JP6695228B2 - Determination device, determination method, and determination program - Google Patents

Description

  The present invention relates to a determination device, a determination method, and a determination program.

  In recent years, with the rapid spread of the Internet, information distribution via the Internet has been actively performed. As an example of such information distribution, there is known a technology for distributing information such as advertisements predicted to be of interest to the entire community to a predetermined community created on an SNS (Social Networking Service). ..

JP, 2009-116440, A

  However, it cannot be said that the conventional technology can effectively deliver information such as advertisements.

  For example, the conventional technology merely provides advertisements of products that are popular in the community, predicts products that are likely to become popular in the community, distributes advertisements, or becomes popular in the community. So can not deliver ads.

  The present application has been made in view of the above, and an object thereof is to effectively distribute information such as advertisements.

  The determination device according to the present application considers the information amount in the acquisition unit that acquires the amount of information in a predetermined community as the heat amount of the system corresponding to the community, and informs the community of the phase transition in the system. Considering it as a permeation phenomenon, by associating the phase information indicating the relationship between the amount of heat and the phase in the system with the community structure, a determining unit that determines the mode of providing information to the community is included. And

  According to one aspect of the embodiment, information such as advertisement can be effectively distributed.

FIG. 1 is a diagram illustrating an example of a determination process executed by the determination device according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the determination device according to the embodiment. FIG. 3 is a diagram showing an example of information registered in the community information database according to the embodiment. FIG. 4 is an example of information registered in the strategy map database according to the embodiment. FIG. 5 is a flowchart illustrating an example of the flow of a determination process executed by the determination device according to the embodiment. FIG. 6 is a diagram illustrating an example of the hardware configuration.

  Hereinafter, modes (hereinafter, referred to as “embodiments”) for carrying out the determination device, the determination method, and the determination program according to the present application will be described in detail with reference to the drawings. Note that the determination device, the determination method, and the determination program according to the present application are not limited by this embodiment. Also, in each of the following embodiments, the same parts are designated by the same reference numerals, and duplicate description will be omitted.

[Embodiment]
[1-1. Example of determination device]
First, an example of the determination process executed by the determination device will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of a determination process executed by the determination device according to the embodiment. In FIG. 1, the determination device 10 is an information processing device that executes determination processing described below, and is realized by, for example, a server device, a cloud system, or the like. Further, the determination device 10 has a function of delivering contents such as advertisements to users.

  Further, the determination device 10 can communicate with any device via a predetermined network N such as the Internet. The determination device 10 can communicate with the terminal device 100, the community server 110, the media server 120, and the electronic commerce server 130. The terminal device 100, the community server 110, the media server 120, and the electronic commerce server 130 are not shown in FIG.

  Here, the terminal device 100 is a smart device such as a smartphone or a tablet used by an arbitrary user, and serves as an arbitrary server device via a wireless communication network such as 3G (3rd Generation) or LTE (Long Term Evolution). A mobile terminal device capable of communication. The terminal device 100 is not limited to a smart device and may be an information processing device such as a desktop PC or a notebook PC.

  The community server 110 is an information processing device that provides various services related to SNS to users, and is realized by, for example, a server device or a cloud system. For example, the community server 110 provides various services related to blogs, microblogs, bulletin boards, messages, etc. to users who belong to a predetermined community C01. Further, the community server 110 has a function of managing distribution history logs of various services.

  The media server 120 is an information processing device that provides content related to an arbitrary medium to a user, and is realized by, for example, a server device or a cloud system. For example, the media server 120 distributes various contents such as news, music contents, moving image contents, blogs, microblogs, and portal sites to the terminal device 100. The media server 120 also has a function of managing a log of distribution history of various contents.

  The electronic commerce server 130 is an information processing device that provides various services related to electronic commerce, and is realized by, for example, a server device or a cloud system. For example, the electronic commerce server 130 provides various services related to an online shopping mall and an auction. Further, the electronic commerce server 130 has a function of managing logs of various histories related to electronic commerce.

[1-2. Example of decision processing]
Here, when delivering the content to the user, a technique of delivering the selected content by selecting the content presumed to be of interest to the user based on the user's attribute or statement is considered. Be done. Based on such a technique, for example, a method of identifying a product that a user belonging to the community C01 is talking about and providing an advertisement of the identified product to a user belonging to the community C01 can be considered. However, such technology may not be able to effectively deliver information such as advertisements. For example, in the related art, it is not possible to predict the products that will become popular in the community and distribute the advertisement, or to distribute the advertisement so that it will become popular in the community C01.

  In particular, in the related art, it is hard to say that the advertisement can be distributed so that a specific product or information is broken in the community C01, that is, a predetermined product or information is popular in the community C01. Further, in the related art, it is hard to say that the advertisement of a predetermined product or information can be delivered so as to be rapidly (eg, within a predetermined time) permeated.

  Therefore, the determination device 10 executes the following determination process. First, the determination device 10 acquires the amount of information in the community C01. Then, the determining apparatus 10 considers the amount of information in the community C01 as the amount of heat of the system corresponding to the community C01, and considers the phase transition in the system as a phenomenon in which information permeates the community C01, and determines the amount of heat in the system. The mode of providing information to the community C01 is determined based on the phase information indicating the relationship with the phase. Then, the determining device 10 provides the information belonging to the community C01 with the determined provision mode.

  For example, the determination device 10 sets a product for which information is to be distributed as a specific product, and acquires the amount of information related to the specific product in the community C01. Further, the determining apparatus 10 regards the amount of the acquired information as the heat quantity of the system corresponding to the community C01, and generates phase information indicating the relationship between the heat quantity and the phase of the system corresponding to the community C01. Then, the determination device 10 regards the phase transition as a phenomenon that the specific product breaks in the community C01, and based on the calculated phase diagram, distributes the advertisement of the specific product to the users belonging to the community C01. To decide. More specifically, the determination device 10 generates, as the phase information corresponding to the community C01, a phase diagram showing how the phase of the system changes according to the temperature (calorific value) and the pressure. Further, the determining apparatus 10 considers the temperature as the amount of information of the advertisement (for example, the number of times the advertisement is delivered) and the pressure as the delivery scale of the advertisement (for example, the number of users delivering the advertisement). Then, the information amount and distribution scale of the advertisement are determined so that the system is phase-shifted. Then, the determination device 10 provides the advertisement to the users belonging to the community C01 according to the determined information amount and distribution scale.

