Using regional share of search to hack brand growth

A new model for using search data to uncover regional growth opportunities.

Share of search has seen an explosion of industry press coverage in the last few months, and for a good reason. At TD Reply, we have been using share of search for several years as a cost-effective, timely, and accurate method for answering a wide range of high-level marketing strategy questions.

While many industry experts have espoused its virtues as a proxy for share of market or an indicator of the media spending efficiency, its benefits at the level of regional marketing have not yet been acknowledged.

Share of search data enables brands to uncover regional...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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