Dentsu Inc. and Oracle Japan Collaborate to Advance Customer Digital Transformation - Integrating core system data for marketing utilization, revolutionizing business processes -

Dentsu Inc. and Oracle Japan announced on November 11 the launch of their "Digital Transformation Support Program." This program integrates and leverages data—such as customer information accumulated in corporate core systems—for use in marketing. By digitizing the entire marketing domain across systems, operations, and organizations, it supports innovation in corporate business and operational processes.

Additionally, prior to implementing the program, they will provide a "Digital Transformation Maturity Diagnostic Tool" to objectively assess the digitalization environment of a company's own marketing operations.

With the digitalization of corporate core systems, there is a growing movement to leverage the customer information and other data accumulated within them for advanced marketing purposes. Particularly as the focus shifts to building "customer experience value" – how companies and brands build relationships through various touchpoints – there is an increasing need to integrate initiatives across mass media, web, and physical stores to communicate with individual consumers.

However, current operational challenges include slow data extraction from core systems and the lack of automation for real-time data processing, necessitating more sophisticated and faster mechanisms. What many companies now require is a comprehensive "Digital Transformation" across the entire marketing domain to fully leverage the benefits of their digitized core systems.

Oracle Japan, with extensive experience in core systems managing large-scale, critical corporate data both domestically and internationally, Dentsu Inc., with its marketing expertise, and Dentsu Inc. e-marketing One (a Dentsu Inc. affiliate specializing in digital marketing) have collaborated to integrate approaches from both cutting-edge technology and marketing design.

The newly developed program supports the redesign of processes across all levels—channels (customer touchpoints like media, stores, and sales representatives), systems, data, and operations—based on scenarios for delivering optimal customer experiences. It facilitates the effective digitization and integration of all elements. Utilizing Oracle's cloud-based marketing and sales support applications, such as "Oracle Marketing Cloud" and "Oracle Sales Cloud," it centrally manages customer data. For marketing departments, it provides a mechanism to deliver the optimal message to each prospect at the optimal time. For sales departments, it offers a mechanism to share high-potential prospects and support efficient sales activities. Furthermore, it supports corporate decision-making by clearly defining the return on investment (ROI) of initiatives.

■ Conceptual Diagram of the "Digital Transformation Support Program"

■Image Diagram of the "Digital Transformation Maturity Assessment Tool"

Dentsu Inc. News Release: http://www.dentsu.co.jp/news/release/2015/1111-008452.html