Information processing device

Abstract

To streamline operational tasks related to a Web advertisement of a business operator.SOLUTION: In an information processing device supporting operational tasks related to a web advertisement of a business operator, simulation execution means executes a simulation on advertisement information during a future predetermined period using information about the web advertisement of the business operator as the advertising information with a prescribed granularity among a plurality of predefined granularities including at least a campaign unit on the basis of a budget for the predetermined period and the actual performance for the most recent period within the predetermined period. Allocation adjustment means adjusts the allocation of the budget for the predetermined period on the basis of execution results of the simulation. Furthermore, the information processing device includes a dashboard service which integrates all data, enabling unitary information management and display.SELECTED DRAWING: Figure 4

Description

Technical Field

[0001] The present invention relates to an information processing apparatus.

Background Art

[0002] Conventionally, technologies for supporting the operation of Web advertisements by businesses have been proposed (for example, Patent Document 1).

Prior Art Documents

Patent Documents

[0003]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0004] However, only the conventional technologies including Patent Document 1 have not been able to sufficiently meet the demands of businesses for improving the efficiency of Web advertisement operation services.

[0005] The present invention has been made in view of such a situation, and an object thereof is to improve the efficiency of the operation services related to Web advertisements of businesses.

Means for Solving the Problems

[0006] To achieve the above object, an information processing apparatus according to an aspect of the present invention is an information processing apparatus that supports the operation services related to Web advertisements of a business, simulation execution means for performing a simulation of the advertisement information related to the Web advertisement of the business as advertisement information based on the budget for the predetermined period in the future and the results in the most recent period of the predetermined period, with a predetermined granularity including at least a campaign unit as a unit; Based on the results of the execution of the simulation, allocation adjustment means for adjusting the allocation of the budget for the predetermined period in units of a predetermined granularity including at least the campaign unit; is provided.

Effect of the Invention

[0007] According to the present invention, it is possible to improve the efficiency of the operation of the business operator's Web advertisement.

Brief Description of the Drawings

[0008]

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DETAILED DESCRIPTION OF THE INVENTION

[0009] Hereinafter, embodiments of the present invention will be described with reference to the drawings.

[0010] First, referring to FIG. 1, an overview of a service (hereinafter referred to as "this service") that can be realized by an information processing system to which a server 1 according to an embodiment of the present invention is applied will be described.

[0011] FIG. 1 is a diagram showing an overview of this service that can be realized by an information processing system to which a server according to an embodiment of the present invention is applied.

[0012] This service is provided by a service provider (not shown) to each of the business operators U1 to Un (n is an integer value of 1 or more), who are the advertisers of web advertisements.

[0013] Each of the business operators U1 to Un uses this service by operating each of the information processing devices 2-1 to 2-n, such as personal computers, tablets, and smartphones (hereinafter referred to as "each of the business operator terminals 2-1 to 2-n"). As will be described later, when at least part of the operation work related to the web advertisements of each of the business operators U1 to Un is executed, each of the business operator terminals 2-1 to 2-n may be operated not only by each of the business operators U1 to Un but also by the service provider, operation consultants, etc. Dedicated application software can be installed on each of the business operator terminals 2-1 to 2-n. This enables the use of this service using each of the business operator terminals 2-1 to 2-n on which the application software is installed. In addition, it is also possible to use this service by accessing a predetermined website displayed by the browser function of each of the business operator terminals 2-1 to 2-n. Hereinafter, when there is no need to separately describe each of the business operators U1 to Un, these are collectively referred to as "business operator U". Also, when referring to the business operator U, the business operator terminals 2-1 to 2-n are also collectively referred to as "business operator terminal 2".

[0014] As shown in FIG. 1, this service includes a dashboard service, a measure log service, and a budget allocation and routine measure execution service as services for supporting the operation of the Web advertisement of business operator U. That is, the operation of the Web advertisement of business operator U has conventionally been performed collectively by an advertising agency, but by applying this service, at least a part of the operation can be visualized and automated, thereby eliminating the dependence on and the manual nature of the advertising agency. That is, at least a part of the operation can be easily executed by a service provider, business operator U, an operation consultant, etc., and highly reproducible operation becomes possible. Hereinafter, a person who executes at least a part of the operation, such as a service provider, business operator U, or an operation consultant, is referred to as an "operation executor". In addition, although the operation of the operation executor can be performed on any information processing device capable of communicating with server 1, for the sake of convenience of the following explanation, it is assumed that the operation is performed on business operator terminal 2. As services that can be effectively utilized when such an operation by an operation executor is performed, this service includes a dashboard service, a measure log service, and a budget allocation and routine measure execution service. The "dashboard service" is a service that displays a dashboard including various types of information related to the operation of the Web advertisement of business operator U as a UI (user interface) displayed on business operator terminal 2. The "measure log service" is a service that displays a measure log including various types of information about the operation of the Web advertisement of business operator U as a UI displayed on business operator terminal 2. The "budget allocation and routine measure service" is a service that automatically executes budget allocation and routine measures while performing a simulation and displays the result on business operator terminal 2 as a UI displayed on business operator terminal 2.

[0015] In the dashboard service, information regarding the Web advertisements of business operator U (hereinafter referred to as "advertisement information") is acquired. The advertisement information includes, for example, various data provided from each of the media-side servers 3-1 to 3-m (where m is an integer value of 1 or more) managed by the providers of each of the Web advertisement media M1 to Mm, and data obtained from an advertisement measurement tool provided from another service server 4. Hereinafter, when there is no need to individually explain each of the Web advertisement media M1 to Mm, these are collectively referred to as "Web advertisement media M". Further, when referring to the Web advertisement media M, the media-side servers 3-1 to 3-m are also collectively referred to as "media-side server 3". Specific examples of the advertisement information will be described later with reference to FIGS. 5 to 16. Also, in the dashboard service, information regarding the business of business operator U (hereinafter referred to as "business information") is managed. The business information includes, for example, CRM (customer relationship management) data and data recorded in cloud-based spreadsheet software (hereinafter referred to as "cloud spreadsheet software") that can be used without installing it on the business operator terminal 2. Specific examples of the business information will be described later with reference to FIGS. 5 to 16. Then, in the dashboard service, at least a part of the business information of business operator U and the advertisement information are displayed on the business operator terminal 2 in a comparable manner (for example, the manner shown in FIGS. 5 to 15 described later). Thereby, the business information and the advertisement information can be easily managed in a unified manner. As a result, for example, it is also possible to compare the CV (conversion) of the Web advertisement included in the advertisement information with the data related to contract conclusion and the data related to sales among the business information. Note that "CV (conversion)" refers to the result of the Web advertisement.

[0016] Here, in existing BI tools (business intelligence tools), only the various data provided from the media-side server 3 and the data obtained from the advertisement measurement tool provided from another service server 4 could be linked by API (application programming interface). On the other hand, even for various tools that do not expose the API (Application Programming Interface), RAW data (raw data) is uploaded to server 1 automatically or manually. As a result, on server 1, it becomes possible to concatenate all the data, enabling the realization of the dashboard service.

[0017] Here, in the budget allocation routine measure execution service, simulations can be executed by the operation business executor for each of various granularity units such as for each Web advertising medium M, for each category, and for each sales promotion campaign (hereinafter abbreviated as "campaign") targeted by the Web advertisement, regarding the CV (conversion) and progress with respect to the goals for the Web advertisement of business operator U. As a result, simulations can be performed for each product of the same type provided by business operator U to its customers, so that the target values of the results for each product can be automatically set.

[0018] Here, in existing BI tools (Business Intelligence tools), the target values of the results for each product had to be set manually. For this reason, the convenience was poor, and it was not possible to track the target values of the Web advertisement results for each product. In contrast, the operation business executor can appropriately execute such simulations and track the progress with respect to the target values of the Web advertisement results in real time for various granularities. Also, it is possible to flexibly respond to changes in the target values of the Web advertisement results. Regarding specific examples of the simulation of the Web advertisement results provided by the budget allocation routine measure execution service, they will be described later with reference to FIG. 15.

[0019] Also, in the budget allocation routine policy execution service, simulations regarding advertising information for a future predetermined period (e.g., the next month) are executed for each of various granularity units such as per Web advertising medium M, per category, and per campaign. This simulation is executed based on the budget for the predetermined period and the performance in the most recent period (e.g., the most recent two weeks) of the predetermined period. For details, as will be described later with reference to FIG. 15, the performance in the most recent period of the predetermined period is corrected by redistributing the budget based on a predetermined algorithm. Then, the simulation is executed based on the corrected performance and the budget for the predetermined period. Then, based on the execution result of the simulation, an adjustment of the optimal allocation of the budget is automatically executed. This adjustment of the allocation can also be executed for each of various granularity units such as per Web advertising medium M, per category, and per campaign. Also, in the budget allocation routine policy execution service, routine policies that can have their rules fixed are automatically executed. Thereby, policies with a high contribution to performance that cannot be executed by the AI (artificial intelligence) of the Web advertising medium M are automated, and the human element is eliminated. As a result, the speed and accuracy are dramatically improved compared to manual execution.

