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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.

GfK, Hellas
Greece
Success Stories
  • Social media: Separating customer sentiment from the noise

    Social media: Separating customer sentiment from the noise

    14.09.2015

    The GfK Social Media Intelligence solution helped our client to understand customer sentiment about a new car model, allowing it to sharpen its marketing approach.

    Our client is a major car manufacturer with a strong presence in India.

    Situation

    The Internet – including social media – plays a major role in influencing car purchase decisions among India’s 120 million-plus Internet users. This Indian automotive manufacturer wanted to monitor and measure social media sentiment about a new car model so that it could improve its marketing effectiveness.

    Approach

    We used our Social Media Intelligence (SMI) solution over five months to monitor and analyze social media conversations about the new car. Our approach combined automated tools with human insight to ensure accurate interpretation of social media content.
    “Human coding” – using skilled people to clean and categorize social data – enabled us to derive real insight from the data and posts we collected.

    Outcome

    The data we gathered and the analysis we conducted allowed us to map trends and sentiment about the new car into a clear understanding of the model’s online reputation. We cut through the noise of the social web to provide our client with actionable insights. From these insights we provided various recommendations, which included a focus on using the right channels to communicate to different audiences (users and influencers, for example) with appropriate messaging.

    Click here to download the success story.

  • Maximizing digital advertising impact

    Maximizing digital advertising impact

    01.09.2015

    Our research empowered Hawaiian Tropic to better target existing and new audiences in Italy, and to engage with them more effectively.

    Hawaiian Tropic offers sun protection products such as oils, lotions, after-suns and lip care to sun lovers around the world.

    Situation

    Sun-care brand Hawaiian Tropic sought to analyze the effectiveness of a digital advertising campaign for the Italian market. In particular, it wanted to know whether the campaign was achieving a viral effect across social media, and was driving purchase intentions and recommendations. 

    Approach

    First, we used our GfK Realtime Effects solution to measure the effectiveness of the digital advertising campaign; in particular, its impact on Hawaiian Tropic’s key performance indicators. We also conducted deep-dive analysis of relevant content across social media, using human coding (social data cleaned and categorized by skilled people) to understand the topics and sentiments of posts.

    Outcome

    Our findings showed that the campaign had a positive impact on future purchase intentions and recommendations. We identified the specific campaign elements that were driving social media posts and sharing, as well as the areas where the company could strengthen the communication of its brand attributes.

    Insights from social media analysis revealed the brand’s success in promoting viral activity. They also allowed us to make recommendations to encourage more sharing in future campaigns.

     Click here to download the success story.

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning

    02.06.2016

    Facebook asked us to explore how consumers use computing devices and how they switch between them for different tasks during the day.

    Facebook’s mission is to give people the power to share and make the world more open and connected.

    Situation

    Facebook wanted to explore how people use different devices for different tasks during the day and how they switch between them. This information could help its advertisers target customers with greater precision.

    Approach

    We combined a quantitative online survey with qualitative in-depth analysis to understand consumers’ behavior, attitudes and opinions about the devices they use to access online content and services. We used geographical location tracking to analyze which activities they were most likely to do while away from their homes.

    Outcome

    We discovered that almost half of the adults in the UK and the US sometimes begin an activity on one device and finish it on another. This suggests that marketers must reach their audiences across all platforms with a consistent brand experience. With single log-in sites like Facebook, they can avoid sending the same messages to prospective customers on their different devices.

    The research highlighted the most important reasons for people switching from one device to another: comfort and convenience; urgency; the time it takes to complete a task; security and privacy; and the complexity of the information the user needs to input to complete the task. Actions associated with a purchase journey frequently trigger a consumer’s decision to switch devices.

    Click here to download our success story (short version)

    Click here to download our success story (long version)

    GfK, Hellas
    Greece
  • Understanding tomorrow’s beauty products customer

    Understanding tomorrow’s beauty products customer

    07.12.2015

    Our insights help L’Oréal in Mexico to craft better marcomms strategies for the millennial generation.

    The world leader in beauty products, L’Oréal is present in 130 countries on five continents.

    Situation

    A quarter of Mexico’s population was born between 1981 and 1995. Recognizing they are the consumers of the future, L’Oréal wanted to learn more about millennials’ attitudes, beliefs, aspirations and behavior in order to meet the expectations of these digital natives.

    Approach

    To immerse ourselves in millennials’ lives, we made heavy use of digital tools and technologies for our research. We interacted with 72 respondents on the client’s Facebook page, and asked 16 millennials to write blog posts about health and beauty topics. We also hosted six focus groups with eight participants, as well as eight immersions.

    Finally, we did an extensive desktop review of research about millennials in Mexico and the rest of the world, which allowed us to compare their similarities and differences. We concluded the project by holding an engaging and interactive "happening", where we shared the results with the client’s teams.

    Outcome

    Our research left L’Oréal with deep insights on a customer base that is rapidly growing in size and importance.

    Tangible deliverables from the project included practical and easy-to-digest videos about the millennial generation. These encompassed a 25-minute overview of the important concepts, as well as shorter clips on brand evolution in communication, fashion and beauty, music and memes*.

     

    *[an image, video, piece of text, etc., typically humorous in nature, that is copied and spread rapidly by Internet users, often with slight variations.]

    Click here to download our success story (short version)

    Click here to download our success story (long version)

    GfK, Hellas
    Greece
Latest insights

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

    • 09/14/15
    • Automotive
    • Digital Market Intelligence
    • Greece
    • English

    Social media: Separating customer sentiment from the noise

    The GfK Social Media Intelligence solution helped our client to understand customer sentiment about a new car model, allowing it to sharpen its marketing approach.
    • 09/01/15
    • Consumer Goods
    • Digital Market Intelligence
    • Greece
    • English

    Maximizing digital advertising impact

    Our research empowered Hawaiian Tropic to better target existing and new audiences in Italy, and to engage with them more effectively.
    • 08/04/16
    • Digital Market Intelligence
    • Connected Consumer
    • Global
    • English

    Understand the habits of connected consumers in Asia Pacific

    Mobile internet access is increasingly becoming not just the first option, but also the preferred way for a large proportion of the online population across Asia Pacific to get connected. In fact, accessing the internet via the smartphone has become a daily activity for over 80 percent of some of the region‘s connected population. What are their media habits and what do they do on their smartphones? How are they engaging their favourite brands online?
    • 08/03/16
    • Technology
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Connected Consumer
    • Global
    • English

    The Connected Consumer

    Consumers are more connected than ever before. The explosion of the internet and proliferation of digital technologies have raised connectivity to a whole new level. Today's savvy consumers are no longer content with the traditional relationship they have with the brands they consume. Faced with a constantly evolving retail, technology and digital landscape, it is imperative that brand marketers and advertisers master the art of thriving and surviving in a new world where the lines between the physical and digital self are vanishing.  
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GfK, Hellas
Greece
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