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For the first time, all direct marketing activities can be measured in a representative panel. GfK ConsumerScope is thereby once again the pioneer for innovative data generation that to date really is unique. A specially recruited household panel with 3,000 participants serves as the basis for the analysis of addressed and partially addressed advertising mail. The e-activities such as e-mail, SMS, MMS and telephone calls from call centers are integrated in the next step.
In principle the categories observed are not restricted. A restriction results rather from the fact that some categories are not advertised by way of direct marketing. Consequently the analysis ensues for all of the categories observed.
The panel household collects all advertising received in the mail and sends these at the end of the month to GfK. There the mailings are further processed according to uniform standards.
Reporting is carried out monthly, i.e., there are 12 evaluations per year.
GfK Panel Services
+49 (0)911 395-4157
dmp@gfk.com