JP2020042863A - Information processor, information processor control method and program - Google Patents

Abstract

To provide a mechanism capable of proposing an index to improve accuracy of determination when a company that handles products/services in various price zones conducts an attribution analysis.SOLUTION: An information processor manages the number of transitions indicating how many times a user transits to a specific landing page until a conversion by the user occurs and identification information which allows identification of whether a transition source to the specific landing page is an advertisement concerning a specific product. The information processor determines a weight for each transition source by using the number of transitions. The information processor calculates an evaluation value of the advertisement concerning a specific product identified by the identification information by using a weight for the transition source which is the advertisement and price information indicating the price of the specific product.SELECTED DRAWING: Figure 7

Description

  The present invention relates to an information processing apparatus, a method of controlling the information processing apparatus, and a program, and more particularly to a method for improving the accuracy of determination when a company that handles products and services in various price ranges performs attribution analysis. Regarding a mechanism that can propose indicators.

  2. Description of the Related Art Conventionally, “attribution analysis” has been known as a technique for measuring the effect of digital advertisements displayed to users on the Internet. In this method, when a user contacts (displays or clicks on) a digital advertisement and converts later, the previous advertisement contact is evaluated as an “indirect effect on conversion”. Patent Literature 1 discloses the mechanism of a system that realizes this method.

JP 2015-64782 A

  However, according to Patent Literature 1, when an advertiser who handles products and services in various price ranges uses this mechanism, there is a possibility that the evaluation of each advertisement will be mistaken due to a difference in sales tendency due to a difference in the price range. . For example, without considering seasonal factors and trends, low-priced products and services tend to be purchased more than high-priced ones. In other words, ads that promote low-priced products and services will inevitably receive high ratings.

  SUMMARY OF THE INVENTION An object of the present invention is to provide a mechanism capable of proposing an index for improving the accuracy of a determination when a company that handles products and services in various price ranges performs an attribution analysis.

  The present invention specifies the number of transitions indicating the number of times the user has transited to a predetermined landing page before the conversion by the user, and specifies whether the source of the transition to the predetermined landing page is an advertisement related to a predetermined product Management means for managing possible specific information, and determination means for determining a weight for each of the transition sources to the predetermined landing page by using the number of transitions managed by the management means, Using the weight determined by the determination unit for the transition source that is an advertisement related to the predetermined product specified by the specific information managed by the management unit, and price information indicating the price of the predetermined product, Calculating means for calculating the evaluation value of the advertisement.

  In addition, the present invention is directed to a number of transitions indicating the number of times the user has transitioned to a predetermined landing page before a conversion by the user occurs, and whether the source of transition to the predetermined landing page is an advertisement related to a predetermined product. A control method for an information processing apparatus, comprising: a management unit that manages specific information that can specify a predetermined landing, wherein the determination unit of the information processing device uses the number of transitions managed by the management unit to perform the predetermined landing. A determining step of determining a weight for each transition source to a page, wherein the calculating unit of the information processing apparatus is an advertisement relating to a predetermined product specified by the specific information managed by the management unit among the transition sources; The evaluation value of the advertisement is calculated using the weight determined in the determination step for the transition source and price information indicating the price of the predetermined product. Characterized in that it comprises a calculation step.

  In addition, the present invention is directed to a number of transitions indicating the number of times the user has transitioned to a predetermined landing page before a conversion by the user occurs, and whether the source of transition to the predetermined landing page is an advertisement related to a predetermined product. A program that can be read and executed by an information processing apparatus including management means for managing specific information that can specify the information, wherein the predetermined landing is performed by using the number of transitions managed by the management means. Determining means for determining a weight for each transition source to a page, and, among the transition sources, for the transition source which is an advertisement relating to a predetermined product specified by the specific information managed by the management means, Using the determined weight and the price information indicating the price of the predetermined product, the calculating means for calculating the evaluation value of the advertisement It characterized in that to ability.

  Advantageous Effects of Invention According to the present invention, it is possible to provide a mechanism capable of proposing an index for improving the accuracy of judgment when performing an attribution analysis by a company that handles products and services in various price ranges.

