JP2023029568A - Generation device, generation method, and generation program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To grasp the influence of a contact target on each of users whose contact ways are different.

SOLUTION: A generation device according to the present application includes an inferring unit that infers respective contact ways of users to a prescribed contact target after the prescribed contact target is provided, and a generation unit that, by using information on a plurality of user groups whose contact ways are different, generates information that indicates the influence of the prescribed contact target on each of the users. The inferring unit infers whether or not contact with the prescribed contact target has been made. The generation unit identifies a contact group which is a group of users who have made contact with the prescribed contact target, identifies a characteristic common to the users belonging to the contact group, identifies, as a comparison group, a group of users who have the common characteristic but do not belong to the contact group, and generates information that indicates the influence by using information about the contact group and information about the group of users.

SELECTED DRAWING: Figure 1

COPYRIGHT: (C)2023,JPO&INPIT

Description

The present invention relates to a generation device, a generation method, and a generation program.

In recent years, there has been known a technique for determining the effect of a contact target touched by a user. As an example of such technology, there is known a technology for judging an advertisement preference of a passenger of a vehicle when the passenger views the advertisement.

JP 2014-052518 A JP 2010-061218 A

However, with the conventional technology described above, it is not always possible to grasp the influence of the contact target on each user with different contact modes.

For example, in the above-described conventional technology, the content of an advertisement in front of the line of sight of a passenger in a vehicle and the biometric information obtained when viewing the advertisement are acquired, and a process of determining the passenger's preference for advertisements, a web advertisement It merely describes the process of determining whether the advertisement is actually viewed by the user and measuring the actual viewing time of the advertisement. Therefore, with the conventional technology described above, it is not always possible to grasp the influence of the contact target on each user with different contact modes.

The present application has been made in view of the above, and an object of the present application is to grasp the influence of a contact target on each user with different contact modes.

A generation device according to the present application includes an estimation unit that estimates a contact mode of each user with respect to a predetermined contact target after a predetermined contact target is provided, and a plurality of user groups with different contact modes. a generation unit that uses the information to generate information indicating the influence exerted by the predetermined contact target on each user, and the estimation unit determines whether or not the predetermined contact target has been contacted. The generation unit identifies a contact group that is a group of users who have contacted the predetermined contact target, identifies a commonality of users belonging to the contact group, and identifies a group of users having the commonality A user group that does not belong to the contact group is specified as a comparison group, and the information indicating the influence is generated using the contact group information and the user group information.

According to one aspect of the embodiment, there is an effect that it is possible to grasp the influence of the contact target on each user with different contact modes.

FIG. 1 is a diagram illustrating an example of generation processing according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of a generation system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of a generating device according to the embodiment; 4 is a diagram illustrating an example of a position information storage unit according to the embodiment; FIG. FIG. 5 is a diagram illustrating an example of a user information storage unit according to the embodiment; FIG. 6 is a flowchart illustrating an example of the procedure of generation processing according to the embodiment. FIG. 7 is a hardware configuration diagram showing an example of a computer that implements the functions of the generation device.

Embodiments for carrying out the generation device, generation method, and generation program according to the present application (hereinafter referred to as "embodiments") will be described in detail below with reference to the drawings. Note that the generation device, generation method, and generation program according to the present application are not limited to this embodiment. Also, in each of the following embodiments, the same parts are denoted by the same reference numerals, and overlapping descriptions are omitted.

[1. embodiment]
Generation processing realized by the generation device and the like of the present embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of generation processing according to the embodiment. In the example shown in FIG. 1, the generation system 1 has a user terminal 10, an advertiser terminal 20, and a generation device 100. FIG. The user terminal 10, the advertiser terminal 20, and the generating device 100 are communicably connected by wire or wirelessly via a predetermined communication network (not shown). The generation system 1 shown in FIG. 1 may include multiple user terminals 10, multiple advertiser terminals 20, and multiple generation devices 100. FIG.

A user terminal 10 shown in FIG. 1 is an information processing device used by a user. For example, the user terminal 10 is a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a mobile phone, a PDA (Personal Digital Assistant), or the like. In the example shown in FIG. 1, the user terminal 10 is a smart device such as a smart phone or tablet used by the user. Further, in the example shown in FIG. 1, the user terminal 10 includes user location information based on information detected by various sensors (eg, GPS (Global Positioning System) function, motion sensor, etc.) of the user terminal 10. is transmitted to the generation device 100 . In addition, in the example shown in FIG. 1, the user terminal 10 includes various services distributed by an external server device and various applications installed in the user terminal 10 (hereinafter sometimes referred to as "apps"). Behavior information based on the user's usage history, location information, etc. is transmitted to the generation device 100 .

