JP5015978B2 - Information providing apparatus, information providing method, and information providing apparatus program - Google Patents

Description

The present invention belongs to a technical field of an information providing apparatus , an information providing method, and an information providing apparatus program, and more specifically, for example, an information providing apparatus and information used for market analysis such as a survey of consumer preferences at the time of creating an advertisement. The present invention belongs to a technical field of a providing method and a program for an information providing apparatus.

  In general, when creating an advertisement for a certain product, a so-called market research is conducted for consumers who are expected to purchase the product, and the taste or consumption trend is analyzed, so that the feature points of the product are most appealed. It is usual to consider possible advertising methods.

  Here, as one method of the market research, there is a so-called cluster analysis method. In this cluster analysis method, first, a large number of consumers are classified according to their common attributes in terms of preferences and the like to form a plurality of consumer groups. Each of the plurality of consumer groups is referred to as a “cluster”. Assuming a virtual consumer image that symbolizes the common attribute of the consumer belonging to each classified cluster, this consumer image is used to determine the genre of the product and the purchase of the product itself. Conduct a survey. Examples of conventional techniques for the cluster analysis method include those described in Patent Documents 1 and 2 below.

Japanese Patent No. 3212695 (FIG. 1 etc.) JP 2000-132558 A (FIG. 2 etc.)

  However, only the description about the cluster analysis method for a single database can be found in Patent Document 1 and the like. On the other hand, the database that has accumulated the results of the above market analysis has differences in versatility (specifically, the number of accumulated data and the number of types of products to be analyzed) Etc.). When a database with low versatility is targeted, there is a problem that the analysis result obtained even when using the method described in Patent Document 1 is also only low in versatility.

  Therefore, the present invention has been made in view of the above problems, and the problem is that even if the cluster is specified using a database having low versatility, the cluster has high versatility corresponding to consumers belonging to the cluster. An object is to provide an information providing apparatus and an information providing method capable of providing data quickly and easily, and a program for the information providing apparatus.

In order to solve the above-described problem, the invention described in claim 1 is a plurality of databases in which versatility of accumulated data is different from each other, and a plurality of consumers are provided for each common consumer attribute. Connected to a plurality of storage means such as a media contact database for storing a database in which data corresponding to each consumer belonging to each consumer group such as a cluster obtained by classification is stored for each consumer group. Relative to the one database, a connection means such as an interface, a specifying means such as a cluster specifying unit for specifying any of the consumer groups using the data stored in the one database, and Corresponding to the consumer belonging to the specified consumer group in the other database that stores the highly versatile data for each consumer group. With a search and extraction unit search and extraction section such that searches and extracts the data, and a notification means such as a display to notify the retrieved extracted data, the second database belongs to each of said consumer group Advertisement content data indicating the content of the advertisement with which the consumer contacts is stored for each consumer group as the data corresponding to the consumer, and the specifying means stores the data stored in the one database To identify any one of the consumer groups corresponding to the advertising object, and the search and extraction means searches the advertisement content data for the identified consumer group in the other database. Further, the notification means is configured to notify the search-extracted advertisement content data .

Therefore, a consumer group is identified using data in one database, and data corresponding to consumers belonging to the identified consumer group is searched / extracted from other more versatile databases. Because it announces, by searching / extracting the data of consumers belonging to the consumer group specified in the database with relatively low versatility from the database with high versatility, more data required for each consumer group can be obtained. It can be provided using a highly versatile database.
Further, the data stored in the other database is the advertisement content data, and any one of the consumer groups corresponding to the advertising object is specified using the data stored in the one database, and Since the advertisement content data for the specified consumer group in other databases is searched, extracted, and notified, the advertisement content that the consumer belonging to each group contacts is notified for each specified consumer group This can contribute to the determination of an effective advertising method.

  In order to solve the above-mentioned problem, the invention according to claim 2 is the information providing apparatus according to claim 1, wherein the difference in versatility between the databases is accumulated in each database. The difference in versatility due to the difference in the number of data, and the one database is configured to be the database that stores less data than the other database.

  Therefore, the difference in versatility in each database is caused by the difference in the number of data stored in each database, and one database used for specifying consumer groups is used for data retrieval / extraction. Since this is a database with a smaller number of data accumulations than other databases used, consumer data belonging to a consumer group specified in a database with a relatively small number of data accumulations is stored in a database with a large number of data accumulations. By searching / extracting from, it is possible to provide necessary data for each consumer group by utilizing a more versatile database.

  In order to solve the above-described problem, the invention according to claim 3 is the information providing apparatus according to claim 1, wherein the difference in versatility between the databases is determined by the search / extraction target of the data. The difference in the versatility due to the difference in the range of objects to be obtained, and the one database stores the data on only one object to be searched / extracted for the data for each consumer group. The database is an accumulated database, and the other database is configured to be a database that accumulates the data on the plurality of objects for each of the consumer groups.

  Therefore, the difference in versatility in each database is due to the difference in the range of objects to be searched / extracted for data, and only one object for which one database is to be searched / extracted for data. Is a database that stores data about each consumer group, and another database is a database that stores data about a plurality of objects for each consumer group. By searching / extracting the data of consumers belonging to the consumer group specified in the database having only one target object from the database storing the data about the target object, each consumer group The necessary data can be provided using a more versatile database.

