1. Technical Field
The instant disclosure relates to an multi-dimensional matchmaking system for optimizing sales based on community, space, time and cost, particularly, to an intelligence system and method involving the combination of the interaction between virtual community and the movement and time in real life, and the expected advertising marketing location of the vendor, in order to achieve maximization of the association between the marketing channel selection and visitor number, thereby efficiently distributing the budget of the vendor to multiple marketing channels and achieving maximum benefit.
2. Description of Related Art
Advertisement marketing contributes to the sales of products. The existing advertisement and supply chain management solution deems the customer as an individual. However, not every person is able to make the purchasing decision on their own. There is studies show that the users are unwilling to believe commercial advertisement but are easily affected by his/her friends for making purchasing decision. The probability for purchasing a product would increase if there are recommendations toward the product made by friends on community network. Therefore, there are plenty of customers depend on the evaluations made by friends on community network for making a purchasing decision.
However, the consideration of selecting the customer marketing channels (such as text, billboard, physical DM, Beacon, etc.) carried out by the vendor does not comprise the factor of community influence. The marketing strategies of the prior arts involve the consideration of the marketing efficiency regarding a “group” to carry out the optimization of marketing store subject selection. The marketing strategies of the prior arts do not consider the marketing efficiency created by the community relationship after marketing to a “single user” and the influence between the marketing strategies and cost. In addition, the existing community marketing strategies focus on online-sale product and pay no attention on the location characteristic and limitation for guiding the customers into the brick and mortar stores. Furthermore, based on geography spatial dimensions, the long-distance subject in the community diffusion effect is not likely to enter the store for purchasing, but there are still opportunities for such person to creating diffusion marketing information.
An exemplary embodiment of the instant disclosure provides a location based community integration matchmaking system, method and computer readable recording media for optimizing sales. The exemplary embodiment of the instant disclosure is able to accommodate with community media, and analyze and obtain the optimum marketing channel adopted to brick and mortar stores, thereby achieving the purpose of maximum visitor number.
An exemplary embodiment of the instant disclosure provides a location based community integration matchmaking system for optimizing sales, comprising a demand receiving and information collecting module, a database module, a customer movement and consumption analyzing module, a community influence and diffusion calculating module and a marketing channel setting optimizing algorithm module. The demand receiving and information collecting module receives an advertisement setting demand applied in an inquired area range, and collects a stores information, obtains a community association and behavior information of a plurality of users, obtains a user behavioral sequential information of the users, and obtains an advertisement location candidate information based on the advertisement setting demand to create a location based network structure diagram. The database module couples to the demand receiving and information collecting module for storing the stores information, the user behavioral sequential information, the community association and behavior information, and an advertising channel mode and channel cost information. The customer movement and consumption behavior analyzing module couples to the demand receiving and information collecting module and the database module for obtaining a behavior pattern of the users in the inquired area range based on the stores information and the user behavioral sequential information. The community influence and diffusion calculating module couples to the customer movement and consumption behavior analyzing module and the database module for calculating a location based community influence degree of each user in the inquired area range toward other location based users in a community based on the behavior pattern of the users and the community association and behavioral information, and calculating an interest domain influence degree of each user toward each interest domain, and obtaining an influence diffusing degree of each user toward each interest domain based on the location based community influence and interest domain influence degree of each user. The marketing channel setting optimizing algorithm module couples to the community influence and diffusion calculating module and the database module, for performing optimization of advertisement setting based on a known influence probability of a plurality of advertisement setting location candidates in the inquired area range toward each user, the influence diffusing degree of each user toward each interest domain and a budget.
An exemplary embodiment of the instant disclosure provides a location based community integration matchmaking method for optimizing sales, comprising: receiving an advertisement setting demand in an inquired area range and collecting a stores information, obtaining a community association and behavior information of a plurality of users, obtaining a user behavioral sequential information of the users and obtaining an advertisement location candidate information based on the advertisement setting demand to create a location based network structure diagram; obtaining behavior patterns of the users in the inquired area range based on the stores information and the user behavioral sequential information; calculating a location based community influence degree of each user in the inquired area range toward other location based users in a community based on the behavior pattern of the users and the community association and behavioral information, and calculating an interest domain influence degree of each user toward each interest domain, and obtaining an influence diffusing degree of each user toward each interest domain based on the location based community influence and the interest domain influence degree of each user; and performing optimization of advertisement setting based on a known influence probability of a plurality of advertisement setting location candidates in the inquired area range toward each user, the influence diffusing degree of each user toward each interest domain and a budget.
An exemplary embodiment of the instant disclosure provides a computer readable recording media, the computer readable recording media records a set of computer executable program, when the computer readable recording media is read by a processor, the processor performs the computer executable program for implementing the steps of the location based community integration matchmaking method as described above.
