XICA MARKETING SCIENCE LAB was established to explore the use of data science to find solutions to the various marketing challenges faced by marketers.

For this commemorative first event, we have invited Takeshi Baba, General Manager of the Brand and Communications Division at KDDI, to talk about the data-driven marketing communication optimization methods that KDDI is working on.

*This event is exclusive to XICA MARKETING SCIENCE LAB members.
*Please register as a member before applying.

Event Details

In order to optimize advertising communications that will lead to business results, marketers monitor various indicators every day and consider what actions to take.

However, not many companies are actually able to clarify the structure of how each indicator is linked to business results such as purchasing.

"Increased favorability leads to increased sales"... Is this hypothesis actually correct?

We will introduce the latest case study from KDDI, where they are verifying these hypotheses with MMM and working towards data-driven optimization.

Recommended for:

• People interested in optimizing marketing communications to achieve business results
• People who are interested in finding ways to clarify the link between policies, awareness and results
• People who are interested in KDDI's marketing strategies and specific initiatives

event program

*The program schedule is subject to change.

Speaker introduction

Mr. Takeshi Baba
KDDI CORPORATION
General Manager of Brand and Communication Division, Public Relations and Communication Headquarters

After graduating from the School of Political Science and Economics at Meiji University, he joined Japan Mobile Communications Co., Ltd. (now KDDI).
He has experience in customer service, sales planning, and marketing, and has been in charge of advertising since 2018.
Since 2021, he has been in charge of the Brand and Communications Headquarters, responsible for branding and communication of the corporate brand (KDDI) and business brands (au, UQ, povo).
We are promoting new initiatives that are not bound by the past, such as developing data-driven marketing methods and challenging communication methods using AI.

Yoshiaki Hirao
President and CEO of XICA Corporation

A graduate of Keio University, Faculty of Policy Management. Yoshiaki witnessed the banruptcy of his father's company, and this drove him to discover the potential of management support through statistical analysis in university. He founded XICA Co., Ltd. in February 2012. Based on his background in statistics and economics, he has provided extensive marketing consulting services to a number of major clients, and he has served as a product owner in the development of various products at XICA.

Event Outline

Application

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