Executive Summary
Credit Saison, Co., Ltd., knew unifying its customer data and driving toward digital transformation would give the Japanese credit card company a competitive advantage. In 2016, it began using its own data management platform, called SAISON DMP.
Even though it had developed valuable in-house data expertise, Credit Saison eventually decided to use the Treasure Data Customer Data Platform (CDP) as the basis for current and future fintech development and financial offerings. Find out why in this CDP customer spotlight.
The ability to implement, analyze, and confirm all marketing programs against the card member ID we use in everyday operations is a great advantage.
Manabu Yoshida
Head of Digital Marketing, Digital Division
Credit Saison
Credit Saison recognized the importance of data-driven marketing and knew a DMP, without personally identifiable information (PII), would not accurately unify data from multiple sources, including its CRM.
Mr. Manabu Yoshida, head of digital marketing for Credit Saison’s Digital Division, introduced three core reasons why Credit Saison chose to implement a CDP rather than a DMP—which typically does not offer detailed unified customer profiles— to address its need for a single platform for unified customer data management.
First, Credit Saison is utilizing financial technologies—fintech—to better leverage the data from credit services. The second reason is to improve customer relationship management (CRM), for optimizing customer touchpoints and increasing customer engagement. The third motivation is to provide accurate targeting solutions for new lines of business and financial services.
Solution
Having data privacy and security capabilities built into its financial platform was a key consideration for the company in its fintech initiative. And since time-to-value was important to the company, Treasure Data first created a customized, more secure environment to cover only the areas it would initially provide for Credit Saison. Next, a more general fintech data environment that could be used easily by any financial institution was quickly added.
With Treasure Data, Credit Saison unifies web activity, Net Promoter Scores (NPS), questionnaires, promotions, on-demand media, and social media to understand its customers and prospects. Now Credit Saison is able to:
- Better understand specific customer issues
- Target existing customers with relevant promotions
- Improve customer acquisition
Results
Treasure Data helps Credit Saison build accurate profiles from many large data sources, including 27 million highly accurate demographic profiles, 5 trillion card usage data points, and data from 15 million online memberships. Using Treasure Data resulted in:
- Reduced campaign segmentation times from a week to one day using Treasure Data Segment Builder
- Frequent new capabilities and updates – a key reason Credit Saison chose Treasure Data over in-house development
- A customized, secure environment to meet the requirements of Credit Saison’s fintech initiative
With the newly introduced Treasure Data CDP, Credit Saison marketers can now add or delete conditions themselves to create segments on their own, much more quickly than before, speeding up the campaign promotions cycle and making the company much more agile.
Now that the CDP-enhanced data utilization system is in place, Credit Saison is moving forward in continuous evolution by working with existing manufacturers and retailers. Credit Saison plays the role of a facilitator in this collaboration. By providing the resources available at its fingertips, such as accurate attribute information already verified by their owners, data unified across online and offline settings, and a nationwide network of retailers, Credit Saison looks to support other companies in Japan as well.
