WO2021054530A1 - 마케터의 마케팅 캠페인에 대한 성과 측정 시스템 및 방법 - Google Patents
마케터의 마케팅 캠페인에 대한 성과 측정 시스템 및 방법 Download PDFInfo
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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
- G06Q10/00—Administration; Management
- G06Q10/06—Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
- G06Q10/063—Operations research, analysis or management
- G06Q10/0639—Performance analysis of employees; Performance analysis of enterprise or organisation operations
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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
- G06Q10/00—Administration; Management
- G06Q10/06—Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
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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
- G06Q10/00—Administration; Management
- G06Q10/06—Resources, workflows, human or project management; Enterprise or organisation planning; Enterprise or organisation modelling
- G06Q10/063—Operations research, analysis or management
- G06Q10/0637—Strategic management or analysis, e.g. setting a goal or target of an organisation; Planning actions based on goals; Analysis or evaluation of effectiveness of goals
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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
- G06Q10/00—Administration; Management
- G06Q10/10—Office automation; Time management
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
- G06Q30/00—Commerce
- G06Q30/02—Marketing; Price estimation or determination; Fundraising
- G06Q30/0241—Advertisements
- G06Q30/0242—Determining effectiveness of advertisements
Definitions
- the present invention conducts a marketing campaign on a product for which a marketer active in an online, social network system and offline, etc. contracts to conduct a marketing campaign, and transmits to the server whether the target of the marketing campaign has purchased the product under the influence of the marketer. It relates to a system and method for comprehensively judging various data obtained and measuring marketer's performance on a computer.
- online marketing can be measured by observing the activities of the marketing campaign target when the marketer and the marketer's marketing campaign targets are active in the same system, that is, when promotion and purchase are made on the same system.
- the problem to be solved by the present invention is to provide a method and system for measuring the performance of a marketing campaign for a marketer's product service online and offline on a computer.
- the task to be solved is to implement the conditions and algorithms for judging by the marketer's marketing campaign performance in a computer.
- Marketer's marketing campaign performance measurement where the marketer's marketing campaign performance, such as purchase conversion performance through marketing campaigns, has not been measured because the space where the marketer conducts marketing campaigns and the space where buyers purchase product services is physically different. The task is to do it.
- the server has a contract for a marketing campaign for at least one product service among one or more product services by at least one marketer among one or more marketers. Receiving contract information for and storing it as contract information data,
- the server receiving at least one of information on one or more marketing targets, or terminal information of one or more marketing targets, which is a target for executing a marketing campaign for the contracted product service by the marketer, and storing it as marketing target data,
- the server receiving and storing at least one of purchaser information about one or more purchasers who have purchased the contracted product service, purchase details, and one or more purchaser terminal information,
- the marketer By inputting at least one of the contract information data to the same person determination data into a second algorithm, the marketer conducts a marketing campaign to the marketing target person according to the contract information to determine whether the marketing target person purchased the product service. Generating marketer performance data including judgment, and
- the server generates marketer performance details by processing the marketer performance data, and transmitting one or more of the marketer performance details including at least the same possibility to the terminal of the marketer at least one of the marketers. It is possible to provide a method for measuring the performance of the marketing campaign of the marketer, characterized in that.
- the second aspect of the present invention is a contract in which the server receives and stores contract information on the details of contracting a marketing campaign for at least one product service of one or more product services by at least one marketer among one or more marketers.
- Information Data
- the server receives and stores at least one of information on one or more marketing targets and terminal information of one or more marketing targets, which are targets for executing a marketing campaign for the contracted product service by the marketer,
- the server receives and stores at least one of purchaser information and purchase details of one or more purchasers who have purchased the contracted product service, and one or more purchaser terminal information;
- the same person determination unit that inputs the marketing target person data and the purchase information data into a first algorithm to determine whether the marketing target person and the purchaser are the same person, and generates the same person determination data including the likelihood of the same person being digitized,
- the marketer By inputting at least one of the contract information data to the same person determination data into a second algorithm, the marketer conducts a marketing campaign to the marketing target person according to the contract information to determine whether the marketing target person purchased the product service.
- a marketer performance judgment unit that generates marketer performance data including judgment, and
- a marketer transmission unit that generates marketer performance details by processing the marketer performance data, and transmits one or more of the marketer performance details including at least the same possibility to at least one of the marketers to the terminal of the marketer. It is possible to provide a performance measurement system for marketers' marketing campaigns.
- the marketer provides contract information on the contract details for the marketing campaign for the product service, information on the marketing target who is the target of the marketing campaign for the product service contracted by the marketer, and the product service contracted by the marketer. It analyzes and comprehensively judges the purchase information of a plurality of purchases on a computer to determine whether the marketing campaign of the marketer affects the marketing target, and thus determines whether the marketing target has purchased the contracted product or service, etc., and measures the performance of the marketing campaign conducted by the marketer. It works.
