JP2018206099A - Information collection processing system and advertisement distribution system - Google Patents

Abstract

To generate a customer list by narrowing customers from which high advertisement effects can be expected in distribution of online advertisement.SOLUTION: A system 10 comprises first and second provider systems 1 and 2, and an advertisement distribution system 3. The first provider system includes a first provider database 12, and a fusion database 13, while the second provider system includes a second provider database 22. A customer accesses to a dedicated website through a coupon distributed by the first provider and registers a use of the coupon. Purchase behavior information of the customer, and membership behavior data are extracted respectively from the first provider database and the second provider database using cookie data of the customer acquired in the use registration and PIN code input by the customer, both information and data are integrated together to generate insights and to be segmented, and thereby generating a customer list of segmented advertisement distribution objects.SELECTED DRAWING: Figure 1

Description

  The present invention relates to a system for collecting and processing customer purchase behavior information, a system for distributing advertisements to customers based on the system, and a system capable of evaluating the effect of the distributed advertisements.

  2. Description of the Related Art Conventionally, advertisement distribution systems that distribute online advertisements to customers through websites have been widely performed. In order to obtain a high advertising effect in online advertisement distribution, it is important to set distribution conditions appropriately. Therefore, an information processing system has been proposed that analyzes a plurality of purchase data related to consumers in combination and provides information useful for specifying distribution conditions.

  As such an information processing system, a technology capable of providing a consumer list for advertisement distribution based on a database relating to consumption behavior of a first consumer group and a database relating to consumption behavior of a second consumer group is known. (For example, refer to Patent Document 1). Furthermore, in order to enable customer data to be used effectively while realizing customer privacy protection, statistical processing is performed on a customer-related database having customer feature data for each virtual customer corresponding to multiple customers with similar features. An information processing system that generates a plurality of post-processing databases including feature data and combines them is known (see, for example, Patent Document 2).

Japanese Patent No. 5913722 Japanese Patent No. 5649756

  However, the above-described conventional information processing system requires complicated and troublesome processing in order to integrate or combine a plurality of databases. Therefore, it takes a lot of labor and time to generate a consumer list that can be expected to have a high advertising effect according to the purpose of the advertisement, which may increase the cost.

  On the other hand, branding advertisements are widely adopted for the purpose of conveying information about a company, its products, and service brands to consumers and acquiring brand recognition and favorable images. For branded ads, in many cases, the inventory is charged in real time bidding (RTB), the number of impressions (the ad is displayed once by a website visitor), usually in units of 1000 impressions. It is traded by CPM (cost per mill).

  However, in the case of CPM, there is a problem that a web user does not always view an impression. As a result, advertisers do not always get the same ROI from all impressions. For example, it is impossible to know how long a web user is actually watching an impression. As a result, even if KPI (Important Performance Evaluation Index) is set in branding using online advertising, it is difficult to evaluate the achievement level.

  Accordingly, the present invention has been made in view of the above-described conventional problems, and an object of the present invention is to collect information that can narrow down customers and / or generate a customer list that is particularly suitable for online advertisement distribution. To provide a system.

  Another object of the present invention is to provide an advertisement distribution system that can expect a high advertising effect on a customer based on the customer data generated by the information collection processing system. A further object of the advertisement distribution system of the present invention is to evaluate the effect of the distributed online advertisement with high accuracy.

The information collection processing system of the present invention includes a first provider database that stores and stores the first purchase and / or behavior information by attaching a first customer ID to each customer of the first customer group. 1 operator system,
A second operator system including a second operator database for storing and storing second purchase and / or behavior information with a second customer ID for each customer of the second customer group And
A customer who responds to profit information provided to a customer with a unique identification code different from the customer ID for each customer of the first customer group enters an identification code on a predetermined website and applies for profit information Thus, the first business operator system acquires the customer identification code and the customer communication destination information, and uses the acquired identification code to obtain the first purchase and / or behavior information of the customer as the first. The customer's second purchase and / or behavior information is extracted from the second operator database using the acquired communication destination information from each business operator database and integrated to generate fused customer purchase behavior data It is characterized by.

  In some embodiments, the profit information provided to the customer is a coupon that is issued in-store or online to a customer of the first customer group, or points, giveaways, cashbacks, or no charge given to the customer. Including at least one of the following services.

  In another embodiment, the identification code is a PIN code issued for each customer of the first customer group.

  In another embodiment, the second customer ID is a customer email address included in the second purchase and / or behavior information.

