An example of this, would be, to go and analyze the data on all of your content. You then use that data to help you decide what to do next. Maybe you go and improve a piece of content marketing. Maybe you go and write more content in a specific area because it is performing well. Maybe you increase spend on a platform, because it is performing well.
The point is that the data is help uncover areas to pay attention to.
Data can also come in the form of results from customer interviews. Data does not have to be from a dashboard. Which is worth keeping in mind as you think about different data points to inform decisions.