25 Jun '12, 11am

How Internal Data Can Cause External Damage

How Internal Data Can Cause External Damage

The mantra, "check the statistics before you act" is repeated ad nauseam by SEM professionals, but what statistics are they talking about? They could mean Google Analytics, Google Keyword Tools, your company’s internal statistics, or secondary research. Using just one statistic to make business decisions is like driving a car with only one eye open. Your entire perception of the situation will be skewed because you are only getting a portion of the available information. In order to make prudent, data-driven decisions for your company, you will need to utilize both your own internal data as well as actionable, external statistics. When a company only uses a single stream of data to make decisions they can lose millions in unrealized revenue and allow other companies to profit from their mistakes. Dead Loop Analysis Here’s an example of precisely what I am talking about. Re...

Full article: http://searchenginewatch.com/article/2186669/How-Internal...

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