JP6015099B2 - Program and campaign management device - Google Patents

Description

  The present invention relates to a program and a campaign management apparatus.

  The system described in Patent Literature 1 collects customer information at any time, and when a change in the customer information is detected by the collection, the customer who has changed is determined in advance such as a target of a campaign (sales promotion activity). Implement measure processing automatically. The system also analyzes the response rate from customers to the campaign and determines that the response rate does not reach a predetermined value. Automatically change campaign presentations).

  In the system described in Patent Document 2, a first data field composed of information such as the name and contact information of a prospective purchaser of a product is created in a database, and a prospective purchaser searched from the first data field. A second data field is created in which the prospective purchaser is differentiated by the likelihood of the purchase of the product based on the reaction of the prospective purchaser to the advertisement of the product. The prospective purchaser is searched based on the degree of the prospect of the product purchase recorded in, and the product purchase is invited to the retrieved prospective purchaser according to the degree of the prospect of the product purchase.

  The system described in Patent Literature 3 is used for purchasing history / purchase frequency of the product group and related product group, access history / acquisition frequency for information / advertisement related to the product group, event related to the product group, prizes, etc. The level of interest is determined according to the participation history / frequency of participation, the response to notifications by e-mail regarding the product group and related product group, and the response to the granting of benefits such as coupons, etc. In addition to various information and advertisements, services such as events and sweepstakes, and various benefits such as service points and discount coupons are provided.

  The system described in Patent Document 4 records a customer attribute that is information about a customer in advance together with a customer identifier that identifies the customer attribute, and refers to the information about the product referred to when the customer refers to the information about the product. The information about the product is recorded as the information provision history together with the customer identifier of the customer who referred to the information, and the information about the product actually purchased by the customer is recorded as the purchase history together with the customer identifier of the customer who purchased the product. The customer attribute, information provision history, and purchase history of the specific customer are searched according to the customer identifier of the specific customer, and the specific customer recorded in the information provision history and purchase history of the specific customer obtained by the search It analyzes the sales promotion effect of products.

JP 2001-243342 A JP 2000-082095 A Japanese Patent Laid-Open No. 2001-175761 Japanese Patent Application Laid-Open No. 09-153094

  It is an object of the present invention to generate a campaign document that has a higher campaign effect for each customer than when the present invention is not used.

The invention according to claim 1 is directed to an interest object storage means for storing one or more objects of interest of a customer, an interest object targeted for each information content posted in a campaign document provided to the customer in the past, In the event information storage means for storing campaign result information including the presence / absence of a response from the customer to the provision of the campaign document, in the case of generating a new campaign document for the customer, the interest storage means Of the stored interests of the customer, the information information posted in the campaign document in which the fact that there is no response from the customer in the record information storage means is an interest other than the target of interest Campaign document generation that generates new campaign documents that preferentially publish information content about uninterested interests Stage A program to function as, the computer, change detecting means for detecting a change in the interest storing means the customer of interest information stored in, it causes further function as, the campaign document When generating a new campaign document for the customer for the first time after the change is detected by the change detection unit, the generation unit newly adds the change to the new campaign document to be generated the information content of interest to me preferentially, which is a feature and to Help program that.

The invention according to claim 2 is directed to an interest object storage means for storing one or more objects of interest of a customer, an interest object targeted for each information content posted in a campaign document provided to the customer in the past, In the event information storage means for storing campaign result information including the presence / absence of a response from the customer to the provision of the campaign document, in the case of generating a new campaign document for the customer, the interest storage means Of the stored interests of the customer, the information information posted in the campaign document in which the fact that there is no response from the customer in the record information storage means is an interest other than the target of interest Campaign document generation that generates new campaign documents that preferentially publish information content about uninterested interests A program for functioning stage as, the computer, the published number of interest is the number of publishable information content for each combination configured to the campaign document, for a plurality of customers in the past Further function as a response rate calculation means for calculating a campaign response rate for the combination based on the presence or absence of the customer's response to the campaign document that posted the information content about each interest object that constitutes the provided combination, The campaign document generation means is calculated by the response rate calculation means among the combinations of the number of postings made from the untrial interests when the number of untrial interests is larger than the number of postings. Information content for each object of interest that makes up the combination with the highest campaign response rate The web campaign document, the generating the new campaign document, which is a feature and to Help program that.

