Measurement device, measurement method, and measurement program

Abstract

To support analyzing effectiveness of advertisements and web pages in attracting customers to prescribed points.SOLUTION: A measurement device includes an acquisition unit, an identification unit, and a creation unit. The acquisition unit acquires contact information related to user devices that have come into contact with either an advertisement or a web page, and visit information related to user devices that have visited a prescribed point. The identification unit identifies a stay status regarding the prescribed point of the user devices that have come into contact with either the advertisement or the web page based on the contact information and the visit information. The creation unit creates output information in a prescribed format based on the identification result by the identification unit.SELECTED DRAWING: Figure 4

Description

[Technical field]

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

[0002] Conventionally, there are known techniques for calculating the advertising effectiveness of advertisements and web pages. For example, the technique disclosed in Patent Document 1 calculates the advertising effectiveness of each advertising medium based on the timing of a user's viewing of the advertising medium and preset weighting information. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] JP 2015-64782 A Summary of the Invention [Problem to be solved by the invention]

[0004] However, it is difficult to say that the above-mentioned conventional technology is capable of analyzing the effectiveness of advertisements and Web pages in attracting customers to a specific location. [Means for solving the problem]

[0005] The measurement device of the present invention is a measurement device that measures the effectiveness of advertisements and web pages. The measurement device has an acquisition unit, an identification unit, and a creation unit. The acquisition unit acquires contact information regarding user devices that have come into contact with either the advertisement or the web page, and visit information regarding user devices that have visited a specified location. The identification unit identifies the stay behavior of the user devices that have come into contact with either the advertisement or the web page at the specified location based on the contact information and the visit information. The creation unit creates output information in a specified format based on the identification result by the identification unit. Effect of the Invention

[0006] The present invention has an effect of supporting the analysis of the effectiveness of advertisements and Web pages in attracting customers to a given location. [Brief description of the drawings]

[0007] [Figure 1] FIG. 1 is a diagram showing a configuration of an advertising effect measurement system according to an embodiment. [Diagram 2] FIG. 2 is a diagram illustrating an example of visit detection logic according to the embodiment. [Figure 3A] FIG. 3A is a diagram illustrating an example of a discrimination method based on a discrimination period according to an embodiment. [Figure 3B] FIG. 3B is a diagram illustrating an example of a discrimination method based on a discrimination period according to an embodiment. [Figure 3C] FIG. 3C is a diagram illustrating an example of a discrimination method based on a discrimination period according to an embodiment. [Figure 3D] FIG. 3D is a diagram illustrating an example of a discrimination method based on a discrimination period according to an embodiment. [Figure 4] FIG. 4 is a diagram illustrating an example of a device configuration of an advertising effect measurement system according to an embodiment. [Diagram 5] FIG. 5 is a diagram showing an example of a condition designation screen according to the embodiment. [Figure 6A] FIG. 6A is a diagram illustrating an example of output information according to the embodiment. [Figure 6B] FIG. 6B is a diagram illustrating an example of output information according to the embodiment. [Figure 6C] FIG. 6C is a diagram illustrating an example of output information according to the embodiment. [Figure 7A] FIG. 7A is a flowchart illustrating an example of a contact information acquisition process according to the embodiment. [Figure 7B] FIG. 7B is a flowchart illustrating an example of a visit information acquisition process according to the embodiment. [Figure 8] FIG. 8 is a flowchart illustrating an example of a measurement process according to the embodiment. [Figure 9]FIG. 9 is a hardware configuration diagram showing an example of a computer that realizes the functions of the measurement device according to the embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0008] Hereinafter, a detailed description will be given of a mode for carrying out a measurement device, a measurement method, and a measurement program according to the present invention (hereinafter, referred to as an "embodiment") with reference to the drawings. Note that the measurement device, the measurement method, and the measurement program according to the present invention are not limited to the embodiment.

[0009] (Embodiment) 1. Introduction Conventionally, advertisements at specific locations such as stores and event venues and advertisements using web pages have been conducted for the purpose of selling products at stores and attracting customers to events. When advertising, it is important to know the advertising effectiveness of advertisements and web pages. For example, it is important to know whether advertisements and web pages are effective in attracting customers to specific locations.

[0010] For this reason, it is necessary to understand which users have come into contact with advertisements and web pages and visited a specific location, and calculate the advertising effectiveness. However, conventional technology is limited to calculating the advertising effectiveness for each advertising medium based on the timing at which users view the advertising medium and preset weighting information, and it is difficult to say that it is able to analyze the effectiveness of advertisements and web pages in attracting customers to a specific location.

[0011] Therefore, the measurement device according to the present embodiment aims to support the analysis of the effect of advertisements and web pages on attracting customers to a specific location. Specifically, the measurement device performs a process of identifying the stay status of the user device of each user who has come into contact with either the advertisement or the web page at the specific location. In this way, the measurement device 10 can support the analysis of the effect of advertisements and web pages on attracting customers to the specific location.

[0012] [2. Overall overview] Here, a measurement system 1 including a measurement device 100 according to the present embodiment will be described with reference to Fig. 1. Fig. 1 is a diagram showing the configuration of an advertising effect measurement system 1 according to the embodiment.

[0013] 1, the advertising effectiveness measurement system 1 may be configured to include a user device 10, an advertiser device 20, a detection device 30, and a measurement device 100. The user device 10, the advertiser device 20, the detection device 30, and the measurement device 100 are connected to each other via a network NW so as to be able to communicate with each other via wired or wireless communication.

[0014] The user device 10 is an information processing terminal used by a user, and may be, for example, a smartphone, a tablet terminal, a notebook PC (Personal Computer), a desktop PC, a mobile phone, a PDA (Personal Digital Assistant), etc. The user here refers to a general consumer (end user) who goes to a real store to shop or receive services.

