Attribution+ – the first tool to come out of GfK’s partnership with SO1 – means retailers can complete and boost loyalty card data with insights from the GfK’s consumer panel.

Attribution+ uses SO1’s machine learning technology to process the robust sample from GfK’s consumer panel and link shopping behaviour to attributes. The company said the knowledge of how purchase behaviour hints at consumer attributes is then used by AI to predict attributes to any new shopper profile, without the need to match data of individuals.

Dr. Benjamin Brinkhoff, global lead loyalty card data at GfK, said: “Attribution+ revolutionises the use of GfK Consumer Panel data as it makes total market insights directly applicable for use in CRM.”

First available in Germany, the Netherlands and Poland, the software will soon roll out to other countries that run a GfK Consumer Panel.