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

Abstract

To provide a user with information in an appropriate display mode.SOLUTION: An information processing device comprises a classification section and a proposal section. The classification section classifies users into groups according to an examination stage for a predetermined object. The proposal section proposes a content related to an object, which is a content to be provided to the users classified into each group by the classification section, on the basis of reflectance for the object for each classified group.SELECTED DRAWING: Figure 1

Description

Technical Field

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

Background Art

[0002] In recent years, with the remarkable spread of the Internet, information distribution via the Internet has been actively carried out. As an example of such information distribution, techniques for distributing various guidance information for guiding a user to predetermined content such as an advertisement or guiding the user to a conversion such as purchasing a product are known. For example, a technique for classifying users into a plurality of groups according to the attribute information of the users and distributing guidance information to the users classified into a predetermined group is known.

Prior Art Documents

Patent Documents

[0003]

Patent Document 1

Patent Document 2

Summary of the Invention

Problems to be Solved by the Invention

[0004] However, in the above-described conventional technology, it cannot necessarily be said that information is provided to the user in an appropriate display mode.

[0005] The present application has been made in view of the above, and an object thereof is to provide information to the user in an appropriate display mode.

Means for Solving the Problems

[0006] The information processing device according to the present invention comprises a classification unit and a proposal unit. The classification unit classifies users into groups according to their stage of consideration regarding a predetermined subject. The proposal unit proposes content related to the subject, which is to be provided to users classified into each group by the classification unit, based on the reflectivity of each classified group regarding the subject. [Effects of the Invention]

[0007] According to one embodiment, information can be provided to the user in an appropriate display manner. [Brief explanation of the drawing]

[0008] [Figure 1] Figure 1 shows an example of information processing performed by the information processing device according to the embodiment. [Figure 2A] Figure 2A is a diagram showing an example of how an advertisement is displayed according to the embodiment. [Figure 2B] Figure 2B shows an example of how an advertisement is displayed according to the embodiment. [Figure 2C] Figure 2C shows an example of how an advertisement is displayed according to the embodiment. [Figure 3A] Figure 3A shows an example of CTR for each group of advertisements according to the embodiment. [Figure 3B] Figure 3B shows an example of CTR for each group of advertisements according to the embodiment. [Figure 3C] Figure 3C shows an example of CTR for each group of advertisements according to the embodiment. [Figure 4] Figure 4 shows an example of the configuration of an information processing device according to the present invention. [Figure 5] Figure 5 is a flowchart showing an example of the information processing flow performed by the information processing device according to the embodiment. [Figure 6A] Figure 6A shows an example of the content displayed in an advertisement according to the embodiment. [Figure 6B] Figure 6B shows an example of the content displayed in an advertisement according to the embodiment. [Figure 6C] Figure 6C shows an example of the content displayed in an advertisement according to the embodiment. [Figure 7] Figure 7 shows an example of a hardware configuration. [Modes for carrying out the invention]

[0009] The following describes in detail, with reference to the drawings, the embodiments for implementing the information processing apparatus, information processing method, and information processing program according to the present application (hereinafter referred to as "embodiments"). Note that these embodiments do not limit the information processing apparatus, information processing method, and information processing program according to the present application. Furthermore, the same parts are denoted by the same reference numerals in each of the following embodiments, and redundant descriptions are omitted.

[0010] [Embodiment] [1. An example of an information processing device] First, an example of information processing performed by the information processing device 10 will be explained using Figure 1. Figure 1 is a diagram showing an example of information processing performed by the information processing device 10 according to this embodiment. The information processing device 10 is capable of communicating with multiple user terminals used by different users. User terminals are, for example, personal computers and smartphones. The information processing device 10 provides various types of information, including advertisements, to the accessed user terminals. In Figure 1, the information processing device 10 is capable of communicating with user terminal 101 used by user U1 and user terminal 102 used by user U2 via a predetermined network N such as a wireless communication network or the Internet.

[0011] The user terminals 101 and 102 (hereinafter sometimes collectively referred to as the "user terminal 100") are smart devices such as smartphones and tablets, and are portable terminal devices that can communicate with any server device via a wireless communication network such as LTE (Long Term Evolution), 4G (4th Generation), 5G (5th Generation: 5th Generation Mobile Communication System). Note that the user terminal 100 may be not only a smart device but also an information processing device such as a desktop PC or a notebook PC.

