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 attraction, and analysis. It assists with 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 difficulty in accurately tracking attendance, predicting congestion, analyzing visitor attributes, and verifying promotional effectiveness. This frequently leads to a lack of quantitative evidence needed for improving customer attraction strategies and making sponsor proposals. Given Tokyo's high reliance on rail, station user data is highly effective for understanding local attraction potential, congestion, and movement patterns. 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 end-to-end data support from planning to 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 support from the planning stage, including optimal venue recommendations and efficient attraction planning based on user analysis around the venue, congestion visualization, and analysis of similar past 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 analyzes attendance, demographic attributes (gender, age), residential/work areas, and visitor behavior based on 'Behavioral DNA.'* It visualizes visit timing, duration, and movement within the venue to provide a multi-faceted understanding of visitor behavior, offering actionable insights for future events. *A proprietary index by unerry that categorizes locations (e.g., dining, shopping, services) and analyzes user movement patterns.