Information analysis device, information analysis system, information analysis method and information analysis program

Abstract

To provide an information analysis device, an information analysis system, an information analysis method, and an information analysis program that can efficiently collect data necessary for performing analysis based on information related to advertising expenses, such as calculating advertising effectiveness indicators, in particular collecting information related to advertising expenses.SOLUTION: Provided is an information analysis device for performing analysis related to advertising based on advertising expense information related to advertising expenses, comprising: an advertising expense information acquisition unit for acquiring the advertising expense information from an advertising-related apparatus in which the advertising expense information is accumulated; an achievement information acquisition unit for acquiring achievement information indicating achievements related to a target to be advertised corresponding to the advertising expense information; an information storage unit for storing the advertising expense information acquired by the advertising expense information acquisition unit and the achievement information acquired by the achievement information acquisition unit; and an analysis unit for performing the analysis using the advertising expense information and achievement information stored in the information storage unit.SELECTED DRAWING: Figure 1

Description

[Technical field]

[0001] The present invention relates to an information analysis device, an information analysis system, an information analysis method, and an information analysis program for performing analysis based on information related to advertising expenses. [Background technology]

[0002] In addition to traditional mass media such as television, radio, and newspapers, the spread of the Internet has led to the use of Internet media such as search engines, websites, social media, and video distribution sites as advertising media, which are media that transmit and convey advertisements for products and services to consumers, and the types and scope of advertising media are expanding. Affiliate marketing, one advertising method that is rapidly spreading in Internet media advertising, is becoming more and more popular.

[0003] Affiliate marketing is a performance-based advertising method in which a website or email newsletter posts a link to a company's website, and when a viewer follows the link to register as a member or purchase a product on the company's website, a commission is paid to the media operator of the linking site.

[0004] Advertising requires costs (advertising expenses), and in order to carry out appropriate advertising activities in the expanding world of advertising media, it is becoming increasingly important to have indicators that can confirm the effectiveness of advertising (hereinafter referred to as "advertising effectiveness indicators"). Examples of advertising effectiveness indicators include CPA and ROAS.

[0005] CPA (Cost Per Action, Cost Per Acquisition) is an index that translates to "cost per customer acquisition" and indicates the cost incurred to acquire one conversion, and is calculated by dividing advertising costs by the number of conversions. A conversion refers to the final result obtained on a website, such as purchasing a product, applying for a sample, requesting information, or making an inquiry, and is set appropriately depending on the purpose of the website or business. ROAS (Return On Advertising Spend) is an index that means "return on advertising cost-effectiveness," and indicates the ratio of sales obtained to advertising costs, and is calculated by dividing sales from advertising by advertising costs.

[0006] By calculating the advertising effectiveness index, the effectiveness of the advertisement can be verified numerically, and by tracing the advertising effectiveness index, fluctuations in the effectiveness of the advertisement can be confirmed and countermeasures, etc. Also, by setting a target value for the advertising effectiveness index, it is possible to accurately make decisions on whether to continue the advertisement, etc.

[0007] In order to effectively utilize such advertising effect indexes in advertising activities, various technologies have been proposed. For example, Patent Document 1 proposes a method and system for calculating an index CPA, which is the advertising cost per person of interest, based on the cost required for advertising, the number of media exposures that had the opportunity to come into contact with the advertising medium, and the attention rate, which is the ratio of people who viewed the advertising medium, and evaluating the economic efficiency of the advertising effect based on this index CPA. Patent Document 2 proposes a program or the like that performs analysis of advertising activities by generating correlation information showing the correlation between the advertising viewing situation and the results based on advertising information showing the advertising viewing situation of a product or service and result information showing the results of advertising activities. Patent Document 3 proposes a device or the like that displays user behavior (telephone reservation, web reservation, access to media) for store content (reservation screen, store advertisement, etc.) for each medium so that it can be viewed in a unified manner. [Prior art documents] [Patent documents]

[0008] [Patent Document 1] Japanese Patent Application Publication No. 11-259558 [Patent Document 2] JP 2017-146949 A [Patent Document 3] Patent No. 6736039 Summary of the Invention [Problem to be solved by the invention]

[0009] In order to calculate advertising effectiveness indicators, it is necessary to collect data such as advertising expenses and the number of conversions and sales that are the results of advertising. In recent years, as the types and scope of advertising media, including affiliate marketing, have expanded, the data that needs to be collected is diverse and wide-ranging, and in order to accurately utilize advertising effectiveness indicators, it is necessary to collect data efficiently.

[0010] However, Patent Document 1 does not specifically mention a method of collecting data. In the system described in Patent Document 2, the acquisition of performance information showing the results of advertising activities and cost information related to advertising activities is received from a client server or manually input, so that such information needs to be collected in advance and stored in the client server, and there is a risk of data collection being missed. In the device described in Patent Document 3, the advertising effectiveness index is calculated by acquiring logs from a Web server device that accumulates and stores user actions as logs, so that data on advertising results may be included in the logs, but the method of acquiring advertising costs is unclear.

[0011] The present invention has been made in view of the above-mentioned circumstances, and an object of the present invention is to provide an information analysis device, an information analysis system, an information analysis method, and an information analysis program that are capable of efficiently collecting data necessary for performing analysis based on information related to advertising expenses, such as calculating an advertising effectiveness index, and in particular, collecting information related to advertising expenses. [Means for solving the problem]

[0012] As a result of intensive research aimed at solving the above problems, the present inventors discovered that the following invention meets the above object, and thus completed the present invention.

