KR20200071785A - Apparatus and method for providing customized marketing based on consumer behavior analysis - Google Patents

Abstract

The present invention relates to an apparatus for providing customized marketing based on consumer behavior analysis and a method thereof. The apparatus includes: a unique code generation part generating and registering a unique code for a product; a product information processing part receiving product information including the product name of the product matched with the unique code from a user terminal; an event information processing part providing the product information to the consumer terminal and generating event information including a scan subject, a scan place and a scan time when the unique code for the product is scanned by the user terminal; and a marketing providing part providing consumer-customized marketing to the user terminal through consumer behavior analysis on the product based on content machine-learned with the product information and the event information. Therefore, the present invention is capable of providing online customized marketing by analyzing consumer behavior on an individual product based on unique codes attached on products traded offline.

Description

Apparatus and method for providing customized marketing based on consumer behavior analysis {APPARATUS AND METHOD FOR PROVIDING CUSTOMIZED MARKETING BASED ON CONSUMER BEHAVIOR ANALYSIS}

The present invention relates to a technology for providing customized marketing based on consumer behavior analysis, and more specifically, based on a unique code attached to a product that is traded offline, analyzes consumer behavior for individual products to provide customized marketing online. It relates to an apparatus and method for providing customized marketing based on consumer behavior analysis.

As various information is communicated through the Internet, the Internet infrastructure is developed, and smartphones become everyday, customers decide to purchase or consume offline, based on online information or word-of-mouth, and, conversely, based on information or experience acquired in offline stores. The line between online and offline is rapidly breaking down, such as online purchases. However, the gap between offline and online is still large in the marketing and distribution strategies that companies can take to respond to such changes in consumption or purchasing behavior. In particular, companies want to gather consumer data and utilize tablets at important moments of the consumer's journey, where consumers are contemplating or purchasing products, and establish a direct relationship between consumers and brands and virtuous cycle with more appropriate customer service. In the offline space, it is not easy for companies to make contact points with prospective customers or true customers. For example, in the case of sectors in which contact points with consumers are indirectly made by medical and distribution channels such as healthcare professionals and pharmacies such as healthcare, and direct information gathering or marketing activities for consumers are not particularly favorable due to industry characteristics. Severe. More specifically, the process of using the actual product or before and after the consumer uses the actual product, such as whether the product has been delivered with the necessary information such as usage, recommendations, side effects, etc., or whether to provide additional services. Throughout the process, the demand for personal customer service is gradually maximizing.

Target marketing refers to a marketing technique that targets only a specific customer base by subdividing targets instead of reducing indiscriminate publicity marketing to all customers. In the past, target marketing was virtually impossible for a specific public who purchases mass-produced products unlike imported cars or luxury goods. In order to do target marketing, the process of specifying the target target must be preceded, because there was no other alternative than the method of specifying the target by conducting a one-to-one survey using a separate manpower offline. In addition to targeted marketing targeted to a specific public, the process of investigating the sales volume of products consumed by the public or confirming whether they are actually likely to purchase or purchasing the product is also carried out by conducting one-to-one surveys by mobilizing separate personnel offline. There was no other alternative than paying marketing expenses to encourage participation in event promotions such as membership system. However, such existing methods are expensive, have a clear temporal and regional limitation, it is difficult to expect sincere and sincere responses of the participants, and there is a problem that it is difficult to secure the reliability of the result of marketing activities. In addition, even when conducting surveys by mobilizing human resources, it took a lot of time to collect the survey contents and process the collected data, so it was impossible to immediately recognize the reactions or preferences of consumers, viewers, etc. at the required time. Ultimately, there was a limitation that personal marketing promotions suitable for individual purchasing conditions could not be continuously performed. The present invention has been proposed to solve the above problems.

Korean Patent Publication No. 10-2011-0113922 (2011.10.19) Korean Patent Publication No. 10-2003-0007281 (2003.01.23)

One embodiment of the present invention provides an apparatus and method for providing customized marketing based on a consumer behavior analysis based on analyzing a consumer's behavior for an individual product based on a unique code attached to a product that is traded offline to provide customized marketing online I want to.

