Dentsu Inc. and Dentsu Digital Inc. establish "Data2Decisions Japan" (D2D Japan), a cross-group organization within Japan, to address global data analytics needs.

The text of the Dentsu Inc. news release distributed on July 8 is as follows.

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July 8, 2016

Dentsu Inc. and Dentsu Digital Inc. establish cross-group organization "Data2Decisions Japan" (D2D Japan) to enhance global capabilities in data analytics
Establishes Cross-Group Domestic Organization "Data2Decisions Japan" (D2D Japan)

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii) and its newly established subsidiary Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Toshiya Oyama), established on July 1, have today established the cross-group organization "Data2Decisions Japan" (abbreviated as D2D Japan) to enhance global capabilities in the data analytics field. This initiative is supported by Dentsu Inc.'s overseas headquarters, Dentsu Aegis Network (Headquarters: London, UK).

Data2Decisions (Headquarters: London, UK; URL: www.data2decisions.com/ ), a subsidiary of Dentsu Inc. Aegis Network, is a consulting firm that aims to maximize the ROI (Return on Investment) of its client companies' marketing activities through the full-scale utilization of various marketing data. With the establishment of Data2Decisions Japan, the company will now have business bases in 12 countries.

The establishment of Data2Decisions Japan comes against a backdrop of heightened interest in global-level data marketing within Japan, driven by the globalization of all aspects of corporate activity. There is a growing trend, particularly among major client companies, to utilize marketing ROI as a key management metric. In response to this situation, our group is establishing Data2Decisions Japan to build a framework capable of consistently supporting our clients' global marketing investments.

Simultaneously, it will introduce Data2Decisions' core strength—marketing measurement and improvement services—to the domestic market. This includes launching "Ecosystem Modeling," which clarifies the interactions of diverse factors impacting sales, such as search behavior, website access, and social media diffusion, thereby enabling more efficient marketing strategies.

Furthermore, we will provide various new solutions, including building the cloud service MEP (Marketing Effectiveness Platform). This platform visualizes sales forecasts and predicts optimal marketing budgets by clarifying the sales contribution of each complexly intertwined marketing initiative.

■ Conceptual Diagram of Ecosystem Modeling (Example)