Also, in the example shown in FIG. 1, user terminals 10 are described as user terminals 10-1 to 10-N (N is an arbitrary natural number) according to the users who use the user terminals 10. FIG. For example, the user terminal 10-1 is the user terminal 10 used by the user (user U1) identified by the user ID "U1". Further, hereinafter, the user terminals 10-1 to 10-N will be referred to as the user terminal 10 when they are not distinguished from each other.

The advertiser terminal 20 shown in FIG. 1 is an information processing device used by advertisers. For example, the advertiser terminal 20 is a desktop PC, a notebook PC, a tablet terminal, a mobile phone, a PDA, or the like. In the example shown in FIG. 1, the advertiser terminal 20 is a notebook PC used by the advertiser A1.

Further, in the example shown in FIG. 1 , the advertiser terminal 20 transmits information (hereinafter sometimes referred to as “contact condition”) that serves as a criterion for determining whether or not the user has come into contact with the advertisement. Send to In addition, the advertiser terminal 20 transmits to the generating device 100 information regarding the specification of the user's action (hereinafter sometimes referred to as “action condition”).

The generation device 100 shown in FIG. 1 is an information processing device that generates influence information indicating influence exerted on users by advertisements managed by the advertiser A1. In the example of FIG. 1, the generation device 100 acquires the location information of the user from the user terminal 10 and stores it in the location information storage unit. In addition, the generating device 100 acquires user behavior information from the user terminal 10, and stores the behavior information and attribute information related to the attributes of the user estimated from the behavior information in the user information storage unit. . In addition, the generation device 100 manages contact conditions and action conditions transmitted from the advertiser terminal 20 .

The conversion processing performed by the generation device 100 will be described below with reference to FIG. In the following explanation, it is assumed that the advertisement #1 submitted by the advertiser A1 is installed in the area A by a business operator who displays and installs advertisements outdoors. Advertisement #1 in the example of FIG. 1 may be advertisement using various advertising media such as billboard advertisement, display advertisement, and poster advertisement.

First, the generation device 100 acquires location information from the user terminal 10 (step S11). For example, in the example of FIG. 1, the generation device 100 generates location information (for example, specific numerical values indicating longitude and latitude) acquired by the GPS function of the user terminal 10 and the date and time corresponding to the location information. , from each user terminal 10 at predetermined intervals.

Subsequently, the generating device 100 receives contact conditions and action conditions from the advertiser terminal 20 (step S12). Here, in the example of FIG. 1, the generating device 100 determines that a user who has entered within a predetermined range (for example, 10 meters or 100 meters) from the position where advertisement #1 is installed is a user who has come into contact with advertisement #1. is received from the advertiser terminal 20. It is also assumed that the generating device 100 has received from the advertiser terminal 20 an action condition designating the user's action “visit a related store related to advertisement #1”.

Subsequently, the generating device 100 identifies users whose position information satisfies the contact condition as a contact group (step S13). For example, in the example of FIG. 1, the generating device 100 estimates that the user who met the contact condition after the advertisement #1 was placed was the user who came into contact with the advertisement #1 based on the location information collected in step S11. , a group of users (contact group M1) who came into contact with advertisement #1.

Subsequently, the generation device 100 identifies users who do not belong to the contact group among the users who share the contact group and at least one of the behavior or the attribute, or both, as a comparison group (step S14). It should be noted that the type of users to be included in the comparison group can be arbitrarily set, and the conditions for users to be included in such a comparison group may be those registered by the advertiser A1. . That is, the generation device 100 may receive conditions for the comparison group from the advertiser A1.

For example, in the example of FIG. 1, the generating device 100 stores information (behavior information and attribute information) about actions and attributes associated with each user belonging to the contact group M1 from the position information storage unit and the user information storage unit. to extract Then, the generating device 100 generates information about actions or attributes associated with users who belong to the contact group M1 and whose number is equal to or greater than a predetermined threshold (for example, 80% of all users belonging to the contact group M1), Alternatively, information on behavior and attributes is specified as behavior and attributes common to each user belonging to the contact group M1.

Here, in the example of FIG. 1, based on the behavior information of the users belonging to the contact group M1, it is assumed that "visiting area A every day" is specified as a behavior common to the users belonging to the contact group M1. do. In this case, based on the information stored in the position information storage unit and the user information storage unit, generation device 100 selects, as information on behavior, among users identified as “visiting area A every day”, By estimating users who do not belong to group M1 as users who have not come into contact with advertisement #1, a group of users who have not come into contact with advertisement #1 (comparison group C1) is identified.

