How agencies can ace their next RFP

"Bradley Keefer, CRO, Keen Decision SystemsData is an essential part of any modern marketer's toolbox, helping them improve their targeting practices, create media plans or win new business during the RFP process. However, many agencies still rely on outdated legacy tools, which often don't have the most effective data available. Media planning today continues to rely on a system that was built 20 years ago. As a result, agencies can't effectively forecast outcomes, optimize their investment strategies or create media plans without tapping into brand data."

"The current forecasting landscape Most planning modules are too narrow or not cross-channel strategic. Most agencies rely on early-career buyers who know Google, Meta or TikTok, but saddle them with tools like Nielsen, Commspoint and Google Planner, making it hard to build cross-channel, client-ready plans. They also fail to account for newer channels like retail media, OTT or influencers, neglecting valuable channels for the modern marketing landscape."

"As a result, agencies forecast impressions instead of outcomes, and don't model for risk. They also don't help with new business or client retention, as existing and potential clients will choose a more innovative agency that can plan for these channels. Additionally, many traditional marketing mix modeling tools lack access to client sales and revenue data, meaning media plans are relying on frequency and reach impressions without any way of measuring them. Clients want new measurement investments, but they require extensive data integrations and a lengthy validation process, which can be a roadblock for more traditional agencies."

Many agencies rely on legacy planning tools built decades ago, lacking cross-channel strategic capabilities and up-to-date data. Planning modules often focus on impressions and frequency rather than measurable outcomes and risk modeling. Agencies commonly depend on buyers familiar with platform buying but constrained by tools like Nielsen, Commspoint and Google Planner, omitting newer channels such as retail media, OTT and influencers. Traditional marketing mix models frequently lack access to client sales and revenue, preventing accurate measurement. Data integrations and validation requirements hinder adoption of new measurement. Marketers need platforms that provide comprehensive data to build effective forecasts and plans by 2026.

Read at Digiday