[True Data Case Study] Daiichi Sankyo Healthcare makes ID-POS internal infrastructure! Brand managers join research teams in utilizing the tool

True Data Inc. (Headquarters: Minato-ku, Tokyo; President: Hiroyuki Yonekura; Securities Code: 4416), which supports corporate decision-making based on data, has released a case study on the use of its solution, "Eagle Eye," by Daiichi Sankyo Healthcare Co., Ltd. (Headquarters: Chuo-ku, Tokyo), a company that develops healthcare products including OTC drugs, skincare, oral care, and food products. Implemented Solution: Purchase behavior analysis tool (ID-POS) for consumer goods manufacturers, "Eagle Eye" Case study page: Click here for the case study page ■ Background and Overview of Implementation Daiichi Sankyo Healthcare operates under the corporate slogan "Fit for You," aiming to create products that support each individual consumer. To identify these "individuals," the company implemented True Data's ID-POS analysis tool, "Eagle Eye." Accounts have been provided not only to marketing research and advertising staff but also to individual brand managers. The company emphasizes the ability for managers to analyze their own brands, build hypotheses, and identify subsequent challenges, aiming to create an environment where everyone can access data as internal infrastructure. ■ Effects of Utilization: Uncovering unexpected relationships between "Periodontal Disease Prevention" and "Spot Care" brands Brand managers are establishing a workflow where they use data as a foothold to identify issues—such as verifying the effectiveness of TV commercials and sales promotions—and then translate those findings into subsequent actions. To further deepen data literacy, the company is planning seminars tailored to Daiichi Sankyo Healthcare's specific challenges in collaboration with True Data representatives. The research department, by analyzing data across brands, discovered an unexpected correlation between the periodontal disease prevention brand "Clean Dental" and the comprehensive spot care brand "Transino." They gained the insight that "people with high beauty consciousness pay attention to both oral care and skincare." These findings are being effectively utilized not only for considering promotions like cross-selling at retail stores but also as essential foundational data for understanding customers' lifestyles and values. ■ Future Outlook: Comment from Hisanao Araki, Manager, Brand Planning Group, Brand Headquarters "Utilizing the ID-POS data embedded in Eagle Eye as infrastructure allows us to formulate hypotheses and identify challenges..."