Adotas goes two for two..Possible trifecta in play- Analytics; an agency’s secret weapon June 17, 2009
Posted by Mark Blei in : Uncategorized , trackbackADOTAS — While agencies might have always been granted ‘backstage’ access to their client’s websites, it’s rare for them to influence what behavioural data is gathered, the tools that are used or how it is collected.
Historically, because of this lack of control and input, web analytics hasn’t been something to consider. However, the era of accountability and efficiency has made web analytics an important tool for agencies. As such, greater transparency from the client, and vice versa, provides an agency with data that enables them to make the most of a client’s budget.
A changing landscape and increased focus on accountability & attribution means that web analytics has grown in importance. In line with this, performance-based marketing has become increasingly popular. In the realm of online, clients are paying for success, and expect to be presented with quantifiable evidence to support any spend.
With budgets under the microscope, measurement, data and web analytics are critical areas of opportunity that agencies need to target immediately. Only then will then be able to keep up with consumers that are already ahead of the media industry’s ability to measure, evaluate, buy and sell. Accordingly, Acceleration is seeing the highest uptake of agencies to web analytics than ever before.
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