October 28th, 2021 

The data marketing education program that we have been working on forseven months with three companies ― FUJI, SEKI, TRUE DATA― has finally reached the final round.

On Tuesday, October 26th, our school wasvisited by four representatives of FUJI Co. Ltd., including Director ONISHIFumikazu; three representatives of SEKI Co. Ltd., including C.E.O. SEKIHirotaka; and one representative of TRUE DATA Co. Ltd., Deputy Director ofAnalytical Solutions KARASUDANI Masahiro.

   On this day, the final announcement wasgiven.  From the purchase data, we firstdefined four target groups: group 1 as “elderly housewives who buy in bulk”,group 2 as “typical housewives of average age who shop in the morning”, group 3as “customers who like new products”, and group 4 as “those with long workinghours”.

   By reading trends from this data, wesubsequently derived four product groups: group1 as “cultured red sea breamcaught fresh in the morning”, group 2 as “fresh and seasonal vegetables”, group3 as “new snack products”, and group 4 as “karaage(Japanese fried chicken),shochu (Japanese spirit) cocktails, raw vegetable salad, and delicatessen.”

   By taking these factors into consideration,we implemented measures at FUJI’s “Fujiwara” store aimed to increase theirsales.  We compared the purchase data atthe store from before and after the introduction of these measures using an“analysis tree.”

   In response to each presentation, questionswere asked by YANO Kyoko, MIYAWAKI Masami and IWAMOTO Ryo from the SalesPlanning and Marketing department of FUJI Co. Ltd.; and by KARASUDANI Masahiro,Deputy Director of Analytical Solutions of TRUE DATA Co. Ltd.

   After the presentations of all the groupswere finished, we received comments from Director ONISHI Fumikazu of FUJI Co.Ltd., from President SEKI Hirotaka of Seki Co. Ltd., and from C.E.O. YONEKURAMasayuki of TRUE DATA Co. Ltd. Selected quotes include: “This effort does notseek a single correct answer,” “The important thing is how to make use of what younoticed in the process,” “It is important to talk not based on intuitions, buton evidence and data,” “It is crucial to reflect on what to do next,” “Theknow-how of what was and was not effective accumulates as data,” “On thisprogram, I think came in contact with the way of thinking of working people,and learned from it,” and “We create the future with data and wisdom.”

   This time the students gave a wonderfulpresentation as a culmination of the program, which started in March.  We would like to thank FUJI Co. Ltd., SEKICo. Ltd. and TRUE DATA Co. Ltd. for providing us with such a valuableopportunity.  I think that the studentswill make good use of this experience to further deepen their learning atuniversity, and revitalize Ehime prefecture in various ways by playing activeroles as human resources. 

   Author’s opinion: “Although I have some regrets, I am happy to have been able to make thefinal presentation successful in this way. Furthermore, we are grateful for the opportunity when we can learn “datamarketing.”  I am sure that thisexperience will be a great help when I work on the data marketing project.”― 208 KOIKE Shogo