Exclusive: Houston startup rebrands to provide AI chat tool focused on women’s health

meet ema

A Houston founder is introducing you to ema — a GPT-based chat platform and your new best friend in women's health. Photo via Canva

Amanda Ducach set out to create a platform where mothers could connect with each other socially, but when she launched SocialMama just ahead of a global pandemic, she soon learned there was a bigger market need for access to information surrounding women's health — from fertility to menopause.

After pivoting her femtech platform to include women's health experts, she realized her technology wasn't able to completely support growing user base. The platform, which was called SocialMama, saw users engaging with experts in similar ways — and as Ducach looked into growing the platforms users, she realized that 24/7 access to experts was going to be hard to scale.

"We noticed that most of these conversations were repetitive," Ducach tells InnovationMap. "You had women asking an expert about tracking ovulation a hundred times a day. Having an OBGYN answer that question a hundred times a day was crazy and just not scalable."

Ducach says that about 16 months ago, her team took a step back to recreate the platform incorporating GPT technology. GPT stands for generative pre-trained transformer, and is a family of artificial intelligence language models most recently made popular but ChatGPT developed by OpenAI.

Now, after building out the platform, Ducach's company has rebranded to ema. The AI-based chat tool — named from the three letters in the middle of "female" — is meant to feel like texting "your childhood best friend who became an OBGYN physician," Ducach says. Not only can the chat provide crucial medical information, but it has a memory and can pick up conversations where they left off to be a constant resource to users.

The new platform, deemed ema, operates as an AI-based chat for women to engage with. Screenshot courtesy of ema

"Ema can answer everything from, 'how do I improve my baby's latch,' to 'how to I get a diabetic-friendly brownie recipe,' to 'give me an affirmation that's spoken like Snoop Dog because I'm feeling sad today,'" Ducach says.

Ducach first described the evolution of the company to AI-based communication last summer on the Houston Innovators Podcast. Now, the platform is gearing up for its launch next month and plans to raise seed funding this year to double her current team of 10 people to support the company's growth. Ducach, who was accepted into the Techstars Austin program in 2021, also says she's looking for more beta users in the meantime, and those interested should reach out to her or her team.

Ultimately, Ducach says the mission of ema is to democratize access to women's health care so that women feel supported and just a few taps away from important information.

"Barriers to care for women who face socioeconomic disparities is where you see the need for change," Ducach says. "For us, it's reducing those barriers of care. Ema is always in your pocket. You have access to her 24/7. The way that ema is really structured and her purpose is to catch red flags so that we can then help the female user get to positive health outcomes."

Amanda Ducach founded the company in 2019. Photo via Twitter

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In the latest round up of Houston innovation news you may have missed, a Houston startup wins an international COVID-19 innovation competition, The Ion has a new founding partner, and more. Photo courtesy of The Ion

The Ion Houston names new partner, growing startup names new CTO, and more local innovation news

short stories

It's been a busy week with virtual SXSW, spring break, and more. For this reason, some of Houston's innovation news may have fallen through some of the cracks.

In this roundup of short stories within Houston innovation, a Houston startup grows its C-suite, a local accelerator application deadline looms, the latest news from The Ion, and more.

Baker Botts doubles down on The Ion

The Ion has a new founding partner. Courtesy of Rice University

Houston's rising innovation hub, The Ion, has named Houston-based Baker Botts as the latest founding partner, alongside previously announced partners Microsoft and Chevron Technology Ventures.

"Today's announcement not only solidifies Baker Botts' investment in The Ion and the programs we are activating, but is a commitment to growing Houston's innovation ecosystem," says Jan E. Odegard, interim executive director of The Ion, in a news release. "Baker Botts' work with The Ion has already helped countless entrepreneurs get their work off the ground, and we are excited for their support as we continue to accelerate innovation and connect communities to build sustainable and inclusive economic growth in Houston."

