It's incredible to witness the speed at which the scope and volume of marketing data has been increasing. It's laughable what was considered big data for most of us even as little as 7 years ago. I distinctly remember being brought in as a consultant in the mid 2000s to work with a top tier, global retail bank on a 'big data' project to analyze a customer portfolio of roughly 500,000 records. It was considered a big data project at the time because their analysts could no longer handle the quantity of records since Excel at that time capped out at ~65,000 rows.
Now it's common for marketing analysts to work with millions or even billions of records in impression logs, transaction files, etc. Oddly, most agencies and ad tech companies don't ultimately provide their clients with any of this detail, choosing instead to report entire campaigns as a single line item in a document generated once a month (like it's still 2002). If the data is available, you should have access to it.
In my opinion, here are three rights you have as a client when you work with an agency or ad tech partner these days:
#1: Knowing where your campaigns... Read more