WO2011105008A1 - 効果測定装置、効果測定方法、および効果測定プログラム - Google Patents
効果測定装置、効果測定方法、および効果測定プログラム Download PDFInfo
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- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
Definitions
- the present invention relates to an effect measuring apparatus, an effect measuring method, and an effect measuring program for measuring the effect on the use of information whose provision destination is determined based on a plurality of user information for each attribute of the user information.
- a new service that combines information owned by multiple operators is provided via the Internet. Such a new service is generally called a mashup service.
- a mashup service may be provided to direct users to other websites.
- Patent Document 1 describes a system that distributes a reward to each person who has contributed to guidance when the user is guided to a website.
- Patent Document 2 in a system in which a copyright holder of content obtains a distribution money from a distribution company in accordance with the number of distributions by the distribution company, the number of distributions is prevented in order to prevent the distribution company from reporting illegal distribution numbers. Instead, a system is described in which the amount of distribution money is determined using the number of decryption keys used when delivering content to the user.
- Patent Document 1 and the system described in Patent Document 2 distribute rewards at a predetermined ratio without calculating the contribution level of each person concerned. Therefore, there may be a problem with the validity of the distribution ratio of rewards. In particular, it is difficult to determine in advance an appropriate distribution ratio of rewards obtained using information provided by a large number of parties.
- the present invention provides an effect measurement device, an effect measurement method, and an effect measurement program that can quantitatively calculate the effects of a plurality of information on the use of information whose provision destination is determined based on a plurality of pieces of information. For the purpose.
- the effect measuring apparatus is a user information storage unit that stores user information, and a group of users that meet all of the conditions based on a plurality of user attributes based on the user information stored in the user information storage unit.
- a group of users that match a predetermined number of user attribute conditions among a plurality of user attribute conditions
- Sample group generating means for generating a certain sample group for each user attribute according to conditions, segment group user communication terminal generated by the segment group generating means, and sample group user communication terminal generated by the sample group generating means
- an information transmitting means for transmitting information Based on the usage notification receiving means for receiving the usage notification indicating that the information is used from the communication terminal to which the information is transmitted by the information transmitting means, and the usage notification received by the usage notification receiving means from the communication terminal of the user of the sample group.
- an effect measuring means for calculating, for each user attribute, the ratio of the effect of the user information to the use of the information
- the effect measurement method generates a segment group, which is a group of users that match all of the conditions based on a plurality of user attributes, based on user information stored in user information storage means for storing user information.
- a sample group which is a group of users that meet a predetermined number of user attribute conditions among a plurality of user attribute conditions, is selected for each user attribute.
- receiving a usage notification indicating that the information has been used from the communication terminal of the information transmission destination Based on the usage notification received from the user's communication terminal, the user information And calculating the percentage of fruit for each user attribute.
- the effect measurement program is a computer program that selects a segment group, which is a group of users that meet all of the conditions based on a plurality of user attributes, based on user information stored in user information storage means for storing user information.
- a sample group that is a group of users that meet a predetermined number of user attribute conditions among a plurality of user attribute conditions based on the segment group generation process to be generated and user information stored in the user information storage means
- the communication terminal of the user of the segment group generated by the segment group generation process, and the communication terminal of the user of the sample group generated by the sample group generation process Send information and send Based on the usage notification reception process that receives the usage notification indicating that the information has been used from the communication terminal to which the information is transmitted by the information transmission process, and the usage notification received from the communication terminal of the user of the sample group in the usage notification reception process.
- an effect measurement process for calculating, for each user attribute, the ratio of the effect of the user information to
- FIG. A first embodiment of an effect measuring apparatus according to the present invention will be described.
- the effect measuring apparatus 100 according to the present embodiment distributes to the user to the provider that provided the user information of the age, the provider that provided the gender user information, and the provider that provided the user information of the user's current location.
- the effect on the use of the advertisement whose destination was determined based on each user information provided by each business operator was measured for each user attribute. To do.
- the attribute type (age, gender, current position) of user information provided by each business operator is referred to as user attribute.
- the measurement of the effect of the provided user information is also referred to as the measurement of the effect of the user attribute or the evaluation of the user attribute.
- a user whose user information for example, age is 34 years old
- a condition according to the type of user attribute also referred to as a condition by the user attribute.
- age 30s
- FIG. 1 is a block diagram showing a configuration example of an effect measuring apparatus 100 according to the first embodiment of the present invention.
- the effect measurement apparatus 100 is connected to a communication network 200.
- the communication network 200 is, for example, the Internet or NGN (Next Generation Network).
- NGN Next Generation Network
- Connected to the communication network 200 are mobile phones 300-1 to 300-n of a plurality of users (the mobile phones 300-1 to 300-n of each user are collectively referred to as the mobile phone 300).
- the effect measurement apparatus 100 may transmit / receive information to / from other apparatuses via the communication network 200 via wired communication, or may transmit / receive information via wireless communication.
- the effect measuring apparatus 100 is realized by, for example, a computer that executes processing according to program control.
- the effect measurement apparatus 100 includes a user information storage unit 101, a segment group generation unit 102, a sample group generation unit 103, an advertisement distribution unit 104, an advertisement usage history storage unit 105, and a user attribute effect measurement unit 106. .
- the user information storage unit 101 stores user information of each user provided by a plurality of operators for each user attribute.
- the effect measurement device may be configured to search and extract user information from the storage device of the business operator that provides the user information.
