JP2021163347A - Information provision system and information providing method - Google Patents

Abstract

To immediately provide an advertiser with accurate information as to how effectively a posting advertisement with a publishing object published can be distributed on the basis of the fact that there are a variety of publishing objects to be published in a posting advertisement.SOLUTION: An effective degree provision part 11 of an information providing server 1 derives a prediction value of an effective degree by reflecting a relationship between characteristics of a publishing object shown by an input item value group and characteristics of inhabitants of one unit area in deriving an effective degree about the one unit area on the basis of the input item value group inputted to a dedicated interface, derives an effective degree on the basis of responses of the inhabitants and the prediction value at that time in the case that a posting medium with a publishing object corresponding to the input item value group is distributed to the one unit area in the past, and on the other hand, derives an effective degree about the one unit area on the basis of the prediction value in the case that the posting medium is not distributed.SELECTED DRAWING: Figure 1

Description

The present invention relates to an information providing system and an information providing method that provide useful information regarding posting media.

Conventionally, posting media (sometimes called leaflets or leaflets) containing posting targets such as product introductions, service introductions, and new store opening introductions have been widely used for posting. With regard to posting, various systems have been proposed for performing posting efficiently or effectively. For example, Patent Document 1 describes a system that collects individual consumers' interest in the product field and allows advertisers to see it. According to the system of Patent Document 1, the product field of interest to the consumer is investigated in advance, and the advertiser can see it and formulate a posting strategy.

Japanese Unexamined Patent Publication No. 2001-359042

Posting media are basically distributed for advertising, promotion, introduction, etc. of the publication target. And there are various publication targets to be posted on the posting media. For example, there are various posting targets such as newly opened stores, specific products, specific services, and real estate. And an advertiser who is thinking of posting on a posting medium on which a target is posted will be able to determine exactly how to distribute the posting medium on which the target is posted. Have a desire to get high information immediately. This is because if such a thing becomes possible, when the posting medium is to be distributed for a certain publication target, highly accurate information can be obtained immediately and a fulfilling strategy for posting can be made. However, the system of Patent Document 1 provides consumers' interest in the limited product fields investigated, and in this respect, there is room for improvement in satisfying the above-mentioned wishes.

The present invention has been made to solve such a problem, and based on the fact that there are various posting targets to be posted on posting media, a posting subject is posted. Immediately provide advertisers who are considering posting media with accurate information about how to distribute the posting media on which they are posted. The purpose is to.

In order to solve the above-mentioned problems, the present invention uses a combination of item values input to a dedicated interface for inputting item values for one or more items related to the characteristics of the object to be posted on the posting medium. Based on a certain input item value group, the degree of effect when the posting medium on which the publication target corresponding to the input item value group is distributed is derived for each unit area that is the unit of the range for distributing the posting medium. , Information on the degree of effect for each unit area is provided. Then, when deriving the degree of effect for one unit area based on the input item value group, the relationship between the characteristics of the publication target indicated by the input item value group and the characteristics of the inhabitants of the one unit area is reflected. Then, the predicted value of the degree of effect when the posting medium on which the posting target corresponding to the input item value group is posted is distributed to the one unit area is derived, and the posting target corresponding to the input item value group in the past is derived. If the posting medium in which is posted has been distributed to the one unit area, the degree of effect for the one unit area is derived based on the reaction and predicted value of the residents at that time. , If it has never been distributed, the degree of effect for the one unit area is derived based on the predicted value.

According to the present invention configured as described above, instead of accepting the designation of a specific posting target from the advertiser within a limited range, one or more items relating to the posting target to be posted on the posting medium It accepts item values (input item value group), derives the degree of effect when the posting medium is distributed based on the input item value group, and provides information on the degree of effect for each unit area. Due to this structure, we immediately provide information on how to effectively distribute the posting media on which the publication target is posted, not only for a specific limited publication target, but for all publication targets. can do. Then, the provided information is derived based on the predicted value reflecting the relationship between the characteristics of the posting target indicated by the input item value group and the characteristics of the inhabitants of the unit area, and can be said to be highly accurate information. .. Furthermore, the information provided is not limited to the predicted value for the unit area if the posting medium on which the posting target corresponding to the input item value group is posted has been distributed to the unit area in the past. , It is derived based on the reaction of the residents when it is distributed, and it can be said that the information is more accurate. That is, according to the present invention, an advertiser who considers posting on a posting medium on which a certain posting target is posted, based on the fact that there are various posting targets posted on the posting medium. On the other hand, it is possible to immediately provide highly accurate information on how to effectively distribute the posting medium on which the publication target is posted.

It is a figure which shows the structural example of the information processing system which is configured including the information providing server together with the block diagram which shows the functional configuration example of the information providing server which concerns on one Embodiment of this invention. It is a figure which shows an example of the publication target information input page. It is a figure which shows an example of the contents of various databases. It is a figure which shows an example of the prediction effect degree provision page. It is a figure which shows an example of a resident reaction situation page. It is a figure used for the explanation of the process at the time of deriving the primitive predicted value. It is a flowchart which shows the operation example of the information providing server which concerns on one Embodiment of this invention.

Hereinafter, an embodiment of the present invention will be described with reference to the drawings. FIG. 1 is a diagram showing a configuration example of an information processing system 2 including the information providing server 1 together with a block diagram showing a functional configuration example of the information providing server 1 according to the present embodiment. The information providing server 1 corresponds to the "information providing system" in the claims. As shown in FIG. 1, the information processing system 2 includes an information providing server 1, an advertiser terminal 3 capable of communicating with the information providing server 1 via a network N including the Internet, and a recipient terminal 4. ing. Here, posting media (sometimes called leaflets or leaflets) containing various posting targets such as newly opened stores, specific products, specific services, real estate, etc. are widely posted to the post of the house. It has been. Posting is basically done to advertise, promote, introduce, etc. the posted target. The information providing server 1 according to the present embodiment is a device that provides useful information about the posting to the advertiser who performs the posting.

In the following description, a person who receives the posting medium put into one post is referred to as a "recipient". Normally, one post is shared by one household (although the number of people making up the household may be one), but the recipient receives the posting media put into one post. It is a conceptual representation of a person. In the following explanation, not only the subject who performs posting (sometimes an organization or sometimes an individual) but also the individual who operates the advertiser terminal 3 (the person in charge belonging to the advertiser as a company, etc.) is included. Is expressed as "advertiser". Further, in the following explanation, it is assumed that the area on the map is divided into prefectures> cities, wards, towns and villages> chome, and the area of one chome is particularly referred to as "chome area". Then, in the present embodiment, the chome area is the smallest unit for posting. The chome area corresponds to the "unit area" of the claims.

The advertiser terminal 3 is a terminal used by the advertiser. The advertiser terminal 3 may be a terminal equipped with a browser, and a desktop computer, a notebook computer, a smartphone, or a tablet terminal having no telephone function can function as the advertiser terminal 3. In FIG. 1, one of a plurality of advertiser terminals 3 is illustrated as an example. The recipient terminal 4 is a terminal used by the recipient. In the present embodiment, the recipient terminal 4 is a portable terminal equipped with a browser and an optical camera. For example, a widely used smartphone or a tablet terminal having no telephone function can be made to function as the recipient terminal 4. FIG. 1 illustrates one of the innumerable recipient terminals 4 as an example.

As shown in FIG. 1, the information providing server 1 includes a communication unit 10, an effect level providing unit 11, and a resident reaction management unit 12 as functional configurations. Each of the above functional blocks 10 to 12 can be configured by any of hardware, DSP (Digital Signal Processor), and software. For example, when configured by software, each of the functional blocks 10 to 12 is actually configured to include a computer CPU, RAM, ROM, etc., and is a program stored in a recording medium such as RAM, ROM, hard disk, or semiconductor memory. Is realized by the operation of. The communication unit 10 communicates with a device connected to the network N according to a predetermined communication protocol. Further, the information providing server 1 includes a storage unit 13 as a storage means. The contents of the data stored in the storage unit 13 will be described later. Hereinafter, the operation of the information providing server 1 will be described separately for each scene.

