Landscape
Database Marketing Agency
Tokyo,
JAPAN
Tokyo, JAPAN
1
August 2nd, 2012
At Landscape seminar room
Mr. Abe was invited by Landscape as a “Former Prime Minister” at that time.
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2
August 2nd, 2012
At Landscape seminar room
Economic recovery in Japan.
1. Monetary policy.
2. Investment policy.
3. Diplomatic policy.
Four months later, in December 16th, 2012, he was elected Prime Minister.
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3
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:
(1) Database Marketing Solution
(2) Data Solution
(3) Business Process Outsourcing
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4
Our office
Tokyo Opera City Tower 15Fl.
View from our office.
(available on our website)
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More our office
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Company History
2013
2010
2009
2007
2006
2003
2002
2001
2000
1999
1998
1997
1996
1993
1990
B2B targeting system uSonar released.
Establish Marketing Group.
Opt-in Auto Call service release.
Business data access tool LBC COMPASS released.
CRM system DISH released.
Business data solution LBC released.
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.
Equity Investment by JAIC and Capital increased to 50mil. JPY
Shinjuku Call Center and Osaka Call Center start operation
Headquarters move to Tokyo Opera City Tower in Tokyo
Data capture service started.
Branch office opened in Shinjuku-ku(Nishi-shinjuku)
Start business in Osaka-city with capitalization of 10mil. JPY
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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.
salesforce.com Co.,Ltd.
MISUMI Corporation
PCA CORPORATION
Hino Motors, Ltd.
McAfee Co., Ltd.
UCHIDA YOKO CO.,LTD.
KDDI CORPORATION
Pitney Bowes Japan Corporation
ZENRIN CO., LTD.
RISO KAGAKU CORPORATION
NIFTY Corporation
Cybozu, Inc.
Daiko Clearing Services Corporation
Mitsui Real Estate Sales Co., Ltd.
Hotel Okura Co., Ltd.
CENTURY21 REAL ESTATE OF JAPAN LTD.
JF-SANTA Association
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What we support
1. New customer acquisition.
(Getting customers)
2. Customer retention.
(Keeping customers)
3. Up-sell & Cross-sell to the existing customers.
(Growing customers)
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How we serve
1. Proposal of target data.
2. Data profiling and data penetration analysis.
3. Provide data quality solution that enable our clients
to plan and execute database marketing & CRM
activities.
3. Planning & execution of lead generation and
campaign program.
4. Provide CRM & Data Quality software and services.
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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
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7.5 million
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Consumer Database
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12
95 million
Consumer Database : IDB
■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.
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How we organize data?
Targeting with multiple selection criteria enable marketers better segmentation.
Age
IDB
95 million
Consumer
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
※inferred income and square measure selection
are available.
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Business Database
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The Largest Business Database
7.5 million
Business Records 10007645547
10007645548
in Japan
10007645550
10007645542
10007645543
10007645544
10007645545
10007645546
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.
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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.
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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.
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Functions we have
End to end
Direct Marketing
Support
Telemarketing
Data Solution
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• Planning
• Data Segmentation/Selection
• Creative
• Letter-shop
• Email/Fax Transmission
•Outbound
•Inbound
• List Rental
• Data Hygiene
• Merge/Purge
• Customer Data Integration
• Data Enhancement
• Data Assessment
• Data Analysis & Profiling
• Database Hosting
Landscape Core
Master
Database
• Consumer 95 million
(vast majority of Japan`s
adult population)
• Business 9 million
(basically all firms in Japan)
19
B2C Case Studies
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Millionaires in Japan by country.
Source: Capgemni “World Wealth Report”
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21
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.2004
Yr.2005
Yr.2006
Yr.2007
Yr.2008
Yr.2009
Yr.2010
Yr.2011
Source: Capgemni “World Wealth Report”
Yes, “lost 2 decades”
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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
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Business Case：Security
Objective
Background
Target
Product
Approach
Investment
Return
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New customer acquisition
Optimize newly aligned sales resource.
Upper Class（CEO/ Doctor/Tax
accountant/High tax payer/Condo owner
Monetary fund or bond
Data is distributed to sales and utilized by DM, sales call, sales visit,
and inviting to the seminar.
7,000,000JPY or 70,000USD
Acquiring approximately 3,600 new customers ( amount of money
collected is2.8 billion JPY or 28 million USD）
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Business Case：Resort condominium
Objective
Background
To sell luxury resort
condominium.
Advertisement on news paper
does not work .
Target
Doctor/tax accountant/
Product
Luxury resort condominium
Price
40,000,000JPY or 400,000USD
Approach
60,000 direct mails.
Cost
10,000,000JPY or 1000,000USD
Return
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25 inquiries by phone and 25 are coming to the model room. 6
orders.
25
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
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A B2B Service
Demonstration
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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
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“Live Access” functionality released.
Four classifications for B2B qualification strategy: BANT.
1. Budget 2.Authority 3.Needs 4.Timing
Targeting
•By business attributes
•By specific company
Penetration
Analysis
New Feature
Grouping
•Parent-subsidiary
company relationship
•Headquarter-branch
relationship
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Live Access
Detect which company
to access to your web-site
in real time.
