JP2018156336A - Information providing device, information providing method, and information providing program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an information providing device for providing an appropriate service to an exhibitor.SOLUTION: An information providing device includes an acquisition unit, an evaluation unit, and a proposal unit. The acquisition unit acquires activity information including an index relating to a search activity of a user until a detailed screen of a product is displayed. The evaluation unit evaluates, based on the index acquired by the acquisition unit, the search activity for the product. The proposal unit proposes, based on the evaluation result of the evaluation unit, a product sales activity to a store dealing with the product.SELECTED DRAWING: Figure 3

Description

  The present invention relates to an information providing apparatus, an information providing method, and an information providing program.

  2. Description of the Related Art In recent years, with the rapid spread of the Internet, sales via the Internet have become popular. For example, there is provided a technology for selling products to EC (Electronic Commerce) sites and selling the products to users.

  For example, extract sales activity issues based on the user's behavior from when the product details screen is displayed until the product is purchased, and propose sales activities to stores that handle products based on the extracted issues. Techniques to perform are provided (see, for example, Patent Document 1).

JP 2003-108863 A

  However, in the above-described conventional technology, there is a possibility that no problem is extracted for the sales activity until the detailed screen of the product is displayed, and an appropriate improvement measure cannot be proposed to the store. For this reason, conventionally, there has been room for improvement in terms of providing an appropriate service to a store as an exhibitor.

  The present application has been made in view of the above, and an object thereof is to provide an information providing apparatus, an information providing method, and an information providing program capable of providing an appropriate service to an exhibitor.

  The information providing apparatus according to the present application includes an acquisition unit that acquires behavior information including an index related to a user's search behavior until a detailed screen of the product is displayed, and a search behavior for the product based on the index acquired by the acquisition unit. An evaluation unit to be evaluated, and a proposal unit that proposes a sales activity of a product to a store that handles the product based on an evaluation result of the evaluation unit.

  According to one aspect of the embodiment, there is an effect that an appropriate service can be provided to the exhibitor.

FIG. 1 is a diagram illustrating an example of an information providing process according to the embodiment. FIG. 2 is a diagram illustrating a configuration of the information providing system according to the embodiment. FIG. 3 is a block diagram illustrating a configuration of the information providing apparatus according to the embodiment. FIG. 4 is a diagram illustrating an example of product information according to the embodiment. FIG. 5 is a diagram illustrating an example of behavior information according to the embodiment. FIG. 6 is a diagram illustrating an example of proposal information according to the embodiment. FIG. 7 is a diagram illustrating an example of a score calculation method according to the embodiment. FIG. 8 is a diagram illustrating an example of content proposed by the proposing unit according to the embodiment. FIG. 9 is a flowchart illustrating a processing procedure of a proposal process executed by the information providing apparatus according to the embodiment. FIG. 10 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the information providing apparatus.

  Hereinafter, a mode for carrying out an information providing apparatus, an information providing method, and an information providing program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. In addition, the information providing apparatus, the information providing method, and the information providing program according to the present application are not limited by this embodiment. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted.

(Embodiment)
[1. (Information provision processing)
First, an example of information provision processing according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of an information providing process according to the embodiment. In FIG. 1, screens W <b> 1 to W <b> 3 displayed on the user terminal 100 when a purchasing user U <b> 1 (hereinafter simply referred to as a user U <b> 1) purchases a product or service (hereinafter collectively referred to as “product”). A part of the transition is shown.

  The screen W1 is a screen for inputting a search query (hereinafter referred to as a search input screen W1). The search input screen W1 includes an area in which the user U1 inputs a predetermined search keyword, an area in which buttons for selecting categories classified by product type are arranged, and the like.

  The screen W2 is a screen showing a search result corresponding to the search query designated by the user U1 on the screen W1 (hereinafter referred to as a search result screen W2). The search result screen W2 includes an area where a list of products corresponding to the search query is displayed. In the product area of the search result screen W2, a product image, a product headline, a sales price, and the like are displayed.

  The screen W3 is a screen showing details of a specific product designated by the user from the product list displayed on the screen W2 (hereinafter referred to as a detail screen W3). The detail screen W3 includes an area in which product information indicating details of a specific product is displayed. On the detail screen W3, for example, a product image, a product headline, a sales price, a detailed sentence explaining the product, and the like are displayed. Further, for example, a purchase button for purchasing a product is displayed on the detailed screen W3, and when the user operates the purchase button, a purchase screen (not shown) on which a product destination, a payment method, and the like are displayed. Transition to.

