Marketing is more than just an art. It’s also a science.
There’s more to creating the best call-to-action on your landing page or picking the right font size for your homepage. The marketing agency you work with should be able to support their recommendations with data.
When talking with a prospective agency, ask questions on benchmarks, metrics, and analytics. Additionally, they should communicate these jargon-heavy words to you in easy-to-understand chunks.
Aside from asking on what should be measured, inquire on how often the report on progress should be made towards these metrics. Also, what adjustments can be made if data indicates that the campaign is not working?