GfK and Eyeota Expand Partnership

Audience profiling firm Eyeota has expanded its data onboarding partnership with GfK to New Zealand and Switzerland, adding to fifteen countries already covered by the deal.

Founded in 2010, Eyeota works with marketers, data owners and research companies to provide 'distinct, comprehensive and qualified' audience data for insight, decision-making and marketing purposes. The firm operates in Europe, Asia, Australia and the Americas and has partnerships with a large number of research groups, first working formally with GfK in 2016.

The Onboarding deal, which already operates in the USA, Australia, Turkey and twelve European countries, allows GfK to use Eyeota propensity modeling tech to map its own off-line customer attribute data to geolocation and online user profiles. For example, the firms say that in Spain GfK identifies 1,645 high purchasing power postcodes as 'Affluent Spenders', which Eyeota can match to 7.5 million unique online profiles. The resulting insights can be used for cross-platform digital campaign activation, and to optimize social marketing efforts.

According to Jascha Metin, Senior Sales Consultant at GfK, 'Eyeota's unique solution to data onboarding enables us to deliver addressable digital audience profiles at scale consistently across Europe, Australia and the US. We look forward to continuing our partnership leveraging Eyeota's data expertise as we expand our audience offering into Switzerland and New Zealand'. Marc Fanelli (pictured), SVP Strategic Partnerships and Global Data Supply at Eyeota, comments: 'Expanding our partnership into Switzerland and New Zealand means we can deliver even more localized offline consumer research insights as digital audience profiles to organizations for globally-consistent consumer targeting, a critical capability for multinational marketing campaigns'.

Web sites: www.eyeota.com and www.gfk.com .