25th,Mar,2015
Big Data Definitions: What’s Yours? The Wealth of Data Nations
- Dr. Kazuto Ataka ( Yahoo Japan Corporation CSO )
- Masao Kakihara ( Google Inc. Google Asia Pacific, Market Insights, Senior Research Manager )
- Kuniyoshi Mabuchi ( OgilvyOne Japan K.K. Representative Director )
In the past 20 years, ICT (Information and Communication Technology) has driven the nation’s growth. Such technology innovation remains to be sought for. However, in order to have more affluent society, data utilization is essential and the capacity to leverage the data will serve as key driving force to keep international competitiveness.
Three prominent data experts now talk about the Importance of “data” and “society to utilize data” as well as the challenges to face.
Opening Presentation by Hottolink - Social big data analysis enters new frontier: the latest trends and best practices -
- Koki Uchiyama ( Hottolink Inc. CEO )
This session will introduce a new frontier on social big data analysis, which is the easiest way to approach big data.
The current social big data analysis is mainly about analyzing the number of buzz or the insight of a brand name. In the industry there are also seen the loss of expectations for the benefit of its data use.
In this session, we will introduce how the new technology was put into practice for the most important marketing aspect of companies, how to “grasp the figure of customers” and “discover customer insights” based on this, which could not be imagine from the current social big data analysis.
DATA Test & Lessons
- Mike Homma ( Kao Corporation Senior Manager, Digital Marketing )
It is necessary to understand statistics in order to construct the big data marketing strategy. This summit program allows you to understand the utilization of statistics (statistical literacy, inferential statistics, statistical-thinking).
Spotlight Presentation by s1o interactive How do we develop talents and organizations in the data marketing era
- Masaru Fuchinoue ( s1o interactive.inc CEO&President )
We have entered the data marketing era, and we can visualize and use the big data. We can now see the trends for the existing user’s and also find new users by utilizing CRM data, website’s visitor data, publisher’s activity data, research data, and ad serving data. Our promotion methods has shifted to find the best timing for the individual demands.
We will see more companies with a need for the trading desk functions within their own organizations, while we move towards data driven methods.
Today, I would like to introduce to you some of the global and domestic case studies, and how we should develop talents and organizations while entering the data marketing era, and what is expected in the trading desk functions in the future.
Spotlight Presentation Sponsored by ALBERT Inc. / modulo.inc -Data management strategy and digital communication in Nissan-
- Takashi Uemura ( ALBERT Inc. President )
- Ryosuke Kogure ( NISSAN MOTOR CO.,LTD. Sales Promotion Department Japan Marketing Div. )
- Yosuke Shigehara ( modulo.inc CEO&President )
This session will offer data-driven marketing strategy methods and practice with a case study of Nissan Motor Co., Ltd. This panel discussion will provide some concrete measures such as “what sort of data has been used?” “how have Nissan analyzed and utilized the data for their digital communication?” and so on. Ryosuke Kogure from Nissan Motor Co., Ltd., Yosuke Shigehara from Modulo inc. and Takashi Uemura from ALBERT Inc. will take the platform.
Workshop 1 – Data’s scape drawing –
- Tadahiro Matsuda ( Softbank mobile Corp. Director )
- Hiroshi Kondo ( Septeni Co., Ltd. Executive Producer, Research and Development Office )
I’m sure you have seen Luma Scape (chaos map) before, and it is now essential to discuss the future of the digital media.
At the same time, there is yet to be the “chaos map” of the data marketing field and is making it difficult to understand the actual players in the field. Therefore, we will create the “chaos map” of the data solution companies through two workshops, and offer it as a “take away.”
B2B Data session – How data is used to optimize the platform?
- Kazuo Mukaidani ( Rakuten, Inc. )
- Shinichiro Kawakami ( The Graduate School of Management, Globis University Associate Professor )
- Kenji Tanaka ( a postgraduate course at The University of Tokyo A specially appointed associate professor )
Closing Remarks
- Yuko Furuichi ( dmg::events Japan Sales Manager )
Networking Party
There will be a networking party on the first night of the summit. Since both brands and partners are attending, it is a great opportunity to strengthen a relationship with each other or find potential business partners.
26th,Mar,2015
Opening Remarks
- Yuko Furuichi ( dmg::events Japan Sales Manager )
Understanding and Measuring your ROI
- Daisuke Tomozawa ( Yahoo! JAPAN Vice President )
- Aco Yamagata ( Unilever Japan Media Director )
- Junko Watabe ( Recruit Holdings Co.,Ltd., RecruitLifestyle Co.,Ltd. Maneger, Editor in Chief )
- Naoyuki Manabe ( DENTSU INC. Chief Data Scientist )
- Hironobu Kondo ( Vanilla Air Inc. Director )
This session covers the contents of the adtech kansai session that won No.1 popularity, even though this time the content is modified to be appropriate for the iMedia Data Summit.
There are different approaches of designing and verifying the marketing ROI for different advertisers and advertising companies.
In this session, 4 of the accomplished marketers who are currently in the marketing industry will discuss about the success and failure stories. Please enjoy the actual examples of data driven marketing.