Baker Botts has agreed to the following partnership opportunities with the Ion:

  • Provide in-kind services to this year's Houston Startup Showcase Winner
  • Offer on-site presence to support The Ion's various community members and provide substantive programming to startups
  • Host legal programming and workshops for The Ion's Accelerator Hub members
  • Expand gateway events including The Ion's Family Tech Night and Plaza Tec series

"Given our market-leading strengths in Houston, this is an exciting opportunity for the firm," says John Martin, managing partner of Baker Botts, in the release. "Our participation with The Ion brings together lawyers across our corporate venture capital, energy tech, IP and other practices to work closely with a range of cutting-edge companies at the heart of the Texas startup ecosystem."

GoExpedi recruits new CTO from big tech

GoExpedi has a new CTO. Photo courtesy of GoExpedi

Houston-based GoExpedi — a B2B e-commerce, supply chain and analytics company — recently hired global engineering executive Yang Tang as CTO. Tang has more than 20 years of experience leading technology and product teams at both startups and corporations, including Anheuser-Busch InBev (AB InBev) and at Walmart eCommerce's operations.

"After an extensive search to find one of the most accomplished product leaders of our time, we are excited to introduce Tang as the new head of our technical operations and state-of-the-art supply chain model," says Tim Neal, GoExpedi's CEO, in a news release. "His history of excellence in the e-commerce space is beyond reproach. He brings unparalleled expertise having managed global projects with an emphasis on e-commerce development and digital engineering for some of the world's most reputable brands. With his leadership, vision, and technical expertise, we are primed to launch into the next stage of our company's development as we expand our offering of new digital and consumer-friendly solutions."

In his position, Tang will oversee the design and execution of GoExpedi's technology, product, and data roadmaps.

"I am pleased to help the manufacturing and energy industries reimagine industrial supply chain with the brightest minds in technology, MRO procurement and oil and gas," says Tang in the release. "I was fortunate to contribute to the e-commerce renaissance that exploded in the consumer space over the last few years and am eager to apply what I have learned to the industrial sector. I look forward to collaborating with the team at GoExpedi to drive continuous improvements in all aspects of the industrial supply chain."

Last fall, GoExpedi closed a $25 million series C round with plans to hire.

Houston startup named a winner at $6M COVID-testing competition

Houston-based Steradian Technologies, Inc. was named among the winners of XPRIZE Rapid Covid Testing competition, an international innovation challenge that called for solutions for high-quality, affordable COVID-19 testing.

"We are extremely excited to create high-tech diagnostic solutions that are rapid, inexpensive, and accurate to create healthcare accessibility and equity for everyone, irrespective of any financial, geopolitical, or socioeconomic barriers. COVID-19 detection is our near-term goal, and we're looking forward to the possibilities of ubiquitous testing for all," says Asma Mirza, CEO and co-founder of Steradian Technologies, in a news release.

Steradian Technologies is "developing a product that created human super-sight via the startup's proprietary optics," according to the release, and pivoted its technology to create the RUMI diagnostic system, which uses Steradian's technology to look at photonics to detect disease biomarkers within a user's breath within 30-seconds.

"The COVID-19 pandemic has shown us that we need to be more prepared as a nation and as a global community for future viral threats. The rapid development of vaccines has been achieved through incorporating new technologies, and diagnostic tech needs to do the same. Our goal has been just that. We wanted to create a diagnostic tool that could be fast, accurate, and easy to use and could be widely deployed," says John Marino, co-founder and chief of product development, in the release. "We know that COVID-19 won't be the last threat of this kind and are developing a solution that can easily adapt to any new pathogen. We are extremely grateful to have been recognized by XPRIZE for our effort."

Houston entrepreneur to pitch with Techstars

Amanda Ducach, founder and CEO of SocialMama

Amanda Ducach, founder of SocialMama, is expecting to pitch at Techstars Austin. Photo courtesy of SocialMama

Houston-based consumer tech company, SocialMama, which connects mothers virtually via an app, was accepted into the Techstars Austin program for 2021. Founder Amanda Ducach will be presenting at the recently announced Techstars Austin virtual Demo Day on March 24.