  In one embodiment, the first operator system insights into the fused customer purchasing behavior data and generates a segmented customer list.

  In another embodiment, the segmented customer list includes contact information for delivering online advertisements to customers on the customer list.

  In some embodiments, the communication destination information is cookie data.

  In another embodiment, the communication destination information is an email address.

According to the present invention, the information collection processing system of the present invention described above,
An advertisement distribution system including an advertisement distribution server for distributing online advertisements based on a segmented customer list is provided.

  In one embodiment, an advertisement distribution server transmits advertisement distribution data including the distribution history to the information collection processing system after distribution of the online advertisement to customers in the segmented customer list.

  In another embodiment, the information collection processing system tracks the first purchase and / or behavioral information of the customer who delivered the online advertisement.

  According to the information collection processing system of the present invention, the first purchase and / or behavior stored and stored in the first business operator database when distributing the online advertisement to the customers of the second business operator database. By integrating and using information, it becomes possible to narrow down customers according to the purpose and / or generate a customer list with high accuracy.

  According to the advertisement distribution system of the present invention, an online advertisement suitable for each customer can be distributed based on the customer data generated by the information collection processing system, and a high advertising effect can be expected.

1 is a schematic diagram showing the overall configuration of a preferred embodiment of a system according to the present invention. It is a block diagram explaining the structure of a 1st provider system. It is a block diagram explaining the structure of a 2nd provider system. It is a block diagram explaining the structure of an advertisement delivery system. In the first embodiment of the present invention, customer purchase behavior information is integrated and segmented, a customer list for advertisement distribution is generated, online advertisements are distributed to customers on the customer list, and the advertising effectiveness is evaluated. It is a flowchart explaining a series of flow until it does. It is explanatory drawing which shows an example of the in-store coupon distributed to a customer in 1st Embodiment. It is a flowchart similar to FIG. 5 in 2nd Embodiment of this invention. It is explanatory drawing which shows the issue page of the online coupon distributed to a customer in 2nd Embodiment.

  A preferred embodiment of a system for collecting and processing customer purchase / behavior information according to the present invention, distributing an advertisement to a customer, and evaluating the effect of the distributed advertisement will be described below with reference to the accompanying drawings. The details will be described. In particular, the system of the present invention aims to more effectively carry out corporate branding advertisements to customers.

  FIG. 1 schematically shows the overall configuration of an embodiment of a system according to the invention. The system 10 of the present embodiment includes a first business operator system 1, a second business operator system 2, and an advertisement distribution system 3, which are connected to each other via a network 4 so as to communicate with each other. Yes. As the network 4, the Internet or various other commercial networks can be appropriately used according to the communication partner and / or purpose.

  The first operator system 1 and the second operator system 2 have opened a first website and a second website, respectively. Customers including individuals and corporations are, for example, PCs (personal computers) 5. It can be accessed via the network 4 from its own electronic terminal which is a mobile terminal 6 such as a smartphone or a tablet. The first business operator system 1 is communicably connected via a network 4 to a POS terminal (not shown) that can specify customer IDs of a large number of actual stores.

  In the present embodiment, the first business operator system 1 is operated and managed by a first business operator who is a business operator who operates and manages the entire system 10. As shown in FIG. 2, the first business operator system 1 includes a system management server 11, a first business operator database 12, and a fusion database 13.

  The system management server 11 has a system management unit 14 for monitoring and managing the operation of the entire first business operator system 1. Furthermore, the system management server 11 processes the purchase information and behavior information collected by the first business operator system 1 and includes an information processing unit 15 for managing the first business operator database 12 and a fusion database 13. A data fusion processing unit 16 for management is provided.

  The first business operator system 1 further includes a website management server 17 for operating and managing the first website, and a coupon management server 18 for managing the issuance of coupons, which will be described later. The coupon management server 18 has a storage unit 19 for storing data relating to coupon issuance, transmission of profit information to a customer, which will be described later, and management thereof.

  The information processing unit 15 stores and stores customer purchase information collected from the POS terminal in the first business operator database 12. Further, browsing and other behavior information of the customer who has logged in and accessed the first website on the first website is provided to the system management server 11 by the website management server 17. It is also stored and stored in the operator database 12. Also, coupon information issued from the POS terminal or posted on the website, customer behavior information in response to notifications of various campaigns, etc. is provided to the system management server 11 by the coupon management server 18, similarly to the first It is also stored and stored in the operator database 12.

