Rwazi measures share of voice based on what real consumers say and buy in every market. Brand, growth, and analytics teams read the same current picture and act while the campaign is still running.
Most teams already report a share-of-voice number every month. The number tends to lose its grip in three specific places. Each one shows up when someone asks what the figure means for the business.
A single regional average blends twelve markets into one line. A rival gaining share in one country disappears inside the total.
Mentions show that people met the brand. They stay quiet on whether those people bought anything, which is the question the CFO asks next.
A monthly or quarterly report lands after the campaign it measures ended. The number records what happened, and the decision it could have shaped has already passed.
Sena is a decision AI with access to real-world data. It answers questions based on what real consumers say and buy. Each answer arrives by market, reflects what the consumer network has collected to date, and traces back to its source.
Sena reports his own share against every other player in the category, one market at a time. The country that moved gets its own line.
Sena captures stated preference and recorded purchase from one consumer network. Attention and buying sit inside a single figure.
The consumer network captures on request, so the reading reflects the market as it stands. A movement surfaces for the team while the campaign is still live.
The formula stays the same across every channel. What changes is the unit counted and the boundary drawn around the category. Sena runs this method on consumer-reported preference and recorded purchase, holding the unit and the boundary fixed across the window.
+5.0 points. Louder than its size, which is the position teams generally aim for.
Name the players that count as the category, usually three to five direct competitors plus the private label where it holds real share. The boundary decides the denominator, so it decides the answer.
Pick one countable thing and hold it for the whole window. Switching units mid-period rewrites the denominator and voids the comparison.
One market at a time period. Sena holds the market and the window fixed on every report, which keeps the figures comparable.
The brand total against the category total, expressed as a percentage. Run it per market, then rank the markets by movement.
Each channel uses the same formula with a different unit in the numerator. Sena runs the method on consumer-reported preference and recorded purchase, against one category boundary, per market.
Own share of category mentions, tags, and posts across the platforms the buyers use.
Own share of category coverage across publications and broadcast.
Brand visibility against category keywords, measured as share of the ranking real estate.
Brand impression share against the category's total paid presence.
Excess share of voice is own share of voice minus own share of market. The raw percentage says how loud a brand is. The excess figure shows whether a brand is louder than its size, which most planning models treat as the forward-looking figure.
Calculating it needs a market share input as well as a voice figure, which is exactly where most measurement setups run out of data.
Sena supplies the voice figure and a recorded purchase share from the same consumer network, in one window, using one method. The recorded purchase share stands in for market share here, measured from what real consumers bought, whereas the alternative is a figure modeled from category spend.
Real people share what they buy and prefer, under explicit consent. Sena captures it directly at the source, so every figure traces back to its source whenever a number comes under question.
Sena answers share-of-voice questions using consumer data collected with explicit consent. It names the markets and segments where its own share moved. The reasoning and the source records come attached to the answer.
Sena answers a comparative question market by market and reconciles each market line before reporting it.
Sena places its own share of voice beside the recorded purchase for the same window. The answer carries a commercial read.
Every share point traces back to the source data, the market, and the date. A claim about the category carries its own evidence.
A share-of-voice figure is only as defensible as the data underneath it. Sena produces every reading on this page from real-world data captured when the question needs it, from the consumer signal at the source through to the market, the date, and the source behind every figure.
Records what consumers in each market bought and preferred, from purchase through to consumption. That activity signals own-share figures, drawn from the people making the category decision. Signals arrive from the consumer network under explicit consent. The denominator behind the owner's share rests on people who agreed to share what they buy and prefer.
Reads the brand and every rival from images and video captured in real stores, counting category presence in the places where the buying decision happens.
Brings the team's campaign, sales, and CRM data in through existing integrations, including Salesforce and HubSpot, so share of voice reads alongside the numbers the team already reports each week.
Turns scattered brand trackers, exports, and spreadsheets into one connected database, so a share figure draws on every tracker and export the team has filed.
Four teams read the same figure, and each one needs a different cut of it before they can act.
Owns whether perception is moving and needs the market-level read to act before a shift becomes a trend.
Owns where the budget goes and needs the excess share figure to argue for weight in a specific market.
Owns the message and needs to know which claim is winning the conversation in which segment.
Owns the answer when a stakeholder asks why, and needs every figure traceable to its source.
The same consumer reading, read against the decision each category actually makes.
Read the voice beside the recorded purchase, market by market, where the category decision happens in-store.
Track how products land with real consumers across regions, market by market.
See where conversation and adoption move together and where they come apart.
Check whether the claim-winning conversation is the claim driving the purchase.
The mechanism stays the same for every market and every channel. Each step is documented, which is what keeps the final percentage defensible.
Real contributors share what they buy and prefer under explicit consent, in the markets a brand sells in.
Sena normalizes the signal and attributes it to the products in the category defined.
Compare own share reports against every other player, market by market, based on what the network has collected.
Most measurement setups count what got published or posted. Sena counts what real consumers said and bought. The table below holds the differences that show up in the reporting.
| Capability area | Current approach | Sena |
|---|---|---|
| Where the number comes from | Media monitoring and social listening count published coverage and public posts. The figure reflects what got published in the category. | Sena counts what real consumers said and bought in the market. The figure reflects the people making the category decision. |
| Reporting cadence | Monthly and quarterly cycles are standard. The figure lands after the campaign window it measures has closed. | Sena reads from the network when a question needs it. A share movement reaches the team while the spend behind it is still running. |
| Market granularity | Regional roll-ups are the norm. Twelve markets report as one line, and the country that moved sits inside the average. | Sena reports each market separately. The moved market appears as its own line, with its segments named. |
| Voice beside purchase | Attention metrics and purchase data sit in separate systems. Connecting a share movement to buying takes a second project. | Sena captures stated preference and recorded purchase from one network. Voice and buying arrive inside a single answer. |
| The input for the excess figure | Excess share of voice needs a purchase figure, and syndicated reporting supplies it on a quarterly lag across selected markets only. | Sena supplies voice and recorded purchase share from the same consumer network, on the same window. |
| Auditing a figure | Methodology documents describe the approach in general terms. The individual records behind a published number stay inside the system that produced them. | Every share point traces back to the source data, the market, and the date. The team reviews the evidence behind the figure. |
Three situations where a market-level share of voice reading changes the decision on the table. Each one runs on the same consumer data.
Watch the share shift week by week as a rival raises spending, and see whether purchases follow the noise or hold.
Bring voice and purchase share from one source, so the case for more weight in a market rests on one number.
Read which message holds share in which segment, then move the message that is working into the markets where it is absent.
Share of voice answers one question about the position in the category. The four decisions below are the ones marketing teams ask directly before and after it.
Every marketing decision Sena supports, in one place
Awareness, consideration, and preference, per market
Own share of the conversation moves first. Brand tracking reports what it did to preference, market by market, so attention converting into intent stays visible.
Explore brand tracking software 02What a rival changes, as they change it
Share of voice shows that a competitor gained share. Competitor monitoring names the move behind it: the price, pack, placement, or message they changed that week.
Explore competitor monitoring 03The tone behind the volume
Share of voice counts how much of the category conversation involves a brand. Sentiment reads how that conversation feels, market by market, so a rising share carries its direction.
Explore market sentiment analysis 04The lift, read against the market
A campaign that raised its own share of voice may have run in a rising category. Campaign performance compares lift with competitor activity and category demand for the same window.
Explore campaign performanceThe walkthrough runs its own share of voice within its category boundary, in the named markets, and traces the figures back to their source while the team watches.
Tell us the category and the markets, and we will bring the reading.