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Data doesn’t have to be overwhelming. It just has to be useful.
If you’ve been following along this blog series, you’ve already:
- Reviewed your overall marketing performance
- Started using Google Analytics to track what’s happening
- And looked at the key metrics for measuring financial ROI
So what now?
This final blog is all about what to do with that information: how to actually use your marketing data to make decisions that move your business forward.
Because knowing the numbers is great. But knowing how to act on them? That’s where the magic happens.
What does “using data” even mean?
Using marketing data to make decisions doesn’t mean creating complex reports or needing an analytics degree.
It means pausing for a minute before you decide what to post, where to show up, or what to spend your money on, and checking what the data tells you.
I’ve said it before and I’ll say it again – it’s not about perfection. It’s about making smarter, more informed choices that are backed by real info, not just gut feel (although yes, gut feel still has a place too).
Five ways to use data in your marketing decisions
1. Refining your content topics
When you see a blog, video or post that’s had more clicks, shares or comments than anything else? That’s a clue.
Your ideal clients are telling you what they care about. So, lean into it. Create more content on that topic, break it into smaller posts, or turn it into a downloadable guide.
Action idea: Review your top-performing blogs or social posts from the past six months. Choose the top two and brainstorm 3–5 new content pieces for each. These could be follow-up blogs, a short video, a carousel, or an FAQ post.
2. Choosing your platforms
If you’re posting across five channels but 80% of your website traffic or enquiries come from LinkedIn and Google, that’s where you should be ‘playing’.
You don’t need to be everywhere. Use the data to double down on the platforms that actually bring people in.
Action idea: Check Google Analytics to identify your top two referring platforms. For the next 30 days, put 80% of your effort into those channels. Track results and adjust your focus accordingly.
3. Improving your website journey
Bounce rates, time on page, and click-throughs tell you how people move through your website, or whether they leave straight away.
If a service page has high traffic but low engagement, maybe the content isn’t connecting or there’s no clear next step.
Action idea: Pick one high-traffic page with low engagement. Add a clear call to action (e.g. button, form, or link to contact page), and update the content so it speaks directly to the problem your ideal client is trying to solve.
4. Planning your next campaign
Whether it’s an EOFY promo, a webinar, or a seasonal offer – data can help you shape your messaging, timing, and focus. Look at what worked last time, what keywords people are searching for, and which messages got traction.
Action idea: Before launching your next campaign, pull insights from your last one. Use open rates, click-throughs, or engagement to guide your next subject lines, headlines, or call-to-action wording. Then test and measure. Plan to test one small change and compare the result.
5. Stopping what’s not working
Sometimes the most useful data insight is what not to keep doing.
If you’ve been blogging monthly but no one’s reading, or if you’re posting reels but getting no views, don’t keep doing it just because it’s on your list.
Action idea: Do a quick audit of your last three months of marketing activity. Highlight what’s underperforming based on views, engagement or conversion and pause that activity for a month. Reallocate that time to what’s delivering better results.
Note: This doesn’t mean stop too soon (some things take time), but if you’ve given it a proper go and the data consistently shows it’s not working, it might be time to change it up, or redirect that energy elsewhere.
Keep it simple and stay curious
Using marketing data to make decisions isn’t about being a robot. It’s about giving yourself better information so you can do less guessing and more of what works.
You don’t have to look at every stat. And you don’t need to act on every number. But checking in regularly, especially at EOFY, is one of the easiest ways to make sure your marketing is still aligned with your business goals.
And if you're not sure how to read the data or what decisions to make from it? That’s exactly the kind of thing I help my clients with. Let’s talk.
