Using Search Data To Explain Media Impact

marketingland.com

Google search is essentially the largest real-time, unbiased consumer panel that has ever existed, with “over 3.5 billion searches per day and 1.2 trillion searches per year worldwide.”

Oftentimes, when a brand is running a large media campaign, consumers will turn to search engines to learn more about the products they are exposed to on other media channels, such as television. A marketer can gain valuable insights by analyzing the correlations between media campaigns and the fluctuations in relevant search activity.

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