KR20210030134A - Method and system for analyzing advertising synergy - Google Patents

Abstract

Disclosed are an advertisement synergy effect analyzing method and a system thereof. According to one embodiment, the analyzing method comprises the steps of: setting an experimental group including users exposed to the target advertisement; setting a control group including users not exposed to the target advertisement; measuring at least one of the number and ratio of users showing a predetermined follow-up action for each of the experimental group and the control group; and providing information on at least one of the measured number and ratio of users.

Description

Advertising synergy effect analysis method and system {METHOD AND SYSTEM FOR ANALYZING ADVERTISING SYNERGY}

The following description relates to an advertisement synergy effect analysis method and system.

In general advertising technology, an advertisement's exposure performance is based on impressions, clicks, and/or conversions for arbitrary advertisements. For example, Korean Patent Laid-Open No. 10-2011-0075469 relates to an advertisement effect analysis system using integrated log data and a control method thereof. A terminal that displays advertisements and receives user reactions through it. And advertisement contents are provided to a terminal, and when a user's reaction is received from the terminal, an advertisement providing server that generates integrated log data based on this and provides it to the server is disclosed.

However, in this general advertisement technology, only users who responded to the exposed advertisement are analyzed, so the effect of the advertisement on users who were exposed to the advertisement but did not respond to the advertisement could not be grasped. In addition, in general advertising technology, it is not possible to grasp the difference in the advertising effect between users exposed to the advertisement, users who responded to the advertisement, and users who are not exposed to the advertisement.

In addition, in general advertising technology, only individual performance of the advertisement can be measured based on the user's reaction to the exposed advertisement, and the effect of the advertisement on other advertisements or other services executed by the same brand cannot be grasped. .

An experimental group including users exposed to the target advertisement and a control group including users who visited the same page but exposed to other advertisements are set, and information on the number and/or ratio of users showing follow-up behaviors of the experimental group and the control group, respectively. It provides an analysis method and system that can be provided.

A method for analyzing a computer device including at least one processor, the method comprising: setting, by the at least one processor, an experiment group including users exposed to a target advertisement; Setting, by the at least one processor, a control group including users who are not exposed to the target advertisement; Measuring, by the at least one processor, for each of the experimental group and the control group, at least one of the number and ratio of users showing a predetermined follow-up behavior; And providing, by the at least one processor, information on at least one of the measured number and ratio of users.

According to one side, the step of setting the control group comprises extracting users to correspond to the number of users according to at least one of the sex and age group of the experimental group from among users not exposed to the target advertisement, and setting the control group. can do.

According to another aspect, the measuring may include at least one of a first number and a first ratio of users who searched for a keyword related to the target advertisement among users of the experiment group, and the target advertisement among users of the control group. It may be characterized in that at least one of a second number and a second ratio of users searching for a related keyword is measured.

According to another aspect, the measuring may include a first number and a first ratio of users of the experimental group who select a search advertisement executed by a brand of the target advertisement provided through a keyword related to the target advertisement. It may be characterized in that at least one and at least one of a second number and a second ratio of users who select a search advertisement provided through a keyword related to the target advertisement among users of the control group.

According to another aspect, the measuring may include at least one of a first number and a first ratio of users who select a brand product related to the target advertisement in shopping among users of the experiment group, and among users of the control group. It may be characterized in that at least one of a second number and a second ratio of users who select a product of a brand related to the target advertisement in shopping is measured.

According to another aspect, the measuring may include a first number and a first number of users of the experiment group who purchase a brand product related to the target advertisement using a payment means of a medium that exposes the target advertisement. Measuring at least one of a second number and a second ratio of users who purchase a product of a brand related to the target advertisement using at least one of the ratios and a payment means of a medium that exposes the target advertisement among users of the control group It can be characterized by that.

According to another aspect, users included in the experimental group and the control group may be identified according to a login ID-based value used in the medium using log data of a medium that exposes the target advertisement.

According to another aspect, the measuring may include tracking users showing the preset follow-up behavior for each value based on the login ID.

According to another aspect, the setting of the experiment group includes selecting the target advertisement among users exposed to the target advertisement and a first experiment group including users who select the target advertisement among users exposed to the target advertisement. In the step of setting at least one of the second experimental groups including users other than users, and the measuring, the first number of users showing the predetermined follow-up behavior with respect to at least one of the first experimental group and the second experimental group And at least one of the first ratio, and a second number and a second ratio of users showing the preset follow-up behavior with respect to the control group.

