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テクノロジー","tagColor":"#3F808A"},"publicationDate":"JAN 22, 2025","title":{"lines":["未来のマーケティング代理店：その原動力は統合データ、信頼、そしてAI"],"type":"heading2",":type":"snowflake-site/components/title-v2"},":type":"snowflake-site/components/blog/blog-hero"}},":itemsOrder":["blog_hero"],":type":"snowflake-site/components/container"},"responsivegrid_content":{"columnClassNames":{"blog_text":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 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Digitalなど）となり、従来のサービスモデルからテクノロジードリブンなビジネスモデルへと進化するための扉を開きます。今日の代理店は、データドリブンなマーケティング戦略をブランドに提供するプラットフォームを構築または採用できます。適切なデータプラットフォームは、代理店がデータオペレーションの基盤として機能し、データ戦略を策定するだけでなく、プライバシーを意識した方法でコラボレーションを行い、キャンペーンアトリビューション、パーソナライゼーション、予測分析のサービスを提供することを可能にするため、その変革の中心となり得ます。最後の部分については、AIおよびMLと組み合わせることで、アナリティクスアプリやオーディエンスセグメンテーションツールなどのスケーラブルで反復可能なソリューションをクライアント全体に展開できるようになります。これは、統合されたデータファウンデーション、適切なデータ共有およびコラボレーション機能、そしてもちろん、そのデータ戦略に組み込まれたネイティブAIによってのみ可能となります。\u003C/p\u003E\n\u003Cp\u003Eデータ戦略を構築し、データインフラストラクチャを選択するには、将来の成長に備えて慎重に計画を立てる必要があります。代理店は、人材とテクノロジーの投資を小売メディア、クリエイティブエコノミー、新しいビデオチャネルなどの分野にシフトさせる一方で、消費者データのプライバシーとセキュリティ、相互運用性、データコラボレーション、透明性を優先しなければなりません。顧客データのセキュリティとガバナンスについて尋ねるクライアントが増えています。彼らは、担当の代理店が、世界と米国の両方で新しいプライバシー規制をどのように管理しているか、マーケティング資金がどこに、なぜ費やされているのか、（不正行為、飽和状態、より高度な内部効果測定手段への活用を減らすためなどのために）より透明性の高い情報を得るにはどうすればよいか、知りたがっています。ここで代理店にとっての問題は、IP/顧客データをAIでどのように保護するかということです。   \u003C/p\u003E\n\u003Cp\u003E私たちは、すべてに対する回答を持っているわけではありません。しかし、この急速に変化する環境で代理店が成功に向けてアプローチし、準備するための有用な推奨事項がいくつかあります。\u003C/p\u003E\n\u003Ch2\u003E未来の代理店が成功するための4つの鍵\u003C/h2\u003E\n\u003Ch3\u003Eサイロを解消するための統合されたデータプラットフォーム\u003C/h3\u003E\n\u003Cp\u003E課題は、キャンペーン、プラットフォーム、地域、クライアントの垣根を越えてデータが分断されていることによって、コラボレーションと効率性が阻害されていることです。未来の代理店は、すべてのソースからのデータを統合し、リアルタイムのコラボレーションとより迅速な意思決定を可能にする、アクセス可能なシングルプラットフォームを使用することが求められます。統合されたデータプラットフォームによってサイロを排除することで、代理店は顧客に関する優れたインサイトにアクセスし、キャンペーンの結果を向上させることができます。また、チームは1つの場所ですべての関連データにアクセスできるため、より効率的に作業できます。\u003C/p\u003E\n\u003Ch3\u003E競争優位性としてのプライバシーと信頼\u003C/h3\u003E\n\u003Cp\u003E規制環境が厳しくなり（GDPRやカリフォルニア州消費者プライバシー法など）、消費者によるデータ管理が強化される中、マーケティング代理店はプライバシーファーストの戦略を採用する必要があります。戦略を成功させるための中核となる差別化要因は、モダンな同意管理です。未来の代理店が成功を収めるには、機密情報を保護し、クライアントやパートナーとのセキュアなコラボレーションを促進する、透明性とプライバシー保護が確保されたデータ実践を通じて信頼を構築する必要があります。データクリーンルームなどのテクノロジーにより、代理店はプライバシーを損なうことなくデータのコラボレーションを行い、新しいインサイトをセキュアに獲得できます。また、プライバシーは法令遵守だけの問題ではなく、信頼関係の構築とクライアントとの関係の強化にも関係します。 \u003C/p\u003E\n\u003Ch3\u003EアジリティとパーソナライゼーションのためのネイティブなAI機能\u003C/h3\u003E\n\u003Cp\u003E代理店がリアルタイムでデータドリブンな意思決定を行えることが、キャンペーンやビジネスの成功にとってますます重要になっています。