KR102620109B1 - System for Providing Searching Service Evaluating Marketing Performance - Google Patents

Abstract

The search service system that evaluates marketing performance searches for and selects the influencer needed by advertising users, performs influencer advertising, and then uses leading indicators to measure the influencer's marketing performance. Marketing performance can be evaluated.
The present invention has the effect of saving the seller the time and cost required for marketing by allowing advertising users to search for and select the influencers they need.
The present invention has the effect of maximizing the advertising effect by evaluating the influencer marketing performance using leading indicators for measuring the marketing performance of the influencer after performing the influencer advertisement.

Description

Search service system for evaluating marketing performance {System for Providing Searching Service Evaluating Marketing Performance}

The present invention relates to a search service system, and more specifically, to search for and select an influencer needed by an advertising user, perform influencer advertising, and then use leading indicators to measure the marketing performance of the influencer. It is about a search service system that evaluates marketing performance.

When conventional companies sell products or services, they advertise using various marketing tools such as TV, newspapers, the Internet, and home shopping.

However, unlike large corporations, small and medium-sized companies have limitations in marketing costs, so it is difficult to use existing marketing tools, or even if they do use them, they are limited to one-time use, which causes the advertising effect to fall short of expectations.

Recently, with the development of Internet platforms, the influence of advertising and home shopping through traditional video media such as TV has decreased, and the new commerce market based on Internet platforms such as mobile SNS is gaining attention.

As media has diversified, marketing channels have also become more diverse. Therefore, current marketing means include various promotional channels such as search channels, blogs, and social media channels such as Facebook and Instagram.

Among these various promotional channels, with the explosive increase in the number of users, influencers began to appear among users using various platforms. An influencer refers to a user with high influence within a platform. Examples of influencers include users with a large number of followers on social media platforms, users who run a blog with a large number of visitors, and YouTube users who run a channel with a large number of subscribers. etc.

Influencers are producing and posting their own posts, and the posts are exposed to a large number of users on the platform. As the frequency of exposure increases, other users' interest in things related to influencers, such as products they use, places they enjoy, hobbies, and specialties, is increasing.

However, in the case of the existing advertising method through influencers, there was a problem that a lot of time and money was consumed by sellers because sellers had to contact influencers individually and request promotion or advertising for the product.

In addition, there was a problem that it was difficult for sellers to obtain information about the influencer who would request advertising or promotion of the product, and it was difficult to predict the advertising effect that could be achieved when requesting advertising from the relevant influencer.

Korean Patent Registration No. 10-2289098

In order to solve this problem, the present invention searches for and selects the influencer needed by the advertising user, performs the influencer advertisement, and then uses leading indicators to measure the marketing performance of the influencer. The purpose is to provide a search service system that evaluates.

A search service system that evaluates marketing performance according to the characteristics of the present invention to achieve the above purpose,

An SNS server that manages following information generated by users, including subscribers, and stores and manages information about influencers who generate the following information;

A sales user terminal used by sellers who want to use the influencer matching platform service and advertise products or services;

An influencer terminal used by an influencer who promotes a product and signs a contract with the seller to promote or sell the product; and

An influencer database unit storing influencer information received from the SNS server, receiving an influencer search request signal including industry information from the general user terminal or the sales user terminal, and the received influencer If the influencer search term in the search request signal is industry information, select an influencer to search for information on one or more first influencers whose industry information is the same as the influencer's sales industry information in conjunction with the influencer database unit. After conducting an influencer advertisement through the management unit and the retrieved first influencer information, the number of visitors to the SNS account of the first influencer is collected from the influencer database unit, and the number of visitors to the SNS account before the influencer advertisement is collected. It includes a search service server equipped with an influencer performance verification unit that calculates the increase/decrease ratio of the number of visitors by comparing the number of first visitors with the second number of visitors after the influencer advertisement and uses it as a leading indicator for measuring marketing performance.

The influencer performance verification department calculates the increase/decrease ratio by comparing the monthly sales before the influencer advertisement and the monthly sales after the influencer advertisement, and works in conjunction with a brand favorability research institute to determine whether the advertised product or service is included in the brand favorability ranking. Evaluate marketing performance and use it as a leading indicator to measure marketing performance.

The influencer selection management unit receives an influencer search request signal including a combination of one or more influencer search terms among industry information, advertising price, and sales performance information from the general user terminal or the sales user terminal, and selects the received influencer. By analyzing search request signals, marketing performance is evaluated to determine whether it is a single influencer search term or a combination of influencer search terms.

