Data is NOT a story

This is a recurring scenario during our interactions with brand owners and marketers.

  1. They engage an agency to handle their advertising.

  2. The initial 2 months are filled with excitement and positivity.

  3. However, things take a turn as they begin to receive canned dashboards and experience a reduction in email updates and meetings with the agency.

  4. As a result, the brand is left to interpret the reports and assess its performance independently.

Ironically, the outcomes often lean towards success, but the agency fails to communicate this to the client.

Therefore, I present a sincere plea to all you agency rockstars out there: cease merging raw data with the narrative it conveys.

Brands enlist agencies for their expertise as subject matter specialists capable of swift data analysis, trend assessment, and the creation of exceptionally effective media strategies.

Let's allocate time on our clients' calendars to personally guide them through the data, providing explanations and insights in your own voice.

Additionally, consider incorporating written (or video) executive performance summaries featuring key takeaways and opportunities.

Let's refrain from assuming that clients possess an equivalent understanding of marketing or the time to delve into the data and formulate hypotheses. This is precisely why the agency's services were solicited. Fulfill that role for them!



Nikki Lindgren