JP2005242429A - Advertising effect measurement supporting method and program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide data for effect measurement necessary for direct marketing. <P>SOLUTION: When an advertising effect measurement supporting server 12 receives access based on address information including reference in response to designation from a client machine to network advertisements applied with reference to uniquely specify the place of the delivery of manuscripts, a reference acquiring part 22 associates session information with the reference, and temporarily stores it in response to the access. At the time of registering information from a client machine, when the session information associated with reference exists, an access information storing part 24 generates the set of data constituted of the registered information and the reference associated with the session information, and stores it in an external storage device 26. <P>COPYRIGHT: (C)2005,JPO&NCIPI

Description

  The present invention relates to a system, method, and program for supporting measurement of the effectiveness of Internet advertising.

  Direct marketing is a method that uses various multimedia such as direct mail (DM) and mass media to notify the contents of products and services and accepts direct applications, inquiries, orders, etc. from those who seek them. Also, these notification methods are called direct response advertisements (hereinafter simply referred to as “response advertisements”). The response advertisement used a paper medium or a broadcast medium. As described in Non-Patent Document 1, the advertising cost of direct marketing is increasing year by year. On the other hand, it is important to measure the effectiveness of measuring how effectively the advertisements affect the purchase of goods.

  In recent years, response advertisements using the Internet as a medium have become established. This is because the Internet itself has been widely established, including access from mobile terminals such as mobile phones, and the cost is lower than media such as newspapers, magazines, and DM. Accordingly, the Internet has become a non-negligible medium for response advertisement.

There are many mechanisms for measuring the effectiveness of advertising on the Internet. For example, page views and clicks for each advertisement, various access statistics within the site, route analysis, and the like correspond to results of effect measurement.
“Direct Marketing Trends in the United States” (Yasuo Nobehara) Postal Research Institute Monthly Report February 2002

  However, there is a problem that the information obtained by the conventional effect measurement as described above is insufficient for direct marketing planning. The current effect measurement mechanism is merely an indication of the effect of browsing advertisements and guiding them to the site. On the other hand, what is ultimately necessary for measuring the effect of response advertisement is the degree of contribution to the response to the request for data, the conversion to the application or purchase.

  Furthermore, it is not possible to set a target profile for an advertisement unless it is possible to know not only the degree of contribution of the response advertisement but also what attribute user is reacting to for each advertisement.

  When requesting materials or making purchases by telephone, the operator can identify the advertisement that triggered the response by listening well based on the information posted. Further, in the case of an application by postcard or fax, an entry field for specifying an advertisement may be provided in the entry items of the application form. Therefore, even in the case of a response advertisement using the Internet as a medium, it may be possible to have the user self-report on the web what the advertisement has triggered the response. However, unguided self-reporting by the operator can be ambiguous and the information obtained can be inaccurate.

  An object of the present invention is to provide an advertisement effect measurement support system and an advertisement effect support program that can provide data for effect measurement necessary for direct marketing.

  It is an object of the present invention to access a network advertisement using a network, which is given a reference for uniquely specifying the placement location, by address information including the reference by designation from a client machine. A step of accepting, a step of temporarily storing session information and a reference in association with each other in response to the access, and session information associated with the reference when the information is registered from the client machine. In this case, the advertisement effect measurement support method is characterized by comprising a step of generating a data set including the registered information and a reference associated with the session information.

  According to the present invention, when a user clicks on a net advertisement, access including a reference is given. Therefore, when a user performs user registration such as purchase of a product or a request for materials during a certain session, a set of data including the reference associated with the session information and the registered user information can be acquired. This data set includes information indicating which Internet advertisement was accessed and what attribute the user was. Therefore, by using this data set, it is possible to realize accurate advertisement effect measurement.

  In a preferred embodiment, the method further includes a step of storing the generated data set as a record in a storage device. In this aspect, the data is once accumulated in the storage device, and the accumulated data may be transmitted to another system that executes the effect measurement at an appropriate timing.

  In another preferred embodiment, the method further comprises the step of transmitting the generated data set to another system that performs advertisement effect measurement via a network, and in the other system, A step of storing the set as a record in a storage device is provided.

  Further, in a preferred embodiment, in response to the access, the step of storing information including a reference in the client machine and the registration of the information from the client machine are associated with the reference. Obtaining information including a reference stored in the client mine when session information does not exist. According to this embodiment, even when user registration is performed in a session different from the session when accessing the online advertisement, an appropriate data set is acquired by referring to the reference stored in the client machine. It becomes possible.

  Furthermore, the step of storing information including the reference may store information including the date and time of access by the user in the client machine.

