JP2014157414A - Internet advertisement effect measurement method, effect measurement device and effect measurement system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an Internet advertisement effect measurement method, effect measurement device and effect measurement system for conversion in real world.SOLUTION: An e-mail server 110 sends an e-mail 200 in HTML format, for example, in the form of a thanks mail or the like, to an electronic mail address obtained from a visitor (step S101). When the e-mail 200 is received by an information terminal 130 and opened, the information terminal 130 sends, to a tabulation server 120, an identifier 131 of the information terminal 130 and a record 132 indicative of the fact that the information terminal 130 has displayed the e-mail 200, for example, by using a cookie (step S102). When the tabulation server 120 extracts and acquires conversion path data on the information terminal 130 (step S103), an analysis is conducted according to an attribution model defining the allocation of contribution (step S104).

Description

  The present invention relates to an Internet advertisement effect measurement method, an effect measurement device, and an effect measurement system, and more particularly to an Internet advertisement effect measurement method, an effect measurement device, and an effect measurement system for conversion in the real world.

  Since Internet advertising has attracted attention as a new advertising method, various measures have been attempted to measure its effectiveness. The effectiveness of Internet advertising can be broadly divided into ad impressions (impression effect), clicks (site induction effect), and goal achievements (conversions), and these are measured against the required cost. It is common. Internet advertisements are also classified according to their display and distribution methods, and display advertisements (such as banner advertisements that are embedded and displayed as part of a web page) and listing advertisements (on the search results screen, An advertisement displayed in conjunction with a search keyword) and an affiliate advertisement (a performance-reward-type advertisement in which a reward is paid to an advertisement publisher when a product is purchased through an Internet advertisement) are used. For example, when classified according to display method, it is broadly divided into text ads, display ads (banner ads, video ads, floating ads, expanding ads, rich media ads including full-screen ads, etc.), tie-up ads, and email ads. Can be further classified according to a distribution method, a distribution destination device, a charge form, and the like. As a delivery method, search-linked type, targeting delivery, retargeting delivery, recommendation delivery, audience delivery, delivery destination device: PC, mobile phone, tablet A type (affiliate) is mentioned.

  When an Internet advertisement viewer takes an action desired by an advertiser (member registration, request for materials, purchase of goods, etc.), it is called "conversion". Internet advertising is ultimately intended for conversion. From the above, the click (referred to as the “last click”) for the measure that the ad viewer finally converted is particularly noticed. For example, the CPA (Cost Per Action) calculated by the advertising cost ÷ the number of conversions measures the effect. Used as an indicator of

  On the other hand, the Internet advertisement that contributed to the conversion of ad viewers has not only been linked to the last click, but also the concept of “attribution” in recent years from the perspective that previous measures have also contributed indirectly. Is exposed to light (see Non-Patent Document 1). Ads that were not clicked but gave viewers awareness of the product and triggered the search, or ads that prompted the click the next time they saw a banner ad for the same product, eventually converted This is the idea of measuring the effect along with the advertisement that gave birth.

  For attribution, we acquire data (called “conversion path data”) that records what route the ad viewers who have converted through contact with the advertising medium. Are analyzed according to an attribution model that defines the distribution of contributions. Depending on the business, the typical conversion path is different, and therefore the appropriate attribution model is also different.

Gen Tanaka, Yasuo Sato, Takeshi Sugihara, Yuichi Arizono, “A New Method to Overturn the Attitude of Attribution Advertising Effect”, Impress Japan Co., Ltd., April 1, 2012

  However, even with recent attribution, if the conversion desired by the advertiser is a behavior in the real world rather than on the Internet, the effect cannot be measured. For example, taking real estate sales as an example, a customer browses display advertisements and listing advertisements on the Internet, recognizes a property of interest, and goes to a model room. If the conversion is set so that the advertisement viewer requests a document for the property on the property site, it is possible to measure the effect of the Internet advertisement delivered for the property by attribution. However, in this case, the purpose of the original advertisement is not to request materials, but to have potential buyers come to the model room, but it is based on the acquisition of data about which measures influenced the customer and based on it Unable to perform attribution analysis. There are many cases in which you do not come to the model room even if you request materials, or you do not request materials. According to the applicant's past surveys, about 20% of the visitors who requested the materials were not able to measure efficiency for most visitors.

