JP2013235572A - Segment analysis device, recommendation device, segment analysis method, recommendation method, segment analysis program, and recommendation program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To allow a manager of a Web site to easily understand and set analysis conditions while preventing an analysis process from applying large load to a system, and to execute an effective recommendation process for a visitor.SOLUTION: A log information storage unit 120 stores log information including visitor identification information for identifying a visitor visiting a Web site. A segment information generation unit 101 generates segment information consisting of a piece or a plurality of pieces of information representing behavior of the visitor on the Web site, which can be extracted from the log information, for every visitor. A segment information analysis unit 102 acquires segment information matching the received analysis conditions from a segment information storage unit 130, performs an analysis using the acquired segment information, and displays an analysis result on a display unit. A recommendation information generation unit 106 generates recommendation information corresponding to the segment information associated with a visitor ID.

Description

  The present invention relates to a segment analysis device, a recommendation device, a segment analysis method, a recommendation method, a segment analysis program, and a recommendation program.

  In recent years, many EC (Electronic Commerce) sites, corporate homepages, and the like have been released in the Internet environment, and the number of websites that can be browsed by general users is increasing year by year. Under these circumstances, website operators want to attract visitors to their websites from many websites and purchase products and services, and want to accurately convey their business. ing. Therefore, the number of visitors to the website, the pages viewed by the visitor, the visitor's staying time, and the like are important concerns for the website operator. In response to such needs, companies that provide services for analyzing visitor behavior using access logs and the like are gradually increasing.

  In the access analysis service, the route the visitor visited the company's website, the page where the visitor left the company's website, and the content / product / service the visitor is viewing A report is created by analyzing the access log. By examining the contents of this report, it becomes possible to know how to increase the inflow to the company's website and how to effectively appeal the web page to visitors.

  However, since such a report is created in a predetermined format and content from access logs collected during a predetermined period, analysis conditions cannot be freely set when a website operator wants to analyze. There was a problem.

  In order to solve such a problem, a technique for filtering an access log in accordance with a user's selection and displaying a report is disclosed (see Patent Document 1). In such a technique, a report filtered by a plurality of filters can be displayed when the user clicks a filter displayed on the screen. Thereby, the user can freely set analysis conditions, and can obtain a report according to the setting.

Special table 2008-546093 gazette

  However, in the technique described in Patent Document 1, since the user sets a filter for the access log and displays data according to the set filter, the user has a high degree of freedom in selecting analysis conditions. In order to obtain an intended analysis result, there is a problem that the user himself / herself needs knowledge for analysis and filter that can set the filter accurately. In addition, since access analysis requires filtering a large number of access logs, each time the basic conditions are changed and filtered, a filtering process for the entire access log is required, which increases the processing load. There was a problem of becoming.

  Moreover, although the technique described in the said patent document 1 can confirm the visitor's action and tendency filtered from the analysis result of the access log, for example, with respect to the visitor filtered by a certain analysis condition There was a problem that it did not have a mechanism that could reflect the analysis results, such as displaying recommendation information.

  The present invention has been made in view of the above, and a website operator who is not an access analysis expert can easily understand and set analysis conditions, and the analysis processing is significant in the system. To provide a segment analysis device, a segment analysis method, and a segment analysis program that do not impose a load, and to provide a recommendation device, a recommendation method, and a recommendation program that can execute an effective recommendation process for a visitor. Objective.

  In order to solve the above-described problems and achieve the object, the present invention provides log information storage means for storing log information including visitor identification information for identifying a visitor who visits a website, and each of the visitor. Segment information generating means for generating segment information consisting of one or more information indicating the visitor's behavior on the website that can be extracted from the log information, the visitor identification information, and the segment information generating means Segment information storage means for storing the segment information generated in association with each other, analysis condition reception means for receiving an input of analysis conditions using the segment information, and the analysis conditions received by the analysis condition reception means Segment information analysis means for analyzing using the segment information that matches, and the segment analysis means Accordingly, characterized in that it comprises a display control means for displaying on the display unit an analysis result of the analysis.

  The present invention also provides log information storage means for storing log information including visitor identification information for identifying a visitor who visits a website; and for each visitor, the visitor's extractable from the log information. Segment information generating means for generating segment information consisting of one or a plurality of information indicating an action on the website, the visitor identification information, and the segment information generated by the segment information generating means in association with each other Segment information storage means for storing, receiving means for receiving a recommendation request including the visitor identification information transmitted from the information terminal device operated by the visitor, and the visitor identification information received by the receiving means The segment information associated with the segment information is acquired from the segment information storage means, and the acquired segment And recommendation information generating means for generating a recommendation information according to cement information, characterized in that a transmission unit that transmits the recommendation information generated by the recommendation information generating unit to the information terminal device.

  Further, the present invention is a segment analysis method executed by a segment analysis device, comprising log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website, and a segment A segment information generating step for generating, for each visitor, segment information comprising one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information; An analysis in which an accepting unit accepts an input of an analysis condition using segment information stored in a segment information storage unit that stores the visitor identification information and the segment information generated in the segment information generation step in association with each other. The condition receiving step and the segment information analyzing means perform the analysis condition receiving step. The segment information analysis step for acquiring the segment information that matches the received analysis condition from the segment information storage means and analyzing it using the acquired segment information, and the display control means are analyzed by the segment analysis step. And a display control step for displaying the analysis result on the display unit.

