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///CMO Outlook
Brand Building
Digital Transformation
Key Insights
///CMO Outlook
Brand Building
Digital Transformation
Key Insights

Marketing strategies and ahead-of-the-curve intelligence for industry leaders

Welcome to the insights page dedicated to the CMO community! We’ll examine new topics regularly, placing the latest findings on the top of the page. Scroll down for expert insight into topics we’ve had in the spotlight before — including inflation, branding and brand tracking, sustainability, marketing- and data analytics, the role of AI in marketing, and the latest insights from our ///CMO Outlook study. Or, find our growing list of related events and on-demand webinars at the bottom. 

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Know the health of marketing and it's impact on business with the ///CMO Outlook Index

600+ marketing leaders weigh in on the latest trends and how to stay ahead of them

Our new CMO Outlook survey provides regular, ongoing insights from marketing leaders across all industries, giving a full picture of the upcoming industry trends and the actions that the world’s biggest brands are taking to adapt. The survey contains one key indicator, the CMO Index, as well as deeper dives into trends, actions, and qualitative analysis. Get started with global and regional insights based on the index now.
Read more

Digital transformation is no longer an option, it’s mission-critical.

Don’t just stay a step ahead of digital transformation, lead the charge. Tap into critical insights on how to navigate root-and-branch transformation in enterprise, the role of women in Tech, and more.

Sustainability is what consumers want, even as they battle under inflation.

Help consumers make purchases that don’t cost the earth. For example, retail consumers are changing their values around plastic waste and buyer behavior at a rapid pace. Learn what actions to take in our Who Cares Who Does Report.

Inflation is causing sudden shifts in consumer and market behavior. Adapt and respond rapidly to secure your competitive advantage.

Counter the effects of economic turbulence with bold, actionable and relevant strategies based on data-driven insights crafted specifically for marketing leaders.

Key insights for the future-forward marketing leader.

Always-on, always-fresh updates on the hottest topics and trends affecting marketing movers and shakers. 


Human vs AI: Can ChatGPT outsmart a CMO?

Watch GfK’s CMO, Gonzalo Garcia Villanueva, go up against ChatGPT, to debate the latest trends and how marketing leaders should pivot based on them. From brand purpose and sustainability, to data access and the role of technology, the debate covers hot marketing topics and challenges for 2023.
Watch the full video debate
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The high-velocity data marketer
In partnership with the CMO Council, find out the latest trends impacting marketing leaders today and how data drives impact. Get the latest report to see what marketing leaders do to leverage data for winning strategies.
Download the free report
The CMOs guide to building data-driven customer connections
High-velocity data marketing promises real-time answers to consumer demands; but to keep those promises, marketers need essential trust in their data. Learn 3 data mistakes to avoid on page 7 of this Raconteur report in the Sunday Times.
Download for free

What does the future CMO look like?

Get more on the latest thinking — from how to make the most of martech stacks, to how data can bring marketers closer to their customers in demanding times. Plus, learn how to spot inflation opportunities, leverage Gen Z insights, and more!
Download the free report

Getting to high-velocity data marketing

What’s holding marketing leaders back from adopting agile and connected data systems? And what capabilities separate the high performers from the rest? Get the latest infographic snapshot to see what marketing leaders do to leverage data and craft winning strategies.
Download the free infographic


202305-Insights page-CMO-CMOC Webinar April

Marketing leadership in the metaverse era

Leverage data-driven intelligence for customer engagement in the evolving tech landscape. Unpack real world cases of how marketers balance data insights with human intuition to deliver high impact strategies and campaigns.
Watch on demand
CMOC event teaser image 2 (feb23)

Solving for adaptability and agility

Is your business ready to make quick, informed decisions and course corrections to gain competitive advantage? Watch the on-demand webinar and learn how to ensure your data, analytics and insights systems can adapt with the times.
Watch on demand
CMOC event teaser image 3 (feb23)

Ascend Data Marketing’s Maturity Curve

Nearly 80% of marketing leaders say data, analytics and insights are crucial to winning and retaining customers. Keep your competitive advantage: Watch our webinar and learn how to ascend the data maturity curve to become a top performing data marketer.
Watch on demand
CMOC event teaser image 1 (feb23)
Unleash Tech and Data On Your Customer Behavior Data
Marketing leaders must optimize their tech and data capabilities. This includes making AI a pervasive presence when segmenting, personalizing and predicting buyer behavior. Get an in-depth look at the challenges and opportunities in this recorded webinar.
Watch on demand

About CMO insights

GfK understands consumer behavior — leveraging 85+ years of experience, a global team of experts, access to the world’s most comprehensive POS data, and more.  

We engage with senior marketers around regular roundtables, qualitative interviews and surveys to ensure we understand the needs of marketing leaders too. We’ve made it our mission to engage regularly with them to understand their pain points, leading to solutions that empower brands and their leaders to maximize brand and marketing performance, accelerate sales and market growth, refine media measurement, and amplify consumer and shopper intelligence.  


  • How can I use market intelligence to improve my marketing strategies?
    Market intelligence refers to insights gathered from market research and analysis. This data sheds light on target audiences, their needs and preferences, and industry trends, enabling more effective campaign planning, identification of new market opportunities, and the ability to stay ahead of competitors.  

    To use market intelligence effectively, first identify your research objectives and the specific questions you want answered. This will determine the most relevant data sources and research methods to use. Some common market research methods used by GfK include surveys, focus groups, and secondary research such as analyzing industry reports and competitor data. 

