GfK Builds Team for New Martech Service

GfK has appointed three execs to lead a new Customer and Audience Activation service, which creates segments using local audience data from partner firm Eyeota. Existing employee Niko Waesche will lead the unit while Cornelia Reitinger and Lauren Coppin join as Directors.

The new service takes GfK data including pan-European purchasing power and combines it with Eyeota audiences to create aggregated segments for digital activation / ad targeting. The partnership was launched a year ago in the UK and Europe, and the companies also rolled out a new range of financial segments in November.

The firm says further segmentation enhancements and international launches are in development, with the first, Purchasing Power for Retail Product Lines, due in April.

London-based Waesche (pictured top) was formerly GfK's Global Industry Head for Media and Entertainment, and has been closely involved with the Eyeota partnership since its inception. Reitinger (pictured centre) joins as Director of Business Development, and worked previously at LiveRail (acquired by Facebook) as Publisher Development Director. Coppin (pictured, below) worked previously at Oracle and Datalogix, and joins as Director of Data Partnerships.

The new arrivals will work with Global Product Lead - Data Activation Alessandro De Zanche, who joined in February 2016.

Waesche comments: 'Our new team brings a wealth of martech experience which will help put GfK, with its long history in data, science and research, at the forefront of data activation and marketing technology'.

Web site: www.gfk.com .