Subsequently, the generating device 100 identifies the number of users who satisfy the behavioral condition and the number of users who do not satisfy the behavioral condition in each of the contact group and the comparison group (step S15). For example, in the example of FIG. 1, the generating device 100 determines the number of users who "visited a related store related to advertisement #1" in each of the contact group M1 and the comparison group C1 based on user behavior information. and the number of users who did not "visit the relevant store associated with Ad #1".

Subsequently, the generating device 100 generates influence information indicating the influence of the advertisement from the number of users specified in step S15 (step S16). For example, in the example of FIG. 1, the generating device 100 generates information indicating the number of users identified in step S15, and information about the number of users who belong to the contact group M1 and who have "visited a related store related to advertisement #1". information (graph G1) that compares the ratio of the number of users and the ratio of the number of users who "visit a related store related to advertisement #1" among the users belonging to the comparison group C1 as influence information Generate.

Subsequently, the generation device 100 provides the influence information generated in step S16 to the advertiser terminal 20 (step S17).

The example of FIG. 1 shows an example in which a user who meets the contact conditions provided by the advertiser is assumed to be the user who has come into contact with the advertisement. It may be estimated whether or not the user has come into contact with the advertisement based on the user's line of sight detected by wearing the device.

As described above, the generation device 100 according to the embodiment estimates, based on location information, users who have come into contact with advertisements installed outdoors, and determines the group of contacts who have come into contact with the advertisement and the It is possible to grasp the influence exerted by the advertisement installed outdoors by comparing the comparison group to which users who have the same behavior and attributes but who have not come into contact with the advertisement belong. That is, the generation device 100 according to the embodiment can grasp the influence of the outdoor contact target on each user with different contact modes.

[2. Configuration of generation processing system]
Next, the generation system 1 for realizing the generation process described above will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of a generation system according to the embodiment. As shown in FIG. 2, the generating system 1 according to the embodiment includes a user terminal 10, an advertiser terminal 20, and a generating device 100. The user terminal 10, the advertiser terminal 20, and the generating device 100 are connected via a network N by wire or wirelessly so that they can communicate with each other. The network N is a communication network such as a LAN (Local Area Network), a WAN (Wide Area Network), a telephone network (mobile telephone network, fixed telephone network, etc.), a local IP (Internet Protocol) network, or the Internet. The network N may include wired networks or wireless networks. The generation system 1 shown in FIG. 2 may include multiple user terminals 10, multiple advertiser terminals 20, and multiple generation devices 100. FIG.

A user terminal 10 is an information processing device used by a user. The user terminal 10 transmits the location information of the user based on the information detected by various sensors (for example, GPS function, motion sensor, etc.) of the user terminal 10 to the generation device 100 . In addition, the user terminal 10 transmits to the generation device 100 behavior information based on various services delivered by an external server device, the user's usage history in various applications installed in the user terminal 10, location information, and the like. do. Further, when the user terminal 10 receives control information for realizing processing of various sensors and various applications from the generating device 100, the user terminal 10 realizes processing according to the control information.

The advertiser terminal 20 is an information processing device used by advertisers. The advertiser terminal 20 transmits, to the generation device 100, a contact condition that serves as a criterion for determining whether or not the user has come into contact with an advertisement, and an action condition regarding specification of the user's action. In addition, when the advertiser terminal 20 receives the control information for realizing the transmission process of the contact condition and the action condition from the generating device 100, the advertiser terminal 20 realizes the transmission process according to the control information.

The generation device 100 is an information processing device that generates influence information that indicates the influence exerted on users by advertisements managed by advertisers. The generation device 100 acquires the location information of the user from the user terminal 10 and stores it in the location information storage unit 121, which will be described later. In addition, the generation device 100 acquires user behavior information from the user terminal 10, and stores the behavior information and attribute information related to the attributes of the user estimated from the behavior information to the user information storage unit 122 described later. store in In addition, the generation device 100 manages contact conditions and action conditions transmitted from the advertiser terminal 20 . Note that the generation device 100 may be a server that distributes the data itself of a predetermined application. The generation device 100 may also function as a distribution device that distributes control information to the user terminal 10 and the advertiser terminal 20 . Here, the control information is described in, for example, a script language such as JavaScript (registered trademark) or a style sheet language such as CSS (Cascading Style Sheets). Note that the predetermined application itself distributed from the generating device 100 may be regarded as the control information.

[3. Configuration of generation device]
Next, the configuration of the generation device 100 will be described using FIG. FIG. 3 is a diagram illustrating a configuration example of a generating device according to the embodiment; As shown in FIG. 3, the generation device 100 has a communication unit 110, a storage unit 120, and a control unit .

(Regarding communication unit 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card) or the like. The communication unit 110 is connected to the network N by wire or wirelessly, and transmits and receives information to and from the user terminal 10, the advertiser terminal 20, and the like.

