WO2017119344A1 - Information generation device and information generation method - Google Patents

Information generation device and information generation method Download PDF

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Publication number
WO2017119344A1
WO2017119344A1 PCT/JP2016/088740 JP2016088740W WO2017119344A1 WO 2017119344 A1 WO2017119344 A1 WO 2017119344A1 JP 2016088740 W JP2016088740 W JP 2016088740W WO 2017119344 A1 WO2017119344 A1 WO 2017119344A1
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Prior art keywords
information
user
access log
purchase
access
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PCT/JP2016/088740
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French (fr)
Japanese (ja)
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真吾 井原
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株式会社リクルートホールディングス
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Publication of WO2017119344A1 publication Critical patent/WO2017119344A1/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

  • This disclosure relates to a technique for obtaining information useful for sales promotion in electronic commerce.
  • the effect of the measures can be grasped by examining the presence or absence of the use of coupons for the user who has actually purchased the product.
  • no information can be obtained about the user before the contract.
  • the technique which can obtain useful information in order to perform the sales promotion according to the degree of purchase will of each user is desired.
  • This disclosure is intended to provide a technique capable of obtaining useful information for performing sales promotion according to the degree of purchase intention of a user.
  • An information generation apparatus is an apparatus that generates information useful for promoting sales in accordance with a degree of purchase intention of a user.
  • A To a website that sells a product or service As information indicating the access status by the user terminal, at least a first page for designating information necessary for purchasing the product or service and a second page for confirming the final intention of purchasing the product or service
  • a first access log processing unit that generates first access log information including information indicating each access status; and (b) second access that is information indicating an access status by direct contact with the product or service by the user.
  • a second access log processing unit for generating log information; and (c) based on the first access log information and the second access log information.
  • a ranking processing unit that estimates a purchase intention of a user who has left before completion of purchase and generates ranking information according to the level of the purchase intention, and (d) at least purchases of the user based on the ranking information
  • the information generation device includes an analysis information generation unit that generates analysis information including information indicating motivation.
  • An information generation method is a method of generating information useful for promoting sales in accordance with a degree of purchase intention of a user, and (a) to a website that sells goods or services.
  • As information indicating the access status by the user terminal at least a first page for designating information necessary for purchasing the product or service and a second page for confirming the final intention of purchasing the product or service
  • Generating first access log information including information indicating each access status and (b) generating second access log information which is information indicating an access status by direct contact with the product or service by the user.
  • Generating information that ranks according to the level of purchase intention and (d) generating analysis information including at least information indicating the purchase intention of the user based on the ranking information. Is the method.
  • FIG. 1 is a diagram illustrating a schematic configuration of a system according to an embodiment.
  • FIG. 2 is a block diagram illustrating a configuration of the analysis apparatus.
  • FIG. 3 is a diagram illustrating an example of the content of the first access log information.
  • FIG. 4 is a diagram illustrating an example of the content of the second access log information.
  • FIG. 5 is a diagram illustrating an example of the content of ranking information.
  • FIG. 6 is a flowchart showing an operation procedure of the analysis apparatus.
  • FIG. 1 is a diagram illustrating a schematic configuration of a system according to an embodiment.
  • the system shown in FIG. 1 includes a plurality of user terminals 100 that are information processing terminals used by users, an analysis device (information generation device) 200, and an information processing device 300, respectively.
  • Each user terminal 100 is used by a user and has a function of performing communication via a communication line.
  • any terminal having a communication function such as a smartphone, a mobile phone, a PHS, a personal computer (PC), a notebook PC, a personal digital assistant (PDA), and a home game machine can be used.
  • Each user terminal 100 is connected to the analysis apparatus 200 via the communication network N so as to be able to communicate information with each other.
  • the analysis device 200 provides information related to various products or services, and performs processing for installing and operating a website (electronic commerce site) for selling these products and the like, and for each user. By analyzing the site browsing behavior when this website is accessed by the terminal 100, information for promoting sales according to the degree of purchase intention of each user is generated.
  • the analysis device 200 is configured by, for example, a computer having high arithmetic processing capability, and is configured by executing a predetermined program in the computer.
  • the information processing apparatus 300 is capable of receiving various types of information and displaying the contents, and transmitting information input using the operation unit to the outside.
  • an information processing apparatus 300 for example, a general personal computer or a portable terminal such as a smartphone or a tablet computer can be used.
  • the information processing apparatus 300 and the analysis apparatus 200 may be directly connected, connected via a local area network or the like, or connected via an external communication network such as the Internet. Good.
  • the communication network N is configured to include a communication network capable of mutual information communication between each user terminal 100 and the analysis device 200.
  • the communication network N may be any of, for example, the Internet, a LAN, a dedicated line, a telephone line, a corporate network, a mobile communication network, other communication lines, a combination thereof, or is it wired or wireless? It doesn't matter.
  • FIG. 2 is a block diagram showing a configuration of the analysis apparatus 200.
  • the analysis device 200 includes a control unit 10, an access log information storage unit 11, a communication unit 12, an input unit (not shown), a display unit, and the like.
  • the control unit 10 is configured by executing a predetermined operation program in a computer system including, for example, a CPU, a ROM, a RAM, and the like, and includes an electronic commerce (EC) processing unit 21 as a functional block, a first access A log processing unit 22, a second access log processing unit 23, a ranking processing unit 24, and an analysis information generation unit 25 are included.
  • EC electronic commerce
  • the EC processing unit 21 performs processing for installing and operating a website (electronic commerce site) for selling various products or services by electronic commerce (EC).
  • the website set up by the EC processing unit 21 includes, for example, an explanation page on which explanations such as contents and prices of products and images and images are posted, and information necessary for purchasing the products (for example, addresses, A purchase page for designating a name, an order quantity, etc., and a confirmation page for confirming and confirming a final purchase intention after information designation (input) is completed on the purchase page.
  • the first access log processing unit 22 generates first access log information that is information indicating an access status by each user terminal 100 to each page of the website installed by the EC processing unit 21.
  • the generated first access log information is stored in the access log information storage unit 11.
  • the second access log processing unit 23 is a second access log that is information indicating a direct access situation such as a telephone inquiry about a product by the user based on information input using the information processing apparatus 300 Generate information.
  • the generated second access log information is stored in the access log information storage unit 11.
  • direct access refers to access performed by the user directly without going through the web page as described above, and examples thereof include a telephone call to a telephone support window, an inquiry using an inquiry form, and the like.
  • the ranking processing unit 24 For each user corresponding to the user terminal 100, a score, which is a numerical value indicating each purchase motivation, is obtained, and according to the score, the purchase motivation of each user who has left before the completion of purchase is estimated, and according to the level of purchase motivation Ranking information indicating the contents of the users is generated.
