Until recently, most agencies relied on Powerpoint and Excel to report campaign results to their clients on a monthly (or even quarterly) basis. Today, 45% of ad agencies are now using dashboards to report to clients, according to a recent survey by the 4As**.
Not all dashboards are created equal, however. What should an agency look for?
The best dashboards for client reporting should be:
- Automatic. Nowadays clients are asking for weekly, daily or even hourly reports on critical campaigns. The best dashboards are always live and automatically updated with up-to-the-minute social media posts, industry news and social analytics.
- Selective. Naturally, agencies want to control exactly what results clients can see. The best dashboards allow you to choose whether you want to let clients access their dashboard 24/7 (from desktop or mobile)– or generate a static report to email your clients.
- Engaging. The best dashboards can also be fully branded with the Agency or Client logo/theme, and be seamlessly integrated within the Agency website. This creates a much more engaging relationship with Clients compared to traditional reports, essentially creating an interactive reporting “app” for your Agency.
We’ve spoken to many agencies this year who have complained that traditional manual reporting and media monitoring can take up as much as 40% of billable hours. Often reports get lost in a busy client’s inbox and aren’t read until the meeting at the end of the month–far too late to prove value or make adjustments to the campaign.
In this data-driven age, clients want to be able to access campaign results on-demand and from their mobile device. Simply put, traditional slides and spreadsheets aren’t enough.
That’s why many of the world’s top global advertising and PR agencies are now starting to offer clients their own proprietary dashboards, designed and–most importantly–curated by the agency. Clients don’t just want raw data, they want expert insights to cut through the noise. Instead of engaging with clients at monthly meetings, agencies can engage clients 24/7 with automated–yet curated–dashboards, anytime, anywhere, on any device.
Netvibes for Your Agency is the world’s first and most trusted agency dashboard platform. Unlike any other social monitoring tool, it gives agencies 100% control over agency branding and resale, client publishing, team SmartTagging, and automated alerts.
**If your agency is interested in reading the results of the 4As 2013 Social Media Monitoring Survey, please contact us.