KR20220120079A - Method and apparatus of conducting surveys - Google Patents

Abstract

A method and apparatus of conducting surveys according to an embodiment includes: exposing a target advertisement to first users through a first medium; sampling second users who use both the first medium and a second medium in order to conduct surveys related to the target advertisement through the second medium different from the first medium; providing the surveys to the second users through the second medium; generating an analysis result including the effect of the target advertisement based on the responses collected in response to the surveys; and providing the analysis result to the advertiser of the target advertisement.

Description

METHOD AND APPARATUS OF CONDUCTING SURVEYS

The following embodiments relate to a method and apparatus for conducting a survey.

Advertising can help increase sales volume and/or improve corporate image by notifying the public of advertising targets such as products and services in various fields such as industrial products, agricultural products, and livestock products and/or advertising subjects such as advertisers and companies. Recently, as well as Internet advertisements, various types of advertisements and surveys for applications running on communication devices such as smart phones have been provided.

In general, the survey related to advertisements is provided by dedicating the advertisement space of the advertisement platform where the corresponding advertisement is provided. In this case, the survey not only blocks the opportunity of exposure of other advertisements in the corresponding advertisement space, but also may cause a case where it is virtually impossible to execute the survey depending on the size of the advertisement space. In addition, if the user exposed to the advertisement does not visit the advertisement platform again, the survey may not be possible.

According to an embodiment, a method of conducting a survey may include exposing a target advertisement to first users through a first medium; sampling second users who use the first medium and the second medium together to conduct a survey related to the target advertisement through a second medium that is different from the first medium; providing the questionnaire survey to the second users through the second medium; generating an analysis result including an effect of the target advertisement based on the responses collected in response to the survey; and providing the analysis result to an advertiser of the target advertisement.

The sampling of the second users may include: sampling an experimental group from 2-1 users exposed to the target advertisement among the second users; and sampling a control group from second-second users who are not exposed to the target advertisement among the second users.

The sampling of the experimental group may include: sampling a first experimental group from the 2-1 users; sampling a second experimental group from users who do not use the second medium among the first users; sampling a third experimental group from the 2-1 users based on the second experimental group; and determining the experimental group based on the first experimental group and the third experimental group.

The step of sampling the first experimental group includes sampling the first experimental group from the 2-1 users so that the feature distribution ratio of the 2-1 users matches the feature distribution ratio of the first users can do.

The step of sampling the third experimental group may include sampling the third experimental group from the 2-1 users having a feature similarity with the second experimental group equal to or greater than a predetermined criterion.

The step of sampling the third experimental group may include sampling the third experimental group from the 2-1 users so that the feature distribution ratio of the third experimental group matches the feature distribution ratio of the first users. can

In the step of sampling the third experimental group, the number of samples extracted from the third experimental group is the number of first users exposed to the target advertisement among users of the first medium compared to the number of the second among the first users. It may include sampling a third experimental group from the 2-1 users to match the ratio between the number of users who do not use the medium.

The sampling of the experimental group further includes sampling a fourth experimental group from the 2-1 users based on the control group, and determining the experimental group includes the first experimental group, the third experimental group and The method may include determining the experimental group based on the fourth experimental group.

The sampling of the control group includes: sampling a first control group from the 2-2 users; sampling a second control group from users of the first medium who do not use the second medium and are not exposed to the target advertisement; sampling a third control group from the 2-2 users based on the second control group; and determining the control based on the first control and the third control.

The sampling of the first control group includes sampling the first control group from the 2-2 users so that the feature distribution ratio of the 2-2 users matches the feature distribution ratio of the first users. can do.

The step of sampling the third control group may include sampling the third control group from the second-second users having a feature similarity with the second control group equal to or greater than a predetermined standard.

Sampling the third control group may include sampling the third control group from the 2-2 users so that the feature distribution ratio of the third control group matches the feature distribution ratio of the first users. can

In the step of sampling the third control group, the number of samples extracted from the third control group is the first medium and the second medium compared to the number of users not exposed to the target advertisement among users of the first medium. The method may include sampling a third control group from the 2-2 users to match the ratio between the number of 2-2 users who are not exposed to the target advertisement while using the same.

The sampling of the control group further includes sampling a fourth control group from the 2-2 users based on the experimental group, and determining the control group includes the first control group, the third control group, and It may include determining the control group based on the fourth control group.

