JP2009009239A - Access analysis method, access analysis system, and access analysis program - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To enable analysis of an access path even when content used off-line is interposed along an access path. <P>SOLUTION: An access analysis system includes: a path identifying URL acquisition means 11 for acquiring a path identifying URL including an access path parameter when accessed from a user terminal A based on a URL including a parameter for identifying the access path; a parameter information adding means 13 for adding, to content made available off-line by display or printing with the user terminal A, information indicating the access path parameter so that the information can be displayed or printed together with the content; a content providing means 14 for providing the content with the parameter information added thereto to the user terminal A; a parameter acquiring means 15 for acquiring the parameter information from the content displayed or printed with the user terminal A; and an access path analysis means 16 for analyzing the access path from the acquired parameter information. <P>COPYRIGHT: (C)2009,JPO&INPIT

Description

  The present invention relates to an access analysis method, an access analysis system, and an access analysis program for analyzing an access route.

  In recent years, an increasing number of companies provide or sell products and services directly on the Internet website, and advertising on the Internet continues to expand to symbolize this. In addition to Internet advertising, Yahoo! SEO (Search Engine Optimization), which takes measures so that its website is displayed at the top when a keyword search is performed on search sites such as (registered trademark) and Google (registered trademark) ing. As a result, in addition to costing internet advertising and SEO and directing them to their own websites, when accessing their own websites, the keywords used on the search site are identified and the effects are analyzed. Therefore, increasing sales and profits is very important.

  For example, in Patent Document 1, a keyword used for a search at a search site is recorded in a log file of a server, and the number of uses is counted for each keyword. There has been disclosed a search keyword system that can easily and accurately grasp the trend of needs such as what kind of information is requested. In Patent Document 2, only access history information for an electronic commerce site is extracted from Internet access history information, URLs included in the history information are extracted, keyword classification is performed using a predefined table, An electronic commerce history analysis method is disclosed in which a behavior level of a user corresponding to is determined and a behavior analysis of the user is performed based on the classification result and the user profile.

  Also, in Patent Document 3, by installing and starting an information acquisition client program on an information viewer's client, the URL of the website browsed by the information viewer and browsing information on time are acquired on the information collector's server. The acquired browsing information is statistically processed by access time, gender, age group, and region, and detailed information on the Internet is automatically acquired by the information collector's server based on the statistical processing results. An information collection system is disclosed. Further, in Patent Document 4, the access source host name is extracted based on the access log information, the domain name is extracted, and the corresponding organization name is obtained by referring to the domain name organization name correspondence table prepared in advance. The URL of the request page is acquired from the access log information, and it is determined whether or not the link source is a search engine. When the link source is determined to be a search engine, the search keyword is acquired from the data referrer. An access source grasping device that performs cross tabulation of an organization name, a search keyword, and a browse page is disclosed.

JP 2002-123517 A JP 2000-242626 A Japanese Patent Laid-Open No. 10-124428 JP 2006-185279 A

  In systems such as those described in Patent Documents 1 to 4, the search keywords, search engines, page transitions, access date / time and stay time used when accessing a website via the Internet are also stored in the server log file. Since it is stored, it is possible to aggregate and analyze by using various analysis software and analysis services, and it is already used as marketing data. In addition, if the system completes online sales only by entering the personal information on the website and purchasing products or applying for services, etc., when accessing the website In addition to the search keywords used in the search, it is possible to specify the access route that has reached the target of the provider, such as purchasing a product or applying for a service, so that information is very important.

  However, if product purchases or service applications are not completed on the website alone, that is, on the website, digital data such as brochures, application forms, various materials, coupon tickets, and videos are downloaded, and then , If you reach the target of the provider by making an offline application for a service or making a purchase by visiting a real store, you can only analyze where the data was downloaded. There is a problem in that it is impossible to specify the access route that has been concluded from the downloaded data.

  Therefore, in the present invention, even when content that is used offline (hereinafter referred to as “offline content”) is present in the middle of an access route, an access analysis that can analyze the access route. It is an object to provide a method, an access analysis system, and an access analysis program.

  The access analysis method of the present invention provides a URL (including an access route parameter) when accessed by a user terminal based on a URL containing a parameter for specifying an access route (hereinafter referred to as “access route parameter”). Hereinafter, a step of acquiring a “route specifying URL”) by the server, and information indicating an access route parameter (hereinafter referred to as “the route specifying URL”) for content that is used offline by being displayed or printed by the user terminal. "Parameter information") is added to be displayed or printed with the content, the server provides the content with the parameter information added to the user terminal, and the server is displayed or printed by the user terminal. Step for obtaining parameter information from When the server, and a step of analyzing the access path to the content from the acquired parameter information.

