What Share of Search can and can’t do

Share of search has been shown to be a remarkably accurate proxy for share of voice and therefore market share – three experts consider its advantages and limitations.

The idea that a marketing metric could be both free, accurate, and versatile seems too good to be true. Late last year, share of search (SoS) burst into industry conversation, heralded in a much-discussed columnin Marketing Week by the marketing exper

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