JP2020187671A - Web analysis call tracking integration method, and system used therefor - Google Patents

Abstract

To provide a web call tracking integration method and a web call tracking integration system that enables measuring a consistent true CV or the like.SOLUTION: A web call tracking integration method includes the steps of: acquiring predetermined browsing web page information and referrer information acquired from a previous web page before a consumer moves to a browsing web page, allocating one of a plurality of pieces of telephone information, and storing the browsing web page information, the referrer information, the allocated telephone information, and first time information of time when it is allocated as first call tracking information, when the consumer moves to the browsing web page or after that; storing at least second telephone information of the call and second time information of time when there is the call as second call tracking information when there is a call from the consumer; and integrating the first call tracking information and the second call tracking information.SELECTED DRAWING: Figure 3

Description

The present invention integrates the information of the consumer's behavior history on the Web (Web) and the information of the consumer's behavior history on the telephone, and enables consistent measurement and analysis of the final CV (Conversion) and the like. Web analysis / call tracking integration method to be used, and the web analysis / call tracking integration system used for implementing the method.

Patent Document 1 proposes a technique for computer-based analysis of affiliate website performance, that is, conventional web content management, consumer behavior history analysis, and the like.
For example, with the spread of web (Web) analysis tools such as Google Analytics (registered trademark), the effect measurement such as CV analysis in so-called web advertising has been developed day by day.

Japanese Patent Publication No. 2008-5200044

However, the effect measurement result when a consumer (so-called audience) sees a web advertisement and inquires to an advertiser (company, store, etc.) via a contact column on the web or an email as a response to it. , PC (Personal Computer), after seeing the phone number posted on the web, measure the effect when making an inquiry to the advertiser using a fixed phone, mobile phone or smartphone (Smart Phone: hereinafter abbreviated as SP) The results have become very different.
Especially in the case of urgent services and industries such as ceremonial occasions, beauty salons, liquor stores, and travel agencies, consumers often have questions that they would like to consult or ask. , Since there is a tendency to want an answer to it immediately, consumers often make inquiries by telephone in order to answer those questions and whether or not reservations can be accepted at this time.
Therefore, especially in the case of advertisers and web page owners as described above, the telephone number is presented so that it is easily noticeable to consumers, for example, in the upper right corner of the website or in other easily visible positions. The consumer sees it, immediately picks up his / her SP, mobile phone or landline phone, and calls the telephone number displayed on the PC screen or the like.
For this reason, from the perspective of web analysis, consumers are evaluated (analyzed) as having gone out of the site (so-called leaked) immediately after visiting the website for a moment and seeing the advertisement. Will be done.
However, in reality, the consumer started purchasing by telephone immediately after leaving the site, but the history is not reflected in the web analysis.
For this reason, the analysis data such as the CV measurement result by the web analysis is significantly different from the final CV result of the actual consumer.
Further, for the same reason, the analysis data such as the CV measurement result by the web analysis and the analysis data such as the CV measurement result by the call tracking are significantly different. Specifically, there are reports that it is normal for a difference of, for example, 2 to 3 times to occur.
Moreover, due to the rapid spread of smartphones (SP), consumers have seen web advertisements on their PCs, then switched their devices to telephones and SPs, and made inquiries and CVs to advertisers over the telephone. It is increasing more and more.
Therefore, it is certainly expected that the above differences will be even greater in the future.

Further, in the conventional call tracking method, for example, a telephone number for call tracking (for each search browser or web medium, for each keyword, and for each type of information processing terminal device or communication device used by the consumer) ( In other words, prepare a large number of fixed phone numbers (such as phone numbers for CV measurement) in advance, and when there is a call, a call tracking phone that matches the combination of the search browser and keywords at that time. The number was set to be used as so-called indexing information for subsequent call tracking.
However, in the case of the conventional method as described above, now that the majority of Internet advertisements are operational advertisements, the number of call tracking telephone numbers to be prepared in advance is enormous, for example, 10,000. You will need as many as you like.
This is because, for example, if there are 10 types of search browsers, 100 types of keywords, and 10 types of information processing terminal devices that are expected to be used by consumers, the number of combinations is sufficient. Is 10 × 100 × 10 = 10000, and moreover, it is expected that there will be more types of keywords actually used.
Therefore, it is not realistic for one owner or company to prepare an extremely large number of call tracking telephone numbers such as the above-mentioned 10,000 or more, and it is practically extremely difficult or impossible.

The present invention solves some of the problems of the conventional technology as described above, and solves the information of the consumer behavior history on the web, the so-called web analysis data based on the information, and the consumer behavior history on the telephone. For the web call tracking integration method and its implementation that integrates (links) the information and so-called call tracking data based on it, and enables consistent measurement of true CV (Conversion) through the series of flows. It is intended to provide a web call tracking integrated system used in.