  The information processing unit 15 integrates the collected customer purchase information and behavior information for each customer, unifies them as a single purchase behavior information, and then stores them in the first operator database 12. When new customer purchase and / or behavior information is collected, the information processing unit 15 identifies the customer ID number included therein and adds it to the corresponding customer purchase behavior information.

  The customer purchase information and the behavior information are stored in the first operator database 12 in such a manner that each customer can be identified based on their ID number. In this embodiment, a member card number such as an FSP (Frequent Shoppers Program) card or a point card issued when a customer registers at the actual store can be used as the customer ID number. If the customer has registered his / her e-mail address when issuing the membership card or accessing the first website, link it to the customer's ID number. It can be stored in the first business operator database 12 as part of the purchase behavior information.

  The second business operator system 2 is operated and managed by a second business operator who is a manufacturer and / or seller who wants to increase his own brand value and increase sales of his own branded goods or services. As shown in FIG. 3, the second business operator system 2 includes a system management server 21 that manages the operation of the entire second business operator system, and a second business operator database 22. The system management server 21 includes an information processing unit 23 for managing the second operator database 22. Further, the second business operator system 2 includes a website management server 24 for operating and managing the second website.

  In the second business database 22, member information of customers registered as members of the second website and browsing and other behavior information on the second website are accumulated and stored as member behavior data. The When the second company sells its own branded goods or services online on the second website, customer purchase information including purchase history by online sale is also added to the behavior information. The member behavior data is stored and stored in the second operator database 22.

  Here, in the member information, in addition to the customer's personal information provided when the customer registered as a member on the second website, that is, name, address, contact information, gender, age, etc., the application date , And a membership number or the like as a customer ID (identification) number uniquely assigned by the second business operator system 2. Customer contacts may include a telephone number (fixed and / or mobile phone), an email address. The behavior information includes a campaign performed on the second website, presence / absence of benefits such as coupons, and the like. In addition, the purchase information on the second website includes the purchase date and time of the product or service, the content of the purchased product or service (product name, product number, category, quantity, etc.), purchase price, settlement method, etc. Can do.

  The information processing unit 23 processes customer behavior information collected in the second operator database 22 and purchase information on the second website if possible, and can be identified based on the membership number. Store. Further, the information processing unit 23 acquires cookie data (including first party cookies and third party cookies) when the customer logs in to the second website, and associates it with the member number of the customer, Accumulated and stored as part of member behavior data in the second business entity database 22. When new behavior information of a customer is collected, the information processing unit 23 identifies the customer membership number included therein and adds it to the corresponding customer behavior data.

  The data fusion processing unit 16 of the first business operator system 1 is configured to effectively execute the branding advertisement of the second business operator, the purchase behavior information in the first business operator database 12, The member data in the business entity database 22 is integrated to generate integrated purchase behavior data. The generated fusion purchase behavior data is stored in the fusion database 13 of the first business operator system 1.

  The data fusion processing unit 16 performs an analysis process on the customer purchase behavior information provided from the first business operator database 12 and the customer member behavior data provided from the second business operator database 22, and is included in them. Are integrated for each customer using a common data item. As such a common data item, for example, cookie data acquired when a customer accesses the first or second website via the network 4, a customer's e-mail address, etc. are preferable. It is not limited.

  The purchase behavior information from the first business operator database 12 includes the purchase information such as the usage frequency of each customer's actual store, the unit price of customer spending for one purchase, the settlement method, the usage status of the campaign and the coupon, Access frequency to the first website, usage rate and usage frequency of the PC 5 and the mobile terminal 6, usage frequency of the dedicated application downloaded from the first website to the mobile terminal 6, mail magazine distributed to the customer Behavioral information such as opening rate and click rate for push notifications or various other online notifications is included. By integrating the customer member behavior data provided from the second business operator database 22 into this, the combined purchase behavior data including a large amount of data is obtained for the customer who is a member of the second website. By analyzing the combined purchase behavior data, it is possible to acquire data effective for targeting customers with higher accuracy in the branding of the second business operator.

  The data fusion processing unit 16 insights the customer's fusion purchase behavior data centralized in the fusion database 13 and performs segmentation according to the purpose. This insight and segmentation process can be performed in accordance with the branding purpose of the second operator. For example, when the second business operator intends to promote the sale of a specific brand product, the purchase record, purchase price, purchase frequency, purchase route (actual store, Customers can be segmented based on preferences such as online and other mail order), the specific brand product, and products of the same category.