  The present invention is also a recommendation method executed by a recommendation device, comprising log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website, and generating segment information A segment information generating step for generating segment information consisting of one or a plurality of information indicating the visitor's behavior on the website that can be extracted from the log information for each visitor; and receiving means, A reception step of receiving a recommendation request including the visitor identification information transmitted from the information terminal device operated by the visitor, and a recommendation information generating means correspond to the visitor identification information received by the reception step. The attached segment information, the visitor identification information, and the segment information generating step Therefore, the recommended information generating step for acquiring the recommended information according to the acquired segment information, the recommended information generating step for acquiring from the segment information storage means for storing the segment information in association with the acquired segment information, and the recommended information generating step. And transmitting the recommendation information generated by the information terminal device.

  In addition, the present invention can be extracted from the log information for each visitor in a computer provided with log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website. A segment information generating step for generating segment information including one or a plurality of information indicating the visitor's behavior on the website, the visitor identification information, and the segment information generated by the segment information generating step. The analysis condition receiving step for receiving the input of the analysis condition using the segment information stored in the segment information storage means that stores the information in association with each other, and the segment that matches the analysis condition received by the analysis condition receiving step Information is obtained from the segment information storage means, and the obtained segment And segment information analyzing step of analyzing using cement information, characterized in that to execute a display control step of displaying a by analysis result analyzed by the segment analysis step.

  In addition, the present invention can be extracted from the log information for each visitor in a computer provided with log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website. A segment information generating step for generating segment information including one or a plurality of information indicating the visitor's behavior on the website; and the visitor identification information transmitted from the information terminal device operated by the visitor. Receiving a recommendation request including the segment information associated with the visitor identification information received by the reception step, the visitor identification information, and the segment information generation step generated by the segment information generation step. Acquired from the segment information storage means for storing the segment information in association with each other And recommendation information generation step of generating recommendation information corresponding to the segment information, characterized in that to execute a transmission step of transmitting the recommendation information generated by the recommendation information generation step to said information terminal device.

  According to the present invention, for each visitor, segment information composed of one or a plurality of information indicating the visitor's behavior on the website that can be extracted from the log information is generated, and the visitor identification information and the segment information are obtained. Since it is possible to analyze the segment information that aggregates the log information by analyzing the segment information that matches and stores the segment information that matches the analysis conditions received by the analysis condition receiving means, specialized in access analysis An operator of a website other than the home can easily understand and set the analysis conditions, and the analysis processing does not give a large load to the system.

  Further, for each visitor, segment information composed of one or a plurality of information indicating the visitor's behavior on the website that can be extracted from the log information is generated, and the visitor identification information and the segment information are stored in association with each other. Then, the segment information associated with the visitor identification information included in the recommendation request is acquired, and the recommendation information corresponding to the acquired segment information is generated to generate the recommendation information using the visitor segment information. Therefore, it is possible to execute an effective recommendation process for the visitor.

1 is a block diagram illustrating a configuration of an information analysis / presentation system 10 according to a first embodiment. It is explanatory drawing which shows an example of a data structure of the segment information storage part. It is explanatory drawing which shows an example of a segment definition screen. It is explanatory drawing which shows an example of an analysis result screen. 7 is a flowchart showing a segment information generation processing procedure executed by the information analysis / presentation server 100. 5 is a flowchart showing a segment analysis processing procedure executed by the information analysis / presentation server 100. 6 is a flowchart showing a recommendation processing procedure executed by the information analysis / presentation server 100, the PC 200, and the server 300. It is a block diagram which shows the structure of the information analysis / presentation system 80 concerning Example 2. FIG. 7 is an explanatory diagram illustrating an example of a data configuration of a segment information storage unit 830. FIG. 10 is a flowchart showing a segment information generation processing procedure executed by the information analysis / presentation server 800.

  Embodiments of a segment analysis device, a recommendation device, a segment analysis method, a recommendation method, a segment analysis program, and a recommendation program according to the present invention will be described below in detail with reference to the accompanying drawings. In addition, the Example shown below is an example of embodiment of this invention, and this invention is not limited to these Examples.

  FIG. 1 is a block diagram illustrating a configuration of an information analysis / presentation system 10 according to the first embodiment. In the information analysis / presentation system 10, an information analysis / presentation server 100, a personal computer (hereinafter referred to as a PC) 200, and a server 300 are connected via a network 1. The information analysis / presentation server 100, the PC 200, and the server 300 can communicate with each other. In FIG. 1, for simplicity of explanation, one information analysis / presentation server 100, one PC 200, and one server 300 are shown, but a plurality of devices may be connected to the network 1, and in that case, a plurality of devices are connected. Each device can communicate with each other.

  The information analysis / presentation server 100 generates segment information for each visitor who visits the website of the server 300 using log information and registration information, and analyzes the visitor's behavior and attribute characteristics using the segment information. It is. The information analysis / presentation server 100 is a server that generates recommendation information using segment information stored for each visitor when the visitor visits a website.

  The PC 200 is an information terminal device operated by a visitor who browses the website of the server 300, and is equipped with a web browser (hereinafter referred to as a browser). The server 300 is a web server that stores web pages browsed by the PC 200 or an EC server that provides an electronic commerce service to the PC 200.

  Next, the function and configuration of the information analysis / presentation server 100 will be described. The information analysis / presentation server 100 includes a segment information generation unit 101, a segment information analysis unit 102, an operation display unit 103, an operation display control unit 104, a transmission / reception unit 105, a recommendation information generation unit 106, and a registration information storage Unit 110, log information storage unit 120, and segment information storage unit 130.

