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プレスリリース
2022.07.26

『Urumo』とFacebook、Instagram各メディアがデータ連携、分析ソリューション提供開始

このたび、「Urumo Ads」を活用しFacebook・Instagramで行ったデジタル広告に対し、各メディアで広告接触したユーザーの認知効果から購買効果までを一気通貫で分析可能とする機能を提供開始しました。

「Urumo」とFacebook、Instagram各メディアがデータ連携したことで、Metaが提供するソリューションである「ブランド+オフラインコンバージョンリフト」にて、広告接触者のブランドリフト値の計測・分析に加え、実店舗での購買動向や売上実績までを一気通貫で計測・分析することが新たに可能となりました。

また、ブランドリフト値に加え、オフラインコンバージョンリフト値の計測・分析が可能になったことで、実施したキャンペーンの認知効果と購買効果が相関で把握可能になりました。これにより、継続的にキャンペーンを行い効果計測・分析をすることで、購買可能性が高まる潜在顧客層の想定も可能となります。
その結果、顧客の商品認知度、商品理解度ごとで実施すべきキャンペーンを実行でき、中長期的には購買行動に繋がる施策を解明することも可能となります。

 今後、日用消費財メーカーを中心としたメーカー各社での活用を増やし、オンライン広告の施策が購買に寄与するモデルの確立を目指します。

プレスリリースはこちら
https://prtimes.jp/main/html/rd/p/000000034.000056777.html

Fez, Inc., a provider of the “Urumo” retail platform,
launches a function that enables comprehensive analysis of the effects of digital advertising on Facebook and Instagram,
from recognition to purchase effects

Chiyoda-ku, Tokyo; CEO: Junpei Itami – 27 JULY 2022 – Fez, Inc. (“Fez”), a company that promotes DX in the retail industry, has started offering a function that allows analysis of all aspects of digital advertising, from recognition effects to purchasing effects, regarding users who are exposed to ads on Facebook and Instagram by using “Urumo Ads”.

These analyses are achieved by leveraging Fez’s retail platform, “Urumo,” and Brand + Offline Conversion Lift, a solution platform provided by Meta.

Urumo, provided by Fez, is a retail platform that manages and analyzes ID-POS and other purchasing data and in-store data. Since Fez works with multiple retailers, it utilizes ID-POS data worth approximately 100 million IDs for marketing support.(※1)
※1・・・ID-POS data and other purchasing data linked by Fez can be used when permission is obtained from each retailer. Data is as of March 2022.

The “lift test,” which measures the net result of the measures offered by Meta, visualizes the contribution to attitude change and in-store purchases when purchasing data.
“Lift test” is a method that uses the design of experiments to examine differences in outcomes obtained from users who are in exactly the same environment except for ad contact and non-contact.

“Urumo” is now linked to Facebook and Instagram media data; and by utilizing Brand + Offline Conversion Lift, it is now possible to measure and analyze not only the brand lift values of ad contacts, but also purchasing trends and sales results in actual stores.

These analyses will be conducted using “Urumo Ads,” an advertising solution provided by Fez for manufacturers of daily consumer goods (a solution that utilizes purchasing data and location data to optimize targeting design, ad delivery, and effectiveness verification of whether the ad measures led to store visits and purchases in actual stores).

This solution has already been implemented by KOSÉ Corporation’s skincare brand “Sekkisei” to enhance marketing campaign analysis.

“We have long emphasized the importance of asking surveys and validation using actual data, but we decided to conduct the survey this time because it will provide more precise validation results.” – Comment from Nakamura Go, Advertising Planning and PR department, KOSÉ Corporation.

In addition to brand lift values, offline conversion lift values can now be measured and analyzed, making it possible to correlate the recognition and purchase effects of campaigns. This makes it possible to estimate potential customer segments that are more likely to purchase by continuously conducting campaigns and measuring and analyzing their effectiveness.
As a result, it is possible to execute campaigns that shall be implemented according to each customer’s level of product recognition and understanding, and to elucidate measures that will lead to purchasing behavior in the mid- to long-term.

■Future Initiatives
Going forward, Fez aims to establish a model in which online advertising measures contribute to purchases by increasing their use by manufacturers; particularly manufacturers of daily consumer goods.

■About Fez, Inc.
・Company name:Fez, Inc.
・CEO:Junpei Itami
・Established:December 3, 2015
・Employees:142(As of March 1, 2022)
・Business content:Retail tech, business related to digital transformation of the retail industry, etc.
・Headquarters:3F Grand First Kanda-Konyacho, 15 Kanda-Konyacho, Chiyoda-ku, Tokyo
・Capital stock:109.5 million JPY
・URL:https://fez-inc.jp/

Fez is a retail tech company with the vision of “creating a new paradigm for the retail industry through the science of information, products, and the sales floor. 
Fez has partnerships with multiple retailers, and as of March 2022, the company has linked with ID-POS for approximately 100 million IDs (ID-POS can be used when permission is obtained from each retailer.)As a result, Fez has developed “Urumo Ads,” which distributes advertisements and verifies store visits and purchases in response, and “Urumo Shopper,” a dashboard tool for optimizing purchasing and sales promotion based on sales data, thereby providing marketing support to retail businesses and manufacturers as a partner for change in the retail industry.
※The above figures are as of March 2022.

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