[0015] For example, the user device 10 displays a screen (advertising medium) including the delivered advertisement. The advertisement may be any type of advertisement. Examples of advertisements include display advertisements, pop-up advertisements, and pop-under advertisements. When a screen including an advertisement is displayed on the user device 10 of the user, the user becomes a user who has come into contact with the advertisement. In this embodiment, contact with an advertisement may include not only the advertisement being posted, but also a predetermined user operation (e.g., clicking) on ​​the advertisement. In this embodiment, contact with a Web page that functions as an advertisement, such as a product page or an event information page by an advertiser, is also expressed as "contact with an advertisement" for convenience. In this embodiment, contact with a predetermined Web page that is not an advertisement may also be expressed as "contact with an advertisement" for convenience. For example, when a user wants to obtain information about a product sold at a predetermined location and information about the predetermined location, the user uses the user device 10 to search for a Web page. The user device 10 displays an advertisement and a Web page that notifies at least one of the product sold at the predetermined location and information about the predetermined location. The predetermined location may be a real store, an event venue, or the like. In this case, the user is a user who has come into contact with the advertisement. The user, whose interest has been heightened by coming into contact with the advertisement, visits the location targeted by the advertisement.

[0016] The advertiser device 20 is an information processing terminal used by the advertiser, for example, a smart The device may be a mobile phone, a tablet terminal, a notebook PC, a desktop PC, a mobile phone, a PDA, etc. The advertiser here refers to the source that submits the advertisement. For example, the advertiser may be a company that is a client of a distributor that mediates advertisement distribution, and may operate a store.

[0017] For example, the advertiser device 20 distributes advertisements to the measurement device 100 in response to the advertiser's operation. In addition, the advertiser device 20 can also submit the advertisement itself to the measurement device 100 in response to an operation by the advertiser.

[0018] The detection device 30 is a device installed in a real store operated by an advertiser (e.g., a client company of a distribution provider) for detecting visits. For example, the detection device 30 may be a Wi-Fi access point installed in the store of the client company. The detection device 30 may be provided by the distribution provider or a partner company of the distribution provider. The detection device 30 detects a user having a user device 10 as visiting a store when an interaction is obtained with a specific tag that is previously assigned to an advertisement or a Web page.

[0019] The measurement device 100 is an example of a measurement device according to an embodiment of the present disclosure, and performs a series of information processing related to customer attraction measurement. The measurement device 100 in this embodiment is a measurement device that measures the customer attraction effect of advertisements and web pages to a specific location. The measurement device 100 is capable of performing the following processing as a premise.

[0020] The measurement device 100 can obtain a hierarchical structure in which multiple types of management units for managing advertisements are each configured as one hierarchical level. The measurement device 100 can also accept a setting from the advertiser to set one of the registration items registered for each management unit as a measurement unit for the advertisement effectiveness. In this state, the measurement device 100 can count the advertisement effectiveness for one advertisement determined to have contributed to the offline behavior of an advertisement-exposed user among a group of advertisements associated with the registration item defined as the measurement unit.

[0021] In addition, the user device 10, the advertiser device 20, and the detection device 30 perform edge processing near the customer. The measuring device 100 performs processing on the cloud side, whereas the edge computer performs processing on the cloud side. That is, the measuring device 100 may be a server device. That's fine.

[0022] (About visit detection logic) Next, the logic of visit detection will be described with reference to FIG. 2. FIG. 2 is a diagram showing an example of the visit detection logic according to the embodiment. First, according to the example of FIG. 2, in the advertisement distribution service provided by the distribution company, medium M1, medium M2, and medium M3 are defined as advertising media on which submitted advertisements are to be published. Medium M1, medium M2, and medium M3 may be web pages that can include advertisements, or may be product pages or event information pages for advertising. Furthermore, a tag TG for visit detection is inserted into the submitted advertisement. Note that the insertion of the tag TG may be performed by the measurement device 100.

[0023] In this state, when the user device 10 displays the medium M1, which is a screen including an advertisement with an inserted tag TG, the user device 10 transmits contact information of the user device 10 to the measurement device 100. The contact information is information indicating that the user has come into contact with an advertisement or a web page. The contact information includes terminal information for identifying the user device 10, the date and time of contact with the advertisement, information on the tag inserted in the medium M1, medium information indicating the medium M1 on which the advertisement was published, and the like. The contact information is accumulated in the contact / visit information database 121 as one record in the distribution history of the advertisement distribution.

[0024] Assume that a user who has become an advertisement-exposed user by being exposed to an advertisement visits a real store equipped with a detection device 30 as shown in FIG. 2. In this case, the user device 10 and the detection device 30 are connected by short-range wireless communication, and as a result, the detection device 30 detects the user having the user device 10 as visiting the store via the short-range wireless communication. For example, the detection device 30 periodically attempts short-range wireless communication, and detects the user having the user device 10 that is capable of short-range wireless communication with the user device 10 as visiting the store. When the detection device 30 detects the user device 10, it performs short-range wireless communication with the detected user device 10 and acquires terminal information of the user device 10. In addition, the detection device 30 periodically performs short-range wireless communication with the detected user device 10, and measures the period during which short-range wireless communication is possible as the stay time of the user having the user device 10. The detection device 30 transmits visit information indicating the detection of the visit to the measurement device 100. The visit information includes terminal information for identifying the user device 10, the date and time of visit, the duration of stay, location identification information for identifying the location of the visit, and the like. The visit information is stored in the contact / visit information database 121 as one record of a distribution history in advertisement distribution. Examples of short-range wireless communication include Bluetooth (registered trademark) and WiFi (registered trademark). When acquiring the visit information, a GNSS (Global Navigation Satellite System) positioning technology including a GPS (Global Positioning System) may be utilized. For example, the measurement device 100 may acquire, from the user device 10, location information obtained based on the GNSS positioning technology or the like by an application installed in the user device 10, and may acquire visit information regarding the user device 10 that has visited a specific location by identifying the location from the acquired location information.

[0025] Although the above description has been given on the assumption that an advertisement is distributed, for example, a specific Web page may be used instead of an advertisement. In this case, the above-mentioned tag TG may be inserted into the specific Web page instead of the advertisement.

[0026] (Regarding the judgment period) Next, an overview of counting by the measurement device 100 of this embodiment will be described with reference to Figures 3A to 3D. Figures 3A to 3D are diagrams showing an example of a discrimination method based on a discrimination period according to this embodiment.

[0027] As described above, the measurement device 100 of this embodiment measures the effect of attracting customers to a specific location by advertisements and Web pages, based on the contact information received from the user device 10 and the visit information received from the detection device 30.

