Delivered on April 7, 2025

"Profile Passport AD" "Odekake-watcher" "OD Watcher"

By Blog Watcher Co., Ltd.

Ryoko Okui (Corporate Planning Office, Public Relations, PR, Risk Management Team)
Miyu Buiya (Profile Passport Division, MX Unit, Partner MX Group)

Affiliation and position information is as of the time of distribution

​

The "Location Data Solutions Catalog" is a tool that covers all aspects of the location data business.
The LBMA Japan website lists a wide range of services offered by member companies.

This time, we were introduced to three solutions from Blog Watcher, which collects, analyzes, and utilizes location data.

"Profile Passport AD" is a solution that uses the collection and analysis of location information to deliver advertisements.

And there is the people flow analysis solution, "Odekake-watcher" for tourism and "OD Watcher" for urban development.

It is said that each solution can be used more effectively by combining them.

Here is the URL for the note by the Blog Watcher member mentioned in the episode!
https://note.com/blogwatcher

​

＝＝＝＝

Blogwatcher's solution for collecting, analyzing, and utilizing location data

​

One of the solutions provided by Blog Watcher is a "location information SDK" that is incorporated into smartphone apps.

SDK stands for "Software Development Kit," and adding it to an app makes it possible to obtain location information using GPS.

This system allows you to accurately obtain behavioral logs such as where users have visited and how they moved.

Of course, this information is obtained after obtaining appropriate permission from the user.

​

For example, by introducing this SDK into an official retail app, it becomes possible to use it in such ways as "sending coupons by push notification when customers visit a store" and "analyzing the trends of stores visited in the past to suggest recommended products."

All of this information is anonymized and statistically converted, so individuals cannot be identified.

Nevertheless, by visualizing people's movements as data, it becomes possible to plan more effective measures.

​

Another pillar is the provision of a DMP that visualizes and analyzes accumulated data.

In particular, "Odekake-watcher," which is being developed for local governments, is attracting attention as a tool that allows you to visually check the flow of people at tourist destinations on a map.

Currently, 36 local governments have introduced the system, and it is said that it can grasp information such as "from which areas tourists are visiting on the weekend," "how long they stayed," and "which route they are taking."

As the flow of people to tourist destinations has changed significantly due to the impact of the new coronavirus,

real-time people flow analysis is also an important clue for considering future tourism measures.

This system is not only applied to tourism, but also to analyzing people's movements at commercial facilities and event venues.

For example, it can also handle spatial analysis such as "which entrance visitors entered through and in which area they stayed the longest."

​

Another solution is "Profile Passport AD" (PPAD), an advertising delivery service that uses location information.

This is a system that delivers advertisements on smartphones to people who are currently in a location or who have visited a specific location in the past.

For example, when a supermarket opens a new store, they want to advertise to people living nearby.

Traditionally, this would be done by inserting flyers in newspapers,

but with PPAD, they can deliver information to people who are there right now through their smartphones.

In fact, they can respond to needs such as "I want to advertise real estate to people at a certain station" and "I want to deliver new sale information to people who have visited an outlet mall in the past,"

and their strength is their detailed targeting.

​
Blog Watcher's technology is not just a marketing support,

but also leads to the promotion of local attractions, tourism promotion, and improved accuracy in urban development.

"Understanding the flow of people also means knowing the challenges and attractions of the area. We aim to create a society where regions and companies can use location information to their advantage."

​
Please take a look at each page to see Blog Watcher's solutions to learn about "human behavior" illuminated by location information.