KR20180059167A - Combined Qualitative and Quantitative Marketing Platform method and apparatus thereof - Google Patents

Abstract

In the process of purchasing goods, consumers leave records which express or allow inference about various behaviors, desires, and needs online and offline. For example, consumers may record preference on a specific brand, their experience on the store, etc. via writing online or frown or laugh at goods or a specific advertisement offline. In addition, consumers may stare at a specific product with interest or show biological changes by seeing a specific corner. The present invention aims to provide sellers with useful marketing information by collecting a large amount of unstructured consumer data and conducting convergence analysis between the unstructured data and structured data such as performance information of stores. Therefore, the present invention relates to a process of providing offline store businesses with useful information by analyzing consumer activity information (texts, etc.) online, and a process of providing sellers with marketing information through convergence analysis between the consumer activity information and store performance (quantitative data). Moreover, the present invention relates to a process or results of providing store sellers with analysis marketing information services through collection of unstructured consumer data, which includes a technology of analyzing emotion, age, and sex of a consumer through face recognition of the visiting consumer by installing an image device in an offline store, and through convergence analysis between the unstructured data and structured data such as store performance, and also relates to the entire marketing platform service.

Description

A marketing and campaign platform model based on Big Data based consumer unrestrained information and Consumer Consumption Behavior (Purchase Correlation)

TECHNICAL FIELD The present invention relates to a technology related to a big data marketing analysis service, and more specifically, to a technique for providing marketing information to an offline business entity through an analysis between consumer behavior / desire / need and consumption behavior in an offline store.

There are numerous consumer behaviors, desires, and needs information in the form of informal form in the purchase process of consumers. This information is not utilized as information, but is stored at the data level. Using this marketing platform, we can provide information to sellers to increase sales or improve service through data analysis (between stereotyped and unstructured, unstructured, stereotyped) by utilizing informal behavior, desire, and needs information of consumers. And the information processing and analysis service in the platform that can be utilized as the service.

Accordingly, the present invention aims at constructing a platform for gathering consumer behavior, needs, and needs information in various ways and providing marketing information to sellers through information fusion. In particular, by collecting and analyzing the emotional information of the consumers, it is expected that the most efficient marketing can be achieved, and that the consumer can improve the overall commerce service that can enhance the satisfaction with the consumption activity.

According to one embodiment, the atypical information and the store linkage information of the consumer are managed by the unified platform, so that it is possible to provide the merchant with optimal information related to the commerce. In the case of existing marketing, there was a problem that efficiency of marketing was deteriorated by providing information limited to information analysis of consumers' stereotyping information, especially sales performance. The proposal of the present invention has a feature of extracting marketing information which can not be provided through the mutual fusion analysis of consumer behavior, desire, needs information and store form information on one platform and to enhance the utilization level of information .

According to one embodiment, when the consumer visits the store, the emotion information through the facial expression is sensed through the camera, and when the user leaves the store, the emotion information through the facial expression is sensed through the camera, And the consumer's emotional change in the store is reported by comparing and analyzing the consumer's feelings at the time of leaving the store.

According to one embodiment, by analyzing information such as consumer emotion, age, and sex that can be analyzed by the camera at the point of time when the consumer pays the goods (point of payment at the POS) It provides analyzing information on correlation and correlation of emotions and purchasing products and provides information useful for establishing a product assortment and marketing strategy for the store by analyzing the products purchased according to the age / sex of consumers.

According to one embodiment, in order to analyze the consumption activity in the store through biometric changes during the in-store activity, the consumer is provided with a wrist band type device capable of sensing eye information and sensing a biometric information It is possible to provide marketing information to the seller by analyzing the consumer's interest in a certain product and the corners in which the user is biologically reacting through the information collected through the letting the customer to shop in the store. A variety of similar methods can be used to sense consumer purchasing activities in the store.

According to one embodiment of the present invention, consumers can grasp the needs, behaviors, and needs of consumers by utilizing text, image, living body, and moving information through various online shopping activities through online offline activities. Marketing information, and so on.

