JP6183874B2 - Electronic advertising system - Google Patents

Description

  The present invention relates to an electronic advertisement system. In particular, the present invention relates to an electronic advertising system based on behavior targeting based on various information such as a history of behavior on a user's website and information on a visit to a real store.

  Conventionally, there is an advertising method called behavioral targeting. Ads by behavioral targeting are mainly used for online shopping on the Internet. In this case, a product that is expected to attract the user's interest is extracted from the purchase history of the user, and the user is notified by e-mail or banner advertisement. In addition to the purchase history, there is also a method of performing behavior targeting based on a user's behavior on the website (for example, a search keyword or a page viewed).

  The following Patent Document 1 shows an advertising system using such behavioral targeting.

JP 2001-283099 A

  In conventional advertising systems using behavioral targeting, only user behavior on the Internet is the subject of analysis. Therefore, it is not possible to reflect what the user is actually doing.

  In particular, unlike the case of simply notifying a product such as a book as an advertisement, it is not sufficient to analyze the behavior on the Internet when making an advertisement that encourages customers to visit a certain restaurant. This is because what location the user actually uses and at what time zone the user visits the restaurant cannot be specified without determining the actual restaurant usage status. Therefore, the conventional advertising system using behavioral targeting cannot perform an advertising system based on behavioral targeting for restaurants. Or even if it can be done, it will not be highly accurate.

  Therefore, it is desired that an appropriate advertisement can be made even when a restaurant is targeted.

  In view of the above problems, the present inventor has invented an electronic advertising system that can perform electronic advertising using behavioral targeting even when targeting restaurants.

  By configuring as in the present invention, it is possible to extract a restaurant that guides the user after actually judging the restaurant that the user has actually visited and the action history on the website. This makes it possible to implement an electronic advertising system using behavioral targeting even when the user's actual behavior is greatly affected, such as a restaurant where the object to be guided is.

  You may notify the restaurant to guide based on the restaurant actually visited like this invention. This is because in the case of a restaurant, actual behavior greatly affects.

  In this way, the store visit information may be acquired and a restaurant to be guided based on the store visit information may be notified. Thereby, a restaurant near the place where the user is actually visiting can be notified. Further, since the location information is acquired not by the location information by GPS but by the store visit information, the number of floors of the building can be determined. This is because there are many restaurants in the same building.

The first invention is an electronic advertising system using behavioral targeting, wherein a portable communication terminal used by a user is brought into contact with or close to a reader installed in a restaurant, so that the store visits the restaurant. Store visit information acquisition unit for acquiring store visit information including date and time information, user identification information, and reader identification information from the portable communication terminal or reader, store visit information storage unit for storing the store visit information, and the reader A restaurant information storage unit that stores information related to a restaurant where a reading device specified by the reading device identification information is associated with identification information, store visit information stored in the store information storage unit, and the restaurant information Based on the information about the restaurant stored in the storage unit, the attribute of the user's interested restaurant is analyzed, and the corresponding restaurant is determined based on the analysis result. An analysis unit that extracts from the storage unit, and a notification unit that notifies the extracted restaurant about the guidance, and the restaurant information storage unit includes the business conditions of each restaurant and the average stay time in the business condition The store is stored, and the notifying unit identifies the business type of the restaurant currently visited by the user with reference to the restaurant information storage unit, and the store visit date and time in the new store information acquired by the store visit information acquiring unit An electronic advertisement system for notifying information about a restaurant extracted by the analysis unit after elapse of a predetermined timing calculated from information using an average stay time of the specified restaurant business type stored. is there.
In addition, the second invention is an electronic advertising system using behavioral targeting, in which a portable communication terminal used by a user is brought into contact with or in proximity to a reader installed in a restaurant, to the restaurant. Store visit date and time information, user identification information, and reading device identification information from the portable communication terminal or reading device, store visit information acquisition unit, store store information storage unit to store the store visit information, A restaurant information storage unit that stores information related to a restaurant where the reading device specified by the reading device identification information is installed in association with the reading device identification information, the store visit information stored in the store information storage unit, and the restaurant Based on the information about the restaurant stored in the store information storage unit, the attributes of the restaurant that the user is interested in are analyzed, and the corresponding restaurant is analyzed based on the analysis result. An analysis unit that extracts from the store information storage unit, and a notification unit that notifies the guide about the extracted restaurant, the notification unit from the store visit date information in the new store visit information in the store visit information acquisition unit After a predetermined timing has passed, the information about the restaurant extracted by the analysis unit is notified,
The predetermined timing is an average of time differences between the first store and the second store on the same day in the past visit information of the user, and is a timing a predetermined time before the calculated time. It is an advertising system.