  That is, the determining device 10 calculates the relationship between the state such as the degree of recognition of the specific product in the community C01 and the amount of information or the distribution scale of the specific product breaking in the community C01 using thermodynamics. More specifically, the determining apparatus 10 regards the various media in the community C01 and the information amount and the diffusion mode of the information in the community C01 as the heat amount and the heat diffusion mode in the system corresponding to the community C01, By applying the thermodynamics, the phase information of the system corresponding to the community C01 is calculated. Then, the determination device 10 regards the state in which the specific product breaks in the community C01 as a phase transition of the system corresponding to the community C01, and causes the specific product to break in the community C01 based on the phase information. The distribution mode of the advertisement relating to the specific product is determined (that is, the phase transition of the corresponding system is performed). As a result, the determination device 10 can distribute the advertisement related to the specific product in an effective distribution mode that makes the specific product popular in the community C01.

[1-3. Example of fitting to thermodynamics)
Here, in order to execute the above-described determination process, a parameter indicating the amount of information and the diffusion mode of the information in the community C01 is acquired, and the acquired parameter is set as the heat amount and the diffusion mode of the heat amount in the system corresponding to the community C01. Applying this, the phase information of the system will be calculated based on thermodynamics. Therefore, in the following description, an example of what kind of information amount or information diffusion mode is applied to the heat amount or the heat amount diffusion mode will be described. Note that the following fitting is merely an example, and any fitting may be adopted as long as the amount of information and the diffusion mode of the information are applied to the amount of heat and the diffusion mode of the amount of heat. Further, in the fitting described below, the determination device 10 may execute processing in consideration of arbitrary counting and weighting. In addition, in the following description, information related to a specific product may be simply referred to as “information”.

  For example, the number of times a user belonging to the community C01 has accessed content or media (hereinafter, collectively referred to as “media”) related to a specific product is referred to as a system corresponding to the community C01 (hereinafter referred to as “corresponding system”). .) Can be regarded as a value indicating the degree of energy inside, that is, temperature. Therefore, the determining apparatus 10 sets a value based on the number of times a user belonging to the community C01 has accessed a medium in a predetermined field (hereinafter, referred to as “media access number”) to a corresponding system temperature value “T”. ". For example, the determination device 10 uses, as the number of media accesses, the number of times the news and advertisements related to a specific product, the number of times a blog or the like posted by another user for a specific product is viewed, the number of times of acquisition, and the number of times when distribution is accepted. Get for each person. Then, the determining apparatus 10 calculates the value “T” indicating the temperature of the corresponding system based on the number of media accesses of each user who belongs to the community C01. Note that the determination device 10 determines not only a medium including the name of a specific product, that is, a medium directly related to the specific product, but also a medium corresponding to the specific product such as a store or a media that suggests the specific product. The number of media accesses for media indirectly related to the product may be acquired.

  Further, the amount of interest propagation in the number of media accesses (that is, the amount of information propagation in the community C01) can be regarded as the amount of heat propagation in the corresponding system. Further, the difference in the propagation of information caused by the difference in information medium or culture can be regarded as anisotropy in the corresponding system. Further, attributes such as gender and age of users and the number of users can be regarded as parameters related to the propagation of heat quantity in the corresponding system, for example, the mass of the system. Therefore, the determining apparatus 10 regards the value calculated based on the amount of interest propagation in the number of media accesses, the difference in information media, the user attribute, and the number of users as the specific heat in the corresponding system.

  For example, the propagation amount of interest in the number of media accesses is regarded as the amount of change in the amount of heat, and the amount of change in the number of media accesses is regarded as the amount of change in temperature. Further, the determination device 10 considers the value based on the user attribute and the number of users as the value of the mass in the corresponding system, and determines the amount of change “ΔQ” in the amount of heat per predetermined mass (for example, 1 kilogram). Then, the temperature change amount “ΔT” is calculated. Then, the determination device 10 calculates a value obtained by dividing “ΔQ” by “ΔT” as a value of the specific heat in consideration of anisotropy.

  In addition, for example, of messages exchanged in the community C01, the amount of messages related to the specific product, information related to the specific product posted on the SNS of the community C01, and the like related to the specific product in the community C01. The quantity can be regarded as the pressure in the corresponding system. Therefore, the determination device 10 calculates the pressure value “P” in the corresponding system based on the amount of information regarding the specific product in the community C01.

  In addition, for example, when the information transmission distance based on the number of users belonging to the community C01 and the connection relationship of each user belonging to the community is replaced with a figure or a solid, a manifold covering the outermost points of the figure or the solid, etc. The size of the community C01 can be regarded as the size in the corresponding system (for example, information of arbitrary dimension indicating the size of the corresponding system such as distance and volume). Therefore, the determination device 10 may calculate the volume value “V” in the corresponding system based on the size of the community C01. For example, the determination device 10 specifies the connection relationship between the users based on the friendship of the users in the community C01 and the history of message exchanges, and the number of hops between the users when the specified connection relationship is traced. To calculate. Then, the determining apparatus 10 sets the maximum hop count among the calculated hop counts as a value indicating the size of the community C01. The determining apparatus 10 may calculate the value indicating the size of the community C01 in consideration of the number of users belonging to the community C01. Then, the determining apparatus 10 calculates the volume value “V” in the corresponding system based on the value indicating the size of the community C01. Note that the determination device 10 may calculate the value “V” of the volume of the information amount by regarding the value of the propagation distance in the community as the size of the container for configuring the amount of information.

  In addition, among the users belonging to the community C01, the number of users who are potentially interested in the specific product, the amount of information that only the specific user can view, and the like are the potential for the specific product in the community C01. Such interest can be regarded as energy that is not manifested as heat quantity or the like in the energy of the corresponding system, that is, internal energy. Therefore, the determination device 10 may calculate the value “U” of the internal energy based on the value indicating the degree of potential interest in the specific product in the community C01. For example, the determination device 10 determines the amount of information that can be viewed only by a specific user, not the bulletin board or the like, such as the amount of messages related to a specific product among messages exchanged only between users. Obtained as a value indicating the degree of interest. Further, the determination device 10 acquires the number of users who have transmitted the message related to the specific product only to the specific user, as a value indicating the degree of potential interest. Then, the determination device 10 calculates the value “U” of the internal energy based on each acquired value. In addition to the above-described information, the determination device 10 may calculate the value “U” of the internal energy in consideration of any information as long as the information indicates a potential degree of interest in the community C01. ..