[0013] That is, the present invention relates to the following inventions. <1> An information analysis device that performs analysis of advertisements based on advertising expense information related to advertising expenses, the information analysis device comprising: an advertising expense information acquisition unit that acquires the advertising expense information from an advertising-related device in which the advertising expense information is accumulated; a performance information acquisition unit that acquires performance information indicating results related to a target of an advertisement corresponding to the advertising expense information; an information storage unit that stores the advertising expense information acquired by the advertising expense information acquisition unit and the performance information acquired by the performance information acquisition unit; and an analysis unit that performs the analysis using the advertising expense information and the performance information stored in the information storage unit. <2> The outcome information acquisition unit acquires the outcome information for a predetermined period at a predetermined time interval that is shorter than the predetermined period. <1> The information analysis device described in <3> The result information acquisition unit acquires the result information from a result management device that holds the result information. <1> or <2> The information analysis device described in <4> The result information acquisition unit includes an individual result information acquisition unit that acquires the result information for each of the result management devices. <3> The information analysis device described in <5> The advertising expense information acquisition unit acquires the advertising expense information for a predetermined period at a predetermined time interval shorter than the predetermined period. <1> from <4> 13. The information analysis apparatus according to claim 12, <6> The advertising expense information acquisition unit includes an individual advertising expense information acquisition unit that acquires the advertising expense information for each of the advertising-related devices. <1> from <5> 13. The information analysis apparatus according to claim 12, <7> <1> from <6> and a terminal device, wherein the analysis unit performs the analysis and generates analysis information, and the terminal device performs display based on at least the analysis information. <8> An information analysis method for performing analysis of advertisements based on advertising expense information related to advertising expenses, the information analysis method comprising: an advertising expense information acquisition step of acquiring the advertising expense information from an advertising-related device in which the advertising expense information is accumulated; an advertising expense information storage step of storing the advertising expense information acquired in the advertising expense information acquisition step; a performance information acquisition step of acquiring performance information indicating results related to a target of an advertisement corresponding to the advertising expense information; a performance information storage step of storing the performance information acquired in the performance information acquisition step; and an analysis step of performing the analysis using the advertising expense information stored in the advertising expense information storage step and the performance information stored in the performance information storage step. <9> On the computer, <8> An information analysis program for executing the information analysis method described above. Effect of the Invention

[0014] According to the information analysis device, information analysis system, information analysis method, and information analysis program of the present invention, advertising expense information is obtained from advertising-related equipment in which the advertising expense information is accumulated, so that advertising expense information can be collected efficiently. [Brief description of the drawings]

[0015] [Figure 1] 1 is a diagram illustrating an example of a configuration of an information analysis system including an information analysis device according to the present invention. [Diagram 2] FIG. 2 is a block diagram illustrating an example of a configuration of an information analysis device. [Diagram 3] 13 is a block diagram showing a configuration example of an advertising expense information acquisition unit. FIG. [Figure 4] 13 is a block diagram showing an example of the configuration of a result information acquisition unit. [Diagram 5] FIG. 2 is an image diagram showing an example of information (time unit) stored in an information storage unit. [Figure 6] FIG. 2 is an image diagram showing an example of information (daily) stored in an information storage unit. [Figure 7] 11 is a flowchart showing an example of the operation of an advertising expense information acquisition unit, a performance information acquisition unit, and an analysis unit. [Figure 8]FIG. 2 is a block diagram showing a configuration example of a terminal device. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0016] In the present invention, information related to advertising expenses (advertising expense information) and information indicating results related to the advertising target (results information) are obtained, and an analysis of advertising (hereinafter referred to as "advertising analysis") is performed using the advertising expense information and the results information.

[0017] Advertising analysis involves, for example, calculating advertising effectiveness indicators such as CPA (Cost Per Action, Cost Per Acquisition) and ROAS (Return On Advertising Spend), which are indicators for conducting appropriate advertising activities. Advertising expense information may include advertising expenses for advertising products, services, etc. to an unspecified number of targets, as well as sales promotion expenses paid to increase sales and promote sales of products, services, etc. Results information is information that indicates the results obtained by advertising, and includes a wide range of information such as the number of orders, the number of new customers, the number of clicks, the number of page views, etc., in addition to the sales of the products, services, etc. that are the subject of advertising.

[0018] In the present invention, advertising expense information is obtained from advertising-related equipment in which the advertising expense information is stored. The present invention targets a wide range of advertising media, including mass media such as television, radio, and newspapers, as well as Internet media such as search engines, websites, social media, and video distribution sites, and advertising expense information is obtained mainly from parties involved in advertising activities for those advertising media.

[0019] For example, advertising expense information is obtained from advertising agencies that carry out advertising activities on behalf of client companies, or ASPs (Affiliate Service Providers) that act as intermediaries between affiliates who earn income through affiliation and advertisers. The advertising-related device obtains such advertising expense information from servers used to manage the advertising expense information. In cases where it is difficult to obtain advertising expense information from parties involved in advertising activities, advertising expense information is obtained by other means.

[0020] In the present invention, it is possible to obtain the result information from a result management device that holds the result information. The result information is obtained, for example, from a cart system, which is a mechanism for selling products and the like on the Internet, or a mall (net mall, online mall, EC mall) in which a plurality of net shops (online shops, EC sites) that sell products and the like on the Internet are gathered on one site. The result management device is a server or the like used to operate the cart system, the mall, or the like. It is also possible to obtain the result information from a tool that measures the result information, or the like.

[0021] In the present invention, it is possible to obtain outcome information for a specified period at a specified time interval shorter than the period. As a result, even if changes such as cancellations or returns occur in previously obtained outcome information, if the time point at which the results of the outcome information occurred falls within the specified period, outcome information reflecting the changes can be obtained.

[0022] For example, if the specified period is 90 days and the specified time interval is 1 day, performance information for results generated at a certain point in time is obtained every day for the next 90 days, so even if changes occur during that time, performance information reflecting those changes can be obtained. This makes it possible to perform advertising analysis using accurate performance information. As for advertising expense information, it is also possible to obtain advertising expense information for a specified period at a specified time interval that is shorter than that period, so that advertising analysis can be performed using accurate advertising expense information.

