JP7598577B2 - ADVERTISING ANALYSIS SERVER, ADVERTISING ANALYSIS METHOD, AND ADVERTISING ANALYSIS PROGRAM - Google Patents

Description

The present invention relates to an advertising analysis server, an advertising analysis method, and an advertising analysis program.

Companies that provide products and services conduct advertising analysis to implement effective advertising in order to maximize the frequency and amount of purchases by customers, and various evaluation methods have been developed. One example is a technology that calculates the evaluation value of advertising media on an EC (electronic commerce) site from the advertising media that advertised to customers and the number of clicks on the advertisements before the customer converts, or more specifically, purchases a product or service (see Patent Document 1).

JP 2015-064782 A

However, the technology described in the above-mentioned Patent Document 1 calculates an evaluation value for each medium by weighting the media in which an advertisement was first, in the middle, and in the last place during the period from the first advertisement to the occurrence of a purchase. Although a purchase of a product or service occurred in the medium in which an advertisement was last placed, no purchase occurred in the first or middle advertisements, and there was a problem in that it was difficult to determine the extent to which these advertisements actually influenced the final purchase of the product or service.

The present invention has been made in consideration of the above, and aims to provide an advertising analysis server, an advertising analysis method, and an advertising analysis program that can analyze the effectiveness of advertising based on the purchase of products and services.

In order to solve the above-mentioned problems, the present invention is characterized in that it receives search conditions that are conditions for filtering order information that associates an order ID that uniquely identifies an order, an order date and time, a customer ID that uniquely identifies a customer, a medium ID that uniquely identifies a medium that displays an advertisement, and a purchase price of a product or service, and filters the order information stored in an order information storage means according to the received search conditions to calculate an LTV.

The present invention configured as described above has the effect of being able to analyze the effectiveness of advertising based on the purchase of products and services.

1 is a block diagram showing a configuration of an advertising analysis system 10 according to an embodiment of the present invention. 2 is an explanatory diagram showing an example of the data configuration of an order log data storage unit 110 and a medium log data storage unit 120. [0023] FIG. 2 is an explanatory diagram showing an example of a data configuration of an order information storage unit 130. FIG. 1 is an explanatory diagram showing an example of the data configuration of a customer information storage unit 140, a medium information storage unit 150, and a medium cost information storage unit 160. FIG. 13 is a flowchart showing the procedure of an order information generation process executed by the advertisement analysis server 100. 10 is a flowchart showing a procedure of an advertisement analysis process executed by the advertisement analysis server 100. FIG. 13 is an explanatory diagram showing an example of a search condition setting screen. FIG. 11 is an explanatory diagram showing an example of LTV calculation. FIG. 13 is an explanatory diagram showing an example of LTV calculation when a publication start date is specified. FIG. 13 is an explanatory diagram showing an example of LTV calculation when an advertisement order period is specified. FIG. 13 is an explanatory diagram showing an example of an advertisement analysis result display screen.

Below, examples of the present invention will be described with reference to the attached drawings. Note that the following description is an example of an embodiment, and the present invention is not limited to these examples.

Fig. 1 is a block diagram showing the configuration of an advertising analysis system 10 according to this embodiment. The advertising analysis system 10 includes an advertising analysis server 100, an EC server 200, medium servers 300-1 to 300-n (hereinafter referred to as medium servers 300), and an information terminal device 400. As shown in Fig. 1, the advertising analysis server 100, the EC server 200, the medium server 300, and the information terminal device 400 are communicatively connected to each other via a network N. The network N is a communication network such as the Internet, an intranet, a LAN (Local Area Network), or a mobile communication network.

The advertising analysis server 100 is a server that generates order information and performs advertising analysis using the order log data received from the EC server 200 and the medium log data received from the medium server 300. The advertising analysis server 100 includes an order log data storage unit 110, a medium log data storage unit 120, an order information storage unit 130, a customer information storage unit 140, a medium information storage unit 150, a medium cost information storage unit 160, a transmission/reception unit 101, an LTV calculation unit 102, an analysis result generation unit 103, a medium determination unit 104, an order information generation unit 105, and an input/output unit 106.

