JP2019075041A - Customer information management server and program - Google Patents

Abstract

To enable acquisition of information about to which measure a customer responds.SOLUTION: A customer information management server includes: an information acquisition unit that acquires behavior history information which is a history of a behavior related to a consumption activity of a consumer; and a customer information management unit that, for each behavior of the customer defined as a response to a measure for promoting a purchase of the customer, generates measure attribute response information indicating to which measure attribute the customer has responded, on the basis of behavior attribute reference information associating an action time at which the behavior is treated as a response to the measure with a measure attribute defined as a cause for the behavior of the customer, and the acquired behavior history information.SELECTED DRAWING: Figure 4

Description

  The present invention relates to a customer information management server and program.

  The following advertisement viewing effect evaluation system is known. At the center of the advertisement viewing effect evaluation system, the television viewing history of the subscriber and purchase information indicating that the subscriber has purchased a product are acquired. The center also stores the broadcast time of the advertisement for each broadcast channel. The center measures the viewing effect of the advertisement by collating and analyzing the television viewing history, the purchase information, and the broadcast time of the advertisement (see, for example, Patent Document 1).

Japanese Patent Application Laid-Open No. 2002-135757

For example, when taking measures such as advertising for purchasing promotion, there are cases where it is desired to obtain information indicating what kind of measures the customer responds to.
For example, in Cited Reference 1, it is possible to obtain, for example, information such as numerical values as to what degree the effect of the advertisement performed by broadcasting was. However, with the technology described in Patent Document 1, it is difficult to obtain information as an indicator as to what measure the customer has responded to. In the configuration of the cited reference 1, the evaluation result of the advertisement effect is obtained, and it is inevitable to guess what kind of measure the customer responds to, for example, from the evaluation result.

  The present invention has been made in view of such circumstances, and it is an object of the present invention to be able to obtain information on what kind of measures a customer responds to.

  One aspect of the present invention for solving the above-described problems is as an information acquisition unit that acquires behavior history information that is a history of behavior related to consumer activity of a customer, and a response to a policy for promoting purchasing by the customer. Policy attribute reference information in which the behavior time in which the behavior is treated as being a response to the policy is associated with the policy attribute defined as a factor of the behavior of the customer, for each defined behavior of the customer And a customer information management unit configured to generate measure attribute response information indicating which measure attribute the customer has responded to based on the acquired action history information.

  Further, according to one aspect of the present invention, there is provided an information acquisition unit that acquires behavior history information that is a history of a behavior related to a customer's consumption activity, and a customer defined as a response to a policy for promoting purchase of the customer. The action attribute reference information in which the action time in which the action is treated as being a response to the action and the action attribute defined as the factor of causing the action are associated with each action It is a program for functioning as a customer information management part which generates measure attribute reaction information which shows which measure attribute a customer responded to based on the above-mentioned action history information.

  As described above, according to the present invention, it is possible to obtain information about what kind of measure a customer responds to.

It is a figure showing an example of whole composition of a customer information management system in this embodiment. It is a figure which shows the structural example of the customer information management server in this embodiment. It is a figure which shows an example of the customer information in this embodiment. It is a figure which shows an example of the measure attribute reference information in this embodiment. It is a figure showing an example of action history information in this embodiment. It is a flowchart which shows the process sequence example which the customer information management server in this embodiment performs in connection with production | generation of measure attribute reaction information corresponding to one evaluation period.

Hereinafter, a customer information management system as an embodiment of the present invention will be described with reference to the drawings.
FIG. 1 shows an example of the overall configuration of a customer information management system according to this embodiment. Although many customers may manage customer information in the present embodiment, in the figure, in consideration of simplifying the illustration and description, one customer C and the customer information management system of the present embodiment It shows the relationship.

  In the figure, the measure transmission medium group 10 is shown. The measure transmission medium group 10 includes and shows an information medium (measure transmission medium) used by a measure provider to provide (transmit) a measure to a customer. Such a measure transmission medium is an information medium that the customer C uses to receive the measures provided by the measure provider.