(Text) of the consumer in the online according to an embodiment, and analyzes the association and correlation in the offline on-line consumer activity through the quantitative data such as the sales of the offline store and the fusion complex analysis, Includes all activities that generate revenue by providing marketing information and providing the value of information to sellers.

When a consumer visits a store according to an embodiment of the present invention, it analyzes the consumers visiting the store by analyzing emotional information through facial expression of the consumer through the image camera, age and gender information through the face contour, Analysis of emotional information, gender, and age information, analyzing the characteristics of visiting consumers by time of day, analyzing emotional, gender, and age information of customers who deviate from visiting customers And provide various meaningful analysis / marketing information to the seller.

In order to sense a consumer activity in a store according to an embodiment, it is possible to determine which product is mainly used by the consumer, which product is used, a biomedical change when the consumer sees the product, And information on the purchase activity in the store, thereby providing various analysis and marketing information to the seller.

By analyzing the emotion when the consumer visits the store according to one embodiment and the emotion when the customer leaves the store, the user can utilize various marketing information by analyzing the change of emotion information in the store and the change of the quantitative data such as sales Loses.

The seller can know which product he / she purchases by the sensitivity, sex, and age range of the consumer, and can identify various consumer behaviors such as the sensitivity of the consumer and the relation of the purchased product / item, gender purchasing product, , Needs and needs information analysis becomes possible.

The seller is able to grasp information about the consumer who is interested in the product and which corner of the consumer changes in the living body, and can utilize the information in the display and management information of the store product. Especially, it is possible to collect information on consumer purchase activity in the store through the consumer's gaze information, thus enabling effective marketing.

By analyzing the relationship between consumer 's online activity and offline activity, the seller can grasp the consumer' s reaction according to the reputation and marketing activities of the store.

The seller can analyze a variety of marketing information in connection with the sales performance of the product by collecting various unstructured data such as the consumer's sensitivity, age, and sex at the point of purchase of the consumer.

1 is a block diagram illustrating a concept of a consumer marketing platform model according to an exemplary embodiment of the present invention.
FIG. 2 is a configuration diagram of a marketing platform model service system capable of analyzing offline stores and unstructured data association according to an embodiment of the present invention; FIG.
FIG. 3 is a configuration diagram of the service providing apparatus of FIG. 2 according to an embodiment of the present invention;
FIG. 4 is a detailed configuration diagram of the processor of FIG. 3 according to an embodiment of the present invention;
FIG. 5 is a flowchart illustrating a marketing platform modeling method according to an embodiment of the present invention.
FIG. 6 is a reference diagram showing a process of linking from an information collection step to a service through a marketing platform according to an embodiment of the present invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. In the following description of the present invention, a detailed description of known functions and configurations incorporated herein will be omitted when it may make the subject matter of the present invention rather unclear. In addition, the terms described below are defined in consideration of the functions of the present invention, which may vary depending on the intention or custom of the consumer, the seller, the operator, and the like. Therefore, the definition should be based on the contents throughout this specification.

1 is a reference diagram for explaining a concept of a marketing platform model according to an embodiment of the present invention.

Referring to FIG. 1, the consumer 104 exposes a large amount of information, such as regular or irregular, in consumption activities in an offline store.

It is a reality that information of purchasing activity of a consumer is hardly transmitted to a seller. In particular, emotional information of consumers is rarely analyzed. The present invention provides a platform for providing analysis / marketing information to a seller through a complex combination analysis between atypical data of a purchase process of a consumer and format data such as sales / purchase results.

2 is a configuration diagram of a marketing platform model according to an embodiment of the present invention.

Referring to FIG. 2, a marketing platform providing apparatus (hereinafter referred to as a 'service providing apparatus') 1, a purchaser terminal 2, and a marketing platform 3 are included.

As shown in Fig. 1, the service providing apparatus 1 may be associated with the marketing platform 3, the buyer terminal 2, the offline seller 2, or located within the marketing platform 3.

