KR20210044501A - Integrated performance marketing dashboard providing system and method thereof - Google Patents

Abstract

The present invention provides a system for providing an integrated performance marketing dashboard, in which instead of independently accessing and managing marketing dashboards prepared for each of the plurality of channels to collect data for performance marketing and change advertisement policies, marketing dashboard information for each of the plurality of channels are collectively checked and a marketing dashboard for each channel is automatically corrected for desired modifications in an integrated dashboard, so that marketer convenience is increased and support for batch management of the plurality of channels or establishment of an integrated advertisement policy is provided, and a method thereof. According to the present invention, the system provides an integrated performance marketing dashboard service for collectively checking entire advertisement execution status for a plurality of channels providing advertisement-related dashboards and allowing specific advertisement execution for each channel to be performed in one dashboard, thereby providing effects of increasing marketer convenience, providing decision support information for establishing an overall advertisement policy, and easily applying the advertisement policy corresponding thereto to each channel. The system comprises a virtual browser server and a service server.

Description

Integrated performance marketing dashboard providing system and method thereof

The present invention relates to a system and method for providing an integrated performance marketing dashboard. In particular, in order to collect data for performance marketing and change advertisement policies, the present invention provides multiple channels in an integrated dashboard instead of independently accessing and managing marketing dashboards provided for each channel. To increase the convenience of marketers by checking the marketing dashboard information for each channel and automatically modifying the marketing dashboard for each channel for desired modifications, support for batch management of multiple channels or the establishment of an integrated advertising policy is possible. It is to provide an integrated performance marketing dashboard providing system and method.

With the explosive increase of various advertisement targets, advertisement techniques, and advertisement channels, performance marketing that seeks to make advertisement execution decisions by confirming accurate advertisement effect with data instead of traditional advertisement methods that are difficult to clearly confirm advertisement efficiency. Interest in this is increasing.

Performance marketing is a marketing methodology that develops, verifies, and improves hypotheses about companies and products by using data accumulated in online and offline channels.In recent years, it is actively used in online marketing that can accurately track the behavior of various media and customers. Has become.

Therefore, in recent years, it is not important to what target the advertisement is exposed through which channel, but a marketing strategy is established so that it is exposed in an appropriate manner at an appropriate time that can lead to customer interest and sales.

As such online-based performance marketing techniques are in the spotlight, various portals and social media are providing marketing dashboards as a web-based performance marketing analysis tool for such performance marketing.

For example, services such as Google ads, Naver keyword ads, Facebook ads, and Instagram ads provide advertising data for each channel in a dashboard format that can be used for performance marketing.

For example, in the case of the Facebook advertisement dashboard, it is possible to set specific targets for each advertisement material and for which targets to be executed, and provides various indicators for each category (material/target/target).

In the case of Google, through the well-known Google Analytics dashboard, it is possible to check various indicators such as which channels customers have accessed, average customer page views, number of purchases, and conversion values, and provides various analysis methods including cohort analysis. , It also provides a function (Multi Channel Funnel) that tracks all purchases through multiple channels and channels. In this multi-channel analysis, even when a customer first encounters an advertisement in a specific channel, examines the product through several different channels, and purchases the product through advertisements in another channel, both the contribution and path of each channel can be checked. have.

However, in each of these cases, in order to analyze the customer's web use, it is necessary to insert a script code to generate and check cookies, or to install a software development kit (SDK), and for each of a plurality of channels (subjects providing advertisement services). There is an inconvenience of having to access and manage each provided dashboard.

In particular, since multiple channels are in competition with each other, the indicators provided for the same result may be different (e.g., when a user who accessed through multiple channels purchases a product, each channel has its own ad It is difficult to analyze each of them based on the same criteria, as each independently provides a dashboard with its own analysis method and setting method applied. It is very inconvenient to reflect it very much. Furthermore, since analysis methods and indicators provided for each channel are often different, and additional functions are also different for each channel, it is difficult to consider all of them to establish an overall performance marketing policy.

On the other hand, among channels that provide advertisement services, an API (Application Programming Interface) that can check the contents of the dashboard and provide some advertisement execution information is provided. Instead of manually managing it, it is possible to fetch dashboard contents from other applications through APIs and modify ad execution settings. However, among the indicators provided for each channel, the indicators that are not provided through the API cannot be collected, and if the result needs to be checked after executing or analyzing a specific function, it cannot be collected simply through the API and must be Since it can be checked through the board, when an integrated dashboard is developed using such a channel providing API, there is a problem that performance is limited because only limited and basic indicators can be checked.

Therefore, there is a problem that professional marketers can collect and manage the desired level of data only by using the dashboard for each channel, so the budget setting, period setting, and campaign setting are manually modified after accessing the dashboard of each channel. Also, it takes a lot of time, and the overall planning, modification, and optimization take a lot of time, which in turn increases the cost that is consumed inefficiently.

Korean Patent Registration No. 10-1703742, [User-based zapping advertisement analysis and provision system] Korean Patent Application Publication No. 10-1295086, [Advertising effect analysis apparatus and method]

An object of the embodiments of the present invention for improving the above-described problem is to integrate and check the advertisement execution status for a plurality of channels that provide an advertisement-related dashboard, and to enable the advertisement execution for each channel to be integrated in one dashboard. Provides an integrated performance marketing dashboard service, but in order to utilize all the information, functions and settings of the dashboard for each channel, the marketer directly browsers after launching a headless browser based on the command line interface (CLI) using a virtual browser server. By simulating the situation of accessing the dashboard of individual channels through the system, the dashboard information is collected accordingly, or advertisement execution information is provided, so that the dashboard provided by individual channels can be utilized at once with only one integrated performance marketing dashboard. It is to provide a system and method for providing a performance marketing dashboard.

Another object of the present invention is to provide a script code or SDK for integrated tracking that dynamically changes and applies a script according to a target, and collects unbalanced indicators or information that cannot be provided by a dashboard provided for each channel by itself, and through multiple channels. Various indicators for advertisements being executed are integrated and provided on a uniform basis, and by correcting cross-channel information according to the integrated collection of multi-channel information, effective physician support information for the establishment of the overall advertisement policy is provided, and the advertisement policy according to each channel It is to provide a system and method for providing an integrated performance marketing dashboard that can be easily applied to each individual.

