Tokyo Metro, Metro Ad Agency, and unerry Launch 'Event Design Navi,' an Event Support Service Centered on Mobility Data

Tokyo Metro Co., Ltd., Metro Ad Agency Co., Ltd., and unerry Inc. will launch a new service, 'Event Design Navi,' starting in March 2026. This service is the first concrete offering from the 'Mobility Data-Driven Marketing Platform Co-creation' project, which the three companies have been developing through a business partnership. Leveraging Tokyo's high rail usage, the service utilizes station foot traffic data from Tokyo Metro's approximately 6.84 million daily passengers* and unerry's nationwide database of approximately 240 million IDs to provide data-driven support for event planning, customer acquisition, and analysis. It assists in venue selection based on surrounding foot traffic and target demographics, develops promotional strategies using transit and web advertising, and provides post-event analysis of attendance, demographics, and visitor behavior to offer insights for future improvements. *Average daily ridership for fiscal year 2024. Event Design Navi Service Site: https://event-design-navi.jp/ Background For urban events and large-scale festivals, challenges often include insufficient data for accurately tracking attendance, predicting congestion, analyzing visitor attributes, and verifying promotional effectiveness. This lack of quantitative evidence makes it difficult to improve customer acquisition strategies or provide data-backed proposals to sponsors. Given Tokyo's high rail usage, station data is highly effective for understanding local attraction potential, congestion, and movement trends. By integrating Tokyo Metro's station foot traffic data, unerry's big data, and Metro Ad Agency's expertise in transit advertising, 'Event Design Navi' provides comprehensive data-driven support from planning to promotion and reporting. Service Overview The service offers two main menus for the event industry: 'Event Planning Support' and 'Event Reporting Support.' 1. Event Planning Support: Provides data-driven assistance from the planning stage, including venue recommendations and efficient acquisition planning, by analyzing surrounding user demographics, visualizing congestion levels, and examining visitor data from similar events. It also supports the creation of promotional strategies combining transit and web advertising based on station usage trends. 2. Event Reporting Support: Following an event, the service provides analysis (estimates) of attendees, including demographic attributes (gender, age), residential/work areas, and behavior based on 'Behavioral DNA.'* It visualizes arrival timing, length of stay, and movement within the venue to provide a multi-faceted understanding of visitor behavior, offering actionable insights for future event improvements. *A proprietary metric by unerry that categorizes locations into groups such as 'Dining,' 'Shopping,' and 'Lifestyle/Services' to analyze user movement patterns.