PRODUCT
Competitive Intelligence Based on Real Behavior.
See where you’re gaining, where you’re losing — and act before competitors do.
A sponsorship that actually moved demand
Brand A invests in a major sponsorship.
Within weeks, its Share of Search increases by +12% — while competitors remain flat.
Not just visibility. Real demand shift.
The Theory
Search behavior reflects real demand. It shows what people actively look for — not what they say or remember. Across industries, Share of Search has been shown to closely correlate with market share, brand growth and commercial performance.
Visibility doesn’t equal demand. A campaign can generate millions of impressions. But did interest actually increase? Search behavior shows whether it did.
"Over the past 30 years, I've found that the relationship between tracking metrics and actual purchase behaviour is often surprisingly weak. By tracking Share of Search, we have a powerful metric to measure what people are actually doing online, rather than what they say they are doing."
— Les Binet, Head of Effectiveness at adam&eveDDB
ShareOfSearchOps turns this behavior into a structured, comparable metric — across brands, markets and time.
Explain → Prove → Apply
A brand invests in a major sponsorship. Within weeks, its Share of Search increases — while competitors remain flat.
This indicates real demand growth, not just visibility.
Two brands compete in the same category. One gains +8% in Share of Search, while the other declines.
This signals a shift in market demand before it shows up in sales.
Search demand rises in a specific region. Share of Search shows which brands gain traction first.
This helps identify where to enter early.
The Evidence
Side by side, Share of Search tracking outperforms traditional brand surveys on every dimension that matters.
| Category | Survey-based Brand Tracking | Share of Search Tracking | Outcome |
|---|---|---|---|
| Predictive Power | Limited — often lagging behind | Strong — leading indicator for sales & market share | Better forecasting |
| Cost | High | Up to 60% lower | Maximize ROI |
| Timeliness | Quarterly / Annual | Monthly / Weekly / Daily | Agile decision-making |
| Granularity | Usually Country-level | Up to City-level (Artist/Genre) | Localized planning |
| Flexibility | Changes break timeseries | Dynamic, can restate 4 years of data | Scalable tracking |
How It Works
Understand what people actively look for across brands, topics and categories.
See where interest is growing, declining or moving across markets.
Make decisions before demand shows up in sales or reports.
What This Looks Like
+8.2pp Share of Search growth over 48 months, concentrated in urban markets. BMW, Mercedes and Audi all losing ground.
Incumbent brands need to respond now — this is a structural shift, not a temporary spike.
Increase media spend in Berlin and Hamburg where competitor share is weakening. Protect Munich with loyalty campaigns.
Monitor Shein returns trend as early quality signal. Use declining returns share as a competitive differentiator in marketing.
Increase investment in high-growth segments within the next quarter to capture early demand.
Key Benefits
Understand what people actually search for — and where demand is moving next.
Share of Search is a leading indicator — it shows market share shifts months before they appear in sales data. Act early, not late.
People search for what they actually want. No survey bias, no recall errors, no social desirability. Pure intent data.
Restate historical data anytime. Add brands, change categories, compare — without losing the timeline. Full flexibility, full continuity.
Use Cases
"Is our brand gaining or losing mindshare?"
Track your Share of Search vs. competitors over time with daily precision. Spot momentum shifts before they become trends.
"Are people searching for our returns more than competitors?"
Attribute-level search analysis reveals perception issues before they hit NPS. Track searches for returns, complaints, reviews, or alternatives.
"When is the right moment to enter a new market?"
Monitor category search growth by city to identify readiness. See where demand is building before committing resources.
"Did our campaign actually move the needle?"
See the immediate impact on search share — days after launch, not months. Measure what campaigns do to real consumer interest.