Marketers know data is important, but sorting through all of it is definitely challenging. As Google Analytics Evangelist Avinash Kaushik explains, most people only look at the first 10-20 results that their analytics tool provides. However, even for a blog such as his that gets traffic from 25,000+ keywords per month, this is only an inkling into what the data can show.

To make the most of your data, Kaushik recommends using the following strategies: inline segmentation, tag clouds, and keyword trees. These strategies take thousands of keywords and create visualizations that allows marketers to understand all the data.

For example, by using tag clouds, Kasushik tells WebProNews that marketers can determine the relationships between keywords. They can also find out how consumers are behaving and what their intent is.

One big problem regarding data is the way that marketers go to their bosses and try to convince them the invest more in search, based upon data. This is often a problem because the data the marketers use does not usually connect with the boss. To resolve this issue, Kaushik says marketers should calculate the value of each goal they have for their site. In turn, this information would provide more clarity to upper management.

Kaushik also suggests that marketers measure all the site’s revenue to help understand that microconversions are happening and where.

“Quantify the complete impact of the site; otherwise, you’re going to be making very bad decisions,” says Kasushik.

Are you looking at the right data?