JP5938380B2 - Advertisement activity support device, advertisement activity support method and program - Google Patents

Description

  The present invention relates to an advertising activity support device, an advertising activity support method, and a program.

  The importance of advertising in providing goods or services is increasing. Therefore, for example, Patent Document 1 evaluates the advertisement posting effect using the number of passersby and the number of people who are facing the advertisement near the advertisement.

JP 2007-18218 A

  On the Internet, there are a wide variety of advertising media such as banner advertisements posted on Web pages and listing advertisements displayed in accordance with search engine search results. Advertisers need to efficiently consider where and how many advertisements should be placed in various advertising media.

  The present invention has been made in view of such a background, and an object thereof is to effectively support advertising activities.

  A main invention of the present invention for solving the above-mentioned problems is an apparatus for supporting advertising activities, and information for specifying an advertising medium on which an advertisement browsed by the user before conversion by the user occurs and A route information storage unit that stores, for each user, route information including information for calculating the number of advertisement clicks by the user, and an initial medium that is the advertisement medium on which the advertisement that the user first viewed is posted, The final medium, which is the advertising medium on which the user viewed the advertisement just before the conversion, and the advertisement that the user browsed before browsing the advertisement immediately before the conversion after first viewing the advertisement A weight storage unit that stores weights for each of the intermediate media that are the advertising media, and the first information based on the route information. Based on the path information, a path analysis unit that identifies the medium, the intermediate medium, and the final medium, and calculates the click count in each of the initial medium, the intermediate medium, and the final medium, and the click count and the And an evaluation value calculation unit that calculates an evaluation value of the advertising medium according to the weights for each.

  In the advertising activity support device of the present invention, the route information further includes information for calculating the number of times the advertisement is displayed by the advertisement medium for the user, and the evaluation value calculation unit is further based on the route information. Calculating the number of times of display for each of the advertising media, calculating a click rate based on the number of times of display and the number of clicks, calculating an evaluation value that an advertisement has been clicked according to the number of clicks, and the click rate An evaluation value indicating that the advertisement has been displayed may be calculated according to the evaluation value, and the evaluation value of the advertisement medium may be calculated according to the evaluation value indicating that the advertisement has been clicked and the evaluation value indicating that the advertisement has been displayed. .

  Further, in the advertising activity support device of the present invention, the evaluation value calculation unit calculates points according to the number of conversions, and each of the initial medium, the intermediate medium, and the final medium according to the weight. When there are a plurality of intermediate media, the points for the intermediate media are distributed according to the number of the intermediate media, and each of the advertising media is displayed by multiplying the distributed points by the click rate. It is also possible to calculate an evaluation value for the clicked result by subtracting the displayed evaluation value from the allocated points for each of the advertising media.

  In the advertising activity support apparatus of the present invention, for each of the advertising media, the advertising activity support device further includes an incentive value storage unit that stores an incentive value indicating the incentive provided by the advertising media to the user, and the evaluation value calculation unit includes: A value corresponding to the incentive value may be subtracted from the evaluation value of the advertising medium.

  Further, in the advertising activity support device of the present invention, the route analysis unit, based on the route information, displays an advertisement viewed immediately before the user accesses the search engine when the intermediate medium is a search engine. The evaluation contribution calculating medium identifying the search contribution final medium as the posted advertisement medium and the search contribution intermediate medium as the advertisement medium on which the advertisement browsed before browsing the advertisement by the search contribution final medium is published Calculating the number of clicks in each of the initial medium, the search contribution intermediate medium, and the search contribution final medium, and guiding the user to the search engine for each advertising medium according to the number of clicks. An evaluation value may be calculated.

  In the advertising activity support device of the present invention, the route information may include information for specifying a keyword searched by a search engine, and the route analysis unit may include the keyword specified by the route information. The keyword may be one of the advertising media, and the initial media, the intermediate media, or the final media may be specified.

  In the advertising activity support device of the present invention, the conversion is generated for each of the users, the sales information storage unit that stores the sales information related to the sales of the product or service corresponding to the conversion, and the final medium. A sales analysis unit that reads the sales information corresponding to the user from the sales information storage unit, calculates an analysis value corresponding to the sales based on the read sales information, and an evaluation that outputs an evaluation value of the advertising medium A value output unit, and the evaluation value output unit may output the analysis value corresponding to the final medium together with the evaluation value of the final medium for the final medium.

  In the advertising activity support device of the present invention, the sales analysis unit may calculate the analysis value by summing up the sales.

  In the advertising activity support device of the present invention, the sales analysis unit further calculates a repeat rate of the user who has generated the conversion for each final medium based on the read sales information, and the evaluation The value output unit may further output the repeat rate for the final medium.

  In the advertising activity support device of the present invention, the sales analysis unit further calculates a repeat rate of the user who has generated the conversion for each final medium based on the read sales information, and the sales The lifetime value of the user may be calculated based on the total value and the repeat rate, and the evaluation value output unit may further output the lifetime value for the final medium.

  Another aspect of the present invention is an apparatus that supports advertising activities, and includes information for specifying an advertisement viewed by the user before conversion by the user and the number of clicks on the advertisement by the user. A route information storage unit that stores route information including information for calculation for each user, a first advertisement that is an advertisement that the user first browses, and a final that is the advertisement that the user browses immediately before the conversion A weight storage unit that stores weights for each of the advertisement and the intermediate advertisement that is the advertisement browsed before the user browses the advertisement immediately before the conversion after browsing the advertisement for the first time; Based on the route information and the route analysis unit for identifying the initial advertisement, the intermediate advertisement, and the final advertisement. Advertising, said intermediate advertising and calculates the number of clicks in each of the last advertisement, and be provided with, an evaluation value calculation unit for calculating an evaluation value of the advertisement in accordance with the weight for the number of clicks and the respectively.

  Another aspect of the present invention is a method for supporting an advertising activity, which is information for specifying an advertising medium on which an advertisement viewed by the user before conversion by the user occurs and an advertisement by the user. A route information storage unit that stores route information including information for calculating the number of clicks for each user, an initial medium that is the advertisement medium on which an advertisement that the user first viewed is posted, and the user converts the conversion The final medium that is the advertising medium on which the advertisement browsed immediately before is posted, and the advertising medium on which the user browses the advertisement before browsing the advertisement immediately before the conversion after browsing the advertisement for the first time A weight storage unit that stores weights for each of the intermediate media, based on the path information, Specifying the initial medium, the intermediate medium and the final medium, and calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, And calculating an evaluation value of the advertising medium according to a weight for.

  Another aspect of the present invention is a method for supporting an advertising activity, including information for specifying an advertisement viewed by the user before conversion by the user and the number of clicks on the advertisement by the user. A route information storage unit that stores route information including information for calculation for each user, a first advertisement that is an advertisement that the user first browses, and a final that is the advertisement that the user browses immediately before the conversion A computer comprising: an advertisement; and a weight storage unit that stores weights for each of the intermediate advertisements that are the advertisements browsed before the user first browses the advertisements and then browses the advertisement immediately before the conversion. Identifying the initial advertisement, the intermediate advertisement, and the final advertisement based on the path information; and the path Calculating the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the information, and calculating an evaluation value of the advertisement according to the number of clicks and the weight for each I decided to.

