Hakuhodo DY Holdings Inc.
Baidu Japan Inc.
D.A.Consortium Inc.

Hakuhodo DY Holdings, Baidu and DAC co-develop
a cross-border business solution using Baidu Big Data
Will support Japanese companies’ e-commerce and businessinitiatives in China

Tokyo, September 7, 2021—Marketing Technology Center (MTC) (Note 1), the R&D division of Hakuhodo
DY Holdings Inc., Baidu Japan Inc. (Baidu), and D.A.Consortium Inc. (DAC), a subsidiary of theHakuhodo DY Group, will begin offering HDY x Baidu Data Marketing Next, a Japan-China cross-borderbusiness support solution for Japanese companies and organizations seeking to break into the Chinese
e-commerce (EC) and local markets. This solution effectively bridges MTC’s expertise in developing
marketing technology solutions with Baidu’s Chinese parent company’s Big Data (Baidu Big Data) andDAC’s digital marketing know-how in China.
HDY x Baidu Data Marketing Next utilizes Baidu Big Data, which has more than 600 million monthly
active users, applying it to the Hakuhodo DY Group’s unique marketing methods to provide companies afull-funnel marketing solution for effectively approaching potential customers using touchpoints both within
and outside Baidu, designing customer experiences and creating post-experience bonds.
Four features of HDY x Baidu Data Marketing Next (details below)
1. Backup of the Hakuhodo DY Group’s Japan-China cross-border marketing
support system
2. Access to Baidu Omni Marketing (Note 2), which is available in Japan only
through the Hakuhodo DY Group
3. Unique Hakuhodo DY Group data analysis and research using Baidu Big Data
4. Development of customer touchpoints and experiences using Baidu’s internallanding page creation tool Jimuyu
Under the joint research and development efforts with Baidu led by MTC, digital marketing expert DAC
and its subsidiary DAC Beijing operate an integrated Japan-China support system to provide unique dataanalysis and research. This allows for detailed ad planning that goes beyond Japan-specific or Chinaspecific measures and encompasses both countries to support cross-border EC businesses and localbusinesses.

Overview of ad planning using HDY x Baidu Data Marketing Next

In China, EC, delivery, payment and a wide variety of other online services offered on major platforms
have become an integral part of daily life. This has resulted in new services being offered one after
another by emerging companies, the standardization of EC functions on a diverse range of service
channels, and the diversification and segmentation of information touchpoints and purchase points of seikatsu-sha (a term Hakuhodo uses to denote people with lives, aspirations and dreams, not simply“consumers”). In such an environment, full-funnel marketing planning is becoming increasingly important.
Hakuhodo Inc., a Group company of Hakuhodo DY Holdings, formed a strategic partnership with Baidu in2018 and the two companies have been working together since to develop new planning solutions forChina. To further accelerate this effort, this initiative has been expanded to include other Hakuhodo DY
Holdings companies and a new strategic partnership with Hakuhodo DY Holdings was concluded for thedevelopment and provision of data marketing planning solutions.
Hakuhodo DY Holdings’ MTC, Baidu and DAC will continue to work to develop and provide marketing
solutions to Japanese companies and organizations who wish to pursue cross-border EC and local
business opportunities in China and support value-creating DX (digital transformation).
Note 1: A Hakuhodo DY Group organization that conducts R&D of marketing technology solutions and knowledge
Note 2: A data management platform (DMP) that utilizes Baidu Big Data for analysis and ad delivery planning■ HDY x Baidu Data Marketing Next features
Feature 1: Backup of the Hakuhodo DY Group’s Japan-China cross-border marketing support
systemHakuhodo DY Group has created a joint Japan-China system to provide marketing support toJapanese advertisers wishing to pursue Japan-China cross-border business. In addition toHakuhodo DY Group’s China operations network, this structure is backed by three organizations
working together—Group digital marketing company DAC, which has won Baidu Premier Partner
accreditation six times; DAC Beijing, with its wealth of digital marketing experience in China; andMTC, which oversees the Group’s data marketing solutions development.

Feature 2: Access to Baidu Omni Marketing, which is available in Japan only through theHakuhodo DY GroupUsing Baidu Omni Marketing’s agency account, accessible in Japan only by the Hakuhodo DYGroup, we provide support ranging from market and competitive environment analysis, analysis ofpotential and actualized (those who are actively looking to buy) customers, and marketing strategy
proposals to effective ID-based (ad delivery) approaches based on pre-set strategic targets, effectverification and future strategy proposals.

Feature 3: Unique Hakuhodo DY Group data analysis and research using Baidu Big Data
Using unique Hakuhodo DY Group methods that employ Baidu Big Data to select targets andconduct pre- and post-delivery research and data analysis, we support the drawing up of marketingstrategies, verification of effects, and experience design.
Baidu-linked survey screen* Sample image

Crowd analysis of research respondents and ad
responders (gender, age, life stage, search
keywords, etc.)

Feature 4: Development of customer touchpoints and experiences using Baidu’s internallanding page creation tool Jimuyu
Baidu’s internal landing page creation tool Jimuyu can be used to develop customer touchpoints andexperiences. Combining Jimuyu with Baidu Data Marketing promotes smoother flow within Baidu tobrand experiences. In addition, because it also provides an analysis of users who react to content
created using Jimuyu, companies can improve the design of their initiatives for better flow andexperiences.
Example of a landing page visitor content
Internal Baidu Jimuyu page* Sample image

reaction analysis(Heat map analysis using Jimuyu)

For inquiries regarding this News Release
Hakuhodo DY Holdings Inc.
Group PR & IR Division / E-mail: koho.mail@hakuhodo.co.jp
D.A.Consortium Inc.
Corporate Strategy Group Public Relations / E-mail: ir_inf@dac.co.jp
Baidu Japan Inc.
Public Relations / E-mail: pr-jp@baidu.com