WO2016208080A1

WO2016208080A1 - Management device, management method, non-transitory recording medium, and program

Info

Publication number: WO2016208080A1
Application number: PCT/JP2015/068573
Authority: WO
Inventors: 克英進士
Original assignee: 楽天株式会社
Priority date: 2015-06-26
Filing date: 2015-06-26
Publication date: 2016-12-29
Also published as: JP6259546B2; JPWO2016208080A1

Abstract

Provided is a management device (100), comprising a setting unit (11), an acceptance unit (12), an extraction unit (13), a selection unit (14), a sending unit (15), and an aggregation unit (16). The setting unit (11) sets the quantity of direct mailings to send. The acceptance unit (12) accepts, from an inputter (S), an input of extraction conditions for extracting users to whom the direct mailings are to be sent. The extraction unit (13) extracts the users who satisfy the accepted extraction conditions. If the number of the extracted users has exceeded the set quantity to send, the selection unit (14) selects, at random from the extracted users, as many users as the set quantity of direct mailings. The sending unit (15) sends the direct mailings to the selected users. The aggregation unit (16) aggregates actions taken by the users to whom the direct mailings were sent (C1), and aggregates actions taken by the users to whom the direct mailings were not sent (C2), within a prescribed period after the direct mailings have been sent.

Description

Management device, management method, non-transitory recording medium, and program

The present invention relates to a management device, a management method, a non-transitory recording medium, and a program.

In recent years, as a means of advertising (sales promotion) and sales support, it is common practice to directly send advertising information such as product information and catalogs to individuals or corporate customers. As a form of sending advertisement information, there is a form in which an e-mail including advertisement information is sent to the customer's e-mail account, or the advertisement information is printed on a medium (paper or the like) having physical substance, and mail is sent. There is also a method (so-called direct mail) that is sent to customers by mail.

For the direct mail sender, how much advertising effect the sent direct mail has on the customer is important information. For this reason, several techniques have been developed to detect advertising effects by direct mail. For example, in Patent Document 1, the direct mail advertisement effect is detected by detecting whether or not a website is browsed via a QR code (registered trademark) described in the direct mail by a customer to whom the direct mail is sent. Techniques that attempt to measure are disclosed.

JP 2011-242999 A

However, in the prior art, there is room for improvement in measuring the effect of direct mail using physical transportation.

When distributing advertisement information by e-mail, the costs associated with distribution are limited to the charge of communication charges for communication data or the cost of power consumption, and are generally negligible. On the other hand, when direct mail is sent by physical means of transportation, the number of destinations increases, and thus costs for printing information on the medium and costs for shipping (such as stamp costs) for sending the information are generated. Therefore, when direct mail is sent by physical transportation means, the number of deliverables is limited as compared to the case of electronic mail.

The technology of Patent Document 1 only detects whether or not a website notified by the transmitted direct mail has been browsed, and does not make use of the characteristic that the direct mail has a physical entity. It is insufficient as a direct mail effect measurement by physical transportation means, and a more appropriate effect measurement is desired.

The present invention is intended to solve the above-mentioned problems, and aims to more appropriately measure the advertising effect by direct mail by a physical transportation means.

In order to achieve the above object, a management device according to the first aspect of the present invention provides:
Setting section for setting the number of direct mails to be sent,
An accepting unit that accepts an input of an extraction condition for extracting a user who is a sending target of the direct mail by an input person;
An extraction unit for extracting a user who satisfies the accepted extraction condition;
A selection unit that randomly selects a user with the set number of ships from the extracted user when the number of extracted users exceeds the set number of ships.
A shipping unit for sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; It is characterized by having a totaling unit that totals each.

The management device according to the first aspect further includes:
The reception unit urges the input person to change the extraction condition when a ratio between the number of extracted users and the set number of dispatches is not included in a predetermined range;
It may be characterized by that.

The management device according to the first aspect further includes:
The shipping unit sends the direct mail with link information for accessing a target website related to the product,
The counting unit includes a ratio of the shipped users who have accessed the target website via the link information among the shipped users, and the unshipped users who have accessed the target website among the unsent users. Total the percentage of users,
It may be characterized by that.

The management device according to the first aspect further includes:
The counting unit excludes unsent users accessed via the link information added to the direct mail when totaling the ratio of the unsent users who accessed the target website among the unsent users. And then sum up
It may be characterized by that.

The management device according to the first aspect further includes:
The shipping section ships the direct mail with the product advertisement added thereto,
The tabulation unit tabulates a purchase action for the product by the shipped user and a purchase action for the product by the unshipped user.
It may be characterized by that.

The management device according to the first aspect further includes:
The counting unit is
(A) the proportion of users who purchased the product among the shipped users, and the proportion of users who purchased the product among the unshipped users, or
(B) the total purchase price of the product by the shipped user and the total purchase price of the product by the unshipped user; or (c) the total purchase price of the product by the shipped user and the product by the unshipped user. Total purchase price of
Any of the
It may be characterized by that.

In order to achieve the above object, a management method according to the second aspect of the present invention includes:
Setup steps to set the number of direct mails sent,
An accepting step for accepting an input of an extraction condition for extracting a user who is a target of sending the direct mail by an input person;
An extraction step of extracting users that satisfy the accepted extraction conditions;
A selection step of randomly selecting a user with the set number of ships from the extracted users when the number of extracted users exceeds the set number of ships;
A sending step of sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; It is characterized by comprising a totaling step for totalizing each.

