BICP DATA is a company that supports developing data utilization strategies. As a result of the popularity of the data-driven approach, a lot of company launched what is called "The DMP project" without purpose and there appeared inactive CDPs. In addition, in this era of data privacy, the road to data utilization seems to have become even more difficult. However, if we think of data as belonging to consumers, and that it exists to return benefit to them, we can see where we should go from here. We support our clients in their business development by exploring the use of data from both an offensive and defensive perspective.