  By configuring in this way, it becomes possible to notify the guidance at the timing when the user selects the next shop.

According to the present invention, an electronic advertisement system capable of performing electronic advertisement using behavioral targeting even when a restaurant is a target is possible.

It is a figure which shows typically an example of the conceptual diagram of the system configuration | structure of this invention. It is a figure which shows typically an example of the conceptual diagram of hardware constitutions, such as a server. It is a figure which shows an example of the flowchart of this invention typically. It is a figure which shows an example of a store visit information storage part typically. It is a figure which shows typically an example of a website action history information storage part. It is a figure which shows typically an example of a restaurant information storage part. It is a figure which shows an example of the analysis method. It is a figure which shows another example of the analysis method. It is a figure which shows another example of the analysis method. It is a figure which shows another example of the analysis method. It is a figure which shows another example of the analysis method. It is a figure which shows the timing of notification.

  An example of a conceptual diagram of a system configuration of the electronic advertisement system 1 of the present invention is schematically shown in FIG. In the electronic advertisement system 1 of the present invention, a management server 2 operated by a restaurant information providing company that performs electronic advertisement, a user terminal 4 used by a user, and a reading terminal installed in each restaurant are used.

  The management server 2 includes an arithmetic device 70 such as a CPU that executes arithmetic processing of a program, a storage device 71 such as a RAM and a hard disk for storing information, a display device 72 such as a display (screen), a keyboard and a pointing device ( An input device 73 such as a mouse or a numeric keypad, and a communication device 74 that transmits and receives processing results of the arithmetic device 70 and information stored in the storage device 71 via a network such as the Internet or a LAN. Each function (each unit) realized on the computer is executed when a unit (program, module, etc.) for executing the process is read into the arithmetic unit 70. When the information stored in the storage device 71 is used in the processing, each function reads the corresponding information from the storage device 71 and uses the read information for processing in the arithmetic device 70 as appropriate. FIG. 2 schematically shows an example of the hardware configuration of a computer terminal or server. Further, the processing in the computer terminal or server may have its functions distributed in a plurality of computer terminals or servers.

  Each means in the present invention is only logically distinguished in function, and may be physically or practically the same area.

  The user terminal 4 is a computer terminal or a portable communication terminal used by the user, and the management server 2 is a terminal that notifies the electronic advertisement. The portable communication terminal is a terminal having a communication function such as a mobile phone (including a smartphone) and PHS. Moreover, it is preferable that identification information (user identification information) for identifying the user is stored in the storage device of the portable communication terminal. Furthermore, it is preferable that predetermined application software is stored in the portable communication terminal.

  The reading device 3 is a terminal installed in each restaurant, and visit information indicating that a user using the portable communication terminal has visited the restaurant by contacting or approaching the portable communication terminal Is sent to the management server 2. Information that can identify the store or the reading device 3 (hereinafter collectively referred to as “reading device identification information”) is stored in the reading device 3. There are various communication methods for performing contact or non-contact communication between the reader 3 and the portable communication terminal. For example, RFID such as NFC (Near Field Communication) is an example. However, the present invention is not limited to this. The reading device 3 can be either a device that can communicate over a network such as the Internet or a device that cannot communicate over a network.

  In the case of the reading device 3 capable of communication on the network, the user identification information stored in the portable communication terminal is read, and the read user identification information, reading device identification information, and store visit date / time information are transmitted to the management server 2. The reading device 3 capable of communication over a network is a device capable of communicating over a network (for example, a POS cash register or a computer terminal) connected to the reading device 3 in addition to a communication function built into the reading device 3 itself. Etc.).

  In the case of the reading device 3 that cannot communicate over the network, the reading device identification information stored in the reading device 3 is sent to the portable communication terminal, and the user identification information, the reading device identification information, and the visit date / time information are transmitted from the portable communication terminal. Are transmitted to the management server 2.

