JP6957201B2 - Marketing Information Analyzers, Methods and Programs - Google Patents

Description

The present invention relates to marketing information analyzers, methods and programs.

In recent years, various techniques have been proposed for analyzing customer information and obtaining useful information for corporate activities by data mining processing by a computer. For example, in Patent Document 1, a plurality of area clusters are set for the area to be analyzed, and the average profit per customer is calculated for each area cluster based on the resident attributes of the customers who live in the area. It describes a technique for identifying a profitable area cluster and selecting a promising customer from the customers who live in the area belonging to the high profitable area cluster.

Japanese Patent No. 5444096

However, since the technology described in Patent Document 1 selects a customer by focusing only on the profit from the customer, that is, the purchase amount of the customer, it is necessary to judge whether the customer is a truly promising customer. Was difficult. For example, if a sports equipment retailer wants to select a customer who has a high interest in sports as a promising customer, even if he simply selects a customer who purchases a large amount of sports equipment, this customer is a customer who has a high interest in sports. Not necessarily. This is because even if the amount of sports equipment purchased is large, it cannot be said that they are particularly interested in sports because they are obliged to purchase it in their children's classes and socializing.

The present invention has been made by paying attention to the above circumstances, and is intended to provide a marketing information analyzer, a method, and a program that enable a truly promising customer to be selected from a large number of customers with a high probability. ..

In order to solve the above problems, the first aspect of the present invention is that the marketing information analyzer or method manages purchase information for a plurality of types of goods or services for each of a plurality of users from a purchase information management database. The means or process for acquiring the purchase information of the user, the means or process for generating information representing the consumption breakdown of the plurality of types of goods or services for each user based on the acquired purchase information, and the user. For each, based on the information representing the generated consumption breakdown, the consumption ratio of the first product or service of interest among the plurality of types of products or services and the other second product or service is calculated. The generation means includes means or a process for selecting a user to be approached from the plurality of users based on the calculated consumption ratio, and the generation means classifies the user into a plurality of income groups, and the above-mentioned The means for generating information representing the consumption breakdown of goods or services purchased by the user set classified into the income group for each income group is further provided, and the selection means is the consumption breakdown of the user set for each income group. Based on the information representing, the consumption ratio of the first product or service of interest and the other second product or service is calculated, and based on the calculated consumption ratio, the plurality of income groups A means for selecting an income group to be approached from among, and the first product or service of interest purchased by each user from a plurality of users belonging to the user set classified into the selected income group. It is provided with a means for selecting a user to be approached based on the consumption ratio with the other second product or service .
A second aspect of the present invention includes an acquisition means for acquiring purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of goods or services for each of the plurality of users. Based on the acquired purchase information, a generation means for generating information representing the consumption breakdown of the goods or services purchased by the user for each user, and information representing the generated consumption breakdown for each user. Based on, the consumption ratio of the first product or service of interest among the plurality of types of products or services and the other second product or service is calculated, and based on the calculated consumption ratio, the said The generation means includes a selection means for selecting a user to be approached from a plurality of users, and the generation means classifies the user into a plurality of regional areas according to the place of residence or purchase, and the region area is the same. Further provided is a means for generating information representing the consumption breakdown of goods or services purchased by the user set classified into the region area, and the selection means is based on the information representing the consumption breakdown of the user set for each region area. Then, the consumption ratio of the first product or service of interest and the other second product or service is calculated, and based on the calculated consumption ratio, the approach target is selected from the plurality of regional areas. The means for selecting a regional area, the first product or service of interest purchased by each user from among a plurality of users belonging to the user set classified in the selected regional area, and the other second. It is provided with a means for selecting a user to be approached based on the consumption ratio with the product or service of.

In the third aspect of the present invention, when the purchase information of one user is distributed and managed in a plurality of purchase information management databases, the means for acquiring the purchase information of the user is stored in the plurality of purchase information management databases. On the other hand, each of them is accessed to acquire a plurality of purchase information related to the user, and the acquired plurality of purchase information is organized by the user and stored in the memory.

In a fourth aspect of the present invention, the means for selecting the user includes household account book data in which the consumption item is divided into a plurality of items, and the acquired user or user set is provided for each user or income group. Based on the purchase information, the goods or services purchased by the user or the user group and the purchase amount thereof are classified into the corresponding items of the household account book data, so that information representing the consumption breakdown is generated. be.
Further, in the fifth aspect of the present invention, the means for selecting the user includes household account book data in which the expenditure item is divided into a plurality of items, and the acquired user or the acquired user or the user is classified by the area. Based on the purchase information of the user set, the goods or services purchased by the user or the user group and the purchase amount thereof are classified into the corresponding items of the household account book data so as to generate information representing the consumption breakdown. It was done.

A sixth aspect of the present invention is that the means for selecting the user is the first product or service of interest and the first product or service based on the information representing the consumption breakdown generated using the household account book data. The consumption ratio with other second products or services classified in the same item as the product or service was calculated, and the user or income group to be approached was selected based on the calculated consumption ratio. It is a thing.
Further, in the seventh aspect of the present invention, the means for selecting the user is the first product or service of interest based on the information representing the consumption breakdown generated using the household account book data, and the first product or service. Calculate the consumption ratio of one product or service with another second product or service classified in the same item, and select the user or regional area to be approached based on the calculated consumption ratio. It is the one that was made.

