JP7582878B2 - Contact analysis system, contact analysis method and program - Google Patents

Description

The contact analysis system of the present invention is a system that analyzes contact between a user and an object.

Conventionally, as shown in Patent Document 1 below, this type of contact analysis system is known to be an information processing device that uses a user's coordinates in a time series as a movement history, and based on the movement history, identifies the period of stay between the date and time of entering a location where the advertisement is encountered and the date and time of leaving the location, and determines that the user has been exposed to the advertisement if there is an overlap between the period of stay and the period during which the advertisement is displayed.

Patent No. 6383838

However, such conventional information processing devices have the problem that they cannot determine whether a person has come into contact with the advertisement unless they have the date and time of entering the location where the advertisement is displayed and the date and time of leaving the location.

As a result, even if a user has actually come into contact with the advertisement, there is a risk that the user will be determined not to have come into contact with the advertisement because the date and time of entry or exit cannot be identified.

In view of the above, the present invention aims to provide a contact analysis system, a contact analysis method, and a program that can reliably and easily determine contact with an object.

A contact analysis system according to a first aspect of the present invention is a contact analysis system that analyzes contact between a user and an object, comprising:
a user location information acquisition unit that acquires location information of a user terminal carried by the user;
an object information storage unit that stores object position information related to an installation position of the object and object content information related to the content of the object and a period during which the object has that content;
a user identification unit that identifies a user who has come into contact with an object during a specific period in which the object has specific content, based on the user position information acquired by the user position information acquisition unit and the object position information and object content information stored in the object information storage unit ;
The user identification unit is characterized in that it changes a contact determination threshold for determining that the user has contacted the object depending on the content of the object .

According to the contact analysis system of the first invention, it is possible to identify users who are around an object during a specific period when the object has a specific content, based on the user position information acquired by the user position information acquisition unit and the object position information and object content information stored in the object information storage unit.

In other words, since the target object can search for and identify users around it, for example, if the target object is an advertisement, there is no problem in which contact determination cannot be made because there is no date and time of entry or exit from the location where the advertisement is located.

In this way, according to the contact analysis system of the first invention, contact with an object can be determined reliably and easily.
Furthermore, according to the contact analysis system of the first invention, the judgment threshold for determining whether or not the object has been contacted (e.g., the advertisement contact area) can be changed depending on the content of the object; for example, if the object is an advertisement, depending on the target user to whom the advertisement is to be shown, or depending on the size of the text or images in the advertisement.
In this way, according to the contact analysis system of the first invention, contact with an object can be reliably and easily determined depending on the contents of the object.

A contact analysis system according to a second aspect of the present invention is a contact analysis system according to the first aspect of the present invention,
The user identification unit is characterized in that it identifies a user who has come into contact with the object at a predetermined processing cycle during a specific period in which the object has specific content.

According to the contact analysis system of the second invention,
By identifying users who came into contact with an object at a specified processing cycle during a specific period in which the object has specific content, it becomes possible to make a contact determination that identifies the manner in which the user came into contact with the object in terms of the contact time, such as users who came into contact only at the beginning or end of the specific period, or for how long the user had continuous contact during the specific period.

In this way, the contact analysis system of the second invention can reliably and easily determine contact with an object, including the manner of contact in terms of contact time.

A contact analysis system according to a third aspect of the present invention is the contact analysis system according to the first or second aspect of the present invention,
The user identification unit is characterized by having an object content control unit that changes the content of the object to suit a user identified as a user who came into contact with the object during a specific period in which the object has specific content.

The contact analysis system of the third invention allows the object to search for and identify users around it, and therefore allows the object's content to be changed to suit the user in front of the object via the object content control unit.

In this way, the contact analysis system of the third invention can reliably and easily determine contact with an object and change the contents of the object to suit the user who is in contact.

A contact analysis system according to a fourth aspect of the present invention is any one of the first to third aspects of the present invention,
The user location information acquisition unit acquires user scan information, which is scan information in which a short-range communication device accessible by the user terminal is detected, as user location information;
The object information storage unit stores object scan information, which is scan information that detects a short-range communication device that can be accessed at an installation position of the object, as object position information;
The user identification unit is characterized in that, when the user scan information matches the object scan information within a certain range of an installation position of the object, the user identification unit identifies the user as the user who has touched the object.

According to the contact analysis system of the fourth invention, user scan information that detects an accessible short-range communication device is acquired as user position information, and the acquired user position information is used to determine whether or not the user has contacted the object by referring to object position information stored in the object information storage unit and including object scan information that detects an accessible short-range communication device at the installation position of the object.

