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In Day 16 of the 90-day YouTube sprint on signal analytics, Dan Saavedra, the founder of MergeYourData, discusses small marketing changes that can lead to significant results. Focusing on the Pareto principle, Dan emphasizes the importance of identifying the 20% of efforts that yield 80% of outcomes. The video covers common data challenges faced by marketing teams, especially within small to mid-size B2B companies, and introduces practical steps to refine paid search campaigns using HubSpot. Key topics include analyzing contacts by original and latest sources, calculating return on ad spend, and reallocating budget to high-performing areas. Dan also touches on the limitations of HubSpot's native reporting and how to circumvent these issues for better accuracy and ROI assessment. Finally, Dan encourages incremental changes to ensure positive impact on revenue before making broader budget reallocation decisions. The upcoming video will tackle pain points for sales leaders.

00:00 Introduction to the 90-Day YouTube Sprint

00:06 Understanding the Impact of Small Marketing Changes

00:53 Who Benefits from This Video

02:15 Common Marketing Data Challenges

02:50 Focusing on Paid Search Campaigns

04:20 HubSpot Specific Solutions

04:55 Analyzing Paid Search Data

09:45 Calculating ROI and Customer Acquisition Costs

10:41 Incremental Changes and Budget Reallocation

12:08 Conclusion and Next Steps