As marketers, most of us are completely reliant on Google search traffic as the engine that drives our business. We have become dependent on their data to measure our campaigns and optimize for higher rankings. However, we are not in control of this data, as Google will giveth and Google will taketh away (See: Secure Search, Keyword Not Provided). The only way to truly control our search destiny is to supplement the data that Google provides us with our own. In this presentation, I will show you tactics on how to collect, own and analyze data that will help you measure and optimize your search campaigns.