Most of the historical performance from keywords such as work-from-home and telework comes from users who are job-searching, rather than searchers who are already employed and are looking for guidelines, policies or restrictions on working from home. This trend may be changing in real time, and the marketing team is preparing to pivot strategy if necessary.

Don’t react rashly to noisy data – make sure any changes in strategy are supported by clear data trends. Widen your analysis lens to think about other trends that may cause data fluctuations. Check analyses for statistical significance and ensure ad copy and website messaging are in full support of employee and customer wellness. Be aware of people’s reaction to this sensitive issue.