JP2020004050A - server - Google Patents

Abstract

To visualize contribution of advertisements and content against purchases.SOLUTION: A server comprises: means for accepting a global ID for identifying a device or a browser, and a resource ID for identifying a resource displayed by the device or browser, over a network; means for associating a resource for advertisement-related with a resource for purchase-related on the basis of the global ID; and means for registering the association between the resource for advertisement-related and the resource for purchase-related in a retaining section.SELECTED DRAWING: Figure 1

Description

  The present invention relates to a server that processes network-related information.

  Many companies, mainly in the manufacturing industry, have owned media for introducing their products (for example, see Non-Patent Document 1). Owned Media means the media owned by the company, for example, a homepage, a blog, a web magazine, and the like. Companies provide and brand information about products through owned media. In addition, companies are conducting advertising activities to widely promote products through web advertisements such as search advertisements and targeting advertisements. The ideal that companies expect is that the user who touched the web advertisement became interested in the product, gained knowledge about the product on owned media, increased their willingness to purchase, and purchased the product at EC sites and stores This is one of the typical scenarios.

http://www.nri-digital.jp/, searched on June 14, 2018 https://en.wikipedia.org/wiki/HTTP_cookie, searched June 11, 2018 http://www.dsri.jp/jan/about_jan.html, searched on June 12, 2018

  Companies have limited advertising budgets and need to optimize owned media and web advertising. The return on investment is often used as an index for optimization. However, at present, evaluation of an owned media or a web advertisement alone can be performed by an impression, a click, a page view, or the like, but it cannot be tracked whether or not the purchase has finally been completed. Therefore, it is difficult to precisely examine the return on investment.

  The present invention has been made in view of such a problem, and an object of the present invention is to provide a technology capable of visualizing the contribution of an advertisement or content to purchase.

  One embodiment of the present invention relates to a server. This server receives, via a network, a global ID for specifying a device or a browser and a resource ID for specifying a resource displayed by the device or the browser, and, based on the global ID, advertisement-related resources. There is provided a means for associating the purchase-related resource with the purchase-related resource, and a means for registering the correspondence between the advertisement-related resource and the purchase-related resource in the holding unit.

  It should be noted that any combination of the above-described components, and any replacement of the components and expressions of the present invention between an apparatus, a method, a system, a computer program, a recording medium storing a computer program, and the like are also included in the present invention. This is effective as an embodiment.

  According to the present invention, it is possible to visualize the contribution of advertisements and contents to purchase.

It is a schematic diagram which shows the outline | summary of the user activity unification management service which concerns on embodiment. It is a schematic diagram which shows an example of the flow until a user contacts an advertisement, browses a content, and purchases a product. FIG. 9 is a schematic diagram illustrating another example of the flow from when a user contacts an advertisement, browses content, and purchases a product. FIG. 1 is a schematic diagram illustrating a configuration of a unified user activity management system according to an embodiment. FIG. 5 is a hardware configuration diagram of the support server of FIG. 4. FIG. 5 is a block diagram illustrating functions and configurations of the support server of FIG. 4. FIG. 7 is a data structure diagram illustrating an example of an advertisement display holding unit in FIG. 6. FIG. 7 is a data structure diagram illustrating an example of a content display holding unit in FIG. 6. FIG. 7 is a data structure diagram illustrating an example of a purchase activity holding unit in FIG. 6. FIG. 7 is a data structure diagram illustrating an example of a product information holding unit in FIG. 6. FIG. 7 is a data structure diagram illustrating an example of a global holding unit in FIG. 6. FIG. 7 is a data structure diagram illustrating an example of a segment holding unit in FIG. 6. FIG. 7 is a data structure diagram illustrating an example of a user information holding unit in FIG. 6. It is a typical screen figure of the sales contribution visualization screen displayed on the display of a maker terminal. It is a typical screen figure of another sales contribution visualization screen displayed on the display of a maker terminal. It is a typical screen figure of the direct mail distribution screen displayed on the display of a maker terminal. It is a schematic diagram which shows the transition of the screen in an EC site. It is a chart which shows the flow of the processing which distributes a real-time coupon. 5 is a flowchart illustrating a flow of a series of processes in the support server of FIG. 4.

  Hereinafter, the same or equivalent components, members, and processes illustrated in each drawing are denoted by the same reference numerals, and the repeated description will be omitted as appropriate. In each drawing, some of the members that are not important for the description are omitted.

  FIG. 1 is a schematic diagram illustrating an outline of a user activity unified management service according to an embodiment. In this service, a global ID, which is a global ID that can uniquely identify the user 2 over a plurality of domains, is assigned to the user 2 (a terminal or a browser used by the user 2). The service side incorporates a 3rd Party Cookie tag for transmitting the global_id to the support server 100 in the display advertisement 4, the content providing site, and the EC (E-Commerce) sites 10a and 10b. 3rd Party Cookie is a well-known technique described in detail in Non-Patent Document 2, for example, and thus description thereof is omitted in this specification.

  The display advertisement 4 is, for example, an advertisement placed in a search-linked advertisement, an advertisement placed in an advertisement space of a video providing service, an advertisement placed in an advertisement space of a portal site, and an advertisement space of the EC sites 10a and 10b. Includes ads placed and banner ads pasted on websites.