  According to the access analysis method of the present invention, when accessed by the user terminal, the server acquires the route specifying URL that is the source of this access, and based on the access route parameter included in the route specifying URL, Content (offline content) to which information (parameter information) indicating the access route parameter is added is provided to the user terminal. Thereafter, when the offline content is displayed or printed by the user terminal and used offline, the server acquires parameter information from the offline content displayed or printed by the user terminal. Thereby, the server can analyze the access route to the content from the acquired parameter information.

  Here, the user terminal refers to a communication terminal that can be connected to the server via a communication network such as a personal computer, a mobile phone, or another mobile terminal. In addition, content used offline (offline content) refers to digital data such as pamphlets, application forms, various materials, coupon tickets, videos and e-mails, all of which are downloaded to the user terminal. By being displayed or printed, it can be used offline. Note that “offline use” means use in a state where communication between the server and the user terminal is disconnected.

  In addition, the access route parameter can be embedded in a URL linked to the electronic advertisement. In this case, when the user accesses the electronic advertisement on the user terminal, the server acquires the route specifying URL. Thereby, if a specific access route parameter is set for each electronic advertisement, it is possible to analyze the access route through which electronic advertisement is accessed by the user terminal.

  The route specifying URL is displayed or printed on a non-bidirectional communication medium, and the user terminal can acquire the route specifying URL from the non-bidirectional communication medium and access the server. By displaying or printing the route specifying URL on the non-bidirectional communication medium, the user terminal can obtain the route specifying URL from the non-bidirectional communication medium and access the content even when accessed by the server. It is possible to analyze the access route. The non-bidirectional communication medium refers to a medium in which information is provided by means other than bi-directional communication such as Internet communication, for example, a non-communication medium such as a paper medium such as a poster, a magazine, or a newspaper. . The non-bidirectional communication medium includes broadcasting performed in one direction such as television.

  The server includes means for acquiring a URL (route specifying URL) including an access route parameter when accessed by a user terminal based on a URL including a parameter (access route parameter) for specifying an access route, and a user terminal Means for adding information (parameter information) indicating an access route parameter to the content that is displayed or printed by the user terminal so that it can be displayed or printed together with the content, and the content with the parameter information added to the user terminal And an access analysis system having means for acquiring parameter information from the content displayed or printed by the user terminal, and means for analyzing an access route to the content from the acquired parameter information. That.

  The server acquires a URL (route specifying URL) including an access route parameter when the computer is accessed by a user terminal based on a URL including a parameter (access route parameter) for specifying an access route. Means, means for adding information (parameter information) indicating an access route parameter to the contents used offline by being displayed or printed by the user terminal so as to be displayed or printed together with the contents, and parameter information Access to function as means for providing the content to the user terminal, means for acquiring parameter information from the content displayed or printed by the user terminal, and means for analyzing the access path to the content from the acquired parameter information It can be realized by analyzing the program.

(1) According to the present invention, it is possible to analyze the access route to the content even when the content used offline is in the middle of the access route. For this reason, the application form, various materials, coupon tickets, digital data such as videos are downloaded on the website, and then the application for the actual service or the purchase by visiting the real store is performed offline. However, it is possible to identify the access path that led to the contract.

(2) When the access route parameter is embedded in the URL linked to the electronic advertisement, if a specific access route parameter is set for each electronic advertisement, the user terminal passes through which electronic advertisement. It is possible to analyze whether the access has been made or not.

(3) When the path specifying URL is displayed or printed on the non-bidirectional communication medium, and the user terminal acquires the path specifying URL from the non-bidirectional communication medium and accesses the server, the poster By displaying or printing the route specifying URL on a non-bidirectional communication medium such as a magazine or a magazine, the user terminal can obtain the route specifying URL from the non-bidirectional communication medium and access the content even when the server is accessed. It is possible to analyze the access route.

  FIG. 1 is a schematic configuration diagram of an access analysis system according to an embodiment of the present invention, and FIG. 2 is a block diagram showing details of the access analysis system of FIG.

  1, the access analysis system according to the embodiment of the present invention includes a web server 1 connected to the Internet N as a telecommunication line and accessible by a user terminal A via the Internet N. The user terminal A is a personal computer (PC), a personal digital assistant (PDA), a mobile phone terminal, or the like, and includes a browser for accessing the web server 1.