- the marketer filters only the data that the marketing target purchases the product or service contracted by the marketing target after the marketing campaign execution time, which is the contact time of the marketing target, and all purchase conversions are affected by the marketer. It is effective in measuring the performance of marketing campaigns without falling into the problem.
- the purchase time or contact time must be within the marketing campaign period to be recognized as the marketer's performance, so it has the effect of more accurately measuring the marketer's marketing campaign performance.
- the present invention physically separates the offline or online space where the marketer conducts the marketing campaign and the space where the marketer's marketing campaign target purchases product services, thereby providing the marketer's marketing campaign performance.
- it is extremely difficult to measure, it is effective to measure the marketing campaign performance of a marketer by analyzing and judging an event in a physically separated space through a plurality of data and a plurality of algorithms on a computer.
- the present invention in consideration of the possibility of the same person, it is effective to recognize the marketer's performance as much as possible within limited data by quantifying the amount of the marketer's marketing campaign performance such as sales or commission. Since marketer performance is reduced, there is an effect of motivating marketers to secure high-quality data with many identifiers in order to prevent this.
- FIG. 1 is a flow chart illustrating a method for measuring performance of a marketing campaign by a marketer according to an embodiment of the present invention.
- FIG. 2 is a diagram showing an implementation environment of a system for measuring performance of a marketing campaign of a marketer according to the present invention.
- FIG. 3 is a flow chart of a marketer's opposition and marketer performance review process according to an embodiment of the present invention.
- FIG. 4 is a diagram showing the configuration of contract information data, marketing target data, and purchase information data according to an embodiment of the present invention.
- FIG. 5 is a view showing the configuration of the same person judgment data, marketer performance judgment data, and marketer performance details according to an embodiment of the present invention.
- FIG. 1 is a flowchart illustrating a method for measuring performance of a marketer for a marketing campaign according to the present invention.
- At least contract information data (1), marketing target data (2), and purchase information data (3) are required, and the server goes through the step of storing the three data, which describes the present invention.
- the server goes through the step of storing the three data, which describes the present invention.
- a marketer means a person who sells or promotes product services, and is a person or organization that conducts a marketing campaign to a person or group to promote the sale of contracted product services, and to organizations that produce and sell product services.
- a marketer There is no limit to the qualifications to become a marketer as it may belong to, or may be a third party that does not belong to anywhere.
- Influencers who are active in SNS are also included in the above sellers, and even if influencers do not belong to a company or organization, they can secure a large number of members on SNS and sell contracted product services on SNS. It is carrying out various marketing campaigns.
- a marketer makes a contract for a marketing campaign for at least one of one or more product services
- the other party of the marketer's contract is the operating entity that operates the server, the person who manufactures and provides product services, and the person who sells product services, etc. And there are no restrictions on eligibility requirements.
- the server receives contract information from the marketer or the other party of the marketer's contract and stores it as contract information data (1).
- the attributes of the above contract information include the marketer's personal or group information, the marketer's terminal information, the marketer's contract counterpart information, the duration of the marketing campaign, the fees received by the marketer, the performance measurement of the marketing campaign, and the marketing campaign. It includes matters related to the subject to be implemented, and the nature of the contract information is not limited as the contract content may be different for each marketer.
- the server receives at least one of information on one or more marketing targets, or terminal information of one or more marketing targets, to which the marketer conducts a marketing campaign for the contracted product service, and stores it as marketing target data (2) There is.
- Marketing targets are counterparties who have conducted marketing campaigns offline or online by the marketer for the product service contracted by the marketer, and are potential customers who will purchase product services under the influence of the marketer's marketing campaign activities.
- the marketing target's information consists of at least personal information of the marketing target, group information, or terminal information used by the marketing target.
- the information of the marketing target may be an identifier or a non-identifier field value, where the identifier means a value or name uniquely assigned to an individual or a thing related to the individual, and the non-identifier is a concept opposite to the identifier and cannot identify an individual. Say that.
- the marketing target's terminal information refers to a value or name that can identify a specific terminal. Examples include IP address, Mac address, and homepage URL.
- the marketing target's terminal information can also be used as an identifier and non-identifier. Can be distinguished.
- the marketing target's information or terminal information is the marketing target's information obtained by assigning a link to the sales system differentiated for each marketer in the past, or setting a promotion code and landing page, or the marketing target's terminal information, and the marketer's
- follow information or follow terminal information, and marketing target person information acquired when the marketer contacts the marketing target offline, and the like, and the acquisition path is not limited.
- the marketing target's information collected through various channels and the marketing target's terminal information are stored as marketer target data.
- the collected marketing target's information and marketing target's terminal information do not receive consent from the marketing target to collect and use information.
- De-identification measures (4) can be taken before the marketing target's information or terminal information is stored in case there is a possibility of a legal problem such as occurring.
- the non-identification measure (4) refers to a measure to prevent an individual from being recognized by deleting all or part of the element that can identify the individual, or by using a method such as replacement or encryption, but is not limited thereto.