  • the analysis information generation unit 25 is analysis such as a list that shows each user who has left before the completion of purchase based on the content of the ranking performed by the ranking processing unit 24 according to the purchase intention. Generate information.
  • the generated analysis information is output to the information processing device 300 or other external device (not shown).
  • the access log information storage unit 11 is a storage device having a large storage capacity such as a hard disk device, for example, and stores access log information generated by the first access log processing unit 22 and the second access log processing unit 23, respectively.
  • the communication unit 12 is connected to the control unit 10 and performs processing necessary for the control unit 10 to perform information communication with each user terminal 100 via the network N.
  • FIG. 3 is a diagram showing an example of the contents of the first access log information.
  • the exemplified first access log information indicates, for each user ID that is information for identifying each user, an access log that is information indicating an access status to each web page of the website, and a date and time when each web page is accessed. Contains a time stamp that is information.
  • the first access log information may include the stay time on each web page. In the illustrated example, for example, the access log of the user with the user ID “1” is accessed again on the next day without confirming the purchase intention after accessing the explanation page, the purchase page, and the confirmation page at each illustrated date and time. It is the content that has been accessed. The same applies to users with other user IDs, and detailed description thereof is omitted here.
  • FIG. 4 is a diagram showing an example of the content of the second access log information.
  • the exemplified second access log information includes, for each user ID, an access log that is an information indicating an access status by direct action such as telephone contact, and a time stamp that is information indicating the date and time when each action is performed. It is out.
  • the access log of the user with the user ID “1”, for example, has the content that the telephone contact for inquiries regarding products etc. was made to the telephone support window at the date and time shown in the figure.
  • the access log of the user with the user ID “2” has a content that an inquiry regarding a product or the like has been made from an inquiry form installed on the website at the illustrated date and time.
  • the access log based on these direct actions is generated based on information input by the operator or the like using the information processing apparatus 300, for example.
  • the second access log processing unit 23 of the analysis apparatus 200 may automatically generate an access log in response to clicking a predetermined operation button on the screen in the information processing apparatus 300 operated by the operator.
  • the second access log processing unit 23 may automatically generate an access log based on the contact from the inquiry form.
  • FIG. 5 is a diagram showing an example of the contents of the ranking information.
  • points are set in advance according to the contents of the access log. For example, 1 point for access to the explanation page and purchase page, 2 points for contact by telephone and inquiry form, 3 points for access to the confirmation page, and a series of access logs for access to the purchase completion page
  • the ranking processing unit 24 obtains a score, which is a numerical value indicating each purchase motivation, for each user who has left before the purchase is completed, according to the score for each access log set in advance.
  • the score is obtained by simply adding the points according to each access log.
  • the purchase of the product or service is completed, that is, when the purchase completion page is accessed, for example, the user's The score is cleared to 0.
  • the access log of the user with the user ID “1” has one point for the explanation page once, two points for the purchase page twice, three points for the confirmation page once, and two points for one telephone contact. Becomes “8 points”.
  • the access log of the user with the user ID “2” is 1 point for one explanation page, 1 point for one purchase page, and 2 points for one inquiry form, so the score is “4 points”.
  • the score is “1 point”.
  • the score of the user who has been contracted, that is, the user who has completed the purchase is “0” regardless of the access log.
  • the ranking processing unit 24 ranks each user who has left before the purchase is completed according to the score. For example, a user with a score of 7 or more has a rank “A” indicating that the purchase motivation is high, a user with a score of 4 to 6 or more has a rank “B” that indicates a relatively high motivation for purchase, and the score is Users with 1 to 3 or more points can be ranked “C”, which indicates that they have a low willingness to purchase.
  • the user with the user ID “1” has a score of 8 and rank “A”
  • the user with the user ID “2” has a score of 4 and rank “B” and the user ID “3”. Are ranked as “C” because they have 1 score.
  • FIG. 6 is a flowchart showing an operation procedure of the analysis apparatus 200. Note that the order of the processing of each step can be changed as long as no contradiction occurs.
  • the first access log processing unit 22 generates first access log information (see FIG. 3) in response to each user terminal 100 accessing the website, and the first access log information is stored in the access log information storage unit 11. Store (step S11).
  • the second access log processing unit 23 generates second access log information (see FIG. 4) based on information input using the information processing device 300, and the second access log information is stored in the access log information storage unit. 11 (step S12).
  • the ranking processing unit 24 receives the first access log information generated by the first access log processing unit 22 and the second access log information generated by each of the second access log processing unit 23 from the access log information storage unit 11. Based on these, ranking information indicating the level of willingness to purchase for each user is generated (step S13).
  • the analysis information generation unit 25 Based on the generated ranking information, the analysis information generation unit 25 generates analysis information that is information such as a list in which each user is classified according to their willingness to purchase, and the information processing apparatus 300 or other external not shown Output to the apparatus (step S14).
  • the generated analysis information can be used as useful information for performing sales promotion according to the degree of purchase intention of each user.
  • a user in rank A can take a measure of directly contacting a sales person by telephone or e-mail to recommend purchase of a product or the like.
  • the access log itself is included in the analysis information, it is possible to grasp what kind of access log the target user has been ranked in rank A and take a corresponding action.
  • the analysis information of the user is displayed on the screen of the information processing apparatus used by the operator. Will be smooth and can lead to sales promotion.
  • about the user of rank C for example, by displaying an advertising banner in the user terminal 100 used by the user, it is possible to dig up potential purchase intentions and lead to sales promotion.
  • the result of the sales promotion based on the generated analysis information is fed back, and the score is corrected by increasing or decreasing the score corresponding to each access log in the ranking processing unit 24.
  • the processing for operating the electronic commerce website is also performed in the analysis apparatus, but the function for operating the website may be executed by another apparatus.
  • Control unit 11 Access log information database 12: Communication unit 21: Electronic commerce processing unit 22: First access log processing unit 23: Second access log processing unit 24: Ranking processing unit 25: Analysis information generation unit 100: User terminal 200: Analysis device 300: Information processing device N: Communication network

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Abstract

The purpose of the present invention is to obtain useful information for conducting sales promotion in accordance with the purchasing desire level of a user. Provided is an information generation device (200) comprising: a first access log processing unit (22) that generates first access log information which indicates the status of access by a user terminal to a website and which includes information indicating at least the status of access to a first page for specifying information required to purchase a product, etc. and a second page for confirming a final intent to purchase the product, etc.; a second access log processing unit (23) that generates second access log information, which is information indicating an access status based on direct communication by the user regarding the product, etc.; a ranking processing unit (24) that estimates, on the basis of the first access log information and the second access log information, the purchasing desire of a user who left before completing a purchase, and generates ranking information according to the purchasing desire level; and an analysis information generation unit (25) that generates analysis information which includes at least information indicating the purchasing desire of the user, on the basis of the ranking information.

