What is the aim of a production company that strengthens the "proposal brain" in the interpretation of the data?Ask Mode Two | [Manamina] Manaburu Everyone's Data Marketing Magazine

March 01, 2022

Interview (49) Data analysis case (60) Marketing strategy (59)

We will approach the actual situation of proposal work utilizing the data of the web production company and mode -to -to.What is the method of cutting into client issues by using trend analysis and site visitors' interest analysis, focusing on how to show data and the beauty of materials.We also interviewed initiatives to increase human resources.

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Web制作会社であるモードツーでは、これまでの主たる領域だったWebサイト等の制作業務に加えて、近年はデータを活用・分析したWeb戦略の提案をクライアントに対して進めています。1年前は通信や住宅業界の大手企業との取引がメインだったという同社。しかしこの1年で、化粧品など新規分野への営業にも注力しており、業務としてのすそ野が大きく広がったと言います。その背景にはモードツーが取り組んできたデータ分析による「提案脳」の強化がありました。モードツーのデータ活用に迫ります。▼モードツーでは以前から競合との比較をベースにしたストーリー設計を行い、提案業務を実施していました。その裏側を取材したこちらの記事もぜひご覧ください。

Utilization of data on the web production site that consults "the story design like the Three Kingdoms in the proposal"

The site of the web production is becoming Red Ocean, and the selection is becoming more intense.In order to survive in that, Mode Two Co., Ltd. uses Value's web behavior log data to focus on "proposals that talk about marketability in data" and feel the effect.We talked to Mr. Nakamoto in the mode -to -two.

Give readers' interests with proposals that are conscious of trends

"The buzzword award will be announced at the end of the year, but what was the topic that really happened last year?I understand that Corona was concerned "(Mr. Nakamoto)

Interest in 2021 consumers

Mr. Hidetaka Nakamoto, a sales promotion unit of the Mode Two Communication Design Department, is performing trend analysis using data as a donock tool in proposal.In a trend analysis that deals with themes that many people know, first create a chance for readers to attract interest."As an example of a case where the imagination is different from the actual situation, in the search results of" Tokyo "in YouTube in 2021," Tokyo Revelations "is definitely more popular instead of the Tokyo Olympics. Z generation and 20s.For the Tokyo Olympics, it may not have been so close to you. "(Mr. Nakamoto)

Interest in "Tokyo" keywords in YouTube

Mr. Nakamoto has been working on the use of data as soon as possible to provide proposals as a company, and has expanded the range of industries to handle. In addition, in analyzing the trend, the Value's web behavior log analysis tool "Dockpit" is used in addition to the Google Trend. DockPit analyzes the web behavior log data of the consumer panel data (about 2.5 million panel users) owned by Value, and in addition to the changes in search words and attributes, the number of users on domestic sites, their trends, and attributes. It is a tool that can widely analyze the inflow source. Mr. Nakamoto says that the combined site data of visitors is especially useful among Dockpit. "I think that by mapping the website used by users by reach rate, we will consider the psychographic attributes of the user. For example, in the web service" Watashi Plus "operated by Shiseidosha. So, if you analyze the users of the "shop navigation" directory and the "beauty information" directory, the difference between the two will be revealed. "

"Watashi Plus" Directory Directory Sites that are characterized by the visitor characteristically

"In the figure above, the site is mapped to two -dimensional, indicating that the relevance of the site where the site is plotted nearby is high. In the" shop navigation "directory, it is plotted nearby.Is a site such as "Coco Kara Fine", "Nippon Television", "Shibuya HMV", and "Tokyo Disneyland". From here, women who go out in urban areas come to mind as an image of visitors. "What about?

"Beauty information" directory directory site that visits are characteristic

"In the case of this directory, visitors are characterized by" My Navi Woman "," Nikkei Style ", or" Domani "," Oggi ", and" Kinarino ".I understand. The good thing about Dockpit is that you can easily perform these analysis. "

[Related article] What are the number of users, attributes, and interests of Pintalest?I tried to make a medium material with web behavior log data

Investigate Pinterest, a share service for images and photos.Analyzing data on the number of users in the past two years, the gender of the user, and the percentage of personal income.In addition, we searched for users' insights from topics that Pintalest users are interested in and frequently used apps.

[Related article] Women's magazine's medium is a Persona sample!What is data collection useful for persona design?

