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

Abstract

This invention provides an information processing device, an information processing method, and an information processing program for estimating challenges in achieving a goal. [Solution] The information processing device comprises: a construction unit that constructs an integrated database by associating strategic information, target information, policy implementation information, and related information; an estimation unit that estimates text content by verbalizing the contents of the strategic information, target information, policy implementation information, and related information recorded in the integrated database using natural language processing; an evaluation unit that uses artificial intelligence to evaluate the aforementioned strategic information and target information, the text content estimated by the estimation unit, and the actual results for the text content recorded in the integrated database, and verbalizes the results of the evaluation; and an output control unit that controls the output of the text content verbalized by the evaluation unit as challenges for achieving business objectives.

Description

Technical Field

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

Background Art

[0002] Conventionally, there is a device that measures the results obtained by Internet users being affected by viewing advertisements posted on web pages. The device compares the information on the advertisements viewed by Internet users with the viewing information included in the viewing logs of the advertiser's website, along with the unique information of the user, and calculates the results obtained by being affected by the viewing of the advertisements (see Patent Document 1).

Prior Art Documents

Patent Documents

[0003]

Patent Document 1

Summary of the Invention

Problems to be Solved by the Invention

[0004] However, in the device of Patent Document 1, the work of integrating data related to advertising effects becomes complicated, which may impose a significant burden on the analysis of the effects of marketing measures.

[0005] The present disclosure provides an information processing apparatus, an information processing method, and an information processing program for estimating problems towards achieving a goal.

Means for Solving the Problems

[0006] One embodiment of the information processing device includes: a first acquisition unit that acquires strategic information describing a business strategy and objective information describing business goals; a second acquisition unit that acquires policy execution information describing the details of the implementation of measures related to the business; a third acquisition unit that acquires related information describing content related to the business; a construction unit that constructs an integrated database by associating the strategic information and objective information acquired by the first acquisition unit, the policy execution information acquired by the second acquisition unit, and the related information acquired by the third acquisition unit; an estimation unit that estimates text content by verbalizing the content of the strategic information, objective information, policy execution information, and related information recorded in the integrated database using natural language processing; an evaluation unit that uses artificial intelligence to evaluate the strategic information and objective information acquired by the first acquisition unit, the text content estimated by the estimation unit, and the actual results for the text content recorded in the integrated database, and verbalizes the results of the evaluation; and an output control unit that controls the output of the text content verbalized by the evaluation unit as challenges for achieving business goals. [Effects of the Invention]

[0007] The information processing device, information processing method, and information processing program disclosed herein can estimate the challenges to achieving the objective. [Brief explanation of the drawing]

[0008] [Figure 1] This is a flowchart (overview) illustrating an example of the processing performed by an information processing device. [Figure 2] This is a block diagram illustrating an information processing device according to one embodiment. [Figure 3] This is a diagram illustrating an information processing device and a user terminal. [Figure 4] This is a flowchart illustrating an information processing method according to one embodiment. [Modes for carrying out the invention]

[0009] One embodiment will be described below.

[0010] [Overview of Information Processing Device 100] First, an overview of the information processing device 100 according to one embodiment will be described.

[0011] The information processing device 100 (see Figure 2) may be configured, for example, as an estimation device that estimates challenges in achieving business goals. Alternatively, the information processing device 100 may be configured, for example, as an output device (presentation device) that outputs (presents) challenges in achieving goals. As a specific example, the information processing device 100 may be a device that evaluates the consistency between business strategies and marketing measures and automatically discovers and presents challenges in achieving goals. The information processing device 100 is not limited to the example device described above, but may be configured as various other devices. The information processing device 100 may be a computer such as a server, desktop, laptop, tablet, or smartphone.

[0012] Traditionally, in the field of digital marketing, tools that evaluate the effectiveness of strategies based on advertising delivery results and website access analysis information have been widely used. However, such tools primarily focus on optimizing proxy metrics (e.g., Key Performance Indicators (KPIs)) such as Cost Per Acquisition (CPA) and Conversion Rate (CVR), and suffer from the following challenges: (1) lack of strategic context and (2) lack of tacit knowledge.

[0013] (1) Lack of strategic context: Traditional systems failed to understand the business objectives and background information (Key Goal Indicators (KGIs)) behind the measures. KGIs here include, for example, maximizing customer lifetime value (LTV), prioritizing products in the awareness acquisition phase, or prioritizing products in the acquisition efficiency phase. As a result, traditional systems could not detect strategically incorrect situations, such as when KPIs were good but not contributing to or hindering the achievement of KGIs.

[0014] (2) Lack of tacit knowledge: In conventional systems, qualitative information (tacit knowledge), such as policy proposals, intentions contained in creative materials, and past discussions, was separated from information analysis. Therefore, conventional systems required "contextualization" by human experts who understood the situation for final analysis and judgment, leading to reliance on individual expertise and delays in analysis. For example, in conventional systems, campaign A might be evaluated positively despite having a poor CPA due to its awareness-based nature, simply because it had a high number of views or clicks.

[0015] Therefore, the information processing device 100 of this embodiment comprehensively analyzes quantitative information such as advertising performance scattered inside and outside the organization (quantitative information) and qualitative information such as business strategies and policy proposals (qualitative information), and automatically evaluates the consistency between business objectives and individual measures. As a result, even when individual measures appear efficient, the information processing device 100 of this embodiment can identify "strategic issues" that are hindering the achievement of objectives when viewed from the perspective of the business as a whole, and encourage improvements.

[0016] In addition, the information processing apparatus 100 of the present embodiment automatically visualizes and verbalizes the "issues for achieving business goals" existing between the business goals (KGIs) set by the management of a company and the individual marketing measures (KPIs) executed by the employees (on-site) of that company from qualitative information and quantitative information using artificial intelligence (AI). As a result, while conventional advertising optimization tools could only evaluate the efficiency (such as CPA) of individual measures, the information processing apparatus 100 of the present embodiment can answer the higher-level managerial question of "Are the measures truly contributing to the achievement of the company's business goals?"

[0017] FIG. 1 is a flowchart (outline) for explaining an example of the processing performed by the information processing apparatus 100.

