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Landscape Database Marketing Agency. Tokyo, JAPAN. Tokyo, JAPAN. August 2 nd , 2012. At Landscape seminar room. Mr. Abe was invited by Landscape as a “Former Prime Minister” at that time. August 2 nd , 2012. At Landscape seminar room. Economic recovery in Japan. Monetary policy.

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slide1

Landscape

Database Marketing Agency

Tokyo, JAPAN

Tokyo, JAPAN

slide2

August 2nd, 2012

At Landscape seminar room

Mr. Abe was invited by Landscape as a “Former Prime Minister” at that time.

slide3

August 2nd, 2012

At Landscape seminar room

Economic recovery in Japan.

Monetary policy.

Investment policy.

Diplomatic policy.

Four months later, in December 16th, 2012, he was elected Prime Minister.

slide4

Landscape Quick Fact

  • Landscape Co., Ltd.
  • Year Founded: September 10, 1990
  • Headquarter: Tokyo Opera City Bldg. 15Fl., 3-20-2 Nishi-shinjuku.
  • Shinjuku-ku, Tokyo
  • Capital: \ 466,335,500
  • Employees: 80 Full-time, 400 SOHO, 350 Part-time
  • Landscape supports client’s database and information based
  • marketing activities as a database marketing agency.
  • Business Area:
  • Database Marketing Solution
  • Data Solution
  • Business Process Outsourcing
slide5

Our office

Tokyo Opera City Tower 15Fl.

View from our office.

(available on our website)

slide7

Company History

  • 2013 B2B targeting system uSonar released.
  • 2010Establish Marketing Group.
  • 2009 Opt-in Auto Call service release.
  • 2007 Business data access tool LBC COMPASS released.
  • 2006 CRM system DISH released.
  • Business data solution LBC released.
  • 2002 Equity Investment by ITV, The Dai-ichi Life Insurance Company,Limited
  • & Zenrin, etc. and Capital Increased to 365mil. JPY.
  • Equity Investment by Ogilvy (WPP Group) & JAFCO and Capital Increased to 225mil. JPY.
  • Data hygiene and data enhancement solution started.
  • Equity Investment by ACXIOM and Capital Increased to 170mil. JPY.
  • 1999 Equity Investment by JAIC and Capital increased to 50mil. JPY
  • 1998 Shinjuku Call Center and Osaka Call Center start operation
  • 1997 Headquarters move to Tokyo Opera City Tower in Tokyo
  • 1996 Data capture service started.
  • 1993 Branch office opened in Shinjuku-ku(Nishi-shinjuku)
  • 1990 Start business in Osaka-city with capitalization of 10mil. JPY
slide8

Our Clients

We have about 600 clients to serve last year.

EPSON SALES JAPAN CORPORATION

OMRON Corporation

Sumitomo Heavy Industries.,LTD.

Fuji Electric Holdings Co., Ltd.

MISUMI Corporation

Hino Motors, Ltd.

UCHIDA YOKO CO.,LTD.

Pitney Bowes Japan Corporation

RISO KAGAKU CORPORATION

Cybozu, Inc.

salesforce.com Co.,Ltd.

PCA CORPORATION

McAfee Co., Ltd.

KDDI CORPORATION

ZENRIN CO., LTD.

NIFTY Corporation

Daiko Clearing Services Corporation

Mitsui Real Estate Sales Co., Ltd.

Hotel Okura Co., Ltd.

CENTURY21 REAL ESTATE OF JAPAN LTD.

JF-SANTA Association

slide9

What we support

  • New customer acquisition.
  • (Getting customers)
  • 2. Customer retention.
  • (Keeping customers)
  • 3. Up-sell & Cross-sell to the existing customers.
  • (Growing customers)
slide10

How we serve

  • Proposal of target data.
  • Data profiling and data penetration analysis.
  • Provide data quality solution that enable our clients to plan and execute database marketing & CRM activities.
  • Planning & execution of lead generation and campaign program.
  • Provide CRM & Data Quality software and services.
slide11

Database for Marketing & Data Quality Purposes.

