Online Marketing Database (SPIRIT)

Research Data Management
In the current business environment, various types of research, such as brand-tracking, consumer and sales data, have been conducted in order to derive marketing strategies. For successful businesses, it is essential to utilize the research data and objectively derive efficient marketing strategies. However, after spending large amounts on research, many companies are unable to utilize their past or present data as it tends to be scattered throughout various departments. We would like to present our online marketing database, "SPIRIT", which can be used for data acquisition, management, and calculation.

Using Data Effectively
Even though the sales data is the same, area strategy requires data sorted by area, and purchase phase strategy requires data sorted by age and gender. In order to utilize sales data effectively, both research results and company strategy must be well understood, and the bridging of sales data and marketing strategy, that is data organized in accordance with the user's purposes, must be done.

However in reality, the above is often done improperly some possible causes as follows:

[On the client's side]
- The organization and comprehension of data is time-consuming
- There is a lack of knowledge in how to process and analyze the data, partly due to the large volume

[On the research company's side]
- There is a lack of information regarding the client's marketing strategy; therefore they are unable to create highly specialized reports. (Usually, these companies don't include marketing strategy service.)

The Role of SPIRIT ? A Case Study -
At SPI, we bridge sales data and marketing strategy via "SPIRIT". We would like to show you an actual case we developed.

Let's take one client who deals with FMCG products, and who conducts consumer research such as brand awareness on a regular basis. This client has been requesting the efficient utilization of data for media planning and strategy analyses. In accordance we have constructed SPIRIT for the dominant index, such as brand tracking, advertisement expenditures by following steps; (see Fig. 1)

1. Comprehension of strategy and research contents
   We have knowledge of this client from the past analyses services. After carefully studying the acquired data, we gathered the useful data and recommended how to customize it for calculation.
   
2. Establishment of the SPIRIT Menu
   Based on research content and purpose, the SPIRIT of this client included: 1) data by target in time sequence 2) the GRP and TARP summary. Also, to apply the data for various purposes, we enabled it to be acquired by area, station, and period. We have included competitor data in the database. The name of the database is uniformly called "SPIRIT", but its content may differ according to the client.
   
3. After Establishment
   Our service includes updating and maintenance of the database. The client no longer need search around the company for data, now being able to access the information online 24/7. Also, for this client, we offer planning and analyses operations (see MSA for details on the analyses). SPIRIT enables us to quickly acquire the necessary data and present this client with the results.

Improving Operation Efficiency by Making it Online

Using the online database function, we have improved the efficiency of operation regarding TVCF broadcasting material specifications. (see Fig. 2)

Generally, files must be exchanged between three companies, the client, the buying agency, and the creative agency when changing the specification of broadcasting materials. Files tend to be confusing and disorganized between the three.

However, using this system, specification is done only by clicking onto the spot and selecting the materials which are to be broadcasted. The latest information of material specification can be shared at all times, which can reduce specifying, data exchange, and possible mistakes that may occur in communication.

Other than the case mentioned above, we offer "SPIRIT" services to many other clients. Please contact us to improve data usage efficiency.

Please contact us with questions or for more detailed information.
spiindex@spi-consultants.net