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WO2018160092A1 - Procédé pour dresser le portrait d'un client - Google Patents

Procédé pour dresser le portrait d'un client Download PDF

Info

Publication number
WO2018160092A1
WO2018160092A1 PCT/RU2017/000261 RU2017000261W WO2018160092A1 WO 2018160092 A1 WO2018160092 A1 WO 2018160092A1 RU 2017000261 W RU2017000261 W RU 2017000261W WO 2018160092 A1 WO2018160092 A1 WO 2018160092A1
Authority
WO
WIPO (PCT)
Prior art keywords
client
portrait
information
constructing
image
Prior art date
Application number
PCT/RU2017/000261
Other languages
English (en)
Russian (ru)
Inventor
Илья Антонович БАКОВ
Михаил Антонович БАКОВ
Юлия Олеговна КОЛМОГОРОВА
Евгений Игоревич КОМОЦКИЙ
Борис Алексеевич ФАДИЧЕВ
Олег Васильевич ФЕДОТОВ
Original Assignee
Общество с ограниченной ответственностью "Рилейшн Рейт"
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Общество с ограниченной ответственностью "Рилейшн Рейт" filed Critical Общество с ограниченной ответственностью "Рилейшн Рейт"
Publication of WO2018160092A1 publication Critical patent/WO2018160092A1/fr

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0201—Market modelling; Market analysis; Collecting market data