[0018] The information processing apparatus 100 of the present embodiment, for example, (1) performs data integration and input of strategic goals as step ST1 in FIG. 1, (2) estimates the "strategic intent" of individual measures as step ST2, (3) analyzes and visualizes the "issues for achieving business goals" as step ST3, and (4) executes dialogue-type issue-solving support as step ST4. That is, the information processing apparatus 100 of the present embodiment integrally interprets the "qualitative information (context)" and "quantitative information (facts)" scattered inside and outside the organization, and by mimicking the thinking process implicitly performed by human experts, it is configured to automatically discover marketing issues directly related to business results. Here, the qualitative information may be various information such as, for example, campaign planning information, information on past measures, and peripheral information (industry news). The quantitative information may be various information such as, for example, advertising delivery results, site measurement results, and target information. Note that the target information may be in a state where both qualitative and quantitative elements are mixed. As a result, the information processing apparatus 100 of the present embodiment can evaluate the consistency between the business strategy and the marketing measures, and automatically estimate and present the issues towards achieving the goals.

[0019] [Details of Information Processing Apparatus 100] Next, the information processing apparatus 100 according to an embodiment will be described in detail. FIG. 2 is a block diagram for explaining the information processing apparatus 100 according to an embodiment. FIG. 3 is a diagram for explaining the information processing apparatus 100 and the user terminal 131.

[0020] As illustrated in FIG. 2, the information processing apparatus 100 includes, for example, a communication unit 121, a storage unit 122, a display unit 123, a control unit 110, and the like. The communication unit 121, the storage unit 122, and the display unit 123 may be an embodiment of an output unit. The control unit 110 includes, for example, a first acquisition unit 111, a second acquisition unit 112, a third acquisition unit 113, a construction unit 114, an estimation unit 115, an evaluation unit 116, an output control unit 117, and the like. The control unit 110 may be configured by, for example, a processor of the information processing apparatus 100. The control unit 110 (for example, a processor or the like) realizes the functions of each unit (for example, the first acquisition unit 111, the second acquisition unit 112, the third acquisition unit 113, the construction unit 114, the estimation unit 115, the evaluation unit 116, the output control unit 117, and the like) by appropriately reading and executing various programs and the like stored in the storage unit 122 and the like. That is, the functions of each unit may be realized by computer implementation.

[0021] The communication unit 121 is, for example, a communication interface capable of transmitting and receiving various information to and from a device (external device) outside the information processing apparatus 100.

[0022] The storage unit 122 may store, for example, various information and programs. An example of the storage unit 122 may be a memory, a solid state drive, a hard disk drive, and the like. Note that the storage unit 122 may be, for example, a storage area and a server on the cloud.

[0023] The display unit 123 is a display capable of displaying various characters, symbols, and images, for example. The display unit 123 may also be the display unit of a user terminal 131 used by a user of the information processing device 100. The user terminal 131 may be, for example, a desktop computer, laptop computer, tablet, or smartphone.

[0024] The first acquisition unit 111, the second acquisition unit 112, the third acquisition unit 113, and the construction unit 114 receive input such as strategic objectives and perform data integration (see step ST1 in Figure 1). For example, if the information processing device 100 executes a program or the like to register each piece of information (for example, strategic information, objective information, policy implementation information, and related information) in a registration field 201 (see Figure 3), the first acquisition unit 111, the second acquisition unit 112, and the third acquisition unit 113 may acquire each piece of information via the registration field 201 when the information processing device 100 executes a program or the like to register each piece of information (for example, strategic information, objective information, policy implementation information, and related information, etc.) in the registration field 201 (see Figure 3) displayed on the screen of the display unit 123.

[0025] In other words, the first acquisition unit 111 acquires strategic information describing the business strategy and target information describing the business objectives. For example, the first acquisition unit 111 acquires strategic information describing at least one company-wide, business unit, and product-specific strategy for the business, and KGI target information describing key performance indicators (KGIs) for the business.

[0026] The first acquisition unit 111 acquires, for example, business strategy information. Business strategy information includes, for example, strategic information and target information (KGI target information) for the company (entire company) that conducts business, the business unit as the department that conducts business, and for each item (product) provided to customers by the business. As a specific example, strategic information may be information that shows the overall strategy, such as "This term, we will prioritize expanding market share for the new product, and the target is ○○~". In other words, strategic information may be, for example, information that shows a summary of the overall strategy, and information that briefly explains the overall strategy. Target information may be information that shows the key goal indicator (KGI) corresponding to the strategic information (for example, the overall strategy, etc.) (KGI target information).

[0027] Strategic information and objective information may, for example, be qualitative information that qualitatively indicates the content recorded in such information, or they may be quantitative information that quantitatively indicates the content recorded in such information. Qualitative information may include, for example, information on the objectives, planning, and review of measures (registered in ACM), internal marketing-related documents (proposals, strategic documents), publicly available company and competitor news, and various other recorded information such as recordings and minutes of internal meetings. As a specific example, qualitative information may also include information that records the content of text such as, "Sales volume is 1.5 times higher than last month, and in order to prioritize market share expansion, a deterioration in customer acquisition cost (CPA: Cost Per Acquisition) of up to 20% is acceptable." Quantitative information may include various types of information, such as information measuring access status to media such as websites (media and measurement information), creatives, delivery settings, delivery results (e.g., CTR, CVR, and CPA), and image and text information obtained from the web page to which the advertisement was directed. As a specific example, quantitative information may also include information that records content expressed in specific numerical values, such as sales targets and lead acquisition targets.

[0028] The first acquisition unit 111 acquires the registered strategic information and target information files when, for example, software stored in the storage unit 122 of the information processing device 100 is executed and the strategic information and target information files are registered in the input fields of the screen displayed on the display unit 123 or the display unit 123 of the user terminal (for example, by copy and paste, and drag and drop). In other words, the first acquisition unit 111 may acquire the strategic information and target information, for example, via the communication unit 121.

