WO2004107232A1 - コンタクトポイント・ナビゲーション・システム及びその方法又はその方法を記録した記録媒体及びその方法を伝送する伝送媒体 - Google Patents
コンタクトポイント・ナビゲーション・システム及びその方法又はその方法を記録した記録媒体及びその方法を伝送する伝送媒体 Download PDFInfo
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- WO2004107232A1 WO2004107232A1 PCT/JP2003/006666 JP0306666W WO2004107232A1 WO 2004107232 A1 WO2004107232 A1 WO 2004107232A1 JP 0306666 W JP0306666 W JP 0306666W WO 2004107232 A1 WO2004107232 A1 WO 2004107232A1
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
- G06Q30/0244—Optimization
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0207—Discounts or incentives, e.g. coupons or rebates
- G06Q30/0225—Avoiding frauds
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0249—Advertisements based upon budgets or funds
Definitions
- the present invention relates to a navigation method and a system for an optimal contact point between a communication target (brand) and a consumer, a recording medium recording the method, and a transmission medium for transmitting the method.
- contact point navigation includes not only “selection of contact points” but also “selection”. Distribution of communication budget (advertisement budget) to each selected contact point. This includes selection and decision-making and allocation of communication budget (advertising budget) to each vehicle.
- Japanese Patent Application Laid-Open Publication No. 2002-245525 discloses a system for selecting an advertising space across a plurality of advertising media, and includes a contact between a consumer and each advertising media.
- An advertising space selection method in which advertising space is sequentially selected within the range of acquisition costs for each type of advertising media based on the probability data, and the total contact probability divided by the acquisition cost of the advertising space is maximized. And its system have been proposed.
- the advertisement space selection method exemplified in Japanese Patent Application Laid-Open No. 2002-245525 can be said to be a reach-priority type advertisement space selection method in which the highest priority is given to the efficiency of reaching the consumer. Indeed, the higher the number of times an ad has reached consumption, the more indirectly a particular brand It is expected that the corresponding advertising effect can be improved.
- Advertisers are more likely to get tired of the indirect advertising effects that can be enjoyed by such a priority-based advertising space selection method, and to select advertising spaces that can be expected to have a certain advertising effect.
- the advertisement space selection method exemplified in Patent Document 1 has a configuration in which the advertisement space selection is substantially determined based on the contact probability, the acquisition cost is set for each advertisement so that the reaching efficiency is maximized. Although it can be said that it is distributed to slots, it is not always the case that maximum reach efficiency and maximum advertising effect are the same, so such inventory selection can really expect the most effective advertising effect It lacks the security that it is.
- the advertising space selection method exemplified in Japanese Patent Application Laid-Open No. 2002-245525 basically selects on a per advertising medium type basis. Since the cost distribution between the advertising media types is fine-tuned so that it falls within the range, the selection of the advertising space within the same advertising media type can be said to maximize the contact probability per acquisition cost. There is no guarantee that the probability of contact per acquisition cost is maximum if the selection of advertising space spans multiple advertising media types.
- the contact probability itself as a selection criterion has a different scale for each advertising medium so that the audience rating on TV and the audience rating on radio cannot be simply compared.
- the advertising effectiveness of individual advertising vehicles in different advertising media types cannot be equally compared with the probability of contact.
- the advertising space selection method exemplified in Patent Document 1 was a very useful tool for advertising agency staff, but in the future era when advertising effect-oriented advertising space selection is required. In this regard, it is inevitable that advertisers will be able to select sufficiently satisfactory advertising space.
- the present inventors analyzed that the advertising effect is affected by four factors, “time”, “place”, “place”, and “mood” when the advertisement reaches each consumer. If there is an index that takes into account the effects of these four factors on the contact probability, it can be a fairly accurate index for evaluating the advertising effect, at least as disclosed in Japanese Patent Application Laid-Open No. 2000-24025. We thought that we could respond to the advertiser's demands at a higher level than the reach-priority-priority advertising space selection method exemplified in the gazette.
- the present invention (1) provides a computer having at least an arithmetic function and an input / output function and capable of collecting information from a general consumer database, setting a phase corresponding to a product type to which the brand belongs; A step of extracting a resident corresponding to the target resident attribute from the resident comprehensive database, a step of determining a phase to which the extracted resident belongs, and a step of selecting the phase to which the extracted resident belongs.
