JP2002092284A - Marketing system utilizing network - Google Patents

Abstract

PROBLEM TO BE SOLVED: To synthetically and effectively utilize action history in a customer's web site as to marketing utilizing the Internet. SOLUTION: In the marketing system utilizing the network which is set the prepared matching rule by following process, a marketing means provided with an information transmitting means, a customer data recording means and a customer action collecting means is connected to the network. The information transmitting means constitutes an analytical means for analyzing collected information concerned with a customer in accordance with a set matching rule so as to customize contents to be transmitted in each customer and preparing the matching rule. The analytical means statistically processes other action data in addition to customer data stored in a customer data recording means and specific action data. In the statistical processing, the other action data are multiplied by weight lower than that of the specific action data and processed.

Description

DETAILED DESCRIPTION OF THE INVENTION

[0001]

TECHNICAL FIELD The present invention relates to a marketing system using a network.

[0002]

2. Description of the Related Art Recently, marketing using the Internet has attracted attention. A typical example of marketing using the Internet is a commercial transaction between a seller or the like and an unspecified number of customers, which is performed via a homepage established on the Internet. Goods in this commercial transaction include tangible goods such as goods and intangible goods such as services.

[0003] An advantage of such marketing using the Internet is that there is a possibility that a marketing method that emphasizes a one-to-one relationship between a seller or the like and a customer, that is, a one-to-one method that has recently attracted attention can be realized. And that marketing is conducted interactively.

[0004] That is, in recent years, the flow of marketing has been changed from the conventional mass marketing using mass media to the fine grain of each customer for further enhancing the customer's satisfaction based on each customer's preferences and ideas. Has been demanded, and marketing using a network such as the Internet provides a possibility of satisfying such a demand.

[0005] By the way, it is a part of "good customers" that gives a profit to a provider of goods and services, and a measure for enclosing such "good customers" as much as possible is required.

[0006] One of the measures is to consider the tastes of customers,
Collecting data for each customer such as age, gender, annual income, etc., performing customer segmentation based on the collected data, so-called segmentation, customizing content suitable for the customer, and transmitting it on a homepage. In this way, the rules for customizing content for segmented customers are:
This is called a business rule or a matching rule. Conventionally, this business rule is empirically obtained by a skilled person and is set in an information transmitting means such as a web server.

As a conventional example of a system for customizing homepage contents for each customer according to business rules based on customer data as described above, there is a system disclosed in, for example, JP-A-10-134080.

[0008] In this conventional example, when information such as an advertisement is transmitted using a medium such as the Internet, personal computer communication, or a large-scale LAN, effective information transmission can be performed by transmitting different contents for each appeal target. The web server is provided with the following means. a. User profile storage means for storing customer (user) preference attributes (hobbies, wishes, wishes, etc.) and non-preference attributes (age, gender, address, annual income, etc.) b. Information transmission profile storage means for storing an information transmission profile having a plurality of contents, an attribute classification index, and the like, in which content appeal targets are classified according to the attribute of c. C. Search means for matching each attribute of the attribute classification index stored in the information transmission profile storage means with each attribute of the user profile stored in the user profile storage means d. Reading means for reading out the content in the information transmission profile having the attribute classification index of the attribute matched by the search from the information transmission profile storage means, or reading out the content related to the attribute classification index of the matched attribute from the link destination e. Information presenting means for presenting information including the content read by the reading means to the registered user

As described above, in this conventional example, the business rules (matching rules) are empirically determined based only on profiles stored in advance and made up of customer attributes, and are fixedly or statically set in search means. Have been.

[0010]

As shown in the above-mentioned prior art, a matching rule for transmitting different contents for each appeal object is created by an experienced person based on a customer's profile. And it takes a lot of time and experience to determine this.

In addition, once set business rules are not revised or modified in a short period of time, they may not always match the actual situation.

