Server, advertising effectiveness measurement method, and program

Abstract

To provide a server, advertising effectiveness measurement method, and program that can accurately measure the advertising effectiveness that demonstrates the contribution of affiliate site advertisements to purchasing behavior. [Solution] The management server 1 manages to display the purchase sites of multiple advertisers on the user terminal 2, and includes a display processing unit 31 that displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers to the user terminal 2 accessed based on a URL that leads to the advertiser's sales site on the affiliate site, a form processing unit 32 that displays an input form on the user terminal 2 for inputting purchase information to purchase a product or service entered on the purchase site and acquires the purchase information, and a measurement unit 33 that can measure the advertising effect linked to the purchase action from the purchase site based on the purchase information acquired by the form processing unit 32 without communicating with an external server.

Description

Technical Field

[0001] The present invention relates to a server, an advertising effect measurement method, and a program.

Background Art

[0002] Conventionally, in the advertising of Internet media, a technique for measuring the advertising effect of an affiliate system that guides users is known. In the affiliate system, when a user opens a web page with a web browser, a cookie (first-party cookie) of the web page is stored on the user side, and a third-party cookie (third-party cookie) such as an advertisement in the web page is stored on the user side. There is a method for measuring the advertising effect by using this mechanism. Here, for example, "conversion measurement" means measuring how much a user who has seen an advertisement has acted on a target (for example, product purchase or membership registration) set by an advertiser.

[0003] However, the storage of third-party cookies is hardly noticed by users, and there is a tendency to regulate such a mechanism in web browsers from the perspective of privacy. However, when third-party cookies are blocked, the cookies issued at the time of an ad click cannot be read at the time of conversion, so the click-through conversion (CV) value may be underestimated. Therefore, for example, Patent Document 1 describes a technique for measuring the advertising effect in consideration of this type of privacy.

[0004] Patent Document 1 relates to a technology for verifying the effectiveness of advertising in relation to the provision of affiliate services, by identifying users who are guided through advertising displayed in the media and understanding the results such as contracts. Patent Document 1 describes an advertising management system comprising: a terminal device connected to a second site through an advertisement display posted on a first site; a first server that acquires at least identification information and progress information from the terminal device connected to the second site and transmits this information to a second server; and a second server that stores the identification information and progress information in a storage unit, generates user identification information, transmits it to the first server, and assigns it to the terminal device. In the advertising management system of Patent Document 1, the first server acquires identification information when the terminal device satisfies set conditions and transmits it to the second server, the second server compares the identification information with the identification information stored in the storage unit, and stores the result information in the storage unit if the user identification information matches. [Prior art documents] [Patent Documents]

[0005] [Patent Document 1] Patent No. 6937952 [Overview of the project] [Problems that the invention aims to solve]

[0006] While conventional technology allows for measuring advertising effectiveness without using third-party cookies, the fact that the advertiser's server for selling products and the server for measuring advertising effectiveness (conversions) are separate sometimes leads to measurement omissions. There was room for improvement in conventional technology in terms of eliminating measurement omissions and improving the accuracy of advertising effectiveness measurement.

[0007] The present invention aims to provide a server, an advertising effectiveness measurement method, and a program that can accurately measure the advertising effectiveness that demonstrates the contribution of affiliate site advertisements to purchasing behavior. [Means for solving the problem]

[0008] To achieve the above objective, one aspect of the present invention is a server comprising: a display processing unit that manages to display the purchase sites of multiple advertisers on a user terminal, and displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers on the user terminal accessed based on a URL that directs the user terminal to the advertiser's sales site on the affiliate site; a form processing unit that displays an input form on the user terminal for inputting purchase information for purchasing a product or service entered on the purchase site and acquires the purchase information; and a measurement unit that can measure the advertising effect linked to purchase behavior from the purchase site based on the purchase information acquired by the form processing unit without communicating with an external server.

[0009] Furthermore, one aspect of the present invention is an advertising effectiveness measurement method to be executed by a computer, comprising: a display step of managing the purchase sites of multiple advertisers so that they can be displayed on a user terminal, and displaying the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers to the user terminal accessed based on a URL that leads to the advertiser's sales site on the affiliate site; a form processing step of displaying an input form on the user terminal for inputting purchase information for purchasing a product or service entered on the purchase site and acquiring the purchase information; and a measurement step of being able to measure the advertising effect linked to the purchase behavior from the purchase site based on the purchase information acquired by the form processing step without communicating with an external server.