When the user scan information matches the object scan information within a certain range of the installation position, it is determined that the user has come into contact with the object, and it is possible to determine that contact has occurred when the user enters within a certain range of the installation position. This makes it possible to make a contact determination that is in line with the actual situation.

Therefore, by performing contact determination based on scan information that detects accessible short-range communication devices, it is possible to accurately determine whether the user has come into contact with an object. Furthermore, by using the scan information, it is possible to pinpoint the user's location even underground or inside a building, where positioning cannot be done using GPS.

In addition, such scan information can be obtained using short-range communication devices that are already present around the target object, so the user terminal and the equipment around the target object do not need to be large-scale.

In this way, according to the contact analysis system of the fourth aspect of the invention, contact with an object can be reliably and easily determined in accordance with the actual situation.

A contact analysis system according to a fifth aspect of the present invention is a contact analysis system according to the fourth aspect of the present invention,
The user identification unit is characterized in that it determines that the user scan information matches the object scan information when a likelihood indicating the degree of match between the user scan information and the object scan information within a certain range of the installation position of the object is within a threshold range.

According to the contact analysis system of the fifth invention, since the radio wave conditions between the scan information and accessible short-range communication devices can change subtly, the likelihood indicating the degree of match is used, and when the likelihood is within a threshold range, it is determined that the user scan information matches the object scan information, making it possible to make a contact determination that is more accurate to the actual situation.

In this way, according to the contact analysis system of the fifth aspect of the invention, it is possible to reliably and easily determine contact with an object and contact within a certain range in a manner that is more in line with actual conditions.

A contact analysis system according to a sixth aspect of the present invention is any one of the first to fifth aspects of the present invention,
The object is an advertising medium.

According to the contact analysis system of the sixth invention, when the target object is an advertising medium, it is possible to reliably and easily determine contact between the advertising medium and the user without the need for a questionnaire survey or the like, which is preferable.

In this way, according to the contact analysis system of the sixth invention, contact with advertising media can be determined reliably and easily.

A contact analysis method of a seventh aspect of the present invention is a contact analysis method for analyzing contact between the user and the object as a process in the contact analysis system of any of the first to sixth aspects of the present invention , comprising:
a user location information acquisition step of acquiring location information of a user terminal carried by the user;
a user specifying step of specifying a user who has come into contact with the object during a specific period in which the object has a specific content by referring to object position information related to an installation position of the object stored in an object information storage unit and object content information related to the content of the object and a period in which the object has that content, from the user position information acquired by the user position information acquisition step ;
The user identification step is characterized in that a contact determination threshold for determining that the user has contacted the object is changed depending on the content of the object.

According to the contact analysis method of the seventh invention, it is possible to identify users who are around an object during a specific period when the object has a specific content, based on the user position information acquired by the user position information acquisition process and the object position information and object content information stored in the object information storage unit.

In other words, since the target object can search for and identify users around it, for example, if the target object is an advertisement, there is no problem in which contact determination cannot be made because there is no date and time of entry or exit from the location where the advertisement is located.

In this way, according to the contact analysis method of the seventh aspect of the invention, contact with an object can be determined reliably and easily.

A program according to an eighth aspect of the present invention is a program for analyzing contact between a user and an object, comprising:
On the computer,
acquiring location information of a user terminal carried by the user;
A program for identifying a user who has come into contact with an object during a specific period in which the object has a specific content by referring to object position information related to an installation position of the object stored in an object information storage unit and object content information related to the content of the object and a period in which the object has that content from acquired user position information,
The user is identified by changing a contact determination threshold for determining that the user has contacted the object depending on the content of the object.

According to the program of the eighth invention, it is possible to identify users who are around an object during a specific period when the object has specific content, based on the acquired user position information and the object position information and object content information stored in the object information storage unit.

In other words, since the target object can search for and identify users around it, for example, if the target object is an advertisement, there is no problem in which contact determination cannot be made because there is no date and time of entry or exit from the location where the advertisement is located.

In this way, according to the program of the eighth aspect of the invention, contact with an object can be determined reliably and easily.

FIG. 1 is a system configuration diagram showing an overview of a contact analysis system according to an embodiment of the present invention. 4 is a flowchart showing the processing contents in the contact analysis system of FIG. 1 .

As shown in FIG. 1, the contact analysis system 1 of this embodiment is mainly composed of a main server 100, and identifies a user 2 who has come into contact with an object 3. The system performs analysis via a user terminal 200 and an object management server 300 (see FIG. 2). The main server 100, the user terminal 200, and the object management server 300 are configured to be able to communicate data via a network NW such as the Internet.

