Gfk SE
Sophie-Germain-Straße 3-5,
Nuremberg, 90443,
Germany
Nuremberg, 90443,
Germany
49 911 395 0
Professional Services
Gfk SE Technographics
Gfk SE Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Gfk SE and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 8000 Gfk SE employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Gfk SE has purchased the following applications: SAP ERP ECC 6.0 - Financial Accounting (FI) for ERP Financial in 2013, Workday Benefits for Benefits Administration in 2018, HubSpot CMS for Web Content Management in 2021 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Gfk SE is running and its propensity to invest more and deepen its relationship with SAP , Odoo , Workday or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Gfk SE revenues, which have grown to $1.10 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Gfk SE intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Gfk SE Tech Stack and Enterprise Applications
Gfk SE ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | Legacy | SAP ERP ECC 6.0 - Financial Accounting (FI) | ERP Financial | ERP | n/a | 2013 | 2014 |
In 2013, Gfk SE implemented SAP ERP ECC 6.0 - Financial Accounting (FI) as part of a global enterprise applications roll-out, positioning the effort within the ERP Financial category. The effort was executed under a centralized roll-out management model responsible for SAP FI/CO/PS/SD, SAP SRM, CRM, Core HR and other GfK business applications, aligning the FI deployment with parallel module roll-outs.
The SAP ERP ECC 6.0 - Financial Accounting (FI) implementation focused on core financial accounting capabilities including general ledger processing, accounts payable, accounts receivable, asset accounting and bank accounting, with configuration to support period-end financial closing and statutory reporting workflows. Integration points with SAP Controlling were established to support cost center and internal order postings, reflecting standard FI to CO transaction flows and master data alignment.
Operational integration extended across the broader SAP suite listed in the roll-out scope, with transactional and master data coordination between FI and SAP PS for project accounting, SD for order-to-cash flows, SRM for procurement-related postings, CRM for revenue-related transactions and Core HR for payroll and employee cost allocations. The deployment model emphasized shared financial master data and unified accounting treatment to support cross-functional processes across GfK’s global finance, procurement, sales and project services functions.
Governance for the implementation was run from a roll-out management office that standardized configurations, managed chart of accounts harmonization and enforced consistent financial close procedures across sites. The roll-out manager role coordinated template-driven configuration, release sequencing and change management activities to align local accounting practices with the centralized SAP ECC FI configuration.
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ERP Financial | ERP |
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2013 | 2014 |
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ERP Financial | ERP |
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2013 | 2014 |
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ERP Financial | ERP |
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2022 | 2022 |
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Gfk SE HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Workday | Legacy | Workday Benefits | Benefits Administration | HCM | n/a | 2018 | 2018 |
In 2018, GfK SE implemented Workday Benefits as part of a global Workday deployment to centralize benefits administration for its multinational workforce. The Workday Benefits implementation sits within the broader Workday Human Capital Management suite and aligns with the Benefits Administration category to provide a single system of record for employee benefits data across GfK's international operations.
Configuration emphasized standard Workday out of the box business process frameworks, with Workday Benefits configured to manage benefits eligibility, enrollment workflows, and employee-maintained data hygiene. The implementation was executed alongside modules for recruitment, compensation and talent management, enabling consistent business process orchestration and reducing manual coordination for benefits related activities.
Operational coverage extended across GfK's shared services model, covering HR services across three shared services hubs and all countries in scope for the global deployment. Workday Benefits was integrated into the companywide data model so benefits events and employee FTE information feed into the single source of truth, and the broader deployment included integration of more than 50 payroll systems with a program to consolidate personnel cost feeds into a third party payroll engine while retaining Workday as the master record.
Governance and rollout followed a big-bang approach, going live globally within a ten month deployment window supported by a seven week data cleansing effort prior to cutover. HR services were centralized under a global reporting structure and a single global cost center, and Workday Benefits contributed to faster, automated processing of organizational changes and real time visibility for HR and finance through consolidated benefits and headcount data.
