There's more data available and its cost continues to decline. More decisions are being driven by data instead of relying on human intuition.

Looking at the Web, we see this constantly. Your average Web analytics tool today offers more data, views, and the like, but the software tools' cost doesn't skyrocket. Surveys are becoming easier to run for less money. You get back-end system data based on your leads, transactions, and so forth and competitive insight. And you can now collect data that show the impact of social networks on your brand.

Yet, today's analytics tools will identify a problem, but they don't offer a solution. Through solid analysis based on the overall goals of your business, customers, and prospects, you can identify opportunities and try a series of actions to see which works best for which audience.

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