Method, system, and computer program for executing targeted advertising based on a customer's journey with a brand

Abstract

To provide a method, a system, and a computer program for performing targeted advertising based on customer journeys for brands.SOLUTION: The targeted advertising method includes the steps of: collecting user activity data for each brand of an advertiser in a plurality of stages; generating a user group having activity data for at least one of the plurality of stages as a target source; and using the target source to set a target group for advertising targeting.SELECTED DRAWING: Figure 4

Description

[Technical field]

[0001] The following description relates to techniques for implementing targeted advertising for marketing purposes. [Background technology]

[0002] 2. Description of the Related Art With the rapid increase in Internet advertising, various techniques have been developed to provide advertisements that are more suited to the tastes of users in order to increase their desire to make purchases.

[0003] As an example of a technology for providing a user with a targeted advertisement optimized for the user, Patent Document 1 (published on Jan. 22, 2008) discloses a technology for selecting a preferred advertisement using a user's profile. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] Korean Patent Publication No. 10-2008-7001722 Summary of the Invention [Problem to be solved by the invention]

[0005] The customer journey for a brand can be divided into multiple stages, and the customer population at each stage can be used for custom targeted advertising.

[0006] We execute targeted advertising that can maximize marketing objectives through differentiated materials and messages targeting customers at each stage of the customer journey. [Means for solving the problem]

[0007] The present invention provides a targeted advertising method executed on a computer system, the computer system including at least one processor configured to execute computer-readable instructions contained in a memory, the targeted advertising method including a step of collecting, by the at least one processor, user activity data for each brand of an advertiser by dividing the data into a plurality of stages; a step of generating, by the at least one processor, a target source based on a user group having activity data of at least one of the plurality of stages; and a step of setting, by the at least one processor, a target group for advertising targeting using the target source.

[0008] According to one aspect, the collecting step may divide the user activity data into a brand discovery stage, a brand interest stage, a purchase attempt stage, a purchase stage, and a sustained interest stage based on conversion activities associated with the brand.

[0009] According to another aspect, the generating step may include a step of selecting at least one stage from the plurality of stages, thereby registering a user group having an activity history of the selected stage as one target source, and a step of repeating the registering step to register a plurality of target sources for the advertiser.

[0010] According to another aspect, the generating step may further include updating at least one target source among the plurality of target sources using the latest user activity data of a certain period.

[0011] According to another aspect, in the setting, the target group may be set by combining a plurality of target sources selected from the target sources.

[0012] According to another aspect, the setting step may set the target group by an inclusion setting that includes one or more target sources in a targeting target.

[0013] According to another aspect, the setting step may set the target group using an inclusion setting that includes one or more target sources in the targeting target, and an exclusion setting that excludes one or more other target sources from the targeting target.

[0014] According to another aspect, the setting step may include a step of using at least one of the target sources as a seed to generate a user group whose user behavior patterns or characteristics are similar to the seed as a similar target, and a step of setting the target group using the similar targets.

[0015] According to yet another aspect, the targeted advertising method may further include providing, by the at least one processor, a report to the advertiser including customer number information for each of the plurality of stages.

[0016] A computer program for causing a computer to execute the targeting advertisement method is provided.

[0017] A computer system is provided, the computer system including at least one processor configured to execute computer-readable instructions contained in a memory, the at least one processor processing a process of collecting user activity data for each brand of an advertiser by dividing the data into a plurality of stages, a process of generating a user group having activity data of at least one of the plurality of stages as a target source, and a process of setting a target group for advertisement targeting using the target source. Effect of the Invention

[0018] According to an embodiment of the present invention, a customer journey for a brand can be divided into multiple stages, and custom target groups optimized for marketing purposes can be generated based on the customer population of each stage.

