Advertisement effect measurement system and advertisement effect measurement method

Abstract

To provide an advertisement effect measurement system capable of easily measuring the effect of a standalone advertisement and an advertisement effect measurement method.SOLUTION: A print processing unit 111 prints an advertising medium representing flags including advertisement identification information, which can identify advertisement information, and access information, which can access advertisement relation information related to the advertisement information. An acquisition processing unit 112 acquires action information of each of a plurality of users to which the advertisement medium has been distributed. A measurement processing unit 113 measures the effect of the advertisement medium on the basis of action information of each of the plurality of users.SELECTED DRAWING: Figure 2

Description

[Technical field]

[0001] The present invention relates to an advertising effectiveness measurement system and an advertising effectiveness measurement method for measuring the effectiveness of advertising such as direct mail. [Background technology]

[0002] Each business entity places advertisements in various media (printed matter) and distributes them to users (customers) to promote its products, campaigns, etc. Conventionally, there have been known techniques for measuring the effectiveness of such advertisements (see, for example, Patent Documents 1 and 2).

[0003] One method of distributing advertisements is, for example, to distribute direct mail (printed material) containing advertisements to each user. Each user who receives the direct mail can access a product purchasing site using a two-dimensional code printed on the direct mail and purchase the product. In the case of this type of advertisement, the user's personal information, purchase history, etc. can be registered in association with the user, and used for analyzing the preferences of the user. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] JP 2004-46715 A [Patent Document 2] JP 2009-20601 A Summary of the Invention [Problem to be solved by the invention]

[0005] However, in a system that registers a user's purchasing history in association with that user, it is difficult to measure the effectiveness of the direct mail (such as sales promotion effectiveness) unless the information of all users to whom the direct mail advertisement was delivered is referenced and analyzed.

[0006] An object of the present invention is to provide an advertising effectiveness measurement system and an advertising effectiveness measurement method that can easily measure the effectiveness of an advertisement alone. [Means for solving the problem]

[0007] An advertising effectiveness measurement system according to one aspect of the present invention includes a print processing unit, an acquisition processing unit, and a measurement processing unit. The print processing unit prints an advertising medium on which a sign is displayed, the sign including advertising identification information capable of identifying advertising information and access information capable of accessing advertising-related information related to the advertising information. The acquisition processing unit acquires behavioral information of each of a plurality of users to whom the advertising medium is distributed. The measurement processing unit measures the effectiveness of the advertising medium based on the behavioral information of each of the plurality of users.

[0008] An advertising effectiveness measurement method according to another aspect of the present invention includes a printing step, an acquisition step, and a measurement step. In the printing step, an advertising medium is printed on which a sign is displayed, the sign including advertising identification information capable of identifying advertising information and access information capable of accessing advertising-related information related to the advertising information. In the acquisition step, behavioral information of each of a plurality of users to whom the advertising medium is distributed is acquired. In the measurement step, the effectiveness of the advertising medium is measured based on the behavioral information of each of the plurality of users. Effect of the Invention

[0009] According to the present invention, it is possible to provide an advertising effectiveness measurement system and an advertising effectiveness measurement method that can easily measure the effectiveness of an individual advertisement. [Brief description of the drawings]

[0010] [Figure 1] FIG. 1 is a schematic diagram showing a configuration of an advertising effectiveness measurement system according to an embodiment of the present invention. [Diagram 2] FIG. 2 is a block diagram showing a configuration of an advertising effectiveness measurement system according to an embodiment of the present invention. [Diagram 3]FIG. 3 is a diagram showing an outline of a processing procedure of the advertising effect measurement system according to the embodiment of the present invention. [Figure 4] FIG. 4 is a diagram showing an example of advertising behavior information according to the embodiment of the present invention. [Diagram 5] FIG. 5 is a diagram showing an example of advertising effect measurement result information according to the embodiment of the present invention. [Figure 6] FIG. 6 is a flowchart showing an example of a procedure of an advertising effect measurement process executed in the advertising effect measurement system according to the embodiment of the present invention. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0011] Hereinafter, an embodiment of the present invention will be described with reference to the accompanying drawings to facilitate understanding of the present invention. Note that the following embodiment is an example of the present invention and does not limit the technical scope of the present invention.

[0012] [Advertising Effectiveness Measurement System 10] As shown in FIG. 1, an advertising effect measurement system 10 according to an embodiment of the present invention includes a server device 1, a user terminal 2, and an image forming device 3. The advertising effect measurement system 10 is an example of the advertising effect measurement system of the present invention. The server device 1, the user terminal 2, and the image forming device 3 can communicate with each other via a network N1 such as a telephone line, the Internet, or a LAN. The advertising effect measurement system 10 includes a plurality of user terminals 2 and one or a plurality of image forming devices 3. The user terminal 2 is, for example, a portable information processing device such as a smartphone or a mobile terminal.

