KR20210018111A - Method for providing realtime marketing service based on bigdata - Google Patents

Abstract

The present invention relates to a method for providing a marketing service capable of immediately providing a service required by a user. The method for providing the marketing service comprises: a step of receiving customer information and action information from a user terminal; a step of extracting management information associated with a user account of the user terminal based on the received customer information; a step of selecting a scenario representing the highest matching rate among preregistered scenarios based on the management information and the action information; a step of determining whether or not a performing condition of the selected scenario is satisfied based on the customer information and the management information; and a step of performing an operation included in the scenario if the performing condition is satisfied.

Description

Method for providing realtime marketing service based on bigdata}

The present invention relates to a method of providing a marketing service. Specifically, the present invention relates to a method performed in a marketing service providing system that provides a marketing service corresponding to customer behavior information or transaction information in real time based on a preset marketing scenario.

The content described in this section merely provides background information on the present embodiment and does not constitute the prior art.

Recently, as the public's interest in investment in addition to earned income has increased and economic knowledge has increased, the financial technology market has been activated. In general, users can invest in stocks through securities companies, and securities companies provide a variety of investment methods to increase customer accessibility.

Accordingly, securities companies are providing various services that can increase the investment rate of users by releasing financial applications for stock trading.

In addition, securities companies provide various marketing services to attract customers and sell products. In general, marketing means planning 　 activities, market research, commercialization 　 planning, propaganda, sales 　 promotion to smoothly transfer products from producers to consumers.

However, in the past, marketing of securities companies was operated in a business method centered on products and services, and it was difficult to determine the cause of churn and duplicate customers, so there were limitations in customer management. In addition, conventional systems used for marketing have problems of operational constraints and content size increase due to an increase in service complexity. In addition, due to the increase in the content size, the size of the stock application is also increased, and there is a problem that the operating cost and development cost are dramatically increased.

In addition, the conventional system has a problem that it is difficult to immediately respond to services required by various customers.

An object of the present invention is to provide a marketing provision system capable of immediately providing a service required by a user by operating the scenario when a pattern matching a predefined scenario is detected based on the collected customer information. will be.

In addition, an object of the present invention is to provide a marketing provision system that can select and execute a scenario that is expected to have the highest customer satisfaction based on big data analysis of customer information and marketing performance according to each scenario. will be.

In addition, an object of the present invention is to provide a marketing providing system that reduces the complexity of a service and facilitates maintenance, as the system operates based on a predefined scenario.

The objects of the present invention are not limited to the above-mentioned objects, and other objects and advantages of the present invention that are not mentioned can be understood by the following description, and will be more clearly understood by examples of the present invention. In addition, it will be easily understood that the objects and advantages of the present invention can be realized by the means shown in the claims and combinations thereof.

In order to achieve the above object, a marketing service providing method according to an embodiment of the present invention includes the steps of receiving customer information and behavior information from the user terminal, based on the received customer information, the user account of the user terminal. Extracting management information related to, based on the management information and the behavior information, selecting a scenario representing the highest matching rate among pre-registered scenarios, the selection based on the customer information and the management information Determining whether the execution condition of the scenario is satisfied, and if the execution condition is satisfied, performing an operation included in the scenario.

In addition, the pre-registered scenario includes a corresponding message transmission operation, a financial service provision operation to the user terminal, and a service processing operation, and each of the operations operates in a predetermined sequence, and is performed by the administrator in advance. It may be set together with the execution condition and stored and managed in the financial institution server.

In addition, the scenario may include information on the execution condition, execution time, transmission schedule response message, required additional service details, and a connection screen to be displayed on the user terminal.

In addition, the above conditions of performance are whether a registered customer of a predetermined service, a registered customer of friend recommendation, a non-face-to-face account opening customer, a counter-trading target customer, a specific stock item, a transaction history on a specific date, or It may include whether it is higher than a predetermined level.

In addition, the corresponding message may be provided to the user terminal through a notification or a separate message, and the connection screen may be provided through an application previously installed in the user terminal and controlled by the server.

In addition, the scenario is operated in connection with another pre-registered scenario, and the other scenario is sequentially executed following a previously executed scenario when a pre-designated execution condition is satisfied, and the linking condition is the execution condition Can match with

In addition, the step of selecting the scenario may include calculating a matching rate between a plurality of evaluation elements included in a plurality of scenarios previously registered in the server, the management information related to the user account, the customer information, and the behavior information, and , Selecting one or more scenarios having the highest calculated matching rate.