According to the first aspect of the present invention, the consumption ratio of goods or services is calculated for each user from the purchase information, and the user to be approached is selected based on the calculated consumption ratio. In general, among a plurality of types of products or services, many products or services having a relatively high consumption ratio reflect the user's willingness to purchase. Therefore, if attention is paid to the consumption ratio, it is possible to select a user who has a strong desire to purchase a product or service of interest as an approach target.
Furthermore, for each income group, the consumption ratio of goods or services by the user set belonging to the income group is calculated, and based on this calculation result, the user who has a high consumption ratio of the goods or services of interest from among the plurality of income groups High-income groups are selected first. Then, from the user group belonging to the selected income group, the user having a high consumption ratio of the product or service of interest is selected as the approach target. Therefore, when the users who purchase a lot of products or services of interest have a correlation with income, it is possible to efficiently narrow down the users who are highly motivated to purchase the products or services of interest.
Further, according to the second aspect of the present invention, the consumption ratio of goods or services by the user set whose main action area is the area is calculated for each area, and based on the calculation result, the consumption ratio of the plurality of areas is calculated. From among them, the regional area where the consumption ratio of the product or service of interest is high is selected first. Then, from the user group belonging to the selected regional area, a user having a high consumption ratio of the product or service of interest is selected. Therefore, when there is a correlation between a user who purchases a lot of products or services of interest and an action area of the user, it is possible to efficiently narrow down users who are highly motivated to purchase the product or service of interest. ..

According to the third aspect of the present invention, the purchase information of one user is acquired from each of a plurality of purchase information management databases, and is stored in association with each other. Therefore, for example, the purchase information of a product or service purchased by one user using a common point card, or the purchase information of a product or service purchased by using a plurality of credit cards or point cards properly is stored in a plurality of purchase information management databases. Even when the products are stored in a distributed manner, it is possible to collect a wide range of purchase information without omission, which makes it possible to more accurately grasp the consumption breakdown of the user.

According to the fourth aspect of the present invention, the goods or services purchased by the user based on the purchase information of the user or the user set acquired for each user or each income group by using the household account book data. Are classified by type. The household account book is the most straightforward tool for personal consumption. Therefore, by using the household account book data as a template, information on products or services purchased by the user can be efficiently and accurately classified by item. Therefore, it is possible to generate information representing the consumption breakdown without preparing a special classification application.
Further, according to the fifth aspect of the present invention, the product purchased by the user based on the purchase information of the user or the user set acquired for each user or each area by using the household account book data. Or services are categorized by type. Therefore, as in the fourth aspect, by using the household account book data as a template, information on products or services purchased by the user can be efficiently and accurately classified by item, thereby making a special classification. It is possible to generate information representing the consumption breakdown without preparing an application.

According to the sixth aspect of the present invention, the consumption ratio of the first product or service of interest is calculated as the consumption ratio of the household account book data to other products or services classified into the same expenditure item. For example, if the product or service of interest is classified in the expenditure item of culture / entertainment expenses, it is calculated as the consumption ratio to other products or services classified in the expenditure item of the same culture / entertainment expenses. .. For this reason, it is possible to accurately determine the characteristics of the user's purchase record for the product or service of interest, and as a result, the user or income group who has a strong desire to purchase the product or service of interest can be approached with a high probability. It becomes possible to select.
Further, according to the seventh aspect of the present invention, as in the sixth aspect, the consumption ratio of the first product or service of interest is classified into the same expenditure item of the above household account book data. Or it is calculated as the consumption ratio to the service. Therefore, based on the calculated consumption ratio, it is possible to select a user or a regional area who has a strong desire to purchase a product or service of interest as an approach target with a high probability.

That is, according to each aspect of the present invention, it is possible to provide a marketing information analyzer, a method and a program capable of selecting a truly promising customer from a large number of customers with a high probability.

FIG. 1 is a diagram showing a configuration of a system including a marketing information analyzer according to an embodiment of the present invention. FIG. 2 is a block diagram showing a functional configuration of the marketing information analyzer according to the embodiment of the present invention. FIG. 3 is a flowchart showing a procedure and processing contents of the marketing information analysis process by the marketing information analyzer shown in FIG. FIG. 4 is a flowchart showing the procedure and processing contents of the user narrowing process in the marketing information analysis process shown in FIG. FIG. 5 is a flowchart showing the procedure and processing contents of the approach target information creation process in the marketing information analysis process shown in FIG. FIG. 6 is a diagram showing an example of a household account book used in the marketing information analysis process shown in FIG. FIG. 7 is a diagram showing the relationship between the household account book by individual, the household account book by income group, and the household account book by region created by the marketing information analysis process shown in FIG.

Hereinafter, embodiments according to the present invention will be described with reference to the drawings.
[One Embodiment]
(composition)
FIG. 1 is a diagram showing an overall configuration of a system including a marketing information analyzer according to an embodiment of the present invention, in which SV indicates a marketing server as a marketing information processing apparatus.

