7 May 2026
Marketing Strategy
How Soft Data Signals are Transforming Modern Marketing Strategy
Marketers spent years chasing likes, then loudly rejected them in favour of hard conversions. Gerard explains why the soft signals are back, and why they matter more than ever.
A page view, a video watch, a comment — each one is a data point that helps refine audiences, sharpen targeting, and work out which messages earn an actual action. The shift is not back to vanity metrics; it is toward treating engagement as evidence.
Used well, soft signals build a sophisticated map of the prospects most likely to become customers.