In order to solve the above-mentioned problem, the invention according to claim 4 is the information providing apparatus according to any one of claims 1 to 3 , wherein the one database has a willingness to purchase the advertising object. The data shown is stored for each consumer group, and the specifying means uses the data stored in the one database to preset a purchase intention corresponding to the advertising object. The consumer group that is equal to or greater than the threshold is selected and specified.

  Therefore, one database stores data indicating the willingness to purchase advertising objects for each consumer group, and when identifying consumer groups, the data stored in one database is used to identify the advertising objects. Since the consumer group with a purchase intention corresponding to is selected and specified above a preset threshold value, the advertisement content data necessary for maximizing the sales of the advertisement object is specified by one database. The consumer group can be searched / extracted in another database, and the advertisement content data that can most contribute to the maximization of sales of the advertisement object can be notified.

In order to solve the above-described problem, the invention according to claim 5 is the information providing apparatus according to any one of claims 1 to 3 , wherein the one database has a willingness to purchase the advertising object. The data to be stored is stored for each consumer group, and the specifying means uses the data stored in the one database to use the consumption with the lowest purchase intention corresponding to the advertising object. It is configured to select and specify other consumer groups except for a predetermined number of consumer groups in ascending order from the consumer group.

  Therefore, one database stores data indicating the willingness to purchase advertising objects for each consumer group, and when identifying consumer groups, the data stored in one database is used to identify the advertising objects. Since the other consumer groups except the predetermined number of consumer groups are selected in ascending order from the consumer group with the lowest purchase intention corresponding to, the advertising cost for the advertising target is limited. Since the advertisement content data can be searched / extracted in other databases for the consumer group specified by one database, the advertisement content data that can most contribute to the localization of the advertising cost for the advertising object is notified. Can do.

In order to solve the above-mentioned problem, the invention according to claim 6 is the information providing apparatus according to claim 4 or 5 , wherein the one database stores the data indicating the purchase intention in time series. The advertisement content data that is accumulated for each consumer group, and that the other database indicates the content of the advertisement that the consumer belongs to each consumer group in association with the frequency of contact with the advertisement. Is stored for each consumer group as the data corresponding to the consumer, and the search and extraction means stores the advertisement content data on the other database based on the time series and the frequency relating to the purchase motivation. And an input means such as an operation unit used for inputting an advertisement cost that can be used for advertisement of the advertisement object and the search / extracted advertisement content Cost allocation means such as a cost allocation unit for allocating the advertisement cost corresponding to the data, and the notification means notifies the allocated cost together with the searched and extracted advertisement content data. Composed.

  Therefore, since the input expense distribution is made corresponding to the advertisement content data searched / extracted based on the time series related to the purchase intention and the frequency of contact with the advertisement, the most effective advertisement expense distribution can be achieved. Can be recognized automatically.

In order to solve the above problems, the invention according to claim 7, the information providing device according to claim 6, wherein the notification means, together with the search extracted advertisement contents data and the apportioned costs, The cost is configured to be notified together with a graph that graphs the cost along the time series.

  Therefore, the advertisement diagram is notified together with the advertisement content data and the cost, and the graph of the cost in time series is also notified, so that the distribution of the advertisement cost can be recognized quickly and easily.

In order to solve the above-mentioned problem, the invention described in claim 8 is a computer comprising a plurality of databases having different versatility of stored data, and each consumer attribute is shared by the consumer Connected to a plurality of storage means such as a media contact database for storing data corresponding to each consumer belonging to each consumer group obtained by dividing the data into a plurality of databases stored for each consumer group. Connecting means, specifying means for specifying any of the consumer groups using the data stored in one of the databases, and consuming the data relatively versatile with respect to the one database Search extraction for searching and extracting the data corresponding to the consumer belonging to the specified consumer group in the other database accumulated for each consumer group Stage, and provides a notification means information providing device program to function as, for notifying the searched extracted data, the other databases, the contents of the advertisement that the consumers belonging to each of said consumer group are in contact with The advertisement content data shown is stored for each consumer group as the data corresponding to the consumer, and the computer functioning as the specifying means is used with the data stored in the one database, The computer that further functions to identify any of the consumer groups corresponding to the advertising object, and that functions as the search and extraction means, in the other database, for the identified consumer group The computer that further functions to search and extract advertisement content data, and further functions as the notification means, To further function to announce the advertisement contents data searched extracted.

Therefore, a consumer group is identified using data in one database, and data corresponding to consumers belonging to the identified consumer group is searched / extracted from other more versatile databases. Since the computer functions in such a manner, it is possible to search / extract consumer data belonging to a consumer group specified in a relatively low versatile database from the general versatile database. The necessary data can be provided using a more versatile database.
Further, the data stored in the other database is the advertisement content data, and any one of the consumer groups corresponding to the advertising object is specified using the data stored in the one database, and Since the computer functions to search, extract and announce advertisement content data for the specified consumer group in other databases, consumers belonging to each group for each identified consumer group Announcing the content of the ad in contact can contribute to the determination of an effective advertising method.

In order to solve the above-mentioned problem, the invention described in claim 9 is a plurality of databases in which versatility of accumulated data is different from each other, and a plurality of consumers are provided for each common consumer attribute. Information that can be connected to a plurality of storage means such as a media contact database in which data corresponding to each consumer belonging to each consumer group obtained by classification is stored in a database stored for each consumer group. An information providing method executed by a providing device, wherein a connection step of connecting to the plurality of storage means, and specifying one of the consumer groups using the data stored in one database In the other database that stores each consumer group the data that is relatively versatile with respect to the one database. A search and extraction process of extracting and searching the data corresponding to the consumer belonging to Shah group, saw including a notification step, the to notify the retrieved extracted data, the other databases, each said consumer The advertisement content data indicating the content of the advertisement that the consumer belonging to the group touches is accumulated for each consumer group as the data corresponding to the consumer, and in the specific step, is accumulated in the one database. In the search and extraction step, in the other database, the advertisement for the specified consumer group is specified using the data that is specified. Content data is searched and extracted, and the advertisement content data searched and extracted is notified in the notification step .

