WO2023238897A1 - Program, information processing device, and method - Google Patents

Abstract

The present invention provides a program and the like capable of accurately specifying a segment to which an advertisement is effective. Provided is a program configured to make a computer execute: processing of acquiring purchase information in which product information regarding a product purchased by a plurality of users and identification information for identifying respective user terminals are associated with each other; processing of acquiring segment information indicating, among a plurality of segments in which the plurality of users are classified according to attributes of the respective users and associated with the identification information, a plurality of segments to which a user of a user terminal on which a first advertisement has been displayed belongs; processing of associating the purchase information with the segment information on the basis of the identification information and generating effect information indicating an effect of the first advertisement in the plurality of segments; and processing of specifying, among the plurality of segments, an effective segment to which a second advertisement related to the product is effective on the basis of the effect information and predetermined conditions for the effect.

Description

Program, information processing device, and method

The present invention relates to a program, an information processing device, and a method.

It is important for advertisers' advertising activities to evaluate the extent to which advertisements delivered to consumers through networks such as the Internet influence their purchasing behavior.

Patent Document 1 discloses an advertisement analysis device for more accurately understanding the correspondence between advertisements and purchasing behavior. The advertisement analysis device described in Patent Document 1 uses network information based on the correspondence between a viewing ID that identifies a user who views an advertisement on a network and a purchasing ID that identifies a user when purchasing a product at a store. Understand the correspondence between the user's advertisement viewing history at the store and the product purchase history at the store. According to the device described in Patent Document 1, after placing an advertisement, it is possible to associate the advertisement with purchasing behavior.

JP2011-96202A

One of the advertising methods is targeting advertising, which provides advertisements to a certain group (segment) of consumers. By performing targeting appropriately, it is possible to provide advertisements that will lead to more purchases by consumers. In the device described in Patent Document 1, although it is possible to associate advertisements with purchasing behavior after the advertisement is published, it is not possible to determine which segment the advertisement is effective in promoting purchasing behavior before providing the advertisement. It is difficult to judge whether this segment is a good segment or not. If the target segment for advertising is not narrowed down sufficiently, the advertiser's advertising costs will increase. Furthermore, it becomes difficult for advertising planners who support advertisers to make better proposals to advertisers.

Therefore, an object of the present invention is to provide a program, an information processing device, and a method that can accurately identify segments in which advertisements are effective.

A program according to one aspect of the present invention is a purchase program that causes a computer to acquire purchase information in which product information of products purchased by a plurality of users is associated with identification information that identifies user terminals of each of the plurality of users. Among the multiple segments in which multiple users are classified according to the attributes of each of the multiple users and associated with identification information, the multiple segments to which the user of the user terminal that displayed the first advertisement related to the product belongs A segment information acquisition process that acquires segment information indicating a segment; and an effect information generation process that associates purchase information with segment information based on identification information and generates effect information that indicates the effectiveness of the first advertisement in a plurality of segments. and a segment specifying process for specifying an effective segment in which the second advertisement related to the product is effective among the plurality of segments based on the effect information and predetermined conditions for the effect.

According to this aspect, it is possible to associate the product information with the segment of the user who purchased the product and the user who displayed the first advertisement. Through the effect information generation process, the purchase information is taken into account and effect information indicating the effect of the first advertisement is generated. Based on the effect information and predetermined conditions, a segment in which the second advertisement related to the same product is effective is specified from among the plurality of segments.
Since effective segments are identified based on the effectiveness of the first advertisement based on purchase information indicating actual purchasing activities, it is possible to accurately identify segments in which the second advertisement related to the same product is effective.

In the above aspect, the program provides an effect of the second advertisement when the computer causes the second advertisement to be displayed on each user terminal of a plurality of users classified into the effective segment based on the effect information and the effective segment. Effect information estimation processing for estimating second effect information indicating .

Computer users (advertisers, advertising planners, etc.) can estimate secondary effect information that indicates the effect of displaying a secondary advertisement on a segment for which the accurately identified secondary advertisement is effective. However, it becomes possible to determine which segment to advertise to by referring to the second effect information. This makes it easier for computer users to make decisions about advertisements.

In the above aspect, the segment specifying process further specifies an ineffective segment having a smaller effect than the effective segment among the plurality of segments based on the first effect information and a predetermined condition, and the effect information estimation process A program that generates second effect information based on information, valid segments, and non-valid segments.

By identifying not only effective segments but also ineffective segments with low effectiveness, it is possible to determine whether, for example, a computer user should issue a second advertisement that includes segments whose effectiveness is between effective and ineffective. Since it is possible to determine whether or not the advertisement is accepted, it becomes easier for the user to make a decision regarding the advertisement.

In the above aspect, the second effect information includes a first estimated effect in which the effect of the second advertisement is estimated when the second advertisement is displayed on each user terminal of a plurality of users classified into the effective segment. , a second estimated effect in which the effect of the second advertisement is estimated when the second advertisement is displayed on each user terminal of a plurality of users who are classified into a comparison segment that includes a plurality of segments that are not classified as valid segments. Comparison information indicating a comparison with the above may also be included.

By presenting comparative information to a computer user, the user is better able to evaluate valid segments. Therefore, it becomes easier for users to make decisions regarding advertisements.

In the above aspect, the second effect information includes ratio information indicating the ratio of the number of users belonging to the effective segment to the number of users belonging to at least one of the plurality of segments, and the effect information estimation process When the first user is classified into a plurality of valid segments, the second effect information may be estimated by calculating the number of users belonging to the valid segment without duplicating the first user.

This makes it possible to prevent the first user's purchasing behavior from being redundantly considered in estimating the second effect information. Therefore, an effective segment can be specified while avoiding the influence of the first user from having a large influence on the second effect information. Therefore, it is possible to more accurately identify segments for which the second advertisement is effective.

In the above aspect, the effect information may include the first purchase rate, which is the ratio of the number of users who purchased the product to the number of users of the user terminal that displayed the first advertisement.

In the above aspect, the purchase information may include the number of purchased products, and the effect information may include a second purchase rate, which is the ratio of the number of purchased products to the total number of products purchased by the user of the user terminal that displayed the first advertisement. .

By showing the first purchase rate or the second purchase rate to the computer user, the user can more easily evaluate the effective segment. Therefore, it becomes easier for users to make decisions regarding advertisements.

In the above aspect, the purchase information may include the purchase amount of the product, and the effect information may include the purchase amount per user classified into each of the plurality of segments.

By showing the purchase amount per person to the computer user, the user can more easily evaluate the effective segment. Therefore, it becomes easier for users to make decisions regarding advertisements.

In the above aspect, the effect information may include the ratio of the number of users classified into each of the plurality of segments to the total number of users classified into the plurality of segments.

By showing the percentage of segments to the computer user, the user can more easily evaluate the effective segments. Therefore, it becomes easier for users to make decisions regarding advertisements.

