Background to Implementation
Establishment of Cross-product data infrastructure grabs attention
In the transition from film to digital media, the way we take photos and enjoy them has changed dramatically. However, there still remain many who want photos printed on paper or a paper album they can use to reflect on their memories with enjoyment. To serve these needs, FUJIFILM Corporation (hereinafter FUJIFILM) introduced FUJIFILM Prints & Gifts, which enables users to easily place orders for various print services with their smartphones.
“We already had a service in place that enabled users to easily order prints online, since this was set up in 1998,” says Masanori Todo of FUJIFILM Imaging Systems Co., Ltd, which is involved in the planning and operation of this service. At FUJIFILM Imaging Systems Co., Ltd, Todo is a manager in the No. 2 Special Sales Department of the Regional Volume Sales and Special Sales Division at Consumer Sales HQ. He explains that they rebranded the existing service in July 2018, and that this service is a more convenient version of the previous one. “We also provide a membership-based shopping service for consumers called FUJIFILM Mall, and members of that service can make use of FUJIFILM Prints & Gifts.”
In marketing for e-commerce sites like this, using data to monitor user trends is essential. Although they had long collected and used various data for that purpose, they “just couldn’t seem to find a use that met their needs,” reflects Yusuke Sato, who is also a manager in the No. 2 Special Sales Department alongside Todo.
“This service is a sort of portal site, and different staff are responsible for different products. As a result, staff would have different perspectives on how to use tools and data, which tended to introduce noise into the process. With this sort of dynamic, it wasn’t possible to put together precise policies that take a broader perspective on the service as a whole. We felt that we needed a data infrastructure that cut across all products.”
Tableau Implementation and Operation
Centralizing Data in Cloud Storage and Analyzing with Tableau
They chose Tableau as the tool to build that data infrastructure.
”I previously worked at FUJIFILM head offices in their Digital Marketing Strategy (“DM-Sen”) department, and that’s where I was when we began using Tableau in 2016,” says Todo. The reason they adopted Tableau was that the manager of the Fujifilm Way Office, which promotes DX across FUJIFILM as a whole, had recommended “using Tableau to utilize data in marketing for consumer-oriented services.” “We had been using pivot tables in Excel to conduct data analysis, but this didn’t enable us to visualize the data to our satisfaction. So we took up the manager’s suggestion and decided to use Tableau.”
A variety of data is used in the management of FUJIFILM Prints & Gifts, including incoming order data, sales data, customer information, and Google Analytics data. This data is first consolidated on the cloud for storage, and then it is made accessible to Tableau users via Tableau Bridge. Moreover, the cloud storage is also linked up with the Salesforce Marketing Cloud, so this consolidated data is also used on the marketing cloud and to provide data feedback for MA measures. Naturally, this type of data can also be analyzed using Tableau.