Here, user 2 is a person who has given permission to provide the main server 100 with the location information of user 200 (user scan information, user GPS information, etc., described below) via the network NW, for example, via an application downloaded to a user terminal 200, such as a smartphone or tablet carried by user 2.

Furthermore, the object 3 may be, for example, an advertising medium (outdoor or indoor advertising, which may be either a fixed display such as paper media or a variable display such as digital signage), a screen or wall surface on which content is displayed, a store, or a specific product within a store (including a corner for a specific product), and is primarily a fixed object that is installed in a fixed position, but may also be a moving object that moves itself.

Note that although only one object 3 is shown in the drawing, in reality, like user 2, there are multiple different objects 3.

The object management server 300 is a server that collects, manages, and updates information related to multiple objects 3 under management. For example, if the object 3 is an advertising medium, it collects, manages, and updates object location information (object scan information, object GPS information), which is its location information, as well as the contents of the object 3 (for example, the display content on the display in the case of digital signage) and the display time (corresponding to a specific period of the present invention, for example, the advertising period).

The object management server 300 may be configured within the main server 100 (the object information storage unit 110 described below), and the object management server 300 may be omitted.

The main server 100 includes an object information storage unit 110, a user information storage unit 120, a judgment result storage unit 130, a user position information acquisition unit 140, a user identification unit 150, an object content control unit 160, an index calculation unit 180, and an attribute identification unit 190.

The object information storage unit 110 stores and holds object position information (object scan information/object GPS information), which is the position information of an object 3 that is the subject of contact determination, such as an advertising medium, as well as object content information, which is the content of the object 3 (for example, the content displayed on the display in the case of digital signage) and the retention period of that content (corresponding to a specific period of the present invention, for example, the advertisement posting period). Note that the object position information and object content information stored and held in the object information storage unit 110 are updated as appropriate with update information from the object management server 300.

The object position information of the object 3 includes the installation position of the object 3 and GPS information (latitude and longitude information) within a certain range (if the object 3 is an advertising medium, it can be seen; generally, a range of approximately a 20-50 m radius from the object 3 if outdoors, and approximately a 10-15 m radius if indoors. In Figure 1, the space on the imaginary circle X) as well as object scan information that detects accessible short-range communication devices within this certain range.

In addition, the contact detection area in which the target object is visible as an advertising medium may be set to a virtual detection boundary area (geofence) instead of being set to a certain range from the target object 3.

Here, the short-range communication device may be a device compatible with Wi-Fi, which is a wireless LAN, or a device compatible with some or all of short-range wireless communication standards such as Bluetooth, Beacon, IrDA, and ZigBee. The target scan information is a list of short-range communication devices that can be accessed at the measurement position and the radio wave strength of each device.

As a further explanation, the scan information, in the case of Wi-Fi, is, more precisely, the SSID (Service Set Identifier), BSSID (Basic Service Set Identifier), RSSI (Received Signal Strength Indicator), and latitude and longitude of each Wi-Fi router.

The object content information of object 3 includes, for example, the contents of advertising media that can be the object (outdoor or indoor advertising, which can be either a fixed display such as paper media or a variable display such as digital signage), screens or walls on which content is displayed, stores, specific products within stores (including corners for specific products), etc., and includes information regarding the retention period (specific period) of the contents as well as the contents.

The object location information and object content information of the object 3 are recorded with the update date and time along with the location information and content information so that the freshness of the information is clear. The object content information may be configured to refer to the object management server 300 as necessary, without being stored in the object information storage unit 110.

The user information storage unit 120 is a database that primarily stores basic attributes of users, such as some or all of their gender, date of birth, and place of residence, as well as the ADID, which is a unique ID for the user terminal.

The judgment result storage unit 130 is a database that stores the identification result (contact judgment result) of the user who has come into contact with the object 3 by the user identification unit 150.

The user location information acquisition unit 140 acquires, as user location information, either or both of the GPS information (latitude and longitude) of user 2 and user scan information, which is scan information that detects a short-range communication device accessible by the user terminal 200 carried by user 2.

Here, the user location information is location information that is linked to the time of measurement (time stamped).

The user identification unit 150 identifies the user 2 who has come into contact with the object 3 based on the user position information acquired by the user position information acquisition unit 140 and the object information (object position information and object content information) stored in the object information storage unit 110.

The object content control unit 160 controls the change of the content of the object 3 to suit the user 2 identified by the user identification unit 150 (e.g., according to the attributes and type of the user 2).

The index calculation unit 180 calculates the basic index and the extended index for the object 3 based on the multiple judgment results stored in the judgment result storage unit 130.