[0028] Here, the advertising effect of an advertisement or a Web page on a user decreases with the passage of time from the time when the user comes into contact with the advertisement or the Web page.

[0029] Therefore, the measurement device 100 performs counting based on a discrimination period as a predetermined counting condition, and classifies and counts whether a user's visit is due to the effect of an advertisement or a web page. The discrimination period is set as a period during which a user's visit is considered to be due to the effect of an advertisement. For example, the discrimination period is set to 30 days.

[0030] In Fig. 3A to Fig. 3D, the events that occurred are listed in chronological order (date) from left to right. First, a pattern in which the measurement device 100 counts a user as a customer attracted by the advertising effect will be described. In Fig. 3A, a user comes into contact with (views) an advertisement or a Web page on June 1, and visits a store related to the advertisement or Web page on June 18. In Fig. 3A, the user visits a store within a discrimination period from the time of contact with the advertisement or Web page. In this case, the measurement device 100 counts one visit by the user as one visit due to the advertising effect. Also, in Fig. 3B, a user comes into contact with (views) an advertisement or a Web page on June 1, and visits a store related to the advertisement or Web page twice, on June 18 and June 27. In Fig. 3B, the user visits a store twice within a discrimination period from the time of contact with the advertisement or Web page. In this case, the measurement device 100 may count the two visits by the user as two visits due to the advertising effect, or may count only the first visit from the timing of contact with the advertisement or web page as one visit due to the advertising effect. The measurement device 100 also counts the visits of the user according to the duration of stay at the store. Note that the measurement device 100 may count a visit as due to the advertising effect if the user contacts the advertisement or web page within a determination period before the timing of visiting the store.

[0031] On the other hand, in FIG. 3C, the user visits a store related to the advertisement or Web page on June 18th without coming into contact with (viewing) the advertisement or Web page. In this case, the measurement device 100 counts the user's one visit as one visit due to reasons other than the advertising effect. Also, in FIG. 3D, the user comes into contact with (views) the advertisement or Web page on June 1st, and visits a store related to the advertisement or Web page on July 10th. In FIG. 3D, the user visits the store after a discrimination period has passed since the time of coming into contact with the advertisement or Web page. In this case, the measurement device 100 counts the user's one visit as one visit due to reasons other than the advertising effect.

[0032] In this way, the measurement device 100 can classify and count user visits into visits due to advertising effects and visits due to reasons other than advertising effects, based on the conditions of a preset determination period.

[0033] 3. Overall Structure [3-1. Advertising effectiveness measurement system configuration] From here, an embodiment realized by the advertising effect measurement system 1 of the present embodiment will be described. Fig. 4 is a diagram showing an example of a device configuration of the advertising effect measurement system 1 according to the embodiment. As shown in Fig. 4, the advertising effect measurement system 1 has a configuration in which a measurement device 100 and a detection device 30 are connected via a predetermined network NW. Note that the number of detection devices 30 included in the advertising effect measurement system 1 is not limited and may be more than one.

[0034] 3-2. Configuration of the detection device 30 Next, a configuration example of the detection device 30 according to the embodiment will be described. As shown in FIG.

[0035] (Regarding communication unit 31) The communication unit 31 is realized by, for example, a network interface card (NIC) etc. The communication unit 31 is connected to the network NW by wire or wirelessly, and transmits and receives information between the detection device 30 and the measurement device 100.

[0036] (Regarding the storage unit 32) The storage unit 32 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk, an optical disk, etc. As shown in Fig. 4, the storage unit 32 stores radio wave condition information 32a.

[0037] (Regarding radio wave condition information 32a) The radio wave condition information 32a is a condition used when detecting the user device 10. Specifically, the radio wave condition information 32a is information on a threshold as to whether or not the user device 10 is to be detected based on the radio wave intensity in radio wave communication between the user device 10 and the detection device 30.

[0038] (Regarding the control unit 33) The control unit 33 is realized by a processor such as a CPU (Central Processing Unit) or an MPU (Micro Processing Unit) executing various programs stored in a storage device inside the detection device 30 using a RAM as a working area. The control unit 33 is also realized by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

[0039] When a user having the user device 10 visits a predetermined location, the control unit 33 detects the user device 10 using a predetermined short-range wireless communication technology (e.g., Bluetooth (registered trademark), WiFi (registered trademark), etc.). Specifically, the control unit 33 periodically attempts short-range wireless communication, and detects a user device 10 that is capable of short-range wireless communication with the user device 10 and has radio wave strength equal to or greater than the threshold of the radio wave condition information 32a.

[0040] When the control unit 33 detects the user device 10, it performs short-distance wireless communication with the detected user device 10 and acquires terminal information of the user device 10. The control unit 33 also periodically performs short-distance wireless communication with the detected user device 10 and measures the period during which short-distance wireless communication is possible as the stay time of the user who owns the user device 10. For example, the control unit 33 performs short-distance wireless communication with the user device 10 at predetermined time intervals and measures the period during which short-distance wireless communication with the user device 10 is continuously possible as the stay time of the user who owns the user device 10. The predetermined time is set to a time suitable for measuring the stay time. For example, the predetermined time is set to about 1 second to 1 minute, for example 30 seconds. The predetermined time may be variable depending on the communication situation.

[0041] The control unit 33 transmits the visit information to the measurement device 100. The control unit 33 may transmit the visit information collectively on a regular basis, such as every hour or every day, or may transmit only the visit information related to the detected user device 10 when the detected user device 10 is no longer detected.

[0042] 3-3. Configuration of the measuring device 100 Next, a configuration example of the measurement device 100 according to the embodiment will be described. The measurement device 100 includes a communication unit 110, a storage unit 120, and a control unit .

[0043] (Regarding communication unit 110) The communication unit 110 is realized by, for example, a NIC etc. The communication unit 110 is connected to the network NW by wire or wirelessly, and transmits and receives information between the measuring device 100 and the detection device 30.

[0044] (Regarding the storage unit 120) The storage unit 120 is realized by, for example, a semiconductor memory element such as a RAM or a flash memory, or a storage device such as a hard disk or an optical disk. As shown in FIG. 4, the storage unit 120 stores a contact / visit information database 121 and counting condition information 122.

