Sometimes the best data is human experience: Lessons from a DTC CMO

For today’s marketers, it’s easy to get lost in a sea of metrics and automation tools — and yet, sometimes the most valuable insights don’t come from spreadsheets, but from authentic human experiences.

In this episode of the Marketer’s Alchemy podcast, host Kathryn Turnoff is joined by the CMO and co-founder of Priority Bicycles to discuss how simplicity, authenticity and gut instincts drive smarter marketing. From stripping data down to what truly matters to building meaningful customer connections both online and on the road, this discussion explores why sometimes the best data is human experience.

What’s inside this episode

From the challenges of homing in on the right customer audience to the value of manual data review, Connor shares insights from his journey working with the DTC bicycle brand, emphasizing the importance of simplifying data analysis to focus on what truly drives business growth — that being purchases and customer interest. Connor offers a blueprint for marketing that balances rigor with simplicity, automation with intuition, and digital with human touch.

Simplifying the data sandbox

One of the biggest takeaways from this conversation is the need to simplify data analysis. As Priority Bicycles grew from a Kickstarter launch to an international brand, the team faced an avalanche of data. Rather than drowning in metrics, Connor advocates for a “simple sandbox” approach: focus on purchases, product interest and traffic patterns. By distilling data to its essence, the team can quickly identify whether to prioritize conversion optimization or customer acquisition.

“Keep your data simple,” he shared. “If somebody comes to you — whether it's an investor or just somebody who's asking about the health of your business — can you quickly tell them how well you're doing? Can you articulate how the performance of your company is, plus two to three things that you're doing to make things better?”

Targeting ready customers

For Connor, the goal isn’t to chase every potential customer. Instead, the team uses tools to identify regions where cycling is popular and focuses on those already interested in buying. The approach is less about broad demographic segmentation and more about finding customers who are ready to make a purchase. This targeted strategy helps avoid wasted marketing spend and ensures efforts are directed where they’ll have the most impact.

A recurring frustration for marketers in any industry is the lack of visibility into the full customer journey. Brands struggle to track how customers discover them, what influences their decisions, and why they ultimately buy or don’t buy. Connor recommends creating a shared language around data within the team and identifying key milestones to measure success. While perfect clarity may be unattainable, a tight, focused approach helps brands make sense of complex behaviors.

The power of simplicity

Despite the proliferation of automation tools, Connor prefers a hands-on approach to data analysis. Automated platforms often act in their own self-interest, overstating results and obscuring true performance. By manually tracking spend and website traffic, Priority Bicycles maintains control and agility, quickly responding to what works and what doesn’t.

Even in a digital-first world, Priority Bicycles has found success with traditional marketing tactics, such as postcard campaigns and in-person events. Connor shares how a recent postcard initiative delivered a 17x return on ad spend, demonstrating that offline channels can complement digital efforts. In-person events, though costly, provide authenticity and build deeper connections with customers, reinforcing the brand’s credibility and passion.

Gut instincts and safe bets

While data is critical, Connor acknowledges the value of gut instincts, especially when making smaller, low-risk bets. By simplifying data and focusing on incremental wins, brands can experiment safely, scaling successful tactics across campaigns. The story of a simple, bold summary page outperforming elaborate creative assets underscores the importance of clarity and directness in messaging.

As the marketing landscape evolves, the ability to distill data into actionable insights and connect meaningfully with customers will remain the true alchemy for success. Listen to Marketer’s Alchemy on your favorite podcast platform like Apple Podcasts, Spotify and Audible, and rewatch all episodes on our YouTube channel.