[0010] Furthermore, one aspect of the present invention is a program that causes a computer to execute the following steps: managing the purchase sites of multiple advertisers so that they can be displayed on a user terminal; displaying the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers to the user terminal accessed based on a URL that directs the user terminal to the advertiser's sales site on the affiliate site; displaying an input form on the user terminal for inputting purchase information to purchase a product or service entered on the purchase site and acquiring the purchase information; and measuring the advertising effect linked to the purchase behavior from the purchase site, based on the purchase information acquired by the form processing step, without communicating with an external server. [Effects of the Invention]

[0011] According to the present invention, it is possible to provide a server, an advertising effectiveness measurement method, and a program that can accurately measure the advertising effect that demonstrates the contribution of affiliate site advertisements to purchasing behavior. [Brief explanation of the drawing]

[0012] [Figure 1] This is a schematic diagram showing the configuration of a web service system to which a management server according to one embodiment of the present invention is applied. [Figure 2] This is a functional block diagram showing an example of the hardware configuration of the management server. [Figure 3] This is a functional block diagram showing an example of the functional configuration of the management server. [Figure 4] This is a schematic diagram illustrating the measurement process for measuring conversion information performed on the management server. [Figure 5] This diagram illustrates an example of classification using clustering in the analysis processing unit. [Figure 6] This figure shows an example of a dashboard screen displayed on an advertiser's device. [Figure 7] This flowchart shows an example of the advertising effectiveness measurement process performed by the management server. [Modes for carrying out the invention]

[0013] <Overall Structure> One embodiment of the present invention will be described below with reference to the drawings.

[0014] Figure 1 is a schematic diagram showing the configuration of a web service system 100 to which a management server 1 according to one embodiment of the present invention is applied. First, the overall configuration of the web service system 100 will be described.

[0015] The web service system 100 provides an affiliate system that manages performance-based advertising using a predetermined communication network such as the internet. In the affiliate system, based on requests from advertisers who sell products or services, affiliates place advertisements in the form of ad banners, etc., on media sites, etc., where they provide their own content. Hereinafter, the website that places the advertisement will be referred to as the affiliate site. When a user selects an ad banner on the affiliate site by clicking or touching it, they are directed to the sales site where the product or service is sold. The number of times a user who has been directed to the purchase site of the web service page takes an action that leads to the purchase of a product or service is measured, and the advertiser pays a commission to the affiliate according to that number. An action that leads to a purchase may be the number of times the product or service is actually purchased, or the number of times the product or service is reserved.

[0016] The web service system 100 is implemented by a management server 1 that communicates with each of the user terminals 2, the ASP (Application Service Provider) 3, and the advertiser terminal 4 via a communication network such as the Internet.

[0017] The management server 1 manages a purchase site that displays a purchase site for products and services to the user terminal 2 induced from the affiliate site and exchanges necessary information for purchase with the user. The management server 1 can manage purchase sites for a plurality of advertisers, such as advertiser 01 and advertiser 02, simultaneously and in parallel. The management server 1 of the present embodiment displays the landing page of the purchase site, dialogs such as form input, and the thanks page for each advertiser's purchase site.

[0018] The user terminal 2 is a computer used by a user who browses or purchases products and services. The user terminal 2 is composed of a smartphone, a tablet, a personal computer, etc. The user terminal 2 may exchange various information with the management server 1 through a web browser, or may exchange various information through a pre-installed application program.

[0019] Here, a communication example between the user terminal 2 and the management server 1 will be described. When the user clicks on the advertisement banner of advertiser 01 on the affiliate site through the user terminal 2, a page request is sent to the management server 1. The management server 1 cooperates with the management server system data 5, which is a database where various information is managed for each advertiser, and returns the HTML corresponding to advertiser 01 to the user terminal 2. The user terminal 2 that has received the HTML sends a JavaScript (registered trademark) request to the management server 1. The management server 1 returns JavaScript in response to the JavaScript request from the user terminal 2. Through this series of processes, the landing page of advertiser 01 is displayed on the web browser of the user terminal 2.

