For others, we build more comprehensive dashboards. A good dashboard is used and shared. The best ones become forums for discussion about measurement. The design of the dashboard itself helps keep the marketing on target: deciding what data to show to decision-makers forces you to have a conversation about what data is important. And that leads you to align your metrics to your objectives. 6. Insights, insights, insights Really Useful Data gives us insight. We thirst for more and more of them. Nothing pleases me more than seeing creative teams slavering for insights from data. There are three different types of insights from data: 1. Observation: data can help show how something is doing. 2. Improvement: data can help uncover the reasons why something is working or not working.