People want to know the number of exact matches, because that indicates the lower bound on how many searches you can capture if you hit #1 on google. (Well, 40% of people will click on result #1, so you will capture at least exactmatches*.4 searchers a month.) People sometimes want to know the broad match, because this is a rough upper bound on the amount of traffic you can get, if you LSI the shit out of your articles and have an authority site on this keyword. Are phrase matches useful? In what scenarios do you care about phrase matches?