WO2015170372A1 - Advertisement management program and advertisement management server - Google Patents

Advertisement management program and advertisement management server Download PDF

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Publication number
WO2015170372A1
WO2015170372A1 PCT/JP2014/062263 JP2014062263W WO2015170372A1 WO 2015170372 A1 WO2015170372 A1 WO 2015170372A1 JP 2014062263 W JP2014062263 W JP 2014062263W WO 2015170372 A1 WO2015170372 A1 WO 2015170372A1
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Prior art keywords
user
information
advertisement management
unit
behavior
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PCT/JP2014/062263
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French (fr)
Japanese (ja)
Inventor
村上　和也
倉内　伸幸
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株式会社アイレップ
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Priority to PCT/JP2014/062263 priority Critical patent/WO2015170372A1/en
Priority to JP2016517752A priority patent/JPWO2015170372A1/en
Publication of WO2015170372A1 publication Critical patent/WO2015170372A1/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to an advertisement management program that manages the provision of advertisements via a network.
  • Patent Document 1 proposes to identify users who have similar access tendency to web pages with the users targeted for retargeting, etc., and perform retargeting for such users in the same way as the users targeted for retargeting.
  • advertisements related to the same product or service may be repeatedly delivered. As a result, the user may be bored and a sufficient effect may not be obtained.
  • the present invention provides an advertisement management program that can effectively redistribute advertisements such as retargeting.
  • One aspect of the present invention provides a user information acquisition unit that acquires user information related to a user of the user terminal from a user terminal that accesses an information providing site that provides information related to a product or a service, and a plurality of users based on the user information.
  • One or more media tags from among a plurality of media tags provided corresponding to a predetermined media server based on a segment classified by the user and a segment classified by the user.
  • a media tag describing a process for performing redistribution (for example, retargeting) of an advertisement by a media server corresponding to a user segment is provided to a user terminal that has accessed the information providing site. Sent.
  • the advertisement when the media tag received at the user terminal is executed, the advertisement is redistributed by the media server that matches the user, and as a result, the advertisement can be effectively redistributed.
  • the user information includes user behavior information regarding the information providing site, and the classification unit classifies the user into any segment based on the behavior information included in the user information. You may do it.
  • the advertisement is redistributed more reliably by the medium server suitable for the user.
  • the computer is further operated as a discriminator for discriminating the user behavior characteristics regarding the information providing site from a plurality of viewpoints.
  • the characteristics are divided into two or more categories, the segments are provided corresponding to the combinations of the categories in each of the behavioral characteristics of 2 or 3 viewpoints, and the classification unit is the classification to which the behavioral characteristics of each viewpoint belongs Based on the above, the user may be classified into any segment.
  • the segment can be expressed by a coordinate plane or a coordinate space having a coordinate axis corresponding to each behavior characteristic. That is, on each coordinate axis constituting the coordinate plane or the coordinate space, each classification of the corresponding behavior characteristic is expressed as a section having a certain range, and two-dimensional or three-dimensional specified by each section on each coordinate axis.
  • a dimension region can be a segment.
  • the behavior information acquired by the user terminal from the user terminal and the behavior information acquired by the behavior information acquisition unit are updated according to the access to the information providing site at the user terminal.
  • the computer may be further operated as a generation unit that generates information regarding the user's behavior regarding the information providing site.
  • the behavior information storage unit further stores application information indicating the segment into which the user is classified, and the generation unit is further based on the application information stored in the behavior information storage unit, Information on the classification result by the classification unit may be generated.
  • the administrator of the information providing site can grasp, for example, how many users are classified into each segment and the tendency of the segments of users visiting the information providing site to change. It becomes.
  • the selection unit may select the medium tag based on the transition of the segment into which the user is classified. By doing so, the medium tag is determined according to the change in the behavior of the user who visited the information providing site. For this reason, the advertisement is redistributed more reliably by the media server corresponding to the media tag suitable for the user.
  • the present invention provides an advertisement management server having the same function as a computer operated by the advertisement management program, a recording medium recording the advertisement management program, and a control method corresponding to the advertisement management program It can be realized in various forms.
  • FIG. 1 is a block diagram showing an advertisement management server 2 of this embodiment and one or a plurality of user terminals 10 connected to the advertisement management server 2 via a communication network such as the Internet 1.
  • the user terminal 10 is configured as, for example, a PC, a tablet terminal, a smartphone, or the like, and can access one or a plurality of medium servers 80, a sales server 90, and the like via the Internet 1.
  • the media server 80 is a server that provides various advertisements and operates a media site that is an advertisement medium.
  • This medium site may be configured as, for example, a portal site, a search site, a shopping site that sells products or services, and the like.
  • the sales server 90 is a server that manages, for example, a shopping site that sells products or services.
  • the advertisement management server 2 includes a tag distribution server 20, a management screen server 30, a totaling server 40, a segment DB 50, a medium tag DB 60, a report DB 70, and the like. These are configured as, for example, a PC or the like and are connected by a LAN (not shown) so that they can communicate with each other.
  • the user terminal 10 includes a communication unit 11, a storage unit 12, a control unit 13, a display unit 14, an operation unit 15 and the like (see FIG. 2).
  • the communication unit 11 is a part for accessing the Internet 1, and communicates with a server such as the advertisement management server 2 via the Internet 1.
  • the storage unit 12 is composed of a device that does not require a storage holding operation such as an HDD.
  • the control unit 13 is composed of a computer or the like including a CPU, ROM, RAM, I / O and a bus line connecting these, and operates according to a program loaded in the RAM.
  • the display unit 14 is configured as a liquid crystal display or the like and is a part for displaying various information
  • the operation unit 15 is configured as a keyboard or a mouse or the like and is a part for receiving various operations.
  • the user terminal 10 is installed with a browser provided in a state of being stored in a storage medium configured as an optical disk such as a CD-ROM, a USB memory, a memory card (registered trademark), a magnetic disk, a semiconductor memory, or the like. Yes.
  • a storage medium configured as an optical disk such as a CD-ROM, a USB memory, a memory card (registered trademark), a magnetic disk, a semiconductor memory, or the like.
  • the browser may be provided from the Internet 1.
  • the storage unit 12 stores a program that operates as a browser installed in the user terminal 10.
  • the browser has a cookie function, and information stored by the cookie function (described as cookie 12a) is stored in the storage unit 12.
  • the tag distribution server 20 includes a communication unit 21, a storage unit 22, a control unit 23, a display unit 24, an operation unit 25, and the like similar to those of the user terminal 10 (see FIG. 3).
  • the tag distribution server 20 is provided with a tag distribution server provided in a state of being stored in a storage medium 26 configured as an optical disk such as a CD-ROM, a USB memory, or a memory card (registered trademark), a magnetic disk, or a semiconductor memory.
  • Application (details will be described later) are installed.
  • the tag distribution server application may be provided from the Internet 1.
  • the storage unit 22 stores a program that operates as a tag distribution server application installed in the tag distribution server 20.
  • the management screen server 30 includes a communication unit 31, a storage unit 32, a control unit 33, a display unit 34, an operation unit 35, and the like similar to those of the user terminal 10 (see FIG. 4).
  • the management screen server 30 is provided in a state stored in a storage medium 36 configured as an optical disk such as a CD-ROM, a USB memory, a memory card (registered trademark), a magnetic disk, a semiconductor memory, or the like. Application (details will be described later) are installed. Of course, the management screen server application may be provided from the Internet 1.
  • the storage unit 32 stores a program that operates as a management screen server application installed in the management screen server 30.
  • the aggregation server 40 includes a communication unit 41, a storage unit 42, a control unit 43, a display unit 44, an operation unit 45, and the like similar to the user terminal 10 (see FIG. 5).
  • the aggregation server 40 includes an aggregation server application provided in a state stored in a storage medium 46 configured as an optical disk such as a CD-ROM, a USB memory, or a memory card (registered trademark), a magnetic disk, or a semiconductor memory. (Details will be described later) are installed.
  • a storage medium 46 configured as an optical disk such as a CD-ROM, a USB memory, or a memory card (registered trademark), a magnetic disk, or a semiconductor memory. (Details will be described later) are installed.
  • the aggregation server application may be provided from the Internet 1.
  • the storage unit 42 stores a program that operates as an aggregation server application installed in the aggregation server 40.
  • the segment DB 50, medium tag DB 60, report DB 70, medium server 80, and sales server 90 are configured in the same manner as the tag distribution server 20 and the like.
  • the advertisement management server 2 When a user visits a media site, a site where the media site distributes advertisements, etc., an advertisement called retargeting that redistributes advertisements related to products and services that the user has viewed in the past on other shopping sites, etc. Techniques are known.
  • the advertisement management server 2 performs processing for the media server 80 that operates the media site to redistribute (for example, retargeting) advertisements to the user terminal 10 that has accessed the shopping site operated by the sales server 90.
  • the tag distribution server 20 constituting the advertisement management server 2 transmits a medium tag to the user terminal 10 and causes the medium server 80 to redistribute the advertisement. Will be described with reference to the flowchart of FIG.
  • the user terminal 10 accesses the sales server 90 according to the operation received from the user, and the shopping site operated by the sales server 90 is displayed on the browser.
  • one or a plurality of tags in which processing is described by JavaScript (registered trademark) are embedded.
  • transmission of a management tag (a tag in which processing for transmitting user information related to the user of the user terminal 10 to the tag distribution server 20 is described) to the user terminal 10 is transmitted to the tag distribution server 20.
  • a transmission request tag for requesting is embedded.
  • the browser executes a transmission request tag when displaying the shopping site, and requests the tag distribution server 20 to transmit a management tag.
  • the sales server 90 may request the tag distribution server 20 to transmit a management tag to the user terminal 10 that has accessed the shopping site.
  • the tag distribution server application of the tag distribution server 20 transmits the management tag to the user terminal 10 in response to the management tag transmission request.
  • the browser of the user terminal 10 executes the received management tag, thereby generating user information (S115) and transmitting the user information to the tag distribution server 20 (S120).
  • the user information includes, for example, identification information of the user terminal 10 (for example, a referrer URL and a location URL), a user agent, and various types of information related to the shopping site.
  • the user information includes user behavior information regarding the shopping site.
  • this behavior information for example, the URL parameter used when accessing the shopping site, the number of days elapsed since the first visit date of the shopping site, the cumulative number of visits, the number of days elapsed since the first purchase date, The cumulative number of purchases, the cumulative purchase price, the cumulative number of PV, etc. can be considered.
  • the first visit time of the shopping site, the last visit time, the purchase time of goods and services, and the like can be considered.
  • Pieces of information are generated based on, for example, history information of URLs accessed by the browser, Cookie 12a, HTML documents of the shopping site, JavaScript variables embedded in the HTML documents, and the like.
