Validation through visualisation

If you’re like me and see the potential of Share of Search you want to spread it with everyone within your organisation. The key to that adoption is, as we heard from James Hankins, validation to something they are familiar with. In most cases this will be some sort of financial metric or business results Showing those numbers is a compelling and simple way, is just as important though!

‘So To get people on board they need to believe the data, and this is best done by correlating it to something they know and trust, like sales figures, market share or even survey results as was the case for Alexander Vucic. However, just showing some numbers is hardly ever enough, so timeline graphs are a much better way to go. Before you start firing up the excel with a bunch of calculations, there are a couple of simple ways to help you out.

Obtaining your Share of Search data might be the first obstacle, but that can easily be fixed by creating an account at My Telescope. Within the tool you get your Share of Search as a standard in a timeline graph so you can easily show its development. Additionally it’s easy to get the Share of Search and search volume numbers.

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If you’re in a rush, the easiest way to visually show it, is by simply putting the chart next to the one showing the market share of sales development for the same time period. Don’t forget to add trend lines to both in order to improve visualisation even more.

Should you have a bit more time, the best way is to put both lines in the same graph as we did for this example in the ice-cream industry.

Correlation of Share of Search and Market Share in the FMCG Industry.png

Should you have more questions or need some help with doing the validation project, don’t hesitate to reach out or try the tool. You can also easily reach us through the chat function within My Telescope.

Frederique Pirenne