Spotlight Presentation by Omnibus K.K. Data driven marketing now days and Vision of Pandora DMP
- Masayuki Kamata ( Omnibus K.K. Data&Technology Div Product Manager )
Now days, large amount of reliable data gained by each business service has dramatically increased under the exponential digital technological innovation. In circumstances, it has been recognized that valuable business opportunity would be provided by those big data. In the session, a case study of Pandora DMP, a marketing plane has been approached and developed by using big data, and found issue of handling big data based on operational situation will be spoken.
Data Scientist Talk – What are the Most Effective Data Techniques
- Will Adeney ( OgilvyOne Vice President Marketing Analysis APAC )
It is considered the “sexiest” to be a data scientist nowadays. In this session, Will Adeney, data scientist, who is in charge of several data marketing campaigns for global client companies will discuss about the influence of data towards marketing with actual examples.
10mins Elevator Presentation 1 Sponsored by creators match co., ltd 'True story' of ad production operation in the era of rapid evolution of ad technologies.
- Yoshihiro Okamura ( creators match Director )
The expenditure of internet advertizing has now over 1 trillion yen, of which a half is for “display ad”. Technologies such as DSP and DMP has been rapidly evolving. As a consequence, higher level of knowlege and a larger amount of work are required for online ad operations.
We, Creators Match Co., Ltd., who advocates ‘reducing the efficiency of ad creating with “AdFlow”’, present the problems and their solutions in the evolving field of online ad production operation, as seen from a working site.
10mins Elevator Presentation 2 Sponsored by GeeeN, Inc. The optimization of the Recommed Banner
- Tokihiko Yamaguchi ( GeeeN, Inc Director CMO )
About the Recommend Banner delivery (dynamic re-targeting), I share an inspection result for maximizing cost-performance.
Workshop 2: Data’s scape drawing
- Tadahiro Matsuda ( Softbank mobile Corp. Director )
- Hiroshi Kondo ( Septeni Co., Ltd. Executive Producer, Research and Development Office )
At the same time, there is yet to be the “chaos map” of the data marketing field and is making it difficult to understand the actual players in the field. Therefore, we will create the “chaos map” of the data solution companies through two workshops, and offer it as a “take away.”
Global Case Study – The Travel Marketing Industry Environment Changing –
- Jonathan Hardy ( ADARA, Inc. Vice President Sales )
Less than half of Americans have a passport. The same is true of around 25 percent of Brits and 98.5 percent of Chinese citizens. While this tells us something about those without passports, it also points towards a much more valuable insight about those who do have one. If you can afford flights, hotels, car rentals and the rest of the costs associated with going abroad, it’s likely that you’re an attractive customer for many brands.
Travelers are a highly desirable target audience, not just in travel but across a wide range of consumer sectors. The value of travel data is compounded by the fact that it has a number of features that aren’t found in other verticals. Jonathan Hardy from ADARA will share insights including primary research, to show how travel data can be used to better understand the consumer.
Data-Driven Mind Set by Knowing Your Customers Better Not Big - The Correct Approach to Data
- Denise Colella ( Maxifier CEO )
Today marketers have access to more data than they ever have and can target more precisely than anytime in the past. However, it’s not the volume of data that’s important but obtaining and using the right data. Denise Colella discusses why bigger is not always better when it comes to data, why you need to remember marketing fundamentals when looking to target audiences and why viewability is currently more talk than action.
Marketers should know Important elements for B to C data marketing
- Akihisa Kamishiro ( Kirin Company, Limited. Digital marketing lead. )
- Yukiko Yamaguchi ( IBM Japan, Ltd. Communications & Brand Experience Manager )
- Yuki Kamiya ( Skylark Co., Ltd. Director, Marketing )
In this session, marketers who actually received the “mission” will talk about the actual circumstances they faced on data marketing.
10mins Elevator Presentation 3 Sponsored by Kauli, Inc.
- Katsuhiro Takata ( Kauli, Inc. CEO )
Sorry, this entry is only available in 日本語.
Spotlight Presentation by comScore デジタル広告に関して得られた教訓
- Jonah Ken Tan ( comScore, Inc Solutions Director )
As digital advertising continues to grow in importance and sophistication, finding ways
to do this in the most efficient manner is vital, and being able to quantify a return on a
marketing investment is a must.
From click-through rates and cookie deletion, to in-target delivery, viewability, campaign
optimisation and cross media measurement, this presentation highlights key data and
insights uncovered from comScore’s extensive global research in the digital advertising
space. These learnings help shed light on the current state of the industry, and provide
both media buyers and sellers with a framework for more effective planning, stronger
evaluation and overall improved results.
Closing wrap-up: What should we do for the next step?
- Daisuke Tomozawa ( Yahoo! JAPAN Vice President )
- Junichi Shimada ( Fujitsu Limited Vice President Business Planning Division Marketing Unit & Digital Business Platform Business Unit & Global Software Center )
- Takafumi Kusano ( BrainPad Inc. CEO & President )
- Kenichi Sugawara ( ScaleOut Inc. CMO )
Through these 2 days of the summit, we will organize the task for each player to construct the company development strategy by utilizing data, and talk about the future of data marketing.
Closing Remarks
- Yuko Furuichi ( dmg::events Japan Sales Manager )