JP7405518B2 - Generation device, generation method and generation program - Google Patents

Description

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

In recent years, techniques have been known for determining the effects of a contact object that a user has touched. As an example of such a technique, a technique is known in which, when a vehicle occupant views an advertisement, the advertisement preference of the vehicle occupant is determined.

JP2014-052518A Japanese Patent Application Publication No. 2010-061218

However, with the above-mentioned conventional technology, it is not always possible to grasp the influence that a contact object has on each user who has a different contact mode.

For example, in the above-mentioned conventional technology, the content of the advertisement in front of the vehicle passenger's line of sight and the biometric information obtained when viewing the advertisement are acquired, and the passenger's preference for advertisements is determined. It simply describes the process of determining whether an advertisement is actually viewed by a user and measuring the actual viewing time of the advertisement. Therefore, with the above-mentioned conventional technology, it is not always possible to grasp the influence that a contact object has on each user who has a different contact mode.

The present application has been made in view of the above, and aims to understand the influence that a contact object has on each user who has different contact modes.

The generation device according to the present application uses an estimating unit that estimates the contact mode of each user with respect to a predetermined contact target, and information on a plurality of user groups whose contact modes are different, so that the predetermined contact target can be used for each use. and a generation unit that generates information indicating the influence exerted on the person.

According to one aspect of the embodiment, it is possible to grasp the influence of a contact target on each user who has a different contact mode.

FIG. 1 is a diagram illustrating an example of a generation process according to an embodiment. FIG. 2 is a diagram illustrating a configuration example of a generation system according to an embodiment. FIG. 3 is a diagram illustrating a configuration example of a generation device according to an embodiment. FIG. 4 is a diagram illustrating an example of a position information storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of a user information storage unit according to the embodiment. FIG. 6 is a flowchart illustrating an example of the procedure of the generation process according to the embodiment. FIG. 7 is a hardware configuration diagram showing an example of a computer that implements the functions of the generation device.

DESCRIPTION OF THE PREFERRED EMBODIMENTS A generation device, a generation method, and a form for implementing a generation program (hereinafter referred to as an "embodiment") according to the present application will be described in detail below with reference to the drawings. Note that this embodiment does not limit the generation device, generation method, and generation program according to the present application. Further, in each of the embodiments below, the same parts are given the same reference numerals, and redundant explanations will be omitted.

[1. Embodiment]
The generation process realized by the generation device and the like of this embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of a generation process according to an embodiment. In the example shown in FIG. 1, the generation system 1 includes a user terminal 10, an advertiser terminal 20, and a generation device 100. The user terminal 10, the advertiser terminal 20, and the generation device 100 are communicably connected via a predetermined communication network (not shown) by wire or wirelessly. Note that the generation system 1 shown in FIG. 1 may include multiple user terminals 10, multiple advertiser terminals 20, and multiple generation devices 100.

The user terminal 10 shown in FIG. 1 is an information processing device used by a user. For example, the user terminal 10 is a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a mobile phone, a PDA (Personal Digital Assistant), or the like. Note that in the example shown in FIG. 1, the user terminal 10 is a smart device such as a smartphone or a tablet used by a user. In the example shown in FIG. 1, the user terminal 10 also provides user position information based on information detected by various sensors (for example, a GPS (Global Positioning System) function, a motion sensor, etc.) possessed by the user terminal 10. is transmitted to the generation device 100. In addition, in the example shown in FIG. 1, the user terminal 10 is connected to various services distributed by an external server device and various applications (hereinafter sometimes referred to as "apps") installed on the user terminal 10. Behavior information based on the user's usage history, location information, etc. is transmitted to the generation device 100.

Furthermore, in the example shown in FIG. 1, the user terminals 10 will be described as user terminals 10-1 to 10-N (N is an arbitrary natural number) depending on the users who use the user terminals 10. For example, the user terminal 10-1 is the user terminal 10 used by the user (user U1) identified by the user ID "U1". Furthermore, hereinafter, when the user terminals 10-1 to 10-N are described without distinction, they will be referred to as user terminals 10.

The advertiser terminal 20 shown in FIG. 1 is an information processing device used by an advertiser. For example, the advertiser terminal 20 is a desktop PC, a notebook PC, a tablet terminal, a mobile phone, a PDA, or the like. In the example shown in FIG. 1, the advertiser terminal 20 is a notebook PC used by the advertiser A1.

Furthermore, in the example shown in FIG. Send to. Further, the advertiser terminal 20 transmits information regarding the specification of the user's behavior (hereinafter sometimes referred to as “behavior condition”) to the generation device 100.