Landscape manages the largest database for marketing and data quality purposes in Japan.

The technology and knowledge handling Japanese data is provided as a data solution service.

Consumer Database 95 million

Business Database 7.5 million

slide13

Consumer Database : IDB

95 million

■Integrated Database(IDB)

Data collected are all standardized and consolidated with both

Individual and household level.

■Selection Criteria

14 categories and 57 attributes are available for data selection

and data enhancement.

■Privacy

Landscape takes proactive approach in

protecting consumer privacy.

Consumer Data Protection Department

Handling consumer inquiry.

slide14

How we organize data?

Age

Gender

Area

# of people in the household

Listed in phone book or not

Others

■ Type of dwelling(House/Mansion)

■ School graduated(high school/college)

■ Occupation(President, Doctor, Attorney)

■ Affluent attributes(Golf club member.etc)

■ Beauty care oriented

■ Mail order oriented

Targeting with multiple selection criteria enable marketers better segmentation.

IDB

95 million

Consumer

※inferred income and square measure selection are available.

slide16

The Largest Business Database

7.5 million

Business Records

in Japan

10007645542

10007645543

10007645544

10007645545

10007645546

10007645547

10007645548

10007645550

10007645551

10007645552

Our intention to enable B2B marketers to access maximum amount of potential customer records from an active business database we continually update and maintain.

slide17

Data stored in LBC

LBC has 118 data elements maximum.

LBC attributes

-Area

-Industry Classification(JIS)-# of offices-# of employee-Sales amount-URL

・・・etc.

Other attributes

-Factory-Owner company-Recruiting

-Governmental office

-not listed on phone book-EC site ・・・etc.

slide18

What LBC is used for?

Data Quality with Landscape.

1. Customer Data Integration.2. Market Penetration Analysis. By specific segment. By company group

3. Targeting for new customer acquisition.

4. Data profiling.

Data enhancement.

slide19

Functions we have

  • Planning
  • Data Segmentation/Selection
  • Creative
  • Letter-shop
  • Email/Fax Transmission

Landscape Core

End to end

Direct Marketing

Support

Master Database

  • Outbound
  • Inbound

Tele-

marketing

  • Consumer 95 million
  • (vast majority of Japan`s
  • adult population)
  • Business 9 million
  • (basically all firms in Japan)
  • List Rental
  • Data Hygiene
  • Merge/Purge
  • Customer Data Integration
  • Data Enhancement
  • Data Assessment
  • Data Analysis & Profiling
  • Database Hosting

Data Solution

slide21

Millionaires in Japan by country.

Source:Capgemni “World Wealth Report”

slide22

Millionaires in Japan by history.

Trend of the number of millionaires in Japan.

million

1.85

1.75

1.65

1.55

1.45

1.35

1.25

Yr.2006

Yr.2007

Yr.2008

Yr.2004

Yr.2005

Yr.2009

Yr.2010

Yr.2011

Source:Capgemni “World Wealth Report”

Yes, “lost 2 decades”

slide23

Millionaires in Japan by age.

Millionaires by age segment.

73.9%

60.9%

42%

86.1%

94.9%

95.8%

4.3%

97.7%

*2

*1

20s 30s 40s 50s 60s 70s 80s

Source1: Landscape “Upper Class Database

2: Ministry of Internal Affairs and Communications

slide24

Business Case:Security

Objective

New customer acquisition

Background

Optimize newly aligned sales resource.

Upper Class(CEO/ Doctor/Tax accountant/High tax payer/Condo owner

Target

Product

Monetary fund or bond

Approach

Data is distributed to sales and utilized by DM, sales call, sales visit, and inviting to the seminar.

7,000,000JPY or 70,000USD

Investment

Return

Acquiring approximately 3,600 new customers( amount of money collected is2.8 billion JPY or 28 million USD)

slide25

Business Case:Resort condominium

To sell luxury resort condominium.

Objective

Advertisement on news paper does not work .