If the influencer search term in the received influencer search request signal is industry information and advertising unit price, the influencer selection management unit links with the influencer database unit to ensure that the industry information is the same as the influencer's sales industry information. And, search for one or more second influencer information whose advertising price is the same as the advertising price according to the influencer's current influencer evaluation, and send the searched one or more second influencer information to an influencer search request signal. It is included in the response signal and transmitted to the general user terminal or the sales user terminal through the communication unit.

If the influencer search term in the received influencer search request signal is industry information, advertising price, and sales performance information, the influencer selection management unit links with the influencer database unit to determine the industry information of the influencer. One or more third influencers whose sales industry information is the same, where the advertising unit price is the same as the advertising price according to the influencer's current influencer evaluation, and where the sales performance information is the same as the influencer's actual sales performance information Searches for information, and evaluates the marketing performance of including the searched one or more third influencer information in a response signal to the influencer search request signal and transmitting it to the general user terminal or the sales user terminal through a communication unit. .

Through the above-described configuration, the present invention has the effect of saving the time and cost required for marketing by the seller by allowing advertising users to search for and select the influencer needed.

The present invention has the effect of maximizing the advertising effect by evaluating the influencer marketing performance using leading indicators for measuring the marketing performance of the influencer after performing the influencer advertisement.

1 is a diagram showing the configuration of a search service system that evaluates marketing performance according to an embodiment of the present invention.
Figure 2 is a block diagram briefly showing the internal configuration of a search service server according to an embodiment of the present invention.
Figure 3 is a diagram showing an example of an influencer evaluation table according to an embodiment of the present invention.
Figure 4 is a diagram showing an example of a subscriber information table according to an embodiment of the present invention.
Figure 5 is a diagram showing the concept of selecting an influencer according to input of an influencer search word according to an embodiment of the present invention.
Figure 6 is a diagram showing an example of a sales performance table according to an embodiment of the present invention.

Since the present invention can make various changes and have various embodiments, specific embodiments will be illustrated in the drawings and described in detail in the detailed description. However, this is not intended to limit the present invention to specific embodiments, and should be understood to include all changes, equivalents, and substitutes included in the spirit and technical scope of the present invention. While describing each drawing, similar reference numerals are used for similar components.

Terms such as first, second, A, B, etc. may be used to describe various components, but the components should not be limited by the terms. The above terms are used only for the purpose of distinguishing one component from another. For example, a first component may be named a second component, and similarly, the second component may also be named a first component without departing from the scope of the present invention. The term “and/or” includes any of a plurality of related stated items or a combination of a plurality of related stated items.

When a component is said to be "connected" or "connected" to another component, it is understood that it may be directly connected to or connected to the other component, but that other components may exist in between. It should be. On the other hand, when it is mentioned that a component is “directly connected” or “directly connected” to another component, it should be understood that there are no other components in between.

The terms used in this application are only used to describe specific embodiments and are not intended to limit the invention. Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, terms such as “comprise” or “have” are intended to designate the presence of features, numbers, steps, operations, components, parts, or combinations thereof described in the specification, but are not intended to indicate the presence of one or more other features. It should be understood that this does not exclude in advance the possibility of the existence or addition of elements, numbers, steps, operations, components, parts, or combinations thereof.

Unless otherwise defined, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by a person of ordinary skill in the technical field to which the present invention pertains. Terms defined in commonly used dictionaries should be interpreted as having a meaning consistent with the meaning in the context of the related technology, and unless explicitly defined in the present application, should not be interpreted in an ideal or excessively formal sense. No.

Hereinafter, preferred embodiments of the present invention will be described in more detail with reference to the attached drawings. In order to facilitate overall understanding when describing the present invention, the same reference numerals are used for the same components in the drawings, and duplicate descriptions for the same components are omitted.

1 is a diagram showing the configuration of a search service system that evaluates marketing performance according to an embodiment of the present invention.

The search service system 100 for evaluating marketing performance according to an embodiment of the present invention includes a general user terminal 110, a sales user terminal 120, an influencer terminal 130, a search service server 140, and an SNS server. Includes (150).

The general user terminal 110 may be a terminal used by users who use services or products that the general public, not business operators, wish to promote, and the influencer matching platform service provided by the search service server 140.

The sales user terminal 120 may be a terminal used by a business operator (seller) who uses the influencer matching platform service provided by the search service server 140. Here, the seller may be a sales business with a business registration certificate. A seller may include an entity that manufactures, distributes, and/or sells a specific product.

The search service server 140 matches the seller of the sales user terminal 120, the general public of the general user terminal 110, and the influencer of the influencer terminal 130, and allows the influencer to provide the seller's products and services. You can have it sold and/or promoted.

The influencer terminal 130 may be a terminal used by an influencer who shares a purchase-related schedule with the user, promotes the product, and signs a contract with the seller to promote or sell the product.

The sales user terminal 120 can subscribe to the influencer matching platform service by transmitting information related to the seller to the search service server 140.

