WO2015178697A1 - Procédé et dispositif de publicité utilisant une plate-forme d'analyse d'utilisateur et une plate-forme de commercialisation en fonction d'une cohorte - Google Patents

Procédé et dispositif de publicité utilisant une plate-forme d'analyse d'utilisateur et une plate-forme de commercialisation en fonction d'une cohorte Download PDF

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Publication number
WO2015178697A1
WO2015178697A1 PCT/KR2015/005106 KR2015005106W WO2015178697A1 WO 2015178697 A1 WO2015178697 A1 WO 2015178697A1 KR 2015005106 W KR2015005106 W KR 2015005106W WO 2015178697 A1 WO2015178697 A1 WO 2015178697A1
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WIPO (PCT)
Prior art keywords
cohort
user
advertisement
application
information
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PCT/KR2015/005106
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English (en)
Korean (ko)
Inventor
김기범
Original Assignee
주식회사 밸류포션
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
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Publication date
Priority claimed from KR1020150064109A external-priority patent/KR101693356B1/ko
Application filed by 주식회사 밸류포션 filed Critical 주식회사 밸류포션
Priority to CN201580009782.8A priority Critical patent/CN106170811A/zh
Priority to EP15796318.2A priority patent/EP3098770A4/fr
Priority to US15/109,347 priority patent/US20170068993A1/en
Priority to SG11201605468YA priority patent/SG11201605468YA/en
Priority to JP2016563766A priority patent/JP2017505499A/ja
Publication of WO2015178697A1 publication Critical patent/WO2015178697A1/fr

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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

Definitions

  • the present invention relates to an advertisement method and an advertisement apparatus using the cohort in a user analysis platform and a marketing platform.
  • the present invention relates to an advertising method and apparatus using a cohort-based user analysis platform and a marketing platform that considers whether a user charges as a characteristic of a cohort.
  • the targeting advertisement refers to an advertisement technique that enhances an advertisement effect by executing an advertisement for a user belonging to a targeting group by using user information instead of targeting all users.
  • a targeting user analysis system for determining whether a targeting option corresponds to a targeting option and a marketing system for executing an advertisement for a user who satisfies the targeting option are operated as separate systems, and on different platforms. It worked.
  • the targeting and targeting of targeting in the existing targeting advertisement is that the individual user is the target of the advertisement.
  • the user analytics system and marketing system ran on different hardware and / or different software.
  • Conventional targeting advertising techniques include static characteristics of users (gender, age, region of origin, school of origin, etc.) (sometimes referred to herein as 'user information' or 'user profile') and dynamic characteristics (history of visits to specific websites). , Number of visits, revisit, etc.) (sometimes referred to herein as 'user behavior information') have the characteristic of analyzing for each user based on the analysis criteria.
  • the advertisement may be executed according to a new execution standard, and the ratio due to the difference between the analysis criteria and marketing criteria Efficiency has always existed.
  • the present invention provides an advertising method and apparatus for a user analysis system and a marketing system to target the same cohort, thereby increasing the efficiency of the advertisement, and allowing the results of the user analysis to be organically linked to marketing, thereby in-app and ad revenue of the application. It is intended to enable optimization of the combination of.
  • the cohort-based advertisement providing method performed in the advertisement providing server apparatus of the present invention for solving the above problems, the user information to obtain the information of the application user to generate a user group, that is, a cohort sharing a predetermined characteristic step; Generating and analyzing a cohort according to the collected information and analyzing the cohort; A segmentation step of generating a targeting user group, that is, a segment, based on the cohort analysis information; An ad execution step of executing an advertisement on the segment.
  • the cohort-based advertisement providing method of the present invention may store the obtained user information and the cohort analysis information in a predetermined database so that the stored user information and the cohort analysis information can be called and used in the segmentation step. Can be.
  • an advertisement may be executed in a first cohort and an advertisement may not be executed in a second cohort.
  • the segment may be generated to correspond to a combination of a plurality of cohorts, or one segment may be generated to correspond to one cohort.
  • the advertisement area of the user terminal of the first cohort where the advertisement is executed may be differently determined according to the characteristics of the cohort.
  • the first cohort may be a cohort in which in-app sales do not occur and the second cohort may be a cohort in which in-app sales occur.
  • the cohort-based advertisement providing method of the present invention may further include registering an application, such as a game application to which an advertisement is exposed, on the advertisement providing server.
  • the cohort-based advertisement providing method of the present invention two or more cohorts, whether the item payment in the application, the number of remaining items, the frequency of payment, the amount of payment, whether and how many sessions in the application, the connection history of the application, It may be generated using any one or more of the criteria such as the number of times of connection, time of access, level of session in the application, installation path of the application (ie, funnel to the application).
  • the cohort-based advertisement providing method of the present invention includes a feedback step of changing the cohort generation information, such as the criteria of the cohort and the number of cohorts after monitoring the user's response after the advertisement execution step of executing the advertisement on the segment Can be.
  • the user's response is in-app sales, the number of purchases, the average payment amount per user, the average payment amount per purchase user, the number of users and purchase rate, the advertising revenue, the number of application sessions / It can be any one of the average session time.