In the above aspect, the product information is first product information, the segment information is first segment information, and the computer stores second product information of a second product purchased by a plurality of users and not associated with the first advertisement. , a reference information acquisition process is further executed to acquire second segment information indicating a plurality of segments to which the user who purchased the second product belongs as reference information, and the effect information generation process is performed based on the purchase information and the reference information. Effect information including information indicating the degree of contribution of the first advertisement to product sales may be generated.

By generating effect information including the purchase information of the second product, it becomes possible for the computer user to more accurately understand the effect of the first advertisement. Therefore, it becomes easier for users to make decisions regarding advertisements.

In the above aspect, the computer performs a classification process that generates label information indicating the classification of each of the plurality of users based on the purchase information, and a correspondence that indicates the correspondence between the segment information and the label information based on the segment information and the label information. A correspondence information generation process for generating information may be further executed.

By associating segment information with label information generated based on purchase information, it is possible to associate the classification of each of a plurality of users with segment information, which would not be classified sufficiently with segment information alone. Thereby, for example, it becomes possible to select segment information based on the label information, and it is possible to more accurately specify the segment in which the second advertisement is effective.

An information processing apparatus according to another aspect of the present invention provides purchase information for acquiring purchase information in which product information of products purchased by a plurality of users is associated with identification information that identifies user terminals of each of the plurality of users. The information acquisition unit selects a plurality of segments to which the user of the user terminal that displayed the first advertisement related to the product belongs, among the plurality of segments in which the plurality of users are classified according to the attributes of each of the plurality of users and associated with identification information. a segment information acquisition unit that acquires segment information indicating a segment; and an effect information generation unit that associates purchase information and segment information based on identification information and generates effect information indicating the effectiveness of the first advertisement in a plurality of segments. and a segment specifying unit that specifies, from among the plurality of segments, an effective segment in which the second advertisement related to the product is effective, based on the effect information and a predetermined condition for the effect.

In a method according to another aspect of the present invention, a computer acquires purchase information in which product information of products purchased by a plurality of users is associated with identification information that identifies user terminals of each of the plurality of users. Among the multiple segments in which multiple users are classified according to their respective attributes and associated with identification information, the multiple segments to which the user of the user terminal that displayed the first advertisement related to the product belongs are classified. (1) associating purchase information with segment information based on the identification information, generating effect information indicating the effectiveness of the first advertisement in a plurality of segments; and identifying an effective segment in which the second advertisement related to the product is effective from among the plurality of segments based on the condition.

According to the present invention, it is possible to provide a program, an information processing device, and a method that can accurately identify segments in which advertisements are effective.

1 is a schematic diagram of an advertisement evaluation system according to the present embodiment. FIG. 2 is a diagram illustrating an outline of processing of the advertisement evaluation system according to the present embodiment. It is a block diagram of each device of an advertisement evaluation system concerning this embodiment. This is an example of information stored in the purchase information management system according to the present embodiment. This is an example of information stored in the advertisement information management system according to the present embodiment. It is a figure explaining the update processing of purchase information concerning this embodiment. FIG. 2 is a diagram illustrating processing for evaluating advertisements and estimating effectiveness according to the present embodiment. It is an example of a transmission screen according to this embodiment. It is an example of the evaluation screen based on this embodiment. It is an example of the evaluation screen based on this embodiment. It is an example of the evaluation screen based on this embodiment. It is an example of the evaluation screen based on this embodiment. It is an example of the evaluation screen based on this embodiment. It is an example of the evaluation screen based on this embodiment. It is an example of an estimated effect screen according to this embodiment.

Preferred embodiments of the present invention will be described with reference to the accompanying drawings. In addition, in each figure, those with the same reference numerals have the same or similar configurations.

FIG. 1 is a block diagram schematically showing an advertisement evaluation system 10 according to the present embodiment. The advertisement evaluation system 10 includes an advertisement evaluation device 101, a purchaser terminal 201, a purchase information management system 301, an advertisement information management system 401, and an evaluator terminal 501. Note that in FIG. 1, only one purchaser terminal 201 is shown for the sake of simplification, but in reality, a plurality of purchaser terminals exist.

In the advertisement evaluation system 10, an advertisement evaluation device 101 performs information processing between a purchase information management system 301, an advertisement information management system 401, and an evaluator terminal 501 that are communicably connected to the advertisement evaluation device 101 through a network N. , is an information processing system that evaluates the effectiveness of advertisements displayed on the purchaser terminal 201.

The network N is realized by, for example, a network such as the Internet, a mobile phone network, a LAN (Local Area Network), or a network combining these.

The advertisement evaluation device 101 is a server device that includes a computer that performs predetermined processing by executing a predetermined program.

The purchaser terminal 201 is, for example, an information processing device used by a person (user) who views advertisements or purchases products, and is a smartphone, a tablet terminal, a personal computer, or the like.

The purchase information management system 301 is, for example, a sales management system managed by a retail store that sells products. The purchase information management system 301 is, for example, information configured by a terminal (point-of-sales terminal, smartphone with a settlement application installed, tablet terminal, etc.) that has the function of making payment at a store and a server connected to the terminal. It is a processing system. Alternatively, the purchase information management system 301 may be an information processing system including a server that manages an electronic commerce site (EC site) on the Internet.

The advertisement information management system 401 manages the provision of advertisements through the network N, for example. The advertising information management system 401 is, for example, an information processing system such as a server that manages an ad network and displays advertisements in advertising spaces within a screen distributed through the network N. Alternatively, the advertisement information management system 401 displays an advertisement in an advertisement space on the screen (for example, a web page or an application) of the purchaser terminal 201 through the network N, for example, through a DSP (Demand Side Platform) and an SSP (Supply Side Platform). This is an information processing system such as a server.

Additionally, the advertisement information management system 401 manages identification information that identifies each of the purchaser terminals 201 that displayed an advertisement. The identification information is, for example, an advertisement identifier (advertisement ID). An advertisement identifier is information for uniquely identifying a terminal for advertisement.

The advertisement information management system 401 regards an advertisement identifier as one user, and classifies the user into groups according to attributes such as age, hobbies, and the like. For example, the advertising information management system 401 generates advertising identifiers based on demographic data such as the user's gender, age, and income, and psychographic data regarding psychological aspects such as the user's hobbies and preferences. It is associated with groups classified according to psychographic data, etc. Groups based on demographic data, psychographic data, etc. are called segments. The advertisement information management system 401 can provide targeted advertisements such as providing predetermined advertisements to selected segments.

The evaluator terminal 501 is, for example, an information processing device used by an advertiser or an advertisement planner who supports the advertiser's advertisement provision, and is a smartphone, a tablet terminal, a personal computer, or the like.

An overview of information processing by the advertisement evaluation system 10 will be explained with reference to FIG. 2.