FIG. 1 shows a system configuration diagram as an example of the present embodiment. FIG. 2 is a diagram illustrating an example of a hardware configuration of an information processing apparatus applicable to a management server 101 and a client terminal 102. FIG. 4 is a diagram illustrating an access log data table assumed to be obtained by an access analysis tool or the like. Represents the member registration product table required when converting as "member registration" It is a figure showing the product master which manages the sales amount for every product. It is a figure showing the advertisement distribution result table which manages advertisement related data. It is a figure showing the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of operation of the algorithm of this embodiment. It is a figure showing the example of an output of this embodiment.

  Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings. The embodiment described below shows an example in which the present invention is specifically implemented, and is one of the specific embodiments having the configuration described in the claims.

  The following is an explanation of an embodiment mainly for digital advertisement. However, the analysis target may be other candidates such as e-mail magazines and website contents, and depending on analysis requirements, a plurality of analysis targets may be used. The objects may be relatively evaluated.

  FIG. 1 is a system configuration diagram illustrating an example of the present embodiment. In the present embodiment, it is assumed that all data necessary for analysis is managed in the external memory 211 of the management server 101, data extracted and processed from the management server 101 is output as advertisement evaluation data, and is visualized by a data visualization tool. I do. The evaluator of the measure including the advertiser can judge the quality of the measure based on the visualized result.

  In this embodiment, the data (table) managed by the management server 101 is “access log data table (FIG. 3)”, “member registration product table (FIG. 4)”, “product master (FIG. 5)”. , “Advertisement delivery result table (FIG. 6)”.

  The “access log data table” manages access logs to each user's site obtained by analysis by an access analysis tool of an external server.

  The “member registration product table” manages information on products / services purchased by members of the company using the present system.

  The “product master” is a master that records an average selling price for each product handled by a company using the present system.

  The “advertisement delivery result table” is a table that stores data obtained from an advertisement delivery tool possessed by an external server, and includes data that is not stored in the access log table of FIG. 3 and data that is difficult to obtain with an access analysis tool. It shall be stored.

  This system uses access information and purchase information (including product registration data for members to use various services and Web questionnaire data for purchasers) to make purchases not only at EC (electronic commerce) sites but also at actual stores. Attribution analysis is performed on the analyzed products. Specifically, it is as follows.

  (1) A list of persons to be analyzed is acquired from a table for storing purchase information, using a product / service to be analyzed, a brand name, or a product category type as an extraction condition. At this time, it is assumed that a Cookie value or a user agent has been acquired as a unique ID for each analysis target person. However, if the site to be analyzed requires login in principle, a login ID may be used instead.

  (2) Regarding the analysis target list of (1), using the unique ID (Cookie value or user agent) as a key, the activity history in the site of the analysis target (including the inflow history such as advertisement inflow in addition to the browsing history) To get. At this time, if the purpose is to measure the effect of the advertisement on the conversion, only the action history before the CV date and time needs to be acquired as in the case of general attribution analysis. If you use the member's registration information to define a conversion, be aware that the analyst has purchased the product or service (completed the conversion) before the date the information was registered in the system. It is necessary to take measures such as excluding the analysis history of the analysis target person on the registered date from the target of the attribution analysis. However, if the purchase date and time of a product or service can be acquired for each analysis target person using receipts, questionnaire data, POS data, or the like, the purchase date and time may be used. In the present embodiment, “inflow” is also referred to as “transition”.

  (3) Calculate the attribution analysis score based on the behavior history of the analysis subject. At this time, as in the case of general attribution analysis, the evaluation target is assumed to be a customer acquisition medium, but depending on the analysis requirements, the contact history of the advertisement (including the history of only displaying the advertisement in the browser other than the click of the advertisement) And a web page browsing history. Here, the “meeting medium for customers” is a general term for the influx of advertisements, e-mail magazines, search engines, and the like into sites. At this time, the method of allocating the score may be changed depending on the characteristics and purpose of the advertisement to be analyzed. For example, in the case of an advertisement for the purpose of acquiring recognition, which is the first approach to the user, the evaluation is performed using a model in which the distribution ratio of the behavior history of the analysis subject at the first time is increased. In addition, in the case of an advertisement aimed at boosting the purchase, for example, an advertisement for campaign announcement or price appeal, which is an approach immediately before the purchase by the user, the evaluation is performed using a model in which the distribution ratio immediately before the conversion of the analysis target is increased.

