JP6599126B2 - Segment management system and program - Google Patents

Description

  The present invention relates to technology for dividing customers into segments in marketing activities.

  Conventionally, marketing activities such as distributing emails to users and posting advertisements on websites have been performed. When conducting such marketing activities, it is necessary to divide customers into segments based on regions, ages, etc., define target segments, and carry out effective advertising distribution to the segments. Is called.

JP 2004-54439 A

  In the above-described method, it is necessary to change the segment axis and add an optimal target while taking into account the effects of marketing.

  However, in the prior art, whenever a segment axis is changed or added, a program development using a database language or the like is necessary, and marketing activities targeting a desired segment cannot be easily performed.

  The present invention has been made in view of the above points, and an object of the present invention is to provide a technique that makes it possible to easily carry out marketing activities targeting a desired segment.

According to an embodiment of the present invention, there is a segment management system for managing segments related to user information,
Stores a user information table that holds attribute values for each attribute for each user ID, a meta table that holds item names for each attribute in the user information table, and a segment table that holds segment condition information for each segment. A database,
An input screen is displayed on a terminal connected to the segment management system via a network, an item name and condition information input to the input screen are received from the terminal, and the condition information is related to the item name. Information setting means for storing in the segment table as segment condition information,
The information setting means acquires one or more item names from the meta table, includes the one or more item names in information for displaying the input screen, and includes the one or more item names. Information to the terminal,
In the terminal, the one or more item names are displayed so as to be selectable on the input screen. When a certain item name is selected by the user of the terminal, an input field for condition information related to the item name is displayed. A segment management system is provided in which the condition information is input to the input field .

  According to the embodiment of the present invention, a technique is provided that makes it possible to easily perform a marketing activity targeting a desired segment.

It is a system configuration figure concerning an embodiment of the invention. It is a figure which shows the example of the table stored in the database. It is a figure which shows the example of the table stored in the database. It is a figure which shows the example of the table stored in the database. It is a figure which shows the example of the table stored in the database. It is a sequence diagram of information setting. It is a figure for demonstrating segment condition setting. It is a sequence diagram which shows the procedure of the content display using a segment.

  Embodiments of the present invention will be described below with reference to the drawings. The embodiment described below is only an example, and the embodiment to which the present invention is applied is not limited to the following embodiment.

(System configuration example)
FIG. 1 shows a configuration example of a system according to an embodiment of the present invention. As shown in FIG. 1, the system according to the present embodiment includes an information setting device 100, a database 200, and an information providing device 300. In addition, the operator terminal 10 is connected to the information setting apparatus 100, and the user terminal 20 is connected to the information providing apparatus 300.

  As shown in the figure, devices connected by a line are connected by a network. However, if data can be transmitted and received between the devices, the devices are connected by any network (Internet, private network, etc.). May be.

  The operator terminal 10 is a terminal used by a person in charge (referred to as an operator) of a company that performs marketing activities by using the system according to the present embodiment, for example. The information setting device 100 is a device that stores (sets) information such as item names and segments described later in the database 200 based on input information from the operator terminal 10.

  As illustrated in FIG. 1, the information setting device 100 includes a screen providing unit 101 and an information setting unit 102. The screen providing unit 101 corresponds to, for example, a Web server, and provides a screen for inputting information in response to access from the operator terminal 10 and receives information input on the screen at the operator terminal 10. And has a function of passing the information to the information setting unit 102.

  The information setting unit 102 includes a function of storing the information received from the operator terminal 10 in the database 200, a function of searching and acquiring information already stored from the database 200, and the like.

  In the present embodiment, it is assumed that the database 200 is a general relational database system, but the present invention is not limited to this. The database 200 may be a single device as a database server, or may be a functional unit in the information setting device 100 or the information providing device 300. When the database 200 is provided in the information setting device 100 or the information providing device 300, a mechanism for sharing the same information between the information setting device 100 and the information providing device 300 is provided. An example of a table stored in the database 200 will be described later.

  The user terminal 20 is a user terminal 20 of a user (customer) who can be a target of a company that performs marketing activities by using the system according to the present embodiment. Although FIG. 1 shows one user terminal 20, this is merely a representative, and there are actually many user terminals.