The generation device 100 shown in FIG. 1 is an information processing device that generates influence information indicating the influence that an advertisement managed by an advertiser A1 has on users. In the example of FIG. 1, the generation device 100 acquires the user's location information from the user terminal 10 and stores it in the location information storage unit. The generation device 100 also acquires the user's behavior information from the user terminal 10, and stores the behavior information and attribute information regarding the user's attributes estimated from the behavior information in the user information storage unit. . Furthermore, the generation device 100 manages contact conditions and behavior conditions transmitted from the advertiser terminal 20.

The conversion process performed by the generation device 100 will be described below with reference to FIG. In the following description, it is assumed that a business that displays and installs advertisements outdoors has installed advertisement #1 submitted by advertiser A1 in area A. Note that advertisement #1 in the example of FIG. 1 may be an advertisement using various advertising media such as a billboard advertisement, a display advertisement, and a poster advertisement.

First, the generation device 100 acquires position information from the user terminal 10 (step S11). For example, in the example of FIG. 1, the generation device 100 generates location information (for example, specific numerical values indicating longitude and latitude) acquired by the GPS function of the user terminal 10, and the date and time corresponding to the location information. , is acquired from each user terminal 10 at predetermined intervals.

Subsequently, the generation device 100 receives contact conditions and behavior conditions from the advertiser terminal 20 (step S12). Here, in the example of FIG. 1, the generation device 100 converts users who have come within a predetermined range (for example, 10 meters, 100 meters) from the position where advertisement #1 is installed into users who have come into contact with advertisement #1. It is assumed that the contact condition is received from the advertiser terminal 20. It is also assumed that the generating device 100 receives a behavior condition from the advertiser terminal 20 that specifies the user's behavior “visit a store related to advertisement #1.”

Next, the generation device 100 identifies users whose location information satisfies the contact condition as a contact group (step S13). For example, in the example of FIG. 1, the generation device 100 estimates that the user who met the contact condition after the installation of advertisement #1 is the user who came into contact with advertisement #1, based on the location information collected in step S11. , a user group (contact group M1) who came into contact with advertisement #1 is identified.

Next, the generation device 100 identifies users who do not belong to the contact group as a comparison group among users who share at least one or both of behaviors and attributes with the contact group (step S14). Note that it is possible to arbitrarily set the type of users to be included in the comparison group, and the conditions for users to be included in the comparison group may be those registered by advertiser A1. . That is, the generation device 100 may receive the conditions for the comparison group from the advertiser A1.

For example, in the example of FIG. 1, the generation device 100 retrieves information (behavior information and attribute information) regarding actions and attributes associated with each user belonging to the contact group M1 from the location information storage unit and the user information storage unit. Extract. Then, the generation device 100 generates information regarding behaviors or attributes associated with users who are equal to or higher than a predetermined threshold (for example, 80% of all users who belong to the contact group M1) among the users who belong to the contact group M1, Alternatively, information regarding actions and attributes is specified as actions and attributes common to each user belonging to the contact group M1.

Here, in the example of FIG. 1, it is assumed that "visiting area A every day" is identified as an action common to users belonging to contact group M1, based on the behavior information of users belonging to contact group M1. do. In this case, based on the information stored in the location information storage unit and the user information storage unit, the generation device 100 generates a contact By estimating users who do not belong to group M1 to be users who have not come into contact with advertisement #1, a user group (comparison group C1) who has not come into contact with advertisement #1 is specified.

Next, the generation device 100 identifies the number of users who satisfy the behavioral condition and the number of users who do not satisfy the behavioral condition in each of the contact group and the comparison group (step S15). For example, in the example of FIG. 1, the generation device 100 calculates the number of users who "visited the related store related to advertisement #1" in each group of the contact group M1 and the comparison group C1 based on the user behavior information. and specify the number of users who did not "visit the related store related to advertisement #1."

Next, the generation device 100 generates influence information indicating the influence of the advertisement from the number of users identified in step S15 (step S16). For example, in the example of FIG. 1, the generation device 100 generates information indicating the number of users identified in step S15, and users who "visited the related store related to advertisement #1" among the users belonging to the contact group M1. information (graph G1) that compares the percentage of users who "visited a store related to advertisement #1" among users belonging to comparison group C1 and the percentage of users who "visited a related store related to advertisement #1" is used as influence information. generate.

Subsequently, the generation device 100 provides the influence information generated in step S16 to the advertiser terminal 20 (step S17).

Note that in the example of FIG. 1, a user who met the contact conditions provided by the advertiser is assumed to be a user who has come into contact with an advertisement. However, for example, if a wearable device that can communicate with the user terminal 10 is It may be estimated whether the user has come into contact with an advertisement based on the user's line of sight detected by the user wearing the device.

