XICA and Yahoo! JAPAN launch joint marketing mix modeling (MMM) solution

Using XICA's analysis solutions, Yahoo! JAPAN will analyze user behavior data such as searches and interests to achieve highly accurate MMM.

SAICA Corporation (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Yoshiaki Hirao; hereinafter "SAICA") and Yahoo! Japan Corporation (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Takao Ozawa; hereinafter "Yahoo! JAPAN") have begun a collaboration with the aim of providing more accurate marketing mix modeling (hereinafter "MMM") solutions.

Based on the analytical solutions owned by XICA, which has one of the best track records in Japan for MMM analysis, XICA will analyze user behavior data such as searches and interests held by Yahoo! JAPAN, which offers approximately 100 diverse services and has approximately 5,500 million monthly users (※1), to provide MMM solutions that are more accurate than conventional solutions and contribute to business growth.

*1: Number of monthly login user IDs. As of September 2022

[Background of this collaboration]

As marketing channels become more diverse and communication with consumers becomes more complex, while regulations regarding the use of personal data become stricter, it is becoming more difficult to analyze and evaluate a company's marketing activities and develop appropriate marketing strategies based on them.

As the marketing environment changes, there is a growing need for MMM, which does not rely on personal data but instead uses statistical methods to comprehensively analyze and evaluate the ROI (return on investment) of all marketing initiatives, transcending the boundaries between online and offline.

As the importance of MMM in corporate marketing activities increases, XICA and Yahoo! JAPAN have begun collaborating to provide MMM solutions with higher added value.

By using XICA's analytical solutions to analyze user behavior data such as searches and interests held by Yahoo! JAPAN, we will provide MMM solutions that are more accurate and contribute to business growth.

[Overview of this collaboration]

In MMM's analytical model, which is based on the purchasing behavior process of consumers, advertising data, such as the number of impressions and clicks on listing ads, is generally used to capture consumer trends on the Internet.

Through this collaboration, it will be possible to use XICA's analytical solutions to analyze user behavior data held by Yahoo! JAPAN, such as searches and interests, thereby improving the accuracy of data capturing consumer trends and enabling the creation of more accurate and robust analytical models.

For example, traditional analysis models using advertising data can produce results such as "the number of clicks on paid ads increased as a result of airing a TV commercial," whereas an analysis model using Yahoo! JAPAN search data can produce more detailed results that are easier to use to improve a company's marketing, such as "the number of searches by women in their 30s increased as a result of airing a TV commercial, while there was no impact on the number of searches by men in their 20s."

The above-mentioned analyses are uniquely possible through the collaboration between the two companies, and compared to conventional MMM solutions, they can provide analytical results that contribute to the formulation of more accurate and effective marketing strategies.

In addition, based on the results of the MMM analysis from both companies, Yahoo! JAPAN can also provide detailed user statistical analysis of what insights users had when they acted on their behalf.

Through this collaboration, XICA and Yahoo! JAPAN will create new forms of marketing for companies by providing insights that were difficult to visualize with conventional MMM solutions.

Company information for both companies

XICA Co., Ltd.

XICA, whose company name comes from the Japanese word "XICA," meaning "talent that appears brilliantly," is a data science company that harnesses the power of data to harness people's creativity for maximum results and unlock the full potential of their talents. It provides MAGELLAN, an integrated marketing analysis tool that utilizes MMM technology, and has a proven track record of analyzing over 200 companies, primarily large corporations.

Representative: Yoshiaki Hirao, President and CEO
Location: 2F TAS Building, 5-2-3 Nishikanda, Chiyoda-ku, Tokyo
Established: 2012
URL:https://xica.net/
Service: MAGELLANhttps://magellan.xica.net/
                : ADVAhttps://adva.xica.net/
Facebook:https://www.facebook.com/XICA.japan/
Twitter:https://twitter.com/xica_official

LY Corporation

Yahoo Japan Corporation, a subsidiary of Z Holdings Corporation, is one of Japan's largest comprehensive Internet information sites, offering approximately 1996 services including Yahoo! JAPAN, which began service on April 4, 1, as well as search, e-commerce, and news.

Representative: Takao Ozawa, President and CEO
Location: Kioi Tower, Tokyo Garden Terrace Kioicho, 1-3 Kioicho, Chiyoda-ku, Tokyo
URL: http://www.yahoo.co.jp/
Services: Yahoo! Search, Yahoo! Shopping, Yahoo! News, etc.

Contact information regarding this press release

XICA Corporation Public Relations Officer: Ehara
TEL: 03-6380-9897/E-MAIL:pr@xica.net

Yahoo Japan Corporation Public Relations Office: Hosono
TEL: 070-3330-9736/E-MAIL: ycompany-pr@mail.yahoo.co.jp