- the segment group generation unit 102 searches the user information storage unit 101 for users who meet the conditions according to a plurality of predetermined user attributes, and as a search result, the user of the mobile phone 300 to which the advertisement is distributed (specifically, the user Identifier) is extracted, and a segment group that is a group of the extracted users is generated.
- a telephone number is used as a user identifier (hereinafter referred to as a user ID). Therefore, when the segment group is generated, the telephone number of the mobile phone 300 to which the advertisement is distributed is determined.
- the sample group generation unit 103 searches the user information storage unit 101 for a user that matches a predetermined user attribute, and selects a user of the mobile phone 300 that is an advertisement transmission destination for evaluating the user attribute of the provided user information. Search and generate a sample group which is a group of users extracted as a search result. Note that the sample group generation unit 103 is a user who matches a condition based on one user attribute among conditions based on a plurality of predetermined user attributes used by the segment group generation unit 102 for user search, and does not match a condition based on other user attributes.
- the user ID is extracted. In this embodiment, since the telephone number of the mobile phone 300 is used as the user ID, when the sample group is generated, the telephone number of the mobile phone 300 that distributes the advertisement is determined to evaluate the user attribute. .
- the advertisement distribution unit 104 advertises the segment group user mobile phone 300 generated by the segment group generation unit 102 and the sample group user mobile phone 300 generated by the sample group generation unit 103 via the communication network 200. Send.
- the advertisement usage history storage unit 105 receives and stores information indicating the usage status of advertisements transmitted from the mobile phone 300.
- the user attribute effect measurement unit 106 stores the condition based on the user attribute used for generating the sample group by the sample group generation unit 103, acquires information indicating the use status of the advertisement from the advertisement use history storage unit 105, and acquires the user attribute Conduct an assessment of That is, the effect of each user attribute on the use of the advertisement, which is information transmitted to the user, is measured. Then, the distribution ratio of the reward obtained for the use of the advertisement is calculated.
- the advertisement distribution requester has registered in advance the advertisement distribution unit 104 of the effect measurement apparatus 100 with information indicating conditions to be distributed and conditions based on a plurality of user attributes serving as advertisement distribution conditions.
- the mobile phone 300 includes an advertisement receiving unit 301 and an advertisement usage status transmitting unit 302.
- the advertisement receiving unit 301 receives the advertisement transmitted from the effect measurement device 100.
- a short message service is used as an advertisement distribution method will be described as an example.
- an advertisement may be transmitted using other types of e-mails.
- the advertisement usage status transmission unit 302 transmits the usage status of the advertisement to the effect measurement apparatus 100 via the communication network 200 using a protocol such as Device Management established by a standard organization OMA (Open Mobile Alliance).
- OMA Open Mobile Alliance
- FIG. 2 is an explanatory diagram illustrating an example of user information stored in the user information storage unit 101.
- the age, sex, and current position which are the user attribute values of each user, are the telephone numbers of the mobile phone 300 that is the user ID of the user. Are stored in association with each other.
- FIG. 3 is an explanatory diagram illustrating an example of conditions based on user attributes stored in the user attribute effect measurement unit 106.
- the user attribute effect measurement unit 106 of this embodiment includes a segment group identifier (hereinafter referred to as a segment group ID) and a sample group identifier generated for evaluating user attributes (hereinafter referred to as a sample group ID).
- the conditions based on the user attributes used to generate the sample group are stored in a table format.
- the segment group ID and the sample group ID may be collectively referred to as a group ID.
- FIG. 4 is an explanatory diagram showing examples of segment groups and sample groups.
- the user who matches the condition by the user attribute corresponding to the segment group ID “seg-0001” is shown in a lattice pattern, and the user who matches the condition by the user attribute corresponding to the sample group ID “spl-0001” is displayed.
- a user who matches the condition of the user attribute corresponding to the sample group ID “spl-0002” is indicated by a horizontal line pattern and matches the condition of the user attribute corresponding to the sample group ID “spl-0003”.
- the user is shown with a diagonal pattern.
- FIG. 5 is an explanatory diagram illustrating an example of information indicating an advertisement usage status stored in the advertisement usage history storage unit 105.
- the advertisement is used 1440 times by the user with the segment group ID “seg-0001”, 7 times by the user with the sample group ID “spl-0001”, and the user with the sample group ID “spl-0002”. Is used 20 times by the user and is used 33 times by the user of the sample group ID “spl-0003” in a table format.
- FIG. 6 is a sequence diagram illustrating an operation of the effect measurement apparatus 100 according to the first embodiment of this invention.
- the advertisement distribution unit 104 of the effect measurement device 100 transmits a segment group generation request including conditions based on a plurality of user attributes to the segment group generation unit 102 (step S101).
- the segment group generation unit 102 sends a user search request including conditions based on a plurality of user attributes to the user information storage unit 101 in order to extract users that match the conditions based on the plurality of user attributes transmitted by the advertisement distribution unit 104. Transmit (step S102).
- the user information storage unit 101 transmits to the segment group generation unit 102 a list of users that meet the conditions based on a plurality of user attributes.
- the user information storage unit 101 generates a segment group list of 3010 user IDs including users whose user IDs are 090-0001 who are in their 30s, who have a gender and who are currently in Akihabara. It transmits to the part 102 (step S103).
- segment group generation unit 102 may extract from the user information storage unit 101 the user IDs of users who match the conditions based on the plurality of user attributes transmitted by the advertisement distribution unit 104. That is, the segment group generation unit 102 may generate a segment group that is a group of users that meet the conditions based on a plurality of user attributes.
