WO2001067319A1

WO2001067319A1 - Information providing device, and information providing method

Info

Publication number: WO2001067319A1
Application number: PCT/JP2000/002886
Authority: WO
Inventors: Hisano Ueda; Tetsuro Tsuneyoshi; Kiyoshi Hirasawa
Original assignee: Que Corporation
Priority date: 2000-03-10
Filing date: 2000-05-02
Publication date: 2001-09-13
Also published as: AU2000243170A1

Abstract

On the basis of user characteristics such as user's demographic fundamental attributes, taste characteristics and psychological characteristics, a commodity suited for the user can be selected to provide advertisement information to which sales talks appealing to the user and explanation on the product are added. One of sets of advertisement information on an identical commodity is selected at random and presented to the user, the user characteristics of the user having reacted to the advertisement information are collected, and information on the user layer reacting to the advertisement information can be acquired for each set of advertisement information. On the basis of the information acquired on the user layer, the advertisement information suited for each user can be provided effectively.

Description

Technical Information Field Information providing device and information providing method

The present invention relates to an information providing device and an information providing method. In particular, the present invention relates to an information providing apparatus and an information providing method for providing information suitable for user characteristics. This application is related to the following Japanese patent application. For those designated countries that are allowed to be incorporated by reference to the literature, the contents described in the following application are incorporated into this application by reference and are incorporated as a part of the description of this application.

Japanese Patent Application No. 2 0 0 0— 6 7 5 4 8 Filing Date March 10, 2012 Background Technology

Internet users use a user terminal such as a computer or a mobile phone having a data communication function to access an information providing device such as a Web server on the Internet and acquire necessary information. , Displayed on the screen of the user terminal. The information providing apparatus provides a user with an advertisement of a product or service added thereto, and the advertisement information is displayed on the user terminal in the information obtained by the user. Conventionally, when advertisement information is added to the provided information and displayed, a predetermined advertisement is arranged. In addition, the information providing apparatus also provides the advertisement information by replacing the advertisement information in a predetermined order.

In addition, as a marketing method on the Internet, we provide advertisements for products and services that users prefer based on demographic attributes such as age, gender, and occupation of the user, and hobbies and interests that the user has registered in advance. The way has been taken.

However, conventionally, when advertising information stored on a server is displayed on a user terminal, only predetermined advertisements are sequentially displayed, and the attributes, preferences, social psychological characteristics, etc., of the user to whom the information is provided are provided. Regardless of the personal information of the product, the product is selected and the advertising content of the product is determined. There was a problem that sufficient advertising effects could not be obtained because advertisements were not made based on the user's purchasing psychology. A user's purchasing behavior involves an individual's psychological process, and is highly reflected in the individual's qualities and values. Advertisement of products with appropriate advertising content in consideration of the user's purchasing psychology linked to product purchase behavior promotes the user's purchasing behavior and expects an effective advertising effect. With the method of selecting and delivering advertisements based on graphic attributes, it was not possible to accurately grasp the user's purchasing psychology, and the advertising effect was limited. Therefore, an object of the present invention is to provide an information providing device and an information providing method that can solve the above-mentioned problems. This object is achieved by a combination of features described in the independent claims. The dependent claims define further advantageous embodiments of the present invention.

Disclosure of the invention

In order to solve the above-described problems, according to an embodiment of the present invention, there is provided an information providing apparatus which provides a user terminal with advertisement information of goods such as goods, securities, or services, and stores personal information of the user. A user database, an advertisement information database that stores a plurality of pieces of advertisement information for the same product, and a plurality of items from the advertisement information database based on the user's personal information extracted from the user database for the product to be advertised to the user. An advertisement information selecting unit that selects one of the advertisement information as the provided advertisement information, and a transmitting unit that transmits the provided advertisement information to the user terminal.

Each of the plurality of advertisement information includes different catchphrases for the same product, and the advertisement information selection unit selects provided advertisement information by selecting one of the plurality of catchphrases based on personal information. You may.

Each of the plurality of advertisement information includes a description of the product that emphasizes different attributes of the same product, and the advertisement information selection unit selects one of the attributes of the product based on the personal information to provide the advertisement to be provided. Information may be selected.

Each of the plurality of advertisement information includes information on the description content of the same product and a plurality of attributes to be emphasized of the product, and the advertisement information selection unit determines the plurality of attributes based on the personal information.

One may be selected and the part corresponding to the attribute of the description content may be highlighted. Attributes may be the price, features, design, or brand of the product. The personal information has a basic attribute representing a demographic attribute of the user, a preference characteristic representing a user's preference, and a user's psychological characteristic. The advertisement information selection unit mainly includes the basic attribute and the preference. A product to be provided to the user may be selected based on the characteristics, and one of a plurality of pieces of advertisement information for the product may be selected mainly based on the basic attributes and psychological characteristics.

The advertisement information database further includes a user characteristic analysis unit that classifies a user's purchasing behavior type based on psychological characteristics. The advertisement information database stores each of a plurality of advertisement information in association with the purchase behavior type. The advertisement information associated with the purchase behavior type classified by the user characteristic analysis unit may be selected from the advertisement information database to select the advertisement information to be provided.

A log analysis processing unit that analyzes the user's behavior history through communication using a terminal is further provided, and at least one of the user's preference characteristics and psychological characteristics is analyzed based on the behavior history analyzed by the log analysis processing unit. May be updated. The action history may be an access history of electronic information searched or browsed by the user or a purchase history when the user purchases a product indicated by the electronic information. The log analysis processing unit may analyze the action history performed by the user in response to the provided advertisement information after the transmitting unit transmits the provided advertisement information to the user terminal. The user's action history may be a history related to browsing detailed information of a product presented by the advertisement information, purchasing the product, and searching for information on a product similar to the product.

When the user purchases a product indicated by the provided advertisement information, the lip analysis processing unit updates the user's psychological characteristics based on the access history of the electronic information accessed by the user using the terminal after the purchase. Is also good. After the user purchases a product indicated by the provided advertisement information, the log analysis processing unit determines whether the electronic information accessed by the user is information on the product purchased by the user, the product purchased by the user, It may be determined whether the power is information on a product similar to or the information is unrelated to the product purchased by the user, and the psychological characteristics of the user may be updated.

According to another aspect of the present invention, there is provided an information providing apparatus for providing information suitable for a user to a user terminal, comprising: a user database for storing personal information of the user; and a provision for storing information to be provided to the user. From information database and user database Provided information generation processing unit that adjusts the expression content of provided information extracted from the provided information database based on the extracted personal information, and transmission that transmits provided information generated by provided information generation processing unit to the user terminal And a unit.

The provided information includes product information on goods such as goods, securities, or services to be provided to the user, and the provided information generation processing unit displays the contents of the product information based on the personal information. It has a basic attribute representing a graphic attribute, a preference characteristic representing a user's preference, and a user's psychological characteristic. The provided information generation processing unit provides the user with information based mainly on the basic attribute and the preference characteristic. Product information to be selected may be selected, and the expression content of the product information may be adjusted mainly based on basic attributes and psychological characteristics. When providing the product information of a plurality of similar products as the provided information, the provided information generation processing unit may change the number of similar products based on the psychological characteristics of the user.

The provided information includes character data, audio data, and image data, and the provided information generation processing unit determines the font and color of the character data and the background of the display screen based mainly on the user's basic attributes and psychological characteristics. The expression content of the provided information may be adjusted by adjusting at least one of the color and design, the sound quality of the audio data, the volume, the melody, and the program. According to another aspect of the present invention, there is provided an information providing apparatus for providing advertisement information of goods such as goods, securities, or services to a user terminal and analyzing the effect of the advertisement. A user database that stores information in association with identification information, an advertisement information database that stores information about the target audience in association with each of a plurality of pieces of advertisement information for the same product, and an advertisement that provides one of a plurality of pieces of advertisement information An advertisement information selection unit for selecting the information as the information, an advertisement information transmission unit for transmitting the provided advertisement information to the user's terminal, and, when the user responds to the provided advertisement information, based on the personal information of the user. An advertising effectiveness analysis unit that updates information on the target audience associated with the advertising information is provided.

The advertisement information database stores the reaction history in which the identification information of the user who responded to the advertisement information is associated with the advertisement information, and the advertisement effect analysis unit stores the reaction history in the advertisement information database React to the advertisement information from the reaction history thus obtained. ') "Extract the user's identification information, extract the user's personal information associated with the identification information from the user database, and add the user information to the advertisement information based on the personal information. The advertisement effect analysis unit may average the personal information of a plurality of users extracted from the reaction history, thereby updating the advertisement corresponding to the advertisement information. Information about the target audience may be updated.

The advertisement information selection unit categorizes the user into one of the advertisement target groups based on the personal information of the user and the information on the advertisement target group, and divides the advertisement information corresponding to the classified advertisement target group into which the user is classified. The information processing apparatus may further include a control unit for selecting the provided advertisement information. The control unit causes the advertisement information selection unit to classify the user into one of the advertisement target groups based on the similarity between the personal information of the user and the information on the advertisement target group, and the user is classified. Advertisement information corresponding to the target audience may be selected as provided advertisement information.

The advertisement information database stores a hit rate indicating the frequency of reaction of the user to the advertisement information for each advertisement information, and the advertisement effect analysis unit updates the hit rate of the advertisement information based on the reaction of the user to the provided advertisement information. May be. The advertisement information selecting unit is configured to classify the user into one of the target groups corresponding to the advertisement information satisfying the condition regarding the predetermined hit rate based on the personal information of the user and the information regarding the target group of the user, New

The information processing apparatus may further include a control unit for selecting, as provided advertisement information, advertisement information corresponding to the classified target audience.

