Japan's No. 1 on-off integrated analysis tool "MAGELLAN" has been adopted by over 200 companies
Adoption is on the rise across all industries amid cookie regulations and the COVID-19 pandemic
XICA Corporation (Headquarters: Chiyoda-ku, Tokyo, Representative Director and CEO: Hirao Yoshiaki, hereinafter referred to as XICA) is pleased to announce on Tuesday, March 2022, 3 that the cumulative number of companies that have adopted MAGELLAN (hereinafter referred to as Magellan), Japan's No. 8 (※1) on-off integrated analysis tool, has exceeded 1.
Reasons for the increase in the number of companies adopting the system
Magellan is an integrated on-off marketing analysis tool that began providing services in 2016. Since its launch, the service has been highly praised for its ability to visualize the impact of all marketing factors on sales, including not only online advertising but also offline advertising, the effects of which are difficult to see, and external factors such as the impact of COVID-XNUMX, and for its ability to show optimal marketing investment allocations for companies to maximize sales.
In recent years, the need for marketing analysis has increased as the marketing environment has changed.
One of the changes in the environment is the prolonged impact of the COVID-19 pandemic. Many companies have become more critical of their advertising investments during the pandemic. This has created a greater need for accurate understanding of marketing effectiveness and optimization of marketing investments than ever before.
Furthermore, restrictions on the use of cookies due to the strengthening of personal information protection regulations are also bringing about major changes. Due to restrictions on the use of third-party cookies, it is expected that tracking and analyzing individuals will become more difficult in the future, even in online advertising, so there is a shift to marketing analysis methods that do not require tracking individuals.
Against this background, the introduction of Magellan has progressed, as it is an analytical method that makes it possible to understand the effectiveness of marketing taking into account external factors such as the impact of COVID-19 and does not require individual tracking.
Magellan's implementation track record
Magellan is used by over 200 companies across a wide range of industries and business types, including beverages and luxury goods, cosmetics and toiletries, information and communications, automobiles and related products, various services, home appliances and AV equipment, and pharmaceuticals and medicines.
In particular, for products sold mainly in physical stores by manufacturers of daily consumer goods and the like, it is difficult to grasp the impact of advertising on sales, so there is a high need to measure advertising effectiveness, and Magellan has been actively introduced from the beginning.
Meanwhile, even among companies that focus on online sales, such as e-commerce, the demand for integrated analysis tools has increased due to the impact of restrictions on cookie usage, and Magellan has begun to be adopted.
Initiatives to strengthen Magellan's functions and collaboration
In 2021, Magellan will be equipped with two new features: 2) a brand equity analysis function that visualizes the medium- to long-term sales effects of branding advertising such as TV commercials improving brand value, and XNUMX) a non-linear analysis function that visualizes the plateau in advertising efficiency that occurs when advertising continues.
①Brand equity analysis function
By utilizing the brand equity analysis function, the sales effect of branding advertising over the medium to long term becomes clear, allowing advertisers to clarify which measures they should focus on from a medium to long-term perspective, rather than just a short-term one.
②Non-linear analysis function
By utilizing the nonlinear analysis function, it becomes clear that the efficiency of advertising performance deteriorates when advertising is continued. In addition, if multiple ads are being advertised at the same time, it is possible to grasp the change in advertising effectiveness according to the amount of each ad being advertised, allowing for a more accurate analysis of the impact of each ad on performance.
In addition, as Magellan has deepened its business partnerships with BI tools and data vendors, it has been able to incorporate a wider range of marketing data, such as tweet count data and location data, into its analysis, thereby improving the accuracy of its marketing effectiveness analysis.
XICA will continue to contribute to optimizing corporate marketing investments and maximizing sustainable sales through the provision of Magellan.
About Magellan
Magellan is Japan's No. 1 (※1) integrated on-off analysis tool that quantifies the impact on sales of all marketing factors, including advertising such as TV commercials, whose effects are difficult to see, and suggests optimal budget allocations.
※Magellan website: https://magellan.xica.net
About XICA Corporation
Company name: XICA Co., Ltd.
Representative: CEO Yoshiaki Hirao
Address: 2F, 5F, and 2F TAS Building, 2-3-6 Nishikanda, Chiyoda-ku, Tokyo
Established: July 2012
URL:https://xica.net/
*1: A survey conducted by Shoppers Eye Inc., a member of the Cross Marketing Group, on 10 marketing personnel from listed companies to investigate their impressions of 149 marketing mix modeling tools and on-off integrated analysis tools.
Survey period: October 2019-10, 16
Survey overview: Image survey of 10 marketing mix modeling tools and on-off integrated analysis tools
Survey method: Internet survey
Survey participants: 22 people aged 69-149, male and female, nationwide, working in marketing positions at listed companies, and working for companies that advertise on TV commercials
*The names and logos of XICA, MAGELLAN and ADVA are registered trademarks or trademarks of XICA Corporation in Japan and other countries.
*Other company names and product names mentioned are trademarks or registered trademarks of each company.
[Customer Inquiries]
XICA Co., Ltd. Marketing Department
TEL: 03-6380-9357
E-MAIL: marketing@xica.net
[Media Inquiries]
XICA Corporation Public Relations Officer: Kubozono
TEL：03-6380-9897
Mobile: 070-4870-6510
E-MAIL: pr@xica.net