Dentsu Inc. and Fujitsu Develop Framework to Analyze and Plan Optimal Customer Experiences Using Operational Big Data

Dentsu Inc. and Fujitsu Limited (hereinafter "Fujitsu") have developed a framework to analyze and plan customer experiences that deepen the relationship between companies and their customers, utilizing the operational big data of client companies.

By integrating diverse operational data generated from clients' products, services, and sales activities with Dentsu Inc.'s marketing data (e.g., consumer behavior) and Fujitsu's big data analytics technology, the framework enables deeper insights into customer profiles and challenges at touchpoints. These insights, uncovered through data cross-referencing, go beyond what traditional individual analyses reveal. The findings are then applied to enhance customer experience value*1 across omnichannel touchpoints—including stores, sales staff, advertising, and promotions—aiming to improve satisfaction with the company, products, and services. stores, sales staff, advertising, and promotions—all touchpoints in the omnichannel customer experience. This aims to enhance satisfaction with the company and its products/services.

This framework is characterized by its ability to integrate "business data"—such as customer usage history of products/services, sales activities, customer service interactions, and content engagement history—with "external marketing data" within the broader big data landscape. While leveraging operational data offers benefits like visualizing shared experiences between companies and customers, traditional approaches faced challenges in deepening customer insights. Dentsu Inc. and Fujitsu addressed this by integrating these dispersed corporate data sources and combining their respective expertise, technology, and data. This enables the addition of meaning and context to corporate operational big data. Based on this, the framework provides a one-stop solution covering analysis of optimal customer touchpoints, planning of experiential initiatives, and verification of their effectiveness.

This framework was established through practical application across diverse industries including utilities, retail, finance, and automotive. A service for Shizuoka Gas Co., Ltd., which received an early version of this framework, was recognized for its effectiveness, earning the "2014 CRM Best Practice Award" from the CRM Council on November 11th of this year.

The specific service steps are as follows.

The Five Steps of This Framework

[Step 1]
Understanding the client company's operations and acquiring/integrating operational data.

[Step 2]
Integrating Dentsu Inc.'s panel data※2, media data, and external data. Using Fujitsu's big data analysis technology (curation) to extract issues at customer touchpoints. Classifying into refined customer segments.

【Step 3】
Create personas using Dentsu Inc.'s marketing methodology. Analyze optimal customer touchpoints and create scenarios for each customer across omnichannels.

【Step 4】
Execute experiential initiatives at the appropriate timing based on scoring at the purchase funnel stage.

【Step 5】
Verify effectiveness through field testing and other methods.

 

 

Furthermore, by utilizing this framework, we can provide consulting services for organizational development and talent cultivation aimed at building the "BICC"※3 that is increasingly being established within companies, as well as support for implementing "marketing automation" through DMP※4 construction.

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※1 Customer Experience Value (CXV): The series of customer experiences generated at touchpoints with products or brands.
　

※2 Panel Data: Dentsu Inc.'s original single-source data obtained by conducting surveys on the same subjects multiple times per year regarding their consumption behavior, media exposure, values, and other aspects.
　

※3 BICC: Abbreviation for Business Intelligence Competency Center. A command center-like organization that resolves complex internal challenges based on data utilization and field insights.
　

※4 DMP: Abbreviation for Data Management Platform. A foundation that integrates and analyzes internal and external corporate data for use in management and marketing.

 

【Related Websites】
Fujitsu Press Release:
http://pr.fujitsu.com/jp/news/2014/11/13-3.html
Dentsu Inc. News Release:
http://www.dentsu.co.jp/news/release/2014/1113-003876.html