  Further, the amount of change in the number of users in the community C01 causes a change in the amount of information inside the community C01, and therefore can be regarded as the amount of change in pressure in the corresponding system. Therefore, the determination device 10 calculates the value “ΔP” of the pressure change amount in the corresponding system based on the change amount of the number of users in the community C01.

  In addition, an interest in a specific product manifested outside the community C01, such as an act of a user who belongs to the community C01 actually purchasing a specific product or browsing content related to the specific product, is external to the corresponding system. It can be regarded as the amount of work done to them. Therefore, the determining apparatus 100 is an action performed by a user belonging to the community C01 to the outside, such as the number of times the user belonging to the community C01 actually purchased the specific product or the number of times the content related to the specific product was browsed. Among them, the value “W” indicating the amount of work done by the corresponding system to the outside is calculated based on the amount of action related to the specific product.

  Further, since the advertisement of the specific product is provided to the users belonging to the community C01, the degree of interest in the specific product generated as the community C01 is regarded as the amount of heat provided to the corresponding system. You can Therefore, the determination device 10 calculates the value “Q” of the amount of heat applied to the corresponding system, based on the information indicating the interest of the community C01 for the specific product. For example, the determination device 10 calculates a value indicating the degree of interest in a specific product from the posted information of users belonging to the community C01, the content of messages, and the like, and based on the calculated value, the amount of heat added to the corresponding system. The value "Q" of is calculated.

  Here, when a phase transition occurs in the corresponding system, the value of the specific heat greatly changes. For example, when the amount of heat is gradually added to a system made of ice, the temperature gradually rises based on the value of the first specific heat, and when the system temperature reaches a predetermined temperature, The phase transition to water begins and the temperature does not rise even if heat is applied. That is, the amount of heat applied to ice is consumed as sensible heat until the phase transition starts, and as latent heat when the phase transition starts. Then, when the amount of heat is gradually added to the system in which the ice phase transitions to water, the temperature gradually rises based on the value of the second specific heat. Thus, when a phase transition occurs in the system, the value of specific heat changes.

  Therefore, the determining apparatus 10 uses the values calculated based on the above-described fitting, that is, the values of various parameters in the corresponding system to obtain phase information indicating the relationship between the temperature, the pressure, and the phase transition in the corresponding system. To generate.

[1-4. Example of processing using phase information]
In addition, the determination device 10 uses the generated phase information to determine the mode of distributing the advertisement of the specific product. For example, when the determination device 10 generates the phase information indicating the relationship between the temperature, the pressure, and the phase transition, the value of the amount of heat and the value of the pressure required until the corresponding system undergoes the phase transition based on the phase information. To calculate. In addition, the determination device 10 considers the temperature as the amount of advertisement, the pressure as the scale (number) of users who are the destinations of advertisement distribution, and the phase transition of the corresponding system as the break of a specific product in the community C01. By considering it, the amount of advertisement required until the specific product breaks in the community C01 and the scale of the advertisement delivery destination are calculated from the calculated heat value and pressure value. Then, the determination device 10 distributes the calculated amount of advertisement to the users of the calculated scale among the users belonging to the community C01.

  In addition, the determination device 10 generates phase information for each specific product to which the advertisement is distributed. Then, from the state of the community C01 at the time of delivering the advertisement, it is specified which specific product is likely to break. For example, the determination device 10 specifies the advertisement amount required to make a break for each specific product, and selects the specific product having the smallest specified advertisement amount. Then, the determination device 10 delivers the advertisement of the selected specific product.

[1-5. Example of mathematical formula]
Next, an example of a mathematical formula used when the determination device 10 calculates the phase information will be described. For example, when the energy value “E” and the temperature value of the corresponding system are “T”, the following equation (1) is established. Here, α is a predetermined coefficient considering the Boltzmann constant. As shown in the following equation (1), the temperature value can indicate the energy level of the corresponding system. Therefore, the determination device 10 calculates the temperature value “T” based on the number of media accesses.

  Subsequently, the value of the specific heat can be expressed by the following equation (2). The determination device 10 considers the value calculated based on the amount of propagation of interest in the number of media accesses, the difference in information media, the user attribute, and the number of users as the specific heat in the corresponding system.

  Here, considering the relationship between the system pressure and the volume, the product of the pressure value “P” and the volume value “V” is constant. Therefore, in consideration of the law of energy conservation, the determination device 10 determines that the pressure value “P” is calculated based on the amount of information regarding the specific product in the community C01, as shown in the following Expression (3). The energy value “E” can be calculated from the volume value “V” calculated based on the value indicating the size of the community C01. Note that β shown in Expression (3) is a predetermined coefficient.

  Further, the value "U" of the internal energy of the corresponding system changes depending on the amount "W" of work performed outside by the corresponding system and the value "Q" of the amount of heat applied to the corresponding system. Therefore, the determination device 10 determines the heat quantity value “Q” calculated based on the value indicating the degree of interest in the specific product and the amount of the action related to the specific product, as shown in the following expression (4). From the value “W” indicating the amount of work calculated based on the above, the amount of change “ΔU” in the value of the internal energy can be calculated.

  Here, the entropy value “dS” in thermodynamics can be calculated by the following equation (5).

  The thermodynamic entropy expressed by the equation (5) can be interpreted as the probability that the user or the community C01 becomes interested in a specific product when browsing a certain medium. Note that the entropy in information processing can be expressed by the following formula (6), and the entropy expressed by the formula (6) is also viewed by a certain medium in the same manner as the entropy expressed by the formula (5). At that time, it can be interpreted as a probability that interest in a specific product occurs.

  Here, the minute change “dU” in the internal energy of the system in the reversible process can be expressed by the following equation (7). The determination device 10 uses the following formula (7) to generate phase information indicating a change in phase, and determines a distribution mode of advertisement or the like based on the generated phase information. Note that “dU” shown in Expression (7) can be regarded as a value indicating a change in the potential degree of interest in the community C01 (information within the community C01). Further, “TdS” can be regarded as a value obtained by adding the number of media accesses to the entropy, that is, a value indicating the degree of interest generation in the community C01. In addition, “PdV” can be regarded as a value indicating a purchase behavior caused by a change in the number of users and the amount of information.

