JP2015194843A - Computing for affiliate advertisement for tracking shopping behavior in advertisement related real shop concerning customer who has viewed advertisement by using point card issued by retail shop - Google Patents

Abstract

PROBLEM TO BE SOLVED: To confirm that a person who has viewed affiliate advertisements does shopping in an advertisement related real shop by using a point card issued by a retail shop in a tracking manner.SOLUTION: An advertisement result telegraphic message is created on the basis of campaign applicant record and a card number shopping information telegraphic message whose point card numbers match, and reported to an affiliate management system. In the affiliate management system, the combination of advertisement guidance record and the advertisement result telegraphic messages whose tracking keys match is extracted. Thus, it is possible to grasp a fact that a user who has viewed advertisements carried by a certain advertisement medium site has applied for an advertisement related campaign, and done shopping in a real shop.

Description

  The present invention is intended to guide a person who saw an advertisement posted on an advertisement medium site to an advertiser site, and to guide purchase behavior at an actual store by guidance on the advertiser site. O2O) oriented affiliate advertising computing.

  In particular, the present invention is characterized by computing that uses a point card issued by a retail store to tracely confirm that a person who has seen an affiliate advertisement purchases at an advertisement-related actual store. Have

=== A well-known invention of O2O-oriented affiliate advertisement ===
Japanese Patent No. 4097682 describes in detail a representative invention of a O2O-oriented affiliate advertisement “pay-per-visit advertisement system”. In this invention, a user who visits an actual store displays an advertiser page via a banner advertisement on his mobile terminal and selects a store visit button on the page, thereby using a GPS function of the mobile terminal, With other mechanisms, the ad management system confirms that the user is in the advertiser's actual store, and then gives the user benefits such as coupons and points, and also pays the banner ad publisher a success fee Do computing to pay.

  This method is extremely effective as a technique for obtaining confirmation that the person who saw the advertisement is in the actual store. However, at the storefront of the actual store, the process of the user displaying the advertiser page via banner advertisement on their mobile terminal and selecting the store visit button is indispensable. It is inconvenient in terms of forcing, and the service application range is narrow, and a person who does not have a portable terminal and comes to shop cannot receive services.

  An invention of an O2O-oriented affiliate advertisement similar to the above using a user's mobile terminal is described in Japanese Patent No. 5210707 “Mobile Affiliate Tracking System” acquired by the applicant. In addition, the patent No. 5355198 “Method of computing the actual store affiliate system” obtained by the applicants uses the QR code (registered trademark) information attached to the product package to make the advertisement viewer and the product purchase. An invention of an O2O-oriented affiliate advertisement that tracks a person's relevance is described.

  Each of these inventions has significant features, but there is a slight difficulty in the mechanism for tracking the relationship between the advertisement viewer and the product purchaser, leaving both the advertiser and the consumer cumbersome. .

=== Service using point cards ===
As is well known, many retailers and service providers in Japan carry out marketing using point cards. For example, a trader distributes a point card to a customer, and builds a database that associates the customer's personal information with a point card number.

  Present a point card when a customer makes a purchase and checks out at a cash register. When the cashier takes the point card to the card reader attached to the POS cash register terminal, the point card number is read into the POS system. The POS system associates the read point card number with the customer's shopping information (including product identification information and sales amount) input to the POS cash register terminal and stores it in the database. Traders have built computing systems that appropriately analyze the information stored in the database, and use the analysis results in various ways for business.

  The customer is given points according to the sales amount, and the obtained points can be used in the same manner as cash at the store of the trader or can be exchanged for some product. In order to carry out such customer service, in the merchant system, in conjunction with the POS cash register terminal, a database in which the point card number and the number of points held by the cardholder are associated with each other is sequentially updated. Point management is performed. In general, the point value (balance) is printed on a receipt handed to a customer who has finished accounting. There is also a service in which a balance corresponding to a point card number can be confirmed by accessing a predetermined site on the Internet.

=== embodiment of a point card ===
As is well known, loyalty cards are most popular with plastic cards such as credit cards with magnetic stripes, and this common loyalty card is distributed to customers at the store when shopping. Is normal. Further, point cards on which barcodes are printed and point cards in which the balance is printed on PET are also widely used, and these point cards are usually handed over at the store when shopping.