[0020] Note that the results of the simulation are also made available to each medium. Also, when the above-described optimal allocation adjustment of the budget is performed, settings on the medium side are made. In this way, the settings on the medium side and the allocation are linked.

[0021] Here, in the dashboard service, it is determined whether at least some of the values included in the advertising information of the business operator U are abnormal values. Here, an abnormal value refers to a value that has become better or worse than a reference by a predetermined level or more based on a target or a recent value as a reference. The determination of whether a value is an outlier is performed at predetermined intervals. Here, the method used to determine whether a value is an outlier is not particularly limited, and various methods can be used. In this embodiment, whether a value is an outlier is determined using a predetermined algorithm. As the algorithm, for example, one that determines a value as an outlier when the CV (conversion) decreases by 30% or more can be adopted. For a value determined to be an outlier, alert information indicating that value is displayed. Thereby, for example, in the short term, alert information indicating outliers can be displayed daily or weekly. In addition to simply displaying the alert information, it is also possible to suggest the factors that caused the outlier. Note that a specific example of the determination of outliers in the results of web advertisements provided by the dashboard service will be described later with reference to FIG. 6.

[0022] Also, in the dashboard service, the factors of outliers are specified for each of various granularity units such as per web advertisement medium M, per category, and per campaign. Then, that information is displayed on the business operator terminal 2. Here, the method used to specify and display the factors of outliers is not particularly limited, and various methods can be used. In this embodiment, a method of specifying and displaying the factors of outliers using a predetermined algorithm is adopted. As the algorithm, for example, one that displays, for each campaign, the factor (for example, the CVR (conversion rate) is -30%) for the deterioration width (for example, the CV (conversion) is -50 cases) can be adopted. Here, the "CVR (conversion rate)" is a value indicating how much CV (conversion) is obtained with respect to the CT (number of clicks) for the web advertisement. The CVR (conversion rate) can be calculated by dividing the CV (conversion) by the CT (number of clicks). Thereby, the factors of the displayed outliers can be easily specified. Regarding specific examples of identifying the causes of outliers provided by the dashboard service, they will be described later with reference to FIG. 6.

[0023] In addition, in the dashboard service, for each of various granularity units such as per Web advertising medium M, per category, and per campaign, information regarding the causes of outliers is arranged in descending order of the degree of abnormality of the outliers. This enables the following displays that were impossible with existing BI (Business Intelligence) tools. That is, for example, it becomes possible to display campaigns in descending order of deterioration in CV (conversion), to display campaigns in descending order of deterioration in CPA (cost per acquisition), etc. Here, "CPA (cost per acquisition)" is a value indicating the cost of Web advertising spent to acquire one unit of customers. That is, the lower the CPA (cost per acquisition), the more efficiently customers are being acquired. CPA (cost per acquisition) can be calculated, for example, by dividing the cost of Web advertising by CV (conversion). Regarding specific examples of the arrangement of information regarding the causes of outliers provided by the dashboard service, they will be described later with reference to FIG. 7.

[0024] In addition, in the dashboard service, at least a part of the advertising information of business operator U is displayed on the business operator terminal 2 in a manner that enables comparison between business operator U and other competing companies. This enables visualizing on the dashboard the situation of other competing companies of business operator U, which was impossible with existing technologies. As a result, for example, it is also possible to filter information indicating the situation of competing companies, score it according to a predetermined logic, and display it. Regarding specific examples of visualizing the situation of other competing companies of business operator U provided by the dashboard service, they will be described later with reference to FIGS. 13 and 14.

[0025] In addition, in the dashboard service, at least a part of the advertising information of business operator U is displayed on the business operator terminal 2 for each of various granularity units, such as per web advertising medium M, per category, or per campaign. Specifically, for example, as such a unit, it is also possible to display on the business operator terminal 2 in units of creatives. Here, "creative" refers to the work product created by business operator U or its requester for web advertising. Creatives include promotional videos, banners, flyers, and all materials created for web advertising. This enables the dashboarding of the performance of each creative on all web advertising media M, which was not achievable with existing technologies. As a result, for example, it is also possible to filter the performance of each creative unit, score it according to a predetermined logic, and display it. Regarding specific examples of the dashboarding of each creative provided by the dashboard service, they will be described later with reference to FIGS. 9 and 10.

[0026] In addition, in the dashboard service, a calendar for setting the period targeted for the business information and advertising information of business operator U is displayed at a predetermined position. As a result, for example, when it is desired to grasp the overall results of web advertising, an operation of selecting a monthly calendar can be performed. Also, when it is desired to check the details of the results of web advertising, an operation of selecting a daily calendar can be performed. Regarding specific examples of the calendar, they will be described later with reference to FIG. 16. As a result, it becomes possible to flexibly change the UI according to the operator's operation, which was not achievable with existing technologies. Specifically, for example, when a predetermined period such as a monthly period is set by the calendar, as shown in FIG. 5 and the like, for items such as Imp, CT, ···, ROAS, etc., in addition to the performance, landing assumptions, goals, (past) × months, etc. are displayed in the UI. On the other hand, when the daily unit is set by the calendar, although not shown in the figure, for items such as Imp, CT, ···, ROAS, etc., the UI is changed to display only the performance. In this way, in the dashboard service, when a predetermined condition (in the above example, the condition that the calendar setting is changed) is satisfied, at least some of the expression forms of business information and advertisement information are changed.

[0027] Also, in the measure log service of this service, information input by the business operator terminal 2 is received in units of a plurality of cells constituting the measure log. Then, the information for which the input has been received is displayed in the cell that is the target of the input. As a result, direct input to and editing of cells of cloud spreadsheet software, rather than form input, which could not be achieved by existing technologies, for example, becomes possible. Regarding specific examples of direct input to and editing of cells of cloud spreadsheet software provided by the measure log service, reference will be made to FIG. 16 and described later.

[0028] The measure log displayed on the business operator terminal 2 can include various information consisting of a plurality of items. That is, as a plurality of items regarding measures for web advertisements, at least the measure purpose, measure content, and measure result can be included. As the measure purpose, for example, there are a measure background and a measure purpose. As the measure content, for example, there are measure content, execution period, and verification period. Also, as the measure result, there are result, findings, next action, and performance data. As a result, items specialized for advertisement operation measures can be displayed. As a result, the convenience of operation business practitioners is further improved, and thus further efficiency improvement of web advertisement operation business can be achieved.

[0029] Also, in the measure log service, uploading or downloading of a predetermined data file (hereinafter referred to as "file") by the business operator terminal 2 is received in units of cells of cloud spreadsheet software. Then, a symbol indicating the file for which the uploading or downloading has been received is displayed in the target cell. This facilitates the operation of uploading or downloading a specific file to / from the cell. Specific examples of uploading or downloading a specific file to / from the cell of the cloud spreadsheet software provided by the above-described policy log service will be described later with reference to FIG. 16.

[0030] Regarding the file, in addition to uploading by the business operator terminal 2, it is also possible to automatically acquire those managed by the dashboard itself. That is, for each policy, the calculation results managed by the dashboard can be automatically input. Thus, in this service, cooperation is achieved between the dashboard service and the policy log service. The method of this cooperation is not particularly limited, and various methods can be adopted. For example, as described above, in the dashboard service, the factors of abnormal values are specified for each unit of various granularities, and that information is displayed on the business operator terminal 2. Along with this display, a policy button (not shown) can also be displayed. When this policy button is pressed, the policy log may be displayed on the business operator terminal 2. In other words, in addition to the dashboard, a table composed of a plurality of cells for inputting information on a plurality of items regarding policies for web advertising among the information regarding the business of business operator U is displayed on the business operator terminal 2 as a policy log. In this case, cooperation is achieved between the table in the policy log or the information input thereto, and the business information and advertising information in the dashboard.

[0031] Also, in the policy log service, only the information targeted for a predetermined period among the received input information is extracted and displayed. This enables, for example, the automatic extraction of medium-term results regarding the web advertising of business operator U. Specific examples of the extraction of information targeted for a predetermined period provided by the policy log service will be described later with reference to FIG. 17.

[0032] In addition, in the policy log service, similar to the dashboard service, a calendar can be displayed to set the period for implementing policies. For specific examples of the calendar display provided by the policy log service, refer to FIGS. 16 and 17, which will be described later.

[0033] Also, in the policy log service, for each of one or more policies, at least partial result calculation of each item in the policy log is automatically executed.

[0034] As described above, the UI provided by this service is designed so that even those who are not experts in information analysis can easily analyze the results of the web advertisement of business operator U. As a result, the convenience of operation business practitioners is improved, and the efficiency of the operation business of web advertisements can be enhanced.

[0035] To summarize the above, according to the dashboard service of this service, reports from the conventional web advertisement medium M can be visualized on the dashboard. Specifically, it becomes possible to easily grasp in real time the budget progress, past comparison performance, reasons for budget deviation, areas where support is needed, etc. Also, all data related to web advertisements, such as data provided by the web advertisement medium M, data obtained from the advertisement measurement tool provided by the other service server 4, analysis of the web advertisement site, and CRM (customer management) data, can be centrally managed. As a result, for example, the following effects can be expected. That is, it becomes possible to obtain necessary information in real time, eliminating the need for reports from and inquiries to advertising agencies as in the past. Also, communication costs, including the costs paid to advertising agencies, can be significantly cut. In addition, the speed and accuracy of grasping the current situation are improved, and the speed of decision-making is increased. Also, the continuity with the business of business operator U is strengthened. Moreover, highly transparent performance data without the bias of advertising agencies, and deteriorating areas where support is needed can be confirmed at a glance. Also, since deteriorating areas and error areas can be seen at a glance, it is possible to make pointed remarks and requests from a position equal to that of the advertising agency.

