In this marketing industry, we will continue to actively use existing media. The challenge we are facing now is how we can build the best combination to maximize these “touch-point” media divergences which have been growing and will be integrated in our lives more and more. Another challenge is to be able to customize the contents depending on the situation these consumers are in and the “touch-point” media they are using.

Can we find the solution to these challenges by using single source panel data and/or external data from data companies? Event if we can, how far we can heighten the accuracy and how much of these systems can be automated? In this session, we will discuss things we can do now and the possibility in the future.