*Titles are as of the time of the interview.
Oisix Ra Daichi Co., Ltd.
Founded in 2000. With the mission of "The dining table of the future, the fields of the future," the company operates a subscription food delivery business. In 2017, it merged with "Daichi wo Mamoru Kai," and in 2018 with "Radish Boya," and changed its name to the current one. Since then, it has provided services to a wide range of people, from families with children to senior citizens, with a focus on these three brands. The cumulative number of meals shipped of the meal kit "Kit Oisix," which began selling in 3, has exceeded 2013 million meals (as of April 3,500). It has also expanded into overseas markets.
Aiming for 50 members, we want to decide where to invest in new advertisements
Q. Oisix introduced MAGELLAN in the winter of 2018. What kind of marketing challenges did you face at the time?
Mr. Nishii:Oisix has a business plan to grow its current membership of about 20 to 3 in three years. However, when the promotion funnel was expanded from the existing Oisix users to the potential users, the CPA tended to become higher. Therefore, instead of last conversion, we conducted web attribution analysis, but 50% of access to Oisix is from smartphones. At present, it is difficult to perform attribution analysis across devices, and it is also not possible to visualize the impact of offline activities.
As such, measuring the effectiveness of the entire promotion has been a long-standing challenge. However, in order to achieve both awareness and acquisition, it is necessary to grasp the facts in order to determine the optimal media and make investments. Currently, we are continuing to analyze the effectiveness of the entire promotion, including MAGELLAN.
CPA is a holistic approach
Q. Please tell us why you introduced MAGELLAN.
Mr. Narimiya:When we introduced MAGELLAN, I was working at the Oisix EC Business Promotion Office, where our mission is to acquire new members for the Oisix Club. Detailed analysis of digital advertising is being carried out, but for mass advertising such as TV commercials, we have been using experience to design performance indicators and campaigns to be run at the same time. MAGELLAN can also visualize the effects of mass advertising, so we introduced it in the hope of making allocations based on facts.
Mr. Fujieda:The Data Marketing Section of the E-Commerce Business Division accumulates, visualizes, and utilizes data linked to services. One of the reasons for the growth of Oisix's business is the match between the cost of acquiring members and LTV. Therefore, the measurement of the effectiveness of the entire promotion must always be pursued as optimal. In addition, they were wondering whether a statistical approach could be adopted in the allocation of advertising budgets. In the midst of this, they learned about MAGELLAN at a seminar and felt that "Oisix's vision could be realized."
Q. In recent years, it has become increasingly difficult to assess CPA in direct response businesses in general. How does Oisix view CPA?
Mr. Nishii:I think it would be good to go through the PDCA cycle and get the total CPA right, including not only the results of the last click, but also mass advertising and video advertising. I think it would be possible to incorporate a statistical approach to this as a multifaceted perspective. Before the advent of digital marketing, advertising effects were not fully visualized, and allocation had to be done on an intuitive level. However, if we can clarify this black box situation and make the right marketing investments, I think companies will grow.
Want to deeply understand customer behavior and choose the most suitable advertising method
Q. Lastly, please tell us about your goal in marketing.
Mr. Fujieda:At Oisix, we run the PDCA cycle on a weekly basis, and we value speed. Currently, we are in the process of building an analysis design for MAGELLAN with the support of the Data Marketing Section. We would like to create a system where a single marketer can operate MAGELLAN on their own, so that we can conduct analysis more quickly.
Mr. Narimiya:Programmatic advertising platforms have an evolving learning function for their ad delivery systems, and they tend to improve their effectiveness through the power of creativity. It would be ideal to visualize customer behavior based on advertising, and then visualize the evaluation of creative content. We would like to realize optimal marketing communication based on the facts.
Mr. Nishii:Nowadays, "direct response is programmatic advertising" has become the norm, but about 10 years ago, there was a time when display advertising was not fully utilized. However, as the technology on the platform side evolved, CPA became appropriate and advertising investment progressed. In the future, similarly, new advertisements such as video advertisements will become established, and the time will come when measurement indicators and methods that are not click-based will be established. I would like to proceed with preparations so that I can respond firmly to such changes in marketing.
Other customer testimonials
Other Client Testimonials
Top, the No. 1 eyewear retailer, uses data to develop its next-generation customer acquisition strategy.
Head of Brand Strategy
Akihiko Saito
Service
We operate store brands such as "Megane Ichiba," "ALOOK," and "LENS STYLE," selling eyeglasses and contact lenses. In particular, "Megane Ichiba" boasts the top market share in the domestic eyeglasses industry, operating 1,063 stores nationwide*.
* As of 2025 month
Activities
MeganeTop has visualized its "unique value" that makes customers choose them through data, clarifying strategic priorities. Moving forward, they aim to thoroughly implement their strategy by disseminating the identified key drivers throughout the company as a "common language" that will serve as a guideline for actions at the operational level, while simultaneously fostering a data-driven organizational culture.