  Recently, electronic point cards similar to electronic tickets handled online are also being used. Targeting mobile devices such as mobile phones, smartphones, and tablet devices that can be connected to the Internet, an electronic point card is stored in the memory, and point card images including point card numbers and barcodes are displayed on the screen of the mobile device. It is supposed to be displayed. Also known is a type in which electronic point card data identified by a point member ID (corresponding to a point card number) is recorded on the chip for portable terminals equipped with short-range wireless communication chips such as NFC. It has been. Of course, this type of electronic point card is not obtained by handing over at a store, but is obtained by accessing and downloading a predetermined site on the Internet with a portable terminal.

  As is well known, many merchants operate at both physical stores and electronic stores, and it is also common to provide a common point service for shopping at physical stores and electronic stores. In such a point service shared by actual stores and e-shops, if the point card is a physical card that can only be received at the store, the point card is received at the store after completing the membership procedure at the Internet, A service is also known in which a point card number described on the point card can be additionally registered on the above site.

  The inventor of this application pays attention to a service using a point card that is widely implemented in many retailers and service providers, and by combining this with an affiliate advertisement, The present invention was created based on the idea that an effective O2O-oriented affiliate advertisement can be easily implemented by using a simple POS system.

=== Summary of Invention ===
For example, a company that operates a chain store-type drug store becomes an advertiser, places an advertisement on an advertising media site on the Internet through an advertising agency such as the applicant, and the person who saw the advertisement is installed in the advertiser system It is intended to lead to a campaign page like

  As is well known, a point management system is linked to a POS system of a drug store. When the point card number presented at the point of sale at a POS cash register terminal is read by a shopper at a physical store, the point management system will correspond to the point card number and the shopping information including at least the sales amount related to the transaction The attached card number shopping information message is notified from the POS system, and based on the received card number shopping information message, the database in which the point card number is associated with the point numerical value is updated.

  In the present invention, a campaign execution module is attached to the above point management system, and the campaign execution module communicates with the affiliate management system and the advertiser system as follows.

  Similar to the well-known and commonly used affiliate advertisement system, the affiliate management system intervenes in the process of directing the user terminal that has selected the advertisement posted on the advertisement medium site to the campaign page of the advertiser system. An advertisement guide record is created by associating a unique tracking key with information that can identify the advertisement.

  The campaign page explained to the user that a privilege can be obtained by performing a predetermined shopping behavior in a predetermined period at the advertiser's drug store, and was attached to the point card of the drug store as a condition for that It contains instructions that prompt you to enter a unique number. As a privilege, a general service such as a triple point presentation, a Hawaii travel gift by lottery, or a souvenir gift can be considered.

  When the user applies for the campaign application according to the explanation on the campaign page, the advertiser system is part of the tracking key (advertising record created by the affiliate management system) as well as the well-known and conventional affiliate advertisement mechanism. ) As well as the point card number entered by the user, and a campaign applicant record in which the tracking key and the point card number are associated is created on the advertiser site, and this is notified to the campaign execution module. .

  The campaign execution module collects campaign applicant records received from the advertiser site in a table and stores them in association with the campaign period. The campaign execution module then collates the card number shopping information message notified from the POS system to the point management system during the campaign period and the contents of the campaign applicant record table, and the card number having the same point card number It checks whether or not there is a combination of a shopping information message and a campaign applicant record, and if it exists, results report processing is performed.

  In the result report process, based on the campaign applicant record and card number shopping information message with the same point card number, create an advertising result message that associates the corresponding tracking key with part or all of the corresponding shopping information, Notify affiliate management system.

  Affiliate management system extracts a combination of advertisement guide record and advertisement result message with matching tracking key, so that a user who saw an advertisement posted on a certain advertising media site applies for a campaign related to the advertisement The fact that the user has made a purchase at the corresponding drug store can be grasped, and based on this fact confirmation, processing for paying the advertisement fee from the advertiser to the advertisement medium site operator is performed.

  In order to mount an additional reading terminal and tracking system on the POS cash register terminal and the POS system, a large-scale system development and a terminal introduction cost occur. According to the present invention, the POS cash register terminal and the POS system are already linked with the POS cash register terminal and the POS system. By setting up a campaign execution module in the point management system, it is not necessary to introduce additional reading terminals, it can be handled only by refurbishing the point management system, and there is no significant change in the POS register terminal staff operation change. This is a great advantage for retailers.

Configuration of basic example An embodiment adopting a common point management system Example of advertising guide record Examples of campaign applicant records Card number shopping information message example Example of advertising result message Example of shopping information

=== Computing System Configuration Example ===
A basic embodiment of the present invention is shown in FIG. The POS system 1 refers to a system that integrates all chain stores of drug stores managed by a certain trader, for example, and is connected to the POS store system 2 for each store and each POS store system 2 as is well known. POS headquarters system 3. As is well known, the POS store system 2 includes one or more POS cash register terminals, and a point card reader is attached to the POS cash register terminal.