In order to achieve the above object, a recording medium according to the third aspect of the present invention provides:
On the computer,
Setting procedure to set the number of direct mails sent,
An acceptance procedure for accepting an input of an extraction condition for extracting a user to whom the direct mail is to be dispatched by an input person;
An extraction procedure for extracting users satisfying the accepted extraction conditions;
A selection procedure for randomly selecting a user with the set number of ships from the extracted user when the number of extracted users exceeds the set number of ships;
A delivery procedure for sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; The program that executes the totaling procedure to count each is recorded.

In order to achieve the above object, a program according to the fourth aspect of the present invention is:
On the computer,
Setting procedure to set the number of direct mails sent,
An acceptance procedure for accepting an input of an extraction condition for extracting a user to whom the direct mail is to be dispatched by an input person;
An extraction procedure for extracting users satisfying the accepted extraction conditions;
A selection procedure for randomly selecting a user with the set number of ships from the extracted user when the number of extracted users exceeds the set number of ships;
A delivery procedure for sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; Execute the aggregation procedure to aggregate each.

According to the present invention, it is possible to more appropriately measure the advertising effect of direct mail by physical transportation means.

2 is a block diagram illustrating a functional configuration of a management apparatus according to the first embodiment. FIG. FIG. 2 is a diagram illustrating a hardware configuration of a management device according to the first embodiment. It is a figure for demonstrating the content recorded on a memory | storage device. It is a figure which shows the data content recorded on a user list. 3 is a flowchart of a shipping destination determination process according to the first embodiment. It is a figure which shows an example of the total result by a total part. 10 is a flowchart of a shipping destination determination process according to Modification 1;

Hereinafter, embodiments of the present invention will be described with reference to the accompanying drawings.

<Embodiment 1>
The management apparatus according to the present embodiment has a function of managing how a direct mail is sent to a user who can be a customer by a shop (sales shop). Direct mail is a method of delivering a paper medium on which advertisement information is printed directly to customers (users) by physical transportation means such as mail or mail, or a paper medium used for delivery. Say. The management apparatus according to the present embodiment extracts and selects a user to whom direct mail is to be sent from a group of users described in the user list when the shop sends direct mail on which advertisement information is printed to the user. To send a direct mail. Furthermore, it is intended to measure the advertising effect by direct mail by detecting and tabulating subsequent purchase behaviors (website browsing or product purchase) by the user who sent the direct mail.

When distributing advertising information by e-mail, the cost that increases as the number of users to be distributed increases is negligible. For this reason, it is rare that the number of objects to which information is distributed is limited by cost constraints. Therefore, when a user to whom advertisement information is to be distributed is extracted from the user list based on specific conditions, the distribution source shop often distributes the advertisement information to all the extracted users.

On the other hand, when advertising information is distributed to users by direct mail, costs such as printing costs and shipping costs increase as the number of distribution target users increases. For this reason, the distribution source shop may limit the number of distribution destinations from the viewpoint of cost. In such a case, the number of users extracted from the user list based on conditions exceeds the number of destinations limited by the shop. In this case, the shop selects the user as many as the number of destinations from the extracted users and sends out direct mail.

In such a case, among the users in the user list, among users extracted in accordance with the same condition, there are a user who sent a direct mail (shipped user) and a user who is not (unsent user). appear. The management apparatus according to the present embodiment intends to measure the advertising effectiveness of direct mail by sending purchase mails of sent and unshipped users after direct mail is sent and comparing the purchase behaviors of both. It is.

The management device according to the present embodiment sends a direct mail to the user periodically (such as 3 months or 6 months) or irregularly (such as when the shop conducts a campaign) according to the sales policy of the shop. To do. At this time, this management device does not send a direct mail to all the users recorded in the user list, but selects and sends a user to be sent for a predetermined number of shipments based on the inputted conditions. . After the direct mail is sent, the management apparatus, among the users that are entered in the user list and meet the input conditions, the user who sent the direct mail (shipped user) and the user who has not been sent (not yet sent). The advertising effect of direct mail is measured by comparing the subsequent purchase behavior with the sending user).

The management apparatus 100 according to the present embodiment includes each function unit illustrated in FIG. 1 and receives and holds the setting of each data illustrated in FIG. In FIG. 1, an input person S is a person in charge of the shop, and inputs a condition for extracting a person to whom a direct mail is sent from the user list 22 to the reception unit 12 of the management apparatus 100. Further, the user C1 is a user who has already received direct mail from the management apparatus 100. User C2 is an unsent user who has not received direct mail. The number of ships 21 is a numerical value indicating the number of direct mails sent to the user by the shop.

The management apparatus 100 accepts input of the setting unit 11 for setting the number of direct mails to be sent (recorded as the number of ships 21) and the input of an extraction condition for extracting users who are direct mails to be sent by the input person S. Unit 12, an extraction unit 13 that extracts users satisfying the extraction condition from the user list 22, and if the number of extracted users exceeds the number of ships 21, the same number of users as the number of ships 21 is extracted from the extracted users Random selection unit 14, sending unit 15 for sending direct mail to selected user, action taken by sent user C1 and unsent user C2 within a predetermined period after direct mail is sent And a totaling unit 16 for totaling the actions taken by each.

The setting unit 11 sets the number of shipments 21 that is the number of shipments of direct mail. The form for setting the number of shipments 21 is arbitrary, and may be predetermined and recorded as data, or may be input by the input person S who is in charge of the shop each time the shipment is made. For example, the management apparatus 100 may receive the input of a budget amount, automatically calculate the number of direct mails that can be sent based on the input budget amount, and set the calculated number.

