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How essential is data in any marketer's relationship with an agency? According to a new study from the Association of National Advertisers, data plays a key part of that relationship, with 80 percent of marketers indicating they use data "often or always" when handling partnerships with agencies.
The ANA conducted its latest survey, "Using Data to Manage Agency Relationships: What's Important to Marketers," with help from Decideware. Polling 92 client-side marketers, the survey found that 82 percent of marketers said data improved the overall client/agency relationship, while 90 perfect felt it improved their agency's efficiencies.
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