[0013] In the advertising effectiveness measurement system 10, for example, the server device 1 transmits advertising data including advertising information to the image forming device 3, and the image forming device 3 executes a printing process for the advertising data and distributes the printed multiple sheets of advertising media (direct mail) to multiple users. When the users receive the advertising media, they take a predetermined action, such as accessing the advertising information or visiting a store included in the advertising information. The server device 1 acquires behavioral information of each user in response to the advertising information, and measures the effectiveness of the advertising information based on the behavioral information.

[0014] Incidentally, in conventional systems for distributing advertisements, a user's personal information, purchase history, etc., can be registered in association with the user, and used for analyzing the preferences of the user. However, in a system that registers a user's purchase history in association with the user, it is difficult to measure the effectiveness of the direct mail (such as the effect of sales promotion) unless the information of all users to whom the direct mail advertisement was distributed is referenced and analyzed. In contrast, the advertising effectiveness measurement system 10 of this embodiment makes it easy to measure the effectiveness of a single advertisement, as will be described below.

[0015] [Image forming device 3] The image forming device 3 includes an operation display unit, an image forming unit, a communication I / F, a storage unit, and a control unit. Illustration of each component of the image forming device 3 is omitted. The image forming device 3 may be a multifunction device having a printer function, a scanner function, a copy function, a facsimile function, etc., or may be a printing machine having only a printer function. Well-known technologies can be applied to the image forming device of the present invention.

[0016] The operation display unit includes a display unit such as a liquid crystal display that displays information, and an operation unit such as a touch panel and operation buttons that accept user operations.

[0017] The image forming unit is capable of performing a printing process based on image data by an electrophotographic method or an inkjet method, and forms an image on a sheet based on the image data. For example, when the image forming unit is an electrophotographic image forming unit, the image forming unit includes a photosensitive drum, a charging device, an exposure device, a developing device, a transfer device, and a fixing device.

[0018] The communication I / F is a communication interface capable of performing wired or wireless data communication with an external communication device.

[0019] The storage unit is a non-volatile storage unit such as a hard disk or an EEPROM (registered trademark).

[0020] The control unit includes control devices such as a CPU, a ROM, and a RAM. The CPU is a processor that executes various arithmetic operations. The ROM is a non-volatile storage unit in which information such as a control program for causing the CPU to execute various processes is stored in advance. The RAM is a volatile or non-volatile storage unit used as a temporary storage memory (work area) for various processes executed by the CPU.

[0021] The image forming device 3 executes a printing process for printing, for example, advertising data input from the server device 1 onto a paper medium. In addition, in the printing process, the image forming device 3 prints, onto the paper medium, a two-dimensional code C1 (sign) including access information (e.g., a URL) for accessing advertising-related information related to the advertising information (e.g., a website for purchasing a product) (see FIG. 3). Hereinafter, the paper medium on which the advertising information and the two-dimensional code C1 are printed is referred to as "advertising medium F1" (see FIG. 3).

[0022] [User device 2] 2, the user terminal 2 includes a control unit 21, a storage unit 22, an operation display unit 23, a communication I / F 24, and a camera 25. The user terminal 2 is an information processing device having a communication function, such as a smartphone, a mobile terminal, or a notebook computer.

[0023] Camera 25 is a digital camera that captures an image of a subject and outputs the image as digital image data. Camera 25 also reads two-dimensional code C1 (see FIG. 3) posted on advertising medium F1. Camera 25 outputs information acquired by reading two-dimensional code C1 to control unit 21.

[0024] The operation display unit 23 includes a display unit such as a liquid crystal display that displays information, and an operation unit such as a touch panel and operation buttons that accept user operations.

[0025] The communication I / F 24 is a communication interface capable of performing wired or wireless data communication with an external device. For example, the communication I / F 24 performs data communication with an external device such as the server device 1 via the network N1.

[0026] The storage unit 22 is a non-volatile storage unit such as a hard disk drive (HDD), a solid state drive (SSD), or a flash memory that stores various information. For example, a control program such as a browser program is stored in the storage unit 22. Specifically, the browser program is a control program for causing the control unit 21 to execute communication processing with an external device such as the server device 1 according to a communication protocol such as HTTP (Hypertext Transfer Protocol). The browser program may also be a dedicated application for executing communication processing with the server device 1 according to a predetermined communication protocol.

[0027] The control unit 21 has control devices such as a CPU, a ROM, and a RAM. The CPU is a processor that executes various arithmetic operations. The ROM is a non-volatile storage unit in which control programs such as a BIOS and an OS for causing the CPU to execute various processes are stored in advance. The RAM is a volatile or non-volatile storage unit that stores various information, and is used as a temporary storage memory (work area) for various processes executed by the CPU. The control unit 21 controls the user terminal 2 by executing, by the CPU, various control programs stored in advance in the ROM or the storage unit 22.

[0028] Specifically, the control unit 21 functions as a browser processing unit 211 by executing various processes in accordance with the browser program stored in the storage unit 22. The browser processing unit 211 is capable of executing browser processing for displaying a web page provided from the server device 1 via the network N1 on the operation display unit 23 and inputting operations on the operation display unit 23 to the server device 1. In other words, the user terminal 2 can function as an operating terminal for the server device 1 by the control unit 21 executing the browser program. Note that some or all of the processing units included in the control unit 21 may be configured with electronic circuits.

