Marketing today isn’t just about creativity, storytelling, or even clever targeting. It’s about data — tons of it. But here’s the twist: while marketing teams are collecting more data than ever before, they’re not necessarily doing more with it.
According to Supermetrics’ 2025 Marketing Data Report, marketers are 230% more data-heavy than in 2020, yet 56% say they don’t have enough time to actually analyze that data.
The problem? We’re drowning in dashboards but starving for insights.
From Data-Rich to Insight-Poor
The rise in data volume isn’t due to more channels, but to a more granular approach to measurement. The average number of rows per query has doubled, suggesting that marketers are digging deeper into metrics and KPIs. Yet despite this increase in granularity, the real issue is surfacing: more data doesn’t equal better results.
Marketers today face a paradox: they want to prove ROI, optimize ad spend, and personalize content — but they’re struggling to turn raw numbers into meaningful insights.
In fact, 38% cite a lack of integration and proper reporting tools as major roadblocks. Only 7% feel they have enough time to actually work with the data they have.
As Supermetrics’ Lead Solutions Engineer Zach Bricker put it, we’ve become data hoarders. “You’re staring at the one tree, but the tree is absolutely meaningless in this large forest,” he says. The key isn’t more data, but the right data — data you can use.
Shifting Mindsets: From Data-Driven to Data-Informed
Being “data-driven” often implies blindly following metrics. But the report suggests a more balanced approach: be data-informed. This means using data to guide decisions while still applying strategic and human insight. It also means agreeing on what to measure, setting realistic benchmarks, and avoiding perfectionism.
And this shift is urgent. Marketing measurement is only getting more complex, especially with the phaseout of third-party cookies. Marketers now lean into first-party data and zero-party data collection, but many still rely on outdated practices. Only 16% are using zero-party data — despite its potential to drive consented, accurate targeting.
Automating Intelligence: Where AI Fits In
AI is often hailed as the solution to our data woes. While 57% of marketing leaders believe advanced analytics and AI will define the cookieless future, Supermetrics cautions against seeing AI as a silver bullet. If your data foundation is shaky, even the smartest algorithm won’t save you.
Instead, automation and AI should do the grunt work — like cleaning, aggregating, and reporting — so marketers can focus on high-impact strategy. The goal isn’t to replace humans, but to empower them.
Keitaro Tracker: Turning Raw Data into Revenue
In this evolving landscape, platforms like Keitaro Tracker help bridge the gap between overwhelming data and actionable insights. Keitaro is a powerful ad tracking platform that allows marketers to monitor, analyze, and optimize their campaigns in real-time. It’s especially valuable for affiliate marketers, media buyers, and digital advertisers who need precision and speed.
Here’s how Keitaro helps you work better with your marketing data:
- Centralized Data Collection: Keitaro pulls traffic and conversion data from multiple sources into one interface — no more bouncing between ad networks, landing pages, and analytics tools.
- Custom Tracking URLs & Parameters: Easily tag and track the exact performance of your campaigns across channels, creatives, devices, or geos.
- Real-Time Reports & A/B Testing: With instant analytics and built-in split testing, you can optimize your campaigns based on live results—not assumptions.
- First-Party Data Focus: In the post-cookie era, Keitaro shines by using first-party tracking methods that are privacy-friendly and reliable, helping marketers move away from third-party dependencies.
- Campaign Automation: With automation rules and API integrations, Keitaro saves you from manual reporting chaos and lets your team focus on strategy.
In essence, Keitaro Tracker is what Supermetrics calls for: a way to build a data foundation — not just collect endless metrics. It gives you the right data, in the right format, at the right time.
The Way Forward: Strategy Over Saturation
Data is the future of marketing — but only if we learn how to use it correctly. That means rethinking how often we collect, what we measure, and how we interpret results. It also means investing in the right tools, like Keitaro Tracker, and training teams to become not just data-aware, but data-capable.
To quote the Supermetrics report: “You don’t have to become a data scientist. You just need the confidence to use data well enough to make decisions — and earn trust.”
So the next time you open a spreadsheet, don’t ask, “What else can I track?” Ask, “What do I really need to know to move forward?”
