[Marketing Strategy Formulation] Materials
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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
[Marketing Strategy Development] Articles
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Category Problem solvingIdentify your selling points to beat your competitors
Using analysis to make the next move: Explaining data-driven strategies to increase market share
"I'm doing competitive analysis, but it's not leading to any action...'
"Even after looking at the data, I'm still not sure which measures will work...'
This is a problem faced by many marketers who are facing pressure to expand their market share.View the document -
Category Problem solvingFrom introduction to practice: Five checkpoints for effectively utilizing MMM
To effectively utilize MMM (Marketing Mix Modeling), it is essential not only to perform analysis, but also to interpret the results by comparing hypotheses with the analysis results, and to involve the entire organization in taking action.
View the document - Category Problem solving
The cutting edge of marketing strategy formulation: Uncovering the mechanism of brand selection using "CMM"
In a highly competitive environment, companies are required to accurately communicate the appeal of their brands to consumers. However, it is not easy to accurately identify the key drivers that determine brand selection.
Therefore...View the document - Category Problem solving
The key to successful marketing: 10 things to check before introducing MMM
To successfully implement Marketing Mix Modeling (MMM), it is essential not only to collect data but also to set clear objectives, identify issues, and develop appropriate hypotheses.
So, this white paper...View the document -
Category Problem solvingThe value and limitations of "MMM"
- What is "CMM", a new approach that complements the limitations of MMM?
"MMM (Marketing Mix Modeling)" is a very useful analytical method in areas that many marketers worry about, such as cookie regulations and ROI accountability, and is now beginning to attract attention from many companies.
View the document
