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    • 10/20/16
    • Media and Entertainment
    • Global
    • English

    Reporting back from Facebook’s Global Partner Summit

    As one of Facebook’s measurement partners, recently announced at its 2016 Global Partner Summit for marketers, we have been tasked with providing a holistic view of ad campaigns for its advertisers. By linking together the ad contacts from Facebook’s platform and our own media panel, Facebook’s advertisers can see a clearer picture of device usage, media exposure such as TV and even grocery shopping touchpoints. Not only are we able to measure the sales uplifts of the ad campaign, but advertisers gain a deeper understanding of the effects and exposure of any type of media and the related purchase journey.

    A complete record of media exposure and purchasing

    What “Data Link” does, is to connect two sets of data: Advertising exposures on the Facebook platform, regardless of mobile, tablet or desktop, and single-source data from our GfK Cross Media Link Panel, which we run in several countries around the world.

    Typically, the GfK Crossmedia Link is comprised of individuals who have consented to having a meter track their TV viewing, and a passive meter tracks their browsing habits on home computers. Finally, they also scan the contents of their grocery baskets when they bring them home, giving us a complete view of TV and digital media exposure and grocery shopping.

    With Data Link, we can combine Facebook ad impressions with our other panel data to arrive at a complete record of media exposure and purchasing. Other digital publishers are tracked using view-tags to track exposure, while print exposure can be estimated using a survey approach.

    Understanding campaign efficacy and efficiency

    This single-source approach means that we are able to detect and measure the sales uplifts caused by various elements of a campaign, and disentangle them from the effects of promotions, loyalty and price.

    The marginal effects of TV, Facebook and other factors such as price, promotions and loyalty are estimated using a logistic regression model that gives the sales uplift caused by each channel. Through this approach, it is then trivial to arrive at a figure for incremental revenue and return on ad-spend caused by each channel.

    By including interaction effects in the model, we can also investigate the synergy effects between different media, or look at effects by frequency of exposure.

    These measurement products referred to as CPA (Campaign Performance Analysis) and MME (Marketing Mix Evaluator) are now largely used by a growing number of advertisers who are able to understand precisely the efficiency and effectiveness of their campaigns on Facebook and across media.

    A Facebook research partner

    Five years ago, Facebook started to host yearly partner events for its “Facebook Preferred Marketing Developers” (PMD). The PMD program was created to help businesses scale their marketing efforts on Facebook and was renamed FMP (Facebook Marketing Partner) in 2015 with a number of additional features available to make it easier for marketers to find partners based on their specific needs.

    Now in 2016, the Global Partner Summit has become the largest Global Facebook event where Facebook invites all of its marketing partners. And, I was in San Francisco yesterday celebrating the future of marketing together with hundreds of partners. It was truly exciting to be there in the middle of it all.

    We have worked with Facebook as a measurement partner for several years:


    This work for Facebook and its advertising clients has resulted in us being named at the 2016 Facebook Global Partner Summit as one of a select few research partners. As of today, we are listed on Facebook Marketing Partner Website in the newly launched “Measurement Partner” category.

    As team GfK, we are honoured and happy for this formal recognition of our work.

    Please email to share your thoughts.

    • 10/19/16
    • Health
    • Technology
    • Global
    • English

    Easing market access of telemedicine in the US: A guide for innovators

    Diagnosing and treating patients remotely through telemedicine in both the private and the Centers for Medicare & Medicaid Services (CMS) payer markets has steadily increased in recent years.The global telemedicine market is projected to reach $34.0 billion by 2020 as patients become more aware of these services.2 Telemedicine improves access to healthcare for underserved and rural patient populations, and promotes population health management, resulting in better clinical outcomes for patients and cost savings for providers.3

    CMS set the benchmark definition of telemedicine that private payers often follow

    Medicare regulations cover and reimburse a range of telemedicine services, including the use of telecommunications and information technology, to provide access to health assessment, diagnosis, intervention, consultation, supervision and information remotely.4 According to Medicaid, telemedicine is a cost-effective alternative to the more traditional way of providing medical care (e.g., face-to-face consultations or examinations between provider and patient).5

    What about cost reimbursement and payer coverage for telemedicine services?