(1) The web call tracking integrated method of the present invention is displayed on a display means of a consumer's information processing terminal device and is set to be viewed by the consumer, or in a predetermined web page on the Internet or an advertisement. A step of setting a display field for number information for requesting information from the owner or advertiser (hereinafter, collectively referred to as "owner") in the frame, and the owner of the predetermined web page or advertising space. A step of preparing a plurality of measurement number information that is also used as number information for the information request in advance and a web analysis that analyzes the behavior history of the consumer related to the predetermined web page or advertising space. From the step of setting the keyword for measurement and the measurement number information prepared in advance for a plurality of pieces in the number information display field when the consumer browses the predetermined web page or advertising space. A step of selecting one measurement number information available at that time and displaying it over a predetermined duration, and information at that time when the consumer browses the predetermined web page or inventory. , Information on the web medium or browser related to the predetermined web page or advertising space, information on the type of information processing terminal device or advertising medium used when browsing the predetermined web page or advertising space, and the above. From the step of collecting the information of the keywords contained in the predetermined web page or the advertising space into one and storing it as call data, and from the time when the consumer browses the predetermined web page or the advertising space. It has a step of invoking call tracking relating to the consumer.
(2) Preferably, in the above-mentioned web call tracking integration method, instead of the step of setting a display field of number information for requesting information from the owner in a predetermined web page or advertising space of the Internet. In addition to the step of setting a display request button or a call start button for number information for requesting information from the owner in a predetermined web page or advertising space of the Internet, and the consumer. When the advertising space is browsed, one measurement number information available at that time is selected from the measurement number information prepared in advance for a plurality of pieces in the number information display field, and a predetermined measurement number information is selected. When the consumer clicks the number information display request button or the call start button instead of the step of displaying over the duration, the measurement numbers prepared in advance for a plurality of numbers are displayed in the number information display field. A step of selecting one measurement number information available at that time from the information and displaying it over a predetermined duration, and when the consumer browses the predetermined web page or inventory. From, instead of the step of invoking the call tracking related to the consumer, the step of invoking the call tracking related to the consumer from the time when the consumer clicks the display request button or the call start button of the number information. Has.
(3) Further, preferably, in the above-mentioned web call tracking integration method, the stored call data is used, and the web analysis data relating to the consumer and the call tracking that match the call data are obtained. The call tracking data is associated with the step of forming data that enables a consistent analysis of the consumer's behavior history on the web and on the phone.
(4) Further, preferably, the type of information processing terminal device used when browsing the predetermined web page or advertising space, or the advertising medium including the printing medium browsed at the time of requesting the information. Different types of number information for each type may be prepared in advance as the measurement number information.
(5) Further, preferably, in the above-mentioned web call tracking integration method, the call data is a caller ID which is the number information owned by the consumer himself / herself used by the consumer when requesting the information. Of the information and the information on the talk time related to the information request, at least one type of information may be further included.
(6) The web call tracking integrated system of the present invention is a system used for implementing the web call tracking integrated method, and is a storage means for storing a plurality of the measurement number information prepared in advance. , When the consumer browses the predetermined web page or advertising space, or when the consumer clicks the number information display request button or the call start button, among the plurality of measurement number information A measurement number information reading means for selecting one measurement number information available at that time and reading it for display in the number information field of the predetermined web page or advertising space, and the consumer for the predetermined web. It has a call tracking invoking means for invoking call tracking for the consumer when the page or inventory is browsed, or when the consumer clicks the number information display request button or the call start button. ..
(7) The web call tracking integrated method of the present invention is a predetermined browsing web page information on the Internet that is displayed on the display means of the information processing terminal device of the consumer and is set to be browsed by the consumer. In addition, the referrer information acquired from the previous web page before the consumer migrates to the browsing web page is acquired, and when the consumer migrates to the browsing web page or after that, one from a plurality of telephone information is obtained. The step of storing the allocation, the browsing web page information, the referrer information, the allocated telephone information, and the first time information of the allocated time as the first call tracking information, and at least when the consumer calls. A step of storing the second call information of the call and the second time information of the time of the call as the second call tracking information, the first call tracking information, and the second call tracking information. Has steps to integrate.

The present invention makes it possible to integrate information such as consumer behavior history on the Web (Web) with call (telephone) tracking, so that consumers can search on the Web-LP (Landing Page) selection-page browsing and information request. It has become possible to integrate and grasp and analyze a series of action histories from (inquiries, questions, etc.) to CVs (contracts, orders, reservations, etc.).

It is explanatory drawing which shows the main flow of the web call tracking integration method which concerns on one Embodiment of this invention in the form of a flow diagram. It is explanatory drawing which shows typically the structure of the main part of the web call tracking integrated system which concerns on one Embodiment of this invention. It is explanatory drawing which shows the structure of the main part of the web call tracking integrated system which concerns on one Embodiment of this invention in the flow of the method which concerns on one Embodiment of this invention. It is explanatory drawing which showed the more specific application example which used the system and method which concerns on one Embodiment of this invention for the analysis of a portal site, mainly as the flow from the viewpoint of a consumer. It is explanatory drawing which shows an example when the system and method which concerns on one Embodiment of this invention are applied to SP. A series of data from the consumer's web to telephone contact (call) is made to run up the flow of information from CRM using the call data provided by the system and method according to the embodiment of the present invention. It is explanatory drawing which shows one example in the case of performing consistent keyword analysis from the web to telephone inquiry, excursion route analysis, etc. by linking as data.

FIG. 1 is an explanatory diagram schematically showing a main flow of a web call tracking integration method (hereinafter, also simply referred to as “the present method” or “this method”) according to an embodiment of the present invention. ..