<Information provision scene>
First, the operation of the information providing server 1 in the information providing scene that provides the advertiser with useful information about the posting in response to the request from the advertiser who intends to perform the posting will be described. Hereinafter, a series of postings in which one advertiser collectively distributes posting media on which a certain publication target is posted in one or more chome areas is particularly referred to as "unit posting". In the information providing scene, the advertiser inputs information about the unit posting and obtains useful information about the unit posting.

First, the advertiser launches the browser of the advertiser terminal 3 and accesses the first URL of the information providing server 1. Although details are omitted, personal authentication is properly executed at the time of access. When there is an access (HTTP request) to the first URL, the effectiveness providing unit 11 generates a drawing file (HTML file or the like) for displaying the publication target information input page 15 (FIG. 2) and responds. The browser of the advertiser terminal 3 receives the drawing file, and displays the publication target information input page 15 on the display unit based on the received drawing file. In the following description, the effect providing unit 11 and the resident reaction management unit 12, which will be described later, display a predetermined web page in response to the browser of the advertiser terminal 3 simply by referring to the effect providing unit 11 ( Alternatively, the resident reaction management unit 12) may display a web page on the browser. "

FIG. 2 is a diagram showing an example of the publication target information input page 15. As shown in FIG. 2, a target gender input area 16 is provided at the upper part of the publication target information input page 15. The target gender input area 16 is an area for inputting the gender (hereinafter referred to as “target gender”) of the target recipient (or recipient layer) for advertising the publication target, and has no gender relationship between males and females. There is a selection field for selecting one of them. The advertiser assumes the target gender based on the characteristics of the posting target to be posted on the posting medium in the unit posting, and inputs the target gender input area 16. As an example, for cosmetics, nail salons, and other publications that generally target women, advertisers enter women as the target gender.

As shown in FIG. 2, a target age group input area 17 is provided below the target gender input area 16 on the publication target information input page 15. The target age group input area 17 is an area for inputting the age group (hereinafter referred to as "target age group") of the target recipient (or recipient group) for advertising the publication target, and is "19 years old or younger". And "20-59 years old" and "60 years old and over" are provided with a selection column for selectively selecting. The advertiser assumes a target age group based on the characteristics of the posting target to be posted on the posting medium in the unit posting, and inputs the target age group input area 17. For example, the advertiser inputs "20 to 59 years old" as the target age group for the posting target that appeals to the generally working generation such as automobiles and real estate.

As shown in FIG. 2, a target household composition input area 18 is provided below the target age group input area 17 on the publication target information input page 15. The target household composition input area 18 is an area for inputting the household composition (hereinafter referred to as “target household composition”) of the target recipient (or recipient layer) for advertising the publication target, and is an area for inputting “one person” and “one person” and “target household composition”. There is a selection field for selectively selecting either "two people" or "three or more people". The advertiser assumes the target household composition based on the characteristics of the posting target to be posted on the posting medium in the unit posting, and inputs the target household composition input area 18. For example, the advertiser inputs "three or more people" as the target household composition for the publication target that appeals to family households such as cram schools.

As shown in FIG. 2, a travel interest necessity input area 19 is provided below the target household composition input area 18 on the publication target information input page 15. Whether or not the travel interest necessity input area 19 is required to have a high degree of interest in travel for the target recipients (or recipients) who advertise the publication target (hereinafter, "travel interest necessity"). It is an area for inputting), and a selection field for selectively selecting either "necessary" or "not necessary" is provided. It should be noted that the fact that the recipient is required to have a high degree of interest in travel does not mean that it is essential that the recipient has a high degree of interest in travel. It means that it is preferable for recipients with a high degree of interest to receive the posting medium. For example, if a travel plan that can be ordered online or a newly opened travel agency is targeted, and even if it is not directly related to travel, people who are highly interested in travel are more interested in it. For listings that are expected to be held (for example, restaurants that serve international cuisine), the advertiser enters "necessary" for travel interest needs.

As shown in FIG. 2, a home delivery presence / absence input area 20 is provided below the travel interest necessity input area 19 on the publication target information input page 15. The home delivery presence / absence input area 20 is an area for inputting whether or not the posting target is a product or service accompanied by home delivery (hereinafter referred to as “home delivery presence / absence”), and either “with home delivery” or “without home delivery” can be selected. There is a selection field for selecting the target. For example, a pizza delivery service or a food delivery service is a product or service that involves a delivery service. input.

As described above, the posting target information input page 15 has five items related to the characteristics of the posting target to be posted on the posting medium in the unit posting (target gender / target age group / target household composition / travel interest necessity / home delivery presence / absence. This is an interface for inputting item values for each of the "characteristic items to be posted"). That is, in the present embodiment, when an advertiser acquires useful information about a posting related to a certain posting target, the advertiser does not pinpoint the posting target, but a plurality of posting target characteristics prepared in advance. For the item, enter the item value that is recalled in consideration of the characteristics of the publication target. The publication target information input page 15 corresponds to the “dedicated interface” in the claims. The advertiser inputs the item value for each of the five items and operates the confirmation button B1. Then, each item value of each item is transmitted to the effect providing unit 11 by the function of the script incorporated in the drawing file. Hereinafter, the combination of each item value of each item is referred to as an "input item value group".

Upon receiving the input item value group, the effectiveness providing unit 11 causes the browser of the advertiser terminal 3 to display the distribution area input page (not shown). The distribution area input page is a web page for selecting one or more cities, wards, towns and villages that can include the chome area to which the posting medium is distributed in the unit posting, and the selectable cities, wards, towns and villages can be selected by the advertiser. It is displayed in a list in the above state. The advertiser assumes the maximum area (which may be a discrete area instead of a continuous area) in which the posting medium can be distributed (or may be distributed) in the unit posting, and corresponds to the maximum area. Select one or more cities. For example, if prefecture A includes cities B and C, and the advertiser considers cities B and C to be the largest area in which posting media can be distributed, the advertiser will be asked to enter the distribution area on the distribution area input page. Select City B and City C. After selecting one or more cities, the advertiser operates the confirm button. Then, each city, ward, town, and village ID (identification information that identifies each city, ward, town, and village) of the selected city, ward, town, and village (hereinafter referred to as "selected city, ward, town, and village") is transmitted to the effectiveness providing unit 11.

Upon receiving the city / ward / town / village ID of the selected city / ward / town / village, the effect level providing unit 11 refers to the effect level-related database 22 stored in the storage unit 13. The effectiveness-related database 22 is a database having records for each chome area. FIG. 3A is a diagram showing an example of the contents of one record in the effectiveness-related database 22. As shown in FIG. 3A, one record in the effectiveness relational database 22 includes a chome ID field in which a chome ID, which is identification information uniquely assigned to each chome area, is stored. Further, one record of the effectiveness relational database 22 includes an item value pattern field (item value pattern P1 field to item value pattern P108 field) for each item value pattern, and each item value pattern field is primitive. It includes a primitive predicted value field in which predicted values are stored, and a predicted value coefficient field in which predicted value coefficients (corresponding to "coefficients" in the scope of patent claims) are stored.

The item value pattern is a combination of item values of five publication target characteristic items. For example, a combination of item values for each posted characteristic item such as "target gender: male + target age group: 20-59 years old + target household composition: two people + travel interest required: not required + home delivery presence: home delivery available" Corresponds to one item value pattern. In the present embodiment, there are 108 item value patterns, and these 108 item value patterns are expressed as item value patterns P1 to item value P108. The primitive predicted value and the predicted value coefficient will be described later.

After referring to the effect degree-related database 22 stored in the storage unit 13, the effect degree providing unit 11 records the records of the effect degree-related database 22 corresponding to each of the chome areas belonging to the respective selected cities, wards, towns and villages. To identify. For all the cities, wards, towns and villages, the data recorded by associating the city, ward, town and village ID of each city, ward, town and village with the chome ID of the chome area belonging to each city, ward, town and village is stored in the storage unit 13, and the degree of effectiveness. The providing unit 11 identifies a record based on the data. Hereinafter, each of the chome areas belonging to each of the selected cities, wards, towns and villages will be referred to as "affiliated chome area". Next, the effect degree providing unit 11 executes the prediction effect degree derivation process for each of the specified records (= each of the belonging chome areas). Hereinafter, one record among the specified records is expressed as a process target record, and the predictive effect degree derivation process executed by the effect level providing unit 11 for the process target record will be described.

