Live Debate: Is Share of Search the Missing Link for Marketers?
Episode description
Share of Search (SOS) is the most hyped marketing buzzword phrase of the past six months. Its advocates see it as marketing’s most important metric, a more relevant and practical assessment tool today than the traditional KPIs Share of Voice (SOV) and Share of Market (SOM).
Holistic Analytics founder Tasman Murray agrees. Tasman describes SOS as a light-touch, high impact market share predictor. However, Forethought Executive Chairman Ken Roberts cautions that the act of searching is not causal and that SOS should not replace sound survey-based brand measurement.
Listen for a fascinating Growth Colony debate between Ken and Tasman, facilitated by Mitchell Mackey, Fauto Group’s Marketing General Manager.
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