JP7575294B2 - Contact analysis system, contact analysis method and program - Google Patents

Description

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

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

Patent No. 6383838

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

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

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

A contact analysis system according to a first aspect of the present invention is a contact analysis system that analyzes contact between a user and an object, comprising:
a user location information acquisition unit that acquires user scan information, which is scan information indicating that a near-field communication device accessible by a user terminal carried by the user has been detected, as user location information;
an object position information storage unit that stores object scan information, which is scan information that detects a short-range communication device that can be accessed at the installation position of the object, as object position information;
a contact determination unit that determines whether or not the user has contacted the object based on the user position information acquired by the user position information acquisition unit and the object position information stored in the object position information storage unit,
At the installation position of the object, some or all of the multiple short-range communication devices accessible by the user terminal are short-range communication devices whose radio wave intensity is changeable,
The contact determination unit first determines whether the user has come into contact with the object based on a match between the user position information acquired by the user position information acquisition unit and the object position information stored in the object position information storage unit, and if there is no match, determines that the user has come into contact with the object when the radio wave intensity of the user terminal's short-range communication device, whose radio wave intensity is variable, changes and the regularity of the change matches the regularity of the object stored in the object position information storage unit .

According to the contact analysis system of the first invention, in underground, indoor spaces, stores, etc., object GPS information cannot be obtained, or even if it can be obtained, user GPS information cannot be obtained, making contact determination impossible. However, contact determination using object scan information is effective. However, short-range communication devices such as Wi-Fi, which are the scan information, change due to their installation or removal, and the radio wave strength can also change due to the installation or removal of obstructions. However, by actively changing the radio wave strength of some or all of the short-range communication devices accessible by the user terminal as short-range communication devices whose radio wave strength can be changed, and by determining that the user has come into contact with the object when the user terminal detects a change in the radio wave strength of the short-range communication device whose radio wave strength can be changed, contact determination can be reliably performed even when the scan information has changed.

In this way, the contact analysis system of the first invention makes it possible to reliably and easily determine contact with an object.

A contact analysis system according to a second aspect of the present invention is a contact analysis system according to the first aspect of the present invention,
The present invention is characterized in that the target is a short-range communication device whose radio wave intensity can be changed at the installation position of the target.

According to the contact analysis system of the second invention, by treating a short-range communication device with variable radio wave strength as the target object itself, it is possible to reliably determine that contact has occurred when the user terminal detects a change in radio wave strength from the target object.

In this way, the contact analysis system of the second invention makes it possible to more reliably and easily determine contact with an object.

A contact analysis system according to a third aspect of the present invention is the contact analysis system according to the first or second aspect of the present invention,
The object is an advertising medium.

The contact analysis system of the third invention is advantageous in that, when the target object is an advertising medium, it is possible to reliably and easily determine contact between the advertising medium and the user without the need for a questionnaire survey or the like.

In this way, the contact analysis system of the third invention makes it possible to reliably and easily determine contact with advertising media.

A contact analysis method of a fourth aspect of the present invention is a contact analysis method for analyzing contact between the user and the object as a process in the contact analysis system of any one of the first to third aspects of the present invention , comprising:
a user location information acquisition step of acquiring user scan information, which is scan information indicating that a user terminal carried by the user has detected an accessible short-range communication device, as user location information;
a contact determination step of determining whether or not the user has contacted the object by referring to an object position information storage unit that stores object scan information, which is scan information that detects a near-field communication device that can be accessed at the installation position of the object, as object position information from the user position information acquired by the user position information acquisition step;
When some or all of the multiple short-range communication devices accessible to the user terminal at the installation location of the object are short-range communication devices whose radio wave strength is changeable, the contact determination process first determines whether the user has come into contact with the object based on a match between the user position information acquired by the user position information acquisition process and the object position information stored in the object position information storage unit, and if there is no match, the user terminal determines that the user has come into contact with the object when the radio wave strength of the short-range communication device whose radio wave strength is changeable changes and the regularity of the change matches the regularity of the object stored in the object position information storage unit .