In addition, the step of selecting the scenario includes receiving marketing results for customers with similar conditions in the past, assigning a weight to a scenario in which the marketing performance is higher than a predetermined reference value, and a final matching rate calculated by reflecting the weight. It may include selecting a scenario to be performed based on.

In addition, the management information includes the user's transaction history information, access history information, execution information, account information, customer basic information, or customer statistical information, and the behavior information includes a login request, an order request, an account opening request , Or an account conversion request.

In addition, the pre-registered scenario is managed and generated by a big data analyzer provided in the server, and the big data analyzer is, behavioral information, transaction information, customer information for a plurality of users collected in real time or non-real time. And collecting external investment information, receiving a process previously conducted by the server and customer satisfaction for the plurality of users, and merging data related to the process with the customer satisfaction higher than a predetermined standard to create a new scenario. And, it may include storing the generated scenario in a database and using it as the pre-registered scenario.

The marketing service providing method according to the present invention quickly searches for optimal scenarios for different situations of the user, and provides marketing services according to the corresponding scenarios to the user in real time, thereby saving unnecessary time that the user must use for problem solving. Can be reduced.

In addition, the present invention selects a scenario having the highest user satisfaction and the best marketing effect, and provides a service according to the scenario, thereby improving the user's service satisfaction.

In addition, the present invention can solve the problem of increasing the operating cost and increasing the size of a program due to an increase in service complexity. Through this, the difficulty and cost of maintenance of the system according to the present invention can be lowered.

In addition to the above-described contents, specific effects of the present invention will be described together while describing specific details for carrying out the present invention.

1 is a schematic diagram showing a marketing service providing system according to some embodiments of the present invention.
2 is a block diagram showing a schematic operation flow of a marketing providing system according to an embodiment of the present invention.
3 is a block diagram showing a configuration and operation method of a marketing providing system according to an embodiment of the present invention.
4 is a flowchart illustrating an example of a method of operating a marketing providing system according to an embodiment of the present invention.
5 and 6 are diagrams for explaining a process of performing a scenario of the marketing providing system according to FIG. 4.
7 and 8 are diagrams for explaining an example of a marketing scenario according to the marketing provision system of the present invention.
9 and 10 are diagrams for explaining another example of a marketing scenario according to the marketing provision system of the present invention.
11 to 13 are diagrams showing some examples of scenarios previously registered in the marketing providing system of the present invention.

The terms or words used in the specification and claims are limited to their general or dictionary meanings and should not be interpreted. According to the principle that the inventor can define the concept of terms or words in order to explain his own invention in the best way, it should be interpreted as a meaning and concept consistent with the technical idea of the present invention. In addition, the embodiments described in the present specification and the configurations shown in the drawings are only one embodiment in which the present invention is realized, and do not represent all the technical ideas of the present invention, and thus these can be replaced at the time of application. It is to be understood that there may be various equivalents and variations and examples of application.

Terms used in the specification and claims are only used to describe specific embodiments, and are not intended to limit the present invention. Singular expressions include plural expressions unless the context clearly indicates otherwise. In the present application, terms such as "include" or "have" should be understood as not precluding the possibility of existence or addition of features, numbers, steps, actions, components, parts, or combinations thereof described in the specification. .

Unless otherwise defined, all terms, including technical or scientific terms, used herein have the same meaning as commonly understood by one of ordinary skill in the art to which the present invention belongs.

Terms as defined in a commonly used dictionary should be interpreted as having a meaning consistent with the meaning in the context of the related technology, and should not be interpreted as an ideal or excessively formal meaning unless explicitly defined in this application. Does not.

In the present invention, a marketing service refers to a method of planning, advertising, and sales promotion by searching for and providing a service that a customer currently needs most.

The real-time marketing providing system of the present invention receives customer behavior information or transaction information and performs an interactive response to a service required by the customer. At this time, the present invention utilizes big data collected from various customers, analyzes the data received from the customers, derives the most appropriate scenario for the current situation of the customer, and provides marketing services according to the derived scenarios to the customer.

Through this, the present invention can provide the service that the customer most currently needs in real time, so that the customer's needs can be quickly satisfied. Accordingly, the present invention can increase customer satisfaction with the system, and new effects of increasing customer inflow to the system, reducing marketing costs, and improving marketing effects can occur.

Hereinafter, a system and method for providing a marketing service according to some embodiments of the present invention will be described in detail with reference to the drawings.

