Barry Martin,
President at The Idea Center

Barry Martin founded The Idea Center in 1995 after identifying a gap in industries like construction, where companies had resources but weren’t working with ad agencies. That focus landed clients generating tens to hundreds of millions in annual sales. Soon after, Barry broke into the power sector, working booths at international trade shows and carving out a niche that sustained the business for years.

When the construction market collapsed in 2009, Barry shifted gears again. The agency leaned into healthcare, a sector that now makes up 70% of its business, and various nonprofit organizations.

Before AgencyAnalytics, reporting was one of the most painful parts of the agency’s workflow. The team managed 30 to 40 monthly clients, and each report took one to two hours to prepare. That meant hours lost to logging in and out of multiple accounts, pulling data manually, and piecing together reports that still lacked the depth Barry wanted to deliver.

This was a major hurdle in an agency that values efficiency. Barry points out that in a fixed 40-hour week, every task needs to pull its weight. Time wasted on repetitive reporting meant less attention to client strategy, campaign adjustments, or testing new tactics. Clients expected proof of performance, but the existing process made it harder to provide those insights at scale.

The agency needed a centralized reporting solution—something reliable, comprehensive, and fast enough to free up significant time every month without sacrificing quality.

Barry found what he was looking for in AgencyAnalytics. The setup was straightforward, and the platform quickly became the hub for all client reporting. Reports that once took up to two hours now take as little as 15 minutes, even when pulling in data from multiple integrations. 

Barry also values the accountability the tool creates, both for his team and for clients. Every metric is tracked and transparent, leaving little room for guesswork or assumptions. With AgencyAnalytics, The Idea Center delivers reporting that sets it apart from competitors.

The Idea Center now saves an estimated 75 hours monthly, translating into more than 900 hours per year. With reporting no longer a drain, the team uses that time to refine client campaigns, test new strategies, and stay ahead of industry changes. Adopting AgencyAnalytics has also had a real financial impact, saving the agency tens of thousands of dollars annually.

Another significant benefit is client retention. Consistent, professional reports give clients the visibility they want, making it easier to justify budgets, share progress with stakeholders, and continue long-term partnerships. Reports are no longer a chore—they’re a strategic asset that strengthens relationships.