[0012] The information processing device 10 is a device that distributes content to the user terminal 100 that has received a content distribution request, and is realized by, for example, a server device, a cloud system, or the like. When the information processing device 10 receives a content distribution request from the user terminal 100, it distributes content such as a web page including various guidance information for guiding the user to a conversion such as guiding the user to a predetermined content or purchasing a product to the user terminal 100 that is the source of the distribution request. For example, the information processing device 10 distributes data of a web page including an advertisement related to a predetermined target as the guidance information to the user terminal 100 that is the source of the distribution request.

[0013] Here, in order to guide the user to a predetermined content or to a conversion such as purchasing a product by the advertisement, conventionally, for example, the user is classified into a plurality of groups according to the user's attribute information, and it is conceivable to distribute guidance information to the users classified into a predetermined group.

[0014] However, for example, the prior art may not be able to perform appropriate grouping to group each user based on the relevance between preset attribute information and groups. For example, for advertisements related to predetermined objects such as content, products, and services, the user's reaction to the advertisement varies depending on the stage of consideration of the user for the object induced by the advertisement. Therefore, in grouping based on relevance with attribute information, there may be cases where users who are considering the object induced by the advertisement and users who are not interested in the object induced by the advertisement are classified into the same group.

[0015] Therefore, the information processing apparatus 10 classifies users into groups according to the stage of consideration for predetermined objects such as content, products, and services induced by the advertisement. For example, the information processing apparatus 10 classifies users into a first group that has contacted the object induced by the advertisement, a second group that has not contacted the object but has behavioral characteristics similar to those of the users belonging to the first group, and a third group to which users other than the first group and the second group belong.

[0016] Here, users often reach conversion after going through the stage of consideration for objects such as content, products, and services induced by the advertisement. Users can be divided, for example, into a general layer, a potential layer, and an apparent layer according to the stage of consideration. The general layer is the stage where the user has no interest in the object induced by the advertisement and has not even performed the action of obtaining and viewing content such as a web page related to the object. The potential layer is the stage where the user is interested in the object induced by the advertisement but has not yet performed the action of obtaining and viewing the content related to the object. The apparent layer is the stage where the user is considering the object induced by the advertisement and the action of obtaining and viewing the content related to the object has already become apparent.

[0017] Potential users, while not taking action regarding the target audience they are being directed to by advertisements, are interested in the product or service and therefore share similar behavioral characteristics with active users. These behavioral characteristics can be determined, for example, from similarities in user attribute information and browsing history. For instance, users with similar attribute information tend to share similar behavioral characteristics. Furthermore, potential users may have accessed content in categories related to the target audience they are being directed to by advertisements.

[0018] Therefore, the information processing device 10 classifies users into groups based on their behavioral history and attribute information. For example, suppose an advertisement leads to content, products, or services. The information processing device 10 classifies users who have already contacted the content, products, or services led to by the advertisement into the first group. The information processing device 10 also classifies users who have not yet contacted the content, products, or services led to by the advertisement but have attribute information similar to users belonging to the first group into the second group. For example, the information processing device 10 classifies users who have a predetermined percentage or more of the common attribute information possessed by users belonging to the first group into the second group. The information processing device 10 also classifies users who have already contacted content in categories related to the content, products, or services led to by the advertisement into the second group. The information processing device 10 also classifies users who do not fall into the first or second group into the third group.

[0019] Users in the "explicit" category are classified as Group 1 because they have taken action to acquire and view content related to the target and have already made contact with the target. Users in the "potential" category are classified as Group 2 because, although they have not taken action to acquire and view content related to the target, they have similar attribute information to users in the explicit category or have accessed content in related categories. Users in the "general" category are classified as Group 3 because they have not taken action to acquire and view content related to the target and have few behavioral characteristics similar to users in the explicit and potential categories.

[0020] User behavior history may be collected and stored by the information processing device 10, or it may be acquired from information history collected and stored by other information processing devices. For example, the information processing device 10 or other information processing devices store various actions of a user using the user terminal 100 as behavior history. For example, the information processing device 10 or other information processing devices store behavior history such as input and selection on content such as delivered web pages. For example, the information processing device 10 or other information processing devices store behavior history such as whether a user visited a web page but left immediately, or whether they purchased content or products or subscribed to services on the web page. The information processing device 10 or other information processing devices collect the behavior history of users who view content by using cookies or the like. Various known technologies can be used for methods of collecting behavior history.

