JP2022144204A - Information processing apparatus - Google Patents

Abstract

To provide an information processing apparatus configured to improve efficiency of operations on a web advertisement of a company.SOLUTION: In a server 1 which supports operations on a web advertisement of a company, a simulation unit 104 executes simulation on advertisement information for a future predetermined period, the advertisement information being information on the web advertisement of the company, on the basis of a budget for the predetermined period and past results for a recent period of the predetermined period, using predetermined granularity including at least a campaign unit, as a unit. The display control unit 103 causes a company terminal 2 to display a UI so as to implement adjustment of allocation of the budget for the predetermined period using the predetermined granularity including at least the campaign unit, as a unit, on the basis of a result of executing the simulation, on the company terminal 2.SELECTED DRAWING: Figure 4

Description

The present invention relates to an information processing device.

Conventionally, there have been proposed techniques for supporting web advertisement management operations of businesses (for example, Patent Literature 1).

JP 2008-158713 A

However, conventional techniques including Patent Literature 1 alone have not been able to sufficiently meet the demands of businesses seeking to improve the efficiency of web advertisement management operations.

SUMMARY OF THE INVENTION The present invention has been made in view of such a situation, and an object of the present invention is to improve the efficiency of operations related to web advertisements of business operators.

In order to achieve the above object, an information processing device according to one aspect of the present invention includes:
In an information processing device that supports business operations related to web advertisements of businesses,
Using the information about the web advertisement of the business operator as advertisement information, a simulation of the advertisement information for a predetermined period in the future is performed based on the budget for the predetermined period and the actual results for the most recent period of the predetermined period, including at least a campaign unit. a simulation executing means for executing a predetermined granularity as a unit;
allocation adjustment means for adjusting the allocation of the budget for the predetermined period in units of predetermined granularity including at least the campaign unit, based on the result of executing the simulation;
Prepare.

Advantageous Effects of Invention According to the present invention, it is possible to improve the efficiency of operations related to web advertisements of business operators.

1 is a diagram showing an overview of this service that can be realized by an information processing system to which a server according to an embodiment of the invention is applied; FIG. It is a figure showing an example of composition of an information processing system in which a server concerning one embodiment of an information processor of the present invention is applied. 3 is a block diagram showing an example of a hardware configuration of a server in the information processing system shown in FIG. 2; FIG. An example of the functional configuration for executing the dashboard display control process, the policy log display control process, and the budget allocation routine policy execution process among the functional configurations of the server in FIG. 3 constituting the information processing system in FIG. It is a functional block diagram showing. FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; FIG. 3 is a diagram showing a specific example of a dashboard as an interface displayed on the operator terminal of FIG. 2; 3 is a diagram showing a specific example of a policy log as an interface displayed on the business operator terminal of FIG. 2; FIG.

BEST MODE FOR CARRYING OUT THE INVENTION Hereinafter, embodiments of the present invention will be described with reference to the drawings.

First, with reference to FIG. 1, an outline of a service (hereinafter referred to as "this service") that can be realized by an information processing system to which a server 1 according to an embodiment of the present invention is applied will be described.

FIG. 1 is a diagram showing an overview of this service that can be realized by an information processing system to which a server according to one embodiment of the present invention is applied.

This service is a service provided by a service provider (not shown) to each of businesses U1 to Un (n is an integer value of 1 or more) who are advertisers of web advertisements.

Business operators U1 to Un each use information processing devices 2-1 to 2-n such as personal computers, tablets, and smartphones (hereinafter referred to as "each of business operator terminals 2-1 to 2-n"). Use this service by operating.
As will be described later, each of the operator terminals 2-1 to 2-n, when executing at least a part of the operational work related to the Web advertisement of each of the operators U1 to Un, In addition to each Un, there are also cases where it is operated by service providers, operation consultants, and the like.
Dedicated application software can be installed in each of the operator terminals 2-1 to 2-n. This makes it possible to use this service using each of the operator terminals 2-1 to 2-n on which the application software is installed.
This service can also be used by accessing a predetermined website displayed by the browser function of each of the operator terminals 2-1 to 2-n.
Hereinafter, when there is no need to explain each of the operators U1 to Un individually, they will be collectively referred to as "operator U". Further, when calling the operator U, the operator terminals 2-1 to 2-n are collectively called the "operator terminal 2".

As shown in FIG. 1, the present service includes a dashboard service, a policy log service, and a budget allocation routine policy execution service as services for supporting the business operator U's web advertisement management operations. In other words, conventionally, the operations related to web advertisements of the business operator U were collectively performed by an advertising agency. It is possible to eliminate dependence on advertising agencies and snobbery. That is, at least part of the operation work can be easily executed by the service provider, the business operator U, the operation consultant, or the like, and highly reproducible operation becomes possible.
Note that, hereinafter, a person who executes at least a part of the operation work, such as a service provider, an operator U, or an operation consultant, will be referred to as an "executor of operation work." Further, the operations performed by the operation task executor can be performed on any information processing device that can communicate with the server 1, but for the sake of convenience in the following explanation, the operations are performed on the business operator terminal 2. FIG.
This service includes a dashboard service, a measure log service, and a budget allocation routine measure execution service as services that can be effectively utilized when such an operation task executor executes the operation task.
The “dashboard service” is a service for displaying a dashboard including various information related to management operations related to web advertisements of the business operator U as a UI (user interface) displayed on the business operator terminal 2 .
The “policy log service” is a service that causes the business terminal 2 to display, as a UI displayed on the business terminal 2, a business action log that includes various information about the business operations related to Web advertisements of the business U.
The "budget allocation/routine measure service" is a UI displayed on the business operator's terminal 2 that automatically executes budget allocation and routine measures while simulating, and displays the result on the business operator's terminal 2. Service.

In the dashboard service, information (hereinafter referred to as "advertisement information") related to the web advertisement of the business operator U is obtained. The advertisement information includes, for example, various data provided from media side servers 3-1 to 3-m managed by those who provide each of the Web advertisement media M1 to Mm (m is an integer value of 1 or more). and data obtained from advertising measurement tools provided by the other service server 4 . Hereinafter, when there is no need to explain each of the web advertising media M1 to Mm individually, they will be collectively referred to as "web advertising media M". In addition, when calling the Web advertisement medium M, the media side servers 3-1 to 3-m are collectively called the "medium side server 3". A specific example of the advertisement information will be described later with reference to FIGS. 5 to 16. FIG.
In addition, the dashboard service manages information related to the business of the operator U (hereinafter referred to as “business information”). Business information includes, for example, CRM (customer management) data and data recorded in cloud-type spreadsheet software (hereinafter referred to as "cloud spreadsheet software") that can be used without being installed on the business terminal 2. etc. A specific example of the business information will be described later with reference to FIGS. 5 to 16. FIG.
In the dashboard service, at least part of the business information of the operator U and the advertisement information are displayed on the operator terminal 2 in a form that allows comparison (for example, the form shown in FIGS. 5 to 15 described later).
As a result, business information and advertisement information can be easily centrally managed. As a result, for example, it is possible to compare the CV (conversion) of the web advertisement included in the advertisement information with the data relating to contract closing and the data relating to sales in the business information. Note that "CV (conversion)" refers to the results of web advertising.

Here, existing BI tools (business intelligence tools) use APIs (application programming interface) was possible.
On the other hand, RAW data (raw data) is automatically or manually uploaded to the server 1 even with various tools that do not release APIs (Application Programming Interfaces). As a result, all the data can be linked in the server 1, so that a dashboard service can be realized.

Here, in the budget allocation routine measure execution service, regarding the CV (conversion) and progress toward the target related to the web advertisement of the business operator U, the web advertisement medium M unit, the category unit, and the sales promotion campaign targeted for the web advertisement (hereinafter referred to as It is possible for an operation executor to perform simulations in units of various granularities, such as units (abbreviated as "campaigns").
As a result, the simulation can be performed for each product of the same type provided by the business operator U to its customers, so that the target value of the results for each product can be automatically set.

Here, with existing BI tools (business intelligence tools), it was necessary to manually set the target value for each product. For this reason, the convenience is poor, and the target value of the result of the Web advertisement cannot be tracked for each product.
On the other hand, the operation executor can appropriately execute such a simulation and follow in real time the progress toward the target value of the result of the Web advertisement with respect to various granularities. In addition, it is possible to flexibly respond to changes in the target value of Web advertisement results.
A specific example of simulation of results of web advertisements provided by the budget allocation routine measure execution service will be described later with reference to FIG. 15 .