  When the display advertisement 4 is provided to the user 2 on the web, the global_id of the user 2 and the provided advertisement are associated with each other and transmitted to the support server 100 by the action of the tag. When the user 2 accesses a content providing site such as a company owned media 6 (homepage or the like) or a device introduction / function detail site 8 through a link of an advertisement or the like, the global_id of the user 2 and the user 2 is transmitted to the support server 100 in association with the contents browsed. When the user 2 selects one of the plurality of EC sites 10a and 10b and purchases a product there, the action of the tag associates the global_id of the user 2 with the purchase information that the user has purchased the product at the selected EC site. And transmitted to the support server 100.

  The support server 100 associates the advertisement provided to the user 2 with the content browsed by the user 2 and the purchase information of the user 2 using the global_id as a key, and registers the correspondence in a global holding unit (described later). I do. By referring to the global holding unit, the service side can grasp the history of the contact with the advertisement and the content browsing until the user 2 purchases the product. In particular, the support server 100 visualizes the contribution of the digital measures such as the display advertisement 4 and the provision of the content to the sales. For example, the support server 100 refers to the global holding unit and specifies an advertisement and a content associated with the purchase of a product as media that have affected the purchase of the product. The support server 100 presents, to the marketer 12 of the product maker, which advertisement and which content has affected the purchase of which product by using a table or a graph 14. Thereby, the person in charge 12 can evaluate the advertisement effect for each line item, evaluate the advertisement effect for each page or content, and evaluate the advertisement effect for each advertisement placement medium and each surface.

  FIG. 2 is a schematic diagram illustrating an example of a flow from when the user 2 contacts an advertisement, browses a content, and purchases a product. User 2 searched for “camera” using the search service, and at that time, an advertisement 16 of the camera model A was displayed as a search-linked advertisement. User 2 was interested in advertisement 16 and clicked on advertisement 16. By the action of the tag incorporated in the advertisement 16, the browser of the terminal of the user 2 transmits the global_id of the user 2, the advertisement ID specifying the advertisement 16, and the URL of the search service to the support server 100.

  The URL (Uniform Resource Locator) is a formal symbol sequence for specifying a resource (resource) on the network 56. Resources provided in Internet applications such as WWW are specified mainly by indicating their locations. The resources include data and services (for example, web pages) on the network 56.

  By clicking on the advertisement 16, the function detail site 18 of the camera model A is presented to the user 2. The user 2 confirms the details of the model A on the function detail site 18 and firmly confirms the purchase. Here, the browser of the terminal of the user 2 transmits the global_id of the user 2 and the URL of the function detail site 18 to the support server 100 by the action of the tag incorporated in the function detail site 18.

  User 2 has moved to the e-commerce site 20 which is a frequently used EC site. The user 2 has designated the model A as a purchase target on the Commerce site 20. Then, the purchase screen 22 of the model A was provided to the user 2. The user 2 purchased the model A by clicking a purchase button on the purchase screen 22. At this time, the browser of the terminal of the user 2 transmits the global_id of the user 2 and the URL of the purchase screen 22 to the support server 100 by the action of the tag incorporated in the purchase screen 22.

  Using the global_id as a key, the support server 100 displays that the advertisement 16 is displayed in the search-linked advertisement of the search service, that the function detail site 18 has been viewed, and that the purchase has been made on the purchase screen 22 of Commerce. And are associated. Thereby, it is possible to grasp that the advertisement 16 displayed by the search-linked advertisement and the content of the function detail site 18 contribute to the purchase of the model A via the purchase screen 22 of the user commerce. it can.

  FIG. 3 is a schematic diagram illustrating another example of the flow from when the user 2 contacts an advertisement, browses content, and purchases a product. 2 is the same as the example of FIG. 2 up to the point where the function detail site 18 of the camera model A is presented to the user 2 by clicking the advertisement 16. The user 2 confirms the details of the model A on the function detail site 18 and determines that it is not what he wants. Therefore, the user 2 checked the details of the model B by browsing the function detail site 24 of the model B of the camera sold by the same company. Here, the browser of the terminal of the user 2 transmits the global_id of the user 2 and the URL of the function detail site 24 to the support server 100 by the action of the tag incorporated in the function detail site 24.

  User 2 has moved to the e-commerce site 20 which is a frequently used EC site. However, User 2 was not satisfied with the price of Model B presented by Commerce. Therefore, the user 2 has moved to the site 26 of the commerce. Since the user 2 was satisfied with the price of the model B presented by the D-commerce, the user 2 specified the model B as a purchase target on the D-commerce site 26. Then, the purchase screen 28 of the model B was provided to the user 2. The user 2 purchases the model B by clicking the purchase button on the purchase screen 28. Here, the browser of the terminal of the user 2 transmits the global_id of the user 2 and the URL of the purchase screen 28 to the support server 100 by the action of the tag incorporated in the purchase screen 28. A pair of global_id and a URL is similarly reported to the support server 100 for the e-commerce site 20 and the d-commerce site 26.

  In the example of FIG. 3, the search service displaying the advertisement 16, the function detail site 18 of the model A, the function detail site 24 of the model B, the site 20 of the e-commerce, the site 26 of the d-commerce, and the purchase screen 28 And are associated with the same global_id. However, for example, the purchase screen 28 relates to the purchase of the model B, and the function detail site 18 relates to the detailed description of the model A, and it is hard to say that both are directly related.