[0023] The present invention may be realized as an information analysis device that performs the above-mentioned processing, or as an information analysis system that includes a terminal device that performs display based on analysis information generated by advertisement analysis in addition to the information analysis device, or as an information analysis method that performs the above-mentioned processing, or as an information analysis program that causes a computer to execute the information analysis method.

[0024] For example, the information analysis method of the present invention is an information analysis method for performing analysis of advertisements based on advertising expense information related to advertising expenses, and includes an advertising expense information acquisition step of acquiring the advertising expense information from an advertising-related device in which the advertising expense information is accumulated, an advertising expense information storage step of storing the advertising expense information acquired in the advertising expense information acquisition step, a performance information acquisition step of acquiring performance information indicating results related to the target of the advertisement corresponding to the advertising expense information, a performance information storage step of storing the performance information acquired in the performance information acquisition step, and an analysis step of performing the analysis using the advertising expense information stored in the advertising expense information storage step and the performance information stored in the performance information storage step.

[0025] Hereinafter, an embodiment of the present invention will be described with reference to the drawings. In each drawing, the same components are given the same reference numerals, and the description may be omitted. In addition, the configurations and the like in the following description are examples, and the present invention is not limited to these. Furthermore, the following description focuses on the main configurations and operations for implementing the present invention, and descriptions of general-purpose processes required for implementing the present invention, such as communication processes and screen display processes, are simplified or omitted.

[0026] An example of the configuration of an information analysis system including an information analysis device according to the present invention is shown in Fig. 1. The information analysis system 1 of this embodiment performs advertising analysis for each user and each product for multiple products and services (hereinafter collectively referred to as "products") provided by multiple users (client companies, etc.).

[0027] The information analysis system 1 includes an information analysis device 2 that performs advertising analysis, and a terminal device 3 that performs display based on analysis information generated by the information analysis device 2, and these are connected via a network 10 constituted by the Internet or the like.

[0028] Also connected to the network 10 are advertising-related equipment 4 that accumulates advertising expense information and performance management equipment 5 that holds performance information, and the information analysis device 2 is connectable to the advertising-related equipment 4 and the performance management equipment 5 via the network 10. The information analysis device 2 obtains advertising expense information and performance information from the advertising-related equipment 4 and the performance management equipment 5, respectively, and uses them to calculate advertising effectiveness indicators such as CPA as advertising analysis.

[0029] For example, a general-purpose server is used as the information analysis device 2, and advertising analysis is performed by a program running on the server. As the terminal device 3, a general-purpose information device having a communication function, such as a smartphone, tablet, or personal computer, is used.

[0030] The information analysis device 2 and / or the terminal device 3 may be dedicated devices instead of general-purpose devices, and some or all of the advertising analysis processing may be realized by hardware. The advertising-related device 4 and the result management device 5 are used to manage advertising expense information and result information, respectively, and are configured by a general-purpose server or the like.

[0031] The advertisement-related equipment 4 is equipment used by ASPs, advertising agencies, and the like, which are parties involved in advertising activities on advertising media, to manage advertising expense information, and the advertising expense information is stored in the advertisement-related equipment 4.

[0032] For example, the ASP acts as an intermediary between the affiliate and the advertiser, and the advertiser pays the ASP advertising fees, which then pays the affiliate a reward based on the affiliate's performance. Therefore, the ASP manages the performance of each registered affiliate and the reward for that, as well as advertising fees charged to advertisers, on a daily or other chronological basis, and makes them publicly available for viewing only by related parties.

[0033] In order to manage, disclose, etc., the advertising expense information is stored in the advertising-related equipment 4, and so the advertising agency uses the advertising-related equipment 4 to manage the performance record of advertising expenses, etc. for each client company when carrying out advertising activities on behalf of the client company, and to disclose the same as necessary, and so advertising expense information is stored in the advertising-related equipment 4, just like in the case of an ASP. In addition, any device that accumulates advertising expense information other than that used by ASPs or advertising agencies is also considered to be advertising-related device 4.

[0034] The result management device 5 is a device that holds result information, such as a device used in a system for selling products on the Internet, such as a cart system or a mall.

[0035] A cart system is a mechanism for selling products over the Internet, where consumers select products on a website, put them in a cart, and then complete the purchase procedure, and thus retains result information such as the number of products ordered and sales. There are various types of cart systems, such as an on-premise system where the cart system is installed in facilities owned and managed by the company, and an ASP system where a contract is made with a company that provides the cart system, and the system that runs on the environment provided by that company is used; in the former case, the company's own facilities become the result management device 5, and in the latter case, the provider's facilities become the result management device 5.

[0036] A mall is a website that gathers multiple online shops that sell products, etc. on the Internet, and since it sells a variety of products, etc., it holds performance information such as the number of orders for products, etc. In the case of a mall, the equipment of the company that operates the mall becomes the performance management device 5.

[0037] Performance information can also be obtained using advertising effectiveness measurement tools. The advertising effectiveness measurement tool is a marketing tool that centrally manages, measures, analyzes, and visualizes the effectiveness and cost-effectiveness of advertising, and measures and stores performance information such as the number of conversions and the number of clicks. When the advertising effectiveness measurement tool is used, the device on which the advertising effectiveness measurement tool runs becomes the performance management device 5. When the advertising effectiveness measurement tool is run on the information analysis device 2, the information analysis device 2 will play the role of the performance management device 5. Any device other than those mentioned above that holds performance information can be the performance management device 5.