  The information providing apparatus 300 uses the data stored in the database 200 to determine whether the user of the user terminal 20 corresponds to a predetermined segment based on access (login) from the user terminal 20. And a function for executing a predetermined action when the segment falls under the category. In the present embodiment, content (HTML data) is provided as the action, but this is an example.

  As illustrated in FIG. 1, the information providing apparatus 300 includes a request processing unit 301, a search processing unit 302, a segment match determination unit 303, and an information providing unit 304. As an example, the request processing unit 301 and the information providing unit 304 correspond to a Web server.

  The request processing unit 301 receives a request from the user terminal 20 and passes information related to the request to the search processing unit 302. The search processing unit 302 searches the database 200 based on the information. The segment match determination unit 303 determines whether the user matches the segment. For example, the information providing unit 304 transmits content corresponding to the matched segment to the user terminal 20.

  Each of the information setting device 100 and the information providing device 300 may be composed of a plurality of devices (servers) connected to the network. Further, the information setting device 100 and the information providing device 300 may be configured as one device.

  As described above, the physical configuration of the system according to the present embodiment is not limited to a specific configuration and can take various forms. In any form, the system according to the present embodiment is configured as a segment management system having an information setting unit having the function of the information setting device 100, a database 200, and an information providing unit having the function of the information providing device 300. it can.

  The information setting device 100 and the information providing device 300 according to the present embodiment can be realized by causing a computer to execute a program describing the processing contents of each device described in the present embodiment. In other words, the functions of each device can be realized by executing a program corresponding to processing executed in the device using hardware resources such as a CPU, memory, and hard disk built in the computer. It is. The above-mentioned program can be recorded on a computer-readable recording medium (portable memory or the like), stored, or distributed. It is also possible to provide the program through a network such as the Internet or electronic mail.

(Example of table stored in database 200)
In the present embodiment, the database 200 stores a numerical attribute table, a date attribute table, a character string attribute table, a meta table, and a segment table. Note that storing these tables is only an example. For example, in addition to a numerical attribute table, a date attribute table, and a character string attribute table, another table may be added, or a single attribute table including a plurality of types of attributes (numerical values, dates, characters, etc.) is provided. It is good as well.

  In addition, a numerical attribute table, a date attribute table, a character string attribute table, a meta table, and a segment table are provided for each entity (company, etc.) that uses the system according to the present embodiment. The operator can acquire information on the table of his company or set information in the table by the operator ID.

  FIG. 2A shows a numerical attribute table. As shown in FIG. 2A, the numerical value attribute table includes a numerical attribute (numeric attribute 1, numerical attribute 2,...) For each user ID (user 1, user 2,...). Stores the value. The meaning of each numerical attribute (numerical attribute 1, numerical attribute 2,...) Can be defined as an item name in the meta table. For example, age and the like are stored in the numerical attribute table.

  Each value (user information) can be input from the operator terminal 10 by an operator, for example. You can also import from other systems. The same applies to the character string attribute table and the date attribute table.

  FIG. 2B shows a character string attribute table. As shown in FIG. 2B, the character string attribute table includes character string attributes (character string attribute 1, character string attribute 2,...) For each user ID (user 1, user 2,...). ..) is stored. The meaning of each character string attribute (character string attribute 1, character string attribute 2,...) Can be defined as an item name in the meta table. The character string attribute table stores, for example, questionnaire response results.

  FIG. 3A shows a date attribute table. As shown in FIG. 3A, the date attribute table includes a date attribute (date attribute 1, date attribute 2,...) For each user ID (user 1, user 2,...). Stores the value. The meaning of each date attribute (date attribute 1, date attribute 2,...) Can be defined as an item name in the meta table. In the date attribute table, for example, a membership date for a certain service is stored.

  FIG. 3B shows a meta table. As shown in FIG. 3B, the meta table stores the item name of each attribute of each table together with the meta ID. In the example shown in FIG. 3B, it is indicated that the item name of the numerical attribute 1 is “child's age”. The item name of the meta table can be input from the operator terminal 10 by the operator.