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Compensation Management | HCM |
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2018 | 2018 |
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Core HR | HCM |
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2013 | 2014 |
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Core HR | HCM |
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2018 | 2018 |
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Employee Self Service | HCM |
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2018 | 2018 |
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Payroll | HCM |
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2020 | 2020 |
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Recruiting, Applicant Tracking System | HCM |
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2018 | 2018 |
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Talent Management | HCM |
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2018 | 2018 |
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Time and Attendance | HCM |
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2012 | 2012 |
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Gfk SE Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| HubSpot | Legacy | HubSpot CMS | Web Content Management | Content Management | n/a | 2021 | 2021 |
In 2021, Gfk SE deployed HubSpot CMS as its Web Content Management platform for its public website. The deployment centralized content authoring, template library management, and hosted page delivery using HubSpot CMS.
Configuration work focused on modular page templates, landing page and blog content models, SEO and metadata controls, and content staging and preview workflows consistent with Web Content Management capabilities. The implementation used built-in content editing, asset management, and form handling to support digital content creation and publishing.
Operational scope is the corporate website, with primary business functions including marketing, digital experience, and web operations that use HubSpot CMS for content publishing and site management. Governance incorporated formal editorial workflows, roles and access controls, and structured publishing approvals to align content operations with corporate web governance.
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Gfk SE SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Inventory Management | SCM |
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2013 | 2014 |
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Supply Chain Management | SCM |
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2013 | 2014 |
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Gfk SE CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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CRM | CRM |
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2013 | 2014 |
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CRM | CRM |
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2018 | 2018 |
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Customer Data Platform | CRM |
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2021 | 2021 |
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Customer Experience | CRM |
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2019 | 2019 |
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Customer Experience | CRM |
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2021 | 2021 |
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Customer Support | CRM |
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2021 | 2021 |
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Marketing Analytics | CRM |
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2021 | 2021 |
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Marketing Automation | CRM |
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2021 | 2021 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Gfk SE EPM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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EPM | EPM |
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2018 | 2018 |
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Gfk SE ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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IT Service Management | ITSM |
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2018 | 2018 |
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Gfk SE Procurement
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Supplier Relationship Management | Procurement |
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2013 | 2013 |
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Gfk SE TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Governance, Risk and Compliance | TRM |
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2021 | 2021 |
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Gfk SE PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Transactional Email | PaaS |
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2018 | 2018 |
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Gfk SE IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2021 | 2021 |
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Application Hosting and Computing Services | IaaS |
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2021 | 2021 |
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Content Delivery Network | IaaS |
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2019 | 2019 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Network Management and Monitoring | IaaS |
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2020 | 2020 |
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Gfk SE CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2018 | 2018 |
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IT Decision Makers and Key Stakeholders at Gfk SE
| First Name | Last Name | Title | Function | Department | Phone | |
|---|---|---|---|---|---|---|
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SAP Project Manager, SAP Solution Architect and Technical Manager | Manager | IT | |
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SAP Rollout Lead | Manager | IT | |
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Head of Recruiting- Global Service Centers | Director | HR | |
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Global Vice President Human Resources | People Development & Culture | VP | HR | |
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HR Business Partner | Manager | HR | |
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Chief HR Officer | CXO | HR | |
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Global Vice President HR - Group Operations | VP | HR | |
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VP Global HR Technology/Data & Product Management | VP | HR | |
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Apps Being Evaluated by Gfk SE Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Gfk SE IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Gfk SE digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD Gfk SE Technographics
Gfk SE is a Professional Services organization based in Germany,
with around 8000 employees and annual revenues of $1.10 billion.
Gfk SE operates a diverse technology stack with applications such as
SAP ERP ECC 6.0 - Financial Accounting (FI), Workday Benefits and HubSpot CMS,
covering areas like ERP Financial, Benefits Administration and Web Content Management.
Gfk SE has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP, Workday and HubSpot.
Gfk SE recently adopted applications including
Odoo Open Source ERP in 2022, HubSpot CMS in 2021 and Twilio Segment in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Gfk SE’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Gfk SE’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Gfk SE technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.