AIと機械学習はもはやオプションではなく、メディア購入を最適化し、キャンペーンを大規模にパーソナライズするための不可欠なツールです。また、データは、サイエンスとアートを融合させる新しい方法であるキャンペーンのクリエイティブな部分にも役立つようになるため、今後さらに不可欠なものとなるでしょう。企業は、データの処理にデータの移動やコピーを必要としないネイティブなAI機能を採用する必要があります。これらの機能により、代理店は予測分析を活用し、インサイトを自動化し、キャンペーンのライフサイクル全体にわたって意思決定を強化できます。将来的には、より迅速なインサイトによって代理店はよりアジャイルにキャンペーンを調整できるようになり、AIドリブンなパーソナライゼーションによって顧客エンゲージメントとROIを向上させることができます。\u003C/p\u003E\n\u003Ch3\u003Eプライバシーを意識した最新のデータコラボレーション \u003C/h3\u003E\n\u003Cp\u003E代理店業務のモダナイゼーションには、信頼できる唯一の情報源からの、クライアント、マーケティングテクノロジーパートナー、広告テクノロジーパートナー、パブリッシャーなど、代理店のエコシステム全体にわたるシームレスなコラボレーションが必要です。これまでは、サイロ化されたデータや、インサイトの共有やパフォーマンス分析のための重複する手動プロセスに依存していたため、効果的なコラボレーションが妨げられていました。データクリーンルームにより、代理店はデータの移動や複製を行うことなく、また機密情報を漏洩することなく、複数のクライアント間で同時にセキュアにコラボレーションを行い、共有データセットにアクセスして分析できるようになりました。これにより、時間のかかるデータ転送がなくなり、一貫性が確保され、以前は得られなかったリアルタイムのインサイトが得られるため、ワークフローが変わります。たとえば、パブリッシャーと複数のクライアントが、厳しいプライバシー基準を遵守しながら、同時に連携してキャンペーン効果の測定やオーディエンスターゲティングの改善を実行できます。サイロの解消とワークフローの合理化により、代理店はエコシステム全体でのより深いパートナーシップを通じて、代理店自身とクライアントのために、より効率的な業務、より良い結果、新たな収益機会を実現できます。\u003C/p\u003E\n\u003Ch2\u003ESnowflakeが代理店の成功にどのように役立つか\u003C/h2\u003E\n\u003Cp\u003ESnowflakeは、代理店がイノベーションを実現し、セキュアなコラボレーションを促進し、より良いビジネス成果を得るために必要なプラットフォームを提供します。ここでは、代理店が今日の複雑でデータリッチな環境で成功を収めるために、Snowflakeの基盤ツールがどのように役立つか、ご紹介します。\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003E簡単：\u003C/b\u003ESnowflakeは、使いやすいクラウドデータとAIのシングルプラットフォームです。チャネル、システム、チームの垣根を越えてデータを統合し、シームレスなコラボレーションとリアルタイム分析を可能にするため、代理店は複数のシステムの管理や断片化されたデータソースの調整を行う必要がなくなります。構造化データと動画や画像などの非構造化データの両方を処理できるネイティブなAI機能がシングルプラットフォームに統合されているため、代理店は予測モデルを簡単に展開し、メディア購入を最適化し、複雑なインフラストラクチャを必要とせずにハイパーパーソナライズされたキャンペーンを提供できます。統合されたデータとAIプラットフォームにより、代理店はインサイトを得るまでの時間を短縮し、キャンペーンのパフォーマンスを高め、複雑さを軽減して運用効率を高め、将来に備えることができます。\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003E高い信頼性：\u003C/b\u003ESnowflakeには、ビルトインのガバナンス機能とプライバシー機能が備わっています。Snowflakeデータクリーンルームにより、プライバシーが守られたデータコラボレーションが可能となり、代理店は個人を特定できる情報（PII）を漏洩することなく、クライアント、メディアパブリッシャー、パートナーとセキュアにコラボレーションできます。しかし、データクリーンルームだけではプライバシーは確保できません。Snowflakeのプラットフォームは、サードパーティのネイティブな同意管理ツールもサポートしているため、ユーザーは消費者選好を尊重し、GDPRやCCPAなどのプライバシー規制を遵守してデータを利用できます。また、Snowflakeはスケーラブルなインフラストラクチャを提供します。このプラットフォームは、代理店の成長に合わせて拡張できるよう構築されており、ベンダーロックインに縛られることはありません。そのため、代理店は自社とクライアントの変化するニーズに合わせて最適なツールを採用できます。これらの機能により、代理店は透明性のあるプライバシーファーストのコラボレーションを通じて信頼を築き、クライアントや消費者にとって信頼できるパートナーとなることができます。\u003C/p\u003E\n\u003Cp\u003E\u003Cb\u003Eオープン性と相互運用性：\u003C/b\u003ESnowflakeのプラットフォームは、パートナー、メディアパブリッシャー、マーケティングテクノロジーツール、アナリティクスソリューションとシームレスに統合される堅牢なコラボレーションエコシステムを提供し、エコシステム全体でスムーズなコラボレーションを実現します。ブランドが使用しているCRMやアナリティクスツールにかかわらず、Snowflakeはスムーズな相互運用性を実現します。また、Snowflakeはオープンテーブルフォーマットをサポートしているため、代理店は複数の環境で簡単にデータを共有し、コラボレーションを行うことができます。