When dealing with complex data, start by identifying the key metrics that align with your goals. Prioritize what matters most and segment the data into meaningful categories, such as geography, demographics, or time periods, to gain deeper insights. Utilize dashboards or visualization tools like Tableau, Power BI, or Google Data Studio to simplify analysis and highlight important trends and patterns. Focus on actionable insights rather than overanalyzing every detail. Establish a clear purpose for your analysis, whether it’s optimizing performance, identifying trends, or addressing specific challenges.

To manage data analytics in marketing, I focus on aligning insights with core objectives and identifying metrics that directly impact those goals, such as customer acquisition or engagement rates. I segment data into relevant groups, like demographics or behaviors, to uncover tailored insights. Visualization tools, such as dashboards, help me simplify trends, track performance, and make informed decisions. This approach ensures actionable insights are prioritized to drive impactful marketing strategies.

Use AI. Take all the data you have, dump it into ChatGPT and query the desired results you're looking for given the available data you have to make decisions. Data is incredible but if you don't know the story it tells, what's the point of even having it. Use AI and the power of natural language to figure out what to do next. It's never been faster and easier than now.

Every Data or Report must have a 'reason to exist', thats the answer it provides on measuring a business performance or needed market insight, either adhoc or continous. The value, potential value or risk of this, determines also the value of the report or data. So always start from a business value. This determines the value of the answer any insight provides, thus its priority.

Start with the insights closest to the customer and work your way back. Engagement metrics, obviously sales, target segment adoption. Who bought, why, and what was the deciding factor.