In addition, in the budget allocation routine execution service, a simulation of advertising information for a predetermined future period (for example, the next month) is performed for each unit of various granularities such as the Web advertising medium M unit, the category unit, and the campaign unit. be done. This simulation is executed based on the budget for the predetermined period and the results for the most recent period (for example, the most recent two weeks) of the predetermined period.
Although the details will be described later with reference to FIG. 15, the performance for the period immediately preceding the predetermined period is corrected by redistributing the budget based on a predetermined algorithm. Then, a simulation is executed based on the corrected performance and the budget for the predetermined period.
Then, based on the execution result of the simulation, the optimal allocation of the budget is automatically adjusted. This allocation adjustment can also be performed for each unit of various granularity, such as Web advertisement medium M units, category units, and campaign units.
Also, in the budget allocation routine measure execution service, routine measures whose rules can be fixed are automatically executed.
As a result, measures that cannot be executed by the AI (artificial intelligence) of the Web advertising medium M but that have a high degree of contribution to performance are automated, and individuality is eliminated. The result is a dramatic improvement in speed and accuracy over manual execution.

The simulation results can also be provided to each medium. Also, once the optimal allocation of the budget is adjusted as described above, the media side settings are made. In this way, the setting on the medium side and the allocation are interlocked.

Here, in the dashboard service, it is determined whether or not at least some values included in the advertisement information of the business operator U are abnormal values.
Here, an abnormal value refers to a value that is improved or worsened by a predetermined level or more with respect to a target or the most recent value as a reference.
Determination as to whether or not there is an abnormal value is made every predetermined period. Here, the method used when determining whether or not there is an abnormal value is not particularly limited, and various methods can be used. Incidentally, in the present embodiment, it is determined whether or not the value is an abnormal value using a predetermined algorithm. As an algorithm, for example, it is possible to adopt such an algorithm that when CV (conversion) decreases by 30% or more, it is determined as an abnormal value. Alert information indicating the value is displayed for the value determined as an abnormal value.
As a result, for example, in the short term, alert information indicating an abnormal value can be displayed on a daily or weekly basis. In addition to displaying alert information, it is also possible to suggest the cause of the occurrence of an abnormal value.
A specific example of determination of an abnormal value of Web advertisement results provided by the dashboard service will be described later with reference to FIG.

In addition, in the dashboard service, factors of abnormal values are identified for each of various granularity units such as Web advertisement medium M units, category units, and campaign units. Then, the information is displayed on the operator terminal 2 .
Here, the method used to specify and display the cause of the abnormal value is not particularly limited, and various methods can be used. In addition, in this embodiment, a method of specifying and displaying the cause of the abnormal value using a predetermined algorithm is adopted. As an algorithm, for example, for each campaign, a factor (for example, CVR (conversion rate) -30%) for the extent of deterioration (for example, CV (conversion) -50 cases) is displayed. can be done. Here, "CVR (conversion rate)" is a value indicating how much CV (conversion) was obtained with respect to CT (number of clicks) for a web advertisement. CVR (conversion rate) can be calculated by dividing CV (conversion) by CT (number of clicks).
This makes it possible to easily identify the cause of the displayed abnormal value.
A specific example of specifying the cause of the abnormal value provided by the dashboard service will be described later with reference to FIG.

In addition, in the dashboard service, for each unit of various granularities such as Web advertising media M units, category units, and campaign units, information on the factors of abnormal values is arranged in descending order of the degree of abnormal values. .
This enables the following display, which was not possible with existing BI tools (business intelligence tools). That is, for example, it is possible to display campaigns in descending order of CV (conversion), display campaigns in descending order of CPA (cost per conversion), and the like.
Here, “CPA (cost per conversion)” is a value indicating the cost of web advertisement spent to acquire one unit of customers. In other words, the lower the CPA (cost per conversion), the more efficiently the customer can be acquired. CPA (cost per conversion) can be calculated, for example, by dividing the web advertisement cost by CV (conversion).
A specific example of arrangement of information on factors of abnormal values provided by the dashboard service will be described later with reference to FIG.

Further, in the dashboard service, at least part of the advertisement information of the operator U is displayed on the operator terminal 2 in a manner that allows comparison between the operator U and other competitors.
As a result, it is possible to visualize the status of other companies that compete with the business operator U on the dashboard, which could not be realized with existing technology. As a result, for example, it is possible to filter information indicating the situation of competitors, score them according to a predetermined logic, and display them.
A specific example of visualization of the situation itself of other companies competing with the business operator U provided by the dashboard service will be described later with reference to FIGS. 13 and 14. FIG.

Also, in the dashboard service, at least part of the advertising information of the business operator U is displayed on the business terminal 2 for each of various granularity units such as the Web advertising medium M unit, the category unit, or the campaign unit. Specifically, for example, as such a unit, it is also possible to display on the business terminal 2 in units of creatives. Here, "creative" refers to a product created for Web advertisement by the business operator U or its client. Creatives include promotional videos, banners, leaflets, and general materials created for Web advertisements.
As a result, it becomes possible to create a dashboard of results for each creative for all Web advertising media M, which could not be realized with the existing technology. As a result, for example, it is possible to filter results for each creative, score them according to a predetermined logic, and display them.
A specific example of creating a dashboard for each creative provided by the dashboard service will be described later with reference to FIGS. 9 and 10. FIG.

Further, in the dashboard service, a calendar for setting the target period of the business information and advertisement information of the business operator U is displayed at a predetermined position.
As a result, for example, when it is desired to grasp the overall result of the Web advertisement, it is possible to perform an operation of selecting a monthly calendar. Also, if the user wants to check the details of the result of the Web advertisement, he can perform an operation of selecting a daily calendar.
A specific example of the calendar will be described later with reference to FIG.
As a result, it is possible to flexibly change the UI in accordance with the operator's operation, which could not be realized with the existing technology.
Specifically, for example, when a predetermined period such as a monthly unit is set by a calendar, as shown in FIG. , estimated landing, target, (past) x month, and so on are displayed. On the other hand, when the daily unit is set by the calendar, although not shown, the UI for items such as Imp, CT, .
As described above, in the dashboard service, when a predetermined condition (in the above example, the condition that the calendar settings are changed) is satisfied, at least part of the business information and the advertising information are changed in expression form. It has become so.

In addition, among the present services, in the policy log service, information input from the operator terminal 2 is accepted in units of a plurality of cells forming the policy log. Then, the information whose input has been accepted is displayed in the cell for which the input was made.
As a result, for example, instead of form input, it becomes possible to directly input and edit data in cloud spreadsheet software cells, which could not be realized with existing technology.
A specific example of direct input and editing of cells of cloud spreadsheet software provided by the policy log service will be described later with reference to FIG. 16 .

The policy log displayed on the business operator terminal 2 can include various types of information consisting of a plurality of items. In other words, at least the purpose of the policy, the content of the policy, and the result of the policy can be included as a plurality of items related to the policy regarding the Web advertisement. The policy purpose includes, for example, policy background and policy purpose. The content of the policy includes, for example, the content of the policy, the execution period, and the verification period. In addition, results, findings, next actions, and performance data exist as policy results.
As a result, it is possible to display items specialized for advertising management measures. As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

In addition, in the policy log service, uploading or downloading of a predetermined data file (hereinafter referred to as “file”) by the operator terminal 2 is accepted in units of cells of the cloud spreadsheet software. Then, a symbol indicating the file whose upload or download has been accepted is displayed in the target cell.
This facilitates the operation of uploading or downloading specific files to the cell.
A specific example of uploading or downloading a specific file to or from a cloud spreadsheet software cell provided by the policy log service described above will be described later with reference to FIG.

As for files, in addition to being uploaded by the operator terminal 2, it is also possible to automatically acquire files managed by the dashboard itself. That is, the calculation results managed by the dashboard can be automatically input for each measure.
Thus, in this service, cooperation is achieved between the dashboard service and the policy log service.
The method of this cooperation is not particularly limited, and various methods can be adopted. For example, as described above, in the dashboard service, the cause of the abnormal value is specified for each unit of various granularities, and the information is displayed on the provider terminal 2 . Along with this display, a measure button can also be displayed, although not shown. The policy log may be displayed on the business operator terminal 2 when the policy button is pressed.
In other words, in addition to the dashboard, a table consisting of a plurality of cells for inputting a plurality of items of information regarding measures for web advertising among the information related to the business of the operator U is used as the measure log. , is displayed on the operator terminal 2 . In this case, the table in the action log or the information entered therein is coordinated with the business information and advertising information in the dashboard.

Further, in the policy log service, only information for a predetermined period is extracted and displayed from among the information whose input is accepted.
Thereby, for example, it becomes possible to automatically extract medium-term results regarding the web advertisement of the business operator U.
A specific example of extracting information for a predetermined period provided by the action log service will be described later with reference to FIG.

