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