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Webマーケティング業務のデータサイエンス ざっくり編 / data science i...
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jeey
April 17, 2020
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Webマーケティング業務のデータサイエンス ざっくり編 / data science in web marketing business (Big Picture)
オンラインLT会第1回資料
jeey
April 17, 2020
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Transcript
ͰΘ͔Δ ͱ͍͍ͳ 8&#ϚʔέςΟϯάۀͷσʔλαΠΤϯε ʙͬ͘͟Γฤʙ
ඞཁૣٸʹഭΒΕͯ ษڧͨ͜͠ͱΛ ·ͱΊ·ͨ͠ Ҡಈ௨৴ࣄۀձࣾʹ σʔλੳΞυόΠβϦʹ ߦͬͨͱ͖ͷ ̋̾̋̾̋̾
اۀ׆ಈʔϚʔέςΟϯάʔσʔλαΠΤϯεΛ ԣஅͯ֬͠ೝ͢Δ͜ͱͰɺ ༗ػతͳߏΛࣗͷதʹߏங͢Δ͜ͱ త
8&#ϚʔέςΟϯάۀͷ σʔλαΠΤϯε ॱΛ ͬͯݟ͍͖ͯ·͠ΐ͏
8&#ϚʔέςΟϯάۀͷ σʔλαΠΤϯε ͬͯͳΜͩ
ϚʔέςΟϯάʹۚṶ͚ʁ ҧ͍·͢
اۀ Ұఆͷܭըʹै͍ܧଓతҙਤΛ࣋ͬͯܦࡁ׆ಈΛߦ͏ಠཱͷܦࡁओମ ʢ๏ͷاۀ๏આʣ ϚʔέςΟϯάͷओޠԿͩΖ͏ ˣ
͡Ό͋ɺاۀʢओޠʣͷಈࢺɾతޠʁ اۀཧ೦ ܦӦઓུ ϚʔέςΟϯά ͳΜͷͨΊʹاۀ͕ଘࡏ͢Δ͔ ώτɾϞϊɾΧωΛஔ͢Δ దʹɺΛ࡞Γɺސ٬ʹചΔ
ྫʣBNB[PO اۀཧ೦ ܦӦઓུ ϚʔέςΟϯά ٿ্Ͱ࠷͓٬༷Λେʹ͢Δاۀ ʮἧ͑ʯʮՁ֨ʯʮརศੑʯͷப BNB[PO1SJNFɺϚʔέοτϓϨΠεɺ 1SJNFEBZɺ͓ٸ͗ศɺͳͲʜ
ϚʔέςΟϯάͱɺاۀ͕ߦ͏ܦӦઓུͷ͏ͪͷҰͭ ʮϚʔέςΟϯάͱɺͱՁΛੜΈग़ͯ͠ଞऀͱަ͢Δ͜ͱʹΑͬͯɺ ݸਓஂମ͕ඞཁͳͷཉ͍͠ͷΛखʹೖΕΔͨΊʹར༻͢Δࣾձ্ɾܦӦ্ͷϓϩηεʯ ϑΟϦοϓɾίτϥʔ ݱͷϨϕϧͰͬ͘͟Γݴ͏ͱɺ దʹɺΛ࡞Γɺސ٬ʹചΔ
