JP7011877B1 - Advertising rating system, advertising rating method and program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To verify the effect of an advertisement. SOLUTION: In an advertisement evaluation system, a place storage unit that stores a user and a place in association with each other, a survey target specific unit that identifies a user corresponding to the place where an advertisement is posted, and an electronic destination for the user. An email acquisition unit that acquires emails, a transaction data extraction unit that analyzes emails and extracts transaction data, and advertisements depending on whether the products contained in the transaction data match the products related to the advertisement. It is characterized by having an advertisement evaluation unit for evaluating the effect of the above. [Selection diagram] Fig. 1

Description

The present invention relates to an advertisement evaluation system, an advertisement evaluation method and a program.

By providing a conversion report, the effectiveness of the advertisement is verified.

Japanese Unexamined Patent Publication No. 2019-21977

However, it is difficult to measure conversions.

The present invention has been made in view of such a background, and an object of the present invention is to provide a technique capable of verifying the effectiveness of an advertisement.

The main invention of the present invention for solving the above-mentioned problems is an advertisement evaluation system, in which a place storage unit for storing a user and a place in association with each other and a search for specifying the user corresponding to the place where an advertisement is posted are specified. The target specific unit, the e-mail acquisition unit that acquires the e-mail addressed to the user, the transaction data extraction unit that analyzes the e-mail and extracts the transaction data, and the product included in the transaction data are the advertisements. It is characterized by comprising an advertisement evaluation unit for evaluating the effect of the advertisement according to whether or not the product matches the product related to the above.

Other problems disclosed in the present application and solutions thereof will be clarified by the columns and drawings of the embodiments of the invention.

According to the present invention, the effectiveness of the advertisement can be verified.

It is a figure which shows the whole structure example of the advertisement evaluation system which concerns on one Embodiment of this invention. It is a figure which shows the hardware configuration example of management server 2. It is a figure which shows the software configuration example of management server 2. It is a figure explaining the operation of the advertisement evaluation system of this embodiment. It is a figure which shows the software configuration example of the management server 2 which concerns on 2nd Embodiment.

<Outline of the invention>
The contents of the embodiments of the present invention will be described in a list. The present invention includes, for example, the following configuration.
[Item 1]
A place storage unit that stores users and places in association with each other,
The survey target identification part that identifies the user corresponding to the place where the advertisement was posted, and
An e-mail acquisition unit that acquires e-mail addressed to the user,
A transaction data extraction unit that analyzes the e-mail and extracts transaction data,
An advertisement evaluation unit that evaluates the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement.
An advertising evaluation system characterized by being equipped with.
[Item 2]
The advertisement evaluation system described in item 1
Further provided is a location acquisition unit that acquires the location where the application is installed on the user terminal of the user, associates the acquired location with the user, and registers the location in the location storage unit.
An advertising rating system featuring.
[Item 3]
The advertisement evaluation system according to item 1 or 2.
The location information acquisition unit that acquires the location information of the user, and
An advertisement presenting unit that presents the advertisement to the user of the location information included in the specific place, and an advertisement presenting unit.
An advertising rating system characterized by further provision.
[Item 4]
The advertisement evaluation system according to any one of items 1 to 3.
The advertisement is a coupon
The advertisement evaluation unit evaluates the effectiveness of the advertisement according to whether or not the transaction data includes the coupon used.
An advertising rating system featuring.
[Item 5]
A step to associate and store users and locations, and
Steps to identify the user corresponding to the location where the ad was placed, and
The step of retrieving an email addressed to the user,
Steps to analyze the email and extract transaction data,
A step of evaluating the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement.
An ad rating method characterized by a computer running.
[Item 6]
A step to associate and store users and locations, and
Steps to identify the user corresponding to the location where the ad was placed, and
The step of retrieving an email addressed to the user,
Steps to analyze the email and extract transaction data,
A step of evaluating the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement.
A program that lets your computer run.

