People love to talk about the wonders of data-driven marketing, but there's a reason it's hard to do: you need access to all that data! Usually, access to data means asking your engineering team to hook up or make a change to a tool you're using—GROAN.
Why is this so painful? Because engineers are incredibly busy. They usually have too many projects in a very time-sensitive pipeline and everyone else in the company is waiting for them to hurry up and finish, just like you are. So engineering teams have to be very strict about taking on new work. Keeping this in mind, the key to a successful engineering ask is to base your ask on the things your engineers care about and get really, really specific about what you're asking for.