1 tokyo, japan landscape database marketing agency tokyo, japan
TRANSCRIPT
Landscape Co., Ltd. All rights Reserved 2
August 2nd, 2012 At Landscape seminar room
Mr. Abe was invited by Landscape as a “Former Prime Minister” at that time.
Landscape Co., Ltd. All rights Reserved 3
Four months later, in December 16th, 2012, he was elected Prime Minister.
Economic recovery in Japan.1. Monetary policy.2. Investment policy.3. Diplomatic policy.
August 2nd, 2012 At Landscape seminar room
Landscape Co., Ltd. All rights Reserved
Landscape Co., Ltd.Year Founded: September 10, 1990
Headquarter: Tokyo Opera City Bldg. 15Fl., 3-20-2 Nishi-shinjuku.
Shinjuku-ku, Tokyo
Capital: \ 466,335,500
Employees: 80 Full-time, 400 SOHO, 350 Part-time
Landscape supports client’s database and information based
marketing activities as a database marketing agency.
Business Area:
(1) Database Marketing Solution
(2) Data Solution
(3) Business Process Outsourcing
Landscape Quick Fact
4
Landscape Co., Ltd. All rights Reserved 5
Tokyo Opera City Tower 15Fl.
View from our office.(available on our website)
Our office
Landscape Co., Ltd. All rights Reserved
2013 B2B targeting system uSonar released.2010 Establish Marketing Group.2009 Opt-in Auto Call service release.2007 Business data access tool LBC COMPASS released.2006 CRM system DISH released.2003 Business data solution LBC released.2002 Equity Investment by ITV, The Dai-ichi Life Insurance Company,Limited & Zenrin, etc. and Capital Increased to 365mil. JPY.2004 Equity Investment by Ogilvy (WPP Group) & JAFCO
and Capital Increased to 225mil. JPY. Data hygiene and data enhancement solution started.2005 Equity Investment by ACXIOM and Capital Increased to 170mil. JPY.1999 Equity Investment by JAIC and Capital increased to 50mil. JPY1998 Shinjuku Call Center and Osaka Call Center start operation1997 Headquarters move to Tokyo Opera City Tower in Tokyo1996 Data capture service started.1993 Branch office opened in Shinjuku-ku(Nishi-shinjuku)1990 Start business in Osaka-city with capitalization of 10mil. JPY
Company History
Landscape Co., Ltd. All rights Reserved
Our ClientsWe have about 600 clients to serve last year.
EPSON SALES JAPAN CORPORATIONOMRON CorporationSumitomo Heavy Industries.,LTD.Fuji Electric Holdings Co., Ltd.MISUMI CorporationHino Motors, Ltd.UCHIDA YOKO CO.,LTD.Pitney Bowes Japan CorporationRISO KAGAKU CORPORATIONCybozu, Inc.
salesforce.com Co.,Ltd.PCA CORPORATIONMcAfee Co., Ltd.KDDI CORPORATIONZENRIN CO., LTD.NIFTY CorporationDaiko Clearing Services CorporationMitsui Real Estate Sales Co., Ltd.Hotel Okura Co., Ltd.CENTURY21 REAL ESTATE OF JAPAN LTD.JF-SANTA Association
8
Landscape Co., Ltd. All rights Reserved
1. New customer acquisition. (Getting customers)
2. Customer retention. (Keeping customers)
3. Up-sell & Cross-sell to the existing customers. (Growing customers)
What we support
9
Landscape Co., Ltd. All rights Reserved
How we serve
1. Proposal of target data.
2. Data profiling and data penetration analysis.
3. Provide data quality solution that enable our clients to plan and execute database marketing & CRM activities.
3. Planning & execution of lead generation and campaign program.
4. Provide CRM & Data Quality software and services.
10
Landscape Co., Ltd. All rights Reserved
Database for Marketing & Data Quality Purposes. Landscape manages the largest database for marketing and data quality purposes in Japan.The technology and knowledge handling Japanese data is provided as a data solution service.
Business Database 7.5 million
Consumer Database 95 million
11
Landscape Co., Ltd. All rights Reserved
■Integrated Database(IDB)Data collected are all standardized and consolidated with both Individual and household level.