On the Internet web site, for example, a method such as a cookie method can be used to collect the activity history of a person who has visited the site. It is possible to collect the activity history of the member customer on the website. Therefore, there is a possibility that better business rules can be created by properly analyzing and effectively using the collected action history data, but since such data becomes huge, human Therefore, it is difficult to comprehensively and effectively use the data of these action histories at present.

That is, what is currently performed as behavior analysis in marketing using the Internet is a general method called log analysis, or
To the extent that a customer uses a business transaction via the homepage, for example, the history of purchasing a product for the creation of business rules, in any case, the overall effective use of the customer's behavior history on the website has been performed. Absent. An object of the present invention is to solve such a problem.

[0014]

In order to solve the above-mentioned problems, according to the present invention, an information transmitting means, a customer data recording means, and a marketing means having a customer behavior collecting means are connected to a network, and this marketing method is performed. The means is configured to be accessible from each customer side via a network, and the information transmitting means is configured to customize the content to be transmitted for each customer according to a set matching rule. An analysis means for analyzing the information on the customer collected by the collection means and creating a matching rule is constituted, and the customer behavior collection means converts the customer behavior regarding the information transmitted by the information transmission means into a specific behavior to be marketed, and It is configured so that it can be collected separately from other actions, and each action is input to the analysis means, The analysis means statistically processes the data of other actions in addition to the customer data and the specific action data stored in the customer data recording means when creating the matching rule. In the processing, we propose a marketing system using a network, characterized in that data of other actions are multiplied by a lower weight than the data of specific actions, and the created matching rules are set in the information transmission means. Is what you do.

In the above-described present invention, the specific action is purchase of a product, and the other action is browsing information on the product.

In the present invention, the product is a tangible item such as an article or an intangible item such as a service.

In the present invention having the above-described structure, the analyzing means may include, in the RFM analysis,
It is proposed to process data of other actions by multiplying them by a lower weight than data of specific actions.

In the present invention, the information transmitting means is direct mail, e-mail, CTI (Computer Telep
hony Integration), telephone, and one-to-one marketing systems.

According to the present invention, when the matching means is created by analyzing the information on the customer collected by the customer data recording means and the customer behavior collecting means by the analyzing means, the behavior of the customer is determined by the specific behavior of the marketing target. When,
The data is collected separately for the other actions, and the data for these actions is statistically processed by multiplying the data for the other actions by a lower weight than the data for the specific action. Occurs.

That is, in addition to the data of the actual result of a specific action such as purchase of a product, the customer's interest up to the specific action, that is, the customer's interest as the basis of the latter action is reflected in the business rule in order to reflect the browsing of the product in the business rule. It is possible to transmit contents customized in consideration of the level, and to provide an appropriate service for each customer.

[0021] Since the action history before the specific action can be analyzed, it is possible to grasp the route of content browsing leading to the specific action, and it is possible to customize the content so as to transmit information along the route. Becomes

[0022]

Next, an embodiment of the present invention will be described with reference to the drawings. FIG. 1 is a system diagram conceptually showing an embodiment of a marketing system using a network according to the present invention. In the system diagram, the transaction processing associated with the marketing system according to the present invention can be appropriately performed including the conventional method, and therefore, the configuration relating to the transaction processing is not shown. Reference numeral 1 indicates a network to which the present invention is applied. This network 1 is the Internet, a large-scale intranet, or the like. Reference numeral 2 generally indicates marketing means to which the system of the present invention for performing marketing using the network 1 is applied. The marketing means 2 generally includes information transmitting means 3 (3a, 3b),
It comprises customer data recording means 4, customer behavior collecting means 5, and analyzing means 6. One of the information transmitting means 3a is connected to the network 1, and the other information transmitting means 3b is not connected to the network 1.

On the other hand, reference numeral 7 (7a, 7b, 7c,.
n) is a customer terminal connected to the network 1, and the customer can use the terminal 1
The information transmission means 3a can be accessed via the.