  In the present embodiment, the measure is a means by which the measure provider carries out the purchase promotion toward the customer. In the present embodiment, the goal as the purchase promotion by the measure includes not only the goal of having the customer purchase the product but also, for example, a stage prior to having the customer purchase the product. Specifically, the policy is to have the customer have a specific product, or a specific field related to a specific product, etc., or have a specific company interested in, have a specific store visit, etc. The target may be

In addition, as a concrete mode of the measure, for example, an advertisement (CM (Commercial Message)) in a broadcast, an advertisement performed on a website, an advertisement published in a paper medium such as a newspaper or a magazine, or a public on a street etc. The advertisement by the poster provided for, the display etc. can be mentioned. It does not specifically limit as a mode of the measure in this embodiment.
In addition, the measure provider here is a person who determines the content of the measure and provides the measure using the measure transmission medium. Specifically, as a measure provider, for example, an advertisement company which receives a request for implementing a measure from a company or the like can be mentioned, but it may be a maker of a product, a sales company, or the like.

In the figure, as a specific example of the measure transmission medium included in the measure transmission medium group 10, the television broadcast 11-1, the Internet 11-2, and the paper medium 11-3 are shown.
For example, the customer C views the television broadcast 11-1 using the television broadcast receiving apparatus.
More specifically, the measure transmission medium as the Internet 11-2 is a website existing on the Internet. The customer C can browse a website on the Internet by the internet terminal device having a communication function connecting to the internet 11-2 and a web browser function.
The paper medium 11-3 is an information medium using paper, such as a newspaper, a magazine, and free paper. The customer C can obtain and subscribe to these paper media 11-3.

In the following description, when the measure transmission medium such as the television broadcast 11-1, the Internet 11-2, and the paper medium 11-3 included in the measure transmission medium group 10 is not particularly distinguished, it is described as the measure transmission medium 11. Do.
The measure transmission medium group 10 may further include, for example, radio broadcasting, a billboard of an advertisement installed in a city, or the like as the measure transmission medium 11.

The measure information group 20 includes and shows the measure information. The measure information is information having the contents of the measure transmitted by the measure transmission medium 11. That is, the measure information is information that is the basis of the measure transmitted by the measure transmission medium 11.
In the figure, as specific examples of the measure information included in the measure information group 20, TVCM content 21-1, TV program content 21-2, web advertisement content 21-3 and advertisement posting information 21-4 are shown. .

  The TVCM content 21-1 is information having contents as a CM to be inserted into a program in the television broadcast 11-1.

The TV program content 21-2 is information having contents as a program broadcasted by television broadcasting.
For example, the customer C may be interested in information related to a product introduced in a program or in a thing possessed or worn by a performer of the program. Therefore, the program can also function as a measure for promoting purchasing, by configuring the program so that, for example, a product desired to be promoted for purchasing can be recognized by the customer.

The web advertisement content 21-3 is information having contents as an advertisement to be posted on the website.
The advertisement posting information 21-4 is information having contents as an advertisement published on a paper medium such as a newspaper or a magazine.
About the content as an advertisement in the web advertisement content 21-3 or the advertisement posting information 21-4, for example, information of a coupon may be included.

As a specific example of the measure transmission medium included in the measure information group 20 in the following description, measures such as TVCM content 21-1, TV program content 21-2, web advertisement content 21-3, and advertisement posting information 21-4, etc. When it does not distinguish about information in particular, it describes with the policy information 21.
The measure information group 20 may further include, as the measure information 21, information of contents as an advertisement sign presented in a city or the like, an advertisement presented on a display or the like.

  The TVCM content 21-1 is inserted into the program in the television broadcast 11-1. When the customer C views the program in which the TVCM content 21-1 is inserted using the television broadcast receiving apparatus, the measure by the TVCM content 21-1 is provided to the customer C.

  The TV program content 21-2 is used as a program in the television broadcast 11-1. When the customer C views the program as the TV program content 21-2 using the television broadcast receiving apparatus, the measure by the TV program content 21-2 is provided to the customer C.

