Advertising analysis equipment

Abstract

When multiple advertisements for a single product are run in parallel, the effectiveness of each advertisement can be separated and understood. [Solution] The system includes a purchasing information storage means for storing, as time-series data, product identification information for identifying a target product, excess sales obtained by subtracting a standard sales amount from the sales amount for the target product, advertisement identification information for identifying each advertisement carried out to promote the sales of the target product, and the dates on which the sales were recorded and the advertisements were carried out, in association with each other; and an advertisement effectiveness analysis means for calculating the excess sales amount for each advertisement identification information by performing notification analysis on information on different dates related to one of the product identification information.

Description

[Technical Field]

[0001] Regarding advertising techniques. [Background technology]

[0002] Advertising is the active dissemination of information about products and services to the public in order to promote sales of those products and services. In the past, advertising for products and services has been frequent, but it has been difficult to carry out effective advertising and to accurately verify the effectiveness of that advertising.

[0003] In this environment, there has been active development of technology to verify the effectiveness of advertisements. For example, Patent Document 1 proposes a technology that takes into consideration the user's current situation and preferences, notifies the user of advertisements that are likely to be effective, and verifies the effectiveness of those advertisements. [Prior art documents] [Patent documents]

[0004] [Patent Document 1] Patent No. 6577161 Summary of the Invention [Problem to be solved by the invention]

[0005] However, the above-mentioned conventional technology has a problem in that when multiple advertisements for one product are run in a overlapping manner, it is not possible to separate and grasp the effectiveness of each of the advertisements that are run.

[0006] In view of the above problems, the present invention aims to provide an advertising analysis device that can separate and understand the effectiveness of each advertisement when multiple advertisements for a single product are run in overlapping fashion. [Means for solving the problem]

[0007] One embodiment of the disclosed advertising analysis device is to provide, for each product identification information that identifies a target product, Regarding the applicable products The system is characterized by having a purchase information storage means that associates excess sales, obtained by subtracting base sales from sales for the target product, with multiple pieces of advertisement identification information that identify the advertisements, and stores them as time-series data, for each date on which sales are recorded and an advertisement for promoting the target product is carried out, and an advertising effectiveness analysis means that calculates the excess sales for each piece of advertisement identification information by performing numerical analysis on information for different dates related to one piece of product identification information stored in the purchase information storage means.

[0008] Another aspect of the disclosed advertising analysis device is to provide a method for analyzing advertisements by using, for each product identification information that identifies a target product, Regarding the applicable products The system is characterized by having a purchase information storage means that, for each date on which sales are recorded and an advertisement for promoting the target product is carried out, associates excess sales, which are the sales for the target product minus base sales, with multiple pieces of advertisement identification information that identify the advertisements, and the degree of exposure in each of the advertisements, and stores these as time-series data; and an advertising effectiveness analysis means that calculates the excess sales for each piece of advertisement identification information taking into account the degree of exposure by performing a numerical analysis on information on different dates related to one of the product identification information stored in the purchase information storage means. [Effects of the Invention]

[0009] The disclosed advertising analysis device can separate and understand the effectiveness of each of the advertisements that are run in a overlapping manner for one product. [Brief explanation of the drawings]

[0010] [Figure 1] 1 is a diagram illustrating an overview of an advertising analysis device according to an embodiment of the present invention. [Figure 2] FIG. 2 is a functional block diagram of the advertising analysis device according to the present embodiment. [Figure 3] FIG. 2 is a diagram showing an example of a purchasing information storage unit according to the present embodiment. [Figure 4] FIG. 2 is a diagram showing an example of a purchasing information storage unit according to the present embodiment. [Figure 5] FIG. 1 is a diagram illustrating an example of a hardware configuration of an advertising analysis device according to an embodiment of the present invention. [Figure 6] 10 is a flowchart showing the flow of an example of processing (when exposure degree 280 is not taken into consideration) by the advertising analysis device according to the present embodiment. [Figure 7] 10 is a flowchart showing the flow of an example of processing (when considering exposure degree 280) by the advertising analysis device according to the present embodiment. DETAILED DESCRIPTION OF THE INVENTION

[0011] DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS An embodiment of the present invention will be described with reference to the drawings. (Operation principle of the advertising analysis device according to this embodiment)

[0012] The operating principle of an advertising analysis device 100 according to this embodiment (hereinafter simply referred to as "this device") will be described using Figures 1 to 4. Figure 1 is a diagram showing the connection relationship between this device 100 and other devices, and Figure 2 is a functional block diagram of this device 100. Figures 3 and 4 are diagrams showing an example of a purchase information storage means 110, which will be described later.

