Macromill

Basic Information

Stock Code
3978
Industry
Information and Communications
Category Detail
Professional Services for Businesses
Prefecture
Tokyo
Establishment Year
November 2013
Listing Year
March 2017
Official Website
https://www.macromill.com/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Syncrea, Members, Bulk Holdings, Cross Marketing Group, GMO Research & AI, Technomasematical, Digital Information Technology, Open Door, Oro, BeeBreak Systems, Global Information, Neo Marketing, Asmark, INTAGE Holdings, MS&Consulting, Hatsuo Shoji

Overview

Macromill is a leading marketing research company in the information and communications industry, founded in 2000, leveraging its proprietary large-scale consumer panel to specialize in digital marketing research.

Current Situation

For the fiscal year ending June 2024, Macromill achieved consolidated sales of approximately ¥43.9 billion and net profit of approximately ¥2.3 billion, demonstrating steady growth as one of Japan's largest online research firms. It utilizes its proprietary consumer panel of over 1.3 million members to provide diverse data collection and analysis services. The company is focusing on global expansion through overseas subsidiaries in South Korea, the Netherlands, the United States, and elsewhere to offer international marketing support. In recent years, it has expanded its digital marketing research and data consulting businesses to strongly support customers' data utilization. With a stable management foundation, paid-in capital of approximately ¥1.1 billion, and total assets of approximately ¥89.2 billion, it maintains sound financial health. Furthermore, through a tender offer by TJ1 Co., Ltd., a subsidiary of CVC, major shareholders have been unified, aiming for further management efficiency. It serves major corporations nationwide as primary clients and has succeeded in differentiating itself from competitors in the marketing research field. Moving forward, it aims for further growth through the introduction of advanced research methods and expansion into overseas markets.

Trivia

Interesting Facts

  • Research firm with proprietary ownership of Japan's largest 1.3 million consumer panel.
  • Diversifying business through collaborations with Rakuten, Dentsu, and other major players.
  • Korean subsidiary Macromill Embrain is a locally listed KOSDAQ company.
  • Company with over 20 years of history, now in its third corporate iteration.
  • Acquired UK marketing research firm MetrixLab as a subsidiary.
  • Focusing on digital marketing research in recent years.
  • Founder Tetsuya Sugimoto is a prominent entrepreneur.
  • Headquarters located on the 11th floor of Shinagawa East One Tower.
  • CVC fund holds significant influence as major shareholder.
  • Long-term contracts with major corporations nationwide.
  • Advanced firm conducting heart rate and brainwave analysis of consumer behavior.
  • Integrates online and offline survey methods.
  • Possesses numerous proprietary analysis platforms.
  • Strength in customized surveys for various industries.
  • Management restructuring progressing via shareholder tender offer (TOB).

Hidden Connections

  • Strong influence in advertising industry marketing information through collaboration with Dentsu.
  • Active information exchange in Europe, America, and Asia via Korean and Dutch subsidiaries.
  • CVC fund as principal shareholder deeply involved in capital strategy.
  • Conducting joint research and development with AI firms in digital marketing.
  • Built long-term partnerships with many major domestic and international consumer goods manufacturers.
  • Deploys unique services unattainable by competitors through biometric analysis.
  • Possesses infrastructure for multinational online surveys, gaining overseas market trust.
  • One of Japan's few premium market-listed companies in the marketing research industry.

Future Outlook

Growth Drivers

  • Rapid expansion of digital marketing demand.
  • Differentiation through in-house AI and big data analysis technology development.
  • Increasing research demand in global markets.
  • Service enhancements responding to diversifying consumer data.
  • Sophistication of corporate data utilization needs.
  • Growing demand for surveys supporting sustainable society realization.
  • Growth in mobile research sector.
  • Expanded utilization of biometric analysis technology.
  • Expansion of research services to new industries.
  • Business expansion supported by investment funds.