  The web advertisement content 21-3 is posted as an advertisement on a website installed on the Internet 11-2. The manner in which the web advertisement content 21-3 is posted as an advertisement may be, for example, the content of the web page itself, or may be a banner advertisement displayed in part of the web page. . When the customer C browses the web page accessed using the internet terminal device, the measure by the web advertisement content 21-3 is provided to the customer C.

  The advertisement posting information 21-4 is posted as an advertisement on the paper medium 11-3. The customer C subscribes to the paper medium 11-3 to provide the customer C with a measure based on the advertisement posting information 21-4.

The customer behavior target group 30 is shown including the customer behavior targets. The customer action target refers to the target of the action taken in response to the measure provided by the customer. Also, the action here is the action related to the consumer activity of the customer.
In the figure, a mail order site 31-1, a store 31-2, and a facility 31-3 are shown as customer action targets.

The mail order site 31-1 is a web site of a mail order located on the Internet.
The store 31-2 is a real store. The type of business of the store 31-2 and the type of business are not particularly limited, and products may be sold, or restaurants and the like may be used, and any of department stores, convenience stores, and individual stores may be used. It may be.
The facilities 31-3 include, for example, an amusement park, a museum, an art museum, a zoo, an aquarium, a building and the like.
In the following description, when there is no particular distinction with respect to the customer behavior targets including the mail order site 31-1, the store 31-2, and the facilities 31-3 and the like, the customer behavior target 31 is described.

  The customer C receives the provision of measures by using various measure transmission media 11 in his or her life. The customer C who has received the provision of the measure is influenced by the provided measure, and for example, thinks that he wants to purchase a specific product or wants to go to a specific store or facility. As a result, for example, the customer C purchases goods at the mail order site 31-1, visits the store 31-2, purchases goods and eats and drinks, and visits a specific facility 31-3, the facility 31. Enter -3. Thus, the customer C takes action on the customer behavior target 31 as a response to the policy.

  In addition, in response to the customer C taking an action, the customer action target 31 targeted for the action delivers action history information indicating a history of the action taken by the customer C to the customer information management server 100. Be done. Delivery of the action history information from the customer action object 31 to the customer information management server 100 may be performed, for example, by transmitting and receiving the action history information by communication via a network, or, for example, in a portable storage device (storage medium) It may be performed by passing it to the operator of the customer information management server 100 in the stored state. The operator of the customer information management server 100 may be, for example, an advertising company or the like, and may be the same as the measure provider.

  The customer information management server 100 is a server that manages customer information related to a customer. The customer information management server 100 is operated by, for example, a measure provider.

  A configuration example of the customer information management server 100 will be described with reference to FIG. The customer information management server 100 in FIG. 1 includes an information processing unit 101 and a storage unit 102.

The information processing unit 101 executes various processes related to management of customer information. The function as the information processing unit 101 is realized, for example, by causing a central processing unit (CPU) of the customer information management server 100 to execute a program.
The information processing unit 101 includes an information acquisition unit 111, a measure attribute reference information creation unit 112, an action history information management unit 113, and a customer information management unit 114.

The information acquisition unit 111 acquires information from the outside. For example, the information acquisition unit 111 acquires the measure information 21 used to create the measure attribute reference information. Further, the information acquisition unit 111 acquires behavior history information from the customer behavior object 31.
The information acquisition unit 111 may acquire the measure information 21 and the action history information, for example, by communication via a network, or may acquire it from an external storage device via, for example, a data interface such as a USB.

The measure attribute reference information creation unit 112 creates measure attribute reference information based on the measure information acquired by the information acquisition unit 111.
The measure attribute reference information is an action time in which an action is treated as a reaction to a measure and a measure attribute defined as a factor of a customer taking an action, for each customer action determined as a reaction to a measure. It is the associated information.
For example, the measure attribute reference information creation unit 112 may input measure information and create measure attribute reference information according to a predetermined algorithm. Alternatively, the measure attribute reference information creation unit 112 creates measure attribute reference information according to an operation of creating measure attribute reference information of the content determined by referring to the measure information by the operator of the customer information management server 100. It is also good.
The measure attribute reference information creation unit 112 stores the created measure attribute reference information in the measure attribute reference information storage unit 122 in the storage unit 102.