One embodiment of the present invention is based on consumer behavior analysis, which provides digital identity to each product that is traded offline through a unique code and enables real-time tracking of distribution, transaction, and marketing of individual products throughout the product life cycle. It is intended to provide a customized marketing providing device and method.

One embodiment of the present invention can provide optimal marketing to individual consumers through machine learning based on real-time tracked individual product information and event information generated in the process of recognizing the product code by the individual consumer offline for the product. We intend to provide a customized marketing provision device and method based on consumer behavior analysis.

Among the embodiments, the apparatus for providing customized marketing based on consumer behavior analysis includes a unique code generation unit for generating and registering a unique code for a product, and a product information processing unit for receiving product information for the product matching the unique code from the seller terminal. When the unique code is scanned by the consumer terminal, the event information processing unit generates event information including a scan subject, a scan location, and a scan time point, and the product information and the event information are machine-based based on the content learned from the product. It may include a marketing provider for providing consumer-customized marketing to the consumer terminal through the analysis of consumer behavior.

The unique code generation unit may implement the unique code so that at least one scan method including a barcode, QR code or Near Field Communication (NFC) is applicable.

The product information processing unit may include a product specific ID, distribution information, and at least one marketing information automatically selected for a specific product or selected by a seller in the product information.

The product information processing unit may detect product characteristics including a product type or product location according to the product specific ID and generate a group ID for a product group formed based on the product characteristics.

The event information processing unit may compare each of the event information with the product information for a specific product group having the same group ID and track the distribution information and marketing provision information of the specific product group through the comparison.

In the process of generating the event information, the event information processing unit may extract consumer past information including a past scan history of a consumer who scanned the product from the consumer terminal and a product purchase probability according to marketing.

The marketing provider can subdivide the customer group for the product based on the event information for the product matched with the group ID and adjust the subdivided customer group based on the product information and the event information variable according to the provided marketing. .

The marketing provider may update the target and type of the customized marketing in real time based on the result of the consumer behavior analysis through repetitive machine learning, and provide a predetermined specific marketing message for a specific behavior of a specific consumer.

Among the embodiments, the method for providing customized marketing based on consumer behavior analysis includes generating and registering a unique code for a product, receiving product information for the product matching the unique code from a user terminal, and a user terminal. When the unique code is scanned, generating event information including a scan subject, a scan place, and a scan time point, and analyzing the consumer behavior of the product based on the product information and machine learning contents with the event information. And providing a consumer customized marketing to the user terminal.

The disclosed technology can have the following effects. However, since a specific embodiment does not mean that all of the following effects should be included or only the following effects are included, the scope of rights of the disclosed technology should not be understood as being limited thereby.

The apparatus for providing customized marketing based on consumer behavior analysis according to an embodiment of the present invention analyzes consumer behavior for an individual product based on a unique code attached to a product that is traded offline, and the consumer's interest in the corresponding product through online And can provide customized marketing appropriate to awareness.

The apparatus for providing customized marketing based on consumer behavior analysis according to an embodiment of the present invention provides digital identity to each product that is traded offline through a unique code, and is used for distribution, transaction, and marketing of individual products throughout the product life cycle. Marketing information or a message delivered to an individual consumer may be changed in real time according to variable information of a corresponding product accumulated in a real-time tracking process.

The apparatus for providing customized marketing based on consumer behavior analysis according to an embodiment of the present invention identifies an individual consumer based on real-time tracked product information and event information generated by the consumer for the product, and context data for a specific consumer's behavior By constructing, it is possible to subdivide the consumer group and predict the effect of product-related information provided for each consumer group using machine learning to recommend the optimal marketing campaign and construct a personalized marketing campaign.

1 is a view showing a customized marketing providing system based on consumer behavior analysis according to an embodiment of the present invention.
FIG. 2 is a diagram illustrating an apparatus for providing customized marketing based on consumer behavior analysis according to an embodiment of FIG. 1.
3 is a configuration diagram showing components of a processor of a customized marketing providing device based on consumer behavior analysis according to an embodiment of FIG. 2.
4 is a flowchart illustrating a method for providing customized marketing based on consumer behavior analysis according to an embodiment of the present invention.
5 is an exemplary diagram of a method for providing customized marketing based on a consumer behavior analysis in FIG. 4.
6 is an exemplary view showing a process of generating a unique code by a unique code generation unit according to an embodiment.
7 is a view showing a product information generation process and an interface of a seller terminal according to an embodiment.

