Marketing DX Support
In a world where the business environment is rapidly digitalized, many companies are focusing on digital marketing, recognizing that traditional initiatives alone can no longer address the diversifying needs of customers. What we need now is the digital transformation of marketing to create new, digital-driven business values.
By promoting marketing DX, businesses can improve the accuracy of data-based initiatives as well as productivity in unskilled jobs with increased efficiency. In so doing, clients can expect to raise the value of experience at every touchpoint with customers including through the development of products and services that exactly meet the needs of users and the provision of personalized information, thus improving the customer experience (CX) as a whole.
Hakuhodo DY ONE offers optimal solutions to challenges facing clients in marketing DX, including the shortage of knowledge resources in introducing and operating technologies. We provide end-to-end support ranging from the design to construction and adoption of a data platform tailored to the client’s business objective. Besides the introduction of technologies, we ensure real improvement in customer experience and data utilization to bring business growth to the client, leveraging expertise in both marketing and data.
Key areas of marketing DX supported by Hakuhodo DY ONE
By managing, analyzing and visualizing the dispersed customer data in an integrated manner, clients can design and deliver optimal initiatives depending on the needs and situations of individual customers. We also ensure data use and initiative optimization across a wide variety of channels for effectiveness measurement and continued improvement. Furthermore, we fully support DX for the sophistication of initiatives in the future, starting with priority areas depending on the challenges and conditions facing the client.
Capabilities of Hakuhodo DY ONE in data analysis and use
Hakuhodo DY ONE supports data-driven decision-making by the client with consulting based on its insights into marketing and solution-building skills developed over the years. Making the best of the following unique capabilities related to data use, we provide optimal solutions to accelerate the business growth of the client.
Point 1: Sophisticated data integration/analysis techniques and specialized talents
We are equipped with know-how and techniques to integrate, and perform cross-sectional analyses of a wide variety of data sources including advertising data, website data, CRM data, offline data and market/competitive data. With AudienceOne®, its proprietary DMP, at the core, Hakuhodo DY ONE ensures effective utilization of data. Our specialized talents, externally recognized with various qualifications, provide end-to-end support from implementation to adoption/operation. Our expert staff, well-experienced in the development and operation of AI-powered analytic tools, provide full support for DX efforts by the clients, ranging from consulting to development and analysis.
Point 2: Readiness for the latest technology and diverse solutions
We are proactively accommodating the latest digital technology for even more sophisticated data use. Our vendor-neutral perspective allows us to deal with a wide range of tools, as attested by our track record in numerous projects across industries and sectors. Leveraging our experience in the introduction and operation of AudienceOne®, Hakuhodo DY ONE’s original DMP, and various CDP/MA/BI tools, we are able to propose optimal solutions to meet the challenges and requests of clients from the professional perspectives of marketers and developers, through our solid partnerships with platformers.
Point 3: Track record in DX across industries/sectors and robust structure
Having led many DX projects to success in a wide variety of industries and sectors, we have the ability to provide end-to-end support from strategy planning to execution and operation. You can count on our expert team, gathered from relevant units, to provide support not only for the building of a DX environment and the optimization of operational processes, but also for the subsequent marketing program.
Service workflow
We start with requirements definition, identifying the objectives and challenges for data infrastructure development and developing an optimal data use strategy for the client. We then introduce and develop tools according to the strategy. And finally, we provide end-to-end support ranging from data use to insourcing to ensure sustained business growth.
Requirements definition: Development of data use strategy
We identify and clarify the objective, goal and current challenges (KPIs) for data marketing. Interviewing relevant departments, including systems and marketing, we analyze the current status of the relevant systems and data in detail.
Environmental development: Introduction of optimal data infrastructure and tools
Based on the defined requirements, we introduce and develop tools required for data use including data infrastructure and MA/BI tools. We develop an environment to facilitate data use, including for data integration, data processing and tool coordination, depending on the objective.
Data use: Support for execution and analysis
Leveraging integrated data, we support the execution of marketing initiatives, detailed analysis, dashboard visualization, and operational improvement, among others. We also provide other services as necessary, including the building of a machine learning model and the development of new products within the framework of data infrastructure.
Support for consolidation and insourcing: Establishment of a sustained improvement cycle
Through operational training on, and ongoing operational maintenance of introduced tools, our support ensures that a data-based PDCA cycle functions autonomously. At the request of the client, we can also provide a DX talent training package to facilitate data use, thus supporting the internal development of data use capabilities.
