There is plenty of relevant data available inside your company that you may not be accessing, such as information pertaining to operations, IT, marketing or customer service. This information can help create a robust picture of your company but it may not often be shared, or not in a centralised way.
The easiest way to gather this information and create an overall picture of your operations is to agree on the key indicators to follow and on their definition, schedule regular reports from your teams, and define a standardised way to do it.
At the customer level, looking at surveys, website traffic, transactions, analytics of your online marketing campaigns, social media, subscriptions and registrations, or in-store traffic has proven to be relevant information. By checking sales figures to understand conversion rates and looking at financial results, you can for example understand the cost of attracting new customers.