The invention according to claim 3 is directed to an interest object storage means for storing one or more interest objects of a customer, an interest object targeted by each information content posted in a campaign document provided to the customer in the past, In the event information storage means for storing campaign result information including the presence / absence of a response from the customer to the provision of the campaign document, in the case of generating a new campaign document for the customer, the interest storage means Of the stored interests of the customer, the information information posted in the campaign document in which the fact that there is no response from the customer in the record information storage means is an interest other than the target of interest Campaign document generation that generates new campaign documents that preferentially publish information content about uninterested interests A program for functioning stage as, the computer, the published number of interest is the number of publishable information content for each combination configured to the campaign document, for a plurality of customers in the past Based on the presence or absence of the customer's reaction to the campaign document on which the information content about each object of interest that constitutes the provided combination is provided, it functions as a response rate calculating means for calculating the campaign response rate for the combination, The campaign document generation means, when the number of the unattended interests is 1 or more and less than the number of publications, among the combinations composed of the number of publication interests including at least one of the uninterested interests The combination with the highest campaign response rate calculated by the response rate calculation means is configured. The campaign documents posted information content for each interest that, the produce as a new campaign document, which is a feature and to Help program that.

The invention according to claim 4 includes an interest storage means for storing one or more interests of a customer, an interest targeted by each information content posted in a campaign document provided to the customer in the past, the campaign Stored in the interest storage unit when generating a new campaign document for the customer, and a track record information storing unit that stores campaign result information including the presence or absence of a response from the customer to the provision of the document Of the interests of the customer, the information information posted in the campaign document in which the fact that there is no response from the customer is stored in the record information storage means is an interest other than the interest of interest. and campaign document generation means for generating a new campaign document, which was posted priority to the information content of the trial interest, for, the Change detecting means for detecting a change in the information on the customer's interests stored in the taste target storage means, and the campaign document generating means is the first time after the change is detected by the change detecting means. In the case of generating a new campaign document for the above, the information content about the object of interest newly added by the change is preferentially posted on the generated new campaign document. it is a campaign management apparatus that.

According to the invention which concerns on Claim 1 or 4 , the information content about the object which the customer newly became interested can be integrated in a campaign document.

According to the second aspect of the present invention, when there are a plurality of combinations consisting of only uninterested interests, it is possible to select the one that is most likely to receive the reaction from the past performance of the entire customer. .

According to the third aspect of the present invention, when there are a plurality of combinations including untrial interests, it is possible to select the one having the highest possibility of obtaining a response from the past performance of the entire customer.

It is a figure which shows an example of a campaign management apparatus. It is a figure which shows an example of the content of customer interest object information. It is a figure which shows an example of the content of the results information classified by customer. It is a figure which shows an example of the content of whole performance information. It is a figure which shows the example of the information which recorded the time-sequential change of the customer's interest object. It is a figure which shows the example of the information which recorded the performance of the past several campaign.

  The embodiment described below is an apparatus or system for automatically executing a campaign (promotional activity) for a product or the like, in particular, an apparatus or system for automatically generating a campaign document to be provided to a customer for a campaign. About. The “campaign” here refers to sales promotion activities by providing information to customers using information transmission media such as direct mail (in the form of postcards, sealed letters, etc.) and e-mail. The campaign document is provided to the customer using an information medium such as direct mail (postcard or sealed letter format) or electronic mail. Here, in the present embodiment, a case where the number of information contents that can be posted on the information medium is limited (for example, a case where only one number of information contents determined by area limitation or the like can be placed on one campaign document). Suppose.

  FIG. 1 shows an example of the campaign management apparatus of this embodiment. The campaign management apparatus includes a campaign DB (database) 10, a campaign result input unit 12, a campaign effect analysis unit 14, a customer interest target registration unit 16, a publication information selection unit 18, and a campaign document generation unit 20.

  The campaign DB 10 stores various information for managing campaigns (sales promotion activities). The stored information includes customer interest object information 102, customer-specific performance information 104, and overall performance information 106.

  The customer interest target information 102 is information representing an object or a field of interest for each customer that is the target of the campaign (this kind of object or field is referred to as an “interest of interest”).

