Feras Alhlou, the founder of E-Nor, discusses some of the more useful optimization tools that have come out recently. He begins by talking about ShufflePoint, which is a data integration hub. It can use a number of sources, such as Google Analytics, AdWords, ZoomRank, Salesforce.com, ConstantContact, Google WMT, Twitalyzer, and Facebook, synch them into Excel, Powerpoint, Google Drive, or HTML email, and it works with Excel without any add-ons. Using ShufflePoint, you get automation, scalability, and efficiency. You invest your time in a single report design, and it's automatically updated. It's possible to share templates across clients. And all this means that there is more time for analysts to look for meaning in the data. It uses a simple analytics query language, so that you can build any report. This makes it easy to identify trends. SiteApps shows SEO Keyword Rank in Google Analytics. You can push keyword ranking to your site through a Google Analytics custom variable. This allows you to filter out low-ranking keywords and optimize from there. A good tool for qualitative optimization and customer surveys is Kissinsights (now Qualaroo). The approach is complicated, but the results can be very useful. There are a variety of survey scopes available. By running a survey, it's possible to see whether users are getting what they need, and segmentation allows you to see which parts of a site are problematic, and if a given problem is systematic, then it's easy to redesign the site to make more information available. It's much more valuable than trying to guess what the issues are.