Big advertisers are big on data to manage their agency relationships, according to results of a member survey being released this morning by the Association of National Advertisers (ANA). More than 80% of respondents to the survey said they currently use “data” to help them manage their agencies and they expect the use of such data to increase, because of the “overwhelmingly positive results they have achieved, especially in the area of managing media budgets.”
Specifically, the study found that 80% of respondents “often or always” use data to manage their agencies and 84% said the use of data is increasing. None of the respondents said it is declining.
The study found the use of data is
“most important and most heavily used in managing media and billing/budgets” and that it is currently “less important” in terms of “creative and production.”
Of the 37 “performance metrics” evaluated in this survey, media-related ones accounted for seven of the 10 highest-rated in terms of importance.
Media metrics that rated highest were “efficiency of media buys,” “delivery of total campaign audience goals,” and “media quality assessment.”Ninety-two ANA members responded to the survey, which was conducted in August 2016 by the ANA in conjunction with consultant Decideware.