  Here, the conventional information providing apparatus acquires the behavior information of the user from when the detailed screen of the product is browsed until the purchase of the product, and based on the acquired behavior information, measures for improving sales activities for the store, etc. Had made a proposal. For example, in the past, by calculating the percentage of users who actually purchased a product among the users who viewed the product detail screen, we have proposed a measure for improving sales activities from viewing the detail screen to purchasing the product. It was.

  However, conventionally, for example, there is a possibility that the cause cannot be specified when the number of times the detailed screen of the product is viewed is small. In other words, there is a possibility that the problem of sales activities until the detailed screen of the product is displayed cannot be extracted, and an appropriate improvement measure cannot be proposed to the store. Thus, conventionally, there is room for improvement in terms of providing appropriate services to the store.

  Therefore, the information providing apparatus 1 according to the embodiment acquires the search behavior of the user U1 until the product detail screen W3 is displayed, and evaluates the search behavior for the product.

  Specifically, the information providing apparatus 1 according to the embodiment receives a query corresponding to the screens W1 to W3 from the user U1 by a user operation on each of the screens W1 to W3 (step S11). For example, when there is a user operation on the search input screen W1, the information providing apparatus 1 receives a search query corresponding to the user operation.

  Further, for example, the information providing apparatus 1 accepts a designation query corresponding to a designation operation when a product designation operation is performed on the search result screen W2. Further, for example, when the user U1 performs a purchase operation on the detail screen W3, the information providing apparatus 1 receives a purchase query corresponding to the purchase operation.

  Subsequently, the information providing apparatus 1 according to the embodiment transmits a result corresponding to the accepted query to the user terminal 100 (step S12). For example, the information providing apparatus 1 transmits a search result screen W2 corresponding to the search query specified on the search input screen W1. Further, for example, the information providing apparatus 1 transmits a product detail screen W3 corresponding to the specified query specified on the search result screen W2.

  Subsequently, the information providing apparatus 1 according to the embodiment acquires behavior information including an index related to the search behavior of the user U1 until the product detail screen W3 is displayed (step S13). In the example illustrated in FIG. 1, the information providing apparatus 1 includes “imps (impression)”, “CTR (Click Through Rate)”, “PV (Page View)”, “UU (Unique User)”, “CVR (Conversion Rate)”. ) ”Etc.

  “Imps” is an impression and indicates the number of times the specific product is displayed on the search result screen W2. “CTR” is a click-through rate, and indicates the ratio of the number of clicks on a specific product on the search result screen W2 with respect to “imps”. “PV” indicates the number of times the detailed screen W3 of the specific product is displayed.

  “UU” indicates the number of users who have visited the detailed screen W3 of the specific product. For example, even if one user views the same detail screen W3 ten times, “UU” counts “1”. “CVR” is a conversion rate, and indicates the purchase amount (or the number of purchases) of a product for “PV” or “UU”.

  In the example of FIG. 1, the information providing apparatus 1 calculates a “score” based on an index included in the acquired behavior information, which will be described later with reference to FIG. 7.

  Subsequently, the information providing apparatus 1 according to the embodiment evaluates the search behavior for the product based on the acquired index (step S14). For example, the information providing apparatus 1 calculates the average value of each index for other products having the same “score”, and evaluates the magnitude relationship between the average value of the other product and the index of the specific product. Details of the evaluation method will be described later.

  Subsequently, the information providing apparatus 1 according to the embodiment proposes a sales activity for the product to the store that handles the product based on the evaluation result (step S15). For example, it is assumed that “imps” of wine A handled by the store A is less than the average value.

  The information providing apparatus 1 notifies the store A of an evaluation result indicating that “imps” of the wine A is less than the average value, and proposes improvement of sales activities for increasing “imps”, for example. In the example shown in FIG. 1, the information providing apparatus 1 makes a proposal such as “appropriate search keyword is not included in the product information” to the manager M1 of the store A.

  Then, the vendor terminal 10 according to the embodiment displays the proposal content transmitted from the information providing apparatus 1 on the screen (step S16). The display on the screen of the seller terminal 10 shown in FIG. 1 is an example, and the display is not limited to this. For example, a link for accessing the product information of wine A may be pasted.

  As described above, according to the information providing apparatus 1 according to the embodiment, it is possible to extract issues for sales activities until the product detail screen W3 is displayed, and it is possible to propose an appropriate improvement measure for the store. Therefore, the information providing apparatus 1 according to the embodiment can provide an appropriate service to the store.

[2. Information providing system)
Next, the information providing system S including the information providing apparatus 1 will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration of the information providing system S according to the embodiment. As shown in FIG. 2, the information providing system S according to the embodiment includes an information providing apparatus 1, a plurality of sales terminal 10-1 and 10-2, and a plurality of user terminals 100-1 and 100-. 2 is included.