    Let’s look at the three categories of telemedicine:


    1. Real-time: A live interaction between a provider and a patient via a videoconference; it can be used to consult with primary care physicians, specialists and other healthcare professionals
    2. Store-and-forward: Captures a patient’s clinical data via a computer or mobile device and then transmits it to a provider for later analysis
    3. Remote monitoring: Allows continuous monitoring of a patient’s clinical data by a provider from a remote location and is more commonly used to assess chronic condition.

    Note that payer coverage and reimbursement are often limited to real-time interaction. Yet, with clear reimbursement guidance, providers and patients will more likely utilize and benefit from the technology.

    Four factors to consider when establishing a market access strategy in telemedicine

    After defining their target population, innovators must understand payers in order to align their services to the rules in place. Then they must keep in mind these four factors when establishing their market access strategy in telemedicine:


    1. Utilization of telemedicine is higher among Medicare patients than private payer patients. Traditionally, reimbursement for telemedicine services is limited to real-time consultations1 for underserved patient populations in rural areas; reimbursement is provided to the originating site (patient location) and distant site (provider location) of services. Remote monitoring is not covered and store-and-forward is only covered in Hawaii and Alaska.6 Medicaid coverage varies from state-to-state, but Medicaid reimburses telemedicine in 48 states.2
    2. Parity laws, which pursue equality, encourage private payers to cover telemedicine services if the clinical service is covered during in-person visits, but coverage decisions and reimbursement levels are made at the state level.7 Some private insurers are experimenting with direct-to-consumer business models, which circumvent third-party suppliers. Provider-based health plans can also offer telemedicine directly to patients and are not subject to standard private and CMS coverage laws.
    3. Legislature supporting telemedicine is constantly evolving. There have been more than 200 telemedicine-related bills launched this year regarding CMS coverage and coverage of store-and-forward and remote monitoring.7
    4. Adequate reimbursement through CMS and private payers will increase the adoption of telemedicine among providers and patients. These stakeholders believe in the clinical and economic advantages of telemedicine, but cannot utilize it without the support of payers. A study found that 90% of providers would use telemedicine if it were appropriately reimbursed.8 For consumers, the number one concern when considering telemedicine is that insurance will not cover it.9

    The utilization rate and investor funding in telemedicine continues to grow, making it an attractive option for innovators. But they must understand and guide the market access landscape and reimbursement definitions in order to successfully commercialize new products and services.

    If you have any questions or would like more information, email



    1. Siegel J, Kush J, Philip S. Telemedicine and the long-tail problem in healthcare. May 2016.
    2. Sibley G. Secure telehealth can improve access, help lower costs and protect patient data. Feb. 2016.
    3. American Hospital Association. The Promise of Telehealth for Hospitals, Health Systems and Their Communities. Jan. 2015
    4. The Code of Federal Regulations. 42 CFR 410.78.
    5. The Centers for Medicare & Medicaid Services. Telehealth Services.
    6. American Hospital Association. Realizing the Promise of Telehealth: Understanding the Legal and Regulatory Challenges. May 2015.
    7. Beck M. How Telemedicine Is Transforming Health Care. June 2016.
    8. Anthem. Family Physicians and Telehealth: A First Look At Attitudes Surrounding Telehealth. Nov. 2015.
    9. Survey conducted online by Harris Poll on behalf of Xerox in May 2016 among 2,033 U.S. adults 18+.

  • Shoppers love bargains - but which promotions work best?
    • 10/19/16
    • Retail
    • Connected Consumer
    • Future of Retail
    • Global
    • English

    Shoppers love bargains - but which promotions work best?

    Retail marketing activities have a huge influence on shopping decisions. When we asked shoppers what influences their buying decisions, retail promotions ranked as a key factor.

    Have a look at our new infographic for more!

