DENTSU CROSS BRAIN
DENTSU CROSS BRAIN is a Tokyo-based joint venture between Dentsu Group and Brainpad that provides marketing data analytics and marketing technology services to large Japanese BtoC enterprises via embedded Always-On teams.
- Company typePrivate
- Founded2020
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2B
- OfferingServices
What DENTSU CROSS BRAIN does
DENTSU CROSS BRAIN is a Tokyo-based joint venture established in July 2020 between Dentsu Group and Brainpad, operating from within the Dentsu HQ Building. The firm provides marketing data analytics and marketing technology services to large Japanese BtoC enterprises, spanning retail, consumer goods, entertainment, telecommunications, and financial services. Its delivery model is the "Always-On" embedded team, in which analysts, data scientists, and engineers are placed inside client marketing organizations to operate marketing decisioning on a continuous rather than project-by-project basis.
The company operates two core service lines. The Marketing Data Utilization Service builds privacy-safe data integration and analytics infrastructure, including Data Clean Room architectures that enable cross-party analysis of advertiser and partner first-party data without raw-data exposure, alongside marketing mix modeling and customer-level predictive analytics for response, churn, and lifetime value. The Marketing Technology Utilization Service implements and operates marketing technology stacks and has produced a flagship productized offering, Full Stack Marketing PDCA, developed in partnership with Decome, along with diagnostic services such as Primary Check. Underlying technical work includes hierarchical Bayesian models for offline media (notably radio listening) and block clustering analysis, the latter published in the JSAI academic journal, indicating peer-reviewed methodological depth.
The revenue model combines professional services for initial design and integration with managed services for ongoing analytics operation under multi-year contracts, anchored to enterprise client relationships sourced primarily through the Dentsu Group distribution channel. The firm holds privacy mark and ISO certifications relevant to handling consumer data at scale. Headcount grew from approximately 29 employees at FY2021 to approximately 52 at FY2023, and the company is investing in academic joint research (notably with the University of Tokyo) and has stood up a New Business Development function, suggesting a transition toward broader client acquisition and productized analytics offerings.
DENTSU CROSS BRAIN firmographics
Firmographics- Name
- DENTSU CROSS BRAIN
- Legal name
- DENTSU CROSS BRAIN Inc.
- Website
- https://dxb.co.jp
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DENTSU CROSS BRAIN is a Tokyo-based joint venture between Dentsu Group and Brainpad that provides marketing data analytics and marketing technology services to large Japanese BtoC enterprises via embedded Always-On teams.
- Ownership category
- akta.pro rank
DENTSU CROSS BRAIN industry classification
Industry- Product category
- Marketing Analytics Services
- NAICS
- Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ)
- akta.pro secondary industries
- Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE), CRM Strategy, Implementation & Managed Services (MPAAAIAD)
Keywords
Where DENTSU CROSS BRAIN is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
DENTSU CROSS BRAIN business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others
Revenue model
- Marketing Data Utilization Services: Core service offering data collection, accumulation, analysis, and marketing strategy planning based on analysis results. Revenue generated through consulting fees, project-based engagements, and ongoing service contracts.
- Marketing Technology Utilization Services: Technology expert staffing and Always-On marketing technology implementation support. Services include system integration, technology configuration, and ongoing operational support.
- Primary Check Service: Data activation planning and marketing practice support services packaged from consulting processes. One-time diagnostic service with follow-up activation support.
- Full Stack Marketing PDCA Service: Collaborative service with Decome for customer understanding integrated PDCA construction and operational support. Ongoing engagement model with strategic partnership structure.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Enterprise professional services - customized engagement |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
DENTSU CROSS BRAIN product offering
Product offeringCore offering
DENTSU CROSS BRAIN provides marketing data analytics and marketing technology services for Japanese enterprises, covering data collection, accumulation, analysis, strategy planning, and execution support. Its marketing science team integrates data analysts and planners, while technology experts embed with client teams to deliver Always-On marketing. Services span CRM analytics, marketing mix modeling, churn prevention, push response prediction, and customer purchase pattern analysis, supported by proprietary Data Clean Room technology and joint Dentsu-BrainPad expertise.
Product overview
DENTSU CROSS BRAIN (電通クロスブレイン) is a joint venture between Dentsu Group and Brainpad Inc. offering a comprehensive marketing data and technology service portfolio. The core offerings consist of two main services: the Marketing Data Utilization Service and the Marketing Technology Utilization Service. Supporting modules include Primary Check for data utilization activation assessment, Full-stack Marketing PDCA for customer-centric marketing cycle building, and various analytical solution modules for specific use cases such as customer purchase pattern analysis, push notification response prediction, churn prevention, and business performance monitoring. The company operates on a services-based model rather than a traditional SaaS platform.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Helping clients achieve KGI through customer-understanding integrated marketing PDCA
- +2 more outcomes
Companies that use DENTSU CROSS BRAIN
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
DENTSU CROSS BRAIN technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
DENTSU CROSS BRAIN partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor, core and flagship.
- University of Tokyo (東京大学)minorJoint research partnership for statistical methodology development. Collaborative research with Professor Kenuske Okada from University of Tokyo on penalized matrix decomposition factor analysis presented at academic symposium.
- Japan System Dynamics Society (日本システム・ダイナミクス学会)minorSupporting member (賛助会員) of academic society. Collaboration with JSDS Vice President Takahashi for system dynamics solutions and workshop programs. Association supports DXB's work on system thinking approaches for complex business problem solving.
