KR20020040511A - An analysis and marketing method of customers using data mining of auxiliary keyword and system thereof - Google Patents

Abstract

PURPOSE: A method and system for marketing and analyzing client intention are provided to obtain principal information related to a personal purchase intention necessary for a marketing exactly by extracting and analyzing auxiliary keyword data with respect to a password of members when joining to a membership in an Internet site. CONSTITUTION: A web server(12) supplies Internet contents to a user PC(10) connected through the Internet, receives a member joining application, and suggests a selection of an auxiliary password keyword through a representation category method. A member DB(14) classifies, stores, and manages member information and password collected through a web server and auxiliary keyword information with respect to the corresponding password according to members. An association pattern extraction system(16) extracts an association pattern by calling an auxiliary keyword of the member DB(14). A marketing deciding system(18) combines client intention information obtained in the association pattern extraction system(16) with commodity information being supplied from a commodity DB(20), and creates optimum marketing information. An E-mail server(22) receives selling marketing information by the marketing deciding system(18) and transmits E-mail.

Description

Analysis and marketing method of customers using data mining of auxiliary keyword and system

The present invention extracts and analyzes supplementary keyword data for a password registered with a membership number (ID) at the time of membership registration on an Internet site operated by a member, so that key information related to personal purchasing tendency required for marketing can be obtained relatively accurately. The present invention relates to a method and system for analyzing and marketing customer preferences through data mining of secondary passwords.

Most Internet content providers that provide services through the Internet have a membership system. There are a number of reasons why each internet operator maintains a membership system for the site. One of them is the rationalization of the order price of advertisements and the efficient marketing using the consumer information obtained through membership registration.

Most Internet sites operated by membership require basic personal information of subscribers when joining a new member. The personal information of these members is used to contribute to sales of services or products of the company or affiliates.

Recently, when joining a specific Internet site, it requires extremely private and specific information in addition to basic personal information about new members. This is for member service providers to apply the member's information to the company's sales, and the level of the service is very high, causing a privacy debate.

Such excessive demand for personal information of members of the Internet eventually leads to a dislike of subscribers and rather decreases membership growth rate. In particular, in the light of the fact that due to the nature of the Internet, it is not possible to maintain a monopoly position in business forever, the appearance from members can be very fatal.

Therefore, the recent membership site only requires a brief personal information of the new member to ensure that there is no discomfort when joining the new member to secure a large number of members and a large number of operators that advertise sales business based on the number of registered subscribers appeared have.

However, from the advertiser's point of view, it is not reasonable to spend a lot of advertising costs in proportion to the number of registered members. Advertisers want their ads to be selectively distributed only to valid audiences that can lead directly to sales. This may be higher than advertised randomly and paid for every person or tier, but advertisers are well aware that exporting targeted advertising ultimately leads to a fair and minimal advertising spend by advertisers. Because.

As a result, Internet operators are in a difficult situation when recruiting new members. In other words, for the target advertisement, a lot of specific information should be obtained to new member subscribers, but the member growth rate should be reduced due to the backlash of the members. This is because equity should be balanced in consideration of the position of members who will spend money.

It is very difficult for Internet service providers to set a proper line that maintains the balance between the advertisers and members mentioned above. This is a very sensitive issue that determines the success of the Internet business.

An object of the present invention is to assist in the relatively accurate acquisition of key information related to personal purchasing tendency required for marketing by extracting and analyzing the auxiliary keyword data for the password registered with the membership number at the time of membership registration on the Internet site operated by the membership system for each individual It is to provide customer analysis and marketing method and system through password data mining.

1 is a system block diagram of the present invention.

2 is an exemplary table table of representation categories for supplementary keywords of the present invention.

3 is a flowchart of the overall execution of the present invention.

4 is a flowchart of the associative patterning of the present invention.