1 is a schematic diagram showing a marketing service providing system according to some embodiments of the present invention.

Referring to FIG. 1, a marketing service providing system according to some embodiments of the present invention may include a platform server 100 (hereinafter, a server) and a user terminal 200.

Specifically, the server 100 may be an execution entity of the marketing service providing system according to an embodiment of the present invention. The server 100 may store and manage various information related to securities. In addition, the server 100 is a trading system used by investors to buy and sell stocks (e.g., HTS (Home 　Trading 　 System; hereinafter, HTS), MTS (Mobile 　Trading 　 System; hereinafter MTS), WTM (Web 　Trading 　 System; hereinafter, hereinafter, WTM)) may be the operating entity. At this time, the server 100 may provide various information necessary for investment to an investor through an application linked with the trading system.

A program or application (eg, HTS, MTS) used to communicate with the server 100 may be installed in the user terminal 200. In this case, the user terminal 200 provides the information received from the server 100 to the user through a pre-installed program or application, and may receive the user's command and transmit it to the server 100. That is, the user buys and sells stocks, obtains information necessary for stock investment (eg, marketing information, investment information, etc.) through a program or application installed in the user terminal 200, or performs financial business related to his/her account. can do.

The server 100 may select a marketing scenario that is highly related to the current situation of the user based on the account information of the user logged in to the user terminal 200 and provide a marketing service accordingly to the user terminal 200. In this case, the server 100 may select a marketing scenario most suitable for the user based on the big data collected from the user. That is, the present invention interactively reacts to the user's behavior information and can provide the most suitable marketing service to the user according to a pre-input scenario. A method of providing such a marketing service will be described in detail below.

In an embodiment of the present invention, the user terminal 200 may refer to various electronic devices such as a personal computer (PC), a notebook computer, a tablet, a mobile phone, a smart phone, and a wearable device (eg, a watch-type terminal).

The server 100 is a computer system that provides information or services to the user terminal 200 through a communication network, and may refer to a computer program or a device.

In the drawing, only one server 100 is represented, but the server 100 may be configured as a plurality of independent servers to operate. Accordingly, functions performed by the server 100 may be performed separately from a plurality of servers, as well as integrated management and control from one server. The server 100 may be directly operated or managed by a specific company or individual or entrusted to the outside, and may be operated by the same subject.

Hereinafter, a system for providing a marketing service according to an embodiment of the present invention will be described in detail.

2 is a block diagram showing a schematic operation flow of a marketing providing system according to an embodiment of the present invention.

2, in the marketing providing system according to the embodiment of the present invention, the server 100 is through a trading system application installed in the user terminal 200 (eg, HTS, MTS, WTS; hereinafter, application). Receive customer behavior information.

Here, the customer behavior information may include customer behavior information and transaction information performed in the application. For example, the behavior information may include a service provision request transmitted by the customer to the server 100, and the transaction information may include the customer's stock order details or deposit and withdrawal details.

In addition, the server 100 may receive external information (eg, SNS, blog, posting on a stock bulletin board) from the external server 300.

In addition, the server 100 uses management information managed by the internal system. Here, the management information may include ledger information, customer information, and investment information that is previously registered and managed for each user's account.

The server 100 stores the received or collected information in a big data storage. At this time, the server 100 creates a separate account for each user, and classifies and stores related information such as customer behavior information, customer information, investment information, ledger information, social information, and transaction information received in the account.

Subsequently, the server 100 analyzes the customer behavior received from the user terminal 200 and predicts the next customer's behavior based on this. To this end, the server 100 sets and stores a series of patterns for customer behavior as a scenario. Then, the server 100 analyzes and stores the performance (eg, customer attraction rate, marketing success rate, etc.) according to each scenario.

Subsequently, the server 100 derives improvement points according to each scenario, and selects an online marketing method that produces the highest performance in each scenario.

Subsequently, the server 100 detects (or selects) an optimal scenario corresponding to the newly received customer behavior information based on a plurality of scenarios that have been analyzed and stored in advance. In this case, the server 100 may select a scenario having a high matching rate among pre-registered scenarios based on the management information belonging to the user's account and the received behavior information.

Subsequently, the server 100 performs a response event (ie, marketing service) according to the selected scenario. In this case, the scenario may be previously set together with the execution condition by an administrator and stored and managed in the financial institution server.

Specifically, the scenario may include a corresponding message transmission operation, a financial service provision operation to the user terminal, and a service processing operation. In addition, each execution operation stored in the scenario may be operated in a predetermined sequence.

