Sony Network Communications Launches "Data Insight Marketing Solution" to Support Everything from Data Collection and Analysis to Campaign Execution

Sony Network Communications Inc. will begin offering the "Data Insight Marketing Solution" on March 30, providing comprehensive support for companies' data marketing activities. This solution offers vertically integrated, co-support for marketing activities, covering everything from data collection and infrastructure building to analysis utilizing Sony Group's AI, and consulting and execution of data-backed campaigns. This will enable companies to use data not just as numbers, but to understand the inclinations and emotions of individual customers, and to build an environment where consistent customer experiences can be designed across channels.

[Background of Offering] Amidst growing privacy concerns and increasing regulations on the use of third-party cookies, companies are being challenged to "understand customers directly" without relying on external data, through their own touchpoints. Providing personalized experiences that meet individual needs, based on high-quality first-party data, is indispensable for next-generation marketing. On the other hand, many companies face challenges in data utilization, such as data being fragmented across departments and channels, data being accumulated without meaningful analysis, and marketing campaigns lacking consistent experience design, resulting in only short-term outcomes. This service integrates scattered in-house data, deciphers customer insights behind the data using Sony Group's AI technology, and supports the execution of campaigns that resonate with customers.

[Service Details]

1. Data: Data Infrastructure Development and Construction ・Conduct data assessments to clarify data evaluation criteria and confirm effectiveness. ・Organize and redefine collected data to make it usable. ・Build a data infrastructure (CDP) for centralized collection, aggregation, and management of dispersed data.

2. Insight: Multi-faceted Analysis Using AI ・Build BI dashboards that visualize data for intuitive understanding. ・Extract and determine customer insights using Sony Group's unique data analysis logic, including data analysis with the AI predictive analysis tool "Prediction One" and multi-faceted data analysis focusing on consumer sentiment and values using the emotional AI "SENZAI" (*1). ・Provide human resource development solutions to enhance AI/data literacy.

3. Action: Consulting and Execution Support for Data-Driven Campaigns ・Design customer experiences across channels based on extracted customer inclination and emotion data analysis results. ・Plan and deliver advertising at the optimal timing according to customer inclinations and conditions. ・Propose planning for content and promotions utilizing cutting-edge technologies such as XR.

This service can be introduced from a small amount, focusing on necessary functions according to the company's challenges and phase. It is characterized by not assuming large-scale system investment, allowing for the initiation of highly effective campaigns, and providing neutral consulting independent of tool vendors.

(*1) "SENZAI" is an AI consumer sentiment analysis service provided by group company SMN Corporation. It analyzes the sentiments, values, and preferences of brand and product users, and can be utilized in the development of communication strategies for SNS, videos, advertisements, etc.