March 2025
248 pages
7h 10m
Japanese
Content preview from EC起点の事業変革 博報堂式 ECから始める、これからのマーケティング
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データ活用による戦略の精緻化
EC
のデータを分析することで、客層ごとの購買パターンや嗜好を深く理
解することができます。この情報を基に、店頭で地域や時間帯ごとに最適な
商 品ラインナ
ップを提 供するなど、ターゲティングをより精緻化することがで
きます。 また、
EC
の売上データを活用することで、店頭の在庫管理を最適
化することもできます。特定の商品が
EC
で人気であれば、店頭でも同様の
需要が見込まれるため、在庫を適切に配置することが可能です。また、需要
予測アルゴリズムにより、シーズンごとのトレンドを早期に把握し、戦略的な
商品展開を実現することにも活かせるでし
ょう。
• Column •
E C で の テ ストマ ー ケ ティン グ
HAKUHODO EC+ が実際に支援した企業の中にも、ECで得られ
たデータを活かし、店頭ビジネスの売上につなげた例があります。 飲料
メーカーが開発中の、既存の商品ラインと一味違う「ポテンシャルが未
知数な新商品」がありました。その商品をECモールで先行販売したとこ
ろ、店頭に比べて「売れたかどうか」の結果が迅速に把握でき、広告結果
の分析から得られた示唆を活かしてPDCAを回すことができました。
その結果、その商品はECモール内でカテゴリランキング1位を獲得。
その実績を基に店頭展開まで行い、店頭ビジネスの売上を支える新たな
柱となったのです。 ECビジネスで得られた豊富なデータや売上成果が
あることで、「この商品で勝負に出る」という意思決定をしやすくなり、
結果的に店頭ビジネ
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.