[0021] User attribute information may be identified and stored by the information processing device 10, or it may be identified and stored by another information processing device and then retrieved. For example, the information processing device 10 or another information processing device periodically identifies attribute information such as age, gender, and interests for each user from the collected behavioral history, and stores the identified attribute information for each user.

[0022] When classifying users, it is preferable to use the most recently obtained user behavior history and user attribute information, as these reflect the user's current state. For example, it is preferable to use user behavior history from the most recent period (e.g., the last 30 days). Similarly, if user attribute information is updated regularly, it is preferable to use the most recent information.

[0023] The information processing device 10 delivers advertisements in various display modes. Advertisements can be displayed as part of the content. Advertisements can also be displayed in a wider area to enhance their appeal. Figures 2A to 2C illustrate examples of advertisement display modes according to the embodiment. Figures 2A to 2C show cases where the advertisement is a display advertisement displayed at the top of the webpage. Figure 2A shows a brand panel display mode where the advertisement is displayed in a portion of the right-hand display area A01 at the top of the webpage. Figure 2B shows a top-impact display mode where the advertisement is displayed broadly in a band-shaped display area A02 at the top of the webpage. Figure 2C shows a top-impact panorama display mode where the advertisement is displayed more broadly in the band-shaped display area A02 at the top of the webpage, the background, and the left and right margins (display areas A03). The cost of an advertisement may vary depending on the display mode. For example, the larger the display area, the higher the cost of the advertisement, including the unit price. In Figures 2A to 2C, the cost of the advertisement increases in the order of brand panel, top impact, and top impact panorama.

[0024] The information processing device 10 proposes content to be provided to users classified into each group, based on the reflectivity of the target for each classified group, and the content relates to the target to be attracted by the advertisement.

[0025] For example, the information processing device 10 proposes a display method for content to be provided to users classified into each group, according to the purpose of the advertisement, based on the reflectivity of different display methods for advertisements related to the target audience of each group. Advertisements have various purposes, such as promoting sales of the advertised product, increasing awareness, and improving brand image, and each has its own target users. For example, the information processing device 10 proposes a display method for content that is highly effective for the target group of the advertisement, based on the reflectivity of different display methods for advertisements related to the target audience of each group.

[0026] Furthermore, for example, the information processing device 10 proposes a highly effective content display mode for each group based on the reflectance of each display mode of the advertisement related to the target for each group and the cost of the advertisement for each display mode.

[0027] The reflectance may be calculated and stored by the information processing device 10, or it may be calculated and stored by another information processing device and then retrieved. For example, the information processing device 10 or another information processing device may, from the collected behavioral history, determine the number of advertisements delivered and the number of ad clicks for each display mode to users in a group. The information processing device 10 or another information processing device may, for each group and each display mode, calculate and store the CTR (Click Through Rat) as the reflectance by dividing the number of clicks by the number of deliveries.

[0028] Next, an example of information processing performed by the information processing device 10 will be explained using Figure 1. In the following explanation, the predetermined target is automobile insurance, and the example will be one in which the information processing device 10 delivers data of content such as a web page containing advertisements related to automobile insurance to the user terminal 100 as guidance information.

[0029] When the information processing device 10 receives a content delivery request from the user terminal 100 (step S1), it delivers content including advertisements for automobile insurance in various display formats to the user terminal 100 that made the delivery request (step S2). For example, the information processing device 10 delivers advertisements for automobile insurance in one of the display formats shown in Figure 2A (brand panel), Figure 2B (top impact), or Figure 2C (top impact panorama).

[0030] Users can be divided into three groups based on their stage in considering car insurance: general, potential, and active. The general group has no interest in car insurance and has not yet taken any action to acquire or view content such as web pages related to car insurance. The potential group is interested in car insurance but has not yet taken any action to acquire or view content related to car insurance. The active group is considering car insurance and has already taken action to acquire and view content related to car insurance.

[0031] Regarding auto insurance, potential users, while not taking any action, are interested in auto insurance and therefore share similar behavioral characteristics with active users. For example, potential users have similar attribute information to active users. Furthermore, insurance policies, including auto insurance, are often reviewed in relation to other policies. For this reason, potential users may also access content in categories related to auto insurance (e.g., other types of insurance).