  (4) For each line of the access log for which the score was calculated in (3), the sales price of the product / service purchased by the corresponding analysis subject is given as information, and the log is obtained by multiplying the score by the sales price. Is calculated. For example, if the access log with a score of 0.1 is the access log of the analysis target who purchased a product of 50,000 yen, the amount by which the access log could contribute to sales is 0.1 × 50000 = 5000. Becomes

  (5) The contribution amount calculated for each access log calculated in (4) is accumulated for each advertisement. For example, assuming that the advertisement A for cognition is an analysis target, one analysis target is assigned a score of 0.9 because the user first clicks on the advertisement, and the analysis target purchases a product of 10,000 yen. It is also assumed that a score of 0.01 is assigned to another analysis target person who clicks the advertisement A immediately before the conversion, and that the analysis target person has purchased a product for 50,000 yen. In this case, the advertisement A for recognition purpose is evaluated to have a contribution amount of 0.9 × 10000 + 0.01 × 50000 = 9500.

(6) Visualize the result of (5). At this time, instead of visualizing only the amount of contribution for each advertisement, the amount of advertisement, clicks, bounce rate, and the like are arranged as advertisement distribution results to reduce the risk of misjudgment. In addition, it is possible to easily switch from a viewpoint with a large granularity such as distribution destination media or a distribution method (display advertisement, search-linked advertisement, etc) to a viewpoint with a finer granularity such as a target segment or a banner creative.

In the present system, as the purchase information, “product registration data for use of various services by members and Web questionnaire data for purchasers” are taken as an example. As another embodiment, for example, when a user who purchases a printer must download software related to the printer from a predetermined site, the user of the user who accesses the predetermined site and downloads the software can be used. Attribution analysis may be performed using access information.For example, when a user who purchases certain software installs the software on a PC and forcibly transits to a predetermined web page, Provided that the user has transited to the web page, It may be carried out the attribution analysis using the seat of the access information.
This is the end of the description of FIG.

  Next, an example of a hardware configuration of an information processing apparatus applicable to the management server 101 and the client terminal 102 illustrated in FIG. 1 will be described with reference to FIG.

  In FIG. 2, reference numeral 201 denotes a CPU, which comprehensively controls each device and controller connected to the system bus 204. The ROM 202 or the external memory 211 stores a basic input / output system (BIOS) or an operating system program (hereinafter referred to as an OS), which is a control program of the CPU 201, and various types of functions described below necessary for realizing the functions executed by the PC. Programs and the like are stored.

  A RAM 203 functions as a main memory, a work area, and the like for the CPU 201. The CPU 201 implements various operations by loading programs and the like necessary for executing processing from the ROM 202 or the external memory 212 into the RAM 203 and executing the loaded programs.

  An input controller 205 controls input from a pointing device such as a keyboard (KB) 209. A video controller 206 controls display on a display such as a CRT display (CRT) 210.

  In FIG. 2, the CRT 210 is described, but the display is not limited to the CRT but may be another display such as a liquid crystal display.

  A memory controller 207 is connected to an external storage device (hard disk (HD)) for storing a boot program, various applications, font data, user files, edit files, various data, and the like, a flexible disk (FD), or a PCMCIA card slot. It controls access to an external memory 211 such as a CompactFlash (registered trademark) memory connected via an adapter.

  A communication I / F controller 208 connects and communicates with an external device via a network, and executes communication control processing on the network. For example, communication using TCP / IP is possible.

  Note that the CPU 201 enables the display on the CRT 210 by executing, for example, an outline font developing (rasterizing) process on a display information area in the RAM 203. Further, the CPU 201 enables a user instruction with a mouse cursor (not shown) on the CRT 210.

  Various programs described below for realizing the present invention are recorded in the external memory 211, and are executed by the CPU 201 by being loaded into the RAM 203 as necessary. Further, a setting file and the like used when executing the above program are also stored in the external memory 211, and a detailed description thereof will be described later.

