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  3. Streamlined new user acquisition and advertisement delivery using private DMP

Streamlined new user acquisition and advertisement delivery using private DMP

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