Another object of the present invention is to access the dashboard for each channel through a virtual browser without using the restricted API provided by each channel, but the integrated access to the CLI-based headless browser of such a server is considered as unauthorized crawling and is blocked. Therefore, it is to provide a system and method for providing an integrated performance marketing dashboard that can increase the reliability of access to individual channel dashboards by connecting after proceeding with a process to conceal automatic access by a headless browser.

Another object of the present invention is to comprehensively analyze various indicators and analysis information collected from the dashboard of multiple channels, but the result of changing the advertisement execution setting of a specific channel through learning cross-channel information for advertisement products or services. The integrated performance marketing dash that enables marketers who use multiple channels to actually support the decision-making of integrated advertisement execution by applying a neural network learning unit that predicts and proposes advertisement budget, execution channels and settings by reflecting this forecast information. It is to provide a board providing system and method.

In order to achieve the above object, the integrated performance marketing dashboard providing system according to an embodiment of the present invention executes a command line interface-based headless browser according to received request information to provide a dashboard for advertisement execution. A virtual browser server that accesses the channel and enters the information set in the request information and collects the result, or enters advertisement execution information on the dashboard of a specific channel according to the request information, and the virtual browser server executes a headless browser. Provides request information to the virtual browser server as request information to access the dashboard by channel through the requested and executed headless browser, input manipulation for a specific dashboard, and collect result information, and integrates the information collected from the virtual browser server. It is applied to the performance marketing dashboard and provided to the marketer terminal, and the advertisement execution information of a specific channel received from the marketer terminal is provided to the virtual browser server as request information, and a service server that requests the input of advertisement execution information to the dashboard of a specific channel is provided. Includes.

As an example, the service server may forcibly change at least one of agent information, browser execution location information, and state information about browser configuration in order to conceal that it is a headless browser in the request information that requests the virtual browser server to execute the headless browser. have.

As an example, the service server generates an integrated tracking code or SDK (Software Development Kit) for tracking customer usage history according to advertisement execution and provides it to the marketer terminal, detects the execution of the code or SDK, and checks the running channel. You can track customer usage by dynamically loading the tracking script code corresponding to the channel.

At this time, the service server tracks customer usage details based on the tracking script code corresponding to the channel, collects advertisement execution indicators that are not provided in the corresponding channel, and adds it to the integrated performance marketing dashboard to provide it to the marketer terminal. , It is also possible to correct the information collected from the dashboard of the specific channel by comparing the information collected from the dashboard of the specific channel and the information collected based on the tracking script code.

As an example, the service server may classify a plurality of channels that have contributed to the same purchase conversion based on information collected from a dashboard of a plurality of channels, recalculate the contribution to each channel, and provide it through the integrated performance marketing dashboard. .

As an example, the service server configures a neural network learning unit that learns, as learning information, status change information including advertisement indicator information for a plurality of channels and advertisement execution information for a specific channel provided as an integrated performance marketing dashboard. When there is an advertisement execution information correction input, the current multi-channel advertisement index information and the multi-channel advertisement index information changed in response to the advertisement execution information correction input of the marketer terminal can be predicted through the neural network learning unit and provided as a prediction of the result of the correction information. .

Furthermore, the service server may provide a revised plan of advertisement execution information for each channel as a result by applying a target index provided from the marketer terminal to the learned neural network learning unit.

A method for providing an integrated performance marketing dashboard according to another embodiment of the present invention includes the steps of a service server requesting a virtual browser server to execute a headless browser, and providing dashboard access information for each channel through the executed headless browser. Wow, the virtual browser server launches the headless browser requested by the service server, loads the dashboard web page for each channel using the received dashboard access information for each channel, and enters the access information for login to the dashboard for each channel. The step of connecting, the service server running on the virtual browser server, providing input for dashboard manipulation through a headless browser connected to the dashboard for each channel, and collecting preset information from the result screen, and the service server A step of applying the information collected through the headless browser of the virtual browser server to the integrated performance marketing dashboard and providing it to the marketing terminal, and when the service server receives advertisement execution information of a specific channel from the marketing terminal, the virtual browser server And a step of requesting an input for providing advertisement execution information to a specific channel dashboard through a headless browser executed and accessing the specific channel dashboard, collecting the result and providing the result to the marketing terminal.

In the system and method for providing an integrated performance marketing dashboard according to an embodiment of the present invention, all advertisement execution states for a plurality of channels providing an advertisement-related dashboard are integrated and checked, and specific advertisement execution for each channel is integrated in one dashboard. By providing an integrated performance marketing dashboard service that can be achieved, it is possible to increase the convenience of marketers, provide information on physician support for establishing an overall advertising policy, and have the effect of being able to easily apply the advertising policy according to each channel. .

In addition, in order to check all the information on the dashboard for each channel in the integrated performance marketing dashboard and enable all detailed advertisement execution settings for the dashboard for each channel, a command line interface (CLI)-based head is used using a virtual browser server. A level of directly manipulating dashboards provided by individual channels by collecting dashboard information or providing advertisement execution information in a way that simulates the situation in which a marketer directly accesses the dashboard of an individual channel through the browser after launching the lease browser. By supporting the automation of the system, there is an effect that integrated management is possible while maintaining the best performance.

Furthermore, the present invention is not limited to dashboard information with a lot of variation for each channel, and provides an integrated tracking code or SDK of a dynamic script loading method in order to collect all kinds of necessary indicators for each channel, thereby providing an indicator or analysis that is not provided by a specific channel. Ads through various channels by allowing the method to be applied uniformly to all channels, correcting or equalizing dashboard information of each channel, and correcting cross information between multiple channels. In the case of executing, there is an effect of providing high-quality physician support information for the establishment of an overall advertising policy.

In addition, by applying a concealed configuration to bypass the headless browser access blocking by the virtual browser server, access reliability is increased, or by learning the neural network learning unit as learning information for integrated channel-specific information and advertisement execution information, advertisement of a specific channel is executed. It has the effect of providing stable and meaningful marketing intention support information by predicting the result of information correction or confirming the advertisement execution amendment for each channel to achieve the target index.