The accepting unit 12 accepts an input of an extraction condition for extracting a user from the user list 22 via an interface with the input person S. Here, the extraction condition is a condition for narrowing down users based on user attributes recorded in the user list or data such as history. Examples of the extraction condition include that the user's address is within a specific area, that the age is within a specific range, and that the user has a specific gender. In addition, the extraction condition may be whether the purchase history or browsing history of the user satisfies specific requirements. Further, the input condition may be a combination of a plurality of conditions described so far and taking a logical sum or logical product of them.

The extraction unit 13 extracts users who match the input extraction condition from the users recorded in the user list 22. Specifically, for each user recorded in the user list 22, the extraction unit 13 refers to data indicating the attribute and determines whether or not the user meets the extraction condition. After determining all the users recorded in the user list 22, the extraction unit 13 extracts only users that meet the conditions from the extraction list. In implementation, the user list 22 may be recorded as a database, and each user may have an extraction flag indicating whether or not the extraction condition is met. In this case, the extraction unit 13 individually reads out the user attributes from the user list 22 and turns on the extraction flag if the extraction conditions are met, and turns off if they do not match. The management apparatus 100 can refer to the extracted user by selectively reading out only the user whose extraction flag is recorded as ON from the user list 22 which is a database.

When the number of extracted users exceeds the number of shipments 21, the selection unit 14 randomly selects a user with the number of shipments 21 from the extracted users. Specifically, the selection unit 14 counts the number of extracted users and then compares the counted number with the number 21 of shipments. When the number of extracted users is larger, the selection unit 14 randomly selects the same number of users as the number of ships among the extracted users. In implementation, the user list 22 recorded as a database includes a selection flag indicating whether or not each user is a selected user. The selection unit 14 selects the same number of users as the number of ships 21 from the users whose extraction flag is on among the users recorded in the user list 22 and selects each selected user. Turn on the flag. Further, the selection flag of each user who is not selected this time and the extraction flag is on is turned off. The management apparatus 100 can easily refer to the selected user by selectively reading out only the user whose selection flag is recorded as ON from the user list 22 which is a database.

The sending unit 15 sends a direct mail to the selected user. For each selected user, the sending unit 15 reads the user address that is the direct mail destination, and creates an envelope in which the read address is recorded in the destination field. The sending unit 15 sends a direct mail by enclosing a paper medium on which advertisement information is printed in the created envelope and delivering it to a delivery company. In addition, the shipping unit 15 turns on the shipped flag included in the user list 22 for the user who sent the direct mail.

The totaling unit 16 totals purchase behavior (action) by the user. As a specific form, the tabulation unit 16 has accessed the shop website for each user recorded in the user list 22 within a predetermined period after the direct mail is sent, or Verify whether there is a purchase through the website and record it. Then, among the users recorded in the user list 22, the actions by the user whose shipping flag is on and the actions by the user whose shipping flag is off but the extraction flag is on are totaled.

In addition to this, the management apparatus 100 needs to be in an environment where an action by the user can be detected. Specifically, the management device 100 accesses, for example, a server that manages a website installed on the Internet by a shop, and whether or not a website is accessed by a specific user, If there is an action to purchase a product via a specific link information or a shop website, the contents of the purchase action (date, purchased product, number of products, total purchase amount, etc.) ) And other information. The management apparatus 100 may provide such a server function as a function of its own machine, or may receive information from a server operating as a separate machine.

As shown in FIG. 2, the management apparatus 100 according to the present embodiment includes, as hardware, a CPU (Central Processing Unit) 110, a ROM (Read Only Memory) 111, a RAM (Random Access Memory) 112, a storage device 120, and an operation. A device 130, a display 140, and a network interface 150 are provided and are connected to each other via an internal bus 190.

The CPU 110 controls the entire management device 100 by executing programs stored in the ROM 111, the RAM 112, and the storage device 120. The CPU 110 reads programs to be executed from the ROM 111, the RAM 112, and the storage device 120 as necessary, and stores data on the RAM 112 and the storage device 120 as necessary.

The ROM 111 stores a program that is necessary for the CPU 110 to operate, such as a program that the CPU 110 executes first when the management apparatus 100 is activated.

The RAM 112 functions as a work area when the CPU 110 executes a program. In other words, the RAM 112 records a program being executed by the CPU 110 or temporary data necessary for the CPU 110 to execute the program, and provides the CPU 110 with the request from the CPU 110.

The storage device 120 includes a storage device such as a hard disk drive or a flash memory, and stores data necessary for the management device 100 to operate. In particular, various types of data described later (the number of ships 21, the user list 22, etc.) may be recorded.

The storage device 120 records, for example, a program to be executed by the CPU 110 or data to be referred to when the CPU 110 executes the program, and provides the CPU 110 in response to a request from the CPU 110. Further, the storage device 120 records data output from the CPU 110 in response to a request from the CPU 110.

The operation device 130 includes a keyboard, a mouse, and the like, receives an input operation by the input person S, and transmits it to the CPU 110.

The display 140 includes a liquid crystal display or a cathode ray tube monitor, and displays information necessary for the input person S to operate.

The network interface 150 connects the management apparatus 100 to a network (not shown). When the management apparatus 100 transmits information to other devices via the network or receives information from other devices, the network interface 150 receives information received from the CPU 110 via an internal bus 190 described later via the network. The information transmitted to the other device and received from the other device via the network is transmitted to the CPU 110 via the internal bus 190.

