Estimate the Market Share from the Search Engine Hit Counts

Robert Viseur


The knowledge of the competitive environment (and, in particular, market share) is an important factor in the management of innovation. This type of information is not always accessible to small and medium enterprises. In addition, some sectors are changing rapidly under the pressure of technological change. We propose in this research a method for estimating the market share based on media share, based on the hit counts returned by search engines for each brand. We show the potential of this approach with a real example (the automotive industry) and discuss the limitations associated with the operating mode of search engines.


  1. Albert, N., Merunka, D., Valette-Florence, P., 2012, Brand passion: Antecedents and consequences, Journal of Business Research, available online 5 January 2012.
  2. Andrieu, O., Duffez O., 2004. Google : Trucs de pros, Editions Micro Application.
  3. Andrieu, O., 2005. Quand les moteurs de recherche occupent l'espace média..., (retrieved April 10, 2013).
  4. Brin, S., Page, L., 1998. The anatomy of a large-scale hypertextual Web search engine, Seventh International World-Wide Web Conference (WWW 1998), April 14- 18, 1998, Brisbane, Australia.
  5. Cafferky, M. E., 1995. Let Your Customers Do the Talking, Upstart Pub Co.
  6. Eagle, L., Kitchen, P. J., Rose, L., 2005. Defending brand advertising's share of voice: A mature market (s) perspective, The Journal of Brand Management, 13(1), pp. 65-79.
  7. Emerson, T., Ghosh, R., Smith, E., 2012. CASE STUDY: Using the Social Share of Voice to Predict Events That Are about to Happen, Practical Text Mining and Statistical Analysis for Non-Structured Text Data Applications, pp. 127-131.
  8. Kotler, P., 1999. Le marketing selon Kotler, Editions Village Mondial, Paris.
  9. Kotler, P., Dubois, B., 2000. Marketing management, Publi-union Editions, Paris.
  10. Lambin, J.-J., 1998. Le marketing stratégique, Ediscience International, Paris.
  11. Mayr, P., Tosques, F., 2005. Google Web APIs: an instrument for webometrics analyses, Proceedings of the ISSI conference.
  12. McCown, F., Nelson, M. L., 2007. Agreeing to Disagree: Search Engines and their Public Interfaces, ACM IEEE Joint Conference on Digital Libraries (JCDL 2007), June 17-23, 2007. Vancouver, BC, Canada. p. 309- 318.
  13. Millier, P., 1997, Stratégie marketing de l'innovation technologique, Dunod.
  14. Porter, M., 1992. L'avantage concurrentiel, InterEditions.
  15. Roustan M., Lehuede, F., Hebel, P., 2005. Qu'est-ce qu'Internet a changé aux modes d'achat des Français ?, CREDOC (, Cahier de Recherche, n°213, novembre 2005.
  16. Segal, D., 2010. A Bully Finds a Pulpit on the Web, The New York Times, 26 novembre 2010. URL: r.html (retrieved April 10, 2013).
  17. Štrach, P., Everett, A. M., 2005. Globalizing Luxury Automobiles through Mergers: Three Brands at the Crossroads», Working Paper, No. 5/2005.
  18. Thelwall, M., Vaughan, L., Björneborn, L., 2005. Webometrics, Annual Review of Information Science and Technology, 39, 81-135.
  19. Turney, P., 2002. Thumbs up or thumbs down ? Semantic orientation applied to unsupervised classification of reviews, Proceedings of the 40th Annual Meeting of the Association for Computational Linguistics, p. 417- 424, Philadelphia.
  20. Uncles, M. D., East, R., Lomax, W., 2010, Market share is correlated with word-of-mouth volume, Australasian Marketing Journal (AMJ), Volume 18, Issue 3, August 2010, pp. 145-150.
  21. Véronis, J., 2006. Etude comparative de six moteurs de recherche, Université de Provence, 23 février 2006.
  22. Viseur, R., 2012a. Les moteurs de recherche commerciaux sont-ils des outils de webométrie fiables ?, Actes du 30ème congrès InforSID, Montpellier (France), 29-31 mai 2012.
  23. Viseur, R., 2012b. Create a specialized search engine: The case of an RSS search engine, Proceedings of Data 2012 Conference, Rome (Italy), July 25-27, 2012.
  24. Xu, K., Xu, J., Liu, L., Ren, J. S. J., Wang, W., Liao, S. S., Song, Y., 2010. Predict Market Share with Users' Online Activities Data: An Initial Study on Market Share and Search Index of Mobile Phone. PACIS 2010 Proceedings.

Paper Citation

in Harvard Style

Viseur R. (2013). Estimate the Market Share from the Search Engine Hit Counts . In Proceedings of the 2nd International Conference on Data Technologies and Applications - Volume 1: DATA, ISBN 978-989-8565-67-9, pages 112-117. DOI: 10.5220/0004595101120117

in Bibtex Style

author={Robert Viseur},
title={Estimate the Market Share from the Search Engine Hit Counts},
booktitle={Proceedings of the 2nd International Conference on Data Technologies and Applications - Volume 1: DATA,},

in EndNote Style

JO - Proceedings of the 2nd International Conference on Data Technologies and Applications - Volume 1: DATA,
TI - Estimate the Market Share from the Search Engine Hit Counts
SN - 978-989-8565-67-9
AU - Viseur R.
PY - 2013
SP - 112
EP - 117
DO - 10.5220/0004595101120117