[0036] Also, according to the policy log service of this service, reports from advertising agencies that have been conventionally made can be visualized in the policy log. Specifically, during execution, specific policies that are planned to be executed, in progress, or have been executed, as well as the implementation background, verification period, results, and result data, can be forcibly visualized. As a result, the following effects can be expected. That is, the information gap in policies disappears. Also, regular meetings and reports with advertising agencies that have been conventionally held are replaced by policy briefings based on the policy log, so that coercion is exerted on policy execution. In addition, "what kind of results are achieved, where improvement is needed, and what is being done" can be visualized, so the number of requests and pointed-out issues increases. Also, since all past policies, results, and circumstances are recorded, knowledge is accumulated as an asset.

[0037] Also, according to the budget allocation and routine policy execution service among this service, budget allocation and routine policies can be automatically executed while appropriately performing simulations. As described above, for example, budget allocation and routine policies have conventionally been carried out manually, but with this service, they are automated. Specifically, for example, the adjustment of optimal allocation at a predetermined granularity such as per Web advertising medium M and segment unit is automatically executed. Also, routine policies for which rules can be fixed are automatically executed. As a result, policies with a high contribution to performance that cannot be executed by the AI (artificial intelligence) of Web advertising medium M are automated, and human touch is eliminated. Consequently, the speed and accuracy are dramatically improved compared to manual execution.

[0038] In addition to the above-mentioned services, this service can also redefine the role of advertising agencies. For example, regarding the advertising business that has been blindly entrusted to the Web advertising medium M conventionally, only the necessary parts can be defined as the role of the Web advertising medium M and requested pinpointedly. Examples of the role of the Web advertising medium M include the following. That is, initial strategic construction (such as channels, budgets, KPIs (key performance indicators), individual policy tactics, etc.), the media AI (artificial intelligence) of the Web advertising medium M, the introduction, construction, and error correction of in-house product automation (the period is about 3 to 4 months), the operation execution from the construction of the advertising account to stabilization (the period is about 3 to 4 months), the execution from the proposal of creative measures, the execution from the proposal of upstream process measures and measures that can only be done by humans, etc. are defined as the role of the Web advertising medium M. This can solve all the problems caused by the conventional blind entrustment system.

[0039] Next, with reference to FIG. 2, the configuration of the information processing system for realizing the provision of the above-described service, that is, the information processing system to which the server 1 according to an embodiment of the information processing apparatus of the present invention is applied will be described. FIG. 2 is a diagram showing an example of the configuration of an information processing system to which a server according to an embodiment of the information processing apparatus of the present invention is applied.

[0040] The information processing system shown in FIG. 2 is configured to include a server 1, a business operator terminal 2, a media-side server 3, and another service server 4. The server 1, the business operator terminal 2, the media-side server 3, and the other service server 4 are interconnected via a predetermined network NW such as the Internet.

[0041] The server 1 is an information processing apparatus managed by a service provider. The server 1 executes various processes for realizing this service while appropriately communicating with the business operator terminal 2, the media-side server 3, and the other service server 4.

[0042] The operator terminal 2 is an information processing device operated by an operation business executor. As described above, the operator terminal 2 is composed of a personal computer, a tablet, a smartphone, etc. The operator terminal 2 receives input operations of various information by, for example, an operation business executor and transmits them to the server 1, or receives and displays various information transmitted from the server 1. Although only one operator terminal 2 is drawn in FIG. 2, this is a simplification for easy understanding of the explanation. Actually, there may be operator terminals 2 corresponding to the number of operation business executors.

[0043] The media side server 3 is an information processing device managed by a person who provides the Web advertising medium M. The media side server 3 transmits the advertising information of the business operator U to the server 1 or the operator terminal 2. Although only one media side server 3 is drawn in FIG. 2, this is a simplification for easy understanding of the explanation. Actually, there may be media side servers 3 corresponding to the number of Web advertising media M.

[0044] The other service server 4 is an information processing device managed by a person who provides various services. The other service server 4 provides a tool for advertising measurement. Although only one other service server 4 is drawn in FIG. 2, this is a simplification for easy understanding of the explanation. Actually, there may be other service servers 4 corresponding to the number of persons who provide the advertising measurement tool.

[0045] FIG. 3 is a block diagram showing an example of the hardware configuration of the server in the information processing system shown in FIG. 2.

[0046] The server 1 includes a CPU (Central Processing Unit) 11, a ROM (Read Only Memory) 12, a RAM (Random Access Memory) 13, a bus 14, an input / output interface 15, an input unit 16, an output unit 17, a storage unit 18, a communication unit 19, and a drive 20.

[0047] The CPU 11 executes various processes according to the programs recorded in the ROM 12 or the programs loaded from the storage unit 18 to the RAM 13. The RAM 13 also appropriately stores data and the like necessary for the CPU 11 to execute various processes.

[0048] The CPU 11, ROM 12, and RAM 13 are interconnected via a bus 14. An input / output interface 15 is also connected to this bus 14. The input unit 16, output unit 17, storage unit 18, communication unit 19, and drive 20 are connected to the input / output interface 15.

[0049] The input unit 16 is composed of, for example, a keyboard or the like and inputs various information. The output unit 17 is composed of a display such as a liquid crystal display or a speaker or the like and outputs various information as images or sounds. The storage unit 18 is composed of a DRAM (Dynamic Random Access Memory) or the like and stores various data. The communication unit 19 communicates with other devices (for example, the business operator terminal 2, media-side server 3, and other service servers 4 in FIG. 2) via a network NW including the Internet.

[0050] A removable medium 40 composed of a magnetic disk, optical disk, magneto-optical disk, or semiconductor memory or the like is appropriately mounted on the drive 20. The program read from the removable medium 40 by the drive 20 is installed in the storage unit 18 as necessary. Also, the removable medium 40 can store various data stored in the storage unit 18 in the same manner as the storage unit 18.

[0051] Although not shown, the business operator terminal 2 in FIG. 2 can also have a configuration basically the same as the hardware configuration shown in FIG. 3. Therefore, the description of the hardware configuration of the business operator terminal 2 is omitted.

[0052] Through the cooperation of various hardware and various software that make up the information processing system of FIG. 2 including the server 1 of FIG. 3, it becomes possible to execute various processes including dashboard display control processing, measure log display control processing, and budget allocation routine measure execution processing. As a result, the above-described service can be provided. The "dashboard display control process" refers to a process that executes control to display the above-described dashboard on the operator terminal 2 as a process for supporting the operation work related to the Web advertisement of the operator U. The "measure log display control process" refers to a process that executes control to display the above-described measure log on the operator terminal 2 as a process for supporting the operation work related to the Web advertisement of the operator U. The "budget allocation routine measure execution process" refers to a process that executes budget allocation and routine measures with the execution of simulation. Hereinafter, a functional configuration for executing the dashboard display control process, the measure log display control process, and the budget allocation routine measure execution process, which are executed in the server 1 of FIG. 3 that constitutes the information processing system of FIG. 2, will be described.

[0053] FIG. 4 is a functional block diagram showing an example of a functional configuration for executing the dashboard display control process, the measure log display control process, and the budget allocation routine measure execution process among the functional configurations of the server of FIG. 3 that constitutes the information processing system of FIG. 2.

[0054] As shown in FIG. 4, when the server 1 executes the dashboard display control process, in the CPU 11, an acquisition unit 101, a management unit 102, a display control unit 103, a simulation unit 104, a determination unit 105, and an identification unit 106 function. Also, when the server 1 executes the measure log display control process, in the CPU 11, a reception unit 107 further functions.

[0055] In addition, a business operator DB 181 is provided in an area of the storage unit 18 of the server 1. In the business operator DB 181, business information and advertisement information corresponding to information (for example, ID) that can uniquely identify the business operator U are associated and managed.

[0056] The acquisition unit 101 acquires advertisement information of the business operator U. Specifically, the acquisition unit 101 acquires, as advertisement information, information related to the web advertisement of the business operator U (for example, data obtained from advertisement media data and advertisement measurement tools, such as CV (conversion) and CPA (cost per action) in FIG. 5). The advertisement information acquired by the acquisition unit 101 is stored and managed in the business operator DB 181.

[0057] The management unit 102 manages the business information of the business operator U. Specifically, the management unit 102 manages information related to the business of the business operator U, including, as business information, information on the CRM (customer relationship management) of the business operator U and information on the business operator U recorded in online spreadsheet software on the cloud.

[0058] The display control unit 103 executes control to display at least a part of the business information managed by the management unit 102 and the advertisement information on the business operator terminal 2 in a comparable manner.

[0059] In addition, when at least a part of the values included in the advertisement information of the business operator U is determined as an abnormal value, the display control unit 103 executes control to display alert information as information about the abnormal value on the business operator terminal 2.

