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Here is another video I filmed at SMX London 2010 of Alex Cohen from Click Equations. This was one of the best received talks of the two-days and Alex really does deliver some great information that challenges the typical reports that we learn to read as search marketers.
The truth is that 90% of the reports we use aren’t really that great. Unless of course, we use the data that comes from them to improve a campaign. Otherwise it’s just another set of numbers, lost within a folder of excel spreadsheets.
I’ll let the video speak for itself because it does itself great justice on making numbers count. Oh, and slides are below the video.
Please retweet if you enjoy this video 
SMX London 2010 – Alex Cohen Tells Us Why Reports Are Useless from Alex Minchin on Vimeo.
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