[0020] When a user indicates their intention to purchase a product on the purchase site, user terminal 2 executes a process to retrieve the input form scenario from management server 1. The scenario, in this context, refers to data related to the input form. Management server 1 then executes a process to return the scenario to user terminal 2. Upon receiving the scenario, user terminal 2 sends event tracking information to management server 1 and also performs a form submission and conversion to management server 1, including the input fields entered through the input form. Through this series of processes, the input fields entered by the user through the input form are sent to management server 1.

[0021] Next, let's explain ASP3. ASP3 stores information about affiliates corresponding to advertisers. When a product or service is purchased through user terminal 2, management server 1 sends CV (Conversion) data to ASP60 as a kickback. Upon receiving the CV data, ASP3 identifies the affiliate who contributed to the product purchase from among the registered affiliates and executes a process to pay the commission.

[0022] Next, the advertiser terminal 4 will be described. The advertiser terminal 4 is a computer used by the advertiser's representative or other personnel who place advertisements. The advertiser can use the advertiser terminal 4 to access the CRM (Customer Relationship Management) 6, which is the advertiser's database for managing sales information, and to check sales information. The CRM 6 retrieves and manages information such as input forms entered by users from the management server 1, and can also manage information on the provision of real-world services after conversion on the purchase site. The CRM 6 may be a database managed by the advertiser, or it may be provided as a service provided by the web service system 100.

[0023] Furthermore, the advertiser terminal 4 in this embodiment is provided with a dashboard by the management server 1 for managing customer classification information and sales-related information over the network. Advertisers can access the management server 1 using the advertiser terminal 4 and check information regarding advertising effectiveness from the dashboard screen provided by the management server 1.

[0024] Furthermore, the management server 1 provides the advertiser terminal 4 with a dashboard creation module. The advertiser can customize the dashboard screen displayed on the advertiser terminal 4 using the dashboard creation module. In this way, the advertiser terminal 4 can provide the advertiser with information such as which users viewed the purchase site through the advertising banner and which ultimately made a purchase, based on the information provided by the management server 1.

[0025] <Hardware Configuration> Next, we will describe an example of the hardware configuration of each computer that makes up the web service system 100.

[0026] Figure 2 is a block diagram showing the hardware configuration of the management server 1. The management server 1 is a computer comprising a CPU (Central Processing Unit) 11, ROM (Read Only Memory) 12, RAM (Random Access Memory) 13, a bus 14, an input / output interface 15, an output unit 16, an input unit 17, a storage unit 18, a communication unit 19, and a drive 20.

[0027] The CPU 11 is a processor that executes various processes according to the program stored in the ROM 12 or the program loaded from the storage unit 18 into the RAM 13. The RAM 13 also stores data necessary for the CPU 11 to execute various processes. 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.

[0028] The input / output interface 15 is connected to an output unit 16, an input unit 17, a storage unit 18, a communication unit 19, and a drive 20. The output unit 16 consists of a display, speakers, etc., and outputs various information as images and sounds. The input unit 17 consists of a keyboard, mouse, touch panel display, etc., and inputs various information.

[0029] The storage unit 18 consists of a hard disk, DRAM (Dynamic Random Access Memory), etc., and stores various types of data. The communication unit 19 communicates with other devices via a network, including the Internet.

[0030] The drive 20 is appropriately equipped with removable media 21, which may consist of a magnetic disk, optical disk, magneto-optical disk, or semiconductor memory. Programs read from the removable media 21 by the drive 20 are installed in the storage unit 18 as needed. The removable media 21 can also store various types of data stored in the storage unit 18, just like the storage unit 18.

[0031] The above describes an example of the hardware configuration of the management server 1. The ASP3 and advertiser terminal 4 shown in Figure 1 can also be implemented using computers with a similar hardware configuration to that shown in Figure 2. Similarly, the user terminal 2 can also be implemented using computers with a similar hardware configuration to that shown in Figure 2. Note that the hardware configuration described as an example of the management server 1 is merely one example. The computers described in this embodiment, including the management server 1, may have the same configuration as the one in Figure 2, or they may have a different configuration. Furthermore, the computers may consist of two or more computers, or they may be virtually implemented on a communication network using cloud computing technology.