  • the browser may transmit the user information linked to the URL parameter when transmitting the user information to the tag distribution server 20.
  • the tag distribution server application of the tag distribution server 20 determines a segment to be applied to the user of the user terminal 10 based on the received user information.
  • the tag distribution server application classifies users into non-purchased users who have not purchased products or the like on the shopping site and purchased users who have purchased products or the like on the shopping site based on the user information. To do.
  • the behavior characteristic regarding the shopping site is specified from three viewpoints.
  • the purchase user based on the user information, for example, “elapsed days since the first purchase”, “cumulative purchase price at the shopping site”, and “presence / absence of purchase in the last 6 days”
  • the behavior characteristic regarding the shopping site is specified from one viewpoint.
  • FIG. 7 is an explanatory diagram showing segments applied to non-purchased users
  • FIG. 8 is an explanatory diagram showing segments applied to purchased users.
  • the three coordinate axes in the three-dimensional coordinate space shown in these explanatory diagrams correspond to each behavior characteristic, and each behavior characteristic is divided into a plurality of sections.
  • a segment is provided corresponding to each combination of behavior characteristic categories, and each of the dotted solids shown in the three-dimensional coordinate space corresponds to a segment.
  • the behavioral characteristic “elapsed days since the first visit” is divided into three categories: “within 20 days”, “within 20-30 days”, and “within 30 days”. Yes. Further, the behavior characteristic of “the number of PV to the shopping site” is divided into two categories of “less than 15 times” and “more than 15 times”. In addition, the behavior characteristic of “the presence / absence of a visit during the last 7 days” is divided into two categories: “there is a visit during the last 7 days” and “there is no visit during the last 7 days”.
  • the behavior characteristic of “elapsed days from the first purchase” is divided into three categories of “within 25 days”, “within 25 to 35 days”, and “from 35 days”. Yes. Further, the behavior characteristic of “cumulative purchase price at shopping site” is divided into two categories, “less than 20,000 yen” and “more than 20,000 yen”. In addition, the behavior characteristic of “presence / absence of purchase in the last 6 days” is divided into two categories, “purchase for the last 6 days” and “no purchase for the last 6 days”.
  • the tag distribution server application determines which category each user's behavior characteristic belongs to based on the user information, specifies a segment corresponding to the combination of the determined category of each behavior characteristic, and identifies the segment to the user. Applicable segment.
  • segment setting information indicating the behavior characteristics that determine each segment corresponding to a non-purchased user or a purchased user, the classification of each behavior characteristic, and the like is stored in the segment DB 50.
  • the tag distribution server application accesses the segment DB 50, refers to the segment setting information, and determines a segment to be applied to the user based on the segment setting information.
  • the tag distribution server application of the tag distribution server 20 stores the identification information, user agent, behavior information, and the like of the user terminal 10 included in the user information received in S120 as text data. Further, the tag distribution server application specifies one or more medium tags associated with the segment to be applied to the user. Thereafter, the tag distribution server application transmits the identified medium tag to the user terminal (S135).
  • processing to be performed by the user terminal 10 for receiving advertisement redistribution from the medium server 80, conversion measurement, and the like is described by, for example, JavaScript.
  • each segment and the medium tag is stored in the medium tag DB 60, and the tag distribution server application accesses the medium tag DB 60, and the one or more associated with the applied segment. Identify the media tag.
  • the tag distribution server application specifies the segment to be applied this time, and the segment applied to the user terminal 10 based on the information stored in the report DB 70 (details will be described later). You may specify how it is changing. Then, one or a plurality of medium tags may be selected in accordance with the applied segment transition pattern.
  • the tag distribution server application can grasp whether or not the user is, for example, a royal customer (a user who continuously purchases products or services) based on a segment applied to the user terminal 10. Furthermore, based on the transition of the segment applied to the user terminal 10, it is possible to grasp the time when the user was a loyal customer.
  • the browser of the user terminal 10 executes the received media tag. Thereby, the browser executes processing for receiving advertisement redistribution from the medium server 80 corresponding to the medium tag, and information necessary for advertisement redistribution is transmitted to the medium server 80 and the update of the cookie 12a is performed. Etc. are made. Further, conversion measurement by the medium server 80 is also performed.
  • the advertisement is redistributed by the media server 80 corresponding to the received media tag in a state in which the latest access result to the shopping site is reflected.
  • the browser accesses the media site corresponding to the received media tag or the site where the media server 80 delivers advertisements
  • the browser browses the user terminal 10 from the media server 80 on the shopping site. Advertisements for selected products and services are redistributed and displayed in the browser.
  • the tag distribution server application of the tag distribution server 20 instructs the user terminal 10 to update the cookie 12a, transmits application information indicating the segment applied to the user, and stores the application information in the cookie 12a. Instruct them to do so .
  • the browser of the user terminal 10 updates the cookie 12a in response to an update instruction from the tag distribution server 20. Specifically, the browser updates the user behavior information related to the shopping site stored in the cookie 12a based on the access result to the shopping site. Also, the received segment application information related to the shopping site is stored in the cookie 12a.
  • the tag distribution server application of the tag distribution server 20 updates the report DB 70 based on the identification information, user agent, behavior information, and the like of the user terminal 10 stored as text data in S130. Note that the process of S155 may be performed at regular timing (for example, when a predetermined time is reached or when a predetermined date is reached).
  • the tag distribution server application specifies, for example, identification information of the user terminal 10, URL parameters used when accessing the shopping site, a user agent, and the like from the text data.
  • user behavior information related to the shopping site for example, the number of days elapsed since the first visit date of the shopping site, the cumulative number of visits, the number of days elapsed since the first purchase date, the cumulative number of purchases, (Accumulated purchase amount, accumulated PV number, etc.).
  • the tag distribution server application stores, for example, the current date in the report DB 70 in a state in which the specified date and time, the specified information, the application information of the segment related to the medium tag transmitted this time are associated with each other.
  • Segment Update Process the segment update process in which the management screen server 30 constituting the advertisement management server 2 updates the segment setting information stored in the segment DB 50 will be described with reference to the flowchart of FIG. . This process is started in response to an operation received via the operation unit 35.
  • the management screen server application of the management screen server 30 sets behavior characteristics that determine a segment corresponding to a non-purchased user or a purchased user based on an operation input from the operation unit 35, and the process proceeds to S205. .
  • the management screen server application may set three behavioral characteristics as shown in FIGS. 7 and 8 as behavioral characteristics that determine a segment corresponding to a non-purchased user or a purchased user, or 1, 2, or 4 The above behavior characteristics may be set.
  • the management screen server application sets a category of each behavior characteristic according to an instruction from the user, and the process proceeds to S210.
  • the management screen server application may set the classification as follows.
  • the management screen server application displays on the display unit 34 of the management screen server 30 a three-dimensional coordinate space (see FIGS. 7 and 8) composed of three coordinate axes associated with each behavior characteristic.
  • the behavior characteristic classification corresponding to the above may be displayed, and a solid region corresponding to the segment may be displayed inside the coordinate space.
  • the management screen server application receives an input such as a threshold value for determining a behavior characteristic category via the operation unit 35, and updates the display of the segment on the corresponding coordinate axis or the display of the segment accordingly. good.
  • the management screen server application may set the classification as follows. That is, the management screen server application displays a two-dimensional coordinate plane composed of two coordinate axes associated with each behavior characteristic on the display unit 34 of the management screen server 30, and the behavior characteristic corresponding to each coordinate axis is displayed. A section may be displayed, and a plane area corresponding to the segment may be displayed inside the coordinate space.
  • the management screen server application receives an input such as a threshold value for determining a behavior characteristic category via the operation unit 35, and updates the display of the segment on the corresponding coordinate axis or the display of the segment accordingly. good.
  • the management screen server application stores the segment setting information indicating the newly set behavior characteristics and classification in the segment DB 50, and ends this process.
  • the report generation processing in which the aggregation server 40 configuring the advertisement management server 2 generates a report related to the shopping site based on the information stored in the report DB 70 will be described with reference to the flowchart of FIG. Will be described. This process is started in response to an operation received via the operation unit 45.
  • the aggregation server application of the aggregation server 40 sets a shopping site for creating a report based on the operation input from the operation unit 45.
  • the tabulation server application generates a report on the set shopping site based on the information stored in the report DB 70, stores the report in the storage unit 42, and displays the report on the display unit 44. This process ends.
  • the report may be configured as a CSV file.
  • This report includes, for example, the total number of PVs for a shopping site, the average number of PVs for each predetermined period (for example, daily or weekly), the total number of UUs (users who viewed shopping sites), An average value or the like of the number of UUs for each predetermined period may be shown.
  • this report may indicate, for example, the total number of visits to the shopping site (the number of sessions started by the user) or the average value of visits for each predetermined period.
  • This report also shows the total number of purchases of goods and services on the shopping site, the average number of purchases for each predetermined period, the total purchase price, and the average purchase price for each predetermined period. May be.
  • this report may show the information regarding the segment applied with respect to the user who accessed the shopping site, for example. Specifically, for example, the number of times each segment is applied to the UU to the shopping site may be indicated.
  • information regarding the transition of the applied segment may be displayed.
  • the number of UUs having a common pattern in which applied segments change may be indicated.
  • the number of UUs to which the segments are applied may be indicated in the order of segments 1 and 2 or the order of segments 1, 2 and 3.
  • the time when the segment is applied may be indicated.
  • the time when the segment is no longer applied may be displayed.
  • the information regarding a segment is shown in the said report, for example, it is composed of three coordinate axes associated with each behavior characteristic, and a three-dimensional coordinate space (see FIGS. 7 and 8) in which segments are arranged is used. May be.
  • a media tag in which processing for redistributing advertisements by the media server 80 according to the user segment is transmitted to the user terminal 10 that has accessed the shopping site. Is done.
  • the advertisement is redistributed by the medium server 80 that matches the user, and as a result, the advertisement can be effectively redistributed.
  • the advertisement management server 2 is composed of the tag distribution server 20, the management screen server 30, the aggregation server 40, etc., but is not limited to this, the advertisement management server 2 is a single server. Alternatively, it may be composed of two or four or more servers.
  • Each database constituting the advertisement management server 2 is separate from other servers, but may be constructed in other servers. Even if it has such a structure, the same effect can be acquired.
  • a media tag for redistributing advertisements resulting from browsing of a shopping site operated by the sales server 90 is transmitted.
  • S105 to S120 of the medium tag transmission process are examples of a user information acquisition unit
  • S120 is an example of a behavior information acquisition unit
  • S125 is an example of a classification unit
  • S130 is an example of a selection unit and a discrimination unit
  • S135 is a medium tag
  • S155 corresponds to an example of a behavior information storage unit as an example of a providing unit.
