Program, information processing device, and method

Abstract

To enable creation of an appropriate advertising plan within the advertising budget. [Solution] A program that causes a computer to execute the following: acquire viewed medium information associated with medium information indicating multiple media viewed by a consumer; acquire consumer purchasing information; acquire budget information indicating the budget for target advertising for a target product; acquire advertising cost information indicating advertising costs in the media; acquire, based on the viewed medium information, the purchase rate by medium of related products related to the target product for consumers belonging to a first consumer group including consumers who viewed the target medium; acquire an on-target rate, which is the ratio of a specified second consumer group to the first consumer group; and present to the user an advertising plan in which the cost of the target advertising is optimized so that purchasing indicators based on the budget information, advertising cost information, unique reach number, purchase rate, and on-target rate meet specified conditions.

Description

[Technical Field]

[0001] The present invention relates to a program, an information processing device, and a method. [Background technology]

[0002] In order to increase sales of products and services, advertisements are distributed to consumers via networks such as the Internet. One advertising method is targeted advertising, which provides advertisements to a certain group (segment) of consumers, and Patent Document 1 describes an information processing device that accurately identifies the segment for which the advertisement is effective. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Japanese Patent Publication No. 2023-180586 Summary of the Invention [Problem to be solved by the invention]

[0004] Advertisement distribution companies create advertising plans that determine how much money to spend on which advertising media to advertise in. When creating advertising plans, there is a demand for optimizing budget allocation within a limited advertising budget in order to maximize sales promotion effects.

[0005] SUMMARY OF THE INVENTION It is therefore an object of the present invention to provide a program, an information processing device, and a method that enable creation of an appropriate advertising plan within the limits of an advertising budget. [Means for solving the problem]

[0006] A program according to one aspect of the present invention includes the following steps on a computer: acquiring browsed medium information in which consumer identification information identifying each of a plurality of consumers is associated with medium information indicating each of a plurality of media browsed by each of the plurality of consumers; acquiring the consumer identification information for each of the plurality of consumers and purchase information indicating the product purchase history of each of the plurality of consumers; acquiring budget information indicating a target advertising budget for a target product; acquiring medium selection information for selecting one or more target media from the plurality of media; acquiring advertising cost information indicating advertising costs for each of the one or more target media; and identifying a first consumer group including consumers who browsed the target media from among the plurality of consumers based on the browsed medium information. and acquiring, based on the purchasing information, the purchasing rate of related products related to the target product by each medium for consumers belonging to a first consumer group; identifying the second consumer group from among a plurality of consumers based on group identification information for identifying a second consumer group that is the target of sales promotion for the target product; acquiring an on-target rate, which is the proportion of consumers belonging to the second consumer group among consumers belonging to the first consumer group; and presenting to the user an advertising plan in which the cost of the target advertising is optimized so that purchasing indicators based on the number of unique reaches, purchase rate, and on-target rate according to the budget of the target advertising in one or more target media based on the budget information and advertising cost information satisfy predetermined conditions.

[0007] Furthermore, an information processing device according to another aspect of the present disclosure includes a viewed medium information acquisition unit that acquires viewed medium information associated with consumer identification information that identifies each of a plurality of consumers and medium information that indicates each of a plurality of media viewed by each of the plurality of consumers, a purchase information acquisition unit that acquires the consumer identification information of each of the plurality of consumers and purchase information that indicates the product purchase history of each of the plurality of consumers, a budget information acquisition unit that acquires budget information that indicates a budget for target advertising of a target product, a medium selection information acquisition unit that acquires medium selection information that selects one or more target media from the plurality of media, an advertising cost information acquisition unit that acquires advertising cost information that indicates advertising costs for each of the one or more target media, and a third consumer identification information acquisition unit that acquires, based on the viewed medium information, a consumer identification information acquisition unit that acquires the consumer identification information of each of the plurality of consumers and purchase information that indicates the product purchase history of each of the plurality of consumers, a budget information acquisition unit that acquires budget information that indicates a budget for target advertising of a target product, a medium selection information acquisition unit that acquires medium selection information that selects one or more target media from the plurality of media, and an advertising cost information acquisition unit that acquires advertising cost information that indicates advertising costs for each of the one or more target media. The system comprises a consumer group identification unit that identifies one consumer group and identifies the second consumer group from among multiple consumers based on group identification information for identifying a second consumer group that will be the target of sales promotion for the target product; a purchase rate acquisition unit that acquires the purchase rate of related products related to the target product by media of consumers belonging to the first consumer group based on purchase information; and an advertising plan presentation unit that acquires an on-target rate, which is the proportion of consumers belonging to the second consumer group among the consumers belonging to the first consumer group, and presents to the user an advertising plan in which the cost of the target advertisement is optimized so that the purchase index based on the unique reach of the target advertisement in one or more target media, the purchase rate, and the on-target rate, based on budget information and advertising cost information, meets specified conditions.

