JP5152228B2 - Advertisement effect measuring device and advertisement effect measuring method - Google Patents

Description

  The present invention relates to an advertisement effect measuring apparatus and an advertisement effect measuring method for detecting a purchase behavior of a customer in contact with an electronic advertisement.

  Patent Document 1 discloses a method for measuring the effect of a displayed electronic advertisement in an electronic POP (Point of Purchase) system for displaying an electronic advertisement that is an advertisement displayed on a display based on display data or a digital signage system. Describes a method using human detection using a human sensor or video.

  The method described in Patent Document 1 is based on the distance between the display device that displays the electronic advertisement and the customer, the positional relationship, and the time that the customer stays in front of the display device. Determining the degree of customer interest in the product.

Japanese Patent Laying-Open No. 2009-3740 (paragraphs 0024 to 0046, FIG. 1)

  However, the method described in Patent Document 1 indirectly measures the effect of electronic advertising based on the correlation between the degree of interest in the displayed electronic advertising product and the sales amount of the product. However, it is not possible to directly measure whether or not it has triggered the purchasing behavior of customers who have been exposed to electronic advertisements.

  Therefore, an object of the present invention is to provide an advertisement effect measuring device and an advertisement effect measuring method that can directly detect a customer's purchasing behavior induced in contact with an electronic advertisement.

An advertisement effect measuring device according to the present invention includes a display device for displaying an advertisement of a product for a predetermined period, an advertisement display terminal accompanied by an advertisement visual confirmation card reader for reading information stored in a card, and sales. An advertising effect measuring device connected to a sales terminal associated with a sales processing card reader that performs processing and reads information stored in the card, the card reader for confirming advertisement visibility from the advertising display terminal When receiving the user ID read from the card and the product ID corresponding to the product advertisement displayed on the display device when the user ID is read, the received user ID and product ID are visually recognized. Advertisement visual confirmation data storage processing means for storing in the storage unit time information indicating the time when the user ID is read as confirmation data When the user ID read from the sales processing card reader and the product ID of the product that was the object of the sales processing when the user ID was read from the sales terminal are displayed on the display device Analyzing means for analyzing the sales contribution degree to the product of the advertisement, and the analyzing means stores the product ID stored in the storage unit when the product ID matching the product ID received from the sales terminal is stored. Determining whether or not the difference between the time indicated by the time information stored corresponding to the ID and the time when the sales process of the product indicated by the product ID received from the sales terminal is executed is equal to or less than a predetermined value; ads that has been displayed on the display device when it is determined that less than a predetermined value is judged to have contributed to the sales of the product, product ID matches the product ID received from the sales terminal has not been stored in the storage unit In such a case, it is investigated whether or not the product ID of the product belonging to the same category as the category to which the product belongs is stored in the storage unit, and the product ID of the product belonging to the same category as the category to which the product belongs is stored in the storage unit. It is determined that the advertisement displayed on the display device contributed to the sale of other products belonging to the same category as the category of the product .

An advertisement effect measuring method according to the present invention includes a display device that displays an advertisement of a product over a predetermined period, an advertisement display terminal with an advertisement visual confirmation card reader that reads information stored in a card, and sales. A method for measuring the effectiveness of an advertisement carried out in a system in which a sales terminal with a sales processing card reader associated with the processing and reading information stored in the card is installed. The user ID and product ID received when the card reader receives the user ID read from the card and the product ID corresponding to the product advertisement displayed on the display device when the user ID is read. Is stored in the storage unit in association with time information indicating the time when the user ID is read out, and the sales information is sold from the sales terminal. Sales of advertising items displayed on the display device when receiving the user ID read from the physical card reader and the product ID of the product for which sales processing was performed when the user ID was read When analyzing the contribution and analyzing the sales contribution, if a product ID that matches the product ID received from the sales terminal is stored in the storage unit, it is stored corresponding to the stored product ID It is determined whether or not the difference between the time indicated by the time information being performed and the time when the sales process of the product indicated by the product ID received from the sales terminal is executed is less than or equal to a predetermined value. When the determination is made, it is determined that the advertisement displayed on the display device contributed to the sale of the product, and when the sales contribution is analyzed, the product ID that matches the product ID received from the sales terminal is stored in the storage unit Is If the product ID of the product belonging to the same category as the category to which the product belongs is stored in the storage unit, the product ID of the product belonging to the same category as the category to which the product belongs is stored. When it is detected that the advertisement is stored in the section, it is determined that the advertisement displayed on the display device contributed to the sale of another product belonging to the same category as the product category .

  ADVANTAGE OF THE INVENTION According to this invention, the customer's purchasing behavior induced in contact with the electronic advertisement can be directly detected.

It is a block diagram which shows the system containing the analysis server which is embodiment of the advertising effectiveness measuring apparatus by this invention. It is a block diagram which shows the structural example of an electronic POP terminal. It is a block diagram which shows the structural example of an electronic POP server. It is explanatory drawing which shows the example of the information memorize | stored in electronic POPDB. It is explanatory drawing which shows the example of the information memorize | stored in electronic POP terminal DB. It is a block diagram which shows the structural example of a POS terminal. It is a block diagram which shows the structural example of a POS server. It is explanatory drawing which shows the information stored in merchandise information DB. It is a block diagram which shows the structural example of an analysis server. It is explanatory drawing which shows the example of the information stored in touch log | history DB. It is explanatory drawing which shows the example of the information stored in market basket analysis DB. It is explanatory drawing which shows the information stored in electronic POP analysis DB. It is a flowchart which shows the operation | movement which an electronic POP terminal displays an electronic POP. It is explanatory drawing which shows the operation | movement which an electronic POP server acquires electronic POP data. It is a flowchart which shows operation | movement when a card reader reads the user ID memorize | stored in the card | curd in the electronic POP terminal. It is a flowchart which shows the operation | movement which instruct | indicates the display of the electronic POP according to a touch history by the analysis server. It is a flowchart which shows the operation | movement which an electronic POP server acquires the electronic POP data according to the instruction | indication of the analysis server. It is a flowchart which shows operation | movement of the POS terminal when goods are purchased after touching electronic POP. It is a flowchart which shows operation | movement of the analysis server when goods are purchased after touching an electronic POP. It is a block diagram which shows the outline | summary of this invention.