For example, the index calculation unit 180 calculates, as basic indexes, some or all of the number of contacts, the number of contacts, and the average contact time with a specific object 3 based on the judgment result of contact between multiple users 2 and the specific object 3.

In addition, as a first extended index, the index calculation unit 180 calculates the daily average contact rate, reach, frequency, GRP, and some or all of the estimated number of users when multiple users 2 are used as a sample and the multiple users 2 are expanded to a desired population using estimation logic.

Furthermore, the index calculation unit 180 generates index items of other index data by data fusion with other index data using multiple users 2 as samples as a second extended index, and calculates the index of the index items.

The attribute identification unit 190 refers to the user information storage unit 120 to identify the basic attributes and extended attributes of the user 2 who performed the contact determination.

For example, the attribute identification unit 190 refers to the user information storage unit 120 and identifies some or all of the user's gender, date of birth, and place of residence as basic attributes of the contacted (or not contacted) user 2.

The basic attributes are not limited to these, and may instead or in addition to these be other attributes collected in advance through a questionnaire or the like (e.g., annual income, occupation, family structure, etc.), as well as some or all of the attributes categorized by demographic variables, consumer behavior variables, psychological variables, and media (content and advertising) exposure variables.

In addition, the attribute identification unit 190 generates analysis items that the other attribute data has by fusing the basic attributes of user 2 with other attribute data (data that has already been acquired in advance) as the first extended attribute, and assigns the attributes of the analysis items.

Furthermore, the attribute identification unit 190 generates an attribute item related to the user's movement history from the movement history as a second extended attribute, and assigns the attribute of the attribute item.

Details of the index calculation process by the index calculation unit 180 and the attribute identification process by the attribute identification unit 190 will be described later.

The above is the configuration of the contact analysis system 1 of this embodiment. In the above configuration, each of the processing units 110 to 190 of the main server 100 (corresponding to the computer of the present invention) is composed of hardware such as a CPU (Central Processing Unit), ROM (Read Only memory), and RAM (Random Access Memory), and stores and holds in memory (not shown) programs that execute the various processes described below, and functions as a calculation device (sequencer) for executing various processes by executing the programs.

In addition, some or all of the processing units 110 to 190 that make up the main server 100 may be configured by other servers (external servers), and the contact analysis system 1 may be realized by distributed processing.

Next, the processing contents of the contact analysis system 1 configured as described above will be explained with reference to FIG. 2.

As a premise, the location information of the object 3 stored in the object information storage unit 110 is collected and compiled into a dictionary in advance, and is updated as necessary.

In particular, in underground or indoor spaces, stores, etc., it is not possible to obtain target GPS information, or even if it is obtainable, user GPS information cannot be obtained, making contact determination impossible. In these cases, contact determination using target scan information is effective, but the scan information, such as short-range communication devices such as Wi-Fi, changes with the installation or removal of such devices, and the radio wave strength can also change with the installation or removal of obstructions. For this reason, target scan information in particular is updated on a regular or irregular basis.

First, we will explain the process of updating the location information of the object 3 stored in the object information storage unit 110.

The object management server 300 reacquires object location information (particularly object scan information) at regular intervals (for example, once a month or once a week) and updates the object location information managed by the object management server 300 (Figure 2/SPEP310).

It is desirable to update the object location information by adding the update date and time together with the location information. This makes it possible to combine the freshness of the location information with user identification (contact determination), which will be described later.

The object management server 300 also periodically acquires information about the contents of the object and the specific period during which the object has its contents, and updates the object content information managed by the object management server 300 (Figure 2/STEP 311).

It is desirable to update the object content information by adding the update date and time together with the content information. This makes it possible to combine the freshness of the content information with user identification (contact determination), which will be described later.

Then, the object management server 300 transmits the updated object location information and object content information to the main server 100 via the network NW periodically or at least when the object location information is updated (FIG. 2/STEP 312).

The main server 100, which receives the update information, updates the object position information and object content information stored in the object information storage unit 110 (Figure 2/STEP 110).

For example, updated object position information (such as object scan information with a fixed update date and time) is stored in the object information storage unit 110. Also, updated object content information (such as the content of object 3 for the next week and the specific time for which each content is to be maintained) is stored in the object information storage unit 110.

This completes the process of updating the location information of the object 3 stored in the object information storage unit 110.

Next, we will explain the user identification process for identifying the user 2 who has come into contact with the object 3.

First, when user 2 goes to work, school, shopping, etc. while carrying user terminal 200, user location information, which is location information of user 200, is recorded in user terminal 200 via an application previously downloaded to user terminal 200 (Figure 2/SEP240).