  • the application is a game application, and analyzes the application access time zone and does not execute an advertisement in a time zone where game play is active, or when it is not in a time zone where game play is active.
  • Ad media can be selected.
  • the cohort generation and analysis step analyzes the user's access record in the segmentation step using the analyzed connection record in the segmentation stage promotions such as reward advertising to the cohort is reduced Can run ads.
  • the cohort-based advertisement providing server device of the present invention for solving the above problems, obtains the information of the application user in order to create a user group, that is, a cohort sharing a predetermined feature, and the cohort according to the collected information
  • a user analysis system for generating and analyzing the cohort
  • a marketing system for generating a targeting user group, that is, a segment based on the cohort analysis information, and executing an advertisement on the segment.
  • the user analysis system stores the obtained user information and the cohort analysis information in a predetermined database, and the marketing system analyzes the stored user information and the cohort during segmentation. Information can be called and used.
  • the marketing system may execute an advertisement in a first cohort and not execute an advertisement in a second cohort.
  • the segment may be generated to correspond to a combination of a plurality of cohorts, or one segment may be generated to correspond to one cohort.
  • the advertisement region of the user terminal of the first cohort where the advertisement is executed may be differently determined according to the characteristics of the cohort.
  • the first cohort may be a cohort in which in-app sales do not occur and the second cohort may be a cohort in which in-app sales occur.
  • the cohort-based advertisement providing server device of the present invention enables to register an application, such as a game application, to which an advertisement is exposed, to the advertisement providing server, and the user analysis system generates a cohort based on information of a user of the application. And analyze, the marketing system can determine whether to run an advertisement in the application.
  • two or more cohorts include whether or not items are paid in the application, the number of remaining items, the frequency of payment, the amount of payment, whether and how many sessions are generated in the application, the connection history of the application, and the connection. It may be generated using any one or more of criteria such as the number of times, the access time zone, the level of sessions in the application, the installation path of the application (ie, the funnel to the application).
  • the cohort-based advertisement providing server device of the present invention may be configured to monitor the reactions of users after executing an advertisement on the segment, and to change cohort generation information such as the cohort's criteria and the number of cohorts.
  • the response of the users is in-app sales, the number of purchases, the average payment amount per user, the average payment amount per purchase user, the number of purchase users and the purchase rate, the advertisement revenue, the number of application sessions / average It can be any one of session times.
  • the application is a game application
  • the advertisement access time zone is analyzed so that an advertisement is not executed in a time zone in which game play is active or a different advertisement in a time zone in which game play is active. You can choose the medium.
  • a promotion advertisement such as a reward advertisement to a cohort in which the user analysis system analyzes a user's access record and the application access number decreases by using the analyzed access record in the marketing system. Can be executed.
  • a cohort for user analysis can be directly used as an advertisement targeting segment for marketing.
  • the user identifier of the cohort generated for user analysis and the user identifier of the targeting segment may be applied based on the same criteria, thereby enabling marketing execution targeted to the same user group as the analyzed user group.
  • additional targeting segments may be easily configured by combining previously generated cohorts.
  • FIG. 1 is a block diagram illustrating an environment in which an advertisement method and apparatus using a cohort-based user analysis platform and a marketing platform of the present invention are provided.
  • FIG. 2 is a block diagram illustrating a configuration of an advertisement providing server according to an exemplary embodiment of the present invention.
  • FIG. 3 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention.
  • FIG. 4 is a flowchart for explaining an advertisement providing method of the present invention from another viewpoint.
  • FIG. 5 is a conceptual diagram schematically illustrating an analysis mechanism in the advertisement providing server of the present invention.
  • FIG. 6 is a conceptual diagram schematically illustrating a marketing mechanism in the advertisement providing server of the present invention.
  • first, second, etc. are used to describe various components, modules and / or sections, the components, modules and / or sections are of course not limited by these terms. These terms are only used to distinguish one component, module or section from other components, modules or sections. Therefore, the first component, the first module or the first section mentioned below may be a second component, a second module or a second section within the technical spirit of the present invention.
  • the present invention is to optimize the in-app revenue of the application, that is, the combination of the revenue (item sales revenue) generated by the users using the application and the advertising revenue exposed to the application as described below.
  • the term 'game' is used as an example of an application in the specification, it is merely an example for descriptive purposes, and all applications, mobile applications, and especially instants, to which the solution of the present invention can be applied. It should be understood that a messenger application and the like are all included.
  • Game A has recently been released and is still in the promotion phase, it is important to ensure that users can focus on the game as much as possible and enjoy the game, while Game B is popular with celebrities recently. Assumes that users are on the rise since the press, and that C games have been a steady seller for many years. In this case, it is not easy for game developers to recruit advertisers targeting users of Game A. At this time, game users are interested in the game rather than exposing advertisements to users of Game A to obtain advertising revenue. You can decide to increase the game users. In the case of Game B, the number of users is rapidly increasing and the number of new advertisers is increasing so that the price of advertisement is rising.
  • the present invention collects and analyzes the user's information and classifies it into two or more cohorts, and ad execution is also based on the cohort or a combination of cohorts. Whether or not to execute the advertisement is determined.
