ウェブサービスにおける行動ログ活用基盤を通したデータ駆動マーケティングの実践 / Practice of data driven marketing using behavior log foundation system on web service

Treasure Data "PLAZMA" 2018 in Digital Belt
Customer Case Study Session
https://plazma.red/

Transcript

1. ࡒ௡େՆ(.01FQBCP *OD
   5SFBTVSF%BUBl1-";."zJO%JHJUBM#FMU
   ΢ΣϒαʔϏεʹ͓͚Δ
   ߦಈϩά׆༻ج൫Λ௨ͨ͠
   σʔλۦಈϚʔέςΟϯάͷ࣮ફ
   
   

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2. σʔλαΠΤϯςΟετ
   ࡒ௡େՆ![BJNZ
   (.0ϖύϘגࣜձٕࣾज़෦
   

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3. ࠓ೔ͷ͓࿩
   NJOOFͷϚʔέςΟϯά՝୊
   ߦಈϩά׆༻ج൫l#JHGPPUzͰ

   σʔλۦಈϚʔέςΟϯάΛ࣮ݱ͢Δ
   ,1*؅ཧج൫l1FQBMZUJDTzͰ෼ੳΛਪਐ͢Δ
   
   

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4. ՝୊ʹର͢ΔͭͷΞϓϩʔν
   
   wߦಈϩάج൫z#JHGPPUz
   wߦಈϩάͷऩू෼ੳΛߦ͏
   wγεςϜͱ࿈ܞͨ͠ߦಈϩάͷ׆༻Λߦ͏
   w,1*؅ཧج൫l1FQBMZUJDTz
   wσʔλͷؔ࿈ΛఆࣜԽͯ͠෼ੳΛ༰қʹ͢Δ
   

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5. 
   

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6. NJOOF
   wϋϯυϝΠυ࡞඼ͷൢചͱߪೖ͕Ͱ͖ΔαʔϏε
   w8FC J04ΞϓϦ "OESPJEΞϓϦΛఏڙ
   w೥ؒྲྀ௨ֹԯԁ
   w࡞Ո਺ສਓ
   w࡞඼਺ສ఺
   ˞͍ͣΕ΋೥݄ظܾࢉ
   
   

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7. NJOOFͷϚʔέςΟϯά՝୊
   
   

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8. ೥౰࣌
   αʔϏε։͔࢝Β೥
   
   

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9. σʔλ͕
   ແ͍
   
   

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10. ೥౰࣌ͷ՝୊
    wαʔϏε։࢝Ҏ߱ΞΫηεղੳπʔϧ౳Λෳ਺ಋೖ
    wઐ೚ऀෆࡏͰઃఆ΍࣮૷ʹෆඋ͕ଟ͍
    w8FC J04ΞϓϦ "OESPJEΞϓϦʹݸผʹಋೖ
    wαʔϏεͷσʔλϕʔεͷ਺ࣈͱ߹Θͳ͍
    
    

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11. ՝୊ᶃ
    ܭଌͯ͠ͳ͍ͷͰ෼͔Βͳ͍
    
    

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12. ՝୊ᶄ
    ܭଌͯ͠Δ͚Ͳ߹ͬͯͳ͍
    
    

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13. ͳΜͱͳ͘ܭଌ͞Ε͍ͯΔɹɹɹ
    ΞΫηεղੳπʔϧ͚͕ͩཔΓ
    
    

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14. ͦΜͳதɺ౤ࢿαʔϏε΁
    
    

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15. σʔλ͕
    ཉ͍͠
    
    

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16. σʔλۦಈϚʔέςΟϯάͷඞཁੑ
    w౤ࢿʹର͢Δਖ਼֬ͳޮՌଌఆ

    ྫʣϓϥοτϑΥʔϜ͝ͱͷച্
    wਖ਼֬ͳσʔλʹجͮ͘ϚʔέςΟϯά
    wϚʔέλʔʹΩϟϯϖʔϯ΍ػೳ࣮૷ͳͲ

    ࢪࡦͷΞΠσΞ͕͋Δ
    
    

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17. ͲΜͳσʔλ͕͋Ε͹͍͍ʁ
    
    

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18. ΞΫηεղੳπʔϧͷ࠶੔උ
    wطଘͷΞΫηεղੳπʔϧͷ࠶੔උ΋ඞཁ
    wπʔϧͷ࢓༷ʹ΋ґଘ͢ΔͷͰਖ਼֬ੑͷݕূʹ

    ֻ͕͔࣌ؒΔ
    wجຊతʹ͸ϖʔδຖͷूܭ஋Λܭଌ͢Δ͜ͱʹͳΔ
    wूܭ஋΋ඞཁ͕ͩΑΓࡉཻ͔͍౓ͷσʔλ͕ཉ͍͠
    
    

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19. ϩάͷधཁ
    wूܭΛࣗલͰߦ͏ඞཁ͸͋Δ
    wਖ਼֬ੑͷݕূΛߦ͍΍͍͢
    wࡉཻ͔͍౓Ͱ෼ੳՄೳ
    w͋Δಈ࡞Λ͢Δͨͼʹه࿥͕࢒Δ
    
    

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20. ϩάج൫ͷ։ൃ΁
    
    

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21. ߦಈϩάͱ͸
    αʔϏεͷΞϓϦέʔγϣϯ͔Βग़ྗ͢Δϩά
    ͍ͭɺͩΕ͕ɺͳʹΛ΍͔͕ͬͨಛఆͰ͖Δ
    ࠷ऴతͳߦಈ݁Ռ͚ͩͰͳ͘ɺ