  FIG. 2 shows an example of the customer interest object information 102. This example is an example of customer interest object information 102 used in a campaign of a sporting goods store. For four customers whose customer IDs (identification information) are A to D, baseball, soccer, surfing, tennis, The table shows the interest in the five sports fields of bicycles. In this figure, a circle (“◯”) indicates an interest and an unmarked (blank) indicates no interest. The example of FIG. 2 shows that the interest object of the customer A is all these five fields, and the interest object of the customer C is the four fields other than baseball.

  The customer interest object information 102 is registered via the customer interest object registration unit 16. For the registration of the customer interest object information, an existing or developed technology may be used.

  In one example, the customer interest object registration unit 16 is constructed as a web server, and provides a web page for a questionnaire for selecting an interest object to the customer. For example, the questionnaire web page includes a list of candidate options of interest. The customer operates the web browser of his / her information terminal to log in to the customer interest registration unit 16 (the web server identifies the customer ID), acquires the questionnaire web page, and from the list in the page Select several things that you are interested in (for example, check the check box provided for each candidate) and send the selection results to the web server. Thereby, the customer interest target registration unit 16 acquires information on the interest of interest selected by the customer, and registers the information in the customer interest target information 102 in association with the ID of the customer.

  In another example, the information on the store side is used to manually input the information of interest entered by the customer on the paper questionnaire form, such as when the worker manually inputs the information into the customer interest registration unit 16. A method may be used in which a member inputs data.

  The customer-specific performance information 104 is information indicating the performance of each customer regarding campaigns conducted in the past. The “actual results” mentioned here include information indicating which interests the information content posted in the campaign documents sent to customers in past campaigns and the customer's reaction to the campaign documents. Information indicating whether or not there is included is included. The company or store to which the campaign management apparatus of the embodiment is applied can determine what is considered to be “reaction”. In one example, it is considered that there is a “reaction” by having visited a store in accordance with a campaign document. In this case, the “visit” includes a case where the customer actually visits the actual store and a case where the customer logs in to a shopping site of a company or store on the WWW (World Wide Web). It is up to the company or store to decide whether to consider “visit” as “visit”. In another example, it may be considered that there is a “reaction” when a customer visits a store and purchases a product.

  Of the customer-specific performance information 104, the campaign management device itself that generated the campaign document may record which information content of interest is posted in the campaign document sent to each customer in the past campaign.

  Further, the presence / absence of the customer's reaction to the campaign document is input by the campaign result input unit 12 provided in the store or shopping site. As an input mechanism in the campaign result input unit 12, various existing techniques or techniques developed in the future may be used. For example, an image code (barcode, etc., in the case of a paper campaign document) including customer identification information is embedded in the campaign document, and the image code in the campaign document brought by the customer is entered into the campaign result. As an example of the unit 12, there is a method such as reading with a code reader installed in a store. As another example, when a customer reads an image code on a campaign document with a camera of a mobile terminal, an application of the mobile terminal accesses a shopping site associated with the image code. There is also a method of recognizing the customer ID. For example, for a customer who does not input “response” by the end of the campaign period, “no response” may be registered as a result of the campaign.

  FIG. 3 shows an example of the data content of the performance information 104 for each customer. In this example, customer performance information 104 includes only performance information for the latest (ie, “last time”) campaign that has been implemented. In this example, information contents of two fields of interest are posted in the campaign document. In the example of the data content of FIG. 3, for example, a direct mail including information contents (for example, advertisement of campaign products) in the fields of “surfing” and “bicycle” in the previous campaign is sent to the customer C, and the customer C C shows that there was a “reaction”. Of the four customers A to D shown in the figure, only the customer D has not been registered in the campaign management apparatus at the time of the previous campaign, and therefore there is no information on the previous campaign results.

  The overall performance information 106 is information on the total results of the performance of the entire customer regarding the campaigns performed in the past. FIG. 4 shows an example of the data content of the overall performance information 106. In this example, for each combination of interests related to information content posted in a campaign document sent to a customer in a past campaign (in this example, two contents of interest are posted in one document), the campaign that posted the combination The percentage of customers who responded (“response rate”) among the customers to whom documents are sent is registered. Further, as shown in the figure, the overall performance information 106 may be registered with information in order of decreasing response rate.

  As for the overall performance information 106, the campaign effect analysis unit 14 aggregates the campaign performance information of each customer input from the campaign result input unit 12 (that is, the combination of the interest fields of the content posted in the campaign document and the presence or absence of reaction). Created by.

