This is why Share of Search works

Share of Search is validated on 30 use cases, 12 industries and in 7 countries. Here are some validated examples of that Share of Search is a valuable metric:

  • Share of Search not only has a strong correlation with market share but it is also a leading indicator of market share development. 

    In this example you can see how Share of Search not only correlates with LG’s Share of Market but predicts it with a 6 month lag. 

    In other words, if the LG team were monitoring their share of search, they would have had a six- month warning of their dip in Share of Market. Lead times vary depending on industry were: 

    Cars: up to 12 months Phones: up to six months Energy: three months or less 

  • Showing long and short term effects using Share of Search 

    Share of Search analytics shows both the long term and short term effects of campaigns and/or marketing initiatives. 

    To look at the immediate effects look at the increase in search volume. As an example, look at the brand in yellow and how Share of Search increased: from 90500 to 165000 monthly searches (this can be seen as an increase of approximately 40% to 75% based on the graph below). 

    To look at the long term effects, look at the increase or decrease in the Share of Search trend (5% → 7%). 

    To make sure the interest is positive and for the right reason, My Telescope allows you to see the Sentiment of what is being said about your brand as well as what search words are most commonly used that month relating to your brand. 

 
 

  •  Share of Search also works on fast moving consumer goods: 

    Using brand name searches to establish the Share of Search data we conducted a correlation analysis to determine whether we can see if there is a relationship between market share and searches. 

    A very strong correlation coefficient of 0,74 (1 being the highest) was found with the Pearson regression coefficient. The calculation was made with sales data compared to google trends data over a period of multiple years of weekly data, over a 12 month rolling average. 

    This shows that Share of Search is a valid metric as a proxy for movements in market share even in a low- engagement, fast-moving industry with low search volumes. 

    The lag time (predictability) of SoS → market share in this industry was 0-1 weeks.