In our most recent research as part of the IPA EffWorks Share of Search Think Tank, My Telescope has been investigating the correlation between the UK beverage industry and branded search data.

We looked sales data from beverage brands between August 2018 to 2021. All the brands’ sales figures were compared on a weekly basis to branded search trends, which were in turn put on a 12-month rolling average before the correlation.

All brands with a correlation over 60% were considered to be brands with a strong correlation.

In addition to correlations we’ve tracked within the ice-cream category, this is another proof point showing search data’s strategic importance and the possibility of using Share of Search as a proxy to sales and to measure brand performance.