Definitions

  • the claimed invention relates to the field of marketing, namely to obtaining information about a person and can be used to provide individual advertising to a client based on information about him, as well as to implement other marketing tasks.
  • determining advertising for a client includes selecting a client from among users of a social network, determining the visual information associated with the client on an information resource, analyzing visual information (determining on images of people, objects, the place where the photo was taken), creating advertising products and services that may be of interest to the client.
  • a known method of obtaining information about a client which includes selecting a client from among those that are connected to a specific information resource, determining visual information related to the client on the information resource to which the client is connected, determining social status and interests of the client based on visual information associated with it.
  • visual information refers to photo and video information, the analysis of which allows you to determine gender, age, marital status, as well as other information about the client.
  • a method for constructing a portrait of a client includes selecting a client to obtain his image, determining information resources with information about the client by comparing the client’s images with images on information resources, analyzing the selected information resources and creating a portrait of the client.
  • the client’s choice is made on the basis of some existing identification data that allows obtaining client’s images from one of the information resources, after which other resources with client information are automated, analyzed and the client’s portrait is made [Application for invention WO Ns2013063537, priority date 10.27.2012, publication date 05/02/2013].
  • the advantage of the prototype is the ability to quickly search for information resources with customer data and build a portrait of the client, which allows you to effectively solve the marketing problems of online stores or companies selling directly through social networks.
  • the disadvantage of the prototype is the lack of the ability to automatically select a client and create a customer base for offline sales points, since the customer makes a purchase at an offline sales point without having to provide identification data, for example, phone number, e-mail address, F.I. 0., photograph, etc.
  • Obtaining identification data requires manual collection, development and use of marketing tools, which greatly complicates the process and narrows the customer base, since there is a high probability that the client will refuse to provide the required identification data.
  • this method does not provide a high quality analysis of the activity and interests of the client, as well as the relevance of the received portrait of the client, since it is formed solely on the basis of information resources that may contain false information contrary to the real interests of the client.
  • the technical problem to be solved by the claimed invention is aimed at expanding the field of application of methods for constructing a portrait of a client while improving the quality of the portrait of a client.
  • the technical result is to enable automated customer selection and the formation of a customer base for offline sales points while increasing the information content and completeness of the client's portrait.
  • the method of constructing a portrait of a client includes selecting a client to obtain his image, determining information resources with information about the client by comparing the client’s image with images on information resources, analyzing the selected information resources and creating a portrait of the client.
  • the client is selected with his image obtained by video recording the client at the offline sales point, and the portrait of the client is accompanied by an analysis of the client's behavior at the offline sales point.
  • the client is selected with his image obtained by video recording the client at an offline sales point.
  • a client’s video recording at an offline sales point is a recording of people appearing in the visibility range of video recording tools located at an offline sales point, with the subsequent transfer of the received visual information to the server.
  • Visual information is a video sequence consisting of still images of frames), which are processed by the server.
  • the transmission of the received visual information to the server can be performed both via wired and wireless data transmission channels or by any other known methods.
  • the video recording means may be known means for capturing and subsequently reproducing video data, for example, digital video cameras or television and transmitting cameras. The number of video recorders and their location may vary depending on the required visibility range.
  • An offline sales point means a place where a customer encounters a product (product or service), for example, a supermarket, an electronics store, a dental clinic, a bank branch, a restaurant, etc., as well as shopping centers in general, chain stores fairs, markets and more.
  • a product product or service
  • an offline sales point may include a territory located outside the customer’s direct contact with the product, for example, a common area near the entrance to an offline sales point, as well as near offline sales points of competing organizations, which allows record potential customers who have not previously entered the territory of direct contact of the client with the product.
  • Obtaining a client’s image is to identify the primary image of the client from the visual information video sequence, convert it into a form convenient for use, processing, transfer and storage by server processing devices, enter the client’s image into the database for further comparison with images on information resources.
  • Identification of the primary image of the client and its conversion into a form convenient for the processing means of the server can be performed using well-known methods of facial recognition based on visual information, for example, the method of constructing a three-dimensional model of the face, the method of constructing the face structure, neural network methods of face recognition, methods of constructing active models of forms or appearance and any other similar methods.
  • the client’s image can be entered into the database after comparing it with the customer’s images previously entered into the database, in this case, the client’s image will be added to the database only if a similar client image is not found in the database, which reduces the likelihood of repeated entering the same client into the database.
  • the definition of information resources with information about the client is carried out by comparing the image of the client with the images on the information resources.
  • Information resources are web resources that can contain user profiles with their images, information about them and their activity on a web resource, for example, social networks, new media.
  • Web resources are a page or a set of pages posted on the Internet, which can include both text and graphic information, as well as multimedia components.
  • a user profile is a page or a set of pages related to one user on which he publishes various information about himself and his interests, for example, a user posting an entry on a profile web page in the social network “vk.com”, subscribing a user profile to receive news about another profile on the youtube.com video hosting site or about a group on the digital distribution platform for computer games and steam.com programs and other web resources.
  • Access to information resources can be achieved through online access to information resources, for example, using an Internet connection, or by offline access to information resources located on a server, for example, using caching.
  • Comparing a client’s image with images on information resources includes comparing a client’s image with images in user profiles, converted to a view corresponding to the type of client’s image entered in the database, searching for an image on user profile pages containing a fragment most similar to the client’s image and assigning it to the image client in the database of the corresponding user profiles.
  • Assigning a customer image to a user profile database is a process in which the profile web pages on which images were found that are most similar to the customer’s image, are entered into the database as pages related to one image of the client and providing the ability to analyze information presented on information resources.
  • the analysis of information resources with information about the client is an analysis of the activity, interests and construction of the psychological portrait of the client based on the information posted in the user profiles found and assigned to the client, for example, publications produced by the user, groups that interest the user, user notes about the interest or information.
  • Identification of the user's activity and interests can be made by conducting socio-demographic analysis, semantic and morphological lexical analysis, analysis of interests, as well as other well-known methods of obtaining information about a person.
  • a psychological portrait can be built by combining the information obtained about the profile and applying psychological analysis to it, for example, by conducting a factor analysis, constructing a typological model or social graph, as well as other methods for constructing a psychological portrait.
  • the formation of the client’s portrait is accompanied by an analysis of the client’s behavior at the offline sales point, which implies the integration of the data obtained by analyzing information resources with customer information and the data obtained by analyzing the client’s behavior at the offline sales point, with subsequent assignment of the generated client portrait to the client’s image in the database.
  • a client’s portrait is a list of information about a client that allows us to make a conclusion about what type of information, in what form, relating to which product may interest him.
  • Such information can, for example, include such parameters as the place of work, habits, how he makes a decision and what he buys, as well as other parameters.
  • An analysis of customer behavior at an offline sales point is a constant tracking and analysis of actions performed by the customer in the video visibility range and providing the ability to obtain additional information about the customer.
  • Such actions may include the appearance of video recording means in the visibility zone, being in a certain zone (for example, in a department with a certain type of goods or services), and showing interest in various goods, completed transactions (their quantity, prescription, type and amount), facial expressions, verbal and non-verbal signals, etc.
  • a client is selected with his image obtained by video recording in an offline sales point, which eliminates the need to attract human resources and simplifies the process of forming a customer base for an offline sales point, while increasing the reliability and quality of the received customer sample.
  • the formation of a customer portrait is accompanied by an analysis of customer behavior at an offline sales point, which reduces the risk of obtaining false customer information and takes into account real customer behavior.
  • the above signs ensure the achievement of a technical result consisting in the possibility of automated customer selection and the formation of a customer base for offline sales points while increasing the information content and completeness of the client’s portrait, thereby expanding the scope of methods for constructing a client’s portrait while improving the quality of the client’s portrait.
  • the claimed invention can be performed using known means and technologies, which allows us to conclude that it meets the patentability criterion of "industrial applicability".
  • the method of constructing a portrait of a client is as follows.
  • the home appliance store was equipped with video cameras, while part of the cameras was installed inside the store, and the other part was near the entrance so that the camera ensured the visibility of people inside the store and people entering and leaving it.
  • the client went into the store and was in the video camera visibility range, the video cameras recorded the client, visual information from the video cameras was transmitted to the server, where the primary image of the client was determined from the video sequence using the neural network method of face recognition, and then converted to a numerical code.
  • the obtained numerical code for the client’s image was compared with the numerical codes previously entered into the database, since no similar numerical code was found during the comparison, the numerical code for the client’s image was entered into the database.
  • information resources with customer information were determined by comparing the numerical code of the customer’s image with the numerical codes of images placed in user profiles on information resources and obtained by converting primary images posted in user profiles on information resources.
  • profiles containing numerical image codes similar to the numerical code of the client’s image were found on the vk.com, twitter.com and youtube.com web resources, which allowed us to conclude that the user to which the discovered profiles belong is the client.
  • the detected profiles on web resources were entered into the database and assigned to the numerical code of the client image.
  • Integration of the information obtained by analyzing information resources related to the client and analyzing his behavior in the store made it possible to build a portrait of the consumer with the following parameters:
  • the constructed portrait of the consumer made it possible to determine that the client is interested in a technique that allows working in remote places, due to the specifics of his work, namely, a new laptop, in addition, an analysis of the profile on the youtube.com web resource made it possible to make assumptions about preferred laptop models. Moreover, the socionic type and education of the client suggests that it is very important for him to be fully aware of the characteristics and possible operating conditions of the product. Thus, the constructed portrait of the consumer allowed us to conclude that the client should be provided with advertising information related to laptops, cameras and accessories for them, also taking into account the fact that the client is more focused on the technical characteristics of the product.
  • the client was sent an advertisement of several laptop models to the user profile on the vk.com web resource, in which the possibility of their long battery life, as well as a unique installment offer, was emphasized.

