ENHANCING VIDEO MARKETING BY LINKING CDP AND VIEWING DATA
Treasure Data, a data business division belonging to Arm’s loT service group, provides a customer data platform (CDP) to more than 400 corporate customers worldwide, including Fortune 500 companies. This platform enables the provision of excellent customer experiences and digital business transformation by integrating data from the digital and offline activities of each customer and data generated by loT devices.
In 2017, Treasure Data was quick to develop a plugin that linked Brightcove Video Cloud and CDP in order to better understand customers. While they had previously had on-demand video content, they were now able to not only manage this efficiently on their owned media, but also obtain detailed data on who was watching which videos and to what extent, enabling them to conduct detailed information analysis to strengthen their marketing.
Since 2018, they have been holding an offline seminar called “PLAZMA” once a quarter to disseminate the latest information on the theme of digital transformation. This event features opinion leaders from various fields, technology partners, and many people who use CDP.
They have adopted the Brightcove Video Marketing Suite to begin full-scale marketing using video content from each session of this event, which they have been accumulating on their owned media.
One of the great things about this partnership is that we can design it with an eye to not only the collaboration between Treasure Data and Brightcove Video Cloud, but also the collaboration with various other marketing tools, while thinking about how we can provide more attractive solutions to the world in the future.
Hiroki Kobayashi
Marketing Manager, Treasure Data, Inc.Providing content to a live audience that greatly exceeded expectations
In 2020, amid growing concerns about a new coronavirus outbreak in Japan, the decision was made to broadcast the live internet broadcast of the “PLAZMA” to reduce the risk. Treasure Data had originally had the idea of digitally transforming the “PLAZMA” itself. While they were developing their forward-looking vision, they were also quietly considering live streaming as a foothold, and in the end they decided to go ahead with the live streaming in response to social needs. However, by combining their previous experience in recording and filming with Brightcove Live, they were able to achieve this in a short period of time.
There were around 1,300 pre-registrations for the seminar, and based on past statistics we expected around 600 to 700 people to attend. However, in reality, around 400 people attended on both days, and the number of online viewers recorded around 850 on both days. In other words, we were able to provide content to 90% of those who had registered in advance and to more than 200% of the expected number of visitors. The average viewing time per day was about 90 minutes, which means that each viewer watched two sessions (40 minutes per session). After the event, there were many positive comments and expressions of gratitude on social networking sites and chat rooms.
Aiming to further promote online marketing
Treasure Data plans to continue to create groundbreaking content that has never been seen before, combining offline and online, live and on-demand distribution, and new technologies such as VR and 360-degree video, including events such as PLAZMA.
Mr. Kobayashi of Treasure Data says, “As a company that supports digital transformation, we ourselves would like to continue to take on various challenges with Brightcove.
He also said, “One of the great things about working with Brightcove is that we can design solutions that will be even more attractive in the future, not only by linking Treasure Data and Brightcove Video Cloud, but also by considering how we can link with various other marketing tools.
