JP2013092934A - Prospective customer extraction system and prospective customer extraction method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a prospective customer extraction system and a prospective customer extraction method for performing efficient sales promotion or participation invitation in outbound marketing.SOLUTION: Outbound mail including links to Web pages including customer IDs unique to customers in URIs are transmitted to a plurality of customers, and when the customer traces the link included in the outbound mail, what type of page has been accessed and which action has been made by the customer in an on-line selling store are recorded as an action log. On the basis of the action log, predetermined points are given to every action of the customer and totaled so that prospective points can be calculated for each customer. Then, the customer who has the prospective points equal to or more than a predetermined value is extracted, and a much more active sales promotional action is made to the extracted customer.

Description

  The present invention relates to a prospective customer extraction system and a prospective customer extraction method for extracting customers who are interested in goods, services, and events from customers who have visited Web pages related to predetermined goods, services, and events.

In recent years, sales of specific products and services, recruitment of event participants, and the like are generally performed on an Internet website. There is a demand not only to open such a website, but also to actively encourage Internet users browsing the website to promote sales or participation.
As described above, there is a technique called “outbound marketing” as one form of a technique in which a side providing a product or service or a side holding an event actively works on a customer. Outbound marketing is a method in which a company that sells products, provides services, or holds events directly contacts customers by telephone or e-mail to sell products or services, or solicits participation in events. It is.

In order to perform outbound marketing, companies first need to obtain contact information for customers to contact.
Examples of methods for obtaining customer contact information include a method of obtaining a questionnaire or a campaign through the Internet or a magazine, or a method of listing customers who have inquired or purchased products in the past. It is done.

  In outbound marketing, companies and the like individually contact customers (telephones, e-mails, etc.) in the customer list obtained in this way, and conduct sales promotion or participation recruitment actions. However, depending on how to obtain the customer list, not all of the items in the list are interested in the company's products, services, events, etc. The contact may not work. In such a case, the labor required for outbound marketing and the actual sales promotion or participation recruitment effect may not be balanced, resulting in poor efficiency.

  The problem to be solved by the present invention is to provide a prospective customer extracting system and a prospective customer extracting method capable of performing efficient sales promotion or participation recruitment in outbound marketing.

  In order to solve the disadvantages described above, a prospective customer extraction system according to a first aspect of the invention includes a first database that stores a plurality of Web page data constituting a predetermined Web site, and a mail of a customer who accesses the Web site. A second database for storing data relating to customers including at least an address; a third database for storing an action log for recording customer actions, created based on an access log for each customer in the website; A server that transmits Web page data stored in the first database in response to a request from a computer used by a customer via a network, and the server is stored in the second database. To the web page corresponding to the unique customer ID for each customer. When an email including a message is transmitted and a link to the web page included in the email is followed by the customer, web page data corresponding to the customer ID is transmitted to the customer. , Collecting the access log of the customer in the website, storing it in the third database as an action log for each customer, and based on the action log for each customer stored in the third database, A customer whose prospective point calculated by assigning a predetermined point for each action and totaling the behavior is a predetermined value or more is extracted.

  According to a second aspect of the present invention, a prospective customer extracting method stores a first database storing a plurality of Web page data constituting a predetermined Web site, and data relating to a customer including at least a mail address of a customer accessing the Web site. A third database that stores an action log that records customer actions created based on an access log for each customer in the Web site, and a computer used by the customer via the network A prospective customer extraction method of a prospective customer extraction system having a server that transmits web page data stored in the first database in response to a request from the server, wherein the server is in the second database Corresponding to a unique customer ID for each customer for the stored customer email address sending an email containing a link to an eb page, and when the server follows a link to the web page contained in the email, the customer ID to the customer Transmitting the web page data corresponding to the customer, collecting the access log of the customer in the website, and storing it in the third database as an action log for each customer; and Based on the behavior log for each customer stored in the database, and by extracting a customer whose prospective point is equal to or greater than a predetermined value calculated by assigning a predetermined point for each customer behavior, Have

  In outbound marketing, a prospective customer extraction system and a prospective customer extraction method capable of conducting efficient sales promotion or participation recruitment are provided.

It is a figure which shows an example of the structure of the sales promotion system 100 for establishing an online store on the internet and performing the sales promotion action of an online store efficiently. FIG. 2 is a diagram illustrating an example of a configuration of a terminal that performs operations related to an online store. FIG. 3 is a diagram for explaining an operation example of the sales promotion system 100 when performing sales promotion behavior by outbound marketing. FIG. 4 is a diagram illustrating an example of an outbound mail creation screen displayed on the display unit of the terminal. FIG. 5 is a diagram for explaining an operation example of the sales promotion system 100 when a customer visits an online sales store. FIG. 6 is a diagram for explaining a process of extracting a customer with a high likelihood point.