  The action history information management unit 113 manages action history information. The action history information management unit 113 causes the action history information storage unit 123 in the storage unit 102 to store the action history information acquired from the customer action target 31 by the information acquisition unit 111.

  The customer information management unit 114 manages the customer information stored in the customer information storage unit 121.

The storage unit 102 stores various types of information used by the information processing unit 101. The storage unit 102 in the figure includes a customer information storage unit 121, a measure attribute reference information storage unit 122, and an action history information storage unit 123.
The customer information storage unit 121 stores customer information.
The measure attribute reference information storage unit 122 stores the measure attribute reference information.
The action history information storage unit 123 stores action history information.

FIG. 3 illustrates an example of customer information stored in the customer information storage unit 121. In the figure, an example is shown in which customer information for each customer is managed by a table structure. One row (one record) in the figure is customer information corresponding to one customer.
The customer information corresponding to 1 customer includes each field of customer ID, customer basic attribute, customer segmentation, and measure attribute reaction information.
The customer ID area stores a customer ID uniquely indicating the corresponding customer.
The area of the customer basic attribute stores, for example, information indicating the basic attribute of the customer such as the gender, age, and occupation of the customer.
The area of customer segmentation stores information of customer segmentation in which customer's hobbies, preferences, and the like are classified based on, for example, a response to a questionnaire from the customer, a past customer's behavior history, and the like.

The area of measure attribute reaction information stores one or more measure attribute reaction information.
Provision of a measure is performed by various routes, for example through CM in television broadcasting 11-1, etc., a program, the Internet 11-2, paper medium 11-3, and the like. In addition, contents to be provided include various factors to appeal to customers, such as the concept of the product, the field of the product, the entertainer used for advertisement, etc. ing. That is, in relation to the measure, there are attributes (measure attribute) such as the medium type (route) of the measure provision and the appeal factor included in the measure. The measure attribute response information is information indicating what measure attribute the customer has responded to. In other words, the measure attribute reaction information is information indicating what is the measure attribute that motivated the action taken by the customer.

As shown in the figure, one or more measure attribute reaction information stored in the area of the measure attribute reaction information corresponds to different evaluation periods.
The measure attribute reaction information corresponding to one evaluation period includes an area of the evaluation period and a reaction flag area storing a corresponding reaction flag for each measure attribute.
The area of the evaluation period indicates the evaluation period to which the measure attribute response information corresponds. In the figure, the evaluation period is indicated by the start date and time and the end date and time.
The evaluation period may be determined, for example, by the operator of the customer information management server 100. As a method of determining the evaluation period, one of the simplest examples may be determined based on a calendar, such as weekly or monthly. Alternatively, the evaluation period may be determined based on, for example, the implementation period of one or more predetermined measures. If based on the implementation period of the measure, the evaluation period may be defined based on the estimation of the period in which the customer will act in response to the implemented measure. Specifically, the customer can take action in response to the policy positively for a certain period of time even after the implementation of the policy is finished. In consideration of such a thing, as one specific example, the end date and time of the evaluation period based on the implementation period of the measure may be determined later than the end date and time of the implementation period of the measure, for example.
The reaction flag area is an area in which reaction flags corresponding to one or more measure attributes are stored. In the example of the figure, if the reaction flag is "1", it indicates that the customer has acted in response to the corresponding measure attribute, and if "0", the customer's action is set to the corresponding measure attribute. It is shown that it did not react.