Since the description of the present invention is merely an example for structural or functional description, the scope of the present invention should not be interpreted as being limited by the examples described in the text. That is, since the embodiments can be variously changed and have various forms, it should be understood that the scope of the present invention includes equivalents capable of realizing technical ideas. In addition, the purpose or effect presented in the present invention does not mean that a specific embodiment should include all of them or only such an effect, and the scope of the present invention should not be understood as being limited thereby.

Meanwhile, the meaning of terms described in the present application should be understood as follows.

Terms such as "first" and "second" are for distinguishing one component from other components, and the scope of rights should not be limited by these terms. For example, the first component may be referred to as the second component, and similarly, the second component may also be referred to as the first component.

When a component is said to be "connected" to another component, it may be understood that other components may exist in the middle, although they may be directly connected to the other component. On the other hand, when a component is said to be "directly connected" to another component, it should be understood that no other component exists in the middle. On the other hand, other expressions describing the relationship between the components, that is, "between" and "immediately between" or "neighboring to" and "directly neighboring to" should be interpreted similarly.

Singular expressions are to be understood as including plural expressions unless the context clearly indicates otherwise, and terms such as “comprises” or “have” are used features, numbers, steps, actions, components, parts or the like. It is to be understood that a combination is intended to be present, and should not be understood as pre-excluding the existence or addition possibility of one or more other features or numbers, steps, actions, components, parts or combinations thereof.

In each step, the identification code (for example, a, b, c, etc.) is used for convenience of explanation. The identification code does not describe the order of each step, and each step clearly identifies a specific order in context. Unless stated, it may occur in a different order than specified. That is, each step may occur in the same order as specified, may be performed substantially simultaneously, or may be performed in the reverse order.

All terms used herein have the same meaning as generally understood by a person skilled in the art to which the present invention pertains, unless otherwise defined. The terms defined in the commonly used dictionary should be interpreted as being consistent with the meanings in the context of the related art, and cannot be interpreted as having ideal or excessively formal meanings unless explicitly defined in the present application.

1 is a view showing a customized marketing providing system based on consumer behavior analysis according to an embodiment of the present invention.

Referring to FIG. 1, the customer behavior analysis-based customized marketing providing system 100 includes a consumer behavior analysis-based customized marketing providing device (hereinafter, a customized marketing providing device) 110, a user terminal 120, and a product 130. And a database 140.

The customized marketing providing device 110 assigns each unique code corresponding to a unique digital identity for each product 130, tracks the distribution process of the product 130, or performs a product 130 through a consumer terminal offline. ) When an event in which the unique code is scanned occurs, the consumer's behavior can be analyzed to provide customized marketing.

The user terminal 120 corresponds to a computing device that can be connected to the customized marketing providing device 110 through a network, and includes a seller terminal and a consumer terminal. For example, the user terminal 120 may be implemented as a desktop, laptop, tablet PC, or mainly a smartphone. The user may generate and store or receive product information, event information, and marketing information provided by the customized marketing providing device 110 through the user terminal 120. More specifically, the seller terminal stores product information and marketing information for individual products input by the seller, and the consumer terminal provides the stored product information and marketing information for the corresponding product to the consumer according to the unique code scan of the consumer. Can be. The user terminal 120 may scan or recognize the unique code of the product 130 through a network, wired/wireless communication, short-range communication, built-in camera, or the like.

The product 130 may include all kinds of products that are traded offline. The product 130 corresponds to an individual product to which each unique code is assigned, but is not necessarily limited thereto, and may correspond to a plurality of products. In one embodiment, the product 130 may be scanned by the user terminal 120 through each unique code assigned individually. In one embodiment, the unique code assigned to the product may be attached to or tagged with the product in the form of a QR code, barcode, or may be assigned to the product to communicate with the user terminal 120 in the form of NFC (Near Field Communication). .

