JP7075445B2 - Advertising control device, advertising control method, advertising control program - Google Patents

Description

The present invention relates to a method for supporting printing of direct mail.

Conventionally, an advertising method using direct mail has been known. Direct mail is generally printed in units of a certain number of mails (for example, 10,000 mails, etc.) from the viewpoint of advertising costs. For example, Patent Document 1 discloses a system that supports the creation and delivery of direct mail for a management unit that manages a plurality of sales floors in a store. In this system, the store informs the sales floor of the address list number of the group of customers who meet the conditions contacted by each sales floor. The person in charge at each sales floor registers the direct mail manuscript and the address list number on the direct mail manuscript creation site. The direct mail manuscript creation site provides the manuscript approved by the store among the registered manuscripts to the direct mail printing and shipping system together with the address list number. Direct mail printing The shipping system creates direct mail by printing based on manuscripts in batches of fixed quantities.

Japanese Patent No. 6655999

By the way, it is assumed that direct mail is sent to the viewers of the website operated by the advertiser. In this case, with the conventional method, after the number of visitors to the website reaches a certain number, the direct mail is printed and shipped in the fixed number of units. However, since the direct mail is not sent until the number of viewers reaches a certain number, there is a problem that the delivery of the direct mail to the user who browsed the website at the initial stage is delayed.

The present invention has been made in view of the above points, and one example of the problem is that it is possible to shorten the period from when a user browses a website until a direct mail addressed to the user is sent. It is to provide an advertisement control device, an advertisement control method, and an advertisement control program.

In order to solve the above problem, the invention according to claim 1 is identification information that identifies a user who has browsed the website of an advertiser who has requested an advertisement by direct mail, and the website is browsed. From the identification information acquisition means for acquiring the identification information specified according to the above, and the storage means for storing the identification information for identifying the user and the address information indicating the address of the user in association with each other for each of a plurality of users. , The address information acquisition means for acquiring the address information associated with the acquired identification information, the material information acquisition means for acquiring the material information indicating the advertising material specified for printing the direct mail, and the predetermined period. It is instruction information indicating an instruction to print the direct mail in the unit of the number of mails corresponding to the number of users who browsed the website within the predetermined period, and is the instruction information indicating the instruction to print the direct mail within the predetermined period. Instruction information including the address information acquired by the address information acquisition means and the acquired material information for each of the users who browse the website is transmitted to the computer of the printer who prints the direct mail. It is characterized by comprising a transmission means.

According to the present invention, when a user browses an advertiser's website, the identification information of the user is acquired, and the address information stored in advance for the user is acquired. When the predetermined period elapses, the instruction information including the address information of the user who browses the website and the material information within the period is transmitted to the printer's computer. This instruction information indicates that the direct mail is printed in the unit of the number of mails corresponding to the number of users who browsed the website within a predetermined period. Therefore, the printer who received the instruction information sends a direct mail on demand based on the address information and the material information included in the instruction information without waiting for the number of users who browse the website to reach the predetermined number. Print. In this way, direct mail can be sent. Therefore, it is possible to shorten the period from when the user browses the website until the direct mail addressed to the user is sent.

In the invention according to claim 2, the material information acquisition means is addressed to the user who browses the website among a plurality of material information indicating a plurality of advertising materials specified for printing the direct mail. The material information used for printing the direct mail is acquired based on the attributes of the user, and the transmission means is the acquired address information for each of the users who browsed the website within the predetermined period. , The instruction information associated with the acquired material information is transmitted.

According to the present invention, a direct mail in which personalized advertisements are printed according to user attributes is created. Therefore, it is possible to increase the degree of achievement of results by direct mail.

In the invention according to claim 3, the plurality of material information indicates information regarding a plurality of business offices operated by the advertiser, and the material information acquisition means is the acquired product among the plurality of business offices. It is characterized in that the material information indicating the information about the business office in the place corresponding to the address indicated by the address information is acquired.

According to the present invention, a direct mail is created in which an advertisement containing information about a business office located at a location corresponding to a user's address is printed. Therefore, the sales office indicated by the direct mail is the sales office that is easy for the user to go to among the plurality of sales offices. Therefore, the possibility that the user will visit the sales office is high, and the degree of achievement of the result by direct mail can be increased.

In the invention according to claim 4, the identification information acquisition means acquires the identification information of a user who has browsed at least one of a plurality of predetermined web pages included in the website, and the material information acquisition means The present invention is characterized in that, among the plurality of web pages, material information corresponding to the web page browsed by the user is acquired.

According to the present invention, a direct mail in which an advertisement corresponding to a web page viewed by a user is printed is created. Therefore, since the direct mail corresponding to the browsing behavior of the user on the advertiser's site is printed, the degree of achievement of the result by the direct mail can be enhanced.

In the invention according to claim 5, the printing conditions for the direct mail are set in advance for each of the plurality of groups to which the user is divided based on the attributes of the user, and the advertisement control device is used for each of the plurality of groups. The result information indicating the achievement achievement status by the direct mail, which operates according to the preset printing conditions and is printed according to the transmitted instruction information, for each of the plurality of groups, is printed. Before the cumulative number of emails reaches the number according to the budget set in advance for the advertisement by the direct mail, the result information acquisition means to be acquired and the plurality of results information obtained based on the acquired result information. Further, the advertisement control device is provided with a changing means for changing the set printing conditions for at least one group, and the advertisement control device operates according to the changed printing conditions for the at least one group. It is a feature.

According to the present invention, printing conditions for printing direct mail for each of a plurality of groups according to the attributes of the user are set in advance. Before the end of using the preset advertising budget for direct mail, the result information indicating the achievement status of the result by direct mail is acquired for each group. Based on the outcome information, the printing conditions for at least one group are changed. Then, control for printing the direct mail with the remaining advertising budget is performed according to the changed printing conditions. Therefore, it is possible to improve the degree of achievement of results by direct mail before printing the direct mail for the advertising budget.

The invention according to claim 6 is the direct mail addressed to a user belonging to the group among the plurality of material information indicating the plurality of advertising materials specified for printing the direct mail for each of the plurality of groups. The material information used for printing is preset, and the material information acquisition means acquires the material information set for the group to which the user who browses the website belongs among the plurality of groups. The transmission means transmits the instruction information in which the acquired address information and the acquired material information are associated with each of the users who have browsed the website within the predetermined period. The changing means is characterized in that the set material information is changed for at least one group.

According to the present invention, the direct mail advertisement for at least one group is modified based on the achievement status of the direct mail. With this change, it is possible to improve the degree of achievement of results by direct mail.

In the invention according to claim 7, a budget for advertising by the direct mail addressed to users belonging to the group is preset for each of the plurality of groups, and the transmission means is for each of the plurality of groups. , The instruction information including the address information for the number of users whose cumulative number of prints of the direct mail to the group does not exceed the number of prints according to the set budget for the group is transmitted, and the change is made. The means are characterized in that the set budget is changed for at least one group.

According to the present invention, a budget for direct mail is allocated to each group. Then, the budget of at least one group is changed based on the achievement status of the results by direct mail. Therefore, the budget allocation can be changed according to the achievement status of the results.

In the invention according to claim 8, the changing means increases the budget for at least one group having a relatively good achievement achievement status among the plurality of groups from the set budget, and the result. It is characterized by reducing the budget for at least one group with relatively poor achievements from the set budget.

According to the present invention, the budget is moved from the group in which the achievement status is relatively poor to the group in which the achievement status is relatively good. Therefore, as a whole, it is possible to improve the degree of achievement of results by direct mail.

In the invention according to claim 9, the total budget preset for the advertisement by the direct mail is distributed to the plurality of groups as the budget, and the result information acquisition means is the transmitted instruction. The second result information showing the achievement achievement status by the direct mail printed according to the information for the whole including the plurality of groups is further acquired, and the changing means is the budget set for the at least one group. The overall budget is changed based on the acquired second result information.

According to the present invention, the overall budget for direct mail is changed based on the overall achievement of achievements.

The invention according to claim 10 has preset a range of attributes of users belonging to the group for each of the plurality of groups, and the transmission means has the attributes set for any of the plurality of groups. When the attribute of the user who browses the website is included in the range of, the instruction information including the address information of the user is transmitted, and the changing means is set for the at least one group. It is characterized by changing the range of attributes.

According to the present invention, the range of attributes of users to be included in at least one group is changed based on the achievement status of results by direct mail. Therefore, the range of attributes can be changed so as to improve the degree of achievement of results by direct mail.

The invention according to claim 11 is the result achievement status by the direct mail printed in response to the transmitted instruction information, wherein the result information acquisition means is a plurality of partial periods included in a predetermined cycle period. The third result information indicating the achievement status of each result is further acquired, and the changing means is characterized in that the predetermined period is changed based on the acquired third result information.

According to the present invention, the period for acquiring the identification information of the user who browses the advertiser's website is changed based on the achievement achievement status in each of the plurality of partial periods included in the cycle period. The timing at which the print instruction information is transmitted to the printer's computer depends on the period for acquiring the identification information. By changing this period, the transmission timing of the instruction information also changes. As the transmission timing of the instruction information changes, the timing of printing, shipping, and delivery of the direct mail also changes. Since the period for acquiring the identification information can be changed so that the direct mail is delivered in a preferable partial period from the result achievement status, the degree of achievement of the result by the direct mail can be improved.