[0032] <Functional Configuration> Next, with reference to Figures 3 and 4, the functional configuration realized by the hardware configuration of the management server 1 described above will be explained. Figure 3 is a functional block diagram showing an example of the functional configuration of the management server 1. Figure 4 is a schematic diagram illustrating the measurement process for measuring conversion information performed on the management server 1.

[0033] As shown in Figure 3, the management server 1 includes a display processing unit 31, a form processing unit 32, a measurement unit 33, an analysis processing unit 34, and a dashboard management unit 35 as functional units that operate on the CPU 11 of the management server 1. These functional units are realized through the cooperation of the hardware and programs of the management server 1.

[0034] The display processing unit 31 performs processing to display on the user terminal 2 the web page corresponding to the advertiser's purchase site accessed by the user terminal 2. The web page includes the landing page, which is the first page when transitioning from the affiliate site, and the thank you page displayed when a product or service is purchased.

[0035] As shown in Figure 4, when an advertiser's banner on an affiliate site is clicked on the user terminal 2, the caching DNS (Domain Name System) server 30 performs name resolution based on the domain name included in the advertiser's banner. In the name resolution process, the caching DNS server 30 receives query information from the user terminal 2 to confirm the connection destination based on the domain, communicates with the root server, the server managing the top-level domain, the DNS server, etc., identifies the IP address of the purchase site on the management server 1 corresponding to the domain name, and sends it to the user terminal 2. The user terminal 2 accesses the IP address of the purchase site on the management server 1 sent from the caching DNS server 30. The display processing unit 31 displays the purchase site corresponding to the IP address to the accessed user terminal 2. The operator of the caching DNS server 30 may be the same as the operator of the management server 1. Therefore, when the advertiser themselves or the operator of the management server 1 entrusted by the advertiser registers the domain of the advertiser's web service page with the DNS server 30, it is possible to configure the system so that the domain of the advertiser's web service page is associated with the IP address of the management server 1. In other words, when the domain of the advertiser's purchase site page is registered in the DNS server 30, the management server 1 works in cooperation with the DNS server 30 to manage the IP address and domain so that the IP address of the management server 1 is associated with the domain of the purchase site.

[0036] The form processing unit 32 displays interactive messages such as questions to the user and implements a dialog function that accepts input from the user of various information related to the purchase, namely purchase information. The form processing unit 32 displays a page prompting the user to enter purchase information to the user terminal 2 that has proceeded to purchase from the landing page, and obtains the purchase information entered on that page.

[0037] The landing page, thank you page, and dialog boxes displayed on user terminal 2 by the form processing unit 32 are all web pages corresponding to IP addresses managed by management server 1. Therefore, from the perspective of the browser on user terminal 2, the address of the landing page, the address of the input form dialog, and the address of the thank you page are all on the same domain. Since the landing page display process, form input process, purchase confirmation process, and thank you page display process are all centrally managed on management server 1 by IP addresses corresponding to the same domain, the cookie obtained from the landing page will always be linked to the cookie on the thank you page that informs the user of the completion of the purchase.

[0038] Furthermore, a cookie is sent from the management server 1 to user terminal 2, which has viewed the purchase site, and registered there. The cookie stored on user terminal 2 can be described as a first-party cookie issued directly by the management server 1 that manages the purchase site. The first-party cookie contains referrer information to identify the affiliate site that triggered the display of the purchase site.

[0039] The measurement unit 33 performs measurement processing to measure conversion information, such as whether a purchase was made from a source of traffic to the purchase site. The measurement unit 33 obtains referrer information indicating the source affiliate site from, for example, first-party cookies. In this embodiment, the measurement unit 33 is a function of the management server 1, and the measurement processing is executed on the management server 1. Therefore, unlike conventional technology, the conversion is not measured on a separate server for measurement.

[0040] As described above, the results of the measurement processing by the measurement unit 33 are output to ASP3 and CRM6 for each advertiser. The results of the measurement processing also include personal information entered in the form. As described above, multiple purchase sites are operated on the management server 1 for each advertiser. Measurement by the measurement unit 33 is performed for each advertiser 01, advertiser 02, advertiser 03, etc. The measurement results for each of the multiple purchase sites performed by the measurement unit 33 are aggregated in the analysis processing unit 34.