■Selection Criteria14 categories and 57 attributes are available for data selection and data enhancement.
■PrivacyLandscape takes proactive approach in protecting consumer privacy.
Consumer Database : IDB
Consumer Data Protection Department Handling consumer inquiry.
95 million
13
Landscape Co., Ltd. All rights Reserved
Targeting with multiple selection criteria enable marketers better segmentation.
Area
Others
# of people in the household
■ Type of dwelling ( House/Mansion )■ School graduated(high school/college)■ Occupation ( President, Doctor, Attorney )■ Affluent attributes ( Golf club member.etc )■ Beauty care oriented■ Mail order oriented
Listed in phone book or not
Age
Gender
※inferred income and square measure selection are available.
How we organize data?
IDB95 million Consumer
14
Landscape Co., Ltd. All rights Reserved
Our intention to enable B2B marketers to access maximum amount of potential customer records from an active business database we continually update and maintain.
The Largest Business Database
1000764554210007645543100076455441000764554510007645546
1000764554710007645548100076455501000764555110007645552
7.5 millionBusiness Records
in Japan
16
Landscape Co., Ltd. All rights Reserved
Data stored in LBC
LBC has 118 data elements
maximum.
-Area-Industry Classification(JIS)
-# of offices-# of employee-Sales amount
-URL ・・・ etc.
LBC attributes
-Factory-Owner company
-Recruiting-Governmental office
-not listed on phone book-EC site ・・・ etc.
Other attributes
17
Landscape Co., Ltd. All rights Reserved
What LBC is used for?
1. Customer Data Integration.
2. Market Penetration Analysis.
By specific segment.
By company group
3. Targeting for new customer acquisition.
4. Data profiling. Data enhancement.
18
Data Quality with Landscape.
Landscape Co., Ltd. All rights Reserved
Functions we have
End to endDirect Marketing
Support
Tele-marketing
Data Solution
• Planning • Data Segmentation/Selection• Creative• Letter-shop• Email/Fax Transmission
• Outbound• Inbound
• List Rental• Data Hygiene• Merge/Purge• Customer Data Integration• Data Enhancement• Data Assessment• Data Analysis & Profiling• Database Hosting
Master Database
• Consumer 95 million (vast majority of Japan`s adult population) • Business 9 million (basically all firms in Japan)
Landscape Core
19
Landscape Co., Ltd. All rights Reserved 21
Millionaires in Japan by country.
Source: Capgemni “World Wealth Report”
Landscape Co., Ltd. All rights Reserved 22
Trend of the number of millionaires in Japan.
Millionaires in Japan by history.
million1.85
1.75
1.65
1.55
1.45
1.35
1.25
Yr.2004 Yr.2011Yr.2010Yr.2009Yr.2008Yr.2007Yr.2006Yr.2005
Source: Capgemni “World Wealth Report”
Yes, “lost 2 decades”
Landscape Co., Ltd. All rights Reserved 23
Millionaires by age segment.
Millionaires in Japan by age.
20s 30s 40s 50s 60s 70s 80s
Source1: Landscape “Upper Class Database 2: Ministry of Internal Affairs and Communications
73.9%60.9%
42%
4.3%94.9%
86.1%
95.8%
97.7%
*1
*2
Landscape Co., Ltd. All rights Reserved 24
BackgroundOptimize newly aligned sales resource.
7,000,000JPY or 70,000USD
Business Case : Security
Upper Class ( CEO/ Doctor/Tax accountant/High tax payer/Condo owner
Investment
Target
Objective New customer acquisition
Monetary fund or bondProduct
Data is distributed to sales and utilized by DM, sales call, sales visit, and inviting to the seminar.Approach
Acquiring approximately 3,600 new customers ( amount of money collected is2.8 billion JPY or 28 million USD )Return
Landscape Co., Ltd. All rights Reserved
Business Case : Resort condominium
Advertisement on news paper does not work .
10,000,000JPY or 1000,000USD
Doctor/tax accountant/
To sell luxury resort condominium.
40,000,000JPY or 400,000USDPrice
60,000 direct mails.