Therefore, a consumer group is identified using data in one database, and data corresponding to consumers belonging to the identified consumer group is searched / extracted from other more versatile databases. Because it announces, by searching / extracting the data of consumers belonging to the consumer group specified in the database with relatively low versatility from the database with high versatility, more data required for each consumer group can be obtained. It can be provided using a highly versatile database.
Further, the data stored in the other database is the advertisement content data, and any one of the consumer groups corresponding to the advertising object is specified using the data stored in the one database, and Since the advertisement content data for the specified consumer group is searched and extracted in other databases and notified, the advertisement content that the consumer belonging to each group contacts is notified for each specified consumer group This can contribute to the determination of an effective advertising method.

  According to the present invention, a consumer group is identified using data in one database, and data corresponding to consumers belonging to the identified consumer group is searched from other more versatile databases. / Since it is extracted and notified, it is necessary for each consumer group by searching / extracting the data of consumers belonging to the consumer group specified in the database having relatively low versatility. Data can be provided using a more versatile database.

Therefore, even for a consumer group specified using a database having low versatility, highly versatile data corresponding to consumers belonging to the consumer group can be provided quickly and easily.
Further, the data stored in the other database is the advertisement content data, and any one of the consumer groups corresponding to the advertising object is specified using the data stored in the one database, and Since the advertisement content data for the specified consumer group in other databases is searched, extracted, and notified, the advertisement content that the consumer belonging to each group contacts is notified for each specified consumer group This can contribute to the determination of an effective advertising method.

It is a block diagram which shows the schematic structure of the information provision system which concerns on embodiment. It is a figure which illustrates the structure of the database which concerns on embodiment, (a) is a figure which illustrates the structure of the media contact database which concerns on embodiment, (b) is the goods evaluation / advertisement evaluation survey database which concerns on embodiment It is a figure which illustrates composition. It is a flowchart which shows the information provision process which concerns on embodiment, (a) is a flowchart which shows the whole said information provision process, (b) is a flowchart which shows a cluster specific process. It is a figure which illustrates the questionnaire for investigation concerning an embodiment. It is a figure which illustrates the cluster specific process which concerns on embodiment, (a) is a figure which illustrates the purchase intention value for every cluster, (b) illustrates the selection of the cluster in order to maximize sales It is a figure, (c) is a figure which illustrates selection of the cluster in the case of aiming at the minimization of advertising expenses. It is a figure (I) which shows the example of a display concerning the media plan decision processing concerning an embodiment. It is a figure (II) which shows the example of a display which concerns on the media plan determination process concerning embodiment. It is a figure (III) which shows the example of a display which concerns on the media plan determination process concerning embodiment. It is a figure (IV) which shows the example of a display which concerns on the media plan determination process concerning embodiment. It is a figure (V) which shows the example of a display which concerns on the media plan determination process which concerns on embodiment. It is a figure which shows the example of a result display in the media plan determination process which concerns on embodiment. It is a figure (I) which shows the example of a display of the budget allocation process in the media plan determination process which concerns on a deformation | transformation form. It is a figure (II) which shows the example of a display of the budget allocation process in the media plan determination process which concerns on a deformation | transformation form.

(I) Embodiment Next, an embodiment for carrying out the present invention will be described with reference to FIGS. In the embodiment described below, the present invention is applied to an information providing system that creates a media plan for creating an advertisement related to an advertisement object such as a product or a movie and presents it to a user. It is an embodiment.

  1 is a block diagram illustrating a schematic configuration of the information providing system according to the embodiment, FIG. 2 is a diagram illustrating a configuration of a database according to the embodiment, and FIG. 3 illustrates an information providing process according to the embodiment. FIG. 4 is a diagram illustrating a survey question item according to the embodiment. Further, FIG. 5 is a diagram illustrating cluster specifying processing according to the embodiment, FIGS. 6 to 10 are diagrams illustrating display examples according to media plan determination processing according to the embodiment, and FIG. 11 is media according to the embodiment. It is a figure which shows the example of a result display to plan decision processing.

  First, the media plan according to the embodiment will be generally described.

  The media plan is a plan that indicates what kind of content the advertisement should be created specifically when creating an advertisement for a certain advertising object (such as a product or a movie). The media plan is generally composed of three elements of “media”, “vehicle”, and “advertisement expression”.

  At this time, the “media” is a type of medium on which the advertisement is posted. Specifically, “television broadcasting”, “newspaper”, “magazine”, “Internet”, etc. are each “media”. It becomes.

  Next, the “vehicle” indicates a specific medium through which each advertisement is advertised. More specifically, if the media is television broadcasting, each program is “vehicle”, if the media is newspaper, each newspaper company (newspaper name) is “vehicle”, and if the media is magazine, each magazine (magazine name) is each. Becomes a “vehicle”, and if the media is the Internet, each home page or website becomes a “vehicle”.