Further, in the policy log service, similarly to the dashboard service, it is possible to display a calendar for setting the period for which the policy is to be implemented.
A specific example of the calendar display provided by the policy log service will be described later with reference to FIGS. 16 and 17. FIG.

Further, in the policy log service, for each of one or more policies, at least part of the results of each item of the policy log is automatically calculated.

As described above, the UI provided by this service is designed so that even a person who is not an information analysis expert can easily analyze the results of the web advertisement of the business operator U. As a result, the convenience for the person who executes the management work is improved, so that the efficiency of the management work of the Web advertisement can be improved.

In summary, according to the dashboard service of this service, it is possible to visualize reports from the Web advertising media M, which have been conventionally provided, on the dashboard. Specifically, it will be possible to easily grasp in real time the progress of the budget, the results compared to the past, the causes of deviations from the budget, and the parts that need to be reinforced. In addition, centralized management of all data related to web advertisements such as data provided by web advertisement media M, data obtained from advertisement measurement tools provided by other service servers 4, analysis of web advertisement sites, CRM (customer management) data, etc. can do.
As a result, for example, the following effects can be expected. In other words, it becomes possible to acquire necessary information in real time, and there is no need for reports from advertising agencies or questions to advertising agencies as in the past. In addition, communication costs, including those paid to advertising agencies, can be greatly reduced. In addition, the speed and accuracy of grasping the current situation will increase, and the speed of decision-making will increase. Also, the continuity with the business of the business operator U is strengthened. In addition, you can check at a glance the performance data that is highly transparent without the bias of the advertising agency and the deterioration that needs to be reinforced. In addition, since the locations of deterioration and errors can be seen at a glance, it is possible to make suggestions and requests on an equal footing with the advertising agency.

In addition, according to the policy log service of this service, it is possible to visualize reports from advertising agencies, which have been conventionally made, in the policy log. Specifically, it is possible to forcibly visualize concrete measures that are being executed, are scheduled to be executed, and have been executed, as well as implementation backgrounds, verification periods, results, and result data.
As a result, the following effects can be expected. That is, there is no difference in policy information. In addition, the conventional regular meetings and reports with advertising agencies are replaced with policy brainstorming sessions based on policy logs, so the implementation of policies is enforced. In addition, since it is possible to visualize "what kind of performance, where you need to improve, and what you are doing", the number of requests and suggestions increases. In addition, since all past measures, results, and circumstances are recorded, knowledge is accumulated as an asset.

In addition, according to the budget allocation/routine measure execution service of this service, the budget allocation and routine measures can be automatically executed while appropriately executing simulations.
As mentioned above, for example, budget allocation and routine measures have conventionally been done manually, but this service automates this. Specifically, for example, the optimum allocation adjustment is automatically performed with a predetermined granularity such as Web advertisement medium M×segment unit. In addition, routine measures that can fix rules are automatically executed. As a result, measures that cannot be executed by the AI (artificial intelligence) of the Web advertising medium M but that have a high degree of contribution to performance are automated, and individuality is eliminated. The result is a dramatic improvement in speed and accuracy over manual execution.

In addition to the services described above, this service can also redefine the role of an advertising agency.
For example, advertising work that has conventionally been left entirely to the Web advertising medium M can be requested with pinpoint accuracy by defining only necessary parts as the role of the Web advertising medium M. For example, the role of the web advertising medium M is as follows. That is, initial strategy building (e.g. channels, budgets, KPIs (key performance indicators), specific measures and tactics, etc.), media AI (artificial intelligence) for web advertising media M, introduction and construction of in-house product automation, error correction (period (approximately 3 to 4 months), execution of operation from ad account construction to stabilization (approximately 3 to 4 months), execution from proposal of creative measures, execution from proposal of upstream process measures and measures that can only be done by people etc. are defined as the role of the Web advertisement medium M.
As a result, it is possible to solve all the problems caused by the conventional round throw system.

Next, with reference to FIG. 2, the configuration of an information processing system that realizes the provision of the above-described service, that is, an information processing system to which the server 1 according to one embodiment of the information processing apparatus of the present invention is applied will be described. do.
FIG. 2 is a diagram showing an example of the configuration of an information processing system to which a server according to an embodiment of the information processing apparatus of the invention is applied.

The information processing system shown in FIG. 2 is configured to include a server 1 , a business operator terminal 2 , a media side server 3 , and another service server 4 .
The server 1, the provider terminal 2, the medium side server 3, and the other service server 4 are interconnected via a predetermined network NW such as the Internet.

The server 1 is an information processing device managed by a service provider. The server 1 executes various processes for realizing this service while appropriately communicating with the business operator terminal 2, the medium side server 3, and the other service server 4. FIG.

The operator terminal 2 is an information processing device operated by a person who executes the operation task. The business terminal 2 is composed of a personal computer, a tablet, a smart phone, etc., as described above. The provider terminal 2 receives, for example, input operations of various types of information by an operation task executor and transmits the various types of information to the server 1, or receives and displays various types of information transmitted from the server 1. FIG. Although only one business operator terminal 2 is drawn in FIG. 2, this is simplified for easy understanding of the explanation. In reality, there may exist operator terminals 2 corresponding to the number of operation task executors.

The media side server 3 is an information processing device managed by a person who provides the web advertising media M. FIG. The media side server 3 transmits the advertisement information of the business operator U to the server 1 or the business operator terminal 2 . Although only one medium-side server 3 is depicted in FIG. 2, this is simplified for easy understanding of the description. In reality, there may be as many media-side servers 3 as there are Web advertising media M. FIG.

The other service server 4 is an information processing device managed by a person who provides various services. The other service server 4 provides tools for advertising measurement. Although only one other service server 4 is drawn in FIG. 2, this is simplified for easy understanding of the explanation. In reality, there may be as many other service servers 4 as there are providers of advertising measurement tools.

3 is a block diagram showing an example of a hardware configuration of a server in the information processing system shown in FIG. 2. FIG.

The server 1 includes a CPU (Central Processing Unit) 11, a ROM (Read Only Memory) 12, a RAM (Random Access Memory) 13, a bus 14, an input/output interface 15, an input section 16, and an output section 17. , a storage unit 18 , a communication unit 19 and a drive 20 .

The CPU 11 executes various processes according to programs recorded in the ROM 12 or programs loaded from the storage unit 18 to the RAM 13 .
The RAM 13 also stores data necessary for the CPU 11 to execute various processes.

The CPU 11 , ROM 12 and RAM 13 are interconnected via a bus 14 . An input/output interface 15 is also connected to this bus 14 . An input unit 16 , an output unit 17 , a storage unit 18 , a communication unit 19 and a drive 20 are connected to the input/output interface 15 .

The input unit 16 is composed of, for example, a keyboard or the like, and inputs various information.
The output unit 17 includes a display such as a liquid crystal display, a speaker, and the like, and outputs various information as images and sounds.
The storage unit 18 is composed of a DRAM (Dynamic Random Access Memory) or the like, and stores various data.
The communication unit 19 communicates with other devices (for example, the operator terminal 2, the media side server 3, and the other service server 4 in FIG. 2) via the network NW including the Internet.

A removable medium 40 such as a magnetic disk, an optical disk, a magneto-optical disk, or a semiconductor memory is mounted in the drive 20 as appropriate. A program read from the removable medium 40 by the drive 20 is installed in the storage section 18 as necessary.
The removable medium 40 can also store various data stored in the storage unit 18 in the same manner as the storage unit 18 .

Although not shown, the operator terminal 2 in FIG. 2 can also have a configuration basically similar to the hardware configuration shown in FIG. Therefore, the description of the hardware configuration of the operator terminal 2 is omitted.

2 including the server 1 in FIG. 3 and various software cooperate with each other to perform dashboard display control processing, policy log display control processing, and budget allocation routine policy execution. It becomes possible to execute various types of processing including processing. As a result, the present service described above can be provided.
The “dashboard display control process” refers to a process for executing control to display the above-described dashboard on the operator terminal 2 as a process for supporting the operator U's operation work related to web advertisements.
The “policy log display control process” refers to a process for executing control for displaying the above-described policy log on the business operator terminal 2 as a process for supporting the business operator U's operation related to the web advertisement.
“Budget allocation/routine measure execution processing” refers to processing for executing budget allocation and routine measures accompanied by execution of simulation.
The functional configuration for executing the dashboard display control process, the policy log display control process, and the budget allocation routine policy execution process executed in the server 1 shown in FIG. 3 constituting the information processing system shown in FIG. 2 will be described below. explain.

