JP2019212028A - Analysis device, analysis method and program - Google Patents

Abstract

To provide a technology capable of grasping quality of data indicating an action history of a website stored on a server.SOLUTION: An analysis device 40 includes: a first collection unit 400 that collects, from a content providing device 20, contract information generated when a predetermined contract is completed on a content providing site; a second collection unit 400 that collects, from a collection device 30, among access information stored in a database of the collection device, at least access information corresponding to contract information of a user who has completed the predetermined contract; and a comparison unit 401 that compares contract information collected from the content providing device with access information corresponding to the contract information of the user who has completed the predetermined contract collected from the collection device and calculates an index indicating quality of the access information stored in the database of the collection device.SELECTED DRAWING: Figure 1

Description

  The present invention relates to an analysis apparatus, an analysis method, and a program.

  Currently, services (for example, Non-Patent Document 1 and Non-Patent Document 2) for analyzing user behavior on a Web site are provided. Further, by using these services, a website provider can analyze a user's behavior history on the website provided by the website provider.

Google Analytics, [online], [Search June 5, 2018], Internet <URL: https://www.google.com/analytics/index.html>

Adobe Analytics, [online], [Search June 5, 2018] Internet <URL: https://www.adobe.com/data-analytics-cloud/analytics.html>

  One of the purposes of analyzing user behavior in a website is, for example, improving the conversion rate. The conversion rate is an index indicating the probability of whether or not a user who has visited a Web site has finally been connected to a contract such as service conclusion or product purchase. The website operator analyzes data indicating the action history in the website from various viewpoints, thereby leading to various measures for increasing the conversion rate.

  However, with the recent spread of smartphones, users often access websites through mobile communications. In the case of mobile communication, communication may become unstable depending on the location of the user, and data indicating the action history in the website may not be collected sufficiently. For example, if the communication status of a user who actually makes a service contract on a website is unstable, the data indicating that the contract has been completed in spite of the completion of the contract in the website may be a communication error, etc. For this reason, there is a possibility that the data collection server does not receive the data and the data collection server does not record that the service contract has been made. Further, the same situation is not limited to mobile communication, and may occur when a failure occurs on the Internet via a fixed line. If the website operator does not grasp such a situation, incomplete data will be analyzed, and there is a possibility that correct analysis cannot be performed.

  Therefore, an object of the present invention is to provide a technique capable of grasping the quality of data indicating an action history in a Web site stored in a server.

  An analysis apparatus according to an aspect of the present invention shows a plurality of user terminals, a content providing apparatus that provides a content providing site to each of the plurality of user terminals, and action details in the content providing site from each of the plurality of user terminals. An analysis device in an access analysis system including a collection device that collects access information and stores it in a database, and an analysis device that analyzes the quality of access information stored in the database, from the content providing device to the content providing site Corresponds to at least the contract information of the user who has completed the predetermined contract among the access information stored in the database from the first collection unit that collects the contract information generated when the predetermined contract is completed and the collection device Contract information collected from the second collection unit that collects access information and the content providing device , By comparing the access information corresponding to the user's contract information predetermined contract has been completed collected from the collection device, having a comparison unit for calculating an index indicating the quality of the access information stored in the database.

  ADVANTAGE OF THE INVENTION According to this invention, the technique which can grasp | ascertain the quality of the data which show the action history in the web site accumulate | stored in the server can be provided.

It is a figure which shows the system configuration example of an action monitoring system. It is a figure which shows the hardware structural example. It is a sequence diagram which shows an example of the process sequence which an action monitoring system performs. It is a figure which shows the specific example of contract DB and access information DB. It is a figure for demonstrating the specific example of a comparison process. It is a figure which shows an example of the screen displayed on a management terminal.

  A preferred embodiment of the present invention will be described with reference to the accompanying drawings. In addition, in each figure, what attached | subjected the same code | symbol has the same or similar structure.

<System configuration>
FIG. 1 is a diagram illustrating a system configuration example of a behavior monitoring system. The behavior monitoring system according to the present embodiment provides a user terminal 10 used by a user who accesses the content providing server (content providing apparatus) 20 and a predetermined content providing site (for example, a travel reservation site) to the user terminal 10. The content providing server 20, the collection server (collecting device) 30 that collects information indicating the action history in the content providing site (hereinafter referred to as “access information”), and the quality of the access information collected by the collecting server 30 An analysis server (analysis apparatus) 40 for analyzing the information and a management terminal 50 for referring to an analysis result by the analysis server 40 are included. Although one user terminal 10 is illustrated in FIG. 1, a plurality of user terminals 10 may be included. Similarly, although one content providing server 20 is illustrated in FIG. 1, a plurality of content providing servers 20 may be included.