The general user terminal 110, sales user terminal 120, and influencer terminal 130 are communication capable desktop computers, laptop computers, laptops, smart phones, Tablet PC, mobile phone, smart watch, smart glass, e-book reader, PMP (portable multimedia player), portable game console, navigation device, digital Digital camera, DMB (digital multimedia broadcasting) player, digital audio recorder, digital audio player, digital video recorder, digital video player, and a Personal Digital Assistant (PDA).

The general user terminal 110 and the sales user terminal 120 who wish to advertise may request matching with the influencer they want from the search service server 140.

The general user terminal 110 and the sales user terminal 120 may request influencer matching from the search service server 140 by setting industry information, advertising price, and sales performance information as influencer search words.

The general user terminal 110 and the sales user terminal 120 connect to the search service server 140 through the influencer matching service app downloaded from the search service server 140, and search terms in the influencer matching service app. A user interface unit that receives input is provided.

The general user terminal 110 and the sales user terminal 120 can use the and operator and the or operator when entering an influencer search term, and an influencer search term including a combination of one or more of industry information, advertising price, and sales performance information. A Luance search request signal is generated and transmitted to the search service server 140.

Here, the industry information represents the industry for which advertising is desired in the general user terminal 110 and the sales user terminal 120, the advertising unit price represents the cost desired by the user using the influencer matching platform service, and the sales performance information It represents sales revenue, which is the sales performance of the industry sold by influencers through personal channels.

As an example of inputting an influencer search term, industry information and advertising price means searching for an influencer with the same industry information sold by the influencer through a personal channel and the advertising price desired by the user.

Industry information and advertising price and sales performance information means searching for influencers with the same industry information sold by the influencer through personal channels, the advertising price desired by the user, and the influencer's sales performance.

Industry information and sales performance information means searching for influencers with the same industry information and sales performance as the influencer sold through personal channels.

Advertising price and sales performance information means searching for an influencer with the same advertising price and sales performance as the user wants.

Industry information or advertising price or sales performance information means searching for industry information sold by the influencer through a personal channel, or for influencers with the same advertising price desired by the user or the influencer's sales performance.

Industry information or advertising price means searching for industry information sold by the influencer through a personal channel or an influencer with the same advertising price as desired by the user.

Industry information or sales performance information means searching for industry information that the influencer sold through personal channels or influencers with the same sales performance as the influencer.

Advertising price or sales performance information means searching for an influencer with the same advertising price or sales performance as the influencer desired.

The SNS server 150 manages following information generated by users including subscribers. In other words, the SNS server 150 stores and manages following information such as the number of subscribers, likes, notification settings, and comments generated by users.

The SNS server 150 stores and manages information about users who generate following information (for example, including influencers).

An influencer is a 'celebrity' who has tens to hundreds of thousands of subscribers (followers) on social networking service platforms such as Instagram, Facebook, Twitter, blogs, or YouTube.

The SNS server 150 extracts influencer information by comprehensively analyzing the number of subscribers, likes, notification settings, and comments of the following information.

The SNS server 150 contains the number of preferences (e.g., notations such as 'like', 'share', 'subscribe', 'follow', etc.) that indicate the user's liking for each influencer based on following information. is extracted every month and stored as preference information for a specific influencer.

The operations described below may be performed through an influencer matching platform service (eg, a web page and/or a type of application) controlled by the search service server 140.

Figure 2 is a block diagram briefly showing the internal configuration of a search service server according to an embodiment of the present invention, Figure 3 is a diagram showing an example of an influencer evaluation table according to an embodiment of the present invention, and Figure 4 is a diagram showing an example of an influencer evaluation table according to an embodiment of the present invention. This is a diagram showing an example of a subscriber information table according to an embodiment of the invention.

The search service server 140 according to an embodiment of the present invention includes a communication unit 141, an influencer database unit 142, an influencer evaluation processing unit 143, a control unit 144, and an influencer evaluation index calculation unit ( 145), an advertising unit price calculation unit 146, a data storage unit 147, an influencer selection management unit 148, and an influencer performance verification unit 149.

The communication unit 141 provides a communication interface for data communication with the general user terminal 110, the sales user terminal 120, and the influencer terminal 130.

The communication unit 141 collects user data by communicating with the general user terminal 110, sales user terminal 120, and influencer terminal 130 through a communication network, or provides program and influencer matching platform services. It performs data transmission and reception for this purpose, and includes a communication protocol compatible with the communication network.

Additionally, the communication unit 141 may further include an API (Application Programming Interface) for functional linkage between the influencer matching platform service and a compatible server management program.

