The numbers have to be taken in context as well. Are folks avoid interceptions by calling the same plays over and over again? By using a small number of routes? Definitely have meaning if looked at through the right lense. I built a data warehouse for a system that combined online marketing providers (SEM/
SEO info across Ad Networks)) about 1.5 years ago to build out an online drill down reporting system. You can have all the information in the world, but if you don't ask the right questions, and more importantly, answer them with the right data, all that store stats don't amount to a hill of beans. FTR, if Ian reads this... MindManager was AWESOME for defining our feeds and huge datasets (some repeated, some didn't), especially when we started slicing it (created icon set for slicing & filtering the MindManager views). It saved us tons of time working with a filtered view.