SocialMama's Techstar Austin cohort colleagues include: BallBox, Inc (Chicago, IL), Enlightapp (Fargo, ND), Fêtefully (Dallas, TX), hampr (Lafayette, LA), Kousso (Charlotte, NC), Livo (Coral Gables, FL), Mowies (Medellin, Colombia), Nutritional Freedom (Austin, TX), and Talk Howdy (Austin, TX).

Registration is free and open online.

MassChallenge Houston's applications open for two more weeks

Photo courtesy of MassChallenge

MassChallenge Texas has opened applications for it's next cohort in Houston. The equity-free, no-cost program is seeking startups across industries that have raised less than $1 million in funding and less than $2 million in revenue to apply. The program provides startups mentorship, corporate partnerships, curriculum, and more.

The deadline to apply is March 31 by midnight. If interested, entrepreneurs can apply for free with the code "MC21INNOMAP." Click here to learn more and apply.

From cancer-fighting companies raising millions to Houston area high school students learning how to start a company, here's some short stories on innovation you may have missed. Photo via inveox.com

TMCx company raises millions, Rice Business launches a podcast, and more Houston innovation news

Short stories

Even during the dog days of summer, Houston has innovation news from all industries. In case you missed something, here's a news roundup of some short innovation stories — from raised funds to launched apps, podcasts, and programs.

If you know of innovation-focused news happening, email me at natalie@innovationmap.com with the details and subscribe to our daily newsletter that sends fresh stories straight to your inboxes every morning.

TMCx company raises 17€ million 

Photo via inveox.com

Munich-based Inveox, a, AI-enabled cancer-diagnosis technology startup, just set up shop in the Texas Medical Center as a part of TMCx's ninth cohort. The company now has another thing to brag about: 17 million euros worth of investment.

"My founding partner Dominik Sievert and I are very grateful that our investors put such great trust in us and our vision," says managing partner Maria Sievert in a release. "Together we are working towards the goal of using our innovation capacities to develop technologies that can be put to serve people. We want to help lab technicians who give their best every day at labs and we want to ensure the safety of patients as well as the speed and reliability of the entire diagnostic process. That's why we will use this further investment for our forthcoming series production and expansion into new markets."

The funds will go toward production of the company's technology.

Rice's Jones Graduate School of Business launches The Index podcast

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Rice University's Jones Graduate School of Business, has launched, The Index, a podcast that explores thought-provoking topics and business-related ideas.

According to a news release, The podcast grew out of a 2019 South by Southwest partnership between Texas Monthly and Rice Business — the two entities teamed up for a podcast taping about digital wildcatting.

Saul Elbein hosts The Index. He is a contributor to the New York Times Magazine, the NPR radio show "This American Life," and other outlets. Find the latest episode here.

Life science startup organization closes $5.25 million round

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With the close of its $5.25 million round, Fannin Partners LLC — a Houston-based early-stage life science commercialization company — has brought in over $155 million for its portfolio companies.

The funds in part will go toward developing Fannin Innovation Studio. The studio anticipates adding 15 new portfolio companies over the next five years.

"With our portfolio companies Procyrion and Pulmotect advancing in their clinical development and with BreviTest poised for market launch in 2020, our investor group has recognized the tremendous progress we've made," says Fannin founder and chairman Leo Linbeck III in a release. "We are pleased to welcome the additional investment from existing and new investors in this round."

Houston app relaunches following raising $150,000 from local investor

Courtesy of Social Mama

An app that connects moms based on children's ages and common mom problems has relaunched with major upgrades after a year in beta. That's not the only thing Social Mama is celebrating. The startup secured $150,000 funding from local female powerhouse and blogger, Carrie Colbert.

Founder Amanda Ducach says she wanted to create an app that could smartly link moms going through similar struggles — from teething and potty training to single parenting or postpartum depression.

"The social impact of the product is so important," Ducach says in a previous InnovationMap story. "I can't explain to you the isolation and the problem that exists in motherhood. I was completely unaware of it before I started the company."

Austin tech startup lands major Houston-based client

office space

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Houston-based Lionstone Investments has made a deal with Austin-based Bractlet, a smart building software company. The deal translates to Bractlet implementing its technology in Lionstone's 31 office properties across the United States.

