This is Part 6 of a 10-part series on 10 things we believe about search marketing. These 10 beliefs form our product design philosophy .
Part of the power of web marketing is the abundance of data it creates. Web analytics  put you in the control room—with so much to measure and analyze, you can take control of optimizing your paid and organic search marketing campaigns.
However, analytics are only valuable insofar as you put them to work. Unless you take action on that data, data is all it is. In order to actually benefit from analytic data—to see the right numbers go up (traffic, clicks, conversions) and the right numbers go down (bounce rate, cost per action)—you have to act on it.
That's why, at WordStream, we believe that analytics should be actionable. Most analytics applications create bottlenecks between analysis and action. You have to leave the dashboard to access your search marketing workbench, an impediment to workflow.
There's immense value in an analytics application that enables you to act directly on the insights it provides. It means you can take immediate action to change your data for the better, scratching tasks off your list such as:
- Grouping related keywords  into segments for more targeted, strategic web content and text ads
- Organizing keywords and creating smart relationships between data sets
- Writing compelling ad copy around traffic- and conversion-driving keywords
- Setting rules to filter out negative keywords 
Actionable web and keyword analytics improve your productivity and help you make informed, data-driven decisions for pay-per-click and natural search engine optimization efforts.