The Drum Awards Festival - Digital Advertising

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Marketing Data Agencies

Data can be a differentiator for agencies - and this is how

By Charlotte McEleny |

October 19, 2020 | 4 min read

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Using data and insights,driven from social media, can be a huge differentiator for agencies at the pitch stage and beyond, according to Brandwatch.

data, insights, agencies, growth

Data can definitely be a differentiator for agencies, those not using it in the correct way are in danger of being left behind

Speaking ahead of a panel, which will feature top industry experts, discussing how to drive value from data at agencies, Brandwatch’s general manager for APAC, Jonny Sawyer, shared his thoughts on this important topic.

Sign up here to watch the session at Agencies4Growth Festival.

How can agencies use data and insights to grow their business?

There are a variety of ways agencies can use social data and insights to grow their business; from lead generation and pitching, through to improving the quality and variety of their client projects. Ultimately if you can start your relationship with a client by backing up your ideas with data, and then use data again to provide a tangible ROI on the projects you deliver, you will ultimately win and retain more business as an agency.

Can data be a differentiator for agencies?

Data can definitely be a differentiator for agencies, and those not using it in the correct way are in danger of being left behind. For example, if 5 agencies are pitching for a piece of new business and 1 of them is able to use data to provide evidence that their strategy is the correct one, it will instantly put them at an advantage over the competition.

Can social data be used at pitch stage? How should agencies be doing this?

It has almost become a necessity for agencies to use data in their pitches and, without it, they are putting themselves at a distinct disadvantage against competitors - who probably are!

When we talk about what social data works well in agency pitches, it will ultimately depend on what service you are pitching. For example, if the nature of the work you are pitching revolves around marketing campaigns, you could use social data to measure the performance of the company in question's previous campaigns, and present any learnings back to them. You could even take this a step further by analysing similar competitor campaigns, to highlight what worked well for them - or what didn't!

What other ways can agencies be using data to accelerate their growth?

Technology and data have become incredibly important to agencies, but the right technology and the right data is ultimately key to positive business outcomes and growth. Agencies should ask themselves “Do the technology and data we use either positively affect us as a business, or positively affect our clients?”. If the answer to either of those questions is “No.”, then you probably have the wrong technology and data stack. Once you have the right data, and you are using it the right way, with the right partners, your growth as an agency will naturally accelerate.

Joining Sawyer on the panel will be Initiative head of analytics APAC, Albany Woo and Eunice Tan, founder of Junk and head of strategy APAC at TSLA.

To see the full session on Thursday 22 October, sign up to Agencies4Growth.

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