[0029] Furthermore, business strategy information (strategy information and target information) may, for example, be included in the policy implementation information described later, or may be estimated from the policy implementation information by the information processing device 100 (control unit 110). In other words, if the strategy information and target information are not explicitly entered (registered) on the screen as described above, the information processing device 100 (control unit 110) may estimate the business strategy information (strategy information and target information) from multiple sources of information, such as project proposals, past policy results, review notes, and competitor news, which are included in the policy implementation information.

[0030] The second acquisition unit 112 acquires policy implementation information that describes the details of the implementation of policies related to the business. That is, the second acquisition unit 112 acquires policy implementation information, for example, via the communication unit 121. Information on the implementation of measures may include, for example, project proposals for individual measures of a business, creative materials (e.g., advertising materials), advertising delivery results (e.g., click-through rate (CTR), cost per acquisition (CPA)), website access measurement results (site measurement information), customer information from customer relationship management (CRM), conversion rates, business (goods (products), etc.) order data, and past review notes, as well as a collection of data automatically acquired and integrated from various advertising media and analytical tools through application programming interfaces (APIs).

[0031] The third acquisition unit 113 acquires relevant information that describes matters related to the business. Related information may also include peripheral / related information. Related information (peripheral / related information) may include, for example, industry news and information about competitors, which indicates the external situation and environment of the information processing device 100 (the company / business unit that conducts business), or information about internal resources that execute business strategies. Related information may also include various data sets, such as information obtained by company employees through searching websites, and information obtained by company employees through file registration, etc.

[0032] The construction unit 114 constructs an integrated database by associating strategic information and target information acquired by the first acquisition unit 111, policy implementation information acquired by the second acquisition unit 112, and related information acquired by the third acquisition unit 113. As an example, the construction unit 114 constructs an integrated database by semantically associating the strategic information and target information acquired by the first acquisition unit 111, the policy implementation information acquired by the second acquisition unit 112, and the related information acquired by the third acquisition unit 113 using the similarity of the content of each. In other words, the construction unit 114 constructs an integrated database by semantically associating (linking) the contents recorded in each of the strategic information and target information (business strategy information), policy implementation information, and related information with multiple perspectives, such as identification information (policy ID (Identification)) indicating each policy of the business, the name of the campaign carried out in the business (campaign name), the period set by the company's employees, etc. (target period), product names and service names (product names and service names mentioned in the business, etc.), and the similarity of their contents (descriptions).

[0033] The estimation unit 115 estimates, for example, the "strategic intent" of individual measures (see step ST2 in Figure 1). The estimation unit 115 estimates and verbalizes the "strategic intent" of each measure using a generative AI and a natural language model, based on qualitative information registered in the integrated database.

[0034] In other words, the estimation unit 115 uses natural language processing to translate the content of each of the strategic information, target information, policy implementation information, and related information recorded in the integrated database described above (the content to be written (recorded) for each piece of information) and estimates the text content. As an example, the estimation unit 115 uses natural language processing to translate the content of each of the strategic information, KGI target information, policy implementation information, and related information recorded in the integrated database and estimates the KPI text content that indicates the key performance indicators of individual marketing measures.

[0035] The estimation unit 115 receives strategic information, target information, policy implementation information, and related information as input from the integrated database described above, and converts the contents recorded in each of the received strategic information, target information, policy implementation information, and related information into language using natural language processing. The estimation unit 115 further uses natural language processing to extract or estimate the objectives of individual measures, the targets of individual measures, and key performance indicators (KPIs) for businesses and products, etc., from the converted text content.

[0036] In other words, the estimation unit 115 analyzes text data using, for example, natural language processing (LLM: Large Language Model), and extracts and estimates the "objectives," "targets," and "key performance indicators (KPIs)" of individual marketing measures as structured data. As a specific example, the estimation unit 115 may use natural language processing to translate the contents recorded in the strategic information, target information, policy implementation information, and related information, and make estimations such as, "This is the market launch phase for a new product, and the first step is to implement measures to increase awareness among the main target group (men in their 20s), and the key performance indicator (KPI) is 'reach'." As a concrete example, the estimation unit 115 analyzes the text information of the project proposal and creative materials and automatically generates the preconditions (context) for the analysis, such as "The objective of this campaign is to increase awareness of the new product X, and the main evaluation indicators are estimated to be reach and video completion rate. CPA will be used as a reference indicator."

[0037] The evaluation unit 116, for example, analyzes and visualizes "challenges to achieving business objectives" (see step ST3 in Figure 1). The evaluation unit 116 also examines the differences between targets and actual results using "strategic intentions".

[0038] In other words, the evaluation unit 116 uses artificial intelligence to evaluate the content described in the strategic information and target information acquired by the first acquisition unit 111, the text content estimated by the estimation unit 115, and the actual performance against the text content recorded in the integrated database, and then verbalizes the results of that evaluation. As an example, the evaluation unit 116 uses artificial intelligence to evaluate the content described in the strategic information and target information acquired by the first acquisition unit 111, the KPI text content estimated by the estimation unit 115, and the actual performance against the KPI text content recorded in the integrated database, and then verbalizes the results of that evaluation.

[0039] The evaluation unit 116 accepts, for example, strategic information and target information (KGI target information) (business strategy information) acquired by the first acquisition unit 111, and content estimated by the estimation unit 115 (objectives of individual measures expressed in language, targets of individual measures, and key performance indicators (KPIs)) etc.) and actual results (performance information) for that content as input. The evaluation unit 116 may, for example, use the quantitative information of the business strategy information (strategy information and target information) acquired by the first acquisition unit (in the integrated database constructed by the construction unit 114) as performance information (performance information). As mentioned above, the quantitative information may include various types of information, such as information measuring access status to media such as websites (media / measurement information), creatives, delivery settings, delivery results (e.g., CTR, CVR, and CPA), and image information and text information acquired from the web page to which the advertisement is directed. In other words, the quantitative information may include, for example, information that records performance (performance information).

[0040] The evaluation unit 116 evaluates, for example, the contents recorded in the strategic information and target information (business strategy information) respectively, by comparing them with the key performance indicators (KPIs) and results (results of individual measures) of the overall measures (for example, the sum of the KPIs and results of all measures). The evaluation unit 116 may, for example, perform this comparison and evaluation using artificial intelligence (AI) and natural language models (LLM, etc.). As part of this comparison and evaluation, the evaluation unit 116 may, for example, detect inconsistencies and discrepancies between the contents recorded in the strategic information and target information respectively, and the key performance indicators and results of the overall measures as "issues for achieving business objectives," and verbalize the detection results.