Subsequently, the server 100 requests the service provider to provide the set event.

Subsequently, the service provider provides a real-time marketing event (ie, marketing service) requested from the server 100 to the user terminal 200.

Through this, the server 100 may provide a marketing service that interacts with a customer's behavior in real time.

Additionally, in the step of performing the selected scenario, the server 100 may additionally determine whether the execution condition preset in the scenario is satisfied.

In this case, the scenario may include an execution condition for the scenario to perform an operation, a scenario execution time point, a response message scheduled to be sent, details of additional services required for execution, and information on a connection screen to be displayed on the user terminal. .

In addition, the execution conditions for executing the scenario include whether the user is a registered customer of a predetermined service, a registered customer of friend recommendation, a non-face-to-face account opening customer, a counter-trading target customer, and a specific stock item. , It may include whether or not to have transaction details on a specific day, or whether it is above a predetermined level. However, this is only an example, and the present invention is not limited thereto.

Hereinafter, a detailed configuration and operation method of the server 100 for providing marketing will be described.

3 is a block diagram showing a configuration and operation method of a marketing providing system according to an embodiment of the present invention.

3, in the marketing providing system according to the embodiment of the present invention, first, the collector of the server 100 is an application installed in the user terminal (for example, HTS, MTS, WTS) or a newly built mobile app or User behavior information and transaction information can be received from the mobile web.

In addition, the collector of the server 100 may collect external information from an external server through crawling. Here, the external information includes information that can be accessed through portal site search information (eg, Google, etc.), SNS (eg, Facebook, etc.), community (eg, Naver Cafe), and personal blogs. .

In addition, the collector may receive related internal business information or investment information from the internal business system.

For example, the collector may receive ledger information, execution information, asset management information, credit information, integrated log management information, customer information, etc. previously stored in the user's account from the internal business system. At this time, the collector may receive the information from the internal business system in non-real time. That is, the collector may receive corresponding information from the internal business system whenever necessary.

In addition, the collector may receive information on market prices, news, etc. for the interest item of the user in near real time from the investment information server operated separately inside. However, the information collected by the above-described collector is only an example, and the present invention is not limited thereto.

Then, the collector delivers the collected information to the scenario detector.

Subsequently, the scenario detection unit receives scenarios that are highly related to the information collected from the big data analyzer, and selects an optimal scenario among the received scenarios.

Here, the big data analyzer may perform operations such as customer classification, statistical information creation, scenario detection, etc. by analyzing various big data related to users previously stored in the big data storage. At this time, the big data storage classifies and manages information on the user's behavior history information, trading history information, customer master information, and social/investment information. The big data analyzer can extract and use the information necessary for analysis from the information stored in the big data storage.

Meanwhile, the pre-registered scenario includes a corresponding message transmission operation, a financial service provision operation to the user terminal, and a service processing operation, and each of the operations operates in a predetermined sequence, and is performed by the administrator in advance. It can be set together with the conditions and stored and managed in the financial institution server.

Subsequently, the big data analyzer can select an optimal scenario suitable for the current situation by comparing the information related to the user with information about the previously stored scenario and calculating a matching rate. At this time, the big data analyzer calculates each matching rate according to each evaluation factor (for example, customer classification, behavior information, transaction information, credit information), and can select the optimal scenario based on this. The scenario and each matching rate related thereto may be transmitted to the scenario detection unit.

Subsequently, the big data analyzer delivers one or more highly relevant scenarios extracted as a result of the analysis and related data (for example, matching rate according to each evaluation element) to the scenario detector, and the scenario detector receives from the big data analyzer. Among the scenarios, you can select a scenario that is expected to have the highest marketing effect.

Subsequently, the campaign management system (CMS) operates in connection with the scenario detection unit, big data analyzer, and big data storage. Specifically, the campaign management system (CMS) may command execution of a marketing service according to the scenario based on the scenario selected by the scenario detection unit.

In this case, the campaign management system may determine whether to execute the scenario based on whether the current user satisfies the execution condition of the selected scenario. For example, when the execution condition of the selected scenario is a user with a specific customer grade or higher, the campaign management system can be executed only when the above customer condition is satisfied.

The scenario may include information on the execution condition, execution time, transmission schedule response message, required additional service details, and connection screen to be displayed on the user terminal. Accordingly, the campaign management system can perform a related operation based on the information included in the scenario.