The information transmitting means 3a connected to the network 1 is configured as a web server, and builds a homepage having various contents for the marketing system of the present invention. For example, this homepage is for assuming a plurality of sales floors of a store that sells various tangible articles as commodities, to configure content as a virtual store composed of a plurality of pages, or to provide various services. As a virtual window composed of a plurality of pages, the content is configured assuming a window operation.

The contents of this homepage are all
Anyone on the network 1 may be configured to be accessible and viewable, or a part of the content is configured to be accessible to anyone on the network 1, but at least access to the main content is made in advance. It can be configured so that registration as a customer is required, and that main content can be accessed through input of authentication information issued by the registration. In the latter case, the home page includes contents accessible to anyone on the network 1 and contents for customers accessible from the contents via an authentication operation.

The customer data recording means 4 is constituted as a database for recording the data of the person registered as the customer, that is, the customer.

The customer behavior collecting means 5 collects the behavior of the customer on the homepage, that is, what content or page of the homepage has been accessed, and the behavior of the accessed content over time. Is recorded in the customer data recording means 4.

The customers whose activities on the homepage are collected by the customer behavior collecting means 5 include not only those who have registered as customers but also those who have not yet registered as customers as temporary customers. The behavior of the temporary customer on the homepage can be collected using a so-called cookie.

That is, the customer behavior collecting means 5 issues a cookie to the browser of the customer (temporary) terminal device 7 at the first access before the customer registers as a customer, and identifies the cookie. By doing so, behavior can be collected and recorded.

As described above, by combining the behavior data collected using cookies before registering as a customer with the behavior data after registering the customer, the behavior data of the customer before registration can be used for marketing. .

The analysis means 6 includes the customer data recording means 4
And statistically analyzing customer data in the customer behavior collecting means 5 to create a matching rule using, for example, RFM analysis. At this time, the customer behavior collecting means 5 relates to information transmitted by the information transmitting means 3a. Customer behavior, that is, the behavior of the customer on the homepage as described above, the specific behavior of the marketing target, for example, the action of purchasing goods or applying for services, and other actions,
That is, the content is collected separately into the action of browsing the content that does not accompany the above action, and each action is input to the analysis means 6.

On the other hand, in the above-described creation of the matching rule, the analyzing means 6 stores the customer data stored in the customer data recording means 4, for example, the customer's address, name, gender,
Data such as age and data of the specific action, for example, date and time of purchase of the article, page (virtual counter), article name, quantity, unit price, etc., and data of other actions,
For example, it is assumed that data of a browsed page or the like is statistically processed. At this time, in the statistical processing, data of other actions is multiplied by a lower weight than data of a specific action. Then, the created matching rule is set in the information transmitting means 3a, and one-to-one marketing can be performed on the contents of the homepage provided by the information transmitting means 3a, and the matching rule is reflected in the information transmitting means 3b. , One-to-one marketing respectively.

The means for performing the above operations, ie, information transmitting means 3a, customer data recording means 4, customer behavior collecting means 5,
The analysis means 6 can be configured as a function of one computer device, or can be configured by distributed computer devices.

On the other hand, the information transmitting means 3b includes direct mail, e-mail, and CTI (Computer Telephony Integratio).
n), Telephony, shows a selection from one-to-one marketing systems, even if they are single,
Also, a combination may be used.

Next, a specific example of the contents of the analysis by the analysis means 6 will be described. First, FIG. 2 and FIG. 3 show how the segmentation in RFM analysis changes when the present invention is applied, as compared to the case where the present invention is not applied.
That is, FIG. 2 shows the behavior of the customers A, B, and C on the home page, and the partial hatching in the figure shows the data only when browsing the page of the home page corresponding to the actual sales floor of the store. The data without the suffix is the data of the purchase. As mentioned above,
In the present invention, the transaction processing can perform appropriate processing such as online credit card settlement, and the above-mentioned purchase data is the purchase data in which the order of the product is performed on the corresponding page on the homepage. Is shown.