ྫʣBNB[PO1SJNF ͓ٸ͗ศΛఆֹͰ͑ΔαʔϏεʢʣ ʢಈը৴αʔϏεͳͲࠓআ͍ͯߟ͑Δʣ ͦΜͳʹ&$αΠτͰങΘͳ͍ ͓ٸ͗ศͷྉۚΛͬͯͰૣ͘ཉ͍͠ ผʹૣ͘ཉ͘͠ͳ͍ͷͰɺ ͓ٸ͗ศΛͦͦΘͳ͍ ݁ߏ"NB[POͰങ͏͠ɺૣ͘ཉ͍͚͠Ͳɺ ͓ٸ͗ศߴ͍ͳɺผͷ&$αΠτͰങ͏͔ʜ ͑ʁఆֹͰ͓ٸ͗ศ͕͑Δͬͯʂʁ
Զ͏ͣͬͱ"NB[POͰ͍͍Θ ɹˠ"NB[POͷౕྴʹ దʹΛ࡞Γ దͳސ٬ʹചΔ
ӕͰ͢ɻ".";0/ͦΜͳअѱͳاۀͰ͋Γ·ͤΜɻ 1ͱ$ 4P Product Price Ձ֨ Place ྲྀ௨ Promotion
ൢଅ 4C Customer Value ސ٬Ձ Cost ސ٬ʹͱͬͯͷܦඅ Convenience ސ٬རศੑ Communication ސ٬ͱͷίϛϡχέʔγϣϯ ʮ1ʯͱ͍͏اۀ͕ϚʔέςΟϯάΛߦ͏ࡍͷϑϨʔϜϫʔΫ͕͋Δ ۙͰ͜ΕΛސ٬ࢹ͔Β࠶ఆٛͨ͠ʮ$ʯͱ͍͏֓೦ॏཁͰ͋ΔͱݴΘΕΔ ".";0/͜ΕΛҙࣝͯ͠ɺސ٬ͱ8*/8*/ͳࢪࡦΛ͖ͪΜͱ࣮ࢪ͍ͯ͠ΔʢͣͰ͢ʣ
8&#ϚʔέςΟϯάۀͷ σʔλαΠΤϯε ͬͯͳΜͩ
8&#ϚʔέςΟϯά 8&#ΛͬͨϚʔέςΟϯάʢҎ্ʣ FίϚʔε ΞΫςΟϒϢʔβ ϦʔυδΣωϨʔγϣϯ αϙʔτ ϝσΟΞ ଟछଟ༷ͳϏδωεϞσϧ͕͋Δ͕ɺʮదʹɺΛ࡞Γɺސ٬ʹചΔʯͱ͍͏Ͱͯ͢ಉ͡
ैདྷͷϚʔέςΟϯάͱͷൺֱ 8&#ϚʔέςΟϯάͷಛ ɾཧత੍͕খ͘͞ͳΓɺଟ࠼ͳΛѻ͏͜ͱ͕Ͱ͖ΔΑ͏ʹͳͬͨ ɾଟ༷ͳνϟωϧ͕ੜ·Εɺ༷ʑͳސ٬ʹΞϓϩʔνͰ͖ΔΑ͏ʹͳͬͨ ɾαΠΫϧ͕ૣ͍ ɹˠਓؒͷखʹෛ͑ͳ͘ͳ͖ͬͯͨʹػցֶशཱ͕ͭ໘͕ଟ͍
8&#ϚʔέςΟϯάۀͷ σʔλαΠΤϯε ͬͯͳΜͩ
Γͬͺͳ͠Ͱ͍͍ʁ 8&#ϚʔέςΟϯάͷۀ ࡾྲྀͷϚʔέλʔ Δ͜ͱͬͨ͠ ࣍ͷ͜ͱΖ ҰྲྀͷϚʔέλʔ ࢪࡦͷ݁ՌΛৼΓฦΓ վળΛଓ͚Δ
ࢪࡦͷ࣮ߦʹՃ͑ͯධՁˍվળΛߦ͏ 8&#ϚʔέςΟϯάͷۀ ࣮ߦ ʴ ධՁˍվળ