According to another aspect, the providing comprises: a first comparison result between the first number of users measured for the experimental group and the second number of users measured for the control group, and the first number of users measured for the experimental group. It may be characterized in that the users measured for the first ratio and the control group provide at least one comparison result of the second comparison result between the second ratio.

In combination with a computer device, there is provided a computer program stored on a computer-readable recording medium for executing the method on the computer device.

A computer-readable recording medium in which a program for executing the method is recorded on a computer device is provided.

Including at least one processor embodied to execute a command readable in a computer, by the at least one processor, set up an experiment group including users exposed to the target advertisement, including users who are not exposed to the target advertisement To set a control group, measure at least one of the number and ratio of users showing a preset follow-up behavior for each of the experimental group and the control group, and provide information on at least one of the measured number and ratio of users It provides a computer device, characterized in that.

An experimental group including users exposed to the target advertisement and a control group including users who visited the same page but exposed to other advertisements are set, and information on the number and/or ratio of users showing follow-up behaviors of the experimental group and the control group, respectively. By providing, it is possible to analyze the advertising effect and synergy effect on the target advertisement.

The first experimental group including users who selected (for example, click) the target advertisement among users exposed to the target advertisement for the experimental group, and the other users except for the users who selected the target advertisement among users exposed to the target advertisement (for example, , By setting at least one of the second experimental group including users who were exposed to the target advertisement but did not click), the advertisement effect and synergy effect by the users who selected the target advertisement, and the users who were exposed to the target advertisement but did not select Advertising effects and synergies can be identified by dividing them.

1 is a diagram showing an example of a network environment according to an embodiment of the present invention.
2 is a block diagram showing an example of a computer device according to an embodiment of the present invention.
3 is a flowchart illustrating an example of an analysis method according to an embodiment of the present invention.
4 is a diagram showing an example of setting an experimental group and a control group in an embodiment of the present invention.
5 is a diagram showing an example of analysis results for an experimental group and a control group according to an embodiment of the present invention.

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

The analysis system according to the embodiments of the present invention may be implemented by at least one computer device, and the analysis method according to the embodiments of the present invention may be performed by at least one computer device included in the analysis system. . In this case, a computer program according to an embodiment of the present invention may be installed and driven in the computer device, and the computer device may perform the analysis method according to the embodiments of the present invention under control of the driven computer program. The above-described computer program may be combined with a computer device and stored in a computer-readable recording medium to execute the analysis method on a computer.

1 is a diagram showing an example of a network environment according to an embodiment of the present invention. The network environment of FIG. 1 shows an example including a plurality of electronic devices 110, 120, 130, and 140, a plurality of servers 150 and 160, and a network 170. 1 is an example for explaining the invention, and the number of electronic devices or servers is not limited as in FIG. 1. In addition, the network environment of FIG. 1 is only for describing one example of environments applicable to the embodiments, and the environment applicable to the embodiments is not limited to the network environment of FIG. 1.

The plurality of electronic devices 110, 120, 130, and 140 may be a fixed terminal implemented as a computer device or a mobile terminal. Examples of the plurality of electronic devices 110, 120, 130, and 140 include smart phones, mobile phones, navigation, computers, notebook computers, digital broadcasting terminals, personal digital assistants (PDAs), and portable multimedia players (PMPs). ), tablet PC, etc. As an example, in FIG. 1, the shape of a smartphone is shown as an example of the electronic device 110, but in the embodiments of the present invention, the electronic device 110 is substantially different through the network 170 using a wireless or wired communication method. It may mean one of various physical computer devices capable of communicating with the electronic devices 120, 130, and 140 and/or the servers 150 and 160.

The communication method is not limited, and not only a communication method using a communication network (for example, a mobile communication network, a wired Internet, a wireless Internet, a broadcasting network), but also a short-range wireless communication between devices may be included. For example, the network 170 includes a personal area network (PAN), a local area network (LAN), a campus area network (CAN), a metropolitan area network (MAN), a wide area network (WAN), and a broadband network (BBN). And any one or more of networks such as the Internet. In addition, the network 170 may include any one or more of a network topology including a bus network, a star network, a ring network, a mesh network, a star-bus network, a tree or a hierarchical network, etc. Not limited.