  As shown in FIG. 2, the web server 1 acquires content storing means 10 for storing content to be provided to the user terminal A, route specifying URL acquiring means 11 for acquiring a route specifying URL described later by the user terminal A, and acquisition. Parameter information storage means 12 for storing information (parameter information) indicating an access route parameter, which will be described later, included in the route specifying URL, parameter information adding means 13 for adding parameter information to the content provided to the user terminal A, parameter information Content providing means 14 for providing the user terminal A with the content to which is added, parameter information obtaining means 15 for obtaining parameter information included in the content provided to the user terminal A, and parameter information obtained by the parameter information obtaining means 15 Access path analysis Having a scan path analysis means 16, and an analysis result output unit 17 for outputting the analysis result of the access route analyzer 16.

  Content stored in the content storage means 10 includes document files such as HTML files for each web page provided to the user terminal A, images, music, pamphlets, application forms, various materials, coupon tickets, videos, e-mails, etc. It is digital data of content.

  Here, the access route parameter will be described. The access route is, for example, the electronic advertisement of the access source if the access is via electronic advertisement, and the access is the access via the advertisement posted in a non-bidirectional communication medium such as a poster, magazine or newspaper. The original advertisement. The access route parameter is a parameter for specifying these access routes.

  For example, when specifying an access route from an electronic advertisement, a specific parameter (for example, URL <http: //www.***.***.***/? Banner = AAAA> is set to “? Banner = AAAA”. The route specifying URL is the URL of the service provider including this access route parameter. That is, the access route parameter is provided to the user by being incorporated in a URL linked to the electronic advertisement.

  Further, when specifying an access route from a non-bidirectional communication medium such as a poster, magazine, or newspaper, a parameter that can be similarly specified is set as an access route parameter for each target of the non-bidirectional communication medium. The route specifying URL is a URL including the access route parameter. Unlike the electronic advertisement, the route specifying URL cannot be directly linked. Therefore, the route specifying URL is displayed or printed as a two-dimensional code or text on a non-bidirectional communication medium. Is provided to the user.

  The route specifying URL acquisition unit 11 acquires the route specifying URL from the referrer (reference source URL) when accessed by the user terminal A based on the route specifying URL. Since acquiring the route specifying URL from the referrer is known as described in Patent Document 4 and the like, detailed description thereof is omitted. Further, the route specifying URL acquisition unit 11 uses the access route parameter or the text of the route specifying URL itself as parameter information indicating the access route parameter included in the acquired route specifying URL, the access route parameter or the route specifying URL as parameter information later. A parameter information storage unit 12 stores a two-dimensional barcode that can be decoded by the acquisition unit 15, the access path analysis unit 16, or the like and a format such as a unique ID.

  The parameter information adding unit 13 adds the parameter information to the content used offline by being displayed or printed by the user terminal A so that the parameter information is displayed or printed together with the content.

  The content providing unit 14 provides the user terminal A with the content added with the parameter information by the parameter information adding unit 13. The user terminal A can be used offline by displaying or printing the content provided by the content providing means 14.

  The parameter information acquisition unit 15 acquires parameter information from the content displayed or printed by the user terminal A, and includes input units such as a scanner and a keyboard. The parameter information acquisition means 15 acquires parameter information by reading offline content displayed or printed by the user terminal A with a scanner or inputting it with a keyboard.

  The access route analyzing means 16 analyzes the access route from the acquired parameter information. When the parameter information is encoded as described above, the access route analyzing means 16 decodes it into the text of the original access route. Further, the access route analyzing means 16 performs analysis such as aggregation and analysis of access routes used when accessing offline content. The analysis result output means 17 outputs the analyzed parameters by a display, a printer or the like.

  The processing procedure by the access analysis system having the above configuration will be described in more detail based on the flowchart of FIG.

(S100) The user acquires a route specifying URL from an electronic advertisement, a poster, a magazine, a newspaper, a television, or the like, and accesses the web server 1 of the service provider based on the route specifying URL by the user terminal A.
(S101) The web server 1 executes a program code such as JavaScript embedded in an HTML (Hypertext Markup Language) document provided from the web server 1 to the user terminal A from the referrer URL (referrer) and the route specifying URL. Get by. This program code causes the web server 1 to function as the route specifying URL acquisition unit 11.

(S102) The path specifying URL acquisition unit 11 generates a unique ID (user ID) based on the access time by the user terminal A and the IP (Internet Protocol) address. For example, when there is an access from the IP address 255.255.255.255 at 1: 02: 3 on May 12, 2007, it is set to “20070512010203255525255255”. It is also possible to obtain the time in milliseconds and not include an IP address.

