Dentsu Inc. and three other companies develop CRM solution "Growth Edge"

The text of the Dentsu Inc. news release distributed on June 17 is as follows.

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June 17, 2016

Dentsu Inc. and Three Other Companies Develop "Growth Edge™" CRM Solution to Maximize Customer Lifetime Value by Integrating Data from Smartphone App Logs to Physical Stores

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii), Dentsu Digital e-marketing one Inc. (Headquarters: Chuo-ku, Tokyo; President: Hiroshi Ishikawa), a company with strengths in digital CRM, Shiroku Inc. (Headquarters: Shibuya-ku, Tokyo; President: Yuta Iizuka; hereinafter "Shiroku"), a consolidated subsidiary of CyberAgent, Inc. with leading expertise in Japan in app operations and growth hacking※2, and Marketo Inc. (Headquarters: Minato-ku, Tokyo; President: Yasutaka Fukuda; hereinafter "Marketo"), the Japanese subsidiary of Marketo, Inc. (NASDAQ-listed), a U.S. engagement marketing solution provider. President: Yasutaka Fukuda, hereinafter "Marketo") have jointly developed the CRM solution "Growth Edge™." This solution connects multiple channels from smartphone apps to physical stores, enabling one-stop implementation from diverse data analysis to operational management. It launches today.

The most critical point in modern marketing is the centralization and optimization of user communication. As service delivery environments diversify—including apps, websites, stores, and real-world events—keywords like marketing automation, content recommendation, and omnichannel*3 are gaining significant attention.
However, linking channels like smartphone apps and websites has been challenging. Existing tools either lacked this capability, offered it as an expensive add-on, or required separate tools. Furthermore, achieving an integrated environment posed barriers including massive development and operational costs, plus the need for substantial human resources.

Growth Edge™ overcomes these challenges simultaneously. By incorporating behavioral data (such as app access logs) and user attribute information into marketing automation scoring, it enables more precise information delivery and content recommendations. This achieves enhanced user experience (UX) for the brand and maximizes customer lifetime value (LTV).
By seamlessly integrating two existing tools—Marketo's "Marketo" and Shiroku's "Growthbeat"—and combining Dentsu Group's marketing and digital CRM expertise, we now provide CRM initiatives in a one-stop, cost-competitive manner. During implementation, we support enhanced engagement with brands and services by providing not only the strategic planning and initial design required for the customer's marketing automation, but also all resources necessary for operation and analysis.

Going forward, the four companies will provide the "Growth Edge™" solution, customized according to each client company's business environment and channel conditions.

■ "Growth Edge" Concept Diagram

■Solution Logo

＜About Shirok＞
Company Name: Shiroku Inc. ( http://sirok.co.jp/ )
Location: Shibuya Mark City West 17F, 1-12-1 Dogenzaka, Shibuya-ku, Tokyo
Representative: Yuta Iizuka (President and CEO)
Date Established: December 1, 2011
Business Description: Planning, production, and operation of various information services utilizing smartphones and other devices, as well as mobile internet.
Planning, production, and operation of services.

<About Marketo>
Company Name: https://jp.marketo.com/
Location: 34F, Roppongi Hills Mori Tower, 6-10-1 Roppongi, Minato-ku, Tokyo
Representative: Yasutaka Fukuda (President and CEO)
Date Established: November 6, 2013
Business Description: Provides a marketing platform that delivers the right message at the right time through the appropriate channel to companies of all sizes and industries, spanning digital and analog channels.

*1 Dentsu e-marketing One will be merged into the new company "Dentsu Digital Inc." (Headquarters: Minato-ku, Tokyo; President and CEO: Yoshito Maruoka), to be established on July 1.
*2 Growth Hacking: A collective term for methodologies and mindset that improve/grow services by analyzing and monitoring data, including design and development innovations for products/services.
*3 Omnichannel: The ability to shop seamlessly anytime, anywhere, across all touchpoints—including physical stores, mail order, and e-commerce channels—with a consistent experience.
※4 Scoring: A function that assigns scores based on customer access frequency and attributes to identify high-value prospects.
※5 UX: Abbreviation for User Experience. The overall term for the entire series of experiences a user gains when interacting with a service.
※6 LTV: Abbreviation for Lifetime Value. The total amount a user pays for a service or the total value a user holds. When purchases or payments are the goal, it can also be referred to as Customer Lifetime Value.

*All company names, logos, and product names appearing in this release are registered trademarks or trademarks of their respective owners.
*The information contained in this release is current as of the date of announcement.

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【Contact for Release Inquiries】
Dentsu Inc. General Affairs Bureau, Corporate Communications Office, Public Relations Department
Nagasawa, Yamada TEL: 03-6216-8041

【For inquiries regarding the solution】
Dentsu Inc. Business Creation Center
Katayama, Asano TEL: 03-6216-8687

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Dentsu Inc. News Release: http://www.dentsu.co.jp/news/release/2016/0617-008966.html