Tracking brands and advertising with questionnaires is slow and expensive, and the data doesn’t always predict sales very well. This presentation outlines a new approach, based on online search data.
Based on actual behaviour, this method is faster, cheaper and can predict sales over surprisingly long timescales. Not only that, it allows us to measure both the short and long term effects of advertising.
In this webinar, Les Binet, Group Head of Effectiveness, adam&eveDDB and James Hankins, Strategist, Analyst & Planner, will show how advertising affects search behaviour, how searches predict sales, and which search metrics marketers should use to track their brands and advertising. A must for anyone who is interested in marketing effectiveness and evaluation.
3pm: Share of search as a brand metric - Les Binet, Group Head of Effectiveness, adam&eveDDB
4pm: Share of search as an advertising metric - Les Binet, Group Head of Effectiveness, adam&eveDDB
4.40pm: Share of search in practise – James Hankins, Strategist, Analyst & Planner
Joining instructions for this webinar will be sent out closer to the date.