HK1214391B - Marketing system and marketing method - Google Patents

Description

Marketing system and marketing method

Technical Field

The invention relates to a marketing system and a marketing method.

Background

Conventionally, there are various techniques for promoting a marketing activity such as the preparation of a commodity by investigating what kind of walking route a customer goes to which shop to purchase what products. For example, japanese patent application laid-open nos. 2002-.

[ Prior art documents ]

[ patent document ]

[ patent document 1] Japanese patent application laid-open No. 2002-41758

[ patent document 2] Japanese patent application laid-open No. 2005-148289

[ patent document 3] Japanese patent application laid-open No. 2007-293451

[ patent document 4] Japanese patent application laid-open No. 2006-309280

[ patent document 5] JP-A No. 2005-165446

[ patent document 6] Japanese patent application laid-open No. 2011-

[ patent document 7] Japanese unexamined patent publication No. 2012 and 226774

[ patent document 8] Japanese patent application laid-open No. 2013-

Disclosure of Invention

[ problems to be solved by the invention ]

Although the conventional marketing system acquires the position information of the terminal device by using the GPS function provided in advance in the terminal device, the system has the following problems: when accurate position information of a terminal device is measured, it takes several tens of seconds to perform GPS communication, and position information and the like cannot be acquired in buildings and shops. Further, other marketing systems have problems such as short communication distance of the wirelessly communicable mark, need of a plurality of marks, and high cost.

Meanwhile, in recent years, while terminal devices such as smartphones have become widespread, wireless devices that can easily perform short-range wireless communication with the terminal devices by wireless signals have been available at low cost. By using the wireless device, there is a possibility that an existing marketing system may be constructed.

The present invention has been made to solve the above-described problems, and an object of the present invention is to provide a marketing system and a marketing method that can specifically analyze user attribute information including user preference from action histories of a user.

[ means for solving the problems ]

The inventor of the present invention has studied out a new marketing system and a marketing method according to the present invention through repeated intensive studies. That is, the marketing system according to the present invention includes a first communication unit, a second communication unit, a transmission unit, a collection unit, a calculation unit, an estimation unit, and an analysis unit. The first communication unit is provided in a user terminal owned by a user, and periodically transmits a radio wave including a terminal ID of the user terminal, the radio wave being a short-range radio wave. The second communication unit is provided in a Wi-Fi sensor installed in a predetermined area, and receives the near-field communication radio wave transmitted from a user terminal of a user who enters the area. The transmitting unit is provided to the Wi-Fi sensor, and transmits, to a server via a network, communication information including a terminal ID of the user terminal, a device ID of the Wi-Fi sensor, and a radio wave intensity classified into a plurality of classes as proximity according to a distance between the user terminal and the Wi-Fi sensor, if near-field radio wave communication is performed between the user terminal and the Wi-Fi sensor. The collecting unit is provided in the server, and collects a time-series change in radio wave intensity of the terminal ID of the communication information with respect to the device ID of the communication information if the communication information is received. The calculation unit is provided in the server, virtually draws a circle or a ring having a radius corresponding to a distance corresponding to the radio wave intensity around a Wi-Fi sensor of the device ID based on the collected radio wave intensity of the terminal ID for the device ID, calculates position information on the circle or the ring as a part of a movement line of a user, and calculates a retention time retained in the part of the movement line based on a temporal change in the radio wave intensity. The estimation unit is provided in the server, and estimates action information actually taken by the user in the area of the Wi-Fi sensor of the device ID, based on the calculated part of the user's action line and the residence time. The analysis unit is provided in the server, and analyzes user attribute information including a preference of the user, based on the estimated action information of the user and setting attribute information indicating a setting attribute of the Wi-Fi sensor, which is set in advance in the device ID. The Wi-Fi sensor can be replaced by a Beacon terminal. In this case, the first communication unit is provided in a user terminal owned by the user and receives radio waves. The second communication unit is provided in a Beacon terminal installed in a predetermined area and periodically transmits a radio wave including a device ID of the Beacon terminal. The transmitting unit is provided in the user terminal.

In addition, the invention can also provide a marketing method. That is, the marketing method according to the present invention includes a first communication step, a second communication step, a transmission step, a collection step, a calculation step, an estimation step, and an analysis step. The first communication step periodically transmits, in a user terminal owned by a user, an electric wave including a terminal ID of the user terminal, the electric wave being a short-range wireless communication electric wave. The second communication step is to receive, at a Wi-Fi sensor installed in a predetermined area, the short-range radio wave transmitted from a user terminal of a user who enters the area. A transmission step of transmitting, in the Wi-Fi sensor, communication information including a terminal ID of the user terminal, a device ID of the Wi-Fi sensor, and electric wave strengths classified into a plurality of classes as proximity according to a distance between the user terminal and the Wi-Fi sensor, to a server through a network if near-range radio wave communication is performed between the user terminal and the Wi-Fi sensor. The collecting step collects, in the server, a time-series change in radio wave intensity of the terminal ID of the communication information with respect to the device ID of the communication information if the communication information is received. The calculation step is that the server virtually draws a circle or a ring having a radius corresponding to a distance corresponding to the radio wave intensity around a Wi-Fi sensor of the device ID based on the collected radio wave intensity of the terminal ID for the device ID, calculates position information on the circle or the ring as a part of a movement line of the user, and calculates a staying time that stays on the part of the movement line based on a temporal change in the radio wave intensity. The estimating step estimates, in the server, action information actually taken by the user in an area of the Wi-Fi sensor of the device ID, based on the calculated part of the user's action line and the residence time. The analyzing step analyzes, in the server, user attribute information including a preference of the user based on the estimated action information of the user and setting attribute information indicating a setting attribute of the Wi-Fi sensor which is set in advance in the device ID. As above, the Wi-Fi sensor can be replaced with a Beacon terminal. In this case, the first communication step receives an electric wave in a user terminal owned by the user. The second communication step periodically transmits a radio wave including the device ID of the Beacon terminal to the Beacon terminal installed in a predetermined area. The transmitting step is performed in the user terminal.

According to the present invention, user attribute information including user preference can be specifically analyzed from the action histories of the user.

Drawings

Fig. 1 is a schematic diagram showing an example of a marketing system according to the present invention.

Fig. 2 is a functional block diagram of a marketing system according to the present invention.

Fig. 3 is a flowchart for illustrating an execution sequence of the marketing method according to the present invention.

Fig. 4 is a diagram (fig. 4A) showing an example of a positional relationship between the digital signage and the wireless device according to the present invention and the user terminal, and a diagram (fig. 4B) showing an example of the first communication information table according to the present invention.

Fig. 5 is a diagram (fig. 5A) showing an example of the distance relationship between the distance table and the user terminal and the radio device according to the present invention, and a diagram (fig. 5B) showing an example of calculating the user's line of action and the staying time in the first communication information table.

Fig. 6 is a diagram (fig. 6A) showing an example of the first action information table according to the present invention and a diagram (fig. 6B) showing an example of the first and second user attribute information tables according to the present invention.

Fig. 7 is a diagram (fig. 7A) showing an example of the first related information table according to the present invention, and a diagram (fig. 7B) showing an example of display switching of the digital signage according to the present invention and an example of display of notification information of the user terminal.

Fig. 8 is a diagram (fig. 8A) showing a first application example of the marketing system according to the present invention and a diagram (fig. 8B) showing a second application example of the marketing system according to the present invention.

Fig. 9 is a diagram (fig. 9A) showing an example of the positional relationship between the wireless device and the user terminal in the sales space according to the present invention, and a diagram (fig. 9B) showing an example of calculating the user's action line and the staying time in the second communication information table.

Fig. 10 is a diagram (fig. 10A) showing an example of the second action information table according to the present invention and a diagram (fig. 10B) showing an example of the third user attribute information table according to the present invention.

Fig. 11 is a diagram (fig. 11A) showing an example of the second related information table according to the present invention and a diagram (fig. 11B) showing an example of the notification information of the user terminal according to the present invention.

Fig. 12 is a diagram showing an example of calculating a part of a user's action line from communication information of a plurality of different wireless devices.

Fig. 13 is a diagram showing an example of a case where the marketing system according to the present invention guides a user to a store.

Fig. 14 is a diagram showing an example of a circular game shop table according to the present invention.

Fig. 15 is a diagram showing an example of analyzing an action pattern of a wide range of users by combining the marketing system and another method according to the present invention.

