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Marketing Intelligence Sharing
in Japan
Nov. 14th, 2007
Fujitsu Laboratories of America, Inc
Kunio Matsui
Approach for Information Sharing Business
Example: Utilizing of CGM
Example: Rich Media Sharing
Enterprise
Online Viral
Marketing
Business
Intelligence
Service
Internal
Info sharing
Analysis
User
Value Added Service
Specialization
Solution Casting
Consumer
Example: Promotion
Consumer
Fujitsu Laboratories of America, Inc. Confidential
Producer
Enterprise
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Blog Message Analysis in Japan
Collective
Intelligenc
e
Hundred millions of
Blog messages
Blog Analysis
Brand
Reputation
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Competitive
Landscape
Market
Trend
Marketing
Effectiveness
Risk Alerts
Analyze what consumers really think through a huge amount of messages
View the competitive landscape from multiple perspectives
Grasp changes of consumer tastes in real time
Assess quickly the effectiveness of marketing campaigns and other activities
Get alerted on complaints, PR problems, events triggering negative images, etc.
Know who and what are influencing many consumers
Fujitsu Laboratories of America, Inc. Confidential
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Snapshots on BuzzPulse
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Real Clients Real Results
• Business started in March 2006
• Total Sales in trailing 12 months: $5M
Insurance
Food & Beverage
Broadcasting
Real Estate
Transportation
Automotive
Fujitsu Laboratories of America, Inc. Confidential
Event & leisure
Apparel
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Business Issues
• Long sale cycle to large companies
– It takes time for large companies to adopt new
marketing methods
• Customization
– New dictionary is needed for each new market
– Needs domain expertise in the new markets
• Scalability
– Current business model depends on the quality and
quantity of consultants
– It is difficult to scale up quickly
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Next step
• Online services for marketers
【Amount of WOM】
【Daily, Weekly, Monthly positive posts】
【Significant
Positive words】
Fujitsu Laboratories of America, Inc. Confidential
【Daily, Weekly, Monthly posts】
【Daily, Weekly, Monthly negative posts】
【Significant
negative words】
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