"Lionstone is recognized in the industry for its commitment to a data-driven approach to real estate investing," says Lionstone's head of portfolio management and co-head of operations, Tom Paterson, in a news release. "Implementing Bractlet's technology at the portfolio-level allows us to make informed decisions that benefit our investors, conserve energy, and improve tenant comfort and productivity. In this manner, Lionstone is able to provide best-in-class management throughout the entire investment lifecycle."

Houston area high school launches entrepreneurship program

Texas Teacher

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It's never too early to learn the ins and outs of entrepreneurship. Friendswood High School has announced that it will be launching INCubatoredu, a program to help students learn important lessons in the startup world, this fall.

"The Mustang Business INCubator is that authentic experience we were looking for in our business, marketing, and finance program of study," Susan Kirkpatrick, executive director of career technical education at FHS, says in a release. "Students will research a real-world problem that is of interest to them and work to find a product or service solution."

The program will be housed in a newly renovated creative space on the FHS campus. According to the release, the school will host a launch party for the program in the fall.

5 most popular innovation stories in Houston this week

Now trending

Editor's note: It's been an exciting week as most of Houston is back on a regular schedule and businesses are all up and running. Some key stories from this week were Houston's STEM ecosystem needs some TLC, a Canadian company invests in Houston, mom-connecting app prepares to go live, and more.

3 Houston innovators to know this week

This week's innovators to know are involved in tech — from app development to revolutionizing the energy industry. Courtesy photos

From restaurant review apps to a device that monitors oil rigs, this week's innovators to know are tech savvy to say the least. All three took a chance on Houston for their startups, and that chance is paying off. Read the full story here.

Houston company uses blockchain to follow the money

Houston-based Topl can track almost anything using its blockchain technology. Getty Images

When you pick out an engagement ring at the jewelry store, you don't usually know where that jewel came from. You don't know how much the miner was paid for finding it, or where it was polished up. However, a Houston company has the blockchain technology that can track every step of the way for that diamond — and for anything else really.

"Everything is already being reported — the location of where it was found, its distributor — but all that information is getting lost," says Kim Raath, CFO of Topl.

Topl, a Houston-based startup that was created by a few Rice University graduate and doctorate students, uses blockchain to connect the dots. It can track anything from jewels to cacao as it goes from the farm to being turned into chocolate bars. Read the full story here.

Canadian startup fresh off $7 million seed funding raise picks Houston for U.S. expansion

Validere, a Canada-based energy logistics company, is expanding in Houston. Courtesy of Validere

Houston's established reputation as the energy capital of the world combined with burgeoning tech scene has made the city attractive for a growing oil and gas company with roots in Canada.

Validere is an oil and gas company focused on using real-time data and both artificial and human intelligence insights to improve its clients' quality, trading, and logistics. The company's technology enhances the ability of oil and gas traders to make informed decisions, which currently are made based off unreliable product quality data. Annually, $2 trillion of product moves around the oil and gas industry, and Validere uses the Internet of Things to improve the current standard of decision making.

"It's like if you'd go to the grocery store to buy milk not knowing if it's 1 percent, 2 percent, or cream," co-founder Nouman Ahmad says about how companies are currently making oil and gas trading decisions. Read the full story here.

App aims to connect Houston mothers using AI technology

Houston-based Social Mama uses its platform to connect mothers based on location, interests, and the things their children have in common. Courtesy of Social Mama

Sometimes, to be a mom, is to feel utterly alone. Not every mom is the same, and it's tough for women to find the right support systems — people who are going through or have gone through the same struggles.

A new Houston-based app, Social Mama, is providing a solution. The technology uses artificial intelligence and data collection to learn about its users and match them to other users based on their location and specifications. It's like online dating, but for mothers, co-founder Amanda Ducach says.

"The social impact of the product is so important," Ducach says. "I can't explain to you the isolation and the problem that exists in motherhood. I was completely unaware of it before I started the company." Read the full story here.

