WO2017090094A1 - Dispositif de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations - Google Patents

Dispositif de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations Download PDF

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Publication number
WO2017090094A1
WO2017090094A1 PCT/JP2015/082950 JP2015082950W WO2017090094A1 WO 2017090094 A1 WO2017090094 A1 WO 2017090094A1 JP 2015082950 W JP2015082950 W JP 2015082950W WO 2017090094 A1 WO2017090094 A1 WO 2017090094A1
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WIPO (PCT)
Prior art keywords
product
item
seller
value
user
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PCT/JP2015/082950
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English (en)
Japanese (ja)
Inventor
高橋　勲
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楽天株式会社
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Application filed by 楽天株式会社 filed Critical 楽天株式会社
Priority to PCT/JP2015/082950 priority Critical patent/WO2017090094A1/fr
Priority to JP2016563143A priority patent/JP6101410B1/ja
Publication of WO2017090094A1 publication Critical patent/WO2017090094A1/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

  • Patent Document 1 a phrase having a higher concept of a feature word of a page information subject to browsing request is determined as a personality of the browsing request source of the page information, and advertisement information corresponding to the personality is displayed as page information of the browsing request target.
  • Patent Document 2 discloses a technology for displaying a banner on a blog site with information on products registered in the watch list by the user who is browsing a blog site different from the auction site. Has been.
  • the invention described in claim 1 includes a storage unit that stores reference information of a product registered as a user's reference target and user identification information of the user in association with each user.
  • the item value of the predetermined item of the product is compared with the item value of the predetermined item of the second product indicated in the second reference information, and the item value in which the second product is superior to the first product
  • the first product is specified Characterized in that it comprises a product determination means for determining as a seller of Promotional, the.
  • the commodity determination means is configured to determine an item value of a predetermined item of the first commodity based on a user's operation history for the first commodity. And obtaining an item value of a predetermined item of the second product based on a user's operation history for the second product, comparing the acquired item values, and When the item value is superior to that of the first product, the first product is determined as a promotion target of the specific seller.
  • the predetermined item is an attribute item of the first product and the second product
  • the product determination unit includes: When the attribute value of the attribute item of the first product is compared with the attribute value of the attribute item of the second product, and the second product has an attribute value superior to the first product, The first product is determined as a promotion target of the specific seller.
  • the product determination means includes the attribute value of the attribute item of the first product and the second value among a plurality of types of attribute items. An attribute item whose difference between the attribute value of the attribute item of the product is equal to or less than a threshold is specified, the attribute value of the specified attribute item is compared, and the second product is an attribute superior to the first product If it has a value, the first product is determined as a promotion target of the specific seller.
  • sellers that provide products with low competitiveness can be targeted for promotion.
  • the seller specifying means aggregates the respective item values acquired for each seller for each product category, and as a plurality of sellers as a whole. Calculating the overall item value for each product category, and identifying the seller who provides the product corresponding to the item value that is relatively small in the overall item value of the specific product category It is characterized by.
  • a seller who offers a product with low competitiveness can be targeted for promotion only in a specific product category.
  • a seller who offers a product with low competitiveness can be targeted for promotion only in a specific product category.
  • a browsing time or a browsing count specified by a browsing history of a product browsed by a user's browsing operation is predetermined. It further comprises registration means for registering a product that satisfies the browsing condition as a reference target of the user corresponding to the browsing history.
  • a ninth aspect of the present invention is the information processing apparatus according to any one of the first to eighth aspects, wherein the first commodity determined as a promotion target by the commodity determining means is promoted to a user. It further comprises display data generating means for generating display data.
  • the display data generating means includes a plurality of types of attribute items of the first product determined as a promotion target by the product determining means. Among them, an attribute item superior to the second product is specified, and the display data in which the attribute value of the specified attribute item is set to be identifiable as an appeal point is generated.
  • the invention according to claim 11 is the information processing apparatus according to claim 9, wherein any one of the attribute values of the plurality of types of attribute items of the first product determined as the promotion target by the product determining unit is selected. Attribute value changing means for changing the attribute value of the attribute item, and the display data generating means generates the display data in which the attribute value changed by the attribute value changing means is set to be identifiable as an appeal point It is characterized by that.
  • the purchase expectation value of each of the plurality of first products determined as a promotion target by the product determining means is calculated based on the first purchase value.
  • Purchase expectation value determination means for determining based on the browsing history or sales performance of each of the products, wherein the display data generation means is the first product with a large purchase expectation value determined by the purchase expectation value determination means. The display data in which the degree of exposure in a specific display area is set higher is generated.
  • the computer stores the reference information of the commodity registered as the user's reference target and the user identification information of the user in association with each user, and stores the same user's reference information.
  • a plurality of the reference information associated with the user identification information, the first reference information of the first product provided by a specific seller, and a product provided by a seller different from the specific seller The reference information acquisition means for acquiring the first product and the second reference information of the second product to be compared, and the predetermined item of the first product indicated by the first reference information
  • the item value of the second product is compared with the item value of the second product indicated in the second reference information.
  • the first item of the specific seller Characterized in that to function as a product determination means for determining as a b-motion subject.
  • (B) is a figure which shows the example of a display of the advertisement information displayed on the web page based on the display data for advertisement in which the attribute value of the attribute item superior to a comparison target product was set as an appeal point.
  • (A) is a figure which shows the example of a display of the advertisement information displayed on the web page based on the display data for advertisement in which the attribute value of the attribute item inferior to the comparison target product is changed and set.
  • (B) is a figure which shows the example of a display of the advertisement information displayed on the web page based on the display data for advertisement set so that the exposure degree is higher for the PM target product having a larger purchase expectation value.
  • the seller SHm is a provider who sells products through the information providing system S.