  The registration information storage unit 110 stores information about a visitor as registration information for each visitor when the visitor performs membership registration of the website and inputs information about the visitor from the website. For example, input information such as gender, date of birth, address, name, occupation, interest / hobby, etc. is stored in association with a member number that uniquely identifies a visitor.

  The log information storage unit 120 stores log information indicating an operation history in the server 300 when a visitor browses a website. The log information includes, for example, a visitor ID, terminal identification information, a visit date and time, a URL (Uniform Resource Locator) of a browsing page, an inflow source host, a purchased product ID, a click content URL, a download file URL, a URL parameter, and a tab. The log information storage unit 120 stores some or all of the set variables and position information.

  Here, the visitor ID is information that uniquely identifies each visitor who visits the website of the server 300. The visitor ID is identification information given by the website for each PC operated by the visitor when the PC 200 accesses the website, and is normally stored in Cookie when the PC 200 accesses the website of the server 300 for the first time. Is done. When a visitor accesses a website with a mobile phone, the visitor ID is a mobile terminal identification number that uniquely identifies each mobile phone. In addition, when a visitor registers as a member and logs in to the website with a membership number, the membership number may be used as a visitor ID, or any other information that can uniquely identify a visitor. May be used.

  The log information stored in the log information storage unit 120 is acquired when a script program based on JavaScript (registered trademark) written in the page information operates. The acquired log information is transmitted to the transmission / reception unit 105 of the information analysis / presentation server 100 and stored in the log information storage unit 120. Further, instead of the JavaScript script, it may be realized by a PHP (PHP: Hypertext Preprocessor), JSP (Java Server Pages), Perl (CGI) script program, or another program language or method. Note that an access log stored in the server 300 each time a web page of the server 300 is accessed may be used as a part or all of the log information.

  FIG. 2 is an explanatory diagram illustrating an example of a data configuration of the segment information storage unit 130. The segment information storage unit 130 stores the segment information for each visitor generated from the registration information stored in the registration information storage unit 110 and the log information stored in the log information storage unit 120 in association with the visitor ID. Here, the segment information is one or more information indicating the visitor's behavior on the website, and one or more information indicating the visitor's attribute. The combination of a plurality of segment information makes it possible to classify actual visitors. The individual segment information can be any information that can be calculated from log information and / or registration information, and the new segment is determined by the website operator as information necessary for visitor analysis. It may be information, and segment information that already exists may be deleted. Further, new log information may be collected using tags and URL parameters embedded in the page information of the website, and segment information using the collected log information may be generated.

  The segment information storage unit 130 may be segment information that stores 1 bit, that is, a value of 1 or 0, instead of the segment information that stores various values as described above. For example, 1 (belongs) or 0 (does not belong) is stored in the segment information “new”. Further, instead of “visit date / time” shown in FIG. 2, segment information “elapsed days from last visit date is 30 days or more” is stored, and 1 (belonging) or 0 (not belonging) is stored. Instead of the “browsing page” shown in FIG. 2, segment information “/ cart / aa is viewed” is set to 1 (belongs) or 0 (does not belong). By using such segment information, the segment information storage unit 130 becomes a bitmap sequence for each visitor (for example, a 30-bit bitmap sequence when the number of segment information is 30. The number of segment information And arbitrary contents can be stored by setting in advance) and a bitmap table composed of rows (records) for the number of visitors. As a result, the storage area of the segment information storage unit 130 can be significantly reduced, and the segment information analysis process can be executed by a set operation (logical operation) on the bitmap table, so that the number of visitors becomes enormous. But it can be processed at high speed.

  The operation display unit 103 includes a display device such as a display for displaying an input screen and the like, a keyboard (including a touch panel) for performing various input operations, and an input device such as a mouse. The operation display control unit 104 controls the operation display unit 103 to display various screens such as a segment definition screen and an analysis result screen. In addition, the operation display control unit 104 accepts input of segment conditions and the like from the operation display unit 103.

  FIG. 3 is an explanatory diagram showing an example of the segment definition screen. The segment definition screen is a screen that accepts input of segment conditions for analyzing segment information. As shown in FIG. 3, the segment definition screen 32 displayed on the display screen 31 includes a segment definition input field 33 and a segment condition input field 34. The segment definition input field 33 includes an input field for segment names and category names, and the segment condition input field 34 includes one or more segment condition input fields. When a plurality of conditions are input in the segment condition input field for narrowing down the segment information, a logical operation (for example, (AND), (OR), NOT, etc.) can be input for each condition.

  FIG. 4 is an explanatory diagram illustrating an example of the analysis result screen. As shown in FIG. 4, an analysis result corresponding to each of a plurality of segment conditions is displayed on the analysis result screen 42 displayed on the display screen 41. In each of the analysis results 43, a bar graph 44 indicating the number of people may be displayed to help visually understand the number of people.

  The segment information generation unit 101 uses the registration information stored in the registration information storage unit 110 and the log information stored in the log information storage unit 120 to generate segment information for each visitor. The segment information generation unit 101 stores the generated segment information in the segment information storage unit 130 in association with the visitor ID.

  The segment information analysis unit 102 uses the segment information stored in the segment information storage unit 130 to analyze the attributes and behavior characteristics of visitors who visit the website. More specifically, the segment information analysis unit 102 acquires a visitor ID and segment information that match the segment condition received by the operation display control unit 104 from the segment information storage unit 130, and acquires the acquired visitor ID and segment. Generate analysis results from information.

  The transmission / reception unit 105 receives the log information of each visitor transmitted from the PC 200 and stores the received log information in the log information storage unit 120. Further, the transmission / reception unit 105 receives visitor registration information transmitted from the PC 200 and stores the received registration information in the registration information storage unit 110. The transmission / reception unit 105 receives the recommendation request transmitted from the server 300, and transmits the recommendation information corresponding to the received recommendation request to the PC 200.