As described above, the generation device 100 according to the embodiment estimates the number of users who have come into contact with an advertisement placed outdoors based on location information, thereby identifying the contact group who have come into contact with the advertisement and the users who belong to the contact group. By comparing this group with a comparison group of users who have similar behaviors and attributes but who have not been exposed to advertisements, it is possible to understand the influence of advertisements placed outdoors. That is, the generation device 100 according to the embodiment can grasp the influence of the outdoor contact object on each user who has different contact modes with respect to the contact object.

[2. Configuration of generation processing system]
Next, a generation system 1 for realizing the above-described generation process will be described using FIG. 2. FIG. 2 is a diagram illustrating a configuration example of a generation system according to an embodiment. As shown in FIG. 2, the generation system 1 according to the embodiment includes a user terminal 10, an advertiser terminal 20, and a generation device 100. The user terminal 10, the advertiser terminal 20, and the generation device 100 are connected to each other via a network N so that they can communicate with each other by wire or wirelessly. Note that the network N is a communication network such as a LAN (Local Area Network), a WAN (Wide Area Network), a telephone network (such as a mobile phone network or a fixed telephone network), a local IP (Internet Protocol) network, or the Internet. The network N may include a wired network or a wireless network. Further, the generation system 1 shown in FIG. 2 may include a plurality of user terminals 10, a plurality of advertiser terminals 20, and a plurality of generation devices 100.

The user terminal 10 is an information processing device used by a user. The user terminal 10 transmits the user's position information based on information detected by various sensors (for example, a GPS function, a motion sensor, etc.) included in the user terminal 10 to the generation device 100. In addition, the user terminal 10 transmits to the generation device 100 behavior information based on various services distributed by external server devices, the user's usage history in various applications installed on the user terminal 10, location information, etc. do. Further, when the user terminal 10 receives control information for realizing processing of various sensors and various applications from the generation device 100, it realizes the processing according to the control information.

The advertiser terminal 20 is an information processing device used by an advertiser. The advertiser terminal 20 transmits to the generation device 100 contact conditions that serve as criteria for determining whether or not a user has contacted an advertisement, and behavioral conditions related to designation of the user's behavior. Note that, when the advertiser terminal 20 receives control information for realizing the transmission process of contact conditions and behavior conditions from the generation device 100, the advertiser terminal 20 realizes the transmission process according to the control information.

The generation device 100 is an information processing device that generates influence information indicating the influence that an advertisement managed by an advertiser has on users. The generation device 100 acquires the user's location information from the user terminal 10, and stores it in the location information storage section 121, which will be described later. In addition, the generation device 100 acquires behavioral information of the user from the user terminal 10, and stores the behavioral information and attribute information regarding the user's attributes estimated from the behavioral information in a user information storage unit 122, which will be described later. Store in. Furthermore, the generation device 100 manages contact conditions and behavior conditions transmitted from the advertiser terminal 20. Note that the generation device 100 may be a server that distributes the data of a predetermined application itself. Further, the generation device 100 may function as a distribution device that distributes control information to the user terminal 10 and the advertiser terminal 20. Here, the control information is written in, for example, a script language such as JavaScript (registered trademark) or a style sheet language such as CSS (Cascading Style Sheets). Note that the predetermined application itself distributed from the generation device 100 may be regarded as the control information.

[3. Configuration of generation device]
Next, the configuration of the generation device 100 will be described using FIG. 3. FIG. 3 is a diagram illustrating a configuration example of a generation device according to an embodiment. As shown in FIG. 3, the generation device 100 includes a communication section 110, a storage section 120, and a control section 130.

(About communication department 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card). The communication unit 110 is connected to the network N by wire or wirelessly, and transmits and receives information to and from the user terminal 10, advertiser terminal 20, and the like.

(About storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. As shown in FIG. 3, the storage unit 120 includes a location information storage unit 121 and a user information storage unit 122.

(About location information storage unit 121)
The location information storage unit 121 stores location information of the user. Here, an example of information related to a query stored in the location information storage unit 121 will be explained using FIG. 4. FIG. 4 is a diagram illustrating an example of a position information storage unit according to the embodiment. In the example of FIG. 4, the location information storage unit 121 has items such as "user ID", "date and time", "transportation means", and "location information".

"User ID" indicates identification information for identifying a user. "Date and time" indicates the date and time corresponding to the location information. "Movement means" indicates the means of movement used to move to the position corresponding to the position information. "Location information" indicates the user's location information. Although FIG. 4 shows an example in which conceptual information such as "location information #1" is stored in "location information," in reality, information indicating latitude and longitude may be stored.