  The overall performance information 106 may be obtained from only the result of the previous campaign, or may be obtained in a comprehensive manner from the results of all past campaigns. In the latter case, the response rate may be calculated by using the results of all past campaigns as the same weight, or the response rate may be calculated by increasing the weight of a campaign closer to the present.

  When receiving an instruction to execute a new campaign, the publishing information selection unit 18 responds to a campaign document to be sent to a campaign target customer based on the information 102, 104, and 106 in the campaign DB 10. Select a combination of interests to post information content. In the following, a case where two pieces of information content of interest are posted on a campaign document is taken as an example.

  When using customer-specific performance information for the previous campaign as in the example of FIG. 3, the posting information selection unit 18 determines the interest to be posted according to the following rules 1 to 3.

(Rule 1) For a customer who is “reactive” with respect to the previous campaign, the combination of interests that were adopted for the customer in the previous campaign (that is, the information content was posted in the campaign document sent to the customer) ( The same combination as the “previous combination” is selected as the posting target.

(Rule 2) For customers who are “no response” with respect to the previous campaign, a combination (hereinafter referred to as “candidate combination”) that selects two of the interests of the customer registered in the customer interest information 102 Among them, a combination different from the previous combination is selected for posting. That is, in this selection, among the interest objects of the customer, the interest objects not included in the previous combination are preferentially selected. This rule 2 is divided into the following two detailed rules. When the customer does not correspond to the case of rule 1, the posting information selection unit 18 applies the following detailed rules 2.1 and 2.2 in order.
(Detailed Rule 2.1) If there is a combination consisting only of interests not included in the previous combination among candidate combinations, such a combination is selected as a publication target. Here, if there are 3 or more interests that are not included in the previous combination among the interests registered by the customer (that is, if there are more interests in the campaign document), only the interests that are not included in the previous combination There are a plurality of combinations consisting of. In this case, the combination with the highest reaction rate registered in the overall performance information 106 among the plurality of combinations is selected as the posting target.
(Detailed Rule 2.2) If there is no combination consisting only of interests not included in the previous combination in the candidate combination, one of the candidate combinations and the last combination included in the previous combination It is checked whether there is a combination consisting of one interest object that is not included, and if there is a corresponding combination, such a combination is selected as a publication target. Here, when there are a plurality of such combinations, the combination having the highest reaction rate registered in the overall performance information 106 is selected as the posting target.

(Rule 3) For a customer who is “no response” to the previous campaign, there is no combination other than the previous combination in the candidate combination (that is, there is only one candidate combination, and this is the previous combination that did not respond If it is equal to the combination), the combination to be posted is selected in the mode selected by the store from the following two modes. The first mode is in line with the idea of giving priority to the registered contents of interest by the customer, and adopts the previous combination for this campaign (even if there was no response in the previous combination). It is. The second mode emphasizes that the customer did not react to the previous combination rather than the registered contents of the customer, and a combination of two interests other than the interests registered by the customer. Among them, the combination with the highest response rate registered in the overall performance information 106 is selected as the publication target.

(Rule 4) For customers who have no previous campaign performance information, the combination with the highest response rate registered in the overall performance information 106 is selected for publication.

  The posting information selection unit 18 selects a combination of posting targets according to a corresponding rule among the rules 1 to 3 for each campaign target customer.

  When a new campaign is executed, the campaign document generation unit 20 generates a campaign document customized for each customer (customized campaign document 32) for each campaign target customer. More specifically, the campaign document generation unit 20 receives, for each customer, information on a combination of posting targets selected for the customer from the posting information selection unit 18, and information content about each interest object included in the combination. Is acquired from the content DB (not shown), and the acquired information content of each object of interest is poured into the template data 30 to generate a customized campaign document 32 for each customer. It is assumed that information content related to each interest object for the current campaign is prepared in the content DB. Here, the template data 30 is data that defines the document content (combination of text and images, etc.) of the standard part of the campaign document, and includes as many fields as the number of publications (in this example, 2 in this example). One) contains. In addition to this, the template data 30 may include a field into which customer information such as a customer's name, zip code, address, etc. (however, these are only examples). In this case, the campaign document generation unit 20 The customer information retrieved from the customer information DB (not shown) is poured into the corresponding field in the template data 30.

