Integrated data platform Adverity recently discussed how agencies can scale their data strategy with Cameron Benoit, Director of US Solution Consulting.
Agencies often struggle with fragmented data systems that hinder scalability and decision-making. Benoit highlighted that addressing these challenges requires not just technology, but a clear strategy for unifying data sources and prioritizing actionable metrics.
Having worked on some of the largest data processing and data mining implementations in the world, Benoit shared some valuable insights into how agencies can manage complex data pipelines, automate processes, and improve decision-making to fuel growth.
Cameron Benoit, Director of US Solution Consulting at Adverity, points out that agencies understand and support the unique needs of their clients.
“I believe in applying more focus to the common ground – the core challenges and opportunities shared by many clients. This approach not only improves efficiency but also enhances the overall quality and consistency of our client's marketing efforts.”
In his discussion on Adverity’s podcast “The Undiscovered Metric,” Benoit touched on the importance of using the right metrics, automating data integration, and using schema mapping to ensure consistency across data sources.
He said that with the right setup, agencies can reuse about 80% of a client’s needs, and build on the remaining 20%.
“Although there are a ton of new data sources, the core six or seven data sources are staying the same. Seeking out similar clients can help agencies grow quickly and future-proof their business.”
Key Strategies for Optimizing Agency Growth
He also highlighted three key questions each agency should ask about their data pipeline, including:
- How easy is this to change for multiple clients?
- Is adding a new client to the pipeline simple?
- How much time is my team spending on data processes?
Benoit shared his view on the future of data, and how agencies will increasingly rely on automation. To this end, he offered four essential tips for agencies looking to scale:
- Invest in automation: Automating data pipelines will save time and reduce errors.
- Reuse existing processes: Seek out similar clients and build on existing workflows to save time.
- Standardize naming conventions: Ensure consistency across all data sources.
- Go beyond high-level vanity metrics: Look for deeper insights in the data, focusing on metrics that drive value for clients.
According to Benoit, agencies can innovate by developing groundbreaking solutions that address the broader market, not just individual client requests.
“We help agencies scale by identifying shared needs and enabling them to innovate, automate, and replicate. They can automate by building robust, scalable processes to handle data collection, transformation, and visualization, ensuring efficiency and consistency across projects.
With Adverity, agencies can also replicate solutions by leveraging templates and standardized approaches, like consistent column names, to quickly deploy across multiple clients — freeing up resources to focus on higher-value activities.”
Above all else, Benoit noted that the time for manual processing has come and gone. Automation is a necessity, guaranteeing up-to-date and accurate data that saves loads of time and money, and reduces human errors.