<First Embodiment>
FIG. 1 is a diagram showing an overall configuration example of an advertisement evaluation system according to an embodiment of the present invention. The advertisement evaluation system of this embodiment includes a management server 2. The management server 2 is communicably connected to the user terminal 1 and the e-mail server 3 via a communication network. The communication network is, for example, the Internet, and is constructed of a public telephone line network, a mobile phone line network, a wireless communication path, Ethernet (registered trademark), and the like.

<Management server 2>
FIG. 2 is a diagram showing a hardware configuration example of the management server 2. The configuration shown in the figure is an example, and may have other configurations. The management server 2 includes a CPU 201, a memory 202, a storage device 203, a communication interface 204, an input device 205, and an output device 206. The storage device 203 stores various data and programs, such as a hard disk drive, a solid state drive, and a flash memory. The communication interface 204 is an interface for connecting to the communication network 3, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone network, and a wireless communication device for performing wireless communication. , USB (Universal Serial Bus) connector for serial communication, RS232C connector, etc. The input device 205 is, for example, a keyboard, a mouse, a touch panel, a button, a microphone, or the like for inputting data. The output device 206 is, for example, a display, a printer, a speaker, or the like that outputs data. Each functional unit of the management server device 2, which will be described later, is realized by the CPU 201 reading a program stored in the storage device 203 into the memory 202 and executing the program, and each storage unit of the management server 2 is the memory 202 and the storage device. It is realized as a part of the storage area provided by 203.

FIG. 3 is a diagram showing a software configuration example of the management server 2. The management server 2 includes a location storage unit 231, an advertisement storage unit 232, a user information storage unit 233, an evaluation information storage unit 234, a transaction data storage unit 235, a survey target identification unit 211, and an e-mail acquisition unit 212. A transaction data extraction unit 213, an advertisement evaluation unit 214, a location acquisition unit 215, and an advertisement presentation unit 216 are provided.

The place storage unit 231 stores information (hereinafter referred to as place information) that associates the user with the place. The location information can include, for example, a user ID and location that identify the user. The location may be a city, ward, town, village, geofence (area specified on the map), along a specific train, or as a specific building, as long as it can specify a certain range. May be good. Further, the place may be specified by, for example, a facility such as a station, a bus stop, an airport, a park, a theme park, a store name, an event name, or the like.

The advertisement storage unit 232 stores information related to the advertisement (hereinafter referred to as advertisement information). The advertisement information may include a product or service related to the advertisement of the Company in association with the advertisement ID that identifies the advertisement. Further, the advertisement information may further include the place where the advertisement is posted. In addition, the advertisement information can include the advertisement posting period.

The user information storage unit 233 stores information about the user (hereinafter referred to as user information). The user information can include, for example, a user ID that identifies the user and user attributes. User attributes can include arbitrary attributes such as address, gender, age, hobbies, favorite products, and genres of favorite products. The genre may be, for example, a category of products or an object of interest used in targeted advertising.

The evaluation information storage unit 234 stores information related to the evaluation of the advertisement (hereinafter referred to as evaluation information). The evaluation information can include an advertisement ID that identifies the advertisement, the number of users who have purchased the product related to the advertisement, and the purchase price of the product.

The transaction data storage unit 235 stores information related to commercial transactions (hereinafter referred to as transaction data). The transaction data includes a user ID indicating the user who made the transaction, the transaction date (which may be the date and time), the store name of the store where the transaction was made, the payment amount for the product or service, the payment method, and the shipping cost of the product. , Used coupons, used points, transaction amount related to the transaction, name of the product or service (product name), etc. may be included. The transaction amount is the final amount after adding the shipping fee to the payment amount and adding / subtracting according to points, fees, etc., and is the settlement amount to be settled. The payment method indicates which payment method is used for payment, such as a credit card, points, a prepaid card, or a QR code (registered trademark) payment.

The survey target specifying unit 211 identifies the user to be surveyed. The survey target specifying unit 211 identifies a user corresponding to a specific place as a survey target. The survey target identification unit 211 identifies the user corresponding to the place where the advertisement is posted. The survey target specifying unit 211 may, for example, accept the designation of a place from a surveyor (a person who intends to verify the advertising effectiveness of an advertiser, an advertising agency, or the like). In addition, the survey target identification unit 211 accepts the designation of the advertisement to be surveyed from the researcher, identifies the place where the designated advertisement is posted from the advertisement storage unit 232, and surveys the user corresponding to the specified place. It can also be identified as a user.