  • S305 of the report generation process corresponds to an example of a generation unit.

Abstract

The purpose of the present invention is to effectively perform advertisement redistribution such as retargeting. An advertisement management program according to the present invention is provided with: a user information acquisition section for acquiring information about users from user terminals which access information service sites for providing information about products or services; and a classification section for classifying each of the users into one of a plurality of segments on the basis of the user information. Further, the advertisement management program is provided with: a selection section for selecting, on the basis of each user's segment, one of a plurality of media tags associated with a predetermined media server; and a media tag provision section for providing the selected media tag to the user terminal of the user. The media tag has a description of a process for allowing the associated media server to redistribute an advertisement to the user terminal.

Description

広告管理プログラム、及び、広告管理サーバAdvertisement management program and advertisement management server
　本発明は、ネットワークを介した広告の提供を管理する広告管理プログラム等に関する。 The present invention relates to an advertisement management program that manages the provision of advertisements via a network.
　従来、ユーザがショッピングサイト等を訪問した際に、該ユーザが他のサイトで過去に閲覧した商品やサービスに関する広告を再配信するリターゲティングと呼ばれる広告手法が知られている。 Conventionally, when a user visits a shopping site or the like, an advertising technique called retargeting is known that redistributes advertisements related to products or services that the user has browsed in other sites in the past.
　また、リターゲティング等の対象となるユーザとウェブページへのアクセス傾向が類似するユーザを特定し、このようなユーザに対し、リターゲティングの対象となるユーザと同様にしてリターゲティングを行うことが提案されている（特許文献１）。 Also, it is proposed to identify users who have similar access tendency to web pages with the users targeted for retargeting, etc., and perform retargeting for such users in the same way as the users targeted for retargeting (Patent Document 1).
特開２０１２－９４０９７号公報JP 2012-94097 A
　しかしながら、リターゲティングを行うことにより同じ商品やサービスに関する広告が繰り返し配信されてしまう場合があり、その結果、ユーザに飽きられ、十分な効果が得られない可能性がある。 However, by performing retargeting, advertisements related to the same product or service may be repeatedly delivered. As a result, the user may be bored and a sufficient effect may not be obtained.
　さらに、商品等に対し強い興味を持つユーザや、商品等の購入についての検討が十分に進んだユーザ等に対し、集中的に広告配信するのが好適であるが、リターゲティングは、ユーザの行動のみに着目して行われる。このため、リターゲティングを行っても、このようなユーザに対し集中的に広告配信することができず、十分な宣伝効果が得られないという問題があった。 Furthermore, it is preferable to intensively distribute advertisements to users who have a strong interest in products, etc., or who have sufficiently studied about purchasing products, etc. Only focused on. For this reason, even if retargeting is performed, it is not possible to intensively deliver advertisements to such users, and there is a problem that sufficient advertising effects cannot be obtained.
　本願発明は、リターゲティング等といった広告の再配信を効果的に行うことができる広告管理プログラム等を提供する。 The present invention provides an advertisement management program that can effectively redistribute advertisements such as retargeting.
　本発明の一局面は、商品又はサービスに関する情報を提供する情報提供サイトにアクセスするユーザ端末から、該ユーザ端末のユーザに関するユーザ情報を取得するユーザ情報取得部と、ユーザ情報に基づき、ユーザを複数のセグメントのうちのいずれかに分類する分類部と、ユーザが分類されたセグメントに基づき、予め定められた媒体サーバに対応して設けられた複数の媒体タグの中から１又は複数の媒体タグを選択する選択部と、選択部により選択された媒体タグを、ユーザ端末に提供する媒体タグ提供部として、コンピュータを動作させ、媒体タグには、対応する媒体サーバが、情報提供サイト以外の他のサイトにアクセスしたユーザ端末に対し、ユーザが該情報提供サイトにて閲覧した商品又はサービスに関する広告を再配信するための処理が記述されていること、を特徴とする広告管理プログラムに関するものである。 One aspect of the present invention provides a user information acquisition unit that acquires user information related to a user of the user terminal from a user terminal that accesses an information providing site that provides information related to a product or a service, and a plurality of users based on the user information. One or more media tags from among a plurality of media tags provided corresponding to a predetermined media server based on a segment classified by the user and a segment classified by the user The selection unit and the media tag selected by the selection unit are operated as a media tag providing unit that provides the user terminal, and the corresponding media server is connected to the media tag other than the information providing site. Redistribute advertisements related to products or services viewed by users on the information provision site to user terminals accessing the site The process is described for, it relates to advertisement management program characterized.
　このような構成によれば、情報提供サイトにアクセスしたユーザ端末には、ユーザのセグメントに応じた媒体サーバによる広告の再配信（例えば、リターゲティング）を行うための処理が記述された媒体タグが送信される。 According to such a configuration, a media tag describing a process for performing redistribution (for example, retargeting) of an advertisement by a media server corresponding to a user segment is provided to a user terminal that has accessed the information providing site. Sent.
　このため、ユーザ端末にて受信した媒体タグが実行されると、ユーザに合致した媒体サーバにより広告の再配信が行われ、その結果、広告の再配信を効果的に行うことができる。 For this reason, when the media tag received at the user terminal is executed, the advertisement is redistributed by the media server that matches the user, and as a result, the advertisement can be effectively redistributed.
　また、上記広告管理プログラムにおいて、ユーザ情報には、情報提供サイトに関してのユーザの行動情報が含まれており、分類部は、ユーザ情報に含まれる行動情報に基づき、ユーザをいずれかのセグメントに分類しても良い。 In the advertisement management program, the user information includes user behavior information regarding the information providing site, and the classification unit classifies the user into any segment based on the behavior information included in the user information. You may do it.
　こうすることにより、より確実に、ユーザに適した媒体サーバにより広告の再配信が行われるようになる。
　また、上記広告管理プログラムにおいて、ユーザ情報に含まれる行動情報に基づき、複数の観点から、情報提供サイトに関してのユーザの行動特性を判別する判別部として、さらにコンピュータを動作させ、それぞれの観点の行動特性は、２以上の区分に区分けされ、セグメントは、２又は３の観点の行動特性の各々における区分の組み合わせに対応して設けられており、分類部は、それぞれの観点の行動特性が属する区分に基づき、ユーザを、いずれかのセグメントに分類しても良い。 By doing so, the advertisement is redistributed more reliably by the medium server suitable for the user.
Further, in the above advertisement management program, based on the behavior information included in the user information, the computer is further operated as a discriminator for discriminating the user behavior characteristics regarding the information providing site from a plurality of viewpoints. The characteristics are divided into two or more categories, the segments are provided corresponding to the combinations of the categories in each of the behavioral characteristics of 2 or 3 viewpoints, and the classification unit is the classification to which the behavioral characteristics of each viewpoint belongs Based on the above, the user may be classified into any segment.
　こうすることにより、各行動特性に対応する座標軸を有する座標平面又は座標空間により、セグメントを表現することができる。すなわち、座標平面又は座標空間を構成する各座標軸上で、対応する行動特性の各区分を、一定の範囲を有する区間として表現すると共に、各座標軸上の各々の区間により特定される２次元又は３次元の領域を、セグメントとすることができる。 By doing this, the segment can be expressed by a coordinate plane or a coordinate space having a coordinate axis corresponding to each behavior characteristic. That is, on each coordinate axis constituting the coordinate plane or the coordinate space, each classification of the corresponding behavior characteristic is expressed as a section having a certain range, and two-dimensional or three-dimensional specified by each section on each coordinate axis. A dimension region can be a segment.
　このようにしてセグメントを表現することで、どのようにしてユーザを複数のセグメントに分類するかを直感的に把握することができ、セグメントの設定を容易且つ適切に行うことが可能となる。 By expressing the segments in this way, it is possible to intuitively understand how to classify the user into a plurality of segments, and the segments can be set easily and appropriately.
　また、上記広告管理プログラムにおいて、ユーザ端末にて情報提供サイトへのアクセスに応じて更新された行動情報を、該ユーザ端末から取得する行動情報取得部と、行動情報取得部が取得した行動情報を記憶させる行動情報記憶部と、行動情報記憶部に記憶されている行動情報に基づき、情報提供サイトに関してのユーザの行動に関する情報を生成する生成部として、さらにコンピュータを動作させても良い。 Further, in the above advertisement management program, the behavior information acquired by the user terminal from the user terminal and the behavior information acquired by the behavior information acquisition unit are updated according to the access to the information providing site at the user terminal. Based on the behavior information storage unit to be stored and the behavior information stored in the behavior information storage unit, the computer may be further operated as a generation unit that generates information regarding the user's behavior regarding the information providing site.
　こうすることにより、情報提供サイトの管理者等は、例えば、情報提供サイトを訪れたユーザの性質や、ユーザが情報提供サイトを訪れた際に取った行動の傾向等を把握することが可能となる。 By doing so, it is possible for the administrator of the information providing site, for example, to understand the nature of the user who visited the information providing site, the tendency of actions taken when the user visited the information providing site, etc. Become.
　また、上記広告管理プログラムにおいて、行動情報記憶部は、さらに、ユーザが分類されたセグメントを示す適用情報を記憶し、生成部は、さらに、行動情報記憶部に記憶されている適用情報に基づき、分類部による分類結果に関する情報を生成しても良い。 In the above advertisement management program, the behavior information storage unit further stores application information indicating the segment into which the user is classified, and the generation unit is further based on the application information stored in the behavior information storage unit, Information on the classification result by the classification unit may be generated.
　こうすることにより、情報提供サイトの管理者等は、例えば、各セグメントに分類されたユーザがどの程度存在するかや、情報提供サイトを訪れるユーザのセグメントが推移する傾向等を把握することが可能となる。 By doing so, the administrator of the information providing site can grasp, for example, how many users are classified into each segment and the tendency of the segments of users visiting the information providing site to change. It becomes.
　また、上記広告管理プログラムにおいて、選択部は、ユーザが分類されたセグメントの推移に基づき、媒体タグを選択しても良い。
　こうすることにより、情報提供サイトを訪れたユーザの行動の変化に応じて、媒体タグが決定される。このため、より確実に、ユーザに適した媒体タグに対応する媒体サーバにより広告の再配信が行われるようになる。 In the advertisement management program, the selection unit may select the medium tag based on the transition of the segment into which the user is classified.
By doing so, the medium tag is determined according to the change in the behavior of the user who visited the information providing site. For this reason, the advertisement is redistributed more reliably by the media server corresponding to the media tag suitable for the user.
