代理机构的加速器（英）

1Agency Acceleration | | Funnel.io1Agency Acceleration | Funnel.ioAgency AccelerationNew research from Funnel spells out the mounting hazards facing marketing agencies, plus hidden opportunities to turn disruption into innovation and growth.2Agency Acceleration | Funnel.ioTable of contents 1. The optimism gap2. Agency report card3. Next-horizon measurement4. A golden opportunity5. Vision 2030Agency Acceleration | Funnel.ioFunnel surveyed 327 in-house marketing pro-fessionals and agency leaders globally. We also interviewed nearly a dozen agency leaders from high-performing, data-savvy shops in the U.S. and Europe. Our goal was to understand the unique challenges facing agencies, as well as how high-performing agency teams are innovating and out-competing the market. The research was managed by a third-party partner, Ravn Research, and sponsored by Funnel. About the research34Agency Acceleration | The optimism gap | Funnel.ioMarketers signal they may replace their agencies with AI-driven tech, but agencies appear unconcerned. Marketing agencies face a serious triple threat: 1. Pressure from regulators and Big Tech: Cross- device and web tracking was always a contentious issue in marketing. With new and continued pressure from regulatory bodies and Big Tech — such as the sunsetting of third-party cookies and iOS updates that emphasize user privacy — companies now face even greater challenges in profiling individual consumers and assigning objective value to paid media channels. All of this will have lasting effects on marketers’ long-term strategic goals. 2. A shortage of advanced analytics skills: Companies like Meta will struggle to effectively target users due to data loss, limiting agencies’ ability to attribute objec-tive success (e.g., post-click attribution). These chang-es will push agencies toward more statistical methods, like marketing mix modeling (MMM), which require data skills many agencies do not currently possess. These methods may also be too advanced for many agency clients to understand and invest in. 3. Changing perceptions about ‘value’: AI and auto- mation tools are being used by marketers and agencies alike to augment human work in areas like SEO, video editing, content generation, campaign optimization and targeting. In the short term, these changes are driving workflow efficiencies, but in the long term, these tools may erode some revenue sources for agencies and destabilize the marketer/agency relationship. Funnel surveyed both in-house marketers and agency professionals to find out what the future holds for the modern marketing agency in the face of these critical pressures. How can these agencies continue to provide value and even thrive? The optimism gap“Everyone says, ‘We’re data-driven.’ They believe that just because they’re downloading some data, sticking it in Excel and making pivot tables that makes them data-driven. But a lot of marketing spend is like handing out free pizza vouchers to people who are al