[0013] 1, the device 100 is connected to a user terminal 310 operated by a user 300 via a communication network 320. The communication network 320 may be either wired or wireless. The user terminal 310 may be a mobile information terminal such as a smartphone, or may be a desktop or notebook personal computer. As shown in FIG. 2, the device 100 includes a purchase information storage unit 110, a target information receiving unit 120, and an advertising effectiveness analysis unit .

[0014] The purchase information storage means 110 stores, as time-series data, product identification information 220 that identifies the target product 210, excess sales 250 obtained by subtracting standard sales 240 from sales 230 for the product 210, advertisement identification information 270 that identifies each advertisement 260 carried out to promote the sales of the product 210, the exposure level 280 of each advertisement 260, and the date 290 on which the sales 230 were recorded and the advertisement 260 was carried out, in association with each other.

[0015] Sales amount 230 is, for example, daily sales of product 210, and is sales corresponding to the period of date 290. Base sales amount 240 can be determined appropriately for each product 210, and has the same units as sales amount 230. Excess sales amount 250 is information representing so-called added value.

[0016] The advertisement 260 may be, for example, a digital advertisement, an advertisement using a medium such as a newspaper, magazine, radio, or television, a transportation advertisement, or an advertisement using other media. The exposure degree 280 may be, for example, the number of times the advertisement 260 is displayed or the amount (cost) invested in the advertisement 260.

[0017] Fig. 3 is an example of data that does not include the exposure degree 280. As shown in Fig. 3, the purchase information storage means 110 associates and stores, as time-series data, for example, date 290: April 1, product identification information 270: detergent A, excess sales of 250: 500 (units may be arbitrary), and advertisement identification information 270: advertisement B, advertisement C, advertisement D, and advertisement E. The purchase information storage means 110 also associates and stores, as time-series data, for example, date 290: April 2, product identification information 270: detergent A, excess sales of 250: 400 (units may be arbitrary), and advertisement identification information 270: advertisement C, advertisement D, and advertisement E.

[0018] Fig. 4 is an example of data including the exposure degree 280. As shown in Fig. 4, the purchase information storage means 110 associates and stores, as time-series data, for example, date 290: April 1, product identification information 270: detergent A, excess sales 250:500 (unit is arbitrary), (advertisement identification information 270, exposure degree 280) = (advertisement B, 10 (unit is arbitrary)), (advertisement C, 10 (unit is arbitrary)), (advertisement D, 10 (unit is arbitrary)), (advertisement E, 10 (unit is arbitrary)). Furthermore, the purchase information storage means 110 associates, for example, date 290: April 3, product identification information 270: detergent A, excess sales 250:300 (any unit), (advertisement identification information 270, exposure level 280) = (advertisement B, 15 (any unit)), (advertisement D, 10 (any unit)), (advertisement E, 10 (any unit)), and stores them as time-series data. Note that (advertisement identification information 270, exposure level 280) = (advertisement C, 0 (any unit)) may also be added. The target information receiving means 120 receives, from the user terminal 310, product identification information 220 relating to the product 210 that is to be analyzed by the device 100.

[0019] The advertising effectiveness analysis means 130 calculates excess sales 250 for each piece of advertising identification information 270 by performing numerical analysis on information on different dates 290 related to product identification information 220 that is stored in the purchase information storage means 110 and received by the target information receiving means 120. The method of numerical analysis is not limited.

[0020] For example, the advertising effectiveness analysis means 130 calculates the combinations (advertising identification information 270, excess sales 250) = (advertising B, 100), (advertising C, 200), (advertising D, 150), (advertising E, 50) by appropriately taking the difference between the data on different dates 290 related to the product identification information 220: detergent A for the information shown in Figure 3.

