Appearing at AdTech Tokyo: dentsu.io's Vision for Next-Generation Data Marketing

"Marketing automation" is gaining significant momentum in Japan.

It's a general term for automated solutions that help identify leads (potential customers) and execute subsequent actions. However, "marketing automation" isn't entirely automated. It also requires the literacy to master the tools and a strategy for utilizing data, presenting various barriers to achieving actual results. Amidst this landscape, the service " Dentsu.io," released by four companies led by Dentsu Inc., provides a next-generation marketing solution designed to deliver results in a more practical, one-stop manner.

This time, we spoke with Satoru Yamamoto, the central Data Artist at Dentsu.io; Ryoji Yanashima of Intimate Merger; Yasuyuki Kobayashi of Treasure Data; and Shigeki Yamazaki and Jun Goto of Dentsu Inc. We discussed the background leading to their partnership and the future envisioned by this service.

Connecting Data with Data

Mr. Shigeki Yamazaki (left) and Mr. Atsushi Goto of Dentsu Inc.

Yamazaki: Dentsu .io was developed in November 2014 as a "data analytics platform supporting smooth and high-speed marketing communications." By leveraging data held by Dentsu Inc. and its clients to accelerate the PDCA cycle, it supports the marketing activities of "clients who possess data but struggle to utilize it effectively."

Goto: Furthermore, while it previously focused strongly on being a data analytics platform, it now connects not only Dentsu Inc. and client data but also data from various external partners. This enables seamless integration all the way to marketing initiatives. In short, the key point is "discovering optimal new customers and nurturing them." Dentsu Inc.'s role is to serve as the hub that optimally connects client data with highly diverse external data. Our fundamental stance and core value proposition is that we will forge the optimal partnerships each time, provided we can deliver truly valuable marketing for the client.

Building an Integrated Marketing Environment Combining Mass Media

Intimate Merger, Mr. Yanashima

Yanashima: One intention behind this initiative is to increase the variety of data usable within Intimate Merger. Advertising agencies and client companies utilizing Intimate Merger have selected target personas based on our online behavioral data to maximize marketing ROI (Return on Investment). However, while this online behavioral data has been sufficient for digital marketing, we felt it was inadequate for marketing encompassing mass media as well.

We see our role at Dentsu.io as integrating our online behavioral big data with dentsu.io's offline mass media data to create an "integrated marketing environment" encompassing digital marketing. By linking granular, real-time online data with offline mass media data—which is more impactful and information-rich—we aim to jointly optimize data-driven marketing.

Boosting Owned Media Conversions with DLPO

Data Artist Yamamoto

Yamamoto: We had previously analyzed Dentsu Inc.'s mass media data in another project, so we understood its characteristics. Furthermore, DLPO, our LPO (Landing Page Optimization) tool, integrates with Intimate Merger, and we already had proven results improving conversions using their segments. Since Treasure Data serves as DLPO's infrastructure, this collaboration between the four companies felt very natural.

Typically, LPO tools are often perceived as being limited to very narrow areas like direct marketing-style vertical pages. However, DLPO can actually be leveraged to boost conversions across an entire owned media platform. Furthermore, by analyzing the attributes of users who converted, it's possible to identify winning combinations of appeal messages and segments that increase conversion rates (CVR) and feed this insight back into user acquisition. dentsu.io can offer the above initiatives as a packaged solution to clients.

As a data hub

Treasure Data, Mr. Kobayashi

Kobayashi: Treasure Data is a company providing big data platform services. We have been participating in dentsu.io alongside Classmethod since last year. At dentsu.io, clients utilize it as a platform that includes data integration.

We believe our contribution lies in eliminating the need for system development typically required for integrating individual services, as well as providing secure and high-performance data integration. We aim to incorporate insights gained from participating in dentsu.io into future product development, growing into an even more user-friendly platform as a data hub.

Dentsu.io will host a talk session themed around marketing automation at Adtech Tokyo 2015, held at Tokyo International Forum starting December 1st. Members from the four companies featured in this interview will gather to discuss the latest in integrated marketing, sharing service introductions and use cases.

■Talk Session Details

Event: AdTech Tokyo
Venue: Tokyo International Forum ( https://www.t-i-forum.co.jp/ )
Session Date & Time: Tuesday, December 1, 2015, 11:30 AM - 12:10 PM
Location: EXHIBITION ZONE
Content: The Full Scope of Dentsu.io as a DMP for Integrated Marketing
Scheduled Participants:
・ Satoru Yamamoto (President & CEO, Data Artist)
・ Ryoji Yanashima (President and CEO, Intimate Merger)
・ Kono Horiuchi (Marketing Director, Treasure Data)
・ Atsushi Goto (Chief Planner, Marketing Solutions Division, Dentsu Inc.)

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