JP2011203934A - Marketing system and method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide marketing technology integrally utilizing individual cluster information of a plurality of organizations.SOLUTION: A plurality of pieces of the individual cluster information individually managed by the plurality of organizations represent relation among identification information of a user, information representing a living area of the user, information representing a use, and a cluster ID allocated to the living area of the user. A server generates integration result information that is information obtained by integrating relation among the living area, the organization and/or the use, and the cluster ID based on the plurality of pieces of the individual cluster information. The server receives the living area information representing the living area of the user from a user terminal that is an information processing terminal used by the user, specifies the cluster ID corresponding to the living area information from the integration result information, and transmits an information set of the specified cluster ID and information representing the organization and/or the use corresponding to the cluster ID to the user terminal. Each organization provides an advertisement based on one or more information sets stored in the user terminal.

Description

  The present invention relates to computer technology for marketing.

  A technique for classifying a residential area of a marketing target person (customer) using information on a residential area obtained from a national census and customer information held by an organization such as a company is known (for example, Patent Document 1). . The living area is divided, for example, in units of town streets, a plurality of areas having similar area attributes are grouped, and a classification name called “cluster” is given to each group. That is, the “cluster” is a category of attributes of the living area (for example, what characteristics are there as a consumer or typical characteristics as a group).

JP 2002-140490 A

  Information representing the relationship between the residential area and the cluster ID (hereinafter, individual cluster information) is uniquely generated for each institution and managed individually. Which cluster ID is assigned to which living area differs depending on the institution (or use of goods, etc.). That is, the cluster ID assigned to the same living area differs depending on the institution (or use).

  Of course, for each institution, the relationship between the residential area and the cluster ID is different for each institution and is managed individually. Therefore, there is no idea of using the individual cluster information of a plurality of institutions in an integrated manner for marketing. Even if there is an institution that has such an idea, how to use it is not considered at all.

  Therefore, an object of the present invention is to provide a marketing technique that uses individual cluster information of a plurality of institutions in an integrated manner.

  A server for supporting marketing is provided. A plurality of individual cluster information individually managed by a plurality of institutions includes user identification information, information indicating a user's living area, information indicating a use, and a cluster ID assigned to the user's living area, Represents the relationship. Based on a plurality of individual cluster information, the server generates aggregation result information that is information obtained by aggregating the relationship between the residential area and the organization and / or the usage and the cluster ID. Thereafter, the server receives living area information representing the user's living area from a user terminal that is an information processing terminal used by the user. The server identifies the cluster ID corresponding to the living area information from the aggregation result information, and sends an information set of the identified cluster ID and information indicating the organization and / or usage corresponding to the cluster ID to the user terminal. Send. Each organization and other organizations such as other companies that do not manage user information provide advertisements based on one or more information sets stored in the user terminal.

  Thereby, various organizations including not only an organization that manages user information independently but also an organization that does not manage user information can perform marketing efficiently and effectively.

  The information input from the user terminal may be information indicating the user's living area, and need not be personal information such as the user's name and detailed address. For this reason, the user can expect to receive an advertisement suitable for the user without inputting any personal information.

1 shows a configuration of a marketing system according to an embodiment of the present invention. The structure of individual DB101 is shown. The flow of processing of the aggregation unit 111 of the server 103 is shown. The structure of the intermediate information 401 is shown. The structure of the aggregation result information 501 is shown. A flow of processing between the user terminal 105 and the transmission unit 115 of the server 103 is shown. The structure of the cluster information set group 701 is shown. The 1st usage example of the cluster information set group 701 in the user terminal 105 is shown. The 2nd usage example of the cluster information set group 701 in the user terminal 105 is shown. The 3rd usage example of the cluster information set group 701 in the user terminal 105 is shown. The 4th usage example of the cluster information set group 701 in the user terminal 105 is shown.

  According to an embodiment of the present invention, marketing that uses a plurality of pieces of individual cluster information managed individually by a plurality of institutions is realized. Specifically, a server for supporting marketing is provided, and the server aggregates a large number of cluster IDs included in a plurality of individual cluster information for each residential area. If the user terminal inputs living area information representing the user's living area to the server, the server transmits a set of the cluster ID aggregated for the living area and information representing the institution and / or usage to the user terminal. To do. The user terminal stores the received set. In an institution or the like, the relationship between the cluster ID and the institution and / or usage stored in the user terminal is specified, and an advertisement is provided to the user based on the specified relationship.

