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Audience Data Sessions: Q&A with GfK
By: Tim Weber, Sales Consultant / Partners & Banking (Geomarketing)
Q&A with Tim Weber, a Sales Consultant / Partners & Banking in the Geomarketing division of GfK
CAN YOU INTRODUCE YOURSELF AND YOUR AUDIENCE SOLUTIONS?
My name is Tim Weber and since April 2021 I work as Sales Consultant/Partner Sales & Banking for the geo-marketing division of GfK. In January 2022 I was additionally given responsibility for our partnerships in the programmatic advertising industry, including Eyeota.
For over 85 years, GfK has earned trust of its clients around the world by solving critical business questions. Our digital maps, potential data and expertise are the basis for carrying out accurate geographic analyses in geo-marketing software and business intelligence systems, driving marketing, sales and organizational effectiveness of our clients and partners. That’s how we promise and deliver “Growth from Knowledge”.
WHY HAVE YOU PARTNERED WITH EYEOTA?
Since 2010 Eyeota has been dedicated to providing customers with data confidence and delivering solutions which help maximize the value of audience data for digital marketing. Eyeota’s data scientists, audience experts and proven methodology help us make our offline data available online and connectable with other data for optimal audience targeting, while always ensuring data privacy. Key is Eyeota’s proven track record and leading position as a global gateway to media agencies, demand side platforms and data platforms, which makes our partnership exciting, successful and trustworthy.
IN WHICH MARKETS DO YOU OPERATE?
GfK geodata ranges from regional sociodemographic figures showing regional age and household type distribution and our own value-based consumer typology to the core of our portfolio, which is our purchasing power family. Purchasing power shows the total disposable income generally, for retail and specifically for 16 categories ranging from food to home improvement/gardening. The data is available for all major European markets as well as the United Kingdom, Australia, New Zealand, South Korea and now also for the United States and Canada for digital campaign activation on display, video and social channels including Facebook, Instagram, Twitter, Pinterest and Snapchat.
CAN YOU DISCUSS THE IMPORTANCE OF AUDIENCE DATA IN TODAYS DIGITAL ADVERTISING LANDSCAPE?
Despite an even more digital world, location-related questions are still of high importance: Where are consumers with certain preferences located? Where are ci-ties or regions with especially high purchasing power? Where are consumers with certain lifestyle, shopping profile or affinity?
Our regional data enables marketers by enriching online gathered audience information with geographic details on regional demographics, spending capacity and consumer typology. Regarding the upcoming ban of 3rd Party Cookies, alternative data will become even more crucial in the future for successful targeting.
HOW CAN BUSINESSES LEVERAGE GEODATA TO IMPROVE ADVERTISING STRATEGIES?
Markets are regionally diverse and have local structural strengths and weaknesses for their development. Regional diversification of advertising campaigns and targeting to the prevailing wealth level, preferences and consumer typology saves re-sources and increases the success and efficiency of marketing.
Drawing on various high-quality primary data sources plus our proven geoanalytical methodology, generally speaking, we flag each postcode area as high above average, above average or below average compared to the total market, e.g. regarding disposable income. After selecting the data via Eyeota’s Audience Market-place, the matching is done automatically in the background, leading to precise and customized advertising display.
The arising benefits are clear: By understanding how consumer attributes vary regionally, marketers can tailor campaigns and messages for maximum impact. Imagine a bike manufacturer planning advertising on its social media channels for its new premium mountain bike. By using our data on young age groups plus bike spending, they can focus their campaigns accordingly, resulting in a much more personalized communication strategy.
Interested in using GfK audiences for your digital advertising campaigns?