Hereinafter, embodiments of the present invention will be described.
Hereinafter, as one embodiment of the present invention, a case will be described in which a company establishes a Web site related to a certain product and sells the product online within the site.

FIG. 1 is a diagram illustrating an example of a configuration of a sales promotion system 100 for establishing an online sales store on the Internet and efficiently performing sales promotion behavior of the online sales store.
As shown in FIG. 1, the sales promotion system 100 includes a terminal 1, a server 2, a database (DB) 3, and a network 4.

The terminal 1 is a terminal device such as a PC (Personal Computer), for example, which is used by a company that has established an online sales store, for inputting / outputting data related to the online sales store and performing various sales promotion actions on the Internet. It is.
FIG. 2 is a diagram illustrating an example of the configuration of the terminal 1.
As shown in FIG. 2, the terminal 1 includes a display unit 11 such as a liquid crystal display or an organic EL (Electro Luminescence), an operation unit 12 such as a mouse or a keyboard, an input unit 13 such as a scanner, an output unit 14 such as a printer, and an HDD. (Hard Disk Drive), SSD (Solid State Drive), and the like.

The server 2 is a server device connected to the terminal 1 and the network 4, and stores data for building an online sales store on the network 4, such as Web data of the online sales store created by the terminal 1. Further, the server 2 receives requests from various terminals connected to the network 4 via the network 4 and sends back Web data of the online store. In this way, an online sales store is provided on the network 4, and the online sales store can be accessed from any terminal connected to the network 4.
The server 2 is connected to the DB 3 and can read data from and write data to the DB 3.

DB3 is a database that manages data related to online dealers.
The DB 3 stores a Web data DB 31 that stores data (referred to as Web data) related to an online store website, and a customer DB 32 that stores contact information of customers who browse and purchase products and services at the online store. And an action log DB 33 for storing the actions of the customer in the online store.

  The network 4 is a computer network interconnected using Internet protocol technology or the like, for example, the Internet. The network 4 is connected to the server 2 and a number of computers (not shown). A certain computer connected to the network 4 returns predetermined data in response to a request from another computer. By such a mechanism, network connection and browsing by a computer are possible.

In such a sales promotion system 100, a company uses the terminal 1 to generate and edit Web data of an online sales store. As a result, a Web site of an online sales store is established on the network 4, and the design, page configuration, and the like can be edited.
Websites of online stores generally have, for example, a page called a top page that serves as an entrance, an introduction page for products and services handled, a search page for products and services, a page for bargain products and services, and a member registration page. It is composed of a plurality of Web pages such as pages, members-only pages, and event pages for appealing specific products and services. These pages are linked to each other, and can be set to move between pages unconditionally or only when specific conditions (ID, password, etc.) are satisfied. These settings can be made by the company via the terminal 1, and the setting data is stored in the Web data DB 31 of DB3.

By the way, even if an online sales store as described above is opened on the network 4, at the beginning, many network users do not know the existence of the online sales store, and there are no customers who visit the online sales store. For this reason, sales promotion actions are performed such as registering in a search site or requesting a web advertisement.
Hereinafter, an operation example of the sales promotion system 100 when a company performs sales promotion behavior in such an online sales store will be described.

In the following, as a sales promotion action, an outbound marketing method that obtains a list of network users who are likely to become customers of online dealers by some means, and makes a call or emails directly to the users of the list Is used.
Note that any means described above is not particularly limited in the present embodiment. For example, you may collect information such as e-mail addresses directly from customers who visited an online sales store, create a list, or place advertisements, questionnaires, etc. on other sites, and visit network users You may make it collect the contact information.
The list of contact information of the customer candidates obtained in this way is stored in the customer DB 32 of DB3.
That is, the customer DB 32 stores information such as contact information (e-mail address, etc.) of each customer.

Further, in the following description, a case where e-mail is used as a contact means in outbound marketing will be described, but the present invention is not limited to this, and for example, communication may be performed using a telephone.
FIG. 3 is a diagram for explaining an operation example of the sales promotion system 100 when performing sales promotion behavior by outbound marketing.

