Dentsu Inc. and NTT DATA collaborate on developing and providing new solutions starting from the analysis of social media and big data.

Dentsu Inc. and NTT DATA (NTT DATA) have agreed to collaborate on developing and providing new solutions in the marketing domain, primarily based on the analysis of social media and big data.

This collaboration combines Dentsu Inc.'s unique planning expertise in business strategy, product strategy, and marketing communications, along with its insights into customers and consumers, with NTT Data's exclusive resale capability for Japan's only full Twitter dataset(※), its social media and big data analytics capabilities, and its system development expertise. This enables the provision of advanced, one-stop marketing solutions that contribute to client business growth, spanning from marketing strategy formulation to the enhancement of marketing systems.

Concurrently, the two companies will establish the "Social Insight Lab" as a driving force to accelerate their collaboration. This lab will address complex marketing challenges spanning multiple departments within client companies, tackling issues from a holistic optimization perspective.

Against the backdrop of social media's rapid proliferation, NTT DATA's comprehensive Twitter data has become increasingly valuable as data suitable for marketing applications.

Prior to the start of this collaboration, both companies have already conducted several proof-of-concept experiments, successfully developing unique solutions that integrate marketing and IT domains—an area previously challenging to address. They are also currently working on developing new solutions by linking big data (such as location data, sentiment data, and purchase data) with external data.

Past proof-of-concept tests have yielded significant results. For example, in e-book sales promotions, providing real-time ads for products matching user needs led to purchases up to 1.6 times higher than usual. In tests on e-commerce sites, they succeeded in increasing the CTR (Click-Through Rate: the ratio of clicks to impressions of an internet ad) to approximately twice the normal rate.

By integrating social media data into CRM systems and leveraging sentiment analysis, we enable the development of cross-channel strategies bridging online and offline, e-commerce and physical stores within the retail industry. This approach is expected to yield significant results in highly preference-driven sectors such as fashion, jewelry, automobiles, and home appliances.

Furthermore, in December 2014, the company launched "Imatsui" ( www.imatsui.com ), a news site conveying the "now" of consumers as seen through Twitter data. It has also started new initiatives, such as developing content that explains customer insights derived from data analysis, often combined with infographics, and distributing it at opportune times to leverage it for branding.

Furthermore, by integrating the expertise of both companies—including data scientists, system engineers, marketing strategists, PR planners, and communication designers—and collaborating with external specialists and companies as needed, they will contribute to solving the diverse challenges faced by client companies.

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*The full volume of Twitter data utilized in this collaboration is limited to information publicly shared by Twitter account owners at their own discretion. No additional information can be obtained or analyzed. Furthermore, tweet data is provided as marketing data after statistical processing. Therefore, Dentsu Inc. and NTT DATA cannot, under any circumstances, engage in identifying individuals, collecting or analyzing additional information to link personal data, or tracking data in a manner that could identify individuals—whether for providing solution services to client companies or for any analysis, research, or development conducted within the Social Insight Lab.
　
　

Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2015/0123-003948.html