- the present invention (2) provides a consumer general database, a product information database, and a computer having at least an arithmetic function and an input / output function and capable of collecting information from these databases to execute at least the following steps.
- a contact point navigation method comprising performing navigation related to a contact point having a high advertising effect.
- the present invention (3) provides a consumer general database, a product information database, and a computer having at least an arithmetic function and an input / output function and capable of collecting information from these databases to execute at least the following steps.
- a navigation method for a contact point wherein navigation is performed on a contact point having a high advertising effect.
- the step of obtaining the contact point potential CP-Potential (p) for each phase from the target population database For each contact point, the step of obtaining the contact point potential CP-Potential (p) for each phase from the target population database.
- the actor rate index (MCR (t )) From the target population database;
- the present invention (4) provides a step of inputting a communication budget, a step of allocating the communication budget to each phase in accordance with the number of consumers in each phase in each target population,
- the contact point navigation method according to any one of the inventions (2) and (3), further comprising:
- the present invention (5) provides a consumer general database, a product information database, and a computer having at least an arithmetic function and an input / output function and capable of collecting information from these databases to execute at least the following steps.
- a contact point navigation method provided by any one of the inventions (2) and (3), further comprising:
- the present invention (5) provides a consumer general database, a product information database, and a computer having at least an arithmetic function and an input / output function and capable of collecting information from these databases to execute at least the following steps.
- a contact point navigation method is a consumer general database, a product information database, and a computer having at least an arithmetic function and an input / output function and capable of collecting information from these databases to execute at least the following steps.
- the contact point potential index in the target population Calculating an index of an average contact rate for each contact point; an index of an average contact point and an affinity index of mood during the time period for each contact point; Steps to determine the ranking of points,
- the present invention (6) provides a consumer general database, a product information database, and a computer having at least an arithmetic function and an input / output function and capable of collecting information from these databases to execute at least the following steps.
- a contact point navigation method is provided.
- the final selection number of the contact points for each phase is determined according to the budget amount distributed for each phase, and the primary narrowing down number to reach the final selection number is determined.
- a step for setting the secondary narrowing down number is determined.
- a contact point potential index in the target population an average contact rate index for each contact point during a time period suitable for the target population; an average contact point and mood during a time period suitable for the target population. Calculating each index of the affinity index of each contact point;
- the step of selecting the primary number of the contact points in order from the contact point having a higher index value Using any one of the indices, the step of selecting the primary number of the contact points in order from the contact point having a higher index value,
- the secondary narrowing down the contact points in order from the contact point having the higher index value among the contact points after the primary narrowing.
- the number of contact points selected from the contact points after the secondary narrowing down in order from the contact point with the higher index value is selected number Step to select minutes,
- the present invention (7) provides a step of equally allocating the budget allocated to the phase to each of the selected contact points, and a step of outputting the budget allocated to the selected contact point.
- the present invention (8) is a step of selecting one or more vehicles related to the selected contact points in order of a contact ratio index (CR) within a budget allocated to each of the contact points,
- the contact point navigation method according to any one of the present inventions (4) and (7), further comprising:
- the present invention (9) relates to a vehicle having the above-mentioned contact rate index (CR) of the vehicle at the selected contact point, wherein the contact rate index (CR) is equal to or greater than a threshold value. Allocated to each of the contact points according to the percentage Allocating the allocated budget,
- the mood affinity index MAI (t) may be a mood classification type share (share (t, m)) for the target population, and an affinity between media and mood (mode.). Any one of the present inventions (2) to (9), wherein a weighted average value of the affinity index is derived by the following equation (II) based on the index (affinity (m)). Or 1) The contact point navigation method of the invention. m 10
- the contact point potential (CP-potential (p)) is used as product information recognition means in each phase from the target population database.
- the present invention (2) to (10) is characterized in that the information is determined by collecting and totaling information on the contribution of each media. Method.
- the step of determining a time zone suitable for contact with the target population for each phase includes:
- a time period in which the ratio of persons who are in a state in which the consumers belonging to the target population can receive the information corresponding to the phase is equal to or greater than a predetermined threshold is defined as a time period suitable for contact with the target population.
- 03 006666 1 10 Akira Akira (13) is a step of determining a time zone suitable for contact with the target population for each phase,
- the communication budget may be such that the total communication budget over the entire campaign period is divided into a plurality of planning periods and distributed to each planning period. Budget amount,
- the allocation of the communication budget to each of the phases is such that, as the planning period is located at the beginning of the campaign period, the allocation budget in the first phase of the purchasing process is increased, and the allocation in the later phase of the purchasing cycle is performed.
