Dentsu Group and Adobe collaborate to offer the "Dual Funnel™ Solution," unifying "new customer acquisition" and "existing customer nurturing."

The text of the Dentsu Inc. news release distributed on February 15 is as follows.

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February 15, 2019

Maximizing Customer Lifetime Value Through "Internal Data Integration" and "External Data Integration"

Dentsu Inc. (Headquarters: Minato-ku, Tokyo; President: Toshihiro Yamamoto), Dentsu Digital Inc. (Headquarters: Minato-ku, Tokyo; President: Yoshihisa Suzuki), and Adobe Systems Incorporated (Headquarters: Shinagawa-ku, Tokyo; President and CEO: James McLeod; hereinafter "Adobe") have agreed to jointly provide the "Dual Funnel™ Solution." This solution unifies responses to two key challenges faced by client companies—"acquiring new customers" and "nurturing existing customers"—and collaboratively enhances marketing ROI.

Specifically, the solution integrates data around the "person" using the Dentsu Group's proprietary marketing platform, "People Driven DMP(※1)" (3rd-party data) and Adobe's data management platform "Adobe Audience Manager" (※2). This enables the integration of data from the "funnel for acquiring new customers" and the "funnel for managing existing customers," which were traditionally designed, managed, and operated separately within companies.

This "internal data integration" and "external data linkage" enables simultaneous, conceptually unified problem-solving for both new and existing customers, allowing for the optimization of overall marketing activities. For example, analyzing existing customers by combining their behavior data on owned media with behavioral and attitudinal data from the People Driven DMP reveals customer profiles with higher lifetime value. This enables targeted digital ad delivery specifically to these high-value customers.

For this solution, Dentsu Inc. and Adobe handle data integration and analysis, while Dentsu Digital Inc. provides system implementation and operational support for ad design and delivery.

<Concept Diagram of Dual Funnel™ Solution>

Moving forward, our group will continue to strengthen collaborations and alliances with various partner companies to evolve our people-centric integrated marketing approach, "People Driven Marketing."

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※1 People Driven DMP is built around Japan's largest audience data pool of unique browsers. It is a full-funnel integrated marketing platform that enables the utilization of audience data from PCs and smartphones, combined with TV viewing log data, panel data, purchase data, location data, and more, all centered around the individual (People).

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※2 Adobe Audience Manager is Adobe's audience management solution that integrates a company's online and offline data. It enables the creation of audience segments tailored to business requirements, facilitating ad placements, on-site targeting, and optimization. Seamless integration with the analytics solution "Adobe Analytics" and the targeting solution "Adobe Target" allows for the rapid discovery of potential target audiences and the execution of precise actions.

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That's all.

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Dentsu Inc. News Release
http://www.dentsu.co.jp/news/release/2019/0215-009753.html