(S103) The route specifying URL acquisition unit 11 adds the reference source URL and the user ID as URL variables, and calls a CGI (Common Gateway Interface) program described in Perl, PHP: Hypertext Preprocessor, or the like as an image file (source) Code example: <img src = "/ cgi-bin / log.cgi? Id = 20070512010203255255255255 & url = www.google.com / search? Q = xxxxx">).

(S104) Then, the CGI program (route specifying URL acquisition unit 11) called as an image file stores the reference source URL (route specifying URL) and user ID as parameter information based on the URL variable in the parameter information storage unit 12. Record. At this stage, the reference source URL (route specifying URL) is analyzed, and the access route parameter is restored. In the parameter information storage unit 12, the restored access route parameter can be associated with the user ID and stored as parameter information.

(S105) A program code (route specifying URL acquisition means 11) such as JavaScript generates a cookie and writes the user ID in the browser of the user terminal A.
(S106) The user moves to a download page for offline content such as an application form, a document, a pamphlet, and a coupon ticket while referring to each page by the user terminal A.

(S107) The parameter information adding means 13 calls Cookie from the browser of the user terminal A, generates an image of parameter information, PDF (Portable Document Format), etc. based on the user ID, and downloads the generated image, PDF, etc. Are inserted into offline content such as application forms, materials, pamphlets and coupon tickets, and then displayed or printed on the user terminal A.

(S108) The user uses the offline content by mailing the printed application form to the service provider or presenting the coupon ticket displayed on the user terminal A to the service provider.
(S109) The service provider uses the parameter information acquisition means 15 to read the parameter information embedded in the offline content with a scanner or input it with a keyboard.

(S110) The parameter information acquired by the parameter information acquiring unit 15 is decoded by the access route analyzing unit 16 into the original access route parameter by referring to the parameter information storage unit 12.
(S111) The access route analyzing unit 16 appropriately analyzes the access route to the content, and analyzes the result, and the analysis result output unit 17 outputs the result.

  As described above, in the access analysis system according to the present embodiment, even when content that is used offline is in the middle of an access route, such as a printed application form, the access route to the offline content is Can be analyzed. For this reason, the application form, various materials, coupon tickets, digital data such as videos are downloaded on the website, and then the application for the actual service or the purchase by visiting the real store is performed offline. However, it is possible to identify the access path that led to the contract.

  In the access analysis system shown in FIG. 1, the content storage unit 10, the route identification URL acquisition unit 11, the parameter information storage unit 12, the parameter information addition unit 13, the content provision unit 14, and the parameter information acquisition unit 15 are stored in the web server 1. The access path analysis means 16 and the analysis result output means 17 are all provided, but these may be constituted by a plurality of servers including a web server and an ASP (Application Service Provider) type management server.

  FIG. 4 is a schematic configuration diagram showing another embodiment of the access analysis system of the present invention. In this case, the content storage unit 10, the route identification URL acquisition unit 11, the parameter information storage unit 12, the parameter information addition unit 13, the content provision unit 14, the parameter information acquisition unit 15, the access route analysis unit 16 and the analysis result output unit 17 The web server 1a, 1b, 1c is configured to embed only the program code for calling the management server 2 in the HTML document.

  In this case, in order to be able to manage a large number of websites on the web servers 1a, 1b, and 1c with one management server 2, a unique site ID is assigned in advance to each website, and this site is included in the parameter information. ID is included. As a result, it is possible to easily analyze the access paths of a large number of websites with one management server 2.

An actual operation example of the access analysis system will be described.
Example 1
(1) Mr. C who is a user selects an electronic advertisement of a store D discovered while browsing the web by the user terminal A and accesses it at 20:12:34 on May 20 (step S100 in FIG. 3). . The electronic advertisement includes a URL (for example, http: /) that includes information indicating a site (for example, Yahoo! ™) including the electronic advertisement as an access route parameter (for example,? Banner = yahoo). / www. ***. ***. *** /? banner = yahoo>) is linked. At this time, steps S101 to S105 in FIG. 3 are executed.

(2) Mr. C refers to the website of the store D and finally downloads the application form (step S106 in FIG. 3). At this time, step S107 of FIG. 3 is executed, and as shown in FIG. 5, a two-dimensional code having parameter information “200705202012234255255255255 Yahoo!” is inserted into the footer portion of the application form. It is possible to insert not only in the two-dimensional code format but also in a one-dimensional barcode or text format.