  These various devices are communicably connected via a network N by wire or wireless. In the following description, when the plurality of sales terminal 10-1 and 10-2 and the plurality of user terminals 100-1 and 100-2 are described without particular distinction, Describe.

  The information providing device 1 is a server device that provides product information related to products to the user U1 and accepts purchases of products from the user U1. For example, the information providing apparatus 1 provides product information, accepts product purchases, and the like via a predetermined website (EC site). That is, the information provision apparatus 1 is an apparatus corresponding to a shopping server.

  Moreover, the information provision apparatus 1 acquires the behavior information containing the parameter | index regarding a user's behavior based on the query transmitted from the user terminal 100, and evaluates the user's behavior with respect to goods based on the acquired behavior information. Moreover, the information provision apparatus 1 produces | generates the proposal content regarding the sales activity of goods based on an evaluation result, and transmits to the sales origin terminal 10 which the store concerned becomes a target.

  The seller terminal 10 is an information processing device used by the manager M1 of the store A who is a seller. The vendor terminal 10 is realized by, for example, a smartphone, a tablet terminal, a notebook PC, a desktop PC, a mobile phone, a PDA, or the like.

  For example, the seller terminal 10 transmits product information related to the product in accordance with an instruction from the manager M1 of the store A, thereby adding a product to be sold in the electronic commerce service or a ratio of the sales promotion cost of the product (promotion rate) ) Setting.

  The user terminal 100 is a terminal device used by a user. The user terminal 100 is realized by, for example, a smartphone, a tablet terminal, a notebook PC (Personal Computer), a desktop PC, a mobile phone, a PDA (Personal Digital Assistant), or the like.

  For example, the user terminal 100 displays the search input screen W1, the search result screen W2, the detail screen W3, and the like received from the information providing apparatus 1 by accessing the information providing apparatus 1 in accordance with an instruction from the user U1. Further, when the user terminal 100 receives an operation indicating purchase of a product on the detailed screen W3, the user terminal 100 receives and displays a screen and a payment screen related to the product delivery method from the information providing apparatus 1.

[3. Configuration of information providing device]
Next, the configuration of the information providing apparatus 1 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the information providing apparatus 1 according to the embodiment. As illustrated in FIG. 3, the information providing apparatus 1 includes a control unit 2, a storage unit 3, and a communication unit 4. The information providing apparatus 1 includes an input unit (for example, a keyboard and a mouse) that receives various operations from an administrator of the information providing apparatus 1 and a display unit (for example, a liquid crystal display) for displaying various types of information. You may have.

(3-1. Communication unit 4)
The communication part 4 is implement | achieved by NIC (Network Interface Card) etc., for example. The communication unit 4 is connected to the network N by wire or wirelessly, and transmits and receives information between, for example, the selling terminal 10 and the user terminal 100 included in the information providing system S.

(3-2. Storage unit 3)
The storage unit 3 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. As illustrated in FIG. 3, the storage unit 3 according to the embodiment stores product information 31, behavior information 32, and proposal information 33.

(3-2-1. Product information 31)
The product information 31 according to the embodiment is information including various types of information related to the product. FIG. 4 is a diagram illustrating an example of the product information 31 according to the embodiment. As shown in FIG. 4, the product information 31 includes items such as “store”, “product ID”, “product name”, “price”, “promotion ratio”, “content data”, and “keyword”.

  “Store” indicates a store that is a sales source of the corresponding product. The “store” may include identification information for identifying a store as a store such as a store ID. “Product ID” indicates identification information for identifying a product.

  “Product name” indicates a specific name or the like of the product. “Price” indicates the selling price (yen) of the corresponding product. “Sales promotion ratio” indicates the ratio of the sales promotion cost to the sales price of the product. The sales promotion fee is a consideration paid to the administrator of the information providing apparatus 1 from the store of the product when the product is purchased, and is calculated by multiplying the sales price by the sales promotion ratio. Note that the “sales promotion ratio” is not necessarily set, and in such a case, “0%” is input.

  “Content data” is data constituting product content, and is “image”, “headline”, and “detailed sentence” of the corresponding product as shown in FIG. For example, “Heading” and “Detailed sentence” are text data. Further, the data included in the “content data” is not limited to these, and may include, for example, audio data.

  “Keyword” is condition information for narrowing down the products corresponding to the search query, and for example, a word characterizing the product is set by the store. Further, a category (product type) to which the product belongs may be set as the “keyword”. In such a case, the information providing apparatus 1 may cause the store to select a category by presenting the category.

