The road less traveled is usually the harder path to take, but what would life be without a few challenges every now and again? As I've navigated through the ever-changing landscape of search marketing, the one thing that has stood out the most to me is the importance of using data to drive business decisions. Operating with a blind eye is a surefire way to lose your purpose and success as a business, and it happens more often than it should to brands both big and small. I've never been a fan of taking the easy way in life, and that principle follows me into my passion for delivering effective actionable solutions using data. Anyone can look at a data set and read it at surface level, but going below that surface in order to tell the story is the only way companies should be treating themselves and their clients. Nobody knows you better than yourself, and the same goes for the data you're using to solve the problems in front of you.Whether you're a fellow SEO, a data viz enthusiast like myself, or a die-hard Philadelphia Union fan admist their growing mediocrocy, I'd love to connect with you!