Each of the servers 150 and 160 is a computer device or a plurality of computers that communicates with a plurality of electronic devices 110, 120, 130, and 140 through a network 170 to provide commands, codes, files, contents, services, etc. It can be implemented with devices. For example, the server 150 provides a service to a plurality of electronic devices 110, 120, 130, and 140 connected through the network 170 (for example, a group call service (or voice conference service), a messaging service, It may be a system that provides a mail service, a social network service, a map service, a translation service, a financial service, a payment service, a search service, a content providing service, etc.).

2 is a block diagram showing an example of a computer device according to an embodiment of the present invention. Each of the plurality of electronic devices 110, 120, 130, and 140 described above or each of the servers 150 and 160 may be implemented by the computer device 200 illustrated in FIG. 2.

As shown in FIG. 2, the computer device 200 may include a memory 210, a processor 220, a communication interface 230, and an input/output interface 240. The memory 210 is a computer-readable recording medium and may include a permanent mass storage device such as a random access memory (RAM), a read only memory (ROM), and a disk drive. Here, a non-destructive large-capacity recording device such as a ROM and a disk drive may be included in the computer device 200 as a separate permanent storage device separate from the memory 210. In addition, an operating system and at least one program code may be stored in the memory 210. These software components may be loaded into the memory 210 from a computer-readable recording medium separate from the memory 210. Such a separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, a disk, a tape, a DVD/CD-ROM drive, and a memory card. In another embodiment, software components may be loaded into the memory 210 through a communication interface 230 other than a computer-readable recording medium. For example, software components may be loaded into the memory 210 of the computer device 200 based on a computer program installed by files received through the network 170.

The processor 220 may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input/output operations. The command may be provided to the processor 220 by the memory 210 or the communication interface 230. For example, the processor 220 may be configured to execute a command received according to a program code stored in a recording device such as the memory 210.

The communication interface 230 may provide a function for the computer device 200 to communicate with other devices (eg, storage devices described above) through the network 170. For example, a request, command, data, file, etc., generated by the processor 220 of the computer device 200 according to a program code stored in a recording device such as the memory 210, is transmitted to the network ( 170) can be transferred to other devices. Conversely, signals, commands, data, files, etc. from other devices may be received by the computer device 200 through the communication interface 230 of the computer device 200 via the network 170. Signals, commands, data, etc. received through the communication interface 230 may be transmitted to the processor 220 or the memory 210, and the file, etc. may be a storage medium (described above) that the computer device 200 may further include. Permanent storage).

The input/output interface 240 may be a means for an interface with the input/output device 250. For example, the input device may include a device such as a microphone, a keyboard, or a mouse, and the output device may include a device such as a display or a speaker. As another example, the input/output interface 240 may be a means for interfacing with a device in which input and output functions are integrated into one, such as a touch screen. The input/output device 250 may be configured with the computer device 200 and one device.

Further, in other embodiments, the computer device 200 may include fewer or more components than the components of FIG. 2. However, there is no need to clearly show most of the prior art components. For example, the computer device 200 may be implemented to include at least some of the input/output devices 250 described above, or may further include other components such as a transceiver and a database.

3 is a flowchart illustrating an example of an analysis method according to an embodiment of the present invention. The analysis method according to the present embodiment may be included in, for example, a server providing a medium or may be performed by the computer device 200 communicating with the server. In this case, the processor 220 of the computer device 200 may be implemented to execute a code of an operating system included in the memory 210 or a control instruction according to the code of at least one computer program. Here, the processor 220 may cause the computer device 200 to perform the steps 310 to 340 included in the method of FIG. 3 according to a control command provided by the code stored in the computer device 200. Can be controlled.

In step 310, the computer device 200 may set up an experiment group including users exposed to the target advertisement. In one embodiment, the experimental group includes users who visit the same page (for example, the first screen of the medium (the first screen of the web page and the mobile page)) where the target advertisement is displayed at the same time (for example, a preset period of one month). Can include.

In step 320, the computer device 200 may set a control group including users who are not exposed to the target advertisement. In one embodiment, the control group may include users who visit the same space on which advertisements other than the target advertisement are displayed at the same time as the experimental group. In other words, an exposed group for the target advertisement may be set as an experimental group, and a non-exposed group for the target advertisement may be set as a control group.

