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POS Analytics

When developing new business strategies it’s essential to have relevant retail insights.

POS Analytics helps evaluating the sales impact and Return on Investment (RoI) of your sales and marketing activities. Using advanced econometric modelling techniques and leveraging GfK's rich tracking data assets we put clients in a position to simulate the outcome of their sales and marketing plans.

We combine global reach with our market research expertise to give you smart retail insights into your product assortment, media, promotions, price, market share, product range and SKU management and marketing mix.

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.

  • Commercial assessment of a new immunotherapy

    Commercial assessment of a new immunotherapy

    21.09.2016

    We conducted secondary research to explore the current sepsis market and the current and future competitive landscape.

    Situation

    As part of due diligence on a potential in-licensing target, we were asked to provide an independent expert view on the commercial potential for an innovative treatment for severe sepsis.

    This required us to:

    • assess the size of the targeted severe sepsis population, diagnosis and treatment rate
    • understand the current treatment patterns, unmet needs and expectations and opportunities for new treatments
    • review the current and future competitive landscape
    • test potential target product profiles
    • develop potential pricing, access and uptake scenarios for the different target product profiles(TPPs)
    • establish revenue potential based on the different scenarios
    • highlight the critical success factors and risks

    The geographic scope included France, Germany, Italy, Spain, the UK, the US and Japan.

    Approach

    We conducted secondary research to explore the current sepsis market and the current and future competitive landscape. We then undertook primary research with payers and key opinion leaders to address any gaps in our research, to test potential TPPs and to gain external validation on potential pricing, access and uptake scenarios.

    Outcome

    We delivered our top-line findings on the critical areas for commercial success in an executive presentation. In addition, we supplied a detailed report of the research findings, including feedbackabout the actions the client should take to maximize the commercial potential of the asset.

    Click here to download our success story

    Timothy A J Fitzgerald
  • Driving informed investment decisions for a new treatment

    Driving informed investment decisions for a new treatment

    21.09.2016

    We collected extensive information on disease prevalence, diagnosis and treatment guidelines and the pricing and reimbursement landscape through desk research in the EU5

    Situation

    Before taking an in-licensing decision for a new drug targeting primary biliary cirrhosis and non-alcoholic steatohepatitis, our client wanted to assess the commercial opportunity for the treatment. This required us to:

    • assess the size of the target population, the competitive landscape and the target product profile
    • evaluate the willingness to pay for new treatments, potential price opportunity, diagnosis and treatment rates, target treatment population size and likely market share
    • obtain actionable recommendations and a revenue forecast model to inform its decision

    Approach

    We collected extensive information on disease prevalence, diagnosis and treatment guidelines and the pricing and reimbursement landscape through desk research in the EU5 (France, Germany, Italy, Spain and the UK) and the USA.

    Then, we used this information to develop primary research materials, including prereading material and a discussion guide and subsequently interviewed key opinion leaders, physicians and payers in the scope markets.

    Finally, we built a forecast model based on realistic assumptions of market performance.

    Outcome

    Our final forecast model and report covered multiple scenarios for the drug we assessed.
    This enabled our client to make an informed investment decision.

    Click here to download our success story

    Timothy A J Fitzgerald
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