Information processing apparatus, information processing method, and program

Abstract

To identify effective creatives.SOLUTION: A management server 1 includes: a storage unit 11 which stores unique parameters assigned in association with each of web advertisements or web posts (creatives) to migrate to a web sales funnel having a plurality of funnel steps; and a control unit 12 which outputs, when a conversion occurs on a web page related to a destination sales funnel for a web advertisement or a web post selected by a user, the amount of the conversion and funnel steps, in association with the parameter.SELECTED DRAWING: Figure 5

Description

[Technical field]

[0001] The present invention relates to an information processing device, an information processing method, and a program. [Background technology]

[0002] A creative is known as a single advertisement or post on a social networking service (SNS). The following system is known as a method for calculating the contribution of each media to the purchase of a product or service.

[0003] receiving information for each user and for each medium regarding whether an advertisement for a certain product or service influenced each phase of a marketing funnel, and deriving a cumulative number indicated by the information as having influenced any phase for each specific user and for each medium, wherein deriving the cumulative number indicated by the information as having influenced any phase for each specific user and for each medium includes: if the information indicates that the specific user was influenced by a certain medium for a certain phase, the value of the phase is set to 1; if the information indicates that the specific user was not influenced by the medium for that phase, the value of the phase is set to 0; and The system has an acquisition unit that calculates a cumulative number for the specific user and the specific media, and a control unit that calculates the contribution of each medium to the purchase of a product or service based on the cumulative number and the purchase amount per specific user, and the control unit outputs parameters related to advertising planning by inputting the contribution of each medium and the overall viewership rating into a trained model generated using at least one of machine learning and deep learning, using a combination of actual measured values ​​of the contribution of each medium, overall viewership rating, and parameters related to advertising planning as training data, whereby the parameters related to advertising planning are at least one of the advertising space purchased for each medium and the advertising budget for each medium, an LTV (Life Time Value) planning system is known. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] Patent No. 6762483 Summary of the Invention [Problem to be solved by the invention]

[0005] When a landing page of a website selling a product or service receives access from a large number of creatives, it is difficult to determine which creative is contributing to the sales of the product or service.

[0006] When implementing WEB (World Wide Web) marketing measures, it is preferable to acquire high-value leads (personal information used in push marketing) first. There are multiple media, and within each media there are multiple creatives. When identifying the most effective creatives among them by funnel, there is a problem that it takes a huge amount of time to calculate manually. In one aspect, the present invention aims to identify effective creatives. [Means for solving the problem]

[0007] In order to achieve the above object, an information processing device is disclosed, which has a storage unit that stores unique parameters that are linked and assigned to each web advertisement or web post to be moved to a sales funnel on the web having multiple funnel steps, and a control unit that, when a deal is made in the sales funnel to which the user is moved when the web advertisement or web post is selected, outputs the amount at which the deal is made and the funnel step in association with the parameters. Effect of the Invention

[0008] In one aspect, effective creative can be identified. [Brief description of the drawings]

[0009] [Figure 1] FIG. 1 illustrates an information processing system according to an embodiment. [Diagram 2] FIG. 2 is a diagram illustrating a funnel step. [Diagram 3] FIG. 2 illustrates a hardware configuration of a management server according to an embodiment. [Figure 4] FIG. 2 illustrates a hardware configuration of a user terminal device according to an embodiment. [Diagram 5] FIG. 2 is a block diagram showing functions of a management server according to an embodiment. [Figure 6] FIG. 13 is a diagram illustrating contract information. [Figure 7] FIG. 13 is a diagram illustrating a deal summary information display screen. [Figure 8] FIG. 4 is a diagram illustrating a screen displayed on the advertisement posting terminal device according to the embodiment. [Figure 9] FIG. 13 is a diagram illustrating a funnel list screen. [Figure 10] FIG. 13 is a diagram illustrating a funnel editing screen. [Figure 11] 1 is a flowchart illustrating a process of an information processing system according to an embodiment. [Figure 12] 13 is a flowchart illustrating a parameter report output process. [Figure 13] FIG. 4 is a diagram illustrating a screen displayed on the advertisement posting terminal device according to the embodiment. [Figure 14] FIG. 13 is a diagram illustrating an example of a parameter report. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0010] Hereinafter, an information processing system according to an embodiment will be described in detail with reference to the drawings.

