SSI & CPS YouGov
‍Business intelligence
for SimIT application

About “cps YouGov”

Consumer Panel Services GfK is a former GfK company and has been part of the YouGov Group since 2024. For 60 years, the pioneer in consumer research has been helping the world's most famous FMCG and retail brands plan, track and implement their product, advertising and retail strategies flexibly, quickly and with absolute certainty.

Consumer Panel Services GfK (hereinafter referred to as CPS) provides important information about who (not) buys what, where, how much, how often and why. With high-quality, seamless data, advice and expertise, they help customers provide a first-class customer experience at every stage of the shopper journey. CPS does this with advice, expertise, and access to their secure, cutting-edge source of consumer data based on a loyal, ever-growing number of panel members.

CPS observes continuous buyer behavior at various purchasing locations and is thus able to measure its influence. Motivations, behaviours and patterns in the past, present and future — CPS customers receive comprehensive and detailed insight into the complex purchasing behavior and actions of their customers. Based on these principles, they can identify trends and changing consumer behavior at an early stage and react to them.

For more information, see + https://www.gfk-cps.com

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‍challenge‍

How to use the full potential of a Business intelligence application such as SimIT exhausts? By focusing on the functions that are actually being used. SSI should find out which features are essential for cps YouGov customers and users, and which can be dispensed with during the ongoing process via anonymized KPI tracking.

100% transparent, performance-neutral and compliant with data protection regulations.

SimIT (Shopper Insights Monitor) is an established tool for data-based category management. It provides important insights for over 8,000 decision makers from the FMCG (Fast Moving Consumer Goods) and private label markets. SSI has been successfully managing the technical operation of this business intelligence application since 2014.

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procedure and
The role of SSI

After intensive personal discussions, SSI was able to customer-specific concept present SimIT for a careful and performance-neutral extension of the existing BI application SimIT. It makes it possible to obtain the information relevant to project success flexible, anonymized and in compliance with applicable data protection requirements to raise. Implementation was prioritized according to business value, successively integrated via several agile-developed versions of the business intelligence application and finally rolled out to users.

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‍Technologies used‍

.NET, MySQL, PowerBI

The result

The insights gained from the new KPIs have more than met expectations. Assumptions and individual feedback turned into well-founded and measurable findings. Expected usage patterns as well as surprising learnings were incorporated into the development of the SimIT business intelligence application and other applications used by cps YouGov. Thanks to flexible data storage, evaluation using SQL, Excel, but also expansion via Power BI, for example, is possible at a low threshold.