  FIG. 4 shows the segment table. As shown in FIG. 4, the segment table stores conditions (ranges and the like on each axis) that define the segment together with the segment ID. The condition can be input from the operator terminal 10 by the operator. In the example of FIG. 4, for example, the condition for the segment ID 1 is that the meta ID 1 is in the range of 10 to 19. That is, assuming that the meta ID is as shown in FIG. 3B, the segment means a user whose child age is 10 to 19 years old. Also, for example, when there are a plurality of conditions for the same meta ID for one segment ID, the OR of each condition becomes the condition for the segment, and a plurality of different meta IDs for one segment ID. If there is a condition, the AND of each condition becomes the condition of the segment.

  Further, the database 200 stores the table shown in FIG. This table shows the action when the user matches the segment for each segment ID. This table may be a part of the segment table. Further, this table may be held in its own storage unit by the information providing apparatus 300 that executes the action.

  For example, the action of the segment ID 1 shown in FIG. 5 is to display “component 1”. Here, “component 1” is HTML data, and displaying “component 1” is equivalent to displaying a content screen including an advertisement or the like by the HTML data on the user terminal 20. The component (HTML data) can be input by the operator from the operator terminal 10, for example.

(Operation example when setting information)
FIG. 6 illustrates a basic processing flow when the operator sets information (item name, segment, etc.) from the operator terminal 10 to the database 200.

  The operator logs in from the operator terminal 10 and transmits an input screen request to the information setting device 100 (step S101). In the information setting device 100, the information setting unit 102 acquires information to be displayed to the operator (eg, attribute number in which no item name is set) from the database 200 based on the operator ID, and acquires the information. Information is passed to the screen providing unit 101 (steps S102 and S103).

  The screen providing unit 101 of the information setting device 100 transmits information on the input screen including the above information to the operator terminal 10 (step S104).

  The operator terminal 10 displays the input screen. The operator inputs information on the input screen and sends it. The input information is transmitted from the operator terminal 10 to the information setting device 100 (step S106). In the information setting device 100, input information is sent from the screen providing unit 101 to the information setting unit 102 and stored in the database 200 by the information setting unit 102.

  The above example shows a basic example. For example, based on a request from the operator terminal 10 to the information setting device 100, a menu is displayed on the operator terminal 10, and an item of information to be input from the menu is displayed. After selecting and making the selection, the information input screen may be displayed.

  When the item name shown in FIG. 3B is input, for example, after the steps S101 to S104, the information of “numerical attribute 1: child age” that has already been set and “numerical attribute 2” and thereafter are entered. An input screen including information indicating that the item name is not set is displayed. Then, when the operator selects, for example, “numerical attribute 2” on the screen, an item name input field for “numerical attribute 2” is displayed, and the item name can be input from the input field. The item name input in this way is stored in the table of the database 200 as shown in FIG. 3B through steps S106 and S107.

  Further, when inputting the segment condition, the input screen request in step S101 includes information indicating that it is a segment condition input screen request. The information setting unit 102 of the information setting device 100 that has detected the information acquires the set item name from the meta table (FIG. 3B) and passes it to the screen providing unit 101 (steps S102 and S103).

  In step S <b> 104, the screen providing unit 101 transmits information on the input screen including the list information of the item names and information on the condition input fields to the operator terminal 10.

  On the operator terminal 10 that has received the information on the input screen, for example, as shown in FIG. 7A, a list of item names can be displayed in a pull-down menu format. Here, when the operator selects item name 1 (for example, the age of a child), a condition input field for the item name 1 is displayed as shown in FIG. 7B. The operator inputs, for example, 10 to 19 (example of condition information) here, and through step S106 and S107, the condition information of the segment corresponding to the input information (example: item names 1, 10 to 19) (Example: Meta ID 1, 10 to 19) is set in the segment table shown in FIG. That is, it is possible to create a segment “children are 10 to 19 years old”. In addition, by inputting a plurality of conditions, it is possible to easily create a segment composed of a plurality of conditions connected by OR or a segment composed of a plurality of conditions connected by AND. Further, in the same manner as in the above processing procedure, it is possible to easily change the segment conditions (addition, change, etc.) already set.

