JP5429859B2 - Campaign evaluation system for communication services - Google Patents

Description

The present invention relates to a campaign evaluation system for a communication service, and more particularly to a campaign evaluation system suitable for evaluating a new user introduction campaign for a communication service.

  Discount services that limit time zones and communication partners, or give points according to usage fees, giveaways, as part of services to users who use communication services, and to acquire new users and increase the traffic volume of existing users It is known to carry out campaigns such as granting and coupon granting.

  Patent Document 1 discloses a technique for easily and accurately measuring the effect of Internet advertisement using an advertisement effect measuring device / server.

  In Patent Literature 2, the customer's advertisement browsing information is automatically collated with store visit information and purchase information, and preferential points are automatically calculated. Preferential treatment can be implemented only when customers can actually respond to advertisements and become purchase customers by smoothly linking the flow of consumer behavior that they want to visit a company or store and purchase goods and services. A point system is disclosed.

  In Patent Literature 3, a user is identified by a user identifier, and the HP information being browsed by the user is also used to automatically create and disclose advertising content for the user based on a set strategy / policy. A method for implementing an efficient advertising campaign is disclosed.

JP 2002-49553 A JP 2003-288521 A JP 2006-99775 A

  In order to promote the participation of new users in the communication service, if an “introduction campaign” using the word-of-mouth effect that allows existing users to introduce acquaintances as new user candidates is performed, If the number of new users exceeds the target value, the campaign is evaluated as successful, and if it falls below the target value, it is evaluated as unsuccessful.

  However, even during the referral campaign period, not only “word-of-mouth” such as solicitation and referrals from existing users depending on the campaign, but also “random” at their own will, triggered by other motivation unrelated to the campaign There are quite a few new users. And if for some reason the number of new subscribers triggered by such other motivations is increasing, even if the number of new users after the campaign exceeds the target value, the campaign will be successful. It is an error to evaluate.

An object of the present invention is to solve the above-described problems of the prior art and to provide a campaign evaluation system that can accurately evaluate the effect of a new subscription campaign to a communication service.

  In order to achieve the above object, the present invention provides a monitoring means for measuring the transition of the number of users and the traffic amount after the campaign in the campaign evaluation system for evaluating the effect of the introduction campaign for acquiring new users of the communication service. A means for storing a function that models the increase in traffic volume with respect to the increase in the number of users, and an evaluation of the effectiveness of the campaign based on whether or not the increase in traffic volume with respect to the increase in the number of users conforms to the function. And a means for performing the processing.

  The increase in traffic volume with respect to the increase in the number of users depends on whether or not a new user's subscription opportunity to the communication service is an introduction campaign. Therefore, if a unique model is prepared when the traffic increase with respect to the increase in the number of users is an introduction campaign when the new subscription is triggered, the increase in traffic volume with respect to the increase in the measured number of users is included in the model. Based on whether or not it matches, it can be estimated whether or not the increase in new users is an effect of a new subscription promotion campaign using the word-of-mouth effect. In other words, the effectiveness of the campaign can be evaluated.

It is the block diagram which showed the structure of the communication network to which this invention is applied. It is the block diagram which showed the structure of the campaign evaluation apparatus. It is the flowchart which showed the operation | movement of this invention. FIG. 5 is a diagram showing a relationship between the number N of communication services users and the traffic amount T on a linear axis. FIG. 5 is a diagram showing a relationship between the number of users N of communication services and the traffic amount T on a logarithmic axis.

  Hereinafter, the best embodiment of the present invention will be described in detail with reference to the drawings. Here, first, the basic concept of the present invention will be described, and then specific embodiments of the present invention will be described in detail.

According to the results of the traffic analysis by the inventors, the proportional relationship of the following equation (1) is established between the increase in the number of new users N in the communication service and the increase in the traffic amount T, and the index α It depends on the type and usage status of the communication service used after the subscription opportunity.

T∝N ^α … (1)

  4 is a diagram showing the relationship between the increase in the number of users N and the increase in the traffic amount T in the above equation (1) with a linear axis, and FIG. 5 is a diagram with a logarithmic axis. According to the results of traffic analysis by the inventors, if the amount of communication traffic per user in a communication service is related to the connection between users subscribed to the service or a human network, the amount of communication traffic T is In the above equation (1), the number of users N increases in proportion to “5/3”. On the other hand, if the communication traffic amount per user in the communication service is irrelevant to the connection between the users who subscribe to the communication service or the human network, the communication traffic amount T is expressed by the above equation (1). It increases in proportion to the “square” of the number of users N.

  Therefore, if the increase in the number of new users after the new user subscription promotion campaign using the word-of-mouth effect and the increase in the traffic volume associated therewith have an index α = 5/3 in the above equation (1), The user mainly uses the communication service related to the human network, and if the index α = 2, it is estimated that the new user mainly uses the communication service unrelated to the human network. .

  On the other hand, according to the results of the traffic analysis by the inventors, a user who newly joined by a word of mouth from an existing user, that is, a new user who joined the campaign as a trigger, has already joined and used the target communication service by the introducing user. In many cases, the human network is dense. Therefore, the traffic volume of communication services mainly used after the new user subscribes is often closely related to the human network.