FIG. 4 shows functions for executing dashboard display control processing, policy log display control processing, and budget allocation routine policy execution processing among the functional configurations of the server of FIG. 3 that constitutes the information processing system of FIG. 1 is a functional block diagram showing an example of a typical configuration; FIG.

As shown in FIG. 4, when the server 1 executes dashboard display control processing, the CPU 11 includes an acquisition unit 101, a management unit 102, a display control unit 103, a simulation unit 104, a determination unit 105, The specifying unit 106 functions.
Further, when the server 1 executes the action log display control process, the reception unit 107 further functions in the CPU 11 .

In one area of the storage unit 18 of the server 1, a provider DB 181 is provided. In the provider DB 181, information (for example, an ID) that can uniquely identify a provider U is associated with corresponding business information and advertisement information and managed.

Acquisition unit 101 acquires the advertising information of business operator U. FIG. Specifically, the acquisition unit 101 obtains, as the advertisement information, information related to the web advertisement of the business operator U (for example, data obtained from advertisement medium data and advertisement measurement tools, such as CV (conversion) and CPA ( conversion cost), etc.). The advertisement information acquired by the acquisition unit 101 is stored and managed in the business DB 181 .

The management unit 102 manages the business information of the business operator U. FIG. Specifically, the management unit 102 includes, as business information, information on CRM (customer management) of the business operator U and information on the business operator U recorded in online spreadsheet software on the cloud. Manage information about U's business.

The display control unit 103 performs control to display at least part of the business information managed by the management unit 102 and the advertisement information on the business terminal 2 in a manner that enables comparison.

Further, when at least a part of the values included in the advertising information of the business operator U is determined to be an abnormal value, the display control unit 103 performs control to display alert information on the business terminal 2 as information about the abnormal value. Run.

Further, when the cause of the abnormal value is identified, the display control unit 103 performs control to display information on the identified cause on the operator terminal 2 as information on the abnormal value.

In addition, the display control unit 103 arranges the information on the cause of the abnormal value in descending order of the degree of abnormality of the abnormal value in units of a predetermined granularity as the information on the abnormal value, and controls the display on the operator terminal 2. Run.
Specifically, the display control unit 103 arranges, as information about the abnormal value, information about the cause of the abnormal value in descending order of the degree of abnormality of the abnormal value for each medium, category, and campaign. Then, control to display this information on the business terminal 2 is executed.

In addition, the display control unit 103 performs control to display at least part of the advertising information of the business operator U on the business terminal 2 in a manner that allows comparison between the business operator U and its competitors.

In addition, the display control unit 103 executes control to display at least part of the advertising information of the business operator U in units of predetermined granularity (medium unit, category unit, campaign unit).
Specifically, the display control unit 103 executes control to display at least part of the advertising information of the business operator U on the business terminal 2 for each medium, category, campaign, and creative.

In addition, the display control unit 103 performs control to display a calendar at a predetermined position for setting the target period of the business information and advertisement information of the business operator U. FIG.

In addition, the display control unit 103 displays a table composed of a plurality of cells for inputting a plurality of items of information on measures for Web advertisements, among the information on the business of the business of the business operator U, to the business terminal 2 of the business operator. Executes the control to be displayed on the .
Specifically, for example, the display control unit 103 controls the status, execution period, medium, implementation background, purpose, measure content, verification period, result, findings, next action, and reference among the information related to the business of the operator U. Control is executed to display on the business operator terminal 2 an action log consisting of a plurality of cells for inputting information of each file.

In addition, the display control unit 103 performs control to display the information input from the operator terminal 2 in the cell to which the information is input, on a cell-by-cell basis.

In addition, the display control unit 103 performs control to display a symbol Y indicating a file whose upload or download has been accepted by the operator terminal 2 in the target cell on a cell-by-cell basis.

In addition, the display control unit 103 extracts and displays only information for a predetermined period from the information input to the operator terminal 2 on a cell-by-cell basis.

The simulation unit 104 simulates the CV (conversion) and progress toward the target regarding the web advertisement of the business operator U at a predetermined granularity such as the web advertisement medium M unit, the category unit, or the campaign unit.

The determination unit 105 uses a predetermined algorithm to determine whether or not at least a part of the values included in the advertising information of the business operator U is an abnormal value for each predetermined period.

The identifying unit 106 identifies the cause of the abnormal value with a predetermined granularity such as medium unit, category unit, or campaign unit, for the value determined as an abnormal value by the determination unit 105 .

In the reception unit 107, an input reception unit 171 and a ULDL reception unit 172 function.
The input receiving unit 171 receives information input from the operator terminal 2 on a cell-by-cell basis.
The ULDL reception unit 172 receives file uploads or downloads by the operator terminal 2 in units of cells.

In addition, the simulation unit 104 executes a simulation of the advertisement information for a predetermined period in the future, based on the budget for the predetermined period and the performance for the most recent period of the predetermined period, in units of predetermined granularity including at least campaign units. do.
At this time, the simulation unit 104 corrects the performance of the period immediately preceding the predetermined period by redistributing the budget based on a predetermined algorithm, and based on the performance after correction and the budget of the predetermined period, A simulation can be run.
The display control unit 103 adjusts the allocation of the budget for the predetermined period in units of predetermined granularity including at least the campaign units, based on the results of the execution of the simulation. In other words, the display control unit 103 executes control to display a predetermined UI (FIG. 15(b), etc.) on the operator terminal 2 so that such adjustment can be performed on the operator terminal 2 .
The display control unit 103 executes routine measures that can fix rules. In other words, the display control unit 103 executes control to display a predetermined UI on the business terminal 2 so that the business terminal 2 can execute such routine measures.

As described above, the information processing apparatus in FIG. 3 has the above-described functional configuration shown in FIG. 4, so that it is possible to improve the efficiency of the management work of the web advertisement by the management business executor.

Next, specific examples of the dashboard D and the policy log L displayed on the operator terminal 2 will be described with reference to FIGS. 5 to 17. FIG.
5 to 16 are diagrams showing specific examples of a dashboard as an interface displayed on the operator's terminal.
FIG. 17 is a diagram showing a specific example of a policy log as an interface displayed on the business operator terminal.

5 to 8 show specific examples of summary screens of the dashboard D displayed on the operator terminal 2. FIG.
Of these, on the summary screen of the dashboard D shown in FIG. 5, as information indicating the results of the web advertisement of the business operator U, the performance progress and the monthly table are displayed.

The actual progress includes the progress amount of COST (web advertising cost), CV (conversion), CPA (cost per conversion), number of contracts, contract rate, and SF-CV (conversion). A landing scenario and a target are indicated, respectively.

The monthly table shows, as results of the Web advertisement, results for each type, expected landings, targets, and monthly results. "Type" includes Imp (number of impressions of web advertisement), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of web advertisement), CV (conversion), CVR (conversion rate) ), cost per conversion (CPA), revenue, cost per sale, and return on ad spend (ROAS).

In addition, on the summary screen of the dashboard D shown in FIG. 6, as the result of the Web advertisement of the business operator U, there are a weekly table, a daily graph, and a result for each category ("Category ”) is indicated.

In the "weekly table" shown in FIG. 6A, weekly results for each type are shown as results of Web advertisements. Of these, the value indicating the performance for the week of October 26, 2020 is highlighted and displayed, indicating that it has been determined as an "abnormal value" based on a predetermined algorithm.

The “daily graph” shown in (A) of FIG. 6 shows the daily results for each type as the result of the Web advertisement. Of these, the value indicating the performance on October 30 is highlighted and displayed, indicating that it has been determined as an "abnormal value" based on a predetermined algorithm.

In the "category" shown in FIG. 6B, as results of the Web advertisement, results for each type, expected landings, targets, and monthly results are shown in category units. "Type" includes Imp (number of impressions of web advertisement), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of web advertisement), CV (conversion), CVR (conversion rate) ), CPA (cost per conversion), CV (contract closed), CVR (conversion rate closed), CPA (cost per conversion closed). In addition, the increase/decrease value of CV (conversion) is shown for each category. "Categories" include "Brand Keywords", "No Brand Keywords", "Retarget", "Reach", and "Other DCPs (Digital Cinema Packages)". Note that FIG. 6 shows only the "Brand keyword" and "NoBrand keyword" among them. It is shown that 60 CVs (conversions) increased for the "Brand keyword", and 60 CVs (conversions) decreased for the "No Brand keyword".