  On the other hand, the “advertisement expression” is a more specific content of the advertisement for each vehicle. More specifically, for example, when the vehicle is “information program A”, “what tagline is used”, “how long”, “what talent”, “what configuration” “Is it an advertisement?” Is an advertisement expression.

  Note that the media plan may include advertisement costs for each medium or each vehicle.

  Next, the configuration and operation of the information providing system according to the embodiment used for creating the above-described media plan will be described.

  As shown in FIG. 1, the information providing system SS according to the embodiment includes an information providing device S, a media contact database 1 and a product evaluation / advertisement evaluation survey database 2 which are databases external to the information providing device S, respectively. And is constituted by.

  In this configuration, the information providing apparatus S includes a cluster specifying unit 10a as an example of a specifying unit, a search extracting unit 10b as an example of a search extracting unit, and a cost distribution unit 10c as an example of a cost distributing unit. Unit 10, an operation unit 11 including an input device such as a keyboard and a mouse, a display 12 as an example of notification means including a liquid crystal display, a volatile RAM (Random Access Memory) 13, and a nonvolatile ROM ( Read Only Memory) 14 and an interface 15 as an example of a connection means.

  At this time, the interface 15 is connected to the media contact database 1 and the product evaluation / advertisement evaluation survey database 2 which are external databases, respectively, and enables data exchange between each database and the main control unit 10. .

  The main control unit 10 reads and executes a program or the like stored in advance in the ROM 14 based on an operation signal from the operation unit 11 corresponding to a user operation on the operation unit 11, thereby executing the above-described operation. It functions as the cluster identification unit 10a, the search extraction unit 10b, and the cost distribution unit 10c. Data necessary for exhibiting the function in the main control unit 10 is temporarily stored in the RAM 13 and is read again as necessary to be used for exhibiting the function.

  On the other hand, the main control unit 10 (hereinafter simply referred to as the cluster specifying unit 10a) functioning as the cluster specifying unit 10a sends the contents of answers to a plurality of questions to the product evaluation / advertisement evaluation survey database 2 as will be described in detail later. By searching within, one or more clusters according to the embodiment are specified.

  Next, the main control unit 10 (hereinafter simply referred to as the search extraction unit 10b) that functions as the search extraction unit 10b searches the media contact database 1 for each of the specified clusters as will be described in detail later. Thus, data indicating advertisement preferences related to consumers included in the cluster is extracted.

  Furthermore, the main control unit 10 (hereinafter simply referred to as the cost allocation unit 10c) functioning as the cost allocation unit 10c determines the budget allocated to each medium or vehicle determined as a media plan in response to a request from the user. decide.

  Finally, the display 12 displays the created media plan itself and the like so as to be visible under the control of the main control unit 10.

  Next, the media contact database 1 and the product evaluation / advertisement evaluation survey database 2 according to the embodiment will be specifically described with reference to FIG.

  The media contact database 1 and the product evaluation / advertisement evaluation survey database 2 are specifically realized as external server devices, and are connected to the information providing system S according to the embodiment via the interface 15. Various data can be exchanged.

  At this time, as shown in FIG. 2, the media contact database 1 and the product evaluation / advertisement evaluation survey database 2 indicate the answer contents for each individual with respect to the same or similar question items, the category of the question items, the question object, etc. Each one accumulates. More specifically, in the media contact database 1, for example, an answer (for example, “2” in FIG. 2) for each individual (exemplified by No. XX in FIG. 2) for a question item belonging to the category “movie values”. ”,“ 4 ”,“ 5 ”, etc.) are accumulated for each category. Similarly, in the product evaluation / advertisement evaluation survey database 2, for example, a collection D2 of answer examples for each person with respect to a question item belonging to the category “movie values” is accumulated for each category. In the case illustrated in FIG. 2, when the aggregate D1 and the aggregate D2 belonging to the movie values category are compared, the respective questions are the same or similar. Each of the aggregates D1 and D2 is already classified into a cluster in which each individual is set in advance.

  Here, the difference between the media contact database 1 and the product evaluation / advertisement evaluation survey database 2 lies in their versatility. Specifically, as illustrated in FIG. 2, the media contact database 1 has an overwhelmingly large number of data (specifically, the media contact database 1 has 10,000 data, whereas the product evaluation / Advertisement evaluation survey database 2 has 500 data (see FIG. 2), and in this respect, the versatility is higher than the product evaluation / advertisement evaluation survey database 2. In addition, the product evaluation / advertisement evaluation survey database 2 includes the results of preference surveys only for specific products or advertising objects such as movies. In this sense, the number of data is less than the media contact database 1 and is general purpose. The nature is low. On the other hand, the media contact database 1 is not limited to a specific advertisement object, but an example of an answer widely targeting an advertisement object belonging to the category or the like is accumulated as an aggregate D1.

  Next, information providing processing according to the embodiment in the information providing system S having the above-described configuration will be specifically described with reference to FIGS.

  As shown in FIG. 3, in the information providing process according to the embodiment, first, the same question item Q is output from the information providing apparatus S to the media contact database 1 and the product evaluation / advertisement evaluation survey database 2. At this time, the question item Q needs to be the question item Q related to the data stored in the product evaluation / advertisement evaluation survey database 2. Thereafter, based on the output question item Q, by extracting and referring to an example of the answer to the same question item as the question item Q, for example, based on the method exemplified in the above-mentioned Patent Document 1 according to the embodiment A cluster is formed (step S100).