(Regarding storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. As shown in FIG. 3 , the storage section 120 has a position information storage section 121 and a user information storage section 122 .

(Regarding the position information storage unit 121)
The position information storage unit 121 stores user position information. An example of query-related information stored in the position information storage unit 121 will now be described with reference to FIG. 4 . 4 is a diagram illustrating an example of a position information storage unit according to the embodiment; FIG. In the example of FIG. 4, the location information storage unit 121 has items such as "user ID", "date and time", "means of transportation", and "location information".

"User ID" indicates identification information for identifying a user. "Date and time" indicates the date and time corresponding to the location information. "Transportation means" indicates the transportation means used to move to the position corresponding to the position information. "Location information" indicates the location information of the user. Although FIG. 4 shows an example in which conceptual information such as "position information #1" is stored in "position information", information indicating latitude and longitude may actually be stored.

That is, FIG. 4 shows an example in which the user identified by the user ID "U1" is located at "location information #1" at "date and time #1" by means of transportation "walking".

(Regarding the user information storage unit 122)
The user information storage unit 122 stores user information related to user attributes and actions. An example of user information stored in the user information storage unit 122 will now be described with reference to FIG. FIG. 5 is a diagram illustrating an example of a user information storage unit according to the embodiment; In the example of FIG. 5, the user information storage unit 122 has items such as "user ID", "attribute information", and "behavior information".

"User ID" indicates identification information for identifying a user. "Attribute information" indicates information about attributes of the user. FIG. 5 shows an example in which conceptual information such as "attribute information #1" is stored in "attribute information", but in reality, information indicating the user's psychographic attributes and demographic attributes is stored. may be stored.

"Behavior information" indicates information about the behavior of the user, and has items such as "action date and time" and "action details". "Action date and time" indicates the date and time corresponding to the action of the user. "Action content" indicates the content of the user's action. FIG. 5 shows an example in which conceptual information such as "action content #1" is stored in "action content". Information such as the above browsing history may be stored.

That is, FIG. 5 shows an example in which the user identified by the user ID "U1" has "attribute information #1" and performs "action content #1" on "action date and time #1".

(Regarding the control unit 130)
The control unit 130 is a controller. For example, various programs stored in a storage device inside the generation device 100 are executed by a CPU (Central Processing Unit), MPU (Micro Processing Unit), etc., using the RAM as a work area. It is realized by being executed. Also, the control unit 130 is a controller, and is implemented by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array). As shown in FIG. 3, the control unit 130 according to the embodiment includes an acquisition unit 131, an estimation unit 132, an identification unit 133, and a generation unit 134, and performs information processing functions and actions described below. Realize or carry out.

(Regarding the acquisition unit 131)
Acquisition unit 131 acquires the location information of the user. For example, in the example of FIG. 1, the acquisition unit 131 acquires location information (for example, specific numerical values indicating longitude and latitude) acquired by the GPS function of the user terminal 10 and the date and time corresponding to the location information. , is obtained from each user terminal 10 at predetermined intervals and stored in the position information storage unit 121 .

(Regarding the estimation unit 132)
The estimation unit 132 estimates the contact mode of each user with respect to a predetermined contact target. For example, in the example of FIG. 1 , the estimation unit 132 estimates the user's contact mode based on the user's location information and the contact condition received from the advertiser terminal 20 .

Also, the estimation unit 132 may estimate the contact mode of each user with respect to a predetermined contact target based on the position information of each user. For example, in the example of FIG. 1, the estimating unit 132 estimates each user's contact mode with respect to advertisement #1 based on the user's location information and the contact condition received from the advertiser terminal 20 .

Moreover, the estimation unit 132 may estimate the contact mode of each user with respect to a predetermined advertisement as a predetermined contact target. For example, in the example of FIG. 1, the estimating unit 132 is an advertisement using various advertising media such as a billboard advertisement, a display advertisement, and a poster advertisement, and is an advertisement installed outdoors. Estimate the contact mode of the person.

In addition, the estimation unit 132 may estimate whether or not a predetermined contact target has been contacted. For example, in the example of FIG. 1, the estimating unit 132 estimates, based on the location information, that a user who has met the contact condition received from the advertiser terminal 20 after installation of the advertisement #1 is the user who has come into contact with the advertisement #1. do.

In addition, the estimation unit 132 may estimate the date and time of contact with a predetermined contact target as the contact mode. For example, in the example of FIG. 1, the estimation unit 132 estimates the date and time corresponding to the position information that satisfies the contact condition received from the advertiser terminal 20 as the date and time when the user contacted advertisement #1.