  Embodiments of an advertisement effect measuring apparatus according to the present invention will be described with reference to the drawings. FIG. 1 is a block diagram showing a system including an analysis server which is an embodiment of an advertisement effect measuring apparatus according to the present invention.

  The system shown in FIG. 1 includes an electronic POP server 200 and an analysis server 500. The electronic POP server 200 and the analysis server 500 are connected to a communication network 600 to which the electronic POP terminal 100, the POS server 400, and the POS terminal 300 are connected. The card 700 stores a user ID for identifying a customer.

  FIG. 2 is a block diagram illustrating a configuration example of the electronic POP terminal 100. As shown in FIG. 2, the electronic POP terminal 100 includes a display control unit 101, a card reader 102, a display unit 103, and a time management unit 104. The card reader 102 may be attached to the electronic POP terminal 100. That is, the card reader 102 may be built in the electronic POP terminal 100 as shown in FIG. 2, or the card reader 102 is installed outside the electronic POP terminal 100 and is connected to the electronic POP terminal 100 so as to be able to transmit and receive data. May be.

  The display control unit 101 receives electronic POP data from the electronic POP server 200. The display unit 103 displays a screen (hereinafter referred to as an electronic POP) based on the electronic POP data under the control of the display control unit 101. Further, when a user ID is passed from the card reader 102, the display control unit 101, the user ID, a product ID corresponding to the electronic POP data corresponding to the electronic POP displayed on the display unit 103, and a card The date and time (hereinafter referred to as touch date and time) when the card reader 102 reads the user ID stored in the card 700 when the 700 is brought close to the card reader 102 is transmitted to the analysis server 500 via the communication network 600 as a touch history. . When the electronic POP of the product is displayed on the display unit 103, the card 700 is brought close to the card reader 102, and the card reader 102 reads the user ID stored in the card 700. It is also said that the electronic POP was touched.

  The card reader 102 reads the user ID stored in the card 700 and passes the read user ID to the display control unit 101. The time management unit 104 passes current date / time information indicating the current date / time to the display control unit 101 in response to a request from the display control unit 101.

  FIG. 3 is a block diagram illustrating a configuration example of the electronic POP server 200. As shown in FIG. 3, the electronic POP server 200 includes an electronic POP distribution unit 201, an electronic POP database (DB) 202, and an electronic POP terminal DB 203.

  The electronic POPDB 202 is a database that stores electronic POP data, which is data for the display unit 103 to display the electronic POP of each product. FIG. 4 is an explanatory diagram illustrating an example of information stored in the electronic POPDB 202. As shown in FIG. 4, the electronic POPDB 202 stores a product ID for identifying a product and electronic POP data in association with each other.

  In the example illustrated in FIG. 4, the electronic POPDB 202 stores electronic POP data “data of display content A” in association with the product with the product ID “S2345”, and electronic POP data “display content” with the product ID “S6789”. B data ”is stored in association with the product ID“ S4567 ”, and electronic POP data“ data of display content C ”is stored in association with the product ID“ S4567 ”. The display content is an electronic advertisement realized by combining video, moving images, audio, text, and the like.

  The electronic POP terminal DB 203 is a database that stores electronic POP management information displayed by the electronic POP terminal 100. FIG. 5 is an explanatory diagram illustrating an example of information stored in the electronic POP terminal DB 203. As shown in FIG. 5, the electronic POP terminal DB 203 stores an electronic POP terminal ID for identifying the electronic POP terminal 100, a product ID of a product corresponding to the display content, and a display order of the display content in association with each other. Has been.

  In the example illustrated in FIG. 5, the electronic POP terminal 100 with the electronic POP terminal ID “C4321” displays the electronic POP of the product with the product ID “S2345” first, and the product ID “ Information indicating that the electronic POP of the product of “S6789” is displayed is stored. The electronic POP terminal DB 203 stores information indicating that the electronic POP terminal 100 with the electronic POP terminal ID “C9876” displays the electronic POP of the product with the product ID “S1357” first.

  When the electronic POP terminal 100 is requested to transmit electronic POP data, the electronic POP distribution unit 201 acquires the product ID of the product for which the electronic POP terminal 100 displays the electronic POP from the electronic POP terminal DB 203, and the electronic POPDB 202 To obtain electronic POP data associated with the product ID. Then, the electronic POP distribution unit 201 transmits the acquired electronic POP data to the electronic POP terminal 100 that has requested transmission of the electronic POP data via the communication network 600.

  The electronic POP distribution unit 201 transmits electronic POP data to the electronic POP terminal 100 in response to a request from the analysis server 500.

  FIG. 6 is a block diagram illustrating a configuration example of the POS terminal 300. As illustrated in FIG. 6, the POS terminal 300 includes a sales processing unit 301, a card reader 302, an input unit 303, a product ID reading unit 304, and a time management unit 305. The card reader 302 may be attached to the POS terminal 300. That is, the card reader 302 may be built in the POS terminal 300 as shown in FIG. 6, or the card reader 302 is installed outside the POS terminal 300 and connected to the POS terminal 300 so as to be able to transmit and receive data. Also good.

