What if "Data-Driven Marketers" became "Insight-Driven" instead
I read a great article written by Matt Arnold this morning—talking about the difference between ideas and insights—and it made me think about the seeming-obsession for Marketers to consider themselves "Data-Driven". But, in a world that creates (not just HAS), more data on the daily than a human brain can process in a lifetime, have we started spending too much time collecting data that's driving us to the wrong places?
In the latest episode of the Crazy, STUPID Marketing show, Mark Stouse and I discussed the challenges in Go-To-Market Insularity, which don't happen because of a lack of data; but happen because of the SAME data, cycling around and around, distracting us from the true insights that will take us where we want to go.
So, in today's article, I want to explore what it looks like for Marketers to move to the next level; to become Insight-Driven Marketers.
The Difference Between Data and an Insight
First of all, what is data? According to the Merriam-Webster dictionary:
Data is factual information (such as measurements or statistics) used as a basis for reasoning, discussion or calculation.
So, data are the facts about what is happening.
2,341 website visits
3.2% conversion rate
47% email open rate
Average time on page: 18 seconds
But here’s the problem…
You can stare at those numbers all day and still have no idea what to do next.
Let's also ignore for the time being that tons of people (and businesses) are using opinions and thoughts as facts as well (because we can't prevent that), and move over to insights:
The ability to understand people and situations in a very clear way: the ability to discern deeply and acutely; the act or result of apprehending the inner nature of things or of seeing intuitively.
To simplify, an insight comes from seeing into why something is happening AND understanding what it means.
And it's holistic.
It's the amalgamation of MANY points of data, interpreted together, over time, to understand behaviors so well that you can actually participate in them.
How Each Machine Drives
Let's look at this as if you are choosing between two different cars that look pretty similar on the outside.
The first one has: 1) a fully functioning engine, 2) a beautiful dashboard, 3) real-time stats on speed, fuel efficiency, tire pressure and 4) constant feedback on performance.
It’s impressive. Responsive. It can do a lot. There's just one problem...
No GPS. No destination programmed in.
So, when you drive, even though you're constantly adjusting your speed, attempting to optimze fule usage, and responding to road conditions...
You still don't get anywhere.
Good thing you're data-driven though, right?
Ok, now how about car two. This one has a fully functioning engine as well, maybe it has all the same data (or not), but what it does have is a GPS.
With this vehicle, before you even start the engine, you have:
A clear destination
An understanding of why you’re going there
Context about the terrain, obstacles, and conditions
Now, any of those other features, get to be in service of the destination. Not a distraction from it. And even if there are less of them, you still have MORE pieces of the vehicle driving you towards your destination.
Shifting to Insight-Driven Marketing
Let's just keep going with the car analogy, shall we, and talk about how to shift from data-driven gear to insight-driven gear 🚗
And it starts with honesty.
While most teams will SAY they are data-driven, Marketers aren't actively CHOOSING to be data-driven on a daily basis.
They’re just…used to it.
It’s how we’ve been trained. It’s how we report. It's part of our daily To-Do list. It’s what feels measurable, defendable, and safe. Many times, it's all we've been asked to do.
So, shifting to insight-driven marketing isn’t about abandoning data.
It’s about changing the role data plays.
Shift #1: Stop asking DATA questions, and start asking MEANING questions
Most teams try to evolve by asking:
“What else should we track?”
“How can we get more accurate data?”
“What are we missing in our reporting?”
These are data questions. And they're anchored in observation mode.
Instead, explore:
“What do we think is actually happening for our customer right now?”
“Where are they feeling friction, confusion, or disconnect?”
“What assumptions are we making that might not be true?”
The key understanding here is that insight begins BEFORE the data; not after it.
A clear hypothesis can focus your data collection in a powerful way. And a clear hypothesis comes from human curiosity around the customer's problem💡
Which leads us to Shift #2...
Shift #2: Reintroduce Humans to the Process
Data abstracts people. There's no way around it. It turns real experiences into percentages, averages, and trends.
And if I've said it once, I've said it a thousand times...
When it comes to humans (and their behavior), there's no such thing as average.
Insight allows us to reverse that.
And the best way to start the shift? Have a conversation with a customer.
Talk to 3–5 real customers every month
Ask open-ended questions (not validation questions)
Look for language, emotion, hesitation—not just answers
You’re not collecting testimonials. You’re looking for patterns of meaning.
The patterns are the insight. And some of the important data that leads to understanding the meaning is in the FEELINGS that two humans have in conversation.
Because alignment? It's felt. Not consumed in a data report.
Shift #3: Own Your Authentic Point of View
I'll be honest. Authenticity in Marketing is still pretty rare. Why?
Because you have to say what you BELIEVE.
And in a belief, there is an inherent risk of that belief being wrong.
When we use phrases like “the data suggests…” we don't have to take any ownership of that.
But if we never OWN anything, we never have anything on which to create a foundation.
So, using your hypothesis from Shift #1, what might you be able to conclude?
“Our audience isn’t confused—they’re overwhelmed by too many options.”
“They don’t need more information—they need clarity on what matters.”
“They’re not price-sensitive—they’re risk-sensitive.”
You create from that a revised working hypothesis.
And continue to explore with Shift #2.
REMEMBER: Beliefs can change. A whole bunch of them shifted with COVID, and in this day and age where change is happening so rapidly, that will just continue. Your belief today won't stay the same into the future, because your clients won't stay the same into the future. Which leads us to the fourth and final shift...
Shift #4: Stop assuming you can create a vehicle that doesn't need to be tuned
Marketing, like everything else, evolves. Because it's rooted in people; and people change.
Needs change. Desires change. Budgets change. Perspectives change (hopefully).
It's the one constant in life and business.
So, none of these roads lead to ONE thing that never changes.
It leads to a comfortability in navigating what we have.
At first, it will feel uncomfortable.
Less certainty
Fewer “perfect” answers
More interpretation
But over time, something changes...
We begin to navigate with more ease.
When things go wrong, we know we can figure out how to deal with it.
Our confidence builds.
And customers want to be taken to THEIR destination with confidence.
Suddenly, they believe that we are the ones to take them there.
And they make those decisions with their wallets.
So, Where To Next?
What I hope this article outlined for you is the dangers in driving your business JUST on optimizing the vehicle.
Without a destination, the entire vehicle becomes pointless, really.
At the end of the day, we need to decide what is LEADING us.
Especially if we desire to be a market leader.
And it's not data. And it's definitely not MORE data.
Insights create leadership.
So, let's use our human discernment to ensure we're ACTUALLY going somewhere 💖
P.S. If you're a Marketer who's into driving insights instead of just wading through data,let's connect!