  Hereinafter, an embodiment of the present invention will be described in detail with reference to the drawings. In the following description, “ID” refers to an identifier, which can be represented by a number, alphabet, other codes, or a combination of two or more of them.

  FIG. 1 shows a configuration of a marketing system according to an embodiment of the present invention.

  There are a plurality of individual DBs (databases) 101, 101,..., A marketing support server (hereinafter referred to as a server) 103, a plurality of user terminals 105, and a cluster utilization server 107. The cluster utilization server 107 is a device that distributes advertisements to the user terminal 105 based on the cluster information set group 701 acquired by the user terminal 105, and stores a store system server, a display control server, and a WEB server in utilization examples described later. The carrier server.

  The plurality of individual DBs 101, 101,... Are databases managed individually by a plurality of institutions. The individual DB 101 includes a database managed by companies such as Company A, Company B, and Company C, and a database based on the results of a national census. The individual DB 101 is a cluster assigned to the living area, which is assigned based on information representing the clustering result by the organization that manages the DB 101, that is, the customer's living area and the consumption behavior result of a unique user owned by the organization. This is information representing the relationship with the ID. The plurality of individual DBs 101, 101,... Exist in different storage devices, but may exist in the same storage device as long as they are managed individually.

  The server 103 is a computer system composed of one or more computers, and has hardware resources such as a processor and storage resources (for example, a memory or a hard disk drive). Based on the hardware resources, the aggregation unit 111, the storage unit 113, and the transmission unit 115 are realized. The aggregation unit 111 and the transmission unit 115 are functions realized by a processor executing a computer program. The storage unit 113 is a storage resource in the server 103 (may be an external storage device connected to the server 103).

  The aggregation unit 111 aggregates the cluster IDs of the plurality of individual DBs 101 for each residential area, and stores information representing the aggregation result (aggregation result information) in the storage unit 113.

  The transmission unit 115 identifies the cluster ID corresponding to the user's living area from the aggregation result information in the storage unit 113, and identifies the identified cluster ID and the organization corresponding to the cluster ID to the user terminal 105 of the user. And / or an information set (hereinafter referred to as a cluster information set) with information representing a use is transmitted.

  The user terminal 105 is an information processing terminal used by a user, and is, for example, a personal computer (PC), a mobile phone, or the like. The user terminal 105 generally has a processor and storage resources. The user terminal 105 receives the cluster information set from the server 103 and stores the received cluster information set in a storage resource.

  Hereinafter, this embodiment will be described in more detail.

  FIG. 2 shows the configuration of the individual DB 101.

For example, the individual DB 101 has the following information for each user.
(*) User ID that is user identification information.
(*) Residential area information which is information indicating the user's living area. The residence area information is, for example, information up to the town chome, and is not information indicating details of the user's address.
(*) Application ID representing application identification information. The use is, for example, a product or its type, or a service or its type.
(*) Cluster ID which is cluster identification information.

  The individual DB 101 does not necessarily have application IDs, but preferably has a plurality of application IDs as shown in FIG.

  According to the example of FIG. 2, the cluster ID “A06” is assigned to the use area “AA prefecture... 1 chome” for the use “product 11” (for example, the electrical appliance), and the use “product 25”. "(For example, daily necessities), the cluster ID" C12 "is assigned.

  FIG. 3 shows a processing flow of the consolidating unit 111 of the server 103.

  The aggregation unit 111 collects information from all the individual cluster DBs 101 (S301).

Next, the aggregation unit 111 creates intermediate information (see FIG. 4) 401 on the memory based on the collected information (S302). The intermediate information 401 is information temporarily created for creating the aggregation result information. For example, as illustrated in FIG. 4, the intermediate information 401 represents a cluster ID aggregation result for each engine. In S302, specifically, for example, the aggregating unit 111 performs the following processing for each individual DB 101 (the aggregating unit 111 may perform the subsequent S303 without performing S302). The intermediate information 401 is completed by performing the following processing for all individual DBs 101.
(*) The aggregation unit 111 identifies an organization that manages the individual DB 101 from which information is collected.
(*) The aggregating unit 111 sets intermediate information 401 (FIG. 4) as a set of an institution ID that is an identifier of the specified institution, a use ID that the individual DB 101 of the institution has, and living area information that the individual DB 101 has. Register).
(*) The aggregating unit 111 aggregates each registered set for each living area information and associates one or more cluster IDs collected in the living area information with respect to the same living area information with the living area information, as intermediate information. 401 is registered.

