DNP Adds New Function to Service Visualizing Area Features with Open Data
Performs area market research and displays distribution of consumers with high purchasing motivation
Dai Nippon Printing Co., Ltd. (DNP) is pleased to announce the additions of new functions to the Company's existing service that uses open data from sources such as the Family Income and Expenditure survey from the Ministry of Internal Affairs and Communications, and the census survey to visualize area characteristics. The new functions will be launched on September 30, offering an Area Market Research Report that is useful in planning outlets, and an Original Product Indicator Report that displays on the surface of a map, the distribution of consumers with high purchasing motivation for surveyed products. A software package bundle for the service will also be available from September 30.
In addition to color-coded displays on maps of the distribution of 60 cluster attribute categories, including age, gender, residence status and family composition, the service also facilitates the extraction from each cluster on a zip code basis. The service allows for the extraction of area based characteristics by combining a household consumption database (DB), uniquely created by DNP based on purchasing data for approximately 600 product and service items, with cluster analysis. As a result, it becomes possible to select distribution areas for newspaper-based flyers and DM in a more effective manner than at present. And by receiving zip code data for customers who responded in the form of store visits, purchases or service usage, it is also possible to survey and analyze which cluster the customer belongs to, and in which area that cluster is located.
Market Area Setting Report
This report displays resident attributes, or cluster analysis status, for an area 5 km in radius, and can be freely set for areas with a radius of just 50m. The report also collates data from target areas on a cluster basis, and displays numeric values for items such as household numbers, population by age, and family composition.
This report selects the area, or marketing area, and target, based on age or income etc., and visualizes areas containing potential targets.
Market Area Survey Report
For a survey target market area, this report surveys age-based population distribution, the positional status of competitor outlets and response results, and presents analysis results that reflect the status of that specific marketing area. This data can be used in market area surveys of existing stores and in planning store roll-outs.
Original Product Indicator Reports
This report surveys and sets clusters with high purchasing motivation for products that are the targets of promotional appeal, and displays the cluster distribution status.
- Internet based surveys are conducted, and takes reply contents and with zip codes for people who replied that they had already purchased and are using the said-products or similar products, or are considering doing so, and plots them on a map. This report also clarifies which cluster the plotted areas correspond to, and following matching with the reply contents, extracts the cluster with the highest affinity to the products being promoted.
* Survey contents will be decided based on separate consultations with each company.
- Responsive customer zip code data is received from companies, and plotted on a map. The report also clarifies which cluster the plotted areas correspond to, and by combining this with related items, such as household consumption data (estimates of annual consumption values per household), extracts the cluster with the highest affinity to the products under appeal.
The DNP service uses a Geographical Information System (GIS) for area marketing developed by Giken Shoji International Co., Ltd. Companies adopting the GIS can make use of the DNP service functions to freely analyze area-specific consumption behavior and market areas.
Reports: From 200,000 yen per area (Prices may change depending on the contents of the report)
Sales price: 5,000,000 yen, Initial installation fees: 100,000 yen, Annual maintenance fees: 450,000 yen
DNP will offer the newly developed services to companies actively engaged in area promotion along with the software package, and along with related productions aims for sales of 2.0 billion yen per year.