[0011] In order to facilitate understanding of the invention, the position, size, shape, range, etc. of each component shown in the following drawings may not represent the actual position, size, shape, range, etc. Therefore, the present invention is not necessarily limited to the position, size, shape, range, etc. disclosed in the drawings, etc. In the embodiments, elements expressed in the singular form include the plural form unless otherwise clearly indicated in the context. <Embodiment> FIG. 1 is a diagram illustrating an information processing system according to an embodiment.

[0012] The information processing system 100 according to the embodiment includes a management server (information processing device) 1, an advertisement posting terminal device 2, a user terminal device 3, and SNS servers 4a, 4b, 4c, and 4d. These devices are connected to each other via a network 50 such as the Internet.

[0013] The SNS servers 4a to 4d are, for example, servers owned by companies that provide SNS. There is no particular limitation on SNS, but examples of SNS include YouTube (registered trademark), Instagram (registered trademark), Facebook (registered trademark), and Twitter (registered trademark).

[0014] The advertisement posting terminal device 2 is a device operated by an advertisement advertiser (hereinafter, simply referred to as an advertisement advertiser) who posts web advertisements and web posts to each SNS. The advertisement advertiser operates the advertisement posting terminal device 2 to determine advertisements (SNS advertisements) and posts (SNS posts) to be posted to each SNS. As part of the process of web marketing, advertisements are placed on various social media platforms to increase access, which is where conversions occur.

[0015] The advertisement placing terminal device 2 assigns a unique parameter to each SNS advertisement on the screen of the SNS advertisement or SNS post. This parameter is assigned to determine which creative the advertisement came from, and is, for example, a unique value, number, or combination thereof. The parameter may be set by the advertisement advertiser, or may be automatically assigned by the advertisement placing terminal device 2. The advertisement advertiser links the assigned parameter with the SNS advertisement and places it.

[0016] A pre-created LP (landing page) is prepared in the management server 1. A landing page is an access arrival page for acquiring potential customers. It is often created for the purpose of acquiring email addresses and SNS IDs.

[0017] The user terminal device 3 is a device operated by a user who mainly uses the SNS. Examples of the user terminal device 3 include mobile terminal devices such as tablets and smartphones, and fixed terminal devices such as PCs. The user terminal device 3 may be a single device or multiple devices.

[0018] A user can operate the user terminal device 3 to access the SNS and click (select) an advertisement displayed on the screen. The user can also operate the user terminal device 3 to execute various transactions on the landing page of the advertisement destination. Examples of transactions include, but are not limited to, various applications, input of personal information, and purchase of products and services. The management server 1 stores data related to the concluded contracts. The stored data will be described later. Furthermore, when the management server 1 receives a report output request from an advertisement advertiser via the advertisement posting terminal device 2, it outputs a report regarding the parameters.

[0019] The funnel in this embodiment is a sales funnel. A sales funnel has a structure similar to a leaky gourd, and the more excellent a user is, the more likely they are to purchase products that are deeper in the funnel hierarchy. By making the funnel hierarchy deeper, a structure can be created that increases sales. In the following explanation, the hierarchy of the funnel is also referred to as "funnel steps." FIG. 2 is a diagram illustrating an example of a funnel step.

[0020] In the information processing system of this embodiment, a numerical value is acquired for each funnel step to measure the effectiveness of a creative (one advertisement or one post, as described above). Figure 2 shows the concept of a funnel. Funnel step #1, the List Capture Page (FREE), is the web page where you capture your lead list. The video page (free) in funnel step #2 is a web page designed to help users learn more about your product or service (user education #1).

