The pressure to measure marketing’s business value has increased, and agencies should remember this when competing for new business. In July 2014 polling by RSW/US, 40% of marketers in North America said that a lack of foundation in analytics was the single-biggest deficiency among agencies vying for their business, the No. 1 response. A lack of focus on meaningful key performance indicators ranked a close second, cited by 38% of respondents.
Marketers’ responses indicated that it was critical for agencies to come to an initial meeting with thoughts about their businesses and questions that showed they were interested in their companies. On a scale of 1 to 10, 10 being “very important,” 93% of marketers ranked this at 8 or higher, with 59% giving it a 10. Read the rest at eMarketer.