1 is an exemplary view showing the configuration of a system for providing an integrated performance marketing dashboard according to an embodiment of the present invention.
2 is a block diagram showing the configuration of a service server according to an embodiment of the present invention.
3 is an exemplary diagram illustrating a process of providing and applying an integrated tracking code of a service server according to an embodiment of the present invention.
4 is a block diagram of an integrated tracking unit according to an embodiment of the present invention.
5 is a configuration diagram of a virtual browser execution request unit according to an embodiment of the present invention.
6 is a block diagram of a prediction analysis providing unit according to an embodiment of the present invention.
7 is a flowchart showing a process of providing an integrated performance marketing dashboard according to an embodiment of the present invention.

The present invention as described above will be described in detail through the accompanying drawings and embodiments.

It should be noted that the technical terms used in the present invention are only used to describe specific embodiments, and are not intended to limit the present invention. In addition, the technical terms used in the present invention should be interpreted as generally understood by those of ordinary skill in the technical field to which the present invention belongs, unless otherwise defined in the present invention, and is excessively comprehensive. It should not be construed as a human meaning or an excessively reduced meaning. In addition, when a technical term used in the present invention is an incorrect technical term that does not accurately express the spirit of the present invention, it should be replaced with a technical term that can be correctly understood by those skilled in the art. In addition, general terms used in the present invention should be interpreted as defined in the dictionary or according to the context before and after, and should not be interpreted as an excessively reduced meaning.

In addition, the singular expression used in the present invention includes a plurality of expressions unless the context clearly indicates otherwise. In the present invention, terms such as “consisting of” or “comprising” should not be construed as necessarily including all of the various elements or various steps described in the invention, and some of the elements or some steps are included. It should be interpreted that it may not be, or may further include additional components or steps.

In addition, terms including ordinal numbers such as first and second used in the present invention may be used to describe the elements, but the elements should not be limited by the terms. The terms are used only to distinguish one component from another. For example, without departing from the scope of the present invention, a first element may be referred to as a second element, and similarly, a second element may be referred to as a first element.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings, but the same or similar components are assigned the same reference numerals regardless of the reference numerals, and redundant descriptions thereof will be omitted.

In addition, in describing the present invention, when it is determined that a detailed description of a related known technology may obscure the subject matter of the present invention, a detailed description thereof will be omitted. In addition, it should be noted that the accompanying drawings are only for easily understanding the spirit of the present invention and should not be construed as limiting the spirit of the present invention by the accompanying drawings.

In particular, the marketer terminal or customer terminal of the present invention encompasses various types of terminal devices capable of online access, and includes smart phones, portable terminals, and mobile terminals equipped with communication functions. , Personal Digital Assistant (PDA), Portable Multimedia Player (PMP) terminal, Personal Computer, notebook computer, Slate PC, Tablet PC, ultrabook, etc. The same may include various terminals, and the communication network may be applied to various wired/wireless communication schemes that are widely known.

In addition, the service server or the virtual browser server can be configured of various types of servers including a single computer, a parallel computer, and a distributed computer. In particular, the service server does not store separate applications or information in the marketer terminal through a cloud configuration. The server has a cloud configuration that stores information and provides all functions, and a plurality of physical or logical servers may be included for the cloud configuration.

Meanwhile, while describing embodiments of the present invention, the term channel server or channel dashboard is used, which provides an advertisement by setting an advertisement campaign for a specific product or service to a certain rule for a certain period of time through advertisement execution and displays the advertisement. The server of the service provider that tracks the customers who use them and provides various indicators such as each customer's advertisement usage history and different conversion rates, or provides the results according to the analysis method in the form of a dashboard is called a channel server, and the corresponding advertisement execution marketer terminal A service that provides various indicators or analysis results related to advertisement as a dashboard is called a channel dashboard.

In other words, providing a dashboard, accessing the dashboard, or using the dashboard is a service that provides a dashboard-type interface that checks advertisement-related indicators or analysis results and modifies advertisement execution information, or includes the interface. It means providing a web page, accessing (logging in) to such a service or web page, checking its contents or modifying advertisement execution information by manipulating the dashboard interface through the service or web page.

A configuration according to the embodiment of the present invention will be described with reference to FIGS. 1 to 7.

1 is an exemplary view showing the configuration of a system for providing an integrated performance marketing dashboard according to an embodiment of the present invention.

As shown, the integrated performance marketing dashboard providing system largely uses the marketer terminal 10 as a member and accesses each channel server 20 based on the dashboard access information for each channel provided by the marketer terminal 10. Dashboard information for each channel is collected and provided in the integrated (Performance Marketing) dashboard 121 interface, and through the integrated dashboard 121 interface, the corresponding channel server ( The service server 100 that accesses 20) and automatically applies the desired advertisement execution information correction to the corresponding channel dashboard, and the designated channel server 20 by virtually running a browser at the request of the service server 100. After accessing, it includes a virtual browser server 200 that simulates an operation of an actual user to manipulate a channel dashboard, collect the result, and provide it to the service server 100.

The service server 100 may have a cloud configuration 100c, and the concept and scope of cloud are not clearly defined, but an environment in which users can use desired services anytime, anywhere without worrying about information technology resources. It can also be viewed as a technology that integrates various computing resources existing in different physical locations and allows users to utilize them as if they were directly using them through a network connection.

Therefore, the cloud configuration 100c personalizes the integrated dashboard 121 online as if the marketer terminal 10 connected by integrating a plurality of servers that can be physically classified is using an application installed in the marketer terminal 10. Provides a function of the service server 100 that can be continuously used in an established environment, and may be composed of a plurality of physically or logically divided servers. Furthermore, although these divided servers each manage marketer terminals 10 or perform dedicated functions for a plurality of divided functional units, all marketer terminals 10 are common to one integrated service server 100 from the outside. It can be viewed as being connected to and one service server 100 performing all functions at the same time. To this end, information on all marketer terminals 10, member information, collected channel dashboard information, and analysis information may be stored in the database 300 accessible from the cloud.

The illustrated channel servers 20 each expose advertisements through their own services, track the customer's interest in the exposed advertisement or the customer's product or service purchase conversion through this, and collect the information as an indicator in the form of a dashboard. It is provided as an interface of. For example, it refers to a server that provides advertisement information for a user that provides services such as Google advertisement, Naver keyword advertisement, Facebook advertisement, and Instagram advertisement, that is, a server that provides a channel dashboard.

