All digital marketers agree that data collection is critical to measuring the success of any marketing effort. Data from your ad campaigns, SEO efforts, and traffic from your website visitors will help you better understand what's going on. If this is where you stop, you are missing a big opportunity to use your data to make impactful improvements. The purpose of collecting data should be to tell a story about the results of your efforts. This story should be used to make your data actionable. Reports are too often littered with an overwhelming number of metrics that show performance but do little in terms of helping discover areas for improvement. Focusing on the key metrics that are able to indicate what is going well and what can be improved will not only simplify your reporting but will enable you to make continuous improvements to your campaigns. 

In this week's Digital Marketing Mondays Hans and Devin discuss how to make your data actionable and why that will benefit both the marketer and client.