In the prediction effectiveness derivation process, first, the effect providing unit 11 is a field of the item value pattern composed of the same combination of the item values indicated by the received input item value group among the item value pattern fields included in the processing target record. To identify. Hereinafter, an item value pattern consisting of the same combination as the combination of item values indicated by a certain input item value group may be expressed simply as "item value pattern corresponding to a certain input item value group". For example, when the item value pattern corresponding to the input item value group is the item value pattern P1, the effectiveness providing unit 11 specifies the item value pattern P1 field. Next, the effectiveness providing unit 11 recognizes the primitive predicted value and the predicted value coefficient stored in the primitive predicted value field and the predicted value coefficient field of the specified item value pattern field. Next, the effectiveness providing unit 11 derives the predicted effectiveness by multiplying the primitive predicted value by the predicted value coefficient. In the present embodiment, the predicted effect degree takes a value in the range of "0" to "100", and the larger the value, the larger the degree of the effect. The predictive effectiveness corresponds to the "degree of effectiveness when the posting medium on which the publication target corresponding to the input item value group is distributed" in the claims. When the value obtained by multiplying the primitive predicted value by the predicted value coefficient exceeds the upper limit value or falls below the lower limit value, the effectiveness providing unit 11 sets the upper limit value or the lower limit value as the predicted effectiveness value. The above processing is the prediction effectiveness derivation processing.

Here, the prediction effectiveness will be briefly described. The predicted effectiveness of a certain item value pattern for a certain chome area is the degree of the predicted effect when a posting medium on which the publication target corresponding to the item value pattern is posted is distributed in the chome area. be. The posting target corresponding to a certain item value pattern is a posting target in which the advertiser inputs the item value pattern as an input item value group, and has the characteristics of the posting target indicated by the item value pattern. .. For example, if the input item value group input by the advertiser for the publication target X is the item value pattern P1, the publication target X corresponds to the publication target corresponding to the item value pattern P1. The degree of effect expected when the posting media is distributed to a certain chome area is the degree of effect expected based on the posting media received by the residents of that chome area if the posting media is distributed to that chome area. It means the high possibility of causing a reaction (hereinafter referred to as "expected reaction").

In the present embodiment, the expected reaction means an action induced by the posting medium, and specifically, reading the access code recorded on the posting medium (hereinafter referred to as “code reading action”), and posting are the goals. It is an action that leads to the result (hereinafter referred to as "result action"). Code reading actions and outcome actions will be described in detail later. The fact that a recipient who received the posting medium did not react at all but caused an expected reaction based on the posting medium means that the posting was effective for that recipient, and a certain chome area. If there is a high (or low) possibility of causing an expected reaction, it can be said that the effect of distributing the posting medium to the chome area is high (or low). The significance of the prediction effectiveness will become clearer when the primitive prediction value and the prediction value coefficient are explained later.

By the way, after executing the prediction effectiveness derivation process for all the specified records and deriving the prediction effect (that is, after deriving the prediction effect for all the belonging chome areas), the effect providing unit 11 The page 23 for providing the prediction effect is displayed on the browser of the advertiser terminal 3 based on the prediction effect for the belonging chome area.

FIG. 4 is a diagram showing an example of the prediction effect degree providing page 23. As shown in FIG. 4, on the prediction effect degree providing page 23, the affiliation chome area information 24 is displayed in a list in order from the affiliation chome area having the highest prediction effect degree. The affiliation chome area information 24 is information for one line, and includes the names of prefectures, cities, wards, towns and villages to which the affiliation chome area belongs, and the affiliation chome area, and also includes the prediction effect level. For all the chome areas, the storage unit 13 stores data in which information that can be displayed on the prediction effectiveness providing page 23 is recorded.

By confirming the content of the page 23 for providing the prediction effect, the advertiser can recognize the prediction effect for each of the belonging chome areas and can recognize the order in which the prediction effect is high. The prediction effect level included in the affiliation chome area information 24 of a certain affiliation chome area is the degree of the effect predicted when the posting medium on which the publication target is posted is distributed in the affiliation chome area, and the prediction effect level is high. It can be expected that posting will be more effective. Therefore, the advertiser can use the information displayed on the page 23 for providing the predictive effect as a reference when determining the priority of the chome area where the posting medium is actually distributed in the unit posting, or actually the posting medium in the unit posting. It can be used as useful information when formulating a unit posting strategy, such as by using it as a reference when selecting the chome area to distribute.

As described above, the information providing server 1 according to the present embodiment does not accept the designation of a specific posting target from the advertiser within a limited range, but one or more of the posting targets to be posted on the posting medium. It accepts item values (input item value group) for items, derives the degree of effect (predicted effect degree) when posting media is distributed based on the input item value group, and provides information on the degree of effect for each chome area. offer. Due to this structure, advertisers are informed about how to distribute the posting media on which the target is posted, not only for a specific limited target, but for all target. On the other hand, it can be provided immediately.

<Scene after distribution>
Next, the operation of the information providing server 1 in the post-distribution scene after the unit posting is performed will be described. As described above, the advertiser determines one or more chome areas where the posting medium is actually distributed by referring to the information displayed on the prediction effectiveness providing page 23. Next, the advertiser distributes (posts) a predetermined number of posting media to each of the determined chome areas. Although details are omitted, the information providing server 1 specifies the contents of the posting medium, the chome area to be distributed, the number of copies distributed for each chome area, the distribution date, and other items necessary for executing the unit posting, as well as the unit posting. The advertiser uses this service to place an order for a unit posting and execute the unit posting. Hereinafter, the chome area where the posting medium is distributed in the unit posting will be referred to as a "distribution chome area".

When an order for unit posting is received from an advertiser, the resident reaction management unit 12 generates one record in the posting management database 25 stored in the storage unit 13. FIG. 3B is a diagram showing an example of the contents of one record in the posting management database 25. As shown in FIG. 3B, one record in the posting management database 25 includes a posting ID field in which a posting ID, which is identification information uniquely assigned to each posting ordered, is stored. .. In addition, the record includes an input item value group field in which an input item value group (input item value group corresponding to the posting target posted on the posting medium distributed in the unit posting) is stored. In addition, the record includes a distribution date field in which distribution date information indicating the distribution date is stored. In addition, the record has a distribution chome management information field for each distribution chome area. Each distribution chome management information field includes a chome ID field in which the chome ID is stored, a distribution number field in which the number of distribution copies is stored, a code reading action number field in which the number of code reading actions (described later) is stored, and an outcome action. It has an outcome action number field in which numbers (described later) are stored. Hereinafter, the combination of the values of each field included in the distribution chome management information field is referred to as "distribution chome management information".

The resident reaction management unit 12 generates one record in the posting management database 25 in response to an order from the advertiser, and has appropriate values for the posting ID field, the input item value group field, and the distribution date field of the record. To store. In addition, the resident reaction management unit 12 stores appropriate values in the chome ID field and the number of distributions field for each of the distribution chome management information fields of the record, and also stores the appropriate values in the code reading action number field and the result action number field. To store. The number of code reading actions in the field The number of code reading actions and the number of result actions in the field are integer type values, and the initial value is zero. If the content of the posting is changed after the unit posting is ordered (for example, if the distribution to a certain distribution chome area is canceled or the number of copies is changed), the Resident Reaction Management Department 12 will , Update the contents of the record appropriately according to the change.

Here, the advertiser is requested to post an access code in which the following information is recorded on the posting medium. The access code is composed of a two-dimensional code that can be read by an optical camera. For the information recorded in the access code, the posting ID and the chome ID of the distribution chome area where the posting medium is distributed are added as parameters to the URL of the advertiser's website (hereinafter referred to as "advertiser website"). This is what was done (hereinafter referred to as "recorded URL"). That is, the access code posted on the posting medium distributed to a certain distribution chome area records the chome ID of the distribution chome area together with the posting ID. The advertiser website may be any site related to the target posted on the posting medium, but for the sake of simplicity of explanation in this embodiment, the advertiser website may take a performance action by the recipient. It shall be a possible site.

