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  • GfK MRI’s King to Take Part in Mobile Metrics Panels at MediaPost, MPA Conferences
    • 10/27/15
    • Media and Entertainment
    • Media Measurement
    • Digital Market Intelligence
    • GfK-MRI
    • United States
    • English

    GfK MRI’s King to Take Part in Mobile Metrics Panels at MediaPost, MPA Conferences

    GfK MRI’s Kevin King is participating in two upcoming conference sessions aimed at clarifying the issues in mobile targeting and metrics.

    • 10/15/15
    • Media and Entertainment
    • Media Measurement
    • Digital Market Intelligence
    • United States
    • English

    At PDRF 2015, GfK to Take Part in 6 Sessions; Focusing on Measuring Readership, Value of Social Media to Print

    GfK and GfK MRI – with the help of publishers Time Inc., Condé Nast, and Meredith Corporation – will share new research on the ways print magazines and digital media intersect and complement each other among today’s consumers.

    • 10/14/15
    • Health
    • Digital Market Intelligence
    • Global
    • English

    How social media insights can help answer your health business questions

    There is no disputing the value of social media insights in health, though it is still generally not embedded and utilized in the daily business of most health companies. Primarily, companies stay away from the internet to avoid becoming aware of adverse events regarding their own products. And if they do listen to what is said on the internet, they have another challenge: getting the best out of the discussions and then turning those insights into actions. That is a missed opportunity, as online postings and discussions in the social media domain can be a great source of real-world data that is so valuable in the evolving health landscape.

    For instance, older consumers (50+), who are more vulnerable to diseases, are quickly adopting social media (e.g., 70% is already connected to Facebook).1 We also know that most adults trust medical information shared by peers in their social media networks. Blogs, forums and online platforms have evolved into trusted sources for sharing personal experiences related to medical conditions and diseases and for discussions on unmet needs, treatments and drug-related topics.

    The big advantage is that social media data add insights from unprompted discussions that are missed in traditional survey research. It is real-time and contextual. It is rather flexible, not having the constraints of sampling and study design. And it is ideal for discovering, isolating and tracking issues as they emerge. So, when interpreting and structuring the data, you might well be gaining valuable real world-evidence insights.

    However, most health companies are still struggling to harvest and activate the insights from social media. The issue is that while you might expect the yummy chocolate cookie in the form of a comprehensive perspective, often you will get just the crumbs and a fragmented picture. That is because social media is fraught with unstructured big data Insights. Although health issues are one of the most-discussed topics on the web, it is still like looking for the needle in the haystack. The importance of data relevance and accuracy is underestimated. Data and research integration are crucial to add value and industry-specific information is needed to put things in context.

    Let us outline three examples of integrated ways how we apply social media research and answer specific health-related business issues:

       

    1. Social network analysis for strategic segmentation and landscape mapping

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    Health companies need to understand the strategic landscape first, before starting operational planning. We use network analysis to follow the connections between people, brands and media.

    By mapping stakeholder groups and influencers, identifying and segmenting audience interests and affinities as well as tracking and evaluating health-related public debates, network analysis brings health companies strategic insights into the whole social ecosystem.

       

    1. Integrated analysis solutions for 360-degree brand equity tracking

    2.  

    Nowadays, digital media provides you with the ability to interact with and communicate about brands whenever you like. Brands are no longer created, managed and controlled solely by brand-directed activities, but they are also shaped through the communication between consumers, also patients and HCPs, in the digital world. Only by integrating social media information and tracking data do you get complete insights into managing your brand in an interactive world. A pre-condition for this exercise is an integrated research framework with harmonized KPIs to connect survey-based and unstructured social media data to finally make sense of both worlds.

       

    1. An early-warning mechanism on drug safety

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    2.  

    Monitoring social media to identify potential key safety issues enables health companies to act quickly and early on safety issues discussed on the internet. It is not only about getting access to this real-world data on drug performance, but also having a structured and referenced approach for coding, interpretation and classification in order to get the full picture.

    It’s important for healthcare companies not to relinquish the value of social media in the process of avoiding the potential risks of discovering adverse events regarding their brands. If you find yourself in such a social media dilemma, you don’t have to make the choice. Actively monitoring social media, including early signaling of any potential safe issues, can help you to securely embrace real-world discussions in social media forums that can help strengthen your brand.

    1 Roper Reports US – Fall Core 2014 Study; Interview Dates: September 23 – October 27, 2014

    This article was co-authored by Christian Waldheim of Social Media Intelligence.

