JP7485801B2 - GENERATION APPARATUS, GENERATION METHOD, AND GENERATION PROGRAM - Google Patents

Description

The present invention relates to a generation device, a generation method, and a generation program.

In recent years, technology has become known that determines the effectiveness of a contact object that a user has come into contact with. One example of such technology is a technology that determines the advertising preferences of a vehicle occupant when that occupant views an advertisement.

JP 2014-052518 A JP 2010-061218 A

However, the conventional technology described above does not necessarily make it possible to grasp the effect of a contact object on each user with a different contact pattern.

For example, the above-mentioned conventional technology merely describes a process for acquiring the content of an advertisement in the line of sight of a vehicle occupant and biometric information obtained when the occupant views the advertisement, and determining the occupant's preference for the advertisement, as well as a process for determining whether a web advertisement is actually viewed by the user and measuring the actual viewing time of the advertisement. Therefore, the above-mentioned conventional technology does not necessarily make it possible to grasp the influence of a contact object on each user with a different contact pattern.

This application was made in consideration of the above, and aims to understand the influence that a contact object has on each user with a different contact pattern.

The generation device according to the present application has an estimation unit that estimates the contact manner of each user with respect to a specific contact object after the specific contact object is provided, and a generation unit that generates information indicating the influence of the specific contact object on each user using information of a plurality of user groups each having a different contact manner, the estimation unit estimates whether or not the specific contact object has been contacted, the generation unit identifies a contact group that is a group of users who have contacted the specific contact object, identifies commonalities among users belonging to the contact group, and identifies a user group having the commonalities and not belonging to the contact group as a comparison group, and generates the information indicating the influence using information of the contact group and information of the user group.

According to one aspect of the embodiment, it is possible to grasp the effect of a contact object on each user with a different contact pattern.

FIG. 1 is a diagram illustrating an example of a generation process according to an embodiment. FIG. 2 is a diagram illustrating an example of the configuration of a generation system according to an embodiment. FIG. 3 is a diagram illustrating an example of the configuration of a generating device according to an embodiment. FIG. 4 is a diagram illustrating an example of a position information storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of a user information storage unit according to the embodiment. FIG. 6 is a flowchart illustrating an example of a procedure of a generation process according to the embodiment. FIG. 7 is a hardware configuration diagram illustrating an example of a computer that realizes the functions of the generation device.

Below, a detailed description will be given of a form for implementing the generating device, generating method, and generating program according to the present application (hereinafter, referred to as "embodiments") with reference to the drawings. Note that the generating device, generating method, and generating program according to the present application are not limited to these embodiments. Furthermore, the same parts in the following embodiments are given the same reference numerals, and duplicated descriptions will be omitted.

1. Embodiment
A generation process realized by the generation device of the present embodiment will be described with reference to FIG. 1. FIG. 1 is a diagram showing an example of the generation process according to the embodiment. In the example shown in FIG. 1, the generation system 1 has a user terminal 10, an advertiser terminal 20, and a generation device 100. The user terminal 10, the advertiser terminal 20, and the generation device 100 are connected to each other via a predetermined communication network (not shown) so as to be able to communicate with each other by wire or wirelessly. The generation system 1 shown in FIG. 1 may include a plurality of user terminals 10, a plurality of advertiser terminals 20, and a plurality of generation devices 100.

The user terminal 10 shown in FIG. 1 is an information processing device used by a user. For example, the user terminal 10 is a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a mobile phone, a PDA (Personal Digital Assistant), or the like. In the example shown in FIG. 1, the user terminal 10 is a smart device such as a smartphone or a tablet used by a user. In the example shown in FIG. 1, the user terminal 10 transmits to the generating device 100 the user's location information based on information detected by various sensors (e.g., a GPS (Global Positioning System) function, a motion sensor, etc.) possessed by the user terminal 10. In the example shown in FIG. 1, the user terminal 10 transmits to the generating device 100 the user's usage history, location information, and other behavioral information of various services distributed by external server devices and various applications (hereinafter, sometimes referred to as "apps") installed on the user terminal 10.

In the example shown in FIG. 1, the user terminal 10 will be described as user terminals 10-1 to 10-N (N is any natural number) depending on the user who uses the user terminal 10. For example, user terminal 10-1 is the user terminal 10 used by a user (user U1) identified by user ID "U1". In the following, user terminals 10-1 to 10-N will be described as user terminal 10 when there is no particular distinction to be made.

The advertiser terminal 20 shown in FIG. 1 is an information processing device used by an advertiser. For example, the advertiser terminal 20 is a desktop PC, a notebook PC, a tablet terminal, a mobile phone, a PDA, etc. In the example shown in FIG. 1, the advertiser terminal 20 is a notebook PC used by advertiser A1.