  Next, a first modification will be described. In this modification, it is considered that the customer interest object information 102 is updated. The apparatus configuration of this modification may be the same as that shown in FIG.

  In the first modified example, information indicating a time-series change of interest as shown in FIG. 5 is registered in the customer interest information 102 for each customer. The example of FIG. 5 shows a time-series change of the object of interest registered by the customer C. In this example, the customer C registered that “baseball”, “soccer”, “tennis”, and “bicycle” are of interest on December 24, 2011, but then on March 15, 2012, The target has been changed to "Soccer", "Surfing", "Tennis", and "Bicycle", and it has reached the present. The information of the last update (March 15) is the latest information that is currently applied. As in this example, the customer interest object information 102 includes at least the latest interest object of the customer and information on the interest object of the previous time (ie, immediately before being updated to the “latest” state) for each customer. (Of course, there is no previous interest for newly registered customers). Note that the customer interest object information 102 may include information on interest objects prior to the previous time.

  In the first modification, for a customer whose interest registration has been changed after the previous campaign, the change is taken into account when selecting a combination of interests to be posted in the campaign document for the customer. Here, even if an interest object update operation is performed, if there is no change in the combination of interest objects before and after the update operation, it is assumed that there is no change in the registered contents of the interest object. For customers whose interest registration information has not been changed after the previous campaign, the posting information selection unit 18 may perform the same selection process as in the above embodiment. Below, the process about the customer whose registration contents of interest change after the last campaign is demonstrated.

  The basic idea (referred to as “selection rule A”) is that if there is a new interest object added to the customer's interest object due to the “change”, the newly added interest object is given priority. Therefore, it is included in the combination posted in the campaign document addressed to the customer.

  For example, in the detailed rules 2.1 and 2.2 of rule 2 described above, a combination including an interest of interest newly added by “change” is preferentially selected. Rule 3 is the same, and in the second mode described above, a combination including an interest object newly added by “change” is preferentially selected (in the case of the first mode, the latest interest object of the customer concerned). Is a single combination and will be adopted). In any case, when there are three or more newly added interests due to “change” (more than the number that can be listed in the document), two of the newly added interests (that is, campaigns) Of the combinations selected for each (number of publications in the document), the combination with the highest response rate registered in the overall performance information 106 is selected as the publication target.

  Further, with respect to the above-mentioned rule 1, the method of selecting the combinations to be posted in the campaign document differs depending on whether rule 1 or selection rule A is given priority. That is, when rule 1 is prioritized, the current campaign document for the customer is given priority over the interests included in the previous combination that the customer has responded to over the interests newly added by “change”. Posted in On the contrary, when the selection rule A is given priority, the interest object newly added by “change” is selected for the customer this time rather than the interest object included in the previous combination in which the customer reacted. Place priority in campaign documents. More details are as follows.

  That is, when Rule 1 is given priority, among the interests included in the previous combination that has been reacted by the customer, those that remain in the customer's interest after the “change” are combinations to be posted in the current campaign document. To leave. If both of the interests included in the previous combination that the customer has reacted to remain the customer's interests after the “change”, the previous combination is adopted as it is. On the other hand, when one or more of the objects of interest included in the previous combination are deleted by “change” (for example, “baseball” is deleted by updating 3/15 in the example of FIG. 5), the deletion The interest object newly added by “change” is included in the combination of the current posting object in place of the interest object. In this case, when there are a plurality of such combinations, the combination having the highest response rate registered in the overall performance information 106 is selected as the posting target.

  If selection rule A is prioritized, if there is an interest that is newly added to the customer's interest due to "change", the interest included in the previous combination may remain after "change" Even if it does not remain, the newly added interest object is preferentially included in the combination of posting objects. When the number of interests newly added by “change” exceeds the number of publications in the campaign document, the response rate registered in the overall performance information 106 is the highest among the newly added combinations of interests. Select higher combinations for inclusion.

  If the number of interests newly added due to “change” is less than the number listed in the campaign document, the interests included in the previous combination that have not been deleted after “change” In addition, we secure interest of publication number. If this is not enough, it is only necessary to further add interests that are not included in the previous combination but are included in the interests of the customer after “change”. In any case, when there are a plurality of candidate combinations, the combination having the highest response rate registered in the overall performance information 106 is selected as the posting target.