According to the contact analysis method of the fourth invention, in underground, indoor spaces, stores, etc., object GPS information cannot be obtained, or even if it can be obtained, user GPS information cannot be obtained, making contact determination impossible. However, contact determination using object scan information is effective. However, short-range communication devices such as Wi-Fi, which are the scan information, change due to their installation or removal, and the radio wave strength can also change due to the installation or removal of obstructions. However, by actively changing the radio wave strength of some or all of the short-range communication devices accessible by the user terminal as short-range communication devices whose radio wave strength can be changed, and by determining that the user has come into contact with the object when the user terminal detects a change in the radio wave strength of the short-range communication device whose radio wave strength can be changed, contact determination can be reliably performed even when the scan information has changed.

In this way, the contact analysis method of the fourth invention makes it possible to reliably and easily determine contact with an object.

A program according to a fifth aspect of the present invention is a program for analyzing contact between a user and an object,
On the computer,
acquiring user scan information, which is scan information indicating that a user terminal carried by the user has detected an accessible short-range communication device, as user position information;
determining whether the user has come into contact with the object by referring to an object position information storage unit that stores object scan information, which is scan information that detects a near-field communication device that can be accessed at the installation position of the object, as object position information from the acquired user position information;
When some or all of the multiple short-range communication devices accessible to the user terminal at the installation location of the object are short-range communication devices whose radio wave strength is changeable, the method first determines whether the user has come into contact with the object based on a match between the acquired user position information and the object position information stored in the object position information storage unit, and if there is no match, the user terminal determines that the user has come into contact with the object when the radio wave strength of the short-range communication device whose radio wave strength is changeable changes and the regularity of the change matches the regularity of the object stored in the object position information storage unit .

According to the program of the fifth invention, in underground, indoor spaces, stores, etc., object GPS information cannot be obtained, or even if it can be obtained, user GPS information cannot be obtained, making contact determination impossible. However, contact determination using object scan information is effective. However, short-range communication devices such as Wi-Fi, which are the scan information, change due to their installation or removal, and the radio wave strength can also change due to the installation or removal of obstructions. However, by actively changing the radio wave strength of some or all of the short-range communication devices accessible by the user terminal as short-range communication devices with changeable radio wave strength, and by determining that the user has come into contact with the object when the user terminal detects a change in the radio wave strength of the short-range communication device with changeable radio wave strength, contact determination can be reliably performed even when the scan information has changed.

In this way, the program of the fifth invention makes it possible to reliably and easily determine contact with an object.

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

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

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

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

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

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

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

The main server 100 includes an object position information storage unit 110, a user information storage unit 120, a determination result storage unit 130, a user position information acquisition unit 140, a contact determination unit 150, an index calculation unit 160, and an attribute identification unit 170.

The object position information storage unit 110 is a database that stores the position information of an object 3 that is the subject of contact determination, such as an advertising medium.

The location information of the object 3 includes object scan information that detects accessible short-range communication devices at the installation position of the object 3 and within a certain range of the object 3 (if the object 3 is an advertising medium, it can be seen, and is roughly a range of a radius of 10 to 15 m from the object 3; in Figure 1, the space on the imaginary circle X), as well as object GPS information (latitude and longitude information) of the object 3 if such information can be obtained.

In addition, in this embodiment, as described below, a short-range communication device is installed on the target 3 itself, and the radio wave intensity of the short-range communication device, which is the target 3, is changed to form the radio wave intensity that serves as the reference for contact determination. The change in radio wave intensity has a regularity that is linked to time, for example, and such regularity is also stored and maintained in the target position information storage unit 110 via the target management server 300 as target position information.

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

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

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

The location information of the object 3 is recorded with the update date and time so that the freshness of the information is clear. The contents of the object 3 (for example, the display contents on the display in the case of digital signage) may also be linked to time and stored in the object location information storage unit 110, or the contents of the object 3 may be referenced from the object management server 300 as necessary without being stored in the object location information storage unit 110.

The judgment result storage unit 130 is a database that stores the results of the contact judgment between the user 2 and the object 3 by the contact judgment unit 150.