This method is configured to include the following steps as the main flow.
(1) Set to be displayed on a display means 401 such as a liquid crystal display panel in the information processing terminal device (for example, PC, SP, and various other mobile devices) 400 of the consumer 40 and viewed by the consumer 40. Telephone contact to the owner or advertiser (hereinafter collectively referred to as "owner": not shown) within a predetermined web page 201 (browsing web page) or inventory of the Internet. Step (S1) for setting the telephone number display field 101 for the purpose.
(2) A plurality of measurement telephone numbers 100, which are also used as the telephone numbers for the above-mentioned telephone contact, are previously provided by the predetermined web page 201 (browsing web page) or the owner or advertiser of the advertising space. There is no shortage of telephone numbers for the number of telephone numbers that are expected to be used within the telephone number display duration, such as 10 for example, that is, for simultaneous sessions within a certain period of time, such as 15 minutes. Steps to prepare (S2).
(3) A step (S3) of setting a keyword for web analysis that analyzes the behavior history of the consumer 40 related to the predetermined web page 201 (browsing web page) or the advertising space.
(4) When the consumer 40 browses the above-mentioned predetermined web page 201 (browsing web page) or advertising space, or when the consumer 40 clicks the display request button or the telephone start button 111 of the telephone number 100. A step of selecting one measurement telephone number that can be used at that time from among a plurality of measurement telephone numbers 100 prepared in advance in the telephone number display field 101, and displaying the measurement telephone number over a predetermined duration. (S4).
(5) When the consumer 40 browses the above-mentioned predetermined web page 201 (browsing web page) or the advertising space, or when the consumer 40 clicks the display request button or the telephone start button 111 of the telephone number. At least when browsing the time information, the web page 201 (viewing web page) or the web medium or browser related to the ad space, and the web page 201 (browsing web page) or ad space at that time. Information on the type of information processing terminal device 400 used in the above or an advertising medium (not shown) such as a television advertisement, and information on keywords included in the web page 201 (browsing web page) or the advertising space at that time. And are put together into one and stored as call data 102 (S5).
(6) From when the consumer 40 browses the above-mentioned predetermined web page 201 (browsing web page) or advertising space, or when the consumer 40 clicks the telephone number display request button or the telephone start button 111. A step (S6) of invoking call tracking for the consumer 40.
(7) A step (S7) of reading out a call data 102 suitable for the purpose of analysis desired by the user of this system from a large number of call data 102 stored and accumulated up to now in step S5 described above.

(8) In order to enable consistent analysis of the behavior history of the consumer 40 on the web and telephone, the call data 102 stored in the above step S5 is used, and the above-mentioned consumer 40 matching the call data 102 is used. A step (S8) of associating and integrating the web analysis data and the call tracking data obtained by the call tracking related to the consumer 40.
Here, among the information to be linked and integrated, the referrer information of the browsing web page (201 in FIG. 3, S43 and S44 in FIG. 4), the previous web page (201 and 201 in FIG. 3, S41 in FIG. 4), The referrer information of S42) is also included in the integration. This is because these information can be similarly acquired and stored by the call data storage means 3 (see FIG. 3) when the user browses the browsing web page.
Here, the referrer information is various information related to analysis such as keywords (search keywords), creatives, targeting information, and advertisement IDs.

The above-mentioned steps S5 and S6 may be executed at the same time as or immediately after S4, or may be executed after S4 in the order of S6 and S5 opposite to those described above.

In addition, in this system and method, directly from the measurement telephone number called by the consumer without passing through the so-called official toll-free number such as 0120-XXX-XX1, which is performed in the conventional call tracking system. , It is possible to transfer to a power receiving number such as 03-3456-789X, which is normally used by web page owners and advertisers.
That is, the system and method can be used without double charging of toll-free numbers and without changing the power receiving environment normally used by owners and advertisers.

Further, after linking the web analysis data and the call tracking data obtained by call tracking in step S7 using the call data 102 as an intermediary (intermediary), the linking is performed and a call is made from the web in chronological order. Data that is consistent (that is, integrated) up to CV (or uncontracted, etc.) can be used as analysis data, and analysis can be performed by an analysis system such as Google Analytics (registered trademark).

FIG. 2 is an explanatory diagram schematically showing a configuration of a main part of a web call tracking integrated system (hereinafter, also simply referred to as “this system” or “this system”) according to an embodiment of the present invention. Is.

This system is a web call tracking integrated system used to carry out the above-mentioned web call tracking integrated method, and is a measuring telephone number storage means 1, a measuring telephone number reading means 2, and a call data storage means. 3. It has a call tracking invoking means 4. These components can be summarized as having the following functions.

(1) The measurement telephone number storage means 1 normally stores a measurement telephone number displayed in a telephone number display field 101 such as an advertising space for a certain duration such as 15 minutes within the duration. The measurement telephone number 100, which is prepared in advance for a plurality of telephone numbers, such as 10 telephone numbers, which are expected to be called, is stored.

(2) In the measurement telephone number reading means 2, the consumer 40 uses the information processing terminal device 400 such as his / her own PC to display the web page 201 (browsing web) displayed on the display means 401 including a liquid crystal display panel or the like. (Page) or when browsing the inventory, or when the consumer 40 clicks the phone number display request button or the phone start button 111, one of the plurality of measurement phone numbers 20 available at that time. The measurement telephone number 100 is selected and read out so as to be displayed in the predetermined web page 201 (browsing web page) or the telephone number display field 101 of the advertising space described above.