    Once you have gathered and analyzed your data, you can use the insights to inform your marketing strategy. For example, if your research indicates that your target audience values environmental sustainability, you might prioritize eco-friendly packaging and highlight your company's sustainability efforts in your marketing materials.

  • What is brand tracking, and why is it important for my business?
    Brand tracking is the process of monitoring and measuring the performance of your brand over time. This can involve tracking various metrics, such as brand awareness, brand perception, and customer loyalty. Consistently tracking and analyzing these metrics can give you insight into how your brand is perceived in the market, and help to identify areas for improvement. 

    Brand tracking is critical to uncovering how effective branding and marketing efforts are. By tracking changes in brand metrics over time, you can assess the impact of marketing campaigns and other brand initiatives. Additionally, brand tracking can help you identify emerging trends and adapt your brand strategy accordingly. Click here to see how GfK Brand Architect can help.  

    To track your brand effectively, it's important to establish clear objectives and choose relevant metrics to measure. You can collect data through various channels, such as customer surveys, social media monitoring, and website analytics. It's also important to track your competitors' brand performance to gain insights into the broader market landscape.

  • How can I measure the ROI of my marketing campaigns?

    Measuring the return on investment (ROI) of your marketing campaigns is crucial for determining the effectiveness of your marketing efforts and optimizing your strategy. There are several ways to measure ROI, depending on your specific goals and the channels you're using for your campaigns. 

    One common method of measuring ROI is to track website traffic, leads, and conversions. By analyzing these metrics, you can determine how many people are engaging with your campaigns and how many are taking a desired action (such as making a purchase or signing up for a newsletter). You can then calculate your ROI by dividing your revenue by your marketing costs. 

    Another way to measure ROI is to track customer engagement metrics, such as social media likes, shares, and comments. By analyzing these metrics, you can gain insights into how your campaigns are resonating with your audience and adjust your approach as needed. 

    Ultimately, the key to measuring ROI is to track relevant metrics consistently and use data to make informed decisions about your marketing strategy. GfK can help you and your business using our advanced Marketing Mix Modelling

  • What is customer segmentation, and how can it help my business?
    Customer segmentation is the process of dividing your customer base into distinct groups based on shared characteristics, such as demographics, behavior, and preferences. By segmenting your customers, you can tailor your marketing and sales strategies to better meet their needs, increase customer satisfaction, and drive revenue growth. 

    To segment your customers effectively, it's important to first identify the criteria you want to use for segmentation. This might include factors like age, gender, geographic location, purchase history, and other relevant variables. Once you've identified your segmentation criteria, you can use data analysis tools to group your customers accordingly. GfK can help you target the right people, at the right time to grow your brand with Consumer Segmentation.  

  • How can I stay ahead of my competitors in the market?
    Staying ahead of your competitors requires a deep understanding of your industry, target audience, and emerging trends. Conducting regular market research and analyzing your competitors' strategies can help you identify opportunities for differentiation and innovation. Additionally, staying nimble and adaptable can help you quickly respond to changes in the market and stay ahead of your competitors. 

  • How can I ensure data privacy and security in my market research efforts?
    Ensuring data privacy and security is crucial for maintaining consumer trust and avoiding legal issues. To ensure data privacy and security, it's important to comply with relevant regulations, implement secure data storage and transfer practices, and communicate transparently with participants about data collection and use. Additionally, partnering with a reputable market research firm can help ensure that your data collection and analysis is conducted in a secure and ethical manner. 

  • How can I use market intelligence to improve my marketing strategies?
    By analyzing market intelligence data, you can gain a better understanding of your target audience, their needs and preferences, and the trends in your industry. This information can help you create more effective marketing campaigns, identify new market opportunities, and stay ahead of your competitors. 

  • How can I stay up to date on the latest marketing trends and best practices?
    One way to stay informed is by attending industry events and conferences, reading marketing publications and blogs, and networking with other marketing professionals. Additionally, partnering with a market intelligence company like GfK can provide you with access to the latest data and insights on your industry and target audience. 

  • How can I ensure my marketing efforts are sustainable and socially responsible?
    To ensure that your marketing efforts are sustainable and socially responsible, it's important to incorporate environmental and social considerations into your strategy, such as using eco-friendly materials and partnering with socially responsible organizations. Additionally, measuring and reporting on your sustainability and CSR efforts can help build trust and loyalty with your customers. 

  • What are some emerging trends in marketing?
    Some emerging trends in marketing include the use of artificial intelligence and machine learning, personalized marketing strategies, and the increasing importance of sustainability and corporate social responsibility. 

  • How can I use social media effectively in my marketing campaigns?
    Social media can be a powerful tool for reaching and engaging with your target audience. To use social media effectively, it's important to develop a clear strategy, create engaging content, and track metrics to continuously improve your approach. 

  • What are some best practices for branding and brand management?
    Best practices for branding and brand management include developing a strong brand identity, creating consistent messaging and visuals across all channels, and monitoring brand perception and reputation.

  • How can I ensure data privacy and security in my market research efforts?
    Ensuring data privacy and security is crucial for maintaining consumer trust and avoiding legal issues. To ensure data privacy and security, it's important to comply with relevant regulations, implement secure data storage and transfer practices, and communicate transparently with participants about data collection and use.