5. Digital Intelligence Inc. is a next generation digital consulting company that offers
Marketing Communication platforms initiating from interactive and digital solutions.
We provide “Total Digital Consulting” services; dedicated to seek and pursue the
proper meaning of “ROI” to your company. However, our field is not only digital
marketing, technologies and tools. Our services including the experience of Mass
Media Plans & Buying, Creative Works and Storytelling.
Our clients are Cosmetic, Beverage, Housing Manufacturer, Food,
Telecommunications Carrier, Automobile and others. All is one of the leading
company in the Japanese market.
DI. Marketing Consulting and Planning Services
We offer consulting services in the following area:
• Digital marketing management/evaluation in organizations
• Digital marketing HR development
• Marketing platform development
• Website structure reforms
• Introduction of DSP/RTB, Audience Targeting(AT) programs, and etc.
• Introduction of Private DMP
9. Digital Marketing is...
Marketing used to be...
Marketing to be...
Marke*ng
One&to&One&Marke*ng
Direct&Marke*ng
Mass&Marke*ng
Internet&&
Marke*ng
Digital&Marke*ng
10. Marketing used to be...
Select the target!
Make an message, copy and commercial.
Pampers commercial "I feel pretty"
Luvs commercial
11. Marketing to be...
Target is whom reacted to the massage.
CLICK
6 times
Saw full ad
Sunday night
Click ad by
smartphone
No interest
Who are they?
What do they buy and interest?
20. 1. Managing third-party audience data in display ad.
How “Marketing& Ads”
use BIG DATA?
One big impact was
Lehman shock!!
21. DSP has come!
Finance Engineering people
outflow to Ads industry.
Engineers made DSP(Demand Side Platform).
22. Process in
0.05 sec
DSP?
② Send DSP profile of ad and
who is the visiter.
① Ad Request
③ Request for biding
Auction
70
DSP
④ Target the audience and decide
their budget and response.
Win
100
SSP
50
⑤ Response to biding
⑥ Decide the Winner
⑧
Ad Requested
⑦
Send tag
Send which DSP won and
tell the budget.
⑨ Send banner code
Collect Data
here!
⑩
Server
Request .jpeg file
⑪
Send .jpeg file
26. What DSP brought!?
He decide when and where.
At the restaurant he decide which dish to have.
“Okay, there is chefs special or... special price course. ”
He orders lady’s dish, too.
She have to eat in the fixed order.
He doesn’t actually know what she likes...
“umm, from my experience ladies prefer healthy
seafood or something...” k
Consumer
M a r e te
r
Same wine are served till the end.
28. What DSP brought!?
Consumer
M a r k e te
r
Walk after leaving, he asked her “How was the dishes?”
She answers “So so...”
He just gets insight like “maybe didn’t match her”
So he will be puzzled for next time
30. What DSP brought!?
He asked her, when is okay.
He decided to go to Italian. You know, she loves!
Again he orders... but this time he ask her,
“Fish? Beef? Pizza or Pasta or both!? Can you drink?
Red or White... maybe white wine will do for appetizer”
Knowing what she like and this time he can ask about
Consumer
dishes and change next Marketer
one!
32. What DSP brought!?
Consumer
M a r k e te
r
She was so satisfied.
Also he learned what she dislike so he can trouble shoot.
His next date will surely success.
33. What DSP brought!?
So many data stored...
When?
She loves Italian.
Fish? Beef?
White wine will do or not.
What she dislike?
to
M a r k e te
r
Drink?
AND
Both!?
Change next.
34. What DSP brought!?
So many data stored...
When?
She loves Italian.
Fish? Beef?
White wine will do or not.
What she dislike?
to
M a r k e te
r
Drink?
AND
to
Both!?
Change next.
35. What DSP brought!?
The DSP vendor!
They collect audience data
and get knowledge.
1. Managing third-party audience data in display ad.
36. What DSP brought!?
The DSP vendor!
They collect audience data
and get knowledge.
Some
Markete
rs
become upset!
Disagree storing data to DSP vendor
using their budget.
37. In-house DSP to In-house DMP
Some
Markete
rs
They drive DSP by their selves.
Collect audience data as first party data
and merge with third party data.
2. Define new target segment by merge first party data
with third party data and optimize marketing budget.
38. DMP brought up!
2. Define new target segment by merge first party data
with third party data and optimize marketing budget.
NOT JUST FOR DISPLAY Ads THING!