(3) The call data storage means 3 is the time information when the consumer 41 browses the predetermined web page 201 (browsing web page) or the advertising space, and the web page that can be obtained from the web server 200 or the like at that time. Information on the web medium or browser related to 201 (browsing web page) or advertising space, and information processing terminal device 400 or other information processing terminal device 400 used when browsing web page 201 (browsing web page) or advertising space, such as newspapers, etc. Information on the type of advertising medium such as a television and information on keywords included in the above-mentioned predetermined web page 201 (browsing web page) or advertising space are combined into one and stored as call data 102. ..
On the other hand, the web analysis system 210 collects and stores information such as the above-mentioned browsing history on the web of the consumer 40 at least up to this time.
It should be noted that the functions and operations of the web analysis system 210 itself may be general (because this system can easily collaborate with such a general web analysis system itself). (Because there is), a detailed explanation about it will be omitted.

(4) The call tracking invoking means 4 is when the consumer 40 browses a predetermined web page 201 (browsing web page) or an advertising space, or when the consumer 40 presses a telephone number display request button or a telephone start button 111. From the time of clicking, the call tracking related to the consumer 40 is activated. More specifically, the call tracking invoking means 4 substantially functions as a system control means to activate the call tracking function by the call tracking system 310.

(5) The call data reading means 5 is desired by the advertiser from among the call data 102 stored in the above-mentioned call data storage means 3, for example, at the request of the advertiser who is the contractor of this system. Call data 102 to be read.

(6) The call tracking data / web analysis data integrating means 5 uses the call data 102 read and sent by the call data reading means 5 as an intermediary to combine the call tracking data 311 and the web analysis data 211. By associating them, it will be possible to analyze (analyze) them collectively as integrated data.
Then, the integrated data can be sent to, for example, a CRM analysis system 500 or the like, where a consistent CRM analysis / web analysis or the like can be executed from the web to telephone contact.

As the narrowest configuration, this system has only the main part 10, and the other parts of the web server 200, the web analysis system 210, and the call tracking system 310 all use or cooperate with an external system. It is possible, but not limited to that.
In addition, for example, at least one or all of the parts of the web server 200, the web analysis system 210, and the call tracking system 310 may be included as a part of the components of the system.
By doing so, the exchange of data between each of the above-mentioned parts and the main part of the system can be made smoother and more reliable.

FIG. 3 is an explanatory diagram schematically showing the configuration of a main part of the web call tracking integrated system according to the embodiment of the present invention in the flow of the present method described above.

FIG. 3 shows a case where the consumer 40 starts a search with the keyword “telephone measurement”.
When attempting to purchase a telephone measurement system that meets the conditions desired by the consumer 40, the keyword "telephone measurement" is used by accessing page 202 (previous web page) of the portal site of a search engine called Gxxgle. Search for.

A list 203 (previous web page) of some web advertising sites that were hit as a result of the search by Gxxx is displayed.
Consumer 40 selects and clicks an advertising site of Company L called "Call Data Bank" from the listed sites.
Then, the advertisement page of the website of the company L is displayed. At that time, of the plurality of measurement telephone numbers 100 stored in the measurement telephone number storage means 1 of the system 10, the rack at that time is displayed. One measurement telephone number (for example, 0120-XXX-XX1) is randomly selected by the measurement telephone number reading means 2 from those that are not used for electricity and therefore can be used at that time, and the lower right of the screen. It is displayed in the telephone number display field 101 set in.
The display of the measurement phone number (eg 0120-XXX-XX1) will be advantageous in the later integration of the web analysis data and the call tracking data, which is predetermined, for example, 15 minutes. It is desirable to set the duration to a necessary and sufficient length.

At the same time, or after a predetermined time, the advertising site of Company L, that is, the web server 200 that transmits data for constructing the "predetermined web page 201 (browsing web page) or inventory", for example, the web server 200. From, etc., it is extracted from the web page 201 (browsing web page) based on the kickback data by the referrer such as the tag embedded in the web page of the advertising site of the company L (for example, Java Script tag: registered trademark). Information such as keywords, the ID of the consumer 40 viewing it, the type of device the consumer 40 is using at that time, such as a PC, such as the type of web medium or browser such as Google®. Is collected in the form of a so-called one log together with the date and time information at that time, and is stored (stored) in the call data storage means 3 of the system 10 as call data.

Subsequently, the consumer 40 sees 0120-XXX-XX1 which is the measurement telephone number 100 displayed in the telephone number display field 101 of the above-mentioned predetermined web page 201 (browsing web page), and for example, owns the consumer 40. Pick up the handset 402 of the landline telephone and make a call to the telephone number 0120-XXX-XX1.
At that time, the telephone number 0120-XXX-XX1 is automatically converted to a telephone number that the owner (advertiser) usually uses, for example, 03-6710-0XYX, and the owner (advertiser) side. A call is made to 300, for example, a CTI (Computer Telephony Integration) system 301 or the like.
Then, the call tracking system 310 grasps and stores the contents of the subsequent call from the consumer 40, the final CV result, and the like.

As described above, the behavior history such as the browsing history of one consumer 40 on the web is stored in the web analysis system, and the telephone inquiry of the consumer 40 and the behavior history such as the final CV are stored in the call tracking system. It carries information on the time when the consumer 40 transitioned from browsing the web to making inquiries by telephone (including the time estimated to have transitioned), information on the web medium at that time, and the like. The call data is stored in the call data storage means 3 of the system 10.

After that, when the owner (advertiser) of the web advertisement such as the above-mentioned company L wants to measure the effectiveness of the web advertisement of his / her company, first, it is stored and stored in the call data storage means 3 of this system 10. From the large number of call data 102, only the call data 102 related to the website of company L is selected and read by using the ID of company L as a search key.