[0029] For example, when a user reads a two-dimensional code C1 (see FIG. 3) printed on an advertising medium F1 with the camera 25, the browser processing unit 211 accesses a website (product purchase site) with a URL acquired from the two-dimensional code C1. The browser processing unit 211 displays a page of the website (product purchase page) and accepts product purchase operations and the like from the user on the product purchase page.

[0030] [Server device 1] 2, the server device 1 includes a control unit 11, a storage unit 12, an operation display unit 13, a communication I / F 14, etc. The server device 1 may be configured as, for example, a cloud server. The server device 1 is not limited to a single computer, and may be a computer system in which multiple computers work in cooperation. Various processes executed by the server device 1 may be distributed and executed by one or multiple processors.

[0031] The operation display unit 13 includes a display unit such as a liquid crystal display for displaying information, and an operation unit such as a touch panel and operation buttons for accepting user operations.

[0032] The communication I / F 14 is a communication interface capable of performing wired or wireless data communication with an external device. For example, the communication I / F 14 performs data communication with the user terminal 2 and the image forming device 3 via the network N1.

[0033] The storage unit 12 is a non-volatile storage unit such as an HDD, SSD, or flash memory that stores various types of information. The storage unit 12 stores various control programs executed by the control unit 11, various types of data, and the like. The control programs executed by the control unit 11 include an advertising effectiveness measurement program for causing the control unit 11 to execute an advertising effectiveness measurement process (see FIG. 6) described below. The control program is non-temporarily recorded on a computer-readable recording medium such as a CD or DVD, and is read by a reading device (not shown) such as a CD drive or DVD drive provided in the server device 1 and stored in the storage unit 12.

[0034] The storage unit 12 also stores data such as advertising behavior information D1 including information representing user behavior (action) with respect to an advertisement, and advertising effectiveness measurement result information D2 including information representing the result of measuring (estimating) the effectiveness of an advertisement. Fig. 4 is a diagram showing an example of the advertising behavior information D1, and Fig. 5 is a diagram showing an example of the advertising effectiveness measurement result information D2.

[0035] As shown in FIG. 4, the advertising behavior information D1 is registered for each advertising medium F1 (printed matter) in association with advertising identification information (advertising ID) capable of identifying the advertising information, date and time information indicating the date and time of the user's behavior with respect to the advertising medium F1 distributed to the user, distribution behavior information indicating the user's behavior with respect to the distribution of the advertising medium F1, and product behavior information indicating the user's behavior with respect to the product (including service) included in the advertising information. The advertisement is, for example, content related to the promotion of products and services handled by a business. For example, an automobile company distributes advertising medium F1 including advertising information related to "vehicle inspection information" to an unspecified number of users (customers). The advertising ID is identification information corresponding to the advertising content of each advertisement (for example, "vehicle inspection information"). The advertising ID "0001" in FIG. 4 corresponds to the advertisement for "vehicle inspection information".

[0036] The distribution behavior information is information indicating the behavior of a user to whom the advertising medium F1 has been distributed. For example, when a user receives the advertising medium F1, the user reads the two-dimensional code C1 displayed on the advertising medium F1 with the user terminal 2 and accesses a website (e.g., a product purchase site) of the URL. For example, when the user receives the advertising medium F1, the user visits a store (physical store) that handles the product listed on the advertising medium F1. For example, the user refuses to receive the advertising medium F1 and returns it. For example, the user receives the advertising medium F1 and leaves it without taking any action. In this way, when the advertising medium F1 is distributed, the user performs various actions. The control unit 11 registers information on the behavior of a user to whom the advertising medium F1 has been distributed (such as "accessing a URL," "visiting a physical store," "returning," and "no action") in the distribution behavior information.

[0037] The product behavior information is information indicating the behavior of the user toward the product included in the advertising information. For example, the user may access a website at a URL and make an application to purchase the product, refrain from the application, or cancel. Or, for example, the user may visit a physical store and make an application to purchase the product, refrain from the application, or cancel. In this way, the user may take actions such as making or not making an application for the product featured in the distributed advertising medium F1. The control unit 11 registers information on the behavior toward the product taken by the user to whom the advertising medium F1 was distributed ("application made", "no application") in the product behavior information.

[0038] As shown in Fig. 5, information on the effectiveness measurement results is associated and registered in the advertising effectiveness measurement result information D2 for each advertising medium F1 (printed matter). The control unit 11 measures the effectiveness of the advertisement based on the advertising behavior information D1, and registers the measurement results in association with the advertisement. Fig. 5 shows the effectiveness measurement results for the advertisement "Vehicle Inspection Guide" (advertising ID "0001").

[0039] In another embodiment, a part or all of the advertising behavior information D1 and the advertising effect measurement result information D2 may be stored in another server accessible from the server device 1 via the network N1. In this case, the control unit 11 of the server device 1 may acquire the information from the other server and execute various processes such as the advertising effect measurement process described below.