  Another aspect of the present invention is a program for supporting advertising activities, the information for specifying an advertising medium on which an advertisement browsed by the user before conversion by the user occurs, and the user A route information storage unit that stores, for each user, route information including information for calculating the number of clicks of the advertisement by the first medium, and an initial medium that is the advertisement medium on which the advertisement that the user first viewed is posted, The final medium, which is the advertising medium that posted the advertisement that was viewed immediately before the conversion, and the advertisement that the user browsed before browsing the advertisement immediately before the conversion after the user first viewed the advertisement A weight storage unit that stores weights for each of the intermediate media that are advertisement media; And determining the number of clicks in each of the initial medium, the intermediate medium, and the final medium based on the path information, and identifying the initial medium, the intermediate medium, and the final medium. And calculating the evaluation value of the advertisement medium according to the number and the weight for each.

  According to another aspect of the present invention, there is provided a program for supporting advertising activities, including information for identifying an advertisement viewed by the user before the user's conversion occurs, and clicking on the advertisement by the user. A route information storage unit that stores route information including information for calculating the number for each user, a first advertisement that is an advertisement that the user first browses, and an advertisement that the user browses immediately before the conversion A weight storage unit that stores a weight for each final advertisement and an intermediate advertisement that is the advertisement browsed before the user browses the advertisement immediately before the conversion after browsing the advertisement for the first time. Identifying the initial advertisement, the intermediate advertisement, and the final advertisement on the computer based on the route information Calculating the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculating an evaluation value of the advertisement according to the number of clicks and a weight for each of the clicks, , Are executed.

  Other problems and solutions to be disclosed by the present application will be made clear by the embodiments of the invention and the drawings.

  According to the present invention, advertising activities can be effectively supported.

It is a figure showing the example of whole composition of the advertising activity support system of this embodiment. 2 is a diagram illustrating a hardware configuration example of an analysis server 20. FIG. 3 is a diagram illustrating an example of a software configuration of an analysis server 20. FIG. It is a figure which shows the structural example of the promotion information memorize | stored in the promotion memory | storage part. 4 is a diagram illustrating a configuration example of an advertisement log stored in an advertisement log storage unit 232. FIG. 6 is a diagram illustrating a configuration example of a CRM log stored in a CRM log storage unit 233. FIG. 3 is a diagram illustrating a configuration example of a weight storage unit 234. FIG. 5 is a diagram illustrating a configuration example of an incentive storage unit 235. FIG. It is a figure explaining the process by the analysis server. It is a figure which shows the flow of the calculation process of an attribution score. It is a figure which shows the flow of a path | route analysis process. It is a figure for demonstrating the path | route to conversion. It is a figure which shows the flow of the provision process of a click point. It is a figure explaining an example of the result of having calculated the click point. It is a figure explaining an example of the result of having calculated the click point about a plurality of users. It is a figure which shows the flow of the provision process of a browsing point. It is a figure which shows an example of the browsing number for every advertising medium, the number of clicks, and a click rate. It is a figure which shows an example of the calculation result of a browsing point, a click point, and an attribution score. It is a figure which shows the flow of the adjustment process according to an incentive. It is a figure which shows an example of the browsing point after adjustment according to an incentive, a click point, and an attribution score. It is a figure explaining the flow of a calculation process of CRM value. It is a figure which shows an example of the screen 60 output.

  Hereinafter, an advertising activity support system according to an embodiment of the present invention will be described. The advertising activity support system of this embodiment is intended to support advertising activities by advertisers. In particular, advertisers post online advertisements such as banner advertisements and listing advertisements on advertising media such as websites and search engines. At the same time, we support the formulation of measures for what kind of advertisements to be placed on which advertising media.

== System configuration ==
FIG. 1 is a diagram illustrating an example of the overall configuration of an advertising activity support system according to the present embodiment. The advertising activity support system according to the present embodiment includes an analysis server 20. The analysis server 20 is communicably connected to the advertisement distribution server 11 and the EC server 12 and is also communicably connected to the advertiser terminal 10. Communication paths between the advertisement distribution server 11 and the EC server 12 and the analysis server 20 and between the analysis server 20 and the advertiser terminal 10 are, for example, a public telephone line network, a mobile phone line network, a dedicated line communication path, wireless This is a data communication network constructed by a communication path, and the Internet is assumed in this embodiment.

  The advertisement distribution server 11 is a computer such as a personal computer or a workstation that distributes advertisements. The advertisement distribution server 11 provides, for example, a Web server that provides a Web page, a search engine that displays a search result of content according to a keyword, an SNS server that provides a social networking service (SNS), and a shopping mall. Any device may be used as long as it functions as an advertising medium for providing an advertisement, such as a shopping server.

  The EC server 12 is, for example, a computer such as a personal computer or a workstation that realizes a final result (referred to as conversion) by advertisement. Examples of the conversion include purchasing a product or service at an online shopping site, registering a member for a membership service, requesting materials for the product or service, and sending an inquiry to an advertiser. In this embodiment, the web server that provides a web page (called a landing page) that is accessed when the user clicks on an advertisement distributed by the advertisement distribution server 11 is not the advertisement distribution server 11 but an EC. Assume that it is a server 12. It is assumed that the EC server 12 also manages a CRM (Customer Relationship Management) log related to the customer after the conversion has occurred.

  The analysis server 20 is a computer such as a personal computer or a workstation that analyzes the results of advertisements performed by the advertisement distribution server 11, the results of conversion by the EC server 12, and the results after conversion.

  The advertiser terminal 10 is a computer such as a personal computer, a tablet computer, a smartphone, or a mobile phone terminal that is operated by the advertiser. The advertiser terminal 10 accesses the analysis server 20, and acquires the analysis result of the advertisement and the conversion and the results after the conversion. The advertiser can formulate future advertising activities with reference to the analysis result by the analysis server 20.

== Analysis server 20 ==
FIG. 2 is a diagram illustrating a hardware configuration example of the analysis server 20. The analysis server 20 includes a CPU 201, a memory 202, a storage device 203, a communication interface 204, an input device 205, and an output device 206. The storage device 203 is, for example, a hard disk drive, a solid state drive, or a flash memory that stores various data and programs. The communication interface 204 is an interface for connecting to the communication network 30, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone line network, and a wireless communication device for performing wireless communication A USB (Universal Serial Bus) connector for serial communication, an RS232C connector, or the like. The input device 205 is, for example, a keyboard, a mouse, a touch panel, a button, or a microphone that inputs data. The output device 206 is, for example, a display, a printer, or a speaker that outputs data.

  FIG. 3 is a diagram illustrating a software configuration example of the analysis server 20. The analysis server 20 includes an advertisement log acquisition unit 211, a CRM log acquisition unit 212, a route analysis unit 213, an attribution score calculation unit 214, a CRM analysis unit 215, an analysis result output unit 216, a promotion storage unit 231, and an advertisement log storage unit. 232, a CRM log storage unit 233, a weight storage unit 234, and an incentive storage unit 235.

  The advertisement log acquisition unit 211, the CRM log acquisition unit 212, the route analysis unit 213, the attribution score calculation unit 214, the CRM analysis unit 215, and the analysis result output unit 216 are stored in the storage device 203 by the CPU 201 included in the analysis server 20. This is realized by reading the stored program into the memory 202 and executing it. Further, the promotion storage unit 231, the advertisement log storage unit 232, the CRM log storage unit 233, the weight storage unit 234, and the incentive storage unit 235 are part of the storage area provided by the memory 202 and the storage device 203 provided in the analysis server 20. Realized.