Fig. 16 is a diagram showing an example of generating an action pattern table by combining a radio communication table and a posting table according to the present invention.

Fig. 17 is a diagram showing an example of an action pattern of one user, an action pattern of a plurality of users having general user attribute information, and an action pattern of a plurality of users having special user attribute information.

[ notation ] to show

1 marketing system

10 user terminal

11 radio equipment

12 network

13 server

201 first communication unit

202 second communication section

203 transmitting part

204 collection part

205 calculation unit

206 estimating unit

207 analysis part

208 notification unit

209 image display unit

210 display part

Detailed Description

Embodiments of the present invention will be described below in order to understand the present invention with reference to the accompanying drawings. The following embodiments are merely examples embodying the present invention, and are not intended to limit the technical scope of the present invention.

As shown in fig. 1, a marketing system 1 according to the present invention is basically configured by a user terminal 10 owned by a user, a plurality of wireless devices 11 provided in advance for each area, and a server 13 communicable with the user terminal 10 or the wireless devices 11 via a network 12.

The user terminal 10 is a mobile terminal such as a communication terminal of a mobile phone, a portable terminal device (smartphone) with a touch panel, a tablet terminal, or a small-sized notebook computer, and includes a display unit (output unit) for displaying a screen and a receiving unit (input unit) for receiving an input of a predetermined instruction by a user operation. When the user terminal 10 is compliant with the wireless LAN, a first communication unit capable of performing short-range wireless communication with the wireless device 11 is provided in advance in the user terminal 10. If the user terminal 10 is a smartphone, a tablet terminal, the touch screen may double as the display section and the acceptance section. In addition, the user terminal 10 will be described below as a portable terminal device.

The wireless device 11 further includes a second communication unit capable of performing short-range wireless communication with the user terminal 10. Here, the short-range wireless communication means that data is received and transmitted by a wireless device in a range of several tens of centimeters to one hundred and several tens of meters using radio waves of a wireless signal, and the short-range wireless communication between the user terminal 10 and the wireless device 11 means that the user terminal 10 is in the vicinity of the wireless device 11. In addition, the above-described electric wave reception range may be appropriately changed according to the specifications and performance of the user terminal 10 and the wireless device 11.

Here, the communication form of the short-range wireless communication between the user terminal 10 and the wireless device 11 differs depending on the type of the wireless device 11. For example, as shown in fig. 1, when the wireless device 11 is a Wi-Fi sensor that receives radio waves, the first communication unit of the user terminal 10 periodically transmits radio waves for searching for a relay device (access point) for wireless LAN (Local Area Network) communication, and the second communication unit of the wireless device 11 receives radio waves from the first communication unit. Thereby, both the short-range wireless communications are performed. In this case, the wireless device 11 is provided with a transmission section that transmits communication information including a terminal ID for identifying the user terminal 10, a device ID for identifying the wireless device 11, and radio wave intensity to the server 13.

Here, Wi-Fi is a name indicating that the mutual connectivity between wireless LAN devices is authenticated by Wi-Fi Alliance (Wi-Fi Alliance) of the same industry group related to the wireless LAN, and is denoted as Wi-Fi or the like. With regard to the interconnectivity between wireless devices utilizing the IEEE 802.11 family of communication specifications, a Wi-Fi tag is used on a device authenticated by the Wi-Fi alliance. The Wi-Fi sensor functions as a radio wave monitor for short-range wireless communication. Examples of the IEEE 802.11 family include IEEE 802.11a, IEEE 802.11b, IEEE 802.11g, IEEE 802.11n, and IEEE 802.11 ac.

On the other hand, when the wireless device 11 is a Beacon terminal that transmits a wireless signal, the second communication section of the wireless device 11 periodically transmits a radio wave including the device ID, and the first communication section of the user terminal 10 receives the radio wave from the second communication section. Thereby, both parties perform short-range wireless communication. In this case, the transmitting unit is provided in the user terminal 10.

The short-range wireless communication by the Beacon terminal is Bluetooth (registered trademark) Low Energy (BLE) communication. BLE is one of the extended standards of the short-range wireless communication technology Bluetooth (registered trademark), and realizes wireless communication of 1Mbps at maximum with extremely low power by using radio waves in the 2.4MHz band (ISM band).

The wireless device 11 is provided in an area where the action history of the user is to be analyzed. When a Digital sign (Digital Signal) 14 is present in the area, a wireless device 11 is placed in proximity to the Digital sign 14 or the Digital sign 14 is interlocked with the wireless communication 11. The digital signage 14 is an advertising medium that displays images and pictures through a flat display or a projector. Generally, the digital signage 14 is connected to a control terminal 15 for controlling screen images (images) via a network 12, and the control terminal 15 receives screen information from a server 13 or other terminal device via the network 12 and distributes the screen information to the digital signage 14. Alternatively, the digital signage 14 may be directly connected to the control terminal 15. Also, the digital signage 14 means a broad electronic signage such as an outdoor advertisement, a traffic advertisement, a road sign, an indoor and outdoor guide sign, a facade advertisement, a map display, and the like. When the area is a sales area for the product, the wireless device 11 is installed near a cash register or near a product shelf in the sales area.

The server 13 is a generally used computer or the like, and can communicate with the transmission unit of the user terminal 10 or the wireless device 11 by wireless or wired communication. The server 13 includes a memory for storing data, each unit (calculation unit, estimation unit, analysis unit) for performing various calculations, and a notification unit for transmitting information to the user terminal 10 via the network 12.

The user terminal 10, the wireless device 11, and the server 13 have a CPU, a ROM, a RAM, an HDD, an SSD, and the like, which are not shown, built therein, and the CPU executes a program stored in the ROM, the HDD, the SSD, and the like using the RAM as an operation field, for example. Each of the units described later is realized by executing a program by the CPU.

Next, the configuration and the execution procedure according to the embodiment of the present invention will be described with reference to fig. 2 and 3. First, a case where the wireless device 11 is a Wi-Fi sensor will be described. In this case, the first communication unit 201 of the user terminal 10 owned by the user periodically transmits a radio wave including a terminal ID for identifying the user terminal 10 (FIG. 3: S101). The terminal ID is, for example, a MAC address, and is identification information of the user terminal 10 rather than identification information of the user.

Here, as shown in fig. 4A, the digital signage 14 is provided in each area of the predetermined passage, and the Wi-Fi sensor 11 is provided for each digital signage 14. The digital signage 14 displays different screens (initial setting screen, initial setting map). If the user having the user terminal 10 passes near the first digital sign 14, the second communication unit 202 of the first Wi-Fi sensor 11 provided near the first digital sign 14 receives the transmitted radio wave (fig. 3: S102). Thereby, the user carrying the user terminal 10 enters the radio wave receiving area of the first Wi-Fi sensor 11. Further, the number of components constituting the marketing system can be reduced and the cost can be reduced by effectively using the first communication unit 201 provided in the user terminal 10.

Here, if the second communication unit 202 of the first Wi-Fi sensor 11 receives the radio wave, the transmission unit 203 of the first Wi-Fi sensor 11 transmits communication information (radio wave measurement information) including the terminal ID of the user terminal 10, the device ID of the first Wi-Fi sensor 11, and the radio wave Strength (RSSI: Received Signal Strength Indicator) to the server 13 via the network 12 (fig. 3: S103).

For example, the transmission unit 203 acquires the terminal ID (for example, MAC address "aaa") included in the received radio wave and also acquires the radio wave intensity (for example, "Unknown → Far _ in").

Further, the shorter the distance between the user terminal 10 that transmits the radio wave and the Wi-Fi sensor 11 that receives the radio wave, the stronger the radio wave intensity of the short-range wireless communication. The electric wave intensity means that proximity is discriminated into a plurality of (for example, 4) levels in accordance with the distance. "immedate", "Near", "Far", "Unknown" are displayed in the order of high radio wave intensity. The radio wave intensity when the user terminal 10 first enters the radio wave receiving area of the Wi-Fi sensor 11 is "Unknown → Far _ in", and the radio wave intensity when the user terminal 10 exits the radio wave receiving area of the Wi-Fi sensor 11 is "Far _ out → Unknown".

Next, the transmission unit 203 acquires a device ID (for example, "AAA") stored in advance in a predetermined memory of the first Wi-Fi sensor 11. Then, the transmission unit 203 generates communication information including the acquired terminal ID, the device ID, and the radio wave intensity, and transmits the communication information to the server 13 via the network 12.

