Data drives decision in paid search, so more data means more options (and hopefully better decisions), according to Kevin Lee. But how much data is too much? Lee explains studies differ on how many marketers use analytics to measure results of campaigns.
Lee provides insight into when data might become most useful and what data to consider, especially what you have overlooked in the past. "Consider also moving beyond the "convert/don't convert data and look into variable data" such as revenue, net immediate profit, and lead score data.