The user location information here is GPS positioning data (user GPS information) and scan information (e.g., user scan information, which is a list of accessible Wi-Fi devices measured via the user terminal 200 at regular intervals and scan data that is the signal strength of each device), and these data are time-stamped.

Then, the user terminal 200 transmits the recorded user location information to the main server 100 via the network NW (FIG. 2/STEP 241). The transmission of the user location information is performed at a predetermined interval or each time a certain amount of data is accumulated, by processing in the application.

The user location information may be transmitted at a predetermined cycle close to real time (e.g., millisecond or microsecond cycles), allowing the user identification process and object content change process described below to be performed in real time, or if a certain amount of accumulated user location information is accumulated (accumulated and compressed) and transmitted (e.g., at kilosecond cycles), the user identification process may be performed after the fact.

The main server 100 receives the user position information, and the object position information acquisition unit 140 acquires it (FIG. 2/STEP 140, which corresponds to the user position information acquisition step of the present invention), and the user identification unit 150 performs user identification processing (contact determination processing and content identification processing) based on the acquired user position information (FIG. 2/STEP 150, which corresponds to the user identification step of the present invention).

The user identification unit 150 (A) determines whether the user 2 has come into contact with the object 3 based on a match (degree of match) between the acquired user position information and the object position information stored in the object position information storage unit 110 (contact determination process), and (B) if there has been contact, determines whether the object 3 has a specific period during which it had specific content based on the object content information stored in the object information storage unit 110 (content identification determination process), and if so, identifies the user 2 as the user 2 who came into contact with the object 3 during a specific period during which it had specific content.

For example, in the contact determination process, in FIG. 1, if user 2 enters a determination target range (space on virtual circle X) that is within a certain range of object 3, (1) the user position information acquired in STEP 140 includes user scan information measured within the determination target range (space on virtual circle X).

On the other hand, (2) the object position information storage unit 110 stores object scan information measured multiple times within the determination target range (the space on the virtual circle X) that is within a certain range of the object 3.

If the user scan information (1) matches the object scan information (2), the user identification unit 150 determines that the user 2 has come into contact with the object 3.

Here, if the likelihood indicating the degree of match is within a threshold value, it may be determined that the user scan information (1) matches the object scan information (2). Since the radio wave conditions between the scan information and accessible Wi-Fi devices can change slightly, it is possible to use the likelihood indicating the degree of match to determine that the user scan information matches the object scan information when the likelihood is within a threshold value, thereby enabling a contact determination that is more in line with reality.

Here, the likelihood threshold indicating the degree of match can be changed, so if the threshold is made stricter, the accuracy of the contact determination improves and the number of contactors decreases. Therefore, if the threshold is made stricter, it is possible to obtain the same effect as changing the contact determination area within a certain range of the target object 3 from virtual circle X to virtual circle Y, and performing contact determination based on the space on virtual circle Y.

On the other hand, if the threshold is relaxed, the accuracy of the contact determination decreases and the number of contactors increases. Therefore, if the threshold is relaxed, it is possible to obtain the same effect as changing the contact determination area within a certain range of the target object 3 from virtual circle X to virtual circle Z, and performing contact determination based on the space on virtual circle Z.

In this way, by changing the likelihood threshold, which indicates the degree of match, it is possible to essentially change the contact determination area X, which is within a certain range of the object 3, without having to perform measurements again to reacquire the object scan information.

The likelihood indicating the degree of match can be calculated in various ways, such as dividing the short-range communication devices that can access the scan information into a group with strong radio wave strength and a group with weak radio wave strength, setting a relatively high likelihood for the group with strong radio wave strength and a relatively low likelihood for the group with weak radio wave strength, and using the accumulated value of these as the likelihood indicating the degree of match. Alternatively, the likelihood indicating the degree of match may be calculated using an inferential statistical method (statistical distribution).

In addition, in conjunction with the contact determination process, the user identification unit 150 calculates the contact time amount, which is the stay time in the determination target range (the space on the virtual circle X), which is a certain range of the object 3. The contact time amount is primarily the time during which the user scan information continues to match the object scan information in the determination target range (the space on the virtual circle X) (including the case where the likelihood indicating the degree of match is within a threshold range), but even if the user enters and leaves the determination target range (the space on the virtual circle X) during a certain period of time, the time during which the match continues (including the case where the likelihood indicating the degree of match is within a threshold range) may also be the contact time amount.

Furthermore, the user identification unit 150 performs a determination (content identification determination process) based on the contact determination process and the contact time amount calculation process to determine whether the target object 3 corresponds to a specific period during which the target object 3 had a specific content. For example, it determines whether the period corresponds to the installation period of the target object 3 (the advertisement display period if the target object is an advertising medium).

