JP2005092832A - Value evaluation system of web site - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To calculate the value of a Web site being an object of analysis by the money amount unit. <P>SOLUTION: Profits which the web site gives to a company is divided into profits by contribution to sales and profits by an effect of reducing costs to measure the value of the Web site from the profits calculated respectively. In this case, the profits by contribution to the sales are measured in terms of direct sales on the Web site and indirect sales contributing to the sales at a store etc. by providing information on the Web site. The profits by the effect of reducing the costs are measured in terms of an advertising effect by providing the information to unspecified many people, a marketing effect for performing sales promotion by narrowing targets to specific potential customers and an effect to improvement of customer satisfaction by providing the information to existent customers. <P>COPYRIGHT: (C)2005,JPO&NCIPI

Description

The present invention relates to a method and system for measuring the economic value of a website.

As a website evaluation method, for example, the following three methods are used. A Web site is a unit of Web information generally indicated by one domain name. A web page is a unit of web information generally indicated by one URL. In general, a website is a collection of web pages. Hereinafter, a case where the unit of analysis is a website will be described. However, the same applies when the unit of analysis is a set of a plurality of Web sites. In the following, an Internet user refers to a consumer who views a corporate website.

Survey collection for Internet users. In this method, it is possible to ask an Internet user a question regarding a Web site to be measured and obtain an answer.

Access log analysis on a Web server. In this method, analysis is performed based on information that can be collected by a server of a Web site to be measured. The Web server can record an access log. By counting and analyzing the recorded access logs, the number of accesses for each Web page is measured.

Internet audience rating survey. In this method, the Web page viewed by each Web browser is investigated. Software for collecting information is installed in a Web browser used by a specific Internet user who intends to provide information. This software transmits a URL and a viewer ID to the information collection server every time a specific Internet user views various Web pages. This information is analyzed in combination with attribute information (for example, age, sex, occupation, etc.) provided in advance by a specific Internet user.

The information obtained by the conventional methods described above can be obtained in the form of frequency or number of cases, or statistical data obtained by analyzing them. Therefore, the conventional method does not hold the evaluation information for calculating the monetary value of the website and the process for deriving it.

Since corporate profits can be obtained by increasing sales and reducing expenses, it is reasonable to understand the profits that the Internet brings to companies by dividing them into sales increase effects and cost reduction effects. However, since the access log and Internet audience rating information obtained from the conventional method does not represent the purchase behavior of Internet users except when products or services are ordered on the website, measure the sales increase effect. I can't. In addition, since conventional methods cannot provide comparison information with alternative means of websites (for example, publicity and promotion through magazine media), the cost reduction effect obtained by using websites is compared with alternative means. It cannot be measured with.

It is possible to know the purchase behavior of Internet users from the results of questionnaire collection for Internet users. However, there are cases where respondents of the questionnaire do not properly reflect the overall picture of the customers of the company that owns the measurement target Web site.

The present invention has been made in view of the above situation, and an object of the present invention is to calculate and measure the profit that a Web site brings to a company.

The present invention relates to surveys for Internet users, consumer questionnaire surveys by mail, website content evaluation, log analysis or audience rating surveys, corporate financial statements, and companies that operate websites. It obtains related information consisting of questionnaire result data to the website, and based on this information, it corresponds to the direct value equivalent to the profits brought about by direct sales on the website and the profits derived from the indirect sales on the website. Indirect value, PR value equivalent to the cost reduction effect associated with providing information to the unspecified majority, Marketing value equivalent to the cost reduction effect associated with sales promotion focused on specific potential customers, and provision of information to existing customers Calculating the customer satisfaction value equivalent to the cost reduction effect associated with customer satisfaction by Consisting of the step of calculating the Web site value and comprehensive.

According to the present invention, it is possible to measure how much profit a website provides to a company, and to determine whether the investment in the website is appropriate and how effective it is for corporate management. Guidance.
In addition, since the website value is automatically calculated from these measurement results, it is changed in time series just by updating data such as a series of survey results and access status as needed. It is possible to determine whether or not it is in the same industry.

Embodiments of the present invention will be described below.

Survey rate (a) for Internet users, the purchase rate of the company's products / services to be measured (a), the ratio of the company's products / services purchased on the company's website (a), Of the information obtained when purchasing a company product or service to be measured with reference to the information on the company website (A3), the information obtained from the company website (homepage) Questions regarding the ratio (A4), the usability of the Web site, and the evaluation (A5) about the information provided are provided and measured.

Survey rate (b) for consumers by mail (B) Purchase rate of the company's products / services to be measured (B), purchase rate at the company's products / services website (B), Web site We will ask questions about the rate of purchase (ii) with reference to the above information and measure them.