Subsequently, the campaign management system (CMS) may transmit a call to a message according to the selected scenario to a total management system (TMS). Here, the integrated management system (TMS) is in charge of transmitting messages used in online marketing and collecting results.

Subsequently, the integrated management system (TMS) may transmit the requested message to the user terminal 200. In addition, the integrated management system (TMS) may control an application installed in the user terminal 200 to operate according to a selected scenario. In this case, the message may be provided to the user terminal through a notification or a separate message. Specific examples for this will be described in detail below.

Additionally, the server 100 may internally output a result screen for the customer information integration screen, summary information, scenario management, and scenario application performance. In this case, the connection screen may be provided through an application previously installed on the user terminal and controlled by the server.

As another example, in the step of selecting a scenario described above, the server 100 receives marketing results for customers with similar conditions in the past, assigns a weight to a scenario in which the marketing performance is higher than a predetermined reference value, and applies the weight. It may include selecting a scenario to be performed based on the final matching rate calculated by reflecting it.

Here, the management information may include transaction history information, access history information, execution information, account information, customer basic information, or customer statistics information of the user. In addition, the behavioral information may include a login request, an order request, an account opening request, or an account conversion request. However, this is only an example, and the present invention is not limited thereto.

At this time, the above-described big data analyzer collects behavioral information, transaction information, customer information, and external investment information for a plurality of users collected in real time or non-real time, and the process previously executed by the server and the plurality of users Receiving a customer satisfaction level for, and merging data related to the process with the customer satisfaction level higher than a predetermined criterion, creating a new scenario, storing the generated scenario in a database, and using it as the pre-registered scenario can do.

4 is a flowchart illustrating an example of a method of operating a marketing providing system according to an embodiment of the present invention. Here, a case where a user corresponding to the customer number '0001' logs in to an application through a user terminal and then attempts to purchase credit will be described as an example.

Referring to FIG. 4, first, the server 100 collects various information as described above. For example, the server 100 collects behavior information from the user terminal 200 and collects information on external data related to securities. In addition, it is possible to collect market price information on securities from a stock computer server (eg, KOSCOM), and collect transaction logs, access logs, FEP logs, and RD information through file log analysis in the internal business system. can do. In addition, it is possible to receive account information, customer information, and history information of the user from the internal business system.

The protocol for collecting information shown in FIG. 4 (for example, sftp, UDP, jdbc, etc.) is only an example, and the present invention is not limited thereto.

Subsequently, the server 100 receives the received customer number, the customer's behavior information (eg, credit order and credit purchase button touch), a transaction number, a customer number, and a reason for canceling a transaction (eg, due to exceeding the limit). Credit order failure) can be collected.

Subsequently, the server 100 may set a scenario corresponding to the user's current situation through reference to the collected information, analysis of big data, and customer modeling. Here, the collected information used by the server 100 may include user's transaction history information, access history information, market price/decision report, RD information, customer account information, customer basic information, and customer statistics information.

Subsequently, the server 100 selects a plurality of scenarios corresponding to the current situation of the user.

Subsequently, the server 100 selects an optimal scenario that can be responded by referring to the user's customer rating information. For example, since the current user's customer rating is semi-excellent, a scenario in which a'message guiding the increase of the limit' corresponding to the semi-excellent customer rating may be selected as an optimal scenario.

Subsequently, the server 100 transmits a message guiding a solution to the current situation to the user terminal 200. For example, the server 100 said, “The order was rejected due to exceeding the personal limit per item for OO stocks. Please contact the Customer Satisfaction Center.”

Subsequently, the user receiving the message may perform an action requesting an increase in the limit. Such a limit increase request is transmitted to a log analyzer, and the server 100 may perform a limit increase operation to succeed in a transaction for a corresponding credit order.

Subsequently, the server 100 may transmit a message indicating that the transaction is successful.

Since the above-described process is performed in real time within the server 100, the user can quickly recognize the countermeasures for his/her problem, and quickly solve the problem that has occurred by responding to the solution provided by the server 100. I can. Accordingly, the user's convenience using the system can be increased, and the user's satisfaction can be improved.

Additionally, the server 100 may derive and store optimal scenarios for each situation in advance by analyzing behavior patterns of a plurality of users collected through big data. Through this, the server 100 can quickly search for optimal scenarios for different situations of the user and provide marketing services according to the corresponding scenarios to the users, and can provide the service with the highest user satisfaction in real time. have.