  Further, the portable communication terminal may not have a communication function for communicating with the reading device 3. In that case, a predetermined sound (a unique sound for each reading device 3 or restaurant) is reproduced from the reading device 3. When predetermined application software (application software for performing processing to be described later) is activated on the portable communication terminal, when the portable communication terminal is brought close to the portable communication terminal, the application software recognizes the sound so that the reader 3 or The restaurant is specified, and the corresponding reader identification information is specified. Then, the reader identification information recognized by the application software of the portable communication terminal, user identification information, and store visit date / time information are sent to the management server 2.

  By performing the processing as described above, information (visit information) indicating that the store has visited the management server 2 from the reading device 3 or the portable communication terminal is sent.

  The management server 2 includes a store visit information acquisition unit 20, a store visit information storage unit 21, a website behavior history information acquisition unit 22, a website behavior history information storage unit 23, an analysis unit 24, a restaurant information storage unit 25, and a notification unit 26. have.

  The store visit information acquiring unit 20 acquires store visit information (user identification information, reader identification information, store visit date / time information) from the reading device 3 or the portable communication terminal, and stores it in the store visit information storage unit 21 described later.

  The store visit information storage unit 21 stores when each restaurant visits which restaurant, and specifically stores the reader identification information and store visit date / time information in association with the user identification information. . FIG. 4 schematically shows an example of the store visit information storage unit 21. 4 shows the case of the user visit information of the user identification information “11111”, the store visit information of other users is also stored in the same manner.

  The website action history information acquisition unit 22 is an information providing server (not shown) that provides information about a restaurant operated by the management server 2, what kind of website the user has viewed from the user terminal 4, Since the information (website action history information) is recorded, the website action history information is acquired from the information providing server and stored in the website action history information storage unit 23 described later.

  As the website action history information, for example, among the feature information of restaurants provided by the information providing server, a record of browsing a website related to a specific region or food (record of information indicating a feature, URL, etc.), search There is a record of words entered as keywords (for example, words such as regions and dishes as search keywords).

  The website behavior history information storage unit 23 stores the website behavior history information acquired by the website behavior history information acquisition unit 22 for each user identification information. FIG. 5 schematically shows an example of the website action history information storage unit 23. Although FIG. 5 shows the case of the user's website behavior history information of the user identification information “11111”, the website behavior history information of other users is also stored in the same manner.

  The analysis unit 24 stores the store visit information stored in the store visit information storage unit 21 and / or the website behavior history information storage unit 23 at a predetermined timing (for example, periodically or when the user visits a restaurant). Based on the stored website behavior history information, the behavior history of the user, the attributes of the restaurant that is estimated to be of interest to the user are analyzed, and the restaurant information storage unit described later is the restaurant having the attribute. 25.

  Various methods can be used for this analysis. For example, there are the following methods. The website behavior history information storage unit 23 includes information on browsing the website of the bar special feature as the website behavior history information of the user, and store visit information for visiting the A store in Ginza is stored as store visit information. In this case, since it is possible to specify that the user's current location is Ginza, information on bars around Ginza (particularly within a predetermined range from the A store) is extracted from the restaurant information storage unit 25. This is schematically shown in FIG.

  That is, when a user visits a restaurant, information on the location of the restaurant that visited the restaurant is specified from the restaurant information storage unit 25. Moreover, the attribute of the restaurant relevant to the keyword which the user used as a search keyword is specified based on website action history information. And based on the attribute of the specified restaurant and the location information of the restaurant where the user is visiting, the corresponding restaurant is extracted, preferably a restaurant near the location of the restaurant where the user is visiting Sort in the order of.

  There are also the following methods as analysis methods. This is schematically shown in FIG. When the user visits a restaurant, information on the location of the restaurant that visited the restaurant is specified from the restaurant information storage unit 25. Moreover, the attribute of the restaurant of the website with the most browsing frequency is specified among the websites which the user browsed based on website action history information. And based on the attribute of the specified restaurant and the information on the location of the restaurant where the user is visiting the user, the corresponding restaurant is extracted, preferably close to the location of the restaurant where the user is visiting Sort by restaurant order.