Specifically, when contact is determined based on the user location information and object location information as described above, the user identification unit 150 further identifies user 2 as the user who contacted the object 3 of that content if the contact time specified by the timestamp attached to the user location information overlaps with the content of the object 3 managed by the object content information stored in the object information storage unit 110 and a specific period for that content (if the object 3 is an advertisement, the installation period (advertisement display period)).

On the other hand, if the content of the object 3 managed by the object content information stored in the object information storage unit 110 and the specific period for that content do not overlap (if the object 3 is an advertisement, its installation period (advertising period)), the user will come into contact with the object 3 with that content and will not be identified as a user.

In addition, the user identification unit 150 may calculate the amount of contact time from the overlap time between the contact time (from the contact start time to the contact end time) and the content of the object 3 and the specific period that is that content (if the object 3 is an advertisement, the installation period (advertising period)). In other words, if the entire contact time (from the contact start time to the contact end time) is the content of the object 3 and the specific period that is that content, the contact time may be set as the amount of contact time, whereas if the content of the object 3 and the specific period that is that content ends partway through the contact time (from the contact start time to the contact end time), the time from the contact start time to the end of the specific period may be set as the amount of contact time.

In this embodiment, the user identification unit 150 executes the processes in the order of (A) contact determination process and (B) content identification process, but this is not limited thereto, and the processes may be executed in the order of (B) content identification process and (A) contact determination process. In other words, the contact determination process and the calculation process of the contact time amount may be performed for each content of the object 3 (for example, for digital signage, the display content on the display).

In this case, the user identification unit 150 executes a contact determination process to search for a user 2 who has contacted the object 3 at a predetermined processing cycle during a specific period in which the content of the object 3 is specific content.

Furthermore, in this case, the user identification unit 150 can change the contact judgment threshold depending on the content of the object 3.

For example, if the user targeted by object 3 is a child, or if object 3 is an advertisement with small letters or designs, the contact determination threshold is made stricter so that contact is determined to have occurred when the user gets closer. Specifically, the likelihood threshold indicating the degree of match between the user scan information and the object scan information is made stricter (changing from virtual circle X to virtual circle Y).

On the other hand, if the user targeted by object 3 is an adult, or if object 3 is an advertisement with relatively large letters or designs, the contact determination threshold is relaxed so that contact is determined to have occurred even if the user does not get closer (from a distance). Specifically, the likelihood threshold indicating the degree of match between the user scan information and the object scan information is relaxed (changed from virtual circle X to virtual circle Z).

Next, the object content control unit 160 transmits a change control signal to the object management server 300 to change the content of the object 3 to match the user 2 who has come into contact with (is in contact with) the specific content of the object 3 identified by the user identification process in STEP 150 (Figure 2/STEP 160).

Specifically, when the user identification process of STEP 150 is being executed in real time, the object content control unit 160 is able to search for and identify the user 2 present around the object 3, and when the content of the object 3 is not targeted at the user 2 present around it, it transmits a change control signal to the object management server 300 to prompt a change to the content of the object 3 to suit the user 2 present around it (e.g., according to the attributes or type of the user 2).

Here, the change control signal may transmit the type and attributes of nearby users 2, causing the object management server 300 to change the object 3 according to the type and attributes, and if the object content information stored in the object information storage unit 110 of the main server 100 contains object content (information content) suitable for user 2, the object content (information content) itself or information identifying the object content (information content) may be transmitted to the object management server 300 as a change control signal.

In addition, even if the user identification process of STEP 150 is executed after the fact (for example, not in real time but one hour later), if the content of the object 3 is not targeted at the user 2 who was "in the vicinity of the object 3 (one hour ago)," the object content control unit 160 transmits a change control signal to the object management server 300 to prompt a change to the content of the object 3 to suit the user 2 who was "in the vicinity (one hour ago)" (for example, according to the attributes or type of the user 2).

This is because there is a high probability that currently (one hour later) there is a user 2 with the same type and attributes around the object 3 as there was one hour ago, so it is effective to change the object content (information content) according to that type and attributes.

The object content control unit 160 may generate a change control signal and transmit it to the object management server 300 based on the results of the index calculation process in STEP 180 and the attribute identification process in STEP 190, which will be described later.

The above is the contact determination process and user identification process performed by the user identification unit 150, and the object content change process performed by the object content change control unit 160. The contents of this process (whether or not there was contact, and if there was contact, the amount of contact time, and the contents of the change control signal) are stored in the determination result storage unit 130 (Figure 2/STEP 170).

Next, the index calculation process (FIG. 2/STEP 180) performed by the index calculation unit 180 will be described. Note that although the index calculation process is shown in the flowchart of FIG. 2, it can be executed at any timing.