The invention according to claim 12 is identification information for identifying a user who has browsed the website of an advertiser who has requested an advertisement by direct mail in an advertisement control method executed by a computer, and the website is browsed. A storage that stores the identification information acquisition step for acquiring the identification information specified according to the situation, and the identification information that identifies the user and the address information that indicates the address of the user for each of a plurality of users in association with each other. An address information acquisition step for acquiring the address information associated with the acquired identification information, a material information acquisition step for acquiring material information indicating the advertising material specified for printing the direct mail, and a predetermined method. It is instruction information indicating an instruction to print the direct mail in the unit of the number of mails corresponding to the number of users who browsed the website within the predetermined period every time the period elapses, and is within the predetermined period. The instruction information including the address information acquired by the address information acquisition step and the acquired material information for each of the users who browsed the website is sent to the computer of the printer who prints the direct mail. It is characterized by including a transmission step to be transmitted.

The invention according to claim 13 is identification information for identifying a user who browses the website of an advertiser who requested an advertisement by direct mail on a computer, and is specified in response to the browsing of the website. The identification information acquisition means for acquiring the identification information, and the storage means for storing the identification information for identifying the user and the address information indicating the address of the user in association with each other for each of the plurality of users. The address information acquisition means for acquiring the address information associated with the identification information, the material information acquisition means for acquiring the material information indicating the advertising material specified for printing the direct mail, and the material information acquisition means for acquiring the material information, and every time a predetermined period elapses, Instructional information indicating an instruction to print the direct mail in the unit of the number of mails corresponding to the number of users who browsed the website within the predetermined period, and browsed the website within the predetermined period. As a transmission means for transmitting instruction information including the address information acquired by the address information acquisition means and the acquired material information for each of the users to the computer of the printer who prints the direct mail. It is characterized by making it work.

According to the present invention, it is possible to shorten the period from when a user browses a website until a direct mail addressed to the user is sent.

It is a figure which shows an example of the outline structure of the advertisement system S which concerns on one Embodiment. It is a block diagram which shows an example of the outline structure of the R site server 1 which concerns on one Embodiment. It is a figure which shows an example of the contents stored in the database and the table in R site server 1. It is a figure which shows an example of the contents stored in the database in R site server 1. It is a figure which shows an example of the functional block of the system control unit 11 of the R site server 1. It is a figure which shows an example of the flow from browsing the advertiser's website to sending direct mail. It is a figure which shows another example of the flow from browsing the advertiser's website to sending direct mail. It is a figure which shows an example of a direct mail. It is a figure which shows the modification example of a creative. (A) shows an example of changing the segment budget. (B) is a diagram showing an example of a change in the overall budget. It is a figure which shows the example of changing the range of an attribute. It is a figure which shows the example of changing the ID collection period. It is a sequence diagram which shows an example of the operation about the printing of the direct mail by the advertisement system S which concerns on one Embodiment. It is a sequence diagram which shows an example of the operation about the change of the print condition by the advertisement system S which concerns on one Embodiment.

Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings. The embodiment described below is an embodiment when the present invention is applied to an advertising system for sending direct mail (DM) by mail to a user who visits an advertiser's website.

[1. Advertising system configuration]
First, the configuration and functional outline of the advertising system S according to the present embodiment will be described with reference to FIG. FIG. 1 is a diagram showing an example of an outline configuration of an advertising system S according to the present embodiment.

As shown in FIG. 1, the advertising system S includes an R site server 1, a person in charge terminal 2, a DM shipping computer 3, a printer 4, a plurality of advertiser site servers 5, and a plurality of advertiser terminals 6. And a plurality of user terminals 7. The R site server 1, the person in charge terminal 2, the DM shipping computer 3, each advertiser site server 5, each advertiser terminal 6, and each user terminal 7 are connected to each other via a network NW. .. The network NW is constructed by, for example, the Internet, a dedicated communication line (for example, a CATV (Community Antenna Television) line), a mobile communication network (including a base station, etc.), a gateway, and the like.

The R site server 1 is a server device that executes processing related to a predetermined website. For example, the R site server 1 sends a web page to the user terminal 7 and controls login. The name of the given website is assumed to be "Site R". Site R provides a predetermined service to a user who has registered as a member (that is, a user who has acquired an account). The types of services provided by Site R are not limited as long as they are services that can be registered as members, but examples of such sites or services include online shopping, online shopping malls, free markets, hotel reservations, and beauty salons. Reservation, golf course reservation, on-site reservation, online banking, social networking service, housing information provision, blog, weather forecast, news, etc. The site R may be a set of a plurality of sites. That is, a plurality of services may be provided at the site R. At the time of membership registration or after membership registration, the user can register the user's name, zip code, address, etc. on the site R. Therefore, the site R may provide a service using the address of the user to the user who has the account. Site R is operated by, for example, a predetermined business operator. The name of this business is assumed to be "Company R".

The R site server 1 sends a cookie to the user terminal 7 that has accessed the R site server 1 in order for the user to browse the site R. One of the information transmitted to the user terminal 7 by the cookie is the R cookie ID. The R cookie ID is identification information for identifying the user or the user terminal 7 on the site R. The R cookie ID is associated with the user's account on the site R. The R cookie ID may be, for example, a user ID. The user ID is information that identifies a user who has an account on Site R. Alternatively, the R cookie ID may be a terminal ID. The terminal ID is information that identifies the user terminal 7. When the R cookie ID is a terminal ID, the R site server 1 manages the user ID and the terminal ID in association with each other.

Further, the R site server 1 controls the printing of the direct mail sent to the user who browses the website of the advertiser who requested the advertisement by the direct mail. For example, when a user browses a website, the R site server 1 acquires an R cookie ID from the user terminal 7 of the user. In this way, the R site server 1 collects the R cookie ID of the user who browses the website at predetermined intervals. The R site server 1 acquires address information including the address of the user who browses the website based on the collected R cookie ID. The R site server 1 transmits a print instruction (or a shipping instruction) including address information to the DM shipping computer 3. At this time, the R site server 1 may also transmit the advertisement data printed on the direct mail.

Compared to Internet advertisements, direct mail is less likely to be buried in other advertisements, and it is also less likely that users will see it while doing other work. Therefore, there is a high possibility that the user will be aware of the advertisement and read it. This can improve the conversion rate. Also, since the address of the member of Site R is used, the larger the ratio of the number of members of Site R to the population of the area to which direct mail is sent, the more users who browse the advertiser's website. You can send direct mail to users. The R site server 1 may be composed of, for example, a server device that executes processing related to site R and a server device that executes processing related to direct mail.

The person in charge terminal 2 is a terminal device used by a person in charge in the advertising department of Company R. For example, the person in charge registers the conditions specified by the advertiser of the direct mail in the R site server 1 by using the person in charge terminal 2. Examples of authorizations specified by advertisers include advertising budgets, attributes of segments targeted for direct mail delivery, creatives, and so on. A segment is a group of users who have common attributes. Creative refers to the material of an ad that is printed in direct mail. The material of the advertisement includes, for example, characters, images, marks, and the like. The creative may be the production of the advertisement itself composed of such materials. These conditions may be determined through discussions between the advertiser and the person in charge. Examples of the person in charge terminal 2 include a personal computer, a tablet computer, and the like.

The DM shipping computer 3 is a terminal device or a server device used by a worker to send a direct mail to a member of Site R. The DM shipping computer 3 may be, for example, a computer managed by company R, or may be a computer managed by an agent who has been entrusted with printing and shipping of direct mail by company R.

The printer 4 is a printing machine for printing direct mail on demand. Direct mail may be shipped, for example, in a postcard or in an envelope. In the case of a postcard, the advertisement is printed on at least one of the front side and the back side of the postcard. In the case of an envelope, the advertisement is printed on the letter contained in the envelope. The envelope may further contain a sample of the product. Examples of the printer 4 include digital printing machines such as inkjet printers, laser printers, and LED printers. The printer 4 is connected to the DM shipping computer 3. The printer 4 prints a digital image transmitted from the DM shipping computer 3 on a postcard or the like.

Each advertiser site server 5 is a server device that executes processing related to a website operated by a direct mail advertiser. For example, the advertiser site server 5 sends a web page to the user terminal 7 and processes a transaction of a product or service provided by the advertiser. The advertiser's site contains information about the goods or services being advertised. The advertiser's site may be, for example, an EC (Electronic Commerce) site. Examples of transactions from the user's perspective on an EC site include purchasing goods, making reservations for services, requesting materials for goods or services, making appointments for receiving explanations of goods or services, and making meetings or sites operated by advertisers. Member registration etc. can be mentioned.

Each advertiser terminal 6 is a terminal device used by a direct mail advertiser. For example, by operating the advertiser terminal 6 to access the R site server 1, the advertiser may be able to confirm the delivery status of direct mail, the achievement status of results, and the like. Examples of the advertiser terminal 6 include a personal computer, a tablet computer, and the like.

Each user terminal 7 is a terminal device used by a user having an account of Site R. Examples of the user terminal 7 include a mobile information terminal such as a smartphone and a tablet computer, a mobile phone, a PDA (Personal Digital Assistant), a personal computer, a set top box, and the like. A web browser is incorporated in each user terminal 7. Each user terminal 7 receives and displays a web page of a site R, a site operated by each advertiser, and other sites.

[2. R site server configuration]
Next, the configuration of the R site server 1 will be described with reference to FIGS. 2 to 4. FIG. 2 is a block diagram showing an example of an outline configuration of the R site server 1 according to the present embodiment. As shown in FIG. 2, the R site server 1 includes a system control unit 11, a system bus 12, an input / output interface 13, a storage unit 14, and a communication unit 15. The system control unit 11 and the input / output interface 13 are connected via the system bus 12.

The system control unit 11 is composed of a CPU (Central Processing Unit) 11a, a ROM (Read Only Memory) 11b, a RAM (Random Access Memory) 11c, and the like.

The input / output interface 13 performs interface processing between the storage unit 14 and the communication unit 15 and the system control unit 11.