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  • Business, Economics & Management (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Game Theory and Decision Science (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Data Mining & Analysis (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Information Retrieval, Db Structures And Fs Structures Therefor (AREA)

Abstract

L'invention appartient au domaine du marketing et plus précisément à l'obtention d'informations sur la personne et peut être utilisée pour fournir une publicité individuelle à un client basée sur les informations sur lui et pour réaliser d'autres objectifs de marketing. Le procédé pour dresser le portrait d'un client consiste à sélectionner le client, obtenir son image, déterminer les ressources d'informations avec les informations sur le client en comparant les images du client à celles présentes sur des ressources d'informations et à former un portrait du client. A la différence du prototype, le choix du client avec obtention de son image par enregistrement vidéo du client dans le point de vente hors ligne, et la formation du portrait du client est accompagné par l'analyse du comportement du client dans le point de vente hors ligne. Le résultat technique peut consister à offrir la possibilité d'un choix automatique de client et de formation d'une base de clients pour des points de vente hors ligne ainsi que d'augmenter simultanément la richesse en termes d'informations et la complétude du portrait du client.
PCT/RU2017/000261 2017-03-01 2017-04-24 Procédé pour dresser le portrait d'un client WO2018160092A1 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
RU2017106867A RU2647689C1 (ru) 2017-03-01 2017-03-01 Способ построения портрета клиента
RU2017106867 2017-03-01

Publications (1)

Publication Number Publication Date
WO2018160092A1 true WO2018160092A1 (fr) 2018-09-07

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PCT/RU2017/000261 WO2018160092A1 (fr) 2017-03-01 2017-04-24 Procédé pour dresser le portrait d'un client

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RU (1) RU2647689C1 (fr)
WO (1) WO2018160092A1 (fr)

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN110992111A (zh) * 2019-12-17 2020-04-10 上海德拓信息技术股份有限公司 基于大数据的投保人用户画像挖掘方法
CN114692752A (zh) * 2022-03-30 2022-07-01 中国农业银行股份有限公司 客户画像构建方法及装置、存储介质及电子设备

Families Citing this family (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
RU2724789C2 (ru) * 2018-03-30 2020-06-25 Акционерное общество "Лаборатория Касперского" Способ формирования множества профилей сотрудников контрагента для оценки сделки на предмет конфликта интересов

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US20130266925A1 (en) * 2012-01-30 2013-10-10 Arizona Board Of Regents On Behalf Of The University Of Arizona Embedded Conversational Agent-Based Kiosk for Automated Interviewing
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Cited By (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN110992111A (zh) * 2019-12-17 2020-04-10 上海德拓信息技术股份有限公司 基于大数据的投保人用户画像挖掘方法
CN110992111B (zh) * 2019-12-17 2024-02-27 上海德拓信息技术股份有限公司 基于大数据的投保人用户画像挖掘方法
CN114692752A (zh) * 2022-03-30 2022-07-01 中国农业银行股份有限公司 客户画像构建方法及装置、存储介质及电子设备

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