　なお、本発明は、上記広告管理プログラムの他、上記広告管理プログラムにより動作するコンピュータと同様の機能を有する広告管理サーバ、上記広告管理プログラムを記録した記録媒体、上記広告管理プログラムに対応する制御方法など、種々の形態で実現することができる。 In addition to the advertisement management program, the present invention provides an advertisement management server having the same function as a computer operated by the advertisement management program, a recording medium recording the advertisement management program, and a control method corresponding to the advertisement management program It can be realized in various forms.
広告管理サーバやユーザ端末等についてのブロック図である。It is a block diagram about an advertisement management server, a user terminal, etc. ユーザ端末の構成を示すブロック図である。It is a block diagram which shows the structure of a user terminal. タグ配信サーバの構成を示すブロック図である。It is a block diagram which shows the structure of a tag delivery server. 管理画面サーバの構成を示すブロック図である。It is a block diagram which shows the structure of a management screen server. 集計サーバの構成を示すブロック図である。It is a block diagram which shows the structure of a total server. 媒体タグ送信処理のフローチャートである。It is a flowchart of a medium tag transmission process. 非購入ユーザに適用されるセグメントについての説明図である。It is explanatory drawing about the segment applied to a non-purchasing user. 購入ユーザに適用されるセグメントについての説明図である。It is explanatory drawing about the segment applied to a purchase user. セグメント更新処理のフローチャートである。It is a flowchart of a segment update process. レポート生成処理のフローチャートである。It is a flowchart of a report generation process.
　１…インターネット、２…広告管理サーバ、１０…ユーザ端末、１１…通信部、１２…記憶部、１３…制御部、１４…表示部、１５…操作部、１６…記憶媒体、２０…タグ配信サーバ、２１…通信部、２２…記憶部、２３…制御部、２４…表示部、２５…操作部、２６…記憶媒体、３０…管理画面サーバ、３１…通信部、３２…記憶部、３３…制御部、３４…表示部、３５…操作部、３６…記憶媒体、４０…集計サーバ、４１…通信部、４２…記憶部、４３…制御部、４４…表示部、４５…操作部、４６…記憶媒体、５０…セグメントＤＢ、６０…媒体タグＤＢ、７０…レポート用ＤＢ、８０…媒体サーバ、９０…販売サーバ。 DESCRIPTION OF SYMBOLS 1 ... Internet, 2 ... Advertisement management server, 10 ... User terminal, 11 ... Communication part, 12 ... Memory | storage part, 13 ... Control part, 14 ... Display part, 15 ... Operation part, 16 ... Storage medium, 20 ... Tag delivery server , 21 ... communication section, 22 ... storage section, 23 ... control section, 24 ... display section, 25 ... operation section, 26 ... storage medium, 30 ... management screen server, 31 ... communication section, 32 ... storage section, 33 ... control 34, display unit, 35 ... operation unit, 36 ... storage medium, 40 ... summary server, 41 ... communication unit, 42 ... storage unit, 43 ... control unit, 44 ... display unit, 45 ... operation unit, 46 ... storage Medium 50 ... Segment DB 60 ... Media tag DB 70 ... Report DB 80 ... Media server 90 ... Sales server
　以下、本発明の実施形態について図面を用いて説明する。なお、本発明の実施の形態は、下記の実施形態に何ら限定されることはなく、本発明の技術的範囲に属する限り種々の形態を採りうる。 Hereinafter, embodiments of the present invention will be described with reference to the drawings. The embodiment of the present invention is not limited to the following embodiment, and can take various forms as long as they belong to the technical scope of the present invention.
　［構成の説明］
　図１は、本実施形態の広告管理サーバ２と、インターネット１等の通信網を介して広告管理サーバ２に接続された１又は複数のユーザ端末１０を示すブロック図である。 [Description of configuration]
FIG. 1 is a block diagram showing an advertisement management server 2 of this embodiment and one or a plurality of user terminals 10 connected to the advertisement management server 2 via a communication network such as the Internet 1.
　ユーザ端末１０は、例えば、ＰＣやタブレット端末やスマートフォン等として構成されており、インターネット１を介して、１又は複数の媒体サーバ８０や販売サーバ９０等にアクセス可能となっている。 The user terminal 10 is configured as, for example, a PC, a tablet terminal, a smartphone, or the like, and can access one or a plurality of medium servers 80, a sales server 90, and the like via the Internet 1.
　媒体サーバ８０は、各種広告を提供しており、広告媒体となっている媒体サイトを運営するサーバである。この媒体サイトは、例えば、ポータルサイトや、検索サイトや、商品又はサービスの販売等を行うショッピングサイト等として構成されていても良い。 The media server 80 is a server that provides various advertisements and operates a media site that is an advertisement medium. This medium site may be configured as, for example, a portal site, a search site, a shopping site that sells products or services, and the like.
　販売サーバ９０は、例えば、商品又はサービスを販売するショッピングサイト等を運営するサーバである。
　一方、広告管理サーバ２は、タグ配信サーバ２０と、管理画面サーバ３０と、集計サーバ４０と、セグメントＤＢ５０と、媒体タグＤＢ６０と、レポート用ＤＢ７０等から構成されている。これらは、例えばＰＣ等として構成されていると共に、図示しないＬＡＮにより接続されており、互いに通信可能となっている。 The sales server 90 is a server that manages, for example, a shopping site that sells products or services.
On the other hand, the advertisement management server 2 includes a tag distribution server 20, a management screen server 30, a totaling server 40, a segment DB 50, a medium tag DB 60, a report DB 70, and the like. These are configured as, for example, a PC or the like and are connected by a LAN (not shown) so that they can communicate with each other.
　そして、ユーザ端末１０は、通信部１１，記憶部１２，制御部１３，表示部１４，操作部１５等を備える（図２参照）。
　通信部１１は、インターネット１にアクセスするための部位であり、インターネット１を介して、広告管理サーバ２等のサーバと通信を行う。 The user terminal 10 includes a communication unit 11, a storage unit 12, a control unit 13, a display unit 14, an operation unit 15 and the like (see FIG. 2).
The communication unit 11 is a part for accessing the Internet 1, and communicates with a server such as the advertisement management server 2 via the Internet 1.
　また、記憶部１２は、ＨＤＤ等といった記憶保持動作が不要なデバイスから構成されている。
　また、制御部１３は、ＣＰＵ，ＲＯＭ，ＲＡＭ，Ｉ／Ｏ及びこれらを接続するバスライン等からなるコンピュータ等から構成され、ＲＡＭにロードされたプログラム等に従い動作する。 The storage unit 12 is composed of a device that does not require a storage holding operation such as an HDD.
The control unit 13 is composed of a computer or the like including a CPU, ROM, RAM, I / O and a bus line connecting these, and operates according to a program loaded in the RAM.
　また、表示部１４は、液晶ディスプレイ等として構成され、各種情報を表示する部位であり、操作部１５は、キーボードやマウス等として構成され、各種操作を受け付ける部位である。 Further, the display unit 14 is configured as a liquid crystal display or the like and is a part for displaying various information, and the operation unit 15 is configured as a keyboard or a mouse or the like and is a part for receiving various operations.
　ユーザ端末１０には、ＣＤ－ＲＯＭ，ＵＳＢメモリ，メモリカード（登録商標）等の光ディスク，磁気ディスク，半導体製メモリ等として構成された記憶媒体に記憶された状態で提供されるブラウザがインストールされている。無論、ブラウザは、インターネット１から提供されても良い。 The user terminal 10 is installed with a browser provided in a state of being stored in a storage medium configured as an optical disk such as a CD-ROM, a USB memory, a memory card (registered trademark), a magnetic disk, a semiconductor memory, or the like. Yes. Of course, the browser may be provided from the Internet 1.
　そして、記憶部１２には、ユーザ端末１０にインストールされたブラウザとして動作するプログラムが記憶されている。ブラウザは、Ｃｏｏｋｉｅ機能を備えており、記憶部１２には、Ｃｏｏｋｉｅ機能により保存される情報（Ｃｏｏｋｉｅ１２ａと記載）が記憶されている。 The storage unit 12 stores a program that operates as a browser installed in the user terminal 10. The browser has a cookie function, and information stored by the cookie function (described as cookie 12a) is stored in the storage unit 12.
　また、タグ配信サーバ２０は、ユーザ端末１０と同様の通信部２１，記憶部２２，制御部２３，表示部２４，操作部２５等を備える（図３参照）。
　タグ配信サーバ２０には、ＣＤ－ＲＯＭ，ＵＳＢメモリ，メモリカード（登録商標）等の光ディスク，磁気ディスク，半導体製メモリ等として構成された記憶媒体２６に記憶された状態で提供されるタグ配信サーバ用アプリ（詳細は後述する）がインストールされている。無論、タグ配信サーバ用アプリは、インターネット１から提供されても良い。 The tag distribution server 20 includes a communication unit 21, a storage unit 22, a control unit 23, a display unit 24, an operation unit 25, and the like similar to those of the user terminal 10 (see FIG. 3).
The tag distribution server 20 is provided with a tag distribution server provided in a state of being stored in a storage medium 26 configured as an optical disk such as a CD-ROM, a USB memory, or a memory card (registered trademark), a magnetic disk, or a semiconductor memory. Application (details will be described later) are installed. Of course, the tag distribution server application may be provided from the Internet 1.
　そして、記憶部２２には、タグ配信サーバ２０にインストールされたタグ配信サーバ用アプリとして動作するプログラムが記憶されている。
　また、管理画面サーバ３０は、ユーザ端末１０と同様の通信部３１，記憶部３２，制御部３３，表示部３４，操作部３５等を備える（図４参照）。 The storage unit 22 stores a program that operates as a tag distribution server application installed in the tag distribution server 20.
The management screen server 30 includes a communication unit 31, a storage unit 32, a control unit 33, a display unit 34, an operation unit 35, and the like similar to those of the user terminal 10 (see FIG. 4).
　管理画面サーバ３０には、ＣＤ－ＲＯＭ，ＵＳＢメモリ，メモリカード（登録商標）等の光ディスク，磁気ディスク，半導体製メモリ等として構成された記憶媒体３６に記憶された状態で提供される管理画面サーバ用アプリ（詳細は後述する）がインストールされている。無論、管理画面サーバ用アプリは、インターネット１から提供されても良い。 The management screen server 30 is provided in a state stored in a storage medium 36 configured as an optical disk such as a CD-ROM, a USB memory, a memory card (registered trademark), a magnetic disk, a semiconductor memory, or the like. Application (details will be described later) are installed. Of course, the management screen server application may be provided from the Internet 1.