Figure 2 is an explanatory diagram showing an example of the data configuration of the order log data storage unit 110 and the medium log data storage unit 120. (a) The order log data storage unit 110 is a table that stores order log data. The order log data indicates the order contents when a customer purchases a product or service on the EC server 200 that constitutes the EC site. The order log data storage unit 110 stores the order number, order date and time, customer code, unit price, quantity, and other information in association with each other. The order number is information that uniquely identifies an order on the EC server 200. The order date and time is the date and time when the order was confirmed on the EC server 200 (for example, the date and time when payment was made, etc.). The customer code is information that uniquely identifies a customer on the EC server 200. The unit price is the amount of the price of the product or service ordered on the EC server 200, and the quantity is the quantity of the product or service ordered on the EC server 200. Other information may include information about the customer, such as the customer's name and phone number, information about the product or service, such as the date and time of product shipment, points used at the time of payment, etc.

(b) The medium log data storage unit 120 is a table that stores medium log data. The medium log data indicates information related to the medium of the advertisement placed when a customer purchases a product or service on the EC server 200. The medium log data storage unit 120 stores an order number, a medium code, a medium name, and other information in association with each other. The order number is information that uniquely identifies an order in the EC server 200, and if the medium log data corresponds to the same order, the number will be the same as the order number in the order log data. The medium code is a code that indicates the medium defined by each media server 300. The medium name is the name of the medium.

FIG. 3 is an explanatory diagram showing an example of the data configuration of the order information storage unit 130. The order information storage unit 130 is a table that stores order information generated from the order log data and the medium log data. The order information storage unit 130 stores order information in which an order ID, an order number, an order date and time, a customer ID, a medium ID, a purchase amount, and other information are associated with each other. The order ID is information that uniquely identifies an order within the advertising analysis system 10. The order number and the order date and time are as described above. The customer ID is information that uniquely identifies a customer within the advertising analysis system 10. The medium ID is information that uniquely identifies a medium within the advertising analysis system 10. The purchase amount is an amount obtained by multiplying the unit price and the quantity in the order log data, and is the purchase amount paid by a customer for one order. As other information, information on a product or service, such as the shipping date and time of a product, points used, etc., that can be obtained from the order log data may be stored.

Figure 4 is an explanatory diagram showing an example of the data configuration of the customer information storage unit 140, the medium information storage unit 150, and the medium cost information storage unit 160. (a) The customer information storage unit 140 stores a customer ID, a customer code, and other information in association with each other. If it is determined that the order log data sent from the EC server 200 contains a new customer code, a customer ID that is unique within the advertising analysis system 10 is assigned, and the customer ID, customer code, and other information are stored in the customer information storage unit 140 in association with each other. As other information, information about the customer, such as the customer name and telephone number, that can be obtained from the order log data, may be stored.

(b) The medium information storage unit 150 stores the medium ID, medium code, medium name, and other information in association with each other. When it is determined that the medium log data sent from the medium server 300 contains a new medium code, it assigns a medium ID that is unique within the advertising analysis system 10, and stores the medium ID, medium code, medium name, and other information in association with each other in the medium information storage unit 150.

(c) The medium cost information storage unit 160 stores the cost per advertisement for each month on each medium. The medium cost information storage unit 160 stores the medium ID, the year and month, the cost, and other information in association with each other. The cost stored in the medium cost information storage unit 160 may be a predetermined cost input, or may be linked to the EC server 200 or the media server 300 and store the cost transmitted from the EC server 200 or the media server 300.

The transmission/reception unit 101 transmits and receives data between the EC server 200, the media server 300, and the information terminal device 400. The transmission/reception unit 101 receives order log data transmitted from the EC server 200, and stores the received order log data in the order log data storage unit 110. The transmission/reception unit 101 receives media log data transmitted from the media server 300, and stores the received media log data in the media log data storage unit 120. The transmission/reception unit 101 receives search conditions transmitted from the information terminal device 400, and transmits analysis results to the information terminal device 400.

The LTV calculation unit 102 calculates the LTV (Life Time Value) based on the order information and search conditions stored in the order information storage unit 130. The LTV here is the total purchase amount of the customer for each medium in which an advertisement was placed on the EC server 200. In this case, the total purchase amount includes the purchase amount of orders that occurred with advertisements placed on other media after the advertisement of the medium was initially placed and an order was placed, and the purchase amount of orders that occurred without advertisements (for example, subscription purchases or purchases by phone). Note that the total purchase amount for each medium may be calculated as the LTV, excluding purchases from other media or orders that occurred without advertisements.