The marketing server SV can communicate with a plurality of customer information databases DB1 to DBn via a communication network NW.
The customer information databases DB1 to DBn are managed by, for example, a plurality of card operating companies that use a common point card, and a plurality of affiliated credit card, point card, and other payment card operating companies, and are managed by individual members. A plurality of transaction information across industries is distributed and stored for a user or a customer user. Transaction information includes personal information of member users or customer users and purchase information of goods or services. Personal information includes, for example, contact information such as user name, age, gender, address, telephone number and e-mail address, and user attribute information such as annual income. The purchase information includes the identification code of the product or service purchased by the user, the attribute information of the store where the user purchased the product, the date and time of purchase, and the purchase price. The attribute information of the purchasing store includes the store name, location, contact information, and the like. The personal information may be processed anonymously.

Further, the marketing server SV can communicate with the service providing server GM via the communication network NW.
The service providing server GM is operated by a manufacturer or a seller or a service provider entrusted by the manufacturer, and based on a customer list provided by the marketing server SV, for example, a product or a product or a product or a product or a product or a product or TMm Send direct mail related to the service or provide a recommendation service. Recommendation services include direct paper mail by home delivery or mail, e-mail, web advertisements, etc., as well as insert leaflets and posting advertisements distributed to users' homes based on the customer list provided by the marketing server SV. Etc. are also included.

As the user terminals TM1 to TMm, for example, mobile terminals such as mobile phones, smartphones, and tablet terminals are used. In addition to the mobile terminal, it is also possible to use a stationary personal computer, a television device having a network communication function, or the like. Further, the communication network NW is composed of an Internet Protocol (IP) network represented by the Internet and an access network for accessing this IP network. As the access network, for example, a wired telephone network, a mobile telephone network, a local area network (LAN), a wireless LAN or a CATV network is used.

By the way, the marketing server SV is configured as follows. FIG. 2 is a block diagram showing the functional configuration.
That is, the marketing server SV includes a control unit 10, a storage unit 20, and a communication interface unit 30.

Under the control of the control unit 10, the communication interface unit 30 performs data communication between the customer information databases DB1 to DBn and the service providing server GM via the communication network NW. The communication protocol uses the protocol specified by the communication network NW. Specifically, Transmission Control Protocol / Internet Protocol (TCP / IP), User Datagram Protocol / Internet Protocol (UDP / IP), and the like are used.

The storage unit 20 has a non-volatile memory such as a Hard Disk Drive (HDD) or a Solid State Device (SSD) that can be written and read at any time as a storage medium, and a volatile memory such as a Random Access Memory (RAM) that can be written and read at any time. A purchase information storage unit 21, a household account book storage unit 22, an analysis result storage unit 23, and an approach information storage unit are used as storage areas necessary for carrying out one embodiment of the present invention. It has 24 and. The storage unit 20 can also use a database provided in a cloud server or the like.

The purchase information storage unit 21 has a personal information storage area and a purchase information storage area. The personal information storage area and the purchase information storage area store the personal information and purchase information of each user collected from the customer information databases DB1 to DBn, respectively, in association with the user identification information (user ID).

The household account book storage unit 22 uses the household account book information created by the user, income group, and area in the household account book creation unit 12, which will be described later, as a user ID, income group identification information (income group ID), and income group ID, respectively. It is stored in association with the regional area identification information (regional area ID).

The analysis result storage unit 23 obtains the analysis result of the consumption breakdown of the purchased goods or services by user, income group, and region area obtained by the analysis unit 13, which will be described later, in the user ID, income group ID, and region area. It is stored in association with the ID.

The approach information storage unit 24 stores the user ID of the approach target selected by the approach target selection unit 14 described later.

The control unit 10 has a processor and a working memory, and has a purchase information acquisition control unit 11, a household account book creation unit 12, and an analysis unit 13 as control functions necessary for implementing one embodiment of the present invention. , The approach target selection unit 14 and the transmission control unit 15 are provided.

The purchase information acquisition control unit 11, the household account book creation unit 12, the analysis unit 13, the approach target selection unit 14, and the transmission control unit 15 all use the program stored in the program memory in the storage unit 20 as the processor. It is realized by executing it.

The purchase information acquisition control unit 11 receives personal information and purchase information of a plurality of users stored in the respective databases from the customer information databases DB1 to DBn by the communication interface unit 30, respectively. Then, the personal information and purchase information of each user received from the customer information databases DB1 to DBn are integrated by associating each user with the user ID and stored in the purchase information storage unit 21.

The household account book creation unit 12 classifies the purchase information of the user according to the expenditure item by using the household account book, which is the most straightforward tool for expressing personal consumption, and has the following processing functions.
(1) For each user, based on the purchase information stored in the purchase information storage unit 21, a plurality of products or services included in the purchase information and the purchase amount thereof are defined in a household account book template prepared in advance. It is classified into the expenditure items of. Then, the classification result is used as household account book information for each user, and is associated with the user ID and stored in the household account book storage unit 22.

(2) Each user is classified by income group with reference to the annual income included in the personal information of each user stored in the purchase information storage unit 21. Then, for each income group, the household account book information for each user classified into the income group is integrated to create the household account book information for each income group, and the household account book information for each income group is associated with the income group ID. Processing to be stored in the household account book storage unit 22.

(3) Based on the user's address included in the personal information of each user stored in the purchase information storage unit 21, the area area where the user resides (for example, set in units of town names) is specified, and each user is specified as described above. Classify into one of the specified regional areas. Then, for each region area, the household account book information for each user classified in the region area is integrated to create the household account book information for each region area, and the household account book information for each region area is associated with the region area ID. Processing to be stored in the household account book storage unit 22.