  In addition, when the above equation (7) is used, the determination device 10 can calculate the phase information of the corresponding system in which one phase transition occurs. However, the embodiment is not limited to this. For example, the determination device 10 may calculate the phase information of the corresponding system in which two phase transitions occur, like water. When calculating such phase information, the determination device 10 will generate phase information using the following formulas (8) to (10).

  For example, considering the free energy “F” in the corresponding system based on the Landau theory, it can be expressed by the following equation (8).

  Here, consider the Legendre transformation of the internal energy U in the equation (8). Taylor expansion of “F” in Expression (8) yields Expression (9) below.

  Here, when the Fourier transform of equation (9) is performed, equation (10) can be obtained. Here, when the equation (10) is differentiated by M, the equation (11) can be obtained. As a result, the Hamiltonian can be expressed by the following equation (12).

  The determining apparatus 10 uses such an equation (12) to identify the state in which the jump of the specific heat occurs, and generates the phase information indicating that the phase transition occurs in the identified state.

[1-6. Example of decision processing]
Next, an example of the determination process executed by the determination device 10 will be described with reference to FIG. First, the determination device 10 acquires various kinds of information amount regarding the community C01 as parameters (step S1). For example, the determination device 10 collects various kinds of information necessary for the above fitting from the community server 110, the media server 120, the electronic commerce server 130, and the like. Then, the determining apparatus 10 considers the amount of information in the community C01 as the amount of heat of the system, considers the phase transition as a break of a specific product or the like, and determines a provision mode in which information such as advertisement is provided from the phase diagram. (Step S2).

  For example, as shown in (A) of FIG. 1, when the number of media accesses in a certain field is large, it can be considered that the energy of the corresponding system is high, and as shown in (B) of FIG. When the number of media accesses in a certain field is small, it can be considered that the energy of the corresponding system is low. Therefore, the determination device 10 regards a value based on the number of media accesses in a certain field, such as a field related to a specific product, as the temperature.

  Subsequently, the determination device 10 considers the attribute and number of the user as mass, and considers the value based on the anisotropy indicating the amount of propagation of interest and the difference in information medium as the specific heat “ΔQ / ΔT” ( Step S4). As shown in FIG. 1C, such a state in which the specific heat is changed can be regarded as a state in which a phase transition occurs.

  Further, the determining apparatus 10 regards the information amount in the community as the pressure “P” (step S5) and the transmission distance in the community as the volume “V” (step S6). The product of the pressure value “P” and the volume value “V” thus obtained is a constant value. For example, in the example shown in FIG. 1D, assuming that the amount of energy does not change, the value of P1 × V1 and the value of P2 × V2 are constant values. Further, as illustrated in (E) of FIG. 1, the determination device 10 identifies the connection relationship of the users in the community C01, and sets the maximum hop count in the identified connection relationship to a value indicating the size of the community C01 (propagation distance). Value).

  Further, the determination device 10 considers the amount of information inside the community as internal energy “U”, considers a private word that makes the increase in purchasing behavior outside as W, and adds the degree of interest of the community C01. It is regarded as "Q" (step S7). Then, the determination device 10 obtains the relationship between the internal energy and the fashion by using the equation (7) (step S8).

  After that, the determination device 10 obtains a phase diagram showing the relationship between the temperature, the pressure, and the phase as the phase information of the corresponding system of the community C01 based on the obtained values, and changes the phase shown in the phase diagram. Based on this, the distribution mode of the advertisement is determined (step S9). For example, in the phase diagram shown in FIG. 1, the determination device 10 considers the temperature as the amount of advertisements to be distributed, and the pressure as the scale of users to be distributed (hereinafter referred to as “distribution scale”). Consider. Then, the determination device 10 identifies the state of the community C01 in the phase diagram shown in FIG. 1, and identifies the amount of heat and the pressure required until the phase transition occurs from the measured state.

  Here, when the phase transition in the corresponding system is considered to be the break of the specific product in the community C01, the specified heat and pressure are considered to be the amount of heat and the pressure necessary for causing the community C01 to break the specific product. It can be changed. Therefore, the determination device 10 considers the specified heat quantity as the amount of advertisement to be distributed and the pressure as the distribution scale.

  For example, when the state of the identified community C01 is associated with the position represented by the star in the phase diagram shown in FIG. 1, the determination device 10 changes the pressure as shown in (F) of FIG. It is specified that a phase transition occurs when heat is applied without applying heat. In such a case, the determination device 10 determines the distribution mode in which the advertisement amount to be distributed is increased without changing the distribution scale of the advertisement. Then, the determining apparatus 10 distributes the advertisement to the users of the community C01 in the determined distribution mode.

[1-7. Example of processing that considers phases]
Here, the determination device 10 may select the distribution mode in consideration of the phase state. For example, in the phase diagram shown in FIG. 1, the first phase corresponds to gas, the second phase corresponds to solid (crystalline state), and the third phase corresponds to liquid.

  Here, in the gas phase, the particles (molecules and atoms) that make up the corresponding system are irregularly arranged, and the distance is far compared to other phases, and the particles move freely, so even between distant particles. It can be regarded as a state in which they can influence each other. Therefore, when the corresponding system is in the state of the first phase corresponding to the gas phase, not only the users who are actually close to each other but also the users who are far from each other (users who are not directly connected) It can be considered that the information can be frequently exchanged in the entire system even when the information about the specific product is provided only to the specific user, even if the information influences each other.

  In the solid phase, the distances between the particles are regularly arranged, and the distances are shorter than those in the other phases. Therefore, when the corresponding system is in the state of the second phase corresponding to the solid phase, the state in which the actual connection relationship affects only the users, that is, the information of the specific product is transferred to the specific individual. Even if the information is provided to the system, it can be considered that the information is difficult to spread throughout the system.

  Further, the liquid phase is separated from the solid phase by the distance of the particles, and the particles can move freely to some extent. Therefore, when the corresponding system is in the state of the third phase corresponding to the liquid phase, the state in which the actual connection relationships affect each other to some extent, that is, the information of the specific product is transferred to the specific individual. If it is provided to the system, it can be considered that the information is gradually spread throughout the system.