  The product ID reading unit 304 reads, for example, a product ID indicated by a barcode printed on the product packaging, and passes the read product ID to the sales processing unit 301.

  The input unit 303 is an input device such as a keyboard. In the present embodiment, the input unit 303 has a key for notifying the sales processing unit 301 that reading of the product IDs of all the products for which sales processing is performed has been completed.

  The card reader 302 reads the user ID from the card 700 in which the customer user ID is stored, and passes it to the sales processing unit 301.

  The time management unit 305 passes current date / time information indicating the current date / time to the sales processing unit 301 in response to a request from the sales processing unit 301.

  The sales processing unit 301 performs product sales processing. Further, the sales processing unit 301 acquires the product ID of the product to be sold from the product ID reading unit 304, and when the input unit 303 is notified of the end of reading the product ID, the card reader 302 sends the product ID The stored user ID (that is, the user ID of the customer who purchased the product) is acquired, and the time management unit 305 is requested to input the current date and time information. Then, the sales processing unit 301 uses the communication network 600 as the sales history information including the acquired product ID, the user ID, and the sales date / time information indicating the sales date / time of the product indicated by the input current date / time information. It transmits to the analysis server 500.

  FIG. 7 is a block diagram illustrating a configuration example of the POS server 400. As shown in FIG. 7, the POS server 400 includes a product information management unit 401 and a product information DB 402.

  The product information DB 402 is a database that stores product information. FIG. 8 is an explanatory diagram showing information stored in the product information DB 402.

  As shown in FIG. 8, the product information DB 402 stores a product ID for identifying a product, a product category ID for identifying a product category, and a product name in association with each other.

  In the example illustrated in FIG. 8, the product information DB 402 stores information indicating that the product with the product ID “S2345” has the product category ID “K9182” and the product name “candy X”. Yes. In the example illustrated in FIG. 8, the product information DB 402 stores information indicating that the product with the product ID “S5647” has the product category ID “K7364” and the product name “Pan Y”. ing. In the example illustrated in FIG. 8, the product information DB 402 stores information indicating that the product with the product ID “S4186” has the product category ID “K9182” and the product name “candy Z”. Yes. In the example shown in FIG. 8, the product information DB 402 stores information indicating that the product with the product ID “S1122” has the product category ID “K8800” and the product name “Gum W”. ing.

  The product information DB 402 may store information other than the information illustrated in FIG. 8 (for example, information indicating a product price).

  The merchandise information management unit 401 acquires a merchandise category ID associated with the merchandise ID from the merchandise information DB 402.

  FIG. 9 is a block diagram illustrating a configuration example of the analysis server 500. As illustrated in FIG. 9, the analysis server 500 includes an electronic POP analysis unit 501, a touch history DB 502, a market basket analysis DB 503, and an electronic POP analysis DB 504.

  The electronic POP analysis unit 501 analyzes the effect of the electronic POP based on the touch history transmitted from the electronic POP terminal 100 and the sales history transmitted from the POS terminal 300.

  The touch history DB 502 is a database that stores the touch history transmitted from the electronic POP terminal 100.

  FIG. 10 is an explanatory diagram illustrating an example of information stored in the touch history DB 502. In the example illustrated in FIG. 10, the touch history DB 502 stores information indicating when and what product electronic POP is touched for each user ID.

  In the example illustrated in FIG. 10, in the touch history DB 502, the user with the user ID “U1425” touches the electronic POP of the product with the product ID “S1122” on the date “2010/02/22 11:54:44” Information indicating that the date and time “2010/02/22 12:04:43” is touched is stored in the electronic POP of the product with the ID “S5647”. In the example illustrated in FIG. 10, in the touch history DB 502, the user with the user ID “U2738” touched the electronic date and time “2010/02/12 18:10:12” on the electronic POP of the product with the product ID “S9988”. Is stored.

  The market basket analysis DB 503 stores in advance information obtained by market basket analysis (analysis for finding a combination of “commodities purchased together” from a sales history or the like).

  FIG. 11 is an explanatory diagram illustrating an example of information stored in the market basket analysis DB 503. In the example shown in FIG. 11, the market basket analysis DB 503 stores two product IDs in pairs.

  In the example illustrated in FIG. 11, assuming that there is a high possibility that the product with the product ID “S2345” and the product with the product ID “S4567” are purchased together in the market basket analysis DB 503, the product ID “S2345” and the product ID “ “S4567” is stored in a pair, and it is highly possible that the product with the product ID “S7788” and the product with the product ID “S8887” are purchased together, and the product ID “S7788” and the product ID “S8877” Are stored in pairs.

  The electronic POP analysis DB 504 is a database that stores information indicating the result of analyzing the effect of the electronic POP. FIG. 12 is an explanatory diagram showing information stored in the electronic POP analysis DB 504.

  In the example illustrated in FIG. 12, the electronic POP analysis DB 504 includes, for each product ID, the number of times the product electronic POP identified by the product ID has been touched and the number of times that the product has been purchased and contributed to the customer's purchase. Is stored in association with the number of times the customer has contributed to the product and the number of times the customer has touched the electronic POP of the product but purchased a competitor product that is another product of the same product category ID as the product. ing.

  In the example illustrated in FIG. 12, the electronic POP analysis DB 504 includes “1245” times of touching the electronic POP of the product with the product ID “S2345”, and “232” times of contribution to the customer's purchase. And information indicating that the number of times the competitor has been purchased is “55”.

  In the example illustrated in FIG. 12, the electronic POP analysis DB 504 includes “6574” times of touching the electronic POP of the product with the product ID “S9123”, of which “788” ", And information indicating that the number of times the competitor has been purchased is" 1543 "times is stored.