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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
Your site
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Potential customers
Off-line
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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.
Feature 1 User can access to the largest B2B database in Japan.
Feature 2 User can utilize the data hygiene & consolidation functionality.
Feature 3 User can manage the information associated with the customers.
Feature 4 Cloud type tool enable user to implement easily and in shorter lead time.
Feature 5 Flexible to set data field and count table.
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Thank you!
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Appendix –
additional information for you about our
Product and Service offerings
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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）
Phone book
・Mail order company
- Healthcare/Cosmetics
Catalogue/TV ･･･etc.
・Doctor
・Alumni association
・High tax payer ・・・etc.
Response Data
Response data
Compiled Data
27%
41%
Approx. 700 million
records
32%
Phonebook
95 million records
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Landscape Call Center
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What we support?
Feature
1. Specialized in B2B outbound call.
2. 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.
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Feature : Coverage
# of
employees
Penetration Analysis
01.1－4名
Industrial Classification
(Large Category)
user
Symantec
02.5－9名
LBC
user
Symantec
03.10－19名
LBC
user
Symantec
04.20－29名
user
Symantec
LBC
LBC
05.30－49名
user
Symantec
LBC
06.50－99名
user
Symantec
LBC
07.100－299名
user
Symantec
LBC
08.300－1000名
user
Symantec
LBC
合計
Symantec
user
LBC
S 公務（他に分類される ものを 除く）
3
28
2
31
3
33
2
16
2
12
5
23
2
15
0
4
19
162
F 電気・ガス・熱供給・水道業
1
77
3
66
11
92
3
38
10
47
11
52
7
33
1
6
47
411
G 情報通信業
50
3,280
119
2,664
194
2,561
183
1,360
265
1,390
278
1,101
192
649
38
106
1,319
13,111
J 金融業_保険業
17
2,029
17
860
37
542
34
286
47
259
51
277
74
374
52
172
329
4,799
Q 複合サービ ス事業
12
2,425
38
1,061
66
1,020
26
378
30
345
28
268
29
312
32
226
261
6,035
P 医療_福祉
21
1,739
31
1,171
34
944
20
675
39
827
65
1,178
79
868
20
171
309
7,573
L 学術研究_専門・技術サービ ス業
87
12,870
111
7,319
177
4,921
110
1,802
144
1,483
146
951
88
496
21
99
884
29,941
2
426
2
269
4
191
2
97
4
106
8
77
6
49
8
26
36
1,241
125
37,658
188
34,696
374
32,068
409
14,681
610
13,108
868
9,872
839
6,137
213
1,277
9
2,542
30
4,123
54
6,473
54
4,150
103
4,509
137
3,595
190
2,378
67
451
644
28,221
R サービ ス業（他に分類されないもの）
36
12,102
62
9,167
95
5,859
60
2,314
83
2,136
119
1,721
124
1,237
74
417
653
34,953
N 生活関連サービ ス業_娯楽業
15
5,008
20
3,450
33
3,093
27
1,512
48
1,535
60
1,266
57
659
19
114
279
16,637
389 111,842
440
59,086
692
33,064
499
11,167
611
8,756
631
6,156
492
3,566
104
792
273
33,643
113
8,087
88
3,412
56
1,210
70
1,020
89
760
59
430
25
118
773
48,680
C 鉱業_採石業_砂利採取業
0
295
0
361
1
340
3
116
4
74
6
45
2
15
0
2
16
1,248
M 宿泊業_飲食サービ ス業
16
4,785
14
3,352
12
2,828
8
1,319
30
1,317
44
949
37
552
20
120
181
15,222
4
2,284
6
1,539
7
769
3
209
5
162
8
86
1
33
3
12
37
5,094
200 126,398
219
74,359
297
37,490
210
9,328
230
5,319
230
2,507
135
989
34
193
O 教育_学習支援業
E 製造業
H 運輸業_郵便業
I 卸売業_小売業
By industrial
K 不動産業_物品賃貸業
classification
A 農業_林業
D 建設業
3,626 149,497
3,858 234,429
1,555 256,583
B 漁業
2
270
1
222
1
183
0
90
0
73
0
40
0
17
0
1
4
896
T 分類不能の産業
0
33
1
36
5
43
1
24
1
19
0
29
3
30
8
20
19
234
60
13,483
46
5,125
63
2,841
43
1,028
40
872
55
631
32
402
14
98
353
24,480
2,248 138,767
1,753
51,800
2,376
43,369
2,839
31,584
2,448
19,241
753
4,425
不明
総計
1,322 373,217
LOW
ML
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1,463 217,044
浸透率指数10未満
浸透率指数10以上150未満
M
浸透率指数150以上700未満
H
浸透率指数2400以上5400未満
MH
浸透率指数700以上2400未満
UH
浸透率指数5400以上
15,202 879,447
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Feature : Grouping
A Electrics
001
Osaka
Branch
003
Ａ Logistics
002
Ａ
Development
006
Ａ Technology
007
Mie
Branch
010
Aomori
Lab
011
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Fukuoka
Factory
004
Ａ trading
005
Ａ Electric
Cable
008
Kobe
Branch
009
Tokushima
Factory
012
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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
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39