Over the past few months, I’ve met with different agencies and their media teams and spoke with them about their planning and buying process and needs. Guess what their biggest complaint was? The answer is obvious — workflow inefficiency. It is a well-known in our industry that media planners are over-worked and too bothered with overhead and inefficient processes — leading to sub-optimal media plans and campaign results. But from my perspective, there’s also another problem – a subtle problem that actually might have even a larger negative impact on the media plan and campaign results. I am referring specifically to the lack of available data for media planners to make sound and well-informed decisions during their planning process.
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