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:
Break down users visiting WEBMART into segments and improve accuracy
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