[0019] According to an embodiment of the present invention, targeted advertising can be executed to maximize marketing objectives through differentiated materials and messages for customer groups at each stage of a brand's customer journey. [Brief description of the drawings]

[0020] [Figure 1] FIG. 1 illustrates an example of a network environment in accordance with an embodiment of the present invention. [Diagram 2] FIG. 1 is a block diagram illustrating an example computer system according to an embodiment of the present invention. [Diagram 3] FIG. 2 is a block diagram illustrating example components that may be included in a processor of a computer system in accordance with one embodiment of the present invention. [Figure 4] 1 is a flow chart illustrating an example of a method for targeted advertising that can be implemented by a computer system according to an embodiment of the present invention. [Diagram 5] FIG. 2 is a diagram illustrating the stages of a customer journey with a brand in one embodiment of the present invention. [Figure 6] FIG. 13 is a diagram showing an example of a customer journey report screen in one embodiment of the present invention. [Figure 7] 4 is an exemplary diagram illustrating a process of generating a target source according to an embodiment of the present invention; FIG. [Figure 8] 4 is an exemplary diagram illustrating a process of generating a target source according to an embodiment of the present invention; FIG. [Figure 9] 5 is an exemplary diagram illustrating a process of setting a custom target according to an embodiment of the present invention; FIG. [Figure 10]5 is an exemplary diagram illustrating a process of setting a custom target according to an embodiment of the present invention; FIG. [Figure 11] FIG. 2 illustrates an example of a custom target in accordance with an embodiment of the present invention. [Figure 12] FIG. 2 illustrates an example of a custom target in accordance with an embodiment of the present invention. [Figure 13] FIG. 2 illustrates an example of a custom target in accordance with an embodiment of the present invention. [Figure 14] 1 is an exemplary diagram illustrating a process of registering a similar target according to an embodiment of the present invention; [Figure 15] 1 is an exemplary diagram illustrating a process of registering a similar target according to an embodiment of the present invention; DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0021] Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

[0022] SUMMARY OF THE DISCLOSURE Embodiments of the present invention relate to techniques for executing targeted advertising for marketing purposes.

[0023] Embodiments including those specifically disclosed herein can divide a customer journey with a brand into multiple stages and leverage the customer population at each stage for custom targeted advertising.

[0024] The targeted advertising system according to the embodiment of the present invention may be realized by at least one computer system, and the targeted advertising method according to the embodiment of the present invention may be executed by at least one computer system included in the targeted advertising system. In this case, a computer program according to an embodiment of the present invention may be installed and executed in the computer system, and the computer system may execute the targeted advertising method according to the embodiment of the present invention according to the control of the executed computer program. The above-mentioned computer program may be recorded in a computer-readable recording medium in combination with the computer system to cause the computer to execute the targeted advertising method.

[0025] Fig. 1 is a diagram showing an example of a network environment in one embodiment of the present invention. The network environment in Fig. 1 shows an example including a plurality of electronic devices 110, 120, 130, 140, a plurality of servers 150, 160, and a network 170. Such Fig. 1 is merely an example for explaining the invention, and the number of electronic devices and the number of servers are not limited to those shown in Fig. 1. Furthermore, the network environment in Fig. 1 is merely an example of an environment applicable to this embodiment, and the environment applicable to this embodiment is not limited to the network environment in Fig. 1.

[0026] The electronic devices 110, 120, 130, and 140 may be fixed terminals or mobile terminals realized by computer devices. Examples of the electronic devices 110, 120, 130, and 140 include smartphones, mobile phones, navigation systems, personal computers (PCs), notebook PCs, digital broadcasting terminals, personal digital assistants (PDAs), portable multimedia players (PMPs), tablets, game consoles, wearable devices, internet of things (IoT) devices, virtual reality (VR) devices, and augmented reality (AR) devices. As an example, FIG. 1 shows a smartphone as an example of the electronic device 110, but in the embodiment of the present invention, the electronic device 110 may mean one of various physical computer systems that can communicate with other electronic devices 120, 130, and 140 and / or servers 150 and 160 via a network 170 using a substantially wireless or wired communication method.