[0060] In addition, when the cause of the abnormal value is identified, the display control unit 103 executes control to display information about the identified cause as information about the abnormal value on the business operator terminal 2.

[0061] In addition, the display control unit 103 executes control to display, on the business operator terminal 2, information about the cause of the abnormal value in descending order of the degree of abnormality of the abnormal value in units of a predetermined granularity as information about the abnormal value. Specifically, the display control unit 103 causes information regarding the cause to be arranged in descending order of the degree of abnormality of the outlier value for each of the media unit, category unit, and campaign unit as information about the outlier value. Then, the control for causing this information to be displayed on the business operator terminal 2 is executed.

[0062] In addition, the display control unit 103 executes control for causing at least a part of the advertising information of business operator U to be displayed on the business operator terminal 2 in a manner that enables comparison between business operator U and its competing companies.

[0063] In addition, the display control unit 103 executes control for causing at least a part of the advertising information of business operator U to be displayed in units of a predetermined granularity (media unit, category unit, campaign unit). Specifically, the display control unit 103 executes control for causing at least a part of the advertising information of business operator U to be displayed on the business operator terminal 2 for each of the media unit, category unit, campaign unit, and creative unit.

[0064] In addition, the display control unit 103 executes control for causing a calendar for setting the period targeted by the business information and advertising information of business operator U to be displayed at a predetermined position.

[0065] In addition, the display control unit 103 executes control for causing a table composed of a plurality of cells for inputting information for each of a plurality of items regarding measures for Web advertising among the information regarding the business of business operator U to be displayed on the business operator terminal 2. Specifically, for example, the display control unit 103 executes control for causing a measure log composed of a plurality of cells for inputting information on each of status, execution period, media, implementation background, purpose, measure content, verification period, result, findings, next action, and reference file among the information regarding the business of business operator U to be displayed on the business operator terminal 2.

[0066] In addition, the display control unit 103 executes control for causing the information input by the business operator terminal 2 in units of cells to be displayed in the cells targeted by the input.

[0067] In addition, the display control unit 103 executes control to display a symbol Y indicating a file uploaded or downloaded by the carrier terminal 2 for each cell in the target cell.

[0068] In addition, the display control unit 103 executes control to extract and display only information targeted for a predetermined period from the information input to the carrier terminal 2 for each cell.

[0069] The simulation unit 104 performs simulations on the CV (conversion) and progress with respect to the goals of the Web advertisement of the carrier U at a predetermined granularity such as per Web advertisement medium M, per category, per campaign, etc.

[0070] The determination unit 105 determines, for each predetermined period using a predetermined algorithm, whether at least some of the values included in the advertisement information of the carrier U are abnormal values.

[0071] The specifying unit 106 specifies the cause of the abnormal value for the value determined as an abnormal value by the determination unit 105 at a predetermined granularity such as per medium, per category, per campaign, etc.

[0072] In the reception unit 107, an input reception unit 171 and a ULDL reception unit 172 function. The input reception unit 171 receives information input by the carrier terminal 2 for each cell. The ULDL reception unit 172 receives file uploads or downloads by the carrier terminal 2 for each cell.

[0073] In addition, the simulation unit 104 executes a simulation regarding the advertisement information in a future predetermined period based on the budget for the predetermined period and the results of the most recent period of the predetermined period, in units of a predetermined granularity including at least the campaign unit. At this time, the simulation unit 104 corrects the performance of the most recent period within a predetermined period by redistributing the budget based on a predetermined algorithm, and can execute a simulation based on the corrected performance and the budget for the predetermined period. Based on the result of the execution of the simulation, the display control unit 103 adjusts the allocation of the budget for the predetermined period in units of a predetermined granularity including at least the campaign unit. In other words, the display control unit 103 executes control to display a predetermined UI (such as FIG. 15(b)) on the operator terminal 2 so that such adjustment can be made on the operator terminal 2. The display control unit 103 executes routine measures that can fix the rules. In other words, the display control unit 103 executes control to display a predetermined UI on the operator terminal 2 so that such routine measures can be executed on the operator terminal 2.

[0074] As described above, since the information processing apparatus in FIG. 3 has the above-described functional configuration shown in FIG. 4, it is possible to improve the efficiency of the operation work of Web advertisements for operation work performers.

[0075] Next, with reference to FIGS. 5 to 17, specific examples of the dashboard D and the measure log L displayed on the operator terminal 2 will be described. FIGS. 5 to 16 are diagrams showing specific examples of the dashboard as an interface displayed on the operator terminal. FIG. 17 is a diagram showing a specific example of the measure log as an interface displayed on the operator terminal.

[0076] FIGS. 5 to 8 show specific examples of the summary screen of the dashboard D displayed on the operator terminal 2. Among these, on the summary screen of the dashboard D shown in FIG. 5, the performance progress and the monthly table are shown as information indicating the results of the Web advertisements of the operator U.

[0077] For the actual progress, for each of the progress amount of COST (cost of web advertising), CV (conversion), CPA (cost per conversion), number of concluded contracts, conversion rate, and SF-CV (conversion), the increase / decrease value, progress rate, landing assumption, and target are shown respectively.

[0078] In the monthly table, as the results of web advertising, the actual performance, landing assumption, target, and monthly actual performance for each type are shown respectively. "Type" includes Imp (number of impressions of web advertising), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of web advertising), CV (conversion), CVR (conversion rate), CPA (cost per conversion), sales, unit sales price, and advertising return on ad spend (ROAS).

[0079] Also, on the summary screen of the dashboard D shown in Figure 6, as the results of the web advertising of business operator U, a weekly table, a daily graph, and the actual performance by category (only shown as "category" on the dashboard D in Figure 6) are shown.

[0080] In the "weekly table" shown in Figure 6(A), as the results of web advertising, the weekly actual performance for each type is shown. Among these, the value indicating the actual performance for the week of October 26, 2020, is emphasized and shown, indicating that this has been determined as an "outlier" based on a predetermined algorithm.

[0081] In the "daily graph" shown in Figure 6(A), as the results of web advertising, the daily actual performance for each type is shown. Among these, the value indicating the actual performance for October 30 is emphasized and shown, indicating that this has been determined as an "outlier" based on a predetermined algorithm.

[0082] In the "Category" shown in Fig. 6 (B), for the results of web advertisements, the achievements by type, assumed landing pages, goals, and monthly achievements are each shown in category units. The "Type" includes Imp (number of web advertisement displays), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of web advertisement), CV (conversion), CVR (conversion rate), CPA (cost per conversion), conversion CV (converted conversion), conversion CVR (converted conversion rate), and conversion CPA (converted cost per conversion). Also, the increase or decrease value of CV (conversion) is shown for each category. The "Category" includes "Brand keyword", "NoBrand keyword", "Retarget", "Reach", and "Other DCP (Digital Cinema Package)". Note that only "Brand keyword" and "NoBrand keyword" are shown in Fig. 6. And it is shown that for "Brand keyword", the CV (conversion) increased by 60, and for "NoBrand keyword", the CV (conversion) decreased by 60.

[0083] Also, on the summary screen of the dashboard D shown in Fig. 7, for the results of the web advertisements of business operator U, the achievements in web advertisement media unit × category unit (only shown as "Media × Category" on the dashboard D in Fig. 7 (A)) and the achievements of the campaigns with deteriorated CV (conversion) (only shown as "CV Deteriorated Campaign" on the dashboard D in Fig. 7 (B)) are shown.

[0084] In the "Media × Category" shown in Fig. 7(A), as the results of web advertisements, the achievements, landing assumptions, goals, and monthly achievements for each type are shown for each web advertising medium M in terms of categories. Note that the "type" is the same as the type in Fig. 6(B). The "category" includes "Brand (keyword)", "NoBrand (keyword)", "Retarget", and "Reach". In Fig. 7(A), as an example, for each of "Brand (keyword)" and "NoBrand (keyword)" of web advertising medium M1, the achievements, landing assumptions, goals, and monthly achievements for each type are shown respectively.

[0085] In the "CV Deterioration Campaign" shown in Fig. 7(B), as the results of web advertisements, the monthly achievements, monthly landing assumptions, monthly goals, average achievements for the most recent 3 months, and graphs showing these achievements for each type are shown for each campaign E. The "type" is the same as the type shown in Fig. 6(A). In Fig. 7(B), as an example, the web advertising results for each of campaigns E1 and E2 are shown. In the CV deterioration campaign, a plurality of campaigns E are arranged and displayed in the order of significant CV (conversion) deterioration (in the order of high outliers).

[0086] Also, on the summary screen of the dashboard D shown in Fig. 8, as information showing the results of the web advertisements of the business operator U, the achievements of the campaigns with deteriorated CPA (cost per conversion) (only displayed as "CPA Deterioration Campaign" on the dashboard D in Fig. 8) are shown.

[0087] In the "CPA Deterioration Campaign" shown in Fig. 8, as the results of web advertisements, the monthly achievements, monthly landing assumptions, monthly goals, average achievements for the most recent 3 months, and graphs showing these achievements for each type are shown for each campaign E. The "type" is the same as the types shown in Fig. 6(A) and Fig. 7(B). In Fig. 8, as an example, the web advertising results for each of campaigns E1 and E2 are shown. In the CPA deterioration campaign, a plurality of campaigns E are arranged and displayed in the order of significant CV (conversion) deterioration (in the order of high outliers).