When the server 13 receives the communication information, the collection unit 204 of the server 13 collects the temporal change of the radio wave intensity ("Unknown → Far _ in") in the terminal ID ("AAA") of the communication information with respect to the device ID ("AAA") of the communication information (fig. 3: S104).

For example, the collection unit 204 that has received the communication information refers to a first communication information table stored in advance in a predetermined memory. As shown in fig. 4B, a terminal ID401, a device ID402, a radio wave intensity 403, and a reception time 404 at which the communication information (or radio wave) is received are set as items in the first communication information table 400.

The collection unit 204 stores the terminal ID ("AAA"), the device ID ("AAA"), the radio wave intensity ("Unknown → Far _ in), and the reception time (for example," 9:00 ") of the user terminal 10 for each entry of the first communication information table 400. Further, if the communication information in the terminal ID ("AAA") is continuously received from the transmission unit 203 of the first Wi-Fi sensor 11 and the radio wave intensity in the device ID ("AAA") of the communication information changes, the collection unit 204 stores the radio wave intensity and the reception time at the time of the change in the first communication information table 400.

For example, as shown in fig. 4A, when the user passes through the vicinity of the digital signage 14 without approaching the first digital signage 14 located in the vicinity of the first Wi-Fi sensor 11, the intensity of the electric wave in the device ID ("AAA") of the first Wi-Fi sensor 11 changes as "Unknown → Far _ in", "Far _ out → Unknown". Then, as shown in fig. 4B, the collection unit 204 stores the reception time "9: 01" corresponding to the radio wave intensity "Far" in association with the radio wave intensity "Far", and stores the reception time "9: 04" corresponding to the radio wave intensity "Far _ out → Unknown" in association with the radio wave intensity "Far _ out → Unknown".

Further, as shown in fig. 4A, it is assumed that the user who passes through the first Wi-Fi sensor 11, when entering the radio wave receiving loop of the second Wi-Fi sensor 11, is interested in the picture of the second digital signage 14 located near the second Wi-Fi sensor 11, and walks away after approaching the second digital signage 14. In this case, the collection unit 204 collects the temporal change in the radio wave intensity in the device ID ("BBB") of the second Wi-Fi sensor 11 by continuously receiving the communication information in the terminal ID ("aaa") from the transmission unit 203 of the second Wi-Fi sensor 11. That is, the radio wave intensity in the device ID ("BBB") of the second Wi-Fi sensor 11 changes as "Unknown → Far _ in", "Far _ out → Near _ in". Therefore, as shown in fig. 4B, the collection unit 204 stores the reception time "9: 10" corresponding to the radio wave intensity "Unknown → Far _ in" in association with the radio wave intensity "Unknown → Far _ in", stores the reception time "9: 11" corresponding to the radio wave intensity "Far" in association with the radio wave intensity "Far", and stores the reception time "9: 12" corresponding to the radio wave intensity "Far _ out → Near _ in association with the radio wave intensity" Far _ out → Near _ in ". This makes it possible to acquire the position of the user for each Wi-Fi sensor 11 area as a history (log).

When the collection unit 204 finishes collecting the change in the radio wave intensity in one device ID or a plurality of device IDs for the terminal ID ("aaa"), the calculation unit 205 calculates a part of a movement line along which the user moves based on the radio wave intensity of the terminal ID for the collected device ID, and calculates the staying time of the user on the part of the movement line based on the temporal change in the radio wave intensity (FIG. 3: S105).

For example, the calculation unit 205 refers to a distance table stored in a predetermined memory in advance. As shown in fig. 5A, a predetermined radio wave intensity 501 and a distance 502 at which the radio wave intensity 501 can be received are stored in the distance table 500 in association with each other. Here, one distance indicating the boundary of the radio wave receiving coil is stored in the radio wave intensities of the 4 levels, which indicate whether the radio wave intensity enters the radio wave receiving coil or exits from the coil. For example, "D1" is stored in "Unknown → Far _ in", "Far _ out → Unknown", and "D2" is stored in "Far _ out → Near _ in", "Near _ out → Far _ in", and "D3" is stored in "Near _ out → estimate _ in", "estimate _ out → Near _ in" (D1> D2> D3). In addition, the distance indicating the range of the radio wave receiving coil is stored in the specific radio wave intensity. For example, "D1 > D2" is stored in "Far", "D2 > D3" is stored in "Near", and "D3 >" is stored in "immedate". The calculation unit 205 compares the radio wave intensity 501 of the distance table 500 with the radio wave intensity 403 of the first communication information table 400, and acquires the distance 502 ("D1") corresponding to the radio wave intensity 501 (e.g., "Unknown → Far _ in") of the comparison.

Next, the calculation unit 205 combines the device ID ("AAA") of the first communication information table 400 and the distance 502 ("D1") of the radio wave intensity 403 corresponding to the device ID ("AAA"). Then, as shown in fig. 5A, the calculation unit 205 virtually draws a circle 503 having the combined distance 502 ("D1") as a radius around the first Wi-Fi sensor 11 of the device ID ("AAA"), and calculates the position information on the circle 503 as a part of the movement line of the user's movement. When the radio wave intensity is "Far", the calculation unit 205 virtually draws a circle having a width with the distance 502 ("D1 > D2") as a radius around the first Wi-Fi sensor 11 of the device ID ("AAA"), and calculates the position information on the circle as a part of the movement line of the user. The position information means a range on a circle or a ring because the electric wave has no directivity. Thereby, a part of the movement line of the user's movement can be estimated within the area of the Wi-Fi sensor 11 of the device ID.

As shown in fig. 5B, the calculation unit 205 that calculates a part of the traffic line sets the position information 504 as an entry next to the reception time 404 of the first communication information table 400, and stores the calculated position information (for example, "AAA + D1") in this entry. The calculation unit 205 can calculate and store the location information 504 for all the radio wave intensities 403 in one device ID402 ("AAA"), and can calculate all the location information 504 as the movement line of the user moving in the area of the device ID 402. Although the type of the positional information is not particularly limited, the device ID402 and the distance 502 are combined in the above description, the installation position of the device ID402 and the distance 502 may be combined as more specific positional information when the installation position is registered in advance.

Next, the calculation unit 205 calculates the staying time of the user on a part of the action line based on the radio wave intensity 403 and the reception time 404 of the first communication information table 400. For example, when the first radio wave intensity is "Unknown → Far _ in", the first reception time is "9: 00", the next radio wave intensity is "Far", and the next reception time is "9: 01", the time "1 minute" obtained by subtracting the first reception time "9: 00" from the next reception time "9: 01" becomes the staying time during which the user stays on the part "AAA + D1" of the action line corresponding to the first radio wave intensity. Then, the calculation unit 205 calculates the residence time of the user in a part of the action line by subtracting the reception time before the change of the radio wave intensity from the reception time after the change of the radio wave intensity. As shown in fig. 5B, the calculation unit 205 that calculates the retention time sets the retention time 505 as the next item of the position information 504 of the first communication information table 400, and stores the calculated retention time ("1 minute") in the item. The calculation section 205 can calculate the entire stay time of the user's action line within the area of one device ID402 ("AAA") by calculating and storing the stay time 505 for all the position information 504 in the device ID 402. Also, since the last electric wave intensity and the last reception time of one device ID402 ("AAA") are information when the user goes out of the area of the Wi-Fi sensor 11 of the device ID402 ("AAA"), there is no residence time corresponding to the last electric wave intensity and the last reception time. The calculation unit 205 can calculate the action information of the user in the area of the Wi-Fi sensor 11 for each device ID402 by calculating the action line and the retention time for each device ID 402.

If the calculation is finished by the calculation unit 205, the estimation unit 206 estimates the action information actually taken by the user in the area of the Wi-Fi sensor 11 of the device ID based on the calculated part of the movement line of the user and the stay time (fig. 3: S106).

