Analytical and creative power that enables data marketing:
I first came in contact with the business of programmatic advertising after joining Beijing DAC seven years ago. At the time, data was already being used to some extent as a guide for the placement of advertising. Later on, I became more involved in the business of data marketing, providing customers with data analysis, data reporting and strategic case-building, as well as placement of ads and verification of their effectiveness based on data.
In recent years, organizations have increasingly recognized the value of data and been treating it as a resource. More than half of marketing decision-makers expect to increase investment in data services and to conduct studies on users in the market in the next year. It is in this market environment that my Hakuhodo colleagues and I explore and mine the business of data marketing for automobile and cosmetics clients.
I believe that although off-the-shelf data solutions can certainly serve as a guide in terms of activating a client’s own data and using third-party data effectively, true activation of data requires a thorough understanding of the brand, product, service and user, as well as creativity in combining data analysis and an understanding of the market environment.
There are many data service companies in the data industry in China. However, it is difficult to provide clients with insights that are helpful to growing their brands relying only on the sources of data and power of analysis of these companies. It is only possible to contribute to clients’ marketing activities by combining and enhancing powerful analysis with creativity.
The data marketing wave will only grow bigger in China, and I see this as an opportunity. Going forward, I intend to continue honing my analytical and creative abilities to enable the Hakuhodo Group to lead further development in this area in China.
Roles and titles current when this article was published in March 2020.