[Principle 7] Start with DMP implementation to efficiently analyze and utilize data

Specifically, how can it be utilized to address which marketing challenges? Based on the following case studies,we will examine the significance of implementing a DMP .

 

Multifaceted Content Evaluation andKPI Development

Company A is a major beverage manufacturer that operates its own content site.

Specifically, they created and published content with various themes at a pace of once a week. Examples included topics like the company's sports sponsorship initiatives, trivia about product manufacturing methods, introductions to their corporate headquarters, and promotions for beverage events. The time spent selecting these themes, producing the content, and reviewing it was enormous, placing a significant burden on the responsible staff.

The challenge was the lack of visibility into what kind of themes to publish each time, what kind of results would be achieved, and how those would translate into benefits for the company.

While we monitored content page views (PV) and traffic flow datausing log analysis tools, the access numbers weren't particularly high, providing only minimal quantitative metrics.Therefore,we redesigned the log analysis tooland also introducedthe DMP " dPublic ,"enabling comprehensive analysis combining both thelog analysistool and the DMP.

We focused on three key perspectives for analysis:

① Traffic Generation: Segment-specific click-through rates for referral ads, organic visitor counts, etc.

② Content Engagement: Content completion rates,action rates onsocial mediabuttons (e.g., Facebook "Like" button)placed at the bottom of content

③ Conversion Power: Visit rate to linked product pages, navigation within the site by content viewers, etc.

Furthermore,we analyzedchanges in attitudes (shifts in the psychological state influencing decisions) and purchase intent among content viewers via surveys,the impact of TV commercials before and after campaigns, sales trend analysis, and the interaction between insights evaluation and mass marketing with purchasing.

 

This yielded several concrete insights, with the following three being particularly distinctive:

1. Suggestions for improving the content itself

Content varied in its ability to attract visitors or drive sales; no single piece of content excelled across all metrics. This led to the suggestion that content objectives should be designed upfront, clearly defining its role within the broader campaign context.

For example,we observedthat immediately after launching a TV commercial, traffic to related content surged for several weeks, coinciding with increased product sales.This confirmed the effectiveness of the "TV awareness → content understanding → purchase" funnel.

Furthermore, content evaluation varies significantly by segment. We revisited the combination tactics of "Target Audience × Appeal Method."

2.Implications forShort-Term KPIs and PDCA Guidelines

Analyzing various metrics revealed a very strong correlation between "content completion rate" and "purchase intent."

Since we know there is a significant correlation between the ultimate goal of "sales" and "purchase intent," "read-through rate"could potentially serve asa pseudo-KPI(a quantitative metric for evaluating performance).

Since completion rate is a metric available the very next day, evaluating its quality and applying insights to ad placement or content sequencingcanaccelerate content improvement. This enables a PDCA cyclewith the potential to ultimately maximize sales.

3. Derived Effects on Overall Marketing Activities

Implementing a DMP andpracticingmultifaceted evaluation and PDCAcycles has demonstrated a tangible effect of actively transforming internal marketing activities. While this effect is difficult to quantify, I believe it is extremely important.

At Company A, we collaboratively generated various hypotheses and decided on measures during campaign design. However, during report presentations, over 20 peoplefrom the advertising, research, and systems departmentsgathered. Through discussion,

This kind of earnest activity fosters mutual understanding of each other's roles and responsibilities while driving transformation toward active marketing. As an advertising agency and digital marketing strategy team, we worked together with shared purpose to drive these improvements.

Following this,Company A has launched a project to reevaluate the role of its entire owned media.