- the segment group generation unit 102 generates a group identifier (segment group ID) for the list of user IDs transmitted by the user information storage unit 101, and transmits it to the advertisement distribution unit 104 together with the list of user IDs (step S104).
- the segment group generation unit 102 generates “seg-0001” as the segment group ID.
- the advertisement distribution unit 104 transmits, to the sample group generation unit 103, a sample group generation request including a condition with a plurality of user attributes that is the same as the condition with a plurality of user attributes transmitted to the segment group generation unit 102 in the process of step S101 (step S101). S105).
- the sample group generation unit 103 generates sample groups for evaluating user attributes by the number of user attributes included in the condition transmitted by the advertisement distribution unit 104. In the above example, since the condition transmitted by the advertisement distribution unit 104 includes three user attributes, the sample group generation unit 103 generates three sample groups.
- the sample group generation unit 103 transmits a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate the first sample group (step S106).
- the sample group generation unit 103 sets the advertisement distribution unit 104 as the generation condition of the first sample group.
- the request is transmitted to the user information storage unit 101.
- the user information storage unit 101 transmits, to the sample group generation unit 103, a list of user IDs of the number of search users “50” among the users that match the conditions according to the transmitted user attributes (step S107).
- the user information storage unit 101 displays a list of user IDs of users including users whose ages are in their 30s, whose gender is other than male, and whose current position is other than Akihabara and whose user ID is 090-0003.
- the data is transmitted to the sample group generation unit 103.
- the sample group generation unit 103 generates an identifier (sample group ID) for the transmitted list of user IDs. As an example, it is assumed that the sample group generation unit 103 generates “spl-0001” as the sample group ID.
- the sample group generation unit 103 transmits a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a second sample group (step S108).
- a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a second sample group (step S108).
- the request is transmitted to the user information storage unit 101.
- the user information storage unit 101 transmits, to the sample group generation unit 103, a list of user IDs of the number of search users “50” among the users that match the conditions according to the transmitted user attributes (step S109).
- the sample group generation unit 103 generates an identifier (sample group ID) for the transmitted list of user IDs. As an example, it is assumed that the sample group generation unit 103 generates “spl-0002” as the sample group ID.
- the sample group generation unit 103 transmits a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a third sample group (step S110).
- a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a third sample group (step S110).
- the request is transmitted to the user information storage unit 101.
- the user information storage unit 101 transmits, to the sample group generation unit 103, a list of user IDs of the number of search users “50” among the users that match the conditions according to the transmitted user attributes (step S111).
- the sample group generation unit 103 generates an identifier (sample group ID) for the transmitted list of user IDs. In the present embodiment, it is assumed that the sample group generation unit 103 generates “spl-0003” as the sample group ID.
- sample group generation unit 103 may extract, from the user information storage unit 101, the user ID of the user that matches the condition based on the user attribute transmitted by the advertisement distribution unit 104. In other words, the sample group generation unit 103 may generate a sample group that is a group of users that meet the conditions based on the user attributes.
- the sample group generation unit 103 transmits the sample group IDs of the three sample groups, the user IDs of the sample groups, and the conditions based on the user attributes of the effect measurement targets of the sample groups to the advertisement distribution unit 104 (step S112). .
- the advertisement distribution unit 104 includes, for a user ID included in the list acquired from the segment group generation unit 102 and the sample group generation unit 103, a segment group ID or a sample group ID indicating a group including the user of the user ID.
- An advertisement is transmitted (step S113).
- the advertisement receiving unit 301 of the mobile phone 300 receives and stores the transmitted advertisement.
- the advertisement distribution unit 104 can transmit an advertisement using a short message service provided by the communication carrier of the mobile phone 300.
- the advertisement distribution unit 104 transmits, to the user attribute effect measurement unit 106, the segment group ID, the sample group ID, and the condition based on the user attribute that is the target of the effect measurement in the sample group as the advertisement distribution information notification ( Step S114).
- the user attribute effect measurement unit 106 samples the segment group ID and the condition based on the user attribute that is the target of the effect measurement in the sample group indicated by the sample group ID. Stored for each group ID.
- the advertisement usage status transmission unit 302 transmits an advertisement acquisition request to the advertisement reception unit 301 (step S115).
- the effect measurement apparatus 100 collects information indicating that an advertisement is displayed on the mobile phone 300 as an advertisement usage history.
- the information collected by the effect measurement device 100 is not limited to this, and information indicating that the user has performed a selection (clicking) operation on the advertisement or a click operation on a link to a web server included in the advertisement. Or information indicating that a product or the like displayed in the advertisement has been purchased.
- the advertisement receiving unit 301 transmits the advertisement requested by the advertisement usage status transmission unit 302 to the advertisement usage status transmission unit 302 (step S116), and causes the display unit (not shown) to display the advertisement.
- the advertisement usage status transmission unit 302 stores the advertisement usage status notification including the group ID (segment group ID or sample group ID) in the advertisement usage history storage of the effect measurement device 100 in order to notify the effectiveness measurement device 100 of the usage status of the advertisement.
- the data is transmitted to the unit 105 via the communication network 200 (step S117).
- the advertisement usage history storage unit 105 of the effect measurement device 100 counts up the usage count corresponding to the group ID included in the received advertisement usage status notification by one. That is, the number of uses is counted for each segment group and sample group.
- the advertisement usage history storage unit 105 uses the usage corresponding to spl-0001 in the table illustrated in FIG. 5 when the received advertisement usage status notification includes the group ID “spl-0001”. Count up the number by one.
- the effect measuring apparatus 100 collects the usage status regarding the display of advertisements from each mobile phone 300.