The influencer database unit 142 may store influencer information received from the SNS server 150. Here, the influencer information includes influencer name and ID, category, grade, total cumulative number of visitors, total cumulative number of videos, total cumulative number of subscribers, total viewer gender ratio, total viewer age ratio, total viewer gender and age ratio, and total viewer country. It may include at least one of the ratios.

The influencer database unit 142 includes channel ID, phone number, email, region, cumulative number of visitors, number of monthly visitors, number of daily visitors, cumulative number of videos, cumulative number of subscribers, Facebook link address, and Twitter subscribers for the influencers. Number, Twitter link address, number of Instagram subscribers, Instagram link address, number of Facebook likes, domestic/international ratio, male/female ratio, unit price, age ratio by male, age ratio by female, influencer score, All information the influencer may have, including information on the sales industry the influencer sells through personal channels, can be stored.

The influencer evaluation processing unit 143 receives the number of subscribers of the influencer from the influencer database unit 142 and evaluates the influencer as A, B, C, D, and E based on the number of subscribers received. It classifies and includes an influencer evaluation table 10 in which an advertising price matching the influencer evaluation is set. The influencer evaluation table 10 is stored in the data storage unit 147 under the control of the influencer evaluation processing unit 143.

To explain in more detail, the influencer evaluation processing unit 143 is rated as E when the number of subscribers is 10K or less, evaluated as D when the number of subscribers is 10K to 200K, and evaluated as C when the number of subscribers is 200K to 600K. If the number is 600K to 1M, it is rated B, and if the number of subscribers is 1M or more, it is rated A. Here, K represents 1000 people and M represents 1 million people. For example, 10K represents 10,000 people and 10M represents 10 million people.

The influencer database unit 142 receives the influencer's preference information for a specific period from the SNS server 150, compares the preference information for each influencer over time, and compares the influencer's preference information over time. The preference information increase rate and preference information decrease rate can be calculated.

The influencer evaluation processing unit 143 collects the number of preference information (e.g., notations such as 'like', 'share', 'comment', etc.) indicating the user's liking for the influencer from the influencer database unit (142). Receive preference information indicating .

The influencer evaluation processing unit 143 receives the influencer's preference information increase rate over a certain period of time from the influencer database unit 142, and calculates an average value of the preference information increase rate over a certain period of time. For example, the preference information growth rate can be calculated as an average of three months.

If the average value of the preference information increase rate is greater than or equal to a preset standard increase value (for example, 100%), the influencer evaluation processing unit 143 increases the influencer evaluation of the corresponding influencer one step higher. For example, if the influencer's current influencer rating is B, change the influencer rating to A. Here, the standard increase value can be changed as needed.

The influencer evaluation processing unit 143 receives the influencer's preference information reduction rate over a certain period of time from the influencer database unit 142 and calculates the average value of the preference information decrease rate over a certain period of time. For example, the preference information decline rate can be calculated as an average of three months.

If the average value of the preference information reduction rate is less than or equal to a preset standard reduction value (for example, -100%), the influencer evaluation processing unit 143 reduces the influencer evaluation of the corresponding influencer to one level lower. For example, if the influencer's current influencer rating is B, change the influencer rating to C.

As another example, the following describes a method of setting the influencer evaluation by calculating the influencer evaluation index as a method of dividing the influencer evaluation.

The influencer evaluation index calculation unit 145 receives the number of subscribers of the influencer from the influencer database unit 142, and substitutes the received number of subscribers into the influencer evaluation table 10, as shown in FIG. 3. Then extract the subscriber weight (SW) corresponding to the number of subscribers. The influencer evaluation table 10 is stored in the data storage unit 147 under the control of the influencer evaluation index calculation unit 145.

The influencer evaluation index calculation unit 145 receives the user's preference for the influencer from the influencer database unit 142 (e.g., notations such as 'like', 'share', 'comment', etc.) The number of preference information indicating the number is received, and the received number of preference information is substituted into the subscriber information table 20 of FIG. 4 to extract a preference information index (PI) corresponding to the number of preference information. The subscriber information table 20 is stored in the data storage unit 147 under the control of the influencer evaluation index calculation unit 145.

The influencer evaluation index calculation unit 145 calculates the influencer evaluation index by substituting the subscriber weight and preference information index into Equation 1 below, and calculates the influencer evaluation index using the influencer evaluation table 10 of FIG. 3. Derive an influencer evaluation and advertising unit price that matches an influencer evaluation index. The influencer evaluation table 10 is stored in the data storage unit 147 under the control of the influencer evaluation index calculation unit 145.

Here, IE is influence evaluation, SW is subscriber weight, and PI represents preference information index.

For example, if the influencer evaluation index is 7.2, the influencer evaluation is grade C and the advertising price is 8 million won.

