With the convergence of adtech and martech in addition to endless amounts of data at marketers’ disposal, the state of programmatic marketing is shifting. In order for marketers to thrive in an ever-evolving landscape, they must maximize relationships with agencies and tech partners so that clients have access to the best media buying, data management and measurement capabilities to achieve programmatic success.
While brands should do a lot of the heavy lifting for their partners, marketers must also be honest about how they can improve some of their processes and behaviors to let their partners best help them. In partnership with The CMO Club, we released a whitepaper called “Evolving Your Agency Partnership Model to Drive Programmatic Success,” highlighting three key factors CMOs should consider to improve relations.
- Centralize and activate your best data: First-party data is increasingly becoming one of a brand’s most valuable assets as it helps to target and engage audiences in a meaningful way, wherever they are. According to a June 2015 Econsultancy report, more than six in 10 respondents said first-party data drove the highest increase in customer value. Of those who were surveyed, 36 percent said a technology partner could add value to their agency relationship by management and activation of first-party data.
- Be choosier with your metrics: Three-quarters of marketers say they have, at best, a qualitative understanding of the impact their activities are having on their business. To boost results, identify quantifiable marketing goals.
- Upgrade your attribution approach: Step it up a notch and tap into multi-touch attribution. This way, you’re able to see exactly what led a customer to convert at all points – both online and off. In fact, 36 percent of CMOs said better measurement through more sophisticated attribution was an area in which tech providers could help brands achieve.
Click here to download the full report and learn more.