[0041] As a specific example, the evaluation unit 116 automatically generates marketing challenges such as, "The business strategy information stated that 'a doubling of market share and a 20% deterioration in cost per acquisition (CPA) is acceptable,' but 90% of the implemented measures (individual measures) were biased towards so-called 'harvesting measures' aimed at acquiring short-term, highly efficient conversions (CV), resulting in the maintenance of CPA and stagnant overall market share growth. There is a lack of awareness measures necessary to achieve the goal."

[0042] The evaluation unit 116 uses, for example, the "strategic intention" estimated by the estimation unit 115 as an evaluation axis to qualitatively evaluate the business impact of the difference (gap). The evaluation unit 116 conducts a qualitative assessment of the gap as its first evaluation criterion. That is, if the target is not met, for example, the evaluation unit 116 analyzes which group of measures with which "strategic intentions" the shortfall originated. As a specific example, even if the overall conversion rate (CV) is 20 below the target, the evaluation unit 116 breaks it down into its constituent elements, such as "the harvesting measures were 30 below the target, and the awareness measures were 10 above the target," and identifies the true problem: "a serious problem has occurred with the harvesting measures, which are the core of the business." Furthermore, the evaluation unit 116 conducts a portfolio health assessment as a second evaluation criterion. That is, even if the target is achieved, the evaluation unit 116 evaluates whether the breakdown of that achievement (portfolio) is strategically sound. As a specific example, if the target conversion rate (CV) is achieved, but almost all of it is due to harvesting measures and there is no contribution from awareness measures, the evaluation unit 116 will warn that "it is a success in the short term, but in the long term there is a potential risk of the pipeline of new customers being depleted."

[0043] The output control unit 117 outputs, for example, information for interactive problem-solving support (see step ST4 in Figure 1).

[0044] In other words, the output control unit 117 controls the output unit to output the text content, which has been evaluated and verbalized by the evaluation unit 116, as challenges for achieving business objectives. The output unit may be, for example, a communication unit 121, a storage unit 122, and a display unit 123.

[0045] The output control unit 117 may, for example, control the communication unit 121 to transmit tasks for achieving business objectives to an external device. The external device here may be a terminal (user terminal) used by the user of the information processing device 100 (the user of the company conducting the business evaluation). As a specific example, the user terminal may be a desktop computer, laptop computer, tablet, or smartphone. The output control unit 117 may, for example, control the storage unit 122 to store the challenges for achieving business objectives as a log (history). The output control unit 117 may, for example, control the display unit 123 to display the challenges for achieving business objectives.

[0046] As a specific example, first, the output control unit 117 receives the evaluation result (verbalized text content) from the evaluation unit 116 as input. The output control unit 117 then controls the output unit to output the evaluation result (verbalized text content) from the evaluation unit 116 as "challenges for achieving business objectives". In this case, the output control unit 117 may, for example, use AI and natural language models (LLM) to present to the user of the information processing device 100 an analysis plan and a hypothesis for measures to solve the evaluation results (challenges for achieving business objectives) from the evaluation unit 116, and may further explore the challenges, analysis plan, and hypothesis for measures through dialogue with the user.

[0047] Furthermore, the output control unit 117 may, for example, automatically formulate an "analysis plan" that is appropriate to the context. That is, the output control unit 117 may use the "strategic intention" evaluated by the evaluation unit 116 as an absolute constraint, and the artificial intelligence (AI) may automatically formulate the optimal analysis plan. As a specific example, if the output control unit 117 identifies that "there is a problem with the harvesting strategy," it may automatically generate and execute analytical tasks that directly lead to solving the problem, such as "comparing CVR by creative within the group of harvesting strategies" and "investigating the advertising status of competitors," rather than simply "comparing CPAs."

[0048] Furthermore, the output control unit 117 may, for example, "self-critically" evaluate the results (analysis results) obtained by automatically performing the analysis task described above. That is, the output control unit 117 may, for example, use artificial intelligence (AI) to automatically perform a "self-critical" evaluation similar to that of a human expert before presenting the analysis results. In this case, the output control unit 117 may eliminate obviousness as the first evaluation axis for performing the evaluation. As a specific example, the output control unit 117 may detect obvious analysis results such as "harvesting measures have a higher CVR than awareness measures" and automatically eliminate them as noise. Furthermore, the output control unit 117 may also verify strategic consistency as a second evaluation axis. That is, the output control unit 117 may verify whether it is consistent with the "strategic intent" estimated by the estimation unit 115. As a specific example, even if the output control unit 117 obtains a result indicating that "the CPA for awareness measures is high," it may determine that "this is a strategically acceptable result and not a problem" and suppress unnecessary alerts.

[0049] [Information Processing Methods] Next, an information processing method according to one embodiment will be described. Figure 4 is a flowchart illustrating an information processing method according to one embodiment.

[0050] In step ST101, the first acquisition unit 111 acquires strategic information describing the business strategy and target information describing the business objectives. As an example, the first acquisition unit 111 acquires strategic information describing at least one company-wide, business unit, and product-specific strategy for the business, and KGI target information describing key performance indicators (KGIs) for the business.

[0051] In step ST102, the second acquisition unit 112 acquires policy implementation information that describes the details of the measures to be implemented for the business.

[0052] In step ST103, the third acquisition unit 113 acquires relevant information that describes the business.

[0053] In step ST104, the construction unit 114 constructs an integrated database by associating the strategic information and target information obtained in step ST101 with the policy implementation information obtained in step ST102 and the related information obtained in step ST103. As an example, the construction unit 114 constructs an integrated database by semantically associating the strategic information and target information obtained in step ST101 with the policy implementation information obtained in step ST102 and the related information obtained in step ST103, using the similarity of the content of each.