[0088] Here, in the dashboard service, as user interfaces other than the summary screen described above, a performance screen by medium, a performance screen by product, a performance screen by area, a performance screen by creative, a performance screen by keyword, a performance screen by demographic, a performance screen by device, and a competition situation screen are provided. Note that "by medium" means being distinguished by web advertising media unit. Among these, although not shown in the figures, each of the performance screen by medium, the performance screen by product, and the performance screen by area is displayed with monthly performance, weekly performance, daily performance, and performance by period (e.g., monthly) by campaign unit, similar to the above-described summary screen. Hereinafter, with reference to FIGS. 9 to 14, specific examples of the performance screen by creative, the performance screen by keyword, the performance screen by demographic, the performance screen by device, and the competition situation screen will be described.

[0089] FIGS. 9 and 10 show a specific example of the performance screen by creative of the dashboard D displayed on the business operator terminal 2.

[0090] In the performance screen by creative of the dashboard D shown in FIG. 9, as information indicating the results of the web advertising of the business operator U, COST (cost of web advertising), CV (conversion), CPA (cost per conversion), Imp (number of displays of web advertising), CT (number of clicks), CTR (click-through rate), CPC (cost per click), and CVR (conversion rate) are shown in units of creative V. Note that FIG. 9 shows information on each of three types of creative V that obtained particularly excellent results among a plurality of creative V.

[0091] On the creative-specific performance screen of the dashboard D shown in Fig. 10(A), as information indicating the results of the Web advertisement of the business operator U, Imp (number of Web advertisement displays), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of Web advertisement), CV (conversion), and CPA (cost per conversion) are shown in units of creative V for each advertising group delivery unit.

[0092] On the creative-specific performance screen of the dashboard D shown in Fig. 10(B), as information indicating the results of the Web advertisement of the business operator U, Imp (number of Web advertisement displays), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of Web advertisement), CV (conversion), and CPA (cost per conversion) are shown in units of creative V for each reach delivery unit and retargeting unit.

[0093] Fig. 11 shows a specific example of the keyword-specific performance screen of the dashboard D displayed on the business operator terminal 2.

[0094] On the keyword-specific performance screen of the dashboard D shown in Fig. 11, as information indicating the results of the Web advertisement of the business operator U, match type, campaign, advertising group, quality score, Imp (number of Web advertisement displays), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of Web advertisement), CV (conversion), CVR (conversion rate), CPA (cost per conversion), and Imp share (share rate of the number of Web advertisement displays) are displayed in units of keywords. Among these, "match type" is information indicating the degree of keyword matching. "Quality score" is an indicator showing the quality of keywords. The higher the quality score, the higher the advertising placement rank can be achieved while keeping the bidding amount low.

[0095] FIG. 12 shows specific examples of the demographic-based performance screen and the device-based performance screen of the dashboard D displayed on the operator terminal 2. Here, "demogra" is an abbreviation of "demographic". "Demographic" means demographic attributes and is information used as a perspective for customer data analysis. Examples of demographic information include information indicating the social and economic characteristics of people, such as gender, age, residential area, income, occupation, education level, and family composition.

[0096] Among these, FIG. 12(A) shows a specific example of the demographic-based performance screen of the dashboard D. On the demographic-based performance screen, as information indicating the results of the Web advertisement of the operator U, Imp (number of displays of the Web advertisement), CV (conversion), CPA (cost per conversion), CVR (conversion rate), CTR (click-through rate), and CPC (cost per click) are displayed for each Web advertisement medium M in units of gender (male, female, unknown).

[0097] Also, FIG. 12(B) shows a specific example of the device-based performance screen of the dashboard D. On the device-based performance screen, as information indicating the results of the Web advertisement of the operator U, Imp (number of displays of the Web advertisement), CV (conversion), CPA (cost per conversion), CVR (conversion rate), CTR (click-through rate), and CPC (cost per click) are displayed for each Web advertisement medium M in units of device (PC (personal computer), SP (smartphone), Tablet).

[0098] FIGS. 13 and 14 show specific examples of the competitive situation screen of the dashboard D displayed on the operator terminal 2.

[0099] Among these, on the competitive situation screen of the dashboard D shown in FIG. 13(A), as information indicating the results of the Web advertisement of the operator U, the Imp share (share rate of the number of displays of the Web advertisement) and the probability that the Web advertisement is displayed at the top (hereinafter referred to as "top display rate") of the operator U and each of its competing companies during the selected period are displayed.

[0100] In addition, on the competition situation screen of the dashboard D shown in Fig. 13(B), as information indicating the results of the Web advertisement of the business operator U, graphs showing the monthly Imp share and the top display rate are respectively displayed.

[0101] In addition, on the competition situation screen of the dashboard D shown in Fig. 14, as information indicating the results of the Web advertisement of the business operator U, the monthly Imp share (share rate of the number of Web advertisement displays) and the top display rate of the business operator U and other competing companies are respectively displayed.

[0102] Fig. 15 shows a specific example of the simulation screen. By performing various operations on the simulation screen, the operation business executor can execute simulations for each unit of various granularities.

[0103] Fig. 15(A) shows a screen for performing the simulation of the next month. On the screen shown in Fig. 15(A), a button B1 labeled "Budget Input", a button B2 labeled "Confirmation Button", and a button B3 labeled "Edit Button" are provided. The operation business executor can input the amount of the budget for the next month (hereinafter referred to as the "new budget") by pressing the button B1. When the amount of the new budget is input, although not shown in the figure, simulation results such as Imp (number of Web advertisement displays), CT (number of clicks), CTR (click-through rate), CPC (cost per click), COST (cost of Web advertisement), CV (conversion), CVR (conversion rate), and CPA (cost per conversion) for the next month (in the example of Fig. 15, December since the current month is November) are displayed by type for each unit of various granularities. In Fig. 15(A), only the overall and category are shown, but it is also possible to display in a finer unit, for example, the campaign unit for each medium (hereinafter also referred to as the "medium and campaign unit"). If there is no problem with the primary simulation result, the operation staff presses button B2. As a result, the simulation result based on the new budget is finalized. On the other hand, if there is a problem with the primary simulation result, the operation staff presses button B3. Thereby, the simulation result can be edited.

[0104] An example of the calculation logic for the next month's simulation will be described. Note that the calculation logic is not particularly limited to the following example as explicitly stated as an example, and various types can be adopted. An overview of an example of the calculation logic for the next month's simulation is as follows.

[0105] That is, first, based on the "landing in the most recent two weeks" of the current month obtained as actual results, the monthly converted actual results of the current month (hereinafter referred to as "base actual results") are calculated, and the calculation result is displayed as the "assumed landing in November".

[0106] Next, without considering the new budget, the calculation of the allocation optimization of the base actual results is executed based on a predetermined algorithm. Here, the point to note is that in this allocation optimization, the base cost correction rate is used. That is, for example, if the cost of each campaign is reduced to a preset lower limit cost and then the cost is redistributed, the numerical value will become too extreme. Therefore, in this allocation optimization, a constraint of redistributing only a certain percentage of the cost in the base actual results (based on a predetermined algorithm including such a constraint) is provided, and the calculation is executed. This "certain percentage" is called the "base cost correction rate". That is, the base cost correction rate means the ratio of the cost to be redistributed to the cost of the base actual results in the calculation of the allocation optimization. Details of the redistribution will be described later. In this way, the base actual results are corrected by the calculation of the allocation optimization of the base actual results. The actual results corrected in this way are hereinafter referred to as "reallocated base actual results".

[0107] Next, an allocation calculation for the difference between the reallocated base performance and the new budget is executed based on a predetermined algorithm, and the result of the calculation is displayed as the result of the simulation. If a correction is necessary for this result, the operation executor presses button B3 to correct the result of the simulation.

[0108] A specific example of an example of the calculation logic for the next month's simulation will be described. As a specific example of an example of the calculation logic for the next month's simulation, for example, based on the following preparations, a calculation logic consisting of steps ST1 to ST4 can be adopted.

[0109] First, as preparations, for example, a predetermined algorithm for each business operator and each campaign is set in advance. For example, as rules in a predetermined algorithm, an upper limit cost or upper limit CPA and a lower limit cost or lower limit CPA are set in advance for each campaign. Also, for example, as rules in a predetermined algorithm, a variation range of CPC and CVR according to the adjustment range of the cost is set in advance for each campaign.

[0110] Specifically, for example, when there are Campaign A and Campaign B, rules in a predetermined algorithm are set in advance as follows.