[0021] The front-end product sales page (3,000 yen) in funnel step #3 is a web page (user education #2) designed to help users learn more about the product or service. The back-end product sales page ($12,000) at funnel step #4 is the web page that captures the sale. Advertisers can select any web page for any funnel step. The processing of the information processing system 100 will be briefly described below. 1) An advertisement advertiser operates the advertisement posting terminal device 2 to provide parameters for evaluating the advertisement in the SNS servers 4a to 4d, and then posts the advertisement.

[0022] 2) The user operates the user terminal device 3 to display an SNS screen (for example, a screen of an SNS service provided by the SNS server 4a) and clicks on an advertisement displayed on the screen. 3) The user accesses the landing page set by the management server 1 via the advertisement, performs actions such as form registration, and concludes the transaction.

[0023] 4) Before or after the above 3), or almost simultaneously with the above 3), the SNS server 4a transmits parameters related to the clicked advertisement to the management server 1. The management server 1 stores the received parameters. 5) The management server 1 also stores the contract information of the user executed in 3) above.

[0024] 6) The advertiser operates the advertisement posting terminal device 2 to view and confirm the parameter information and contract information (FPLTV (Funnel Parameter Life Time Value)) for each user stored in the management server 1. This FPLTV is the user lifetime value per parameter in the funnel, and is an index that measures how much of a product or service was sold per funnel by each creative. The higher this value, the better the parameter (access source) is determined to be. The disclosed information processing system will be described in more detail below. FIG. 3 is a diagram illustrating a hardware configuration of the management server according to the embodiment.

[0025] The management server 1 is entirely controlled by a CPU (Central Processing Unit) 101. A RAM (Random Access Memory) 102 and a plurality of peripheral devices are connected to the CPU 101 via a bus .

[0026] The RAM 102 is used as a main storage device of the management server 1. The RAM 102 temporarily stores at least a part of the OS (Operating System) program and application programs executed by the CPU 101. The RAM 102 also stores various data used in processing by the CPU 101.

[0027] A hard disk drive (HDD) 103, a graphics processing unit 104, an input interface 105, a drive unit 106, and a communication interface 107 are connected to the bus 108.

[0028] The hard disk drive 103 magnetically writes and reads data to and from the built-in disk. The hard disk drive 103 is used as a secondary storage device for the management server 1. The hard disk drive 103 stores the OS program, application programs, and various data. Note that a semiconductor storage device such as a flash memory can also be used as the secondary storage device.

[0029] A monitor 104a is connected to the graphics processing device 104. The graphics processing device 104 displays an image on the screen of the monitor 104a in accordance with an instruction from the CPU 101. Examples of the monitor 104a include a display device using a CRT (Cathode Ray Tube) and a liquid crystal display device.

[0030] A keyboard 105a and a mouse 105b can be connected to the input interface 105. The input interface 105 transmits signals sent from the keyboard 105a and the mouse 105b to the CPU 101. Note that the mouse 105b is an example of a pointing device, and other pointing devices can also be used. Examples of other pointing devices include a touch panel, a tablet, a touch pad, and a trackball.

[0031] The drive device 106 reads data recorded on a portable recording medium such as an optical disc on which data is recorded so as to be readable by reflection of light, or a Universal Serial Bus (USB) memory. For example, when the drive device 106 is an optical drive device, it reads data recorded on an optical disc 200 using laser light or the like. Examples of the optical disc 200 include Blu-ray (registered trademark), DVD (Digital Versatile Disc), DVD-RAM, CD-ROM (Compact Disc Read Only Memory), and CD-R (Recordable) / RW (ReWritable).

[0032] The communication interface 107 is connected to a network 50. The communication interface 107 transmits and receives data via the network 50 to and from other computers or communication devices.

[0033] The processing functions of this embodiment can be realized by the above hardware configuration. Note that, although the hardware configuration of the management server 1 is shown in Fig. 3, the SNS servers 4a to 4d can also be realized by a similar hardware configuration. FIG. 4 is a diagram illustrating a hardware configuration of the user terminal device according to the embodiment. The user terminal device 3 is entirely controlled by a CPU (Central Processing Unit) 301 . A RAM (Random Access Memory) 302 and a plurality of peripheral devices are connected to the CPU 301 via a bus 309 .