[0038] The information analysis device 2 acquires advertising expense information and performance information at a predetermined time interval (for example, one day) and performs advertising analysis using the information. An example of the configuration of the information analysis device 2 is shown in Fig. 2. A general-purpose server is used as the information analysis device 2, and Fig. 2 shows only the components related to the present invention.

[0039] The information analysis device 2 includes an advertising expense information acquisition unit 21 that acquires advertising expense information, a performance information acquisition unit 22 that acquires performance information, an analysis unit 23 that generates analysis information by advertising analysis using the advertising expense information and performance information, an information output unit 24 that outputs statistical information including advertising expense information, performance information and analysis information, and an information storage unit 25 that stores advertising expense information, performance information and analysis information.

[0040] Since the information analysis system 1 performs advertising analysis by user and further by product, the advertising expense information acquisition unit 21 and the performance information acquisition unit 22 acquire advertising expense information and performance information on a product-by-product basis, respectively, the analysis unit 23 performs advertising analysis on a product-by-product basis, and the information storage unit 25 stores information by user and by product.

[0041] The advertising expense information acquisition unit 21 inputs advertising expense information Ac0 from the advertisement-related equipment 4 and outputs advertising expense information Ac1. The advertising expense information Ac1 is stored in the information storage unit 25. The advertising expense information acquisition unit 21 includes a corresponding individual advertising expense information acquisition unit for each advertisement-related equipment 4 in order to input the advertising expense information Ac0. For example, the advertising expense information acquisition unit 21 includes four individual advertising expense information acquisition units when advertising expense information Ac0 is input from four advertising-related devices 4. An example of the configuration of the advertising expense information acquisition unit 21 in this case is shown in FIG.

[0042] 3, the advertising expense information acquisition unit 21 includes four individual advertising expense information acquisition units 211, 212, 213, and 214. The individual advertising expense information acquisition units 211, 212, 213, and 214 input advertising expense information Ac01, Ac02, Ac03, and Ac04, respectively, from four advertising-related devices 41, 42, 43, and 44 (not shown), and output advertising expense information Ac11, Ac12, Ac13, and Ac14, respectively.

[0043] The individual advertising expense information acquisition unit acquires advertising expense information in accordance with the method of providing and / or disclosing advertising expense information in the corresponding advertising-related device. In the following explanation, when there is no need to distinguish between the individual advertising expense information acquisition units 211, 212, 213, and 214, the term "advertising expense information acquisition unit 21" will be used to represent these, and accordingly, the terms "advertising-related equipment 4," "advertising expense information Ac0," and "advertising expense information Ac1" will be used to represent the advertising-related equipment 41, 42, 43, and 44, the advertising expense information Ac01, Ac02, Ac03, and Ac04, and the advertising expense information Ac11, Ac12, Ac13, and Ac14, respectively.

[0044] When the advertisement-related device 4 provides the advertising expense information by using, for example, an API (Application Programming Interface), the advertising expense information acquisition unit 21 acquires the advertising expense information by using the disclosed API.

[0045] An API is a mechanism for calling the functions of one piece of software from another piece of software, and is an interface connecting software, programs, web services, etc. The basic process of an API consists of a request and a response, where the API user executes a request and the API provider returns a response. Therefore, when an API that provides advertising expense information stored in advertising-related equipment 4 is disclosed, advertising expense information acquisition unit 21 runs a program created according to the specifications of the disclosed API, and advertising expense information acquisition unit 21 transmits a request for providing advertising expense information to advertising-related equipment 4, and receives a response from advertising-related equipment 4 as advertising expense information Ac0, thereby acquiring advertising expense information.

[0046] When authentication (API authentication) is required to use the API, information required for authentication is stored in advance in the advertising expense information acquisition unit 21, and API authentication is performed using the stored information when advertising expense information Ac0 is input from the advertising-related equipment 4. For example, when API authentication is performed using Basic authentication, login information (user ID, password) is stored in advance in the advertising expense information acquisition unit 21, and when API authentication is performed using API key authentication, the API key is stored in advance in the advertising expense information acquisition unit 21.

[0047] When the advertisement-related device 4 discloses the advertising expense information on a website in a management screen, report, or the like, the advertising expense information acquisition unit 21 acquires the advertising expense information by using, for example, RPA (Robotic Process Automation).

[0048] RPA refers to the automation of business processes using software robots, which automatically execute routine tasks that are repeated on a computer. RPA records the operating procedures, such as mouse operations and keyboard input, that workers perform on a daily basis on a computer, and can execute them quickly and accurately. There are several methods for recording the operating procedures of workers: a "coordinate specification type" that identifies the operating procedures from the display, an "image recognition type" that searches for procedures from buttons or character strings, and an "object recognition type" that detects objects from their structure. In this embodiment, the object recognition type is used.

[0049] The object-aware type allows RPA to detect the structure of the application or web page to be operated, thereby enabling the specific specification of the target (object) on which the process will be executed, thereby accurately specifying the target to be operated on.

[0050] Such an RPA is installed in the advertising expense information acquisition unit 21, and the RPA is caused to record the procedure for acquiring advertising expense information disclosed on a website built in the advertising-related equipment 4. When acquiring advertising expense information, the advertising expense information acquisition unit 21 receives information (page structure, etc.) of the website disclosing the advertising expense information from the advertising-related equipment 4 as advertising expense information Ac0, and acquires the advertising expense information according to the recorded acquisition procedure.

[0051] When authentication is required to input advertising expense information Ac0 from advertising-related equipment 4 by RPA, similarly to the case of using API, the information required for authentication is stored in advance in advertising expense information acquisition unit 21. Note that advertising expense information acquisition unit 21 may acquire advertising expense information using a coordinate designation type or an image recognition type instead of an object recognition type.