The first medium may include an advertisement medium, and the second medium may include an instant messenger medium.

The target advertisement may include a target advertisement related to the brand funnel, and the survey may include a survey related to the brand funnel.

According to an embodiment, a device for conducting a survey exposes a target advertisement to first users through a first medium, and conducts a survey related to the target advertisement through a second medium that is distinct from the first medium. In order to proceed, sampling second users who use the first medium and the second medium together, providing the questionnaire survey to the second users through the second medium, and collecting in response to the questionnaire survey a processor for generating an analysis result including an effect of the target advertisement based on the received response; and a communication interface that provides the analysis result to an advertiser of the target advertisement.

The processor samples an experimental group from 2-1 users exposed to the target advertisement among the second users, and samples a control group from 2-2 users who are not exposed to the target advertisement among the second users can do.

The processor samples a first experimental group from the 2-1 users, samples a second experimental group from users who do not use the second medium among the first users, and based on the second experimental group, A third experimental group may be sampled from the 2-1 users, and the experimental group may be determined based on the first and third experimental groups.

The processor samples a first control group from the 2-2 users, and samples a second control group from users of the first medium who do not use the second medium and are not exposed to the target advertisement. and sampling a third control group from the second-second users based on the second control group, and determining the control group based on the first control group and the third control group.

1 is a flowchart illustrating a method of conducting a survey according to an embodiment;
2 is a diagram illustrating an example of a target advertisement exposed to first users through a first medium according to an embodiment;
3 is a diagram for explaining classification of users according to an embodiment;
4 is a diagram for explaining a method of sampling second users according to an embodiment;
5 is a diagram for explaining a process of extracting a similar user according to an embodiment;
6 is a view for explaining a method of adjusting user distribution according to an embodiment;
7 is a flowchart illustrating a method for determining a control group according to an embodiment.
8 is a flowchart illustrating a method for determining an experimental group according to an embodiment.
9 is a diagram illustrating an example of a survey provided to second users through a second medium according to an embodiment;
10 is a view for explaining a process of providing an advertiser with an analysis result for a brand funnel-related survey according to an embodiment;
11 is a block diagram of an apparatus for conducting a survey according to an embodiment;

Specific structural or functional descriptions of the embodiments are disclosed for purposes of illustration only, and may be changed and implemented in various forms. Accordingly, the actual implementation form is not limited to the specific embodiments disclosed, and the scope of the present specification includes changes, equivalents, or substitutes included in the technical spirit described in the embodiments.

Although terms such as first or second may be used to describe various elements, these terms should be interpreted only for the purpose of distinguishing one element from another. For example, a first component may be termed a second component, and similarly, a second component may also be termed a first component.

When a component is referred to as being “connected” to another component, it may be directly connected or connected to the other component, but it should be understood that another component may exist in between.

The singular expression includes the plural expression unless the context clearly dictates otherwise. In this specification, terms such as "comprise" or "have" are intended to designate that the described feature, number, step, operation, component, part, or combination thereof exists, and includes one or more other features or numbers, It should be understood that the possibility of the presence or addition of steps, operations, components, parts or combinations thereof is not precluded in advance.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art. Terms such as those defined in a commonly used dictionary should be interpreted as having a meaning consistent with the meaning in the context of the related art, and should not be interpreted in an ideal or excessively formal meaning unless explicitly defined in the present specification. does not

Hereinafter, embodiments will be described in detail with reference to the accompanying drawings. In the description with reference to the accompanying drawings, the same components are assigned the same reference numerals regardless of the reference numerals, and the overlapping description thereof will be omitted.

1 is a flowchart illustrating a method of performing a survey according to an embodiment according to an embodiment. Referring to FIG. 1 , an analysis result based on responses collected in response to a survey through steps 110 to 150 of an apparatus for performing a survey (hereinafter, 'survey survey device') according to an exemplary embodiment The process of providing to the advertiser is shown.

