[shripadk]

I agree with you again. I have come to the same conclusion as you have. Many of the tools that are used by marketers are absolutely pointless. I suspect it is used to beef up their presentations to prospective clients. How else would they differentiate themselves from the 100 other ad agencies that are doing the same thing? Show metrics from an obscure tool hyped up by an "industry expert" and show where the client lacks compared to competitors. The most prolific of these tools is keyword analysis tools. You just have to trust the data that is generated by these tools and then reports are created based on these approximations. No one knows for sure if the numbers are accurate or not.