  The above is an example of a customer who has been added as an object of interest due to “change”. On the other hand, for a customer who has not been added to the object of interest due to “change” and has only been deleted, the case corresponding to rule 2 or 3 may be basically the same processing as in the above-described embodiment. Further, among the cases corresponding to the rule 1, even when there is no object of interest included in the previous combination deleted by “change”, the same processing as in the above-described embodiment may be performed. Among the cases corresponding to Rule 1, if there are interests included in the previous combination that have been deleted by "change", the same number of interests as the deleted interests in the previous combination Is replaced with one of the interests after the “change” of the customer, thereby obtaining a combination to be posted in the current campaign document. When there are a plurality of combinations that have been replaced, the combination having the highest response rate registered in the overall performance information 106 is selected as the posting target.

  Next, a second modification will be described. In the above-described embodiment and the first modification, only the results in the previous campaign are used as the customer-specific result information 104. On the other hand, in the second modified example, as shown in FIG. 6, the previous and previous campaign result information is also recorded in the customer-specific result information 104, and the latest (that is, the latest) store side is designated in advance. Based on the number of campaign results (two or more), the interests to be included in the new campaign document for each customer are selected. Although the example of FIG. 6 is the performance information about the customer C, the past performance information of each campaign is also recorded for other customers.

  In this second modification, the posting information selection unit 18 has all the results of a predetermined number of campaigns (hereinafter referred to as “consideration campaigns”) immediately included in a customer's performance information 104. If “no response”, basically the same processing as rule 2 in the above embodiment is performed for the customer. That is, among the candidate combinations, a combination consisting only of interests that have never been selected in the campaign to be considered (the combination with the highest response rate registered in the overall performance information 106 when there are a plurality of such combinations). If there is, it is set as a combination of posting targets for a new campaign (corresponding to Detailed Regulation 2.1). If there is no combination consisting only of interests that have never been selected in those campaigns in the candidate combination, the combination that contains the largest number of interests that have never been selected in the consideration campaign among the candidate combinations When there are a plurality of such combinations, the combination having the highest response rate registered in the overall performance information 106 is selected (corresponding to detailed rule 2.2).

  Also, when all the consideration target campaigns of a certain customer are “no response”, the candidate combination of the customer does not include any one of interests that has never been selected in the consideration target campaign ( In other words, all the interests registered by the customer have been posted in any of the campaigns to be considered), in the first mode or the second mode similar to the rule 3 of the above embodiment, the store side Adopt the selected mode. That is, when the first mode is selected, for example, the combination with the highest response rate registered in the overall performance information 106 is selected from the combinations posted in the consideration target campaign. When the second mode is selected, the combination having the highest response rate registered in the overall performance information 106 is selected from the combinations of the interests other than the interests registered by the customer. (According to this process, the combination used in the consideration target campaign is not selected).

  In the second modified example, as in the first modified example, “change” of the customer interest object information 102 may be considered. In the above example, the most recent predetermined number of campaigns are considered as the target campaign. However, when the change of the customer interest target information 102 is considered, out of the most recent predetermined number of campaigns, The campaign that is earlier in time than the last “change” may be excluded from the campaigns to be considered. Other processes may be the same as in the above example.

  The campaign management apparatus exemplified above is realized, for example, by causing a general-purpose computer to execute a program representing the processing of each functional module described above. Here, the computer includes, as hardware, a microprocessor such as a CPU, a memory (primary storage) such as a random access memory (RAM) and a read only memory (ROM), an HDD controller that controls an HDD (hard disk drive), Various I / O (input / output) interfaces, network interfaces that perform control for connection to a network such as a local area network, and the like have a circuit configuration connected via a bus, for example. Also, portable non-volatile recording of various standards such as a disk drive and a flash memory for reading and / or writing to a portable disk recording medium such as a CD or a DVD via the I / O interface, for example. A memory reader / writer for reading from and / or writing to a medium may be connected. A program in which the processing contents of each functional module exemplified above are described is stored in a fixed storage device such as a hard disk drive via a recording medium such as a CD or DVD, or via a communication means such as a network, and stored in a computer. Installed. The program stored in the fixed storage device is read into the RAM and executed by a microprocessor such as a CPU, thereby realizing the functional module group exemplified above. Further, the component groups of the campaign management apparatus exemplified above are distributed and implemented on a plurality of computers that can communicate with each other via a network, and these distributed component groups communicate with each other via a network. As a result, the functions of the campaign management apparatus described above may be realized.

