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Multi-Cloud: How GfK Wants To Revolutionize Market Research

GfK wants to strengthen its position in the market further and drive digitization forward. For this purpose, the market research institute relies on a multi-cloud environment. It can thus position itself as a reliable partner in the field of data analysis and market research.

Relevant data is GfK’s philosophy to support its customers on their way to digitization efficiently. The emergence of new competitors and the increasing demands of customers for efficient data processing prompted GfK to make fundamental changes: the market research institute had to accelerate its digital transformation with the help of the multi-cloud to remain at the top. “We are aware that we need the right IT solution to meet market needs. In the highly competitive markets, it’s all about speed: Fast results and applications are significant. At the same time, high quality is crucial,”, IT Infrastructure Manager at GfK.

Multi-Cloud: Dissolve In The IT Infrastructure

The biggest challenge was to break up an outdated IT system made up of many infrastructure silos. The original focus was on a collection of different cloud providers, which caused high costs and stood in the way of flexible and scalable use. However, for GfK and its customers, success is based on the constant development of new, innovative methods and measurement technologies. In this way, the company managed to improve its position in this highly competitive market environment and strengthen and secure it with a conscious and future-oriented digital strategy.

High Standards For The Best Results – How The Multi-Cloud Can Help

Four years ago, GfK expanded its on-prem infrastructure and simplified the cloud environment with a modern automation platform. The market research institute thus laid an essential foundation stone in the direction of modern infrastructure. Thanks to the multi-cloud with self-service automation, the complexity of the IT landscape was reduced, and a DevOps-capable automation platform was provided.

As a result, GfK now has a secure infrastructure and more efficient operating processes in private and public clouds. “An important and, above all, lucrative step was the switch from several cloud providers to a single unit,”. Together with his core infrastructure team, he implemented the abolition of the numerous IT infrastructure silos. Thanks to constant modernization and adaptation of its business model, the traditional market research institute can secure its position in modern, fast-moving and data-driven times. With the hybrid, cloud-based infrastructure VMware Cloud on AWS, GfK can react extremely agile to new and future projects.

Resources and applications are quickly and easily expanded from the private to the public cloud. This does not change how you interact with the environment. Remarkable speed and flexibility enable agility and innovation. This resulted in the latest artificial intelligence-based product, knewron, based exclusively on public cloud technology.

The Multi-Cloud Model Offers Numerous Advantages

“Time to market is shortened, scalability is increased, and the bottom line is that overall costs can be reduced. Security and governance will also be enhanced, and downtime will be reduced while application integrity is maintained,”. GfK can fall back on modern and cloud-native applications from AWS, such as data analysis and hybrid applications. This enables the company to position itself firmly in the competitive market environment. One of the main points for GfK was to invest in future-proof and future-relevant technologies: With the new cloud-based infrastructure, a successful combination of on-prem and cloud-based solutions is possible. This enables GfK to develop its modern applications and solutions efficiently.

“In market research, everything is IT-driven. We, therefore, need the best technological basis to process large amounts of data and to be able to combine them into logical findings in a customer-oriented manner,”. With the new hybrid cloud solution, there are no longer limited storage capacities, which the company can do without new hardware. Unnecessary costs are saved. In the past, processing customer inquiries and evaluating them took several days or even weeks. Today valuable insights can be gained in real-time. In addition to speed and flexibility, GfK is now able to manage large data projects efficiently. “Our philosophy is ‘Delivering on time and quality because we want efficient data to help our customers make better business decisions at precisely the moment.

On The Web For Digital Transformation

The strategy with multi-cloud leads GfK away from traditional market research with descriptive static data towards first-class analyzes, AI-driven forecasts and recommendations for action. With more than 85 years of history, the company has advanced to a tech-enabled data service provider, which enables its customers to make even more well-founded business decisions and increase the efficiency of sales and marketing. With the knowledge and the right dynamic IT, the expert in market research and data analysis can provide excellent support to his customers on their way to digital transformation.

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