[0041] The analysis processing unit 34 clusters users who have made purchases based on their purchase behavior across multiple purchase sites. Clustering is performed based on, for example, age, gender, preferences, etc. The analysis processing unit 34 can display user classification information, which has been clustered across customers across multiple services, on the advertiser terminal 4 via the API (Application Programming Interface) 6.

[0042] Figure 5 illustrates an example of class classification by clustering performed by the analysis processing unit 34. Figure 5 shows the flow from user reservation to visit when the advertiser is a nail salon. First, let's explain the example in Figure 5. When a user who is a customer of the nail salon selects an advertising banner on the affiliate site on their user terminal 2, the management server 1 displays the landing page of the purchase site on the user terminal 2. The user who wants to make a reservation at the nail salon fills out the input form on the landing page of the purchase site and completes the reservation. Here, the reservation becomes purchase information that leads to the purchase of the service, and the reservation information and conversion information are sent to the advertiser terminal 4 of the nail salon, which is the advertiser.

[0043] The advertiser can view reservation information, conversion information, and user information through the advertiser terminal 4. In this example, the advertiser can view user information including basic information such as customer ID, name, gender, and age, as well as the relevant class, form type, conversion result, and store visit information as a result of the analysis process.

[0044] An example of user information is described below. The relevant class included in the user information is information that indicates the class of the user analyzed by the clustering of the analysis processing unit 34. In this example, person A is classified as α, person B is classified as β, and person C is classified as γ. α, β, and γ are determined, for example, based on purchase information that indicates the categories of products and services on multiple sales sites.

[0045] The form type is the format of the input form, which is set according to the relevant class. The form type is information used to specify the input method, input fields, and the content of the displayed text.

[0046] The input methods include, for example, batch format, sequential format, and chat format. The batch format input form is displayed on the web page accessed after clicking "New Registration" to enter various information for purchasing a product. In this input form, input fields such as name, address, and payment method are displayed on the same web page, and the registration process is completed without changing web pages. Note that even if the displayed area moves by scrolling on the same web page, this is also included in the batch format. In the sequential format input form, after clicking "New Registration," the user first moves to a page to enter their name. Once the name is entered on this page, the user moves to the next page to enter their address. Furthermore, once the address is entered, the user moves to the payment page. In this way, the sequential format input form changes pages each time an input field is entered. In the chat format input form, a chat-style question is displayed, and the user enters various information for new registration by answering this question. For example, a question prompting the user to enter their name, such as "What prefecture do you live in?", is displayed, and the user enters their name in response to the question. Then, a question prompting information about the address, such as "What prefecture do you live in?", is displayed. In this chat format, questions corresponding to input fields are displayed in a format where the user answers questions, and the input fields are filled in based on the user's answers. The input fields are the content and number of items entered as purchase information, and the text content is the text that prompts the user to enter information.

[0047] Form types are set for each class through A / B testing, for example, which involves testing multiple input forms to determine which one can improve the conversion rate. For instance, an A / B test is conducted on users analyzed as class α, and the form type that improves the conversion rate is set as the form type for class α. When a user assigned to the relevant class starts filling out an input form on a purchase site, the input form of the form type set according to that class is displayed, and the user enters their purchase information into the displayed form. In this example, the input form displayed to user A is form type A, which is set according to class α. Similarly, the input form displayed to user B is form type B, which is set according to class β, and the input form displayed to user C is form type C, which is set according to class γ. Forms A, B, and C differ in at least one of the following: the format in which the input items are listed on a single page or the input method (e.g., chat format), the number and content of the input items entered as purchase information, or the content of the displayed text.

[0048] Furthermore, the conversion results in the table in Figure 5 show whether or not users who were directed from the affiliate site to the purchase site took action that led to a purchase. In this example, the action that led to a purchase was making an online reservation, and since A and B made reservations, a conversion was achieved, while C also made a reservation but a conversion was not achieved. Thus, the action that leads to a purchase is not limited to the final purchase of a product or service, but can also be an action that leads to a purchase, such as making a reservation to visit the store.