  The operation of the system shown in FIG. 1 will be described with reference to the drawings. First, an operation in which the electronic POP terminal 100 displays the electronic POP will be described. FIG. 13 is a flowchart showing an operation in which the electronic POP terminal 100 displays the electronic POP. FIG. 14 is an explanatory diagram illustrating an operation in which the electronic POP server 200 acquires electronic POP data.

  The display control unit 101 of the electronic POP terminal 100 transmits the electronic POP terminal ID of the terminal itself to the electronic POP server 200 to request transmission of electronic POP data (step S101 shown in FIG. 13).

  The electronic POP distribution unit 201 of the electronic POP server 200 is stored in the electronic POP terminal DB 203 shown in FIG. 5 when an electronic POP terminal ID is transmitted by the electronic POP terminal 100 and transmission of electronic POP data is requested. Based on the information, information on the electronic POP (information indicating the display order and the product ID) corresponding to the transmitted electronic POP terminal ID is acquired (step S201 shown in FIG. 14).

  Then, based on the information stored in the electronic POPDB 202 shown in FIG. 4, the electronic POP distribution unit 201 acquires electronic POP data corresponding to the product ID indicated by the electronic POP information acquired in step S201. (Step S202 shown in FIG. 14).

  The electronic POP distribution unit 201 transmits the electronic POP information acquired in the process of step S201 and the electronic POP data acquired in the process of step S202 to the electronic POP terminal 100 via the communication network 600 (shown in FIG. 14). Step S203). The electronic POP distribution unit 201 transmits information indicating the electronic POP data corresponding to the product ID included in the information of the electronic POP to the electronic POP terminal 100 via the communication network 600 in the process of step S203.

  When the display control unit 101 of the electronic POP terminal 100 receives the electronic POP information and the electronic POP data from the electronic POP server 200 (Y in step S102 shown in FIG. 13), the display unit 103 displays the display control unit 101. Under the control, the electronic POP based on the electronic POP data is displayed in the display order indicated by the information of the electronic POP (step S103 shown in FIG. 13).

  Next, the operation when the card reader 102 of the electronic POP terminal 100 reads the user ID stored in the card 700 when the electronic POP is displayed on the electronic POP terminal 100 will be described.

  FIG. 15 is a flowchart illustrating an operation when the card reader 102 reads the user ID stored in the card 700 in the electronic POP terminal 100. FIG. 16 is a flowchart illustrating an operation in which the analysis server 500 instructs the display of the electronic POP according to the touch history. FIG. 17 is a flowchart illustrating an operation in which the electronic POP server 200 acquires electronic POP data according to an instruction from the analysis server 500.

  The card reader 102 of the electronic POP terminal 100 reads the user ID stored in the card 700 that is brought close to, and passes the read user ID to the display control unit 101 (step S301 shown in FIG. 15).

  When the user ID is passed, the display control unit 101 acquires current date / time information indicating the current date / time from the time management unit 104 (step S302 illustrated in FIG. 15). Further, the display control unit 101 acquires the product ID corresponding to the electronic POP displayed on the display unit 103 and indicated by the information of the electronic POP received in the process of step S102 (step S303 shown in FIG. 15). The user ID, the touch date and time indicating the date and time indicated by the current date and time information acquired in the process of step 302, the touch history including the product ID, and the electronic POP terminal ID of the own terminal are sent to the analysis server 500 via the communication network 600. Transmit (step S304 shown in FIG. 15).

  When receiving the touch history and the electronic POP terminal ID from the electronic POP terminal 100, the electronic POP analysis unit 501 of the analysis server 500 stores the received touch history in the touch history DB 502 (step S401 illustrated in FIG. 16).

  Then, the electronic POP analysis unit 501 adds 1 to the number of touches of the product ID included in the touch history in the information stored in the electronic POP analysis DB 504 shown in FIG. 12 (step S402 shown in FIG. 16).

  Further, the electronic POP analysis unit 501 obtains a product ID stored in a pair with the product ID included in the touch history in the information stored in the market basket analysis DB 503 shown in FIG. 11 (shown in FIG. 16). Step S403).

  Then, the electronic POP analysis unit 501 transmits the electronic POP terminal ID received in the process of step S401 and the product ID acquired in the process of step S403 to the electronic POP server 200, and the electronic POP terminal 100 corresponds to the product ID. An instruction to display the electronic POP to be transmitted is transmitted to the electronic POP server 200 (step S404 shown in FIG. 16). In other words, the product ID is provided to a device (in this example, the electronic POP server 200) that supplies the data of the advertisement displayed on the display unit 103.

  The electronic POP distribution unit 201 of the electronic POP server 200 acquires electronic POP data corresponding to the product ID transmitted by the analysis server 500 based on the information stored in the electronic POPDB 202 shown in FIG. 4 (FIG. 17). Step S501).

  Then, the electronic POP distribution unit 201 transmits the electronic POP data acquired in the process of step S501 to the electronic POP terminal 100 indicated by the electronic POP terminal ID transmitted by the analysis server 500 (step S502 shown in FIG. 17). .

  When the display control unit 101 of the electronic POP terminal 100 receives the electronic POP data transmitted by the electronic POP server 200, the display unit 103 replaces the electronic POP being displayed under the control of the display control unit 101, and The electronic POP based on the electronic POP data is displayed for a certain time.

  Next, an operation when a product is purchased after being touched on the electronic POP will be described with reference to the drawings. FIG. 18 is a flowchart showing the operation of the POS terminal 300 when a product is purchased after being touched on the electronic POP. FIG. 19 is a flowchart showing the operation of the analysis server 500 when a product is purchased after being touched on the electronic POP.

