In a world where consumer behavior is changing faster than the algorithm, creative founders can’t afford to rely on vibes. If you’re still making marketing decisions based on gut feelings, you’re flying blind—and your business deserves better.
This week on The Accidental CEO Podcast, Nata Salvatori sits down with Tayler Cusick Hollman, marketing strategist and founder of Enji, to unpack the one thing that turns overwhelmed creatives into strategic CEOs: data.
Whether you’re tired of guessing or just want to stop wasting time and money, this episode breaks down the exact steps to build a data-backed marketing system—even if you’re not a spreadsheet person.
The Problem with Vibe-Based Marketing
Let’s be real. Marketing in 2025 is weird. Engagement is low. Attribution is fuzzy. And your audience? They’re lurking, not liking.
As Tayler shares, “People are sleuthing. They’re consuming, but they’re not engaging.”
And that shift means you can’t just trust your DMs or open rates. You need hard data. And it doesn’t have to be complicated.
Your Minimum Viable Metrics Setup
If you’ve avoided tracking because it sounds overwhelming, here’s the good news: You don’t need to track everything. You just need to track what matters.
Tayler recommends:
- Choosing 8–10 metrics across your marketing funnel
- Using a simple spreadsheet (or a tool like Enji)
- Tracking monthly, not daily
Here’s how to break it down:
Top of Funnel: Awareness
- Website visitors
- Social clicks
- Discovery sources (via UTM links)
Middle of Funnel: Engagement
- Email list growth
- DM inquiries
- Event signups
Bottom of Funnel: Conversion
- Sales per offer
- Cost to acquire a customer (CAC)
- Referral sources
What the Heck is a UTM Link?
If you’ve never heard of a UTM link, you’re not alone. It’s a tiny bit of code you tack onto a URL to track exactly where your traffic is coming from (like email vs. Instagram).
Tayler explains: “It only shows you the last thing someone did before they converted—but that alone is powerful.”
Free tools like Google’s UTM builder can help you start today. Or Enji handles it automatically.
The 90-Minute-a-Month Marketing Audit
Don’t have a marketing department? No problem. Tayler swears by a monthly “KPI Day.” Here’s how:
- Block 90 minutes on your calendar
- Review your key metrics (see above)
- Compare to your marketing calendar
- Note patterns: What worked? What flopped?
- Decide what to double down on
Bonus tip: Set a recurring reminder so it becomes a habit, not a “when I have time” thing.
The Real Danger of Vanity Metrics
Follower counts. Likes. Email list size. They feel good, but they don’t tell you what’s actually working.
Tayler calls them out as ego metrics. Instead, look for:
- Link clicks
- DM replies
- Conversions (not just interest)
Track the actions people take—not just their applause.
Real Life Data-Backed Decisions
Tayler shares how she made the tough call to step away from public speaking gigs in 2025. She loved them, but the data didn’t lie. Her CAC was too high, and the conversions didn’t justify the energy it took.
That’s the power of pairing your gut with your data. One without the other is incomplete.
Enter: Enji
Enji was built to answer the question every founder has whispered at 2 AM: “Can someone just tell me what to do?”
Enji builds your marketing plan, tracks your KPIs, and helps you focus on what’s working. It’s built for founders who don’t have time for spreadsheets, but still want smart, strategic growth.
Quick win tip: Sign up and start by customizing your plan, then track your first handful of metrics. You’ll know more in one week than you have all year.
What to Do Next
- Sign up for Enji
- Follow Tayler on IG: @enji.co
- Block your first KPI Day this week
- Start with just 10 metrics across your funnel
You don’t need more ideas. You need insight.
Because all the answers? They’re in the data.
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