JP2020071605A - Data analysis device, data analysis system, data analysis method, and program - Google Patents

Abstract

To accurately evaluate the effect of promotion measures taken for a user.SOLUTION: In an analysis server, a data analysis device evaluating the effect of promotion measures comprises: a location information acquisition unit 331 which acquires location information of a terminal; a promotion measures target determination unit which determines whether a terminal which acquired the location information is subject to promotion measures; a first terminal calculation unit 333 which calculates the number of first terminals existing in a first region containing the location of the promotion measures on the basis of the location information; a first target terminal calculation unit which calculates the number of terminals of the user exiting in the first region and subjected to the promotion measures on the basis of the location information and determination results; a second terminal calculation unit 335 which calculates the number of second terminals existing in a second region, which is a peripheral region of the first region, on the basis of the location information; a second target terminal calculation unit which calculates the number of terminals of the user existing in the second region and subjected to the promotion measures on the basis of the location information and the determination results; and an evaluation unit 337 which evaluates the effect of the promotion measures on the basis of the calculated number of terminals.SELECTED DRAWING: Figure 3

Description

  The present disclosure relates to a data analysis device, a data analysis system, a data analysis method, and a program.

  In recent years, various sales promotion measures (sales promotion measures) such as leaflets, campaigns, advertisements in newspapers / magazines, Web pages and banner advertisements on the Internet, etc. have been utilized as methods to guide customers to stores. Therefore, it is required to accurately evaluate the effect of the sales promotion measures. For example, in Patent Document 1, an advertisement is delivered to a user's mobile phone, a user who has come to a place (store) notified by the advertisement is detected, and a ratio of the number of users coming to the store is analyzed. A system is disclosed.

JP, 2005-216480, A

  However, like the system described in Patent Document 1, when a user detected near a store is counted as a user who actually visited the store, even a user who intends to visit a station or another place near the store. It counts as a user who came to the store. Therefore, even if the store visit rate for the number of store users including such users is calculated with respect to the number of advertisement distribution users, the advertisement effect may not be accurately evaluated.

  Therefore, the present disclosure has been made to solve the above-described problems, and an object thereof is to provide a data analysis device, a data analysis system, and a data analysis device that can accurately evaluate the effect of a sales promotion measure performed on a user. It is to provide an analysis method and a program.

  In order to achieve the above object, a data analysis device according to a first aspect of the present disclosure is a device that evaluates the effect of sales promotion measures, and includes a position information acquisition unit that acquires position information of a terminal and a position information acquisition unit. A terminal for determining a sales promotion measure for determining whether the sales promotion device is a target for the sales promotion measure, and a first terminal indicating the number of terminals existing in the first area including the place of the promotion measure in the predetermined period based on the position information. A first terminal calculation unit that calculates the number and a first target terminal number that indicates the number of user terminals that are the target of the sales promotion policy and that existed in the first area based on the position information and the determination result in a predetermined period. Second terminal calculation that calculates the first target terminal calculation unit that calculates and the second terminal number that indicates the number of terminals that existed in the second area that is the peripheral area of the first area during the predetermined period based on the position information Departments and A second target terminal calculation unit that calculates the number of second target terminals that are present in the second area and that indicates the number of terminals of the user who is the target of the sales promotion measure, based on the position information and the determination result; And the number of second terminals, the number of first target terminals, and the number of second target terminals, and an evaluation unit that evaluates the effect of the sales measure.

  Further, in order to achieve the above object, a data analysis system according to a second aspect of the present disclosure is a system for evaluating the effect of sales measures, and includes a position information acquisition unit that acquires position information of a terminal, and a position information For the terminal that has acquired the item, a sales promotion measure target determination unit that determines whether the sales promotion measure is the target, and a number indicating the number of terminals that existed in the first area including the location of the sales promotion measure in the predetermined period based on the position information. A first terminal calculation unit that calculates the number of one terminal, and a first target terminal that indicates the number of terminals of a user who is a target of a sales promotion policy and exists in the first area based on the position information and the determination result in a predetermined period. A first target terminal calculating unit that calculates the number, and a second terminal number that indicates the number of terminals existing in the second area, which is the peripheral area of the first area, in the predetermined period based on the position information. With the terminal calculator A second target terminal calculation unit that calculates the number of second target terminals indicating the number of terminals of users who are the target of the sales promotion policy and that exist in the second area in the predetermined period based on the position information and the determination result; An evaluation unit that evaluates the effect of the sales promotion measure based on the number of one terminal, the number of second terminals, the number of first target terminals, and the number of second target terminals.

  Further, in order to achieve the above object, a data analysis method according to a third aspect of the present disclosure is a method of evaluating the effect of a sales promotion measure, which includes a step of acquiring position information of a terminal and a position information acquisition. A step of determining whether the terminal is a target of the sales promotion measure, and calculating a first number of terminals indicating the number of terminals existing in the first area including the location of the sales promotion measure in a predetermined period based on the position information. And a step of calculating a first target terminal number indicating the number of terminals of the user who is the target of the sales promotion policy and existed in the first area in the predetermined period, based on the position information and the determination result. A step of calculating the number of second terminals indicating the number of terminals existing in the second area, which is a peripheral area of the first area, based on the position information; And calculating the number of second target terminals, which is the number of terminals of the user who is the target of the sales promotion policy, which existed in the second area, the number of first terminals, the number of second terminals, the number of first browsing terminals, and Evaluating the effect of the sales promotion measure based on the number of second target terminals.