[0032] The information processing device 10 classifies users into groups based on their behavioral history and attribute information (step S3). For example, the information processing device 10 classifies users who have already contacted automobile insurance into the first group. The information processing device 10 also classifies users who have not yet contacted automobile insurance but have similar attribute information to users belonging to the first group into the second group. The information processing device 10 also classifies users who have not yet contacted automobile insurance but have contacted content in categories related to automobile insurance into the second group. The information processing device 10 also classifies users who have not yet contacted automobile insurance but have contacted content in categories related to automobile insurance into the third group. Users who are actively interested in automobile insurance have taken action to acquire and view content related to automobile insurance and have already contacted the target, so they are classified into the first group. Potential users regarding car insurance are classified into the second group because, although they do not take action to acquire or view content related to car insurance, they have similar attribute information to active users and access content in related categories. General users regarding car insurance are classified into the third group because they do not take action to acquire or view content related to car insurance and do not have similar behavioral characteristics to active and potential users.

[0033] The information processing device 10 obtains the reflectivity of users for automobile insurance for each classified group (step S4). For example, the information processing device 10 obtains the reflectivity for each display mode of automobile insurance advertisements for each group. For example, the information processing device 10 obtains the user's behavior history. The user's behavior history may be obtained by collecting it with the information processing device 10, or it may be obtained from data collected and stored by another information processing device. From the obtained behavior history, the information processing device 10 determines, for each group, the number of advertisements delivered and the number of clicks on advertisements for automobile insurance for each display mode for users in that group. For each group and for each display mode, the information processing device 10 calculates and stores the CTR (Click Through Rat) as the reflectivity by dividing the number of clicks by the number of deliveries.

[0034] Figures 3A to 3C show examples of click-through rates (CTR) for each group of advertisements according to the embodiment. Figure 3A shows the CTR for each group when the advertisement is displayed as a brand panel. Figure 3B shows the CTR for each group when the advertisement is displayed as a top impact. Figure 3C shows the CTR for each group when the advertisement is displayed as a top impact panorama.

[0035] The information processing device 10 accepts access from the administrator or the management terminal 110 of the advertiser (step S5). The information processing device 10 distributes data from the management screen related to the advertisement to the accessing management terminal 110 in response to the access. The management screen allows for various specifications related to the advertisement. The management screen also allows for various displays related to the advertisement. For example, the management screen can display advertisement suggestions. Based on the reflectivity for automobile insurance for each classified group, the information processing device 10 proposes advertisements related to automobile insurance that are provided to users classified into each group (step S6).

[0036] For example, the information processing device 10 proposes display modes for advertisements to be provided to users classified into each group, according to the purpose of the advertisement, based on the CTR of each display mode for automobile insurance advertisements for each group. For example, if the purpose of the advertisement is sales promotion, the information processing device 10 proposes the display mode that has the highest CTR or the greatest increase in CTR for the first group. If the purpose of the advertisement is to increase awareness among potential customers, the information processing device 10 proposes the display mode that has the highest CTR or the greatest increase in CTR for the second group. If the purpose of the advertisement is to improve the brand image among the general public, the information processing device 10 proposes the display mode that has the highest CTR or the greatest increase in CTR for the third group. The purpose of the advertisement may be set in advance or entered from the management screen.

[0037] Furthermore, for example, the information processing device 10 proposes a highly effective advertising display mode for each group based on the CTR and advertising costs for each display mode of the automobile insurance advertisement for each group. For example, the information processing device 10 calculates a value for each group by multiplying the CTR of each display mode by the advertising cost, and identifies the display mode with the largest calculated value for each group. The information processing device 10 proposes the identified display mode as a highly effective advertising display mode for each group.

[0038] In this way, the information processing device 10 classifies users into groups according to their stage of consideration regarding automobile insurance, and proposes advertisements related to automobile insurance based on the reflectivity of each classified group toward automobile insurance. As a result, the information processing device 10 can propose highly effective display methods to users. Consequently, the information processing device 10 can provide users with information in an appropriate display method.

[0039] [2. Configuration of the information processing device 10] The following describes an example of the functional configuration of the information processing device 10 that realizes the above-described information processing. Figure 4 is a diagram showing an example of the configuration of the information processing device 10 according to the embodiment. As shown in Figure 4, the information processing device 10 has a communication unit 20, a storage unit 30, and a control unit 40.

[0040] The communication unit 20 is implemented, for example, by a NIC (Network Interface Card). The communication unit 20 is connected to the network N by wired or wireless connection and transmits and receives information between the user terminal 100, the log server 200, and the attribute information server 300. The log server 200 is a server device that stores the activity history of each user, such as input and selection on web pages. The attribute information server 300 is a server device that periodically identifies attribute information for each user from the activity history of each user and stores the identified attribute information for each user.