- the business operator of the effect measuring apparatus 100 distributes the reward obtained from the advertisement distribution requester to the business operator that provides the user information.
- the distribution of rewards for advertisements distributed to the mobile phone 300 of the user with the segment group ID “seg-0001” will be described.
- the user attribute effect measurement unit 106 obtains a sample group ID corresponding to the segment group ID from the stored table illustrated in FIG.
- the user attribute effect measurement unit 106 uses “spl-0001”, “spl-0002”, and “spl-0003” which are sample group IDs corresponding to the segment group ID “seg-0001”. And ask.
- the user attribute effect measurement unit 106 transmits an advertisement use history acquisition request including the segment group ID and the sample group ID to the advertisement use history storage unit 105 (step S118).
- the advertisement usage history storage unit 105 transmits the usage count corresponding to each group ID to the user attribute effect measurement unit 106 (step S119).
- the advertisement use history storage unit 105 stores the number of advertisement uses 1440 for the segment group ID “seg-0001”, the number of advertisement uses for the sample group ID “spl-0001”, 7 samples
- the number of advertisement uses 20 for the group ID “spl-0002” and the number of advertisements 33 for the sample group ID “spl-0003” are transmitted to the user attribute effect measurement unit 106.
- the user attribute effect measurement unit 106 determines the ratio of the effect for each user attribute with respect to the use of the advertisement to the mobile phone 300 of the user of the segment group with the segment group ID “seg-0001”.
- the business operator of the effect measurement device 100 allocates 14400 yen obtained from the advertisement distribution requester to each business operator at the ratio calculated by the user attribute effect measurement unit 106.
- 14400 yen is allocated to the company that provided the user information of the age
- 4800 yen is allocated to the company that provided the gender user information
- 7920 yen is allocated to the company that provided the user information of the current position. Apportion.
- the reward obtained from the advertisement distribution requester can be distributed to the provider of the user information.
- the provider of user information can know how dominant the provided user information is with respect to the effect of the delivered advertisement, that is, how effective it is. And can find validity.
- FIG. A second embodiment of the effect measuring apparatus according to the present invention will be described.
- the sample group generation unit 103 generates a sample group using a combination of user attributes that is closer to the combination of user attributes used by the segment group generation unit 102 to generate the segment group.
- the accuracy of the user attribute effect measurement is further increased.
- a condition based on one user attribute is met, and a condition based on another user attribute
- a sample group is generated by a user who does not match, but in the second embodiment, the segment group generation unit 102 matches a condition by one user attribute among a plurality of predetermined user attributes used for user search. Instead, a sample group is generated by a user who meets the conditions according to other user attributes.
- FIG. 7 is an explanatory diagram illustrating an example of conditions based on user attributes stored in the user attribute effect measurement unit 106 of the second embodiment.
- FIG. 8 is an explanatory diagram showing examples of segment groups and sample groups generated in the second embodiment.
- the user who matches the condition by the user attribute corresponding to the segment group ID “seg-0001” is shown in a lattice pattern, and the user who matches the condition by the user attribute corresponding to the sample group ID “spl-0001” is displayed.
- a user who matches the condition of the user attribute corresponding to the sample group ID “spl-0002” is indicated by a horizontal line pattern and matches the condition of the user attribute corresponding to the sample group ID “spl-0003”.
- the user is shown with a diagonal pattern.
- FIG. 9 is an explanatory diagram illustrating an example of information indicating an advertisement usage status stored in the advertisement usage history storage unit 105 according to the second embodiment.
- the advertisement is used seven times by the user of the sample group ID “spl-0001”, used by the user of the sample group ID “spl-0002” 20 times, and the user of the sample group ID “spl-0003”. Shows that it has been used 33 times.
- the advertisement is used 27 times by a user of sample group ID “spl-0001” and a user of sample group ID “spl-0002” who are users in their thirties, and a user whose gender is male.
- the advertisement distribution unit 104 in the effect measurement apparatus 100 samples the advertisement distribution unit 104 from the processing of step S101 in which the segment group generation request including conditions based on a plurality of user attributes is transmitted to the segment group generation unit 102. Since the processing up to step S105 for transmitting the group generation request to the sample group generation unit 103 is the same as the processing in the first embodiment, the description thereof is omitted.
- the sample group generation unit 103 transmits a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate the first sample group (step S106).
- the sample group generation unit 103 in order to measure the effect of the combination of the user attribute values “age is 30s” and “gender is male”, the sample group generation unit 103 generates advertisement distribution as the first sample group generation condition.
- the user information storage unit 101 transmits, to the sample group generation unit 103, a list of user IDs of the number of search users “50” among the users that match the conditions according to the transmitted user attributes (step S107).
- the sample group generation unit 103 generates an identifier (sample group ID) for the transmitted list of user IDs. In the present embodiment, it is assumed that the sample group generation unit 103 generates “spl-0001” as the sample group ID.
- the sample group generation unit 103 transmits a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a second sample group (step S108).
- a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a second sample group (step S108).
- the sample group generation unit 103 uses an advertisement as a generation condition of the second sample group.
- the user information storage unit 101 transmits, to the sample group generation unit 103, a list of user IDs of the number of search users “50” among the users that match the conditions according to the transmitted user attributes (step S109).
- the sample group generation unit 103 generates an identifier (sample group ID) for the transmitted list of user IDs. As an example, it is assumed that the sample group generation unit 103 generates “spl-0002” as the sample group ID.