- the server receives at least one of purchaser information about one or more buyers who have purchased the contracted product service or one or more purchaser terminal information and purchase details of the purchase of the contracted product service from the seller and stores it as purchase information data. There is a step (3).
- a seller refers to a person or organization that sells product or service contracted by a marketer regardless of whether it is online or offline, and the seller can provide buyer information and purchase information.
- the purchase information data is limited to product services contracted by the marketer, not purchase information on all products sold by the seller.
- De-identification measures (4) can be taken to prevent individuals from being identified by using methods such as deletion or replacement.
- the information of the purchaser or the information of the purchaser's terminal may exist by mixing an identifier that can identify an individual other than a group and a non-identifier that cannot identify an individual, and examples of attributes of the purchaser's information include name, name, personal ID, contact information, and It is information that can identify an individual such as a delivery address, and the purchaser's terminal information refers to a value or name that can identify a specific terminal, and examples include an IP address, a Mac address, and a homepage URL, but is not limited to the above example.
- identifier and non-identifier information may be mixed.
- the remittance bank account number and credit card number correspond to personal information, so if the purchaser obtains consent to collect and use the information, it is converted into an identifier, and if not received, the identifier information is converted into a non-identifier through de-identification (4) I can.
- Purchase details may include, but are not limited to, purchase space, sales system access time, purchase time, payment information, delivery address, purchase amount, and purchase quantity.
- the purchase information data 3 is not limited to purchases made in an online system, but includes information sold by a seller offline and computerized and transmitted to a server for information purchased by a purchaser.
- the order of transmission to the server is not determined between the storing of the contract information data (1), the storing of the marketing target data (2), and the storing of the purchase information data (3).
- the marketing target data (2) and purchase information data (3) are compared and analyzed to find out whether the marketing target is converted into a purchaser by purchasing a product service due to the influence of the marketing campaign. This is the step of verifying the similarity and possibility of being the same.
- the field value of the overlapping attribute is an identifier capable of identifying a specific individual
- the marketing target data and the purchase information data are converted into a first 2 It can be divided into a step (6) of extracting the same person estimation data including calculating an estimate that the marketer target will be the same person as the purchaser by inputting it into the algorithm.
- the same person determination data 5 and the same person estimation data 6 may be combined to generate the same person determination data (9).
- the marketing target data and the purchase information data have the same data even though the data has different characteristics such as the source and the data target, it can be determined that the marketing target has purchased the product service, but the marketing target data and the purchase information There is no physical link between the data due to the nature of the data, so it is not known whether the marketing target person purchased the product service due to the influence of the marketing campaign conducted by the marketer.
- FIG. 4 is a diagram illustrating a configuration of contract information data, marketing target data, and purchase information data according to an embodiment of the present invention.
- FIG. 5 is a diagram showing the configuration of the same person determination data, marketer performance determination data, and marketer performance details according to an embodiment of the present invention.
- the marketer is'Park Se-ri'
- the purchase information data 300 indicates that the purchased product service is't-200'.
- the row of Hanna Oh 201 of the name attribute has similarity to the row of Hanna Oh 301 of the purchase information data 300.
- the habaul 302 is similar to the habaul 302
- the kim*yu 203 is similar to the kim ⁇ 303
- the park** 204 is similar to the park*ri 304 in the habaul 202.
- the rows of Hanna Oh (201, 301), which have an identifier in the field value, and the row of Habaul (202, 302), are classified as confirmed data of the same person because the field value has an identifier.
- Hanna Oh (201, 301) there is an identifier in the field values of a plurality of overlapping properties in both rows (201, 301), and even if the field values of the two properties match, it can be determined as the same person.
- the similarity may be determined as the same person as 100% (410).
- Habaul (202, 302) can be presumed to be the same person as Habaul, but the field value of the address/delivery address attribute is'Nokbeon-dong, Eunpyeong-gu, Seoul' in Habaul (202), and'Deokyang-gu, Goyang-si' in Habaul (302). It can be seen that they are of the same name because they are different from each other, so the possibility of the same person has a numerical value of 0% (8). Accordingly, in the 1-1 algorithm 5 according to an embodiment, the likelihood values are expressed as values of 100% and 0% (410).
- a plurality of attribute field values are required. If there is only one attribute field value, the possibility of the same person cannot be determined. That is, if there is no field value of the address attribute in the row of Habaul 202 due to de-identification measures or omission in the process of collecting information of the marketing target, that is, if the field value is an identifier for only the name attribute and only the field value of one attribute is an identifier, whether the person is the same person. I don't know if it's the same name. Therefore, when there are field values of a plurality of attributes, it can be determined whether or not the same person is determined.
- Algorithm 1-1 identifies characteristics of attributes, searches for, analyzes, and adjusts attributes to characteristics through algorithms such as weighting and artificial intelligence, searches for and analyzes the field values for each attribute to find the same field value and finds the identifier of the attribute.
- the likelihood 410 which is determined as the same person by comparing the field values, has a value of 100% or 0.