[0049] Furthermore, the "Visit" column in the table in Figure 5 indicates whether or not the user actually visited the nail salon's physical store after making an online reservation. In this example, Person A actually visited the store after making an online reservation, while Person B made an online reservation but did not actually visit. Person C did not make an online reservation, so the "Visit" column is blank. In this way, by linking user (customer) information after conversion with CRM6, etc., it is possible to check the effectiveness of advertising, including whether or not the user ultimately received the service and made a payment.

[0050] Next, the dashboard management unit 35 will be described. The dashboard management unit 35 manages the dashboard screen displayed on the advertiser terminal 4. The dashboard screen displays information such as the measurement results from the measurement unit 33, the information registered in CRM 6, and the analysis results from the analysis processing unit 34. The information displayed on the dashboard includes, for example, the number of new users, the number of current users, the number of sessions, the number of sessions per user, the average user session duration, the number of purchases, the average purchase price, sales, the affiliate sites from which traffic originated, and the results of the clustering process.

[0051] Figure 6 shows an example of a dashboard screen displayed on the advertiser terminal 4. The dashboard screen shown in Figure 6 displays "Sales Trends," "Sales by Product," "Traffic Sources Immediately Before Conversion," "Traffic Sources Before Next Week's Visit," and "Classification." In this example, "Sales Trends" shows monthly sales changes in a bar graph, and "Sales by Product" shows the top 5 best-selling products and their percentage of total sales. "Traffic Sources Immediately Before Conversion" shows a pie chart and the top 5 best-selling affiliate sites that led to purchase behavior immediately before conversion, such as purchase consideration lists. "Traffic Sources of Last Visitors" shows a pie chart and the top 5 best-selling affiliate sites that led to visits to the store. Furthermore, "Classification" shows the results of the analysis processing based on the clustering results of the analysis processing unit 34, as well as the top 5 best-selling classes. Advertisers can intuitively check the effectiveness of their advertising by reviewing the various information visualized on the dashboard screen.

[0052] Note that the dashboard screen shown in Figure 6 is merely an example. The dashboard management unit 35 of this embodiment has a function that allows the content and format displayed on the dashboard to be customized for each advertiser. The method of customization is not particularly limited. Customization may be performed by the advertiser themselves through the advertiser terminal 4, or it may be a format in which the advertiser selects from a pre-set template, or it may be a format in which the advertiser communicates their requests and the operator sets them.

[0053] <Processing flow> Next, we will explain the process by which advertising effectiveness is measured, referring to Figure 7. Figure 7 is a flowchart showing an example of the advertising effectiveness measurement process by the management server 1.

[0054] In step S1, the display processing unit 31 processes the user terminal 2, which has selected an advertising banner from the affiliate site, to display the advertiser's purchase site.

[0055] In step S2, if the user terminal 2 performs an operation to select input using the input form, the form processing unit 32 proceeds to step S3. If the user terminal 2 does not perform an operation to select input using the input form and instead closes the purchase site, the process ends.

[0056] In step S3, the form processing unit 32 performs the process of displaying a dialog box on the user terminal 2 for entering purchase information, etc.

[0057] In step S4, the form processing unit 32 obtains the purchase information entered by the user terminal 2 through a dialog box.

[0058] In step S5, the display processing unit 31 performs the process of displaying a thank you page on the user terminal 2 to indicate that the purchase has been completed.

[0059] In step S6, the measurement unit 33 measures the advertising effectiveness, such as conversions, based on referral information that identifies the affiliate site that directed users to the purchase site and purchase information. The measurement processing of the measurement unit 33 is performed within the management server 1 that displays the purchase site, rather than on an external server.

[0060] In step S7, the measurement unit 33 transmits the measurement results of the measurement process to ASP3 and CRM6, and also transmits the measurement results to the analysis processing unit 34.

[0061] In step S8, the analysis processing unit 34 performs an analysis process to cluster users who have made purchases based on the measurement results. In the analysis process, the analysis processing unit 34 performs a class classification to classify users into classes based on their purchase information. If there is purchase information from other purchase sites, the class classification is performed by including the purchase information from those other purchase sites as well.

