Holding Onto Marketing Data during Times of (Business) War

Written By

SMI Staff

Published On

Wednesday, Jan 15
Untitled-1

Data can be a tricky beast. Marketers need it in order to fully understand their customers and increase business sales; but agencies often hold onto it in order to ensure their clients will stay with them. Sometimes the arrangement works well. After all, it’s a daunting prospect for any new (or even established) business to sift through thousands of gigabytes of data in order to perform analysis on an ever-changing consumer landscape. More often than not, however, the marketer and agency are at cross-purposes when it comes to who owns, and more importantly, who has access to the client’s data.

According to Advertising Age, this battle is only going to intensify. A recent article quoted Andrew Swinand, a former media-agency executive who is a partner at an analytics firm, as saying: “What’s fascinating is how many clients have given away license to their data without knowing it.” Once a marketer signs with an agency, they are often beholden to that agency’s technology systems. Retrieving data from these agencies can be arduous at best. At worst, the information can be provided as an unusable data dump. This means that leaving an agency, even one where the relationship clearly is not working, can seem like it’s not worth the price.

The fact is that algorithms may not make people swoon, but their importance can’t be underestimated. The merger between New York-based Omnicom Group and Paris-based Publicis Groupe, for instance, has struck a chord with both marketers and agencies alike. It’s clear that by joining forces, these advertising powerhouses will be able to utilize their data to zero-in on precise segments of the population for which many of their competitors simply won’t have the scale to access.

As the Wall Street Journal put it, “Madison Avenue is increasingly a bastion of geeks: computer programmers, data heads and quantitative analysts.” Marketers that don’t work with a Madison Avenue outfit have to play even smarter. This means partnering with agencies that have complete integrity and data transparency. It also means working with agencies that are invested in building, maintaining and updating their data systems. An agency can’t just provide data on inbound calls or web orders without also looking at predictive models, market segmentation, and multiples angles of comparison.

The bottom line is that although many agencies are attempting to hold data hostage (in part by not revealing all the types of data they’re gathering in the first place) marketers would do well to stand firm on the battlefield. It’s critical to ask the kinds of questions that will lead to a more balanced relationship, where clients own and have access to their data, and the agency has the right to use the data on the clients’ behalf. By the same token, in an age where business competition is at its fiercest, agencies would be wise to rethink the old idiom, “All’s fair in love and war.”

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Data can be a tricky beast. Marketers need it in order to fully understand their customers and increase business sales; but agencies often hold onto it in order to ensure their clients will stay with them. Sometimes the arrangement works well. After all, it’s a daunting prospect for any new (or even established) business to sift through thousands of gigabytes of data in order to perform analysis on an ever-changing consumer landscape. More often than not, however, the marketer and agency are at cross-purposes when it comes to who owns, and more importantly, who has access to the client’s data.

According to Advertising Age, this battle is only going to intensify. A recent article quoted Andrew Swinand, a former media-agency executive who is a partner at an analytics firm, as saying: “What’s fascinating is how many clients have given away license to their data without knowing it.” Once a marketer signs with an agency, they are often beholden to that agency’s technology systems. Retrieving data from these agencies can be arduous at best. At worst, the information can be provided as an unusable data dump. This means that leaving an agency, even one where the relationship clearly is not working, can seem like it’s not worth the price.

The fact is that algorithms may not make people swoon, but their importance can’t be underestimated. The merger between New York-based Omnicom Group and Paris-based Publicis Groupe, for instance, has struck a chord with both marketers and agencies alike. It’s clear that by joining forces, these advertising powerhouses will be able to utilize their data to zero-in on precise segments of the population for which many of their competitors simply won’t have the scale to access.

As the Wall Street Journal put it, “Madison Avenue is increasingly a bastion of geeks: computer programmers, data heads and quantitative analysts.” Marketers that don’t work with a Madison Avenue outfit have to play even smarter. This means partnering with agencies that have complete integrity and data transparency. It also means working with agencies that are invested in building, maintaining and updating their data systems. An agency can’t just provide data on inbound calls or web orders without also looking at predictive models, market segmentation, and multiples angles of comparison.

The bottom line is that although many agencies are attempting to hold data hostage (in part by not revealing all the types of data they’re gathering in the first place) marketers would do well to stand firm on the battlefield. It’s critical to ask the kinds of questions that will lead to a more balanced relationship, where clients own and have access to their data, and the agency has the right to use the data on the clients’ behalf. By the same token, in an age where business competition is at its fiercest, agencies would be wise to rethink the old idiom, “All’s fair in love and war.”

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When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There's always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative! 

    facebook
    twitter
    linkedin
[/et_pb_section][/et_pb_post_content]
[/et_pb_row]
[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There’s always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative! 

    facebook
    twitter
    linkedin
[/et_pb_section]
[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

facebook
twitter
linkedin
[/et_pb_social_media_follow][/et_pb_column]
In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There’s always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative! 

[/et_pb_column]

When it comes to audience targeting, nimbleness, and reach–the evidence is clear: audio advertising is a wise investment.  

That being said, marketing managers are more often forced to justify ad spend with ever increasing returns on investment. Budget and talent constraints–no matter how remarkable your product or service is–often put your brand at a disadvantage when it comes to breaking through the noise and seeing any meaningful ROAS (Return on Ad Spend) so relying on great creative alone is not enough. A multifaceted approach is paramount.

[/et_pb_column]
twitter
linkedin
In order to launch, scale, and optimize a campaign for success, strategizing where and when your ad is heard is critical.

A group of gears stacked on each other

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

influencers streaming a podcast at college radio station

We Have the Expert Infrastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation.

A group of gears stacked on each other

We have the Expert Infastructure

In addition to SMI’s dedicated Creative and Analytics teams, our media buyers and strategists have deep industry relationships and format connections.  

Our Media team works in tandem with Client Services to understand the target demographics and geographical considerations alongside the short and long-term goals of our clients. Their combined expertise, in collaboration with our Analytics team, allows us to be vigilant in evaluating and communicating campaign performance in real time.  

Because our buyers and strategists have built and nurtured relationships with stations, agencies, and shows–we are also able to pivot precisely and aggressively if need be. Even in the days of such potent technology and automation, sometimes a format or rate adjustment simply comes down to the power of a well-handled telephone conversation. 

 

 

influencers streaming a podcast at college radio station

Collaboration Yields Results

Senior Media Buyer, Pam Wolfgram underscores the importance of our industry relationships:  

“Our media partners are exactly that: partners. They have a vested interest in helping us help our clients; it means more business! Even if they have to take it on the chin here and there for a client’s success–and they do–they know they’ll make it up in the long game, as we will send them every schedule that makes sense down the road. They want to work hard for us and for our clients.

As an example, we recently orchestrated a massive creative change affecting over 600 stations and it had to go off without a hitch, as “hitches” are mistakes that lead not only to credits being taken, but also to skewed results that make a test difficult to read. I reached out to every rep impacted by the change to express the importance of the test and walked away feeling completely at ease knowing that they were going to get with their traffic people and watch over the test like hawks. A little extra communication goes a long way!” 

All of SMI’s media buyers, researchers, and strategists have something in common: they know firsthand the value of respectful dialogue and perseverance. 

The motto of our Media team? 

There’s always a workable solution to get meaningful return on ad spend. 

If you’re ready to invest more wisely in your audio advertising, start a conversation with us today! 

This is part one of SMI’s three-part series called Give Your Brand a Voice. Stay tuned for our next article focused on Creative!