Sony Network Communications Launches "Data Insight Marketing Solution" to Provide End-to-End Support from Data Collection to Analysis and Execution

Sony Network Communications Inc. will begin offering the "Data Insight Marketing Solution" on March 30, providing end-to-end support for corporate data marketing.

This solution provides vertically integrated, hands-on support for corporate marketing activities, spanning data collection and infrastructure construction, analysis utilizing Sony Group's AI, and consulting and execution of data-backed strategies. This enables companies to build an environment where data is used not merely as numbers, but to grasp the intentions and emotions of each individual customer, allowing for the design of consistent customer experiences across all channels.

[Background of the Service] With the growing momentum toward privacy protection and the tightening of regulations on third-party cookies, companies are being challenged to develop the "ability to directly understand customers" through their own touchpoints, rather than relying on external data. Providing personalized experiences that meet individual needs based on high-quality first-party data is essential for next-generation marketing.

On the other hand, companies face many challenges regarding data utilization, such as data being siloed by department or channel, data being accumulated without being subjected to useful analysis, and marketing strategies failing to provide a consistent experience, resulting in only short-term outcomes. This service integrates scattered internal data, uses Sony Group's AI technology to decipher the customer insights behind the data, and supports the execution of strategies that resonate with customers.

[Service Details] 1. Data: Maintenance and Construction of Data Infrastructure - Conducting data assessments to clarify evaluation criteria and confirm effectiveness. - Organizing and redefining collected data into a usable state. - Building a Customer Data Platform (CDP) to collect, aggregate, and centrally manage dispersed data.

2. Insight: Multilateral Analysis Using AI - Building BI dashboards to visualize data for intuitive understanding. - Extracting and determining customer insights using Sony Group's unique data analysis logic, such as data analysis using the AI predictive analysis tool "Prediction One" and multilateral data analysis focused on consumer sensibilities and values using the sensibility AI "SENZAI" (*1). - Providing human resource development solutions to strengthen AI/data literacy.

3. Action: Consulting and Execution Support for Data-Driven Strategies - Designing cross-channel customer experiences based on the results of data analysis regarding extracted customer intentions and emotions. - Planning and delivering advertisements at the optimal timing tailored to customer intentions and status. - Proposing content and promotions utilizing advanced technologies such as XR.

This service can be introduced with a small initial investment, focusing on necessary functions tailored to a company's specific challenges and phase. It is characterized by not requiring large-scale system investment, allowing companies to start with highly effective measures, and providing neutral consulting that is not dependent on specific tool vendors.

(*1) "SENZAI" is an AI consumer sensibility analysis service provided by group company SMN Corporation. It analyzes sensibilities such as user values and preferences for brands and products, and can be utilized for formulating communication strategies for SNS, video, advertising, etc.

Moving forward, we will leverage the strengths of the Sony Group to continuously incorporate the group's cutting-edge technology into data analysis to enhance the service. We also plan to expand the range of entertainment content offerings as options for data-driven actions.

Many companies face barriers to data utilization and struggle to connect it to valuable, customer-centric actions. On the customer side, one-sided information that does not align with their needs becomes noise, creating a mismatch between companies and customers. This solution addresses these issues, aiming to create an environment where every company can face the "individual" and build long-term, trusting relationships. As a partner that creates customer experiences accompanied by "surprise" and "excitement" beyond just maintaining a data environment, we are committed to realizing marketing DX in Japan.

[Assumed Use Cases] ① Optimization of Churn Prevention Strategy Costs Using AI <Challenges> - Inability to identify high-churn-risk customers in advance, leading to increased costs by implementing uniform churn prevention measures for all customers. - Inability to run PDCA cycles due to dispersed customer data and lack of an analytical foundation, resulting in persistently high churn rates. <Support Example> - Collecting and organizing customer attribute data and building a churn prediction model in a short period using "Prediction One." - Switching to concentrated measures focused on the top risk-score segment to aim for maximum effect with limited resources. <Expected Effects> - Continuous improvement of churn rates and reduction of strategy costs. - Establishment of an analysis and strategy system that allows the field to operate autonomously based on data.

② Realization of Attribute-Based Targeted Advertising Through Integration of Siloed Customer Data <Challenges> - Customer data is siloed by department or product, leading to a plateau in targeting accuracy. - Advertising costs continue to rise without identifying the cause of worsening CVR (Conversion Rate) and ROAS (Return on Ad Spend). <Support Example> - Building a data infrastructure that integrates member, purchase, and behavioral data, with daily updates to customer information. - Segmenting based on integrated customer data and delivering high-precision advertisements across multiple media. <Expected Effects> - Improved targeting accuracy and enhanced CVR/ROAS through high-precision ad delivery based on customer data. - Cultivation of a culture of cross-organizational data-driven advertising consideration.

③ Streamlining Ad Production Using First-Party Data and AI Agents <Challenges> - Poor CVR/ROAS for banner ads, requiring improvement through target segmentation. - Desire for segmentation, but concerns regarding proportional increases in production/outsourcing costs and quality inconsistency. <Support Example> - Building a data infrastructure to integrate internal first-party data for target segmentation. - Establishing an operational system where AI agents autonomously generate banner ad proposals based on information for each segmented segment. <Expected Effects> - Reduction in production man-hours and outsourcing costs, and improvement in the speed of PDCA cycles for strategies. - Ability to handle an increase in ad patterns while maintaining ad quality.

[Service Information] • Launch Date: March 30, 2026 • Price: Quoted upon request • Provision Method (Contact Window): Inquiry Service Page: https://ict.sonynetwork.co.jp/service/dims.html

* Company names, product names, and service names mentioned are trademarks or registered trademarks of their respective companies. * The information contained herein is current as of the date of the announcement. Please note that information may differ at the time of search.