That is, FIG. 4 shows an example in which the user identified by the user ID "U1" is located at "location information #1" at "date and time #1" by means of transportation "on foot."

(About the user information storage unit 122)
The user information storage unit 122 stores user information regarding user attributes and actions. Here, an example of user information stored in the user information storage unit 122 will be explained using FIG. 5. FIG. 5 is a diagram illustrating an example of a user information storage unit according to the embodiment. In the example of FIG. 5, the user information storage unit 122 has items such as "user ID", "attribute information", and "behavior information".

"User ID" indicates identification information for identifying a user. "Attribute information" indicates information regarding the user's attributes. Although Fig. 5 shows an example in which conceptual information such as "attribute information #1" is stored in "attribute information," in reality, information indicating the user's psychographic attributes and demographic attributes is stored. May be stored.

"Behavior information" indicates information regarding the user's behavior, and includes items such as "behavior date and time" and "behavior content." The "action date and time" indicates the date and time corresponding to the user's action. "Action content" indicates the content of the user's action. Although Fig. 5 shows an example in which conceptual information such as "behavior content #1" is stored in "behavior content", in reality, information such as presence or absence of a visit to a physical store, product purchase history, network Information such as the above browsing history may also be stored.

That is, FIG. 5 shows an example in which the user identified by the user ID "U1" has "attribute information #1" and has performed "action content #1" on "action date and time #1."

(About the control unit 130)
The control unit 130 is a controller, and for example, various programs stored in the storage device inside the generation device 100 use the RAM as a work area by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), etc. This is achieved through execution. Further, the control unit 130 is a controller, and is realized by, for example, an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array). As shown in FIG. 3, the control unit 130 according to the embodiment includes an acquisition unit 131, an estimation unit 132, a specification unit 133, and a generation unit 134, and has information processing functions and operations described below. to realize or carry out.

(About the acquisition unit 131)
The acquisition unit 131 acquires the user's location information. For example, in the example of FIG. 1, the acquisition unit 131 acquires location information (for example, specific numerical values indicating longitude and latitude) acquired by the GPS function of the user terminal 10, and the date and time corresponding to the location information. , is acquired from each user terminal 10 at predetermined intervals and stored in the position information storage unit 121.

(About the estimation unit 132)
The estimating unit 132 estimates the contact mode of each user with respect to a predetermined contact target. For example, in the example of FIG. 1, the estimation unit 132 estimates the user's contact mode based on the user's location information and the contact conditions received from the advertiser terminal 20.

Furthermore, the estimating unit 132 may estimate the contact mode of each user with respect to a predetermined contact target based on the position information of each user. For example, in the example of FIG. 1, the estimating unit 132 estimates the contact mode of each user with respect to advertisement #1 based on the user's location information and the contact conditions received from the advertiser terminal 20.

Furthermore, the estimating unit 132 may estimate how each user interacts with a predetermined advertisement as a predetermined contact target. For example, in the example of FIG. 1, the estimating unit 132 estimates each use of advertisement #1, which is an advertisement placed outdoors and is an advertisement using various advertising media such as a billboard advertisement, a display advertisement, and a poster advertisement. Estimate the contact mode of the person.

Furthermore, the estimation unit 132 may estimate whether or not a predetermined contact target has been touched. For example, in the example of FIG. 1, the estimation unit 132 estimates that a user who met the contact condition received from the advertiser terminal 20 after the installation of advertisement #1 is a user who has contacted advertisement #1 based on the location information. do.

Furthermore, the estimating unit 132 may estimate the date and time of contact with a predetermined contact target as the contact mode. For example, in the example of FIG. 1, the estimating unit 132 estimates the date and time that corresponds to the location information that satisfies the contact condition received from the advertiser terminal 20 as the date and time that the user contacted advertisement #1.

Furthermore, the estimating unit 132 may estimate the contact mode of each user with respect to a predetermined moving object as a predetermined contact target. For example, the estimating unit 132 estimates how each user interacts with truck advertisements, advertising cars, advertisements placed inside and outside means of transportation (for example, trains, buses, etc.).

(About the specific part 133)
The specifying unit 133 specifies whether each user has performed a predetermined action related to a predetermined contact target. For example, in the example of FIG. 1, the identifying unit 133 determines whether or not each user receives an advertisement based on whether or not the behavior information satisfies the behavior condition “visit a related store related to advertisement #1” received from the advertiser terminal 20. Identify whether or not you performed an action related to #1.