  The data fusion processing unit 16 generates a segmented customer list based on the insight result. This segmented customer list is intended for online advertisement to customers by the advertisement distribution system 3 described later. Thus, the segmented customer list is configured to identify each customer with, for example, cookie data or email addresses that can be used to deliver online advertisements, which are ranked according to the insight results.

  The advertisement distribution system 3 is operated and managed by a third business that distributes online advertisements to the customers in the segmented customer list. As shown in FIG. 4, the advertisement distribution system 3 includes an audience database 31 that accumulates and stores audience data of network users that are collected and accumulated by the third operator. Furthermore, the advertisement distribution system 3 includes an advertisement management server 32 for operating and managing the advertisement distribution system.

  The advertisement management server 32 includes a storage unit 33 for storing the segmented customer list provided from the first business operator system 1 and a distribution data management unit 34 for managing the storage unit. The advertisement distribution system 3 further includes a content database 35 for storing online advertisement content distributed to customers. The advertisement management server 32 includes an advertisement data management unit 36 for managing the content database.

  Further, the advertisement distribution system 3 includes a DSP (demand side platform) 37 for connecting the segmented customer list stored in the storage 32 to the audience database 31 and collating with the audience data. The DSP 37 purchases an online advertising space possessed by an external ad network on a bid basis through a trading market called an external ad exchange.

  For example, when an online user who is a customer included in the segmented customer list accesses one of the websites and an opportunity for an impression of an advertisement occurs, a bid request is simultaneously distributed from an external SSP (Supply Side Platform) 41 In response to this, the DSP 34 bids on a per-impression basis by real-time bidding (RTB) based on the setting conditions of the second operator as the advertiser. As a result of the bidding, if the second operator is the highest bid price, the advertisement is distributed from the DSP 34 to the online advertising space 43 in the customer browsing site 42 through the SSP.

  The advertisement management server 32 transmits and reports advertisement distribution data to the first provider system 1 every time the advertisement of the second provider is distributed to the customers in the segmented customer list. The advertisement distribution data includes customer cookie data used for the advertisement distribution, the date and time of advertisement distribution, the URL of the distribution destination, and the like. Information included in the advertisement distribution data is processed by the data fusion processing unit 16 of the management server 11 in the first business operator system 1. Based on the cookie data of the advertisement distribution data, the data fusion processing unit 16 extracts the purchase behavior data of the customer who distributed the advertisement from the fusion database 13, and adds and updates the advertisement distribution data to it.

  The first business operator system 1 tracks subsequent purchase behavior information for the customer who has received the report of the advertisement distribution data. The purchase behavior information is preferably tracked a plurality of times at a predetermined time from the date (or time) of the advertisement distribution. As a result, the effect of the online advertisement can be highly evaluated when the second company is linked to the sale of its own branded product or service. After the online advertisement is distributed, if the specific customer does not purchase the desired branded product or service, analyze the reason for non-purchase by further examining the purchase behavior data of the customer as necessary However, it can be used as a material for subsequent online advertisement and / or marketing.

  In the present embodiment, the member behavior data of all customers stored in the second operator database 22 is supplied to the fusion database 13 of the first operator system 1 when the system 10 starts operation. . At this point, it is practically not easy to identify a customer whose purchase behavior information is stored in the first operator database 12 and who is also a member of the second operator system 2. Of course, all the members of the second website are not considered to be customers of the first business database 12.

  Therefore, in the present embodiment, prior to the generation of the combined purchase behavior data, a marketing measure related to the second business operator and / or its brand product or service is executed. For a customer who takes a predetermined action in response to this marketing measure, predetermined information that can identify the customer is acquired from the predetermined action. Based on the predetermined information, the system management server 11 of the first business operator system 1 confirms the presence of a customer corresponding to the member behavior data stored in the fusion database 13.

  When the presence of the customer is confirmed in the member behavior data of the fusion database 13, the data fusion processing unit 16 extracts the purchase behavior information of the customer from the first business operator database 12 and supplies it to the fusion database 13. As described above, the information processing unit 15 is requested. The information processing unit 15 extracts the purchase behavior information corresponding to the customer ID number identified from the predetermined information, that is, the FSP card number, from the first business operator database 12 and transmits it to the fusion database 13.