In step 110, the survey device exposes the target advertisement to first users through the first medium. The targeted advertisement may be, for example, a targeted advertisement associated with a brand funnel. Here, the 'brand funnel' is one of the marketing strategies for customer analysis. For example, in relation to a company's brand advertising, it is an analysis method that numerically identifies key steps from customer inflow and conversion. may be applicable. The brand funnel divides the customer experience process from corporate brand advertising to conversion into stages, identifies when, where, and how they churn, improves the cause of churn, and increases customer conversion rates based on this. The campaign objectives of the brand funnel may include, for example, increasing awareness, encouraging participation, and increasing purchases. In addition, the measurement items of the brand funnel may include, for example, advertisement recall, brand awareness, brand interest, purchase consideration, brand preference, purchase intention, and the like. The survey device may derive consumer insights by measuring performance at each stage of the brand funnel through a survey.

The first medium may include various advertising media that provide advertisements, such as, for example, Twitter ^® , Facebook ^® , Daum ^® , and the like. The first users correspond to users registered or subscribed to the first medium, and may be, for example, users corresponding to the A+B+D+E group in FIG. 3 below. The survey device may, for example, expose a target advertisement registered in the advertisement platform in response to the advertisement exposure request of the first medium.

In step 120, the survey apparatus samples second users who use the first medium and the second medium together in order to conduct a survey related to the target advertisement through a second medium that is different from the first medium. The second medium may include, for example, an instant messenger medium. The survey may be, for example, a survey related to a brand funnel. Here, the second users may be, for example, users corresponding to the B+E group in FIG. 3 below.

In operation 120 , the survey apparatus may sample the experimental group from the second users (eg, users corresponding to group E of FIG. 3 ) exposed to the target advertisement among the second users. Also, the survey apparatus may sample a control group from second-second users (eg, users corresponding to group B of FIG. 3 ) who are not exposed to the target advertisement among the second users. A method for the survey device to sample the experimental group and the control group will be described in more detail with reference to FIGS. 4 to 8 below.

In step 130, the survey device provides a survey to the second users through the second medium. The survey apparatus may provide a survey to the second users through, for example, a message transmission module of the second medium. A survey may include, for example, questions about whether they are aware of a brand or product, showing selected questions to an experimental group and a control group. An example of a survey provided through the second medium may refer to FIG. 9 below.

In step 140, the survey device generates an analysis result including the effect of the target advertisement based on the responses collected in response to the survey. The analysis result was selected by the second users out of five questions including advertisement recall, brand awareness, purchase consideration, brand preference, and purchase intention, for example, from the perspective of the brand funnel ranging from recognition-consideration-preference-purchase. It may include advertising effectiveness measured by the item.

In step 150, the survey device provides the analysis result generated in step 140 to the advertiser of the target advertisement.

2 is a diagram illustrating an example of a target advertisement exposed to first users through a first medium according to an embodiment. Referring to FIG. 2 , a screen 200 of a target advertisement exposed to first users through an advertisement medium according to an exemplary embodiment is shown.

The target advertisement may be, for example, a brand funnel or a brand advertisement to enhance the image of the OO company. The target advertisement may include, but is not limited to, various corporate brand advertisements in addition to the brand funnel.

3 is a diagram for explaining classification of users according to an embodiment. Referring to FIG. 3 , classification of first users using a first medium, second users using both the first medium and the second medium, and third users using the second medium is shown. The first medium may correspond to, for example, an advertisement medium for exposing advertisements. Also, the second medium may correspond to, for example, an instant messenger medium. For example, the first medium and the second medium may be distinguished from each other, except when the messenger platform of the advertisement medium and the instant messenger medium are combined.

In FIG. 3 , the first users who use the first medium may correspond to the 'A+B+D+E' group. The second users who use the first medium and the second medium together may correspond to the 'B+E' group. In addition, the third users who use the second medium may correspond to the 'B+E+C' group.

Among the first users, first users who use only the first medium may correspond to the 'A+D' group. Among the first users, the first user(s) exposed to the advertisement may correspond to the 'D' group, and the first users not exposed to the advertisement may correspond to the 'A' group.

Also, the second users may correspond to the 'B+E' group. Among the second users, the second user(s) exposed to the advertisement may correspond to the 'E' group, and among the second users, the second user(s) not exposed to the advertisement may correspond to the 'B' group. .

According to an exemplary embodiment, a first medium (eg, an advertisement medium) to which advertisements are exposed and a second medium (eg, an instant messenger medium) for conducting a survey may be different. As such, when the media are different, as shown in FIG. 3 , the users of the first medium and the users of the second medium are only partially the same, and the users of the first medium and the users of the second medium may not be completely identical.

