NEW YORK--(BUSINESS WIRE)--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 4th 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; distribution)
- 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.
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.