JP7280327B2 - Marketing information analysis device, method and program - Google Patents

Description

The present invention relates to a marketing information analysis device, method and program.

2. Description of the Related Art In recent years, various techniques have been proposed for analyzing customer information and obtaining useful information for corporate activities by data mining processing by computers. For example, in Patent Document 1, multiple area clusters are set for the area to be analyzed, and the average profit per customer is calculated based on the resident attributes of customers living in the area for each area cluster. A technique for identifying a profitable area cluster and selecting prospective customers from among the customers residing in areas belonging to the high-profit area cluster is described.

Japanese Patent No. 5444096

However, the technology described in Patent Literature 1 selects customers by focusing only on the revenue from the customer, that is, the purchase amount of the customer. was difficult. For example, when a mass retailer of sporting goods tries to select customers who are highly interested in sports as prospective customers, even if a customer who purchases a large amount of sporting goods is selected, this customer is a customer who is highly interested in sports. Not necessarily. This is because even if the purchase amount of sporting goods is large, it cannot be said that they are particularly interested in sports because they only buy them for their children's classes or socializing with them.

SUMMARY OF THE INVENTION The present invention has been made in view of the above circumstances, and aims to provide a marketing information analysis apparatus, method and program capable of selecting truly promising customers from among a large number of customers with a high probability. .

According to a first aspect of the present invention to solve the above problems, a marketing information analysis device or method is provided for each of a plurality of users from a purchase information management database for managing purchase information for a plurality of types of products or services. means or process for acquiring purchase information of the user; means or process for generating information representing the consumption breakdown of the plurality of types of products or services for each user based on the acquired purchase information; and For each, based on the generated information representing the consumption breakdown, the consumption ratio of the first product or service of interest among the plurality of types of products or services and the other second product or service is calculated. and means or process for selecting a user to be approached from among the plurality of users based on the calculated consumption ratio.

In a second aspect of the present invention, when the purchase information of one user is distributed and managed in a plurality of purchase information management databases, the means for acquiring the purchase information of the user is stored in the plurality of purchase information management databases. On the other hand, each access is made to acquire a plurality of pieces of purchase information related to the user, and the acquired pieces of purchase information are sorted by user and stored in a memory.

In a third aspect of the present invention, the means for generating the information representing the consumption breakdown classifies the users into a plurality of income groups, and the products or Further comprising means for generating information representing a consumption breakdown of services, and wherein the means for selecting the user selects the first product of interest based on the information representing the consumption breakdown of the user group for each income group. or a means for calculating the consumption ratio of a service and a second product or service other than that, and selecting an income group to be approached from among the plurality of income groups based on the calculated consumption ratio; An approach based on the consumption ratio of the first product or service purchased by each of the users belonging to the user group classified into the selected income group and the other second product or service. and means for selecting a target user.

In a fourth aspect of the present invention, the means for generating the information representing the breakdown of consumption classifies the users into a plurality of regional areas according to their whereabouts or places of purchase, and classifies them into the regional areas according to the regional areas. further comprising means for generating information representing a consumption breakdown of goods or services purchased by the set of users, and the means for selecting the users based on the information representing the consumption breakdown of the user group for each of the regional areas; , calculating the consumption ratio of the first product or service of interest and the other second product or service, and based on the calculated consumption ratio, an area to be approached from among the plurality of regional areas Means for selecting an area, a first product or service purchased by each user from among a plurality of users belonging to a group of users classified into the selected regional area, and other second products or services. means for selecting a user to be approached based on the consumption ratio of .

In a fifth aspect of the present invention, the means for selecting the user comprises household account book data in which expenditure items are classified into a plurality of items, and the acquired user or Based on the purchase information of the user group, by classifying the product or service purchased by the user or the user group and the purchase amount into the corresponding item of the household account book data, the information representing the consumption breakdown is generated. It is what I did.

In a sixth aspect of the present invention, the means for selecting the user selects a first product or service of interest and the first product or service based on information representing a consumption breakdown generated using the household account book data. Calculate the consumption ratio of the product or service and other second products or services classified into the same item, and select the approach target user, income group or regional area based on the calculated consumption ratio It is designed to

According to the first aspect of the present invention, the consumption ratio of the product or service is calculated from the purchase information for each user, and the user to be approached is selected based on the calculated consumption ratio. In general, among a plurality of types of products or services, many of the products or services with relatively high consumption rates reflect the user's desire to purchase. Therefore, by focusing on the consumption ratio, it is possible to select, as approach targets, users who are highly motivated to purchase the product or service of interest.