- the 1-1 algorithm (5) by inputting marketing target data (2) and purchase information data (3) into the 1-1 algorithm (5), it searches and determines whether the field value of the attribute is an identifier or whether there are multiple attributes with identifiers. And, if the attribute is plural, the similarity values for determining whether the field values are the same are 0% and 100% by comparing and analyzing the field values, and the same person confirmation data 5 including the result value is generated.
- the marketing target data 200 and the purchase information data 300 there is a non-identifying field value 203, 204, 303, 304 that does not recognize a specific individual, so that the same person is determined data (5).
- the marketing target data (203, 204) and the purchase information data (303, 304) that could not be generated cannot be entered into the 1-2 algorithm (6) to determine that the marketing target is the purchaser, but it is likely that they are the same.
- the step (9) of extracting the same person estimation data including calculating the likelihood of being the same person will be described according to the embodiment of FIG. 5,
- the probability of being the same through the 1-1 algorithm was determined to be 0%, but if the field value of the address attribute is a non-identifier through the de-identification measure (4), since there is only one attribute with an identifier, The remaining data are sent to the 1-2th algorithm (6).
- the 1-2 algorithm does not determine whether the field value to be compared has one identifier, whether it is the same person, it examines the possibility of the same person. For example, Mr. Ha is less common than Mr. Kim, and there are not many names of Paul, so the possibility of being the same person can be obtained according to the characteristics of the name, that is, the characteristics of the attribute and the state of the field value.
- the data for which the identification data of the same person cannot be generated 410 is, Kim * Yu (203). ), and Park** (204) corresponds to Park*ri (304).
- the estimate of the likelihood of being the same as the purchaser can be converted into a protage, and in FIG. 5, Kim * Yu (203) and Kim ⁇ (303) can be read compared to Park * Lee (304) in Park ** (204). Since the number of possible characters is large and there are more identical characters, the number of similarities and likelihood of being the same is relatively high.
- the 1-2 algorithm determines the similarity of the two field values by subdividing and comparing and analyzing the words of the field value into characters, such as consonants and vowels, without comparing the entire word of the field value. By comprehensively judging the similarity, the estimation of the likelihood that the marketing target and the purchaser are the same is at least numericalized.
- the 1-2 algorithm distinguishes the characteristics of the attribute and adjusts it according to the attribute through weighting, artificial intelligence, etc., searches the field value for each attribute, finds the same field value, and compares the field value of the attribute identifier. Thus, the same person estimation data 6 is generated.
- the same-person likelihood value in the same person-determined data 410 has values of 100% and 0%, while the same-person likelihood value in the same-person estimation data 420 is distinguished in that it has a value ranging from 0% to 99.9%.
- the same person determination data 400 is generated by summing the same person determination data and the same person estimation data (7).
- the marketer by inputting at least one of the contract information data (1) to the same person determination data (7) into a second algorithm (9, 10), the marketer sends a marketing campaign to the marketing target person.
- the marketer By conducting a marketing campaign on the target person, it can be immediately recognized whether the marketing target person has purchased the product. However, most of the buyers are reluctant to recognize marketer performance, such as entering a recommender when generating purchase information data, and a second algorithm (9, 10) is required to verify the marketer performance.
- the second algorithm also includes the step of recognizing the result of the marketer through searching and reviewing the recommender data of the product service, but it is unlikely that the purchaser will enter the recommender into the data.
- the time of contact between the marketer and the marketing target online or offline is determined by the marketing target. If it is faster than the purchase time to become a buyer, it is a proof that the purchase was influenced by the marketing campaign, so it can be recognized as a marketer's performance.
- the contact time is the marketing campaign activity time for the marketing target by the marketer, and the contact space is not limited offline or online, but the contact time may be computerized as marketing target data.
- the contact time is faster than the purchase time, it may be determined that the purchase was influenced by the marketing campaign activity.
- the contact time is the purchase Even if it is faster than the time, if the purchase time is outside the marketing campaign period, it may not be recognized as a marketer performance.
- the step of generating marketer performance data is:
- the contact time information between the marketer and the marketing target is extracted from the marketer target data and included in the same person determination data, and the purchase time information for purchasing the product or service is extracted from the purchase data and added to the marketing performance determination data.
- Generating first time comparison data by inputting the same person determination data into the 2-1 algorithm to extract data whose contact time is earlier than the purchase time (9);
- the contact time or the purchase time is the marketing Generating second time comparison data for determining whether or not within the campaign period (10);
- At least one step includes a step 11 of generating marketer performance data.
- the same person determination data 400 includes contact time information 210 of the marketer and the marketing target extracted from the marketing target data 200 and the purchase information data 300, and purchase information data.
- the 2-1 algorithm includes the condition of'Is the contact time between the marketer and the marketer's ego faster than the purchase time?' Looking at, the likelihood of the same person as Ohanna (501) is 100%, and due to the influence of the marketing campaign of the marketer, it is said that the marketing target Hanna Oh bought the product name T-200, and it may fall into an error that will be recognized as the marketer's performance.