[0008] Furthermore, a method according to one aspect of the present disclosure includes a computer acquiring browsed medium information in which consumer identification information identifying each of a plurality of consumers is associated with medium information indicating each of a plurality of media browsed by each of the plurality of consumers; acquiring the consumer identification information for each of the plurality of consumers and purchase information indicating the product purchase history of each of the plurality of consumers; acquiring budget information indicating a budget for target advertising of a target product; acquiring medium selection information for selecting one or more target media from the plurality of media; acquiring advertising cost information indicating advertising costs for each of the one or more target media; and identifying a first consumer group including consumers who browsed the target media from among the plurality of consumers based on the browsed medium information. acquiring, based on the purchasing information, the purchasing rate of related products related to the target product by each medium of consumers belonging to a first consumer group; identifying the second consumer group from among the plurality of consumers based on group identification information for identifying a second consumer group that is the target of sales promotion for the target product; acquiring an on-target rate, which is the proportion of consumers belonging to the second consumer group among the consumers belonging to the first consumer group; and presenting to the user an advertising plan in which the cost of the target advertisement is optimized so that a purchasing index based on the number of unique reaches, purchase rate, and on-target rate according to the budget of the target advertisement in one or more target media based on budget information and advertising cost information satisfies predetermined conditions. [Effects of the Invention]

[0009] According to the present invention, it is possible to provide a program, an information processing device, and a method that enable creation of an appropriate advertising plan within the advertising budget. [Brief explanation of the drawings]

[0010] [Figure 1] 1 is a schematic diagram of an advertising plan presentation system according to an embodiment of the present invention. [Figure 2] FIG. 2 is a diagram illustrating an outline of the processing of the advertising plan presentation system according to the present embodiment. [Figure 3] FIG. 2 is a block diagram of each device of the advertising plan presentation system according to the present embodiment. [Figure 4] 10 is an example of information stored in the advertising plan presentation device according to the present embodiment. [Figure 5] 10 is an example of information stored in a purchase information management system according to the present embodiment. [Figure 6] 10 is an example of information stored in a browsing medium information management system according to the present embodiment. [Figure 7] 10 is an example of information stored in an advertisement information management system according to the present embodiment. [Figure 8] 10 is an example of an advertising plan presentation process according to the present embodiment. [Figure 9] 10 is an example of a screen according to the present embodiment. [Figure 10] 10 is an example of a screen according to the present embodiment. [Figure 11] 10 is an example of a candidate medium presentation process according to the present embodiment. [Figure 12] 10 is an example of a screen according to the present embodiment. [Figure 13] 10 is an example of another advertising plan presentation process according to the present embodiment. [Figure 14] 10 is an example of a screen according to the present embodiment. DETAILED DESCRIPTION OF THE INVENTION

[0011] DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS A preferred embodiment of the present invention will be described with reference to the accompanying drawings. In the drawings, components with the same reference numerals have the same or similar configurations.

[0012] 1 is a block diagram showing an outline of an advertising plan presentation system 10 according to this embodiment. The advertising plan presentation system 10 includes an advertising plan presentation device 101, a consumer terminal 201, a business operator terminal 301, a purchase information management system 401, a browsing medium information management system 501, and an advertising information management system 601. Note that the consumer terminal 201 is illustrated as a representative of multiple terminals, and multiple consumer terminals 201 exist.

[0013] The advertising plan presentation system 10 is an information processing system in which an advertising plan presentation device 101 processes information between an operator terminal 301, a purchasing information management system 401, a viewing medium information management system 501, and an advertising information management system 601, which are communicatively connected to the advertising plan presentation device 101 via a network N, and presents advertising plans to operators who distribute advertisements.

[0014] The network N is realized by, for example, a network such as the Internet or a mobile phone network, a LAN (Local Area Network), or a network that combines these.

[0015] The advertising plan presentation device 101 is a server device having a computer that performs predetermined processes by executing predetermined programs.

[0016] The consumer terminal 201 is, for example, an information processing device used by a viewer of an advertisement or a purchaser of a product, and is a smartphone, a tablet terminal, a personal computer, or the like.

[0017] The business operator terminal 301 is, for example, an information processing device used by an advertiser or an advertising planner who supports the advertiser in providing advertisements, and is a smartphone, tablet terminal, personal computer, or the like.

[0018] The purchasing information management system 401 is, for example, a sales management system managed by a retail store or the like that sells merchandise. The purchasing information management system 401 is, for example, an information processing system configured with a terminal (such as a point-of-sale terminal, a smartphone or tablet terminal with a payment application installed) that has the function of settling payments at the store and a server connected to the terminal. Alternatively, the purchasing information management system 401 may be an information processing system that includes a server that manages an electronic commerce site (EC site) on the Internet.

[0019] The browsing medium information management system 501 is an information processing system that compiles and stores media viewed by consumers based on survey information from consumers. Here, media include, for example, video streaming sites, social networking services (SNS), web pages, etc. The browsing medium information management system 501 displays a survey on a social networking service (SNS) application and acquires responses from consumers. The browsing medium information management system 501 associates and stores the response results with the advertising ID of the consumer on whom the survey is displayed. Alternatively, the browsing medium information management system 501 presents the survey to consumers through a response website and acquires the results. The browsing medium information management system 501 may also be a system managed by the manufacturer of a consumer's smartphone or tablet device and record the usage status of the consumer's smartphone or tablet device, i.e., application usage logs. The advertising plan presentation device 101 may acquire, as browsing medium information, the usage logs of the SNS application, video streaming application, etc., recorded in the browsing medium information management system 501.

