Our MarketShare models consistently show that consumers use queries and the internet to secure brand and product information as part of the purchase funnel. They also show that these queries are very good indicators of relative share and sales revenues.
Below, we’ve pulled query data on six of the top U.S. retailers for 2007-2011, including the holiday period this year so far (12/22).
MarketShare models tend to show that lifts from media, especially internet media, can be 50% higher or more for the holiday season. Typically, conversion factors from queries to revenue are about .2 to .3.
The query trends below suggest that queries for these top 6 retailers are up 25-30% for this year versus last year. Using our conversions, we predict retail sales will be up 5-9% year on year, with a median of 6.8%.
What do queries show for your brand?
Source: Google