People Design
Technology
(PDT), a Dallas-based research and consulting firm
specializing in online strategy and agency selection and utilization, plans a
national study to quantify the effectiveness of Internet agencies in meeting
the needs of marketers.
Findings will be presented in a talk entitled “What Do Clients Want?” at
Thunder Lizard’s Web Advertising ’99 conference April 26-28 in New York.
The study will measure clients’ satisfaction with the practices of
interactive services firms including Web developers, ad agencies, systems
integrators and other online service
providers. The study will focus on: Criteria used in selecting an interactive
firm;
Clients’ expectation levels for interactive firms; external vs. internal
online resource selection issues; Common causes of breakdowns in client
relationships; Online resource utilization forecasts; Gaps in the service
offerings of interactive firms.
“Because e-business has reached such a critical mass, the need for an
industry report card has become vital,” said Thom Forbes, chairman of Thunder
Lizard’s Web Advertising ’99 and editor of BackChannel, the newsletter of the
American Association of Advertising Agencies. “There is a clear and present
need for quantifiable information about the performance in the interactive
field.”
P|D|T will do a phone survey of marketing, business unit and IT decision
makers from companies within nine industries: retail, financial services,
telecom, media, consumer packaged goods, professional services, healthcare,
durable goods and utilities.
Additionally, clients who recommend, select, or manage outside Web
development resources may register to participate here.
“The survey will identify the key issues in client-agency relations, provide
benchmarks for client satisfaction in online advertising and marketing, track
current and planned usage of internal and external resources, and rate
agencies qualitatively and quantitatively,” said Lee Wright, founding
principal of PDT.
Wright, who will oversee the study, has more than 15 years of marketing
experience, having developed online strategies for a variety of
business-to-business and business-to-consumer companies.