  For example, in FIG. 4, the seller identified by “Store A” is a product identified by the product ID “GD1”, and the product with the product name “Wine A” is sold at a price of “4,500 yen”. An example of exhibiting is shown. Further, the seller identified by “Store A” sets the sales promotion ratio “15%” and the keyword “wine” for the product GD1, and the image “aaa” displayed as the product content of the product GD1. The headline “Carefully selected!” And the detailed sentence “Exquisite red wine 3 bottles set” are shown.

  In FIG. 4, the image is indicated by a conceptual symbol, but actually, captured image data of a product is submitted. Further, although not shown, the product information 31 is link information (for example, URL: Uniform Resource Locator) to the transition destination content to be transitioned when the product content configured by the content data is selected (for example, clicked). May be included.

(3-2-2. Behavior information 32)
The behavior information 32 according to the embodiment is information including an index related to the user's behavior with respect to the product. FIG. 5 is a diagram illustrating an example of the behavior information 32 according to the embodiment. As shown in FIG. 5, the action information 32 includes “store”, “product ID”, “product name”, “imps”, “CTR”, “PV”, “UU”, “CVR”, “score”. Are included.

  For example, in the example shown in FIG. 5, the wine A of the store A is displayed 8,000 times on the search result screen W2, and it is shown that 3% of the 8,000 times the wine A was clicked. For wine A, the detailed screen W3 is displayed 200 times, indicating that 100 users have visited.

  Wine A indicates, for example, that the purchase number of wine A for 200 times (or 100 visited users) on which the detailed screen W3 is displayed is 1%. The behavior information 32 is not limited to the above, and may include various information depending on the purpose.

(3-2-3. Proposal information 33)
The proposal information 33 according to the embodiment is information including proposal contents for the store. FIG. 6 is a diagram illustrating an example of the proposal information 33 according to the embodiment. As shown in FIG. 6, the proposal information 33 includes items such as “user behavior” and “improvement item”.

  “User behavior” indicates the type of index related to user behavior from product search to purchase. “Improvement item” indicates a specific measure of the proposed content for improving the corresponding user behavior.

  For example, in the example shown in FIG. 6, in order to improve the number of times of display (imps) on the search result screen W2, specific measures such as search keyword, category, inventory status, and setting of JAN code are proposed. Yes. The proposal information 33 is not limited to the above, and various information may be included depending on the purpose.

  Returning to the description of FIG. 3, the control unit 2 is a controller, and is stored in a storage device inside the information providing device 1 by, for example, a CPU (Central Processing Unit) or an MPU (Micro Processing Unit). The various programs (corresponding to an example of the information providing program) are executed by using the RAM as a work area. The control unit 2 is a controller, and is realized by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

  As illustrated in FIG. 3, the control unit 2 includes a reception unit 21, a screen generation unit 22, an acquisition unit 23, an evaluation unit 24, and a proposal unit 25, and functions of information provision processing described below. Realize or execute the action.

(3-3. Reception unit 21)
The reception unit 21 receives various information. For example, the reception unit 21 receives a query corresponding to a user operation on the screens W <b> 1 to W <b> 3 displayed on the user terminal 100. Specifically, the reception unit 21 receives a search query including a search keyword input on the search input screen W1. Further, when a predetermined category is selected on the search input screen W1, the receiving unit 21 further receives a selection of a lower category belonging to the category.

  Moreover, the reception part 21 receives the designation | designated query which designates goods from the goods list displayed on search result screen W2. In addition, when there are a plurality of search result screens W2, the reception unit 21 receives specification of a page of the search result screen W2 to be displayed, and receives a specification query that specifies a product displayed on the specified page.

  In addition, the reception unit 21 receives a user operation on a purchase button or the like displayed on the detailed screen W3 as a purchase query. The receiving unit 21 receives a query related to a method for sending a product and a query related to a settlement method for a product scheduled to be purchased.

(3-4. Screen Generation Unit 22)
The screen generation unit 22 generates various screens. For example, the screen generation unit 22 generates a search input screen W1, a search result screen W2, and a detail screen W3. In addition, the screen generation unit 22 generates a screen for inputting a product destination, a payment screen for performing payment of the product, and the like.

(3-5. Acquisition Unit 23)
The acquisition unit 23 acquires various information. For example, the acquisition unit 23 acquires behavior information 32 including an index related to the user's behavior until a product is purchased. For example, the acquisition unit 23 acquires “imps”, “CTR”, “PV”, “UU”, and “CVR” as indices. Among these indices, “imps” and “CTR” are indices relating to the search behavior of the user until the product detail screen W3 is displayed. In addition, “PV”, “UU”, and “CVR” are indices relating to user behavior after the product detail screen W3 is displayed.

