Why agency communication needs to pivot from reporting to analysis (and how)

How can you prove your value to clients? Contributor Garrett Mehrguth says agencies need to move away from being number-crunchers and instead focus on putting the information into context for clients. As an agency, we’re in a results-oriented business. We get paid to deliver upon specific marketing KPIs. In its simplest form, we need to bring the client more revenue and cut their cost per acquisition. And that difference had better far exceed our own pricing. That’s all clients care about at the end of the day. Except, that’s rarely what we give them in reports. Instead, we give them every leading indicator or random raw number and expect them to read between the lines.

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