  Therefore, the determining apparatus 10 may determine the distribution mode of information according to the phase of the community C01 at the time of information distribution. For example, when the phase of the community C01 is the second phase, the determination device 10 has necessary pressure (that is, distribution scale) and pressure so that the phase transitions to the first phase and the third phase where information is more easily transmitted, The temperature (that is, the advertisement amount) may be calculated, and the advertisement may be distributed with the calculated distribution scale and the calculated advertisement amount. Further, when the phase of the community C01 corresponds to the phase with low temperature and pressure, the determining apparatus 10 can perform a small-scale advertisement distribution event without performing a large-scale advertisement distribution event. , The state of the phase of the corresponding system is sublimated from the solid phase to the gas phase, and then a large-scale advertisement distribution event is performed to determine the distribution mode in which the information of the specific product is transmitted to the entire community C01. May be.

  Further, depending on the system, there is a case where the system has a phase called a supercritical state as shown in (G) in FIG. Such a supercritical state can be regarded as a state in which the user's interests are uniformed as a result of the distribution of a large amount of information, and the fashion of the product is likely to occur. Therefore, the determining apparatus 10 may determine the distribution mode so that the phase of the community C01 becomes the supercritical phase. In addition, when the phase of the community C01 is in the supercritical state, the determining apparatus 10 determines that the content of the advertisement will be spread to the entire community C01 even if the advertisement is not distributed on a large scale, and the advertisement to be distributed. The amount may be reduced.

  Here, in the phase diagram shown in FIG. 1, the phase transition from the first phase to the third phase is a phenomenon related to so-called sublimation, and corresponds to a state in which information rapidly spreads in the community C01. By utilizing such a state for marketing, more effective advertisement distribution can be performed. On the other hand, the phase transition from the third phase to the first phase is a phenomenon related to so-called solidification, and corresponds to the state where the information in the community C01 does not rapidly propagate. Therefore, the determination device 10 may control the advertisement distribution in consideration of the phase transition from the third phase to the first phase. For example, the determination device 10 determines the distribution mode of the advertisement so that the phase of the corresponding system transitions from the third phase to the first phase, so that, for example, suppression of information such as rumor and so-called information extinguishing can be performed. May be realized. In this way, the determining apparatus 10 can control the halation risk of information by controlling the distribution mode of the advertisement so as to change the phase of the corresponding system.

[2. Configuration of determination device]
Hereinafter, an example of a functional configuration of the determination device 10 that implements the above determination process will be described. FIG. 2 is a diagram illustrating a configuration example of the determination device according to the embodiment. As shown in FIG. 2, the determination device 10 includes a communication unit 20, a storage unit 30, and a control unit 40.

  The communication unit 20 is realized by, for example, a NIC (Network Interface Card) or the like. Then, the communication unit 20 is connected to the network N by wire or wirelessly, and transmits / receives information to / from the terminal device 100, the community server 110, the media server 120, and the electronic commerce server 130.

  The storage unit 30 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory (Flash Memory), or a storage device such as a hard disk or an optical disk. The storage unit 30 also stores a community information database 31, a strategy map database 32, and a content database 33.

  The community information database 31 is registered with various kinds of information about the community. For example, FIG. 3 is a diagram showing an example of information registered in the community information database according to the embodiment. As shown in FIG. 3, the community information database 31 includes “community ID (Identifier)”, “user ID”, “connection information”, “user identification”, “access history”, “communication history”, and “purchase history”. Information having items such as “” is registered.

  Here, the “community ID” is an identifier for identifying a community. The "user ID" is an identifier for identifying the user. Further, the “connection information” is a use registered as a user having a direct relationship in the community, such as a user having a family relationship or a friend relationship with the user indicated by the associated “user ID”. Is the identifier of the person. The "user identification" is information indicating demographic attributes such as the user's gender and age indicated by the associated "user ID".

  The "access history" is information indicating the medium (content or the like) accessed by the user indicated by the associated "user ID" and the date and time when the user accessed. Further, the “communication history” indicates the content and date and time of communication performed by the user indicated by the associated “user ID” such as SMS (Short Message Service) with other users in the community. Information. The “purchase history” is information indicating the purchase target and purchase date and time of the product or the like that the user indicated by the associated “user ID” has purchased in the past.

  For example, in the example illustrated in FIG. 3, the community information database 31 includes a community ID “community # 1”, a user ID “user # 1”, connection information “user # 2, user # 3”, and user identification “male, 30”. Price ”, access history“ access history # 1-1 ”, communication history“ communication history # 1-1 ”, purchase history“ purchase history # 1-1 ”, etc. are registered in association with each other. Such information is related to the user indicated by the user ID “user # 1” belongs to the community indicated by “community # 1”, and the user indicated by the user ID “user # 2” and the user ID “user # 3”. Indicates that the user is registered as a sexually active user. In addition, such information indicates that the user indicated by the user ID “user # 1” is the media access having the content indicated by the access history “access history # 1-1”, specifically, “access date and time # 1”. It indicates that media access such as browsing the media indicated by "content # 1" is performed at the date and time shown. In addition, such information indicates that the user indicated by the user ID “user # 1” indicates the communication indicated by the communication history “communication history # 1-1”, specifically “communication date and time # 1”. It indicates that the message was exchanged with the user indicated by the user ID “user # 2” at daytime. In addition, such information indicates that the user indicated by the user ID "user # 1" purchases the purchase history "purchase history # 1-1", specifically, the purchase behavior indicated by "purchase date and time". Specifically, it indicates that the product or the like indicated by "purchase target # 1" has been purchased at the date and time indicated by "purchase date and time # 1".

  Returning to FIG. 2, the description will be continued. In the strategy map database 32, phase information of each community is registered as a strategy map for determining an advertisement distribution mode. For example, FIG. 4 is an example of information registered in the strategy map database according to the embodiment. As shown in FIG. 4, information having items such as “community ID” and “strategy map” is registered in the strategy map database 32.

  Here, the “strategy map” is information indicating in what distribution mode an advertisement should be distributed to the community indicated by the associated “community ID”, and specifically, “community It is the information of the phase diagram of the corresponding system of the community indicated by "ID". For example, in the example shown in FIG. 4, the community ID “community # 1” and the strategy map “phase diagram # 1” are registered in association with each other. Such information indicates, for example, that the phase diagram of the corresponding system of the community indicated by “community # 1” is “phase diagram # 1”.