  Therefore, the support server 100 further narrows down advertisements and contents that have contributed to the purchase by identifying the purchased product on the purchase screen 28. The support server 100 acquires the purchase screen 28 based on the URL of the purchase screen 28, and extracts the image 30 of the model B included in the purchase screen 28. The support server 100 calculates the feature amount of the extracted image 30. Similarly, the support server 100 acquires the advertisement 16, the function detail site 18 of the model A, and the function detail site 24 of the model B, and extracts the images 32, 34, and 36 from each. The support server 100 calculates the feature amount of each of the extracted images 32, 34, and 36. The support server 100 compares the feature amounts of the extracted images 32, 34, and 36 with the feature amounts of the model B image 30 included in the purchase screen 28. The support server 100 determines that the feature amount of the image 30 of the model B included in the purchase screen 28 matches or corresponds to the feature amount of the image 36 of the function detail site 24, and uses the function detail site 24 to purchase the model B. Identify as contributing content. The support server 100 determines that the contribution to the purchase of the model B is relatively small or not for the advertisement 16 having the images 32 and 34 whose feature amounts do not match and the function detail site 18.

  The support server 100 recognizes that the special commerce site 20 and the special commerce site 26 are displayed between the display time of the function detail site 24 and the display time of the purchase screen 28. In this case, the support server 100 recognizes that the commerce is selected after comparing the commerce and the commerce. The support server 100 specifies the commerce site 26 as a site that has contributed to the purchase of the model B.

  In this way, even if the specific accuracy of the advertisement or content that contributed to the purchase decreases with the global_id alone, the additional information such as the image of the site can be used in conjunction with the global_id to Can be specified relatively accurately.

  FIG. 4 is a schematic diagram illustrating a configuration of the unified user activity management system 50 according to the embodiment. The user activity unified management system 50 implements the above-described user activity unified management service. The unified user activity management system 50 includes an EC server 52 for providing an EC site, a maker server 54 for managing information possessed by a maker 66, a user terminal 58 used by a user 62, and a maker used by a maker representative 64. A terminal 60 and a support server 100 are provided. The EC server 52, the support server 100, the maker server 54, the maker terminal 60, and the user terminal 58 are communicably connected via a network 56 such as the Internet.

  The user terminal 58 and the maker terminal 60 may be mobile terminals such as a smartphone, a tablet terminal, and a laptop PC, or may be stationary terminals such as a desktop PC.

  An EC site or purchase screen provided from the EC server 52 to the user terminal 58, a content screen provided from the maker server 54 to the user terminal 58, and an advertisement provided to the user terminal 58 from a search service server (not shown). Has the tag described above embedded therein. When the browser of the user terminal 58 reads this tag, the browser transmits the global_id held in the user terminal 58 and the URL of the site being viewed (and the advertisement ID if an advertisement) to the support server 100.

  FIG. 5 is a hardware configuration diagram of the support server 100 of FIG. The EC server 52, the maker server 54, the user terminal 58, and the maker terminal 60 may have the same hardware configuration as the hardware configuration of the support server 100 shown in FIG. The support server 100 includes a memory 102, a processor 104, a communication interface 106, a display 108, and an input interface 110. These elements are each connected to a bus 112 and communicate with each other via the bus 112.

  The memory 102 is a storage area for storing data and programs. The data and the program may be permanently stored in the memory 102 or may be temporarily stored. The processor 104 realizes various functions in the support server 100 by executing a program stored in the memory 102. The communication interface 106 is an interface for transmitting and receiving data to and from the outside of the support server 100. For example, communication interface 106 includes an interface for accessing network 56. The display 108 is a device for displaying various information, and is, for example, a liquid crystal display or an organic EL (Electroluminescence) display. The input interface 110 is a device for receiving an input from a user. The input interface 110 includes, for example, a mouse, a keyboard, and a touch panel provided on the display 108.

  FIG. 6 is a block diagram illustrating functions and configurations of the support server 100 of FIG. Each block shown here can be realized by hardware such as a computer CPU and other elements and mechanical devices, and can be realized by a computer program and the like in software. The functional blocks are drawn. Therefore, it will be understood by those skilled in the art referred to in this specification that these functional blocks can be realized in various forms by a combination of hardware and software.

  The support server 100 includes an advertisement display holding unit 114, a content display holding unit 116, a purchasing activity holding unit 118, a product information holding unit 120, a global holding unit 122, a segment holding unit 124, and a user information holding unit 126. Cookie information receiving unit 128, image analyzing unit 130, matching unit 132, evaluating unit 134, segmenting unit 136, CRM (Customer Relationship Management) unit 138, advertisement optimizing unit 140 And

  FIG. 7 is a data structure diagram showing an example of the advertisement display holding unit 114 of FIG. The advertisement display holding unit 114 holds information of an advertisement displayed by the browser of the user terminal 58. The advertisement display holding unit 114 includes a global_id specifying the user terminal 58 or its browser, an advertisement ID specifying the advertisement displayed by the browser, a URL of a site including the advertisement, a type of the site, and a target of the advertisement (for example, A JAN code which is an identifier for specifying the product, a feature amount of the image obtained by analyzing the image shown in the advertisement, a time when the advertisement is displayed, and whether or not the advertisement is selected. It is held in association. The JAN code is a common merchandise identification number indicating which merchant belongs to which merchant (for example, see Non-Patent Document 3). Whether the advertisement is selected or not is, for example, an identifier that is “present” when the advertisement is clicked or tapped, and is “absent” otherwise. Alternatively or additionally, the presence or absence of mouse-over may be registered.