  Finally, the aggregation unit 111 creates aggregation result information (see FIG. 5) 501 representing the cluster ID aggregation result for each living area on the basis of the intermediate information 401, and stores it in the storage unit 113 (S303). . As shown in FIG. 5, the aggregation result information 501 has an institution ID, a usage ID, and a cluster ID for each living area information.

  FIG. 6 shows the flow of processing between the user terminal 105 and the transmission unit 115 of the server 103.

  The user terminal 105 inputs the living area information of the user having the user terminal 105 to the server 103 (S601). The transmission unit 115 receives the living area information and stores it in the memory (S602). The user's living area information may be manually input by the user via a WEB page provided by the server 103 or may be acquired from user profile information stored in the user terminal (for example, a mobile phone) 101, for example. . That is, the user's living area information may be input manually or acquired automatically. Alternatively, the server 103 may obtain the information from a list prepared in advance by entering a check mark in a check box. The residential area here may be information up to chome.

  When the transmission unit 115 acquires the user's living area information, the transmission unit 115 requests the user to select the user's desired institution and / or usage (S603). Specifically, for example, the transmission unit 115 transmits a WEB page including an option desired by the user and / or usage (for example, a check box) to the user terminal 105.

  The user selects the desired institution and / or application. Specifically, for example, the user selects a desired institution and / or usage option from the WEB page provided from the server 103 and displayed on the user terminal 105 (for example, a check mark is put in a check box), A predetermined operation is performed (for example, an execution button on the WEB page is clicked). In response to this, the user terminal 105 transmits one or more organizations and / or usage IDs selected by the user to the server 103 (S604).

  The transmission unit 115 receives one or more organizations and / or usage IDs desired by the user from the user terminal 105 and stores them in the memory (S605).

  Based on the residential area information received in S602, the transmission unit 115 identifies the corresponding cluster ID from the aggregation result information 501 in the storage unit 113 for each organization and / or usage ID received in S605. The transmission unit 115 transmits one or more information sets (cluster information sets) of the institution and / or use ID and the identified cluster ID corresponding to the ID to the user terminal 105 (S606).

  The user terminal 105 receives one or more cluster information sets from the server 103. The user terminal 105 stores a cluster information set group (see FIG. 7) 701, which is a set of one or more received cluster information sets, in a storage resource in the user terminal 105 (S607). As a result, the cluster IDs assigned to the user's residence area of the user terminal 105 and corresponding to the user's desired institution and / or usage are aggregated in the user terminal 105. In addition to the cluster ID corresponding to the user's desired institution and / or use, the cluster ID using the result of the national census unrelated to any institution and / or use is additionally stored as part of the cluster information set. May be.

  The cluster ID corresponding to each institution and / or use collected in the user terminal 105 is not an ID assigned based only on the user attribute (for example, preference), but the attribute of the area where the user resides (for example, Since it is an ID of a category of a category of typical characteristics as a group), the characteristics of the user are also reflected. For this reason, providing an advertisement corresponding to the cluster ID in the user terminal 105 to the user of the user terminal 105 is efficient and effective marketing for the institution, and provides useful information for the user. It will be an opportunity to acquire. The “institution” here may be the same company as the organization ID of the cluster information set group, a company that does not manage user information, or a user information that is managed by the cluster information set group. It may be an organization such as a company that was not taken in.

  The cluster information set group 701 in the user terminal 105 can be used in various ways. Hereinafter, four usage examples will be described as examples.

  FIG. 8 shows a first usage example of the cluster information set group 701 in the user terminal 105.

  There is a store system 801. The store system 801 is a computer system of an institution store, and includes, for example, a server and a non-contact type IC reader / writer connected to a register in the store. The IC reader / writer may be installed at the entrance of the store.

In the first usage example, for example, the following processing is performed.
(*) When the user enters the store or makes a payment, the user terminal 105 is held over the IC reader / writer. Thereby, the information included in the cluster information set group 701 in the user terminal 105 is acquired by the IC reader / writer. The acquired information is transmitted to the server.
(*) As soon as the institution server in the store system 801 receives the information that the cluster information set group 701 has, a cluster information set (hereinafter referred to as FIG. 8 is referred to as “target set”). Here, “institution corresponding to a store” is an organization having the store. The “use corresponding to a store” is a product sold by the store or its type (or service or its type).
(*) If the result of the determination is affirmative, the institution server transmits an e-mail of an advertisement corresponding to the cluster ID in the target set to the user terminal 105 storing the target set. The destination address of the e-mail can be specified from, for example, the individual DB 101 managed by the organization having the store.