ϚʔέςΟϯάʹݶͬͨͰͳ͘ɺاۀͰ͋ΔҎ্ɺ׆ಈʹඞཁͳϓϩηε ݕূˍվળ ࢥ͍ग़ͦ͏ɺاۀͱʜ Ұఆͷܭըʹै͍ܧଓతҙਤΛ࣋ͬͯܦࡁ׆ಈΛߦ͏ಠཱͷܦࡁओମ ܧଓత࣮ߦͷͨΊʹɺධՁͱվળ͕ඞཁ ಛʹ8&#ϚʔέςΟϯάͰɺ࣮ߦݕূૣ͘ߦ͑ΔͷͰɺॏཁͱݴΘΕ͍ͯΔ ܧଓత࣮ߦʹؔΘΔϝιου֓೦ʹɺ ༷ʑ͋Δʢ1%$"00%"ɺάϩʔεϋοΫͳͲʣ͕ɺ ͜͜Ͱ1%$"ΛऔΓ্͛Δ
ܭը͔ΒվળΛܧଓతʹߦ͏ 1%$"
ධՁͷͨΊʹɺܭྔͰ͖Δࢦඪ͕ඞཁ ,(*ͱ,1* ධՁࢦඪ ച্ߴ ച্ྔ ୯Ձ ,(*ͱ,1*ɺ্ҐԼҐͷ͕ؔ͋Δ ֓ͶɺܦӦઓུϚʔέςΟϯάઓུͰ,(*͕ܾఆ͞Εɺ ݸผͷࢪࡦͰ,1*Λઃఆ͠ɺऩू͠ɺධՁ͢Δ
8&#ϚʔέςΟϯάۀͷ σʔλαΠΤϯε ͬͯͳΜͩ
8&#ϚʔέςΟϯάͷಛͰڍ͛ͨ௨Γɺੑ͕ߴ͍ 8&#ϚʔέςΟϯάۀͷσʔλαΠΤϯε ʢ࠶ܝʣ ɾཧత੍͕খ͘͞ͳΓɺଟ࠼ͳΛѻ͏͜ͱ͕Ͱ͖ΔΑ͏ʹͳͬͨ ɾଟ༷ͳνϟωϧ͕ੜ·Εɺ༷ʑͳސ٬ʹΞϓϩʔνͰ͖ΔΑ͏ʹͳͬͨ ɾαΠΫϧ͕ૣ͍ ɹˠਓؒͷखʹෛ͑ͳ͘ͳ͖ͬͯͨʹػցֶशཱ͕ͭ໘͕ଟ͍ 8&#ϚʔέςΟϯάۀͷͯ͢ͷ໘ͰʹཱͭΘ͚Ͱͳ͍ ͔͠͠ɺద༻Մೳͳ՝ख๏ଟ༷ʹଘࡏ͢Δ
σʔλαΠΤϯε͔ΒΈͨ՝ͱख๏ ԣஅͯ֬͠ೝͯ͠ΈΔ ܧଓత࣮ߦαΠΫϧ ϚʔέςΟϯά σʔλαΠΤϯε ՝ ख๏ ܭըˍ࣮ߦ ʢ1%ʣ Λ࡞Δ
ಛੑͷ࠷దԽ Ձ֨ઃఆͱἧ͑ͷ ࠷దԽϞσϦϯά ސ٬ʹചΔ ʹରͯ͠ ސ٬ΛϚονϯά͢Δ ϓϩϞʔγϣϯ ࠂ ސ٬ʹରͯ͠ ΛϚονϯά͢Δ ݕࡧ Ϩίϝϯσʔγϣϯ ධՁˍվળ $" ӡ༻ͱࢹ ޮՌݕূ ࢦඪͷूܭɾՄࢹԽ ౷ܭతݕఆ ࣮ݧɾ४࣮ݧ
ख๏ͷ૯ཡ 8&#ϚʔέςΟϯάۀͷσʔλαΠΤϯε ࣮ߦ ಛੑͷ࠷దԽ Ձ֨ઃఆͱἧ͑
Ձ֨ɾधཁϞσϦϯά ἧ͑ͷ࠷దԽ ʹରͯ͠ސ٬ΛϚονϯά͢Δ ϓϩϞʔγϣϯͱࠂ ϨεϙϯεϞσϦϯά λʔήςΟϯάϞσϦϯά ސ٬ʹରͯ͠ΛϚονϯά͢Δ ݕࡧ ηϚϯςΟοΫղੳ จॻྨ ใݕࡧ Ϩίϝϯσʔγϣϯ ༰ϑΟϧλϦϯά ڠௐϑΟϧλϦϯά ˞͓͓·͔ͳ͔ͭओͱͳΔख๏ʹΑΔྨ ౷ܭϞσϦϯάʗΫϥελϦϯάʗ ࣗવݴޠॲཧʗϑΟϧλϦϯά ݕূ ࢦඪͷूܭɾՄࢹԽ ޮՌݕূ ౷ܭతݕఆ ࣮ݧݚڀ ଥͳαϯϓϧαΠζͷܾఆ "#ςετ ؍ݚڀʢ४࣮ݧ๏ʣ ILYA KATSOV(2018),ʮAIΞϧΰϦζϜϚʔέςΟϯάʯΑΓ ·ͨɺσʔλαΠΤϯεͱͷڥք͕ ᐆດͳख๏ͷ໊শͱͯ͠ɺ ."ϓϩάϥϚςΟοΫࠂͳͲ͕͋Δ
