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A global marketing blog by @giusec

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Category: Data & Analytics

Share of Search is now gaining attention

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……

Continue reading Share of Search is now gaining attention
Published October 14, 2020
Categorized as Advertising, Branding, Data & Analytics, SEOTagged Brand Metrics, Metrics, Share of Search, SoS, SOV

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……

Continue reading Where Creativity, Data and Performance Meet
Published July 21, 2020
Categorized as Advertising, Branding, Content Marketing, Creativity & Design, Data & Analytics, Strategy

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……

Continue reading Two researches about paid search and follower engagement/acquisition on social
Published July 21, 2020
Categorized as Data & Analytics, Social MediaTagged Engagement, Followers, Paid Search, Social Media

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.……

Continue reading Brand’s Share of Search
Published July 18, 2020
Categorized as Branding, Data & AnalyticsTagged Google, 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……

Continue reading Social Media Is NOT Real Life
Published March 5, 2020
Categorized as Branding, Data & Analytics, Social MediaTagged Brand Sentiment, Conversations, Engagement Labs, Gillette, Twitter

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:……

Continue reading How To Measure Brand Effectiveness
Published March 4, 2020
Categorized as Branding, Data & Analytics, StrategyTagged Branding, Effectiveness, eSOV

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……

Continue reading Considerations on ESOV Efficiency and Brand’s sectors
Published March 4, 2020
Categorized as Advertising, Branding, Data & Analytics, StrategyTagged Activation, Brand building, eSOV, ESOV Efficiency, Les Binet, Peter Field

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