  FIG. 8 is a data structure diagram showing an example of the content display holding unit 116 of FIG. The content display holding unit 116 holds the information of the content providing site displayed by the browser of the user terminal 58. The content display holding unit 116 displays the global_id, the URL of the content providing site displayed by the browser specified by global_id, a description of the content providing site, a JAN code for specifying the target of the content providing site, and The feature amount of the image obtained as a result of analyzing the image and the time at which the content providing site is displayed are stored in association with each other.

  FIG. 9 is a data structure diagram showing an example of the purchase activity holding unit 118 of FIG. The purchase activity holding unit 118 holds information on an EC site (for example, a top page or a purchase screen) displayed by the browser of the user terminal 58. The purchasing activity holding unit 118 displays the global_id, the URL of the EC site displayed by the browser specified by the global_id, the description of the EC site, the JAN code for specifying the product sold on the EC site, and the information displayed on the EC site. The feature amount of the image obtained as a result of analyzing the image to be analyzed, the time at which the EC site is displayed, and whether or not the EC site has been purchased are stored in association with each other.

  FIG. 10 is a data structure diagram illustrating an example of the product information holding unit 120 in FIG. The product information holding unit 120 holds a product ID for specifying a product, a feature amount of a product image, a JAN code of the product, and a product name in association with each other. The support server 100 may receive, from the maker server 54, information to be registered in the product information holding unit 120.

FIG. 11 is a data structure diagram showing an example of the global holding unit 122 in FIG. The global holding unit 122 holds the result of matching advertisement, content, and purchase with global_id as a key. The global holding unit 122
(1) global_id and
(2) Product ID,
(3) an advertisement ID, which is displayed by the browser specified by global_id and specifies an advertisement of the product specified by the product ID,
(4) URL of a search site or the like including display of an advertisement;
(5) When an advertisement is selected by the user 62, a URL of a search site or the like including the display of the selected advertisement;
(6) The URL of the content providing site related to the product specified by the product ID displayed by the browser specified by global_id,
(7) the URL of the purchase screen for purchasing the product specified by the product ID, displayed by the browser specified by global_id,
Are stored in association with each other.

  FIG. 12 is a data structure diagram showing an example of the segment holding unit 124 of FIG. The segment holding unit 124 holds the result of segmenting the user 62 based on the information accumulated in the global holding unit 122. The segment holding unit 124 holds a segment ID for specifying a segment, a criterion for determining whether the segment belongs to the segment, and a global_id belonging to the segment in association with each other.

  FIG. 13 is a data structure diagram showing an example of the user information holding unit 126 of FIG. When the user 62 is a member of the EC site, the user information holding unit 126 includes a member ID of the user, a global_id for specifying a browser of the user terminal 58 of the user 62, an age, a gender, an address as attributes of the user 62, The purchase history of the user 62, the browsing history of the user 62, and the mail address of the user 62 are stored in association with each other. The support server 100 may receive provision of information to be registered in the user information holding unit 126 from the EC server 52. For example, when the user 62 logs in to the EC site, the browser of the user terminal 58 associates the global_id with the member ID and associates the global_id with the member ID. This is done by sending.

  Returning to FIG. 6, the Cookie information receiving unit 128 receives Cookie information transmitted by the browser of the user terminal 58 via the network 56. The Cookie information includes the global_id of the browser, the URL of the site displayed by the browser, and additional information. The additional information includes information indicating whether the site is an advertisement-related site, a content-related site, or a purchase-related site. This additional information may be embedded in tags embedded on the site. Upon receiving the combination of the global_id, the URL of the site, and the additional information, the Cookie information receiving unit 128 determines the type of the site, that is, whether it is advertisement-related, content-related, or purchase-related by referring to the additional information. I do. The Cookie information receiving unit 128 stores the received set of global_id and URL in the advertisement display holding unit 114 if it is related to advertisement, the content display holding unit 116 if it is related to content, and the purchasing activity holding unit if it is related to purchase. At 118, it registers.

  In addition to or instead of including the type of site in the additional information, the cookie information receiving unit 128 may determine the type of site by analyzing the domain to which the site belongs and the URL itself of the site. For example, the cookie information receiving unit 128 may determine that the domain is related to an advertisement if the domain is for a search service, the content is related to a specific manufacturing and sales company, and the purchase related if the domain is for an EC service. Good. For this determination, the cookie information receiving unit 128 may have a predetermined look-up table. Alternatively, the Cookie information receiving unit 128 may obtain the site specified by the received URL, and determine the type of the site by analyzing the obtained site.

  The additional information corresponding to the advertisement-related site includes an advertisement ID identifying the displayed advertisement. Additional information corresponding to the advertisement-related site may optionally include the type of site where the advertisement was displayed, the JAN code identifying the target of the advertisement, the time the advertisement was displayed, and whether the advertisement was selected by user 62. May be included. Whether or not the additional information includes these optional information depends on the content of the tag embedded in the advertisement-related site. When it is determined that the site is an advertisement-related site, the Cookie information reception unit 128 registers the advertisement ID and option information in addition to the received set of global_id and URL in the advertisement display holding unit 114.

  The additional information corresponding to the content-related site may optionally include a description of the content providing site, a JAN code identifying a product described in the content providing site, and a time at which the content providing site was displayed. Good. Whether or not the additional information includes these optional information depends on the content of the tag incorporated in the content-related site. If it is determined that the site is a content-related site, the cookie information receiving unit 128 registers optional information in the content display holding unit 116 in addition to the received set of global_id and URL.