Strategic Goals

  • Increase global market sales ratio to over 50%.
  • Establish industry-leading status in AI and data analytics technology.
  • Implement sustainable survey and management processes company-wide.
  • Raise new business sales to 20% of total.
  • Establish diversity-respecting corporate culture to strengthen talent competitiveness.
  • Maintain customer satisfaction above 90% at all times.
  • Promote commercialization of cutting-edge biometric analysis technology.
  • Achieve carbon neutrality across the company.
  • Leadership in legal and ethical standards for market research.
  • Maximize synergies through group company collaborations.

Business Segments

Marketing Research Services

Overview
Provides survey and analysis services to support corporate marketing activities.
Competitiveness
Large-scale panel of over 1.3 million and advanced analytical capabilities
Customers
  • Major Consumer Goods Companies
  • Advertising Agencies
  • Consulting Firms
  • Retailers
  • Manufacturers
Products
  • Online Survey Platform
  • Digital Analysis Services
  • Brand Value Evaluation
  • Consumer Panel Management
  • Multinational Surveys

Digital Marketing Support

Overview
Maximize marketing effectiveness through ad impact visualization and consumer trend analysis.
Competitiveness
Integrated analysis technology for diverse digital data
Customers
  • Advertisers
  • E-commerce Operators
  • Media Companies
  • IT Companies
Products
  • Ad Effectiveness Measurement
  • Consumer Behavior Analysis
  • Access Log Analysis
  • AI-Powered Data Analysis

Data Consulting

Overview
Provides consulting to leverage collected data for management strategies.
Competitiveness
Cross-industry expertise and track record
Customers
  • Major Corporations
  • Local Governments
  • Manufacturers
  • Service Providers
Products
  • Data Utilization Strategy Planning
  • BI Tool Implementation Support
  • Customer Analysis Model Development
  • Reporting Services

Global Research Operations

Overview
Conducts on-site data collection and analysis essential for understanding overseas market trends.
Competitiveness
Reliability through overseas subsidiary network
Customers
  • Multinational Corporations
  • Research Firms
  • IT Companies
Products
  • Overseas Market Research
  • Cross-Country Comparative Surveys
  • Overseas Panel Management

Consumer Insight Development

Overview
Uncover latent consumer needs to contribute to product and service improvements.
Competitiveness
Combination of biometric and behavioral data
Customers
  • Product Development Teams
  • Planning Departments
  • Marketing Teams
Products
  • In-Depth Interviews
  • Emotion Data Analysis
  • User Journey Analysis

Mobile Survey Services

Overview
Survey services that collect consumer data in real-time using smartphones.
Competitiveness
Pioneering experience in mobile research
Customers
  • Event Organizers
  • Retail Store Operators
  • Advertising Agencies
Products
  • Location-Based Surveys
  • Real-Time Questionnaires

Brand Evaluation and Management Services

Overview
Quantitatively evaluate brand value and support enhancement initiatives.
Competitiveness
Ongoing surveys for brand status monitoring
Customers
  • Brand Owners
  • Marketing Departments
Products
  • Brand Awareness Surveys
  • Value Assessment Reports

Ad Evaluation Services

Overview
Measure effectiveness of TV and digital ads, proposing improvements.
Competitiveness
Multifaceted data sources and analysis technologies
Customers
  • Advertisers
  • Media Planners
Products
  • Ad Effectiveness Measurement Reports
  • Campaign Analysis

HR Research Services

Overview
Provides surveys and analysis to promote organizational and talent activation.
Competitiveness
Advanced psychometric techniques and track record
Customers
  • Corporate HR Departments
  • Educational Institutions
  • Consulting Firms
Products
  • Employee Satisfaction Surveys
  • Organizational Engagement Analysis

Healthcare Research

Overview
Specialized survey services for the healthcare sector to support the market.
Competitiveness
Specialized knowledge and high-precision survey systems
Customers
  • Pharmaceutical Companies
  • Medical Institutions
  • Insurance Companies
Products
  • Patient Surveys
  • Healthcare Professional Surveys