  At this time, as the contents of the question Q, for example, data corresponding to “Q1” to “Q5” illustrated in FIG. 4 is output to the media contact database 1 and the product evaluation / advertisement evaluation survey database 2, Of these, the cluster is actually formed using only a few questions, for example, only three questions “Q2”, “Q4” and “Q5” illustrated in FIG.

  In the embodiment described below, it is assumed that seven clusters relating to movie values are formed as the cluster. More specifically, for example, parameters “movie information sensitivity” and “movie information ripple power” are assumed, and “high-sensitivity geek layer (hereinafter, first cluster)” is set in descending order of the “movie information sensitivity” parameter. ”,“ Premium product preference layer (hereinafter referred to as second cluster) ”,“ My pace selection layer (hereinafter referred to as third cluster) ”and“ Product follower layer (hereinafter referred to as fourth cluster) ”, and “Product pinion layer (hereinafter referred to as fifth cluster)”, “new product trend preference layer (hereinafter referred to as sixth cluster)” and “word-of-mouth communication reputation-oriented layer (hereinafter referred to as“ movie information ripple effect ”parameter) Seven clusters) ”are formed.

  Next, when a predetermined number of clusters are formed by the output of the questionnaire Q, the cluster specifying unit 10a next refers to the product evaluation / advertisement evaluation survey database 2 for each of the formed clusters, The purchase intention about the advertising target object concerning the output question item Q is searched (step S200).

  Then, assuming that the search in the product evaluation / advertisement evaluation survey database 2 has obtained the result illustrated in FIG. 5A for each of the seven clusters for the purchase intention, for example, the cluster specifying unit 10a The process shown in FIG. 5B is executed.

  That is, as shown in FIG. 5B, the cluster specifying unit 10a determines whether the media plan to be created using the information providing system SS aims to “maximize sales” or “localize advertising expenses”. It is confirmed based on the operation content in the operation part 11 (step S201). When it is confirmed that the media plan aims to maximize sales (step S201; YES), the cluster specifying unit 10a is set in advance as shown by shading in FIG. 5B. Clusters (for example, the fourth cluster and the fifth cluster in the case of FIG. 5B) that are equal to or greater than a certain threshold (for example, 30%) are extracted (step S202), and the operation proceeds to step S300 based on the extraction result.

  On the other hand, when it is confirmed in step S201 that the media plan is intended to localize advertising expenses (step S201; NO), the cluster specifying unit 10a shades FIG. 5C. As shown as a portion not to perform, a cluster other than the cluster less than the threshold (the fourth cluster and the fifth cluster in the case of FIG. 5C) is extracted (step S203), and the extraction result is used as the step S300. Move to the operation. In addition to the above, step S203 can be configured so that clusters other than the number of clusters for which the use of advertising expenses is permitted in advance are excluded from the extraction target in descending order of purchase intention. .

  Next, the search extraction unit 10b determines the media contact rate in the media contact database 1 for each of the clusters identified by the process of step S200 (fourth cluster and fifth cluster in the case of FIG. 5). Search is performed (step S300).

  This search process can be executed, for example, by searching within a collection D1 of answer examples for “Q2” (Q2 which is one of the question items Q provided for forming a cluster) illustrated in FIG. Then, the search result is displayed on the display 12 as illustrated in the left of FIG. The example shown on the left in FIG. 6 is a media contact degree search result for the fourth cluster. By comparison with a preset threshold (for example, 50%), consumers belonging to the fourth cluster It turns out that there are many opportunities to come in contact with television broadcasting and magazines.

  As a result, the extraction search unit 10b next searches the media contact database 1 for the contact rate to the vehicles belonging to the media having a high contact rate (in the case of FIG. 6, a television broadcast and a magazine) (step S300). The result is displayed on the display 12 as illustrated in the upper right and lower right of FIG. In the example shown in the upper right and lower right of FIG. 6, the media coverage of television broadcasting is high from “Reporting Commentary A” to “Meteorological Information B”, then “Professional Baseball B” to “Entertainment Variety” The contact rate of the next point is up to “B”. As for magazine media, the contact rate from "Information magazine A" to "Car magazine B" is high, and the next contact rate is from "Lifestyle magazine B" to "Entertainment magazine A". Yes. Thereby, the extraction search unit 10b extracts a vehicle that is higher than a preset contact rate threshold (for example, 20%) for the fourth cluster.

  On the other hand, the search extraction unit 10b executes the same process as the fourth cluster for the fifth cluster, which is another cluster specified by the process of step S200 (step S300).

  That is, the search extraction unit 10b searches the media contact database 1 for the media contact rate for the fifth cluster (step S300), and displays the result on the display 12 as illustrated in the left of FIG. To do. In the example shown on the left in FIG. 7, it can be seen from the comparison with the preset threshold value that consumers belonging to the fifth cluster have many opportunities to contact television broadcasting and the Internet.

  As a result, the extraction search unit 10b next searches the media contact database 1 for the contact rate to the vehicle belonging to each medium with a high contact rate (in the case of FIG. 7, television broadcast and the Internet) (step S300). The result is displayed on the display 12 as illustrated in the upper right and lower right of FIG. In the example shown in the upper right and lower right of FIG. 7, with regard to television broadcasting media, the contact rate from “TV shopping B” to “Attendance / Performance A” is high, and then from “Sumo A” to “Entertainment variety” The contact rate of the next point is up to “A”. As for Internet media, “News Site B” to “Search Engine A” have the highest contact rate, and then “Search Engine B” and “Women Information Site A” have the second highest contact rate. . Thereby, the extraction search unit 10b extracts a vehicle that is higher than a preset contact rate threshold (for example, 15%) for the fifth cluster.