  In the sales processing unit 301 of the POS terminal 300, the product ID reading unit 304 reads the product ID of the product (step S601 shown in FIG. 18), and the product IDs of all products are read according to the operation performed on the input unit 303. When notified of the completion (Y in step S602 shown in FIG. 18), the card reader 302 is instructed to read the user ID stored in the card 700 that has been brought close to. The card reader 302 reads the user ID stored in the approached card 700 in accordance with the instruction from the sales processing unit 301 (step S603 shown in FIG. 18).

  Then, the sales processing unit 301 acquires current date / time information indicating the current date / time from the time management unit 305 (step S604 shown in FIG. 18). The sales processing unit 301 uses the product ID read by the product reading unit 304 in step S601, the user ID read by the card reader 302 in step S603, and the date / time indicated by the current date / time information acquired in step S604. Is sent to the analysis server 500 via the communication network 600 (step S605 shown in FIG. 18).

  The electronic POP analysis unit 501 of the analysis server 500 acquires a touch history corresponding to the user ID included in the sales history received from the POS terminal 300 from the touch history DB 502 shown in FIG. 10 (step S701 shown in FIG. 19).

  Then, the electronic POP analysis unit 501 sets the product category ID indicating the product category of the product indicated by the product ID included in the sales history received from the POS terminal 300 and the touch history acquired in the process of step S701 to the product of the POS server 400. Obtained from the information management unit 401 (step S702 shown in FIG. 19).

  When the product ID included in the touch history matches the product ID included in the sales history (Y in step S703 shown in FIG. 19), the electronic POP analysis unit 501 performs the date / time indicated by the sales date / time information included in the sales history. When the time difference between the date and time indicated by the current date and time information included in the touch history is within a predetermined value (Y in step S704 shown in FIG. 19), the advertisement displayed on the display unit 103 is sold by the product. 1 is added to the purchase contribution count of the product ID in the electronic POP analysis DB 504 (step S705 shown in FIG. 19).

  When the time difference between the date and time indicated by the sales date and time information included in the sales history and the date and time indicated by the current date and time information included in the touch history is not within a predetermined value (step S704 shown in FIG. 19). N), the process for the touch history is terminated, and the processes in steps S703 to S707 are repeated for the other touch histories.

  When the product ID included in the touch history does not match the product ID included in the sales history (N in step S703 shown in FIG. 19), the electronic POP analysis unit 501 stores the product ID in the product information DB 402 of the POS server 400. Based on the stored information, it is checked whether the product history ID of the product indicated by the product ID included in the touch history is included in the sales history. To do. That is, it is investigated whether or not another product ID having the same product category ID as the product ID included in the touch history is included in the sales history.

  The electronic POP analysis unit 501 displays on the display unit 103 when the sales history includes another product ID of the same product category ID as the product ID included in the touch history (Y in step S706 shown in FIG. 19). It is determined that the advertisement that has been made has contributed to the sale of other products belonging to the same category as the product category, and 1 is added to the number of competing product purchases of the product ID included in the touch history in the electronic POP analysis DB 504 (FIG. Step S707). The electronic POP analysis unit 501 determines that the time difference between the date and time indicated by the sales date and time information included in the sales history for another product and the date and time indicated by the current date and time information included in the touch history is within a predetermined value. The process of step S707 may be executed on the condition.

  Next, the operation of the system shown in FIG. 1 will be described using a specific example. In this example, it is assumed that the electronic POP terminal ID of the electronic POP terminal 100 is “C4321”, and the user ID “U1425” is stored in the card 700.

  The display control unit 101 of the electronic POP terminal 100 transmits the electronic POP terminal ID “C4321” of the terminal to the electronic POP distribution unit 201 to the electronic POP server 200 to request transmission of electronic POP data (step shown in FIG. 13). S101).

  When the electronic POP terminal ID “C4321” is transmitted by the electronic POP terminal 100 to request transmission of electronic POP data, the electronic POP distribution unit 201 of the electronic POP server 200 stores the electronic POP terminal DB 203 shown in FIG. Based on the received information, as the information of the electronic POP corresponding to the received electronic POP terminal ID “C4321”, “display order 1 is the electronic POP of the product with the product ID“ S2345 ”, and display order 2 is the product ID. “Electronic POP of the product of“ S6789 ”” is acquired (step S201 shown in FIG. 14).

  Then, the electronic POP distribution unit 201 uses the electronic POP data corresponding to the product ID “S2345” indicated by the information of the electronic POP acquired in step S201 based on the information stored in the electronic POPDB 202 shown in FIG. The electronic POP data “data of display content B” corresponding to the “data of display content A” and the product ID “S6789” is acquired (step S202 shown in FIG. 14).

  The electronic POP distribution unit 201 transmits the electronic POP information acquired in the process of step S201 and the electronic POP data acquired in the process of step S202 to the electronic POP terminal 100 via the communication network 600 (shown in FIG. 14). Step S203).

  The electronic POP distribution unit 201 transmits information indicating the electronic POP data corresponding to the product ID included in the information of the electronic POP to the electronic POP terminal 100 via the communication network 600 in the process of step S203. In other words, the electronic POP distribution unit 201 corresponds to “display content A data” corresponding to the product ID “S2345” in the display order 1 and “display” in the product ID “S6789” in the display order 2 in the process of step S203. Information indicating that the “content B data” corresponds is transmitted to the electronic POP terminal 100 via the communication network 600.