The network interface 150 may connect the management apparatus 100 to the network via a cable, for example, or may connect the management apparatus 100 to the network by wireless communication.

The internal bus 190 relays the exchange of information among the components (CPU 110, ROM 111, RAM 112, storage device 120, operation device 130, display 140, network interface 150, etc.) in the management apparatus 100. For example, when the CPU 110 reads necessary data from the storage device 120, the CPU 110 reads data from the storage device 120 via the internal bus 190.

The management device 100 operates the respective hardware described so far in cooperation with each other to realize the above-described functions (setting unit 11, receiving unit 12, extracting unit 13, selecting unit 14, sending unit 15, It functions as a totaling unit 16). For example, when the input person S inputs the extraction condition via the operation device 130, the CPU 110 detects the extraction condition instructed by the performed operation, thereby realizing the function as the reception unit 12. The same applies to other functional units, which will be described later in detail.

In the storage device 120, as shown in FIG. 3, the set number of shipments 21 and data indicating the user list 22 are recorded. In addition, the storage device 120 records other data such as programs necessary for the management device 100 to operate, but is not clearly shown in FIG. The number of ships 21 is recorded as integer numerical data. The user list 22 is data that is recorded as a database and includes a plurality of user records formed by connecting data for each user. In addition, the storage device 120 records other programs necessary for operating as each functional unit.

The user record 22a recorded in the user list 22 records each data shown in FIG. 4, and is formed by concatenating data for each item relating to one user. That is, the user record 22a has a structure in which data such as a user ID I01, a name I02, an address I03, an attribute I04, an extraction flag I05, a selection flag I06, a shipping destination flag I07, and post-shipping behavior information I08 are connected. The user record 22a records information on the associated user over each item. The user list 22 is formed by accumulating the user records exemplified in the user record 22a over a large number of users.

The user IDI01 is information indicating user identification information associated with the user record 22a, and is information assigned to each user in the user list 22 so as to be unique. The name I02 is information indicating the name of the user. The address I03 is information indicating the address of the user, and is used as destination information when the sending unit 15 sends the direct mail to the user later.

The attribute I04 is information indicating the attribute of the user associated with this record, and is used as information when the extraction unit 13 extracts a user later. The information recorded in the attribute I04 includes the age and sex of the user, the family structure, the field in which the user is interested, the purchase history of purchasing products from the shop in the past, and the like. In the attribute I04, such information is recorded in a composite manner, and the user can be searched based on conditions including the later extraction by the extraction unit 13. In the present embodiment, user attribute information is handled as one data item (attribute I04), but a plurality of data items may be included for each content.

The extraction flag I05 is information indicating whether or not the user associated with this record has been extracted by the extraction unit 13, and data that is on is extracted when it is extracted, and data that is off when it is not extracted. . The selection flag I06 is information indicating whether or not the user associated with this record has been selected by the selection unit 14, and data that is on when it is selected and data that is off when it is not selected is recorded. . The shipping destination flag I07 is information indicating whether or not the direct mail has been sent by the shipping unit 15 to the user associated with this record. It is recorded.

The post-shipment action information I08 is information in which a purchase action (action) performed within a predetermined period after the direct mail is sent by the user associated with this record. For example, after the direct mail is sent out, the management apparatus 100 accesses whether or not the user has accessed the website, and when there is an access, the information is accessed via information (link information, etc.) described in the direct mail. Information indicating whether or not the user has purchased a product and the amount of money purchased is recorded as post-shipment action information I08. In this embodiment, the user action is handled as one data item (post-shipment action information I08), but a plurality of data items may be included for each content.

Referring to and editing the user list 22 described so far, the management apparatus 100 determines a user who sends a direct mail. In determining the user to whom the direct mail is sent, the management apparatus 100 determines the target user by executing the shipping destination determination process shown in FIG. When it is time to ship the direct mail, the management apparatus 100 starts the destination determination process automatically or upon receiving an operation input from a person in charge at the shop or the like.

At the beginning of the shipping destination determination process, the management apparatus 100 accepts input of extraction conditions for extracting users from the user list 22 (step S110). Specifically, the management apparatus 100 receives and records the extraction condition input by the input person S via the operation device 130. Here, the extraction condition mainly refers to information related to the user's attribute (attribute I04) and the user's action history (post-shipment action information I08), but is not limited thereto, and may be information related to the user IDI01 or the name I02. Good. When the input person S inputs an extraction condition such as “the user's age is 25 to 35” via the operation device 130, the management apparatus 100 converts the input extraction condition into data and records it in the storage device 120. To do.

Next, the management apparatus 100 extracts users satisfying the accepted conditions from the user list 22 (step S120). Specifically, the user records are read from the user list 22 one by one, and it is determined whether or not the information recorded in the read user records matches the extraction condition accepted in step S110. In the case, ON is recorded in the extraction flag I05 of the user record. Conversely, if it is determined that they do not match, the management apparatus 100 records OFF in the extraction flag I05 of the user record. This process is performed for all users recorded in the user list 22.

Next, the management apparatus 100 counts the number of extracted users (step S130). The management device 100 refers to the user list 22, counts the number of user records in which “ON” is recorded in the extraction flag I05, and records the count in the storage device 120.

Next, the management apparatus 100 determines whether or not the number of extracted users is greater than the set number of shipments (step S140). Specifically, the management device 100 reads the numerical value recorded in the number of shipments 21 from the storage device 120 and compares it with the number of results (the number of extracted users) counted in step S130.

