Information processing device, information processing method, and information processing program

Abstract

To efficiently support marketing activities. [Solution] The information processing device according to the present invention comprises an acquisition unit, an estimation unit, and a provision unit. The acquisition unit acquires the user's behavioral history up to the point of purchasing a purchase item. Based on the behavioral history acquired by the acquisition unit, the estimation unit estimates the timing at which the user will purchase other purchase items during the process of other purchase items becoming popular. Based on the purchase timing estimated by the estimation unit, the provision unit provides information regarding the popularity of other purchase items.

Description

Technical Field

[0001] The present invention relates to an information processing apparatus, an information processing method, and an information processing program.

Background Art

[0002] Conventionally, various marketing activity methods have been actively studied. For example, Patent Document 1 proposes a technique for delivering an advertisement to a user based on the tendency from when the user shows interest in a product to when they make a purchase (see, 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, in the prior art, there has been room for improvement in efficiently supporting marketing activities.

[0005] The present invention has been made in view of the above, and an object thereof is to provide an information processing apparatus, an information processing method, and an information processing program capable of efficiently supporting marketing activities.

Means for Solving the Problems

[0006] In order to solve the above-described problems and achieve the object, the information processing apparatus according to the present invention includes an acquisition unit, an estimation unit, and a provision unit. The acquisition unit acquires the behavior history of a user until they purchase a purchase target. The estimation unit estimates the purchase timing at which the user purchases another purchase target during the process of the spread of other purchase targets based on the behavior history acquired by the acquisition unit. The provision unit provides information regarding the spread of other purchase targets based on the purchase timing estimated by the estimation unit. [Effects of the Invention]

[0007] According to the present invention, marketing activities can be efficiently supported. [Brief explanation of the drawing]

[0008] [Figure 1] Figure 1 shows an example of an information processing system according to an embodiment. [Figure 2] Figure 2 shows an example of information processing according to the present invention. [Figure 3] Figure 3 is a block diagram showing an example configuration of an information processing apparatus according to the embodiment. [Figure 4] Figure 4 shows an example of information stored in the user information storage unit according to the embodiment. [Figure 5] Figure 5 is a flowchart showing an example of the processing flow of the learning process according to the embodiment. [Figure 6] Figure 6 is a flowchart showing an example of the processing flow of the provision process according to the embodiment. [Figure 7] Figure 7 is a hardware configuration diagram showing an example of a computer that implements the functions of the information processing device according to the embodiment. [Modes for carrying out the invention]

[0009] The following describes in detail, with reference to the drawings, the embodiments for implementing the information processing device, information processing method, and information processing program relating to this application (hereinafter referred to as "embodiments"). However, these embodiments do not limit the information processing device, information processing method, and information processing program relating to this application.

[0010] [1. Information Processing Systems] First, an overview of the information processing system and information processing according to the embodiment will be described using Figures 1 and 2. Figure 1 is a diagram showing an example of the information processing system according to the embodiment. Figure 2 is a diagram showing an example of information processing according to the embodiment.

[0011] As shown in Figure 1, the information processing system S according to this embodiment includes an information processing device 1 and a service provision device 100. The information processing device 1 and the service provision device 100 are devices that provide individual services to each user through a user terminal 50.

[0012] In this embodiment, the information processing device 1 and the service provision device 100 aggregate user information they each possess and then provide high value-added services to the user.

[0013] In this disclosure, the information processing system S analyzes the user behavior history of each service and provides a service that supports companies' marketing activities. Specifically, the information processing system S extracts prospective users from the early adopter segment (corresponding to early purchasers) from among the users of each service and provides information on the extracted users to each company.

[0014] For example, each company can efficiently promote its products by targeting users who fall into the early adopter segment in its advertising. In other words, by visualizing the early adopter segment in the information processing system S, each company can conduct various marketing activities starting from the early adopter segment.

[0015] In this way, the information processing system S helps each company to approach the early adopter segment, making it easier for them to develop their target markets. In other words, the information processing system S can efficiently support marketing activities.

[0016] Next, with reference to FIG. 2, the outline of the information processing according to the embodiment will be described. The information processing apparatus 1 extracts early adapter layers using the learning model shown in FIG. 2. As shown in FIG. 2, the learning model is a model that learns the features of the early adapter layer based on learning data including the purchase history, search history, viewing history, etc. of each early adapter layer.

[0017] When the behavior history including the purchase history, search history, and viewing history of each user is input to such a learning model, the learning model estimates whether the user is an early adapter layer based on the input behavior history.

[0018] Note that the purchase history includes, for example, the purchase history of an e-commerce street and the settlement history of electronic money settlement. Also, the search history includes the search history in a search service, and the viewing history includes the viewing history of content on news sites, video sites, and various SNSs.

[0019] Note that the behavior history is not limited to the above examples, and may include, for example, the reservation history of various reservation sites, the posting history to SNSs, the number of impressions for each post, information on users being followed and users being followed in SNSs, etc.

[0020] In this way, the information processing according to the embodiment can appropriately extract users who are early adapter layers by learning the features of the behavior history of users who are early adapter layers.

[0021] 〔2. Configuration Example of Information Processing Apparatus〕 Next, with reference to FIG. 3, a configuration example of the information processing apparatus 1 will be described. FIG. 3 is a block diagram showing a configuration example of the information processing apparatus 1 according to the embodiment. As shown in FIG. 3, the information processing apparatus 1 includes a communication unit 2, a storage unit 3, and a control unit 4.

[0022] The communication unit 2 is implemented, for example, by a NIC (Network Interface Card). The communication unit 2 transmits and receives information with external devices via various wireless communication networks such as 4G (Generation), 5G, LTE (Long Term Evolution), WiFi (registered trademark), or wireless LAN (Local Area Network), or various wired communication networks.

[0023] The storage unit 3 is implemented by, for example, semiconductor memory elements such as RAM and flash memory, or storage devices such as hard disks and optical discs. The storage unit 3 also includes a user information storage unit 31 and a model storage unit 32.

[0024] The user information storage unit 31 stores user information. User information is information about users who use each service provision device 100. Figure 4 is a diagram showing an example of the information stored in the user information storage unit 31 according to this embodiment.

[0025] As shown in Figure 4, the user information storage unit 31 stores information for items such as "User ID," "Registration Information," and "Activity History" in association with each other. The "User ID" item stores an identifier for identifying each user. Note that a common ID may be used for all services, or a different ID may be used for each service. For example, if a different ID is used for each service, the "User ID" item stores an identifier for identifying each service and a different ID for each service in association with each service.

[0026] "Registration information" refers to information registered in the information processing system S by a user identified by a corresponding user ID. For example, registration information includes demographic attributes such as name and age, and psychographic attributes related to hobbies and preferences.

[0027] The "Activity History" field stores information about the user's activity history for each service, identified by the corresponding user ID. For example, the "Activity History" field stores information about the services used, actions taken, and times in chronological order.

[0028] Returning to the explanation of Figure 3, let's describe the model storage unit 32. The model storage unit 32 stores the model. As mentioned above, the model is one that has learned the characteristics of the behavioral history of users, who are early adopters.

[0029] In this disclosure, the model storage unit 32 stores multiple learning models. For example, the learning models are models that have been trained for each category of products to be sold. Specifically, for example, a learning model for the cosmetics category and a learning model for the golf clubs category are trained as separate models. The categories may be determined by an administrator, or they may be determined by machine learning such as random forest.

[0030] Next, the control unit 4 will be described. The control unit 4 is, for example, a controller, and is realized by the execution of various programs stored in the memory device inside the information processing device 1 using RAM as the working area by the CPU (Central Processing Unit) or MPU (Micro Processing Unit), etc.

[0031] As shown in Figure 3, the control unit 4 includes an acquisition unit 41, a learning unit 42, an estimation unit 43, and a provision unit 44. The acquisition unit 41 acquires the user's activity history for each service. For example, the acquisition unit 41 acquires the usage history of the services provided by each service provider 100 as the user's activity history from each service provider 100 and registers it in the user information storage unit 31.

[0032] The learning unit 42 trains a learning model based on the behavioral history of each user. First, the learning unit 42 identifies users who were early adopters based on their past purchase history and extracts the behavioral history of these early adopters as training data. In this case, the learning unit 42 may classify the purchased items into multiple categories and extract training data for each category.

[0033] Next, the learning unit 42 uses the extracted training data to train the learning model. For example, the learning unit 42 uses the series of behavioral history of early adopters from the time they become aware of a product to the time they make a purchase as training data.

[0034] Based on the behavioral history acquired by the acquisition unit 41, the estimation unit 43 estimates the timing at which a user will purchase other products as those products become more widespread. For example, the estimation unit 43 estimates whether the user's purchase timing falls within the early adopter segment.

[0035] Specifically, the estimation unit 43 inputs information about each user's behavioral history and the target products for which purchase timing is to be estimated into the learning model. At this time, the learning model estimates whether the input user's behavioral history corresponds to the characteristics of the behavioral history of early adopter users, and outputs the estimation result.

[0036] The estimation unit 43 estimates whether a user's purchase timing falls within the early adopter segment based on the output of the learning model. For example, the estimation unit 43 performs the same process for each user to extract users who belong to the early adopter segment and passes information about the extracted users to the provision unit 44.

[0037] In this case, the estimation unit 43 may, for example, estimate the timing of purchase for each category of product to be purchased. Furthermore, the categories of product to be purchased may be classified by, for example, product specifications or color.

[0038] The provisioning unit 44 provides information on the spread of other target products based on the purchase timing estimated by the estimation unit 43. Specifically, the provisioning unit 44 provides the client company with information on users who belong to the early adopter segment.

[0039] This allows companies to approach users who fall into the early adopter segment, thereby effectively supporting their marketing activities. Furthermore, the information processing system S may also undertake advertising targeting users in the early adopter segment on behalf of each company.

[0040] For example, in such a case, each service provider 100 can deliver company advertisements targeting users who belong to the early adopter segment. The provisioning unit 44 may also extract users with high diffusion power from among the users who belong to the early adopter segment and provide information about the extracted users.

[0041] For example, virality is determined by factors such as the number of followers on social media, with users having more followers on social media having higher virality. The provisioning unit 44 extracts users whose virality exceeds a threshold from among users who belong to the early adopter group and provides information about the extracted users. This allows companies, for example, to approach such users with advertisements.

[0042] [3. Processing Flow] Next, the processing flow of the information processing according to the embodiment will be described using Figures 5 and 6. Figure 5 is a flowchart showing an example of the processing flow of the learning process according to the embodiment. Figure 6 is a flowchart showing an example of the processing flow of the provisioning process according to the embodiment.

[0043] As shown in Figure 5, in the learning process, first, the information processing device 1 acquires the behavioral history of the early adopters (step S101). Next, the information processing device 1 performs learning using the behavioral history of the early adopters as learning data (step S102), and then terminates the learning process.

[0044] Furthermore, as shown in Figure 6, in the provisioning process, the information processing device 1 first inputs the target purchase and the user's behavioral history into the learning model (step S111). Subsequently, the information processing device 1 determines whether the user is an early buyer or not based on the output of the learning model (step S112).

[0045] If the information processing device 1 determines that the user is an early buyer (step S112; Yes), it adds the user to the early buyer group (step S113). If the information processing device 1 determines that the user is not an early buyer (step S112; No), it omits the process in step S113.

[0046] Next, the information processing device 1 determines whether estimation has been completed for all users (step S114). If it determines that estimation has been completed for all users (step S114; Yes), it provides information on the early purchaser segment (step S115) and terminates the process. If, in the determination in step S114, it determines that estimation has not been completed for all users (step S114; No), the information processing device 1 returns to the process in step S111.

[0047] [4. Variations] By the way, in the embodiment described above, we explained the process of estimating whether or not a user belongs to the early buyer segment, but the estimation target is not limited to the early buyer segment. For example, it may be possible to estimate whether or not a user belongs to other segments classified by innovator theory (innovators, early majority, late majority, etc.).

[0048] [5. Effects] The information processing device 1 according to this embodiment includes an acquisition unit 41 that acquires the user's behavioral history up to the point of purchasing a purchase item, an estimation unit 43 that estimates the timing of when the user will purchase other purchase items in the process of other purchase items becoming popular, based on the behavioral history acquired by the acquisition unit 41, and a provision unit 44 that provides information regarding the popularity of other purchase items based on the purchase timing estimated by the estimation unit 43.

[0049] Furthermore, the acquisition unit 41 acquires behavioral history from multiple services used by the user. In addition, the acquisition unit 41 acquires purchase history of the purchased items, search history related to the purchased items, and viewing history of content related to the purchased items as behavioral history.

[0050] Furthermore, the estimation unit 43 estimates the timing of purchases of other purchase items based on the user's behavioral history regarding other purchase items, from the user's behavioral history regarding other purchase items, based on the user's behavioral history from the time the user becomes aware of a purchase item until they make a purchase.

[0051] Furthermore, the estimation unit 43 classifies the purchase targets by category and estimates the user's purchase timing according to the categories of other purchase targets. In addition, the estimation unit 43 estimates whether the user is an early buyer or not during the process of other purchase targets becoming widespread, and the provision unit 44 provides information about the user who is estimated to be an early buyer.

[0052] By any or a combination of the above-described processes, the information processing device according to this application can efficiently support marketing activities.

[0053] [6. Hardware Configuration] Furthermore, the information processing device 1 according to the above embodiment is realized by a computer 1000 having a configuration such as that shown in Figure 7. Figure 7 is a hardware configuration diagram showing an example of a computer that realizes the functions of the information processing device 1 according to the embodiment. The computer 1000 has a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

[0054] The CPU 1100 operates based on programs stored in the ROM 1300 or HDD 1400, controlling various components. The ROM 1300 stores boot programs executed by the CPU 1100 when the computer 1000 starts up, as well as programs that depend on the computer 1000's hardware.