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

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

The contact determination unit 150 determines whether or not the user 2 has contacted the object 3 based on the user position information acquired by the user position information acquisition unit 140 and the object position information stored in the object position information storage unit 110.

Details of the contact determination process performed by the contact determination unit 150 will be described later.

The index calculation unit 160 calculates the basic index and the extended index for the object 3 based on the multiple judgment results stored in the judgment result storage unit 130.

For example, the index calculation unit 160 calculates, as basic indexes, some or all of the number of contacts, the number of contacts, and the average contact time with a specific object 3 based on the judgment result of contact between multiple users 2 and the specific object 3.

In addition, as a first extended index, the index calculation unit 160 calculates the daily average contact rate, reach, frequency, GRP, and some or all of the estimated number of users when multiple users 2 are used as a sample and the multiple users 2 are expanded to a desired population using estimation logic.

Furthermore, the index calculation unit 160 generates index items of other index data by data fusion with other index data using multiple users 2 as samples as a second extended index, and calculates the index of the index items.

Details of the index calculation process performed by the index calculation unit 160 will be described later.

The attribute identification unit 170 refers to the user information storage unit 120 to identify the basic attributes and extended attributes of the user 2 who performed the contact determination.

For example, the attribute identification unit 170 refers to the user information storage unit 120 and identifies some or all of the user's gender, date of birth, and place of residence as basic attributes of the contacted (or not contacted) user 2.

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

In addition, the attribute identification unit 170 generates analysis items that the other attribute data has by fusing the basic attributes of user 2 with other attribute data (data that has already been acquired in advance) as the first extended attribute, and assigns the attributes of the analysis items.

Furthermore, the attribute identification unit 170 generates an attribute item related to the user's movement history from the movement history as a second extended attribute, and assigns the attribute of the attribute item.

Details of the attribute identification process performed by the attribute identification unit 170 will be described later.

The above is the configuration of the contact analysis system 1 of this embodiment. In the above configuration, each of the processing units 110 to 170 of the main server 100 (corresponding to the computer of the present invention) is composed of hardware such as a CPU (Central Processing Unit), ROM (Read Only memory), and RAM (Random Access Memory), and stores and holds in memory (not shown) programs that execute the various processes described below, and functions as a calculation device (sequencer) for executing various processes by executing the programs.

In addition, some or all of the processing units 110 to 170 that make up the main server 100 may be configured by other servers (external servers), and the contact analysis system 1 may be realized by distributed processing.

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

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

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

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

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

It is desirable to update the object location information by adding the update date and time together with the location information. This makes it possible to combine the freshness of the location information with the contact determination described below.

In this embodiment, in order to respond to changes in scan information due to the installation or removal of a short-range communication device such as Wi-Fi, a short-range communication device is installed on the target 3 itself. This changes the radio wave intensity of the short-range communication device, which is the target 3, to form a radio wave intensity that serves as a reference for contact determination, thereby improving the accuracy of contact determination, which will be described later.

Here, the change in radio wave intensity has a regularity, for example linked to time, and such regularity is stored and held in the object management server 300 as object position information, and is also stored and held in the object position information storage unit 110 of the main server 100 by transmitting object update information, which will be described later.

In addition, instead of installing a short-range communication device on the object 3 itself, some or all of the short-range communication devices around the object 3 may be treated as controlled devices capable of changing the radio wave intensity, and the radio wave intensity of such controlled devices may be changed. In this case, too, the change in radio wave intensity of each of the short-range communication devices that changes the radio wave intensity has an individual regularity, for example, linked to time, and such individual regularity is stored and held in the object management server 300 as object position information, and is also stored and held in the object position information storage unit 110 of the main server 100 by transmitting object update information, which will be described later.

The object management server 300 also periodically acquires information about the contents of the object, etc., and updates the object information managed by the object management server 300 (Figure 2/STEP 311).

It is desirable to update the object information by adding the update date and time together with the content information. This makes it possible to combine the freshness of the content information with the contact determination described below.

