Technology firm NEC Corporation has joint forces with MR agency Macromill to develop an advanced data utilization collaboration that maximizes artificial intelligence (AI) to help companies execute highly sophisticated marketing activities.
In April 2018 these two market leaders began jointly developing advanced marketing solutions to help companies gain deeper insights into consumer behavior. This has been carried out by leveraging NEC’s wide range of cutting-edge AI technologies, ‘NEC the WISE,’ (*1) and Macromill’s panel networks of more than 90 million people in 90 countries to aid consumer understanding.
Aiming to launch services in 2019, the two companies so far have developed demonstration experiments that focus on two key points. Firstly, the expansion of consumer data using Customer Profile Estimation Technology (CPET) (*2) that compensates for data gaps using NEC’s AI techniques. Secondly, an analysis of consumer preferences utilizing NEC’s Remote Gaze Detection Technology (RGDT) (*3), which detects the points that attract a consumer’s eyes, and the duration of their gaze.
Through their partnership, NEC and Macromill will help clients improve their marketing activities. This in turn will provide a better experience for the end consumer.
“NEC has a long and proven heritage in the development of cutting-edge artificial intelligence tools. Our face recognition technology boasts the world’s highest precision scores (*7) while ‘dotData – Predictive Analytics Automation’ simplifies the entire data analysis process” said Osamu Fujikawa, Senior Vice President, NEC Corporation. “This collaboration with Macromill will give companies access to the sophisticated and detailed data and analysis they need to create winning marketing campaigns. In today’s competitive environment which means promotional activities that truly reflect consumer behavior and preferences.”
“Macromill helps to solve marketing challenges by collecting and analyzing consumer data to deliver deeper insights into consumers – in the real and increasingly digital world,” said Toru Sasaki, Executive Officer, Japan Operation, Macromill. “What’s so exciting about this collaboration is that we will be able to provide more refined insight into consumer activities enabling our clients to customize their marketing to their exact needs.”