- the step 9 of generating the 2-1 algorithm and the first time comparison data is required.
- the contact time 210 of the Oh 501 is '10:00 on January 18, 2019'
- the purchase time 310 is'January 17, 2019, 14:00
- the purchase time 310 is faster than the contact time 210, so it does not meet the above conditions. If this is interpreted, it can be seen that the product name T-200 was purchased irrespective of the marketing campaign activity of the marketer.
- Hanna Oh 510 is not determined as the performance of the marketer (530).
- the contact time of the Park** 504 is '15:00 on January 25, 2019.
- the purchase time is'January 26, 2019 22:00'.
- Marker Se-ri Park ran a marketing campaign, and it can be admitted as the achievement of marketer Se-ri Park that marketing target person Park**(504) purchased the brand name T-200.
- Park Se-ri's marketing campaign period (110) is from'January 1, 2019 to January 24, 2019', and the contact time and purchase time of Park** (504) are not included in the marketing campaign period, so marketer Se-ri Park It is not judged by the performance of
- the server generates marketer performance details by processing the marketer performance data 11, and transmitting at least one of the marketer performance details including the possibility of the same to at least one of the marketers to the terminal of the marketer (12) proceeds.
- the marketer performance details include at least one of the sales amount 610 to the commission 602 of the product service determined as the marketing campaign performance of the marketer.
- the sales amount 601 is a purchase amount determined to have purchased a product or service contracted by the marketing target, and is a sales amount from the marketer's point of view, and the commission 602 is a value obtained by applying the commission rate included in the contract information data from the sales amount 601 to be.
- the commission 602 may be calculated by multiplying the sales amount by a value of the same probability and a commission rate on contract information data, and the commission calculation equation is not limited to an example.
- FIG. 3 is a flowchart illustrating a marketer's objection application and marketer performance review process according to an embodiment of the present invention.
- the next step is a step (22) of determining whether the server has received details of the marketer's performance in response to the objection from the purchaser terminal, and the buyer should be determined as the marketing campaign performance of the marketer in response to the objection.
- step 10 finds the marketing performance data value of the details that the marketer performance is recognized and including in the marketer performance data.
- FIG. 2 is a diagram illustrating an implementation environment of a system for measuring performance of a marketing campaign of a marketer according to the present invention. Some overlapping with the above description will be omitted.
- the server has contract information data 50 for receiving and storing contract information about details of contracts for at least one product service of one or more product services by at least one marketer among one or more marketers.
- Marketer means a person or organization that sells
- the contract information includes at least the information of the contractor with the marketer, the duration of the marketing campaign, the name of the product or service to be sold, and the method of calculating the fee, but is not limited to the contract information.
- the server has marketing target data 51 for receiving and storing at least one of information on one or more marketing targets, or terminal information of one or more marketing targets, that the marketer conducts a marketing campaign for the contracted product service. .
- Marketing targets are counterparties whose marketing campaigns are conducted offline or online by the marketer for the product or service contracted by the marketer.
- the server has purchase information data 52 for receiving and storing at least one of purchaser information about one or more purchasers who have purchased the contracted product service, purchase details, and one or more purchaser terminal information.
- the purchaser is limited to those who purchase the contracted product service in the contract information data, and the sales space is not limited offline or online. However, the information on the purchaser or the purchase details or the purchaser terminal information is transmitted to the server.
- the non-identification conversion unit 63 identifies a specific person before the information is stored in the server. Take de-identification measures to transform it so that it cannot be done. De-identification measures refer to measures to prevent individuals from being identified by deleting all or part of the elements that can identify the individual, or by using methods such as replacement or encryption, but is not limited thereto.
- the same person determination unit 53 inputs the marketing target data 51 and the purchase information data 52 into the first algorithm 54 to determine whether the marketing target and the purchaser are the same person, and determines whether the marketing target and the purchaser are the same person, including the likelihood of the same person Generate data 55.
- An identifier capable of identifying a specific individual by inputting the marketing target data and the purchase information data into the 1-1 algorithm is a field value, and the field values of the attribute overlapping in the marketing target data and the purchase information data are plural. After determining whether or not the marketing target and the purchaser are the same person, and generating the same person confirmation data including a numerical value for determining the same person,
- the marketing target data and the purchase information data that cannot be generated as the same person confirmation data because at least one of the marketing target data and the purchase information data has a non-identifying field value that does not recognize a specific individual.
- the same person determination data is generated by adding the same person determination data and the same person estimation data.
- Algorithm 1-1 is an algorithm that determines whether the same person is the same person, and the likelihood of the same person in the confirmed data of the same person has 0% or 100%, and the 1-2 algorithm calculates an estimate of the likelihood of the same person. It is distinguished in that it has a value of up to 99.9%.