Then, in order to use the call data 102 as an intermediary, the measurement telephone number 100 included in the call data 102 included in the call data 102, that is, from among a large number of data stored in the web analysis system 210, that is, Fits "0120-XXX-XX1", date and time information, ie "17:35 to 17:49 on February 7, 2019", and media information, ie "search by search engine Gxxx". The web analysis data 211 carrying the information is selected and read out.
On the other hand, in order to use the above-mentioned call data 102 as an intermediary, among a large number of data stored in the call tracking system 310, the measurement telephone number 100 included in the call data 102, that is, "0120-XXX-" It carries information that matches "XX1", date and time information, that is, "17:35 to 17:49 on February 7, 2019", and media information, that is, "search by search engine Gxxx". Select and read the call tracking data 311.

Then, since both of them are data including information such as a measurement telephone number and time that conform to the same one call data 102, the one call data 102 is used as an intermediary without any error with high reliability. It can be linked to each other as consistent analysis data from the web to the telephone CV by the same consumer 40.

In this way, it is possible to integrate the web analysis data 211 and the call tracking data 311 related to one consumer 40 through the call data 102 as an intermediary.
Then, the integrated data 501 is accurately analyzed by, for example, the CRM system 500, and more realistic consumer behavior analysis, web advertisement effect measurement, telephone CV effect measurement, and telephone from the web. It is possible to realize consistent and accurate effect measurement up to CV.

FIG. 4 is an explanatory diagram showing a more specific application example in which the system and method according to the embodiment of the present invention are used for analysis of a portal site, as a series of flows mainly from the viewpoint of consumers. ..

The consumer 40 uses an information processing terminal device 400 such as a PC owned by the consumer 40, and uses a provider (medium), a search engine of a portal site, or the like (Gxxx is used in the example of FIG. 4) to search for the information processing terminal device 400. A search is performed with the keyword 241 of the above as "Tokyo * Minato-ku * 2LDK" (step S41).

In response to the search request, the search engine Gxxgle searches and presents the result list 242 on the screen of the PC, and the consumer 400 selects a web page that attracts his / her interest from the list 242. (Step S42).
In the case of the example shown in FIG. 4, "ABC real estate portal" 243 is selected and its front page 244 is displayed (step S43).

In this way, the consumer 40 arrives at the front page 244 of the "ABC Real Estate Portal" 243 and subsequently opens the predetermined web page 245 of the "ABC Real Estate Portal" 243. This predetermined web page 245 becomes an LP (Landing Page) in one example shown in FIG.
Then, when the consumer 40 is interested in the advertisement content of the rental real estate displayed on the predetermined web page 245, the button for the telephone number display request displayed at the predetermined position on the web page 245 is displayed. Click 103 (step S44).

Corresponding to the click of the button 103, the so-called dial-free telephone number "0120-XXX-XXX" as the measurement telephone number 100 is called "telephone" at a predetermined position on the web page 245, for example, until it is clicked. The button 103 is continuously displayed at the position where it was displayed for a predetermined time such as 5 minutes or 20 minutes (step S45).

Subsequently, when the consumer 40 wants to make an inquiry or order to "ABC Real Estate" by telephone, the toll-free telephone number displayed in the telephone number display field 101 of the web page 245 displayed at that time is displayed. Call the measurement telephone number 100, which is also the number "0120-XXX-XXX" (step S46).

When a call is made from the consumer 40 using the measurement telephone number "0120-XXX-XXX", the call data 102 displayed at that time is stored in the call data storage means 3 of the system 10.
In one example of FIG. 4, each information such as time, caller telephone number, call time, type of device used, medium name, keyword, campaign information, and area is selected and used as call data 102 at that time. It is stored together with the measurement telephone number 100.

Then, as described above, the call data 102 is used to link the call tracking data 311 by the call tracking system 310 and the web analysis data 211 by the web analysis system 210 and integrate them.

In the above description based on FIG. 4, a button for requesting a telephone number to be displayed on the web page 245 is set so that the web page 245 is a predetermined web page 201 (browsing web page) at which call tracking is started (activated). Although 103 is set, this button 103 can also be set on other pages.
For example, it may be arranged on the front page 244 of the ABC real estate portal, and the front page 244 may be the above-mentioned "predetermined web page" 201 in this system.
Alternatively, the advertising space (not shown) is displayed on other pages, for example, the page of the search result list 242, the input page of the search keyword 241 and the like, and the button 103 is displayed in the display frame. May be good.
In this way, the desired web page in which the button 103 for the telephone number display request is installed or the desired web page in which the telephone number display field 101 of the measurement telephone number 100 is installed is set as the activation point of call tracking. It can be set arbitrarily.
That is, in this method and this system, it is possible to activate call tracking from any web page, and the setting is a page in which a button 103 for a telephone number display request or a telephone number display field 101 is installed. It is extremely easy to set or change just by setting or changing.

FIG. 5 is an explanatory diagram schematically showing an example when the system and method according to the embodiment of the present invention are applied to the SP.

In the example shown in FIG. 5, "telephone measurement" is used as a search keyword, and "Call Data Bank" is listed in response to the search keyword, and the consumer 40 selects it and makes a call. Shown.
By the search by the consumer 40 in the advertising portal, the list 412 of the search results is displayed on the screen 411 of the SP410.
The consumer 40 taps the display portion to select "Call Data Bank" among them.