[0054] In step ST105, the estimation unit 115 uses natural language processing to translate the content of each strategic information, target information, measure implementation information, and related information (the content to be written (recorded) for each piece of information) recorded in the integrated database constructed in step ST104, and estimates the text content. As an example, the estimation unit 115 uses natural language processing to translate the content of each strategic information, KGI target information, measure implementation information, and related information recorded in the integrated database constructed in step ST104, and estimates the KPI text content that indicates the key performance indicators of individual marketing measures.

[0055] In step ST106, the evaluation unit 116 uses artificial intelligence to evaluate the content described in the strategic information and target information obtained in step ST101, the text content estimated in step ST105, and the actual performance against the text content recorded in the integrated database, and then verbalizes the results of that evaluation. As an example, the evaluation unit 116 uses artificial intelligence to evaluate the content described in the strategic information and target information obtained in step ST101, the KPI text content estimated in step ST105, and the actual performance against the KPI text content recorded in the integrated database constructed in step ST104, and then verbalizes the results of that evaluation.

[0056] In step ST107, the output control unit 117 controls the output of the text content, which has been evaluated and verbalized in step ST106, as a task for achieving the business objectives. In this case, the output control unit 117 may, for example, output for interactive task-solving support (output as a task for achieving the business objectives).

[0057] [Examples] Next, an example of this embodiment will be described.

[0058] Examples 1-3 are scenarios that present "challenges to achieving business objectives" when clear Key Goal Indicators (KGIs) are set. Examples 4-7 are scenarios in which "challenges to achieving business objectives" are discovered and presented through routine automated analysis. In the scenarios of Examples 4-7, it is assumed that the information processing device 100 automatically monitors information (data) on a daily or weekly basis without explicit instructions from the user, and proactively notifies and reports the discovered "challenges to achieving business objectives (strategic challenges)" to the user.

[0059] (Example 1) Example 1 illustrates the launch of a new brand on an e-commerce site.

[0060] In Example 1, the information processing device 100 has set a Key Goal Indicator (KGI) of "achieving 20% ​​brand awareness among the target audience within six months," and the measures taken to achieve this include "influencer marketing, video advertising, and branded search advertising." Analysis by the information processing device 100 revealed that while the conversion rate (CVR) and cost per acquisition (CPA) of branded search ads were very good, a review of the budget allocation revealed that 80% of the total budget was allocated to these branded search ads, while the budget for video ads and influencer marketing, which contribute to increasing brand awareness, was extremely small. In this case, the information processing device 100 evaluates and outputs the following as "Challenges for achieving business objectives": "The current budget allocation is optimized for short-term conversion rate acquisition, but it is making it difficult to achieve the business objective (KGI) of '20% brand awareness.' A review of the budget allocation for awareness measures is necessary."

[0061] (Example 2) Example 2 illustrates and explains a discrepancy in the creative strategy during the market launch phase of a new product.

[0062] In Example 2, the information processing device 100 has set the Key Goal Indicator (KGI) as "Market launch phase of the new product 'Gadget Z'. Aim for a 30% awareness rate among the main target group (men in their 20s) within six months." To achieve this, the implementation measures include "video advertisements on video sharing sites, article advertisements on product comparison sites, and web search advertisements for the product name." Analysis using the information processing device 100 revealed that the CPA for web search ads was very low, and the CVR via product comparison sites also met the target, making the individual KPIs appear good. However, the business strategy document registered with ACM clearly stated that "in the initial phase, reach and buzz will be the top priority, rather than CPA efficiency." Furthermore, the information processing device 100 analyzed the performance of video advertisements on video sharing sites and detected that the ad creatives were geared towards "comparison-oriented" viewers, listing product specifications in detail, resulting in a high skip rate. Although impressions were being generated, it was determined that the ads were not gaining the viewing behavior necessary to raise awareness among the target audience. In this case, the information processing device 100 evaluates and outputs the following as "Challenges for achieving business objectives": "While harvesting measures (search ads, comparison sites) are performing well, the creative strategy for video advertising, which should be the core of the business objective (KGI), does not align with the goal of 'increasing awareness in the market launch phase.' If the objective is to increase awareness, we recommend changing the creative to one that concisely conveys the product's benefits and attracts the target audience's interest."

[0063] (Example 3) Example 3 illustrates and explains an inefficient state caused by cannibalization between channels.

[0064] In Example 3, the information processing device 100 has set a Key Goal Indicator (KGI) of "improving the return on investment (ROI) of overall marketing expenses by 10% compared to the previous year," and the measures taken to achieve this include "listing ads (branded and general), organic traffic measures through search engine optimization (SEO), and affiliate advertising." Analysis by the information processing device 100 showed that the branded keyword campaign for listing ads recorded an extremely high CVR and a low CPA, making it appear to be a very effective strategy when viewed in isolation. However, when analyzing the contact history of users who converted (CV) using path analysis data such as AdEBiS, it was discovered that 90% of users who converted via branded keywords had previously visited the site via organic search. In this case, the information processing device 100 outputs the following evaluation as a "challenge for achieving business objectives": "Branded keyword advertising is in a state of cannibalization, where users that could have been acquired organically are being acquired at an additional cost. From the perspective of improving ROI, which is the key performance indicator (KGI) for business objectives, we recommend reducing the budget for branded keyword advertising and reallocating it to general keywords and other channels that lead to the acquisition of new customers."

[0065] (Example 4) Example 4 illustrates the process of performing an automated analysis called "Regular Report for the First Half of August."

[0066] In Example 4, the information processing device 100 uses a pre-registered quarterly KGI (Key Goal Indicator) as its reference: "Increase website sales in the third quarter (Q3) by 15% compared to the second quarter (Q2)." The analysis period is set to include all marketing initiatives from August 1st to 15th. Analysis using the information processing device 100 revealed that while the conversion rate (CVR) for the "Summer Sale" campaign was very high and the individual KPI was met, overall site sales only increased slightly compared to the latter half of July. Furthermore, the information processing device 100 used artificial intelligence (AI) to read the planning memo for the "Summer Sale" registered in ACM and estimated that the main objective was "acquiring new customers through the sale." Furthermore, the information processing device 100 matched the advertising path analysis data with the site login information and identified that 85% of the buyers during the sale period were existing customers. In this case, the information processing device 100 outputs an automated notification of "challenges for achieving business objectives (strategic challenges)" with the following evaluation: "[Weekly Report] The 'Summer Sale' was successful in stimulating purchases from existing customers, but it did not lead to the objective of 'acquiring new customers.' As a result, overall sales growth on the site has slowed, and approaching new customer segments is urgently needed to achieve the KGI for the third quarter (Q3)."