  • a store including various facilities managed by an individual, a corporation, or an organization will be described as an example of the seller SHm.
  • the product in the present embodiment is an item to be traded. Examples of such product categories (product categories) include home appliances (eg, television, audio, personal computer, camera, etc.), food, fashion, interior, books, miscellaneous goods, cars, digital content, tickets, etc. It is not limited.
  • the control unit includes a CPU (Central Processing Unit), a ROM (Read Only Memory), a RAM (Random Access Memory), and the like, and executes an application program, a Web browser program, and the like on the OS.
  • the seller terminal STm and the user terminal UTn include, for example, a personal computer (PC), a mobile phone, a personal digital assistant (PDA), a mobile terminal (Smartphone) that combines a mobile phone and a mobile information terminal. Or a portable game machine etc. are applicable.
  • the seller terminal STm and the user terminal UTn access the information providing server SA via the communication unit and the network NW, respectively, and can communicate with the information providing server SA.
  • Each of the seller terminal STm and the user terminal UTn displays, for example, a web page transmitted from the information providing server SA in response to a request to the information providing server SA, for example, in a web browser window.
  • the seller information database 21 is a database for storing information on the seller SHm who has become a member of the information providing system S.
  • the seller ID, password, seller name, and seller product information of the seller SHm are stored in association with each seller SHm.
  • the seller ID is unique identification information for each seller SHm.
  • the seller ID and password are authentication information necessary for the seller SHm to log in to the system.
  • the seller product information includes, for example, a product ID of a product that can be sold by the seller SHm, a common product code of the product, a name of the product, attribute information of the product (for example, sales price, specification, etc.), and an inventory of the product.
  • the common product code is a code unique to each product (for example, a product type, or a unique product number according to the model), and is a code common to a plurality of sellers SHm (a code that can be used across sellers). It is. For example, in the case where a store sells products (for example, home appliances) produced by a certain manufacturer (that is, the case where the producer and seller of the product are not the same entity), the product specifications and manufacturer price (list price) The same common product code is assigned to the same product. In addition, in a case where the store sells a product (for example, an accommodation plan) generated by a store such as an accommodation facility (that is, a case where the product creator and the seller are the same entity), the product May not be given a common product code.
  • a product for example, an accommodation plan
  • a store such as an accommodation facility
  • the product attribute information is divided into a plurality of types of attribute items (an example of a predetermined item), and includes attribute values (an example of an item value) of each attribute item.
  • the type of attribute item may differ depending on the product category.
  • attribute values are set for each attribute item such as sales price, number of pixels, zoom magnification, size, and mass.
  • the number of pixels, zoom magnification, dimensions, and mass are product specifications.
  • an attribute value is set for each attribute item such as sales price, meal, bath, and option.
  • examples of options that are attribute items include all-you-can-drink of specific drinks, all-you-can-eat of specific foods (for example, crabs), massage, and the like, and these attribute values are present (1) or absent (0 ).
  • the seller product information is stored in response to a storage request from the seller terminal STm that has accessed the information providing server SA, for example.
  • the inventory amount of merchandise included in the seller merchandise information and the sales record of the merchandise are updated, for example, every time a merchandise transaction is established (that is, sale of the merchandise is completed) or at predetermined time intervals.
  • the seller information database 21 stores seller product information of a plurality of types of products.
  • the user information database 22 is a database for storing information on the user Un who has become a member of the information providing system S.
  • the user information database 22 includes, for example, the user ID, password, gender, age, e-mail address, bookmark list, shopping cart list, search history, browsing history, purchase history, etc. of the user Un who became a member for each user Un. Are stored in association with each other.
  • the search history, the browsing history, and the purchase history are examples of the operation history (action history) of the user Un for the product.
  • the operation history of the user Un may be stored in a history information database provided separately from the user information database 22 in association with the user ID for each user Un.
  • the user ID is user identification information unique to each user Un.
  • the user ID and password are authentication information necessary for the user Un to log in to the system.
  • the bookmark list is a list for registering products designated by the bookmark registration operation of the user Un (sometimes referred to as a favorite list).
  • the product specified by the user Un bookmark registration operation can be said to be a product to be referred to later as a product that the user Un is interested in. That is, a product registered in the bookmark list (hereinafter referred to as “bookmark registration”) is a product registered as a reference target.
  • bookmark registration for example, the bookmark registration time, the product ID of the product specified by the bookmark registration operation, the common product code of the product, the seller ID and seller name of the seller SHm who sells the product, the product category to which the product belongs , The name of the product, and information such as attribute information of the product are included in association with each other.
  • the bookmark registration time is, for example, the time when a bookmark registration request (including the product ID of the product) specified by the bookmark registration operation is received by the information providing server SA, or the bookmark registration request is made. It is the time when the product is registered in the bookmark list.
  • the bookmark registration time may be expressed as day + time, may be expressed as month / day + time, or may be expressed as year / month / day + time (shopping cart registration time, search time, which will be described later, The same applies to browsing time and purchase time).
  • a bookmark registration button provided on a screen for displaying product information (for example, a web page or an application screen) is designated (for example, clicked with a mouse, tapped with a finger). Applicable.
  • the shopping cart list is a list for registering products specified by the user Un shopping cart registration operation (sometimes referred to as a shopping cart list).
  • the product specified by the user Un shopping cart registration operation can be said to be a product to be referred to later as a product that the user Un intends to purchase or a product that is considering purchase. That is, a product registered in the shopping cart list (hereinafter referred to as “shopping cart registration”) can be said to be a product registered as a reference target.
  • the shopping cart list includes, for example, the shopping cart registration time, the product ID of the product specified by the shopping cart registration operation, the common product code of the product, the seller ID and seller name of the seller SHm who sells the product, and the product.