- the sample group generation unit 103 transmits a user search request including a condition based on user attributes and the number of search users to the user information storage unit 101 in order to generate a third sample group (step S110).
- the user information storage unit 101 transmits, to the sample group generation unit 103, a list of user IDs of the number of search users “50” among the users that match the conditions according to the transmitted user attributes (step S111).
- the sample group generation unit 103 generates an identifier (sample group ID) for the transmitted list of user IDs. As an example, it is assumed that the sample group generation unit 103 generates “spl-0003” as the sample group ID.
- the sample group generation unit 103 transmits the sample group IDs of the three sample groups, the user ID of each sample group, and the user attribute of the effect measurement target of each sample group to the advertisement distribution unit 104 (step S112).
- the advertisement distribution unit 104 includes, for a user ID included in the list acquired from the segment group generation unit 102 and the sample group generation unit 103, a segment group ID or a sample group ID indicating a group including the user of the user ID.
- An advertisement is transmitted (step S113).
- the advertisement receiving unit 301 of the mobile phone 300 receives and stores the transmitted advertisement.
- the advertisement distribution unit 104 can transmit an advertisement using a short message service provided by the communication carrier of the mobile phone 300.
- the advertisement distribution unit 104 transmits, as the advertisement distribution information notification, the segment group ID, the sample group ID, and the condition based on the user attribute that the sample group is to be subjected to the effect measurement to the user attribute effect measurement unit 106 as the advertisement distribution information notification ( Step S114).
- the user attribute effect measurement unit 106 samples the segment group ID and the condition based on the user attribute that is the target of the effect measurement in the sample group indicated by the sample group ID. Stored for each group ID.
- step S 115 Processing executed when an operation for displaying an advertisement is performed on the mobile phone 300 by the user of the mobile phone 300, that is, from the processing of step S 115 in which the advertisement usage status transmitting unit 302 transmits an advertisement acquisition request to the advertisement receiving unit 301.
- the processing up to step S117 in which the advertisement usage history storage unit 105 receives and stores the advertisement usage status notification transmitted by the advertisement usage status transmission unit 302 is the same as the processing in the first embodiment, and thus description thereof is omitted. .
- the business operator of the effect measuring apparatus 100 distributes the reward obtained from the advertisement distribution requester to the business operator that provides the user information.
- reward distribution for an advertisement distributed to a mobile phone 300 of a user with a segment group ID “seg-0001” will be described.
- the user attribute effect measurement unit 106 obtains a sample group ID corresponding to the segment group ID from the stored table illustrated in FIG. 7 and a user attribute for effect measurement using the sample group indicated by each sample group ID. Ask.
- the user attribute effect measurement unit 106 transmits an advertisement use history acquisition request including the segment group ID and the sample group ID to the advertisement use history storage unit (step S118).
- the advertisement usage history storage unit 105 transmits the usage count counted corresponding to each group ID to the user attribute effect measurement unit 106 (step S119).
- the advertisement use history storage unit 105 stores the number of advertisement uses 1440 for the segment group ID “seg-0001”, the number of advertisement uses for the sample group ID “spl-0001”, 7 samples
- the number of advertisement uses 20 for the group ID “spl-0002” and the number of advertisements 33 for the sample group ID “spl-0003” are transmitted to the user attribute effect measurement unit 106.
- the user attribute effect measurement unit 106 performs the effect measurement after converting the advertisement usage count for each sample group into the user attribute usage count without directly using the advertisement usage count as the user attribute effectiveness ratio. To do.
- the user attribute effect measurement unit 106 creates, for example, a table of sample group IDs and user attributes whose effects are measured by the groups as shown in FIG. 9, and measures the number of uses of each sample group ID for each user attribute. Convert to points. For example, since the sample group ID “spl-0001” is used seven times, 7 points are given for “age is 30s” and “gender is male”, which are combinations of user attribute values for which the effect is measured. give.
- sample group ID “spl-0002” Since the sample group ID “spl-0002” is used 20 times, there are 20 combinations of “age is in 30s” and “current position is in Akihabara”, which are combinations of user attribute values of the effect measurement target. Give points. Since the sample group ID “spl-0003” is used 33 times, 33 points are given to “gender is male” and “current position is Akihabara”, which are combinations of user attribute values of which the effect is to be measured. .
- the user attribute effect measurement unit 106 calculates the total of points for each user attribute, and as a ratio of the effect for each user attribute with respect to the use of the advertisement, the user attribute effect measuring unit 106 calculates the user group effect of the segment group “seg-0001”.
- the business operator of the effect measurement device 100 allocates 14400 yen obtained from the advertisement distribution requester to each business operator at the ratio calculated by the user attribute effect measurement unit 106.
- 3240 yen is allocated to the company that provided the user information of the age
- 4800 yen is allocated to the company that provided the gender user information
- 6360 yen is provided to the company that provided the user information of the current position. Apportion.
- the sample group is generated using a combination of user attributes that is closer to the combination of user attributes used for generating the segment group, the accuracy of user attribute effect measurement can be further improved.
- FIG. 10 is a block diagram illustrating a configuration example of an effect measuring apparatus 400 according to the third embodiment of the present invention.
- the effect measurement apparatus 400 according to the third embodiment of the present invention shown in FIG. 10 includes an effect measurement execution determination unit 107 in addition to the components of the effect measurement apparatus 100 according to the first embodiment shown in FIG.
- the effect measurement execution feasibility determination unit 107 determines whether or not to perform the user attribute effect measurement based on the number of users in the segment group generated by the segment group generation unit 102.
