![Primary North American Marketing Agency Deficiencies, July 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/178001-179000/178794.gif "Chart - Primary North American Marketing Agency Deficiencies")
The pressure to measure marketing’s business value has increased, and agencies should remember this when competing for new business. In July 2014 polling by RSW/US, 40% of marketers in North America said that a lack of foundation in analytics was the single-biggest deficiency among agencies vying for their business, the No. 1 response. A lack of focus on meaningful key performance indicators ranked a close second, cited by 38% of respondents.
Marketers’ responses indicated that it was critical for agencies to come to an initial meeting with thoughts about their businesses and questions that showed they were interested in their companies. On a scale of 1 to 10, 10 being “very important,” 93% of marketers ranked this at 8 or higher, with 59% giving it a 10. Read the rest at eMarketer.
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