If there’s one thing I’ve learned in marketing, it’s that data is your best friend. Like, really — your best friend.

Whether you’re running email campaigns, analyzing social media, or trying to figure out why your website traffic suddenly dropped, data is always there, helping you make sense of what’s working and what isn’t.

Erm, but here’s the thing: knowing what to do with that data? That’s where the magic happens. And, that’s why full-stack marketing has been the best preparation for this AI-driven world we’re now living in.

Full-Stack Marketing + Data = BFFs

You see, full-stack marketing is kind of like being a marketing Swiss Army knife. You do a bit of everything — social, email, SEO, paid ads, analytics — you name it, you touch it. And guess what ties all of those things together? Yep, data. It’s the thread that runs through everything.

Without data, you’re just throwing stuff at the wall to see what sticks. But with data? You’re making informed decisions. You know which campaigns to double down on, which blog posts to update, and where to invest your ad spend. Data is what tells you what’s resonating with your audience and what’s, well, falling flat.

Take tools like Google Analytics for example. It gives you all this info on where your traffic is coming from, what pages people are landing on, and how long they’re staying. Or HubSpot, which tracks your leads and helps you see the customer journey in one place. Then there’s Mixpanel for product analytics — it shows you exactly how users are interacting with your app or website. Hm, it can be a lot to handle, but if you know how to gather the right data, you’re already miles ahead.

And Then… AI Shows Up

Now, let’s throw AI into the mix. If full-stack marketing is the training ground, AI is like the teammate who comes in and says, “Okay, I’ll take it from here.” AI isn’t here to replace us (promise!); it’s here to make sense of all that data we’re collecting and turn it into something super actionable.

You know how sometimes you’re staring at spreadsheets or dashboards, and it’s just… too much? Yeah, me too. That’s where AI steps in like, “I got you.” Tools like ChatGPT or Google’s Looker Studio are game-changers. They help you analyze the data you’ve been collecting and turn it into digestible reports, trends, and, most importantly, insights.

For example, you could ask ChatGPT something like:

• “Analyze my last three email campaigns and tell me which subject lines had the best open rates.”

Or:

• “Which blog posts drove the most traffic over the last six months?”

And AI does its thing. No more digging through data for hours — AI pulls out the insights for you, making you look like a reporting wizard (even if, erm, you don’t feel like one).

But AI Needs a Helping Hand

Here’s where I’ve learned AI shines: it’s only as good as the data you feed it. AI can’t magically create reports out of thin air. It needs context, it needs questions, and it needs good data to work with. That’s why knowing your way around data — thanks, full-stack marketing — is so important.

It’s like this: AI is kind of like that brilliant but slightly clueless intern who’s eager to help but needs clear directions. You can’t just say, “Make my campaign amazing!” and expect it to happen. But if you ask it specific, data-driven questions, it can give you insights you didn’t even think to look for. Like:

• “Based on my ad spend and conversion data from the last three months, where should I allocate my budget for the best ROI?”

See? It’s all about pairing the right questions with the right data.

Future of Marketing: A Harmonious Co-Evolution

AI is making it easier than ever to make sense of all the data we marketers have been swimming in. But it’s not some magic tool that does everything for you. You still need to understand data, ask the right questions, and guide AI to the right conclusions. That’s where full-stack marketing comes in — it’s the perfect training ground for this AI-driven world.

I’m not an AI expert, not even close. I’m learning just like you and everyone else. But the beauty of AI is that you don’t have to be an expert. It’s kind of like cooking: you don’t need to be a top chef; you just have to know which ingredients to use and how to mix them. I’m sure you’ll whip up something amazing!

Thank you Pascal — for writing this amazing article and inspiring me to share a few thoughts on the importance of data, AI, and the human marketing match! Check out his piece here: Human-AI Marketing Collaboration: The Human-Ready Marketing Organization.

And here at the end, I’m sharing the top 5 AI prompts, along with steps on how to gather data and use it effectively with ChatGPT. I’ve found these helpful — hope they’ll help you too! Think of it as your handy guide to getting insights from your data — let’s dive in!

1. Analyze Email Campaign Performance

Prompt:
“Hey AI, analyze my last email campaign and tell me what worked — open rates, click-through rates, the whole shebang — and maybe suggest some tweaks?”

Steps to Gather Data:

• Step 1: Log into your email marketing platform (like Mailchimp or HubSpot) and navigate to your campaign reports.
• Step 2: Download the performance metrics (like open rates and click-through rates) for your last campaign.
• Step 3: Paste the data summary into ChatGPT along with your prompt.

2. Identify Engaging Social Media Posts

Prompt:
“Which of my social posts got people talking last month? And can you suggest some topics that’ll keep the momentum going?”

Steps to Gather Data:

• Step 1: Go to your social media analytics dashboard (Facebook Insights, Instagram Analytics, etc.).
• Step 2: Pull the engagement stats for each post over the last month.
• Step 3: Copy and paste those stats into ChatGPT, along with your prompt.

3. Customer Journey Analysis

Prompt:
“Map out the customer journey from my CRM data, and show me where people are falling off — or converting like crazy.”

Steps to Gather Data:

• Step 1: Access your CRM (like Salesforce or Zoho) and review your customer journey reports.
• Step 2: Export the data showing customer touchpoints and conversion rates.
• Step 3: Paste this information into ChatGPT along with your prompt.

4. Ad Performance Summary

Prompt:
“Okay, sum up my ad performance across all platforms and help me figure out where to spend my budget for the best results.”

Steps to Gather Data:

• Step 1: Log into your ad management tools (like Google Ads, Facebook Ads Manager).
• Step 2: Compile the performance metrics (clicks, impressions, conversions) for each ad campaign.
• Step 3: Paste the summarized data into ChatGPT with your prompt.

5. Review Feedback Trends

Prompt:
“Summarize the customer feedback we’ve received this quarter — what are people loving or hating? Any changes we should make?”

Steps to Gather Data:

• Step 1: Collect customer feedback from surveys, reviews, or support tickets.
• Step 2: Compile key themes or sentiments from the feedback data (positive and negative).
• Step 3: Input the summarized feedback into ChatGPT along with your prompt.