In addition, the addition and modification of the scenario managed by the server 100 can be performed simply, and through this, the present invention can solve the problem of increasing the operating cost and increasing the size of a program due to an increase in service complexity. In addition, the maintenance of the system can be simplified.

5 and 6 are diagrams for explaining a process of performing a scenario of the marketing providing system according to FIG. 4.

Referring to FIG. 5, first, the user logs in to the application through the user terminal 200 and then attempts to purchase credit. For example, the user requests a credit purchase by selecting the menu of'MTS-Stock Order-Credit Order-Credit Order' on the application.

At this time, the server 100 determines whether the user can purchase credit. If the user's credit limit is exceeded, the server 100 displays a credit limit exceeded message on the application.

Subsequently, the server 100 receives a TR number, a customer number, a user name, and an error code for the user in which the credit limit exceeded event has occurred.

Subsequently, the server 100 refers to the customer rating information of the user in order to select a response scenario for the error code of'over the limit'. For example, when the user's customer rating is'semi-excellent', the server 100 selects a marketing scenario that adjusts the user's credit limit.

Subsequently, the server 100 generates a message corresponding to the selected scenario. The generated message is transmitted to the user terminal 200 through an integrated management system (TMS). In this case, the message transmitted to the user may include a content requesting'confirmation of credit limit increase adjustment'.

Subsequently, the user may apply for a credit limit increase through an application or a link included in the received message. Subsequently, the credit limit adjustment unit may perform up-processing of the credit limit in real time based on the user's application.

Subsequently, after the credit limit is raised, the user can purchase credit again. When the credit purchase is successful, the server 100 detects a transaction success log. Subsequently, the server 100 may analyze the marketing performance of the execution of the selected scenario and store the performance analysis contents in the database.

Subsequently, the previously selected scenario (primary) may be performed in connection with another scenario (secondary). In this case, when a pre-designated execution condition is satisfied, the second scenario is sequentially executed following a previously executed scenario, and the linkage condition may match the execution condition of the second scenario.

Referring to FIG. 6, the user logs in to the application through the user terminal 200 and then attempts to purchase credit. For example, the user requests a credit purchase by selecting the menu of'MTS-Stock Order-Credit Order-Credit Order' on the application.

At this time, if there is a credit balance limit for the item in the user's account, another scenario is detected. For example, if the remaining limit balance remains in the user's account, the user's credit purchase may be successful.

In this case, the server 100 may calculate a purchaseable quantity of a corresponding item with the remaining limit balance, and then select a marketing scenario that induces a user to purchase.

Subsequently, the server 100 generates a message corresponding to the selected scenario. The generated message is transmitted to the user terminal 200 through an integrated management system (TMS). In this case, the message transmitted to the user may include a content requesting confirmation of'a guide to the quantity of items that can be purchased with a credit balance limit and whether or not to purchase additional items for the quantity'.

Subsequently, when the user receiving the message additionally performs a credit purchase of a quantity corresponding to the credit balance limit, the server 100 detects a transaction success log. Subsequently, the server 100 may analyze the marketing performance of the execution of the selected scenario, and store the performance analysis contents in the database.

That is, the present invention may synthesize a plurality of pieces of information related to a user's behavior information and a behavior context, select the most effective marketing scenario for the user, and provide a service accordingly. Marketing scenarios can be supplemented by referring to performance analysis data (eg, marketing performance) obtained from many users.

Through this, the server 100 may select a scenario in which the user's satisfaction is highest and the marketing effect is the best, and the service satisfaction that the user feels may be improved by performing the scenario.

7 and 8 are diagrams for explaining an example of a marketing scenario according to the marketing provision system of the present invention.

Referring to FIGS. 7 and 8, first, FIG. 7 shows substantially the same content as described above with reference to FIGS. 5 and 6.

For example, when an error due to exceeding the limit occurs in the user's credit order, the server 100 refers to the customer rating.

Subsequently, the server 100 selects a marketing scenario that adjusts the user's credit limit.

Subsequently, the server 100 transmits a message for adjusting the credit limit to the user's terminal, and at the same time notifies the person in charge of the credit limit of the online financial team of the limit increase for the user.

Subsequently, the person in charge of the limit of the online financial team may adjust the user's credit limit and transmit the increased limit to the customer.

This series of processes performs the same function of planning a promotion through customer analysis in a conventional system, receiving an application from a customer by developing a promotion, and paying a benefit through the warehousing process. However, a series of processes in the conventional system takes at least several weeks, and may be repeatedly performed every predetermined period (eg, quarterly).

