Share of Search for FMCG

Making the board smile: the money metrics" was the title of the roundtable at Festival of Marketing set out to show how the right metrics will get marketing to be more credible in the C-suite. Marketers have no shortage of metrics, but unfortunately not many the board can instinctively relate to. The lack of a clear connection to commonly used business metrics is a problem. Our latest data within an FMCG category showed a clear and strong correlation in the movements between share of search and market share. Now that's a metric C-level can relate to!