  According to the first usage example, the user receives an advertisement corresponding to the cluster ID in the user terminal 101 immediately after the user terminal 101 is held over the IC reader / writer (for example, within a few minutes). For this reason, a user is highly likely to receive the advertisement while in the store. Therefore, the institution can expect individual users in the store to advertise different products that suit the user, and the user can expect to receive advertisements for products that suit their tastes while in the store. it can.

  FIG. 9 shows a second usage example of the cluster information set group 701 in the user terminal 105.

  There are a store display device 901 and a display control server 903. The store display device 901 is a display device 901 that is installed in a store and has a large screen. The display control server 903 is a digital signage server, and controls information displayed on the store display device 901.

In the second usage example, for example, the following processing is performed at each time point (regularly or irregularly).
(*) The display control server 903 collects information included in the cluster information set group 501 from the user terminals 105 of a plurality of users in a predetermined space (for example, a room) in the store.
(*) The display control server 903 specifies the most cluster ID among the plurality of cluster IDs included in the collected information.
(*) The display control server 903 displays an advertisement video corresponding to the specified cluster ID on the store display device 901.

  Many users come in and out of the predetermined space of the store. According to the second usage example, the advertisement video corresponding to the user at that time is displayed in the predetermined space at each time point. It will be.

  FIG. 10 shows a third usage example of the cluster information set group 701 in the user terminal 105.

  There is a WEB server 1001. The WEB server 1001 is, for example, a server for online shopping, a portal site server, or the like, and places an advertisement on a WEB page.

In the third usage example, for example, the following processing is performed.
(*) The user terminal 105 accesses the WEB server 1001.
(*) The WEB server 1001 acquires information included in the cluster information set group 701 from the access source user terminal 105. In this usage example, for example, the user terminal 105 may be a personal computer, and the cluster information set group 701 may be a cookie file.
(*) The advertisement corresponding to the cluster ID corresponding to the ID of the institution and / or use as the advertisement corresponding to the institution and / or use based on the information set represented by the acquired information by the WEB server 1001 Is provided to the user terminal 101 of the access source.

  According to the third usage example, an advertisement (for example, a banner) on the WEB page provided to the user terminal 101 is an advertisement corresponding to the cluster ID in the user terminal 101.

  FIG. 11 shows a fourth usage example of the cluster information set group 701 in the user terminal 105.

  For example, there are a carrier server (not shown) and a flow line management DB (database) 1111. The carrier server is a server managed by the carrier of the mobile phone. The flow line management DB 1111 is a database representing the position of the user terminal 105 at each time point. The flow line management DB 1111 is in a storage device in the carrier server or an external storage device connected to the carrier server.

In the fourth embodiment, for example, the following processing is performed at each time point (regularly or irregularly).
(S1101) The carrier server detects the current position of the user terminal 105.
(S1102) The carrier server acquires the information included in the cluster information set group 701 from the user terminal 105.
(S1103) The carrier server stores the position information indicating the position detected in S1101, the time information indicating the detected time, and the information acquired in S1102 in association with each other in the flow line management DB (database) 1111 To do.

  As a result, the flow line management DB 1111 accumulates sets of position information of the user terminal 105 and information included in the cluster information set group 701 in the user terminal 105 at a plurality of points in time. Therefore, from the flow line management DB 1111, it can be seen where and when the user terminal 105 having which cluster information set group 701 is located. Marketing using the flow line management DB 1111 becomes possible.

  As described above, according to the present embodiment, marketing using a plurality of individual cluster DBs 101 individually managed by a plurality of institutions is realized. Specifically, the server 103 aggregates information held by the plurality of individual cluster DBs 101, receives the user's living area information from the user terminal 105, and provides the user terminal 105 with the cluster ID aggregated for the living area information To do. An advertisement corresponding to the cluster ID of the user terminal 105 is provided to the user. As a result, efficient and effective marketing is performed for the institution, and the opportunity for the user to receive advertisements that match his / her attributes is increased. In addition, an organization that does not manage user information in-house can provide advertisements, and can also send advertisements to potential customers.