FIG. 3 shows the segmentation in the RFM analysis for the data of FIG. 2 when the present invention is applied and when the present invention is not applied. The hatched figures in the figure indicate the customers A and B, respectively. , C, by applying the present invention to both purchase data and browsing data,
At this time, the browsing-only data indicates a position on the RFM coordinates obtained by processing by adding a weight X (0 <X <1) lower than the purchase data. In this example, X ≒ 1 is set for convenience. On the other hand, the figures without hatching in the figure indicate the positions on the RFM coordinates obtained by processing using only the purchase data in each data of the customers A, B, and C. .

As shown in FIG. 3, when only the purchase data is used, the customers A and C are segmented by the segment E indicated by an ellipse in the figure and the customer B is segmented by the segment B. On the other hand, when only browsing data is used in addition to purchase data as in the present invention, segmentation is performed if all data belongs to the segment A.

By using only the browsing data in addition to the purchase data in this way, a product that the customer is interested in but did not purchase for some reason is reflected in the matching rule and set in the information transmitting means 3a. can do.

Therefore, when the customer accesses the homepage, the information transmitting means 3a provides the content based on the segmentation of the customer, thereby making it possible to purchase goods or similar similar products which did not previously make a purchase for any reason. It can help purchase goods.

The above matching rules are reflected on the information transmitting means 3b, and direct mail,
e-mail, CTI (Computer Telephony Integration),
Phone and One-To-One marketing system.

FIGS. 4 and 5 show how the contents in the customer profile analysis and the number of visits (mall) analysis change. That is, FIG. 4 shows customers A, B,
2 shows the behavior on the homepage of C. As in FIG. 2, the partial hatching in the figure shows the data only when browsing the page of the homepage corresponding to the sales section of the actual store. What is missing is the data that was purchased. As described above, in the present invention, in the transaction processing, appropriate processing such as online credit card settlement can be performed, and the purchase data described above indicates that an order for a product has been made on the corresponding page on the homepage. Are shown as purchase data.

FIG. 5 (a) shows the number of target data in each analysis target period, that is, the number of visits to the store when the present invention is applied and when the present invention is not applied to the data of FIG. (B) shows the number of target data items for each brand of each product when the present invention is applied and when the present invention is not applied to the data in FIG. Similar to the previous example, in the present invention, both the purchase data and the browsing-only data are used, and the browsing-only data has a lower weight X (0 <X <1) than the purchasing data. Multiplied by the number of times. As in the previous example, in this example, for convenience, X ≒ 1
And

As shown in FIGS. 5A and 5B,
When the present invention is applied, in any case, the number of target data increases, and this increase is regarded as the number of products that the customer is interested in, although the purchase did not result. This makes it possible to extract customer segments and brands that could not be extracted using only purchase data. Thus, by reflecting the matching rule reflecting the increase in the target data on the information transmitting means 3a and 3b,
Again, it can help purchase products that did not previously purchase for some reason or similar products.

Next, FIGS. 6 to 8 show how the contents in the related purchase analysis change. That is, FIG.
Indicates the behavior of the customers A, B, and C on the homepage. As in FIGS. 2 and 4, the partial hatching in the figures refers to the page of the homepage corresponding to the actual store section. The only data that has been purchased and those without hatching are the data that was purchased. As described above, in the present invention, the transaction processing can perform appropriate processing such as online credit card payment, and the purchase data described above is
The order of the product on the corresponding page on the homepage is shown as purchase data.

FIG. 7 shows the brand of the related purchase with respect to the brand of each product, that is, the homepage in the above-mentioned period, in the case where the present invention is applied for a certain period of time in the data of FIG. Are associated with the brands of the products on each page. The bold letters indicate the brand name as data for browsing only, and the thin letters indicate the brand name as purchase data. FIG. 8 is a diagram illustrating the correspondence relationship of FIG.