(Example of content display using segments)
Next, an example of the operation of the system in the case where content is displayed on the user terminal 20 of a user who can be a marketing target based on the set segment information will be described with reference to FIG.

  The sequence example shown in FIG. 8 is a case where a request for displaying content (for example, a company homepage) is made from the user terminal 20 to the information providing apparatus 300, and the user of the user terminal 20 corresponds to a predetermined segment. This is an example of providing content including parts (such as advertisements) corresponding to a segment. In this example, it is assumed that one or more segment IDs are associated with each content. The corresponding information (corresponding information between content ID and segment ID) may be held by the information providing apparatus 300 or may be held in the database 200, but in this example, the information providing apparatus 300 holds the corresponding information. Suppose that

  First, after login (including input of a user ID), the user terminal 20 transmits a content display request to the information providing apparatus 300 (step S201). In the information providing apparatus 300, the request processing unit 301 that has received the content display request passes the user ID and the ID of the content related to the request to the search processing unit 302.

  First, the search processing unit 302 acquires user information of the user from the database 200 using the user ID (steps S202 and S203). Here, for example, information corresponding to the user ID is acquired from the tables shown in FIGS. 2A, 2B, and 3A.

  Next, the search processing unit 302 acquires a segment ID (one or more) corresponding to the requested content ID, and stores information (conditions, etc.) on the content of the segment corresponding to each segment ID in the database 200. (Steps S204 and S205).

  Here, for example, assuming that the segment ID is ID1, “segment ID 1, numerical attribute 1:10 to 19” is acquired as a segment based on the segment table and the meta table. Here, it is assumed that the attribute information in the user information acquired in step S203 is in a format such as “numeric attribute 1” instead of the item name.

  Next, the segment match determination unit 303 determines whether there is a segment that matches the user information acquired in step S203 among the segments acquired in step S205.

  For example, if “segment ID 1, numeric attribute 1: 10 to 19” is acquired as segment information, and the value of numeric attribute 1 in the user information is 15, the user is assigned to the segment of segment ID 1. It is determined that they match.

  In this example, it is assumed that there is one segment that matches the user information. Based on the information in the table shown in FIG. 5, the information providing unit 304 acquires a part (HTML data) corresponding to the segment from the table as an action corresponding to the segment that matches the user information. Information related to the part (eg, advertisement of a certain service) is included in the requested content, and information about the content including the part is transmitted to the user terminal 20 (step S207). As a result, the content including the advertisement is displayed on the user terminal 20.

  When matching multiple segments, multiple parts may be included in the content, and the priority order between segments is determined in advance, and the part corresponding to the segment with the highest priority is included in the content. Also good. If there is no matching segment, for example, default content is provided.

  The above example is an example in which the segment match determination is performed according to the access from the user terminal 20, but this is only an example. For example, by transmitting one or a plurality of user IDs from the operator terminal 10 to the information providing apparatus 300, it is possible to perform an cushion corresponding to a segment that matches each user ID.

  Further, for example, by transmitting a specific segment ID from the operator terminal 10 to the information providing apparatus 300, the information providing apparatus 300 requests the database 200 to search for a user ID that matches the segment ID. Then, a user ID that matches the segment ID can be returned to the operator terminal 10.

(Summary of embodiment)
As described above, according to the present embodiment, a segment management system that manages segments related to user information, the user information table holding attribute values of each attribute for each user ID, and the user information A meta table that holds item names for each attribute in the table, a database that stores a segment table that holds segment condition information for each segment, and an input screen on a terminal connected to the segment management system via a network And an information setting means for receiving the item name and condition information input to the input screen from the terminal and storing the condition information in the segment table as segment condition information relating to the item name. A segment management system is provided.

  The information setting unit acquires, for example, one or more item names from the meta table, includes the one or more item names in information for displaying the input screen, and includes the one or more item names. When information including an item name is transmitted to the terminal, the one or more item names are displayed on the input screen to be selectable on the terminal, and an item name is selected by a user of the terminal, An input field for condition information related to the item name is displayed, and the condition information is input to the input field.