[0034] The RAM 302 is used as a main storage device of the user terminal device 3. The RAM 302 temporarily stores at least a part of the OS (Operating System) program and application programs executed by the CPU 301. The RAM 302 also stores various data used in processing by the CPU 301.

[0035] The bus 309 is connected to an internal memory 303 , a graphics processing unit 304 , an input interface 305 , a reading device 306 , and a communication interface 307 .

[0036] The built-in memory 303 writes and reads data. The built-in memory 303 is used as a secondary storage device of the user terminal device 3. The built-in memory 303 stores an OS program, application programs, and various data. Note that the built-in memory may be, for example, a semiconductor storage device such as a flash memory.

[0037] A display 304a is connected to the graphics processing device 304. The graphics processing device 304 displays an image on the screen of the display 304a in accordance with an instruction from the CPU 301. An example of the display 304a is a liquid crystal display device. The display 304a also has a touch panel function.

[0038] The input interface 305 is connected to the display 304a and the input buttons 305a. The input interface 305 transmits to the CPU 301 signals sent from the input buttons 305a and the touch panel of the display 304a.

[0039] The communication interface 307 is connected to the network 50. The communication interface 307 transmits and receives data to and from other computers or communication devices via the network 50. The processing functions of this embodiment can be realized by the above hardware configuration. The management server 1 having the hardware configuration shown in FIG. 3 is provided with the following functions. FIG. 5 is a block diagram illustrating the functions of the management server according to the embodiment. The management server 1 includes a storage unit 11 and a control unit 12 .

[0040] The storage unit 11 stores contract information and contract summary information regarding contracts. The contract information is information sent from the SNS servers 4a to 4d when a contract occurs. The contract summary information is information that summarizes the number of users who have made a contract, the number of contracts, the contract rate, etc. The contents of each piece of information will be described later.

[0041] The control unit 12 stores various information sent from the SNS servers 4a to 4d in the storage unit 11. Furthermore, when the control unit 12 receives a report output request from an advertisement advertiser via the advertisement posting terminal device 2, it outputs a report on parameters. <Deal Information> Next, an example of the contract information stored in the storage unit 11 will be described. FIG. 6 is a diagram for explaining the contract information.

[0042] The contract information is stored in the form of a table for each funnel step in the storage unit 11. The contract information table T1 shown in Fig. 6 stores the contract information for funnel step #1. Although not shown, contract information tables corresponding to funnel steps #2 to #4 are also stored separately in the storage unit 11.

[0043] 6 has columns for email address, registration date and time, sales, and parameters. The information arranged horizontally is associated with each other. The email address field is set to the email address of the user who registered (entered information) in funnel step #1. The registration date and time field is set to the timestamp of the user who registered their email address in funnel step #1.

[0044] The sales amount is set in the sales column. In this embodiment, funnel step #1 only acquires email addresses and does not sell any products, so "0 yen" is set in the sales column. For example, if a product or service is sold in funnel step #3 or funnel step #4, the sales amount is set. The parameters attached to the advertisement are set in the parameter column. This information is necessary to track which creative led to a contract. Next, the contract summary information output by the management server 1 will be described. <Summary of sales information> FIG. 7 is a diagram for explaining the deal summary information display screen.

[0045] The contract summary information display screen 20 displays information sorted by funnel name (Everyone's Product Launch), all devices (user devices), and all periods. In other words, the contract summary information display screen 20 shown in Fig. 7 is contract summary information related to the funnel named "Everyone's Product Launch."

[0046] The deal information display screen 20 displays a total sales display section 21, a sales per click display section 22, a sales per user display section 23, and a deal table 24. The total sales display section 21 displays the total amount of sales from the funnel resulting from successful contracts. The sales per click display section 22 displays an index value indicating how much sales have increased with each click by the end user. The sales per user display section 23 displays an index value showing how much sales have increased each time an end user enters the funnel.

