Every business owner is invested in the success of his business and therefore, by extension, the success of their web marketing campaign. But quite often those business owners focus on all the wrong things. There may be a thrill in having a top search rankings for your keywords, there is just as often a far less joyous feeling when those rankings fail to materialize.
That emotional feeling of success or failure should never replace actual data. Because, it may just be a feeling and nothing more.