In addition, on the summary screen of the dashboard D shown in FIG. 7, as the result of the web advertisement of the business operator U, the result of the web advertisement medium unit × category unit (the dashboard D in FIG. category”) and the results of campaigns in which CV (conversion) has deteriorated (only “CV deterioration campaign” is displayed on dashboard D in (B) of FIG. 7). ing.

In the "medium x category" shown in (A) of FIG. 7, as results of web advertising, results for each type, expected landings, targets, and monthly results are displayed for each web advertising medium M on a category basis. It is "Type" is the same as the type in (B) of FIG. "Category" includes "Brand (keyword)", "NoBrand (keyword)", "Retarget", and "Reach". FIG. 7A shows, as an example, actual performance, expected landing, target, and monthly Each of the achievements is shown.

In the "CV deterioration campaign" shown in (B) of FIG. 7, as the results of Web advertisements, the actual results of the current month for each type, the expected landing for the current month, the monthly targets, the average results of the last three months, and a graph showing these results are shown for each campaign E. "Type" is the same as the type shown in FIG. 6A. FIG. 7B shows, as an example, the results of the web advertisements of the campaigns E1 and E2. In the CV deterioration campaign, a plurality of campaigns E are displayed in order of remarkable deterioration in CV (conversion) (in descending order of abnormal values).

In addition, on the summary screen of the dashboard D shown in FIG. 8, as information indicating the result of the Web advertisement of the business operator U, the results of campaigns in which the CPA (cost per conversion) deteriorated ("CPA "Deteriorating campaign") is shown.

In the "CPA worsening campaign" shown in FIG. It is shown for each campaign E. "Type" is the same as the type shown in FIGS. 6A and 7B. FIG. 8 shows, as an example, the results of web advertisements for campaigns E1 and E2. In the CPA deteriorating campaign, a plurality of campaigns E are displayed in order of significant deterioration in CV (conversion) (in descending order of abnormal values).

Here, in the dashboard service, as user interfaces other than the above-mentioned summary screen, results screen by media, results screen by product, results screen by area, results screen by creative, results screen by keyword, results screen by demographic, device A separate performance screen and a competition screen are provided. It should be noted that "by medium" means to distinguish by Web advertising medium.
Of these screens, although not shown, each of the results screen by medium, the results screen by product, and the results screen by area has monthly results, weekly results, and daily results in the same manner as the summary screen described above. , and results by period (for example, monthly) for each campaign are displayed.
Specific examples of the performance screen by creative, the performance screen by keyword, the performance screen by demographic, the performance screen by device, and the competition situation screen will be described below with reference to FIGS. 9 to 14 .

9 and 10 show a specific example of the results screen for each creative of the dashboard D displayed on the operator terminal 2. FIG.

On the result screen by creative of the dashboard D shown in FIG. Ad display count), CT (number of clicks), CTR (click-through rate), CPC (cost per click), and CVR (conversion rate) are shown for each creative V. It should be noted that FIG. 9 shows information on each of three types of creative V that have achieved particularly excellent results among a plurality of creative Vs.

On the results screen by creative of Dashboard D shown in FIG. ), CTR (click-through rate), CPC (cost per click), COST (web advertisement cost), CV (conversion), and CPA (cost per conversion) are shown in creative V units.

On the results screen by creative of Dashboard D shown in FIG. (number of clicks), CTR (click-through rate), CPC (cost per click), COST (web advertisement cost), CV (conversion), and CPA (cost per conversion) are shown in creative V units.

FIG. 11 shows a specific example of the performance screen by keyword of the dashboard D displayed on the operator terminal 2. As shown in FIG.

On the performance screen by keyword of the dashboard D shown in FIG. 11, the match type, campaign, ad group, quality score, Imp (the number of times the web advertisement is displayed), CT ( number of clicks), CTR (click-through rate), CPC (cost per click), COST (web ad cost), CV (conversion), CVR (conversion rate), CPA (cost per conversion), and Imp share (number of web ad impressions) share rate) is displayed for each keyword. Among these, the "match type" is information indicating the degree of matching of keywords. A “quality score” is an index that indicates the quality of a keyword. The higher the Quality Score, the higher your ad position, while keeping your bids lower.

FIG. 12 shows a specific example of a performance screen by demographics and a performance screen by device of the dashboard D displayed on the provider terminal 2. As shown in FIG. Here, "demographic" is an abbreviation for demographic. "Demographics" means demographic attributes, and is information used as an aspect of customer data analysis. Demographics include information that indicates the socioeconomic characteristics of people, such as gender, age, area of residence, income, occupation, educational background, and family structure.

Of these, FIG. 12A shows a specific example of the performance screen for each demographic on the dashboard D. As shown in FIG. On the results screen by demographics, as information indicating the results of web advertisements of business operator U, Imp (number of impressions of web advertisements), CV (conversion), CPA (cost per conversion), CVR (conversion rate), CTR (click rate) ), and CPC (cost per click) are displayed for each Web advertising medium M in gender units (male, female, unknown).

In addition, FIG. 12B shows a specific example of the results screen for each device on the dashboard D. As shown in FIG. On the results screen by device, as information indicating the results of web advertisements of operator U, Imp (number of impressions of web advertisements), CV (conversion), CPA (cost per conversion), CVR (conversion rate), CTR (click-through rate) ) and CPC (cost per click) are displayed for each Web advertising medium M in device units (PC (personal computer), SP (smartphone), Tablet (tablet)).

13 and 14 show a specific example of the competition situation screen of the dashboard D displayed on the operator terminal 2. FIG.

Of these, the competition situation screen of the dashboard D shown in FIG. and the Imp share (the share rate of the number of web advertisement display times) and the probability that the web advertisement was displayed at the top (hereinafter referred to as "top display rate") are displayed.

Further, on the competition situation screen of the dashboard D shown in FIG. 13B, graphs showing the monthly Imp share and the top display rate are displayed as information showing the result of the web advertisement of the business operator U. is displayed.

In addition, on the competition status screen of the dashboard D shown in FIG. 14, as information indicating the results of the Web advertisement of the operator U, the monthly Imp share ( The share rate of the display count of the web advertisement) and the top display rate are displayed.

FIG. 15 shows a specific example of the simulation screen. By performing various operations on the simulation screen, the operation task executor can execute simulations for units of various granularities.

FIG. 15A shows a screen for simulating the next month. The screen shown in FIG. 15A is provided with a button B1 labeled "budget input", a button B2 labeled "determine button", and a button B3 labeled "edit button". ing. The operation task executor can input the amount of the next month's budget (hereinafter referred to as "new budget") by pressing the button B1. When the amount of the new budget is entered, although not shown, for the next month (December since this month is November in the example of FIG. 15), Imp (the number of web advertisements displayed), CT (click number), CTR (click-through rate), CPC (cost per click), COST (web advertising cost), CV (conversion), CVR (conversion rate), CPA (cost per conversion), etc. is displayed for each type. In FIG. 15A, only the whole and the categories are shown, but it is possible to display even smaller units, such as campaign units for each medium (hereinafter also referred to as "medium and campaign units"). .
If there is no problem with the primary result of the simulation, the operation task executor presses the button B2. This confirms the simulation result based on the new budget. On the other hand, if there is a problem with the primary result of the simulation, the operation task executor presses the button B3. This allows the simulation results to be edited.

An example of calculation logic for the next month's simulation will be described. It should be noted that the calculation logic is not particularly limited to the example below, as shown as an example, and various logics can be employed.
An example of calculation logic for next month's simulation is outlined below.

That is, first, based on the "last 2-week landing" of the current month acquired as the actual result, the monthly conversion actual result of the current month (hereinafter referred to as "base actual result") is calculated, and this calculation result is assumed as "November landing assumption". Is displayed.

Then, without considering the new budget, the calculation of the allocation optimization of the base performance is performed according to a predetermined algorithm.
Here, it should be noted that the base cost correction factor is used in this allocation optimization. That is, for example, if the cost of each campaign is reduced to the preset lower limit cost and then the cost is redistributed, the numerical value becomes too extreme. Therefore, in this allocation optimization, a constraint is set to reallocate only XX% of the cost of the base performance (based on a predetermined algorithm including such a constraint), and that operation is executed. .
This ``00%'' is called the ``base cost correction factor''. That is, the base cost correction rate means the ratio of reallocated cost to the actual base cost in the calculation of allocation optimization. The details of redistribution will be described later.
In this way, the base performance is corrected by the calculation of the optimization of the allocation of the base performance. The track record corrected in this way is hereinafter referred to as the "re-allocated base track record".

Next, an allocation calculation is performed on the difference between the re-allocated base performance and the new budget based on a predetermined algorithm, and the result of the calculation is displayed as a simulation result.
If this result needs to be corrected, the operation executor presses the button B3 to correct the simulation result.