(3) Mr. C downloads the application form in which the two-dimensional code is embedded, prints it, bundles it with a personal computer, and ships (carry) it to the store D.
(4) At the store D, the two-dimensional code shown in FIG. 5 is read using a two-dimensional code reader (step S108 in FIG. 3). Thereby, the parameter information related to the sales “200705202012234255255255255 Yahoo!” is captured. If the parameter information is inserted into the application form in text format, a two-dimensional code reader is not necessary. Further, it is possible to refer to other data stored in the parameter information storage unit 12 based on the ID of “200705202012234255255255255”.

(Example 2)
(1) Mr. I who is a user finds an advertisement for a G store in a newspaper, reads a two-dimensional code contained in the advertisement with a mobile phone as the user terminal A, and puts it on the G store website on May 21. At 17:56:19 (step S100 in FIG. 3). The two-dimensional code is linked with a URL including information indicating a newspaper on which an advertisement is posted as an access route parameter as in the first embodiment. At this time, steps S101 to S105 in FIG. 3 are executed.

(2) Mr. I refers to the website of the G store, and finally downloads the coupon ticket (mail transmission) to the mobile phone (step S106 in FIG. 3). At this time, step S107 in FIG. 3 is executed, and as shown in FIG. 6, text data having parameter information of “20070521175756255255255255 XX newspaper” is inserted into the footer portion of the coupon ticket.

(3) Mr. I comes to the G store at a later date and presents a mobile phone on which the coupon ticket is displayed at the G store (step S108 in FIG. 3). At the G store, the parameter information related to the sales of “XX newspaper” is written down, and then is input as data into spreadsheet software or the like by the parameter information acquisition means 15 and stored.

  The access analysis method, access analysis system, and access analysis program of the present invention are useful as a method, system, and program for analyzing an access route to content. In particular, the present invention is suitable as one capable of analyzing an access route even when content used offline is present in the middle of the access route.

It is a schematic block diagram of the access analysis system in embodiment of this invention. It is a block diagram which shows the detail of the access analysis system of FIG. It is a flowchart which shows the process sequence by the access analysis system of FIG. It is a schematic block diagram which shows another embodiment of the access analysis system of this invention. It is a figure which shows the application form which is an example of offline content. It is a figure which shows the coupon ticket which is an example of offline content.

Explanation of symbols

1, 1a, 1b, 1c Web server 2 Management server 10 Content storage means 11 Route specifying URL acquisition means 12 Parameter information storage means 13 Parameter information addition means 14 Content provision means 15 Parameter information acquisition means 16 Access route analysis means 17 Analysis result output means

Claims (5)

When accessed by a user terminal based on a URL including a parameter for specifying an access route (hereinafter referred to as “access route parameter”), a URL including the access route parameter (hereinafter referred to as “route specifying URL”). The server obtains),
Information indicating the access path parameter (hereinafter referred to as “parameter information”) is displayed or printed together with the content on the content that is used offline by the server being displayed or printed by the user terminal. And the step of adding
The server providing the user terminal with the content with the parameter information added thereto;
The server obtaining the parameter information from content displayed or printed by the user terminal;
An access analysis method comprising: a step of analyzing an access route to the content from the acquired parameter information.   The access analysis method according to claim 1, wherein the access route parameter is embedded in a URL linked to an electronic advertisement.   The route specifying URL is displayed or printed on a non-bidirectional communication medium, and the user terminal obtains the route specifying URL from the non-bidirectional communication medium and accesses the server. The access analysis method according to claim 1. When accessed by a user terminal based on a URL including a parameter for specifying an access route (hereinafter referred to as “access route parameter”), a URL including the access route parameter (hereinafter referred to as “route specifying URL”). Means for acquiring),
Information indicating the access route parameter (hereinafter referred to as “parameter information”) is added to the content used offline by being displayed or printed by the user terminal so as to be displayed or printed together with the content. Means,
Means for providing the user terminal with the content with the parameter information added thereto;
Means for obtaining the parameter information from content displayed or printed by the user terminal;
Means for analyzing an access path to the content from the acquired parameter information. When accessed by a user terminal based on a URL including a parameter for specifying an access route (hereinafter referred to as “access route parameter”), a URL including the access route parameter (hereinafter referred to as “route specifying URL”). Means for acquiring),
Information indicating the access route parameter (hereinafter referred to as “parameter information”) is added to the content used offline by being displayed or printed by the user terminal so as to be displayed or printed together with the content. Means,
Means for providing the user terminal with the content with the parameter information added thereto;
Means for obtaining the parameter information from content displayed or printed by the user terminal;
An access analysis program for causing a computer to function as means for analyzing an access route to the content from the acquired parameter information.

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