[0111] For Campaign A, the upper limit cost is set at 100,000 yen, and "none" is set as the lower limit cost or lower limit CPA. Here, as the range of the cost adjustment width, for example, there are a first width (+0 to +10%), a second width (+10 to +20%), a third width (+20% to), a fourth width (0 to -10%), a fifth width (-10 to -20%), and a sixth width (-20% to). In this case, for the first width, the CPC variation is set as the cost variation rate × 1.1, and the CVR variation is set as -3%. For the second width, the cost variation rate × 1.15 is set as the CPC variation, and -5% is set as the CVR. For the third width, the cost variation rate × 1.2 is set as the CPC variation, and -15% is set as the CVR. For the fourth width, the cost variation rate × 1.08 is set as the CPC variation, and +2% is set as the CVR. For the fifth width, the cost variation rate × 1.12 is set as the CPC variation, and +4% is set as the CVR. For the sixth width, the cost variation rate × 1.15 is set as the CPC variation, and +5% is set as the CVR.

[0112] For Campaign B, the upper limit cost is set at 78,000 yen, and the lower limit cost is set at 60,000 yen. Here, as the range of the cost adjustment width, for example, assume that the first to sixth widths exist in the same way as Campaign A. In this case, for each of the first to sixth widths, the CPC variation and the CVR variation are set to the same values as in Campaign A.

[0113] Next, as a preliminary preparation, the operation business executor sets, as information necessary for calculation, for example, the budget granularity, the budget cost, and the base cost correction rate in the budget input form. For example, as the budget granularity, it is set whether the whole is used as a unit, the medium is used as a unit, or the medium and category are used as a unit. Also, for example, the base cost correction rate is selected from 10%, 20%, 30%, and none.

[0114] Note that the predetermined algorithm set in the preliminary preparation is not limited to the above example, and various other algorithms can be adopted. For example, an algorithm that coefficients seasonal factors and sets the numerical variation width of target items (for example, CTR, CPC, CPST, CVR), and for example, an algorithm in which the variation is made on a monthly basis, may be adopted as the predetermined algorithm.

[0115] With such preparations, when a new budget is input by the operation business executor, in step ST1, the performance of the most recent two weeks of the current month (landing in the most recent two weeks) is obtained in units of media and campaigns. Then, based on the performance, the base performance of the current month is calculated. Note that the period used as the basis for calculating the base performance is, for the convenience of explanation, assumed to be the most recent two weeks here, but this is only an example. For example, any period selected by business operator U from the calendar can be adopted.

[0116] Next, in step ST2, the base performance is corrected using the base cost correction rate. That is, as described above, using the base cost correction rate, the calculation for optimizing the allocation of the base performance is executed. This calculation is executed based on a predetermined algorithm set in the above-mentioned preliminary preparation. At that time, the rules of "upper limit cost or upper limit CPA" and "lower limit cost or lower limit CPA" of the predetermined algorithm take precedence. In other words, the following calculations are executed as the calculations based on the predetermined algorithm in this example. That is, a calculation is performed to suppress the cost of each campaign by the amount of the base cost correction rate. Then, the suppressed cost is redistributed. At this time, the amount of cost in one redistribution can be, for example, 30,000 yen. However, although this 30,000 yen is common to all business operators U in this example, it may be smoothly changed for each business operator U.

[0117] Here, a specific example is used to explain the (re)distribution. Assume there are campaigns A, B, and C, and the new budget is increased by 1 million yen (from the current 2 million yen per month to 3 million yen per month). Also, assume that the amount of cost in the redistribution is 30,000 yen as in the above example of this case, that is, the budget is distributed in units of 30,000 yen. In this case, for example, in the first allocation, based on the above-described set algorithm, it is calculated which of campaigns A, B, and C is most effective in allocating the budget. Here, if it is calculated that campaign A is the most effective, 30,000 yen will be allocated to campaign A. After that, for example, in each of the second to fifth allocations, 30,000 yen will be allocated to campaign A in the same manner as the first allocation. In the sixth allocation, for example, as a result of the same calculation as up to the fifth allocation, if campaign A reaches the upper limit cost or if it is calculated that campaign B is the most effective. In this case, 30,000 yen will be allocated to campaign B. After that, for example, in each of the seventh to thirty-third allocations, 30,000 yen will be allocated to campaign B in the same manner as the sixth allocation. In the sixth allocation, for example, as a result of the same calculation as up to the fifth allocation (assuming that there is no amount to be allocated and 10,000 yen remains), the remaining 10,000 yen will be allocated to campaign C. In this way, in the calculation of "(re)allocation", multiple allocation targets (campaigns A, B, and C in the above example) are listed until the entire budget is allocated, and the cost amount in the reallocation (30,000 yen in the above example, which can be arbitrarily changed) is allocated to the allocation target. The process is executed. As a result of the operation using such reallocation, a reallocated base performance will be obtained.

[0118] Next, in step ST3, an operation is performed on the reallocated base performance (optimized base performance) according to the new budget. This operation is executed by a predetermined algorithm set in the above-described preliminary preparation. At that time, the rules of "upper limit cost or upper limit CPA" and "lower limit cost or lower limit CPA" of the predetermined algorithm are prioritized. Specifically, the following operations are executed as operations based on a predetermined algorithm in this example. That is, as described above, an allocation operation is executed for the difference between the reallocated base performance and the new budget. For example, if the new budget is positive, a calculation is performed to allocate the budget in a single calculation as an increase of plus 30,000 yen, and if the new budget is negative, only a calculation is performed to allocate the budget in a single calculation as a decrease of minus 30,000 yen. This calculation for allocation can be executed by adopting, for example, the above-described "(re)allocation" calculation. Also, at this time, the cost amount in a single allocation can be, for example, 30,000 yen, similar to step ST3 described above. However, although this 30,000 yen is common to all operators U in this example, it may be made possible to change smoothly for each operator U.

[0119] Next, in step ST4, after the operation executor presses button B3, corrections are made. For example, four items, namely CTR, CPC, COST, and CVR, are set as items that can be corrected on a campaign-by-campaign basis. Regarding these four items, the numerical values input by the operation executor are valued, and the items other than these four items are formulated. Here, the items other than the four items refer to Imp, Click, CV, CPA, Ebis-CV, Ebis-CVR, Ebis-CPA, etc. That is, in accordance with CTR, CPC, COST, and CVR changed by the operation executor, the other items are varied in terms of the formula. Therefore, the automatic calculation by the information processing system is not performed in step ST4. After that, when the operation executor presses button U2, the simulation result based on the new budget is determined.

[0120] In Fig. 15(B), a screen for performing the allocation adjustment for the next month is shown. On the screen shown in Fig. 15(B), a button B4 labeled "Edit Button" and a button B5 labeled "Confirm Button" are provided. The operation business executor can perform the allocation adjustment for the next month by pressing the button B4. When the allocation adjustment for the next month is completed, the operation business executor can confirm the content by pressing the button B5.

[0121] Here, an example of the logic for the allocation adjustment for the next month will be described. Note that the calculation logic is not particularly limited to the following example as expressly indicated by the example, and various types can be adopted. An overview of an example of the logic for the allocation adjustment for the next month is as follows.

[0122] That is, when the button B4 is pressed by the operation business executor, first, the set amount of the daily budget for each campaign (the current set amount inside the medium M) is acquired. Next, based on the above-mentioned simulation result for the next month (the simulation result based on the new budget), the daily budget change amount is calculated. That is, the simulation result for each campaign is converted into the daily budget, and the converted value is displayed as the changed amount in the "Daily Budget". Next, the operation business executor corrects the daily budget for each campaign. After this correction, when the button B5 is pressed by the operation business executor, the change of the daily budget for each campaign on the management screen side of the medium M is performed through the API.

[0123] The above describes the calculation logic for the simulation for the next month and the logic for the allocation adjustment for the next month. Although not shown in the figure, for the calculation logic of the simulation for the current month and the logic for the allocation adjustment for the current month respectively, the same ones as the corresponding logic for the next month can be adopted.

[0124] Incidentally, Fig. 16 shows a specific example of the summary screen of the dashboard D displayed on the operator terminal 2, in which a calendar is superimposed on the screen of the example in Fig. 5. That is, on the screen of Fig. 16, a calendar is superimposed on the summary screen of the dashboard D shown in Fig. 5. This calendar is for setting the period to which the business information and advertising information of the business operator U (see the description of the screen in Fig. 5) apply. For example, when it is desired to grasp the overall results of web advertising, an operation of selecting a monthly calendar can be performed. Also, when it is desired to check the details of the results of web advertising, an operation of selecting a daily calendar can be performed. As a result, it becomes possible to flexibly change the UI according to the operator's operation, which could not be achieved with existing technologies.

[0125] Fig. 17 shows a specific example of the measure log L displayed on the operator terminal 2. The measure log L is displayed in the form of cloud spreadsheet software composed of a plurality of cells C. In the measure log L, measures regarding various perspectives are shown as information for supporting the operation of the web advertising of the business operator U. Specifically, in the measure log L, measures regarding the service perspective, user perspective, and media operation perspective are shown. And for each of these measures regarding the perspectives, information indicating each of status, implementation period, web advertising media, implementation background, implementation purpose, measure content, verification institution, result, result details, fine index, next action, and reference data is displayed.

[0126] Information can be directly input into the plurality of cells C constituting the measure log L. It is possible to upload or download the file F to / from the cell C. As an example, in Fig. 17, a button B labeled "Upload" and a symbol Y indicating the uploaded file F are displayed in the cell C indicating the information of "reference data".