- the marketer performance determination unit 56 inputs at least one of the contract information data 50 to the same person determination data 53 into the second algorithm 57, and the marketer performs marketing to the marketing target according to the contract information.
- a campaign is executed to generate marketer performance data including determination of whether the marketing target has purchased the product or service.
- the marketer performance judgment unit 56 The marketer performance judgment unit 56,
- the contact time information between the marketer and the marketing target is extracted from the marketer target data 51 and included in the same person determination data 55, and the purchase time information for purchasing the product service is the purchase information data 52 ) Is extracted from the same person determination data 55, and the first time comparison data is extracted and generated by inputting the same person determination data 55 to extract data whose contact time is earlier than the purchase time.
- the contract information data 50 includes marketing campaign period information, and inputting the same person determination data 55 including the contact time information and the purchase time information, and the contact time or the purchase time is the marketing It includes at least one of the 2-2 algorithms for generating second time comparison data by extracting data included within the campaign period.
- the marketer transmission unit 60 processes the marketer performance data to generate marketer performance details, but at least one of the marketer performance details including the same possibility is at least one of the marketers, and the marketer's terminal 59 To send to.
- the marketer performance review unit 62 receives an objection to the marketer performance details from at least one marketer terminal 59 among one or more marketers who have received the marketer performance details, and the purchaser included in the objection Upon receiving the details of the marketer performance recognition from the terminal 61 of, the marketing campaign performance data 58 value of the details of the marketer performance recognition is found and included in the marketer performance data.
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Abstract
Description
Claims (10)
- 서버는 하나 이상의 마케터중 적어도 어느 하나의 마케터가 하나 이상의 상품 서비스중 적어도 어느 하나의 상품 서비스에 대한 마케팅 캠페인을 계약한 내역에 대한 계약정보가 전송받아 계약 정보 데이터로 저장하는 단계;상기 서버는 상기 마케터가 상기 계약한 상품 서비스에 대한 마케팅 캠페인을 실시하는 대상인 하나 이상인 마케팅대상자의 정보 내지 하나 이상의 마케팅 대상자의 단말 정보중 적어도 어느 하나를 전송 받아 마케팅 대상자 데이터로 저장하는 단계;상기 서버는 상기 계약한 상기 상품 서비스를 구매한 하나 이상의 구매자에 관한 구매자 정보와 구매한 구매내역, 내지 하나 이상의 구매자 단말정보중 적어도 어느 하나를 전송받아 저장하는 단계;상기 마케팅 대상자 데이터와 상기 구매 정보 데이터를 제 1 알고리즘에 입력하여 상기 마케팅대상자와 상기 구매자가 동일인인지 판단하여 수치화한 동일인 가능성을 포함한 동일인 판단 데이터를 생성하는 단계;상기 계약 정보 데이터 내지 상기 동일인 판단 데이터 중 적어도 어느 하나를 제 2 알고리즘에 입력하여, 상기 계약정보에 따라 상기 마케터가 상기 마케팅대상자에게 마케팅 캠페인을 실시하여 상기 마케팅대상자가 상기 상품 서비스를 구매하였는지 여부의 판단이 포함된 마케터 성과 데이터를 생성하는 단계; 및상기 서버는 상기 마케터 성과 데이터를 가공하여 마케터 성과내역을 생성하되, 적어도 상기 동일인 가능성이 포함된 상기 마케터 성과내역을 하나 이상이 상기 마케터중 적어도 어느 하나의 상기 마케터의 단말에게 전송하는 단계를 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 방법.
- 제 1항에 있어서,상기 마케팅대상자와 상기 구매자를 동일인인지 판단한 것을 추출하여 동일인 판단 데이터를 생성하는 단계는,상기 마케팅 대상자 데이터와 상기 구매 정보 데이터를 제 1-1알고리즘에 입력하여 특정 개인을 식별 할 수 있는 식별자가 필드 값으로 있고 상기 마케팅 대상자 데이터와 상기 구매 정보 데이터에서 중복되는 속성의 상기 필드 값이 복수 인지를 판단하고, 상기 마케팅대상자와 상기 구매자가 동일인 여부를 판단하여 동일인을 확정하는 수치를 포함한 동일인 확정 데이터를 생성하는 단계;상기 마케팅 대상자 데이터와 상기 구매 정보 데이터중 적어도 어느 하나에 특정 개인을 알아 볼 수 없는 비식별 필드 값이 존재하여 상기 동일인 확정 데이터로 생성 못한 상기 마케팅 대상자 데이터와 상기 구매 정보 데이터는, 제 1-2 알고리즘에 입력하여 상기 마케팅대상자가 상기 구매자와 동일인일 가능성에 대한 추정치를 계산 하는 것을 포함한 동일인 추정 데이터를 생성하는 단계;상기 동일인 확정 데이터와 상기 동일인 추정 데이터를 합하여 상기 동일인 판단 데이터를 생성하는 단계를 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 방법.