For example, the estimation unit 206 defines the action information of the user based on the type of the position information 504 and the length of the retention time 505. That is, the estimation unit 206 refers to the first behavior information table stored in advance in a predetermined memory. As shown in fig. 6A, position information 601 indicating a part of a movement line, a retention time 602 in the position information 601, and user's movement information 603 estimated from the position information 601 and the retention time 602 are stored in the first movement information table 600 in association with each other. For example, the action information "slowly move on the leftmost side" is stored in "D1" of the position information and "2 minutes or more" of the staying time, the action information "quickly move on the rightmost side" is stored in "D1" of the position information and "less than 2 minutes" of the staying time, and the action information "end confirmation" is stored in "D2 > D3" of the position information and "5 minutes or more" of the staying time. In addition, the action information can be set appropriately based on the installation position of the Wi-Fi sensor 11 and the like. The estimation unit 206 compares the calculated position information 504 and the retention time 505 with the position information 601 and the retention time 602 in the first behavior information table 600, and acquires behavior information 603 corresponding to the compared position information 601 and retention time 602. Thus, the specific action performed by the user can be estimated.

If the estimation unit 206 finishes the estimation, the analysis unit 207 analyzes the user attribute information including the user' S taste based on the estimated action information of the user and the setting attribute information indicating the setting attribute of the Wi-Fi sensor 11 preset in the device ID (fig. 3: S107).

For example, the analysis section 207 defines the user attribute information based on the type of the action information of the user. For example, the analysis unit 207 refers to a first user attribute information table stored in a predetermined memory in advance. As shown in fig. 6B, action information 605 and user attribute information 606 analyzed by the action information 605 are stored in the first user attribute information table 604 in association with each other. Here, the user attribute information 606 stores the gender 606a and the age group 606b of the user. For example, in general, since men pass right and women pass left, the user attribute information of "men" is stored in the "right jog" of the action information, and the user attribute information of "women" is stored in the "leftmost jog" of the action information. The passage position of the passage corresponds to the age zone, and generally, young people pass through the center of the passage, and old people pass by the side of the passage. Therefore, the user attribute information of "old person" is stored in "slow move on the leftmost side" of the movement information, and the user attribute information of "young person" is stored in "slow move on the left side" of the movement information. Also, in general, since middle-aged people pass faster, the user attribute information of "middle-aged people" is stored in "fast move on the leftmost side" of the movement information. The analysis unit 207 compares the estimated action information with the action information 605 of the first user attribute information table 604, and acquires user attribute information 606 (sex 606a, age 606b) corresponding to the compared action information 605. Thus, the gender and age of the user can be estimated from the specific actions of the user.

The analysis unit 207 refers to a second user attribute information table stored in the memory in advance. As shown in fig. 6B, action information 608, a device ID609 corresponding to the action information 608, setting attribute information 610 corresponding to the device ID609, and user attribute information 611 analyzed by the action information 608 and the setting attribute information 610 are stored in the second user attribute information table 607 in association with each other. Here, the user attribute information 611 stores user preference 611 a. For example, the user attribute information of "car lover" is stored in "step-out confirmation" of the action information and "car" of the setting attribute information. The analysis unit 207 compares the estimated action information and device ID with the action information 608 and device ID609 in the second user attribute information table 607, and acquires user attribute information 611 (preference 611a) corresponding to the compared action information 608 and device ID 609. Thus, it is possible to correlate the classification (set attribute information) of the object (digital signage, merchandise in a shop, or the like) that the user approaches with the action information of the user and to specifically analyze the user attribute information including the preference of the user.

In particular, in the present invention, by using the terminal ID, it is not necessary to acquire specific personal information of the user from the user terminal 10, and it is also not necessary for the user to register the user ID in advance, so that the marketing system 1 can be easily implemented without violating the personal information. Further, since the wireless device 11 is effective even in a building or a shop, it is possible to estimate and analyze the action history of the user and the preference of the user, which have not been captured in the conventional marketing system. Since the communication speed of the wireless device 11 is high and the radio wave receiving range of the wireless device 11 is relatively wide, the user's preference can be easily analyzed by grasping the temporal change in the radio wave intensity.

If the analysis section 207 finishes the analysis, the notification section 208 determines related information related to the user of the user attribute information based on the analyzed user attribute information (target), and displays the notification information of the determined related information on the electronic device (digital sign 14) or the user terminal 10 located in the vicinity of the Wi-Fi sensor 11 in the area where the user terminal 10 exists through the network 12 (fig. 3: S108).

For example, the notification unit 208 refers to a first related information table stored in advance in a predetermined memory. As shown in fig. 7A, user attribute information 701 combining gender 701a, age group 701b, and preference 701c and related information 702 that may be of interest to the user of the user attribute information 701 are stored in association in the first related information table 700. For example, "car replacement information" is stored in the user attribute information of gender "male" and age group "middle aged person" and preference "car lover", and "new car information" is stored in the user attribute information of gender "male" and age group "young person" and preference "car lover". The notification unit 208 compares the analyzed user attribute information of sex, age group, and preference with the user attribute information 701 in the first related information table 700, and acquires related information 702 corresponding to the compared user attribute information 701. The notification unit 208 refers to a database registered in advance, and acquires notification information and advertisement information associated with the acquired related information 702 from the referred database as notification information. Here, the notification information includes modification information of goods, services, areas, sales areas, coupon information, notification information, and the like.

In addition, when the server 13 can acquire information from a database of another terminal apparatus via the network 12, for example, the notification unit 208 may retrieve notification information and advertisement information associated with the acquired related information 702 from the database on the server 13 or another server using the acquired related information 702 as a keyword, and acquire the notification information and the advertisement information as notification information.

When the notification unit 208 acquires the notification information, the notification information is notified to the digital signage 14 linked to the Wi-Fi sensor 11 in the area where the user terminal 10 exists through the network 12. For example, when the user who has passed through the second Wi-Fi sensor 11 enters the radio wave receiving area of the third Wi-Fi sensor 11, the third Wi-Fi sensor 11 and the user terminal 10 perform the near field communication again in the same manner as described above. Then, the communication information is transmitted to the collecting unit 204 by the transmitting unit 203 of the third Wi-Fi sensor 11. Therefore, notification unit 208 detects the communication information and notifies notification information to third digital signage 14 located near third Wi-Fi sensor 11 via control terminal 15 that controls display of the digital signage. As shown in fig. 7B, the image display unit 209 of the third digital signage 14 displays an image 703 (screen) corresponding to the notification information. Thus, the notification information analyzed by the past action history (offline action history) of the user can be displayed according to the online action of the user, and the advertisement can be effectively realized.

In addition, since digital signage, which has been conventionally installed in a predetermined area such as a station, a hall, a sidewalk, and the like, displays images and screens set in advance at once, users have not been new. The present invention can provide information that has an important influence on a user in order to display a map and a screen that correspond to the preference of the user analyzed from the past action history of the user.

When the user attribute information analyzed from the past action history of the user is used in the display unit (image display unit of digital signage, display unit of user terminal) of another wireless device that the user comes into contact with next time, optimization of the content to be distributed, the distribution date, the distribution time zone, and the position of the digital signage can be realized, and an increase in the added value of the content to be distributed and optimization of the advertisement price can be realized. Further, by linking a DMP (data management Platform) of the user attribute information analyzed by the online action history with a DSP (Demand-Side Platform) of the notification information selected by the specified user attribute information, it is possible to realize a comprehensive guidance (guidance) of the user with high accuracy.

In general, an STB (Set Top Box) that converts a broadcast signal into a general video signal is used for transmission of notification information (video distribution) by the control terminal 15. Therefore, the Service may be provided as an ASP (Application Service Provider) that constructs a CMS (Content Management System) for managing and distributing digital Content such as text and images constituting Web Content so as to smoothly link the server 13 and the control terminal 15, and provides the Service such as the digital Content from the server 13 to the control terminal 15 via the network 12.

Further, since third Wi-Fi sensor 11 is provided in the vicinity of third digital signage 14, video display unit 209 may be configured to switch video 703 corresponding to the notification information to another video 704 according to the proximity of the user (user terminal 10) to third digital signage 14 (third Wi-Fi sensor 11). This can further increase the degree of interest of the user in the image.

The notification unit 208 may directly display the notification information on the user terminal 10 of the terminal ID based on the terminal ID of the communication information. For example, when the notification unit 208 notifies the user terminal 10 of the notification information via the network 12, the display unit 210 of the user terminal 10 displays the notification information. Here, as shown in fig. 7B, the displayed notification information (screen) is, for example, notification information 705 (advertisement) of a new vehicle. Thus, it is possible to effectively notify notification information in accordance with the preference of the user, and to provide information having a high purchase effect and an effect of attracting customers. The notification information is displayed by the display unit 210, and is executed by, for example, a dedicated application program that is installed in advance in the user terminal 10 or a dedicated application program that is incorporated in an already installed application program by SDK (Software Development Kit).

