Icelandic "Back to School" Web Analytics

I follow web analytics quite fanatically, I'm a big fan of services like the HitWise blog (Both the UK and USA edition). I noticed some interesting numbers in the last HitWise USA blog regarding top searches in the last 4 weeks. As always the power of Google is shocking and I'm also pleased to see how high Southwest Airlines rank in Travel search terms. The "Back to School" search term results got my attention.
In Iceland we have always the problem of being so few that many search terms have "Not enough data". Still it is an interesting read. We've been working a lot lately with "Back to School" campaigns. So I looked up search terms similar to "Back to School" but it gave little feedback, most are looking at the names of the schools or the genre of schools, like Kindergarten or University. So I looked more at the retail side, closer to the search terms we're monitoring daily. Looking at brand search terms in the back to school category, Eymundsson the biggest book and school supplies retailer is by far the biggest in terms of search. Still I know from experience that in the back to school category the brand Grifill is also huge. In search the Griffill brand is still much smaller and also the other low cost brand Office 1. So I'm drawn to the obvious conclusion that brand value and top of mind rank higher with search terms and that low cost brands still have not established a strong brand nor a web presence that draws people to their sites.

I also looked at the laptop market, we've been working with the Dell retailer EJS. Dell is the biggest search term within the laptop search terms in Iceland, HP comes second but surprisingly Apple is far behind.  I know from reseach that Apple has a strong top of mind presence by young people but I guess with the whole consumer spectrum the PCs are still much stronger. I'm happy to see that Dell scores so high and a bit surprised that HP still scores so high. It's also striking how Lenovo has still not managed to establish a standalone brand. The low cost brands Asus and Acer score lower in search terms than expected but it would be interesting to compare these numbers with actual sales figures.

Of course these numbers are not in any way scientifically collected nor are these search terms in any way generic but they still give a glitch into brand value on the web.

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