  Further, in order to achieve the above object, a program according to a fourth aspect of the present disclosure causes a computer to execute the above data analysis method.

  According to the present disclosure, it is possible to accurately evaluate the effect of a sales promotion measure performed on a user.

It is a block diagram of the data analysis system 1 which concerns on this embodiment. 3 is a functional block diagram showing an example of a functional configuration of the user terminal 100. FIG. FIG. 7 is a diagram showing an example of an advertisement displayed on the user terminal 100. 3 is a block diagram showing an example of a functional configuration of an analysis server 300. FIG. It is a figure showing an example of position information 321. It is a figure which shows an example of the browsing information 322. 6 is a flowchart showing the flow of processing of the analysis server 300. It is a figure which shows the example of a 1st area | region and a 2nd area | region. It is the figure which compared the number of 1st terminals and the number of 2nd terminals. It is the figure which compared the 1st browsing terminal number and the 2nd browsing terminal number. 3 is a block diagram showing a hardware configuration of an analysis server 300. FIG. It is a plot diagram of the positional information acquired in the predetermined period. It is a figure showing the number of customers of store S0 for every day.

  Hereinafter, embodiments of the present disclosure will be described with reference to the drawings. In all the drawings for explaining the embodiments, common components are designated by the same reference numerals, and repeated description is omitted. The embodiments described below do not unduly limit the content of the present disclosure described in the claims. In addition, not all of the constituent elements shown in the embodiments are essential constituent elements of the present disclosure.

<Embodiment>
(Outline of embodiment)
The data analysis system according to the present embodiment is a system for evaluating the effect of sales promotion measures. Sales promotion measures are measures for sales promotion to users who are customers. For example, application advertisements of mobile information terminals (smartphones, etc.), media advertisements such as leaflets, signboard advertisements, TV commercials, etc., train advertisements in trains. , Digital signage, special sale and point-up campaigns. Hereinafter, in the present embodiment, an application advertisement will be described as an example of a sales promotion measure.

  The data analysis system according to the present embodiment evaluates the effect of advertisement based on the lift index. The lift index is an index that is generally used to evaluate the effectiveness of advertisements, and specifically, the target users of advertisements are divided into groups that display advertisements and groups that do not display advertisements. It is an index that measures and evaluates the intended behavior of each group. The action intended by the advertisement is, for example, purchasing a product targeted for advertisement, visiting a website or a store, participating in an event, or the like. In this embodiment, it is assumed that the intended behavior of the advertisement is to visit the location of the advertisement target (the location of a sales promotion measure such as a store). In this case, for example, for each group, the difference in the increase rate of the number of visitors to the store is a measure of the lift index.

  Here, the problems in the related art regarding the evaluation of the advertising effect based on the lift index will be described in detail. When counting the number of visitors to the store to calculate the lift index, for example, there is a method of using position information acquired by using the GPS function of a terminal (for example, a smartphone or a tablet terminal) owned by the user. . However, this method has the following problems. That is, since the position information acquired by the GPS function includes a positioning error that is affected by the signal reception environment and the like, the position information indicating the vicinity of the store includes a terminal of a user who does not actually visit the store. The location information received from will also be included. A specific example will be described with reference to FIGS. 12 and 13.

  FIG. 12 is a plot diagram of position information acquired in a predetermined period in an area on a map. Stations P1 and P2 indicate the platforms of the stations, and commercial facilities, complex buildings, and the like exist around the stations P1 and P2. The store S0 is a tenant occupying a building around the station P1. The area C0 is an area that surrounds the building in which the store S0 resides. Many people use the station every day, and as shown in FIG. 12, a lot of position information is acquired around the station (home).

  FIG. 13 is a diagram showing the number of visitors to the store S0 for each day. The graph L1 shows the number of visitors of the user who does not display the advertisement of the store S0 on the terminal, and the graph L2 shows the number of visitors of the user who displays the advertisement of the store S0 on the terminal. The number of visitors to the store S0 is, for example, the number of plots of the position information acquired in the region C0 that is a region surrounding the building in which the store S0 is located. Further, the advertisement is distributed via the application installed in the terminal owned by the user, and the advertisement display is determined based on, for example, the usage history of the application.

  In the graph L1, the number of visitors changes drastically every day, while in the graph L2, no particular change in the number of visitors is seen depending on the day. It is considered that this is because the store S0 is close to the station P1 and therefore the user of the station P1 is counted as a visitor of the store S0 due to a positioning error or the like. That is, the graph L1 is highly likely to be affected by the number of station users, not the purpose of visiting the store S0.

  Further, as described above, the information regarding the advertisement display to the user can be determined based on the usage history of the application installed on the terminal, but the bias of the user group who installs the application and the difference in the usage frequency. There is a risk that the inexhaustible bias will be applied. That is, the user who has displayed the advertisement may be a user who frequently uses the application and may not be able to accurately grasp the information regarding the advertisement display.

  In this way, the target users of advertisements are divided into groups that display advertisements and groups that do not display advertisements. For each group, it is determined whether the store targeted for advertisement is visited by the location information of the user terminal, and lift When the index is calculated, it is not easy to confirm the advertising effect as shown by the graphs L1 and L2 unless proper case control is performed.

Therefore, the data analysis system according to the present embodiment uses the number of visitors to the store for the advertisement target store area and the area around the store area for calculating the lift index. By using the number of visitors in the two areas to calculate the lift index, the change in the number of visitors due to the influence of Saturdays, Sundays, and events is offset because comparison is performed not with absolute values but with peripheral values. In addition, it is possible to ignore the output bias as described above. Therefore, it is possible to accurately evaluate the effect of the advertisement performed to the user.
(Configuration of data analysis system)

  FIG. 1 is a configuration diagram of a data analysis system 1 according to the present embodiment. The configuration and outline of the data analysis system 1 will be described with reference to FIG.

