1. 1. Identify High-Performing Channels: The fact that waterfall campaigns are on the tactical level is productive in managing prospects. However, maximizing their effectiveness hinges on a crucial element: data analytics, which operates in the segments of the acquisition of data, analysis of data, and the provision of reports. That is why when you get hold of the data you can make the appropriate analyses that lead to the enhancement of the waterfall campaigns from mere tactics to the best lead generation tool. Another area of the greatest influence in terms of concern when it comes to data analytics is the likelihood of informing the communication channels that are appealing to the audiences. 1. 1. 1. Application of data analytics to determine the number and type of channels to be used by company X The upcoming activity is a waterfall campaign that is planned to be held by Company X which is the B2B software provider company that works in the highly competitive field of software applications. Through meticulous data analysis of website traffic, they discover a fascinating truth: From the statistics, it can be seen that users visits the site through organic search much more than what the company is able to convert through paid ads. It can help a potential Company X to be wiser in investing the right brands’ search marketing budget in the course of achieving better organic search marketing; possibly by releasing the wrong resources that are wasted in social media marketing poor returns. This way, they can identify those specific channels that would readily give them high revenues and that is the secret of lead generation.