  The user terminal 10 is a terminal operated by a user, and is a terminal having a communication function such as a smartphone, a tablet terminal, a mobile phone, a personal computer (PC), a notebook PC, a personal digital assistant (PDA), and a home game machine. Any terminal can be used.

  The user terminal 10 includes a Web browser, and the Web browser displays a predetermined content on the screen of the user terminal 10 by accessing a content providing site provided by the content providing server 20. The HTML data of the content providing site provided by the content providing server 20 includes a script (for example, JavaScript (registered trademark)) for transmitting access information indicating the user's action history in the content providing site to the collection server 30. It has been incorporated. The access information includes various information such as the page name of the Web page, the character string displayed on the Web page, the item selected by the user, the character string input by the user, and the like. What access information is transmitted to the collection server 30 at what timing is defined by a script, and the Web browser transmits the access information to the collection server 30 by executing the script. .

  In addition, an application (for example, an application for making a travel reservation) for displaying a content providing site on the screen of the user terminal 10 may be installed in the user terminal 10. In this case, when the application accesses the content providing server 20, the content providing site is displayed on the screen of the user terminal 10. The application incorporates a program for transmitting access information to the collection server 30. What kind of access information is transmitted to the collection server 30 at what timing is all defined by the program. The program may be, for example, Adobe (registered trademark) Analytics SDK (Solution Development Kit) or Google (registered trademark) Analytics SDK.

  The user terminal 10 includes a communication unit 100, a UI (User Interface) unit 101, and a transmission unit 102. The communication unit 100 transmits / receives various data to / from the content providing server 20. The UI unit 101 is an application installed in, for example, a Web browser or the user terminal 10 and provides a function of accepting an operation from a user and a function of displaying a screen on a display. The transmission unit 102 is a function realized by a script executed on the Web browser or a function provided by an application installed in the user terminal 10, and transmits access information to the collection server 30.

  The content providing server 20 includes a content providing unit 200, a contract processing unit 201, and a database 202. In response to a request from the user terminal 10, the content providing unit 200 transmits data of a content providing site stored in a content DB (Database) 202a to the user terminal 10. The data of the content providing site is, for example, HTML data of a content providing site that provides a predetermined service, HTML data for displaying content on an application installed on the user terminal 10, or unique data that can be interpreted only by the application. Format data, etc.

  The contract processing unit 201 generates contract information and stores it in a contract DB (Database) 202b when a predetermined contract is completed on the content providing site. Specifically, the contract information includes an identifier for uniquely identifying the contract (hereinafter referred to as “contract ID”) and an identifier for identifying the user who has performed the contract (hereinafter “user ID”). And a time stamp when the contract is established.

  The collection server 30 includes a receiving unit 300, a storage unit 301, and a database 302. The receiving unit 300 receives access information transmitted from a script operating on the Web browser of the user terminal 10 or an application installed on the user terminal 10. The storage unit 301 stores the access information received by the receiving unit 300 in the access information DB 302a. The collection server 30 may be, for example, an Adobe (registered trademark) Analytics server or a Google (registered trademark) Analytics server.

  The analysis server 40 includes a collection unit 400, a comparison unit 401, a display unit 402, and a database 403. The collection unit 400 collects contract information stored in the contract DB 202b from the content providing server 20. Further, the collection unit 400 collects “access information corresponding to the contract information” of the user who has completed a predetermined contract at the content providing site, out of the access information stored in the access information DB 302a, from the collection server 30.

  The comparison unit 401 compares the contract information collected from the content providing server 20 with the “access information corresponding to the contract information” collected from the collection server 30 to thereby determine the quality of the access information stored in the access information DB 302a. The index shown is calculated and stored in the comparison result DB 403a. The index indicating the quality of the access information is, for example, the ratio of the number of contract information that matches the “access information corresponding to the contract information” collected from the collection server 30 among the contract information collected from the content providing server 20. It may be a value shown every predetermined period (for example, every day or every hour).

  The display unit 402 displays an index indicating the quality of the access information stored in the access information DB 302 a calculated by the comparison unit 401 on the screen of the management terminal 50.

  The management terminal 50 may be any terminal provided with a display, such as a smartphone, a tablet terminal, a mobile phone, a personal computer (PC), a notebook PC, a personal digital assistant (PDA), or a home game machine. . The management terminal 50 includes a communication unit 500 and a UI unit 501. The communication unit 500 exchanges various data with the analysis server 40. The UI unit 501 provides a function of accepting an operation from a user and a function of displaying a screen showing an analysis result by the analysis server 40 on a display.