  In addition, the acquisition part 23 may acquire the number of clicks other than said parameter | index as a parameter | index regarding a user's search action until the detailed screen W3 of goods is displayed. Moreover, the acquisition part 23 may acquire the number of conversions other than said parameter | index as a parameter | index regarding a user's purchasing behavior after the detailed screen W3 of goods is displayed.

(3-6. Evaluation unit 24)
The evaluation unit 24 evaluates the user's behavior with respect to the product based on the index acquired by the acquisition unit 23. For example, the evaluation unit 24 evaluates the search behavior of the user until the product detail screen W3 is displayed among the user behavior. Further, the evaluation unit 24 evaluates the purchase behavior of the user after the product detail screen W3 is displayed.

  For example, the evaluation unit 24 calculates the average value of the indices of other products included in the category to which the product belongs, and evaluates the search behavior based on the magnitude relationship between the calculated average value of each index and the index of the product. Specifically, for example, the evaluation unit 24 determines whether the “imps” of the product is larger or smaller than the average value of “imps” of other products included in the category. Further, the evaluation unit 24 may calculate a divergence degree indicating how much (or less) the product index is larger than the average value, and include the divergence degree in the evaluation result.

  The evaluation unit 24 may set the type of product as a category, or may set the above-described “score” (see FIG. 5) as a category. Here, a method of calculating the “score” will be described with reference to FIG.

  FIG. 7 is a diagram illustrating an example of a score calculation method according to the embodiment. In the example shown in FIG. 7, the score is calculated as an integer from 1 to 10. Specifically, the score is calculated based on the values of “major classification” and “index”.

  The “major category” is determined as to which item corresponds to each index of “imps”, “clicks”, and “CV (conversion)” being 0 or 1 or more. “Number of clicks” and “CV” can be calculated from the above “CTR” and “CVR”.

  The “index” includes items such as “imps”, “CTR”, and “order amount / imps”. “Order amount / imps” can be calculated by adding “CTR” and “CVR” to the unit price (price) of the product.

  FIG. 7 shows “small”, “medium”, “large”, “low”, and “high”, and this shows the magnitude (high / low) relationship between each index and a predetermined threshold. ing. The threshold value may be a predetermined value, or a predetermined value may be received from the store as the threshold value.

  The score “1” indicates that “imps” of the product is zero. That is, the product with the score “1” has never been displayed on the search result screen W2.

  Scores “2” to “4” indicate that “imps” of the product is one or more and “clicks” is zero. That is, although the products with scores “2” to “4” are displayed on the search result screen W2, they are not selected by the user U1, and the detailed screen W3 is not displayed.

  Furthermore, the score “2” indicates that “imps” is smaller than the threshold value. The score “3” indicates that “imps” is about the same as the threshold value. The score “4” indicates that “imps” is larger than the threshold value. That is, in the range of scores “2” to “4”, the score increases as “imps” increases.

  Scores “5” to “7” indicate that “imps” of the product is one or more times, “number of clicks” is one or more times, and “CV” is zero. That is, the products with scores “5” to “7” indicate that the detailed screen W3 is displayed but the product has not been purchased.

  Furthermore, the scores “5” to “7” indicate that “imps” of the product is larger than the threshold value. The score “5” indicates that “CTR” is lower than the threshold value. The score “6” indicates that “CTR” is comparable to the threshold value. The score “7” indicates that “CTR” is higher than the threshold value. That is, in the range of scores “5” to “7”, the larger “CTR”, the higher the score.

  Scores “8” to “10” indicate that “imps” of the product is one or more times, “number of clicks” is one or more times, and “CV” is one or more. That is, products with scores “8” to “10” indicate that the product has been purchased.

  Furthermore, the scores “8” to “10” indicate that “imps” and “CTR” are larger (higher) than the threshold. The score “8” indicates that “order amount / imps” is smaller than the threshold value.

  The score “9” indicates that “order amount / imps” is approximately equal to the threshold value. The score “10” indicates that “order amount / imps” is larger than the threshold value. That is, in the range of scores “8” to “10”, the higher the “order amount / imps”, the higher the score.

  In addition, although the evaluation part 24 set the score to 1-10, the score may be an integer 9 or less or 11 or more. Further, the score is not limited to an integer. For example, the score may be expressed by a decimal number in consideration of the degree of deviation between the index value and the threshold value.