Description

情報生成装置、情報生成方法Information generating apparatus and information generating method 関連出願の相互参照Cross-reference of related applications
　本出願は、２０１６年１月４日に出願された日本出願番号（特願）２０１６－０００２８９号に基づくもので、ここにその記載内容を援用する。 This application is based on Japanese Application No. 2016-000289 filed on Jan. 4, 2016, the contents of which are incorporated herein by reference.
　本開示は、電子商取引における販売促進に有用な情報を得るための技術に関する。 This disclosure relates to a technique for obtaining information useful for sales promotion in electronic commerce.
　電子商取引においては、ユーザは、ウェブサイト上に掲載されている商品あるいはサービスの説明を読んでその内容や価格などを確認した上で、購入のために必要な情報（例えば、住所・氏名、注文数量など）を指定するためのページへ移動し、適宜情報を指定した後に購入意思を確定するページへ移動して最終的に購入意思を確定する。しかし、商品等の購入に至る前の段階まで達したものの最終的な購入意思の確定に至らないケースも多い。このため、例えば電子的なクーポンを配布するなど、購入直前に離脱するユーザを減らして成約率を高めるための各種施策が行われている（例えば、特許文献１参照）。
　ところで、上記のような施策では実際に商品等の購入に至ったユーザについて、クーポン利用の有無などを調べれば施策の効果を把握できる。しかし、成約前のユーザについては何ら情報が得られない。このため、各ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を得ることのできる技術が望まれている。 In electronic commerce, the user reads the description of the product or service posted on the website, confirms its contents and price, etc., and then purchases the necessary information (eg address / name, order) Move to the page for specifying the quantity, etc.), specify the information as appropriate, then move to the page for determining the purchase intention, and finally determine the purchase intention. However, there are many cases in which the final purchase intention is not finalized although the stage before the purchase of the product has been reached. For this reason, various measures for reducing the number of users leaving immediately before purchase and increasing the contract rate, such as distributing electronic coupons, have been taken (for example, see Patent Document 1).
By the way, in the measures as described above, the effect of the measures can be grasped by examining the presence or absence of the use of coupons for the user who has actually purchased the product. However, no information can be obtained about the user before the contract. For this reason, the technique which can obtain useful information in order to perform the sales promotion according to the degree of purchase will of each user is desired.
特開２０１５－１３０１４３号公報JP2015-130143A
　本開示は、ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を得ることが可能な技術を提供することを目的の１つとする。 This disclosure is intended to provide a technique capable of obtaining useful information for performing sales promotion according to the degree of purchase intention of a user.
　本開示に係る一態様の情報生成装置は、ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を生成する装置であって、（ａ）商品又はサービスを販売するウェブサイトへのユーザ端末によるアクセス状況を示す情報として、少なくとも前記商品又はサービスの購入に必要な情報を指定するための第１ページ及び前記商品又はサービスの購入の最終意思を確認するための第２ページへの各アクセス状況を示す情報を含む第１アクセスログ情報を生成する第１アクセスログ処理部と、（ｂ）前記ユーザによる前記商品又はサービスに関する直接的な連絡によるアクセス状況を示す情報である第２アクセスログ情報を生成する第２アクセスログ処理部と、（ｃ）前記第１アクセスログ情報及び前記第２アクセスログ情報に基づいて、購入完了前に離脱したユーザの購買意欲を推定して当該購買意欲の高低に応じたランク付け情報を生成するランク付け処理部と、（ｄ）前記ランク付け情報に基づいて、少なくとも前記ユーザの購買意欲を示す情報を含む解析情報を生成する解析情報生成部を含む、情報生成装置である。 An information generation apparatus according to an aspect of the present disclosure is an apparatus that generates information useful for promoting sales in accordance with a degree of purchase intention of a user. (A) To a website that sells a product or service As information indicating the access status by the user terminal, at least a first page for designating information necessary for purchasing the product or service and a second page for confirming the final intention of purchasing the product or service A first access log processing unit that generates first access log information including information indicating each access status; and (b) second access that is information indicating an access status by direct contact with the product or service by the user. A second access log processing unit for generating log information; and (c) based on the first access log information and the second access log information. A ranking processing unit that estimates a purchase intention of a user who has left before completion of purchase and generates ranking information according to the level of the purchase intention, and (d) at least purchases of the user based on the ranking information The information generation device includes an analysis information generation unit that generates analysis information including information indicating motivation.
　本開示に係る一態様の情報生成方法は、ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を生成する方法であって、（ａ）商品又はサービスを販売するウェブサイトへのユーザ端末によるアクセス状況を示す情報として、少なくとも前記商品又はサービスの購入に必要な情報を指定するための第１ページ及び前記商品又はサービスの購入の最終意思を確認するための第２ページへの各アクセス状況を示す情報を含む第１アクセスログ情報を生成するステップと、（ｂ）前記ユーザによる前記商品又はサービスに関する直接的な連絡によるアクセス状況を示す情報である第２アクセスログ情報を生成するステップと、（ｃ）前記第１アクセスログ情報及び前記第２アクセスログ情報に基づいて前記ユーザの購買意欲を推定して当該購買意欲の高低に応じたランク付け情報を生成するステップと、（ｄ）前記ランク付け情報に基づいて、少なくとも前記ユーザの購買意欲を示す情報を含む解析情報を生成するステップを含む、情報生成方法である。 An information generation method according to an aspect of the present disclosure is a method of generating information useful for promoting sales in accordance with a degree of purchase intention of a user, and (a) to a website that sells goods or services. As information indicating the access status by the user terminal, at least a first page for designating information necessary for purchasing the product or service and a second page for confirming the final intention of purchasing the product or service Generating first access log information including information indicating each access status; and (b) generating second access log information which is information indicating an access status by direct contact with the product or service by the user. And (c) estimating the purchase intention of the user based on the first access log information and the second access log information. Generating information that ranks according to the level of purchase intention, and (d) generating analysis information including at least information indicating the purchase intention of the user based on the ranking information. Is the method.
　上記構成によれば、ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を得ることが可能となる。 According to the above configuration, it is possible to obtain useful information for performing sales promotion in accordance with the degree of user's willingness to purchase.

図１は、一実施形態のシステムの概略構成を示す図である。FIG. 1 is a diagram illustrating a schematic configuration of a system according to an embodiment. 図２は、解析装置の構成を示すブロック図である。FIG. 2 is a block diagram illustrating a configuration of the analysis apparatus. 図３は、第１アクセスログ情報の内容の一例を示す図である。FIG. 3 is a diagram illustrating an example of the content of the first access log information. 図４は、第２アクセスログ情報の内容の一例を示す図である。FIG. 4 is a diagram illustrating an example of the content of the second access log information. 図５は、ランク付け情報の内容の一例を示す図である。FIG. 5 is a diagram illustrating an example of the content of ranking information. 図６は、解析装置の動作手順を示すフローチャートである。FIG. 6 is a flowchart showing an operation procedure of the analysis apparatus.