  When the display control unit 101 of the electronic POP terminal 100 receives the electronic POP information and the electronic POP data from the electronic POP server 200 (Y in step S102 shown in FIG. 13), the display unit 103 displays the display control unit 101. The display unit 103 displays the electronic POP “display content A” based on the electronic POP data “data of display content A” corresponding to the product ID “S2345” in the display order indicated by the information of the electronic POP. Next, the electronic POP “display content B” based on the electronic POP data “data of display content B” corresponding to the product ID “S6789” is displayed (step S103 shown in FIG. 13).

  Then, when the electronic POP “display content A” is displayed on the display unit 103, when the card 700 is brought close to the card reader 102 of the electronic POP terminal 100, the card reader 102 moves to the card 700 that is brought closer. The stored user ID “U1425” is read, and the read user ID “U1425” is passed to the display control unit 101 (step S301 shown in FIG. 15).

  The display control unit 101 acquires the current date and time information “2010/02/22 17:45:22” indicating the current date and time from the time management unit 104 (step S302 illustrated in FIG. 15). Further, the display control unit 101 corresponds to the electronic POP data “data of display content A” of the electronic POP “display content A” displayed on the display unit 103, and the information of the electronic POP received in the process of step S102. Is acquired (step S303 shown in FIG. 15), and includes a user ID “U1425”, a touch date and time “2010/02/22 17:45:22”, and a product ID “S2345”. The history and the electronic POP terminal ID “C4321” of the terminal are transmitted to the analysis server 500 via the communication network 600 (step S304 shown in FIG. 15).

  When receiving the touch history and the electronic POP terminal ID “C4321” from the electronic POP terminal 100, the electronic POP analysis unit 501 of the analysis server 500 stores the received touch history in the touch history DB 502 (step shown in FIG. 16). S401).

  Then, the electronic POP analysis unit 501 updates the number of touches “1245” of the product ID “S2345” included in the touch history to “1246” obtained by adding 1 in the information stored in the electronic POP analysis DB 504 illustrated in FIG. (Step S402 shown in FIG. 16).

  Further, the electronic POP analysis unit 501 acquires the product ID “S4567” stored in a pair with the product ID “S2345” included in the touch history in the information stored in the market basket analysis DB 503 illustrated in FIG. 11. (Step S403 shown in FIG. 16).

  Then, the electronic POP analysis unit 501 transmits the electronic POP terminal ID “C4321” received in the process of step S401 and the product ID “S4567” acquired in the process of step S403 to the electronic POP server 200, and the electronic POP terminal ID An instruction to display the electronic POP corresponding to the product ID “S4567” on the electronic POP terminal 100 of “C4321” is transmitted to the electronic POP server 200 (step S404 shown in FIG. 16).

  The electronic POP distribution unit 201 of the electronic POP server 200 uses the electronic POP data “display content C” corresponding to the product ID “S4567” transmitted by the analysis server 500 based on the information stored in the electronic POPDB 202 shown in FIG. Data ”is acquired (step S501 shown in FIG. 17).

  Then, the electronic POP distribution unit 201 sends the electronic POP data “data of display content C” acquired in the process of step S501 to the electronic POP terminal 100 indicated by the electronic POP terminal ID “C4321” transmitted by the analysis server 500. Transmit (step S502 shown in FIG. 17).

  When the display control unit 101 of the electronic POP terminal 100 receives the electronic POP data “data of display content C” transmitted by the electronic POP server 200, the display unit 103 is currently displaying under the control of the display control unit 101. Instead of the electronic POP “display content A”, the electronic POP “display content C” based on the electronic POP data “data of display content C” is displayed for a certain period of time.

  Then, in the sales processing unit 301 of the POS terminal 300, the product ID reading unit 304 reads the product ID of the product (step S601 shown in FIG. 18), and the product IDs of all the products according to the operation performed on the input unit 303. When it is notified that the reading has been completed (Y in step S602 shown in FIG. 18), the card reader 302 is instructed to read the user ID stored in the card 700 brought close to the card reader 302. The card reader 302 reads the user ID “U1425” stored in the approached card 700 in accordance with an instruction from the sales processing unit 301 (step S603 shown in FIG. 18).

  Then, the sales processing unit 301 acquires the current date and time information “2010/02/22 18:04:32” indicating the current date and time from the time management unit 305 (step S604 shown in FIG. 18). The sales processing unit 301 obtains the product IDs of all the products read by the product reading unit 304 in the process of step S601, the user ID “U1425” read by the card reader 302 in the process of step S603, and the current acquired in the process of step S604. The sales history including the sales date information indicating the date information “2010/02/22 18:04:32” is transmitted to the analysis server 500 via the communication network 600 (step S605 shown in FIG. 18).

  The electronic POP analysis unit 501 of the analysis server 500 includes the touch history “product ID“ S1122 ”corresponding to the user ID“ U1425 ”included in the sales history received from the POS terminal 300, the touch date and time“ 2010/02/22 11:54 ”. : 44 ”, touch history“ product ID “S5647”, touch date and time “2010/02/22 12:04:43” ”, touch history“ product ID “S2345” and touch date and time “2010/02/22” 17 : 45: 22 "" is acquired from the touch history DB 502 shown in FIG. 10 (step S701 shown in FIG. 19).

  Then, the electronic POP analysis unit 501 has the product category ID “K8800” of the product ID “S1122” and the product ID “S5647” included in the sales history received from the POS terminal 300 and the touch history acquired in step S701. The product category ID “K7364” and the product category ID “K9182” of the product ID “S2345” are acquired from the product information management unit 401 of the POS server 400 (step S702 shown in FIG. 19).

  When the product ID “S2345” included in the touch history is included in the sales history (Y in step S703 shown in FIG. 19), the electronic POP analysis unit 501 stores the sales date / time information included in the sales history. The time difference between “2010/02/22 18:04:32” and the current date and time information “2010/02/22 17:45:22” included in the touch history is a predetermined value (30 minutes in this example). 19) (Y in step S704 shown in FIG. 19), the purchase contribution count “232” of the product ID “S2345” in the electronic POP analysis DB 504 is updated to “233” plus one (FIG. 19). Step S705).

