So, you've got all this data, what do you do with it? That's a hard question to answer because it depends on what the data is telling you. What you're looking for is engagement and there are several metrics that go into determining how leads are engaging in your funnel and on your website.
Based on what this data is telling you, you need to make adjustments, do a/b comparisons to make sure you are maximizing the engagement of your leads and every component and word is up for change. You cannot afford to be "married" to anything in your marketing-you have to be able to change and pivot on the fly to ensure you are getting every dollar out of your marketing possible.