　そして、記憶部３２には、管理画面サーバ３０にインストールされた管理画面サーバ用アプリとして動作するプログラムが記憶されている。
　また、集計サーバ４０は、ユーザ端末１０と同様の通信部４１，記憶部４２，制御部４３，表示部４４，操作部４５等を備える（図５参照）。 The storage unit 32 stores a program that operates as a management screen server application installed in the management screen server 30.
The aggregation server 40 includes a communication unit 41, a storage unit 42, a control unit 43, a display unit 44, an operation unit 45, and the like similar to the user terminal 10 (see FIG. 5).
　集計サーバ４０には、ＣＤ－ＲＯＭ，ＵＳＢメモリ，メモリカード（登録商標）等の光ディスク，磁気ディスク，半導体製メモリ等として構成された記憶媒体４６に記憶された状態で提供される集計サーバ用アプリ（詳細は後述する）がインストールされている。無論、集計サーバ用アプリは、インターネット１から提供されても良い。 The aggregation server 40 includes an aggregation server application provided in a state stored in a storage medium 46 configured as an optical disk such as a CD-ROM, a USB memory, or a memory card (registered trademark), a magnetic disk, or a semiconductor memory. (Details will be described later) are installed. Of course, the aggregation server application may be provided from the Internet 1.
　そして、記憶部４２には、集計サーバ４０にインストールされた集計サーバ用アプリとして動作するプログラムが記憶されている。
　また、セグメントＤＢ５０，媒体タグＤＢ６０，レポート用ＤＢ７０や、媒体サーバ８０や販売サーバ９０は、タグ配信サーバ２０等と同様に構成されている。 The storage unit 42 stores a program that operates as an aggregation server application installed in the aggregation server 40.
The segment DB 50, medium tag DB 60, report DB 70, medium server 80, and sales server 90 are configured in the same manner as the tag distribution server 20 and the like.
　［動作の説明］
　次に、広告管理サーバ２の動作について説明する。
　ユーザが媒体サイトや、媒体サイトが広告を配信しているサイト等を訪れた際に、該ユーザが他のショッピングサイト等で過去に閲覧した商品やサービスに関する広告を再度配信するリターゲティングと呼ばれる広告手法が知られている。 [Description of operation]
Next, the operation of the advertisement management server 2 will be described.
When a user visits a media site, a site where the media site distributes advertisements, etc., an advertisement called retargeting that redistributes advertisements related to products and services that the user has viewed in the past on other shopping sites, etc. Techniques are known.
　広告管理サーバ２は、媒体サイトを運営する媒体サーバ８０が、販売サーバ９０が運営するショッピングサイトにアクセスしたユーザ端末１０に対し広告の再配信（例えば、リターゲティング）を行うための処理を行う。 The advertisement management server 2 performs processing for the media server 80 that operates the media site to redistribute (for example, retargeting) advertisements to the user terminal 10 that has accessed the shopping site operated by the sales server 90.
　（１）媒体タグ送信処理について
　まず、広告管理サーバ２を構成するタグ配信サーバ２０が、ユーザ端末１０に対して媒体タグを送信し、媒体サーバ８０に広告の再配信を行わせる媒体タグ送信処理について、図６のフローチャートを用いて説明する。 (1) Media tag transmission process First, the tag distribution server 20 constituting the advertisement management server 2 transmits a medium tag to the user terminal 10 and causes the medium server 80 to redistribute the advertisement. Will be described with reference to the flowchart of FIG.
　なお、以下では、ユーザ端末１０やタグ配信サーバ２０等にインストールされたプログラムが処理を行うといった記載がなされているが、これは、該プログラムに従い動作する制御部が処理を行うということを意味する。 In the following description, it is described that a program installed in the user terminal 10, the tag distribution server 20, or the like performs processing. This means that a control unit that operates according to the program performs processing. .
　Ｓ１００では、ユーザから受け付けた操作に応じてユーザ端末１０から販売サーバ９０へのアクセスがなされ、ブラウザに、販売サーバ９０が運営するショッピングサイトが表示される。 In S100, the user terminal 10 accesses the sales server 90 according to the operation received from the user, and the shopping site operated by the sales server 90 is displayed on the browser.
　当該ショッピングサイトのＷｅｂページには、例えばＪａｖａＳｃｒｉｐｔ（登録商標）により処理が記述された１又は複数のタグが埋め込まれている。このようなタグの１つとして、タグ配信サーバ２０に対し、ユーザ端末１０への管理タグ（ユーザ端末１０のユーザに関するユーザ情報を、タグ配信サーバ２０に送信する処理が記述されたタグ）の送信を要求する送信要求タグが埋め込まれている。 In the Web page of the shopping site, for example, one or a plurality of tags in which processing is described by JavaScript (registered trademark) are embedded. As one of such tags, transmission of a management tag (a tag in which processing for transmitting user information related to the user of the user terminal 10 to the tag distribution server 20 is described) to the user terminal 10 is transmitted to the tag distribution server 20. A transmission request tag for requesting is embedded.
　ブラウザは、当該ショッピングサイトを表示する際に送信要求タグを実行し、タグ配信サーバ２０に対し管理タグの送信を要求する。
　なお、このほかにも、販売サーバ９０からタグ配信サーバ２０に対し、ショッピングサイトにアクセスしたユーザ端末１０への管理タグの送信を要求する構成としても良い。 The browser executes a transmission request tag when displaying the shopping site, and requests the tag distribution server 20 to transmit a management tag.
In addition, the sales server 90 may request the tag distribution server 20 to transmit a management tag to the user terminal 10 that has accessed the shopping site.
　Ｓ１０５では、タグ配信サーバ２０のタグ配信サーバ用アプリは、管理タグの送信要求に応じてユーザ端末１０に管理タグを送信する。
　Ｓ１１０では、ユーザ端末１０のブラウザは、受信した管理タグを実行し、これにより、ユーザ情報が生成されると共に（Ｓ１１５）、該ユーザ情報がタグ配信サーバ２０に送信される（Ｓ１２０）。 In S105, the tag distribution server application of the tag distribution server 20 transmits the management tag to the user terminal 10 in response to the management tag transmission request.
In S110, the browser of the user terminal 10 executes the received management tag, thereby generating user information (S115) and transmitting the user information to the tag distribution server 20 (S120).
　ユーザ情報には、例えば、ユーザ端末１０の識別情報（例えば、リファラＵＲＬやロケーションＵＲＬ等）や、ユーザエージェントや、当該ショッピングサイトに関する各種情報等が含まれる。 The user information includes, for example, identification information of the user terminal 10 (for example, a referrer URL and a location URL), a user agent, and various types of information related to the shopping site.
　また、このほかにも、ユーザ情報には、当該ショッピングサイトに関するユーザの行動情報が含まれている。この行動情報としては、例えば、当該ショッピングサイトにアクセスした際に用いられたＵＲＬパラメータや、当該ショッピングサイトの初回訪問日からの経過日数や、累積訪問回数や、初回購入日からの経過日数や、累積購入回数や、累積購入金額や、累積ＰＶ数等が考えられる。また、これ以外にも、当該ショッピングサイトの初回訪問時期や、前回訪問時期や、商品やサービスの購入時期等が考えられる。 In addition to this, the user information includes user behavior information regarding the shopping site. As this behavior information, for example, the URL parameter used when accessing the shopping site, the number of days elapsed since the first visit date of the shopping site, the cumulative number of visits, the number of days elapsed since the first purchase date, The cumulative number of purchases, the cumulative purchase price, the cumulative number of PV, etc. can be considered. In addition to this, the first visit time of the shopping site, the last visit time, the purchase time of goods and services, and the like can be considered.
　これらの情報は、例えば、ブラウザがアクセスしたＵＲＬの履歴情報や、Ｃｏｏｋｉｅ１２ａや、当該ショッピングサイトのＨＴＭＬ文書や、該ＨＴＭＬ文書に埋め込まれたＪａｖａＳｃｒｉｐｔの変数等に基づき生成される。 These pieces of information are generated based on, for example, history information of URLs accessed by the browser, Cookie 12a, HTML documents of the shopping site, JavaScript variables embedded in the HTML documents, and the like.
　なお、ブラウザは、ユーザ情報をタグ配信サーバ２０に送信する際、ユーザ情報をＵＲＬパラメータに連結して送信しても良い。
　Ｓ１２５では、タグ配信サーバ２０のタグ配信サーバ用アプリは、受信したユーザ情報に基づき、ユーザ端末１０のユーザに適用するセグメントを決定する。 Note that the browser may transmit the user information linked to the URL parameter when transmitting the user information to the tag distribution server 20.
In S125, the tag distribution server application of the tag distribution server 20 determines a segment to be applied to the user of the user terminal 10 based on the received user information.
　具体的には、タグ配信サーバ用アプリは、ユーザ情報に基づき、ユーザを、当該ショッピングサイトで商品等を購入していない非購入ユーザと、当該ショッピングサイトで商品等を購入した購入ユーザとに分類する。 Specifically, the tag distribution server application classifies users into non-purchased users who have not purchased products or the like on the shopping site and purchased users who have purchased products or the like on the shopping site based on the user information. To do.
　そして、非購入ユーザに関しては、ユーザ情報に基づき、一例として、“初回訪問時からの経過日数”と、“当該ショッピングサイトへのＰＶ数（閲覧回数）”と、“直近７日間における訪問の有無”という、３つの観点で当該ショッピングサイトに関する行動特性が特定される。 For non-purchased users, based on the user information, for example, “the number of days since the first visit”, “the number of PV visits to the shopping site (the number of browsing)”, and “the presence or absence of visits in the last seven days” The behavior characteristic regarding the shopping site is specified from three viewpoints.
　一方、購入ユーザに関しては、ユーザ情報に基づき、一例として、“初回購入時からの経過日数”と、“当該ショッピングサイトでの累積購入金額”と、“直近６日間における購入の有無”という、３つの観点で当該ショッピングサイトに関する行動特性が特定される。 On the other hand, regarding the purchase user, based on the user information, for example, “elapsed days since the first purchase”, “cumulative purchase price at the shopping site”, and “presence / absence of purchase in the last 6 days” The behavior characteristic regarding the shopping site is specified from one viewpoint.
　また、図７には、非購入ユーザに適用されるセグメントを示す説明図が、図８には、購入ユーザに適用されるセグメントを示す説明図が記載されている。
　これらの説明図にて示される３次元の座標空間における３つの座標軸は、各行動特性に対応しており、各行動特性は複数の区分に区分けされる。そして、各行動特性の区分の組み合わせに対応してセグメントが設けられており、３次元の座標空間に示された点線の立体の各々がセグメントに相当する。 FIG. 7 is an explanatory diagram showing segments applied to non-purchased users, and FIG. 8 is an explanatory diagram showing segments applied to purchased users.
