NEWS27 June 2013

GfK launches brand experience tracker

Data analytics Europe

GERMANY — GfK has launched a communications tracker that maps the effectiveness and impact of brand touch points.

GfK Experience Effects provides a measure of all the ‘experience points’ that consumers find most memorable for a particular brand together with what social and emotional reactions each point triggers.

After measuring all the experience points – be it advertising, sales personnel, word-of-mouth – it prioritises them to show how well the brand is performing against a direct competitor and how influential each point is in driving consumer purchases.

Global director of communication efficiency at GfK Nathalie Mandavit said: “Several of our clients are seeing significant results from using GfK Experience Effects. We deliver a very different understanding of experience point ROI from that gained by only measuring the traditional touch point reach effectiveness.”