MARKETING METHOD AND SYSTEM BASED ON INFORMATION ENTROPY OF BEHAVIOR DATA

摘要

PROBLEM TO BE SOLVED: To provide a marketing method and system in which the behavior data concerning the purchasing trend of users is quantitatively calculated as entropy and the time change is measured, and thereby the long-term change of the users becoming targets is captured to estimate a current state.;SOLUTION: A marketing method is characterized by estimating a purchasing trend of commodities or services of the present invention based on information entropy of the behavior data of purchasers. The marketing method includes: a step of generating an information transition probability matrix concerning the commodities or services as probability to purchase other commodities or services; a step of calculating the entropy (average information content) as the uncertainty of the transition probability matrix; a step of determining the change of the entropy by calculating the entropy again for the same commodity or service when arriving at a predetermined time; and a step of extracting new commodities or services from a database based on the determination of the change of the entropy.;SELECTED DRAWING: Figure 8;COPYRIGHT: (C)2017,JPO&INPIT