  The promotion storage unit 231 stores information related to advertising activities by the advertiser (hereinafter referred to as promotion information). FIG. 4 is a diagram illustrating a configuration example of the promotion information stored in the promotion storage unit 231. The promotion information includes a campaign ID, a creative ID, a media ID, an LPID, and a type in association with the promotion ID. The promotion ID is information for specifying an overall advertising activity (promotion) related to a specific product or service. The campaign ID is information that identifies a campaign. In the present embodiment, it is assumed that one or more promotions are executed per campaign. The creative ID is information that identifies an advertising banner or text exposed in the promotion. The media ID is information that identifies the destination media exposed in the promotion. The LPID is information that identifies a WEB page (called a landing page, abbreviated as LP) that transitions after clicking an exposed WEB advertisement in the promotion. The type is information for specifying whether this promotion is a WEB promotion or a real promotion (newspaper, television, telephone, direct mail (DM), etc.). In the system of the present embodiment, the real promotion can be registered in the system, and the analysis result output unit can be compared with the effect of the web promotion. The promotion information can include various types of information related to the promotion. The promotion information is registered in advance in the promotion storage unit 231.

  The advertisement log storage unit 232 (corresponding to the route information storage unit of the present invention) stores information (hereinafter referred to as an advertisement log, which corresponds to the route information of the present invention) related to the user touching the advertisement. FIG. 5 is a diagram illustrating a configuration example of an advertisement log stored in the advertisement log storage unit 232. The advertisement log includes a user ID, promotion ID, date and time, creative ID, LPID, referrer, search word, and contact type.

  The user ID is information that identifies the user who viewed the advertisement. In the present embodiment, it is assumed that when a Web browser first displays an advertisement, a unique user ID is issued to the Web browser, and this user ID is stored in a cookie. In other words, the user ID is strictly information for specifying the Web browser operated by the user. The date and time is the date and time when the user viewed or clicked on the advertisement. Promotion ID and creative ID are information which specifies the advertisement which the user browsed. The LPID is information that specifies the LP that has transitioned when the user clicks on the advertisement. (Since a single promotion is associated with multiple LPs and optimized by CVR, it is necessary to know which LP has transitioned.) For Web pages with advertisements displayed, Since it can be determined if the promotion ID can be specified, the information is not held in the advertisement log.

  The referrer is defined in HTTP (HTTP Referer) and indicates a Web page that is a link source to the Web page indicated by the URL of the advertisement log. Note that no value is set in the referrer when there is no link source, such as when the user directly specifies a URL. Further, by analyzing the referrer, it is possible to specify a keyword searched for in the search engine when the search engine transitions to the Web page. This keyword is also held as an advertisement log. Therefore, by grasping the keyword as an advertising medium, the contribution degree of each keyword in the path leading to the conversion also includes an advertisement through a Web page and an offline advertisement (a TV advertisement, a poster, a word of mouth, etc. Hereinafter, a real advertisement. It is also possible to perform analysis in the same manner as the advertising medium that provides.

  The contact type is information indicating how the user has contacted the advertisement. In this embodiment, “view” indicating that the user has browsed the advertisement, and “click” indicating that the user has clicked on the advertisement. And “conversion” indicating that a conversion has occurred. By referring to the contact type of the advertisement log, it is possible to calculate the number of times the advertisement is displayed (referred to as the number of impressions), the number of clicks of the advertisement, the occurrence of conversion, and the number of times. In the present embodiment, it is assumed that the conversion occurs in the EC server 12.

  The advertisement log acquisition unit 211 acquires an advertisement log from the advertisement distribution server 11. For example, the advertisement log acquisition unit 211 can acquire an advertisement log by analyzing an access log of a Web server executed in the advertisement distribution server 11. The advertisement log acquisition unit 211 accepts an advertisement log input from the user for a real advertisement. In addition, a general method can be used for the acquisition method of the advertisement log, and the advertisement log acquisition unit 211 may accept the input of the advertisement log from the user for the advertisement distribution by the Web server, for example. The advertisement log acquisition unit 211 registers the acquired advertisement log in the advertisement log storage unit 232.

  The CRM log storage unit 233 (corresponding to the sales information storage unit of the present invention) stores information related to the commercial transaction activity by the user (hereinafter referred to as CRM log. Corresponding to the sales information of the present invention). The commercial transaction activities widely include not only purchasing activities such as purchase of goods or services but also those in which an exchange between the user of the goods or services and the user such as an inquiry from the user to the store is performed. FIG. 6 is a diagram illustrating a configuration example of a CRM log stored in the CRM log storage unit 233. The CRM log includes a user ID, site, date and time, activity type, transaction amount (sales), and promotion ID. The user ID is information that identifies the user. The site indicates where the commerce activity took place. The site indicates an online shopping site provided by the EC server 12, for example. The date and time is the date and time when the user performed a commercial transaction activity. The activity type is information indicating the type of commercial transaction activity such as “purchase” or “inquiry”. The transaction amount is a transaction amount in a commercial transaction activity such as sales of goods or services purchased by the user. In the case of an activity that does not involve settlement such as “inquiry”, the transaction amount is zero. In the CRM log, a history of transactions in which costs such as purchases and advertising activities have occurred is also registered. In this case, no value is set for the user ID, and “purchase” or “advertisement” is set as the activity type. Information representing transactions such as the above is set, and a purchase cost, an advertising cost, etc. are set as the transaction amount. The promotion ID stores the ID of the promotion to be associated with the CRM log. For example, when the target user performs member registration via an advertisement placed from this system, the ID of the promotion that finally led to member registration is set. In the case of a commercial transaction activity generated by real promotion, the real promotion ID is stored. In the system of this embodiment, the advertisement log and the CRM log are linked using the promotion ID and the user ID.

  Using the CRM log, it is possible to calculate the transaction amount (sales), the repeat rate, and the like in a predetermined period (for example, any period such as one year, one month, one day) for each user. Further, it is possible to calculate the cost by counting the “purchase”, “advertisement”, and the like of the CRM log, thereby calculating the LTV (Life Time Value) of the user. Hereinafter, a value that can be calculated based on the CRM log is also referred to as a CRM value.

  The CRM log acquisition unit 212 acquires a CRM log. The CRM log acquisition unit 212 can receive a CRM log from the EC server 12, for example. A general CRM log acquisition method can be used. For example, the CRM log acquisition unit 212 may receive an input of the CRM log from the user.

  The route analysis unit 213 analyzes a route (conversion path) in which the user has contacted the advertisement before conversion. Based on the advertisement log, the route analysis unit 213 contacts the advertisement promotion (advertisement medium, creative, LP, campaign) (hereinafter referred to as the first medium) that the user first contacted the advertisement target and immediately before the conversion. Promotions (advertising media, creatives, LPs, campaigns) (hereinafter referred to as final media) and promotions that come into contact with the initial media before contacting the final media ads (advertising media, creative, LP, Campaign) (hereinafter referred to as an intermediate medium).

  The weight storage unit 234 stores a weight for weighting the advertisement medium. FIG. 7 is a diagram illustrating a configuration example of the weight storage unit 234. In the present embodiment, the weight storage unit 234 stores the weights for the initial medium, the intermediate medium, and the final medium.

