Is your company's marketing doing well? You might think so, but the truth is often told by your data analytics. Given the vast amount of information available through digital sources, businesses of any size, industry and location can use data to generate incredible insights for the company. The importance of data analysis can't be understated. This information can drive meaningful changes to any marketing strategy, optimizing campaigns across several channels — but to realize this potential, businesses have to understand what information they're looking for. There are a lot of data points to consider, and not all of them are created equal.