With mobile platforms claiming more and more ad dollars, the need for detailed profiles of mobile audiences is growing exponentially. At the American Magazine Media Conference 2017, GfK experts will show how researchers can fill this gap by combining behavioral data from GfK’s Mobile Audience Match with rich insights from GfK MRI’s Survey of the American Consumer®.
The event will be held tomorrow in New York City at the Conrad Hotel. GfK’s Kevin King (SVP, Media and Mobile Trends) and GfK MRI’s Karen Ramspacher (SVP, Consumer Insights & Trends) will be presenting “Defining the Undefined: Your Elusive Mobile Audience” at 12PM.
Their presentation will focus on uncovering the complex mobile habits of consumers, who increasingly rely on mobile technology in almost every activity. Mobile Audience Match captures mobile behavioral data from a nationwide panel; infusing this with demographics, product usage, psychographics, and other insights from GfK MRI creates an unmatched resource for mobile planning. The result is a new, powerful way to highlight and map the mobile ecosystem.
Kevin King has worked in digital research for the past 12 years, directing digital ad sales at Viacom, providing audience measurement for A+E Networks’ online properties, and leading digital analytics for Univision Communications.
Karen Ramspacher has 20 years of experience as an account planner and researcher, holding senior roles at NBC Universal, Oxygen Media, Fuse, and Participant Media. At GfK MRI, she identifies and explores drivers to consumer behavior in the changing media landscape and beyond.
GfK MRI’s focus on excellence has made it the leading producer of media and consumer research in the United States. Its Survey of the American Consumer® is the industry standard for magazine audience ratings in the U.S. and is used in the majority of media and marketing plans in the country. In response to the evolving needs of its clients, GfK MRI has developed a number of innovative research products and services that use the Survey as their foundation.
GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.
For more information, please visit www.gfk.com or follow GfK on Twitter