The index calculation unit 180 calculates the basic index and the extended index based on the identification result (contact judgment result) of the user who contacted the object 3 stored in the judgment result storage unit 130.

Specifically, the index calculation unit 180 extracts only the judgment results of a specific object 3 from the judgment results stored in the judgment result storage unit 130, and calculates some or all of the number of contacts, the number of contacts, and the average contact time during a specified period as basic indicators for that specific object 3.

In addition, for set objects that combine specific objects 3, some or all of the number of contacts, number of contacts, and average contact time during a specified period can also be calculated as basic indicators.

This allows the basic indicators (number of contacts, number of contacts, and average contact time) to be calculated for each of multiple objects 3 over an entire period or any arbitrary period by changing the object 3.

Furthermore, the index calculation unit 180 uses the users who were judged and stored in the judgment result storage unit 130 as a sample and calculates an extended basic index by expanding the sample to, for example, all residents of Tokyo, Kanagawa, Kanagawa Prefecture, and Chiba Prefecture through estimation logic.

Various methods are used for the estimation logic, but for example, in order to make the user a microcosm of the residents of Tokyo and three prefectures, the extended basic index for each object 3 is calculated by multiplying the basic index by various coefficients based on the user's attributes, which will be described later.

Then, using these extended basic indicators, the first extended indicators are calculated for each object 3, including the daily average contact rate (the ratio of the number of people who have come into contact with the total number of residents) for all residents in the Tokyo metropolitan area and three prefectures, the reach, frequency, GRP, and some or all of the estimated numbers of people for each of these.

Here, the sample users are identified by their individual IDs, etc., so even with the expanded basic indicators, it is possible to calculate the reach as the actual number of people who came into contact with each object 3, as well as the frequency, which is the number of times users came into contact with each object 3. Then, by multiplying these reach and frequency, it is possible to calculate the GRP. Furthermore, it is also possible to calculate an estimated number of people.

Furthermore, the index calculation unit 180 uses the user who was the subject of the judgment stored in the judgment result storage unit 130 as a sample as a second extended index, and generates index items of the other index data by data fusion with other index data, and calculates the index of the index items.

For example, if the number of viewers (rate) for another advertising medium has already been obtained as other index data through a questionnaire survey or the like, the average value of such other index data can be used as a coefficient to calculate an index for the number of viewers (rate), which is an index item for the other advertising medium.

The above is the details of the index calculation process (Figure 2/STEP 180) by the index calculation unit 180.

In this embodiment, the index calculation unit 180 refers to the user information storage unit 120 to calculate the basic index and extended index of user 2 who mainly performed the user identification process, but the basic index and extended index may be calculated based only on the contact determination result with the object 3 (as a potential group of people who may have come into contact with the object 3 but did not come into contact during the specific period when the object 3 had a specific content).

Next, the attribute identification process (FIG. 2/STEP 170) performed by the attribute identification unit 190 will be described. Note that although the attribute identification process is shown in the flowchart of FIG. 2, it can be executed at any timing.

The attribute identification unit 190 refers to the user information storage unit 120 to identify the basic attributes as well as the extended attributes of the user 2 who performed the contact determination process and the user identification process.

Specifically, the attribute identification unit 190 refers to the user information storage unit 120 and identifies some or all of the user's gender, date of birth, and place of residence as basic attributes (sample profile) of User 2.

Furthermore, the attribute identification unit 190 generates an analysis item that the other attribute data has by fusing the basic attribute with other attribute data (data that has already been acquired in advance) as a first extended attribute, and assigns the attributes of the analysis item.

For example, by integrating basic attributes with other attribute data that have already been classified and itemized in detail, such as detailed demographic data or data on contact with and awareness of other media, items of other attribute data can be generated and attributes corresponding to those items can be assigned.

Note that various methods can be used for data integration here, but for example, it can be performed by using an estimation model to generate items of other attribute data, or by determining whether the data would fall under the item if integrated based on the similarity of common items in the data.

In addition, the attribute identification unit 190 creates a movement history from the location information of the user 2 as a second extended attribute, generates an attribute item based on the movement history, and assigns an attribute of the attribute item.

Specifically, if the movement history shows that the user takes their child to and from nursery school on a weekday, an attribute of the child-rearing generation can be generated and assigned. Furthermore, by combining this with basic attributes, an attribute of a father raising a child can be generated and assigned.

By generating and assigning attribute items based on movement history in this way, it is possible to generate and assign attribute items (such as baseball lover/movie lover) that are selected for various targets from their actual movement history.

