Share of Search (SOS) is currently generating significant buzz in the marketing industry. Marketing effectiveness expert, Les Binet, has suggested that Excess Share of Search (ESOS) can predict future changes in market share. We test Binet's theory using hundreds of technology brands and show how we can enhance the predictive accuracy further by improving the ESOS methodology. Our approach offers a highly valuable quick and cost-effective alternative to costly and time-consuming bespoke forecasting models.
