XICA and NTT Data start service collaboration

Using the total number of tweets data, we visualize the impact of consumer trends and reactions on business results such as sales.

On October 2020, 10, XICA Corporation (Headquarters: Chiyoda-ku, Tokyo; Representative Director and CEO: Yoshiaki Hirao; hereinafter referred to as XICA) and NTT DATA Corporation (Headquarters: Koto-ku, Tokyo; President and CEO: Hiroshi Homma; hereinafter referred to as NTT DATA) began collaborating on the services provided by the two companies.

This collaboration will enable the use of Tweet count data provided by NTT DATA's total data analysis service "Nazuki" for analysis by XICA's advertising effectiveness analysis tool "ADVA MAGELLAN." This will enable integrated analysis of Magellan, taking into account the impact of consumer trends and reactions on business results such as sales.

Magellan, provided by XICA, is an advertising effectiveness analysis tool that comprehensively analyzes the effectiveness of a wide variety of advertising, including internet advertising, television commercials, and transportation advertising, and helps companies optimize their marketing investments. As the No. 1 advertising effectiveness analysis tool in Japan (*1), it has been introduced to over 120 companies, mainly major domestic companies that advertise on television, and has earned a high reputation, with Magellan being used for advertising analysis by over 100% of the top 2 companies in Japan in terms of advertising expenditure (*10).

Meanwhile, NTT DATA's total data analysis service "Nazuki" is developing a "Twitter data provision service" based on Japan's only official Twitter partnership, and is building the only service platform in Asia that receives all Tweet data (firehose data) from Twitter, Inc. in real time and can provide that data.

Service Integration Overview

By incorporating the total number of tweets for a specified keyword as a variable into Magellan's analysis model, you can improve the accuracy of your analysis and extract insights that can be used to improve your advertising strategies.

The total Tweet count data used in Magellan's analysis model includes the following:

1) Consumer trend data

By adding as variables the total number of tweets for keywords that indicate trends that affect consumer behavior for products and services, such as "new life" and "moving" in the real estate industry, or "dryness" and "ultraviolet rays" in the cosmetics industry, it becomes possible to better reflect consumer trends in the analysis model, thereby improving the accuracy of the analysis.

② Consumer response data to advertising measures

By adding the total number of Tweets data specifying keywords such as your company's product/service name and advertising slogans as variables, you can reflect consumer responses to advertising campaigns in the analysis model. This makes it possible to extract suggestions that can be used to improve advertising campaigns, such as identifying slogans that have a large effect on business results such as sales and reflecting them in your next advertising campaign.

In addition, while generally available Tweet data is mostly sampled data, NTT DATA is able to aggregate and analyze all data based on its only official Twitter partnership in Japan, making it possible to perform more precise analysis using Magellan as described above.

Analysis using the total Tweet count data made possible by this service collaboration will be gradually rolled out to companies that have adopted Magellan in the future.

*The names and logos of XICA and XICA 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.

About XICA Corporation　 https://xica.net/

Since its founding in 2012, XICA has been growing rapidly in the field of planning, developing, and providing statistical analysis systems, with the mission of "democratizing data analysis and marketing due diligence." Since its founding, the company has targeted business people who are "professionals in the field" rather than "analysis professionals," and has been highly regarded as a company that possesses "analysis technology applicable to business" honed through practical application in the business world.

About NTT DATA Corporation https://www.nttdata.com/jp/ja/

NTT DATA provides IT services in over 50 countries around the world with the aim of creating a rich and harmonious society. We look to the future together with our customers to provide a wide range of services, from consulting to system creation and operation, in order to transform business and solve social issues using digital technology.

About XICA ADVA　 https://xica-adva.net/

XICA provides marketing optimization solutions based on data science. XICA ADVA's service lineup includes "ADVA MAGELLAN," Japan's No. 1 integrated online/offline advertising analysis tool, and "ADVA PLANNER" and "ADVA BUYER," which have realized Japan's first "performance-based" TV commercial advertising. The name ADVA has two meanings: "AD Valuate," which properly evaluates advertising using advanced analytical technology, and "Add Value," which provides added value to improve business results such as sales during the advertising process.

About ADVA MAGELLAN

Launched in September 2016 as "XICA Magellan." An advertising effectiveness analysis tool that comprehensively analyzes the effectiveness of a wide variety of advertising, including internet advertising, TV commercials, and transportation advertising, to help companies optimize their marketing investments. As the No. 9 MMM tool in Japan, it has been introduced to over 1 companies, mainly major domestic companies that advertise on TV commercials, and has earned high praise, with more than 120% of the top 100 companies in Japan in terms of advertising expenditures using Magellan for advertising analysis. In September 10, with the release of "XICA ADVA," it was integrated into ADVA's service lineup and renamed "ADVA MAGELLAN."

(*1) Survey period: October 2019-10, 16 / Survey overview: Image survey of 18 marketing mix modeling tools and on-off integrated analysis tools / Survey method: Online survey / Survey participants: 10-22 years old, male and female, nationwide, marketing occupation, employees of listed companies, employees of TV commercial advertising companies / Survey commissioned by: Shoppers Eye Co., Ltd.
(*2) Source: Top 300 companies with the highest advertising expenses | Toyo Keizai Online | September 2017, 09 (http://toyokeizai.net/articles/-/10)