KR20030080797A - The customer relationship management system using settlement history - Google Patents
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Description
본 발명은 고객 관계 관리시스템에 관한 것으로, 더욱 상세하게는 상품의 콘텐츠몰과 전자상거래(이하 프로바이더라함)의 DB 또는 직접판매의 DB에 저장된 고객정보 및 결제정보를 이용하여 구매 고객을 분석 및 분류하고, 이 분석된 결과에 따른 개별 마케팅 기능을 제공함으로써, 프로바이더에서 적합한 콘텐츠 운용 및 관리와 함께 최적의 마케팅정책을 수립할 수 있도록 하여 수익을 크게 향상시키도록 한 결제내역을 이용한 고객 관계 관리시스템에 관한 것이다.The present invention relates to a customer relationship management system, and more particularly, to analyze a purchase customer by using customer information and payment information stored in a DB of a product's content mall and an e-commerce (hereinafter referred to as a provider) or a DB of a direct sale. Classify and provide individual marketing functions according to the analyzed results, so that the provider can set up an optimal marketing policy along with appropriate contents management and management, and manage customer relations using payment history to greatly improve profits. It's about the system.
종래 인터넷 상에서 존재하는 각종 전자 상거래 서비스 시스템에 대해, 웹서버에 남겨진 로그 파일(logfile)로부터 방문자의 행동을 분석하고 그에 따른 사이트의 운영결과를 알려주는 방법에 있어서는 특정 시스템의 서버에 접속한 방문자의웹서버 및 컴퓨터 시스템간의 활동에 관한 기록만을 토대로 분석을 수행하였다.For various e-commerce service systems existing on the Internet, a method of analyzing visitor behavior from a log file left on a web server and informing the result of the operation of a site according to the method of a visitor who accesses a server of a specific system The analysis was conducted based solely on the record of the activity between the web server and the computer system.
이러한 방식은 웹사이트 상에서의 방문자의 시스템 활동에 대한 단순보고만을 나타낼 뿐 방문자의 인구통계학적 특성이나 온라인 행동에 대한 사업가치 즉, 유형별, 거래물품별 또는 금액별로 다양하게 나타나는 거래의 성향을 다차원적으로 개시할 수는 없었다.This approach only represents a simple report of the visitor's system activity on the website, but it also provides a multidimensional view of the propensity of the transaction to vary by type, by type of commodity, or by value for the visitor's demographic characteristics or online behavior. Could not be started.
한편, 이러한 다차원 분석의 결과로 작성된 보고서를 인터넷, 무선통신망 등 새로운 형태의 통신 네트워크에 맞는 방식으로 전달함으로써 언제 어디서든지 사용자에게 새로운 정보를 제공할 필요가 생겨나고 있다.On the other hand, by delivering a report generated as a result of the multi-dimensional analysis in a manner suitable for a new type of communication network, such as the Internet, wireless communication network, there is a need to provide new information to the user anytime and anywhere.
본 발명은 상기한 배경 하에서 안출된 것으로, 본 발명의 목적은 통신망상에서 프로바이더 및 직접판매의 DB에 저장된 고객정보와, 결제정보를 이용하여 구매 고객을 분석 및 분류하고, 이 분석된 결과에 따라 개별적인 마케팅 기능을 제공함으로써, 프로바이더에 적합한 콘텐츠 운용 및 관리와 함께 최적의 마케팅정책을 수립할 수 있도록 하여 수익을 크게 향상시키도록 한 결제내역을 이용한 고객 관계 관리시스템을 제공하는 것에 있다.The present invention has been made under the above-mentioned background, and an object of the present invention is to analyze and classify purchase customers by using customer information and payment information stored in a DB of a provider and direct sales in a communication network, and according to the analyzed result. By providing an individual marketing function, it is possible to provide a customer relationship management system using a payment history that greatly improves profits by establishing an optimal marketing policy together with contents management and management suitable for a provider.