25 inquiries by phone and 25 are coming to the model room. 6 orders.
Luxury resort condominium
Background
Target
Objective
Product
Cost
Approach
Return
25
Landscape Co., Ltd. All rights Reserved 26
Business Case : Automobile
Would like to penetrate super riches among riches.
1,200,000JPY or 12,000USD
Billionaire
To sell luxury car.
20,000,000JPY or 200,000USD
Invitation and catalogue
2,000 Invitations → 17 respondents → 2 orders taken in 6 months
Background
Investment
Target
Objective
Price
Approach
Return
Landscape Co., Ltd. All rights Reserved 28
“The end of Solution Sales”Chad Adamson, Matthew Dixon, and Nicholas Toman
“-Customer completed, on average, nearly 60% of a typical purchasing decision-”
Issues in B2B marketing.
Landscape Co., Ltd. All rights Reserved
Live AccessDetect which company
to access to your web-site in real time.
Grouping• Parent-subsidiary company relationship• Headquarter-branch
relationship
Targeting• By business attributes• By specific company
Penetration Analysis
1. Budget 2.Authority 3.Needs 4.Timing
Four classifications for B2B qualification strategy: BANT.
New Feature
“Live Access” functionality released.
29
Landscape Co., Ltd. All rights Reserved 30
uSonar detects the companies accessing to your web site in real time. You can also see what keywords are used to access to your web-site. It enables users follow up based on the apparent interest and needs of the inquiring companies.
uSonar (Web-site Live-Access)
Potential customers
Search
Your site
Online
Off-line
Overview of “Live Access”
Landscape Co., Ltd. All rights Reserved 31
The tool for real time marketer ”uSonar”The tool for real time marketer ”uSonar”
“uSonar” is a cloud-based tool to provide sales personnel and marketers the capability to execute real time marketing. It provides the users power of data which has been built by integrating multiple sources of information related to the customers or prospect’s interest selected from Japan’s largest B2B database hosted by Landscape. This technology has the potential to maximize the productivity of sales and marketing efforts.
Feature
Feature
Feature
1
2
3
User can access to the largest B2B database in Japan.
User can utilize the data hygiene & consolidation functionality.
User can manage the information associated with the customers.
Cloud type tool enable user to implement easily and in shorter lead time.Flexible to set data field and count table.
Feature 4
Feature 5
on cloud
Recap of uSonar
Landscape Co., Ltd. All rights Reserved 33
Appendix – additional information for you about ourProduct and Service offerings
Landscape Co., Ltd. All rights Reserved
95 million records
Compiled data( Published/Public )・ Doctor・ Alumni association・ High tax payer ・・・ etc.
Phone book Response data
・ Mail order company - Healthcare/Cosmetics Catalogue/TV ・・・ etc.
Approx. 700 millionrecords
Data Source of Consumer Database(IDB)
Compiled Data
41%
Phonebook
32%
Response Data
27%
Data from multiple sources are processed with data hygiene and consolidation technology. IDB contains 95 million consumer data(40 million households).
34
Landscape Co., Ltd. All rights Reserved
What we support?
Feature1. Specialized in B2B outbound call.
2. 250 seats available. Including the seats of partner company who implement DISH.
3. Call Center System “DISH”
What we do.
• B2B Lead Generation Program.• Key person search.• Getting permission to visit.