The storage unit 14 is composed of, for example, a hard disk drive or the like. The storage unit 14 includes databases such as a member DB 14a, a user ID table 14b, an advertiser DB 14c, a creative DB 14d, a segment DB 14e, a site R action history DB 14f, an advertiser site browsing history DB 14g, a print instruction history DB 14h, and a conversion information DB 14i. The table is remembered. "DB" is an abbreviation for database.

3 and 4 are diagrams showing an example of the contents stored in the database and the table in the R site server 1. In the member DB 14a, member information about a user who has an account of Site R is stored for each user. Specifically, in the member DB 14a, a user ID, a password, a name, a gender, a date of birth, a zip code, an address, a telephone number, an e-mail ares, and the like are stored in association with each other as member information.

The user ID table 14b is a table for associating the R cookie ID of the same user with the user ID when the R cookie ID is the terminal ID. Specifically, in the user ID table 14b, the R cookie ID and the user ID are stored in association with each other for each user terminal 7 used by the user logged in to the site R to access the site R. When the R cookie ID is the user ID itself, the user ID table 14b is unnecessary.

Advertiser information about the advertiser is stored in the advertiser DB 14c for each advertiser. Specifically, the advertiser ID, the site ID, the overall budget, the ID collection period, and the like are stored in the advertiser DB 14c in association with each other as the advertiser information. The advertiser ID is identification information for identifying the advertiser. The site ID is identification information that identifies a website operated by an advertiser. The site ID may be, for example, the domain name of the website. The total budget is the total advertising budget spent on direct mail by advertisers. The ID collection period is a period for collecting the R cookie ID of the user who browses the website operated by the advertiser. An R cookie ID is collected for each ID collection period. The ID collection period may be, for example, every day. Alternatively, the ID collection period may be every two days, every three days, or the like from a specific day. Alternatively, the ID collection period may be specified by the day of the week at the start and end of the period, for example, the period from Monday to Sunday. Further, a plurality of business office information may be stored in the advertiser DB 14c in association with the advertiser ID. The sales office information is information about a sales office operated by an advertiser and which can be visited by a customer. The business office may be, for example, an office or a store. Each business office information may include, for example, a business office name, a zip code, an address, a telephone number, a fax number, an e-mail address, and the like. Advertiser information may be entered, for example, by the advertiser.

In the creative DB 14d, information about the creative of the direct mail is stored in association with each advertiser. Specifically, the advertiser ID and one or more creative information are stored in the creative DB 14d in association with each other. The creative information is information about the creative of the advertiser's direct mail indicated by the advertiser ID. Each creative information includes a creative ID and creative data. The creative ID is identification information that identifies the creative. Creative data is data indicating the material of an advertisement. The creative data may include, for example, text data, image data, data indicating the arrangement of each material, and the like. The creative information may be specified, for example, by the advertiser.

Information about the segment designated by the advertiser is stored in the segment DB 14e for each advertiser. Specifically, the advertiser ID and one or more segment information are stored in the segment DB 14e in association with each other. The segment information indicates the segment specified by the advertiser indicated by the advertiser ID. Each segment information includes segment ID, attribute information, segment budget, creative ID and the like. The segment ID is identification information that identifies the segment. The attribute information indicates the attribute of the segment. The attribute information may include at least the page ID. The page ID is identification information that identifies the web page viewed by the user among the web pages included in the advertiser's website. That is, the web page viewed by the user determines the attributes of the user. The page ID may be, for example, a URL (Uniform Resource Locator) of a web page. The attribute information may include other attributes in addition to or in the form of a page ID. Examples of other attributes include gender, age, residential area, attributes identified from the history of behavior on Site R and the advertiser's site, and the like. Examples of attributes identified from the history of behavior include purchase experience or purchase frequency of a specific product or product of a specific category, reservation experience or reservation frequency of a specific service or service of a specific category, and specific. Whether or not the service is used or how often it is used, how often the advertiser's website is browsed, the status of the assets owned, the length of time that has passed since the last visit to the advertiser's website, and the like. A segment budget is an advertising budget spent on direct mail to users in that segment. The entire budget stored in the advertiser DB 14c is distributed to the segments. The creative ID indicates a creative used to print a direct mail advertisement to users in that segment.

The site R action history DB 14f stores the history of specific actions on the site R by the members of the site R. Specifically, every time a specific action is performed, the action date and time, the user ID, the action information, and the like are stored in association with each other as the action log in the site R action history DB 14f. The action date and time indicates the date and time when the user took an action. The user ID indicates a user who has taken an action. The action information indicates the action content. The specific behavior in which the history is stored varies depending on the type, nature, and the like of the site R. For example, if the particular behavior is browsing a web page, the behavior information indicates the web page viewed. If the particular action is an order or purchase of a product, a reservation for a service, etc., the action information indicates the target product or service.

The advertiser site browsing history DB 14g stores the browsing history of the advertiser's website by the members of the site R. Specifically, every time a member browses a specific web page of an advertiser, the browsing date and time, R cookie ID, site ID, page ID, etc. are associated with each other as browsing logs in the advertiser site browsing history DB 14g. It will be remembered. The viewing date and time indicates the date and time when the advertiser's web page was viewed. The page ID indicates the web page viewed. The R cookie ID indicates a user who has browsed a web page. The site ID indicates the website of the web page viewed.

The print instruction history DB 14h stores a history of sending direct mail print instructions to the DM shipping computer 3. Specifically, each time a print instruction is transmitted, the advertiser ID, the print instruction date and time, and one or more print detailed information are stored in the print instruction history DB 14h in association with each other as the print instruction transmission log. To. The advertiser ID indicates which advertiser's direct mail is printed. The print instruction date and time indicates the date and time when the print instruction was sent. The print detailed information is detailed information regarding the printing of direct mail. The print details are set segment-by-segment or creatively. Each print detail information includes segment ID, attribute information, creative ID, creative data, and one or more user information. The segment ID indicates which segment the direct mail is printed for. The attribute information indicates the attribute of the segment. The creative ID and creative data indicate the advertising material of the direct mail for the segment. The user information is information about the user to whom the direct mail is sent. Each user information includes a user ID, a name, a zip code, an address, and an advertiser site browsing date and time. The advertiser site browsing date and time is the date and time when the user browses the advertiser's website.

In the conversion information DB 14i, conversion information related to conversion is stored every time a conversion is established as a result of direct mail. Specifically, in the conversion information DB 14i, the advertiser ID, the conversion establishment date, the user ID, the segment ID, and the like are stored as conversion information in association with each other. The advertiser ID indicates an advertiser who has achieved conversion. The conversion establishment date indicates the date when the conversion was established. The user ID indicates a user whose conversion has been established. The segment ID indicates the segment to which the user who has achieved conversion belongs. Examples of conversions include ordering or purchasing a product, booking a service, requesting materials for a product or service, applying for an appointment to receive an explanation of the product or service, applying for membership registration at an advertiser-operated association or site, etc. Visits to sales offices, transitions to specific web pages, etc. Except for web page-specific behavior, these conversions may be made on the advertiser's website or sales office, or through telephone, fax, email, or the like.

The storage unit 14 further stores various programs such as an operating system, a DBMS (Database Management System), and a server program. The server program is a program that causes the system control unit 11 to execute processing related to site R and processing related to sending direct mail. The server program may be acquired from another device via the Internet NW, or may be recorded on a recording medium such as a magnetic tape, an optical disk, or a memory card and read via the drive device. May be good.

The communication unit 15 is composed of, for example, a network interface card or the like. The communication unit 15 connects to the person in charge terminal 2, the DM shipping computer 3, the advertiser site server 5, the advertiser terminal 6, the user terminal 7, and the like via the network NW, and controls the communication state with these devices. do.

[3. Overview of system control functions]
Next, the outline of the function of the system control unit 11 in the R site server 1 will be described with reference to FIGS. 5 to 12. FIG. 5 is a diagram showing an example of a functional block of the system control unit 11 of the R site server 1. As shown in FIG. 5, the system control unit 11 reads and executes various program codes included in the server program, so that the CPU 11a reads and executes the ID acquisition unit 111, the address information acquisition unit 112, the creative information acquisition unit 113, and the print instruction. It functions as a transmission unit 114, a condition change unit 115, and the like.

The ID acquisition unit 111 acquires identification information that identifies a user who has browsed the advertiser's website, and is specified according to the fact that the website is browsed. This identification information may be, for example, an R cookie ID or a user ID. For example, the ID acquisition unit 111 transmits the R cookie ID to the user terminal 7 that has accessed the site R. When the R cookie ID is a terminal ID, the ID acquisition unit 111 may generate and transmit a new R cookie ID to the user terminal 7 accessing for the first time. As a result, the user terminal 7 stores the R cookie ID. After that, the R cookie ID is added to the request transmitted from the user terminal 7 to the R site server 1. When the user inputs the user ID and password and logs in to the site R, the ID acquisition unit 111 associates the user ID with the R cookie ID received from the user terminal 7 and sets the user ID table 14b in the user ID table 14b. Remember. When the R cookie ID is a user ID, when the user inputs the user ID and password and logs in to the site R, the ID acquisition unit 111 uses the user ID as the R cookie ID and sends the user to the user terminal 7. Send. As a result, the user terminal 7 stores the R cookie ID.

The ID acquisition unit 111 may acquire identification information of a user who has browsed at least one of a predetermined one or a plurality of predetermined web pages included in the advertiser's website. FIG. 6 is a diagram showing an example of the flow from browsing the advertiser's website to sending direct mail. As shown in FIG. 6, of the plurality of web pages included in the advertiser's website, at least the web page 200 includes the advertising tag 210. The advertising tag 210 is a tag for acquiring the R cookie ID of the user who browses the web page 200. Specifically, the advertising tag 210 may be a tag instructing the user terminal 7 to transmit the page ID of the web page 200 and the site ID of the advertiser's website to the R site server 1. This tag may be written in a given scripting language. Therefore, when the user terminal 7 displays the web page 200, the user terminal 7 transmits the page ID and the site ID of the web page 200 to the R site server 1. When the user terminal 7 stores the R cookie ID in advance, the user terminal 7 transmits the R cookie ID together with the page ID and the site ID. The ID acquisition unit 111 stores the browsing log including the R cookie ID, the page ID and the site ID thus acquired from the user terminal 7 in the advertiser site browsing history DB 14g. Here, the ID acquisition unit 111 includes the date and time when the R cookie ID was acquired as the browsing date and time in the browsing log.

