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Using Search Data for Market Research


Episode Overview:

In today’s episode host Ben Shapiro speaks with Searchmetrics’ CMO Doug Bell about how search data can address the challenges of conducting accurate and timely market research. In part two of their conversation they discuss how to categorize base datasets and determine a timeframe for how fresh data remains until it becomes outdated.

Obtaining accurate, timely, and relevant market research is a challenge both small and large companies face. Both small and large companies benefit from creating a base dataset that first examines consumer search intent by categories. Categories are essentially the keywords users search by, such as stainless steel dishwashers, and is the basis for organizing and examining both consumer and competitive data.

The freshness of market data on average is between six to 12 months before it becomes outdated. Volatile markets like ecommerce require performing market data research quarterly in order to stay up to date with the latest developments.

Ultimately, structuring data research using category-based datasets along with performing routine data research to address market volatility is key to ensuring your data remains timely and accurate.

Tyson Stockton

Tyson Stockton

Tyson has over 10 years' experience in the digital marketing industry. As Vice President of Client and Account Management, Tyson manages the Enterprise Client Success team and SEO Consulting efforts at Searchmetrics. Tyson has worked with some of world’s largest enterprise websites including Fortune 500 and global eCommerce leaders. Prior to Searchmetrics, Tyson worked on the in-house side managing the SEO and SEM efforts of a collection of 14 sports specialty eCommerce companies in the US, Europe and Australia.

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