Hello. I have a spreadsheet of lead activities in order from our CRM (ie. one customer may have downloaded a information pdf, then attended a event, then a phone enquiry). I've matched this up to a sales report using vlookup so I have a final s/s of customers who used leads and converted, and another of customers who used leads but haven't converted at least as yet. I've been asked to look for as many patterns, stats, etc as possible from this information, but it's not something I've really done before. I've thought of some pretty obvious ones like what lead leads to most conversions, what combination of leads leads to conversions, what leads do we currently use that never seem to lead to conversions and such, but I'm wondering if any experienced data marketers out there can advise me on more detailed information I should be looking for, how to present it, and what way in excel is it best to glean this information. It's a very broad question I know so not expecting exact answers, but any useful help would be welcomed.