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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.

Success Stories
  • Tracking holidaymakers as they plan their next trip

    Tracking holidaymakers as they plan their next trip


    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.


    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.


    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.


    • 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.

  • Research improves digital campaigns

    Research improves digital campaigns


    Our research empowered Nokia to maximize the benefits of its digital channels.

    Now owned by Microsoft, Nokia is one of the top five handset vendors in Russia and dominates the Russian market for Windows-based smartphones.


    With the launch of its flagship Lumia range, Nokia in Russia was eager to position itself as a leader in digital marketing. The company wanted to measure the impact of exposure to online product information on consumers’ purchasing decisions, including their choice of smartphone brand. 


    We used our metering technology to track and capture every step of the purchase journey – from the moment consumers encountered Nokia’s product information online to when they made the purchase. We explored digital and offline touchpoint interactions through on-site surveys, which included weekly diaries.

    We also captured insights about Nokia’s digital advertising campaign by measuring consumers’ natural exposure to the campaign, as well as the impact of ad exposure on brand consideration and purchase.


    We found that consumers gave strong consideration to Nokia during the planning and research stages of a smartphone purchase. But at the purchase stage, many consumers bought a competitive smartphone instead.

    This suggested that the campaigns were not effectively communicating Lumia’s benefits. Nokia responded by refocusing its digital advertising channels and updating online product information to more clearly convey Lumia’s innovative features.

    Click here to download the success story.

  • How Facebook advertising works with traditional media

    How Facebook advertising works with traditional media


    GfK helps Facebook to understand and demonstrate the impact of a multimedia advertising campaign.

    Founded in 2004, and with over 860 million people using the social networking site every day, Facebook has grown into a major above-the-line advertising medium.


    Facebook’s client, Mercedes-Benz, was launching its new GLA model in the UK, Germany, Italy, Spain and France. To ensure the success of the campaign, Facebook and its client needed to determine:

    • which media, used together with Facebook, provide the best combined results
    • which KPIs would be most affected by Facebook advertising
    • what role frequency plays in multimedia campaigns that include the social channel


    • We used our cookie and tag sampling solution – GfK Exposure Effects – to track which consumers were exposed to which advertisements, and how frequently
    • Opportunity To See analytics allowed us to establish who was exposed to offline media, irrespective of whether they recalled seeing the advertisements
    • The data put us in a strong position to investigate the effect of Facebook as an above-the-line (ATL) advertising medium


    • Facebook could, for the first time, talk to Mercedes-Benz about the synergistic effects of using the channel in conjunction with offline media
    • Mercedes-Benz benefited from insights to guide future campaign planning
    • Facebook could help Mercedes-Benz optimize its media strategy and scheduling for each market, positioning Facebook as an expert in multimedia ATL advertising.

    Click here to download the success story.

  • Inspiring new ideas for marketing food to Swedish families

    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.

    Our clients comprise a leading grocery retailer in Sweden and one of the country’s largest producers of dairy products.


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


    We launched Family Dinners as a syndicated project on our online community platform called GfK Opinion Planet.
    During the four-week study, 90 participating families made 4,200 posts on 20 topics, providing a wealth of facts, opinions, images and films. The participants could communicate and respond to questions in their natural home and working environments. The sense of community allowed us to communicate with our participants over a long period of time in a cost-effective and engaging manner.


    Using an online community allowed us to communicate cost-effectively with participants over an extended period. We gained deep insight into their needs, desires and activities regarding all aspects of the family dinner. The study also yielded new ideas for consumer marketing projects and confirmation that existing projects are on the right track.
    The project showed that GfK Opinion Planet’s syndicated approach provides the benefits of online market research communities to companies that are not able or ready to invest in building their own platforms.

    Click here to download the success story.

Latest insights

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

    • 03/22/18
    • Retail
    • Digital Market Intelligence
    • Shopper
    • Belgium
    • English

    Belgian ecommerce hits new milestone of € 10 billion turnover in 2017

    In 2017, 8.4 million Belgian consumers shopped online at least once, representing 87 million purchases and spending € 10.05 billion. 
    • 05/15/17
    • Digital Market Intelligence
    • Belgium
    • English

    Bert Hendrickx will present at Webtomorrow on June 8th 2017

    This year, our very own Bert Hendrickx, Digital Lead at GfK Belgium, will be on stage at Webtomorrow on June 8th 2017.
    • 05/11/17
    • Digital Market Intelligence
    • Belgium
    • English

    Omni-channel shopping supports e-commerce growth in Belgium

    Belgian e-commerce was worth 9.1 billion euros in 2016, spent by consumers on online purchases. However, the role of online touchpoints is larger than that of just a purchase channel: many customers look up information online before committing to a purchase, compare prices or are being exposed to online adverts.
    • 08/30/16
    • Media and Entertainment
    • Digital Market Intelligence
    • Belgium
    • English

    Binge Watching in Belgium

    Binge-watching is defined as watching three or more episodes of a TV show in one day. 56% of Belgian consumers admit to binge-watching on a monthly basis, while 1 in 3 admits to doing this even weekly.
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