Competitor research
Share of voice metrics that do not drown your strategy team
Pick a small set of competitive KPIs that map to decisions—otherwise dashboards become theater.
·1 min read·MagikBull team
Share-of-voice dashboards are easy to overbuild. The failure mode is a beautiful chart that nobody uses because it does not connect to budget, creative cadence, or offer changes.
Anchor competitive metrics to decisions
Ask: “If this number moves 10%, what would we do differently next week?”
If the answer is vague, the metric is not ready for a weekly review.
Prefer ranges and deltas over false precision
Auction dynamics are noisy. Rolling averages and week-over-week deltas usually beat point estimates for executive reads.
Keep a human narrative
Numbers should support a narrative: “Competitor A is pushing offer X in geo Y with creative pattern Z.” That narrative becomes your backlog of tests.