- Each phase is set so that the budget amount is reduced, while the allocation budget amount in the first phase of the purchasing cycle is smaller and the allocation budget amount in the latter phase of the purchasing cycle is larger at the end of the campaign period.
- the contact point navigation method according to any one of the present inventions (2) to (13), wherein a budget allocated to the contact point is determined.
- the present invention in the communication budget amount, the total communication budget amount over the entire campaign period is divided into a plurality of planning periods and distributed to each planning period.
- the communication budget amount is calculated based on the total number of consumers corresponding to the above-mentioned consumer attributes for each fuse during each planning period, and the total number of consumers corresponding to the above-mentioned consumer attributes for each fuse during each planning period.
- the total communication budget amount is distributed according to the ratio of the total number of people to the total number of consumers over the period and all the foods, and the total is distributed over each phase of the purchasing process.
- the contact point navigation method according to any one of the present inventions (2) to (13).
- the communication budget may be such that the total communication budget over the entire campaign period is divided into a plurality of planning periods and distributed to each planning period.
- the respective communication budget amounts are calculated by estimating the number of people living in the corresponding planning period based on the yearly transition statistics of the number of living people corresponding to the above-mentioned attributes of living people.
- the present invention is characterized in that the total communication budget is distributed in accordance with the ratio of the estimated number of living people to the total
- the present invention (17) provides a recording medium in which the contact point navigation method according to any one of the present inventions (1) to (16) is recorded by a computer.
- the present invention (18) is a transmission medium for transmitting the contact point navigation method according to any one of the present inventions (1) to (16) by a computer.
- the present inventions (19) to (33) relate to contact point navigation systems corresponding to the contact point navigation methods of the present inventions (2) to (16), respectively.
- the term “consumer” is synonymous with a general consumer, but is a general term for ordinary people, regardless of whether or not they actually consume goods or services.
- Brand is the name (brand) given to a product or service that the consumer wants to consume, as a unit that can distinguish the provider or performance.
- Media is a general term for mediating information transmission when introducing information on products and services to consumers. This effort is not limited to so-called mass media such as ⁇ , radio and newspapers.
- Vehicle is a generic term for individual brands that need to be distinguished by media brand differences within the same type of media. (For example, A station on TV / a channel, B station / b channel, etc. in newspapers, C paper, D paper, etc.)
- Communication ⁇ is a generic term for advertising, advertising, providing information, etc., and introducing consumers' own brand to consumers.
- Contact point is a collective term for opportunities to introduce a brand to consumers, who are customers, and is not limited to “mass media”. This includes cases where no advertising or publicity activities are conducted.
- the “purchasing process” is a type of flow of consciousness from the time a consumer consumes a product or service until the consumer recognizes the brand of the product or service, and then makes a decision on purchasing. It is.
- the process leading up to becoming a repeater may be categorized. It can be broadly divided into “brand recognition period”, “brand preference period”, “decision period”, and “retention period”.
- Phase refers to each stage when the degree of heightened awareness in the purchasing process is divided into stages. In the case of ordinary products or services, it is a daily routine to recognize the product type and brand. Stage, whether it is necessary to purchase a product type, the stage of independent consideration of the superiority of each brand, the stage of deciding whether or not to actually purchase, and the case of purchasing once Later, as a repeater, there is a stage where memories of brands etc. that may motivate repurchase are retained.
- Brain involvement is a quantitative measure of the relationship between consumers and their brands, as measured by a measurement method typified by the semantic differential method (SD method) for consumers. is there. In some cases, it can be replaced by indices such as frequency of brand use, purchase frequency, and consumption frequency. This indicator fluctuates over time, reflecting the growing awareness of the brand as the advertising campaign progresses.
- SD method semantic differential method
- the “product type” is closely related to the “purchasing process”, and is usually roughly classified into “durable consumer goods type” and “daily goods type”. This is a type of product or service type that has a tendency for the population ratio of consumers to be common depending on the type of consumer.
- “Navigation” refers to selecting contact points, determining vehicles, and communicating budgets that are effective in effectively communicating information about the brand to consumers. To provide support information for advertising and publicity activities, such as the distribution of
- the “Consumer Database” refers to at least how many and how many people, randomly selected and randomly selected, are in contact with various types of information, Data on how and when you live, and data on what kind of product and how much you spend, based on the attributes of consumers It is a database that is stored in a searchable form.
