NEWS3 August 2012

GfK creates digital ROI measurement division

North America Technology

US— GfK has formed a new global practice to help give clients a complete picture of their return on digital marketing and advertising spend.

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.”