  As in this example, if the conversion is an action in the real world, not only the attribution but also the conventional CPA cannot measure the effect. This is because none of the Internet advertisements leads viewers to conversion. Here, there is a big barrier between online and offline, and there is no problem if it is a business type where customer behavior is completed online, such as an EC site, etc. The off-line behavior that is carried is the behavior desired by the advertiser, and means for measuring the effect are necessary.

  The present invention has been made for the first time focusing on such problems, and an object thereof is to provide an Internet advertising effect measurement method, an effect measurement device, and an effect measurement system for conversion in the real world. There is.

  In order to solve such a problem, a first aspect of the present invention is a method for measuring the effectiveness of an Internet advertisement targeted for conversion in the real world, which is obtained from a visitor to a real world venue. A sending step for sending an e-mail to the e-mail address; and a receiving step for receiving a record indicating that the content of the e-mail is displayed at the information terminal that has received the e-mail and an identifier of the information terminal. This is an effect measurement method.

  According to a second aspect of the present invention, in the first aspect, an extraction step of extracting conversion path data of an Internet advertisement that the information terminal specified by the identifier has contacted in the past, and the extracted conversion path data A distribution step of analyzing and distributing each contribution degree of the Internet advertisement that has been contacted in the past.

  According to a third aspect of the present invention, in the second aspect, in the second aspect, the extraction step is performed when the computer uses the identifier as a key from browsing data of Internet advertisements recorded on a recording medium included in the computer. Conversion path data is extracted.

  According to a fourth aspect of the present invention, in any one of the first to third aspects, the venue is a model room for real estate.

  According to a fifth aspect of the present invention, in any one of the first to fourth aspects, the Internet advertisement contacted in the past includes any of a text advertisement, a display advertisement, a tie-up advertisement, and an email advertisement. It is characterized by that.

  According to a sixth aspect of the present invention, in any one of the first to fifth aspects, the electronic mail is in an HTML format.

  According to a seventh aspect of the present invention, in any one of the first to fifth aspects, the electronic mail is in a text format.

  According to an eighth aspect of the present invention, in any one of the first to seventh aspects, the identifier is an ID included in a cookie stored in the information terminal.

  According to a ninth aspect of the present invention, in any one of the first to eighth aspects, a record indicating that the content of the electronic mail is displayed is generated by a web beacon.

  According to a tenth aspect of the present invention, in any one of the second to ninth aspects, the distribution step is performed according to any of an equality evaluation model, an initial evaluation model, a previous evaluation model, and an initial / immediate evaluation model. The contribution is distributed.

  An eleventh aspect of the present invention is a program for causing a computer to execute each step of the effect measurement method according to any one of the first to tenth aspects.

  According to a twelfth aspect of the present invention, there is provided an Internet advertising effectiveness measuring apparatus for conversion in the real world, wherein an e-mail is sent to an e-mail address obtained from a visitor to a real world venue. A transmitting means for transmitting, a record indicating that the content of the e-mail is displayed at the information terminal that has received the e-mail, and a receiving means for receiving the identifier of the information terminal; and the information terminal specified by the identifier Effect measurement comprising extraction means for extracting conversion path data of Internet advertisements that have been contacted in the past, and distribution means for analyzing the extracted conversion path data and distributing the respective contributions of Internet advertisements that have been contacted in the past Device.

  According to a thirteenth aspect of the present invention, in the twelfth aspect, the transmission unit is a mail server, and the reception unit is a totaling server separate from the transmission unit.

  According to a fourteenth aspect of the present invention, there is provided an effect measurement system for Internet advertising for conversion in the real world, comprising the effect measurement device according to the twelfth or thirteenth aspect and the information terminal. It is a measurement system.

