Karl Weaver × Ken Nakagawa (Part 1): It's come this far! Latest Marketing Data Analysis Tools

What is Data2Decisions (D2D)?
Based in London, UK, and as part of Dentsu Inc. Aegis Network (DAN), it provides global marketing consulting services based on data analysis. To maximize clients' marketing investment efficiency (ROI), it develops and operates cutting-edge analytical technologies, including econometrics such as Marketing Mix Modeling (MMM).

*MMM is an econometric model that analyzes the effectiveness and ROI of marketing activities, such as media spending, using sales data.

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Taking the opportunity of D2D Global CEO Karl Weaver's recent visit to Japan, we spoke in detail about the cutting edge of analytics technology for maximizing clients' marketing investment efficiency and future trends. This is the first of a four-part series. The interviewer is Ken Nakagawa, General Manager of the BI Promotion Department, Integrated Data Solutions Center.

Measuring all marketing data under a single standard

Nakagawa: First, could you briefly introduce D2D?

Weaver: D2D helps clients deepen their understanding through consulting on how best to invest in new marketing activities that drive business growth. Specifically, by analyzing past marketing results and accelerating decision-making processes using technology and databases, clients can invest more effectively in future marketing activities.
We currently have nine offices worldwide, including London, New York, Toronto, and Singapore. Each office serves as a base for operations in its respective regional market. While it's technically possible to provide services to all global markets from a single location, it's not practical. While a consistent approach and quality of results are crucial, adapting to local market needs is equally important. Having offices in each location also allows us to generate new business and deliver more reliable work. What matters is that clients can access our services whenever they need them.

Nakagawa: D2D has significant strengths in marketing analytics tools and methodologies, doesn't it?

Weaver: That's correct. We gather extensive data from clients and media companies, incorporating econometrics and various techniques for data analysis. Much of the software and technology we use for analysis is developed in-house, enabling us to quantitatively derive the relationship between marketing activities like media and intermediate metrics such as sales and brand awareness. A major benefit for clients is the ability to analyze and evaluate all marketing data under a single, consistent standard.

Nakagawa: That's also a competitive advantage over other marketing firms.

Weaver: Yes. Having a common standard allows us to consistently deliver the same data analysis results worldwide. For global clients, this is a critical point directly linked to their performance. Additionally, our speed is a major advantage. Based on our proprietary technology, databases, and empirical knowledge, we can proceed with work extremely quickly and efficiently. We take pride in the fact that the time from receiving an analysis request to delivering results is significantly faster than our competitors. And another important point is that D2D possesses the technical capability to precisely grasp the impact of diverse media and marketing channels on business within complex markets, and we can provide that information.

Optimize marketing investments with tools capable of complex data analysis

Nakagawa: You mentioned "speed" as one competitive advantage. What enables this speed?

Weaver: First, we have deep experiential knowledge of what needs to be measured quickly and what insights must be uncovered. The other key factor is technology. Our data analytics technology allows us to accurately determine how markets behave and how to optimally utilize media and marketing. For example, we have a tool called PoleStar, which optimizes how marketing budgets are spent. When using specific media like TV, newspapers, or digital, even if there's a big initial effect, that effect diminishes over time. Shifting budget to another medium can yield greater overall results. While this seems simple, considering the timing and duration of media deployment across numerous media outlets and brands requires highly complex data analysis. PoleStar enables precise investment decisions.

Nakagawa: There are other tools like Pioneer and MEP, right?

Weaver: Pioneer is our proprietary tool developed to perform MMM and similar analyses quickly and efficiently. This speed offers a major advantage for clients. It also provides access to our database of past analysis results, allowing instant verification of whether calculated values are reasonable.
MEP, meanwhile, stands for Marketing Effectiveness Platform. It emerged from the need to aggregate vast amounts of increasingly complex marketing data. Clients can review various visualized data and detailed analysis results online, make sales forecasts, and optimize marketing budgets by integrating PoleStar functionality.

Nakagawa: So these tools are being upgraded sequentially.

Weaver: Yes. Tool development is ongoing, and new versions of Pioneer and MEP are scheduled for release soon. Furthermore, the latest version of PoleStar includes a feature for planning using the MMM analysis results database. This is available within Dentsu Inc. Aegis Network. On the other hand, Dentsu Inc. Aegis Network possesses various survey data that helps understand how consumers are influenced by media. The ability to integrate and analyze these databases for planning purposes is a significant strength. It further accelerates the acquisition of data clients require and proves powerful for rapid return-on-investment forecasting.

Nakagawa: D2D has also won numerous awards in the advertising industry.

Weaver: There's an award run by the IPA (Institute of Advertising Professionals), which has very strict judging criteria and is considered the industry benchmark. D2D has won the IPA Award over a dozen times. We also feel very fortunate to have contributed to awards won by various other advertising agencies. When working with advertising agencies, we've been involved in providing specific data backing and analysis, or supplying data to support the story the planner envisions.

※Part 2 is scheduled for release on Friday, June 5th.