A specific example of calculation logic for the next month's simulation will be described.
As a specific example of calculation logic for the next month's simulation, calculation logic consisting of steps ST1 to ST4 can be adopted, for example, based on the following advance preparation.

First, as a preliminary preparation, for example, predetermined algorithms for each business operator and each campaign are set in advance.
For example, as rules in a predetermined algorithm, an upper limit cost or upper limit CPA and a lower limit cost or lower limit CPA are set in advance for each campaign.
Further, for example, as a rule in a predetermined algorithm, a variation range between CPC and CVR corresponding to a cost adjustment range is set in advance for each campaign.

Specifically, for example, when there is a campaign A and a campaign B, rules and the like in a predetermined algorithm are set in advance as follows.

For campaign A, the upper limit cost is set as 100,000 yen, and "none" is set as the lower limit cost or lower limit CPA.
Here, as the range of the cost adjustment width, for example, the first width (+0 to +10%), the second width (+10 to +20%), the third width (+20% or more), the fourth width (0 to -10%), %), a fifth range (-10 to -20%), and a sixth range (-20% to).
In this case, for the first range, the CPC variation is set to the cost variation rate×1.1, and the CVR variation is set to −3%.
For the second width, the CPC variation is set to the cost variation rate×1.15, and the CVR is set to −5%.
For the third range, the CPC variation is set to the cost variation rate×1.2, and the CVR is set to −15%.
For the fourth range, the CPC variation is set to the cost variation rate×1.08, and the CVR is set to +2%.
For the fifth range, the CPC variation is set to the cost variation rate×1.12, and the CVR is set to +4%.
For the sixth width, the CPC variation is set to the cost variation rate×1.15, and the CVR is set to +5%.

For campaign B, the upper limit cost is set at 78,000 yen and the lower limit cost is set at 60,000 yen.
Here, as for the range of cost adjustment ranges, for example, similar to campaign A, the first range to the sixth range are assumed to exist. In this case, the CPC variation and the CVR variation are set to values similar to those of campaign A for each of the first to sixth widths.

Next, as a preliminary preparation, the operational task executor sets, for example, budget granularity, budget cost, and base cost correction rate in the budget input form as information necessary for calculation.
For example, as the budget granularity, it is set whether the whole unit is used, the medium is used as the unit, or the medium and the category are used as the unit. Also, for example, the base cost correction rate is selected from 10%, 20%, 30%, and none.

Note that the predetermined algorithm that is set in advance is not limited to the above example, and various other algorithms can be employed.
For example, an algorithm that converts seasonal factors into coefficients and sets the numerical fluctuation range of target items (e.g., CTR, CPC, CPST, CVR), for example, an algorithm that changes on a monthly basis is used as a predetermined algorithm may be adopted.

Based on such preparations, when a new budget is input by the operation executor, in step ST1, the results of the last two weeks of the current month (the results of the last two weeks) are obtained in units of media and campaigns. Then, the base performance for the current month is calculated based on the performance.
For convenience of explanation, the period on which the calculation of the base performance is based is assumed to be the most recent two weeks, but this is merely an example. can be done.

Next, in step ST2, the base performance is corrected using the base cost correction rate.
That is, as described above, the base cost correction factor is used to perform the calculation for optimizing the allocation of the base performance.
This calculation is performed based on a predetermined algorithm set in the above-mentioned preparation. In that case, the rules of "upper limit cost or upper limit CPA" and "lower limit cost or lower limit CPA" of the predetermined algorithm are given priority.
In other words, the following operations are executed as operations based on the predetermined algorithm of this example. That is, calculation is performed to reduce the cost of each campaign by the base cost correction rate. Contained costs are then redistributed. At this time, the cost amount for one redistribution can be set to 30,000 yen, for example. However, although this 30,000 yen is common to all business operators U in this example, it may be possible for each business operator U to smoothly change the amount.

Here, (re)allocation will be described using a specific example.
Assume that there are campaigns A, B, and C, and the new budget is increased by 1 million yen (increase from the current 2 million yen/month to 3 million yen/month). Also, as in the above example, the cost amount in redistribution is 30,000 yen, that is, the budget is allocated in units of 30,000 yen.
In this case, for example, in the first allocation, it is calculated which of the campaigns A, B, and C is more effective to allocate the budget based on the above-described algorithm. Here, if the campaign A is calculated to be effective, 30,000 yen is allocated to the campaign A.
After that, 30,000 yen is allocated to campaign A for each of the second to fifth times, for example, in the same manner as the first allocation.
In the sixth distribution, for example, as a result of the same calculation as in the fifth distribution, it is assumed that campaign A is at the upper limit of cost or campaign B is calculated to be effective. In this case, 30,000 yen is allocated to Campaign B.
After that, for each of the 7th to 33rd times, for example, 30,000 yen is allocated to the campaign B in the same manner as the 6th allocation.
In the sixth distribution, for example, as a result of the same calculation as in the fifth distribution (assuming that there is no amount to be allocated of 30,000 yen and there is 10,000 yen remaining), the remaining 10,000 yen is allocated to Campaign C. .
In this way, in the "(re)allocation" calculation, the allocation destinations (campaigns A, B, and C in the above example) are posted multiple times until the budget is fully allocated, and the cost amount in the redistribution (in the above example 30,000 yen, which can be changed arbitrarily) is allocated to the allocation destination.
Calculations using such reallocations will result in reallocated base performance.

Next, in step ST3, the re-allocated base actual results (optimized base actual results) are subjected to calculations in accordance with the new budget.
This calculation is executed by a predetermined algorithm set in the above-mentioned preparation. In that case, the rules of "upper limit cost or upper limit CPA" and "lower limit cost or lower limit CPA" of the predetermined algorithm are given priority.
Specifically, the following calculations are executed as calculations based on the predetermined algorithm of this example. That is, as described above, the calculation of allocation is executed for the difference between the re-allocated base performance and the new budget. For example, if the new budget is positive, the budget allocation in one calculation will be increased by 30,000 yen, and if the new budget is negative, the budget allocation in one calculation will be reduced by 30,000 yen. Only calculations to distribute as
This allocation calculation can be executed, for example, by adopting the above-described "(re)allocation" calculation.
Also, at this time, the cost amount for one distribution can be set to, for example, 30,000 yen, as in step ST3 described above. However, although this 30,000 yen is common to all business operators U in this example, it may be possible for each business operator U to smoothly change the amount.

Next, in step ST4, the operation task executor presses the button B3 and makes corrections.
For example, four items of CTR, CPC, COST, and CVR are modifiable items for each campaign. With respect to these four items, the numerical values input by the person executing the operation task are converted into numerical values, and the items other than these four items are converted into mathematical formulas. Here, items other than the four items refer to Imp, Click, CV, CPA, Ebis-CV, Ebis-CVR, Ebis-CPA, and the like. In other words, the other items are changed on the formula according to the CTR, CPC, COST, and CVR changed by the person who executes the operation task.
Therefore, automatic calculation by the information processing system is not performed in step ST4.
After that, when the operation task executor presses the button U2, the simulation result based on the new budget is confirmed.

FIG. 15B shows a screen for adjusting the allocation for the next month. The screen shown in FIG. 15B is provided with a button B4 labeled "edit button" and a button B5 labeled "determine button". The operation task executor can adjust the allocation for the next month by pressing the button B4. When the allocation adjustment for the next month is completed, the operation executor presses the button B5 to confirm the content.

Here, an example of logic for adjusting the allocation for the next month will be described. It should be noted that the calculation logic is not particularly limited to the example below, as shown as an example, and various logics can be employed.
An example outline of the logic for the next month's allocation adjustment is as follows.

That is, when the operation business executor presses the button B4, first, the set amount of the daily budget for each campaign (currently set amount inside the medium M) is obtained.
Next, the daily budget change amount is calculated based on the simulation results for the next month (simulation results based on the new budget). That is, the simulation result for each campaign is converted into a daily budget, and the converted value is displayed in the "daily budget" as the changed amount.
Next, the campaign unit daily budget is corrected by the operation business executor.
After this correction, when the operation business executor presses the button B5, the campaign unit daily budget is changed on the management screen side of the medium M through the API.

The calculation logic for the next month's simulation and the logic for adjusting the allocation for the next month have been described above.
Although not shown, the calculation logic for the current month's simulation and the allocation adjustment logic for the current month can each adopt the same logic as the corresponding logic for the next month.

