Valuable information in early sales proxies: The use of Google search ranks in portfolio optimization

Abstract

We extract information on relative shopping interest from Google search volume and provide a genuine and economically meaningful approach to directly incorporate these data into a portfolio optimization technique. By generating a firm ranking based on a Google search volume metric, we can predict future sales and thus generate excess returns in a portfolio exercise. The higher the (shopping) search volume for a firm, the higher we rank the company in the optimization process. For a sample of firms in the fashion industry, our results demonstrate that shopping interest exhibits predictive content that can be exploited in a real-time portfolio strategy yielding robust alphas around 5.5%.