<Hardware configuration>
FIG. 2 is a diagram illustrating a hardware configuration example of the user terminal 10, the content providing server 20, the collection server 30, the analysis server 40, and the management terminal 50. Each of the user terminal 10, the content providing server 20, the collection server 30, the analysis server 40, and the management terminal 50 includes a CPU (Central Processing Unit) 11, a storage device 12 such as a memory, and a communication IF (Interface) that performs wired or wireless communication. 13. An input device 14 that receives an input operation and an output device 15 that outputs information. The various functional units included in each of the user terminal 10, the content providing server 20, the collection server 30, the analysis server 40, and the management terminal 50 are realized by processing that the programs stored in the respective storage devices 12 cause each CPU 11 to execute. can do. The program can be stored in a non-temporary recording medium, for example.

  The content providing server 20, the collection server 30, and the analysis server 40 may be configured by one or a plurality of information processing devices, or may be configured by a cloud server or a virtual server. For example, the content providing server 20 includes a server that transmits content to the user terminal 10, a content generation server that generates content to be transmitted to the user according to user attributes, and contract information when a predetermined contract is completed. May be composed of a plurality of servers including a database server that manages the contract DB 202b that stores the contract DB 202b.

<Processing procedure>
FIG. 3 is a sequence diagram illustrating an example of a processing procedure performed by the behavior monitoring system. In the following description, it is assumed that the user terminal 10 accesses the content providing server 20 using a Web browser. Further, the content providing site provided by the content providing server 20 is a travel reservation site, and the user will be described assuming a situation in which a user makes a hotel reservation at the travel reservation site.

  First, the Web browser (UI unit 101) of the user terminal 10 transmits an HTTP request to a travel reservation site provided by the content providing server 20 (S101). The content providing unit 200 of the content providing server 20 transmits an HTTP response in response to the HTTP request to the user terminal 10 (S102). The HTTP response includes HTML data, CSS (Cascading Style Sheets), and a script.

  The Web browser collects various values or character strings included in the travel reservation site and various values or character strings input by the user at the travel reservation site by performing processing according to the script (S103).

  Subsequently, the Web browser transmits an HTTP request including access information collected according to the script description to the collection server 30 (S104). The storage unit 301 of the collection server 30 stores the access information received by the receiving unit 300 in the access information DB 302a (S105). When the collection server 30 stores the access information in the access information DB 302a, the collection server 30 transmits an HTTP response to the user terminal 10 (S106). The HTTP response includes, for example, a one-pixel image. The processing procedure from step S103 to step S106 is also called tracking.

  By repeating the processing procedure from step S101 to step S106, the user searches for an accommodation destination to be reserved. When the user finds an accommodation destination to be reserved, the user logs in to the travel reservation site using his / her member ID (user ID) and makes an accommodation reservation (contract) (S107). The Web browser of the user terminal 10 transmits an HTTP request for requesting confirmation of the accommodation reservation to the content providing server 20 (S108). The contract processing unit 201 of the content providing server 20 performs a process of confirming a reservation for the designated accommodation destination (S109). Specifically, the contract processing unit 201 pays out a contract ID when a reservation is confirmed, and stores contract information including the paid-out contract ID, member ID, and time stamp in the contract DB 202b.

  Subsequently, the content providing unit 200 of the content providing server 20 transmits an HTTP response to the user terminal 10 (S110). The HTTP response includes HTML data, CSS, and a script for rendering a reservation completion screen describing the contract ID and member ID on the Web browser.

  The Web browser collects various values or character strings (including the contract ID and member ID here) included in the reservation completion screen by performing processing according to the script (S111).

  Subsequently, the Web browser transmits an HTTP request including access information (including the contract ID and member ID) collected according to the script description to the collection server 30 (S112). The storage unit 301 of the collection server 30 stores the access information (including the contract ID and member ID) received by the receiving unit 300 in the access information DB 302a (S113). When the collection server 30 stores the access information in the access information DB 302a, the collection server 30 transmits an HTTP response to the user terminal 10 (S114).

  Here, a specific example of the contract DB 202b is shown in FIG. The “time stamp” stores the date and time when the accommodation reservation is confirmed. The “contract ID” stores the contract ID paid out by the contract processing unit 201 when the accommodation reservation is confirmed. The “member ID” stores the member ID (user ID) of the user who has made an accommodation reservation by logging in to the accommodation reservation site. The “number of people” and “accommodation destination” store the number of people staying and the name of the reserved hotel.

