Smarter Marketing Insights Start with Data

We hear it constantly: "Let the data guide your marketing decisions." And while that’s true, it’s also overwhelming, especially if you’re unsure what data to collect, what constitutes a marketing insight, or how to turn charts and dashboards into actionable results.

I recently explored this a bit more (thanks to a very enthusiastic AI-generated blog from Wix). While some parts felt too buzzwordy to be useful, it did prompt me to think: there's value in revisiting how we approach data, especially when we're working alone or without a whole team behind us.

Here’s a more grounded take on how I approach using data in my marketing process, as well as the kind of particularly helpful marketing insights.

Understanding the "Insight" Part of Marketing Insights

Data on its own is just numbers. It becomes useful only when it reveals something you didn't already know, or confirms something you've suspected but couldn't prove.

Tools like Google Analytics or HubSpot can help you figure out:

• Which pages are quietly doing all the heavy lifting

• What content gets ignored (ouch, but helpful)

• Where your audience is coming from, and how long they're sticking around

This kind of insight is what lets you pivot your strategy with confidence, whether that's shifting focus to your most-clicked blog topic or realising your homepage could use a clearer call-to-action.

Not All Data Is Worth Obsessing Over

One thing I've learned (especially as someone who likes things to look neat) is that not all data is helpful. Some of it's just noise.

What matters depends on your goal. Want more newsletter sign-ups? Focus on conversion rate and traffic sources. Trying to figure out why people don't stay on your blog? Look at bounce rate, scroll depth, and time on page.

For me, a simple starting point is asking: What am I trying to improve right now? And then only paying attention to the metrics that connect to that.

Analysing Data Without Getting Lost in It

Once you've collected the correct data (i.e., the information that helps you achieve your goals), the next step is to make sense of it. And no, this doesn't mean you need to become a full-time analyst.

Here's what I've found useful:

• Visualisation: Bar charts, pie charts, dashboards, whatever helps you see what's working and what's falling flat.

• Segmentation: Don't treat your audience like one giant blob. Break things down by age, interest, and how they found you so that you can market smarter.

• A/B testing: A classic for a reason. Try out two versions of something (such as email subject lines, CTAs, or landing pages) and see which one performs better.

• Predictive tools: If you're feeling fancy (or just using something like HubSpot), these tools can help you forecast what's likely to happen next based on past events.

The real trick? Stay objective. It's easy to become attached to a campaign you love or a post you thought would be successful. But if the numbers disagree…listen.

Using Data Actually to Do Something

Data only matters if you act on it. Once you spot what's underperforming, use that info to adjust your strategy.

Let's say:

• People keep bouncing off your product page? Try a clearer copy, better images, or a more obvious CTA.

• Do you notice more views on your video content than your blogs? Perhaps it's time to consider a different content format.

And of course, personalisation is where data shines. When you know what your audience responds to, you can tailor your emails, posts, and

even product suggestions to feel way more relevant.

Just don't forget to track what happens after the change, too. Data is an ongoing loop, not a one-and-done fix.

What Does "Success" Even Look Like?

This bit's personal. Success should align with your own goals, not someone else's.

If you're trying to grow your newsletter, track sign-ups and engagement. If you're focused on sales, consider how they align with your marketing efforts. Run A/B tests, keep an eye on the numbers that matter, and don't panic if you don't see instant results. Momentum builds.

Data Isn't a One-Time Thing

One of the biggest myths in marketing? That you can "set and forget" your strategy.

What worked two months ago might flop now. Customer needs shift, algorithms change, and honestly, people get bored.

That's why regular check-ins are key. Keep a pulse on your analytics. Build in feedback loops (even a quick Instagram poll counts). Stay curious about what works and what doesn't.

Turning Insights into Action

Here's where it all comes together. What do you do with your data?

• Create customer personas based on the individuals who interact with your site or content.

• Time your campaigns based on when your audience is online and engaging

• Tailor your content so it doesn't just exist—it connects

Your data doesn't need to be perfect. You just need to use it like a compass, not a cage.

Looking Ahead: The Data-Driven Future

AI, predictive analytics, and machine learning are no longer just buzzwords; they are now integral components of modern business operations. They're tools we can use to work smarter, not harder.

And here's the thing: ignoring your data won't stop your competitors from using theirs.

So, whether you're building a personal brand, freelancing, or running a business, now's the time to lean in, even if it's just one stat or insight at a time.

Final Thoughts

You don't need a data science degree or a whole marketing team to make smarter decisions. Just know what you're looking for and be ready to adjust when the numbers shift.

Start small. Track one thing that matters. Test. Rethink. Marketing isn't about perfection; it's curiosity, iteration, and learning what connects.

Over to You

Are you using data to guide your strategy right now? Or still figuring out where to start?

I'd love to hear how you use (or avoid!) data in your marketing. Please drop a comment, send a message, or let me know your go-to tool or tip. Let's swap ideas.