Moreover, the estimation unit 132 may estimate the contact mode of each user with respect to a predetermined moving body as a predetermined contact target. For example, the estimating unit 132 estimates the manner of contact of each user with respect to truck advertisements, advertising cars, advertisements installed inside and outside transportation means (for example, trains, buses, etc.).

(Regarding the specifying unit 133)
The identifying unit 133 identifies whether each user has performed a predetermined action related to a predetermined contact target. For example, in the example of FIG. 1 , the identification unit 133 determines whether each user receives an advertisement based on whether or not the behavior information satisfies the behavior condition “visit a related store related to advertisement #1” received from the advertiser terminal 20 . Determine whether the action associated with #1 has been performed.

(Regarding the generation unit 134)
The generation unit 134 generates information indicating the influence exerted by a predetermined contact target on each user, using information on a plurality of user groups with different contact modes. For example, in the example of FIG. 1, the generation unit 134 calculates the influence of advertisement #1 based on the behavior information of the contact group M1 who has contacted advertisement #1 and the comparison group C1 who has not contacted advertisement #1. Generate influence information to show.

Further, the generation unit 134 may generate information indicating the advertising effectiveness of an advertisement using information on a plurality of user groups with different exposure modes to advertisements. For example, in the example of FIG. 1, the generation unit 134, based on whether or not the behavior information of the users belonging to each group of the contact group M1 and the comparison group C1 satisfies the behavior condition received from the advertiser terminal 20, Generate influence information indicating the advertising effectiveness of advertisement #1.

Further, the generation unit 134 may generate information indicating the number of users belonging to each user group, as information indicating influence, for a plurality of user groups with different contact targets. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating the number of users belonging to each of the contact group M1 and the comparison group C1.

The generation unit 134 may also generate information indicating a group of users who have contacted a predetermined contact target and a group of users who have not contacted a predetermined contact target. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating a contact group M1 that has contacted advertisement #1 and a comparison group C1 that has not contacted advertisement #1.

In addition, the generation unit 134 identifies a contact group, which is a group of users who have contacted a predetermined contact target, and identifies a group of users having a predetermined commonality with the users belonging to the contact group as a comparison group, Information indicating influence may be generated using contact group information and user group information. For example, in the example of FIG. 1, the generation unit 134 identifies, as a comparison group C1, users who do not belong to the contact group M1 among the users who have at least one or both of behavior and attributes in common with the contact group M1, and Generate influence information.

Further, the generation unit 134 may specify a group of users whose actions are similar to those of users belonging to the contact group as a comparison group. For example, in the example of FIG. 1, the generation unit 134 identifies "visiting area A every day" as a common behavior of users belonging to the contact group M1 based on the behavior information of the users belonging to the contact group M1. do. Then, based on the behavior information, the generation unit 134 identifies users who do not belong to the contact group M1 among the users identified as “visiting the area A every day” as users who have not been in contact with the advertisement #1. By extrapolation, a comparison group C1 that has not been exposed to Ad #1 is identified.

In addition, the generation unit 134 may identify the contact group and the comparison group from the users who visited the place where the predetermined contact target was installed. For example, in the example of FIG. 1, the generation unit 134 identifies the contact group M1 and the comparison group C1 from the users who visited the area A where the advertisement #1 was installed.

In addition, the generation unit 134 creates a contact group of users who have come into contact with a predetermined contact target during movement among users who move by a common transportation means, and selects users who have not come into contact with a predetermined contact target during movement as a contact group. may be identified as a comparison group. For example, in the example of FIG. 1, the generation unit 134 identifies a contact group M1 who came into contact with advertisement #1 and a comparison group C1 who did not come into contact with advertisement #1 among users who move on foot.

In addition, the generation unit 134 may specify a group of users having attributes similar to those of users belonging to the contact group as a comparison group. For example, the generation unit 134 identifies an attribute common to users belonging to the contact group M1 based on the behavior information of the users belonging to the contact group, and among the users whose attributes are identified based on the behavior information, the contact Users who do not belong to the group are identified as a comparison group.

Further, the generation unit 134 identifies users having a predetermined commonality, and among the identified users, a group of users who have contacted a predetermined contact target, and a group of users among the identified users who have contacted a predetermined contact target. You may generate the information which shows the user group which is not in contact. For example, the generation unit 134 refers to the user information storage unit 122 and identifies a group of users having at least one of behavior information and/or attribute information in common. Then, the generation unit 134 generates influence information indicating a group of users who have come into contact with the advertisement and a group of users who have not come into contact with the advertisement, among the specified group of users.