  • the shopping cart registration time is, for example, the time when a shopping cart registration request (including the product ID of the product) specified by the shopping cart registration operation is received by the information providing server SA, or the shopping cart. This is the time when the requested product is registered in the shopping cart list.
  • the shopping cart registration operation corresponds to, for example, designating a shopping cart registration button provided on a screen for displaying product information.
  • shopping cart registration means that product information is stored in a memory area that stores a shopping cart list. Further, the shopping cart registration can be canceled by the user Un shopping cart registration canceling operation.
  • the shopping cart registration cancellation operation corresponds to, for example, designating a product deletion button provided on a screen for displaying information on products registered in the shopping cart. For example, when a shopping cart registration cancellation request for a product designated by a shopping cart registration cancellation operation is received by the information providing server SA, information on the product for which the shopping cart registration is to be canceled is deleted from the shopping cart list.
  • the search history includes a search time, a search query, a session ID, a search result, and the like in association with each other.
  • the search time is, for example, the time when the search request including the search query is received by the information providing server SA or the time when the search is executed by the information providing server SA.
  • the search query is a product narrowing condition, and is composed of search terms (for example, one or more parts of speech).
  • the search term is specified by the search operation of the user Un. For the search operation, for example, after the search word is input in the search word input field provided on the screen for searching for products (or after the search word is selected from the list of product categories), the search button is clicked. It is applicable to specify.
  • the session ID is an identification code unique to each session.
  • One session is, for example, from when the web browser of the user terminal UTn is accessed to the information providing server SA until the web browser is closed (or until the application is terminated).
  • the search results include the product ID of the product hit by the search based on the search query, the common product code of the product, the name of the seller SHm selling the product, the product category to which the product belongs, the name of the product, and the Information such as product attribute information is associated and included.
  • the product hit by the search based on the search query is a product satisfying the search query (for example, “camera & compact”) (where “&” is usually designated by a space (blank)).
  • Such a search history is comprised from the record distinguished for every search request containing the search query from user terminal UTn, for example.
  • the number of searches for each product ID is calculated by counting the number of records for each product ID.
  • the search result includes information (NULL) indicating that the product has not been hit.
  • the browsing history includes a browsing time, a session ID, a browsing time (length), a merchandise ID of a merchandise browsed by a browsing operation of the user Un, a common merchandise code of the merchandise, a seller ID of the seller SHm who sells the merchandise.
  • a seller name, a product category to which the product belongs, a name of the product, attribute information of the product, and the like are associated with each other.
  • the browsing time is, for example, the time when the browsing request for the detailed information on the product designated by the browsing operation (including the product ID of the product) is received by the information providing server SA, or the product requested to be viewed.
  • the detailed information is transmitted from the information providing server SA to the user terminal UTn.
  • the browsing time is, for example, a display end time from a display start time of the product (the above browsing time), and is an example of a total item.
  • the display end time is, for example, the time when screen transition (for example, page transition) is performed, or the time when screen display ends.
  • Such browsing history is composed of, for example, records that are distinguished for each browsing request from the user terminal UTn. By counting the number of records for each product ID, the number of browsing times (an example of a total item) for each product ID is calculated.
  • the number of browsing for each product ID may be calculated by counting the number of records including the browsing time of a threshold value (for example, 10 seconds) or more for each product ID.
  • the browsing history may include the type of product link that is the target of the browsing operation.
  • the type of the product link is any of the product link set in the name of the product or the product image on the screen (for example, search result display page) for displaying the search result, and the product link set in the banner advertisement area. Show either one.
  • the product link set in the banner advertisement area is indicated as the type of product link, an ID for identifying the banner advertisement is included in the browsing history.
  • the number of records including the browsing history showing the product link set in the banner advertisement area is counted for each product ID, so that the specified number for each product ID (the number of clicks and the number of taps applies) Is calculated.
  • the designation rate is calculated by dividing the designated number for each product ID by the number of times the product link is set in the banner advertisement area.
  • the designated number and the designated rate (an example of a total item) can be used for measuring the advertising effectiveness.
  • the purchase history includes a purchase time, a session ID, a purchase price, a product ID of the purchased product, a common product code of the product, a seller ID and a seller name of the seller SHm who sells the product, a product category to which the product belongs, Information such as the name of the product and attribute information of the product is included in association with each other.
  • the purchase time is, for example, the time when the purchase request (including the product ID of the product) designated by the purchase operation is received by the information providing server SA, or the settlement processing of the product requested for purchase. Is the time when is completed.
  • the purchase operation corresponds to, for example, designating a purchase button provided on a screen (for example, a purchase procedure page) that displays information on products registered in the shopping cart list.
  • the merchandise information database (item database) 23 is a database that stores information on merchandise exhibited as a transaction object from the seller SHm among the merchandise indicated in the merchandise merchandise information stored in the merchant information database 21.
  • the product information database 23 includes, for example, a product ID of a product listed as a transaction target from the seller SHm, a common product code of the product, a product category to which the product belongs, a name of the product, attribute information of the product, the product
  • the inventory amount (the inventory amount of the product in the seller SHm that has been exhibited), the seller ID of the seller SHm, the seller name, and the like are stored in association with each product.
  • the reference information database 24 is a database that stores reference information of products registered as reference targets for the user Un.
  • FIG. 3A is a diagram illustrating an example of the contents of the reference information database 24.
  • the reference information of the product registered as the reference target of the user Un the reference information of the product registered as the reference target of the user Un
  • the registration time of the product the registration time of the product
  • the user ID of the user Un are stored for each user Un. Are stored in association with each other.