In addition, the notification unit 208 displays notification information that cannot be displayed in the video (cannot be transmitted) on the display unit 210 of the user terminal 10, in accordance with the display of the video (screen) by the digital signage 14. This enables detailed information provision.

The notification unit 208 may be configured to translate the notification information in accordance with a language derived from the user attribute information (for example, a language specified by the setting attribute information of the Wi-Fi sensor 11) or a language preset in the user terminal 10, and to notify the translated notification information. Thus, for example, even when traveling to many different countries as a tourist, the user can accurately confirm the notification information in his/her own language in a certain area where the marketing system 1 is installed.

Further, the notification information is displayed on the display unit 210 of the user terminal 10, and thus, in order to achieve management of the personal information, for example, the user terminal 10 may be limited to the user terminal 10 in which the dedicated application is installed.

However, since the communication information can be distinguished for each terminal ID, the analysis unit 207 of the server 13 may calculate, for each predetermined device ID, the number of terminal IDs associated with the radio wave intensity (for example, "Near" or "immedate") of the Wi-Fi sensor 11 indicating that the user approaches the device ID, and analyze the number of terminal IDs for each device ID as the degree of interest of the user in the setting attribute information for the device ID. For example, if the view of first digital sign 14 is more attractive to the user than the view of second digital sign 14, the number of user terminals 10 proximate to first Wi-Fi sensor 11 of first digital sign 14 may be greater than the number of user terminals 10 proximate to second Wi-Fi sensor 11 of second digital sign 14. In this way, by approximating the number of users who are close to the screen and cannot be analyzed in the conventional digital signage, an effect of attracting customers is achieved that the screen (content) of each digital signage 14 can be visually calculated. In addition, if the user attribute information of the user terminal 10 in proximity is multiplied, it is possible to grasp and analyze which attribute of the user is easily attracted to the screen of each digital signage 14. In the above, the user attribute information includes sex, age group, and preference, but may include only sex and preference.

However, the marketing system 1 described above may be applied to a digital sign 14 of a exhibition. For example, as shown in fig. 8A, a digital sign 14 and Wi-Fi sensor 11 are provided on each booth of a display venue 800. Here, the screen (setting attribute information) of the digital signage 14 and the device ID of the Wi-Fi sensor 11 are associated in advance. When the user who goes to the exhibition 800 views a predetermined number of digital signs 14 with the user terminal 10, the analysis unit 207 analyzes the digital signs 14 viewed by the user as user attribute information. When the user approaches a predetermined digital sign 14(Wi-Fi sensor 11), the notification unit 208 specifies a screen of the digital sign 14 that the user does not view as related information based on the action information of the user and the user attribute information, and notifies the digital sign 14 that the user is currently approaching the screen as notification information. This makes it possible to display the screen of the digital signage 14, which is not viewed, to the user at the optimum timing.

The marketing system 1 described above can be applied to a game using the digital signage 14. For example, as shown in fig. 8B, a digital signage 14 and a Wi-Fi sensor 11 are installed at the entrance of a predetermined conference room 801, and a plurality of Wi-Fi sensors 11 (or/and digital signage 14) are installed at predetermined positions of the conference room 801. Here, when the user having the user terminal 10 approaches the entrance digital signage 14(Wi-Fi sensor 11), the analysis unit 207 analyzes the user attribute information including the gender of the user, and the notification unit 208 notifies the digital signage 14 of a different screen according to the user attribute information. This screen is a task image for the user, and the user who sees the task image downloads an application program indicated by a QR code (registered trademark) of the task image to the user terminal 10. Then, when the user finds (approaches) a specific Wi-Fi sensor 11 in the meeting place 801 using the application program, the action task is ended. The identification of a particular Wi-Fi sensor 11 is achieved by setting attribute information. The time from the start of the action task to the end of the action task (discovery) may be measured for each user terminal 10 and displayed.

Next, a case where the wireless device 11 is a Beacon terminal will be described. Even in this case, the same action and effect as described above are obtained. First, as shown in fig. 1 and 2, the second communication unit 202 of the Beacon terminal 11 installed in a predetermined area periodically transmits a radio wave including the device ID of the Beacon terminal 11 (fig. 3: S101).

When the user carrying the user terminal 10 enters the area, the first communication unit 201 of the user terminal 10 receives the transmitted radio wave (fig. 3: S102), and the first communication unit 201 of the user terminal 10 and the second communication unit 202 of the Beacon terminal 11 perform short-range wireless communication (BLE communication).

Here, when the first communication unit 201 of the user terminal 10 receives the radio wave, the transmission unit 203 of the user terminal 10 transmits communication information including the terminal ID of the user terminal 10, the device ID, and the radio wave strength (RSSI) to the server 13 via the network 12 in the same manner as described above (fig. 3: S103).

The communication between the user terminal 10 and the server 13 may be, for example, communication via LTE (Long term evolution), communication via a 3G (3rd Generation) line, communication via a wireless LAN, or the like. LTE is a communication standard of a third Generation mobile communication system standardized by 3GPP (3rd Generation Partnership Project), and a 3G line is a generic name of a third Generation mobile phone system.

Here, the transmission unit 203 acquires the device ID (for example, MAC address or AAA) included in the received radio wave and acquires the radio wave intensity (for example, "Far"). Next, the transmission unit 203 acquires a terminal ID ("aaa") stored in advance in a predetermined memory of the user terminal 10, and transmits communication information including the device ID, the radio wave intensity, and the terminal ID to the server 13 via the network 12.

Here, when the wireless device 11 is the Beacon terminal 11, the user terminal 10 is sufficient if the wireless device 11 includes the second communication unit 202 because the user terminal includes the transmission unit 203. In other words, the wireless device 11 does not require complicated functions and wiring. Also, due to BLE communication, the power consumption amount required for the second communication section 202 that periodically transmits radio waves is smaller than that of the other sections. For example, the radio wave transmission of the second communication unit 202 of the wireless device 11 can be maintained for several years only by a dry battery. On the other hand, the first communication unit 201, the transmission unit 203, and the display unit 210 can be replaced by components and drivers of application software that are preset in the user terminal 10. Therefore, when the wireless device 11 is a Beacon terminal, the marketing system 1 according to the present invention can be implemented more simply. The processing of S104 to S108 thereafter is the same as the method described above, and therefore, the description thereof is omitted.

However, although the marketing system 1 in which the digital signage 14 and the wireless device 11 are combined is described in the above, the marketing system may be configured without the digital signage 14. For example, the wireless device 11 may be provided near a merchandise sales area of a store. Further, one user attribute information may be analyzed based on a plurality of pieces of action information estimated from a plurality of device IDs and setting attribute information of the plurality of device IDs. For example, as shown in fig. 9A, a Beacon terminal 11 is provided in each area of a selling area of a specific shop (e.g., department store). The second communication unit 202 of the Beacon terminal 11 periodically transmits radio waves (fig. 3: S101). When a user having a user terminal 10 enters a first selling space 900, a first communication part 201 of the user terminal 10 receives an electric wave of a second communication part 202 of a first Beacon terminal 11 (FIG. 3: S102), and a transmission part 203 of the user terminal 10 transmits communication information including a terminal ID of the user terminal, an equipment ID of the Beacon terminal 11, and the intensity of the electric wave to a server 13 via a network 12 (FIG. 3: S103). The collection unit 204 collects the change with time of the radio wave intensity in the terminal ID of the received communication information with respect to the device ID of the communication information (fig. 3: S104).

Here, it is assumed that the user enters the first selling area 900, moves to a commodity shelf of a commodity (for example, a plastic model) having a radio wave intensity of "Near" of the first Beacon terminal 11, selects a specific commodity, and goes to a cash register having a radio wave intensity of "immediatate" of the first Beacon terminal 11. Then, as shown in fig. 9B, the collection unit 204 stores the reception time "17: 03" corresponding to the radio wave intensity "Near" in the radio wave intensity "Near" of the second communication information table 400 and stores the reception time "17: 25" corresponding to the radio wave intensity "Immediate" in the radio wave intensity "Immediate" based on the change in the radio wave intensity in the device ID ("AAA") of the first Beacon terminal 11.