In the case of tracking the customer's advertisement usage history, the advertisement service provider for each channel provides a dedicated script code or a dedicated SDK (Software Development Kit) to create and check cookies in order to analyze the customer's web use.

The marketer terminal 10 inserts or installs a script code or a dedicated SDK for each channel provided by each channel server 20 in the landing page or related page of the advertiser server 30 to be exposed according to advertisements. For example, in the case of marketing using 10 advertising channels, the marketer terminal 10 subscribes to each of the 10 channel servers 20, sets up an advertising campaign through each channel dashboard, executes advertisements, and executes various advertisements in the process. Related indicators and analysis results can be checked, and for this, it is necessary to insert 10 channel-specific script codes or install SDKs on the landing page of the advertiser server 30 or on the related page to be tracked.

The user terminal 40 uses the landing page of the advertiser server 30 or a related page desired to be tracked through advertisements exposed to each channel, and the channel server 20 tracks the use process for such customers. Access source (advertising on a specific channel), dwell time, related information browsing information, advertisement selection information for various channels, advertisement product or service use/installation/purchase information, and analysis information for each of these information as an indicator or analysis result. Provided through the board.

To this end, the marketer terminal 10 connects to the channel server 20 and checks the progress of advertisements in individual channels through each channel dashboard and corrects advertisement execution information to increase advertisement execution of highly efficient channels and Establish and apply performance marketing policies, such as reducing channel advertising.

The service server 100 of the present invention collects all the information of the individual channel dashboard and provides it through the integrated dashboard 121, and responds by modifying the advertisement execution information of the individual channels in the corresponding integrated dashboard 121 Even if the channel server 20 is not directly connected to the marketer terminal 10 through the marketer terminal 10, the modified content of advertisement execution information is reflected in the corresponding channel dashboard.

Usually, an open API provided by the channel server 20 may be used, but this is not suitable for professional marketers because only very limited information can be checked or modified.

Accordingly, the service server 100 of the present invention executes a specific browser in the form of a web driver on the interlocked virtual browser server 200 to provide a web page of the channel dashboard of the corresponding channel server 20 (the corresponding channel dashboard service is provided). Provided access address) is loaded and access information (such as an ID and password for login) provided from the marketer terminal 10 is used to simulate a situation in which a person inputs the information. Thereafter, the service server 100 provides the dashboard manipulation information of the corresponding channel accessed through the browser executed in the virtual browser server 200 by simulating human manipulation, and collects the results to be displayed on the integrated dashboard 121. Indicate. If an advertisement policy for a specific channel is modified in the integrated dashboard 121, the service server 100 advertises the channel dashboard through the running browser of the virtual browser server 200 connected to the specific channel dashboard. Switching to the policy modification screen, the advertisement policy modification information is input, and the result is collected and provided to the marketer terminal 10.

The operation of the service server 100 according to an embodiment of the present invention may be implemented through browser automation through the virtual browser server 200, that is, robot process automation (RPA).

The automatic operation of the browser and the collection of information by automating the robotic process is a process of automating the process of manipulating the browser while checking the screen and checking the result by simulating it instead of directly manipulating the browser. This is a web automation tool developed as a support tool for testing web browser behavior.

In the present invention, a web automation tool (virtual browser server) developed for a web browser operation test is used to utilize all functions of the channel dashboard, collect all information, and substitute all inputs.

For this browser automation, the virtual browser server 200 executes a command line interface (CLI)-based headless browser according to the received request information, accesses an individual channel providing a dashboard for advertisement execution, and Information set in the request information is input and the result is collected, or advertisement execution information is input on the dashboard of a specific channel according to the request information.

Server-based browsers are limited to being driven by a command-line interface that does not support a graphical user interface (GUI), so it has been limited to some headless browsers that do not provide a GUI. However, recently, Google's Chrome supports headless mode, so you can use Google Chrome, which is supported by most channel servers, as a virtual browser to replace channel dashboard manipulation, so you can use all functions.

However, supporting the headless mode in Google Chrome browser is for developer convenience for test automation, but it can be used for fraudulent purposes such as web crawling or web scraping. As a bad example, DDOS (Distributed Denial of Service attack) and It can be used for the same security attack.

In this way, supporting the headless mode in the Google Chrome browser is to emulate the browser environment in the command line interface in order to provide a means that can be used in various ways for a general purpose, the virtual browser server 200 according to the embodiment of the present invention. ) Uses such a headed browser, but in the process of executing the test on the server, it uses a method that enables various controls through the remote controller. The function of the virtual browser server 200 typically uses a method used for server-side browser testing such as Selenium or Nightwatch.

To this end, the service server 100 accesses the corresponding virtual browser server 200, executes a specific virtual headless browser as a web driver, loads a specific channel dashboard access address to display the login screen, and then displays the corresponding login screen. Check the ID input tag of, enter the ID, check the password input tag, and enter the password to access.

Since such a headless browser can access multiple channel dashboards through multiple tabs or windows, it is possible to run multiple browsers according to the desired number of channels as needed or terminate the connection.

Then, according to the provided channel dashboard screen structure, the operation process for collecting information prepared in advance is simulated, a specific function is executed, and the result is collected.

These series of processes are all composed of codes, and by interlocking with the operation of the integrated dashboard of the service server 100, the user can perform individual functions through execution of the corresponding function of each channel dashboard, collection of information, execution of functions, and provision of input. It can be done as if you were manipulating the channel dashboard directly. This remote manipulation process may be summarized as providing the request information to the virtual browser server 200 by the service server 100.

Accordingly, the illustrated service server 100 requests the virtual browser server 200 to execute the headless browser, accesses the dashboard for each channel through the executed headless browser, and collects operation input and result information for a specific dashboard. The information for requesting is provided to the virtual browser server 200 as request information, and the information collected from the virtual browser server 200 is applied to the integrated dashboard 121 to be provided to the marketer terminal 10, and the marketer terminal ( 10) is provided to the virtual browser server 100 as request information for advertisement execution information of a specific channel inputted from) to request input of advertisement execution information on a dashboard of a specific channel.

Meanwhile, it was previously said that a headless browser is run through the virtual browser server 200 to access the channel dashboard. In the case of such a headless browser, it can be exploited for crawling, scraping, or DDOS prohibited by a specific portal. If the type is headless, it may be prohibited or blocked. Accordingly, the service server 100 according to an embodiment of the present invention may further perform a concealment process of changing a setting so that the headless browser is viewed as a normal browser access when executing such a headless browser.