- FIG. 11 is an explanatory diagram illustrating an example of conditions based on user attributes stored in the user attribute effect measurement unit 106 of the third embodiment.
- FIG. 12 is a sequence diagram illustrating the operation of the effect measurement apparatus 400 according to the third embodiment.
- the advertisement distribution unit 104 of the effect measurement device 400 transmits a group generation request to the effect measurement execution availability determination unit 107 in order to acquire the user group of the advertisement distribution destination (step S301).
- the effect measurement execution possibility determination unit 107 transmits a segment group generation request including conditions based on a plurality of user attributes to the segment group generation unit 102 (step S302).
- the processing of steps S302 to S305 of the effect measurement apparatus 400 shown in FIG. 12 is the same as the processing of steps S101 to S104 of the effect measurement apparatus 100 in the first embodiment shown in FIG.
- the segment group generation unit 102 transmits a list of user IDs of users included in the segment group to the effect measurement execution availability determination unit 107.
- the effect measurement execution availability determination unit 107 to which the segment group user ID list is transmitted by the segment group generation unit 102 is greater than or equal to the specified number of users (for example, 1000) (step S306-1).
- a sample group generation request is transmitted to the sample group generation unit 103 in the same manner as in step S105 of the advertisement distribution unit 104 in the first embodiment (S306-2).
- the sample group generation unit 103 to which the sample group generation request is transmitted by the effect measurement execution availability determination unit 107 is the same as the processing of steps S106 to S112 of the first embodiment shown in FIG. 6 in the processing of steps S307 to S313. Processing is performed, and the sample group ID indicating the generated sample group, the user ID of the sample group, and the condition based on the user attribute of the sample group effect measurement target are transmitted to the effect measurement execution availability determination unit 107, and the process of step S314 is performed. Transition.
- the effect measurement execution propriety determination unit 107 does not transmit the sample group generation request to the sample group generation unit 103, and performs the process of Step S314. Migrate to
- the effect measurement execution availability determination unit 107 transmits the segment group user ID transmitted by the segment group generation unit 102 to the advertisement distribution unit 104 in the process of step S314.
- the effect measurement execution possibility determination unit 107 makes an affirmative determination in the process of step S306-1, and when the sample group user ID is transmitted by the sample group generation unit 103 in the process of step S313, the transmitted sample group Are transmitted to the advertisement distribution unit 104.
- the advertisement distribution unit 104 sends the mobile phone 300 of the user ID of the user ID included in the list transmitted by the effect measurement execution determination unit 107 in the same manner as the process of step S113 in the first embodiment. , Send ads.
- the sample group generation unit 103 does not generate a sample group
- the advertisement distribution information notification that the advertisement distribution unit 104 transmits to the user attribute effect measurement unit 106 does not include the sample group ID, and the segment group ID and the user Contains only attributed conditions.
- the user attribute effect measurement unit 106 stores the transmitted advertisement distribution information notification.
- a sample group ID is not included in the advertisement distribution information notification, and the stored content of the user attribute effect measurement unit 106 is “ ⁇ (empty)” as shown in FIG.
- the stored content of the user attribute effect measurement unit 106 is “ ⁇ (empty)” as shown in FIG.
- steps S317 to S319 in which the advertisement is displayed on the user's mobile phone 300 and the usage status is collected in the advertisement usage history storage unit 105 of the effect measurement device 400 is the same as step S115 in the first embodiment shown in FIG. This is the same as the processing of S117, and the description is omitted.
- the business operator of the effect measurement device 400 distributes the reward obtained from the advertisement distribution requester to the business operator that provides the user information.
- the distribution of rewards for advertisements distributed to the mobile phone 300 of the user of the segment group with the segment group ID “seg-0001” will be described.
- the user attribute effect measurement unit 106 obtains a sample group ID corresponding to the segment group ID from the stored table illustrated in FIG. However, in this embodiment, since the sample group ID for the segment group ID “seg-0001” is not stored, the user attribute effect measurement unit 106 fails to acquire the sample group ID.
- the effect measurement execution availability determination unit 107 determines N in the process of step S306-1 based on the number of users in the segment group, and the sample group is not generated, the user attribute effect measurement unit 106, for example, The reward obtained by the business operator of the effect measurement device 400 based on the number of advertisements 1440 of the segment group ID “seg-0001” acquired from the usage history storage unit 105 is shared between the business operators that provide the user information. Distribute evenly.
- the effect measurement execution availability determination unit 107 is configured to determine whether or not to perform the user attribute effect measurement based on the number of users in the segment group generated by the segment group generation unit 102. When user attribute effect measurement is required with high accuracy, user attribute effect measurement is performed.
- age, sex, and current position are used as examples of user attributes, but other user attributes may be used.
- user attributes for example, the usage status of the user's communication terminal (for example, whether the communication terminal is in an on state or whether the call is in progress) or preference information (for example, a category of interest) (For example, sports, movies, shopping, etc.), a rough address (for example, Tokyo, Kanagawa Prefecture, etc.), and the situation of the user (for example, during work or leisure).
- the number of sample groups is 50.
- the number of sample groups may be determined based on the number of segment groups. For example, when using the statistical sample survey method, if the number of segment groups is the population and the number of sample groups is the number of samples, the number of sample groups is 95% reliable. May be configured to determine.
- FIG. 13 is a block diagram showing an outline of the present invention.