Therefore, when extracting a user group from each of the user group exposed to the advertisement (D+E group) and the user group not exposed to the advertisement (A+B group) among users of the first medium, group E and group B The user group sampled in , may not have representativeness representing the user group sampled from the D+E group and the A+B group, respectively.

A method of extracting representative experimental groups and control groups by the questionnaire survey apparatus according to an embodiment will be described in detail with reference to FIGS. 4 to 6 below.

4 is a diagram for describing a method of sampling second users according to an embodiment. 5 is a diagram for explaining a process of extracting similar users according to an embodiment, and FIG. 6 is a diagram for explaining a method of adjusting user distribution according to an embodiment.

Referring to FIG. 4 , a structure of a sampling module 400 of a survey apparatus according to an exemplary embodiment is illustrated.

The sampling module 400 may include a similar user extraction module 410 and/or a user distribution adjustment module 430 . The sampling module 400 may extract a representative control group and an experimental group 440 from the user information 405 through the similar user extraction module 410 and/or the user distribution control module 430 . The user information 405 may include, for example, information on users (B+E group) who use the first medium and the second medium together.

The similar user extraction module 410 may extract similar user groups 420 using various similar user finding logic, such as a look-alike audience extension system.

Hereinafter, a method for extracting a control group from similar users by the similar user extraction module 410 will be described with reference to FIG. 5 .

As shown in FIG. 5 , the similar user extraction module 410 is, for example, from users of group B, who are not exposed to advertisements among the second users (B+E), without using the second medium. A user group ('a group') 420 similar to users of group A who are not exposed to the advertisement may be extracted. Here, 'group a' may correspond to a user group of users extracted from group B and similar to users of group A. The similar user extraction module 410 may extract the similar user group 420 by a logic to find similar users based on the characteristics of users such as, for example, gender, age, preference, purchased items, and region. . The similar user extraction module 410 may, for example, sample group A from users of group B having a feature similarity with users sampled from users of group A who are not exposed to advertisements equal to or greater than a certain standard.

The similar user extraction module 410, in addition to the users randomly extracted from the B group, further extracts a user group similar to the users of the A group from the B group, so that the users sampled from the B group are randomly sampled from the A + B group. It can be made representative like a control group.

According to an exemplary embodiment, the survey apparatus uses the similar user extraction module 410 to obtain a control group similar to users in group D ('d') and a control group similar to users in group E ('e') from users in group B through the similar user extraction module 410 . ) to establish a control group to obtain more stringent control samples.

A method of extracting the control by the similar user extraction module 410 will be described in more detail with reference to FIG. 7 below.

Hereinafter, a method for extracting an experimental group from similar users by the similar user extraction module 410 will be described with reference to FIG. 6 .

Similar to the control group, the similar user extraction module 410 determines the first users using only the first medium from the group E exposed to the advertisement among the second users (B+E) who use the first medium and the second medium together. A user group ('d group') 420 similar to users of group D exposed to the advertisement among (A+D) may be extracted. Here, 'group d' may correspond to a user group of users extracted from group E and similar to users of group D. The similar user extraction module 410 may sample group d from users of group E having a feature similarity with users sampled from users D who do not use the second medium equal to or greater than a predetermined standard.

More specifically, the similar user extraction module 410 may randomly sample the first experimental group from users of the E group ('2-1-th users'). The similar user extraction module 410 is configured for users who do not use the second medium among the first users (eg, users of D+E group) exposed to the advertisement (eg, users of group D). The second experimental group can be sampled from The similar user extraction module 410 may sample the third experimental group ('d' group) from users of the E group based on the second experimental group. The similar user extraction module 410 may determine an experimental group based on the first experimental group and the third experimental group.

In this way, the similar user extraction module 410 extracts a user group similar to the users of the D group from the E group in addition to the randomly extracted users from the E group, so that the users sampled from the E group are randomly sampled from the D+E group. It can be made representative like the experimental group. A method of extracting the experimental group by the similar user extraction module 410 will be described in more detail with reference to FIG. 8 below. The user distribution adjustment module 430 determines that the users sampled through the similar user finding logic in the similar user extraction module 410 are identical to the user distribution of users exposed to advertisements (eg, users of the D+E group). By adjusting it to have a user distribution, the representativeness of the experimental group can be strengthened.

For example, when sampling from group E through the similar user finding logic in the similar user extraction module 410, the user distribution control module 430 may determine that the sample extracted from group d of group E is not exposed to advertisements. (D+E) It can be included in the same proportion as the group.

