Tutorial: A how to guide in understanding Share of Search in understanding how key marketing mix drivers are performing

What Am I Looking At?

The Key Business Areas metric shows which marketing driver from the Marketing Mix Modelling has the highest potential to drive your brand for the future.

In other words you can decide which parameters to focus your future investments on. For example, take the graph. It shows that based on the current measurement of marketing drivers in the market, focus on product is likely to boost the competitive edge for the company in question.

The calculation is a correlation which shows how future investments will impact your overall competitiveness index.

How is the Data Collected?

Looking at Digital Behaviour on:
• Search volume (google, Yahoo, Bing)
• Search trends
• Social media, interest (volume of mentions by social listening) • Digital forums like Reddit

Interest & Sentiment on:
• Blogs, social media, media, forums, blogs.