- the “product information database” stores searchable information on the correlation between the product type and the purchase process and the information on the correlation between the purchase process and the phase setting. It is a database that can specify a specific purchasing process and can also specify the phase classification in the purchasing process.
- the “contact point potential index” is an index that indicates the influence of each media as an information source in each phase. This is a compilation and index of the status of which media consumers use as information sources in each phase of the purchasing process through w e b surveys and on-site surveys.
- the “contact rate index by contact point” is an index related to the rate of contact (or action) by consumers at each contact point every hour. It is a general term for TV ratings, radio listening rates, and magazine reading rates.
- the “contact affinity with mood affinity index” is the result of a survey on the compatibility between each contact point and the mood type (10 type).
- the index of the whole air classification type is 100% when summed for each contact point.
- FIG. 1 Schematic diagram of the system configuration according to the present invention
- Fig. 3 Diagram showing an example of the ranking of the contact potential according to the present invention
- Fig. 4 shows a calculation example of the contact point power according to the present invention.
- Fig. 5 shows a calculation example of the affinity index of the contact point and the mood according to the present invention.
- FIG. 6 is a diagram showing an example of selecting a contact point and allocating a budget to the contact point according to the present invention.
- Fig. 7 Diagram illustrating the ratio of consumers in each phase according to the purchasing process according to the present invention
- Fig. 8 Diagram showing an example of budget allocation for the full year of the campaign according to the present invention.
- FIG. 1 shows a basic system configuration of a contact point navigation system according to the present invention.
- the hardware configuration is very simple.
- the host computer (CPU) is connected to the consumer database (DB 1) and the product information database (DB 2) via the bus line (BL), It is also connected to a terminal that has an output function.
- the input / output terminals can be connected to other terminals installed in the same premises or, in some cases, outside the building via LAN.
- the host computer is also connected to a network such as the Internet, conducts web surveys and the like for sample users (SU), and conducts the consumer general database (DB 1) and the product information database (DB 2). It is desirable that the system be configured so that the accumulated information can be updated in real time.
- the comprehensive consumer database (DB 1) and the product information database (DB 2) collect a wide range of information on a large scale and are frequently used for other purposes. However, it is desirable that it be possible to collect only the data necessary for performing contact point navigation separately from these databases, and create a new database (TP-DB) only for the target population. .
- the purchase process is determined based on the product type of the brand to be advertised.
- Figure 2 shows the outline.
- the purchasing process can be divided into four phases: a “brand recognition phase”, a “brand preference phase”, a “decision phase”, and a “retention phase”.
- the consumer starts by recognizing the brand to be advertised, then gradually chooses from among competing brands, decides to purchase the selected brand, and furthermore, the latest purchase date It is likely that the brand will return to its original state after a period of time where the brand will remain in the consumer's memory.
- the purchasing process is not systematized into one, but is broadly divided into the “durable consumer goods” type and the “daily necessities” type, and is used depending on which purchasing process the brand to be advertised matches. The method was adopted.
- a typical example of the former is an automobile, and a typical example of the latter is a hamburger.
- the retention period is usually due to the fact that the brand itself will be changed before the last purchase Not realistic in terms of effect.
- the present invention is not limited to the format for inputting the product type as described above, and the purchasing process (and its phase classification) itself can be manually input.
- the degree of involvement information indexed by the SD method or the like can be substituted by data such as purchase frequency, use frequency, and consumption frequency of the product type. .
- Fig. 2 For example, durable consumer goods such as automobiles are products that are not purchased frequently and are expensive, so they require considerable consideration before deciding to purchase.
- Fig. 2 it can be divided into three phases: “daily period”, “purchase study period”, and “purchase decision period”.
- the purchasing process envisaged for “daily goods” type products and services such as hamburgers is a “durable consumer goods type.”
- the “daily period,” “purchase study period,” and “purchase decision period” are mixed. Therefore, it is realistic to distinguish between the “daily period” for brand recognition and the “purchase period” immediately after purchase, which gives a direct opportunity to visit the store. Since it is fully anticipated that the same customer will return to the store and repurchase as a repeater, the brand will be retained for a short period of time from the most recent purchase date, and there is no need to recognize the brand from the beginning. It is important to consider the phases.