  The recommendation information generation unit 106 generates recommendation information that matches the segment information associated with the visitor ID included in the recommendation request. More specifically, the recommendation information generation unit 106 acquires segment information associated with the visitor ID included in the recommendation request from the segment information storage unit 130. The recommendation information generation unit 106 acquires a visitor ID that matches a part or all of the acquired segment information from the segment information storage unit 130. The recommendation information generation unit 106 acquires log information including a visitor ID from the log information storage unit 120, and generates recommendation information from the acquired log information. Here, the recommended information is recommended information according to the attributes and behaviors of website visitors. For example, web pages visited by website visitors, downloaded files, purchased products, Services, reproduced videos, etc.

  The PC 200 acquires a web page stored in the server 300 by clicking a link to the website of the server 300 indicated in the search result by the search engine or by directly inputting the URL of the website of the server 300. The page request to be transmitted is transmitted to the server 300. The PC 200 transmits a recommendation request to the information analysis / presentation server 100. The PC 200 receives the page information transmitted from the server 300 or the recommendation information transmitted from the information analysis / presentation server 100 and displays it on the display unit with a browser.

  The server 300 stores various types of files such as page information (HTML (HyperText Markup Language) file as an example) and a moving image file, an audio file, a document file, and a program file indicated by a URL. A server that provides information and services. The server 300 executes processing in response to a request transmitted from the PC 200 using a communication protocol such as HTTP (HyperText Transfer Protocol), and transmits the processing result to the PC 200.

  Next, segment information generation processing in the information analysis / presentation server 100 configured as described above will be described. FIG. 5 is a flowchart showing a segment information generation processing procedure executed by the information analysis / presentation server 100.

  The segment information generation unit 101 acquires the log information stored in the log information storage unit 120 for each visitor ID (step S501). The segment information generation unit 101 generates segment information for each visitor from the log information for each visitor ID (step S502). More specifically, segment information that can be generated from log information of segment information is generated. For example, in the segment information shown in FIG. 2, “new” which is information indicating whether or not a visitor has newly visited a website, and “replay” which is information which indicates whether or not a visitor has revisited a website. “Visit”, “Browsing page” which is information indicating a page viewed by the visitor on the website, “Purchase history” which is information indicating whether or not the visitor has purchased a product or service on the website, For each visitor, the value stored in “video playback”, which is information indicating whether or not the video on the website has been played, and “visit date”, which is information indicating the date and time when the visitor visited the website, is shown for each visitor. Generate. In addition, “Download” which is information indicating whether or not a file has been downloaded on the website, “Button click” which is information indicating whether or not a predetermined button has been clicked on the website, and whether or not a search has been made on the website For each visitor, a value stored in “search” or the like, which is information indicating the above, is generated.

  In addition, if the segment information for each visitor can determine from the log information that the visitor has visited the website multiple times, even if one segment information is generated from all the log information, each visit is made multiple times. The segment information for a specific visit such as the first and latest segment information may be generated.

  The segment information generation unit 101 acquires registration information stored in association with the visitor ID from the registration information storage unit 110 (step S503), and generates segment information from the acquired registration information (step S504). More specifically, segment information that can be generated from registration information of segment information is generated. For example, in the segment information shown in FIG. 2, “member” which is information indicating whether or not the user is a website member, “age” which is information indicating a visitor's age, and information indicating a visitor's gender. A value stored in “gender” or the like is generated. The segment information generating unit 101 not only stores the registration information as it is in the segment information, such as the registration information “gender”, but also processes the registration information from the date of birth to the segment information used in the analysis such as “age”. To do. Note that segment information may be generated from the purchase amount calculated from the registration information “member” and log information, such as “member rank” which is information indicating the rank of a visitor member.

  The segment information generation unit 101 stores the segment information generated from the log information and the segment information generated from the registration information in the segment information storage unit 130 in association with the visitor ID (step S505).

  In this way, by generating segment information from log information, log information that is not easy to handle for those who lack knowledge about analysis by filters is once aggregated into segment information for each visitor, and then the segment described later Since analysis can be performed using segment information in the analysis processing, the intended analysis can be easily executed even if the user is not an access analysis expert. In addition, since a large amount of log information can be analyzed with respect to segment information, the load of analysis processing can be greatly reduced.

  In addition, by generating segment information from log information for each visit (for example, a series of behavior history from when a visitor starts browsing the website until the visitor leaves the website) It is possible to hold segment information for each visit of a visitor. This makes it possible to analyze segment information for each number of visits and generate recommendation information according to the segment information for each number of visits in the recommendation process.

  Next, segment analysis processing in the information analysis / presentation server 100 will be described. FIG. 6 is a flowchart showing a segment analysis processing procedure executed by the information analysis / presentation server 100.

  The operation display control unit 104 receives an input of segment conditions from the segment definition screen displayed on the operation display unit 103 (step S601). From the segment definition screen as shown in FIG. 3, the input of the segment name for identifying the segment condition, the category name as information for classifying the segment condition, and the segment condition for analyzing the segment information is accepted. The category name does not necessarily have to be input. As the segment condition, a value that can be taken by the segment information generated for each visitor in the segment information generation process described above is input as a condition. A plurality of conditions can be input, and (AND) or (OR) logical operations can be applied to each condition. For example, as shown in FIG. 3, in the condition (1), the segment information “purchase history” has a condition “present”, and in the condition (2) the segment information “age” has a condition “30s”, “above”, The input “AND” of (1) and condition (2) is accepted as a segment condition.