In the example shown in FIG. 1, the advertiser terminal 20 transmits information (hereinafter, sometimes referred to as "contact conditions") that is the criterion for determining whether or not a user has come into contact with an advertisement to the generating device 100. The advertiser terminal 20 also transmits information regarding the specification of the user's behavior (hereinafter, sometimes referred to as "behavior conditions") to the generating device 100.

The generating device 100 shown in FIG. 1 is an information processing device that generates influence information indicating the influence that advertisements managed by advertiser A1 have on users. In the example of FIG. 1, the generating device 100 acquires user location information from the user terminal 10 and stores it in a location information storage unit. The generating device 100 also acquires user behavior information from the user terminal 10 and stores the behavior information and attribute information related to the user's attributes estimated from the behavior information in a user information storage unit. The generating device 100 also manages contact conditions and behavior conditions transmitted from the advertiser terminal 20.

The conversion process performed by the generating device 100 will be described below with reference to FIG. 1. In the following description, it is assumed that a business that displays and installs advertisements outdoors has installed advertisement #1 submitted by advertiser A1 in area A. In the example of FIG. 1, advertisement #1 may be an advertisement that uses various advertising media such as a billboard advertisement, a display advertisement, or a poster advertisement.

First, the generating device 100 acquires location information from the user terminal 10 (step S11). For example, in the example of FIG. 1, the generating device 100 acquires location information (e.g., specific numerical values indicating longitude and latitude) acquired by the GPS function of the user terminal 10 and the date and time corresponding to the location information from each user terminal 10 for a predetermined period of time.

Then, the generating device 100 receives contact conditions and behavior conditions from the advertiser terminal 20 (step S12). Here, in the example of FIG. 1, it is assumed that the generating device 100 has received from the advertiser terminal 20 a contact condition that defines a user who enters within a predetermined range (e.g., 10 meters, 100 meters) from the position where advertisement #1 is placed as a user who has come into contact with advertisement #1. It is also assumed that the generating device 100 has received from the advertiser terminal 20 a behavior condition that specifies the user's behavior of "visiting an associated store related to advertisement #1."

Then, the generating device 100 identifies users whose location information satisfies the contact condition as a contact group (step S13). For example, in the example of FIG. 1, the generating device 100 identifies a group of users who have come into contact with advertisement #1 (contact group M1) by estimating, based on the location information collected in step S11, that users who have met the contact condition after advertisement #1 is placed as users who have come into contact with advertisement #1.

Next, the generating device 100 identifies users who do not belong to the contact group among users who have at least one or both of the behaviors and attributes in common with the contact group as a comparison group (step S14). Note that any setting can be made regarding which users are to be included in the comparison group, and the conditions for users to be included in such a comparison group may be registered by the advertiser A1. In other words, the generating device 100 may receive the conditions for the comparison group from the advertiser A1.

For example, in the example of FIG. 1, the generating device 100 extracts information (behavior information and attribute information) related to behavior and attributes associated with each user belonging to the contact group M1 from the location information storage unit and the user information storage unit. Then, the generating device 100 identifies, among the users belonging to the contact group M1, information related to behavior or attributes associated with users who number more than a predetermined threshold (e.g., 80% of all users belonging to the contact group M1), or information related to behavior and attributes, as behavior or attributes common to each user belonging to the contact group M1.

In the example of FIG. 1, it is assumed that "visiting area A every day" is identified as a behavior common to users belonging to contact group M1 based on the behavioral information of users belonging to contact group M1. In this case, based on the information stored in the location information storage unit and the user information storage unit, the generating device 100 estimates that users who do not belong to contact group M1 among the users who have been identified as "visiting area A every day" as information related to their behavior are users who have not been exposed to advertisement #1, thereby identifying a group of users who have not been exposed to advertisement #1 (comparison group C1).

Next, the generating device 100 identifies the number of users who satisfy the behavioral conditions and the number of users who do not satisfy the behavioral conditions in each of the contact group and the comparison group (step S15). For example, in the example of FIG. 1, the generating device 100 identifies the number of users who "visited a related store associated with advertisement #1" and the number of users who did not "visit a related store associated with advertisement #1" in each of the contact group M1 and the comparison group C1 based on the user behavior information.

Next, the generating device 100 generates influence information indicating the influence of the advertisement from the number of users identified in step S15 (step S16). For example, in the example of FIG. 1, the generating device 100 generates, as influence information, information indicating the number of users identified in step S15, information comparing the proportion of the number of users belonging to the contact group M1 who "visited a store related to advertisement #1" with the proportion of the number of users belonging to the comparison group C1 who "visited a store related to advertisement #1" (graph G1), and the like.