According to another aspect of the present invention, there is provided an information providing method for providing advertising information of goods such as goods, securities, and services to a user terminal, the user database storing personal information of the user, A step of selecting one of a plurality of pieces of advertisement information as provided advertisement information based on the user's personal information for an article to be advertised to a user from an advertisement information database storing a plurality of pieces of advertisement information for the same product; And transmitting the provided advertisement information to the user terminal.

According to another aspect of the present invention, there is provided an information providing method for providing information suitable for a user, the step of selecting provided information to be provided to the user based on personal information of the user. b

And a step of adjusting the expression content of the provided information based on the personal information, and a step of providing the adjusted provided information to the user.

According to another aspect of the present invention, there is provided a marketing method for providing a user with advertisement information of goods such as goods, securities, or services, and analyzing an effect of the advertisement, wherein a plurality of pieces of advertisement information for the same goods is stored. The step of selecting one of a plurality of pieces of advertisement information for a product to be advertised to the user from the advertisement information database, the step of presenting the selected advertisement information to the user, and the reaction of the user to the advertisement information If there is, the step of extracting the personal information of the user who responded to the advertisement information from the user database that stores the user's personal information, and storing the extracted personal information in association with the advertisement information And a step of obtaining, for each piece of advertisement information, information on a user group responding to the advertisement information based on personal information associated with the advertisement information. That.

Extracting the user's personal information from the user database, classifying the user into one of the user classes based on the user's personal information and information on the user class, and advertising associated with the classified user class. A step of presenting information to a user may be further provided.

According to another aspect of the present invention, there is provided a recording medium storing a computer program for providing advertising information of goods such as goods, securities, or services to a user terminal. A search module that extracts personal information from a user database that stores information, a search module that extracts advertisement information from an advertisement information database that stores multiple pieces of advertisement information for the same product, An advertisement information selection module for selecting one of a plurality of pieces of advertisement information from the advertisement information database as provided advertisement information based on the user's personal information extracted from the user database; and providing the provided advertisement information to the user terminal. And a transmission module for transmitting the data to the transmission module.

According to another aspect of the present invention, there is provided a recording medium storing a computer program for providing information suitable for a user to a user terminal, wherein the program stores the user's personal information in the computer. Extract personal information from user database Based on the search module and the personal information, the "provided information generation processing module for selecting the provided information to be provided to the user and adjusting the content of the provided information based on the personal information, and the adjusted provided information. And a transmission module for transmitting to a user terminal.

According to another aspect of the present invention, there is provided a recording medium storing a computer program for providing advertisement information of goods, such as goods, securities, or services, to a user terminal and analyzing the effect of the advertisement. Advertisement information that allows a computer to select one of a plurality of advertisements from an advertisement information database as offered ad information, in which information about the target audience is stored in association with each of a plurality of advertisements for the same product A selection module, an advertisement information transmission module for transmitting the provided advertisement information to the user terminal, and, when the user has responded to the provided advertisement information transmitted by the advertisement information transmission module, based on the user's personal information, And an advertising effectiveness analysis module that updates information about the audience targeted by the advertising information. Sign. BRIEF DESCRIPTION OF THE FIGURES

FIG. 1 is an overall view of an information providing system including an information providing device 30 according to the first embodiment.

FIG. 2 is an explanatory diagram of functions of the information providing device 30.

FIG. 3 is an explanatory diagram of the data format of the personal information file 400 stored in the user database 40.

FIG. 4 is an explanatory diagram of the data format of the basic attribute file 410. FIG. 5 is an explanatory diagram of the data format of the action history file 420. FIG. 6 is an explanatory diagram of the data format of the page access history file 422.

FIG. 7 is an explanatory diagram of the data format of the banner click history file 424.

FIG. 8 is an explanatory diagram of the data format of the settlement 'purchase history file 426'. FIG. 9 is a diagram illustrating a judgment rule for classifying a user's social susceptibility type based on the deviation value of his or her background.

FIG. 10 is a diagram illustrating a determination rule for classifying the type of the mental situation characteristic of the user based on the deviation value of the background.

FIG. 11 is a diagram for explaining a determination rule for classifying the type of the user's selection attitude characteristic based on the deviation value of the background.

FIG. 12 is an explanatory diagram of a rule for determining a user's favorite color based on an intelligence score.

FIG. 13 is an explanatory diagram of the data format of the psychological characteristic file 4330. FIG. 14 is an explanatory diagram of a file storing the deviation values of the user's 24 training. FIG. 15 is a diagram showing a graph of deviation values of the user's 24 abilities.

FIG. 16 is a diagram illustrating an example of clustering using a self-organizing map. Figure 17 is a diagram illustrating the personality traits of the types classified by clustering.

FIG. 18 is a diagram for explaining the contents of the product information file 5110.

FIG. 19 is an explanatory diagram of another data format of the product information file 5110. FIG. 20 is a diagram illustrating an example of selection of advertisement information based on user characteristic analysis.

FIG. 21 is a diagram showing an example of a portal site generated according to the characteristics of the user.

FIG. 22 is a diagram illustrating an example of a product advertisement presented to the user.

FIG. 23 is a diagram illustrating another example of an advertisement for a product presented to a user.

FIG. 24 is a diagram illustrating an example of an advertisement for a product provided as an e-mail to a user.

FIG. 25 is a flowchart of the information providing method.

FIG. 26 is an explanatory diagram of functions of the information providing device 30 of the second embodiment.

FIG. 27 is a diagram illustrating the product information file 5110 stored in the advertisement database 50. FIG. 28 is a diagram showing an example of a portal site including a banner advertisement 550 of a product presented to a user.

FIG. 29 is a diagram showing an example of a detailed information screen of a product presented to the user. FIG. 30 is a diagram illustrating the advertisement reaction history file 540.

FIG. 31 is a diagram for explaining the advertisement effect file 530.

FIG. 32 is a diagram for explaining the advertisement effect file 530.

FIG. 33 is a flowchart of the advertisement reaction history recording process.

FIG. 34 is a flowchart of the advertisement effect analysis process.

Fig. 35 is a flowchart of the target audience segment determination process.

FIG. 36 is a diagram illustrating an example of product information having a catchphrase corresponding to a plurality of emphasis points.

FIG. 37 is a diagram showing an example of advertisement information emphasizing the design.

FIG. 38 is a diagram illustrating an example of product information having a plurality of product descriptions.

FIG. 39 is a block diagram showing a hardware configuration of the general-purpose computer 200.

Explanation of reference numerals

1 0 User terminal 1 2 Mobile phone

1 4 Wireless network 1 6 Gateway

2 0 Internet 3 0 Information provision device

4 0 User Database

5 0 Advertising Database

6 0 Content database

7 0 Web server

8 0 Psychological characteristics analysis section

3 1 0 Network interface

3 2 0 Provided information generation processing unit

3 3 0 Rate creation section 3 4 0-Page creation section

3 5 0 Sales Talk Creation Department i O

3 6 0 Product selection section

3 7 0 User characteristic analysis unit

3 8 0 Port analysis processor

3 9 0 Advertising effect measurement section

4 0 0 Personal information file

4 1 0 Basic attribute file

4 2 0 Action history file

4 2 2 Page access history file

4 2 4 Banner click history file

4 2 6 Payment * Purchase history file

4 3 0 Psychological characteristics file

5 1 0 Product information file

5 3 0 Advertising effect file

5 4 0 Ad response history file

6 1 0 Page data file

6 20 Mail data file Best mode for carrying out the invention

Hereinafter, the present invention will be described through embodiments of the invention. However, the following embodiments do not limit the invention according to the claims, and all combinations of the features described in the embodiments are examples of the invention. It is not always necessary for the solution.

The present invention uses a marketing method that analyzes the purchasing behavior of consumers (users) and performs effective advertising. The psychological factors that govern consumer purchasing behavior are as follows. (1) Individual characteristics-demographic (demographic) characteristics such as personality characteristics, gender, age, etc., lifestyle (2) Attitude factors-dislikes of the product itself and tastes of specific brands, (3) social psychology (1) Emotional factors (1) Emotional factors (1) Satisfaction and comfort that arise from purchasing a product and using the product. Consumer purchasing behavior is a series of processes: problem recognition, information search, option evaluation, selective purchasing, and post-purchase behavior. Problem recognition is the process of recognizing the need to purchase goods and services. Information search is the process of collecting information on products and services. Evaluating options is the process of making comparisons to determine purchasing from the information gathered. Selective purchasing means making purchasing decisions from options. Post-purchase behavior is the process of evaluating products and services by actually using them after purchasing. Purchasing is over, but affects whether it leads to continued purchasing. In general, buyers tend to read and examine the catalog of purchased items even after purchase to ensure that they are satisfied with what they have purchased.

In the case of consumer purchasing behavior on the Internet, it is possible to view advertising information on products that can be browsed on the Internet or to view advertising information such as e-mail magazines received by e-mail. It is the beginning of the process of recognizing the need to buy a service. Searching for information with a search engine or browsing information according to the category of the portal site is the process of collecting information on products and services that suits you.

(First Embodiment)

A first embodiment of the present invention will be described. FIG. 1 is an overall view of an information providing system including an information providing device 30 of the present embodiment. The information providing system includes a user terminal 10, a mobile phone 12, a wireless communication network 14, a gateway 16, the Internet 20, an information providing device 30, a user database 40, and an advertisement database 5. 0, a content database 60, and a Web server 70.

The user terminal 10 is an information device having a communication function such as a personal computer or a portable information terminal, and the user can use the user terminal 10 to connect to the information providing device 3 via the Internet 20. Access, browse and get information. In addition, it is possible to access the Web server 70 via the Internet 20. The mobile phone 12 is a wireless telephone having a data communication function, and a user connects to the Internet 20 via the wireless communication network 14 and the gateway 16 using the mobile phone 12 to provide information. Device 30 can be accessed. Mobile phone 1 2 display image / S

On the screen, information obtained by accessing the information providing device 30 is displayed. The information provided by the information providing device 30 to the user terminal 10 or the mobile phone 12 includes character data, audio data, image data, and video data.

