Tuesday, January 21, 2020
Transparency in data is the key to building trust in the client-agency relationship. Shared live-reporting leaves nowhere to hide, but it does present immense opportunities for both clients and agencies to develop better targeting, content and campaigns.
Whether you’re a client, or agency, if everyone is looking at the same information, decisions can be made faster, and those decisions can be made more confidently. That’s because trusting numbers tends to be more reliable than hedging bets on creative whims or rigid personal opinions. And when data informs strategy, it’s easier to meet objectives. Real-time information is powerful, but making sense of it can be hard. Using dashboards to visualise the analytics is one way of learning from all the data in front of you. Dashboards compile important marketing information like lead attribution, and website stats like views and visits in one place using tracking. This constant feedback and in-depth analysis leads to better informed actions and in-turn, better results.
That’s why sharing data and being transparent about results is key to digital strategy development—and the success of both parties. One set of eyes might identify a different opportunity to another, and if you’re the client, you might see a gap in your service or product offering you were otherwise blind to.
There’s no reason to hide from clients. Granting clients access to real-time analytics means they can see where an agency is succeeding and where the agency is failing. If you’re a digital marketing agency, you should help the client interpret the data, celebrate the wins and acknowledge mistakes. Mistakes are a learning curve, and any data gained from those mistakes can help inform your next campaign. Of course, being transparent can be scary. What if the campaign goes wrong? Or you go over budget? Everyone appreciates honesty in the end—even if they’re a little disappointed to begin with.
What’s more, when both the client and marketing team are on the same page using live data, you’re able to identify and react to issues quickly. If something isn’t working, you can see why and try something new now rather than at the end of the campaign. Numbers don’t lie so take the learnings and run with them to produce the best strategy and collateral you can.
Two of the biggest data sources online are, as you may already suspect, Facebook and Google. Though they may hold nearly all the knowledge, you can use their insights to your advantage. Google analytics can help you identify what’s not working. An often overlooked insight, finding where you underperform means you can cut your losses and instead focus efforts on what is working. Likewise, Facebook pixel is code that collects data. It helps you track visitors to your website from Facebook ads for conversion rates, remarketing, and plenty more. Again, this is the best way to see what’s working and what’s not.
Instead of pumping money into ads and hoping they work by the end of a campaign, you can now see in real-time how things are performing and take action. Instead of focusing on what’s working and ignoring what’s not, you can save yourself time, effort, and money by cleaning out the underperforming assets. It’s also an opportunity to learn what resonates with an audience by seeing what doesn’t. This can turbocharge your content marketing efforts by enabling you to produce content that will resonate better with an audience and boost engagement. However, be wary of repeating the same tricks over and over. This will eventually turn your audience off and undo all your hard work. Test constantly and evaluate your analytics—the feedback loop only helps to make your marketing better and more effective. At Frankly, we use a fail fast mentality. With the data behind us, and by constantly testing we can tell what’s not working, learn from it and make a change.
A good relationship between an agency and client should be built on trust. We use live dashboards that clients can access 24/7 to see their campaign performance. That way, clients can see exactly how their money is working for them, and how we’re helping their bottom-line.
Mistakes are a learning curve, and any data gained from those mistakes can help inform your next campaign.