If it is determined that the number of extracted users is larger than the set number of shipments (step S140: YES), the management apparatus 100 selects a shipping destination randomly from the extracted users (step S150). Specifically, the management apparatus 100 selects the number of user records recorded in the number of ships 21 from among the user records whose ON is recorded in the extraction flag I05 in the user list 22 using random numbers. The management apparatus 100 records “ON” in the selection flag I06 of each selected user record.

Subsequent to step S150, the management apparatus 100 determines the selected user as the shipping destination (step S160). The management apparatus 100 records “ON” in the shipping destination flag I07 of each user record selected in step S150. When step S160 ends, the management apparatus 100 ends the shipping destination determination process.

On the other hand, if it is determined that the number of users extracted in step S140 is not greater than the set number of shipments (step S140: NO), the management apparatus 100 determines the user extracted in step S120 as the shipping destination (step S140: NO). Step S161). The management apparatus 100 records “ON” in the shipping destination flag I07 of each user record extracted in step S130. When step S161 is completed, the management apparatus 100 ends the shipping destination determination process.

By the shipping destination determination process, the management apparatus 100 selects users as many as the number of ships from the users extracted from the user list 22 under certain conditions. Thereafter, the management apparatus 100 sends a direct mail only to the selected user. Even if the user matches the same condition, a difference occurs between a user who sends out direct mail and a user who does not send out mail depending on whether the user is selected by the management apparatus 100 or not. Later, the management device 100 compares subsequent purchase behavior (action) between the user who has been sent the direct mail (shipped user) and the user who has not been sent (unsent user) among the extracted users. It is possible to measure the advertising effect by direct mail more appropriately.

The management apparatus 100 includes a shipping unit 15 as a functional unit. The shipping unit 15 reads information necessary for shipping direct mail, such as the user's address and name, from the user list 22 to the user determined as the shipping destination by the shipping destination determination process, and sends an envelope for shipping. Direct mail is sent out by generating (or a destination label to be attached to an envelope). The function of the shipping unit 15 is that, at a minimum, the user determined as the shipping destination can be discriminated from the user list 22 and a direct mail can be sent, but in addition, for example, a printed matter in which advertisement information is described in an envelope It may be provided with a function such as sealing.

The management apparatus 100 has a function of recording and summing up actions by a user who has already been sent and actions by a user who has not yet been sent within a predetermined period after sending out direct mail. As an example, the management device 100 monitors whether or not the sales website managed by the shop has access by a user recorded in the user list 22. If there is, it may be recorded that access has been made. In this case, when the user recorded in the user list 22 accesses the shop website, the management apparatus 100 displays information indicating that there is an access in the post-shipment action information I08 of the user record corresponding to the user. Record. Thereafter, after the elapse of a predetermined period from the transmission of the direct mail, a user group in which the shipping destination flag I07 is on, and a user group in which the extraction flag I05 is on but the shipping destination flag I07 is off. , Total whether there is a difference in the status of whether or not the access is recorded. Further, the number of accesses may be totaled instead of the presence or absence of access.

The contents collected by the management device 100 are not limited to access to the website, and purchasing behaviors via the website managed by the shop are also possible. As an example, each time a user takes an action to purchase a product via a website managed by the shop, the number of purchase actions, the number of purchased goods, the purchase price, and the like are displayed in the user list 22 post-shipment action information I08. It may be added to.

After the elapse of a predetermined period from the transmission of the direct mail, the management apparatus 100 includes a user group in which the shipping destination flag I07 is on and a user group in which the shipping destination flag I07 is off although the extraction flag I05 is on. Then, by summing up the contents recorded in the post-shipment action information I08, for example, the result of aggregation as shown in FIG. 6 can be presented to the person in charge of the shop such as the input person S. By confirming this, as a shop, it is possible to know how much the sent direct mail has influenced the purchase behavior of the user. For example, in the data shown in FIG. 6, the ratio of shipped users accessing the website is 34.5%, which is superior to the ratio of unsent users accessing the website (12.2%). high. On the other hand, in terms of the number of purchased items per person, for example, the number of purchased items per purchase made by a shipped user is 2.4 items, whereas the number of purchased items per purchase made by an unshipped user is It is 2.2 products and it can be seen that the effect of increasing the number of products was not so high. In this way, by comparing the aggregated data of shipped users with the data of unsent users, it is possible to more appropriately evaluate the effect of the advertisement.

<Modification 1>
As in the management apparatus according to the first embodiment, it is desirable that there is not much difference between the number of shipped users and the number of unsent users when comparing the data of shipped users and the data of unsent users. This is because when there is a large difference in the number of both, a difference occurs in the data accuracy between the two, and the accuracy of the comparison result also deteriorates. Specifically, if the number of shipped users and the number of unsent users are the same, or if the difference between the two is within a predetermined range that is not so large, the same degree of accuracy can be expected for both data. It is possible to compare more appropriately. The management apparatus according to the present modification has a function of assisting the input person S so that a condition can be set so that the difference between the numbers is within a predetermined range.

The management apparatus 100 according to the present modified example is a function that prompts the input person S to change the extraction condition if the ratio between the number of extracted users and the number of ships 21 is not within a predetermined range in the shipping destination determination process. Is provided. As a result, when the ratio between the number of extracted users and the number 21 of dispatches is not within a predetermined range (that is, when there is a large difference between the number of users who have been sent and the number of unsent users), direct mail is sent. This gives the user an opportunity to review the condition settings before sending, and enables direct mail sending under conditions that allow the advertising effect to be measured more appropriately.