The information providing device 30 retrieves the user's personal information from the user database 40 in accordance with the user's access request from the user terminal 10 or the mobile phone 12, and outputs the advertisement information suitable for the user to the advertisement database. Extracted from 50 and combined with Web page data or e-mail data stored in content database 60 and provided to user terminal 10 or mobile phone 12 as Web page or e-mail. The Web page or e-mail provided by the information providing device 30 may include a link address (URL) to a plurality of Web servers 70 connected to the Internet 20.

FIG. 2 is an explanatory diagram of functions of the information providing device 30. The information providing device 30 includes a network interface unit 310, a provided information generation processing unit 320, and a user characteristic analysis unit.

370 and a login analysis processing unit 380. The provided information generation processing section 320 includes a rate creation section 330, a page creation section 340, a sales talk creation section 350, and a product selection section 360. The information providing device 30 has a database interface (not shown), and can access the user database 40, the advertisement database 50, and the content database 60 to search, store, and update information. . When the network interface unit 310 receives a command for requesting information from the user terminal 10 or the mobile phone 12, the user characteristic analysis unit 370 sets the user database

Search for 40 and search the personal information of the user of the user terminal 10 or the mobile phone 12 to analyze the characteristics of the user. The characteristics of the user include basic attributes representing demographic attributes such as the age and gender of the user, taste characteristics representing the user's hobbies, interests, and brands of commodities used by the user, and user psychological characteristics. Includes socio-behavioral characteristics (hereinafter referred to as psychological characteristics). The merchandise selection section 360 selects merchandise suitable for the user mainly by using the basic attributes of the user and the user's preference characteristics analyzed by the user characteristic analysis section 370, and selects the merchandise from the advertisement database 50. The information of the product is extracted. Sales Talk Creation Department 3

50 indicates the user's basic attributes and the user's psychological characteristics analyzed by the user characteristic analysis unit 370. The advertisement content such as sales talk, catchphrase, and product description for the product selected by the product selection unit 36◦ is extracted from the advertisement database 50 mainly by using the characteristics. The Sale Talk creation unit 350 is an example of an advertisement information selection unit in the claims. The rate creating unit 330 adjusts the rate information of the web page or e-mail provided to the user mainly by using the psychological characteristics of the user analyzed by the user characteristic analyzing unit 370. For example, adjust the font and color of the characters, and the color and design of the screen background. If audio data is included, adjust sound quality, volume, pitch, melody, music, etc. based on the psychological characteristics of the user. When image data such as a photograph or video data such as a moving image or an animation is included, the color, gradation, and the like are adjusted based on the psychological characteristics of the user. Layout information such as fonts and colors of characters, background colors of screens and designs are defined by DTDs (document type definitions) and tags in markup languages such as XML (extensible Markup Language). 33 3. Style specification such as CSS 2, CSS, etc. The style of Web pages or e-mails displayed in languages may be controlled and processed.

The page creation unit 340 is based on the product information extracted by the product selection unit 360, the advertising content extracted by the cell stalk creation unit 350, and the layout information adjusted by the layout creation unit 330. To create advertising information for the product and create a web page or e-mail containing the created advertising information. The web page or e-mail created by the page creation unit 340 is transmitted to the user terminal 10 or the mobile phone 12 via the network interface unit 310. The web page may be the top page of the portal site, and the user is provided with a top page tailored to the user's characteristics. The user database ₄₀ has a basic attribute file 410, an action history file 420, and a psychological characteristic file 430. The psychological characteristic analysis unit 80 analyzes the psychological characteristics of the user by analyzing the results of the psychological test received by the user, the contents of the responses to the questionnaire, the utterance log in the Internet electronic conference room and chat, etc. Stored in psychological characteristic file 4330. The advertisement database 50 has a product information file 510, and stores information on products and advertising contents such as sales talks or catch phrases having different contents for each product. Content database 60 _C Figure 3 having the page data file 6 1 0 for storing information of W eb page provided to The, the mail data file 6 2 0 for storing electronic mail information to be provided to the user, the user database 4 0 FIG. 4 is an explanatory diagram of a data format of a personal information file 400 stored in the storage device. The personal information file 400 has fields of user ID, basic attributes, action history, and psychological characteristics. The number 0000125 for identifying the user is stored in the user ID field. The basic attribute, action history, and psychological characteristics fields include a pointer A1 to the basic attribute file 410, a pointer B1 to the action history file 420, and a pointer C to the EQ characteristic file 430, respectively. 1 is stored. FIG. 4 is an explanatory diagram of the data format of the basic attribute file 410. A field that stores the user ID, a field that stores the demographic basic attributes of the user such as name, age, gender, address, married / unmarried, income, occupation, and work location, and a field that stores hobbies, interests, etc. And a field for storing a preference characteristic indicating the preference of the user. FIG. 5 is an explanatory diagram of the data format of the action history file 420. A field for storing the user ID, a field for storing the name and version of the browser, a field indicating the site through which the user accessed the information providing apparatus 30, and a page access history file 4 2 2, a pointer Q1 to the banner click history file 424, and a pointer R1 to the settlement / purchase history file 426.

FIG. 6 is an explanatory diagram of the data format of the page access history file 422. The Internet address (URL) accessed by the user using the user terminal 10 or the mobile phone 12, the access frequency, the time spent on the web page of the Internet address, that is, the access to the Internet address There is a field that stores the time from when the user accesses another Internet address to the time when the Internet address was last accessed, and a value is stored in the above field for each Web page accessed by the user. You.

FIG. 7 is an explanatory diagram of the data format of the banner click history file 424. There are fields to store the ID or URL address of the banner ad accessed by the user, the number of clicks on the banner ad, and the latest access date and time. !Five

The value is stored in the above field for each banner ad that is run.

FIG. 8 is an explanatory diagram of the data format of the settlement / purchase history file 426. There are fields to store the product ID, product type, purchase date and time, settlement method, and purchase price. A value is stored for each product purchased by the user.

Next, a method of analyzing a user's psychological characteristics will be described. The user takes a psychological test. The psychological characteristic analysis unit 80 analyzes the result of the psychological test to obtain the psychological characteristic of the user. As a method for analyzing psychological characteristics, for example, EQ (Emotional Intelligence) theory can be used. In the EQ theory, human psychological traits are evaluated based on three intellects, eight abilities, and 24 skills. The evaluation of the EQ is represented by a deviation value of 24 abilities, a score of 8 abilities is calculated from the deviation value of 2 abilities, and a score of 3 intelligence is calculated from the score of 8 abilities. The score is evaluated on a five-point scale, for example.

The three intelligences are mental intelligence, interpersonal intelligence, and situational intelligence. Mental intelligence is intelligence that captures one's own mental state and controls it to an appropriate state. Interpersonal intelligence is the ability to properly and effectively communicate one's thoughts and feelings to others and work with them. Situational intelligence is the ability to understand the other party, accept the other party, and then objectively observe the situation with the other party.

Mental intelligence has three abilities: self-awareness of emotions, control of emotions, and enhancement of positive emotions. Emotional self-awareness is the ability to understand the emotions and feelings within oneself. Emotion control is the ability to calm and control negative emotions such as anger, anxiety, and fear. Uplifting of positive emotions is the ability to create and maintain positive emotional states in oneself.

Interpersonal intelligence has three abilities: self-expression, assessment, and interpersonal problem solving. Self-expression is the ability to accurately convey what you are feeling to others. Assertion is the ability to express frustration and anger in oneself in a straightforward and appropriate manner. Solving interpersonal problems is the ability to perceive troubles arising in human relations as problems to be solved and to calmly find solutions. Situational intelligence has two abilities: emotional acceptance and emotional empathy. Emotion acceptance is the ability to understand and accept the emotional state of the person you are currently involved with. lb

It is. Emotional empathy is the ability to perceive the other person's emotional state as if he or she is subjective.

Self-recognition of emotions has four backgrounds: private self-consciousness, social self-consciousness, depression, and trait anxiety. Private self-consciousness is knowing your psychological state and trying to know what kind of person you are. Social self-consciousness is trying to know what kind of person you are around. Depression is a mental depression, a past or present negative attitude toward oneself. Characteristic anxiety refers to the ease and anxiety of current and future events.

Emotional control has three backgrounds: self-control, stress coping, and tranquility. Self-control is regulating one's feelings, thoughts and behavior. Stress management is the strength and weakness of stress and the ability to cope with stress. Mental stability refers to the degree of mental upset, calmness and mood swings.

Uplifting of positive emotions has four backgrounds: self-efficacy, motivation to achieve, energy, and optimism. Self-efficacy is a degree of confidence in one's knowledge and abilities and a positive outlook on things. Achievement motivation is the persistence and willingness to take action. Vigor is the strength of mental energy. Optimism is about positive thinking and divisibility.

Self-expression has two backgrounds: emotional expression and non-verbal skills. Emotional expression is the expression and communication of one's own emotions, such as anger and joy. Nonverbal skills are the expressiveness of feelings other than words, gestures, attitudes, and eyes.

Assertions have three backgrounds: autonomy, flexibility, and self-assertion. Independence is the initiative to work on things without relying on others. Flexibility is the breadth of thinking, the flexibility of sensitivity, and the breadth of capacity. Self-assertion is the direct communication of opinions, judgments and rights to others.