In this site "Manamina", we have mentioned how to make customer journey and persona and examples, but the reader image of the magazine's medium is also helpful as a Persona sample.In women's magazines, the targeting is different, and the questionnaire questionnaire is elaborate, such as questionnaire questionnaires to persuade readers.

Data is difficult to read.The beauty of the material to supplement it

The points that are eye -catching in the proposal of mode -to -two are the beauty and easy -to -understandability of the materials.The way of showing the data seems to be quite devised.What kind of consciousness do you have?"We have a clear policy for" ease of view ". The materials are not only seen by those who met directly, but are also shared by email or chat, and widely distributed to the tissue ahead.。 The main target is a “worker who knows the social structure and gains business experience and makes business decisions”, and is in mind with such readers (Mr. Nakamoto) The point is"How do you get interest and interest as a reading material?""For example, use a large -format photo on the cover and put a catch that you care about, such as" Young people, New Normal. "

"In addition, the data is basically difficult to read, so I will put the lead statement of the commentary as shown in the following figure and help interpreted."

"On the premise of these points, we will consider the basic method of tonma (the style of atmosphere, colors, fonts and graphs, etc.) and the basic method of layout configuration (gaze and arrangement, margins, etc.).While suppressing the number of colors, the data you want to emphasize with the slide is extracted, and it shows a significantly.These techniques are effective when showing data."There is another thing that is thorough, not using a circular graph. Now I only use bar graphs and transition graphs. Speaking of it, it is easy to compare.I understand, but it cannot be compared with another data. It plays a major role in comparison in making data meaningful. "

What is an effort to increase the number of data human resources in mode -to -to

Mode Two is promoting efforts to interpret data and increase the number of people who can propose Web strategic design. "We have a strong strength in the speed and horsepower of operation updates in Web production work, but it is important to make a project even if there is no request from a client. I want to strengthen my "proposal brain" "(Communication Design Department General Manager Koichiro Moriya) As a specific initiative, I distribute the analysis of visitors visits for DIY retail stores and food manufacturers as white paper. It is said that it is used for web strategy proposals in the site renewal production project. Other than that, it is said that it can be used to grasp the system load as a technical part. "When proposing infrastructure requirements such as campaign sites, we check the number of accesses in competitors and similar cases, and use it as the basis for calculating the monthly amount of cloud services. The advantage of DockPit is the advantage of "Communication Design Department Sales Promotion Unit Chief Manager Keiichi Kase) However, there were hurdles in analyzing these web behavior log data and increasing the number of human resources who can use the proposal. Is not it. "Because the image of the output, such as the proposal, was in the first place, it was possible to create the material itself. Dockpit is easy to use, but I still felt the difficulty of the meaning of data. 。 How to interpret numbers such as the number of users and reach rate rankings, and put them into the proposal requires ingenuity and experience, and I feel the hurdle of enhancing the brain in that point (Moriya). The challenge of interpreting and reading information will be felt at many data utilization sites. On the other hand, Mr. Nakamoto says that the segment specification function in Dockpit is somewhat useful for exceeding this hurdle. "If you look at the source of the site in the segment of each age, you can see that in the 20s, for example, there are many natural searches, but in the 70s, there are many display ads. This is information collection action. It is easy to link to the difference, and it is easy to understand. In addition, it is easy to understand the inflow analysis by prefecture. The reason why the inflow from a specific prefecture is coming is clear. "( Nakamoto)

A graph of a generation of generations of generations compiled by Nakamoto.You can see the difference in the inflow route depending on the age

Finally, I heard about the future of data visualization, and in terms of organizational concepts."We believe that communication strategies are important in marketing. We capture the framework that links each method there." (Mr. Nakamoto).

Communication strategy for mode -to -to

「データを活用した分析で、ポジショニング論やアカウントプランニング論、ダイレクト論といった面での深堀りはかなり得意になってきました。今後はブランド論やクチコミ論までも対応し、ストーリーづくりやペルソナ設計など多様な面でクライアントの支援を行っていきます」（中本さん）「提案の型をより精緻化し、今後は一部の案件だけでなくすべての案件で分析フェーズを盛り込みたいですね。制作のスピードや馬力に加えて、提案力を強化して、お客様によりご利用いただける制作会社を目指します」（守屋さん）取材協力：株式会社モードツー▼ヴァリューズではデータを活用したマーケティング支援や組織/仕組みづくりのサポートを行っています。ぜひお気軽にお問い合わせください。

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