In this case, the computer apparatus 200 may extract users from among users who are not exposed to the target advertisement according to the number of users according to at least one of the sex and age group of the experiment group and set the control group. For example, the control group may be set such that the number of women in their 20s in the experimental group and the number of women in their 20s in the control group, and the number of women in their 30s in the experimental group and the number of women in their 30s in the control group are the same.

In addition, the computer device 200 may identify users according to a login ID-based value used in the corresponding medium by using log data of a medium that exposes the target advertisement, and may encrypt and process if necessary. In other words, users included in the experimental group and users included in the control group may be identified according to the login ID-based value of the medium. In this case, unlike a sample survey in which some users are sampled or a survey with low accuracy is conducted through a questionnaire or the like, it may mean that a total survey of all users who visited the same page of the media in the same period is possible. In addition, in the case of a browser cookie, since one user terminal can be used by several people, a more accurate investigation is possible by identifying a user other than the user terminal.

As such, it can be seen that the users classified into the experimental group and the control group according to the present embodiment have a completely different meaning from users who simply responded to the target advertisement or users who did not respond to the target advertisement.

In step 330, the computer device 200 may measure at least one of the number and ratio of users showing a preset follow-up behavior for each of the experimental group and the control group. The follow-up behavior of users can be classified as follows (1) to (4), as an example.

(1) Search for keywords related to the target advertisement

(2) Select a search advertisement provided through a keyword related to the target advertisement (for example, click a search advertisement provided in a PC environment with a mouse or touch an area where a search advertisement is displayed in a mobile environment)

(3) Select the branded product related to the target advertisement (for example, click the product displayed area in the PC environment with the mouse, touch the product displayed area in the mobile environment, or select a shopping product)

(4) Purchase of branded products related to the target advertisement (for example, purchases are made using the media's payment method)

Hereinafter, for convenience of explanation, the case of selecting a search advertisement executed by the brand of the target advertisement provided through a keyword related to the target advertisement in (2) will be described as an example.

Regarding the follow-up action (1), the computer device 200 includes at least one of the number 1 and the ratio 1 of users who searched for a keyword related to the target advertisement among users of the experimental group, and a keyword related to the target advertisement among users of the control group. At least one of the number 2 and the ratio 2 of users who searched for may be measured. The difference between the number 1 and the number 2 and/or the difference between the ratio 1 and the ratio 2 may mean a net effect contributed by the target advertisement in making users search for keywords related to the target advertisement.

Regarding the follow-up action (2), the computer device 200 searches for keywords related to the target advertisement among users of the experimental group, and then selects the search advertisement executed by the brand of the target advertisement. At least one and at least one of the number 4 and the ratio 4 of users who select a search advertisement provided through a keyword related to the target advertisement among users of the control group may be measured. The difference between the number 3 and the number 4 and/or the difference between the ratio 3 and the ratio 4 may mean the net effect of the target advertisement in making users select a search advertisement provided through a keyword related to the target advertisement.

Regarding the follow-up action (3), the computer device 200 is at least one of the number 5 and the ratio 5 of the users who select the product of the brand related to the target advertisement in the shopping among the users of the experimental group, and in the shopping among the users of the control group. At least one of the number 6 and the ratio 6 of users who select a product of a brand related to the target advertisement may be measured. This difference between the number 5 and the number 6 and/or the difference between the ratio 5 and the ratio 6 may mean the net effect of the target advertisement in making users select a product of the brand related to the target advertisement.

Regarding the follow-up action (4), the computer device 200 is the number 7 and the ratio of 7 users who purchase brand products related to the target advertisement using the payment method of the medium that exposes the target advertisement among the users of the experiment group. At least one and at least one of the number 8 and the ratio 8 of users who purchase products of a brand related to the target advertisement may be measured using a payment method of a medium that exposes the target advertisement among users of the control group. The difference between the number 7 and the number 8 and/or the difference between the ratio 7 and the ratio 8 may mean the net effect of the target advertisement in making users purchase products of the brand related to the target advertisement.