  Now, the access log data table (FIG. 3), the member registration product table (FIG. 4), the product master (FIG. 5), and the advertisement distribution result table (FIG. 6) managed by the management server 101 in FIG. 1 will be described. .

  FIG. 3 is an example of an access log data table stored in the management server 101 in the present embodiment. The first to tenth lines in the access log data table represent access logs by the same member (member identification ID: 12345678), and even for the same member, the device differs depending on the date and time. This represents a situation where the Cookie values are different.

  The browsing time 301 represents the time when the user accessed the Web site. The Cookie value 302 indicates the value of the Cookie written in the user's browser, and is used to track the access log of the user who does not have the member identification ID 304.

  The device 303 represents the device used when the user accessed, and can take a value such as a PC, a smartphone, and a tablet.

  The member identification ID 304 is a unique value assigned to each user when the user logs in to a member site or the like. Even if the device used is different, the same value is stored if the same user logs in. Is assumed.

  The page URL 305 indicates the URL of the Web page accessed by the user. The access order 306 indicates the order of pages accessed in the same session. If the value is 1, the web page (called a landing page, abbreviated as LP) that is accessed first when transiting from an advertisement or e-mail magazine, etc. ), And if the value is the largest in the same session, it indicates that the page is a leaving page.

  The advertisement ID 307 indicates a URL parameter assigned to the URL at the time of transition from the advertisement when the access of the session is an inflow from the advertisement.

  These data are assumed to be data acquired by the access analysis tool. Lines 11 and 12 represent access logs by non-member users, and if this user later accesses the site using another device or browser, it is difficult to make them the same person.

  The size of the access log data table may be very large depending on the target site, but in that case, it may take a long time to extract and process data from the access log data table.

  In this case, by combining in advance with a member registration product table to be described later, it is sufficient to prepare a calculation table which is a log of only the member and omits an access log after the date and time of conversion for each member.

  FIG. 4 is an example of a member registration product table in which a product / service purchased by a member is registered in a member registration system of a company. The example of FIG. 4 shows a situation where two members have registered a total of three products in the system.

  The member identification ID 401 is the same as the member identification ID 304 of the access log data table in FIG. 3, and is used as a key to enable table combination and data extraction.

  The registered product name 402 indicates a product name registered in association with the user indicated by the member identification ID 401. The registration date 403 indicates the date and time when the product was registered by the user.

  For example, when analyzing the member who has registered the product aaa, the member identification ID: 12345678 is extracted from the member registration product table, and the member log can be extracted from the access log data table of FIG. 3 using the member identification ID 401 as a key. This is the end of the description of FIG. 4, and then, FIG. 5 will be described.

  FIG. 5 is an example of a product master that records the average selling price for each product. The product name 501 represents the name of a product handled by a company that uses this system, and the registered product name 402 in the member registration product table in FIG.

  The average selling price 502 represents the average selling price in the market for each product name 501, and it is assumed that the average selling price in a week corresponding to a week number 503 described later is stored.

  The week number 503 is a number in which a certain week is serially numbered as “1W”, and goods / services when the customer purchases using the week number 503 of the week including the purchase date obtained from the customer. Suppose that the price of can be estimated. However, if the price does not fluctuate much on a weekly basis, it may be on a monthly basis, or if the price fluctuates greatly, it may be on a daily basis. This is the end of the description of FIG. 5, and then, FIG. 6 will be described.

  FIG. 6 is a table that stores data obtained from an advertisement distribution tool or the like. It is assumed that data that is not stored in the access log table of FIG. 3 or data that is difficult to obtain with an access analysis tool is stored.

  The advertisement ID 601 is the same as the advertisement ID 307 in the access log data table in FIG. 3, and is used as a key to enable table combination and data extraction.

  The responsible advertising agency 602 places the relevant advertisement using an advertisement distribution tool or the like, and indicates the name of the advertising agency to which the advertiser pays the advertising fee. If there is only one advertising agency, there is no problem in omitting it.

The distribution media 603 indicates the name of the site where the advertisement is actually displayed or the name of the advertisement distribution tool itself. The distribution method 604 indicates an advertisement distribution method, and may include a moving image advertisement displayed at the start of reproduction of a moving image in addition to the banner advertisement and the listing advertisement in FIG.
The targeting condition 605 indicates the condition when the relevant advertisement is displayed only for a limited user.

