Les Binet (photo) is also called the ‘Head of Effectiveness of DDB’. He presents his latest research. And explain how you can get a better grip on the growth of your market share with the latest metric Share of Search, ‘says Dick van der Lecq on behalf of the agency.
More control over your market share
Share of Search (SoS) is a strong indicator of the development of the market share. In addition to Share of Voice and Share and Share of Market analyzes (SOV / SOM), the new metric gives marketers a sharper insight and more control over the choice and purchasing behavior within a category.
Les Binet shows for various categories how you can compare Google Trend data with the SoS of competitors. Organic search behavior is also an indication of longer term intentions. And, especially in categories with a longer purchase cycle, clearly learnings and early warning signals.
Ask Binet yourself
During the streaming sessions on Wednesday 2 and Friday 4 December 2020, there is the opportunity to ask questions about his research, but also about how it works in your category. The first workshop is scheduled for Wednesday December 2 from 2:00 pm to 3:30 pm. Send an email to firstname.lastname@example.org with the text “SOS with BINET please” and receive a link for the session and the instructions for passing on questions by return. “
(PvWK, photo: DDB)