  From the viewpoint of extracting the purchase behavior information, the predetermined information is preferably a customer ID number or information that can identify it. Further, from the viewpoint of the member behavior data, it is preferably member-related information that is originally included in the member behavior data and can identify a member. As such member-related information, for example, cookie data or an e-mail address acquired when a member accesses the second website can be considered. Therefore, according to this embodiment, it is preferable to acquire a plurality of pieces of information that can identify the customer from the predetermined action. In addition, it is preferable that the plurality of pieces of information include at least cookie data because they can be directly used for distributing online advertisements to customers.

  The data fusion processing unit 16 performs the process of integrating the purchase behavior information and the member behavior data as described above for all customers who have taken a predetermined action in response to the marketing measure, and generates the fusion purchase behavior data. To do. The fusion purchase behavior data generated for a plurality of customers in this way is stored in a storage area different from the member behavior data in the fusion database 13 as one set of data.

  In the present embodiment, profit information is distributed to each customer as the marketing measure to be performed for generating the combined purchase behavior data. As an example of the profit information, there is distribution to a customer of coupons that provide benefits such as discounts, cashbacks, point grants, etc. related to the second business operator and / or its branded products or services. When the customer performs a predetermined action such as inputting a specific item or logging in from a predetermined website guided by the distributed coupon, the system management server 11 performs the action as described above. The predetermined information that can specify a customer is acquired.

  Other profit information includes, for example, notification of various campaigns to customers such as gifts, prizes, and recruitment of monitors related to the second business operator and / or its branded product or service. Similarly, a customer who has responded to such a campaign accesses a predetermined website, inputs specific items, logs in, etc., so that the system management server 11 can identify the customer, and the customer's membership The integrated purchase behavior data can be generated by integrating the behavior data and the purchase behavior information, and stored in the integrated database 13.

  Generally, coupons distributed to customers can be broadly divided into in-store coupons and online coupons from the distribution method. The in-store coupon is printed on a sheet from a printer attached to the POS terminal or separate from the POS terminal when the customer makes a payment for purchase of goods or provision of services at the POS terminal at the actual store. Passed directly to. On the other hand, an online coupon is obtained, for example, when a customer accesses a coupon issuance page from the first or second website, inputs necessary items, downloads a coupon, or registers for use of the coupon. Get on the website.

  In the first embodiment of the present invention, an online advertisement is issued for a customer who issues an in-store coupon to a customer and performs a predetermined use procedure in response to the in-store coupon using the system 10 of the present invention described above. Is processed, and a series of processes are performed until the advertising effectiveness is evaluated and reported. In the second embodiment of the present invention, an online coupon is issued to a customer, and an online advertisement is similarly delivered to the customer who has made a predetermined use procedure in response to the online coupon using the system 10 of the present invention. Then, a series of processing is performed until the advertisement effect is evaluated and reported.

  Hereinafter, a series of processes in the first embodiment of the present invention will be described in detail with reference to the flowchart of FIG. As described above, at the time of starting the operation of the system 10 of the present invention, all the members from the second company database 22 of the second company system 2 are included in the fusion database 13 of the first company system 1. Data is provided and stored. The member behavior data in the fusion database 13 is updated in real time or periodically in response to the update of the member behavior data in the second operator database 22.

  In the first embodiment, the system 10 provides the first business operator system 1 to the customer who uses or presents the FSP card when paying for the purchase of goods or the provision of services at a POS terminal in an actual store. By issuing a store coupon (step S1), the operation is substantially started. The in-store coupon to be issued is related to the second business operator or a product or service thereof. Therefore, it is expected that the customer who responds to this is interested in the second business operator or its product or service, and is highly likely to be a member of the second website.

  FIG. 6 shows an example of the issued in-store coupon. On the surface of the in-store coupon 50, an application-specific PIN code 51, QR code 52, and URL are printed together with explanations related to coupon benefits. The customer can access the website dedicated to the application by reading the QR code 52 with an electronic terminal or manually inputting the URL.

  The coupon management server 18 of the first business operator system 1 sets a unique PIN code 51 that is different for each FSP card number transmitted from the POS terminal at the time of payment for the customer at the actual store. The POS terminal is instructed to print. The set PIN code 51 is associated with the FSP card number of the customer who has issued the coupon, that is, the customer ID number, and is stored in the storage unit 19. Further, the PIN code 51 is sent to the system management server 11 from the coupon management server 18 as a pair with the FSP card number, and is added to the purchase behavior information of the customer in the first business operator database 12. Thus, by issuing the in-store coupon 50 having a different PIN code 51 for each customer, it becomes possible to directly extract the customer's FSP card number and its purchase behavior information from the PIN code 51.

