Case Study: Sanrio's DMO Implementation | Unifying the Organization with 'Data' as a Common Language
Key facts
- Case Study: Sanrio's DMO Implementation | Unifying the Organization with 'Data' as a Common Language
- Sanrio unified customer IDs through 'Sanrio+' to integrate fragmented data across physical stores, e-commerce, and theme parks. With support from E-Agency, they established a Data Management Office (DMO) to standardize data governance and improve internal data literacy, enabling enterprise-wide data utilization.
- Source: PR Times
- Date: June 13, 2026
Direct answer
Sanrio unified customer IDs through 'Sanrio+' to integrate fragmented data across physical stores, e-commerce, and theme parks. With support from E-Agency, they established a Data Management Office (DMO) to standardize data governance and improve internal data literacy, enabling enterprise-wide data utilization.
- Citation
- Case Study: Sanrio's DMO Implementation | Unifying the Organization with 'Data' as a Common Language (June 13, 2026), PR Times
- Source
- PR Times
- Date
- June 13, 2026
Sanrio unified customer IDs through 'Sanrio+' to integrate fragmented data across physical stores, e-commerce, and theme parks. With support from E-Agency, they established a Data Management Office (DMO) to standardize data governance and improve internal data literacy, enabling enterprise-wide data utilization.
📋 Article Processing Timeline
- 📰 Published: June 13, 2026 at 02:00
- 🔍 Collected: June 12, 2026 at 17:21
- 🤖 AI Analyzed: June 13, 2026 at 08:47 (15h 25m after Collected)
"E-Agency Co., Ltd. (Chiyoda City, Tokyo; CEO: Maki Kai, hereinafter 'E-Agency'), which operates under the mission of 'scientifically enhancing hospitality,' announced on June 12, 2026, a case study of its support for Sanrio Co., Ltd. (hereinafter 'Sanrio') in building a company-wide customer data foundation and establishing a 'Data Management Office (DMO).'
Connecting Fragmented Customer Touchpoints into a Unified Data Management System
Sanrio previously managed customer data separately across physical stores, online shops, and theme parks, each using its own ID system. This fragmentation prevented a clear understanding of customers and hindered the implementation of effective marketing strategies. While the launch of 'Sanrio+'—a group-wide membership service—unified customer IDs, internal information remained siloed, with customer data disconnected across departments. To ensure that ID unification through 'Sanrio+' delivered real value, it became essential to organize internal data and enable enterprise-wide data utilization. As a result, with E-Agency's proposal, Sanrio introduced a dedicated 'DMO' framework responsible for cross-departmental data measurement, monitoring, and utilization.
On-Site Support to Build Data Infrastructure and Enhance Data Literacy
For the DMO implementation, two primary goals were set: 'standardizing operational rules and building a data infrastructure' and 'improving internal data literacy.' E-Agency supported Sanrio from initial data audits to standardizing UTM parameters, and even developed tools that allow any employee to generate UTM parameters according to predefined rules.
In cross-departmental initiatives, conflicts often arose between department-specific optimal solutions and company-wide standards. E-Agency acted as a neutral third party to mediate these differences and reduce inter-departmental friction. Through hands-on support—including responding to inquiries—and consistent daily communication, E-Agency actively promoted improvements in internal data literacy.
Data as a Common Language: Advancing Organizational Data Utilization
Approximately one year after the DMO's full-scale operation began, data utilization has steadily taken root within Sanrio. Previously, the only common language between different business units was 'sales' and 'profit.' Now, various metrics from Google Analytics (GA) have become a shared language across the company, enabling meaningful cross-departmental discussions—a significant organizational transformation.
E-Agency will continue to provide proactive, forward-looking support to help Sanrio achieve its ultimate goal of 'one-to-one communication' and to enable centralized data management across new customer touchpoints such as the metaverse and global expansion.
※ For detailed project milestones and use case examples, please refer to the full article.
About Sanrio Co., Ltd.
https://www.sanrio.co.jp/
Founded in 1960 under the corporate philosophy of 'Everyone, let's be friends,' Sanrio has developed approximately 400 original characters, including Hello Kitty and Pompompurin. As a global intellectual property (IP) holder, Sanrio has expanded its business from gift product planning and sales to global licensing and theme park operations. Guided by the vision of 'One World, Connecting Smiles,' the company aims to create individual smiles through entertainment and spread happiness worldwide.
About E-Agency Co., Ltd.
