Data Walled Gardens for Agencies

In building out our Agency Edition of the Balihoo tool, one of the things that we realized in talking with our customers is that vertical organizational structures are often less important than client or account based structures. As service based companies evolve, your physical office is purely where you live, while creating ‘walled gardens‘ around client data is much more critical. Agencies are no exception. From our lens on the media buying world, a walled garden is one where certain data that needs to be protected inside the walls, but aspect of this data can be shared across the enterprise to make the organization more efficient as a whole. For example, negotiated rates and media mix for a client may need to be kept protected, however the buyers interaction with vehicle owners or contacts should be available to ensure efficient RFP response and campaign development for all clients.

To facilitate this, Balihoo has developed a feature called Agency Access Groups, which allows walls to be put up around client data, to the level at which is required by their client. These walls can be set up at the account level, brand level or campaign level depending on the needs of the client as well as the competitive nature between clients in the same industry.

This tool allows the creation of data walls within a given office or across multiple offices within the same buyer company depending the the needs of the client. Agency Access Groups are completely managed by the buyer administrator through our admin console, and can be changed or updated as needed when new clients come on board or new groups need to be defined for different business applications. This will give the agency the flexibility it needs to streamline their business while offering enhanced service levels to their clients. Contact Balihoo for more information on this feature and how it could be used within your organization.