@Mel Hopkins, I'm going to have a conversation with someone this morning about the very point you mentioned in the very large font. I'll keep the "eye glazing over" in mind and let you know how it goes.
But in the meantime, I will share this anecdote. There was another book site, now defunct, that I worked with closely. I had 3 orders of magnitude more traffic--it wasn't even in the same ball park in terms of traffic (side bar: At one point Alexa ranked that site ahead on mine, which is one reason I've moved on from them as a tool). Despite the substantial difference in traffic the other site was able to sell just as much advertising as I could--for years. Their site, at least the homepage, was more visually appealing than mine--which I suspect was the reason.
The person that ran the site understood completely your point about data. We spoke about this subject frequently. I would point out information that would benefit their site and they simply did not care.
People are much more likely to make their decisions emotionally, not based upon data, or fact and figures. The most successful salespeople know this. Indeed they take advantage of people using this flaw in our decision making process.
NY Publishing and individual advertisers are simply were not sophisticated enough to look at stats. I offer the ability for advertisers to login to my site to monitor their campaigns and no one does it--no one! Google provides a remarkable service called tag manager, and I don't know anyone in my niche that even uses it. So trust me I KNOW the average person, in fact MOST people do get this.
But I do, and this is why I know I can attract more people to my site posting on wikipedia than I can with a Facebook advertisement. This is also how I know I can benefit my site more through search engine optimization than through social media marketing. This is how I know ads on my site out perform ads on social media--bank for buck. Again I know the way I came to this knowledge is not the way I can bring other people to understand it.
This is also why Google, can algorithmically sell advertising on my site and get more money that I can.
This is why I can benefit from a sales person, translating this into a language which resonates with the typical person is not in my strong point, but I'm working at it. I also need to free up more time to do it
SEMRush and Google analytics are not easy tools for the average person to use. Google tag manager is not intuitive at all. I had to watch 3rd party video to understand how to even implement it. Again, I know few indie sites will use it--despite the tremendous benefits. So no, SEMrush does not make it easy.
@Pioneer1, so you think Jared or Melania are qualified?
@Delano, most of what you wrote is true, but running this site without a full time wage has been a struggle. If I were not work for the first half of this site's life it would not be around today.