74,6% average correlation between Share of Search and Sales in UK beverage industry

In our most recent research as part of the IPA’s Effworks Share of Search think-tank, My Telescope has been investigating the correlation between the UK beverage industry and branded search data. The data used was sales data on various beverage brands between August 2018 to 2021. The sales figures were compared on a weekly bases to brand search trends which were in turn put on a 12-month rolling average before the correlation. All brands with a correlation over 60% were considered to be brands with a strong correlation.

After earlier correlations within the ice-cream category, this is another proof point of search data’s importance as a strategic data-point and the possibility of using Share of Search as a proxy to sales and/or to measure brand performance.