GfK launches automated analysis unit

Supercrunch is designed to support high-frequency, tactical marketing decisions, from product launches to the optimisation of pricing and advertising, through automated analytic solutions. 

The new independent unit will be run by Norbert Wirth (pictured), previously global head of data and science at GfK, and will offer its services in Germany first, with the UK and France to follow later in the year. The unit’s entire focus will be on data analysis and its technical implementation in decision-making systems.

"We have assembled an interdisciplinary team of data scientists, software experts, consultants and industry specialists for Supercrunch" said Wirth. 

"With this combination of skills, direct access to data and our technologies, we are optimally equipped to solve the most wide-ranging specific customer challenges in the age of big data."