To sum up, the exemplary embodiment of the instant disclosure provides a location based community integration matchmaking system, method and computer readable recording media for optimizing sales. By the combination of the interaction between virtual community and the movement and time in real life, and the expected advertising marketing location of the vendor, it is able to maximize the association between the multi-marketing channel selection and visitor number, and achieve maximum benefit under limited budget by efficiently distributing the budget into a plurality of marketing channel
In order to further understand the techniques, means and effects of the instant disclosure, the following detailed descriptions and appended drawings are hereby referred to, such that, and through which, the purposes, features and aspects of the instant disclosure can be thoroughly and concretely appreciated; however, the appended drawings are merely provided for reference and illustration, without any intention to be used for limiting the instant disclosure.
The accompanying drawings are included to provide a further understanding of the instant disclosure, and are incorporated in and constitute a part of this specification. The drawings illustrate exemplary embodiments of the instant disclosure and, together with the description, serve to explain the principles of the instant disclosure.
Reference will now be made in detail to the exemplary embodiments of the instant disclosure, examples of which are illustrated in the accompanying drawings. Wherever possible, the same reference numbers are used in the drawings and the description to refer to the same or like parts.
The location based community integration matchmaking system for optimizing sales of the present embodiment is applied to a vendor (or store) advertisement strategy evaluation in an inquired area range. The inquired area range is a geological area, for example, a city, a country or an administration area. Based on the combination of the interaction between virtual community and the movement and time in real life, and the expected advertising marketing location of the vendor, the present embodiment is able to maximum the association between the multi-marketing channel selection and the visitor number, and achieve maximum benefit under limited budget by efficiently distributing the budget into a plurality of marketing channel In the present embodiment, by coordinating with the community network systems, the location based community integration matchmaking system considers the user group (community network system users) having larger influence towards the community network in each marketing channel in the inquired area range, reduces the channel cost of near-saturated influence, increases the budget for channels that has larger influence, and combines and analyzes the movement paths and preferences of user groups in different marketing channels and giving adaptive advertising content decision according to different marketing channels, thereby increasing the number of visitors in each type of user groups. The community network systems may be independently positioned or the platforms thereof may be integrated in the same system. However, the instant disclosure is not limited thereto. Hereinafter, the term “user” represents the user of community network system.
Please refer to
The database module 5 couples to the demand receiving and information collecting module 1. The customer movement and consumption behavior analyzing module 2 couples to the de and receiving and information collecting module 1 and the database module 5. The community influence and diffusion calculating module 3 couples to the customer movement and consumption behavior analyzing module 2 and the database module 5. The marketing channel setting optimizing algorithm module 4 couples to the community influence and diffusion calculating module 3 and the database module 5.
The vendor and associated person which has the need of advertisement strategy evaluation may operate a human-computer interface of the input of the demand receiving and information collecting module 1 for providing the geological location to be evaluated and the product types of the advertisement. For example, when the location based community integration matchmaking system is a network server, the operator of demand input may connect to this network server through terminal interface (or device) (for example, by a browser) for inputting the above demand-associated information. After the demand receiving and information collecting module 1 receives the advertisement setting demand in the inquired area range, it collects the stores information in the inquired area range, obtains the community association and behavior information of a plurality of users, obtains the user behavioral sequential information of the users, and obtain the advertisement location candidate information, for creating a location based network structure diagram. After obtaining the above information, the above information will be stored in the database module 5. Before introducing the above information in detailed, the database module 5 will be introduced below.
The database module 5 comprises a user behavioral sequential database 51, a community association and behavior database 52, an advertisement location database 53 and a stores information database 54. The stores information database 54 is configured to store the stores information, the user behavioral sequential database 51 is configured to store the user behavioral sequential information, the community association and behavior database 52 is configured to store the community association and behavior information, and the advertisement setting database 53 is configured to store the advertisement channel mode and channel cost information.
Next, the details for obtaining of the above information will be discussed below. Please refer to
The stores information collecting unit 11 is configured to obtain the stores information of the inquired area range based on the inquired area range of the demand. The stores information at least comprises the location name, the location longitude and latitude, store type and city name of the store. However, the instant disclosure is not limited thereto. The stores information may be known information. For instance, the operator of the location based community integration matchmaking system may cooperate with the stores in the inquired area range, and collects the information of the cooperated stores in the inquired area range in advance, or the location based community integration matchmaking system may cooperate with community network system vendor for obtaining the store information stored in the community network system. The above process for obtaining stores information is for illustrative purpose only and the instant disclosure is not limited thereto.
