Seeing the light: In a sea of data, how to apply business intelligence to marketing procurement and agency management
Richard Benyon
Increasingly, across all areas of marketing, decisions are underpinned by a solid foundation of data. In the area of agency management, it's possible to access a rich set of information that can help to optimize strategic decisions, like engaging agencies on new business, allocating work, negotiating agency fees, optimizing production budgets, and measuring agency performance. Unfortunately, the technology typically used to collect and aggregate this data suffers from significant overhead: It is slow to collect, labor-intensive to centralize, and...