Creative agencies are realizing that their clients need to see the impact of their work. They also know that analytics is an important biz dev tool for identifying opportunities.
However, small- and medium-sized agencies may be reluctant to bring on a full-time analyst for many reasons: concerns about utilization, bringing in an overly-specific skill-set, ‘where-do-I-even-begin?’, difficulties finding resources.
Action Nugget works with agencies to bridge that gap.
Action Nugget works with agencies to bridge that gap.
We try to get involved at the pitch stage of a project, helping to ensure that there’s at least a clearly defined set of success criteria from the very beginning. Most clients are incredibly impressed when an agency starts out with a plan to be accountable from the get-go. We find that it’s really helpful on the agency side to be really clear about what the goals of a project are.
Assuming that a relationship or scope is already well-defined, our preference is always to be involved early on to help create the measurement plan. A common mistake is to have too many measures. Just having years of doing this stuff helps us to pare down the metrics plan to as few measurements as possible. Few and important is what works well. So our goal is always to define the measurement plan, including the plan for how to gather the information needed in the plan.
Assuming that a relationship or scope is already well-defined, our preference is always to be involved early on to help create the measurement plan. A common mistake is to have too many measures. Just having years of doing this stuff helps us to pare down the metrics plan to as few measurements as possible. Few and important is what works well. So our goal is always to define the measurement plan, including the plan for how to gather the information needed in the plan.
Again, chances are we have come across the kinds of success metrics in a project in the past and know how to find the data, whether it’s Facebook Insights, YouTube insights, Google analytics, Omniture, etc. etc. It’s also helpful to have us involved early on to ensure that the work an agency is producing is tagged properly in a way that will enable us to pull the data we need.
We consider ourselves as part of your agency team but could also act as the independent, objective analyst for internal or client presentations.
In summary, we help agencies to:
- Do better, more effective work by applying the insights.
- Show clients that you are accountable for your work.
- Use insights as a business development tool. ‘We noticed that many of your visitors are arriving from a search engine using highly technical search terms. You might want to consider hiring us to provide an additional, more technically-focused section of your site.’
- Ensure that clients are fully informed about how effective your work actually was.
We’d love to hear about you and your clients. Contact us to hear more about how we work or to learn about our process for cross-channel analysis.