  Additional information corresponding to the purchase-related site may optionally include a description of the EC site, a JAN code identifying a product available for purchase on the EC site, a time at which the EC site was displayed, and a purchase of the product on the EC site. Or not. Whether or not the additional information includes these optional information depends on the contents of the tag incorporated in the purchase-related site. If it is determined that the site is a purchase-related site, the Cookie information receiving unit 128 registers option information in the purchasing activity holding unit 118 in addition to the received set of global_id and URL.

  The image analysis unit 130 refers to the advertisement display holding unit 114, and acquires the advertisement specified by the advertisement ID stored therein. The image analysis unit 130 extracts a product image from the acquired advertisement. The image analysis unit 130 calculates a feature amount of the extracted image. The image analysis unit 130 registers the calculated feature amount in the advertisement display holding unit 114 in association with the advertisement ID of the previously acquired advertisement. When a plurality of images of a plurality of products are extracted, the image analysis unit 130 calculates a feature amount for each of the extracted images. The calculation of the feature amount of the image may be realized by using a known image processing technique, and may be performed by, for example, extracting a region of a product from the image and digitizing the extracted region.

  The image analysis unit 130 refers to the content display holding unit 116 and acquires a content providing site specified by the URL held therein. The image analysis unit 130 extracts a product image from the acquired content providing site. The image analysis unit 130 calculates a feature amount of the extracted image. The image analysis unit 130 registers the calculated feature amount in the content display holding unit 116 in association with the URL of the content providing site acquired earlier. When a plurality of images of a plurality of products are extracted, the image analysis unit 130 calculates a feature amount for each of the extracted images.

  The image analysis unit 130 refers to the purchase activity holding unit 118 and acquires the EC site specified by the URL held therein. The image analysis unit 130 extracts a product image from the acquired EC site. The image analysis unit 130 calculates a feature amount of the extracted image. The image analysis unit 130 registers the calculated feature amount in the purchase activity holding unit 118 in association with the URL of the EC site acquired earlier. When a plurality of images of a plurality of products are extracted, the image analysis unit 130 calculates a feature amount for each of the extracted images.

  The matching unit 132 associates an advertisement-related site, a content-related site, and a purchase-related site with each other based on global_id and a feature amount or a JAN code capable of specifying an advertisement or purchase target. The matching unit 132 registers in the global holding unit 122 the correspondence between the advertisement-related site, the content-related site, and the purchase-related site. From the advertisement display holding unit 114, the content display holding unit 116, and the purchasing activity holding unit 118, the matching unit 132 sends the URL of the advertisement-related site and the advertisement ID corresponding to the same global_id, the URL of the content-related site, and the purchase-related site. Is extracted. The matching unit 132 registers the extracted URLs and advertisement IDs in the global holding unit 122 in association with the global_id. At this time, if the presence or absence of the selection of the advertisement is “present”, the URL of the advertisement-related site extracted in both the advertisement display URL and the advertisement selection URL is registered. Otherwise, the URL is set only in the advertisement display URL. Register

  When a plurality of advertisement IDs are extracted for the same global_id, the matching unit 132 refers to the purchase activity holding unit 118 and specifies a feature amount corresponding to the URL of the extracted purchase-related site. The matching unit 132 refers to the advertisement display holding unit 114, and selects, from the plurality of advertisement IDs extracted for the same global_id, an advertisement ID whose feature amount matches the specified feature amount or corresponds to the identified feature amount. The matching unit 132 registers the selected advertisement ID in the global holding unit 122 in association with the global_id.

  When URLs of a plurality of content-related sites are extracted for the same global_id, the matching unit 132 refers to the purchase activity holding unit 118 and specifies a feature amount corresponding to the extracted URL of the purchase-related site. . The matching unit 132 refers to the content display holding unit 116, and among the URLs of the plurality of content-related sites extracted for the same global_id, the content-related content corresponding to the identified feature-value or corresponding to the specified feature-value. Select the site URL. The matching unit 132 registers the URL of the selected content-related site in the global holding unit 122 in association with the global_id.

  The processing in the abutting section 132 will be described with reference to the examples of FIGS. The matching unit 132 sends the advertisement ID “mdlA001”, the URL “www.xxx.com”, and “www.www.xxx.com” corresponding to the same global_id “AAAA” from the advertisement display holding unit 114, the content display holding unit 116, and the purchasing activity holding unit 118. kouotsu.com '', `` www.kouotsu.com/modelA '', `` www.kouotsu.com/modelB '', `` www.hcommerce.com '', `` www.hcommerce.com/modelA '', `` www.hcommerce.com/ modelB ”is extracted. The matching unit 132 refers to the purchasing activity holding unit 118 and specifies the feature amounts “x” and “r” corresponding to “www.hcommerce.com/modelA” and “www.hcommerce.com/modelB”, respectively. .

  The matching unit 132 refers to the content display holding unit 116 and selects a URL “www.kouotsu.com” or “www.kouotsu.com/modelA” having a feature amount that matches the specified feature amount “x”. . The matching unit 132 refers to the product information holding unit 120 and specifies the JAN code “568xxyyyyzzzz” and the product ID “modelA” corresponding to the specified feature amount “x”. The matching unit 132 refers to the advertisement display holding unit 114 and determines that the JAN code “568xxyyyyzzzz” corresponding to the advertisement ID “mdlA001” matches the JAN code “568xxyyyyzzzz” corresponding to the feature amount “x”. The matching unit 132 recognizes that the presence or absence of the selection corresponding to the advertisement ID “mdlA001” is “Yes”.