  In a more preferred embodiment, the step of generating the data set generates a data set including an access date / time of a net advertisement by a user and a registration date / time by the user.

  Further, the object of the present invention is to use address information including the reference by a designation from a client machine for a net advertisement using a network, which is given a reference for uniquely specifying the placement place. A step of accepting access; a step of temporarily storing session information and a reference in association with the access; and session information associated with the reference when registering information from the client machine A computer-readable advertisement effect, wherein the computer executes a step of generating a data set composed of the registered information and a reference associated with session information when Achieved by measurement support program It is.

  In a preferred embodiment, the computer is further caused to store the generated data set as a record in a storage device. Alternatively, in addition, the computer may execute the step of transmitting the generated data set to the other system in order to store the generated data set in the external storage device of the other system that executes the advertisement effect measurement. .

  Further, in a preferred embodiment, in response to the access, the step of storing information including a reference in the client machine and the registration of the information from the client machine are associated with the reference. When the session information does not exist, the computer is caused to execute a step of acquiring information including a reference stored in the client mine. Here, in the step of storing information including the reference, the computer may be operated so that information including the date and time of access by the user is further stored in the client machine.

  Further, in another embodiment, in the step of generating the data set, the computer is operated so as to generate a data set including a date and time of access to a net advertisement by a user and a registration date and time by the user. Let

  According to the present invention, it is possible to provide an advertisement effect measurement support system and an advertisement effect support program that can provide data for effect measurement necessary for direct marketing.

  Embodiments of the present invention will be described below with reference to the accompanying drawings. FIG. 1 is a block diagram showing an outline of the entire system including an advertisement effect measurement support server according to an embodiment of the present invention. As shown in FIG. 1, in the present embodiment, an advertisement effect measurement support server (hereinafter simply referred to as “support server”) 12 also functions as a web server. The support server 12 is connected to the Internet 10 and can be connected to client machines 14-1, 14-2,... Further, the support server 12 can provide information to the effect measurement server 16 that calculates an effect measurement result (for example, a conversion rate, a response rate) or the like for each submission based on the information accumulated in the support server 12. . Between the support server 12 and the effect measurement server 16, data communication by VPN may be used, or data communication via a dedicated line such as WAN may be used.

  FIG. 2 is a block diagram showing the configuration of the support server 12 in more detail. In the present embodiment, the support server 12 is integrated with the web server. In FIG. 2, the function of the web server (for example, provision of content according to a request, storage of various user information by user registration) is realized by the web function unit 20.

  As shown in FIG. 2, in addition to the web function unit 20, the support server 12 acquires a reference for specifying the access when the client machine 14 accesses, and stores it in a memory (not shown) or the like. As will be described later, the reference acquisition unit 22 that temporarily stores the information, the registered user information, and the information on the media that the user has accessed are stored in the external storage device 26 based on the reference information. And an access information storage unit 24.

  The web function unit 20 includes advertisement links and banners (hereinafter referred to as “net advertisements”) on web pages such as other web servers (hereinafter referred to as “advertisement server”) 30-1 and 30-2. )) From the client machine 14. In the web function unit 20, a web page to be opened first is set in advance for access by a URL including a reference via each net advertisement as described later. The web function unit 20 is configured to register the reference as a cookie with the client 14.

  The operation of the support server 12 configured as described above will be described. Prior to this description, a description will be given with reference to FIG. 3 of an advertisement placement plan, preparation in the support server 12, and a procedure at the time of placement.

  First, at the time of the drafting plan, for each individual net advertisement, a sequence of symbols and numbers that uniquely identify the net advertisement is issued (step 301). This column is called “reference”. The support server 12 and the effect measurement server 16 may issue this reference automatically for each online advertisement and notify the publisher. Of course, it goes without saying that other computers may be configured to issue the reference.

  In the web server 12, when there is an access by a URL including the issued reference, a web page to be opened first is set (step 302). When a net advertisement is put out, a link including a reference issued to the net advertisement is designated as a link destination of the net advertisement (step 303). For example, the link destination information is “http://www.xxx.co.jp/***?code”. When the display is a URL as it is like a mail advertisement and is also a hyperlink, the URL itself includes a reference. As a result, a net advertisement including information on a predetermined link destination is posted on the web page of the advertisement posting server 30 (step 304). It should be noted that an advertisement made up of a URL including a reference can be distributed to a mail addressed to the client machine 14 in a mail server (not shown) even in an advertisement by mail distribution.

  In this way, by giving different references to each place of publication (for example, a banner at the top of the page and a link at another place on the page) even on the same web page, as described later, information on individual Internet advertisements can be obtained. It is possible to obtain. In addition, even in the same place of publication, a new reference is issued for each posting period, and the issued reference is used as a link destination of the net advertisement, so that evaluation can be performed for each period as described later.