Alternatively, instead of randomly sampling the experimental group from the E group, the user distribution control module 430 sets the feature distribution ratio of the users in the E group to match the feature distribution ratio of the users in the D group exposed to the advertisement. The experimental group 440 may be sampled from users. In this case, the feature distribution ratio may include, for example, a gender ratio, a ratio of purchased items, and a signal level ratio, but is not necessarily limited thereto.

For example, suppose that the male to female ratio in group D is 2:8. In this case, the user distribution control module 430 samples the users so that the male to female ratio is 2:8 in the d experimental group extracted from the E group by the similar user extraction module 410 using the similar user search logic to survey the experimental group 440 to be surveyed. can be sampled.

In addition, the user distribution control module 430 is a user of users (eg, users of group A+B) whose users sampled through the similar user finding logic in the similar user extraction module 410 are not exposed to advertisements. By adjusting to have the same user distribution as the distribution, the representativeness of the control group can be strengthened.

For example, when sampling from group B through the similar user finding logic, the user distribution control module 430 determines that the sample extracted from group a of group B is as much as group A/(A+B) group that is not exposed to advertisements. It can be included as a percentage.

Alternatively, as in the experimental group, the user distribution adjustment module 430 may configure, for example, the feature distribution ratio of users of group B to match the feature distribution ratio of users of group A who are not exposed to advertisements, so that users of group B A control 440 may be sampled from In this case, the feature distribution ratio may include, for example, a gender ratio, a ratio of purchased items, and a signal level ratio, but is not necessarily limited thereto.

For example, suppose that the male to female ratio in group A is 2:8. In this case, the user distribution control module 430 samples the users so that the male to female ratio is 2:8 in the control group a extracted from group B by the similar user extraction module 410 using the similar user search logic to perform a questionnaire survey. can be sampled.

Some components of the sampling module 400 of the survey apparatus may be omitted or changed based on, for example, user distribution of the first medium and the second medium and user bias information. For example, when the messenger platform of the second medium includes the users of the first medium, or the users of the first medium and the users of the second medium are the same, the sampling module 400 is configured for users in groups E and B. Random sampling is performed by adjusting only the distribution. In this case, the sampling module 400 may include only the user distribution adjustment module 430 without the similar user extraction module 410 .

7 is a flowchart illustrating a method of determining a control group according to an exemplary embodiment. Referring to FIG. 7 , a process of sampling a control group through steps 710 to 740 by the survey apparatus according to an exemplary embodiment is illustrated.

In operation 710 , the survey apparatus may sample a first control group from users of group B ('second-second users'). In step 720 , the survey apparatus determines the group A of users of the first medium (eg, users of the A+B+D+E group) of group A without using the second medium and not exposed to advertisements. A second control group may be sampled from users.

In operation 730, the survey apparatus may sample the third control group (a) from users of group B ('second-second users') based on the second control group. For example, the survey apparatus may sample the third control group (a) from users of group B having a feature similarity with the second control group equal to or greater than a predetermined criterion.

In the survey device, the number of samples extracted from the third control group (a) sampled from users of group B is determined among users of the first medium who are not exposed to the target advertisement (eg, group A + B). A third control group (a) was sampled from users of group B to match the ratio between the number of users of group B who were not exposed to the target advertisement while using the first medium and the second medium together with respect to the number of users of group B) can do.

In operation 740 , the survey device may determine a control group based on the first control group and the third control group. For example, the survey device may determine the union of the first control group and the third control group as the final control group. Alternatively, the survey apparatus may determine the final control group from the union of the first control group and the third control group so that the characteristic distribution ratio of the final control group coincides with the characteristic distribution ratio of users of the A+B group.

According to an embodiment, the survey apparatus may further sample a fourth control group (e) similar to users of group E from users of group B based on the experimental group in step 730 . In this case, the survey device may determine the control group based on the first control group, the third control group (a), and the fourth control group (e) in step 740 .

8 is a flowchart illustrating a method of determining an experimental group according to an exemplary embodiment. Referring to FIG. 8 , a process of sampling an experimental group through steps 810 to 840 by the survey apparatus according to an exemplary embodiment is illustrated.