(About the generation unit 134)
The generation unit 134 generates information indicating the influence that a predetermined contact target has on each user, using information on a plurality of user groups each having a different contact mode. For example, in the example of FIG. 1, the generation unit 134 calculates the influence of advertisement #1 based on the behavioral information of the contact group M1 who came into contact with advertisement #1 and the comparison group C1 who did not come into contact with advertisement #1. Generate influence information to indicate.

Further, the generation unit 134 may generate information indicating the advertising effectiveness of the advertisement using information on a plurality of user groups having different contact modes with respect to the advertisement. For example, in the example of FIG. 1, the generation unit 134 generates a message based on whether the behavior information of users belonging to each of the contact group M1 and the comparison group C1 satisfies the behavior condition received from the advertiser terminal 20. Influence information indicating the advertising effectiveness of advertisement #1 is generated.

Further, the generation unit 134 may generate information indicating the number of users belonging to each user group as information indicating influence for a plurality of user groups with different contact targets. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating the number of users belonging to each of the contact group M1 and the comparison group C1.

Further, the generation unit 134 may generate information indicating a user group that has contacted the predetermined contact target and a user group that has not contacted the predetermined contact target. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating a contact group M1 that has contacted advertisement #1 and a comparison group C1 that has not contacted advertisement #1.

In addition, the generation unit 134 identifies a contact group that is a group of users who have contacted a predetermined contact target, and also specifies a user group that has a predetermined commonality with users belonging to the contact group as a comparison group, Information indicating influence may be generated using information on the contact group and information on the user group. For example, in the example of FIG. 1, the generation unit 134 identifies users who do not belong to the contact group M1 as the comparison group C1 among users who share at least one or both of behaviors and attributes with the contact group M1, Generate influence information.

Further, the generation unit 134 may specify a user group whose behavior is similar to the users belonging to the contact group as a comparison group. For example, in the example of FIG. 1, the generation unit 134 specifies "visiting area A every day" as an action common to users belonging to contact group M1, based on the behavior information of users belonging to contact group M1. do. Then, based on the behavior information, the generation unit 134 classifies users who do not belong to the contact group M1 among the users who are identified as "visiting area A every day" as users who have not come into contact with advertisement #1. By estimating, a comparison group C1 that has not been exposed to advertisement #1 is identified.

Further, the generation unit 134 may identify a contact group and a comparison group from users who visited a place where a predetermined contact target is installed. For example, in the example of FIG. 1, the generation unit 134 identifies the contact group M1 and the comparison group C1 from users who visited area A where advertisement #1 was installed.

Furthermore, among users who move by a common means of transportation, the generation unit 134 defines users who came into contact with a predetermined contact object while moving as a contact group, and users who did not come into contact with a predetermined contact object while moving. may be specified as a comparison group. For example, in the example of FIG. 1, the generation unit 134 identifies a contact group M1 that has contacted advertisement #1 and a comparison group C1 that has not contacted advertisement #1 among users who move on foot.

Further, the generation unit 134 may specify a user group having similar attributes to the users belonging to the contact group as a comparison group. For example, the generation unit 134 identifies attributes common to the users belonging to the contact group M1 based on the behavioral information of the users belonging to the contact group, and selects among the users for whom the attributes are specified based on the behavioral information, Identify users who do not belong to the group as a comparison group.

In addition, the generation unit 134 identifies users who have a predetermined commonality, and creates a group of users who have contacted a predetermined contact target among the identified users, and a group of users who have contacted a predetermined contact target among the identified users. Information indicating a user group with which the user has not been contacted may be generated. For example, the generation unit 134 refers to the user information storage unit 122 and identifies a group of users who have at least one or both of behavioral information and attribute information in common. Then, the generation unit 134 generates influence information indicating a group of users who have come into contact with the advertisement and a group of users who have not come into contact with the advertisement, among the specified user group.

Furthermore, the generation unit 134 uses information of users who have performed a predetermined action and information of users who have not performed a predetermined action among the users belonging to each user group to indicate influence. Information may be generated. For example, in the example of FIG. 1, the generation unit 134 calculates the ratio of the number of users who "visited a related store related to advertisement #1" among the users belonging to the contact group M1, and the percentage of users belonging to the comparison group C1. Among them, information comparing the ratio of the number of users who "visited a related store related to advertisement #1" is generated as influence information.

Further, the generation unit 134 may generate information indicating a plurality of user groups having different dates and times of contact with a predetermined contact target. For example, the generation unit 134 generates influence information indicating a contact group and a comparison group for each predetermined period (for example, one hour, one day, etc.).

[4. Generation process flow]
Here, the procedure of the generation process of the generation device 100 according to the embodiment will be explained using FIG. 6. FIG. 6 is a flowchart illustrating an example of the procedure of the generation process according to the embodiment.