The address information acquisition unit 112 acquires the address information indicating the address associated with the R cookie ID acquired by the ID acquisition unit 111 from the member DB 14a. That is, the address information acquisition unit 112 acquires the address of the user who browses the advertiser's website. When the R cookie ID is the terminal ID, the address information acquisition unit 112 acquires the user ID associated with the R cookie ID from the user ID table 14b. The address information acquisition unit 112 acquires address information from the member information associated with the acquired user ID. The address information may include a zip code, an address and a name.

The creative information acquisition unit 113 acquires creative data indicating advertising materials specified for printing direct mail. Specifically, the creative information acquisition unit 113 acquires the creative data of the creative information associated with the advertiser ID of the advertiser of the direct mail from the creative DB 14d. The personalization of the creative will be described later.

The print instruction transmission unit 114 indicates a print instruction indicating an instruction to print a direct mail in units of the number corresponding to the number of users who browsed the advertiser's website within the predetermined period every time a predetermined period elapses. To the DM shipping computer 3. The predetermined period is, for example, an ID collection period stored in the advertiser DB 14c. Printing direct mail in units of the number of mails corresponding to the number of users who browsed the advertiser's website in a predetermined period means that the direct mail is printed on demand each time a print instruction is received. Therefore, for example, instead of printing after the number of visitors to the advertiser's website reaches a predetermined number (for example, 10,000), the number of mails corresponding to the number of visitors during that period (for example, the number of visitors). If the number is 106 people, 106 direct mails) will be printed. Since the print instruction itself indicates that the direct mail is printed in the unit of the number of mails corresponding to the number of users who browsed the advertiser's website in the predetermined period, the advertiser's website is printed in the predetermined period. The print instructions do not need to include special information indicating that the direct mail will be printed in units of the number of users who have viewed the.

The print instruction includes the address information acquired by the address information acquisition unit 112 and the creative data acquired by the creative information acquisition unit 113 for each user who browses the advertiser's website within a predetermined period. The DM shipping computer 3 that has received the print instruction generates the address image data including the zip code, the address, and the name from the address information, and generates the advertisement image data from the creative data of. The DM shipping computer 3 transmits the generated image data to the printer 4. The printer 4 prints the direct mail according to the image received from the DM shipping computer 3.

This makes it possible to shorten the period from when a user browses a website until a direct mail addressed to that user is sent. The reason is that the identification information of the user who browses the web page is acquired in real time or in a short period from the time of browsing, and the direct mail is printed on demand. Conventionally, due to the cost of advertising, printing is performed in units of a set number of mails, for example, 10,000 mails and 50,000 mails. However, if we waited for printing until the number of visitors to the website reached 10,000, 50,000, etc., we would direct the users who initially browsed the website after a considerable number of days from the time of browsing. An email will be sent. As the number of days passed from browsing a website, the user's interest in the advertiser's product or service tends to diminish. In the present embodiment, this period is shortened, so that the user can read the direct mail with interest. Therefore, the conversion rate can be increased by direct mail.

The print instruction transmission unit 114 generates a print instruction including address information for a number of users whose cumulative total of direct mails printed for each segment does not exceed the number of prints according to the segment budget allocated to the segment. Since the advertising cost of direct mail per mail is predetermined, it is possible to obtain the planned total number of direct mail prints for that segment from the segment budget. The print instruction transmission unit 114 calculates the cumulative number of direct mails printed so far in each segment with reference to, for example, the print instruction history DB 14h. The print instruction transmission unit 114 does not include the address information of the user of the segment whose cumulative total so far has already reached the planned total number of prints in the print instruction to be transmitted. Further, for the segment whose cumulative total so far is less than the total planned total number of prints, the print instruction transmission unit 114 includes the address information of the user up to the difference between the total planned total number of prints and this cumulative number or less in the print instruction.

Returning to FIG. 6, it is assumed that the ID collection period is, for example, one day. For example, on April 1, the user 101 browses the web page 200, and the R site server 1 acquires the R cookie ID of the user 101. Then, on April 2 or 3, the R site server 1 transmits a print instruction to the DM shipping computer 3 for the user who browsed the web page 200 on April 1. Then, on April 3rd or 4th, the direct mail 300 will be printed and shipped. This direct mail is delivered to the user 101's home, for example, between April 5th and 7th. Also, on April 2, user 102 browses the web page 200. In this case, the printing instruction and the printing and shipping of the direct mail are performed with a delay of about one day as compared with the case of the user 101. Also, on April 3, user 103 browses the web page 200. In this case, the printing instruction and the printing and shipping of the direct mail are performed with a delay of about 2 days as compared with the case of the user 101. In this way, if the ID collection period is one day, direct mail can be printed and sent every day. In this way, direct mail can be sent within a few days of browsing the web page. In the example of FIG. 6, it takes 3 or 4 days from browsing the web page to sending the direct mail, but in some cases, it is possible to send the mail the day after the day when the web page is browsed.

The creative information acquisition unit 113 is used for printing direct mail addressed to a user who browses the advertiser's website, out of a plurality of creative data indicating each of a plurality of advertising materials specified for printing direct mail. May be obtained based on the attributes of the user. Then, the print instruction transmitting unit 114 provides, for each user who browses the website within a predetermined period, the address information acquired by the address information acquisition unit 112 and the material information acquired by the creative information acquisition unit 113. The associated print instruction may be sent to the DM shipping computer 3. This will print a personalized direct mail. You can increase the conversion rate by personalizing direct mail. The user attribute can be specified from, for example, the member DB 14a, the site R action history DB 14f, and the advertiser site browsing history DB 14g. User attributes and creative data may be associated with creative DB 14d. That is, the creative of direct mail is determined for each segment. Attributes and creatives for each segment can be specified by the advertiser.

The creative information acquisition unit 113 may acquire creative data according to the web page viewed by the user among a plurality of predetermined web pages including advertising tags on the advertiser site. FIG. 7 is a diagram showing another example of the flow from browsing the advertiser's website to sending direct mail. For example, suppose that the segments are divided according to the web page viewed by the user. Users typically browse multiple web pages on an advertiser's website. Of the web pages viewed by the user, which web page to be viewed as the attribute of the user may be set by the advertiser, for example. For example, as shown in FIG. 7, the advertiser's website includes at least web pages 201, 202 and 203. Web page 201 is a page that introduces a specific product. The web page 202 is a web page for inputting user information for purchasing a product or a web page for finally confirming the purchase contents. The web page 203 is a web page displayed when the purchase of the product is completed. A user who browses the web page 201 but does not browse any of the web pages 202 and 203 is classified into the segment A corresponding to the web page 201. A user who browses the web page 202 but does not browse the web page 203 is classified into the segment B corresponding to the web page 202. The user who browses the web page 203 is classified into the segment C corresponding to the web page 203. Users 101 and 102 browse web page 201 and belong to segment A. In this case, the creative information acquisition unit 113 acquires, for example, the creative data of the creative C1. Creative C1 contains information on the browsed product. The print instruction transmission unit 114 associates the address information of the users 101 and 102 with the creative data of the creative C1 and transmits the print instruction. As a result, the direct mail 301 on which the advertisement including the information of the browsed product is printed is sent to the users 101 and 102. The user 103 browses the web page 202 and belongs to the segment B. In this case, the creative information acquisition unit 113 acquires, for example, the creative data of the creative C2. The creative C2 includes information on the coupon code given to the user who purchased the product. The print instruction transmission unit 114 associates the address information of the user 102 with the creative data of the creative C2, and transmits the print instruction. As a result, the direct mail 302 on which the advertisement including the coupon code is printed is sent to the user 103. Users 104, 105 and 106 browse web page 203 and belong to segment C. In this case, the creative information acquisition unit 113 acquires, for example, the creative data of the creative C3. Creative C3 contains information on products that are different from the purchased products. The print instruction transmission unit 114 associates the address information of the users 104 to 106 with the creative data of the creative C3, and transmits the print instruction. As a result, the direct mail 303 on which the advertisement including the information of another product is printed is sent to the users 104 to 106. The print instruction transmission unit 114 may integrate the print instructions of the creatives C1, C2, and C3 into one print instruction, and transmit the integrated print instruction to the DM shipping computer 3.

The plurality of creative data may indicate information about a plurality of sales offices operated by the advertiser. The information about the sales office shown in the creative data may include the information necessary for the user to go to the sales office. Examples of such information include business office addresses, telephone numbers, fax numbers, e-mail addresses and maps showing business office locations. By telephone, fax or e-mail, the user can obtain the address of the business office or information for going to the business office from the business office. The creative information acquisition unit 113 may acquire creative data indicating information on a business office located at a location corresponding to the address indicated by the address information acquired by the address information acquisition unit 112 among these plurality of business offices. .. The business office located at the location according to the user's address is the business office with the relatively good or the best business office to move from the user's address among the plurality of business offices. The flight of travel may be indicated by the distance between the user's address and the business office, or may be indicated by the travel time from the user's address to the business office. The travel time can be calculated by using a known route search technique. Alternatively, the travel flight may be indicated by whether or not the user's address is included in the area in which the sales office is in charge of sales. Since a direct mail containing information on a business office that is convenient to move from the address of the user who browsed the web page is printed, the probability that the user will visit the business office or make an inquiry to the business office is high. .. Therefore, the conversion rate is improved. A plurality of creative data relating to a plurality of business offices may be stored in the creative DB 14d in advance. Then, the user may be segmented based on at least a business office that is convenient to move from the user's address.