[0020] The advertising information management system 601, for example, manages the provision of advertisements through a network N. The advertising information management system 601 is, for example, an information processing system such as a server that manages an ad network and displays advertisements in advertisement spaces within a screen distributed through the network N. Alternatively, the advertising information management system 601 is, for example, an information processing system such as a server that displays advertisements in advertisement spaces within a screen distributed through the network N via a DSP (Demand Side Platform) and an SSP (Supply Side Platform). The advertising information management system 601 acquires and stores advertising fees according to the advertisement content of the advertisement placement destination from a business operator that provides a medium.

[0021] The advertisement information management system 601 also manages identification information that identifies each consumer terminal 201 that displays an advertisement. The identification information is, for example, an advertisement identifier called an advertisement ID, and is information for uniquely identifying a terminal for advertisement purposes.

[0022] The advertising information management system 601 regards an advertising ID as a single user and classifies the user into groups based on attributes such as age, hobbies, etc. For example, the advertising information management system 601 associates the advertising ID with a group divided according to demographic data, psychographic data, etc., based on demographic data such as the user's gender, age, income, etc., and psychographic data related to psychological aspects such as the user's hobbies and preferences. A group based on demographic data, psychographic data, etc. is called a segment. The advertising information management system 601 can provide targeted advertising, such as providing a predetermined advertisement, to a selected segment.

[0023] An overview of information processing by the advertising plan presentation system 10 will be described with reference to FIG.

[0024] In step (A), purchase information indicating that a consumer has purchased product A is stored in the purchase information management system 401. When product A is purchased, the seller of the product (e.g., a retail store) obtains the advertising ID of the consumer terminal 201 through a dedicated application stored in the consumer terminal 201. Specifically, a two-dimensional barcode or the like is displayed on the consumer terminal 201 through an application that manages the allocation of points according to the purchase amount, number of purchases, etc., and the two-dimensional barcode is read by the store terminal MD to obtain the advertising ID of the consumer terminal 201. The store terminal MD is a terminal that has the function of settling payments at the store. The purchase information management system 401 stores purchase information that associates the consumer's advertising ID with information indicating the product purchased by the consumer.

[0025] In step (B), the consumer answers the questionnaire and transmits the questionnaire responses to the browsed medium information management system 501. The questionnaire responses include, as medium questionnaire data, information on media that the consumer frequently browses using the consumer terminal 201. The browsed medium information management system 501 stores browsed medium information that associates the consumer's advertising ID with the medium questionnaire data.

[0026] In step (C), the advertising plan presentation device 101 acquires the browse medium information from the browse medium information management system 501 .

[0027] In step (D), the advertising plan presentation device 101 acquires purchase information from the purchase information management system 401 .

[0028] In step (E), the advertising plan presentation device 101 acquires from the business operator terminal 301 budget information indicating the advertising budget for the target product to be advertised, medium selection information indicating the medium to which the advertisement will be placed, and group identification information for identifying the second consumer group to be targeted for sales promotion of the target product.

[0029] In step (F), the advertising plan presentation device 101 acquires advertising cost information from the advertising information management system 601. The advertising cost information is information indicating advertising costs according to the plan for each medium for each medium.

[0030] Upon acquiring the advertising expense information, the advertising plan presentation device 101 allocates the budget within the budget information to optimize the effectiveness of the advertising and creates an advertising plan. During optimization, the advertising plan presentation device 101 optimizes the advertising effectiveness by allocating the budget based on the purchase information and the browsed medium information so that more advertisements are displayed in media that are frequently browsed by target consumers of the target product that is the subject of the advertisement. Specifically, the advertising effectiveness is optimized by allocating the budget so that a purchase index based on the number of unique reaches according to the budget of the target advertisement in the target medium, the purchase rate of consumers who browse the target advertisement, and the on-target rate, which is the proportion of consumers belonging to the second consumer group among consumers belonging to the first consumer group, satisfies predetermined conditions.

[0031] Here, unique reach refers to the number of users to whom an ad is displayed. Unique reach is a value used to count the reach per consumer, taking into account the number of times an ad is seen. For example, if the same user views the same type of ad on three different devices and the resulting number of impressions is "3," the unique reach will be a value of "1," with duplicates removed.

[0032] In step (G), the advertising plan presentation device 101 presents the advertising plan to the business operator through the business operator terminal 301 .

[0033] When creating an advertising plan, the advertising plan presentation device 101 creates the advertising plan based on two pieces of actual data: purchasing information indicating actual purchasing trends of consumers and information about the media actually viewed by consumers. The purchasing information makes it possible to identify consumers who are likely to purchase a target product, and the media information makes it possible to identify media that consumers are likely to view. Furthermore, the advertising plan presentation device 101 optimizes advertising effectiveness by taking into account the on-target rate, which is the proportion of consumers belonging to a first consumer group who belong to a second consumer group. In other words, by taking into account the purchase rate, which indicates the likelihood of purchase among consumers who viewed a medium (first consumer group), and the on-target rate, which indicates the proportion of consumers who viewed a medium who are targeted for sales promotion of the target product (second consumer group), into account, an advertising plan is created that places more advertisements in media that are likely to be viewed by consumers, which are likely to lead to purchases and effectively reach the target demographic. This makes it possible to create an appropriate advertising plan within the advertising budget.

[0034] 3, the configurations of the advertising plan presentation device 101, the consumer terminal 201, the purchase information management system 401, the browse medium information management system 501, and the advertising information management system 601 will be described. Each part of the advertising plan presentation device 101, the consumer terminal 201, the purchase information management system 401, the browse medium information management system 501, and the advertising information management system 601 can be realized in each terminal, device, or system by using a storage area such as a memory, or by a processor executing a program stored in the storage area.