  A customer who wants to use the in-store coupon 50 inputs the QR code 52 or the URL at the electronic terminal, accesses the application-dedicated website, and inputs the PIN code 51 at the designated location (step S2). The application dedicated website is preferably provided in the first business operator system 1. Thereby, the coupon reception processing for the customer by the coupon management server 18 and the integration processing of the purchase behavior information of the customer and the member behavior data by the data fusion processing unit 16 can be executed more quickly.

  In another embodiment, the application-only website may be provided in the second business operator system 2 in addition to the first business operator system 1, for example. In this case, the PIN code 51 input by the customer accessing the application-dedicated website is transmitted from the system management server 21 to the coupon management server 18 of the first business operator system 1 and processed.

  The PIN code 51 input by the customer is checked by the coupon management server 18 against a list of issued PIN codes stored in the storage unit 19. If there is a matched issued PIN code, the corresponding FSP card number is extracted, and a reception process for making the coupon privilege available is performed (step S3). Thereby, the benefit of the coupon can be used for the customer.

  At the same time, when the customer is a member of the second website, the purchase behavior information of the customer in the first operator database 12, which is the original purpose for the system 10, The process of integrating is started. When the customer enters the PIN code 51, the coupon management server 18 acquires the cookie data (first party cookie and third party cookie) from communication with the electronic terminal used by the customer (step S4). The acquired cookie data of the customer is sent to the system management server 11 together with the extracted FSP card number.

  The customer cookie data and the FSP card number received by the system management server 11 are sent to the data fusion processing unit 16. The data fusion processing unit 16 collates the cookie data with the member behavior data in the fusion database 13. If there is matching member behavior data, the data fusion processing unit 16 extracts the member behavior data and also extracts purchase behavior information corresponding to the member behavior data from the first provider database 12 based on the FSP card number. The information processing unit 15 is requested to provide the information.

  The customer cookie data and the FSP card number received by the system management server 11 are also sent to the information processing unit 15. The information processing unit 15 extracts purchase behavior information corresponding to the FSP card number, and adds and stores the cookie data. The application and acceptance processing of the coupon by the coupon management server 18 is also notified to the management server 11 and added to the purchase behavior information of the customer in the first business operator database 12 by the information processing unit 15.

  When receiving the customer purchase behavior information from the information processing unit 15, the data fusion processing unit 16 integrates the previously extracted customer member behavior data and generates the combined purchase behavior data (step S5). The fusion purchase behavior data is configured to be identifiable based on the FSP card number and cookie data, and is stored in the fusion database 13. As described above, the integrated purchase behavior data generation process is executed for all customers who have performed the procedure for using the in-store coupon.

  When the fusion purchase behavior data corresponding to a considerable number of customers is accumulated in the fusion database 13, the data fusion processing unit 16 executes insight of the fusion purchase behavior data in accordance with an instruction from the system management unit 14. The insight is performed for the purpose of effectively distributing an online advertisement related to the branding of the second operator. Based on the result of the insight, a customer list targeted for advertisement distribution generated based on the criteria set by the first business operator and / or the second business operator is generated (step S6). The customer list is made up of cookie data of advertisement distribution target customers.

  The generated customer list is transmitted to the advertisement distribution system 3 and stored in the storage unit 33 of the advertisement management server 32 and also stored in the fusion database 13. Further, the content data of the online advertisement to be distributed to the customer is supplied to the advertisement distribution system 3 directly or via the first company from the second company as an advertiser and stored in the content database 35. Yes. Similarly, the online advertisement distribution conditions are also transmitted from the second company directly or via the first company to the advertisement distribution system 3 and stored and managed by the advertisement data management unit 36.

  When the advertisement management server 32 collates the cookie data included in the customer list with the audience data in the audience database 31 and purchases the advertisement space 43 on the website 42 for the matching cookie data, the advertisement management server 32 transmits the online advertisement from the content database 35. Content data is extracted and distributed from the DSP 37 via the SSP 41 (step S7).

  After the advertisement distribution, the advertisement management server 32 transmits the advertisement distribution data to the system management server 11 of the first business operator system 1. As described above, the advertisement distribution data includes customer cookie data used for advertisement distribution, the date and time of advertisement distribution, the URL of the distribution destination, and the like. The system management server 11 sends the advertisement distribution data to the data fusion processing unit 16. Based on the cookie data of the advertisement distribution data, the data fusion processing unit 16 extracts the customer's corresponding fusion purchase behavior data from the fusion database 13 and adds and updates the advertisement distribution data thereto.