  The incentive storage unit 235 stores the incentive given to the user in the advertising medium. Here, the incentive is for browsing or clicking on an advertisement from the advertisement medium to the user, for example, a point given to the user at a point site or the like. In the present embodiment, the incentive is expressed as a ratio to the advertisement fee. For example, if a certain advertising medium costs 100 yen per click, and this advertising medium gives an incentive of 10 yen when the user clicks on the advertisement, this advertising medium is supported. The incentive to do is 10%. FIG. 8 is a diagram illustrating a configuration example of the incentive storage unit 235. As shown in the figure, the incentive storage unit 235 stores the incentive in association with the advertising medium.

  The attribution score calculation unit 214 (corresponding to the evaluation value calculation unit of the present invention) calculates an evaluation value (referred to as an attribution score) of the advertising medium. The attribution score is an index for evaluating the contribution degree of the advertising medium to the occurrence of the conversion. Usually, the media that contributed to the occurrence of a conversion is the media that posted the ad that was clicked immediately before the conversion, and if the conversion did not occur immediately after the click, the ad media's contribution was evaluated. Was not. However, even if direct conversion has not occurred, there are cases where conversion occurs after performing a search or referring to a word of mouth, and in that case, indirect contribution to the advertising medium It can be said that there was. Therefore, the attribution score calculation unit 214 of the present embodiment evaluates the advertising medium including not only direct contribution but also indirect contribution. Specifically, the attribution score calculation unit 214 allocates 1 point (hereinafter referred to as “conversion point”) to the initial medium, the intermediate medium, and the final medium when one conversion occurs. Conversion points are allocated according to weights. (The weight can be an arbitrary number) The attribution score calculation unit 214 also provides an advertisement in accordance with the incentive when an incentive is given to the user for browsing or clicking on the advertisement in the advertisement medium. Adjust to lower the media attribution score.

  The CRM analysis unit 215 (corresponding to the sales analysis unit of the present invention) calculates a value relating to sales and a repeat rate (hereinafter referred to as a CRM value). In this embodiment, for the sake of simplicity, the total sales and the repeat rate are assumed to be CRM values. For example, an LTV (Life Time Value) obtained by adding a value obtained by multiplying the sales by the repeat rate to the sales is calculated. You can also

  The analysis result output unit 216 (corresponding to the evaluation value output unit of the present invention) outputs an attribution score and a CRM value for each of the advertising media.

== Process overview ==
FIG. 9 is a diagram for explaining processing by the analysis server 20. The analysis server 20 performs an attribution score calculation process (S301) shown in FIG. 10 to be described later for each advertising medium, and the CRM value (sales and repeat in this embodiment) via each advertising medium shown in FIG. 21 to be described later. Calculation process (S302), and for each advertising medium, the attribution score of the advertising medium and the sales and repeat rates via the advertising medium are output (S303). .

== Attribution score calculation processing ==
FIG. 10 is a diagram illustrating a flow of attribution score calculation processing.

  The route analysis unit 213 of the analysis server 20 reads the user IDs of all the advertisement logs whose contact type is “conversion” from the advertisement log storage unit 232 without duplication (S401). For each of the read user IDs, the route analysis unit 213 performs an analysis process (FIG. 11) of the route followed by the user until the conversion, that is, the order in which the user viewed and clicked on the advertisement medium. In step S402, the attribution score calculation unit 214 performs a process of assigning points (hereinafter referred to as “click points”) to be given to the advertisement medium when the advertisement is clicked (FIG. 13) (S403). As will be described later, the click point is a position in the path to the conversion (hereinafter referred to as a path position. The path position includes the “first” contact, the “final” contact immediately before the conversion, and the “ Are given for each pass position.

  Next, the attribution score calculation unit 214 performs a process of assigning points (hereinafter referred to as “browsing points”) to be given to the advertisement medium in response to the advertisement being browsed (S404). A browsing point is also given for each path position, as will be described later. The attribution score calculation unit 214 performs a process (FIG. 19) of adjusting the evaluation (click point and browsing point) according to the incentive from the advertisement medium to the user (S405).

  The attribution score calculation unit 214 calculates the total point of the advertisement medium by summing up the click points for each path position assigned to the advertisement medium for each advertisement medium (S406), and sets the click rate to the total points. The browsing points are calculated by integrating (S407). Thereafter, the click points are calculated by subtracting the browse points from the total points (S408). The browsing point and the click point for each path position become the evaluation value (attribution score) of the advertisement medium (S409).

== Route analysis processing ==
FIG. 11 is a diagram showing the flow of the route analysis process. The route analysis unit 213 reads, from the advertisement log storage unit 232, an advertisement log corresponding to the user ID that corresponds to “click” or “conversion” (S421). The route analysis unit 213 sorts the read advertisement logs in order of date and time (S422). The route analysis unit 213 sets the medium included in the first advertisement log in the sorted list as the initial medium (S423), and sets the medium included in the advertisement log immediately before the advertisement log whose contact type is “conversion” as the final medium. (S424), the medium contained in the advertisement log from the next to the advertisement log corresponding to the final medium to the medium before the advertisement log corresponding to the final medium is set as the intermediate medium (S425). As a result, as shown in the example of FIG. 12, the advertisement medium on which the advertisement that the user first clicked is posted becomes the initial medium (M001 in the example of FIG. 12), and the advertisement clicked by the user immediately before conversion occurs in M099. Is the final medium (M003 in the example of FIG. 12), and the advertising medium on which the advertisement clicked by the user between the initial medium and the final medium is the intermediate medium (M002 and M001 in the example of FIG. 12). It becomes. The initial medium and the final medium each correspond to only one advertising medium, but the number of intermediate media is variable. When the user clicks on the advertisement a plurality of times, a plurality of the same advertisement media may be included in the route.

== Click point grant processing ==
FIG. 13 is a diagram showing a flow of click point assignment processing.

  The attribution score calculation unit 214 sets 1 to the evaluation value of one conversion (hereinafter referred to as a conversion point, represented by CP). In addition, the weight which distributes a conversion point to each path | pass position can be made into arbitrary values. For example, the weight of the conversion point may be changed according to the content of the conversion. The attribution score calculation unit 214 reads the weight corresponding to the pass position from the weight storage unit 234 (S442), multiplies the conversion point CP by the “first time” weight, and clicks corresponding to the first pass position of the initial medium. It is added to the points (first medium, first time) (S443). For example, when the route shown in FIG. 12 is traced and the weight as in the example of FIG. 7 is set, the weight corresponding to the first pass position is “0.4”, which is the first medium. The click point (first time) of “M001” is “1 × 0.4 = 0.4” as shown in the example of FIG.

  The attribution score calculation unit 214 sets the number of intermediate media to n (S444), and for each non-overlapping intermediate medium, the number of appearances of the advertisement medium in the intermediate medium (in the example of FIG. 12, the number of appearances is both M002 and M001). 1 is represented as the number of appearances when a plurality of the same advertising media are included in the intermediate medium) (m) (S445). The attribution score calculation unit 214 divides a value obtained by multiplying the conversion point CP by the weight of “intermediate” and m by n, and clicks corresponding to the intermediate path position of the intermediate medium (intermediate medium, intermediate (S446). For example, in the example of FIG. 12, there are two advertising media “M002” and “M001” as intermediate media, n is “2”, and m is both “1”. In the case of the example of FIG. 7, the weight corresponding to the intermediate path position is “0.2”, so that the click points (middle) of “M002” and “M001” are respectively shown in the example of FIG. “(1 × 0.2 × 1) ÷ 2 = 0.1”.