[0067] (Example 5) Example 5 illustrates the detection of the risk of a surge in CPA due to portfolio distortion.

[0068] In Example 5, the information processing device 100 uses "prioritizing the acquisition of new customers while keeping the overall CPA of marketing within 4,000 yen" as the key goal indicator (KGI) to reference, and multiple advertising campaign groups (A for new customer acquisition, B for retargeting) are set as the targets of analysis. Analysis by the information processing device 100 revealed that the system monitors the portfolio daily, and the overall CPA is 3,800 yen, which is within the target range and appears to be fine at first glance. However, an analysis of the breakdown revealed that the CPA for new customer acquisition campaign A had worsened to 6,000 yen, while the CPA for retargeting campaign B was operating very efficiently at 1,000 yen, thus keeping the overall CPA down. In this case, the information processing device 100 outputs an alert for "Challenges to Achieving Business Objectives (Strategic Challenges)" with the following evaluation: "[Portfolio Risk Detection] While the overall CPA is within the target, the efficiency of acquiring new customers, which is the core of the KGI, has deteriorated significantly. The current good overall CPA relies on efficient retargeting, and if this continues, there is a risk that the influx of new customers will dwindle, hindering future business growth. We strongly recommend reviewing the creative and targeting of new customer acquisition campaign A." While conventional tools only point out the deterioration of the CPA for Campaign A, the information processing device 100 disclosed here can warn about it by adding a management context, such as that it represents a "distortion of the entire portfolio" and a "risk that will make it impossible to achieve the KGI in the future."

[0069] (Example 6) In Example 6, the information processing device 100 will be described as an example of detecting a decrease in the contribution of retargeting advertising.

[0070] In Example 6, the information processing device 100 uses "maximizing the number of new customer acquisitions" as the key goal indicator (KGI) to reference, and all display advertising campaigns (new customer ads and retargeting ads) are set as the target of analysis. Analysis by the information processing device 100 revealed that the portfolio was evaluated weekly by the device (system) and that 60% of the display advertising budget was being allocated to retargeting ads with a high conversion rate (CVR). Furthermore, the information processing device 100 analyzed AdEBiS's indirect effect measurement data (attribution analysis) and found that 95% of the conversions via retargeting were users who had initially been exposed through organic search or new user-targeted advertising. In this case, the information processing device 100 outputs a weekly report on "Challenges for Achieving Business Objectives (Strategic Challenges)" with the following evaluation: "While retargeting ads show a high conversion rate (CVR), most of them are merely a 'final push' to users who are already likely to be acquired, and their direct contribution to the KGI of 'acquiring new customers' is limited. Reallocating a portion of the budget to new-target advertising that creates touchpoints with new users could potentially accelerate the achievement of the KGI."

[0071] (Example 7) In Example 7, the information processing device 100 will be described as an example of identifying a message mismatch between an advertisement and a landing page (LP).

[0072] In Example 7, the information processing device 100 uses "maintain a site-wide conversion rate of 3% or higher" as its key goal indicator (KGI), and the analysis targets website measurement information for all advertising campaigns and the landing pages they lead to. Analysis by the information processing device 100 revealed through daily monitoring that, despite a very high click-through rate (CTR) of 5% for a specific campaign (e.g., "Spring Free Shipping Campaign"), the bounce rate of the landing page (LP) to which users were directed was abnormally high at 90%, indicating that it was not leading to conversions. Furthermore, the information processing device 100 automatically compares the text information of the advertising creative obtained from the advertising medium (for example, "Free shipping on all items for a limited time!") with the text information of the LP title and h1 tag (the HTML tag that indicates the top level on a web page) obtained via AdEBiS, and identifies that the LP does not contain phrases such as "free shipping" in the first view. In this case, the information processing device 100 outputs an alert for "Challenges to Achieve Business Objectives (Strategic Challenges)" with the following evaluation: "[Opportunity Loss Alert] Although the 'Free Shipping Campaign' has attracted a lot of attention, the bounce rate on the landing page (LP) is extremely high. This is because there is a discrepancy between the advertising message and the content of the LP, which is failing to meet user expectations. Clearly stating 'Free Shipping' in the first view of the LP is expected to improve the overall site conversion rate (CVR), which is the KGI."

[0073] [Differentiation] The information processing device 100 may have the following characteristic configurations in its interaction section with the user, in addition to the internal processing described above (processing by the control unit 110, etc.).

[0074] (1) The information processing device 100 may explicitly display the challenges to achieving the business objectives. That is, the information processing device 100 may provide a dedicated UI (User Interface) component on the screen that displays the challenges, which displays the "detected challenges to achieving the business objectives" side by side. The display format of the screen of the information processing device 100 may itself embody the concept of this disclosure.

[0075] (2) When the information processing device 100 presents the user with "challenges for achieving business objectives," it may provide the user with an interactive information supplementation flow. That is, if it is difficult to analyze the challenges due to insufficient information (data), the information processing device 100 may present the user with options to solve the problems that arose in the system's analysis process and provide a UI flow that prompts input, such as "The business objectives and the KPIs of the measures do not match. Please select the main objective of the measures from 'awareness' or 'harvesting'."

[0076] (3) The information processing device 100 may be equipped with a feedback loop that incorporates the judgment of experts. That is, the information processing device 100 may provide a feedback UI in which the user evaluates the "challenges for achieving business objectives" estimated (presented to the user) by artificial intelligence (AI), etc., as "important" or "irrelevant". The information processing device 100 may have the AI ​​learn from the content of the feedback and modify the AI ​​model so that the AI's analysis logic is closer to the thinking of human experts (for example, managers and marketing managers) in subsequent uses.

[0077] [About the features] Next, the functions and circuitry of the information processing device 100 described above will be explained.

