News
Patent Granted: Proprietary AI×Marketing Technology—Core Technology of MACT INTELLIGENCE™: “System and Method for Decision-Making Based on Integrated Causal Prediction”
Proprietary technology that determines implementation strategies under budget constraints based on changes in customer value and the probability of success
Massive Act, Inc. (Headquarters: Minami-Aoyama, Minato-ku, Tokyo; Representative Director: Ryosuke Takahagi) is pleased to announce that it has obtained a patent from the Japan Patent Office for the “System and Method for Determining Measures Based on Integrated Causal Prediction,” which is the core technology of its AI marketing intelligence platform “MACT INTELLIGENCE™.”(Patent No. 7905150).
Title of Invention: Initiative Decision-Making System and Method Based on Integrated Causal Prediction
Patent Number: Patent No. 7905150
Registration Date: August 5, Reiwa 8
The technology patented this time does not merely predict the future; it predicts future customer value based on customer data and comprehensively evaluates changes in value resulting from implementing a strategy, the likelihood of those changes occurring, and the cost of the strategy. This supports decision-making regarding “which strategy to select next” within a limited budget.
At Massive Act, we believe that as the use of AI rapidly becomes mainstream, the next competitive focus for companies in AI adoption will shift from “what can be generated” to “how effectively it can lead to high-quality decision-making.”
MACT INTELLIGENCE™ is Massive Act’s proprietary AI architecture that implements this “Decision Intelligence” concept in the marketing domain.
■ Background of Development
The volume of data held by companies—including advertising, CRM, e-commerce, purchasing, contracts, web behavior, customer attributes, and LTV—continues to grow.
Meanwhile, in the marketing field, this data is scattered across different systems, agencies, and departments. As a result, critical decisions—such as “which channel should receive a budget increase,”“Which customers should we target next and with what?” “How should we evaluate short-term CPA versus medium- to long-term LTV?” and “Which of several potential initiatives should we prioritize?”—are often left to the experience of individual staff members or comparisons of isolated reports.
Through Massive Act’s support of numerous digital marketing and DX consulting projects, we’ve come to recognize that the issue isn’t that “companies lack data,” but rather that they “lack a framework for turning data into decisions.”
MACT INTELLIGENCE™ was developed to bridge this “last mile” using AI and mathematical models.
■ About MACT INTELLIGENCE™
MACT INTELLIGENCE™ is an AI marketing intelligence solution that integrates customer value prediction, initiative evaluation and decision-making, and proposal generation via generative AI into a single workflow.
1. Predict — Predicting Customer Value
It predicts a customer’s future value based on customer attributes, behavioral history, and event data from advertising, CRM, and other sources.
Furthermore, it estimates the extent to which customer value is expected to change if a specific initiative is implemented.
2. Evaluate — Evaluate the Feasibility and Return on Investment of Initiatives
It calculates the probability of achieving the desired effect of a measure based on the change in customer value and “sensitivity information,” which indicates the extent to which the measure contributes to customer value.
The evaluation structure is represented by the following concept:
Probability of Success = f(Change in Customer Value, Sensitivity)
Initiative Evaluation = Change in Customer Value × Probability of Success ÷ Initiative Cost
This allows us not only to predict which initiatives “are likely to be effective,” but also to evaluate the investment value of each initiative in a way that facilitates comparison.
3. Decide — Determine “Which Initiatives to Implement” Within Budget Constraints
We prioritize the evaluated candidate initiatives and determine which ones to implement based on the budget and various constraints.
By not only presenting the “analysis results” but also guiding the decision-maker to the “options that should be implemented,” we connect the AI’s role to the decision-making process.
4. Generate — Use AI to Translate Decisions into Concrete Actions
In MACT INTELLIGENCE™, generative AI is positioned as the final stage following mathematical analysis and decision-making.
By referencing company-specific knowledge, past initiatives, product information, operational rules, and more, it converts the results—including recommended actions, rationale, target customers, implementation methods, and evaluation KPIs—into a level of detail that enables frontline teams to take concrete action.
Rather than having the AI figure out “what to do” from scratch, the system is designed to take decisions derived from data and mathematical models and convert them into a form that the AI can execute.
■ Technology Overview
The invention for which a patent has been granted is titled “System and Method for Determining Measures Based on Integrated Causal Prediction.”
This technology comprises the following series of decision-making processes:
・Acquire customer attribute information, behavioral history, event information, etc.
・Predict customer value metrics
・Calculate the change in value resulting from implementing an action;“`
・Calculate sensitivity information;“`
・Calculate the probability of realization based on the change in value and sensitivity information;“`
・Evaluate the change in value and probability of realization against cost information;“`
・Select candidate actions subject to budget constraints
The distinctive feature of MACT INTELLIGENCE™ is that it does not merely rely on AI to predict that “this customer has a high LTV”; rather, it evaluates multiple factors—including customer value, probability, and cost—to determine “why this specific initiative should be selected for that customer,” and links this analysis to the decision-making process.
■ Differences from General-Purpose AI Platforms
With the widespread adoption of AI and various AI platforms, the barrier to using high-performance AI models is rapidly decreasing.
On the other hand, what is crucial for companies is the design process: “Which of our company’s data to use, what to predict, which KPIs to use for evaluation, and who will make decisions and how.”
MACT INTELLIGENCE™ does not simply introduce a ready-made, general-purpose AI solution into a company.
Instead, it optimizes the very structure of analysis, evaluation, and visualization based on each client’s data architecture, BI/CDP/CRM environments, KPI frameworks (such as LTV and gross profit), marketing channels, budget constraints, and decision-making processes.
As needed, we provide consulting support ranging from data integration and KPI design to the redesign of decision-making processes. Through the integration of AI products, data, and consulting, we aim to solve companies’ decision-making challenges.
■ CEO’s Comments
With the advent of AI, the mere use of AI by companies is no longer considered exceptional.
In this context, we believe the next critical question is not “What should AI be made to create?” but rather “How will companies make decisions using AI and data?”
Through our support of numerous digital marketing and DX projects, we have seen many cases where simply introducing data and tools was not enough to drive results.
What is needed is not just a system for analyzing data, but a system that connects those results to the decision of “what to do next.”MACT INTELLIGENCE™ is the technological embodiment—using AI and mathematical models—of the results-driven philosophy Massive Act has cultivated over the years.
By integrating consulting and technology, we update the very process of corporate decision-making.
Moving forward, Massive Act will continue to implement a new approach to consulting in the AI era, guided by our mission to “create the starting point for transformation.”
Ryosuke Takahagi, Representative Director, Massive Act, Inc.
■ Future Developments
We are currently advancing implementation in the areas of advertising investment optimization, advanced CRM, and e-commerce growth strategies.
Moving forward, we will continue to enhance the accuracy of corporate decision-making and the reproducibility of results through the visualization of “reasons behind initiatives” using probabilistic causal inference, as well as further integration with generative AI.
Massive Act is a consulting firm that not only “utilizes” AI to improve operational efficiency but also develops and implements proprietary technologies that transform our clients’ decision-making processes. We will continue to strengthen our investment in intellectual assets.
We will continue to drive the development and implementation of our proprietary intellectual assets to realize a future where data serves as the starting point for corporate growth.
A press release regarding this matter has also been published on PR TIMES.