Furthermore, if "publication start date" is set in the search condition settings, the LTV is calculated from order information filtered based on whether the first order placed via advertising is within the set period. Also, if "advertising order period" is set in the search condition settings, the LTV is calculated from order information filtered based on whether the order placed via advertising is within the specified period (including up to the specified date and after the specified date). Details of the process will be described later.

The analysis result generation unit 103 generates analysis results based on the LTV calculated by the LTV calculation unit 102, the number of customers counted when calculating the LTV, the order information stored in the order information storage unit 130, etc.

The medium determination unit 104 determines the medium that placed the advertisement clicked when the order indicated in the order log data was placed, based on the order log data stored in the order log data storage unit 110 and the medium log data stored in the medium log data storage unit 120. Alternatively, the medium determination unit 104 determines that no advertisement was placed in relation to the occurrence of the order indicated in the order log data.

The order information generating unit 105 uses the medium on which the advertisement has been placed or the fact that no advertisement has been placed determined by the medium determining unit 104 to generate order information in which the medium ID of the medium on which the advertisement has been placed or the fact that there is no medium on which the advertisement has been placed is stored as the value of the medium ID, and stores the generated order information in the order information storage unit 130.

The input/output unit 106 has an input unit and an output unit. The input unit is an input device such as a keyboard or mouse and an input control unit, and the output unit is an output device such as a display and an output control unit, or a device and control unit that combines input and output, such as a touch panel. The input unit accepts input of search conditions. The output unit displays the analysis results generated by the analysis result generation unit 103 on a display screen.

The EC server 200 is a web server that performs electronic commerce between the customer and information terminal devices such as smartphones, tablet terminals, and personal computers (hereinafter referred to as PCs), and is, for example, a web server for a mail order site or an online shopping mall. The EC server 200 generates order log data each time a customer purchases and pays for a product or service, and transmits the order log data to the advertisement analysis server 100 each time or at predetermined intervals. The EC server 200 may write the order log data to a recording medium and transfer the order log data to the advertisement analysis server 100 via the recording medium. The advertisement log data may be generated in CSV format or other formats. The EC server 200 may transmit order log data to the advertisement analysis server 100 when an order is received by other methods, not limited to transactions on an EC site.

The media server 300 is a server that transmits advertisements delivered in advance by advertisers in response to requests from the information terminal device used by the customer, so that the advertisements are displayed on the information terminal device. The advertiser (an EC site operator) usually enters into contracts with multiple advertising media, and the media server 300 for each medium places advertisements on the customer's information terminal device. When a customer clicks on a posted advertisement and purchases a product or service, the media server 300 transmits media log data to the advertising analysis server 100 for each purchase or at predetermined intervals.

The information terminal device 400 is an information terminal device such as a PC used by an analyst, and instead of or in addition to accepting input of search conditions and displaying analysis results at the input/output unit 106 of the advertising analysis server 100, it connects to the advertising analysis server 100 via the network N, transmits the input search conditions to the advertising analysis server 100, and receives and displays the analysis results from the advertising analysis server 100.

The order information generation process executed by the advertising analysis server 100 configured as described above will now be described. Figure 5 is a flowchart showing the order information generation process steps executed by the advertising analysis server 100.

The transmission/reception unit 101 receives the order log data from the EC server 200 (step S501). If the EC server 200 transmits the order log data each time an order is confirmed on the EC server 200, the transmission/reception unit 101 receives the order log data each time it is transmitted. If the EC server 200 transmits the order log data collectively at predetermined intervals, the transmission/reception unit 101 receives the order log data collectively. The transmission/reception unit 101 stores the received order log data in the order log data storage unit 110 (step S502). If the customer code in the order log data is a new customer code that is not already stored in the customer information storage unit 140, a customer ID that is unique within the advertising analysis system 10 is assigned, and the customer ID and customer code are associated and stored in the customer information storage unit 140.

