By way of example, let’s talk about how search data can have a potential impact on your enterprise, when you share your findings with your product development teams.

I recently ran a number of keyword reports for the Adobe SearchCenter product management team and I was shocked by what I found. What jumped out at me immediately was the volume of searches on the keyword “click fraud”.

That term has recently gained momentum and currently dwarfs all other terms related to search marketing solutions by an order of magnitude. Here is a trend from Google Insights for...