Olav Lijnbach / Consultant (NL)

“As a consultant and an account manager for Google I am responsible for all the projects GfK undertakes with Google. My role is principally to systematically document the ‘new world’. What is and what will be the role of online when it comes to bought, owned and earned media. In other words, which mixture of means is the most efficient (bought)? What is the role of producers, retailers and comparison websites (owned) in the purchasing pathway for online and offline purchases? What is the value of social media and PR (earned)?

The great thing about my job is that we amass information that cannot be collected anywhere else in the world. This information can be obtained because we measure exposure to media and purchases passively and in great detail. We collaborate with the most important players in each market in order to obtain the best result. GfK for research, Google for online knowledge and KPN, Vodafone, Heineken, L’Oréal, Thomas Cook, etc. for market information. As you see, there's still plenty to do and learn! ”