  In FIG. 1, the data analysis system 1 is a system for evaluating the effect of advertisement, and includes a plurality of user terminals 100, an information processing terminal 200, an analysis server 300, and an advertisement server 400. The analysis server 300 and the advertisement server 400 are communicably connected to the plurality of user terminals 100 and the information processing terminal 200 via the network NW. The network NW is, for example, a WAN (Wide Area Network).

  The user terminal 100 is an information processing terminal owned by a user who is an advertisement target, and the user terminal 100 is realized by, for example, a smartphone or a tablet terminal. In the present embodiment, the user means a person who has an information processing terminal in which a program (for example, a smartphone-only app) that causes the analysis server 300 to acquire position information used in the data analysis system 1 is installed. However, the present invention is not limited to this, and any form may be used as long as the analysis server 300 can acquire the position information of the terminal itself.

  The user terminal 100 acquires the position information via a program (for example, a smartphone dedicated application) installed in the user terminal 100. For example, GPS (Global Positioning System) is used to detect position information, which is information indicating the position where the own device exists. Then, the user terminal 100 transmits the detected position information to the analysis server 300, for example, according to a request from the analysis server 300. The position information may be continuously acquired / transmitted, or may be acquired / transmitted a predetermined number of times.

  The information processing terminal 200 is an information processing terminal used by a user who evaluates advertising effectiveness, and is realized by, for example, a smartphone, a tablet terminal, a PC (Personal Computer), or the like. The information processing terminal 200 receives the operation of the user who evaluates the advertising effect, for example, activates the application program of the browser, and transmits the information indicating the advertisement to be evaluated, which is set by the user, to the analysis server 300. . The number of information processing terminals 200 is not limited to the number shown in FIG.

  The analysis server 300 is a server device corresponding to a data analysis device that evaluates the effect of advertisement. The analysis server 300 acquires information indicating the advertisement to be evaluated from the information processing terminal 200. Then, among the user terminals 100 that have acquired the position information, the user who browses the advertisement (the advertisement is displayed on the terminal) (the user who is the target of the sales promotion measure) based on the browsing information of the advertisement, With respect to the users who have not browsed the advertisement (users who are not the target of the sales promotion measure), the place (the store etc.) of the advertisement and the users who visit the area around the place are counted. The analysis server 300 calculates the lift index described above based on the number of terminals thus counted, and evaluates the advertising effect. Details of lift index calculation will be described later.

  The analysis server 300 may determine whether or not the user terminal 100, which has acquired the position information, was the target of the sales promotion measure, instead of using the browsing information of the advertisement as described above, by the following method. That is, the user terminal 100 that has acquired the position information determines the sales promotion measure based on the period when the sales promotion measure is implemented (the period before the sales promotion measure is performed, the period when the sales promotion measure is performed, and the period after the sales promotion measure is performed) You may determine whether it was a target. For example, when the date and time when the position information is acquired is the period before the sales promotion measure is performed, it can be determined that the user who owns the terminal having the acquired position information is not the target of the sales promotion measure.

  Further, it may be determined whether the user who owns the user terminal 100 was the target of the sales promotion measure, based on the place of residence or the place of work of the user who holds the user terminal 100 that acquired the position information. For example, if a sales promotion measure is not taken in the residence of the user of the terminal that has acquired the position information, the user can be determined not to be the target of the sales promotion measure.

  The advertisement server 400 is a server device that delivers advertisements. The advertisement server 400 delivers an advertisement to, for example, a standby screen of the user terminal 100 or an advertisement space on an application. Further, for example, the advertisement may be delivered to the advertisement space on the Web page, or the advertisement may be delivered to the advertisement space on the mail or the message, but the present invention is not limited to this form. The advertisement may be, for example, a moving image or a still image, or audio output from a speaker. The browsing of the advertisement by the user means that the user has come into contact with the advertisement, for example, the advertisement is displayed on the user terminal, the link of the advertisement is selected by the user, the sound of the advertisement is output, etc. May be included. It should be noted that the advertisement server 400 of the present embodiment is a configuration of a general server device that performs advertisement distribution, and a detailed functional configuration of the advertisement server 400 will not be described.

  Whether or not the advertisement is viewed by the user can be determined based on, for example, the usage history of the application. Specifically, the advertisement distributed from the advertisement server 400 is posted on a web page such as a home page or blog established by a company or an individual provided by a media server (not shown). Then, for example, the advertisement browsing of the user may be determined from the usage history of the application including the browsing history of the web page in the user terminal 100. Further, the advertisement may be posted by a link such as a banner advertisement, and when the user selects the link, the browsing information of the advertisement and the terminal ID for identifying the user terminal 100 may be transmitted to the analysis server 300.

  FIG. 2 is a functional block diagram showing an example of the functional configuration of the user terminal 100. The functional configuration of the user terminal 100 will be described with reference to FIG. Note that the user terminal 100 of the present embodiment may have a configuration in which some of the components (sections) of FIG. 2 are omitted. Further, the information processing terminal 200 of the present embodiment may have the same functional configuration as the user terminal 100, and the functional configuration of the information processing terminal 200 will not be described.

