Dentsu Inc. Launches New Service "SPORTS CLUSTER MARKETING"

Dentsu Inc. has launched a new service called "SPORTS CLUSTER MARKETING" to expand the potential of sports. Using proprietary cluster analysis, it comprehensively captures the awareness, values, and behavioral characteristics of sports fans, supporting more effective utilization of sports content in marketing activities.

This service marks the first initiative to extend Dentsu's proposed next-generation marketing model, "Marketing For Growth," into the sports business domain. It performs cluster analysis of sports fans based on proprietary data from two perspectives: competition axis and awareness axis. By delving deeper into the characteristics and insights of sports fans within each cluster, it supports the consideration of sports sponsorships and assists sponsoring companies in their marketing activities.

Development leveraged a secure data clean room (DCR), combining behavioral data held by telecommunications carriers with proprietary large-scale asking survey data (covering approximately 60,000 people). This analysis accumulated practical data capturing the attitudes and behaviors of sports fans within each cluster.

Furthermore, by integrating with the on/off integrated marketing platform "STADIA360," it became possible to analyze and plan television viewing trends for each fan cluster. This enhances the synergistic effect between sports sponsorships and TV advertising placements, while also enabling multifaceted verification of advertising effectiveness through ID data analysis.

Furthermore, by linking cluster ID data with data holders and digital platform providers, it has become possible to deliver digital advertising tailored to specific characteristics and develop creative messages utilizing AI. This enables the realization of more precise sports communication.

● Sport-Based Clusters
By comparing attribute information such as age and gender, along with behavioral data like apps used and purchase categories, for fans of 10 sports, this data can be utilized for selecting sponsored sports and designing communications.

〈Cluster〉

〈Profile Sheet Example〉

● Attitude-Based Cluster
Beyond analyzing fans by sport, this cluster analysis is based on the mindset of sports fans. It can be used to design approaches targeting specific groups, such as those who want to support the Japanese national team or those seeking a sense of unity when watching sports.

〈Cluster〉

〈Profile Sheet Example〉

◼️Press release regarding this matter is available here