NEC, Macromill launch consumer insight marketing business using AI

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NEC Corporation and Macromill, Inc. has announced that they have jointly developed consumer insight marketing services using AI and biometric information and will launch services from April 2019.

The services include a Central Location Test using biometric information and a consumer purchase prediction service using AI. They will be delivered together with ‘D-Profile’, an AI analytics service which launched in January 2019.

These services will help marketers to understand deep consumer needs and discover new insights by analyzing Macromill’s various consumer data sets. This data includes attribute information such as age, gender, purchase history and access log, as well as EEG, line-of-sight (from NEC’s portfolio of AI technologies, ‘NEC the WISE’– see Note 1) and others.

These services allow marketers to utilize deeper consumer insight for marketing and product development. Marketers can now access consumers’ unconscious reactions and activity logs – information which cannot be identified from surveys or a Central Location Test.

NEC and Macromill began their collaboration in consumer data utilization in April 2018. Since then, they have jointly developed marketing solutions for leading-edge companies.

The AI analytics service D-Profile, which utilizes dotData (Note 2), is already successfully providing new insights in media planning and product development for clients in the finance, FMCG, and media sectors.

NEC and Macromill will also jointly develop a service to provide insights based on in-store purchase behavior. The two companies are currently working on business development with real store trials, aiming to launch the service before the end of the fiscal year 2019.

“Through this collaboration, NEC and Macromill seek to create a society where each consumer can benefit from more tailored services and pursue a richer life,” said Osamu Fujikawa, Senior Vice President, NEC Corporation. “We believe that by providing data and analytics that reflect consumer trends and values, our clients can better customize their marketing activities. In addition, we can support our clients’ efforts to own and utilize their proprietary data through safe data distribution.”

“Macromill helps to solve marketing challenges by collecting and analyzing consumer data to deliver deeper insights into consumers – in the real and increasingly digital world,” said Toru Sasaki, Representative Executive Officer, Japan Operation, Macromill. “What’s so exciting about this collaboration is that we will be able to provide more refined insight into consumer activities enabling our clients to customize their marketing to their exact needs.”


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