However, if the influencer evaluation index is calculated as 8 or more (for example, 8.1), the influencer evaluation index calculation unit 145 determines that the influencer's current influencer evaluation is at level C. Changes to level B.

If the influencer evaluation index calculation unit 145 calculates the influencer evaluation index in the range of 7 to 8, the influencer's current influencer evaluation is maintained at grade C.

If the influencer evaluation index calculation unit 145 calculates the influencer evaluation index as 7 or less (for example, 6.5), the influencer's current influencer evaluation is at the level of influencer evaluation at level C. Change to C grade below.

If the calculated influencer evaluation index falls within the range of the influencer evaluation index, the influencer evaluation index calculation unit 145 maintains the current influencer evaluation of the influencer and sets the upper limit of the influencer evaluation index. If it is more than the lower limit of the influencer evaluation index, the current influencer evaluation is changed up one level, and if it is less than the lower limit of the influencer evaluation index, the current influencer evaluation is changed to one level lower.

The influencer database unit 142 can compare the number of subscribers for each influencer over time and calculate the increase/decrease rate of followers for the influencer over a certain period of time.

The control unit 144 receives the subscriber growth rate of the influencer over a certain period of time from the influencer database unit 142 and calculates the average of the subscriber growth rates received over a certain period of time. For example, subscriber growth rate can be calculated as a three-month average.

The control unit 144 substitutes the calculated average value of the subscriber growth rate into the subscriber information table 20 of FIG. 4 to derive a subscriber growth rate index corresponding to the average value of the subscriber growth rate. The subscriber information table 20 is stored in the data storage unit 147 under the control of the control unit 144.

For example, if the average subscriber growth rate is 150%, the subscriber growth rate index is 1.9.

The control unit 144, in conjunction with the influencer evaluation processing unit 143, multiplies the subscriber growth rate index derived from the advertising price of the influencer evaluation calculated by the influencer evaluation processing unit 143 to determine the final advertising price of the influencer. Calculate .

For example, if the current influencer's influencer evaluation advertising price is 8 million won, and the derived subscriber growth rate index is 1.5, the final advertising price is calculated as 800 × 1.5 = 12 million won.

The advertising unit price calculation unit 146 receives sales industry information in which the influencer sells through a personal channel from the influencer database unit 142, and receives the current influencer evaluation calculated by the influencer evaluation processing unit 143. Receive the advertising price matching the .

Here, sales industry information includes various industries such as interior design, food, cosmetics, vehicles, and fashion.

The advertising price calculation unit 146 calculates the first final advertising price using the advertising price of the current influencer evaluation and the derived subscriber growth rate index using Equation 2 below.

The advertising unit 146 receives an advertisement request signal including information on the industry for which advertisement is desired from the sales user terminal 120 through the communication unit 141, and extracts information on the industry for which advertisement is desired from the received advertisement request signal. do.

The advertising unit price calculation unit 146 compares the sales industry information of the influencer database unit 142 with the industry information for which advertisement is desired, and if they match, sets the industry weight to 1.3. If they do not match, sets the industry weight to 1.3. Set to 1.

Here, AUP is the advertising unit price of the current influencer evaluation, SRI is the Subscriber Growth Rate Index, and IW is the industry weight. Here, the default setting value of the industry weight is set to 1.

For example, if the current influencer's advertising price for influencer evaluation is 8 million won, the derived subscriber growth rate index is 1.5, and the industry weight is 1.3 because the industry information matches, the final advertising price is 800 × 1.5. Calculate × 1.3 = 15.6 million won.

The advertising unit price calculation unit 146 receives information on the industry for which advertisement is desired from the sales user terminal 120 through the communication unit 141.

The advertising unit price calculation unit 146 analyzes the correlation between the industry, gender ratio, and age group to determine whether the industry information for which the advertisement is desired received from the sales user terminal 120 has a higher preference among men and women, male age groups, and female age groups. .

The advertising unit price calculation unit 146 extracts the gender ratio and age group with high preference from the information on the industry for which advertisement of the sales user terminal 120 is desired.

For example, if the industry information for which you wish to advertise is cosmetics, it is possible to determine the preferred men and women, male age group, and female age group according to the industry information, as there is a high probability that women in their 20s will be preferred. The interrelationship between sex ratio and age ratio according to such industry information may be already known information.

The influencer database unit 142 stores the influencer's sales industry information, male/female ratio, male age ratio, and female age ratio. For example, the influencer may have a gender ratio of 91.6% female and 8.3% male, and age ratio information such as 54% in their 20s, 23% in their 30s, 12% in their 40s, and 11% in their 50s.