  • a cohort is a group of people who share a certain experience or characteristic (eg, age).
  • a 'cohort' in the present invention will be understood as an entity sharing various specific experiences or features described below by way of example, and also a user sharing such various specific experiences or features at a particular time. It should also be understood as the collective of. For example, there may be multiple user aggregates that share the same particular experience or feature, and they may be defined as different cohorts if they have different specific times / periods that share a particular experience or feature.
  • identifiers of individual users at the time of cohort generation and individual users at the time of segment generation can be the same so that analysis and marketing can be linked by the same criteria.
  • FIG. 1 is a block diagram illustrating an environment in which an advertisement providing method and a server are provided according to an embodiment of the present invention.
  • the user terminal 100, the advertiser terminal 200, the media server 300, and the advertisement providing server 400 are connected to each other through a network.
  • the user terminal 100, the advertiser terminal 200, the media server 300, and the advertisement providing server 400 may exchange data and / or information with each other.
  • the network may be composed of various sizes of networks such as a local area network (LAN), a metropolitan area network (MAN), a wide area network (WAN), and the like.
  • the network may be configured as a wired or wireless network.
  • the user terminal may be, for example, a personal computer (PC) such as a desktop top, a laptop (lap top), or the like.
  • the user terminal may be a portable electronic device such as a smartphone, a personal digital assistant (PDA), a tablet PC, or the like.
  • the user terminal may be another computing device that is not illustrated.
  • the user terminal can install the (mobile) application by the user's operation and execute the application.
  • the user terminal may download an application from an external device (or server).
  • the user terminal may include one or more processors for executing the application.
  • the user terminal may install the corresponding application by directly accessing the application market (or store) and searching for an application to be installed in the application market.
  • the user terminal may receive an installation path (or link) of the application from a separate medium, and install the application through the corresponding installation path.
  • a medium may provide an advertisement of the application to the user terminal by providing an installation path of the application.
  • the user terminal 100 may include components such as a communication unit, a control unit, an input / output unit, a memory unit, and perform operations such as communication, processing, input / output, and storage of data and / or information.
  • the advertiser terminal 200 may be a personal computer such as a desktop, a laptop, or the like. Alternatively, the advertiser terminal 200 may be a portable electronic device such as a smartphone, a PDA, a tablet PC, or the like. The advertiser terminal 200 may be another computing device that is not illustrated.
  • the advertiser terminal 200 may be replaced by a server operated by an advertiser to provide a product or a service.
  • the advertiser terminal 200 may transmit advertisement information directly or indirectly to the advertisement providing server 400.
  • the advertisement may include an advertisement combined with one or more elements such as a text advertisement, a banner advertisement, a video advertisement, an audio advertisement, a video advertisement, an in-app advertisement, and the like.
  • the media server 300 may provide various texts, photos, music, videos, and the like to the user terminal 100.
  • the media server 300 may be a portal site server that provides various content services.
  • the media server 300 may be a search engine that provides various contents as a search result to the user terminal 100 in response to a search query received from the user terminal 100.
  • the media server 300 may be a form in which a portal site and a search engine are combined.
  • the media server 300 and the advertisement providing server 400 are separately illustrated, but according to an embodiment, the media server 300 may be provided in a form combined with the advertisement providing server 400. That is, it will be apparent to those skilled in the art that the media server 300 and the advertisement providing server 400 may be integrally configured.
  • the present invention is not limited thereto, and the plurality of media servers 300 may include the user terminal 100, the advertiser terminal 200, and the advertisement providing server 400. It can be connected to each other via a network.
  • the advertisement providing server 400 may receive an advertisement request from the media server 300 or the user terminal 100, and provide an advertisement to the user terminal 100 in response to the received advertisement request.
  • the user terminal 100 may transmit an advertisement request to the advertisement providing server when performing a predetermined application.
  • the advertisement providing server 400 may be provided as some components of a server interoperating with a predetermined application (eg, a game).
  • the advertisement providing server 400 may include a communication unit 410, a control unit 420, an input / output unit 430, and a memory unit 440.
  • the communication unit 410 may transmit and receive various data and / or information with an external device through a network.
  • the communication unit 410 may be configured of various communication modules capable of network communication.
  • the communication unit 410 may receive search history information and behavior history information (dynamic information of the user) of the users from the media server 300.
  • the communication unit 410 may receive information about the user (static information of the user) from the user terminal 100.
  • the communication unit 410 may receive a search query and various requests from the user terminal 100.
  • the communication unit 410 may record a search keyword included in the search query and a reception time of the search query.
  • Various requests may be related to user behavior. For example, using the user terminal 100, a user may visit a specific site, take a action such as purchase a specific product at a specific site.
  • the user terminal 100 may execute an action such as purchasing a game item while executing a specific game application.
  • the communication unit 410 may record user behavior information by distinguishing various requests transmitted by the user terminal 100 for such behavior.
  • the communication unit 410 may record a reception time of various requests in relation to user behavior information.
  • the communication unit 410 may receive advertisement information from the advertiser terminal 200.
  • advertisement information may include advertisement contents, targeting setting values of advertisements, bid information of advertisements, and the like.
