GfK Brings German Efficiency to Web Ad ROI

GfK is making waves in the burgeoning area of linking FMCG purchases and online ad campaigns, with the launch of a new service, Web Efficiency Panel (WEP). WEP has been developed in partnership with technical solutions provider Nurago and boasts Google as a 'technical advisor'.

GfK Panel Services Germany will use its German ConsumerScan panel of c.20,000 participants to measure the Internet usage of around 9,000 households (15,000 internet users). The WEP will then measure FMCG purchases in specific stores and link them with online advertising campaigns, search engines and home page hits, helping advertisers and marketers make decision based on 'empirical' ROI data. GfK says future expansion of the system 'will also make it possible to assess advertising campaigns across all the media... since the panel can also supply data on TV and print campaigns.'

The GfK / Nurago software lists all URLs visited by users and also records all the advertising 'popping up' on users' screens. Advanced Business Solutions, part of GfK Panel Services Germany, will take this data and 'use statistical methods to 'calculate the probability of consumers buying a given product as a direct result of online advertising'.

The researcher plans to expand the ConsumerScan panel to a total of 30,000 households and to extend the WEP sample group to at least 12,000 households, with 20,000 internet users. It may also transfer the WEP concept to its ConsumerScope panel, which delivers data on the financial services, tourism, retail and automotive industries.

Web site: www.gfk.com .

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