The advertising unit price calculation unit 146 is linked with the influencer database unit 142 and matches the industry information for which advertisement is desired received from the sales user terminal 120 with the sales industry information of the influencer, and the corresponding influencer If the gender or age ratio of the speaker is more than 80%, the second final advertising price is calculated by multiplying the first final advertising price by the preset correction cost index using Equation 3 below.

Here, the correction cost index is set to 1.5 and can be changed as needed.

For example, if the current influencer's advertising price for influencer evaluation is 8 million won, the derived subscriber growth rate index is 1.5, and the industry weight is 1.3 because the industry information matches, the final advertising price is 800 × 1.5. Calculate as × 1.3 × 1.5 = 23.4 million won.

Figure 5 is a diagram showing the concept of selecting an influencer according to input of an influencer search word according to an embodiment of the present invention.

The communication unit 141 receives an influencer search request signal including a combination of one or more influencer search words among industry information, advertising price, and sales performance information from the general user terminal 110 or the sales user terminal 120.

The influencer selection management unit 148 analyzes the received influencer search request signal and determines whether it is a single influencer search term or a combination of influencer search terms.

As shown in Figure 5, it refers to selection of a first influencer matching industry information, refers to selection of a second influencer matching industry information and advertising price, and industry information and advertising price and sales performance information. This means selecting a third influencer that matches.

In addition, the influencer search term input may further include industry information and sales performance information, advertising price and sales performance information, advertising price or sales performance information, advertising price, sales performance information, industry information or advertising price or sales performance information, etc. there is.

If the influencer search term in the received influencer search request signal is industry information, the influencer selection management unit 148 links with the influencer database unit 142 to match the industry information with the influencer's sales industry information. Search for the same one or more first influencer information.

The influencer selection management unit 148 includes the searched one or more first influencer information in the response signal to the influencer search request signal and sends it to the general user terminal 110 or the sales user terminal ( 120).

If the influencer search term in the received influencer search request signal is industry information and advertising unit price, the influencer selection management unit 148 links with the influencer database unit 142 to display the industry information as the influencer's sales price. Search for one or more second influencer information that is the same as the industry information and whose advertising price is the same as the advertising price according to the influencer's current influencer evaluation.

The influencer selection management unit 148 includes the searched one or more second influencer information in the response signal to the influencer search request signal and sends it to the general user terminal 110 or the sales user terminal ( 120).

If the influencer search term in the received influencer search request signal is industry information and advertising unit price and sales performance information, the influencer selection management unit 148 links with the influencer database unit 142 to retrieve the industry information. One or more third influencers whose sales industry information is the same as the influencer's, whose advertising price is the same as the advertising price based on the influencer's current influencer evaluation, and whose sales performance information is the same as the influencer's sales performance information Search for information.

The influencer selection management unit 148 includes the searched information on one or more third influencers in a response signal to the influencer search request signal and sends it to the general user terminal 110 or the sales user terminal ( 120).

In addition, the same influencer search method can be applied to the remaining influencer search terms.

Figure 6 is a diagram showing an example of a sales performance table according to an embodiment of the present invention.

If the influencer has sales performance information, the control unit 144 may recalculate the influencer's current advertising price. Here, the current advertising price means one of the final advertising price, the first final advertising price, and the second final advertising price.

If the influencer has sales performance information, the control unit 144 substitutes the sales performance information into the sales performance table 60 of FIG. 6 and extracts a price adjustment index matching the sales performance information.

The control unit 144 calculates Equation 4, Equation 5, and Equation 6 below according to the extracted price adjustment index and the influencer's current advertising price (final advertising price, first final advertising price, and second final advertising price). Recalculate the advertising price reflecting sales performance using one of the following mathematical equations.

The influencer selection management unit 148 receives an influencer search request signal including industry information from the general user terminal 110 or the sales user terminal 120, and selects an influencer search term from the received influencer search request signal. If it is industry information, information on one or more first influencers whose industry information is the same as the influencer's sales industry information is searched in conjunction with the influencer database unit.

The influencer performance verification unit 149 performs influencer advertising through the searched first influencer information, then collects the number of visitors to the first influencer's SNS account from the influencer database unit 142, and , the increase/decrease rate of the number of visitors is calculated by comparing the first number of visitors before the influencer advertisement and the second number of visitors after the influencer advertisement. Here, the rate of increase or decrease in the number of visitors is used as a leading indicator to measure marketing performance.

If the increase/decrease rate in the number of visitors exceeds the preset standard increase rate, the influencer performance verification unit 149 may determine that there is marketing performance, and if it does not exceed the preset standard increase rate, it may determine that there is no marketing performance. You can.

The influencer performance verification unit 149 calculates the sales increase/decrease ratio by comparing the monthly sales before the influencer advertisement and the monthly sales after the influencer advertisement, and if the calculated sales increase/decrease ratio exceeds the preset standard sales ratio. If so, it can be judged that there is marketing success.