Then, in response to the tap, LP413 is displayed. The LP413 presents a lead to telephone inquiries, such as "Call us with the button below!". The "button" is a telephone start button 111 (hereinafter, abbreviated as "telephone start button 111") that also serves as a telephone number display request button.
The consumer 40 is guided by it and taps the call start button 111.
In response to the tap, 0120-XXX-XXX is displayed as the measurement telephone number 100.
At that time, the call data 102 is formed, and the call tracking is activated (started) at the same time.

As described above, in the case of SP410, if the telephone start button 111 is set on a predetermined web page, call tracking can be activated from the time when the consumer 40 taps the telephone start button 111.
As a result, call tracking is performed only when the consumer 40 actually makes a call to the store or the advertiser side, and it is not necessary to perform call tracking that would be wasted if the call is not made. become.
That is, for example, even if the measurement telephone number is displayed on the screen of the PC, if the consumer 40 does not call the telephone number after all, the subsequent call tracking is practically completely useless. However, by setting the telephone start button 111 or the telephone number display request button as described above according to the system and method according to the present embodiment to a predetermined web page, the consumer 40 can use the web page. Call tracking can only be triggered when you visit and actually make a call.

FIG. 6 uses the call data provided by the system and method according to the embodiment of the present invention, and makes the above-mentioned data flow run upstream (backflow) so that the call tracking data and the web analysis data are combined. It is explanatory drawing which shows typically a series of flow in the case where both associating are integrated.

That is, in FIGS. 1 to 5, so-called inflow data from the viewpoint of call tracking, such as keyword analysis and migration route analysis on the web, from the web of the consumer 40 to telephone communication (calling), is linked to the call tracking data. The flow shown with the arrow line V61, in which the data is integrated by attaching and then put into the CRM system 500 or the like to perform comprehensive analysis / analysis, has been described.
Therefore, in the flow shown in FIG. 6, the call tracking data is associated with the web analysis data and integrated via the CRM system 500 or the like, in the opposite direction to the above, and the web analysis is performed. The flow is shown with arrow lines V62 and V63, which are applied to the system for analysis.
Such a linking method (a mode of integration method) is also possible according to the system and method according to the embodiment of the present invention.

Furthermore, in the example shown in FIG. 6, so-called inflow data from the viewpoint of call tracking, such as keyword analysis and migration route analysis on the web, from the web of the consumer 40 to telephone contact (call), is called. The flow shown with the arrow line V61, in which the tracking data is linked and integrated, and then input to the CRM system 500, etc., for comprehensive analysis / analysis, followed by the CRM system 500, etc. This time, the flow is reversed, and the call tracking data is linked with the web analysis data, integrated, and then applied to the web analysis system for analysis, with arrows V62 and V63. The flow is connected to form a series of cyclical flows, and the rotation of the cycle is repeated with a large number of call data. By accumulating a large number of analysis data obtained in this way, it is possible to realize accurate CRM analysis, web analysis, call tracking, telephone CV analysis, etc., which is dramatically more reliable than analysis / analysis by a CRM system. Is possible.

Although not shown, different types of telephone numbers are used for each type of advertising medium including print media, which is viewed during telephone contact from the consumer 40, for example, advertisements in newspapers and televisions. It is also possible to prepare the telephone number for measurement in advance and use it as the telephone number for measurement of the call data 102.
By doing so, inflow data from advertising media other than web advertisements can be integrated with call tracking data using the measurement phone number posted on the advertising media as an intermediary. It will be possible.

<Structure and effect of embodiment>
According to the system and method according to the embodiment of the present invention, since it has the configuration as described above, it is extremely useful and has a remarkable effect as summarized below.

(1) The method according to an embodiment of the present invention is displayed on a display means 401 such as a liquid crystal display panel in an information processing terminal device (for example, PC, SP, and various other mobile devices) 400 of a consumer 40. A telephone number display field for telephone contact to the owner or advertiser in a predetermined web page 201 (browsing web page) or advertising space on the Internet, which is set to be viewed by the consumer 40. The step (S1) for setting 101 and a plurality of measurement telephone numbers 100 that are also used as the telephone numbers for the above-mentioned telephone contact are prepared in advance by the owner or advertiser of the web page or advertising space. A step (S2), a step (S3) of setting a keyword for web analysis for analyzing a consumer's behavior history related to a predetermined web page 201 (browsing web page) or an advertising space, and a web page described above by the consumer. Or, when browsing the advertising space, or when the consumer clicks the display request button or the telephone start button 111 of the telephone number, among the measurement telephone numbers 100 prepared in advance in the telephone number display field 101 From the step (S4) of selecting one measurement telephone number 100 available at that time and displaying it over a predetermined duration, and the consumer 40 displaying the above-mentioned predetermined web page 100 or advertising space. When browsing, or when the consumer 40 clicks the display request button or the call start button 111 of the telephone number, the information at that time and the web medium related to the web page 201 (browsing web page) or the advertising space at that time. Alternatively, the information of the browser, the information on the web page 201 (browsing web page) at that time or the type of the information processing terminal device 400 or the advertising medium used when browsing the advertising space, and the web page 201 (browsing) at that time. The step (S5) of collecting the information of the keywords contained in the web page) or the advertising space into one and storing it as the call data 102, and the above-mentioned web page 201 (browsing web page) or the above-mentioned web page 201 by the consumer 40. The step (S6) of invoking call tracking for the consumer 40 from the time when the advertising space is browsed or when the consumer 40 clicks the display request button or the call start button 111 of the telephone number, and the consumer 40. Read out the call data 102 stored in step S5 above in order to enable consistent analysis of the behavior history on the web and telephone. It has a step (S7) and a step (S8) of associating the above-mentioned web analysis data relating to the consumer 40 that matches the read call data 102 with the call tracking data obtained by the call tracking.