  • the control unit 420 of the advertisement providing server 400 may include a user analysis system 421 and a marketing system 422.
  • the user analysis system 421 and the marketing system 422 may be implemented in a separate server, for example, a game developer server, in the present invention, the user in the control unit 421 of the advertisement providing server 400 for convenience. It is shown to include an analysis system 421 and a marketing system 422.
  • the controller 420 may control the overall operation of the advertisement providing server 400 by executing a command and / or a program.
  • the controller 420 may include at least one hardware module (eg, a processor) that processes data and / or information.
  • the user analysis system 421 of the controller 420 may collect user information through the communication unit 410, and classify the plurality of users into one or more user groups (cohorts) using the collected user information. .
  • the user analysis system 421 may receive user information (via a communication unit) from a user terminal.
  • the user analysis system 421 may collect login-based user information or non-login-based user information (via the communication unit).
  • Login based user information may include, for example, user profiles (name, age, gender, address, work, hobbies, preference categories, etc.), cafe history, blog history, shopping history, various site / page visit history information, and the like. Can be.
  • the non-login based user information may include, for example, various behavior information such as cookie information, favorite information, game item purchase information, and the like.
  • the user analysis system 421 may collect user behavior information related to the application.
  • the user analysis system 421 may collect user behavior information generated while the user terminal executes the application, and user behavior information generated in association with the application while the application is not executed.
  • the user analysis system 421 may include an installation path, an installation time, a subscription time, an execution time, an access time, a profile registration time, a phone number registration / authentication time, an item purchase time, a friend invitation time, and a review time with respect to the application.
  • User behavior information such as marketing response history can be collected.
  • the user behavior information may also include maintenance status information of the user account such as subscription, use, and withdrawal.
  • the user behavior information may include information such as whether the application is installed, relaunched, the number of times of execution / access, and sales.
  • User behavior information may include information regarding all user behavior that may be collected in connection with the application.
  • the user analysis system 421 may collect inflow information regarding which path the user came through to a mobile application, a web page, or the like on which an advertisement is executed.
  • the distribution platform of mobile games has been multilayered, and the installation path of one game may be a “K” mobile instant messenger platform, a “L” mobile instant messenger platform, or “CS”. It can be a mobile Cost Per Installation (CPI) based reward application platform.
  • the game application is downloaded from the app store and installed via the instant messenger platform.
  • the user analysis system 421 may collect and analyze characteristics (such as static information and dynamic information) of the user introduced through the plurality of platforms based on the inflow platform.
  • inflows through the “K” mobile instant messenger platform, inflows through the “L” mobile instant messenger platform, and inflows through the “CS” mobile CPI based reward application platform can serve as a basis for user analysis.
  • Users of platform identifiers can be classified into separate cohorts, and user static information and user dynamic information can be collected and classified for each cohort.
  • a 'session' may be understood as a period until each execution step of an application, a submenu, a game level, or an application such as a game is executed and terminated once.
  • each user cohort formed by classifying users by each platform becomes a cohort that shares the characteristics of the "platform.” For example, incoming users via the “K” mobile instant messenger platform are cohort 1, and users coming through the “L” mobile instant messenger platform are the cohort 2 and “CS” mobile CPI based reward application platform. They become Cohort 3.
  • cohort 1, cohort 2, and cohort 3 of each platform criterion are sub cohorts such as cohort 1a, cohort 1b, and cohort 1c according to the subdivision criteria (for example, item purchase information) within each cohort. Can be broken down into Likewise, cohort la can be subdivided again.
  • cohorts and subdividing cohorts are, for example, users who do not continuously use or delete or leave the service after earning rewards through CPI-based reward applications, users who play game applications without purchasing items, In other words, it is possible to analyze the propensity of cherry picker and distinguish them from genuine users, which can be linked to ad execution and ad execution methods described later, and can be determined by analyzing each cohort.
  • the cohort may not only check whether the item is paid, but also whether the game session is generated, the number, and the game level may be analyzed.
  • embodiments of the present invention are not limited thereto, and the user information may include various pieces of information not illustrated.
  • the user analysis system can collect user information through various paths in various user environments.
  • a cohort may be generated or classified, and such user information (for example, item payment or not) may be reestablished at a specific time or time. Can be broken down into time periods. Therefore, a user group sharing one user information at different specific times or at specific time periods can be classified as different cohorts.
  • the inclusion of temporal considerations in the generation or classification of cohorts can further refine the assessment of user characteristics, thereby enabling the collection, evaluation, and classification of user information through various paths in a more diverse user environment.
  • one day user group may have a higher amount and frequency of item payments in the last seven days, but an average item payment amount and frequency in the last 30 days may be relatively low, while another day user group may have an average item payment amount and frequency in the last 30 days. Is relatively high, but the average amount and frequency of payments in the last seven days may not be much larger than in the last 30 days.
  • the user analysis system 421 is expected to pay more and more frequent payments in the past 7 days than in the past 7 days. Can be classified as a group, ie a cohort.
  • the user analysis system 421 may store the collected user information in a database.
  • the user analysis system 421 may analyze various user information, including user behavior information related to the application.
  • the user analysis system 421 may extract behavioral characteristics of each user according to the analysis result of the user information.