[0062] As described above, the management server 1 of this embodiment manages to display the purchase sites of multiple advertisers on the user terminal 2, and includes a display processing unit 31 that displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers to the user terminal 2 accessed based on a URL that guides the user terminal 2 to the advertiser's sales site on the affiliate site, a form processing unit 32 that displays an input form on the user terminal 2 for inputting purchase information to purchase a product or service entered on the purchase site and acquires the purchase information, and a measurement unit 33 that can measure the advertising effect linked to the purchase action from the purchase site based on the purchase information acquired by the form processing unit 32 without communicating with an external server.

[0063] Furthermore, the advertising effectiveness measurement method of this embodiment includes: a display step in which the purchase sites of multiple advertisers are managed to be displayed on the user terminal 2, and the purchase site corresponding to the advertiser on the affiliate site is displayed to the user terminal 2 accessed based on a URL that leads to the advertiser's sales site on the affiliate site from among the multiple advertisers; a form processing step in which an input form is displayed on the user terminal 2 for inputting purchase information to purchase a product or service entered on the purchase site, and the purchase information is acquired; and a measurement step in which the advertising effect linked to the purchase behavior from the purchase site can be measured based on the purchase information acquired by the form processing step without communicating with an external server.

[0064] Furthermore, the program of this embodiment manages to display the purchase sites of multiple advertisers on the user terminal 2, and causes the computer to execute the following steps when the user terminal 2 is accessed based on a URL that directs the user to the advertiser's sales site on the affiliate site: a display step that displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers; a form processing step that displays an input form on the user terminal 2 for entering purchase information to purchase a product or service entered on the purchase site and obtains the purchase information; and a measurement step that measures the advertising effect linked to the purchase action from the purchase site based on the purchase information obtained by the form processing step without communicating with an external server.

[0065] With the management server 1, advertising effectiveness measurement method, and program configured in this way, conversion results will be measured on the same management server 1. This prevents measurement omissions that may occur when measuring conversions as advertising effectiveness on an external server different from the purchase site, and improves the accuracy of advertising effectiveness measurement.

[0066] Furthermore, in this embodiment, the display processing unit 31 obtains an IP address pre-registered for each advertiser's purchase site from the user terminal 2 through name resolution processing of the cache DNS server 30 based on the URL on the affiliate site, and displays the purchase site corresponding to the advertiser on the user terminal 2. The thank you page indicating that the purchase action has been completed will be from the same domain as the landing page of the purchase site displayed on the user terminal 2.

[0067] Because it's the same domain, the cookie data obtained from the landing page will always be linked to the thank you page, ensuring that measurement processing is completed without any omissions.

[0068] Furthermore, in this embodiment, the display processing unit 31 displays the purchase site by reflecting the first-party cookie of the purchase site stored in the user terminal 2.

[0069] This allows the system to reflect the user's previously entered purchase information on the purchase site displayed on the user terminal 2 when a user visits a purchase site while a first-party cookie is stored. Furthermore, if a first-party cookie stored as a result of browsing one purchase site can be used for analyzing other purchase sites, the management server 1 can manage multiple purchase sites and analyze user information across multiple purchase sites. As a result, for example, even for a user who visits a purchase site different from the one where the first-party cookie was stored, the system can use that first-party cookie to display a purchase site that reflects the user's information.

[0070] Furthermore, the management server 1 of this embodiment further includes an analysis processing unit 34 that aggregates the advertising effectiveness measured by the measurement unit 33 for each of the multiple advertisers and performs clustering of those who have made a purchase.

[0071] Since management server 1 manages purchase sites for multiple advertisers, it can cluster user classes based on their purchase behavior across these multiple sites. This enables analysis of purchase behavior based on class classification and improves conversion rates by setting up input forms with form types appropriate for each class classification. Furthermore, it can also deliver advertisements tailored to users according to their class classification.

[0072] Although embodiments of the present invention have been described above, the present invention is not limited to the embodiments described above, and any modifications, improvements, etc., that can achieve the objectives of the present invention are included in the present invention.