Then, the generating device 100 provides the influence information generated in step S16 to the advertiser terminal 20 (step S17).

In the example of FIG. 1, a user who satisfies the contact conditions provided by the advertiser is presumed to be a user who has been contacted with an advertisement. However, for example, it may be possible to presume whether a user has been contacted with an advertisement based on the user's line of sight detected by the user wearing a wearable device capable of communicating with the user terminal 10.

As described above, the generating device 100 according to the embodiment can estimate the users who have come into contact with an advertisement placed outdoors based on location information, and by comparing a contact group who have come into contact with the advertisement with a comparison group that includes users who have the same behavior and attributes as the users in the contact group but have not come into contact with the advertisement, the generating device 100 according to the embodiment can grasp the influence of an outdoor contact object on each user who has a different contact manner with the outdoor contact object.

2. Configuration of the Generation Processing System
Next, a generating system 1 for realizing the above-mentioned generating process will be described with reference to FIG. 2. FIG. 2 is a diagram showing a configuration example of the generating system according to the embodiment. As shown in FIG. 2, the generating system 1 according to the embodiment includes a user terminal 10, an advertiser terminal 20, and a generating device 100. The user terminal 10, the advertiser terminal 20, and the generating device 100 are connected to each other via a network N so as to be able to communicate with each other by wire or wirelessly. The network N is a communication network such as a LAN (Local Area Network), a WAN (Wide Area Network), a telephone network (such as a mobile phone network or a landline telephone network), a regional IP (Internet Protocol) network, or the Internet. The network N may include a wired network or a wireless network. The generating system 1 shown in FIG. 2 may include a plurality of user terminals 10, a plurality of advertiser terminals 20, and a plurality of generating devices 100.

The user terminal 10 is an information processing device used by a user. The user terminal 10 transmits to the generating device 100 user location information based on information detected by various sensors (e.g., a GPS function, a motion sensor, etc.) possessed by the user terminal 10. The user terminal 10 also transmits to the generating device 100 behavioral information based on the user's usage history and location information for various services distributed by external server devices and various applications installed on the user terminal 10. Furthermore, when the user terminal 10 receives control information for implementing processing of the various sensors and various applications from the generating device 100, it implements the processing in accordance with the control information.

The advertiser terminal 20 is an information processing device used by the advertiser. The advertiser terminal 20 transmits to the generating device 100 contact conditions that are the criteria for determining whether or not a user has come into contact with an advertisement, and action conditions related to the specification of the user's action. When the advertiser terminal 20 receives control information from the generating device 100 that realizes the transmission process of the contact conditions and action conditions, it realizes the transmission process according to the control information.

The generating device 100 is an information processing device that generates influence information indicating the influence that an advertisement managed by an advertiser has on a user. The generating device 100 acquires user location information from the user terminal 10 and stores it in a location information storage unit 121 described later. The generating device 100 also acquires user behavior information from the user terminal 10 and stores the behavior information and attribute information related to the user's attributes estimated from the behavior information in a user information storage unit 122 described later. The generating device 100 also manages contact conditions and behavior conditions transmitted from the advertiser terminal 20. The generating device 100 may be a server that distributes the data itself of a specific application. The generating device 100 may also function as a distribution device that distributes control information to the user terminal 10 and the advertiser terminal 20. Here, the control information is described in, for example, a script language such as JavaScript (registered trademark) or a style sheet language such as CSS (Cascading Style Sheets). In addition, the specific application itself distributed from the generating device 100 may be considered as control information.

3. Configuration of the Generation Device
Next, the configuration of the generating device 100 will be described with reference to Fig. 3. Fig. 3 is a diagram showing an example of the configuration of the generating device according to the embodiment. As shown in Fig. 3, the generating device 100 includes a communication unit 110, a storage unit 120, and a control unit 130.

(Regarding communication unit 110)
The communication unit 110 is realized by, for example, a network interface card (NIC) etc. The communication unit 110 is connected to the network N by wire or wirelessly, and transmits and receives information between the user terminal 10, the advertiser terminal 20, etc.

(Regarding the storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory element such as a random access memory (RAM) or a flash memory, or a storage device such as a hard disk or an optical disk. As shown in FIG. 3, the storage unit 120 has a position information storage unit 121 and a user information storage unit 122.