    For further information, contact Jan Guse.

     

    • 10/13/15
    • Technology
    • Digital Market Intelligence
    • United Kingdom
    • English

    GfK appoints James Howitt as Digital Lead

    GfK has appointed James Howitt as Digital Lead, UK. With more than a decade’s experience in consumer and media research, James will spearhead the promotion of GfK’s unrivalled digital media research capabilities and solutions.

  • The Future Consumer Summit 2015
    • 10/08/15
    • Fashion and Lifestyle
    • Home Appliances
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • FMCG
    • Media Measurement
    • Brand and Customer Experience
    • Digital Market Intelligence
    • Market Opportunities and Innovation
    • Point of Sales Tracking
    • Shopper
    • User Experience (UX)
    • United Kingdom
    • English

    10/08/15
    The Future Consumer Summit 2015

    Thank you to all who attended our 2015 Future Consumer Summit on 8th October at East Wintergarden, Canary Wharf. I hope you agree the event was a fantastic opportunity to hear our experts alongside future thinkers from leading brands deliver their vision and evidence based predictions of future consumer behaviour. We know technology will continue to have a massive impact on consumer behaviour. Understanding how this will look in the future is critical to the success of your business and we really want to support you on that journey.

    • 10/07/15
    • Media and Entertainment
    • Travel and Hospitality
    • Digital Market Intelligence
    • Mystery Shopping
    • United Kingdom
    • English

    Global and GfK finalists in MRS Awards for ground-breaking listener research

    The MRS has shortlisted GfK twice - first for its work with Global into digital audio listening behaviour - and also for its Mystery Traveller Survey carried out across London for Transport for London.

  • Global and GfK finalists in MRS Awards for ground-breaking listener research
    • 10/07/15
    • Media and Entertainment
    • Travel and Hospitality
    • Digital Market Intelligence
    • Mystery Shopping
    • Global
    • English

    Global and GfK finalists in MRS Awards for ground-breaking listener research

    The MRS has shortlisted GfK twice - first for its work with Global into digital audio listening behaviour - and also for its Mystery Traveller Survey carried out across London for Transport for London.

    • 10/02/15
    • Brand and Customer Experience
    • Digital Market Intelligence
    • United Kingdom
    • English

    GfK digital ad effectiveness solutions to include mobile capability

    GfK can now identify when an individual is exposed to an advertisement on multiple devices (PC, smartphone, tablet etc.), enabling more accurate evaluation and attribution of the performance of ad formats, creative and overall campaigns.

    • 10/01/15
    • Technology
    • Brand and Customer Experience
    • Digital Market Intelligence
    • GfK Experience Effects
    • Global
    • English

    Mobile Ad Effectiveness set to change the world (at least a little bit)

    The ability to evaluate mobile ad effectiveness has long (in relative, digital terms) been an issue for those spending the money on it. The view has been that it is too difficult and too costly to do properly. Not anymore. There is a new show in town.

    Up to now marketers who have leveraged the mobile channel have done so relying on delivery and execution metrics such as CTR, CPC and conversions (however they are defined) to evaluate the impact of their dollar spend. But the challenge for them now is that the increased emersion of brands in a digital world means the understanding of the impact on awareness, image, reputation, emotional connection and resonance is needed more than ever. Behavioral KPIs are not enough now – robust branding metrics are essential.

    This has been a challenge in past. As I am sure you are told pretty regularly, we own more and more connected devices. In a recent Financial Times article they proclaimed mobile as the future. Safe to say it isn’t. It is the now and a reality many have not caught up to yet. This means there are more places to serve ads and more gadgets for advertisers to track delivery on. For proper evaluation we also need to take the delivery and impact of ads across all these devices – and to do this we need to measure whether exposure actually occurred or not. Unfortunately the usual way of doing this online, using cookies, does not recognize an individual across these devices. So one person, with 3 devices, can be represented as 3 people. That one person is then also only attributed one set of ad exposure on one device, instead of the total for all 3. The more devices you add, the more the issue is amplified.

    In order for us to be able to attribute exposures correctly therefore we need to be able to reconcile different cookies across the devices an individual uses. Adding to the multi-device headache is the fact that mobile devices and tablets have given the world a (now not very)new phenomenon: the app. Ads on a single mobile or tablet are delivered in both browsers and in apps, which are completely different environments (almost like different devices). The core of the issue is that apps don’t allow cookies so they cannot be used to identify a single user across the two environments. 1 handset can look like 2 people. It can deliver the same ad in two places (a mobile web page and an app, on the same device) and even the ad server will not know. For a research agency to be able to know is a step still further.