- an effect measuring apparatus 500 includes a user information storage unit 501, a segment group generation unit 502, a sample group generation unit 503, an information transmission unit 504 (corresponding to the advertisement distribution unit 104 shown in FIG. 1), A usage notification receiving unit 505 (corresponding to the advertisement usage history storage unit 105 shown in FIG. 1) and an effect measuring unit 506 (corresponding to the user attribute effect measuring unit 106 shown in FIG. 1) are included.
- User information storage unit 501 stores user information. Based on the user information stored in the user information storage unit 501, the segment group generation unit 502 generates a segment group that is a group of users that meet all of the conditions based on a plurality of user attributes.
- the sample group generation unit 503 Based on the user information stored in the user information storage unit 501, the sample group generation unit 503 generates a predetermined number of users among the conditions based on the plurality of user attributes used by the segment group generation unit 502 to generate the segment group.
- a sample group which is a group of users that match the attribute condition, is generated for each user attribute corresponding to the condition.
- the information transmission unit 504 transmits information to the communication terminal of the user of the segment group generated by the segment group generation unit 502 and the communication terminal of the user of the sample group generated by the sample group generation unit 503.
- the usage notification receiving unit 505 receives a usage notification indicating that the information has been used from the communication terminal to which the information is transmitted by the information transmitting unit 504.
- the effect measuring unit 506 determines, for each user attribute, the ratio of the effect of the user information to the use of the information transmitted by the information transmitting unit 504 based on the usage notification received by the usage notification receiving unit 505 from the communication terminal of the user of the sample group. calculate.
- an effect measuring device as shown in the following (1) to (4) is also disclosed.
- the sample group generation unit 503 matches a condition based on one user attribute among the conditions based on a plurality of user attributes used by the segment group generation unit 502 to generate the segment group, and matches a condition based on another user attribute
- An effect measurement device that generates a group of users who do not use as a sample group for each user attribute.
- the sample group generation unit 503 does not match a condition based on one user attribute among the conditions based on a plurality of user attributes used by the segment group generation unit 502 to generate the segment group, and sets a condition based on another user attribute.
- An effect measurement device that generates a group of matching users as a sample group for each of other user attributes.
- an effect measurement execution determination unit that requests the sample group generation unit 503 to generate a sample group when the number of users of the segment group generated by the segment group generation unit 502 is equal to or greater than a predetermined number;
- An effect measurement apparatus 503 generates a sample group in response to a request from the effect measurement execution availability determination unit.
- the effect measurement unit 506 counts the user of the communication terminal that is the transmission source of the usage notification received by the usage notification reception unit 505 for each sample group, and the information transmission unit 504 determines, based on the count result for each sample group.
- An effect measuring device that calculates the ratio of the effect of user information to the use of transmitted information for each user attribute.
- the present invention can be applied to a system in which a reward is obtained using information in which a provision destination is determined based on information provided by a plurality of providers, and the reward is distributed to each provider.