The analysis unit 13 has the following processing functions.
(1) For each user, based on the user-specific household account book information created by the household account book creation unit 12, the ratio of consumption of the product or service of interest to the product or service included in the item for each expenditure item. Processing to calculate.

(2) For each income group, based on the income group-specific household account book information created by the household account book preparation unit 12 above, for each expenditure item, consumption of the product or service of interest for the product or service included in the item. Processing to calculate the ratio of.

(3) For each regional area, based on the regional area-specific household account book information created by the household account book creation unit 12 above, for each expenditure item, consumption of the product or service of interest for the product or service included in the item. Processing to calculate the ratio of.

The approach target selection unit 14 has the following processing functions.
(1) For each income group, the consumption ratio of the first product or service of interest calculated by the analysis unit 13 is equal to or higher than the preset threshold value for determining the income group (second threshold value). A process of selecting an income group to be used and storing the income group ID of the selected income group in the approach information storage unit 24.

(2) For each region area, the consumption ratio of the first product or service of interest calculated by the analysis unit 13 is equal to or higher than the preset threshold value for region area determination (third threshold value). A process of selecting a region area to be used and storing the region area ID of the selected region area in the approach information storage unit 24.

(3) Consumption of the first product or service of interest calculated by the analysis unit 13 for each user from the user set belonging to either or both of the selected income group and the regional area. A process of selecting a user whose ratio is equal to or higher than a preset user selection threshold value (first threshold value) as an approach target and storing the user ID of the selected user in the approach information storage unit 24. ..

The transmission control unit 25 generates a list of users selected as the approach target (approach target information) based on the information stored in the approach information storage unit 24. Then, the process of transmitting the generated approach target information from the communication interface unit 30 to the service providing server GM is performed.

(motion)
Next, the operation of the marketing server SV configured as described above will be described.
FIG. 3 is a flowchart showing the entire processing procedure and processing contents by the marketing server SV.

(1) Collection of purchase information Personal information of users who have registered as members is stored in advance in the customer information databases DB1 to DBn. Then, when the user purchases a desired product or service using a payment card such as a credit card or a point card in this state, the purchase information is stored in any of the customer information databases DB1 to DBn in association with the user ID. Will be done.

First, in step S10, the marketing server SV accesses the customer information databases DB1 to DBn under the control of the purchase information acquisition control unit 11. As the access destination information of the customer information databases DB1 to DBn, that is, the URL, the one stored in the access destination memory in the storage unit 20 in advance is used.

By the above access, personal information and purchase information of a plurality of users are downloaded from the customer information databases DB1 to DBn, respectively. Under the control of the purchase information acquisition control unit 11, the marketing server SV stores the downloaded personal information and purchase information of the plurality of users in the purchase information storage unit 21 in association with the user ID.

Therefore, even when the purchase information of one user is distributed and stored in the customer information databases DB1 to DBn, these purchase information are collected without omission and are integrated and stored by being associated with the user ID. .. The purchase information acquisition process is performed at a predetermined time every day, for example, and the purchase information stored in the purchase information storage unit 21 is updated accordingly. In addition, the purchase information may be acquired every time new purchase information is added to the database, or may be collected in real time at regular time intervals. In addition, personal information may be downloaded only for the first time, and only the user ID and purchase information may be downloaded from the second time onward.

(2) Creation of household account book information When the acquisition process of the purchase information is completed, the marketing server SV subsequently proceeds to step S20 and is stored in the purchase information storage unit 21 under the control of the household account book creation unit 12. Based on the purchased purchase information, the household account book information creation process is executed as follows.

That is, first, in step S21, the purchase information stored in the purchase information storage unit 21 is read out for each user. Then, the goods or services included in the purchase information are classified into the plurality of expenditure items using the household account book template prepared in advance. In other words, purchase information is automatically converted into household account book information, which is the most straightforward tool for expressing personal consumption.

Figure 6 shows an example of a household account book template. As expenditure items, fixed costs, foods, daily necessities, medical / sanitary expenses, culture / entertainment expenses, clothing expenses, pocket money, deposits and savings, and special expenses. Expenses are provided. Various goods or services as illustrated in FIG. 6 are classified into each expenditure item as a breakdown. Of the above expenditure items, foods, daily necessities, medical / sanitary expenses are defined as necessary expenses, and culture / entertainment expenses, clothing expenses, and pocket money are defined as leisure expenses. The allowance cost is the cost used to enrich the life, although it is not always necessary for living.

The household account book preparation unit 12 calculates the total purchase amount of each of the goods or services classified into the expenditure items for each of the expenditure items. Then, the identification information of the product or service classified by the expenditure item and the total of the purchase amount thereof are stored in the household account book storage unit 22 as the household account book information for each user in association with the user ID.

Next, in step S22, the household account book creation unit 12 reads out the personal information of each user from the purchase information storage unit 21, and classifies each user by income group based on the annual income included in the personal information. Then, for each income group, the user-specific household account book information of each user classified into the income group is read from the household account book storage unit 22, and based on this user-specific household account book information, it is divided into expenditure items and expenditure items. Calculate the average or variance of the purchase price for each included product or service. Then, the household account book information created for each income group is stored in the household account book storage unit 22 in association with the income group ID.

