By Jonathan Moreland, founder of Insider Insights and author of Profit From Legal Insider Trading.

NEW YORK (

TheStreet

) --

It is a victory for common sense. Tracking the trading behavior of company executives, directors and large shareholders in the stocks of firms they're registered in as "insiders" has proven to be profitable, according to both academic studies and (more importantly) the experience of professional investors.

Below are lists of the top 10 mainly open-market insider purchases and sales filed at the Securities and Exchange Commission

Tuesday, November 13, 2012

as ranked by dollar value. Please note, however, that these are only factual lists, not buy and sell recommendations. Dollar value is only one metric to assess the importance of an insider transaction, and, frankly, often not even the most important metric that determines if an insider transaction is significant.

At InsiderInsights.com, we find new investment ideas just about every day using these and more intricate insider screens to determine where we should focus our subsequent fundamental and technical analysis. And while stocks don't (or shouldn't) move up or down based on insider activity alone, insiders tend to be good indicators of when real stock-moving events like earnings surprises, corporate actions, and new products may be in the offing.

So use these regular Top Insider Trades columns as the initial research tools they are meant to be, and click the links in the tables to analyze a company's or insider's full insider history. Also feel free to contact us with any questions on our proprietary insider data, and how it is best analyzed.

Top 10 Open-Market Purchases

COMPANY

FILER

TITLE

SHARES

$ DOLLARS

Davita(DVA)

Berkshire Hathaway

BO

548,823

61,552,068

Take Two(TTWO)

Icahn Carl C

BO

1,098,200

12,563,408

Janus Capital(JNS)

Dai Ichi Life Ins

BO

1,282,419

10,291,010

Viasat(VSAT)

Fpr Partners

BO

248,000

8,972,262

VMware(VMW)

EMC

BO

68,294

5,997,701

AGCO(AGCO)

Srinivasan Mallika

DIR

96,051

4,318,453

Strayer Education(STRA)

Wargo J David

DIR

60,000

2,754,600

Kinder Morgan Mgt(KMR)

Kinder Richard D

CB,CEO,DIR

20,000

1,454,802

Trans World(TWOC)

Wynnefield Sm Cap

BO

594,208

1,336,968

Halcon (HK)

Wilson Floyd C

CB,CEO,DIR

175,000

999,828

Top 10 Open-Market Sales

COMPANY

FILER

TITLE

SHARES

$ DOLLARS

Google(GOOG)

Page Lawrence

CEO,DIR,BO

55,556

36,979,036

Reynolds American(RAI)

Brown & Williamson

BO

874,888

36,246,608

Jda Software(JDAS)

Armstrong James D

DIR

344,409

15,423,570

Vocera(VCRA)

Nada Hany

DIR

363,800

9,095,000

Seagate(STX)

Luczo Stephen J

CB,PR,CEO

250,152

7,354,469

Google(GOOG)

Doerr L John

DIR

7,495

5,000,241

Trans World(TWOC)

Marxe A & Greenhse D

BO

1,544,208

3,474,468

Credit(CACC)

Prescott General

BO

32,932

2,827,163

Demandware(DWRE)

Schambach Stephan

DIR,BO

87,407

2,275,204

Kilroy Realty(KRC)

Kilroy John B Jr

PR,CEO,DIR

50,000

2,215,110

Key to Titles: A=Assistant, AI=Affiliated Investor, AO=Accounting Officer, BD=Business Development, BO=Beneficial Owner, CAO=Chief Accounting Officer, CB=Chairman, CCO=Chief Compliance Officer, CEO=Chief Executive Officer, CFO=Chief Financial Officer, CIO=Chief Information Officer, CO=Compliance Officer, COO=Chief Operating Officer, CT=Controller, CTO=Chief Technology Officer, DIR=Director, EVP=Executive Vice President, F=Founder, FO=Financial Officer, GC=General Counsel, HR=Human Resources, IO=Information Officer, IR=Investor Relations, LO=Legal Officer, MD=Managing Director, O=Officer, OO=Operating Officer, PR=President, PT=Partner, REL=Relative of an insider, SEC=Secretary, SH=Shareholder, SO=Sales Officer, TO=Technology Officer, TR=Treasurer, TT=Trustee, VCB=Vice Chairman, VP=Vice President, X=Ex Officer or other title displayed.

Jonathan Moreland is the founder of

InsiderInsights.com, which produces a weekly newsletter and offers professional screening and alerting tools to analyze a proprietary, real-time insider data feed. He is also the principal of Insider Asset Management, a registered investment advisor in New York. Mr. Moreland has been analyzing insider data professionally for two decades and has been a contributor to TheStreet.com since 2001. A fundamental analyst with an MBA in finance, Mr. Moreland long ago identified insider data as an excellent first screen to determine where to focus his research efforts. He is quoted frequently in the media for his insider analysis and stock recommendations stemming from it. He is also author of

Profit From Legal Insider Trading

.

Under no circumstances does the information in this column represent a recommendation to buy or sell stocks. While he cannot provide investment advice or recommendations, Moreland appreciates your feedback;

click here

to send him an email.