Hirofumi Hamaguchi
Managing Director
Data & Technology Center
Within DX, Dentsu defines the area related to consumer perspectives aimed at corporate BX and growth as marketing DX, and provides all-out support for the creation of infrastructure that provides marketing innovation.
Particularly important for marketing DX are developing:
- New services, which are the backbone of BX
- Marketing infrastructure to support business growth
Following is an overview of what Dentsu values in terms of the development of marketing infrastructure to support business growth.
Human Behavior: Designing Feelings
Corporate sales and profits represent the culmination of consumer behavior. As consumer insight professionals, Dentsu is continuously devising measures (including campaigns, services, and information) applicable to DX in terms of the constant focus on how to influence consumer behavior and provide solutions.
Specifically, with regard to data comprising an important element of DX, rather than capturing data as is, we implement designs from the perspective of “which consumer behaviors the data represents.” Thus, in verifying effectiveness, we ascertain the kind of measures presented to which consumers and how consumer behaviors changed as a result.
To understand consumer behavior in this way, we consider which data are optimal and what mechanisms should be used to acquire them, then consider how to acquire the required data.
In an environment where protection of data privacy is being strengthened—including a movement to cookie-less browsing and opt-ins for identifier for advertisers tracking on iPhones—opportunities are increasing for consultations on how data can be used when implementing DX. Dentsu often has been asked what new ID might replace cookies, and whether any new technologies might be able to overcome the current environment, with its inadequate data protection.
Dentsu will address these issues with a focus on human behavior. The problem is that consumers are often unaware that their personal data is being acquired and used in unforeseen ways. Thus, it is important that they be provided with details of how their data is being used, and that they be convinced of the benefits before they agree to provide personal data. Obtaining appropriate permission from consumers and utilizing their data will enable us to provide a better customer experience.
In terms of the use of personal data, Dentsu believes that establishing a positive cycle, as in the following data ecosystem, will be a factor in the continuing success of DX.
Further, since Dentsu continues to base its understanding of optimal communication on consumer insights, we are able to provide appropriate benefits.
Perseverance Leads to Sustainable DX
Even were we able to build a mechanism to realize a positive cycle in the aforementioned data ecosystem, with no measures causing consumer behavior to change, corporate sales and profits would not increase.
Thus, rather than concepts or mechanisms, it is critical that specific measures be implemented leading to behavioral changes, and that one persevere until tangible results are achieved.
As already mentioned, the ability to create a positive data ecosystem would allow the daily collection of personal data, which would create opportunities to improve measures. In other words, it will facilitate always-on marketing. For this to be implemented, we must create one team with client companies and implement a series of processes, from personal data collection and storage, to data analysis, policy planning, creative production, and the implementation of measures.
The Dentsu Group has the ability to form a team with client companies and engage in always-on marketing. In July 2021, Dentsu partnered with BrainPad Inc., to establish Dentsu Cross Brain Inc., in order to formulate and implement data-oriented measures with strong analytical capabilities.
As capabilities required for engaging in always-on marketing represent an important area for the sustainable growth of client companies, in a growing number of cases in-house production is desirable, as it can be implemented without depending on external entities.
Dentsu thus provides training programs according to which employees are permanently dispatched to client companies in a professional capacity to become team members, take charge of human resource development, and support the company until it is ultimately able to engage in always-on marketing on its own.
Dentsu will maintain the human behavior perspective, asking if we have influenced consumer behavior and, by implementing specific measures, if we continue to place value on execution capabilities and providing support. We will be expected to persevere until tangible results have been achieved in terms of client-company sales and profits.
At the same time, in the DX domain, we will provide marketing platforms to sustainably support business growth.
Author
Hirofumi Hamaguchi
Managing Director
Data & Technology Center
Hirofumi Hamaguchi is an expert in building data ecosystems based on behavioral data (regarding purchasing behavior, web migration) and supports business growth as he implements the PDCA cycle. At the same time, he is particularly skilled at creating and managing key performance indicator-related designs, recommendation engine development, and other PDCA cycle-related mechanisms. As the field director for the development and management of people-driven data management platforms, he is a provider of solutions.
Hamaguchi is a director at Dentsu Cross Brain Inc. and Data Artist Inc.
He holds a Master of Engineering (Financial Engineering) degree, is a registered small and medium enterprise management consultant, and serves as a personal information protection officer.
