Share of Search is a useful metric but not perfect (no metric ever is really). Marketers must always try to validate that it works in their category. By doing so they can enhance their understanding of their category works, build and test hypotheses and support strategy formulation.  Join James Hankins, who alongside Les Binet have been champions of this new metric, will run through the techniques, the watchouts, the validations and the extended implications with illustrations of use in several categories.