[0127] In addition, a calendar R for setting the period to which the measures apply can be displayed in the measure log L. As an example, in FIG. 17, the calendar R is displayed superimposed on the measure log L.

[0128] As described above, one embodiment of the present invention has been described. However, the present invention is not limited to the above-described embodiment, and modifications, improvements, etc. within the scope that can achieve the object of the present invention are considered to be included in the present invention.

[0129] For example, in the above-described embodiment, as the results of the Web advertisement of the business operator U, CV (conversion), etc. are mentioned, but these are merely examples.

[0130] Also, for example, in the above-described embodiment, as items related to measures for Web advertisements, status, etc. are mentioned, but these are merely examples.

[0131] Also, the items and configurations of the interfaces in FIGS. 5 to 16 are merely examples. Other items and configurations that allow the operation business operator to input and grasp information can be used.

[0132] Also, the system configuration shown in FIG. 2 and the hardware configuration of the server 1 shown in FIG. 3 are merely examples for achieving the object of the present invention and are not particularly limited.

[0133] Also, the functional block diagram shown in FIG. 4 is merely an example and is not particularly limited. That is, it is sufficient that the information processing system of FIG. 2 is provided with a function capable of executing the above-described dashboard display control process, measure log display control process, and budget allocation routine measure execution process as a whole. What functional blocks and databases are used to realize this function is not particularly limited to the example of FIG. 4.

[0134] Also, the location where the functional blocks and databases exist is not limited to FIG. 4 and can be arbitrary. In the example of FIG. 4, the dashboard display control process, the policy log display control process, and the budget allocation - routine policy execution process are configured to be performed under the control of the CPU 11 of the server 1 in FIG. 3 that constitutes the information processing system in FIG. 2, but are not limited thereto. For example, at least a part of the functional blocks and databases arranged on the server 1 side may be configured to be provided by the business operator terminal 2 side, the media - side server 3 side, or other information processing apparatuses (not shown).

[0135] Also, the above - described series of processes can be executed by hardware or can be executed by software. Also, one functional block may be configured by hardware alone, may be configured by software alone, or may be configured by a combination thereof.

[0136] When the series of processes are executed by software, the program constituting the software is installed in a computer or the like from a network or a recording medium. The computer may be a computer incorporated in dedicated hardware. Also, the computer may be a computer capable of executing various functions by installing various programs, for example, a general - purpose smartphone or a personal computer in addition to a server.

[0137] A recording medium containing such a program is not only constituted by a removable medium (not shown) distributed separately from the apparatus main body to provide the program to the user, but also constituted by a recording medium or the like provided to the user in a state pre - incorporated in the apparatus main body.

[0138] Note that in this specification, the steps of describing the program recorded on the recording medium include not only the processes performed in time series along the order but also the processes that are not necessarily processed in time series and are executed in parallel or individually.

[0139] In summary, the information processing apparatus to which the present invention is applied only needs to have the following configuration, and can take various embodiments. That is, the information processing apparatus to which the present invention is applied In an information processing apparatus (for example, server 1 in FIG. 4) that supports the operation of the Web advertisement of a business operator (for example, business operator U in FIG. 1), An acquisition means (for example, acquisition unit 101 in FIG. 4) that acquires information regarding the Web advertisement of the business operator (for example, data obtained from advertisement media data or advertisement measurement tools, such as CV (conversion) in FIG. 5) as advertisement information; A management means (for example, management unit 102 in FIG. 4) that manages information regarding the business of the business operator, including the CRM (customer management) information of the business operator and information regarding the business operator recorded in a predetermined database (for example, the above-mentioned cloud spreadsheet software), as business information; A display control means (for example, display control unit 103 in FIG. 4) that executes control (for example, control to be displayed on the above-mentioned dashboard D) to display at least a part of the business information managed by the management means and the advertisement information in a comparable manner; is provided.

[0140] That is, in an information processing measure for supporting the operation of the Web advertisement of a business operator, the advertisement information of the business operator is acquired, and the business information of the business operator is managed. Then, at least a part of the business information and the advertisement information are displayed in a comparable manner. Specifically, for example, in the above-described embodiment, in server 1, the advertisement information of business operator U is acquired, and the business information of business operator U is managed. Then, at least a part of the business information and the advertisement information are displayed on the business operator terminal 2 in a comparable manner. Thereby, for example, CRM (customer management) data and business data recorded in cloud spreadsheet software can be managed in a unified manner, so that it is possible to display a comparison between the CV (conversion) of the Web advertisement and contract or sales data. Here, existing BI tools (business intelligence tools) could only be linked via API (application programming interface) with data provided by web advertising medium M and tools for advertising measurement provided by other service servers 4. On the other hand, even for various tools for which the API (application programming interface) is not open, RAW data (raw data) is uploaded to the information processing device (for example, server 1 in FIG. 2) by a predetermined method. As a result, it becomes possible to concatenate all data in the information processing device (for example, server 1 in FIG. 2). As a result, for example, the above-described dashboard service can be realized. As a result, convenience is improved, so that the efficiency of the operation work related to the web advertisement of the business operator can be improved.

[0141] Further, simulation means (for example, simulation unit 104 in FIG. 4) for performing a simulation with a predetermined granularity as a unit (for example, the above-described medium unit, category unit, campaign unit, etc.) regarding the results (for example, the above-described CV (conversion), etc.) and progress of the business operator's web advertisement with respect to the target can be further provided.

[0142] That is, a simulation with a predetermined granularity as a unit regarding the results and progress of the business operator's web advertisement with respect to the target can be executed by the operation work executor. Specifically, for example, in the above-described embodiment, simulations are performed in units of media, categories, and campaigns regarding the results and progress of the business operator U's web advertisement with respect to the target. As a result, since simulations can be performed in units of the same type of product provided by the business operator to its customers, the target value of the results for each product can be automatically set. Here, in existing BI tools (business intelligence tools), operation business practitioners had to manually set the target values of achievements for each product. Therefore, the convenience was poor, and it was not possible to track the target values of the achievements of web advertisements for each product. On the other hand, operation business practitioners can appropriately execute such simulations and track the progress of the target values of web advertisement achievements in real time at various granularities. In addition, they can also flexibly respond to changes in the target values of web advertisement achievements. As a result, the convenience is further improved, so that the operation business of the web advertisements of the business operator can be further streamlined.

[0143] In addition, for at least some of the values included in the advertisement information, determination means (for example, determination unit 105 in FIG. 4) is further provided to determine whether it is an abnormal value based on a preset criterion (for example, the above algorithm) for each predetermined period. The display control means can further execute control to display predetermined information (for example, alert information) about the value determined as the abnormal value.

[0144] That is, for at least some of the values included in the advertisement information, it is determined whether it is an abnormal value based on a preset criterion for each predetermined period, and predetermined information about the value determined as the abnormal value is displayed. Specifically, for example, in the above-described embodiment, for at least some of the values included in the advertisement information, it is determined whether it is an abnormal value by a predetermined algorithm for each predetermined period. And alert information about the value determined as the abnormal value is displayed. Thereby, for example, in the short term, alert information indicating abnormal values can be displayed daily or weekly. In the medium term, not only alert information is displayed, but also the factors causing the abnormal values are suggested. As a result, the convenience is further improved, so that the operation business of the web advertisements of the business operator can be further streamlined.

[0145] Furthermore, for the value determined as the abnormal value, it further includes factor identification means (for example, identification unit 106 in FIG. 4) for identifying the factor in units of a predetermined granularity. The display control means can execute control to display information regarding the identified factor as the predetermined information.

[0146] That is, for the value determined as the abnormal value, the factor is identified in units of a predetermined granularity. And, as information about the abnormal value, the information identified as the factor of the abnormal value is displayed. Specifically, for example, in the above-described embodiment, the factors of the abnormal values are identified for each of the medium unit, category unit, and campaign unit, and the information is displayed on the operator terminal 2. Thereby, the operation business executor can easily identify the factor of the displayed abnormal value, so that the operation business of web advertising can be further streamlined.

[0147] Also, the display control means, as the predetermined information, can execute control to arrange and display the information regarding the factor in descending order of the degree of abnormality of the abnormal value in units of a predetermined granularity.

[0148] That is, as information about the abnormal value, the information regarding the factor of the abnormal value is arranged in descending order of the degree of abnormality of the abnormal value in units of a predetermined granularity. And the information is displayed. Specifically, for example, in the above-described embodiment, for each of the medium unit, category unit, and campaign unit, the information regarding the factor of the abnormal value is arranged in descending order of the degree of abnormality of the abnormal value. Thereby, the following display, which was impossible with existing BI tools (business intelligence tools), becomes possible. That is, for example, it becomes possible to display campaigns in descending order of deterioration of CV (conversion), to display campaigns in descending order of deterioration of CPA (cost per action), etc. As a result, the convenience for the operation business practitioners is further improved, so that the operation of web advertisements can be made more efficient.

[0149] Further, the display control means can execute control to display at least a part of the advertisement information in a manner that enables comparison between the operator and its competitor.

