GfK, Emory University to Present Advanced Techniques for Enriching Digital Data, Illuminating Today’s Customer Journeys

  GfK, Emory University to Present Advanced Techniques for Enriching Digital
  Data, Illuminating Today’s Customer Journeys

  Researchers will share case studies in which attitudinal, behavioral data
              combine to reveal online/offline paths to purchase

Business Wire

NEW YORK -- February 28, 2013

Today, availability of consumer data is rarely an issue for marketers and
researchers -- but making this wealth of information actionable for specific
brands is a challenge. Addressing this need, GfK and Emory University will
co-present cutting-edge approaches to enriching digital data in a presentation
at the American Marketing Association’s “Analytics With a Purpose: The Human
Edge of Big Data” conference.

The session, “Fusing Behavioral and Attitudinal Data to Generate Customer
Insights,” will take place at 1:45PM on March 4^th at the U.S. Grant hotel in
San Diego, CA. Presenters will be

  *Douglas Bowman, Professor of Marketing, Co-Director,
    Emory Marketing Analytics Center, Emory University
  *Natasha Stevens, Vice President, GfK’s Digital Market Intelligence team

The presentation will share case studies from automotive and packaged goods in
which digital behavioral data is enriched by and fused with information from
other sources. For example, by leveraging a representative consumer panel
researchers were able to trace purchase journeys from online to offline
locations with single-source data. The result is a deeper understanding of the
exposed group and how to optimize targeting and execution against that cohort.

The presentation will encompass data points from multiple arenas including:

  *Brand activities in the marketplace (advertising efforts and messaging;
    product additions, deletions, enhancements; pricing and promotion;
  *What consumers are saying about brands (consumer-generated social media
    content; customer-initiated contacts with firms)
  *How consumers are feeling (consumer attitudes and mindsets towards brands)
  *What consumers are doing

“By capturing a variety of activities and attitudes for the same target
audience, marketers can make ‘Big Data’ relevant and actionable,” said
Stevens. “GfK is glad to be partnering with Emory in exploring new ways to
bring online and offline data streams together, for the benefit of brands,
media companies, and other stakeholders.”

As a global product group, GfK’s Digital Market Intelligence (DMI) provides
insight into the digital marketing landscape, as well as expertise in applying
digital research techniques. With a deep understanding of the digital market,
coupled with methodological expertise and flexible technology platforms, DMI
helps brands optimize touch points (experience points) with target audiences.

The DMI portfolio of solutions is designed to address digital marketing
challenges from the evaluation of customer purchase journeys through to
cross-media campaign measurement and digital campaign optimization.

About GfK

GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2011, GfK’s sales amounted to EUR 1.37 billion.

To find out more, visit or follow GfK on Twitter:


GfK Marketing and Communications, Consumer Experiences North America
David Stanton, 908-875-9844
Vice President
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