Outcome actions are actions that lead to "the desired outcome of posting." For example, suppose that the target of publication on the posting medium is a product (for example, a book or clothing), and one of the goals of posting is the purchase of the product by the recipient. In this case, for example, the advertiser website is a site provided with a means of purchasing the purchase of the product online, and the outcome action is to purchase the product through the advertiser website. Further, for example, it is assumed that the target of publication on the posting medium is the food delivery service, and one of the results targeted by the posting is the membership registration to the food delivery service. In this case, for example, the advertiser website is a site provided with a means for registering as a member related to the food delivery service, and the outcome action is to register as a member through the advertiser website. Further, for example, it is assumed that the target of posting on the posting medium is real estate (for example, a condominium), and one of the goals of posting is participation in a briefing session. In this case, for example, the advertiser website is a site where information about real estate is posted and a means for applying for participation in the briefing session is provided, and the achievement action is an application for participation through the advertiser website. It is to be.

In addition, advertisers are required to: That is, it is required to implement the following functions M1 and M2 on the website. The function M1 is the posting ID included in the recording URL and the chome ID (= corresponding posting) when the advertiser's website is accessed by reading the access code (= code reading action) posted on the posting medium. This is a function of transmitting access notification information including the chome ID of the chome area to which the medium is distributed to the information providing server 1.

Further, the function M2 is a function of transmitting the result notification information including the posting ID and the chome ID included in the recording URL to the information providing server 1 when the recipient performs the result action through the advertiser's website. For example, when the result action is to purchase a predetermined product to be posted through the advertiser's website, and when the recipient performs an operation instructing the purchase of the predetermined product, the result is performed by the function M2. The notification information is transmitted to the information providing server 1. The function M1 and the function M2 are implemented, for example, by incorporating a script (so-called tag) written in a predetermined script language into a drawing file (HTML file) that the website responds to in response to a request. .. This script is, for example, developed by a company that operates an information providing server 1 and provided to an advertiser. However, the method for realizing the function M1 and the function M2 is not limited to this method.

With the above configuration, after the posting medium is distributed to a certain recipient, the recipient reads the access code posted on the posting medium using the camera function of his / her own recipient terminal 4. (When the code reading action is performed), the access notification information including the posting ID and the chome ID is transmitted to the information providing server 1. Furthermore, when the recipient performs an outcome action such as purchasing a product related to the publication target on the advertiser website accessed by scanning the access code, the outcome notification information including the posting ID and the chome ID is information. It is transmitted to the providing server 1. When a recipient reads the access code using the camera function of the recipient terminal 4 owned by the recipient, the recipient shows an interest in the content of the posting medium and concretely under that interest. It can be said that the action was taken, and that the distribution of the posting medium to the recipient had a certain effect. In addition, when a recipient takes an outcome action on the advertiser's website of the access destination, it means that the posting has led to the target outcome, and it can be said that there is a certain effect as a matter of course. The above request to the advertiser may be made only to the advertiser who desires to provide information on the effect of the unit posting provided by the method described later.

The resident reaction management unit 12 receives the access notification information or the result notification information transmitted to the information providing server 1. Upon receiving the access notification information or the result notification information, the resident reaction management unit 12 executes the following processing. That is, when the access notification information is received, the resident reaction management unit 12 recognizes the posting ID and the chome ID included in the access notification information. Next, the resident reaction management unit 12 refers to the posting management database 25, identifies the record corresponding to the recognized posting ID, and corresponds to the recognized chome ID among the distribution chome management information fields included in the identified record. Identify the fields you want to do. Next, the resident reaction management unit 12 increments (counts) the number of code reading actions in the specified distribution chome management information field and the number of code reading actions in the field. Similarly, when the result notification information is received, the resident reaction management unit 12 increments (counts) the number of result actions of the records corresponding to the posting ID and the chome ID included in the posting management database 25. By performing the above processing, the number of times the code reading action is performed and the number of times the result action is performed for each of the distribution chome areas for each unit posting actually performed in the posting management database 25. Is managed. The code reading action and the outcome action each correspond to the reaction of the inhabitants to the unit posting.

If the advertiser wishes to confirm the effect of the unit posting after performing the unit posting, he / she launches the browser of the advertiser terminal 3 and accesses the second URL of the information providing server 1. When the second URL is accessed, the resident reaction management unit 12 displays the posting ID input page on the browser. The posting ID input page is a web page for inputting the posting ID of the unit posting for which the effect is to be confirmed. When the posting ID is input by the advertiser, the posting ID is transmitted to the resident reaction management unit 12.

Upon receiving the posting ID, the resident reaction management unit 12 refers to the record corresponding to the received posting ID in the posting management database 25, and based on the record, displays the resident reaction status page 26 (FIG. 5) on the advertiser terminal 3. Display on the browser of. FIG. 5 is a diagram showing an example of the inhabitant reaction status page 26. As shown in FIG. 5, the resident reaction status page 26 displays a list of resident reaction status information 27 for each of the distribution chome areas where the posting medium is distributed in the unit posting. Resident reaction status information 27 is information for one line, and includes the name of the prefecture, city, ward, town, and village to which the chome area belongs and the name of the chome area, as well as the number of copies distributed, the number of code reading actions, and the number of result actions. ing. The number of code reading actions displayed on the resident reaction status page 26 corresponds to the “resident reaction for each unit area” in the claims.

By confirming the content of the resident reaction status page 26, the advertiser can confirm the effect of the unit posting based on the specific information of the number of code reading actions and the number of result actions. Then, the advertiser can use the information displayed on the resident reaction status page 26 as useful information when verifying the advertiser's website and the strategy for the next unit posting. For example, if the number of code reading actions is relatively large for a certain chome area where the posting medium is distributed, the advertiser will try to include this chome area the next time when posting related to the same posting target. If the number of achievement actions is very small compared to the number of code reading actions, there may be a problem with the content of the advertiser's website, so let's review the content of the advertiser's website again. You can make a strategy such as.

<Scene for deriving primitive predicted values>
Next, the operation of the information providing server 1 in the scene of deriving the primitive predicted value will be described. The inhabitant characteristic database 28 is constructed in advance before the effectiveness providing unit 11 derives the primitive predicted value, and is stored in the storage unit. Records are registered in the inhabitant characteristic database 28 for each chome area. FIG. 3C is a diagram showing an example of the contents of one record in the inhabitant characteristic database. As shown in FIG. 3C, one record in the inhabitant characteristic database 28 includes a chome ID field in which a chome ID is stored. In addition, the record includes a resident population field in which the resident population indicating the population of the inhabitants living in the chome area is stored, and a household number field in which the number of households resident in the chome area is stored. In addition, the record has a male ratio field in which the male ratio, which is the ratio of males to the inhabitant population of the chome area, is stored, and a female ratio field, which stores the female ratio, which is the ratio of females to the inhabitant population in the chome area. I have.

In addition, the record shows the ratio of the younger age group, which indicates the ratio of the population of residents aged 19 or younger to the population of the inhabitants of the Chome area, the ratio of the middle age group, which indicates the ratio of the population of residents aged 20 to 59, and the ratio of the middle age group, which indicates the ratio of the population aged 60 or over. It has a younger age group ratio field, a middle age group ratio field, and an older age group ratio field in which the older age group ratio indicating the ratio of the population of the inhabitants is stored, respectively. Hereinafter, the ratio of the low age group, the ratio of the middle age group, and the ratio of the old age group are collectively referred to as the “age group ratio”. In addition, the record shows the ratio of one-person households to the total number of households in the chome area, the ratio of two-person households indicating the ratio of two-person households, and the ratio of households with three or more people. It has a one-person household ratio field, a two-person household ratio field, and a three- or more-person household ratio field, respectively, in which the ratios are stored. Hereinafter, the ratio of one-person households, the ratio of two-person households, and the ratio of households with three or more people are collectively referred to as the "household ratio".

Regarding each record of the inhabitant characteristic database 28, regarding the inhabitant population, the number of households, the male ratio, the female ratio, the age group ratio and the household ratio, for example, a census, a local government or other entity (may be a private organization, may be a private organization). It is collected and registered based on the results of the survey (which may be a private organization or an individual).

In addition, one record of the resident characteristic database 28 includes a travel interest level field in which the travel interest level, which is the travel interest level of the residents in the chome area, is stored. In this embodiment, the degree of interest in travel is expressed in three stages: large, medium, and small. The degree of travel interest in a certain chome area is determined, for example, as follows. That is, for example, a questionnaire asking the degree of interest in travel is conducted for the residents in the chome area, and the result of the response to the questionnaire is taken into consideration to determine the result. The questionnaire is not limited to directly asking the degree of interest in travel, but may indirectly ask the degree of interest in travel, such as whether or not the person went on a trip within a certain period of time. In addition, the degree of travel interest is determined by taking into account factors that correlate with the degree of interest in travel, such as the number of registered travel-related services of residents in the chome area and the usage status of travel agencies. You may. In this case, for example, the number of registered travel-related services and the usage status of the travel agency are grasped by receiving the provision from the service provider or the travel agency in an appropriate manner.