σʔλͷ૯ཡʢ˒8&#ϚʔέςΟϯάͰΑ͘͏σʔλʢࢲݟʣʣ 8&#ϚʔέςΟϯάۀͷσʔλαΠΤϯε σʔλ ˒ސ٬σʔλ ˒ܦཧσʔλ
ۀࢽσʔλ ݻఆి ˒˒ΞΫηεϩά˒˒ʢ(00(-&"/"-:5*$4ͳͲʣ ˒ಈըɾө૾ࢹௌϩά ηϯαʔσʔλ ˒ަ௨ྔɾौใσʔλ ˒ؾσʔλ Χϝϥσʔλ ൜ɾԕִࢹ ిࢠΧϧςσʔλ ը૾அσʔλ ిࢠϨηϓτσʔλ 3'*%σʔλ ˒(14σʔλ ˒̡̗̤̜ɺ4/4 ˒ిࢠϝʔϧ ˒ܞଳి ˒هࣄσʔλ $5*Իσʔλ ˒104σʔλ ˒&ίϚʔεʹ͓͚Δൢചσʔλ ૯লใനॻ275ষ4અͷʮICTԽͷਐల͕ͨΒ͢ܦࡁߏͷมԽʯΑΓ େࣄ
˞ͪͳΈʹɺ͜Μͳ͜ͱఏҊ͠·ͨ͠ ػձ͕͋Ε͍ͨ͠ ɾऩूʗՄࢹԽπʔϧͷಋೖ ɾόϯσΟουΞϧΰϦζϜɺ౷ܭతݕূ ɾΫϥελϦϯάख๏ ɹಛʹɺΫϦοΫετϦʔϜੳ ˞γʔΫΤϯεੳ TFRVFODJBM QBUUFSO NJOJOHͱ໊͔લ͕ఆ·ͬͯͳ͍͠ɺ͞Βʹຊޠͷจݙ͕͋Μ·Γͳ͍͚Ͳɺ༗༻ͦ͏ͳͷͰ·ͱΊ͍ͨ
*-:","5407 ʮ"*ΞϧΰϦζϜϚʔέςΟϯάʯ ΠϯϓϨε ా༵࢜ ʮ8&#ੳˍվળʯ ᠳӭࣾ .*,&(3*(4#:
"%7"/$&%$6450.&3"/"-:5*$45"3(&5*/( 7"-6*/( 4&(.&/5*/("/% -0:"-5:5&$)/*26&4 ."3,&5*/(4$*&/$& ,0("/1"(& ૯লใനॻʮ*$5Խͷਐల͕ͨΒ͢ܦࡁߏͷมԽʯষઅ IUUQTXXXTPVNVHPKQKPIPUTVTJOUPLFJXIJUFQBQFSKBIIUNMODIUNM ຊਅنࢠ ҏ౻و೭ 8FCͷΞΫηεύλʔϯͱϦϯΫߏͷಉ࣌ՄࢹԽͷҰख๏ͱద༻ࣄྫ ࢁݩཧֆ খྛେ ٢ݪ๎ খྛོࢤ ԣా࣏ ΞΫηεϩάʹجͮ͘8FCϖʔδਪનʹ͓͚Δ-$4ͷར༻ͱͦͷղ ੳ (BOH8BOH 9JOZJ;IBOH 4IJMJBOH5BOH )BJUBP;IFOH #FO:;IBP 6OTVQFSWJTFE$MJDLTUSFBN$MVTUFSJOHGPS6TFS #FIBWJPS"OBMZTJT ࢀߟ