As a result, for example, the user-specific household accounts of each user U1 to Uk shown in FIG. 7A are classified by income group, and based on the household account book information of a plurality of users classified into the income group for each income group. As shown in FIG. 7B, household account book information for each income group is created.

Subsequently, in step S23, the household account book creation unit 12 reads out the personal information of each user from the purchase information storage unit 21, and based on the home address included in the personal information, the area area where the user resides (for example, in units of town names). Settings) are specified, and each user is classified into one of the plurality of specified regional areas. In addition, for each of the above area areas, the individual household account book information of each user classified into the area is read from the household account book storage unit 22, and based on the user-specific household account book information, each expenditure item and the relevant expenditure item are obtained. Calculate the average or variance of the purchase price for each product or service included in. Then, the household account book information created for each area is stored in the household account book storage unit 22 in association with the area ID.

As a result, for example, the user-specific household accounts of each user U1 to Uk shown in FIG. 7A are classified by area based on the user's residence address, and a plurality of users are classified into the area for each area. Based on the user's household account book information, household account book information for each area is created as shown in FIG. 7 (c).

In addition, for example, based on the address of the purchase store included in the purchase information, the area area (typical action area of the user) in which the user stops most often or the time is specified for each user, and each user is similarly specified. By classifying each into the specified action areas, household account book information for each action area may be created.

(3) Selection of user to be approached The marketing server SV monitors the input of the analysis request in step S30. Then, for example, when an analysis request is received from the service providing server GM, a process for selecting an approach target user corresponding to the conditions requested by the analysis request is performed under the control of the analysis unit 13 and the approach target selection unit 14. Execute as follows. The analysis request includes information for designating the product or service of interest and information for designating whether or not to use income or residential area to narrow down the users to be approached (narrowing down designation information).

(3-1) When selecting an approach target from all users First, in step S31, the analysis unit 13 determines whether or not the narrowing down designation information is included in the analysis request. Then, when the narrowing down designation information is not included, in step S60, all the users stored in the purchase information storage unit 21 are selected, and in step S70, the user to be approached is selected from all the users. Perform processing. FIG. 5 is a flowchart showing the selection processing procedure of the approach target user and the processing content thereof.

First, in step S71, the analysis unit 13 sets a threshold value for user selection (first threshold value) based on the consumption ratio of all users. The first threshold value is set based on the average value obtained by obtaining the consumption ratio of all the users stored in the purchase information storage unit 21.

It is also possible to set the first threshold value based on the statistical data of the general household expenditure structure. In this case, as statistical data, for example, "Report on consumer issues and consumer policies, Part 1 Current status of consumer issues, Chapter 1 Trends in socio-economic conditions surrounding consumers and consumer behavior / awareness", charts 1-1-1-3, etc. (2009-2011), [Search on February 14, 2017], Internet <URL: http://www.caa.go.jp/adjustments/houkoku/honbun_1_1_1.html> Is available.

Next, in step S72, the analysis unit 13 selects one of all the users selected in step S60. Then, for the selected user, based on the user-specific household account book information stored in the household account book storage unit 22, the product or service of interest specified by the analysis request and other items in the same expenditure item are used. Calculate the consumption ratio with the goods or services of.

Subsequently, in step S74, the approach target selection unit 14 compares the calculated consumption ratio with the first threshold value set in step S71, and if the consumption ratio is equal to or higher than the first threshold value. , The user is selected as an approach target in step S75. On the other hand, if the consumption ratio does not meet the first threshold value, the user is not selected as an approach target.

For example, suppose that a service provider has designated "sports equipment or service" as a product or service of interest. In this case, the analysis unit 13 refers to the household account book information shown in FIG. 6, and refers to "sports" and the same items as the expenditure items including the sports, that is, other items in "education / entertainment expenses". Calculate the consumption ratio between the products or services of "Entertainment", "Leisure / Travel", "Gardening", etc. As a result of this calculation, if the consumption ratio of "sports" in the expenditure items of "education / entertainment expenses" is higher than the first threshold value, the user is highly motivated to purchase "sports equipment or services". And select the user as the approach target. On the other hand, even if the purchase price for "sports equipment or services" is high, if the consumption ratio of "sports" in the expenditure items of "education / entertainment expenses" does not meet the first threshold value. Do not select the user as an approach target.

The approach target selection unit 14 stores the user ID of the selected approach target user in the approach information storage unit 24. At this time, the personal information associated with the user ID is read from the purchase information storage unit 21, and the personal information is associated with the user ID and stored in the approach information storage unit 24.

In step S76, the analysis unit 13 determines whether or not the selection process of all the users to be selected has been completed. Then, if there are still unselected users, the process returns to step S72, selects the next user, and repeats the processes of steps S73 to S75. The above process is repeated until there are no unselected users.

(3-2) When selecting the approach target user after narrowing down the user set by income group and region area It is assumed that the narrowing down designation information is included in the analysis request in step S31 above. In this case, the marketing server SV performs the user narrowing down process in step S40 under the control of the analysis unit 13 and the approach target selection unit 14. FIG. 4 is a flowchart showing the processing procedure and the processing content.

(3-2-1) Narrowing down by income group First, in step S41, the analysis unit 13 has a second threshold value for selecting an income group and a third threshold value for selecting a regional area. Are set respectively. For these threshold values, for example, the consumption ratio is calculated for each expenditure item based on the household account book information by income group and the household account book information by region stored in the household account book storage unit 22, and the average value is used as the basis. Set to.