In addition, the record has a member registrant ratio field in which the member registrant ratio, which is the ratio of the "member registrant number of a specific home delivery service" to the resident population, is stored in the chome area. A particular home delivery service is, for example, a membership-based food home delivery service operated by a company. The ratio of the number of registered members is derived based on the number of registered members by providing the number of registered members of the specific home delivery service in an appropriate form from the entity that operates the specific home delivery service. The population of residents in each chome area, the number of households, the proportion of men, the proportion of women, the proportion of age groups, the proportion of households, the degree of interest in travel and the proportion of registered members are the inhabitants regarding the state, composition / structure, and preferences of the residents in each chome area. Of course, it is different for each chome area. In particular, the degree of interest in travel represents the preference of residents in the chome area for travel. In addition, the ratio of registered members estimates the degree of familiarity of residents in the chome area with general home delivery or the lack of resistance of residents to use general home delivery through the ratio of registered members of a specific home delivery service. It can be said that the information can be done. The percentage of men, the percentage of women, the percentage of age groups, the percentage of households, and the percentage of registered members are all expressed as percentages (%).

FIG. 6 is a diagram used for explaining the process when the effect level providing unit 11 derives the primitive predicted value. As described above, the primitive predicted value is set for each combination of the chome area and the item value pattern. Hereinafter, with reference to FIG. 6, the processing of the effectiveness providing unit 11 when deriving the primitive predicted value for the combination of a certain chome area (referred to as the target chome area) and a certain item value pattern (referred to as the target item value pattern) is used. explain. First, the effectiveness providing unit 11 refers to the resident characteristic database 28 and identifies the record corresponding to the target chome area. Next, the effectiveness providing unit 11 executes the scoring process based on the specified record (see <scoring process> in FIG. 6). The scoring process includes male ratio, female ratio, low age group ratio, middle age group ratio, old age group ratio, one-person household ratio, two-person household ratio, three or more household ratio, travel interest level and number of registered members. Each of the values (hereinafter collectively referred to as "resident characteristic item") (hereinafter collectively referred to as "characteristic value") is converted into a score between "0" and "100" according to a predetermined rule. It is a process.

For example, the effectiveness providing unit 11 uses the characteristic value as it is as a score for the ratio such as the male ratio. Further, for example, the effectiveness providing unit 11 sets a predetermined score for each characteristic value, such as "80" for large, "50" for medium, and "20" for small, regarding the degree of travel interest. In FIG. 6, each score of the resident characteristic item is shown as a male percentage score, a female percentage score, a younger age group percentage score, a middle age group percentage score, an older age group percentage score, a one-person household percentage score, and a two-person household percentage score. It is expressed as the percentage score for households with three or more people, the percentage score for travel interest, and the percentage score for the number of registered members (hereinafter collectively referred to as "resident characteristic score"). The scoring process is a process corresponding to the pre-processing for inputting each characteristic value of each inhabitant characteristic item as a parameter into the primitive predicted value derivation model described later.

Next, the effectiveness providing unit 11 executes the predicted value derivation process (see <predicted value derivation process> in FIG. 6). Specifically, the effectiveness providing unit 11 derives the primitive predicted value by inputting each of the inhabitant characteristic points into the primitive predicted value derivation model for the target item value pattern. The primitive predicted value derivation model is a model in which each of the inhabitant characteristic points is input and the primitive predicted value is output, and is prepared in advance for each item value pattern. Hereinafter, the primitive predicted value derivation model will be described in detail. As described above, the item value pattern is a combination of the item values of the five publication target characteristic items. And each of the inhabitant characteristic items has a correspondence relationship with any of the publication target characteristic items. In addition, one inhabitant characteristic item may correspond to a plurality of publication target characteristic items. The fact that one resident characteristic item and one posting target characteristic item have a corresponding relationship means that the relationship between the characteristic value of the one resident characteristic item and the item value of the one posting target characteristic item is the posting advertisement. It means that there is a relationship that affects the effect when distributed.

For example, the male ratio, which is one of the inhabitant characteristic items, has a correspondence relationship with the target gender, which is one of the characteristic items to be posted. If the item value of the target gender is "male", the larger the characteristic value of the male ratio in the chome area (that is, the ratio of males), the better the effect on the posting effect, and the smaller the characteristic value of the male ratio, the more the effect of posting. This is because the relationship between the characteristic value of the male proportion and the characteristic value of the target gender affects the effect of posting, as it is strongly presumed to have a bad influence on. For the same reason, the female ratio of the inhabitant characteristic item is the target gender of the characteristic item to be posted, and the ratio of the younger age group, the middle age group and the older group of the inhabitant characteristic item is the target age group of the characteristic item to be posted. The ratio of single-person households, the ratio of two-person households, and the ratio of households with three or more people in the inhabitant characteristic items are the target household composition of the characteristic items to be posted, and the degree of travel interest in the inhabitant characteristic items is the necessity of travel interest in the characteristic items to be posted and the inhabitant characteristics. The ratio of the number of registered members of the item is related to the presence or absence of home delivery of the characteristic item to be posted.

Then, the primitive predicted value derivation model of the target item value pattern multiplies the coefficients K1 to K10 (see FIG. 6, however, "K1 + K10 = 1") for each of the inhabitant characteristic points of the inhabitant characteristic item, and predicts the sum of them. Output as a value. That is, in the primitive predicted value derivation model, each weighted average of the inhabitant characteristic points is used as the primitive predicted value. Then, in the primitive predicted value derivation model, the inhabitant characteristic score of a certain inhabitant characteristic item is calculated in consideration of the relationship between the characteristic value of the inhabitant characteristic item and the publication target characteristic value of the corresponding publication target characteristic item. If it is more appropriate to increase the effect on the primordial predicted value, the corresponding coefficient is adjusted so that the influence on the primordial predicted value is greater, and the primordial predicted value is adjusted in consideration of the relationship. If it is more appropriate to reduce the effect, the corresponding coefficient is adjusted so that the effect on the primitive predicted value is smaller.

For example, suppose that the target gender is "male" in the target item value pattern. Among the inhabitant characteristic items, the male ratio and the female ratio correspond to the target gender. When the target gender is male, it is assumed that the characteristic value of the male ratio (that is, the ratio of males) has a stronger influence on the effect of posting, so the male ratio score is finally output as a primitive predicted value. It is appropriate to have a stronger influence on. In other words, when the male percentage score is large, this has a stronger effect on the primitive predicted value and contributes to the larger primitive predicted value, and when the male percentage score is small, this is stronger than the primitive predicted value. It is appropriate to influence and contribute to the reduction of the primitive predicted value. Based on the above, in the primitive predicted value derivation model, when the target gender is "male", the coefficient K1 corresponding to the male ratio score is adjusted to be larger than when it is not.

Further, for example, it is assumed that the target gender is "no gender relationship" in the target item value pattern. In this case, it is assumed that both the male and female proportions do not significantly affect the effectiveness of postings, so it is appropriate to ensure that both the male and female proportions do not significantly affect the primitive predictions. be. Based on the above, in the primitive predicted value derivation model, when the target gender is "no gender relationship", the coefficients K1 and K2 corresponding to the male ratio score and the female ratio score are smaller than those when the target gender is not. Adjusted to (may be zero).

In addition, regarding the primitive predicted value derivation model of the target item value pattern, for example, when the target age group is "19 years old or younger", the coefficient K3 corresponding to the percentage score of the younger age group is made larger, and the target household composition is "one person". In the case of "household", the coefficient K6 corresponding to the percentage score of one person is larger, and in the case of "necessary" for travel interest, the coefficient K9 corresponding to the travel interest score is larger, and the presence or absence of home delivery is "home delivery". In the case of "Yes", the coefficient K10 corresponding to the number of registrants ratio points is increased.