[0073] For example, the series of processes described above can be executed by hardware or by software. In other words, the functional configuration described above is merely illustrative and not particularly limiting. That is, it is sufficient for the information processing system to have the functionality to execute the series of processes described above as a whole, and the type of functional block used to realize this functionality is not particularly limited to the example above. Furthermore, the location of the functional blocks is not particularly limited and can be arbitrary. For example, the functional blocks of management server 1 may be transferred to other devices, etc. Conversely, the functional blocks of other devices may be transferred to management server 1, etc. Also, a single functional block may be composed of hardware alone, software alone, or a combination of both.

[0074] When a series of processes are executed by software, the programs that make up that software are installed on a computer or other device from a network or storage medium. The computer may be a computer built into dedicated hardware. Alternatively, the computer may be a computer capable of performing various functions by installing various programs, such as a server, a general-purpose smartphone, or a personal computer.

[0075] Such recording media containing programs may consist not only of removable media (not shown) distributed separately from the main device to provide programs to users, but also of recording media provided to users in a state where they are pre-installed in the main device. Since programs can be distributed via a network, the recording media may be installed on or accessible from a computer connected to or capable of connecting to a network.

[0076] In this specification, the step of describing a program to be recorded on a recording medium includes not only processes that are performed chronologically in that order, but also processes that are not necessarily performed chronologically, but are executed in parallel or individually. Furthermore, in this specification, the term "system" refers to an overall system composed of multiple devices, means, etc. [Explanation of symbols]

[0077] 1: Management Server 2: User terminal 4: Advertiser terminal 31: Display Processing Unit 32: Form Processing Unit 33: Measurement Unit 34: Analysis Processing Unit 35: Dashboard Management Department 100: Web service system

Claims

1. A display processing unit manages to display the purchase sites of multiple advertisers on the user's terminal, and, when the user's terminal is accessed based on a URL that directs the user to the advertiser's sales site on the affiliate site, displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers. A form processing unit that displays an input form on the user terminal for entering purchase information to purchase a product or service entered on the aforementioned purchase site, and acquires the purchase information, A measurement unit capable of measuring the advertising effect linked to purchase behavior from the aforementioned purchase site, based on the purchase information acquired by the form processing unit, without communicating with an external server. A server equipped with the following features.

2. The display processing unit, Based on the URL on the affiliate site, the user terminal obtains an IP address that has been pre-registered for each of the advertiser's purchase sites, and the purchase site corresponding to the advertiser is displayed on the user terminal. The landing page of the purchase site displayed on the user terminal and the thank you page indicating the completion of the purchase action are on the same domain. The server according to claim 1.

3. The display processing unit, The purchase site is displayed by reflecting the first-party cookies of the purchase site stored on the user terminal. The server according to claim 2.

4. The system further includes an analysis processing unit that aggregates the advertising effectiveness measured by the measurement unit for each of the multiple advertisers and performs clustering of those who made the purchase. A server according to any one of claims 1 to 3.

5. The server according to claim 1, wherein when the domain of the advertiser's purchase site is registered on the domain name server, the server, in cooperation with the domain name server, manages the address and the domain so that the server's address and the domain of the purchase site are associated.

6. A method for measuring the effectiveness of advertising, which is performed by a computer. The system manages to display the purchase sites of multiple advertisers on the user's terminal, and, when the user's terminal accesses the system based on a URL that directs the user to the advertiser's sales site on the affiliate site, it displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers. A form processing step which involves displaying an input form on the user terminal for entering purchase information to purchase a product or service entered on the aforementioned purchase site, and obtaining the purchase information, A measurement step that can measure the advertising effect linked to purchase behavior from the aforementioned purchase site based on the purchase information obtained by the form processing step, without communicating with an external server, Advertising effectiveness measurement methods, including those mentioned above.

7. The system manages to display the purchase sites of multiple advertisers on the user's terminal, and, when the user's terminal accesses the system based on a URL that directs the user to the advertiser's sales site on the affiliate site, it displays the purchase site corresponding to the advertiser on the affiliate site from among the multiple advertisers. A form processing step which involves displaying an input form on the user terminal for entering purchase information to purchase a product or service entered on the aforementioned purchase site, and obtaining the purchase information, A measurement step that can measure the advertising effect linked to purchase behavior from the aforementioned purchase site based on the purchase information obtained by the form processing step, without communicating with an external server, A program that causes a computer to execute something.

Images