- phase classification is automatically selected by determining whether the product type of the brand to be advertised belongs to the “durable consumer goods type” or the “daily goods type”, and at the same time, the subsequent processing A work area is also secured.
- the advertiser selects a group of consumers who wants to advertise from the comprehensive consumer database.
- Specific criteria for selecting targets are, for example, single women in their 20s. 30s Males with wife and children are considered. Any information collection item of the consumer database can be adopted as this selection criterion.
- This selection criterion is entered and extracted from the comprehensive consumer database targeting consumers who meet the selection criterion.
- information on the target consumers is also collected and separately stored as a target population database.
- the attributes of the purchase layer of the product type can be analyzed and extracted from the consumer comprehensive database, and the consumers corresponding to the attributes of the purchase layer can be automatically extracted as a target.
- a “time zone” for advertising suitable for the product type is determined for each of the phases.
- This time zone is a time zone in which information according to the phase can be provided. Therefore, taking the “daily life” as an example, Consumers cannot give detailed information about the brand because they are not particularly willing to obtain product information. Can do it. Therefore, the “time zone” of the “daily life” is suitable for the standard waking hours of the target consumer (for example, 6:00 to 24 o'clock). On the other hand, for example, during the “purchase study period”, “purchase decision period”, or “purchase period”, the transmitted information becomes more detailed, so it is only necessary for the target consumer to wake up. Instead, a time zone must be chosen that is ready to accept the details provided for such a phase.
- the selection of the “time zone” usually depends on the intention of the advertiser along with the selection of the “target”, and therefore, in this system, the time zone to be caught is set for each phase.
- the output is limited to manual selection as a kind of initial value.
- the candidate “time zone” statistically derives the standard lifestyle of a group of consumers that matches the target's attributes of consumers, and selects a time zone that can provide information at a level corresponding to the phase. This is done by choosing It is also possible to configure the system so that it is automatically determined until the “time zone” in a fully automatic manner.
- the lifestyle group is further subdivided for each phase, rather than deriving a lifestyle style for the entire lifestyle group that matches the target lifestyle attribute. You can also ask for a standard lifestyle for each phase.
- various indices which are the criteria for selecting a contact point, are calculated for each phase for each contact point.
- contact point potential index (i) contact point potential index, (ii) contact rate index by contact point, (iii) contact point
- contact point power is calculated using three combinations of the affinity index for minutes.
- the contact point potential is an index that represents the power as an information source for each phase.
- Fig. 3 shows the ranking of the contact point potential values for each phase for the “groceries” plan.
- the “contact rate index by contact point (MCR (t))” is an index such as audience rating, listening rate, reading rate, actor rate, etc. tabulated for each time zone. Is the ratio of those who are in an environment where the In the upper part of FIG. 4, the values of the contact rates in the case of TV CM and weeb are illustrated, respectively.
- the “contact point and mood affinity index (MA I (t))” is also exemplified in the upper row of FIG. 4 (in the figure, “mood (MA I (t))”). did. This value is calculated as in the following equation (II). First, the mood score for each time zone of the group of consumers who is the target of the contact point is collected (upper row in Fig. 5), and the score for the affinity between the contact point and the mood is also collected (Fig. 5 lower).
- the mood (mode) type 10 types
- the mood (mode) of a consumer is generally said to be categorized into 10 types.
- the mood when watching TV is On average, 20% of people feel “fun” and 10% feel “discreet”. In this way, it is necessary to collect in advance the mood when touching each contact point, as there are individual differences.
- This “mood (mode)” also varies depending on the time of day. example For example, in the time zone from 11:00 to 11:59 on weekdays, 25.0% of people have a “fun” mood, and 22.9% have a mood of "somehow”. .
- the weighted average of these two scores (0.25 X 20 + 0.229 X 10 + 0.188 X4 + ⁇ ⁇ ⁇ ) is calculated as the “contact point and mood affinity index (MA I (t )) ”(Upper row in Fig. 4).
- the product of the affinity index (MA I (t)) and the contact point contact rate index (MCR (t)) is integrated over the “time period” (t 2 ), and the above-mentioned contact point potential is further integrated.
- CP—potential the contact point power (CP-Power) for each phase is integrated.
- the specific calculation formula is as shown in the following formula (I). t 2
- CP-Power (P) CP-Potential (P) x ⁇ [MCR (t) x MAI (t)] dt (I)
- equation (I) was used to calculate the contact point power, but the equation is not necessarily limited to this equation.