The three coordinate axes in the three-dimensional coordinate space shown in these explanatory diagrams correspond to each behavior characteristic, and each behavior characteristic is divided into a plurality of sections. A segment is provided corresponding to each combination of behavior characteristic categories, and each of the dotted solids shown in the three-dimensional coordinate space corresponds to a segment.
　そして、図７では、一例として、“初回訪問時からの経過日数”という行動特性は、“２０日以内”，“２０～３０日以内”，“３０日～”という３つの区分に区分けされている。また、“ショッピングサイトへのＰＶ数”という行動特性は、“１５回未満”，“１５回以上”という２つの区分に区分けされている。また、“直近７日間における訪問の有無”という行動特性は、“直近７日間訪問あり”，“直近７日間訪問なし”という２つの区分に区分けされている。 In FIG. 7, as an example, the behavioral characteristic “elapsed days since the first visit” is divided into three categories: “within 20 days”, “within 20-30 days”, and “within 30 days”. Yes. Further, the behavior characteristic of “the number of PV to the shopping site” is divided into two categories of “less than 15 times” and “more than 15 times”. In addition, the behavior characteristic of “the presence / absence of a visit during the last 7 days” is divided into two categories: “there is a visit during the last 7 days” and “there is no visit during the last 7 days”.
　また、図８では、一例として、“初回購入時からの経過日数”という行動特性は、“２５日以内”，“２５～３５日以内”，“３５日～”という３つの区分に区分けされている。また、“ショッピングサイトでの累積購入金額”という行動特性は、“２万円未満”，“２万円以上”という２つの区分に区分けされている。また、“直近６日間における購入の有無”という行動特性は、“直近６日間購入あり”，“直近６日間購入なし”という２つの区分に区分けされている。 Further, in FIG. 8, as an example, the behavior characteristic of “elapsed days from the first purchase” is divided into three categories of “within 25 days”, “within 25 to 35 days”, and “from 35 days”. Yes. Further, the behavior characteristic of “cumulative purchase price at shopping site” is divided into two categories, “less than 20,000 yen” and “more than 20,000 yen”. In addition, the behavior characteristic of “presence / absence of purchase in the last 6 days” is divided into two categories, “purchase for the last 6 days” and “no purchase for the last 6 days”.
　タグ配信サーバ用アプリは、ユーザ情報に基づきユーザの各行動特性がどの区分に属するかを判別すると共に、判別された各行動特性の区分の組み合わせに対応するセグメントを特定し、該セグメントをユーザに適用されるセグメントとする。 The tag distribution server application determines which category each user's behavior characteristic belongs to based on the user information, specifies a segment corresponding to the combination of the determined category of each behavior characteristic, and identifies the segment to the user. Applicable segment.
　なお、非購入ユーザや購入ユーザに対応する各セグメントを定める行動特性や、各行動特性の区分等を示すセグメント設定情報は、セグメントＤＢ５０に記憶されている。タグ配信サーバ用アプリは、セグメントＤＢ５０にアクセスしてセグメント設定情報を参照し、セグメント設定情報に基づき、ユーザに適用されるセグメントを決定する。 Note that the segment setting information indicating the behavior characteristics that determine each segment corresponding to a non-purchased user or a purchased user, the classification of each behavior characteristic, and the like is stored in the segment DB 50. The tag distribution server application accesses the segment DB 50, refers to the segment setting information, and determines a segment to be applied to the user based on the segment setting information.
　Ｓ１３０では、タグ配信サーバ２０のタグ配信サーバ用アプリは、Ｓ１２０で受信したユーザ情報に含まれているユーザ端末１０の識別情報や、ユーザエージェントや、行動情報等をテキストデータとして保存する。また、タグ配信サーバ用アプリは、ユーザに適用するセグメントに対応付けられている１又は複数の媒体タグを特定する。その後、タグ配信サーバ用アプリは、特定した媒体タグをユーザ端末に送信する（Ｓ１３５）。 In S130, the tag distribution server application of the tag distribution server 20 stores the identification information, user agent, behavior information, and the like of the user terminal 10 included in the user information received in S120 as text data. Further, the tag distribution server application specifies one or more medium tags associated with the segment to be applied to the user. Thereafter, the tag distribution server application transmits the identified medium tag to the user terminal (S135).
　この媒体タグには、媒体サーバ８０からの広告の再配信を受けるためや、コンバージョン計測等のためにユーザ端末１０が行うべき処理が、例えばＪａｖａＳｃｒｉｐｔにより記述されている。 In this medium tag, processing to be performed by the user terminal 10 for receiving advertisement redistribution from the medium server 80, conversion measurement, and the like is described by, for example, JavaScript.
　なお、各セグメントと媒体タグとの対応関係は、媒体タグＤＢ６０に記憶されており、タグ配信サーバ用アプリは、媒体タグＤＢ６０にアクセスし、適用されるセグメントに対応付けられている１又は複数の媒体タグを特定する。 The correspondence relationship between each segment and the medium tag is stored in the medium tag DB 60, and the tag distribution server application accesses the medium tag DB 60, and the one or more associated with the applied segment. Identify the media tag.
　このほかにも、タグ配信サーバ用アプリは、今回適用されるセグメントを特定すると共に、レポート用ＤＢ７０に記憶されている情報（詳細は後述する）に基づき、ユーザ端末１０に適用されているセグメントがどのように推移しているかを特定しても良い。そして、適用されたセグメントの推移のパターンに応じて、１又は複数の媒体タグを選択しても良い。 In addition to this, the tag distribution server application specifies the segment to be applied this time, and the segment applied to the user terminal 10 based on the information stored in the report DB 70 (details will be described later). You may specify how it is changing. Then, one or a plurality of medium tags may be selected in accordance with the applied segment transition pattern.
　タグ配信サーバ用アプリは、ユーザ端末１０に適用されるセグメントに基づき、ユーザが例えばロイヤルカスタマ（継続的に商品やサービスを購入するユーザ）であるか否かを把握することができる。さらに、ユーザ端末１０に適用されたセグメントの推移に基づき、ユーザがロイヤルカスタマであった時期を把握すること等が可能である。 The tag distribution server application can grasp whether or not the user is, for example, a royal customer (a user who continuously purchases products or services) based on a segment applied to the user terminal 10. Furthermore, based on the transition of the segment applied to the user terminal 10, it is possible to grasp the time when the user was a loyal customer.
　適用されるセグメントの推移のパターンに応じて１又は複数の媒体タグを選択し、選択した媒体タグをユーザ端末１０に送信することで、例えば、直前までロイヤルカスタマであったユーザと、以前にロイヤルカスタマであったユーザとに対し、異なる媒体タグを提供することができる。 By selecting one or a plurality of medium tags according to the applied segment transition pattern and transmitting the selected medium tag to the user terminal 10, for example, a user who was a royal customer until immediately before and a royal Different media tags can be provided to users who were customers.
　Ｓ１４０では、ユーザ端末１０のブラウザは、受信した媒体タグを実行する。これにより、ブラウザは、媒体タグに対応する媒体サーバ８０から広告の再配信を受けるための処理を実行し、媒体サーバ８０に対し広告の再配信に必要な情報が送信されると共に、Ｃｏｏｋｉｅ１２ａの更新等がなされる。また、媒体サーバ８０によるコンバージョン計測等も行われる。 In S140, the browser of the user terminal 10 executes the received media tag. Thereby, the browser executes processing for receiving advertisement redistribution from the medium server 80 corresponding to the medium tag, and information necessary for advertisement redistribution is transmitted to the medium server 80 and the update of the cookie 12a is performed. Etc. are made. Further, conversion measurement by the medium server 80 is also performed.
　その結果、以後、ショッピングサイトへの最新のアクセス結果を反映した状態で、受信した媒体タグに対応する媒体サーバ８０による広告の再配信がなされる。具体的には、ブラウザは、受信した媒体タグに対応する媒体サイトや、該媒体サーバ８０が広告を配信しているサイトにアクセスすると、該媒体サーバ８０からユーザ端末１０に対し、ショッピングサイトで閲覧した商品やサービスの広告が再配信され、ブラウザにて表示される。 As a result, thereafter, the advertisement is redistributed by the media server 80 corresponding to the received media tag in a state in which the latest access result to the shopping site is reflected. Specifically, when the browser accesses the media site corresponding to the received media tag or the site where the media server 80 delivers advertisements, the browser browses the user terminal 10 from the media server 80 on the shopping site. Advertisements for selected products and services are redistributed and displayed in the browser.
　Ｓ１４５では、タグ配信サーバ２０のタグ配信サーバ用アプリは、ユーザ端末１０に対し、Ｃｏｏｋｉｅ１２ａの更新を指示すると共に、ユーザに適用されたセグメントを示す適用情報を送信し、該適用情報をＣｏｏｋｉｅ１２ａに保存するよう指示する。 In S145, the tag distribution server application of the tag distribution server 20 instructs the user terminal 10 to update the cookie 12a, transmits application information indicating the segment applied to the user, and stores the application information in the cookie 12a. Instruct them to do so .
　Ｓ１５０では、ユーザ端末１０のブラウザは、タグ配信サーバ２０からの更新指示に応じてＣｏｏｋｉｅ１２ａを更新する。具体的には、ブラウザは、ショッピングサイトへのアクセス結果に基づき、Ｃｏｏｋｉｅ１２ａに保存されているショッピングサイトに関するユーザの行動情報を更新する。また、受信したショッピングサイトに関するセグメントの適用情報を、Ｃｏｏｋｉｅ１２ａに保存する。 In S150, the browser of the user terminal 10 updates the cookie 12a in response to an update instruction from the tag distribution server 20. Specifically, the browser updates the user behavior information related to the shopping site stored in the cookie 12a based on the access result to the shopping site. Also, the received segment application information related to the shopping site is stored in the cookie 12a.
　Ｓ１５５では、タグ配信サーバ２０のタグ配信サーバ用アプリは、Ｓ１３０にてテキストデータとして保存されたユーザ端末１０の識別情報や、ユーザエージェントや、行動情報等に基づきレポート用ＤＢ７０を更新する。なお、Ｓ１５５の処理は、定期的なタイミング（例えば、所定時刻になった際や、所定の日時となった際）に行われても良い。 In S155, the tag distribution server application of the tag distribution server 20 updates the report DB 70 based on the identification information, user agent, behavior information, and the like of the user terminal 10 stored as text data in S130. Note that the process of S155 may be performed at regular timing (for example, when a predetermined time is reached or when a predetermined date is reached).
