Company News
The article covers the background of why Landscape focused on the corporate data business, as well as web digital marketing that supports B2C through the utilization of 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 |
| Pages | Pages 110–111 |
| Heading | Transforming the Advertising Business!? The Challenge of a Venture Company Supporting B2C Marketing with Corporate Data as a Weapon |
■ Focusing on Customer Data Maintenance and Integration: A Strength in a Field Where Competitors Struggle to Enter
B2B marketing that supports sales activities by utilizing SFA (Sales Force Automation) and marketing automation is gaining significant attention. However, simply introducing such tools does not immediately lead to results. In particular, Japanese company names often include trade names and abbreviations, and their notation is complex—using hiragana, katakana, kanji, or Roman characters—which often leads to the same company being recognized as different organizations within data systems.
Furthermore, address formats often contain a mix of kanji and alphanumeric characters, misspellings, or omissions. Therefore, to effectively utilize these tools, it is essential to first perform data cleansing on accumulated customer data.
Landscape is a company that specializes in such data integration and maintenance. Founded in 1990, the company started with a database marketing business supporting direct mail and telemarketing. Later, following a business partnership with the U.S. data management firm Acxiom in 2000, it strengthened its corporate data collection and launched its data integration and maintenance business. The corporate master data, which serves as the reference dictionary necessary for data integration and maintenance, covers 8.2 million locations, including both listed companies and small-to-medium-sized business offices, and maintains information freshness through constant updates.
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 past changes in addresses and names. Furthermore, by assigning the company's original 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 starting the business related to customer data maintenance and integration 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 a 'red ocean' market already crowded with existing SFA companies. Instead, we are deepening our expertise in data maintenance and targeting. The meticulous work that is difficult for other companies to enter is our strength, and we used the word 'Sonar' in our service name because we liken it to a submarine diving into the deep sea."
* Company names and product names mentioned are trademarks or registered trademarks of their respective companies.
