MARKETING MEASURES OPTIMIZER, METHOD AND PROGRAM

PROBLEM TO BE SOLVED: To provide a marketing measures optimizer capable of supporting implementation of a marketing measures according to a target such as sales, profit and the like.SOLUTION: The marketing measures optimizer includes: a KPI selection section that selects a KPI (key performance indicator) which is a quantitative evaluation index of the marketing measures; a target setting section that sets a target value of the KPI; a measure response ratio calculation section that calculates a prediction value of the KPI as a measure response ratio in the marketing by using a coefficient relevant to a basic attribute of clients which is included in the client profile database while referring to a previously implemented marketing measures cases; and an optimum measure recommendation section that, when the prediction value of the KPI exceeds the KPI target value, recommends implementation of a marketing measures.SELECTED DRAWING: Figure 2 【課題】売上や利益等の目標に応じたマーケティング施策の実施を支援する。【解決手段】マーケティング施策最適化装置は、マーケティング施策の定量的な評価指標であるKPIを選択するKPI選択部、KPIの目標値を設定する目標値設定部、顧客プロファイルデータベースに含まれる顧客の基本属性に係る係数を用い、マーケティングの施策反応率であるKPIの予測値を、過去に実施したマーケティング施策事例を参照して算出する施策反応率算出部、及び、KPIの予測値がKPIの目標値を超えるときに、マーケティングの施策の実施を推薦する最適施策推薦部を有する。【選択図】 図２