The analysis unit 13 selects one income group in step S42. Then, in step S43, the selected income group is the same as the product or service of interest specified by the analysis request based on the income group-specific household account book information stored in the household account book storage unit 22. Calculate the consumption ratio with other goods or services within the expenditure item.

Subsequently, in step S44, the approach target selection unit 14 compares the calculated consumption ratio with the second threshold value set in step S41, and if the consumption ratio is equal to or higher than the second threshold value. , The income group is selected in step S45. On the other hand, if the consumption ratio does not meet the second threshold value, the income group is not selected.

For example, suppose that a service provider has designated the above-mentioned "sports equipment or service" as a product or service of interest. In this case, the analysis unit 13 refers to the household account book information for each income group, and refers to "sports" and other items in the same items as the expenditure items including the sports, that is, other items in "education / entertainment expenses". Calculate the consumption ratio between products or services such as "entertainment," "leisure / travel," and "gardening." Then, as a result of this calculation, if the consumption ratio of "sports" in the expenditure item of "education / entertainment expenses" is higher than the second threshold value, the user set belonging to the income group is "sports equipment or service". Considering that they are highly motivated to purchase, select the user group of the relevant income group as a candidate for approach. On the other hand, even if the purchase price for "sports equipment or services" is high, if the consumption ratio of "sports" in the expenditure items of "education / entertainment expenses" does not meet the second threshold value. The set of users belonging to the income group is not selected.

The approach target selection unit 14 stores the ID of the income group selected as the approach target candidate in the approach information storage unit 24.
In step S46, the analysis unit 13 determines whether or not the selection process of all the income groups to be selected has been completed. Then, if there is an income group that has not been selected yet, the process returns to step S42, the next income group is selected, and the processing according to steps S43 to S45 is repeated. The above process is repeated until there are no unselected income groups.

(3-2-2) Narrowing down by region area When the narrowing down process of the user set by income group is completed, the analysis unit 13 subsequently executes the narrowing down process of the user set by region area as follows.
That is, the analysis unit 13 first selects one regional area in step S47. Then, in step S48, the selected area is in the same item as the product or service of interest specified by the analysis request based on the area-specific household account book information stored in the household account book storage unit 22. Calculate the consumption ratio with other goods or services of.

Subsequently, in step S49, the approach target selection unit 14 compares the calculated consumption ratio with the third threshold value set in step S41, and if the consumption ratio is equal to or higher than the third threshold value. , Select the area area in step S51. On the other hand, if the consumption ratio does not meet the third threshold value, the area is not selected.

For example, when "sports equipment or service" is specified as a product or service of interest as described above, the consumption ratio of "sports" in the expenditure item of "education / entertainment expenses" is the third. If it is higher than the threshold value of, the user set residing in the area is considered to be highly motivated to purchase "sports equipment or service", and the user set in the area is selected as a candidate for approach. On the other hand, even if the purchase price for "sports equipment or services" is high, if the consumption ratio of "sports" in the expenditure items of "education / entertainment expenses" does not meet the third threshold value. A set of users residing in the area is not considered to be of low interest in sports and is not selected.

The approach target selection unit 14 stores the ID of the area area selected as the approach target candidate in the approach information storage unit 24.
In step S52, the analysis unit 13 determines whether or not the selection process of all the area areas to be selected has been completed. Then, if the area area that has not been selected remains, the process returns to step S47, the next area area is selected, and the processing according to steps S48 to S51 is repeated. The above processing is repeated until there are no unselected area areas.

When the narrowing process for each income group and each region is completed, the approach target selection unit 14 selects a set of users who belong to the selected income group and live in the selected area in step S53. Therefore, for example, from the user set of the income group who is highly interested in "sports", the user set who lives in the area where the interest in "sports" is higher is selected.

When the narrowing down processing by income group and region is performed, the analysis unit 13 and the approach target selection unit 14 are users who belong to the selected income group and live in the selected area in step S70. Targeting the set, the selection process of the user to be approached is executed from each user included in the user set.

Thus, in this case, the approach information storage unit 24 includes, for example, a group of users who live in an income group in which many users are highly interested in "sports" and who live in a regional area where many users are highly interested in "sports". The selected users who are highly motivated to purchase "sports equipment" are memorized as the approach target.

In the above description, the users to be approached are selected from the user set selected by narrowing down by income group and by narrowing down by region. However, not limited to this, the approach target user is selected from the user set selected by narrowing down by income group, and the approach target user is also selected from the user set selected by narrowing down by region area. You may try to do it.

(4) Providing Approach Information When the marketing server SV transmits a distribution request for approach target information from the service providing server GM and detects the reception of the distribution request in step S80, the marketing server SV controls step S81 under the control of the transmission control unit 15. The approach information is read from the approach information storage unit 24. Then, this approach information is transmitted from the communication interface unit 30 to the service providing server GM of the request source.

Upon receiving the approach information, the service providing server GM sends a direct mail for introducing a new product of, for example, "sports equipment or service" to the user terminals TM1 to TMm described in the approach information.