※ Explanation of code about main part of drawing ※

10: User PC 12: Web Server

14: Member DB 16: Associative Pattern Extraction System

18: Marketing decision system 20: Product DB

22: E-mail server

The method of the present invention to achieve the above object is to enter the membership number and password for the membership number if you apply for membership to the Internet site operated by the membership system, and if the password is entered to assist in the loss of the password In the member registration reception mode in which a keyword is inputted, the auxiliary keyword is selected from several representation categories that can represent human tendency, and related items are listed for each category, and the subscriber sequentially selects each representation category. Select an item that he / she likes or is interested in, builds an association pattern DB using the generated member auxiliary keywords, and extracts a propensity analysis value for each member classified by the association pattern to provide various products and services. It is used as a marketing material for.

A system of the present invention for achieving the above object is provided with a web server for providing Internet content to a client PC connected through the Internet, receiving a subscription request and suggesting a selection of an auxiliary password keyword through the representation category method, and the web. Member DB for classifying and storing the member information and password collected through the server and auxiliary keyword information for the corresponding password for each individual, Associative pattern extraction system for extracting the association pattern by calling the auxiliary keyword of the member DB, The association A marketing decision system that generates optimal marketing information by combining individual customer tendency information obtained from the pattern extraction system and the product information provided from the product DB, and an E-mail DM that receives the sales marketing information by the marketing decision system. It is characterized by including a mail server.

Hereinafter, the present invention will be described with reference to the accompanying drawings.

1 shows a system block diagram of the present invention.

As referred to herein, a web server 12 which provides Internet contents to a user PC 10 connected through the Internet, receives an application for membership, and suggests selection of an auxiliary password keyword through a representation category method; Member DB 14 for classifying and managing member information and password collected through the web server, and auxiliary keyword information for the corresponding password for each individual, and extracting association patterns by calling auxiliary keywords of the member DB to extract association patterns. The system 16, a marketing decision system 18 which combines individual customer preference information obtained from the association pattern extraction system with product information provided from the product DB 20 to generate optimal marketing information, and the marketing decision system. And an E-mail server 22 for receiving the marketing marketing information and sending the e-mail DM.

Referring to the marketing method of the present invention based on the present invention system configured as described above is as follows.

First, when the user PC 10 accesses the web server 12 via the Internet and then joins a member, the information input at the time of membership registration is stored in the member DB 14. After selecting a member number and setting a password to authenticate the member number during registration, the secondary password keyword is input in preparation for the loss of the registered registered password.

In the present invention, a representation category is applied as an auxiliary keyword.

2 shows an example of constructing a representation category. Here, the generation of the auxiliary keyword through the representation technique first allows the new member to select a favorite color item in the color selection mode. When the selection of the color category of the color category is completed, the next step is to go to the stage where each item of the flower category is presented and to select the item of the flower which is preferred by the user.

In this way, you can select your favorite items sequentially among the items presented by the animal category, seasonal category, and sports category. The category-specific items thus selected function as secondary keywords of the subscribers, so that when the password is lost, the lost password can be checked or regenerated.

Secondary keywords based on the representation categories of all the subscribers stored in the member DB 14 are sent to the association pattern extraction system to mine potential data that the items of each category mean or symbolize to analyze the propensity of each registered member. do.

For example, if a member selects a color category of a representation category entered as a secondary keyword, the research shows that the white symbol is chastity, purity, holiness, perfection, light, revelation, truth, dignity. It has been reported to represent nobility, joy, reason, daytime, unconsciousness, peace, mercy, coolness, clarity, death, and the moon.

In addition, the association of white with snow, cleanliness, innocence, cleanliness, hygiene, purity, pure, wedding dress, sugar, lily, magnolia, hospital, doctor, winter, ice, rabbit, pure white, peace, bandage, mist, gypsophila, Femininity, divinity, simplicity, honesty, justice, rice, bleach, bridal, soft ice cream, mystery, etc. cause the research has been reported.

In addition, if the item selected from the flower category is narcissus, the flower language means mystery, pride, and nobleness, thereby predicting and analyzing the member's disposition.