Also, in the example of the same figure, in the reaction flag area, such as "TVCM", "TV program", "web advertisement", "coupon", "price", "health", "entertainer A", "entertainer B", etc. The example in which the reaction flag corresponding to each measure attribute is stored is shown.
The response flag area of “TVCM” indicates whether or not the corresponding customer has responded to the measure on the measure provision route as a CM by the television broadcast 11-1.
The response flag of “TV program” indicates whether the corresponding customer responds to the measure on the measure provision route as the program by the television broadcast 11-1.
The response flag of the “web advertisement” indicates whether the corresponding customer responds to the measure in the measure provision route by the website.
The “coupon” response flag indicates whether the corresponding customer responds to the provision of measures by the appeal factor as the coupon provision. The reaction flag of "coupon" is set, for example, in response to a measure such as an advertisement including a coupon being taken.
The "price" response flag indicates whether or not the corresponding customer responds to the provision of a measure that includes an appeal factor as a low price. The response flag of "price" is set, for example, in response to the implementation of a measure such as an advertisement for which a discount has been made.
The “health” response flag indicates whether the corresponding customer responds to the provision of measures including an appeal factor as health. The “health” response flag is set, for example, in response to the implementation of a measure such as health food or an advertisement of a product such as a fitness article.
Respective reaction flags of "entertainer A" and "entertainer B" indicate whether or not the corresponding customer has responded to the provision of measures including the entertainer A and the entertainer B as an appeal factor. Respective reaction flags of "entertainer A" and "entertainer B" are set in accordance with the implementation of a measure by an advertisement or the like in which the entertainer A and the entertainer B are employed.
That is, the policy attribute reaction information indicates, for each customer, which policy attribute has reacted and which policy attribute has not responded in a certain evaluation period.

  The measure attribute reaction information is generated by the customer information management unit 114 using the measure attribute reference information and the action history information. Specifically, the customer information management unit 114 stores the value of the reaction flag for each measure attribute in the reaction flag area as the generation of measure attribute reaction information.

FIG. 4 illustrates an example of the measure attribute reference information stored in the measure attribute reference information storage unit 122.
The measure attribute reference information in the figure shows, as an example, a case where the unit measure attribute reference information corresponding to each action (measure response action) determined as a response to the measure is tabulated. One row (one record) in the measure attribute reference information in the figure is unit measure attribute reference information corresponding to one measure reaction action.

One unit measure attribute reference information includes each area of an action ID, an action content, a corresponding action period, and a flag reference information.
The area of the action ID stores an action ID uniquely indicating the measure response action of the corresponding action.
The action content stores information indicating the content of the measure response action of the corresponding.
The corresponding action period stores information indicating a period in which the action content of the response is considered to have been taken in response to the measure. The corresponding action period includes each area of start date and end date and time. The area of the start date and time stores the date and time when the corresponding action period starts. The area of the end date and time stores the date and time when the corresponding action period ends.
As a specific example, for the corresponding action period, the same start date and time as the start of the implementation period of the target measure assumed as a factor that causes the measure response action and after the end of the implementation period of the target measure (for example, several days later) Alternatively, the end date and time of several weeks later) can be set.

  The area of the flag reference information stores information indicating a measure attribute which is a factor causing the measure reaction action of the corresponding. Specifically, the area of flag reference information includes a reference flag corresponding to each of one or more measure attributes. In the example of the figure, in the flag reference information, measure attributes such as “TVCM”, “TV program”, “web advertisement”, “coupon”, “price”, “health”, “celebrity A”, “celebrity B”, etc. An example is shown in which each reference flag is included. The reference flag is set to a value of "1" or "0".

When "1" is set in the reference flag, when the customer takes a measure response action for the response, it may be considered that the measure response action is caused in response to the measure attribute of the flag reference area for the response Indicates
On the other hand, if the reference flag is set to “0”, even if the customer takes a measure response action for the response, the action is triggered in response to the measure attribute of the corresponding flag reference area. Indicates no

Specifically, the unit measure attribute reference information in which the action ID of the first line in the figure is “A00001” is, for example, a CM that advertises the product α, and appeals that it is good for health as the contents of the advertisement. Also, it is created based on the measure information of the measure that entertainer A is employed.
In other words, the unit measure attribute reference information with the action ID “A00001” in the first row in the same figure has the following tendency for the customer who has taken action of purchasing the product α in the corresponding action period of the corresponding It is treated. In other words, the customer is considered to be easily responsive to the measure provision route as a CM of television broadcasting. In addition, customers are treated as responding to the contents of "health" in the policy. In addition, the customer is treated as responding to the fact that the entertainer who was employed for CM as a measure was the entertainer A.

