You’ve got mountains of campaign data—now what? Not all data points are created equal. Prioritize those that tell you: ✅ What’s working — Conversion rate, ROI, engagement metrics ✅ Who it’s working for — Audience segmentation, demographics, behaviors ✅ Why it’s working — Attribution data, user journeys, top-performing content Start with what drives action. Then dive deeper. The gold is in the “why.”

I prioritize data that ties directly to business outcomes—like conversion rates, customer acquisition cost, and retention. Engagement metrics are helpful, but only if they lead to action. I also track audience insights to refine targeting and messaging. It’s easy to drown in data, so I focus on what moves the needle, not just what looks good.

Facing mountains of marketing data - 1) I prioritize metrics directly tied to my core objectives. This means focusing on conversion rates, customer lifetime value, and ROI, as these truly indicate campaign effectiveness and business growth. 2) I also keep a close eye on customer engagement to understand audience sentiment.

⸻ At the leadership level, I care about data that proves momentum: • Are we acquiring quality attention? (Audience growth, qualified traffic, fit-for-purpose leads) • Are we creating compounding outcomes? (Conversion velocity, pipeline acceleration, LTV expansion) • Are we reducing waste? (Cost per outcome, media efficiency, operational margin) Volume metrics are vanity. I want indicators that tell me: “Is this plan getting sharper, stronger, and more efficient?”

Golden take! In 2025, #LinkedIn data shows intent-driven engagement (CTR + conversion path) trumps vanity metrics—73% of APAC marketers restructured KPIs to reflect that (via Campaign Asia). “If your metric’s just for show, your pipeline’s running low!” Case in point: Shweta Krishnamurthy at Shopee Singapore revamped their CRM to track micro-conversions—lead quality shot up by 42%. Data isn’t noise, it's a map. 👏

Work backwards. Start with your goal: Lead generation? Brand awareness? Customer retention? Traffic? Conversion? There are only 3-5 data points that really matter for each objective. Focus on those. Identify them by tracing the customer journey. Then benchmark against your industry averages. Ignore the noise, not every data point is providing data for every campaign!

Well, I prioritize data that ties directly to business outcomes I think and proritize customer acquisition cost, conversion rates, and lifetime value. Vanity metrics can wait; impact metrics lead the way.

Data that provides insights that can drive an action and ties back to your goals should be prioritized first. If the data tells you something, but it isn't something you can use to change things such as your targeting, offer, channel, then it should be deprioritized. Those "golden nuggets" are data that tell you something meaningful AND you can use to do things such as optimize your communication, adjust your strategy or make updates to your funnel.

The metrics you track should align with the goal you set at the start. If your goal was brand awareness, focus on impressions, how many people saw your post. If your goal was lead generation, look deeper: • What’s the click-through rate (CTR)? • Which links were clicked? • How many form fills happened? • At what point did the prospect drop off on your website? Track the metric aligned with your objectives.