The researcher actually browses (c) the page to be measured, and checks whether the information content of each page is for publicity, marketing, customer satisfaction, or any other purpose.

The log data or audience rating data (d) of the website is analyzed, and the page view for each page group (directory) of the website to be measured is measured. The page view is the result of the website content evaluation (c). The page view (d1) of the page that has a publicity effect and the measured page, the page view (d2) with the in-house publicity advertising banner ad, A page view (D3) determined to have a marketing effect and a page view (D4) determined to have a customer satisfaction effect are calculated.

From the financial statements (e) of the company to be measured, annual sales (e), gross profit margin (e), sales promotion and administrative expenses (e) are extracted. Furthermore, the direct sales (4) on the company's website is examined.

Number of owned user lists and mail magazine subscription user lists collected and managed on the website from the measuring company (1), number of mail magazines issued symmetrically (2) The number of downloads of software and drivers for customer service on the website (3) and the number of downloads on the website and e-mail (4) are checked.

The page view unit price (ki 1) is set for each product / service field with reference to the advertising unit price per reader of magazine advertisements that have similar media functions. This unit price is always revised to be appropriate with the product area and prices.
Similarly, the unit price per page view (Ki2) of the in-house banner advertisement is set with reference to the banner advertisement fee set by the portal site or the like.
As a part of customer service, the download unit price (ki 3) when free software or various drivers are downloaded is set with reference to the cost of mailing the driver in a CD-ROM or the like.
The unit price of the e-mail (ki 4) and the member list value (ki 5) are set with reference to the agency expenses of the e-mail sending agency and the advertisement posting cost in the e-mail magazine.
The inquiry unit price (Ki 6) for the Web site and the e-mail is set by referring to the unit price of the telephone proxy service provider when the inquiry from the customer is received by telephone.
The unit prices from (Ki 1) to (Ki 5) are reviewed every year according to the field of goods and services handled on the website to be measured and according to the price level.

The consumer purchases the product of the sales (o 1) and the gross margin (o 2) of the company that measures the sales (o 1) and the gross profit margin (o 2) of the direct sales (o 4) on the website. The greater of the product of the ratio of purchases made on the website at the time of purchase (the value obtained by dividing a2 by a1 and the average value obtained by dividing i2 by i1) is the direct value of the website (A). This can be expressed as follows:
A = MAX (O 4 x O 2, O 1 x O 2 x (A2 / A1 + I2 / I1) / 2)

Multiply the sales (o 1) of the company to be measured by the gross profit margin (o 2), and the percentage of consumers who purchased with reference to the company's Web information (value obtained by dividing a 3 by a 1) And the average of the value obtained by dividing A3 by I1) and the ratio of information obtained from the company's Web (A4) among all the information referred to at the time of purchase. A value obtained by reducing the direct value (A) of the Web site is defined as an indirect value (B). This can be expressed as follows:
B = O 1 × O 2 × (A 3 / A 1 + I 3 / I 1) / 2 × A 4-A

The page view (D1) of the page is calculated from the result (D) of the log analysis or the audience rating survey for the page determined to have the publicity and advertising effect in the content evaluation (C) of the Web site. The total sum of the page views thus multiplied by the page view value unit price (ki 1) is calculated, and this is multiplied by the usability of the page and the content evaluation (a5).
In addition, when an advertising banner intended for guidance / notification to other pages within the company is posted, the page price (d2) of that page is multiplied by the banner unit price (ki2). Calculate the sum of things. Since the value calculated in this way is the value as a cost effect, in order to convert this into company profits in the same way as (A) and (B), the gross profit margin is included in the sales (o 4) of the company being measured. The value multiplied by (o 2) divided by the sales promotion and administrative expenses (o 3) is the PR value (C).
This is expressed by the following formula.
C = (Σ (D1 × K1 × A5) + Σ (D2 × K2)) × E4 × O2 / O3

For a page determined to have a marketing effect in the content evaluation (c) of the website, the page view (d) of the page is calculated from the result (d) of log analysis or audience rating survey. The total sum of the page views thus multiplied by the page view value unit price (ki 1) is calculated, and this is multiplied by the usability of the page and the content evaluation (a5).
Furthermore, the mail magazine unit price is calculated by multiplying the number of user lists owned by the site or mail magazine (1) by the value of the member list (5) and the total number of mail magazines issued to the members (2). (4) multiplied by the company's direct sales (O4) and gross margin (O2), measured in the same way as PR value (C). The value divided by 3) is the marketing value (D).
This is expressed by the following formula.
D = (Σ (D3 × K1 × A5) + Σ (K1 × K5) + Σ (K2 × K4)) × O4 × O2 / O3

