I think you're on the right track looking at your Heroic Strikes. The fact that your white damage accounts for more of your output than WW is a good sign you're letting far too many melee swings through.
However, I'm also worried that you seem to almost never cleave. What gives? Glyph of cleaving + cleave should account for a huge portion of your damage - probably more than Slam and Execute if you're doing it right.
Your top 4 damaging abilities and their weights are:
Deep Wounds 15%
Drawing reference from a very skilled fury warrior in a recent Naxx:
Heroic Strike 15%
Bloodthirst/Deep Wounds 13% ea.
To illustrate my concerns about Cleave:
Your cleaves: 5,150 damage, 0% of total
Fury warrior in my guild: 964,058 damage, 5% of total
So, yah. If you're looking at "overall data" you're missing a HUGE chunk of dps output by refusing to cleave. Bind it, learn it and use it when > 1 mob is present.