GfK Forms Digital Marketing ROI Unit

GfK has combined two recent acquisitions, KN Dimestore and nurago, to create a new global practice, Digital Market Intelligence (DMI), which promises clients a complete picture of their digital marketing and advertising ROI.

DMI will offer solutions based around connecting and understanding the consumer purchase cycle, giving insights into cross-media ROI, digital marketing effectiveness and path-to-purchase. GfK says the new division will work closely with its industry groups 'to incorporate both digital and industry-specific knowledge into every project'.

Florian Kahlert, who as MD takes charge of the new division in North America, says it will offer 'a full digital toolkit' which 'leverages GfK's breadth'. He adds: 'With digital media and technologies redefining the brand experience, GfK is stepping up to help companies find the best ways to invest their marketing dollars.'

The company is online at www.gfk.com .