According to the second aspect of the present invention, one user's purchase information is acquired from a plurality of purchase information management databases, and stored in association with each other. For this reason, for example, purchase information of goods or services purchased by a single user using a common point card, or purchase information of goods or services purchased using a plurality of credit cards or point cards can be stored in a plurality of purchase information management databases. Even if the purchase information is distributed and stored, it is possible to collect a wide range of purchase information without omission, thereby making it possible to more accurately grasp the consumption breakdown of the user.

According to the third aspect of the present invention, for each income group, the consumption ratio of products or services by a group of users belonging to that income group is calculated, and based on this calculation result, products of interest from among a plurality of income groups are calculated. Alternatively, an income group with many users with a high consumption rate of services is selected first. Then, from among the users belonging to the selected income group, users with a high consumption ratio of the product or service of interest are selected as approach targets. Therefore, when there is a correlation between income and users who purchase many products or services of interest, it is possible to efficiently narrow down users who are highly motivated to purchase the product or service of interest.

According to the fourth aspect of the present invention, for each regional area, a consumption ratio of goods or services by a group of users whose main action area is the regional area is calculated, and based on the calculation result, , a regional area with a high consumption ratio of the product or service of interest is first selected. Then, users with a high consumption rate of the product or service of interest are selected from among the users belonging to the selected regional area. Therefore, when there is a correlation between a user who purchases many products or services of interest and the user's action area, it is possible to efficiently narrow down users who are highly motivated to purchase the product or service of interest. .

According to the fifth aspect of the present invention, the products or services purchased by the user are classified by type by using household account book data. A household account book is the tool that most directly represents personal consumption. Therefore, by using household account book data as a template, it is possible to efficiently and accurately classify information on products or services purchased by the user for each item. Therefore, it is possible to generate information representing the breakdown of consumption without preparing a special classification application.

According to the sixth aspect of the present invention, the consumption ratio of the first product or service of interest is calculated as the consumption ratio with respect to other products or services classified under the same expenditure item in the household account book data. For example, if a product or service of interest is categorized as an expenditure item for education/entertainment expenses, it is calculated as a consumption ratio to other goods or services that are categorized as the same expenditure item for education/entertainment expenses. . Therefore, it is possible to accurately determine the characteristics of the user's purchase record for the product or service of interest, thereby making it possible to select, with a high probability, a user who has a strong desire to purchase the product or service of interest. .

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

FIG. 1 is a diagram showing the configuration of a system provided with a marketing information analysis device according to one embodiment of this invention. FIG. 2 is a block diagram showing the functional configuration of the marketing information analysis device according to one embodiment of this invention. FIG. 3 is a flow chart showing the procedure and processing contents of marketing information analysis processing by the marketing information analysis device shown in FIG. FIG. 4 is a flow chart showing the procedure and processing details of user narrowing-down processing in the marketing information analysis processing shown in FIG. FIG. 5 is a flow chart showing the procedure and processing details of approach target information creation processing in the marketing information analysis processing shown in FIG. 6 is a diagram showing an example of a household account book used in the marketing information analysis process shown in FIG. 3; FIG. FIG. 7 is a diagram showing the relationship among the household account book by individual, the household account book by income group, and the household account book by region created by the marketing information analysis process shown in FIG.

Embodiments of the present invention will be described below with reference to the drawings.
[One embodiment]
(composition)
FIG. 1 is a diagram showing the overall configuration of a system provided with a marketing information analysis device according to one embodiment of the present invention, in which SV indicates a marketing server as a marketing information processing device.

The marketing server SV can communicate with a plurality of customer information databases DB1-DBn via the communication network NW.
The customer information databases DB1 to DBn are managed, for example, by a plurality of card operating companies that use a common point card, or by a plurality of affiliated companies that operate payment cards such as credit cards and point cards. A plurality of pieces of transaction information are distributed and stored for users or customer users that transcend business types. The transaction information includes personal information of member users or customer users and purchase information of products or services. Personal information includes, for example, user name, age, gender, address, contact information such as telephone number and email address, and user attribute information such as annual income. The purchase information includes the identification code of the product or service purchased by the user, the attribute information of the store where the purchase was made, the date and time of purchase, and the purchase price. The attribute information of the store of purchase includes store name, location, contact information, and the like. It should be noted that the personal information may be anonymized information.