[0047] The contract table 24 has columns for funnel step name, customer acquisition access number, customer acquisition user number, list acquisition contract number, list acquisition contract rate, sales contract number, sales contract rate, sales revenue, sales / customer acquisition access number, and sales / customer acquisition user number. Each piece of information arranged horizontally is associated with the other pieces of information. In the funnel step name field, for example, a name that identifies a funnel step set in advance by an advertisement advertiser is set. The number of visits (PV: Page Views) for each funnel step is displayed in the "Number of Visitors" column. The number of users attracted column displays the number of users who accessed each funnel step. The List Acquisition Success Number column displays the number of successful sales at the corresponding funnel step. The List Acquisition Conversion Rate column displays the conversion rate at the corresponding funnel step. This conversion rate can be calculated by dividing the number of users by the number of list acquisition conversions. The number of sales in the sales conversion column shows the number of sales in the corresponding funnel step. It will not be measured if no charge is made. The sales conversion rate column displays the sales conversion rate for the corresponding funnel step. This conversion rate can be calculated by dividing the number of users by the number of sales. The sales revenue column displays the sales amount for the corresponding funnel step. The Sales / Number of Visits column displays the sales amount / number of visits at the corresponding funnel step. It can be calculated as Sales Revenue / Number of Visits. The Sales / Number of Acquired Users column displays the sales amount / number of users at the corresponding funnel step. It can be calculated as Sales Revenue / Number of Users.

[0048] By the way, comparing the funnel steps in the conceptual diagram of the funnel shown in Figure 2 with the funnel steps in the contract table 24, the opt-in page corresponds to funnel step #1, the video page corresponds to funnel step #2, and the payment form for 1.2 million yen corresponds to funnel step #4. There is also a funnel step #3 in the funnel, but it is not shown in Figure 6. Next, an example of a process executed by the advertisement advertiser before the contract summary information display screen 20 is displayed will be described. <Funnel selection flow> An example of screen transitions up to the calculation of the above-mentioned contract information will be described. FIG. 8 is a diagram for explaining a screen displayed on the advertisement posting terminal device according to the embodiment.

[0049] The advertisement placing terminal device 2 of the embodiment displays a top screen 30. This top screen can be displayed by the advertisement placing terminal device 2 accessing the management server 1.

[0050] It should be noted that the screen displayed by the advertising terminal device 2 is transmitted from the management server 1, but in the following explanation, we will omit the explanation of the interaction between the advertising terminal device 2 and the management server 1, and simply state that "the advertising terminal device 2 displays the top screen." On the top screen 30, a funnel list button 31, a report button 32, and a comprehensive report 33 are displayed. The funnel list button 31 is a button that an advertisement advertiser selects when he or she wants to display the contract summary information screen 20 (see FIG. 7) on the monitor. The report button 32 is a button that an advertisement advertiser selects when he or she wants a parameter report to be displayed on the monitor.

[0051] The comprehensive report 33 shows all funnel sales history for all periods. Specifically, it shows sales, number of listings, and number of payments for all periods. Also, the bar graph shows the sales amount for each March. When the advertisement advertiser selects the funnel list button 31 on the top screen 30, the advertisement advertisement terminal device 2 displays a funnel list screen on the monitor. FIG. 9 is a diagram illustrating the funnel list screen.

[0052] The funnel list screen 34 has columns for funnel name, number of steps, update date, and active. The information arranged horizontally is associated with each other. A name for identifying the funnel is set in the funnel name field. The number of funnel steps that each funnel has is set in the step number field. The update date field contains the date on which the funnel was last updated. The active column contains information that identifies whether the funnel is active or inactive. When the advertisement advertiser selects an arbitrary funnel (in FIG. 9, "Let's all launch a product"), the advertisement advertisement terminal device 2 displays a funnel editing screen on the monitor. FIG. 10 is a diagram illustrating the funnel editing screen.

