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Marketing Agenda 2026
The Evolution of "Oi Ocha" to Survive the Era of Inflation: Utilizing AI and Data Science to Assetize "Decision Making" [Marketing Agenda 2026 Event Report]
On June 3, 2026, at "Marketing Agenda 2026" held in Okinawa, Mitsumasa Shida, Executive Officer and Head of Marketing at Ito En Ltd., and Yoshiaki Hirao, President and CEO of XICA, took the stage. The theme of this event was...
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Advertising Week Asia 2025
Next-generation management required in the age of AI: How to lead the evolution of individuals and organizations
At Advertising Week Asia in December 2025, Hirao of XICA will be speaking on the theme of "Next-Generation Management Required in the AI Era." Six top marketers featured in the book "The Thinking Method of Data Analysis for Targeted Sales Growth" will also be speaking...
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MarkeZine Day 2026 Spring
DataScience for Growth Marugame Seimen's Way: Using Data Science to Maximize Your Win Rate -- The Key to Decision-Making that Overcomes Uncertainty
On March 3, 2026, at the "MarkeZine Day 2026 Spring" event held in Tokyo, the Marketing Strategy Section Manager of the Marketing Department, KANDO Communications Division, Toridoll Holdings, and Marketing Manager of Marugame Seimen, spoke...
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Brand Summit 2026 Spring
S.T. is taking on the challenge of redefining mature brands through "Data Science x AI x People"
On March 12, 2026, at the "Brand Summit Spring 2026," an event covering the current state of marketing held in Hiroshima, Mr. Hiroshi Kozuki, President and CEO of ST Corporation, and Mr. Yoshiaki Hirao, President and CEO of XICA, took the stage. This time...
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Breaking away from the illusion of success
Data-driven analysis and design to maximize return on marketing investment
"Although the figures in the analysis report are favorable, for some reason sales across the business are sluggish.'
Many companies face this deep-rooted problem of "the illusion of success." The cause is often...
Data-Driven Decision-Making and Consulting Resources
[HOW TO / KNOWLEDGE] Articles
- Category HOW TO / Knowledge
Breaking away from the illusion of success
Data-driven analysis and design to maximize return on marketing investment
"Although the figures in the analysis report are favorable, for some reason sales across the business are sluggish.'
Many companies face this deep-rooted problem of "the illusion of success." The cause is often...View the document - Category HOW TO / Knowledge
Introduction to hypothesis thinking for marketers
-- A practical guide to turning data analysis into a weapon
"We have data, but we can't use it properly." "Even after analyzing it, we can't see what to do next." This is a problem that many marketers face at least once. As a result, they often get lost in data and suffer from "analysis fatigue."
View the document - Category HOW TO / Knowledge
A Practical Guide to Modern MMM for Marketers
～What are the key points to keep in mind to effectively utilize MMM, shared by XICA～
In recent years, many companies have turned their attention to an analysis method called MMM (marketing mix modeling) in order to respond to issues such as the diversification of marketing channels and cookie regulations.
MMM is a marketing...View the document - Category HOW TO / Knowledge
The 8 Essential Steps for Turning Data Analysis into Business Results
~What are the important points to keep in mind when analyzing data that can be used in business settings? ～
This document explains the basic flow of data analysis that you should remember in order to achieve results.
The content will help you deepen your understanding of how data analysis can be linked to decision-making and specific actions.View the document - Category HOW TO / Knowledge
A guide to multiple regression analysis in Excel that empowers marketers
~ Understand the correlation between marketing measures and business results ~
Multiple regression analysis is a statistical method for predicting the future by explaining (equating) the ups and downs of the resulting data using multiple elemental data.
By using multiple regression analysis, all marketing measures, external factors, prices, etc. can be used to determine the results...View the document - Category HOW TO / Knowledge
Gain knowledge of "statistics" and accelerate your marketing
- Introducing the basics and "MMM," a statistical analysis method that has recently been gaining attention again -
Are you familiar with "MMM (Marketing Mix Modeling)," a statistical analysis method in marketing? MMM makes it possible to quantify the impact that marketing measures have on business results.
...View the document