このようなオープン性へのこだわりにより、代理店は独自のフォーマットに縛られることなく、いつでもどこでも必要なデータを利用できます。Snowflakeのオープンエコシステムと相互運用可能なAPIのサポートにより、代理店は自由にイノベーションを起こすことができるクロスクラウドで将来に対応できる柔軟性を手に入れ、クライアントからの新しい需要や業界の変化に対応できるようになります。このオープンで相互運用可能な環境では、代理店は硬直化したデータエコシステムやベンダーロックインから解放され、代理店固有のニーズに合ったツールやテクノロジーを使用できるようになります。\u003C/p\u003E\n\u003Ch2\u003ESnowflakeを利用して市場をリードしている代理店\u003C/h2\u003E\n\u003Cp\u003E「QAのキャンペーンやローンチにおいて、Snowflakeを通じたリアルタイムのライブデータへのアクセスは不可欠でした。Snowflakeのおかげで時間と労力が大幅に節約され、UIを使用したラングリングよりも、クライアントにとって重要なことに集中できるようになりました」 \u003C/p\u003E\n\u003Cp\u003E— Mike McCarver氏、Horizon Media、Data Solutions and Programmatic担当Senior Vice President\u003C/p\u003E\n\u003Cp\u003E\u003Ca href=\"https://www.snowflake.com/en/customers/all-customers/case-study/horizon-media/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003EHorizon Mediaのケーススタディ\u003C/a\u003Eを読む\u003C/p\u003E\n\u003Cp\u003E「Snowflakeをデータファウンデーションとして利用することで、組織全体のサイロが解消され、コラボレーションが改善し、意思決定が迅速化しました」\u003C/p\u003E\n\u003Cp\u003E — John Saunders氏、Power Digital、Product担当VP\u003C/p\u003E\n\u003Cp\u003E未来の代理店は、データドリブンなインサイト、プライバシーファーストのコラボレーション、AI駆動のイノベーションへの取り組みによって定義されるでしょう。今日においてこれらの慣行を採用している代理店は、競争力を獲得し、クライアントにより良い成果をもたらし、より強固な信頼に基づく関係を構築できます。\u003C/p\u003E\n\u003Cp\u003Eさらに詳しくは、SnowflakeとPower Digitalのエキスパートによる\u003Ca href=\"https://www.snowflake.com/webinars/thought-leadership/building-the-ai-powered-marketing-agency-of-the-future-with-snowflake-and-power-digital-2025-01-21/?utm_source=snowflake&utm_medium=blog&utm_campaign=na-us-en-&utm_content=-wb-power-digital\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003Eウェビナー\u003C/a\u003Eにぜひご参加ください。クライアントを重視した未来のデジタルネイティブな代理店の構築に必要なツール、データ、インフラストラクチャについて解説します。\u003C/p\u003E\n","richText":true,":type":"snowflake-site/components/blog/blog-text"}},":itemsOrder":["blog_text"],":type":"wcm/foundation/components/responsivegrid"},"responsivegrid_premium_content_banner":{"columnClassNames":{"premium_content_bann":"aem-GridColumn aem-GridColumn--default--12"},"gridClassNames":"aem-Grid aem-Grid--12 aem-Grid--default--12","columnCount":12,"appliedCssClassNames":"snowflake-responsive-component-top-padding-medium",":items":{"premium_content_bann":{"id":"premium-content-banner-694bc0d27b","contentEyebrow":"Report","contentHeadline":"The Modern Marketing Data Stack 2025","contentDescription":"The marketing ecosystem is entering a new era. Get our report and learn how leading marketers play to win.","showImage":true,"image":{"id":"image","alt":"Photo illustration of people using a laptop on a blue 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