Yes. Data is important. Being able to measure your digital marketing efforts is absolutely crucial to the success of your business.
We must remember that behind the data are actual human beings, and that is who we must market to. The numbers show the results of our efforts, but there are actual people who are clicking on your digital ads and interacting with your brand, and they want to be seen as individuals, not just numbers.
This may seem like common sense, but unfortunately, in today’s digital world, we sometimes forget the most basic concepts of marketing. Creativity, for example, sometimes gets left out or is half-assed and replaced with the need to simply get clicks.
While conversions are obviously important, it is also more important to get valuable conversions that will turn into actual customers. The following article by Anne Gherini outlines this idea well, and links to several additional related articles that are worth a read.