  Returning to FIG. 2, the description will be continued. In the content database 33, the content to be distributed is registered. For example, in the content database 33, data of advertisement content of each specific product is registered as an advertisement distributed to each community C01.

  Returning to FIG. 2, the description will be continued. The control unit 40 is a controller, and various programs stored in a storage device inside the determination device 10 include a RAM and the like by a processor such as a CPU (Central Processing Unit) and an MPU (Micro Processing Unit). It is realized by being executed as a work area. The control unit 40 is a controller, and may be realized by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

  As shown in FIG. 2, the control unit 40 includes an acquisition unit 41, an analysis unit 42, a calculation unit 43, a generation unit 44, a specification unit 45, and a determination unit 46.

  The acquisition unit 41 acquires various kinds of information necessary for executing the determination process. More specifically, the acquisition unit 41 acquires the amount of information about the community C01 as a parameter. For example, the acquisition unit 41 acquires, from the community server 110, information about users belonging to the community C01, connection relations between users, information on messages exchanged between users, and the like. Further, the acquisition unit 41 acquires the access history of the users belonging to the community C01 from the media server 120. In addition, the acquisition unit 41 acquires the purchase history of users belonging to the community C01 from the electronic commerce server 130. Then, the acquisition unit 41 registers each acquired information in the community information database 31.

  The analysis unit 42 analyzes various types of information registered in the community information database 31, and acquires various types of information necessary for the determination process. For example, the analysis unit 42 acquires various parameters necessary for calculating the phase information of the corresponding system, such as the amount of information of a specific product exchanged between users, from the history of messages exchanged in the community C01. To do.

  For example, the analysis unit 42 specifies the access to the medium related to the specific product made by the user belonging to each community from the access history of the user, and acquires the number of specified accesses as a parameter. The analysis unit 42 also acquires the attributes of the users belonging to each community from the user characteristics. In addition, the analysis unit 42 identifies the amount of messages related to a specific product performed among users belonging to a certain community from the communication history. In addition, the analysis unit 42 identifies the number of purchases of specific products by users belonging to a certain community from the purchase history.

  In addition, the analysis unit 42 identifies the connection relationship between users in a certain community based on the connection information, and covers the outermost point of the figure or solid when the specified connection relationship is replaced with the figure or solid. Among the distances between the manifolds and the distances connecting the outermost points, the longest distance and the like are acquired as parameters indicating the size of the community. That is, the analysis unit 42 acquires various parameters used for fitting the above-mentioned thermodynamics from the information registered in the community information database 31. In addition to the above-mentioned various parameters, the analysis unit 42 acquires the above-mentioned various information (for example, the amount of interest propagation and the amount of media access change).

  The calculation unit 43 uses the analysis result of the analysis unit 42 to calculate a value necessary for generating the phase information. More specifically, the calculation unit 43 calculates a value indicating the state of the corresponding system such as the value of the pressure “P” and the value of the temperature “T” in the corresponding system. For example, the calculation unit 43 may specify the specific product in the community C01 such as the amount of messages related to the specific product among the messages exchanged in the community C01 and the information related to the specific product posted on the SNS of the community C01. The pressure value "P" in the corresponding system is calculated based on the amount of information regarding

  The generation unit 44 generates phase information from the value indicating the state of the corresponding system calculated by the calculation unit 43. Then, the generation unit 44 registers the generated phase information as a strategy map in the strategy map database 42.

  For example, the calculation unit 43 calculates a value based on the number of accesses to the media related to the specific product in the community as the temperature value in the corresponding system. The calculation unit 43 also calculates a value based on the amount of change in the number of accesses to the medium as the amount of change in the amount of heat in the corresponding system. Further, the calculation unit 43 calculates a value based on the attribute information of the users belonging to the community or the number of users belonging to the community as the mass of the corresponding system. Further, the calculation unit 43 calculates a value based on the amount of information regarding the specific product in the community as the pressure of the corresponding system. In addition, the calculation unit 43 calculates a value based on the size of the community as the volume of the corresponding system. Further, the calculation unit 43 calculates a value based on the degree of potential interest in the specific product in the community as the internal energy of the corresponding system. Further, the calculation unit 43 calculates a value based on the behavior of the user belonging to the community, which is related to the specific product, as the value of the work of the corresponding system. That is, the calculation unit 43 calculates various values used to obtain the phase information of the corresponding system based on the values of various parameters obtained as a result of the analysis by the analysis unit 42. In other words, the calculation unit 43 calculates various values used for fitting the thermodynamics described above.

  Then, the generation unit 44 generates the phase information based on the various values calculated by the calculation unit 43. For example, the generation unit 44 estimates the value of the temperature or the pressure when the value of the specific heat greatly changes, and generates the phase diagram of the corresponding system from the estimation result or the like. Then, the generation unit 44 registers the generated phase diagram as a strategy map in the strategy map database 32.

  The identifying unit 45 identifies the state of the community C01 at the time of advertisement distribution. For example, the identifying unit 45 identifies which position in the phase diagram of the corresponding system registered as the strategy map corresponds to the state of the community C01 based on the message amount of the specific product in the community C01.

  The determining unit 46 considers the amount of information in the community C01 as the heat quantity of the corresponding system, and considers the phase transition in the corresponding system as a phenomenon in which information permeates the community C01, and based on the phase information, the information for the community C01. The provision mode of is determined. More specifically, the determination unit 46 determines the provision mode of information regarding a specific product that is a product targeted for electronic commerce, based on a phase diagram that is a strategy map of the community C01. Then, the determining unit 46 provides information such as advertisement to the community C01 in the determined providing mode.

  For example, the determination unit 46 identifies the phase in the corresponding system from the latest parameters that can be acquired from the community C01. Then, the determining unit 46 identifies a distribution mode of information that changes the phase of the corresponding system to the phase in which information is more easily transmitted. For example, when the corresponding system phase is the second phase shown in FIG. 1, the determination unit 46 identifies the distribution scale, the advertisement amount, etc. of the advertisement necessary for the phase transition to the third phase or the first phase. To do. Then, the determination unit 46 distributes the advertisement to the users of the community C01 according to the specified distribution scale and advertisement amount.