이와 같은 목적을 달성하기 위한 본 발명은, 통신망을 통하여 서비스제공자의 DB에 저장된 결제관련 데이터를 이용하는 전자상거래 서비스 시스템의 운영특성을 분석하는 시스템에 있어서, 상품을 직접판매 후 수작업에 의한 상품에 정보를 입력한 서버를 구비한 직접판매소 및 상기 서비스제공자의 DB에 저장된 결제관련 데이터와, 저장된 고객정보 및 상품정보 관련데이터를 로드하여 저장하는 DW 데이터 웨어하우스; 상기 DW 데이터 웨어하우스에 저장된 결제정보 데이터와, 고객정보 및 상품정보 데이터를 이용하여 소정의 분석을 수행하는 DM 데이터 마트; 고객관리에 필요한 기초통계를 분석하는 기초통계분석수단; 상기 서비스제공자의 DB의 결제정보 데이터와 프로바이더의 DB의 고객정보 및 상품정보 데이터를 통합하여 상기 DW 데이터 웨어하우스를 구축하고, OLAP 등 분석에 필요한 데이터마트를 구성하여 상기 DM 데이터 마트를 구축 제어하는 DB통합구축수단; 상기 데이터 분석결과를 적용할 수 있도록 프로바이더의 콘텐츠를 관리하는 콘텐츠관리수단; 상기 DM 데이터 마트에서 생성된 데이터를 활용하여 3차원까지의 통계분석과 그에 따른 그래프를생성하는 통계분석 및 그래픽생성수단; 상기 DM 데이터 마트에서 생성된 데이터를 이용하여 매출추이를 분석하고, 매출을 예측하며, 고객군을 분석 및 분류관리하는 고객분석 및 관리수단; 분석된 결과의 적용하여 마케팅을 수행하는 마케팅수단; 및 결과보고자료를 생성하여 출력하는 출력수단;을 포함하여 된 것을 특징으로 하는 결제내역을 이용한 고객 관계 관리시스템에 의하여 달성된다.The present invention for achieving the above object, in the system for analyzing the operating characteristics of the electronic commerce service system using the payment-related data stored in the DB of the service provider through a communication network, information on the goods by manual sales after direct sales A DW data warehouse for loading and storing payment related data stored in the DB of the service provider and the direct sales office having a server inputted therein, and stored customer information and product information related data; A DM data mart that performs predetermined analysis by using payment information data stored in the DW data warehouse, customer information, and product information data; Basic statistical analysis means for analyzing basic statistics necessary for customer management; Construct the DW data warehouse by integrating the payment information data of the service provider DB and the customer information and product information data of the provider DB, and constructing and controlling the DM data mart by configuring a data mart for analysis such as OLAP. DB integrated building means; Content management means for managing a content of a provider to apply the data analysis result; Statistical analysis and graphic generating means for generating statistical analysis and graphs according to three dimensions using data generated in the DM data mart; Customer analysis and management means for analyzing sales trends, predicting sales, and analyzing and classifying customer groups using data generated in the DM data mart; Marketing means for performing marketing by applying the analyzed result; And output means for generating and outputting the result report data. It is achieved by the customer relationship management system using the payment history.
도 1은 본 발명에 따른 결제시스템을 이용한 고객관리 시스템의 구성도,1 is a configuration diagram of a customer management system using a payment system according to the present invention;
도 2는 본 발명에 따른 기초통계분석수단이 수행하는 과정을 도시한 순서도,2 is a flowchart showing a process performed by the basic statistical analysis means according to the present invention;
도 3은 본 발명에 따른 고객분석 및 관리수단이 수행하는 과정을 도시한 순서도이다.3 is a flowchart illustrating a process performed by the customer analysis and management means according to the present invention.
<도면의 주요부분에 대한 부호의 설명><Description of Symbols for Main Parts of Drawings>
100: 고객200: 프로바이더(콘텐츠제공자)100: customer 200: provider (content provider)
300: 서비스제공자400: PG300: service provider 400: PG
500: 대금결제기관600 : 직접거래소500: Payment Agency 600: Direct Exchange
700: DW 데이터 웨어하우스800: DM 데이터 마트700: DW Data Warehouse 800: DM Data Mart
900: 고객관리서버910: 기초통계분석수단900: customer management server 910: basic statistical analysis means
920: DB통합수단930: 콘텐츠관리수단920: DB integration means 930: content management means
940: 통계분석 및 그래픽생성수단950: 고객분석 및 관리수단940: statistical analysis and graphic generation means 950: customer analysis and management means
960: 마케팅수단970: 출력수단960: marketing means 970: output means
이하, 첨부된 도면에 의거하여 본 발명을 보다 상세히 설명한다.Hereinafter, the present invention will be described in detail with reference to the accompanying drawings.
첨부도면 도 1은 통신망상의 결제시스템에 연계된 본 발명에 따른 고객관리시스템을 나타내는 구성도로써, 유료 콘텐츠(이하 상품도 포함한다)를 서비스 받기를 희망하는 고객(100)이 PC를 통해 해당 프로바이더(200)의 서버에 접속한다. 따라서 상기 프로바이더(200)는 상기 고객(100)에게 결제수단을 안내하면 고객(100)은 신용카드, 계좌이체, 휴대폰 등의 결제수단을 선택한다.1 is a block diagram showing a customer management system according to the present invention linked to a payment system on a communication network, wherein a customer 100 who wishes to receive paid contents (including the following goods) is provided through a PC. The server of the provider 200 is connected. Therefore, when the provider 200 guides the payment method to the customer 100, the customer 100 selects a payment method such as a credit card, an account transfer or a mobile phone.
