What is the value that competitive site analysis brings to digital marketing?Listen to the strategic design of the new power venture Looop

Published December 17, 2021

Interview (50) Data analysis example (61) Dockpit (167)

Looop Inc. develops electric power services with excellent cost performance. As a venture company, it is giving a great stimulus to the infrastructure industry, which is a relatively non-liquid industry. In digital marketing, we utilize the competitive site analysis tool "Dockpit" provided by Valuze. We interviewed Mr. Katsuaki Kobayashi, Mr. Tetsurin Zhang, and Mr. Kanan Harada, who belong to the Promotion Promotion Section, Digital Marketing Department, Electric Power Business Headquarters, Looop Inc., which handles avant-garde and innovative initiatives.

Tweet Pocket

---

table of contents

● From power generation to retailing.Bringing innovation to the industry ● What are the digital marketing challenges that Looop Denki faced? ● Dockpit is a “valuable source of information for competitors” Reason ● “Data-driven orbital correction” How to fight as a venture company ● “ I want to predict the future from data. ”Looop Denki is looking to the future

From power generation to retailing.Bring innovation to the industry

――First of all, please tell us about Looop's specific business outline. Mr. Kanan Harada (hereinafter referred to as Harada): When we were founded in 2011, we were mainly engaged in sales and installation of solar panels for corporations. In response to the start of "total liberalization of electricity retailing" in 2016, we are now expanding our electricity business from power generation to electricity storage and electricity retailing. In the first place, when the Great East Japan Earthquake occurred in 2011, the president went to the disaster area as a volunteer to install solar panels, which was the reason for our founding. At that time, the desire to "deliver electricity and make people smile" and "to allow everyone to use electricity freely" led to the start-up of a business. Our founding thoughts are reflected in our corporate philosophy of "realizing an energy-free society," and we are working every day to promote the spread of renewable energy and aim for a society where energy can be used freely.

Looop Inc. Electric Power Business Headquarters Digital Marketing Department Promotion Promotion Section Kanan Harada

Mr. Zhang Tetsurin (hereinafter referred to as Zhang): Due to the liberalization of the electricity retail market, the number of companies entering the electric power industry has increased. However, it is extremely rare for an electric power company to be able to provide services related to renewable energy in a straightforward manner, from power generation to power sales and storage. We take pride in that being our “strength”. Mr. Katsuaki Kobayashi (hereinafter referred to as Kobayashi): The number of "new electric power companies" that sell electricity, which has newly entered the market since the liberalization of electric power, has been increasing year by year, and now it is about 700 companies. However, there are many new electric power companies that develop only the part of "selling electric power to users". The phase before selling electricity is very difficult, there is a market like stocks, and skillful skills and knowledge are required in terms of "where do you collect electricity from?". Even if you look at it objectively, there are few electric power companies that can cover such technical aspects by themselves.

(Left) Mr. Tetsurin Zhang, Chief, Promotion Promotion Section, Digital Marketing Department, Looop Inc. (Right) Mr. Katsuaki Kobayashi, Manager, Promotion Promotion Section, Digital Marketing Department, Looop Inc.

――When you look at the electric power industry, Looop is unique. Zhang: Yes. We belong to the Electric Power Business Headquarters, but basically we handle our main service "Looop Denki". Nowadays, it is not uncommon to have a power service with a basic charge of 0 yen, but Looop Denki is the industry's first service that has achieved a basic charge of 0 yen. We are the first in the industry to generate electricity and store electricity, and we continue to take on challenges without being bound by the conventional framework of the electric industry. The electric power industry has a deep-rooted image of being "hard" and "old," and may be reflected in a closed industry that is far from users. However, while overturning the common sense of the industry, we are devoting ourselves every day to tell users about "electric power" in an easy-to-understand manner. ――By the way, what exactly is the “realization of an energy-free society” in the corporate philosophy? Kobayashi: A long time ago, it was common for international calls to cost several tens of yen to make a one-minute call, so it was necessary to pay attention to the call time. Thanks to the widespread use of the internet these days, you can communicate for free using chat tools on the web. Technology has removed the barriers that separate people, allowing us to spend the money and time we've been spending on other parts of the world. We aim to do the same with electricity, and thus with the energy sector as a whole.

What are the digital marketing challenges that Looop Denki had?