FIG. 5 illustrates an example of action history information stored in the action history information storage unit 123. The action history information storage unit 123 stores action history information corresponding to each action performed by the customer in a table format. In the figure, one row (one record) in the tabulated action history information is action history information corresponding to one action taken by the customer.
The action history information corresponding to one action is handed over from the customer action object 31 to the customer information management server 100 in response to the customer taking action for the customer action object 31 as described above.
The action corresponding to the action history information stored in the action history information storage unit 123 includes an action corresponding to the measure reaction action and an action not corresponding to the action.

The customer information corresponding to one action includes each area of action date, customer ID, and action content.
The area of action date and time stores the date and time when the corresponding action was taken.
The field of customer ID stores a customer ID indicating a customer who has taken a corresponding action.
The area of action content stores information indicating the content of the corresponding action.

  An example of a processing procedure executed by the customer information management server 100 in relation to generation of measure attribute response information corresponding to one evaluation period will be described with reference to the flowchart of FIG.

  In newly generating the measure response information corresponding to the evaluation period of step S101: 1, the customer information management unit 114 acquires the measure attribute reference information stored in the measure attribute reference information storage unit 122.

Step S102: Further, the customer information management unit 114 acquires, from among the action history information stored in the action history information storage unit 123, action history information to be used for generation of the measure response information of this time.
As the action history information used for updating the measure reaction information this time, the action history information may be selected in which the action date and time is included in the evaluation period corresponding to the measure reaction information generated this time.

Step S103: Next, the customer information management unit 114 selects one customer as a customer to be processed from among one or more customers to which the action history information acquired in step S102 corresponds.
In addition, when the said step S103 is performed through the below-mentioned step S107, the customer information management part 114 selects a process target customer out of customers other than the customer already made into the process target.

Step S104: The customer information management unit 114 determines, for the customer to be processed, the presence or absence of a response for each measure attribute indicated in the measure attribute reference information.
To this end, the customer information management unit 114 determines the action content for each process target customer's action history information in the action history information acquired in step S102 and the unit measure indicated in the measure attribute reference information acquired in step S102. The action content for each attribute reference information is collated.
The customer information management unit 114 identifies unit measure attribute reference information corresponding to the action taken by the processing target customer among the measure attribute reference information from the result of the collation. The customer information management unit 114 extracts flag reference information included in each of the identified unit measure attribute reference information. The customer information management unit 114, for example, statistics the reference flag for each measure attribute in the extracted flag reference information.

One specific example of the reference flag statistics is as follows, for example.
In this example, it is specified that the unit measure attribute reference information corresponding to the action taken by the processing target customer is the two unit measure attribute reference information of the action IDs “A000001” and “A000002” in FIG. 4. Listed. In this case, the customer information management unit 114 extracts flag reference information from the unit measure attribute reference information of the action ID “A000001” and “A000002”.

The customer information management unit 114 obtains the logical sum of the reference flag “1” for each measure attribute as the statistic of the reference flag for each measure attribute in the extracted flag reference information.
Specifically, for the measure attribute of “TVCM”, the reference flag of the action ID “A000001” is “1”, and the reference flag of the action ID “A000002” is “0”, so the disjunction is “1”. .
Further, for the measure attribute of “TV program”, the reference flag of the action ID “A000001” is “0”, and the reference flag of the action ID “A000002” is “1”, so that the logical sum is “1”.
Further, for the measure attribute of “web advertisement”, the reference flag of the action ID “A000001” is “0”, and the reference flag of the action ID “A000002” is “0”, so the logical sum is “0”.
Similarly, the customer information management unit 114 obtains the logical sum of the reference flag of "1" for each of the policy attributes such as "coupon", "price", "health", "entertainer A", "entertainer B", etc. .