The transmission/reception unit 101 receives the media log data from each of the media servers 300 (step S503). If each of the media servers 300 transmits the media log data each time it receives a notice that an order has been confirmed in the EC server 200 and an order number, the transmission/reception unit 101 receives the media log data each time the media server 300 transmits. If the media server 300 transmits the media log data collectively at predetermined intervals, the transmission/reception unit 101 receives the media log data for each of the media servers 300 collectively. The transmission/reception unit 101 stores the received media log data in the media log data storage unit 120 (step S504). If the media code of the media log data is a new media code that is not already stored in the media information storage unit 150, a media ID that is unique within the advertising analysis system 10 is assigned, and the media ID, media code, and media name are associated and stored in the media information storage unit 150.

The medium determination unit 104 compares the order number of the order log data stored in the order log data storage unit 110 with the order number of the media log data stored in the media log data storage unit 120, and determines whether media log data exists whose order number matches the order number of the order log data (step S505). If it is determined that media log data exists whose order number matches the order number of the order log data (step S505: Yes), the order information generation unit 105 obtains a media ID corresponding to the media code included in the media log data from the media information storage unit 150, and generates order information including the obtained media ID (step S506). This makes it possible to determine which medium the advertisement published in caused the customer to purchase the product or service.

If it is determined that there is no medium log data whose order number matches the order number in the order log data (step S505: No), the order information generation unit 105 generates order information that stores "none" as the medium ID, indicating that there is no medium that has placed the advertisement (step S507). This allows the customer to determine that no advertisement has been placed when purchasing a product or service. The order information generation unit 105 stores the generated order information in the order information storage unit 130 (step S508).

In this way, based on the order log data sent from the EC server 200 and the media log data received from the media server 300, it is possible to determine which media the order was generated from by an advertisement, and to generate order information including that information. Also, if there is no media log data corresponding to the order log data, it is possible to determine that the order was not generated by an advertisement.

Next, the advertising analysis process executed by the advertising analysis server 100 will be described. FIG. 6 is a flowchart showing the steps of the advertising analysis process executed by the advertising analysis server 100.

The transmitting/receiving unit 101 receives search conditions from the information terminal device 400 (step S601). FIG. 7 is an explanatory diagram showing an example of a search condition setting screen. The search condition setting screen 71 accepts inputs of advertisement selection, which selects the publication start date, advertisement order period, and the medium that will be the axis of analysis. In addition, it is possible to accept inputs such as a display button that displays a list of previously set search condition templates, a save button that saves the set search conditions as a template with a name, a radio button that selects whether the analysis reference date is the order date or the shipping date, a specification of an LTV measurement period that filters the LTV calculation target depending on whether the order date or the shipping date is included in the measurement period, and a selection of an advertisement category.

The LTV calculation unit 102 calculates the LTV according to the search conditions (step S602). FIG. 8 is an explanatory diagram showing an example of LTV calculation. In the graph shown in FIG. 8, "Customer X's order information" is a graph obtained by extracting order information whose customer ID indicates customer X from among the order information stored in the order information storage unit 130. "Customer Y's order information" is a graph obtained by extracting order information whose customer ID indicates customer Y from among the order information stored in the order information storage unit 130. Among A and B indicating the medium, A' and B' with "'" indicate a first purchase.

"Customer X's advertising LTV" shows LTV calculation result 81 when medium A is specified as the axis of analysis, and LTV calculation result 82 when medium B is specified as the axis of analysis. LTV calculation result 81 calculates customer X's LTV for medium A by adding all purchase amounts from the first order onwards based on advertising in medium A, i.e., the purchase amounts for medium A and medium B other than medium A. LTV calculation result 82 calculates customer X's LTV for medium B by adding all purchase amounts from the first order onwards based on advertising in medium B, including the purchase amounts for medium B and medium A other than medium B.

"Customer Y's advertising LTV" shows an LTV calculation result 83 when medium A is specified as the axis of analysis, and an LTV calculation result 84 when medium B is specified as the axis of analysis. LTV calculation result 83 is the total purchase amount after the first order based on advertising in medium A; in this case, since there is only one order for medium A, the purchase amount for medium A is calculated as customer Y's LTV for medium A. LTV calculation result 84 calculates customer Y's LTV for medium B as the sum of all purchase amounts after the first order based on advertising in medium B, including medium B, medium A other than medium B, and orders not based on advertising.