[0041] The memory unit 30 is implemented by, for example, semiconductor memory elements such as RAM (Random Access Memory) and flash memory, or by storage devices such as hard disks and optical discs. The memory unit 30 also stores behavioral history data 31, attribute information data 32, group data 33, and reflectance data 34.

[0042] The behavioral history data 31 is data that stores the behavioral history of each user. The behavioral history data 31 stores the behavioral history of each user, such as input and selections on content.

[0043] Attribute information data 32 is data that stores the attribute information of each user. Attribute information data 32 stores each user's age, gender, interests, etc., as attribute information. The user's activity history, including input and selections within the content, is recorded.

[0044] Group data 33 is data that stores information about each user within each group. Reflectance data 34 is data that stores the reflectance for each advertisement display method related to the target for each group.

[0045] The control unit 40 is a controller, and is realized by a processor such as a CPU (Central Processing Unit) or MPU (Micro Processing Unit) executing various programs stored in the memory device inside the information processing device 10 using RAM or the like as a working area. Alternatively, the control unit 40 is a controller and may be realized by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or FPGA (Field Programmable Gate Array).

[0046] As shown in Figure 4, the control unit 40 includes a distribution unit 41, an acquisition unit 42, a classification unit 43, a calculation unit 44, and a proposal unit 45.

[0047] The distribution unit 41 distributes content to the user terminal 100. For example, when the distribution unit 41 receives a content distribution request from the user terminal 100, it distributes content, including advertisements in various display formats related to a predetermined subject such as content, goods, or services, to the user terminal 100 that made the distribution request.

[0048] The acquisition unit 42 acquires the activity history and attribute information of each user. For example, the acquisition unit 42 acquires the activity history of each user for a fixed period of time from the log server 200. The acquisition unit 42 stores the acquired activity history of each user for a fixed period of time in the activity history data 31. The acquisition unit 42 also acquires the latest attribute information of each user from the attribute information server 300. The acquisition unit 42 stores the acquired latest attribute information of each user in the attribute information data 32.

[0049] The classification unit 43 classifies users into groups based on the user's behavior history stored in the behavior history data 31 and the user's attribute information stored in the attribute information data 32. For example, the classification unit 43 classifies users who have already contacted any of the content, products, or services promoted by the advertisement into the first group. The classification unit 43 also classifies users who have not yet contacted any of the content, products, or services promoted by the advertisement but who have similar attribute information to users belonging to the first group into the second group. For example, the classification unit 43 identifies common attribute information possessed by users belonging to the first group. For example, the classification unit 43 compares the attribute information possessed by each user belonging to the first group, ranks the attribute information in descending order of commonality, and identifies the top predetermined number of attribute information as common attribute information. Alternatively, the classification unit 43 compares the attribute information possessed by each user belonging to the first group and identifies attribute information with a commonality rate of 70% or more as common attribute information. The classification unit 43 classifies users who possess a predetermined second percentage (e.g., 80%) or more of the common attribute information of users belonging to the first group into the second group. The classification unit 43 also classifies users who have not yet contacted any of the content, products, or services advertised but have contacted content in a category related to any of the content, products, or services advertised into the second group. The classification unit 43 also classifies users who do not fall into the first or second group into the third group. The classification unit 43 stores each classified user in the group data 33 for each group.

[0050] The calculation unit 44 calculates the reflectance for each display mode of the advertisement for each target group. For example, the calculation unit 44 obtains the number of advertisements delivered and the number of clicks for each display mode for each group of users from the user behavior history stored in the behavior history data 31. The information processing device 10 calculates the CTR as the reflectance for each group by dividing the number of clicks by the number of deliveries for each display mode. The calculation unit 44 stores the calculated reflectance for each group of advertisements by display mode in the reflectance data 34.

[0051] The proposal unit 45 proposes content to be provided to users classified into each group, based on the reflectivity of the advertisements for each classified group, and the content relates to the target audience that the advertisements are intended to attract. For example, the proposal unit 45 proposes display modes for the content to be provided to users classified into each group, according to the purpose of the advertisement, based on the CTR for each display mode of the advertisements for each group. Alternatively, for example, the information processing device 10 proposes display modes for highly effective content for each group, based on the reflectivity of each display mode of the advertisements relating to the target audience for each group and the cost of the advertisements for each display mode.

[0052] [3. An example of the information processing flow] Next, an example of the information processing flow performed by the information processing device 10 will be explained using Figure 5. Figure 5 is a flowchart showing an example of the information processing flow performed by the information processing device 10 according to this embodiment.