(effect)
As described in detail above, in one embodiment, the marketing server SV collects purchase information of each user from a plurality of customer information databases DB1 to DBn, and based on the collected purchase information, users, income groups, and Create household account book information for each area. Then, first, based on the household account book information by income group and the household account book information by region area, the consumption ratio of the product or service of interest in the product or service group having the same expenditure item becomes equal to or higher than the threshold value. Select the income group and regional area, and from the user set belonging to either or both of the selected income group and regional area, the product or service of interest in the product or service group with the same expenditure item. The user whose consumption ratio is equal to or higher than the threshold is selected as the approach target user.

Here, in general, among a plurality of types of products or services, many products or services having a relatively high consumption ratio reflect the user's willingness to purchase. Therefore, by selecting the approach target user by paying attention to the consumption ratio as described above, it is possible to select a user who has a high purchase motivation for the product or service of interest with a high probability.

In addition, prior to the selection of the users to be approached, the income group and the regional area where the consumption ratio of the product or service of interest is equal to or higher than the threshold value are selected. It is possible to narrow down the set of users, which makes it possible to efficiently select the users to be approached.

Furthermore, household account book information for each user, income group, and regional area is created based on the purchase information collected from the customer information databases DB1 to DBn, and a plurality of items with the same expenditure item are created based on the household account book information. Since the approach target users are narrowed down and selected by paying attention to the consumption breakdown of the products or services of interest, it is possible to accurately select the users who are highly interested in the products or services of interest.

Furthermore, since the purchase information of one user is collected from each of the plurality of customer information databases DB1 to DBn to create the household account book information, one user can use the common point card or multiple credits. By using different cards and point cards, it is possible to collect a wide range of purchase information for products or services purchased from multiple stores, which makes it possible to more accurately grasp the consumption breakdown of the user.

[Other Embodiments]
When selecting users to be approached, to enrich the lives of products or services that are classified into the expenditure items that correspond to the necessary expenses among the multiple expenditure items of the household account book data, and not necessarily necessary. The consumption ratio with the goods or services classified into the expenditure items corresponding to the allowance cost to be used may be calculated, and the user to be approached may be selected based on the calculated consumption ratio.

In this way, for example, when focusing on products or services related to hobbies or entertainment, users who spend a high ratio of leisure expenses to necessary expenses are regarded as having a high willingness to purchase products or services related to hobbies or entertainment. , It becomes possible to select with high probability.

Further, in the above-described embodiment, household account book information is created for each income group and region area, a user set is selected using the household account book information, and the approach target user is selected from the selected user set. I tried to select. However, it is not limited to this, for example, household account book information is created for each age group or family structure, a user set is selected using these household account book information, and an approach target user is selected from this selected user set. You may do so.

In addition, a user group is formed not for each user but for example by region information, income, and purchase information, purchase information is collected for each user group, and purchase information of users included in the user group is complemented with each other. It may be.
Further, when a leaflet or a posting advertisement is performed as a recommendation service, a distribution control unit such as a leaflet is added to the marketing server SV or the service providing server GM. Then, the distribution request of the leaflet may be transmitted together with the print data to the terminal of the company or the posting company that undertakes the distribution of the insert leaflet or the posting advertisement.

In addition, the means for acquiring purchase information, the means for generating information representing the consumption breakdown, the function of the means for selecting a user, the configuration of a marketing information analyzer, and the like are also variously modified and implemented without departing from the gist of the present invention. It is possible.

In short, the present invention is not limited to the above-described embodiment as it is, and at the implementation stage, the components can be modified and embodied within a range that does not deviate from the gist thereof. In addition, various inventions can be formed by an appropriate combination of the plurality of components disclosed in the above-described embodiment. For example, some components may be removed from all the components shown in the embodiments. In addition, components from different embodiments may be combined as appropriate.

SV ... Marketing server, DB1-DBn ... Purchase information management server, GM ... Data provision server, TM-TMm ... User terminal, NW ... Communication network, 10 ... Control unit, 20 ... Storage unit, 30 ... Communication interface unit, 11 ... Purchase information acquisition control unit, 12 ... household account book creation unit, 13 ... analysis unit, 14 ... approach target selection unit, 15 ... transmission control unit, 21 ... purchase information storage unit, 22 ... household account book storage unit, 23 ... analysis result memory Department, 24 ... Approach information storage department.

Claims (10)