  On the other hand, new users who have joined “randomly” triggered by other motivation unrelated to the campaign are subscribed regardless of whether an existing acquaintance has already joined the communication service. Often the sparse network is sparse. For this reason, the traffic volume of communication services mainly used after the new user subscribes is often unrelated to the human network.

  In this way, the increase in the number of new users and the increase in communication service usage and communication traffic volume associated therewith depend on whether the new user's subscription opportunity is a campaign using the word-of-mouth effect, By monitoring the usage status of the communication service after the campaign is implemented, it can be estimated whether or not a new user has joined the campaign.

  Therefore, in the present invention, after the campaign is executed, the increase in the traffic amount T with respect to the increase in the number of users N is obtained, and the effect of the campaign is evaluated based on the value of the index α when this satisfies the above equation (1). Yes.

  Next, an embodiment of the present invention will be described in detail. FIG. 1 is a block diagram showing the configuration of the main part of a communication network to which the present invention is applied. Here, the configuration unnecessary for the description of the present invention is omitted.

  The mobile phones and PDAs of users A, B, C ... are connected to each other via an IP network NW such as a mobile phone network or the Internet, and the traffic amount T and the number of subscribed users N are further measured in the IP network NW. A measuring device 1; a campaign server 2 that conducts an introduction campaign for new users targeting existing users; and a campaign evaluation device 3 that evaluates the effect of the introduction campaign based on an increase in traffic volume T with respect to an increase in the number N of users. It is connected.

  FIG. 2 is a block diagram showing the configuration of the main part of the campaign evaluation apparatus 2. The monitoring unit 31 monitors the transition of the number of users N and the traffic amount T after the campaign is implemented. The model storage unit 32 stores a function of the above equation (1) that models the increase in the traffic amount T with respect to the increase in the number N of users. The campaign evaluation unit 33 evaluates the effectiveness of the campaign based on whether or not the increase in the traffic amount T with respect to the measured increase in the number N of users matches the model.

  The campaign review unit 34 requests the campaign server 2 to review the campaign based on the evaluation result. In this embodiment, campaigns that are evaluated as effective are automatically extended or enhanced, while those that are not effective are automatically extended, reduced, or canceled.

  FIG. 3 is a flowchart showing the operation of the embodiment of the present invention. When the start of the campaign is detected in step S101, in step S102, the monitoring unit 31 starts collecting the number of users N and the traffic amount T, and the collected information is stored in time series. If it is determined in step S103 that the predetermined monitoring period has ended, the process proceeds to step S104, where the increase in the traffic amount T with respect to the increase in the number of users N is a model in which the index α in the above equation (1) is “2”. It is determined whether or not it is suitable.

  If it is determined that it is compatible, the process proceeds to step S108, and an evaluation is made that the current introduction campaign is not effective. In step S109, the campaign server 2 is requested to review so as to extend, reduce or cancel the campaign.

  On the other hand, if it is determined in step S105 that the increase in the traffic amount T with respect to the increase in the number N of users is not compatible with the model in which the index α in the above equation (1) is “2”, the process proceeds to step S105. In step S105, it is determined whether or not the increase in the traffic amount T with respect to the increase in the number N of users is now compatible with a model in which the index α of the above equation (1) is “5/3”.

  If it is determined that it is suitable, the process proceeds to step S106, and an evaluation is made that the current introduction campaign is effective. In step S107, the campaign server 2 is requested to review so as to extend or strengthen the campaign. If it is determined that it does not match, the process proceeds to step S109, and a review of the campaign is requested.

  DESCRIPTION OF SYMBOLS 1 ... Measuring apparatus, 2 ... Campaign server, 3 ... Campaign evaluation apparatus, 31 ... Monitoring part, 32 ... Model memory | storage part, 33 ... Campaign evaluation part, 34 ... Campaign review part

Claims (7)

In a campaign evaluation system that evaluates the effectiveness of referral campaigns that acquire new users of communications services,
Monitoring means to measure the number of users and the traffic volume after the campaign,
Means for storing a function that models an increase in traffic volume with respect to an increase in the number of users;
And a means for evaluating the effectiveness of the campaign based on whether or not the increase in the traffic volume with respect to the increase in the measured number of users conforms to the function. It said function, campaign evaluation system of the communication service of claim 1, characterized in that given by proportional expression TiarufaN ^alpha number of users N and traffic T.   The campaign evaluation system according to claim 2, wherein an introduction campaign that matches the function of the index α≈2 with an increase in the traffic amount T with respect to an increase in the number of users N is evaluated as an ineffective campaign.   3. The campaign evaluation system according to claim 2, wherein an introduction campaign that matches the function of the index α≈5 / 3 is evaluated as an effective campaign with an increase in traffic volume T with respect to an increase in the number of users N.   5. The campaign evaluation system according to claim 1, further comprising means for reviewing a campaign based on the evaluation result.   6. The campaign evaluation system according to claim 5, wherein the means for reviewing the campaign automatically extends or strengthens the effective campaign. It said means for reviewing the campaign, the campaign evaluation system according to claim 5, wherein the effective automatic extension campaigns evaluates to no, reduced or canceled.

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