Abstract
Web search data are a valuable source of marketing information. Previous studies have utilized Google Trends web search data for economic forecasting. We expand this work by providing an algorithm to combine and aggregate search volume data, so that the resulting data are both consistent over time and consistent between data series. We give a brand equity example, where Google Trends is used to create several brand equity indices of 100 top ranked brands. Monthly Google Trends data are collected from 2008–2017 for each of the 100 brands. We utilize our algorithm to combine the data and ensure that they are consistent, both between the different brand series and over time. The indices are compared with the widely used Interbrand index and the results show good face validity.
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