Figure 1 shows the results for searches on “Budweiser”.
The numbers reveal the relative geographical popularity of Google searches for Budweiser. The numbers are scaled from 0 to 100, so in the above example we see that in Paraguay, searching for “Budweiser” is about twice as popular as it is in Ireland.
Surprised? I expected the United States to have the strongest interest in Bud, and as I played with this application I found other surprising results. I started to wonder what the interests were in various countries, and which countries shared similar brand interests. The application doesn’t easily tell me the answers, but it does let me download the data… enter Tableau.
With a bit of data wrangling, I mashed up the Google Insights for Search data for each of the one hundred brands in the Business Week Best Global Brands 20082.
In Figure 2, I show the same Budweiser results using a Tableau heat map, for any countries that scored ten or more.
With a bit more data wrangling, I classified each country according to the United Nations geo-scheme so that I could compare interest in brands within and across geographical regions.