[0040] The storage unit 12 also stores layout data and image data for generating various web pages included in an advertisement support site (advertising effect measurement application) displayed on a display terminal (not shown) that displays the measurement results of the advertisement effect. In this embodiment, the control unit 11 of the server device 1 can generate the various web pages and transmit information of the web pages to the display terminal, thereby causing the display terminal to display the various web pages. In another embodiment, the control unit 11 may transmit data required for displaying the various web pages to the display terminal, thereby causing the display terminal to display the various web pages. For example, in a case where an advertisement (guide to vehicle inspection) of an automobile company is distributed to a user, when a display terminal (management terminal) managed by the automobile company accesses the advertisement support site, the control unit 11 causes the display terminal to display the measurement results of the advertisement effect related to the advertisement (guide to vehicle inspection). The manager of the automobile company can check the effectiveness of the advertisement on the display terminal.

[0041] The control unit 11 includes control devices such as a CPU, a ROM, and a RAM. The CPU is a processor that executes various arithmetic operations. The ROM is a non-volatile storage unit in which information such as a control program for causing the CPU to execute various processes is stored in advance. The RAM is a volatile or non-volatile storage unit used as a temporary storage memory (work area) for various processes executed by the CPU.

[0042] Specifically, the control unit 11 includes a print processing unit 111, an acquisition processing unit 112, a measurement processing unit 113, etc. The control unit 11 functions as each of these processing units by executing various processes according to the control program. The control unit 11 may also include an electronic circuit that realizes a part or a plurality of processing functions of each of these processing units.

[0043] The print processing unit 111 transmits advertisement data including advertisement information to the image forming device 3, and causes the image forming device 3 to execute a print process of the advertisement data. Specifically, the print processing unit 111 causes the image forming device 3 to print an advertisement medium F1 on which a two-dimensional code C1 (sign) including an advertisement ID capable of identifying the advertisement information and access information (URL) capable of accessing advertisement-related information related to the advertisement information is displayed. The advertisement-related information is, for example, information on a website for purchasing a product included in the advertisement information. The advertisement-related information also includes, for example, information on a brick-and-mortar store that sells the advertised product (store name, address, telephone number, etc.).

[0044] For example, as shown in FIG. 3, the print processing unit 111 transmits to the image forming device 3 advertising data including code information of a two-dimensional code C1 including an advertising ID of an advertisement regarding vehicle inspection guidance and a URL of a website (vehicle inspection application site) for applying for vehicle inspection, information regarding vehicle inspection, and information regarding a brick-and-mortar store that accepts applications for vehicle inspection. The vehicle inspection application site is an example of the product purchase site. When the image forming device 3 acquires the advertising data from the server device 1, it prints out a plurality of advertising media F1 on which information regarding vehicle inspection, the two-dimensional code C1, information regarding the brick-and-mortar store, etc. are printed. Here, the image forming device 3 prints out 500 advertising media F1. Information regarding the number of prints is included in the advertising data.

[0045] The printed advertising medium F1 is distributed to a plurality of users. The advertising medium F1 is delivered to the homes of an unspecified number of users by, for example, a delivery company. The method of distributing the advertising medium F1 is not limited. For example, the advertising medium F1 may be distributed to users selected based on the past advertising effectiveness measurement result information D2.

[0046] The acquisition processing unit 112 acquires behavior information of each of a plurality of users to whom the advertising medium F1 is distributed.

[0047] Specifically, the acquisition processing unit 112 acquires behavioral information indicating user behavior with respect to the distributed advertising medium F1. The behavioral information includes information on the user's behavior of reading the two-dimensional code C1 with the user terminal 2 and accessing advertisement-related information (website of the URL), information on the user's behavior of visiting a store that sells the advertised product published on the advertising medium F1, and the like.

[0048] For example, when the user receives the advertising medium F1, the user reads the two-dimensional code C1 displayed on the advertising medium F1 with the user terminal 2 to access the URL website. For another example, when the user receives the advertising medium F1, the user visits a store (physical store) that sells the product listed on the advertising medium F1. For another example, the user refuses to receive the advertising medium F1 and returns it. For another example, after receiving the advertising medium F1, the user leaves it without taking any action. The acquisition processing unit 112 acquires the user's behavioral information regarding the advertising medium F1. The acquisition processing unit 112 associates the acquired behavioral information with an advertising ID and registers it in the distribution behavior information of the advertising behavior information D1 (see FIG. 4).

[0049] For example, when a two-dimensional code C1 displayed on an advertising medium F1 is read by a user terminal 2 to access a website, the acquisition processing unit 112 associates behavioral information indicating that a URL has been accessed with the advertising ID associated with the two-dimensional code C1 read by the user terminal 2 and registers it (see FIG. 4).

[0050] Also, for example, a user visits a physical store bringing the advertising medium F1 and presents the advertising medium F1 to a staff member of the physical store. When a store terminal of the physical store reads the two-dimensional code C1 displayed on the advertising medium F1, the acquisition processing unit 112 associates the advertising ID associated with the two-dimensional code C1 read by the store terminal with behavioral information indicating that the user visited the physical store and registers the associated information (see FIG. 4).