(Regarding the position information storage unit 121)
The location information storage unit 121 stores location information of a user. An example of information related to a query stored in the location information storage unit 121 will now be described with reference to Fig. 4. Fig. 4 is a diagram showing an example of a location information storage unit according to an embodiment. In the example of Fig. 4, the location information storage unit 121 has items such as "user ID", "date and time", "means of transportation", and "location information".

"User ID" indicates identification information for identifying a user. "Date and time" indicates the date and time corresponding to the location information. "Transportation" indicates the transportation used to travel to the location corresponding to the location information. "Location information" indicates the location information of the user. Note that in FIG. 4, an example is shown in which conceptual information such as "Location information #1" is stored in "Location information", but in reality, information indicating latitude and longitude may be stored.

In other words, Figure 4 shows an example in which a user identified by user ID "U1" is located at "location information #1" at "date and time #1" using the transportation method "walking."

(Regarding the user information storage unit 122)
The user information storage unit 122 stores user information related to the attributes and behavior of a user. An example of user information stored in the user information storage unit 122 will now be described with reference to Fig. 5. Fig. 5 is a diagram showing an example of a user information storage unit according to an embodiment. In the example of Fig. 5, the user information storage unit 122 has items such as "user ID", "attribute information", and "behavior information".

"User ID" indicates identification information for identifying a user. "Attribute information" indicates information related to the attributes of a user. Note that while FIG. 5 shows an example in which conceptual information such as "attribute information #1" is stored in "attribute information," in reality, information indicating the psychographic attributes or demographic attributes of a user may also be stored.

"Behavior information" indicates information about a user's behavior, and has items such as "behavior date and time" and "behavior content." "Behavior date and time" indicates the date and time corresponding to the user's behavior. "Behavior content" indicates the content of the user's behavior. Note that while Figure 5 shows an example in which conceptual information such as "behavior content #1" is stored in "behavior content," in reality, information such as whether or not the user visited a physical store, product purchase history, browsing history on the network, etc. may also be stored.

In other words, Figure 5 shows an example in which a user identified by user ID "U1" has "attribute information #1" and performed "action content #1" on "action date and time #1."

(Regarding the control unit 130)
The control unit 130 is a controller, and is realized, for example, by a central processing unit (CPU) or a micro processing unit (MPU) executing various programs stored in a storage device inside the generating device 100 using a RAM as a working area. The control unit 130 is also a controller, and is realized, for example, by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA). As shown in FIG. 3, the control unit 130 according to the embodiment has an acquisition unit 131, an estimation unit 132, an identification unit 133, and a generation unit 134, and realizes or executes the functions and actions of information processing described below.

(Regarding the Acquisition Unit 131)
The acquisition unit 131 acquires user location information. For example, in the example of FIG. 1 , the acquisition unit 131 acquires location information (e.g., specific numerical values indicating longitude and latitude) acquired by a GPS function of the user terminal 10 and a date and time corresponding to the location information from each user terminal 10 at predetermined intervals, and stores the information in the location information storage unit 121.

(Regarding the estimation unit 132)
The estimation unit 132 estimates the contact manner of each user with respect to a predetermined contact target. For example, in the example of FIG. 1, the estimation unit 132 estimates the contact manner of the user based on the location information of the user and the contact condition received from the advertiser terminal 20.

The estimation unit 132 may also estimate the contact manner of each user with respect to a specific contact target based on the location information of each user. For example, in the example of FIG. 1, the estimation unit 132 estimates the contact manner of each user with respect to advertisement #1 based on the location information of the user and the contact conditions received from the advertiser terminal 20.

The estimation unit 132 may also estimate the contact manner of each user with respect to a specific advertisement as a specific contact target. For example, in the example of FIG. 1, the estimation unit 132 estimates the contact manner of each user with respect to advertisement #1, which is an advertisement that uses various advertising media such as a billboard advertisement, a display advertisement, a poster advertisement, etc., and is placed outdoors.

The estimation unit 132 may also estimate whether or not a specific contact object has been contacted. For example, in the example of FIG. 1, the estimation unit 132 estimates that a user who satisfies the contact condition received from the advertiser terminal 20 after placing advertisement #1 based on the location information is a user who has contacted advertisement #1.

The estimation unit 132 may also estimate the date and time of contact with a specific contact target as the contact mode. For example, in the example of FIG. 1, the estimation unit 132 estimates the date and time corresponding to the location information that satisfies the contact condition received from the advertiser terminal 20 as the date and time when the user contacted advertisement #1.

The estimation unit 132 may also estimate the contact manner of each user with respect to a specific moving object as a specific contact target. For example, the estimation unit 132 estimates the contact manner of each user with respect to an advertisement truck, a promotional car, an advertisement placed inside or outside a means of transportation (e.g., a train, a bus, etc.), etc.

