White paper: From reach to impact: optimize the consumer journey

Download our free white paper.


With the GfK Touchpoint Planner you know which touchpoints have the highest reach and impact during the consumer journey, and are thus able to achieve a higher ROI on your marketing investments. This advanced methodology covers the entire consumer journey, before and after purchase, and distinguishes reach vs. impact.

GfK's newly developed Touchpoint Planner:

  • Can capture complex dynamics in the consumer decision process and the period after the purchase.
  • Not only provides information on how effective different touchpoints are but also information on what content is expected at individual touchpoints with a product and to what extent it has been fulfilled to date
  • Can record the (alternating) effect of touchpoints according to target groups/personas as well as occasions of purchase.

Interested in the ´Consumer Decision Journey´ concept? This white paper gives you the insights.