All Hail The New KPI Metric: SOS (Share of Screen)

9 Sep

som sov Credit

Back in the days of yore, we all ran after this big metric – its the one that decided supremacy in the market, was an indicator of your competitive strength, was the clue to your competitor’s revenue and profit – was all important in fact. This was Market Share. Battles were won and lost, careers made and shattered, increments and bonuses decided on the basis of the measly decimal points that audit reports showed one had garnered over previous quarters/ years. Oh btw, one ALWAYS debated audited MS figures – since your own calculations ALWAYS showed yours higher than your competitors’!

On the media front, which was more output related always (as opposed to outcome – some would argue it’s still that way), the ruling metric was Share of Voice (SOV) – this was how many GRPs you had gained as opposed to your competitors (in the PR world, the equivalent was impressions/ mentions). So, was a measure of reach/ frequency and negotiation skills.

On Screen Apps

On Screen Apps

Credit

But, in today’s mobile first / m-commerce world, these are arguably outdated figures to chase – what matters is what “Share of Screen” or SOS you have received – in other words,
– Was your app downloaded or not
– If yes, how often is it being used
– For what periods of time is it being used
– In comparison, if your competitor’s app being used more?
– Or, as in the case of retailers, is an aggregator/ pure e commerce app like amazon/ Flipkart being used instead of yours?

(Look at how Target’s Cartwheel app is helping the retailer recover a fair amount of ground it has lost of late)

Fitting actually, that Amazon called its live customer service on demand app button “Mayday” – after all, its guaranteeing Amazon higher SOS!

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