  The segment information analysis unit 102 includes segment information corresponding to the segment condition, for example, segment information “purchase history” with the condition “present” and the segment information “age” with the condition “30s” and “above”. The visitor ID and the segment information associated with are acquired from the segment information storage unit 130 (step S602).

  The segment information analysis unit 102 generates analysis information corresponding to the segment condition (step S603). More specifically, the segment information analysis unit 102 calculates the number of visitor IDs that match the segment condition. In addition, the segment information analysis unit 102 stores the average number of visits, the average number of PVs, the average stay time, bounce from the number of visits, the number of PVs, the stay time, the browse page, and the like stored for each visitor ID as segment information. Calculate the rate, etc. Further, as more detailed analysis information, from the visitor's segment information that matches the segment condition, other attributes and behavioral characteristics of the visitor that meets the segment condition (for example, gender, campaign B view, member / nonmember) The ratio may be calculated.

  The operation display control unit 104 generates an analysis result screen from the generated analysis information, and displays the generated analysis result screen on the operation display unit 103 (step S604). As in the analysis result screen shown in FIG. 4, analysis results corresponding to a plurality of segment conditions may be displayed on one screen. The above-described segment analysis processes are all described as processes in the information analysis / presentation server 100, but may be processed in the PC 200 and the information analysis / presentation server 100. More specifically, the PC 200 receives an input of segment conditions and transmits the received segment conditions to the information analysis / presentation server 100. The information analysis / presentation server 100 transmits the analysis information to the PC 200 after generating the analysis information based on the segment condition. The PC 200 receives the analysis information and displays it.

  In this way, visitors can be analyzed with the segment conditions for the segment information for each visitor, so even those who do not have sufficient knowledge about analysis can easily understand the basis and intention of the analysis results. It can be executed without increasing the processing load on the system.

  In addition, since segment analysis can be performed on segment information generated from log information for each visit of each visitor, the number of visits for the same visitor and changes in segment information over time It is possible to capture and perform analysis in terms of the number of visits or the relationship between multiple visits (eg, the elapsed time from the first visit to the next visit, etc.).

  Next, the recommendation process in the information analysis / presentation system 10 will be described. FIG. 7 is a flowchart showing a recommendation information generation processing procedure executed by the information analysis / presentation server 100, the PC 200, and the server 300. When the PC 200 has already accessed the website of the server 300, the visitor ID, which is information for uniquely identifying the visitor operating the PC 200 in the server 300, is stored in the cookie of the PC 200. When the PC 200 has not accessed the website of the server 300 in the past, the visitor ID is stored in the cookie when first accessed.

  The PC 200 transmits a page request to the server 300 by clicking the link of the web page of the server 300 searched by the search engine or inputting the URL with the keyboard (step S701). The server 300 receives the page request from the PC 200, and transmits page information corresponding to the page request to the PC 200 (step S702).

  The PC 200 receives the page information and displays the web page with a browser (step S703). More specifically, the PC 200 receives an HTML file, which is page information of a website transmitted from the server 300, and image data, video data, audio data, and the like included in the page. The browser of the PC 200 displays the web page on the display screen by reading the HTML file.

  Next, the PC 200 acquires a visitor ID from the cookie (step S704). The PC 200 transmits a recommendation request including the visitor ID to the information analysis / presentation server 100 (step S705). These processes are executed by a JavaScript script program written in the page information.

  The transmission / reception unit 105 of the information analysis / presentation server 100 receives a recommendation request including the visitor ID from the PC 200 (step S706). The recommendation information generating unit 106 acquires the segment information associated with the visitor ID from the segment information storage unit 130 (step S707).

  The recommendation information generation unit 106 generates recommendation information corresponding to the visitor's segment information (step S708). More specifically, the recommendation information generating unit 106 acquires a visitor ID associated with segment information that matches part or all of the visitor's segment information from the segment information storage unit 130. Note that when searching for a visitor ID that matches some of the segment information, the operation display control unit 104 accepts the target segment information in advance. Further, when a recommendation request is transmitted, it may be controlled by a script program using JavaScript described in page information.

  The recommendation information generation unit 106 acquires log information associated with a visitor ID that matches part or all of the segment information from the log information storage unit. The recommendation information generation unit 106 acquires a product or service purchased (or viewed) from the acquired log information, and generates recommendation information. Also, instead of (or in addition to) purchased (or browsed) products and services, browsed web pages, reproduced videos, downloaded contents, and the like may be used as recommendation information. The transmission / reception unit 105 transmits the generated recommendation information to the PC 200 (step S709).

  The PC 200 receives the recommendation information from the information analysis / presentation server 100 (step S710). The PC 200 displays the recommendation information as a part of the web page (step S711). More specifically, the PC 200 processes the received recommendation information in accordance with a JavaScript script program written in the page information, and displays the result on a display screen or a pop-up screen with a browser.

  Further, a specific example shows that in the segment analysis process described above, for example, the values of the segment information “gender” are “male” and “female”, and the value of “revisit” is “none” and “present” If the analysis results show that the web pages to be browsed are different in each of the cases, the segment information that determines the match among the visitor's segment information is designated as “gender” and “re-visit”. Recommendation information can be generated from the log information of visitors that match the segment information.

  Furthermore, when the segment information “gender” is “female”, the “revisit” value is not “none” or “yes”, but the web pages viewed by “age” differ. In this case, the analysis results are reflected more by specifying “gender” and “age” as the segment information for judging the match among the segment information of the visitors, and further limiting the value of “sex” to “female”. Recommendation information can be generated.

