Brand Insights Overview
To optimize marketing strategy and budget, you must understand the difference between general interest (e.g., "flights to London") and specific brand intent (e.g., "Acme Air flights to London"). The Brand Insights dashboard in the Travel Analytics Center helps you move beyond generic trends to see precisely how, when, and where customers are searching for your brand.
Date Filter
First you select the time period you would like to analyze. By default the period is pre-selected for the last 28 days:
Brand and Category Primary Filters
Also on the filters you may ajust the mandatory filters, by selecting the Brand name, Travel Category and Travel Sub-category;
User Geographic Filters
User Country
This filter selects the country or countries where the user was located when conducting the search.
Tabs Session of the dashboard
In order to bring the information in one page, the dashboard displayed the different metrics in tabs.
How is the brand performing?
This tab shows information about three different metrics: Brand Density, Impression Coverage and Click Coverage.
1. Brand Density: Pinpoint Your Strongest Markets
This metric reveals the concentration of opportunities specifically for your brand within a geographic area. It's measured by the number of daily Google.com ad opportunities that include your brand name, scaled per 10,000 internet users.
- What it tells you: It identifies regions with high organic brand interest, allowing you to focus marketing spend where it will be most effective. A high Brand Density signals a market where your brand message is already resonating.
2. Brand Coverage: Connect Opportunity to Performance
This dashboard compares your brand's potential opportunity (Brand Density) against your actual advertising performance. It helps you see if your campaigns are effectively capturing existing brand interest.
It answers key questions:
-
Impression Coverage: Of all the opportunities to show an ad for your brand, what percentage of the time did your ad actually appear?
-
Click Coverage: When ads were shown for a brand search, what percentage of the clicks did you capture?
-
What it tells you: It highlights gaps between brand interest and ad visibility, helping you diagnose campaign effectiveness and spot missed opportunities. For example, high interest but low impression coverage indicates a significant growth opportunity.
We can see this metrics using diferrent Timeseries chart to see how brand density , impression coverage and click coverage are performing daily.
We can also see these metrics by Country and by city with maps, bar chart and a table with mode detailed information.
How is the brand positioned compared to the category?
This allows you to benchmark with the category and subcategory. It uses the Brand Development Index (BDI or Brand Strength) and Category Development Index (CDI or Category Strength) and it shows how your brand performs in a specific region compared to the broader travel category.
It answers three critical questions about any geographic market:
-
"In which markets is our brand resonating most strongly?"
- This is measured by Brand Strength. It compares your brand's opportunity in a specific market to its average opportunity everywhere else. A score over 100 identifies a "stronghold" for your brand.
- Formula:
Brand Strength = (% Brand Ad Opportunities in Geo / % Brand Ad Opportunities Overall) * 100
-
"Where is the overall market opportunity greatest?"
- This is measured by Category Strength. It shows how popular the entire product category is in that market compared to the average. A score over 100 identifies a "hotspot" for your category.
- Formula:
Category Strength = (% Category Ad Opportunities in Geo / % Category Ad Opportunities Overall) * 100
-
"Are we punching above or below our weight?"
- This is measured by the Market Share Index (MSI), which compares your Brand Strength to the Category Strength.
- Formula:
MSI = Brand Strength / Category Strength- MSI > 100: You are outperforming the market and punching above your weight.
- MSI < 100: There is a gap between the market opportunity and your brand's performance.
How to use it: The real insight comes from comparing the two. If your Brand Strength (150) far exceeds the Category Strength (110) in a city, it means your brand is exceptionally popular there, outperforming the general market trend. This is a market to defend and grow. Conversely, if Category Strength is high but your Brand Strength is low, you've identified a popular market where your brand is underperforming and needs a strategic push.
The Strategy Matrix: Turning Insight into Action
The scatter plot visualizes these metrics, placing each market into one of four strategic quadrants. This tells you not just what is happening, but what to do next.
| Weak Brand | Strong Brand | |
|---|---|---|
| Strong Category (High Market Opportunity) |
Capture Untapped Opportunity Situation: The market is hot, but you are not. Strategic Imperative: This is your primary growth target. Invest aggressively in brand visibility and targeted promotions to close the gap and capture the existing market opportunity you're currently missing. |
Defend & Grow Situation: You are a leader in a popular market. Strategic Imperative: Protect your position from competitors, focus on retaining high-value customers, and invest to grow your dominant share. |
| Weak Category (Low Market Opportunity) |
Invest or Re-evaluate Situation: You are a minor player in an unpopular market. Strategic Imperative: Make a clear decision. Either apply focused, experimental marketing to build both brand and category from the ground up, or consider divesting to reallocate resources to higher-opportunity quadrants. |
Lead & Build the Market Situation: You are a big fish in a small pond. Strategic Imperative: Your strength gives you the credibility to grow the entire category. Invest in campaigns that make the market bigger for everyone, cementing your position as the definitive leader. |
Visualize Your Strategy
Use the dashboard's tools to bring this strategy to life:
- Map View: See your strategic quadrants geographically to instantly identify regional strengths and weaknesses.
- Data Table: Sort and filter your markets to create prioritized action lists. For example, instantly generate a list of all your "Untapped Opportunity" markets to guide your next campaign.