- Dentsu Japan Network (DJN) - DX Talent RecruitmentcoreCollaborative talent recruitment initiative with 5 other Dentsu Group companies (Dentsu, Dentsu Digital, Data Artist, GNUS, ISID). Joint participation in DX talent recruitment site for Integrated Growth Partner evolution.
- Decome (株式会社デكوم)flagshipFirst partnership for Full Stack Marketing PDCA service. Decome contributes customer insight exploration and utilization capabilities, complementing DXB's marketing data analytics. Joint service integrates DXB's data-driven marketing with Decome's consumer insight research.
- Dentsu Group (株式会社電通グループ)coreParent company and joint venture partner. Dentsu Group provides marketing strategy expertise, client relationships, and proprietary consumer data assets. DXB was established as a 50/50 joint venture combining Dentsu's marketing capabilities with Brainpad's data science expertise.
- Brainpad (株式会社ブレインパッド)coreParent company and joint venture partner. Brainpad provides data science expertise, data analytics capabilities, and technology platform resources. DXB leverages Brainpad's Rtoaster platform and analytics tools for client engagements.
Scale indicators10 records
Recent moves10 records
Expansion highlights5 records
DENTSU CROSS BRAIN competitors and assessment
Company assessmentBroad incumbents
- Salesforce: Salesforce offers enterprise CRM, customer-data, analytics, AI, and marketing-automation products that overlap with the platforms and lifecycle use cases DXB helps clients implement and operate.
- NTT DATA: NTT DATA is a large Japanese technology-services provider with capabilities in data management, analytics, CRM, and enterprise systems integration, overlapping with DXB's transformation and implementation work.
- Accenture Song: Accenture Song combines marketing strategy, analytics, experience design, technology implementation, and managed operations, competing for enterprise marketing-transformation budgets at global scale.
- Adobe: Adobe provides an enterprise marketing and analytics suite spanning customer data, journey orchestration, measurement, and personalization, competing for the same martech transformation budgets.
Direct peers
- BrainPad: BrainPad is a Japanese data analytics and digital-marketing technology company whose data-science, CRM, DMP, and customer-experience capabilities closely overlap DXB's core offering.
- Data Artist: Data Artist is a Dentsu-group data-utilization and digital-marketing company with overlapping work in first-party data analysis, marketing technology, and customer activation.
- Dentsu Digital: Dentsu Digital provides Japanese enterprises with digital-transformation, data-utilization, marketing-platform, analytics, and implementation services, competing directly for similar mandates.
- Merkle: Merkle is a data-driven customer-experience and CRM provider offering analytics, loyalty, technology implementation, and managed services to large enterprises, closely matching DXB's integrated model.
- Intage: Intage provides market research, customer insight, and marketing analytics to Japanese consumer-facing enterprises, giving it meaningful overlap in data-driven marketing decision support.
Others
- Treasure Data: Treasure Data is a customer-data platform focused on unifying data and activating customer journeys; it is an enabling platform and partial substitute for the data-integration layer in DXB's services.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
DENTSU CROSS BRAIN social profiles
Digital presenceDENTSU CROSS BRAIN compliance and trust
Trust signalCompliance2 records
DENTSU CROSS BRAIN financial estimates
Financial estimateRevenue estimate
Valuation estimate
DENTSU CROSS BRAIN leadership team
Management profileNumber of profiles
Profiles12 records
DENTSU CROSS BRAIN funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DENTSU CROSS BRAIN M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about DENTSU CROSS BRAIN
What does DENTSU CROSS BRAIN do?
DENTSU CROSS BRAIN provides marketing data analytics and marketing technology services for Japanese enterprises, covering data collection, accumulation, analysis, strategy planning, and execution support. Its marketing science team integrates data analysts and planners, while technology experts embed with client teams to deliver Always-On marketing. Services span CRM analytics, marketing mix modeling, churn prevention, push response prediction, and customer purchase pattern analysis, supported by proprietary Data Clean Room technology and joint Dentsu-BrainPad expertise.
Is DENTSU CROSS BRAIN a public or private company?
DENTSU CROSS BRAIN is a private company. It is classified as corporate owned and is currently operating.
When was DENTSU CROSS BRAIN founded?
DENTSU CROSS BRAIN was founded in 2020. It employs 11 to 50 people.
Where is DENTSU CROSS BRAIN based?
DENTSU CROSS BRAIN is headquartered in Tokyo, Japan, in the Asia region.
How does DENTSU CROSS BRAIN make money?
Four revenue lines are on record. Marketing Data Utilization Services are the primary driver. The others are marketing Technology Utilization Services, primary Check Service and full Stack Marketing PDCA Service.
Who are DENTSU CROSS BRAIN's main competitors?
Broad incumbents on record are Salesforce, NTT DATA, Accenture Song and Adobe. Direct peers are BrainPad, Data Artist, Dentsu Digital, Merkle and Intage. Treasure Data is listed as an others.
Does DENTSU CROSS BRAIN have an API?
No public API is recorded for DENTSU CROSS BRAIN.
What industry is DENTSU CROSS BRAIN in?
DENTSU CROSS BRAIN's product category is Marketing Analytics Services. Its primary akta.pro industry code is HDAEAFAJ, CRM Data Quality, Enrichment & CDP-Adjacent CRM, with a secondary code of BPAMALAE, Marketing Automation, CRM & Lifecycle Messaging. Its NAICS code is 54191 and its SIC code is 7370.