Step ST1:
The terminal 1 creates an e-mail for outbound marketing (hereinafter referred to as “outbound mail”) according to the operation of the company.
FIG. 4 shows an example of a screen display displayed on the display unit 11 of the terminal 1 when creating an outbound mail.
As shown in FIG. 4, when creating an outbound mail, an outbound mail creation screen 200 is displayed on the display unit 11.
The text editing column 201 is a column for editing the text of the outbound mail.
The company edits the outbound mail in the text editing column 201.
The contents of the outbound mail are, for example, an introduction sentence of a specific product, a URI (Uniform Resource Identifier) of a Web page explaining details of the product to be introduced, and the like.

Step ST2:
The terminal 1 transmits the outbound mail created in step ST1 to the customer contact information stored in the customer DB 32.

Next, a customer who received an outbound mail or another customer (for example, a customer who searched for a product handled at an online store on a search site or a customer who saw a web advertisement) actually visited an online store. An example of the operation of the sales promotion system 100 will be described.
FIG. 5 is a diagram for explaining an operation example of the sales promotion system 100 when a customer visits an online sales store.

Step ST3:
The server 2 reads out and transmits the Web data requested by the customer via the network 4 from the Web data DB 31.
Step ST4:
The server 2 creates an action log for each customer and stores it in the action log DB 33 for each customer.
The action log is, for example, which page the customer browsed and what operation (for example, product page reference, product order, order cancellation, etc.) in the online store website. It is log data which shows the action of the customer in.

The action log creation method is performed as follows, for example.
For example, a link to a Web page including a customer ID unique to each customer in the URI is described in the email created in step ST1.
Here, the customer ID is a number, a character string, or the like given in advance for each customer.
In addition to the customer ID, when an event such as introduction of a specific product or discount sale is performed on the linked Web page, an event ID corresponding to the event may be included.

The URI including the customer ID unique to each customer is, for example, a link to a Web page having different contents for each customer.
When the customer who has received the outbound mail follows the link included in the outbound mail, the computer used by the customer requests the Web data of the Web page of the link destination URI from the server 2 via the network 4.
Upon receiving such a request from the customer's computer, the server 2 records the customer ID included in the URI and the Web page indicated by the URI, and creates an action log for each customer. The behavior log also records customer behavior (for example, pressing a product purchase button, entering a question on a product question form, etc.) on each Web page. The created action log is stored in the action log DB 33 of DB3.
When the event ID is included in the URI, since the URI is a page for performing an event such as a page for introducing a specific product, a special sale page, a limited product page, the server 2 includes the event ID. Create an action log.
In other words, the action log is a log that records which page the customer has viewed which page in the website of the online sales store and what action has been taken on each page. Therefore, referring to the action log, the customer browses the page about what kind of product, what kind of product is purchased, or what kind of product is likely to be purchased (for example, on the product purchase page) Whether the purchase button has been pressed but the purchase decision button has not been pressed at the final confirmation on the final confirmation page of the purchase intention, etc.).

Note that the Web page that can be reached by following the URI link including the customer ID unique to each customer included in the outbound mail is a Web page that is different for each customer as described above. Web pages that differ from customer to customer, for example, analyze what products the customer is interested in based on the behavior log of each customer, and products that the customer is likely to be interested in based on the analysis results. For example, the page is created in advance by a company and stored in the Web page DB 31.
As described above, when the customer follows the link described in the outbound mail, an access log to the Web page is obtained in the server 2, and the user's action on each page in the online store site is obtained therefrom. It is possible to create an action log for each customer including information about whether or not

  In addition, although the example which produces a different web page for every customer and describes the link to the created web page in outbound mail was demonstrated here, this invention is not limited to this. That is, an outbound mail with a link to the same Web page (for example, a recommended product detail page) may be transmitted to all customers. However, even in this case, the customer ID may be included in the URI of the link as a character string so that the log can be collected when the customer accesses the page.

Step ST5:
The server 2 gives points to each behavior of the customer based on the behavior log for each customer created in step ST4. In the present embodiment, points given to customer behavior are referred to as prospective points, for example.
Probability points are used to determine how much each customer is likely to benefit the online store. Expected points are a set of predetermined points corresponding to each of the behaviors on the customer's online store site, giving points to all of the customer's behaviors by referring to the behavior log, and combining them. is there.

The points to be given according to each behavior of the customer are set as follows, for example.
First, when a customer follows a link of a different Web page for each customer described in the outbound mail, a predetermined point is given to the customer. Since the Web page is created based on, for example, the past behavior log of the customer, the Web page includes introductions of products that are likely to attract the customer, links to similar products, and the like. Each time a link in such a Web page is traced, a predetermined prospect point is added to the customer. And when the customer finally pushes the purchase button on the purchase page of the product, or goes to the confirmation page of purchase completion etc. and pushes the purchase decision button at the final confirmation, more points are given Yes.

