GfK has announced that it has made a strategic investment in media tech solutions provider, Genius Digital, in order to enhance its audience measurement offerings.
The agreement gives GfK’s clients access to Genius Digital’s data capture and collection technology, which will be fed into GfK’s audience measurement services and complement its existing TV, digital and mobile measurement technologies.
In return, GfK will invest in Genius Digital’s product portfolio and technical capabilities.
Genius Digital provides applications that enable operators to “capture, interpret, analyse and act upon customer data” collected from IP-enabled video devices.
With an increasing amount of data being generated by connected TVs, multi-screen services, advanced advertising and social TV, it is becoming increasingly complicated for operators to collect, integrate, and manage their customer data.
The collaboration intends to extend the range of services offered to TV service providers, delivering an ‘end to end’ customer satisfaction program to cable and IPTV operators.
“Through this partnership, we gain a more complete view of the TV service customer – their behavior and their attitudes, and how these inter-relate,” said Dr. Gerhard Hausruckinger, management board member of GfK.
“We can quantify the impact that quality of service has on brand and customer recommendation, and we can feed customer behaviour analysis into our clients’ CRM teams. On top of that, we gain greater insight into the viewing choices of the digital TV audience, in real time, enriching our global audience measurement capabilities.”