  • the reference information includes, for example, a product ID of a product registered in at least one of a bookmark list and a shopping cart list, a common product code of the product, a seller ID and a seller name of the seller SHm who sells the product, and the product Information such as the product category to which the product belongs, the name of the product, the attribute information of the product, and the inventory amount of the product are associated with each other.
  • the common product code of the product, the seller ID and seller name of the seller SHm who sells the product, the product category to which the product belongs, the name of the product, the attribute information of the product, and the inventory amount of the product are Since the product ID can be obtained from the product information database 23 or the like as a key, the reference information may include only the product ID.
  • the product registration time is the time when the product is registered in the bookmark list or shopping cart list.
  • the reference information of the product and the registration time of the product are stored in the reference information database 24 every time the product is registered in the bookmark list or the shopping cart list, for example, and every time the product is deregistered from the bookmark list or the shopping cart list. Are deleted from the reference information database 24.
  • the contents of the bookmark list and the shopping cart list may be confirmed for each user ID at predetermined time intervals (for example, 12 hours), and the confirmation results may be reflected in the reference information database 24.
  • the browsing time or the number of browsing specified by the browsing history of the product browsed by the browsing operation of the user Un is a predetermined browsing.
  • a product that satisfies the conditions is registered (automatically registered) as a reference target of the user Un corresponding to the browsing history.
  • the reference information of the automatically registered product, the registration time of the product, and the user ID of the user Un are stored in the reference information database 24.
  • the tabulation information database 25 is a database that stores tabulation information based on the operation history of the user Un for the products registered as the user Un reference target.
  • the total information includes search information, browsing information, designation information, and conversion information.
  • FIG. 3B is a diagram illustrating an example of the contents of the total information database 25.
  • search information, browsing information, designation information, conversion information, the product ID of the product, and the seller ID of the seller SHm that sells the product are stored for each product. Are stored in association with each other.
  • the search information includes the number of times the product is searched for. The number of searches is calculated by aggregating the number of searches specified from the search histories of a plurality of users Un.
  • the browsing information includes the number of times the product is browsed and the browsing time.
  • the number of times of browsing is calculated by summing up the number of times of browsing specified from the browsing histories of a plurality of users Un.
  • the browse time is calculated by totaling the browse times specified from the browsing histories of a plurality of users Un.
  • the designation information includes a designated number (CT) and a designated rate (CTR) in which a product link set in the banner advertisement area is designated.
  • the designated number is calculated by summing the designated number specified from the browsing histories of a plurality of users Un.
  • the system control unit 4 as a computer includes a CPU 41 (processor), a ROM 42, a RAM 43 (an example of a storage unit), and the like, and executes a server program and the like on the OS.
  • FIG. 2B is a diagram illustrating an example of functional blocks in the system control unit 4. As shown in FIG. 2B, the system control unit 4 (processor in the system control unit 4) executes a server program and the like, as shown in FIG. 2B, a seller specifying unit 41a, a reference target product specifying unit 41b, and a comparison target product specifying unit 41c.
  • the seller specifying unit 41a For each seller SHm that sells a product registered as a reference target for the user Un (hereinafter referred to as “reference target product”), the seller specifying unit 41a refers to the reference based on the operation history of the user Un for the reference target product.
  • the item value of the total item (an example of a predetermined item) of the target product is acquired.
  • examples of the total items include the number of times of browsing, the time of browsing, the number of specified, the specified rate, the number of conversions, the conversion rate, and the like. Which tabulation item is used can be arbitrarily set.
  • the seller specifying unit 41a acquires the item value of the aggregation item set by the system administrator or the like from the aggregation information database 25 for each seller SHm (that is, seller ID). For example, when the total number is the designated number, “90”, “70”, “140”, “80”, “95” are respectively acquired in the example of FIG.
  • the item value of the total item of the plurality of reference target products is stored in the total information database 25 in association with one seller ID, for example, the average value of the item values of the total item of the plurality of reference target products (It may be a standard deviation value or a median value) is acquired as the item value of the aggregate item.
  • the reference target product specifying unit 41b specifies the reference target product (first product) sold by the PM target seller SHm specified by the seller specifying unit 41a.
  • the reference target product first product sold by the PM target seller SHm specified by the seller specifying unit 41a.
  • an item value of a predetermined tabulation item (for example, a tabulation item used at the time of specification for the PM target seller SHm) is an entire item value ( A plurality of reference target products below the average value, standard deviation value, or median value of item values may be specified.
  • the comparison target product specifying unit 41c is a reference target product sold by a seller SHm that is different from the PM target seller SHm specified by the seller specifying unit 41a, and the reference specified by the reference target product specifying unit 41b.
  • the target product and the reference target product to be compared (second product, hereinafter referred to as “comparison target product”) are specified.
  • the product ID of the reference target product specified by the reference target product specifying unit 41b and the product ID of the comparison target product need to be associated with the same user ID in the reference information database 24. That is, the reference target product and the comparison target product are products registered as reference targets by the same user U1.
  • the comparison target product corresponds to a related product related to the reference target product specified by the reference target product specifying unit 41b.
  • the reference information acquisition unit 41d is a plurality of pieces of reference information associated with the user ID of the same user Un, and the reference information of the reference target product identified by the reference target product specification unit 41b (first Reference information) and reference information (second reference information) of the comparison target product specified by the comparison target product specifying unit 41c are acquired from the reference information database 24. That is, each reference information in the combination of the reference target product and the comparison target product specified by the reference target product specifying unit 41b is acquired for each user Un (user ID).
  • the PM target product determination unit 41e is an item of a predetermined item (for example, an attribute item or a total item) of the reference target product indicated in the reference information (first reference information) acquired by the reference information acquisition unit 41d.
  • the value and the item value of a predetermined item (for example, an attribute item or a total item) of the comparison target product indicated in the reference information (second reference information) acquired by the reference information acquisition unit 41d are set as the user Un (user Comparison is made for each combination specified for each (ID).