As such, the analysis method according to embodiments of the present invention does not simply measure the effect of individual advertisements through exposure, click, conversion, etc. of individual advertisements, but It can provide a framework for analyzing the synergy effect between advertisements that affect service (purchase) and between advertisements and services. In other words, the exposure effect of the targeted advertisement is not limited to the impressions, clicks, and conversions analyzed for individual advertisements, but rather by interest in the brand, selection of other advertisements of that brand, and purchase of the product of that brand. It will be possible to prove in a quantitative number that it follows.

In step 340, the computer device 200 may provide information on the measured ratio. For example, the computer device 200 may provide information on the measured ratio to an advertiser and/or an advertising agency of a target advertisement. According to the embodiment, the computer device 200 is used in the first comparison result between the first number of users measured for the experimental group and the second number of users measured for the control group, and the first ratio of users measured for the experimental group and the control group. The measured users may provide at least one comparison result among the second comparison results between the second ratios.

On the other hand, in the embodiment of FIG. 3, an experimental group including users exposed to the target advertisement was used, but the experimental group included users who selected the target advertisement among users exposed to the target advertisement, and a user exposed to the target advertisement. Among them, it may be set to at least one of the second experimental group including users other than users who have selected the target advertisement. In this case, the computer device 200 includes a first ratio of users who show the predetermined follow-up behavior with respect to at least one of the first experiment group and the second experiment group in step 330 and the users who show a preset follow-up behavior with respect to the control group. The second ratio can be measured. If, in the case of using both the first and second experimental groups, the computer device 200 is at least one of the 1-1 number and 1-1 ratio of users who show a predetermined follow-up behavior with respect to the first experiment group, and At least one of a 1-2 number and a 1-2 ratio of users who show a predetermined follow-up behavior for the second experiment group may be measured. In addition, the computer device 200 may measure at least one of a second number and a second ratio of users showing a predetermined follow-up behavior with respect to the control group. In this case, the comparison between the 1-1 number and the second number, the comparison between the 1-2 number and the second number, the comparison between the 1-1 ratio and the second ratio, and between the 1-2 ratio and the second ratio Through the comparison, the synergistic effect of the target advertisement for each of the first and second experimental groups can be obtained as a quantitative value. Here, as the experimental group is divided into a first experimental group and a second experimental group, a first control group for the first experimental group and a second control group for the second experimental group may be set, respectively. As described above, the control group may be set by extracting users to correspond to the number of users according to at least one of the sex and age group of the experimental group from among users who are not exposed to the target advertisement. In other words, the first control group may be set by extracting users to correspond to the number of users according to at least one of the sex and age group of the first experimental group, and the second control group is a user according to at least one of the sex and age group of the second experimental group. It can be set by extracting users to correspond to the number. For example, the computer device 200 shows at least one of the 1-1 number and 1-1 ratio of users who show a preset follow-up behavior for the first experimental group, and a preset follow-up behavior for the second experimental group. At least one of a 1-2 number and a 1-2 ratio of users may be measured. In addition, the computer device 200 includes at least one of the 2-1 number and the 2-1 ratio of users showing a preset follow-up behavior with respect to the first control group, and of users showing a preset follow-up behavior with respect to the second control group. At least one of the 2-2 number and the 2-2 ratio may be measured. In this case, the synergy effect of the target advertisement for the first experimental group can be obtained as a quantitative value through comparison between the number 1-1 and the number 2-1, and the comparison between the number 1-1 and the ratio 2-1. The synergy effect of the target advertisement for the second experimental group can be obtained as a quantitative value through the comparison between the 1-2 numbers and the 2-2 numbers, and the comparison between the 1-2-2 ratio and the 2-2 ratio. I can.

4 is a diagram showing an example of setting an experimental group and a control group in an embodiment of the present invention. 4 is a condition 410 for setting the experimental group and the control group, and whether the main display advertisement B of the brand A exposed on the first screen of the medium in mobile and PC for a specific period (for example, the last 1 month) is exposed is set. It shows an example. In other words, among all visitors to the first screen of the medium in the last one month, users exposed to the main display advertisement B of the brand A may be set as the experimental group 420, and the first screen of the medium in the last one month Among all visitors to Korea, users who are not exposed to the main display advertisement B of the brand A may be set as the control group 430.