[0052] The advertising expense information acquisition unit 21 can also acquire advertising expense information by a method other than the above-mentioned method. For example, a file for entering advertising expense information is loaded onto the advertising-related equipment 4, and the advertising expense information acquisition unit 21 acquires advertising expense information by receiving the file in which the advertising expense information is entered or the contents entered into the file as advertising expense information Ac0 from the advertising-related equipment 4. A file for entering advertising expense information can also be loaded onto the information analysis device 2, in which case the information analysis device 2 will play the role of the advertising-related equipment 4.

[0053] The advertising expense information acquisition unit 21 acquires advertising expense information for each product at a predetermined time interval. In order to acquire information on a product-by-product basis, for example, the information storage unit 25 stores information by user and by product, so an area for storing information by product is provided in the information storage unit 25, and the names of products to be the subject of advertising analysis are stored in advance in that area. The advertising expense information acquisition unit 21 inputs advertising expense information Ac0 corresponding to the product from the advertising-related equipment 4 based on the stored product names. In order to acquire the advertising expense information at a predetermined time interval, for example, the time for acquiring the advertising expense information is determined in advance, and the advertising expense information acquiring unit 21 inputs the advertising expense information Ac0 from the advertisement-related equipment 4 at the determined time.

[0054] The advertising expense information acquisition unit 21 may hold a table listing product names and acquire advertising expense information based on the product names listed therein, instead of the product names stored in the information storage unit 25. In this case, the advertising expense information Ac1 may include the product names, and the product names may be stored in the information storage unit 25.

[0055] The advertising expense information acquisition unit 21 acquires advertising expense information including data for a predetermined interval (e.g., 1 hour) in a predetermined period (e.g., 90 days) longer than the predetermined time interval. The advertising expense information acquisition unit 21 outputs the acquired advertising expense information as advertising expense information Ac1. The advertising expense information Ac1 is stored in an area provided in the information storage unit 25 in which the product name corresponding to the advertising expense information Ac1 is stored. When the advertising expense information Ac1 is stored, a so-called data refresh is performed. That is, the advertising expense information stored in the information storage unit 25 is replaced with the advertising expense information Ac1.

[0056] As described above, the advertising expense information includes data for a predetermined period, and the data included in the advertising expense information Ac1 is data covering a predetermined period from the present time, so that the advertising expense information in the information storage unit 25 is updated at predetermined time intervals for a predetermined period by updating the data. Therefore, even if a change occurs in the advertising expense information previously acquired due to a rejection of the performance fee amount at the ASP, etc., the change can be reflected in the advertising expense information stored in the information storage unit 25 as long as it is within the predetermined period.

[0057] The result information acquisition unit 22 inputs the result information Rt0 from the result management device 5 and outputs the result information Rt1. The result information Rt1 is stored in the information storage unit 25. Like the advertising expense information acquisition unit 21, the result information acquisition unit 22 includes a corresponding individual result information acquisition unit for each result management device 5 in order to input the result information Rt0. For example, when the result information Rt0 is input from three result management devices 5, the result information acquisition unit 22 includes three individual result information acquisition units. An example of the configuration of the result information acquisition unit 22 in this case is shown in FIG.

[0058] 4, the outcome information acquisition unit 22 includes three individual outcome information acquisition units 221, 222, and 223. The individual outcome information acquisition units 221, 222, and 223 input outcome information Rt01, Rt02, and Rt03, respectively, from three outcome management devices 51, 52, and 53 (not shown), and output outcome information Rt11, Rt12, and Rt13, respectively.

[0059] In the following explanation, when there is no need to distinguish between the individual result information acquisition units 221, 222, and 223, the term "result information acquisition unit 22" will be used as a representative name for these, and accordingly, the terms "result management device 5", "result information Rt0", and "result information Rt1" will be used as representative names for the result management devices 51, 52, and 53, the result information Rt01, Rt02, and Rt03, and the result information Rt11, Rt12, and Rt13, respectively.

[0060] Like the advertising expense information acquisition unit 21, the performance information acquisition unit 22 acquires performance information in accordance with the method of providing and / or disclosing the performance information in the corresponding result management device 5. That is, when the result management device 5 provides the performance information using an API, the performance information acquisition unit 22 acquires the performance information using the disclosed API. When the result management device 5 discloses the performance information on a management screen, report, or the like on a website, the performance information acquisition unit 22 acquires the performance information using RPA, or the like.

[0061] The performance information can also be acquired using an advertising effectiveness measurement tool, in which case the performance information acquisition unit 22 inputs the performance information Rt0 from the performance management device 5 on which the advertising effectiveness measurement tool operates. For example, if the advertising effectiveness measurement tool uses an API to provide the measurement results, the measurement results are input as the performance information Rt0 using the API. If the advertising effectiveness measurement tool outputs the measurement results as a file, the file is input as the performance information Rt0.

[0062] The result information acquisition unit 22 can also acquire the result information by a method other than the above-mentioned method. For example, similar to the advertising expense information acquisition unit 21, a file for entering the result information is loaded into the result management device 5, and the result information acquisition unit 22 acquires the result information by receiving the file in which the result information is entered or the contents entered in the file as the result information Rt0 from the result management device 5. It is also possible to mount a file for entering result information on the information analysis device 2 , in which case the information analysis device 2 will play the role of the result management device 5 .

[0063] The performance information acquisition unit 22 acquires performance information on a product-by-product basis at a predetermined time interval, similar to the advertising expense information acquisition unit 21. As a method for acquiring the performance information on a product-by-product basis or at a predetermined time interval, the same method as the advertising expense information acquisition unit 21 can be used.