  • the predetermined item is arbitrarily set by a system administrator or the like, for example.
  • the PM target product determination unit 41e determines the number of times searched, the number of times browsed, the time browsed, the number specified, the number specified, and the product ID of the reference target product At least one item value among the rate, the number of conversions, and the conversion rate is acquired from the total information database 25 as the item value to be compared.
  • These item values are item values acquired based on the operation history of the user Un for the reference target product.
  • the PM target product determination unit 41e may, for each user ID associated with the acquired reference information, search count, browse count, browse time associated with the product ID of the reference target product indicated in the reference information.
  • At least one item value of the specified number and the specified rate may be acquired from the user information database 22 as a comparison target item value (calculated and acquired as appropriate).
  • the PM target product determination unit 41e includes the number of times searched, the number of times browsed, the time browsed, the number specified, the rate specified, the conversion rate, and the conversion rate associated with the product ID of the comparison target product.
  • At least one item value (the item value corresponding to the comparison target item value of the reference target product) is acquired from the total information database 25. These item values are item values acquired based on the operation history of the user Un for the comparison target product.
  • the PM target product determination unit 41e may, for each user ID associated with the acquired reference information, search count, browse count, browse time associated with the product ID of the comparison target product indicated in the reference information. , Acquire at least one item value (item value corresponding to the item value to be compared with the reference target product) from the user information database 22 (calculated and acquired as appropriate) Also good. Then, the PM target product determination unit 41e compares the acquired item values, and if the comparison target product has an item value superior to the reference target product, the PM target seller SHm Decided for promotion. Thereby, goods with low competitiveness can be made into a promotion object about the total item totaled based on operation history of user Un to the reference object goods sold by PM object seller SHm.
  • whether or not there is a superior item value depends on the type of summary item. For example, when the total item is the number of searches, it is determined that a product with a larger number of searches (that is, a value indicated by the number of searches) has a superior item value (number of searches associated with the user ID) The same is true for. When the total item is the number of times of browsing, it is determined that a product with a large number of times of browsing (that is, a value indicated by the number of times of browsing) has a superior item value (in the case of the number of times of browsing associated with the user ID) The same).
  • the total item is a browse time
  • it is determined that a product with a long browse time has a superior item value the same applies to the browse time associated with the user ID.
  • the total item is the designated number
  • it is determined that the product with the larger designated number has a superior item value the same applies to the designated number associated with the user ID.
  • the total item is a specified rate
  • it is determined that a product with a higher specified rate has a superior item value (the same applies to a specified rate associated with a user ID).
  • the total item is the number of conversions
  • the total item is a conversion rate
  • the conversion rate (see FIG. 3B) of the reference target product of the product ID “Item001” Item associated with the user ID “U0001” and the user ID “U0001” are associated.
  • the conversion rate of the comparison target product with the product ID “Item003” is compared, the conversion rate 71% of the comparison target product is higher than the conversion rate 44% of the reference target product.
  • the reference target product is determined as a promotion target for the user U1 having the user ID “U0001”.
  • the PM target product determination unit 41e sets at least one attribute value among the sales price and the mass associated with the product ID of the reference target product.
  • the attribute value to be compared is acquired from the product information database 23 or the reference information database 24.
  • the PM target product determination unit 41e corresponds to at least one attribute value (corresponding to the comparison target attribute value of the reference target product described above) among the sales price and the mass associated with the product ID of the comparison target product. Attribute value to be acquired) from the product information database 23 or the reference information database 24. Then, the PM target product determination unit 41e compares the acquired attribute values.
  • the PM target product determination unit 41e selects the reference target product as the PM target seller SHm. Decided for promotion. Thereby, a product with low competitiveness can be made into a promotion object about the predetermined attribute item of the reference object goods sold by PM object seller SHm.
  • whether there is a dominant attribute value depends on the type of attribute item. For example, when the attribute item is a selling price, it is determined that a product with a lower selling price (that is, a value indicated by the selling price) has a superior item value. When the attribute item is mass, it is determined that a product having a smaller (lighter) mass (that is, a value indicated by mass) has a superior item value. For example, in FIG. 3A, the sales price of the reference target product with the product ID “Item001” ⁇ ⁇ ⁇ ⁇ associated with the user ID “U0001” and the product ID “Item003” associated with the user ID “U0001” are compared.
  • the attribute item used by the PM target product determination unit 41e may be an attribute item emphasized by the user Un.
  • the PM target product determination unit 41e specifies the attribute value of the attribute item of the reference target product specified by the reference target product specification unit 41b among the plurality of types of attribute items and the comparison target product specification unit 41c.
  • the attribute item whose difference from the attribute value of the attribute item of the compared product to be compared is equal to or smaller than the threshold value is specified as the attribute item emphasized by the user Un.
  • the threshold varies depending on the attribute item. For example, in the case of the sales price, for example, the threshold value is set to about 5% to 10% of the value indicated by the sales price.
  • An attribute item in which the difference between attribute values is equal to or less than a threshold value is an attribute item having a small variation in attribute value, and can be said to be focused by the user Un.
  • the PM target product determination unit 41e compares the attribute values of the identified attribute items (attribute items emphasized by the user Un), and if the comparison target product has an item value superior to the reference target product, The reference target product is determined as a promotion target of the PM target seller SHm.
  • the attribute item emphasized by the user Un may be specified from, for example, a search query included in the search history of the user Un. For example, if the frequency with which the user Un designates the sales price as a search term is high, the attribute item that is important for the user Un is determined as the sales price.