　図１は、一実施形態のシステムの概略構成を示す図である。同図に示すシステムは、それぞれユーザが用いる情報処理端末である複数のユーザ端末１００と、解析装置（情報生成装置）２００と、情報処理装置３００を含んで構成されている。 FIG. 1 is a diagram illustrating a schematic configuration of a system according to an embodiment. The system shown in FIG. 1 includes a plurality of user terminals 100 that are information processing terminals used by users, an analysis device (information generation device) 200, and an information processing device 300, respectively.
　各ユーザ端末１００は、ユーザが用いるものであり、通信回線を介して通信を行う機能を備えている。各ユーザ端末１００としては、スマートフォン、携帯電話機、ＰＨＳ、パーソナルコンピュータ（ＰＣ）、ノートＰＣ、携帯情報端末（ＰＤＡ）、家庭用ゲーム機器など、通信機能を備えたあらゆる端末を用いることができる。各ユーザ端末１００は、通信ネットワークＮを介して解析装置２００と相互に情報通信可能に接続されている。 Each user terminal 100 is used by a user and has a function of performing communication via a communication line. As each user terminal 100, any terminal having a communication function such as a smartphone, a mobile phone, a PHS, a personal computer (PC), a notebook PC, a personal digital assistant (PDA), and a home game machine can be used. Each user terminal 100 is connected to the analysis apparatus 200 via the communication network N so as to be able to communicate information with each other.
　解析装置２００は、各種の商品あるいはサービスに関する情報を提供し、これらの商品等の販売を行うためのウェブサイト（電子商取引サイト）をウェブ上に設置し運営するための処理を行うとともに、各ユーザ端末１００によってこのウェブサイトへアクセスされた際のサイト閲覧行動を解析することによって各ユーザの購買意欲の程度に応じた販売促進を行うための情報を生成するものである。この解析装置２００は、例えば演算処理能力の高いコンピュータによって構成され、そのコンピュータにおいて所定のプログラムを実行することによって構成される。 The analysis device 200 provides information related to various products or services, and performs processing for installing and operating a website (electronic commerce site) for selling these products and the like, and for each user. By analyzing the site browsing behavior when this website is accessed by the terminal 100, information for promoting sales according to the degree of purchase intention of each user is generated. The analysis device 200 is configured by, for example, a computer having high arithmetic processing capability, and is configured by executing a predetermined program in the computer.
　情報処理装置３００は、各種情報を受信してその内容を表示することや、操作部を用いて入力される情報を外部へ送信することが可能なものである。このような情報処理装置３００としては、例えば、一般的なパーソナルコンピュータ、あるいはスマートフォンやタブレット型コンピュータなどの携帯型端末などを用いることができる。情報処理装置３００と解析装置２００との間は、直接的に接続されてもよいし、ローカルエリアネットワーク等を介して接続されてもよいし、インターネット等の外部通信ネットワークを介して接続されてもよい。 The information processing apparatus 300 is capable of receiving various types of information and displaying the contents, and transmitting information input using the operation unit to the outside. As such an information processing apparatus 300, for example, a general personal computer or a portable terminal such as a smartphone or a tablet computer can be used. The information processing apparatus 300 and the analysis apparatus 200 may be directly connected, connected via a local area network or the like, or connected via an external communication network such as the Internet. Good.
　通信ネットワークＮは、各ユーザ端末１００と解析装置２００の間で相互に情報通信を行うことが可能な通信網を含んで構成されている。通信ネットワークＮは、例えば、インターネット、ＬＡＮ、専用線、電話回線、企業内ネットワーク、移動体通信網その他の通信回線、それらの組み合わせ等のいずれであってもよく、有線であるか無線であるかを問わない。 The communication network N is configured to include a communication network capable of mutual information communication between each user terminal 100 and the analysis device 200. The communication network N may be any of, for example, the Internet, a LAN, a dedicated line, a telephone line, a corporate network, a mobile communication network, other communication lines, a combination thereof, or is it wired or wireless? It doesn't matter.
　図２は、解析装置２００の構成を示すブロック図である。図示のように解析装置２００は、制御部１０、アクセスログ情報記憶部１１、通信部１２および図示しない入力部、表示部などを含んで構成されている。 FIG. 2 is a block diagram showing a configuration of the analysis apparatus 200. As illustrated, the analysis device 200 includes a control unit 10, an access log information storage unit 11, a communication unit 12, an input unit (not shown), a display unit, and the like.
　制御部１０は、例えばＣＰＵ、ＲＯＭ、ＲＡＭ等を備えたコンピュータシステムにおいて所定の動作プログラムを実行させることによって構成されるものであり、機能ブロックとしての電子商取引（ＥＣ）処理部２１、第１アクセスログ処理部２２、第２アクセスログ処理部２３、ランク付け処理部２４、解析情報生成部２５を有する。 The control unit 10 is configured by executing a predetermined operation program in a computer system including, for example, a CPU, a ROM, a RAM, and the like, and includes an electronic commerce (EC) processing unit 21 as a functional block, a first access A log processing unit 22, a second access log processing unit 23, a ranking processing unit 24, and an analysis information generation unit 25 are included.
　ＥＣ処理部２１は、電子商取引（Electronic　Commerce　:EC）によって各種の商品あるいはサービスの販売を行うためのウェブサイト（電子商取引サイト）をウェブ上に設置し運営するための処理を行う。ＥＣ処理部２１によって設置されるウェブサイトには、例えば、商品等の内容や価格などの説明や画像などが掲載されている説明ページ、商品等の購入のために必要な情報（例えば、住所・氏名、注文数量など）を指定するための購入ページ、この購入ページにおいて情報の指定（入力）が完了した後に最終的な購入意思を確認し確定させるための確認ページなどが含まれている。 The EC processing unit 21 performs processing for installing and operating a website (electronic commerce site) for selling various products or services by electronic commerce (EC). The website set up by the EC processing unit 21 includes, for example, an explanation page on which explanations such as contents and prices of products and images and images are posted, and information necessary for purchasing the products (for example, addresses, A purchase page for designating a name, an order quantity, etc., and a confirmation page for confirming and confirming a final purchase intention after information designation (input) is completed on the purchase page.