[0035] The following describes the advertising plan presentation device 101. The advertising plan presentation device 101 has a storage unit 1011, a communication unit 1012, a browsing medium information acquisition unit 1013, a purchase information acquisition unit 1014, a budget information acquisition unit 1015, a medium selection information acquisition unit 1016, an advertising cost information acquisition unit 1017, a consumer group identification unit 1018, a purchase rate acquisition unit 1019, and an advertising plan presentation unit 1020.

[0036] The storage unit 1011 stores various types of information used in the processing of the advertising plan presentation device 101. The storage unit 1011 has a consumer DB 10111 and a product DB 10112.

[0037] The consumer DB10111 and the product DB10112 will be described with reference to Figure 4. Consumer information is stored in the consumer DB10111. The consumer information has the fields of "advertising ID", "cluster label", and "attributes". The "advertising ID" stores the advertising ID stored in the consumer terminal 201. The "cluster label" stores cluster label information generated by clustering consumer characteristics. The "attributes" store the attributes of the consumer. Here, the "cluster label" is information indicating the consumer's purchasing tendencies and interests, and is information obtained by analyzing the consumer. The "attributes" are information obtained from the consumer, such as the consumer's gender, age group, and residential area.

[0038] In the example of Figure 4, a consumer with advertising ID "D001" is assigned the cluster labels "highly beauty conscious" and "interested in hair care" as "cluster labels," and the "attributes" are "female" and "age 20-40."

[0039] The product DB 10112 stores, as product information, information on products that are the subject of advertising, products that have been advertised in the past, or products related to the products that are the subject of advertising.

[0040] Product information has the following fields: "Product Name," "Product ID," and "Product Label." The "Product Name" field stores the name of the product. The "Product ID" field stores information that identifies each product. The product ID is, for example, a GTIN (Global Trade Item Number), which is a code that identifies a business and a product. In Japan, the JAN code (Japanese Article Number) is used.

[0041] The "product label" item includes a "characteristic label" corresponding to the cluster label and an "attribute label" corresponding to the attribute. The "characteristic label" stores information indicating the nature of the product, the value provided by the product, the unique functions of the product, etc. The "attribute label" stores the attributes of the consumers targeted by the product.

[0042] For example, a product with the product name "Product A" has a product ID of "MID001", and the product labels stored include characteristic labels of "treatment", "for women", and "highly moisturizing", and attribute labels of "female", "age 20-40", and "urban resident". Also, a product with the product name "Product B" has a product ID of "MID002", and the product labels stored include characteristic labels of "hair oil", "natural ingredients", and "highly moisturizing", and attribute labels of "female", "age 20-40", and "urban resident".

[0043] Returning to Fig. 3, the description of each unit will be continued. The communication unit 1012 controls communication between the advertising plan presentation device 101 and external parties including the business operator terminal 301, the purchase information management system 401, the browsing medium information management system 501, and the advertising information management system 601 via the network N.

[0044] The viewed medium information acquisition unit 1013 acquires viewed medium information in which an advertising ID (consumer identification information) that identifies each of a plurality of consumers is associated with medium information that indicates each of a plurality of media viewed by each of the plurality of consumers. The viewed medium information acquisition unit 1013 acquires the viewed medium information from the viewed medium information management system 501.

[0045] The purchase information acquisition unit 1014 acquires the advertising ID of each of the multiple consumers and the purchase information indicating the product purchase history of each of the multiple consumers. The purchase information acquisition unit 1014 acquires the purchase information from the purchase information management system 401.

[0046] The budget information acquisition unit 1015 acquires budget information indicating the budget of the target advertisement for the target product from the business operator terminal 301.

[0047] The medium selection information acquisition unit 1016 acquires medium selection information for selecting one or more target media from a plurality of media. The target media are media to which advertisements will be placed. The medium selection information acquisition unit 1016 acquires the medium selection information from the business operator terminal 301.

[0048] In addition, the medium selection information acquisition unit 1016 may identify a medium group that includes media viewed by consumers belonging to the second consumer group among multiple media, based on the viewed medium information and consumer identification information of consumers belonging to the second consumer group described below.

[0049] In addition, the medium selection information acquisition unit 1016 may present the business operator with candidate medium information indicating one or more candidate media among multiple media that are candidates for advertising placement based on specified conditions for purchase rate, and may acquire medium selection information for selecting the target media from the business operator terminal 301 via the business operator terminal 301.

[0050] The advertising cost information acquiring unit 1017 acquires advertising cost information indicating advertising costs for each of one or more target media from the advertising information management system 601.

[0051] The consumer group identification unit 1018 identifies a consumer group from among the multiple consumers based on predetermined conditions. The consumer group identification unit 1018 identifies a first consumer group from among the multiple consumers, including consumers who viewed the target medium, based on the viewed medium information.

[0052] Furthermore, the consumer group identification unit 1018 may acquire group identification information for identifying the second consumer group, and identify the second consumer group from among the multiple consumers based on the group identification information. Furthermore, the consumer group identification unit 1018 may identify the first consumer group so as to include, among the consumers belonging to the second consumer group, consumers who viewed the target medium.

