Within the world of analytics, it’s possible to track anything from customers’ buying habits to how your organization is performing. As a result, marketing departments are able to both get closer to their customer and more accurately forecast performance than ever before. One way that you may not be leveraging analytics is to assess the performance of your marketing, content marketing, or advertising agency’s effectiveness in interacting with your team. Here are five key performance indicators (KPIs) that can help you assess the efficiency and value that agency partners are contributing to your organization’s efforts.
While your account manager and the day-to-day creatives working on your team bring a tremendous amount of value, it’s important to make sure you’re getting access to the full brain trust your agency has to bear. Whether it’s crafting big ideas or finding ways to take existing campaigns further, find out how much time and attention you’re getting from agency executives, creative directors, and others. Quantify this in terms of hours spent weekly, monthly, or quarterly, and determine whether that meets your expectations.
Time to Resolve Issues
Most agencies work on an account management model and have a dedicated individual whose job it is to manage your account. This person likely runs weekly calls with your team, acts as a project manager, and solves questions and concerns when they arise. Does your service level agreement or contract have specific timelines to resolve issues? When you contact the agency about a concern, complaint, request, or new idea, how quickly do you hear back? And, most importantly, how long does it take the agency to take action and bring resolution or to get a new campaign into action?
Today’s businesses have to publish more content than ever before across multiple channels. Does your agency support the content velocity you need to achieve? For example, if your goal is to publish a blog post every day, how does each element of the process fit into supporting that goal? How long does it take for a blog post to take form and reach the publication stage once you’ve commissioned it? The clearer you are about your goals, the easier it will be to ensure that an agency’s timelines are meeting them.
An agency brings both top creative talent and innovative practices to the table. Whether it’s up to speed on how to leverage the latest platforms or has a proprietary process that helps it get more done, it’s important to know how much time an agency is spending brainstorming and planning unique campaigns for your brand. It’s easy to launch cookie cutter campaigns; getting real results requires truly understanding your customers and business objectives. Find out how much time your agency is spending on creative deep dives around your channels, strategy, and execution plans.
Another benefit of working with an agency is exposing your in-house team to its methods, workforce, and ideas. How much face-to-face time is your marketing department getting with your creative agency? Ideally, each quarter or year should include time budgeted for sharing ideas, brainstorming, and bringing the teams together. There may be immediate goals to accomplish, like mapping out your needs for the year or getting a specific campaign in motion. However, there should also be the benefit of helping your staff get up to speed on the latest technology trends, marketing initiatives, and more.
Analytics can help you better understand the advantages, gaps, and opportunities for improvement with any part of your marketing strategy. Use analytics to get a better handle on whether your creative, marketing, and advertising agencies are helping you reach your goals.