상기 결제수단이 선텍되면 프로바이더(200)는 결제시스템제공자(300)에게 결제 승인을 요청하게 된다. 그리하면, 상기 서비스제공자(300)는 통신사인 PG(400)로 고객인증을 요청하고, 상기 PG(400)는 결제암호를 고객(100)의 단말기 즉, PC 혹은 휴대폰 및 전화 등으로 전송하여 거래를 마치면 상기 거래에 대한 정보가 프로바이더(200)와 결제시스템제공자(300)에 저장된다.When the payment method is selected, the provider 200 requests payment approval from the payment system provider 300. Then, the service provider 300 requests the customer authentication to the communication company PG (400), the PG 400 transmits the payment password to the terminal of the customer 100, that is, a PC or a mobile phone and a telephone, etc. When finished, information about the transaction is stored in the provider 200 and the payment system provider 300.
전술된 바와 같이 상품구매의 일예로 전자상거래시를 설명하고 있으나 현재는 전자상거래에 의한 상품구매 보다는 상품을 진열한 상점에 직접 방문하여 구매하는 직접판매방법이 주를 이루고 있으므로 상품을 직접판매소(600)에서 상품의 판매후 판매된 상품에 대한 정보 예컨데, 연령층, 성별, 시간대, 날씨 등의 정보를 PC에 입력 저장한다.As described above, e-commerce is described as an example of purchasing a product, but the direct sales method of purchasing goods by directly visiting the shops and purchasing the goods rather than purchasing goods by e-commerce is mainly performed. ) Information about the product sold after the sale of the product, for example, information such as age group, gender, time zone, weather, etc. is input to the PC.
표시기호 700은 DW 데이터 웨어하우스(DW Data Warehouse)로서, 상기 서비스제공자(300)의 DB에 저장된 결제관련 데이터와, 프로바이더(200)의 DB에 저장된 고객정보나 상품정보 관련데이터를 로드하여 저장한다.Symbol 700 is a DW data warehouse, and loads and stores payment related data stored in the DB of the service provider 300 and customer information or product information related data stored in the DB of the provider 200. do.
표시기호 800은 DM 데이터 마트(DM Data Mart)로서, 상기 DW 데이터 웨어하우스(700)에 저장된 결제정보 데이터와 고객정보( 및 상품정보) 데이터를 이용하여 일련의 분석을 수행한다.The symbol 800 is a DM data mart and performs a series of analyzes using payment information data and customer information (and product information) data stored in the DW data warehouse 700.
표시기호 900은 고객관리서버로, 고객관리에 필요한 기초통계를 분석하는 기초통계분석수단(910)과, 서비스제공자(300)의 DB의 결제정보 데이터와 프로바이더(200)의 DB의 고객정보 및 상품정보 데이터를 통합하여 DW 데이터 웨어하우스(700)를 구축하고, OLAP(On-Line Analysis Processing) 등 분석에 필요한 데이터마트(Date Mart)를 구성한 DM 데이터 마트(800)을 구축하는 DB통합구축수단(920)과, 데이터 분석결과를 적용할 수 있도록 콘텐츠를 관리하는 콘텐츠관리수단(930)과, 상기 DM 데이터 마트(800)에서 생성된 데이터를 활용하여 3차원까지의 통계분석과 그에 따른 그래프를 생성하는 통계분석 및 그래픽생성수단(940)과, 상기 DM 데이터 마트(800)에서 생성된 데이터를 이용하여 매출추이를 분석하고, 매출을 예측하며, 고객군을 분석 및 분류관리하는 고객분석 및 관리수단(950)과, 분석된 결과의 적용을 위해 각종 도구(E-mail, 콘텐츠 변경,DM(우편발송)등)를 이용하여 마케팅을 수행하는 마케팅수단(960)과, 보고자료를 생성하여 출력하는 출력수단(970)으로 구성된다.Symbol 900 is a customer management server, the basic statistical analysis means 910 for analyzing the basic statistics necessary for customer management, the billing information data of the DB of the service provider 300 and the customer information of the DB of the provider 200 and DB integrated construction means by integrating product information data to build DW data warehouse 700 and DM data mart 800 that consists of data mart (Date Mart) for analysis such as OLAP (On-Line Analysis Processing) 920, content management means 930 for managing content so that data analysis results can be applied, and statistical analysis up to three dimensions using the data generated by the DM data mart 800 and a graph thereof. Customer analysis and management means for analyzing the sales trend, predicting sales, analyzing and classifying the customer group by using the statistical analysis and graphic generating means 940 to generate and the data generated in the DM data mart 800 ( 950), marketing means 960 for marketing by using various tools (e-mail, contents change, mail delivery, etc.) for application of the analyzed result, and output for generating and outputting report data. Means 970.