  The user terminal 100 is, for example, a mobile phone such as a smartphone, a tablet terminal, a notebook PC, or a mobile terminal such as a PDA (Personal Digital Assistant). The user terminal 100 also includes a wearable device that is an eyeglass-type or clock-type information processing terminal. Furthermore, the user terminal 100 may include various smart devices having an information processing function for acquiring position information. For example, the user terminal 100 may include a smart vehicle such as an automobile.

  In FIG. 2, the user terminal 100 includes a communication unit 110, an input unit 120, a display unit 130, a detection unit 140, a control unit 150, and a storage unit 160.

  The communication unit 110 performs various controls for performing communication with the analysis server 300, the advertisement server 400, and the like via the network NW, and the function thereof is hardware such as various processors or communication ASICs and programs. It can be realized by For example, the communication unit 110 transmits position information and advertisement browsing information to the analysis server 300.

  The input unit 120 is an input interface that receives various operations from the user. For example, the input unit 120 is realized by operation keys and buttons provided on the user terminal 100, a touch panel, a microphone for voice input, and the like.

  The display unit 130 is a display device for displaying various kinds of information, and is realized by, for example, a liquid crystal display or the like. If a touch panel is used for the user terminal 100, a part of the input unit 120 and the display unit 130 are integrated. For example, the advertisement distributed from the advertisement server 400 is displayed on the display unit 130. Further, the advertisement may be output as voice through a speaker (not shown).

  The detection unit 140 detects various types of information regarding the user terminal 100. Specifically, the detection unit 140 detects the physical state of the user terminal 100. In the example shown in FIG. 2, the detection unit 140 has a position detection unit 141.

  The position detection unit 141 detects the current position of the user terminal 100. Specifically, the position detection unit 141 receives a radio wave transmitted from the satellite positioning system, and detects position information (for example, latitude and longitude) indicating the current position of the user terminal 100 based on the received radio wave. The position detection unit 141 may acquire the position information by different methods. For example, when the user terminal 100 has a function equivalent to a non-contact type IC card used at a station ticket gate or a store (or, the user terminal 100 has a function of reading a history of the non-contact type IC card). In the case), the used position is recorded together with the information that the user terminal 100 has settled the boarding fee at the station. The position detection unit 141 detects this information and acquires it as position information. In addition, the position detection unit 141 may detect position information that can be acquired from the access point when the user terminal 100 communicates with a specific access point. Further, the position detection unit 141 may detect the position where the user terminal 100 is estimated to be based on the identification information (IP address or the like) when the user terminal 100 is connected to the Internet.

  The detection unit 140 is not limited to the position detection unit 141, and may include various devices that detect various states of the user terminal 100. For example, the detection unit 140 may be a microphone that collects sounds around the user terminal 100, an illuminance sensor that detects illuminance around the user terminal 100, or an acceleration sensor (or an acceleration sensor that detects physical movement of the user terminal 100). (For example, a gyro sensor), a humidity sensor that detects the humidity around the user terminal 100, a geomagnetic sensor that detects the magnetic field at the location of the user terminal 100, or the like.

  The control unit 150 is, for example, a controller, and various programs stored in the storage unit 160 inside the user terminal 100 are stored in a RAM (Random Access) by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like. It is realized by executing (Memory) as a work area. The control unit 150 is a controller, and is realized by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) and an FPGA (Field Programmable Gate Array).

  The control unit 150 controls the process of providing the position information of the user terminal 100 to the analysis server 300. For example, the control unit 150 controls execution of a program (for example, a smartphone dedicated application) for realizing the processing of providing the position information of the user terminal 100. The program may be installed in the user terminal 100 in advance, or may be downloaded from the analysis server 300 (or an external server that provides various programs) according to the operation of the customer who owns the user terminal 100 and installed in the user terminal 100. May be.

  The control unit 150 realizes or executes the functions and actions of information processing described below by executing the above-described program using the RAM as a work area.

  The control unit 150 controls the detection unit 140 to acquire various information detected by the detection unit 140 as position information. For example, the control unit 150 controls the position detection unit 141 to acquire the position information of the user terminal 100 and the time information corresponding to the time when the position information is detected, as the position information.

  In addition, the control unit 150 may acquire, as the position information, information regarding the status of communication performed by the communication unit 110. For example, the control unit 150 may acquire the mutual communication status between the user terminal 100 and a predetermined access point. Further, when the user terminal 100 has a call function, the control unit 150 may acquire information such as a time at which a call is made, a call destination, and a call time. Further, when the user terminal 100 has a shooting function, the control unit 150 may acquire information such as a shooting time, position information at which the shooting was performed, and shooting time. Then, the control unit 150 may acquire the position information of the user terminal 100 based on these pieces of information.

  Further, the control unit 150 may acquire the position information periodically (every 1 minute, every 3 minutes, every 5 minutes, every hour, etc.), for example. Further, the timing at which the control unit 150 acquires the position information may be set by the analysis server 300. Further, the control unit 150 may acquire the position information at the timing when a predetermined event occurs. For example, the control unit 150 acquires the position information according to a predetermined event such as when the non-contact type IC card function described above is used or when a camera image is taken.

  Further, the control unit 150 controls the communication unit 110 to transmit the acquired position information to the analysis server 300. For example, the communication unit 110 transmits the position information detected by the detection unit 140 and the date and time when the position information is detected to the analysis server 300 under the control of the control unit 150. At this time, identification information for identifying the user terminal 100 may be transmitted to the analysis server 300. Further, the control unit 150 may transmit the position information or the like to the analysis server 300 each time the position information is acquired, or may transmit the position information or the like to the analysis server 300 at every predetermined period. For example, the control unit 150 controls the communication unit 110 to periodically (every 1 minute, 3 minutes, 5 minutes, 1 hour, etc.) transmit position information to the analysis server 300.

