This is why we recommend these KPIs
Use Share of Search Analytics to follow these main demand trends:
Demand creation: Demand creation is the focus of marketing programs to drive awareness and interest in a company's products and/or services
KPIs to follow:
Share of Search trend: If you are stable or growing over time you are creating a positive sales trend over time. The predictive lag will differ from category to category. E.g FMCG 1 week, cars and financial services 12 -16 months, and brown goods 9 months.
Search volume over time: Look at if the increase is on your brand or the category as a whole
Mental availability: Mental availability considers the probability a customer will think of a particular brand in a buying situation
KPI to follow:
Share of Search on specific branded search terms: Share of Search is correlated to mental availability, and if there is an increase over time it means that the brand is more thought of and is more top of mind
Attitude: The definition of an attitude is a way of feeling or acting toward a person, thing or situation.
KPI to follow:
Sentiment index: How is the internet feeling about your brand?
Campaign penetration
KPI to follow:
Excess Share of Search, ESOV: Excess share of search is measured by a trend in a minimum of 6 month, if your Share of Search is higher than your actual Share of Market, it means that you are creating a higher market share over time. The predictive lag is defined by the category you are in. eg FMCG 1 week, Cars 12 months etc.
Industry Category Lag
FMCG Soft drinks, Ice cream 1 weekRetail Supermarkets 2 weeks
Finance Pension funds 7-8 months
Automotive Cars 12 months
Category growth: Is the category growing, or the particular brands?
KPI to follow:
Search volume: Is the search volume for only one brand increasing, or all brands selected?Is the brand increasing volume or all selected brands.
Share of voice: Share of voice measures the percentage of media spending by a company compared to the total media expenditure for the product, service, or category in the market.
KPI to follow:
Share of Search: Share of Search is a proxy for Share of voice as it correlates to share of voice. However, the Share of voice needs to be analyzed at specific campaign periods. Use the Campaign plotter to follow Share of Voice.