  The advertisement device 606 indicates the name of a device used as a condition for displaying the advertisement. If no device is used as a condition, it is assumed that NULL or ALL is stored. Further, it is assumed that the advertising device 606 does not always match the device 303 in the access log data table of FIG.

  The number of times of display 607 indicates the number of times the corresponding advertisement has been displayed. The number of clicks 608 indicates the number of times the corresponding advertisement has been clicked. The cost 609 indicates the amount to be paid as the cost of the advertisement.

  Since these data include data that can only be obtained from advertisement distribution tools, prepare an environment where advertisers can obtain these data by obtaining them from advertising agencies or using third-party distribution tools It is necessary. The description of FIG. 6 has been completed above, and then the flowchart of the algorithm of the present embodiment will be described with reference to FIG.

  FIG. 7 shows a flowchart of the algorithm of the present embodiment, and FIG. 8 shows an operation example thereof. In this example, a company that has a member service sends sales data generated at an EC site of another company or a retail store of another company, which is difficult to analyze in connection with WEB access data, to a customer member site. It is assumed that the analysis can be performed using the registered data.

  FIG. 8A illustrates an operation example of an algorithm in a case where bbb is an analysis target among two representative products aaa and bbb handled by the company.

  In step S701, the management server 101 manages the access log data table (FIG. 3), the member registration product table (FIG. 4), the product master (FIG. 5), and the advertisement distribution result table (FIG. 5) managed by the external memory 211 of the management server 101. 6) is obtained.

  In step S701, in the present invention, the number of transitions indicating the number of times the user has transitioned to the predetermined landing page before the conversion by the user occurs, and the source of transition to the predetermined landing page is an advertisement related to the predetermined product This is an example of a management unit that manages specific information that can specify whether or not there is any information.

  In step S702, the management server 101 extracts the member identification ID 401 from the member registration product table of FIG. 4 under the extraction condition “the registered product name is XX”. At this time, if the period to be analyzed is limited, a condition that “the registration date is ／/ ○ to ○ / ○” may be added to the extraction condition.

  In the example of FIG. 8A, the member identification ID 401 and the registration date 403 of the two users whose membership identification IDs are “12345678” and “13557911” are acquired based on the extraction condition “the registered product name is bbb”.

  In step S703, the management server 101 uses the member identification ID 401 acquired in step S702 as a key to store the access data of the user who has registered the product to be analyzed (hereinafter, “product registrant”) in the access log data table of FIG. Extract from

  The access log data table before extraction is the upper diagram in FIG. 8B, and the extracted result is the lower diagram in FIG. 8B.

  At this time, in FIG. 8B (the same applies to FIGS. 8C to 8F), a data obtained by adding the registration date 801 to the access log data table is prepared as an intermediate table in order to simplify the processing of step S704 described below. The registration date 801 need not be added to the access log data table as long as the processing is performed by referring to the member registration product table of FIG. 4 each time.

  Also, in the example of FIG. 8B (the same applies to FIGS. 8C to 8F), for simplification, only the user whose member identification ID 304 is “12345678” (hereinafter, “bbb purchaser”) is shown, and the member identification ID 304 is “13557911”. It is assumed that the access log does not appear for the user of "."

  In step S704, the management server 101 uses the registration date 403 of the "product registrant" from the registration date 801 of the "product registrant" acquired in step S703 in the access log data table in the upper part of FIG. The access log data before the registration date 403 of the “product registrant” is acquired. The purpose of this analysis is to measure the effectiveness of digital advertising, which is considered to have contributed to the conversion of the measure, and to optimize the cost allocation of advertising using the results, since the access log after the conversion is not required for analysis.

  In the access log data table in the upper part of FIG. 8C (the same as the access log data table in the lower part of FIG. 8B), the data below the sixth line in the access log data table acquired in step S703 is “product registrant”. Since the data is “2016/10/19”, which is the registration date 403 of “bbb purchaser”, the data is excluded by filtering. The result excluded by filtering is the access log data table in the lower part of FIG. 8C.

