Deriving Insights from Search Data

Deriving Insights from Search Data

Qing Wu/ Senior Economist, Google

CH

RIS

TM

AS

SUPERBOWL

OSCARS

CYBER MONDAY

Michael Jackson died

CASH-FOR-CLUNKER

CYBER MONDAY

OLYMPICS

TSUMAMI

HURRICANE SANDY

Short-Term Drivers OSCARS

ELE

CTIO

N

Weather’s Impact

5/20/2

012

5/21/2

012

5/22/2

012

5/23/2

012

5/24/2

012

5/25/2

012

5/26/2

012

5/27/2

012

5/28/2

012

5/29/2

012

5/30/2

012

5/31/2

012

6/1/2

012

6/2/2

012

6/3/2

012

6/4/2

012

6/5/2

012

6/6/2

012

6/7/2

012-10.0

-8.0-6.0-4.0-2.00.02.04.06.08.0

10.0

Temperature Deviation Netherland

Search behavior is correlated with weather

Weather’s ImpactSearch behavior is correlated with weather

5/20/2

012

5/21/2

012

5/22/2

012

5/23/2

012

5/24/2

012

5/25/2

012

5/26/2

012

5/27/2

012

5/28/2

012

5/29/2

012

5/30/2

012

5/31/2

012

6/1/2

012

6/2/2

012

6/3/2

012

6/4/2

012

6/5/2

012

6/6/2

012

6/7/2

012-10.0

-8.0-6.0-4.0-2.00.02.04.06.08.0

10.0


5/20/2

012

5/21/2

012

5/22/2

012

5/23/2

012

5/24/2

012

5/25/2

012

5/26/2

012

5/27/2

012

5/28/2

012

5/29/2

012

5/30/2

012

5/31/2

012

6/1/2

012

6/2/2

012

6/3/2

012

6/4/2

012

6/5/2

012

6/6/2

012

6/7/2

012-15%

-10%

-5%

0%

5%

10%

15%

Impact on Search Queries by Devices

Desktop

Weather’s Impact

5/20/2

012

5/21/2

012

5/22/2

012

5/23/2

012

5/24/2

012

5/25/2

012

5/26/2

012

5/27/2

012

5/28/2

012

5/29/2

012

5/30/2

012

5/31/2

012

6/1/2

012

6/2/2

012

6/3/2

012

6/4/2

012

6/5/2

012

6/6/2

012

6/7/2

012-10.0

-8.0-6.0-4.0-2.00.02.04.06.08.0

10.0


5/20/2

012

5/21/2

012

5/22/2

012

5/23/2

012

5/24/2

012

5/25/2

012

5/26/2

012

5/27/2

012

5/28/2

012

5/29/2

012

5/30/2

012

5/31/2

012

6/1/2

012

6/2/2

012

6/3/2

012

6/4/2

012

6/5/2

012

6/6/2

012

6/7/2

012-15%

-10%

-5%

0%

5%

10%

15%

Impact on Search Queries by Devices

Desktop

Mobile

Search behavior is correlated with weather

Holiday ImpactConsumers are trained to search online deals on key shopping days

0.850000000000001

0.950000000000001

1.05

1.15

1.25

1.35

1.45

1.55

1.65

1.75

1.85

20102011

0.850000000000001

0.950000000000001

1.05

1.15

1.25

1.35

1.45

1.55

1.65

1.75

1.85

20102011

Shifting Holiday ImpactConsumers are trained to search online deals on key shopping days

Black Friday

Cyber Monday

0.850000000000001

0.950000000000001

1.05

1.15

1.25

1.35

1.45

1.55

1.65

1.75

1.85

20102011


Black Friday

Cyber Monday

Green Monday

0.850000000000001

0.950000000000001

1.05

1.15

1.25

1.35

1.45

1.55

1.65

1.75

1.85

201020112012


Black Friday

Cyber Monday

Green Monday

2012-06-24

2012-07-01

2012-07-08

2012-07-15

2012-07-22

2012-07-29

2012-08-05

2012-08-12

2012-08-19

2012-08-26

2012-09-02

2012-09-09-5%

-4%

-3%

-2%

-1%

0%

1%

2%

3%

Shopping

2...