  • the display data for advertisement is structured document data (structured document (for example, HTML (Hyper Text Markup Language) document or XHTML document) document) that constitutes a Web page, or an advertisement provided on the Web page. It consists of data that constitutes the advertising information displayed in the display area, data that constitutes the advertising information displayed in the body of the e-mail, etc.
  • structured document for example, HTML (Hyper Text Markup Language) document or XHTML document
  • the user providing unit 41g transmits the display data for advertisement generated by the display data generating unit 41f to the user terminal UTn of the user Un indicated by the user ID associated with the product ID of the PM target product. .
  • goods with low competitiveness among goods sold by PM object seller SHm can be promptly promoted to user Un.
  • the user providing unit 41g sends the advertisement generated by the display data generating unit 41f to the user terminal UTn of the user Un indicated by the user ID associated with the product ID of the PM target product (the user terminal UTn during the session).
  • Display data (for example, data constituting advertisement information displayed later in an advertisement display area provided on a Web page being displayed) is transmitted.
  • the user providing unit 41g for example, a user in which an e-mail in which advertising information is displayed in the text based on the advertising display data generated by the display data generating unit 41f is associated with the product ID of the PM target product. You may transmit to the e-mail address matched with ID.
  • the product registration unit 41h acquires the browsing history of the product browsed by the browsing operation of the user Un, and whether or not the browsing time or the browsing count specified by the acquired browsing history satisfies a predetermined browsing condition. Determination is made for each product (excluding products already registered as reference targets) indicated in the browsing history.
  • the browsing condition includes, for example, a reference value (for example, a maximum value, an average value, a standard deviation value, or a median value) calculated from the browsing time or the number of browsing times of the product registered in the bookmark by the user Un bookmark operation. ) Or more is set.
  • FIG. 4 is a flowchart illustrating an example of information providing processing executed by the system control unit 4 of the information providing server SA.
  • the reference information of the product registered as the reference target of the user Un is stored in the reference information database 24 as shown in FIG.
  • the information providing process shown in FIG. 4 is executed at predetermined time intervals, for example.
  • the system control unit 4 (seller specifying unit 41a) totals the item values of the aggregation items associated with the product IDs identified in step S1 (that is, the item values associated with the product IDs of the reference target products). It acquires for every seller ID from the information database 25 (step S2). Note that, as described above, when the item values of the total items of the plurality of reference target products are stored in the total information database 25 for one seller ID, for example, the item values of the total items of the plurality of reference target products Average value (which may be a standard deviation value or a median value) is acquired as the item value of the summary item.
  • the system control unit 4 determines the product ID corresponding to the relatively small item value among the item values acquired for each seller ID in step S2 (for example, a reference object with a small number of times viewed).
  • the seller ID associated with the product ID of the product is specified as the seller ID of the PM target seller SHm (step S3).
  • the system control unit 4 (seller specifying unit 41a) totals each item value acquired for each seller ID for each merchandise category, and the entire item value (average value of item values) as a plurality of sellers SHm as a whole.
  • Standard deviation value, or median value is calculated for each product category, and is associated with a product ID corresponding to an item value smaller than the entire item value of a specific product category (for example, a product category set by a system administrator or the like).
  • the obtained seller ID may be specified as the seller ID of the PM target seller SHm (that is, the seller SHm that sells a reference target product having an item value smaller than the entire item value of the product category is specified as the PM target seller SHm).
  • the seller SHm that sells products with low competitiveness can be targeted for promotion only in a specific product category.
  • Or system control part 4 (seller specific part 41a) totals each item value computed for every seller ID for every goods category, and the whole item value (total value of item value) as a plurality of sellers SHm whole For each product category, and the seller ID associated with the product ID corresponding to the item value having a relatively small proportion of the entire item value of the specific product category is used as the seller ID of the PM target seller SHm. You may specify. This also makes it possible to target sellers SHm who sell products with low competitiveness only in specific product categories.
  • the system control unit 4 (the seller specifying unit 41a) refers to the seller information database 21, and the seller SHm who has the advertising budget amount of the reference target product equal to or larger than the predetermined amount and has not reached the sales target amount of the reference target product. May be specified as the seller ID of the PM target seller SHm.
  • the system control unit 4 selects one seller ID (the seller ID of the PM target seller SHm) identified in step S3 (step S4).
  • the system control unit 4 (reference target product specifying unit 41b) sets the product ID (product ID of the reference target product) associated with the seller ID selected in step S4 to the reference information database 24. Is selected (step S5).
  • the system control unit 4 selects one user ID associated with the product ID selected in step S5 (the product ID of the reference target product sold by the PM target seller SHm) from the reference information database 24 ( Step S6).
  • user IDs “U0001”, “U0002”, “U0003”, and “U0004” shown in FIG. 3A are selected in order.
  • the system control unit 4 sells the product ID associated with the seller ID different from the seller ID selected in step 4 (that is, sold by a seller SHm different from the PM target seller SHm).
  • the product ID associated with the user ID selected in step S6 is specified from the reference information database 24 (step S7).
  • the system control unit 4 refers to the reference target product (that is, the PM target) indicated by the product ID selected in step S5 among the reference target products indicated by the product ID specified in step S7.
  • a product ID of a comparison target product (for example, the related product described above) to be compared with a reference target product sold by the seller SHm is specified (step S8). If there is no corresponding product ID in step S7 or step S8, the process proceeds to step S21.
  • the system control unit 4 (reference information acquisition unit 41d) is a plurality of reference information associated with the user ID selected in step S6, and includes reference information including the product ID selected in step S5, The reference information including the product ID specified in step S8 is acquired from the reference information database 24 (step S9).
  • the system control unit 4 (PM target product determination unit 41e), based on the plurality of reference information acquired in step S9, the item value of the predetermined item of the reference target product indicated by the product ID selected in step S5.
