Book introduction

Book Presentation

For "continuously winning" marketing,
There is a blueprint

A way of thinking that turns random success into repeatable victory.
This book explains the fundamental thinking behind using data and a scientific approach to transform all your marketing activities into assets for the future.

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Data analysis thinking to target and increase sales

*1st place categories: Science and technology reference books and white papers, economic engineering, general management engineering books, information society, other sciences

*Bookstores: Maruzen Marunouchi Main Branch, Yurindo Atre Ebisu Branch

MESSAGE FROM THE AUTHORAuthor's Message

"I'm working hard, but I'm not seeing any results" -- the method to escape from this situation is "marketing science," which is discussed in this book.

Rather than waiting for chance success, we strive to succeed. Rather than being satisfied with a single victory, it is a process of "aiming for and continuing to win."

This book introduces a way of thinking, rather than the techniques of data analysis themselves. It is human intuition that gives meaning to impersonal data and extracts valuable insights from it. With this book, take your first steps as a marketing scientist, using data as a weapon to pave the way to the future.

Yoshiaki Hirao

CAN YOU CLEARLY ANSWER? Can you clearly answer such a question?

Why didn't that project work?

"How effective was this measure?"

Is it really because of this ad that sales have increased?

They simply implement the measures and get excited or upset about the results. Whether they succeed or fail, they don't learn anything concrete from them, and they just continue to move forward, feeling their way around...

This book proposes"Marketing Science"is a reproducible, scientific approach to help you escape from this disappointing situation.

WHAT YOU'LL LEARN What you will learn from this book

You will move away from marketing that relies solely on "luck" or "intuition" and acquire practical thinking methods that will enable you to achieve highly reproducible results based on data.

Reproducible strategy planning

You will graduate from intuitive decision-making and learn a scientific approach and systematic process to "aim and keep winning."

Problem-solving thinking framework

You will learn how to break down the marketing science process into six steps: "Objective → Issue → Hypothesis → Data → Analysis → Interpretation" and find essential solutions.

How to use data in the age of AI

You will understand how to design the "questions" and "context" necessary to transform generative AI into the "ultimate strategist," and develop the ability to truly utilize AI.

Fusion of "sensibility" and "data"

You will learn why data analysis requires not only technical skills but also "sensitivity," and how to combine your experience and intuition with data to transform it into value.

THE CORE METHOD The core of this book: "The 6 steps of marketing science"

This book does not introduce the data analysis techniques themselves, but rather a "way of thinking" that is directly linked to business results.
We will explain a systematic process for giving meaning to impersonal data and extracting valuable insights.

FOR THE AI ERA This way of thinking will turn AI into the ultimate strategist

If you just ask a generative AI to "come up with our company's marketing strategy," it will only get mediocre answers.
To extract valuable answers, it is essential to ask questions that capture the essence of the business and to be able to provide your company's unique context.

The six-step thinking method explained in this book is the very power to design the two contexts that should be given to AI: "internal winning strategies" and "what's in the customer's mind."

GUESTS INSIGHTS Includes special interviews with six top marketers

This video features six guests who have dramatically increased their business through data utilization. Through their authentic voices, the video conveys the real effects and necessity of data utilization.

"They state very simply that the purpose of marketing is to 'solve the customer's problems.' What problems do their products and services solve for their customers? Without this basic premise, no marketing is meaningful."
— Kozo Takaoka (President and CEO, K&Company Co., Ltd.)
"The true purpose of data analysis is not to 'find a winning strategy'. I believe it is there to motivate you to take that first step in finding a winning strategy."
— Mitsumasa Shida (Executive Officer, Head of Marketing Division, Ito En Ltd.)
"There's nothing more unsettling than stepping onto the court without the weapon of data. But in reality, the outcome doesn't depend on the data... You can't win unless you use both data and intuition."
— Katsuaki Nagumo (Executive Officer and CMO of Toridoll Holdings Co., Ltd., Head of KANDO Communications Division, and Managing Director and Head of Marketing Division of Marugame Seimen Co., Ltd.)
"Data is merely 'past performance.' Even if it's the best result, we must go beyond it. We must always take on new challenges and improve efficiency. I believe there is no end to this."
— Takeshi Baba (Head of Brand and Communications Division, Public Relations and Communications Headquarters, KDDI Corporation)
"The most important thing is to have a hypothesis. Without a hypothesis, there's no way to question it in the first place. With the advent of generative AI, I feel we're in an era where the power of hypotheses will make all the difference."
— Tomoyuki Ishii (Marketing Manager, Recruit Co., Ltd.)
"It's important to have the attitude of 'believing even inconvenient data.' And it's important that management has that mindset. If leaders themselves don't have that attitude, they'll make the wrong decisions."
— Ken Nakajima (Executive Officer and Head of Marketing, Kewpie Corporation)

WHO IS IT FOR?Recommended for those who have questions such as

Those who want to improve their marketing results in a reproducible way
Data scientists and analysts who want to connect analysis to business results
Executives and managers who want to establish data-based decision-making in their organizations
Those who want to acquire the mindset necessary for marketers in the age of generative AI
Those in charge who feel that marketing that relies solely on intuition and experience is limited
All business people looking to advance their careers

BOOK INFORMATIONBook information

Book title: Data analysis thinking to target and increase sales
First edition published: 2025 January 11
著者: Yoshiaki Hirao
Issue: Cross Media Publishing Inc.
List price: 1,980 JPY (TAX+)
ISBNs: 978-4-295-41159-8

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ABOUT THE AUTHORAbout the author

Yoshiaki Hirao
President and CEO of XICA Corporation

Graduated from the Faculty of Policy Management at Keio University. After experiencing the bankruptcy of the company where his father worked, he discovered the potential of statistical analysis while at university and discovered the potential of business management support, and founded XICA Co., Ltd. in 2012.

The company has supported over 280 companies, primarily enterprise companies, and has contributed to highly reproducible business growth as a "data science firm that creates a business growth spiral."