  In step S705, the management server 101 determines the landing page based on the condition that “the access order 306 is 1” from the access log data before the registration date 801 (registration date 403) of the “product registrant” acquired in step S704. Acquire the access log data that became. This is because in this analysis, the evaluation target is a customer attracting medium including a digital advertisement, and therefore, an access log other than the landing page is not required for the analysis.

  In the example of the access log data table in the upper part of FIG. 8D (the same as the access log data table in the lower part of FIG. 8C), among the five lines of data obtained in step S704, the fourth line “the access order 306 is not 1” And the access log data in the fifth row is excluded by filtering. The result excluded by filtering is the access log data table in the lower part of FIG. 8D.

  In step S706, the management server 101 compares the inflow data of the access log data before the registration date 801 (registration date 403) of the “product registrant” acquired in step S705 with the number of inflows for each “product registrant”. The score of the attribution analysis using (the number of rows in the access log data table in the lower part of FIG. 8D) is calculated.

  Step S706 is an example of the determining unit of the present invention that determines the weight of each of the transition sources to the predetermined landing page using the number of transitions managed by the managing unit.

  In the example of the access log data table of FIG. 8E (the access log data table in the lower part of FIG. 8D in which the number of times of inflow 802 and the score 803 are added), the number of times of inflow 802 of “bbb buyer” is 3, so that each access is performed. The log score 803 (evaluation when the contribution of each access log is calculated by equal distribution) is ３. The above is the evaluation when the contributions of the respective access logs are calculated by equal distribution without weighting in the order of inflow, but the calculation method of the score may be changed according to the characteristics and purpose of the advertisement. For example, if the user wants to evaluate an advertisement whose main purpose is to acquire recognition, the score is set higher as the ad is closer to the first inflow.

  In step S707, the management server 101 multiplies the sales price of the product / service by the score 803 of each access log data calculated in step S706, thereby calculating the estimated value of the sales price contributed for each access log in this analysis. I do.

  The sales price is extracted using the product name 501 as a key with reference to the product master table shown in FIG. 5. If the product / service has a large price fluctuation at this time, the week number (month or month in some cases) may be used. May be used as the average selling price at the date and time when the product / service to be analyzed is purchased.

  Step S707, according to the present invention, the weight determined by the determination unit with respect to the transition source, which is an advertisement related to a predetermined product specified by the specific information managed by the management unit among the transition sources, This is an example of a calculating unit that calculates an evaluation value of the advertisement using price information indicating a price of a predetermined product.

  In the example of the access log data table of FIG. 8F (the week number 804, the selling price 805, and the score × the selling price 806 added to the access log data table of FIG. 8E), first, the date part of the registration date 801 is “2016/10”. / 19 "is converted to a week number 804" 60W ", and using the week number 804 as a key," 3500 "of the average selling price 502 is extracted from the product master table (the average selling price of the week number 503 matching the week number 804). 502 is extracted) and added to the selling price 805.

  Thereafter, the “score” and “0.33” given to the three lines of the access log data of “bbb purchaser” are multiplied by “3500” of the selling price 805 (average selling price 502) to obtain the respective access log data. Score × sales price 806 “1155” is calculated.

  In step S708, the management server 101 extracts, by referring to the advertisement ID 307, access log data that is an inflow from an advertisement, out of the score × sales price 806 calculated in step S707 and the corresponding access log data, Using the advertisement ID 307 as a key, the advertisement distribution log table of FIG. 6 is linked, and the score × sale price 806 is linked to the actual result of the advertisement distribution to generate advertisement evaluation data. FIG. 8G shows the result of linking the score × the selling price 806 and the actual result of the advertisement distribution.

  The distribution medium 807 in FIG. 8G corresponds to the distribution medium 603 in FIG. 6, the advertisement ID 808 corresponds to the advertisement ID 307 or the advertisement ID 601, and the score × sales price 809 corresponds to the score × sale price 806.

  Further, by giving the advertisement cost (cost 609) (the result of the cost is cost 810), an index of score × sale price / cost 811 is calculated. With this index, it is possible to indicate how efficiently the advertisement has obtained the sales amount.