In step (A), a promotion measure C for a certain product P is determined. At least one advertisement including, for example, advertisement AD of product P is associated with policy C. Information regarding policy C is stored in the policy information DB of the purchase information management system 301, for example.

In step (B), measure C and information on advertisement AD are stored in advertisement information management system 401. Information on policy C and advertisement AD is stored in the advertisement display information DB of advertisement information management system 401. Note that the information on Measure C and Advertisement AD may be stored in the purchase information management system 301 and uploaded to the advertisement information management system 401. It may also be downloaded to the information management system 301.

In step (C), the advertisement AD is distributed to the purchaser terminal 201 through the advertisement information management system 401. The advertisement AD is displayed in an advertisement space ADS provided on a web page displayed on the web browser, for example, when the terminal D1 corresponding to the purchaser terminal 201 starts up the web browser. Note that the advertising space ADS is provided not only within the web page but also within the display area of various applications executed on the purchaser terminal 201. The advertisement identifier of the terminal that displayed the advertisement AD is stored in the advertisement information management system 401. For example, in FIG. 2, in the advertisement display information DB, the advertisement identifier of the terminal D1 and the advertisement identifier of the terminal D2 ("terminal D1" and "terminal D2" in the figure) are used as the advertisement identifiers of the terminals that displayed the advertisement AD in measure C. ) is stored in association with policy C and advertisement AD.

In step (D), the user U of the terminal D1 views the advertisement AD displayed on the terminal D1.

If the advertisement AD contributes to the user's purchasing behavior, the user purchases the product P in step (E). When the product P is purchased, the advertiser (seller) obtains the advertising identifier of the terminal D1, for example, through a dedicated application stored in the terminal D1. For example, when a two-dimensional barcode is read by a store terminal MD that displays a two-dimensional barcode on the terminal D1 through an application that manages point allocation according to purchase amount, number of purchases, etc., the advertising identifier of the terminal D1 is obtained. Note that the store terminal MD is a terminal that has a function of making payments at the store.

In step (F), purchase information including information indicating the product P, the advertising identifier of the purchasing user's terminal, and information indicating the sales of the product P is transferred from the store terminal MD to the purchase information management system 301 through the network. Sent. The transmitted information is stored in the purchase information DB of the purchase information management system 301. For example, when user U operates terminal D1 and uses a dedicated application or web browser to purchase product P through an EC site, purchase information management system 301 directly acquires the advertising identifier from terminal D1. It's okay. Further, information on the product P and information on sales may also be acquired without going through the store terminal MD.

For example, in the purchase information DB in FIG. 2, product P is purchased by terminals identified by advertising identifiers "terminal D1" and "terminal D2", and the respective sales are "sales X" and "sales Y". An example of a case is shown.

Through the processing from steps (A) to (F), it is stored that the user who viewed the advertisement AD actually purchased the product P.

Next, the evaluator terminal 501 communicates with the advertisement evaluation device 101 and the purchase information management system 301 to evaluate the advertisement AD. In step (G), the evaluator terminal 501 acquires the purchase information stored in the purchase information DB and the policy information stored in the policy information DB from the purchase information management system 301.

In step (H), the evaluator terminal 501 uploads policy information to the advertisement evaluation device 101.

In step (I), the advertisement evaluation device 101 accesses the advertisement information management system 401 and selects an advertisement identifier stored in the purchase information DB that is specified based on the policy information and the advertisement identifier stored in the purchase information DB. Among them, a request for segment information associated with the advertisement identifier of the terminal that displayed the advertisement AD is transmitted. At this time, in addition to the segment information, the advertisement identifier of the terminal that displayed the advertisement AD may also be acquired.

In step (J), the segment (segment information) associated with the advertisement identifier of the terminal that displayed the advertisement AD is transmitted from the advertisement information management system 401 to the advertisement evaluation device 101. The segment information acquired by the advertisement evaluation device 101 includes a segment associated with the advertisement identifier of the terminal used to display the advertisement AD and purchase the product P. This segment is identified in the advertising information management system 401 by comparing the advertising identifier stored in the purchase information DB with the advertising identifier of the terminal that displayed the advertising AD.

The advertisement evaluation device 101 can aggregate sales by segment based on purchase information and segment information. In this way, the effectiveness of advertising for each segment is calculated.
For example, in order to measure the effect of advertisements on segment S1, an advertisement identifier of a terminal associated with segment S1 is extracted in the segment information. Next, based on the extracted advertisement identifier, the sales of the product P in the purchase information are specified, and the effectiveness is calculated.
In the example of FIG. 2, segment S1 is associated with sales X of terminal D1, which is associated with segment S1 in the segment information. Based on the sales X of segment S1, the effect P of advertising AD on segment S1 is calculated. Similarly, effects Q and R are calculated for segments S2 and S3, respectively.

In step (K), the advertisement evaluation device 101 transmits evaluation information indicating the evaluation of each segment to the evaluator terminal 501 based on the effectiveness of the advertisement AD. The evaluation information includes, for example, information indicating that a segment whose effect satisfies a predetermined condition is an effective segment. FIG. 2 shows an example in which segment S1 is a valid segment.

In the advertisement evaluation system 10, by including the advertisement identifier in the purchase information of the product P, it is possible to specify the advertisement identifier of the terminal that actually purchased the product P and the advertisement identifier of the terminal that displayed the advertisement AD. By measuring the effect of advertising AD on the segment associated with this identified advertising identifier, segments for which advertising AD is effective are identified.

The advertisement evaluation system 10 is utilized, for example, as follows. Here, it is assumed that promotion using advertising AD is carried out twice. In the first promotion, no segment is selected and advertising AD is provided to any segment. At this time, the budget for providing advertising AD is small, and advertising activities are carried out on a small scale. Thereafter, advertisers, advertising planners, and the like use the advertising evaluation system 10 to identify segments for which advertising AD is effective. In the second promotion, target the segments that are valid and provide advertisements. This makes it possible to provide advertisements to segments where purchases are likely to be promoted or to newly discovered segments.

Note that the effective segment in which the advertisement is identified as being effective does not necessarily indicate the same evaluation for the advertisement as the advertisement AD. For example, when an effective segment is identified by the evaluation of advertisement AD1 (first advertisement) for product P, advertisement AD2 (second advertisement) for similar product P can also be viewed as an effective segment. For example, in the above example, the advertisement AD used in the first promotion does not necessarily need to be used in the second promotion, and other advertisements may be used as long as they are related to similar products. .

