CCC Marketing launches TV commercial analysis tool "MKW Program Optimizer"

2020.11.10 Press Releases
CCC Marketing Co., Ltd.

--One of the largest in Japan! Find the best combination of programs with TV data from 250,000 people in the Kanto, Chukyo, and Kansai areas!--

CCC Marketing Inc. (Headquarters: Shibuya-ku, Tokyo; President and CEO: Kazuhiko Kitamura), which operates a marketing solutions business based on "unique data"*1, is pleased to announce that it has begun offering the TV commercial advertising analysis tool "MKW Program Optimizer" (hereinafter "MKW PO") to advertisers, advertising agencies, and TV stations from Tuesday, November 10, 2020.

　MKW PO is an analytical tool that utilizes marketing data*2 that combines TV viewing data and purchasing data from 250,000 people in the Kanto, Chukyo, and Kansai areas to compare and discover the optimal program combinations that will have the most impact on various marketing targets. With simple operations, you can optimize the combination of programs you offer based on a variety of KPIs, including reach, FQ (frequency) per person, reach efficiency (CPM), and cost per impression. This time, the service will start in the Kanto, Chukyo, and Kansai areas, and will be expanded to include television viewing data from approximately 390,000 people across Japan.

Features of "MKW Program Optimizer"

1. KPI-friendly metrics
Programs and combinations can be evaluated using indicators suitable for KPIs such as reach rate, acquired FQ, estimated population reached, CPM, and cost per impression.

2. Setting appropriate segments for your marketing targets
You can set segments suitable for your marketing targets, such as MF3 demographic, men and women aged 15-69, car-owning men and women, and category buyers.

3. Setting a budget for each program
You can freely set the advertising fee for each program and select the optimal program combination within your estimated budget.

4. Simple and easy to understand
It is a tool that can be operated easily and quickly with Tableau. Data download is also possible.

Overview of "MKW Program Optimizer"

■ Target area and TV station: Affiliated commercial TV stations in the Kanto, Chukyo, and Kansai areas
■Target programs: Regular programs (excluding special programs)
■Configurable analysis segments: Various segments can be configured, such as MF1-3 layer, demographics (children, car ownership, annual household income, etc.), and category purchase experience.
　*The number of categories and segments varies depending on the area.
■Other setting conditions (other than those above)
　1. Evaluation indicators: reach rate, estimated reach population, FQ per person, estimated total FQ, CPM, cost per impression, etc.
　2. Incremental Indicator: You can immediately see which program has the highest incremental reach for the current program combination.
　3. Advertising amount: can be freely entered
■Other features:
　1. Sorting function (ability to sort by evaluation index)
　2. Download function (function that allows you to download data as images, CSV, etc.)

*We also offer menus to meet various requests.

[About the free demonstration briefing session]
A free demonstration briefing will be held from Thursday, November 12th to Friday, December 18th, 2020, where you can see actual analysis tools. Please contact us at the address below.

　CCC Marketing believes that "unique data can be used to solve problems."" is our key message, and we aim to be a company that uses technology, communication skills, and proposal capabilities to solve the problems faced by a wide range of companies, based on the valuable and diverse data we receive from consumers.

*1 Unique data refers to over 70 million single IDs, over 5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 200,000 stores, 300 items of customer DNA persona data, offline and online movement and behavior data, media contact data, and CCCMK Group's original enhanced data.
*2 These figures are as of the end of September 2020 and have been statistically processed to prevent individuals from being identified.

Materials related to this matter

CCC Marketing launches TV commercial analysis tool "MKW Program Optimizer"

Inquiries regarding this matter
[Inquiries from the press]
CCC Marketing Co., Ltd.
Public Relations Officer: Ando
TEL: 03-6800-4464

[Inquiries regarding "Market Watch"]
CCC Marketing Co., Ltd.
TV Data Planning Unit: Emoto, Nagashima, Kinoshita
MAIL：cccmktvdataplan@ccc.co.jp