In addition, the generating unit 134 uses information of users who have performed a predetermined action and information of users who have not performed a predetermined action among users belonging to each user group to indicate influence. information may be generated. For example, in the example of FIG. 1, the generation unit 134 determines the ratio of the number of users who “visit a related store related to advertisement #1” among the users belonging to the contact group M1, and the number of users belonging to the comparison group C1. Among them, the ratio of the number of users who “visited the related store related to advertisement #1” is generated as influence information.

In addition, the generation unit 134 may generate information indicating a plurality of user groups having different dates and times of contact with a predetermined contact target. For example, the generation unit 134 generates influence information indicating a contact group and a comparison group for each predetermined period (for example, 1 hour, 1 day, etc.).

[4. Generation process flow]
Here, a procedure of generation processing of the generation device 100 according to the embodiment will be described with reference to FIG. 6 . FIG. 6 is a flowchart illustrating an example of the procedure of generation processing according to the embodiment.

As shown in FIG. 6, the generating device 100 acquires user location information (step S101). Next, the generation device 100 estimates the contact mode of each user with respect to the contact target (step S102). For example, in the example of FIG. 1, the generation device 100 estimates that a user whose position information satisfies the contact condition received from the advertiser terminal 20 is the user who has contacted the advertisement #1.

Subsequently, the generating device 100 identifies whether or not each user has performed an action corresponding to the contact target (step S103). For example, in the example of FIG. 1, the generating device 100 identifies the user who satisfies the action condition received from the advertiser terminal 20 as the user who performed the action corresponding to advertisement #1.

Subsequently, the generation device 100 generates information indicating the influence of the contact target on each user with different contact modes (step S104), and ends the process. For example, in the example of FIG. 1, the generation device 100 determines the ratio of the number of users who “visited a related store related to advertisement #1” among the users belonging to the contact group M1, and the number of users belonging to the comparison group C1. Among them, the ratio of the number of users who “visited the related store related to advertisement #1” is generated as influence information.

[5. Modification]
The above-described embodiment is an example, and various modifications and applications are possible.

[5-1. Contact target]
In the above-described embodiment, the generation device 100 uses an advertisement as a contact target, but the generation device 100 may use various targets other than advertisements as a contact target.

[5-2. About the user group]
In the above-described embodiment, an example is shown in which the generation device 100 identifies a contact group that has come into contact with an advertisement and a comparison group that has not come into contact with an advertisement, and generates influence information indicating the influence of the advertisement. The function of the generation device 100 is not limited to such a configuration, and may specify a user group having any relationship. For example, the generation device 100 generates a first contact group that touched the first advertisement but did not touch the second advertisement, and a second contact group that touched the second advertisement but did not touch the first advertisement. and the influence information indicated by each of the first advertisement and the second advertisement may be generated.

[5-3. Estimation of contact mode]
In the above-described embodiment, an example was given in which the generation device 100 estimates a user who has entered within a predetermined range from the position where the advertisement is installed as a user who has come into contact with the advertisement. It is not limited to such a configuration, and it is possible to arbitrarily set what kind of user is assumed to be the user who has come into contact with the advertisement. For example, when an advertisement is installed in a predetermined means of transportation (for example, a train, a bus, a highway, etc.), the generation device 100 identifies users who use the predetermined means of transportation as users who come into contact with the advertisement. can be estimated. Further, for example, when an advertisement is displayed in a predetermined area during a predetermined time period (for example, in the case of a display advertisement), the generation device 100 may generate a user who entered the predetermined area during a predetermined time period. Users may be presumed to be users who have come into contact with advertisements, and identified as a contact group. Then, generating device 100 may estimate users who entered a predetermined area at a time other than the predetermined time zone as users who did not come into contact with the advertisement, and may identify them as a comparison group.

[6. effect〕
As described above, the generation device 100 according to the embodiment has the acquisition unit 131, the estimation unit 132, the identification unit 133, and the generation unit . Acquisition unit 131 acquires the location information of the user. The estimation unit 132 estimates the contact mode of each user with respect to a predetermined contact target. The identifying unit 133 identifies whether each user has performed a predetermined action related to a predetermined contact target. The generation unit 134 generates information indicating the influence exerted by a predetermined contact target on each user, using information on a plurality of user groups with different contact modes.

As a result, the generation device 100 according to the embodiment generates information indicating the influence of a contact target using information on a plurality of user groups with different contact modes. You can grasp the influence of the target.

In addition, in the generation device 100 according to the embodiment, for example, the estimation unit 132 estimates the contact mode of each user with respect to a predetermined contact target based on each user's position information. In addition, the estimation unit 132 estimates the manner of contact of each user with respect to a predetermined advertisement as a predetermined contact target. Then, the generation unit 134 generates information indicating the advertising effectiveness of the advertisement by using information on a plurality of user groups with different exposure modes to the advertisement. In addition, the generation unit 134 generates information indicating the number of users belonging to each user group, as information indicating influence, for a plurality of user groups with different contact targets.

