Share of Search
- We are building a standard in measuring marketing investments
Welcome to the Share of Search Council
The forward-looking KPI (Key performance indicator) Share of Search (SoS) now has its own Council, formed by leading marketing strategists.
The purpose is to highlight the opportunities that SoS entails for everyone who works with brand-building initiatives. The method was established by Les Binet and James Hankins two years ago and has since been praised by many leading researchers, including Mark Ritson.
In Sweden, Rodrigo Pozo Graviz and Frédérique Pirenne, among others, have worked with the metric and they have now taken the initiative to form the Share of Search Council Sweden.
- "What we like about SoS is that there is now a measure that correlates with the last row in the balance sheet. We consider it important to make the metric a significant business KPI in order to measure the effect of marketing". Says Rodrigo Pozo Graviz, initiator of the Share of Search Council and founder of My Telescope, a company specializing in making SoS available to everyone who works with brand building.
The ambition is to spread the knowledge about the metric so that it is not only used in the communications industry but also becomes a natural measure in all management groups regardless of industry.
It is one of the key KPIs included in Sweden's Advertisers 'and Sweden's Communications Agencies’ "Effect system", which is an industry standard for measuring the Marketing Effectiveness
What is Share of search?
For decades it’s been near impossible for organisations to show what marketing activities is actually creating and driving your share of market. Making it hard for marketers to prove the value of their work and business-leaders to know how much to invest in it.
Today, 81% of us use search when we are looking to buy something, it could be that car we dream of or it could be a certain dress or jacket. It's based on exactly the same principle as sales and market share, but uses the number of times a brand's name is typed into a search engine.
Share of search a promising leading business indicator
@Les Binet
Do you want to generate your own share of search:
My Telescope
Ready solution: The first dedicated Share of Search and Sentiment analytics web platform,
Search data from:
Google
Google Trends
Mentions data from News, forums, blogs, and reviews
Weekly and Monthly data updates
Comes with 12 months of historical data to build on.
Utilising trusted independent data sources (Google and sentiment mentions data)
Google Trends:
Do it your self: Download trend data based on Google search
A sample on indexed Search data from Google
Do you want to know how to calculate Share of search
Calculating your own Share of Search follows the same logic as when calculating share of market.
