Search data is a treasure trove that marketers can make much greater use of than they currently do: it can, for example, act as a proxy for market share if you know how to use it.

Why it matters

Share of search has burst into industry conversation as offering a remarkably accurate proxy for market share that was previously only available to the very largest companies. Understanding its pros and cons will be important for marketers and strategists taking it forward.

Takeaways

• Calculating share of search requires looking at a 12-month rolling average in order to remove the fluctuations.
• It...