  Finally, the matching unit 132 determines the global_id “AAAA”, the product ID “modelA” corresponding to the feature quantity “x”, the advertisement ID “mdlA001”, the advertisement display URL “www.xxx.com”, and the advertisement Select URL “www.xxx.com”, content URL “www.kouotsu.com”, “www.kouotsu.com/modelA” and purchase URL “www.hcommerce.com”, “www.hcommerce.com/modelA” And is registered in the global holding unit 122 in association with each other.

  The matching unit 132 refers to the product information storage unit 120 and specifies another feature amount “y” corresponding to the specified feature amount “r”, a JAN code “5551zzzzzzzzz”, and a product ID “modelB”. The matching unit 132 refers to the content display holding unit 116 and refers to the URL “www.kouotsu.com” or “www.kouotsu.com/modelB” having the feature amount “y” corresponding to the specified feature amount “r”. Select Finally, the abutting unit 132 determines the global_id “AAAA”, the product ID “modelB” corresponding to the feature amount “r”, the content URL “www.kouotsu.com”, and “www.kouotsu.com/modelB”. And the purchase URLs “www.hcommerce.com” and “www.hcommerce.com/modelB” are registered in the global holding unit 122 in association with each other.

  The evaluation unit 134 refers to the global storage unit 122 and performs a process for enabling evaluation of the relevance between the advertisement and the purchase. The evaluation unit 134 performs statistical processing on the data stored in the global storage unit 122 in response to a request from the maker terminal 60 or a request from the EC server 52, and returns the result to the maker terminal 60 or the EC server 52. The evaluation unit 134 uses, for example, a screen that refers to the global holding unit 122, based on the data integrated in the global holding unit 122, based on the data of various advertisements (for example, the number of purchases and the number of display times) and a creative with a high advertising effect. , Media, distribution surface, etc. may be displayed together with the effect. The evaluation unit 134 may propose an optimal distribution of the advertising expenses, and may calculate a trial result of the distribution.

  FIG. 14 is a representative screen diagram of the sales contribution visualization screen 150 displayed on the display of the maker terminal 60. The evaluation unit 134 refers to the global holding unit 122 and calculates the number of purchases per advertisement / content for a certain product. For example, the evaluation unit 134 calculates the number of entries corresponding to a certain product ID and a certain advertisement ID in the global holding unit 122 as the number of purchases of the product corresponding to the advertisement. Further, the evaluation unit 134 calculates the number of entries corresponding to a certain product ID and a certain content URL in the global holding unit 122 as the number of purchases corresponding to the content for the product. In the example of FIG. 11, it is determined that the purchase has occurred when the purchase screen is displayed. Alternatively, the purchase may be determined by referring to whether the purchase has been made in the purchase activity holding unit 118. May be determined.

  The evaluation unit 134 generates a sales contribution visualization screen 150 based on the calculated number of purchases, and transmits the screen 150 to the maker terminal 60 via the network 56. The maker terminal 60 displays the received sales contribution visualization screen 150 on the display. The sales contribution visualization screen 150 has a bar graph in which the horizontal axis indicates the advertisement / content and the vertical axis indicates the number of purchased products, and is configured to be able to select a product to be displayed.

  FIG. 15 is a representative screen diagram of another sales contribution visualization screen 152 displayed on the display of the maker terminal 60. The evaluation unit 134 refers to the global holding unit 122 and calculates the number of purchases of a certain product for each EC site of a home electronics retail store. For example, the evaluation unit 134 calculates the number of entries corresponding to a certain product ID and a certain purchase URL domain in the global storage unit 122 as the number of purchases corresponding to a home appliance mass retailer who owns the domain for the product. I do. The evaluation unit 134 generates another sales contribution visualization screen 152 based on the calculated number of purchases, and transmits it to the maker terminal 60 via the network 56. The maker terminal 60 displays another received sales contribution visualization screen 152 on the display. Another sales contribution visualization screen 152 has a bar graph in which the horizontal axis indicates a home appliance mass retailer and the vertical axis indicates the number of purchased products, and is configured to be able to select a product to be displayed.

  Referring back to FIG. 3, the segmenting unit 136 segments the global_id held in the global holding unit 122, and registers the result in the segment holding unit 124. The segmentation unit 136 refers to the global holding unit 122 and analyzes the flow from contact with the advertisement to browsing through the content to purchase, so that the hobby of the global_id (the user using the browser specified by the Identify preferences. For example, if a sale advertisement often leads to purchase for a certain global_id, “like sale” can be set as the preference of the global_id. In addition, by collecting statistics of a set of a global_id and a product ID, it can be found that a certain global_id, for example, tends to purchase a camera repeatedly. In this case, “camera lover” can be set as a hobby of the global_id.

  The segmenting unit 136 segments the global_id according to the specified hobby / taste. For example, the segmentation unit 136 sets “like sale” as a segmentation criterion, and extracts a global_id having a preference of “like sale” from the global holding unit 122. The segmentation unit 136 registers the extracted global_id in the segment holding unit 124 in association with the segmentation criterion “I like sale”.

