Session summary

The challenge for corporate managements in Japan where they face unprecedented population onus is shifting from acquiring new customers to improving LTV of existing customers. Now, more than ever, the management executives are craving for alternative marketing technology which enables them not only to enhance cusotomer engagement but also to reproduce and expand it.In this session, we will introduce “Consumer Community,” a new field of social media. Consumer Community is a solution to encourage customers to become fans and to unravel its mechanism by using data science combined with our multiple patented technologies. We will also present a pioneering case study of Morinaga Milk Industry Co., Ltd. They think “one-to-one conversations” with every customer is effective for present marketing, and have been working on Consumer Community to realize the theory.