At this time, in order to configure the users of the control group 430 as users who are as similar as possible to the users of the experimental group 420, the number of users by sex and age of the control group 430 is equal to the number of users by sex and age of the experimental group 420. A control 430 can be set. In other words, in this embodiment, the experimental group 420 may include all users exposed to the main display advertisement B of the brand A among all visitors to the first screen of the medium for the last one month, and the control group 430 May include the same number of users as the number of users in the experimental group 420 among users who have not been exposed to the main display advertisement B of the brand A among all visitors to the first screen of the medium in the last month.

In this case, the computer device 200 may measure the ratio of users who show a predetermined follow-up behavior for each of the experimental group 420 and the control group 430.

Table 1 below shows an example of confirming the level in which the exposure of the main display advertisement B of the brand A influenced the search volume of the keyword related to the brand A.

brand group Demo Number of users (a) Related Keywords
Number of searchers (b) Search response rate (C) Increase/decrease rate A Experimental group F1 377,008 25,495 6.8% 140.7% F2 1,352,311 132,806 9.8% 85.6% F3 1,749,743 135,809 7.8% 120.8% F4 1,528,179 66,761 4.4% 196.6% F5 617,853 13,281 2.1% 197.8% F6 173,704 4,008 2.3% 276.2% M1 266,050 30,987 11.6% 149.1% M2 1,156,169 138,934 12.0% 126.6% M3 1,659,767 166,912 10.1% 151.9% M4 1,430,440 56,822 4.0% 212.2% M5 746,135 10,981 1.5% 178.9% M6 275,029 3,227 1.2% 255.1% all 11,332,388 786,023 6.9% 134.8% brand group Demo Number of users
(d) Related keyword searchers (e) Search response rate (f) A Control F1 377,008 10,594 2.8% F2 1,352,311 71,537 5.3% F3 1,749,743 61,506 3.5% F4 1,528,179 22,509 1.5% F5 617,853 4,460 0.7% F6 173,704 1,065 0.6% M1 266,050 12,440 4.7% M2 1,156,169 61,310 5.3% M3 1,659,767 66,251 4.0% M4 1,430,440 18,198 1.3% M5 746,135 3,937 0.5% M6 275,029 909 0.3% all 11,332,388 334,715 3.0%

In Table 1, F1 to F6 may each mean a female in their teens to a female in their 60s, and similarly, M1 to M6 can mean a male in their teens to a male in their 60s, respectively. At this time, it can be seen that the number of users in the experimental group (a) is the same for each of the number of users in the control group (d) and age and sex. Here, the number of searchers in the experimental group (b) is 786,023, which is more than 334,715, the number of searchers in the control group (e), 451,308. This is because the other conditions are set as similar as possible, so the main display advertisement B of brand A is exposed. It can be recognized as a pure effect of being. In addition, the total search response rate of the experimental group was 6.9%, showing an increase or decrease of 134.8% compared to the 3.0% total search response rate of the control group. As such, it is possible to quantify how the exposure of brand A's main display advertisement B affects brand A's related keyword search volume. Similarly, for other follow-up actions, brand A's main display advertisement The synergistic effect of exposure to B can be confirmed. For example, the synergy effect of how the exposure of brand A's main display advertisement B affects the selection or purchase of other advertisements (search advertisements and/or shopping) can be analyzed and provided in quantitative numbers. .

In fact, as a result of analyzing the synergy effect of main display advertisements for 24 brands in 9 industries, without exception, the experimental group searched for keywords related to the brand more than the control group, and clicked more search advertisements executed by the corresponding brand. , It was confirmed that more clicks on the products of the corresponding brand exposed in shopping, and purchases more products of the corresponding brand by using the payment method of the corresponding medium.

5 is a diagram showing an example of analysis results for an experimental group and a control group according to an embodiment of the present invention. In FIG. 5, an experiment group and a control group are set for 24 brands of 9 industries, and the number and ratio of users who show the follow-up behavior of (1) to (4) described above for each of the set experimental group and control group are measured and compared, respectively. An example is shown. In FIG. 5, it is shown that users who viewed the main display advertisement of a corresponding brand had an average probability of searching for a keyword related to a corresponding brand by 57%, that is, about 1.6 times higher than that of users who did not see the main display advertisement of the corresponding brand. Converting this into the number of unique users, it indicates that 50,020 people searched for more brand-related keywords as they saw the main display advertisement of the brand. In addition, users who select a search advertisement executed by the brand of the target advertisement provided through a keyword related to the target advertisement, users who select a product of the brand related to the target advertisement in shopping, and the target advertisement using a payment method of the media. It can be seen that the users who purchased products of the brand related to are also significantly higher in the experimental group than the control group.

