Agencies and marketing consultants most frequently are the execution arm for the brands. While they are often involved in marketing strategy, they are less likely to be involved in discussions centering on business strategy. Accordingly, many execution strategies and even tactics take place in a near-vacuum of business analytics and reporting causing challenges as digital transformations accelerate and the need for scalable business reporting likewise grows.

Furthermore, data privacy regulations cause mounting pressure on audience identification and subsequent targeting as well as questions about the governance of the 1st party data that is not in the control of the brand.