[0053] The information processing device 10 classifies users into groups according to their stage of consideration regarding the content, products, services, or other predetermined targets that are promoted through advertising (step S101). For example, the information processing device 10 classifies users into groups based on their behavioral history and user attribute information.

[0054] The information processing device 10 obtains the reflectance for each classified group relative to the target audience that the advertisement will attract (step S102). For example, the information processing device 10 obtains the reflectance for each group of target audiences, categorized by the advertisement display mode.

[0055] The information processing device 10 proposes content to be provided to users classified into each group, based on the reflectivity for each classified group of targets, and content related to the targets to be guided by the advertisement (step S103), and then terminates processing. For example, the information processing device 10 proposes a display mode for the content to be provided to users classified into each group, according to the purpose of the advertisement, based on the reflectivity for each display mode of the advertisement related to the targets for each group. Alternatively, for example, the information processing device 10 proposes a display mode for content that is highly effective for each group, based on the reflectivity for each display mode of the advertisement related to the targets for each group and the cost of the advertisement for each display mode.

[0056] In this way, the information processing device 10 classifies users into groups according to their stage of consideration regarding a predetermined object, and proposes content related to the object based on the reflectivity of each classified group. As a result, the information processing device 10 can propose a highly effective display method to the user. Consequently, the information processing device 10 can provide information to the user in an appropriate display method.

[0057] [4. Variations] The above describes an example of information processing performed by the information processing device 10. However, the embodiments are not limited to this. The following describes variations in information processing performed by the information processing device 10.

[0058] [4-1. Regarding distribution] The information processing device 10 described above may also be configured to deliver advertisements in the proposed display format.

[0059] [4-2. Regarding the content of advertisements] In the above, the information processing device 10 may suggest the content of the advertisement to be displayed. Here, there are various display methods for advertisements in order to enhance their appeal. Figures 6A to 6C are diagrams showing examples of the content of advertisements according to the embodiment. Figures 6A to 6C show examples of the content of an advertisement about automobile insurance. Figures 6A to 6C show the case where the advertisement is displayed in the display area A01 of the brand panel display configuration shown in Figure 2A. Figure 6A shows the discount amount for automobile insurance as the content of the advertisement. Figure 6B shows a comparison of monthly insurance amounts by age and class as the content of the advertisement. Figure 6C shows images of automobiles and animals (cats) as the content of the advertisement. Generally, when images of animals such as dogs and cats are included in an advertisement, the click-through rate improves. Figure 6C includes images of animals (cats) in the advertisement with the aim of improving the click-through rate. The information processing device 10 may deliver advertisements with various display contents and suggest the content of an advertisement about automobile insurance based on the reflectivity such as CTR for each advertisement display content. For example, the information processing device 10 may suggest the content of advertisements to be provided to users classified into each group, according to the purpose of the advertisement, based on the CTR of each advertisement display content for automobile insurance for each group. Alternatively, for example, the information processing device 10 may suggest the content of highly effective advertisements for each group, based on the CTR of each advertisement display content for automobile insurance for each group and the cost of the advertisement for each advertisement display content.

[0060] Furthermore, the information processing device 10 may deliver advertisements for each display content in various display modes and propose content related to automobile insurance based on reflectivity such as CTR for each display mode and display content of the advertisements. For example, the information processing device 10 may propose display modes and display content for automobile insurance advertisements to be provided to users classified into each group, according to the purpose of the advertisement, based on the CTR for each display mode and display content of automobile insurance advertisements for each group. Alternatively, for example, the information processing device 10 may propose highly effective display modes and display content for automobile insurance advertisements for each group, based on the CTR for each display mode and display content of automobile insurance advertisements for each group and the cost of the advertisements for each display mode and display content. The information processing device 10 may also deliver automobile insurance advertisements in the proposed display modes and display content.

[0061] [4-3. Classification] The information processing device 10 may classify users into two or more groups according to their stage of consideration regarding a predetermined subject. Based on the reflectivity of each of the two or more groups regarding the subject, the information processing device 10 may propose content related to the subject to be provided to users classified into each group.

