Managing Your Portfolio – Leaping those “Change” Moments

As PMO Portfolio, Programs, and Projects struggle to get the most out of their IT resources, capacity management and risk management issues essentially start rearing their heads once the portfolio is in the execution phase. …

Read the full story »

Do you have the right tools to communicate well in your job?


Don’t click here if you like to procrastinate.


Too many methods. Do you know which method is right for your environment?


Tips and general lessons learned for applying professionalism to your environment.


The purpose of this category is to describe how you can use your Project Management skills to manage social responsibility.


Google continues to develop trends technology

It’s no surprise that Google continues to develop technology that not only helps them understand user engagement on planet earth, but also, there ability to share some of their powerful tools to help advertising agencies, small business owner(s), a multinational corporation, or an academic researcher to gauge interest in pertinent search terms using their Insight Search tool.

This tool allows users to type interest items such as cameras, health, automobiles, etc and the results display trends or interest in that particular item.  Powerful? For business owners and or research , this tool is priceless because this tool can give you an alternative set of data with what an expensive agency may have given you.

Information is vital in today’s world and I believe Google Insight tool just made it a little easier for the common user to get relevant information without spending $$.

Here’s some examples from their site:

How can I use Google Insights for Search?

The examples below showcase some different ways of using Google Insights for Search. Whether you’re an advertising agency, a small business owner, a multinational corporation, or an academic researcher, Insights for Search can help you gauge interest in pertinent search terms.


Choosing advertising messages

Insights can help you determine which messages resonate best. For example, an automobile manufacturer may be unsure of whether it should highlight fuel efficiency, safety, or engine performance to market a new car model.

When the three features are entered into Insights, we can see that there’s a considerable amount of interest in car safety. With this information, the manufacturer may want to consider incorporating car safety into its marketing strategy.


Examining seasonality

Insights can be used to determine seasonality. For example, a ski resort may want to find out when people search for ski-related terms most often.

In this example, the same time frame (June through May) is being compared across several years.

The results are fairly consistent throughout the years: interest picks up in August and peaks in December and January. With this information, the ski resort can anticipate demand and make informed decisions about the appropriate allocation of everything from its advertising budget to staffing to resort resources.


Creating brand associations

Insights can be a helpful tool in creating brand associations. Take, for example, an advertising agency that needs to build a compelling advertising campaign for its client, a computer hardware company. The agency needs to know what competing brands are doing: how should they position their client’s product against them?

When comparing laptops or notebook, it’s useful to apply the Category filter, whereby the data will be narrowed down to just Computers & Electronics.

Carefully examining the resulting top related searches and the rising searches can help the agency better understand competitors’ offers, thereby creating a campaign to differentiate their client’s brand.


Entering new markets

Insights can be useful in determining a new market. A wine distributor may be looking to expand into new markets. By entering in wine + vino, and comparing the data across multiple countries, such as Argentina, Mexico, Spain, and Venezuela, the distributor can get a sense of where interest is more prevalent.

The resulting graph indicates greater interest in Spain and Argentina. Choosing Spain, for example, the distributor can examine the subregions and consider centralizing distribution in the La Rioja region, where interest appears to be the highest.

Did you like this? Share it: