KR102038285B1 - Method and apparatus for analyzing advertising effect - Google Patents

Abstract

Disclosed are an advertisement effect analysis method and apparatus. The advertising effect analysis method includes the steps of: (a) acquiring media data for each advertising media company; (b) obtaining tracking data for at least one of a page view, a user pattern, and a history for each advertisement page through an analysis tool; (c) deriving a contribution ratio of sales to advertising spending using the media data, the tracking data, and advertiser sales data, respectively; And (d) visually outputting the contribution of sales to the derived advertising spending.

Description

Method and apparatus for analyzing advertising effect

The present invention relates to an advertising effect analysis method and apparatus.

Twenty years have passed since the growth of the World Wide Web, which led to the popularization of the Internet. Internet advertising began as a banner in HOTWIRED in October 1994, two years after the first website was launched in 1992. Although text-based advertising based on PC communications is the beginning of Internet advertising, it is from the US HOTWIRED that has the current form of interaction with users.

The advertisement, posted on HOTWIRED, was created in September 1994 to promote the site, as AT & T also launched a campaign on the website youwill.com. hotwired.com persuaded AT & T to attract the first online banner ad, and the first banner ad was a `` Have you ever clicked your mouse right HERE. ''

From the beginning, domestic Internet advertisement was introduced in 1994 and developed from simple banner advertisement to banner that delivers more messages with the development of multimedia technology. During this period, Internet advertising was developed in various forms, including e-mail and webzine, as it was recognized as an alternative to traditional media.

Since then, in 1999, the number of Internet users reached 10 million, and in 2004, the Internet spread rapidly, with the Internet spreading rapidly, and the growth of Internet advertising also accompanied the growth of display advertising and search AD. New types of advertisements have emerged.

In 2006, as WiBro and HSDPA services were launched in Korea for the first time in the world, wired internet usage gradually became stagnant, and the transition to mobile internet is rapidly emerging, and new advertisements are focused on personalized advertisements.

Although various forms of customized advertisements are provided, it is difficult for an advertiser to compare and analyze the effect of advertisements accurately.

(01) Republic of Korea Patent Publication No. 10-2014-0047225 (2014.04.22.)

The present invention is to provide an advertising effect analysis method and apparatus therefor.

The present invention is to provide a method and apparatus for analyzing an advertising effect that can be provided so that the advertisement effect of the advertising media company and the advertiser data in conjunction with the web analytics analysis to provide a glance at the cost of the advertising spending.

According to an aspect of the present invention, an advertisement effect analysis method may be provided in which the advertisement medium data of the advertisement medium company and the advertiser data may be integrated in conjunction with a web analytics tool to provide a glance at the cost of the advertisement spending.

According to an embodiment of the present invention, (a) acquiring media data for each advertising media company; (b) obtaining tracking data for at least one of a page view, a user pattern, and a history for each advertisement page through an analysis tool; (c) deriving a contribution ratio of sales to advertising spending using the media data, the tracking data, and advertiser sales data, respectively; And (d) visually outputting the sales contribution to the derived advertising spending.

Step (b) may include allocating a unique code for each advertisement space; And acquiring tracking data for each advertisement page through an analysis tool based on the unique code.

Prior to step (c), the method further includes a step of receiving a selection option, wherein step (c) may derive sales contribution to advertising spending by reflecting tracking data according to the selection option.

The selection option may be an advertisement exposure apparatus and an advertisement page type, wherein the advertisement exposure device may be at least one of a computer and a mobile device, and the advertisement page type may be at least one of a banner advertisement, a search advertisement, a banner, and a search advertisement.

The media data may be at least one of a billed amount, a click count, and a cost per click (CPC).

When deriving the sales contribution from the advertising expenditure, the tracking data is reflected based on the media data to derive the click count (CTR), the KPI index, and the conversion rate, respectively, and the advertising expenditure is reflected by different weights according to the conversion type. Contribution to sales can be derived.

The revenue contribution to the advertising spending may be derived by multiplying the number of conversions by the weight of each conversion type.

The conversion type may include a subscription and a purchase price.

In the step (d), it is possible to visually output the contribution of sales to the advertising expenditure derived for each advertisement exposure device, media, page, and date.

According to another aspect of the present invention, in conjunction with the web analytics tool is provided an apparatus that can provide a glance to the effect of the advertising spending cost by integrating the advertising media data and advertiser data of the advertising media company.

According to an embodiment of the present invention, an advertisement effect analysis apparatus, the display unit; A memory for storing at least one instruction; And a processor interworking with the memory to execute instructions stored in the memory, wherein the processor acquires media data of each advertisement media company. Obtaining tracking data for at least one of a page view, a user pattern, and a history of each advertisement page through an analytics tool; Deriving a contribution ratio of sales to advertisement spending using the media data, the tracking data, and advertiser sales data, respectively; And controlling the display unit to visually output the derived contribution to the advertising spending through the display unit.

The controlling of the output of the sales contribution relative to the advertisement spending visually may be controlled to output the sales contribution to the advertisement spending in a plurality of different visual output forms.

By providing an advertising effect analysis method and apparatus according to an embodiment of the present invention, by integrating the advertising media data and advertiser data of the advertising media in conjunction with the web analytics tool to provide a glance at the cost of advertising expenses compared to advertising expenses can do.

1 is a flow chart showing a method for analyzing the advertising effect according to an embodiment of the present invention.
2 is a diagram illustrating tracking data according to an embodiment of the present invention.
3 to 5 are diagrams for explaining a method of visually outputting the revenue contribution (conversion cost) compared to the advertising spend according to an embodiment of the present invention.
FIG. 6 illustrates an interface for registering weights according to conversion types according to an embodiment of the present invention. FIG.
7 is a view schematically showing the internal configuration of the advertising effect analysis apparatus according to an embodiment of the present invention.

As used herein, the singular forms "a", "an" and "the" include plural forms unless the context clearly indicates otherwise. In this specification, terms such as “consisting of” or “comprising” should not be construed as necessarily including all of the various components or steps described in the specification, and some of the components or some steps It should be construed that it may not be included or may further include additional components or steps. In addition, the terms "... unit", "module", etc. described in the specification mean a unit for processing at least one function or operation, which may be implemented in hardware or software or a combination of hardware and software. .

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a flowchart illustrating a method for analyzing an advertising effect according to an embodiment of the present invention, FIG. 2 is a diagram illustrating tracking data according to an embodiment of the present invention, and FIGS. 3 to 5 are views of the present invention. FIG. 6 is a diagram illustrating a method of visually outputting a revenue contribution (conversion cost) to advertising spending according to an embodiment of FIG. 6, and FIG. 6 is an interface for registering weights according to conversion types according to an embodiment of the present invention. Figure is a diagram.

In operation 110, the advertisement effect analysis apparatus 100 obtains advertisement media data for each advertisement media company. Here, the advertisement medium data is data related to advertisement costs according to each advertisement space provided by each advertisement medium company, and includes at least one of a charge, a click count, and a cost per click (CPC).

In operation 115, the advertisement effect analysis apparatus 100 allocates a unique code for each advertisement page in order to obtain tracking data for each advertisement page (page, banner, keyword, etc.). For example, the unique code may include the URL address information. For example, assuming that the advertising space (eg, landing page) is 11th Street, a unique code may be assigned as follows.

http://www.11st.co.kr/N-brand-1

The reason for exemplifying the unique code as described above is because it is assumed that the tracking data for the advertisement page is used in Google Analytics or Adobe Analytics in one embodiment of the present invention.

The unique code is compatible with Google Analytics or Adobe Analytics and can be assigned a unique code including the page address of the advertisement page. However, if you use a tool other than Google Analytics or Adobe Analytics, the native code may change in a compatible form.

In operation 120, the advertisement effect analysis apparatus 100 may interwork with a web analytics tool based on a unique code to obtain tracking data for each advertisement page.

In general, imaginary errors exist in tracking data due to session interruption errors in web analytics tools (i.e., Google Analytics or Adobe Analytics) and unique code delivery errors due to media server errors. Therefore, the advertisement effect analysis apparatus 100 may remove the imaginary number in advance by analyzing the tracking data for each advertisement page. In addition, the system administrator may analyze the tracking data for each advertisement page to remove imaginary numbers. 2 shows an example of tracking data in which imaginary numbers are removed.

As such, the advertisement effect analysis apparatus 100 according to an embodiment of the present invention may derive an accurate conversion cost by deriving a sales contribution (conversion cost) relative to the advertising expenditure based on this after removing the imaginary number of the tracking data in advance. There is an advantage.

In operation 125, the advertisement effect analysis apparatus 100 obtains the advertiser's company sales data (called advertiser sales data).

In operation 130, the advertisement effect analysis apparatus 100 derives a sales contribution (conversion cost) relative to advertising spending by using the advertisement media data, the tracking data for each advertisement page, and the advertiser sales data.

At this time, the advertising effect analysis apparatus 100 in deriving the revenue contribution (conversion cost) compared to the advertising spending, by reflecting the respective tracking data for each advertising exposure device, each advertising medium, each advertising page, date, each advertising spend We can derive the relative sales contribution (conversion cost) respectively.

At this time, in deriving the sales contribution (conversion cost) relative to the advertising spending, the advertisement effect analysis apparatus 100 may derive the sales contribution (conversion cost) compared to the advertising expenditure by multiplying the number of conversions (landing). In addition, the weights may be set differently according to the conversion type. The conversion type may be a subscription and a purchase price.

For example, in the case of membership registration, the weight may be set to 10000. In the case of a shopping mall site, the weighting may be applied based on the purchase price to derive the sales contribution (conversion cost) relative to the advertising expenditure. 6 illustrates an interface for registering weights according to landing pages. As shown in FIG. 6, a weight for each landing (conversion type) may be registered, and the weight may be automatically set based on a purchase price.

In step 135, the advertising effect analysis apparatus 100 visually outputs the contribution of sales to the derived advertising spending.

In outputting the sales contribution (conversion cost) relative to the advertising spending, the advertising effect analysis apparatus 100 may output in different output forms. For example, different output forms may be in the form of tables and graphs.

An example of this is shown in FIGS. 3 to 5. Referring to Figures 3 to 5 will be described a method of outputting the revenue contribution (conversion cost) to the advertising spending, respectively.

In FIG. 3, an option interface for selecting an option is illustrated. The option interface includes an option item interface for selecting at least one of an industry, an advertiser, a campaign, an advertisement type, and a time period. Here, the advertisement form may be a banner advertisement DA, a search advertisement SA (SA_detail), a banner and a search advertisement (DA + SA), or the like.

For example, when a banner advertisement is selected in the advertisement type option item interface, the advertisement effect analysis apparatus 100 may use at least one of advertisement media data and advertiser revenue data based on tracking data of a banner advertisement according to the advertisement space. Deriving the revenue contribution relative to the advertising spending may be output in the form of a conversion cost table 320 and a conversion cost graph 330.

In FIG. 3, it is assumed that the sales contribution to advertisement spending is provided in the form of a conversion cost table 320 and a conversion cost graph 330, but it may be output in various visual forms.

As shown in the conversion cost table 320, the advertisement effect analysis apparatus 100 may derive the click count (CTR), the KPI indicator, and the conversion rate together using the advertisement media data and the tracking data. Here, the KPI indicator may be derived using the click count (CTR) and the conversion rate. In the present specification, the KPI index is assumed to be the number of conversions to clicks, and the description thereof will be mainly performed. However, it is natural that the KPI indicator may be derived in various forms such as a conversion purchase rate. Of course, if the KPI indicator is different, other indicators may be additionally tracked in addition to the click count (CTR).

As shown in 330 of FIG. 3, the advertisement effect analysis apparatus 100 divides the sales contribution to the advertising expenditure in detail into a conversion cost for each advertisement exposure device, a conversion cost for each medium, a conversion cost for each advertisement page, and a conversion cost for each day. You can also output it in graph form.

As shown in Figure 3, by providing the revenue contribution to the advertising spend in various forms has the advantage that the data of advertisers can be aggregated to enable overall trend analysis and statistics.

In addition, although not shown in Figures 3 to 5, the advertising effect analysis apparatus 100 may provide a report file of the contribution amount of the sales to the advertising spending in the form of an image or an Excel file. For example, if the user clicks on the “save settings” menu shown in 320 of FIG. 3, the advertisement effect analysis apparatus 100 may report a report on sales contribution (conversion cost) to advertising spending corresponding to the option selected in the option interface. Can be provided as an image or an Excel file.

4 illustrates an example of deriving and outputting a conversion cost according to a keyword and a keyword group when a user (administrator) selects “search advertisement (SA_detail)” for an advertisement type item of an option interface.

5 illustrates an example in which a plurality of advertisement landing pages are registered to derive a sales contribution to each advertisement spending. In addition, as shown in FIG. 5, the sales contribution to the advertising spending may be output according to the sorting method selected in descending or ascending order. FIG. 5 illustrates an example of outputting the sales contributions in descending order relative to the advertising expenditure. Therefore, the conversion cost for each advertisement exposure device, the conversion cost for each medium, the conversion cost for each advertisement page, and the revenue contribution relative to the daily advertisement spending may be arranged in descending order.

As described above, the advertisement effect analysis apparatus 100 according to an embodiment of the present invention obtains tracking data for each advertisement page in conjunction with Google Analytics or Adobe Analytics, and integrates the advertisement media data of the advertising media company and the advertiser data. There is an advantage that can be provided so that you can see the effect of sales against expenses.

7 is a view schematically showing the internal configuration of the advertising effect analysis apparatus according to an embodiment of the present invention. Advertisement effect analysis device is not limited to a personal PC, it should be expanded and interpreted to include all the various electronic devices such as servers, laptops.

Referring to FIG. 7, the advertisement effect analysis apparatus 100 according to an embodiment of the present invention includes a communication unit 710, a display unit 715, an input unit 720, a memory 725, and a processor 730. It is composed.

The communication unit 710 is a means for transmitting and receiving data with other devices through a communication network.

The display unit 715 is a means for visually outputting data stored in the advertisement effect analyzing apparatus 100 or input data. For example, the display unit 715 may be a liquid crystal display (LCD).

The input unit 720 is a means for receiving various information for controlling the advertisement effect analyzing apparatus 100. For example, the input unit 720 may be implemented by at least one key button or may be implemented in the form of a touch pad.

In the exemplary embodiment of the present invention, it is assumed that the advertisement effect analysis apparatus 100 includes the display unit 715 and the input unit 720 in separate components, but the display unit 715 and the input unit 720 are not included. It may be provided in one integrated configuration such as a touch screen.

The memory 725 is linked with the web analytics tool according to an embodiment of the present invention to perform various methods for performing a method of integrating advertisement media data and advertiser sales data to derive and output the sales contribution to the advertising expenditure; It is a means for storing algorithms (or applications) and various data derived from this process.

The processor 730 controls the internal components (communication unit 710, display unit 715, input unit 720, memory 725, etc.) of the advertising effect analysis apparatus 100 according to an embodiment of the present invention It is a means for.

In addition, the processor 730 may execute instructions stored in the memory 725. Instructions executed by the processor 730 may perform the advertisement effect analysis method described with reference to FIGS. 1 to 6. Since this is the same as already described above, overlapping description will be omitted.