  A point management system 4 is connected to the POS system 1. The point management system 4 may be incorporated in the computing base of the POS system 1 or may be incorporated in an external computing base connected to the POS system 1 via a communication network. As an external computing base in this case, a service provided by an external ASP, cloud, or SaaS may be used. Such a cloud company or the like may operate a plurality of point management systems 4 that contract with a plurality of companies and cooperate with the plurality of POS systems 1 respectively.

  The point management system 4 manages a database in which point card numbers are associated with point numerical values (balances). When the point card number is read at any POS cash register terminal in the system, the POS system 1 sends the point card number to the point management system 4 to inquire about the balance. In response to this, the point management system 4 transmits the balance of the corresponding number to the POS system 1, which is delivered to the corresponding POS cash register terminal.

  When a shopper at an actual store makes an account at any POS cash register terminal in the POS system 1, when the point card number is read to the cashier and the point card number is read, The point number management system 4 is notified from the POS system 1 to the point management system 4 with the card number shopping information message (FIG. 5) in which the shopping information to be included is associated with the point card number and the accounting date and time. Based on this, the point value of the corresponding point card number in the database is added. When the point card number and the point consumption information are sent from the POS system 1 to the point management system 4, the point management system 4 subtracts the point value of the corresponding point card number in the database.

  The above is an overview of the well-known and commonly used functions of the point management system 4. The present invention is characterized in that a campaign execution module 5 is provided in the point management system 4. The campaign execution module 5 of this embodiment is realized as a software module that communicates with the affiliate management system 6 and the advertiser system 7 via the Internet.

  As is well known affiliate advertisement, the advertiser has an advertisement posted on the advertisement medium site 9. There are a plurality of advertising media sites 9 with different operators on the Internet. A plurality of types of advertisements recruited from a plurality of advertisers are supplied from the advertisement distribution server to these advertisement medium sites 9. A system configuration in which the affiliate management system 6 is combined with the function of an advertisement distribution server is also known. Each advertiser operates an advertiser system 7 with a website. The affiliate management system 6 manages the registration information related to the advertisement medium site 9, the advertiser site, and the advertisement to be posted in a database.

  Assume that the advertiser in this embodiment is the chain store company of the drug store described above. The advertiser publishes a campaign page according to the main part of the present invention on a website (advertiser site) in the advertiser system 7, and an advertisement to be posted on the advertisement medium site 9 is selected by the user terminal 8. Then, the user terminal 8 is redirected to the campaign page via the affiliate eight management system 6. This is a well-known and commonly used affiliate advertisement system.

=== Generating process of advertisement induction record ===
The affiliate management system 6 intervenes in the process of guiding the user terminal 8 that has selected the advertisement posted on the advertisement medium site 9 to the campaign page of the advertiser system 7, and can identify information (advertisement medium) Site ID), information that can identify the clicked advertisement (advertise ID), click date and time, and an advertisement guide record (FIG. 3) that associates the tracking key are created and stored.

  As the tracking key, when the affiliate management system 6 can acquire an ID unique to the terminal from the user terminal 8, data of the terminal ID is included. If such a terminal ID cannot be acquired, the affiliate management system 6 generates a unique tracking key based on the advertising medium ID, the click date and time, and the like. The user terminal 8 is redirected to the campaign page of the advertiser system 7 by the URL to which the tracking key is added as a parameter. Such tracking computing is described in detail, for example, in Japanese Patent No. 4647717, and is a method that is generally practiced at present.

=== Campaign Applicant Record Generation Process ===
The campaign page explains to the user that benefits can be obtained by performing a predetermined shopping action in a predetermined period in an advertiser-managed drug store (actual store), and the user's point card number as a condition for that A description prompting the user to input is described.

  The advertiser system 7 obtains the tracking key from the user terminal 8 guided to the campaign page, obtains the point card number input from the user terminal 8 via the campaign page, A campaign applicant record (FIG. 4) in which the point card number and the application date and time are associated is created and notified to the campaign execution module. The campaign execution module 5 aggregates the campaign applicant records received from the advertiser site 7 in a table and stores them in association with the campaign period. The tracking key may be stored as a parameter as a parameter, or may be recorded in the user browser as a cookie.

