Are you geared for growth? How to apply Share of Search as a strategic diagnostic

James Hankins

Builds on Share of Search as an analytic tool, introducing additional analysis techniques.

New research in marketing

This article is part of a series of articles from the WARC Guide to new research in marketing. Read more.

Introduction

Share of Search as a proxy for Share of Mouth provides brands with a longitudinal data source enabling them to compare their performance versus key competitors and represents a key metric for companies’ ongoing performance as part of a balanced scorecard. Where this data source becomes exciting is combining it with inputs, that is, potential drivers of change. Well-known relationships such as Share of Voice versus Share of Market and the Jones model...

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