  Next, with reference to FIG. 4, the process performed when a user accesses the advertisement insertion server 30 and designates a net advertisement from the presented web page will be described.

  When the user operates the client machine 14 to access the advertisement posting server and browses a predetermined web page (step 400), and clicks on the net advertisement (step 401), it corresponds to the net advertisement. The access by the URL including the issued reference is transmitted to the support server 12 (step 402). In response to the URL access including the reference, the web function unit 20 of the support server 12 transmits the web page preset in step 302 to the client machine 14 (step 403).

  Next, the reference acquisition unit 22 of the support server 12 associates the session information by the access from the client machine 14 with the reference included in the URL access, and temporarily stores it in a memory (not shown) (step 404). . Further, the web function unit 20 transmits information including a reference as a cookie to the client machine 14 and stores the information in a storage device (not shown) of the client machine 14 (steps 405 and 406). Here, in addition to the reference, it is desirable to include the access date and time of the user in the cookie.

  As shown in FIG. 5, the user transitions the web page as desired, and in some cases, operates the input device of the client machine 14 on the document request or purchase page, and displays the user registration form on the user registration form. Information is entered and user registration is performed (step 501). In the user registration, as shown in FIG. 6, a page provided with an input field for registration is transmitted from the support server 12 to the client machine 14, and the user operates the input device to enter the necessary items in the input field. Enter. The access information storage unit 24 of the support server 12 determines whether or not the session information related to the user registration exists in the memory of the reference information acquisition unit 22 (step 502). If YES is determined in step 502, a reference temporarily stored in a memory (not shown) associated with the session information is specified, and the registered user information is associated with the reference. And stored in the external storage device 26 (step 503).

  In the example of FIG. 6A, the user information corresponds to the user's name, sex, age, occupation, residence, hobby, and the like. Of course, the user information is not limited to this, and all information related to the user input that displays or suggests the user attributes can be used.

  If NO is determined in step 502, the cookie (cookie) of the client machine 14 is referred to, the reference included in the cookie is extracted (step 504), and the registered user information and extraction are extracted. The associated reference is associated and stored in the external storage device 26 (step 505). When the access date and time by the user is included in the cookie, the access date and time is also stored in the external storage device 26 in association with the registered user information.

  That is, in this embodiment, when a reference associated with the session remains in a single session by user access, in other words, in a series of actions after the user clicks on the net advertisement, When the document request or purchase is made promptly (see FIG. 7A), the reference associated with the session is used.

  On the other hand, if the session is released due to a time-out, etc., even after clicking on an online advertisement, the document request or purchase will be made again at another session at another opportunity (see Fig. 7 (b)). In this case, a reference extracted by referring to a cookie stored in the user's client machine is used.

  FIG. 6B is a diagram illustrating an example of data including user information and a reference stored in the external storage device 26 in step 503 and step 505. As described above, each record of data includes user registration details, access date / time, user registration date / time, and reference, in addition to items such as name, sex, age, occupation, residence, and hobby related to user registration.

  In this way, the data group including the user information and the reference stored in the external storage device 26 of the support server 12 is transmitted to the effect measurement server 16 at an appropriate timing. This timing may be, for example, the beginning of a week or month. Further, the effect measurement server 16 may request the support server 12 to transmit the data group. When the effect measurement server 16 arrives at an appropriate timing, the effect measurement server 16 automatically assigns the data group to the effect measurement server 16. You may comprise so that it may transmit to.

  In the effect measurement server 16, the reference location is referred to based on the received data group, and for each registered user, it is possible to specify the place where the posting medium that triggered user registration is placed. As described above, when a new reference is issued for each posting period, it is possible to specify the period of the placement medium. The effect measurement server 16 determines the advertising unit price per response (CPR: Cost per Response) and the advertising unit price per purchase of a product (CPO) based on the media and user registration contents included in the data group record. : Cost per Order). In addition, the effect measurement server 16 analyzes the personal information for each item such as sex, age, occupation, residence, etc. It can be judged whether it is effective with respect to.

  The calculated CPR, CPO, determination result, etc. may be transmitted to the operator operating the site in the support server 12 in the form of a report by e-mail or the like.

  According to the present embodiment, a reference that uniquely identifies the advertisement is issued for each net advertisement on the web page in the advertisement posting server, and the reference is included in the link destination information of the internet advertisement. Like that. When the user operates the client machine to access the web page of the advertisement posting server and clicks on the net advertisement, the access of the URL including the reference is transmitted to the support server 12, and the user who takes the user input in the support server 12 A reference is associated with the information and stored. In addition, information (cookie) including a reference is stored in the client machine 14 when accessing the support server 12. If the session is different from that when the user clicks on the online advertisement at the time of user registration, information including the reference stored in the client machine 14 is acquired, and the reference is associated and stored together with user information related to user input. As a result, it is possible to accurately grasp which user has performed an action such as requesting a material or purchasing based on a net advertisement placed in which position (and in which period).