  • the user analysis system 421 may generate a cohort by classifying users according to one or more various criteria.
  • the user analysis system 421 of the present invention may classify a plurality of users into one or more cohorts according to the behavioral characteristics of the users. Cohorts can be defined as a group of users who share certain behavioral characteristics.
  • the cohorts of the invention can be organized hierarchically. For example, it has been described above that one cohort may include one or more subcohorts.
  • One or more sub-cohorts included in one cohort may have the same first behavioral characteristic and may have different second behavioral characteristics. It may be at the same level as the first behavioral characteristics and the second behavioral characteristics or a relationship between the upper and lower levels.
  • the second behavioral characteristic may represent the detailed behavioral characteristic of the first behavioral characteristic.
  • the hierarchical structure of the cohort may be composed of first to nth layers, where n is a natural number greater than one.
  • a cohort identifier may be used to identify each cohort.
  • the user analysis system 421 may additionally assign a cohort identifier to each user in addition to the user identifier. Multiple users belonging to the same cohort may be assigned the same cohort identifier.
  • the user analysis system 421 may generate a cohort according to the advertisement channel into which the user is introduced. That is, users who come in through the first advertising channel (or install an application) are classified into a first cohort, and users who come through a second advertising channel (or install an application) are classified into a second cohort. can do.
  • the user analysis system 421 may generate a cohort according to the number of times of access of the user, the number of executions, the number of payments / amount, and the like.
  • the user analysis system may generate a cohort in accordance with the user's level or the like in the application (eg, a game).
  • the marketing system 422 can perform user segmentation.
  • User segmentation is a method of classifying users with similar characteristics into one user group (segment) for effective marketing.
  • the marketing system 422 is generally defined as a system for determining whether to execute an advertisement and an advertisement target based on collected or analyzed user information.
  • the marketing system like the user analysis system, decided whether to execute the advertisement and the target of advertisement based on the information of the individual user.
  • the analysis criteria in the user analysis system and the execution criteria in the marketing system were not linked to each other. The enforcement was a separate operation, which had inherent limitations in improving advertising efficiency.
  • an analysis criterion in the user analysis system 421 that is, an identifier of a cohort is adopted as it is as a segment identifier of the marketing system 422.
  • the cohorts categorized by the user analysis system 421 are used for advertisement execution in the marketing system 422.
  • the user analysis system 421 may store the information of the cohort generated above, for example, in a database of the marketing system 422. In this case, transmission and reception of cohort information may be performed between the user analysis system and the marketing system.
  • the operator may download the information of the cohort generated above from the user analysis system 421 and upload the information of the cohort to the database of the marketing system 422.
  • the information of the cohort may include user information of a user belonging to each cohort and an identifier of each cohort.
  • the identifier that is the basis of the segmentation is the same as the segmentation identifier of the user analysis system 421.
  • the marketing system 422 may classify the plurality of users into one or more segments using the user information stored in the database.
  • the marketing system 422 can select some of the one or more segments (“targeting segments”) and execute marketing specific to users belonging to the selected targeting segment.
  • the marketing system 422 can select a targeting segment based, for example, on user information.
  • the marketing system 422 may select a targeting segment based on user behavior information such as whether the application is installed, re-executed, the number of executions / accesses, and sales. That is, the marketing system 422 can select the targeting segment using the same or similar information as the information used by the user analysis system 421 to classify the cohort. However, even when similar information is used, the same cohort as the cohort classified by the user analysis system 421 may be used in the marketing system 422.
  • the d marketing system 422 may additionally assign a segment identifier to each user in addition to the user identifier.
  • a plurality of users belonging to the same segment may be assigned the same segment identifier.
  • users may be identified by the user's individual identifier, and by which segment cohort it may be identified by the segment identifier.
  • marketing system 422 may select one or more cohorts as targeting segments.
  • the marketing system 422 can utilize the cohort as a segment without having to newly create each segment. That is, cohorts of users having the same attribute can be recognized as targeting segments.
  • the marketing system 422 can construct the targeting segment using a cohort or a combination of cohorts generated by the user analysis system 421.
  • the marketing system 422 may further configure a new targeting segment using the cohort or combination of cohorts generated by the user analysis system 421.
  • two or more cohorts classified by the user analysis system 421 may be classified into the same segment by the marketing system 422. This is because, according to necessity, two or more cohorts classified by the user analysis system 421 may need to be determined by the marketing system whether the advertisement is executed or the type or method of the executed advertisement. For example, the cohort introduced into the “K” mobile instant messenger platform described above and the cohort introduced into the “CS” mobile cost per installation (CPI) based reward application platform are determined not to execute advertisements and the “L” mobile instant messenger. You can decide to run ads only on cohorts that enter the platform.
  • CPI mobile cost per installation
  • the marketing system 422 may analyze information of users belonging to each cohort, and establish a marketing strategy for each cohort. This marketing strategy may be previously input by the operator into the marketing system 422 according to the criteria for classifying the targeting segments.
  • the advertiser server 200 or the developer server of the game application may set the classification criteria of the cohort in advance and provide it to the advertisement providing server 400.