  Next, the search extraction unit 10b performs an actual media plan creation process using the results obtained in the processes up to step S300 (steps S400 and S500). At this time, generally, media and vehicle media plan creation processing (step S400 (including processing of part S300)) other than advertisement representation and media plan creation processing (step S500) related to advertisement representation are: Each is preferably performed separately and in parallel.

  More specifically, as a process of step S400, the search extraction unit 10b determines the decision making time for each of the clusters (the fourth cluster and the fifth cluster in the case illustrated in FIG. 8) specified by the process of step S200. Search is performed in the evaluation / advertisement evaluation survey database 2 (step S400). Here, the “decision-making time” is, for example in the case of FIG. 8, a time indicating how long it has been decided to watch the movie with respect to the time when the movie is released.

  This search process can be executed by searching the collection D2 of the answer examples for “Q1” or “Q3” illustrated in FIG. 4, for example. Then, the search result is displayed on the display 12 as illustrated in FIG. 8 for each cluster and for each medium. In the example shown in FIG. 8, the decision is often made for the fourth cluster in the five weeks, four weeks, and the public week for the fourth cluster by comparison with a preset threshold value (for example, 40%). It can also be seen that decisions are often made for the fifth cluster on the week before and the day before publication.

  Next, in parallel with the process of step S400, the search / extraction unit 10b determines the cluster (the fourth cluster and the fifth cluster) specified by the process of step S200 in each of the media having a high contact rate. The preference for advertisement expression is searched in the media contact database 1 (step S500).

  This search process can be executed by searching, for each of the media, the preference for each of the five types of advertisement expressions set in advance, for example, in the answer set D1. Then, the search result is displayed on the display 12 as illustrated in FIG. 9 for each cluster and each medium, for example. In addition, the example shown in FIG. 9 is a search result of the favorable sensitivity regarding the advertisement expression for the fourth cluster, and shows the favorable expression of the advertisement expression for each medium having a high contact rate (see the left in FIG. 6). More specifically, by comparison with a preset threshold value (for example, 30%), advertising expression 1 is more favorable for television broadcasting media, and advertising expressions 2 and 3 are used for magazine media. It turns out that likability is high.

  On the other hand, the search extraction unit 10b executes the same process as the fifth cluster for the fifth cluster, which is another cluster specified by the process of step S200 (step S500).

  That is, for the fifth cluster, the search extraction unit 10b searches the media contact database 1 for the likability of the advertisement expression in each medium (see the left in FIG. 7) having a high contact rate (step S500).

  Similar to the case of the fourth cluster, this search process can be executed by searching for the preference for each of the five types of advertisement expressions in the answer example aggregate D1 for each medium. Then, the search result is displayed on the display 12 as illustrated in FIG. 10 for each cluster and each medium, for example. In the example shown in FIG. 10, by comparison with a preset threshold value (for example, 40%), advertisement expressions 3 and 5 have high likability for television broadcast media, and advertisement for Internet media. It can be seen that expressions 1 and 2 are highly likable.

  Next, the main control unit 10 collects the search processing in steps S300 to S500, forms a media plan exemplified in FIG. 11, and displays it on the display 12 (step S600).

  More specifically, for example, with respect to the fourth cluster, television broadcast is used as media, and five weeks before the movie release (step S400, see FIG. 8), in the news report program A and the soccer program B (step S300, From S400, see the upper right of FIG. 6), it can be seen from FIG. 11 that the advertisement may be performed according to Expression 1 (see the upper right of Step S500, FIG. 9). Similarly, with respect to the fifth cluster, the television broadcast is used as a medium, and in the movie release week (see FIG. 8), in the television shopping program B and the professional wrestling program B (see the upper right of FIG. 7), the expression 3 (FIG. It can be seen from FIG. 11 that the advertisement should be performed. In the same manner, the optimum advertisement time, advertisement vehicle, and advertisement expression can be clearly seen from FIG. 11 for each cluster and each medium.

  Thereafter, the main control unit 10 confirms whether or not an operation for ending the information providing process according to the embodiment has been performed in the operation unit 11 (step S700). If not performed (step S700; NO), the above step Returning to S100, the above-described processing is repeated. On the other hand, when the operation is performed (step S700; YES), the processing as the information providing device S is terminated.

  As described above, according to the processing of the information providing system S according to the embodiment, the cluster is specified using the data in the product evaluation / advertisement evaluation survey database 2, and the consumer belonging to the specified cluster is supported. Since the data to be searched is retrieved / extracted from the more general-purpose media contact database 1, the data of consumers belonging to the cluster specified in the relatively low general-purpose product evaluation / advertisement evaluation survey database 2 By searching / extracting from the highly versatile media contact database 1, it is possible to provide necessary data for each cluster by utilizing a more versatile database.

  Further, the difference in versatility in each database is due to the difference in the number of data stored in each database, and the product evaluation / advertising evaluation survey database 2 used for specifying the cluster searches the data. / Since this is a database with a smaller number of data storage than the media contact database 1 used for extraction, the number of data stored in the consumer data belonging to the cluster specified in the database with a relatively small number of data storage is large. By searching / extracting from the database, it is possible to provide necessary data for each cluster by utilizing a more versatile database.

