This is a call out to everyone in analytics functions at media shops, advertising agencies, and markeitng communications consultants.
I have heard too many times from clients, manufacturers, and marketers that they like to measure things "in house" or "independently" because agencies have a vested interest in giving their work a positive score. This is a question of our integrity, and we have to fight this.
How to thwart this resistance in our clients? By being honest and straightforward in our analyses. Set a good example for all of us analytics service providers. Our goal should be to improve our clients brands, and continually optimize. Even if it means our creative, tactics, or implementations were not perfect the first time.
Want to stay competitive? Use insights from innovative data mining software tools at KDNuggets , or use industry benchmarks or techiques you learn at PMSA
or other industry conferences.
SO, in the spirit of continual improvement, tell the complete story and recommend to clients how to get better. You know what? If you take this approach, your clients will respect you for it, and we will all be better off, on both sides of the aisle.
;)
