Share of search: The most important metric you’ve never heard of

Introduces ‘Share of Search’ and presents several useful and applicable techniques to help establish a nuanced picture of a brand’s context versus its competitor set.

New research in marketing

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

Knowing that you are performing better than your competitors should be of paramount importance, especially in a post-COVID world.  Many people use Google Trends as a simple short-term signal to check whether their campaigns are working or not.  With a few tweaks this information can become a powerful and extremely useful source of long-term time series data with applications for both contextual analysis and the development of predictive trajectorieslinked to...

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