  According to the present invention, for an e-mail address acquired from a visitor to a real-world venue, an information terminal used by the visitor is identified by sending an e-mail, thereby targeting conversion in the real world. It is possible to provide an effect measurement method, an effect measurement device, and an effect measurement system for an internet advertisement.

It is a figure which shows the structure of the effect measurement system which concerns on one Embodiment of this invention.

  Hereinafter, embodiments of the present invention will be described in detail. As an example of real estate sales, the present invention extends to Internet advertising in general where conversion is a real-world behavior. Therefore, in addition to the model room, various real world venues are assumed.

  FIG. 1 shows a configuration of an effect measurement system according to an embodiment of the present invention. The effect measurement system 100 includes a mail server 110, an aggregation server 120, and a visitor information terminal 130 (PC or the like). Examples of the information terminal 130 include a personal computer (PC), a notebook PC, a smartphone (a portable terminal capable of various functions other than a call function), a conventional feature phone, a tablet, and the like.

  The mail server 110 sends an HTML-format e-mail 200 in the form of, for example, Thanks mail to the e-mail address acquired from the visitor (step S101).

  When the electronic mail 200 is received by the information terminal 130 and opened, the information terminal 130 displays the electronic mail 200 and the identifier 131 of the information terminal 130 using the cookie, for example, from the information terminal 130 to the aggregation server 120. A record 132 indicating that this has occurred is transmitted (step S102). When using a cookie, more precisely, a cookie including an ID is assigned to the information terminal 130 for each web browser and stored. The record 132 may be generated by a web beacon, for example.

  Since the browsing data on which information terminal has browsed the Internet advertisement published by the advertiser is recorded using the technology such as cookie, web beacon, etc., at any time in the aggregation server 120, the ID in the cookie, etc. By specifying the information terminal 130 by the identifier 131, it is possible to extract conversion path data indicating what kind of advertising medium the information terminal 130 has contacted until the conversion of the model room coming. For example, the tabulation server 120 records data as shown in Table 1 on the storage medium 121 such as a hard disk for each Internet advertisement published by the advertiser.

  For example, the number of times of display can be summed up by using a script technology described in JavaScript (registered trademark) in HTML called a web beacon or tag.

  The number of clicks can be totaled by using the effect measurement URL.

  The inflow source, time, etc. can be totaled by cookie together with the identifier 131.

  When the aggregation server 120 extracts and acquires the conversion path data of the information terminal 130 (step S103), the aggregation server 120 analyzes it according to the attribution model that determines the distribution of contribution (step S104). For example, when a visitor who uses the information terminal 130 has converted through the route of an advertisement A, an advertisement B, an advertisement C, an advertisement D, and a model room visit, an equality evaluation model that evenly evaluates and distributes the contribution degree. If adopted, it can be evaluated that each of the advertisement A, the advertisement B, the advertisement C, and the advertisement D contributed to 0.25 conversions. For example, for the advertisement C, the CPA of the advertisement C can be calculated by dividing the advertising cost of the advertisement C by the number of conversions thus aggregated. In addition to the equality evaluation model, the attribution model includes an initial evaluation model that evaluates the first time higher than before, an immediate evaluation model that evaluates an advertisement immediately before conversion higher than before, an initial evaluation model before the first time, immediately before, and between It is possible to use the first and last evaluation models that are highly evaluated.

  As described above, according to the effect measurement system of the present invention, by specifying an information terminal used by a visitor by sending an email to an email address acquired from a visitor to a real world venue. , And measure the effectiveness of Internet advertising for real-world conversions. Therefore, it is possible to concentrate a budget on an advertisement having a high contribution to conversion.