    At GfK we now have a solution that addresses these challenges utilizing a panel based approach that allows the unification of web and in-app exposure and the appreciation of multi-device usage. On top of that GfK has also partnered with Facebook to be able to include their unique ad environment into the mix.

    Solving the challenges mentioned above and the implementation of mobile into the evaluation mix completes the cross media picture for marketers. OK, so it was difficult to do but why is it so important to marketers?

    Firstly, now we can evaluate advertising delivered on mobile devices, cross device and cross environment (web and app). So we can now provide KPIs and advice to optimize the $100bn predicted to be spent on mobile ads in 2016. However, it gets better than that.

    The addition of mobile and the completed picture now also means we can provide much better evaluation and advice. Not just for mobile. Not just for digital. But for all media included in the evaluation. As the Infographic shows at the end of this post we end up with better quality data that improve the insights we can deliver – which is a truly GfK thing to shout about.

    Let’s be clear, there are still elements of the digital ad ecosystem that are a challenge, but what we do have now is going to make a huge difference to the understanding, optimization and ROI attribution of digital (and arguably, cross media) campaigns. Branding impact can now be used confidently alongside the conversion metrics. So even if your ads don’t deliver clicks, likes, sign-ups and sales, you can understand the all-important branding effects. As it has been proved that even search results have a branding impact, you are truly missing out if you don’t appreciate the power of the paid ad.

    I am really excited about this new innovation! Finally, we have the solution to the challenge and I can change my conference presentations from saying “I’m sure we will get there” to “We got there and we survived the experience”. So far.

    For more information please contact Arno Hummerston at arno.hummerston@gfk.com.

     

    Methodology

    Generally it is accepted that comparing people who have been exposed to the advertising (the test group) with those that haven’t (the control group) is the best way to understand the uplift in impact on brand KPIs that can be attributed to campaign activities. When you passively (technically) measure exposure you create a definitive test group of exposed respondents. We can now do this for mobile ads – both in-browser and in-app. As the infographic above shows, even if they claim, in a survey, to not recall the mobile ad or anything to do with it, we know they have been exposed because we use cookies or have identified their in-app exposure. We can now create a cleaner control group, as we only include people who have been identified as non-exposed to mobile ads through measurement rather than recall.

    The result of a cleaner control group is that we no longer have people who have actually been exposed but have been misassigned as non-exposed. They are no longer contributing to the over-claim on key metrics in the control group.

    By rectifying this we see a greater, or at least better quality, lift – or impact of the campaign. When a non-exposed-to-mobile-ad respondent is now correctly allocated to a control group, rather than to the test group because they claim to have seen the ad, the true impact on the brand is also made cleaner.

    This is certainly true of the mobile ad exposed respondents but is also probably true for all media. The control groups for TV, print and other desktop digital that was previously passively measured are also cleaner, as they do not contain people with mobile ad exposure anymore.

    This improvement in accuracy is key for control Vs test methodologies – which show the true branding performance of the individual media touchpoints.

  • GfK digital ad effectiveness solutions to include mobile capability
    • 09/29/15
    • Brand and Customer Experience
    • Digital Market Intelligence
    • Global
    • English

    GfK digital ad effectiveness solutions to include mobile capability

    GfK can now identify when an individual is exposed to an advertisement on multiple devices (PC, smartphone, tablet etc.), enabling more accurate evaluation and attribution of the performance of ad formats, creative and overall campaigns.

  • Inspiring new ideas for marketing food to Swedish families
    • 09/16/15
    • Consumer Goods
    • Digital Market Intelligence
    • Global
    • English

    Inspiring new ideas for marketing food to Swedish families

    Online communities offer a powerful and scalable way to get deep insight into consumer behavior. A pioneering online community study uncovers how Swedish families shop for, prepare and share evening meals.

  • Inspiring new ideas for marketing food to Swedish families
    • 09/16/15
    • Consumer Goods
    • Digital Market Intelligence
    • Belgium
    • English

    Inspiring new ideas for marketing food to Swedish families

    A leading Swedish grocery retailer and a large dairy products producer wanted to understand Swedish families’ mealtime planning, buying and cooking behavior.

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