상기 기초통계분석수단(910)은 상기 서비스제공자(300)의 DB를 통해 결제정보들의 현황을 파악하게 되는데, 도 2에 도시된 바와 같이, 다양한 결제수단(신용카드, 계좌이체, ARS, 휴대폰 등)을 통한 결제결과를 조회하는 단계(S41)와, 정산결과 조회를 통하여 매출현황을 파악하는 단계(S42)와, 시간별로 매출결과를 파악 및 분석하는 단계(S43)와, 매출분석에 따른 마케팅을 기획하고 합리적인 의사를 결정하는 단계(S44)를 포함하게 된다.The basic statistical analysis means 910 to determine the status of the payment information through the DB of the service provider 300, as shown in Figure 2, various payment means (credit card, account transfer, ARS, mobile phone, etc.) Step (S41) of retrieving the payment result through the step (S41), checking the sales status through the settlement result inquiry (S42), identifying and analyzing the sales result by time (S43), and marketing according to the sales analysis Planning and making a rational decision (S44).
또한, 상기 통계분석 및 그래픽생성수단(940)은 상기 DM 데이터 마트(800)에서 생성된 데이터를 활용하여, 다양한 관점에서 현황을 파악하고 추이를 분석하게 되는데, 현황 파악보다 현재의 상황이 어떻게 진행되어 왔는지 어떻게 진행될지를 파악하며, 1,2,3차원 분석을 통해 다양한 형태의 리포트 및 그래프를 생성한다. 예를 들어, 1차원 분석은 상품 카테고리별 분석, 2차원 분석은 상품 카테고리 + 연령대별 분석, 3차원 분석은 상품 카테고리 + 연령별 + 결제수단별 분석이다.In addition, the statistical analysis and graphic generating means 940 utilizes the data generated by the DM data mart 800 to grasp the current situation and analyze the trend from various perspectives. It understands how it has been done and how it will proceed, and generates various forms of reports and graphs through 1,2,3D analysis. For example, one-dimensional analysis is analysis by product category, two-dimensional analysis is analysis by product category + age group, and three-dimensional analysis is analysis by product category + age + payment method.
상기 고객분석 및 관리수단(950)은 고객군을 이용하여 현재 프로바이더의 고객군이 어떤 특성을 가지고 있는지를 파악하게 되는 데, 고객군(예: 우수 고객군)의 비율이 기간에 따라 어떻게 변화하고 있는지를 파악함으로써 타겟 마케팅을 가능하게 한다. 또한, 고객군 간의 고객이동경로분석을 통해 모든 고객을 우수고객으로 끌어들이기 위한 마케팅 전략 수립에 도움을 주게 된다.The customer analysis and management means 950 determines the characteristics of the current provider's customer group using the customer group, and how the ratio of the customer group (for example, the excellent customer group) changes over time. Thereby enabling targeted marketing. In addition, through the analysis of customer movement paths among customer groups, it helps to establish a marketing strategy to attract all customers to excellent customers.
또한, 상기 고객분석 및 관리수단(950)의 고객군 분석은 도 3에 도시된 바와같이, 휴면고객을 분석하는 단계(S51)와, 구매고객의 이탈기간을 분석하는 단계(S52)와, 고객의 첫 구매를 분석하는 단계(S53)와, 고객의 사회인구 통계학적 분석단계(S54)를 포함한다.In addition, the customer group analysis of the customer analysis and management means 950, as shown in Figure 3, the step of analyzing the dormant customer (S51), the step of analyzing the departure period of the purchase customer (S52), and Analyzing the first purchase (S53), and the customer's social demographics analysis step (S54).
또한, 주간 또는 월간별 판매액에 대한 예측정보를 생성한다. 이는 이동평균(moving average) 및 다중회귀분석(regression)을 이용한 판매액 예측이다.In addition, it generates forecast information for the weekly or monthly sales amount. This is sales forecasting using moving average and multiple regression.
또한, 특정상품을 구매한 고객들과 비슷한 성향(유사도)을 가진 사람들이 구입한 물건들을 추천해주거나, 상품간 또는 상품군 뿐만 아니라 사회통계학적요인, 사이트 방문 로그(Log) 등을 근거로 하여 고객이 가장 원할 것으로 보이는 상품들을 추천해주는 방식을 포함한다.In addition, people who have a similar tendency (similarity) to customers who purchased a particular product can recommend products purchased, or based on social statistics, site visit logs, etc. Include ways to recommend the products that you most want.