- Each contact point power for each phase can be calculated using any one or more of the above indices.
- Figure 6 shows the ranking of power points for each contact point in this order.
- FIG. 6 shows an example where the communication budget is 600 million yen and the budget is equally distributed to each phase. If each phase is about 200 million yen, you will have to select about three types of contact points based on the unit cost of acquiring advertising space.
- “TVCM”, “we b” and “TV program” “purchase period” power S “TVCM”, “traffic advertising” and “we bj”, “re-purchase period” power S “TVCM” and “we b” "TV program” is selected.
- various methods are considered for selecting a contact point. sell.
- the allocation of budget to each phase is not limited to equal allocation.
- the percentage of consumers who fall into the phase is a value that can be calculated relatively easily.
- the phase to which the brand belongs may be determined by conducting a web-based or visit-based questionnaire survey on the purchase schedule of the product type to which the brand belongs.
- the “daily necessity type” for example, if the “frequency of visits” and “possibility of visiting the store during the campaign period” are preliminarily measured, the number of consumers per phase can be defined as shown in Fig. 7. The ratio can be calculated.
- allocating the budget for commu- cation housing according to the ratio of the number of people belonging to each phase can be considered as a matter of reason when the planning period is relatively short. This is effective because the change in the number of participants is negligible.
- a contact point power threshold value may be set for each phase, and a contact point exceeding the threshold value may be selected.
- the contact points for each phase are selected as shown in Fig. 6. Then, for each phase, the budget allocated to each phase is allocated to each contact point in proportion to the power index.
- the contact rate ranking for the “traffic advertisement” will be “1 Yamanote Line” (Acquisition unit price ⁇ 1100,000), 2 Edan Marunouchi Line (acquisition unit price: 4 million yen), 3 Edan Ginza Line (acquisition unit price: 400,000 yen), ⁇ ⁇ ⁇ 9 Seibu Shinjuku Line (acquisition unit price: 4 million yen), ⁇ ⁇ ⁇ ⁇ ”, So if you select vehicles in the order of the highest contact rate ranking within a budget of 80 million yen, you can select nine routes to the ninth-ranked Seibu Shinjuku Line.
- the vehicle is a simple selection of vehicles in order of contact rate ranking within the range of budget allocated to the contact point.
- the union of contact rates within the range of power budget amount (including concentrated submission to the same vehicle) )) Can be maximized, or the contact ratio per unit acquisition cost can be selected in consideration of cost effectiveness.
- the campaign period can be divided into several periods, and the ratio of the amount allocated to the phase can be changed for each of the divided periods.
- the entire campaign period was divided into three periods: the first period of the teaser, the introduction period, and the development period. This period is different from the phase and is based on an absolute time axis, which means that a three-month campaign is classified by month.
- Steps 5 to 7 if the budget is equally distributed to each phase by 200 million yen, the ratio of the number of consumers per phase (population ratio) in the “introduction period”, which is the middle period of the campaign ) Is expected to be almost the same, so budget allocation can be performed with sufficient accuracy, but this is the “teaser period” at the beginning of the campaign. In other words, it is not efficient to allocate a lot of money to repurchase because the brand has just begun advertising and the brand has not penetrated consumers. Therefore, in this system, the allocation ratio for each phase can be changed dynamically throughout the campaign.
- the ratio of the number of wellbeings (Population) in each phase corresponding to Fig. can be ascertained by examining the statistics of each month in advance throughout the year, so for example, by specifying the campaign period specifically (for example, from April to June), The budget to be allocated to each month can be determined according to the population ratio for each phase of the month.
- the present invention it is possible to select a contact point and allocate a budget to the contact point using an index that can more accurately reflect the advertising effect, instead of a simplified index such as the contact rate.
- the index used in the present invention is an index that takes into account the contact point power, the actor rate, and also the affinity with mood, it affects the advertising effect such as time, place, scene, and mood. The value reflects the two factors, and the advertising effect can be evaluated with sufficient accuracy.
- the specific vehicle can be determined by selecting the contact point.