[0053] On the funnel editing screen 40, a funnel name display section 41, a funnel step display section 42, a funnel step information display section 43, and a detailed report button 44 are displayed. In the funnel name display section 41, the funnel name selected by the advertisement advertiser on the funnel list screen 34 is displayed. The funnel step display section 42 displays the funnel step names that identify the funnel hierarchies and funnel steps.

[0054] When an advertiser selects a funnel step name, information corresponding to the selected funnel step name is displayed in funnel step information display section 43. Specifically, funnel step name, URL, form name, and web page display screen are displayed in funnel step information display section 43. Funnel step information display section 43 may also enable changing of funnel step name, editing of web pages, preview, and change of URL.

[0055] When the advertisement advertiser selects a funnel step name and selects the detailed report button 44, the advertisement advertisement terminal device 2 displays on the monitor the contract summary information screen 20 (see FIG. 7) corresponding to the funnel selected on the funnel list screen. Next, the processing of the information processing system 100 according to the embodiment will be described with reference to a flowchart. FIG. 11 is a flowchart illustrating the process of the information processing system according to the embodiment.

[0056] [Step S1] The advertisement placing terminal device 2 assigns unique parameters to each advertisement on the advertisement setting screen of the SNS servers 4a to 4d in response to an operation by an advertisement advertiser. The advertisement placing terminal device 2 stores the assigned parameters in association with the advertisement.

[0057] [Step S2] The advertisement placing terminal device 2 places SNS advertisements on various SNSs on the advertisement setting screens of the SNS servers 4a to 4d in response to the advertisement advertiser's operation. This can increase the number of accesses to the website that is displayed when a user operates the user terminal device to click (select) the advertisement.

[0058] [Step S3] The user operates the user terminal device 3 to display an SNS screen (for example, a screen of an SNS service provided by the SNS server 4a), and selects (clicks) an advertisement displayed on the screen.

[0059] [Step S4] The control unit 12 judges whether or not a contract has been concluded as a result of an action such as a form registration displayed on the user terminal device 3 by selecting an advertisement. Specifically, the management server 1 judges whether or not the management server 1 has received parameters and contract information transmitted by the SNS server 4a in response to the conclusion of a contract. If a contract has not been concluded (No in step S4), the process transitions to step S1, for example, and executes the processes from step S1 onward. If a contract has been concluded (Yes in step S4), the process transitions to step S5.

[0060] [Step S5] The control unit 12 stores the information and parameters related to the contract in a contract information table. For example, if the contract is made in funnel step #1, the control unit 12 stores the email address, the registration date and time, the sales amount, and its parameters in the contract information table T1. If the contract is made in funnel step #2, the control unit 12 stores the information and parameters related to the contract in a contract information table (not shown) prepared separately from the contract information table T1.

[0061] [Step S6] Upon receiving a request from the advertisement advertiser to output a parameter report via the advertisement placing terminal device 2, the control unit 12 executes a parameter report output process. Next, the parameter report output process will be described. FIG. 12 is a flowchart illustrating the parameter report output process.

[0062] [Step S6a] The advertising posting terminal device 2 displays on the monitor a selection screen for selecting a funnel for outputting a report (hereinafter referred to as an output target funnel) and a funnel step. When the control unit 12 receives the selection of the output target funnel from the advertising posting terminal device 2, it transmits the funnel step of the output target funnel to the advertising posting terminal device 2. Then, the process proceeds to step S6b. [Step S6b] Upon receiving a selection of a funnel step of the funnel to be output from the advertising placement terminal device 2, the control unit 12 proceeds to step S6c. [Step S6c] Upon receiving a report output request from the advertisement placing terminal device 2, the control unit 12 proceeds to step S6d. [Step S6d] The control unit 12 creates combined information by combining the contract information for each parameter with reference to the storage unit 11. After that, the process proceeds to step S6e. [Step S6e] The control unit 12 rearranges the FPLTVs in the generated combination information in descending order of numerical value, and then proceeds to step S6f.

