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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

    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.

  • Optimizing outcomes by understanding the path to purchase

    Optimizing outcomes by understanding the path to purchase

    15.09.2015

    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.

    Situation

    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.

    Approach

    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.

    Outcome

    • 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

    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.

  • Understanding tomorrow’s beauty products customer

    Understanding tomorrow’s beauty products customer

    02.01.2007

    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 the success story.

Latest insights

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

    • 04/14/17
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Digital Market Intelligence
    • GfK-MRI
    • United States
    • English

    At Digiday Brand Summit, GfK MRI will share techniques for enriching digital segments

    At next week’s Digiday Brand Summit, GfK MRI’s Sarah Liddle (VP, Sales) will show how offline data can enrich programmatic targeting and lead to more effective online campaigns.
    • 03/13/17
    • Media Measurement
    • Brand and Customer Experience
    • Digital Market Intelligence
    • United States
    • English

    GfK to share insights on mobile research, digital advertising, brand growth at ARF annual conference

    How can brands and marketers leverage a variety of data sources to unlock insights and stronger growth? 
    • 03/10/17
    • Financial Services
    • Health
    • Consumer Health
    • Optics and Acoustics
    • Media and Entertainment
    • Public Services
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • Media Measurement
    • Brand and Customer Experience
    • Consumer Panels
    • Digital Market Intelligence
    • Social Media Intelligence Center
    • Market Opportunities and Innovation
    • Mystery Shopping
    • Promotion and Causal Retail
    • Point of Sales Tracking
    • Point of Sales Analytics
    • Shopper
    • Trends and Forecasting
    • User Experience (UX)
    • United States
    • English

    Peter Feld joins GfK SE as new CEO

    The Supervisory Board of GfK SE has today appointed Peter Feld (51) as new Chief Executive Officer and Management Board member effective March 15, 2017.
    • 02/08/17
    • Digital Market Intelligence
    • Shopper
    • United States
    • English

    Albert will lead GfK Shopper, Digital Experiences teams in North America

    David Albert, a seasoned team leader and strategic consultant, has expanded his role at GfK in North America, becoming Managing Director of both the Digital Experiences and Shopper and Retail Strategy teams. 
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Tom Kertesz
North America
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