In operation 810 , the survey apparatus may sample the first experimental group from users of group E ('2-1-th users'). In operation 820 , the survey apparatus may sample the second experimental group from users of the D+E group who do not use the second medium (eg, users of the D group).

In operation 830 , the survey apparatus may sample the third experimental group d from users of the E group based on the second experimental group. For example, the survey apparatus may sample the third experimental group (d) from users of the E group having a feature similarity with the second experimental group equal to or greater than a predetermined criterion.

The survey apparatus determines that the number of samples extracted from the third experimental group (d) previously sampled from users of group E is, users of the first medium (eg, users of group A + B + D + E). To match the ratio between the number of first users (D+E) exposed to the target advertisement and the number of users of group D among users of group D+E, the third experimental group (d) from users of group E can be sampled.

In operation 840 , the survey apparatus may determine an experimental group based on the first experimental group and the third experimental group. For example, the survey apparatus may determine the union of the first experimental group and the third experimental group as the final experimental group. Alternatively, the survey apparatus may determine the final experimental group from the union of the first experimental group and the third experimental group so that the feature distribution ratio of the final experimental group coincides with the feature distribution ratio of users of the D+E group.

9 is a diagram illustrating an example of a survey provided to second users through a second medium according to an exemplary embodiment. Referring to FIG. 9 , a screen 900 including contents of a survey provided by the survey apparatus through a second medium according to an exemplary embodiment is shown.

The survey may include items corresponding to measurement items of the brand funnel, such as, for example, advertisement recall, brand awareness, brand interest, purchase consideration, brand preference, purchase intention, and the like, but is not limited thereto. The survey device may derive consumer insights by measuring performance at each stage of the brand funnel through a survey.

As described above, the survey apparatus provides a survey through a second medium (eg, an instant messenger medium) so as to be associated with the brand funnel without dedicating the advertising space of the first medium (eg, an advertisement medium). You can conduct a survey on the target advertisement. The survey apparatus may conduct a survey through the second medium without waiting for the user to revisit the medium by conducting the survey.

In addition, the survey apparatus may conduct a survey on an advertisement page capable of interworking with a messenger irrespective of the ground environment (eg, the size and location of the ground).

10 is a diagram for explaining a process of providing an advertiser with an analysis result for a brand funnel-related survey according to an exemplary embodiment. Referring to FIG. 10 , a process in which the survey apparatus performs a survey through the processes of steps 1010 to 1080 and provides an analysis result of the survey to an advertiser according to an exemplary embodiment is illustrated.

In step 1010 , the survey device may register the brand advertisement of the advertiser 1001 in the advertisement platform 1002 .

In step 1020 , the advertisement platform 1002 may deliver the advertisement material registered in the advertisement platform 1002 to the advertisement medium 1003 according to the exposure request of the advertisement medium 1003 .

In step 1030 , the advertisement medium 1003 may expose the brand advertisement to users according to the advertisement material delivered from the advertisement platform 1002 .

When advertisement publication through the advertisement medium 1003 is completed in step 1030 , in step 1040 , the survey device may transmit user information exposed to the advertisement to the database 1004 . The database 1004 may transmit user information to the sampling module 1005 . The sampling module 1005 may correspond to, for example, the above-described sampling module 400 .

In step 1050 , the sampling module 1005 may extract representative experimental groups and control groups from the user information received from the database 1004 . The sampling module 1005 may sample an experimental group from users exposed to advertisements by the above-described method. Also, the sampling module 1005 may sample a control group from users who are not exposed to advertisements by the above-described method.

In step 1060, the survey device may send a survey to the experimental group and the control group through the message transmission module 1006 of the messenger platform, and collect responses to the survey. In this case, an example of a platform that can be used as a messenger may include, but is not necessarily limited to, a Kakao Talk ^® talk channel or a mega plus buddy of the talk channel.

In step 1070 , the message transmission module 1006 may transmit the survey response value to the advertisement platform 1002 . The advertisement platform 1002 may transmit the survey response value to the survey result analysis module 1007 .

In step 1080, the questionnaire result analysis module 1007 may generate an analysis result including the effect of the brand advertisement, and send a report including the analysis result to the advertiser 1001 of the brand advertisement.

11 is a block diagram of an apparatus for conducting a survey according to an embodiment. Referring to FIG. 11 , an apparatus for performing a survey (hereinafter, referred to as a 'survey survey apparatus') 1100 according to an exemplary embodiment includes a processor 1110 , a communication interface 1130 , and a memory 1150 . The processor 1110 , the communication interface 1130 , and the memory 1150 may be connected to each other through the communication bus 1105 .

