Develop and provide new marketing services that combine "purchase data" with "media contact data such as television and social media."

2016.03.11 Press Releases
CCC Marketing Co., Ltd.

-Realized through R&D collaboration with Hakuhodo DY Media Partners-

CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; CEO: Masuda Muneaki; hereinafter "CCC Marketing"), a group company of Culture Convenience Club Co., Ltd. (hereinafter "CCC") that operates a database marketing business, has collaborated with Hakuhodo DY Media Partners Inc. (hereinafter "Hakuhodo DYMP") in the field of R&D to statistically analyze purchasing data on over 57 million people held by CCC and data obtained from completely different sources, such as media contact data on television and social media, and have conducted research and demonstration experiments to reflect the inferred results in targeting. Having confirmed the effectiveness of the results and the validity of the method through this proof-of-concept experiment, we are pleased to announce that, starting in April 2016, we will be collaborating with Hakuhodo DYMP to develop a new marketing service that utilizes this targeting method.

In a proof-of-concept experiment conducted in preparation for the provision of marketing services, targeting was carried out across multiple categories of consumer goods and multiple campaigns, reflecting the results of an analysis of media exposure and purchasing trends. Compared to a control group (non-targeting), this method was found to be highly effective, with conversion and purchasing effects up to six times higher and CTR up to three times higher. Furthermore, a subsequent survey to measure the effectiveness of the campaign found a high correlation between the users estimated through preliminary statistical analysis and their actual media contact behavior, confirming the effectiveness of this method.

This service allows advertisers to statistically estimate the affinity between publication media and users and use this information in planning approaches such as web advertising, email, and direct mail. This allows advertisers to implement more effective targeting measures in conjunction with mass promotions.

CCC Marketing will continue to provide an environment, or culture infrastructure, that makes people and the world more fun and happy through database marketing.

Materials related to this matter

Develop and provide new marketing services that combine "purchase data" with "media contact data such as television and social media."

Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations: Ando
TEL: 03-6800-4464