  The segmenting unit 136 segments the global_id held in the global holding unit 122 by the attribute of the user by referring to the user information holding unit 126. For example, the segmentation unit 136 sets “age: 20s, purchase of product A” as a segmentation criterion, and of the global_id that purchased product A, stores the global_id corresponding to “age: 20s” in the global holding unit. Extracted from 122. The age of the global_id can be specified by referring to the user information holding unit 126. The segmenting unit 136 registers the extracted global_id in the segment holding unit 124 in association with the segmentation criterion “age: 20s, purchase of product A”.

  The CRM unit 138 uses the segment holding unit 124 to support the CRM policy of the owner of the EC site or the manufacturer. The CRM unit 138 executes a CRM process based on the data stored in the global storage unit 122 and the segment storage unit 124 in response to a request from the maker terminal 60 or a request from the EC server 52.

  FIG. 16 is a representative screen diagram of the direct mail distribution screen 154 displayed on the display of the maker terminal 60. When the maker representative 64 clicks on a home appliance mass retailer (for example, company Z) on another sales contribution visualization screen 152 in FIG. 15, a direct mail distribution screen 154 in FIG. 16 is displayed. The direct mail distribution screen 154 displays a user who has purchased a certain product on an EC site of a certain home electronics mass retailer by segmenting the user. The direct mail distribution screen 154 has a generation tab 156, a gender tab 158, and an area tab 160. Each tab shows the result of segmenting the user who purchased the product A on the EC site of the electronics retailer Z, by generation, gender, and area (address).

  The generation tab 156 has a pie chart 162 indicating the number of purchases for each age range of the user, and a distribution setting area 164 for receiving the setting of the distribution destination of the direct mail. The distribution setting area 164 is configured so that a slide bar can be used to specify, for each age range, the percentage of direct mail to be transmitted to the user. When the maker representative 64 sets a desired ratio in the distribution setting area 164 and clicks the mail distribution button 166, the CRM unit 138 extracts the global_id corresponding to the set ratio from the global holding unit 122. The CRM unit 138 acquires a mail address corresponding to the extracted global_id from the user information holding unit 126, and transmits a direct mail with the sender as a maker to the acquired mail address. The direct mail distribution screen 154 has a check box 168 for switching on / off of the distributed filter. When the check box 168 is checked, the delivered filter is turned on, and the user to whom direct mail has already been delivered is excluded from mail delivery.

  As described above, the maker can optimize the advertisement distribution process by referring to the analysis result of the data stored in the global holding unit 122. For example, as described with reference to FIG. 16, it is possible to see the reaction by trial distribution to only some users. Alternatively, by preparing two or more types of direct mails and performing an AB test using the same mechanism, the contents of the direct mails can be optimized.

  The evaluation unit 134 and the CRM unit 138 may provide the terminal of the person in charge on the EC site side with a screen similar to the sales contribution visualization screen 150, another sales contribution visualization screen 152, and the direct mail distribution screen 154. Alternatively, the global_id may be linked to another system using, for example, a REST API (REpresentational State Transfer Application Programming Interface). In this case, it becomes possible for the EC site or the maker to execute a CRM measure for the global_id.

  In the case where information is provided from the EC side to the manufacturer side via the support server 100 or vice versa, the payment of such a price is realized by using a virtual currency technology such as a blockchain. Is also good.

The advertisement optimizing unit 140 performs a process for optimizing an advertisement provided by the EC site or the maker to the user in real time.
FIG. 17 is a schematic diagram showing transition of screens on the EC site. A list screen 170 of the product category “camera” is provided from the EC server 52 to the browser of the user terminal 58. The user 62 is interested in the model A, and clicks a button 172 for viewing details of the model A. When the browser of the user terminal 58 reads the detail screen 174 of the model A, the browser transmits global_id to the support server 100 by the action of the tag embedded in the detail screen 174. The advertisement optimizing unit 140 receives the global_id, extracts the corresponding browsing history, purchase history, attribute, and preference from the segment storage unit 124 and the user information storage unit 126, and returns it to the EC server 52. The EC server 52 receives the browsing history, purchase history, attributes, and preferences, and selects a product to be proposed to the user 62 using the information. The EC server 52 provides a recommendation area 176 on the detail screen 174 of the model A, and includes information of the selected product in the recommendation area 176.

  Thus, the EC server 52 can optimize the recommendation engine by receiving the information corresponding to the global_id from the support server 100. In particular, when selecting a product to be proposed, in addition to the browsing history in the EC server 52, the browsing history of a manufacturer's own media or the like can be used.

  FIG. 18 is a chart showing a flow of a process of distributing a real-time coupon. The user terminal 58 accesses a manufacturer's own media (such as a homepage) stored in the manufacturer server 54 (S302). The maker server 54 returns the screen of the owned media (S304). When the browser of the user terminal 58 reads the owned media, the browser transmits global_id to the support server 100 by the action of the tag embedded in the owned media (S306). The advertisement optimizing unit 140 receives the global_id, extracts the corresponding browsing history, purchase history, attributes, and preferences from the segment storage unit 124 and the user information storage unit 126, and returns them to the maker server 54 (S308). The maker server 54 selects an advertisement to be displayed in an advertisement space of owned media based on the received browsing history, purchase history, attribute, and preference (S310). The maker server 54 displays the advertisement selected in step S310 in an advertisement frame of owned media displayed on the browser of the user terminal 58 (S312). The maker server 54 selects a real-time coupon to be provided to the user 62 based on the received browsing history, purchase history, attribute, and preference (S314). The maker server 54 transmits the real-time coupon selected in step S314 to the user terminal 58 (S316).