Solving interpersonal problems has two backgrounds: the ability to solve interpersonal problems and the degree of interpersonal relationships. Interpersonal problem-solving ability is a willingness to resolve human-related problems. 'Ί

Degree of human relations means valuing communication with people around you. Emotion acceptance has three backgrounds: openness, emotional sensitivity, and situation monitoring. Openness is the degree to which people open their hearts from themselves and open their hearts to themselves. Emotional sensitivity is to sense and understand the other person's feelings sensitively. Situation monitoring means observing and judging the situation objectively and using it as a clue to one's actions.

Emotional empathy has three backgrounds: emotional warmth, emotional susceptibility, and empathic understanding. Emotional warmth is the warmth of people and the way they treat them, which is fundamental to human relationships. Emotional susceptibility is the degree to which one gets involved in the surrounding situation and one who is swallowed by human emotions. Empathic comprehension is the ability to listen to and listen to the feelings of other people, to understand and capture the feelings of others. The psychological characteristic analysis unit 80 uses the deviation value of the 24 skills in the EQ evaluation, the score of eight abilities, and the score of three intellects to calculate the purchasing behavior type indicating the difference in the purchasing behavior of the user. Classify one. An example of a determination rule for determining a user type from a psychological characteristic evaluation score will be described with reference to FIGS. 9, 10, 11, and 12.

FIG. 9 is a diagram illustrating a determination rule for classifying a user's social susceptibility type based on a deviation value of his or her background. Based on the deviation values of the two self-consciousnesses and the social self-consciousnesses out of the four types of skills, they are classified into four types that represent the differences in the user's social susceptibility. If the deviation value of personal self-consciousness or social self-consciousness is 50 or more and the deviation value of private self-consciousness is larger than the deviation value of social self-consciousness, it is determined that the personality-oriented type is used. If the deviation value of personal self-consciousness or social self-consciousness is 50 or more, and the deviation value of social self-consciousness is larger than the deviation value of private self-consciousness, it is determined to be a fashion-following type. The deviation values of private self-consciousness and social self-consciousness are both 50 or more, and the deviation values of private self-consciousness and social self-consciousness are almost equal. If the absolute value of the difference is equal to or smaller than a predetermined small value f, it is determined that the balance type is set. If the deviation between private self-consciousness and social self-consciousness are both less than 50, it is determined that the person is a passive household.

Centric users are those who value their values, They do not depend on fashion and prefer personalized fashion and tend to take discreet consumption behavior. Trend-following users are more likely to be influenced by the trend, and wear clothes like those found in fashion magazines, and tend to choose places that are more popular, such as travel destinations. Balanced type users have a sense of balance and tend to take an intermediate consumption behavior between the “personality-oriented type” type and the “fashion-following type” type. Reluctant home-type users have no room for their minds, tend to rely on others for their consumption behavior, are indifferent to their clothes, and often have no taste for their eating habits. There is a tendency that interest is high.

FIG. 10 is a diagram for explaining a judgment rule for classifying the type of mental situation characteristic of the user based on the deviation value of the background. 24 Based on the deviations of the two abilities, emotional susceptibility and mental stability, they are classified into four types that represent the differences in the mental situation characteristics of the user. If the deviation value of emotional susceptibility is 55 or more and the deviation value of mental stability is less than 50, it is determined that the patient is frustrated. If the deviation value of emotional susceptibility is 55 or more and the deviation value of mental stability is 50 or more, it is determined that the patient is in the shock state type. If the deviation value of emotional susceptibility is less than 55 and the deviation value of mental stability is 50 or more, it is determined that the subject is a fully manifesting type. If the deviation value of emotional susceptibility is less than 55 and the deviation value of mental stability is less than 50, it is determined that the patient is of a nervous breakdown type.

Frustrated users tend to be mentally overwhelmed and try to resolve the power frustrations that require peace of mind by shopping. Users of the shock state type are those who fall into a kind of shock state, because the power environment that originally possesses a strong mental strength changes rapidly. The public-representation type users are strong and energetic, both public and private, and tend to show off their power. Many people with a weak neurology tend to have a short temper and prefer a quiet place to rest their nerves.

FIG. 11 is a diagram illustrating a determination rule for classifying the type of the user's selection attitude characteristic based on the deviation value of the background. Based on the deviation values of the two skills, empathic understanding and flexibility, out of the four skills, they are classified into four types that represent differences in the user's selection attitude characteristics. If the deviation between empathic understanding and flexibility is 50 or more, it is determined that the model is atmosphere-oriented. Set. If the deviation between empathic understanding and flexibility is less than 50, it is determined that the economy is important. If the deviation value of empathic understanding is less than 50 and the deviation value of flexibility is 50 or more, it is determined that the individuality and options are important. If the deviation value of the empathic understanding is 50 or more and the deviation value of the flexibility is less than 50, it is determined to be the quality-oriented type. Atmosphere-oriented users tend to value the atmosphere rather than the relationship with the sales person or the price or performance. For economy-oriented users, purchasing behavior is dictated by economic requirements, such as product prices, taxes, and fuel efficiency, which are clearly indicated by numbers. This type of user tends to be more rich and focused on requirements that clearly indicate status. Individuality · For options-oriented type users, the variety of product designs and options will determine purchasing behavior. Many users of this type are quite attentive and tend to seek their own freedom. For quality-oriented users, product quality and performance are key to purchasing behavior. If the product you are purchasing is a car, the car will focus on performance in order to avoid poor car performance, time delays, cooler inefficiency, and unpleasant occupants. Tend to choose.

FIG. 12 is an explanatory diagram of a rule for determining a user's favorite color based on an intelligence score. Based on the three scores of mental intelligence, interpersonal intelligence, and situational intelligence, the user's taste color is determined. If the average of the mental intelligence, interpersonal intelligence, and situational intelligence scores evaluated in the five-step evaluation is 3 or more, it is determined that the user prefers warm colors. If the average score of mental intelligence, interpersonal intelligence, and situational intelligence is less than 3, it is determined that the user prefers cool colors.

In color psychology, people with rich emotions prefer warm colors. A person with a high evaluation of psychological characteristics can be determined to have a tendency to prefer a warm color system. Also, a person with a low evaluation of psychological characteristics has a narrow friendship relationship, is often alone, and can be judged to have a tendency to prefer cool colors.

According to the decision rules shown in Figs. 9, 10, 11, and 12, users are classified from the EQ evaluation into types that characterize the user's purchasing behavior. Store in 30. Figure 13 shows the data of the psychological characteristic file 430. Ten

It is explanatory drawing of a format. There are fields for storing user ID, social influence, mental situation characteristics, selection attitude characteristics, and preference colors. Purchasing behavior types classified for each user are stored in each field.

Users can be classified according to the above-mentioned judgment rules using knowledge of social psychology and behavioral psychology, but can also be classified by clustering as another method. A clustering method for classifying users into types based on EQ characteristic evaluation scores will be described with reference to FIGS. 14, 15, 16, and 17. FIG.

FIG. 14 is an explanatory diagram of a file storing the deviation values of the user's 24 training. FIG. 15 is a diagram showing a graph of deviation values of the user's 24 abilities. The deviation of the user's 24 skills can be expressed as a point in a 24 dimensional space. Points representing the abilities of users who take purchasing behaviors that are similar to each other are considered to form clusters in a 24-dimensional space and be distributed locally, so that users can be classified by clustering. Using the self-organizing learning technology Self-Organizing Map II, structural learning using forgetting in a neural network, and cluster analysis using the amount of information, the purchasing behavior patterns are considered to be almost the same. They can be classified into clusters.

A Self-Organizing Map is a method that, given a set of input points in an n-dimensional input space, arranges output points in the same n-dimensional output space with a certain structure in an m-dimensional space. Then, a topological mapping from a set of input points to a set of output points is obtained by unsupervised learning. According to the self-organizing map, a nearby input point in the n-dimensional input space is mapped to a nearby output point among the output points arranged in the m-dimensional space. It is non-linearly projected onto the structure of the dimensional space. The following document describes the self-organizing map in detail. T. Kohonen, The Self-Organizing Map, Proceedings of The IEEE, Vol.78, No.9, pp.1464-1480, 1990. T. Kohonen, Translated by Tokutaka et al., "Self-Organization Dani Map", Schlinger's Fairlark Tokyo, 1996.

Using a self-organizing map, we project the relationships between clusters in a set of points that represent a 24-dimensional background onto a 2-dimensional plane that can be visualized. As a result, Because the cluster structure that is difficult to visualize in the visualization is visualized in a two-dimensional plane, clustering can be easily performed. FIG. 16 is a diagram illustrating an example of clustering using a self-organizing map. The black circles are the projected positions on the two-dimensional plane of points in the two- and four-dimensional spaces that represent individual user's skills. When clustered according to the distribution of points in the two-dimensional plane, they are classified into types A, B, C, D, and E. Users belonging to the same type have similar personality traits and are expected to take similar purchasing behavior. Analyze personality characteristics of users belonging to the same group. FIG. 17 is a diagram illustrating personality characteristics of the types classified by clustering. Type A indicates a leading person, Type B indicates an aggressive and active person, Type C indicates a hipster person, Type D indicates a passive and inactive person, and Type E indicates a skeptical person . In this way, by clustering the user's background and associating the user's personality traits, the users are classified into types.

Next, advertisement information of a product stored in the advertisement database 50 will be described. The advertising information includes information about the product and advertising content such as a sales talk or a catch phrase for promoting the product. FIG. 18 is a diagram for explaining the contents of the product information file 5110. The product information file 5100 includes a field 5 12 for storing a product ID, image data 5 14 for a product, and a field 5 16 for storing product information such as a product type, a manufacturer, a release date, and a price. And a field 518 for storing a catch phrase associated with the user's purchasing behavior type. The catchphrase has a plurality of contents in association with the above-mentioned purchase behavior type of the user. For example, a catchphrase such as “This year's trendy color” is associated with the trend-driven purchasing behavior type. Catch phrases such as "Stylish for you" and "Recommended by mail order magazines" are stored for personalized shopping behavior types, and "Recommended by mail order magazines" for negative home-based purchasing behavior types. You.