The database 140 is a storage device capable of storing information for providing customized marketing based on consumer behavior analysis of the customized marketing providing device 110. In one embodiment, the database 140 may be implemented as a cloud environment and connected to the customized marketing providing device 110 through a network. In one embodiment, the database 140 may store product information, event information, and marketing information, and is not limited thereto, and is collected or processed in various forms while the customized marketing providing device 110 provides customized marketing. Information can be saved.

FIG. 2 is a diagram illustrating an apparatus for providing customized marketing based on consumer behavior analysis according to an embodiment of FIG. 1.

Referring to FIG. 2, a customized marketing providing device based on consumer behavior analysis (hereinafter, a customized marketing providing device) 110 includes a processor 210, a memory 220, a user input/output unit 230, and a network input/output unit 240. It includes.

The processor 210 may provide customized marketing according to the customized marketing method based on user behavior in FIG. 4, manage the memory 220 that is read or written in this process, and the volatility in the memory 220 Synchronization time between memory and nonvolatile memory can be scheduled. The processor 210 can control the overall operation of the customized marketing providing device 110, and is electrically connected to the memory 220, the user input/output unit 230, and the network input/output unit 240 to control data flow therebetween. can do. The processor 210 may be implemented as a central processing unit (CPU) of the customized marketing providing device 110.

The memory 220 is implemented as a non-volatile memory such as a solid state disk (SSD) or a hard disk drive (HDD), and may include an auxiliary memory device used to store overall data required for the customized marketing providing device 110. , May include a main memory implemented with volatile memory such as random access memory (RAM).

The user input/output unit 230 includes an environment for receiving user input and an environment for outputting specific information to a user, for example, a mouse, trackball, touch pad, graphic tablet, scanner, touch screen, keyboard, or pointing It may include an input device including an adapter such as a device and an output device including an adapter such as a monitor. In one embodiment, the user input/output unit 230 may correspond to a computing device connected through a remote connection, and in such a case, the customized marketing providing device 110 may be performed as a server.

The network input/output unit 240 includes at least an environment for connecting to the customized marketing providing device 110, and may include, for example, an adapter for local area network (LAN) communication. In one embodiment, the customized marketing providing device 110 may be connected to the user terminal 120 or the cloud-based database 140 through the network input/output unit 240.

3 is a configuration diagram showing components of a processor of a customized marketing providing device based on consumer behavior analysis according to an embodiment of FIG. 2.

Referring to FIG. 3, the apparatus for providing customized marketing based on consumer behavior analysis (hereinafter referred to as the customized marketing providing apparatus) 110 includes a unique code generation unit 310, a product information processing unit 320, an event information processing unit 330, and marketing It includes a provision unit 340 and the control unit 350.

The unique code generator 310 may generate and register a unique code for the product. Here, the unique code for the product is a unique ID for each individual product that is traded offline, and may correspond to an identification code capable of tracking the product online. In one embodiment, the unique code generation unit 310 may generate a unique code for a product that is attached or tagged to an offline product and continuously verify whether the unique code is unique without being duplicated. In one embodiment, the unique code generator 310 may implement a unique code so that at least one scan method is applicable. For example, the unique code generation unit 310 may generate and register a unique code that can be applied to a scan method by short-range wireless communication, including barcodes, QR codes, or embedded NFC printed or tagged on a product. have.

The product information processing unit 320 may receive product information on a product matching the unique code from the seller terminal. Here, the product information may include a product name, a price, a product's expiration date, a producer, a distribution path, a product image, a product description, or other bibliographic information about the product. More specifically, the seller can input product information for a specific product that has been given a specific unique code through an internet web, cloud, or application through a customized marketing providing device 110 and a network, and the product information processing unit 320 is a seller Product information may be received and stored according to input. In one embodiment, the product information processing unit 320 may generate distribution information and at least one marketing information for a product as product information, including a product specific ID selected by a seller or automatically assigned to a specific product.