The operation of the support server 100 having the above configuration will be described.
FIG. 19 is a flowchart showing a flow of a series of processes in the support server 100 of FIG. The support server 100 receives Cookie information transmitted from the browser when the browser of the user terminal 58 accesses an advertisement, a content providing site, or an EC site (S402). The support server 100 matches the advertisement, the content providing site, and the EC site with the global_id included in the Cookie information as a key (S404). The support server 100 stores the correspondence between the sites obtained as a result of the comparison in the global holding unit 122 (S406).

  In the above embodiment, examples of the holding unit are a hard disk and a semiconductor memory. Further, based on the description in this specification, each unit is realized by a CPU (not shown), a module of an installed application program, a module of a system program, and a semiconductor memory that temporarily stores the content of data read from a hard disk. It will be understood by those skilled in the art referred to herein that this can be achieved.

  According to the support server 100 according to the present embodiment, by associating the purchase data of the user on the EC site with the data of the product advertisement of the maker using the mechanism of Cookie, it is determined whether or not contact with the advertisement leads to purchase. It is possible to analyze the advertisement effect such as In particular, since the purchase data is data that directly indicates whether or not a purchase has occurred, analysis with higher accuracy can be performed.

  The support server 100 according to the present embodiment issues a common cookie to each of the EC site, the content providing site of the maker, and the distribution advertisement, and embeds a tag for transmitting data such as global_id to the support server 100. Then, by using the global_id as a key in the support server 100 and matching the access history to the media, the advertisement delivery history, and the purchase history, what kind of advertisement is delivered to a certain user, and what kind of advertisement is delivered to the delivered advertisement Reactions (clicks, mouse-overs, etc.) are made and integrated as to whether they resulted in a purchase. By using such integrated data (for example, data stored in the global storage unit 122, the segment storage unit 124, and the user information storage unit 126), useful information on CRM measures is provided to the EC side and the manufacturer side. can do.

  The maker can check which content of the company the user who has contacted with the advertisement has browsed and finally purchased. In addition, it is possible to quantitatively measure the advertising effect, which contributes to the optimization of the advertisement budget and the optimization of the creative and the like. For example, the maker can grasp which advertisement and which content affected the purchase. As a result, the maker can accurately predict how much advertising and content will be invested and how much will contribute to sales.

  The EC side can grasp the attributes of the user more precisely based on the advertisement distribution history, and can implement a more optimal purchase guidance measure for the user.

  The configuration and operation of the support server 100 according to the embodiment have been described above. This embodiment is an exemplification, and it is understood by those skilled in the art that various modifications can be made to the combination of each component and each processing, and such modifications are also within the scope of the present invention.

  In the embodiment, the case where the Cookie information is transmitted to the support server 100 and the support server 100 performs the matching is described. However, the present invention is not limited to this. For example, the destination of the Cookie information is set in the EC server 52 or the maker server 54. Alternatively, in these cases, some or all of the functions of the support server 100 may be provided in the EC server 52 or the maker server 54.

  For example, after the global_id is given to the support server 100, the EC server 52 and the maker server 54 each receive information from the user's browser, and transfer information obtained from the user from one server to the other server at an appropriate timing. May be. In this example, the support server 100 assigns the global_id, but one of the EC server 52 and the maker server 54 assigns the global_id, and the other allows the user to access the browser of the user and assign the global_id. It may be. Since the purchase information is usually transmitted to the EC server 52 during the purchase processing, the EC server 52 can acquire the purchase information and the global_id only by transmitting the global_id together with the transmission of the purchase information. , And transmitting the stored information in response to a request from the maker server 54.

  In the embodiment, the mechanism of the third party cookie has been described as an example. However, the present invention may be implemented by another implementation instead of this method, and the EC server 52 or the maker server 54 provides direct support without using the user's browser. The information may be transmitted to the server 100, or the information held in the memory of the browser may be transmitted to the support server 100 without using the Cookie by the user's browser.

  In addition to the description of the embodiment, in addition to the advertisement resource ID, the advertisement resource itself may be duplicated in the support server 100. Even when the advertisement resource changes every moment, when analyzing the purchase advertisement, the analyst may use the support server. It is possible to refer to the advertisement resource itself only by accessing 100.

  50 user activity unified management system, 52 EC server, 54 manufacturer server, 56 network, 58 user terminal, 60 manufacturer terminal, 100 support server.

Claims (5)

Means for receiving, via a network, a global ID for specifying a device or a browser, and a resource ID for specifying a resource displayed by the device or the browser,
Means for associating advertising-related resources with purchasing-related resources based on the global ID;
Means for registering the correspondence between advertisement-related resources and purchase-related resources in a holding unit.   The server according to claim 1, wherein the associating unit associates the advertisement-related resources with the purchase-related resources based on the global ID and the target specifying information for specifying the target of the advertisement or the purchase.   The server according to claim 2, further comprising: a unit that accesses a resource specified by the received resource ID and processes an image displayed by the resource to determine target specifying information related to the resource.   4. The server according to claim 1, wherein the global ID is transmitted from a browser of the device using a 3rd party cookie mechanism. 5.   The server according to any one of claims 1 to 4, further comprising: a unit that refers to the holding unit and performs a process for enabling evaluation of a relationship between an advertisement and purchase.

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