colin cather

In most cases for us, we were increasingly delivering both, joined-up at source. Like us, agency content teams were growing, and adding to their capabilities. Interactive content evolved from simple clickable infographics into genuinely useful digital experiences. We're talking about fairly sophisticated data visualisation tools that let users explore datasets on their own terms. Calculators and tools that actually solved real problems for users started appearing.

That is - to compare the Share of Search with the Share of Market. In this example, I only had a static estimate of their relative Share of Market for the four brands (ideally we’d be looking at a longer timeframe showing the changes in both SoS and SoM over a multi-year period). Now, in absolute terms - the Retailers’ Own Brands occupy something like a 67% of the UK frozen food market - a dominance that has been growing - while Birds Eye has around a 14% (and shrinking) share of the total market.

Finding this YouGov survey – even though the data itself is not very fresh (2017 survey) – reveals a cycling-safety issue that you might not have been aware of. (Being hit with opening car doors). Plus - a ‘solution’ that we certainly weren’t aware of – the “Dutch reach”. Enough to start thinking of a cycle safety campaign issue. With a bit of further data investigation we could find the (up-to-date) accident stats caused by car doors – building on these stats reported by the AA.