{"id":7548,"date":"2023-01-04T12:01:18","date_gmt":"2023-01-04T12:01:18","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/01\/04\/4-tips-to-build-a-data-centric-culture-in-your-agency\/"},"modified":"2023-01-04T12:01:18","modified_gmt":"2023-01-04T12:01:18","slug":"4-tips-to-build-a-data-centric-culture-in-your-agency","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/01\/04\/4-tips-to-build-a-data-centric-culture-in-your-agency\/","title":{"rendered":"4 tips to build a data-centric culture in your agency"},"content":{"rendered":"<p>As we ring in a new year, among your 2023 goals as an agency may be to level up your data game, deliver excellence to your current clients and stand out to prospects.\u00a0<\/p>\n<p>Using the following tips will help you start laying the groundwork to build a culture of data within your organization.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/04\/4-tips-to-build-a-data-centric-culture-in-your-agency\/#1_Hire_expert_personnel_to_guide_your_strategy\" >1. Hire expert personnel to guide your strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/04\/4-tips-to-build-a-data-centric-culture-in-your-agency\/#2_Bridge_the_gap_between_the_data_team_and_the_client_services_team\" >2. Bridge the gap between the data team and the client services team<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/04\/4-tips-to-build-a-data-centric-culture-in-your-agency\/#3_Invest_in_the_right_technology_and_tools\" >3. Invest in the right technology and tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/01\/04\/4-tips-to-build-a-data-centric-culture-in-your-agency\/#4_Get_your_clients_on_board\" >4. Get your clients on board<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Hire_expert_personnel_to_guide_your_strategy\"><\/span>1. Hire expert personnel to guide your strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/searchengineland.com\/4-ways-data-analysis-can-help-you-generate-new-ideas-and-optimize-your-content-378130\" target=\"_blank\" rel=\"noopener\">Developing a solid data foundation<\/a> requires experienced leadership to steer the ship. This person should be responsible for:<\/p>\n<p>Defining high-level agency data goals.<\/p>\n<p>Laying out a detailed roadmap to accomplish them.\u00a0<\/p>\n<p>Many companies are working off piecemeal data pipelines, siloed data and out-of-date infrastructure with no real central ownership.\u00a0<\/p>\n<p>A seasoned data pro can come in and wrangle everything into a cohesive data blueprint and determine whether to keep or scrap existing infrastructure and processes moving forward.<\/p>\n<p>Avoid putting these responsibilities on the plate of your ad managers and client service leaders as an afterthought.<\/p>\n<p>When you have experts in the right roles and hand them the key, your agency and clients will see that you are prioritizing your data strategy.\u00a0<\/p>\n<p>No matter the size of your company, having dedicated data personnel will result in more efficient processes.<\/p>\n<p>This ultimately supports the work of your marketers, which brings us to the next point.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Bridge_the_gap_between_the_data_team_and_the_client_services_team\"><\/span>2. Bridge the gap between the data team and the client services team<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While it\u2019s important to have a designated data team, you should consider them as an extension of the client services team rather than a separate department. <\/p>\n<p>The data team\u2019s work should support the client service team\u2019s goals.\u00a0<\/p>\n<p>Developing synchronicity between these teams is the key to maximizing the potential of data and demystifying data processes for your whole agency.\u00a0<\/p>\n<p>Data education should be an agency-wide initiative.\u00a0The data team should:<\/p>\n<p>Communicate to the client service team what is available and possible from a data standpoint.<\/p>\n<p>Offer ongoing cross-training and education to the rest of the team.\u00a0<\/p>\n<p>In turn, client services can think creatively about new ways to analyze and present findings to clients to unlock results.\u00a0<\/p>\n<p>While ad managers aren\u2019t also expected to be data engineers, understanding data flow and processes will help them think more creatively about how data optimize and deliver deeper insights to clients.\u00a0<\/p>\n<p>On the other side, ensuring that your data team has proper marketing education enables them to think about solutions in the correct context. <\/p>\n<p>This keeps them from churning out data pipelines and reports that don\u2019t necessarily support the client or service team\u2019s goals.\u00a0<\/p>\n<p>In the same way, your client services team should be provided with ongoing data education, your data team should be proficient in marketing principles and platforms.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Invest_in_the_right_technology_and_tools\"><\/span>3. Invest in the right technology and tools<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Data leadership should stay on top of the latest technology and constantly evaluate the best tools for your agency&#8217;s scope at least annually.\u00a0<\/p>\n<p>Here are some questions that should be addressed:<\/p>\n<p>Are your current tools scalable for projected growth?\u00a0<\/p>\n<p>Do you have personnel spending extensive time on data-oriented tasks that can be automated with technology solutions?\u00a0<\/p>\n<p>Do you have multiple tools or processes that could be replaced with one better, multifunctional solution?\u00a0<\/p>\n<p>There is no one-size-fits-all approach to data practices or technology. What worked for you last year may not be compatible with your goals for the future.\u00a0<\/p>\n<p>Avoid the sunk-cost fallacy if you are currently using solutions that don&#8217;t support the data culture you&#8217;re trying to build. Don&#8217;t be afraid to try new approaches!\u00a0<\/p>\n<p>If you decide to integrate new tools and technologies, ensure you have the proper resources and personnel to become experts in:<\/p>\n<p>Managing the tools.<\/p>\n<p>Creating new processes.<\/p>\n<p>Developing documentation.<\/p>\n<p>Educating the entire team on the improvements.\u00a0<\/p>\n<p>These resources will also still need the bandwidth to support day-to-day activities.\u00a0<\/p>\n<p>Good data culture means not burning your team out or rushing through process creation for the sake of saving a few dollars.\u00a0<\/p>\n<p>While it is not a directly billable part of your business, your data strategy is a long-term investment that will return to you tenfold when implemented properly.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Get_your_clients_on_board\"><\/span>4. Get your clients on board<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While we can&#8217;t force our clients to adopt a data-centric culture of their own, we must lead by example and present ourselves as marketing analytics experts.\u00a0<\/p>\n<p>Positive client relationships will look to agencies for guidance and innovation.\u00a0<\/p>\n<p>By having an established data culture within your agency, you can set the tone with your clients and <a href=\"https:\/\/searchengineland.com\/top-data-challenges-agency-clients-385964\" target=\"_blank\" rel=\"noopener\">impress the importance of data governance<\/a> on them to optimize for exceptional results.\u00a0\u00a0<\/p>\n<p>Empower your team to push clients for feedback and help guide them in areas where they may have data-related shortcomings.\u00a0<\/p>\n<p>Some ways we can support our clients&#8217; data-related projects might include:<\/p>\n<p>Helping to clean up tracking.<\/p>\n<p>Providing insightful and efficient performance reporting.<\/p>\n<p>Integrating down-funnel metrics into your reporting and strategies.\u00a0<\/p>\n<p>If we become the de facto experts in these areas, it will make our jobs as marketers much easier and enable us to focus more time and energy on marketing activities.\u00a0<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/build-data-centric-culture-agency-390172\" target=\"_blank\" rel=\"noopener\">4 tips to build a data-centric culture in your agency<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>As we ring in a new year, among your 2023 goals as an agency may be to level up your data game, deliver excellence to your current clients and stand out to prospects.\u00a0 Using the following tips will help you start laying the groundwork to build a culture of data within your organization. 1. Hire expert personnel to guide your strategy Developing a solid data foundation requires experienced leadership to steer the ship. This person should be responsible for: Defining high-level agency data goals. Laying out [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-7548","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7548","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=7548"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/7548\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=7548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=7548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=7548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}