[0021] Furthermore, the advertising effectiveness analysis means 130 may be configured to perform a numerical analysis on information on different dates 290 related to the product identification information 220 stored in the purchase information storage means 110 and received by the target information receiving means 120, thereby calculating excess sales 250 for each advertisement identification information 270 taking into consideration the exposure degree 280. The method of numerical analysis is not limited.

[0022] For example, the advertising effectiveness analysis means 130 calculates the combinations (advertising identification information 270, excess sales 250) = (advertising B, 300), (advertising C, 50), (advertising D, 50), (advertising E, 100) by taking appropriate differences in consideration of the exposure level 280 for data on different dates 290 related to product identification information 220: detergent A shown in Figure 4.

[0023] Based on the above-described operating principle, when a plurality of advertisements 260 for one product 210 are displayed in a superimposed manner, the device 100 can separately grasp the effectiveness of each of the displayed advertisements 260. (Hardware configuration of the advertising analysis device according to this embodiment)

[0024] An example of the hardware configuration of the device 100 will be described using Fig. 5. Fig. 5 is a diagram showing an example of the hardware configuration of the device 100. As shown in Fig. 5, the device 100 has a CPU (Central Processing Unit) 510, a ROM (Read-Only Memory) 520, a RAM (Random Access Memory) 530, an auxiliary storage device 540, a communication I / F 550, an input device 560, a display device 570, and a storage medium I / F 580.

[0025] CPU 510 is a device that executes programs stored in ROM 520, performs arithmetic processing on data loaded into RAM 530 in accordance with program instructions, and controls the entire device 100. ROM 520 stores programs and data to be executed by CPU 510. When CPU 510 executes a program stored in ROM 520, the programs and data to be executed are loaded into RAM 530, and RAM 530 temporarily holds the arithmetic data during the calculation.

[0026] The auxiliary storage device 540 is a device that stores the OS (Operating System), which is basic software, the application program according to the present embodiment, and other related data. The auxiliary storage device 540 is, for example, a HDD (Hard Disk Drive) or flash memory, and includes the purchase information storage means 110.

[0027] The communication I / F 550 is an interface for connecting to a communication network 320 such as a wired or wireless LAN (Local Area Network) or the Internet, and for transmitting and receiving data to and from another device 310 that provides a communication function.

[0028] The input device 560 is a device such as a keyboard for inputting data to the device 100. The display device (output device) 570 is a device formed of an LCD (Liquid Crystal Display) or the like, and functions as a user interface when the user uses the functions of the device 100 or when making various settings. The storage medium I / F 580 is an interface for sending and receiving data to and from a storage medium 590 such as a CD-ROM, DVD-ROM, or USB memory.

[0029] Each of the means included in device 100 may be realized by CPU 510 executing a program corresponding to each of the means stored in ROM 520 or auxiliary storage device 540. Each of the means included in device 100 may also be realized by hardware that performs the processing associated with the means. Alternatively, device 100 may be caused to execute the program by loading the program according to the present invention from an external server device via communication I / F 550 or from storage medium 590 via storage medium I / F 580. (Example of processing by the advertising analysis device according to the present embodiment) (1) Example of processing when exposure level is not 280 The flow of an example of processing by the device 100 will be described with reference to Fig. 6. Fig. 6 is a flowchart showing the flow of an example of processing by the device 100.

[0030] In S10, the target information receiving means 120 receives, from the user terminal 310, the product identification information 220 relating to the product 210 that is to be analyzed by the device 100. The target information receiving means 120 receives, for example, "detergent A" as the product identification information 220.

[0031] In S20, the advertising effectiveness analysis means 130 performs numerical analysis on the information stored in the purchase information storage means 110 and on different dates 290 related to the product identification information 220 received in S10, thereby calculating excess sales 250 for each piece of advertising identification information 270. Note that the method of numerical analysis is not limited.

[0032] For example, the advertising effectiveness analysis means 130 calculates the combinations (advertising identification information 270, excess sales 250) = (advertising B, 100), (advertising C, 200), (advertising D, 150), (advertising E, 50) by taking the difference between the data for different dates 290 related to the product identification information 220: detergent A for the information shown in Figure 3.

[0033] By performing the above-described processing, when a plurality of advertisements 260 for one product 210 are displayed in a superimposed manner, the device 100 can separately grasp the effectiveness of each of the displayed advertisements 260. (2) Example of processing when exposure level is 280 The flow of an example of processing by the device 100 will be described with reference to Fig. 7. Fig. 7 is a flowchart showing the flow of an example of processing by the device 100.