  • the item value of the predetermined item of the comparison target product indicated by the product ID specified in step S8 is compared (step S10). Thereby, for example, a value obtained by subtracting the item value of the predetermined item of the comparison target product from the item value of the predetermined item of the reference target product is obtained for each predetermined item as a comparison result.
  • the system control unit 4 determines whether or not the comparison target product has an item value superior to the reference target product based on the comparison result of step S10 (step S11). ). For example, it is determined for each predetermined item whether the value obtained as the comparison result in step S10 is a positive value or a negative value. For example, when the predetermined item to be determined is a sales price, if the value obtained as a comparison result is a positive value, it is determined that the comparison target product has an item value superior to the reference target product. Further, when the predetermined item to be determined is the number of times of browsing, if the value obtained as a comparison result is a negative value, it is determined that the comparison target product has an item value superior to the reference target product.
  • step S10 and the process of step S11 are separated, but the process of step S10 and the process of step S11 may be integrated.
  • step S11: YES the product ID selected in step S5 is determined.
  • the reference target product to be shown is determined as a PM target product to be promoted by the PM target seller SHm indicated by the seller ID selected in step S4 (step S12), and the process proceeds to step S13.
  • step S11: NO the process proceeds to step S21.
  • step S13 the system control unit 4 determines whether there is an attribute item superior to the comparison target product compared in step S9 among the plurality of types of attribute items of the PM target product determined in step S12. . If the system control unit 4 determines that there is no attribute item superior to the comparison target product among the plurality of types of attribute items of the PM target product (step S13: NO), the process proceeds to step S14. On the other hand, if the system control unit 4 determines that there is an attribute item superior to the comparison target product among the plurality of types of attribute items of the PM target product (step S13: YES), the process proceeds to step S18.
  • step S14 the system control unit 4 (display data generation unit 41f) determines whether or not the attribute value of any attribute item among the attribute items of the PM target product determined in step S12 can be changed. .
  • the system control unit 4 determines whether or not the attribute value of the attribute item inferior to the comparison target product among the attribute items of the PM target product determined in step S12 can be changed. You may judge.
  • step S12 Advertisement display data for promoting the determined PM target product to the user Un indicated by the user ID selected in step S6 is generated using, for example, the reference information of the PM target product (step S15), and the process is performed. Proceed to step S20.
  • step S14 when the system control unit 4 (display data generation unit 41f) determines that the attribute value of any of the attribute items of the PM target product can be changed (step S14: YES).
  • the attribute value of the attribute item that is allowed to change the PM target product is changed (step S16).
  • the current attribute value for example, ⁇ 8,000
  • the comparison target product for example, sales price
  • the changed attribute value for example, ⁇ 7,450
  • the system control unit 4 (display data generation unit 41f) generates the advertisement display data set such that the attribute value changed in step S16 can be identified as an appeal point (for example, can be highlighted) (step S17). ), The process proceeds to step S20. Thereby, even if it is goods with low competitiveness among goods sold by PM object seller SHm, a more effective promotion can be performed to user Un.
  • step S18 the system control unit 4 (display data generation unit 41f) specifies an attribute item that is superior to the comparison target product among a plurality of types of attribute items of the PM target product.
  • the system control unit 4 (display data generation unit 41f) generates the above-described advertisement display data in which the attribute value of the attribute item identified in step S18 is set to be identifiable (for example, can be highlighted).
  • Step S19 the process proceeds to Step S20. Thereby, even if it is goods with low competitiveness among goods sold by PM object seller SHm, a more effective promotion can be performed to user Un. For example, in FIG.
  • the sales price of this PM target product is the product ID “Item005”.
  • the mass of the reference target product with the product ID “Item001” ⁇ ⁇ is lighter than the mass of the comparison target product with the product ID “Item005”, the mass is specified as the dominant attribute item, The attribute value of the identified attribute item is set to be identifiable as an appeal point.
  • step S20 the system control unit 4 (user providing unit 41g) displays the user terminal UTn of the user Un indicated by the user ID selected in step S6 (for example, the user terminal of the user U1 having the user ID “U0001” in the first process).
  • the advertisement display data generated in step S15, step S17, or step S19 is transmitted to UT1) as described above.
  • FIG. 5A is a diagram showing a display example of advertisement information displayed on the screen based on advertisement display data.
  • the screen shown in FIG. 5A is provided with a web browser toolbar 51 and a window 52, and a web page is displayed in the window 52.
  • This Web page is provided with a content display area 52a and an advertisement display area 52b. Note that the Web page is scrolled on the window 52 in accordance with the movement of the scroll bar 53 by the user Un scroll operation.
  • the content displayed in the content display area 52a differs depending on the type of Web page. For example, blog articles, product search results, news, and the like are displayed in the content display area 52a.
  • advertisement display area 52b advertisement information of the PM target product is displayed based on the display data for advertisement.
  • This advertisement information includes the name of the PM target product, the common product code, the seller name (store name here), the sales price, the number of pixels, the mass, and the product image.
  • the advertisement display area 52b a product link to the product detail display page of the PM target product is set.
  • the advertisement display data may be data that is incorporated into the toolbar 51 plugged into the Web browser by being transmitted to the user terminal UTn that is continuing the session.
  • FIG. 5B is a diagram showing a display example of advertisement information displayed on a Web page based on advertisement display data in which an attribute value of an attribute item superior to a comparison target product is set as an appeal point.
  • the basic structure of the screen shown in FIG. 5B is the same as that of the screen shown in FIG.
  • the name of the PM target product, the common product code, the seller name, the sales price, the number of pixels, the mass, and the product image are displayed as the advertisement information.
  • the attribute value 127g of the mass which is an attribute item superior to the comparison target product, is an appeal point. Compared to the character size of the attribute value of other attribute items, it is highlighted greatly.