――Please tell us the work you are actually working on. Harada: The Digital Marketing Department, to which we belong, is a department that mainly promotes Looop Denki. Among them, I am in charge of listing advertisements and web advertisements related to Looop Denki. Zhang: Before Harada joined the company, I was in charge of listing advertising. After joining Harada, I took over the business, and after that, I was engaged in the growth hack business that analyzes user's voice and data related to the service for about half a year. Recently, I have another student with Harada, but while watching how they work, I am mainly working on promotion related things such as planning campaigns and creating YouTube video ads. Kobayashi: I am in a position to take responsibility for "increasing the number of contracts" centered on digital channels. The basic mission of the Digital Marketing Department is how to increase the number of Looop Denki contracts. In other words, in addition to acquiring applications, we are considering measures to analyze the voices and trends of customers who have terminated the service and have them continue to use the service.

"Looop Denki".Continuing innovative initiatives, such as launching the industry's first "basic charge of 0 yen"

――In the digital marketing of Looop Denki, in order to grasp the situation of competition, the Web action log tool "Dockpit" that can easily analyze the inflow situation of competing sites and the structure of attracting customers is used. First of all, please tell us the background of the introduction of Dockpit. Harada: The Digital Marketing Department has set a goal of "increasing the number of Looop Denki contracts by 1.5 times the previous year," and although the number of contracts has increased so far, the situation has continued to be difficult to reach 1.5 times. rice field. At that time, I was using Google Analytics and heat map tools to improve marketing measures, but I was limited to analyzing my own site and was not able to move effectively. In the electric power industry, it is difficult to understand the trends of competitors, and one of the reasons is that the only way to verify is to refer to the past data of the company. So, when I was looking for a tool that could not only update the conventional method but also analyze competition, it was the first time that our employees who attended the Valuze seminar told me about the existence of Dockpit and connected it. ――The seminar was a big hit, wasn't it? Harada: Yes. After that, I interacted with the sales people and learned that Dockpit can collect not only the reaction of the promotion carried out by the competitors but also various data useful for marketing. At that time, I was using other competing tools in the trial, but I was attracted to Dockpit and pushed hard to Kobayashi. ――What was your impression when you first used Dockpit? Harada: Until I joined the company, I wasn't very keen on digital marketing, and I was groping only with the data in my company. So, with Dockpit, I remember being impressed by how easy it was to get the data I wanted, such as keywords that competitors are strengthening listings.

Why Dockpit is a "valuable source of information for competitors"

――Please tell us a concrete example of how you are using Dockpit. Harada: We pick up multiple competitors and publish a monthly report summarizing the number of sessions on LPs and simulation pages. Analyzing how the conductor changed when the site access increased, how the reaction was when the campaign was carried out, what the appeal proposal of the company's banner should be with reference to the creative of other companies, etc. It is very useful for creating reports. Also, I am grateful that I can get the Dockpit data as a text (TSV) file. By transferring the downloaded numbers to Excel and creating your own graph, you may be able to capture the data from a different angle perspective.

Dockpit competition analysis dashboard image.You can check the usage status of multiple sites at a glance, and the data can be downloaded in various formats such as text, images, and Excel.

――How is Mr. Harada's use of Dockpit from the perspective of those around you? Kobayashi: As far as I can see Harada using it sideways, I had a hard time in the first month or so. However, we received support from your company during that period as well, and we asked them to respond promptly and politely to consultations other than specific operations such as "What should I do when I want to find out about this?" .. Therefore, I didn't seem to stumble in terms of operation. Harada is in his second year as a new graduate, but he immediately responds to my order "I want to know about competitors" and is playing an active role as a force. In addition, after the introduction of Dockpit, competition analysis orders have become more frequent from other people, which may have contributed not only to data collection but also to facilitating communication within the company. ――What are some of the easy-to-use points of Dockpit? Harada: In addition to being able to check the data of competitors in an easy-to-understand manner, you can also see the data in directory units, so it is attractive to be able to objectively analyze the quality of our numbers. In addition, you can pinpoint the page you want to see on other companies' sites, and you can also check the details such as "how many specific pages are viewed in the whole page", so you have a very strategic strategy. It will be easier. Besides, I am grateful that I can confirm the inflow from not only the competitor's site but also the comparison site. Kobayashi: To give a detailed point, the display color can be assigned to each site to be analyzed, so if you reflect the color of each company, you do not have to read the characters one by one and understand intuitively without feeling stress. I can do it. ▼ Related article: The following article explains in detail what you can do with Dockpit. If you are interested, please read it as well.

