Dentsu Inc. and Dentsu Macromill Insight, Inc. launch "Agile Audience Analytics," a new service that links survey monitor attribute data with site analysis tools in real time.

The text of the Dentsu Inc. news release distributed on June 27 is as follows.

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June 27, 2016

Dentsu Inc. and Dentsu Macromill Insight, Inc. Launch "Agile Audience Analytics," a New Service Linking Survey Monitor Attribute Data to Website Analytics Tools in Real Time

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii) has developed a new service, "Agile Audience Analytics," ^{which enables real-time linkage of external survey monitor attribute data*1 to} website analytics tools used by client companies. Starting today, this service will be offered jointly with Dentsu Macromill Insight, Inc. (Headquarters: Chuo-ku, Tokyo; President: Tetsuya Shinoda).

Currently, companies analyzing their own website data are focusing not only on understanding behavioral metrics ^like CPC (Cost Per Click) ^*2and CPA (Cost Per Action) ^*3, but also on capturing insights that contribute to branding by identifying the attribute data (gender, age, marital status, presence of children, etc.) of site visitors.

While services existed that linked external survey monitor attribute data ^to various site analytics tools ^{and DMPs (} Data Management Platforms ⁾ used by companies to supplement the accuracy often difficult to guarantee ^{with traditional} site analytics ^{using estimated audience data,} these services only linked data retrospectively to analysis results. They did not provide a service enabling immediate use of attribute data during site analysis.

In contrast, the newly developed "Agile Audience Analytics" enables real-time linking of attribute data from Japan's largest external survey panel to any website analytics tool or DMP. This allows for more precise and timely measurement of reach to the initial target audience set during the planning stage of online advertising strategies, enabling significantly faster PDCA cycles for ad operations. Furthermore, it easily links any customer segments extracted from site analytics tools or DMPs with survey monitor attribute data to select survey participants. This facilitates additional measures like conducting surveys, aiding in strategic course corrections.

Moving forward, Dentsu Inc. will continue to innovate in visitor profiling technology to help client companies achieve accelerated PDCA cycles for their communication strategies in the digital marketing domain.

*1 Attribute data: Accurate attributes self-reported (registered) by survey participants, such as gender, age, marital status, and presence of children.

. This data is utilized while ensuring individual anonymity.

※2 CPC: Abbreviation for Cost Per Click. Indicates the cost per click.

※3 CPA: Abbreviation for Cost Per Action. Indicates the cost per instance, such as an application or purchase.

※4 Estimated Audience Data: Non-personally identifiable "person" data managed via cookies. Attributes of that "person" are estimated based on their online behavioral history.

※5 DMP: Abbreviation for Data Management Platform. A platform for collecting and utilizing marketing data.

 

■Service Concept Diagram for "Agile Audience Analytics"