The above is the processing of the effectiveness providing unit 11 when deriving the primitive predicted value corresponding to the combination of the target chome area and the target item value pattern. The effectiveness providing unit 11 derives a primitive predicted value for each combination of the chome area and the item value pattern by the above method. The effect level providing unit 11 stores each of the derived primitive predicted values in an appropriate field of the effect level relational database 22.

<Scene for adjusting the predicted value coefficient>
Next, the operation of the information providing server 1 when adjusting the predicted value coefficient will be described. Here, the initial value of all the predicted value coefficients of all the records of the effect degree relational database 22 is "1". Here, the effect degree providing unit 11 executes the similar area determination process in advance prior to the adjustment of the predicted value coefficient. The similar area determination process is a process for determining whether or not the characteristics of the inhabitants are similar for each combination of the two chome areas. For example, if there are 10 chome areas (of course, the actual number of chome areas is much larger than 10), in the similar area determination process, the characteristics of the inhabitants for each of the 45 combinations of 2 chome areas. Is determined whether or not they are similar.

In the similar area determination process, it is determined as follows whether or not the one chome area and the other chome area are similar. That is, the effectiveness providing unit 11 refers to the record corresponding to the 1-chome area of the inhabitant characteristic database 28, and has a 12-dimensional feature value obtained by quantifying each item from the inhabitant population to the ratio of the number of registrants as an element. Generate a feature vector for. The effect providing unit 11 similarly generates a feature vector of the other chome area. Next, the effectiveness providing unit 11 derives the similarity between the feature vector related to the one chome area and the feature vector related to the other chome area by the existing technique, and when the similarity is equal to or more than the threshold value, the said It is determined that the one-chome area and the other chome area are similar, and if the similarity is lower than the threshold value, it is determined that the one-chome area and the other chome area are not similar. The method for determining whether or not they are similar is not limited to the illustrated method, and any method may be used. After determining whether or not each of the combinations of the two chome areas is similar, the effectiveness providing unit 11 generates a similarity relation database 29 in which information indicating whether or not each combination is similar is recorded. Then, it is stored in the storage unit 13. FIG. 3D schematically shows the contents of the similarity relation database 29.

By the way, as shown in FIG. 3A, the predicted value coefficient exists for each combination of the chome area and the item value pattern, and the effectiveness providing unit 11 exists for each combination of the chome area and the item value pattern. Adjust the predicted value coefficient to. Hereinafter, the processing of the effectiveness providing unit 11 when deriving the predicted value coefficient for the combination of a certain chome area (referred to as “target chome area”) and a certain item value pattern (referred to as “target item value pattern”). It will be described in detail.

It is assumed that a certain period has passed from the distribution date after the unit posting is performed in which the target chome area is included as the chome area for distributing the posting medium and the input item value group for the posting target is the target item value pattern. This fixed period is set so that it can be considered that no further code reading action is performed after the posting medium is distributed. The effectiveness providing unit 11 monitors whether or not a certain period of time has passed from the distribution date based on the distribution date information of the corresponding record in the posting management database 25 after the single posting is performed. Then, when the effectiveness providing unit 11 detects that a certain period of time has passed, it refers to the corresponding record of the posting management database 25, and distributes chome management information (chome ID, number of copies distributed, code reading action) for the target chome area. Number and number of achievement actions). The distribution chome management information acquired here is information regarding distribution to the target chome area of the posting medium on which the posting target corresponding to the target item value pattern is posted.

Next, the effectiveness providing unit 11 derives a result value based on the number of distributed copies, the number of code reading actions, and the number of result actions. The result value represents the actual result of the unit posting as a numerical value from "0" to "100". The higher the effect, in other words, the larger the number of code reading actions and the number of result actions, the more. The value is large. The result value is derived by a predetermined formula in consideration of the ratio of the number of code reading actions to the number of distributed copies and the ratio of the number of result actions to the number of distributed copies. The calculation formula is adjusted so that the output result value and the primitive predicted value have the same sense of scale, and this adjustment is performed at any time through comparison between various primitive predicted values and the result value. The fact that the result value and the primitive predicted value have the same sense of scale means that if the primitive predicted value and the result value are equal, the effect predicted by the primitive predicted value and the actual effect are equivalent, and the ratio to the primitive predicted value. If the result value is small, the actual effect is small compared to the effect predicted by the primitive predicted value, and if the result value is large compared to the primitive predicted value, the actual effect is compared to the effect predicted by the primitive predicted value. It means that the measure for the effect is in agreement between the result value and the primitive predicted value so that the effect of can be considered to be large. The result value corresponds to the "degree of effect expected by the reaction of the residents after distribution" in the claims.

After deriving the result value for the target chome area, the effectiveness providing unit 11 determines the primitive predicted value and the prediction for the combination of the target chome area and the target item value pattern currently registered in the effectiveness-related database 22. The value coefficient (hereinafter referred to as "pre-adjustment coefficient") is recognized, and the value obtained by multiplying the primitive predicted value by the pre-adjustment coefficient (hereinafter referred to as "provisional predicted value") is derived. Next, the effectiveness providing unit 11 compares the derived result value with the tentative prediction value. When the result value and the tentative prediction value are the same, the effectiveness providing unit 11 does not change the value of the pre-adjustment coefficient. In the present embodiment, the configuration is not changed when the values are the same, but the configuration may not be changed even when there is no difference that can be regarded as equivalent. When the tentative prediction value and the result value are different, the effectiveness providing unit 11 derives an average value of the tentative prediction value and the result value (a value intermediate between the tentative prediction value and the result value). Next, the effectiveness providing unit 11 derives a coefficient that becomes an average value when multiplied by the primitive predicted value. Next, the effectiveness providing unit 11 sets the derived coefficient as a new predicted value coefficient, and updates the value of the pre-adjustment coefficient registered in the effectiveness-related database 22 so as to be the value of the derived coefficient.

For example, suppose that the primitive predicted value is "50" and the pre-adjustment coefficient is "1.2". In this case, the tentative prediction value is "60". At this time, assuming that the result value is "80", the effectiveness providing unit 11 derives "70" as the average value of the provisional prediction value and the result value, and sets the primitive prediction value "50" to the average value "70". The coefficient "1.4" that leads to "" is derived. The effectiveness providing unit 11 sets this coefficient "1.4" as a new predicted value coefficient, and sets the value of the predicted value before adjustment to "1.4". After that, it is assumed that a new unit posting is performed. At this time, the registered primitive predicted value is "50", the registered predicted value coefficient is "1.4", and the tentative predicted value is "70". Further, it is assumed that the result value is "80". In this case, the effectiveness providing unit 11 derives "75" as the average value of the tentative prediction value and the result value, and sets a coefficient "1.5" that causes the primitive prediction value "50" to reach the average value "75". Derived and use this as a new predicted value coefficient.

The above is the processing of the effect providing unit 11 when adjusting the predicted value coefficient for the combination of the target chome area and the target item value pattern. In the above, the case of adjusting the predicted value coefficient for the combination of the target chome area and the target item value pattern is taken as an example, but the effectiveness providing unit 11 performs when a certain period elapses from the distribution date for a certain unit posting. , Adjust the predicted value coefficient for each of the chome areas where the posting medium is distributed in the unit posting. As described above, when the effectiveness providing unit 11 receives the input item value group from the advertiser, it derives the predicted effectiveness by multiplying the primitive predicted value by the predicted value coefficient, and provides it to the advertiser. do. Then, in the present embodiment, since the primitive predicted value and the predicted value coefficient are derived as described above, the following effects are obtained. That is, the primitive predicted value for a certain input item value group in a certain chome area is a value that reflects the relationship between the characteristics of the posting target indicated by the input item value group and the characteristics of the inhabitants of the chome area. It can be said that the accuracy is high. Therefore, the initial value of the predicted value coefficient is "1", and the predicted effectiveness and the primitive predicted value are the same in the situation where the predicted value coefficient is not updated, but even in such a situation, the accuracy is correct. High information can be provided to advertisers.

On the other hand, the primitive predicted value is not a value that reflects the result of the actual posting, and it can be said that there is room for improvement in that respect. Then, in the present embodiment, when the posting medium in which the posting target corresponding to the input item value group is posted has been distributed to the chome area, the chome area is not the primitive predicted value itself, but the primitive predicted value itself. Advertisers are provided with predictive effectiveness adjusted by a predictive value coefficient that is adjusted from time to time based on the reaction of residents when distributed. Therefore, in such a case, it is possible to provide the advertiser with more accurate information.

