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Digital Market Intelligence

When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. And they expect a consistent experience regardless of the channel or device they are using. 

GfK captures and analyzes connected consumers’ actual online behavior on smartphones, tablets and computers. We combine this with data from offline channels to assess which factors are most influential in triggering purchase decisions at every digital point of contact consumers have with your brands, products and services.

By evaluating the impact of online and offline advertising, brand interaction and engagement, the role of social media and people’s digital experience, we give you the power to influence the all-important path to purchase of your customers.

We help you design effective multi-device and channel communication strategies and optimize the online and mobile experiences that you deliver; so that you increase your competitive edge across all channels and devices.

Success Stories
  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip

    01.12.2015

    GfK research helps a global travel group understand the purchasing behavior of holidaymakers and sharpen the effectiveness of its marketing and sales forecasting.

    Our client is a leading global travel and leisure group that generates revenues of more than $10 billion (€8.6 billion) from over 20 million customers each year.

    Situation

    The Internet has fundamentally transformed holidaymakers’ decision-making and purchasing patterns.
    Awareness and consideration have lost predictive power, and even consumers don’t know how they will proceed to their booking.
    In order to plan strategically and market effectively, our client needed a thorough understanding of the research and buying process.

    Approach

    We showed that consumers are unreliable predictors of their own behavior, and that tracking of actual behavior was needed.
    We set up a Media Efficiency Panel to gather demographics, intentions and purchase actions, while our browser plug-in continuously tracked all online behavior for 15,000 households. This was complemented by an offline-behavior questionnaire.

    Outcome

    • The research provided highly granular insight into consumers’ holiday purchase patterns. It analyzed how they research their trips, including the websites and search keywords used and the vital role of aggregators.
    • This allowed our client to influence the process effectively by enhancing its promotional tools and marketing at every step. It also made it easier to forecast future sales.

    Click here to download the success story.

  • Research improves digital campaigns

    Research improves digital campaigns

    01.12.2015

    Our research empowered Nokia to maximize the benefits of its digital channels.

    Now owned by Microsoft, Nokia is one of the top five handset vendors in Russia and dominates the Russian market for Windows-based smartphones.

    Situation

    With the launch of its flagship Lumia range, Nokia in Russia was eager to position itself as a leader in digital marketing. The company wanted to measure the impact of exposure to online product information on consumers’ purchasing decisions, including their choice of smartphone brand. 

    Approach

    We used our metering technology to track and capture every step of the purchase journey – from the moment consumers encountered Nokia’s product information online to when they made the purchase. We explored digital and offline touchpoint interactions through on-site surveys, which included weekly diaries.

    We also captured insights about Nokia’s digital advertising campaign by measuring consumers’ natural exposure to the campaign, as well as the impact of ad exposure on brand consideration and purchase.

    Outcome

    We found that consumers gave strong consideration to Nokia during the planning and research stages of a smartphone purchase. But at the purchase stage, many consumers bought a competitive smartphone instead.

    This suggested that the campaigns were not effectively communicating Lumia’s benefits. Nokia responded by refocusing its digital advertising channels and updating online product information to more clearly convey Lumia’s innovative features.

    Click here to download the success story.

  • How Facebook advertising works with traditional media

    How Facebook advertising works with traditional media

    30.10.2015

    GfK helps Facebook to understand and demonstrate the impact of a multimedia advertising campaign.

    Founded in 2004, and with over 860 million people using the social networking site every day, Facebook has grown into a major above-the-line advertising medium.

    Situation

    Facebook’s client, Mercedes-Benz, was launching its new GLA model in the UK, Germany, Italy, Spain and France. To ensure the success of the campaign, Facebook and its client needed to determine:

    • which media, used together with Facebook, provide the best combined results
    • which KPIs would be most affected by Facebook advertising
    • what role frequency plays in multimedia campaigns that include the social channel

    Approach

    • We used our cookie and tag sampling solution – GfK Exposure Effects – to track which consumers were exposed to which advertisements, and how frequently
    • Opportunity To See analytics allowed us to establish who was exposed to offline media, irrespective of whether they recalled seeing the advertisements
    • The data put us in a strong position to investigate the effect of Facebook as an above-the-line (ATL) advertising medium

    Outcome

    • Facebook could, for the first time, talk to Mercedes-Benz about the synergistic effects of using the channel in conjunction with offline media
    • Mercedes-Benz benefited from insights to guide future campaign planning
    • Facebook could help Mercedes-Benz optimize its media strategy and scheduling for each market, positioning Facebook as an expert in multimedia ATL advertising.

