CCC Marketing and Kanazawa University launch joint research project to utilize T-Point data in regional urban development planning

2020.11.06 Press Releases
CCC Marketing Co., Ltd. / Kanazawa University

　

CCC Marketing Co., Ltd. (Head office: Shibuya-ku, Tokyo; CEO: Kazuhiko Kitamura), which operates a marketing solutions business, and the laboratory of Associate Professor Makoto Fujio (Transportation and Disaster Prevention Urban Planning Laboratory) of the Department of Earth Science and Engineering, Faculty of Science and Engineering, Kanazawa University, whose university charter states that it is "an education-focused research university open to the local community and the world," have launched a joint industry-academia research project to utilize T-POINT data for "urban development for the local community."

This project aims to utilize this information in regional transportation planning, disaster prevention measures, and tourism policies through joint research on the theme of "urban development for the region" between CCC Marketing, which has multifaceted information on T-member attributes as well as travel and purchases, and the Fujio Laboratory, which conducts interdisciplinary research based on civil engineering using knowledge from various fields such as big data, informatics, medicine, health science, statistics, and AI.

Possibilities as a new indicator for citizen dynamics surveys

A major feature of T-POINT data is that it can capture the actual movement of people in regional cities, where change is accelerating, in real time, and also allows for comparison over time. As part of this project, a survey and analysis of changes in the dynamics of T members living in the Kanazawa metropolitan area (four cities and two towns: Kanazawa City, Hakusan City, Kahoku City, Nonoichi City, Tsubata Town, and Uchinada Town) due to the COVID-19 pandemic was conducted in September 2020, and the validity of the data was verified.

Utilizing a co-creation platform to solve problems

This project also utilizes Blabo!, a co-creation community site where over 27,000 consumers act as planners to help companies and government agencies solve their problems. The site is also soliciting ideas on tourism and disaster prevention, and is being used as a tool for discovering insights. In the future, we plan to take on initiatives that utilize the assets of the Culture Convenience Club (CCC) Group, which has strengths in lifestyle proposals.

Comment from Associate Professor Makoto Fujio of Kanazawa University

As the lifestyles of citizens become increasingly diverse, it is becoming increasingly difficult to grasp the actual state of behavior and put "urban development for the community" into practice using existing statistical data alone. However, what can be seen from data containing a variety of attribute information, known as big data, is very interesting when it comes to the behavior of citizens. T-POINT data is big data that not only contains travel information but also information from a new perspective, such as purchasing, and is expected to make a significant contribution to the formulation of regional transportation plans, disaster prevention plans, and tourism plans. By combining and analyzing existing statistical data with T-POINT data, it will be possible to formulate various "detailed and thoughtful" policies. We hope that T-POINT data will be a valuable piece of big data that can be put to great use in formulating new urban development policies in the COVID-19 era. In this project, we have begun analysis using T-POINT data, and have been able to discover new patterns of citizen behavior that had not previously been identified.

Comment from Kazuhiko Kitamura of CCC Marketing Co., Ltd.

We aim to make effective use of T-POINT data to realize city development in which citizens play a central role in regional DX (digital transformation), such as the upcoming Smart City initiative. Starting with this project, we will continue to work to contribute to the formulation of policies by local governments and businesses in order to help the region recover economically and revitalize civic activities.

CCC Marketing's group mission is "UNIQUE DATA, SMALL HAPPY." We aim to create a society where "UNIQUE DATA, SMALL HAPPY." is realized by creating value from a wide variety of data using technology and ideas, connecting individual lifestyles with the society around them, and bringing small joys to each and every person every day.

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CCC Marketing and Kanazawa University launch joint research project to utilize T-POINT data in regional urban development planning

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CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464