As described above, according to embodiments of the present invention, an experimental group including users exposed to the target advertisement and a control group including users who visited the same page but exposed to other advertisements are set, and follow-up actions of the experimental group and the control group are performed. By providing information on the number and/or ratio of visible users, it is possible to analyze the advertising effect and synergy effect on the target advertisement. In addition, the first experimental group including users who selected (for example, click) the target advertisement among users exposed to the target advertisement in the experimental group, and the other users except for users who selected the target advertisement among users exposed to the target advertisement ( For example, by setting at least one of the second experimental group including users who were exposed to the target advertisement but did not click), the advertisement effect and synergy effect by the users who selected the target advertisement, and the users exposed to the target advertisement but not selected The advertisement effect and the synergy effect by can be classified and grasped.

The system or device described above may be implemented as a hardware component or a combination of a hardware component and a software component. For example, the devices and components described in the embodiments are, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA). , A programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions, such as one or more general purpose computers or special purpose computers. The processing device may execute an operating system (OS) and one or more software applications executed on the operating system. Further, the processing device may access, store, manipulate, process, and generate data in response to the execution of software. For the convenience of understanding, although it is sometimes described that one processing device is used, one of ordinary skill in the art, the processing device is a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that it may include. For example, the processing device may include a plurality of processors or one processor and one controller. In addition, other processing configurations are possible, such as a parallel processor.

The software may include a computer program, code, instructions, or a combination of one or more of these, configuring the processing unit to operate as desired or processed independently or collectively. You can command the device. Software and/or data may be interpreted by a processing device or, to provide instructions or data to a processing device, of any type of machine, component, physical device, virtual equipment, computer storage medium or device. Can be embodyed. The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored on one or more computer-readable recording media.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, etc. alone or in combination. The medium may be one that continuously stores a program executable by a computer, or temporarily stores a program for execution or download. In addition, the medium may be a variety of recording means or storage means in a form in which a single piece of hardware or several pieces of hardware are combined, but is not limited to a medium directly connected to a computer system, but may be distributed on a network. Examples of media include magnetic media such as hard disks, floppy disks and magnetic tapes, optical recording media such as CD-ROMs and DVDs, magneto-optical media such as floptical disks, And ROM, RAM, flash memory, and the like may be configured to store program instructions. In addition, examples of other media include an app store that distributes applications, a site that supplies or distributes various software, and a recording medium or a storage medium managed by a server. Examples of program instructions include not only machine language codes such as those produced by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like.

As described above, although the embodiments have been described by the limited embodiments and drawings, various modifications and variations are possible from the above description to those of ordinary skill in the art. For example, the described techniques are performed in a different order from the described method, and/or components such as systems, structures, devices, circuits, etc. described are combined or combined in a form different from the described method, or other components Alternatively, even if substituted or substituted by an equivalent, an appropriate result can be achieved.

Therefore, other implementations, other embodiments, and equivalents to the claims also fall within the scope of the following claims.

Claims (18)

