How to measure your brand's visibility inside AI answers
30 July 2026
Archive. This piece announced a Growth Colony debate held on 18 February 2021. The registration link has been removed as the event has passed. The argument itself is still live, and worth reading.
Share of Search (SOS) is the most hyped marketing buzzword phrase of the past six months. Its advocates see it as marketing's most important metric, a more relevant and practical assessment tool today than the traditional KPIs Share of Voice (SOV) and Share of Market (SOM).
Holistic Analytics founder Tasman Murray agrees. Tasman describes SOS as a light-touch, high impact market share predictor. However, Forethought Executive Chairman Ken Roberts cautions that the act of searching is not causal, and that SOS should not replace sound survey-based brand measurement.
The debate was facilitated by Mitchell Mackey, Fauto Group's Marketing General Manager.
The speakers
Ken Roberts
Ken Roberts, Group Chief Executive Officer and Founder, opened the Forethought doors and solved his first client challenge in July 1994. He has since led Forethought to be ranked the most commercially effective and innovative marketing science consultancy in Australia.
Ken is a serial innovator and inventor. He has pioneered the application of advanced analytics and implicit measurement in applied marketing.
Tasman Murray
Tasman has worked in analytics for over 15 years in Australia and internationally. He has helped companies across all verticals, from the UN through to small bars, create solutions to improve profitability.
Tasman has always been driven by two things, solving problems and helping people, it is this drive that led him to create Holistic Analytics. Unfortunately for Tasman, it is also this same drive which has led him into arguments with people in all kinds of places when he thinks he can help them see the light, which is what brings us to events like today.
Mitchell Mackey (moderator)
Mitchell is an international business and marketing leader who has worked with global brands across the automotive, financial services, healthcare and industrial industries in Australia, Europe, APAC and North America.
He started out as a journalist and made the transition to public relations and migrated to marketing. Now, as the General Marketing Manager at Fauto Group, he's helping build a next-generation, automotive financial services enterprise, bringing speed, flexibility and profitability to car and truck, new and used dealerships and their customers.
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