- 제 1항에 있어서,상기 마케팅 캠페인 성과판정 단계는,상기 마케터와 상기 마케팅대상자와의 접촉시간 정보는 상기 마케터 대상자 데이터에서 추출되어 상기 동일인 판단 데이터에 포함되어 있고, 상기 상품 서비스를 구매한 구매시간 정보는 상기 구매 정보 데이터에서 추출되어 상기 동일인 판단 데이터에 포함되어 있어, 상기 동일인 판단 데이터를 제 2-1 알고리즘에 입력하여 상기 접촉시간이 상기 구매시간 보다 빠른 데이터를 추출하여 제 1 시간 비교 데이터를 생성하는 단계; 내지마케팅 캠페인 기간정보가 포함되어 있는 상기 계약정보 데이터와, 상기 접촉시간 정보와 상기 구매시간 정보가 포함되어 있는 상기 동일인 판단 데이터를 제 2-2 알고리즘에 입력하여 상기 접촉시간 또는 상기 구매시간이 상기 마케팅 캠페인 기간 이내에 있는지 여부를 판단하는 제 2 시간비교 데이터를 생성하는 단계;중적어도 어느 하나의 단계가 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 방법.
- 제 1항에 있어서,상기 마케팅대상자 정보와 상기 구매정보중 적어도 어느 하나가 마케팅 대상자 또는 구매자로부터 정보 수집 또는 활용 동의를 받지 않은 정보일 경우, 상기 정보가 상기 서버에 저장되기 전에 특정인을 알 수 없는 수 없는 비식별 조치를 하는 단계를 더 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 방법.
- 제 1항에 있어서,상기 서버는 상기 마케터 성과내역을 받은 하나 이상의 마케터중 적어도 어느 하나의 마케터가 상기 마케터 성과내역에 대한 이의신청을 전송 받았는지 판단하는 단계;상기 서버는 상기 구매자 단말로부터 상기 이의신청에 대하여 상기 마케터 성과로 인정하는 내역을 받았는지 판단하는 단계;상기 마케터 성과를 인정하는 내역의 마케팅 성과 데이터의 값을 찾아 상기 마케터 성과 데이터에 포함하는 단계를 더 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 방법.
- 서버는 하나 이상의 마케터중 적어도 어느 하나의 마케터가 하나 이상의 상품 서비스중 적어도 어느 하나의 상품 서비스에 대한 마케팅 캠페인을 계약한 내역에 대한 계약정보를 전송받아 저장하는 계약 정보 데이터,상기 서버는 상기 마케터가 상기 계약한 상품 서비스에 대한 마케팅 캠페인을 실시하는 대상인 하나 이상인 마케팅대상자의 정보 내지 하나 이상의 마케팅 대상자의 단말 정보중 적어도 어느 하나를 전송 받아 저장하는 마케팅 대상자 데이터,상기 서버는 상기 계약한 상기 상품 서비스를 구매한 하나 이상의 구매자에 관한 구매자 정보와 구매한 구매내역, 내지 하나 이상의 구매자 단말정보중 적어도 어느 하나를 전송받아 저장하는 구매 정보 데이터,상기 마케팅 대상자 데이터와 상기 구매 정보 데이터를 제 1 알고리즘에 입력하여 상기 마케팅대상자와 상기 구매자가 동일인인지 판단하여 수치화한 동일인 가능성을 포함한 동일인 판단 데이터를 생성하는 동일인 판단부,상기 계약 정보 데이터 내지 상기 동일인 판단 데이터 중 적어도 어느 하나를 제 2 알고리즘에 입력하여, 상기 계약정보에 따라 상기 마케터가 상기 마케팅대상자에게 마케팅 캠페인을 실시하여 상기 마케팅대상자가 상기 상품 서비스를 구매하였는지 여부의 판단이 포함된 마케터 성과 데이터를 생성하는 마케터 성과 판단부, 및상기 마케터 성과 데이터를 가공하여 마케터 성과내역을 생성하되, 적어도 상기 동일인 가능성이 포함된 상기 마케터 성과내역을 하나 이상이 상기 마케터중 적어도 어느 하나의 상기 마케터의 단말에게 전송하는 마케터 전송부를 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 시스템.
- 제 6항에 있어서,상기 동일인 판단부는,상기 마케팅 대상자 데이터와 상기 구매 정보 데이터를 제 1-1알고리즘에 입력하여 특정 개인을 식별 할 수 있는 식별자가 필드 값으로 있고 상기 마케팅 대상자 데이터와 상기 구매 정보 데이터에서 중복되는 속성의 상기 필드 값이 복수 인지를 판단하고, 상기 마케팅대상자와 상기 구매자가 동일인 여부를 판단하여 동일인을 확정하는 수치를 포함한 동일인 확정 데이터를 생성 후,상기 마케팅 대상자 데이터와 상기 구매 정보 데이터중 적어도 어느 하나에 특정 개인을 알아 볼 수 없는 비식별 필드 값이 존재하여 상기 동일인 확정 데이터로 생성 못한 상기 마케팅 대상자 데이터와 상기 구매 정보 데이터는, 제 1-2 알고리즘에 입력하여 상기 마케팅대상자가 상기 구매자와 동일인일 가능성에 대한 추정치를 계산 하는 것을 포함한 동일인 추정 데이터를 생성한 후에,상기 동일인 확정 데이터와 상기 동일인 추정 데이터를 합하여 상기 동일인 판단 데이터를 생성하는 것을 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 시스템.