  The attribution score calculation unit 214 performs the above processing for each of the intermediate media, and then multiplies the conversion point by the weight of “final”, and clicks corresponding to the final path position of the final media (final media, Add to (final) (S447). In the example of FIGS. 7 and 12, the click point (final) of “M003” of the final medium is “1 × 0.4 = 0.4” as shown in FIG.

  As described above, a click point is given to the advertisement medium for each of the initial, intermediate, and final pass positions. The number of clicks for each path position is also counted.

  Here, for the sake of simplicity of explanation, assuming that the route exactly the same as the route of the user ID “U001” shown in FIG. 12 is followed by 10 users, each of the 10 users is the same as FIG. Click points are given, and each click point becomes 10 times as shown in FIG.

== Browsing point grant processing ==
FIG. 16 is a diagram illustrating a flow of the browsing point assigning process. The attribution score calculation unit 214 performs the following processing for each advertising medium.

  The attribution score calculation unit 214 has a date and time within a predetermined period (for example, an arbitrary period such as one year or one month can be set) from the advertisement log storage unit 232, and the medium is the advertisement medium. Then, the number of advertisement logs whose contact type is “browsing” is counted to calculate the number of advertisements viewed (medium) in the advertisement medium (S461). The number of views corresponds to the number of times the advertisement is displayed. The attribution score calculation unit 214 counts the number of advertisement logs in which the date and time is within the predetermined period, the medium is the advertisement medium, and the contact type is “click”, and the number of advertisement clicks on the advertisement medium The (medium) is calculated (S462). The attribution score calculation unit 214 calculates the click rate (medium) of the advertisement in the advertisement medium by dividing the number of clicks (medium) by the number of views (medium) (S463). As a result, as shown in FIG. 17, the number of views, the number of clicks, and the click rate for each advertising medium are calculated.

  The attribution score calculation unit 214 multiplies the click point (medium, x) for the path position of the advertisement medium by the click rate (medium) for each of the initial, intermediate, and final path positions x, and the advertisement medium. The browsing point (medium, x) at the path position is calculated (S464). The attribution score calculation unit 214 subtracts the browsing point (medium, x) from the click point (medium, x) (S465). For example, if a click point as shown in the example of FIG. 15 is calculated for each advertisement medium and the click rate is as shown in FIG. 17, the click rate “11.29%” is added to the click point “4” of M001. The value “0.45” obtained by multiplying the value becomes the viewing point, the viewing point “0.45” is subtracted from the click point “4”, and the click point becomes “3.55”.

  The attribution score calculation unit 214 calculates the click point (medium) of the advertisement medium by summing the click points (medium, *) for each path position (S466), and the browsing point (medium, *) for each path position. ) To calculate the browsing point (medium) of the advertising medium (S467). The attribution score calculation unit 214 adds the click point (medium) and the browsing point (medium) to calculate the attribution score (medium) of the advertisement medium (S468).

  As described above, the value calculated as the click point can be distributed to the click point and the browsing point according to the number of clicks and the click rate. An attribution score can be calculated from the click point and the browsing point.

== Incentive adjustment processing ==
FIG. 19 is a diagram illustrating a flow of adjustment processing according to incentives. The attribution score calculation unit 214 reads incentives corresponding to the advertisement medium from the incentive storage unit 235 for each advertisement medium (S481), and if the read incentive is greater than 0 (S482: YES), the initial, intermediate, and final For each path position x, a value obtained by subtracting the incentive from “1” is multiplied by the viewing point (medium, x) (S483). Similarly, for the click point, the attribution score calculation unit 214 multiplies the click point (medium, x) by subtracting the incentive from “1”, and subtracts the incentive (S484).

  As described above, the evaluation value of the advertising medium can be subtracted in accordance with the incentive given to the user with respect to browsing or clicking on the advertisement in the advertising medium. For example, if the incentive is set to “10%” for “M001” as shown in FIG. 8, both the viewing point and the click point of M001 are reduced by 10% as shown in FIG.

== CRM value calculation processing ==
FIG. 21 is a diagram illustrating the flow of the CRM value calculation process.

  The CRM analysis unit 215 reads the advertisement log media whose contact type is “conversion” from the advertisement log storage unit 232 without duplication (S501), and performs the following processing for each of the read media.

  The CRM analysis unit 215 corresponds to the user ID and the site of the advertisement log including the medium among the CRM logs stored in the CRM log storage unit 233, and is a predetermined period (for example, one year, one month, one day, etc. The sales period of the medium including the date and time in () is totaled to calculate the sales (medium) of the medium (S502). The CRM analysis unit 215 extracts the advertisement log site including the medium without duplication (S503), and extracts the user ID of the advertisement log including the medium and the site without duplication for each of the extracted sites (S504). The number of extracted user IDs is set as a new number (site) which is the number of new customers to the site (S505). Of the extracted user IDs, the CRM analysis unit 215 has a plurality of corresponding CRM logs registered in the CRM log storage unit 233, and one CRM log date is within the predetermined period. The number is counted and set as the number of repeats (sites) that is the number of users who have repeated to the site (S506). The CRM analysis unit 215 calculates the repeat rate of the medium by dividing the total number of repeats by the total number of new numbers (S507).

  As described above, the total sales and the repeat rate are calculated as CRM values. Note that the CRM value is not limited to the total sales and the repeat rate, but includes calculating various analysis values calculated by CRM analysis.

== Screen example ==
FIG. 22 is a diagram showing an example of the screen 60 output in step S303 of FIG. The analysis result output unit 216 outputs the browsing point and click point (61) for each path position calculated by the attribution score calculation unit 214, the attribution score 62, the sales 63, and the repeat rate 64 to the screen 60. .

  As described above, according to the advertising activity support system of this embodiment, an advertiser (for example, a marketer or the like) evaluates advertising media in many ways with reference to the display of the screen 60 (output from the analysis server 20). Can be done automatically. Attribution scores are based not only on the evaluation of the final medium from the viewpoint of conversion, but also from the viewpoint of first providing an advertisement appealing to the user (first time) and from the viewpoint of connection to the final medium (intermediate). It is calculated including evaluation. That is, an indirect contribution to the final conversion can be incorporated into the evaluation value.

Therefore, it is possible to evaluate the advertisement medium from various aspects, and it is possible to make the evaluation of the advertisement medium more accurate and appropriate.

  In addition, by incorporating evaluation into the attribution score for indirect contributions to conversions, it is possible to effectively consider future advertising destinations (capital investees).

  In addition, according to the advertising activity support system of the present embodiment, the path leading to the conversion is clarified, so it is possible to easily grasp what path the user has followed for the conversion. Therefore, effective advertising activities according to the route can be efficiently examined.

  Further, according to the advertising activity support system of the present embodiment, when the user is given an incentive to view or click on the advertisement in the advertising medium, the advertising effect due to the incentive can be removed from the advertising medium. . When incentives are given in advertising media, it is possible that the number of views, clicks, etc. will increase, and it is necessary to discount it as an advertising effect. According to this embodiment, the effect of incentives is attributed. Subtraction from the score is possible. Thereby, the evaluation of the advertising medium can be made more accurate.

  In addition, according to the advertising activity support system of the present embodiment, the CRM value (sales and repeat rate in the above example) can be output together with the attribution score for the advertising medium. As a result, it is possible to grasp the advertising effect from the sales side, and it can be used to formulate effective marketing activities.