In this modification, whether or not there is a large difference between the number of shipped users and the number of unsent users is verified based on “the number of extracted users” and “the set number of ships (shipping number 21)”. . In the present modification, the set number of ships matches the number of shipped users, and the number of extracted users is the sum of the number of shipped users and the number of unsent users. Therefore, “within a predetermined range” refers to a predetermined numerical range including two.

For example, when only the case where the number of shipped users and the number of unsent users are the same is allowed, the predetermined range is set such that the ratio of the number of extracted users to the number of ships 21 is only 2 The In this case, since the number of extracted users is twice as many as the number of ships, half of the extracted users are set as shipping destinations, and the number of shipped users and the number of unsent users are the same.

As another example, in the case of allowing the case where one of the number of shipped users and the number of unsent users is two-thirds of the other, the predetermined range is the number of extracted users and the number of ships 21. Is set to 1.667 to 2.500. When the ratio of the number of extracted users to the number of ships 21 is 1.667 (about 5/3), about 3/5 of the extracted users are set as shipping destinations, and about 5 minutes No direct mail is sent to 2. That is, in this case, the ratio of the number of shipped users and the number of unsent users is 3 to 2, and the number of unsent users is two-thirds of the number of shipped users. If the ratio between the number of extracted users and the number of ships 21 is 2.500 (5/2), the same calculation is performed. In this case, the number of shipped users is 3 of the number of unsent users. Two minutes.

The management apparatus 100 according to the first modification executes a destination determination process shown in FIG. 7 instead of the destination determination process shown in FIG. The conditions for starting the shipping destination determination process are the same as those according to the first embodiment and will not be described. Also, the processing contents in steps S110 to S130 are the same, and the description is omitted.

After counting the number of users extracted in step S130 of the shipping destination determination process, the management apparatus 100 according to the first modification has a ratio between the number of extracted users and the set number of ships within a predetermined range. It is determined whether or not there is (step S141). The predetermined range is a predetermined numerical range including 2 as described above, and is recorded in the storage device 120. The management apparatus 100 calculates the ratio between the number of users counted in step S130 and the number of ships 21 and verifies whether this ratio is within a predetermined range. When it is determined that the ratio between the number of extracted users and the set number of ships is within a predetermined range (step S141: YES), the management apparatus 100 moves the process to step S150, and thereafter, the first embodiment. The process after step S150 of the shipping destination determination process is executed.

When it is determined that the ratio between the number of extracted users and the set number of ships is not within a predetermined range (step S141: NO), the management apparatus 100 requests the input person S to change the extraction condition. (Step S142). Specifically, the management apparatus 100 notifies the input person S that a large difference has occurred in the number of users who are not counted as the number of users to whom direct mail is sent out through the display 140, Encourage the input person S to change the extraction conditions.

After step S142, the management apparatus 100 returns the process to step S110 and accepts an input of an extraction condition for extracting a user from the user list 22 (step S110). Based on the condition input again by the input person S, the management apparatus 100 executes the processes after step S120 again. After that, after it is determined that the ratio between the number of users extracted in step S141 and the set number of shipments is within a predetermined range, the management apparatus 100 sends a direct mail to the extracted users.

As described above, according to the management apparatus 100 according to the present modification, it is possible to set the condition for extracting the user who sends the direct mail to the condition that allows the advertisement effect to be measured more appropriately.

<Modification 2>
In the first embodiment and the first modification described so far, the direct mail sent by the sending unit 15 has no particular feature. However, in order to more appropriately measure the advertising effect of the sent direct mail, the sending unit 15 may add characteristic content (link information) to the direct mail. In the management apparatus 100 according to this modification, when the sending unit 15 sends a direct mail, the sending unit 15 adds and sends link information for accessing a target website related to the product. After that, the totaling unit, among the shipped users, the ratio of the shipped users who accessed the target website via the added link information, and among the unsent users, (whether the added link information is used or not Regardless of the number of non-shipped users who have accessed the target website. In this way, the advertising effect by direct mail is to be measured more specifically.

The management apparatus 100 according to this modification uses link information called a shortened URL (Uniform Resource Locator). The URL is link information indicating a resource position such as a website on the Internet. In general, the URL of a website often has a long character string, which may be inconvenient for a user trying to access the website. Therefore, the shortened URL is to allow the target user to access the target website through a URL (short URL) whose character string is shorter than the original URL of the target website.

The resource location on the Internet presented by the shortened URL is different from the resource location of the target website. When the resource location is notified to the user by the shortened URL, a mechanism for redirecting the user to the original resource location of the target website is set at the resource location on the Internet presented by the shortened URL itself. Therefore, the user is redirected to the resource location of the target website by attempting to access the website with the shortened URL. As a result, the user can access the target website using a shortened character string (abbreviated URL) compared to the character string indicating the URL of the original website.

In the management apparatus 100 according to this modification, the sending unit 15 adds the shortened URL of the target website as link information for accessing the target website related to the product before sending the direct mail. To ship. The form of adding the shortened URL is arbitrary. For example, a character string indicating the shortened URL may be printed outside the envelope of the direct mail, or a paper on which the character string indicating the shortened URL is printed is enclosed in the direct mail. Also good. Furthermore, a character string of an abbreviated URL may be printed on a printed material (in which advertisement information is described) sealed in an envelope as a direct mail. The user who has already sent out can easily access the target website using the character string indicating the shortened URL added to the direct mail.