(Regarding the identification unit 133)
The identification unit 133 identifies whether each user has performed a predetermined behavior related to a predetermined contact target. For example, in the example of Fig. 1, the identification unit 133 identifies whether each user has performed a behavior related to advertisement #1 based on whether the behavior information satisfies the behavior condition "visiting a related store related to advertisement #1" received from the advertiser terminal 20.

(Regarding the generation unit 134)
The generation unit 134 generates information indicating the influence of a predetermined contact target on each user by using information on a plurality of user groups each having a different contact manner. For example, in the example of Fig. 1, the generation unit 134 generates influence information indicating the influence of advertisement #1 based on behavior information of a contact group M1 that has been in contact with advertisement #1 and a comparison group C1 that has not been in contact with advertisement #1.

The generation unit 134 may also generate information indicating the advertising effectiveness of the advertisement using information on multiple user groups with different contact patterns with the advertisement. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating the advertising effectiveness of advertisement #1 based on whether or not the behavioral information of users belonging to each of the contact group M1 and the comparison group C1 satisfies the behavioral condition received from the advertiser terminal 20.

The generation unit 134 may also generate, as information indicating influence, information indicating the number of users belonging to each of a plurality of user groups with different contact targets. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating the number of users belonging to each of the contact group M1 and the comparison group C1.

The generation unit 134 may also generate information indicating a group of users who have come into contact with a specific contact target and a group of users who have not come into contact with the specific contact target. For example, in the example of FIG. 1, the generation unit 134 generates influence information indicating a contact group M1 who has come into contact with advertisement #1 and a comparison group C1 who has not come into contact with advertisement #1.

The generation unit 134 may also identify a contact group, which is a group of users who have come into contact with a specific contact target, and identify a group of users who have a specific commonality with users belonging to the contact group as a comparison group, and generate information indicating influence using information on the contact group and information on the user group. For example, in the example of FIG. 1, the generation unit 134 identifies users who do not belong to the contact group M1 among users who have at least one or both of behaviors and attributes in common with the contact group M1 as a comparison group C1, and generates influence information.

The generation unit 134 may also identify a group of users whose behavior is similar to that of users belonging to the contact group as the comparison group. For example, in the example of FIG. 1, the generation unit 134 identifies "visiting area A every day" as a behavior common to users belonging to the contact group M1 based on the behavioral information of users belonging to the contact group M1. Then, based on the behavioral information, the generation unit 134 estimates users who do not belong to the contact group M1 among the users identified as "visiting area A every day" as users who have not been exposed to advertisement #1, thereby identifying a comparison group C1 that has not been exposed to advertisement #1.

The generation unit 134 may also identify a contact group and a comparison group from users who visited a location where a specific contact target was installed. For example, in the example of FIG. 1, the generation unit 134 identifies a contact group M1 and a comparison group C1 from users who visited area A where advertisement #1 was installed.

The generation unit 134 may also identify, among users who travel by a common means of transportation, users who come into contact with a predetermined contact object while traveling as a contact group, and users who do not come into contact with the predetermined contact object while traveling as a comparison group. For example, in the example of FIG. 1, the generation unit 134 identifies, among users who travel by foot, a contact group M1 who comes into contact with advertisement #1, and a comparison group C1 who does not come into contact with advertisement #1.

The generation unit 134 may also identify a group of users whose attributes are similar to those of the users belonging to the contact group as the comparison group. For example, the generation unit 134 identifies attributes common to users belonging to the contact group M1 based on behavioral information of the users belonging to the contact group, and identifies users who do not belong to the contact group among the users whose attributes have been identified based on the behavioral information as the comparison group.

The generation unit 134 may also identify users who have a certain commonality, and generate information indicating a group of users among the identified users who have come into contact with a certain contact target, and a group of users among the identified users who have not come into contact with the certain contact target. For example, the generation unit 134 refers to the user information storage unit 122 and identifies a group of users who have at least one or both of behavioral information and attribute information in common. Then, the generation unit 134 generates influence information indicating a group of users among the identified group of users who have come into contact with an advertisement, and a group of users who have not come into contact with an advertisement.

The generation unit 134 may also generate information indicating influence using information on users who have performed a predetermined action among users belonging to each user group and information on users who have not performed a predetermined action. For example, in the example of FIG. 1, the generation unit 134 generates, as influence information, information that compares the proportion of the number of users who have "visited a store associated with advertisement #1" among users belonging to contact group M1 with the proportion of the number of users who have "visited a store associated with advertisement #1" among users belonging to comparison group C1.