After calculating the LTV for each customer and medium as described above, the LTV for each medium is calculated by adding up the LTVs for each customer for each medium. In the above example, the LTV for medium A is calculated by adding up the LTV for medium A for customer X and the LTV for medium A for customer Y, and the LTV for medium B is calculated by adding up the LTV for medium B for customer X and the LTV for medium B for customer Y. In this way, when calculating the LTV for the target medium, if an advertisement for the target medium is displayed on the customer's information terminal device and an initial order is generated as a result of that advertisement, all purchase amounts from the initial order onwards are added up to calculate the LTV for the target medium, making it possible to measure the impact of advertising for the target medium, including orders resulting from advertisements in other media and orders not resulting from advertisements.

Next, the calculation of LTV when the publication start date is specified as a search condition will be described. FIG. 9 is an explanatory diagram showing an example of LTV calculation when the publication start date is specified. 91 in FIG. 9 shows a customer's orders and the media in which the orders were published in chronological order. When the publication start date specified period 92 is entered in the "publication start date" field on the search condition setting screen 71 in FIG. 7, A'93 is not included in the period, so it is not included in the LTV calculation and has no LTV, i.e., 0 (95). On the other hand, B'94 is within the publication start date specified period 92, so the LTV is calculated. In the LTV calculation, orders from B'94 onwards are added to the purchase amount and the LTV is calculated (96). In this way, by setting the publication start date period and applying a filter, the effectiveness of the advertisement due to the start of advertisement publication can be measured more accurately.

The case where an advertisement order period is specified as a search condition will be described. FIG. 10 is an explanatory diagram showing an example of LTV calculation when an advertisement order period is specified. FIG. 10 shows a chronological order of a certain customer's orders and the media in which the orders were placed, as well as the specified advertisement order period and the LTV calculation results for each advertisement order period. When no date is entered in the "advertising order period" field on the search condition setting screen 71 of FIG. 7, that is, when (1) the advertisement order period is not specified and the media on which the analysis is based is specified as media A, the total amount of all purchase amounts from the first purchase 11 on media A over the entire period is calculated as the LTV of media A for a certain customer. Also, when (1) the advertisement order period is not specified and the media on which the analysis is based is specified as media B, the total amount of purchase amounts from the first purchase 12 on media B over the entire period is calculated as the LTV of media B for a certain customer. Note that when the LTV measurement period is specified, the entire period is the LTV measurement period.

When start and end dates are entered in "advertising order period" on the search condition setting screen 71 in FIG. 7, that is, when (2) an advertising order period is set and medium A is specified as the axis of analysis, (2) the total amount of all purchases from first purchase 13 onwards for medium A during the advertising order period is calculated as the LTV of medium A for a certain customer. Also, when medium B is specified as the axis of analysis, (2) the total amount of first purchase 14 and subsequent purchases for medium B during the advertising order period is calculated as the LTV of medium B for a certain customer.

When an end date is entered in "Advertising order period" on the search condition setting screen 71 in FIG. 7, that is, when an advertising order period is set (3) and the medium to be the axis of analysis is specified as medium A, the total amount of all purchases from the first purchase 11 onwards for medium A during the advertising order period (3) is calculated as the LTV of medium A for a certain customer. Also, when medium B is specified as the medium to be the axis of analysis, since there are no orders for medium B during the advertising order period (3), the LTV of medium B for a certain customer is calculated as none, i.e., 0.

When a start date is entered in "Advertising order period" on the search condition setting screen 71 in FIG. 7, that is, when an advertising order period is set (4) and the medium that is the axis of analysis is specified as medium A, the total amount of all purchases from the first purchase 13 onwards for medium A during the advertising order period (4) is calculated as the LTV of medium A for a certain customer. Also, when the medium that is the axis of analysis is specified as medium B, the total amount of purchases from the first purchase 14 onwards for medium B during the advertising order period (4) is calculated as the LTV of medium B for a certain customer.

Returning to step S602 in FIG. 6, the LTV calculation unit 102 calculates the LTV for each customer and each medium as described above, and then calculates the LTV for each medium by summing the LTVs for each customer and each medium for each medium. At that time, the number of customers who were the subject of the LTV calculation for each medium is also counted.

