Corporate News
The article covers the background of how Landscape focused on the corporate data business, as well as web digital marketing that supports B2C initiatives by leveraging corporate master data. For more details, please check the July issue of Monthly Senden Kaigi.
https://mag.sendenkaigi.com/senden/201707/challenge-venture/010992.php
■ Publication Overview
| Release Date | June 1, 2017 |
| Featured Pages | Pages 110–111 |
| Headline | Changing the Advertising Business!? The Challenge of Venture Companies Supporting B2C Marketing with Corporate Data as a Weapon |
■ Focusing on Customer Data Maintenance and Integration: A Competitive Edge in Hard-to-Enter Markets
B2B marketing that supports sales activities by leveraging SFA (Sales Force Automation) and marketing automation is gaining significant attention. However, simply implementing such tools does not guarantee immediate results. In particular, Japanese company names often include trade names and abbreviations, and their notation—ranging from hiragana and katakana to kanji and Roman characters—is complex. This frequently leads to the same company being recognized as different organizations within the data.
Furthermore, address formats often suffer from a mix of kanji and alphanumeric characters, typos, or missing information. Therefore, to utilize these tools effectively, the first step is to perform data cleansing on accumulated customer data.
Landscape is a company that specializes in such data integration and maintenance. Founded in 1990, the company began with a database marketing business supporting direct mail and telemarketing. Later, following a business alliance with the U.S. data management firm Acxiom in 2000, it strengthened its corporate data collection and launched its data integration and maintenance business. Its corporate master data, which serves as the essential reference dictionary for data integration and maintenance, covers 8.2 million locations, including everything from listed companies to small and medium-sized business offices, and is constantly maintained to ensure information freshness.
The service that provides this data in the cloud for use in B2B marketing is uSonar. In addition to basic information such as revenue and industry, it records historical changes in addresses and names. By assigning the company's proprietary 11-digit ID, the LBC (Linkage Business Code), it achieves high-precision data cleansing.
Daiki Yoshikawa, Executive Officer of the Corporate Strategy Team at the company, explains the reason for entering the customer data maintenance and integration business as follows: "Since our founding, we have discussed internally where we should expand our business domain. While we considered developing our own SFA to expand our data integration and maintenance business, we decided against entering such a 'red ocean' market, given the many existing SFA providers. Instead, we chose to deepen our expertise in data maintenance and targeting. The meticulous work that others find difficult to enter is our strength, and we chose the name 'Sonar' for our service as an analogy to a submarine diving into the deep sea."
*Company names, product names, and other proper nouns mentioned are trademarks or registered trademarks of their respective companies.
