Third-Party Data-Driven Solution to Deepen Customer Understanding
AudienceOne® Discovery
AudienceOne® Discovery is a solution designed to obtain a clearer picture of customers by combining the first-party data (owned data) of the client with the huge stock of third-party data (external data) held by AudienceOne®.
As touchpoints with customers become increasingly diverse and complex, CDP and CRM tools (customer management systems) may not help implement optimal marketing campaigns solely with the internally gathered first-party data. The optimal approach is impractical if there is insufficient data—a certain amount of information is required for membership registration. Or, it may be difficult to collect analytical indicators if the website attracts only a few visitors, for example.
AudienceOne® Discovery addresses this issue of limited customer understanding due to insufficient data by leveraging third-party (external) data that the client cannot collect on its own, thus capturing the previously invisible interests of customers to enable successful marketing campaigns.
Features of AudienceOne® Discovery
Visualizing the “now” of customers with vast amounts of data
We enhance understanding of customers by adding the following multifaceted data to the basic “demographic” data including on age, gender and annual income.
- Detailed demographic information: profession, family status, residential/work location (ZIP code level), etc.
- Interest data: analysis of user preferences classified into some 1,400 categories
- Online behavior data: estimation of users interested in specific keywords or taking similar action
Use case 1: Utilization for preventing disengagement
We detect signs of disengagement from viewing trends on external websites and changes in interests. We approach users at the stage of considering whether to cancel, to prevent their disengagement.
By leveraging third-party data that you cannot collect on your own, you can monitor the latest interests of customers and their viewing trends on competing websites and thus catch them just as they are thinking about disengagement. You can then prevent them from choosing to cancel while they are still unsure.
Use case 2: Utilization for cross-selling
We improve average customer spend (and thus maximize LTV) with cross-selling measures to propose other highly relevant products by leveraging the huge stock of data stored on AudienceOne® to discover new interests that are not visible solely from the purchasing history of your products.
Secure targeting not affected by data regulations
Intelligent Tracking Prevention (ITP) now makes it difficult to leverage third-party cookies with Safari, Apple’s web browser.
To address data regulations, Hakuhodo DY ONE offers
AudienceOne® ID
, which is a common ID solution capable of identifying users without relying on cookies. Indeed, this ID solution delivers the same digital marketing performance.
By leveraging AudienceOne® ID , AudienceOne® Discovery can identify up to 84% of Safari users, as compared with about 8% with existing measurement methods, thus attaining the same marketing performance as before.
Data stored on AudienceOne®
Hakuhodo DY ONE owns a wide range of data including on demographics, such as gender and age, and over 1,400 categories of interest. In addition, our proprietary add-on features including keyword search and “similar audience” also make it possible to develop new audience data tailored to the target audience.
| Demographics | Gender | Male Female |
|---|---|---|
| Age | 15- 18- 20- 22- 30- 35- 40- 50- 60- 70- | |
| Household income | >¥3 million ¥3–5 million ≤¥7 million- ≤¥10 million | |
| Profession | Student Housewife Salary earner (general, manager, executive) Other | |
| Family status | Single Married ｜ Children No children | |
| Location | Residence Workplace ｜ 47 prefectures Municipality/ZIP code | |
| Interests | Almost 1,400 categories | |
| Add-on | Keyword | Estimation and additional features regarding audiences interested in specific keywords |
| Similar audience | Estimation and additional features regarding audiences showing similar online behavior | |
| Cross-device |
Estimation and additional features regarding user behavior in alternative channels (browser ⇔ app) Estimation and additional features regarding user behavior with alternative devices (PC ⇔ mobile) |
|
Using data without changing the existing system environment
With AudienceOne® Discovery, you can coordinate first-party and third-party data to amplify the data volume available for promotional campaigns and customer analysis.
Its smooth operation in coordination with key CDP and CRM tools also allows the integration of AudienceOne® data with your existing system for instant application to analysis and promotional campaigns.