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Abstract
Description
Claims
Priority Applications (7)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
PCT/JP2003/006666 WO2004107232A1 (ja) | 2003-05-28 | 2003-05-28 | コンタクトポイント・ナビゲーション・システム及びその方法又はその方法を記録した記録媒体及びその方法を伝送する伝送媒体 |
AU2003241828A AU2003241828A1 (en) | 2003-05-28 | 2003-05-28 | Contact point navigation system and method, recording medium on which the method is recorded, and transmission medium for transmitting the method |
CNA038268108A CN1802663A (zh) | 2003-05-28 | 2003-05-28 | 接触点导航系统和方法,记录该方法的记录介质及传输该方法的传输介质 |
EP03733123A EP1632889A4 (en) | 2003-05-28 | 2003-05-28 | Contact point navigation system and recording medium on which the contact point management method has been recorded and transmitted. |
JP2005500201A JP4317547B2 (ja) | 2003-05-28 | 2003-05-28 | コンタクトポイント・ナビゲーション・システム及びその方法又はその方法を記録した記録媒体及びその方法を伝送する伝送媒体 |
US10/558,455 US7644012B2 (en) | 2003-05-28 | 2003-05-28 | Contactpoint navigation systems and recording/transmission media on which the contactpoint management method is recorded and transmitted |
KR1020057022635A KR101071997B1 (ko) | 2003-05-28 | 2005-11-26 | 콘택트 포인트 네비게이션 시스템 및 그 방법 |
Applications Claiming Priority (1)
Application Number | Priority Date | Filing Date | Title |
---|---|---|---|
PCT/JP2003/006666 WO2004107232A1 (ja) | 2003-05-28 | 2003-05-28 | コンタクトポイント・ナビゲーション・システム及びその方法又はその方法を記録した記録媒体及びその方法を伝送する伝送媒体 |
Publications (1)
Publication Number | Publication Date |
---|---|
WO2004107232A1 true WO2004107232A1 (ja) | 2004-12-09 |
Family
ID=33485772
Family Applications (1)
Application Number | Title | Priority Date | Filing Date |
---|---|---|---|
PCT/JP2003/006666 WO2004107232A1 (ja) | 2003-05-28 | 2003-05-28 | コンタクトポイント・ナビゲーション・システム及びその方法又はその方法を記録した記録媒体及びその方法を伝送する伝送媒体 |
Country Status (7)
Country | Link |
---|---|
US (1) | US7644012B2 (ja) |
EP (1) | EP1632889A4 (ja) |
JP (1) | JP4317547B2 (ja) |
KR (1) | KR101071997B1 (ja) |
CN (1) | CN1802663A (ja) |
AU (1) | AU2003241828A1 (ja) |
WO (1) | WO2004107232A1 (ja) |
Cited By (6)
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JP2009037484A (ja) * | 2007-08-02 | 2009-02-19 | Dentsu Inc | 広告評価システム及び広告評価方法 |
JP2009252126A (ja) * | 2008-04-10 | 2009-10-29 | Toyota Central R&D Labs Inc | 宣伝施策立案支援装置、宣伝施策立案方法およびプログラム |
JP2014503859A (ja) * | 2010-08-16 | 2014-02-13 | クアルコム,インコーポレイテッド | 非対話型広告から対話型広告へのコンテキスト変換 |
JP2017151821A (ja) * | 2016-02-25 | 2017-08-31 | カルチュア・コンビニエンス・クラブ株式会社 | 装置、方法、および、プログラム |
WO2020196761A1 (ja) * | 2019-03-27 | 2020-10-01 | 株式会社博報堂Dyホールディングス | 計画策定装置及びコンピュータプログラム |
JP2021176045A (ja) * | 2020-05-01 | 2021-11-04 | グリー株式会社 | 情報処理プログラム、情報処理装置及び情報処理方法 |
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AU782017B2 (en) | 1999-10-18 | 2005-06-30 | Lg Electronics Inc. | A driving unit for a drum type washing machine |
US8027877B2 (en) | 2005-04-20 | 2011-09-27 | At&T Intellectual Property I, L.P. | System and method of providing advertisements to mobile devices |
US8015064B2 (en) * | 2005-04-20 | 2011-09-06 | At&T Intellectual Property I, Lp | System and method of providing advertisements to cellular devices |
US7778873B2 (en) * | 2005-04-20 | 2010-08-17 | At&T Intellectual Property I, L.P. | System and method of providing advertisements to Wi-Fi devices |
US20090313120A1 (en) * | 2008-06-13 | 2009-12-17 | Google Inc. | Goal-Based Front End Buying of Radio Advertisements |