As shown in fig. 9A, the user who has gone to the checkout counter leaves the first sales area 900 after purchasing the product, enters the second sales area 901, and leaves the product (for example, a high-definition camera) on the product shelf having the radio wave intensity "Far" of the second Beacon terminal 11. Then, as shown in fig. 9B, the collection unit 204 stores the reception time "20: 00" in the radio wave intensity "Far" of the second communication information table 400 and stores the reception time "20: 15" in the radio wave intensity "Far _ out → Unknown" in accordance with the change in the radio wave intensity in the device ID ("BBB") of the second Beacon terminal 11.

As shown in fig. 9B, the calculation unit 205 calculates a part of the movement line and a retention time of the user based on the temporal change in the collected radio wave intensity (fig. 3: S105), and stores a part of the calculated movement line (position information) 504 (for example, "AAA + D2> D3") and a retention time 505 (for example, "20 minutes") in the second communication information table 400.

Here, as shown in fig. 10A, in the second action information table 1000 in the commodity sales space, "D1 > D2" of the position information and "10 minutes or more" of the retention time store the action information of "confirming (viewing) the commodity", and "purchase the commodity" in "D3" of the position information and "1 minute or more" of the retention time. The estimation unit 206 refers to the second action information table 1000 and estimates action information of the user based on the calculated part of the user action line and the retention time (fig. 3: S106). In particular, it is not necessary to link with a Point of Sale (POS), for example, to estimate a specific action (purchase) actually taken by the user from a part of the user's action line and the retention time.

As shown in fig. 10B, in the third user attribute information table 1001, the setting attribute information of "toy" is stored in "AAA" of the device ID and "D2 > D3" of the location information corresponding to "selected article" and "purchased article" of the action information, and the setting attribute information of "camera" is stored in "BBB" of the device ID and "D1 > D2" of the location information corresponding to "selected article" of the action information. Since it is impossible to analyze what product the user purchased only with the "purchased product" of the action information, the analysis unit 207 analyzes the product shelf (installation attribute information) of the product selected by the user, for example, using the action information, the device ID, and the position information of the closest "selected product" of the "purchased product". If the action information of "purchase product" is present in the specific device ID, it may be analyzed that all the products corresponding to the action information of "select product" in the device ID are purchased for the user. Further, the user attribute information of "family of residence" is stored in association with the two pieces of setting attribute information ("toy" and "camera"). The "family of imperial residents" refers to toys and sub-cultural people that are distracted from animation, computers, and the like. For example, if a user purchases a plastic model and then turns around a camera, the user is analyzed as a family of houses.

The setting attribute information of the "beauty device" is stored in "CCC" of the device ID and "D1 > D2" of the position information corresponding to "selected product" and "purchased product" of the action information, and the setting attribute information of the "cleaner" is stored in "DDD" of the device ID and "D2 > D3" of the position information corresponding to "selected product" of the action information. Further, the user attribute information of "favorite clean" is stored in association with the two pieces of setting attribute information ("beauty device" and "cleaner"). The "liking for clean" refers to people interested in beauty and cleaning. For example, a user purchases a facial steamer and then turns around the vacuum cleaner, and the user is analyzed as preferring cleanliness. In this manner, by considering the plurality of pieces of specific action information and the setting attribute information of the plurality of device IDs, the preference of the user can be accurately analyzed.

As shown in fig. 11A, the second related information table 1100 stores the related information of "animation" in the user attribute information (preference) of "family imperial", and stores the related information of "beauty" in the user attribute information of "favorite clean". The notification section 208 determines the analyzed related information (e.g., "animation") corresponding to the user attribute information using the second related information table 1100, and notifies the user terminal 10 of notification information of the determined related information through the network 12 (fig. 3: S108).

Here, the timing of notifying the notification unit 208 is not limited. For example, when the user browses a specific website by using the display unit 210 of the user terminal 10, the notification unit 208 detects browsing of the specific website and transmits the notification information to the user terminal 10. The display unit 210 of the user terminal 10 displays the notification information on the specific website. Here, as shown in fig. 11B, the displayed notification information (screen) corresponds to "animation", and is sales information 1101 of a new product of a specific animation or discount information 1102 (advertisement) of a specific animated product of an animated special sales shop. Thus, it is possible to effectively notify notification information that matches the user's taste (preference), and to provide information that has a high purchasing effect and a high customer attraction effect.

For example, when the user of the "family of department" enters the first sales area 900 again, the notification unit 208 detects the notification information including the terminal ID ("aaa") from the collection unit 204 via the first Beacon terminal 11. Next, the notification unit 208 specifies notification destination information (e.g., a mail address, a telephone number, etc.) of the user terminal 10 using the terminal ID ("aaa"), and converts the notification information into electronic data (e.g., an electronic mail, a C-mail, etc.) that can be transmitted in correspondence with the specified notification destination information of the user terminal 10. The notification unit 208 transmits the converted electronic data to the user terminal 10 that notifies the destination information. The display unit 210 of the user terminal 10 that receives the electronic data displays notification information corresponding to the electronic data. Thus, the notification information can be pushed to the user who comes in the shop again in real time, and more effective information can be provided. Further, it is possible to effectively use the user attribute information analyzed by the user's offline action history.

For example, when the user of the "family of department" enters the sales area related to the "movie", the notification unit 208 detects the notification information including the terminal ID ("aaa") by the Beacon terminal 11 installed in the sales area, and notifies the user terminal 10 of the user of the notification information. Thus, it is possible to provide the most appropriate notification information according to the preference of the user in accordance with the actual behavior of the user in the sales space.

The analysis unit 207 may further adopt another analysis method. For example, the analysis unit 207 extracts operation information indicating an operation actually performed by the user on the network 12 using the user terminal 10, based on the terminal ID ("aaa"). The operation information includes, for example, a browsing history of a website on the network 12 (e.g., HP (website) of the movie "KKK"), and a downloading history of an application on the network 12 (e.g., game application of the movie "KKK"). The analysis unit 207 analyzes the user attribute information based on the extracted operation information, the action information of the user, and the setting attribute information.

For example, the analysis unit 207 extracts a keyword (for example, animation "KKK") common to some or all of the operation information from the operation information, and acquires user attribute information of "family member" from the third user attribute information table 1001. The analysis unit 207 multiplies the extracted keyword (animation "KKK") and the user attribute information ("family group") to define the user attribute information in the domain of the keyword.

When the user who likes to clean browses the website of the message of the beauty care system equipment by using his/her own user terminal 10, the analysis unit 207 extracts a common keyword ("beauty care system equipment") from the browsing history (HP of the beauty care system equipment) and limits the above-mentioned "liking to clean" to the field of the extracted keyword ("beauty care system equipment").

This makes it possible to analyze the user attribute information in more detail, taking into account the actual action information of the user and the operation information (history information) on the network 12. The notification unit 208 notifies predetermined notification information (a latest advertisement of the animation "KKK") in accordance with information (animation) related to the user attribute information ("family member") limited to the field of the keyword (animation "KKK"). This makes it possible to provide information that can most effectively bring up the user's desire to purchase.

The analysis unit 207 may extract user setting information preset in the user terminal 10 of the terminal ID, and analyze the user attribute information using the extracted user setting information. Here, the user setting information includes, for example, sex, age, location, nationality, and the like, which are input by the user. The analysis unit 207 may extract the store attribute information of the store in the area where the wireless device 11 is installed, based on the device ID of the wireless device 11, and analyze the user attribute information using the extracted store attribute information. Here, the store attribute information includes, for example, a category, a type, a product number, a product property, a service property, and the like of the store.

In the embodiment of the present invention, the wireless device 11 is configured differently between the case of a Wi-Fi sensor and the case of a Beacon terminal, but may be configured differently. For example, since there is also a wireless device 11 capable of switching between a Wi-Fi sensor and a Beacon terminal, if this wireless device 11 is utilized, the processing in the Wi-Fi sensor and the processing in the Beacon terminal can be corresponded with the same wireless device 11.

In addition, one wireless device 11 is provided in the aforementioned sales area, however, for example, one wireless device 11 may be provided in each of a plurality of goods shelves existing in one sales area. This makes it possible to estimate the action position of the user in more detail and to easily obtain the action information of the user. In addition, the Wi-Fi sensor and the Beacon terminal can be combined in one selling area. For example, a Wi-Fi sensor having the transmitter 203 may be provided near a checkout counter in one sales area, and an inexpensive Beacon terminal may be provided for each product shelf. The user can be surely grasped about the purchase of a commodity by the Wi-Fi sensor and the user's interest (interest, viewing) in the commodity can be detected in more detail by the Beacon terminal.

