Fujitsu Launches DMP Integration Service to Enhance Companies' Promotions
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.
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.