Then, periodically or at least when the object location information is updated, the object management server 300 transmits the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3, and the updated object location information (object information, if necessary) to the main server 100 via the network NW (FIG. 2/STEP 312).

The main server 100, which has received the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3, and the update information, updates the object position information stored in the object position information storage unit 110 (object information if object information such as the contents of the object is also stored) (FIG. 2/STEP 110). For example, the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3, and the updated object position information (such as object scan information with a fixed update date and time) are stored in the object position information storage unit 110.

The above is the process of updating the position information of the object 3 stored in the object position information storage unit 110.

Next, we will explain the process of determining contact between the user 2 and the object 3.

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

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

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

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

Here, the contact determination unit 150 uses the acquired user position information, the object position information stored in the object position information storage unit 110, and the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3, to determine whether the user 2 has come into contact with the object 3 by combining (A) a method based on a match (degree of match) with the object position information and (B) a method based on detection of the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3.

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

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

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

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

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

On the other hand, if the threshold is relaxed, the accuracy of the contact determination decreases and the number of contacts increases. Therefore, if the threshold is relaxed, the determination target range, which is a certain range of the object 3, is essentially changed from virtual circle X to virtual circle Z, and the same effect can be obtained as if the contact determination was performed based on the space on virtual circle Z.

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

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

On the other hand, if (A) there is no match (including a match based on likelihood) between the user scan information and the object scan information, the contact determination unit 150 (B) determines whether the user 2 has come into contact with the object 3 by detecting the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3.

Specifically, the user scan information includes a short-range communication device which is the object 3, and when the radio wave intensity of the short-range communication device which is the object 3 changes as the user scan information changes over time and the regularity of the change matches the regularity of the object 3 stored in the object position information storage unit 110, it is determined that the user 2 has come into contact with the object 3.

As a result, in this combination, (A) even if it is temporarily determined that the user scan information does not match the object scan information (including a match based on likelihood) due to, for example, switching the short-range communication device, (B) if a regularity in the change in radio wave intensity of the short-range communication device, which is the object 3, can be detected, it can be reliably determined that the user 2 has come into contact with the object 3.

In addition, the contact determination unit 150 calculates the amount of contact time in addition to the contact determination.

Specifically, (A) in the case of contact determination based on a match between user scan information and object scan information (including a match based on likelihood), a contact time amount is calculated, which is the stay time in a determination target range (space on virtual circle X) that is a certain range of object 3. The contact time amount is primarily the time during which user scan information continues to match object scan information in the determination target range (space on virtual circle X) (including the case where the likelihood indicating the degree of match is within a threshold range), but even if the user enters and leaves the determination target range (space on virtual circle X) during a certain period of time, the time during which the match continues (including the case where the likelihood indicating the degree of match is within a threshold range) may also be the contact time amount.

On the other hand, when the contact determination unit 150 (B) performs contact determination based on a change in radio wave intensity of the short-range communication device, which is the target object 3, it calculates the amount of contact time as the time during which the change in radio wave intensity is continuously detected.

Furthermore, the contact determination unit 150 may take into account the installation period of the object 3 (or the advertisement period if the object is an advertising medium) in the contact determination process and the contact time amount calculation process.

Specifically, when the contact determination unit 150 determines that contact has occurred based on the user position information and the object position information as described above in the contact determination, it may further determine that contact has occurred if the contact time specified by the timestamp attached to the user position information overlaps with the installation period (advertising period) of the object 3 managed by the object management server 300, or may determine that no contact has occurred if the contact time does not overlap with the installation period (advertising period) of the object 3.

In addition, the contact determination unit 150 may calculate the amount of contact time from the contact time (from the contact start time to the contact end time) and the installation period (advertising period) of the object 3. That is, if the entire contact time (from the contact start time to the contact end time) is during the installation period (advertising period) of the object 3, the contact time may be regarded as the amount of contact time, whereas if the installation period (advertising period) of the object 3 ends during the contact time (from the contact start time to the contact end time), the time from the contact start time to the end of the installation period (advertising period) may be regarded as the amount of contact time.