Also, the marketing server SV can communicate with the service providing server GM via the communication network NW.
The service providing server GM is operated by a manufacturer, a seller, or a service provider commissioned by them. Sending direct mail related to the service and providing recommendation service. The recommendation service includes paper direct mail by home delivery or mail, e-mail, web advertisement, etc., as well as leaflet inserts and posting advertisements distributed to users' homes based on the customer list provided by the marketing server SV. etc. are also included.

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

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

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

The storage unit 20 includes, as a storage medium, a nonvolatile memory such as a hard disk drive (HDD) or a solid state device (SSD) that can be written and read at any time, and a volatile memory that can be written and read at any time such as a random access memory (RAM). The storage areas necessary for carrying out the embodiment of the present invention are a purchase information storage section 21, a household account book storage section 22, an analysis result storage section 23, and an approach information storage section. 24. Note that the storage unit 20 can also use a database provided in a cloud server or the like.

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

The household account book storage unit 22 stores the household account book information created for each user, for each income group, and for each area area in the household account book creation unit 12, which will be described later. It is stored in association with identification information (regional area ID) of the regional area.

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

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

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

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

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

The household account book creation unit 12 uses a household account book, which is a tool that most simply represents personal consumption, to classify the user's purchase information by expenditure item, and has the following processing functions.
(1) For each user, based on the purchase information stored in the purchase information storage unit 21, products or services included in the purchase information and their purchase amounts are stored in a plurality of categories defined in a household account book template prepared in advance. categorized into expenditure items. Then, the classification result is treated as household account book information for each user, and stored in the household account book storage unit 22 in association with the user ID.

(2) By referring to the annual income included in the personal information of each user stored in the purchase information storage unit 21, each user is classified by income group. Then, for each income group, the user-specific household account book information of each user classified into that income group is integrated to create income group-specific household account book information, and this income group-specific household account book information is associated with the income group ID. , and stored in the household account book storage unit 22.

(3) Based on the user's address included in the personal information of each user stored in the purchase information storage unit 21, the area where the user resides (for example, set by town name) is specified, and each user is identified as described above. Categorize into one of several identified geographic areas. Then, for each regional area, the user-specific household account book information of each user classified into the relevant regional area is integrated to create regional area-specific household account book information, and this regional area-specific household account book information is associated with the regional area ID. , and stored in the household account book storage unit 22.

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

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

(3) Consumption of products or services of interest for products or services included in the item for each expenditure item based on the regional area-by-area household account book information created by the household account book creation unit 12 for each area area. A process to calculate the ratio of

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

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

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

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

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

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

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

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

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

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

First, in step S21, the purchase information stored in the purchase information storage section 21 is read for each user. Then, the products or services included in the purchase information are classified into the plurality of expenditure items using household account book templates prepared in advance. In other words, purchase information is automatically converted into household account book information, which is the tool that most directly represents personal consumption.

FIG. 6 shows an example of a household account book template. Expenditure items include fixed expenses, food, daily necessities, medical/sanitation expenses, education/entertainment expenses, clothing expenses, pocket money, deposits and savings, and special expenses. There is a fee. Each expenditure item is classified into various products or services as shown in FIG. 6 as a breakdown. Of the above expenditure items, food, daily necessities, and medical and sanitary expenses are defined as necessary expenses, and education and entertainment expenses, clothing expenses, and pocket money are defined as leisure expenses. Leisure expenses are expenses that are not necessarily necessary for living, but are used to enrich one's life.

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

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

As a result, for example, the user-specific household account books of each user U1 to Uk shown in (a) of FIG. Then, household account book information for each income group is created as shown in FIG. 7(b).

Subsequently, in step S23, the household account book creation unit 12 reads the personal information of each user from the purchase information storage unit 21, and based on the home address included in the personal information, the area where the user resides (for example, by town name). settings) and classify each user into one of the plurality of geographical areas identified above. Further, for each regional area, the personal household account book information of each user classified into the relevant regional area is read out from the household account book storage unit 22, and based on this user-specific household account book information, the expenditure item for each expenditure item and the corresponding expenditure item is read out. For each product or service included in the , calculate the average or variance of its purchases. Then, the household account book information created for each area is stored in the household account book storage unit 22 in association with the area ID.

As a result, for example, the user-by-user household account books of each user U1 to Uk shown in FIG. Based on the user's household account book information, household account book information for each area is created as shown in FIG. 7(c).

For example, based on the address of the store where the purchase was made included in the purchase information, for each user, a regional area (typical user behavior area) that the user visits most frequently or spends the most time is identified, and each user is identified in the same way. Household account book information for each activity area may be created by classifying into each specified activity area.

