NEWS

OPT Inc. of the OPT Group (main office in Chiyoda Ward, Tokyo, President & CEO Daisuke Kanazawa, referred to as “OPT” below) has developed the consumer insight analysis tool “Basis.”

■Background
As the current digital environment evolves, the consumption behavior of ordinary people is growing increasingly diverse and individualized, making it difficult to differentiate the performance, design, price, and other aspects of products and services as a part of a company’s marketing activities. For this reason, there is a need to increase the visibility of the process of purchasing one’s products and services, and a high level of communication with each individual customer based on data is required.

■Outline
The newly developed “Basis” builds a database of consumer purchasing information, values with respect to everyday life, and the state of contact with the media with a single source (by collecting multifaceted information regarding individuals). For instance, when a user purchases a specific product, since Basis makes it possible to visualize what kinds of values that user has, and what kinds of media that user visits, it is possible to design communication that is more closely based on that user’s psychology. In addition to users of your company’s products, Basis also enables the analysis of data comparing users who have not used your products or users of competing products (*1), which in turn enables persona settings with a higher level of precision, message formulation, and media planning.


■Future outlook
OPT has been leading the industry with a wide range of marketing support based on the digital, starting with provision of “ADPLAN” (*2) as the industry’s first advertising effectiveness measurement tool, and including the launching of a dedicated organization that supports marketing directed at brand advertisers in 2015. OPT will continue to apply the digital marketing knowledge it has cultivated up to now in the future, solving challenges in corporate marketing activities and providing order-made marketing that meets each client’s needs.




*1 At present, acquired purchasing information is limited to some products and services.
*2 “ADPLAN” began offering services as the first domestic Internet advertising effectiveness measurement tool in 2000. More than 1,500 companies have adopted OPT’s services. In January 2017, OPT evolved towards using a dashboard to achieve integrated visualization of ROI for advertising fees based on the concept of “transitioning from measurement tools to a promotion dashboard.” As a part of this transition, additional functions are now available including a simplification of the analysis and reporting of advertising effectiveness, functions that measure digital branding promotion indices, and so on.
http://www.opt.ne.jp/news/pr/detail/id=3854
https://www.adplan7.com/