The e-mail acquisition unit 212 acquires e-mail data addressed to the user. The e-mail acquisition unit 212 can access the e-mail server 3 and acquire e-mail data from the user's mailbox according to a protocol such as POP (Post Office Protocol) or IMAP (Internet Message Access Protocol). The management server 2 is provided with a mail server storage unit that manages the accessed mail server in association with the user ID, and the e-mail acquisition unit 212 accesses all the mail servers registered in the mail server storage unit. You can also collect e-mail data.

The transaction data extraction unit 213 analyzes the e-mail data and extracts the transaction data. Among the e-mail data, those related to commercial transactions include information related to transactions (transaction data). The transaction data extraction unit 213 can extract transaction data from the e-mail data according to a preset rule. In the present embodiment, the commercial transaction assumes the purchase of goods, but may be reservations for goods, receiving services, reservations for services such as hotel reservations, and the like. The management server 2 may be provided with, for example, a rule storage unit that stores rules in association with a pattern of an e-mail address of a sender (store or the like). The transaction data extraction unit 213 reads a rule corresponding to an address pattern in which the sender's address included in the e-mail data matches from this rule storage unit, and reads the transaction data from the e-mail data based on the read rule. It can also be extracted. Further, the transaction data extraction unit 213 may apply all the rules stored in the rule storage unit to use the one that succeeds in extracting the transaction data. In this case, the successful rule may be used. It is possible to specify the store, etc. corresponding to.

The advertisement evaluation unit 214 evaluates the advertising effect. The advertisement evaluation unit 214 can evaluate each of the advertisement information stored in the advertisement storage unit 232, for example. The advertisement evaluation unit 214 can evaluate the advertisement information when, for example, the transaction information is registered in the transaction data storage unit 235. For example, the advertisement evaluation unit 214 may periodically evaluate the advertisement information. Further, the advertisement evaluation unit 214 can receive the designation of the advertisement to be evaluated from the researcher and evaluate the advertisement information corresponding to the designated advertisement.

The advertisement evaluation unit 214 can evaluate the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement (the product of the advertisement information).

For example, for each of the advertisement information, the survey target identification unit 211 identifies a user (survey target user) corresponding to the place where the advertisement information is posted from the place storage unit 231, and the advertisement evaluation unit 214 is from the transaction data storage unit 235. , The number of transaction data for transaction data that corresponds to the user ID indicating the specified survey target user, the transaction date is within the posting period of the advertisement information, and the product name indicating the product of the advertisement information is included. It counts, and the payment amount (which may be the transaction amount) is totaled and counted, that is, the number of users who purchased the advertisement product associated with the advertisement placement location or the number of purchases (the number of purchase users). ) And the total (purchase amount) of the payment amount (and / or the transaction amount) can be written in the evaluation information storage unit 234 in association with the advertisement ID indicating the advertisement. Here, the evaluation evaluation unit 214, for example, is not the number of transaction data, but the number of transaction data corresponding to the transaction date within the posting period and the product to be advertised, in which the user ID indicating the survey target user is counted without duplication. May be registered as the number of purchasing users.

Further, in the advertisement evaluation unit 214, for example, when the transaction data extraction unit 213 extracts the transaction data, the transaction date of the transaction data is within the posting period of the advertisement information or within a predetermined period after the posting period ends, and the transaction. If (at least one of) the products included in the data match the product of the advertisement information in the ad storage unit 232, the number of users who purchased the product according to the advertisement is incremented and the purchase price is paid. Amounts (and / or transaction amounts) can be added. Here, the advertisement evaluation unit 214 identifies a user corresponding to a place matching the place where the advertisement information is posted from the place storage unit 231, and increments the number of purchased users only for the specified user to the purchase price. You may try to add.

The advertisement evaluation unit 214 can evaluate the advertisement according to at least one of the number of purchasing users and the purchase price.