In one embodiment, the product information processing unit 320 may detect a product characteristic according to the generated product specific ID and form a product group based on the product characteristic to generate and assign a group ID to the product group. Here, the product characteristics are characteristic elements of the product, and may include, for example, the type of product, the place where the product is provided, the use of the product, distribution information, stored marketing information, or the price of the product. More specifically, the product information processing unit 320 may form a product group for a product group having the same or similar product characteristics, and generate and assign a unique group ID to each product group. For example, the product information processing unit 320 may give the same group ID by forming a product group for a product group consisting of products with duplicate product distribution channels or marketing information. In one embodiment, the product information processing unit 320 analyzes at least one marketing information of a specific product to calculate marketing relevance, and if the calculated marketing relevance is greater than or equal to a certain criterion, the product is grouped into a related marketing group, and related marketing Groups can be assigned the same group ID.

When the unique code is scanned by the consumer terminal, the event information processing unit 330 may generate event information including a scan subject, a scan location, and a scan time. In one embodiment, the event information processing unit 330 may compare each event information with product information for a specific product group having the same group ID and track distribution information and marketing information of a specific product group. More specifically, when the product is scanned by the user terminal, the event information processing unit 330 may generate event information and compare product information and event information matching the group ID. For example, the event information processing unit 330 generates event information corresponding to the scan location and the scan time, matches the group ID generated based on the stored product information, extracts product location, distribution information, and marketing information, and then scans the place. , Scan time and comparison with provided marketing information. More specifically, the event information processing unit 330 may track the distribution information of the product and marketing provision information through this. In one embodiment, the event information processing unit 330 analyzes a specific scan location according to a specific scan time point of the same group ID formed based on the same distribution information, and compares distribution information at a specific time point extracted from product information of the group ID. Tracking can be done, such as determining whether the right match is made (i.e., whether the product was delivered to the right place through the right distribution process at the right time). In another embodiment, the event information processing unit 330 compares the marketing information stored in the product extracted from the product information of the group ID generated by the related marketing group and the customized marketing information provided according to the consumer scan of the product, and a correct match is made. It is possible to perform tracking such as determining whether or not (that is, marketing was properly provided among marketing information stored in a specific product).

In one embodiment, the event information processing unit 330 generates a consumer identifier for a consumer who scans a product from a user terminal in the process of generating event information, and through the consumer identifier, a product purchase probability according to the consumer's past scan history and marketing It is possible to extract the past information of the consumer, including. Here, the consumer's past scan history may include past scan locations, scan times, scan products, and scan times. For example, the event information processing unit 330 attempts to detect a consumer identifier having identification information for each consumer when the consumer terminal scans a specific unique code, and if not detected, can immediately generate the consumer identifier of the consumer. have. In one embodiment, the event information processing unit 330 may generate or detect a consumer identifier in the process of generating the corresponding event information according to a unique code scan, and extract consumer past information including the past scan history of the corresponding consumer. In addition, the event information processing unit 330 may extract a purchase probability of a specific product that follows a specific marketing provision for the corresponding consumer when the consumer terminal scans the specific product. The event information processing unit 330 may store consumer past information in the database 140 and learn in marketing provision of the marketing provision unit 340.

The marketing provider 340 may provide consumer-customized marketing to the consumer terminal through analysis of consumer behavior on the product based on the machine learning content with product information and event information. In one embodiment, the marketing provider 340 performs prediction on the next event information of the corresponding consumer and learns based on the learned content based on the event information such as the scan location, the scan point, and the number of scans of the specific consumer stored and related marketing Information can be provided. For example, the marketing provider 340 may provide an optimal marketing matched with the unique code of the next scan location or the next scan product of the consumer predicted according to the event information. More specifically, the marketing provider 340 utilizes the product information such as product price, product location, brand or image, and the scan location, scan subject, and scan time point determined in accordance with the event information of the product in real time. Analyze your behavior and ultimately provide the best customized marketing you need. In another embodiment, the marketing provider 340 may receive information such as a profile of the consumer through the consumer terminal. For example, the marketing provider 340 can extract various consumer-related information such as the address of the consumer and the recent scan product information of the consumer from the consumer terminal and utilize it together with the product information and event information and provide optimal customized marketing. have.