  In the effect measurement system 100 of FIG. 1, the mail server 110 and the aggregation server 120 are separate servers. However, these servers may be configured by a single server or by three or more servers. May be. In addition, although the conversion path data acquisition (S103) and attribution analysis (S104) have been described as being performed by the aggregation server 120, separate servers may be provided for these processes. In other words, the mail server 110 and the aggregation server 120 described above transmit the electronic mail 200 to the information terminal 130 and the conversion path of the information terminal 130 based on the information received from the information terminal 130 in the effect measurement system 100. If it functions as the effect measuring apparatus 300 for extracting data, various configurations can be adopted. The effect measurement apparatus 300 can be operated according to one or a plurality of programs for causing the apparatus to execute steps S101 to S104.

  In the above description, the e-mail 200 is in the HTML format. However, when the information terminal 130 cannot display the e-mail in the HTML format or is set not to display, the e-mail 200 is displayed as a text mail. The In this case, when a visitor using the information terminal 130 clicks the link described in the text mail, the identifier 131 of the information terminal 130 and the information terminal 130 click the link in the email 200 to A record 132 ′ indicating that the contents of 200 have been displayed is transmitted (step S102 ′). The subsequent processing in the aggregation server 120 is the same.

  Also, although the above description has dealt with examples using cookie and web beacons, it should be noted that it is not intended to limit the scope of using these techniques.

DESCRIPTION OF SYMBOLS 100 Effect measuring system 110 Mail server 120 Total server 121 Storage medium 130 Visitor's information terminal 200 E-mail 300 Effect measuring device

Claims (14)

A method for measuring the effectiveness of Internet advertising for real-world conversions,
A sending step for sending an email to an email address obtained from a visitor to a real-world venue;
An effect measurement method comprising: a record indicating that the content of the electronic mail is displayed at the information terminal that has received the electronic mail; and a receiving step of receiving an identifier of the information terminal. An extraction step of extracting conversion path data of an Internet advertisement contacted by the information terminal identified by the identifier in the past;
The method according to claim 1, further comprising a distribution step of analyzing the extracted conversion path data and distributing each contribution degree of the Internet advertisement that has contacted the past.   3. The extraction step according to claim 2, wherein in the extraction step, the computer extracts the conversion path data from the browsing data of the Internet advertisement recorded in a recording medium included in the computer by using the identifier as a key. Effect measurement method.   The effect measurement method according to claim 1, wherein the venue is a model room for real estate.   The effect measurement method according to claim 2, wherein the Internet advertisement contacted in the past includes any one of a text advertisement, a display advertisement, a tie-up advertisement, and an e-mail advertisement.   The effect measurement method according to claim 1, wherein the electronic mail is in an HTML format.   The effect measurement method according to claim 1, wherein the electronic mail is in a text format.   The effect measuring method according to claim 1, wherein the identifier is an ID included in a cookie stored in the information terminal.   9. The effect measurement method according to claim 1, wherein the record indicating that the content of the e-mail is displayed is generated by a web beacon.   The effect according to any one of claims 2 to 9, wherein the distribution step distributes the contribution degree according to any one of a uniform evaluation model, an initial evaluation model, a previous evaluation model, and an initial / immediate evaluation model. Measuring method. The program for making a computer perform each step of the effect measurement method in any one of Claims 1 thru | or 10. Internet advertising effectiveness measurement device for real-world conversions,
A transmission means for sending an email to an email address obtained from a visitor to a real world venue,
Receiving means for receiving a record indicating that the content of the e-mail has been displayed in the information terminal that has received the e-mail and an identifier of the information terminal;
Extraction means for extracting conversion path data of an Internet advertisement contacted in the past by the information terminal specified by the identifier;
An effect measurement apparatus comprising: a distribution unit that analyzes the extracted conversion path data and distributes the contribution degree of each of the Internet advertisements contacted in the past. The transmission means is a mail server;
The effect measuring apparatus according to claim 12, wherein the receiving unit is a totaling server separate from the transmitting unit. An internet advertising effectiveness measurement system for real-world conversions,
The effect measuring device according to claim 12 or 13,
An effect measurement system comprising the information terminal.

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