Furthermore, there is a problem in that it is difficult to manage them in an integrated manner at the same level because the types and functions of the indicators provided for each of the plurality of channels are different from each other. Therefore, in an embodiment of the present invention, after providing a separate integrated tracking code or SDK, necessary advertisement-related information can be added by enabling an indicator or analysis function not provided by the corresponding channel to be used, and an already existing indicator By collecting duplicates, the accuracy of the channel's advertising index can be checked or corrected.

In addition, through integrated channel analysis, cases that are incorrectly provided in individual channel dashboards or excessively contributed to their channels are selected and corrected (contributions recalculated), or integrated channel analysis information is collected. Marketing policy support information can be obtained through intelligence network analysis.

2 is a diagram showing a configuration diagram of a service server 100 according to an embodiment of the present invention, in addition to the components for the basic integrated dashboard provision configuration described above, provision of an integrated tracking code and dashboard information for each channel accordingly All components for correction, correction of cross information between integrated channels, and prediction through the use of intelligent networks are also described. Of course, these are not all essential components, and some of them may be omitted or may be integrated with other components.

As shown, the service server 100 collects marketer information including dashboard access information for each subscribed channel and registers as a member with a marketer member management unit 110 and a virtual browser server 200 concealing that it is a headless browser. A virtual browser execution request unit 150 that requests the execution of the headless browser, including changing the settings to be performed, and requests access to the dashboard for each channel through the headless browser executed by referring to the access information set in the marketer member management unit. , And a channel-specific information collection unit 160 for requesting manipulation input and result information collection for a dashboard of a specific channel through a browser executed in the virtual browser server 200, and receiving the collected information.

In addition, an integrated tracking code or SDK for tracking customer usage history according to advertisement execution is generated and provided to the marketer terminal, and after detecting the execution of the code or SDK to check the channel being executed, the tracking script code corresponding to the channel It includes an integrated tracking unit 130 that dynamically loads and tracks the customer usage history and collects the result.

In addition, the dashboard information for each channel collected through the information collecting unit 160 for each channel is corrected based on the information collected for each channel through the integrated tracking unit 130, or insufficient information is added to generate advertisement analysis information for each channel. And an integrated analysis unit 180 for correcting an index for information crossing between channels from among the advertisement analysis information for each channel of the channel analysis unit 170 and an integrated analysis unit 180 for correcting according to a preset criterion. .

Further, in order to support advertisement policy decision making, the state change information including the advertisement analysis information for each channel and advertisement execution information for each channel of the channel analysis unit 170 corrected through the integrated analysis unit 180 is used as learning information. When the learning unit is trained and there is an advertisement execution information correction input from the marketer terminal 10, the current multi-channel advertisement index information and the multi-channel advertisement changed in response to the advertisement execution information correction input of the marketer terminal 10 through the neural network learning unit A prediction analysis providing unit 140 that predicts index information and provides it as a prediction of the result of correction information, or applies a target index provided from the marketer terminal 10 to the neural network learning unit to provide a revised proposal for advertisement execution information for each channel as a result. Includes.

In order to link with the marketer terminal 10 while utilizing each of these components, the advertisement analysis information for each channel of the analysis unit 170 for each channel corrected by the integrated analysis unit 180 is transmitted through the integrated performance marketing dashboard 121. Provided to the marketer terminal 10, and predictively analyze the result of the modified advertisement execution information of a specific channel received from the marketer terminal 10 or the amendment plan of advertisement execution information for each channel according to the target index input from the marketer terminal 10 Provided through the provision unit 140, and when a request is made to update the advertisement execution information of a specific channel from the marketer terminal 10, the advertisement execution information is provided to the virtual browser server 200 as the request information and displayed on the dashboard of the specific channel. And a dashboard providing unit 120 requesting input of advertisement execution information.

That is, the configuration of the illustrated service server 100 is for collecting and providing basic dashboard information for each channel, and providing an integrated performance marketing dashboard 121 for automatically reflecting advertisement execution information on a specific channel dashboard. It includes a member management unit 110, a virtual browser execution request unit 150, and channel-specific information collection unit 160.

In this configuration, the integrated tracking unit 130 for providing an integrated tracking code for improving the quality of service corrects or supplements the indicators or analysis information of each channel dashboard collected through this, and the same integration through the dynamic script loading method When a tracking code or SDK is inserted into all exposed pages, the tracking script code tailored to the channel is automatically loaded and operated. Through this, the history of customer use in a specific channel is collected separately from the channel dashboard, so that the collected contents of the channel dashboard can be verified or corrected for large errors, and additional indicators or analysis information not provided by the corresponding channel can be provided. I can.

Further, through the predictive analysis providing unit 140, it is possible to collect all of the indicators and analysis information for a plurality of channels, and advertisement execution information for each channel, so that learning information including correlations between them can be collected in an integrated manner. Based on this, it is possible to predict the change in the entire channel due to the modification of advertisement execution information of a specific channel by learning the neuralman learning unit, and confirm the proposal for modifying the administration information of individual channels in order to achieve a specific integrated indicator. There will be.

In particular, the integrated analysis unit 180 collects all information on the dashboard of a plurality of channels, and utilizes the information of the information collection unit 160 for each channel that can analyze the customer usage history according to the unique criteria through the integrated tracking code. By checking the cross-channel information, the distorted information provided by each channel can be corrected. For example, if a specific customer checks an advertisement in channel A, searches for additional information about the advertisement through channel B, and purchases a product by accessing the product purchase page through the advertisement in channel C, each channel It is often expressed as 100% or excessively high contribution. However, the integrated analysis unit 180 of the present invention can check all indicators, sources, and contributions between channels of the multi-channel dashboard, and additionally, since it is possible to check additional history through the integrated tracking unit 130, they are integrated into consideration. As a result, it is possible to calculate the contribution of each channel according to a uniform standard, and by correcting the information on the individual channel dashboard (corrected by recalculation information), it is possible to prevent incorrect advertisement execution due to distorted information when establishing a marketing strategy.

Hereinafter, the unique features of the present invention will be described in more detail through FIGS. 3 to 6.