In addition, the shortened URL added to the direct mail is not limited to the expression in the character string. For example, it may be a shortened URL expressed by a QR code (registered trademark). The QR code (registered trademark) is a matrix type two-dimensional code capable of expressing data including a character string. In recent years, portable terminals that can read data displayed with a QR code (registered trademark) have become very popular, and a user who is a customer of a shop can also use a terminal that can read the QR code (registered trademark). There are many cases holding. For such users, if a shortened URL expressed in QR code (registered trademark) is added to direct mail, the target website can be easily accessed via QR code (registered trademark), Convenient.

In the management apparatus 100 according to the present modification, after the sending unit 15 sends the direct mail, the counting unit 16 counts the number of already-shipped users who have accessed the target website via the added link information. In totaling, the totaling unit 16 counts the number of users who have already reached the target website by being redirected via the added link information (short URL). Later, by dividing the counted number by the number of shipped users, it is possible to calculate the percentage of shipped users who accessed the target website via the added link information. As a result, it is possible to calculate the proportion of users who have reached the target website via the link information among the users who have received direct mail (shipped users).

Furthermore, in the management apparatus 100 according to the present modification, the counting unit 16 determines not only the ratio of users who have accessed the target website via the added link information among the dispatched users but also the target web among the unsent users. Aggregate the percentage of users who visit the site. This is because “the number of users who arrived at the target website after receiving direct mail shipment” indicates that “users who would have accessed the target website without sending direct mail sent direct mail. This is because “the number of accesses to the target website via the link information added in response to the request” is also included. In such a case, the shop was able to provide convenience to the user by sending out direct mail, but the effect of the original advertisement (direct mail to users who would not access the website as it is) It ’s hard to say that they ’ve been sent to the website by shipping.

Assuming such a case, the tabulation unit 16 according to the present modified example is configured so that the proportion of unsent users accessing the target website (that is, even if there is no direct mail) in order to appropriately measure the advertising effect by direct mail. The percentage of users who reach the target website). The totaling unit 16 refers to the user list 22 and extracts a record of a user whose shipping destination flag I07 is turned off even though “ON” is recorded in the extraction flag I05. The totaling unit 16 counts the number of extracted records (the number of unsent users), and among the extracted records, the number of records in which access to the target website is recorded in the post-shipping behavior information I08 (target The number of unsent users who have accessed the website) is counted. After that, the counting unit 16 calculates the ratio of unsent users who have accessed the target website by dividing the number of unsent users who have accessed the target website by the number of unsent users.

Through these processes, the management apparatus 100 compares the ratio of shipped users who have accessed the target website via the added link information with the ratio of unsent users who have accessed the target website. Can measure the effectiveness of direct mail advertising.

When the sending unit 15 gives link information (short URL) to the direct mail, the sending unit 15 generates a short URL including identification information (data recorded in the user IDI01 or the like) indicating the user to whom the direct mail is sent. , May be given. In this way, the management apparatus 100 not only counts the number of redirected items, but also who uses the redirects (that is, via the added link information) to access the target website. Can be tabulated. By doing in this way, even if one dispatched user accesses the target website via the same link information (shortened URL), the possibility of counting repeatedly can be eliminated.

In the above description, the shortened URL is used. However, the link information added by the shipping unit 15 includes a mechanism for accessing the target website through a route different from normal access such as redirection. Any one can be used.

Note that even a non-shipping user may access the target website via a shortened URL. This is because, for example, a non-shipped user and a shipped user may be acquaintances or family members, so that the unshipped user may view a direct mail delivered to the shipped user. In such a case, an unsent user who has accessed the target website is not necessarily “a user who has reached the target website without direct mail”.

With this case in mind, the counting unit 16 counts out the users who have accessed through the link information added to the direct mail from the unsent users who have accessed the target website described above. There may be. Specifically, the counting unit 16 counts the number of unsent users (number of unsent users to be excluded) that have accessed the target website via the link information (short URL) added to the direct mail. Next, when calculating the ratio of unshipped users who have accessed the target website among the unshipped users, the counting unit 16 also calculates “unshipped users from the number of unshipped users who have accessed the target website”. The number of unsent users to be excluded is also subtracted from “Number”. Then, by calculating the percentage of unsent users who have accessed the target website, the counting unit 16 eliminates the influence of the users who viewed the direct mail from the counting result even though the direct mail has not been sent. . By doing in this way, the management apparatus 100 can measure an advertising effect more appropriately.

<Modification 3>
The management device according to the present invention measures the advertising effect by direct mail by counting and comparing actions by a user who has already been sent and actions taken by a user who has not been sent. In particular, it is possible to aggregate the actions by the user for each product and measure the advertising effect on a specific product. The management device 100 according to the present modification has a function of counting the purchase action for the product by the shipped user and the purchase action for the product by the non-shipped user for the product with the advertisement information added to the direct mail. By comparing purchase actions by both, the advertising effect by direct mail is measured and used.

In the management apparatus 100 according to this modification, the sending unit 15 adds an advertisement for a specific product to the direct mail when sending the direct mail. At this time, the sending unit 15 records, in the storage device 120, product identification information (such as a JAN (Japanese Article Number) code) for identifying the product described in the added advertisement in a form that can be referred to later. .