For example, the evaluation of the advertisement may be evaluated so that the higher the number of purchasing users, the higher the evaluation, or the higher the purchase price, the higher the evaluation. Further, the higher the purchase price divided by the number of purchasing users (customer unit price), the higher the evaluation may be made. Further, when a user with a specific attribute makes a purchase, the evaluation may be weighted. Further, the evaluation of the advertisement may be performed according to the number of purchasers and the purchase price corresponding to the unit period (for example, per day). Further, depending on the type of advertisement, the advertisement may be evaluated according to the number of purchasers or the payment amount per a specific number of advertisements (for example, one) in consideration of the number of posted advertisements. Further, the advertisement evaluation unit 214 may evaluate each type of advertisement when a plurality of types of advertisements related to the same product or service are presented.

Further, the advertisement evaluation unit 214 counts, for example, the number of users corresponding to the survey target location from the location storage unit 231 and purchases the advertisement target product (the number of purchased users counted without duplication described above). The ratio of can be evaluated as an advertising effect.

For example, when the advertisement is posted in various places instead of a specific place, the advertisement evaluation unit 214 purchases (or the number of users) of the product to be advertised for all users. , Amount and / or ratio, and the number of purchases (or number of users), amount and / or ratio of the product to be advertised for the user corresponding to a specific place, by calculating and comparing these. , It is also possible to evaluate the superiority of advertising effectiveness for a specific place. That is, the advertisement evaluation unit 214 tells the transaction data storage unit 235 that the number of transaction data for the transaction data whose transaction date is within the posting period of the advertisement information and which includes the product name indicating the product of the advertisement information. The total number of purchased users who counted (which may be the number of unique user IDs in the transaction data) and the total user purchase amount of the payment amount (and / or the transaction amount) are calculated and the evaluation information is stored. The advertisement can be evaluated based on the number of purchased users and the purchase price registered in the unit 234, and the total number of purchased users and the purchase price of all users. The advertisement evaluation unit 214 can, for example, calculate the ratio of the number of purchased users to the total number of purchased users, or calculate the ratio of the purchase amount to the total user purchase amount, and evaluate the ratio.

In addition, the advertisement evaluation unit 214 can also measure the effect of the coupon. Advertising evaluation unit 214 acquires coupons, periods and places. The advertisement evaluation unit 214 can accept, for example, input from a researcher a coupon, a validity period of the coupon, and a place where the coupon is distributed. The advertisement evaluation unit 214 searches for transaction data corresponding to the user to be surveyed that includes the coupon specified as the used coupon, and the number of searched transaction data (that is, the number of times the coupon is used). ) And / or the number of unique users corresponding to the searched transaction data (that is, the number of users who used the coupon) and the total payment amount (and / or transaction amount) (purchase amount) are calculated, and the coupon is obtained. The coupon can be evaluated according to the number of times the coupon is used and / or the number of people using the coupon. The advertisement evaluation unit 214 can perform the same evaluation as the above-mentioned advertisement information. For example, the higher the number of times the coupon is used and / or the number of users, the higher the evaluation, and the higher the purchase price, the higher the evaluation.

The advertisement evaluation unit 214 can present the evaluation result to the investigator. The advertisement evaluation unit 214 can, for example, transmit the evaluation result to the investigator's computer. Further, the advertisement evaluation unit 214 can output, for example, an evaluation result according to the access from the investigator's computer.

The location acquisition unit 215 acquires a location related to the user. For example, the user terminal 1 may receive an input of a place related to the user, and the place acquisition unit 215 may receive the place related to the user from the user terminal 1. In addition, an attraction (advertisement) for software (application) to be installed on the user terminal 1 is displayed in a specific place. The display of the advertisement may be, for example, a signboard, an in-vehicle advertisement, or a position-linked advertisement output by the user terminal 1. The advertisement may include, for example, a QR code (registered trademark) that encodes a link to the store of the application or a URL to the store. The advertisement may be presented with, for example, a reward given to the user. The location acquisition unit 215 detects that the user has installed the application on the user terminal 1 (for example, the e-mail from the store of the application may be analyzed, or the installation may be performed using the API provided by the store of the application. A user may be specified.), The place where the advertisement is placed and the user can be associated and registered in the place storage unit 231.