3 and 4 are examples showing the operation method and configuration of the integrated tracking unit 130 according to an embodiment of the present invention. As shown, a tracking script suitable for a channel through generating an integrated tracking code and dynamic script loading It includes an integrated tracking code management unit 135 for activating the code and a tracking history collection unit 136 for managing information collected according to the dynamically loaded tracking script code according to the channel.

As shown in FIG. 3, the service server 100 provides the marketer terminal 10 with an integrated tracking code 131 for the corresponding marketer terminal. Of course, you can also provide an integrated SDK.

The marketer terminal 10 inserts the integrated tracking code 131 into the landing page (integrated or landing page for each channel) of the advertiser server 30 managed by the marketer. Of course, in addition to the landing page, it can be inserted into each of a plurality of web pages that need tracking.

In practice, the marketer terminal 10 must insert a tracking code tailored to the number of channels used in the landing page of the ad server 30 or install a tracking SDK provided by the channel in the ad server 30. In this process, the marketer uses the integrated tracking code 131 or SDK generated by the tracking code/SDK providing unit 135a of the integrated tracking code management unit 135 and provided to the marketer terminal 10. An integrated tracking code is further added to the landing page of (or an integrated tracking SDK is installed in the advertiser server 30).

Thereafter, when the landing page of the advertiser server 30 is exposed to the customer terminal and the corresponding integrated code is executed, the dynamic code providing unit 135b detects the execution of the corresponding integrated code and checks the channel to be executed. Dynamically loading the trace script code. By this dynamically loaded tracking script, the tracking history collection unit 136 tracks the customer usage history, stores the history, and provides the stored history to the information collection unit 160 for each channel.

In particular, since the service server 100 can access each channel dashboard to which the corresponding marketer has subscribed, it is possible to check the tracking code or SDK for each channel from the corresponding channel dashboard. Therefore, if the script code provided by the individual channel is not added to the landing page, but only one corresponding integrated tracking code is inserted into the landing page, the tracking script provided in the corresponding channel during dynamic loading is also included with the integrated tracking script for the service of the present invention. You can also load it.

Through this integrated tracking unit 130, it is easy and simple to manage the landing page of the marketer, and the indicator or analysis information provided in a specific channel dashboard is verified or corrected through customer history analysis by a separate tracking code. The analysis unit 170) may be performed, and an index or analysis that is not provided in a specific channel dashboard may be additionally provided. This is very important in that it provides a uniform criterion for determining when multiple channels are used.

On the other hand, in an embodiment of the present invention, the marketer terminal 10 runs a headless browser with a virtual web driver through the virtual browser server 200 instead of accessing the individual channel dashboard by directly executing the browser, and remotely controlling it. It uses a method of entering information and collecting the results.

In this case, since a headless browser is used, connection reliability may be lowered in the case of a channel server that blocks access to the headless browser by crawling, scraping, or DDOS abuse.

5 shows a virtual browser execution request unit 150 according to an embodiment of the present invention. The corresponding virtual browser execution request unit 150 bypasses the headless browser access blocking through the automatic access concealment processing unit 155.

In practice, the virtual browser server 200 operates in a manner in which the service server 100 accesses and remotely controls it, and is called and used in the form of a series of web programs. For example, by connecting to the virtual browser server 200 through a Java code or a JavaScript code, importing a web driver from the virtual browser server 200 and setting the web driver as a headless browser (eg, a chrome browser driver), After executing, remote control the connection by providing the access address of the specific channel dashboard to the driver.

In particular, when a headless browser is used, the operating browser is operated in a headless mode through an option, and the window size is set in consideration of an unsupported graphic user interface. Furthermore, you may need to disable the graphics accelerator.

If a specific channel dashboard access address is provided by executing a headless browser as described above, the login tag information is checked after considering the dashboard loading time of the channel, and the ID and password of the channel identified through the marketer member management unit 110 are entered. Enter to proceed with the connection procedure.

This process is performed through the virtual browser automatic connection processing unit 156.

On the other hand, in order to conceal the execution of the headless browser, the automatic connection concealment processing unit 155 automatically accesses the virtual browser to conceal the headless browser by pretending to be a general browser with features that cannot but be different from the general browser due to the characteristics of the headless browser. Browser option information of the processing unit 156 is changed.

First, the agent information modification unit 155a hides that the browser is in the headless mode by forcibly changing it to the user agent value of the general browser because the user agent value set in the headless browser contains information indicating that the user agent is in the headless mode. do.

Then, the arbitrary location reflecting unit 155b is to bypass the case of blocking the browser for which the language is not set based on the fact that there is no graphic user interface due to the nature of the headless browser and there is no setting for the language to be used, Force the execution location of the headless browser to be specified or reflect the language setting information.

In addition, in most actual browsers, a plurality of plug-ins are installed even if a user does not install additional plug-ins, and several plug-ins are additionally installed according to usage. However, in the case of a browser operating in the headless mode, none of these plug-ins are installed, so there is a case that the headless browser is blocked based on the number of such plug-ins. Accordingly, as if a plurality of plug-ins are installed through the mock state information generating unit 155c, a configuration for executing a script that changes the plug-in list to the installed state is further included. Through this, you can add a configuration that overrides the properties of the plug-in number by executing the script.

On the other hand, this automatic connection concealment processing unit 155 must be executed before the actual access site is loaded, and if it is necessary to execute the script code rather than simple option change for such concealment processing, use an extended configuration to use the script first or separate You can use the proxy server of

The target information collection and correction unit 157 is a component that remotely controls the headless browser executed in the virtual browser server 200, and performs an operation of collecting input for manipulating the accessed channel dashboard and contents on the displayed screen. Through this, preset indicators and analysis information are collected, and information on the modification of advertisement execution information of a specific channel requested through the integrated performance marketing dashboard is modified through the corresponding advertisement execution information modification interface to the headless browser. request.

In this way, if information is stably collected from the multi-channel dashboard and additional information or individual channel dashboard information is corrected through the integrated tracking code, the service server is calibrated and expanded for multiple channels through the integrated performance marketing dashboard. Indices or functions that are not supported can also be added) information can be checked, information on modifying advertisement execution information for a specific channel can be checked, and results can also be checked. Therefore, it is possible to use the clear current state information, control information, and result information set as learning information.