[0045] (About Contact / Visit Information Database 121) The contact / visit information database 121 stores contact information and visit information. For example, the contact / visit information database 121 stores contact information transmitted when the user device 10 displays a medium M1, which is a screen including an advertisement with a tag TG inserted therein, as shown in Fig. 2. Specifically, the contact / visit information database 121 stores, as contact information, terminal information for identifying the user device 10 of the user, the date and time of contact with the advertisement, tag information, medium information indicating the medium on which the advertisement is to be published, and the like.

[0046] 2, when the user device 10 visits a real store equipped with the detection device 30 and is detected based on short-range wireless communication technology, the contact / visit information database 121 stores visit information transmitted by the detection device 30. Specifically, the contact / visit information database 121 stores, as the above-mentioned visit information, terminal information for identifying the user device 10, the date and time of visit, the duration of stay, location identification information for identifying the location visited, and the like.

[0047] It should be noted that the above-mentioned information is merely an example, and the contact / visit information database 121 can store any information that falls within the category of contact information or visit information, without any limitations.

[0048] (Regarding counting condition information 122) The counting condition information 122 stores information on counting conditions used by a later-described specification unit 133 to perform a predetermined counting. Specifically, the counting condition information 122 stores a determination period 122a as information on the counting condition.

[0049] (Regarding discrimination period 122a) The determination period 122a is a predetermined period set to determine whether the visit of a user who visited a processing point related to advertisements and Web pages is due to the effect of advertisements or due to other reasons. The determination period 122a is set according to how many days from the date of visit are determined to be due to the effect of advertisements.

[0050] (Regarding the control unit 130) The control unit 130 is realized by a processor such as a CPU or an MPU executing various programs stored in a storage device inside the measuring device 100 using a RAM as a working area. The control unit 130 is also realized by an integrated circuit such as an ASIC or an FPGA. As shown in FIG. 4, the control unit 130 has an acquisition unit 131, a reception unit 132, an identification unit 133, a creation unit 134, and a presentation unit 135.

[0051] (Regarding the acquisition unit 131) The acquisition unit 131 acquires contact information of a user who has come into contact with an advertisement from the user device 10. For example, the acquisition unit 131 can acquire, as the contact information, terminal information for identifying the user device 10, the date and time of contact with the advertisement, information on the inserted tag, medium information indicating the medium in which the advertisement is published, and the like from the user device 10. Note that, when the contact information is stored in an external device other than the user device 10, the acquisition unit 131 can acquire the contact information from the external device. The acquisition unit 131 stores the acquired contact information in the contact / visit information database 121.

[0052] The acquisition unit 131 also acquires visit information from the detection device 30. For example, the acquisition unit 131 can acquire, as the visit information, terminal information for identifying the user device 10, the visit date and time, the stay duration, location identification information for identifying the visited location, and the like. Note that the acquisition unit 131 is not limited to the above-mentioned information, and can acquire any information used for performing a predetermined count. The acquisition unit 131 stores the acquired visit information in the contact / visit information database 121.

[0053] (Regarding the reception unit 132) The reception unit 132 receives input of various information. For example, the reception unit 132 receives designation of at least one of an advertisement, a web page, a location, and a counting period for which a stay behavior is to be identified. In response to an access via the network NW, the reception unit 132 provides a condition designation screen 150 to the access source, and receives conditions for which a stay behavior is to be identified from the condition designation screen 150. For example, an advertiser operates the advertiser device 20 to access the measurement device 100, causes the measurement device 100 to display the condition designation screen 150 provided by the measurement device 100, and inputs conditions into the condition designation screen 150.

[0054] 5 is a diagram showing an example of a condition specification screen 150 according to an embodiment. The condition specification screen 150 has an advertisement specification area 151 for specifying an advertisement for which the stay behavior is to be identified, a web page specification area 152 for specifying a web page for which the stay behavior is to be identified, and a location specification area 153 for specifying a location for which the stay behavior is to be identified. The condition specification screen 150 also has a start date specification area 154 for specifying a start date of a counting period for which the stay behavior is to be identified, and an end date specification area 155 for specifying an end date of the counting period for which the stay behavior is to be identified. The condition specification screen 150 also has a cancel button 156 for issuing a cancellation instruction, and an execute button 157 for issuing an instruction to start processing.

[0055] Advertisement designation area 151, Web page designation area 152, location designation area 153, start date designation area 154, and end date designation area 155 are optional designation areas, and when conditions are to be designated, the conditions are input. When advertisement designation area 151, Web page designation area 152, and location designation area 153 are selected, designable information may be displayed as candidates, and may be configured to be selectable from the candidates.

[0056] The advertiser specifies conditions in the Web page specification area 152, the location specification area 153, the start date specification area 154, and the end date specification area 155 as necessary. For example, when the advertiser specifies an advertisement, the advertiser inputs tag information included in the specified advertisement in the advertisement specification area 151. Note that the advertisement may be specified in units of advertisement management. When the advertiser specifies a Web page, the advertiser inputs tag information included in the specified Web page in the Web page specification area 152. When the advertiser specifies a location, the advertiser inputs location identification information of the specified location in the location specification area 153. When the advertiser specifies a start date of the aggregation period, the advertiser inputs the start date in the start date specification area 154. When the advertiser specifies an end date of the aggregation period, the advertiser inputs the end date in the end date specification area 155. Note that the receiving unit 132 may receive the specification of the discrimination period 122a. For example, the discrimination period 122a may be specified by providing a specification area for specifying the discrimination period 122a in the condition specification screen 150. When the advertiser has completed specifying the conditions, he or she presses the execute button 157 .

[0057] (Regarding the specific unit 133) Returning to FIG. 4, the identification unit 133 identifies the stay behavior of the user device 10 at a specific location where the user device 10 has come into contact with either an advertisement or a Web page, based on the contact information and visit information. For example, when the reception unit 132 receives a designation of the execute button 157, the identification unit 133 reads out the contact information and visit information that satisfy the designated condition from the contact / visit information database 121. For example, when a location is designated, the identification unit 133 reads out the visit information of the location identification information for which the location identification information is designated. Furthermore, when at least one of the start date and the start date of the aggregation period is designated, the identification unit 133 reads out the visit information in which the visit date and time is the period between the designated start date and the start date. Furthermore, when an advertisement or a Web page is designated, the identification unit 133 reads out the contact information of the tag information for which the tag information is designated.