In this embodiment, the attribute identification unit 190 creates a movement history based on the location information of user 2 (user scan information and/or user GPS information), but this is not limited to this. It is also possible to obtain the location information and movement history of user 2 separately from an external server, and generate and assign attribute items based on the information from the external server.

The above is the details of the attribute identification process (Figure 2/STEP 190) by the attribute identification unit 190.

In this embodiment, the attribute identification unit 190 refers to the user information storage unit 120 to primarily identify the basic attributes and extended attributes of the user 2 who performed the user identification process. However, the basic attributes and extended attributes of the user 2 may also be identified based only on the contact determination result with the object 3 (as a potential group of people who may have come into contact with the object 3, even though they did not come into contact with the object 3 during the specific period when the object 3 had a specific content).

In addition, the extended indicators and extended attributes are not limited to the indicators and attributes and the generation methods thereof described above. For example, it is possible to calculate indicators or generate and assign attributes by linking the advertising identifiers such as ADID and IDFA of user 2 stored in the user information storage unit 120 or cookies with elements common to the data as keys, with television viewing logs and web contact data.

As described in detail above, the contact analysis system of this embodiment can reliably and easily determine contact with an object.

In this embodiment, the range to be judged for contact with the object 3 is the virtual circle X (Y, X) and the space above it, but this is not limited to this. If the object is long horizontally or has multiple surfaces, the range to be judged may be changed to match its three-dimensional shape, and the way in which multiple object judgment ranges are grouped may be changed, such as by connecting and integrating them.

1...contact analysis system, 2...user, 3...object (advertising medium), 100...main server, 110...object position information storage unit, 120...user information storage unit, 130...judgment result storage unit, 140...user position information acquisition unit, 150...user identification unit, 160...object content control unit, 180...index calculation unit, 190...attribute identification unit, NW...network, X, Y, Z...contact judgment area.

Claims (8)

A contact analysis system for analyzing contact between a user and an object, comprising:
a user location information acquisition unit that acquires location information of a user terminal carried by the user;
an object information storage unit that stores object position information related to an installation position of the object and object content information related to the content of the object and a period during which the object has that content;
a user identification unit that identifies a user who has come into contact with an object during a specific period in which the object has specific content, based on the user position information acquired by the user position information acquisition unit and the object position information and object content information stored in the object information storage unit ;
The contact analysis system is characterized in that the user identification unit changes a contact determination threshold for determining that the user has contacted the object depending on the content of the object . 2. The contact analysis system according to claim 1,
The contact analysis system is characterized in that the user identification unit identifies a user who contacted the object at a predetermined processing cycle during a specific period in which the object has a specific content. 3. The contact analysis system according to claim 1,
A contact analysis system characterized in that the user identification unit includes an object content control unit that changes the content of the object to suit a user identified as a user who contacted the object during a specific period in which the object has specific content. 4. The contact analysis system according to claim 1,
The user location information acquisition unit acquires user scan information, which is scan information in which a short-range communication device accessible by the user terminal is detected, as user location information;
The object information storage unit stores object scan information, which is scan information that detects a short-range communication device that can be accessed at an installation position of the object, as object position information;
The contact analysis system is characterized in that the user identification unit identifies the user as a user who has touched the object when the user scan information matches the object scan information within a certain range of the object's installation position . 5. The contact analysis system according to claim 4 ,
A contact analysis system characterized in that the user identification unit determines that the user scan information matches the object scan information when a likelihood indicating the degree of match between the user scan information and the object scan information within a certain range of the object installation position is within a threshold range . 6. The contact analysis system according to claim 1 ,
A contact analysis system , characterized in that the object is an advertising medium . 7. A contact analysis method for analyzing contact between the user and the object as processing in the contact analysis system according to claim 1, comprising:
a user location information acquisition step of acquiring location information of a user terminal carried by the user;
a user specifying step of specifying a user who has come into contact with the object during a specific period in which the object has a specific content by referring to object position information related to an installation position of the object stored in an object information storage unit and object content information related to the content of the object and a period in which the object has that content, from the user position information acquired by the user position information acquisition step;
Run
The contact analysis method is characterized in that the user identification step changes a contact determination threshold for determining that the user has contacted the object depending on the content of the object. A program for analyzing contact between a user and an object,
On the computer,
acquiring location information of a user terminal carried by the user;
A program for identifying a user who has come into contact with an object during a specific period in which the object has a specific content by referring to object position information related to an installation position of the object stored in an object information storage unit and object content information related to the content of the object and a period in which the object has that content from acquired user position information,
The program is characterized in that the user is identified by changing a contact determination threshold for determining that the user has contacted the object depending on the content of the object.

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