Learn how to apply Business Intelligence to Marketing Procurement and Agency management in our new E-book. If you are an executive who works at a large advertiser, who has responsibility for managing relationships with marketing & communication agencies, and are looking for new ways to optimize those relationships, then this eBook is for you.
It is not an unreasonable question, yet many large advertisers rely on spreadsheets, multiple meetings, and numerous emails to answer what should be a simple question.Yes, the finance team can provide the high-level budget information, by brand, but they typically can’t drill into the details of the spend. The individual brand teams know their specific spend details, but when it comes to rolling up that information across all brands, regions, and company divisions, that collating process takes weeks and sometimes months. By the time each market provides their details, the data is obsolete and doesn’t provide a real-time perspective of the agency engagement activity.
In this webinar, hear from members of Ford's Global Agency Management Team as they share their experience in automating their scope of work and performance evaluation processes globally across all divisions and under tight timelines.
The following is an extract from an article published May 25, 2020 in Forward magazine by the Association of National Advertisers. ANA Members can access the full article, here:
There's no rest for the weary. With the 2020 scope season in the rearview mirror, it's already time to look ahead to 2021.
The Decideware Advertising Management Scholarship at MSU.
Decideware is pleased to announce a new scholarship fund has been established with the Department of Advertising and Public Relationships in the College of Communication Arts and Sciences, Michigan State University (MSU), ie the Decideware Advertising Management Scholarship.
And we are now delighted to recognise Brandon Crawford and Isabel Perhogan as the deserved recipients of the (inaugural) 2020 awards.
On 10 April, the Association of National Advertisers published a new article;
"Is AI the End of Agencies As You Know Them?"
which features comments by Decideware, Inc. CEO Richard Benyon.
Agencies are valued partners in advertisers’ evaluation programs. They act as respondents in the relationship surveys our clients conduct, often they’re invited to play a role in shaping the program, and certainly they will engage to act on the findings.
Most agency management programs help companies manage their agency relationships, deliver process efficiencies and savings. But did you know there is more untapped value that Marketing isn’t getting that can help brand teams make more informed decisions and deliver insights to the leadership team to help drive Marketing strategy? During this webinar, Decideware and LinkRFx will share with you how to move up the value pyramid to deliver more strategic value.
In this webinar, you will learn:
Most decisions made in the agency management arena are time-critical and must be accurate. This places an emphasis on having processes and systems in place that collect information efficiently, often across multiple geographies, business units and with different agency types.
Adopting the world's best BI tools enables Decideware to help clients optimize their agency management programs.
Over the past 12 months, Decideware has invested in business intelligence software. This BI layer makes the complex task of analyzing data and answering key business questions, a simple and quick process.
Many advertisers have trouble making use of data that could help them better manage agency performance, relationships and spend optimization. That data is often presented in Excel spreadsheets and it’s very hard to make sense of it.
Brands spend a lot of money on advertising to reach their audiences, and production costs are a big part of the investment. It's always important for advertisers to weigh the costs of production with the required quality of the end product and advertising objectives. Simply cutting costs could result in less effective campaigns with negative outcomes bigger than the production cost savings. That said, advertisers want to optimize their investment and get the best value for the money.
This year's Procurecon Marketing conference was held in Nashville, with just under 200 agency management and marketing procurement practitioners in attendance. The size of the conference was perfect for networking, and we had the pleasure of hosting our first Agency Management Leaders dinner, with 20 marketing procurement directors and senior managers getting together to trade ideas and make new connections. Much of the value of these industry conferences occurs outside the official sessions, so it was a pleasure to help facilitate some of these discussions in a less formal environment!
The ANA and WFA will hold its ANA AFM Committee and WFA Sourcing forum next week from December 8-9th in New York, NY.
"It's become a recent tradition for the ANA and WFA to hold yearly, back-to-back meetings of the ANA Advertising Financial Management Committee and WFA Sourcing Forum in New York."
ProcureCon for Digital & Marketing Services will hold its annual meeting next week from November 16-18th in Nashville, TN.
"ProcureCon for Digital and Marketing Services is North America's only event specifically dedicated to issues pertinent to marketing procurement. This meeting has content geared toward all maturity and experience levels and contains a host of industry leading speakers to tackle important marketing procurement topics."
Recently, the WFA and Decideware held a webinar which explored how marketing sourcing teams can better leverage data to make smarter, more effective strategic sourcing decisions. The webinar included information on:
- How marketing sourcing organizations currently handle data;
- Ownership and management of data sets and their usage;
- Where opportunities lie for better reporting and visualization.
The webinar can be viewed here: https://www.youtube.com/watch?v=kxB1xre30pM&feature=youtu.be
At a recent ANA West Coast committee meeting, Olga Payne (Nestle Purchasing Manager) and Richard Benyon (Decideware Inc CEO) presented a one hour case study on how Nestle has successfully applied Business Intelligence to their Scope of Work program.
Few would argue that the future of effective and successful advertising & consumer communications lies in the proper utilisation of multiple marketing channels via relevant messaging and content. Marketers are seeking better integration, and are looking beyond TV, print, banners and paid search.
AdAge recently posted an interview with Nissan CMO, Roel de Vries, who discussed the future of advertising agency models, but ultimately the discussion focused at many important areas that I want to explore bit further. I'm going to look at four key themes from this interview. Even though I'm in agreement with what has been covered in the article, I want to go bit deeper into explaining why.
The ANA AFM West Coast Chapter will be holding it's next meeting on September 15th at Nestle's office. During the meeting, Richard Benyon, CEO of Decideware, will co-present with Rene Dedeyko, Strategic Procurement Manager - Advertising, Nestle on "Using Agency Data Analytics to Gain Purchasing Efficiencies & Cost Savings."
The June 2015 edition of the ANA Magazine has just been released and Decideware features in a thought-leadership article on how business intelligence can be applied to marketing procurement and agency management.
In this article, Richard Benyon overviews the importance that data plays into marketing decisions and overall agency management. Currently, the processes need to make these decisions "suffer from significant overhead: it is slow to collect, labor-intensive to centralize,and often suffers from poor quality and transpositional errors."
Furthermore, Richard overviews the benefits of Business Intelligence and focuses on the importance of collecting data efficiently, using visualization in data mining (to help identify patterns), and understanding the statistical foundations used to make better decisions.
The ANA Magazine is distributed to 32,000+ ANA members.
It is available via the ANA site or click here: http://www.ana.net/am0609sp
ANA Business Intelligence Webinar Details
Learn how leading companies are using data visualization techniques to uncover new insights and make more effective decisions in managing their marketing spend. This webinar, presented by Richard Benyon, CEO – Decideware, Daniel O'Brien, Global Business Analyst – Pfizer, and Diane Gibbons, Global Procurement – Pfizer, will look at how to apply business intelligence tools to analyze agency budgets and performance using the wealth of available marketing procurement data. Understand how well-constructed dashboards can assist you to better explore this data, distribute critical knowledge within your organization, and optimize all areas of agency management (including agency selection, scope of work, performance evaluation and production budgeting).