What is a data analysis method that is directly linked to marketing strategy planning using "Dockpit"?

https://manamina.valuesccg.com/articles/1372

Introducing the effective utilization method of "Dockpit" that can perform 3C analysis with one tool. I explained how to perform efficient and smart 3C analysis.

Quickly visualize and analyze huge amounts of consumer web activity log data.What is the newly released research engine "Dockpit" for marketers?

https://manamina.valuesccg.com/articles/1023

Dockpit supports market research and user understanding based on consumer web behavior log data. This one enables data-driven marketing in a short time. We will introduce the features of the function in detail.

How to fight as a venture company that "corrects the trajectory to be data driven"

――You feel a great advantage in collecting information from competitors. Kobayashi: Yes. I think that other industries and other companies have the same part, but while the number of new entrants in the electric power industry is increasing, the electric power service itself is an industry that is difficult to differentiate. Since we are a venture company, we are proud that there is still plenty of room for growth, but we need to move forward while quickly and flexibly correcting the trajectory, and to do so, we need to collect the trends of our competitors one by one. Is important. ――What are you aware of in order to compete with your competitors? Kobayashi: Of course, it is important to give our services a unique color, but it is also important to capture the hearts of users and communicate with them. Therefore, speed and timing are inevitably important. Nowadays, the campaigns that our competitors have been developing are often not new in half a year. It is necessary for both the industry and consumers to consider "what kind of service is required by our company" while controlling "what is happening now?" Data collection of competitors is a must. In addition, there are many ad hoc uses that check "what kind of changes have occurred in consumers and the industry in response to the events of the world" while looking at them from a fixed point. I use Dockpit in a wide range of cases. ――There is a way of fighting that is unique to a venture company. Zhang: That's right. There are about 700 new electric power companies nationwide, but our sales are ranked 9th in the nation. We are confident and proud to be in the top ranks, even though many of the other top rank companies are subsidiaries of large companies. In order to catch up with and overtake the top companies, we will check the reaction of the measures more than ever and work on the business while referring to any good measures.

"I want to predict the future from data" Looop Denki is looking to the future

――What kind of things are you planning to develop using Dockpit in the future? Harada: I mainly analyze competitors, but I think that Dockpit's search keyword analysis has not been fully used yet. The approach to the actual layer who is interested in switching power services has been made to some extent by utilizing listing advertisements. However, the latent layer is not sufficiently reachable. I would like to use Dockpit to clarify the characteristics of people who are one step ahead of those who are interested in switching electricity. Zhang: Also, the so-called “targeting” part of grasping the overall picture of the users we are in contact with is still fluffy. I haven't clearly defined the shape of the target, but since last year, I've been strengthening targeting in earnest, and the persona has been brushed up. However, we have not been able to take concrete actions such as "the best way to put out listing ads for people who are considering moving." I would like to subdivide the targeting and quickly realize the definition such as "let's put such an advertisement on such a target". Also, Looop Denki does not have many plans. Since we emphasize ease of understanding, we have only one main plan, the "house plan". On the other hand, in the current situation where the basic charge of 0 yen has become common and the market has become uniform, we would like to discuss whether it is appropriate to provide uniform services. Kobayashi: When we hear about the electric power industry, we don't have much of an image of "marketing," but we aim to be a company that excels in marketing with the feeling of being at the forefront of the industry. Among them, I would like to concentrate resources not only on data collection but also on interpreting the collected data and examining measures, centering on "how to do data-driven marketing". I think it will be a big issue to put together not only Dockpit but also other data sources so that we can devote time to interpretation and analysis. Also, in terms of interpretation and analysis, I would like to expect tools and services that can make future predictions by combining past data. If these are possible, I think that we will be able to fully flesh out the qualitative aspects while thinking about things from the quantitative aspect, and realize a more effective strategy. ――I hope we can continue to contribute to the growth of our services. Thank you for your valuable story today! Interview cooperation: Looop Inc.

How nice! Share if you think!

Tweet Pocket