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

(3-1) When Selecting an Approach Target from All Users First, in step S31, the analysis unit 13 determines whether or not the narrowing-down designation information is included in the analysis request. Then, if the narrowing-down specifying information is not included, all users stored in the purchase information storage unit 21 are selected in step S60, and a user to be approached is selected from all the users in step S70. process. FIG. 5 is a flow chart showing a selection processing procedure of an approach target user and its processing contents.

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

Note that it is also possible to set the first threshold value based on statistical data of general household expenditure structure. In this case, as statistical data, for example, "Reports on Consumer Issues and Consumer Policy, Part 1 Current State of Consumer Issues, Chapter 1 Trends in Socio-economic Situation Surrounding Consumers and Consumer Behavior and Awareness," Figures and Charts 1-1-1-3, etc., (2009-2011), [searched on February 14, 2017], Internet <URL: http://www.caa.go.jp/adjustments/houkoku/honbun_1_1_1.html> is available.

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

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

For example, assume that the service provider has specified "sports goods or services" as a product or service of interest. In this case, the analysis unit 13 refers to the household account book information shown in FIG. Calculate the consumption ratio between “entertainment”, “leisure/travel”, “horticulture”, etc., which are products or services of As a result of this calculation, if the consumption ratio of "sports" in the expenditure items of "education/entertainment expenses" is higher than the first threshold, the user has a high willingness to purchase "sports goods or services." and select the user as an approach target. On the other hand, even if the purchase amount for "sports goods or services" is high, if the consumption ratio of "sports" in the expenditure item of "education/entertainment expenses" is less than the first threshold, Do not select the user to approach.

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

In step S76, the analysis unit 13 determines whether or not the selection process for all the users to be selected has been completed. If there are still users that have not been selected, the process returns to step S72 to select the next user, and the processes of steps S73 to S75 are repeated. The above processing is repeated until there are no more unselected users.

(3-2) Case of Selecting Approach Target Users After Narrowing Down User Groups by Income Group and Regional Area Assume that the analysis request includes narrowing-down designation information in step S31. In this case, the marketing server SV, under the control of the analysis unit 13 and the approach target selection unit 14, performs user narrowing processing in step S40. FIG. 4 is a flow chart showing the processing procedure and processing contents.

(3-2-1) Narrowing down by income group The analysis unit 13 first sets a second threshold for selecting an income group and a third threshold for selecting a regional area in step S41. are set respectively. These threshold values are calculated based on the consumption ratio for each expenditure item based on the household account book information by income group and the household account book information by region stored in the household account book storage unit 22, for example, and based on the average value. set to

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

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

For example, it is now assumed that the service provider has specified the above-mentioned "sports goods or service" as the product or service of interest. In this case, the analysis unit 13 refers to the household account book information for each income group, and determines that "sports" and the same expenditure items as the sports include, that is, other Calculate the consumption ratio between products or services such as "entertainment", "leisure/travel", and "horticulture". As a result of this calculation, if the consumption ratio of "sports" in the expenditure items of "education/entertainment expenses" is higher than the second threshold, the user group belonging to the income group is "sports goods or services." , and selects a group of users in that income group as candidates to be approached. On the other hand, even if the purchase amount for "sports goods or services" is high, if the consumption ratio of "sports" in the expenditure item of "education/entertainment expenses" is less than the second threshold, A user set belonging to the income group is not selected.

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

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

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

For example, if "sports goods or services" is specified as a product or service to focus on, as mentioned above, the consumption ratio of "sports" in the expenditure item of "learning and entertainment expenses" is the third. is higher than the threshold of, it is assumed that the user set living in the relevant regional area has a high willingness to purchase "sports goods or services", and the user set in the relevant regional area is selected as candidates for approach. On the other hand, even if the purchase amount for "sports goods or services" is high, if the consumption ratio of "sports" in the expenditure item of "education/entertainment expenses" is less than the third threshold, A group of users residing in that regional area are considered to have little interest in sports and are not selected.

The approach target selection unit 14 stores the ID of the regional area selected as the approach target candidate in the approach information storage unit 24 .
In step S<b>52 , the analysis unit 13 determines whether or not the selection process for all the regional areas to be selected has ended. Then, if there remains a regional area that has not been selected yet, the process returns to step S47 to select the next regional area, and the processing of steps S48 to S51 is repeated. The above processing is repeated until there are no more unselected regional areas.