  Further, according to the present embodiment, the information input by the user in order to aggregate the cluster IDs in the user terminal 105 may be rough information such as living area information, not personal information such as details of the user's name and address. Therefore, the user can receive an advertisement suitable for his / her attributes without inputting personal information. In addition, it is possible to select which company data the user himself / herself downloads to the user terminal.

  The embodiment of the present invention described above is an example for explaining the present invention, and is not intended to limit the scope of the present invention only to the embodiment. The present invention can be implemented in various other modes without departing from the gist thereof.

101 ... Individual cluster DB (database) 103 ... Marketing support server 105 ... User terminal

Claims (6)

A plurality of pieces of information individually managed by a plurality of organizations, including user identification information, information indicating a user's living area, information indicating a use, and a cluster ID assigned to the user's living area, Based on a plurality of individual cluster information that represents the relationship, the aggregation means for storing in the storage means aggregation result information that is information that aggregates the relationship between the residential area and the organization and / or the use and the cluster ID,
Living area information representing the living area of the user is input from a user terminal that is an information processing terminal used by the user, a cluster ID corresponding to the input living area information is specified from the aggregation result information, and the specified cluster A marketing support server, comprising: a transmission unit configured to transmit an information set of an ID and information representing an organization and / or usage corresponding to the cluster ID to the user terminal. The server according to claim 1, wherein
The transmission means designates the user desired institution and / or usage from the user terminal, and sets the cluster ID corresponding to both the input residential area information and the designated institution and / or usage to the aggregation result information. Identified from
The information set is an information set of an identified cluster ID and information indicating an organization and / or usage designated from the user terminal.
Marketing support server. A user terminal that is an information processing terminal used by the user;
A marketing support server for supporting marketing to the user;
An institution system that is a computer system of an institution that performs marketing to the user;
(A) The server is a plurality of pieces of information individually managed by a plurality of institutions, and includes user identification information, information indicating a user's living area, information indicating a use, and a user's living area Based on a plurality of individual cluster information that represents the relationship with the cluster ID assigned to, create aggregation result information that is information that aggregates the relationship between the residential area and the organization and / or the use and the cluster ID,
(B) The user terminal inputs living area information representing the user's living area to the server,
(C) The server identifies a cluster ID corresponding to the input living area information from the aggregated result information, and the identified cluster ID and information indicating an organization and / or usage corresponding to the cluster ID Sending an information set to the user terminal;
(D) the user terminal receives and stores the information set;
(E) If the engine system stores an information set including information indicating an engine and / or usage corresponding to the engine system in the user terminal, an advertisement corresponding to the cluster ID in the information set is displayed. Providing to the user,
Marketing system. The system according to claim 3, wherein
In (E), the engine system is
(E1) From the user terminal of the user in the store of the institution, specify a cluster ID for the institution and / or usage corresponding to the institution system,
(E2) Immediately after executing (e1), information representing an advertisement corresponding to the identified cluster ID is transmitted to the user terminal storing the cluster ID.
Marketing system. The system according to claim 3, wherein
In (E), the engine system is
(E1) From the user terminals of a plurality of users in a predetermined space, specify the cluster ID for the engine and / or usage corresponding to the engine system,
(E2) An advertisement corresponding to the most cluster ID among the plurality of cluster IDs identified in (e1) is output from an output device provided in the predetermined space.
Marketing system. The server is a plurality of pieces of information managed individually by a plurality of institutions, and is assigned to the user identification information, the information indicating the user's living area, the information indicating the use, and the user's living area. Creating aggregation result information, which is information obtained by aggregating the relationship between the residential area and the institution and / or the usage and the cluster ID, based on a plurality of individual cluster information representing the relationship with the cluster ID;
A user terminal that is an information processing terminal used by the user inputs living area information representing the user's living area to the server;
The server identifies a cluster ID corresponding to the input living area information from the aggregated result information, and sets a set of the identified cluster ID and information indicating an organization and / or usage corresponding to the cluster ID, Transmitting to a user terminal which is an information processing terminal used by the user;
The user terminal receiving and storing the set;
If an institution system, which is a computer system of an institution that conducts marketing to the user, stores an information set including information indicating an institution and / or an application corresponding to the institution system, the information is included in the information set. Providing an advertisement corresponding to the cluster ID of the user to the user.

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