I'm Tsujimoto of Kao Co., Ltd.
Kao "Helsia" offers a service called "monitoring health".This service provides support to support the healthy daily life of consumers, using data collected with the permission of consumers.
It has been a long time since it has been said that it is a big data utilization era, but now it has become common for business companies to formulate business strategies and products and services using digital data.With the strengthening of the regulations of cookies and privacy, the importance of collecting and utilizing ID data (attribute data and behavioral data linked to customer IDs) in the correct form has increased even more.
The permission of the consumer is essential for collecting ID data.In addition to collecting, you have to provide new value to consumers.By realizing and convincing consumers, companies can get new and accurate ID data.
This time, what kind of preparation work was performed to collect ID data and use the collected ID data effectively, based on the green tea -based specially insurance drink I was in charge of last year.I will talk about the procedure and what I need to be careful about.
Two reasons why companies collect ID data
I believe that the purpose of a company to collect ID data will be consolidated in the following two.
The second point is particularly important.By analyzing the characteristics of the user based on the collected ID data, and approaching similar users, you may be able to acquire new customers.
In order to make the customer base a more stone, collecting ID data is beneficial and important for companies.
But don't just think about your merits.It is very important to consider what value you can provide to consumers from the collected ID data.If you can't do that, consumers just think that the company was sucked out of data.Such unpleasant feelings will impair the trust in the company.
Helcia "Monitoring Health"
How to provide the value that consumers are convinced?"Helcia" has developed a service called "Monitoring Health" and has started operation in March 2020.
"Monitoring Health" is a free web service that allows you to estimate the visceral fat level just by taking two full -body photos while wearing clothes with a smartphone.People who have registered a friend's official account and entered the basic information (gender, date of birth, height, weight) can be used.
You can see the visceral fat level from just two photos -this surprising mechanism is "algorithms that estimate the visceral fat level from five indicators (gender, age, height, weight, and abdominal circumference)" and "AI body measuring".Technology BodyGram is used.
The update after the start of the provision has now measured and recorded the number of steps and blood pressure, and the health status can be grasped along with the visceral fat level.
"Monitoring Health" provides the benefits of supporting the healthy daily life of consumers instead of receiving the permission of consumers.From a marketing perspective, by habitual about "measurement of visceral fat", "exercise", and "drinking in health", it promotes the promotion effect of promoting repeat purchases of "Helcia" while fostering the health awareness of consumers.I am aiming for.
Preparation for collecting and utilizing ID data
In order to collect and utilize ID data in "Monitoring Health", we first created a preparation flow for the use of ID data.
When it comes to data collection, many people say, "I don't know what is needed, but let's collect various kinds of data for the time being" and "collect data right now" It is a waste.
What data is needed for what?Do not clarify your purpose and neglect plans and preparations for that.That's why these five steps are needed.
I will explain each procedure in detail.
The system configuration diagram (simplified version) of "monitoring health" is as follows.First, I looked at this system configuration diagram to see if it could be integrated with one ID data.
Don't think, "I don't know the system configuration diagram, so leave it outside the company."It is not necessary for marketers to have a deep knowledge of IT systems, but you should understand the system configuration you use and realize whether you can provide services and data analysis that match your business strategy.am.
For this reason, it is recommended for project members to add people who are familiar with IT systems, such as the information system department.If you do not have such human resources in the project member, be sure to find the best person in the company and ask.
Next, we will organize the user flows that will be purchased through the use of "monitoring health".In the case of Helcia, the flows of "cognition", "LINE registration", "user registration", "service use", and "experience" are the core.Here, we will omit the detailed measures to get each phase to proceed to understand the great flow.
In parallel with user flows, we define the data so that you can check "bottlenecks in the flow", "monitoring health usage status", and "service users and buyers".
In the case of "monitoring health", we asked the development company to extract data corresponding to the number and depth of user in each phase of the user flow.By linking these data to the ID data, you can understand the characteristics of the buyer.These requests can be done because they first clarify the purpose of data collection.
Next, a segment table as shown in the figure is created by combining the number of people and depth data so that the service usage trends can be seen in detail.
By placing the login status on the horizontal axis and the number of visceral fat meter measurements on the vertical axis, we designed to explore the characteristics of each segment while looking at the usage of "monitoring health".
A questionnaire common to all segments and analysis by segment will not only show the differences in each segment, but also clarify the strategies and tactics to be taken in the future.
For example, if the number of healthy purchasers of segment D is very large compared to other segments, we will conduct a survey and analysis based on the following two hypotheses and consider future measures.
There is one point to note.Let's match not only the data definition but also the timing of submission of data.
Some data can be obtained immediately, while others take time to process.If all the stakeholders can submit which data can be submitted, and decide the data to be reported weekly or monthly, there will be no trouble later.
Collect ID data while turning measures, and repeat the following three.
During the implementation of "monitoring health" measures, there were times when registration did not progress more than originally planned.
The cause was a hypothesis, "I don't know how to register."As a result, on the day of the distribution, 10 times registration was gathered.In this way, it is important to always make a hypothesis and keep the PDCA cycle.
In addition, we have implemented a project that allows you to collect more data by using "monitoring health" continuously.
We collaborated with Kamen Rider who is popular with men in their 40s and 50s who are a core target of Helcia, and we have prepared a mechanism that can be enjoyed by interlacing the campaigns for original videos and original goods.
Utilization of ID that leads to reconsideration of strategy
As we developed the measures while utilizing the ID, we found that there was.
Initially, the hypothesis was that the use of monitoring health leads to the purchase of health, but the causal relationship was actually reversed.It turned out that "the purchase of Helcia leads to the use of monitoring health."
If the user flows are different, the approach to be taken will change.It is a reflection that "monitoring health" did not lead to a trial.
On the other hand, it was found that it could improve the royalty of existing customers.In addition, I think that the fact that the brand strategy could be reconsidered by acquiring ID data that clarified the purpose was a major result.
The attitude to utilize ID data varies from company to company.There are various companies that are starting to start, companies that are already starting, and companies that are considering whether they are likely to be utilized.
What has been working on using ID data in Kao is that "Let's try it for the time being" is not a strategy.The following three are important.
I think it is most important to create a mechanism that allows consumers to provide data.I would be glad if this article would be helpful for those who work on similar issues.
関係者からの一言（株式会社電通デジタル）The following two things are particularly aware of the measures that use the "monitoring health".
① Invisement that users want to continue using while having fun
As an example, measures that utilize the creative of Kamen Rider are designed to collect videos and digital cards according to the number of monitoring health, so that the core target continues, so that you want to visit monitoring health.At the same time, we aimed for spreading in the SNS campaign, so we approached users who have not registered as well.
② Visualization of the movement of monitoring health users
User flows and service usage status are visualized in the number of data, and in fact, what kind of information can be delivered to users who use monitoring health to continue using it.The hypothesis is reflected in the plan.
After execution from the hypothesis planning, it is fixedly observed how the number of data has changed.It was a project that once again realized the importance of understanding the value with all the people involved and examining the next hand with a common perception.
関係者からの一言（株式会社CDG）In the development of this measures, advanced technology, such as BODYGRAM and step -numbered functions, was incorporated as the core of the service, and spent a lot of time adjusting the collection data items.
After the release of monitoring health, data was collected.As a result, the effectiveness of the royal layer was very high due to the product characteristics, but I felt that the efforts for the new layers and the withdrawal layer had a problem in the real effect, so for light users.In order to develop service value such as "easy", "fun" and "useful", we designed more time than the initial collection data item setting.In the future, we will continue to work with Kao to improve the service value based on the user use survey and user questionnaire results.