By the way, FIG. 16 shows a specific example of the summary screen of the dashboard D displayed on the business terminal 2, in which a calendar is superimposed on the screen of FIG. .
That is, on the screen of FIG. 16, the calendar is superimposed on the summary screen of the dashboard D shown in FIG.
This calendar is for setting the target period of the business information and advertisement information of the business operator U (see description of the screen in FIG. 5).
For example, when it is desired to grasp the overall results of Web advertisements, an operation of selecting a monthly calendar can be performed. Also, if the user wants to check the details of the result of the Web advertisement, he can perform an operation of selecting a daily calendar.
As a result, it is possible to flexibly change the UI in accordance with the operator's operation, which could not be realized with the existing technology.

FIG. 17 shows a specific example of the policy log L displayed on the business operator terminal 2. As shown in FIG. The policy log L is displayed in the form of cloud spreadsheet software configured with a plurality of cells C. FIG.
In the policy log L, policies related to various viewpoints are indicated as information for supporting the operation work related to the Web advertisement of the business operator U. FIG. Specifically, the policy log L shows policies from a service perspective, policies from a user perspective, and policies from a medium management perspective. Then, for each measure related to these viewpoints, the status, implementation period, web advertising medium, implementation background, implementation purpose, measure content, verification agency, result, result details, final index, next action, and reference data are shown. information is displayed.

Information can be directly input to a plurality of cells C that constitute the action log L. FIG. File F can be uploaded or downloaded to cell C. As an example, in FIG. 17, a button B labeled "upload" and a symbol Y indicating an uploaded file F are displayed in a cell C indicating information of "reference data".

In addition, the policy log L can display a calendar R for setting a period to be targeted for the policy. As an example, in FIG. 17, a calendar R is superimposed on a policy log L and displayed.

Although one embodiment of the present invention has been described above, the present invention is not limited to the above-described embodiment, and modifications, improvements, etc. within the range that can achieve the object of the present invention are included in the present invention. Consider.

For example, in the above-described embodiment, CV (conversion) and the like are mentioned as results of the web advertisement of the business operator U, but these are only examples.

Further, for example, in the above-described embodiment, status and the like are listed as items related to measures regarding web advertisements, but these are only examples.

Also, the interface items and configurations of FIGS. 5-16 are exemplary only. Other items and configurations that allow the operator to enter and grasp information can be used.

Moreover, the system configuration shown in FIG. 2 and the hardware configuration of the server 1 shown in FIG. 3 are merely examples for achieving the object of the present invention, and are not particularly limited.

Also, the functional block diagram shown in FIG. 4 is merely an example and is not particularly limited. That is, it is sufficient that the information processing system of FIG. 2 has a function capable of executing the above-described dashboard display control processing, policy log display control processing, and budget allocation routine policy execution processing as a whole, and this function is realized. What functional blocks and databases are used for this purpose are not particularly limited to the example in FIG.

Also, the locations of the functional blocks and the database are not limited to those shown in FIG. 4, and may be arbitrary.
In the example of FIG. 4, the dashboard display control process, the policy log display control process, and the budget allocation routine policy execution process are executed under the control of the CPU 11 of the server 1 of FIG. 3, which constitutes the information processing system of FIG. However, it is not limited to this. For example, at least part of the functional blocks and database arranged on the server 1 side may be provided on the business terminal 2 side, the media side server 3 side, or another information processing device (not shown).

Also, the series of processes described above can be executed by hardware or by software.
Also, one functional block may be composed of hardware alone, software alone, or a combination thereof.

When a series of processes is to be executed by software, a program constituting the software is installed in a computer or the like from a network or a recording medium.
The computer may be a computer built into dedicated hardware.
Also, the computer may be a computer capable of executing various functions by installing various programs, such as a server, a general-purpose smart phone, or a personal computer.

A recording medium containing such a program not only consists of a removable medium (not shown) that is distributed separately from the device main body in order to provide the program to the user, but is also preinstalled in the device main body and delivered to the user. It consists of a provided recording medium, etc.

In this specification, the steps of writing a program recorded on a recording medium are not necessarily processed chronologically according to the order, but may be executed in parallel or individually. It also includes the processing to be executed.

In summary, the information processing apparatus to which the present invention is applied only needs to have the following configuration, and can take various forms.
That is, the information processing apparatus to which the present invention is applied is
In an information processing device (for example, the server 1 in FIG. 4) that supports the operation work related to the web advertisement of the business (for example, the business U in FIG. 1),
Acquisition means (for example, an acquisition unit 101);
Information on the business of the business operator, including CRM (customer management) information of the business operator and information on the business operator recorded in a predetermined database (for example, the above-mentioned cloud spreadsheet software), is defined as business information A management means (for example, the management unit 102 in FIG. 4) that manages as
Display control means (for example, control to display on the above-mentioned dashboard D) to display at least part of the business information managed by the management means and the advertisement information in a comparable manner. For example, the display control unit 103 in FIG. 4),
Prepare.

In other words, in the information processing measures for supporting the web advertisement management operations of the business, the advertising information of the business is acquired and the business information of the business is managed. At least a part of the business information and the advertisement information are displayed in a comparable manner.
Specifically, for example, in the above-described embodiment, the server 1 acquires the advertisement information of the business operator U and manages the business information of the business operator U. Then, at least part of the business information and the advertisement information are displayed on the business terminal 2 in a manner that allows comparison.
As a result, for example, CRM (customer management) data and business data recorded in cloud spreadsheet software can be centrally managed, so it is possible to compare and display CV (conversion) of web advertisements and contract and sales data. becomes.
Here, the existing BI tools (business intelligence tools) are linked only with data provided from the web advertising medium M and advertising measurement tools provided from the other service server 4 by an API (application programming interface). It was possible.
On the other hand, even with various tools whose APIs (application programming interfaces) are not released, RAW data (raw data) is uploaded to an information processing device (for example, the server 1 in FIG. 2) by a predetermined method. . As a result, all the data can be linked in the information processing device (for example, the server 1 in FIG. 2). As a result, for example, the dashboard service described above can be realized.
As a result, since the convenience is improved, it is possible to improve the efficiency of the operation work related to the web advertisement of the business operator.

In addition, the performance (e.g., the above-mentioned CV (conversion), etc.) and progress toward the target related to the web advertisement of the business operator are simulated in units of a predetermined granularity (e.g., the above-mentioned medium unit, category unit, campaign unit, etc.). A simulation means (for example, the simulation unit 104 of FIG. 4) for performing may further be provided.

In other words, it becomes possible for the operation executor to perform a simulation in units of a predetermined granularity regarding the result and progress toward the target regarding the web advertisement of the business operator.
Specifically, for example, in the above-described embodiment, simulations are performed for each medium, for each category, and for each campaign, with respect to results and progress toward the goals regarding the web advertisement of the business operator U.
As a result, the simulation can be performed for each product of the same type provided by the business to its customers, so that the target value of the results for each product can be automatically set.
Here, in the existing BI tool (business intelligence tool), the operation task executor had to manually set the target value of the result for each product. For this reason, the convenience is poor, and the target value of the result of the Web advertisement cannot be tracked for each product.
On the other hand, the operation executor can appropriately execute such a simulation and follow in real time the progress toward the target value of the result of the Web advertisement with respect to various granularities. In addition, it is possible to flexibly respond to changes in the target value of Web advertisement results.
As a result, the convenience is further improved, so that it is possible to further improve the efficiency of the management work in the web advertisement of the business operator.

Further, determination means (eg, the 4 determination unit 105),
The display control means can further execute control to display predetermined information (for example, alert information) about the value determined as the abnormal value.

That is, it is determined every predetermined period whether or not at least some of the values included in the advertisement information are abnormal values based on preset criteria, and the values determined to be abnormal values are determined to be abnormal values. Information is displayed.
Specifically, for example, in the above-described embodiment, whether or not at least some of the values included in the advertisement information are abnormal values is determined for each predetermined period by a predetermined algorithm. Then, alert information about the value determined as an abnormal value is displayed.
As a result, for example, in the short term, alert information indicating an abnormal value can be displayed on a daily or weekly basis. In the medium term, not only will the alert information be displayed, but the cause of the occurrence of the abnormal value will be suggested.
As a result, the convenience is further improved, so that it is possible to further improve the efficiency of the business operator's Web advertisement operation work.

Further, a factor identifying means (for example, the identifying unit 106 in FIG. 4) for identifying the factor of the value determined as the abnormal value in units of a predetermined granularity,
The display control means can execute control to display information about the specified factor as the predetermined information.

