Fujitsu Launches DMP Integration Service to Enhance Companies’ Promotions with Big Data Integration, Analysis

Fujitsu Launches DMP Integration Service to Enhance Companies’ Promotions with Big Data Integration, Analysis

Figure: DMP Integration Service diagram

This DMP Integration Service provides a data integration, analysis, and utilization platform to link the databases that integrate and manage a variety of mission-critical data held by companies, such as customer information, with access data such as internet searches and website views held by service providers. It provides optimal promotions based on individual purchase and activity histories, thereby integrating different customer channels. This system supports everything from collecting to utilizing data that matches the ways customers use their products, enabling the planning and implementation of promotions, including web promotions and email campaigns that take into account individual customers by integrating and analyzing a variety of data.

In advance of this launch, Fujitsu carried out a field trial in which it tested targeted advertisements using its PC shopping site, WEB MART. In the trial, Fujitsu linked its customer data with data held by Supership Inc., an advertising business, and by more narrowly targeting advertisements, this system was able to reduce by one-third from previous levels the cost per action (CPA)(1) across all customer actions, from ad views to customer purchases.

Going forward, Fujitsu will offer this service across a variety of marketing channels, supporting the digital transformation of the marketing space for companies.

Development Background

Recently, with the explosive spread of smart devices and social media, the whole concept of marketing has been changing in significant ways. In particular, attention has been centering on technology that records online activity histories and uses that data to maximize the value of customer experiences.

Fujitsu has an extensive customer base both in and outside Japan, and has built up a store of experience in using data over many years of building and operating mission-critical systems for customers. Now, in order to further expand customers’ businesses, particularly in the high-demand marketing space, Fujitsu is offering the DMP Integration Service to fuse core data, such as customer information held by companies, with internet access data, and use it in promotional activities.

In order to help its customers achieve their digital transformations, Fujitsu is making this service a core product in its Fujitsu Digital Business Platform MetaArc, which incorporates cutting edge technologies, thereby helping customers create new value in data utilization and strengthening their competitiveness.

About the DMP Integration Service

The DMP Integration Service integrates customer data collected through different channels, using Fujitsu’s proprietary technology to match this with anonymized online data and outside data held by third parties, creating a service platform that can add attribute data, such as interests and hobbies, to customer information, and integrate all of this data according to customer usage situations.

With this service, companies can carry out targeted promotional activities, which previously took a great deal of time and a number of personnel, in an autonomous fashion, including displaying personalized versions of company sites, providing high-quality recommendations on e-commerce sites, distributing promotional emails at optimized times, and improving the efficiency of web advertising. By providing this service, Fujitsu is contributing not only to strengthening engagement with existing customers for companies, but also to acquiring new potential customers to expand their business.

In addition, Fujitsu will support its customers by providing this service as a solution that leverages Fujitsu’s expertise in systems integration.

About the Field Trial

Fujitsu runs online retargeting ads(2) as part of promotional campaigns aimed at sharpening the inclination to spend by customers who are members of WEB MART, its PC shopping site. To further increase the efficiency of the promotion, it implemented the DMP Integration Service on a trial basis and verified the effects.

 
Trial period:  October-December, 2015 
Goals:         Improving the accuracy of retargeting ads and broadening the 
               outreach to new users using targeted web advertisements by combining 
               access logs and customer data. 
Data used:     Customer data for several million people, including account 
               information from the WEB MART PC shopping site and MyCloud personal 
               portal site, as well as access information from the FMWORLD product 
               site. 
Trial content: The above data was matched with audience data(3) for tens of 
               millions of people from Supership Inc., an advertising and internet 
               services company, and analyzed. 
Results:       For segments optimized on the basis of individual purchasing and 
               activity records, Fujitsu was able to concentrate on placing web ads 
               that were theorized to be more effective, reducing CPA to one-third 
               of previous values.