Marketing is no longer just about creativity and intuition—it’s a data-driven field where decisions are backed by insights from different data sources. To build successful strategies, Marketers need to master multiple data types that measure both online and offline brand performance.
Whether you’re working on a digital campaign, managing retail sales, or tracking brand health, knowing which data to analyse is key to driving business growth.
This article covers the essential traditional and digital data sources that Marketers should understand, how to use them, and why they matter.
1. Retail sales & market performance data (Nielsen, IRI, Kantar, Retailer POS Data)
Why it’s important:
For brands selling in physical retail stores, tracking sales data helps measure distribution, competitive performance, and promotional impact.
Key metrics to monitor:
• Market share & competitive bench-marking
• Sales volume & value growth (as well as Rate Of Sale performance)
• Promotional effectiveness (lift from discounts & campaigns)
• Retailer performance by channel (e.g., supermarkets vs. convenience stores)
How to use it:
• Identify high-performing retail channels and optimise distribution
• Measure the impact of in-store promotions on sales
• Compare performance against competitors in the category
2. E-commerce & sales data (Shopify Analytics, Amazon Seller Central, PayPal Reports)
Why it’s important:
For brands selling online, tracking e-commerce data helps improve conversion rates and maximise revenue.
Key metrics to track:
• Cart abandonment rate & checkout conversions
• Average order value (AOV) & customer retention
• Sales trends across product categories
How to use it:
• Optimise checkout flows to reduce drop-offs
• Run personalised offers based on purchasing behaviour
• Use retargeting ads to bring back potential buyers
3. Consumer brand tracking & brand health studies (YouGov, Kantar, Ipsos, Brand Equity Studies)
Why it’s important:
Consumer trackers help brands measure awareness, perception, and loyalty over time, providing insight into brand health and competitive positioning.
Key metrics to track:
• Brand awareness (aided vs. unaided recall)
• Brand consideration & purchase intent
• Customer satisfaction (Net Promoter Score – NPS)
• Brand sentiment & reputation
How to use it:
• Identify strengths and weaknesses in brand perception
• Adjust messaging to improve brand positioning
• Measure the long-term impact of Marketing efforts
4. Market research & consumer insights (Nielsen, Google Trends, focus groups, surveys)
Why it’s important:
Understanding consumer behaviour and industry trends helps brands stay ahead of competitors and adapt to changing market dynamics.
Key insights to gather:
• Industry trends & competitive bench-marking
• Consumer preferences & buying habits
• Emerging markets & growth opportunities
How to use it:
• Adjust Marketing strategies based on new trends
• Develop products/services that align with consumer demand
• Use surveys and focus groups for direct feedback
5. Website analytics (Google Analytics, Adobe Analytics)
Why it’s important:
Your website is the heart of your digital presence. Tools like Google Analytics provide insights into traffic sources, user journeys, engagement, and conversions.
Key metrics to track:
• Traffic sources (organic, paid, direct, social, referral)
• Bounce rate (users leaving without taking action)
• Pageviews & session duration (engagement indicators)
• Goal conversions (purchases, sign-ups, downloads)
How to use it:
• Optimise website content and user experience
• Identify the best-performing acquisition channels
• Improve SEO and content Marketing strategies
6. Search Engine Optimization (SEO) data (Google Search Console, SEMrush, Ahrefs)
Why it’s important:
Organic search is a key traffic driver, and SEO data helps brands rank higher on search engines and capture intent-driven users.
Key metrics to track:
• Keyword rankings & search impressions
• Organic traffic growth & Click-Through Rate (CTR)
• Back link profile & domain authority
How to use it:
• Optimise content for high-intent keywords
• Fix technical SEO issues (page speed, mobile optimisation)
• Build back links to improve domain authority
7. Social media analytics (Meta Insights, LinkedIn Analytics, TikTok Insights)
Why it’s important:
Social media platforms offer direct engagement with your audience, and their built-in analytics help measure performance and ROI.
Key metrics to monitor:
• Engagement rate (likes, shares, comments)
• Follower growth & audience demographics
• Click-Through Rate (CTR) on Social Ads
• Video views & watch time
How to use it:
• Optimise content strategy based on audience behaviour
• Test and refine ad creatives using A/B testing
• Track social sentiment to understand brand perception
8. Advertising & PPC data (Google Ads, Meta Ads, LinkedIn Ads, TikTok Ads Manager)
Why it’s important:
For paid campaigns, knowing how to analyse ad performance is essential to maximise ROI and optimise spending.
Key metrics to track:
• Cost Per Click (CPC) & Click-Through Rate (CTR)
• Conversion rate & Cost Per Acquisition (CPA)
• Return on Ad Spend (ROAS)
How to use it:
• Adjust bidding and budgets based on performance
• Optimise landing pages for better conversions
• A/B test ad creatives to improve engagement
9. Email Marketing Data (Mailchimp, Klaviyo, ActiveCampaign)
Why it’s important:
Email Marketing remains one of the highest-ROI channels, allowing direct engagement with customers.
Key metrics to monitor:
• Open rate & Click-Through Rate (CTR)
• Bounce rate & unsubscribes
• Revenue generated from email campaigns
How to use it:
• Personalise email campaigns based on customer data
• Automate workflows for lead nurturing and retention
• Test subject lines and content to improve open rates
10. Customer Relationship Management (CRM) data (Salesforce, HubSpot, Zoho CRM)
Why it’s important:
CRM systems store valuable customer data, including interactions, purchase history, and preferences.
This enables personalised Marketing, improved retention, and lead nurturing.
Key data points:
• Customer Demographics (age, location, interests)
• Purchase Behaviour & Customer Lifetime Value (CLV)
• Lead scoring & conversion rate
How to use it:
• Segment audiences for email Marketing and ads
• Track customer interactions to improve engagement
• Forecast sales trends and measure customer retention
Conclusion
In today’s Marketing landscape, both traditional and digital data sources play a critical role in decision-making.
• For brand management and retail sales, focus on consumer trackers, market research, and retail sales performance.
• For e-commerce growth, leverage advertising data, SEO insights, and customer retention metrics.
• For digital Marketing, start by mastering Google Analytics, CRM data, and social media insights as foundational skills.
By combining these data sources, you can make smarter Marketing decisions, optimise campaigns, and measure real business impact. Stay curious, keep testing, and let data guide your Marketing success.