Prospect points are used to indicate whether or not a customer is likely to make a purchase, so many customers who have reached the purchase page for a product (even if a final purchase is not confirmed) Further points are given to a customer who has pressed the purchase decision button at the time of final confirmation on the product purchase confirmation page.
In other words, the points to be given on each page are not constant, for example, the purchase at each customer's online store, such as giving more points when browsing the purchase confirmation page than when browsing the purchase page You just need to give points that make the prospects clearer.
And the prospective point for every customer is decided by totaling the point provided in this way.

  As described above, in the sales promotion system 100 according to the present embodiment, given points are assigned to each behavior of the customer, and by accumulating the predetermined points, the customer's past behavior can be determined by the customer at the online sales store. It is possible to determine whether the customer is highly likely to purchase the product.

As described above, the behavior log for each customer can be easily collected by sending the outbound mail sent to the customer with a link including the customer ID in the URI. Further, based on the action log, it is possible to calculate a prospective point that is an index indicating whether or not the customer is likely to purchase a product at an online store.
Below, the process which extracts the customer with a high prospective point based on the prospective point calculated in this way is demonstrated.
FIG. 6 is a diagram for explaining a process of extracting a customer with a high likelihood point.

Step ST6:
The server 2 refers to the prospective points given in step ST5 in accordance with the operation of the company at the terminal 1 and extracts customers having the prospective points higher than the predetermined threshold.
The method for setting the threshold value of the prospective point in this step is not particularly limited in the present embodiment. For example, the threshold value may be set so that the number of customers to be extracted is a predetermined number or less.
Step ST7:
The server 2 creates a list of customers with high prospective points extracted in step ST6 according to the operation of the company at the terminal 1, and stores this in the customer DB 32.
Step ST8:
Aggressive sales promotion actions such as further transmission of outbound mail are performed for the customers in the customer list created in step ST7 with high prospective points.
The customers in the customer list created in step ST7 and having a high prospective point are customers who are more likely to purchase the product in the online sales store than the customers outside the list. For this reason, efficient sales promotion activities can be performed by sending more frequent outbound mails to the customers in the customer list with high prospective points.

  As described above, in the sales promotion system 100 of this embodiment, an outbound mail including a link to a Web page including a customer-specific customer ID in a URI is transmitted to a plurality of customers, and is included in the outbound mail. When the customer traces the link, what kind of page the customer accesses in the online sales store and what action is taken is recorded as an action log. Then, based on the action log, given points are given to each of the customer's actions and aggregated to indicate whether or not the customer is highly likely to purchase the product at the online store. Is calculated for each customer. Furthermore, a customer having a prospective point equal to or greater than a predetermined value is extracted, and more aggressive sales promotion behavior is performed, such as sending an outbound mail to the extracted customer more frequently.

  Further, by repeating such processing, it is possible to narrow down customers who are highly likely to purchase at an online store. For this reason, we send outbound emails tailored to customers based on the behavior log for each customer to customers with high potential points, and to customers who do not have a special product introduction page. Efficient sales promotion behavior can be performed, such as sending outbound mail including links.

In the above-described embodiment, the company creates an outbound mail including the URI of the link destination that is different for each customer on the terminal 1 based on the customer's action log, but this requires a lot of labor. . In order to reduce this effort, for example, customers may be classified into a predetermined number of levels according to the prospective points, and outbound mail including URIs of link destinations that differ for each level may be created and transmitted.
That is, for example, all customers are divided into three levels of levels A to C according to the value of the prospective point, and more detailed product information is described in the customer of level A having the highest prospective point. An outbound mail including the URI of the Web page may be transmitted, and an email including the URI of the Web page in which only the minimum content is described may be transmitted to a customer of level C whose prospective point is low. .

The present invention is not limited to the embodiment described above.
That is, when implementing the present invention, various modifications, combinations, sub-combinations, and alternatives may be made to the components of the above-described embodiments within the technical scope of the present invention or an equivalent scope thereof.

In the embodiment described above, the sales promotion system 100 in an online store using a network such as the Internet has been described.
However, the present invention can be applied even when an online sales store is not established on the network.
For example, the following modifications can be considered.