  • the developer server of the advertiser terminal 200 or the game application may register a game application with the advertisement providing server 400, may register two or more game applications, and separate cohort classification criteria for each game application. Can be set. As described above, a separate cohort may be generated in the A game, the B game, and the C game.
  • the marketing includes a method of providing an advertisement to a user terminal or providing a reward for predetermined user behavior.
  • the concept of marketing includes the concept of distinguishing between not marketing and marketing, and does not execute an advertisement in a specific cohort (segment) and executes a plurality of advertisements in another cohort (segment). Strategy can be included.
  • embodiments of the present invention are not limited thereto, and the marketing method may include various methods that are not illustrated.
  • the present invention provides push notifications and rewards to users as shown in the following figure as in-app marketing to induce active actions, participations, and purchases of users. , Various announces, in-app purchases, and one or more multi-banner techniques. To reiterate, this invention differs by cohort from 'active' marketing that does not execute any of the above 'active' marketing and advertisement.
  • the marketing system 422 can use the segment identifier to identify the user.
  • the marketing system 422 may assign a value equal to the cohort identifier of the corresponding cohort as the value of the segment identifier. That is, the marketing system 422 may use the cohort identifier of the user analysis system 421 as the segment identifier. Therefore, in this respect, the present invention can be regarded as a cohort and a segment as the same concept.
  • the marketing system 422 may use the cohort identifier as the segment identifier as it is without newly assigning the segment identifier.
  • the user analysis system 421 and the marketing system 422 may operate on different platforms.
  • the user analysis system 421 and the marketing system 422 may operate on different hardware and / or different software (eg, an operating system (OS)).
  • OS operating system
  • the user analysis system 421 and the marketing system 422 operate on different platforms, but do not classify the user group according to each criterion or classify the user group multiple times. Since the system 422 executes marketing specific to each cohort using the cohorts generated by the user analysis system 421, optimized marketing can be executed more efficiently.
  • the input / output unit 430 may interface with an operator of the advertisement providing server 400.
  • the operator may input various information to the advertisement providing server 400 through the input / output unit 430, and the advertisement providing server 400 may output various kinds of information to the operator through the input / output unit 430.
  • the memory unit 440 may store instructions and / or programs, or store data and / or information.
  • the memory unit 440 may be a storage device such as a hard disk or flash memory.
  • the memory unit 440 may be another storage medium that is not illustrated.
  • the memory unit 440 may receive and store search history information and behavior history information of users from the communication unit 410. In addition, the memory unit 440 may store classification criteria, identifiers, classified cohort information, and analysis information used in the user analysis system 421, and may use the marketing system 422 by calling them.
  • the database of the user analysis system 421 and the marketing system 422 described above may be configured in the memory unit 440, may be implemented in the control unit 420, or may be implemented as a separate device.
  • the memory unit 440 may receive search keyword and behavior information of users from the communication unit 410 and store the search history information and behavior history information accumulated over time.
  • the memory unit 440 may store a user's inflow path, an application execution / deletion history, a user's item purchase history, a history of in-app marketing of the advertisement server, and the like.
  • the memory unit 440 may receive time information from the communication unit 410 and store the time information.
  • the memory unit 440 may receive advertisement information from the communication unit 410, and store advertisement content, targeting setting values of the advertisement, bid information of the advertisement, and the like.
  • the memory unit 440 may include a database for structuring and storing such various information and providing a search and update function.
  • the user analysis system 421 of the advertisement providing server 400 obtains user behavior information (S510).
  • the user analysis system 421 may store the acquired behavior information in a database, a memory unit 440, or a third storage medium of the user analysis system 421.
  • the user analysis system 421 may generate a cohort and analyze the cohort using the obtained user information (S530).
  • the user analysis system 421 may classify users based on the analyzed cohort. That is, the user analysis system 421 may classify individual users into one cohort or two or more cohorts.
  • the cohort analysis information (cohort-based user analysis information) generated by the user analysis system 421 is stored in a database (S540) and used as is in the segmentation step of the marketing system 422. To this end, the marketing system 422 calls the stored cohort analysis data (S550) and checks the indicator (identifier) of the called cohort (S560).
  • the cohort generated by the user analysis system 421 may correspond to one segment in the marketing system 422, but two or more cohorts may correspond to one segment and two cohorts may correspond to one segment. It may also correspond.
  • the marketing system performs segmentation to generate a segment to be marketed (S570).
  • the advertisement providing server 400 executes the advertisement based on the segmentation result.
  • the present invention does not merely aim to maximize the advertising revenue, but through the specialized data analysis of the application (game) and the application (game) user, the call balances the revenue from the game and sells the advertising revenue and application and game items. To optimize your revenue.
  • the advertisement providing server 400 reflects various reactions of the user according to the advertisement execution (S590) and repeats the above-described steps S510 to S580.
  • this feedback step the user's response and response rate to the executed advertisement, as well as the user access status and payment status information before and after the execution of the advertisement can be reflected.
  • the advertiser terminal 200 or the game application developer server may respond to the user's previous marketing, such as in-app sales, number of purchases, average payment amount per user, average payment amount per purchase user, purchase user and purchase rate, and advertisement. Revenue, number of application sessions / average session time, etc. can be monitored to change the criteria of the cohort, the number of cohorts, etc. to feed back for subsequent user analysis.