As a result, the generation device 100 according to the embodiment can estimate the manner of exposure to advertisements and generate information indicating the effectiveness of advertisements, so that the effects of advertisements can be grasped.

In addition, in the generation device 100 according to the embodiment, for example, the estimation unit 132 estimates whether or not a predetermined contact target has been touched. Then, the generation unit 134 generates information indicating a group of users who have contacted the predetermined contact target and a group of users who have not contacted the predetermined contact target. In addition, the generation unit 134 identifies a contact group, which is a group of users who have contacted a predetermined contact target, and identifies a group of users having a predetermined commonality with the users belonging to the contact group as a comparison group, Information indicating influence is generated by using contact group information and user group information. The generation unit 134 also identifies a group of users whose behavior is similar to that of the users belonging to the contact group as a comparison group. Further, the generation unit 134 identifies a contact group and a comparison group from users who have visited a place where a predetermined contact target is installed. In addition, the generation unit 134 creates a contact group of users who have come into contact with a predetermined contact target during movement among users who move by a common transportation means, and selects users who have not come into contact with a predetermined contact target during movement as a contact group. are identified as the comparison group. The generation unit 134 also identifies a group of users having similar attributes to the users belonging to the contact group as a comparison group. Further, the generation unit 134 identifies users having a predetermined commonality, and among the identified users, a group of users who have contacted a predetermined contact target, and a group of users among the identified users who have contacted a predetermined contact target. Generates information that indicates a group of users who have not been contacted.

As a result, the generation device 100 according to the embodiment identifies the contact group and the comparison group, and generates information indicating the influence of the contact target. I can grasp it.

In addition, in the generation device 100 according to the embodiment, for example, the generation unit 134 generates information on users who have performed a predetermined action among users belonging to each user group, and information on users who have not performed a predetermined action. and information to generate information indicating influence.

As a result, the generation device 100 according to the embodiment generates information based on whether or not a user belonging to each user group has taken an action related to a contact target, so that the contact mode is a contact target for each user. You can grasp the influence of the target.

In addition, in the generation device 100 according to the embodiment, for example, the estimation unit 132 estimates the date and time of contact with a predetermined contact target as the contact mode. Then, the generation unit 134 generates information indicating a plurality of user groups having different dates and times of contact with a predetermined contact target.

As a result, the generation device 100 according to the embodiment generates information according to the date and time when the user touches the contact target, so it is possible to appropriately grasp the influence of the contact target on each user.

In addition, in the generation device 100 according to the embodiment, for example, the estimation unit 132 estimates the contact mode of each user with respect to a predetermined moving body as a predetermined contact target.

As a result, the generation device 100 according to the embodiment estimates the contact mode of the contact target, which is a moving object, and therefore can appropriately grasp the influence of the contact target, which is a moving object.

[7. Hardware configuration]
Also, the generation device according to each of the embodiments described above is implemented by a computer 1000 configured as shown in FIG. 7, for example. The generation device 100 will be described below as an example. FIG. 7 is a hardware configuration diagram showing an example of a computer that implements the functions of the generation device. Computer 1000 has CPU 1100 , RAM 1200 , ROM 1300 , HDD 1400 , communication interface (I/F) 1500 , input/output interface (I/F) 1600 and media interface (I/F) 1700 .

The CPU 1100 operates based on programs stored in the ROM 1300 or HDD 1400 and controls each section. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. Communication interface 1500 receives data from another device via communication network 500 (corresponding to network N in the embodiment) and sends it to CPU 1100, and also transmits data generated by CPU 1100 via communication network 500 to other devices. Send to device.

The CPU 1100 controls output devices such as displays and printers, and input devices such as keyboards and mice, through an input/output interface 1600 . CPU 1100 acquires data from an input device via input/output interface 1600 . Also, CPU 1100 outputs the generated data to an output device via input/output interface 1600 .

Media interface 1700 reads programs or data stored in recording medium 1800 and provides them to CPU 1100 via RAM 1200 . CPU 1100 loads such a program from recording medium 1800 onto RAM 1200 via media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or a PD (Phase change rewritable disc), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. etc.

For example, when the computer 1000 functions as the generation device 100 , the CPU 1100 of the computer 1000 implements the functions of the control unit 130 by executing a program loaded onto the RAM 1200 . In addition, each data in the storage device of the generation device 100 is stored in the HDD 1400 . CPU 1100 of computer 1000 reads these programs from recording medium 1800 and executes them, but as another example, these programs may be obtained from another device via a predetermined communication network.