  Note that, for example, when the information is suppressed, the determining unit 46 specifies the distribution scale, the advertisement amount, etc. of the advertisement necessary for the phase transition from the first phase to the third phase or the second phase. .. That is, the determination unit 46 may specify a distribution mode of information that changes the phase of the compatible device to a phase in which information is less likely to be transmitted.

  For example, the determination unit 46 specifies how much heat or pressure should be applied to cause a phase transition based on the state of the community C01 at the time of advertisement distribution. Then, the determining unit 46 specifies the distribution amount and distribution scale of the advertisement based on the specified heat amount and pressure, and distributes the advertisement to the community C01 with the specified distribution amount and distribution scale.

[3. Example of flow of processing executed by deciding device]
Next, an example of the flow of the determination process executed by the determination device 10 will be described with reference to FIG. FIG. 5 is a flowchart illustrating an example of the flow of a determination process executed by the determination device according to the embodiment. First, the determination device 10 acquires information about the community C01 as a parameter (step S101). Then, the determining apparatus 10 regards the value based on the number of media accesses as the temperature (step S102). Further, the determination device 10 regards the value based on the user characteristics and the number of users as the mass (step S103). Further, the determining apparatus 10 regards the value based on the propagation amount of interest and the anisotropy in the number of media accesses as the specific heat (step S104). Further, the determination device 10 regards a value based on the amount of information in the community as pressure (step S105). Further, the determining apparatus 10 regards the value of the propagation distance of the community as a container for configuring the amount of information, and sets it as the volume value “V” of the information amount (step S106).

  Further, the determination device 10 considers a value based on the amount of information in the community as internal energy (step S107). In addition, the determination device 10 regards the value based on the purchase behavior as a work whose outside is determined (step S108). Further, the determining apparatus 10 regards the value based on the interest of the community as the added heat quantity (step S109). Then, the determination device 10 generates phase information from the relationship between the internal energy and the fashion in the community based on the entropy of thermodynamics (step S110). In addition, the determining apparatus 10 generates a phase diagram indicating a phase change as a strategy map (step S111), considers the phase transition as a break of a specific product, and determines an advertisement distribution policy based on the phase diagram. (Step S112), the process ends.

[4. Modification example)
In the above, an example of the determination process by the determination device 10 has been described. However, the embodiment is not limited to this. Hereinafter, variations of the determination process executed by the determination device 10 will be described.

[4-1. Device configuration〕
In the example described above, the determination device 10 generated the phase information in the determination device 10. However, the embodiment is not limited to this. For example, the determination device 10 acquires the phase information generated by the generation device including the acquisition unit 41, the analysis unit 42, the calculation unit 43, and the generation unit 44 illustrated in FIG. 2, and uses the acquired phase information to perform the advertisement. May be determined. Further, the determination device 10 may cause each of the databases 31 to 33 registered in the storage unit 30 to be registered in an external storage server.

[4-2. Other]
Further, of the processes described in the above embodiment, all or part of the processes described as being automatically performed may be manually performed, or the processes described as being manually performed may be performed. All or part of the process can be automatically performed by a known method. In addition, the processing procedures, specific names, information including various data and parameters shown in the above-mentioned documents and drawings can be arbitrarily changed unless otherwise specified. For example, the various kinds of information shown in each drawing are not limited to the illustrated information.

  Further, each constituent element of each illustrated device is functionally conceptual, and does not necessarily have to be physically configured as illustrated. That is, the specific form of distribution / integration of each device is not limited to that shown in the drawings, and all or part of the device may be functionally or physically distributed / arranged in arbitrary units according to various loads or usage conditions. It can be integrated and configured. For example, the identifying unit 45 and the determining unit 46 illustrated in FIG. 2 may be integrated.

  Further, the respective embodiments described above can be appropriately combined within a range in which the processing content is not inconsistent.

[5. program〕
Further, the user terminal 100 according to the above-described embodiment is realized by, for example, a computer 1000 having a configuration shown in FIG. FIG. 6 is a diagram illustrating an example of the hardware configuration. The computer 1000 is connected to an output device 1010 and an input device 1020, and an arithmetic device 1030, a primary storage device 1040, a secondary storage device 1050, an output IF (Interface) 1060, an input IF 1070, and a network IF 1080 are connected by a bus 1090. Have.

  The arithmetic unit 1030 operates based on a program stored in the primary storage device 1040 or the secondary storage device 1050, a program read from the input device 1020, or the like, and executes various processes. The primary storage device 1040 is a memory device such as a RAM that temporarily stores data used by the arithmetic device 1030 for various calculations. The secondary storage device 1050 is a storage device in which data used by the arithmetic device 1030 for various calculations and various databases are registered, and is realized by a ROM (Read Only Memory), an HDD, a flash memory, or the like.

  The output IF 1060 is an interface for transmitting information to be output to an output device 1010 that outputs various kinds of information such as a monitor and a printer. For example, a USB (Universal Serial Bus) or a DVI (Digital Visual Interface), It is realized by a connector of a standard such as HDMI (registered trademark) (High Definition Multimedia Interface). The input IF 1070 is an interface for receiving information from various input devices 1020 such as a mouse, a keyboard, and a scanner, and is realized by, for example, USB.

  The input device 1020 is, for example, an optical recording medium such as a CD (Compact Disc), a DVD (Digital Versatile Disc), a PD (Phase change rewritable Disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), or a tape. It may be a device that reads information from a medium, a magnetic recording medium, a semiconductor memory, or the like. The input device 1020 may also be an external storage medium such as a USB memory.

  The network IF 1080 receives data from another device via the network N and sends the data to the arithmetic device 1030, and also transmits data generated by the arithmetic device 1030 via the network N to another device.

  The arithmetic device 1030 controls the output device 1010 and the input device 1020 via the output IF 1060 and the input IF 1070. For example, the arithmetic device 1030 loads a program from the input device 1020 or the secondary storage device 1050 onto the primary storage device 1040, and executes the loaded program.

  For example, when the computer 1000 functions as the determination device 10, the arithmetic device 1030 of the computer 1000 implements the function of the control unit 40 by executing the program loaded on the primary storage device 1040.

