GfK Partners for Financial Segmentation Offer

GfK has partnered with audience data firm Eyeota to offer a new range of financial segments, the first to be based on information from its Financial Research Survey (FRS). FRS data is also being added to GfK's Crossmedia Visualizer platform.

The FRS was established in 1977 and provides in-depth coverage of the retail financial services market in Britain. The new segments combine demographic information with data on individuals' financial holdings and behaviour, including financial product ownership (eg credit cards, current accounts, insurance, loans and pensions); financial status; and financial behaviours (switchers, loyals, borrowers and bank access methods).

Eyeota has already announced one segmentation partnership this week, with Ipsos in Australia. The new GfK deal will make the financial segments available for programmatic data activation and digital advertising.

Simultaneously, GfK is integrating financial profiling data into its Crossmedia Visualizer tool, which provides a rounded view of consumers' online activities - the data added included products and brands currently owned, and intention to purchase in the next 12 months.

Alessandro De Zanche, Global Product Lead - Data Activation at GfK says the move means brands can now target specific audiences for online advertising based on financial criteria, and suggests the option will also be of interest to clients outside the financial services industry.

Kevin Tan, CEO of Eyeota says access to 'GfK's unique pre-defined segments' will provide 'hugely valuable insight' and help advertisers improve the return on investment of their campaigns.

Eyeota was founded in 2010 and has offices in Berlin, London, Melbourne, New York, Singapore, Sydney and Tokyo. Web sites are at www.gfk.com and www.eyeota.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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