[0027] The communication method is not limited, and may include not only a communication method using a communication network (for example, a mobile communication network, a wired Internet, a wireless Internet, a broadcasting network) that the network 170 can include, but also short-range wireless communication between devices. For example, the network 170 may include any one or more of a personal area network (PAN), a local area network (LAN), a campus area network (CAN), a metropolitan area network (MAN), a wide area network (WAN), a broadband network (BBN), the Internet, and the like. Furthermore, the network 170 may include any one or more of a network topology including, but not limited to, a bus network, a star network, a ring network, a mesh network, a star-bus network, a tree or hierarchical network, and the like.

[0028] Each of the servers 150 and 160 may be realized by one or more computer devices that communicate with the multiple electronic devices 110, 120, 130, and 140 via the network 170 to provide instructions, codes, files, contents, services, and the like. For example, the server 150 may be a system that provides a first service to the multiple electronic devices 110, 120, 130, and 140 connected via the network 170, and the server 160 may also be a system that provides a second service to the multiple electronic devices 110, 120, 130, and 140 connected via the network 170. As a more specific example, the server 150 may provide a service (such as an advertisement management service, for example) targeted by an application, which is a computer program installed and executed in the multiple electronic devices 110, 120, 130, and 140, as a first service to the multiple electronic devices 110, 120, 130, and 140. As another example, the server 160 may provide, as a second service, a service of distributing files for installing and executing the above-mentioned applications to the multiple electronic devices 110, 120, 130, and 140.

[0029] 2 is a block diagram showing an example of a computer system according to an embodiment of the present invention. Each of the electronic devices 110, 120, 130, and 140 and the servers 150 and 160 described above may be realized by a computer system 200 shown in FIG.

[0030] Such a computer system 200 may include a memory 210, a processor 220, a communication interface 230, and an input / output interface 240, as shown in FIG.

[0031] The memory 210 is a computer-readable recording medium and may include a random access memory (RAM), a read only memory (ROM), and a permanent mass storage device such as a disk drive. Here, the permanent mass storage device such as a ROM or a disk drive may be included in the computer system 200 as a separate permanent storage device separate from the memory 210. The memory 210 may also store an operating system and at least one program code. Such software components may be loaded into the memory 210 from a computer-readable recording medium separate from the memory 210. Such separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, a disk, a tape, a DVD / CD-ROM drive, a memory card, etc. In another embodiment, the software components may be loaded into the memory 210 through the communication interface 230, which is not a computer-readable recording medium. For example, the software components may be loaded into the memory 210 of the computer system 200 based on a computer program installed by a file received via the network 170.

[0032] The processor 220 may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input / output operations. The instructions may be provided to the processor 220 by the memory 210 or the communication interface 230. For example, the processor 220 may be configured to execute instructions received according to program code stored in a storage device such as the memory 210.

[0033] The communication interface 230 may provide a function for the computer system 200 to communicate with other devices (for example, the above-mentioned recording device) via the network 170. For example, requests, instructions, data, files, etc. generated by the processor 220 of the computer system 200 according to program codes recorded in a recording device such as the memory 210 may be transmitted to other devices via the network 170 under the control of the communication interface 230. Conversely, signals, instructions, data, files, etc. from other devices may be received by the computer system 200 via the communication interface 230 of the computer system 200 via the network 170. The signals, instructions, data, etc. received via the communication interface 230 may be transmitted to the processor 220 or the memory 210, and files, etc. may be recorded in a recording medium (the above-mentioned permanent recording device) that the computer system 200 may further include.

[0034] The input / output interface 240 may be a means for interfacing with the input / output device 250. For example, the input device may include a device such as a microphone, a keyboard, or a mouse, and the output device may include a device such as a display and a speaker. As another example, the input / output interface 240 may be a means for interfacing with a device in which functions for input and output are integrated into one, such as a touch screen. The input / output device 250 may be configured as one device together with the computer system 200.

[0035] Also, in other embodiments, computer system 200 may include fewer or more components than those of Figure 2. However, most of the prior art components need not be explicitly illustrated. For example, computer system 200 may be implemented to include at least some of the input / output devices 250 described above, and may further include other components such as a transceiver, a database, etc.

[0036] Specific embodiments of a method and system for executing targeted advertising based on a customer's journey with a brand are described below.