　具体的には、タグ配信サーバ用アプリは、上記テキストデータから、例えば、ユーザ端末１０の識別情報と、当該ショッピングサイトにアクセスした際に用いたＵＲＬパラメータや、ユーザエージェント等を特定する。また、このほかにも、当該ショッピングサイトに関するユーザの行動情報（例えば、当該ショッピングサイトの初回訪問日からの経過日数や、累積訪問回数や、初回購入日からの経過日数や、累積購入回数や、累積購入金額や、累積ＰＶ数等）を特定する。 Specifically, the tag distribution server application specifies, for example, identification information of the user terminal 10, URL parameters used when accessing the shopping site, a user agent, and the like from the text data. In addition to this, user behavior information related to the shopping site (for example, the number of days elapsed since the first visit date of the shopping site, the cumulative number of visits, the number of days elapsed since the first purchase date, the cumulative number of purchases, (Accumulated purchase amount, accumulated PV number, etc.).
　そして、タグ配信サーバ用アプリは、例えば、現在の年月日時と、特定した上記情報と、今回送信した媒体タグに係るセグメントの適用情報等を対応付けた状態で、レポート用ＤＢ７０に記憶する。 Then, the tag distribution server application stores, for example, the current date in the report DB 70 in a state in which the specified date and time, the specified information, the application information of the segment related to the medium tag transmitted this time are associated with each other.
　（２）セグメント更新処理について
　次に、広告管理サーバ２を構成する管理画面サーバ３０が、セグメントＤＢ５０に記憶されているセグメント設定情報を更新するセグメント更新処理について、図９のフローチャートを用いて説明する。なお、本処理は、操作部３５を介して受け付けた操作に応じて開始される。 (2) Segment Update Process Next, the segment update process in which the management screen server 30 constituting the advertisement management server 2 updates the segment setting information stored in the segment DB 50 will be described with reference to the flowchart of FIG. . This process is started in response to an operation received via the operation unit 35.
　Ｓ２００では、管理画面サーバ３０の管理画面サーバ用アプリは、操作部３５から入力された操作に基づき、非購入ユーザ又は購入ユーザに対応するセグメントを定める行動特性を設定し、Ｓ２０５に処理を移行する。 In S200, the management screen server application of the management screen server 30 sets behavior characteristics that determine a segment corresponding to a non-purchased user or a purchased user based on an operation input from the operation unit 35, and the process proceeds to S205. .
　なお、管理画面サーバ用アプリは、非購入ユーザ又は購入ユーザに対応するセグメントを定める行動特性として、図７，８のように３つの行動特性を設定しても良いし、１、２、又は４以上の行動特性を設定しても良い。 Note that the management screen server application may set three behavioral characteristics as shown in FIGS. 7 and 8 as behavioral characteristics that determine a segment corresponding to a non-purchased user or a purchased user, or 1, 2, or 4 The above behavior characteristics may be set.
　Ｓ２０５では、管理画面サーバ用アプリは、ユーザからの指示に応じて各行動特性の区分を設定し、Ｓ２１０に処理を移行する。
　ここで、セグメントを定める行動特性として３つの行動特性が設定されている場合であれば、管理画面サーバ用アプリは、次のようにして区分を設定しても良い。 In S205, the management screen server application sets a category of each behavior characteristic according to an instruction from the user, and the process proceeds to S210.
Here, if three behavioral characteristics are set as behavioral characteristics that determine a segment, the management screen server application may set the classification as follows.
　すなわち、管理画面サーバ用アプリは、管理画面サーバ３０の表示部３４に、各行動特性に対応付けられた３つの座標軸からなる３次元の座標空間（図７，８参照）を表示し、各座標軸上に対応する行動特性の区分を表示すると共に、座標空間の内部に、セグメントに対応する立体の領域を表示しても良い。 That is, the management screen server application displays on the display unit 34 of the management screen server 30 a three-dimensional coordinate space (see FIGS. 7 and 8) composed of three coordinate axes associated with each behavior characteristic. The behavior characteristic classification corresponding to the above may be displayed, and a solid region corresponding to the segment may be displayed inside the coordinate space.
　そして、管理画面サーバ用アプリは、操作部３５を介して、行動特性の区分を定める閾値等の入力を受け付け、これに応じて対応する座標軸上の区分の表示やセグメントの表示を更新しても良い。 Then, the management screen server application receives an input such as a threshold value for determining a behavior characteristic category via the operation unit 35, and updates the display of the segment on the corresponding coordinate axis or the display of the segment accordingly. good.
　また、セグメントを定める行動特性として２つの行動特性が設定されている場合であれば、管理画面サーバ用アプリは、次のようにして区分を設定しても良い。
　すなわち、管理画面サーバ用アプリは、管理画面サーバ３０の表示部３４に、各行動特性に対応付けられた２つの座標軸からなる２次元の座標平面を表示し、各座標軸上に対応する行動特性の区分を表示すると共に、座標空間の内部に、セグメントに対応する平面領域を表示しても良い。 Further, if two behavior characteristics are set as the behavior characteristics that determine the segment, the management screen server application may set the classification as follows.
That is, the management screen server application displays a two-dimensional coordinate plane composed of two coordinate axes associated with each behavior characteristic on the display unit 34 of the management screen server 30, and the behavior characteristic corresponding to each coordinate axis is displayed. A section may be displayed, and a plane area corresponding to the segment may be displayed inside the coordinate space.
　そして、管理画面サーバ用アプリは、操作部３５を介して、行動特性の区分を定める閾値等の入力を受け付け、これに応じて対応する座標軸上の区分の表示やセグメントの表示を更新しても良い。 Then, the management screen server application receives an input such as a threshold value for determining a behavior characteristic category via the operation unit 35, and updates the display of the segment on the corresponding coordinate axis or the display of the segment accordingly. good.
　Ｓ２１０では、管理画面サーバ用アプリは、新たに設定した行動特性や区分を示すセグメント設定情報をセグメントＤＢ５０に記憶し、本処理を終了する。
　（３）レポート生成処理について
　次に、広告管理サーバ２を構成する集計サーバ４０が、レポート用ＤＢ７０に保存されている情報に基づき、ショッピングサイトに関するレポートを生成するレポート生成処理について、図１０のフローチャートを用いて説明する。なお、本処理は、操作部４５を介して受け付けた操作に応じて開始される。 In S210, the management screen server application stores the segment setting information indicating the newly set behavior characteristics and classification in the segment DB 50, and ends this process.
(3) Report Generation Processing Next, the report generation processing in which the aggregation server 40 configuring the advertisement management server 2 generates a report related to the shopping site based on the information stored in the report DB 70 will be described with reference to the flowchart of FIG. Will be described. This process is started in response to an operation received via the operation unit 45.
　Ｓ３００では、集計サーバ４０の集計サーバ用アプリは、操作部４５から入力された操作に基づき、レポートの作成を行うショッピングサイトを設定する。
　Ｓ３０５では、集計サーバ用アプリは、レポート用ＤＢ７０に記憶されている情報に基づき、設定されたショッピングサイトに関するレポートを生成し、記憶部４２に保存すると共に、該レポートを表示部４４に表示し、本処理を終了する。なお、該レポートは、ｃｓｖ形成のファイルとして構成されていても良い。 In S300, the aggregation server application of the aggregation server 40 sets a shopping site for creating a report based on the operation input from the operation unit 45.
In S305, the tabulation server application generates a report on the set shopping site based on the information stored in the report DB 70, stores the report in the storage unit 42, and displays the report on the display unit 44. This process ends. The report may be configured as a CSV file.
　このレポートは、例えば、ショッピングサイトに対するＰＶ数の合計や、所定期間毎（例えば、日単位や週単位）でのＰＶ数の平均値や、ＵＵ（ショッピングサイトを閲覧したユーザ）数の合計や、所定期間毎でのＵＵ数の平均値等を示していても良い。 This report includes, for example, the total number of PVs for a shopping site, the average number of PVs for each predetermined period (for example, daily or weekly), the total number of UUs (users who viewed shopping sites), An average value or the like of the number of UUs for each predetermined period may be shown.
　また、このレポートは、例えば、ショッピングサイトに対する訪問数（ユーザにより開始されたセッションの数）の合計や、所定期間毎での訪問数の平均値を示しても良い。
　また、このレポートは、ショッピングサイトでの商品やサービスの購入回数の合計や、所定期間毎での購入回数の平均値や、購入金額の合計や、所定期間毎での購入金額の平均値を示していても良い。 In addition, this report may indicate, for example, the total number of visits to the shopping site (the number of sessions started by the user) or the average value of visits for each predetermined period.
This report also shows the total number of purchases of goods and services on the shopping site, the average number of purchases for each predetermined period, the total purchase price, and the average purchase price for each predetermined period. May be.
　また、このレポートは、例えば、ショッピングサイトにアクセスしたユーザに対して適用されたセグメントに関する情報を示していても良い。
　具体的には、例えば、ショッピングサイトへのＵＵに対し各セグメントが適用された回数を示していていも良い。 Moreover, this report may show the information regarding the segment applied with respect to the user who accessed the shopping site, for example.
Specifically, for example, the number of times each segment is applied to the UU to the shopping site may be indicated.
　また、例えば、適用されたセグメントの推移に関する情報を表示しても良い。
　具体的には、例えば、適用されたセグメントが推移するパターンが共通するＵＵの数を示しても良い。具体例を挙げると、セグメント１～１２が設けられている場合に、セグメント１，２の順や、セグメント１，２，３の順にセグメントが適用されたＵＵの数を示しても良い。 Further, for example, information regarding the transition of the applied segment may be displayed.
Specifically, for example, the number of UUs having a common pattern in which applied segments change may be indicated. As a specific example, when segments 1 to 12 are provided, the number of UUs to which the segments are applied may be indicated in the order of segments 1 and 2 or the order of segments 1, 2 and 3.
　また、例えば、特定のセグメントが適用されているＵＵに関して、該セグメントが適用されるようになった時期を示しても良い。
　また、例えば、過去に特定のセグメントが適用されていたＵＵに関して、該セグメントが適用されなくなった時期を表示しても良い。 Further, for example, regarding a UU to which a specific segment is applied, the time when the segment is applied may be indicated.
In addition, for example, regarding UU to which a specific segment has been applied in the past, the time when the segment is no longer applied may be displayed.
　なお、上記レポートにてセグメントに関する情報を示す場合には、例えば、各行動特性に対応付けられた３つの座標軸からなり、セグメントが配された３次元の座標空間（図７，８参照）を用いても良い。 In addition, when the information regarding a segment is shown in the said report, for example, it is composed of three coordinate axes associated with each behavior characteristic, and a three-dimensional coordinate space (see FIGS. 7 and 8) in which segments are arranged is used. May be.