[0062] [4-4. Equipment configuration] The information processing device 10 may be connected to any number of user terminals 100 in a communicative manner. Alternatively, the information processing device 10 may be implemented by a front-end server that exchanges information with the user terminals 100 and a back-end server. In such a case, the back-end server would be equipped with the acquisition unit 42, classification unit 43, calculation unit 44, and proposal unit 45 shown in Figure 4, while the front-end server would be equipped with the distribution unit 41, etc. Furthermore, the behavior history data 31, attribute information data 32, group data 33, and reflectance data 34 stored in the storage unit 30 may be stored not inside the information processing device 10, but for example, in an external storage server.

[0063] [4-5. Others] Furthermore, among the processes described in the above embodiments, all or part of the processes described as being performed automatically can be performed manually, or all or part of the processes described as being performed manually can be performed automatically by known methods. In addition, the processing procedures, specific names, and information including various data and parameters shown in the above document and drawings can be arbitrarily changed unless otherwise specified. For example, the various information shown in each figure is not limited to the information shown.

[0064] Furthermore, the components of each illustrated device are functionally conceptual and do not necessarily need to be physically configured as shown. In other words, the specific forms of distribution and integration of each device are not limited to those shown, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads, usage conditions, etc.

[0065] Furthermore, the embodiments described above can be combined as appropriate, provided that the processing content is not contradictory.

[0066] [5. Program] Furthermore, the information processing device 10 according to the above-described embodiment is realized by a computer 1000 having a configuration such as that shown in Figure 7. Figure 7 is a diagram showing an example of a hardware configuration. The computer 1000 is connected to an output device 1010 and an input device 1020, and has a configuration in which an arithmetic unit 1030, a primary storage device 1040, a secondary storage device 1050, an output IF (Interface) 1060, an input IF 1070, and a network IF 1080 are connected by a bus 1090.

[0067] The arithmetic unit 1030 operates based on programs stored in the primary storage device 1040 and the secondary storage device 1050, as well as programs read from the input device 1020, and executes various processes. The primary storage device 1040 is a memory device, such as RAM, that temporarily stores data used by the arithmetic unit 1030 for various calculations. The secondary storage device 1050 is a storage device where data used by the arithmetic unit 1030 for various calculations and various other data are registered, and is implemented using ROM (Read Only Memory), HDD, flash memory, etc.

[0068] Output IF1060 is an interface for transmitting information to be output to output devices 1010, such as monitors and printers, and is implemented using connectors of standards such as USB (Universal Serial Bus), DVI (Digital Visual Interface), and HDMI (High Definition Multimedia Interface). Input IF1070 is an interface for receiving information from various input devices 1020, such as mice, keyboards, and scanners, and is implemented using, for example, USB.

[0069] The input device 1020 may be, for example, a device that reads information from optical recording media such as CDs (Compact Discs), DVDs (Digital Versatile Discs), and PDs (Phase Change Rewritable Disks), magneto-optical recording media such as MOs (Magneto-Optical disks), tape media, magnetic recording media, or semiconductor memory. Alternatively, the input device 1020 may be an external storage medium such as a USB memory stick.

[0070] Network IF1080 receives data from other devices via network N and sends it to the arithmetic unit 1030, and also transmits data generated by the arithmetic unit 1030 to other devices via network N.

[0071] The arithmetic unit 1030 controls the output device 1010 and the input device 1020 via the output IF 1060 and the input IF 1070. For example, the arithmetic unit 1030 loads a program from the input device 1020 or the secondary storage device 1050 onto the primary storage device 1040 and executes the loaded program.

[0072] For example, when the computer 1000 functions as an information processing device 10, the arithmetic unit 1030 of the computer 1000 realizes the functions of the control unit 40 by executing a program loaded onto the primary storage device 1040.

[0073] [6. Effects] As described above, the information processing device 10 comprises a classification unit 43 and a suggestion unit 45. The classification unit 43 classifies users into groups according to their stage of consideration regarding a predetermined subject. The suggestion unit 45 proposes content related to the subject, which is to be provided to users classified into each group by the classification unit 43, based on the reflectivity of each classified group for the subject. This allows the information processing device 10 to provide information to users in an appropriate display format.

[0074] Furthermore, the classification unit 43 classifies users into three groups: a first group of users who have already made contact with the target; a second group of users who have not yet made contact with the target but have similar behavioral characteristics to users belonging to the first group; and a third group to which users other than those in the first and second groups belong. This allows the information processing device 10 to classify users into groups according to their stage of consideration regarding the target.