The processor 1110 exposes the target advertisement to first users through the first medium. The processor 1110 samples second users who use the first medium and the second medium together in order to conduct a survey related to the target advertisement through a second medium that is different from the first medium. The processor 1110 provides the questionnaire survey to the second users through the second medium. The processor 1110 generates an analysis result including the effect of the target advertisement based on the responses collected in response to the survey.

The processor 1110 may sample the experimental group from the 2-1 users exposed to the target advertisement among the second users, and sample the control group from the 2-2 users who are not exposed to the target advertisement among the second users. have.

The processor 1110 may sample the first experimental group from the 2-1 users. The processor 1110 may sample the second experimental group from users who do not use the second medium among the first users. The processor 1110 may sample the third experimental group from the 2-1 users based on the second experimental group. The processor 1110 may determine an experimental group based on the first experimental group and the third experimental group.

The processor 1110 may sample the first control group from the 2-2 users. The processor 1110 may sample the second control group from users of the first medium who are not exposed to the target advertisement while not using the second medium. The processor 1110 may sample a third control group from the 2-2 users based on the second control group. The processor 1110 may determine a control group based on the first control group and the third control group.

The communication interface 1130 provides the analysis result generated by the processor 1110 to the advertiser of the target advertisement.

The memory 1150 may store a target advertisement exposed through the first medium. The memory may store the survey provided through the second medium. The memory 1150 may store a control group and an experimental group sampled by the processor 1110 . Also, the memory 1150 may store responses collected in response to a survey.

In addition, the processor 1110 may perform at least one method or an algorithm corresponding to the at least one method through FIGS. 1 to 10 . The processor 1110 may execute a program and control the survey apparatus 1100 . The program code executed by the processor 1110 may be stored in the memory 1150 .

Memory 1150 may include, for example, high-speed random access memory, such as DRAM, SRAM, DDR RAM, or other fast access solid state memory device. The memory 1150 may include a volatile memory and a non-volatile memory. The memory 1150 may selectively include at least one storage device remotely located from the processor 1110 .

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

The software may comprise a computer program, code, instructions, or a combination of one or more thereof, which configures a processing device to operate as desired or is independently or collectively processed You can command the device. The software and/or data may be any kind of machine, component, physical device, virtual equipment, computer storage medium or device, to be interpreted by or to provide instructions or data to the processing device. , or may be permanently or temporarily embody in a transmitted signal wave. The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored in a computer-readable recording medium.

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, and the program instructions recorded on the medium are specially designed and configured for the embodiment or may be known and available to those skilled in the art of computer software. may be Examples of the computer-readable recording medium include magnetic media such as hard disks, floppy disks and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic such as floppy disks. - includes magneto-optical media, and hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like.

The hardware devices described above may be configured to operate as one or a plurality of software modules to perform the operations of the embodiments, and vice versa.

As described above, although the embodiments have been described with reference to the limited drawings, a person skilled in the art may apply various technical modifications and variations based thereon. For example, the described techniques are performed in a different order than the described method, and/or the described components of the system, structure, apparatus, circuit, etc. are combined or combined in a different form than the described method, or other components Or substituted or substituted by equivalents may achieve an appropriate result.

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

Claims (21)