When a neural network learning unit is trained by integrating information through the integrated performance marketing dashboard of multiple marketers that provide advertisements of similar categories, a neural network learning unit capable of increasingly accurate prediction can be obtained.

6 shows the configuration of the prediction analysis providing unit 140 according to an embodiment of the present invention.

As illustrated, it includes a neural network analysis unit 145 and a correction information result prediction unit 146 that performs prediction according to a request by using the neural network analysis unit 145.

The state change collection unit 145a of the neural network analysis unit 145 includes advertisement analysis information for each channel (indicator information and analysis information, etc.) and advertisements for each channel of the analysis unit 170 for each channel corrected through the integrated analysis unit 180. Learning information is collected for execution information and state change information including changes in advertisement analysis information for each channel according to the modification of the advertisement execution information.

The neural network learning unit 145b learns through the state change information collected through the state change collection unit 145a, and can provide predicted state change information when some of the collected state change information is input as prediction information. have.

The correction information result prediction unit 146 corrects the current multi-channel advertisement index information through the state change collection unit 145a according to the advertisement execution information correction input (modification through the integrated performance marketing dashboard) of the marketer terminal 10. The advertisement execution information may be provided to the neural network learning unit 145b as an input to provide the marketer terminal 10 with a change in multi-channel advertisement index according to the prediction result. When an advertisement execution request is made through the marketer terminal 10 according to the confirmation of the prediction result, actual advertisement execution information may be changed.

Meanwhile, when the target index provided from the marketer terminal 10 is input (input through the integrated performance marketing dashboard), the correction information result prediction unit 146 provides multi-channel advertisement execution information for the current multi-channel advertisement index information. By providing the predicted value to the neural network learning unit 145b while changing the predicted value, the predicted value of multi-channel advertisement execution information for which the predicted result becomes a target advertisement index can be provided.

Through this configuration, it is possible to increase the convenience of marketers' channel management for performance marketing, provide high-quality integrated information that can be practically used in marketing policy setting, and enable integrated prediction and analysis.

7 is a flowchart showing a process of providing an integrated performance marketing dashboard according to an embodiment of the present invention.

First, the service server processes the marketer member's subscription, and collects management information (login information, etc.) on the advertising channel managed by the marketer member.

Thereafter, the service server generates a separate integrated tracking code (or SDK) for the integrated performance marketing dashboard provided by the service server of the present invention while considering the advertisement channel and provides it to the marketing terminal.

The marketing terminal receiving such an integrated tracking code (or SDK) inserts the corresponding integrated tracking code into the landing page of the advertiser server that it manages or the page that needs tracking.

Subsequently, in the course of the advertisement campaign, the advertisement is exposed on multiple channels, and the landing page of the advertiser server or the page that needs to be tracked is exposed on the customer terminal, at which time the integrated tracking code is executed. The service server tracks the customer's usage history by dynamically loading and executing the appropriate channel tracking code according to the execution of the integrated tracking code. Of course, to use the dashboard service for each channel, the tracking code or SDK provided by the channel server is also executed, and the customer usage history for each channel is tracked. If necessary, the integrated tracking code can also dynamically load the tracking code for the channel to which the marketer subscribes.

Thereafter, when the marketer terminal accesses the service server and executes the integrated (Performance Marketing) dashboard, the service server requests the virtual browser server to execute the headless browser, and the dashboard access information for each channel through the executed headless browser. Provides. At this time, when accessing the channel server (channel dashboard) through a headless browser, the headless browser can be regarded as illegal crawling, scraping, or DDOS intrusion and can be blocked. The embedding can be done during the headless browser launch process.

After that, the service server remotely controls the headless browser (may be a pre-set job and may be a job determined by interacting with the marketer terminal) to manipulate the dashboard for each channel and collect the displayed information. The collected information is also provided through the integrated (performance marketing) dashboard. Of course, the information collected through the tracking code can be provided separately from the information collected in the channel dashboard, but the same information as the information collected through the channel-specific dashboard can be used to correct the information in the channel-specific dashboard. Indicators or analysis results that are not provided on the dashboard of a specific channel can be added as supplementary information.

The information on the integrated (performance marketing) dashboard may be learned as state information through the neural network learning unit of the predictive analysis providing unit, and may be learned together as a result of the modification of the advertisement execution state for each channel before.

When there is a modification to the advertisement execution information through the integrated (performance marketing) dashboard from the marketer terminal, the prediction result of the change in advertising index or analysis information for each channel according to the modification is obtained through the predictive analysis provider (integrated analysis-based correction result prediction process ) This can be provided to marketer terminals through the integrated (performance marketing) dashboard.

When the correction information for the new advertisement execution information is received from the marketer terminal, the correction result prediction process based on integrated analysis may be repeated again.

If information that the prediction is satisfied from the marketer terminal is received, the service server runs on the virtual browser server and requests input to provide advertisement execution information to the specific channel dashboard through the headless browser connected to the specific channel dashboard. And, the result can be collected and provided to the marketing terminal.

The method according to the embodiments 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 program instructions recorded on the medium may be specially designed and configured for the embodiment, or may be known and usable to those skilled in computer software. Examples of computer-readable recording media include physical hard disks, solid state drives (SSDs), web hard, large-capacity data storage means such as cloud storage, magnetic media such as floppy disks and magnetic tapes ( magnetic media, optical media such as CD-ROM, DVD, magneto-optical media such as floptical disk, and ROM, RAM, Hardware devices specially configured to store and execute program instructions such as flash memory and the like are included. 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. The hardware device described above may be configured to operate as one or more software modules to perform the operation of the embodiment, and vice versa.

In the above, preferred embodiments according to the present invention have been illustrated and described. However, the present invention is not limited to the above-described embodiments, and any person with ordinary knowledge in the technical field to which the present invention pertains may implement various modifications without departing from the gist of the present invention appended in the claims. .

