Let's take a closer look at few use cases in action.
Use Case | Cadence | Action |
Monitor your share on key shelves | Bi-Weekly |
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Monitor which brands are growing share on key shelves | Monthly |
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Identify terms for brand defense | Bi-Weekly |
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Understand impact of Ad spend on Organic SoV, understand top of search win rate | Monthly |
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Monitor strategy of key competitors. Example: competitor X has gone dark on SB) | Monthly |
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Discover trending categories where you have | Monthly |
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Monitor market trends to consider new product launches | Monthly |
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Use Case 1: Monitor Your Share on Key Shelves
You can view the breakdown of SoV at the next level while filtering for a shelf. This helps in quickly analyzing the share in each category.
You can select keyword and sort by volume rank to view the share on key terms on the shelf. This helps in quickly displaying the share on the highest volume terms.
You can use the Opportunity Analysis dashboard to identify the change in share. You can elect the Views: Identify SoV Gainers and Losers. This helps in a quick overview of change in share in shelves over a period of time and focus on priority shelves.
You can use Keywords View to identify specific terms which result in share loss. The focus should be on larger bubbles on the bottom half which are high volume terms and impacting loss of share.
Use Case 2: Monitor Brands Growing on Key Shelves
You can benchmark any competitor's SoV over a period of time on the shelf. In this case on the Breakfast shelf; Cascading Farm and 365 by WFM are the top competitors.
Once you’ve identified the competition, you can dive into exactly where they are winning share.
In this case, we’ve sorted where Cascading Farm’s SoV has grown the most, to understand which terms are driving the SoV growth for them, and where you can invest to win back your share.
You can also pinpoint specific pockets of keywords where competitors are not focusing on.
Use Case 3: Discover Trending Shelves
Use Views: Identify Trending Shelves in the Opportunity Analysis dashboard. This is best used at the Keywords level providing a microscopic view of changing consumer preferences.
The focus should be on the bottom left - high volume trending terms.
You can also use the Search bar to look for specific trends. In this example, here we can see that granola related terms are growing in popularity.
Use Case 4: Identify Terms for Brand Defense
Discover which brands are trying to conquest you, and create strategies to win back share on the high value search terms.
To achieve this, set SoV type as Sponsored Product, focusing on Client Branded keywords.
Sort by Volume Rank to see your share on the key terms driving the business, and make adjustments if necessary.
Use Case 5: Measure Impact of Ad Spend on Organic SoV
Users can quantify correlations between Ad Spend with Organic SoV using the Performance Overview view.
In this example, one can clearly see the correlation between the drop in Ad Spend and a drop in Organic SoV.
One can also use this to understand trends in share metrics (across Top 3, Top 10, Page 1) against Ad metrics and Amazon ranks of the keyword.
Use Case 6: Understand Top Search Share
Users can use this information to understand top organic share or important keywords, and make appropriate advertising decisions to maximise incremental revenue growth.
In this example, given the low organic presence, there is a strong opportunity to increase top of search presence through sponsored ads.
Use Case 7: Monitor Competitor Strategy
Users can pivot the dashboard to a particular type of SoV to help them identify the respective share along with competitors behaviour.
In this example, we can see that Atkins has significantly reduced its exposure to Sponsored Brands.
This means there is an opportunity to grow presence in this ad type.
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