Share of search data can help brands to uncover regional growth opportunities that might be missed when relying on existing market research methods – especially in fast-developing markets in Asia.

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Industry experts have discussed the virtues of share of search as a proxy for share of market or an indicator of media spending efficiency, but its benefits at the level of regional marketing have not yet been acknowledged. A new WARC Exclusive about TD Reply’s work for a global dairy brand in Vietnam sets out to change that.

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