[0064] Similar to the advertising expense information, the performance information is acquired so as to include data at a predetermined interval for a predetermined period longer than the predetermined time interval. The performance information acquisition unit 22 outputs the acquired performance information as performance information Rt1, and the performance information Rt1 is stored in an area provided in the information storage unit 25 in which the product name corresponding to the performance information Rt1 is stored. At this time, similar to the case of the advertising expense information acquisition unit 21, the data is updated, and the performance information stored in the information storage unit 25 is replaced with the performance information Rt1. As a result, even if a change occurs in the performance information acquired in the past due to cancellation, return, etc., the change can be reflected in the performance information stored in the information storage unit 25 as long as it is within the predetermined period.

[0065] Although the advertising expense information acquisition unit 21 and the performance information acquisition unit 22 acquire the advertising expense information and the performance information, respectively, based on the product name, other identifiers such as product codes may be used instead of the product name as long as the products can be distinguished. Information related to multiple products and information related to the entire advertisement, such as overhead, may be included in the advertising expense information and the performance information. In this case, such information may be included in the advertising expense information and the performance information by, for example, setting in advance the ratio to be allocated to each product.

[0066] The analysis unit 23 reads out basic information Bi including advertising expense information and performance information stored in the information storage unit 25 from the information storage unit 25, performs advertising analysis using the advertising expense information and performance information, and outputs analysis information Ar. The analysis unit 23 calculates an advertising effectiveness index as the advertising analysis. Specifically, the analysis unit 23 calculates CPA, ROAS, CPC (Cost Per Click), CPM (Cost Per Mille), CTR (Click Through Rate), CVR (Conversion Rate), MCVR (Micro CVR), MCPA (Micro CPA), etc.

[0067] CPA represents the cost of acquiring one conversion and is calculated by dividing advertising costs by the number of conversions. ROAS represents the percentage of sales generated from advertising costs and is calculated by dividing sales from advertising by advertising costs. CPC represents the cost incurred per click on an ad and is calculated by dividing the advertising cost by the number of clicks. CPM represents the cost incurred for every 1,000 times an advertisement is displayed, and is calculated by: advertising cost / number of times the advertisement is displayed (impressions) x 1,000. CTR represents the percentage of times an ad was clicked out of the number of times it was displayed (impressions), and is calculated by dividing the number of clicks by the number of impressions. CVR represents the percentage of website accesses (number of visitors to a website, number of visits, etc.) that result in conversions, and is calculated by dividing the number of conversions by the number of accesses. MCVR represents the percentage of website visits that resulted in micro-conversions, and is calculated by dividing the number of micro-conversions by the number of visits. Micro-conversions are indicators that represent intermediate points on the way to conversion, and are set appropriately within the flow leading up to conversion, such as inquiries, requests for information, etc. MCPA represents the cost of acquiring one micro-conversion and is calculated by dividing advertising spend by the number of micro-conversions.

[0068] Of the information used to calculate these advertising effectiveness indicators, the advertising expenses are acquired as advertising expense information by the advertising expense information acquisition unit 21 and the performance information acquisition unit 22, respectively, and stored in the information storage unit 25. The calculated advertising effectiveness indicators are output as analysis information Ar and stored in the information storage unit 25. The analysis unit 23 may perform advertising analyses other than the calculation of the advertising effectiveness indicators.

[0069] As described above, the advertising expense information and performance information stored in the information storage unit 25 are updated at a predetermined time interval by updating the data. Therefore, the analysis unit 23 calculates the advertising effectiveness index using the updated advertising expense information and performance information at a predetermined time interval, and replaces the analysis information stored in the information storage unit 25 with the analysis information Ar. This makes it possible to reflect changes in the advertising expense information and / or performance information that have occurred within a predetermined period in the analysis information stored in the information storage unit 25.

[0070] The information storage unit 25 stores the advertising expense information Ac1 output from the advertising expense information acquisition unit 21, the performance information Rt1 output from the performance information acquisition unit 22, and the analysis information Ar output from the analysis unit 23. The information storage unit 25 stores this information by user and by product. An image of an example of information stored in the information storage unit 25 is shown in FIG.

[0071] FIG. 5 shows an image of information for one user, and the information shown in FIG. 5 is stored in information storage unit 25 for each user. 5, "CV" is the number of conversions, "IMP" is the number of impressions, "CL" is the number of clicks, "ACS" is the number of accesses, and "MCV" is the number of micro conversions. The product names to be the subject of advertising analysis are stored in advance in the "Product Name" column, and advertising expense information acquisition unit 21 and performance information acquisition unit 22 respectively acquire advertising expense information and performance information based on the stored product names.

[0072] 5, information is stored for each product (product A, product B, etc.) in the information storage unit 25. Since the advertising cost information and the performance information include data at predetermined intervals in a predetermined period, the information is stored accordingly as information at predetermined intervals in a predetermined period in the information storage unit 25. In addition, the information storage unit 25 may store information that compiles information for a plurality of consecutive predetermined intervals.

[0073] For example, the predetermined interval may be one hour, and information for one day, that is, 24 hours, may be collected and stored in the information storage unit 25. An image of such information is shown in FIG. As shown in Fig. 6, information of the same items as the information shown in Fig. 5 is stored on a daily basis. Note that information may be stored in the information storage unit 25 not only on a daily basis but also on a weekly, monthly, or yearly basis.

[0074] The information storage unit 25 may store information other than the above. For example, CPO (Cost Per Order, customer acquisition cost), ROI (Return On Investment, return on investment), LTV (Life Time Value, customer lifetime value), cashless payment ratio, continuation rate, increase rate, cross-selling rate, number of new customers, cancellation rate (withdrawal rate), retention rate, etc. CPO represents the advertising cost required to acquire one order, and is calculated by dividing the advertising cost by the number of orders.

