BrIM Brand Incrementality
Measurement

Where your brand stands.
What your campaign changed.

BrIM turns Google Trends and YouGov BrandIndex into a daily share-of-search scoreboard and a defensible read on campaign lift.

Data from Google Trends and YouGov BrandIndex

Google Trends YouGov BrandIndex
One day of Google Trends index values converted into shares that sum to 100 percent Trends index, converted to daily share Your brand 66% 25% 9% The tracked set always adds up to 100%.

Share of Search

Your daily slice of category search demand, measured against the competitors you choose.

Actual share of search against the modelled counterfactual, with the campaign window shaded baseline campaign window actual counterfactual lift

Incrementality

A Bayesian counterfactual that separates real campaign lift from whatever the category was doing anyway.

Ad Awareness survey scores per brand, put through the same share arithmetic Ad Awareness, by brand 42% 26% 15% Same share arithmetic, survey metrics.

YouGov BrandIndex

The same share arithmetic on survey metrics such as Ad Awareness, for accounts that licence it.