[0063] [Step S6f] The control unit 12 transmits the rearranged combined information as a parameter report to the advertisement placing terminal device 2. The advertisement placing terminal device 2 displays the received parameter report on its monitor. This completes the explanation of the processing in FIG. Note that this flowchart is an example, and the order of some of the processes may be changed, or optional processes may be included. Next, an example of a process executed by an advertisement advertiser in the parameter report output process will be described. <Screen transition flow> An example of the screen transitions leading to the output of the parameter report will be described below. FIG. 13 is a diagram for explaining a screen displayed on the advertisement posting terminal device according to the embodiment. When the advertisement advertiser selects a report button 32 on the top screen 30, the advertisement advertisement terminal device 2 displays a selection screen 35 on the monitor.

[0064] The advertiser can select a funnel, a funnel step, and a funnel step category (list acquisition or sales) on the selection screen 35. Although two pull-down menus for selecting funnel steps are arranged in FIG. 13, the number of pull-down menus can be increased or decreased.

[0065] When the advertiser selects a funnel, a funnel step, and a funnel step category (list acquisition or sale) and then selects a button 35a for checking performance, the control unit 12 outputs a parameter report. Next, an example of the parameter report output in step S6f will be described. <Parameter report> 14 is a diagram for explaining an example of a parameter report. In this embodiment, the parameter report is output in the form of a table.

[0066] The parameter report table T2 shown in Fig. 14 has columns for parameters, spending amount, FPLTV, ROAS, number of deals #1, contract rate #1, contract rate #3, contract rate #3, sales #3, number of deals #4, contract rate #4, and sales #4. The information arranged horizontally is associated with each other. This parameter report table T2 shows the case where funnel steps #1, #3, and #4 are selected in step S6b described above. The parameter column contains unique parameters that were assigned when the advertisement was placed.

[0067] The amount spent on advertising (advertising costs) is stored in the Amount Spent column. For parameters other than advertising, the amount spent is not output. The unit price of the product in funnel step #3 is 3,000 yen, and the unit price of the product in funnel step #4 is 1.2 million yen.

[0068] The total sales column stores the total sales for each parameter. This total sales can be calculated by adding the sales from funnel step #1, the sales from funnel step #3, and the sales from funnel step #4.

[0069] The FPLTV field stores the FPLTV. This FPLTV can be calculated by (sales in funnel step #1 + sales in funnel step #3 + sales in funnel step #4) / number of conversions in funnel step #1. As mentioned above, FPLTV is the lifetime value of a user per parameter in the funnel. The larger the FPLTV value, the better the parameter (source of access) is.

[0070] The ROAS column stores the return on investment, that is, an index that determines how much return the funnel brought about for the advertising cost. For parameters other than advertising, the amount spent is not output. This ROAS can be calculated by (sales from funnel step #1 + sales from funnel step #3 + sales from funnel step #4) / amount spent. The number of sales for the funnel step specified at the time of output (for example, funnel step #1) is stored in the field for number of sales #1. The conversion rate of the funnel step (for example, funnel step #1) specified at the time of output is stored in the conversion rate #1 field. The number of sales for the funnel step specified at the time of output (for example, funnel step #3) is stored in the field for number of sales #3. The conversion rate of a specified funnel step (for example, funnel step #3) is stored in the conversion rate #3 field. The Sales #3 column stores the sales of the specified funnel step (for example, funnel step #3). It is not displayed when "List Acquisition". The number of sales for the funnel step specified at the time of output (for example, funnel step #4) is stored in the field for number of sales #4. The conversion rate #4 field stores the conversion rate of a specified funnel step (for example, funnel step #4). The Sales #4 column stores the sales for the specified funnel step (for example, funnel step #4). It is not displayed when "List Acquisition".

[0071] As described above, according to the information processing system 100, the management server 1 has a memory unit 11 that stores unique parameters that are linked and assigned to each web advertisement or web post (creative) to be moved to a sales funnel on the web having multiple funnel steps, and a control unit 12 that, when a deal is made on the web page related to the sales funnel to which the user is moved when the web advertisement or web post is selected, outputs the amount at which the deal was made and the funnel step in association with the parameters.