  • How to get bigger in the business of fashion
    • 10/14/16
    • Fashion and Lifestyle
    • Connected Consumer
    • Global
    • English

    How to get bigger in the business of fashion

    We have developed a tool that enables you to have a thorough understanding of what consumers do both on and offline, in order to gain intelligence into the crucial ‘why’ of their actions.

    Accompany Jess on her purchase journey to find out how we can analyse various details about a specific journey to show a true picture of the consumer.

    • 10/14/16
    • Health
    • Technology
    • Global
    • English

    Using virtual reality in healthcare product design to build patient empathy

    A common complaint we hear from healthcare providers is that while they have developed a deep understanding of the patient experience by providing day-to-day care, product developers are typically several steps removed from the patient experience. But what if we could close that gap? What if we could facilitate a better understanding (and empathy!) of the patient experience by putting product developers in the shoes of target users?

    Consider virtual reality (VR) – what if you could virtually “become” any patient with any condition at any time; you could immerse yourself in the context that they experience their daily challenges. VR technology now makes this possible, which opens the door to unlimited possibilities in user experience (UX) research.

    Current application of virtual reality empathy

    We’ve started to see examples of virtual reality empathy applied in other industries. Several news outlet apps invite the viewer to virtually immerse themselves in a news story: the Paris attack vigil, a battle with Iraqi forces and ISIS, a solitary confinement cell, or standing helpless as a patient goes into diabetic shock. Done well, this technology creates a new way to gain a powerful empathetic response from viewers.

    Now imagine using this virtual reality empathy experience to begin your research and development (R&D) process for a new healthcare product. Presently, virtual reality empathy experiences for the healthcare sector are publicly accessible, e.g. what it’s like to have dementia, schizophrenia, or a migraine. Your team could refer back to this experience and customize it to sub user groups. A robust virtual reality empathy tool or lab would be necessary for this to benefit an entire R&D process and multiple products.

    The virtual reality empathy design lab: become your target user

    Let’s imagine what this lab might look like. There could be a library of virtual reality experiences of different target users from which you could pull. Or, imagine walking into a room in which you could custom design the target user. For both of these experiences you could virtually “become” the target user avatar. Within seconds you could “become” an aging woman with arthritis and asthma or a teenager with diabetes and low vision.

    Could this help your R&D team keep the user top of mind? Or even better, emotionally hook you and the team to the target user needs as product design, packaging, and marketing strategy decisions are made?

    Virtual reality empathy in UX research

    While these initiatives continue to be explored, we are helping clients gain empathy for their users through VR. We recently wrote about our VR ethnography in Mexico and our experimentation with VR imagery. We are interested in pushing the limits of this method.

    An example where we see the benefits of this application is in-home VR recording and streaming. Instead of flipping through a PowerPoint with pictures at the end of a study, product teams can virtually immerse themselves into a patient’s home while the patient shows and describes to researchers the impact of the challenges they encounter on a daily basis. Product teams can feel as though they are sitting next to patients as they tear up in happiness describing how the product has saved their life. No picture in a report or video clip could offer this level of immersion or empathy.

    We can also see applications to experiencing a patient journey in a hospital. Product designers can experience the patient journey first hand, e.g. from stretcher to operating room to discharge. You’d feel just like the researcher and be able to observe patients when they experience pain, confusion, fear, or sadness.

    Beyond patient empathy and next steps

    In addition to designing best-in-class experiences, there are other benefits VR could offer throughout the R&D process, including team buy-in. Once a C-suite executive, board director, or engineer immerses themselves into a virtual first-hand experience within a patient’s home or a hospital room, investment in next steps or design changes become a discussion instead of persuasion.

    Some aspects of applying this technology in the healthcare industry are a ways off in terms of feasibility. Patient privacy is also always a concern. However, easy access to simple exploration apps and cardboard VR goggles facilitates easy experimentation and seemingly endless possibilities. It’s even more fun to think what, if anything, we could do with this technology to ultimately enhance the quality of life for patients around the world.

    Would the ability to “become” your target user be useful for your team?

    Hope to see you at the global innovation and technology healthcare conference in London in November!