[0037] FIG. 3 is a block diagram illustrating an example of components that may be included in a processor of a computer system in one embodiment of the present invention, and FIG. 4 is a flowchart illustrating an example of a targeted advertising method that may be executed by a computer system in one embodiment of the present invention.

[0038] The computer system 200 according to the present embodiment may provide advertising management services to clients through a dedicated application installed on the client or through a connection to a web / mobile site associated with the computer system 200 .

[0039] The processor 220 of the computer system 200 may include an activity data collection unit 310, a target source generation unit 320, and a target group setting unit 330 as components for executing the targeted advertising method described below, as shown in Fig. 3. Depending on the embodiment, the components of the processor 220 may be selectively included or excluded from the processor 220. Also, depending on the embodiment, the components of the processor 220 may be separated or combined for expressing the functions of the processor 220.

[0040] Such processor 220 and components of processor 220 may control computer system 200 to perform steps included in the targeted advertising method described below. For example, processor 220 and components of processor 220 may be implemented to execute instructions from operating system code and at least one program code contained in memory 210.

[0041] Here, the components of the processor 220 may represent different functions executed by the processor 220 according to instructions provided by the program code recorded in the computer system 200. For example, the activity data collection unit 310 may be utilized as a functional representation of the processor 220 that controls the computer system 200 according to the instructions described above so that the computer system 200 collects user activity data for the brand.

[0042] The processor 220 may read the necessary instructions from the memory 210, which is loaded with instructions related to the control of the computer system 200. In this case, the read instructions may include instructions for controlling the processor 220 to perform the targeted advertising method described below.

[0043] The steps included in the targeted advertising method described below may be performed in an order different from that shown in the figures, some of the steps may be omitted, or additional processes may be included.

[0044] Referring to FIG. 4, in step 410, the activity data collecting unit 310 may collect user activity data for each brand of an advertiser by dividing the data into a plurality of stages. A customer journey means a series of processes from when a user recognizes a brand to when the user purchases a product. For example, as shown in FIG. 5, a customer journey 500 may be divided into five stages, namely, brand discovery, brand interest, purchase attempt, purchase, and interest continuation, while considering conversion activities related to the brand. The activity data collecting unit 310 may collect and analyze user activity data related to each stage of the brand (brand discovery, brand interest, purchase attempt, purchase, and interest continuation). The activity data collecting unit 310 may collect various user actions, such as search, click, visit to related pages or catalogs, favorite registration, add to cart, purchase, and review, by dividing them into customer journey stages. For example, activities such as searching using a brand discovery keyword within 30 days, clicking on a brand product from a search result using a brand discovery keyword within 30 days, visiting a detailed page of a brand product within 30 days, etc. may be defined as the "brand discovery" stage. Activities such as searching using a brand interest keyword within 30 days, clicking on a brand product from a search result using a brand interest keyword within 30 days, adding a brand product to favorites or carts within 30 days, visiting a brand product catalog within 30 days, etc. may be defined as the "brand interest" stage. Activities such as clicking on a brand product purchase site two or more times within 30 days may be defined as the "purchase attempt" stage. Activities such as purchasing a brand product within 60 days may be defined as the "purchase" stage, and activities such as purchasing a brand product two or more times within 30 days and creating a review of a brand product within 30 days may be defined as the "sustained interest" stage. In this case, the activity data collection unit 310 may collect user activity data by dividing it into predefined customer journey stages for a brand for which conversion tracking has been applied for by an advertiser, or for a brand whose campaign URL and location landing URL correspond to a site subject to conversion tracking.

[0045] Referring again to FIG. 4, in step 420, the target source generating unit 320 may generate a user group having an activity history corresponding to at least one of a plurality of stages defined in a customer journey for a brand as a target source. The target source generating unit 320 may generate and register a user group having an activity history in one or more stages selected by an advertiser from among a plurality of stages as a target source. The advertiser may appropriately select or combine customer journey stages to meet the marketing purpose of the brand, and register the customer population included in the stage as a target source. The target source generating unit 320 may automatically update the target source to the latest population at a certain period (e.g., one day) according to the advertiser's setting.

