These days, online marketers understand the importance of data, but manipulating huge data-sets looking for that pearl of marketing wisdom, can be a challenge—to say the least. As Analytics Evangelist Avinash Kaushik explained in an interview for Search Engine Strategies 2010 Expo, most people only look at the first 10-20 results that their analytics tool provides. However, this is only the beginning of what the data can show.
Kaushik makes a good point. The real keyword gold is hidden in the diffused data after the top 20 results. The problem is manipulating that data efficiently, finding a pattern and correctly interpreting it. There are lots of tools out there that can help with data manipulation (including HRmarketer's new keyword tool), but none that help interpret it (which is why JDM's iAnalytics™ are a service, not an application).
Any SEO-er worth his salt will be quick to admit that