The area user community association and behavior establishing unit 12 is configured to obtain the community association of a plurality of users and the browser behavior of the users in the community network system by connecting to the community network system. Then, for example, according the community association and behavior information, the area user community association and behavior establishing unit 12 establishes preference interest information. The behavior information related to the user may be the combination of an integrated consumption, community activity and tracks. The means of connecting the area user community association and behavior establishing unit 12 to the community network system depends on the information connection (or communication structure) of the two systems, and the instant disclosure is not limited thereto. The community association and behavior information comprises friendship diagram represented by function E(ui, uj), and the preference interest information (or refer to the community property diagram) is represented by function E(ui, attk). ui represents the ith user, uj represents the jth user, and attk represents the interest preference of the user ui.
The inquired area range-user movement information collecting unit 13 is configured to obtain area movement records of a plurality of users by connecting to the community network system, and creating the user behavioral sequential information according to the movement records of the users. The user behavioral sequential information may comprises user information, the browsing/using/purchasing tracks records in the past, but the instant disclosure is limited thereto. The movement record is the check-in record on the community network, including check-in user name, check-in location and check-in time. For example, the check-in behavior is represented by c(u, Pi, t), u is the user name, Pi, is the location name, t is the time. However, the instant disclosure is not limited thereto. Please refer to
The candidate location advertisement setting mode selecting unit 14 creates advertisement location candidate information based on the settable advertisement channel mode and channel cost in the inquired area range. Please refer to
According to above, based on the stores information, the community association and behavior information, the user behavioral sequential information and advertisement location candidate information that have been obtained, it is able to create a virtual location based network structure diagram. The location based network structure diagram comprises community level, geological location level, and advertisement mode level. The community level comprises the relationship between the community members and the influence of the community members towards each interest domain, therefore, it is able to understand the attribute of the community members (which are obtained from the check-in or purchase made by the community members). The geological location level and the relationship between the community members are the behaviors of the community members (such as check-in behavior). The advertisement mode level has a plurality of advertisement mode (or mode), and the association between the advertisement mode level and the geological location level are the advertisement location candidate and the advertisement mode thereof. Taking
After obtaining the location based network structure diagram (including stores information, community association and behavior information, user behavioral sequential information and advertisement location candidate information), the customer movement and consumption behavior analyzing module 2 obtains the behavior pattern of the user in the inquired area range based on the stores information and user behavioral sequential information. Please refer to
After obtaining the user behavior pattern, the community influence and diffusion calculating module 3 further analysis and calculate as the following. The community influence and diffusion calculating module 3 comprises community association analyzing unit 31, user preference analyzing unit 32 and weight adjusting unit 33. The weight adjusting unit 33 couples the community association analyzing unit 31 and the user preference analyzing unit 32. The community association and behavior information comprises, for example, the community association between the users (friend, friend's friend, fans), interest, records of attended activities, type of posts (post number, like number, shared number), etc. The community association analyzing module 31 is configured to calculate the influence degree of each user in the inquired area range toward other location based user in the community based on the user behavior pattern and the community association and behavior information stored by the database module 5. The above information of the community may be obtained from the community network system. In the present embodiment, the location based community influence degree of each user toward other location based user in the community may be, for example, the influence degree for other user in the community network to enter a store by each user. However, the instant disclosure is not limited thereto, and the following calculation is merely an example for understanding the instant disclosure. The influence degree for other user in the community network to enter a store by each user is represented by Scoreinfluenece ij, Scoreinfluenece ij=p(ui, uj)/n(ui), wherein p(ui, uj) represents the probability of the user ui and the user uj has spatial-social continuation relationship, n(ui) represents the number of site (location) have been visited by the user ui. The spatial-social continuation relationship may be deemed as a connection from the user ui to his friend uj, which means that ui would visit the location visited by his friend uj. The spatial-social continuation relationship is defined as below:
Therefore, it is able to obtain a continuation relation graph GF=(V, E), V
represents the set of the users, E represents the user connection having spatial-social continuation relationship in V.