  10 Campaign DB (database), 12 Campaign result input section, 14 Campaign effect analysis section, 16 Customer interest registration section, 18 Posting information selection section, 20 Campaign document generation section, 30 Template data, 32 Customized campaign document, 102 Customer Interest information, 104 customer-specific performance information, 106 overall performance information.

Claims (4)

Computer
Interest storage means for storing one or more interests of the customer;
Performance information for storing campaign performance information including interests targeted by each information content posted in the campaign document provided to the customer in the past and whether or not the customer has responded to the provision of the campaign document. Storage means,
When generating a new campaign document for the customer, among the interests of the customer stored in the interest storage means, the fact information storage means that there is no response from the customer is stored. A campaign document generating means for generating a new campaign document preferentially posting information content about an unattended interest that is an interest other than an interest targeted by each information content posted in the campaign document;
Is a program for functioning as
And further causing the computer to function as change detection means for detecting changes in the information on the customer's interests stored in the interest storage means,
The campaign document generation means, when generating a new campaign document for the first time towards the customer after the change has been detected by said change detecting means, with respect to the new campaign document to be generated, by the change posting information content about the newly added interest preferentially, features and to Help program that. Computer
Interest storage means for storing one or more interests of the customer;
Performance information for storing campaign performance information including interests targeted by each information content posted in the campaign document provided to the customer in the past and whether or not the customer has responded to the provision of the campaign document. Storage means,
When generating a new campaign document for the customer, among the interests of the customer stored in the interest storage means, the fact information storage means that there is no response from the customer is stored. A campaign document generating means for generating a new campaign document preferentially posting information content about an unattended interest that is an interest other than an interest targeted by each information content posted in the campaign document;
Is a program for functioning as
For each combination of interest that constitutes the combination provided to a plurality of customers in the past, for each combination constituted by the number of publications that is the number of information contents that can be published in the campaign document. Further function as a response rate calculation means for calculating the campaign response rate for the combination based on the presence or absence of the customer's response to the campaign document containing the information content,
The campaign document generation means is calculated by the response rate calculation means among the combinations of the number of postings made from the untrial interests when the number of untrial interests is larger than the number of postings. Generating a campaign document that includes information content for each object of interest that constitutes the combination having the highest campaign response rate as the new campaign document;
Features and to Help program that. Computer
Interest storage means for storing one or more interests of the customer;
Performance information for storing campaign performance information including interests targeted by each information content posted in the campaign document provided to the customer in the past and whether or not the customer has responded to the provision of the campaign document. Storage means,
When generating a new campaign document for the customer, among the interests of the customer stored in the interest storage means, the fact information storage means that there is no response from the customer is stored. A campaign document generating means for generating a new campaign document preferentially posting information content about an unattended interest that is an interest other than an interest targeted by each information content posted in the campaign document;
Is a program for functioning as
For each combination of interest that constitutes the combination provided to a plurality of customers in the past, for each combination constituted by the number of publications that is the number of information contents that can be published in the campaign document. Based on the presence or absence of the customer's reaction to the campaign document containing the information content, it functions as a response rate calculation means for calculating the campaign response rate for the combination,
The campaign document generation means, when the number of untrial interests is 1 or more and less than the number of publications, a combination of the publication number of interests including at least one of the uninterested interests Among them, a campaign document in which information content about each object of interest constituting the combination having the highest campaign response rate calculated by the response rate calculating means is generated as the new campaign document.
Features and to Help program that. Interest storage means for storing one or more interests of the customer;
Performance information for storing campaign performance information including interests targeted by each information content posted in the campaign document provided to the customer in the past and whether or not the customer has responded to the provision of the campaign document. Storage means;
When generating a new campaign document for the customer, among the interests of the customer stored in the interest storage means, the fact information storage means that there is no response from the customer is stored. A campaign document generating means for generating a new campaign document preferentially posting information content about an unattended interest that is an interest other than the interest targeted by each information content posted in the campaign document;
Change detection means for detecting a change in the information on the customer's interests stored in the interest storage means;
With
When the campaign document generation unit generates a new campaign document for the customer for the first time after the change is detected by the change detection unit, the campaign document generation unit performs the change on the generated new campaign document. A campaign management apparatus characterized by preferentially posting information content about a newly added object of interest .