As shown in FIG. 7 and FIG. 8, when the present invention is applied, the number of target data items relating to the correspondence between products increases, and although this increase does not result in purchase, Can be regarded as being based on the product of interest, and the relevance between brands of the product and the customer's interest until the purchase, which could not be extracted only with the purchase data, can be grasped.

In this manner, a matching rule is created which reflects the relevance between the brands of the product due to the increase in the target data and the interest of the customer until the purchase, and reflects it on the information transmitting means 3a, 3b. By all means,
This can assist in the purchase of a product that has not been purchased for some reason or a similar product.

[0048]

As described above, the present invention has the following effects. a. For example, in order to reflect customer behavior up to the specific behavior, that is, browsing the product in the business rules, in addition to the data on the actual results of specific behavior such as product purchases, the level of interest of the customer, which is the basis of the latter behavior, is considered. It is possible to transmit customized content and provide appropriate services for each customer. b. Since the action history before the specific action can be analyzed, the content browsing route leading to the specific action can be grasped, and the content can be customized so as to transmit information along the route.

[Brief description of the drawings]

FIG. 1 is a system diagram conceptually showing an embodiment of a marketing system using a network according to the present invention.

FIG. 2 is an explanatory diagram showing an example of a customer's behavior on a homepage.

FIG. 3 is an explanatory diagram showing segmentation in RFM analysis when the present invention is applied to the data in FIG. 2 and when the present invention is not applied.

FIG. 4 is an explanatory diagram showing an example of a customer's behavior on a homepage.

FIG. 5 is an explanatory diagram showing analysis results of the data of FIG. 4 when the present invention is applied and when the present invention is not applied.

FIG. 6 is an explanatory diagram showing an example of a customer's behavior on a homepage.

FIG. 7 is an explanatory diagram showing analysis results of the data of FIG. 6 when the present invention is applied and when the present invention is not applied.

FIG. 8 is an explanatory diagram schematically showing FIG. 7;

[Explanation of symbols]

 DESCRIPTION OF SYMBOLS 1 Network 2 Marketing means 3a, 3b Information transmission means 4 Customer data recording means 5 Customer behavior collection means 6 Analysis means 7 (7a-7n) Terminal device

Claims (6)

[Claims] An information transmitting means, a customer data recording means, and a marketing means having a customer behavior collecting means are connected to a network so that the marketing means can be accessed from each customer through the network. In accordance with the set matching rule, the information transmitting means is configured to be able to customize the content to be transmitted for each customer, and creates a matching rule by analyzing information on the customer collected by the customer data recording means and the customer behavior collecting means. The customer behavior collecting means is configured to collect the customer behavior related to the information transmitted by the information transmitting means into a specific behavior to be marketed and a behavior other than the specific behavior. The behavior is input to the analysis means, and the analysis means writes the customer data in creating the matching rule. In addition to the customer data and specific behavior data stored in the recording means, the other behavior data shall be statistically processed. At this time, in the statistical processing, the other behavior data is A marketing system using a network, characterized in that processing is performed by multiplying by a lower weight than data of a specific action, and the created matching rule is set in an information transmitting means. 2. The marketing system using a network according to claim 1, wherein the specific action is purchase of a product, and the other action is browsing information on the product. 3. A marketing system using a network according to claim 2, wherein the product is a tangible product such as an article. 4. A marketing system using a network according to claim 2, wherein the product is an intangible product such as a service. 5. The analysis means according to claim 1, wherein in the RFM analysis, in addition to the data of the specific action, the data of the other actions are multiplied by a lower weight than the data of the specific action. A marketing system using the network according to any one of the above items 4 to 4 6. The information transmitting means is direct mail, e-mail,
6. A marketing system using a network according to any one of claims 1 to 5, wherein the marketing system includes one selected from mail, CTI (Computer Telephony Integration), telephone, and one-to-one marketing system.