Marketing Effectiveness

What Is the Marketing Effectiveness Center of Excellence?

The Marketing Effectiveness Center of Excellence is a global team of research specialists supporting the GfK NOP business units in helping you create and manage marketing strategies that deliver a competitive edge. Our experts take a uniquely holistic view of brands and communications, recognizing how your own and competitor marketing activities interact to drive your results. As a result, we create groundbreaking new approaches—and add inventive enhancements to existing methods—to build the most powerful custom and syndicated solutions to your marketing effectiveness challenges:

• Developing and pretesting brand, product and service concepts, as well as communications and packaging
• Evaluating advertising effectiveness
• Assessing brand health and positioning against objectives
• Developing stronger marketing and media plans—and managing their in-market effectiveness
• Optimizing the marketing mix to improve return on investment
• Gauging how efficiently your executions achieve awareness
• Diagnosing areas for effectiveness improvement, considering both emotive and rational messaging elements

Drawing on the profound knowledge, rich experience and robust benchmarking data in the Marketing Effectiveness Center of Excellence, GfK NOP offers you tactical and strategic guidance across the full marketing process—from planning marketing programs to testing creative options to refining communication strategies. Partnering with GfK NOP's sector experts, we provide specialized input into the design, analysis and interpretation of your research. So you can understand cause and effect relationships…anticipate the success of new products and communications…and quantify ROI at both a macro level (total spend) and micro level (investment in a specific execution).