Marketing Insight
Searching data for consumer insights
Because consumers have become more diverse and contact points more complex, there is a need for marketing activities that glean latent desires that drive consumers and that match their values, routine behavior, and purchasing behavior.
In the past, the main research method for gaining an understanding of consumers was to directly ask them about their attitudes through surveys and interviews. But in recent years, it has become possible to undertake social listening (listening to the opinions of people on social media) and to make use of consumer behavior-related data, such as that derived from website logs and reflecting purchasing behavior.
The Dentsu Group does not simply analyze attitude-related data; it conducts integrated analyses of these data and of behavioral data that can impact purchasing decisions and uncover promotional insights that support the marketing activities of our clients.
This makes it possible to create mechanisms to reflect, in real time, not only our detailed understanding of behavioral processes—extending from consumer recognition and interest to purchase—acquired through website log data analysis, but also users’ opinions of brands, products and communication obtained through social listening.
It is also possible to extract useful marketing insights by undertaking integrated analyses of data including that related to purchases, attitudes/values and media contact. We provide support for various marketing processes, including market opportunity discovery, product development, market segmentation, brand positioning, media planning, and impact verification.
Return on Marketing Investment
Making investment impact visible
For marketing activities, it is extremely important to increase the return on investment (ROI) by appropriately allocating budgets and optimizing necessary measures. With Dentsu’s marketing ROI solution, we use highly precise marketing-mix modeling (MMM) to measure the ROI for marketing, and create an extremely efficient marketing strategy using our experience-based strategic planning skills.
MMM solutions require the gathering of data on factors that impact sales, followed by the quantitative measuring of the impact, in terms of the contribution of sales, of each marketing activity and the ROI for marketing using econometric models.
Determining the degree to which marketing activities influence the impact of investments makes it possible to optimize budget allocation (for marketing, media, brands and areas) and conduct simulations based on various scenarios.
Through a partnership with the world’s most advanced modeling company, we provide highly precise MMM solutions and sophisticated software (for optimization and simulation) and, in consultation with clients, construct marketing strategies that permit the realization of the modeling output.
Campaign Management
More evolved data-facilitated plan-do-check-act cycle
Growing in parallel with the demand for data to expand marketing has been the increasing need for data to effectively manage campaigns.
The management of comprehensive campaigns requires more than digital field solutions, which make it easy to collect data. In addition, use must be made of contributions derived from measures that use a variety of media, including offline communication and contact points. To this end, a variety of data, the appropriate know-how, and a broad range of practical skills are required.
Dentsu possesses a platform that provides integrated consulting and analysis services, which extend from setting key performance indicators (KPIs) to measuring, analyzing, and proposing measures and tools to run simulations based on analysis results. With our unique set of data—including consumer panel data and data on offline media, which is indispensable for integrated analysis—we also provide effective campaign management solutions for an array of client problems.
Digital Marketing Optimization
Next-generation marketing using technology
The use of digital technology has become indispensable for corporate marketing, and the focus is on how to optimize measures that use this technology. Clients have greater expectations for new approaches that employ data and technology in analysis solutions to optimize ad placement in various media; in website optimization based on visitor behavior; as well as in electronic commerce (EC) and customer relationship management (CRM).
Under these conditions, a technology has been developed to uncover promising potential customers from behavioral data—such as what information consumers come into contact with in media or on a company’s website—to deliver advertisements and conduct promotions that match the customer’s profile, and to quickly run through the plan-do-check-act (PDCA) cycle, from the implementation of measures through the verification of results.
The Dentsu Group supports clients’ marketing activities through optimization of a corporate Internet strategy that employs data management platforms (DMPs) and other advertising technology. The Group also provides integrated planning of, and accountability for, solutions such as mass advertising and offline measures, as well as data solutions that use data of various media and the Group.
Direct Marketing
Fans targeted
Dentsu provides support for direct marketing that generates fans by using advertising communication to discover customers, not through stores, but directly from consumers who come into contact with advertisements through toll free phone numbers and Web guidance.
This direct method is used not only for mail-order sales, but also in industries, including finance, telecommunications and education.
With direct marketing, we see the impact of advertising in terms of figures, such as number of sales, members won, and enquiries made. We then make visible the history of each consumer’s behavior up to that point.
Using the latest tools, we conduct multi-faceted, integrated analysis of various types of data, including media data from offline advertisements (such as on TV and in newspapers) and online advertisements (including banner advertising and search engine marketing [SEM]), data on the use of devices such as computers and smartphones, and response data for each ad creative. We thus can efficiently find new customers for clients.
We also work on customer relationship management (CRM), to create fans through customers’ repeated use of a website.
We are able to provide the most appropriate solutions for highly-specialized direct marketing by working with group companies, including NEXTAGE Dentsu, which specializes in performance-based advertising such as SEM; Dentsu Direct Force, which specializes in mail-order businesses; and Dentsu Tec.
Customer relationship management (CRM)/electronic commerce (EC)
Supporting businesses with a full range of services
In the era of marketing convergence, there is a need for all-round abilities that can provide a full range of services from sales mechanisms, such as EC, to the subsequent CRM. As technology becomes more advanced, the types and volume of customer data collected and analyzed are growing, as are the importance of such aspects of CRM as how to use acquired data and how to maximize the lifetime value of customers.
As a business partner to our clients, the Dentsu Group provides one-stop access to a range of services, from the use of our outstanding data management know-how; development of environments (systems) for using data; data analysis; insight discovery; and strategy and plan proposals for solutions to implement and operate the proposals and, thus, lend ongoing support to operations.
In addition, EC businesses directly tied to clients’ businesses are rapidly growing in importance. The Dentsu Group provides access to all the necessary solutions to make our clients’ businesses a success through a single liaison. Our solutions range from developing business strategies for clients’ EC businesses to constructing websites and systems, and routinely running through the plan-do-check-action (PDCA) cycle.
As technology progresses and consumer purchasing behavior changes, the barriers between offline and online in business are disappearing, and all aspects of business must be considered.
The Dentsu Group improves a consumer’s purchasing experience and provides support that leads to success for their EC business. This is achieved through technology that integrates and analyzes omnichannel data, as well as ideas based on that technology.
Main Customer Relationship Management (CRM) Services
- Proposing CRM and business strategies
- Creating and introducing CRM platforms, systems, and databases
- Building and operating member websites, fan websites, and user communities (for PCs and smartphones)
- Designing, creating, and operating point and gamification programs
- Analyzing customer data (such as purchases, website logs, and social activity)
- Designing, implementing and operating direct mail/mail marketing initiatives
- Setting up and running events for customers
Main Electronic Commerce (EC) Services
- Developing business strategies for EC businesses
- Building and operating EC sites and systems
- Proposing and implementing plans and measures to improve EC businesses
- Analyzing customer data (including purchases, website logs, and social activity)
Methods and Tools
CubeD?
Dentsu’s original customer relationship management (CRM) platform
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