  • the game pattern and the payment frequency may be considered in the cohort characteristic analysis.
  • the user analysis system 421 may provide information on the access frequency of users who have installed the game, thereby analyzing the loyalty and abandonment rate of the users to enable marketing planning.
  • the marketing system 422 may determine the advertisement execution time by analyzing the game using time zone based on the user's access record. For example, during a game-intensive time period, an advertisement that does not interfere with game concentration may be executed, such as a simple event guide advertisement, without executing an advertisement that interferes with the game.
  • the marketing system 422 may execute the advertisement while directly controlling the area of the advertisement execution in order to prevent or maximize the user's game progress.
  • the user analysis system 421 may analyze a user's access record, and the marketing system 422 may execute a game participation inducing reward advertisement for a user who has fewer game accesses.
  • the user analysis system 421 analyzes a user's connection record and visits a user of a specific cohort who has no connection history for a predetermined number of days in the marketing system 422 or a user of a specific cohort who has never accessed a game after game installation. Enforce push notifications or reward ads.
  • the user analysis system 421 may analyze the payment pattern of the user so that the marketing system 422 may execute a game discount item advertisement in order to induce payment of the user of a specific cohort.
  • the user analysis system 421 may analyze the remaining items of the user so that the marketing system 422 may execute an advertisement that induces payment of the user of a specific cohort.
  • a tracking link may be generated to obtain information about a user's behavior.
  • the present invention can collect the game data of the user.
  • a single advertisement may be exposed only to users belonging to a cohort of a specific characteristic, not to all users.
  • the advertisement area of the user terminal 100 may be different for each targeting segment.
  • an advertisement may be executed in an area where the game is least disturbed in a specific segment, and an advertisement may be exposed in an area having the highest advertising effect, such as a central portion of a user terminal.
  • the user may be exposed to an area where interference is less likely to the billing user, and the advertisement may be exposed to the center portion of the user terminal to the non-billing user.
  • a billing user may set whether to execute an advertisement and an advertisement region differently depending on whether a game is currently being played.
  • an advertisement may be exposed only to a part of the user terminal in order to make the advertisement target be recognized as part of the game element.
  • FIG. 4 shows the steps of S510 to S570 integrated into the steps of S630 in order to explain the advertisement execution method of FIG. 3 more schematically.
  • the advertiser provided only the selection criteria of the targeting target based on the user information and the user behavior information, and the advertisement providing server 400 or the media server 300 maximizes the advertisement revenue through the targeting advertisement based on the targeting advertisement.
  • the present invention provides a method of providing advertisements so that not only the advertising revenue but also the in-app revenue is optimized or summed with the advertising revenue, so that the advertisement is exposed and the pool of users who are the target objects of the cohort analysis and segmentation. It may further include a step (S610) of registering an application to be).
  • the application registration step (S610) may be performed in the advertiser terminal 200 or the game application development server, or may be performed in the advertisement providing server 400.
  • the cohort registration (or change) may be additionally included (S620). Based on this, the user analysis S630 is performed, the marketing execution S640 is performed, and the feedback step S650 is performed as described above with reference to FIG. 3.
  • the criteria and the number of the cohort may be determined and changed in the advertiser terminal 200 or the game application server.
  • the advertisement providing server 400 may register applications registered for advertisement campaigns for each cohort in various channels. It can be seen that the user is analyzed. That is, if it is repeated, it can be seen that the advertisement execution method of the present invention can use an application as an advertisement platform.
  • the advertisement providing server 400 analyzes a user action through cohort analysis for ad campaigns. Based on the result, it can be seen that a target segment, which is a target of targeting, is generated. In other words, it can be seen that the method of executing the advertisement of the present invention is linked to the user analysis and the marketing target decision in a straight line.
  • the user analysis system 421 may classify a plurality of users into a billing user group and a non-billing user group by using user information such as sales information and payment count / amount information of the user.
  • the user analysis system 421 may again classify the charging user group into a plurality of groups. For example, the user analysis system 421 may classify the billing user group into detailed upper, middle and lower billing user groups based on user behavior information such as billing amount / count.
  • the user analysis system 421 may again classify the unpaid user group into a plurality of groups. For example, the user analysis system may further classify the non-billing user group into a potential billing user group and a potential cherry picker user group based on the billing possibility according to the user behavior information.
  • the marketing system 422 establishes different marketing strategies for the classified user groups.
  • the marketing system 422 may set different advertisement providing methods for the billing user group and the non-billing user group.
  • the marketing system 422 may set a portion of the screen of the user terminal 100 as an advertisement area when a terminal of a user belonging to a non-billing user group is executing a predetermined application (for example, a game). Can be set.
  • the marketing system may execute an advertisement on an advertisement area of the screen of the terminal of the user belonging to the non-billing user group.
  • the marketing system 422 may not execute an advertisement on the screen of the user terminal 100 when the terminal of the user belonging to the billing user group is executing a predetermined application. That is, the entire screen of the user terminal 100 belonging to the charging user group is provided to the application area.
