Real-time platform will reveal targeted “dark marketing” campaigns, deliver competitive advantage

GfK – the leader in consumer and market intelligence and analytical and consulting services – today announced an expanded partnership with BrandTotal, the leading social competitive intelligence and brand analytics platform. This partnership offers a powerful new solution for Mexican companies: the availability of real-time market intelligence for paid social media advertising.

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With “dark” marketing – highly targeted campaigns invisible to the general public – now accounting for 88% of social media advertising spend, marketers often have little knowledge of the ads reaching their most important consumer segments. To break through this measurement roadblock, GfK and BrandTotal’s partnership allows marketers to track social advertising campaigns – including dark marketing – that target clients’ customers.

The new offering empowers marketers to:

• Track competitor activities – including paid, organic and dark campaigns – across multiple platforms
• Benchmark and optimize digital campaigns in real-time for custom consumer segments and goal setting
• Effectively measure their brand against competitors and unlock their entire social advertising performance and strategy
• Compare interactions and effectiveness across digital and social channels
• Identify and address consumer net sentiment and engagement changes to campaigns over the course of weeks or months

The GfK and BrandTotal partnership brings together BrandTotal’s unmatched social media marketing intelligence platform with GfK’s global expertise in brand measurement and marketing, driving growth and increased brand value. GfK data and marketing science teams leverage and integrate BrandTotal data to help clients extract maximum value from social media data to answer business questions from different stakeholders.

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The two companies joined forces in 2019 and have been working in the US, where BrandTotal has been adopted by key GfK clients. Because of this outstanding performance, the partnership is now expanding to Mexico.

“Most social media advertising campaigns are invisible to the public, resulting in reduced business intelligence and blind spots,” said Ricardo Barrueta, General Manager, GfK Mexico.

“With this new solution, powered by BrandTotal, Mexican companies will now see the whole picture, tracking not just their own social ads, but their competition’s ads, including user engagement, net sentiment, creative choices, and beyond. This will help them make the right decisions, at the right time, for more effective marketing strategies.”

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