[0051] Also, for example, if the user to whom the advertising medium F1 is to be distributed is absent, the delivery company collects the advertising medium F1 and transfers the collected advertising medium F1 to a specified location. When a dedicated terminal reads the two-dimensional code C1 displayed on the advertising medium F1 at the specified location, the acquisition processing unit 112 associates and registers behavior information indicating that the advertising medium F1 has been returned with the advertising ID associated with the two-dimensional code C1 read by the dedicated terminal (see FIG. 4).

[0052] The acquisition processing unit 112 also acquires behavioral information indicating a user's behavior regarding a product included in the advertising information posted on the advertising medium F1. The behavioral information includes, for example, information indicating whether or not the user has purchased the advertised product on the website of the URL.

[0053] For example, a user may access a website of a URL to make or refrain from making an application to purchase a product. Also, for example, a user may visit a physical store to make or refrain from making an application to purchase a product. The acquisition processing unit 112 acquires behavioral information of the user regarding these products. The acquisition processing unit 112 associates the acquired behavioral information with an advertising ID and registers it in the product behavior information of the advertising behavior information D1 (see FIG. 4).

[0054] Specifically, when a user makes an application to purchase a product on a website, the acquisition processing unit 112 associates behavioral information indicating that the user has made the application with the advertising ID associated with the two-dimensional code C1 read by the user terminal 2 and registers it (see Figure 4).

[0055] Also, for example, when a user makes an application to purchase a product at a physical store, the acquisition processing unit 112 associates behavioral information indicating that the user has made the application with the advertising ID associated with the two-dimensional code C1 read by the store terminal and registers the same (see FIG. 4).

[0056] Also, for example, if the user leaves the distributed advertising medium F1 without taking any action, the acquisition processing unit 112 associates the advertising ID with behavioral information indicating that the user did not take any action ("no action") and registers it (see FIG. 4). Note that the acquisition processing unit 112 may associate and register the behavioral information of "no action" with the remaining advertising media F1, excluding the advertising media F1 whose two-dimensional code C1 was read by the user terminal 2 and the advertising media F1 whose two-dimensional code C1 was read by the store terminal and the dedicated terminal, among the 500 advertising media F1 distributed to the user.

[0057] The measurement processing unit 113 measures the effectiveness of the advertising medium F1 based on the behavioral information of each of the multiple users. Specifically, the measurement processing unit 113 estimates the effectiveness of the advertising medium F1 based on the behavioral information of each of the multiple users with respect to the advertising medium F1 included in the advertising behavior information D1 (see FIG. 4).

[0058] For example, for the advertising behavior information D1 shown in Fig. 4, the measurement processing unit 113 infers that "the percentage of people who do not own a car is high because they are not interested in cars", "the percentage of people who are interested in cars but do not own a car is high", "the percentage of cars that still have their vehicle inspection period remaining is high, so no interest was shown", etc. The measurement processing unit 113 registers the inferred result (effectiveness measurement result) in the advertising effectiveness measurement result information D2 in association with the advertising ID.

[0059] Furthermore, the measurement processing unit 113 displays on the display unit behavioral information corresponding to the advertising information and the measurement results of the effect on the advertising medium F1. Here, the measurement processing unit 113 displays the behavioral information and the measurement results on a display terminal (management terminal) managed by a business operator (e.g., an automobile company). For example, the measurement processing unit 113 displays on the display terminal distribution behavior information and product behavior information included in the advertising behavior information D1 and the effect measurement results included in the advertising effect measurement result information D2.

[0060] Furthermore, the measurement processing unit 113 may provide the business operator with proposal information regarding advertisements based on the effectiveness measurement results. For example, in the above example, based on the effectiveness measurement results that "the percentage of people who are interested in cars but do not own one is high," the measurement processing unit 113 assumes that there are many users who are interested in cars and provides the automobile company with proposal information regarding a strategy to deliver direct mail (printed matter) regarding new cars, used cars, or a service that allows users to rent a car for a monthly fee.

[0061] According to the above configuration, it becomes possible to easily measure the effectiveness of the advertising medium F1 alone, and it becomes possible for the business operator to easily grasp the results of the measurement of the effectiveness of the advertising medium F1 alone.

[0062] [Advertising effectiveness measurement processing] Next, an example of the procedure of the advertisement effectiveness measurement process executed by the control unit 11 of the server device 1 will be described with reference to Fig. 6. The control unit 11 acquires advertisement data of the advertisement to be distributed from the business operator and starts the execution of the advertisement effectiveness measurement program, thereby starting the execution of the advertisement effectiveness measurement process. Here, steps S1, S2, ... indicate the numbers of the processing procedures (steps) executed by the control unit 11.

[0063] The present invention can be understood as an invention of an advertising effectiveness measurement method that executes one or more steps included in the advertising effectiveness measurement process.