Background

Doctor/tax accountant/

Target

Luxury resort condominium

Product

Price

40,000,000JPY or 400,000USD

Approach

60,000 direct mails.

Cost

10,000,000JPY or 1000,000USD

Return

25 inquiries by phone and 25 are coming to the model room. 6 orders.

25

slide26

Business Case:Automobile

Objective

To sell luxury car.

Background

Would like to penetrate super riches among riches.

Target

Billionaire

Price

20,000,000JPY or 200,000USD

Approach

Invitation and catalogue

Investment

1,200,000JPY or 12,000USD

Return

2,000 Invitations → 17 respondents → 2 orders taken in 6 months

slide27

A B2B Service

Demonstration

slide28

Issues in B2B marketing.

“-Customer completed, on average,

nearly 60% of a typical purchasing decision-”

“The end of Solution Sales”

Chad Adamson, Matthew Dixon, and Nicholas Toman

slide29

“Live Access” functionality released.

Four classifications for B2B qualification strategy: BANT.

Budget 2.Authority 3.Needs 4.Timing

  • Grouping
  • Parent-subsidiary
  • company relationship
  • Headquarter-branch relationship

Live Access

Detect which company

to access to your web-site

in real time.

New Feature

  • Targeting
  • By business attributes
  • By specific company

Penetration Analysis

slide30

Overview of “Live Access”

uSonar detects the companies accessing to your web site in real time. You can also see what keywords are used to access to your web-site. It enables users follow up based on the apparent interest and needs of the inquiring companies.

uSonar

(Web-site Live-Access)

Online

Search

Potential customers

Your site

Off-line

slide31

Recap of uSonar

The tool for real time marketer ”uSonar”

on cloud

“uSonar” is a cloud-based tool to provide sales personnel and marketers the capability to execute real time marketing. It provides the users power of data which has been built by integrating multiple sources of information related to the customers or prospect’s interest selected from Japan’s largest B2B database hosted by Landscape. This technology has the potential to maximize the productivity of sales and marketing efforts.

User can access to the largest B2B database in Japan.

1

Feature

User can utilize the data hygiene & consolidation functionality.

2

Feature

User can manage the information associated with the customers.

3

Feature

Cloud type tool enable user to implement easily and in shorter lead time.

4

Feature

Flexible to set data field and count table.

5

Feature

slide33

Appendix –

additional information for you about our

Product and Service offerings

slide34

Data Source of Consumer Database(IDB)

Data from multiple sources are processed with data hygiene and consolidation technology. IDB contains 95 million consumer data(40 million households).

Compiled data

(Published/Public)

Response data

Phone book

・Mail order company- Healthcare/CosmeticsCatalogue/TV ・・・etc.

・Doctor

・Alumni association

・High tax payer ・・・etc.

Response Data

Compiled Data

Approx. 700 million

records

27%

41%

32%

95 million records

Phonebook

slide36

What we support?

  • Feature
  • Specialized in B2B outbound call.
  • 250 seats available.
  • Including the seats of partner company who implement DISH.
  • 3. Call Center System “DISH”
  • What we do.
  • B2B Lead Generation Program.
  • Key person search.
  • Getting permission to visit.
slide37

Feature : Coverage

# of employees

Penetration Analysis

user

user

user

user

user

user

user

user

user

By industrial classification

slide38

Feature : Grouping

A Electrics

001

A trading

005

Osaka

Branch

003

Fukuoka

Factory

004

A Logistics

002

Development

006

A Technology

007

Kobe

Branch

009

A Electric

Cable

008

Mie

Branch

010

Aomori

Lab

011

Tokushima

Factory

012

slide39

Master Data for Data Standardization.

Major masters implemented in CircuData

Address

Master

Possibly

Mistaken Kanji

Master

Company

Name

knowledge

Master

Address

Knowledge

Master

Area Code

Master

Company

IP Address

Master

Address

Change

Master

Phone Book

Master

Business

Data

Master

Building

Master

Call-Check

Master