Insights can be used to determine seasonality. For example, a ski resort may want to find out when people search for ski-related terms most often.
In this example, the same time frame (June through May) is being compared across several years.
The results are fairly consistent throughout the years: interest picks up in August and peaks in December and January. With this information, the ski resort can anticipate demand and make informed decisions about the appropriate allocation of everything from its advertising budget to staffing to resort resources.
| Creating brand associations |
Insights can be a helpful tool in creating brand associations. Take, for example, an advertising agency that needs to build a compelling advertising campaign for its client, a computer hardware company. The agency needs to know what competing brands are doing: how should they position their client's product against them?
