Why does the same Google search bring up different results for different people? By tracking people’s queries over time, Google can deliver personalized results. This takes into account your preferences, location, etc. The insights that can be inferred from search queries extend well beyond Google, though. Queries are a window into people’s intent and, when aggregated, can provide better direction that any mere focus group. Self-reported intent, indeed. Marketers must use query data beyond their SEM campaigns . Tap the “database of intentions” to learn about your audience and better service them. Chapter 14: You Can Learn a Lot From a Query QUOTABLE: “ There is an abundance of data available in the digital world and if it’s harnessed effectively and correctly it can provide terrific insights.” – Gian Fulgoni, Executive Chairman & Co-Founder, comScore GET GOOGLEY: If your marketing plan is looking dreary, put your faith into the power of the query.