MyTelescope for Brand Performance and Marketing Effectiveness

Curious about how your marketing measures up to your competition? Want to know with just a few clicks?

Measuring Brand Performance with Share of Search

Historically understanding brand performance has been a mystical elusive thing, leaving businesses unsatisfied with expensive vanity metrics that lead them nowhere.

Today you can use Share of Search, a behavioural data point to easily gauge a brand’s relative performance to its competitors and arm yourself with insights to win tomorrow. Read the science behind Share of Search here.

Discover what's effective. Track your own and your competitors' brands and optimise accordingly.

  • Find content ideas that resonate and engage.

  • Identify and analyse the campaigns that ripple through the consumer sea, making waves.

  • Discover what products or brands need a spotlight's embrace.

  • Analyse opportune regions where your brand fits.

Key Insights for Success

Access Tailored Market Effectiveness Reports for your selected competitive landscape, covering brand shares and the leading topics and trends.

Key Features:

  • Automated Tracking of Share of Search, Volume and Keywords

  • Monitoring of up to 14 competitors

  • Historical data spanning 2 years

  • Markers for Campaigns and Events

  • Automated market briefs

How to set up your brand performance tracking

  • Add Your Brand: Jump into MyTelescope and type in your brand.

  • Sort Your Keywords: Pick out the keywords that matter to you. Ditch the rest.

  • Check Your Score: Hit save and see where your brand stands.

  • Scope Out the Competition: Do the same for four competitors. Know what you're up against and how you’re actually doing.

  • Win: Track your progress, tweak and optimise as you go for brand performance.

How to get started in taking action on your brand performance KPI

In this webinar, we go through how to use branded searches and Share of Search to build your Brand Performance KPI.

We'll also be looking at what actions you can take based on your trend together with 3 real-life cases of the brands and how they could interpret and take action on their branded search trends: Tesla, SkyShowtime and Diesel.

Client Success Story:

Map Active

How South-East Asia’s largest premium retailer uses MyTelescope to track brand performance, marketing effectiveness and stay on track to success.

The Journey to Share of Search as a Metric

My objective is to infuse data into our approach to marketing problems. I want myself and my team to be accountable for the effects of our investments of time and money in marketing. With that, I looked for a metric that could show an objective number that shows the impact.

With the number of campaigns we run and the short-term impact we work with, doing only classic big sample market research wasn't realistic. So we looked for alternatives.

Finding prominent marketing influencers like Les Binet, Peter Field, Mark Ritson, and your friends at the IPA, all talk about a new way of measuring advertising effects using Share of Search attracted my attention.

Of course, you can determine Share of Search manually, I looked at Google Keyword Planner and other tools, but they were not optimised to deliver the desired results. If you knew what you were doing, you could get the same results, but it would take a lot of manual work.

At the scale that I need it, and with the skillsets available in-house, it just takes too much time and resources. So, I looked for a tool that could help me. That's how I ended up with you guys.

Frankly, my team does not have the time and needed a solution optimised for Share of Search, and that's why we chose MyTelescope.

How have you found using MyTelescope, and have you discovered any other benefits?

First, we use MyTelescope to align Search as a KPI for our organisation and now implement it to optimise budgets.

Using MyTelescope, we see that the volume of searches correlates with the sales volume. Therefore, increasing store-related searches from 2,000 to 4,000 within the year would theoretically double the sales, and that's why the tracking capability becomes interesting. Then, I can start looking at how much budget we actually spend and create a budget optimisation. What we've done for this year's budgeting is we've created funnels utilising MyTelescope. We have divided searches into funnels to see how many people are interested at the different stages in the purchase journey. Based on this, we can look at conversions between the stages, if our brand is underperforming versus competitors in terms of where a store is, different products, etc.

An example of how we used this in practice is for one brand. We saw an uptake in search interest, and when we overlaid this with revenue, we noticed that in most months, there was alignment. So, increase in Search, increase in revenue. Except for one month at the end of the year, when we had a specific campaign. As it turned out, the reason for this is that although the team did an excellent job driving interest, there was some issue with products in-store. Meaning it didn't generate sales. So again, we did what we were supposed to do for the marketing side, but a product supply issue prevented that interest from being converted into sales. So, it was very helpful for us to understand the impact that the marketing team was having, despite not converting into sales.