[0064] <Step S1> First, in step S1, the control unit 11 transmits advertisement data to the image forming device 3. For example, the control unit 11 transmits advertisement data to the image forming device 3, the advertisement data including code information of a two-dimensional code C1 including an advertisement ID of an advertisement regarding a guide to vehicle inspection and a URL of a website (vehicle inspection application site) for applying for vehicle inspection, information regarding vehicle inspection, and information of a brick-and-mortar store that accepts applications for vehicle inspection. That is, the control unit 11 causes the image forming device 3 to execute a printing process of the advertisement data. Step S1 is an example of a printing step of the present invention.

[0065] <Step S2> Next, in step S2, the image forming device 3 executes a printing process when it acquires the advertisement data from the server device 1. For example, the image forming device 3 prints a plurality of advertisement media F1 (see FIG. 3) carrying information about vehicle inspection, a two-dimensional code C1, and information about a brick-and-mortar store.

[0066] The printed advertising medium F1 is distributed to a plurality of users. The advertising medium F1 is delivered to the homes of an unspecified number of users by, for example, a delivery company.

[0067] <Step S3> Next, in step S3, the user takes a predetermined action on the advertising medium F1. For example, the user reads the two-dimensional code C1 displayed on the advertising medium F1 with the user terminal 2 and accesses the URL website. Or, for example, the user visits a physical store that sells the product featured in the advertising medium F1. Or, for example, the user refuses to accept the advertising medium F1 and returns it. Or, for example, the user leaves the advertising medium F1 without taking any action. Each of the multiple users to whom the advertising medium F1 has been distributed takes one of the actions described above on the advertising medium F1.

[0068] In addition, the user may access a website at a URL and make, refrain from, or cancel an application to purchase a product. In addition, the user may visit a physical store and make, refrain from, or cancel an application to purchase a product. In this way, the user may make or not make an application for a product advertised in the distributed advertising medium F1.

[0069] <Step S4> Next, in step S4, the control unit 11 acquires behavioral information of each of the multiple users. Here, the control unit 11 acquires behavioral information of the users corresponding to each of the 500 pieces of advertising media F1 distributed for advertisements related to vehicle inspection information. Step S4 is an example of an acquisition step of the present invention.

[0070] <Step S5> Next, in step S5, the control unit 11 registers the acquired behavior information. Specifically, the control unit 11 associates the acquired behavior information with an advertisement ID and registers it in the distribution behavior information of the advertising behavior information D1 (see FIG. 4).

[0071] For example, the control unit 11 registers behavioral information indicating that a URL website has been accessed, behavioral information indicating that a user has visited a physical store, behavioral information indicating that the advertising medium F1 has been returned, etc., in association with the advertising ID of the advertising medium F1 (see Figure 4).

[0072] Furthermore, for example, the control unit 11 registers behavioral information indicating that a user has applied for a product on a website, behavioral information indicating that a user has applied for a product at a physical store, etc., in association with the advertising ID of the advertising medium F1 (see Figure 4).

[0073] In addition, for example, if a user leaves the distributed advertising medium F1 without taking any action, the control unit 11 associates the advertising ID with behavioral information indicating that the user did not take any action ("no action") and registers it (see Figure 4).

[0074] <Step S6> Next, in step S6, the control unit 11 executes an effect measurement process. Specifically, the control unit 11 measures the effect of the advertising medium F1 based on the behavioral information of each of the multiple users. The control unit 11 estimates the effect of the advertising medium F1 based on the behavioral information of each of the multiple users with respect to the advertising medium F1 included in the advertising behavior information D1 (see FIG. 4).

[0075] Furthermore, the control unit 11 registers the estimated result (effectiveness measurement result) in association with the advertisement ID in the advertisement effectiveness measurement result information D2 (see FIG. 5). Step S6 is an example of a measurement step of the present invention.

[0076] <Step S7> Next, in step S7, the control unit 11 outputs the effect measurement result. Specifically, the control unit 11 causes the display unit to display the behavior information corresponding to the advertising information and the measurement result of the effect on the advertising medium F1. For example, the control unit 11 causes a display terminal (management terminal) managed by an automobile company to display the behavior information and the measurement result. For example, the control unit 11 causes the display terminal to display the distribution behavior information and product behavior information included in the advertising behavior information D1 (see FIG. 4) and the effect measurement result included in the advertising effect measurement result information D2 (see FIG. 5).

[0077] Furthermore, the control unit 11 provides the business operator with advertisement-related proposal information based on the effectiveness measurement results.

[0078] As described above, in the advertising effectiveness measurement process, the control unit 11 prints advertising data for each advertisement, acquires user behavior information regarding the advertising medium F1 that has been printed and distributed to users, and executes a process of measuring the effectiveness of the advertisement based on the behavior information.

[0079] As described above, the advertising effectiveness measurement system 10 of this embodiment prints advertising medium F1 on which a sign (two-dimensional code C1) is displayed, which includes advertising identification information (advertising ID) that can identify advertising information and access information (URL) that can access advertising-related information (website) related to the advertising information, obtains behavioral information of each of multiple users to whom the advertising medium F1 is distributed, and measures the effectiveness of the advertising medium F1 based on the behavioral information of each of the multiple users.