- 제 6항에 있어서,상기 마케터 성과 판단부는,상기 마케터와 상기 마케팅대상자와의 접촉시간 정보는 상기 마케터 대상자 데이터에서 추출되어 상기 동일인 판단 데이터에 포함되어 있고, 상기 상품 서비스를 구매한 구매시간 정보는 상기 구매 정보 데이터에서 추출되어 상기 동일인 판단 데이터에 포함되어 있어, 상기 동일인 판단 데이터를 입력하여 상기 접촉시간이 상기 구매시간 보다 빠른 데이터를 추출하여 제 1 시간 비교 데이터를 생성하는 제 2-1 알고리즘 내지,상기 계약 정보 데이터에는 마케팅 캠페인 기간정보가 포함되어 있고, 상기 접촉시간 정보와 상기 구매시간 정보가 포함되어 있는 상기 동일인 판단 데이터를 입력하여 상기 접촉시간 또는 상기 구매시간이 상기 마케팅 캠페인 기간 이내에 포함되는 데이터를 추출하여 제 2 시간비교 데이터를 생성하는 제 2-2 알고리즘 중,적어도 어느 하나를 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 시스템.
- 제 6항에 있어서,상기 마케팅대상자 정보와 상기 구매정보중 적어도 어느 하나의 정보가 마케팅 대상자 또는 구매자로부터 정보 수집 동의를 받지 않은 정보일 경우, 상기 정보가 상기 서버에 저장되기 전에 특정인을 구별할 수 없게 변환하는 비식별 조치를 하는 비식별 변환부를 더 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 시스템.
- 제 6항에 있어서,상기 마케터 성과내역을 받은 하나 이상의 마케터중 적어도 어느 하나의 마케터의 단말로부터 상기 마케터 성과내역에 대한 이의신청을 전송받고, 상기 이의신청에 포함되어 있는 상기 구매자의 단말로부터 상기 마케터 성과를 인정하는 내역을 전송받으면, 상기 마케터 성과를 인정하는 내역의 마케팅 캠페인 성과 데이터 값을 찾아 상기 마케터 성과 데이터에 포함하는 마케터 성과 재검토부를 더 포함하는 것을 특징으로 하는 마케터의 마케팅 캠페인에 대한 성과 측정 시스템.
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CN117541273A (zh) * | 2023-10-11 | 2024-02-09 | 中航安盟财产保险有限公司 | 一种保险产品营销管理平台 |
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KR20000030730A (ko) * | 2000-03-14 | 2000-06-05 | 김준연 | 통신망을 이용한 멀티포인트 마케팅 방법과 시스템 및 그방법이 저장된 기록매체 |
JP2003162670A (ja) * | 2001-09-17 | 2003-06-06 | Yutaka Nishimura | ネット広告購買情報管理システム及びネット広告購買情報管理方法並びにネット広告購買情報管理用プログラム。 |
JP2006227817A (ja) * | 2005-02-16 | 2006-08-31 | Ntt Comware Corp | 広告効果測定システム、広告効果測定方法、およびプログラム |
JP2011096202A (ja) * | 2009-11-02 | 2011-05-12 | Bitwallet Inc | 広告分析装置、及び広告サーバ |
KR20180047467A (ko) * | 2016-10-31 | 2018-05-10 | 에스케이플래닛 주식회사 | 사용자 프로필 제공 시스템 및 방법 |
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KR20000030730A (ko) * | 2000-03-14 | 2000-06-05 | 김준연 | 통신망을 이용한 멀티포인트 마케팅 방법과 시스템 및 그방법이 저장된 기록매체 |
JP2003162670A (ja) * | 2001-09-17 | 2003-06-06 | Yutaka Nishimura | ネット広告購買情報管理システム及びネット広告購買情報管理方法並びにネット広告購買情報管理用プログラム。 |
JP2006227817A (ja) * | 2005-02-16 | 2006-08-31 | Ntt Comware Corp | 広告効果測定システム、広告効果測定方法、およびプログラム |
JP2011096202A (ja) * | 2009-11-02 | 2011-05-12 | Bitwallet Inc | 広告分析装置、及び広告サーバ |
KR20180047467A (ko) * | 2016-10-31 | 2018-05-10 | 에스케이플래닛 주식회사 | 사용자 프로필 제공 시스템 및 방법 |
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CN117541273A (zh) * | 2023-10-11 | 2024-02-09 | 中航安盟财产保险有限公司 | 一种保险产品营销管理平台 |
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