Dentsu Inc. builds "d-holistics," a single-source database for consumer behavior

Dentsu Inc. has built "d-holistics," a database environment that enables large-scale, single-source (same survey respondents) integrated analysis of media exposure, purchasing behavior, and lifestyle awareness, utilizing consumer panel data provided by INTAGE.

With the advancement of digitalization and the diversification of media, holistically understanding consumer behavior and formulating effective strategies that integrate the management of individual processes and initiatives within marketing activities has become essential for campaign success.

The company collaborated with INTAGE to conduct a cross-media "Media Exposure Survey"*1 targeting INTAGE's consumer panels (SCI/i-SSP)*1. This enabled the linking of individual purchase behavior data with TV exposure, web/mobile exposure, and data related to attitudes and values. The resulting proprietary single-source database, "d-holistics," allows for integrated analysis of the relationship from the reach of each measure to purchase.

Traditionally, analysis and effectiveness verification (PDCA) were conducted using separate data and methodologies. "d-holistics" enables end-to-end analysis and effectiveness verification across target profiling, communication planning, media planning, and campaign management, making it possible to provide an unprecedented integrated marketing solution.

*1 About SCI/i-SSP

■Overview of SCI (National Individual Consumer Panel Survey)

・A consumer purchase survey of daily necessities and pharmaceuticals targeting 50,000 panel monitors nationwide (excluding fresh foods, prepared foods, boxed lunches, etc.).

daily necessities, and pharmaceuticals.

Details at http://www.intage.co.jp/panelresearch/customer/sci_personal.

■Overview of i-SSP (Intage Single Source Panel)

・A single-source panel that collects and tracks data on website browsing via PC/mobile and TV viewing information from the same individuals, based on the SCI (National Individual Consumer Panel Survey).

(Sample size: PCs 22,000, Mobile 6,000, TV 5,000 as of September 2014)

Details: http://www.intage.co.jp/panelresearch/customer/issp /.

※2 [Overview of Media Exposure Survey]

Survey Method: Weekly diary-style survey conducted via the Internet

Survey Area: Tokyo, Osaka, Nagoya broadcast areas

                     Saitama Prefecture, Chiba Prefecture, Tokyo Metropolis, Kanagawa Prefecture, Ibaraki Prefecture, Tochigi Prefecture, Gunma Prefecture

Gifu Prefecture, Aichi Prefecture, Mie Prefecture

Shiga Prefecture, Kyoto Prefecture, Osaka Prefecture, Hyogo Prefecture, Nara Prefecture, Wakayama Prefecture

Sample Size: 18,409 (Valid Responses)

Extraction Frame: Respondents to Profiler (Intage's proprietary awareness and values survey) or i-SSP monitors from the SCI monitor panel

Survey Participants: Individuals aged 15–69 (both genders)

Survey Content: Detailed media exposure via diary method for daily activities, terrestrial TV, BS/CS satellite TV, internet, and radio. Additionally, collected data on newspapers, magazines, transportation areas, and smart device usage (apps, etc.).

Survey Period: May 19–25, 2014

 

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2014/0926-003826.html