The analysis result generating unit 103 generates an analysis result using the LTV and the number of customers for each medium calculated by the LTV calculating unit 102 (step S603). FIG. 11 is an explanatory diagram showing an example of an analysis result display screen showing the analysis result. The analysis result shown on the analysis result display screen 21 calculates the LTV for each customer filtered by the publication start date and advertisement order period by setting the publication start date and advertisement order period, and calculates the LTV 22 for each medium by summing up the calculated LTV for each customer. In addition, the average LTV per person can be calculated by dividing the LTV 22 by the number of customers 23 targeted when calculating the LTV 22. The total number of points used 24 can be calculated by storing the points used by the customer in the order information and summing up the points used for each order when the order log data includes points used by the customer. The cost 25 can be calculated by summing up the cost per item for each month for each medium ID stored in the medium cost information storage unit 160 according to the medium ID included in the order information. In addition, the cost per person can be calculated by dividing the total cost per medium, 25, by the number of customers, 23.

The transmission/reception unit 101 transmits the analysis results generated by the analysis result generation unit 103 to the information terminal device 400 (step S604). The information terminal device 400 displays an analysis result display screen as shown in FIG. 11 on the display unit. In the above-described embodiment, search conditions are received from the information terminal device 400 and the analysis results are transmitted to the information terminal device 400, but it is also possible to accept input of search conditions from the input/output unit 106 of the advertising analysis server 100 and display the analysis results on the display unit of the input/output unit 106.

In this way, by calculating the LTV by adding up not only the purchase amount for the ad placement that generated an order, but also the purchase amounts for subsequent orders, and by calculating the LTV for each medium filtered by various search conditions, it is possible to measure and analyze the effectiveness of each medium in which advertising was placed from various perspectives.

In the above embodiment, the LTV is calculated based on the purchase of a product or service on an EC site, but the calculation of the LTV does not need to be limited to the purchase of a product or service on an EC site. The LTV can also be calculated based on purchases at mail-order companies or stores that sell products or services through newspaper ads, flyer ads, television ads, etc. For example, when the above-mentioned EC server 200 or another server accepts orders other than electronic commerce, the EC server 200 or another server generates order log data from the orders accepted and transmits the generated order log data to the advertisement analysis server 100. The transmission/reception unit 101 of the advertisement analysis server 100 receives the order log data, and the order information generation unit 105 generates order information based on the received order log data, etc., stores it in the order information storage unit 130, and then performs the above-mentioned process to calculate the LTV for each medium (for example, newspaper A, newspaper B, newspaper C, etc.) and generate an analysis result.

In this way, even if sales are made both through EC sites and through newspaper ads, flyers, television ads, etc., or even if sales are not made through EC sites and only through newspaper ads, flyers, television ads, etc., it is possible to calculate the LTV for each medium and generate analysis results by generating order information from customer orders and executing the LTV calculation process described above.

As another example, in the search condition setting screen 71 of FIG. 7, in addition to or instead of "Advertisement selection" for selecting a medium, "Advertisement category selection" can be specified to calculate LTV narrowed down by the category of advertisement to be placed, and by comparing LTVs in various categories, the effectiveness of advertisements by category can be measured, allowing more effective advertisements to be placed.

The hardware configuration of the advertising analysis server 100 in the above-mentioned embodiment is a normal computer equipped with a CPU (Central Processing Unit), an external storage device such as a ROM (Read Only Memory), a RAM (Random Access Memory), a HDD (Hard Disk Drive), a communication control device, etc., and the above-mentioned configuration and functions are realized by the CPU reading and running programs stored in the ROM, RAM, HDD, etc.

The program that runs on the advertising analysis server 100 may be stored on a computer connected to a network N such as the Internet and provided by downloading it via the network N, or may be provided by recording it in an installable or executable file format on a computer-readable recording medium such as a CD-ROM, DVD, USB memory, or SD card. In addition, the program that realizes the above-mentioned functions and processes may be provided in the form of an API (Application Programming Interface), SaaS (Software as a Service), or as one function of an ASP (Application Service Provider) service in cloud computing.

The present invention is not limited to the above-described embodiments, and does not necessarily have to be physically configured as shown in the drawings. Furthermore, the present invention can be configured by functionally or physically dividing, integrating, replacing, modifying, or deleting all or part of the components described in the embodiments in any unit depending on various loads, usage conditions, etc.