[6. effect〕
As described above, the determination device 10 acquires the information amount in the predetermined community C01. Then, the determining apparatus 10 considers the information amount in the community C01 as the heat amount of the corresponding system, and considers the phase transition in the corresponding system as a phenomenon in which information permeates the community C01, and determines the heat amount and the phase in the corresponding system. By associating the phase information indicating the relationship with the structure of the community, the manner of providing information to the community C01 is determined. Therefore, the determining apparatus 10 can determine the distribution mode of the advertisement in consideration of the fashion and breaks in the community C01, and thus can effectively distribute the advertisement.

  In addition, the determination device 10 determines a provision mode of information regarding a specific product that is a target product of electronic commerce as information to be provided to the community. Therefore, the determination device 10 can determine the effective distribution mode of the advertisement of the product targeted for the electronic commerce.

  Further, the determining apparatus 10 applies the information transmission mode in the community C01 to the thermodynamics in the corresponding system to calculate the phase information of the corresponding system. For example, the determining apparatus 10 considers a value based on the number of accesses to the media related to the specific product in the community as the temperature in the corresponding system, and specifies the phase information of the corresponding system. Further, the determining apparatus 10 regards the amount of change in the number of accesses to the medium as the amount of change in the amount of heat in the corresponding system, and determines the attribute information of the users belonging to the community or the number of users belonging to the community as the mass of the corresponding system. At first, the amount of information about the specific product in the community is regarded as the pressure of the corresponding system, and the phase information of the corresponding system is specified.

  In addition, the determination device 10 considers the size of the community as the volume of the corresponding system, and the degree of potential interest in a specific product in the community as the internal energy of the corresponding system, depending on the users belonging to the community. The behavior related to the specific product is regarded as the work of the corresponding system, and the phase information of the corresponding system is specified. Then, the determination device 10 determines the provision mode of the information based on the identified phase information. Therefore, the determination device 10 can determine the effective distribution mode of the advertisement of the product targeted for the electronic commerce.

  In addition, the determination device 10 identifies, based on the phase information of the corresponding system, a distribution mode of information that changes the phase of the corresponding system to a phase in which information is more easily transmitted. Therefore, for example, the determination device 10 can efficiently transmit the information about the specific product in the community.

  Further, the determination device 10 specifies the distribution mode of information that changes the phase of the corresponding system to the phase in which the information is less likely to be transmitted, based on the phase information of the corresponding system. Therefore, for example, the determination device 10 can realize suppression of information such as rumor and so-called information extinguishing.

  As described above, some of the embodiments of the present application have been described in detail based on the drawings, but these are examples, and various modifications based on the knowledge of those skilled in the art, including the modes described in the section of the disclosure of the invention, It is possible to implement the present invention in other forms with improvements.

  Also, the above-mentioned "section (module, unit)" can be read as "means" or "circuit". For example, the specifying unit can be read as a specifying unit or a specific circuit.

10 determination device 20 communication unit 30 storage unit 31 community information database 32 strategy map database 33 content database 40 control unit 41 acquisition unit 42 analysis unit 43 calculation unit 44 generation unit 45 specifying unit 46 determination unit 100 terminal device 110 community server 120 media server 130 Electronic Commerce Server

Claims (13)

An acquisition unit that acquires the amount of information in a predetermined community,
Considering the amount of information in the community as the amount of heat of the corresponding system corresponding to the community, the phase transition in the corresponding system is regarded as a phenomenon in which information permeates the community, and the amount of heat in the corresponding system and the phase A determination unit that determines a mode of providing information to the community by associating the phase information indicating the relationship with the community structure;
A determination device having: The determination device according to claim 1, wherein the determination unit determines, as the information to be provided to the community, a provision mode of information regarding a specific product that is a target product of electronic commerce. The determining unit considers a value based on the number of accesses to the media related to the specific product in the community as the temperature in the corresponding system, identifies the phase information of the corresponding system, and determines the identified phase information. The determination device according to claim 2, wherein the provision mode of the information is determined based on the determination result. The determination unit considers the amount of change in the number of accesses to the media related to the specific product as the amount of change in the amount of heat in the corresponding system, identifies the phase information of the corresponding system, and based on the identified phase information. The determination device according to claim 2 or 3, wherein the determination method determines the provision mode of the information. The determination unit considers the attribute information of the users belonging to the community or the number of users belonging to the community as the mass of the corresponding system, identifies the phase information of the corresponding system, and determines the identified phase information. The determination device according to claim 2, wherein the provision mode of the information is determined based on the determination device. The determination unit considers the amount of information regarding the specific product in the community as the pressure of the corresponding system, identifies the phase information of the corresponding system, and provides the information based on the identified phase information. The determination device according to claim 2, wherein the determination device determines a mode. The determining unit considers the size of the community as the volume of the corresponding system, identifies phase information of the corresponding system, and determines a provision mode of the information based on the identified phase information. The determination device according to any one of claims 2 to 6, which is characterized. The determination unit considers the degree of potential interest in the specific product in the community as the internal energy of the corresponding system, identifies the phase information of the corresponding system, and based on the identified phase information, The determination device according to claim 2, wherein the provision mode of the information is determined. The determining unit considers an action related to the specific product by a user who belongs to the community as a job of the corresponding system, identifies phase information of the corresponding system, and based on the identified phase information, The deciding device according to any one of claims 2 to 8, which decides an information provision mode.   The determining unit identifies a distribution mode of information that changes a phase of the corresponding system to a phase in which information is more easily transmitted, based on the phase information of the corresponding system. The determination device according to any one of the above. The determining unit identifies, based on the phase information of the corresponding system, a distribution mode of information that changes the phase of the corresponding system to a phase in which information is less likely to be transmitted. The determination device according to any one of the above. An acquisition step for acquiring the amount of information in a predetermined community, which is a determination method executed by the determination device,
Considering the amount of information in the community as the amount of heat of the corresponding system corresponding to the community, the phase transition in the corresponding system is regarded as a phenomenon in which information permeates the community, and the amount of heat in the corresponding system and the phase A decision step of deciding the mode of providing information to the community by associating the phase information indicating the relationship with the community structure;
A method for determining, comprising: On the computer,
An acquisition procedure for acquiring the amount of information in a given community,
Considering the amount of information in the community as the amount of heat of the corresponding system corresponding to the community, the phase transition in the corresponding system is regarded as a phenomenon in which information permeates the community, and the amount of heat in the corresponding system and the phase A decision procedure for deciding the mode of providing information to the community by associating the phase information indicating the relationship with the community structure;
A decision program to execute.

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