The Data Driven Agency with Marcel Petitpas

Last Updated: 

October 12, 2023

Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency back in his early 20’s.

He’s also the fractional COO at Gold Front, an award-winning creative agency in San Francisco working with brands like Uber, Slack, Keap and more. As well as the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world.

In his work as a speaker, podcast host and consultant, specialising in Agency Profitability Optimisation, he's helped hundreds of agencies around the world measure the right metrics and improve their operations and profitability.

When he’s not helping agencies make more money, he’s probably watching “The Office” or “Parks and Rec” on a never-ending loop and eating breakfast foods for every meal of the day.

What will be discussed on today’s show:

  • How agencies should measure their performance
  • Key metrics to track
  • Targets to aim for & industry benchmarks
  • Exactly what formulas to use to calculate them
  • Example metrics:
  • Financials (Revenue, AGI, Gross Profit, Net Profit, Overhead Spending)
  • Utilisation Rates
  • Average Billable Rates
  • Labour Efficiency Ratio
Get Your FREE Signed Copy of Take Your Shot

What is Marcel Working on Right Now:

How to get hold of Marcel:


To find out more about Fearless Business:

Join our amazing community of Coaches, Consultants and Freelancers on Facebook:

And check out the Fearless Business website:
>> and

Let’s get one thing straight: the best marketing is data driven. Whether it’s using personal data to target your customers, or using public domain data to predict trends, a data driven agency is going to be better at what they do than an agency that isn’t. But what does “data driven” mean? Here are some examples of how you can use data in different parts of your business and how those technologies are changing the face of marketing as we know it.

What is a data driven agency?

A data driven agency uses data to drive their marketing, content, social media and more. Data-driven agencies use data to inform their decisions about what marketing tactics to use, what content to create and how best to engage with their audience.

A data driven agency will be able to answer questions like:

  • What are our current customers' interests?
  • Are they happy with us?
  • How do we know if they're happy or not?

Data driven marketing

Data driven marketing is the process of creating relevant content and measuring its impact. It's also how you'll drive your marketing strategy by understanding your customer better than ever before.

Data can be used to understand your audience, target them based on their needs and wants, create content that speaks directly to those needs/wants and then measure the effectiveness of everything you do (from email campaigns to social media posts).

Data driven content

Data driven content is a key part of the customer journey. It can be used to drive traffic, build brand awareness and increase conversions.

It can also be used to generate leads by helping potential customers understand more about your product or service. When you know what people want, it's easier to tailor your messaging so it's relevant for them - which means they're more likely to take action (like filling out a form).

Data driven social media

Data-driven social media is used to drive engagement, conversions, loyalty and brand awareness.

When you're using data-driven social media strategies you are able to see what works and what doesn't so that you can optimise your efforts moving forward. This means that if a campaign isn't working out as well as it should be then you can quickly make adjustments before the money runs out or before people lose interest in your brand altogether.

Data driven PR

PR is about getting your message out there. PR is about creating a buzz, and creating a story that people want to follow. The art of PR is making sure that when people hear about your brand or product, they want to know more about it--and if they do, then you've done your job well!

PR professionals are always looking for new ways of doing things; we're constantly experimenting with different tactics and strategies so we can stay ahead of the curve when it comes to reaching our audience. Data-driven PR is just one way we're trying new techniques while still keeping our clients' best interests at heart (and hopefully yours too).

A data driven agency uses data to drive their marketing, content, social media and more.

A data driven agency uses data to drive their marketing, content, social media and more.

Data is the fuel that powers a data-driven agency. Without it, an agency can't make decisions or create content that works for its clients. It also can't measure the success of its work or adapt accordingly when necessary. A good example of this is an ecommerce site that uses Google Analytics to track how users interact with the site's landing pages (the pages where visitors first enter). If someone visits one of these pages but doesn't convert into buying something from there (or even clicking on links), then it's clear you need to rethink your approach if you want more sales conversions!


Data driven marketing is a great way to get the most out of your marketing efforts. It allows you to be more targeted and effective with your ads, which means less money spent on wasted impressions. Data driven content is also important because it helps you connect with customers on an emotional level that traditional advertising doesn't always reach.

People Also Like to Read...