  The provision of the cost 609 is not indispensable in the present invention, but if the cost 609 is not provided, the index becomes such that the more the advertising cost is applied, the more the sales increase. In particular, there is a problem that it is difficult to use it as an index for evaluating efficiency. Therefore, considering the cost 609 is more preferable as an index for evaluating efficiency.

  In addition, the result of applying the algorithm shown in FIGS. 8A to 8F to the other advertisement IDs 808 is registered as the score × sales price 809 and the score × sales price 806 for the advertisement IDs 808 other than “ad_1”. .

  Finally, the client terminal 102 loads the advertisement evaluation data into the data visualization tool and creates a dashboard for analysis. Using a data visualization tool is not required, but suppose you have a dashboard that allows you to make better decisions while looking at the ad at different granularities.

  In the example of FIG. 8, as shown in the “* image”, the result at the finer granularity of the advertisement ID 808 (upper figure in FIG. 8G) or the result at the granularity of the distribution media 807 (lower figure in FIG. 8G) It represents a dashboard that makes it easy to do that.

  FIG. 9 is an example when the output result by the above-described algorithm is visualized by the data visualization tool of the client terminal 102.

  In the example of FIG. 9, the advertiser requests two ad agencies 901 “Company A” and “Company B” to place an advertisement, and after the advertisement distribution period ends, the advertiser verifies the effect of the advertisement. It is assumed that you are trying.

  FIG. 9 shows three patterns of screen transitions in the data visualization tool. The top row shows the state of the finest grain, and the bottom row shows the state of the coarsest grain. While appropriately changing the data granularity of the three patterns, the advertiser determines how best to change the advertising agency and the distribution conditions of the advertisement in order to achieve the most cost-effectiveness.

  In FIG. 9, for the sake of simplicity, the advertising agency in charge 901, the distribution medium 902, the distribution method 903 and the cost 904 are shown as the distribution results of the advertisement, and the score 905 and the score × the sales price 906 and the score × Sales price / cost 907 is displayed.

  These items may be appropriately added or deleted according to the requirements of the analysis. For example, as the delivery result data of the advertisement, as necessary, the name of the product to be promoted, the targeting conditions, the delivery time, the delivery device, the banner creative, the number of impressions (impression), the number of clicks, the bounce rate, the new rate, the number of conversions (directly linked to purchase) Conversions, which are not candidates for conversions), conversion rates (conversions that are not directly related to purchases are also candidates), and the results of attribution analysis are score / impressions, score / clicks, and sales price. And the like.

  As described above, according to the present invention, it is possible to provide a mechanism capable of proposing an index for improving the accuracy of determination when performing an attribution analysis by a company that handles products and services in various price ranges.

  That is, in the present invention, by multiplying the sales of the user whose advertisement exists in the log by the score in the attribution analysis of the advertisement, it is possible to propose an index relating to the sales in consideration of the efficiency of the advertisement.

  In addition, according to the present invention, even if a product is purchased at an actual store, the purchase date (receipt of the receipt) is used by using the member's registration information held by the company or information (ex. Method that can be used, or a method that is not accurate but requires the user to input, etc.) and the name of the store where it was purchased can be obtained, and a method that uses a sales price closer to the actual sales price for analysis Can also be proposed.

  The present invention is, for example, possible as an embodiment as a system, an apparatus, a method, a program, a storage medium, or the like. Specifically, the present invention may be applied to a system including a plurality of devices. You may apply to the apparatus which consists of three apparatuses.

  Note that the present invention includes a program that directly or remotely supplies a software program that realizes the functions of the above-described embodiments to a system or an apparatus. The present invention also includes a case where the present invention is also achieved by a computer of the system or the apparatus reading and executing the supplied program code.

  Therefore, the program code itself installed in the computer to implement the functional processing of the present invention by the computer also implements the present invention. That is, the present invention includes the computer program itself for realizing the functional processing of the present invention.

  In that case, as long as it has the function of the program, it may be in the form of object code, a program executed by the interpreter, script data supplied to the OS, or the like.

