Today on the Demand Gen Pod, Episode 16, Ryan discusses the importance of data analysis in marketing and how it can inform decision making. He emphasizes the significance of collecting accurate and high-quality data through protocols, validation techniques, and regular audits. Ryan also mentions the need to consider consumer lifecycle data and utilize CRM tools to streamline data collection. Setting goals and KPIs upfront is essential for effective campaign building, as it provides a framework for measuring success. He advises aligning metrics with marketing objectives and using data visualization tools to present insights clearly. Lastly, Ryan teases an upcoming episode on industry benchmarks and their evolving meaning.