  The control unit 150 also controls the process of providing the browsing information of the advertisement distributed from the advertisement server 400 to the analysis server 300. For example, the control unit 150 controls execution of a program (for example, a smartphone-dedicated application) for realizing the process of providing advertisement browsing information in the user terminal 100. The program may be installed in the user terminal 100 in advance, or may be downloaded from the analysis server 300 (or an external server that provides various programs) according to the operation by the user who owns the user terminal 100 and installed in the user terminal 100. You may.

  The control unit 150 transmits browsing information indicating whether or not the advertisement is browsed to the analysis server 300 via the communication unit 110. The control unit 150 may acquire the browsing information based on, for example, the usage history of the application that displays the advertisement. Further, the browsing information may include identification information for identifying the advertisement displayed on the terminal. The browsing information may be transmitted together with the position information, or may be transmitted at different timings. In this case, the browsing information and the position information are transmitted in association with the identification information for identifying the user terminal 100.

  The storage unit 160 stores various programs executed by a controller such as a CPU or MPU, and position information and browsing information acquired by the control unit 150. The control unit 150 may transmit the stored position information and browsing information to the analysis server 300 at a predetermined timing.

  FIG. 3 is a diagram showing an example of an advertisement displayed on the user terminal 100. The screen 31 is an example of a web page, for example, a web page that introduces a restaurant. In the advertisement space on the Web page, the delivered advertisement 32 (profit notification from XX restaurant) is displayed. When the advertisement 32 is selected by the user's operation, the display is switched to the screen 33 and the detailed content of the advertisement is displayed.

  The control unit 150 of the user terminal 100 may determine the browsing of the advertisement based on the browsing history of the web browser (application), or may determine the browsing of the advertisement based on the selection of the advertisement. That is, the display of the screen 31 may determine that the advertisement of the XX restaurant has been browsed (viewed), and the advertisement 32 may be selected to determine that the advertisement of the XX restaurant has been browsed. Further, based on the usage history of the web browser (application), it may be determined that the advertisement is not browsed unless the application is used.

  The image shown in FIG. 3 is an example of the advertisement display, and the advertisement may be displayed on the home screen of the terminal, an application other than the web browser such as mail or message, or an application provided by the advertiser.

  FIG. 4 is a block diagram showing an example of the functional configuration of the analysis server 300. The functional configuration of the analysis server 300 will be described with reference to FIG.

  The analysis server 300 has a communication unit 310, a storage unit 320, and a control unit 330. The analysis server 300 includes an input unit (for example, a keyboard and a mouse) that receives various operations from an administrator who uses the analysis server 300, and a display unit (for example, a liquid crystal display) for displaying various information. You may have.

  The communication unit 310 performs various controls for communicating with terminals and the like connected to the network NW, and the function thereof can be realized by hardware such as various processors or communication ASICs, programs, and the like.

  The storage unit 320 is realized by, for example, a semiconductor memory device such as a RAM or a flash memory, or a storage device such as a hard disk or an optical disk. The storage unit 320 has position information 321, browsing information 322, analysis setting information 323, and analysis results 324.

  The position information 321 stores the position information acquired from the user terminal 100 via the communication unit 310. The position information includes, for example, latitude and longitude, and the date and time when the position was detected. Further, the position information is stored in association with browsing information described later by a terminal identifier or the like.

  The browsing information 322 stores the browsing information acquired from the user terminal 100 via the communication unit 310. The browsing information is information that the control unit 150 of the user terminal 100 determines whether or not the advertisement is browsed, for example, based on the usage history of the application that displays the advertisement. The browsing information may include information such as the date and time when the advertisement was browsed. For example, the use time zone of the application may be the date and time when the user browsed the advertisement. Further, the usage history of the application may be acquired from the user terminal 100, and the analysis server 300 may generate the browsing information of the advertisement.

  Here, an example of the above-mentioned position information 321 and browsing information 322 will be described with reference to FIGS. 5 and 6.

  FIG. 5 is a diagram showing an example of the position information 321. The position information 321 has items such as “terminal ID”, “position”, and “time”. In the example of FIG. 5, the position “A1” and the time “A2” are acquired as the position information from the user terminal having the terminal ID “100-a”. It should be noted that the position is indicated by a concept such as “A1”, but actually, it is indicated by concrete information. For example, it is indicated by latitude and longitude and an address. Similarly, with respect to time, a specific date and time when the position is acquired is actually shown.

  FIG. 6 is a diagram showing an example of the browsing information 322. The browsing information 322 has items such as “terminal ID”, “presence / absence of browsing”, and “browsing date / time”. The example of FIG. 6 indicates that the browsing presence / absence “B1” and the browsing date / time “B2” are acquired as the browsing information from the user terminal having the terminal ID “100-a”. It should be noted that the presence / absence of browsing is indicated by a concept such as “B1”, but is actually indicated by concrete information. For example, browsing of a predetermined advertisement is indicated by browsing, browsing and the like. Similarly, the browsing date and time also indicates the date and time of use of the application that displayed the advertisement.

  As shown in FIGS. 5 and 6, since the position information and the browsing information are associated with each other by the terminal ID, the terminal displaying the position information is distinguished from the terminal not displaying the advertisement. can do.

  Returning to FIG. 4, the analysis setting information 323 stores the setting information by the data analyst received from the information processing terminal 200 via the communication unit 310. The setting information includes, for example, a period during which position information is acquired in order to evaluate the advertising effect, a place to be advertised (position of store), and the like.