Further, if a plurality of wireless devices 11 are provided for each area so that parts of radio wave receiving coils of the plurality of different wireless devices 11 overlap each other, and communication information of the plurality of wireless devices 11 is used, all or part of the user's movement can be calculated in more detail. For example, as shown in fig. 12, the radio wave receiving loop "Far" of a predetermined radio device 11 overlaps with the radio wave receiving loops "Near" of two different radio devices 11, and the radio wave receiving loop "Near" of the radio device 11 overlaps with the radio wave receiving loops "Far" of two different radio devices 11. In this case, when the user terminal 10 of the user enters the overlapped radio wave receiving areas, a plurality of (three) pieces of communication information can be acquired for the same terminal ID ("aaa") of the user terminal 10 at the same (equivalent) reception timing. For example, the communication information is: the device ID is "AAA", and the electric wave intensity is "Near"; the device ID is "BBB", and the electric wave intensity is "Far"; the device ID is "CCC" and the radio wave intensity is "Far". Then, the calculation unit 205 virtually draws a plurality of circles 1200, 1201, and 1202 having distances corresponding to the respective radio wave intensities as radii, with the wireless device 11 of the respective device IDs as the center. If the radio wave intensity is "Near", the radius is defined as the distance (D2> D3), and if the radio wave intensity is "Far", the radius is defined as the distance (D1> D2). The calculation unit 205 calculates the barycentric position 1204 of the portion 1203 where the drawn circles 1200, 1201, and 1202 overlap, as a part of the user's action line (position information) at the specific reception time. This enables a part of the user action line to be specified.

Even when two different pieces of communication information exist at a specific reception time, the calculation unit 205 can calculate approximately a part of the movement line (location information) of the user using the temporal change in the radio wave intensity for each device ID. If there are more than three different communications in a particular reception instant, it is further preferred because the overlapping parts of the depicted circles are defined in one place.

Further, if a part or all of the movement line of the user can be calculated with high accuracy, the movement information of the user can be easily correlated. For example, by calculating that a portion of the user's movement line is located near a particular digital sign 14 or shelf, it is possible to distinguish and specifically determine whether the user has just happened to walk or actually approached the digital sign 14 or shelf for confirmation. Therefore, the user attribute information can be analyzed more specifically.

In the above description, a part of the movement line (position information) of the user is indicated by a combination of the device ID and the distance of the radio wave intensity, but other configurations are also possible. For example, if the specific location information (for example, longitude and latitude, GPS coordinate value, etc.) of the wireless device 11 provided with the device ID is associated with the device ID in advance, the range of the specific location information (numerical value) of the user based on the location information of the device ID and the distance of the radio wave intensity can be narrowed as a part of the movement line of the user.

In addition, in the present invention, it is possible to induce a specific shop based on the analyzed user attribute information. For example, as shown in fig. 13 and 14, if the user whose user attribute information is "like clothes" passes through a clothing store entrance, the user terminal 10 of the terminal ID ("aaa") and the wireless device 11 of the device ID ("EEE") installed at the clothing store entrance perform short-range wireless communication, and the communication unit 208 displays the discount sales notification information 1300 of the clothing store related to "like clothes" of the user attribute information on the user terminal 10. If the user who sees the information enters the clothing store and approaches the clothing rack, the notification section 208 displays the nine-fold discount sale notification information 1301 of the clothing on the user terminal 10 due to the short-range wireless communication with the wireless device 11 of the device ID ("FFF") provided on the clothing rack. This can guide the user to the store and prompt the user to purchase the product on the product shelf.

When the user passes by a small commodity shelf, the notification unit 208 displays notification information 1302 indicating introduction of the small commodity on the user terminal 10 due to the short-range wireless communication with the wireless device 11 of the device ID ("GGG") provided on the small commodity shelf. Here, when the user selects a product on the small product shelf, the analysis unit 207 newly adds a "favorite small product" to the "favorite clothing" of the user attribute information based on the action information ("selected product") of the user and the setting attribute information ("small product shelf") of the device ID ("GGG"). When the user approaches the checkout counter of the clothing store, the notification unit 208 displays the small good coupon notification information 1303 associated with the newly analyzed user attribute information ("favorite small good") on the user terminal 10 due to the short-range wireless communication with the wireless device 11 of the device ID ("HHH") set at the checkout counter. In this way, the user attribute information is updated as needed by the action information obtained by the user visiting the store or the like, and the optimum notification information corresponding to the action information of the user at the present stage is displayed.

When the user passes by the exit of the clothing store, the communication unit 208 displays the map notification information 1304 of the next store related to the user attribute information "like small merchandise" on the user terminal 10 by the short-range wireless communication with the wireless device 11 of the device ID ("III") installed at the exit of the clothing store. Thereby, the user can be guided and induced to the shop in which the user may be interested. In addition, the map notification information 1304 may be information related to the analyzed user attribute information ("favorite garment"). Also, if the user attribute information is re-analyzed, the analysis section 207 may delete the old user attribute information ("favorite garment"). Here, as shown in fig. 14, a part of the user's action (location information), the staying time, the user's action information, the setting attribute information, and the user attribute information in the user terminal 10 of the specific terminal ID ("aaa") are collected in the store visit table 1400 so that the store can be used for inducing customers in the future. In fig. 13 and 14, an example in which the user visits a shop is shown, but the same is true when the user approaches the digital signage.

The present invention may analyze a wider range of user behavior patterns by combining the user movement trajectory information calculated by other methods. Another method is a method of calculating the movement trajectory information of the user from the shooting time (shooting date and time) and the position information attached to the shot image, for example. As shown in fig. 15 and 16, if a user whose user attribute information is "visitor" displays a content screen 1500 for sightseeing in a specific application on the user terminal 10 of the terminal ID ("bbb"), an advertisement of a spot where the user is located and a tourist spot are displayed on the content screen 1500. When the user moves to a first sight spot temple where the wireless device 11 is installed while viewing the content screen 1500, the user terminal 10 performs short-range wireless communication with the wireless device 11 of the device ID ("jjjj") installed in the temple, and the notification unit 208 displays a map screen 1501 for sightseeing related to "visitor" of the user attribute information on the user terminal 10. The map screen 1501 displays a plurality of sights including a first sight where the user is located. Here, when the user views the temple, the analysis unit 207 newly adds "favorite temple" to the "visitor" of the user attribute information based on the action information ("viewing") of the user and the setting attribute information ("temple") of the device ID ("jjjjj"). And, if the user takes a picture with the user terminal 10 after moving to the second attraction without the wireless device 11 and posts the photographed image and the comment on the posting screen 1502 for sightseeing in the application program, the photographing time and the photographing position information attached to the photographing screen are stored. Further, if the user moves to a third attraction cafe where the wireless device 11 is installed, the notification unit 208 displays a map screen 1503 for sightseeing related to the user attribute information ("visitor") on the user terminal 10 due to the short-range wireless communication with the wireless device 11 of the device ID ("KKK") installed in the cafe. The map screen 1503 includes detailed information of the family cafeteria. If the user moves to a fourth attraction without the wireless device 11 after the rest in the tea house and posts a comment with a photographed picture on the posting screen for sightseeing 1504 in the application program, the photographing time and photographing position information attached to the photographed picture are stored.

Here, as shown in fig. 16, at the attraction where the wireless device 11 is provided, for example, a part of the user's action line (location information) in the user terminal 10 of a specific terminal ID ("bbb"), the retention time including the reception time, the action information of the user, and the user attribute information may be collected in the wireless communication table 1600. In addition, in the attraction where the wireless device 11 is not present, by posting the user's photo shot, for example, the photo-taking time and photo-taking position information of the user terminal 10 of the terminal ID ("bbb") can be collected in the posting table 1601. The shooting time and shooting position information in the posting table 1601 are the movement trajectory information of the user. Here, if a part of the user's action line (position information) and the unit of the stay time of the wireless communication table 1600 are matched with the unit of the photographing time and the photographing position information and the wireless communication table 1600 and the posting table 1601 are combined, an action pattern table 1602 is generated in which all the position information of the terminal ID ("bbb") is arranged in chronological order. The change in the location information in the action pattern table 1602 means an action pattern of a user who has specific user attribute information in an area including an attraction where the wireless device 11 is installed and an attraction where the wireless device 11 is not installed.