Additionally, the advertisement evaluation system 10 may omit the step of transmitting a request for segment information to the advertisement information management system 401 through the processing in step (I). In this case, segment information associated with the advertisement identifier of the terminal that displayed the advertisement AD is acquired from the advertisement information management system 401 without a request. In other words, depending on the method of providing segment information by the advertising information management system 401, the necessity of the process in step (I) changes. For example, the advertisement information management system 401 may transmit segment information to the advertisement evaluation device 101 at any timing without requesting a request from the advertisement evaluation device 101. Also, in this case, the advertisement identifier of the terminal that displayed the advertisement AD is also acquired. In this case, a segment associated with the advertising identifier of the terminal that only displayed the advertising AD and a segment associated with the advertising identifier of the terminal that displayed the advertising AD and was used to purchase the product P are acquired as segment information. Ru. The advertisement evaluation device 101 compares the advertisement identifier stored in the purchase information DB with the advertisement identifier of the terminal that displayed the advertisement AD, and associates the advertisement AD with the advertisement identifier of the terminal used to display the advertisement AD and purchase the product P. Identify the segment that will be used.

In FIG. 2 and the subsequent embodiments, the purchase information DB and the policy information DB are provided separately in the purchase information management system 301, but they may be managed centrally in one database. Further, in the advertisement information management system 401, the advertisement display information DB and the segment DB are provided separately, but they may be managed centrally in one database.

With reference to FIG. 3, the configurations of the advertisement evaluation device 101, purchaser terminal 201, purchase information management system 301, advertisement information management system 401, and evaluator terminal 501 will be described. Each part of the advertisement evaluation device 101, purchaser terminal 201, purchase information management system 301, advertisement information management system 401, and evaluator terminal 501 uses storage areas such as memory in their respective terminals, devices, or systems. This can be realized by a processor executing a program stored in the area.

The advertisement evaluation device 101 will be explained below.The advertisement evaluation device 101 includes a storage section 1011, a communication section 1012, a purchase information acquisition section 1013, a segment information acquisition section 1014, an effect information generation section 1015, a segment identification section 1016, and an effect information estimation section 1017. , a reference information acquisition unit 1018, a classification unit 1019, and a correspondence information generation unit 1020.

The storage unit 1011 stores various types of information used in processing by the advertisement evaluation device 101.

The communication unit 1012 controls communication between the advertisement evaluation device 101 and the outside including the purchase information management system 301, the advertisement information management system 401, and the evaluator terminal 501 through the network N.

The purchase information acquisition unit 1013 acquires purchase information in which product information of products purchased by multiple users is associated with identification information that identifies the user terminals of each of the multiple users. The purchase information acquisition unit 1013 acquires purchase information stored in the purchase information management system 301, for example, through the evaluator terminal 501. Alternatively, the purchase information acquisition unit 1013 may directly communicate with the purchase information management system 301 and acquire purchase information stored in the purchase information management system 301.

FIG. 4 shows an example of purchase information in the purchase information management system 301. The purchase information is stored in the purchase information DB 3012 in the storage unit 3011 of the purchase information management system 301. The purchase information includes items such as "product name", "product ID", "product unit price", "purchase quantity", and "advertisement identifier".

The item "Product Name" stores the name of the product. The item “Product ID” stores information that identifies each product. The product ID is, for example, GTIN (Global Trade Item Number), which is a code that identifies the business operator and the product. In Japan, JAN code (Japanese Article Number) is used. The unit price of the product is stored in the item “product unit price”. For example, in the example in Figure 3, the unit price of product P with product ID "X...11" is 3,100 yen, and the unit price of product Q with product ID "Y...11" is 2,500 yen. be. The item "Purchased Quantity" stores the number of products purchased by the user. An advertisement identifier acquired at the time of purchasing a product is stored in the advertisement of "advertisement identifier". In the example of FIG. 3, it is stored that the user identified by the advertising identifier "D001" purchased two products P, and the user identified by the advertising identifier "D002" purchased one product P. Ru. Note that the purchase information recorded in the purchase information DB 3011 may store the total purchase amount for each purchase.

Additionally, in the storage unit 3011, information indicating products and measures for promoting the products is stored as policy information in the policy information DB 3013. The policy information includes the following items: "Policy Name", "Policy ID", and "Target Product". In the "Policy Name" and "Policy ID" items, the name of the policy and information for identifying the policy are recorded. The item "Target product" stores information about the product to be advertised in the policy. For example, a product name or product ID may be stored in this item. For example, an advertisement name is stored in the "target advertisement" item. In the example of FIG. 4, a policy whose "policy name" is campaign A and whose "policy ID" is CP001 is provided for the promotion of product P, which is the "target product." In campaign A, advertisements including advertisement A and advertisement B are used as "target advertisements."

The segment information acquisition unit 1014 further acquires policy information through the evaluator terminal 501, and based on the policy information, identifies the plurality of segments to which the user of the user terminal that displayed the advertisement related to the product belongs, among the plurality of segments. Obtain segment information indicating. Specifically, the segment information acquisition unit 1014 refers to the segment information stored in the advertisement information management system 401 based on the advertisement identifier included in the purchase information, and identifies the terminal of the user who purchased the product and the product. Obtain the segment associated with the advertising identifier of the device that displayed the advertisement for. Note that the segment information acquisition unit 1014 may directly communicate with the purchase information management system 301 and acquire policy information stored in the purchase information management system 301.

FIG. 5 shows an example of advertisement display information and segment information stored in the advertisement information management system 401. The advertisement display information has the following items: "Policy Name", "Policy ID", "Target Advertisement", and "Advertisement Identifier". The same information as the information stored in the policy information DB 3013 is stored in the "Policy Name" and "Policy ID" items. For example, an advertisement name is stored in the "target advertisement" item. The “advertisement identifier” item stores an ad identifier acquired when the ad information management system 401 displays an ad on the purchaser terminal 201. In the example of FIG. 5, an example is shown in which advertisement A, which is a target advertisement included in campaign A, is displayed on the purchaser terminal 201 having advertisement identifiers D001, D002, and D003.

The segment information has items of "advertisement identifier", "segment", "parent segment", and "segment ID". The “advertisement identifier” item stores the ad identifier of the terminal on which the ad was displayed through the ad information management system 401. The "segment" item stores the segment to which the user who has the terminal identified by the advertisement identifier belongs. The "parent segment" item stores a segment that is a superordinate concept of "segment." The "Segment ID" item shows information that identifies individual segments.

In the example in Figure 5, a user who has a terminal with an "advertisement identifier" of D001 is a "game enthusiast," "motorcycle (used car)," "average annual income (50% or less)," "has children," and "rental." ” segment. Here, the segments "Game Mania" and "Motorcycle (Used Car)" are associated with the parent segments "Game Fan" and "Motorcycle," respectively. Here, the segment "Game Mania" means that the target user is an avid fan of games, and the segment "Bike (Used Car)" means that the target user is interested in used motorcycles. do. Each segment is associated with a parent segment called "game fan," which means someone who likes games, and a parent segment, "motorcycle," which means someone who likes motorcycles, as superordinate concepts.