[0075] Furthermore, the target is any of the content, products, or services advertised. Based on the user's behavioral history regarding the advertisement and the user's attribute information, the classification unit 43 classifies users who have already contacted any of the content, products, or services advertised into the first group, users who have not yet contacted any of the content, products, or services advertised but have similar attribute information to users in the first group into the second group, and users who do not fall into either the first or second group into the third group. In this way, the information processing device 10 can classify users into groups according to their stage of consideration regarding any of the content, products, or services advertised.

[0076] Furthermore, the classification unit 43 classifies users who have not yet contacted any of the content, products, or services advertised but who have contacted content in a category related to any of the content, products, or services advertised into a second group. This allows the information processing device 10 to classify potential users who have contacted content in a category related to any of the content, products, or services advertised into a second group.

[0077] Furthermore, the classification unit 43 classifies users based on their recent activity history and attribute information. This allows the information processing device 10 to classify users according to their most recent status.

[0078] Furthermore, the proposal unit 45 proposes a display mode for the content to be provided to users classified into each group, according to the purpose of the advertisement, based on the reflectivity of each display mode for the target of each group. As a result, the information processing device 10 can propose an appropriate display mode for the content according to the purpose of the advertisement.

[0079] Furthermore, the proposal unit 45 proposes a highly effective content display mode for each group based on the reflectance of each display mode of the advertisement for the target of each group and the cost of the advertisement for each display mode. As a result, the information processing device 10 can propose a highly effective content display mode for each group.

[0080] Although some embodiments of the present invention have been described in detail above with reference to the drawings, these are illustrative examples, and the present invention can be implemented in various other forms with modifications and improvements based on the knowledge of those skilled in the art, starting with the embodiments described in the disclosure section of the invention.

[0081] Furthermore, the terms "section," "module," and "unit" used above can be replaced with "means" or "circuit," etc. For example, the classification unit can be replaced with classification means or classification circuit. [Explanation of Symbols]

[0082] 10 Information Processing Devices 20 Communications Department 30 Storage section 31. Behavioral history data 32 Attribute Information Data 33 Group Data 34. Reflectance Data 40 Control Unit 41 Distribution Department 42 Acquisition Department 43 Classification Department 44 Calculation Section 45 Proposal Department 100, 101, 102 User terminals

Claims

1. A classification unit that categorizes users into groups according to the stage of consideration for a given subject, Based on the reflectance for the aforementioned target for each classified group, the classification unit provides content to users classified into each group, and the proposal unit proposes the content relating to the aforementioned target to the content administrator or the content provider. An information processing device equipped with the following features.

2. The classification unit classifies users into three groups: a first group of users who have already made contact with the target; a second group of users who have not yet made contact with the target but have similar behavioral characteristics to users belonging to the first group; and a third group to which users other than those in the first and second groups belong. The information processing apparatus according to claim 1.

3. The aforementioned subject is any of the content, products, or services that are promoted through advertising. The classification unit classifies users who have already contacted any of the content, products, or services promoted by the advertisement into the first group, based on the user's behavioral history and attribute information regarding the advertisement related to the subject, into the second group, users who have not yet contacted any of the content, products, or services promoted by the advertisement but have similar attribute information to users belonging to the first group, and users who do not fall into either the first or second group into the third group. The information processing apparatus according to claim 2.

4. The classification unit classifies users who have not yet contacted any of the content, products, or services promoted by the advertisement but who have contacted content in a category related to any of the content, products, or services promoted by the advertisement into the second group. The information processing apparatus according to claim 3.

5. The classification unit classifies users based on the user's behavioral history and attribute information for the immediate vicinity period. The information processing apparatus according to claim 3.

6. Based on the reflectance of each display mode of the advertisement for the target for each group, the proposal unit proposes a display mode of the content to be provided to users classified into each group, according to the purpose of the advertisement. The information processing apparatus according to claim 1.

7. The proposal unit proposes a highly effective content display method for each group, based on the reflectance for each display method of the advertisement related to the subject for each group and the cost of the advertisement for each display method. The information processing apparatus according to claim 1.

8. A method of information processing performed by a computer, A classification process that categorizes users into groups according to the stage of consideration for a given subject, Based on the reflectance of the aforementioned target for each classified group, a proposal step is made to propose content to users classified into each group by the classification step, the content relating to the aforementioned target, to the administrator of the content or the source of the content; Information processing methods including

9. A classification procedure for grouping users according to the stage of consideration for a given subject, Based on the reflectivity of the aforementioned target for each classified group, a proposal procedure for providing content to users classified into each group according to the classification procedure, the content relating to the aforementioned target, to the administrator of the content or the source of the content; An information processing program that causes a computer to execute something.

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