For the combination of a certain input item value group and a certain chome area, the result value derived most recently for the combination (that is, the result value based on the result of the most recently performed unit posting) is provided as the prediction effectiveness. It is also possible. In this case, the value provided to the advertiser as the prediction effectiveness is a value that does not include the primitive prediction value. However, in this case, there are the following problems. That is, the result value is certainly a value based on the result of the unit posting actually performed, and although the information is highly accurate in that respect, it is accidentally an abnormal value (for a value that should be originally) for some reason. It can be a very high value or a very low value). Then, for a combination of a certain input item value group and a certain chome area, if the result value derived most recently for the combination is provided to the advertiser as the prediction effectiveness, such an abnormal value is provided to the advertiser. There is a problem in that it cannot be ruled out. On the other hand, according to the present embodiment, this is actually performed based on the primitive predicted values derived by adding objectively correct information as the characteristics of the inhabitants, which are grasped based on the national census and the like. Due to the configuration that is corrected by the coefficient (predicted value coefficient) adjusted based on the result of the unit posting, and provided, even if an abnormal value occurs in the result value, the value deviates from the actual situation. It is possible to prevent it from being provided to the advertiser.

Further, in the present embodiment, when deriving a new predicted value coefficient, the effectiveness providing unit 11 does not derive only based on the relationship between the primitive predicted value and the result value, but “currently based on the primitive predicted value”. Based on the relationship between the "value obtained by multiplying the predicted value coefficient of" (the value corresponding to the predicted effectiveness at that time) and the result value, "the value obtained by multiplying the primitive predicted value by the current predicted value coefficient" is used as the result value. Adjust the predicted value factor to get closer. That is, the effectiveness providing unit 11 adjusts the predicted value coefficient while reflecting the adjustment of the predicted value coefficient made in the past. According to this configuration, when the result value is a sudden abnormal value, the adverse effect of the abnormal value on the predicted value coefficient can be mitigated.

The method in which the effectiveness providing unit 11 adjusts the predicted value coefficient while reflecting the adjustment of the predicted value coefficient performed in the past is not limited to the method described in the present embodiment. For example, the following method may be used. That is, the effectiveness providing unit 11 derives a coefficient (hereinafter, referred to as “simple coefficient”) for converting the primitive predicted value into a result value each time the predicted value coefficient is adjusted. Then, when the predicted value coefficient is adjusted at a certain timing, the effectiveness providing unit 11 derives a simple coefficient at that timing and acquires the simple coefficient derived in each of the adjustments made in the past. The past simple coefficients are stored in the storage area. Then, the effectiveness providing unit 11 derives the average value of each of the simple coefficient derived at that timing and the simple coefficient derived in the past, and uses this as a new predicted value coefficient. Such a method may be used. In the case of this method, when deriving the average value, the average value by the weighted average weighted so that the weight becomes smaller as the simple coefficient is older in time may be derived.

Further, in the present embodiment, the effectiveness providing unit 11 further executes the following processing when the predicted value coefficient for the combination of the target chome area and the target item value pattern is adjusted. That is, the effectiveness providing unit 11 refers to the similarity relation database and identifies a chome area similar to the target chome area. Hereinafter, the chome area specified here is referred to as a "similar chome area". There may be one or more similar chome areas, or none at all. Then, the effect degree providing unit 11 also adjusts a new predicted value coefficient by the above-mentioned method using the “result value” derived for the target chome area also for the similarity chome area.

That is, when the effect providing unit 11 adjusts the predicted value coefficient of a certain chome area based on the result of a certain unit posting, the effect providing unit 11 also derives the chome area having similar inhabitant characteristics to the chome area in the chome area. The predicted value coefficient is derived using the result value. This has the following effects. That is, when the characteristics of the residents are similar between the one-chome area and the other chome area, the effect of distributing the posting medium on which the posting target corresponding to the common item value pattern is posted is the one. It is expected that the chome area and the other chome area will be similar. That is, it is assumed that the result values are considerably close to each other for the chome areas. Therefore, it is appropriate to adjust the predicted value coefficient of a chome area similar to that chome area by using the result value derived for a certain chome area.

Then, by adjusting the predicted value coefficient for the chome area similar to the chome area based on the result value derived for a certain chome area, the result of posting in which the predicted value coefficient of the similar chome area is actually performed is obtained. The reflected accuracy can be high. In addition, as a result, the predicted value coefficient for each combination of the chome area and the item value pattern has not been adjusted even once, the number of adjustments has been very small, or since the previous adjustment was made. It is possible to reduce the possibility that a predicted value coefficient that has passed for a considerably long period of time appears.

Next, an operation example of the information providing server 1 according to the present embodiment will be described with reference to a flowchart. FIG. 7 is a flowchart showing the operation of the main part of the information providing server 1. As shown in FIG. 7, the effectiveness providing unit 11 of the information providing server 1 inputs item values for one or more items related to the characteristics of the posting target to be posted on the posting medium. When a posting medium containing the publication target corresponding to the input item value group is distributed for each chome area based on the input item value group that is a combination of the item values input in (dedicated interface). (Degree of effect of) is derived (step SA1). Next, the effectiveness providing unit 11 provides the advertiser with the predicted effectiveness for each chome area by displaying the predicted effectiveness providing page 23 (step SA2).

In step SA1, when the effect level providing unit 11 derives the predicted effectiveness level for the 1-chome area based on the input item value group, the characteristics of the publication target indicated by the input item value group and the 1-chome area are linked. Reflecting the relationship with the characteristics of the inhabitants of the area, a primitive predicted value showing the degree of effect when the posting medium on which the posting target corresponding to the input item value group is posted is distributed to the 1-chome area is derived. However, if the posting medium in which the posting target corresponding to the input item value group is posted has been distributed to the 1-chome area in the past, the relevant is based on the reaction and predicted value of the residents at that time. While deriving the predicted effectiveness for the 1-chome area, if it has never been distributed, the predicted effectiveness for the 1-chome area is derived based on the predicted value.

Although one embodiment of the present invention has been described above, the above-described embodiment is merely an example of embodiment of the present invention, whereby the technical scope of the present invention is limitedly interpreted. It should not be done. That is, the present invention can be implemented in various forms without departing from its gist or its main features.

For example, in the above embodiment, the target age group and the target household composition may be specified in more detail. As an example, the target age group may be specified by 5 years old, such as 0-4 years old, 5-9 years old, etc., and the household composition can be explicitly specified for households with 4 or more people. You may.

In addition, the publication target characteristic items described in the above embodiment are merely examples, and other items may be included. For example, regarding the attributes of the target recipient (or recipient group), the characteristics items to be posted regarding the annual income, occupation (salaryman, part-time jobber, etc.), residence (apartment, house, etc.), owned vehicle, etc. should be included. It may be. Also, regarding the interests (preferences) of the target recipient (or recipient group), for example, mindfulness, self-management / self-care, relaxation, beauty, hospital, parenting, education, study, business, community, music, etc. Sports, Outdoors, Gambling, Fashion, Reading, Entertainment, Arts, Vehicles (Vehicles of Interest, Not Attributes), Interiors, Shopping, Housing (Dwellings of Interest, Not Attribute), Pets, Characteristic items to be posted regarding interests (preferences) in security / safety, cooking / gourmet, gardening / DIY, outings, home appliances, real estate, investment / insurance, consumer finance, etc. may be included. In addition, the resident characteristic item is set according to the publication target characteristic item, and the characteristic value of each resident characteristic item is stored in each record of the resident characteristic database 28. For example, when the annual income of the target recipient is set as the characteristic item to be posted, for example, the ratio shown in the total number of households is set for each range of the annual income as the resident characteristic item. Then, the primitive predicted value is derived by taking into account the relationship between the item value of the publication target characteristic item related to the annual income and the characteristic value of the inhabitant characteristic item related to the annual income.