In one embodiment, the marketing provider 340 subdivides the customer group for the product based on the event information for the product matched with the group ID, and subdivides the customer group for the product information and event information variable according to the provided marketing. I can adjust it. For example, the marketing provider 340 may classify a customer group as a high or low involvement group for the product through event information such as a scan location and a scan entity for the product corresponding to a specific group ID. More specifically, the marketing providing unit 340 scans frequently or periodically by a specific consumer at a specific place or point in time for a specific group ID of a specific price, based on this, the customer group for the product is high or low involvement. Can be classified into groups. For example, the marketing provider 340 may analyze the number of scans of a consumer for a specific group ID and classify the consumer as a high-interest group if the number of scans exceeds a certain reference number. For another example, the marketing provider 340 may analyze a scan location for a specific group ID, and if a scan occurs more than a predetermined number of times at a specific scan location, the consumers of the scan location may be classified as high interest groups. More specifically, the marketing provider 340 may adjust the customer group in real time by analyzing event information that varies according to the marketing provided according to the segmented customer group. For example, the marketing provision unit 340 may adjust the consumer to the high involvement group when the number of scans of the consumer belonging to the low involvement group exceeds a predetermined criterion according to the continuous marketing provision. The marketing provider 340 may differentiate the types of marketing provided for high and low involvement groups.

In one embodiment, the marketing provider 340 may update targets and types of customized marketing in real time based on the results of analyzing consumer behavior through repetitive machine learning. Here, the target of the customized marketing may correspond to a consumer provided with marketing, and the type of customized marketing may correspond to a marketing classification according to a certain standard such as advertisement provision, discount provision, and similar product recommendation. For example, the marketing provider 340 may analyze and apply changes in the consumer behavior pattern in real time according to real-time updates of product information and event information to avoid duplication of marketing provided to a specific consumer. In one embodiment, when the group ID for the product is continuously generated, the marketing provider 340 targets a variable high or low involvement customer group for a specific group ID through machine learning of event information for the group ID. As a result, customized marketing can be provided in real time. In one embodiment, the marketing provider 340 may provide a specific marketing for a specific behavior of the consumer. The marketing provider 340 may predict the next action leading to a high probability for a specific action through analysis of the consumer's action and may provide appropriate marketing. For example, the marketing provider 340 analyzes event information of a consumer's scan time, number of scans, and time intervals between a plurality of scans, and if a purchase occurs at a high probability for a specific scan time, number of times, and an interval, the consumer It can predict the purchasing behavior of and can provide specific marketing appropriately. That is, the marketing provider 340 may predict the next behavior following the consumer's specific behavior through machine learning and provide customized marketing.

The control unit 440 can control the overall operation of the customized marketing providing device 110, and the unique code generation unit 310, the product information processing unit 320, the event information processing unit 330 and the marketing providing unit 340 Data flow can be controlled.

4 is a flowchart illustrating a method for providing customized marketing based on consumer behavior analysis according to an embodiment of the present invention.

In FIG. 4, a method for providing customized marketing based on consumer behavior analysis (hereinafter, a method for providing customized marketing) may generate and register a unique code for a product through a unique code generating unit (step S410).

The customized marketing provision method may receive product information including a product name for a product matching a unique code from the seller terminal through the product information processing unit (step S420).

The customized marketing provision method provides product information to the consumer terminal when the unique code is scanned by the consumer terminal through the event information processing unit and can generate event information including the consumer terminal identifier, the scan subject, the scan location, and the scan time. There is (step S430).

The customized marketing provision method may provide a customized marketing to the consumer terminal through the consumer behavior analysis of the product based on the machine learning contents with the product information and the event information through the marketing provision unit (step S440).

5 is an exemplary diagram of a method for providing customized marketing based on a consumer behavior analysis in FIG. 4.

In FIG. 5, the customized marketing providing device may generate a unique code of a product through recognition and authentication. The customized marketing providing device may receive real-time product scan information made through the consumer terminal. The customized marketing providing device may receive real-time scan information through a specific rule engine and perform consumer behavior analysis through machine learning. The customized marketing provision device provides customized marketing to consumers by matching the product ID, profile group ID (class ID), and event log (event information) by the product information processing unit and event information processing unit, respectively, for products matching the unique code. Can be.