Apparatus and method according to an embodiment of the present invention is implemented in the form of program instructions that can be executed by various computer means may be recorded on a computer readable medium. Computer-readable media may include, alone or in combination with the program instructions, data files, data structures, and the like. The program instructions recorded on the computer readable medium may be those specially designed and constructed for the present invention, or may be known and available to those skilled in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks such as floppy disks. Hardware devices specially configured to store and execute program instructions such as magneto-optical media and ROM, RAM, flash memory and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like.

The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

So far, the present invention has been described with reference to the embodiments. Those skilled in the art will appreciate that the present invention can be implemented in a modified form without departing from the essential features of the present invention. Therefore, the disclosed embodiments should be considered in descriptive sense only and not for purposes of limitation. The scope of the present invention is shown in the claims rather than the foregoing description, and all differences within the scope will be construed as being included in the present invention.

100: advertising effect analysis device
710: communication unit
715: display unit
720: input unit
725: memory
730: processor

Claims (10)

An advertisement effect analysis method using an advertisement effect analysis apparatus comprising a communication unit, a display unit, a memory storing at least one instruction, and a processor interworking with the memory to execute instructions stored in the memory,
(a) acquiring, by the memory, media data for each advertisement media company;
(b) the memory obtaining tracking data for at least one of a page view, a user pattern, and a history for each advertisement page through an analysis tool;
(c) deriving, by the processor, the contribution of sales to advertising spending using the media data, the tracking data, and advertiser sales data, respectively; And
(d) visually outputting, by the display unit, the contribution of sales to the derived advertising spending;
Before step (c),
Further comprising the memory receiving a selection option,
In the step (c), the processor reflects the tracking data according to the selection option to derive the sales contribution to the advertising spending,
The medium data is at least one of billed amount, clicks, and cost-per-click (CPC),
The processor may derive a click count (CTR), a KPI index, and a conversion rate by reflecting the tracking data based on the media data when deriving a sales contribution to the advertising spending.
Deriving the sales contribution to the ad spend by reflecting the weights of the conversion types differently,
The advertising contribution to the advertising spending is derived by multiplying the number of conversion by the weight for each conversion type, advertising effect analysis method.
According to claim 1,
In step (b),
The processor assigning a unique code to each advertisement space; And
And obtaining, by the processor, tracking data for each advertisement page through a web analytics tool based on the unique code.
delete According to claim 1,
The selection option is an advertisement exposure device and advertisement page type,
The advertisement exposure device is at least one of a computer and a mobile,
The advertisement page type is a banner advertisement, a search advertisement and at least one of a banner and a search advertisement.
delete delete delete According to claim 1,
The conversion type advertising effect analysis method characterized in that it comprises a subscription or purchase price.
According to claim 1,
In step (d),
Advertising display method, characterized in that the display unit visually outputs the sales contribution to the advertising expenditure derived by the advertising exposure device, media, page, date.
In the advertising effect analysis apparatus,
Communication unit;
A display unit;
A memory for storing at least one instruction; And
Includes a processor to execute instructions stored in the memory in conjunction with the memory,
Obtaining media data for each advertising media company;
Obtaining tracking data for at least one of a page view, a user pattern, and a history of each advertisement page through an analytics tool; And
Deriving a contribution ratio of sales to advertisement spending using the media data, the tracking data, and advertiser sales data, respectively; And
Performing a control to visually output the sales contribution to the derived advertising spending through the display unit;
Prior to the step of deriving a sales contribution to the ad spend,
Further comprising the memory receiving a selection option,
Deriving the sales contribution relative to the advertising spending, the processor to derive the sales contribution relative to the advertising spending by reflecting the tracking data according to the selection option,
The medium data is at least one of billed amount, clicks, and cost-per-click (CPC),
The processor may derive a click count (CTR), a KPI index, and a conversion rate by reflecting the tracking data based on the media data when deriving a sales contribution to the advertising spending.
Deriving the sales contribution to the ad spend by reflecting the weights of the conversion types differently,
The advertising contribution ratio to the advertising spending is derived by multiplying the number of conversion by the weight for each conversion type, the effect analysis device.

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