  Moreover, the evaluation part 24 may evaluate a search action using the action information 32 only for a fixed period among the action information 32 of the whole period which the acquisition part 23 acquired. Specifically, the evaluation unit 24 evaluates the search behavior based on an index related to the search behavior divided by a predetermined period among the search behaviors in all periods. The predetermined period to be divided may be, for example, the last few months, or may be a specified period from the manager M1 of the store A, for example.

(3-7. Proposal unit 25)
For example, the proposal unit 25 refers to the proposal information 33 stored in the storage unit 3 and makes various proposals to a store that handles products. For example, the proposing unit 25 proposes merchandise sales activities to a store that handles merchandise based on the evaluation result of the evaluating unit 24. For example, when the product index is smaller than the average value, the proposing unit 25 proposes an improvement in sales activity for the search behavior.

  Here, the proposal content of the proposal part 25 is demonstrated using FIG. FIG. 8 is a diagram illustrating an example of the proposal content of the proposal unit 25 according to the embodiment. FIG. 8 shows an example of a screen displayed on the seller terminal 10 owned by the manager M1 of the store A.

  Further, in the example shown in FIG. 8, a case is proposed in which improvement of sales activities of wine A and beer A handled by store A is proposed. It is assumed that wine A is evaluated that “imps” is lower than the average value of “imps” of other products in the same score. Further, it is assumed that beer A is evaluated that “CTR” is lower than the average value of “CTR” of other products in the same score.

  In wine A, the suggestion unit 25 proposes improvement items in the user action “imps” (see FIG. 6) of the proposal information 33 as specific measures for improvement. Specifically, the proposing unit 25 proposes a specific measure “an appropriate search keyword is not included in the product information” shown in FIG. 8 as the improvement item “search keyword”.

  That is, the suggestion unit 25 makes a proposal regarding the search keyword for the product. Note that “appropriate search keyword is not included” indicates that a search keyword is not included in “product name”, “content data”, or the like of the product information 31.

  The proposing unit 25 proposes a specific measure “not registered in an appropriate category” as the improvement item “category”. Further, the proposing unit 25 proposes a specific measure of “no inventory (not available for purchase)” as the improvement item “inventory status”.

  Here, “there is no stock” includes a state in which the manager M1 of the store A has not registered the stock in the information providing apparatus 1 although the stock is actually in stock. In addition, the proposing unit 25 proposes a specific measure “JAN code is not set” as the improvement item “JAN code setting”.

  In beer A, for example, the suggestion unit 25 proposes improvement items in the user behavior “CTR” (see FIG. 6) of the proposal information 33 as specific measures for improvement. Specifically, the proposing unit 25 proposes a specific measure that “the product image does not convey the appeal of the product” as the improvement item “product image”. That is, the proposing unit 25 proposes a change of the product image of the product displayed on the search result screen W2.

  In addition, the proposing unit 25 proposes a specific measure that “the appeal of the product is not transmitted by the product information displayed in the search result” as the improvement item “product description”. In addition, the proposing unit 25 proposes a specific measure that “the price (including points) is higher than that of the other company's product” as the improvement item “price (including points)”.

  In addition, the proposing unit 25 proposes a specific measure that “is displayed with a keyword different from the customer's intention” as the improvement item “product keyword”. In addition, the proposing unit 25 proposes a specific measure “improvement of product review / low number of reviews” as the improvement item “evaluation of product review”.

  Further, the proposing unit 25 proposes a specific measure that “the postage is charged (or free shipping with conditions)” as the improvement item “postage”. The “conditional free shipping” indicates that the shipping fee is free when a certain condition such as the purchase amount of the user U1 is equal to or larger than a predetermined amount is satisfied. In addition, the proposing unit 25 proposes a specific measure that “the appeal of the product is not transmitted by the product name” as the improvement item “product name”.

  The specific measure shown in FIG. 8 is an example, and can be arbitrarily changed by, for example, the administrator of the information providing apparatus 1.

  Further, the proposal unit 25 has proposed improvement of sales activities for search behavior when the product index is smaller than the average value, but the target of improvement proposals for sales activities is arbitrarily set based on the average value. It's okay. For example, the suggestion unit 25 may propose improvement of sales activities even when the index of the product is the same as or slightly higher than the average value.

  Further, for example, when the product index is significantly higher than the average value, the proposing unit 25 makes a proposal that applies to the sales activity of other products handled by the store using the sales activity of the product as a model. You may go.

[4. Processing procedure)
Next, the procedure of the proposal process executed by the information providing apparatus 1 according to the embodiment will be described with reference to FIG. FIG. 9 is a flowchart illustrating the procedure of the proposal process executed by the information providing apparatus 1 according to the embodiment.