When a predetermined period elapses after the direct mail is sent, the counting unit 16 counts the purchase action for the product by the shipped user and the purchase action for the product by the non-shipped user. Specifically, the aggregation unit 16 reads out the product identification information recorded in the storage device 120 and then reads out the product identification read out from the post-shipment behavior information I08 in each user record recorded in the user list 22. The purchase behavior for the product corresponding to the information (whether or not the product has been purchased, how many the product has been purchased, what is the total purchase amount, etc.) is read out. The tabulation unit 16 tabulates the purchase behavior recorded in each read user record, and in the group of shipped users, (a1) the proportion of users who purchased the product among all shipped users (b1) Total number of purchases of the product by the shipped user (c1) The total purchase price of the product by the shipped user is calculated. Further, the aggregation unit 16 performs the same calculation for the group of unsent users, (a2) the proportion of users who purchased the product among all unsent users (b2) the total number of purchases of the product by unsent users (C2) The total purchase amount of the product by the undelivered user is calculated.

The embodiments and modifications described so far can be used in combination, and the way of combination is also arbitrary. For example, as described in the first modification, the function for prompting the input person S to change the extraction condition and the link information added to the direct mail described in the second modification and via the added link information It is also possible to realize a management device having a function of totaling access to the target website. In addition, it is possible to realize a management apparatus that arbitrarily combines the functions described in the first embodiment and the first to third modifications.

Further, the management apparatus according to the embodiment of the present invention is not limited to one realized by a single device. A plurality of computers may share the functions of the above-described units, thereby providing each function as one system including the plurality of computers.

The management apparatus according to the embodiment of the present invention can be realized by using a normal computer system without using a dedicated system. For example, a non-transitory computer such as a flexible disk, CD-ROM (Compact Disk-Read Only Memory), DVD (Digital Versatile Disk), MO (Magnet Optical Disk), etc. A management apparatus that executes the above-described processing may be configured by storing and distributing the program in a readable storage medium and installing it in a computer system. Furthermore, the program may be stored in a disk device or the like included in a server device on the Internet, and may be downloaded onto a computer by being superimposed on a carrier wave, for example.

Further, the above-described embodiment is for explaining the present invention, and does not limit the scope of the present invention. That is, the scope of the present invention is shown not by the embodiments but by the claims. Various modifications within the scope of the claims and within the scope of the equivalent invention are considered to be within the scope of the present invention.

S: input person C1: shipped user C2: unsent user 11: setting unit 12: receiving unit 13: extracting unit 14: selecting unit 15: sending unit 16: counting unit 21: number of ships 22: user list 100: management device 110: CPU
111: ROM
112: RAM
120: Storage device 130: Operation device 140: Display 150: Network interface 190: Internal bus

Claims

Setting section for setting the number of direct mails to be sent,
An accepting unit that accepts an input of an extraction condition for extracting a user who is a sending target of the direct mail by an input person;
An extraction unit for extracting a user who satisfies the accepted extraction condition;
A selection unit that randomly selects a user with the set number of ships from the extracted user when the number of extracted users exceeds the set number of ships.
A shipping unit for sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; A management device with a totaling unit that counts each.
The reception unit urges the input person to change the extraction condition when a ratio between the number of extracted users and the set number of dispatches is not included in a predetermined range;
The management apparatus according to claim 1.
The shipping unit sends the direct mail with link information for accessing a target website related to the product,
The counting unit includes a ratio of the shipped users who have accessed the target website via the link information among the shipped users, and the unshipped users who have accessed the target website among the unsent users. Total the percentage of users,
The management apparatus according to claim 1, wherein the management apparatus is a management apparatus.
The counting unit excludes unsent users accessed via the link information added to the direct mail when totaling the ratio of the unsent users who accessed the target website among the unsent users. And then sum up
The management apparatus according to claim 3.
The shipping section ships the direct mail with the product advertisement added thereto,
The tabulation unit tabulates a purchase action for the product by the shipped user and a purchase action for the product by the unshipped user.
The management apparatus according to claim 1, wherein the management apparatus is a management apparatus.
The counting unit is
(A) the proportion of users who purchased the product among the shipped users, and the proportion of users who purchased the product among the unshipped users, or
(B) the total number of purchases of the product by the shipped user, and the total number of purchases of the product by the unshipped user, or
(C) the total purchase price of the product by the shipped user, the total purchase price of the product by the unshipped user,
Any of the
The management apparatus according to claim 5.
Setup steps to set the number of direct mails sent,
An accepting step for accepting an input of an extraction condition for extracting a user who is a target of sending the direct mail by an input person;
An extraction step of extracting users that satisfy the accepted extraction conditions;
A selection step of randomly selecting a user with the set number of ships from the extracted users when the number of extracted users exceeds the set number of ships;
A sending step of sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; A management method that includes a totaling step for totalizing each.
On the computer,
Setting procedure to set the number of direct mails sent,
An acceptance procedure for accepting an input of an extraction condition for extracting a user to whom the direct mail is to be dispatched by an input person;
An extraction procedure for extracting users satisfying the accepted extraction conditions;
A selection procedure for randomly selecting a user with the set number of ships from the extracted user when the number of extracted users exceeds the set number of ships;
A delivery procedure for sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; A non-temporary recording medium that records a program that executes a totaling procedure to count each.
On the computer,
Setting procedure to set the number of direct mails sent,
An acceptance procedure for accepting an input of an extraction condition for extracting a user to be sent out by the direct mail by an input person;
An extraction procedure for extracting users satisfying the accepted extraction conditions;
A selection procedure for randomly selecting a user with the set number of ships from the extracted user when the number of extracted users exceeds the set number of ships;
A delivery procedure for sending the direct mail to the selected user;
Within a predetermined period after the direct mail has been dispatched, the action performed by the selected dispatched user, and the action performed by an unsent user other than the selected user among the extracted users; A program that executes a totaling procedure that counts each.