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19.04.2021

Profiling consumers through advanced digital behavior measurement

As FMCG manufacturer you sometimes might want to target a specific audience. You may ask yourself the following questions:

  • What are the online media preferences of my brand’s target group?
  • What key domains / apps do they use? What are key competitor websites?

Our insights come from passively measured web and app use at home, on smartphones, tablets, PCs and laptops so you can get an accurate picture of your target group. Plus, we code all the data using a unique process that helps identify the most relevant online content for your audience. Also, we track to FMCG purchase behavior so we can distinguish different shopper groups.

We can complete the full picture of your marketing target group with more granular digital behaviors. Using our Digital Profiling, you can identify media preferences of your key target groups to gain a better understanding of their digital behavior and optimize strategic media planning.

This supports your communication strategy and also provides insights into segment activation for digital campaigns. DUP presents you the most popular web activities, the most visited websites, the strength of internet connection as well as the most popular web apps of your target audience. And comparing to total online population or another specific audience you define.

We are able to provide a whole range of analysis using advanced single-source data from GfK Crossmedia Link panels. The typical output is a comprehensive report including top 20-30 websites and apps and related to your KPIs, such as reach, duration/user or page impressions/ user. We then compare online behavior of your target group with a certain benchmark such as online population.

Use case: Page impressions and reach matrix across Dutch consumers (24-54 years old; interested in cooking)

Where and how to address your target audience? In the specific case of the Dutch market below, the graph shows which websites and apps have a high reach and number of visits within the target group 25-54 years old and with high interest in cooking. Instead of the usual suspects such as supermarkets or discount stores, the target group can be reached on certain social media channels or online retailers, for example. This gives manufacturers an idea on which platforms to advertise or cooperate with.

Besides attitudes and values, we are also able to draw conclusions on overall consumer behavior over time and compare it with a period in the past. Clients are able to see absolute reach numbers of websites/apps where target audience is over-indexing. This helps to get a sense of how to balance between relevance and reach.

See our sample report “Pre vs. During COVID-19: Changes in time spent online (Germany)” where we examined the average daily time spent online in Germany before the crisis versus during the pandemic to understand how behavior has changed. Additionally, we looked at the health of various categories to get an idea of where to advertise. 

Discover the powerful insights of GfK's Digital Usage Profiler (DUP).

DUP is part of our Integrated Solutions, based on single-source data from GfK Crossmedia Link panels.

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