  As illustrated in FIG. 9, first, the acquisition unit 23 of the information providing apparatus 1 acquires action information 32 including an index related to a user's search action until the product detail screen W3 is displayed (step S101).

  Subsequently, the evaluation unit 24 calculates a score related to the sale of the product based on the index acquired by the acquisition unit 23 (step S102). Subsequently, the evaluation unit 24 calculates the average value of each index of other products in the category to which the product belongs, for example, the category with the same score (step S103).

  Subsequently, the evaluation unit 24 evaluates the magnitude relationship between the product index and the average value, and determines whether there is an index smaller than the average value (step S104). Subsequently, when the evaluation unit 24 determines that there is an index smaller than the average value (step S104; Yes), the suggestion unit 25 proposes improvement of sales activities to a store that handles products of such an index ( Step S105), the process is terminated.

  On the other hand, in step S104, the proposal part 25 complete | finishes a process, when it determines with there being no parameter | index smaller than an average value by the evaluation part 24 (step S104; No).

[5. effect〕
As described above, the information providing apparatus 1 according to the embodiment includes the acquisition unit 23, the evaluation unit 24, and the proposal unit 25. The acquisition unit 23 acquires behavior information 32 including an index related to the search behavior of the user U1 until the product detail screen W3 is displayed. The evaluation unit 24 evaluates the search behavior for the product based on the index acquired by the acquisition unit 23. The proposing unit 25 proposes merchandise sales activities to a store that handles merchandise based on the evaluation result of the evaluating unit 24.

  As a result, the information providing apparatus 1 according to the embodiment can extract issues even for sales activities until the product detail screen W3 is displayed, and can propose appropriate improvement measures for the store. An appropriate service can be provided.

  Further, in the information providing apparatus 1 according to the embodiment, the evaluation unit 24 calculates an average value of indexes of other products included in the category to which the product belongs, and performs a search based on a magnitude relationship between the average value and the indexes of the products. Evaluate behavior.

  Thereby, since the information provision apparatus 1 which concerns on embodiment becomes possible relative evaluation with another goods, it can propose a more exact improvement plan with respect to a store.

  In the information providing apparatus 1 according to the embodiment, the evaluation unit 24 calculates a score related to the sale of the product based on the index, and evaluates the search behavior based on a category including other products with the same score.

  Thereby, since the information provision apparatus 1 which concerns on embodiment can extract the subject with the goods with which the condition of a user's search action was similar, it can propose a more exact improvement plan with respect to a store.

  Further, in the information providing apparatus 1 according to the embodiment, the acquisition unit 23 displays the number of times the product is displayed on the search result screen W2 (imps) and the product on the search result screen W2 with respect to the number of display times as an index related to the search behavior. The action information 32 including at least one of the ratio of clicks (CTR) is acquired.

  Thereby, since the information provision apparatus 1 which concerns on embodiment can include the step in which a user searches for goods in evaluation, it can propose an appropriate improvement measure with respect to a store.

  In the information providing apparatus 1 according to the embodiment, the evaluation unit 24 evaluates the search behavior based on the number of times the product is displayed on the search result screen W2 and the average value of the number of times displayed. The suggestion unit 25 proposes an improvement related to the search keyword for the product when the display count is smaller than the average value.

  Thereby, the information provision apparatus 1 which concerns on embodiment can improve the frequency | count of display to the search result screen W2 of goods by improving the search keyword of the product information 31 with respect to a store.

  In the information providing apparatus 1 according to the embodiment, the evaluation unit 24 performs a search action based on the ratio of the number of clicks on the product on the search result screen W2 with respect to the display count and the average value in the ratio of the number of clicks. evaluate. When the ratio of the number of clicks is smaller than the average value, the proposing unit 25 proposes changing the product image of the product displayed on the search result screen W2.

  Thereby, the information provision apparatus 1 which concerns on embodiment can improve the ratio of the number of clicks with respect to the goods on search result screen W2 by improving the goods image of goods information 31 with respect to a store.

  In the information providing apparatus 1 according to the embodiment, the acquisition unit 23 obtains the number of times the product detail screen W3 is displayed (PV), the number of users who visited the detail screen W3 (UU), and the product conversion rate ( Action information 32 including at least one of CVR) is acquired.

  Thereby, since the information provision apparatus 1 which concerns on embodiment can include the stage from a user searching for goods until it purchases in evaluation, it can propose an appropriate improvement measure with respect to a store.

  Moreover, in the information providing apparatus 1 according to the embodiment, the evaluation unit 24 evaluates the search behavior based on an index related to the search behavior divided by a predetermined period among the search behaviors in all periods.