상기 마케팅수단(960)은 마케팅 전략에 따라 고객군 분석, 상관 분석 등을 통해 선택된 사용자 그룹에서 E-mail을 통한 마케팅 활동을 제어한다.The marketing means 960 controls marketing activities through e-mail in the selected user group through analysis of customer group and correlation analysis according to a marketing strategy.
이와 같이 구성되는 본 발명은, 고객(100)이 프로바이더(200)의 콘텐츠를 서비스 받으면서 발생되는 대금결제 관련 데이터가 서비스제공자(300)의 DB에 저장되고, 동시에 프로바이더(300)의 DB에 저장되는 고객정보와 콘텐츠(상품) 정보가 DW 데이터 웨어하우스(700)에 로드 축적된다.In the present invention configured as described above, the payment related data generated while the customer 100 receives the contents of the provider 200 is stored in the DB of the service provider 300 and simultaneously stored in the DB of the provider 300. The stored customer information and content (commodity) information is loaded and accumulated in the DW data warehouse 700.
이와 같이, 저장된 결제정보와 고객 및 상품정보는 고객관리서버(900)의 통제로 DM 데이터 마트(800)로 전송되고, 상기 DM 데이터 마트(800)에 이송된 결제정보 데이터와 고객정보 및 상품정보 데이터는 고객관리서버(900)의 DB통합구축수단(920)에 의해 구축된다.As such, the stored payment information and the customer and product information are transmitted to the DM data mart 800 under the control of the customer management server 900, and the payment information data, the customer information, and the product information transferred to the DM data mart 800. The data is constructed by the DB integrated building means 920 of the customer management server 900.
상기 DM 데이터 마트(800)에서 생성된 데이터는 통계분석 및 그래픽생성수단(940)에 의해 3차원까지 다양하게 통계 분석되고, 또 고객분석 및 관리수단(950)은 분석된 데이터를 이용하여 매출추이를 분석하고, 매출을 예측하며, 고객군을 분석 및 분류 관리하게 된다.The data generated in the DM data mart 800 is statistically analyzed in various ways up to three dimensions by the statistical analysis and graphic generating means 940, and the customer analysis and management means 950 uses the analyzed data to generate sales trends. To analyze sales, forecast sales, and analyze and classify customer segments.
이와 같이 분석된 자료는, 결과적으로 구매 고객을 분석 및 분류하게 되고, 이 분석된 결과에 따른 고객별 개별 마케팅이 가능하게 된다.As a result, the analyzed data may analyze and classify the purchasing customer, and individual marketing for each customer may be performed according to the analyzed result.
따라서, 고객관리서버(900)는 상기와 같이 생성된 결과를 마케팅수단(960)을 이용하여 콘텐츠제공자가 적합한 콘텐츠 운용 및 관리와 함께 최적의 마케팅정책을 수립할 수 있도록 전송하여 준다. 또한, 고객(100)에게 개별적으로 마케팅 전송을 수행할 수도 있게 된다.Therefore, the customer management server 900 transmits the result generated as described above using the marketing means 960 so that the content provider can establish an optimal marketing policy together with appropriate content operation and management. In addition, it is also possible to perform marketing transmission to the customer 100 individually.
이상에서와 같이, 본 발명은 소정의 결제시스템과 연계하여 상품, 컨텐츠를 판매하는 프로바이더에서 제공하는 데이터베이스(DB)에 저장된 고객정보와, 결제정보를 이용하여 구매 고객을 분석 및 분류하고, 이 분석된 결과에 따른 개별 마케팅 기능을 제공함으로써, 상품, 컨텐츠를 판매하는 상점 또는 콘텐츠몰이 적합한 콘텐츠 운용 및 관리와 함께 최적의 마케팅정책을 수립할 수 할 수 있으며, 또한 우수고객의 확보와 유지, 고객 이탈의 최소화, 잠재고객의 활성화, 평생고객가치의 제고, 효율적인 의사결정 등을 통한 매출증대 효과가 있다.As described above, the present invention analyzes and classifies the purchaser by using customer information stored in a database (DB) provided by a provider who sells goods and contents in connection with a predetermined payment system, and payment information. By providing individual marketing functions according to the analyzed results, it is possible to establish an optimal marketing policy along with proper operation and management of the product or store that sells products and contents, and to secure and maintain excellent customers. Sales increase through minimizing departures, activating prospects, enhancing lifetime customer value, and making effective decisions.
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