US8566310B2 (en) * | 2010-03-26 | 2013-10-22 | Nazish Aslam | System and method for two-way data filtering |
RU2466465C2 (ru) * | 2010-11-29 | 2012-11-10 | Илья Владимирович Балахничёв | Способ формирования единой информационной базы данных о поверхностях носителей рекламы |
US9846916B2 (en) | 2011-07-10 | 2017-12-19 | Facebook, Inc. | Clustering a user's connections in a social networking system |
US20130246106A1 (en) * | 2012-03-15 | 2013-09-19 | Microsoft Corporation | Hierarchical budget process orchestration |
US11386454B1 (en) * | 2014-08-29 | 2022-07-12 | Cpl Assets, Llc | Systems, methods, and devices for optimizing advertisement placement |
US10672027B1 (en) | 2015-03-10 | 2020-06-02 | Cpl Assets, Llc | Systems, methods, and devices for determining predicted enrollment rate and imputed revenue for inquiries associated with online advertisements |
US10120939B2 (en) | 2015-12-16 | 2018-11-06 | At&T Intellectual Property I, L.P. | Detecting and using mood-condition affinities |
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WO2001082160A1 (fr) * | 2000-04-26 | 2001-11-01 | Voltage Inc. | Procede de determination/optimisation de la distribution de publicites |
JP2001312629A (ja) * | 2000-05-01 | 2001-11-09 | Hakuhodo Inc | 複数種類の媒体を使って広告を出稿する際の計画づくりを支援するコンピュータシステム |
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US20020104083A1 (en) * | 1992-12-09 | 2002-08-01 | Hendricks John S. | Internally targeted advertisements using television delivery systems |
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2003
- 2003-05-28 JP JP2005500201A patent/JP4317547B2/ja not_active Expired - Lifetime
- 2003-05-28 EP EP03733123A patent/EP1632889A4/en not_active Withdrawn
- 2003-05-28 AU AU2003241828A patent/AU2003241828A1/en not_active Abandoned
- 2003-05-28 WO PCT/JP2003/006666 patent/WO2004107232A1/ja not_active Application Discontinuation
- 2003-05-28 CN CNA038268108A patent/CN1802663A/zh active Pending
- 2003-05-28 US US10/558,455 patent/US7644012B2/en active Active
-
2005
- 2005-11-26 KR KR1020057022635A patent/KR101071997B1/ko active IP Right Grant
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Cited By (7)
Publication number | Priority date | Publication date | Assignee | Title |
---|---|---|---|---|
JP2009037484A (ja) * | 2007-08-02 | 2009-02-19 | Dentsu Inc | 広告評価システム及び広告評価方法 |
JP2009252126A (ja) * | 2008-04-10 | 2009-10-29 | Toyota Central R&D Labs Inc | 宣伝施策立案支援装置、宣伝施策立案方法およびプログラム |
JP2014503859A (ja) * | 2010-08-16 | 2014-02-13 | クアルコム,インコーポレイテッド | 非対話型広告から対話型広告へのコンテキスト変換 |
JP2017151821A (ja) * | 2016-02-25 | 2017-08-31 | カルチュア・コンビニエンス・クラブ株式会社 | 装置、方法、および、プログラム |
WO2020196761A1 (ja) * | 2019-03-27 | 2020-10-01 | 株式会社博報堂Dyホールディングス | 計画策定装置及びコンピュータプログラム |
JP2021176045A (ja) * | 2020-05-01 | 2021-11-04 | グリー株式会社 | 情報処理プログラム、情報処理装置及び情報処理方法 |
JP7203788B2 (ja) | 2020-05-01 | 2023-01-13 | グリー株式会社 | 情報処理プログラム、情報処理装置及び情報処理方法 |
Also Published As
Publication number | Publication date |
---|---|
EP1632889A4 (en) | 2006-07-26 |
CN1802663A (zh) | 2006-07-12 |
JPWO2004107232A1 (ja) | 2006-07-20 |
US20060253291A1 (en) | 2006-11-09 |
US7644012B2 (en) | 2010-01-05 |
KR101071997B1 (ko) | 2011-10-10 |
AU2003241828A1 (en) | 2005-01-21 |
EP1632889A1 (en) | 2006-03-08 |
JP4317547B2 (ja) | 2009-08-19 |
KR20060052685A (ko) | 2006-05-19 |
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