39. Have to Integrate corporate activities !
Corporate website
Web Analytics Tool/CMS Tool
TV commercial
Newspaper..
research
Web/Digital
division
DSP/Text ad
DSP
Ad
Sales Contract
Sales Force Automation
Advertising
division
ENTERPRISE
POS system
CRM/
Direct marketing
division
Grab new customer
PR/Brand manager
Social Media Optimization
Social Media
CRM
CRM
E-mail marketing
Retention
40. DMP will!!
Corporate website
Web Analytics Tool/CMS Tool
TV commercial
Newspaper..
research
Web/Digital
division
DSP/Text ad
DSP
Ad
Sales Contract
Sales Force Automation
Advertising
division
ENTERPRISE
DMP
POS system
CRM/
Direct marketing
division
Grab new customer
PR/Brand manager
Social Media Optimization
Social Media
CRM
CRM
E-mail marketing
Retention
41. Use DMP!!
Corporate website
Web Analytics Tool/CMS Tool
TV commercial
Newspaper..
research
Web/Digital
division
DSP/Text ad
DSP
Ad
Sales Contract
Sales Force Automation
Advertising
division
ENTERPRISE
DMP
POS system
CRM/
Direct marketing
division
CRM
CRM
Retention
E-mail marketing
Grab new customer
PR/Brand manager
Social Media Optimization
Social Media
1. Next strategy for CRM/ad/web making/contents...
2. From the data we can define who they are,
what they interest and don’t interest.
42. 2. From the data we can define who they are,
部 / フォロワー what they interest and 2
don’t interest.
eport, Consumer first, Inc.
hone5の
へ。
9/13 10:47
モ発売日 発売速
予約情報!! VER まとめ
2/9/13 13:04
ookメールログイン
Digital Intelligence Inc.
Members of
2012/9/13 10:44 shop.
apparel
2013/5/20 11:00
2012/9/13 10:45
Touch through many
information and purchase.
MSN Japan
2012/9/13 10:55
2013/5/20 11:05
MSN Japan
アップルが「iPhone5」発表、2
1日から日米などで発売 MSN産経ニュース
2013/5/20 20:00
2012/9/13 11:40
Read a news about this
summer hot record.
2013/5/20 19:00
2013/5/21 11:00
When to news site
again.
Yahoo!ニュース
2012/9/13 14:16
2013/5/21 20:00
ヤフオク!
Saw twitter of the
Movie star.
MSN Japan
Gossip site about
Movie star.
Apparel shopping site.
2012/9/13 14:20
2013/5/22 11:00
2013/5/22 12:00
iPhone | A社 Online Shop
Where the shop is.
Bought online.
43. 2. From the data we can define who they are,
what they interest and don’t interest.
What is the issue?
Many&client&analyze&only&by&their&own&customer’s&data.&
→Marketers&could&only&have&&one&side&or&a&part&of&customer’s&
insight.&
→Have&to&offer&right&analy8cs&for&Marketers.&
Integrate all the data and make a system
which clearly show the story that is
consistent in each customers.
Define how customers act.
Basic&Category &
Tokyo Thir8es Lady&
Consumer&Preference &
Want&to&skill&up Sex&and&the&city&like
Prefer&alcohol&&
Basic&Category &
Tokyo Thir8es Lady&
Consumer&Preference &
Parent Home&party stay&house&for&
long&
Saw$TV$commercial$of$the$product$
Saw$TV$commercial$of$the$product$
Consumer$Preference$Data
In6$Banner$Survey$
Know$Product$:$Don’t$know$
Wants$to$buy$:$No$
In6$Banner$Survey$
Know$Product$:$Know$
Wants$to$buy$:$No$
Purchase$Data
Reached$6$Cmes$on$banner$ad$$
Reached$3$Cmes$and$clicked$aEer$all$
Saw$TV$commercial$of$the$product$
Saw$a$brand$site.$
PURCHASE!$
Bought$with$medicine$$
Saw$friend’s$Facebook$$
LIKE$about$the$brand.$
Demographic$Data
TV$Program$RaCng$Data
In6$Banner$Survey$Data$
DMP
AWribuCon$Data
Finding&different&type&of&use&scene.&&
Planning&contents&by&considering&total&communica8on&integrate&Mass/&Digital&/&Real.&&
Search$by$Google$$
Reached$to$brand$site$again$
PURCHASE!$3$in$1$$
package$$at$super$market.$
IntegraCon$among$many$type$of$data,$part$of$the$user$story$grown$to$a$worth$use$customer$journey.$$
48. The Point for today.
Corporate website
Web Analytics Tool/CMS Tool
TV commercial
Newspaper..
research
Web/Digital
division
DSP/Text ad
DSP
Ad
Sales Contract
Sales Force Automation
Advertising
division
ENTERPRISE
POS system
CRM/
Direct marketing
division
CRM
CRM
Retention
E-mail marketing
Grab new customer
PR/Brand manager
Social Media Optimization
Social Media
Bird’s-eye view and think which data is useful.
49. The Point for today.
Corporate website
Web Analytics Tool/CMS Tool
TV commercial
Newspaper..
research
Web/Digital
division
DSP/Text ad
DSP
Ad
Sales Contract
Sales Force Automation
Advertising
division
ENTERPRISE
DMP
POS system
CRM/
Direct marketing
division
CRM
CRM
Retention
E-mail marketing
Grab new customer
PR/Brand manager
Social Media Optimization
Social Media
Bird’s-eye view and think which data is useful.