FIG. 19 is an explanatory diagram of another data format of the product information file 5110. The product information file 5100 has fields for storing the product rank, brand Z non-brand and other product types, product type, product ID, manufacturer, and release date. New Depending on the basic attributes such as the age and income of the user and the user's purchasing behavior type based on psychological characteristics, the product can be selected using the product rank or product type as a search key. '

FIG. 20 is a diagram illustrating an example of selection of advertisement information based on user characteristic analysis. The user characteristic analysis unit 370 analyzes the product preference tendency mainly based on the user's basic attributes, taste characteristics such as hobbies and interests, and action history, and determines the type of product to be presented to the user. In addition, the user characteristic analysis unit 370 selects the advertisement content such as a sales talk, a catchphrase, or a product description for advertising the product based on the user's basic attributes and the user's purchasing behavior type mainly based on psychological characteristics. .

For example, it is inferred from the basic attributes that User A is a 33-year-old single man, an urban resident, has a high income, has a certain level of carrier, and has free money. In addition, based on the data of hobbies and action histories, it can be inferred that user A's product preference tendency is for outdoor products, automobiles, and audio-visual products. The catchphrase and product description when promoting a product are determined for each product-oriented type of user based on the psychological characteristics of the personality-oriented type, the fulfillment manifestation type, and the personality / option-oriented type. For example, for audio visual products, product descriptions such as "Equipped with the latest DVD recording function" and a catchphrase "Sophisticated design" are selected.

FIG. 21 is a diagram showing an example of a portal site generated according to the characteristics of the user. When the user accesses the portal site using the user terminal 10, the information providing device 30 creates a portal site screen suited to the user's characteristics and provides the screen to the user terminal 10. Based on the user's basic attributes, preference characteristics, action history, and psychological characteristics, banner advertisements, pickup products, topics, popular product rankings, and channels classified by genre are presented. In this example, the user is high-paying, professionally professional, and prefers cars and audio-visual products. Topics include the latest car test drive reports, and popular product rankings include products tailored to user characteristics, such as high-quality MP3 players made in foreign countries and styling components that are sound and intelligent. Sey Rustalk or catchphrases are used.

FIGS. 22 (a), (b), (c), and (d) are diagrams illustrating an example of a product advertisement presented to a user. When the user selects product information from the portal site, the information providing device 30 selects different sales stokes for the same product depending on the characteristics of the user and provides the advertisement information of the product. Fig. 22 (a) shows sell talk in the case of individuality and option emphasis, Fig. 22 (b) shows sales talk in the case of quality emphasis, and Fig. 22 (c) shows the atmosphere emphasis Figure 22 (d) shows the sales information for the new car, which is generated using the sales talk for the economy-oriented type.

FIGS. 23 (a), (b) and (c) are diagrams illustrating another example of an advertisement for a product presented to the user. This is the advertisement information of the notebook personal computer classified by user characteristics. Figure 23 (a) is an advertisement for a user who emphasizes economy, and emphasizes the price of the product. Figure 23 (b) is an advertisement for a user with an atmosphere-oriented characteristic, where the design is emphasized, such as the color and shape of the product. Figure 23 (c) is an advertisement for a user with a quality-oriented characteristic, which emphasizes the performance and functionality of the product.

FIGS. 24 (a), (b), and (c) are diagrams illustrating an example of a product advertisement provided to a user as an e-mail. Fig. 24 (a) shows sales talks for users who are personality-oriented and quality-oriented types, and Fig. 24 (b) shows sales talks for those who are shock-oriented and economy-oriented. Figure 24 (c) is the e-mail format advertising information generated by using the sales talk for users, which are the trend-following and frustrated types.

FIG. 25 is a flowchart of the information providing method of the present embodiment. The merchandise selection section 360 selects merchandise that provides information to the user mainly using the basic attributes and taste characteristics of the user retrieved from the user database 40, and information of the merchandise selected from the advertisement database 50. Is extracted (S100). The sales talk creation section 350 mainly uses the basic attributes and psychological characteristics of the user retrieved from the user database 40 to store advertisements such as sales talks, catch phrases, or product descriptions of the product in the advertisement database 5. Extract from 0 (S110). The page creation section 3 4 0 is a product 5_ten

The advertisement information is generated by combining the information of (1) and the content of the advertisement (S120). It also generates Web pages or e-mails containing advertising information. The network interface unit 310 transmits a Web page or an e-mail including advertisement information to the user terminal 10 or the mobile phone 12 (S130).

This section describes how to extract the user's preference characteristics and the user's psychological characteristics from the user's action history. The user can access the portal site and search for keywords from the log of the content spoken in the meeting room chat to extract the user's hobbies and interests. In addition, it is possible to extract the user's psychological characteristics from the user's way of speaking and how to react to the content of other people's statements.

Further, the user may extract demographic basic attributes and taste characteristics of the user from photographic image data and video data uploaded to a community on the Internet having a photo album function. For example, age and gender information can be extracted from a photograph of the user. In addition, if a photograph shows a pet such as a dog or cat together, the user can know that he or she has a pet or is an animal enthusiast. Can be reflected. If it is a photograph of a travel destination, the travel destination is estimated from buildings and landscapes, and the user's preference characteristics such as power when he likes traveling abroad, power when he likes mountain walking, and following the trend of Paris. Can also be extracted. Users can also upload audio data to the community. Basic attributes such as age and gender of the user may be determined from voice quality. Further, the personality and psychological characteristics of the user may be estimated from the way of speaking. In addition, the psychological characteristics of the user may be estimated based on the melody, volume, sound quality, voice quality, and manner of speech of a voice conversation with another user exchanged over the network.

In the above explanation, products that provide advertising information to users include clothing, stationery, food, beverages, home appliances, pharmaceuticals, etc., securities, movies, music, theater, etc. in credit transactions such as finance and insurance. Information services such as ticketing, ticket processing, ticketing, airline tickets, hotel accommodation tickets, etc., photo development, digital camera image output, etc., medical services-welfare services, marriage information, employment information, etc. is there.

Another example of advertising information is human resource information in temporary staffing services. The information providing device 30 determines suitability for a job type based on personal characteristics such as a user's basic attributes and psychological characteristics, and provides recruitment information matching the user's personal characteristics to the user, The information of a user having personal characteristics suitable for the job type may be provided to the employer as personnel information based on the job recruiting content. Another example of advertising information is partner information in a marriage introduction business. The information providing device 30 determines the compatibility between users registered in the marriage introduction service using personal characteristics such as the user's basic attributes, preference characteristics, and psychological characteristics, and obtains information on the partner whom the compatibility matches. May be introduced to the user.

As another example of the personalization of the information provided according to the characteristics of the user described in the above description, an advice for the user regarding the purchase of the product, which recommends the product for the user based on the popular product ranking, is provided. For example, it is conceivable to present a category of information to be presented or that matches the user's interest as a search guide. In addition, the order of product listings and the order in which banner advertisements are displayed may be changed depending on differences in user characteristics, the items, characters, and elements to be emphasized may be changed. And compose a catchphrase that emphasizes such things. Also, when distributing e-mails, text is selected according to the user's characteristics, the background color is changed, and the font size and font are changed. In the case of voice data, the tone, voice quality, volume, and melody are changed. In addition, music tunes may be selected according to the user's tastes and psychological characteristics, and may be added to the advertisement information to be provided as background music.

Further, when a user purchases a product, the characteristics of the user may be analyzed based on the user's behavior on the evaluation Internet after the purchase. This aims to eliminate cognitive dissonance caused by the user actually using the purchased product, i.e., the gap between what he or she imagined and expected and the feeling that the user feels after actually picking it up and using it. Therefore, it is possible to analyze the user's social psychological characteristics depending on what action the user performs. In general, users try to reload the catalog or compare it with other products to find the superiority of the purchased item and try to convince them to fill the gap of cognitive dissonance. Therefore, product information, superiority In order to continue reporting to the user, by displaying the home page information and providing the user with information indicating the superiority of the product when sending the e-mail, the user can be assured and convinced.

Methods of updating the user's personal information include taking surveys regularly, sending feedback after purchasing the product, and conducting user surveys with prizes. It can also extract users' personal information using conference rooms, mailing lists, and chats. In addition, the characteristics of the user can be examined by a simple question-type psychological test. Further, the advertisement provider can use the database of the information providing apparatus 30 of the present embodiment to perform statistical and numerical analysis useful for marketing. Results can be obtained in real time. For example, results such as "Cosmetics of Company A are popular among single OLs in their thirties" and "Information on new cars of Company P is the most frequently viewed by men in their late 30s, who emphasize individuality" And can be used for marketing. In addition, companies such as an advertisement provider, a content provider that introduces the information providing device 30, and a portal site service provider use the characteristics of the user stored in the database of the information providing device 30 to provide a product. You can obtain appropriate and effective advertising contents as sales talks and product descriptions for the company. For example, if the user's characteristics are individual pursuits, emphasize the originality of the product, emphasize the design and product characteristics, and advertise the purchase with a catchphrase, such as “innovative design and incredible operability”. It is possible to obtain information that it is effective to do so.

(Second embodiment)

A second embodiment of the present invention will be described. The information providing system of the present embodiment is different from the first embodiment in the configuration and operation of the information providing device 30 and the advertisement database 50. The other configurations and operations are the same as those of the first embodiment, and thus the description thereof will be omitted, and only the portions different from the first embodiment will be described. In the first embodiment, advertisement information such as a catch phrase is selected based on the user characteristics of the user to create the advertisement information. In the present embodiment, a plurality of different advertisement information is created in advance for the same product, and one of the advertisement information is randomly selected and presented to the user. Collects the user's reaction history to the presented advertisement information, and the characteristics of the user who responded to the advertisement information Analyze information about As a result, information about the target audience, which averages the characteristics of users who respond to the advertisement information, can be obtained for each advertisement information. Using the obtained information on the target audience, it is possible to select advertisement information that matches the user characteristics and transmit it to the user.