OlympicsUK vertical trends during Olympics

Long-Term Drivers

SOCIAL NETWORKS

E-COMMERCE

APPS

GREAT RECESSION

GROUP BUYING

TABLE

T

CO

MPETIT

OR

S

CONSUMER CONFIDENCE

SMART PHONES

DEMOGRAPHICS

Economy: Auto Sales

Jan-0

8

Apr-08

Jul-0

8

Oct-08

Jan-0

9

Apr-09

Jul-0

9

Oct-09

Jan-1

0

Apr-10

Jul-1

0

Oct-10

Jan-1

1

Apr-11

Jul-1

1

Oct-11

Jan-1

2

Apr-12

Jul-1

2

Oct-12

Jan-1

350000

55000

60000

65000

70000

75000

80000

Auto Sales

Economy: Auto Sales

Jan-0

8

Apr-08

Jul-0

8

Oct-08

Jan-0

9

Apr-09

Jul-0

9

Oct-09

Jan-1

0

Apr-10

Jul-1

0

Oct-10

Jan-1

1

Apr-11

Jul-1

1

Oct-11

Jan-1

2

Apr-12

Jul-1

2

Oct-12

Jan-1

350000

55000

60000

65000

70000

75000

80000

0.9

0.95

1

1.05

1.1

0.78

0.8

0.82

0.84

0.86

0.88

Auto Sales

Vehicle Brand

Trucks & SUV

Economy: Auto Sales

Jan-0

8

Apr-08

Jul-0

8

Oct-08

Jan-0

9

Apr-09

Jul-0

9

Oct-09

Jan-1

0

Apr-10

Jul-1

0

Oct-10

Jan-1

1

Apr-11

Jul-1

1

Oct-11

Jan-1

2

Apr-12

Jul-1

2

Oct-12

Jan-1

350000

55000

60000

65000

70000

75000

80000

0.9

0.95

1

1.05

1.1

0.78

0.8

0.82

0.84

0.86

0.88

Auto Sales

Vehicle Brand

Trucks & SUV

Cash-for-Clunkers

E-Commerce TrendsGoods/services move online with varying paces

Jan-04

Jul-04Jan

-05Jul-0

5Jan

-06Jul-0

6Jan

-07Jul-0

7Jan

-08Jul-0

8Jan

-09Jul-0

9Jan

-10Jul-1

0Jan

-11Jul-1

1Jan

-12Jul-1

2Jan

-130.5

0.6

0.7

0.8

0.9

1

1.1

1.2

1.3

1.4

1.5

Normalized Google Trend Indices in US

Apparel

Consumer Electron-ics

Air Travel

E-Commerce TrendsGoods/services move online with varying paces

Jan-04

Jul-04Jan

-05Jul-0

5Jan

-06Jul-0

6Jan

-07Jul-0

7Jan

-08Jul-0

8Jan

-09Jul-0

9Jan

-10Jul-1

0Jan

-11Jul-1

1Jan

-12Jul-1

2Jan

-130.5

0.6

0.7

0.8

0.9

1

1.1

1.2

1.3

1.4

1.5

Normalized Google Trend Indices in US

Apparel

Consumer Electron-ics

Air Travel

Device Changes When

0 1 2 3 4 5 6 7 8 9 10111213141516171819202122230

1

2

3

4

5

6

Hourly Trends for New QueriesFeb 4 2013 Monday

desktop

Local hour

Device Changes When

0 1 2 3 4 5 6 7 8 9 10111213141516171819202122230

1

2

3

4

5

6


desktop

smartphone

Local hour

Device Changes When

0 1 2 3 4 5 6 7 8 9 10111213141516171819202122230

1

2

3

4

5

6


desktop

smartphone

tablet

Local hour

Device Changes What

Starbucks Atm Mcdonalds Gas station Store hours0%

20%40%60%80%

100%120%140%160%180%200%

Normalized Growth between 2009 and 2012

Device Changes What

Starbucks Atm Mcdonalds Gas station Store hours How old0%

20%40%60%80%

100%120%140%160%180%200%

Normalized Growth between 2009 and 2012

Demographic Shift Changes WhoNarrowing of the digital divide

2000030000

4000050000

6000070000

8000090000

100000

All Devices Queries per CapitaCity Level Median vs. Income

Household income (thousands)

Que

ries

/use

r


2000030000

4000050000

6000070000

8000090000

100000



Que

ries

/use

r

2000030000

4000050000

6000070000

8000090000

100000

YoY GrowthCity Level Median vs. Income


YoY

Gro

wth


2000030000

4000050000

6000070000

8000090000

100000



Que

ries

/use

r

2000030000

4000050000

6000070000

8000090000

100000

YoY GrowthCity Level Median vs. Income


YoY

Gro

wth

Big Data, Insights and Action• Google trends data offers great opportunity to study

consumer behavior and industry trend• But the real challenge is how we use them

• Product sales and marketing strategy• Financial planning• Advertisers: making campaign decisions based on

data

Thank you

Deriving Insights from Search Data

Data & Analytics

search queries

online deals

key shopping days black

olympics uk vertical

michaeljacksondied cash