[0046] In step 430, the target group setting unit 330 may set a target group for advertisement targeting using at least one of the target sources registered by the advertiser. The target source that is the customer population may be selectively set as an inclusion setting for including it in the targeting target or an exclusion setting for excluding it from the targeting target. The target group setting unit 330 may set a custom target group by combining an inclusion setting (targeting) or an exclusion setting (de-targeting) for each target source according to the advertiser. The advertiser may generate a final custom target by including or excluding some target sources according to the marketing purpose of the brand.

[0047] Furthermore, the target group setting unit 330 may set a custom target group by expanding similar targets. For example, the target group setting unit 330 may expand similar targets using at least one target source among the target sources registered by the advertiser as a seed, and may use the expanded similar targets to set a custom target.

[0048] Therefore, the present embodiment can execute targeted advertising using custom targets set to meet marketing objectives by utilizing target sources at each stage of the customer journey.

[0049] FIG. 6 is a diagram showing an example of a customer journey report screen in one embodiment of the present invention.

[0050] 6, the processor 220 may provide an advertiser with a customer journey report 600 including customer number information 610 for each customer journey stage for the advertiser's brand. For example, the processor 220 may provide the advertiser's brand with the cumulative number of customers for each customer journey stage today, the change from the previous day, the change from the previous week, and the like.

[0051] To achieve high advertising efficiency, it is necessary to increase the number of customers who are interested in the brand by targeting customers who did not convert to purchase or who dropped out before purchasing, and to increase the purchase conversion rate. In order to increase brand interest and increase purchase conversion, it is important to properly utilize the customer population who dropped out in the early stages of the customer journey. Advertisers can diagnose the current brand situation based on the Customer Journey Report 600 and set custom targets to match the current brand situation and marketing objectives.

[0052] 7 and 8 are exemplary views illustrating a process of generating a target source in an embodiment of the present invention.

[0053] Referring to FIG. 7, the processor 220 may provide a target source list 710 in a target management screen 700, which is generated using the customer journey stages.

[0054] The target management screen 700 may include a target source registration menu 701 for registering a new target source.

[0055] When the target source registration menu 701 is selected on the target management screen 700, the processor 220 may provide a target registration screen 800 for registering a target source, as shown in FIG.

[0056] The processor 220 may register a customer population, which is a user group at each customer journey stage, as a target source.

[0057] The target registration screen 800 may include a name input interface 801 for inputting the target source name, a brand selection interface 802 for selecting the brand and category of the target source, and a stage selection interface 803 for selecting a customer journey stage.

[0058] For a stage selected in the stage selection interface 803 of the target registration screen 800, the processor 220 may register a user group having an activity history in that stage as a new target source.

[0059] When two or more stages are selected in the stage selection interface 803, the processor 220 may register a user group having activity history in each stage as one target source. For example, when the brand discovery stage and the brand interest stage are selected, the processor 220 may collect and register a user group belonging to the brand discovery stage and a user group belonging to the brand interest stage as one target source.

[0060] In other words, an advertiser can select one or more customer journey stages to generate one target source, and by repeating this process, they can register target sources up to a predefined maximum number.

[0061] Additionally, the target management screen 700 may include an auto update menu 702 for setting auto updates for each target source included in the target source list 710 .

[0062] The processor 220 may automatically update the latest parameters of the customer journey report 600 for a target source every day if the automatic update setting for that target source is activated (on) via the automatic update menu 702.

[0063] 9 and 10 are exemplary diagrams illustrating a process of setting a custom target in an embodiment of the present invention.

[0064] Referring to FIG. 9, the processor 220 may provide a target source list 910 available for setting a custom target on a target setting screen 900.

[0065] Among the target sources included in the target source list 910, if the parameter is equal to or greater than a certain value, inclusion (targeting) setting is possible, but if the parameter is less than a certain value, inclusion (targeting) setting may be restricted.