  In the prior art, the access analysis process and the recommendation process cannot be associated with each other, and there is no means for directly reflecting the result derived from the access analysis process in the recommendation process. However, in the first embodiment, as described above, the analysis by segment analysis is performed by using the segment information for the information to be analyzed in the segment analysis and the information for narrowing down when the recommendation information is generated by the recommendation processing. The result can be directly reflected in the recommendation process, and the analysis process and the recommendation process, which could not be realized so far, can be closely related. Furthermore, feedback between the access analysis process and the recommendation process can be easily performed.

  Another specific example will be described. Depending on the type of segment information, when presenting recommendation information, it may generate recommendation information according to the current situation of the visitor instead of the information described in the segment information of the visitor browsing the web page. Also good. For example, a case will be described in which segment information related to the number of visits is set as segment information for generating recommendation information. For the first visit, that is, a visitor whose visitor ID is not registered, recommendation information is generated from the log information of the visitor whose segment information “new” is “new”. Also, if the visitor's segment information “new” value is “new” and the segment information “revisit” value is “none”, the segment information “revisit” is considered to be a revisit. The recommendation information is generated from the log information of the visitor whose value is “Yes”. As described above, by appropriately using the segment information when presenting the recommendation information to the visitors, it is possible to present the optimum recommendation information when each visitor visits.

  In the recommendation process described above, the information analysis / presentation server 100 generates recommendation information in response to the recommendation request from the PC 200, but the information analysis / presentation server 100 receives a page request including the visitor ID from the PC 200. In this case, the information analysis / presentation server 100 may generate new page information added to the recommendation information in the page information and transmit it to the PC 200.

  The PC 200 used by the visitor is not limited to the PC, and includes a mobile phone, a PDA (Personal Digital Assistant), a smartphone, a game machine, and other browsers, and accesses the website of the server 300 via the network 1. Any electronic device can be used.

  Note that the present invention is not limited to the above-described embodiments as they are, and can be embodied by modifying the components without departing from the scope of the invention in the implementation stage. In addition, a plurality of constituent elements disclosed in the above-described embodiments may be appropriately combined, and some constituent elements may be deleted from the constituent elements shown in the above-described embodiments.

  Next, the hardware configuration of the information analysis / presentation server 100 of this embodiment will be described. The information analysis / presentation server 100 includes a control device such as a CPU (Central Processing Unit), a storage device such as a ROM (Read Only Memory) and a RAM (Random Access Memory), an HDD (Hard Disk Drive), and a CD (Compact Disk). ) Equipped with an external storage device such as a drive device, a display device such as a display, an input device such as a keyboard and a mouse, a communication interface for communicating with other devices, and a bus connecting them, This is the hardware configuration used.

  In the present embodiment, the information analysis / presentation server 100 including the above-described units operates as a segment analysis device and a recommendation device. Further, the information analysis / presentation server 100 described above executes a segment analysis method and a recommendation method. The information analysis / presentation server 100 may be configured by a plurality of servers, and the information analysis / presentation server 100 and the server 300 may be configured as one server.

  Further, the CPU in the information analysis / presentation server 100 reads the segment analysis program and the recommendation program from the ROM and executes them, thereby realizing the above-described embodiments by operating various devices. The segment analysis program and the recommendation program executed by the information analysis / presentation server 100 include a module configuration including the above-described units (segment information generation unit, segment information analysis unit, operation display control unit, transmission / reception unit, recommendation information generation unit). As the actual hardware, the CPU reads the segment analysis program and the recommendation program from the ROM and executes them, whereby the above-described units are loaded onto the main storage device, and the segment information generation unit 101 and the segment information analysis unit 102, an operation display control unit 104, a transmission / reception unit 105, and a recommendation information generation unit 106 are generated on the main storage device.

  The registration information storage unit 110, the log information storage unit 120, and the segment information storage unit 130 are configured on the main storage device, as well as any commonly used storage medium such as an HDD, an optical disk, or a memory card. Can also be configured.

  The segment analysis program and the recommendation program are files in an installable format or an executable format and can be read by a computer such as a CD-ROM, a flexible disk (FD), a CD-R, a DVD (Digital Versatile Disk). You may record and provide on a medium.

  Further, the segment analysis program and the recommendation program may be stored on a computer connected to a network such as the Internet and provided by being downloaded via the network. Further, the segment analysis program and the recommendation program may be provided or distributed via a network such as the Internet.

  Example 2 will be described with reference to the accompanying drawings. The information analysis / presentation system 80 to which the second embodiment is applied will be described with a focus on differences from the first embodiment. For the same parts as in the first embodiment, refer to the description of the first embodiment.

  FIG. 8 is a block diagram of the configuration of the information analysis / presentation system 80 according to the second embodiment. An information analysis / presentation system 80 connects an information analysis / presentation server 800, a PC 200, a server 300, and a server 400 via a network 1.

  In addition to the functions of the information analysis / presentation server 100 of the first embodiment, the information analysis / presentation server 800 generates segment information from offline information, log information that is action history on the website, and visitor registration information. The information analysis / presentation server 800 analyzes visitor behavior based on segment information generated from offline information, log information, and registration information, and generates recommendation information. Here, the offline information refers to information acquired from a website or a computer system (hereinafter referred to as a system) different from the website described in the first embodiment. For example, information (such as visitor behavior and pre-registered information) acquired from a system that operates in an actual store (hereinafter referred to as an actual store), websites and systems used at branch offices / branches, Integrations described later, such as websites and systems operating in factories, information obtained from websites and systems that are not directly linked to websites that obtain log information, etc., information obtained and disclosed by suppliers Any information may be used as long as the information is integrated by the information generation unit 807 and can be stored in the integrated information storage unit 850. In addition, the visitor said in Example 2 is the case where both the visitor of the website which acquires log information etc. and the visitor and user of the website and system which acquire offline information, log information etc. It includes both cases where a website visitor is acquired and one of a website / system visitor / user who acquires offline information.

