Share of Search (SoS) is finally gaining attention as a significant (and inexpensive) metric for brand awareness and for forecasting future market share movements, and this is the reason why […]
Category Archives: Data and Analytics
Where Creativity, Data and Performance Meet
“Creativity is whatever isn’t something else.” Peter Shillingsburg There is no doubt about the contribution of creativity to marketing effectiveness. Brand size and creativity are in fact two of the most […]
Two researches about paid search and follower engagement/acquisition on social
The two following researches by Dr. Koen Pauwels share some light on a couple of metrics (paid search, social engagement) most of us keep focusing on. The full article can […]
Brand’s Share of Search
Tom Roach’s articles mentioned on my previous post brings another interesting topic – in addition to the need of balancing short-term and long-term approaches. The topic is Share of Search. […]
Social Media Is NOT Real Life
Found today a couple of interesting articles/reports about offline vs. online brand conversations and respective sentiment analysis. In most of the cases offline and online sentiments diverge; in some other […]
How To Measure Brand Effectiveness
Reporting from Linkedin – interesting conversation about measuring brand effectiveness, initiated by Peter Weinberg of LinkedIn’s B2B Institute. How do you measure brand effectiveness? My best attempt at an answer: […]
Considerations on ESOV Efficiency and Brand’s sectors
We know about ESOV (Excess Share of Voice): brands that set their SOV (Share of Voice) above their SOM (Share of Market) tend to grow, and those that set SOV […]