By Luís Daniel Rijo in Data News — Aug 31, 2020

GfK onboards data from Switzerland and New Zealand in Eyeota

The data onboarding uses propensity modeling to aggregate key offline customer attributes to geolocation and online user profiles to maximize the scale of data owners’ audiences.

Eyeota this month announced the expansion of the partnership with GfK. GfK is onboarding data from Switzerland and New Zealand in Eyeota.

GfK has data in Eyeota for Austria, Australia, Switzerland, Czechia, Germany, Denmark, Spain, France, Italy, Netherlands, Norway, New Zealand, Poland, Sweden, Turkey, United Kingdom, and the United States.

GfK has a partnership with Eyeota since 2016.

Eyeota says the data onboarding uses propensity modeling to aggregate key offline customer attributes to geolocation and online user profiles to maximize the scale of data owners’ audiences. According to Eyeota, the modelling and geolocation matching approach expand the scale of GfK’s offline data by an average of 3,000 times. Eyeota gives the example of Spain, where GfK identifies 1,645 high purchasing power postcodes as “Affluent Spenders,” which Eyeota is able to scale by matching to 7.5 mil. corresponding unique online profiles.

“Eyeota’s unique solution to data onboarding enables us to deliver addressable digital audience profiles at scale consistently across Europe, Australia and the U.S.,” says Jascha Metin, Senior Sales Consultant at GfK. “We look forward to continuing our partnership leveraging Eyeota’s data expertise as we expand our audience offering into Switzerland and New Zealand.”

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