  When the time difference between the date and time indicated by the sales date and time information included in the sales history and the date and time indicated by the current date and time information included in the touch history is not within a predetermined value (step S704 shown in FIG. 19). N), the process for the touch history is terminated, and the processes in steps S703 to S707 are repeated for the other touch histories.

  When the product ID “S2345” included in the touch history is not included in the sales history (N in step S703 shown in FIG. 19), the electronic POP analysis unit 501 is stored in the product information DB 402 of the POS server 400. Based on the stored information, it is investigated whether or not another product ID of the product category ID “K9182” of the product indicated by the product ID “S2345” included in the touch history is included in the sales history.

  The electronic POP analysis unit 501 determines that the sales history includes another product ID “S4186” of the product category ID “K9182” of the product ID “S2345” included in the touch history (step illustrated in FIG. 19). In S706, the competitive product purchase count “55” of the product ID “S2345” included in the touch history in the electronic POP analysis DB 504 is updated to “56” obtained by adding 1 (step S707 shown in FIG. 19).

  The electronic POP analysis unit 501 determines that no other product ID of the product category ID “K9182” of the product ID “S2345” included in the touch history is included in the sales history (N in step S706 shown in FIG. 19). ), The process for the touch history is terminated, and the processes in steps S703 to S707 are repeated for the other touch histories.

  According to this embodiment, based on the touch history and the sales history, it is possible to directly detect the purchase behavior of the user induced in contact with the electronic POP.

  Further, according to the present embodiment, it is possible to directly detect whether or not the purchase behavior of the product by the user in contact with the product electronic POP is induced based on the touch history and the sales history. Further, according to the present embodiment, based on the touch history and the sales history, it is possible to directly detect whether or not the user in contact with the electronic POP of the product has induced the purchase behavior of the competitive product of the product. it can.

  According to this embodiment, based on the result of the market basket analysis, it is possible to display an electronic POP of another product to a user who is interested in the electronic POP, and to encourage purchase intention of the other product.

  Next, the outline of the present invention will be described. FIG. 20 is a block diagram showing an outline of the present invention. As shown in FIG. 20, the advertisement effect measuring apparatus 800 according to the present invention is used to display an advertisement visual confirmation card reader (card reader 102 shown in FIG. 2) from an advertisement display terminal 810 (corresponding to the electronic POP terminal 100 shown in FIG. 1). The user ID read from the card and the product ID corresponding to the product advertisement displayed on the display device (corresponding to the display unit 103 shown in FIG. 2) when the user ID is read. In this case, the received user ID and product ID are used as advertisement viewing confirmation data, and time information indicating the time when the user ID is read is associated with the storage unit 802 (corresponding to the touch history DB 502 shown in FIG. 9). The advertisement viewing confirmation data storage processing means 801 (for example, realized by the electronic POP analysis unit 501 shown in FIG. 9) and the sales terminal 820 store the sales process. Sales contribution to the product of the advertisement displayed on the display device when receiving the user ID read from the card reader and the product ID of the product for which sales processing was performed when the user ID was read Analysis means 803 (for example, realized by the electronic POP analysis unit 501 shown in FIG. 9), and the analysis unit 803 stores a product ID that matches the product ID received from the sales terminal. The time indicated by the time information stored corresponding to the stored product ID and the time when the sales process of the product indicated by the product ID received from the sales terminal is executed. It is determined whether or not the difference is less than or equal to a predetermined value. If it is determined that the difference is less than or equal to the predetermined value, it is determined that the advertisement displayed on the display device contributed to the sale of the product.

  Further, in the above embodiment, advertisement effect measuring devices as shown in the following (1) to (4) are also disclosed.

(1) The analysis unit 803 counts the number of times the advertisement viewing confirmation data is received from the advertisement display terminal for each product ID, and determines the number of times that the advertisement displayed on the display device has contributed to the sale of the product. An advertisement effect device that counts for each product ID (see step S705 in FIG. 19). In such a configuration, it becomes easy to quantitatively grasp the degree of contribution of the advertisement to the product sales.

(2) When the product ID matching the product ID received from the sales terminal is not stored in the storage unit 802, the analysis unit 803 stores the product ID of the product belonging to the same category as the category to which the product belongs. Whether or not the product ID of the product belonging to the same category as the category to which the product belongs is detected is stored in the storage unit 802 (see step S706 in FIG. 19). An advertisement effect measuring device that judges that an advertisement displayed on the device contributed to sales of another product belonging to the same category as the product category. In the case of such a configuration, it is possible to easily grasp the influence of the advertisement on the competitive product.

(3) The number of times the analysis unit 803 determines that the advertisement displayed on the display device has contributed to the sale of other products belonging to the same category as the product category corresponds to the advertisement displayed on the display device. Counting for each product ID to be performed (see step S707 in FIG. 19). In the case of such a configuration, it becomes easy to quantitatively grasp the degree of contribution of the advertisement to the competitive product.

(4) An additional purchase product database (in the market basket analysis DB 503 shown in FIG. 9) that stores a product ID of a product and a product ID of an additional purchase product that is highly likely to be purchased together with the product. When the advertisement viewing confirmation data is received from the advertisement display terminal 810, the product ID of the additional purchased product corresponding to the product indicated by the product ID included in the advertisement viewing confirmation data is read from the additional purchased product database, Additional purchased product ID providing means (for example, realized by the electronic POP analysis unit 501 shown in FIG. 9) that provides the read product ID to a device that supplies advertisement data displayed on the display device. Advertising effect measurement device. In such a configuration, it is possible to immediately display an advertisement of a product that is highly likely to be purchased together with the product based on the actual sales performance.