　第１アクセスログ処理部２２は、ＥＣ処理部２１によって設置されているウェブサイトの各ページへの各ユーザ端末１００によるアクセス状況を示す情報である第１アクセスログ情報を生成する。生成された第１アクセスログ情報はアクセスログ情報記憶部１１へ格納される。 The first access log processing unit 22 generates first access log information that is information indicating an access status by each user terminal 100 to each page of the website installed by the EC processing unit 21. The generated first access log information is stored in the access log information storage unit 11.
　第２アクセスログ処理部２３は、情報処理装置３００を用いて入力される情報等に基づいて、ユーザによる商品等に関する電話による問い合わせ等の直接的なアクセスの状況を示す情報である第２アクセスログ情報を生成する。生成された第２アクセスログ情報はアクセスログ情報記憶部１１へ格納される。ここでいう「直接的なアクセス」とは、上記したようなウェブページを介さずに直接的にユーザが行うアクセスであり、例えば、電話サポート窓口に対する電話、問い合わせフォームによる問い合わせ等が挙げられる。 The second access log processing unit 23 is a second access log that is information indicating a direct access situation such as a telephone inquiry about a product by the user based on information input using the information processing apparatus 300 Generate information. The generated second access log information is stored in the access log information storage unit 11. Here, “direct access” refers to access performed by the user directly without going through the web page as described above, and examples thereof include a telephone call to a telephone support window, an inquiry using an inquiry form, and the like.
　ランク付け処理部２４は、第１アクセスログ処理部２２、第２アクセスログ処理部２３のそれぞれによって生成された各アクセスログ情報（第１アクセスログ情報、第２アクセスログ情報）に基づいて、各ユーザ端末１００に対応するユーザごとに各々の購買意欲を示す数値であるスコアを求め、そのスコアに応じて購入完了前に離脱した各ユーザの購買意欲を推定し、購買意欲の高低に応じて各ユーザをランク付けしてその内容を示すランク付け情報を生成する。 Based on each access log information (first access log information, second access log information) generated by each of the first access log processing unit 22 and the second access log processing unit 23, the ranking processing unit 24 For each user corresponding to the user terminal 100, a score, which is a numerical value indicating each purchase motivation, is obtained, and according to the score, the purchase motivation of each user who has left before the completion of purchase is estimated, and according to the level of purchase motivation Ranking information indicating the contents of the users is generated.
　解析情報生成部２５は、ランク付け処理部２４によって行われたランク付けの内容に基づいて、購入完了前に離脱した各ユーザをその購買意欲に応じて分けて示したリストなどの情報である解析情報を生成する。生成された解析情報は、情報処理装置３００あるいはその他の図示しない外部装置へ出力される。 The analysis information generation unit 25 is analysis such as a list that shows each user who has left before the completion of purchase based on the content of the ranking performed by the ranking processing unit 24 according to the purchase intention. Generate information. The generated analysis information is output to the information processing device 300 or other external device (not shown).
　アクセスログ情報記憶部１１は、例えばハードディスク装置などの記憶容量が大きい記憶装置であり、第１アクセスログ処理部２２、第２アクセスログ処理部２３のそれぞれによって生成されるアクセスログ情報を記憶する。 The access log information storage unit 11 is a storage device having a large storage capacity such as a hard disk device, for example, and stores access log information generated by the first access log processing unit 22 and the second access log processing unit 23, respectively.
　通信部１２は、制御部１０と接続されており、制御部１０がネットワークＮを介して各ユーザ端末１００との間で情報通信するために必要な処理を行う。 The communication unit 12 is connected to the control unit 10 and performs processing necessary for the control unit 10 to perform information communication with each user terminal 100 via the network N.
　図３は、第１アクセスログ情報の内容の一例を示す図である。例示した第１アクセスログ情報は、各ユーザを識別する情報であるユーザＩＤごとに、ウェブサイトの各ウェブページへのアクセス状況を示す情報であるアクセスログと、各ウェブページへアクセスした日時を示す情報であるタイムスタンプを含んでいる。なお、第１アクセスログ情報には、各ウェブページでの滞在時間を含めるようにしてもよい。図示の例では、例えばユーザＩＤ「１」のユーザのアクセスログは、図示の各日時において説明ページ、購入ページ、確認ページへアクセスした後、購入意思を確定することなく、翌日に再度、購入ページへアクセスした、という内容となっている。なお、他のユーザＩＤのユーザについても同様であり、ここでは詳細な説明を省略する。 FIG. 3 is a diagram showing an example of the contents of the first access log information. The exemplified first access log information indicates, for each user ID that is information for identifying each user, an access log that is information indicating an access status to each web page of the website, and a date and time when each web page is accessed. Contains a time stamp that is information. The first access log information may include the stay time on each web page. In the illustrated example, for example, the access log of the user with the user ID “1” is accessed again on the next day without confirming the purchase intention after accessing the explanation page, the purchase page, and the confirmation page at each illustrated date and time. It is the content that has been accessed. The same applies to users with other user IDs, and detailed description thereof is omitted here.
　図４は、第２アクセスログ情報の内容の一例を示す図である。例示した第２アクセスログ情報は、各ユーザＩＤごとに、電話連絡などの直接的な行動によるアクセス状況を示す情報であるアクセスログと、各行動を行った日時を示す情報であるタイムスタンプを含んでいる。例えば、例えばユーザＩＤ「１」のユーザのアクセスログは、図示の日時において電話サポート窓口等へ商品等に関する問い合わせの電話連絡を行った、という内容となっている。同様に、ユーザＩＤ「２」のユーザのアクセスログは、図示の日時においてウェブサイトに設置された問い合わせフォームから商品等に関する問い合わせの連絡を行った、という内容となっている。 FIG. 4 is a diagram showing an example of the content of the second access log information. The exemplified second access log information includes, for each user ID, an access log that is an information indicating an access status by direct action such as telephone contact, and a time stamp that is information indicating the date and time when each action is performed. It is out. For example, the access log of the user with the user ID “1”, for example, has the content that the telephone contact for inquiries regarding products etc. was made to the telephone support window at the date and time shown in the figure. Similarly, the access log of the user with the user ID “2” has a content that an inquiry regarding a product or the like has been made from an inquiry form installed on the website at the illustrated date and time.
　これらの直接的な行動によるアクセスログは、例えばオペレータ等が情報処理装置３００を用いて入力した情報に基づいて生成される。あるいは、オペレータの操作する情報処理装置３００において画面上で所定の操作ボタンをクリックしたことに応じて、解析装置２００の第２アクセスログ処理部２３が自動的にアクセスログを生成してもよい。同様に、問い合わせフォームからの連絡に基づいて第２アクセスログ処理部２３が自動的にアクセスログを生成してもよい。 The access log based on these direct actions is generated based on information input by the operator or the like using the information processing apparatus 300, for example. Alternatively, the second access log processing unit 23 of the analysis apparatus 200 may automatically generate an access log in response to clicking a predetermined operation button on the screen in the information processing apparatus 300 operated by the operator. Similarly, the second access log processing unit 23 may automatically generate an access log based on the contact from the inquiry form.
