Dentsu Inc. and Dentsu Digital Inc. Develop "People Driven Marketing," an Integrated Framework that Consolidates and Enhances Group-Wide Marketing Approaches Centered on "People"

The text of the Dentsu Inc. news release distributed on September 7 is as follows.

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September 7, 2017

Dentsu Inc. and Dentsu Digital Inc. Develop "People Driven Marketing," an Integrated Framework Consolidating and Enhancing Group Marketing Methods Centered on "People"

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto) and its wholly-owned subsidiary Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; CEO: Norihiro Kureya) have developed "People Driven Marketing," an integrated framework that consolidates and advances marketing methodologies within the Dentsu Group, centered on the individual.

Today, the challenges faced by companies have become increasingly complex, making it difficult to solve them with isolated digital know-how or methods alone. While companies are advancing the integration of all marketing initiatives, there has been a need for integration from a broader perspective.

The newly developed "People Driven Marketing" integrates the diverse marketing approaches accumulated by our group, centered on "people." This enables not only the visualization of targets but also the consistent management of all stages within a funnel model—from awareness to purchase and repeat purchase—using unified evaluation metrics. Consequently, it can meet companies' demands for improving marketing ROI (Return on Investment).

Specifically, we redefine business and marketing challenges from a people-centric perspective. We integrate and execute strategies with the ideal marketing goal of "delivering the desired content to the right people, in the right place, at the right time."
Furthermore, "People Driven Marketing" focuses on people's <awareness> and <behavior>, designing the overall structure of human movement from an ROI perspective. Its key characteristics are: a large-scale marketing cycle that enables a more sophisticated PDCA (Plan→Do→Check→Action) cycle based on post-implementation effects and feedback; and the ability to manage via KPIs (Key Performance Indicators) that measure whether people actually took action.

<DENTSU Inc.'s Original Framework Integrating Planning Philosophy, Tools, and Solutions>

Furthermore, in developing this integrated framework, the underlying DMP (Data Management Platform) was renamed from the previous "dPublic" (Dentsu Inc.'s proprietary public DMP) to "People Driven DMP," with enhanced functionality.
The "People Driven DMP" is an integrated marketing platform that connects not only the audience data (like cookies) previously held by dPublic, but also smartphone-derived audience data, actual TV viewing log data, purchase data, and more, all centered around the individual (People). It covers the entire journey, from uncovering potential customers to turning them into loyal customers—the full funnel. To enhance its capabilities, we have established the "People Driven DMP Partnership" through collaborations with companies across various fields, including "Media/Content," "Digital Platforms," "EC/Purchasing," and "Panel/Measurement." This enables advanced solutions powered by data and technology.

As the first step in strengthening people-centric insight data, we conducted "PDM Tunes 1.0," a large-scale survey of 200,000 samples nationwide. Supervised by Dentsu Inc.'s marketing specialists across various industries, this survey examined all sectors on a brand-by-brand basis. By cross-referencing this survey data with various behavioral data—such as TV viewing history, online audience data, and purchase data—we can now plan and evaluate advertising communications with greater precision. This approach incorporates human consciousness and emotions into traditional personas (customer profiles).

Moving forward, our group will continue to strengthen the foundation of "People Driven Marketing" through partnerships with companies possessing various people-centric data and the latest technologies. We will contribute to our client companies' goal achievement through more sophisticated planning and execution.

＜People Driven DMP Partnership＞

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2017/0907-009356.html