[0066] The processor 220 may set a custom target using a target source selected from the target source list 910 of the target setting screen 900. For example, when the “Purchase Completed” target source and the “Purchase Continued” target source are selected from the target source list 910, a detailed setting screen 1000 for inclusion or exclusion setting for each target source may be provided as shown in FIG.

[0067] The processor 220 can set a target group on the detailed setting screen 1000 by combining target sources in the inclusive setting and target sources in the exclusive setting.

[0068] 11 to 13 are diagrams showing examples of custom targets in one embodiment of the present invention.

[0069] For example, referring to Fig. 11, as a strategy for increasing the purchase rate of interested customers, a target group suited to the marketing objective can be set by selecting only the "brand interest" stage in the customer journey to generate target A, and selecting only the "purchase" stage in the customer journey to generate target B, and then setting target A as an inclusive group and target B as an exclusive group. In other words, a user group corresponding to the difference set between target A and target B can be set as a custom target.

[0070] 12, as a strategy for informing customers to purchase brand products, a target group suitable for the marketing purpose can be set by selecting multiple stages of customer journey, namely, "brand interest" and "purchase attempt", to generate target C, and selecting only the "purchase" stage to generate target D, and then setting target C as inclusive and target D as exclusive. In other words, a user group corresponding to the difference set between target C and target D can be set as a custom target.

[0071] Referring to Fig. 13, as a strategy for securing regular customers for various brands of an advertiser, target E is generated by selecting multiple stages of the customer journey, such as "purchase" and "maintain interest" for brand 1, and target F is generated by selecting multiple stages of the customer journey, such as "purchase" and "maintain interest" for brand 2, and then a target group suited to the marketing purpose can be set by including target E and target F. In other words, a user group corresponding to the union of target E and target F can be set as a custom target.

[0072] 14 and 15 are exemplary diagrams illustrating a process of registering a similar target according to an embodiment of the present invention.

[0073] Referring to FIG. 14, the processor 220 may provide a target source list 1410 selectable as a seed on a similar target registration screen 1400.

[0074] The target source list 1410 may be composed of target sources registered by the advertiser in the target source registration process described above.

[0075] When at least one target source is selected as a seed from the target source list 1410 of the similar target registration screen 1400, the processor 220 may provide a target size setting screen 1500 as shown in FIG.

[0076] The target size setting screen 1500 may include an interface 1501 for setting the target size. For example, the target size may be set in 10 stages, and the higher the stage, the larger the target population. The processor 220 may generate similar targets at a scale desired by the advertiser.

[0077] The processor 220 may use a target source selected from the target source list 1410 as a seed, and register a group having a behavior pattern or characteristics similar to that of a user group corresponding to the seed as a similar target group. The processor 220 may generate a user group having a behavior pattern or characteristics similar to that of the seed as a similar target according to a similarity standard previously determined for each stage indicating the target scale.

[0078] The processor 220 may provide similar targets in the process of setting a target group for advertisement targeting, and may set the target group using similar targets selected by an advertiser.

[0079] Therefore, in this embodiment, a target is generated by combining customer journey stages according to a marketing purpose, and then advertisements can be executed by inclusion setting (targeting) or exclusion setting (de-targeting) with a custom target. It is possible to check in detail which stage (brand discovery, brand interest, purchase attempt, purchase, sustained interest) a customer is at in terms of the level of interest in a brand, and apply advertisement targeting differently depending on the stage checked.

[0080] As described above, according to the embodiment of the present invention, the customer journey for a brand can be divided into a plurality of stages, and a custom target group optimized for a marketing purpose can be generated based on the customer population of each stage. Furthermore, according to the embodiment of the present invention, targeted advertising that maximizes marketing purposes can be executed using differentiated materials and messages for customer groups at each stage of the brand's customer journey.

[0081] The above-mentioned devices may be realized by hardware components, software components, and / or a combination of hardware and software components. For example, the devices and components described in the embodiments may be realized using one or more general-purpose or special-purpose computers, such as a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA), a programmable logic unit (PLU), a microprocessor, or various devices capable of executing and responding to instructions. The processing device may execute an operating system (OS) and one or more software applications that run on the OS. The processing device may also respond to the execution of the software to access, record, manipulate, process, and generate data. For convenience of understanding, a single processing device may be described as being used, but one skilled in the art will understand that the processing device may include multiple processing elements and / or multiple types of processing elements. For example, the processing device may include multiple processors or one processor and one controller. Other processing configurations, such as parallel processors, are also possible.