== Modification ==
In this embodiment, the analysis server 20 is realized by a single computer for the sake of simplicity of explanation. However, for example, by using a technique such as cloud computing or grid computing, a virtual computer using a plurality of computers is used. For example, a single computer may be realized, or a plurality of computers may cooperate with different functions. In FIG. 1, only one advertisement distribution server 11 and one EC server 12 are displayed, but a plurality of them may naturally exist.

  In the present embodiment, the browsing point, the click point, the attribution score, and the CRM value are calculated for each advertising medium as an evaluation of the advertising medium, but in units of advertisements (called creatives). You may count. In this case, aggregation is performed using not the “medium” of the advertisement log but the “creative ID” indicating the creative as a key. That is, steps S406 to S408 in FIG. 10 are executed for each advertisement. In the process in FIG. 11, the initial advertisement, the intermediate advertisement, and the final advertisement are created from the creative ID of the advertisement log. In the process in FIG. The click points for each position are calculated, and the calculation results shown in FIGS. 14, 15, 17, 18, and 20 are the points calculated for each creative ID, and the process of FIG. 16 is performed for each advertisement. The click point and browsing point attribution scores are calculated for each advertisement, the process of FIG. 19 is also executed for each advertisement, and steps S501 to S507 of the process of FIG. 21 are executed for each advertisement. In the screen 60 shown in FIG. 4, instead of the advertising medium, the browsing points and clicks for each advertisement Point, attribution score, the CRM value is displayed. As a result, it is possible to grasp what kind of creative is exposed, what kind of route is followed by conversion, and what kind of sales or the like. Therefore, it is possible to effectively consider what kind of creative is to be put out even when the case is put out on the same advertising medium. In addition, a viewing point, a click point, an attribution score, and a CRM value can be calculated for each combination of the advertising medium and the creative.

  In this embodiment, it is assumed that the conversion occurs in the EC server 12, but the site where the conversion occurs may be different from the site where the commercial transaction is performed after the conversion. In this case, it is assumed that a site where subsequent commercial transactions are performed is set in the conversion advertisement log. Thereby, the occurrence of conversion according to the advertisement is associated with the subsequent CRM information.

  In the present embodiment, the browsing point, click point, attribution score, and CRM value of the advertising medium are calculated using all the advertising logs, but these are calculated for each campaign or each promotion. May be. In this case, only the advertisement log including the creative ID corresponding to the campaign ID or the promotion ID may be processed. When there is a weak point in advertising media due to a campaign or promotion, it can be easily grasped.

  In this embodiment, in order to specify which campaign the displayed advertisement is from, the campaign ID corresponding to the creative ID is searched from the promotion storage unit 231, but the URL of the advertisement log is analyzed. The campaign may be specified according to the advertisement medium or the web page on which the advertisement is displayed. In this case, the same advertisement can be used for a plurality of campaigns.

  In addition, the analysis server 20 stores user attributes, groups users who have generated conversions according to the attributes, and browse points, click points, attribution scores, and CRM values for each advertisement medium for each group. May be calculated. In this case, it is possible to detect a change in the click rate of the advertising medium depending on the attribute of the user, and it is possible to easily grasp what kind of attribute the user is suitable for which advertising medium. Therefore, it is possible to effectively select an advertising medium to which an advertisement is invested according to the attribute of the user targeted for the advertisement.

  In the present embodiment, the attribution score is calculated by adding both the browsing point and the click point. However, only the browsing point or the click point may be used as the attribution score. Good. Furthermore, in addition to at least one of the browsing points and the click points, points that have been guided to the search engine (hereinafter referred to as search contribution points) may be added or displayed. When calculating the search contribution points, the route analysis unit 213 analyzes the route to the search engine advertising medium, the initial medium, and the promotion (search contribution final medium) that was contacted immediately before accessing the search engine, A promotion (search contribution intermediate medium) that has been in contact between the initial medium and the search contribution final medium is specified, and the attribution score calculation unit 214 uses the browsing point and the click point for the route in the same manner as the attribution score. May be calculated. In this case, the weights for the initial medium, the search contribution intermediate medium, and the search contribution final medium are calculated using weights different from the weights (stored in the weight storage unit 234) for the initial medium, the intermediate medium, and the final medium. be able to. In addition, the attribution score calculation unit 214 may give points to the advertisement medium immediately before the advertisement medium of the search engine.

  Search contribution points can also be given when the search engine is not an advertising medium. In this case, if the referrer of the ad log whose contact type is “Conversion” is analyzed and it is found that the landing page is a transition from the search engine, the search contribution point is set for the immediately preceding advertising medium. Can be granted. Thereby, it is possible to evaluate that the user browsed the advertisement on the advertisement medium and then led to the inflow from the search engine.

  In the present embodiment, the incentive is expressed as a percentage of the advertisement fee. However, the incentive is not limited to this and may be an amount. In this case, a value obtained by dividing the incentive by the advertisement fee can be calculated and used for the above-described processing.

  Although the present embodiment has been described above, the above embodiment is intended to facilitate understanding of the present invention and is not intended to limit the present invention. The present invention can be changed and improved without departing from the gist thereof, and the present invention includes equivalents thereof.

211 Advertising log acquisition unit 212 CRM log acquisition unit 213 Route analysis unit 214 Attribution score calculation unit 215 CRM analysis unit 216 Analysis result output unit 231 Promotion storage unit 232 Advertisement log storage unit 233 CRM log storage unit 234 Weight storage unit 235 Incentive Memory

Claims (16)

