Data-driven Marketing with Intent Data.

Brands that want to make better use of their first-party data often require more control and visibility than they normally receive from agencies that ‘forget it’ and are unable to provide easy access.

To prevent brands from using their internal solutions, agencies must be willing to demonstrate transparency and provide as much data visibility as possible. Therefore, it is important to demonstrate value-added insights and analysis.

A research study by Sizmek revealed that 88% of marketers agree that it will be invaluable for partners to take a consultative approach and help them understand and gain insights from the data.

While brand executives can leverage basic data appending services, implementing the right infrastructure is a different story. Agency competencies in interpreting and strategizing data are what make it valuable for brands as they determine the right type of data and insights for their marketing efforts.

Typically, agencies may want to be left responsible for brand data because they have in-depth insights into data systems, interpretations, programmed ad purchases, etc. The additional financial, operational, and resources needed to bring in-house data strategies and strategies may be quite steep for most brands; that is why they let their agency be responsible for that function.