Any good agency will understand the importance of reporting to you on the work it has been doing and demonstrating the return on investment they are providing.
But how do you know if your agency measures up?
CG, which is award-winning for its measurement and evaluation, gives its guide to the top elements marketing agencies should be reporting on.
It sounds obvious, but in-house marketing managers have a right to know what their fiercely fought-for budget has been spent on. At the very least this should include an overview or list of what work has been undertaken.
At best, you should have a breakdown of how much time and budget was spent on specific activities. If three quarters of your budget is spent on meetings and only the remainder on work, you have a right to know!
Marketing managers need to report the results of the work to their CEOs and directors to show their value. Agencies should outline clear results using a variety of metrics. These could include:
Showing the value of the work allows marketing managers to make a solid argument for future budgets, which could be used to maximise on the work in the future.
Reporting isn’t just about looking back, it’s about looking ahead. Your agency should report to marketing managers about lessons it has learned from the project or work and detail any forthcoming opportunities that would benefit your company or organisation.
See how Carswell Gould, winner of the CIPR Wessex PRide Award for measurement and evaluation, measures and reports to its clients.
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