Transparency and actionable insights have become non-negotiables for businesses partnering with marketing agencies. Recent research by OnePoll, sheds light on the growing dissatisfaction among marketing professionals regarding digital marketing reporting. With 75% of marketers admitting to sacking their agencies over poor reporting, the findings suggest a significant trust gap between agencies and businesses.
Clarity and Transparency in Reporting
The survey polled 100 UK marketing managers who either currently or previously worked with digital marketing agencies and were engaged in online advertising. The results paint a vivid picture of the industry’s pain points, with clarity, accuracy in forecasting, actionable insights, transparency, and customisation emerging as the top five most critical factors in agency reports.
Among the most alarming statistics:
- 62% of respondents have stopped, or considered stopping, their collaboration with an agency due to a lack of transparency.
- 73% have cut ties with agencies over poor analysis and lack of actionable insights.
- 95% of marketers reported that their agencies selectively highlighted positive metrics while downplaying negative outcomes.
These numbers are a wake-up call for agencies, emphasizing the importance of comprehensive, honest, and accessible reporting to foster long-term client relationships.
The Need for More Transparency
One of the most striking findings was that 90% of respondents believe digital marketing agencies need to offer greater transparency. Particularly by making data more easily accessible and insights clearer. This demand for openness and clarity reflects a broader trend in the marketing industry, where businesses expect more control over and understanding of their campaigns’ performance.
Additionally, 77% of respondents reported inaccuracies in their reports, often due to human error. This highlights a growing desire for not just transparency but accuracy, as businesses increasingly rely on data-driven decisions to steer their marketing strategies.
How the ASK BOSCO® AI Reporting Suite Combats these issues
ASK BOSCO®’s AI-driven reporting platform offers a solution to the very challenges highlighted in its survey. With a focus on transparency, accuracy, and actionable insights, the platform centralizes all marketing data into a single, customizable dashboard. This enables users to create tailored reports without the need for coding, and with AI search capabilities, marketers can instantly access key insights and metrics. By eliminating human error and manual reporting. ASK BOSCO® helps businesses make data-driven decisions with confidence, addressing the transparency issues agencies often face.
Insights from ASK BOSCO®’s Director of Product, Emily Hakner
Reflecting on the survey results, Emily Hakner, Director of Product at ASK BOSCO®, emphasized the industry’s need for change. She stated, “The digital marketing industry is at a critical juncture. Data from the survey indicates a strong demand for greater transparency and more insightful reporting. The results underscore an urgent need for reform. Businesses are calling for greater transparency and accountability. With a clear preference for reports that provide easily accessible data and clearer insights.”
Time for a Paradigm Shift
The findings from the OnePoll survey, comissioned by ASK BOSCO®, highlight a profound trust deficit in digital marketing. The selective reporting of positive outcomes, inaccuracies, and lack of actionable insights are driving businesses to re-evaluate their agency partnerships.
For agencies, the message is clear. Transparency, accuracy, and customization must be at the heart of their reporting practices to retain clients and rebuild trust in an increasingly data-driven world. As marketing evolves, agencies that embrace this shift towards clearer, more insightful reporting will be the ones that thrive.