10: marketer terminal 20: channel server
30: advertiser server 40: user terminal
100: service server 110: marketer member management department
120: dashboard providing unit 130: integrated tracking unit
135: integrated tracking code management unit 140: predictive analysis providing unit
145: neural network analysis unit 150: virtual browser execution request unit
155: automatic connection concealment processing unit 160: information collection unit for each channel
170: analysis unit for each channel 180: integrated analysis unit
200: virtual browser server 300: database

Claims (10)

Depending on the received request information, a command line interface-based headless browser is executed to access an individual channel that provides a dashboard for advertisement execution, inputs the information set in the request information, and collects the result, or A virtual browser server for inputting advertisement execution information on a dashboard of a specific channel accordingly;
Requesting the execution of the headless browser to the virtual browser server, and requesting access to the dashboard for each channel through the executed headless browser, inputting manipulation for a specific dashboard, and collecting result information, as request information, the virtual browser server And the information collected from the virtual browser server is applied to the integrated performance marketing dashboard and provided to the marketer terminal, and advertisement execution information of a specific channel received from the marketer terminal is provided to the virtual browser server as request information to a specific channel An integrated performance marketing dashboard providing system including a service server that requests input of advertisement execution information on the dashboard of.
The method according to claim 1, wherein the service server is at least one of agent information, browser execution location information, and state information on browser configuration in order to conceal that it is a headless browser in request information for requesting execution of the headless browser from the virtual browser server. Integrated performance marketing dashboard providing system, characterized in that forcible change.
The method according to claim 1, wherein the service server generates an integrated tracking code or SDK (Software Development Kit) for tracking customer usage details according to advertisement execution, provides it to the marketer terminal, and is executed by detecting the execution of the code or SDK. An integrated performance marketing dashboard providing system, characterized in that after checking a channel, the tracking script code corresponding to the channel is dynamically loaded to track customer usage.
The method according to claim 3, wherein the service server tracks customer usage details based on a tracking script code corresponding to the channel, collects advertisement execution indicators not provided in the corresponding channel, and adds it to the integrated performance marketing dashboard to the marketer terminal. It characterized in that it provides.
The integrated performance according to claim 4, wherein the service server corrects the information collected from the dashboard of the specific channel by comparing the information collected from the dashboard of the specific channel with the information collected based on the tracking script code. Marketing dashboard delivery system.

The method according to claim 1, wherein the service server classifies a plurality of channels that have contributed to the same purchase conversion based on information collected from a dashboard of a plurality of channels, recalculates the contribution to each channel, and provides it through an integrated performance marketing dashboard. Integrated performance marketing dashboard providing system, characterized in that.
The method according to claim 1, wherein the service server configures a neural network learning unit that learns, as learning information, status change information including advertisement indicator information for a plurality of channels and advertisement execution information for a specific channel provided as an integrated performance marketing dashboard, If there is an input to modify the advertisement execution information of the marketer terminal, the current multi-channel advertisement index information and the multi-channel advertisement index information that changes in response to the correction input of the advertisement execution information of the marketer terminal are predicted and provided as a prediction of the result of the correction information through the neural network learning unit. Integrated performance marketing dashboard providing system, characterized in that.
The system for providing an integrated performance marketing dashboard according to claim 7, wherein the service server applies a target index provided from a marketer terminal to the learned neural network learning unit, and provides a revised proposal of advertisement execution information for each channel as a result.
The method of claim 1, wherein the service server
A marketer member management unit that collects marketer information including dashboard access information for each subscribed channel and registers as a member;
Requests the execution of the headless browser, including changing the settings to hide the headless browser from the virtual browser server, and requests access to the dashboard for each channel through the executed headless browser by referring to the access information set in the marketer member management unit. A virtual browser execution request unit;
A channel-specific information collection unit for requesting manipulation input and result information collection for a dashboard of a specific channel through a browser executed in the virtual browser server, and receiving the collected information;
Generates an integrated tracking code or SDK for tracking customer usage history according to advertisement execution and provides it to the marketer terminal, detects the execution of the code or SDK, checks the channel being executed, and dynamically executes the tracking script code corresponding to the channel. An integrated tracking unit that tracks customer usage by loading and collects the results;
A channel analysis unit for generating advertisement analysis information for each channel by correcting the dashboard information for each channel collected through the channel information collection unit with information collected for each channel through the integrated tracking unit or adding insufficient information;
An integrated analysis unit for correcting an index for information crossing between channels among advertisement analysis information for each channel of the channel analysis unit according to a preset criterion;
When the neural network learning unit learns the state change information including the channel-specific advertisement analysis information and the channel-specific advertisement execution information corrected through the integrated analysis unit as learning information, and there is an input to modify the advertisement execution information of the marketer terminal. Through the neural network learning unit, the current multi-channel advertisement index information and the multi-channel advertisement index information that is changed in response to the correction input of the advertisement execution information of the marketer terminal are predicted and provided as a result of the correction, or the target index provided from the marketer terminal is recalled. A predictive analysis providing unit applied to the neural network learning unit to provide a revised proposal of advertisement execution information for each channel as a result;
Provides the channel-specific advertisement analysis information of the channel-specific analysis unit corrected by the integrated analysis unit to the marketer terminal through the integrated performance marketing dashboard, and the result of the modified advertisement execution information of the specific channel received from the marketer terminal or the marketer Provides an amendment plan of advertisement execution information for each channel according to the target index input from the terminal through the predictive analysis providing unit, and when a request for updating advertisement execution information of a specific channel is requested from a marketer terminal, the virtual browser server uses the advertisement execution information as request information An integrated performance marketing dashboard providing system, comprising: a dashboard providing unit for requesting input of advertisement execution information to the dashboard of a specific channel by providing to the dashboard of a specific channel.
Requesting, by the service server, to execute a headless browser to the virtual browser server, and providing dashboard access information for each channel through the executed headless browser;
After the virtual browser server executes the headless browser requested by the service server, it loads the dashboard web page for each channel using the received dashboard access information for each channel, and inputs access information for login to the dashboard for each channel. Connecting;
Providing an input for manipulating a dashboard through a headless browser that is executed in the virtual browser server and connected to the dashboard for each channel, and collecting preset information from a result screen;
Applying, by the service server, the information collected through the headless browser of the virtual browser server to an integrated performance marketing dashboard and providing it to a marketing terminal;
When the service server receives advertisement execution information of a specific channel from the marketing terminal, input for providing advertisement execution information to a specific channel dashboard through a headless browser that is executed on the virtual browser server and accessed the specific channel dashboard. An integrated performance marketing dashboard providing method comprising the step of requesting, collecting the result and providing it to a marketing terminal.

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