Posted August 6, 2008 10:48 am by with 23 comments

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Google has announced the latest iteration in its quest to provide more analytics–Google Insights. Building on the recent updates to Google Trends, Insights offers better filtering, related keywords, keywords with “rising” popularity, and a global heat map.

It’s a smorgasbord of data.

Google claims Google Insights is…

“…a new product designed with the advertiser in mind. It provides more flexibility and functionality for advertisers and marketers to understand search behavior…”

I think it will appeal greatly to those of us that don’t have access to more comprehensive market research–which is probably 99% of us–but I’d caution building your entire marketing campaign around the data provided by Google Insights.

For example, take a look at this data for the keyword “iPhone.”

You tell me. Does you gut instinct make you question that there’s more interest for the iPhone in Trinidad and Tobago than in the United States?

What about this search for “reputation management.”

Apart from Glen Allsopp, I don’t hear much talk about reputation management coming out of South Africa.

What do you think of Google Insights? Go play around with it some and let me know what you think. A valuable market research tool or just eye-candy for when you don’t have anything better to do?

UPDATE: As Danny Sullivan points out, the data is normalized. What does this mean? As Google explains:

Just because two regions show the same percentage for a particular term doesn’t mean that their absolute search volumes are the same. Data from these two regions – with significant differences in search volumes – can be compared equally because the data has been normalized by the total traffic from each respective region. So, we can assume that users in both Fiji and Canada are equally likely to search for the term hotel.

But, but! Regardless of search volume, Google Insights is suggesting that there is more interest for the term “iphone” in Trinidad and Tobago, than the United States–I’m still having a hard time buying that.