　図５は、ランク付け情報の内容の一例を示す図である。この実施形態では、予めアクセスログの内容に応じてそれぞれに点数が設定されている。一例として、説明ページや購入ページへのアクセスについては１点、電話連絡や問い合わせフォームによる連絡については２点、確認ページへのアクセスについては３点、購入完了ページへのアクセスについては一連アクセスログをまとめて０点、というように各アクセスログに対する点数が設定されているものとする。ランク付け処理部２４は、この予め設定されている各アクセスログに対する点数に応じて、購入完了前に離脱した各ユーザごとに各々の購買意欲を示す数値であるスコアを求める。ここでは、各アクセスログに応じた点数を単純に加算してスコアが求められるものとするが、商品やサービスの購入を完了した場合、すなわち、例えば購入完了ページにアクセスした場合は、当該ユーザのスコアをゼロクリアして０点とする。 FIG. 5 is a diagram showing an example of the contents of the ranking information. In this embodiment, points are set in advance according to the contents of the access log. For example, 1 point for access to the explanation page and purchase page, 2 points for contact by telephone and inquiry form, 3 points for access to the confirmation page, and a series of access logs for access to the purchase completion page It is assumed that the score for each access log is set such that 0 points are collected. The ranking processing unit 24 obtains a score, which is a numerical value indicating each purchase motivation, for each user who has left before the purchase is completed, according to the score for each access log set in advance. Here, the score is obtained by simply adding the points according to each access log. However, when the purchase of the product or service is completed, that is, when the purchase completion page is accessed, for example, the user's The score is cleared to 0.
　例えば、ユーザＩＤ「１」のユーザのアクセスログは、説明ページ１回で１点、購入ページ２回で２点、確認ページ１回で３点、電話連絡１回で２点であるため、スコアが「８点」となる。同様に、ユーザＩＤ「２」のユーザのアクセスログは、説明ページ１回で１点、購入ページ１回で１点、問い合わせフォーム１回で２点であるため、スコアが「４点」となる。また、ユーザＩＤ「３」のユーザのアクセスログは、説明ページ１回のみであるためスコアが「１点」となる。なお、図示省略しているが、本実施形態において、成約したユーザ、すなわち、購入完了に至ったユーザのスコアは、アクセスログにかかわらず「０点」となる。 For example, the access log of the user with the user ID “1” has one point for the explanation page once, two points for the purchase page twice, three points for the confirmation page once, and two points for one telephone contact. Becomes “8 points”. Similarly, the access log of the user with the user ID “2” is 1 point for one explanation page, 1 point for one purchase page, and 2 points for one inquiry form, so the score is “4 points”. . Further, since the access log of the user with the user ID “3” is only one explanation page, the score is “1 point”. Although not shown in the figure, in the present embodiment, the score of the user who has been contracted, that is, the user who has completed the purchase, is “0” regardless of the access log.
　上記のようにしてスコアが求められると、ランク付け処理部２４は、それらのスコアに応じて購入完了前に離脱した各ユーザをランク付けする。例えば、スコアが７点以上のユーザは購入意欲が高いことを示すランク「Ａ」とし、スコアが４～６点以上のユーザは購入意欲が比較的高いことを示すランク「Ｂ」とし、スコアが１～３点以上のユーザは購入意欲が低いことを示すランク「Ｃ」とすることができる。図示の例では、ユーザＩＤ「１」のユーザは、スコア８点であるためランク「Ａ」、ユーザＩＤ「２」のユーザは、スコア４点であるためランク「Ｂ」、ユーザＩＤ「３」のユーザは、スコア１点であるためランク「Ｃ」とランク付けされる。 When the score is obtained as described above, the ranking processing unit 24 ranks each user who has left before the purchase is completed according to the score. For example, a user with a score of 7 or more has a rank “A” indicating that the purchase motivation is high, a user with a score of 4 to 6 or more has a rank “B” that indicates a relatively high motivation for purchase, and the score is Users with 1 to 3 or more points can be ranked “C”, which indicates that they have a low willingness to purchase. In the illustrated example, the user with the user ID “1” has a score of 8 and rank “A”, and the user with the user ID “2” has a score of 4 and rank “B” and the user ID “3”. Are ranked as “C” because they have 1 score.
　図６は、解析装置２００の動作手順を示すフローチャートである。なお、各ステップの処理については矛盾を生じない限りにおいてその順序を変更することが可能である。 FIG. 6 is a flowchart showing an operation procedure of the analysis apparatus 200. Note that the order of the processing of each step can be changed as long as no contradiction occurs.
　第１アクセスログ処理部２２は、各ユーザ端末１００によるウェブサイトへのアクセスに応じて第１アクセスログ情報（図３参照）を生成し、その第１アクセスログ情報をアクセスログ情報記憶部１１へ格納する（ステップＳ１１）。 The first access log processing unit 22 generates first access log information (see FIG. 3) in response to each user terminal 100 accessing the website, and the first access log information is stored in the access log information storage unit 11. Store (step S11).
　第２アクセスログ処理部２３は、情報処理装置３００を用いて入力される情報等に基づいて第２アクセスログ情報（図４参照）を生成し、その第２アクセスログ情報をアクセスログ情報記憶部１１へ格納する（ステップＳ１２）。 The second access log processing unit 23 generates second access log information (see FIG. 4) based on information input using the information processing device 300, and the second access log information is stored in the access log information storage unit. 11 (step S12).
　ランク付け処理部２４は、第１アクセスログ処理部２２によって生成された第１アクセスログ情報および第２アクセスログ処理部２３のそれぞれによって生成された第２アクセスログ情報をアクセスログ情報記憶部１１から読み出し、それらに基づいて各ユーザの購買意欲の高低を示すランク付け情報を生成する（ステップＳ１３）。 The ranking processing unit 24 receives the first access log information generated by the first access log processing unit 22 and the second access log information generated by each of the second access log processing unit 23 from the access log information storage unit 11. Based on these, ranking information indicating the level of willingness to purchase for each user is generated (step S13).
　解析情報生成部２５は、生成されたランク付け情報に基づいて、各ユーザをその購買意欲に応じて分類したリストなどの情報である解析情報を生成し、情報処理装置３００あるいはその他の図示しない外部装置へ出力する（ステップＳ１４）。 Based on the generated ranking information, the analysis information generation unit 25 generates analysis information that is information such as a list in which each user is classified according to their willingness to purchase, and the information processing apparatus 300 or other external not shown Output to the apparatus (step S14).
