The question always comes that how can you use analytics to determine the effort you need to make in developing the best keywords?

The answer is to find a less popular keyword which should be an alternative to highly bidding keyword especially in advertising.

If a keyword is being aggressively bid on, you will have significant competition from paid ads. You will likely need to develop an alternative keyword.

If a particular keyword is being aggressively bid on in cos-per-click markets, it is an indicator of how difficult it will be on the organic side.

Another interesting question is, Which part of the keyword evaluation will you be unable to determine in advance?

This is the ultimate goal of using keywords, but you cannot evaluate whether they are driving conversions until you start using them.

Example1: Your company sells Adidas soccer shoes online. What would your research tell you is the keyword search most likely to provide relevant results for your audience?

Answer is, "Soccer Shoes".

Explanation:
While your company sells only one brand this keyword is most likely to drive users to your website.

Example2: You run a rental car company that provides low-cost upgrades to luxury cars. What is the trade-off if you use the Long-Tail keyword "Luxury Upgrades"?

Answer: Extremely relevant at the expense of search volume.

Explanation: These are customized to your particular pages(Luxury Upgrades), but there will be less volume among users searching for "rental cars".