[0058] The identification unit 133 identifies the stay behavior of the user device 10 that has come into contact with either the advertisement or the Web page at a given location, based on the read contact information and visit information.

[0059] For example, the identification unit 133 identifies the stay status of the user device 10 that visited the predetermined location within the discrimination period 122a from the timing of contact with either the advertisement or the Web page, for the predetermined location. Specifically, the identification unit 133 identifies the user device 10 that visited each location from the read visit information. The identification unit 133 identifies the stay status for each location from the visit information of each identified user device 10 for each location. For example, the identification unit 133 reads the visit date and time from the visit information of each identified user device 10 for each location, and identifies the timing and terminal information at which the identified user device 10 visited the location. The identification unit 133 identifies the timing of contact with either the advertisement or the Web page from the contact date and time of the advertisement of each identified user device 10 for each location based on the read contact information. The identification unit 133 determines whether the location was visited within the discrimination period 122a from the timing of contact with either the advertisement or the Web page for each location. The identification unit 133 identifies the stay status of the user device 10 at the location from the visit information of each user device 10 determined to have visited the location within the discrimination period 122a from the timing of contact with either the advertisement or the Web page. Note that the identification unit 133 may identify, for each location, the user device 10 that has contacted the advertisement or the Web page within the discrimination period prior to the timing of visiting the location, and identify, for each location, the stay status of each identified user device 10.

[0060] For example, the identification unit 133 identifies at least one of the number of times the user device 10 visited the location and the number of user devices 10 that visited the location, for each location, according to the number of times the user device 10 that contacted the advertisement and the Web page visited the location during the discrimination period 122a. Specifically, the identification unit 133 counts the number of times each user device 10 visited the location, for each location, from the visit information of each user device 10 that was determined to have visited the location during the discrimination period 122a. For example, the identification unit 133 counts the number of times each user device 10 visited the location, counting each state in which the user device 10 stayed at the location during the discrimination period 122a as one time. The identification unit 133 identifies the total number of times each user device 10 visited the location and the number of user devices 10 that visited the location, for each location, according to the number of times the user device 10 visited the location. Note that the identification unit 133 may count a user device 10 as one time even if the user device 10 visited the location multiple times during the discrimination period 122a.

[0061] Also, for example, the specification unit 133 specifies at least one of the number of times the user device 10 visited the location and the number of user devices 10 that visited the location, for each location, by the stay time during which the user device 10 that visited the location during the discrimination period 122a stayed at the location during the discrimination period 122a. Specifically, the specification unit 133 counts the number of times each user device 10 visited the location during the discrimination period 122a from the visit information of each user device 10 that was determined to have visited the location during the discrimination period 122a, for each location. For example, the specification unit 133 reads the stay time from the visit information of each user device 10, and counts the number of times each user device 10 visited the location by each stay time, counting each state in which the user device 10 stayed at the location during the discrimination period 122a as one time. Also, the specification unit 133 specifies the number of user devices 10 that visited the location by each stay time, for each location, by the stay time, by counting a state in which the user device 10 stayed at the location at least once during the discrimination period 122a as one time. The identification unit 133 identifies the total number of times each user device 10 has visited each location and the number of user devices 10 that have visited each location, for each stay time.

[0062] In the embodiment, the visit information is assumed to be information detected by the detection device 30, but is not limited thereto. The visit information may be acquired using GNSS positioning technology or the like. For example, the identification unit 133 may perform counting using visit information identified by a predetermined detection method from the location information of the user device 10 acquired by the user device 10 using GNSS positioning technology or the like. In the predetermined detection method, for example, a location corresponding to the location information is identified based on the location information, thereby identifying the location such as a store visited, the date and time of visit to the location, and the duration of stay.

[0063] (About the creation unit 134) The creation unit 134 creates output information in a predetermined format based on the identification result by the identification unit 133. For example, the creation unit 134 creates output information in a data structure that allows the identification result by the identification unit 133 to be displayed in a table format.

[0064] (Regarding the presentation unit 135) The presentation unit 135 presents the output information created by the creation unit 134 in a predetermined format. For example, the presentation unit 135 can visualize and present the output information created by the creation unit 134 on a terminal device such as the advertiser device 20 of the advertiser. For example, the presentation unit 135 displays the output information on the terminal device. Note that the presentation unit 135 can present the output information without limiting the presentation method as long as the method allows the output information to be perceived based on the five senses.

[0065] Here, an example of the output information created by the creation unit 134 will be described with reference to Figures 6A and 6b. Figures 6A and 6b are diagrams showing an example of the output information according to the embodiment.

[0066] FIG. 6A shows a case where the total number of visits by each user device 10 and the number of user devices 10 that have visited each location are output in a predetermined format for each number of visits to the location. In FIG. 6A, for the locations "Information Counter", "Food Court", and "Insurance Counter", the total number of visits by each user device 10 is shown in "Total Visits", and the number of user devices 10 that have visited each location is shown in "Unique Visits". Each user device 10 is a terminal possessed by a user. Therefore, the "Total Visits" corresponds to the total number of visits by users who have come into contact with an advertisement or a Web page. The "Unique Visits" corresponds to the number of unique users excluding duplicates for users who have come into contact with an advertisement or a Web page. Therefore, the measurement device 100 can provide, as output information, the total number of visits by users who have come into contact with an advertisement or a Web page and the number of unique users who have visited each location as stay behavior for each location. This allows advertisers to grasp the total number of visits by users who came into contact with an advertisement or web page, and the number of unique users who visited. This allows advertisers to evaluate the effectiveness of an advertisement or web page in attracting customers to each location. For example, advertisers can evaluate whether an advertisement or web page is effective in attracting customers to a certain location. In addition, advertisers can evaluate what kind of visit tendency an advertisement or web page creates in users. In addition, advertisers can evaluate whether an advertisement or web page is effective in encouraging many users to visit.