In other words, the items in each category contain psychological symbolism, so that the members can select the common information symbolized by the items selected by the subscribers.

As a result of the analysis of these symbols, if the basic inclination of a particular person is analyzed with self-esteem, perfectionism, rationality, honesty, simplicity, etc. Personal information that can be extracted.

4 illustrates a process of extracting association patterns based on a representation technique of member data input for eCRM.

Here, in the data cleaning step, a data purification process is performed. This may mean that the secondary keywords entered by the customer may be inconsistent and incomplete and of low value as information, excluding them to prevent errors in the final data as these defect data is inserted into the entire data. It is a process. Therefore, it is possible to secure the quality data of defects through the data purification process.

After the above process is performed, the next step is a pretreatment process. In this process, the facts are identified and the individual's psychology and inclination through the symbol are analyzed and quantified. At the beginning of this digitization work we look at the relationships with the numerous variables we have.

After performing the preprocessing of the data, a modeling process is performed. This modeling produces various models using the key variables selected in the preceding process.

After the next data modeling is completed, the reporting and presentation process is presented to the manager to identify the results of data mining.

The result of all these data processing is stored in database through insert DB process.

On the other hand, it is necessary to compose the data and make it into a DB in the meaning that can be generally associated with the products handled by the site. For example, when there is a large category of automobiles, it is possible to determine the target marketing target by dividing it into small cars, medium cars, and large cars to find and combine association words for small classes.

Figure 3 shows the flow of using as a marketing material by using the auxiliary keyword based on the representation category of the present invention.

In this case, as the secondary keyword, information on the marketing target (the prospective buyer) is analyzed using the association pattern to select personalized advertisements or products. The selected products are then directly marketed through e-mails to prospective buyers (customers) who have a particular tendency.

As a result of such target marketing, when product sales are generated online / offline, the information is collected and updated and updated with the latest information by correcting and changing the representation data and pattern data contained in the member (customer) DB.

As described above, the present invention can generate new customer information by analyzing and extracting customer preferences by executing data mining using only keywords for the secondary password registered with the membership number when registering as a member in the Internet site operated by the membership system. Therefore, when a new member joins a member-based Internet site, it is necessary to present specific personal information to members in order to obtain customer information for product sales information. Will appear.

Claims (3)

In Membership Registration Mode, if you have a membership application for an Internet site operated by a membership system, enter your membership number and password for that member number, and if you enter your password, enter a secondary keyword in case you lose your password. By selecting a number of representation categories that can represent human tendency, the secondary keywords are listed for each category, and subscribers select each representation category by sequentially selecting the items they like or are interested in. And constructing an association pattern DB using the generated auxiliary keyword for each member, and extracting a propensity analysis value for each member classified by the association pattern to use as marketing data for various products and services. Through data mining of secondary keywords for passwords Customer orientation analysis and marketing method. The method of claim 1, wherein the means for transmitting the marketing data for various products and services generated by extracting the propensity analysis value for each member classified by the association pattern to the marketing target is E-mail. Customer orientation analysis and marketing method through data mining of secondary keywords. In the membership registration system, if a subscription application is made for an Internet site operated by a membership system, a membership number and a password for the membership number are entered. A web server 12 which provides Internet contents to a client PC 10 connected through the Internet, receives an application for membership, and presents a selection of an auxiliary password keyword through the representation category method; A member DB 14 for classifying and storing member information and password collected through the web server, and auxiliary keyword information for the corresponding password for each individual; An associative pattern extraction system 16 for extracting an associative pattern by importing auxiliary keywords of the member DB; A marketing decision system 18 which combines individual customer preference information obtained from the association pattern extraction system with product information provided from the product DB 20 to generate optimal marketing information; Customer orientation analysis and marketing system through the data mining of the secondary keyword for the password, including the E-mail server 22 for receiving the marketing marketing information by the marketing decision system and sends the e-mail DM.