Share of Voice vs Share of Market: Excess SOV
This lesson is part of the course
In this lesson
You compare each brand's share of category ad spend with its share of sales, find who is investing above its weight and work out what Fizzby would need to spend.
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Lessons in this course
- The Brand Funnel: Aware → Consider → Prefer → Buy Locked
- Share of Voice vs Share of Market: Excess SOV Locked
- Brand Lift Study: Exposed vs Control and a z-Test Locked
- Net Sentiment from Social Mentions (COUNTIFS) Locked
- Awareness Tracking Over Time: Moving Averages and a Trend Chart Locked
- Price Premium and Brand Equity Indicators Locked
- Brand Attribute Perception Map (Scatter Chart) Locked
- The Brand KPI Scorecard: % of Target, Colour Scale and Sparklines Locked