The marketing platform (3) is a server operated by a marketing analysis service provider. The offline seller 30 is an in-store store operator, for example, a supermarket or a store of a brand agency (direct, consignment, franchise, etc.). In general, the offline seller 30 receives the merchandise sales profit due to offline sales. We are investing a lot of marketing activities and costs to expand our product sales. At this time, the offline seller 30 mixes the purchase information of the consumer in order to maximize the sales of the commodity, and performs the campaign and the marketing so that the commerce activity becomes active.

The present invention is an epoch-making development that enhances the marketing effectiveness utilizing the interlinkage information between components as a marketing information integrated platform to be provided to the above-mentioned sellers.

The information of the purchasing process of the consumer is transmitted to the seller through the marketing platform (service providing device). This is because the platform service can be provided to various unstructured data such as the emotions, behaviors, needs, needs and biometric information of the owner by utilizing the technology of collecting the atypical data of the consumer.

The service providing apparatus 1 according to an embodiment communicates the goods information of interest with the service providing apparatus 1 through the purchaser terminal 2 to manage data. The service providing apparatus 1 can store information such as the gaze, position, facial expression recognition, sex, age, and the like in an unstructured data processing technology in the database in order to collect acquired consumer behavior, needs, have.

The service providing apparatus 1 according to one embodiment communicates with the purchaser terminal 2 and receives consumer purchase behavior information from the purchaser terminal 2. [ It is possible for the consumer to inform the facial expressions when facial expressions and store escapes are detected through facial shape recognition. The service providing apparatus 1 provides information of the purchasing process of the consumer to the offline seller 2 through the service providing apparatus 1 in cooperation with the purchaser terminal 2. [ An example of consumer purchase process information that can be collected in a store is analyzing the customer feelings at the time of store visit and the customer feelings at the time of store release, The analysis of the correlation of the sales, preference, etc. Of the offline store through the analysis of the text information about the consumer behavior, desire, and needs of the shop. By utilizing the consumer's gaze and biometrics information, it is possible to analyze the customer's interest information and the customer's reaction to the product. In addition, it is possible to analyze the correlation and correlation between purchased goods by analyzing the information such as the emotion of the consumer, age, and sex in the store commodity counter through the image.

The service providing apparatus 1 provides the seller with a data service and a marketing communication tool of various purchasing processes of the consumer.

3 is a configuration diagram of the service providing apparatus of FIG. 2 according to an embodiment of the present invention.

2 and 3, the service providing apparatus 1 includes a database 10, a communication unit 12, and a processor 14.

The communication unit 12 transmits and receives information to and from other entities, and the other entity may be the buyer terminal 2 and the offline seller 2. The processor 14 acquires via the communication unit 12 and stores it in the database 10 so that the marketing platform can be operated, and manages the marketing information stored in the database 10. The processor 14 according to an embodiment receives the information of the purchase process from the buyer terminal 2 and manages it in connection with the form data of the store. Atypical data (emotion, sex, age, etc.) of the purchasing process of the consumer The information is managed in the database 10 and information necessary for effective marketing is managed.

4 is a detailed configuration diagram of the processor of FIG. 3 according to an embodiment of the present invention.

2 to 4, the processor 14 includes a merchandise, a seller, a consumer integrated management processing unit 141, a consumer sensibility information processing unit 142, a consumer activity processing unit 143 and a marketing information analysis processing unit 144 do.

The merchandise, seller, and consumer integrated management processing unit 141 include all methods of data utilization, marketing, and commerce that can be provided through a combination of merchandise, seller, and consumer information. The consumer sensitivity information processing unit 142 is responsible for a database management function that can utilize the emotion information of the consumer in the purchasing process of the consumer. It analyzes the unstructured data of the consumer in the consumption process by not only the sensitivity of the consumer's point of purchase, but also information such as sex, age, and biological change.