FIG. 8 is a diagram showing an example of direct mail. As shown in FIG. 8, the user's address information 3011 is printed on the surface 3010 of the direct mail 300. The address information 3011 indicates that the user's address is in Setagaya Ward. Further, the sender information 3012 may be further printed on the surface 3010. The sender information 3012 indicates that the sender of the direct mail 300 is Site R or Company R. The advertisement 3021 and the business office information 3032 are printed on the back surface 3021 of the direct mail 300. The business office information 3032 indicates the name, address and telephone number of the business office in Tamagawa, Setagaya-ku.

The condition changing unit 115 changes the printing conditions of the direct mail. The print condition of the direct mail may indicate, for example, under what conditions the direct mail is printed, or for a user who meets the conditions, the direct mail is printed. For example, printing conditions may be set in advance for each of the plurality of segments. Examples of print conditions for each segment include creative, segment budget, and segment attributes used to print direct mail. The R site server 1 operates according to preset print conditions for each of the plurality of groups. The condition change unit 115 identifies the segment to which the user who browses the advertiser's website belongs among the plurality of segments. The segment to which the user belongs can be specified based on, for example, the member DB 14a, the site R action history DB 14f, the advertiser site browsing history DB 14g, and the segment DB 14e.

The condition changing unit 115 acquires the result information indicating the result achievement status by the direct mail printed in response to the print instruction transmitted by the print instruction transmitting unit 114 for each of the plurality of segments. The result of direct mail is, for example, conversion. The achievement status is indicated by the degree of achievement of the achievement. The degree of achievement may be, for example, a conversion rate. Alternatively, the degree of achievement may be the number of conversions, the profit margin on sales or advertising expenses. The condition change unit 115 sets such result information in a group specified before the cumulative number of direct mails printed reaches the number corresponding to the total budget preset for the advertisement by direct mails. Get based on. That is, the condition change unit 115 acquires the result information before the advertising budget is used up. Since the advertising cost of direct mail per mail is predetermined, it is possible to calculate the number of direct mail that can be printed and sent from the total budget. As mentioned earlier, direct mail is printed and shipped on demand, so you usually don't run out of advertising budget in the first print and shipment.

The method of acquiring the result information depends on, for example, where the conversion is established. For example, when a conversion is established on the advertiser's site, by embedding a tag having the same function as the advertising tag in the web page displayed when the conversion is established, the R site server 1 can be used by the user who has achieved the conversion. The R cookie ID of can be obtained, and the user ID can be obtained from the R cookie ID. The condition changing unit 115 acquires the advertiser ID associated with the site ID received from the user terminal 7 together with the R cookie ID from the advertiser DB 14c. The condition change unit 115 stores the user ID, the advertiser ID, and today's date as the conversion establishment date in the conversion information DB 14i in association with each other. Alternatively, a list of converted customers may be periodically transmitted from the advertiser's site to the R site server 1. This list may include the name, address, and conversion date of the user who made the conversion. Based on this list and the member DB 14a, the condition changing unit 115 acquires the user ID of the member of the site R among the customers whose conversion has been established. If the conversion is successful at the advertiser's business office, or via telephone, e-mail, or fax, the advertiser may, for example, send a list of successful conversion customers to Company R. This list may be sent, for example, by e-mail or other means. The person in charge of company R may operate the person in charge terminal 2 to register the sent list in the R site server 1. The condition changing unit 115 acquires the user ID of the member whose conversion has been established based on the member DB 14a in the same manner as described above. Upon acquiring the user ID, the condition change unit 115 identifies the user to whom the direct mail was sent and the segment to which the user belongs among the users whose conversions have been established by referring to the print instruction history DB 14h. .. Then, the condition changing unit 115 stores the conversion information in the conversion information DB 14i for the user to whom the direct mail is sent and the conversion is established. After that, the condition changing unit 115 calculates the number of users to whom the direct mail has been sent for each segment by referring to the print instruction history DB 14h. Further, the condition changing unit 115 refers to the conversion information DB 14i and calculates the number of users to whom direct mail has been sent for each segment. Then, the condition change unit 115 calculates the conversion rate as the result information for each segment by, for example, dividing the number of users who have achieved conversion by the number of users to whom direct mail has been sent. At this time, the period for calculating the conversion rate for the user who browses the advertiser's web page may be specified by the advertiser or the person in charge of company R.

The condition changing unit 115 changes the preset printing conditions for at least one of the plurality of segments based on the acquired result information. Basically, the condition changing unit 115 changes the printing conditions so that the degree of achievement of the result by direct mail, for example, the conversion rate or the number of conversions is improved.

As described above, conventionally, direct mail is printed in units of a large number of mails. Therefore, one printing will end up using the advertising budget. Then, unless a new advertising budget is set up, it is impossible to change the printing conditions and print the direct mail. On the other hand, in the present embodiment, even if an advertising budget equivalent to, for example, 10,000 or 50,000 is set in advance, the printing conditions can be changed before the budget is used up. Then, according to the changed printing conditions, the printing of direct mail using the remaining advertising budget is controlled. Therefore, it is possible to improve the degree of achievement of results by direct mail within the current budget. If the mechanism for changing the printing conditions is not required, the condition changing unit 115 is also unnecessary.

The print conditions that can be changed will be described. For example, you can change the creative. In the segment DB 14e, the creative ID of the creative data used for printing the direct mail addressed to the user belonging to the segment is set in advance among the plurality of creative data defined for printing the direct mail for each of the plurality of segments. ing. The condition changing unit 115 may change the set creative ID. For example, the creative of at least one segment with poor achievement achievement by direct mail may be changed to the creative of the segment with good achievement achievement. The quality of the achievement achievement status may be judged based on the comparison of the achievement achievement status among all the segments. Alternatively, the expected degree of achievement of results may be specified in advance by the advertiser or the person in charge of Company R and stored in the segment DB 14e for each segment or common to all segments. The condition changing unit 115 may determine whether the achievement status is good or bad based on the comparison between the expected achievement degree and the actual achievement achievement degree. It is also possible to change to a creative that has not been used until now. In this case, basically, the advertiser or the person in charge of company R selects the creative after the change.

FIG. 9 shows an example of a creative change. For example, the advertiser has designated segments A and B. Creative C1 is set as a direct mail creative for segment A. In addition, creative C2 is set as a direct mail creative for segment B. After the start of direct mail advertising, the conversion rate of segment A from a certain point to a certain point when the entire budget was not used up was lower than the conversion rate of segment B. Therefore, the condition changing unit 115 may change the creative of the segment A to the creative C2. This is expected to improve the conversion rate of segment A. The creative in segment B remains creative C2.

In addition, the segment budget can be changed. In the segment DB 14e, a segment budget for direct mail advertisements addressed to users belonging to the segment is preset for each of the plurality of segments. The condition change unit 115 may change this segment budget. For example, the condition change unit 115 increases the segment budget for at least one group having a relatively good achievement achievement status by direct mail among a plurality of segments, and the segment for at least one group having a relatively poor achievement achievement status. You may reduce your budget. It is stated that this improves the conversion rate as a whole. The condition change unit 115 may change the amount of the budget itself, or may change the ratio to the total budget. The condition change unit 115 may determine the ratio of the changed budget of the segment to the total budget according to the goodness of the achievement achievement status. Alternatively, the amount of change in the amount or ratio of the segment budget may be determined based on a comparison with a representative value such as an average value or a median value of the achievement status values of all segments. For example, the condition change unit 115 may determine the amount of change in the segment budget according to the difference or ratio between the achievement status of the results of a certain segment and the representative value.

FIG. 10A shows an example of changing the segment budget. As shown in FIG. 10A, segments A, B, C and D are designated by the advertiser. Each segment is allocated 25% of the total budget. At some point, the conversion rate for segment A was low. The conversion rate for segment B was extremely low. The conversion rate for segment C was neither low nor high. The conversion rate for segment D was high. Therefore, the condition change unit 115 changes the ratio of the budget to each of the segments A, B, C and D to, for example, 15%, 5%, 20% and 60%.

The condition change unit 115 may change the segment budget of at least one segment and may change the overall budget. In this case, the condition change unit 115 acquires the overall achievement achievement status including all segments. The condition change unit 115 may change the overall budget, for example, based on a comparison between a presumed result achievement status and an actual result achievement status. When changing the segment budget and the total budget, the condition change unit 115 changes the ratio of the segment budget to the total budget, and the changed segment is based on the ratio of the changed total budget and the changed segment budget. You may decide the amount of the budget.

FIG. 10B is a diagram showing an example of changing the overall budget. For example, suppose the overall conversion rate at a given point in time was higher than the expected conversion rate. In this case, the condition change unit 115 and the overall budget may be increased.

In addition, the range of attributes of users belonging to the segment can be changed. In the segment DB 14e, for each of the plurality of segments, the range of attributes of the user belonging to the segment may be preset in the attribute information. The condition changing unit 115 may change the range of this attribute. For example, the condition changing unit 115 may narrow the range of attributes for a segment whose achievement status by direct mail is poor. At this time, the condition changing unit 115 may divide the current attribute range into a plurality of attribute ranges and calculate the achievement achievement status for each range. Then, the condition changing unit 115 may change the range of attributes whose achievement achievement status is relatively good. Further, the condition changing unit 115 may expand the range of attributes for the segment in which the achievement status of the result by direct mail is good.