  The present invention can be applied to a store or the like provided with a display device for displaying an advertisement.

DESCRIPTION OF SYMBOLS 100 Electronic POP terminal 101 Display control part 102, 302 Card reader 103 Display part 104 Time management part 200 Electronic POP server 201 Electronic POP delivery part 202 Electronic POPDB
203 Electronic POP terminal DB
300 POS Terminal 301 Sales Processing Unit 303 Input Unit 304 Product ID Reading Unit 305 Time Management Unit 400 POS Server 401 Product Information Management Unit 402 Product Information DB
500 Analysis server 501 Electronic POP analysis unit 502 Touch history DB
503 Market Basket Analysis DB
504 Electronic POP analysis DB
600 communication network 700 card 800 advertisement effect measuring device 801 advertisement visual confirmation data storage processing means 802 storage unit 803 analysis means 810 advertisement display terminal 820 sales terminal

Claims (6)

A display device that displays an advertisement of a product for a predetermined period of time, performs a sales process with an advertisement display terminal that accompanies an advertisement visual confirmation card reader that reads information stored in the card, and is stored in the card An advertising effect measuring device connected to a sales terminal associated with a sales processing card reader for reading out information,
A user ID read from the card by the advertisement viewing confirmation card reader and a product ID corresponding to the product advertisement displayed on the display device when the user ID is read from the advertisement display terminal. When received, the advertisement visual confirmation data storage processing means stores the received user ID and product ID as advertisement visual confirmation data, and stores in the storage unit the time information indicating the time when the user ID is read. When,
When receiving from the sales terminal the user ID read from the sales processing card reader and the product ID of the product that was the object of the sales process when the user ID was read, it is displayed on the display device. Analysis means for analyzing the sales contribution to the product of the advertising that has been made,
When the product ID that matches the product ID received from the sales terminal is stored in the storage unit, the analysis unit displays the time indicated by the time information stored corresponding to the stored product ID. And whether the difference between the time when the sales process of the product indicated by the product ID received from the sales terminal is executed is less than or equal to a predetermined value, and the display device We determined that the ad that was displayed on contributed to the sale of the product ,
Whether or not the product ID of a product belonging to the same category as the category to which the product belongs is stored in the storage unit when the product ID matching the product ID received from the sales terminal is not stored in the storage unit And when it is detected that the product ID of the product belonging to the same category as the category to which the product belongs is stored in the storage unit, the advertisement displayed on the display device is the same category as the category of the product. It is judged that it contributed to sales of the other goods which belong to the advertisement effect measuring apparatus characterized by the above-mentioned. The analysis means counts the number of times the advertisement viewing confirmation data is received from the advertisement display terminal for each product ID, and determines the number of times that the advertisement displayed on the display device has contributed to the sale of the product for each product ID. The advertisement effect measuring device according to claim 1 which counts. The analysis means determines the number of times that the advertisement displayed on the display device has contributed to the sale of other products belonging to the same category as the product category, and the product ID corresponding to the advertisement displayed on the display device. The advertisement effect measuring device according to claim 1 or 2, wherein the advertising effect measuring device is counted every time. An additional purchase product database that stores a product ID of a product and a product ID of an additional purchase product that is highly likely to be purchased together with the product;
When the advertisement viewing confirmation data is received from the advertisement display terminal, the product ID of the additional purchased product corresponding to the product indicated by the product ID included in the advertisement viewing confirmation data is read from the additional purchased product database, and the read product ID The advertisement effect measuring device according to any one of claims 1 to 3 , further comprising: an additional purchase product ID providing unit that provides a device for supplying data of an advertisement displayed on the display device. A display device that displays an advertisement of a product for a predetermined period of time, performs a sales process with an advertisement display terminal that accompanies an advertisement visual confirmation card reader that reads information stored in the card, and is stored in the card An advertising effect measurement method that is carried out in a system in which a sales terminal with a sales processing card reader for reading out information is attached,
A user ID read from the card by the advertisement viewing confirmation card reader and a product ID corresponding to the product advertisement displayed on the display device when the user ID is read from the advertisement display terminal. When received, the received user ID and product ID are used as advertisement visual confirmation data, and time information indicating the time when the user ID is read out is stored in the storage unit in association with it,
When receiving from the sales terminal the user ID read from the sales processing card reader and the product ID of the product that was the object of the sales process when the user ID was read, it is displayed on the display device. Analyzing sales contributions to the advertising products
When a product ID matching the product ID received from the sales terminal is stored in the storage unit when analyzing the sales contribution, the time stored corresponding to the stored product ID When it is determined whether or not the difference between the time indicated by the information and the time when the sales process of the product indicated by the product ID received from the sales terminal is executed is less than or equal to a predetermined value, Determined that the advertisement displayed on the display device contributed to the sale of the product ,
When analyzing the sales contribution, if a product ID matching the product ID received from the sales terminal is not stored in the storage unit, the product ID of the product belonging to the same category as the category to which the product belongs is When the product ID of a product belonging to the same category as the category to which the product belongs is determined to be stored in the storage unit, it is displayed on the display device. An advertisement effect measuring method, characterized in that an advertisement is judged to have contributed to the sale of another product belonging to the same category as the category of the product . The number of times that the advertisement viewing confirmation data received from the advertisement display terminal is counted for each product ID when analyzing the sales contribution, and the number of times it is determined that the advertisement displayed on the display device contributed to the sale of the product The advertising effect measurement method according to claim 5, wherein the number of the advertisements is counted for each product ID.

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