Social Media Analysis

Overview
Measure brand awareness and reputation using SNS data.
Competitiveness
High-precision analysis via AI technology
Customers
  • Marketing Departments
  • PR Firms
Products
  • SNS Sentiment Analysis
  • Brand Monitoring

Customer Experience Surveys

Overview
Support creation of experiential value to maximize customer satisfaction.
Competitiveness
Fusion of quantitative and qualitative analysis
Customers
  • Service Providers
  • Retail Companies
Products
  • Customer Experience Evaluation
  • Journey Map Creation

Competitive Advantage

Strengths

  • Japan's largest consumer panel
  • Advanced data analysis technology
  • Diverse survey service lineup
  • International responsiveness through global expansion
  • Stable financial base
  • Strong partnerships with affiliates
  • Extensive industry knowledge and experience
  • Advanced digital marketing capabilities
  • Rapid reporting and consulting abilities
  • High customer satisfaction
  • Multilingual survey capabilities
  • Continuous innovation promotion
  • Strong brand recognition
  • Compliance with laws and ethical survey practices
  • Flexible customization services

Competitive Advantages

  • Proprietary ownership of Japan's largest consumer panel exceeding 1.3 million for broad market data collection
  • Differentiated marketing research via advanced AI, data analytics, and biometric analysis
  • Strength in overseas market research through global network, enabling comprehensive service deployment
  • Customized surveys tailored to diverse industry needs with rapid analysis reports
  • Achieved management efficiency and high transparency through CVC subsidiary shareholder management
  • Stable customer base from strong transaction relationships with major domestic and international ad agencies and corporations
  • Unique research methodologies integrating biometric data analysis for insights unattainable by standard surveys
  • Low-cost, high-speed surveys via cloud-based platforms
  • Marketing strategy planning support services based on extensive experience
  • Multilingual, multicultural対応 for global market research
  • High expertise and service quality in each domain through subsidiary operations
  • Hybrid survey technologies combining online and offline methods
  • Group-wide big data utilization to provide new analytical value
  • Full compliance and personal information management to earn customer trust
  • Information gathering power and influence leveraging extensive industry networks

Threats

  • Intensifying price competition from rivals
  • Risk of lagging behind rapid digital technology changes
  • Restrictions on survey methods due to stricter personal data protection regulations
  • Political and economic instability in overseas markets
  • Decline in demand from client marketing budget cuts
  • Potential market share erosion by new entrants
  • Risk of declining social credibility regarding data reliability
  • Decline in survey quality due to cultural and language barriers in global expansion
  • Risk of increasing forged data via technology
  • Constraints on survey implementation from natural disasters or pandemics

Innovations

2020: Support for Overseas Subsidiary's KOSDAQ Listing

Overview
Listed shares of Korean subsidiary Macromill Embrain on the KOSDAQ market.
Impact
Accelerated group's overseas expansion and enhanced international credibility.

2021: Group Vision Refresh

Overview
Formulated new group vision to strengthen customer value creation.
Impact
Achieved company-wide collaboration enhancement and operational efficiency improvements.

2022: Advanced AI-Powered Consumer Data Analysis Technology

Overview
Introduced cutting-edge AI technology to improve big data analysis accuracy and efficiency.
Impact
Enhanced insight from survey results and enabled reporting in shorter periods.

2023: Strengthened Biometric Information Analysis Business

Overview
Advanced analysis methods for heart rate, brainwave, and eye-tracking data to bolster customer insights.
Impact
Promoted qualitative deepening of marketing research.

2024: Integrated Platform Development for Digital Marketing

Overview
Launched comprehensive analysis services integrating ad exposure, purchase, and behavior data.
Impact
Contributed to optimization of clients' marketing initiatives.

Sustainability

  • Introduced advanced security management for personal data protection
  • Promoted office energy-saving activities to reduce environmental impact
  • Focused on diversity and inclusion initiatives
  • Implemented education-related programs in collaboration with social contribution activities
  • Developed and promoted sustainable survey methodologies