[0067] FIG. 6B shows a case where the total number of visits by each user device 10 and the number of user devices 10 that visited each location are output in a predetermined format for each stay time at the location. In FIG. 6B, for the locations "Information Counter" and "Food Court," the total number of visits by each user device 10 is shown in "total visits," and the number of user devices 10 that visited each location is shown in "unique visits." The "total visits" corresponds to the total number of visits by users who came into contact with the advertisement or Web page. The "unique visits" corresponds to the number of unique users who came into contact with the advertisement or Web page. Thus, the measurement device 100 can provide, as output information, the total number of visits by users who came into contact with the advertisement or Web page and the number of unique users who visited each location. This allows the advertiser to grasp the total number of visits by users who came into contact with the advertisement or Web page and the number of unique users who visited each location for each stay time. This allows the advertiser to evaluate the effect of the advertisement or Web page in attracting customers to each location. For example, advertisers can evaluate whether their advertisements or web pages are effective at increasing the time spent at a given site. Also, advertisers can evaluate how their advertisements or web pages influence the trends in users' time spent at a given site.

[0068] The above-mentioned output information is merely an example, and the creation unit 134 may process information based on the identification result of the identification unit 133 and create output information in a predetermined format.

[0069] Furthermore, the identification unit 133 may further identify the stay status of the user device 10 that visited the predetermined location, including the user device 10 that visited the predetermined location without contacting either the advertisement or the Web page, and the user device 10 that visited the predetermined location after the determination period 122a has elapsed since the timing of contacting either the advertisement or the Web page, based on the contact information and the visit information. For example, the identification unit 133 may count the number of times the user device 10 visited the location, based on the read contact information and visit information, by the user device 10 that visited the location without contacting either the advertisement or the Web page, and the user device 10 that visited the location after the determination period 122a has elapsed since the timing of contacting either the advertisement or the Web page, and identify the total number of times each user device 10 visited the location and the number of user devices 10 that visited the location, by the number of times the location was visited. For example, the identification unit 133 may count, for each location and by stay time, the total number of visits of the user device 10 that visited the location without contacting either the advertisement or the Web page, and the number of user devices 10 that visited the location after the determination period 122a has elapsed since the timing of contacting either the advertisement or the Web page, and the number of user devices 10 that visited the location. The creation unit 134 may create output information that outputs, in a predetermined format, the stay status of the user device 10 that contacted either the advertisement or the Web page, the stay status of the user device 10 that did not contact either the advertisement or the Web page, and the stay status of the user device 10 that visited the location after the determination period 122a has elapsed. As a result, the measurement device 100 can provide, as output information, the stay status of the user device 10 that contacted either the advertisement or the Web page, the stay status of the user device 10 that visited a specific location without contacting either the advertisement or the Web page, and the stay status of the user device 10 that visited the location after the determination period 122a has elapsed. This allows the advertiser to compare the staying behavior of a user device 10 that has come into contact with either the advertisement or the Web page with the staying behavior of a user device 10 that has visited a specified location without coming into contact with either the advertisement or the Web page, and with the staying behavior of a user device 10 that has visited the location after the discrimination period 122a has passed, thereby enabling the advertiser to evaluate the effectiveness of the advertisement or the Web page in attracting customers to each location.

[0070] In addition, when attribute information such as the gender, age, and preferences of the user who uses the user device 10 is obtained, the specification unit 133 may further specify the stay status at a predetermined location for each attribute information. For example, the specification unit 133 may specify, for each location, the number of times the user device 10 visited the location, the ratio of the number of times the user device 10 visited the location, the number of user devices 10 that visited the location, and the ratio of the number of user devices 10 that visited the location, for each attribute information, by the number of times that the user device 10 that contacted the advertisement and the Web page visited the location during the discrimination period 122a. In addition, for each location, the specification unit 133 may specify, for each attribute information, the number of times the user device 10 visited the location, the ratio of the number of times the user device 10 visited the location, the number of user devices 10 that visited the location, and the ratio of the number of user devices 10 that visited the location, for each stay time that the user device 10 that contacted the advertisement and the Web page stayed at the location during the discrimination period 122a. The creation unit 134 creates output information in a predetermined format based on the specification result of the specification unit 133. FIG. 6C is a diagram illustrating an example of output information according to the embodiment.

[0071] In FIG. 6C, for "Information Counter" as a location, the percentage of the number of times the location was visited by the user device 10 is shown in "Proportion (Unique Visits)" by the number of times the location was visited (Visits), by gender, and by age. The "Proportion (Unique Visits)" corresponds to the percentage of users by gender and age who came into contact with the advertisement or Web page. Thus, the measurement device 100 can provide, as output information, the percentage of users by gender and age for each location and by the number of times they visited the location. This allows advertisers to know the percentage of the number of times users visited each location by gender and age of users who came into contact with the advertisement or Web page. This allows advertisers to evaluate the effectiveness of the advertisement or Web page in attracting customers to each location by user gender and age.

[0072] 4. Processing Procedure From here, the procedure of information processing by the measuring device 100 and the detection device 30 according to this embodiment will be described.

[0073] First, a procedure of a contact information acquisition process for acquiring contact information will be described. Fig. 7A is a flowchart showing an example of the contact information acquisition process according to the embodiment. The contact information acquisition process is executed, for example, when contact information is received.

[0074] The acquiring unit 131 acquires contact information (step S10). For example, when the user device 10 displays a screen including an advertisement into which a tag TG is inserted, the user device 10 transmits the contact information to the measuring device 100. The acquiring unit 131 acquires the contact information received from the user device 10.

[0075] The acquiring unit 131 stores the acquired contact information in the contact / visit information database 121 (step S11), and ends the process.

[0076] Next, a procedure of a visit information acquisition process for acquiring visit information will be described. Fig. 7B is a flowchart showing an example of the visit information acquisition process according to the embodiment. The visit information acquisition process is executed, for example, when a visit information acquisition command is received.

[0077] The acquisition unit 131 acquires the visit information (step S20. For example, when the detection device 30 detects the user device 10 of the user, the detection device 30 transmits the visit information. The acquisition unit 131 acquires the visit information received from the detection device 30.

[0078] The acquiring unit 131 stores the acquired visit information in the contact / visit information database 121 (step S21), and ends the process.