[0053] Here, the consumer group identification unit 1018 may acquire cluster information indicating a plurality of clusters to which the characteristics of a plurality of consumers are clustered and cluster label information indicating the characteristics is associated, and identify the second consumer group based on the cluster information. In this case, the group identification information is product label information associated with the target product, and the consumer group identification unit 1018 may identify the second consumer group as a group of consumers belonging to a cluster, among the plurality of clusters, having cluster label information corresponding to the product label information.

[0054] Furthermore, the group identification information is attribute information indicating the attributes of consumers, and the consumer group identification unit 1018 may identify the second consumer group as a group of consumers having attributes corresponding to the group identification information.

[0055] Furthermore, the group identification information is information about the target product, and the consumer group identification unit 1018 may identify the second consumer group as a group of consumers who have purchased related products that are related to the target product.

[0056] The purchasing rate acquisition unit 1019 acquires, based on the purchasing information, the purchasing rates of the consumers belonging to the first consumer group for related products related to the target product by medium.

[0057] The advertising plan presenting unit 1020 acquires an on-target rate, which is the ratio of consumers belonging to the second consumer group to consumers belonging to the first consumer group. The advertising plan presenting unit 1020 may calculate the on-target rate itself to acquire the on-target rate, or may acquire an on-target rate calculated by another information processing device.

[0058] The advertising plan presentation unit 1020 presents to the business operator an advertising plan in which the cost of the target advertisement is optimized so that a purchase index based on the number of unique reaches according to the budget of the target advertisement in one or more target media, the purchase rate, and the on-target rate, which is based on the budget information and the advertising expense information, satisfies predetermined conditions. Also, the advertising plan presentation unit 1020 presents to the business operator a second advertising plan that can be compared with the first advertising plan, which is optimized based on a second purchase index not based on the on-target rate, and which is based on the number of unique reaches according to the budget of the target advertisement in one or more target media and the purchase rate of consumers who view the target advertisement.

[0059] The consumer terminal 201 has a memory unit 2011, a display unit 2012, a communication unit 2013, and a control unit 2014. The memory unit 2011 stores an advertising ID 20111 of the consumer terminal 201. The memory unit 2011 also stores an application 20112. The application 20112 is, for example, a web browser for Internet browsing or a dedicated application for a retail store to manage the allocation of points to users. The display unit 2012 is, for example, a display. The communication unit 2013 controls communication between the consumer terminal 201 and the outside. The control unit 2014 controls various information processing operations in the consumer terminal 201.

[0060] The purchasing information management system 401 will now be described. The purchasing information management system 401 has a storage unit 4011, a communication unit 4012, and a control unit 4013. The communication unit 4014 controls communication between the purchasing information management system 401 and the outside. The control unit 4015 controls various information processes in the purchasing information management system 401.

[0061] The storage unit 4011 has a purchase information DB 40111. The information stored in the purchase information DB 40111 will be described with reference to Fig. 5. The purchase information has the fields of "advertising ID", "product name", and "product ID". For example, the purchase information stores that a consumer with an advertising ID of "D001" purchased a product with a product name of "product A" and a product ID of "MID001".

[0062] The following describes the viewing medium information management system 501. The viewing medium information management system 501 has a storage unit 5011, a communication unit 5012, and a control unit 5013. The communication unit 5012 controls communication between the viewing medium information management system 501 and the outside. The control unit 5013 controls various information processes in the viewing medium information management system 501.

[0063] The storage unit 5011 has a viewed medium information DB 50111. The information stored in the viewed medium information DB 50111 will be described with reference to FIG. 6. The viewed medium information has the items of "advertising ID" and "medium survey data". The "medium survey data" stores information on media that consumers frequently view as a result of a survey answered by the consumer. In the example of FIG. 6, it is stored that a consumer with an advertising ID of "D001" frequently views "medium A, medium B", etc.

[0064] The following describes the advertising information management system 601. The advertising information management system 601 has a storage unit 6011, a communication unit 6012, and a control unit 6013. The communication unit 6012 controls communication between the advertising information management system 601 and the outside. The control unit 6013 controls various information processes in the advertising information management system 601.

[0065] The storage unit 6011 has an advertising cost information DB 60111. The information stored in the advertising cost information DB 60111 will be described with reference to FIG. 7. The advertising cost information has the fields of "medium" and "fee." "Medium" stores information identifying the medium on which the advertisement is displayed. "Fee" stores a fee according to the display format of the advertisement on the medium. The display format of the advertisement is, for example, a setting regarding the display method of the advertisement, such as whether the advertisement is an image advertisement or a video advertisement, and a setting regarding the display time of the advertisement. In the example of FIG. 7, when the medium is "medium A," the fees stored are "Plan A1: XXX yen, Plan A2: YYY yen."

[0066] With reference to FIG. 8, the information processing in the advertising plan presentation system 10 will be described.

[0067] In step S801, the browse medium information acquisition unit 1013 acquires browse medium information from the browse medium information management system 501.

[0068] In step S802, the purchasing information acquisition unit 1014 acquires purchasing information from the purchasing information management system 401.

[0069] In step S803, the budget information acquisition unit 1015 acquires budget information from the business operator terminal 301. At this time, the budget information acquisition unit 1015 may acquire target product information along with the budget information.

[0070] In step S 804 , the medium selection information acquisition unit 1016 acquires the medium selection information from the operator terminal 301 .