Moreover, the contents of various interfaces of the above-described embodiment are not limited to those described. For example, the content of the publication target information input page 15 should be changed according to the publication target characteristic item and the mode of the option that can be selected for each item. Further, the distribution area input page has a configuration in which selectable cities, wards, towns and villages are displayed in a list, but a map may be displayed and the cities, wards, towns and villages may be specified on the map. Further, on the prediction effect degree providing page 23, the belonging chome area information 24 is displayed in a list in descending order of the prediction effect degree, but for example, a predetermined rule (for example, in alphabetical order, located north on the map) The affiliation chome area information 24 may be displayed in a list according to the order in which the chome areas are arranged according to the order in which the chome areas are arranged. That is, how to provide the predictive effectiveness to the advertiser is not limited to the mode illustrated in the above embodiment. In addition, the resident reaction status page 26 has a configuration in which the resident reaction status information 27 is displayed in a list. For example, on a map, the number of copies distributed, the number of code reading actions, and the results are linked to the area of each chome area. The number of actions may be displayed.

Further, in the above embodiment, the primitive predicted value and the predicted effectiveness are set to values in the range of 0 to 100, but this is for the sake of simplicity, and the degree of the effect of posting can be grasped. , The values may be comparable between different chome areas.

Also, in the above embodiment, the outcome action is limited to the action taken on the advertiser website accessed by reading the access code. This is for the sake of simplicity of explanation, and the outcome action is not limited to that illustrated in the above embodiment. For example, when the advertiser website is accessed by reading the access code from the recipient terminal 4, information that identifies the recipient terminal 4 is collected, and the information is stored in association with the posting ID and the chome ID. Keep it. The information that identifies the recipient terminal 4 may be, for example, information generated by a fingerprinting technique, information using a cookie, or some unique information such as a MAC address. After that, when there is an access from the recipient terminal 4 specified by the collected information and an action leading to the target result of posting is performed, the result notification information is sent to the information providing server with this as the result action. It may be configured to be transmitted to 1. Also, outcome actions are not limited to actions taken online. For example, it goes without saying that actions in the real world, such as purchasing a product (target of publication) in a store in the real world or visiting a store, may be included in the outcome action. In this case, for example, a questionnaire can be used to determine whether or not the behavior is derived from the posting medium.

Further, in the above embodiment, the effectiveness providing unit 11 provides the predicted effectiveness for all the combinations of the chome area and the item value pattern in advance before providing the predicted effectiveness in response to the request from the advertiser. Was derived. In this regard, the effectiveness providing unit 11 may derive the primitive predicted value within a necessary range each time when the predicted effectiveness is derived.

Further, in the above embodiment, the chome area is the smallest unit area for posting, but an area other than the chome area may be used as the unit area. As an example, an area uniquely defined that does not originate from an administrative division may be used as a unit area, or a plurality of chome area groups may be used as one unit area. Further, in the above embodiment, an external device capable of communicating with the information providing server 1 may execute all or a part of the processing that the functional block of the information providing server 1 is supposed to execute. In this case, the information providing server 1 and the external device cooperate to function as an "information processing system". The external device is, for example, a cloud server that executes processing in response to a request from the information providing server 1. Further, the specific contents of various databases and data are not limited to the contents illustrated in the above embodiment.

Further, in the above embodiment, the advertiser terminal 3 is equipped with a browser, and the advertiser terminal 3 accesses the information providing server 1 by the function of the browser. Regarding this point, a dedicated application is installed in advance on the advertiser terminal 3, and the function of this dedicated application allows access to the information providing server 1 and use of the service provided by the information providing server 1 (exemplified in the embodiment). It may be configured to perform (including display of screens corresponding to various web pages).

1 Information providing server (information providing system)
11 Effectiveness provision department 12 Resident reaction management department

Claims (10)

Input item values for one or more items related to the characteristics of the object to be posted on the posting medium Based on the input item value group that is a combination of the item values input to the dedicated interface, the posting medium is displayed. For each unit area that is the unit of the distribution range, the degree of effect when the posting medium on which the posting target corresponding to the input item value group is posted is distributed, and the degree of effect for each unit area is derived. Equipped with an effectiveness provider that provides information about
The effect providing unit
When deriving the degree of effect for one unit area based on the input item value group,
The posting on which the posting target corresponding to the input item value group is posted, reflecting the relationship between the characteristics of the posting target indicated by the input item value group and the characteristics of the inhabitants of the unit area. Derivation of the predicted value of the degree of effect when the medium is distributed to the unit area of the one,
If the posting medium on which the posting target corresponding to the input item value group is posted has been distributed to the one unit area in the past, it is based on the reaction of the inhabitants at that time and the predicted value. Therefore, while deriving the degree of effect for the one unit area, if it has never been distributed, the degree of effect for the one unit area is derived based on the predicted value. Information provision system. The effect providing unit
When deriving the degree of effect for one unit area based on the input item value group, the posting medium on which the publication target corresponding to the input item value group has been posted in the past is used as the unit area. The first aspect of claim 1, wherein the degree of effect on the unit area of the one is derived by adjusting the predicted value according to the reaction of the inhabitants at that time. Information provision system. The effect providing unit
While deriving the degree of effect by multiplying the predicted value by a coefficient, it is distributed every time the posting medium on which the publication target corresponding to the combination of the item values is distributed in one unit area. Based on the reaction of the inhabitants later, the coefficient to be multiplied by the predicted value corresponding to the combination of the item values of the one for the unit area of the one is adjusted.
The information providing system according to claim 2, wherein when adjusting the coefficient, the coefficient is adjusted so that the predicted value approaches the degree of effect expected by the reaction of the residents after distribution. The information providing system according to claim 3, wherein the effect providing unit adjusts the coefficient while reflecting the adjustment of the coefficient performed in the past. The effect providing unit
The item for the unit area, based on the reaction of the inhabitants when the posting medium on which the posting target is posted corresponding to the combination of the item values is distributed to the unit area. When adjusting the coefficient to be multiplied by the predicted value corresponding to the combination of values, the item of the one is also based on the reaction of the inhabitant for another unit area having similar characteristics to the unit area of the inhabitant. The information providing system according to claim 3 or 4, wherein the coefficient for multiplying the predicted value corresponding to a combination of values is adjusted. The claim is characterized by further comprising a resident reaction management unit that manages a reaction caused by a resident of each of the unit areas based on the posting medium after the posting medium is distributed to one or more of the unit areas. The information providing system according to any one of 1 to 5. An optically readable code in which the URL of the web page relating to the posting medium and the identification information of the unit area to which the posting medium is distributed is recorded is posted on the posting medium.
When the code is read by the terminal and the web page is accessed, the identification information of the unit area recorded in the code is transmitted to the resident reaction management unit.
The information providing system according to claim 6, wherein the resident reaction management unit manages the reaction of the resident in each unit area by counting the received identification information. The information providing system according to claim 7, wherein the resident reaction management unit provides a count number for each unit area in response to a request. The characteristics of the inhabitants of the unit area are represented by characteristic values for one or more items related to the characteristics of the inhabitants, and the items related to the characteristics of the inhabitants correspond to any of the items related to the characteristics to be posted. The relationship between the characteristic value and the item value of both items that are related and correspond to each other affects the effect when the posting medium is distributed.
The effect providing unit
While deriving the predicted value by reflecting the characteristic value of the item related to the characteristic of the inhabitant, the degree of influence on the predicted value is adjusted for each of the characteristic values based on the corresponding item value. The information providing system according to any one of claims 1 to 8, characterized in that. The effectiveness provider of the information providing system inputs item values for one or more items related to the characteristics of the object to be posted on the posting medium. Input items that are a combination of item values input to the dedicated interface. Based on the value group, the degree of effect when the posting medium on which the posting target corresponding to the input item value group is posted is derived for each unit area that is the unit of the range in which the posting medium is distributed. The first step to do
The effect providing unit of the information providing system includes a second step of providing information on the degree of effect for each unit area.
In the first step, when the effect degree providing unit derives the degree of effect for one unit area based on the input item value group, the characteristic of the publication target indicated by the input item value group and the said Reflecting the relationship with the characteristics of the inhabitants of the unit area, the effect of distributing the posting medium on which the posting target corresponding to the input item value group is posted to the unit area. If the predicted value of the degree is derived and the posting medium on which the posting target corresponding to the input item value group is posted has been distributed to the unit area of the one, the inhabitants at that time Based on the reaction and the predicted value, the degree of effect on the one unit area is derived, and if it has never been distributed, the effect on the one unit area based on the predicted value. An information providing method characterized by deriving the degree of.

Images