The Performance Agency Plan for Growth, produced in partnership with Google, is based on findings from an online survey of nearly 400 senior executives from performance marketing agencies.
Throughout the report, leading agencies are contrasted with the mainstream as defined by their 2018 revenue growth.
The common ground between the two groups describes an industry moving toward a greater mastery of data and putting it to work across the whole of the customer journey. Their differences highlight how leaders are moving quickly to reorganize their capabilities to focus on their client’s strategic goals of revenue growth, customer retention and market share.