  Further, there are the following methods as analysis methods. This is schematically shown in FIG. When the user visits a restaurant, information on the location of the restaurant that visited the restaurant is specified from the restaurant information storage unit 25. Moreover, the attribute of the restaurant with the most browsing frequency is specified among the websites which the user browsed based on website action history information. For example, it is specified that the restaurant that browses Italian cuisine is browsed most frequently, that the restaurant that eats French cuisine is browsed most. And based on the attribute of the specified restaurant and the information on the location of the restaurant where the user is visiting the user, the corresponding restaurant is extracted, preferably close to the location of the restaurant where the user is visiting Sort by restaurant order.

  In addition, the following analysis methods are also available. This is schematically shown in FIG. When the user visits a restaurant, information on the location of the restaurant that visited the restaurant is specified from the restaurant information storage unit 25. Moreover, the attribute of the restaurant with the most browsing frequency is specified among the websites which the user browsed based on website action history information. Further, the attribute information of the restaurant that the user is actually visiting is specified from the reading device identification information in the store information storage unit 21. And the attribute of the most restaurant is specified among the attribute of the restaurant based on website action history information, and the attribute of the restaurant based on store visit information. And based on the attribute of the specified restaurant and the information on the location of the restaurant where the user is visiting the user, the corresponding restaurant is extracted, preferably close to the location of the restaurant where the user is visiting Sort by restaurant order. In addition, when specifying the attribute of the most restaurants using the attributes of the restaurants based on the website behavior history information and the attributes of the restaurants based on the visit information, the attributes of the restaurants based on the website behavior history information The attribute of the restaurant may be specified after multiplying the attribute of the restaurant based on the store visit information by another coefficient.

  There are also the following methods as analysis methods. This is schematically shown in FIG. When the user visits a restaurant, information on the location of the restaurant that visited the restaurant is specified from the restaurant information storage unit 25. Also, based on the website behavior history information, the attributes of restaurants related to the most recently featured website and the most visited website are identified among the websites browsed by the user. For example, restaurant attributes include restaurant location, type of cuisine (Japanese, Chinese, Italian, French, Spanish, Asian, etc.), type of restaurant (restaurant, tavern, bar, karaoke, family restaurant) Etc.), budget, and usage scene (anniversary, new year party, year-end party, etc.). And based on the attribute of the specified restaurant and the location information of the restaurant where the user is visiting, the corresponding restaurant is extracted, preferably a restaurant near the location of the restaurant where the user is visiting Sort in the order of.

  The analysis method is not limited to the above, and any method may be used. That is, it is only necessary to perform analysis using website behavior history information and / or store visit information. Moreover, a well-known method can also be used as an analysis method. Furthermore, the analysis may be performed using only the website behavior history information and the store visit information.

  The restaurant information storage unit 25 stores information about restaurants. For example, restaurant identification information for identifying a restaurant, reader identification information, restaurant name, website URL, location information, telephone number, service provided at the restaurant (menu, amount, etc.), information on coupons, etc. are stored. ing. The location information includes information such as an address, the nearest station, information in map information, and latitude / longitude information. In addition, as the address, since the reading device 3 is installed in each restaurant in the present invention, it is possible to specify the number of floors of the building. Therefore, in the case of a restaurant in a building, it is preferable that up to the floor number is included as information. FIG. 6 schematically shows an example of the restaurant identification information storage unit.

  The notification unit 26 sends the restaurant information as a result extracted by the analysis unit 24 to the user terminal 4. The timing for sending this notification may be any timing. For example, it may be sent immediately after analysis by the analysis unit 24, or may be sent at a predetermined time (for example, 1 hour and a half, 2 hours, etc.) from the visit date / time information in the visit information of the user. By sending at a timing when a predetermined time has elapsed from the date and time information of the store visit, the advertisement can be performed at the timing when the user starts to consider the next store. This increases the advertising effect.

  For example, there is a method shown in FIG. In the case of FIG. 12, the average of the time difference (time difference of the visit date / time information) between the first store and the second store on the same day among the past visit information of the user stored in the store visit information storage unit 21 is calculated. Calculated, a timing that is a predetermined timing before the calculated time (for example, if the average time difference of the visit date / time information is 1 hour 50 minutes, 30 minutes before that (1 hour 20 minutes after the visit date information) ) Or 70% of the timing (timing after 1 hour and 17 minutes from the date and time information of the store visit)). Accordingly, if the store visit date / time information is 18:30, a notification is made at 19:50.

