Support for the Utilization of First-party Data

Data continues to play an increasingly critical role in business. However, many companies face challenges such as vast data volumes and complexity, as well as how to effectively leverage the data they hold. CyberAgent’s Data division supports business growth by combining deep digital marketing expertise with cutting-edge technology, enabling companies to leverage their data effectively.

In particular, we support developing user-centric, high-precision data utilization platforms that focus on the use of first-party data, which has gained significant attention in recent years. First-party data is a valuable asset that underpins marketing strategies and business decision-making. However, its use requires strategic planning and advanced technical capabilities.

We assist companies in fully leveraging their first-party data through efficient integration, analysis, and application. By utilizing data for both “defensive” and “offensive” purposes, we help maximize customer value and enable sustainable business growth.

Why is first-party data important?

Leveraging first-party data has become essential for advancing data-driven business strategies. Its importance is growing, particularly from the following two perspectives:

1. Protective Data Use

Due to legal and technological shifts, cookie-based targeted advertising is getting restricted. In this environment, the cautious use of first-party data, with user consent, is becoming essential to success.

2. Active Data Use

By deeply analyzing first-party data and applying it to digital marketing and CRM strategies, companies can strengthen customer relationships and accelerate growth. This includes maximizing customer lifetime value (LTV*) through optimized advertising and implementing a personalized CRM for individual users.

• *LTV: The total profit a customer brings to a company over the course of their relationship.

Beyond marketing, data can enhance decision-making in a wide range of business activities, including product development, after-sales support, and inventory management. Balancing both defensive and offensive data use will be a major differentiator in future business competitiveness.

Data division provides AI-driven solutions to optimize staffing, products, and capital, maximizing customer LTV while engaging both new and existing customers through full utilization of first-party data.

This solution consists of four core components that seamlessly support the entire process from data collection to execution:

These components unify the entire data utilization workflow, enabling companies to execute customer-centric data-driven marketing effectively and efficiently.

Our main architecture leverages Google Cloud and Google Marketing Platform (including Google Analytics and Google Tag Manager).

By utilizing Google Cloud’s modern data management and advanced machine learning capabilities, we can design and execute highly effective marketing strategies. Additionally, GA4’s robust data measurement environment enables comprehensive collection and analysis of user behavior data.

• *Consultation is also available for partial architecture changes and other modifications as needed.

CyberAgent’s Data division aims to “modernize organizations and user experiences through data.” We continue to drive innovation by pursuing customer-centric business and the expanding potential of data utilization. Have any questions? We’d love to hear from you.