Kawasaki City enhanced convenience with a childcare support app that uses location information and open data

The challenge

• Managing customer information by each system makes it difficult to centrally understand user behaviors
• An effective approach is not in place for utilizing the company’s user information for delivering advertisements
• Creating segments for new angles to further improve the effectiveness of targeting ads

The solution

• Combined internal MyCloud bookmark user data with third-party data and WEBMART access log to perform the following verification experiment:
  1. Break down users visiting WEBMART into segments and improve accuracy
  2. Approach users visiting MyCloud who have not visited WEBMART
• Implementation period: Approx. 4 months
• Implementation cost: Approx. 8 million yen

The benefit

• Understand trends in services used by user by analyzing user behaviors across sites
• Visualize behaviors by user, which could not be understood through CRM and analyzing access logs
• Improve delivery efficiency by focusing delivery to user segments where delivering advertisements was effective. Expand delivery to similar users to acquire new users

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