  The analysis result 324 stores a lift index calculated by the evaluation unit 337 described later.

  Next, the control unit 330 will be described. The control unit 330 is, for example, a controller, and is realized by executing various programs (corresponding to analysis programs) stored in the storage unit 320 of the analysis server 300 by using a RAM as a work area by a CPU, an MPU, or the like. It The control unit 330 is a controller and is realized by an integrated circuit such as an ASIC or FPGA.

  The control unit 330 includes a position information acquisition unit 331, a browsing information acquisition unit 332, a first terminal calculation unit 333, a first browsing terminal calculation unit 334, a second terminal calculation unit 335, and a second browsing terminal calculation unit. It has 336, the evaluation part 337, and the output part 338, and implement | achieves or performs the function and effect | action of the information processing demonstrated below. The internal configuration of the control unit 330 is not limited to the configuration shown in FIG. 3 and may be another configuration as long as it is a configuration for performing information processing described later.

  The position information acquisition unit 331 acquires the position information of the terminal stored in the position information 321 of the storage unit 320. At this time, the position information acquisition unit 331 acquires the position information detected during the predetermined period designated by the data analyst, based on the analysis setting information 323.

  The browsing information acquisition unit 332 corresponds to a sales promotion measure target determination unit, and acquires the browsing information from the browsing information 322 for the terminal that has acquired the position information as described above. For example, as shown in FIGS. 5 and 6, the browsing information of the advertisement is acquired for the user terminal 100 that has acquired the positional information from the positional information and the browsing information associated by the terminal ID. That is, the browsing information acquisition unit 332 can determine whether or not the terminal that has acquired the position information is the target of the sales promotion policy, depending on whether or not the advertisement (sales promotion policy) indicated by the browsing information is viewed. Can use the browsing information as the determination result.

  The 1st terminal calculation part 333 calculates the 1st terminal number which shows the number of user terminals 100 which existed in the 1st field containing the object of an advertisement based on the position information acquired in the predetermined period. For example, among the position information acquired by the position information acquisition unit 331, the number of terminals existing in the first area including the store targeted for advertisement for a specific day or period is set as the first terminal number. Further, in the present embodiment, even if the same terminal is detected multiple times in the first area, the number of terminals is counted as 1.

  The first region is a region including the store targeted for advertisement, but may be any region as long as it can be determined that it is equivalent to visiting the store. For example, it may be the entrance portion of the building in which the store is located or the area around the building.

  The 1st browsing terminal calculation part 334 is equivalent to a 1st target terminal calculation part, and based on the position information acquired in a predetermined period and the browsing information of the terminal which acquired the position information, the advertisement which existed in the 1st area | region is displayed. A first browsing terminal number (corresponding to the first target terminal number) indicating the number of browsing user terminals is calculated.

  The second terminal calculation unit 335 calculates the number of second terminals indicating the number of user terminals 100 existing in the second area, which is the peripheral area of the first area, based on the position information acquired in the predetermined period. For example, in the position information acquired by the position information acquisition unit 331, the number of terminals existing in the second area for a certain specific day or period is set as the second terminal number. Further, in the present embodiment, even if the same terminal is detected multiple times in the second area, the number of terminals is counted as 1.

  The second area is an area around the first area and is an area for relatively comparing the number of terminals in the first area. For example, it may be an area that includes at least a part of the first area, a circular area that includes the first area, or an area that is concentric with the first area around the position where the advertisement target exists. Good. The first area and the second area are not limited to rectangular and circular areas, and the size of the area is determined by the data analyst's designation.

  The second browsing terminal calculation unit 336 corresponds to the second target terminal calculation unit, and based on the position information acquired in the predetermined period and the browsing information of the terminal that acquired the position information, the advertisement existing in the second area. A second browsing terminal number (corresponding to the second target terminal number) indicating the number of browsing user terminals is calculated.

  The evaluation unit 337 evaluates the effect of the advertisement based on the number of first terminals, the number of second terminals, the number of first browsing terminals, and the number of second browsing terminals described above. For example, the ratio of the number of first terminals to the number of second terminals and the ratio of the number of first browsing terminals to the number of second browsing terminals are calculated for each day, and the advertising effect is evaluated based on the change in the values. Note that the evaluation method is not limited to this, and any method may be used as long as it is possible to compare the advertisement target behavior measured in the first area with the advertisement target behavior measured in the second area. For example, the evaluation unit 337 may evaluate the effect of the advertisement based on the calculated ratio of the number of the first terminals and the number of the second terminals in each of the predetermined period before and after the advertisement.

  The output unit 338 stores the result evaluated by the evaluation unit 337 in the analysis result 324 of the storage unit 320. Further, the analysis result may be transmitted to the information processing terminal 200 via the communication unit 310.

  FIG. 7 is a flowchart showing the flow of processing of the analysis server 300. The flow of processing in the analysis server 300 will be described with reference to FIG. 7. The process shown in FIG. 7 is an example of the process of the analysis server 300. In addition to this, as the processing of the analysis server 300, the processing of each functional configuration of the above-described analysis server 300 may be combined.

  In step S101, the position information acquisition unit 331 acquires the position information of the terminal detected in the predetermined period from the position information 321 of the storage unit 320. The predetermined period may be specified by the data analyst.

  In step S102, the browsing information acquisition unit 332 acquires, from the browsing information 322 of the storage unit 320, the browsing information of the advertisement of the terminal whose position information is acquired as described above.

