Three Top Marketers Talk How to Deal With Agencies and Data
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Fear that an agency might hold a client’s data “hostage” to keep an account, and use the data to benefit other clients, has marketers lawyering up and realizing how blurry rules around data ownership can be. But it’s not all on the agency. Marketers need to be clear about what’s off limits and be open to sharing data if they want agencies to produce good work. Here are some best practices from chief marketing officers on how clients and agencies can avoid conflicts over data.
LIZA LANDSMAN, E-Trade
1. Manage customer and prospect data. Customer transactions, cookies, tags and the like offer vast opportunities, but you need to anticipate data usage by internal and external parties (DMPs, DSPs, media-mix modeling, etc.) to ensure all rights/usages are included in your contracts and that you have the rights to take this information with you if you switch vendors.
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