[0075] ROI represents the ratio of profits earned to advertising costs, and is calculated by dividing profits from advertising by advertising costs. LTV is an indicator of the profits a customer brings in the period from when they start to end transactions with a company. Cashless payment ratio is an indicator of the proportion of cashless payments such as credit cards. Retention rate is an indicator of the proportion of new customers who make two or more purchases. Increase rate is an indicator of the proportion of new customers over a certain period who move on to purchasing the main product or regular purchases after their first purchase. Cross-sell rate is an indicator of the proportion of customers who make their first purchase and then apply for regular purchases of two or more products within 180 days.

[0076] A target value for each piece of information to be stored in the information storage unit 25 may be set in advance, and the information storage unit 25 may store the target value. A predicted value for each piece of information at a predetermined timing (for example, the end of the month, the end of the year, etc.) may be calculated by the analysis unit 23 or other means, and the predicted value may be stored in the information storage unit 25. Machine learning or the like may be used for the calculation of the predicted value, etc.

[0077] Further, the information storage unit 25 stores information by user and by product, but may also store information summarizing all the products for each user. Furthermore, the information storage unit 25 may also store information for each advertisement-related device 4 and each result management device 5, information for each SKU (Stock Keeping Unit), etc. An SKU is the smallest management unit when receiving orders and managing inventory. The information storage unit 25 may store information summarizing by age (generation), sex, and region. These pieces of information may be associated with each other, and the analysis unit 23 may calculate occupancy rates, etc., and store them in the information storage unit 25.

[0078] Although the advertising cost information, the performance information, and the analysis information are stored together in the information storage unit 25, a storage unit corresponding to each piece of information may be provided and each piece of information may be stored in a separate storage unit. In this case, for example, the "product name" and "date and time" shown in Fig. 5 are stored in all the storage units so that the advertising cost information, the performance information, and the analysis information correspond to each other.

[0079] In response to a request from the terminal device 3, the information output unit 24 reads out necessary information from the information stored in the information storage unit 25 as management information Ci, and outputs the statistical information St.

[0080] The terminal device 3 can request the output of all information stored in the information storage unit 25, or can request the output of necessary information, such as specific information among the advertising expense information, performance information, and analysis information, or information for a specific period. The terminal device 3 makes a request by transmitting a request signal Rq to the information analysis device 2. The information output unit 24 inputs the request signal Rq and reads out information corresponding to the content of the signal from the information storage unit 25 as management information Ci.

[0081] The information output unit 24 generates statistical information St based on the management information Ci. The statistical information St includes information that makes the management information Ci easier to understand visually, such as a table, a graph, a funnel, etc. A funnel is a diagram that shows the process from when a customer becomes aware of a product to when they purchase it. The information to be included in the statistical information St is selectable. The statistical information St is transmitted to the terminal device 3.

[0082] The information output unit 24 outputs the statistical information St in response to a request from the terminal device 3, but may output the statistical information St periodically or when a predetermined condition is satisfied. For example, the information output unit 24 may output the statistical information St at a predetermined time (for example, 9:00 a.m.) every day, or may output the statistical information St when the CPA becomes 10,000 yen or more, a new order is generated, etc. The information output unit 24 may output the statistical information St by using these in combination. When using them in combination, the content of the statistical information St to be output may be changed depending on the case. For example, the statistical information St to be output periodically may have simpler content than the statistical information St to be output in response to a request from the terminal device 3.

[0083] In such a configuration of the information analysis device 2, an example of the operation of the advertising expense information acquisition unit 21, the performance information acquisition unit 22, and the analysis unit 23 will be described with reference to the flowchart of Fig. 7. Note that an example of the operation of the information output unit 24 is as described above.

[0084] At a preset time, the advertising expense information acquisition unit 21 reads out the product name stored in the information storage unit 25, inputs the advertising expense information Ac0 from the advertisement-related equipment 4, and acquires the advertising expense information corresponding to the product (step S10). The advertising expense information acquisition unit 21 outputs the acquired advertising expense information as advertising expense information Ac1, and the advertising expense information Ac1 is stored in the information storage unit 25 (step S20).

[0085] When the advertising expense information corresponding to all products is stored in the information storage unit 25 (step S30), the performance information acquisition unit 22 reads out the product name stored in the information storage unit 25, inputs the performance information Rt0 from the performance management device 5, and acquires the performance information corresponding to the product (step S40). The performance information acquisition unit 22 outputs the acquired performance information as performance information Rt1, and the performance information Rt1 is stored in the information storage unit 25 (step S50).

[0086] When the performance information corresponding to all the products is stored in the information storage unit 25 (step S60), the analysis unit 23 sequentially reads out the basic information Bi including the advertising expense information and performance information stored in the information storage unit 25, and calculates the advertising effectiveness index (step S70). The analysis unit 23 outputs the calculated advertising effectiveness index as analysis information Ar, and the analysis information Ar is stored in the information storage unit 25 (step S80). Then, the analysis information corresponding to all the products is stored in the information storage unit 25 (step S90).

[0087] The information analyzing device 2 executes the above operations for all users.

[0088] 7 may be appropriately changed. For example, the operations of advertising expense information acquisition unit 21 and performance information acquisition unit 22 may be executed in the reverse order or in parallel. The operations of advertising expense information acquisition unit 21 and performance information acquisition unit 22, or the operations of advertising expense information acquisition unit 21, performance information acquisition unit 22 and analysis unit 23 may be executed on a product-by-product basis. In such a case, at least two of the components of advertising expense information acquisition unit 21, performance information acquisition unit 22 and analysis unit 23 may be integrated into one component.

[0089] The information analysis device 2 reflects changes to previously acquired advertising expense information and performance information by refreshing the data for the advertising expense information and performance information stored in the information storage unit 25, but it is also possible to reflect changes in a manner other than refreshing the data.