On the other hand, the system of the present invention may collect targeting criteria through customer analysis, and then configure a scenario based on this and register it. Subsequently, when a predetermined condition of the scenario is satisfied by the customer behavior information, the present invention may provide a corresponding marketing service (eg, promotion) to a customer in real time by selecting and operating the corresponding scenario.

9 and 10 are diagrams for explaining another example of a marketing scenario according to the marketing provision system of the present invention.

9 and 10, first, FIG. 9 relates to a work guidance scenario according to an unsuccessful occurrence.

For example, when the user is a target of counter-trading based on the same day of payment, the server 100 selects a marketing scenario that provides the user with a counter-trading plan amount guide and a secured loan guide.

Subsequently, the server 100 transmits a message about the counter-trading expected amount to the user terminal 200. In this case, the server 100 may transmit to the user terminal 200 a message indicating whether or not the user can receive a secured loan for a sale price and an amount of money to prevent counter-selling.

Subsequently, the user may separately transfer a necessary amount based on the notification of the received message, or may receive a mortgage loan service through an application or a link included in the received message.

On the other hand, the conventional system used a method of selecting and sending out the same contents collectively by selecting customers who are expected to be unsuspected. This has resulted in users amplifying the feelings of rejection and anxiety about counter trading.

On the other hand, the marketing provision system of the present invention can improve user satisfaction by analyzing the type of customer and varying the service (for example, the type of transmitted message) provided according to the scenario appropriate to the customer's situation. .

For example, when the first user is in a situation where loans are unavailable, the server 100 may transmit a message regarding a general counter-trading schedule to the first user. On the other hand, when the second user is in a situation in which the amount of the deposit secured loan exists, the server 100 may transmit a message indicating the possibility of the deposit secured loan to the second user. In addition, when the third user is in a situation in which the loan amount secured for sale exists, the server 100 may transmit a message indicating the possibility of loaning the secured sale to the third user.

In addition, in the present invention, the provision of different services according to the customer's situation may be stored and used as one scenario registered in advance in the server 100. In this case, the scenario may be set to transmit different messages according to the customer's situation, and may be easily changed by the administrator.

Through this, the present invention can provide the most suitable service to the customer at a low cost. In addition, the present invention can improve customer satisfaction, and can significantly reduce the size of the system and applications associated therewith, thereby improving system operation efficiency.

11 to 13 are diagrams showing some examples of scenarios previously registered in the marketing providing system of the present invention. However, this is only a part of the scenario used in the marketing provision system of the present invention, and the scenario of the present invention is not limited thereto.

Each scenario used in the marketing provision system may include customer conditions, event occurrence times, guide contents, filtering policies, and item information on the connection screen. In this case, some of the item information constituting the scenario may be omitted or added.

Specifically, referring to FIG. 11, the administrator may register various open promotion scenarios through the server 100. Here, the open promotion scenario may include a scenario that provides benefits to social login customers, a scenario that provides benefits to friends recommending customers, and the like.

For example, when there is a customer registered through social login, the server 100 selects a scenario related to the social login customer. Subsequently, the server 100 generates a message corresponding to the selected scenario. The generated message is transmitted to the user terminal 200 through an integrated management system (TMS). In this case, the message transmitted to the user may include contents of'event participation reward (eg, gifticon)'.

As another example, when there is a customer converted to a normal account by applying for a non-face-to-face account through friend recommendation, the server 100 selects a scenario related to friend recommendation. Subsequently, the server 100 generates a message corresponding to the selected scenario. At this time, the message transmitted to the user may include information on'event participation reward (eg, cash benefit) and usage method'.

In addition, referring to FIGS. 12 and 13, the administrator may register various scenarios related to business guidance, investment information guidance, and marketing through the server 100. As described above, the registered scenario may be selected and executed when the customer condition and the event occurrence condition are satisfied.

For example, when a Samsung Electronics report is published, the server 100 selects a scenario for providing investment information. Subsequently, the server 100 generates a message corresponding to the selected scenario. In this case, the message transmitted to the user may include the contents of the'new report publication guide' for the specific item held by the customer.

As another example, when the trading day is a specific anniversary (eg, Valentine's Day or White Day), the server 100 selects an event providing scenario. Subsequently, the server 100 generates a message corresponding to the selected scenario. In this case, the message transmitted to the user may be transmitted differently according to the gender of the customer. If, on Valentine's Day, the transaction customer is a male, the server 100 may transmit a message for'event participation reward (eg, chocolate gifticon)' to the corresponding customer. On the other hand, when the transaction customer is a female on White Day, the server 100 may transmit a message for'event participation reward (eg, candy gifticon)' to the corresponding customer.

