Integration of the client and the agency

In this article we will tell you how we organize Client-Agency integration and communication.

Team Composition

From Agency side, three people:

• Teamlead oversees the work of the project and is responsible for the strategy.
• PPC manager is responsible for setting up advertising campaigns and KPIs;
• Web-analyst is responsible for the data collection and its correctness, data visualization;

In cases where the Team Lead has difficulties or disagreements with the client, the executive partner assigned to the project get involved. Similarly, senior specialists in display advertising and web analytics can be involved..

One of the main channels of communication is chat in Telegram/Whatsapp. In chats, you can quickly resolve urgent and important issues. At the same time in the chat you get notifications about budget balances, or sudden changes in KPIs.

On the Client side, appart from the owner, a marketer and sales manager are often involved. Thus, we get at least 6 active participants in each project.

At the start of the project, we already have at least 10 tasks. It is very inconvenient to manage these tasks in chat or email correspondence, so we use the task management system Asana.com. Your introduction to this service will begin with an email invitation that includes instructions on how to register and the other basics.

Notifications

For all important events Asana sends email notifications. We emphasize that notifications come only for tasks that really require your attention, we turn off everything unnecessary. You can work through the website, mobile app, or via email. There will be a separate guide on how to work via email.

The first thing you will see when you connect to the project is the main screen. At first glance, it may seem complicated, but it is not. Each column corresponds to a task status, each item in the grid is a separate task.

A task card contains a title, description, assignee, due date and comments.

Everyone who is subscribed to the task will see the comments to the task. By starting a message with the "@" symbol, you can address a specific specialist, even if he or she is not yet in the followers.

If you want to get a detailed answer to a question, or set a task, it is better to do it in Ticketscolumn. This way you won't distract anyone, and the answer will be complete, and you can always return to it.

All documents related to the project, as well as access to the advertising accounts and third-party services are stored in the "Messages" tab.

Tasks that require the client's participation or approval are in the Client tasks column. The client is assigned to them, and notifications about the appearance of such tasks are sent to his email.

Consider the Coordinate Dashboard task. Before launching campaigns, we make an online report that allows you to evaluate the effectiveness of campaigns. Reporting is done not by advertising campaigns, but in the more understandable and familiar to the client terms, such as categories of goods or services. The report is interactive, and if you click on any line, all the data will be reconstructed and you will see the cost per lead, sales quantities and revenue for a particular category.

Another important task is the Final Report. The project work is divided into monthly periods, and the end date of the current period is specified in the project header. We call these periods iterations, and at the end of each we prepare a report. The main document of the report is a Google table with the main indicators and tasks for the period. The format is convenient because the client can leave comments right in the document and compare the results with other periods. In addition, the table captures all the solutions tested, and we clearly adhere to the strategy, instead of testing the same hypotheses several times.

We have a detailed guide on how to work with the report, but within the framework of this article we will not consider it, so as not to complicate it.

We talked about the main points of Client-Agency integration. You can read more in our Customer Knowledge Base, which we also provide access to at the start of cooperation.