  The advertisement distribution data is also sent to the information processing unit 15. Similarly, based on the cookie data, the corresponding customer purchase behavior information is extracted from the first business operator database 12, and the advertisement distribution data is added. Update. The information processing unit 15 periodically checks the purchase behavior information from the delivery date of the online advertisement for each customer who delivered the online advertisement. The survey is preferably performed a plurality of times, for example, every week, every 10 days, or every month, for example, by dividing a period of several months or half a year from the advertisement delivery date.

  The information processing unit 15 aggregates the survey results of the purchase behavior information performed for all the customers who distributed the advertisement, performs necessary statistical processing, creates a report, and provides the report to the second operator (step) S8). This report narrows down advertisement distribution customers to the members of the second website established by the second operator, and purchase behavior information in the first operator database 12 and the second The result of distributing the advertisement based on the segmentation of the combined purchase behavior data that is integrated with the member behavior data of the business entity database 22 is shown. Therefore, it can be effectively used for subsequent online advertisement and marketing as a material that can evaluate the effect of advertisement distribution with higher accuracy.

  Next, a series of processes in the second embodiment of the present invention will be described in detail with reference to the flowchart of FIG. As in the case of the second embodiment described above, at the start of operation of the system 10 of the present invention, the fusion database 13 of the first operator system 1 contains the second operator of the second operator system 2. Member data of all members is provided from the database 22 and stored. Further, the member behavior data in the fusion database 13 is updated in real time or periodically in response to the update of the member behavior data in the second business operator database 22.

  In the second embodiment, when the customer accesses the second website from, for example, the mobile terminal 6 and requests the issuance of an online coupon on the second website, the system 10 2 starts the operation substantially by displaying the online coupon issue page (step S11). The online coupon issued in this embodiment is also related to the second business operator or a product or service thereof. Since the customer who responds to this is originally a member of the second website, he / she is more interested in the second business operator or the product or service thereof, and therefore a higher advertising effect is expected. Is done.

  FIG. 8 shows an example of the online coupon issue page 60 displayed on the screen of the mobile terminal 6. The issuance page 60 is provided with a login ID input field 61 for receiving issuance of an online coupon. The login ID can be set to be the same as the login ID or member ID to the second website, and in the present embodiment, the login ID is an e-mail address of a member registered in the second website. .

  A customer who wants to use the online coupon accesses the application-specific website by inputting the registered e-mail address as the login ID on the issuance page 60 displayed on the mobile terminal 6 (step) S12). The application dedicated website is preferably provided in the first business operator system 1. Thereby, the coupon management server 18 can quickly execute a coupon reception process for the customer. Further, the coupon management server 18 can directly acquire the customer's e-mail address from the login input on the issue page 60 by the customer. Therefore, the integration process of the purchase behavior information of the customer and the member behavior data by the data fusion processing unit 16 can be quickly executed.

  When the customer inputs necessary items on the application-dedicated website, processing for accepting the use of a coupon is performed (step S13). In order to use the online coupon, it is necessary to be a customer registered in the first business operator database 12. Accordingly, the necessary items input by the customer include the FSP card number of the customer in the first operator database 12. Thereby, the customer can use the privilege of the online coupon.

  At this time, the coupon management server 18 acquires the cookie data (first party cookie and third party cookie) from the communication with the mobile terminal 6 of the customer (step S14). The acquired cookie data of the customer is sent to the system management server 11 together with the electronic mail address of the customer.

  In another embodiment, the application-only website may be provided in the second business operator system 2 in addition to the first business operator system 1, for example. In this case, the customer's e-mail address and cookie data are transmitted from the system management server 21 to the coupon management server 18 of the first business operator system 1 for processing.

  In this embodiment, by acquiring the customer's e-mail address and cookie data by the coupon management server 18, the customer's purchase behavior information in the first provider database 12, which is the original purpose of the system 10, and the customer The process of integrating the member behavior data in the second business operator database 22 starts. The customer cookie data, e-mail address, and FSP card number received by the system management server 11 from the coupon management server 18 are sent to the data fusion processing unit 16.

  The data fusion processing unit 16 collates the electronic mail address with the member behavior data in the fusion database 13. If there is matching member behavior data, the data fusion processing unit 16 extracts the member behavior data and also extracts purchase behavior information corresponding to the member behavior data from the first provider database 12 based on the FSP card number. The information processing unit 15 is requested to provide the information.