A device that supports advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
A path analysis unit that identifies the initial medium, the intermediate medium, and the final medium based on the path information;
An evaluation value for calculating the number of clicks in each of the initial medium, the intermediate medium, and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and the weight for each A calculation unit,
The route information further includes information for calculating the number of times the advertisement is displayed by the advertisement medium for the user,
The evaluation value calculation unit further calculates the display count for each advertising medium based on the route information, calculates a click rate based on the display count and the click count, and an advertisement is generated according to the click count. Calculate an evaluation value that is clicked, calculate an evaluation value that an advertisement is displayed according to the click rate, and according to the evaluation value that is clicked and the evaluation value that is displayed Calculating an evaluation value of the advertising medium,
The evaluation value calculation unit
Calculate points according to the number of conversions,
The points are assigned to each of the initial medium, the intermediate medium, and the final medium according to the weight, and when there are a plurality of the intermediate media, the points with respect to the intermediate medium are assigned according to the number of the intermediate media,
For each of the advertising media, calculate the evaluation value for the display by multiplying the allocated point by the click rate,
An advertisement activity support device, characterized in that, for each of the advertising media, the evaluation value of the clicked value is calculated by subtracting the evaluation value of the display from the allocated point. A device that supports advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
A path analysis unit that identifies the initial medium, the intermediate medium, and the final medium based on the path information;
An evaluation value for calculating the number of clicks in each of the initial medium, the intermediate medium, and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and the weight for each A calculation unit;
An incentive value storage unit that stores an incentive value indicating an incentive provided to the user by the advertising medium for each advertising medium;
The said evaluation value calculation part subtracts the value according to the said incentive value from the evaluation value of the said advertising medium, The advertising activity support apparatus characterized by the above-mentioned. A device that supports advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
A path analysis unit that identifies the initial medium, the intermediate medium, and the final medium based on the path information;
An evaluation value for calculating the number of clicks in each of the initial medium, the intermediate medium, and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and the weight for each A calculation unit,
The route analysis unit, based on the route information, when the intermediate medium is a search engine, the search contribution final medium that is the advertisement medium on which the user browses immediately before accessing the search engine And the search contribution intermediate medium that is the advertisement medium on which the advertisement browsed before browsing the advertisement by the search contribution final medium is posted,
The evaluation value calculation unit calculates the number of clicks in each of the initial medium, the search contribution intermediate medium, and the search contribution final medium, and sends the search engine to the search engine for each advertising medium according to the number of clicks. An advertising activity support device, characterized in that an evaluation value for guiding the user is calculated. A device that supports advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
A path analysis unit that identifies the initial medium, the intermediate medium, and the final medium based on the path information;
An evaluation value for calculating the number of clicks in each of the initial medium, the intermediate medium, and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and the weight for each A calculation unit;
For each user, a sales information storage unit that stores sales information related to sales of goods or services corresponding to the conversion;
For each final medium, a sales analysis unit that reads the sales information corresponding to the user who has generated the conversion from the sales information storage unit, and calculates an analysis value according to the sales based on the read sales information When,
An evaluation value output unit that outputs an evaluation value of the advertising medium,
The evaluation value output unit outputs the analysis value corresponding to the final medium together with the evaluation value of the final medium for the final medium,
The sales analysis unit calculates the analysis value by summing the sales,
The sales analysis unit further calculates a repeat rate of the user who has generated the conversion for each final medium based on the read sales information, and based on the total value of the sales and the repeat rate Calculate the lifetime value of the user,
The evaluation value output unit further outputs the lifetime value for the final medium. A device that supports advertising activities,
A route information storage unit that stores, for each user, route information including information for identifying an advertisement viewed by the user before conversion by the user and information for calculating the number of clicks on the advertisement by the user. When,
An initial medium that is an advertising medium on which an initial advertisement that is an advertisement that the user first browsed is posted, a final medium that is an advertising medium on which the final advertisement that is the advertisement that the user browses immediately before the conversion, and , A weight storage for storing a weight for each of the intermediate media as the advertisement media on which the intermediate advertisement as the advertisement browsed before browsing the advertisement immediately before the conversion after the user first viewed the advertisement And
A path analysis unit that identifies the initial advertisement, the intermediate advertisement, and the final advertisement based on the path information;
An evaluation value calculation that calculates the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculates an evaluation value of the advertisement according to the number of clicks and the weight for each And comprising
The route information further includes information for calculating the number of times the advertisement is displayed to the user,
The evaluation value calculation unit further calculates the display count for each advertising medium based on the route information, calculates a click rate based on the display count and the click count, and an advertisement is generated according to the click count. Calculate an evaluation value that is clicked, calculate an evaluation value that an advertisement is displayed according to the click rate, and according to the evaluation value that is clicked and the evaluation value that is displayed Calculate a rating value for the ad,
The evaluation value calculation unit
Calculate points according to the number of conversions,
The points are allocated to the initial advertisement, the intermediate advertisement, and the final advertisement according to the weight, and when there are a plurality of the intermediate advertisements, the points for the intermediate advertisement are allocated according to the number of the intermediate advertisements,
For each of the advertisements, calculate the evaluation value of the display by multiplying the distributed points by the click rate,
For each of the advertisements, an advertisement activity support device, wherein the evaluation value of the clicked value is calculated by subtracting the evaluation value of the displayed value from the allocated points. A device that supports advertising activities,
A route information storage unit that stores, for each user, route information including information for identifying an advertisement viewed by the user before conversion by the user and information for calculating the number of clicks on the advertisement by the user. When,
An initial advertisement that the user first viewed, a final advertisement that the user viewed immediately before the conversion, and an advertisement immediately before the conversion after the user first viewed the advertisement. A weight storage unit for storing a weight for each of the intermediate advertisements that are the advertisements browsed before browsing;
A path analysis unit that identifies the initial advertisement, the intermediate advertisement, and the final advertisement based on the path information;
An evaluation value calculation that calculates the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculates an evaluation value of the advertisement according to the number of clicks and the weight for each And
An incentive value storage unit for storing an incentive value indicating an incentive provided by the advertisement to the user for each advertisement;
The said evaluation value calculation part subtracts the value according to the said incentive value from the evaluation value of the said advertisement, The advertising activity support apparatus characterized by the above-mentioned. A method for supporting advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A computer comprising: a weight storage unit that stores weights for each of the intermediate media that are the advertising media on which the advertisements that have been browsed before browsing the advertisement immediately before the conversion are browsed,
Identifying the initial medium, the intermediate medium and the final medium based on the path information;
Calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and a weight for each of the click medium; Run,
The route information further includes information for calculating the number of times the advertisement is displayed by the advertisement medium for the user,
Calculating the evaluation value is further based on the path information calculated the impressions for each of the advertising medium, the impressions and to calculate the click rate based on the number of clicks, depending on the number of clicks The evaluation value that the advertisement is clicked is calculated, the evaluation value that the advertisement is displayed according to the click rate is calculated, the evaluation value that the advertisement is clicked, and the evaluation value that the display is displayed And calculating an evaluation value of the advertising medium according to
The step of calculating the evaluation value of the advertising medium includes:
Calculating points according to the number of conversions;
Assigning the points to each of the initial medium, the intermediate medium, and the final medium according to the weight, and assigning the points to the intermediate medium according to the number of intermediate media when there are a plurality of intermediate media; ,
For each of the advertising media, multiplying the allocated points by the click rate to calculate an evaluation value for the display;
Subtracting the displayed evaluation value from the allocated points for each of the advertising media, and calculating the clicked evaluation value. A method for supporting advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
A computer comprising, for each advertising medium, an incentive value storage unit that stores an incentive value indicating an incentive provided by the advertising medium to the user,
Identifying the initial medium, the intermediate medium and the final medium based on the path information;
Calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and a weight for each of the click medium; ,
Subtracting a value corresponding to the incentive value from the evaluation value of the advertising medium, and executing the advertising activity support method. A method for supporting advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A computer comprising: a weight storage unit that stores weights for each of the intermediate media that are the advertising media on which the advertisements that have been browsed before browsing the advertisement immediately before the conversion are browsed,
Identifying the initial medium, the intermediate medium and the final medium based on the path information;
Calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and a weight for each of the click medium; Run,
