NEWS

Development of Training Programs for the OPT Group and Sale of HR Know-How to Other Companies

OPT Holding Inc. (headquarters: Chiyoda-ku, Tokyo, President & Group CEO: Noboru Hachimine) has established the OPT HR Development Center as a development research facility for marketing staff who specialize in digital technology. Akinari Kakeya, who manages the management planning and marketing consulting business of OPT, Inc. (headquarters: Chiyoda-ku, Tokyo, President & CEO: Daisuke Kanazawa), has been appointed to head the center.

■Overview
With numerous companies having been forced to revise their marketing practices in response to advances in technology and changes in consumer behavior, the ability to utilize digital technology and media is becoming an essential skill for marketers. Unfortunately, in a dynamic environment where change is rapid, the deployment of digital techniques in marketing is not an easy capability for companies to acquire. Under current circumstances, problems with the volume and timeliness of information make it difficult for companies on their own to train marketing staff who are responsive to change.

OPT Group includes a number of dedicated marketing companies that specialize in digital technology and support the adoption of digital marketing practices by companies ranging from major corporations to regional, SME, and venture businesses. These companies have experience working not only with their own personnel but also with the training of marketing staff with digital expertise at client businesses.

The OPT HR Development Center consolidates OPT Group’s programs for human resource development and is set up to provide systematic and practical skills training in the use of IT in marketing and in business. The utilization of these programs for in-house training as a group-wide knowledge management system make possible faster and more efficient human resource development. Moreover, the use of knowledge as a base means that staff are able to acquire more sophisticated and extensive skills and provide better services to the company.

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Specific activities include training program development (including teaching resources) and teacher training, the establishment of training environments in which practices such as simulation games can be used to provide trainees with practical experience, the creation of joint industry-academia projects with marketing science and neuromarketing research institutions, and the development of techniques for measuring HR ROI intended specifically for use with marketing staff.

The processes and practices established at the OPT HR Development Center are also intended for sale as required to external customers to support a “digital shift” across entire companies, not just in marketing.

■Services provided by OPT Group
・Marketing trader training curriculum (s1o interactive.inc)
A training program for advertising traders that supports bringing digital marketing in house. The program has been used by more than 20 companies to date.
http://s1o-i.jp/

・Marketing consulting (OPT, Inc.)
This deals not only with web promotion but also seeks to leverage data, brands, and other corporate assets to resolve business challenges. The company employs a number of specialists, including CRM consultants, brand strategists, data scientists, and analysts, and supports corporate digitalization by handling strategy design, data design (including the adoption of tools), and all forms of policy implementation.

・Jissen!: a training service for specialist digital marketing staff (SearchLIFE co., Ltd.)
This service combines a variety of e-learning, online training, and other teaching resources for digital marketing staff at companies to provide plans tailored to the challenges they face. More than 900 companies around Japan have adopted Jissen!, which boasts the largest share of the Japanese market for this sort of specialist training.
https://jissen.me/

・Education and training for data science (SIGNATE Inc. * To be established on 4/1)
This offers practical education and training based on the company’s expertise in running cloud-based data science competitions. A course on data analysis for beginners became a bestseller in record time on Udemy, one of the world’s largest online learning platforms.
https://www.udemy.com/optworks_1/


■ Profile of Akinari Kakeya
Joined OPT in 2006. Transferred to an advertising agency in 2008 where he was engaged in developing digital marketing case studies, business design, and human resource development. After returning in 2012, he brought together integrated marketing specialists to set up a consulting business. Appointed an executive officer of OPT in 2015. He manages the marketing consulting business and business planning department.