<Variation 1> Recruitment of event participants:
For example, the present invention can be applied to a case where participants of a certain event (concert, seminar, spot sale, product trial monitor recruitment, etc.) are recruited via the Internet.
In other words, an event notification web page, event details page, event application page, event application completion page, event questionnaire page, etc. are created for each candidate in the event participation candidate list obtained by some means The outbound mail including the URI of these Web pages and the ID for each event candidate is transmitted.
Then, follow the URI described in the outbound mail, and what page each candidate has viewed, what action (applying an event, asking a question about the event, etc.) as an action log Record.
Further, similarly to the above-described embodiment, predetermined points are assigned to each behavior of each candidate recorded in the behavior log, and the potential points for each candidate are calculated by accumulation. And if a candidate having a prospective point equal to or greater than a predetermined value is extracted, the extracted candidate is a candidate who is highly likely to participate in the event. By performing the participation promotion behavior (further outbound mail transmission etc.), participation promotion behavior to the event can be efficiently performed.

<Modification 2> Introduction of New Product The present invention can also be applied when a company or the like introduces a new product, that is, when the main purpose is to appeal a new product rather than sales.
For example, a plurality of Web pages such as a new product release announcement page, a new product detail page, and a Q & A page regarding the new product are prepared, and these Web pages are provided to the customers in the customer list obtained by some means. Send an outbound email containing the URI of the customer and the ID for each customer.
Then, following the URI described in the outbound mail, actions such as which page each customer has viewed are recorded as an action log.
Further, as in the above-described embodiment, predetermined points are assigned to each behavior of each customer recorded in the behavior log, and cumulative points are calculated for each customer. Then, if a customer having a prospective point equal to or greater than a predetermined value is extracted, the extracted customer is a customer who seems to have a strong interest in the new product. Product appeal (further outbound mail transmission, etc.) can be performed.

  DESCRIPTION OF SYMBOLS 100 ... Sales promotion system, 1 ... Terminal, 11 ... Display part, 12 ... Operation part, 13 ... Input part, 14 ... Output part, 15 ... Memory | storage part, 2 ... Server, 3 ... DB, 31 ... Web data DB, 32 ... Customer DB, 33 ... Action log DB, 4 ... Network, 200 ... Outbound mail creation screen, 201 ... Text editing field

Claims (6)

A first database for storing a plurality of Web page data constituting a predetermined Web site;
A second database for storing data relating to the customer including at least the email address of the customer accessing the website;
A third database for storing an action log for recording customer actions created based on an access log for each customer in the website;
A server for transmitting web page data stored in the first database in response to a request from a computer used by a customer via a network;
Have
The server
Sending an email containing a link to a web page corresponding to a unique customer ID for each customer to the email address of the customer stored in the second database;
When a link to the Web page included in the email is traced by the customer, the Web page data corresponding to the customer ID is transmitted to the customer, and the customer's Web site Are collected and stored in the third database as action logs for each customer,
Based on the behavior log for each customer stored in the third database, a customer whose prospective point is greater than or equal to a predetermined value, which is calculated by assigning a predetermined point for each customer's behavior and totaling it, is extracted. Prospect customer extraction system. The predetermined website is a website related to at least one of predetermined products, services, and events,
Based on the behavior log for each customer, the prospective point is assigned a predetermined point for each behavior of the customer so as to indicate at least one of a purchase probability for the product, a prospective application for the service, and a prospective participation in the event. The prospective customer extraction system according to claim 1, wherein the prospective customer extraction system is calculated by tabulating. The prospective customer extraction system according to claim 1, further comprising a terminal that receives an operation of a provider who provides the product, service, and event. The prospective customer extraction system according to claim 3, wherein the server edits the content of the e-mail for each customer in accordance with the operation of the provider via the terminal. The prospective customer extraction system according to claim 4, wherein the server updates the second database according to the extracted customer. A first database that stores a plurality of Web page data constituting a predetermined Web site, a second database that stores data relating to a customer including at least a mail address of a customer accessing the Web site, and the Web site A third database for storing an action log for recording the customer's action, which is created based on the access log for each customer, and the first database in response to a request from the computer used by the customer via the network. A prospective customer extraction method of a prospective customer extraction system having a server for transmitting web page data stored in a database,
The server sends an email containing a link to a web page corresponding to a unique customer ID for each customer to the email address of the customer stored in the second database;
When the server traces the link to the Web page included in the email, the server transmits Web page data corresponding to the customer ID to the customer, and the customer's Collecting an access log in the website and storing it in the third database as an action log for each customer;
Based on the behavior log for each customer stored in the third database, the server assigns a predetermined point for each customer behavior and totals the prospective point is a predetermined value or more. Extracting customers,
A prospective customer extraction method.

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