DMM.com utilizes "Novacell Analytics" to realize "ideal TV commercial operation"!

-Challenge to LTV measurement after inflow in cooperation with in-house data and build a new effect measurement mechanism-

RAKSUL Inc. (Headquarters: Shinagawa-ku, Tokyo, CEO: Yasukane Matsumoto), which develops the operational TV CM service "Novacel" and the TV CM effect analysis tool "Novacel Analytics", is a joint venture DMM. We supported the analysis of the TV CM broadcast effect of com (Headquarters: Minato-ku, Tokyo, Chairman and CEO: Keiji Kameyama). Until now, TV commercials required a large budget, but it was difficult to collect quantitative data for effect measurement, making it difficult to judge the results. In order to solve that problem, we have developed "Novacell Analytics" that can analyze TV commercial effects in real time using our own technology and provide it as SaaS. DMM.com, a limited liability company, not only visualized the advertising effect using this tool, but also realized the operation of tracking LTV using the data after the site inflow of CM contact users. This time, we would like to introduce the utilization of "Novacell Analytics" by DMM.com, a limited liability company, as an introduction example.・ The effect is not sufficiently visualized, and the criteria for deciding whether to implement TV commercials are ambiguous. ・ It is difficult for TV commercials to follow the LTV of advertising contact users like digital advertisements. Currently, we are developing 58 businesses, and the marketing department has a system to support each business division on a horizontal basis. One of the issues that was addressed was "overall optimization." Until now, each business division has achieved vertical growth while moving independently, but in the future, we would like to share the accumulated know-how of each business and establish a system to grow while eliminating waste. I had it. For that purpose, it is very important to visualize the effect of each measure, and I wanted to see the numbers with finer particles, and I wanted to be able to judge by looking at the numbers closer to the KGI of the business. As for TV commercials, the sense of challenge was the same, and we were looking for a framework for visualizing the effects.・ Our company has a successful experience as a “business company” and “advertiser” ・ It is a tool that is already used by many companies through the provision of packages such as TV commercial production-media buying and effect analysis. Mr. Takei, the general manager of the marketing department, says that there are two main reasons for choosing "Novacell Analytics" when comparing and examining the effect measurement tools of several companies. The first is that we have a "successful experience as an advertiser" ourselves, and the second is that we have many introduction records as a measurement tool in the provision of packages such as TV commercial production-media buying and effect analysis. It was there. When I had a problem, it was a big deciding factor that I thought that I would be able to receive knowledge and advice based on actual results as well as providing functions. Even after the actual operation started, "I feel that I have reached the point where it is itchy, such as the advice given by the person in charge and the ease of viewing the dashboard, probably because I have a track record and mindset as an advertiser." I have received a comment.

・ Since the tool can automatically collect and analyze the initial speed data after the commercial is aired, the reporting period is greatly reduced and the speed of decision making is improved. ・ To be able to see numbers that are closer to the degree of contribution to the business. , Novasel Analytics, which was able to start the operation of pursuing LTV using the data after the site inflow of TV commercial contact users, will update the effect data of the CM broadcast period in real time. As a result, the speed of communication for decision-making has been increased as an introduction effect. In one case, it was possible to initially broadcast four creatives, analyze the effects 3 to 4 days after the start, and narrow down to the best creatives. In addition, Novasel Analytics and DMM.com's own data have been linked to start operation to track LTV after the influx of TV commercial contact users to the site. "It was my first time to integrate my own database with other data and analyze it, and I was wondering if I could make a proper match or analyze what I wanted to do. I think the data engineers were quite difficult, but the desired output. We received the comment, "We were able to put out a new effect," and raised the fact that we were able to build a new framework for measuring the effect as an introduction effect.

・ Contents: [Thorough visualization] Realized by introducing Novasel Analytics! What is DMM.com's TV commercial data analysis technique? ・ Date: January 14, 2022 (Friday) 14: 30-15: 30 ・ Details (application page) https://novasell.com/seminars/220114 ✓ For marketing staff who feel that the return on investment of TV commercials cannot be seen or judged ✓ For marketing decision makers who want to streamline investment in TV commercials and reduce wasteful hits ✓ Recognition and TV publishers who are feeling the limits of their liking and simple difference analysis

"Novacel" operated by RAKSUL Inc. provides "operational TV commercials" by utilizing RAKSUL's original advertising method and cloud-type TV commercial effect measurement tool "Novacel Analytics". By performing planning, production, broadcasting, and analysis all at once, and by utilizing the effect analysis tool "Novacel Analytics", it is possible to measure the advertising effect of TV commercials, which was considered difficult in the past, and optimize advertising investment. Through this, we are realizing the growth of the company. We will continue to support the maximization of corporate business growth through partner alliances in the digital marketing, creative, and finance fields.・ Service site: https://novasell.com/

(1) Visualize the effect in real time After the commercial is aired, it is possible to check the airing effect in real time on the dashboard of "Novacell Analytics". The effectiveness index can also be grasped by indicators such as the number of site visits, the number of customer acquisitions, and CPA, making it possible to make more accurate investment decisions. (2) It is possible to measure the effect of each program / creative / broadcasting area. It is possible to measure the effect of each program / creative / broadcasting area in detail. Therefore, you can find out the optimal combination of creative x program x area, and concentrate on investing in highly effective ones to further improve the efficiency of advertising investment.・ Inquiries regarding usage: https://novasell.com/documents/document-analytics

[What is RAKSUL Inc.]

Based on the corporate vision that "If you change the system, the world will be better", we will bring the Internet to traditional industries such as printing, logistics, and advertising that have not been digitized, and change the industrial structure to improve the world. Aim to be. Currently, we provide services such as "Raksul", a platform for online printing and customer attraction support, "Hakobel", a logistics platform, "Novacel", an advertising platform, and "Josys", a corporate IT. ["Industrial DX" that Laxle works on] We are vertical by building a platform that integrates the efficiency of transactions with a sharing platform, the efficiency of operations with software (SaaS), and the value-added services based on them. We will solve the problems of each industry and transform into an industry with high productivity and profitability. As an industrial transformant, RAKSUL Inc. will promote DX through an integrated vertical platform for traditional industries that have not been digitized, and will improve the world.

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