FIG. 11 is a diagram showing an example of changing the range of attributes. As shown in FIG. 11, segments A and B are designated by the advertiser. The users in segment A are users in their twenties and thirties among the users who browse the advertiser's web page X. The users in segment B are users in their twenties and thirties among the users who browse the advertiser's web page Y. At some point, the conversion rate for segment A was low. Here, the conversion rate of the user in his twenties was lower than the conversion rate of the user in his thirties. Therefore, the condition changing unit 115 may change the range of the attributes of the segment A from the 20s to the 30s to the 30s. This is expected to improve the conversion rate. On the other hand, the conversion rate of segment B was high. Therefore, the condition changing unit 115 may change the range of the attributes of the segment B from the 20s to 30s to the 20s to 40s. This is expected to improve the conversion rate as a whole.

In addition, the ID collection period can be changed. The condition change unit 115 may further acquire partial period achievement information indicating the achievement achievement status in a plurality of partial periods included in a predetermined cycle period, which is the overall achievement achievement status including all segments. The condition change unit 115 may change the ID collection period based on the acquired partial period result information. The cycle period is a period of repeated visits. The cycle period may be, for example, one week or one month. The partial period may be a day of the week, a day, or the like. The partial period result information may be, for example, the number of conversions or sales. The condition change unit 115 specifies, for example, one or a plurality of partial periods included in the cycle period in which the achievement achievement status is relatively good. Then, the condition changing unit 115 may change the ID collection period so that the direct mail is delivered in the partial period in which the achievement achievement status is relatively good or in the period immediately before the partial period. As the number of days that a user has read a direct mail increases, the user's interest in the direct mail advertisement tends to decrease. In addition, the partial period in which the achievement status is relatively good is a period that is convenient for the user to take an action to establish the conversion. Therefore, the conversion rate can be improved by shortening the period from the receipt of the direct mail to the convenient date for taking the action to establish the conversion.

FIG. 12 is a diagram showing an example of changing the ID collection period. For example, the ID collection period is set to one day (every day). Therefore, direct mail is basically sent every day. Looking at the number of conversions for each day of the week from Monday to Sunday up to a certain point, Saturday's conversion rate is the highest. Direct mail is basically not delivered on Saturdays and Sundays. Therefore, the ID collection period may be changed so that the direct mail is delivered on Friday. For example, a print instruction is transmitted to the DM shipping computer 3 for a user who browses the advertiser's web page the day before, every day so far, the day after that day. The agency company that has been entrusted with the printing and shipping of direct mail will print and ship the direct mail on the day following the day when the printing instruction is received. Of the direct mails sent, for example, 70% of the direct mails are delivered within 2 days from the shipment. Therefore, in order for the direct mail to be delivered on Friday, the R site server 1 may send a print instruction on Tuesday. Therefore, the condition change unit 115 may change the ID collection period to a period that starts on Tuesday and ends on Monday. If there is a peak conversion number of 2 days, the condition change unit 115 may divide the week into two ID collection periods.

Advertiser consent may be required to change the printing conditions. Therefore, the condition change unit 115 can display the report information indicating the achievement status of the results of the direct mail so far and the print condition recommended change information indicating the change contents recommended in the print condition to the advertiser terminal 6 of the corresponding advertiser or the advertiser terminal 6. It may be transmitted to the person in charge terminal 2. The report information includes the achievement status such as the conversion rate of each segment. The report information may further include the overall achievement achievement status including all segments. Furthermore, the report information may include the achievement status of each partial period. The print condition recommended change information includes at least one change in the creative, segment budget, and attribute range for at least one segment. In addition, the print condition recommended change information may include changes in the overall budget. Furthermore, the print condition recommended change information may include the change contents of the ID collection period. The advertiser displays the report information and the print condition recommended change information on the advertiser terminal 6 and confirms the information. The advertiser chooses whether or not to accept each change in the printing conditions. Further, the advertiser may be able to modify the changed contents of the printing conditions. The advertiser inputs the acceptance or disapproval of the recommended change content, or the correction of the change content to the advertiser terminal 6. The condition changing unit 115 actually changes the printing conditions according to the information input from the advertiser. Through discussions between the person in charge of Company R and the advertiser, it may be decided whether or not the change is approved or disapproved, or whether or not the change is amended. Then, the person in charge may input the determined content into the person in charge terminal 2, and the condition changing unit 115 may change the printing condition according to the input information. The printing conditions are changed, for example, by updating the information stored in the database. The R site server 1 operates according to the changed printing conditions by referring to the database.

[4. Advertising system behavior]
Next, the operation of the advertising system S will be described with reference to FIGS. 13 and 14. FIG. 13 is a sequence diagram showing an example of an operation related to printing of direct mail by the advertising system S according to the present embodiment.

As shown in FIG. 13, a user operates a user terminal 7 to display a web page of an advertiser (step S1). The user terminal 7 analyzes the HTML document of the web page and detects the advertising tag (step S2). The user terminal 7 transmits the page ID and the site ID associated with the web page and the R cookie ID stored in the user terminal 7 to the R site server 1 according to the advertisement tag (step S3). The ID acquisition unit 111 of the R site server 1 associates the page ID, the site ID and the R cookie ID received from the user terminal 7 with the current date and time as the browsing date and time, and stores them in the advertiser site browsing history DB 14g. (Step S4).

On the other hand, the print instruction transmission unit 114 of the R site server 1 periodically refers to, for example, the ID collection period stored in the advertiser DB 14c, and determines whether or not the ID collection period has elapsed. When the ID collection period has elapsed (step S5), the ID acquisition unit 111 sets the R cookie ID and page ID of the user who browsed the corresponding advertiser's website within the elapsed ID collection period to the advertiser site browsing history. Obtained from DB 14g (step S6). For example, the ID acquisition unit 111 acquires the R cookie ID and the page ID associated with the site ID of the corresponding advertiser's website and the browsing date and time within the ID collection period. Then, the ID acquisition unit 111 acquires the user ID associated with the R cookie ID from the user ID table 14b.

Next, the print instruction transmission unit 114 identifies the segment to which each user who browses the advertiser's website belongs (step S7). For example, the print instruction transmission unit 114 acquires the attribute information of each segment from the segment DB 14e. The print instruction transmission unit 114 has a user ID or R cookie ID of a user who has browsed the advertiser's website from at least one of the member DB 14a, the site R action history DB 14f, and the advertiser site browsing history DB 14g, depending on the attribute information. Get the information associated with. The print instruction transmission unit 114 determines which segment the user belongs to based on the acquired information and the attribute information of each segment.

Next, the print instruction transmission unit 114 selects the number of users whose cumulative number of direct mail prints does not exceed the planned total number of prints according to the segment budget for each segment in which the user who browses the advertiser's website exists. , Determine the user to whom the direct mail is printed (step S8). For example, the print instruction transmission unit 114 acquires the print instruction transmission log associated with the advertiser ID of the corresponding advertiser from the print instruction history DB 14h. The print instruction transmission unit 114 calculates the cumulative number of direct mails printed so far in each segment based on the print detailed information included in the print instruction transmission log. Further, the print instruction transmission unit 114 acquires the segment budget of each segment associated with the advertiser ID of the corresponding advertiser from the segment DB 14e. The print instruction transmission unit 114 calculates the planned total number of prints for each segment based on the segment budget and the advertisement fee per copy. The print instruction transmission unit 114 determines that the direct mail is not printed for the users of the segment in which the cumulative number of prints has reached the planned total number of prints. For each segment where the cumulative number of prints has not reached the planned total number of prints, the print instruction transmitter 114 calculates the total of the cumulative number of prints and the number of users who browsed the advertiser's website during the ID collection period. do. The print instruction transmission unit 114 determines to print direct mail to all users who browse the advertiser's website for the segment whose calculated total is less than or equal to the planned total number of prints. The print instruction transmitter 114 is the number of users who browse the advertiser's website for the segment whose total calculated exceeds the planned total number of prints, which corresponds to the difference between the cumulative number of prints and the total number of planned prints. Decide to print direct mail to the user. At this time, the print instruction transmission unit 114 may preferentially determine the user to whom the direct mail is printed, for example, the user who has the earliest viewing date and time of the advertiser's web page.

Next, the address information acquisition unit 112 acquires the address information of the user from the member information associated with the user ID of each user determined to print the direct mail (step S9). Next, the creative information acquisition unit 113 acquires the creative data of the segment to which the user determined to print the direct mail belongs (step S10). For example, the creative information acquisition unit 113 acquires a creative ID associated with the advertiser ID of the corresponding advertiser and associated with the segment ID of the segment from the segment DB 14e. Next, the creative information acquisition unit 113 acquires the creative data associated with the creative ID from the creative DB 14d.

Next, the print instruction transmission unit 114 transmits a print instruction to the DM shipping computer 3 (step S11). For example, the print instruction transmission unit 114 associates the address information of one or more determined users with the creative data for each segment in which the user determined to print the direct mail exists. The print instruction transmission unit 114 generates a print instruction including the associated address information and creative data, and transmits the print instruction.

Next, the print instruction transmission unit 114 stores the print instruction transmission log (step S12). For example, the print instruction transmission unit 114 may use the segment ID, attribute information, and creative information of the segment, the user information of each user of the segment, and the user information of each user of the segment for each segment in which the user determined to print the direct mail exists. Generate print details including. The print instruction transmission unit 114 generates a print instruction transmission log including print detailed information of each segment, the advertiser ID of the corresponding advertiser, and the current date and time as the print instruction date and time, and generates the print instruction transmission log. It is stored in the print instruction history DB 14h.