[0055] The HDD1400 stores programs executed by the CPU1100, as well as data used by such programs. The communication interface1500 receives data from other devices via the network (communication network) N and sends it to the CPU1100, and transmits data generated by the CPU1100 to other devices via the network N.

[0056] The CPU 1100 controls output devices such as displays and printers, and input devices such as keyboards and mice (in Figure 7, output devices and input devices are collectively referred to as "input / output devices") via the input / output interface 1600. The CPU 1100 acquires data from input devices via the input / output interface 1600. The CPU 1100 also outputs the generated data to output devices via the input / output interface 1600.

[0057] The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads the program from the recording medium 1800 onto the RAM 1200 via the media interface 1700 and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase Change Rewritable Disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory.

[0058] For example, when computer 1000 functions as an information processing device 1 according to the embodiment, the CPU 1100 of computer 1000 realizes the functions of control unit 4 by executing programs loaded on RAM 1200. The CPU 1100 of computer 1000 reads and executes these programs from recording medium 1800, but as another example, these programs may be obtained from other devices via network N.

[0059] Although some embodiments of the present invention have been described in detail above with reference to the drawings, these are illustrative examples, and the present invention can be implemented in various other forms with modifications and improvements based on the knowledge of those skilled in the art, starting with the embodiments described in the disclosure section of the invention.

[0060] [7. Other] Furthermore, among the processes described in the above embodiments and modifications, all or part of the processes described as being performed automatically can be performed manually, or all or part of the processes described as being performed manually can be performed automatically by known methods. In addition, the processing procedures, specific names, and information including various data and parameters shown in the above document and drawings can be changed at will unless otherwise specified. For example, the various information shown in each figure is not limited to the information shown.

[0061] Furthermore, the components of each illustrated device are functionally conceptual and do not necessarily need to be physically configured as shown. In other words, the specific forms of distribution and integration of each device are not limited to those shown, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads and usage conditions.

[0062] Furthermore, the embodiments and modifications described above can be combined as appropriate, provided that the processing content is not inconsistent.

[0063] Furthermore, the terms "section, module, unit" mentioned above can be replaced with "means" or "circuit," etc. For example, the acquisition unit can be replaced with acquisition means or acquisition circuit. [Explanation of Symbols]

[0064] 1. Information Processing Device 2 Communications Department 3 Storage section 4. Control Unit 31 User information storage unit 32 Model Memory Unit 41 Acquisition Department 42 Learning Department 43 Estimation part 44 Providing Department 50 User Terminals 100 Service provision device S Information Processing System

Claims

1. An acquisition unit that acquires the user's behavioral history up to the point of purchasing the item, Based on the behavioral history acquired by the acquisition unit, an estimation unit estimates the timing at which the user will purchase other purchase items as those other purchase items become more widespread. Based on the purchase timing estimated by the estimation unit, a providing unit provides information regarding the dissemination of other purchase targets. An information processing device characterized by comprising:

2. The acquisition unit is, Obtaining the user's activity history from multiple services used by the user. The information processing apparatus according to claim 1, characterized by the following:

3. The acquisition unit is, The purchase history of the aforementioned purchase target, the search history related to the aforementioned purchase target, and the viewing history of content related to the aforementioned purchase target are acquired as the behavioral history. The information processing apparatus according to claim 2, characterized in that

4. The estimation unit, Based on the user's behavioral history from the time they become aware of the purchase item until they make a purchase, the timing of the purchase of other purchase items is estimated from the user's behavioral history regarding other purchase items. The information processing apparatus according to claim 1, characterized by the following:

5. The estimation unit, The purchase targets are classified into categories, and the timing of the user's purchase is estimated according to the categories of the other purchase targets. The information processing apparatus according to claim 1, characterized by the following:

6. The estimation unit, In the process of the spread of the aforementioned other purchase targets, it is estimated whether the user is an early buyer or not. The aforementioned supply unit is, To provide information about the user who is estimated to be in the early purchase segment. The information processing apparatus according to claim 1, characterized by the following:

7. A method of information processing performed by a computer, The acquisition process involves obtaining the user's behavioral history up to the point of purchase, Based on the behavioral history acquired in the acquisition step, an estimation step is made to estimate the timing of purchases by the user when other purchase targets become popular. Based on the purchase timing estimated by the estimation step, a provision step provides information regarding the dissemination of other purchase targets. An information processing method characterized by including

8. Procedure for obtaining the user's behavioral history up to the point of purchase, Based on the behavioral history obtained by the acquisition procedure, an estimation procedure is provided to estimate the timing of purchase when the user purchases other purchase items during the process of those other purchase items becoming popular. A provision procedure that provides information on the dissemination of other purchase targets based on the purchase timing estimated by the estimation procedure, An information processing program characterized by causing a computer to execute it.

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