As shown in FIG. 6, the generation device 100 acquires the user's location information (step S101). Subsequently, the generation device 100 estimates the contact mode of each user with respect to the contact target (step S102). For example, in the example of FIG. 1, the generation device 100 estimates that the user whose location information satisfies the contact condition received from the advertiser terminal 20 is the user who contacted advertisement #1.

Next, the generation device 100 specifies whether each user has performed an action corresponding to the contact target (step S103). For example, in the example of FIG. 1, the generation device 100 identifies a user who satisfies the behavioral condition received from the advertiser terminal 20 as a user who performed the behavior corresponding to advertisement #1.

Subsequently, the generation device 100 generates information indicating the influence of the contact object on each user with different contact modes (step S104), and ends the process. For example, in the example of FIG. 1, the generation device 100 calculates the ratio of the number of users who "visited a related store related to advertisement #1" among the users belonging to the contact group M1, and the percentage of users belonging to the comparison group C1. Among them, information comparing the ratio of the number of users who "visited a related store related to advertisement #1" is generated as influence information.

[5. Modified example]
The embodiments described above are merely examples, and various modifications and applications are possible.

[5-1. Regarding contact objects]
In the above-described embodiment, an example was shown in which the generation device 100 uses an advertisement as a contact target, but the generation device 100 is not limited to an advertisement, and may use various objects as a contact target.

[5-2. About the user group]
In the above-described embodiment, an example was given in which the generation device 100 identifies a contact group that came into contact with an advertisement and a comparison group that did not come into contact with an advertisement, and generates influence information indicating the influence of the advertisement. The functions of the generation device 100 are not limited to such a configuration, and user groups with arbitrary relationships may be specified. For example, the generation device 100 generates a first contact group that came into contact with the first advertisement but did not come into contact with the second advertisement, and a second contact group that did not come into contact with the first advertisement but came into contact with the second advertisement. may be specified, and influence information indicated by each of the first advertisement and the second advertisement may be generated.

[5-3. Regarding estimation of contact mode]
In the above-described embodiment, an example was shown in which the generation device 100 estimates a user who has entered a predetermined range from the position where the advertisement is installed as a user who has come into contact with the advertisement. The configuration is not limited to this, and it is possible to arbitrarily set what kind of users are presumed to be the users who have come into contact with the advertisement. For example, if the advertisement is placed on a predetermined means of transportation (for example, a train, bus, expressway, etc.), the generation device 100 may classify the user who used the predetermined means of transportation into the user who came into contact with the advertisement. It may be assumed that Further, for example, if the advertisement is displayed in a predetermined area at a predetermined time period (for example, in the case of a display advertisement), the generation device 100 generates a The user may be presumed to be the user who came into contact with the advertisement, and identified as the contact group. Then, the generation device 100 may presume that users who entered the predetermined area at times other than the predetermined time slot are users who did not come into contact with the advertisement, and may identify them as the comparison group.

[6. effect〕
As described above, the generation device 100 according to the embodiment includes the acquisition section 131, the estimation section 132, the identification section 133, and the generation section 134. The acquisition unit 131 acquires the user's location information. The estimating unit 132 estimates the contact mode of each user with respect to a predetermined contact target. The specifying unit 133 specifies whether each user has performed a predetermined action related to a predetermined contact target. The generation unit 134 generates information indicating the influence that a predetermined contact target has on each user, using information on a plurality of user groups each having a different contact mode.

Thereby, since the generation device 100 according to the embodiment generates information indicating the influence of a contact target using information of a plurality of user groups with different contact modes, the generation device 100 makes contact with each user with a different contact mode. You can understand the influence of the target.

Further, in the generation device 100 according to the embodiment, for example, the estimating unit 132 estimates the contact mode of each user with respect to a predetermined contact target based on the position information of each user. Furthermore, the estimating unit 132 estimates how each user interacts with a predetermined advertisement as a predetermined contact target. Then, the generation unit 134 generates information indicating the advertising effectiveness of the advertisement using information on a plurality of user groups having different contact modes with respect to the advertisement. Further, the generation unit 134 generates information indicating the number of users belonging to each user group as information indicating influence, for a plurality of user groups with different contact targets.

Thereby, the generation device 100 according to the embodiment estimates the manner of contact with the advertisement and generates information indicating the advertisement effectiveness, so it is possible to grasp the influence of the advertisement.