  In step S103, the first terminal calculation unit 333 calculates the number of first terminals, which is the number of user terminals 100 detected in the first area, based on the position information. Further, the second terminal calculation unit 335 calculates the number of second terminals, which is the number of user terminals 100 detected in the second area, based on the position information.

  In step S104, the 1st browsing terminal calculation part 334 is the number of 1st browsing terminals which is the number of the user terminals 100 which browsed the advertisement (advertisement was displayed) detected in the 1st area | region based on browsing information. To calculate. In addition, the second browsing terminal calculation unit 336 calculates the number of second browsing terminals, which is the number of user terminals 100 that browsed the advertisement (displayed the advertisement) detected in the second area, based on the browsing information. To do.

  In step S105, the evaluation unit 337 evaluates the effectiveness of the advertisement based on the number of first terminals, the number of second terminals, the number of first browsing terminals, and the number of second browsing terminals described above. For example, the ratio of the number of first terminals to the number of second terminals and the ratio of the number of first browsing terminals to the number of second browsing terminals are calculated for each day, and the advertising effect is evaluated based on the change in the values. The evaluation result is stored in the analysis result 324 by the output unit 338, for example.

  8 to 10 are diagrams showing specific examples of advertisement evaluation. FIG. 8 is a diagram showing an example of the first area and the second area, and the position information acquired in a predetermined period in an area on a map is plotted. The store S1 is a store targeted for advertisement. The area C1 is an area including the store S1 and corresponds to the first area. The area C2 is a peripheral area of the area C1 and corresponds to the second area. In the example of FIG. 8, the area C1 and the area C2 are concentric circles centered on the store S1.

  The number of first terminals and the number of second terminals are the numbers of user terminals detected in the areas C1 and C2. Further, the first browsing terminal number and the second browsing terminal number are the number of user terminals that have displayed the advertisement, which are detected in the areas C1 and C2.

  FIG. 9 is a diagram comparing the number of first terminals and the number of second terminals. FIG. 10 is a diagram comparing the number of first browsing terminals and the number of second browsing terminals. The horizontal axis shows the date and the vertical axis shows the ratio. In FIG. 9, the number of terminals detected in the areas C1 and C2 is 100, and the ratio of the number of first terminals and the number of second terminals is shown for each day. Further, in FIG. 10, among the terminals detected in the areas C1 and C2, the number of terminals displayed as an advertisement is 100, and the ratio of the number of first browsing terminals and the number of second browsing terminals is shown for each day.

  Referring to FIG. 9 and FIG. 10, the terminal that has displayed the advertisement (FIG. 10) may have a higher proportion of the number of terminals that existed in the region C1 than the terminal that has not displayed the advertisement (FIG. 9). I understand. That is, the terminal that has performed the advertisement display is detected more in the area (C1) in which the advertisement target exists than in the peripheral area (C2), and it can be determined that the advertisement is effective.

(Hardware configuration diagram)
FIG. 11 is a block diagram showing the hardware configuration of the analysis server 300. The analysis server 300 is installed in the computer 501. The computer 501 includes a CPU 502, a main storage device 503, an auxiliary storage device 504, and an interface 505.

  The operation of each component of the analysis server 300 is stored in the auxiliary storage device 504 in the form of a program. The CPU 502 reads the program from the auxiliary storage device 504, expands the program in the main storage device 503, and executes the above processing according to the program. Further, the CPU 502 reserves a storage area in the main storage device 503 according to the program. Specifically, the program is a data analysis program that causes the computer 501 to evaluate the effect of advertisement.

  The auxiliary storage device 504 is an example of a non-transitory tangible medium. Other examples of non-transitory tangible media include magnetic disks, magneto-optical disks, CD-ROMs, DVD-ROMs, semiconductor memories, etc., connected via an interface 505. Further, when this program is distributed to the computer 501 via the network, the computer 501 that has received the distribution may expand the program in the main storage device 503 and execute the processing.

  Further, the program may be for realizing some of the functions described above. Furthermore, the program may be a so-called difference file (difference program) that realizes the above-described function in combination with another program already stored in the auxiliary storage device 504. Note that the hardware configuration shown in FIG. 11 may be the same for the user terminal 100 and the information processing terminal 200. The operation of each component in these devices is also realized by the CPU according to the program stored in the auxiliary storage device, similarly to the above-described analysis server 300.

(Explanation of effects)
As described above, the data analysis system according to the present embodiment uses the number of visitors for the store area targeted for advertisement and the peripheral area of the store area for calculating the lift index. By using the number of visitors in the two areas to calculate the lift index, the change in the number of visitors due to the influence of Saturdays, Sundays, and events is offset because comparison is performed not with absolute values but with peripheral values. In addition, it is possible to ignore the output bias as described above. Therefore, it is possible to accurately evaluate the effect of the advertisement performed to the user.

<Modification of Embodiment>
The browsing information may be acquired by the following method instead of being acquired from the information regarding the advertisement display on the user terminal 100. For example, based on the position information acquired from the user terminal, the terminal detected at the predetermined place for the predetermined time determines that the advertisement is viewed (contacted the advertisement). By determining browsing information based on location information, advertisements displayed on large screens installed at predetermined locations, advertisements posted and distributed in paper media, advertisements broadcast by large speakers, etc. are also advertised. The effect can be evaluated. Further, the contact of the advertisement may be determined based on the operation route and the operation time of the advertising vehicle. This makes it possible to evaluate the effect of various types of advertisements.