　［効果］
　本実施形態の広告管理サーバ２によれば、ショッピングサイトにアクセスしたユーザ端末１０には、ユーザのセグメントに応じた媒体サーバ８０による広告の再配信を行うための処理が記述された媒体タグが送信される。 [effect]
According to the advertisement management server 2 of the present embodiment, a media tag in which processing for redistributing advertisements by the media server 80 according to the user segment is transmitted to the user terminal 10 that has accessed the shopping site. Is done.
　このため、ユーザ端末１０にて受信した媒体タグが実行されると、ユーザに合致した媒体サーバ８０により広告の再配信が行われ、その結果、広告の再配信を効果的に行うことができる。 For this reason, when the media tag received by the user terminal 10 is executed, the advertisement is redistributed by the medium server 80 that matches the user, and as a result, the advertisement can be effectively redistributed.
　［他の実施形態］
　（１）本実施形態では、広告管理サーバ２は、タグ配信サーバ２０，管理画面サーバ３０，集計サーバ４０等から構成されているが、これに限らず、広告管理サーバ２は、単一のサーバや、２台又は４台以上のサーバから構成されていても良い。 [Other Embodiments]
(1) In the present embodiment, the advertisement management server 2 is composed of the tag distribution server 20, the management screen server 30, the aggregation server 40, etc., but is not limited to this, the advertisement management server 2 is a single server. Alternatively, it may be composed of two or four or more servers.
　また、広告管理サーバ２を構成する各データベースは、他のサーバとは別体となっているが、他のサーバに構築されていても良い。
　このような構成を有する場合であっても、同様の効果を得ることができる。 Each database constituting the advertisement management server 2 is separate from other servers, but may be constructed in other servers.
Even if it has such a structure, the same effect can be acquired.
　（２）また、本実施形態における媒体タグ送信処理では、販売サーバ９０により運営されるショッピングサイトの閲覧に起因する広告の再配信を行うための媒体タグが送信される。 (2) Further, in the media tag transmission process in the present embodiment, a media tag for redistributing advertisements resulting from browsing of a shopping site operated by the sales server 90 is transmitted.
　しかしながら、ショッピングサイトに限らず、同様にして、例えば、ポータルサイトや、検索サイトや、ブログ等、商品やサービスに関する情報を提供する様々な情報提供サイトの閲覧に起因する広告の再配信を行うための媒体タグを送信することも考えられる。このような場合であっても、同様の効果を得ることができる。 However, not only for shopping sites, but also for redistributing advertisements caused by browsing various information providing sites that provide information on products and services such as portal sites, search sites, blogs, etc. It is also conceivable to transmit the media tag. Even in such a case, the same effect can be obtained.
　［特許請求の範囲との対応］
　上記実施形態の説明で用いた用語と、特許請求の範囲の記載に用いた用語との対応を示す。 [Correspondence with Claims]
The correspondence between the terms used in the description of the above embodiment and the terms used in the description of the claims is shown.
　媒体タグ送信処理のＳ１０５～Ｓ１２０がユーザ情報取得部の一例に、Ｓ１２０が行動情報取得部の一例に、Ｓ１２５が分類部の一例に、Ｓ１３０が選択部，判別部の一例に、Ｓ１３５が媒体タグ提供部の一例に、Ｓ１５５が行動情報記憶部の一例に相当する。 S105 to S120 of the medium tag transmission process are examples of a user information acquisition unit, S120 is an example of a behavior information acquisition unit, S125 is an example of a classification unit, S130 is an example of a selection unit and a discrimination unit, and S135 is a medium tag. S155 corresponds to an example of a behavior information storage unit as an example of a providing unit.
　また、レポート生成処理のＳ３０５が、生成部の一例に相当する。 Further, S305 of the report generation process corresponds to an example of a generation unit.

Claims (7)

  1. 　商品又はサービスに関する情報を提供する情報提供サイトにアクセスするユーザ端末から、該ユーザ端末のユーザに関するユーザ情報を取得するユーザ情報取得部と、
    　前記ユーザ情報に基づき、前記ユーザを複数のセグメントのうちのいずれかに分類する分類部と、
    　前記ユーザが分類された前記セグメントに基づき、予め定められた媒体サーバに対応して設けられた複数の媒体タグの中から１又は複数の前記媒体タグを選択する選択部と、
    　前記選択部により選択された前記媒体タグを、前記ユーザ端末に提供する媒体タグ提供部として、
    　コンピュータを動作させ、
    　前記媒体タグには、対応する前記媒体サーバが、前記情報提供サイト以外の他のサイトにアクセスした前記ユーザ端末に対し、前記ユーザが該情報提供サイトにて閲覧した前記商品又はサービスに関する広告を再配信するための処理が記述されていること、
    　を特徴とする広告管理プログラム。     A user information acquisition unit that acquires user information related to a user of the user terminal from a user terminal that accesses an information providing site that provides information related to a product or a service;
    A classification unit that classifies the user into one of a plurality of segments based on the user information;
    A selection unit that selects one or a plurality of the media tags from a plurality of media tags provided corresponding to a predetermined media server based on the segment into which the user is classified;
    As a media tag providing unit that provides the media tag selected by the selection unit to the user terminal,
    Operate the computer,
    In the media tag, the media server corresponding to the user terminal that has accessed another site other than the information providing site re-advertises the product or service viewed by the user on the information providing site. The process for delivery is described,
    An advertisement management program characterized by
  2. 　請求項１に記載の広告管理プログラムにおいて、
    　前記ユーザ情報には、前記情報提供サイトに関しての前記ユーザの行動情報が含まれており、
    　前記分類部は、前記ユーザ情報に含まれる前記行動情報に基づき、前記ユーザをいずれかの前記セグメントに分類すること、
    　を特徴とする広告管理プログラム。     The advertisement management program according to claim 1,
    The user information includes behavior information of the user regarding the information providing site,
    The classification unit classifies the user into any of the segments based on the behavior information included in the user information;
    An advertisement management program characterized by
  3. 　請求項２に記載の広告管理プログラムにおいて、
    　前記広告管理プログラムは、
    　前記ユーザ情報に含まれる前記行動情報に基づき、複数の観点から、前記情報提供サイトに関しての前記ユーザの行動特性を判別する判別部として、
    　さらにコンピュータを動作させ、
    　それぞれの前記観点の前記行動特性は、２以上の区分に区分けされ、前記セグメントは、２又は３の前記観点の前記行動特性の各々における前記区分の組み合わせに対応して設けられており、
    　前記分類部は、それぞれの前記観点の前記行動特性が属する前記区分に基づき、前記ユーザを、いずれかの前記セグメントに分類すること、
    　を特徴とする広告管理プログラム。     The advertisement management program according to claim 2,
    The advertisement management program includes:
    Based on the behavior information included in the user information, as a determination unit that determines the behavior characteristics of the user regarding the information providing site from a plurality of viewpoints.
    Then run the computer,
    The behavior characteristics of each of the viewpoints are divided into two or more sections, and the segments are provided corresponding to combinations of the sections in each of the behavior characteristics of two or three of the viewpoints,
    The classifying unit classifies the user into any of the segments based on the classification to which the behavior characteristic of each of the viewpoints belongs;
    An advertisement management program characterized by
  4. 　請求項２又は請求項３に記載の広告管理プログラムにおいて、
    　前記広告管理プログラムは、
    　前記ユーザ端末にて前記情報提供サイトへのアクセスに応じて更新された前記行動情報を、該ユーザ端末から取得する行動情報取得部と、
    　前記行動情報取得部が取得した前記行動情報を記憶させる行動情報記憶部と、
    　前記行動情報記憶部により記憶された前記行動情報に基づき、前記情報提供サイトに関しての前記ユーザの行動に関する情報を生成する生成部として、
    　さらにコンピュータを動作させることを特徴とする広告管理プログラム。     In the advertisement management program according to claim 2 or claim 3,
    The advertisement management program includes:
    An action information acquisition unit that acquires the action information updated in response to access to the information providing site at the user terminal, from the user terminal;
    A behavior information storage unit for storing the behavior information acquired by the behavior information acquisition unit;
    Based on the behavior information stored by the behavior information storage unit, as a generation unit that generates information on the user's behavior regarding the information providing site,
    An advertisement management program characterized by further operating a computer.
  5. 　請求項４に記載の広告管理プログラムにおいて、
    　前記行動情報記憶部は、さらに、前記ユーザが分類された前記セグメントを示す適用情報を記憶させ、
    　前記生成部は、さらに、前記行動情報記憶部により記憶された前記適用情報に基づき、前記分類部による分類結果に関する情報を生成すること、
    　を特徴とする広告管理プログラム。     The advertisement management program according to claim 4,
    The behavior information storage unit further stores application information indicating the segment into which the user is classified,
    The generation unit further generates information related to a classification result by the classification unit based on the application information stored by the behavior information storage unit.
    An advertisement management program characterized by
  6. 　請求項１から請求項５のうちのいずれか１項に記載の広告管理プログラムにおいて、
    　前記選択部は、前記ユーザが分類された前記セグメントの推移に基づき、前記媒体タグを選択すること、
    　を特徴とする広告管理プログラム。     In the advertisement management program according to any one of claims 1 to 5,
    The selection unit selects the medium tag based on the transition of the segment into which the user is classified;
    An advertisement management program characterized by
  7. 　商品又はサービスに関する情報を提供する情報提供サイトにアクセスするユーザ端末から、該ユーザ端末のユーザに関するユーザ情報を取得するユーザ情報取得部と、
    　前記ユーザ情報に基づき、前記ユーザを複数のセグメントのうちのいずれかに分類する分類部と、
    　前記ユーザが分類された前記セグメントに基づき、予め定められた媒体サーバに対応して設けられた複数の媒体タグの中から１又は複数の前記媒体タグを選択する選択部と、
    　前記選択部により選択された前記媒体タグを、前記ユーザ端末に提供する媒体タグ提供部と、を備え、
    　前記媒体タグには、対応する前記媒体サーバが、前記情報提供サイト以外の他のサイトにアクセスした前記ユーザ端末に対し、前記ユーザが該情報提供サイトにて閲覧した前記商品又はサービスに関する広告を再配信するための処理が記述されていること、
    　を特徴とする広告管理サーバ。     A user information acquisition unit that acquires user information related to a user of the user terminal from a user terminal that accesses an information providing site that provides information related to a product or a service;
    A classification unit that classifies the user into one of a plurality of segments based on the user information;
    A selection unit that selects one or a plurality of the media tags from a plurality of media tags provided corresponding to a predetermined media server based on the segment into which the user is classified;
    A medium tag providing unit that provides the user terminal with the medium tag selected by the selection unit;
    In the media tag, the media server corresponding to the user terminal that has accessed another site other than the information providing site re-advertises the product or service viewed by the user on the information providing site. The process for delivery is described,
    An advertisement management server characterized by
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