 The Consumer Activity Processing Unit (143) collects and processes various consumer purchasing behavior, needs, and needs information in online activities as well as in-store activities of consumers.

The marketing information analysis processing unit 144 analyzes the marketing utilization information by using the unstructured data of the purchasing behavior, desire, and needs information of the consumer through the formal data (sales, purchase performance) and the fusion complex analysis.

5 is a flowchart illustrating a marketing platform method according to an embodiment of the present invention.

Referring to FIG. 2 and FIG. 5, the consumer searches / acquires information of the offline store visiting consumer through the offline seller 3 (500). By collecting the behavior, desire, and needs information about the purchasing process of the consumers, it is possible to connect the stores' emotional information, face shape recognition information, location information, biometric information, Marketing information can be provided. The service providing apparatus 1 is connected to the purchaser terminal 2 and provides marketing information to the offline seller 2.

And collecting and analyzing consumer behavior information (510). And analyzing and managing emotional information of a consumer's purchase process (520)

The unified data of the purchasing process of the consumer and the formal data of the store are mixed and analyzed and provided (530). (Step 540) of providing marketing information to the seller through association analysis with association with atypical data of the consumer behavior, needs, desire and purchase process, and formal data (sales)

The service providing apparatus 1 according to an embodiment manages the campaign / marketing activity 550 step. 6 is a reference diagram illustrating a platform-based service process according to an embodiment of the present invention.

1: Marketing information providing device in consumer purchase process
2: Buyer terminal (smart phone, etc.)
3: Marketing Platform
10: Database
12:
14: Processor
141: Integrated Product, Merchant, and Consumer Management Processing Unit
142: Consumer Sensibility Information Processing Unit
143: Consumer Activity Handler
144: Marketing information analysis processing unit

Claims (4)

Analyzing the information of consumers' online activities (text information collected online) and analyzing the reputation, sales, and other off-line performances of the offline stores;
And a marketing / analysis platform service.
Consumers visiting offline stores are collected through video equipment and collected information that can be analyzed through images such as consumers' emotions, age, and sex by using image analysis technology. Technology to collect information that can be analyzed through images such as emotions, age, and sex of consumers, and analyzes the unstructured consumer information at the time of entry and the unstructured consumer information at the time of exit. This is a method of analysis in connection with information such as store reputation and performance;
(Emotion, age, and sex using video technology) and consumer information (emotion, age, and sex using video technology) of departing customers are analyzed and used as marketing information Way;
In addition, the method of marketing service to the unstructured information (emotion, age, sex) of consumers and formal data linkage analysis
Analyzing atypical data that a consumer changes in a purchase activity process through a spectacle information collecting eyeglass, a biometric information collecting device, or other device when a customer visits a store, and performing marketing to an offline store seller;
A method of collecting information and an analysis step for sensing the activities of a consumer in the store;
Analyzing a consumer's in-store activity using a consumer's vital response signal for a product or a specific corner;
A step of analyzing a consumer's in-store information, biometric information, and a store's formal data;
Analyzing correlation between the atypical data in the store and the fixed data of the store and providing the marketing information to the seller;
The method of claim 1, further comprising:
Analyzing the degree of correlation between a consumer's emotions and a purchased product at the time of payment of the product by the consumer;
Collecting emotional information of a consumer at a product counter using a video device;
Correlation analysis of the image device information (emotion information, age, gender estimation information by facial expression recognition, etc.) at the time of calculation of the consumer and the degree of correlation of products purchased at that point in time; analysis of marketing information;
Providing marketing information to the seller through atypical data at the time of payment of the consumer and complex data analysis of the formal data;
Wherein the marketing platform service further comprises:


Project number 10063304
Ministry of Commerce, Industry and Energy
Research Management Institute
Research Project Name Knowledge Service Industry Core Technology Development Project
Research Project Name Big Data Analysis Support Service System for Knowledge Based Consumer Marketing
Contribution Rate 1/1
Research Institute of Electronic Components
Period of research 2016.05.01 ~ 2016.12.31

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