  The present embodiment can be implemented in various other forms, and various omissions, replacements, and changes can be made without departing from the spirit of the invention. These embodiments and modifications thereof are included in the scope of the invention and the scope of the invention, and are also included in the scope of the invention described in the claims and the scope of equivalents thereof.

1 data analysis system, 100 user terminal, 200 information processing terminal, 110 communication unit, 120 input unit, 130 display unit, 140 detection unit, 141 position detection unit, 150 control unit, 160 storage unit, 300 analysis server, 310 communication unit , 320 storage unit, 321 position information, 322 browsing information, 323 analysis setting information, 324 analysis result, 330 control unit, 331 position information acquisition unit, 332 browsing information acquisition unit, 333 first terminal calculation unit, 334 first browsing terminal Calculation unit, 335 Second terminal calculation unit, 336 Second browsing terminal calculation unit, 337 Evaluation unit, 338 Output unit, 400 Advertising server, 501 computer, 502 CPU, 503 main storage device, 504 auxiliary storage device, 505 interface

Claims (12)

A data analysis device for evaluating the effect of sales promotion measures,
A location information acquisition unit that acquires location information of the terminal,
For the terminal that has acquired the position information, a sales promotion measure target determination unit that determines whether the sales promotion measure is a target,
A first terminal calculation unit that calculates, based on the position information, a first terminal number indicating the number of the terminals existing in a first area including the location of the sales promotion measure in a predetermined period;
A first target terminal that calculates the number of first target terminals that are present in the first area and that is the number of the terminals of the user who is the target of the sales promotion measure, based on the position information and the determination result, in the predetermined period. A calculator,
A second terminal calculator that calculates the number of second terminals indicating the number of the terminals existing in the second area, which is the peripheral area of the first area, based on the position information in the predetermined period;
A second target terminal that calculates the number of second target terminals that are in the second area and that indicates the number of terminals of the user who is the target of the sales promotion measure, based on the position information and the determination result, in the predetermined period. A calculator,
An evaluation unit that evaluates the effect of the sales promotion measure based on the number of first terminals, the number of second terminals, the number of first target terminals, and the number of second target terminals;
A data analysis device comprising.   The data analysis device according to claim 1, wherein the sales promotion measure target determination unit performs the determination based on browsing information indicating whether a user who owns the terminal that has acquired the position information has browsed the sales promotion measure.   The data analysis device according to claim 1 or 2, wherein the sales promotion measure target determination unit performs the determination based on a period in which the sales promotion measure is implemented.   The said promotion measure target discrimination part performs the said determination based on the period before performing the said promotion measure, the period in which the said promotion measure is performed, and the period after the said promotion measure is performed, The claim 3 of Claim 3 Data analysis device.   The data according to any one of claims 1 to 4, wherein the sales promotion measure target determination unit performs the determination based on a place of residence or a place of work of a user who owns the terminal that has acquired the position information. Analysis equipment.   The evaluation unit, based on the calculated ratio of the first terminal number and the second terminal number, and the ratio of the first target terminal number and the second target terminal number, the effect of the sales promotion measure The data analysis device according to any one of claims 1 to 5, which evaluates.   The data analysis device according to any one of claims 1 to 6, wherein the second area includes at least a part of the first area.   The data analysis device according to claim 1, wherein the second region has a circular shape including the first region.   9. The data analysis device according to claim 1, wherein the first area and the second area are concentric circles centered on a position where the target of the sales promotion measure exists. A data analysis system that evaluates the effects of sales promotion measures,
A location information acquisition unit that acquires location information of the terminal,
Regarding the terminal that has acquired the position information, a sales promotion measure target determination unit that determines whether or not the sales promotion measure is a target,
A first terminal calculation unit that calculates, based on the position information, a first terminal number indicating the number of the terminals existing in a first area including the location of the sales promotion measure in a predetermined period;
A first target terminal that calculates the number of first target terminals that are present in the first area and that is the number of the terminals of the user who is the target of the sales promotion measure, based on the position information and the determination result, in the predetermined period. A calculator,
A second terminal calculator that calculates the number of second terminals indicating the number of the terminals existing in the second area, which is the peripheral area of the first area, based on the position information in the predetermined period;
A second target terminal that calculates the number of second target terminals that are in the second area and that indicates the number of terminals of the user who is the target of the sales promotion measure, based on the position information and the determination result, in the predetermined period. A calculator,
An evaluation unit that evaluates the effect of the sales promotion measure based on the number of first terminals, the number of second terminals, the number of first target terminals, and the number of second target terminals;
A data analysis system including. A data analysis method for evaluating the effect of sales promotion measures,
Acquiring the location information of the terminal,
A step of determining whether or not the terminal that has acquired the position information is the target of the sales promotion measure; and, in a predetermined period, based on the position information, the terminal of the terminal existing in the first area including the place of the sales promotion measure. Calculating the number of first terminals indicating the number;
Calculating a first target terminal number indicating the number of terminals of the user who is the target of the sales promotion policy, which existed in the first area, in the predetermined period based on the position information and the determination result,
Calculating a number of second terminals indicating the number of terminals existing in a second area, which is a peripheral area of the first area, in the predetermined period based on the position information;
Calculating a number of second target terminals indicating the number of terminals of the user who is the target of the sales promotion policy and existed in the second area in the predetermined period based on the position information and the determination result;
Evaluating the effect of the sales promotion measure based on the number of first terminals, the number of second terminals, the number of first target terminals, and the number of second target terminals;
A data analysis method comprising. A program for causing a computer to execute the data analysis method according to claim 11.