[0071] In step S805, the advertising cost information acquisition unit 1017 acquires advertising cost information from the advertising information management system 601.

[0072] In step S806, the consumer group identification unit 1018 identifies the first consumer group that viewed the target medium based on the viewed medium information.

[0073] In step S807, the purchase rate acquisition unit 1019 acquires a purchase rate including the purchase rate of related products related to the target product by medium. The purchase rate acquisition unit 1019 can, for example, identify the advertising ID of consumers who view each medium based on the viewed medium information, and calculate and acquire the purchase rate based on whether the related product was purchased by the consumers with the identified advertising ID. For example, if there are 1,000 consumers who view medium A, and 500 of the consumers who viewed medium A purchased the related product, the purchase rate information will be 0.5 (500 / 1,000). Note that the purchase rate does not necessarily have to be calculated by the purchase rate acquisition unit 1019, and may be calculated by another information processing device and acquired.

[0074] In step S808, the consumer group identification unit 1018 acquires group identification information for identifying the second consumer group that is the target of the sales promotion of the target product.

[0075] In step S809, the consumer group identification unit 1018 identifies the second consumer group based on the group identification information.

[0076] In step S810, the advertising plan presentation unit acquires the on-target ratio, which is the ratio of consumers belonging to the second consumer group to consumers belonging to the first consumer group. For example, if there are 1,000 consumers viewing medium A, and 100 of those consumers who viewed medium A are consumers who are the promotion target for the target product, the on-target ratio is 0.1 (100 / 1,000).

[0077] In step S811, the advertising plan presenting unit 1020 calculates a purchase index based on the budget information, advertising expense information, purchase rate, and on-target rate. The purchase index is, for example, the product of the number of unique reaches, the purchase rate, and the on-target rate. In other words, the purchase index can be written as (purchase index) = (number of unique reaches) x (purchase rate) x (on-target rate). The number of unique reaches is an index that fluctuates as the number of impressions increases according to advertising expenses. The number of impressions refers to the number of times an advertisement is displayed, and a predicted value can be calculated by dividing the advertising budget for each medium by the advertising display cost for each medium. The number of unique reaches is the number of people reached, excluding overlapping users to whom the advertisement was displayed from the number of impressions, and there is an upper limit for each medium. The purchase rate is the purchase rate for each medium obtained in step S808.

[0078] In addition, the purchase index may be calculated by using a separate learning model to predict the purchase rate as the "predicted purchase rate of the target product," and then using the predicted purchase rate, the purchase index may be calculated as (number of unique reaches) x (predicted purchase rate) x (on-target rate).

[0079] In step S811, the advertising plan presenting unit 1020 creates an advertising plan in which the cost of the target advertisement is optimized so that the purchase index satisfies a predetermined condition. As the advertising cost increases, the number of unique reaches increases, and as a result, the purchase index also increases. However, because there is a limit to the number of users who view an advertisement through a medium, the number of unique reaches reaches the limit even if the budget is increased, and no further advertising effect can be obtained. In other words, the existence of a limit to the number of unique reaches is a constraint on optimizing the cost of the target advertisement. Therefore, the advertising plan presenting unit 1020 creates an advertising plan in which the cost of the target advertisement is optimized, for example, by allocating the budget to each medium so as to satisfy the condition that the product of the number of unique reaches, the purchase rate, and the on-target rate is maximized.

[0080] In step S813, the advertising plan presenting unit 1020 presents the advertising plan to the user.

[0081] 9 and 10, an example of a screen related to the presentation of an advertising plan will be described. Fig. 9 shows a screen 901 displayed on the business operator terminal 301. The screen 901 has a budget input field 9011, a medium selection field 9012, a period input field 9013, and a product information input field 9014.

[0082] In the budget input field 9011, the budget for the advertisement is input, for example, "250,000 yen."

[0083] The selected medium and medium menu (advertising format for the medium), and the average frequency for the medium (the average number of times the same advertisement is displayed to one consumer) are input in the medium selection field 9012. In the example of FIG. 9, medium A, medium B, and medium C are input along with their respective medium menus and average frequencies. The advertisement distribution period is input in the period input field 9013. Information specifying the target product is input in the product information input field 9014, such as "MID0001" as the product ID. When the business operator selects the "Confirm Plan" button at the bottom of the screen 901, the advertising plan presentation device 101 creates an advertising plan.

[0084] 10 shows an example of a screen 1001 on which an advertising plan is presented. A budget display field 10011 displays the budget entered by the business operator. An advertising plan display field 10012 displays an optimized advertising plan.

[0085] In the advertising plan display field 10012, as a result of optimization, medium A and medium B are identified as the media to be advertised out of medium A, medium B, and medium C, and the budget allocation results are displayed. The advertising plan display field 10012 displays the cost, the number of unique reaches for each medium, the purchase rate, the on-target rate, the frequency, the impressions (the product of the number of unique reaches and the frequency), and the purchase lift. The cost is the advertising cost for each medium. The purchase lift is an index indicating the degree of increase in purchase rate when an advertisement is placed in the medium, and is the ratio of purchase rates between the group that viewed the advertisement and the group that did not view the advertisement. More specifically, the purchase lift is an index for comparing which group has a higher purchase rate of the target product between the group of consumers who use medium A among the providers of the viewed medium information and the entire consumer group to which the viewed medium information was provided. The purchase lift is calculated as (purchase rate by consumers using medium A) / (purchase rate by all consumers included in the viewed medium information). As shown in FIG. 10, for example, by allocating a larger budget to medium A, the budget is optimized to improve the purchase lift.

