• Pat Grady

    “The Brand, Non-Brand Distinction” can be so fuzzy as well, for some stores.
    And PLAs can be early funnel or late funnel, like affiliate activity.

    Averages can mask and deceive.
    Fine tooth attribution comb needed.
    And there isn’t one comb that works for all merchants.
    Imo, you did an outstanding job of gathering and analyzing, given how difficult the aggregating issues are, by their nature.

    I thoroughly enjoyed reading your data and insights, but the utility of aggregated aspects of both, largely escapes me. I will say that to understand the micro, fully grasping the macro seems to be a required necessity to me, but beyond that, it breaks down significantly for me. Perhaps it build good framework launching points as well.

  • Kye

    Great analysis. To get additional clarity, can you help me differentiate brand and non-brand terms for retailers like Nike and Foot Locker? For Nike, they only sell Nike products (and maybe some sub-brands), while Foot Locker sells Nike, Reebok, and other “brands”. For Foot Locker, Nike is considered a non-brand term in the traditional sense. How would a PLA analysis account for this distinction?

  • http://www.rimmkaufman.com/ Mark Ballard

    Kye,
    In this analysis, brand for Nike would include searches with “Nike” or any of their sub-brands/trademarks. For Foot Locker, “Nike”, “Reebok”, etc. by themselves would be considered non-brand, but “Nike Shoes at Foot Locker” would be brand.

    As I noted briefly in the piece, a manufacturer like Nike is going to see a more significant portion of their PLA and text ad traffic generated by brand queries than a typical reseller would. More importantly, manufacturers face a great deal more competition for their brand terms, so their brand metrics end up being more comparable to the non-brand metrics of a reseller.