[0079] Next, a procedure of the measurement process for identifying a stay behavior and creating output information will be described. Fig. 8 is a flowchart showing an example of the measurement process according to the embodiment. The measurement process is executed when the execution button 157 on the condition specification screen 150 is selected, for example.

[0080] The identifying unit 133 reads out the contact information and visit information that meet the conditions specified on the condition specification screen 150 from the contact / visit information database 121 (Step S30).

[0081] The identification unit 133 identifies the stay status of the user device 10 that has contacted either the advertisement or the Web page at a predetermined location based on the read contact information and the visit information (step S31). For example, the identification unit 133 identifies the stay status of the user device 10 that has visited the predetermined location within the determination period 122a from the timing of contacting either the advertisement or the Web page at the predetermined location. For example, the identification unit 133 identifies at least one of the number of times the user device 10 that has contacted the advertisement and the Web page has visited the location and the number of user devices 10 that have visited the location for each location, based on the number of times the user device 10 that has contacted the advertisement and the Web page has visited the location during the determination period 122a. Also, for example, the identification unit 133 identifies at least one of the number of times the user device 10 that has contacted the advertisement and the Web page has visited the location and the number of user devices 10 that have visited the location, based on the stay time that the user device 10 that has contacted the advertisement and the Web page has stayed at the location during the determination period 122a, for each location.

[0082] The creation unit 134 creates output information in a predetermined format based on the identification result by the identification unit 133 (step S32). The presentation unit 135 presents the output information created by the creation unit 134 in a predetermined format (step S33), and ends the process.

[0083] 5. Effects The measurement device 100 of this embodiment is a measurement device that measures the effects of advertisements and Web pages. The measurement device 100 has an acquisition unit 131, an identification unit 133, and a creation unit 134. The acquisition unit 131 acquires contact information on a user device 10 that has contacted either an advertisement or a Web page, and visit information on a user device 10 that has visited a specific location. The identification unit 133 identifies the stay status of the user device 10 that has contacted either an advertisement or a Web page at the specific location based on the contact information and the visit information. The creation unit 134 creates output information in a specific format based on the identification result of the identification unit 133. This allows the measurement device 100 to support analysis of the effect of advertisements and Web pages in attracting customers to a specific location.

[0084] Furthermore, the identifying unit 133 identifies at least one of the number of times the user device 10, who has come into contact with the advertisement and the Web page, visited the predetermined point during a discrimination period (predetermined period) and the number of user devices 10 who have visited the predetermined point. This allows the measurement device 100 to provide at least one of the total number of visits by the number of visits for users who have come into contact with the advertisement or the Web page and the number of unique users who visited the predetermined point as the staying behavior at the predetermined point.

[0085] Furthermore, the identifying unit 133 identifies at least one of the number of times the user device 10 visited the specified point and the number of user devices 10 that visited the specified point, for each stay time that the user device 10 that came into contact with the advertisement and the Web page stayed at the specified point during the discrimination period. This allows the measurement device 100 to provide at least one of the total number of visits by user who came into contact with the advertisement or the Web page for each stay time and the number of unique users who visited, as the stay status at the specified point.

[0086] The identifying unit 133 identifies the stay behavior of the user device 10 at the predetermined location, the user device 10 having come into contact with either the advertisement or the Web page and visited the predetermined location within a determination period from the timing of contact with either the advertisement or the Web page. This allows the measurement device 100 to provide the stay behavior of the user who visited the predetermined location within a determination period from the timing of contact with either the advertisement or the Web page.

[0087] The measurement device 100 of this embodiment further includes a receiving unit 132. The receiving unit 132 receives designation of at least one of the advertisement, web page, location, and aggregation period for which the stay behavior is to be identified. The identifying unit 133 identifies the stay behavior of the user device 10 that contacted the advertisement or web page designated by the receiving unit 132 at the location designated by the receiving unit 132 during the aggregation period designated by the receiving unit 132, based on the contact information and visit information. This allows the measurement device 100 to provide the stay behavior of the user at the designated advertisement, web page, location, and aggregation period.

[0088] The identification unit 133 further identifies the stay status of the user device 10 that visited the predetermined location, the user device 10 that visited the predetermined location without contacting either the advertisement or the Web page, and the user device 10 that visited the predetermined location after the discrimination period has elapsed since the timing of contacting either the advertisement or the Web page. The creation unit 134 creates output information that outputs, in a predetermined format, the stay status of the user device 10 that visited either the advertisement or the Web page, the stay status of the user device 10 that did not contact either the advertisement or the Web page, and the stay status of the user device 10 that visited the predetermined location after the discrimination period has elapsed. As a result, the measurement device 100 can provide, as output information, the stay status of the user device 10 that visited either the advertisement or the Web page, the stay status of the user device 10 that visited the predetermined location without contacting either the advertisement or the Web page, and the stay status of the user device 10 that visited the predetermined location after the discrimination period has elapsed.

[0089] The advertisement and the web page are advertisements and web pages that notify at least one of products sold at a specific location and information about the specific location. This allows the measurement device 100 to support analysis of the effect of attracting customers to a specific location by advertisements and web pages that notify at least one of products sold at a specific location and information about the specific location.

[0090] [6. Hardware Configuration] The measuring device 100 or the detection device 30 included in the advertising effect measurement system 1 described above is realized, for example, by a computer 1000 configured as shown in Fig. 9. The measuring device 100 will be described below as an example. Fig. 9 is a hardware configuration diagram showing an example of a computer that realizes the functions of the measuring device 100 according to the embodiment. The computer 1000 has a CPU 1100, a RAM 1200, a ROM 1300, a HDD 1400, a communication interface (communication I / F) 1500, an input / output interface (input / output I / F) 1600, and a media interface (media I / F) 1700.

[0091] The CPU 1100 operates and controls each unit based on a program stored in the ROM 1300 or the HDD 1400. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, programs that depend on the hardware of the computer 1000, and the like.

[0092] The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, etc. The communication interface 1500 receives data from other devices via a predetermined network NW and sends the data to the CPU 1100, and transmits data generated by the CPU 1100 to other devices via the predetermined network NW.

[0093] The CPU 1100 controls output devices such as a display and a printer, and input devices such as a keyboard and a mouse, via the input / output interface 1600. The CPU 1100 acquires data from the input devices via the input / output interface 1600. The CPU 1100 also outputs generated data to the output devices via the input / output interface 1600.