The influencer performance verification unit 149 can be used as a leading indicator for measuring marketing performance by linking with a brand favorability research institute (not shown) to determine whether an advertised product or service is included in the brand favorability ranking.

The influencer performance verification unit 149 may apply one or more methods among the increase/decrease ratio of the number of visitors, the increase/decrease rate of sales, and the brand favorability ranking to determine the data to verify marketing performance.

Operations according to embodiments of the present specification can be implemented as a computer-readable program or code on a computer-readable recording medium. Computer-readable recording media include all types of recording devices that store data that can be read by a computer system. Additionally, computer-readable recording media can be distributed across networked computer systems so that computer-readable programs or codes can be stored and executed in a distributed manner.

When the embodiment is implemented in software, the above-described techniques may be implemented as modules (processes, functions, etc.) that perform the above-described functions. Modules are stored in memory and can be executed by a processor. Memory may be internal or external to the processor, and may be connected to the processor by a variety of well-known means.

Additionally, computer-readable recording media may include hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, etc. Program instructions may include not only machine language code such as that created by a compiler, but also high-level language code that can be executed by a computer using an interpreter, etc.

Although some aspects of the invention have been described in the context of an apparatus, it may also refer to a corresponding method description, where a block or device corresponds to a method step or feature of a method step. Similarly, aspects described in the context of a method may also be represented by corresponding blocks or items or features of a corresponding device. Some or all of the method steps may be performed by (or using) a hardware device, such as a microprocessor, programmable computer, or electronic circuit, for example. In some embodiments, one or more of the most important method steps may be performed by such an apparatus.

In embodiments, a programmable logic device (e.g., a field programmable gate array) may be used to perform some or all of the functionality of the methods described herein. In embodiments, a field programmable gate array may operate in conjunction with a microprocessor to perform one of the methods described herein. In general, the methods are preferably performed by some hardware device.

Although the present invention has been described above with reference to preferred embodiments, those skilled in the art may make various modifications and changes to the present invention without departing from the spirit and scope of the present invention as set forth in the claims below. You will understand that you can do it.

100: Search service system 102: Communication network
110: General user terminal 120: Sales user terminal
130: Influencer terminal 140: Search service server
141: Communication Department 142: Influencer Database Department
143: Influencer evaluation processing unit 144: Control unit
145: Influencer evaluation index calculation unit 146: Advertising unit price calculation unit
147: Data storage unit 148: Influencer selection management unit
149: Influencer performance verification unit 150: SNS server

Claims (5)