[0086] The presentation of candidate media will be described with reference to FIG.

[0087] In step S1101, the advertising plan presentation device 101 acquires target product information through the business operator terminal 301.

[0088] In step S1102, the purchase information acquisition unit 1014 acquires the purchase rate of related products related to the target product by medium.

[0089] In step S1103, the medium selection information acquisition unit 1016 identifies one or more candidate media from among the multiple media as candidates for advertisement placement based on a predetermined condition for the purchase rate. Here, the predetermined condition can be, for example, a condition that the purchase rate is 0.70 or higher, since it is considered that a medium with a purchase rate of a certain level or higher is likely to be viewed by a consumer and, if the purchase rate is high, it is likely that the consumer will make a purchase as a result of viewing the advertisement.

[0090] In step S1104, the medium selection information acquisition unit 1016 presents candidate medium information indicating the candidate media to the business operator.

[0091] An example of a screen 1201 presenting candidate medium information will be described with reference to FIG. 12. A product ID is entered in a product information input field 12011 to select a target product. A candidate medium display field 12012 displays information about the candidate medium identified by the medium selection information acquisition unit 1016. In the example of FIG. 12, the candidate media are medium A, medium B, and medium C, and the purchase rates for these media are 0.80, 0.75, and 0.70, respectively. Screen 1201 is displayed on, for example, the business operator terminal 301, and the business operator can use the candidate medium information to select media to be targeted for optimization of the advertising plan.

[0092] Another example of the advertising plan presentation process will be described with reference to Fig. 13. Here, the process from step S807 onwards in Fig. 8 will be described.

[0093] In step S1301, the consumer group identification unit 1018 acquires cluster information of the target product from the business operator terminal 301.

[0094] In step S1302, the consumer group identification unit 1018 refers to the product DB 10112 and acquires product label information of related products that are related to the target product.

[0095] In step S1303, the consumer group identification unit 1018 identifies a fourth consumer group as a group of consumers belonging to a cluster having cluster label information corresponding to the product label information. The consumer group identification unit 1018 refers to the consumer DB 10111 and identifies a second consumer group (on-target demographic) based on the cluster label associated with the consumer. The consumer group identification unit 1018 may also identify the second consumer group (on-target demographic) as a group of consumers who purchased related products related to the target product among multiple consumers based on purchase information.

[0096] In step S1304, the advertising plan presenting unit 1020 acquires an on-target rate, which is the ratio of consumers belonging to the second consumer group to consumers belonging to the first consumer group.

[0097] In step S1305, the advertising plan presenting unit 1020 calculates a purchase index based on the budget information, advertising cost information, the number of unique reaches, the purchase rate, and the on-target rate.

[0098] In step S1306, the advertising plan presenting unit 1020 creates an advertising plan in which the cost of the target advertisement is optimized so that the purchase index satisfies a predetermined condition.

[0099] In step S1305, the advertising plan presenting unit 1020 presents the advertising plan to the user. At this time, the advertising plan presenting unit 1020 presents to the business operator an advertising plan optimized by a purchase index that takes into account the on-target rate and an advertising plan optimized based on a purchase index that does not take into account the on-target rate, based on advertising cost information and purchase rate, in a manner that allows them to be compared.

[0100] 14, a screen 1401 displayed on the business operator terminal 301 will be described. A budget display field 14011 displays the budget set by the business operator.

[0101] The advertising plan display field 14012 displays an advertising plan that has been optimized using a purchasing index that takes into account the on-target rate, which has been generated by the process described with reference to Fig. 13. The information displayed in the advertising plan display field 14012 is the same as the information displayed in the advertising plan display field 10012.

[0102] The advertising plan display field 14013 displays an advertising plan optimized for the first consumer group without taking into account the on-target rate.

[0103] In the advertising plan display field 14012, the on-target rate is taken into consideration, and as a result of identifying the first consumer group, the number of unique reaches decreases and the frequency increases. However, because the advertisement is directed to consumers who have purchased related products related to the target product and are the target of the target product, the purchase lift increases. For example, the purchase lift when advertising on medium A is "1.27" overall, but when targeting the second consumer group (on-target), it becomes "1.85," indicating a more effective advertisement. As a result, an advertising plan is created that reduces advertising costs relative to the number of purchases. This allows businesses to make advertising decisions based on clearer grounds.

