Before revision:  We expand this work by providing algorithms to combine and aggregate Trends data and show how time series clustering can be used to analyze competition .
After revision:  We expand this work by providing algorithms to combine and aggregate search volume data, so that the resulting data is both consistent over time and consistent between data series. We give a brand equity example, where Google Trends is used to analyze shopping data for 100 top ranked brands and these data are used to nowcast economic variables. We describe the importance of out of sample prediction and show how principal component analysis (PCA) can be used to analyze competition .