  Examples of a recording medium for supplying the program include a flexible disk, a hard disk, an optical disk, a magneto-optical disk, an MO, a CD-ROM, a CD-R, and a CD-RW. Further, there are a magnetic tape, a nonvolatile memory card, a ROM, a DVD (DVD-ROM, DVD-R), and the like.

  As another program supply method, a client computer is connected to a homepage on the Internet using a browser. The computer program itself of the present invention or a compressed file including an automatic installation function can be supplied from the home page by downloading the file to a recording medium such as a hard disk.

  Also, the present invention can be realized by dividing the program code constituting the program of the present invention into a plurality of files and downloading each file from a different homepage. In other words, the present invention also includes a WWW server that allows a plurality of users to download a program file for implementing the functional processing of the present invention on a computer.

  In addition, the program of the present invention is encrypted, stored in a storage medium such as a CD-ROM, distributed to users, and downloaded to a user who satisfies predetermined conditions from a homepage via the Internet to download key information for decryption. Let it. It is also possible to execute the encrypted program by using the downloaded key information and install the program on a computer to realize the program.

  The functions of the above-described embodiments are implemented when the computer executes the read program. In addition, the OS or the like running on the computer performs part or all of the actual processing based on the instructions of the program, and the functions of the above-described embodiments can also be realized by the processing.

  Further, the program read from the recording medium is written to a memory provided in a function expansion board inserted into the computer or a function expansion unit connected to the computer. Thereafter, based on instructions of the program, a CPU or the like provided in the function expansion board or the function expansion unit performs part or all of actual processing, and the functions of the above-described embodiments are also realized by the processing.

  It should be noted that the above-described embodiment is merely an example of the embodiment for carrying out the present invention, and the technical scope of the present invention should not be interpreted in a limited manner. That is, the present invention can be implemented in various forms without departing from the technical idea or the main features.

101 management server 102 client terminal

Claims (6)

The number of transitions indicating the number of times the user has transited to a predetermined landing page before the conversion by the user, and identification information capable of specifying whether the source of the transition to the predetermined landing page is an advertisement related to a predetermined product Management means for managing
Of the transition sources, the number of transitions managed by the management unit for the transition source that is an advertisement related to a predetermined product specified by the specific information managed by the management unit, and the price of the predetermined product or service Calculating means for calculating an evaluation value of the advertisement using the price information indicating the information processing apparatus.   The calculating means, the weight determined by the determining means for the transition source is an advertisement related to the predetermined product, price information indicating the price of the predetermined product, and the advertising cost required for the advertisement, The information processing apparatus according to claim 1, wherein an evaluation value of the advertisement is calculated by using the information. The management means manages the order of transition to the predetermined landing page of the transition source,
The determining unit further determines a weight for each transition source to the predetermined landing page, using an order of transition to the predetermined landing page of the transition source managed by the management unit. The information processing apparatus according to claim 1, wherein   4. The method according to claim 3, wherein the determining unit determines that the weight of the transition source having the earliest transition to the predetermined landing page among the transition sources managed by the management unit is increased. Information processing device. The number of transitions indicating the number of times the user has transited to a predetermined landing page before the conversion by the user, and identification information capable of specifying whether the source of the transition to the predetermined landing page is an advertisement related to a predetermined product A control method of an information processing apparatus including a management unit for managing
A determining unit of the information processing device, using the number of transitions managed by the managing unit, determining a weight for each transition source to the predetermined landing page,
The calculating means of the information processing apparatus, the transition source, the weight determined in the determination step for the transition source is an advertisement for a predetermined product specified by the specific information managed by the management means, A calculating step of calculating an evaluation value of the advertisement using the price information indicating the price of the predetermined product. The number of transitions indicating the number of times the user has transited to a predetermined landing page before the conversion by the user, and identification information capable of specifying whether the source of the transition to the predetermined landing page is an advertisement related to a predetermined product A program that can be read and executed by an information processing apparatus including a management unit that manages
The information processing device,
Using the number of transitions managed by the management means, determining means for determining a weight for each transition source to the predetermined landing page,
A weight determined by the determination unit for the transition source, which is an advertisement related to a predetermined product specified by the specific information managed by the management unit, and a price indicating the price of the predetermined product. A program that functions as calculation means for calculating an evaluation value of the advertisement using the information.

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