The contact determination unit 150 may also perform contact determination processing and contact time amount calculation processing for each content of the object 3 (for example, the content displayed on the display in the case of digital signage).

In this embodiment, the contact determination unit 150 performs contact determination based on the user scan information and the object scan information. However, this is not limited to this, and contact determination may be performed based on the user GPS information and the object GPS information instead of or in addition to the user scan information and the object scan information.

For example, when making a contact determination based on user GPS information and object GPS information instead of user scan information and object scan information, for example, when outdoors where GPS information can be obtained, contact is determined to have occurred when the user GPS information (latitude and longitude) is within a certain range of the object (GPS information (latitude and longitude) within a certain range of the object).

In addition, in cases where contact determination is made based on user GPS information and object GPS information in addition to user scan information and object scan information, for example, the determination accuracy based on scan information and the determination accuracy based on GPS information are compared, and the one with the higher determination accuracy is selected to make the contact determination.

The above is the details of the contact determination by the contact determination unit 150, and the result of this determination (whether or not there is contact, and if there is contact, the amount of time of contact) is stored in the determination result storage unit 130 (Figure 2/STEP 155).

Next, the index calculation process (FIG. 2/STEP 160) performed by the index calculation unit 160 will be described. Note that although the index calculation process is shown in the flowchart of FIG. 2, it can be executed at any timing.

The index calculation unit 160 calculates the basic index and the extended index based on the judgment results stored in the judgment result storage unit 130.

Specifically, the index calculation unit 160 extracts only the judgment results of a specific object 3 from the judgment results stored in the judgment result storage unit 130, and calculates some or all of the number of contacts, the number of contacts, and the average contact time during a specified period as basic indicators for that specific object 3.

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

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

Furthermore, the index calculation unit 160 uses the users who were judged and stored in the judgment result storage unit 130 as a sample and calculates an extended basic index by expanding the sample to, for example, all residents of Tokyo and three prefectures using estimation logic.

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

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

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

Furthermore, the index calculation unit 160 uses the user who was the subject of the judgment stored in the judgment result storage unit 130 as a sample as a second extended index, and generates index items of the other index data by data fusion with other index data, and calculates the index of the index items.

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

The above is the details of the index calculation process (Figure 2/STEP 160) by the index calculation unit 160.

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

The attribute identification unit 170 refers to the user information storage unit 120 to identify the basic attributes and extended attributes of the user 2 who performed the contact determination.

Specifically, the attribute identification unit 170 refers to the user information storage unit 120 and identifies some or all of the user's gender, date of birth, and place of residence as basic attributes (sample profile) of User 2.

Furthermore, the attribute identification unit 170 generates an analysis item that the other attribute data has by fusing the basic attribute with other attribute data (data that has already been acquired) as the first extended attribute, and assigns the attributes of the analysis item.

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

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

In addition, the attribute identification unit 170 creates a movement history from the location information of the user 2 as a second extended attribute, generates an attribute item based on the movement history, and assigns the attribute of the attribute item.

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

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

In this embodiment, the attribute identification unit 170 creates a movement history based on the location information of user 2 (user scan information and/or user GPS information), but this is not limited to this. The location information and movement history of user 2 may be obtained separately from an external server, and attribute items may be generated and assigned based on the information from the external server.

The above is the details of the attribute identification process (Figure 2/STEP 170) by the attribute identification unit 170.

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

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

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

In this embodiment, (A) when there is no match (including match based on likelihood) between the user scan information and the object scan information, (B) contact determination is performed by detecting the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3. However, the combination of (A) contact determination based on a match (including match based on likelihood) between the user scan information and the object scan information and (B) contact determination by detecting the regularity of the change in radio wave intensity of the short-range communication device, which is the object 3, is not limited to this.

For example, (A) in determining contact based on a likelihood match between user scan information and object scan information, the likelihood threshold may be loosened (the range of match may be widened), and (B) contact may be determined when regularity in the change in radio wave intensity of the object 3, which is a short-range communication device, can be detected.

