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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.

Tom Kertesz
Tom Kertesz
North America
+1 212 240 5612
Success Stories
  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip


    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.


    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.


    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.


    • 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.

  • Optimizing outcomes by understanding the path to purchase

    Optimizing outcomes by understanding the path to purchase


    GfK helped a technology company to uncover insights into how customers make purchasing decisions and how these are influenced by different touchpoints.

    Our client is a leading player in the mobile technology market.


    Our client wanted to know how consumers interact with its online and offline touchpoints. It was particularly interested in the “research online, purchase offline” (ROPO) effect. These insights would help optimize customer acquisition and retention.


    We monitored the purchasing intentions, actual purchases and research activities of potential buyers in the mobile market over the course of four weeks. Our approach blended online tracking of consumers’ web surfing behavior with quantitative online surveys.


    • Our findings highlighted to the client the important role that multichannel marketing plays in boosting performance across its key performance indicators namely customer acquisition and customer loyalty
    • They also revealed that social media plays an important role in the decision-making process, yet is overrated in terms of its actual sales effectiveness
    • Our client is using these insights to customize its media strategy across different channels and touchpoints, as well as to improve the user experience across its websites
    • This information has also helped to shape a strategy for harnessing the influence of social media in the shopping process.

    Click here to download the success story.

  • Cross-device usage study optimizes campaign planning

    Cross-device usage study optimizes campaign planning


    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.


    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.


    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.


    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 the success story.

  • Boosting a distributor’s competitive advantage in ecommerce

    Boosting a distributor’s competitive advantage in ecommerce


    Boosting a distributor’s competitive advantage in ecommerce

    Our product data and ecommerce technology solutions empower S.P. Richards’ dealers to increase their online sales.


    In the mid-2000s, S.P. Richards saw an opportunity to take a leadership position in the industry and help its 2,500 dealers to more effectively sell their products online. Most of these dealers recognized that ecommerce was an efficient and growing sales channel with larger order sizes and fewer product returns. However, many were concerned about directing customers to their sites due to weak search functionality and basic product descriptions that would not drive conversions. To help drive higher adoption of ecommerce among dealers, S.P. Richards realized it would need to improve the quality of its product data and its content distribution capabilities.


    We initially worked with S.P. Richards to more efficiently aggregate content from hundreds of suppliers and to standardize it in a format that its dealers and Application Service Provider (ASP) partners could utilize and optimize for search relevancy. We then collaborated to introduce a dealer delivery model that created a straightforward entry into online business for resellers. We advised S.P. Richards to host the data online rather than distributing physical media, and suggested stripping product data management out of dealers’ ecommerce software and incorporating it in our solution. The solution includes SearchproTM, an S.P. Richards sponsored search engine, developed and hosted by GfK and integrated as the internal site search in the ASP’s shopping sites.


    S.P. Richards’ dealers are competing more effectively with bigger players and increasing online sales. They have the freedom to design their websites according to their needs, based on the data we provide, and can easily merchandize common and custom products in one solution. Dealers retain flexibility to customize the search and the products they want to list and sell online. With better content and search functionality on their websites, most dealers have increased online sales from around 10% of their revenue to 55% and above.

    Click here to download our success story (long version)

    Click here to download our success story (short version)

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Contact us
Tom Kertesz
North America