From Data Mess to Data Yes in 5 Steps

How to silence noise, move fast, and win before your competitors even hit ‘send.’

Many marketers feel like they’re drowning in the wrong data. Endless dashboards and conflicting metrics make it hard to act fast—while competitors are already launching new campaigns. The good news? In just five steps, you can go from data mess to data yes. This isn’t a data shortage. It’s a decision shortage.

Verisk Marketing Solutions works to help marketers move from stuck to scaling by stripping away the noise and doubling down on the signal.

It’s time to overcome analysis paralysis. Here’s how to turn messy, scattered metrics into marketing wins—your 5 steps from data mess to data yes.

1. Focus on the Metrics That Move Money

If your KPIs can’t be tied directly to revenue, loyalty, or conversion—are they actually KPIs?

Too many teams track dozens of “interesting” numbers that have zero impact on actual business outcomes. Page views. Social likes. Open rates. If indicator metrics don’t directly influence a sale, retention rate, or lifetime value, they could be noise distracting you from the metrics that matter.

Pro tip: Limit your core dashboard to the three metrics that most directly map to ROI. For example, click to open rate (CTOR) or conversion rate (form fills) by channel.

2. Unify Online and Offline Data

A customer clicks an email, gets a call from your rep, and then responds to a direct mail offer — but your systems log three separate “leads.”

That fractured view creates wasted spend, redundant outreach, and a poor customer experience.

The fix: Connect physical and digital identities in one privacy-safe identity graph.

This means you can:

• Recognize the same person across email, web, phone, and direct mail
• Avoid triple-counting the same buyer
• Trigger the right message at the right time, once

When you see the whole journey, you can make the right move once, not three times.

For a smart, practical conversation on navigating the complexities of data, check out this episode of The Marketing Rapport with Shiv Gupta of U of Digital, where we dig into identity resolution, data diversification, and how to stay adaptable in a volatile marketing landscape.

3. Cut the Data Clutter

Scour your CRM and disregard irrelevant, outdated, or unused fields. This clutter can hide your best opportunities and bog down your thinking. Your first cleanup doesn’t need to be a six-month IT project. Start small:

• Remove or hide fields that have no downstream use in targeting, segmentation, or measurement
• Archive “just in case” data you haven’t touched in a year
• Standardize key fields like email, phone, and postal address so they’re actually matchable

With every unnecessary field gone, the remaining data will work harder and faster for you.

4. Act on Live Data, Not Lagging Data

If you’re basing outreach on last quarter’s behaviors, you’re already behind.

Your hottest opportunities are in the moment—right now. Behavioral signals like recent browsing activity, cart abandonment, or new-life-stage triggers (think “new homeowner” or “new job”) tell you exactly when to engage.

Here’s the difference:

• Lagging data: Last month’s newsletter clickers
• Live data: People actively researching your product category today

The brands that win are the ones that shorten the gap between insight and action.

5. Automate the Small Stuff

Anything that can be automated, will be. And anything that can’t will increase in value. Use automation to take repetitive, rules-based work off your team’s plate and free them up to think ahead and think bigger:

• Auto-route leads to the right rep based on territory or product interest
• Suppress customers from campaigns once they’ve purchased
• Trigger follow-ups when certain behaviors are detected

Automation isn’t about replacing human judgment—it’s about reserving it for the high-value decisions that actually need a human brain.

Every moment you spend over-analyzing and focusing on the wrong data, the market moves without you.

The goal isn’t more data—it’s better data, used more effectively. At Verisk Marketing Solutions, we help brands connect, clean, and activate their data so you can go from data mess to data yes and make confident, data-driven decisions in hours, not weeks.

Connect with us at MarketingSolutions@verisk.com or visit our Contact Us page to see how we can help you make faster, smarter marketing moves.