An SNS server that manages following information generated by users, including subscribers, and stores and manages information about influencers who generate the following information;
A sales user terminal used by sellers who want to use the influencer matching platform service and advertise products or services;
An influencer terminal used by an influencer who promotes a product and signs a contract with the seller to promote or sell the product; and
An influencer database unit that stores influencer information received from the SNS server, and an influencer database unit that receives an influencer search request signal including industry information from the sales user terminal and searches for one or more first influencer information After conducting an influencer advertisement through the influencer selection management unit and the searched first influencer information, the number of visitors to the SNS account of the first influencer is collected from the influencer database unit, and the influencer It includes a search service server equipped with an influencer performance verification unit that calculates the increase/decrease ratio of the number of visitors by comparing the first number of visitors before the advertisement and the second number of visitors after the influencer advertisement, and uses it as a leading indicator for measuring marketing performance; ,
The influencer performance verification department calculates the increase/decrease ratio by comparing the monthly sales before the influencer advertisement and the monthly sales after the influencer advertisement, and includes the advertised product or service in the brand favorability ranking in conjunction with a brand favorability research institute. Use it as a leading indicator to measure marketing performance.
The influencer selection management unit receives an influencer search request signal including a combination of one or more influencer search words among industry information, advertising price, and sales performance information from the sales user terminal, and sends the received influencer search request signal. Analyze to determine whether it is a single influencer search term or a combination of influencer search terms,
If the influencer search term in the received influencer search request signal is industry information, advertising price, and sales performance information, the influencer selection management unit selects the influencer search term in the received influencer search request signal. In the case of industry information, search for one or more first influencer information whose industry information is the same as the influencer's sales industry information by linking with the influencer database unit,
If the influencer search term in the received influencer search request signal is industry information and advertising unit price, the influencer selection management unit links with the influencer database unit to determine the industry information and the influencer's sales industry information. Search for one or more second influencer information that is the same and whose advertising price is the same as the advertising price according to the influencer's current influencer evaluation,
If the influencer search term in the received influencer search request signal is industry information and advertising price and sales performance information, the influencer selection management unit links with the influencer database unit to determine the industry information as an influencer. One or more third influencers whose sales industry information is the same, where the advertising price is the same as the advertising price according to the influencer's current influencer evaluation, and where the sales performance information is the same as the influencer's sales performance information. search for information,
The influencer selection management unit includes the searched one or more first influencer information, second influencer information, and third influencer information in a response signal to the influencer search request signal and sends the first influencer information, second influencer information, and third influencer information through the communication unit. Evaluate marketing performance transmitted to sales user terminals,
The advertising unit price according to the influencer evaluation represents the advertising unit price for sales performance, and the advertising unit price for sales performance is derived based on the following equation,
,
The price adjustment index is determined based on the actual sales performance information, and the second final advertising price is derived based on the following equation,
,
The correction cost index is based on the industry information, the sales industry information of the influencer, the sex ratio and age group information with high preference corresponding to the industry information based on the interrelationship between the sex ratio and age group with respect to the industry information, and the influencer database unit. It is determined based on the influencer's gender ratio and age information stored in
The first final advertising unit price is derived based on the following equation,
,
The AUP represents the advertising unit price according to the influencer evaluation index, the SRI represents the influencer's subscriber growth rate index, and the IW represents the industry weight preset for each industry,
The advertising price according to the influencer evaluation index is determined based on the grade according to the preset influencer evaluation index,
The subscriber growth rate index is derived based on the influencer's subscriber growth rate during a preset period obtained from the influencer database unit,
The influencer evaluation index is derived based on the following equation,
,
The IE represents the influencer evaluation index, the SW represents a subscriber weight set according to the number of subscribers, the PI represents a preference information index, and the preference information index is a preference indicating a favorable opinion toward the influencer. It is set according to the number of displays,
The search service server,
Receives the number of subscribers of the influencer from the influencer database unit, classifies the influencer evaluation into A, B, C, D, and E based on the number of subscribers received, and subscribers matching the influencer evaluation It further includes an influencer evaluation processing unit including an influencer evaluation table in which the number, advertising unit price, the influencer evaluation index, and the subscriber weight are set,
The influencer database unit receives the influencer's preference information for a specific period from the SNS server, compares the preference information over time for each influencer, and compares the influencer's preference information increase rate and preference for a certain period of time. Calculate the information reduction rate,
The influencer evaluation processing unit receives preference information indicating the number of preference information indicating the user's liking for the influencer from the influencer database unit, and receives the influencer from the influencer database unit for a certain period of time. Receives the preference information increase rate, calculates the average value of the preference information increase rate over a certain period of time, and if the average value of the preference information increase rate is more than the preset standard increase value, the influencer evaluation of the influencer is increased one level higher. ,
Receiving the influencer's preference information reduction rate over a certain period of time from the influencer database unit, calculating the average of the preference information decrease rate over a certain period of time, and if the average of the preference information decrease rate is less than or equal to a preset standard reduction value, Reduce the influencer's influencer rating to one level,
If the calculated influencer evaluation index falls within the range of the influencer evaluation index, the influencer's current influencer evaluation is maintained, and if it is above the upper limit of the influencer evaluation index, the current influencer evaluation is maintained. It further includes an influencer evaluation index calculation unit that changes the current influencer evaluation one step lower if it is lower than the lower limit of the influencer evaluation index.
Receive the subscriber growth rate of the influencer over a certain period of time from the influencer database unit, calculate the average of the subscriber growth rate received over a certain period of time, and substitute the calculated average of the subscriber growth rate into the subscriber information table to increase the subscriber growth rate. It further includes a control unit that derives a subscriber growth rate index corresponding to the average value of,
The influencer evaluation index calculation unit receives the number of preference information indicating the number of preferences indicating the user's liking for the influencer from the influencer database unit, and substitutes the received number of preference information into the subscriber information table. Extract a preference information index (PI) corresponding to the number of preference information,
The subscriber information table is stored by matching the number of preference information, the preference information index, the subscriber growth rate, and the subscriber growth rate index,
The control unit calculates the final advertising unit price of the influencer by multiplying the subscriber growth rate index derived from the advertising unit price of the influencer evaluation calculated by the influencer evaluation processing unit, and calculates the final advertising unit price of the influencer by the extracted price adjustment index and the influencer evaluation unit. Recalculate the advertising price for sales performance reflecting sales performance according to the current advertising price (one of the final advertising price, the first final advertising price, and the second final advertising price),
The advertising unit price for sales performance is derived by substituting the final advertising unit price into the following equation,

The advertising unit price for sales performance is derived by substituting the first final advertising unit price into the following equation,

If the influencer has sales performance information, the control unit substitutes the sales performance information into a sales performance table to extract a price adjustment index matching the sales performance information,
A search service system that evaluates marketing performance.
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