[White Paper Released] Keys to Successful Data-Driven E-Commerce Operations

Cross Prop Works, a group company of Cross Marketing Group Inc. (Headquarters: Shinjuku-ku, Tokyo; President: Kohei Kawasaki), has released a white paper titled "Keys to Successful Data-Driven E-Commerce Operations." This white paper provides a comprehensive explanation of everything from organizing the effectiveness of net research to setting problems, designing surveys, and utilizing results, illustrated with actual case studies.

[Background]
Cross Prop Works supports corporate marketing as a partner in achieving "sales" through SNS. The e-commerce penetration rate in Japan reached 9.8% in 2024 and continues to grow, leading to an increasing number of companies pursuing e-commerce development. However, in an overheated market, it is necessary to operate an e-commerce site that consumers "choose," and e-commerce operation managers often face the following challenges:
- Sales are declining, but the exact reason is unknown.
- They have hypotheses but do not know how to verify them or what actions to take.
- Improvement measures based on experience are not yielding expected results.
- They struggle to grasp customer needs in marketplace operations like Rakuten and Amazon.

To solve these problems, Cross Prop Works derives essential issues from net research and optimizes e-commerce operations through proposals for product and communication strategies.

[Overview of the White Paper]
This white paper introduces the following contents with case studies:
- Effectiveness of marketing research in e-commerce operation
- Thinking behind survey design and three verification points
- Concrete improvement actions derived from data
- "Three values of research" in e-commerce operation
- Service details and implementation flow

[Case Study: Ningyo no Miyahide, a long-established doll shop]
Facing declining e-commerce sales, the company worked with Cross Prop Works to identify the causes. As a result of the research, it became clear that the assumptions of product design, which had been taken for "granted" for many years, were diverging from modern living spaces and values. Based on these results, they reviewed future product plans and developed catchphrases to optimize their e-commerce operations.