The specifying step is based on the route information, and when the intermediate medium is a search engine, a search contribution final medium that is an advertisement medium on which an advertisement viewed immediately before the user accesses the search engine is posted And identifying a search contribution intermediate medium that is the advertisement medium on which the advertisement browsed before browsing the advertisement by the search contribution final medium is included,
The step of calculating the evaluation value of the advertising medium calculates the number of clicks in each of the initial medium, the search contribution intermediate medium, and the search contribution final medium, and for each advertising medium according to the number of clicks An advertising activity support method comprising the step of calculating an evaluation value for guiding the user to a search engine. A method for supporting advertising activities,
A route information storage unit that stores, for each user, route information including information for identifying an advertisement viewed by the user before conversion by the user and information for calculating the number of clicks on the advertisement by the user. When,
An initial advertisement that the user first viewed, a final advertisement that the user viewed immediately before the conversion, and an advertisement immediately before the conversion after the user first viewed the advertisement. A computer comprising a weight storage unit that stores weights for each of the intermediate advertisements that are the advertisements browsed before browsing,
Identifying the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information;
Calculating the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculating an evaluation value of the advertisement in accordance with the number of clicks and a weight for each of them; Run
The route information further includes information for calculating the number of times the advertisement is displayed to the user,
The step of calculating an evaluation value of the advertisement further calculates the number of display times for each of the advertisements based on the route information, calculates a click rate based on the number of display times and the number of clicks, and according to the number of clicks The evaluation value that the advertisement is clicked is calculated, the evaluation value that the advertisement is displayed according to the click rate is calculated, the evaluation value that the advertisement is clicked, and the evaluation value that the display is displayed Calculating an evaluation value of the advertisement according to
The step of calculating the evaluation value of the advertisement includes:
Calculating points according to the number of conversions;
Distributing the points to each of the initial advertisement, the intermediate advertisement, and the final advertisement according to the weight, and distributing the points for the intermediate advertisement according to the number of intermediate advertisements when there are a plurality of intermediate advertisements; ,
For each of the advertisements, multiplying the allocated points by the click rate to calculate an evaluation value for the display;
Subtracting the displayed evaluation value from the allocated points for each of the advertisements, and calculating the clicked evaluation value. A method for supporting advertising activities,
A route information storage unit that stores, for each user, route information including information for identifying an advertisement viewed by the user before conversion by the user and information for calculating the number of clicks on the advertisement by the user. When,
An initial advertisement that the user first viewed, a final advertisement that the user viewed immediately before the conversion, and an advertisement immediately before the conversion after the user first viewed the advertisement. A weight storage unit for storing a weight for each of the intermediate advertisements that are the advertisements browsed before browsing;
A computer comprising, for each advertisement, an incentive value storage unit that stores an incentive value indicating an incentive provided by the advertisement to the user.
Identifying the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information;
Calculating the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculating an evaluation value of the advertisement in accordance with the number of clicks and a weight for each of them;
And subtracting a value corresponding to the incentive value from the evaluation value of the advertisement. A program to support advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A computer comprising: a weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
Identifying the initial medium, the intermediate medium and the final medium based on the path information;
Calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and a weight for each of the click medium; , Execute
The route information further includes information for calculating the number of times the advertisement is displayed by the advertisement medium for the user,
The step of calculating the evaluation value of the advertising medium further calculates the display count for each advertising medium based on the route information, calculates a click rate based on the display count and the click count, and The evaluation value that the advertisement is clicked according to the number is calculated, the evaluation value that the advertisement is displayed is calculated according to the click rate, and the evaluation value that is clicked and the display value that is displayed Calculating an evaluation value of the advertising medium according to the evaluation value of
The step of calculating the evaluation value of the advertising medium includes:
Calculating points according to the number of conversions;
Assigning the points to each of the initial medium, the intermediate medium, and the final medium according to the weight, and assigning the points to the intermediate medium according to the number of intermediate media when there are a plurality of intermediate media; ,
For each of the advertising media, multiplying the allocated points by the click rate to calculate an evaluation value for the display;
And calculating the clicked evaluation value by subtracting the displayed evaluation value from the allocated points for each of the advertising media. A program to support advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
A computer provided with an incentive value storage unit that stores an incentive value indicating an incentive provided to the user by the advertising medium for each advertising medium.
Identifying the initial medium, the intermediate medium and the final medium based on the path information;
Calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and a weight for each of the click medium; ,
Subtracting a value corresponding to the incentive value from the evaluation value of the advertising medium. A program to support advertising activities,
Stores, for each user, route information including information for specifying an advertising medium on which an advertisement viewed by the user before conversion occurs and information for calculating the number of clicks on the advertisement by the user. A route information storage unit;
An initial medium that is the advertising medium on which the user first viewed the advertisement, a final medium that is the advertising medium on which the user has viewed the advertisement just before the conversion, and the user first displays the advertisement. A computer comprising: a weight storage unit that stores weights for each of the intermediate media, which are the advertising media on which the advertisements that have been viewed before browsing the advertisement immediately before the conversion are viewed,
Identifying the initial medium, the intermediate medium and the final medium based on the path information;
Calculating the number of clicks in each of the initial medium, the intermediate medium and the final medium based on the path information, and calculating an evaluation value of the advertising medium according to the number of clicks and a weight for each of the click medium; , Execute
The specifying step is based on the route information, and when the intermediate medium is a search engine, a search contribution final medium that is an advertisement medium on which an advertisement viewed immediately before the user accesses the search engine is posted And identifying a search contribution intermediate medium that is the advertisement medium on which the advertisement browsed before browsing the advertisement by the search contribution final medium is included,
The step of calculating the evaluation value of the advertising medium calculates the number of clicks in each of the initial medium, the search contribution intermediate medium, and the search contribution final medium, and for each advertising medium according to the number of clicks A program comprising the step of calculating an evaluation value for guiding the user to a search engine. A program to support advertising activities,
A route information storage unit that stores, for each user, route information including information for identifying an advertisement viewed by the user before conversion by the user and information for calculating the number of clicks on the advertisement by the user. When,
An initial advertisement that the user first viewed, a final advertisement that the user viewed immediately before the conversion, and an advertisement immediately before the conversion after the user first viewed the advertisement. A computer comprising a weight storage unit that stores a weight for each of the intermediate advertisements that are the advertisements browsed before browsing,
Identifying the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information;
Calculating the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculating an evaluation value of the advertisement in accordance with the number of clicks and a weight for each of them; And execute
The route information further includes information for calculating the number of times the advertisement is displayed to the user,
The step of calculating an evaluation value of the advertisement further calculates the number of display times for each of the advertisements based on the route information, calculates a click rate based on the number of display times and the number of clicks, and according to the number of clicks The evaluation value that the advertisement is clicked is calculated, the evaluation value that the advertisement is displayed according to the click rate is calculated, the evaluation value that the advertisement is clicked, and the evaluation value that the display is displayed Calculating an evaluation value of the advertisement according to
The step of calculating the evaluation value of the advertisement includes:
Calculating points according to the number of conversions;
Distributing the points to each of the initial advertisement, the intermediate advertisement, and the final advertisement according to the weight, and distributing the points for the intermediate advertisement according to the number of intermediate advertisements when there are a plurality of intermediate advertisements; ,
For each of the advertisements, multiplying the allocated points by the click rate to calculate an evaluation value for the display;
Subtracting the displayed evaluation value from the allocated points and calculating the clicked evaluation value for each of the advertisements. A program to support advertising activities,
A route information storage unit that stores, for each user, route information including information for identifying an advertisement viewed by the user before conversion by the user and information for calculating the number of clicks on the advertisement by the user. When,
An initial advertisement that the user first viewed, a final advertisement that the user viewed immediately before the conversion, and an advertisement immediately before the conversion after the user first viewed the advertisement. A weight storage unit for storing a weight for each of the intermediate advertisements that are the advertisements browsed before browsing;
A computer provided with an incentive value storage unit that stores an incentive value indicating an incentive provided by the advertisement to the user for each advertisement.
Identifying the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information;
Calculating the number of clicks in each of the initial advertisement, the intermediate advertisement, and the final advertisement based on the route information, and calculating an evaluation value of the advertisement in accordance with the number of clicks and a weight for each of them;
Subtracting a value corresponding to the incentive value from the evaluation value of the advertisement.

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