The Data-Driven Agency Playbook

How to win (and retain) clients and maximise profit. Download the playbook now.

Report / 2025

Is your agency truly data-driven?

While many agencies aspire to be data-driven, most still base their strategies primarily on experience and industry knowledge instead of collected and analysed data.
This results in a critical gap: agencies struggle with a lack of internal expertise, unclear ownership of metrics, and a failure to align on KPI definitions with clients. To win and retain clients, agencies must move beyond guesswork and build a scalable, data-first operation.

Introducing The Data-Driven Agency Playbook – in partnership with Supermetrics and LinkedIn – the definitive guide to navigating the challenges and opportunities in personalisation today.

Included in this report:

• The 7-Step Playbook: Get a complete, step-by-step process for becoming data-driven, from identifying your marketing channels and collecting the right metrics to choosing your tools and visualising your data.
• The Ownership Solution: Discover why many agencies suffer from unclear ownership of analytics and how appointing a “Head of Measurement” can solve it.
• The Expertise Gap: Find out why hiring a data team isn’t enough and how to ensure everyone in your organisation has at least a basic grasp of data analytics.
• The Alignment Problem: Learn how to solve the common issue of misaligned metric definitions by building this alignment process directly into your client onboarding journey.

Download this report if you want to:

• Win and retain clients: Learn to use data as a competitive advantage in both “offensive pitching” for new clients and “defensive pitching” to retain current ones.
• Prove your value: Use data to show clients what to “Start, Stop, and Continue”, helping them stop wasting money on underperforming campaigns and invest in channels that deliver real ROI.
• Automate your reporting: Move beyond inefficient, manual reporting and learn to automate client reports, track ad spend in real-time, and monitor creative performance.
• Scale your operations: Discover how to use tools like shared data connections and isolated client workspaces to improve efficiency, enhance security, and ensure data hygiene.