​​Report finds Houston has room to grow as an attractive city for STEM professionals​​

Houston isn't very attractive of an ecosystem for STEM professionals, according to a new report. Getty Images

Houston has been heralded as a great place to find a job in many instances, so it may come as some surprise that when it comes to science, technology, engineering, and mathematics, the Bayou City isn't primed for professionals.

The city ranked No. 33 out of the 100 largest metros in the United States in a study conducted by WalletHub. The 17 metrics corresponded to professional opportunities, STEM friendliness, or quality of life. Within those categories, Houston ranked No. 47, No. 20, and No. 54, respectively.

Some of the areas where the Houston area stood out is wage, engineering educational opportunities, and projected demand for STEM jobs in 2020. Houston had the highest annual median wage for STEM workers, which was adjusted for cost of living. Read the full story here.

Houston-based Social Mama uses its platform to connect mothers based on location, interests, and the things their children have in common. Courtesy of Social Mama

App aims to connect Houston mothers using AI technology

Moms about town

Sometimes, to be a mom, is to feel utterly alone. Not every mom is the same, and it's tough for women to find the right support systems — people who are going through or have gone through the same struggles.

A new Houston-based app, Social Mama, is providing a solution. The technology uses artificial intelligence and data collection to learn about its users and match them to other users based on their location and specifications. It's like online dating, but for mothers, co-founder Amanda Ducach says.

"The social impact of the product is so important," Ducach says. "I can't explain to you the isolation and the problem that exists in motherhood. I was completely unaware of it before I started the company."

The idea came to Ducach when she moved across the country to Houston from Minneapolis. Her best friend was in sudden need of a new network — preferably moms who liked wine, spoke Spanish, and had peanut-free households so her son could play without the risk of his allergies. Wanting to help the friend they had abandoned, Ducach and her husband, who is a data architect, decided to try to find a way to get there friend a new friend she could relate to.

"We realized there was nothing that existed that allowed two mothers to connect based on where they lived and their interests, that also took information about their children in account," Ducach says. "We decided to create it."

The app, which is based out of Station Houston, has been in beta with a couple thousand users, but, based on users' experiences, Ducach says they are making a lot of changes before they launch to the public in spring of this year.

Beta lessons learned
Thinking that mothers are too busy for lengthy setups, Ducach made signing up for Social Mama simple.

"We completely put out the wrong product, which isn't a bad thing," Ducach says. "We assumed they would want us to figure out who to match them with, but it's the complete opposite."

The mothers are happy to spend 10 to 15 minutes during the sign in process after downloading the free app, Ducach says, because they want to give the app as much information as possible. They are looking for niche matches.

Another surprise for Ducach was that, similar to dating apps, starting a conversation with a stranger — ideally matched or otherwise — is tough.

"We thought that because it was two women, and there's no sexual chemistry, that it would be easy for them to reach out and start a conversation," Ducach says. "But they actually still find it incredibly awkward."

The app will have things like ice breakers or games to help get the ball rolling.

She also didn't think the mothers would want something like a newsfeed. However, users who might not be in a highly populated city primed for face-to-face friendship still might want access to asking fellow mothers advice in a post on a forum. So, Social Mama will have a customizable, AI-generated newsfeed — kind of like a forum. Posts will have tags, and users will only see things they have an interest in.

"As you continue to use the app, it will create a persona for you," Ducach says, "and it's not mothers that are like you, but mothers you tell us you're looking for."

The app will know when a mother transitions from newborn mother to toddler mother, so that her matches stay relevant as her child ages.

Making an impact
This year, Social Mama will go live in the spring, and Ducach has several growth plans surrounding launch. The app will be fundraising for pre-seed money in 2019, and expanding the team to include a data scientist, as well as other department hires. The company currently has eight employees — most of which are in the Houston HQ — but some reside in Boston and around the world.

The core components of the app are the matching and AI-generated newsfeed, but hosting event meet ups is another successful avenue for the app, as is the potential to recommend products to the mothers. Ducach says this could be a part of the the app's business plan, as is a subscription model for moms to opt into extra perks.