    Please email to share your thoughts.

  • GfK Consumer Climate Europe: Uncertainty impacts consumer sentiment
    • 10/14/16
    • Press
    • Financial Services
    • Public Services
    • Trends and Forecasting
    • Global
    • English

    GfK Consumer Climate Europe: Uncertainty impacts consumer sentiment

    GfK Consumer Climate Europe results for the third quarter of 2016

    • 10/12/16
    • Retail
    • Connected Consumer
    • Global
    • English

    Trade marketing: Getting to grips with the bottom line

    As a manufacturer or retailer, you will invest heavily in marketing activities at the point of sale (POS). But do you, like so many in your sector, lack confidence in your investment decisions? Do you struggle to know to what extent you are achieving a healthy return on your spend? Well, let’s get to grips with what’s actually driving the bottom line.

    The impact of promotions

    From our research with brands across the world and multiple sectors, we know that retail promotions are having an impact on consumers. When we asked shoppers what influences their buying decisions, retail promotions ranked as a key factor. 44% of shoppers cited information at the shelf as influencing their shopping decisions, slightly ahead of in-store displays and product samples and demonstrations, both at 41%.

    Consumers are increasingly price sensitive

    We also know that today’s Connected Consumers are increasingly price sensitive. As a result, promotional activity is intensifying in a bid to woo bargain hunters with ever better deals. More than half of all shoppers (58%) compare prices between stores, an unmistakable sign that price is a key influencer of purchase. The message is clear: consumers pay attention to promotions and so you need to as well.

    Making the right investments

    You know that well-timed and executed marketing activities can close sales. But with so many possible activities to choose from, the difficultly lies in understanding which investments will deliver the greatest return on investment (ROI).

    If your life wasn’t complicated enough, the challenges you face around price, promotion and distribution are further exacerbated by the fast-paced omnichannel environment.

    In order to succeed in these highly competitive conditions you need to have a sophisticated understanding of which activities are actually driving your bottom line. You need insight into all elements of your and your competitors’ pricing, discounting, assortment and promotional activities both online and offline. And you need to understand how shoppers experience your product in context.

    Armed with such intelligence, you will be empowered to prioritize your budgets and select those retail executions that will drive sales and achieve real ROI. Furthermore, by integrating this information with real sales data, you can close the feedback loop and create winning strategies that will benefit you and your customers.

    Share your thoughts by emailing

  • Innovation Landscape in Insurance
    • 10/12/16
    • Connected Consumer
    • Global
    • English

    Innovation Landscape in Insurance

    Download Angelo Pierro’s presentation for brand examples of what winning tomorrow in this market can look like.

  • Insurance Incentives and Rewards in South Africa
    • 10/12/16
    • Connected Consumer
    • Global
    • English

    Insurance Incentives and Rewards in South Africa

    Bradley Taylor investigates “Insurance incentives and rewards in South Africa”.

    What can you learn from the way rewards are used here to drive loyalty and business in this competitive market?

  • The future of insurance: Hong Kong perspective
    • 10/12/16
    • Connected Consumer
    • Global
    • English

    The future of insurance: Hong Kong perspective

    What’s the future of insurance in this lucrative market, asks Ronald Leung? He discusses the effects of technology on personalization and asks why insurance providers are being left behind.

    Are you maximizing this audience?

  • Robo-advice - “Build it and they will come”
    • 10/12/16
    • Connected Consumer
    • Global
    • English

    Robo-advice - “Build it and they will come”

    Martin Grimwood looks to a future where human financial advisers are replaced by “Robo-advice”, algorithms that provide portfolio management.

    With traction in the US, is it about to take-off in the UK? Are you ready?

  • Lessons Learned - from FinTech’s impact across financial services
    • 10/12/16
    • Connected Consumer
    • Global
    • English

    Lessons Learned - from FinTech’s impact across financial services

    This first of four presentations examines fintech’s impact on financial services. Tom Neri examines the partnerships that are re-imagining customer engagement on smartphones.

    Can you engage your customers on the small screen?