The result of the logical sum for each of the measure attributes obtained as described above is the determination result about the presence or absence of the reaction for each measure attribute for the processing target customer in step S104.
That is, it indicates that there is a reaction of the processing target customer (that is, it is a policy attribute that urges the processing target customer to take an action) for the policy attribute whose logical sum of reference flags is “1”.
On the other hand, with regard to the measure attribute of which the logical sum of the reference flag is “0”, it indicates that there is no reaction of the process target customer (that is, it is not the measure attribute prompting the process target customer to take action).

  The statistics of the reference flag based on the above logical sum is merely an example. For example, in regard to the statistics of the reference flag, the customer information management unit 114 processes the measure attribute corresponding to the measure attribute by counting the predetermined number or more of “1” reference flags. It may be determined that the customer has responded.

Step S105: The customer information management unit 114 generates measure attribute response information in which the determination result at step S104 is reflected.
That is, the customer information management unit 114 stores a value as a response flag of “1” in the response flag of the measure attribute determined to have a response in step S104. In addition, the value as a reaction flag of “0” is stored in the reaction flag of the measure attribute that is determined in step S104 that there is no reaction.
Then, the customer information management unit 114 adds information indicating a corresponding evaluation period to the reaction flag area storing the value of the reaction flag as described above. Thereby, as illustrated in FIG. 3, measure attribute response information corresponding to one evaluation period is obtained.

  Step S106: The customer information management unit 114 newly stores the measure attribute reaction information generated in step S105 in the customer information of the processing target customer stored in the customer information storage unit 121.

Step S107: After the process of step S106, the customer information management unit 114 determines whether all the customers corresponding to the action history information acquired at step S102 are processed and the process related to generation of measure attribute response information is performed. To determine
When there are customers who are not yet to be processed, the process is returned to step S103, so that the process customer is selected and the process related to the generation of policy attribute reaction information is executed.
Then, when the process related to the generation of the measure attribute response information is completed for all the customers corresponding to the action history information acquired in step S102, the process of FIG.

As described above, in the present embodiment, by having the policy attribute reaction information as a part of the customer information, it is possible to obtain information on what policy attribute has responded to each of the customers who received various types of policies. Is possible.
In the customer information, the information on customer basic attributes can be said to be fixed as basic information corresponding to the customer. In addition, customer segmentation information may be updated regularly, for example, but it may be fixed or long-term because there are few factors that change in a short period of time. On the other hand, the measure attribute reaction information is information having an evaluation period corresponding to a relatively short period corresponding to the implementation of the measure represented by, for example, CM. In this regard, the policy attribute reaction information can be regarded as dynamic information viewed from the profile of the customer in the short term, as information related to the customer.
The measure attribute response information for each customer obtained in the present embodiment, for example, grasps what measure the customer tends to act in response to as an individual, and sends it to the customer based on the grasped tendency. Can be used to consider future measures to be implemented individually.
In addition, measure attribute reaction information of the customers belonging to a certain set should be collected to understand what kind of measures tend to act in response to all the customers belonging to the set, and be implemented for the set of customers It can be used to study future measures.

An evaluation effective condition may be added to the measure attribute in the flag reference information of the measure attribute reference information. The evaluation effective condition is a condition for the evaluation as to the presence or absence of the customer's response to the measure attribute of the countermeasure being effective.
As an example, it is good for evaluation effective condition that the audience rating of the program made into the basis of the setting of the said policy information is more than fixed to policy attributes, such as "TV program." For example, when the rating of the corresponding program is less than a certain value, the cause is that the program is viewed even though the determination result in step S104 of FIG. 6 is obtained for the measure attribute of the corresponding "TV program". Less likely to take action. Such an evaluation result is difficult to be an effective judgment material in the later measures.
From this point of view, it is preferable that the reaction flag of the measure attribute of "TV program" should not be included in the measure attribute reaction information when the rating of the corresponding program is less than a certain level. it can.
Therefore, the customer information management unit 114 in this case also acquires the audience rating of the corresponding program. In addition, when the customer information management unit 114 determines the presence or absence of a response to the measure attribute of the “TV program” in step S104 of FIG. 6, the customer information management unit 114 indicates the corresponding effective condition indicated by the evaluation effective condition added to the measure attribute of the “TV program”. Refer to the threshold for program ratings.
If the audience rating is equal to or higher than the threshold, the customer information management unit 114 executes a process of determining the presence or absence of a reaction to the measure attribute of “TV program”.
On the other hand, if the audience rating is less than the threshold value, the customer information management unit 114 does not execute the process of determining the presence or absence of a response to the measure attribute of “TV program”. When generating the measure attribute reaction information in step S105, the customer information management unit 114 may not include the reaction flag area of the measure attribute for which the process of determining the presence or absence of the reaction has not been executed in the measure attribute reaction information.