  The customer cookie data, e-mail address, and FSP card number received by the system management server 11 are also sent to the information processing unit 15. The information processing unit 15 extracts purchase behavior information corresponding to the FSP card number, adds the cookie data and an e-mail address, and stores them. The online coupon acceptance process by the coupon management server 18 is also notified to the management server 11 and added to the purchase behavior information of the customer in the first business operator database 12 by the information processing unit 15.

  When the customer purchase behavior information is received from the information processing unit 15, the data fusion processing unit 16 integrates the previously extracted member behavior data of the customer to generate the combined purchase behavior data (step S15). The fusion purchase behavior data is configured to be identifiable based on the FSP card number and cookie data, and is stored in the fusion database 13. As described above, the integrated purchase behavior data generation process is executed for all customers who have performed the online coupon use procedure.

  As in the case of the first embodiment, when the fusion purchase behavior data corresponding to the number of customers is accumulated in the fusion database 13, the data fusion processing unit 16 follows the instructions of the system management unit 14 to store the fusion purchase behavior data. Run insights. After the insight, a process for generating a segmented advertisement distribution customer list based on the result, distributing an online advertisement to the customer by the advertisement distribution system 3 based on the customer list, and evaluating the advertisement effect Since this is the same as the process of steps S6 to S8 in the first embodiment, a description thereof will be omitted.

  In the second embodiment, as described above, at the time when the procedure for using the online coupon is performed, narrowing down of customers who are advertisement distribution targets is automatically performed. Therefore, the process up to the generation of the combined purchase behavior data can be executed more easily than in the first embodiment. Since the advertisement distribution is performed based on the customer cookie data as in the first embodiment, the effect can also be evaluated with high accuracy based on the customer cookie data.

  The preferred embodiments of the present invention have been described in detail above. However, as will be apparent to those skilled in the art, the present invention is not limited to the above-described embodiments, and it goes without saying that various modifications or changes may be made thereto.

DESCRIPTION OF SYMBOLS 1 1st provider system 2 2nd provider system 3 Advertisement distribution system 4 Network 5 PC
6 Mobile terminal 10 System 11 System management server 12 First provider database 13 Fusion database 17 Website management server 18 Coupon management server 21 System management server 22 Second provider database 24 Website management server 31 Audience database 32 Advertisement management Server 37 DSP33

Claims (11)

A first operator system comprising a first operator database for storing and storing first purchase and / or behavior information with a first customer ID for each customer of the first customer group;
A second operator system including a second operator database for storing and storing second purchase and / or behavior information with a second customer ID for each customer of the second customer group And
A customer who responds to profit information provided to a customer with a unique identification code different from the customer ID for each customer of the first customer group inputs the identification code on a predetermined website, and By applying for profit information, the first business operator system acquires the identification code of the customer and the communication destination information of the customer, and uses the acquired identification code to perform the first purchase of the customer. And / or the behavior information is extracted from the first business operator database, and the second purchase and / or behavior information of the customer is extracted from the second business operator database using the acquired communication destination information. An information gathering and processing system characterized by generating integrated customer purchase behavior data.   Profit information provided to the customer is at least a coupon issued in-store or online to a customer of the first customer group, or a point, a free gift, a cashback, or a free service given to the customer. The information collection processing system according to claim 1, comprising any one of them.   The information collection processing system according to claim 2, wherein the identification code is a PIN code issued for each customer of the first customer group.   The information collection processing system according to claim 2, wherein the second customer ID is an email address of a customer included in the second purchase and / or behavior information.   5. The information collection processing system according to claim 1, wherein the first business operator system insights into the fused customer purchase behavior data and generates a segmented customer list. 6.   The information collection processing system according to claim 5, wherein the segmented customer list includes the communication destination information in order to distribute an online advertisement to customers of the customer list.   The integrated sales management system according to claim 6, wherein the communication destination information is cookie data.   The information collection processing system according to claim 6, wherein the communication destination information is an e-mail address. The information collection processing system according to any one of claims 5 to 8,
An advertisement distribution system comprising: an advertisement distribution server for distributing online advertisements based on the segmented customer list.   10. The advertisement distribution server transmits advertisement distribution data including a distribution history to the information collection processing system after distributing the online advertisement to a customer in the segmented customer list. The described advertisement distribution system.   The advertisement distribution system according to claim 1, wherein the information collection processing system tracks the first purchase and / or behavior information of the customer who distributed the online advertisement.

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