　生成された解析情報は、各ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報として活用することができる。例えば、ランクＡのユーザについては、営業担当者から電話や電子メール等で直接的に連絡をして商品等の購入を勧めるという対応を採ることができる。このとき、解析情報にアクセスログ自体も含めておけば、対象となるユーザがどのようなアクセスログを経てランクＡにランク付けされたのかを把握してそれに応じた対応を採ることができる。例えば、どの商品等に関心を持っているのかを把握してそれに応じた対応を採れる。また、ランクＢのユーザについては、例えば、そのユーザから電話サポート窓口へ電話がかかってきた際に、オペレータの用いる情報処理装置の画面上にそのユーザの解析情報を表示させるようにすれば問い合わせへの対応がスムーズになり、販売促進につなげることができる。また、ランクＣのユーザについては、例えば、そのユーザの用いるユーザ端末１００において広告バナーを表示させることで、潜在的な購入意欲を掘り起こして販売促進につなげることができる。 The generated analysis information can be used as useful information for performing sales promotion according to the degree of purchase intention of each user. For example, a user in rank A can take a measure of directly contacting a sales person by telephone or e-mail to recommend purchase of a product or the like. At this time, if the access log itself is included in the analysis information, it is possible to grasp what kind of access log the target user has been ranked in rank A and take a corresponding action. For example, it is possible to grasp which product or the like is interested in and take a corresponding action. For a user of rank B, for example, when a call is made from the user to the telephone support window, the analysis information of the user is displayed on the screen of the information processing apparatus used by the operator. Will be smooth and can lead to sales promotion. Moreover, about the user of rank C, for example, by displaying an advertising banner in the user terminal 100 used by the user, it is possible to dig up potential purchase intentions and lead to sales promotion.
　以上のような実施形態によれば、購入完了前に離脱した各ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を得ることが可能となる。 According to the embodiment as described above, it is possible to obtain useful information for performing sales promotion in accordance with the degree of purchase motivation of each user who has left before completion of purchase.
　なお、本発明は上記した実施形態に限定されるものではなく、本発明の要旨を逸脱しない範囲内において、他の様々な形で実施することができる。このため、上記実施形態はあらゆる点で単なる例示にすぎず、限定的に解釈されるものではない。 Note that the present invention is not limited to the above-described embodiment, and can be implemented in various other forms without departing from the gist of the present invention. For this reason, the said embodiment is only a mere illustration in all points, and is not interpreted limitedly.
　例えば、上記した実施形態において、生成された解析情報に基づいて販売促進を行った結果をフィードバックし、ランク付け処理部２４における各アクセスログに対応する点数を増減する等してスコアの付け方を補正する手段を設けてもよいし、ランク付けに応じた販売促進の内容を調整してもよい。 For example, in the above-described embodiment, the result of the sales promotion based on the generated analysis information is fed back, and the score is corrected by increasing or decreasing the score corresponding to each access log in the ranking processing unit 24. There may be provided means for performing sales, or the contents of sales promotion may be adjusted according to the ranking.
　また、上記した実施形態では、解析装置において電子商取引のウェブサイトを運営する処理も行っていたが、ウェブサイトの運営を行う機能が別の装置によって実行されていてもよい。 Further, in the above-described embodiment, the processing for operating the electronic commerce website is also performed in the analysis apparatus, but the function for operating the website may be executed by another apparatus.
　１０：制御部
　１１：アクセスログ情報データベース
　１２：通信部
　２１：電子商取引処理部
　２２：第１アクセスログ処理部
　２３：第２アクセスログ処理部
　２４：ランク付け処理部
　２５：解析情報生成部
　１００：ユーザ端末
　２００：解析装置
　３００：情報処理装置
　Ｎ：通信ネットワーク 10: Control unit 11: Access log information database 12: Communication unit 21: Electronic commerce processing unit 22: First access log processing unit 23: Second access log processing unit 24: Ranking processing unit 25: Analysis information generation unit 100: User terminal 200: Analysis device 300: Information processing device N: Communication network

Claims (8)

  1. 　ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を生成する装置であって、
    　商品又はサービスを販売するウェブサイトへのユーザ端末によるアクセス状況を示す情報として、少なくとも前記商品又はサービスの購入に必要な情報を指定するための第１ページ及び前記商品又はサービスの購入の最終意思を確認するための第２ページへの各アクセス状況を示す情報を含む第１アクセスログ情報を生成する第１アクセスログ処理部と、
    　前記ユーザによる前記商品又はサービスに関する直接的な連絡によるアクセス状況を示す情報である第２アクセスログ情報を生成する第２アクセスログ処理部と、
    　前記第１アクセスログ情報及び前記第２アクセスログ情報に基づいて、購入完了前に離脱したユーザの購買意欲を推定して当該購買意欲の高低に応じたランク付け情報を生成するランク付け処理部と、
    　前記ランク付け情報に基づいて、少なくとも前記ユーザの購買意欲を示す情報を含む解析情報を生成する解析情報生成部と、
    を含む、情報生成装置。     An apparatus for generating useful information for performing sales promotion according to the degree of user's willingness to purchase,
    As information indicating the access status by the user terminal to the website that sells the product or service, at least the first page for designating information necessary for purchasing the product or service and the final intention of purchasing the product or service. A first access log processing unit that generates first access log information including information indicating each access status to the second page for confirmation;
    A second access log processing unit that generates second access log information that is information indicating an access status by direct contact with the product or service by the user;
    A ranking processing unit that estimates the purchase intention of a user who has left before the completion of purchase based on the first access log information and the second access log information, and generates ranking information according to the level of the purchase intention; ,
    Based on the ranking information, an analysis information generation unit that generates analysis information including at least information indicating the user's purchase intention;
    An information generation device including:
  2. 　前記ランク付け処理部は、前記第１ページ及び前記第２ページの各々に対するアクセス並びに前記直接的な連絡によるアクセスの各々の回数に応じてスコアを設定し、当該スコアの合計値に応じて前記ユーザの購買意欲の高低を示すランクを求めて当該ランクを用いて前記ランク付け情報を生成する、
    　請求項１に記載の情報生成装置。     The ranking processing unit sets a score according to the number of times of access to each of the first page and the second page and access by the direct contact, and the user according to the total value of the scores The rank information is generated by using the rank to obtain a rank indicating the level of purchase motivation of
    The information generation device according to claim 1.
  3. 　前記第１アクセスログ処理部によって生成される前記第１アクセスログ情報及び前記第２アクセスログ処理部によって生成される前記第２アクセスログ情報を格納するアクセスログ情報記憶部、を更に備える、
    　請求項１又は２に記載の情報生成装置。     An access log information storage unit for storing the first access log information generated by the first access log processing unit and the second access log information generated by the second access log processing unit;
    The information generation device according to claim 1.