    Click here to download the success story.

  • Inspiring new ideas for marketing food to Swedish families

    Inspiring new ideas for marketing food to Swedish families

    16.09.2015

    Online communities offer a powerful and scalable way to get deep insight into consumer behavior. A pioneering online community study uncovers how Swedish families shop for, prepare and share evening meals.

    Our clients comprise a leading grocery retailer in Sweden and one of the country’s largest producers of dairy products.

    Situation

    A leading Swedish grocery retailer and a large dairy products producer wanted to understand Swedish families’ mealtime planning, buying and cooking behavior.

    Approach

    We launched Family Dinners as a syndicated project on our online community platform called GfK Opinion Planet.
    During the four-week study, 90 participating families made 4,200 posts on 20 topics, providing a wealth of facts, opinions, images and films. The participants could communicate and respond to questions in their natural home and working environments. The sense of community allowed us to communicate with our participants over a long period of time in a cost-effective and engaging manner.

    Outcome

    Using an online community allowed us to communicate cost-effectively with participants over an extended period. We gained deep insight into their needs, desires and activities regarding all aspects of the family dinner. The study also yielded new ideas for consumer marketing projects and confirmation that existing projects are on the right track.
    The project showed that GfK Opinion Planet’s syndicated approach provides the benefits of online market research communities to companies that are not able or ready to invest in building their own platforms.

    Click here to download the success story.

Latest insights

Here you can find the latest insights for Digital Marketing Intelligence. View all insights

    • 12/11/17
    • Fashion and Lifestyle
    • Financial Services
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • FMCG
    • Home and Living
    • Brand and Customer Experience
    • Digital Market Intelligence
    • Market Opportunities and Innovation
    • United Kingdom
    • English

    What are the future tools of market research and how they can help you?

    Traditional market research is dying. The future of research involves constant testing and developing research approaches using tools such as voice and text analysis, artificial intelligence (AI) and behavioural economics, to name a few. Read all about the future of market research in our Future of Research series!
    • 11/17/16
    • Financial Services
    • Technology
    • Digital Market Intelligence
    • United Kingdom
    • English

    Financial advertisers gain instant access to GfK’s FRS consumer segments

    GfK is releasing a portfolio of financial segments from its industry-leading Financial Research Survey (FRS). The segments are being made directly available to advertisers through Eyeota on its platform partners. This is the first time the global market research organization has shared its long-running market measurement study in this way, making it available for programmatic data activation and digital advertising.
    • 09/20/16
    • Fashion and Lifestyle
    • Retail
    • Technology
    • Digital Market Intelligence
    • Market Opportunities and Innovation
    • United Kingdom
    • English

    The future of the UK fashion industry

    The fashion industry has been struggling across Europe for a while, and the concern is that the UK, which has up to now maintained a flat performance, may start to decline. We share our latest thinking on what a UK fashion brands need to do to be successful in today’s ever changing environment and to inspire and engage tomorrow's fashion consumer.
    • 07/21/16
    • Media and Entertainment
    • Retail
    • Technology
    • Media Measurement
    • Digital Market Intelligence
    • United Kingdom
    • English

    Pokemon Go: consumers are playing with their privacy

    Pokémon Go is the new augmented reality game released by Niantic over the last two weeks that has taken the world and social media by storm. Players take the role of Pokémon trainers, and use their smartphones to capture monsters that are overlaid onto the real world using the smartphone’s camera. They are tasked with collecting all 151 Pokémon, and game play also includes using real world locations as PokéStops – where special items can be found, and Pokémon Gyms - where players can battle Pokémon left by other trainers.
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