  As a result, the information providing apparatus 1 according to the embodiment can narrow down the period for which the manager of the store is to be evaluated, and thus can propose a more specific improvement measure with respect to the store.

[6. program〕
Further, the information providing apparatus 1 according to the above-described embodiment is realized by a computer 1000 having a configuration as shown in FIG. 10, for example. FIG. 10 is a hardware configuration diagram illustrating an example of a computer 1000 that implements the functions of the information providing apparatus 1. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

  The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400 and controls each unit. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

  The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. The communication interface 1500 receives data from other devices via the network N and sends the data to the CPU 1100, and transmits data generated by the CPU 1100 to other devices via the network N.

  The CPU 1100 controls an output device such as a display and a printer and an input device such as a keyboard and a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. Further, the CPU 1100 outputs the generated data to the output device via the input / output interface 1600.

  The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads such a program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. Etc.

  For example, when the computer 1000 functions as the information providing apparatus 1 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 2 by executing a program loaded on the RAM 1200. The HDD 1400 stores data in the storage unit 3. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them, but as another example, these programs may be acquired from other devices via the network N.

  As described above, some of the embodiments of the present application have been described in detail with reference to the drawings. However, these are merely examples, and various modifications, including the aspects described in the disclosure section of the invention, based on the knowledge of those skilled in the art, It is possible to implement the present invention in other forms with improvements.

[7. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified. For example, the various types of information illustrated in each drawing is not limited to the illustrated information.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured.

  In addition, the processes described in the above-described embodiments can be appropriately combined within a range that does not contradict the processing contents.

  Moreover, the above-mentioned “section (module, unit)” can be read as “means”, “circuit”, and the like. For example, the acquisition unit 23 can be read as acquisition means or an acquisition circuit.

DESCRIPTION OF SYMBOLS 1 Information provision apparatus 2 Control part 3 Memory | storage part 4 Communication part 10 Sales origin terminal 21 Reception part 22 Screen generation part 23 Acquisition part 24 Evaluation part 25 Proposal part 31 Product information 32 Behavior information 33 Proposal information 100 User terminal

Claims (10)

An acquisition unit for acquiring behavior information including an index related to a user's search behavior until a product details screen is displayed;
An evaluation unit that evaluates the search behavior for the product based on the index acquired by the acquisition unit;
An information providing apparatus comprising: a proposal unit that proposes a sales activity of the product to a store that handles the product based on an evaluation result of the evaluation unit. The evaluation unit is
The average value of the index of other products included in the category to which the product belongs is calculated, and the search behavior is evaluated based on a magnitude relationship between the average value and the index of the product. 1. The information providing apparatus according to 1. The evaluation unit is
The information providing apparatus according to claim 2, wherein a score related to the sale of the product is calculated based on the index, and the search behavior is evaluated based on the category including the other product having the same score. The acquisition unit
As the index related to the search behavior, the behavior information including at least one of the number of times the product is displayed on the search result screen and the ratio of the number of clicks on the product on the search result screen with respect to the display frequency is acquired. The information providing apparatus according to claim 2 or 3, wherein The evaluation unit is
Evaluating the search behavior based on the display count and the average value of the display count;
The proposal section
The information providing apparatus according to claim 4, wherein when the number of times of display is smaller than the average value, an improvement regarding a search keyword for the product is proposed. The evaluation unit is
Evaluating the search behavior based on the percentage of clicks and the average of the percentage of clicks;
The proposal section
6. The information providing apparatus according to claim 4, wherein when the ratio of the number of clicks is smaller than the average value, a change of a product image of the product displayed on the search result screen is proposed. The acquisition unit
The behavior information including at least one of the number of times the detailed screen of the product is displayed, the number of users who visit the detailed screen, and the conversion rate of the product is acquired. The information provision apparatus as described in any one of -4. The evaluation unit is
The information providing apparatus according to any one of claims 1 to 4, wherein the search behavior is evaluated based on the index related to the search behavior divided by a predetermined period among the search behaviors in all periods. . An information providing method executed by the information providing apparatus,
An acquisition step of acquiring behavior information including an index related to a user's search behavior until a product details screen is displayed;
An evaluation step of evaluating the search behavior for the product based on the index acquired by the acquisition step;
And a proposal step of proposing a sales activity of the product to a store that handles the product based on an evaluation result of the evaluation step. An acquisition procedure for acquiring behavior information including an index related to a user's search behavior until the product details screen is displayed;
An evaluation procedure for evaluating the search behavior for the product based on the index acquired by the acquisition procedure;
An information providing program for causing a computer to execute a proposal procedure for proposing a sales activity of the product to a store handling the product based on an evaluation result of the evaluation procedure.

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