Modern marketing campaigns use a wealth of data. A single point of contact may reference customer demographics, promotional offers, predictive modeling, and more. When you use Adobe Campaign Standard (ACS) to orchestrate your campaigns, you get a wealth of out-of-the-box reporting which can enable you to gauge the impact of your campaigns.
Even with this wealth of information, it may still be necessary for you to enhance the ACS reporting options so they capture the custom information that makes your campaigns stand out. Every campaign also has its own unique set of Key Performance Indicators (KPIs), from revenue to engagement, which may require you to cross-reference your data with systems external to ACS. Having the richest possible data out of ACS may allow you to eliminate some of those cross-reference points.