Data-driven decision making is a hot topic these days with company after company boasting about their "data-driven strategy" value differentiator. A quick Google search inundates you with analytics and big data companies preaching their methodology and approach to creating data-first systems and processes. But what these guides often don't mention is the importance of wading through the dozens, and sometimes hundreds, of data sources available to companies to put together meaningful action items.
Existing customer data will always be a great source of insights for informing your business decisions. However, there's a resource that your marketing team regularly uses that can, and should, be added into the mix when making those decisions: keyword data.