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Abstract
Description
本発明による効果測定装置の第1の実施形態を説明する。本実施形態の効果測定装置100は、年齢のユーザ情報を提供した事業者と、性別のユーザ情報を提供した事業者と、ユーザの現在位置のユーザ情報を提供した事業者とに、ユーザに配信した広告が利用されたことによって得られた報酬を配分するために、各事業者が提供した各ユーザ情報にもとづいて提供先が決定された広告が利用されたことに対する効果をユーザ属性毎に測定する。
本発明による効果測定装置の第2の実施形態を説明する。第2の実施形態の効果測定装置100は、サンプルグループ生成部103が、セグメントグループ生成部102がセグメントグループの生成に用いたユーザ属性の組合せにより近いユーザ属性の組合せを用いてサンプルグループを生成することによって、ユーザ属性効果測定の精度をより高める。
本発明による効果測定装置の第3の実施形態を、図面を参照して説明する。図10は、本発明の第3の実施形態の効果測定装置400の構成例を示すブロック図である。図10に示す本発明の第3の実施形態の効果測定装置400は、図1に示す第1の実施形態の効果測定装置100の構成要素に加えて、効果測定実行可否判定部107を含む。
101、501 ユーザ情報記憶部
102、502 セグメントグループ生成部
103、503 サンプルグループ生成部
104 広告配信部
105 広告利用履歴記憶部
106 ユーザ属性効果測定部
107 効果測定実行可否判定部
200 通信ネットワーク
300 携帯電話機
301 広告受信部
302 広告利用状況送信部
504 情報送信手段
505 利用通知受信手段
506 効果測定手段
Claims (9)
- ユーザ情報を記憶するユーザ情報記憶手段と、
前記ユーザ情報記憶手段に記憶されているユーザ情報にもとづいて、複数のユーザ属性による条件の全てに合致するユーザのグループであるセグメントグループを生成するセグメントグループ生成手段と、
前記ユーザ情報記憶手段に記憶されているユーザ情報にもとづいて、前記複数のユーザ属性による条件のうち、所定の数のユーザ属性による条件に合致するユーザのグループであるサンプルグループを前記条件に応じたユーザ属性毎に生成するサンプルグループ生成手段と、
前記セグメントグループ生成手段が生成したセグメントグループのユーザの通信端末、および前記サンプルグループ生成手段が生成したサンプルグループのユーザの通信端末に、情報を送信する情報送信手段と、
前記情報送信手段による前記情報の送信先の通信端末から前記情報を利用したことを示す利用通知を受信する利用通知受信手段と、
前記利用通知受信手段が前記サンプルグループのユーザの通信端末から受信した利用通知にもとづいて、前記情報の利用に対するユーザ情報の効果の割合をユーザ属性毎に算出する効果測定手段とを備えた
ことを特徴とする効果測定装置。 - サンプルグループ生成手段は、セグメントグループ生成手段がセグメントグループの生成に用いた複数のユーザ属性による条件のうち、一のユーザ属性による条件に合致し、他のユーザ属性による条件に合致しないユーザによるグループを前記一のユーザ属性毎にサンプルグループとして生成する
請求項1記載の効果測定装置。 - サンプルグループ生成手段は、セグメントグループ生成手段がセグメントグループの生成に用いた複数のユーザ属性による条件のうち、一のユーザ属性による条件に合致せず、他のユーザ属性による条件に合致するユーザによるグループを前記他のユーザ属性毎にサンプルグループとして生成する
請求項1記載の効果測定装置。 - セグメントグループ生成手段が生成したセグメントグループのユーザが所定数以上である場合に、サンプルグループ生成手段にサンプルグループの生成を要求する効果測定実行可否判定手段を含み、
前記サンプルグループ生成手段は、前記効果測定実行可否判定手段の要求に応じて、サンプルグループを生成する
請求項1から請求項3のうちいずれか1項記載の効果測定装置。 - 効果測定手段は、利用通知受信手段が受信した利用通知の送信元の通信端末のユーザをサンプルグループ毎に計数し、前記サンプルグループ毎の計数結果にもとづいて、情報送信手段が送信した情報の利用に対するユーザ情報の効果の割合をユーザ属性毎に算出する
請求項1から請求項4のうちいずれか1項記載の効果測定装置。 - ユーザ情報を記憶するユーザ情報記憶手段に記憶されているユーザ情報にもとづいて、複数のユーザ属性による条件の全てに合致するユーザのグループであるセグメントグループを生成し、
前記ユーザ情報記憶手段に記憶されているユーザ情報にもとづいて、前記複数のユーザ属性による条件のうち、所定の数のユーザ属性による条件に合致するユーザのグループであるサンプルグループを前記条件に応じたユーザ属性毎に生成し、
前記セグメントグループのユーザの通信端末、および前記サンプルグループのユーザの通信端末に情報を送信し、
前記情報の送信先の通信端末から前記情報を利用したことを示す利用通知を受信し、
前記サンプルグループのユーザの通信端末から受信した利用通知にもとづいて、前記情報の利用に対するユーザ情報の効果の割合をユーザ属性毎に算出する
ことを特徴とする効果測定方法。 - セグメントグループの生成に用いた複数のユーザ属性による条件のうち、一のユーザ属性による条件に合致し、他のユーザ属性による条件に合致しないユーザによるグループを前記一のユーザ属性毎にサンプルグループとして生成する
請求項6記載の効果測定方法。 - コンピュータに、
ユーザ情報を記憶するユーザ情報記憶手段に記憶されているユーザ情報にもとづいて、複数のユーザ属性による条件の全てに合致するユーザのグループであるセグメントグループを生成するセグメントグループ生成処理と、
前記ユーザ情報記憶手段に記憶されているユーザ情報にもとづいて、前記複数のユーザ属性による条件のうち、所定の数のユーザ属性による条件に合致するユーザのグループであるサンプルグループを前記条件に応じたユーザ属性毎に生成するサンプルグループ生成処理と、
前記セグメントグループ生成処理で生成したセグメントグループのユーザの通信端末、および前記サンプルグループ生成処理で生成したサンプルグループのユーザの通信端末に、情報を送信する情報送信処理と、
前記情報送信処理による前記情報の送信先の通信端末から前記情報を利用したことを示す利用通知を受信する利用通知受信処理と、
前記利用通知受信処理で前記サンプルグループのユーザの通信端末から受信した利用通知にもとづいて、前記情報の利用に対するユーザ情報の効果の割合をユーザ属性毎に算出する効果測定処理とを実行させる
ための効果測定プログラム。 - コンピュータに、
サンプルグループ生成処理で、セグメントグループ生成処理でセグメントグループの生成に用いた複数のユーザ属性による条件のうち、一のユーザ属性による条件に合致し、他のユーザ属性による条件に合致しないユーザによるグループを前記一のユーザ属性毎にサンプルグループとして生成させる
請求項8記載の効果測定プログラム。
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JP2014081961A (ja) * | 2014-02-05 | 2014-05-08 | Yahoo Japan Corp | 情報処理装置、貢献度算出方法及び貢献度算出プログラム |
JP2016212527A (ja) * | 2015-04-30 | 2016-12-15 | エヌ・ティ・ティ・ソフトウェア株式会社 | セグメント管理システム、及びプログラム |
JP2018198005A (ja) * | 2017-05-24 | 2018-12-13 | Supership株式会社 | 情報処理装置、情報処理方法、プログラム、及びデータ構造 |
JP2022016146A (ja) * | 2020-07-10 | 2022-01-21 | ヤフー株式会社 | 情報処理装置、情報処理方法、及び情報処理プログラム |
JP7195293B2 (ja) | 2020-07-10 | 2022-12-23 | ヤフー株式会社 | 情報処理装置、情報処理方法、及び情報処理プログラム |
EP4089611A1 (en) | 2021-05-10 | 2022-11-16 | Fujitsu Limited | Transmission support program, transmission support device, and transmission support method |
US11947520B2 (en) | 2021-05-10 | 2024-04-02 | Fujitsu Limited | Storage medium, transmission support device, and transmission support method |
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JPWO2011105008A1 (ja) | 2013-06-17 |
JP5704158B2 (ja) | 2015-04-22 |
US20130018886A1 (en) | 2013-01-17 |
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