[0094] The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads the program from the recording medium 1800 onto the RAM 1200 via the media interface 1700 and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or a PD (Phase change rewritable Disc), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory.

[0095] For example, when the computer 1000 functions as the measuring device 100, the CPU 1100 of the computer 1000 realizes the function of the control unit by executing programs loaded onto the RAM 1200. The CPU 1100 of the computer 1000 reads and executes these programs from the recording medium 1800, but as another example, the CPU 1100 may obtain these programs from another device via a predetermined network NW.

[0096] Furthermore, for example, when the computer 1000 functions as the measuring device 100, the CPU 1100 of the computer 1000 executes a program loaded onto the RAM 1200 to realize the functions of the control unit.

[0097] [7. Other] Furthermore, among the processes described in the above embodiments, all or part of the processes described as being performed automatically can be performed manually, or all or part of the processes described as being performed manually can be performed automatically by a known method. In addition, the information including the processing procedures, specific names, various data and parameters shown in the above documents and drawings can be changed arbitrarily unless otherwise specified. For example, the various information shown in each drawing is not limited to the illustrated information.

[0098] In addition, each component of each device shown in the figure is a functional concept, and does not necessarily have to be physically configured as shown in the figure. In other words, the specific form of distribution and integration of each device is not limited to that shown in the figure, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads, usage conditions, etc.

[0099] Furthermore, the above-described embodiments can be appropriately combined within a range that does not cause any contradiction in the processing contents.

[0100] Furthermore, the effects described in this specification are merely examples and are not limiting, and other effects may also be obtained.

[0101] Although some of the embodiments of the present invention have been described in detail above with reference to the drawings, these are merely examples, and it is possible to implement the present invention in other forms that include various modifications and improvements based on the knowledge of those skilled in the art, including the forms described in the Disclosure of the Invention section.

[0102] Furthermore, the above-mentioned "section, module, unit" can be read as "means" or "circuit", etc. For example, a selection section can be read as selection means or selection circuit. [Explanation of symbols]

[0103] 1. Advertising effectiveness measurement system 10 User equipment 20 Advertiser Equipment 30 Detection Device 31, 110 Communications Department 32, 120 storage section 33, 130 Control section 100 Measuring Equipment 121 Contact / Visit Information Database 122 Counting Condition Information 122a Determination period 131 Acquisition Department 132 Reception 133 Specific part 134 Creation Department 135 Presentation section 150 Condition specification screen 1000 Computers 1100 CPU 1200 RAM 1300 ROM 1400 HDD 1500 Communication Interface 1600 Input / Output Interface 1700 Media Interface 1800 Recording media NW Network

Claims

1. A measurement device for measuring the effectiveness of advertisements and web pages, comprising: an acquisition unit that acquires contact information regarding a user device that has contacted either the advertisement or the web page, and visit information regarding the user device that has visited a predetermined location; an identification unit that identifies a stay behavior of the user device that has come into contact with either the advertisement or the web page at the predetermined location based on the contact information and the visit information; a creation unit that creates output information in a predetermined format based on the identification result of the identification unit; A measuring device comprising:

2. The identification unit identifies at least one of the number of times that the user device that contacted the advertisement and the Web page visited the predetermined location and the number of the user devices that visited the predetermined location, for each number of times that the user device visited the predetermined location in a predetermined period.

2. The measuring device according to claim 1 .

3. The identification unit identifies at least one of the number of times that the user device that contacted the advertisement and the Web page visited the predetermined location and the number of the user devices that visited the predetermined location, for each stay time that the user device stayed at the predetermined location during a predetermined period.

2. The measuring device according to claim 1 .

4. The identification unit identifies a stay behavior of the user device at the predetermined location, the user device contacting either the advertisement or the Web page and visiting the predetermined location within a predetermined period from the timing of contacting either the advertisement or the Web page.

4. The measuring device according to claim 1, wherein the measuring device is a measuring device for measuring a temperature of the object.

5. a reception unit that receives designation of at least one of the advertisement, the web page, a location, and a collection period for which a stay behavior is to be identified; The identification unit identifies a stay behavior of the user device that contacted the advertisement or the Web page specified by the reception unit at a location specified by the reception unit during a collection period specified by the reception unit, based on the contact information and the visit information.

4. The measuring device according to claim 1, wherein the measuring device is a measuring device for measuring a temperature of the object.

6. The identification unit further identifies a stay behavior of the user device that has visited the specified location and has visited the specified location without contacting either the advertisement or the Web page, and a stay behavior of the user device that has visited the specified location after a specified period has elapsed since the user device contacted either the advertisement or the Web page, at the specified location; The creation unit creates output information that outputs, in a predetermined format, the stay status of the user device that has come into contact with either the advertisement or the Web page, the stay status of the user device that has not come into contact with either the advertisement or the Web page, and the stay status of the user device that has visited the predetermined point after the predetermined period has elapsed.

4. The measuring device according to claim 1, wherein the measuring device is a measuring device for measuring a temperature of the object.

7. The advertisement and the Web page are advertisements and Web pages that notify at least one of products sold at the specified location and information about the specified location.

4. The measuring device according to claim 1, wherein the measuring device is a measuring device for measuring a temperature of the object.

8. A method for measuring the effectiveness of an advertisement and a web page, comprising: an acquisition step of acquiring contact information regarding a user device that has contacted either the advertisement or the Web page, and visit information regarding the user device that has visited a predetermined location; A step of identifying a stay behavior of the user device that has come into contact with either the advertisement or the web page at the predetermined location based on the contact information and the visit information; a creating step of creating output information in a predetermined format based on the result of the identifying step; Measurement methods including.

9. A measurement program for measuring the effectiveness of advertisements and web pages, an acquisition step of acquiring contact information regarding a user device that has contacted either the advertisement or the Web page, and visit information regarding the user device that has visited a predetermined location; a step of identifying a stay behavior of the user device that has come into contact with either the advertisement or the web page at the predetermined location based on the contact information and the visit information; a creating step of creating output information in a predetermined format based on a result of the identifying step; A measurement program for causing a measurement device to execute the above.

Images