When the narrowing down process by income group and region is completed, the approach target selection unit 14 selects a user set belonging to the selected income group and living in the selected regional area in step S53. Therefore, for example, a group of users residing in a regional area with a high interest in "sports" is selected from among the group of users in the income group who have a high interest in "sports."

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

Thus, in this case, the approach information storage unit 24 stores, for example, a group of users who live in an income group with many users who are highly interested in "sports" and who live in a regional area where many users are highly interested in "sports." The selected users who are highly motivated to purchase "sporting goods" are stored as approach targets.

In the above description, users to be approached are selected from a group of users selected by narrowing down by income group and by narrowing down by region. However, not limited to this, in addition to selecting approach target users from the user set selected by narrowing down by income group, approach target users are also selected from the user set selected by narrowing down by region area. You may make it

(4) Provision of approach information The marketing server SV receives a request for distribution of approach target information from the service providing server GM. , the approach information is read from the approach information storage unit 24 . Then, this approach information is transmitted from the communication interface unit 30 to the requesting service providing server GM.

When the service providing server GM receives the approach information, it sends direct mail for introducing new products such as "sports goods or services" to the terminals TM1 to TMm of the users described in the approach information.

(effect)
As described in detail above, in one embodiment, the marketing server SV collects the purchase information of each user from a plurality of customer information databases DB1 to DBn, and based on the collected purchase information, Create household account book information by area. First, based on the household account book information by income group and the household account book information by area, the consumption ratio of the product or service of interest among the products or services with the same expenditure item is above the threshold. An income group and a regional area are selected, and from among a group of users belonging to either or both of the selected income group and regional area, products or services of interest among a group of products or services with the same expenditure item are selected. A user whose consumption ratio is equal to or higher than a threshold value is selected as an approach target user.

Here, in general, among a plurality of types of products or services, many products or services with a relatively high consumption rate reflect the user's desire to purchase. Therefore, by selecting approach target users by focusing on the consumption ratio as described above, it is possible to select users who are highly motivated to purchase the product or service of interest with a high probability.

In addition, prior to selecting users to be approached, we select income groups and regional areas where the consumption ratio of the product or service of interest is above a threshold value. It is possible to narrow down the set of users, which makes it possible to efficiently select users to be approached.

Furthermore, based on the purchase information collected from the customer information databases DB1 to DBn, household account book information is created for each user, income group, and area. Focusing on the consumption breakdown of the product or service, narrowing down and selection of approach target users can be performed, so users who are highly interested in the target product or service can be accurately selected.

Furthermore, since purchase information of one user is collected from a plurality of customer information databases DB1 to DBn to create household account book information, one user can use a common point card or use a plurality of credit cards. It is possible to collect a wide range of purchase information on products or services purchased from a plurality of stores by properly using a card or a point card, thereby making it possible to more accurately grasp the consumption breakdown of the user.

[Other embodiments]
When selecting users to be approached, among multiple expenditure items of household account data, products or services classified as necessary expenses and It is also possible to calculate the consumption ratio with the product or service classified into the expenditure item corresponding to the spare cost to be used, and select the user to be approached based on the calculated consumption ratio.

In this way, for example, when focusing on a product or service related to hobbies or entertainment, a user with a high spending ratio of leisure expenses to necessary expenses is regarded as having a high willingness to purchase the product or service related to hobbies or entertainment. can be selected with high probability.

In the above-described embodiment, household account book information is created for each income group and regional area, a user group is selected using this household account book information, and approach target users are selected from this selected user group. made to choose. However, not limited to this, for example, household account book information is created for each age group or family structure, a user group is selected using this household account book information, and an approach target user is selected from this selected user group. You may do so.

In addition, a user group is formed by, for example, area information, income, and purchase information instead of each user, and purchase information is collected for each user group, and the purchase information of the users included in the user group is mutually complemented. can be
Furthermore, when inserting leaflets or posting advertisements as a recommendation service, a distribution control unit for leaflets or the like is added to the marketing server SV or the service providing server GM. Then, a distribution request for the handbill may be transmitted together with the print data to the terminals of the trader who undertakes distribution of the insert handbill and the posting advertisement or the terminal of the posting trader.

In addition, the means for acquiring purchase information, the means for generating information representing the breakdown of consumption, the functions of the means for selecting users, the configuration of the marketing information analysis device, etc., can be modified in various ways without departing from the spirit of the present invention. It is possible.

