Hakuhodo Group and CCC Marketing jointly develop "Panel Driver," an integrated marketing service based on one of Japan's largest research panels and actual purchasing data
2016.12.08
Press Releases
Hakuhodo Inc. / CCC Marketing Co., Ltd./ Tokyo Survey Research Inc.
Hakuhodo Inc. (headquarters: Minato-ku, Tokyo; President and CEO: Yuichi Toda; hereinafter "Hakuhodo"), CCC Marketing Co., Ltd. (headquarters: Shibuya-ku, Tokyo; President and CEO: Noburu Takeda; hereinafter "CCC Marketing"), a group company of Culture Convenience Club Co., Ltd. (hereinafter "CCC") that engages in database marketing, and Tokyo Survey Research Inc. (headquarters: Chuo-ku, Tokyo; President and CEO: Toshiyuki Shibuya; hereinafter "TSR"), a market research company of the Hakuhodo Group, are pleased to announce that they have entered into a business partnership to jointly develop and begin offering "Panel Driver," an integrated marketing service based on approximately 12 million members of a research panel*1 that is based on actual purchasing data from T-CARD.
*1 Members who have consented to receiving survey emails as of the end of October 2016
In recent years, with the advancement of digital technology, there has been a growing trend to utilize big data such as purchasing data in marketing. Furthermore, by using online research to understand not only actual purchasing behavior but also the underlying consciousness and motivations of consumers, it becomes possible to gain more 3D insight into consumers.
"Panel Driver," which has been jointly developed by the three companies, will be offered as an integrated marketing service based on a new online research service.
As an online research service, we have introduced a new scheme that combines TSR's research planning and analysis capabilities with CCC Marketing's research panel based on actual purchase data. This enables multifaceted insight into consumers, including "behavioral" analysis using actual purchase data and "attitude" analysis using online research of purchasers, and also makes it possible to carry out one-stop marketing development tailored to specific issues on the same panel.
Through Panel Driver, we will combine Hakuhodo's sei-katsu-sha insight planning capabilities, the CCC Group's one of the largest client bases and database marketing capabilities in Japan, and TSR's research planning and analysis capabilities to improve corporate marketing ROI.
The specific roles of the three companies are as follows: Hakuhodo will be in charge of sales, overall production, consumer insights, and marketing planning; CCC Marketing will select and approach targets based on actual T-CARD purchasing data; and TSR will be in charge of survey design, questionnaire implementation, and statistical analysis.
Please note that personal information held by CCC Marketing will be managed by CCC Marketing and will not be provided to companies that have implemented "Panel Driver."
Features of "Panel Driver"
We support corporate marketing activities by providing consumer insights based on online research and actual purchasing data, as well as marketing planning and implementation. It can be used for marketing general consumer goods in general as a target category.
① Online research
You can conduct online research*2 using one of Japan's largest research panels, consisting of approximately 12 million T-CARD members. It is also an online research service that allows for target screening based on actual purchase data. This makes it easier to conduct research on purchasing demographics that were previously difficult, such as new products that have just been released, products that are often impulse bought, and products with low appearance rates.
*2 Promotions on the same theme will not be made to research subjects.
② Consumer insights through online research and purchasing data analysis
By utilizing actual T-CARD purchasing data*4 of 60.82 million people*3, it is possible to understand the demographic characteristics of specific product buyers, concurrent purchases, and inflow/outflow status. By conducting online research on this specific purchasing demographic, it is now possible to gain insight into purchasing attitudes.
*3 As of the end of October 2016, active and unique members who have used T-POINT in the past year and have multiple T-CARD are counted as one person.
*4 This is statistical data that has been processed so that individuals cannot be identified or specified.
3) Various marketing measures based on online research
Based on the consumer insights gained from ① and ②, we will develop products and plan and implement promotional measures such as email distribution and direct mail. In particular, it makes it possible to target marketing to specific purchasing groups, which can lead to improved marketing ROI.
Materials related to this matter
Hakuhodo Group and CCC Marketing jointly develop "Panel Driver," an integrated marketing service based on one of Japan's largest research panels and actual purchasing data
Inquiries regarding this matter
CCC Marketing Co., Ltd.
Public Relations: Ando
TEL: 03-6800-4464
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