  Furthermore, the difference in versatility in each database is caused by the difference in the range of advertisement objects to be searched / extracted from the data. The product evaluation / advertisement evaluation survey database 2 is the object of data search / extraction. Since the data for only one advertisement object is stored for each cluster, and the media contact database 1 is a database for storing data for a plurality of advertisement objects for each cluster. By retrieving / extracting data of consumers belonging to a cluster specified in a database in which there is only one object to be searched / extracted from the database in which data about the object is stored, the cluster Necessary data can be provided using a more versatile database.

  Furthermore, the product evaluation / advertising evaluation survey database 2 stores data indicating the willingness to purchase the advertising object for each cluster, and the data stored in the product evaluation / advertising evaluation survey database 2 when specifying the cluster. Is used to select and identify the cluster whose purchase intention corresponding to the advertising object is greater than or equal to the threshold (see step S200), the data necessary for maximizing the sales of the advertising object is: Clusters specified by the product evaluation / advertisement evaluation survey database 2 can be searched / extracted in the media contact database 1, and data that can most contribute to the maximum sales for the advertisement object can be notified.

  In addition, when selecting and specifying other clusters excluding a predetermined number of the clusters in ascending order from the cluster with the lowest purchase intention corresponding to the advertising object, the advertising cost for the advertising object is reduced. Since the localized advertisement content data can be searched / extracted in the media contact database 1 for the cluster specified by the product evaluation / advertisement evaluation survey database 2, the advertisement content that can contribute most to the advertising cost localization for the advertising object. Data can be announced.

(II) Modified Embodiment Next, a modified embodiment according to the present invention will be described with reference to FIGS. 12 and 13 are diagrams showing display examples of budget allocation processing in the media plan determination processing according to the modified embodiment.

  In the above-described embodiments, only selection of media, vehicle, and advertisement expression has been described as a media plan. However, in addition to these, it is also possible to add advertisement cost allocation to the media plan.

  That is, at the stage where the media plan according to the embodiment is created and the creation result illustrated in FIG. 11 is displayed on the display unit 12, the cost distribution unit 10 c calculates the distribution of the advertisement cost with respect to the creation result.

  More specifically, when the creation result illustrated in FIG. 11 is displayed, the cost allocation unit 10 c displays a budget input field 12 a as illustrated in FIG. 11 on the display unit 12.

  Then, the budget for the advertising cost that is accepted when the advertisement related to the creation result illustrated in FIG. 11 is executed is input to the budget input field 12a (600 million yen in the case of FIG. 12). Then, the cost allocation unit 10c allocates the budget for each medium and each decision-making time. Specifically, for example, in the search for purchase intention according to step S200, in the case of the embodiment, the fifth cluster indicated a purchase intention approximately twice that of the fourth cluster (see FIG. 5A). The cost allocation between the advertisement for the cluster and the advertisement for the fifth cluster is 1: 2. Then, in the case illustrated in FIG. 11, since the television broadcast media is used for both the fourth cluster advertisement and the fifth cluster advertisement, the cost allocation is “3”. With the above processing, first, allocation of 300 million yen, 200 million yen, and 100 million yen is determined for each of the television broadcast, the Internet, and the magazine for each medium.

  Thereafter, with reference to the result illustrated in FIG. 8, the cost allocation unit 10 c performs cost allocation according to the decision making time within the range of the cost allocated to each medium. In other words, the maximum amount of advertising expenses for the fifth cluster is allocated on the week of the publication and the day before the publication (see FIG. 8), and the advertising expenses for the fourth cluster are mostly five weeks before or four weeks before the publication. Distribute (see FIG. 8).

  As a result of the above processing of the cost allocation unit 10c, as illustrated in FIG. 12, the budget allocated for each medium and each decision-making time is displayed on the display unit 12 together with the media plan creation result. In addition, if all the budget amounts allocated for each medium and each decision making time illustrated in FIG. 12 are added, the initial budget is 600 million yen.

  Furthermore, as illustrated in FIG. 13, it is also possible to display the change of the allocated budget along the time series in an overlapping manner for each medium. In this case, budget allocation can be easily and clearly recognized for each priority period and media.

  According to the above-described modification, in addition to the effect of the operation of the information providing system S according to the above-described embodiment, the distribution of the cost input by the budget input field 12a is the time series related to the purchase intention and Since it is performed in response to the data searched / extracted based on the media, the most effective distribution of advertising costs can be automatically recognized.

  In addition, when the graph of the cost is graphed in time series together with the media plan creation result and cost, the distribution of the advertising cost can be recognized quickly and easily.

  In the above-described embodiments and modifications, the case where the present invention is applied to the creation of a media plan particularly related to movie advertisements has been described. However, advertisements for advertising objects such as products other than movies are also available. It is also possible to apply the present invention to the creation of a media plan according to the above.

  Furthermore, in the above-described embodiments and modifications, the case where the present invention is applied to the creation of a media plan related to advertisements has been described. However, in addition to this, when executing various processes using the results of market research It is also possible to make an optimum plan by utilizing the present invention at the planning stage.

  Further, by recording a program corresponding to the flowchart shown in FIG. 3 on a recording medium such as a flexible disk, or obtaining it via a network such as the Internet, and reading and executing these by a microcomputer, The microcomputer can be used as the main control unit 10 according to the embodiment.

  As described above, the present invention can be used in the field of information providing apparatuses, and particularly remarkable effects when applied to various plans using a plurality of databases having different versatility. Is obtained.

