Web analytics, web metrics, and how to use them to track and improve conversions

Jeremy Zawodny wrote about how Google Base being mixed in with Google's Organic Search results.

Is my money better spent on Search Engine Optimization techniques and advertising, or should I be paying someone to build tools that make it easy to get my data loaded directly into Google Base (and kept up-to-date)?

If it was me, I'd go with Google Base, as using automated tools to upload your site feed into Google Base might be much easier to accomplish than Organic SEO work.  Like Jeremy says, we'll have to wait and see and the water is kind of muddy now (we don't know yet if the results will be better or not).

Are the smart SEO companies and consultants already building such tools?

I bet some are building tools for Google Base.