[0080] According to the above configuration, it is possible to estimate the effectiveness of an advertisement based on the behavioral information of a plurality of users with respect to the advertisement, and therefore it is possible to easily measure the effectiveness of a single advertisement.

[0081] In the above configuration, the advertising effectiveness measurement system 10 may register the acquired behavioral information in association with an advertising ID (see FIG. 4).

[0082] In the above configuration, the advertising effectiveness measurement system 10 may display the behavioral information corresponding to the advertising information and the measurement result of the effectiveness on the advertising medium F1 on a display unit. This allows the measurement result of the effectiveness on the advertising medium F1 to be grasped.

[0083] In the above configuration, the behavioral information may include information regarding the user's behavior of reading the two-dimensional code C1 with the user terminal 2 and accessing a website.

[0084] In the above configuration, the advertising effectiveness measurement system 10 may register the behavior information in association with the advertising ID associated with the two-dimensional code C1 read by the user terminal 2 (see FIG. 4).

[0085] In the above configuration, the behavioral information may include information indicating whether or not the user purchased an advertised product on a website.

[0086] In the above configuration, the behavioral information may include information regarding the user's behavior of visiting a physical store that sells the advertised product.

[0087] In the above configuration, the advertising effectiveness measurement system 10 may register the behavior information in association with an advertising ID associated with the two-dimensional code C1 read by a store terminal in a physical store.

[0088] In the above configuration, the behavioral information may include information indicating whether or not the user purchased the advertised product in a physical store.

[0089] The advertising effectiveness measurement system of the present invention may be configured with a server device 1, a user terminal 2, and an image forming device 3, or may be configured with the server device 1 alone.

[0090] Furthermore, in the advertising effectiveness measurement system of the present invention, an advertising e-mail corresponding to advertising data may be sent to the user terminal 2. The advertising e-mail may also include a URL for accessing the website. The user may access the website by clicking on the URL in the advertising e-mail displayed on the user terminal 2. The user may also visit a physical store and have the store terminal read the two-dimensional code C1 included in the advertising e-mail displayed on the user terminal 2. That is, as another embodiment of the present invention, the advertisement distributed to the user may be an e-mail.

[0091] As described above, each business entity advertises in various media to promote its products, campaigns, etc. One method is direct mail (advertising medium F1), and users (customers) who receive the direct mail may use the two-dimensional code C1 printed on the mail to access a website introducing the product and purchase the product. This information is stored as information linked to the user, and can be used to analyze areas of interest to the user. However, if purchase history is stored as information linked to the user, it is not possible to calculate the sales promotion effect of direct mail unless the information of all users to whom it was distributed is referenced and analyzed.

[0092] In this respect, the present invention makes it possible to easily measure the advertising effectiveness of direct mail alone. Specifically, when submitted data (advertising data) is printed by a printer (image forming device 3), the printouts are managed in units called jobs. By linking and managing the actions taken by users in units of jobs, data that allows easy calculation of the effectiveness of direct mail can be constructed. The actions include actions taken by users who receive direct mail (printed matter), such as reading the two-dimensional code C1 written on the direct mail and purchasing a product, receiving the direct mail and visiting a physical store, sending the direct mail but returning it because the intended user is not present, and receiving the direct mail but not taking any action.

[0093] The advertising effectiveness measurement system of the present invention adds information that can identify a URL and a job to the two-dimensional code C1. As a result, when the two-dimensional code C1 is read and the URL is accessed, the submitted data can be identified from the added information, and information such as the access history can be saved in the database (server device 1) that manages the jobs.

[0094] In addition, in the advertising effectiveness measurement system, when the two-dimensional code C1 is read in a physical store using a specific method (such as a POS system or a dedicated terminal), the submitted data can be identified from the attached information, and the information of the dedicated terminal that read it can be added and saved in a database.

[0095] In addition, in the advertising effectiveness measurement system, the behavioral history of users as a result of printed direct mail (printed matter) can be easily confirmed on the UI from the information stored in the database.

[0096] The present invention is configured to link information about actions taken by users to information about printed matter, rather than linking various information to user information. This configuration makes it possible to measure the effectiveness of direct mail (printed matter) as a stand-alone marketing strategy, and also to propose subsequent strategies. For example, for printed matter that results in many users purchasing products, it is possible to suggest reprinting.

[0097] [Disclosure Note] The following will provide an outline of the disclosure extracted from the above-described embodiment. Note that the configurations and processing functions described in the following supplementary notes can be selected and combined in any desired manner.

[0098] <Appendix 1> a print processing unit that prints an advertising medium on which a sign is displayed, the sign including advertisement identification information for identifying advertisement information and access information for accessing advertisement-related information related to the advertisement information; an acquisition processing unit that acquires behavioral information of each of a plurality of users to whom the advertising medium is distributed; a measurement processing unit that measures the effectiveness of the advertising medium based on the behavioral information of each of the plurality of users; An advertising effectiveness measurement system comprising:

[0099] <Appendix 2> The acquisition processing unit registers the acquired behavioral information in association with the advertisement identification information. Attachment 1: An advertising effectiveness measurement system.