The segments "game mania", "motorcycle (used car)", "game fan", and "motorcycle" are psychographic data indicating the user's hobbies and preferences. The segments "average annual income (50% or less)", "with children", and "rental" are demographic data indicating gender, age, income, housing type, etc. In classification based on psychographic data, it is possible for certain users to be classified into overlapping segments, such as dog lovers and cat lovers, whereas in classification based on demographic data, certain users may be classified into overlapping segments due to their nature. Not classified into segments. For example, a user in a certain annual income range segment is not classified into another annual income range segment. Psychographic data and demographic data have differences as in the example above.

The segment information acquisition unit 1014 refers to the advertisement display information DB 4012 and segment DB 4013 using the advertisement identifier as a key, and acquires segment information. Note that the segment information includes, for each segment, the total number of terminals (total number of advertisement identifiers) on which the target advertisement was displayed.

The effect information generation unit 1015 associates the purchase information with the segment information and generates effect information indicating the effect of the advertisement in each of the plurality of segments. The effect information is expressed as, for example, purchase amount per person, purchase rate (quantity basis), purchase rate (number of people basis), segment ratio, and CPM (Cost Per Mille) adjustment ratio.

The purchase amount per person is the purchase amount of the target product per user in each segment. The purchase rate (quantity based) is calculated by multiplying the number of users who purchased a product after viewing the advertisement by the number of each purchase, divided by the total number of users who viewed the advertisement. The purchase rate (based on the number of people) is calculated by dividing the number of users who purchased a product after viewing the advertisement by the total number of users who viewed the advertisement. The segment ratio is the ratio of the number of users belonging to a certain segment to the total number of users in all segments. The CPM adjustment ratio (recommended value) is a recommended value of the degree of increase in advertising costs, which is calculated based on the purchase rate and the like. For example, the CPM adjustment ratio is information indicating how much the CPM should be adjusted when advertising a similar product again.

The segment specifying unit 1016 specifies, from among the plurality of segments, an effective segment in which a product-related advertisement is effective, based on the effect information and predetermined conditions for the effect. The segment specifying unit 1016 calculates, for example, an average purchase rate that is an average value of purchase rates in all segments, and calculates a confidence interval of the average purchase rate. Next, the segment specifying unit 1016 calculates a confidence interval for the purchase rate of each segment. The segment identification unit 1016 determines that a segment is a valid segment when the lower limit of the confidence interval of a certain segment is greater than the upper limit of the confidence interval of the average purchase rate.

Furthermore, if the upper limit of the confidence interval for a certain segment is smaller than the lower limit of the confidence interval for the average purchase rate, the segment identification unit 1016 may determine that the segment is an ineffective segment that is not suitable for providing advertisements. good. Furthermore, the segment specifying unit 1016 may determine that segments whose confidence intervals overlap are neutral segments. Ineffective segments and neutral segments can also be referred to as comparison segments for comparison with effective segments.

Furthermore, the segment specifying unit 1016 may specify effective segments based on absolute conditions regarding effectiveness, rather than conditions relative to the average of all segments. For example, if a certain segment exceeds a predetermined purchase rate, the segment specifying unit 1016 may designate the segment as a valid segment.

By specifying effective segments based on relative conditions such as the difference in confidence intervals between all segments and each segment, it is possible to distinguish between the promotional effect of the advertisement itself and the suitability of the segment. If the content of the advertisement is difficult to encourage consumer purchasing behavior, no segments may be identified if effective segments are identified based on absolute criteria for effectiveness. For example, when a segment with a purchase rate equal to or higher than a predetermined value is defined as a valid segment, the valid segment may not be identified because the purchase rate of any segment is low. In this case, the user cannot grasp the difference between each segment. On the other hand, if it is based on a relative criterion for effectiveness, the effectiveness of the advertisement itself is less affected, so effective segments can be more appropriately identified, and users can understand the differences between segments. .

Based on the effect information and the effective segment, the effect information estimation unit 1017 generates estimated effect information indicating the effect of the advertisement when displaying the advertisement on each user terminal of a plurality of users classified into the effective segment. (second effect information). The estimated effect information is expressed as, for example, an optimal segment purchase rate, a target segment purchase rate, an excluded segment purchase rate, a standard benchmark purchase rate, an expected maximum lift value ratio, and a selected segment ratio.

The optimal segment purchase rate is the purchase rate in the valid segment when users belonging to the ineffective segment are excluded from the total number of users when calculating the purchase rate. The target segment purchase rate is the average value of the purchase rates of valid segments. The excluded segment purchase rate is the average value of the purchase rates of ineffective segments. The standard benchmark purchase rate is the average purchase rate of all segments. The expected maximum lift value ratio is a value calculated based on a predetermined calculation method to determine the degree of increase in sales. The selected segment ratio is the ratio of segments for which effect information is estimated to all segments.

When a certain user is classified into multiple valid segments, the effect information estimation unit 1017 calculates the number of users belonging to the valid segment without counting the users twice, and then estimates the effect information. do.

The reference information acquisition unit 1018 acquires, as reference information, product information of a product that is not an advertisement target and that has been purchased by a plurality of users, and segment information that indicates a plurality of segments to which the users who have purchased the product belong. The reference information acquisition unit 1018 refers to the purchase information management system 301 and acquires purchase information regarding a product (second product) that is not an advertisement target. The reference information acquisition unit 1018 refers to the advertisement information management system 401 and obtains information ( second segment information).

Based on the reference information acquired by the reference information acquisition unit 1018, the effect information generation unit 1015 may generate information indicating the degree of contribution of the advertisement to the sales of the product. For example, the effect information generation unit 1015 may calculate, as effect information, an index called a sales index, in which the degree of sales of a product is calculated based on a predetermined standard, for each of advertised products and non-advertised products. . The effect information includes the sales index itself, the difference between the sales indexes, and the like.

The classification unit 1019 generates label information indicating the classification of each of the plurality of users based on the purchase information. The classification unit 1019 performs clustering and labels users, for example. The classification method for label information may be different from the classification method for segment information. The correspondence information generation unit 1020 generates correspondence information indicating the correspondence between segment information and label information based on the segment information and label information. The correspondence information generation unit 1020 associates label information and segment information that are classified differently.

The purchaser terminal 201 will be explained. The purchaser terminal 201 includes a storage section 2011, a display section 2014, a communication section 2015, and a control section 2016. The storage unit 2011 stores an advertisement ID 2012 of the purchaser terminal 201. Furthermore, the storage unit 2011 stores an application 2013. The application 2013 is, for example, a web browser for Internet browsing, a dedicated application for a retail store to manage things such as giving points to users, and the like. The display unit 2014 is, for example, a display. The communication unit 2015 controls communication between the purchaser terminal 201 and the outside. The control unit 2016 controls various information processing in the purchaser terminal 201.

The purchase information management system 301 will be explained. The purchase information management system 301 includes a storage section 3011, a communication section 3014, and a control section 3015. The storage unit 3011 includes the above-mentioned purchase information DB 3012 and policy information DB 3013. The communication unit 3014 controls communication between the purchase information management system 301 and the outside. The control unit 3015 controls various information processing in the purchase information management system 301.