An acquisition means for acquiring purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of products or services for each of the plurality of users.
Based on the acquired purchase information, for each user, a generation means for generating information representing the consumption breakdown of the goods or services purchased by the user, and a generation means.
For each user, based on the information representing the generated consumption breakdown, the consumption ratio of the first product or service of interest among the plurality of types of products or services and the other second product or service is determined. It is provided with a selection means for calculating and selecting a user to be approached from the plurality of users based on the calculated consumption ratio.
The generation means
Further provided is a means for classifying the users into a plurality of income groups and generating information representing the consumption breakdown of goods or services purchased by the user set classified into the income groups for each income group.
The selection means
For each income group, the consumption ratio between the first product or service of interest and the other second product or service was calculated based on the information representing the consumption breakdown of the user set, and the calculation was performed. A means of selecting an income group to be approached from the plurality of income groups based on the consumption ratio, and
Among a plurality of users belonging to the user set classified into the selected income group, the consumption ratio of the first product or service of interest purchased by each user and the other second product or service. A marketing information analyzer that provides a means of selecting users to approach based on. An acquisition means for acquiring purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of products or services for each of the plurality of users.
Based on the acquired purchase information, for each user, a generation means for generating information representing the consumption breakdown of the goods or services purchased by the user, and a generation means.
For each user, based on the information representing the generated consumption breakdown, the consumption ratio of the first product or service of interest among the plurality of types of products or services and the other second product or service is determined. It is provided with a selection means for calculating and selecting a user to be approached from the plurality of users based on the calculated consumption ratio.
The generation means
A means for classifying the user into a plurality of regional areas according to the place of residence or purchase, and generating information representing the consumption breakdown of the goods or services purchased by the user set classified into the regional area for each regional area. Further prepare
The selection means
For each of the regional areas, the consumption ratio of the first product or service of interest and the other second product or service was calculated based on the information representing the consumption breakdown of the user set, and the calculation was performed. A means of selecting an area to be approached from the plurality of areas based on the consumption ratio, and
Consumption ratio of the first product or service of interest purchased by each user and the other second product or service from among a plurality of users belonging to the user set classified in the selected area. A marketing information analyzer that provides a means of selecting users to approach based on. When the purchase information of one user is distributed and managed in a plurality of purchase information management databases, the acquisition means accesses the plurality of purchase information management databases and acquires a plurality of purchase information related to the user. The marketing information analyzer according to claim 1 or 2, wherein the acquired plurality of purchase information is integrated for each user and stored in a memory. The generation means includes household account book data in which spending items are divided into a plurality of items, and the user or the user is based on the acquired purchase information of the user or the user set for each user or the income group. Claim 1 or claim 1 that generates information representing the consumption breakdown by classifying the goods or services purchased by the group and the purchase amount thereof into the corresponding items of the household account book data. The marketing information analyzer according to 3. The generation means includes household account book data in which expenditure items are divided into a plurality of items, and the user or the user is based on the acquired purchase information of the user or the user set for each user or the area. Claim 2 or quoting claim 2 that generates information representing the consumption breakdown by classifying the goods or services purchased by the group and the purchase amount thereof into the corresponding items of the household account book data. The marketing information analyzer according to 3. The selection means
Based on the information representing the consumption breakdown generated using the household account book data, the first product or service of interest and another second product or service classified into the same expenditure items as the first product or service. The marketing information analyzer according to claim 4, wherein the consumption ratio with the product or service of the product or service is calculated, and the user or the income group to be approached is selected based on the calculated consumption ratio. The selection means
Based on the information representing the consumption breakdown generated using the household account book data, the first product or service of interest and another second product or service classified into the same expenditure items as the first product or service. The marketing information analyzer according to claim 5, wherein the consumption ratio with the product or service of the product or service is calculated, and the user or region area to be approached is selected based on the calculated consumption ratio. A marketing information analysis method executed by an information processing device having a processor and memory.
A process in which the information processing device acquires purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of products or services for each of the plurality of users.
A process in which the information processing device generates information representing a consumption breakdown of a product or service purchased by the user for each user based on the acquired purchase information.
Based on the information representing the generated consumption breakdown for each user, the information processing apparatus pays attention to the first product or service among the plurality of types of products or services and the other second product or service. The process of calculating the consumption ratio with the service and
The information processing device includes a process of selecting a user to be approached from the plurality of users based on the calculated consumption ratio.
The process of generating the information representing the consumption breakdown is
It further comprises a process of classifying the users into a plurality of income groups and generating information representing the consumption breakdown of goods or services purchased by the user set classified into the income groups for each income group.
The process of selecting the user to be approached is
For each income group, the consumption ratio between the first product or service of interest and the other second product or service was calculated based on the information representing the consumption breakdown of the user set, and the calculation was performed. The process of selecting the income group to be approached from the multiple income groups based on the consumption ratio, and
Among a plurality of users belonging to the user set classified into the selected income group, the consumption ratio of the first product or service of interest purchased by each user and the other second product or service. A marketing information analysis method that includes a process of selecting users to be approached based on. A marketing information analysis method executed by an information processing device having a processor and memory.
A process in which the information processing device acquires purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of products or services for each of the plurality of users.
A process in which the information processing device generates information representing a consumption breakdown of a product or service purchased by the user for each user based on the acquired purchase information.
Based on the information representing the generated consumption breakdown for each user, the information processing apparatus pays attention to the first product or service among the plurality of types of products or services and the other second product or service. The process of calculating the consumption ratio with the service and
The information processing device includes a process of selecting a user to be approached from the plurality of users based on the calculated consumption ratio.
The process of generating the information representing the consumption breakdown is
The process of classifying the user into a plurality of regional areas according to the place of residence or purchase, and generating information representing the consumption breakdown of the purchased goods or services by the user set classified into the regional area for each regional area. Further prepare
The process of selecting the user to be approached is
For each of the regional areas, the consumption ratio of the first product or service of interest and the other second product or service was calculated based on the information representing the consumption breakdown of the user set, and the calculation was performed. The process of selecting the area to be approached from the plurality of areas based on the consumption ratio, and
Consumption ratio of the first product or service of interest purchased by each user and the other second product or service from among a plurality of users belonging to the user set classified in the selected area. A marketing information analysis method that includes a process of selecting users to be approached based on. A marketing information analysis program that operates a processor as each of the means provided in the marketing information analysis device according to any one of claims 1 to 7.

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