Generation of Marketing Data through Use of Technology:
In recent years, the environment surrounding companies and consumers has been markedly changed with advancement of technology. In particular, the evolution of AI-related technologies, especially machine learning, has enabled companies to collect and analyze big data, providing opportunities to creat...
| Main Authors: | , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2023-03-01
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| Series: | Maketingu Janaru |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.024/_html/-char/en |
| _version_ | 1797855322502594560 |
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| author | Yuki Haga Naoto Onzo |
| author_facet | Yuki Haga Naoto Onzo |
| author_sort | Yuki Haga |
| collection | DOAJ |
| description | In recent years, the environment surrounding companies and consumers has been markedly changed with advancement of technology. In particular, the evolution of AI-related technologies, especially machine learning, has enabled companies to collect and analyze big data, providing opportunities to create and communicate customer value. However, in today’s rapidly changing market, it is very difficult to acquire, analyze, and interpret data and link it appropriately to marketing. This paper introduces the efforts of REVISIO Inc. (REVISIO), a company that has achieved growth by acquiring unique data from households and providing companies with comprehensive services, including analysis and solutions. REVISIO collects TV commercial viewing data using proprietary methods and analyzes these data using proprietary metrics. This approach has gained the support of its clients; that is, advertising companies that place TV commercials. In this paper, we examine why REVISIO’s data were accepted by their clients by evaluating the factors behind the success of REVISIO based on interviews. The findings reveal that REVISIO’s marketing satisfies the 4As of the clients and that REVISIO’s efforts create value for their clients. |
| first_indexed | 2024-04-09T20:20:46Z |
| format | Article |
| id | doaj.art-44ed067ddb51496ca34bd1defc7c7f60 |
| institution | Directory Open Access Journal |
| issn | 0389-7265 2188-1669 |
| language | Japanese |
| last_indexed | 2024-04-09T20:20:46Z |
| publishDate | 2023-03-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu Janaru |
| spelling | doaj.art-44ed067ddb51496ca34bd1defc7c7f602023-03-31T02:24:17ZjpnJapan Marketing AcademyMaketingu Janaru0389-72652188-16692023-03-01424879610.7222/marketing.2023.024marketingGeneration of Marketing Data through Use of Technology:Yuki Haga0Naoto Onzo1Doctoral Student, The Graduate School of Commerce, Waseda University, JapanProfessor, Faculty of Commerce, Waseda University, JapanIn recent years, the environment surrounding companies and consumers has been markedly changed with advancement of technology. In particular, the evolution of AI-related technologies, especially machine learning, has enabled companies to collect and analyze big data, providing opportunities to create and communicate customer value. However, in today’s rapidly changing market, it is very difficult to acquire, analyze, and interpret data and link it appropriately to marketing. This paper introduces the efforts of REVISIO Inc. (REVISIO), a company that has achieved growth by acquiring unique data from households and providing companies with comprehensive services, including analysis and solutions. REVISIO collects TV commercial viewing data using proprietary methods and analyzes these data using proprietary metrics. This approach has gained the support of its clients; that is, advertising companies that place TV commercials. In this paper, we examine why REVISIO’s data were accepted by their clients by evaluating the factors behind the success of REVISIO based on interviews. The findings reveal that REVISIO’s marketing satisfies the 4As of the clients and that REVISIO’s efforts create value for their clients.https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.024/_html/-char/entelevisionadeye trackingdata science |
| spellingShingle | Yuki Haga Naoto Onzo Generation of Marketing Data through Use of Technology: Maketingu Janaru television ad eye tracking data science |
| title | Generation of Marketing Data through Use of Technology: |
| title_full | Generation of Marketing Data through Use of Technology: |
| title_fullStr | Generation of Marketing Data through Use of Technology: |
| title_full_unstemmed | Generation of Marketing Data through Use of Technology: |
| title_short | Generation of Marketing Data through Use of Technology: |
| title_sort | generation of marketing data through use of technology |
| topic | television ad eye tracking data science |
| url | https://www.jstage.jst.go.jp/article/marketing/42/4/42_2023.024/_html/-char/en |
| work_keys_str_mv | AT yukihaga generationofmarketingdatathroughuseoftechnology AT naotoonzo generationofmarketingdatathroughuseoftechnology |