FxS2017

Breakfast Session

Do More With Your Data

Natasha Stevens

EVP, Digital Experiences & Data Integration, Consumer Experiences

Disruptions across our business

Speed

Attention

Behaviors

Data on everything is everywhere

Data on everything is everywhere

Optimizing data in a disruptive environment

TargetedH&W

Consumersegments

Multiple Data

sources

Metered panel

Overnightsurveys

Getting digital content & ads right for key Health & Wellness segments

CLIENT ISSUE

Better targeting

of segmentsonline

Improvedbrand

presence

Guideddigital

communicationStrategy

Pinpoint howto influenceconsumers

Contentdevelopment

strategy

Powerful Digital Behavioral ProfilesBUSINESS IMPACT

DataIssues to address

Efficientuse

Properuse

Quality

DATA

DataSolution

all GfK data brought together into a single system – allowing a searchable catalog to be set up to easily identify data that addresses client business issues

Searchable Catalog

single catalog allows rule implementation to prevent unalloweduses of the data

Data Governance

data fusion engines with pipe-lines to standard analytics as well as customized datasets for ad hoc analysis

Standardized Analytics

DataDevelopment efforts in action

DataDevelopment efforts in action

Infrastructure supports ingestion of new and/or client-specific data sources

Clientretail sales

data

Set topbox data

Customersatisfaction

data

LoyaltyCard data

(3rd-partyanonymousmatching)

Geo-marketing

data

Case StoryGoals

Predict futuresales by retail

location for client-owned, single-

product categorystores

Identify theimpact of best

practice customersatisfactionprograms

Case Story

Process

GfK’sPredictive

Model Toolbox

Case StoryResults

Deliveredhighly predictive

sales model

Identifiedfulfillment ofclient’s long-

standing brandpromise

High impacton predicted

sales