GfK enhances ad campaign dashboard, introduces overlay tagging
Campaign evaluation toolkit allows agencies, advertisers to assess, course-correct quickly
NEW YORK - GfK’s Digital Market Intelligence (DMI) team has released the first in a planned series of 2013 enhancements to its top-quality solutions for digital ad campaign evaluation, expanding its client dashboard and introducing overlay tagging of ad units.
“We are working continuously to meet our clients’ existing needs and anticipate future ones, building greater convenience and accountability into our systems. Together with our clients and partners, we keep raising the bar in digital campaign evaluation.”
The improvements will give GfK clients quicker, more seamless access to the insights they need to decide if a campaign is reaching intended targets and meeting brand goals. The DMI suite of services is setting the standard for accurate and actionable campaign measurement.
“Agencies and clients need to take full advantage of the targeting and in-market course correction that digital ad campaigns allow,” said Florian Kahlert, Managing Director for North America of GfK’s Digital Market Intelligence. “We are working continuously to meet our clients’ existing needs and anticipate future ones, building greater convenience and accountability into our systems. Together with our clients and partners, we keep raising the bar in digital campaign evaluation.”
The new DMI dashboard will provide
- survey status and data collection alerts and monitoring for our self-service clients
- real-time results for our multi-question, short-form ad effectiveness studies
- balancing (weighting control to match exposed) of real-time data
- “on-the-fly” data filtering and cross tabulation by all data points collected – including site, creative concept, and responses to other questions in the survey
- real-time testing for statistical significance with selectable confidence intervals
In addition, DMI has also released a new set of overlay tags, which are used to simplify campaign measurement implementations, particularly in campaigns with rich media components.
GfK’s dedicated Digital Market Intelligence (DMI) team provides precise understanding of the digital marketing landscape worldwide, together with expertise in applying digital research techniques. Its portfolio of solutions helps brands optimize touch points with target audiences and address digital marketing challenges, from the evaluation of customer purchase journeys 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 2012, GfK’s sales amounted to EUR 1.51 billion.