Operating under the mission of 'scientifically enhancing hospitality,' E-Agency is a certified partner of Google Marketing Platform and Google Cloud. The company provides support in data utilization, AI implementation consulting, and digital transformation (DX) initiatives.
Company Name: E-Agency Co., Ltd.
Representative: CEO Maki Kai
Address: 4F, Hulic Gotanda Yamate-dori Building, 1-21-8 Nishigotanda, Shinagawa-ku, Tokyo 141-0031
Business: Data Solutions and AI Utilization Support
URL: https://www.e-agency.co.jp/
[Inquiries regarding this press release]
Public Relations, E-Agency Co., Ltd.
Contact Form: https://www.e-agency.co.jp/contact/
Connecting Fragmented Customer Touchpoints into a Unified Data Management System
Sanrio previously managed customer data separately across physical stores, online shops, and theme parks, each using its own ID system. This fragmentation prevented a clear understanding of customers and hindered the implementation of effective marketing strategies. While the launch of 'Sanrio+'—a group-wide membership service—unified customer IDs, internal information remained siloed, with customer data disconnected across departments. To ensure that ID unification through 'Sanrio+' delivered real value, it became essential to organize internal data and enable enterprise-wide data utilization. As a result, with E-Agency's proposal, Sanrio introduced a dedicated 'DMO' framework responsible for cross-departmental data measurement, monitoring, and utilization.
On-Site Support to Build Data Infrastructure and Enhance Data Literacy
For the DMO implementation, two primary goals were set: 'standardizing operational rules and building a data infrastructure' and 'improving internal data literacy.' E-Agency supported Sanrio from initial data audits to standardizing UTM parameters, and even developed tools that allow any employee to generate UTM parameters according to predefined rules.
In cross-departmental initiatives, conflicts often arose between department-specific optimal solutions and company-wide standards. E-Agency acted as a neutral third party to mediate these differences and reduce inter-departmental friction. Through hands-on support—including responding to inquiries—and consistent daily communication, E-Agency actively promoted improvements in internal data literacy.
Data as a Common Language: Advancing Organizational Data Utilization
Approximately one year after the DMO's full-scale operation began, data utilization has steadily taken root within Sanrio. Previously, the only common language between different business units was 'sales' and 'profit.' Now, various metrics from Google Analytics (GA) have become a shared language across the company, enabling meaningful cross-departmental discussions—a significant organizational transformation.
E-Agency will continue to provide proactive, forward-looking support to help Sanrio achieve its ultimate goal of 'one-to-one communication' and to enable centralized data management across new customer touchpoints such as the metaverse and global expansion.
※ For detailed project milestones and use case examples, please refer to the full article.
About Sanrio Co., Ltd.
https://www.sanrio.co.jp/
Founded in 1960 under the corporate philosophy of 'Everyone, let's be friends,' Sanrio has developed approximately 400 original characters, including Hello Kitty and Pompompurin. As a global intellectual property (IP) holder, Sanrio has expanded its business from gift product planning and sales to global licensing and theme park operations. Guided by the vision of 'One World, Connecting Smiles,' the company aims to create individual smiles through entertainment and spread happiness worldwide.
About E-Agency Co., Ltd.
Operating under the mission of 'scientifically enhancing hospitality,' E-Agency is a certified partner of Google Marketing Platform and Google Cloud. The company provides support in data utilization, AI implementation consulting, and digital transformation (DX) initiatives.
Company Name: E-Agency Co., Ltd.
Representative: CEO Maki Kai
Address: 4F, Hulic Gotanda Yamate-dori Building, 1-21-8 Nishigotanda, Shinagawa-ku, Tokyo 141-0031
Business: Data Solutions and AI Utilization Support
URL: https://www.e-agency.co.jp/
[Inquiries regarding this press release]
Public Relations, E-Agency Co., Ltd.
Contact Form: https://www.e-agency.co.jp/contact/
FAQ
What challenges did Sanrio face?
Separate ID management across physical stores, online, and theme parks led to fragmented customer data and no unified view.
What is a DMO?
Data Management Office — an organization that drives cross-departmental data measurement, monitoring, and utilization.
What support did E-Agency provide?
Standardized UTM parameters, developed issuance tools, and provided hands-on support to improve data literacy.
What is the role of Sanrio+?
A unified membership service for the Sanrio Group, integrating customer IDs as the foundation for one-to-one communication.
What were the outcomes of this initiative?
Data became a common language across departments, enabling cross-functional discussions using GA metrics.