Furthermore, in the generation device 100 according to the embodiment, for example, the estimation unit 132 estimates whether or not a predetermined contact target has been touched. The generation unit 134 then generates information indicating a user group that has contacted the predetermined contact target and a user group that has not contacted the predetermined contact target. In addition, the generation unit 134 identifies a contact group that is a group of users who have contacted a predetermined contact target, and also specifies a user group that has a predetermined commonality with users belonging to the contact group as a comparison group, Information indicating influence is generated using information on the contact group and information on the user group. Furthermore, the generation unit 134 identifies a user group whose behavior is similar to the users belonging to the contact group as a comparison group. Furthermore, the generation unit 134 identifies a contact group and a comparison group from users who have visited a place where a predetermined contact target is installed. Furthermore, among users who move by a common means of transportation, the generation unit 134 defines users who came into contact with a predetermined contact object while moving as a contact group, and users who did not come into contact with a predetermined contact object while moving. identify as the comparison group. Furthermore, the generation unit 134 identifies a user group having similar attributes to the users belonging to the contact group as a comparison group. In addition, the generation unit 134 identifies users who have a predetermined commonality, and creates a group of users who have contacted a predetermined contact target among the identified users, and a group of users who have contacted a predetermined contact target among the identified users. Generate information indicating the user group with which you have not been in contact.

Thereby, the generation device 100 according to the embodiment identifies the contact group and the comparison group and generates information indicating the influence of the contact target, so the generation device 100 can calculate the influence of the contact target on each user with different contact modes. I can understand it.

In addition, in the generation device 100 according to the embodiment, for example, the generation unit 134 generates information about users who have performed a predetermined action among users belonging to each user group, and information about users who have not performed a predetermined action. information indicating influence is generated using the information.

Thereby, the generation device 100 according to the embodiment generates information based on whether a user belonging to each user group has performed an action related to the contact target, so that the contact mode is set to contact each user. You can understand the influence of the target.

Furthermore, in the generation device 100 according to the embodiment, for example, the estimating unit 132 estimates the date and time of contact with a predetermined contact target as the contact mode. Then, the generation unit 134 generates information indicating a plurality of user groups having different dates and times of contacting the predetermined contact target.

Thereby, since the generation device 100 according to the embodiment generates information according to the date and time when the user contacts the contact target, it is possible to appropriately grasp the influence that the contact target has on each user.

Furthermore, in the generation device 100 according to the embodiment, for example, the estimating unit 132 estimates the contact mode of each user with respect to a predetermined moving object as a predetermined contact target.

Thereby, since the generation device 100 according to the embodiment estimates the contact mode of the contact target which is a moving body, it is possible to appropriately grasp the influence exerted by the contact target which is a moving body.

[7. Hardware configuration]
Further, the generation device according to each of the embodiments described above is realized by, for example, a computer 1000 having a configuration as shown in FIG. The following will explain the generation device 100 as an example. FIG. 7 is a hardware configuration diagram showing an example of a computer that implements the functions of the generation device. Computer 1000 has CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I/F) 1500, input/output interface (I/F) 1600, and media interface (I/F) 1700.

CPU 1100 operates based on a program stored in ROM 1300 or HDD 1400, and controls each part. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started, programs depending on the hardware of the computer 1000, and the like.

The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. Communication interface 1500 receives data from other devices via communication network 500 (corresponding to network N in the embodiment) and sends it to CPU 1100, and also sends data generated by CPU 1100 to other devices via communication network 500. Send to device.

The CPU 1100 controls output devices such as a display and a printer, and input devices such as a keyboard and mouse via an input/output interface 1600. CPU 1100 obtains data from an input device via input/output interface 1600. Further, CPU 1100 outputs the generated data to an output device via input/output interface 1600.

Media interface 1700 reads programs or data stored in recording medium 1800 and provides them to CPU 1100 via RAM 1200. CPU 1100 loads this program from recording medium 1800 onto RAM 1200 via media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or a PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. etc.

For example, when the computer 1000 functions as the generation device 100, the CPU 1100 of the computer 1000 realizes the functions of the control unit 130 by executing a program loaded onto the RAM 1200. Further, each data in the storage device of the generation device 100 is stored in the HDD 1400. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them, but as another example, these programs may be acquired from another device via a predetermined communication network.

[8. others〕
Some of the embodiments of the present application have been described above in detail based on the drawings, but these are merely examples, and various modifications and variations may be made based on the knowledge of those skilled in the art, including the embodiments described in the disclosure section of the invention. It is possible to carry out the invention in other forms with modifications.

Further, the configuration of the above-described generation device 100 can be changed flexibly, such as implementing some functions by calling an external platform or the like using an API (Application Programming Interface) or network computing.

Further, the "unit" described in the claims can be read as "means", "circuit", etc. For example, the acquisition unit can be read as an acquisition means or an acquisition circuit.

