Lifestyle analysis service "MarketWatch Target Profiler" adds new menu for media planning based on target customer demographics

2022.08.04 Press Releases
CCC Marketing Co., Ltd.

- Expanding interest and purchasing intentions leading up to purchase -

CCC Marketing Inc. (Head office: Shibuya-ku, Tokyo; President and CEO: Makoto Tashiro), which operates a marketing solutions business based on unique data from approximately 70 million people*1, has added three new features to its lifestyle analysis tool "Market Watch Target Profiler," which it provides to advertisers, advertising agencies, and TV stations nationwide, that will lead to media planning based on target customer demographics.

Additional menu:
① Interest and purchase intention rates based on online behavior data such as page browsing
② Purchase amount, number of items, and frequency per person for food and daily necessities categories and brands
3) Purchase rate by magazine genre (e.g., business, travel, cooking, etc.)

Since 2014, CCC Marketing has been utilizing media and purchasing data to verify media effectiveness and provide planning, and since 2021 has been providing circular marketing support, including media buying.

One of these services, "Market Watch Target Profiler," uses lifestyle data from approximately 70 million people to provide marketing information for various target segments, such as viewers of specific programs or buyers of specific products. This time, we received requests from companies using this service to add things like interests and purchasing intentions as "intermediate variables" that fill the gap between basic demographics and purchasing, which is the answer to marketing, so we decided to add this menu. This makes the service more adaptable than ever to a wide range of media and promotion plans, tailored to each company's marketing circumstances.

For details on the additional menu, please see below.

About the three additional menus

[1] Analysis menu for "interest and purchase intent rate" based on online behavior data such as page views]
By browsing web pages, etc., you can discover what your target customer base is interested in and their purchasing intentions using approximately 400 different indicators.

Example: Fashion/Apparel (Men's, Women's, Accessories, Luxury Brands, etc.)
・Sports ("fitness," "soccer," "martial arts," etc.)
・Business (e.g., cloud services, digital advertising, security, office, and accounting software)
・Media and Entertainment ("Movies," "Dramas," "Music," etc.)
・Travel ("Travel destinations by overseas/domestic area", etc.) ... etc. Approximately 400 types

[② Analysis menu for "per capita purchase amount, number of items, and frequency of food and daily necessities categories and brands"]
By looking at the amount, number of items, and frequency per person of food and daily necessities purchases by your target customer group, you can gauge their loyalty and the importance of the target.

[③ "Purchase rate by magazine genre" analysis menu]
By purchasing magazines, you can discover what your target customer base is most interested in across approximately 40 categories.

For example, outdoor, business, cars, games, housing/interior, health, languages, etc. Approximately 40 categories

Overview of "Market Watch Target Profiler"

We analyze the lifestyles of our target customer base along the following axes, enabling persona analysis that can be used for media and promotion plans.

1) Demographic data: gender, age, family structure, occupation, annual income, habits, vehicle make/model, etc.
2) Residential area: Place of residence (up to city, ward, town, or village)
3) Orientation: Orientation towards clothing, food, housing, leisure, work, information, etc.
4) Food and daily necessities purchasing
　　 Purchase rate/lift value by category/brand, purchase amount per person/lift value 【addition】
　　Number of items purchased per person/lift value 【addition】
　　Purchase frequency per person/lift value 【addition】
5) Magazine purchases
　　Purchase rate/lift value by title
　　Purchase rate/lift value by genre 【addition】
6) Interest and purchase intention 【addition】
　　Analysis based on approximately 400 indicators, including fashion/apparel, sports, business, media/entertainment, and travel

Examples of using "Market Watch Target Profiler"

Example: Generation Z (men and women aged 15-25)

1. Demographic information and purchasing trends
Unmarried, living with family, student. He does not subscribe to a newspaper, and his hobbies include social media, games, karaoke, manga, and listening to music. I often buy nutritional drinks, blow-drying and styling products, lotions, etc.

2. Interests and frequently purchased magazine genres
High intention to purchase perfume. There is also a high level of interest in university entrance exams, driver's licenses, and job opportunities. Job openings show particular interest in the web, internet, games, creative, and IT engineering industries. We also actively acquire information on languages. It also collects entertainment-related information such as idol auditions. In addition, both men and women have a strong interest in fashion.

*In addition, it is possible to analyze detailed personas of anticipated customer demographics, such as "laundry detergent purchasing demographic," "high annual household income demographic," "purchasing demographic of own brand or competing brand," and "TV program viewers."

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 approximately 70 million single IDs, over 3.5 billion purchasing transactions per year, 6 billion types of product data handled by a network of 150,000 stores, customer DNA persona data consisting of thousands of items, offline and online movement and behavior data, media contact data, and CCC Marketing Group's original enhanced data.

Materials related to this matter

Lifestyle analysis service "MarketWatch Target Profiler" adds new menu for media planning based on target customer demographics

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

[Inquiries regarding "Market Watch"]
CCC Marketing Co., Ltd. Media Solutions Division Account Management Unit 1 Contact: Emoto, Nagashima Email: cccmktvdataplan@ccc.co.jp