FIG. 26 is an explanatory diagram of functions of the information providing apparatus 30 of the present embodiment. The information providing device 30 includes a network interface unit 310, a provided information generation processing unit 320, a user characteristic analysis unit 370, a log analysis processing unit 380, and an advertising effect measurement unit 3 90 and The information providing apparatus 30 according to the present embodiment includes a configuration of a sales talk creating section 350, a log analysis processing section 380, and an advertising effect measuring section 390 in the provided information generation processing section 320. The operation differs from that of the first embodiment. The advertisement database 50 has a product information file 5110, an advertisement reaction history file 5400, and an advertisement effect file 5330. The advertisement database 50 of the present embodiment is different from the first embodiment in the configuration of the advertisement reaction history file 540 and the advertisement effect file 530.

The processing performed by the information providing device 30 has three modes: an advertisement reaction history recording process, an advertisement effect analysis process, and an advertisement target person determination process. The advertisement reaction history recording process randomly selects one of multiple advertisement information items for the same product and sends it to the user, and responds to the user's access status to the product's detailed information and the purchase status of the advertised product. This is the process of recording as history. The advertisement effect analysis process is a process in which the obtained reaction histories are totaled, and information on the audience targeted by averaging the characteristics of users who respond to the advertisement information is obtained for each advertisement information. The advertisement target determination process classifies the user into one of the advertisement target groups based on the user characteristics of the user and information on the advertisement target group, and associates the user with the classified advertisement target group. This is the process of selecting the advertisement information and transmitting it to the user.

The operation of the information providing device 30 in the mode of the advertisement reaction history recording process will be described. When the network interface unit 310 receives a command for requesting information from the user terminal 10 or the mobile phone 12, the user characteristic analysis unit 370 searches the user database 40. Search the personal information of the user of the user terminal 10 or the mobile phone 12 to analyze the characteristics of the user. The characteristics of the user are based on the age and gender of the user. Λ

Includes basic attributes that represent morphological attributes, taste characteristics that represent the user's hobbies, interests, and preferences such as brands of favorite products, and psychological characteristics that determine the user's purchasing behavior.

The merchandise selection unit 360 selects merchandise suitable for the user mainly by using the basic attributes of the user and the user's preference characteristics analyzed by the user characteristic analysis unit 37◦, and the advertisement database 5 Extract the information of the selected product from 0. The sales talk creation unit 350 randomly extracts one of advertisement contents such as sales talk, catch phrase, and product description for the product selected by the product selection unit 360 from the advertisement database 50. The page creation section 340 includes the product information extracted by the product selection section 360, the advertisement content extracted by the sales talk creation section 350, and the rate information adjusted by the rate creation section 330. Based on this, create a web page or e-mail containing product advertising information. The web page or the e-mail created by the page creation unit 340 is transmitted to the user terminal 10 or the mobile phone 12 via the network interface unit 310. The login analysis processing unit 380 analyzes the response to the user advertisement information received from the network interface unit 310. The reaction of the user to the advertising information includes access to detailed information of the advertised product and purchase of the advertised product. The advertising effectiveness measuring section 390 updates information on the target audience associated with each advertising information based on the user's response to the advertising information, and stores the updated information in the advertising reaction history file 540 of the advertising database 50. Store.

FIG. 27 is a diagram illustrating the product information file 5110 stored in the advertisement database 50. The product information file 510 is a field 511 for storing a product ID, a product image data 514, and a field 510 for storing product information such as product type, manufacturer, release date, and price. 6, a field 518 for storing a plurality of catchphrases in association with an advertisement ID, and a field 520 for storing a product description. The product description has a blank section 5 2 1 for inserting catchphrases. The _c- sales talk creation section 350 has a product information file 5100 for the product selected by the product selection section 360. 1 Select one of the catchphrases at random from 8 and insert the selected catchphrase into the blank section 5 To create advertising content.

Figure 28 is an example of the top page of a portal site that contains advertising information presented to users. The banner advertisement 550 is created using the tagline “healthy“ caring ”for the advertisement ID“ a ”in FIG. 27 and the image data 514. The banner advertisement 550 includes the product When a user clicks on a banner ad 550 using the user terminal 10 to access detailed product information, a link to the website explaining the details of the product and how to purchase it is added. The analysis processing unit 380 detects an access to the detailed information of the user's product, and the advertisement effect measurement unit 390 detects an access history in which the product ID, the advertisement ID, and the access date and time are associated with the user ID. Is stored in the advertisement reaction history file 540 of the advertisement database 50.

Figure 29 is an example of a screen displaying the detailed information of the product presented to the user. The detailed information display screen displays the catchphrase "Healthy" caring "" in the product description blank section of the product description. Product description 5 5 8 created by inserting it into 5 2 1, product detailed information 5 6 0 such as price, size, color, etc., and field 5 6 2 for inputting purchase items are included. Information is entered in the field 562 and the purchase button 564 is clicked on to purchase the presented product. The log analysis processing unit 380 detects the purchase of the user and measures the advertising effect. The section 390 stores the purchase history in which the product ID, the advertisement ID, the purchase date and time, and the number of purchases are associated with the user ID in the advertisement reaction history file 540 of the advertisement database 50.

FIG. 30 is a diagram illustrating the advertisement reaction history file 540. The advertisement reaction history file 540 has fields for storing a product ID, an advertisement ID, an access date and time, a purchase date and time, a purchase count, and a user ID. The advertising effectiveness measurement unit 390 determines the product ID, advertisement ID, and accession along with the user ID when the user accesses the detailed information of the advertised product and purchases the product in response to the advertisement information transmitted to the user. The storage date and time and the purchase date and time are stored in the advertisement reaction history file 540. For example, if an advertisement with a product ID of "13242" and an advertisement ID of "a" is presented to a user, the details of the product by the user with a user ID of 0000126 at 14:01 on March 20, 2000 Access to information, user advertised at 14:28 on March 20, 2000 • 3, r

The information that the purchased product was purchased is displayed.

The operation of the information providing device 30 in the advertising effect analysis processing mode will be described. FIG. 31 is a diagram for explaining the advertisement effect file 530. The advertisement effect file 530 contains, for each product ID, the number of transmissions of the advertisement information corresponding to each advertisement ID, the hit rate, and the user's gender, age, address, and other basic attributes, and psychological characteristics such as background. Store. The advertisement effect measurement section 390 calculates the hit rate for each advertisement information from the access history and purchase history for the advertisement information stored in the advertisement reaction history file 540, and calculates the hit rate of the user who responded. Basic attributes such as gender, age, and address, and psychological characteristics such as user qualities are searched from the user database 40, averaged for each advertisement information, and stored in the corresponding fields of the advertisement effect file 530. I do. The user's basic attributes and psychological characteristics obtained by averaging are an example of information on the target audience associated with the advertisement information of the advertisement ID, and the average of the users who respond to the advertisement information of the advertisement ID Determine user characteristics. For example, Figure 31 shows the results of analyzing the advertising effectiveness of the advertising information with product ID 13242. The number of transmissions for the advertising information with advertising ID "a" is 4 3 and the information on the audience is basic. The attribute is a woman aged around 24 who lives in the city center, and the psychological characteristics are the average values of the deviation values of the 24 dimensional background. The hit rate is calculated by adding the number of accesses and the number of purchases and dividing by the number of times advertisement information is sent. The number of purchases may be weighted compared to the number of accesses.

The operation of the information providing device 30 in the advertisement target person determination mode will be described. The cell talk creation unit 350 includes the deviation values of the user's basic attributes and psychological characteristics analyzed by the user characteristic analysis unit 370 and the advertisement effect file 530 as information on the target audience. It compares the stored basic attributes with the average of the deviation values of the skills, selects an advertisement ID corresponding to the target audience similar to the user characteristics, and stores the advertisement information corresponding to the advertisement ID in the advertisement database 5. Extract from 0 0 product information file 5 1 0.

FIG. 32 is a view for explaining another example of the advertisement effect file 530. In the advertisement effect file 530 in Fig. 31, the deviation value of the user's proficiency averaged for each advertisement information was used as the information on the target audience, but the advertisement effect file 530 in Fig. 32 is used. so ^ \

Uses the purchasing behavior type classification method based on the deviation value of the training described in the first embodiment, classifies the deviation value of the training into one of the purchasing behavior types, and targets the classified purchasing behavior type as an advertising target. Is stored in association with the advertising ID as information about the demographics. The user characteristic analysis unit 370 categorizes the user characteristics of the user into purchasing behavior types, and the cell-stake-creating unit 350 outputs advertisements to the user's purchasing behavior type and the advertising effect file 530. By comparing with the purchase behavior type stored as information on the demographic, the advertisement ID corresponding to the target audience similar to the purchase behavior type of the user is selected. For example, a person who lives in the city center is a shopping behavior type whose social susceptibility is fashion-following, whose mental situation characteristics are frustration, and whose selection attitude characteristics are quality-oriented. The advertising ID with power S "b" is selected.