N... network, 10... advertising analysis system, 100... advertising analysis server, 101... transmission/reception unit, 102... LTV calculation unit, 103... analysis result generation unit, 104... medium determination unit, 105... order information generation unit, 106... input/output unit, 110... order log data storage unit, 120... medium log data storage unit, 130... order information storage unit, 140... customer information storage unit, 150... medium information storage unit, 160... medium cost information storage unit, 200... EC server, 300... medium server, 400... information terminal device

Claims (12)

an order information storage means for storing order information in which an order ID for uniquely identifying an order, an order date and time, a customer ID for uniquely identifying a customer, a medium ID for uniquely identifying a medium on which an advertisement is placed or indicating that there is no medium on which an advertisement is placed, and a purchase price of a product or service are associated with each other;
a search condition receiving means for receiving search conditions that are conditions for filtering the order information stored in the order information storage means;
an LTV calculation means for filtering the order information stored in the order information storage means in response to the search conditions received by the search condition receiving means, and calculating an LTV for each medium;
the search criterion is the medium,
The advertising analysis server is characterized in that, when an advertisement through the medium is posted on the information terminal device of each of the customers and an initial order, which is a first order, is placed as a result of the advertisement, the LTV calculation means calculates , for each customer, the sum of the purchase amounts of all orders placed after the initial order for each of the customers as the LTV of the medium for each of the customers, and calculates the total amount of the calculated LTVs of the medium for each of the customers as the LTV of the medium. an order information storage means for storing order information in which an order ID for uniquely identifying an order, an order date and time, a customer ID for uniquely identifying a customer, a medium ID for uniquely identifying a medium on which an advertisement is placed or indicating that there is no medium on which an advertisement is placed, and a purchase price of a product or service are associated with each other;
a search condition receiving means for receiving search conditions that are conditions for filtering the order information stored in the order information storage means;
an LTV calculation means for filtering the order information stored in the order information storage means in response to the search conditions received by the search condition receiving means, and calculating an LTV for each medium;
The search criteria is a period including the advertisement posting start date,
The advertising analysis server is characterized in that, when an advertisement through the medium is posted on the information terminal device of each of the customers and an initial order, which is the first order during the period, is generated as a result of the advertisement, the LTV calculation means calculates , for each customer, the sum of the purchase amounts of all orders generated after the initial order for each of the customers as the LTV of the medium for each of the customers, and calculates the total amount of the calculated LTVs of the medium for each of the customers as the LTV for each of the medium . an order information storage means for storing order information in which an order ID for uniquely identifying an order, an order date and time, a customer ID for uniquely identifying a customer, a medium ID for uniquely identifying a medium on which an advertisement is placed or indicating that there is no medium on which an advertisement is placed, and a purchase price of a product or service are associated with each other;
a search condition receiving means for receiving search conditions that are conditions for filtering the order information stored in the order information storage means;
an LTV calculation means for filtering the order information stored in the order information storage means in response to the search conditions received by the search condition receiving means, and calculating an LTV for each medium;
The search criteria is a period including an advertisement order date, which is the date on which the order was placed;
The advertising analysis server is characterized in that, when an advertisement through the medium is posted on the information terminal device of each of the customers and an initial order, which is the first order of the period, is generated as a result of the advertisement, the LTV calculation means calculates , for each customer, the sum of the purchase amounts of all orders generated after the initial order of each of the customers as the LTV of the medium for each of the customers, and calculates the total amount of the calculated LTVs of the medium for each of the customers as the LTV for each of the medium . 4. The advertising analysis server according to claim 1 , further comprising: an analysis result generating means for generating an advertising analysis result for each of the media, the analysis result including the LTV calculated by the LTV calculating means. storing the points used for each order in the order information stored in the order information storage means;
5. The advertisement analysis server according to claim 4 , wherein the analysis result generating means calculates a total of points used for each of the media as the advertisement analysis result for each of the media. A medium cost information storage means for storing the medium ID, the year and month, and the cost in association with each other,
The advertising analysis server according to claim 4, wherein the analysis result generating means obtains, as an advertising analysis result for each medium, the costs corresponding to the medium ID and the order date and time included in the order information related to the calculation of the LTV from the medium cost information storage means, and calculates a total cost for each medium by adding up the obtained costs. a customer information storage means for storing the customer ID and a customer code that uniquely identifies the customer in a server that accepts orders, in association with each other;
a medium information storage means for storing the medium ID and a medium code, which is a code indicating a medium determined by each medium server, in association with each other;