The advertisement information management system 401 will be explained. Advertisement information management system 401 includes a storage section 4011, a communication section 4014, and a control section 4015. The storage unit 4011 includes the above-mentioned advertisement display information DB 4012 and segment DB 4013. The communication unit 4014 controls communication between the advertisement information management system 401 and the outside. A control unit 4015 controls various information processing in the advertisement information management system 401.

The evaluator terminal 501 will be explained. The evaluator terminal 501 includes a storage section 5011, a display section 5012, a communication section 5013, and a control section 5014. The storage unit 5011 stores various types of information used in processing at the evaluator terminal 501. The display unit 5012 is a display of the evaluator terminal 501. The communication unit 5013 controls communication between the evaluator terminal 501 and the outside. The control unit 5014 controls various information processing in the evaluator terminal 501.

Information processing in the advertisement evaluation system 10 will be explained with reference to FIG. 6. In FIG. 6, a process from displaying an advertisement to the user to updating purchase information due to actual purchase will be explained.

In step S601, the evaluator terminal 501 generates policy information. This is done, for example, by an advertiser or advertising planner creating an advertisement for a product.

In step S602, the evaluator terminal 501 transmits policy information to the advertising information management system 401. Note that the policy information may be created, for example, by a policy generation service provided by the advertising information management system 401, and in that case, the policy information is created by operating the advertising information management system 401 through the evaluator terminal 501. It is recorded in the management system 401.

In step S603, the advertisement information management system 401 generates advertisement display information and updates the advertisement display information DB 4012.

For example, when the purchaser terminal 201 visits a certain website, an advertisement is sent from the advertisement information management system 401 to the purchaser terminal 201 in step S604.

In step S605, an advertisement is displayed on the display unit 2014 of the purchaser terminal 201.

In step S606, the advertisement information management system 401 acquires the advertisement identifier of the purchaser terminal 201 that displayed the advertisement from the purchaser terminal 201.

In step S607, the advertisement information management system 401 updates the advertisement display information in the advertisement display information DB 4012 based on the displayed advertisement and the acquired advertisement identifier.

In step S608, the purchaser terminal 201 displays a purchase record screen. For example, when the user of the purchaser terminal 201 starts the application 2013 when purchasing a product at a physical store, a purchase record screen is displayed. The purchase record screen is, for example, a screen that can be read by a store terminal and displays a barcode for identifying the user.

In step S609, the purchase information management system 301 acquires the purchase record and advertisement identifier of a certain product from the purchaser terminal 201, for example, by reading the purchase record and purchase record screen of a certain product using a store terminal. The purchase record includes information such as product name, product ID, product unit price, and number of purchased items.

In step S610, the purchase information management system 301 updates the purchase information based on the purchase record and the advertisement identifier.

Information processing in the advertisement evaluation system 10 will be explained with reference to FIG. 7. In FIG. 7, calculation of the effect of an advertisement and estimation of the effect will be explained based on the segment of the terminal that displayed the advertisement and purchase information.

In step S701, the evaluator terminal 501 acquires purchase information from the purchase information management system 301.

In step S702, the evaluator terminal 501 transmits policy information and purchase information to the advertisement evaluation device 101. FIG. 8 shows an example of a transmission screen 801 for policy information and purchase information that is displayed on the evaluator terminal 501 by the purchase information acquisition unit 1013.

The transmission screen 801 has input fields 8011, 8012, 8013, 8014, 8015, 8016, 8017, 8018 and an extraction execution button 8019.

In the input field 8011, information about the retail store where the purchase information is recorded is input. In the input field 8012, the name of the policy from which the segment is to be extracted is input. In the input field 8013, the policy ID of the policy from which the segment is to be extracted is input. The start date and end date of the extraction period are entered in input fields 8014 and 8015. By setting the extraction period, it is possible to extract segments associated with advertisement identifiers of terminals that have come into contact with advertisements within the period. In the input field 8017, information regarding target products in the policy is input. For example, in the input field 8017, the JAN code of the target product is input. In the input field 8018, information regarding a product that is not an advertisement target and whose purchase information and segment information are acquired by the reference information acquisition unit 1018 is input.

When the user selects the extraction execution button 8019 by clicking or tapping after information is input into each input field, the policy information and purchase information are transmitted to the advertisement evaluation device 101.

In step S703, the segment information acquisition unit 1014 transmits the acquired policy information to the advertising information management system 401.

In step S704, the advertisement information management system 401 extracts the segment of the terminal that displayed the advertisement based on the policy information and generates segment information.

In step S705, the segment information acquisition unit 1014 acquires segment information from the advertising information management system 401.

In step S706, the effect information generation unit 1015 associates the purchase information and segment information based on the advertisement identifier included in the purchase information, and generates effect information indicating the effect of the advertisement for each segment.

In step S707, the segment identifying unit 1016 identifies valid segments based on predetermined conditions.

In step S708, the segment identification unit 1016 transmits the segment evaluation results to the evaluator terminal 501.

In step S709, the segment evaluation results are displayed on the evaluator terminal 501.

9 to 14 are evaluation screens 901, 1001, 1101, 1201, 1301, and 1401 that display segment evaluation results for each segment.

The evaluation screen 901 is a screen that displays evaluation results of segments related to affinity (hobbies and preferences). In the effect display area 902 of the evaluation screen 901, the effects of the segments and the effective segments are displayed in a distinguishable manner.

The table in the effect display area 902 includes "Segment ID", "Estimate calculation target", "Recommended target", "Segment", "Parent segment", "Gender", "Purchase amount per person", "Purchase rate" (Quantity based),” “Purchasing rate (number of people based),” “Sales index,” “Sales index difference,” “Segment ratio,” and “CPM adjustment ratio.” Information regarding the segment is displayed in "Segment ID," "Segment," "Parent Segment," and "Gender," respectively.

Items of "Purchase amount per person", "Purchase rate (quantity base)", "Purchase rate (number of people base)", "Sales index", "Sales index difference", "Segment ratio", and "CPM adjustment ratio" The effect information generated by the effect information generation unit 1015 is displayed respectively.

The item "Estimation Calculation Target Applicability" displays whether the segment is a target segment for effect estimation by the effect information estimating unit 1017. Further, in the "recommended target" item, information indicating whether the segment is a valid segment is displayed by the segment specifying unit 1016. The item "Subject to estimate calculation" can be interactively switched between "target" and "non-target" by the user of the evaluator terminal 501 by operating the button BT. In response to a switching input from the evaluator terminal 501, the advertisement evaluation device 101 stores whether or not the segment is a condition for estimating the effect by the effect information estimating unit 1017. In the case of a valid segment that is "targeting recommended" in the "recommended target" item, the "estimate calculation target" item indicates that the segment is a condition for estimating the effect by the effect information estimating unit 1017. may be automatically stored. For example, for a segment with a "segment ID" of 20524, the "recommended target" is displayed as "targeting recommendation", but the "estimate calculation target eligibility" is set to "not target".