  The present invention is not limited to the above embodiments, and various modifications can be made within the scope of the invention described in the claims, and these are also included in the scope of the present invention. Needless to say.

  In the above embodiment, the support server 12 stores records including registered user information and references in the external storage device 26, and these groups of records are stored in the effect measurement server 16 at an appropriate timing. However, the present invention is not limited to such a configuration. For example, when user registration is performed in the support server 12, user information and reference may be transmitted to the effect measurement server 16 by form mail or the like in response to the user registration. In this case, when the effect measurement server 16 receives the mail, the effect measurement server 16 may store a record including user information and reference items in the database.

  In the embodiment, the support server 12 also has the function of a web server. However, the present invention is not limited to this, and a support server separate from the web server can access the web server by a client machine. Needless to say, the above-described operation may be performed in response.

FIG. 1 is a block diagram showing an outline of the entire system including an advertisement effect measurement support server according to an embodiment of the present invention. FIG. 2 is a block diagram showing the configuration of the support server according to the present embodiment in more detail. FIG. 3 is a flowchart showing a procedure necessary from the time of planning a draft to the time of placing a draft in the present embodiment. FIG. 4 is a flowchart showing processing executed when the user accesses the advertisement placement server and designates a net advertisement from the presented web page in the present embodiment. FIG. 5 is a flowchart showing processing executed when the user accesses the advertisement placement server and designates a net advertisement from the presented web page in the present embodiment. FIG. 6A is a diagram showing an example of a user registration screen, and FIG. 6B is a diagram showing user information and reference records stored in the external storage device. FIGS. 7A and 7B are diagrams for explaining the case where it is determined as Yes in step 502 of FIG. 5 and the case where it is determined as No in the present embodiment, respectively. FIG.

Explanation of symbols

DESCRIPTION OF SYMBOLS 10 Internet 12 Advertisement effect measurement support server 14 Client machine 16 Effect measurement server 20 Web function part 22 Reference acquisition part 24 Access information storage part 26 External storage device

Claims (12)

Accepting access based on address information including the reference to a network advertisement using a network, and a designation from a client machine for a net advertisement to which a reference for uniquely specifying the placement location is given;
In response to the access, associating and temporarily storing session information and a reference;
When registering information from the client machine, if session information associated with the reference exists, generating a data set including the registered information and a reference associated with the session information An advertising effect measurement support method characterized by comprising: The method according to claim 1, further comprising the step of storing the generated data set as a record in a storage device. Further transmitting the generated data set over the network to another system that performs advertising effectiveness measurement;
The method according to claim 1, further comprising: storing the received data set as a record in a storage device in the other system. Further, in response to the access, storing information including a reference in the client machine;
Acquiring information including a reference stored in the client mine when there is no session information associated with the reference when registering information from the client machine. 4. A method according to any one of claims 1 to 3. 5. The method of claim 4, wherein the step of storing information including the reference causes the client machine to store information further including an access date and time by a user. 6. The data set of claim 1, wherein generating the data set includes generating a data set including an access date and time of a net advertisement by a user and a registration date and time by the user. the method of. Accepting access based on address information including the reference to a network advertisement using a network, and a designation from a client machine for a net advertisement to which a reference for uniquely specifying the placement location is given;
In response to the access, associating and temporarily storing session information and a reference;
When registering information from the client machine, if session information associated with the reference exists, generating a data set including the registered information and a reference associated with the session information And a computer-readable advertisement effect measurement support program characterized by causing the computer to execute. The program according to claim 7, further causing the computer to execute a step of storing the generated data set as a record in a storage device. Further, in order to store the generated data set in an external storage device of another system that executes the advertisement effect measurement, the computer is caused to execute a step of transmitting to the other system. The program according to claim 7. Further, in response to the access, storing information including a reference in the client machine;
Causing the computer to execute a step of acquiring information including a reference stored in the client mine when there is no session information associated with the reference when registering information from the client machine. The program according to any one of claims 7 to 9, characterized by: The program according to claim 10, wherein in the step of storing information including the reference, the computer is operated so as to store information further including an access date and time by a user in the client machine. 8. The step of generating the data set comprises operating the computer so as to generate a data set including an access date / time of a net advertisement by a user and a registration date / time by a user. , 8, 9 or 11.

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