Measure your brand's share of search (SoS)

This small script will help you calculate monthly SoS of your brand. This script follows James Hankins (@JCPHankins) methodology on the subject.

Now you can use function sos(data_search, initial_period, final_period) for running the analysis. Check comments in code for further instructions on how to use this script.

The output of the script is a dataframe with the expected values of you share of search and a graphic that looks like this.

Further research and methodology improvements will follow. This project may render an R package for practitioners for work with in the future.

Bibliography: https://theeqplanner.wordpress.com/2020/08/07/the-most-important-metric-youve-never-heard-of/

Anyone willing to expand this script into a bigger project is welcome to fork it.

Libraries required:

• tidyverse
• gtrendsR
• zoo
• ggplot2
• maggritr
• broom

Optional libraries (for beautifying purposes):

• scales
• ggthemes

Any issues with the script, please contact me at @tokumotion

On backlog

• Integrate library CausalImpact to measure the impact of marketing actions on share of search.
• Make the SoS analysis available for more than 5 keywords.