In addition, the system used in the above method includes a measurement telephone number storage means 1 for storing a plurality of measurement telephone numbers 100 prepared in advance, and an information processing terminal device 400 such as a consumer's own PC. When browsing a predetermined web page 201 (browsing web page) or advertising space displayed on the display means 401 including the liquid crystal display panel or the like, or when the consumer 40 uses the display request button of the telephone number or the telephone start. When the button 111 is clicked, one measurement telephone number 100 that can be used at that time is selected from a plurality of measurement telephone numbers 100, and this is selected from the above-mentioned web page 201 (browsing web page) or inventory. The measurement telephone number reading means 2 to be read to be displayed in the telephone number display field 101, the time information when the consumer 40 browses the predetermined web page 201 (browsing web page) or the ad space, and the web at that time. Information on a web medium or browser related to a web page 201 (browsing web page) or inventory that can be obtained from a server 200 or the like, and an information processing terminal used when browsing the web page 201 (browsing web page) or the inventory. Information on the type of advertising medium such as the device 400 or other, for example, newspapers and televisions, and information on keywords contained in the above-mentioned web page 201 (browsing web page) or ad space are combined into one. , The call data storage means 3 to be stored as call data 102, and when a consumer browses a predetermined web page 201 (browsing web page) or inventory, or when the consumer 40 displays a telephone number display request button or starts a telephone call. It has at least a call tracking invoking means 4 that activates and executes call tracking related to the consumer 40 from the time when the button 111 is clicked.

When the consumer 40 browses the above-mentioned predetermined web page 201 (browsing web page) or advertising space on the information processing terminal device 400 such as a PC owned by the consumer 40, or the consumer. When 40 clicks the above-mentioned telephone number display request button or telephone start button 111 on his own, for example, SP410, a plurality of measurement telephone numbers prepared in advance in the telephone number display field 101 of those PCs or SPs. It is necessary to prepare in advance by selecting one measurement telephone number 100 that can be used at that time from among 100 and having a step (S4) of displaying it over a predetermined duration. In addition, the total number of measurement telephone numbers 100, which is also used as a telephone number for telephone contact by the consumer 40, is required in the case of the call tracking system and method according to the prior art, for example, 1000. It is not an enormous number of to 10,000, but an order of magnitude less than that, for example, an extremely small number of 10 to at most 100 (that is, 1/100 to 1/1000 of the conventional one). There are many types of inflow routes (types of web media, types of advertising media other than the web, such as newspapers), types of information processing terminal devices 400 used, and enormous types such as 1000 words. The effect is that it becomes possible to realize extremely accurate and highly reliable CRM analysis and the like based on the keywords and the like.

Also, in particular, when the consumer 40 browses the above-mentioned predetermined web page 201 (browsing web page) or advertising space, or when the consumer 40 clicks the display request button or the telephone start button 111 of the telephone number. Used when browsing the time information, the web page 201 (browsing web page) or the ad space related to the web medium or browser at that time, and the web page 201 (browsing web page) or ad space at that time. The information on the type of the information processing terminal device 400 or the advertising medium and the information on the keywords included in the web page 201 (browsing web page) or the advertising space at that time are put together into one call data 102. By having the step (S5) to be stored as, the information on the behavior history of the consumer 40 on the web and the information on the behavior history of the consumer 40 on the telephone are integrated (linked), and a series of them. Through the flow, the effect of enabling true telephone CV measurement, ROI (Return On Advertising), integrated analysis of call tracking and web analysis, etc. is achieved.

Further, from the time when the consumer 40 browses the above-mentioned predetermined web page 201 (browsing web page) or the advertising space, or when the consumer 40 clicks the display request button or the telephone start button 111 of the telephone number, the same. By having the step (S6) for invoking call tracking for the consumer 40, the owner or advertiser of the web page 201 (browsing web page) or the like can freely set (design) the activation point of the call tracking. The effect of being able to do this, and the effect of avoiding the activation of call tracking, which is wasted when the consumer 40 is not actually making a call, are achieved.
Moreover, since the submission URL is not set as the activation key, there is an effect that it is possible to correspond to telephone CV measurement and the like even in the case of inflow to telephone inquiries from natural search.

Further, for each type of information processing terminal device 400 used when browsing the web page 201 (browsing web page) or the advertising space, or for each type of advertising medium including the printing medium browsed at the time of telephone contact. Different types of telephone numbers are prepared in advance as measurement telephone numbers 100.
With such a configuration, the total number of measurement telephone numbers 100 is significantly smaller than that of the call tracking system and method according to the prior art, which is an order of magnitude smaller, but is significantly smaller than the conventional number. Achieves analysis by a wide variety of inflow routes (types of web media, types of advertising media other than the web, such as newspapers, types of communication devices such as information processing terminal devices 400 and telephones used), and various keywords. The effect of being able to do this is achieved.