  The information processing device may further include an information providing unit that receives a content display request from a user terminal connected to the segment management system via a network and displays the content on the user terminal based on the content display request. When the content providing request is received from the user terminal, the information providing means acquires user information from the user information table, acquires segment condition information from the segment table, and receives the condition information and the user information. And a segment match determination unit that determines a segment that matches the user information, and a content that includes information corresponding to the segment determined to match by the segment match determination unit is displayed on the user terminal. Means.

  With the technology according to the present embodiment, marketing activities targeting a desired segment can be easily performed. Further, since addition / change of the segment axis can be performed as addition / change of the item name, addition / change of the segment axis can be easily performed. As a result, the marketing process can be carried out with less cost and time burden than before.

(Section 1)
A segment management system for managing segments related to user information,
Stores a user information table that holds attribute values for each attribute for each user ID, a meta table that holds item names for each attribute in the user information table, and a segment table that holds segment condition information for each segment. A database,
An input screen is displayed on a terminal connected to the segment management system via a network, an item name and condition information input to the input screen are received from the terminal, and the condition information is related to the item name. Information setting means for storing in the segment table as segment condition information;
A segment management system comprising:
(Section 2)
The information setting means acquires one or more item names from the meta table, includes the one or more item names in the information for displaying the input screen, and includes the one or more item names. Information to the terminal,
In the terminal, the one or more item names are displayed so as to be selectable on the input screen. When a certain item name is selected by the user of the terminal, an input field for condition information related to the item name is displayed. The condition information is input to the input field.
The segment management system according to item 1, characterized in that:
(Section 3)
Further comprising information providing means for receiving a content display request from a user terminal connected to the segment management system via a network and displaying the content on the user terminal based on the content display request;
The information providing means includes
When the content display request is received from the user terminal, user information is acquired from the user information table, segment condition information is acquired from the segment table, and the condition information is compared with the user information. Segment match determination means for determining a segment that matches the user information;
Means for causing the user terminal to display content including information corresponding to a segment determined to be matched by the segment match determination means;
The segment management system according to claim 1 or 2, further comprising:
(Section 4)
A program for causing a computer to function as the information setting means according to item 1 or 2.
(Section 5)
A program for causing a computer to function as the information providing means according to item 3.
The present invention is not limited to the above-described embodiments, and various modifications and applications are possible within the scope of the claims.

DESCRIPTION OF SYMBOLS 10 Operator terminal 20 User terminal 100 Information setting apparatus 101 Screen provision part 102 Information setting part 200 Database 300 Information provision apparatus 301 Request processing part 302 Search processing part 303 Segment match determination part 304 Information provision part

Claims (3)

A segment management system for managing segments related to user information,
Stores a user information table that holds attribute values for each attribute for each user ID, a meta table that holds item names for each attribute in the user information table, and a segment table that holds segment condition information for each segment. A database,
An input screen is displayed on a terminal connected to the segment management system via a network, an item name and condition information input to the input screen are received from the terminal, and the condition information is related to the item name. Information setting means for storing in the segment table as segment condition information,
The information setting means acquires one or more item names from the meta table, includes the one or more item names in the information for displaying the input screen, and includes the one or more item names. Information to the terminal,
In the terminal, the one or more item names are displayed so as to be selectable on the input screen. When a certain item name is selected by the user of the terminal, an input field for condition information related to the item name is displayed. The segment management system is characterized in that the condition information is input to the input field. Further comprising information providing means for receiving a content display request from a user terminal connected to the segment management system via a network and displaying the content on the user terminal based on the content display request;
The information providing means includes
When the content display request is received from the user terminal, user information is acquired from the user information table, segment condition information is acquired from the segment table, and the condition information is compared with the user information. Segment match determination means for determining a segment that matches the user information;
The segment management system according to claim 1, further comprising: a unit that displays content including information corresponding to a segment determined to be matched by the segment match determination unit on the user terminal.   A program for causing a computer to function as the information setting means according to claim 1.

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