GfK Retail and Technology Scales Data Systems to Expand Services to More Than 70 Countries

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Executive Summary

GfK Group is one of the largest market research companies in the world. Its Retail and Technology division provides information services on marketing, logistics, and sales to industry and retail companies worldwide. Industry vendors operating in the consumer technology markets receive comprehensive reports to continuously track and manage product and pricing policies, advertising, distribution, sales, and logistics. GfK monitors approximately 350,000 stores in more than 70 countries. It needed to reduce IT costs and to scale systems to enable expansion into more countries and support more frequent reporting. GfK Group created the StarTrack system which uses Oracle Database to produce local and global reports for more than 300 product groups.

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