Further, the call data 102 includes at least one type of information among the caller telephone number, which is the telephone number owned by the consumer himself / herself, and the call time information related to the telephone contact, which the consumer 40 used for the telephone contact. May be further included.
With such a configuration, more detailed call tracking and a series of web analysis associated with it become possible.

An example of number information in the present invention is a telephone number.
An example of an information request in the present invention is an information request.
An example of an owner in the present invention is an owner or an advertiser.
The referrer information in the present invention is various information related to analysis such as keywords (search keywords), creatives, targeting information, and advertisement IDs.

1 Measurement phone number storage means 2 Measurement phone number reading means 3 Call data storage means 4 Call tracking activation means 5 Call data reading means 6 Call tracking data / web analysis data integration means 10 Main part of this system 100 Measurement phone number 101 Phone number display field 102 Call data 200 Web server 201 Prescribed web page (measurement phone number or phone button)
210 Web analysis system 310 Call tracking system 400 Information processing terminal device 401 Display means 402 Handset

Claims (7)

A number for requesting information from the owner in a predetermined web page or advertising space on the Internet that is displayed on the display means of the consumer's information processing terminal device and is set to be viewed by the consumer. Steps to set the information display field and
A step of preparing a plurality of measurement number information that is also used as number information for the information request by the owner of the web page or the advertising space in advance.
A step of setting referrer information for web analysis that analyzes a consumer's behavior history related to the predetermined web page or inventory, and
When the consumer browses the predetermined web page or advertising space, one of the measurement number information prepared in advance for a plurality of pieces in the number information display field is available for measurement at that time. A step of selecting number information and displaying it over a specified duration,
When the consumer browses the predetermined web page or inventory, the information at that time, the information of the web medium or browser related to the predetermined web page or inventory, and the information of the predetermined web page or inventory Information on the type of information processing terminal device or advertising medium used for browsing and information on referral information included in the predetermined web page or advertising space are combined into one and stored as call data. Steps to do and
The step of invoking call tracking for the consumer from the time the consumer browses the predetermined web page or inventory, and
Web call tracking integration method with. In the web call tracking integration method according to claim 1.
Instead of setting a display field for number information for requesting information from the owner in a predetermined web page or inventory of the Internet, the owner is in a predetermined web page or inventory of the Internet. Steps to set up a display request button or call start button for number information to request information to
When the consumer browses the predetermined web page or advertising space, one of the measurement number information prepared in advance for a plurality of pieces in the number information display field is available for measurement at that time. When the consumer clicks the number information display request button or the telephone start button instead of the step of selecting the number information and displaying it for a predetermined duration, the number information display field is displayed. A step of selecting one measurement number information available at that time from a plurality of measurement number information prepared in advance and displaying it over a predetermined duration.
From the time the consumer browses the predetermined web page or inventory, the consumer clicks the number information display request button or the call start button instead of the step of invoking call tracking for the consumer. From time to time, the step of invoking call tracking for the consumer,
Web call tracking integration method with. In the web call tracking integration method according to claim 1 or 2.
Using the stored call data, the web analysis data relating to the consumer matching the call data and the call tracking data obtained by the call tracking are linked, and the behavior of the consumer on the web and the telephone. A web call tracking integration method that has steps to form data that allows for consistent analysis of history. In the web call tracking integration method according to any one of claims 1 to 3.
Different types of numbers depending on the type of information processing terminal device used when browsing the predetermined web page or advertising space, or the type of advertising medium including the printing medium browsed at the time of requesting the information. A web call tracking integration method in which information is prepared in advance as the measurement number information. In the web call tracking integration method according to any one of claims 1 to 4.
The call data is at least one type of information among the caller number information, which is the number information owned by the consumer himself / herself, and the call time information related to the information request, which the consumer used when requesting the information. Including web call tracking integration methods. A system used to implement the web call tracking integration method according to any one of claims 1 to 5.
A storage means for storing the measurement number information prepared in advance for a plurality of lines, and
When the consumer browses the predetermined web page or advertising space, or when the consumer clicks the display request button or the telephone start button of the number information, the number information for measurement is selected from among the plurality of measurement number information. When selecting one available measurement number information and reading it for display in the number information field of the predetermined web page or advertising space, and a measurement number information reading means.
Information on the time when the consumer browses the predetermined web page or advertising space, and information on the web medium or browser related to the predetermined web page or advertising space that can be obtained from the web server or the like at that time. Information on the type of information processing terminal device or other type of advertising medium used when browsing the predetermined web page or advertising space, and the referral information contained in the above-mentioned web page or advertising space. The call data storage means 3 that collectively stores the call data as call data,
Call tracking related to the consumer is activated when the consumer browses the predetermined web page or inventory, or when the consumer clicks the display request button or the call start button of the number information. , Call tracking triggering means,
Web call tracking integrated system with. Predetermined browsing web page information on the Internet that is displayed on the display means of the consumer's information processing terminal device and is set to be browsed by the consumer, and before the consumer shifts to the browsing web page. Get the referrer information obtained from the previous web page of
When the consumer migrates to the browsing web page or afterwards, one is assigned from multiple telephone information,
A step of storing the browsed web page information, referrer information, assigned first telephone information, and first time information of the allotted time as first call tracking information.
When there is a call from a consumer, at least the second phone information of the call and the second time information of the time of the call are stored as the second call tracking information.
A step of integrating the first call tracking information and the second call tracking information,
Web call tracking integration method with.