In other words, the factor of the value determined as an abnormal value is identified in units of a predetermined granularity. Information specified as the cause of the abnormal value is displayed as information about the abnormal value.
Specifically, for example, in the above-described embodiment, the cause of the abnormal value is specified for each medium, category, and campaign, and the information is displayed on the operator terminal 2 .
As a result, the operating business executor can easily identify the cause of the displayed abnormal value, so that it is possible to further improve the efficiency of the Web advertisement operating business.

Further, the display control means, as the predetermined information,
It is possible to perform control to arrange and display information related to the factors in descending order of the degree of abnormality of the abnormal values in units of a predetermined granularity.

That is, as the information about the abnormal value, the information about the cause of the abnormal value is arranged in descending order of the degree of abnormality of the abnormal value with a predetermined granularity as a unit. The information is then displayed.
Specifically, for example, in the above-described embodiment, the information regarding the factors of the abnormal values is arranged in descending order of the degree of abnormality of the abnormal values for each medium, each category, and each campaign.
This enables the following display, which was not possible with existing BI tools (business intelligence tools). That is, for example, it is possible to display campaigns in descending order of CV (conversion), display campaigns in descending order of CPA (cost per conversion), and the like.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Further, the display control means
At least part of the advertising information can be controlled to display the business operator and its competitors in a comparable manner.

That is, at least part of the advertising information is displayed in a manner that enables comparison between the business operator and its competitors.
Specifically, for example, in the above-described embodiment, at least part of the advertisement information is displayed on the operator terminal 2 in such a manner that the operator U and its competition can be compared.
This makes it possible to visualize the competitive situation itself on the dashboard, which was not possible with existing technologies. For example, competition situations can be filtered and scored according to a predetermined logic for display.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Further, the display control means
At least part of the advertisement information can be controlled to be displayed in units of predetermined granularity (for example, medium units, category units, campaign units, etc.).

That is, at least part of the advertisement information is displayed in units of predetermined granularity.
Specifically, for example, in the above-described embodiments, at least part of the advertisement information is displayed on the operator terminal 2 in units of media, categories, or campaigns.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Also, the unit can include a creative unit.

That is, the unit indicating the predetermined granularity includes the creative unit.
As a result, it becomes possible to create a dashboard of results for each creative for all web advertising media, which was not possible with existing technology. For example, it is possible to filter results for each creative, score them according to a predetermined logic, and display them.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Further, the display control means
Control can be performed to further display a calendar at a predetermined position for setting a period for which the business information and advertisement information are targeted.

In other words, a calendar for setting the target period of the business information and the advertising information is displayed at a predetermined position.
As a result, it is possible to perform an operation of selecting a monthly calendar when wanting to grasp the whole, and selecting a daily calendar when wanting to check details. This makes it possible to flexibly change the UI (user interface) according to the operation, which could not be realized with the existing technology.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Further, an information processing device to which the present invention is applied is
In an information processing device (for example, the server 1 in FIG. 4) that supports the web advertisement operation work of the business (for example, the business U in FIG. 1),
A table (for example, a table (for example, the a display control unit (for example, the display control unit 103 in FIG. 4) that executes control to display the policy log L) on a predetermined terminal (for example, the operator terminal 2 in FIG. 4);
a first reception unit (for example, an input reception unit 171 in FIG. 4) that receives information input from the predetermined terminal in units of the cell;
The display control means further executes control for displaying the information received by the first reception means in the cell to which the input is made.

In other words, in the information processing device that supports the operation work related to web advertisements of a business operator, it is composed of a plurality of cells for inputting a plurality of items of information related to measures for web advertisements, among the information related to the business of the business operator. A table will be displayed. In addition, information input from a predetermined terminal is accepted on a per-cell basis. Then, the received information is displayed in the cell for which the input was made.
Specifically, for example, in the above-described embodiment, the server 1 causes the business operator terminal 2 to display the policy log L. FIG. In addition, information input from the operator terminal 2 is accepted in units of a plurality of cells C forming the action log L. FIG. Then, the information whose input has been accepted is displayed in the cell C that was the target of the input.
As a result, for example, it becomes possible to directly input or edit data in cell C of cloud spreadsheet software instead of form input, which could not be realized by existing technology.
As a result, the convenience of the operation business executor is improved, so that the efficiency of the operation business of the Web advertisement can be improved.

Further, a second reception means (for example, the ULDL reception unit 172 in FIG. 4) that receives an upload or download of a predetermined file (for example, file F in FIG. 16) from the predetermined terminal in units of the cell,
The display control means is
Control can be executed to display a symbol (for example, symbol Y in FIG. 16) indicating the file for which the upload or download has been accepted by the second accepting means in the target cell.

In other words, uploading or downloading of a predetermined file by a predetermined terminal is accepted in units of a plurality of cells for inputting a plurality of items of information on measures for Web advertisements. Then, a symbol indicating the file whose upload or download has been accepted is displayed in the target cell.
Specifically, for example, in the above-described embodiment, the server 1 accepts an upload or download of the file F by the operator terminal 2 on a cell-by-cell basis. Then, the symbol Y indicating the file F whose upload or download has been accepted is displayed in the target cell C.
This facilitates the operation of uploading or downloading a particular file to cell C.
As a result, the convenience of the operation business executor is improved, so that the efficiency of the operation business of the Web advertisement can be improved.

Also, the plurality of items can include at least policy objectives, policy details, and policy results.

In other words, a plurality of items related to Web advertisement measures can include status, execution period, medium, implementation background, purpose, measure content, verification period, result, findings, next action, and reference file.
As a result, it is possible to display items specialized for advertising management measures.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Further, the display control means
It is possible to execute control for extracting and displaying only information for a predetermined period from the information whose input is accepted by the first accepting means.

In other words, it is possible to extract and display only the information for a predetermined period from the information whose input is accepted.
As a result, for example, medium-term results regarding the web advertisement of the business can be automatically extracted.
As a result, the convenience of the operation business executor is further improved, so that the efficiency of the Web advertisement operation business can be further improved.

Further, execution means for executing calculation of results of at least some of the plurality of items for each of the one or more measures;
can be further provided.

Further, an information processing device to which the present invention is applied is
In an information processing device (for example, the server 1 in FIG. 4) that supports the operation work related to the web advertisement of the business (for example, the business U in FIG. 1),
Using the information about the web advertisement of the business operator as advertisement information, a simulation of the advertisement information for a predetermined period in the future is performed based on the budget for the predetermined period and the actual results for the most recent period of the predetermined period, including at least a campaign unit. A simulation execution means (for example, the simulation unit 104 in FIG. 4) that executes in units of a predetermined granularity;
Allocation adjustment means (for example, display control of the display control unit 103 in FIG. 4) that adjusts the allocation of the budget for the predetermined period in units of a predetermined granularity including at least the campaign unit based on the results of the execution of the simulation. Allocation adjustment function realized in user terminal 2);
can be provided.
Here, the simulation execution means
correcting the performance of the most recent period of the predetermined period by redistributing budget according to a predetermined algorithm;
The simulation can be executed based on the corrected performance and the budget for the predetermined period.
In addition, it is also possible to further include routine measure execution means for executing routine measures whose rules can be fixed.
As a result, measures that have a high degree of contribution to performance, which cannot be executed by the AI of the Web advertising medium, are automated, and dependence on individuality is eliminated. The result is a dramatic improvement in speed and accuracy over manual execution.

DESCRIPTION OF SYMBOLS 1... Server, 2... Business operator terminal, 3... Media side server, 11... CPU, 12... ROM, 13... RAM, 14... Bus, 15... input/output interface 16 input unit 17 output unit 18 storage unit 19 communication unit 20 drive 40 removable medium 101 acquisition Section 102 Management section 103 Display control section 104 Simulation section 105 Determination section 106 Identification section 107 Reception section 171 Input Reception unit 172 ULDL reception unit 181 provider DB, NW network, U provider, Y symbol, F file, B button, R: calendar

Claims (3)

In an information processing device that supports business operations related to web advertisements of businesses,
Using the information about the web advertisement of the business operator as advertisement information, a simulation of the advertisement information for a predetermined period in the future is performed based on the budget for the predetermined period and the actual results for the most recent period of the predetermined period, including at least a campaign unit. a simulation executing means for executing a predetermined granularity as a unit;
allocation adjustment means for adjusting the allocation of the budget for the predetermined period in units of predetermined granularity including at least the campaign unit, based on the result of executing the simulation;
Information processing device. The simulation execution means is
correcting the performance of the most recent period of the predetermined period by redistributing budget according to a predetermined algorithm;
Execute the simulation based on the corrected performance and the budget for the predetermined period,
The information processing device according to claim 1 . 3. The information processing apparatus according to claim 1, further comprising routine measure execution means for executing a routine measure capable of fixing a rule.

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