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A Concept Diagram that introduces humanism to a marketing discussion that tends to make people feel uncomfortable.

Concept Diagram is an illustrated framework that has been successfully thought through from the customer’s perspective.

A concept diagram is an illustration, analysis framework to realize strategy planning, planning, analysis, and automation from the customer’s perspective.

A concept diagram is a communication strategy map, illustrating the “steps” of changes in customer sentiment that a company seeks, and the specific “measures” to bring about such psychological changes.

By grasping the strategy of the whole business of both online and offline, clarify the role of the website, and determine the KPI that should be seen from the customer’s point of view, without being restricted by general indicators of web analysis such as PV, sessions, and bounce rate. It is an analysis framework that defines and realizes the evaluation and improvement of measures based on data.

The concept diagram is an illustration framework that has been successfully thought through from the customer’s perspective. We, marketers, are always talking about KPIs and CPA.

But, for example, don’t you feel uncomfortable with words like this spoken in the conference room? You may feel awkward to hear that your Cost per action is $25.

Don’t you think it is too technical and sounds cold when you discuss your customer journey?

We, marketers, might be insensitive about how consumers would feel when they receive the messages discussed in the conference room.

This concept diagram defines your starting points and finishing points. For example, let say, you define a goal like “I’m living in an exciting future!”

That way, you can keep coming back to say “Your mission is to connect demotivated people to an exciting future.” in the conference room. This is a pleasant conversation for consumers to listen to in the meeting.

You won’t just talk about numbers such as minimizing CPA and increasing LTV. Instead, you will talk about what you want the customer to do with a single diagram. Furthermore, the concept diagram is a single summary of what kind of emotional changes customers would experience and what factors can be changed to achieve them.

Moreover, the concept diagram can help you manage the emotional occurrences numerically. For example, if a viewer watched 80% of a YouTube video, you define that a certain feeling emerges. Like this, once defined measurable, you can do something to emerge the same feeling.

Author information:
Nozomu Kubota

Born in New York, the USA, he is the CEO and Founder of Creator’s NEXT, Inc. He graduated from Keio University in Japan with a degree in policy studies, and at the age of 15, he did his first programming development and built user-generated media. He has been invited to speak on digital marketing in Spain, Hong Kong, Singapore, and Luxembourg, and has won many hackathons. He won the Good Design Award, won KVeCS 2018 Grand Finale, and was invited to New York, won IE-KMD MEDIATECH VENTURE DAY TOKYO, and was invited to Spain. In 2019 and 2020, he will be selected from 37,000 people to be the best web analyst in Japan (Best of Best) for two consecutive years. He completed the Global Consumer Intelligence Endowed Chair in Global Consumer Intelligence/Matsuo Laboratory (GCI Winter 2019) at the University of Tokyo’s Graduate School of Engineering, Department of Technology Management and Strategy. He completed the MIT Sloan & MIT CSAIL Artificial Intelligence: Implications for Business Strategy Program at the Massachusetts Institute of Technology.

He has a strong background in implementing scalability in global marketing and has written textbooks on marketing and A/B testing and has spoken and trained in front of over 3,000 marketers. His web analytics tool KOBIT is used by more than 8500 companies in 15 countries.

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