"We know so much information about these moms that they are telling us, that we have the ability to send them recommended products from other mothers," she says.

While Ducach says the initial launch will only be in Houston, the app is already in big demand worldwide. She says they had to shut down the beta version because they had so many international downloads and they were concerned about cybersecurity.

"Moms want this in Germany, China, and Cypress, Texas," Ducach says. "It's really a need everywhere, and we're really excited to expand and see which markets take off."

Ducach says she is excited for the app to go live and affect these moms' lives.

"We're really excited because it should really change the trajectory of these women's lives and create a support group they've never had before," Ducach says.

social mamaSocial Mama went through a beta phase, but when it launches in the spring, it will be totally different. Courtesy of Social Mama

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Rice University MBA programs rank among top 5 in prestigious annual report

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Rice University’s Jones Graduate School of Business MBA programs have been ranked among the top five in the country again in The Princeton Review’s 2025 Best Business Schools rankings.

The university's MBA program in finance earned a No. 3 ranking, climbing up two spots from its 2024 ranking. Finance MBA programs at the University of Virginia's Darden Graduate School of Business and New York University's Leonard N. Stern School of Business were the only ones to outrank Rice, claiming No. 2 and No. 1 spots, respectively.

Rice's online MBA program was ranked No. 5, compared to No. 4 last year. Indiana University's Bloomington Kelley School of Business' online program claimed the top spot.

“These rankings reflect the commitment of our faculty and staff, the drive and talent of our students and the strong support of our alumni and partners,” Peter Rodriguez, dean of Rice Business, said in a news release. “They are exceptional honors but also reminders — not just of our top-tier programs and world-class faculty and students but of our broader impact on the future of business education.”

Rice also ranked at No. 6 for “greatest resources for minority students."

The Princeton Review’s 2025 business school rankings are based on data from surveys of administrators at 244 business schools as well as surveys of 22,800 students enrolled in the schools’ MBA programs during the previous three academic years.

"The schools that made our lists for 2025 share four characteristics that inform our criteria for designating them as 'best': excellent academics, robust experiential learning components, outstanding career services, and positive feedback about them from enrolled students we surveyed," Rob Franek, The Princeton Review's editor-in-chief, said in a press release. "No b-school is best overall or best for all students, but to all students considering earning an MBA, we highly recommend these b-schools and salute them for their impressive programs."

Rice's finance program has ranked in the top 10 for eight consecutive years, and its online MBA has ranked in the top five for four years.

Rice and the University of Houston also claimed top marks on the Princeton Review's entrepreneurship rankings. Rice ranks as No. 1 on the Top 50 Entrepreneurship: Grad list, and the University of Houston ranked No. 1 on Top 50 Entrepreneurship: Ugrad. Read more here.

Houston named ‘star’ metro for artificial intelligence in new report

eyes on AI

A new report declares Houston one of the country’s 28 “star” hubs for artificial intelligence.

The Houston metro area appears at No. 16 in the Brookings Institution’s ranking of metros that are AI “stars.” The metro areas earned star status based on data from three AI buckets: talent, innovation and adoption. Only two places, the San Francisco Bay Area and Silicon Valley, made Brookings’ “superstar” list.

According to Brookings, the Houston area had 11,369 job postings in 2024 that sought candidates with AI skills, 210 AI startups (based on Crunchbase data from 2014 to 2024), and 113 venture capital deals for AI startups (based on PitchBook data from 2023 to 2024).

A number of developments are boosting Houston’s AI profile, such as:

Brookings also named Texas’s three other major metros as AI stars:

  • No. 11 Austin
  • No. 13 Dallas-Fort Worth
  • No. 40 San Antonio

Brookings said star metros like Houston “are bridging the gap” between the two superstar regions and the rest of the country. In 2025, the 28 star metros made up 46 percent of the country’s metro-area employment but 54 percent of AI job postings. Across the 28 metros, the number of AI job postings soared 139 percent between 2018 and 2025, according to Brookings.

