One time at work, I was overwhelmed by data from various digital marketing campaigns. To uncover insights, I focused on key metrics like conversion rates and engagement, looking for patterns that aligned with business goals. In my experience, using data visualization tools helped simplify complex information. A/B testing and attribution modeling also made it easier to pinpoint what was driving results. A thing I found helpful was collaborating with my team to interpret the data. Different perspectives often revealed insights I might have missed, helping us make more informed, effective decisions.

To uncover insights from overwhelming data, I focus on key metrics aligned with campaign goals, such as conversion rates, customer behavior, and ROI. Using tools like Google Analytics, I segment data to identify trends and patterns across different channels. I prioritize data points that reflect performance, like click-through rates or bounce rates, and compare them against benchmarks. Regular A/B testing helps refine strategies. Visualizing data with dashboards in tools like Tableau or Power BI simplifies complex information, allowing me to make data-driven decisions and optimize campaigns for better results.

Step 1: Define what matters. Traffic, ROI, CAC—pick 3-5 KPIs tied to revenue. Ignore vanity metrics (nobody cares about bounce rates if your ROAS is fire). Step 2: Slice the data. Tools like Looker or Google Data Studio help you segment by channel, audience, and time. Trends live in comparisons. Step 3: Spot anomalies. Spikes or dips mean “dig deeper.” Use Hotjar for behavior insights or SEMrush for competitor analysis. Step 4: Test insights fast. Found that TikTok converts but YouTube doesn’t? Shift spend yesterday. Insights are useless unless they drive action—and cash.

The data you're looking for is basically related to your goal!! For example, if you're running an ad with the aim to increase the number of followers, the data you need to track is the increase in the # of followers. If you're running a video ad to generate awareness, you can track the following metrics: VTR, impressions, and reach. For better results, I recommend using A/B testing targeting the same audience with the same goal but different CTAs, hooks, and styles. This can help you understand your audience better, hence achieve better results...

You need to know, which stats to look out for and how they align with your marketing objectives e.g.if aim is to get leads then what is the Cost per Acquisition (CPA) and if it's higher then your expectations then get back to drawing board, check ad creatives/text etc and optimize them for better CPA.