GfK Strengthens Competitive Edge With Informatica

Leading market researcher leverages Informatica B2B Data Transformation and Informatica Data Quality to diversify its marketing services

REDWOOD CITY, Calif., June 11, 2008 -  Informatica Corporation (NASDAQ: INFA), the leading independent provider of data integration software and services, today announced that GfK Retail and Technology, a division of the GfK Group, one of the world’s leading market research companies, has implemented Informatica B2B Data Transformation and Informatica Data Quality to help consolidate, enrich and ensure the accuracy of the complex data underpinning its marketing services. By integrating complex data handling and data quality functions, GfK has both enhanced and increased the range of value-added services it offers customers and strengthened its competitive edge.

“Our customers’ needs are constantly growing, while data volumes have increased and become more unstructured, especially because of the Internet. Thanks to Informatica, we are able to more easily diversify our product range and meet our customers’ expectations,” said Fabrice Benaut, head of Information Systems and Production, GfK Retail and Technology Services France. “We can now collect, interpret and enrich complex data in record time. We can also interpret poorly-structured data, optimise its value-added output and increase the scope of the marketing data thus provided. Lastly, we have reduced the risk of errors while continuing to automate our systems for rapid information delivery.”

Focused primarily on analysing consumption of technological products and equipment, GfK Retail and Technology continuously gathers and measures point-of-sales sales data across a myriad of sources. Since 2004 the group has used the Informatica PowerCenter data integration platform to stay ahead of increasing data volumes. As a result, it has been able to halve data-integration times each successive year so that what took 8 hours in 2004 now takes only 20 minutes. With the data timeliness issue successfully addressed, GfK implemented Informatica B2B Data Transformation and Informatica Data Quality at the end of 2007 to address the issue of increasing data complexity.

The ability to interpret partially or completely unstructured data plays a major part in diversification for GfK Retail and Technology. For example, much of the data the group has to deal with increasingly arrives in the form of unstructured files such as spreadsheets. Informatica B2B Data Transformation makes it possible to carry out a detailed structural analysis of Excel spreadsheets to help ensure consistency, accuracy and reliability. The software also provides dynamic error handling, automatically highlighting errors in the spreadsheet being analyzed using colour codes and comments and returning the document to the sender for correction.

Informatica Data Quality complements Informatica B2B Data Transformation with in-depth content analysis, checking the data’s semantics, consistency and integrity. This detailed analysis also ascertains whether GfK’s data is redundant or incomplete.

“GfK underscores the growing business benefits of being able to handle all sorts of data, including unstructured, semi-structured and complex structured data, in a flexible, reliable and efficient fashion,” said Girish Pancha, executive vice president and  general manager, Data Integration, Informatica. “GfK Retail and Technology can now confidently take in and integrate new types of data with new levels of detail and complexity from new types of sources, using that information to drive new trusted products and services for its clientele. Whether you are a third-party provider of information products like GfK, or an in-house provider of information services, the advantages of being equipped to do this are enormous.”

About GfK Retail and Technology
GfK Retail and Technology, a division of the GfK group, one of the main market research companies worldwide, specialises in the analysis of the durable goods market (Retail and Technology). The company focuses primarily on analysing the consumption of technological products, including IT, telecommunications, office technology, consumer electronics, household electrical goods, photographic equipment, optics, cultural products, luggage, tourism, stationery, DIY and gardening. GfK Retail and Technology measures sales, from traditional channels and online, in the above categories, compared with monitored distribution channels.  For more information, visit and

About Informatica

Informatica Corporation (NASDAQ: INFA) is a leading provider of enterprise data integration software and services. With Informatica, organizations can gain greater business value by integrating all their information assets from across the enterprise. More than 3,200 companies worldwide rely on Informatica to reduce the cost and expedite the time to address data integration needs of varying complexity and scale. For more information, call 650-385-5000 (1-800-653-9871 in the U.S.), or visit


Note: Informatica, Informatica Data Quality, Informatica B2B Data Transformation and PowerCenter are trademarks or registered trademarks of Informatica Corporation in the United States and in jurisdictions throughout the world. All other company and product names may be trade names or trademarks of their respective owners.