logo EN

GfK Attribution+

Enhance shopper profiles with behavior-based insights

What it is

Attribution+ allows retailers to complete and enrich loyalty card data with info from GfK Consumer Panels. Without the need to match data of individuals, the platform can add missing household information such as age, size, and spend at competitors calculated on the basis of the robust sample from GfK Consumer Panels. 

How it works

The system relies on two fundamental elements:

  • GfK Consumer Panel data – consist of robust shopping histories from thousands of households in different countries over several years.
  • SO1 Engine – a cutting-edge artificial intelligence (AI) that can learn on basket data and analyze the market at scale.

The tool is using deep machine learning and different trained models to process GfK Consumer Panel data in order to accurately predict values on socio-demographic and behavioral attributes.


The collaboration of GfK and SO1 enables our clients to combine GfK data and SO1 AI as integrated solutions: real campaigns, more insights, closing gaps, correcting faulty data, introducing competitive intelligence.

Try Attribution+ for yourself. Get two attributes—age and household size—free for six months.

Get your free trial

Related Products

  • GfK Point of Sales Tracking

    Product tracking comparison tool measuring market share and brand performance. Data from both retailer and reseller. Regular POS insights across all relevant channels.

    Read more
  • GfK Shopper Behavior

    Support your marketing decisions with comprehensive data and analysis of buyer behavior at all stages of the purchase journey and product lifecycle.

    Read more
  • GfK Why2Buy

    Custom surveys run on GfK’s Consumer Panel to understand the ‘why’ behind shoppers’ purchase behaviour. Results are calibrated to panelists’ purchase behavior.

    Read more
  • GfK Demand Forecasting

    Accurate and timely sales forecasts to understand current and future demand for technology devices. Based on GfK’s Point of Sales data and global and local experts

    Read more

Related Insights

  • 26.05.2020

    White papers

    Fit for tomorrow: Analyzing locations

    Download our white paper "Fit for tomorrow: Analyzing locations in the fitness industry with RegioGraph LocationAdvice" for free.

  • 26.05.2020


    Map of the Month: GfK Purchasing Power, Switzerland 2020

    GfK's Map of the Month for May shows the regional distribution of purchasing power in Switzerland in 2020.

  • 01.06.2020


    Perfect your promotional tactics with weekly sales insights

    Weekly POS tracking gives marketing managers the tailored insights they need for making the right decision at exactly the right time.

View all Insights