exposing the target advertisement to first users through a first medium;
sampling second users who use the first medium and the second medium together to conduct a survey related to the target advertisement through a second medium that is different from the first medium;
providing the questionnaire survey to the second users through the second medium;
generating an analysis result including an effect of the target advertisement based on the responses collected in response to the survey; and
providing the analysis result to an advertiser of the target advertisement
containing,
How to conduct a survey. According to claim 1,
The step of sampling the second users is
sampling an experimental group from 2-1 users exposed to the target advertisement among the second users; and
Sampling a control group from second-2 users who are not exposed to the target advertisement among the second users
containing,
How to conduct a survey. 3. The method of claim 2,
The step of sampling the experimental group is
sampling a first experimental group from the 2-1 users;
sampling a second experimental group from users who do not use the second medium among the first users;
sampling a third experimental group from the 2-1 users based on the second experimental group; and
determining the experimental group based on the first experimental group and the third experimental group
containing,
How to conduct a survey. 4. The method of claim 3,
The step of sampling the first experimental group is
sampling the first experimental group from the 2-1 users so that the feature distribution ratio of the 2-1 users matches the feature distribution ratio of the first users
containing,
How to conduct a survey. 4. The method of claim 3,
The step of sampling the third experimental group is
sampling a third experimental group from the 2-1 users whose feature similarity with the second experimental group is equal to or greater than a certain standard
containing,
How to conduct a survey. 6. The method of claim 5,
The step of sampling the third experimental group is
sampling the third experimental group from the 2-1 users so that the feature distribution ratio of the third experimental group coincides with the feature distribution ratio of the first users
containing,
How to conduct a survey. 6. The method of claim 5,
The step of sampling the third experimental group is
The number of samples extracted from the third experimental group is between the number of users of the first medium who are exposed to the target advertisement compared to the number of users who do not use the second medium among the first users. Sampling a third experimental group from the 2-1 users to match the ratio
containing,
How to conduct a survey. 4. The method of claim 3,
The step of sampling the experimental group is
Sampling a fourth experimental group from the 2-1 users based on the control group
further comprising,
The step of determining the experimental group is
determining the experimental group based on the first experimental group, the third experimental group, and the fourth experimental group
containing,
How to conduct a survey. 3. The method of claim 2,
The step of sampling the control is
sampling a first control group from the 2-2 users;
sampling a second control group from users of the first medium who do not use the second medium and are not exposed to the target advertisement;
sampling a third control group from the 2-2 users based on the second control group; and
determining the control based on the first control and the third control;
containing,
How to conduct a survey. 10. The method of claim 9,
The step of sampling the first control is
sampling a first control group from the 2-2 users so that the feature distribution ratio of the 2-2 users matches the feature distribution ratio of the first users
containing,
How to conduct a survey. 10. The method of claim 9,
The step of sampling the third control is
sampling the third control group from the 2-2 users whose feature similarity with the second control group is equal to or greater than a predetermined standard
containing,
How to conduct a survey. 12. The method of claim 11,
The step of sampling the third control is
sampling the third control group from the 2-2 users so that the feature distribution ratio of the third control group matches the feature distribution ratio of the first users
containing,
How to conduct a survey. 12. The method of claim 11,
The step of sampling the third control is
The number of samples extracted from the third control group is not exposed to the target advertisement while using the first medium and the second medium together compared to the number of users who are not exposed to the target advertisement among users of the first medium. sampling a third control group from the 2-2 users to match the ratio between the number of 2-2 users who are not
containing,
How to conduct a survey. 10. The method of claim 9,
The step of sampling the control is
Sampling a fourth control group from the 2-2 users based on the experimental group
further comprising,
The step of determining the control group is
determining the control based on the first control, the third control, and the fourth control;
containing,
How to conduct a survey. According to claim 1,
The first medium includes an advertising medium,
wherein the second medium comprises an instant messenger medium;
How to conduct a survey. According to claim 1,
The target advertisement includes a target advertisement related to the brand funnel,
wherein the survey comprises a survey related to the brand funnel;
How to conduct a survey. A computer program stored in a computer-readable recording medium in combination with hardware to execute the method of any one of claims 1 to 16. In order to expose a target advertisement to first users through a first medium and conduct a survey related to the target advertisement through a second medium that is distinct from the first medium, the first medium and the second medium Samples second users who use a processor for generating an analysis result; and
Communication interface for providing the analysis result to the advertiser of the target advertisement
containing,
A device for conducting surveys. 19. The method of claim 18,
the processor
sampling an experimental group from 2-1 users exposed to the target advertisement among the second users, and sampling a control group from 2-2 users not exposed to the target advertisement among the second users,
A device for conducting surveys. 20. The method of claim 19,
the processor
A first experimental group is sampled from the 2-1 users, a second experimental group is sampled from users who do not use the second medium among the first users, and based on the second experimental group, the second -1 sampling a third experimental group from users, and determining the experimental group based on the first and third experimental groups,
A device for conducting surveys. 20. The method of claim 19,
the processor
sampling a first control group from the 2-2 users, and sampling a second control group from users of the first medium who do not use the second medium and are not exposed to the target advertisement, sampling a third control group from the 2-2 users based on the second control group, and determining the control group based on the first control group and the third control group;
A device for conducting surveys.

Images