In FIG. 9, for example, for the segment whose "segment ID" is 20520, "estimate calculation target suitability" is "target" and "recommended target" is displayed as "targeting recommendation".

· In the segment whose “segment ID” is 20520, the “segment” is “game mania” and the “parent segment” is “game fan”. Also, "gender" is "female". Based on the purchase information, "purchase amount per person", "purchase rate (quantity base)", "purchase rate (number of people base)", "segment ratio", and "CPM adjustment ratio" are calculated. Furthermore, a "sales index" and a "sales index difference" are displayed, respectively, based on the purchase information and reference information. Here, the "sales index difference" is displayed as "-56" because the sales index of the product being compared is the value (105) that is obtained by subtracting 56 from the sales index of the target product "161". It means something.

The evaluation screen 901 has tabs T1, T2, T3, T4, and T5. " is displayed. The user of the evaluator terminal 501 can display the evaluation screens 901, 1001, 1101, 1201, and 1301 by performing an operation to switch each tab.

FIG. 10 shows an evaluation screen 1001 regarding segments related to purchase intention. The evaluation screen 1001 has an effect display area 1002. Segments related to purchase intentions include, for example, "shopping on Black Friday," "motorcycle (used car)," "manufacturer X," and the like. Each segment has its respective parent segments "Game Fans," "Motorcycles," and "Automobiles (by Manufacturer)." The same effect as the evaluation screen 901 is displayed on the evaluation screen 1001 as well. Note that some of the effects are omitted from illustration.

Furthermore, a segment displayed as "no significant difference" in the "recommended target" item is a segment that has been determined as an ineffective segment by the segment specifying unit 1016. In this case, the item "Estimation Calculation Target Applicability" automatically stores that the segment is a segment that does not meet the conditions for effect estimation by the effect information estimating unit 1017.

FIG. 11 shows an evaluation screen 1101 regarding segments of household annual income. The evaluation screen 1101 has an effect display area 1102. FIG. 12 shows an evaluation screen 1201 regarding the child presence/absence segment. The evaluation screen 1201 has an effect display area 1202.

In these evaluation screens 1101 and 1201, “No significant difference” is displayed in the “Recommended target” item, and “Estimation calculation target eligibility” is displayed if the segment is estimated by the effect information estimating unit 1017. Segments that do not meet the conditions are displayed with priority. This is because the classification method does not allow users based on their annual household income or whether they have children to be classified into overlapping segments. For example, if a certain annual household income segment is recommended for targeting, other annual household income segments will be excluded. As a result, the number of users considered when the effect information estimating unit 1017 estimates the effect becomes extremely small. Since this leads to a decrease in estimation accuracy, for segments in which a certain user is not classified into overlapping segments, the segment identification unit 1016 preferentially displays segments that are not eligible for estimation calculation. The evaluation screens 1101 and 1201 are displayed on the evaluator terminal 501 so that the evaluation screens 1101 and 1201 are displayed on the evaluator terminal 501.

FIG. 13 shows an evaluation screen 1301 regarding detailed user attribute segments. Segments related to purchase intentions include, for example, a "rental" segment related to housing type, and more detailed segments related to family structure such as "with children (4- to 5-year-old kindergarteners)" and "single." The same effect as the evaluation screen 901 is displayed on the evaluation screen 1301 as well.

The user of the evaluator terminal 501 performs an operation to switch each tab to display the evaluation screens 901, 1001, 1101, 1201, and 1301, and sets the "estimate calculation target eligibility" of each segment to "target" or "non-target". and set.

When the user of the evaluator terminal 501 selects the button 1903 in FIG. 13, the evaluation screen 1401 shown in FIG. 14 is displayed on the evaluator terminal 501. The evaluation screen 1401 includes an effect display area 1402 in which the effects of segments whose "estimate calculation target suitability" is set to "target" are displayed.

When the user of the evaluator terminal 501 confirms the selected segment and selects the button 1403 labeled "Execute effect estimation," in step S710, the evaluator terminal 501 performs an advertisement evaluation. Information indicating the segment to be estimated is transmitted to the device 101. The estimation target segment is a segment whose "estimate calculation target suitability" is set to "target".

In step S711, the effect information estimating unit 1017 estimates effect information indicating the effectiveness of the advertisement in the estimation target segment based on the purchase information and the estimation target segment.

In step S712, the effect information estimation unit 1017 transmits the estimated effect information to the evaluator terminal 501.

In step S713, the estimated effect information is displayed on the evaluator terminal 501. FIG. 15 shows an example of an estimation result screen 1501 on which estimated effect information is displayed.
The estimation result screen 1501 has an estimation result display area 1502. The table in the estimation result display area 1502 includes "estimate ID", "optimal segment purchase rate", "target segment purchase rate", "excluded segment purchase rate", "standard benchmark purchase rate", "maximum lift value expected percentage", and “selected segment ratio”. “Estimate ID” is information that identifies each estimation result. In addition, each information of "optimal segment purchasing rate", "target segment purchasing rate", "excluded segment purchasing rate", "standard benchmark purchasing rate", "maximum lift value expected ratio", and "selected segment ratio" This is information calculated by the information estimation unit 1017.

In the example in Figure 15, the "optimal segment purchase rate", "target segment purchase rate", and "excluded segment purchase rate" are "2.54%", "1.5%", and "0.67%", respectively. be. The "target segment purchase rate" being "1.5%" means that the average purchase rate of the valid segments is 1.5%. "Target segment purchase rate" is information on which the second effect of the advertisement is estimated (first estimated effect) when the advertisement is displayed on the effective segment. Furthermore, the fact that the "excluded segment purchase rate" is "0.67%" means that the average purchase rate of ineffective segments is 0.67%.

The fact that the "optimal segment purchase rate" is "2.54%" means that the average purchase rate for valid segments is 2.54% when ineffective segments are excluded from all segments. The "optimal segment purchase rate" is the purchase rate when effective segments are targeted, and is information indicating the improvement in advertising effectiveness due to targeting. In other words, the "optimal segment purchase rate" is information on which the effect (second estimated effect) of providing advertisements to multiple segments (comparison segments) that are not classified as valid segments is estimated. The user of the evaluator terminal 501 can compare the effectiveness of targeting by comparing the "optimal segment purchase rate" and the "target segment purchase rate."

In the example of FIG. 15, the "standard benchmark purchase rate", "maximum lift value expected percentage", and "selected segment ratio" are "1.01%", "251pt", and "35.15%", respectively. The fact that the "standard benchmark purchase rate" is "1.01%" is the purchase rate when the denominator is the entire segment to which the terminal that displayed the advertisement belongs. This number shows the purchase rate without targeting. The "maximum lift value expected ratio" is information that is calculated based on a predetermined standard and indicates the effect of advertising when no targeting is performed and when targeting is performed to the optimal segment. The larger the value of "expected maximum lift value ratio", the greater the targeting effect. The "selected segment ratio" is "35.15%", which is a relatively large value. Therefore, it is shown that not too many segments are limited and that high advertising effectiveness can be provided to a wider target.