The advertisement presentation unit 216 presents an advertisement to the user. The advertisement presentation unit 216 can, for example, transmit coupon information to the user terminal 1. For example, the advertisement presenting unit 216 receives input of a specific place and an advertisement from an advertiser, identifies a user ID related to the specified place from the place storage unit 231, and presents an advertisement to the specified user. Can be done. Further, the advertisement presenting unit 216 may accept the condition for the attribute of the user, and may present the advertisement to the user whose attribute satisfies the specified condition among the specified users.

<Operation>
FIG. 4 is a diagram illustrating the operation of the advertisement evaluation system of the present embodiment.

First, an advertisement is placed at a specific location to allow the user to download the application (S301). The advertisement may be an advertisement installed on the site. The management server 2 registers the user who downloaded the application and the place where the advertisement is placed in the place storage unit 231 (S302).

Next, an advertisement is placed in a specific place (the same place as S301 or a different place) (S303). The advertisement may be an advertisement installed on the site. The management server 2 acquires an e-mail addressed to the user from the e-mail server 3, analyzes the e-mail, and extracts transaction data (S304). Here, the management server 2 may extract transaction data only for the user corresponding to the place where the advertisement is posted. The management server 2 searches the advertisement storage unit 232 for advertisement information including products that match the products included in the transaction data, and if the advertisement information that matches the products is found (S305: YES), the management server 2 corresponds to the advertisement ID of the advertisement information. The purchase user of the evaluation information storage unit 234 is incremented, and the payment amount is added to the purchase amount (S306).

The management server 2 can evaluate the effectiveness of the advertisement according to at least one of the number of purchasing users and the purchase price (S307).

<Second embodiment>
In the first embodiment described above, the user and the place where the user was present are stored in association with each other, and depending on whether or not the user related to the place where the advertisement is posted has purchased the advertisement target product. We evaluated the advertising effectiveness. In the second embodiment, the media that has been advertised and the user who has viewed the media are stored in association with each other, and whether or not the user related to the media to which the advertisement has been advertised has purchased the advertisement target product. Evaluate the ad rating accordingly. The media may be, for example, an advertising space included in a television program broadcast by a broadcast wave, an advertising space included in a video provided by a video distribution service, or provided by a Web server. It may be a web page.

FIG. 5 is a diagram showing a software configuration example of the management server 2 according to the second embodiment.

The management server 2 can include (or in addition to) the media storage unit 2311 in place of (or in addition to) the location storage unit 231. The media storage unit 2311 stores information (hereinafter referred to as media information) that associates the user with the media viewed by the user. The media information can include a user ID that identifies the user and information indicating the media.

Further, the advertisement storage unit 2321 provided in the management server 2 can store the posted media in place of (or in addition to) the posted place.

Further, in the second embodiment, the management server 2 can include (or in addition to) the media acquisition unit 2151 in place of (or in addition to) the location acquisition unit 215.

The media acquisition unit 2151 acquires the media viewed by the user. For example, the media acquisition unit 2151 may accept the input of the media viewed by the user on the user terminal 1 and receive the media viewed by the user from the user terminal 1. In addition, an advertisement for software (app) to be installed on the user terminal 1 is placed on a specific medium, and the advertisement includes, for example, a QR code (registered trademark) or a store in which a link to the store of the application is coded. URL to can be included. The advertisement may be presented with, for example, a reward given to the user. The media acquisition unit 2151 detects that the user has installed the application on the user terminal 1 (for example, it may analyze an e-mail from the store of the application, or installs it using the API provided by the store of the application. The user may be specified.), The specific media on which the advertisement is placed and the user can be associated and registered in the media storage unit 2311.