Figure 33 is a flowchart of the advertisement reaction history recording process. For the product selected by the product selection unit 360, the sales talk creation unit 350 selects at random one of a plurality of advertisement contents for the product from the advertisement effect file 530 (S400). ). The layout creation unit 330 creates advertisement information by combining the product information extracted by the product selection unit 360 with the advertising content selected by the sell-talk creation unit 350 (S402). ). The log analysis processing unit 380 detects whether or not the user has accessed the detailed information of the advertisement information (S404). If the user accesses the advertisement information, the advertisement effect measuring unit 390 stores the access history of the advertisement information in the advertisement reaction history file 540 of the advertisement database 50 (S 406). The log analysis processing section 380 detects whether the user has purchased the advertised product (S408). When the user purchases the product, the advertisement effect measuring unit 390 stores the purchase history in the advertisement reaction history file 540 of the advertisement database 50 (S410).

Figure 34 is a flowchart of the advertising effectiveness analysis process. The advertisement effect measuring section 390 selects one of the advertisement IDs from the advertisement database 50 for the product ID of the product whose advertisement effect has been analyzed (S500). The purchase information such as the number of accesses and the number of purchases corresponding to the advertisement information is extracted from the advertisement reaction history file 540 (S502), the hit ratio of the advertisement information is calculated, and the advertisement effect file 530 is obtained. (S504). Check whether the hit ratio has reached the predetermined condition (S506), and check that the hit ratio has reached the predetermined condition. If it has, the user information of the user who accessed the detailed information of the advertisement information and the user who purchased the product of the advertisement information is extracted, the user characteristics are averaged (S508), and stored in the advertisement database 50. (S510). The advertisement effect measuring section 390 checks whether or not all the advertisement IDs have been processed, and repeats the above processing until the processing is completed for all the advertisement IDs (S512).

FIG. 35 is a flowchart of the target audience segment determination process. The user characteristic analysis unit 370 extracts user characteristics such as basic attributes and psychological characteristics of the user from the user database 40 (S600). The advertisement effect measurement unit 390 searches the advertisement effect file 530 stored in the advertisement database 50 for the product selected by the product selection unit 360, and extracts the user characteristics extracted from the user database 40. Is classified into one of the target audiences stored in the advertisement effect file 530 (S602). For example, an advertisement target group closest to the basic attributes and the psychological characteristics of the user characteristics is selected. The cell talk creation unit 350 selects the contents of the advertisement from the product information file 5100 of the advertisement database 50 based on the advertisement ID corresponding to the selected target audience (S640). The page creation unit 340 creates advertisement information in which the product information and the advertising content are combined, and transmits the created advertisement information to the user terminal via the network interface unit 310 (S660). In process S602, the user characteristics may be classified into any of the advertising target groups whose hit ratios have reached a predetermined condition.

Another example of the product information file 5110 will be described. FIG. 36 is an example of product information having catchphrases corresponding to a plurality of emphasis points. The product information file 5 10 includes a field 5 12 for storing a product ID, image data 5 14 of a product, a field 5 16 for storing product information such as a product type, a manufacturer, a release date, and a price. A field that stores emphasis points and taglines of product attributes in association with advertising IDs, and a field that stores product descriptions that emphasize different attributes of products such as quality, design, and accessories. 2 6, 5 2 7 and 5 2 8 are included. When one of the advertising IDs is selected to create advertising information that includes a tagline, based on the emphasis corresponding to the selected advertising ID, the advertising information that partially emphasizes the product attributes is created Is done. For example, if the ad ID "c" is selected, the emphasis is on quality ri

Yes, advertising information is created using product description 5 2 6 that emphasizes quality.

Figure 37 shows an example of advertising information that emphasizes design. When the advertisement ID “b” is selected, the emphasis is on the design, and the product description 527 that emphasizes the design is used to create advertisement information. Words related to product description and product design may be emphasized by changing the font size, font, color, etc. For example, increase the size of the “A-line type” related to the design.

FIG. 38 is an example of product information having a plurality of product descriptions. The product information 5 10 includes a field 5 12 for storing a product ID, image data 5 14 for the product, a field 5 16 for storing product information such as a product type, a manufacturer, a release date, and a price. And a field 518 for storing a plurality of product descriptions that emphasize different attributes of the product in association with the advertisement ID.

According to the information providing apparatus of the present embodiment, advertisement information is transmitted to a user at random from a plurality of advertisement contents of the same product, and the access status of the user to the advertisement information, the purchase status of the product, By averaging the user characteristics of the user who has responded to the information, it is possible to obtain information on the advertisement target group indicating the average characteristics of the user who responds to the advertisement information. Also, by comparing the user characteristics of the user with the information on the target audience, classifying the user into similar target audiences, and selecting the classified advertisement information of the target audience, it is effective It is possible to provide advertisement information suitable for the user.

In addition, the advertisement provider determines from the information about the target audience stored in the advertisement effect file 530 of the advertisement database 50 of the present embodiment that the user who responds to each of the advertisement information for the same product It is possible to know the characteristics and purchasing behavior type of an advertisement, and to understand the user group in which the advertisement is effective. Advertisers can use information about the target audience as marketing information when advertising products.

(Third embodiment)

The information providing device 30 of the first and second embodiments may be realized by a general-purpose computer. FIG. 39 is a block diagram illustrating a hardware configuration of the general-purpose computer 200. In FIG. 39, the computer 200 is the CPU 200 and the ROM 200 n

4 and operates based on the program stored in the RAM 206. The input device 208 allows the administrator of the information providing device 30 to input data and commands. A hard disk drive 210 as an example of a storage device stores setting information and a program for operating the CPU 202.

The floppy disk drive 214 reads data or a program from the floppy disk 224 and provides it to the CPU 202. The CD-ROM drive 216 reads data or a program from the CD-ROM 226 and provides it to the CPU 202. The communication interface 218 connects to the Internet 20 to transmit and receive data. The database interface 212 connects to various databases 222 to transmit and receive data in the databases. Further, the computer 200 is provided with an interface for connecting to the display 228, and the administrator can monitor the operation status by the display 228 and confirm the setting information.

The software executed by the CPU 202 is stored in a recording medium such as the floppy disk 224 or the CD-ROM 226 and provided to the user. The software stored on the recording medium may be compressed or uncompressed. The software is installed in the hard disk drive 210 from the recording medium, read out to the RAM 206, and executed by the CPU 202.

The functional configuration and operation of the software stored in the recording medium, that is, the software installed in the hard disk drive 210 are the functional configuration and operation of the information providing apparatus 30 of the first and second embodiments. Therefore, the explanation is omitted.

A floppy disk 224 or a CD-ROM 226 as an example of a recording medium shown in FIG. 39 has a part or all of the operation of the information providing apparatus 30 according to the embodiment described in the present application. Can be stored.

These programs may be read directly from the recording medium to the RAM and executed, or may be temporarily installed on the hard disk drive and then read to the RAM and executed. Furthermore, even if the above program is stored on a single storage medium, May be stored in the recording medium. Also, it may be stored in an encoded form. Recording media include floppy disks, CD-ROMs, optical recording media such as DVDs, magnetic recording media such as MDs, magneto-optical recording media such as PDs, tape media, magnetic recording media, and IC cards.半導体 A semiconductor memory such as a miniature memory can be used. In addition, a storage device such as a hard disk or a RAM provided in a server system connected to a dedicated communication network Internet is used as a recording medium, and a program is transmitted via a communication network to an information providing apparatus according to an embodiment of the present invention. May be provided to the computer 200. Such a recording medium is used only for manufacturing the information providing device of the present invention, and the manufacture and sale of such a recording medium as a business based on the patent right based on the present application. It is clear that it constitutes infringement.

As described above, according to the present invention, psychological characteristics of a user are analyzed using a psychological and socio-behavioral analysis method, and demographic basic attributes such as age and gender of a user are analyzed. In combination with the user's preference characteristics and the user's Internet activity history, it is possible to select a product suitable for the user, provide sales talks appealing to the user and provide product information, and provide advertisement information. In addition, it is possible to know the effect of the advertisement based on the user's response to the advertisement information and the activity history on the Internet after purchase, and obtain information useful for marketing.

In addition, advertisement information is randomly transmitted to the user from among a plurality of advertisement contents of the same product, and the user characteristics of the user who responded to the advertisement information are averaged based on the reaction history of the user with the advertisement information, so that the advertisement can be obtained. Information on the target audience can be obtained for each advertisement information. In addition, by comparing the user characteristics and information on the target audience, and classifying the user into similar target audiences, it is possible to select advertisement information suitable for the user, and to effectively select the user suitable for the user. Advertisement information can be provided.

As described above, the present invention has been described using the embodiment, but the technical scope of the present invention is not limited to the scope described in the above embodiment. Various changes or improvements can be made to the above embodiment. Embodiments with such changes or improvements are also within the technical scope of the present invention. It is clear from the description of the claims that this can be included. Industrial applicability

As is clear from the above description, according to the present invention, by considering the characteristics of the user and advertising the product with the advertisement content suitable for the user, the purchase behavior of the user is promoted, and the efficient advertisement is performed. The effect can be obtained.

Claims

The scope of the claims

1. An information providing device that provides a user terminal with advertisement information of goods such as goods, securities, or services,

A user database for storing the user's personal information,

An advertisement information database that stores a plurality of pieces of advertisement information for the same product; and for the product to be advertised to the user, the advertisement information based on the personal information of the user extracted from the user database. An advertisement information selecting unit that selects one of the plurality of pieces of advertisement information from the database as provided advertisement information;

A transmitting unit that transmits the provided advertisement information to the terminal of the user;

An information providing device comprising:

2. Each of the plurality of advertisement information includes a different catch phrase relating to the same product, and the advertisement information selection unit selects one of the plurality of catchphrases based on the personal information, The information providing apparatus according to claim 1, wherein the provided advertisement information is selected.

3. Each of the plurality of pieces of advertisement information includes the description content of the above-mentioned product that emphasizes different attributes of the same product, and the advertisement information selection unit performs one of the attributes of the product based on the personal information. The information providing apparatus according to claim 1, wherein the provided advertisement information is selected by selecting one of the information providing apparatuses.