  Next, a specific example of the access information DB 302a is shown in FIG. Each time the collection server 30 receives an HTTP request including access information, the access information included in the HTTP request is recorded in the access information DB 302a one record at a time. “Record ID” indicates an ID for uniquely identifying a record of access information stored in the access information DB 302a. “VisitorID” stores an ID for uniquely identifying the Web browser that visited the travel reservation site. The “time stamp” stores either the date and time when the script transmits access information to the collection server 30 or the date and time when the collection server receives the access information. In the former case, the access information transmitted from the user terminal 10 to the collection server 30 includes a time stamp. In the latter case, the access information transmitted from the user terminal 10 to the collection server 30 does not include a time stamp, and the collection server 30 stores the date and time when the access information is received in the “time stamp”. The “contract ID” stores a contract ID paid out by the content providing server 20 when the accommodation reservation is confirmed. The “member ID” stores the member ID (user ID) of the user who has made an accommodation reservation by logging in to the accommodation reservation site. Description of other information not specifically mentioned is omitted.

  The access information DB 302a may further store information indicating the type of device that has accessed the content providing server 20. Examples of the device type include an application installed on a smartphone, a personal computer (using a Web browser), and a smartphone (using a Web browser). In this case, the comparison unit 401 may calculate an index indicating the quality of access information for each device type.

  In the example of FIG. 4A, “2017/09/08 17:10”, “101010”, and “a00001” are stored in “time stamp”, “contract ID”, and “member ID”, respectively. Yes. This indicates that in step S109 in FIG. 3, the user whose member ID is a00001 has confirmed the accommodation reservation at 17:10 on 2017/09/08, and 101010 has been paid out as the contract ID.

  In the example of FIG. 4B, the “time stamp”, “contract ID”, and “member ID” of the record with the record ID “7” are also “2017/09/08 17:10”, “ “101010” and “a00001” are stored. This is because the contract ID and the member ID included in the HTML data transmitted from the content providing server 20 to the user terminal 10 in the processing procedure of steps S110 to S112 in FIG. , Access information including “contract ID” and “member ID” is transmitted to the collection server 30. Returning to FIG. 3, the description will be continued.

  The collection unit 400 (first collection unit) of the analysis server 40 collects the contract information stored in the contract DB 202b from the content providing server 20 (S120). Subsequently, the collection unit 400 (second collection unit) performs a process of collecting access information corresponding to the contract information among the access information stored in the access information DB 302a from the collection server 30.

  Subsequently, the comparison unit 401 of the analysis server 40 provides the number of pieces of contract information that matches the “access information corresponding to the contract information” collected from the collection server 30 among the contract information collected from the content providing server 20. A value divided by the number of contract information collected from the server 20 is calculated as an index indicating the quality of the access information.

  A specific example will be described with reference to FIG. The left side of FIG. 5 shows an example of contract information collected from the content providing server 20 during a predetermined period (for example, 2017/09/08 17:00:00 to 17:59:59). The right side of FIG. 5 shows an example of access information corresponding to the contract information collected from the collection server 30 during the same predetermined period.

  In the example of FIG. 5, the records with the member ID and the contract ID “c00001” and “101012” existing in the left diagram, respectively, do not exist in the right diagram. This is recorded in the access information DB 302a when the communication state deteriorates at the timing when the user confirms the accommodation reservation, and the HTTP response in step S110 of FIG. 3 does not reach the user terminal 10 and is received. This indicates that the access information that should have been recorded was not recorded. In this way, in the example of FIG. 5, four out of the contract information (5) collected from the content providing server 20 match the access information corresponding to the contract information collected from the collection server 30. Therefore, the index indicating the quality of the access information in the predetermined period calculated by the comparison unit 401 is 80% (4/5). Returning to FIG. 3, the description will be continued.

  Subsequently, when access from the management terminal 50 is received, the display unit 402 of the analysis server 40 transmits screen data indicating an index indicating the quality of the access information in a predetermined period to the management terminal 50. FIG. 6 shows an example of a screen displayed on the management terminal 50. In the example of FIG. 6, for each of the websites A to E, a graph showing the change over time in the quality of access information on April 15 is displayed for each device type of the user terminal 10.

<Summary>
The embodiment has been described above. According to the present embodiment, in a predetermined period, the actual number of confirmed accommodation reservations (contracted) and the number of access information collected by the collection server 30 indicating that the accommodation reservation has been confirmed. By comparing, the index indicating the quality of the access information stored in the collection server 30 is calculated. This makes it possible to grasp the quality of access information during a predetermined period.