Upon receiving the print instruction, the DM shipping computer 3 transmits the data of the address image and the advertisement image to the printer 4 (step S13). For example, the DM shipping computer 3 generates an advertisement image from creative data for each segment. Further, the DM shipping computer 3 generates an address image from the address information for each user. The DM shipping computer 3 transmits, for example, an address image and an advertisement image corresponding to the segment to which the user belongs to the printer 4 for each user. The printer 4 prints the direct mail according to the image received from the DM shipping computer 3 (step S14). For example, the printer 4 prints the advertisement on the back surface of the postcard according to the advertisement image, and prints the address on the front surface of the postcard according to the address image. The agent worker sends a printed direct mail.

FIG. 14 is a sequence diagram showing an example of an operation related to a change in printing conditions by the advertising system S according to the present embodiment.

For example, the person in charge of the company R operates the person in charge terminal 2 to perform an operation for requesting the report information of a specific advertiser. In response to this, the person in charge terminal 2 transmits a report request to the R site server 1 (step S21).

Upon receiving the report request, the condition change unit 115 of the R site server 1 calculates the conversion rate of each segment for the corresponding advertiser (step S22). For example, the condition changing unit 115 acquires the conversion information associated with the advertiser ID of the corresponding advertiser from the conversion information DB 14i. The condition change unit 115 calculates the number of users who have achieved conversion for each segment based on the segment ID included in the conversion information. Further, the condition changing unit 115 acquires the print instruction transmission log associated with the advertiser ID of the corresponding advertiser from the print instruction history DB 14h. The condition change unit 115 calculates the number of prints of direct mail in each segment based on the print detailed information included in the print instruction transmission log. The condition change unit 115 calculates the conversion rate of each segment by dividing the number of users who have achieved conversion by the number of prints.

Next, the condition changing unit 115 calculates the overall conversion rate (step S23). For example, the condition change unit 115 calculates the conversion rate by dividing the total number of users who have achieved conversion by the total number of direct mail prints.

Next, the condition change unit 115 calculates the number of conversions for each day of the week (step S24). For example, the condition change unit 115 determines on what day of the week the conversion will be established based on the conversion establishment date included in the conversion information. The condition change unit 115 calculates the number of conversions for each day of the week based on the determination result of the day of the week.

Next, the condition change unit 115 transmits the report information including the conversion rate of each segment, the total conversion rate, and the number of conversions for each day of the week to the person in charge terminal 2 (step S25).

Next, the condition changing unit 115 determines whether or not the total number of prints of the total number of direct mails so far has reached the planned total number of prints of the direct mail according to the total budget (step S26). When the total number of prints has reached the planned total number of prints (step S26: YES), the process shown in FIG. 14 ends.

On the other hand, when the total number of prints has not reached the planned total number of prints (step S26: NO), the condition change unit 115 determines the recommended change contents for the print condition of at least one segment (step S27). For example, the condition change unit 115 calculates the average conversion rate of all segments. The condition change unit 115 identifies, for example, a segment whose conversion rate is less than a predetermined ratio of the average value. Further, the condition changing unit 115 identifies the segment having the highest conversion rate. The condition change unit 115 may decide to change the creative of the segment whose conversion rate is less than a predetermined ratio of the average value to the creative of the segment having the highest conversion rate. Further, for example, the condition change unit 115 calculates the conversion rate ratio between all the segments. The condition change unit 115 may decide to change the ratio of the segment budget of each segment to the total budget to the ratio according to the conversion rate ratio. Further, for example, the condition changing unit 115 acquires the attribute information of the segment whose conversion rate is less than a predetermined ratio of the average value from the segment DB 14e. The condition changing unit 115 divides the range of the attribute into a plurality of ranges based on the attribute information. The condition change unit 115 calculates the conversion rate for each of the range of the plurality of attributes. The condition changing unit 115 specifies a range of attributes having a relatively high conversion rate among a range of a plurality of attributes. The condition change unit 115 may decide to change the range of the attribute shown in the attribute information to the range of the specified attribute. Further, the condition changing unit 115 acquires the attribute information of the segment whose conversion rate is higher than the average value by a predetermined ratio or more. The condition changing unit 115 may decide to change the range of the attribute shown in the attribute information to a wider range. It is not necessary to change the printing conditions for the segments in which the number of direct mail prints so far has already reached the planned total number of prints.

Next, the condition change unit 115 determines the recommended change contents for the total budget (step S28). For example, the condition changing unit 115 acquires an assumed conversion rate specified in advance from the advertiser DB 14c or the like. The condition changing unit 115 may decide to change the overall budget when the overall conversion rate is higher than the assumed conversion rate by a predetermined ratio or more. At this time, the condition change unit 115 may determine the amount of the changed total budget according to the ratio of the total conversion rate to the assumed conversion rate.

Next, the condition changing unit 115 determines the content of the change in the ID collection period (step S29). For example, the condition changing unit 115 may specify a day of the week when the number of conversions peaks and the deviation value of the number of conversions is equal to or greater than a predetermined value. The condition change unit 115 determines the expected delivery day of the direct mail based on the specified day of the week. For example, if the specified day of the week is a weekday, the condition changing unit 115 determines the specified day of the week as the assumed delivery day. If the specified day of the week is a holiday, the condition changing unit 115 may determine a weekday before the specified day of the week as the expected delivery day. The condition change unit 115 subtracts the number of days required for direct mail delivery after the print instruction is sent from the assumed delivery day to determine the day when the recommended ID collection period starts, and determines the length of the ID collection period. It will be decided on the 7th. The condition change unit 115 may decide to change the ID collection period when the recommended ID collection period is different from the current ID collection period.

Next, the condition change unit 115 transmits the print condition recommended change information indicating the recommended change content for the print condition to the person in charge terminal 2 (step S30). If it is not recommended to change any of the print conditions, it is not necessary to send the print condition recommended change information.

The person in charge terminal 2 that has received the print condition recommended change information displays the report information and the print condition recommended change information (step S31). The person in charge of Company R and the advertiser confirm the report information and the print condition recommended change information, and discuss the change of the print condition. The person in charge selects approval, disapproval, or amendment for each change based on the result of the discussion (step S32). When selecting a modification, the person in charge inputs the modified changes. The person in charge terminal 2 transmits the selection information indicating the selection result for each change content to the R site server 1 (step S33).

Upon receiving the selection information, the condition changing unit 115 changes the printing conditions based on the selection information (step S34). For example, the condition changing unit 115 changes the printing condition for which the changed content is accepted or modified. For example, the condition changing unit 115 specifies the segment information of the corresponding segment among the segment information stored in the segment DB 14e in association with the corresponding advertiser ID. The condition change unit 115 may change at least one of the attribute information, the segment budget, and the creative ID included in the specified segment information. Further, for example, the condition changing unit 115 may change the overall budget and the ID collection period stored in the advertiser DB 14c in association with the corresponding advertiser ID.

As described above, according to the present embodiment, the R site server 1 is an ID that identifies a user who has browsed the advertiser's website, and is an ID that is specified in response to the website being browsed. To get. Further, the R site server 1 acquires the address information associated with the acquired ID from the storage unit 14. Further, the R site server 1 acquires creative data. Further, it is an instruction that the R site server 1 prints the direct mail in the unit of the number corresponding to the number of users who browsed the website within the ID collection period every time the ID collection period elapses. A print instruction including the address information and creative data acquired for each user who browses the website within the ID collection period is transmitted to the DM shipping computer 3. Therefore, the worker who receives the print instruction sends a direct mail on demand based on the address information and creative data included in the print instruction without waiting for the number of users who browse the website to reach the predetermined number. Print. In this way, direct mail can be sent. Therefore, it is possible to shorten the period from when the user browses the website until the direct mail addressed to the user is sent.

Here, the R site server 1 may acquire, out of a plurality of creative data, the creative data used for printing the direct mail addressed to the user who browses the website, based on the attributes of the user. Further, the R site server 1 may send a print instruction in which the address information and the creative data are associated with each user who browses the website within the ID collection period. In this case, a direct mail is created in which personalized advertisements are printed according to the user's attributes. Therefore, it is possible to increase the degree of achievement of results by direct mail.

Here, the plurality of creative data may indicate information about a plurality of business offices operated by the advertiser. Further, the R site server 1 may acquire creative data indicating information about a business office located at a location corresponding to the address indicated by the acquired address information among a plurality of business offices. In this case, a direct mail is created in which an advertisement containing information about a business office located at a location corresponding to the user's address is printed. Therefore, the sales office indicated by the direct mail is the sales office that is easy for the user to go to among the plurality of sales offices. Therefore, the possibility that the user will visit the sales office is high, and the degree of achievement of the result by direct mail can be increased.

Further, the R site server 1 may acquire the ID of a user who has browsed at least one of a plurality of predetermined web pages included in the website. Further, the R site server 1 may acquire creative data according to the web page viewed by the user among a plurality of web pages. In this case, a direct mail is created in which an advertisement corresponding to the web page viewed by the user is printed. Therefore, since the direct mail corresponding to the browsing behavior of the user on the advertiser's site is printed, the degree of achievement of the result by the direct mail can be enhanced.

In addition, direct mail printing conditions may be set in advance for each of the plurality of segments to which the user is divided based on the user's attributes. Further, the R site server 1 may operate according to preset printing conditions for each of the plurality of segments. In addition, the R site server 1 shows the achievement status of the results by direct mail printed in response to the transmitted print instruction for each of the plurality of segments, and the cumulative number of direct mails printed is the total number of direct mails. May be acquired before reaching the number according to the preset overall budget for advertising by. Further, the R site server 1 may change the set print conditions for at least one of the plurality of segments. Further, the R site server 1 may operate according to the changed printing conditions for at least one segment. In this case, performance information is acquired for each segment before the preset advertising budget for direct mail is used up. Based on the outcome information, the print conditions for at least one segment are changed. Then, control for printing the direct mail with the remaining advertising budget is performed according to the changed printing conditions. Therefore, it is possible to improve the degree of achievement of results by direct mail before printing the direct mail for the advertising budget.