6 is an exemplary view showing a process of generating a unique code by a unique code generation unit according to an embodiment.

In FIG. 6, the customized marketing providing device may generate and register a unique code for each product through a unique code generator. In one embodiment, the unique code may be implemented to be compatible with both QR code, NFC and other data identifiers. More specifically, as shown in FIG. 6, the unique code generation unit may convert the code format for various data identifiers to convert it into a unique code in a platform providing customized marketing.

7 is a view showing a product information generation process and an interface of a seller terminal according to an embodiment.

In FIG. 7, the customized marketing providing device may generate product information including various profiles of the product through the product information processing unit. In one embodiment, the customized marketing providing device may register product information by the seller at the seller terminal. The customized marketing provision device for the registered product information can match the product's unique code with the product, generate a product specific ID that refers to the product, and generate a group ID (class ID) for the same or similar product groups. For tracking and providing customized marketing.

Although described above with reference to preferred embodiments of the present invention, those skilled in the art variously modify and change the present invention without departing from the spirit and scope of the present invention as set forth in the claims below. You can understand that you can.

100: Customized marketing provision system based on consumer behavior analysis
110: Customized marketing provision device based on consumer behavior analysis
120: user terminal
130: product
140: database
210: processor 220: memory
230: user input and output unit
240: network input and output unit
310: unique code generation unit 320: product information processing unit
330: event information processing unit 340: marketing provider
350: control unit

Claims (9)

A unique code generator for generating and registering a unique code for the product;
A product information processing unit receiving product information on the product matching the unique code from a user terminal;
An event information processor configured to generate event information including a scan subject, a scan location, and a scan time when the unique code is scanned by a user terminal; And
Based on the machine information learned from the product information and the event information, the consumer behavior analysis-based personalized marketing provision device including a marketing providing unit that provides consumer-customized marketing to the user terminal through consumer behavior analysis of the product.
The method of claim 1, wherein the unique code generation unit
Device for providing customized marketing based on consumer behavior analysis, characterized in that the unique code is implemented so that at least one scan method including a barcode, QR code, or NFC (Near Field Communication) is applicable.
The method of claim 1, wherein the product information processing unit
A device for providing customized marketing based on consumer behavior analysis, characterized in that a product specific ID, distribution information, and at least one marketing information automatically selected for a specific product or selected by a seller are included in the product information.
The method of claim 3, wherein the product information processing unit
Customized based on consumer behavior analysis, characterized by detecting a product characteristic including the product specific ID, the distribution information, and the at least one marketing information and generating a group ID for a product group classified based on the product characteristic Marketing provision device.
The method of claim 4, wherein the event information processing unit
Customized based on consumer behavior analysis, characterized in that each of the event information is compared with the product information for a specific product group having the same group ID, and tracking of distribution information and marketing provision information of the specific product group is performed through the comparison. Marketing provision device.
The method of claim 4, wherein the event information processing unit
In the process of generating the event information, a consumer identifier for a consumer who scans the product is generated from the user terminal, and through the consumer identifier, consumer past information including the consumer's past scan history and product purchase probability according to marketing is generated. Customized marketing provision device based on consumer behavior analysis characterized by extracting.
The method of claim 5, wherein the marketing provider
A consumer characterized by subdividing the customer group for the product based on the event information for the product matched with the group ID and adjusting the subdivided customer group based on the product information and the event information variable according to marketing provided. Customized marketing provision device based on behavior analysis.
The method of claim 1, wherein the marketing provider
Based on the result of the consumer behavior analysis through repetitive machine learning, the target and type of the customized marketing is updated in real time, and the specific behavior of the consumer is analyzed based on the consumer behavior analysis. Customized marketing provision device.
Generating and registering a unique code for the product;
Receiving product information on the product matching the unique code from a user terminal;
When the unique code is scanned by the user terminal, generating event information including a scan subject, a scan location, and a scan time; And
And providing consumer-customized marketing to the user terminal through consumer behavioral analysis of the product based on the machine information based on the product information and the event information.

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