The generating unit 134 may also generate information indicating multiple groups of users who have different dates and times of contact with a specific contact target. For example, the generating unit 134 generates influence information indicating a contact group and a comparison group for each specific period (e.g., one hour, one day, etc.).

4. Generation process flow
Here, a procedure of the generation process of the generation device 100 according to the embodiment will be described with reference to Fig. 6. Fig. 6 is a flowchart showing an example of the procedure of the generation process according to the embodiment.

As shown in FIG. 6, the generating device 100 acquires user location information (step S101). Next, the generating device 100 estimates the contact manner of each user with respect to the contact object (step S102). For example, in the example of FIG. 1, the generating device 100 estimates that a user whose location information satisfies the contact condition received from the advertiser terminal 20 is a user who contacted advertisement #1.

Next, the generating device 100 determines whether each user has performed a behavior corresponding to the contact target (step S103). For example, in the example of FIG. 1, the generating device 100 determines that a user who satisfies the behavioral condition received from the advertiser terminal 20 is a user who has performed a behavior corresponding to advertisement #1.

Next, the generating device 100 generates information indicating the influence of the contact target on each user with a different contact mode (step S104), and ends the process. For example, in the example of FIG. 1, the generating device 100 generates, as influence information, information that compares the proportion of the number of users belonging to the contact group M1 who "visited a related store related to advertisement #1" with the proportion of the number of users belonging to the comparison group C1 who "visited a related store related to advertisement #1".

5. Modifications
The above-described embodiment is merely an example, and various modifications and applications are possible.

[5-1. About contact objects]
In the above embodiment, an example has been described in which the generation device 100 sets the contact target to an advertisement. However, the generation device 100 may set various targets as contact targets, not limited to advertisements.

[5-2. About the user group]
In the above embodiment, the generating device 100 identifies a contact group that has been exposed to an advertisement and a comparison group that has not been exposed to the advertisement, and generates influence information indicating the influence of the advertisement, but the function of the generating device 100 is not limited to such a configuration, and may identify a user group having any relationship. For example, the generating device 100 may identify a first contact group that has been exposed to a first advertisement and not to a second advertisement, and a second contact group that has not been exposed to the first advertisement and has been exposed to the second advertisement, and generate influence information indicating each of the first advertisement and the second advertisement.

[5-3. Estimation of contact type]
In the above embodiment, an example has been shown in which the generating device 100 estimates that a user who enters within a predetermined range from the position where the advertisement is placed is a user who has been exposed to the advertisement, but the function of the generating device 100 is not limited to this configuration, and any setting is possible as to which type of user is to be estimated as a user who has been exposed to the advertisement. For example, if the advertisement is placed in a predetermined means of transportation (e.g., a train, a bus, a highway, etc.), the generating device 100 may estimate that a user who uses the predetermined means of transportation is a user who has been exposed to the advertisement. Also, for example, if the advertisement is displayed in a predetermined area during a predetermined time period (e.g., in the case of a display advertisement), the generating device 100 may estimate that a user who enters the predetermined area during a predetermined time period is a user who has been exposed to the advertisement, and identify them as a contact group. Then, the generating device 100 may estimate that a user who enters the predetermined area at a time other than the predetermined time period is a user who has not been exposed to the advertisement, and identify them as a comparison group.

6. Effects
As described above, the generating device 100 according to the embodiment includes an acquiring unit 131, an estimating unit 132, a specifying unit 133, and a generating unit 134. The acquiring unit 131 acquires position information of users. The estimating unit 132 estimates the contact manner of each user with respect to a predetermined contact object. The specifying unit 133 specifies whether each user has performed a predetermined behavior related to the predetermined contact object. The generating unit 134 generates information indicating the influence of the predetermined contact object on each user using information of a group of users each having a different contact manner.

As a result, the generating device 100 according to the embodiment generates information indicating the influence of a contact object using information from a group of multiple users with different contact modes, and thus can grasp the influence of a contact object on each user with a different contact mode.

In addition, in the generating device 100 according to the embodiment, for example, the estimation unit 132 estimates the contact manner of each user with respect to a predetermined contact target based on the location information of each user. Furthermore, the estimation unit 132 estimates the contact manner of each user with respect to a predetermined advertisement as the predetermined contact target. Then, the generation unit 134 generates information indicating the advertising effectiveness of the advertisement using information on a plurality of user groups having different contact manners with the advertisement. Furthermore, the generation unit 134 generates information indicating the number of users belonging to each user group for a plurality of user groups having different contact targets as information indicating influence.