  For example, in a certain website, the quality index in the time zone other than 18:00 to 21:00 on April 15 is a normal value (for example, 95% or more), but the quality is only from 18:00 to 21:00. It is assumed that the index indicating is an abnormal value (for example, 70%). In this case, since the access information stored in the access information DB 302a of the collection server 30 at 18:00 to 21:00 on April 15 is often missing, the Web site administrator may have poor access information quality during the period. It is possible to judge that there is sex.

  In addition, when the administrator of the website analyzes the access information stored in the access information DB 302a in order to examine measures for increasing the conversion rate, for example, the period during which the quality of the access information may be bad It is possible to take measures such as excluding the access information accumulated on the above-mentioned April 15 from 18:00 to 21:00.

  The analysis server 40 calculates an index indicating the quality of the access information according to an analysis method incorporated in advance in a program executed by the analysis server 40. This makes it possible to ensure a constant processing speed while maintaining the accuracy of the calculated index.

  The embodiments described above are for facilitating the understanding of the present invention, and are not intended to limit the present invention. The flowcharts, sequences, and elements included in the embodiments, and the arrangement, materials, conditions, shapes, sizes, and the like included in the embodiments are not limited to those illustrated, but can be changed as appropriate. In addition, components shown in different embodiments can be partially replaced or combined.

  DESCRIPTION OF SYMBOLS 10 ... User terminal, 11 ... CPU, 11 ... CPU, 12 ... Storage device, 13 ... Communication IF, 14 ... Input device, 15 ... Output device, 20 ... Content providing server, 30 ... Collection server, 40 ... Analysis server, 50 ... management terminal, 100 ... communication unit, 101 ... UI unit, 102 ... transmission unit, 200 ... content providing unit, 201 ... contract processing unit, 202 ... database, 202a ... content DB, 202b ... contract DB, 300 ... receiving unit, 301 ... Storage unit 302 ... Database 302a ... Access information DB 400 ... Collection unit 401 ... Comparison unit 402 ... Display unit 403 ... Database 403a ... Comparison result DB 500 ... Communication unit 501 ... UI unit

Claims (5)

A plurality of user terminals, a content providing device that provides a content providing site to each of the plurality of user terminals, and access information indicating action details on the content providing site from each of the plurality of user terminals is collected into a database. The analysis device in an access analysis system comprising: a collection device for storing; and an analysis device for analyzing the quality of access information stored in the database,
A first collection unit for collecting contract information generated when a predetermined contract is completed on the content providing site from the content providing device;
A second collection unit for collecting, from the collection device, access information corresponding to contract information of a user who has completed the predetermined contract among access information stored in the database;
The quality of the access information stored in the database by comparing the contract information collected from the content providing apparatus with the access information corresponding to the contract information of the user who has completed the predetermined contract collected from the collection apparatus A comparison unit for calculating an index indicating
Analytical apparatus having The comparison unit calculates the number of pieces of contract information that matches the access information corresponding to the contract information of the user who has completed the predetermined contract collected from the collection apparatus, out of the contract information collected from the content providing apparatus. By calculating the index indicating the quality of the access information by dividing by the number of contract information collected from the providing device,
The analyzer according to claim 1. The contract information includes a contract ID paid out when the predetermined contract is completed and a user ID of a user who has performed the predetermined contract.
The analyzer according to claim 1 or 2. A plurality of user terminals, a content providing device that provides a content providing site to each of the plurality of user terminals, and access information indicating action details on the content providing site from each of the plurality of user terminals is collected into a database. An analysis method performed by the analysis device in an access analysis system including a collection device for storing and an analysis device for analyzing the quality of access information stored in the database,
Collecting contract information generated when a predetermined contract is completed on the content providing site from the content providing apparatus;
Collecting access information corresponding to the contract information of at least the user who has completed the predetermined contract out of the access information stored in the database from the collection device;
The quality of the access information stored in the database by comparing the contract information collected from the content providing apparatus with the access information corresponding to the contract information of the user who has completed the predetermined contract collected from the collection apparatus Calculating an index indicating
Analysis method. A plurality of user terminals, a content providing device that provides a content providing site to each of the plurality of user terminals, and access information indicating action details on the content providing site from each of the plurality of user terminals is collected into a database. In an access analysis system including a collection device for storing and an analysis device for analyzing the quality of access information stored in the database, a program for causing a computer to execute as the collection device,
In the computer,
Collecting contract information generated when a predetermined contract is completed on the content providing site from the content providing apparatus;
Collecting access information corresponding to the contract information of at least the user who has completed the predetermined contract out of the access information stored in the database from the collection device;
The quality of the access information stored in the database by comparing the contract information collected from the content providing apparatus with the access information corresponding to the contract information of the user who has completed the predetermined contract collected from the collection apparatus Calculating an index indicating
A program for running

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