10 User terminal 20 Advertiser terminal 100 Generation device 110 Communication unit 120 Storage unit 121 Location information storage unit 122 User information storage unit 130 Control unit 131 Acquisition unit 132 Estimation unit 133 Specification unit 134 Generation unit

Claims (13)

an estimation unit that estimates whether or not each user has contacted a predetermined contact target as a contact mode of each user with respect to the predetermined contact target ;
a generation unit that generates information indicating the influence that the predetermined contact target has on each user, using information on a plurality of user groups each having a different contact mode,
The generation unit is
A group of users who have come into contact with the predetermined contact target is identified as a contact group, and the commonality of the actions or attributes of the users belonging to the contact group is identified, and the user group having the commonality is identified as the contact group. Identifying a user group that does not belong to the contact group as a comparison group, and using information on the contact group and information on the comparison group to generate information indicating the influence exerted by the predetermined contact target on each user. A generating device characterized by: further comprising an acquisition unit that acquires location information of the user,
The estimation unit is
The generation device according to claim 1, wherein a contact mode of each user with respect to the predetermined contact target is estimated based on position information of each user. The estimation unit is
Estimating the contact mode of each user with respect to a predetermined advertisement as the predetermined contact target,
The generation unit is
The generation device according to claim 1 or 2, wherein information indicating the advertising effectiveness of the advertisement is generated using information on a plurality of user groups having different contact modes with the advertisement. The generation unit is
Any one of claims 1 to 3, characterized in that, for a plurality of user groups with which the contact targets differ, information indicating the number of users belonging to each user group is generated as the information indicating the influence. 1. The generator according to claim 1. The generation unit is
The generation device according to any one of claims 1 to 4, characterized in that a user group whose behavior is common to users belonging to the contact group is specified as a comparison group. The generation unit is
The generation device according to claim 5, wherein the contact group and the comparison group are identified from a group of users who have taken the action of visiting a place where the predetermined contact target is installed. The generation unit is
Among a group of users who moved by a common means of transportation, the group of users who came into contact with the predetermined contact object while moving was defined as the contact group, and the user who did not come into contact with the predetermined contact object while moving. The generating device according to any one of claims 1 to 6, wherein the generating device specifies a group of people as a comparison group. The generation unit is
The generation device according to any one of claims 1 to 7, characterized in that a user group having common attributes with users belonging to the contact group is specified as a comparison group. further comprising a specifying unit that specifies whether each user has performed a predetermined action related to the predetermined contact target;
The generation unit is
Among the users belonging to the contact group , the information on the users who performed the predetermined action, the information on the users who did not perform the predetermined action , and furthermore, among the users belonging to the comparison group, the Among claims 1 to 8 , the information indicating the influence is generated using information on a user who has performed a predetermined action and information on a user who has not performed the predetermined action. The generating device according to any one of the above. The estimation unit is
As the contact mode, estimating the date and time of contact with the predetermined contact target,
The generation unit is
The generation device according to any one of claims 1 to 9, wherein the generation device generates information indicating a plurality of user groups having different dates and times of contact with the predetermined contact target. The estimation unit is
The generation device according to any one of claims 1 to 10, characterized in that the manner of contact of each user with respect to a predetermined moving body is estimated as the predetermined contact object. A generation method executed by a generation device, the generation method comprising:
an estimating step of estimating whether each user has contacted a predetermined contact object as a contact mode of each user with respect to the predetermined contact object ;
a generation step of generating information indicating the influence that the predetermined contact target has on each user, using information on a plurality of user groups each having a different contact mode,
The production step includes :
A group of users who have come into contact with the predetermined contact target is identified as a contact group, and the commonality of the actions or attributes of the users belonging to the contact group is identified, and the user group having the commonality is identified as the contact group. Identifying a user group that does not belong to the contact group as a comparison group, and using information on the contact group and information on the comparison group to generate information indicating the influence exerted by the predetermined contact target on each user. A generation method characterized by: an estimation procedure for estimating whether each user has come into contact with a predetermined contact object as a contact mode of each user with respect to the predetermined contact object ;
causing a computer to execute a generation procedure for generating information indicating the influence that the predetermined contact target has on each user, using information on a plurality of user groups each having a different contact mode;
The generation procedure is
A group of users who have come into contact with the predetermined contact target is identified as a contact group, and the commonality of the actions or attributes of the users belonging to the contact group is identified, and the user group having the commonality is identified as the contact group. Identifying a user group that does not belong to the contact group as a comparison group, and using information on the contact group and information on the comparison group to generate information indicating the influence exerted by the predetermined contact target on each user. A generation program characterized by:

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