As a result, the generating device 100 according to the embodiment estimates the contact pattern with the advertisement and generates information indicating the effectiveness of the advertisement, thereby making it possible to grasp the impact of the advertisement.

In the generating device 100 according to the embodiment, for example, the estimation unit 132 estimates whether or not a predetermined contact object has been contacted. Then, the generation unit 134 generates information indicating a user group that has contacted the predetermined contact object and a user group that has not contacted the predetermined contact object. The generation unit 134 also identifies a contact group, which is a group of users that have contacted the predetermined contact object, and identifies a user group that has a predetermined commonality with users belonging to the contact group as a comparison group, and generates information indicating influence using information on the contact group and information on the user group. The generation unit 134 also identifies a user group whose behavior is similar to that of users belonging to the contact group as a comparison group. The generation unit 134 also identifies a contact group and a comparison group from users who have visited a place where a predetermined contact object is installed. Furthermore, the generation unit 134 also identifies, among users who move by a common means of transportation, users who have contacted a predetermined contact object during the movement as a contact group, and users who have not contacted the predetermined contact object during the movement as a comparison group. Furthermore, the generation unit 134 also identifies a user group whose attributes are similar to those of users belonging to the contact group as a comparison group. In addition, the generation unit 134 identifies users who have a predetermined commonality, and generates information indicating a group of users among the identified users who have come into contact with a predetermined contact object, and a group of users among the identified users who have not come into contact with the predetermined contact object.

As a result, the generating device 100 according to the embodiment identifies a contact group and a comparison group and generates information indicating the influence of the contact object, making it possible to grasp the influence of the contact object on each user with a different contact mode.

In addition, in the generating device 100 according to the embodiment, for example, the generating unit 134 generates information indicating influence using information on users who have performed a specified behavior among users belonging to each user group and information on users who have not performed a specified behavior.

As a result, the generating device 100 according to the embodiment generates information based on whether or not a user belonging to each user group has performed an action related to a contact object, and therefore the contact mode can grasp the influence that a contact object has on each user.

In addition, in the generating device 100 according to the embodiment, for example, the estimation unit 132 estimates the date and time of contact with a specific contact object as the contact mode. Then, the generation unit 134 generates information indicating a plurality of user groups having different dates and times of contact with the specific contact object.

As a result, the generating device 100 according to the embodiment generates information according to the date and time when the user touches the contact object, and thus can appropriately grasp the influence that the contact object has on each user.

In addition, in the generating device 100 according to the embodiment, for example, the estimation unit 132 estimates the contact manner of each user with a specified moving object as a specified contact object.

As a result, the generating device 100 according to the embodiment estimates the contact mode of the contact object, which is a moving object, and can therefore appropriately grasp the influence of the contact object, which is a moving object.

7. Hardware Configuration
The generating device according to each embodiment described above is realized by a computer 1000 having a configuration as shown in Fig. 7, for example. The generating device 100 will be described below as an example. Fig. 7 is a hardware configuration diagram showing an example of a computer that realizes the functions of the generating device. The computer 1000 has a CPU 1100, a RAM 1200, a ROM 1300, a HDD 1400, a communication interface (I/F) 1500, an input/output interface (I/F) 1600, and a media interface (I/F) 1700.

The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400, and controls each component. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started, and programs that depend on the hardware of the computer 1000, etc.

HDD 1400 stores programs executed by CPU 1100 and data used by such programs. Communication interface 1500 receives data from other devices via communication network 500 (corresponding to network N in the embodiment) and sends it to CPU 1100, and also transmits data generated by CPU 1100 to other devices via communication network 500.

The CPU 1100 controls output devices such as a display and a printer, and input devices such as a keyboard and a mouse, via the input/output interface 1600. The CPU 1100 acquires data from the input devices via the input/output interface 1600. The CPU 1100 also outputs data generated via the input/output interface 1600 to the output devices.

The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads the program from the recording medium 1800 onto the RAM 1200 via the media interface 1700 and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or a PD (Phase change rewritable Disc), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory.

For example, when the computer 1000 functions as the generating device 100, the CPU 1100 of the computer 1000 executes a program loaded onto the RAM 1200 to realize the functions of the control unit 130. In addition, the HDD 1400 stores each piece of data in the storage device of the generating device 100. The CPU 1100 of the computer 1000 reads and executes these programs from the recording medium 1800, but as another example, these programs may be obtained from another device via a specified communication network.

[8. Other]
Although some of the embodiments of the present application have been described in detail above with reference to the drawings, these are merely examples, and the present invention can be embodied in other forms that incorporate various modifications and improvements based on the knowledge of those skilled in the art, including the forms described in the Disclosure of the Invention section.