4. Each of the plurality of pieces of advertisement information includes information on a description content of the same product and a plurality of attributes to be emphasized of the product, and the advertisement information selecting unit, based on the personal information, 2. The information providing apparatus according to claim 1, wherein one of the attributes is selected, and a portion corresponding to the attribute in the description content is emphasized.

5. The information providing apparatus according to claim 3, wherein the attribute is a price, a function, a design, or a brand of the product.

6. The personal information includes basic attributes representing demographic attributes of the user, preference characteristics representing the user's preferences, and psychological characteristics of the user, and the advertisement information selection unit includes: Should be provided to the user based on the basic attributes and the taste characteristics. 2. The information according to claim 1, wherein the product is selected, and one of the plurality of pieces of advertisement information for the product is selected mainly based on the basic attribute and the psychological characteristic.

7. The apparatus further comprises a user characteristic analysis unit that classifies the user's purchasing behavior type based on the psychological characteristics, and the advertisement information database stores each of the plurality of pieces of advertisement information in association with the purchase behavior type. The advertisement information selecting unit selects the provided advertisement information by selecting the advertisement information associated with the purchase behavior type classified by the user characteristic analysis unit from the advertisement information database. The information providing device according to claim 6, wherein:

8. The apparatus further includes a log analysis processing unit that analyzes an action history of the user through communication using the terminal, and based on the action history analyzed by the log analysis processing unit, the user's preference characteristics and the 7. The information providing device according to claim 6, wherein at least one of the psychological characteristics is updated.

9. The action history according to claim 8, wherein the action history is an access history of electronic information searched or browsed by the user, and a purchase history when the user purchases the product indicated by the electronic information. Information providing device.

10. The log analysis processing unit analyzes an action history performed by the user in response to the provided advertisement information after the transmitting unit transmits the provided advertisement information to the terminal of the user. 9. The information providing device according to claim 8, wherein

11. The action history of the user is a history related to browsing of detailed information of a product presented by the advertisement information, purchase of the product, and retrieval of information on a product similar to the product. Item 10. The information providing device according to Item 10.

12. The log analysis processing unit, when the user purchases the product indicated by the provided advertisement information, based on an access history of electronic information accessed by the user using the terminal after the purchase. The information providing apparatus according to claim 11, wherein the psychological characteristic of the user is updated.

1 3. The log analysis processing unit may be configured such that, after the user purchases the product indicated by the provided advertisement information, the electronic information accessed by the user purchases the product. cj

Whether the information is related to the purchased product, information related to a product similar to the product purchased by the user, or information irrelevant to the product purchased by the user. The information providing apparatus according to claim 12, wherein the psychological characteristic is updated.

1 4. An information providing device for providing information suitable for a user to a user terminal, the user database storing personal information of the user,

A provision information database storing provision information to be provided to the user;

Based on the personal information extracted from the user database, based on the personal information extracted, the provided information generation processing unit that adjusts the expression content of the provided information extracted from the provided information database, the provided information generated by the provided information generation processing unit A transmitting unit for transmitting to the terminal of the user;

An information providing device comprising:

15. The provided information has product information on a product such as an article, a security, or a service to be provided to the user, and the provided information generation processing unit displays the content of the product information based on the personal information. 15. The information providing apparatus according to claim 14, wherein adjustment is performed.

16. The personal information has a basic attribute representing a demographic attribute of the user, a preference characteristic representing a preference of the user, and a psychological characteristic of the user. Selects the product information to be provided to the user mainly based on the basic attribute and the preference characteristic, and adjusts the expression content of the product information mainly based on the basic attribute and the psychological characteristic 16. The information providing apparatus according to claim 15, wherein

17. When the provided information generation processing unit provides the provided product information of a plurality of similar products as the provided information, the provided information generation processing unit determines the number of similar products based on the psychological characteristics of the user. 17. The information providing device according to claim 16, wherein the information providing device is changed.

18. The provided information includes character data, audio data, and image data, and the provided information generation processing unit is configured to perform a process based on the basic attributes and the psychological characteristics of the user. The expression content of the provided information is adjusted by adjusting at least one of the font and color of the character data, the background color and design of the display screen, the sound quality, volume, melody, and music of the audio data. 17. The information providing device according to claim 16, wherein

1 9. An information providing device that provides advertising information of goods such as goods, securities, or services to a user terminal and analyzes the effect of the advertising.

A user database for storing personal information of the user in association with the identification information of the user;

An advertisement information database that stores information on a target audience in association with each of a plurality of pieces of advertisement information for the same product,

An advertisement information selection unit that selects one of the plurality of pieces of advertisement information as provided advertisement information; an advertisement information transmission unit that transmits the provided advertisement information to the terminal of the user; An advertisement effect analysis unit that updates information on the advertisement target group associated with the advertisement information based on the personal information of the user when there is a response;

An information providing device comprising:

20. The advertisement information database stores a response history in which the identification information of the user who has responded to the advertisement information is associated with the advertisement information, and the advertisement effect analysis unit is stored in the advertisement information database. Extracting, from the reaction history, the identification information of the user who has responded to the advertisement information, extracting the personal information of the user associated with the identification information from the user database, based on the personal information. 20. The information providing apparatus according to claim 19, wherein information related to the advertising target group associated with the advertising information is updated.

21. The advertisement effect analysis unit updates information on the advertisement target person group corresponding to the advertisement information by averaging the personal information of the plurality of users extracted from the reaction history. 20. The information providing device according to claim 20, wherein:

2 2. In the advertisement information selection section, the personal information of the user and the target audience A control unit that classifies the user into one of the advertisement target groups based on the information regarding the advertisement target and selects the advertisement information corresponding to the classified advertisement target group as the provided advertisement information. The information providing device according to claim 19, further comprising:

23. The control unit, based on the similarity between the personal information of the user and the information on the advertising target audience, sets the user to one of the advertising target audiences. The advertisement information corresponding to the classified target audience is classified by the user, and the advertisement information is selected as the provided advertisement information.

22. The information providing device according to 2.

24. The advertisement information database stores a hit rate indicating a frequency of reaction of the user to the advertisement information for each of the advertisement information, and the advertisement effect analysis unit determines a response of the user to the provided advertisement information. The information providing apparatus according to claim 19, wherein the hit rate of the advertisement information is updated based on the information.

25. The advertisement information selecting unit, based on the personal information of the user and the information on the advertisement target layer, the advertisement target layer corresponding to the advertisement information that satisfies a predetermined hit rate condition. A control unit configured to classify the user and further select the advertisement information corresponding to the classified target audience as the provided advertisement information. Information described in item 24

26. An information providing method for providing advertisement information of goods such as goods, securities, or services to a user terminal,

Extracting the user's personal information from a user database that stores the user's personal information;

From an advertisement information database that stores a plurality of pieces of advertisement information for the same product, for the product to be advertised to the user, one of the plurality of advertisement information is provided based on the personal information of the user. Selecting as information,

Transmitting the provided advertisement information to the terminal of the user;

An information providing method comprising:

2 7. An information providing method that provides information suitable for users,

Selecting provided information to be provided to the user based on the personal information of the user; adjusting the expression content of the provided information based on the personal information; and providing the adjusted provided information to the user. Stages to offer and

An information providing method comprising:

28. A marketing method that provides users with advertising information on goods such as goods, securities, or services, and analyzes the effects of advertising.

Selecting one of the plurality of pieces of advertisement information for the product to be advertised to the user from an advertisement information database storing a plurality of pieces of advertisement information for the same product;

Presenting the selected advertisement information to the user;

Extracting the personal information of the user who has responded to the advertisement information from a user database that stores the personal information of the user when the user has responded to the advertisement information;

Storing the extracted personal information in association with the advertisement information; and, based on the personal information associated with the advertisement information, information relating to a user group responding to the advertisement information for each of the advertisement information. The stage to seek

Marketing method characterized by comprising.

29. extracting the personal information of the user from the user database, and classifying the user into one of the user layers based on the personal information of the user and information on the user layer;

Presenting the advertisement information associated with the classified user group to the user;

29. The marketing method according to claim 28, further comprising:

30. A recording medium storing a computer program for providing advertisement information of goods, securities, or services to a user terminal, wherein the program stores

Extracting the personal information from a user database storing personal information of the user f ¾

A search module,

A search module for extracting the advertisement information from an advertisement information database storing a plurality of advertisement information for the same product;

For the product to be advertised to the user, one of the plurality of pieces of advertisement information is selected from the advertisement information database as provided advertisement information based on the personal information of the user extracted from the user database. A recording medium, comprising: an advertisement information selection module that causes the user to transmit the provided advertisement information to the terminal of the user.

31. A recording medium storing a computer program for providing information suitable for a user to a user terminal, wherein the program stores the program in the computer.

A search module for extracting the personal information from a user database storing personal information of a user;

A providing information generation module for selecting provided information to be provided to a user based on the personal information, and adjusting an expression content of the provided information based on the personal information; and providing the adjusted provided information to the user. And a transmission module for causing the terminal to transmit.

32. A recording medium storing a computer program for providing advertisement information of goods such as goods, securities, or services to a user terminal and analyzing the effect of the advertisement.

An advertisement information selection module for selecting one of the plurality of pieces of advertisement information as provided advertisement information from an advertisement information database that stores information on a target audience in association with each of a plurality of pieces of advertisement information for the same product;

An advertisement information transmission module for transmitting the provided advertisement information to the terminal of the user;

When there is a reaction of the user to the provided advertisement information transmitted by the advertisement information transmission module, based on the personal information of the user, the advertisement target person group associated with the advertisement information Of advertising effectiveness analysis to update information about A recording medium characterized by comprising a thousand square meters.