For a page determined to have a customer satisfaction effect in the content evaluation (c) of the website, the page view (d4) of the page is calculated from the result (d) of log analysis or audience rating survey. The total sum of the page views thus multiplied by the page view value unit price (ki 1) is calculated, and this is multiplied by the usability of the page and the content evaluation (a5).
Furthermore, the number of downloads of software and drivers for customer service on the website (3) multiplied by the download unit price (ki 3) and the number of downloads on the website and e-mail (4) Is the sum of the product multiplied by the inquiry unit price (ki 6) plus the company's direct sales (e 4) measured in the same way as the PR value (c) multiplied by the gross profit margin (e 2) Divided by sales promotion and administrative expenses (e) is the customer satisfaction value (E).
This is expressed by the following formula.
D = (Σ (4 × K1 × A5) + Σ (K3 × K3) + Σ (K4 × K6)) × O4 × O2 / O3

The total of the direct value (A), indirect value (B), publicity and advertising value (C), marketing value (D), and customer satisfaction value (E) is defined as the website value (F).
This is expressed by the following formula: F = A + B + C + D + E

In the present invention, a series of survey and data collection processes from (a) to (f), a database in which the results and related data are input, and data related to the company to be measured are picked up from the database. The website value (F) is automatically calculated by the processes (8) to (12).

  The amount of investment and the degree of contribution to business can be measured by an index of how much profit the Web site brings to the company. This is a guideline for determining whether the investment in the Web site is appropriate and how effective it is for corporate management.

  In the present invention, since the Web site value is automatically calculated, how the time series changes by simply updating data such as a series of survey results and access status as needed, or It is possible to determine what position it is in other companies in the same industry.

Structure and process of website value measurement system Process and flowchart for measuring direct value Process and flowchart for measuring indirect value Process and flowchart for measuring PR value Process and flowchart for measuring marketing value Process and flowchart for measuring customer satisfaction value

Explanation of symbols

A Direct sales on the website B Indirect sales on the website C Promotional value D Marketing value E Customer satisfaction value a Survey on Internet users a Consumer survey by mail c Content evaluation on the website Access status survey o Company financial statements Questionnaire survey of companies operating websites 1 Purchase rate of products / services 2 Ratio of purchases made on website 3 A rate of purchases based on information on website A. Ratio of information obtained at the time of purchase from the company's website a. Evaluation of the usability of the website and the information provided. 1 Purchase rate of products and services 2 Purchase on the website Rate A3 Rate d purchased with reference to information on the website 1 Page viewer with publicity effect 2 For publicity Page viewers with banner ads 3 Page viewers with marketing effects 4 Page viewers with customer satisfaction effects 1 Annual sales o 2 Gross profit margin o 3 Promotional and administrative expenses o 4 Direct sales on website 1 Number of member lists 2 Number of e-mail magazines issued 3 Number of downloads 4 Number of inquiries 1 Price per page view 2 Price per page per banner ad 3 Price per download 4 Price per email 5 Value of member list 6 Inquiry unit price

Claims (6)

Calculate the direct value, indirect value, advertising value, marketing value, customer satisfaction value from consumer questionnaire, content analysis, access status, financial statements and company questionnaire, and measure the value of website by adding them together A website value measurement method comprising the steps of: The website value calculation according to claim 1, wherein the direct value of the website is calculated from the sales of the company to be measured and the ratio of purchases made by the website when the consumer purchases. program. In Patent Item 1, the sales and gross profit ratio of a company, the ratio of consumers who purchased with reference to the Web information of the company, and the Web of the company among all the information referred to at the time of purchase A website value calculation program that calculates the indirect value of a website from the ratio of information obtained from the site. In claim 1, the page view determined to have a publicity effect in the content evaluation of the website, the result of the log analysis or audience rating survey, the page view value unit price, the content evaluation, and the advertisement banner are posted. A website value calculation program for calculating the value of publicity and advertisement of a website from page views, banner unit prices, company sales, gross profit margins, and sales promotion and management costs. In claim 1, the page view determined to have a marketing effect in the content evaluation of the website, the result of the log analysis or audience rating survey, the page view value unit price, the content evaluation, the number of users owned by the user list, and the member A website value calculation program for calculating the marketing value of a website from the list value, the total number of mail magazines issued, the mail magazine unit price, the gross profit margin, and the sales promotion and management costs. In claim 1, the page view determined to have a customer satisfaction effect in the content evaluation of the website, the result of log analysis or audience rating survey, the page view value unit price, the content evaluation, the number of downloads, and the download value A website value calculation program for calculating the customer satisfaction value of a website from the number of inquiries, the inquiry unit price, the gross profit margin, and sales promotion and management costs.

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