Then, the user preference analyzing unit 32 calculates a influence and preference degree of each user toward each interest domain based on the user behavioral sequential information stored by the database 5 and the browser behavior of the user in the community network system, and obtaining the interest domain influence degree of each user toward each interest domain based on the influence and preference degree of each user toward each interest domain. The interest domain influence degree of each user toward each interest domain is determined by the influence of the user ui at interest domain (represented by attribute a), and the preference degree of the user ui toward the interest domain (attribute a). the influence of the user ui at attribute a is:
The preference degree of the user ui toward attribute a is:
The relationship between the user and each interest preference are illustrated above. However, the user preference analyzing unit 32 will only consider the influence degree between the users. Therefore, according to the formula below, the influence relationship of the user between the attributes are converted into the influence relationship between the users. wij represents the influence of users ui having similar interest toward user uj:
After that, the weight adjusting unit 33 performs weight calculation toward the location based community influence degree and interest domain influence degree of each user for obtaining the influence diffusing degree of each user toward each interest domain, the influence diffusing degree is represented by Infij:
In other words, the community influence and diffusion calculating module 3 obtains the influence diffusing degree (Infij) of each user toward each interest domain based on the location based community influence degree (Scoreinfluenece and the interest domain influence degree (wij):
Next, the marketing channel setting optimizing algorithm module 4 performs optimization of advertisement setting based on a known influence probability of a plurality of advertisement setting location candidates in the inquired area range toward each user, the influence diffusing degree (Infij) of each user toward each interest domain and a budget (known from the demand information input by the vendor). Please refer to
The physical location advertisement setting unit 41 obtains the advertisement channel mode and channel cost information from the advertisement location setting database 53. The settable advertisement location candidates assembly information H and the advertisement setting cost fi of each location candidate hi∈H . In addition, based on the insight of the influence diffusion of local customers, it is able to know that regarding a user set U in the target area, each user thereof uj∈U at least would be influenced by the advertisement location hi∈H candidate having a cost cij. The physical location advertisement setting unit 41 may perform “ordering strategy” to find out the more effective location candidate in the target area as an advertisement location. For example, for the purpose of minimize the cost setting, the physical location advertisement setting unit 41 enable all users in the target area at least influenced by a physical advertisement location candidate. In an embodiment, the problem related to physical advertisement location setting selection optimization may be processed by Primal-Dual linear algorithm The original problem are: minimizing the setting cost of the advertisement location candidate
Σh
minimize
Σh
subject to
xij≦yi, ∀hi∈H, ui∈H (2)
xij∈{0,1}, ∀hi∈H, ui∈H (3)
yi∈{0,1}, ∀hi∈H (4)
Σu
maximize
Σu
subject to
αj−βij≦cij, ∀hi∈H, uj∈U (2)
βij≧0, ∀hi∈H, uj∈U (3)
In order to solve the Primal-Dual problem, (x,y) and (α,β) represents the optimal solution of the primal and dual, respectively. Find out the user uj having minimum contribution degree αj:
According to the calculation principle and procedure above, the physical location advertisement setting unit 41 may know which of the user may be influenced by the physical advertisement and the total advertisement setting cost for the advertisement location candidate. For example, for optimizing the advertisement setting, it is able to find out the range that has larger influence in the inquired area. In an embodiment, according to the insight of customer influence diffusing degree mentioned above, it is able to find out the location candidate that has larger influence cmax and the user group D that has maximum influence degree SPmax. In addition, it is able to utilize the physical location advertisement setting unit 41 to optimize different budget setting strategies to influence the maximum visitor number. For example, first, setting budget to physical advertisement locations, and setting budget to broadcasting media such as newspaper, television commercial, broadcast and reputation marketing, etc. The details will be described in the next example.
For instance, giving an advertisement budget B (B=BH+BC). BH: the budget for setting advertisement at physical advertisement location. BC: the budget for setting advertisement at broadcasting media. Proceeding two operators-procedure: {H′,U′}←physical advertisement location setting procedure (H,U,B_H)
Using iterative processing the above two operative procedures repeatedly, and using Dynamic Programming approach to find the optimum solution.
Assuming that σ[n,h] is used for recording the influence maximization location candidate selection procedure for finding the maximum diffusion degree SPmax
BC=0
σ[n+1,h]=max{σ[n,h],SPmax′},
σ[n,h+1]=max{σ[n,h],SPmax′}
When all the state constructions are finished σ[n=0..B,h=0..B]
î=arg max σ[B,î]
σ[B,î] represents optimized budget setting, wherein budget BH=î, budget BC=B−î.
The results achieved by the area marketing channel budget setting optimizing unit 42 is, for example, shown in
Please refer to
In addition, the instant disclosure may also utilize a computer readable recording media to store the computer program of the above location based community integration matchmaking method for optimum sales for processing the above steps. The computer readable recording media may be floppy disks, hard disks, CDs, flash drives, tapes, network accessible database or other storage media having the same function which is well-known to those skilled in the art.
In sum, based on the combination of the interaction between virtual community and the movement and time in real life, and the expected advertising marketing location of the vendor, the location based community integration matchmaking system, method and the computer readable recording media for optimum sales are able to achieve maximization of the association between the marketing channel selection and visitor number under limited advertisement marketing budget, thereby efficiently distributing the budget of the vendor to multiple marketing channel and achieving maximum benefit.
The above-mentioned descriptions represent merely the exemplary embodiments of the instant disclosure, without any intention to limit the scope of the instant disclosure thereto. Various equivalent changes, alternations or modifications based on the claims of instant disclosure are all consequently viewed as being embraced by the scope of the instant disclosure.
Number | Date | Country | Kind |
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104138723 | Nov 2015 | TW | national |