[0072] The control unit 12 then calculates the FPLTV, which indicates how much of a product was sold by each creative in a funnel unit. This makes it easy to identify effective creatives that contribute to sales. This makes it possible to reduce wasteful advertising expenses and improve investment efficiency. In addition, since creatives with diversified LTV can be identified, a highly cost-effective funnel can be constructed. In addition, the cost spent on extensive research can be reduced.

[0073] The processing performed by the management server 1 may be distributed among a plurality of devices. For example, one device may perform the processing up to step S5 in FIG. 11, and another device may perform the parameter report output processing.

[0074] Although the information processing device, information processing method, and program of the present invention have been described above based on the illustrated embodiment, the present invention is not limited thereto, and the configuration of each part can be replaced with any configuration having a similar function. In addition, any other configuration or process may be added to the present invention. Furthermore, the present invention may be a combination of any two or more configurations (features) of the respective embodiments described above.

[0075] The above processing functions can be realized by a computer. In this case, a program is provided that describes the processing contents of the functions possessed by the management server 1. The above processing functions are realized on the computer by executing the program on the computer. The program describing the processing contents can be recorded on a computer-readable recording medium. Examples of computer-readable recording media include magnetic storage devices, optical disks, magneto-optical recording media, and semiconductor memories. Examples of magnetic storage devices include hard disk drives, flexible disks (FDs), and magnetic tapes. Examples of optical disks include DVDs, DVD-RAMs, and CD-ROM / RWs. Examples of magneto-optical recording media include MOs (Magneto-Optical disks).

[0076] When distributing a program, for example, the program is recorded on a portable recording medium such as a DVD or CD-ROM and then sold. The program can also be stored in a storage device of a server computer and transferred from the server computer to other computers via a network.

[0077] A computer that executes a program stores, for example, a program recorded on a portable recording medium or a program transferred from a server computer in its own storage device. The computer then reads the program from its own storage device and executes processing according to the program. The computer can also read the program directly from a portable recording medium and execute processing according to the program. The computer can also execute processing according to the received program each time a program is transferred from a server computer connected via a network.

[0078] At least a part of the above processing functions can also be realized by electronic circuits such as a digital signal processor (DSP), an application specific integrated circuit (ASIC), or a programmable logic device (PLD). [Explanation of symbols]

[0079] 1 Management server (information processing device) 2. Advertising terminal device 3 User terminal equipment 4. SNS Server 11 Storage section 12 Control section 20 Transaction summary information screen 21 Total sales display section 22 Revenue per click display 23 Sales per user display section 30 Top screen 31 Funnel List Button 32 Report button 33 General Report 34 Funnel list screen 35 Selection Screen 40 Funnel editing screen 41 Funnel name display section 42 Funnel step display 43 Funnel step information display section 44 Detailed Report Button 100 Information Processing Systems T1 Deal information table T2 Parameter Report Table

Claims

1. a storage unit that stores unique parameters associated with and assigned to each web advertisement or web post that is to be moved into a web sales funnel having a plurality of funnel steps; a control unit that outputs, when a contract is made in a sales funnel to which the user is redirected when the user selects the web advertisement or web post, the amount of the contract and the funnel step in which the contract is made in association with parameters; 13. An information processing device comprising:

2. The information processing device according to claim 1 , wherein the control unit calculates, for each parameter, a value obtained by dividing a total of sales at each funnel step by the number of contracts at the top funnel step.

3. The computer storing unique parameters associated with and assigned to each web advertisement or web posting that is to be moved into a web-based sales funnel having a plurality of funnel steps; When a contract occurs in the sales funnel to which the user is redirected when the user selects the web advertisement or web post, the amount of the contract and the funnel step are output in association with the parameters.

23. An information processing method comprising:

4. On the computer, storing unique parameters associated with and assigned to each web advertisement or web posting that is to be moved into a web-based sales funnel having a plurality of funnel steps; When a contract occurs in the sales funnel to which the user is redirected when the user selects the web advertisement or web post, the amount of the contract and the funnel step are output in association with the parameters. A program characterized by executing a process.

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