[0078] Each part of the information processing device 100 may be implemented as a function of a computer processor or the like. The information processing device 100 may implement the functions of each part by, for example, one control unit 110 (e.g., a processor). Alternatively, the information processing device 100 may implement the functions of each part in a distributed manner by, for example, multiple different control units 110 (e.g., multiple processors).

[0079] The first acquisition unit 111, second acquisition unit 112, third acquisition unit 113, construction unit 114, estimation unit 115, evaluation unit 116, and output control unit 117 (control unit 110) of the information processing device 100 described above may be implemented as a first acquisition function, second acquisition function, third acquisition function, construction function, estimation function, evaluation function, and output control function (control function), respectively, by a computer processor or the like. The information processing program can enable a computer to implement each of the functions described above. The information processing program may be recorded on a computer-readable, non-temporary, tangible recording medium such as memory, a solid-state drive, a hard disk drive, or an optical disc. The storage medium may be rephrased as, for example, a non-temporary, tangible, computer-readable medium for storing the information processing program. The information processing program may also be transmitted online. The information processing program can be used to realize a product (computer program product) that includes the information processing program, in which the control unit 110 (e.g., a processor) executes the functions of each of the parts described above.

[0080] Furthermore, the communication unit 121, storage unit 122, and display unit 123 (output unit) of the information processing device 100 may be implemented as, for example, a communication function, storage function, and display function (output function) that include the functions of a processor.

[0081] The information processing device 100 can be configured to combine one or any multiple of the above-described parts. In this disclosure, the term "information" is used, but the term "information" can be replaced with "data," and the term "data" can be replaced with "information."

[0082] [Aspects and Effects of This Embodiment] Next, one aspect and its effects of this embodiment will be described. Note that the aspects described below are merely examples as of the time of filing, and this embodiment is not limited to the aspects described below. It may be realized by appropriately combining the parts described above. Furthermore, the effects of this embodiment described below are merely examples, and the effects are not limited to those described below. Also, this embodiment may, for example, achieve at least one of the effects described below.

[0083] (Aspect 1) One embodiment of the information processing device includes: a first acquisition unit that acquires strategic information describing a business strategy and objective information describing business goals; a second acquisition unit that acquires policy execution information describing the details of the implementation of measures related to the business; a third acquisition unit that acquires related information describing content related to the business; a construction unit that constructs an integrated database by associating the strategic information and objective information acquired by the first acquisition unit, the policy execution information acquired by the second acquisition unit, and the related information acquired by the third acquisition unit; an estimation unit that estimates text content by verbalizing the content of the strategic information, objective information, policy execution information, and related information recorded in the integrated database using natural language processing; an evaluation unit that uses artificial intelligence to evaluate the strategic information and objective information acquired by the first acquisition unit, the text content estimated by the estimation unit, and the actual results for the text content recorded in the integrated database, and verbalizes the results of the evaluation; and an output control unit that controls the output of the text content verbalized by the evaluation unit as challenges for achieving business goals.

[0084] (Aspect 2) An information processing device in one embodiment includes: a first acquisition unit that acquires strategic information describing at least one company-wide, business unit, and product-specific strategy for the business, and KGI target information describing key performance indicators for the business; a second acquisition unit that acquires policy implementation information describing the details of the implementation of measures for the business; a third acquisition unit that acquires related information describing content related to the business; a construction unit that constructs an integrated database by semantically relating the content of the strategic information and target information acquired by the first acquisition unit, the policy implementation information acquired by the second acquisition unit, and the related information acquired by the third acquisition unit; and an integrated database The system comprises: an estimation unit that uses natural language processing to verbalize the content of strategic information, KGI target information, measure implementation information, and related information recorded in the system, and estimates the KPI text content that indicates the key performance indicators of individual marketing measures; an evaluation unit that uses artificial intelligence to evaluate the content recorded in the strategic information and target information acquired by the first acquisition unit, the KPI text content estimated by the estimation unit, and the actual results against the KPI text content recorded in the integrated database, and verbalizes the results of the evaluation; and an output control unit that controls the system to output the text content that has been evaluated and verbalized by the evaluation unit as challenges for achieving business objectives.

[0085] (Aspect 3) In one embodiment of the information processing method, a computer performs the following steps: a first acquisition step in which it acquires strategic information describing the business strategy and objective information describing the business objectives; a second acquisition step in which it acquires policy implementation information describing the details of the implementation of measures related to the business; a third acquisition step in which it acquires related information describing content related to the business; a construction step in which it constructs an integrated database by associating the strategic information and objective information acquired in the first acquisition step, the policy implementation information acquired in the second acquisition step, and the related information acquired in the third acquisition step; an estimation step in which it estimates the text content by verbalizing the content of the strategic information, objective information, policy implementation information, and related information to be recorded in the integrated database using natural language processing; an evaluation step in which it uses artificial intelligence to evaluate the strategic information and objective information acquired in the first acquisition step, the text content estimated in the estimation step, and the actual results for the text content recorded in the integrated database, and verbalizes the results of the evaluation; and an output control step in which it controls the output of the text content verbalized by the evaluation step as challenges for achieving business objectives.

[0086] (Aspect 4) One embodiment of an information processing program enables a computer to implement: a first acquisition function that acquires strategic information describing business strategies and objective information describing business goals; a second acquisition function that acquires policy implementation information describing the details of the implementation of measures related to the business; a third acquisition function that acquires related information describing content related to the business; a construction function that constructs an integrated database by associating the strategic information and objective information acquired by the first acquisition function, the policy implementation information acquired by the second acquisition function, and the related information acquired by the third acquisition function; an estimation function that estimates text content by verbalizing the content of the strategic information, objective information, policy implementation information, and related information recorded in the integrated database using natural language processing; an evaluation function that uses artificial intelligence to evaluate the strategic information and objective information acquired by the first acquisition function, the text content estimated by the estimation function, and the actual results for the text content recorded in the integrated database, and verbalizes the results of the evaluation; and an output control function that controls the output of the text content verbalized by the evaluation function as challenges for achieving business goals.

