Shane is UK/I Media & performance Lead at Rothco Accenture Interactive. He heads a department of consultants and experts who enable clients to maximise their media investment and regain control of their media function, touching on areas like performance marketing, e-commerce, connections strategy, data usage and the media value chain.
An effectiveness oriented marketer, Shane's background is a mix of media and creative agency experience in Mindshare and JWT Folk, working on brands like Failte Ireland, Vodafone, Woodie's DIY and Lucozade Ribena Suntory
Shane also writes regulary for industry publications like Marketing Week and WARC and has twice spoken at DMX previously.
He can be found on twitter at @shaneoleary1
The most interesting marketing metric you've never heard of
With modern marketers drowning in data and metrics, finding signal in the noise can often be difficult without spending heavily on bespoke research.
But in 2020 we saw the growth in popularity of a simple, generally applicable and useful measure that allows us to generate category wide insight.
At a simple level 'share of search' provides us with an elegant way to measure market share, but can also be used to generate unique insight about customers and competitors.
So why has a measure that has been staring us in the face for years and doesn't require a big budget to develop become such a hot topic?
Chaired Rothco Accenture Interactive Media & Performance Lead Shane O'Leary, this panel will examine the context behind this new metric and deeply examine the benefits, limitations and use cases for 'share of search'.
- James Hankins (Vizer Consulting), the ex agency strategists who's research and writing helped uncover and popularise the measure
- Grace Kite (MD at Gracious Economics) a marketing effectiveness expert who will help attendees understand how this metric fits into a balanced measurement strategy
- Prof. Mark Ritson (Marketing Week Mini MBA) who will tell us why SOS might lead to the development of 'one the most exciting and useful marketing metrics of the near future