The configuration of the generating device 100 described above can be flexibly changed, for example, by calling an external platform, etc., using an API (Application Programming Interface) or network computing, depending on the function.

In addition, the word "unit" in the claims can be read as "means" or "circuit." For example, an acquisition unit can be read as an acquisition means or an acquisition circuit.

REFERENCE SIGNS LIST 10 User terminal 20 Advertiser terminal 100 Generation device 110 Communication unit 120 Storage unit 121 Position information storage unit 122 User information storage unit 130 Control unit 131 Acquisition unit 132 Estimation unit 133 Identification unit 134 Generation unit

Claims (13)

an estimation unit that estimates a contact state of each user with respect to a predetermined contact object after the predetermined contact object is provided;
a generation unit that generates information indicating the influence of the predetermined contact target on each user by using information of a plurality of user groups each having a different contact mode,
The estimation unit is
Estimating whether or not the predetermined contact object has been contacted;
The generation unit is
A generation device characterized by identifying a contact group, which is a group of users who have come into contact with the specified contact target, identifying commonalities among users belonging to the contact group, identifying a group of users who have the commonalities but do not belong to the contact group as a comparison group, and generating information indicating the influence using information of the contact group and information of the user group. An acquisition unit for acquiring location information of the user,
The estimation unit is
The generating device according to claim 1 , further comprising: a generation unit configured to estimate a contact manner of each user with respect to the predetermined contact object based on position information of each user. The estimation unit is
Estimating a contact state of each user with respect to a predetermined advertisement as the predetermined contact target;
The generation unit is
The generating device according to claim 1 or 2, further comprising: generating information indicating an advertising effectiveness of the advertisement using information on a plurality of user groups having different contact patterns with the advertisement. The generation unit is
The generating device according to any one of claims 1 to 3, characterized in that for multiple user groups having different contact targets, information indicating the number of users belonging to each user group is generated as information indicating the influence. The generation unit is
The generating device according to any one of claims 1 to 4, characterized in that a group of users whose behavior is similar to that of the users belonging to the contact group is specified as a comparison group. The generation unit is
The generation device according to claim 5 , further comprising: identifying the contact group and the comparison group from users who visited a location where the specified contact object is installed. The generation unit is
The generation device according to any one of claims 1 to 6, characterized in that, among users traveling by a common means of transportation, users who come into contact with the specified contact object while traveling are identified as a contact group, and users who do not come into contact with the specified contact object while traveling are identified as a comparison group. The generation unit is
The generating device according to any one of claims 1 to 7, characterized in that a group of users having attributes similar to those of the users belonging to the contact group is specified as a comparison group. a determination unit that determines whether or not each user has performed a predetermined action related to the predetermined contact target,
The generation unit is
A generation device as described in any one of claims 1 to 8, characterized in that the information indicating the influence is generated using information of users belonging to each user group who have performed the specified behavior and information of users who have not performed the specified behavior. The estimation unit is
As the contact manner, a date and time when the predetermined contact object was contacted is estimated;
The generation unit is
The generating device according to any one of claims 1 to 9, further comprising: generating information indicating a group of a plurality of users who have contacted the predetermined contact object at different dates and times. The estimation unit is
The generating device according to any one of claims 1 to 10, characterized in that a contact manner of each user with respect to a predetermined moving object as the predetermined contact object is estimated. A generation method executed by a generation device, comprising:
an estimation step of estimating a contact state of each user with respect to a predetermined contact object after the predetermined contact object is provided;
and a generating step of generating information indicating the influence of the predetermined contact target on each user by using information of a plurality of user groups each having a different contact mode,
The estimation step includes:
Estimating whether or not the predetermined contact object has been contacted;
The generating step includes:
A method for generating information indicating influence, comprising: identifying a contact group, which is a group of users who have come into contact with the specified contact target; identifying commonalities among users belonging to the contact group; identifying a group of users having the commonalities but who do not belong to the contact group as a comparison group; and generating information indicating influence using information from the contact group and information from the user group. an estimation step of estimating a contact state of each user with respect to a predetermined contact target after the predetermined contact target is provided;
a generating step of generating information indicating the influence of the predetermined contact target on each user by using information of a plurality of user groups each having a different contact mode;
The estimation procedure comprises:
Estimating whether or not the predetermined contact object has been contacted;
The generating procedure includes:
A generation program characterized by: identifying a contact group, which is a group of users who have come into contact with the specified contact object; identifying commonalities among users belonging to the contact group; identifying a group of users having the commonalities but who do not belong to the contact group as a comparison group; and generating information indicating the influence using information about the contact group and information about the user group.

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