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New data tool: Marketing Cockpit

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Which tools are designed for which research? An overview:

360 Grad Research

New data tool: Marketing Cockpit

13. July 2012

First web-based access to scanner and customer card data in supermarkets and consumer markets.

Exclusive collaboration with tegut... .

gps dataservice GmbH, Neu-Isenburg, a market research company specialising in "Real Life Shopper Research", is now offering the latest data tool, "Marketing Cockpit", for the brand-name article industry.

The "Marketing Cockpit" enables manufacturers to access current information such as article and product information based on scanner and customer card information, at any given time.

The objective of tegut... is to obtain a better understanding of consumer needs and, together with the food and beverage industry, better cater to the needs of consumers.

The tegut... customer card, the "gute Karte", was introduced in 1994. Due to the high level of coverage (about 50% of turnover has resulted from the tegut... gute Karte), the database is a good representation of consumer households.

The data pool includes over 100 representative markets of tegut... with a total of 75,000 consumer households that are regular tegut... shoppers.

Valuable insights into consumer behaviour are thereby gained. The development of the current rate of sales and repurchase rate, purchase frequency and purchase volume of articles can be monitored and compared with articles in the same category. Moreover, further insight into consumer behaviour in promotional sales as well as regarding the socio-demographic profile of consumers can be gained.

The "Marketing Cockpit" is web-based and can be accessed from any computer and without any additional software.

Access can be selectively delimited to include a manufacturer's articles, a specific competitor's articles or an entire range of the same class of articles.

By using the selection menu, relevant data can be retrieved in table or diagram format and exported into various document formats (Excel. Word, PDF, CSV).

Data protection

tegut... data is captured by this tool anonymously in aggregate data so that no inference can be made and individual household privacy remains protected. The data transfer happens via secure data lines/in encrypted form.

Our trading partner in Germany:

  • Aral
  • Edeka
  • Globus
  • Globus Baumarkt
  • real,-
  • Rewe
  • tegut...

Our customers from FMCG: