{"id":142970,"date":"2021-02-09T15:31:21","date_gmt":"2021-02-09T15:31:21","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=142970"},"modified":"2021-02-09T15:31:21","modified_gmt":"2021-02-09T15:31:21","slug":"solving-the-agency-search-intelligence-gap","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2021\/02\/09\/solving-the-agency-search-intelligence-gap\/","title":{"rendered":"Solving the agency search intelligence gap"},"content":{"rendered":"<div class=\"well\">\n<h3>30-second summary:<\/h3>\n<ul>\n<li>Agencies are particularly struggling to find ways to gain a broad view of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0market.<\/li>\n<li>Many agencies rely too heavily on Google tools which on provide top-level\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0insights and need better tools.<\/li>\n<li>COVID-19 is resulting in surprising <span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0results and agencies are having trouble explaining\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>se outcomes without proper data.<\/li>\n<\/ul>\n<\/div>\n<p><span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">Search<\/span>\u00a0advertising is one of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0most dynamic and rapidly evolving areas of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0advertising ecosystem today. And as\u00a0<a href=\"https:\/\/searchenginewatch.com\/2021\/02\/05\/the-future-of-google-and-what-it-means-for-search\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0continues to emerge<\/a> as\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0barometer by which all other advertising activities are gauged,\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0need for sophisticated\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0<span class=\"mark71lgjm9b5\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">intelligence<\/span>\u00a0has never been higher.<\/p>\n<p>Yet, agencies, in particular, are continuing to have difficulties deriving <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0<span class=\"mark71lgjm9b5\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">intelligence<\/span>\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>y need and finding ways to unlock\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0potential of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0insights that\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>y already have on hand. Moreover, as agencies continue to invest in more data-generating tools,\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>y are having to sift through more data than ever, and are struggling to keep up.<\/p>\n<p>With that in mind, below are some key items agencies should keep in mind when it comes to their search intelligence infrastructure and how they can get the best out of it.<\/p>\n<h2><b>Agencies only have a fragmented\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span> view<\/b><\/h2>\n<p><span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">The<\/span>\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0landscape is vast and continues to reshape itself on a daily basis.\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">The<\/span>refore, having\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0most comprehensive view of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0landscape and all its nuances is imperative to driving success and making\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0most informed decisions possible. And data is\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0key component in building this holistic view.<\/p>\n<p>Incomplete and inaccurate data can not only depress campaign effectiveness but can also have detrimental impacts on an advertiser\u2019s standing versus competitors. For example, without high-quality data insights, it becomes impossible for advertisers to detect when competitors start to encroach on <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir brand terms &#8212; among other things. However, with\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0proper data tools in place, agencies can build better strategies for clients so that\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>y can achieve maximum ROI and protect\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir market position.<\/p>\n<h2><b>Google tools don\u2019t allow for proper performance analysis<\/b><\/h2>\n<p>While Google does provide a top-level view of\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0performance it does not nearly do so in\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0depth that is needed for agencies to be able to properly explain performance to\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir clients, particularly as it relates to competitor activity. Agencies need to be able to quickly justify why performance has changed and what steps can be taken to address\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>se fluctuations &#8212; positive or negative. And <a href=\"https:\/\/searchenginewatch.com\/2021\/02\/05\/the-future-of-google-and-what-it-means-for-search\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google<\/a> simply does not allow\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>m to do this. Additionally, without a comprehensive set of insights, it can be very hard for agencies to justify budget needs to <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir clients as well, and how to counteract\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span> spends that other competitors are dedicating to certain segments. So agencies should be very wary of only relying on Google\u2019s analytics tools.<\/p>\n<h2><b>Explaining\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span> COVID-19 effect<\/b><\/h2>\n<p>As<b>\u00a0<\/b>COVID-19 has disrupted consumer online and <span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span> behavior it has also materially impacted <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0industry. From differences in\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0types of\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>es to a growing prevalence of local\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span> as individuals looking to stay closer to home amid\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0pandemic,\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0entire\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0industry is scrambling to make sense of what may unfold next as a result of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0current crisis. In addition, as we continue to move towards\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0conclusion of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span> pandemic,\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span> professionals are also being tasked with figuring out which pandemic era trends may stick around and which ones won\u2019t, adding a further layer of complexity to this already hectic period. Questions like, &#8220;which industries will emerge first?&#8221;, as well as, &#8220;which competitors will emerge fastest?&#8221; all need to be answered.<\/p>\n<p>Luckily, by embracing a more \u2018whole-market\u2019 approach to data, agencies can quickly make sense of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span> changes that are occurring and deliver data-driven explanations to clients seeking answers for why an unexpected outcome took place. Furthermore, agencies can keep track of which pandemic era trends seem to have \u201cstaying power\u201d and game plan accordingly.<\/p>\n<h2><b>Enabling a holistic view<\/b><\/h2>\n<p>Given how many different silos exist organizationally at agencies, it isn\u2019t surprising that synthesizing all of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span> data that exists and reporting on it is hugely labor-intensive. This can be particularly challenging for agencies that are assessing strategies across\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0full complement of clients\u2019 advertising activity, including traditional channels such as TV and radio along with other digital channels like mobile and paid social in addition to\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>.<\/p>\n<p>Breaking down\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0walls that exist between\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0different branches of agencies is\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0only way to get\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0\u201ctruth\u201d when it comes to reporting. This means making sure that\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span> data is fully harmonized, comparable, and accessible through an integrated tool that provides <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0right capabilities for each\u00a0<span class=\"mark85b8q7vok\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">agency<\/span>\u00a0role. AI can also play a critical role in creating fast, highly usable insights that can quickly translate into action. . This integrated and intelligent approach will cut down significantly on time spent generating reports while also making an\u00a0<span class=\"mark85b8q7vok\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">agency<\/span>\u2019s performance much more agile, effective, and accurate.<\/p>\n<p>After having to deal with a tremendous amount of upheaval and rethinking over\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0last decade,\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0idea of having to adapt is not a new one for agencies. Yet, while agencies have done well to roll with\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0times thus far,\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span> still represents a bit of a pain point. However, by re-examining <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>\u00a0current state of\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir data operations, agencies can boost <span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir\u00a0<span class=\"mark9k6uq0yzm\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">search<\/span>\u00a0<span class=\"mark71lgjm9b5\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">intelligence<\/span>\u00a0exponentially, while making\u00a0<span class=\"markgqcbu2mn8\" data-markjs=\"true\" data-ogac=\"\" data-ogab=\"\" data-ogsc=\"\" data-ogsb=\"\">the<\/span>ir entire business more intelligent as well.<\/p>\n<p><em>Ian O\u2019Rourke is CEO at Adthena and Stephen Davis is the Global Product Leader for Media Intelligence at <a href=\"https:\/\/www.kantar.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kantar<\/a>, a leading British market research company.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>How can agencies fill the voids in their search intelligence? Ian O\u2019Rourke, CEO, Adthena, and Stephen Davis, Global Product Leader for Media Intelligence, Kantar shed light on this dilemma.<\/p>\n","protected":false},"author":1092,"featured_media":142971,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,5],"tags":[197,27813,27848,980,37,116,28065,93,22,32],"content_type":[],"class_list":["post-142970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-seo","tag-bing","tag-covid-19","tag-covid-19-and-seo","tag-data-analysis","tag-google","tag-industry-trends","tag-influencer-commentary","tag-search-engines","tag-seo","tag-serps"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2021\/02\/Solving-the-agency-search-intelligence-gap.png","category":"Industry","timeago":"5y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142970","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=142970"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/142970\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/142971"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=142970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=142970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=142970"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=142970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}