[0034] In S110, the target information receiving means 120 receives, from the user terminal 310, the product identification information 220 relating to the product 210 that is to be analyzed by the device 100. The target information receiving means 120 receives, for example, "detergent A" as the product identification information 220.

[0035] In S120, the advertising effectiveness analysis means 130 performs numerical analysis on information on different dates 290 related to the product identification information 220 received in S110, which is information stored in the purchase information storage means 110, to calculate excess sales 250 for each advertisement identification information 270 taking into account the exposure degree 280. Note that the method of numerical analysis is not limited.

[0036] For example, the advertising effectiveness analysis means 130 calculates the combinations (advertising identification information 270, excess sales 250) = (advertising B, 300), (advertising C, 50), (advertising D, 50), (advertising E, 100) by taking the difference between the data for different dates 290 related to product identification information 220: detergent A, taking into account the exposure degree 280, for the information shown in Figure 4.

[0037] By performing the above-described processing, when a plurality of advertisements 260 for one product 210 are displayed in a superimposed manner, the device 100 can separately grasp the effectiveness of each of the displayed advertisements 260. do.

[0038] Although the embodiments of the present invention have been described in detail above, the present invention is not limited to such specific embodiments, and various modifications and variations are possible within the scope of the gist of the present invention as defined in the claims. [Explanation of symbols]

[0039] 100 Advertising Analysis Device 110 Purchasing information storage means 120 Means of receiving target information 130 Advertising effectiveness analysis tools 210 items 220 Product Identification Information 230 Sales 240 Baseline sales 250 excess sales 260 ads 270 Advertising Identification Information 280 Exposure in advertising 290 Date 300 users 310 User Terminals 320 Communication Network 510 CPU 520 ROM 530 RAM 540 Auxiliary storage 550 Communication Interface 560 Input Device 570 Output Device 580 Storage Media Interface 590 Storage medium

Claims

1. a purchase information storage means for storing, as time-series data, excess sales obtained by subtracting standard sales from sales of the target product, and a plurality of advertisement identification information identifying the advertisements, in association with each other, for each product identification information identifying a target product and for each date on which sales of the target product were recorded and an advertisement for promoting the target product was carried out; and advertising effectiveness analysis means for calculating the excess sales for each of the advertisement identification information by performing numerical analysis on information on different dates related to one of the product identification information stored in the purchase information storage means.

2. a purchase information storage means for storing, as time-series data, excess sales obtained by subtracting standard sales from sales of the target product, a plurality of advertisement identification information identifying the advertisements, and the degree of exposure in each advertisement, in association with each other, for each product identification information identifying a target product and for each date on which sales of the target product were recorded and an advertisement for promoting the target product was carried out; and advertising effectiveness analysis means for calculating the excess sales for each of the advertisement identification information taking into consideration the degree of exposure by performing a numerical analysis on information on different dates related to one of the product identification information stored in the purchase information storage means.

3. An advertising analysis method carried out by a computer having a purchase information storage means for storing excess sales, which are obtained by subtracting base sales from sales of the target product, and multiple pieces of advertisement identification information that identify the advertisements, in association with each other as time-series data for each item identification information that identifies a target product and for each date on which sales of the target product were recorded and an advertisement for promoting the target product was carried out, the method comprising: an advertising effectiveness analysis means for calculating the excess sales for each of the advertising identification information by performing a numerical analysis on information on different dates relating to one of the product identification information stored in the purchase information storage means;

4. An advertising analysis method carried out by a computer having a purchase information storage means for storing excess sales obtained by subtracting standard sales from sales related to the target product, a plurality of advertisement identification information identifying the advertisements, and a degree of exposure in each advertisement in association with each other as time-series data for each item identification information identifying a target product and for each date on which sales related to the target product were recorded and an advertisement for promoting the target product was carried out, the method comprising: an advertising effectiveness analysis means for calculating the excess sales for each of the advertising identification information taking into account the degree of exposure by performing a numerical analysis on information on different dates related to one of the product identification information stored in the purchase information storage means;

5. An advertising analysis program for causing a computer to execute the method according to claim 3 or 4.

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