  As another method, the business type of the restaurant the user is currently visiting is specified by referring to the restaurant information storage unit 25, and the average stay time (stored in advance) in the business type of the restaurant is specified. Based on this, notification may be made at a timing before a predetermined timing with respect to the average staying time. Furthermore, when there is an average stay time of the restaurant, the notification may be made at a timing before a predetermined timing from the average stay time.

  This notification may be performed by e-mail, or may be displayed on the website of the restaurant information providing server browsed by the user. In the former case, an e-mail is stored in advance in association with the user identification information (for example, stored in the store information storage unit 21 or a storage unit that stores other information related to the user) and is referred to. To make a notification. On the other hand, in the latter case, the notification is sent from the management server 2 to the information providing server, and the user browses the website by accessing the information providing server from the user terminal 4 after the timing when the user makes the notification in the notification unit 26. In this case, it may be displayed in a predetermined column of the website.

  Next, an example of the processing process of the present invention will be described with reference to the flowchart of FIG.

  First, the user inputs user identification information and authentication information from the user terminal 4 and logs in, and then browses a website provided by the information providing server. At this time, the website of the restaurant that attracted interest, the website related to the special feature, and the like are browsed. Note that the website related to the special feature is a website that provides information on a particular theme such as a special feature on Spanish cuisine and a special feature on Ginza, for example, by a restaurant information provider. And the record of the website browsed by the user on the information providing server is recorded for each user identification information on the information providing server. When the user wants to perform a search on the information providing server, the user inputs a search keyword. This search keyword is also recorded for each user identification information by the information providing server.

  The website behavior history information recording unit 22 of the management server 2 acquires the website behavior history information recorded in the information providing server as described above from the information providing server (S100), and stores the website behavior history information. The unit 23 stores the information in association with the user identification information (S110).

  On the other hand, when a user visits a restaurant, the portable communication terminal of the user is brought into contact with or close to the reader 3 installed in the restaurant, and the store visit information is managed from the reader 3 or the portable communication terminal. Send to 2. The store visit information sent from the reader 3 or the portable communication terminal is acquired by the store visit information acquisition unit 20 of the management server 2 (S100), and stored in the store visit information storage unit 21 in association with the user identification information (S110). .

  In addition, although the case where both website action history information and store visit information were acquired was shown above, only website action history information may be acquired or only store visit information may be acquired.

  Then, at a predetermined timing, the analysis unit 24 extracts the store visit information stored in the store visit information storage unit 21 and the website behavior history information stored in the website behavior history information storage unit 23 based on the user identification information as described above. The analysis process is executed (S120), and the restaurant notified to the user is extracted from the restaurant information storage unit 25 (S130).

  About the restaurant extracted as mentioned above, the notification part 26 notifies the user terminal 4 by an email or a website (S140). That is, there is a method of sending an e-mail including guidance about the restaurant or displaying the restaurant as a recommendation when the user accesses the website of the information providing server.

  In the above-described embodiment, the notification is given to the user at an arbitrary timing. However, for example, after the user visits a restaurant, the notification may be performed at a predetermined timing. For example, it is assumed that the user enters “Store A” at “18:30 on May 31, 2011” and causes the reading device 3 to read the portable communication terminal. In this case, the user identification information of the user, the reading device identification information of the store A, and the visit date / time information “May 31, 2011 18:30” are sent as the store visit information. This store visit information is acquired by the store visit information acquisition unit 20 of the management server 2 and stored in the store visit information storage unit 21.

  And the analysis part 24 specifies the location information of the said A store based on the reader identification information of the A store in the store visit information. For example, suppose it is “Shinjuku-ku 1-2-3 Shinjuku Building 3F”. Next, based on the website behavior history information in the website behavior history information storage unit 23 associated with the user identification information of the user, the analysis unit 24 has the latest feature information and the feature with the most browsing count. Identify information and identify attributes for restaurants. Alternatively, among the restaurants being browsed by the user, the business format of a restaurant (for example, a bar, a dart bar, a pub, karaoke, etc.) suitable for the second party, and the business format that the user browses most frequently is specified. Then, among the specified business formats (for example, izakaya), restaurants within a predetermined range (for example, 300 meters) from the location information of the store A identified above are identified and extracted by referring to the restaurant information storage unit 25. . Moreover, when extracting, it is preferable to rearrange in the order close to the location of A store. For example, the nearest restaurant is "Shinjuku-ku Shinjuku 1-2-3 XX Building 4F", the next restaurant is Shinjuku-ku Shinjuku 1-2-3 XX Building B1F, and the next closest restaurant The shop sorts like “Shinjuku-ku Shinjuku 1-3-5”. Whether or not the restaurant is near may be determined based on the location information on the straight line distance between the two stores.