DESCRIPTION OF SYMBOLS 1 Media contact database 2 Product evaluation / advertisement evaluation investigation database 10a Cluster specific part 10b Search extraction part 10c Cost distribution part 10 Main control part 11 Operation part 12 Display 13 RAM
14 ROM
15 Interface S Information provision device Q Question item SS Information provision system

Claims (9)

Data corresponding to the consumer belonging to each consumer group obtained by dividing the consumer into a plurality of databases for each common consumer attribute, which are a plurality of databases having different versatility of accumulated data Connecting means for connecting to a plurality of storage means each storing a database accumulated for each consumer group, and
Identifying means for identifying any of the consumer groups using the data stored in one of the databases;
The data corresponding to the consumer belonging to the specified consumer group in the other database in which the data having high versatility with respect to the one database is accumulated for each consumer group. Search and extraction means for searching and extracting data;
A notifying means for notifying the retrieved and extracted data;
Equipped with a,
The other database stores, for each consumer group, advertisement content data indicating the content of the advertisement that the consumer belonging to each consumer group contacts as the data corresponding to the consumer,
The specifying means specifies any of the consumer groups corresponding to the advertising object using the data stored in the one database,
The search extraction means searches and extracts the advertisement content data for the specified consumer group in the other database,
Furthermore, the notification means notifies the search-extracted advertisement content data . The information providing apparatus according to claim 1,
The difference in versatility between the databases is the difference in versatility due to the difference in the number of data stored in each database.
The information providing apparatus according to claim 1, wherein the one database is the database that stores less data than the other database. The information providing apparatus according to claim 1,
The difference in versatility between the databases is the difference in versatility due to the difference in the range of objects to be searched / extracted for the data,
The one database is a database in which the data about only one object to be searched / extracted for the data is accumulated for each consumer group,
Furthermore, the other database is a database in which the data about a plurality of objects is accumulated for each consumer group. In the information provision apparatus as described in any one of Claim 1 to 3,
The one database stores the data indicating the purchase intention of the advertising object for each consumer group,
The specifying means uses the data stored in the one database to select and specify the consumer group whose purchase intention corresponding to the advertising object is greater than or equal to a preset threshold value. Information providing device. In the information provision apparatus as described in any one of Claim 1 to 3 ,
The one database stores the data indicating the purchase intention of the advertising object for each consumer group,
The specifying means uses the data stored in the one database to calculate a predetermined number of consumer groups in ascending order from the consumer group having the lowest purchase intention corresponding to the advertisement object. An information providing apparatus that selects and specifies other consumer groups that are excluded . In the information provision apparatus of Claim 4 or 5 ,
The one database accumulates the data indicating the purchase intention along the time series for each consumer group,
Further, the other database includes the advertisement content data indicating the content of the advertisement contacted by the consumers belonging to each consumer group in association with the frequency of contact with the advertisement as the data corresponding to the consumer. For each group of people,
The search extraction means searches and extracts the advertisement content data in the other database based on the time series and the frequency related to the purchase motivation,
An input means used for inputting an advertising cost that can be used for an advertisement of the advertising object;
A cost allocating means for allocating the advertising cost corresponding to the searched / extracted advertisement content data;
Further comprising
The notification means notifies the allocated cost together with the retrieved advertisement content data . In the information provision apparatus of Claim 6 ,
The information providing apparatus is characterized in that the notification means notifies together with the advertisement content data extracted by the search and the allocated cost, together with a graph charting the cost along the time series . Computer
Data corresponding to the consumer belonging to each consumer group obtained by dividing the consumer into a plurality of databases for each common consumer attribute, which are a plurality of databases having different versatility of accumulated data Connecting means for connecting to a plurality of storage means for storing databases stored respectively for each consumer group,
A specifying means for specifying any of the consumer groups using the data stored in one database;
The data corresponding to the consumer belonging to the specified consumer group in the other database in which the data having high versatility with respect to the one database is accumulated for each consumer group. Search and extraction means for searching and extracting data; and
A notifying means for notifying the search-extracted data;
A program for an information providing apparatus that functions as:
The other database stores, for each consumer group, advertisement content data indicating the content of the advertisement that the consumer belonging to each consumer group contacts as the data corresponding to the consumer,
Further causing the computer functioning as the specifying means to use the data stored in the one database to specify any of the consumer groups corresponding to the advertising object,
The computer functioning as the search extraction means is further operated to search and extract the advertisement content data for the specified consumer group in the other database,
The information providing apparatus program further causes the computer functioning as the notifying means to further function so as to notify the retrieved advertisement content data . Data corresponding to the consumer belonging to each consumer group obtained by dividing the consumer into a plurality of databases for each common consumer attribute, which are a plurality of databases having different versatility of accumulated data Is an information providing method executed in an information providing apparatus connectable to a plurality of storage means each storing a database accumulated for each consumer group,
A connection step of connecting to the plurality of storage means;
A specific step of identifying any of the consumer groups using the data stored in one of the databases;
The data corresponding to the consumer belonging to the specified consumer group in the other database in which the data having high versatility with respect to the one database is accumulated for each consumer group. A search and extraction process for searching and extracting data;
A notification step of notifying the search-extracted data;
Including
The other database stores, for each consumer group, advertisement content data indicating the content of the advertisement that the consumer belonging to each consumer group contacts as the data corresponding to the consumer,
In the specifying step, the data stored in the one database is used to specify any of the consumer groups corresponding to the advertising object,
In the search and extraction step, the advertisement content data for the specified consumer group is searched and extracted in the other database,
Further in the above notification process, the information providing method characterized in that announcing advertisement contents data the search and extraction.