Around the country, dozens of metros fell into three other categories on Brookings’ AI list: “emerging centers” (14 metros), “focused movers” (29 metros) and “nascent adopters” (79 metros).

Forecasting retail sales just got smarter, thanks to Google searches

houston voices

Imagine being able to predict the future of retail sales — not with months-old economic reports, but with real-time digital breadcrumbs left behind by consumers. Thanks to new research from K. Ramesh (Rice Business) and Gary Lind (University of Pittsburgh), that future is already here.

Key findings

  • Search trends predict future retail revenue — up to three quarters ahead.
  • Markets don’t fully price in search-based insights, especially before earnings announcements.
  • Trading strategies using search data outperform traditional asset-pricing models by 2–3%.
  • Analysts often underuse this data, resulting in predictable forecast errors.
  • At the macro level, search trends closely track — and often lead — official retail sales and GDP.

Their study shows that Google search trends are powerful predictors of consumer demand, capable of forecasting U.S. retail sales up to three quarters in advance. The implications span industries and audiences — from Wall Street traders to Main Street retailers, and from data-driven CFOs to curious business students.

A smarter, faster crystal ball for retail demand

Retail sales drive nearly 70% of U.S. gross domestic product (GDP), making them one of the most important indicators of economic health. Yet traditional forecasting relies heavily on backward-looking data and broad economic indicators. Ramesh and Lind’s work offers a leap forward: search data from Google Trends — publicly available and easy to use — can offer a faster, more precise signal of where sales are headed.

“If you want to understand consumer demand,” says Ramesh, the Herbert S. Autrey Professor of Accounting at Rice Business, “look at what people are searching for — not just what companies report after the fact. These digital footprints can tell us where revenue is going, often before the market catches up.”

This low-cost approach stands in stark contrast to expensive alternatives, such as satellite images of parking lots, in-store foot traffic from mobile data, or retail scanner feeds — tools often reserved for hedge funds and large institutional investors. Google Trends offers a scalable, accessible option for anyone seeking insight into consumer behavior.

Why this matters for investors and analysts

The researchers analyzed search patterns for nearly 200 publicly traded U.S. retail companies between 2004 and 2019. They found that firms with rising search volumes tend to report higher revenues — often well before analysts or investors react.

In fact, investment strategies built around these trends earned 2–3% higher returns than traditional models would predict. And most of these gains were concentrated around earnings announcements — a sign that markets were slow to recognize what search data had already revealed.

The advantage is even more striking for companies that fly under Wall Street’s radar. For firms with limited analyst coverage, the predictive power of search data on stock performance was more than 80% stronger.

A new tool for analysts — if they’ll use it

Despite the clear signal in the data, the study finds that analysts routinely fail to incorporate search-based insights into their forecasts. That gap translates into missed revenue predictions and market inefficiencies — which sophisticated investors can exploit.

“The search data are out there,” says Lind, a Rice Business Ph.D. ’19 graduate now on faculty at Pitt Business. “They’re public, powerful, and free. Analysts who ignore them are missing an opportunity.”

The impact of this research extends well beyond equity markets. By aggregating Google search data across the retail sector, the authors found strong alignment with U.S. Census retail sales figures and GDP trends. In other words, these digital signals reflect not just firm-level interest, but macroeconomic momentum.

A data wake-up call

This makes search trends a potentially valuable early-warning system for policymakers, central banks, and anyone responsible for interpreting the economic landscape. During volatile or uncertain periods, such tools could offer precious foresight into shifting consumer behavior.

In a digital era where consumers research before they shop — whether online or in-store — it’s no surprise that their Google queries leave valuable clues. What’s surprising is how often businesses, investors, and even economists still overlook them, Ramesh says. “Search data is a goldmine. And it's just sitting there, waiting to be used.”

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This article originally appeared on Rice Business Wisdom.

Lind and Ramesh, “Using Internet Search Data to Predict Aggregate Retail Sales and Enhance Firm-Level Revenue Expectations,” Contemporary Accounting Research (April 2025): 1-32. https://doi.org/10.1111/1911-3846.13043.

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