As another example, when a user accesses a third-party delivery request page through an application, the server 100 selects a customer churn prevention scenario. Subsequently, the server 100 generates a message corresponding to the selected scenario. In this case, the server 100 may generate a message by referring to the reason for the shipment selected by the user (eg, loan impossibility, interest rate complaint, credit limit complaint). That is, the message transmitted from the server 100 to the user may include the content of'connection to the customer satisfaction center for resolving the reason for shipping the customer'.

In summary, in the present invention, the server 100 may select an optimal scenario according to a customer condition and an event occurrence condition among a plurality of previously registered scenarios. In this case, the scenario may be set to transmit different messages according to the customer's situation, and may be easily changed by the administrator.

Through this, the present invention can provide the most suitable service to the customer at a low cost. Through this, the present invention can improve customer satisfaction, and can significantly reduce the size of the system and applications associated therewith, thereby improving system operation efficiency.

The above-described embodiments are illustrative in all respects, and should be understood as non-limiting, and the scope of the present invention will appear in the claims to be described later rather than the detailed description described above. And the meaning and scope of the claims to be described later, as well as all changes and modifications derived from the equivalent concept should be construed as being included in the scope of the present invention.

100: server
200: user terminal

Claims (10)

In the method of providing a marketing service performed in a financial company server linked to a user terminal,
Receiving customer information and behavior information from the user terminal;
Extracting management information related to a user account of the user terminal based on the received customer information;
Selecting a scenario representing the highest matching rate among pre-registered scenarios based on the management information and the behavior information;
Determining whether an execution condition of the selected scenario is satisfied based on the customer information and the management information; And
In case the execution condition is satisfied, performing an operation included in the scenario.
How to provide marketing services.
The method of claim 1,
The pre-registered scenario,
A corresponding message transmission operation, a financial service provision operation to the user terminal, and a service processing operation,
Each of the above operations operates in a predetermined sequence,
Set in advance by the administrator along with the execution conditions, and stored and managed in the financial institution server
How to provide marketing services.
The method of claim 2,
The above scenario is:
Containing information on the execution condition, execution time, response message to be sent, required additional service details, and connection screen to be displayed on the user terminal
How to provide marketing services.
The method of claim 3,
The performance conditions are:
Whether you are a registered customer of a predetermined service, a registered customer of friend recommendation, a non-face-to-face account opening customer, a counter-trading customer, whether you have a specific stock item, whether you have transaction details on a specific day, or whether you have a predetermined level or higher. Included
How to provide marketing services.
The method of claim 3,
The corresponding message,
Provided to the user terminal through a notification or a separate message,
The connection screen is previously installed on the user terminal and provided through an application controlled by the server.
How to provide marketing services.
The method of claim 2,
The above scenario operates in connection with another previously registered scenario,
The other scenarios are sequentially performed following the previously performed scenario, when a predetermined execution condition is satisfied,
The linkage condition is consistent with the execution condition.
How to provide marketing services.
The method of claim 1,
The step of selecting the scenario,
Calculate a matching rate between a plurality of evaluation elements included in a plurality of scenarios previously registered in the server, the management information related to the user account, the customer information, and the behavior information,
Including selecting one or more scenarios with the highest calculated matching rate
How to provide marketing services.
The method of claim 7,
The step of selecting the scenario,
Receive marketing results for customers with similar conditions in the past,
Assigning a weight to a scenario in which the marketing performance is higher than a predetermined reference value, and selecting a scenario to be performed based on a final matching rate calculated by reflecting the weight
How to provide marketing services.
The method of claim 7,
The management information includes transaction history information, access history information, conclusion information, account information, basic customer information, or customer statistics information of the user,
The behavioral information includes a log-in request, an order request, an account opening request, or an account conversion request.
How to provide marketing services.
The method of claim 1,
The pre-registered scenario,
It is managed and created by a big data analyzer provided in the server,
The big data analyzer,
Collect behavioral information, transaction information, customer information and external investment information for multiple users collected in real time or non-real time,
Receiving a process previously performed by the server and customer satisfaction for the plurality of users,
A new scenario is created by merging the data related to the process with the customer satisfaction higher than a predetermined standard,
Including storing the generated scenario in a database and using it as the pre-registered scenario
How to provide marketing services.

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