Few PPC/SEO managers know the RIGHT way to use data science in the day-to-day management of search accounts. And when done correctly, the results are MASSIVE. The key is in noticing "gaps" in the data, which can typically only be found by using the advanced JS chart options (eg. D3JS). For example, what if you could cut through the noise of thousands of keywords and spot the one that is burning serious money, despite having strong conversion metrics. This keyword would typically be missed in a traditional filter since it's converting- but a JS visualization would show that despite converting it's the largest budget spender and most of that budget is wasted.