=== Verification of card number shopping information message and campaign applicant record table ===
The campaign execution module 5 collates the card number shopping information message notified from the POS system 1 to the point management system 4 during the set campaign period and the contents of the campaign applicant record table, and the point card numbers match. Whether or not there is a combination of a card number shopping information message and a campaign applicant record to be performed, and if there is, a result report process is performed.

=== Result report processing ===
The result report processing is an advertisement result message in which a corresponding tracking key and a part or all of the corresponding shopping information are associated with each other based on the campaign applicant record and the card number shopping information message with matching point card numbers (FIG. 6). Is created and notified to the affiliate management system 6.

  The affiliate management system 6 collates the advertisement result message received from the campaign execution module 5 with the stored set of advertisement guidance records, identifies the combination of the advertisement result message and the advertisement guidance record with the matching tracking key, A process for paying the advertisement fee from the advertiser specified in this way to the advertisement medium site operator is performed.

  In other words, the affiliate management system 6 extracts a combination of an advertisement guide record and an advertisement result message with matching tracking keys, so that a user who has seen a certain advertisement posted on a certain advertisement medium site can execute the advertisement-related campaign. It is possible to grasp the fact that the applicant has applied and made a purchase at the corresponding convenience store, and based on this fact confirmation, a process for paying the advertisement fee from the advertiser to the advertisement medium site operator is performed.

=== Calculation of advertising expenses based on shopping information ===
As shown in FIG. 7, the shopping information in the above-described result report message includes a store ID that identifies a store, a product ID that identifies a product such as a JAN code, and a sales amount for each product that is associated with a sales quantity, The total amount may be included. Note that the product ID may include information for identifying which product category the product belongs to, in addition to the information specifying the product.

As a method of the advertising cost calculation process executed by the affiliate management system 6, there are several methods exemplified below, for example, and an appropriate method can be selected and implemented.
(A) The advertising cost is calculated by a calculation formula using the total sales amount in the shopping information as an input variable.
(B) The sales amount classified according to the product category is calculated based on the shopping information, and the advertising cost is calculated by a calculation formula using the sales amount per product category as an input variable.
(C) A specific product ID is set in advance, and when the sales amount of the specific product ID is included in the shopping information, the advertising cost is calculated by a calculation formula using the sales amount as an input variable.

  According to the method (A), the larger the total sales amount in the shopping information with privilege, the larger the advertising cost paid to the advertising medium site operator. In the method (B), it is possible to record the advertising cost in consideration of the sales profit ratio that differs for each product category. In the method (C), an advertising fee is paid only when a specific campaign product is sold (it can be associated with an advertisement promoting such a campaign product).

=== Granting benefits to users ===
The computing for granting a privilege to the user may be performed in cooperation with the campaign execution module 5 and the advertiser system 7 appropriately without being related to the affiliate management system 6. For example, the campaign execution module 5 notifies the advertiser system 7 of a message similar to the above-mentioned advertisement result message, and in response to this, the advertiser system 7 sends a free gift to the user, or enters the Hawaii travel lottery. Such processing can be performed.

  That is, one or both of the campaign execution module and the advertiser system cooperate, and based on the customer list associated with the point card number of the card number shopping information message, the point card number in the card number shopping information message It is possible to perform processing for granting a privilege to the customer.

  In addition, when the user accounts at the POS cash register terminal, it is possible to give a privilege such as a triple point presentation. That is, when the campaign execution module 5 determines that the point card number read in the accounting process belongs to the campaign applicant, the point management system 4 adds the point addition value based on the sales amount in the shopping information. When calculating, it is possible to execute processing that is three times the normal calculation.

=== Applicable to the business model of common points ===
As is well known, there is an existing business model in which a plurality of different operators cooperate to implement a common point service. In the case of this business model, as shown in FIG. 2, a POS system 1 for each business operator is connected to a common point management system 4 via a communication network. In order to apply the present invention in this embodiment, as shown in FIG. 2, a campaign execution module 5 that cooperates with an advertiser system 7 for each business operator is attached to the common point management system 4 for each business operator. The computing for the campaign may be performed as described above.

=== Other supplementary explanations ===
(1) The present invention is applicable even when the advertiser and the manager of the actual store are different. For example, the manufacturer of a product sold in a drugstore becomes the advertiser, and a campaign page linked to the advertisement says “You can get a special offer if you purchase this specific product in a drugstore of a specific brand during this period. Please enter your store card number on this page. " A business model is also established in which the advertiser (manufacturer of the product) bears the advertising expenses to be paid to the advertising medium site operator and the expenses for the privileges granted to the user.