[0082] The software may include computer programs, codes, instructions, or a combination of one or more of these, and may configure or instruct the processing device to perform a desired operation, either individually or collectively. The software and / or data may be embodied in any type of machine, component, physical device, computer storage medium, or device to be interpreted by or to provide instructions or data to the processing device. The software may be distributed and stored or executed in a distributed manner on computer systems connected by a network. The software and data may be stored on one or more computer-readable storage media.

[0083] The method according to the embodiment may be realized in the form of program instructions executable by various computer means and recorded on a computer-readable medium. Here, the medium may be one that continuously records a computer-executable program or one that temporarily records the program for execution or download. The medium may be one of various recording or storage means in the form of a single or multiple hardware devices combined, and may not be limited to a medium directly connected to a certain computer system, but may be one that is distributed over a network. Examples of the medium include magnetic media such as hard disks, floppy disks, and magnetic tapes, optical media such as CD-ROMs and DVDs, magneto-optical media such as floptical disks, and ROMs, RAMs, flash memories, etc., configured to record program instructions. Other examples of the medium include recording media or storage media managed by application stores that distribute applications, or sites, servers, etc. that supply or distribute various other software.

[0084] Although the embodiments have been described based on the limited embodiments and drawings as above, those skilled in the art will be able to make various modifications and variations from the above description. For example, the described techniques may be performed in an order different from that described, and / or the components of the described systems, structures, devices, circuits, etc. may be combined or combined in a manner different from that described, or may be counterbalanced or replaced by other components or equivalents, and still achieve suitable results.

[0085] Therefore, different embodiments are within the scope of the appended claims provided they are equivalent to the claims. [Explanation of symbols]

[0086] 220: Processor 310: Activity Data Collection Division 320: Target source generation unit 330: Target group setting section

Claims

1. 1. A method of targeted advertising implemented on a computer system, comprising: The computer system includes at least one processor configured to execute computer-readable instructions contained in a memory; The targeting advertising method includes: collecting user activity data for each brand of the advertiser by the at least one processor by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating, by the at least one processor, a target source by selecting a user group of users that fall within at least one of the stages; and setting a target group for advertisement targeting from one or more target sources generated in the generating step by the at least one processor, wherein the target group is set by combining a plurality of target sources selected from the target sources. A method for targeted advertising comprising:

2. The collecting step includes: Collecting the user activity data related to the brand by dividing the user activity data into a plurality of stages, which are a brand discovery stage, a brand interest stage, a purchase attempt stage, a purchase stage, and a sustained interest stage.

2. The method of claim 1, further comprising:

3. The generating step includes: registering a user group of users having a history of the predetermined user activity previously associated with the at least one selected stage as a target source when at least one stage is selected from the plurality of stages; and repeating the registering step to register a plurality of target sources for the advertiser. The method of claim 1 , comprising:

4. The generating step includes: updating at least one target source of the plurality of target sources with the most recent user activity data for a given period; The method of claim 3 further comprising:

5. A method of targeted advertising implemented on a computer system, comprising: The computer system includes at least one processor configured to execute computer-readable instructions contained in a memory; The targeting advertising method includes: collecting user activity data for each brand of the advertiser by the at least one processor by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating, by the at least one processor, a target source by selecting a user group of users that fall within at least one of the stages; and setting, by the at least one processor, a target group for advertisement targeting from the one or more target sources generated in the generating step, wherein the target group is set by an inclusion setting that includes the one or more target sources in a targeting target. A targeting advertising method comprising:

6. A method of targeted advertising implemented on a computer system, comprising: The computer system includes at least one processor configured to execute computer-readable instructions contained in a memory; The targeting advertising method includes: collecting user activity data for each brand of the advertiser by the at least one processor by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating, by the at least one processor, a target source by selecting a user group of users that fall within at least one of the stages; and setting, by the at least one processor, a target group for advertisement targeting from the one or more target sources generated in the generating step, in which the target group is set by an inclusion setting that includes one or more target sources in a targeting target, and an exclusion setting that excludes one or more other target sources from the targeting target. A targeting advertising method comprising:

7. A method of targeted advertising implemented on a computer system, comprising: The computer system includes at least one processor configured to execute computer-readable instructions contained in a memory; The targeting advertising method includes: collecting user activity data for each brand of the advertiser by the at least one processor by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating, by the at least one processor, a target source by selecting a user group of users that fall within at least one of the stages; and setting a target group for advertisement targeting from one or more target sources generated in the generating step by the at least one processor, using at least one of the target sources as a seed, generating a user group having a user behavior pattern or characteristic similar to the seed as a similar target, and setting the target group using the similar target. A method for targeted advertising comprising:

8. The targeting advertising method includes: providing, by the at least one processor, a report to the advertiser including customer population information for each of the plurality of stages. The method of claim 1 further comprising:

9. A computer program for causing a computer to execute the targeted advertising method according to any one of claims 1 to 8.

10. 1. A computer system comprising: At least one processor configured to execute computer-readable instructions contained in the memory. wherein the at least one processor comprises: a process of collecting user activity data for each brand of an advertiser by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating a target source by selecting a user group of users corresponding to at least one of the steps; and A step of setting a target group for advertisement targeting from one or more target sources generated in the generating step, the step of setting the target group by combining a plurality of target sources selected from the target sources. A computer system for processing.

11. The at least one processor Collecting the user activity data related to the brand by dividing the user activity data into a plurality of stages, which are a brand discovery stage, a brand interest stage, a purchase attempt stage, a purchase stage, and a sustained interest stage.

11. The computer system of claim 10.

12. The at least one processor When at least one stage is selected from the plurality of stages, a user group of users having a history of the predetermined user activity previously associated with the at least one selected stage is registered as one target source; Repeating the registration process for the target source to register multiple target sources for the advertiser.

12. A computer system according to claim 10 or 11, characterized in that

13. The at least one processor updating at least one target source of the plurality of target sources with the latest user activity data for a certain period of time; 13. The computer system of claim 12.

14. A computer system comprising: At least one processor configured to execute computer-readable instructions contained in the memory. wherein the at least one processor comprises: a process of collecting user activity data for each brand of an advertiser by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating a target source by selecting a user group of users corresponding to at least one of the steps; and A step of setting a target group for advertisement targeting from the one or more target sources generated in the generating step, the step of setting the target group by an inclusion setting that includes the one or more target sources in a targeting target. A computer system comprising:

15. A computer system comprising: At least one processor configured to execute computer-readable instructions contained in the memory. wherein the at least one processor comprises: a process of collecting user activity data for each brand of an advertiser by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating a target source by selecting a user group of users corresponding to at least one of the steps; and A process of setting a target group for advertisement targeting from the one or more target sources generated in the generating process, in which the target group is set by an inclusion setting that includes one or more target sources in a targeting target and an exclusion setting that excludes one or more other target sources from the targeting target. A computer system comprising:

16. A computer system comprising: At least one processor configured to execute computer-readable instructions contained in the memory. wherein the at least one processor comprises: a process of collecting user activity data for each brand of an advertiser by dividing the data into a plurality of stages, the plurality of stages representing a series of processes from when a user recognizes a brand to when the user purchases the brand, and each of the plurality of stages being associated in advance with a predetermined user activity; generating a target source by selecting a user group of users corresponding to at least one of the steps; and A process of setting a target group for advertisement targeting from one or more target sources generated in the generating process, in which at least one of the target sources is used as a seed, a user group having a user behavior pattern or characteristic similar to the seed is generated as a similar target, and then the target group is set using the similar target. A computer system comprising:

17. The at least one processor Providing a report to the advertiser including customer count information for each of the plurality of stages.

12. A computer system according to claim 10 or 11, characterized in that

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