Dentsu Inc. to Launch "Machilog" for Analyzing Downtown Behavior Data in December
― First Phase: Shibuya and Omotesando; Dynamic, Detailed Visualization of Street Traffic Flow ―
Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Nao Ishii), in collaboration with DOCOMO Insight Marketing Inc. (Headquarters: Minato-ku, Tokyo; President: Masaru Otakeguchi) and Microbase Inc. (Headquarters: Minato-ku, Tokyo; President: Hiroaki Sengoku), will begin offering "Machilog," an analysis solution based on consumer behavioral data, from early December.
Machilog enables analysis using data from a specific one-month period within "Mobile Spatial Statistics®" data. This data leverages base station information from approximately 70 million Docomo mobile phones nationwide. While Mobile Spatial Statistics only represents demographic information indicating group attributes and numbers (and thus cannot identify individual users), its high population coverage rate captures figures closest to actual conditions at present.
While Mobile Spatial Statistics data has a minimum mesh size of 250m, outdoor advertising planning, especially in urban areas, requires capturing people flow at a finer granularity. Therefore, using Microbase Inc.'s technology, which excels at analyzing location and statistical information, we perform "downscaling" to micro-meshes (25m mesh). As the first step in this initiative, we have launched an analysis solution for the Shibuya/Omotesando area.
This enables the quantification and visualization of outdoor advertising circulation patterns, previously difficult to measure, by aggregating data for each 25m mesh based on gender, age group, day of the week, and time of day. Using this solution, advertisers can compare and evaluate multiple media locations scattered within the same area based on circulation metrics for each axis. It also enables dynamic, detailed capture and visualization of target audience behavior data, which is expected to vary significantly by time of day or day of the week. Consequently, it is now possible to build a system that delivers multiple advertising materials, each targeting different audiences, at the optimal timing for each specific location.
Currently, analysis is focused on the Shibuya/Omotesando area with data updates planned twice yearly. Moving forward, we plan to expand the service to include major downtown areas across seven key regions nationwide (Tokyo/Osaka/Nagoya/Sapporo/Fukuoka/Sendai/Hiroshima), encompassing other Tokyo areas. Furthermore, to enhance and expand the solution, we will also work on analyzing and visualizing data during "special periods" where unique behavioral patterns are anticipated, such as the year-end/New Year holidays, Golden Week, and Halloween.
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