Advertising contacts and purchasing data from one source

Bonsai Researchesearch will be the exclusive partner of the panel provider Gemius from 1.9.2021.
The most exciting aspect of the cooperation for branded companies is that media usage and purchase data come from one and the same person (single source). All websites visited and the advertising contacts there (including walled gardens) are tracked. The software also recognises TV and radio spots and measures the real advertising contact. Bonsai covers the shopper part: the documentation of the shopper's purchases is also done via smartphone - by scanning via the Bonsai app. Measurements and scans can be used to identify people with specific purchasing or media usage behaviour - and to ask them about their motives.

Measuring and analysing touchpoints and advertising contacts
"Through the cooperation with Gemius, we are able to analyse the direct connection between the advertising contact and the purchase of products. This allows us to decode the entire shopper journey online and offline for our clients," explains Jasmin Pampuch, Head of Shopper Research at Bonsai: "We have already done a number of studies together for our clients and are sure that our cooperation will provide an exciting approach to generate new, valid insights for all manufacturers and advertisers."

"We offer manufacturers unique opportunities because we have created the technical conditions for this like no other provider in Germany," adds Marta Sułkiewicz, Managing Director of Gemius GmbH. "Each panel participant is equipped with a prepared smartphone that captures all acoustic signals and coordinates through sophisticated microphone technology - i.e. radio spots and TV advertising on the one hand, and out-of-home media on the other. The number of Gemius panel participants in Germany will double from the current 1,600 to 3,000 by the end of 2021.

Comprehensive and detailed picture of the customer journey
By combining behavioural data, documentation of purchases via scanner and surveys, a comprehensive picture of the shopper journey can be obtained. On the other hand, the effects of individual touchpoints and media channels can be determined in detail. "The key to a better, deeper understanding of the increasingly fragmented consumer journeys lies in the linking of the different data," emphasises Bonsai-CEO Jens Krüger: "We started at Bonsai 15 years ago with this claim. Through innovative tools and technologies, as now through the cooperation with Gemius, we are still getting a bit closer to the consumer and delivering results that really help companies."

Large confectionery study from October to December 2021
For the launch of the cooperation, there is a special "treat" for all interested companies from the confectionery sector (especially chocolate and biscuits). Bonsai and Gemius will be tracking the consumer journeys of all panellists from October to December - in the exciting run-up to Christmas for manufacturers - and analysing the receipts (purchasing behaviour), the shopper journey (tracking data) and motives (survey). Anyone who still wants to join can contact Jasmin Pampuch until mid-September.

Meet our experts this week at the HORIZONT Advertising Effectiveness Summit and the planning & analysis insights 2021 in Frankfurt - and learn more!

Contact at Bonsai:

Jasmin Pampuch, Head of Shopper Research at Bonsai
+49 421 4602222
jasmin.pampuch@bonsai-research.com

Jens Krüger, CEO at Bonsai
+49 160 8835825
jens.krueger@bonsai-research.com

Contact at Gemius:

Marta Sułkiewicz, Managing Director Gemius Ltd
+48 728197590
marta.sulkiewicz@gemius.com

About Bonsai Research Bonsai was founded in 2004 as a specialist for test markets, shopper research, analytics and mystery research. With more than 15 years of experience in the national and European consumer goods and health care market, Bonsai has developed from a media test market into an experimental platform for marketing innovations with a focus on retail (including food retail, drugstores, DIY stores and pharmacies). Bonsai offers experimental market research close to the customer and accompanies innovations from idea and concept development to the launch of a product or service - and beyond.

About Gemius Gemius is an international technology and research company that provides data and advanced tools for digital and traditional marketing activities - such as web analytics, online campaign management and ad serving. The company provides comprehensive, cross-media solutions for marketers, advertising agencies, publishers and e-commerce. Gemius has been in the market since 1999 and is a member of IAB Europe and I-COM Global.

Bonsai and Gemius decode the customer journey anew