  The server 400 collects offline information acquired from a system or website operating in an actual store or the like, and transmits or uploads the collected offline information to the information analysis / presentation server 800. The offline information includes information for identifying the visitor, for example, a member number assigned to identify the visitor when the visitor registers as a member.

  Next, the function and configuration of the information analysis / presentation server 800 will be described. The information analysis / presentation server 800 according to the second embodiment includes a segment information generation unit 101, a segment information analysis unit 102, an operation display unit 103, an operation display control unit 104, a transmission / reception unit 105, and a recommendation information generation unit 106. An integrated information generation unit 807, a registration information storage unit 110, a log information storage unit 120, a segment information storage unit 830, an offline information storage unit 840, and an integrated information storage unit 850. In addition, the same number is attached | subjected about the part which has the function and structure similar to Example 1, and description here is abbreviate | omitted.

  The offline information storage unit 840 stores offline information acquired from a website or system. For example, in the case of an actual store system, a visitor came to the actual store, such as member master data including the member number, order history data including the member number, purchased product, purchase date, purchased store, sales amount, etc. Information that can be acquired at the time is stored.

  The integrated information storage unit 850 stores offline integrated information for each member number generated from the offline information and log information for each member number. Here, the offline integrated information is information obtained by associating a member number of offline information and a member number of log information using a member number correspondence file (not shown) and integrating the member number of offline information with the member number of log information. It is.

  FIG. 9 is an explanatory diagram illustrating an example of a data configuration of the segment information storage unit 830. The segment information storage unit 830 has a data configuration that includes segment information generated from offline information (that is, offline integrated information) in addition to the segment information generated in the first embodiment in association with the member number. The new segment information shown in FIG. 9 is, for example, a store visit, a store visit date, and the like.

  Next, segment information generation processing executed by the information analysis / presentation server 800 configured as described above will be described. FIG. 10 is a flowchart showing a segment information generation processing procedure executed by the information analysis / presentation server 800.

  The integrated information generation unit 807 acquires offline information stored in the offline information storage unit 840 (step S1001). The integrated information generation unit 807 generates offline integrated information for each member number from the acquired offline information, and stores it in the integrated information storage unit 850 (step S1002). The integrated information generation unit 807 acquires the log information stored in the log information storage unit 120 and stores it in the integrated information storage unit 850 (step S1003). In the first embodiment, the visitor ID is used as information for identifying the visitor of the website. However, in order to associate the log information and the registration information with the offline information, in the second embodiment, the visitor is displayed on the website. By registering as a member, the member number is given, and by accepting the input of the member number at the time of login, the member number is used as information for identifying the visitor of the website.

  The segment information generation unit 101 acquires registration information stored in association with the member number from the registration information storage unit 110 (step S1004). The segment information generating unit 101 generates segment information for each member number from the offline integrated information and log information stored in the integrated information storage unit 850 and the registration information, and stores the segment information in the segment information storage unit 830 (step S1005).

  In this way, by generating segment information using offline information, information acquired from websites and systems that differ from the website from which log information is acquired is also subject to segment analysis. Analyzes that relate visitor behavior to visitor behavior on the website can be performed. Also, regarding recommendation processing, recommendation information reflecting visitor behavior on other websites and systems can be displayed.

  The offline information storage unit 840 is not limited to offline information from one website or system, and may store a plurality of offline information acquired from a plurality of websites and systems. By using offline information collected by multiple websites and systems, it is possible to generate segment information based on offline information of multiple websites and systems, and to respond to visitor behavior on multiple websites and systems. Segment analysis can be performed.

  In another embodiment, the member number that matches the analysis condition specified by the analyst can be specified by searching the segment information storage units 130 and 830, and therefore the mail address associated with the member number is used. Thus, a mail corresponding to the segment analysis may be transmitted to a visitor that matches the segment information analyzed from a mail server (not shown).

DESCRIPTION OF SYMBOLS 1 Network 10 80 Information analysis / presentation system 100 800 Information analysis / presentation server 101 Segment information generation part 102 Segment information analysis part 103 Operation display part 104 Operation display control part 105 Transmission / reception part 106 Recommendation information generation part 110 Registration information storage part 120 Log Information storage unit 130 830 Segment information storage unit 200 Personal computer (PC)
300 400 Server 807 Integrated information generation unit 840 Offline information storage unit 850 Integrated information storage unit

Claims (16)