In addition, (A) contact determination based on a match (including a match based on likelihood) between user scan information and object scan information may be omitted, and (B) contact determination may be performed only by detecting the regularity of changes in radio wave intensity of the short-range communication device, which is the object 3. This can significantly simplify the system and device configuration.

In this embodiment, in order to ensure the reliability of detection, the radio wave strength of the short-range communication device, which is the target object 3, is changed, and contact is determined to have occurred if the change is detected. However, it is also possible to omit the change in radio wave strength and determine that contact has occurred if the radio waves of the short-range communication device, which is the target object 3, are detected.

1...contact analysis system, 2...user, 3...target (advertising medium), 100...main server, 110...target position information storage unit, 120...user information storage unit, 130...judgment result storage unit, 140...user position information acquisition unit, 150...contact judgment unit, 160...index calculation unit, 170...attribute identification unit, NW...network. X, Y, Z...judgment target range.

Claims (5)

A contact analysis system for analyzing contact between a user and an object, comprising:
a user location information acquisition unit that acquires user scan information, which is scan information indicating that a near-field communication device accessible by a user terminal carried by the user has been detected, as user location information;
an object position information storage unit that stores object scan information, which is scan information that detects a short-range communication device that can be accessed at the installation position of the object, as object position information;
a contact determination unit that determines whether or not the user has contacted the object based on the user position information acquired by the user position information acquisition unit and the object position information stored in the object position information storage unit,
At the installation position of the object, some or all of the multiple short-range communication devices accessible by the user terminal are short-range communication devices whose radio wave intensity is changeable,
The contact determination unit first determines whether the user has contacted the object based on a match between the user position information acquired by the user position information acquisition unit and the object position information stored in the object position information storage unit, and if there is no match, determines that the user has contacted the object if the radio wave strength of the user terminal of the short-range communication device, whose radio wave strength is variable, changes and the regularity of the change matches the regularity of the object stored in the object position information storage unit . 2. The contact analysis system according to claim 1,
A contact analysis system, characterized in that the object is a short-range communication device whose radio wave strength can be changed at the installation position of the object. 3. The contact analysis system according to claim 1,
A contact analysis system, characterized in that the object is an advertising medium. 4. A contact analysis method for analyzing contact between the user and the object as processing in the contact analysis system according to claim 1, comprising :
a user location information acquisition step of acquiring user scan information, which is scan information indicating that a short-range communication device accessible by a user terminal carried by the user has been detected, as user location information;
a contact determination step of determining whether or not the user has contacted the object by referring to an object position information storage unit that stores object scan information, which is scan information that detects a near-field communication device that can be accessed at the installation position of the object, as object position information from the user position information acquired by the user position information acquisition step;
A contact analysis method characterized in that, when some or all of a plurality of short-range communication devices accessible to the user terminal at the installation location of the object are short-range communication devices whose radio wave strength can be changed, the contact determination step first determines whether the user has contacted the object based on a match between the user position information acquired by the user position information acquisition step and the object position information stored in the object position information storage unit, and if there is no match, the user terminal determines that the user has contacted the object if the radio wave strength of the short-range communication device whose radio wave strength can be changed changes and the regularity of the change matches the regularity of the object stored in the object position information storage unit . A program for analyzing contact between a user and an object,
On the computer,
acquiring user scan information, which is scan information indicating that a user terminal carried by the user has detected an accessible short-range communication device, as user position information;
determining whether the user has come into contact with the object by referring to an object position information storage unit that stores object scan information, which is scan information that detects a near-field communication device that can be accessed at the installation position of the object, as object position information from the acquired user position information;
When some or all of a plurality of short-range communication devices accessible to the user terminal at the installation location of the object are short-range communication devices whose radio wave strength can be changed, the program first determines whether the user has come into contact with the object based on a match between the acquired user position information and the object position information stored in the object position information storage unit, and if there is no match, the user terminal determines that the user has come into contact with the object when the radio wave strength of the short-range communication device whose radio wave strength can be changed changes and the regularity of the change matches the regularity of the object stored in the object position information storage unit .

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