  In the above embodiment, as illustrated in FIG. 3, the measure attribute response information in the customer information is stored so as to be accumulated for each evaluation period. However, the policy attribute reaction information in the customer information may be updated by policy attribute reaction information in which past policy attribute reaction information is newly generated.

  Note that the program for realizing the function as the customer information management server 100 described above is recorded in a computer readable recording medium, and the computer system reads the program recorded in the recording medium and executes the program. The processing as the customer information management server 100 may be performed. Here, "to read and execute the program recorded on the recording medium into the computer system" includes installing the program on the computer system. The “computer system” mentioned here includes an OS and hardware such as peripheral devices. Also, the “computer system” may include a plurality of computer devices connected via a network including communication lines such as the Internet, WAN, LAN, and dedicated lines. The term "computer-readable recording medium" refers to a storage medium such as a flexible disk, a magneto-optical disk, a ROM, a portable medium such as a ROM or a CD-ROM, or a hard disk built in a computer system. As described above, the recording medium storing the program may be a non-transitory recording medium such as a CD-ROM. The recording medium also includes a recording medium provided internally or externally accessible from the distribution server for distributing the program. The code of the program stored in the recording medium of the distribution server may be different from the code of the program executable in the terminal device. That is, the format stored in the distribution server does not matter as long as it can be downloaded from the distribution server and installed in a form that can be executed by the terminal device. Note that the program may be divided into a plurality of parts, and the configuration may be such that the terminal device integrates after being downloaded at different timings, or the distribution server that distributes each of the divided programs may be different. Furthermore, "computer-readable recording medium" holds a program for a certain period of time, such as a volatile memory (RAM) in a computer system serving as a server or a client when the program is transmitted via a network. We shall include things. Further, the program may be for realizing a part of the functions described above. Furthermore, it may be a so-called difference file (difference program) that can realize the above-described functions in combination with a program already recorded in the computer system.

10 measure transmission medium group, 11 measure transmission medium (11-1 television broadcasting, 11-2 Internet, 11-3 paper medium), 20 measure information group, 21 measure information (21-1 content, 21-2 program content, 21-3 Web advertisement content, 21-4 advertisement post information), 30 customer action target group, 31 customer action target, 31-1 mail order site, 31-2 store, 31-3 facility, 100 customer information management server, 101 information Processing unit, 102 storage unit, 111 information acquisition unit, 112 measure attribute reference information creation unit, 113 action history information management unit, 114 customer information management unit, 121 customer information storage unit, 122 measure attribute reference information storage unit, 123 action history Information storage unit

Claims (2)

An information acquisition unit for acquiring behavior history information, which is a history of behavior related to consumer activity of the customer;
For each customer behavior defined as a response to a policy for promoting purchasing by a customer, an activity time during which the behavior is treated as a response to the policy and a factor that the customer caused the behavior are defined. A customer information management unit that generates measure attribute reaction information indicating which measure attribute the customer has responded to based on the measure attribute reference information associated with the measure attribute and the acquired action history information; Customer information management server provided. Computer,
An information acquisition unit that acquires behavior history information that is a history of behavior related to consumer activity of the customer;
For each customer behavior defined as a response to a policy for promoting purchasing by a customer, an activity time during which the behavior is treated as a response to the policy and a factor that the customer caused the behavior are defined. Function as a customer information management unit that generates measure attribute reaction information indicating which measure attribute the customer has responded to based on the measure attribute reference information associated with the measure attribute and the acquired action history information Program to make

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