Using regional share of search to hack brand growth

Lars-Alexander Mayer

A new model for using search data to uncover regional growth opportunities.

Share of search has seen an explosion of industry press coverage in the last few months, and for a good reason. At TD Reply, we have been using share of search for several years as a cost-effective, timely, and accurate method for answering a wide range of high-level marketing strategy questions.

While many industry experts have espoused its virtues as a proxy for share of market or an indicator of the media spending efficiency, its benefits at the level of regional marketing have not yet been acknowledged.

Share of search data enables brands to uncover regional...

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