31 May 2022|Brands, Search, Search trends, Share of Search There is a close and predictive relationship between a brand’s share of category search and its market share in many categories. The greater the level of search interest for brands that is part of the consumer purchase process, the higher the…

10 May 2022|Advertising, Consciousness, Data Science, Research There has been quite a lot of buzz recently around new research into attention to advertising that is based on tracking the eyes of viewers, with Amplified Intelligence leading much of the research. Here are some thoughts on this approach and its claims. …

25 April 2022|Advertising, Audience, Reach, Research In an ideal world it should be possible to measure the total audience for a brand’s advertising, across all media, taking into account the varying impact of each medium. In reality each medium has its own measurement method, and audience measurement for internet advertising…

18 February 2022|Advertising, Brands, Context, Programmatic, Targeting Context impacts everything we think and do. What we pay attention to is dramatically affected by our subconscious sense of its surrounding. Whenever we see (or hear) a brand the contextual environment directly affects our perception of that brand. Context influences and reinforces…

4 February 2022|Advertising, AI and Machine Learning, Audience, First-party data, Programmatic, Targeting Preservation of personal privacy and security, and how personal data is used by third parties, is an ongoing issue that concerns most internet users. It resulted in the EU’s GDPR regulation in 2018 and California’s CCPA in 2020…

26 January 2022|Search, Search trends, Share of Search There are many packaged goods/FMCG categories where there is a high correlation between % share of search and % market share for brands in the category. Patterns of search interest can also be used to predict sales in some categories. …

20 December 2021|Advertising, AI and Machine Learning, Programmatic, Search, Targeting Recently I used Google Ads to run my own Google search advertising campaign. Self-serve seemed simple. My objective was to maximize physical and mental availability for Share-Of-Searching (Croft Analytics’ global search trends tool): to reach as many people as possible…

8 December 2021|Advertising, Brand Science, Growing Brands, Scientific rules “If one studies the things which are regular, one will find regularities. Science is as simple as that. All one has to do is to pick on some regular things to study” Andrew Ehrenberg, pioneer of marketing science, 1969 Brands that…

22 November 2021|Insight, Search, Search trends, Share of Search We have just released a major upgrade to the Similar Terms module in Share-Of-Searching, using new methodology to deliver terrific insights into related Google search trends that are associated with a search term (for example a brand name) in any country…