As shown in fig. 17, by using an action pattern table 1602 of one user having a plurality of pieces of user attribute information ("temple like", "visitor"), the action pattern 170 of the user can be mapped. Then, the movement pattern 1701 in which a plurality of users having the same user attribute information have moved in the past can be mapped by collecting the action pattern table of a plurality of users having the same user attribute information as the user attribute information. By displaying the mapped action pattern 1701 on the user terminal of the user having the same user attribute information on the sightseeing content screen, the user can be sequentially provided with recommended sightseeing spots and guided. Further, if the action patterns 1702 of a plurality of users having general user attribute information ("visitor") are mapped according to the user's selection, a general route can be guided to the user, and if the action patterns 1703 of a plurality of users having special user attribute information ("temple like") are mapped, a route matching the user's preference can be guided to the user. If the user moves according to the action pattern of the map, the action pattern of the user is further accumulated to be flexibly used in the action patterns of a plurality of users displayed next time. If the content screen, the map screen, and the posting screen are shared by a plurality of users through the application program, the plurality of users can communicate with each other through the place.

In the embodiment of the present invention, the user terminal 10, the wireless device 11, and the server 13 of the marketing system 1 have each unit, but a program for realizing each unit may be stored in a storage medium and the storage medium may be provided. In this structure, the program is read by an apparatus that implements each of the sections. In this case, the program itself read from the recording medium exerts the effects of the present invention. Further, the steps executed by the respective units may be stored in a hard disk.

Industrial applicability

As described above, the marketing system and the marketing method according to the present invention are not only used for market research, but also useful as a system for investigating a field of a demand and interest of a customer, and are effective as a marketing system and a marketing method capable of specifically analyzing user attribute information including a preference of a user from an action history of the user.

Claims (5)

1. A marketing system is characterized by comprising:

a first communication unit that is provided in a user terminal owned by a user and periodically transmits a radio wave including a terminal ID of the user terminal, the radio wave being a short-range radio communication radio wave;

a second communication unit that is provided in a Wi-Fi sensor installed in a predetermined area and that receives the near-field communication radio wave transmitted from a user terminal of a user who enters the area;

a transmitting unit provided to the Wi-Fi sensor, and transmitting, to a server via a network, communication information including a terminal ID of the user terminal, a device ID of the Wi-Fi sensor, and radio wave intensity classified into a plurality of levels as proximity according to a distance between the user terminal and the Wi-Fi sensor, if near-field radio wave communication is performed between the user terminal and the Wi-Fi sensor;

a collection unit provided in the server, for collecting, for the device ID of the communication information, a time-series change in radio wave intensity of the terminal ID of the communication information if the communication information is received;

a calculation unit provided in the server, virtually drawing a circle or a ring having a radius corresponding to a distance corresponding to the radio wave intensity around a Wi-Fi sensor of the device ID based on the collected radio wave intensity of the terminal ID for the device ID, calculating position information on the circle or the ring as a part of a movement line of a user, and calculating a staying time of the user staying on the part of the movement line based on a temporal change in the radio wave intensity;

an estimation unit provided in the server and configured to estimate action information actually taken by the user in the area of the Wi-Fi sensor of the device ID, based on the calculated part of the user's action line and the residence time;

and an analysis unit provided in the server and configured to analyze user attribute information including a preference of the user, based on the estimated action information of the user and setting attribute information indicating a setting attribute of the Wi-Fi sensor, which is preset in the device ID.

2. A marketing system is characterized by comprising:

a first communication unit that is provided in a user terminal owned by a user and that receives a radio wave, which is a short-range radio communication radio wave;

a second communication unit that is provided in a Beacon terminal installed in a predetermined area and periodically transmits the short-range wireless communication radio wave including a device ID of the Beacon terminal;

a transmission unit provided in the user terminal, for transmitting, to a server via a network, communication information including a terminal ID of the user terminal, a device ID of the Beacon terminal, and radio wave strengths which are divided into a plurality of levels as proximity according to a distance between the user terminal and the Beacon terminal, if short-range radio wave communication is performed between the user terminal and the Beacon terminal;

a collection unit provided in the server, for collecting, for the device ID of the communication information, a time-series change in radio wave intensity of the terminal ID of the communication information if the communication information is received;

a calculation unit provided in the server, virtually drawing a circle or a ring having a radius corresponding to a distance corresponding to the radio wave intensity around a Beacon terminal of the device ID based on the collected radio wave intensity of the terminal ID for the device ID, calculating position information on the circle or the ring as a part of a movement line along which the user moves, and calculating a staying time during which the user stays on the part of the movement line based on a temporal change in the radio wave intensity;

an estimation unit provided in the server and configured to estimate action information actually taken by the user in the area of the Beacon terminal of the device ID, based on the calculated part of the user's action line and the residence time;

and an analysis unit provided in the server and configured to analyze user attribute information including a preference of the user, based on the estimated action information of the user and setting attribute information indicating a setting attribute of the Beacon terminal, which is preset in the device ID.

3. The marketing system according to claim 1 or 2, further comprising:

and a notification unit that specifies, based on the analyzed user attribute information, related information related to a user of the user attribute information, and displays, when the user terminal and another wireless device perform short-range wireless communication via radio waves, notification information of the specified related information on a video display unit of an electronic device including a digital signage located in the vicinity of the other wireless device in an area where the user terminal exists or a display unit of the user terminal via a network.

4. A marketing method is characterized by comprising:

a first communication step of periodically transmitting, in a user terminal owned by a user, an electric wave including a terminal ID of the user terminal, the electric wave being a short-range wireless communication electric wave;

a second communication step of receiving the short-range wireless communication wave transmitted from a user terminal of a user who enters a predetermined area in a Wi-Fi sensor installed in the area;

a transmission step of transmitting, in the Wi-Fi sensor, communication information including a terminal ID of the user terminal, a device ID of the Wi-Fi sensor, and electric wave intensity classified into a plurality of levels as proximity according to a distance between the user terminal and the Wi-Fi sensor to a server through a network if near-range radio wave communication is performed between the user terminal and the Wi-Fi sensor;

a collection step of collecting, in the server, a time-series change in radio wave intensity of a terminal ID of the communication information with respect to a device ID of the communication information if the communication information is received;

a calculation step of virtually drawing, in the server, a circle or a ring having a radius corresponding to a distance corresponding to the radio wave intensity around a Wi-Fi sensor of the device ID based on the collected radio wave intensity of the terminal ID for the device ID, calculating position information on the circle or the ring as a part of a movement line along which the user moves, and calculating a staying time of the user staying on the part of the movement line based on a temporal change in the radio wave intensity;

an estimation step of estimating, in the server, action information actually taken by the user in an area of the Wi-Fi sensor of the device ID based on the calculated part of the user's action line and the retention time;

an analysis step of analyzing, in the server, user attribute information including a preference of the user based on the estimated action information of the user and setting attribute information indicating a setting attribute of the Wi-Fi sensor which is set in advance in the device ID.

5. A marketing method is characterized by comprising:

a first communication step of receiving an electric wave, which is a short-range radio wave, at a user terminal owned by a user;

a second communication step of periodically transmitting the short-range radio wave including the device ID of the Beacon terminal to the Beacon terminal installed in a predetermined area;

a transmission step of, in the user terminal, transmitting, to a server via a network, communication information including a terminal ID of the user terminal, a device ID of the Beacon terminal, and electric wave strengths as proximity divided into a plurality of levels according to a distance between the user terminal and the Beacon terminal, if near-field radio wave communication is performed between the user terminal and the Beacon terminal;

a collection step of collecting, in the server, a time-series change in radio wave intensity of a terminal ID of the communication information with respect to a device ID of the communication information if the communication information is received;

a calculation step of virtually drawing, in the server, a circle or a ring having a radius equal to a distance corresponding to the radio wave intensity around a Beacon terminal of the device ID based on the radio wave intensity of the collected terminal ID for the device ID, calculating position information on the circle or the ring as a part of a movement line along which the user moves, and calculating a staying time during which the user stays on the part of the movement line based on a temporal change in the radio wave intensity;

an estimation step of estimating, in the server, action information actually taken by the user in the area of the Beacon terminal of the device ID, based on the calculated part of the user's action line and the residence time;

an analysis step of analyzing, in the server, user attribute information including a preference of the user based on the estimated action information of the user and setting attribute information indicating a setting attribute of the Beacon terminal set in advance in the device ID.