  • the marketing system 422 sets a portion of the screen of the user terminal 100 as the advertisement area even when the terminal of the user belonging to the billing user group is executing a predetermined application, and the screen of the user terminal 100 is set. Advertisement can be executed in the advertising area of.
  • the advertisement area of the terminal of the user of the billing user group may be smaller than the advertisement area of the terminal of the user of the non-billing user group.
  • a relatively low-exposure text advertisement may be executed in the advertisement area of the terminal of the user of the billing user group, and a relatively high-exposure video advertisement may be executed in the advertisement area of the terminal of the user of the non-billing user group.
  • Setting the advertisement providing method for the billing user group and the non-billing user group is not limited to the illustrated embodiment, and various methods not illustrated may be used.
  • the billing user is about 3% of the total user in one game, so that in-app sales are increased by encouraging payment users to continuously make payments. It becomes possible.
  • the user terminal 100 may execute a predetermined application (eg, a game).
  • a predetermined application eg, a game
  • Such a game application may present various items to the user during execution.
  • the user character on the game application can change the user character by acquiring such an item.
  • the user character may be a human-like form, but is not limited thereto, and may be provided in various forms such as a plant / plant-like form, a food, a robot, a car, a boat, an airplane, and the like.
  • the user character may obtain items provided in the game and use them as his or her own object, or to obtain new abilities of the user character and to improve conventional abilities.
  • advertising items may be provided as one of various forms of such items.
  • the advertisement may be provided by a method of outputting an image.
  • the advertisement providing server may provide a reward to the user as a reward for viewing the advertisement.
  • the game application may ask the user whether to watch the advertisement.
  • the game application may display the game screen on the screen of the user terminal 100 so that the user can continue playing the game.
  • the game application may display the advertisement screen without displaying the game screen on the screen of the user terminal 100.
  • the game application may display a game screen on a portion of the screen of the user terminal 100 and display an advertisement screen on another portion of the screen so that the user can continue playing the game.
  • the game application may immediately provide an advertisement without querying the user's intention.
  • the user may wait until the advertisement ends, or may terminate the advertisement by clicking the close button disposed at a predetermined position of the advertisement area.
  • the game application may operate in conjunction with an application server including an advertisement providing server or an advertisement providing server.
  • the steps of a method or algorithm described in connection with the embodiments of the present invention may be directly implemented as a hardware module, a software module, or a combination of the two executed by a processor.
  • the software module may be a random access memory (RAM), a ROM, an EPROM, an EEPROM, a flash memory, a register, a hard disk, a removable disk, a CD-ROM, or any form of computer readable well known in the art. It can also reside on a recording medium.
  • An exemplary recording medium is coupled to a processor that can derive information from and write information to the recording medium.
  • the recording medium may be integral to the processor.
  • the processor and the recording medium may reside in an application specific integrated circuit (ASIC).
  • the ASIC may reside in the user terminal 100.
  • the processor and the recording medium may reside as discrete components in the user terminal 100.

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Abstract

L'invention concerne un procédé pour utiliser une cohorte à la fois pour une plate-forme d'analyse d'utilisateur et une plate-forme de commercialisation, un procédé pour établir des procédés de fourniture de publicité d'un utilisateur devant être facturé et d'un utilisateur ne devant pas être facturé de façon à ce que ceux-ci soient différents ; un procédé pour fournir une publicité de récompense pendant l'exécution d'une application.
PCT/KR2015/005106 2014-05-22 2015-05-21 Procédé et dispositif de publicité utilisant une plate-forme d'analyse d'utilisateur et une plate-forme de commercialisation en fonction d'une cohorte WO2015178697A1 (fr)

Priority Applications (5)

Application Number Priority Date Filing Date Title
CN201580009782.8A CN106170811A (zh) 2014-05-22 2015-05-21 利用基于同属群组的用户分析平台与营销平台的广告方法及装置
EP15796318.2A EP3098770A4 (fr) 2014-05-22 2015-05-21 Procédé et dispositif de publicité utilisant une plate-forme d'analyse d'utilisateur et une plate-forme de commercialisation en fonction d'une cohorte
US15/109,347 US20170068993A1 (en) 2014-05-22 2015-05-21 Advertising method and device using cohort-based user analysis platform and marketing platform
SG11201605468YA SG11201605468YA (en) 2014-05-22 2015-05-21 Advertising method and device using cohort-based user analysis platform and marketing platform
JP2016563766A JP2017505499A (ja) 2014-05-22 2015-05-21 コーホート基盤のユーザ分析プラットホームとマーケティングプラットホームを用いた広告方法及び装置

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KR20140061374 2014-05-22
KR10-2014-0061374 2014-05-22
KR1020150064109A KR101693356B1 (ko) 2014-05-22 2015-05-07 코호트 기반의 사용자 분석 플랫폼과 마케팅 플랫폼을 이용한 광고방법 및 장치
KR10-2015-0064109 2015-05-07

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WO2018048350A1 (fr) * 2016-09-06 2018-03-15 National University Of Singapore Procédés et systèmes d'analyse de données de cohorte et structures de données pour effectuer une analyse de données de cohorte

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