Log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website;
Segment information generating means for generating, for each visitor, segment information composed of one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information;
Segment information storage means for storing the visitor identification information in association with the segment information generated by the segment information generation means;
Analysis condition receiving means for receiving input of analysis conditions using the segment information;
Segment information analysis means for analyzing using the segment information that matches the analysis conditions received by the analysis condition reception means;
Display control means for displaying the analysis result analyzed by the segment analysis means on a display unit;
A segment analysis apparatus comprising:   The segment analysis apparatus according to claim 1, wherein the segment information generation unit further generates the segment information for each visit to the website for each visitor. Registration information storage means for storing the visitor identification information and the registration information registered by the visitor in association with each other;
The segment information generating means generates, as the segment information, one or a plurality of information indicating attributes of the visitor that can be extracted from the registration information, and associates the generated segment information with the visitor identification information. The segment analysis apparatus according to claim 1, wherein the segment information storage unit stores the segment information in the segment information storage unit. The segment information generation means includes the segment information as
Information indicating whether the visitor made a new visit to the website;
Information indicating whether the visitor has revisited the website;
Information indicating whether the visitor is a member of the website;
Information indicating the gender of the visitor;
Information indicating the visitor's age;
Information indicating the rank of the visitor's members;
Information indicating whether the visitor has purchased goods or services on the website;
Information indicating a page viewed by the visitor on the website;
Information indicating whether the visitor has downloaded a file on the website;
Information indicating whether the visitor has played a video on the website;
Information indicating whether the visitor clicked a predetermined button on the website;
Information indicating whether the visitor has searched on the website;
Information indicating the date and time when the visitor visited the website;
4. The segment analysis apparatus according to claim 3, wherein at least one of the information is generated, and the generated segment information is stored in the segment information storage unit in association with the visitor identification information. Offline information storage means for storing offline information obtained from a website or computer system different from the website;
The segment analysis apparatus according to any one of claims 1 to 4, wherein the segment information generation unit further generates the segment information that can be extracted from the offline information. Log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website;
Segment information generating means for generating, for each visitor, segment information composed of one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information;
Segment information storage means for storing the visitor identification information in association with the segment information generated by the segment information generation means;
Receiving means for receiving a recommendation request including the visitor identification information transmitted from the information terminal device operated by the visitor;
Recommendation information generating means for acquiring the segment information associated with the visitor identification information received by the receiving means from the segment information storage means, and generating recommendation information according to the acquired segment information;
Transmitting means for transmitting the recommendation information generated by the recommendation information generating means to the information terminal device;
A recommendation device comprising: Offline information storage means for storing offline information obtained from a website or computer system different from the website;
The recommendation device according to claim 6, wherein the segment information generation unit further generates the segment information that can be extracted from the offline information.   The recommendation information generating unit further acquires the visitor identification information associated with the segment information that matches all or part of the segment information from the segment information storage unit, and includes the acquired visitor identification information in the acquired visitor identification information. The recommendation apparatus according to claim 6, wherein recommendation information is generated from the associated log information. A segment analysis method executed by a segment analyzer,
Log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website;
Segment information generating means for generating, for each visitor, segment information comprising one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information;
The analysis condition receiving means inputs the analysis conditions using the segment information stored in the segment information storage means for storing the visitor identification information and the segment information generated by the segment information generation step in association with each other. An analysis condition reception step for receiving
A segment information analysis unit acquires the segment information that matches the analysis condition received by the analysis condition reception step from the segment information storage unit, and analyzes the segment information using the acquired segment information;
A display control means for displaying the analysis result analyzed in the segment analysis step on a display unit;
The segment analysis method characterized by including. Offline information storage means for storing offline information obtained from a website or computer system different from the website;
The segment analysis method according to claim 9, wherein the segment information generation step further generates the segment information that can be extracted from the offline information. A recommendation method executed by a recommendation device,
Log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website;
Segment information generating means for generating, for each visitor, segment information comprising one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information;
A receiving step for receiving a recommendation request including the visitor identification information transmitted from an information terminal device operated by the visitor;
The recommendation information generating means associates the segment information associated with the visitor identification information received by the reception step with the visitor identification information and the segment information generated by the segment information generation step. A recommendation information generation step for generating recommendation information according to the acquired segment information, acquired from the segment information storage means to be attached and stored,
A transmitting step for transmitting the recommended information generated by the recommended information generating step to the information terminal device; and
The recommendation method characterized by including. Offline information storage means for storing offline information obtained from a website or computer system different from the website;
The recommendation method according to claim 11, wherein the segment information generation step further generates the segment information that can be extracted from the offline information. In a computer comprising log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website,
A segment information generating step for generating segment information consisting of one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information for each visitor;
An analysis condition receiving step for receiving an input of analysis conditions using the segment information stored in the segment information storage means for storing the visitor identification information and the segment information generated in the segment information generating step in association with each other When,
A segment information analysis step of acquiring the segment information that matches the analysis condition received by the analysis condition reception step from the segment information storage means, and analyzing using the acquired segment information;
A display control step for displaying the analysis result analyzed in the segment analysis step on a display unit;
A segment analysis program characterized in that is executed. Offline information storage means for storing offline information obtained from a website or computer system different from the website;
The segment analysis program according to claim 13, wherein the segment information generation step further generates the segment information that can be extracted from the offline information. In a computer comprising log information storage means for storing log information including visitor identification information for identifying a visitor visiting a website,
A segment information generating step for generating segment information consisting of one or more pieces of information indicating the visitor's behavior on the website that can be extracted from the log information for each visitor;
A receiving step of receiving a recommendation request including the visitor identification information transmitted from an information terminal device operated by the visitor;
Segment information for storing the segment information associated with the visitor identification information received by the reception step in association with the visitor identification information and the segment information generated by the segment information generation step A recommendation information generation step for generating recommendation information according to the acquired segment information acquired from the storage means;
A transmission step of transmitting the recommendation information generated by the recommendation information generation step to the information terminal device;
A recommendation program characterized by running Offline information storage means for storing offline information obtained from a website or computer system different from the website;
16. The recommendation program according to claim 15, wherein the segment information generation step further generates the segment information that can be extracted from the offline information.

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