Why Share of Search and My Telescope according to Les Binet

Share of search is a hot topic in marketing right now. Measuring how many people search for you, rather than your competitors, is a fast, cheap and potentially powerful way of measuring the strength of your brand.

But raw search data has a big limitation: it tells you nothing about why people are searching for your brand, or how they feel about it. High search volumes are not always a good sign, particularly if they are due to bad PR.

That’s why I like what My Telescope are doing. By combining search data with sentiment analysis, My Telescope are trying to separate positive searches from negative ones. I think this has great potential, and I shall watch their research with interest.