Data-Driven Marketing to Accelerate Decision Making

Consumer purchasing behavior is undergoing a drastic change due to the diffusion of smart devices. Companies are hurrying to introduce marketing tools to improve customer satisfaction by responding to changes in consumer purchasing behavior. However, in some cases, instead of bringing about positive effects, the introduction of marketing tools has caused customer satisfaction to decrease. Fujitsu offers FUJITSU Intelligent Data Service Domo (hereafter, Domo), a platform capable of supporting the design of a company's marketing-related indicators and centralized management of data for various tools. Domo facilitates the achievement of data-driven marketing that accelerates corporate decision-making based on data. At one customer site, the introduction of Domo has made it possible to run plan-do-check-act (PDCA) cycles several times the number before its introduction, more than doubling the number of reliable customers. This paper describes the confusion caused by the introduction of marketing tools without setting up clear objectives and Fujitsu's solution that solves this problem together with a case example of its application.