PROGRAM

ExhibitionStage #1-9 Who buys and why? PDCA marketing strategy based on customer-driven purchasing data

For brand marketers, setting a "Who" and "What" strategy is one of the most important decisions that can affect sales.

However, it can be difficult to verify whether your target audience is buying and responding to your company's marketing according to your strategy, making it difficult to implement PDCA cycles at the strategic marketing level.

This session will introduce a method for quantitatively recreating target customers using purchasing data and visualizing "who buys and why." This will enable hypothesis testing of marketing strategies, which previously could not be quantified, and explain the PDCA cycle, which uses that data to implement effective measures.

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  Yuta Koike

  FEZ Inc.

  Group Manager, Product Promotion Group, Product Development Department

  

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  Yasuhiro Okunaga

  DENTSU INC.

  Marketing Consultant, Connection Planning Division 2, Marketing Bureau 1