As described above, in the advertisement evaluation system 10, in the first promotion, no segment is selected and advertisement AD is provided to any segment, and then a segment for which the advertisement is effective is identified, The estimated value of the effect is displayed on the estimation result screen 1501. During the second promotion, you can target and serve ads to the segments that are valid. This makes it possible to provide advertisements to segments where purchases are likely to be promoted or to newly discovered segments.

The program described in the first embodiment can be stored in a storage medium. The storage medium storing the program may be a non-transitory computer readable medium. The non-temporary storage medium is not particularly limited, and may be, for example, a storage medium such as a USB memory.

The embodiments described above are intended to facilitate understanding of the present invention, and are not intended to be interpreted as limiting the present invention. Each element included in the embodiment, as well as its arrangement, conditions, shape, size, etc., are not limited to those illustrated, and can be changed as appropriate. Further, it is possible to partially replace or combine the structures shown in different embodiments.

DESCRIPTION OF SYMBOLS 10... Advertisement evaluation system, 101... Advertisement evaluation device, 1011... Storage unit, 1012... Communication unit, 1013... Purchase information acquisition unit, 1014... Segment information acquisition unit, 1015... Effect information generation unit, 1016... Segment identification unit, 1017 ...Efficacy information estimation unit, 1018...Reference information acquisition unit, 1019...Classification unit, 1020...Correspondence information generation unit, 201...Purchaser terminal, 301...Purchase information management system, 401...Advertisement information management system, 501...Evaluator terminal

Claims (13)

1. to the computer,
   Purchase information acquisition processing that acquires purchase information in which product information of products purchased by a plurality of users is associated with identification information that identifies each user terminal of the plurality of users;
   Among the plurality of segments in which the plurality of users are classified according to the attributes of each of the plurality of users and associated with the identification information, the plurality of segments to which the user of the user terminal that displayed the first advertisement related to the product belongs. Segment information acquisition processing that acquires segment information indicating a segment;
   Effect information generation processing that associates the purchase information with the segment information based on the identification information and generates effect information indicating the effect of the first advertisement in the plurality of segments;
   Segment identification processing that identifies an effective segment in which a second advertisement related to the product is effective among the plurality of segments, based on the effect information and a predetermined condition for the effect;
   A program to run.
2. The program according to claim 1,
   The effect information is first effect information,
   to the computer;
   When displaying the second advertisement on the user terminal of each of the plurality of users classified into the effective segment based on the effect information and the effective segment,
   an effect information estimation process that estimates second effect information indicating the effect of the second advertisement;
   A program that further executes.
3. The program according to claim 2,
   The segment specifying process further specifies an ineffective segment having a smaller effect than the effective segment from among the plurality of segments based on the first effect information and the predetermined condition;
   The effect information estimation process is a program that generates the second effect information based on the first effect information, the valid segment, and the ineffective segment.
4. The program according to claim 2,
   The effect is a first effect,
   The second effect information includes:
   a first estimated effect in which a second effect of the second advertisement is estimated when the second advertisement is displayed on the user terminal of each of the plurality of users classified into the effective segment;
   The second effect is estimated when the second advertisement is displayed on the user terminal of each of the plurality of users classified into a comparison segment including the plurality of segments that are not classified as the effective segment. A program that includes comparison information showing a comparison between two estimated effects.
5. The program according to claim 2,
   The second effect information includes ratio information indicating a ratio of the number of users belonging to the effective segment to the number of users belonging to at least one of the plurality of segments,
   In the effect information estimation process, when a first user among the plurality of users is classified into a plurality of the valid segments, the number of users belonging to the valid segment is calculated without duplicating the first user. A program that calculates and estimates the second effect information.
6. The program according to claim 1,
   The effectiveness information includes a first purchase rate that is a ratio of the number of users who purchased the product to the number of users of the user terminal that displayed the first advertisement.
7. The program according to claim 1,
   The purchase information includes the number of purchased items,
   The effect information includes a second purchase rate that is a ratio of the number of products purchased to the total number of products purchased by the user of the user terminal that displayed the first advertisement.
8. The program according to claim 1,
   The purchase information includes the purchase price of the product,
   The effect information includes a purchase amount per user classified into each of the plurality of segments.
9. The program according to claim 1,
   The program, wherein the effect information includes a ratio of the number of users classified into each of the plurality of segments to the total number of users classified into the plurality of segments.
10. The program according to claim 1,
    The product information is first product information, the segment information is first segment information,
    to the computer;
    Reference information includes second product information of a second product purchased by the plurality of users and which is not associated with the first advertisement, and second segment information indicating the plurality of segments to which the users who purchased the second product belong. Further execute the reference information acquisition process to acquire as
    The effect information generation process is a program that generates the effect information, which is generated based on the purchase information and the reference information, and includes information indicating the degree of contribution of the first advertisement to sales of the product.
11. The program according to claim 1,
    to the computer;
    a classification process that generates label information indicating the classification of each of the plurality of users based on the purchase information;
    The program further causes a program to further execute a correspondence information generation process of generating correspondence information indicating a correspondence between the segment information and the label information based on the segment information and the label information.
12. a purchase information acquisition unit that acquires purchase information in which product information of products purchased by a plurality of users is associated with identification information for identifying each user terminal of the plurality of users;
    Among the plurality of segments in which the plurality of users are classified according to the attributes of each of the plurality of users and associated with the identification information, the plurality of segments to which the user of the user terminal that displayed the first advertisement related to the product belongs. a segment information acquisition unit that acquires segment information indicating a segment;
    an effect information generation unit that associates the purchase information with the segment information based on the identification information and generates effect information indicating the effect of the first advertisement in the plurality of segments;
    a segment identifying unit that identifies an effective segment in which a second advertisement related to the product is effective among the plurality of segments, based on the effect information and a predetermined condition for the effect;
    An information processing device comprising:
13. The computer is
    Obtaining purchase information in which product information of products purchased by a plurality of users is associated with identification information that identifies user terminals of each of the plurality of users;
    Among the plurality of segments in which the plurality of users are classified according to the attributes of each of the plurality of users and associated with the identification information, the plurality of segments to which the user of the user terminal that displayed the first advertisement related to the product belongs. obtaining segment information indicating the segment;
    Associating the purchase information with the segment information based on the identification information and generating effect information indicating the effectiveness of the first advertisement in the plurality of segments;
    Identifying an effective segment in which a second advertisement related to the product is effective among the plurality of segments based on the effect information and a predetermined condition for the effect;
    including methods.

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