GfK creates digital ROI measurement division

The Digital Marketing Intelligence unit will incorporate technology from recently acquired companies Nurago and KN Dimestore to provide insight into digital performance. Services on offer will focus on cross-media ROI, digital marketing effectiveness and path-to-purchase research.

Florian Kahlert (pictured), managing director of Digital Market Intelligence in North America, said: “Leveraging GfK’s breadth, we are building a full digital toolkit, of which Dimestore and Nurago become foundational elements. With digital media and technologies redefining the brand experience, GfK is stepping up to help companies find the best ways to invest their marketing dollars.”