In short, the present invention is not limited to the above-described embodiments as they are, and can be embodied by modifying constituent elements without departing from the scope of the present invention at the implementation stage. Also, various inventions can be formed by appropriate combinations of the plurality of constituent elements disclosed in the above embodiments. For example, some components may be omitted from all components shown in the embodiments. Furthermore, constituent elements of different embodiments may be combined as appropriate.

SV...marketing server, DB1 to DBn...purchase information management server, GM...data providing server, TM to TMm...user terminal, NW...communication network, 10...control unit, 20...storage unit, 30...communication interface unit, 11... purchase information acquisition control unit 12 household account book creation unit 13 analysis unit 14 approach target selection unit 15 transmission control unit 21 purchase information storage unit 22 household account book storage unit 23 analysis result storage Section 24: Approach information storage section.

Claims (8)

Acquisition means for acquiring purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of products or services for each of the plurality of users;
generating means for generating, for each user, information representing a consumption breakdown of goods or services purchased by the user based on the acquired purchase information;
For each user, based on the generated information representing the breakdown of consumption, a consumption ratio between a first product or service of interest among the plurality of types of products or services and a second product or service other than that is calculated. and selection means for selecting, from among the plurality of users , a user whose consumption ratio is equal to or greater than a preset threshold as a user to be approached. When the purchase information of one user is distributed and managed in a plurality of purchase information management databases, the acquisition means accesses the plurality of purchase information management databases to acquire a plurality of pieces of purchase information related to the user. 2. The marketing information analysis device according to claim 1, wherein the obtained plurality of purchase information are integrated for each user and stored in a memory. The generating means is
further comprising: means for classifying the users into a plurality of income levels, and generating information representing a consumption breakdown of goods or services purchased by a set of users classified into the income level for each income level;
The selection means is
For each income group, a consumption ratio between the focused first product or service and the other second product or service is calculated based on the information representing the consumption breakdown of the user group, and the calculated a means for selecting an income group to be approached from among the plurality of income groups based on the consumption ratio;
Consumption ratio of the noted first product or service purchased by each of the users among the plurality of users belonging to the user group classified into the selected income group and the other second product or service The marketing information analysis device according to claim 1 or 2, further comprising: means for selecting a user whose is equal to or greater than a preset threshold as a user to be approached . The generating means is
a means for classifying said users into a plurality of regional areas according to their residence or place of purchase, and generating information representing the consumption breakdown of goods or services purchased by a set of users classified into said regional area for each said regional area; further prepared,
The selection means is
For each of the regional areas, a consumption ratio between the focused first product or service and the other second product or service is calculated based on the information representing the consumption breakdown of the user group, and the calculated means for selecting a local area to be approached from among the plurality of local areas based on the consumption ratio;
Consumption ratio of the noted first product or service purchased by each of the users among the plurality of users belonging to the user group classified into the selected regional area and the other second product or service The marketing information analysis device according to claim 1 or 2, further comprising: means for selecting a user whose is equal to or greater than a preset threshold as a user to be approached . The generating means comprises household account book data in which expenditure items are classified into a plurality of items, and is based on the acquired purchase information of the user or the set of users for each user , each income group, or each regional area. 2. The marketing information according to claim 1 , wherein the information representing the breakdown of consumption is generated by classifying the products or services purchased by the user or the group of users and the purchase amount into corresponding items of the household account book data. Analysis equipment. The selection means is
Based on the information representing the breakdown of consumption generated using the household account book data, the first product or service of interest and another second product or service classified into the same expenditure item as the first product or service 6. The marketing information analysis device according to claim 5, which calculates a consumption ratio of products or services of the above, and selects the approach target user, the income group, or the regional area based on the calculated consumption ratio. A marketing information analysis method executed by an information processing device having a processor and a memory,
a process in which the information processing device acquires purchase information of the plurality of users from a purchase information management database that manages purchase information for a plurality of types of products or services for each of the plurality of users;
a process in which the information processing device generates, for each user, information representing a consumption breakdown of goods or services purchased by the user based on the acquired purchase information;
The information processing device selects, for each user, a first product or service of interest among the plurality of types of products or services and a second product or service other than the above, based on the generated information representing the consumption breakdown A process of calculating the consumption ratio with the service;
A marketing information analysis method, comprising the step of selecting, from among the plurality of users , a user whose consumption ratio is equal to or greater than a preset threshold value, by the information processing device, as a user to be approached. 7. A marketing information analysis program for operating a processor as each means provided in the marketing information analysis device according to any one of claims 1 to 6.

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