[0150] That is, at least a part of the advertisement information is displayed in a manner that enables comparison between the operator and its competitor. Specifically, for example, in the above-described embodiment, at least a part of the advertisement information is displayed on the operator terminal 2 in a manner that enables comparison between the operator U and its competitor. Thereby, it is possible to visualize the competitive situation itself on the dashboard, which could not be achieved by existing technologies. For example, the competitive situation can be filtered, scored according to a predetermined logic, and then displayed. As a result, the convenience for the operation business practitioners is further improved, so that the operation of web advertisements can be made more efficient.

[0151] Further, the display control means can execute control to display at least a part of the advertisement information in units of a predetermined granularity (for example, media unit, category unit, campaign unit, etc.).

[0152] That is, at least a part of the advertisement information is displayed in units of a predetermined granularity. Specifically, for example, in the above-described embodiment, at least a part of the advertisement information is displayed on the operator terminal 2 in units of media, category, or campaign. As a result, the convenience for the operation business practitioners is further improved, so that the operation of web advertisements can be made more efficient.

[0153] Further, the unit can include a creative unit.

[0154] That is, the unit indicating a predetermined granularity includes a creative unit. This enables the dashboarding of the achievements for each creative, which was not achievable with existing technologies, across all Web advertising media. For example, it is also possible to filter the achievements of the creative unit, score them according to a predetermined logic, and display them. As a result, the convenience for the operation staff is further improved, and thus the operation of Web advertising can be made more efficient.

[0155] Also, the display control means can execute control to further display a calendar for setting the period for which the business information and advertising information are targeted at a predetermined position.

[0156] That is, a calendar for setting the period for which the business information and advertising information are targeted is displayed at a predetermined position. This enables, for example, an operation to select a monthly calendar when wanting to grasp the overall situation and a daily calendar when wanting to check the details. This makes it possible to flexibly change the UI (user interface) according to the operation, which was not achievable with existing technologies. As a result, the convenience for the operation staff is further improved, and thus the operation of Web advertising can be made more efficient.

[0157] Also, the information processing apparatus to which the present invention is applied is an information processing apparatus (for example, server 1 in FIG. 4) that supports the operation of Web advertising of a business operator (for example, business operator U in FIG. 1), a display control means (for example, display control unit 103 in FIG. 4) that executes control to display a table (for example, measure log L in FIG. 16) composed of a plurality of cells (for example, cell C in FIG. 16) for inputting each of the information of a plurality of items regarding the measures for the Web advertising among the information regarding the business of the business operator on a predetermined terminal (for example, business operator terminal 2 in FIG. 4), First reception means (for example, the input reception unit 171 in FIG. 4) that receives information input from the predetermined terminal in units of the cells The display control means further executes control to display the information received by the first reception means in the cell that is the target of the input

[0158] That is, in an information processing apparatus that supports the operation of a business operator's web advertisement, a table composed of a plurality of cells for inputting each piece of information regarding measures for web advertisement among the information regarding the business of the business operator is displayed. Also, information input by a predetermined terminal is received in units of the cells. Then, the received information is displayed in the cell that is the target of the input Specifically, for example, in the above-described embodiment, the server 1 causes the business operator terminal 2 to display the measure log L. Also, information input by the business operator terminal 2 is received in units of a plurality of cells C that make up the measure log L. Then, the information for which the input has been received is displayed in the cell C that is the target of the input As a result, direct input to and editing of the cell C of the cloud spreadsheet software rather than form input, which could not be realized by existing technologies, for example, become possible As a result, the convenience of the operation executor is improved, so that the efficiency of the operation of the web advertisement can be achieved

[0159] Furthermore, it further includes second reception means (for example, the ULDL reception unit 172 in FIG. 4) that receives the upload or download of a predetermined file (for example, the file F in FIG. 16) from the predetermined terminal in units of the cells The display control means can execute control to display a symbol (for example, the symbol Y in FIG. 16) indicating the file for which the upload or the download has been received by the second reception means in the target cell

[0160] That is, uploading or downloading of a predetermined file by a predetermined terminal is accepted in units of a plurality of cells for inputting information on a plurality of items regarding measures for web advertisements. Then, a symbol indicating the file for which uploading or downloading has been accepted is displayed in the targeted cell. Specifically, for example, in the above-described embodiment, the server 1 accepts uploading or downloading of the file F by the business operator terminal 2 in units of the cell C. Then, the symbol Y indicating the file F for which uploading or downloading has been accepted is displayed in the targeted cell C. This facilitates the operation of uploading or downloading a specific file to / from the cell C. As a result, the convenience of the operation business executor is improved, so that the efficiency of the web advertisement operation business can be enhanced.

[0161] Further, the plurality of items can include at least a measure purpose, a measure content, and a measure result.

[0162] That is, the plurality of items regarding measures for web advertisements can include status, execution period, medium, implementation background, purpose, measure content, verification period, result, findings, next action, and reference file. Thereby, items specialized for advertisement operation measures can be displayed. As a result, the convenience of the operation business executor is further improved, so that further efficiency of the web advertisement operation business can be achieved.

[0163] Further, the display control means can execute control to extract and display only information targeted for a predetermined period among the information for which input has been accepted by the first reception means.

[0164] That is, among the information for which input has been accepted, only information targeted for a predetermined period can be extracted and displayed. As a result, for example, medium-term results of a business operator's web advertisement can be automatically extracted. As a result, the convenience for operation business operators is further improved, and further efficiency improvement of web advertisement operation business can be achieved.

[0165] In addition, for each of the one or more measures, execution means for executing result calculation of at least a part of the plurality of items can be further provided.

[0166] In addition, the information processing apparatus to which the present invention is applied In an information processing apparatus (for example, server 1 in FIG. 4) that supports operation business related to a web advertisement of a business operator (for example, business operator U in FIG. 1), Regarding the information related to the web advertisement of the business operator as advertisement information, a simulation regarding the advertisement information in a future predetermined period is executed in units of a predetermined granularity including at least a campaign unit based on the budget for the predetermined period and the performance in the most recent period of the predetermined period. Simulation execution means (for example, simulation unit 104 in FIG. 4), Based on the result of the execution of the simulation, allocation adjustment means for adjusting the allocation of the budget for the predetermined period in units of a predetermined granularity including at least the campaign unit (for example, the allocation adjustment function realized in the business operator terminal 2 by the display control of the display control unit 103 in FIG. 4), can be provided. Here, the simulation execution means Regarding the performance in the most recent period of the predetermined period, it corrects by redistributing the budget based on a predetermined algorithm, Based on the corrected performance and the budget for the predetermined period, the simulation can be executed. In addition, routine measure execution means for executing a routine measure capable of fixing rules can also be further provided. As a result, measures that cannot be executed by the AI of web advertising media but have a high contribution to performance are automated, eliminating human attributes. As a result, speed and accuracy are dramatically improved compared to manual execution.

Description of Signs

[0167] 1... Server, 2... Operator Terminal, 3... Media-Side Server, 11... CPU, 12... ROM, 13... RAM, 14... Bus, 15... Input / Output Interface, 16... Input Unit, 17... Output Unit, 18... Storage Unit, 19... Communication Unit, 20... Drive, 40... Removable Media, 101... Acquisition Unit, 102... Management Unit, 103... Display Control Unit, 104... Simulation Unit, 105... Judgment Unit, 106... Identification Unit, 107... Reception Unit, 171... Input Reception Unit, 172... ULDL Reception Unit, 181... Operator DB, NW... Network, U... Operator, Y... Symbol, F... File, B... Button, R... Calendar

Claims

1. In an information processing apparatus that supports the operation of a business operator's Web advertisement, simulation execution means for performing a simulation of the advertisement information regarding the Web advertisement of the business operator as advertisement information based on a budget for a predetermined future period and performance in the most recent period of the predetermined period, in units of a predetermined granularity among a plurality of prepared granularities including at least a campaign unit; allocation adjustment means for adjusting the allocation of the budget for the predetermined period in units of the predetermined granularity based on the result of the execution of the simulation; dashboard service providing means for connecting all data; An information processing apparatus comprising the above.

2. The dashboard service providing means manages and displays the advertisement information in a unified manner, and can acquire and display information even from tools that cannot be linked by API, has a function of automatically determining abnormal values from the advertisement information, The information processing apparatus according to Claim 1.

3. In an information processing method executed by an information processing apparatus that supports the operation of a business operator's Web advertisement, a simulation execution step of performing a simulation of the advertisement information regarding the Web advertisement of the business operator as advertisement information based on a budget for a predetermined future period and performance in the most recent period of the predetermined period, in units of a predetermined granularity among a plurality of prepared granularities including at least a campaign unit; an allocation adjustment step of adjusting the allocation of the budget for the predetermined period in units of the predetermined granularity based on the result of the execution of the simulation; a dashboard service providing step of connecting all data; An information processing method including the above.

4. On a computer that supports the operation of a business operator's Web advertisement, a simulation execution step of performing a simulation of the advertisement information regarding the Web advertisement of the business operator as advertisement information based on a budget for a predetermined future period and performance in the most recent period of the predetermined period, in units of a predetermined granularity among a plurality of prepared granularities including at least a campaign unit; an allocation adjustment step of adjusting the allocation of the budget for the predetermined period in units of the predetermined granularity based on the result of the execution of the simulation; A dashboard service providing step for concatenating all data, and A program for executing control processing including

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