[0090] For example, the advertising expense information acquisition unit 21 and the performance information acquisition unit 22 may detect the occurrence of a change by comparing the acquired advertising expense information and performance information with the advertising expense information and performance information stored in the information storage unit 25, respectively, and upon detecting the occurrence of a change, may rewrite only the information in which the change has occurred. In this case, the analysis unit 23 may recalculate only the advertising effectiveness index that uses the information in which the change has occurred. This can reduce the amount of calculation required for calculating the advertising effectiveness index.

[0091] The terminal device 3 transmits a request signal Rq and displays the statistical information St. An example of the configuration of the terminal device 3 is shown in Fig. 8. A general-purpose information device is used as the terminal device 3, and like the example of the configuration of the information analysis device 2 shown in Fig. 2, Fig. 8 shows only the components related to the present invention.

[0092] The terminal device 3 is equipped with an input means 31 consisting of a touch panel, keyboard, mouse, etc. equipped in a general-purpose information device, a display means 32 consisting of a liquid crystal panel, etc. equipped in a general-purpose information device, and a control unit 33 connected to the input means 31 and the display means 32.

[0093] The control unit 33 transmits a request signal Rq to the information analysis device 2 to request the output of the statistical information St. As described above, the statistical information St is generated based on the management information Ci read from the information storage unit 25, and the selection of information to be included in the management information Ci from among the information stored in the information storage unit 25 is performed by the request signal Rq. The selection of information to be included in the statistical information St is also performed by the request signal Rq. Therefore, the terminal device 3 allows the user to perform these selections using the input means 31, and the control unit 33 incorporates the user's selection results into the request signal Rq and transmits it to the information analysis device 2. Note that the selection of these pieces of information may be performed in advance. In this case, the request signal Rq is a signal that only requests the output of the statistical information St.

[0094] When the control unit 33 receives the statistical information St transmitted from the information output unit 24 in the information analysis device 2, the control unit 33 causes the display means 32 to display the contents of the statistical information St on the screen.

[0095] An example of the operation of the terminal device 3 having such a configuration has been described above.

[0096] In the information analysis device 2, the statistical information St is generated by the information output unit 24, but the statistical information St may be generated by another device. For example, a device that analyzes and processes data and generates image data such as tables and graphs (hereinafter referred to as a "dashboard device") may be used instead of the statistical information St. The information analysis device 2 transmits management information Ci to the dashboard device via the network 10. The terminal device 3 transmits a request signal to the dashboard device and receives image data corresponding to the statistical information St.

[0097] The above-mentioned embodiment can be realized in a computer and memory configuration by using the information storage unit as a memory and implementing the processing of the other components as a program as described above. Each component can also be realized by hardware such as a dedicated IC (Integrated Circuit) or FPGA (Field Programmable Gate Array). In addition, although the above-mentioned embodiment has been described in the form of a system or device, the present invention can also be in the form of a method or program.

[0098] The present invention is not limited to the above-mentioned embodiment, and various modifications are possible without departing from the gist of the present invention. Furthermore, matters not explicitly disclosed in the above-mentioned embodiment do not depart from the scope of ordinary practice by a person skilled in the art, and values ​​that can be easily assumed by a person skilled in the art can be adopted. [Explanation of symbols]

[0099] 1. Information Analysis System 2 Information analysis device 3 Terminal Equipment 4. Advertising-related equipment 5 Results management equipment 10 Network 21 Advertising Cost Information Acquisition Department 22 Results Information Acquisition Department 23 Analysis Department 24 Information output section 25 Information storage section 31 Input Method 32 Display means 33 Control Unit 211, 212, 213, 214 Individual advertising expense information acquisition department 221, 222, 223 Individual Results Information Acquisition Department

Claims

1. An information analysis device that performs analysis on advertisements based on advertising expense information related to advertising expenses, an advertising expense information acquisition unit that acquires the advertising expense information from an advertising-related device in which the advertising expense information is stored; a performance information acquisition unit that acquires performance information indicating a performance related to a target of an advertisement corresponding to the advertising expense information; an information storage unit that stores the advertising expense information acquired by the advertising expense information acquisition unit and the performance information acquired by the performance information acquisition unit; and an analysis unit that performs the analysis using the advertising expense information and performance information stored in the information storage unit.

2. The information analyzing device according to claim 1 , wherein the outcome information acquiring unit acquires the outcome information for a predetermined period at a predetermined time interval that is shorter than the predetermined period.

3. The information analysis device according to claim 1 , wherein the result information acquisition unit acquires the result information from a result management device that holds the result information.

4. The information analysis device according to claim 3 , wherein the result information acquisition unit includes an individual result information acquisition unit that acquires the result information for each of the result management devices.

5. The information analysis device according to claim 1 , wherein the advertising expense information acquisition unit acquires the advertising expense information for a predetermined period at a predetermined time interval that is shorter than the predetermined period.

6. The information analysis device according to claim 1 , wherein the advertising expense information acquisition unit includes an individual advertising expense information acquisition unit that acquires the advertising expense information for each of the advertisement-related devices.

7. An information analysis system comprising the information analysis device according to any one of claims 1 to 6 and a terminal device, The analysis unit performs the analysis and generates analysis information; An information analysis system, characterized in that the terminal device performs display based on at least the analysis information.

8. 1. An information analysis method for performing an analysis on advertising based on advertising expense information related to advertising expenses, comprising: an advertising expense information acquisition step of acquiring the advertising expense information from an advertising-related device in which the advertising expense information is stored; an advertising expense information storage step for storing the advertising expense information acquired in the advertising expense information acquisition step; a performance information acquisition step of acquiring performance information indicating a performance related to a target of an advertisement corresponding to the advertising expense information; an outcome information storage step of storing the outcome information acquired in the outcome information acquisition step; an analysis step of performing the analysis using the advertising expense information stored in the advertising expense information storage step and the performance information stored in the performance information storage step.

9. An information analysis program for causing a computer to execute the information analysis method according to claim 8.

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