Everything you need to measure campaign output - The guide to brand tracking with Share of Search
Working with brands and campaigns is a gift to be able to work with, however marketing comes with a sometimes intimidating challenge: changing peoples minds to recall your brand in a positive manner when presented with a purchase opportunity in the midst of thousands of alternatives and distractions.
After many years of experience in the marketing industry we knew we had to create My Telescope in order to provide an easy way to show that the work we were toiling with every day as marketers where actually bringing tangible results on three layers: short-, mid- and long-term effects.
Here is my guide on how you can use our system: My Telescope to measure campaigns and track brands. We are channel agnostic as we strongly believe that whatever the channel your job is to remind or change peoples minds whatever the channel.
Short-term: what immediate effects can we see that show a temporary shift in peoples minds.
What Metrics to use:
Search and sentiment trend: An index of your weekly search interest trend and sentiment from the market.
Attitude trend: The sentiment of what is being said about your brand.
What to look for:
Are you creating a short term spike in your search and sentiment trend and is the attitude around your brand, product or service moving in the right direction (more positive or less negative attitude).
Why should I use these metrics?
The reason for recommending them is that you want to use the campaign to create positive intent around the brand - in other words have people interested to know more about your offering
Mid-Term: What indications exist of a changing consumer behavior that indicate long term shifts.
What metric to use:
Share of Search: Your search interest relative to your competitors.
Key words: Search volumes for keywords relating to campaign and brand.
Associated word: The most common words mentioned about you and your chosen competitors.
What to look for:
When creating campaigns you define a main message to drive, attributes you want your consumers or customers to search for or write about.
Why should I use these metrics?
First of all you want to be sure that are generating an increase in interest compared to your competitors. Secondly you want to see that your message is getting across and people have started their internal journey to create memories around your brand. Volkswagen want to be known for it electric cars, Volvo for Safety, Coca Cola for happiness. These shifts in attributes for a brand can be seen in the way people search and write online.
Long-Term: What sustained effects can you see showing a
What metric to use:
Share of Search: Your search interest relative to your competitors.
Shared of Earned Media: Your brand’s share of earned mentions.
Business drivers: The marketing mix drivers responsible for driving your positive search interest
What to look for:
In your share of Search you want to make sure that your either are defending your long term share of search or creating Excess Share of Search (eSOS). eSOS is an indicator if you are winning market share
Business drivers, to make sure you are driving the tactics you decided in the beginning of the year. I.e we will focus on being value for money
And finally Earned media: This is a great indicator of the market are building a relationship with your brand and are willing to mention you or endorse you.
Why should I use these metrics?
In order to make sure that your campaigns have resulted in a sustained shift in the way consumers view your brand you want to see that 1. People are looking to engage with your brand (SoS) 2. People want to talk about your brand (SOM) 3. People’s interest is created in line with your marketing strategy.
I hope this guide have been of use don’t hesitate to contact me if you have any questions or changes you want to do.
Rodrigo
CEO and founder of My Telescope