Creating a Better Future Through Appropriate Data Utilization (Part 2) | Data Analyst Roundtable vol.2

Achieving high-precision marketing requires indispensable data analysis and utilization. Central to this is the use of data clean rooms, and data analysts form the core team responsible for these practical operations. Who are these data analysts who engage with vast amounts of data daily?

In the second installment of our roundtable with data analysts working at the Dentsu Group, we spoke with four individuals: Kano Kurebayashi, Erina Tanaka, and Rongrong Ma from Dentsu Inc., and Asumi Nagai from Dentsu Digital Inc. In the second part, we delve deeper into particularly memorable projects, the sense of fulfillment and achievement they bring, and the areas they wish to challenge themselves in going forward.

Rapid Growth Through On-the-Job Experience: An Environment Where Young Professionals Thrive

Q. Ms. Nagai, who is in her second year, and the other data analysts gathered here today are quite young. Is this an environment where younger people can thrive?

Nagai: My direct supervisor is in their fifth or sixth year, but they're already a mid-level presence and act like a mentor to me. Even though I'm only in my second year, I'm entrusted with roles like leading discussions in regular meetings. I feel a strong sense of responsibility that comes with being at the forefront of the work.

Kurebayashi: Since proposals are data-driven, I get the strong impression that even younger people step forward aggressively. Fundamentally, the digital field has a fast work cycle, requiring an approach where proposals to clients are continuously built upon, almost monthly. So, perhaps the speed at which you're trained and the speed at which you grasp the tangible results of your work are both fast.

Q. Within that context, could you share a particularly memorable project? When do you feel you've truly contributed?

Tanaka: A project providing smart home data operation consulting for a smart appliance manufacturer stands out. It was a new venture for the client too, and we worked together from scratch to figure out how to utilize data effectively. Being involved in everything from establishing the contract from the ground up to designing the business scheme, including the budget, made me feel I grew significantly.

Nagai: My most memorable project was building an "Ads Data Hub" (Google's data clean room, hereafter ADH) within a client's environment. Since none of the client's team had experience with ADH, there were initial misalignments between our consulting and their needs. However, after the project concluded, I heard from someone else that "that client said they wanted to work with Nagai-san again." That made me incredibly happy. It made me feel like I had taken steps that earned their appreciation, giving me a real sense of accomplishment.

Ma: I was a complete beginner in digital and lacked specialized knowledge. Initially, I had no established relationship with the client and wasn't trusted, which sometimes caused them anxiety. However, as we consistently engaged, I remember feeling joy when the client responded with a smile to one of my proposals—a solution I'd brought forward thinking, "I want to solve this request and challenge!"—saying, "This proposal is great, let's implement it right away." From that moment, I decided I wanted to work in a position where I could see the client's face.

Kurebayashi: What stands out to me was assisting with a campaign for a foreign client launching a service in Japan for the first time. Working within a tight schedule, seeing the campaign successfully launch together gave me a tremendous sense of fulfillment.

Visualizing the individual behind every single click

Q. What challenges do you want to take on next? Please share your future aspirations, such as "skills I want to develop" or "types of projects I want to work on."

Tanaka: Currently, I'm primarily responsible for developing features for Twitter's data clean room. I aspire to create new solutions that leverage Twitter's strengths as a platform while meeting our clients' needs.

Long-term, I want to use data in ways that improve people's lives. While many users today feel uneasy about their data being used, proper data utilization should enhance daily life. I want to ensure we handle data responsibly while communicating in ways that reduce user resistance. I also hope to work on B2C services alongside clients and media companies.

Ma: I agree with Tanaka-san. We live in an era of information overload. I want to help deliver precisely the right information that end-users are seeking—the "exactly what I wanted" kind. For instance, no one enjoys seeing ads for services they have no interest in. We will continue exploring how data can be leveraged to make corporate communication more effective. Digital advertising, like the recommendation features on major e-commerce sites or subscription services, can benefit both users and clients if its accuracy is improved.

Furthermore, during my assignment at Dentsu Digital Inc. and now at Dentsu Inc.'s Data & Technology Center, I've come to know many individuals with specialized expertise, including engineers. While digital wasn't originally my specialty, precisely because of that, I hope to leverage the support of my seniors. I aim to be in a position where I can translate this specialized knowledge into language clients can understand and provide them with solutions to their challenges.

Nagai: Rather than just diligently completing tasks, I enjoy incorporating a bit of "playfulness" or creating enjoyable elements within my work. While data science and analysts might evoke an image of rigid individuals silently tackling complex problems, that's not my character (laughs). I want to build my position internally so that our sales reps and APs (Digital Account Planners) feel like, "If this person is leading the solution, maybe I should give their proposal a shot," lowering the barrier to approach.

From a broader perspective, I want to ensure our clients' value reaches end-users effectively through various communications. Acquiring one conversion isn't just about the communication being effective; it means we delivered what we intended to one person. I never want to forget to picture the person behind that single click. Currently, I also handle advertising effectiveness verification. I want to convey to clients, with a solid understanding myself, the meaning behind "This ad exposure successfully delivered your product to people." I aim to communicate this not mechanically, but with a certain level of emotional resonance.

Kurebayashi: The Dentsu Group operates across a wide range of businesses. We aim to contribute to our clients' business growth beyond just the realm of advertising effectiveness verification. We want clients to know we accept a broader range of consultations and to support them from multiple angles.

By considering the meaning behind each piece of data and utilizing it appropriately, we can improve people's lives and build a better future. We hope you could sense, even a little, how data analysts driven by this belief are working on the front lines of data analysis and utilization, contributing to the marketing strategies and solution development of many clients.