  4. 　前記第１アクセスログ情報は、前記商品又はサービスの内容を説明するための第３ページへのアクセス状況を示す情報を更に含む、
    　請求項１～３の何れか１項に記載の情報生成装置。     The first access log information further includes information indicating an access status to a third page for explaining contents of the product or service.
    The information generating apparatus according to any one of claims 1 to 3.
  5. 　前記第２アクセスログ情報における前記直接的な連絡は、前記ユーザの電話による連絡及び／又は前記問い合わせフォームからの連絡を含む、
    　請求項１～４の何れか１項に記載の情報生成装置。     The direct contact in the second access log information includes a telephone contact of the user and / or a contact from the inquiry form.
    The information generation apparatus according to any one of claims 1 to 4.
  6. 　購入完了前に離脱したユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を生成する装置であって、
    　商品又はサービスを販売するウェブサイトへのユーザ端末によるアクセス状況を示す情報として、少なくとも前記商品又はサービスの購入に必要な情報を指定するための第１ページ、前記商品又はサービスの購入の最終意思を確認するための第２ページ、及び前記商品又はサービスの購入が完了したことを表す第３ページへの各アクセス状況を示す情報を含む第１アクセスログ情報を生成する第１アクセスログ処理部と、
    　前記ユーザによる前記商品又はサービスに関する電話による連絡又は問い合わせフォームからの連絡を含む直接的な連絡によるアクセス状況を示す情報である第２アクセスログ情報を生成する第２アクセスログ処理部と、
    　前記第１ページ及び前記第２ページの各々に対するアクセス並びに前記直接的な連絡によるアクセスの各々の回数に応じてスコアを設定し、当該スコアに応じてユーザの購買意欲の高低を示すランクを求め、当該ランクを用いて購入完了に至らずに購入完了前に離脱したユーザの購買意欲を推定して当該購買意欲の高低に応じたランク付け情報を生成するランク付け処理部であって、前記第３ページに対するアクセスログを有するユーザのスコアを初期化する、ランク付け処理部と、
    　前記ランク付け情報に基づいて、少なくとも前記購入完了前に離脱したユーザの購買意欲を示す情報を含む解析情報を生成し、営業担当者又は電話サポート窓口のオペレータが用いる情報処理装置に出力する解析情報生成部と、
    を含む、情報生成装置。     An apparatus for generating useful information for performing sales promotion according to the degree of purchase intention of a user who has left before the completion of purchase,
    At least a first page for designating information necessary for purchasing the product or service, as the information indicating the access status by the user terminal to the website selling the product or service, the final intention of purchasing the product or service A first access log processing unit that generates first access log information including information indicating each access status to the second page for confirmation and the third page indicating that the purchase of the product or service is completed;
    A second access log processing unit that generates second access log information that is information indicating an access status by direct contact including contact by telephone or contact from the inquiry form regarding the product or service by the user;
    A score is set according to the number of times of access to each of the first page and the second page and access by the direct contact, and a rank indicating the level of user's purchase will be determined according to the score, A ranking processing unit that estimates the purchase motivation of a user who has left before the purchase completion without using the rank, and generates ranking information according to the level of the purchase motivation. A ranking processing unit that initializes a score of a user having an access log to the page;
    Based on the ranking information, analysis information including at least information indicating purchase intention of a user who has left before completion of the purchase is generated, and output to an information processing apparatus used by a sales representative or an operator of a telephone support window A generator,
    An information generation device including:
  7. 　ユーザの購買意欲の程度に応じた販売促進を行うために有用な情報を生成する方法であって、
    　商品又はサービスを販売するウェブサイトへのユーザ端末によるアクセス状況を示す情報として、少なくとも前記商品又はサービスの購入に必要な情報を指定するための第１ページ及び前記商品又はサービスの購入の最終意思を確認するための第２ページへの各アクセス状況を示す情報を含む第１アクセスログ情報を生成するステップと、
    　前記ユーザによる前記商品又はサービスに関する直接的な連絡によるアクセス状況を示す情報である第２アクセスログ情報を生成するステップと、
    　前記第１アクセスログ情報及び前記第２アクセスログ情報に基づいて、購入完了前に離脱したユーザの購買意欲を推定して当該購買意欲の高低に応じたランク付け情報を生成するステップと、
    　前記ランク付け情報に基づいて、少なくとも前記ユーザの購買意欲を示す情報を含む解析情報を生成するステップと、
    を含む、情報生成方法。     A method for generating useful information for promoting sales according to the degree of user's willingness to purchase,
    As information indicating the access status by the user terminal to the website that sells the product or service, at least the first page for designating information necessary for purchasing the product or service and the final intention of purchasing the product or service. Generating first access log information including information indicating each access status to the second page for confirmation;
    Generating second access log information that is information indicating an access status by direct contact with the product or service by the user;
    Based on the first access log information and the second access log information, estimating the purchase motivation of a user who has left before the completion of purchase and generating ranking information according to the level of the purchase motivation;
    Generating analysis information including information indicating at least the user's purchase intention based on the ranking information; and
    An information generation method including:
  8. 　コンピュータに、
    　商品又はサービスを販売するウェブサイトへのユーザ端末によるアクセス状況を示す情報として、少なくとも前記商品又はサービスの購入に必要な情報を指定するための第１ページ及び前記商品又はサービスの購入の最終意思を確認するための第２ページへの各アクセス状況を示す情報を含む第１アクセスログ情報を生成するステップと、
    　前記ユーザによる前記商品又はサービスに関する直接的な連絡によるアクセス状況を示す情報である第２アクセスログ情報を生成するステップと、
    　前記第１アクセスログ情報及び前記第２アクセスログ情報に基づいて、購入完了前に離脱したユーザの購買意欲を推定して当該購買意欲の高低に応じたランク付け情報を生成するステップと、
    　前記ランク付け情報に基づいて、少なくとも前記ユーザの購買意欲を示す情報を含む解析情報を生成するステップと、
    を実行させるためのプログラムを記録したコンピュータ読み取り可能な記録媒体。     On the computer,
    As information indicating the access status by the user terminal to the website that sells the product or service, at least the first page for designating information necessary for purchasing the product or service and the final intention of purchasing the product or service. Generating first access log information including information indicating each access status to the second page for confirmation;
    Generating second access log information that is information indicating an access status by direct contact with the product or service by the user;
    Based on the first access log information and the second access log information, estimating the purchase motivation of a user who has left before the completion of purchase and generating ranking information according to the level of the purchase motivation;
    Generating analysis information including information indicating at least the user's purchase intention based on the ranking information; and
    The computer-readable recording medium which recorded the program for performing this.
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