In the method of analyzing a computer device including at least one processor,
Setting, by the at least one processor, an experiment group including users exposed to a target advertisement;
Setting, by the at least one processor, a control group including users who are not exposed to the target advertisement;
Measuring, by the at least one processor, for each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up behavior; And
Providing, by the at least one processor, information on at least one of the measured number and ratio of users
Analysis method comprising a. The method of claim 1,
The step of setting the control group,
An analysis method, characterized in that, among users not exposed to the target advertisement, the control group is set by extracting users to correspond to the number of users according to at least one of the sex and age group of the experimental group. The method of claim 1,
The measuring step,
At least one of a first number and a first ratio of users who searched for a keyword related to the target advertisement among users of the experimental group, and a second number of users who searched for a keyword related to the target advertisement among users of the control group, and Analysis method, characterized in that measuring at least one of the second ratio. The method of claim 1,
The measuring step,
Among the users of the experiment group, at least one of a first number and a first ratio of users who selected a search advertisement executed by the brand of the target advertisement provided through a keyword related to the target advertisement, and the target among users of the control group An analysis method comprising measuring at least one of a second number and a second ratio of users who select search advertisements provided through keywords related to advertisements. The method of claim 1,
The measuring step,
Among the users of the experimental group, at least one of a first number and a first ratio of users who select a product of a brand related to the target advertisement in shopping, and a product of a brand related to the target advertisement among users of the control group is selected during shopping. An analysis method, characterized in that measuring at least one of a second number and a second ratio of users. The method of claim 1,
The measuring step,
At least one of a first number and a first ratio of users who purchase a product of a brand related to the target advertisement among users of the experiment group, and a number of users who purchase a product of a brand related to the target advertisement among users of the control group Analysis method, characterized in that measuring at least one of the number 2 and the second ratio. The method of claim 1,
The analysis method, characterized in that the users included in the experimental group and the control group are identified according to a value based on a login ID used in the medium using log data of a medium that exposes the target advertisement. The method of claim 7,
The measuring step,
And tracking users showing the preset follow-up behavior for each value based on the login ID. The method of claim 1,
The step of setting the experimental group,
At least one of a first experiment group including users who select the target advertisement among users exposed to the target advertisement and a second experiment group including users other than users who select the target advertisement among users exposed to the target advertisement And set
The step of setting the control group,
Among the users not exposed to the target advertisement, the first control group including users extracted to correspond to the number of users according to at least one of the sex and age group of the first experimental group, and among users not exposed to the target advertisement, the first control group 2 Set at least one of the second control groups including users extracted to correspond to the number of users according to at least one of the sex and age group of the experimental group,
The measuring step,
For at least one of the first number and the first ratio of users showing the preset follow-up behavior for at least one of the first and second experimental groups, and at least one of the first control group and the second control group, the group An analysis method comprising measuring at least one of a second number and a second ratio of users showing a set follow-up behavior. The method of claim 1,
The providing step,
The first comparison result between the first number of users measured for the experimental group and the second number of users measured for the control group, and the first ratio of users measured for the experimental group and the users measured for the control group were determined. An analysis method comprising providing at least one comparison result among the second comparison results between the two ratios. A computer program combined with a computer device and stored on a computer-readable recording medium for executing the method of any one of claims 1 to 10 on a computer device. A computer-readable recording medium having a computer program recorded thereon for executing the method of any one of claims 1 to 10 on a computer device. At least one processor implemented to execute computer-readable instructions
Including,
By the at least one processor,
Set up an experiment group that includes users exposed to the target advertisement,
Set a control group including users who are not exposed to the target advertisement,
For each of the experimental group and the control group, at least one of the number and ratio of users showing a preset follow-up behavior is measured,
Providing information on at least one of the measured number and ratio of users
Computer device, characterized in that. The method of claim 13,
By the at least one processor,
To set the control group by extracting users to correspond to the number of users according to at least one of the sex and age group of the experimental group from among users who are not exposed to the target advertisement
Computer device, characterized in that. The method of claim 13,
By the at least one processor,
At least one of a first number and a first ratio of users who searched for a keyword related to the target advertisement among users of the experimental group, and a second number of users who searched for a keyword related to the target advertisement among users of the control group, and Measuring at least one of the second ratios
Computer device, characterized in that. The method of claim 13,
By the at least one processor,
Among the users of the experiment group, at least one of a first number and a first ratio of users who selected a search advertisement executed by the brand of the target advertisement provided through a keyword related to the target advertisement, and the target among users of the control group Measuring at least one of a second number and a second ratio of users who select search advertisements provided through keywords related to advertisements
Computer device, characterized in that. The method of claim 13,
By the at least one processor,
Among users of the experimental group, at least one of a first number and a first ratio of users who select a product of a brand related to the target advertisement in shopping, and a product of the brand related to the target advertisement in shopping among users of the control group Measuring at least one of a second number and a second percentage of selected users
Computer device, characterized in that. The method of claim 13,
By the at least one processor,
At least one of a first number and a first ratio of users who purchase a product of a brand related to the target advertisement among users of the experiment group, and a user who purchases a product of a brand related to the target advertisement among users of the control group Measuring at least one of a second number and a second ratio of
Computer device, characterized in that.

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