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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
  • 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

    17.06.2015

    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 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)

    Tom Kertesz
    Tom Kertesz
    North America
  • 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)

    Tom Kertesz
    Tom Kertesz
    North America
Latest insights

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

    • 05/11/16
    • Technology
    • Digital Market Intelligence
    • Trends and Forecasting
    • User Experience (UX)
    • United States
    • English

    GfK to Present in 14 Sessions at 2016 AAPOR Conference

    At this week’s 2016 American Association for Public Opinion Research (AAPOR) Conference, GfK will have 14 speaking slots and poster presentations, on topics ranging from online election polling to mobile surveys. 
    • 04/29/16
    • Media and Entertainment
    • Retail
    • Technology
    • Consumer Goods
    • Digital Market Intelligence
    • United States
    • English

    Measuring digital ad effectiveness

    With the ever-growing digital landscape, consumers now own more and more connected devices, which means there are more places to serve ads and more gadgets for advertisers to track delivery on. Advertisers now need to measure the delivery and impact of ads across all these devices – and it’s critical to measure ads served in both browsers and apps.
    • 02/25/16
    • Press
    • Technology
    • Consumer Goods
    • Brand and Customer Experience
    • Digital Market Intelligence
    • Trends and Forecasting
    • United States
    • English

    Nearly One-Quarter of US Consumers Believe Virtual Interactions Are “as Good as Being There”

    Digital technologies are giving consumers more and more options for connecting and keeping in touch. But new GfK research shows that only 23% of online consumers in the US agree1 that virtual interactions with people and places “can be as good as being there in person.”
    • 02/24/16
    • Press
    • Technology
    • Consumer Goods
    • Brand and Customer Experience
    • Digital Market Intelligence
    • Trends and Forecasting
    • United States
    • English

    Only 13% of Canadians Say Virtual Interactions Are “as Good as Being There” – GfK

    As today’s technology continues to become more sophisticated and more integrated into daily life, market research experts GfK conducted a global study to see if virtual interactions with people and places are seen to be as good as being there in person.    

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Tom Kertesz
Tom Kertesz
North America
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