36
Landscape Co., Ltd. All rights Reserved 37
Industrial Classification
(Large Category) Symantec LBC Symantec LBC Symantec LBC Symantec LBC Symantec LBC Symantec LBC Symantec LBC Symantec LBC Symantec LBC
S 公務(他に分類されるものを除く) 3 28 2 31 3 33 2 16 2 12 5 23 2 15 0 4 19 162
F 電気・ガス・熱供給・水道業 1 77 3 66 11 92 3 38 10 47 11 52 7 33 1 6 47 411
G 情報通信業 50 3,280 119 2,664 194 2,561 183 1,360 265 1,390 278 1,101 192 649 38 106 1,319 13,111
J _金融業 保険業 17 2,029 17 860 37 542 34 286 47 259 51 277 74 374 52 172 329 4,799
Q 複合サービス事業 12 2,425 38 1,061 66 1,020 26 378 30 345 28 268 29 312 32 226 261 6,035
P _医療 福祉 21 1,739 31 1,171 34 944 20 675 39 827 65 1,178 79 868 20 171 309 7,573
L _学術研究 専門・技術サービス業 87 12,870 111 7,319 177 4,921 110 1,802 144 1,483 146 951 88 496 21 99 884 29,941
O _教育 学習支援業 2 426 2 269 4 191 2 97 4 106 8 77 6 49 8 26 36 1,241
E 製造業 125 37,658 188 34,696 374 32,068 409 14,681 610 13,108 868 9,872 839 6,137 213 1,277 3,626 149,497
H _運輸業 郵便業 9 2,542 30 4,123 54 6,473 54 4,150 103 4,509 137 3,595 190 2,378 67 451 644 28,221
R サービス業(他に分類されないもの) 36 12,102 62 9,167 95 5,859 60 2,314 83 2,136 119 1,721 124 1,237 74 417 653 34,953
N _生活関連サービス業 娯楽業 15 5,008 20 3,450 33 3,093 27 1,512 48 1,535 60 1,266 57 659 19 114 279 16,637
I _卸売業 小売業 389 111,842 440 59,086 692 33,064 499 11,167 611 8,756 631 6,156 492 3,566 104 792 3,858 234,429
K _不動産業 物品賃貸業 273 33,643 113 8,087 88 3,412 56 1,210 70 1,020 89 760 59 430 25 118 773 48,680
C _ _鉱業 採石業 砂利採取業 0 295 0 361 1 340 3 116 4 74 6 45 2 15 0 2 16 1,248
M _宿泊業 飲食サービス業 16 4,785 14 3,352 12 2,828 8 1,319 30 1,317 44 949 37 552 20 120 181 15,222
A _農業 林業 4 2,284 6 1,539 7 769 3 209 5 162 8 86 1 33 3 12 37 5,094
D 建設業 200 126,398 219 74,359 297 37,490 210 9,328 230 5,319 230 2,507 135 989 34 193 1,555 256,583
B 漁業 2 270 1 222 1 183 0 90 0 73 0 40 0 17 0 1 4 896
T 分類不能の産業 0 33 1 36 5 43 1 24 1 19 0 29 3 30 8 20 19 234
不明 60 13,483 46 5,125 63 2,841 43 1,028 40 872 55 631 32 402 14 98 353 24,480
総計 1,322 373,217 1,463 217,044 2,248 138,767 1,753 51,800 2,376 43,369 2,839 31,584 2,448 19,241 753 4,425 15,202 879,447
10浸透率指数 未満 150 700浸透率指数 以上 未満 2400 5400浸透率指数 以上 未満10 150浸透率指数 以上 未満 700 2400浸透率指数 以上 未満 5400浸透率指数 以上
LOW
ML
M
MH
H
UH
07.100 299- 名 08.300 1000- 名 合計01.1 4- 名 02.5 9- 名 03.10 19- 名 04.20 29- 名 05.30 49- 名 06.50 99- 名
user user user user user user user user user
Feature : Coverage
By industrial classification
# of employeesPenetration Analysis
Landscape Co., Ltd. All rights Reserved 38
A Electrics001
A Electrics001
A Logistics002
A Logistics002
A trading005
A trading005
A Technology007
A Technology007
A ElectricCable008
A ElectricCable008
OsakaBranch
003
OsakaBranch
003
FukuokaFactory
004
FukuokaFactory
004
Kobe Branch
009
Kobe Branch
009
Mie Branch
010
Mie Branch
010
AomoriLab011
AomoriLab011
TokushimaFactory
012
TokushimaFactory
012
A Development
006
A Development
006
Feature : Grouping
Landscape Co., Ltd. All rights Reserved 39
AddressMaster
Master Data for Data Standardization.
AddressChange Master
PossiblyMistaken Kanji
Master
Phone BookMaster
Company Name
knowledgeMaster
BusinessData
Master
AddressKnowledge
Master
BuildingMaster
Area CodeMaster
Call-CheckMaster
Company IP Address
Master
Major masters implemented in CircuData