Mitsunaga Kikuchi

Founder ＆ CEO Shirofune

Mitsunaga Kikuchi is the CEO and Founder of Shirofune, an automated advertising management tool that maximizes the efficiency and productivity of major digital advertising platforms. He joined CyberAgent, the largest digital agency in Japan in 2006 as a new graduate and in a few years, became the Director and the representative of a subsidiary (CA Advance). There he was responsible for providing the in-house ad management system and operational scheme to hundreds of Ad managers at CyberAgent. From the experience at CyberAgent, he then decided to develop a platform which automates the works done by those Ad managers so that anyone, with the limited knowledge, could get the same results from online advertising as what a professional Ad manager brings. Shirofune is an automated advertising management tool that maximizes the efficiency and productivity of major digital advertising platforms. The Shirofune platform is designed to maximize advertising effectiveness by automating day-to-day digital ad campaigns using a single, easy-to-use interface for management, budgeting, monitoring and analytics. Over 10,000 accounts have been automated using Shirofune, including 300,000 active ad campaigns.

Day One: Tuesday, February 25: Agile eCommerce & Profitable Growth Strategies

4:45 PM Client Case Study: Stop Bidding on ROAS, Focus on Lifetime ROAS

In the world of digital advertising, we're often fixated on short-term metrics like ROAS and CPA. But are these metrics truly revealing the bigger picture? Do you really know whether the users you've acquired through ads are repeat customers or one-time buyers? To understand the true value of your campaigns, it's essential to focus on the Lifetime ROAS (LTV) of customers gained through specific campaigns. While short-term ROAS might look promising, it can overlook crucial details like low repeat rates. On the other hand, campaigns with a lower immediate ROAS may deliver significant long-term returns. Ignoring LTV in your strategy limits your advertising potential and can lead to missed sales opportunities.

What You’ll Learn:

Real-life case studies comparing short-term ROAS with long-term ROAS.
How to structure your ads to optimize Lifetime ROAS.
Which campaign types, like P-Max, ASC, or Brand Search, are potentially overemphasizing short-term ROAS.

Check out the incredible speaker line-up to see who will be joining Mitsunaga.

Download The Latest Agenda