[0104] The above-described embodiments are intended to facilitate understanding of the present invention and are not intended to limit the present invention. The elements of the embodiments, as well as their arrangement, conditions, shape, size, etc., are not limited to those illustrated and can be modified as appropriate. Furthermore, configurations shown in different embodiments can be partially substituted or combined with each other. [Explanation of symbols]

[0105] 10... Advertising plan presentation system, 101... Advertising plan presentation device, 1013... Viewing medium information acquisition unit 1013, 1014... Purchasing information acquisition unit 1014, 1015... Budget information acquisition unit 1015, 1016... Medium selection information acquisition unit, 1017... Advertising cost information acquisition unit, 1018... Consumer group identification unit, 1019... Purchase rate acquisition unit, 1020... Advertising plan presentation unit

Claims

1. On the computer, Acquiring browsed medium information in which consumer identification information identifying each of a plurality of consumers is associated with medium information indicating each of a plurality of media browsed by each of the plurality of consumers; acquiring the consumer identification information of each of the plurality of consumers and purchase information indicating the product purchase history of each of the plurality of consumers; obtaining budget information indicating a budget for a target advertisement for a target product; acquiring medium selection information for selecting one or more target media from a plurality of media; acquiring advertising cost information indicating advertising costs in each of the one or more target media; Identifying a first consumer group including consumers who viewed the target medium among the plurality of consumers based on the viewed medium information; acquiring a purchasing rate of a related product related to the target product by each medium of consumers belonging to the first consumer group based on the purchasing information; Identifying the second consumer group from among the plurality of consumers based on group identification information for identifying a second consumer group that is to be targeted for sales promotion of the target product; Obtaining an on-target rate, which is the proportion of consumers belonging to the second consumer group among consumers belonging to the first consumer group; and presenting to the user an advertising plan in which the cost of the target advertisement is optimized so that a purchase index based on the number of unique reaches according to the budget of the target advertisement in the one or more target media based on the budget information and the advertising expense information, the purchase rate, and the on-target rate meets specified conditions.

2. 2. The program according to claim 1, The computer, acquiring target product information indicating the target product; and presenting to the user candidate medium information indicating one or more candidate mediums among the plurality of media that are candidates for placement of the target advertisement based on a predetermined condition for the purchase rate; The medium selection information is information on the one or more target media selected from the one or more candidate media.

3. 2. The program according to claim 1, The computer, clustering the characteristics of the plurality of consumers and obtaining cluster information indicating a plurality of clusters to which cluster label information indicating the characteristics is associated; and acquiring target product information indicating the target product; the group identification information is product label information associated with the target product, The second consumer group is identified as a group of consumers who belong to a cluster among the plurality of clusters that has the cluster label information corresponding to the product label information.

4. 2. The program according to claim 1, the group identification information is attribute information indicating attributes of each of the plurality of consumers, The second consumer group is identified as a group of consumers having the attribute.

5. 2. The program according to claim 1, The computer, acquiring target product information indicating the target product; The second consumer group is identified as a group of consumers who have purchased related products related to the target product among the plurality of consumers based on the purchase information.

6. 2. The program according to claim 1, The purchasing index is a first purchasing index, and the advertising plan is a first advertising plan; The computer, The program further executes presenting to the user the first advertising plan and a second advertising plan optimized based on a second purchasing index not based on the on-target rate, based on the number of unique reaches according to the budget of the target advertisement in the one or more target media and the purchase rate of consumers who view the target advertisement, in a comparative manner.

7. a browsed medium information acquisition unit that acquires browsed medium information in which consumer identification information that identifies each of a plurality of consumers is associated with medium information that indicates each of a plurality of media browsed by each of the plurality of consumers; a purchase information acquisition unit that acquires the consumer identification information of each of the plurality of consumers and purchase information indicating the product purchase history of each of the plurality of consumers; a budget information acquisition unit that acquires budget information indicating a budget for a target advertisement for a target product; a medium selection information acquisition unit that acquires medium selection information for selecting one or more target media from a plurality of media; an advertising cost information acquisition unit that acquires advertising cost information indicating advertising costs for each of the one or more target media; a consumer group identification unit that identifies a first consumer group including consumers who viewed the target medium among the plurality of consumers based on the viewed medium information, and identifies the second consumer group among the plurality of consumers based on group identification information for identifying a second consumer group that will be targeted for sales promotion of the target product; a purchase rate acquisition unit that acquires, based on the purchase information, a purchase rate of a related product related to the target product by medium of consumers belonging to the first consumer group; an advertising plan presentation unit that acquires an on-target rate, which is the proportion of consumers belonging to the second consumer group among consumers belonging to the first consumer group, and presents to a user an advertising plan in which the cost of the target advertisement is optimized so that the number of unique reaches of the target advertisement in the one or more target media based on the budget information and the advertising expense information, the purchase rate, and a purchase index based on the on-target rate satisfy specified conditions.

8. The computer Acquiring browsed medium information in which consumer identification information identifying each of a plurality of consumers is associated with medium information indicating each of a plurality of media browsed by each of the plurality of consumers; acquiring the consumer identification information of each of the plurality of consumers and purchase information indicating the product purchase history of each of the plurality of consumers; obtaining budget information indicating a budget for a target advertisement for a target product; acquiring medium selection information for selecting one or more target media from a plurality of media; acquiring advertising cost information indicating advertising costs in each of the one or more target media; Identifying a first consumer group including consumers who viewed the target medium among the plurality of consumers based on the viewed medium information; acquiring a purchasing rate of a related product related to the target product by each medium of consumers belonging to the first consumer group based on the purchasing information; Identifying the second consumer group from among the plurality of consumers based on group identification information for identifying a second consumer group that is to be targeted for sales promotion of the target product; Obtaining an on-target rate, which is the proportion of consumers belonging to the second consumer group among consumers belonging to the first consumer group; presenting to a user an advertising plan in which the cost of the target advertisement is optimized so that a purchase index based on the number of unique reaches according to the budget of the target advertisement in the one or more target media based on the budget information and the advertising cost information, the purchase rate, and the on-target rate meets specified conditions.

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