Brand marketers increasingly need comprehensive analytics to measure both the health of their brand and the impact of their campaign investments. To meet this demand, and extend our brand analytics platform beyond campaign-specific measurement, Upwave is thrilled to announce our acquisition of search analytics technology from Croft Analytics.
In addition to our leading cross-channel brand analytics capabilities, Upwave now owns the technology behind ShareofSearch, a platform that enables marketers to chart trends in Google search volumes and share of search. In recent years, share of search has found applications well beyond the domain of SEM. In most categories, share of category search volume correlates closely with a brand’s market share, demonstrating the close tie between brand health and market share.
With this acquisition, Upwave will provide marketers with a richer understanding of their brand health – even outside of campaign performance – by incorporating “share of search” insights into our platform.
“Measuring search activity is a well-known and widely accepted barometer of brand health,” says Frank Harrison, founder of Croft Analytics. “Uncovering these insights will undoubtedly enhance Upwave’s extensive brand analytics platform, especially with regard to long-term brand health. Now, they can show brands the impact of investments, both during campaigns and after they are complete.”
Following the rollout of innovative new campaign measurement capabilities like Customer Lift and Optimization Metrics, this investment builds upon Upwave’s mission to deliver the world’s leading brand analytics – from real-time campaign-level KPIs to ongoing brand-level insights. The addition of “share of search” data will offer brand marketers an even more comprehensive view of brand awareness, brand recall, and market share.
“We are laser-focused on building the best brand analytics platform in the market,” says Chris Kelly, CEO of Upwave. “This investment allows us to move beyond only offering campaign-level analytics to offering ongoing brand-level analytics. Nothing measures unaided awareness better than the search bar. We are thrilled to bring Frank on to our advisory board, and this search analytics technology onto our platform.”
Read more about our announcement in MediaPost or reach out to an Upwave team member for more details.