[0100] <Appendix 3> The measurement processing unit causes a display unit to display the behavior information corresponding to the advertising information and a measurement result of the effect on the advertising medium. Attachment 2: An advertising effectiveness measurement system.

[0101] <Appendix 4> The behavioral information includes information regarding the behavior of the user reading the sign with a user terminal to access the advertisement-related information. 4. An advertising effectiveness measurement system according to claim 2 or 3.

[0102] <Appendix 5> The acquisition processing unit associates the behavior information with the advertisement identification information associated with the sign read by the user terminal and registers the behavior information. 5. An advertising effectiveness measurement system as described in Appendix 4.

[0103] <Appendix 6> The behavioral information includes information indicating whether the user purchased an advertised product in the advertisement-related information. 6. An advertising effectiveness measurement system as described in Appendix 5.

[0104] <Appendix 7> The behavioral information includes information regarding the user's behavior of visiting a store that sells the advertised product. An advertising effectiveness measurement system according to any one of appendix 2 to 6.

[0105] <Appendix 8> The acquisition processing unit associates the behavior information with the advertisement identification information associated with the sign read by a store terminal of the store, and registers the behavior information. 7. An advertising effectiveness measurement system as described in Appendix 7.

[0106] <Appendix 9> The behavioral information includes information indicating whether the user purchased an advertised product at the store. 9. An advertising effectiveness measurement system as described in Appendix 8.

[0107] <Appendix 10> printing an advertising medium on which a sign is displayed, the sign including advertisement identification information for identifying advertisement information and access information for accessing advertisement-related information related to the advertisement information; acquiring behavioral information of each of a plurality of users to whom the advertising medium is distributed; Measuring the effectiveness of the advertising medium based on the behavioral information of each of the plurality of users; The method for measuring advertising effectiveness is executed by one or more processors.

[0108] <Appendix 11> printing an advertising medium on which a sign is displayed, the sign including advertisement identification information for identifying advertisement information and access information for accessing advertisement-related information related to the advertisement information; acquiring behavioral information of each of a plurality of users to whom the advertising medium is distributed; Measuring the effectiveness of the advertising medium based on the behavioral information of each of the plurality of users; An advertising effectiveness measurement program for executing the above on one or more processors. [Explanation of symbols]

[0109] 1: Server device 2: User device 3: Image forming device 10: Advertising effectiveness measurement system 11: Control section 12: Storage section 13: Operation display section 25: Camera 111: Print processing unit 112: Acquisition processing unit 113: Measurement processing section C1: 2D code D1: Advertising behavior information D2: Advertising effectiveness measurement result information F1: Advertising media

Claims

1. a print processing unit that prints an advertising medium on which a sign is displayed, the sign including advertisement identification information for identifying advertisement information and access information for accessing advertisement-related information related to the advertisement information; an acquisition processing unit that acquires behavioral information of each of a plurality of users to whom the advertising medium is distributed; a measurement processing unit that measures the effectiveness of the advertising medium based on the behavioral information of each of the plurality of users; An advertising effectiveness measurement system comprising:

2. The acquisition processing unit registers the acquired behavioral information in association with the advertisement identification information.

2. The advertising effectiveness measurement system according to claim 1.

3. The measurement processing unit causes a display unit to display the behavioral information corresponding to the advertising information and a measurement result of the effect on the advertising medium.

3. The advertising effectiveness measurement system according to claim 2.

4. The behavioral information includes information regarding the behavior of the user reading the sign with a user terminal to access the advertisement-related information.

4. The advertising effectiveness measurement system according to claim 2 or 3.

5. The acquisition processing unit associates the behavior information with the advertisement identification information associated with the sign read by the user terminal and registers the behavior information.

5. The advertising effectiveness measurement system according to claim 4.

6. The behavioral information includes information indicating whether the user purchased an advertised product in the advertisement-related information.

6. The advertising effectiveness measurement system according to claim 5.

7. The behavioral information includes information regarding the user's behavior of visiting a store that sells the advertised product.

4. The advertising effectiveness measurement system according to claim 2 or 3.

8. The acquisition processing unit associates the behavior information with the advertisement identification information associated with the sign read by a store terminal of the store, and registers the behavior information.

8. The advertising effectiveness measurement system according to claim 7.

9. The behavioral information includes information indicating whether the user purchased an advertised product at the store.

9. The advertising effectiveness measurement system according to claim 8.

10. a printing step of printing an advertising medium on which a sign is displayed, the sign including advertisement identification information capable of identifying advertisement information and access information capable of accessing advertisement-related information related to the advertisement information; an acquisition step of acquiring behavioral information of each of a plurality of users to whom the advertising medium is distributed; a measurement step of measuring an effect of the advertising medium based on the behavioral information of each of the plurality of users; A method for measuring advertising effectiveness, including:

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