What buyers love about data-driven agencies

In M&A, buyers aren’t just looking for great creative or strong client rosters. They’re looking for predictability. And that’s precisely what data-driven agencies can demonstrate.

Being data-driven means more than reporting metrics. It’s about embedding analytics into decision-making, growth strategy, and client relationships. Buyers love this because:

• It de-risks growth. Data-driven forecasting shows what happened and what’s likely to happen next. That gives buyers confidence that growth is sustainable.
• It strengthens client stickiness. Agencies that track ROI and performance at a granular level prove their value every quarter. That proof keeps clients and keeps revenue secure.
• It makes integration smoother. Transparent, measurable processes reduce waste, sharpen margins, and translate well into larger group structures.
• It builds defensible IP. Data capabilities are increasingly a differentiator in competitive sale processes, from proprietary dashboards to unique analytics models.
• It signals future-readiness. With AI and automation reshaping the industry, agencies already fluent in data have a clear head start.

We recently advised on a transaction where the deciding factor wasn’t creativity or client list, it was the agency’s ability to prove, with complex data, how every campaign drove measurable impact. That evidence gave the buyer the confidence to pay a premium multiple.

For buyers, the message is simple: agencies that can prove performance command stronger valuations than those that can only claim it.