  • FIG. 6A is a diagram showing a display example of advertisement information displayed on the Web page based on the advertisement display data in which the attribute value of the attribute item inferior to the comparison target product is changed.
  • the basic structure of the screen shown in FIG. 6A is the same as that of the screen shown in FIG.
  • the name of the PM target product, the common product code, the seller name, the selling price, the number of pixels, the mass, and the product image are displayed as the advertising information.
  • the sales price attribute value ⁇ 8,000 which is an inferior attribute item of the PM target product compared to the comparison target product, is ⁇ 7,450. Changed to is displayed.
  • step S21 the system control unit 4 determines whether there is a user ID that has not been selected from the reference information database 24 among the user IDs associated with the product ID selected in step S5. If the system control unit 4 determines that there is a user ID that has not yet been selected from the reference information database 24 (step S21: YES), the process returns to step S6, and selects one user ID that has not yet been selected. Then, the processing after step S7 is executed. Thereby, advertisement display data for promoting the PM target product to the user Un is provided for each user Un. On the other hand, if the system control unit 4 determines that there is no user ID not yet selected from the reference information database 24 (step S21: NO), the process proceeds to step S22.
  • step S22 the system control unit 4 selects from the reference information database 24 among the product IDs (product IDs of the reference target products) associated with the seller ID selected in step S4 (the seller ID of the PM target seller SHm). It is determined whether there is a product ID that has not yet been selected. If the system control unit 4 determines that there is a product ID that has not yet been selected from the reference information database 24 (step S22: YES), the system control unit 4 returns the process to step S5, and selects one product ID that has not yet been selected. Then, the processing after step S6 is executed. On the other hand, if the system control unit 4 determines that there is no product ID that has not yet been selected from the reference information database 24 (step S22: NO), the process proceeds to step S23.
  • the system control unit 4 is a plurality of reference information associated with the user ID of the same user Un, and is provided by a specific seller SHm.
  • the item value of the predetermined item of the first reference target product is compared with the item value of the predetermined item of the comparison target product that is the second reference target product
  • the second reference target product is Since the first reference target product is determined as a promotion target for the specific seller SHm when it has an item value superior to one reference target product, it is flexible depending on the situation where the product is placed In It is possible to determine the products whose serial the promotion qualify for the specific seller SHm.
  • the system control unit 4 When a plurality of PM target products (for example, PM target products sold by the same PM target seller SHm) are determined as promotion targets by the system control unit 4 (PM target product determination unit 41e), the system control unit 4 ( The display data generation unit 41f) is configured such that, among a plurality of PM target products, a PM target product having a larger purchase expected value (that is, a value that quantitatively indicates that purchase is expected) is displayed in an advertisement display region (a specific display region). It is preferable to generate display data for advertisement in which the exposure degree in one example) is set high. Thereby, among the products with low competitiveness sold by the PM target seller SHm, it is possible to effectively promote (promote sales) the PM target products having a large purchase expectation value to the user Un.
  • a PM target product having a larger purchase expected value that is, a value that quantitatively indicates that purchase is expected
  • the system control unit 4 determines the purchase expected value of each PM target product based on the browsing history or sales performance of each PM target product. For example, the system control unit 4 (display data generation unit 41f) acquires the number of times browsed (or time to be browsed) associated with the product ID of the PM target product from the total information database 25, and the more times the number of times viewed is increased. The purchase expectation value is determined to increase (or the longer the viewed time is).
  • the display continuation time is a time continuously displayed in one display. For example, in the advertisement display area, when advertisement information of a plurality of PM target products is sequentially switched and displayed every predetermined time, the PM target product having a larger purchase expectation value is set to have a longer display duration.
  • FIG. 6B is a diagram illustrating a display example of advertisement information displayed on the Web page based on the advertisement display data in which the degree of exposure is set higher for the PM target product having a larger purchase expectation value.
  • the basic structure of the screen shown in FIG. 6B is the same as that shown in FIG.
  • the advertisement display area 52b shown in FIG. 6A is divided into three advertisement display areas 521 to 523. Among the advertisement display areas 521 to 523, the advertisement display area 521 having the largest display area (that is, the highest degree of exposure) displays the advertisement information of the PM target product having the largest purchase expectation value among the three PM target products. ing.
  • the advertisement 6B may be displayed such that the exposure degree of the PM target product having a larger purchase expectation value is higher without being divided.
  • the advertisement display area 52b the advertisement information of the three PM target products is switched and displayed every predetermined time, and the display of the advertisement information of the PM target product having the largest purchase expected value is continued.
  • the time is set to be the longest.

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Abstract

Selon la présente invention, une unité de commande de système 4 : acquiert une pluralité d'éléments d'informations de référence qui ont été associés à un identificateur (ID) d'utilisateur pour le même utilisateur Un, la pluralité d'éléments d'informations de référence comprenant des informations de référence pour une première marchandise cible de référence qui est fournie par un vendeur spécifique SHm et des informations de référence pour une seconde marchandise cible de référence qui est fournie par un vendeur SHm différent du vendeur spécifique SHm et qui est une marchandise cible de comparaison qui doit être comparée à la première marchandise cible de référence; compare une valeur de détail pour un détail prescrit de la première marchandise cible de référence à la valeur de détail pour le détail prescrit de la seconde marchandise cible de référence/marchandise cible de comparaison; et, lorsque la valeur de détail pour la seconde marchandise cible de référence est supérieure à la valeur de détail pour la première marchandise cible de référence, détermine la première marchandise cible de référence comme étant une cible de promotion pour le vendeur spécifique SHm.
PCT/JP2015/082950 2015-11-24 2015-11-24 Dispositif de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations WO2017090094A1 (fr)

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