With “dark” marketing – highly targeted campaigns invisible to the general public -- now accounting for 90% of social media spend, marketers often have little knowledge of the campaigns reaching their most important consumer segments.
GfK and digital measurement innovator BrandTotal have joined forces to illuminate this unseen world, tracking ads that were previously invisible to all but the targeted individuals – and allowing brands to optimize their campaigns in real time based on this intel.
The new partnership leverages BrandTotal’s innovative digital marketing intelligence solutions and intuitive reporting platform. Utilizing the power of artificial intelligence, BrandTotal can identify, aggregate and analyze marketing campaigns across the digital and social media ecosystem.
GfK brings segments into the BrandTotal environment by leveraging MRI’s market-leading Survey of the American Consumer® database, which captures the attitudes and activities of consumers nationwide through 24,000 interviews annually and allows the BrandTotal data to be weighted to reflect the US population.