In the second embodiment, in the evaluation of the advertisement, for example, the survey target identification unit 211 identifies a user (survey target user) corresponding to the media on which the advertisement information is posted from the media storage unit 2311, and the advertisement evaluation unit 214 makes a transaction. From the data storage unit 235, regarding transaction data corresponding to the user ID indicating the specified survey target user, the transaction date is within the posting period of the advertisement information, and the product name indicating the product of the advertisement information is included. The number of transaction data is counted (the user ID may be counted so as not to be duplicated), the payment amount (and / or the transaction amount) is totaled, the number of purchased users counted, and the total purchase amount. Can be written in the evaluation information storage unit 234 in association with the advertisement ID indicating the advertisement, and can be performed according to this evaluation information.

In addition, the advertisement evaluation unit 214 can perform the same evaluation as the other first embodiment. For example, when an advertisement is displayed on various media, the advertisement evaluation unit 214 specifies the number of purchases (or the number of users), the amount and / or the ratio of the product to be advertised for all users. By calculating the number of purchases (or number of users), amount and / or ratio of the product to be advertised for users corresponding to the media, and comparing these, the superiority of the advertising effect for a specific media Can also be evaluated. That is, the advertisement evaluation unit 214 tells the transaction data storage unit 235 that the total number of purchasing users for transaction data whose transaction date is within the posting period of the advertisement information and which includes the product name indicating the product of the advertisement information. And the purchase price of all users are calculated, and the advertisement can be evaluated based on the number of purchase users and the purchase price registered in the evaluation information storage unit 234, and the total number of purchase users and the purchase price of all users. For example, the advertisement evaluation unit 214 may calculate the ratio of the number of purchased users to the total number of purchased users, or calculate the ratio of the purchase amount to the total user purchase amount, and evaluate the purchase ratio in a specific medium. can.

As described above, according to the advertisement evaluation system according to the second embodiment, the effect of the advertisement posted on the specific media can be evaluated based on whether or not the user who viewed the media purchased the advertisement product. can.

Although the present embodiment has been described above, the above embodiment is for facilitating the understanding of the present invention, and is not for limiting the interpretation of the present invention. The present invention can be modified and improved without departing from the spirit thereof, and the present invention also includes an equivalent thereof.

For example, in the present embodiment, the transaction data is extracted by analyzing the e-mail, but the present invention is not limited to this, and a message such as a chat or a messaging service may be analyzed.

Further, in the present embodiment, the management server 2 is provided with the advertisement presenting unit 216, but the present invention is not limited to this, and the advertisement is presented from another server such as a Web server or an advertisement distribution server. May be good.

1 User terminal 2 Management server 3 E-mail server

Claims (6)

A place storage unit that stores users and places in association with each other,
The survey target identification part that identifies the user corresponding to the place where the advertisement was posted, and
An e-mail acquisition unit that acquires e-mail addressed to the user,
A transaction data extraction unit that analyzes the e-mail and extracts transaction data,
An advertisement evaluation unit that evaluates the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement.
An advertising evaluation system characterized by being equipped with. The advertisement evaluation system according to claim 1.
Further provided is a location acquisition unit that acquires the location where the application is installed on the user terminal of the user, associates the acquired location with the user, and registers the location in the location storage unit.
An advertising rating system featuring. The advertisement evaluation system according to claim 1 or 2.
The location information acquisition unit that acquires the location information of the user, and
An advertisement presenting unit that presents the advertisement to the user of the location information included in the specific place, and an advertisement presenting unit.
An advertising rating system characterized by further provision. The advertisement evaluation system according to any one of claims 1 to 3.
The advertisement is a coupon
The advertisement evaluation unit evaluates the effectiveness of the advertisement according to whether or not the transaction data includes the coupon used.
An advertising rating system featuring. A step to associate and store users and locations, and
Steps to identify the user corresponding to the location where the ad was placed, and
The step of retrieving an email addressed to the user,
Steps to analyze the email and extract transaction data,
A step of evaluating the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement.
An ad rating method characterized by a computer running. A step to associate and store users and locations, and
Steps to identify the user corresponding to the location where the ad was placed, and
The step of retrieving an email addressed to the user,
Steps to analyze the email and extract transaction data,
A step of evaluating the effectiveness of the advertisement according to whether or not the product included in the transaction data matches the product related to the advertisement.
A program that lets your computer run.

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