We've already seen just how valuable search data can be for market research, product development, and audience analysis. From an organizational standpoint, determine how use of search data can effectively be integrated into existing processes. This may be as easy as simply getting departments to share data. If the advertising department is already doing keyword research for paid search campaigns, it may be able to just share its findings with product development. If you are not currently using search data, user research, market research, or other departments you may need to learn how best to do keyword research and incorporate searcher personas into existing audience analysis and market research.
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