Here, for each of the plurality of segments, among the plurality of creative data, the creative data used for printing the direct mail addressed to the user belonging to the segment may be set in advance. Further, the R site server 1 may change the set creative data for at least one segment. In this case, the direct mail advertisement for at least one segment is changed based on the achievement status of the direct mail. With this change, it is possible to improve the degree of achievement of results by direct mail.

Further, for each of the plurality of segments, a segment budget for direct mail advertising to users belonging to the segment may be set in advance. Further, the R site server 1 prints including address information for the number of users whose cumulative number of direct mails printed on each of the plurality of segments does not exceed the number of prints according to the budget set for the segment. You may send instructions. Further, the R site server 1 may change the set segment budget for at least one segment. In this case, the budget of at least one segment will be changed based on the achievement status of the results by direct mail. Therefore, the budget allocation can be changed according to the achievement status of the results.

Here, the R site server 1 increases the segment budget for at least one segment having a relatively good achievement achievement status among the plurality of segments from the set segment budget, and at least the achievement achievement status is relatively poor. The segment budget for one segment may be less than the set segment budget. In this case, the budget moves from the segment where the achievement status is relatively poor to the segment where the achievement status is relatively good. Therefore, as a whole, it is possible to improve the degree of achievement of results by direct mail.

Further, the R site server 1 may further acquire the overall result information indicating the result achievement status by the direct mail printed in response to the transmitted print instruction for the whole including a plurality of segments. Further, the R site server 1 may change the budget set for at least one segment, and may change the overall budget based on the overall result information.

Further, for each of the plurality of segments, the range of attributes of the users belonging to the segments may be set in advance. Further, even if the R site server 1 sends a print instruction including the user's address information when the attribute of the user who browses the website is included in the attribute range set for any of the plurality of segments. good. Further, the R site server 1 may change the range of the set attributes for at least one segment. In this case, the range of user attributes to be included in at least one segment is changed based on the achievement status of the results by direct mail. Therefore, the range of attributes can be changed so as to improve the degree of achievement of results by direct mail.

Further, the R site server 1 is the result achievement status by direct mail printed in response to the transmitted print instruction, and shows the result achievement status in each of the plurality of partial periods included in the predetermined cycle period. Further information may be obtained. Further, the R site server 1 may change the ID collection period based on the acquired partial period result information. In this case, the ID collection period is changed based on the achievement achievement status in each of the plurality of partial periods included in the cycle period. The timing at which the print instruction is transmitted to the DM shipping computer 3 depends on the ID collection period. By changing this period, the transmission timing of the print instruction also changes. As the timing of sending print instructions changes, the timing of printing, shipping, and delivery of direct mail also changes. Since the ID collection period can be changed so that the direct mail is delivered in a preferable partial period from the result achievement status, the degree of achievement of the result by the direct mail can be improved.

1 R site server 2 Person in charge terminal 3 DM shipping computer 4 Printer 5 Advertiser site server 6 Advertiser terminal 7 User terminal 11 System control unit 12 System bus 13 Input / output interface 14 Storage unit 14a Member DB
14b User ID table 14c Advertiser DB
14d creative DB
14e segment DB
14f Site R action history DB
14g Advertiser site browsing history DB
14h Print instruction history DB
14i conversion information DB
15 Communication unit 111 ID acquisition unit 112 Address information acquisition unit 113 Creative information acquisition unit 114 Print instruction transmission unit 115 Condition change unit NW network S Advertising system

Claims (13)

Identification information acquisition means for acquiring identification information that identifies a user who has browsed the website of an advertiser who has requested an advertisement by direct mail and is specified according to the website being browsed.
For each of the plurality of users, an address for acquiring the address information associated with the acquired identification information from a storage means that stores the identification information for identifying the user and the address information indicating the address of the user in association with each other. Information acquisition means and
Material information acquisition means for acquiring material information indicating the advertising material specified for printing the direct mail, and
It is instruction information indicating an instruction to print the direct mail in the unit of the number of mails corresponding to the number of users who browsed the website within the predetermined period every time the predetermined period elapses, and is the instruction information indicating the instruction to print the direct mail. The computer of the printer who prints the direct mail with the instruction information including the address information acquired by the address information acquisition means and the acquired material information for each of the users who browse the website. The means of transmission to send to
An advertisement control device characterized by being provided with. The material information acquisition means is a material used for printing the direct mail addressed to the user who browses the website, out of a plurality of material information indicating each of the plurality of advertising materials specified for printing the direct mail. Information is acquired based on the attributes of the user,
The transmission means transmits the instruction information in which the acquired address information and the acquired material information are associated with each of the users who browse the website within the predetermined period. The advertisement control device according to claim 1. The plurality of material information indicates information regarding a plurality of business offices operated by the advertiser.
A claim characterized in that the material information acquisition means acquires the material information indicating information about a business office located at a location corresponding to an address indicated by the acquired address information among the plurality of business offices. 2. The advertisement control device according to 2. The identification information acquisition means acquires the identification information of a user who has browsed at least one of a plurality of predetermined web pages included in the website.
The advertisement control device according to claim 2 or 3, wherein the material information acquisition means acquires material information according to the web page browsed by the user among the plurality of web pages. The print conditions for the direct mail are set in advance for each of the plurality of groups to which the user is divided based on the user's attributes.
The advertisement control device operates according to the preset printing conditions for each of the plurality of groups.
The result information indicating the achievement status of the result by the direct mail printed according to the transmitted instruction information is shown for each of the plurality of groups, and the cumulative number of the printed direct mails is the advertisement by the direct mail. Achievement information acquisition means to acquire before reaching the number according to the preset budget for
A changing means for changing the set printing conditions for at least one of the plurality of groups based on the acquired result information.
Further prepare
The advertisement control device according to any one of claims 1 to 4, wherein the advertisement control device operates according to the changed printing conditions for at least one group. For each of the plurality of groups, among the plurality of material information indicating the plurality of advertising materials specified for printing the direct mail, the material information used for printing the direct mail addressed to the user belonging to the group is previously obtained. It has been set and
The material information acquisition means acquires the material information set for the group to which the user who browses the website belongs among the plurality of groups.
The transmission means transmits the instruction information in which the acquired address information and the acquired material information are associated with each of the users who browse the website within the predetermined period.
The advertisement control device according to claim 5, wherein the changing means changes the set material information for at least one group. For each of the plurality of groups, a budget for advertising by the direct mail addressed to users belonging to the group is set in advance.
The transmission means is the address information for the number of users whose cumulative number of prints of the direct mail to the group does not exceed the number of prints according to the budget set for the group for each of the plurality of groups. The instruction information including the above is transmitted,
The advertising control device according to claim 5 or 6, wherein the changing means changes the set budget for at least one group. The changing means increases the budget for at least one group having a relatively good achievement achievement status among the plurality of groups from the set budget, and at least one having a relatively poor achievement achievement status. The advertising control device according to claim 7, wherein the budget for the group is reduced from the set budget. The total budget preset for the direct mail advertisement is distributed to the plurality of groups as the budget.
The result information acquisition means further acquires a second result information indicating the result achievement status by the direct mail printed in response to the transmitted instruction information for the whole including the plurality of groups.
The change means according to claim 7 or 8, wherein the change means changes the budget set for at least one group, and changes the overall budget based on the acquired second result information. The described advertising control device. For each of the plurality of groups, the range of attributes of the users belonging to the group is preset.
When the attribute of the user who browses the website is included in the range of the attribute set for any of the plurality of groups, the transmission means provides the instruction information including the address information of the user. Send and
The advertising control device according to any one of claims 5 to 9, wherein the changing means changes the range of the set attributes for at least one group. The result information acquisition means is a result achievement status by the direct mail printed in response to the transmitted instruction information, and is a third indicating the result achievement status in each of a plurality of partial periods included in a predetermined cycle period. Get more results information,
The advertisement control device according to any one of claims 5 to 10, wherein the changing means changes the predetermined period based on the acquired third result information. In the advertising control method executed by the computer
The identification information acquisition step of acquiring the identification information that identifies the user who browsed the website of the advertiser who requested the advertisement by direct mail and is specified according to the browsing of the website.
For each of the plurality of users, an address for acquiring the address information associated with the acquired identification information from a storage means that stores the identification information for identifying the user and the address information indicating the address of the user in association with each other. Information acquisition step and
The material information acquisition step for acquiring the material information indicating the advertising material specified for printing the direct mail, and the material information acquisition step.
It is instruction information indicating an instruction to print the direct mail in the unit of the number of mails corresponding to the number of users who browsed the website within the predetermined period every time the predetermined period elapses, and is the instruction information indicating the instruction to print the direct mail. The computer of the printer who prints the direct mail with the instruction information including the address information acquired by the address information acquisition step and the acquired material information for each of the users who browsed the website. And the send step to send to
An advertising control method characterized by including. Computer,
Identification information acquisition means for acquiring identification information that identifies a user who has browsed the website of an advertiser who has requested an advertisement by direct mail and is specified according to the website being browsed.
For each of the plurality of users, an address for acquiring the address information associated with the acquired identification information from a storage means that stores the identification information for identifying the user and the address information indicating the address of the user in association with each other. Information acquisition means and
Material information acquisition means for acquiring material information indicating the advertising material specified for printing the direct mail, and
It is instruction information indicating an instruction to print the direct mail in the unit of the number of mails corresponding to the number of users who browsed the website within the predetermined period every time the predetermined period elapses, and is the instruction information indicating the instruction to print the direct mail. The computer of the printer who prints the direct mail with the instruction information including the address information acquired by the address information acquisition means and the acquired material information for each of the users who browse the website. The means of transmission to send to
An advertising control program characterized by functioning as.

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