How Advertising Agencies Support Clients with Data

January 26, 2024 Kris Irizawa

How Advertising Agencies Support Clients with Data

Data-driven marketing has become essential today, especially with the fast advancement of technology.

Data-driven marketing has become essential today, especially with the fast advancement of technology. As experts in the field, advertising agencies are responsible for providing value to their clients through data. 

This article explores how agencies can support clients with data to improve their marketing strategies. I will explain how agencies, including Eboost, can help businesses move forward with data analytics.

 

Tag Management to Enable and Improve Data Collection

One area where agencies can support clients with data is tag management. In digital marketing, tags are codes that track user behavior, measure website analytics, and enable the data for reporting advertising performance. 

There is a saying, “Garbage in – Garbage out,” which means that data quality determines the accuracy and effectiveness of marketing efforts. Data engineers can assist clients in placing the right tags and enable correct event tracking for their websites, ensuring that they are properly implemented and optimized to capture accurate data. This saves the client time and resources and ensures that their data is reliable and useful for making informed decisions.

At Eboost, we have Google Tag Management support as a service, and we provide a clear workflow for audit and documentation for tag management, which can save clients time and minimize human error in the long run. 

With tag management, marketers can provide insights on user behavior and website analytics on various marketing channels as Tag Manager enables proper data for web analytics tools and ad platforms. This can inform marketing decisions and improve overall ROI.

Here is an example deployment of Google Tag Manager for our client:

Provide Dashboard and Data Management to Track Performance

Another way that agencies can support clients with data is through reporting and dashboard generation. Reports and dashboards provide visual data insights to help clients understand their marketing performance. 

We help clients create customized dashboards based on their KPIs, making understanding the data and taking appropriate actions easier. These reports can include metrics such as website performance, campaign performance, and business performance.

A data engineer can design and implement the necessary data collection, storage, and processing infrastructure to enable the dashboard and robust reporting. This requires expertise in database management, the ability to work with API and programming languages like SQL and Python, and knowledge of various reporting tools.

For a turn-key solution, we use Supermetrics to connect data from ad platforms to Business Intelligence tools like Looker for clients to view their key performance indicators.

On the advanced side, we use data pipeline management tools like FiveTran or Hevo Data to extract and store data from various sources, including CRM, ad platforms, and web analytics tools. This allows us to comprehensively view the customer journey and optimize marketing strategies.

The work gets complex when clients have a custom definition of their measures. In such cases, our data engineer will work with the client to understand the definition and make sure the data is collected and organized in a way that answers the client’s business questions.

Here is an example of the dashboard projects we provided to our clients using Tableau and Google Looker Studio.

Analysis and Reporting to Gain Actionable Insights

Most agencies provide clients with updates using data and dashboards to highlight the performance of their marketing efforts. However, data-driven agencies’ approach goes beyond just providing reports and dashboards. 

Agencies could offer clients in-depth analysis and customized recommendations to improve their overall marketing strategy through analysis. Analysis is vital for extracting insights and understanding trend behavior. 

Data analysts must understand statistics and data analysis techniques to analyze client data effectively. They should also be familiar with Excel, Tableau, or Power BI tools for visualizing complex data sets.

The difference between providing updates and performing analysis is that analysis involves interpreting data and identifying trends while providing updates usually only involves presenting processed data in a digestible format.

Our common analytics approach to digging deeper into clients’ data entails using tools like Tableau and BigQuery to manipulate and visualize data. This allows us to identify patterns and trends, segment data by various dimensions, and create customized reports that tell a story.

Here is an example use case of Tableau and Shopify data to analyze business impact from discounting to first time vs. repeat purchasers.

An ad agency can help clients with predictive analytics, including identifying patterns in customer data, audience segmentation, and data mining that helps clients make data-driven decisions and gain a competitive advantage.

At Eboost, our team of data experts creates visually appealing and easy-to-understand dashboards, provides valuable insights, and identifies key areas for improvement based on the data. 

 

Find your trusted marketing partner with Eboost and unlock the power of your data.

As a data-driven marketing agency, we go beyond the basic services of tag management, reporting, and analysis. We provide a holistic approach to using data that goes beyond mere reporting on data trends to actually generating insights that clients can use to improve their business. 

Our team is dedicated to providing customized, flexible, and scalable solutions that meet clients’ unique needs. As a decision-maker, if you’re searching for a partner to help you maximize your digital ROI, feel free to contact us.