Sponsor Interviews

GfK Italia

Sales Effectiveness: measuring for growth

To better invest their resources, companies need to rely on a reliable search method. Sabrina Melinu, Solution Lead Italia – Sales Effectiveness of GfK talks about it

What does the ASSIRM Marketing Research Forum mean for GfK?

For us at GfK, the Assirm Marketing Research Forum is an unmissable event. A moment of confrontation, sharing and – why not? – a professional challenge with ourselves and with our ability to innovate and to communicate our innovations.

The focus of this year is research as an opportunity of business growth for companies. What are the main issues of your speech at the Forum?

Our speech will be closely related to this edition’s topic. The goal of Sales Effectiveness research is to help companies to better invest their resources – both economic and human resources. Today, budget reductions are common among many companies. For this reason, it becomes increasingly important to understand what is really supporting sales and what the ROI of each touchpoints is. There is no Marketing Mix that suits for everyone. However, today it’s possible to carry out reliable and structured studies, based on granular data, which allows us to understand how our products are really influenced by this or that ATL or BTL activity. GfK’s approach is focused on the client, building the whole study around his products. The ultimate goal is to optimize the 360° Mix (Media, Digital, Promo, etc.), providing clear recommendations for Marketing, Communication and Trade Marketing professionals.