  In addition, as described above, in the present invention, since the store visit information is identified by the restaurant reading device 3, it is possible to specify the floor of the building as the current position of the user. This is because the reader 3 can read the portable communication terminal to identify the restaurant where the user is currently located and its location. Therefore, when the restaurant closest to the restaurant where the user is currently located is specified, the number of floors of the building can also be considered. For example, in the case of a restaurant in a multi-tenant building, there may be a plurality of restaurants on each floor. Therefore, in determining the proximity of a restaurant, another restaurant on the same floor is the closest and then the floor closest to the floor (for example, the third floor is the fourth floor, the second floor, the first floor, If it is a floor, it can be judged on the second floor and the first basement floor).

  In addition to specifying by business type, if there is a restaurant that the user actually browsed, it may be preferentially extracted and displayed preferentially above the rearrangement.

  When the analysis unit 24 performs extraction by the method as described above, the notification unit 26 notifies the user of information on each restaurant extracted by the analysis unit 24 at a predetermined timing from the store visit date / time information. Do.

  By using the electronic advertisement system 1 as described above, the electronic advertisement system 1 capable of performing an electronic advertisement using behavioral targeting even when a restaurant is targeted is possible.

1: Electronic advertising system 2: Management server 3: Reading device 4: User terminal 20: Visit information acquisition unit 21: Visit information storage unit 22: Website action history information acquisition unit 23: Website action history information storage unit 24: Analysis Unit 25: Restaurant information storage unit 26: Notification unit 70: Computing device 71: Storage device 72: Display device 73: Input device 74: Communication device

Claims (2)

An electronic advertising system using behavioral targeting,
Visiting information including visit date / time information to the restaurant, user identification information, and reader identification information by bringing a portable communication terminal used by the user into contact with or in proximity to the reader installed in the restaurant, A store visit information acquisition unit acquired from the portable communication terminal or the reader;
A store visit information storage unit for storing the store visit information;
A restaurant information storage unit that stores information about a restaurant in which the reader identified by the reader identification information is installed in association with the reader identification information;
Based on the store visit information stored in the store visit information storage unit and the information on the restaurant stored in the restaurant information storage unit, the attributes of the restaurant that the user is interested in are analyzed, and the results correspond to the analysis result. An analysis unit for extracting a restaurant from the restaurant information storage unit;
A notification unit for notifying the extracted restaurant information,
In the restaurant information storage unit, the business condition of each restaurant and the average stay time in the business condition are stored,
The notification unit
The user by referring to the restaurant information storage unit identifies the restaurant business categories that are currently visiting, from the visit date and time information in the new visit information acquired by the visit information acquiring unit, the specific being the storage An electronic advertisement system characterized by notifying a guide about a restaurant extracted by the analysis unit after a predetermined timing calculated using an average staying time of a restaurant business type . An electronic advertising system using behavioral targeting,
Visiting information including visit date / time information to the restaurant, user identification information, and reader identification information by bringing a portable communication terminal used by the user into contact with or in proximity to the reader installed in the restaurant, A store visit information acquisition unit acquired from the portable communication terminal or the reader;
A store visit information storage unit for storing the store visit information;
A restaurant information storage unit that stores information about a restaurant in which the reader identified by the reader identification information is installed in association with the reader identification information;
Based on the store visit information stored in the store visit information storage unit and the information on the restaurant stored in the restaurant information storage unit, the attributes of the restaurant that the user is interested in are analyzed, and the results correspond to the analysis result. An analysis unit for extracting a restaurant from the restaurant information storage unit;
A notification unit for notifying the extracted restaurant information,
The notification unit
After the elapse of a predetermined timing from the store visit date and time information in the new store visit information in the store visit information acquisition unit, the information about the restaurant extracted by the analysis unit is notified,
The predetermined timing is an average of a time difference between the first store and the second store on the same day among the past visit information of the user, and is a timing that is a predetermined time before the calculated time.
An electronic advertising system characterized by that.

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