[0087] (effect) This allows the information processing device to estimate the challenges to achieving business objectives. For example, the device can evaluate the consistency between business strategies and marketing measures and automatically estimate the challenges to achieving those objectives. Furthermore, the information processing device in this embodiment can output the results of that estimation. Furthermore, information processing devices can identify "strategic issues" that hinder the achievement of overall business goals, even when individual measures appear efficient, and facilitate improvements.

[0088] As a concrete example, information processing equipment can eliminate the disconnect between management and the front lines by ensuring that business strategies and daily marketing activities are always aligned, allowing the entire organization to work towards the same goals. As a concrete example, information processing equipment can identify more fundamental issues from the perspective of its contribution to achieving the KGI, rather than being constrained by the KPIs of individual measures, thus preventing the so-called "seeing the trees but not the forest" phenomenon. As a concrete example, information processing devices enable even non-experts to continuously monitor and automatically identify issues, gain strategic insights based on information (data), and accelerate decision-making and the PDCA cycle. In other words, information processing devices can accelerate and improve the sophistication of decision-making. As a concrete example, while the information processing system primarily focuses on evaluating the overall business strategy and the portfolio of measures, and presenting "challenges for achieving business objectives," its analytical logic can also be applied to the evaluation of individual measures, enabling a consistent marketing evaluation from a micro to macro perspective. In other words, the information processing system can enhance the flexibility of analytical granularity. [Explanation of Symbols]

[0089] 100 Information Processing Devices 110 Control Unit 111 First acquisition part 112 Second acquisition part 113 Third Acquisition Department 114 Construction Department 115 Estimation Department 116 Evaluation Department 117 Output Control Unit 121 Communications Department 122 Storage section 123 Display section 131 User terminals 201 Registration field

Claims

1. A first acquisition unit acquires strategic information describing the business strategy, KGI target information describing the business objectives, and performance information recording the results. A second acquisition unit acquires policy implementation information that describes the details of the implementation of measures for the aforementioned project, A third acquisition unit acquires relevant information that describes the contents related to the aforementioned business, A construction unit constructs an integrated database by semantically linking the content of strategic information, KGI target information, and performance information acquired by the first acquisition unit, policy implementation information acquired by the second acquisition unit, and related information acquired by the third acquisition unit, using the similarity of the content of each of these. An estimation unit that uses natural language processing to translate the content of strategic information, KGI target information, policy implementation information, and related information recorded in the aforementioned integrated database into text and estimates the text content. An evaluation unit inputs strategic information and KGI target information acquired by the first acquisition unit, text content estimated by the estimation unit, and actual results for the text content recorded in the integrated database into artificial intelligence for evaluation, and uses the artificial intelligence to verbalize the evaluation; The output control unit controls the output of the text content, which has been evaluated and verbalized by the evaluation unit, as issues for achieving business objectives. An information processing device equipped with the following features.

2. A first data acquisition unit acquires strategic information that describes at least one company-wide, business unit, and product-specific strategy for the business, KGI target information that describes key performance indicators for the said business, and performance information that records actual results. A second acquisition unit acquires policy implementation information that describes the details of the implementation of measures for the aforementioned project, A third acquisition unit acquires relevant information that describes the contents related to the aforementioned business, A construction unit constructs an integrated database by semantically linking the content of strategic information, KGI target information, and performance information acquired by the first acquisition unit, policy implementation information acquired by the second acquisition unit, and related information acquired by the third acquisition unit, using the similarity of the content of each of these. An estimation unit that uses natural language processing to translate the content of strategic information, KGI target information, policy implementation information, and related information recorded in the aforementioned integrated database, and estimates the KPI text content that indicates the key performance indicators of individual marketing measures. An evaluation unit inputs the contents described in the strategic information and KGI target information acquired by the first acquisition unit, the KPI text content estimated by the estimation unit, and the actual results for the KPI text content recorded in the integrated database into artificial intelligence for evaluation, and uses the artificial intelligence to verbalize the evaluation. The output control unit controls the output of the text content, which has been evaluated and verbalized by the evaluation unit, as issues for achieving business objectives. An information processing device equipped with the following features.

3. Computers The first acquisition step involves acquiring strategic information that describes the business strategy, KGI target information that describes the goals for the said business, and performance information that records the results. A second acquisition step involves obtaining policy implementation information that describes the details of the measures to be implemented for the aforementioned project, A third acquisition step involves obtaining relevant information that describes the contents related to the aforementioned business, A construction step involves constructing an integrated database by semantically linking the strategic information, KGI target information, and performance information obtained in the first acquisition step, the policy implementation information obtained in the second acquisition step, and the related information obtained in the third acquisition step, using the similarity of the content of each of these. An estimation step is performed to estimate the text content of each of the strategic information, KGI target information, policy implementation information, and related information recorded in the aforementioned integrated database by converting them into language using natural language processing. An evaluation step in which strategic information and KGI target information acquired by the first acquisition step, text content estimated by the estimation step, and actual results for the text content recorded in the integrated database are input into artificial intelligence for evaluation, and the evaluation is verbalized by the artificial intelligence, The output control step controls the output of the text content, which has been evaluated and verbalized in the aforementioned evaluation step, as issues for achieving business objectives. An information processing method that performs the following.

4. On the computer, A first acquisition function that acquires strategic information describing the business strategy, KGI target information describing the goals for the said business, and performance information recording the results, A second acquisition function acquires policy implementation information that describes the details of the measures to be implemented for the aforementioned project, A third acquisition function that acquires relevant information describing the contents related to the aforementioned business, A construction function that constructs an integrated database by semantically linking the content of strategic information, KGI target information, and performance information acquired by the first acquisition function, policy implementation information acquired by the second acquisition function, and related information acquired by the third acquisition function, respectively, The aforementioned integrated database includes an estimation function that uses natural language processing to translate the content of strategic information, KGI target information, policy implementation information, and related information into language and estimate the text content. An evaluation function that inputs strategic information and KGI target information acquired by the first acquisition function, text content estimated by the estimation function, and actual results for the text content recorded in the integrated database into artificial intelligence for evaluation, and uses the artificial intelligence to verbalize the evaluation, The output control function controls the output of the text content, which has been evaluated and verbalized by the aforementioned evaluation function, as issues for achieving business objectives. An information processing program that makes this possible.

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