an order log data receiving means for receiving from the server one or more pieces of order log data, the order log data including an order number that uniquely identifies an order when purchasing a product or service, the order date and time, the customer code, the product unit price, and the product quantity, and storing the received order log data in an order log data storage unit;
a media log data receiving means for receiving one or more media log data including the order number and the media code transmitted from each of the media servers, and storing the received media log data in a media log data storage unit;
a medium determination means for determining whether or not the medium log data, the order number of which matches the order number of the order log data stored in the order log data storage unit, exists in the medium log data storage unit ;
and an order information generating means for, when the medium determination means determines that there is medium log data with a matching order number, obtaining from the medium information storage means the medium ID associated with the medium code included in the medium log data, generating the order information including the obtained medium ID , and storing the generated order information in the order information storage means . 8. The advertising analysis server according to claim 7, wherein the order information generating means, when determining by the medium determining means that there is no medium log data matching the order number, generates the order information in which "none" is stored in the medium ID, indicating that there is no medium in which the advertisement has been placed , and stores the generated order information in the order information storage means. An advertising analysis method executed by an advertising analysis server including an order information storage unit that stores order information in which an order ID that uniquely identifies an order, an order date and time, a customer ID that uniquely identifies a customer, a medium ID that uniquely identifies a medium that displays an advertisement or indicates that there is no medium that displays an advertisement, and a purchase price of a product or service are associated with each other,
a search condition receiving step of receiving search conditions that are conditions for filtering the order information to be stored in the order information storage unit;
an LTV calculation step of filtering the order information stored in the order information storage unit in accordance with the search conditions received in the search condition receiving step to calculate an LTV for each medium;
the search criterion is the medium,
The advertising analysis method, characterized in that the LTV calculation step, when an advertisement through the medium is posted on an information terminal device of each of the customers and an initial order, which is a first order, is placed as a result of the advertisement, calculates an amount obtained by adding up, for each customer, the purchase amounts of all orders placed after the initial order, and calculates an amount obtained by summing up the calculated LTVs of the medium for each customer as the LTV of the medium . An advertising analysis method executed by an advertising analysis server including an order information storage unit that stores order information in which an order ID that uniquely identifies an order, an order date and time, a customer ID that uniquely identifies a customer, a medium ID that uniquely identifies a medium that displays an advertisement or indicates that there is no medium that displays an advertisement, and a purchase price of a product or service are associated with each other,
a search condition receiving step of receiving search conditions that are conditions for filtering the order information to be stored in the order information storage unit;
an LTV calculation step of filtering the order information stored in the order information storage unit in accordance with the search conditions received in the search condition receiving step to calculate an LTV for each medium;
The search criteria is a period including the advertisement posting start date,
The advertising analysis method is characterized in that the LTV calculation step, when an advertisement through the medium is posted on an information terminal device of each of the customers and an initial order, which is a first order during the period, is generated as a result of the advertisement, calculates an amount obtained by adding up, for each customer, the purchase amounts of all orders generated after the initial order, and calculates an LTV of the medium for each customer as an amount obtained by summing up the calculated LTVs of the medium for each customer. An advertising analysis method executed by an advertising analysis server including an order information storage unit that stores order information in which an order ID that uniquely identifies an order, an order date and time, a customer ID that uniquely identifies a customer, a medium ID that uniquely identifies a medium that displays an advertisement or indicates that there is no medium that displays an advertisement, and a purchase price of a product or service are associated with each other,
a search condition receiving step of receiving search conditions that are conditions for filtering the order information to be stored in the order information storage unit;
an LTV calculation step of filtering the order information stored in the order information storage unit in accordance with the search conditions received in the search condition receiving step to calculate an LTV for each medium;
The search criteria is a period including an advertisement order date, which is the date on which the order was placed;
The advertising analysis method is characterized in that the LTV calculation step, when an advertisement through the medium is posted on an information terminal device of each of the customers and an initial order, which is the first order of the period, is generated as a result of the advertisement, calculates an amount obtained by adding up, for each customer, the purchase amounts of all orders generated after the initial order of each of the customers as the LTV of the medium for each of the customers, and calculates an amount obtained by summing up the calculated LTVs of the medium for each of the customers as the LTV for each of the medium. A program for causing a computer to execute the advertisement analysis method according to any one of claims 9 to 11 .

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