[8. others〕
As described above, some of the embodiments of the present application have been described in detail based on the drawings. It is possible to carry out the invention in other forms with modifications.

In addition, the configuration of the above-described generation device 100 can be flexibly changed, for example, by calling an external platform or the like using an API (Application Programming Interface) or network computing depending on the function.

In addition, the "unit" described in the claims can be read as "means", "circuit", or the like. For example, the acquisition unit can be read as acquisition means or an acquisition circuit.

10 user terminal 20 advertiser terminal 100 generation device 110 communication unit 120 storage unit 121 position information storage unit 122 user information storage unit 130 control unit 131 acquisition unit 132 estimation unit 133 identification unit 134 generation unit

Claims (13)

an estimating unit for estimating a contact mode of each user with respect to the predetermined contact target after the predetermined contact target is provided;
a generation unit that generates information indicating the influence exerted by the predetermined contact target on each user by using information on a plurality of user groups with different contact modes,
The estimation unit
estimating whether or not the predetermined contact target is contacted,
The generating unit
Identify a contact group that is a group of users who have contacted the predetermined contact target, identify commonality of users belonging to the contact group, and identify a group of users having the commonality, A generating device that identifies a user group that does not belong to a comparison group, and generates the information indicating the influence by using contact group information and user group information. further comprising an acquisition unit that acquires location information of the user;
The estimation unit
2. The generation device according to claim 1, wherein the contact mode of each user with respect to the predetermined contact target is estimated based on the position information of each user. The estimation unit
estimating the manner of contact of each user with respect to a predetermined advertisement as the predetermined contact target;
The generating unit
The generation device according to claim 1 or 2, wherein information indicating the advertising effectiveness of the advertisement is generated using information of a plurality of user groups with different exposure modes to the advertisement. The generating unit
4. Information indicating the number of users belonging to each user group is generated as the information indicating the influential power for a plurality of user groups with different contact targets. 1. A generator according to claim 1. The generating unit
5. The generation device according to claim 1, wherein a group of users whose behavior is similar to that of users belonging to said contact group is specified as a comparison group. The generating unit
6. The generation device according to claim 5, wherein the contact group and the comparison group are specified from users who have visited a place where the predetermined contact target is installed. The generating unit
Among users who move by a common transportation means, users who touched the predetermined contact object during movement are defined as a contact group, and users who did not touch the predetermined contact object during movement are identified as a comparison group. The generation device according to any one of claims 1 to 6, characterized in that: The generating unit
The generating device according to any one of claims 1 to 7, wherein a user group having attributes similar to those of users belonging to the contact group is specified as a comparison group. further comprising a specifying unit that specifies whether or not each user has performed a predetermined action related to the predetermined contact target;
The generating unit
Among users belonging to each user group, information indicating the influence is generated by using information on users who have performed the predetermined behavior and information on users who have not performed the predetermined behavior. The generator according to any one of claims 1 to 8, characterized in that: The estimation unit
As the contact mode, estimating the date and time of contact with the predetermined contact target,
The generating unit
10. The generation device according to any one of claims 1 to 9, wherein information indicating a plurality of user groups having different dates and times of contact with the predetermined contact object is generated. The estimation unit
11. The generation device according to any one of claims 1 to 10, characterized in that, as the predetermined contact object, a state of contact of each user with respect to a predetermined moving body is estimated. A generation method executed by a generation device,
an estimating step of estimating each user's contact mode with respect to the predetermined contact object after the predetermined contact object is provided;
a generation step of generating information indicating the influence exerted by the predetermined contact target on each user, using information on a plurality of user groups each having a different contact mode,
The estimation step includes
estimating whether or not the predetermined contact target is contacted,
The generating step includes
Identify a contact group that is a group of users who have contacted the predetermined contact target, identify commonality of users belonging to the contact group, and identify a group of users having the commonality, A generating method comprising: identifying a group of users who do not belong as a comparison group, and generating information indicating the influence by using information on the contact group and information on the user group. an estimation procedure for estimating a contact mode of each user with respect to a predetermined contact target after provision of the predetermined contact target;
causing a computer to execute a generating procedure for generating information indicating the influence exerted by the predetermined contact target on each user using information on a plurality of user groups each having a different contact mode;
The estimation procedure includes:
estimating whether or not the predetermined contact target is contacted,
The generating procedure includes:
Identify a contact group that is a group of users who have contacted the predetermined contact target, identify commonality of users belonging to the contact group, and identify a group of users having the commonality, A generation program characterized by identifying a group of users who do not belong as a comparison group, and generating information indicating the influence by using information on the contact group and information on the user group.

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