(2) Even if the user is interested in seeing the campaign page and wants to apply for the campaign, the user may not yet have a point card. Even in such a case, the above-mentioned electronic point card is convenient because it can be obtained immediately online and then applied for a campaign.

(3) For those who want to apply for a campaign as described above but do not have a loyalty card yet, the following functions may be prepared in the advertiser system and the campaign page.

On the campaign page, a person who does not have a point card (Taro) can make a temporary application (WEB member application) to the campaign, and the advertiser system assigns a temporary number (WEB member number) to Taro who applied temporarily. assign. After that, Taro goes shopping at a physical store and first receives a point card (the above-mentioned handing), and has the point card number read at the time of payment. It is assumed that the card number shopping information message X generated at this time is stored in the point management system 4. Thereafter, when Taro enters the point card number obtained by accessing the advertiser system 7 using the temporary number (WEB member number) as a key (preparing such a reception page in the advertiser system 7), Here, a regular campaign applicant record Y is created, which is sent to the campaign execution module 5 and recorded in the table.
Thereafter, if the campaign execution module 5 adopts a computing method in which a set of stored card number shopping information telegrams and a campaign applicant record table are collated by a batch process, it is generated first. An advertisement result message is created based on the combination of the card number shopping information message X and the campaign applicant record Y generated later.

  In the present invention, the collation between the card number shopping information message and the campaign applicant record table is not limited to the batch processing as described above, but may be performed sequentially.

Claims (6)

The method specified by the following items (1) to (10).
(1) A point management system, an affiliate management system, and an advertiser system should be used in conjunction with the computing system. (2) A point management system is used by a POS cash register terminal for a shopper at an actual store. When the point card number presented at the time is read, the POS system notifies the shopping information message containing at least the sales amount related to the transaction and the card number shopping information message in association with the point card number, and the received card number (3) The point management system includes a campaign execution module, and the campaign execution module communicates with the affiliate management system and the advertiser system based on the shopping information message. (4) Affiliate The management system intervenes in the process of directing the user terminal that has selected the advertisement posted on the advertisement medium site to the campaign page of the advertiser system, and tracking specific to the information that can identify the advertisement medium site and the advertisement (5) The campaign page explains to the user that a privilege can be obtained by performing a predetermined shopping action at a predetermined actual store for a predetermined period of time. (6) The advertiser system obtains the tracking key from the user terminal guided to the campaign page, and prompts the user to enter the user's point card number as a condition for that. The point card number input from the user terminal via the page is acquired, and the tracking (7) The campaign execution module aggregates the campaign applicant records received from the advertiser site in a table. (8) The campaign execution module stores the card number shopping information message notified from the POS system to the point management system during the campaign period and the contents of the campaign applicant record table. Check if there is a combination of card number shopping information message and campaign applicant record with matching point card number, and if there is a result report process (9) The result report process is a point card Campaigns with matching numbers Based on the applicant record and card number shopping information message, create an advertisement result message that associates the corresponding tracking key with part or all of the corresponding shopping information, and notify the affiliate management system (10) Affiliate management The system compares the advertisement result message received from the campaign execution module with the stored set of advertisement guidance records, identifies the combination of the advertisement result message and the advertisement guidance record with the matching tracking key, and is identified thereby. Process to pay advertising fees from advertisers to advertising media publishers One or both of the campaign execution module and the advertiser system cooperate, and based on the customer list associated with the point card number of the card number shopping information message, the customer of the point card number in the card number shopping information message The method according to claim 1, wherein a process for granting a privilege is performed. The campaign execution module increases the point value corresponding to the corresponding point card number by a value calculated based on the shopping information in the corresponding card number shopping information message as a process of granting a privilege to the corresponding person in the campaign applicant record. Item 2. The method according to Item 1. Shopping information in the result report message includes information that can know the total sales amount,
The method according to claim 1, wherein the affiliate management system calculates an advertising cost by a calculation formula using the total sales amount as an input variable. Shopping information in the result report message includes information that can know the sales amount divided by product category,
The method according to claim 1, wherein the affiliate management system calculates an advertising cost by a calculation formula using the sales amount for each product category as an input variable. The shopping information in the result report message includes information that can know the sales amount for each product ID,
The method according to claim 1, wherein the affiliate management system calculates an advertising cost by a calculation formula using a sales amount of a specific product ID set in advance as an input variable.

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