    ్தͷͲ͜Ͱ͖͋ΒΊ͔ͨɺͲ͏໎͔͕ͬͨΘ͔Δ
    
    ը૾ग़య: Icons8
    

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22. ߦಈϩάʹ͸αʔϏεվળͷ
    ώϯτ͕ͭ·͍ͬͯΔ
    
    ը૾ग़య: Icons8
    

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23. ՝୊ʹର͢ΔͭͷΞϓϩʔν
    
    wߦಈϩάج൫z#JHGPPUz
    wߦಈϩάͷऩू෼ੳΛߦ͏
    wγεςϜͱ࿈ܞͨ͠ߦಈϩάͷ׆༻Λߦ͏
    w,1*؅ཧج൫l1FQBMZUJDTz
    wσʔλͷؔ࿈ΛఆࣜԽͯ͠෼ੳΛ༰қʹ͢Δ
    

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24. ϖύϘͷߦಈϩά׆༻ج൫
    l#JHGPPUz
    
    

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25. ߦಈϩάج൫ʹٻΊΒΕΔ͜ͱ
    
    

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26. ׆༻Λ೦಄ʹஔ͍ͨ
    ൚༻ੑͱ۩ମੑ
    
    

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27. ߦಈϩάʹ͓͚Δஈ֊ͷఆٛ
    ऩूߦಈϩά͕ग़ྗ͞ΕɺऔΓ·ͱΊΒΕ͍ͯΔ
    ෼ੳऔΓ·ͱΊͨߦಈϩάΛࢹ֮Խɺ෼ੳͰ͖Δ
    ׆༻෼ੳͨ͠ߦಈϩάΛ΋ͱʹܧଓతͳαʔϏε
    վળ͕ߦ͍͑ͯΔ
    
    ը૾ग़య: Icons8
    

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28. #JHGPPU
    wϖύϘͷ࣍ੈ୅ߦಈϩάl׆༻zج൫
    wߦಈϩάͷऩूɺ෼ੳɺ׆༻ͷ֤ஈ֊ʹ͓͍ͯɺ

    શࣾͰར༻Ͱ͖Δ൚༻ੑͱ۩ମతͳ׆༻ํ๏Λఏڙ
    wࠃ಺࠷େڃϋϯυϝΠυϚʔέοτ

    NJOOFΛࢧ͑Δϩάج൫
    
    ը૾ग़య: Icons8
    

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29. #JHGPPUʹ͓͚ΔσʔλͷྲྀΕ
    rack-bigfoot
    Service
    Request
    Activity
    log
    Services
    DB
    Attribute
    Big Cube
    Cube
    BI
    Recommendation
    Bandit algorithm
    Re-marketing
    Feedback
    Name identification
    
    ऩू ෼ੳ
    ׆༻
    ը૾ग़య: Icons8
    

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30. ऩूͱ෼ੳͷ޻෉
    
    

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31. ऩूஈ֊
    w਺ߦͷઃఆͰαʔϏεΞϓϦέʔγϣϯͷ

    ௨৴಺༰͔ΒߦಈϩάΛऔΓग़͢SBDLCJHGPPU
    w5SFBTVSF%BUBʹଐੑ৘ใΛૹΔ͜ͱͰ

    ߦಈϩάͱͷ૊Έ߹ΘͤΛՄೳʹ
    w֤αʔϏεͷ*%ͱߦಈϩάͷ୺຤*%ΛϚοϐϯάͯ͠
    ૒ํ޲ͷ*%ม׵ΛՄೳʹ
    
    

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32. ෼ੳஈ֊
    w42-ϥΠΫͳ)JWF1SFTUPΛར༻ͯ͠σʔλૢ࡞
    wεέδϡʔϧΫΤϦΛίʔυ؅ཧ͢Δ1FOEVMVN
    w#JH$VCFʹશαʔϏεͷߦಈϩάΛू໿
    w$VCFʹूܭ஋Λอଘͯ͠μογϡϘʔυ͔Βࢀর

    ྫʣ࣌ؒ͝ͱͷച্
    
    

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33. σʔλ͕
    ͋Δʂ
    
    

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34. ׆༻ஈ֊
    
    

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35. σʔλۦಈϚʔέςΟϯάͷ࣮ݱ
    
    

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36. ੩తͳσʔλۦಈϚʔέςΟϯά
    w෼ੳͨ݁͠Ռ͔ΒԾઆΛཱͯͯαʔϏεΛվળ͢Δ
    wݩʑ΍Γ͔ͨͬͨ͜ͱ
    wσβΠϯมߋ εςοϓͷݟ௚͠ "#ςετFUD
    
    

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37. ಈతͳσʔλۦಈϚʔέςΟϯά
    
    

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38. όϯσΟοτΞϧΰϦζϜ
    w&QTJMPO(SFFEZΞϧΰϦζϜ
    w୳ٻ֬཰ЏͰϥϯμϜʹબ୒ͨ͠ύλʔϯΛ࢖༻
    w׆༻֬཰ Џ
    Ͱظ଴஋͕࠷େͷύλʔϯΛ࢖༻
    wϩά͔Β݁Ռͷظ଴஋Λߋ৽
    wػձଛࣦΛݮΒ͢
    Activity
    Epsilon-Greedy algorithm
    User
    1-ε: exploitation
    ε/pattern: exploration
    Click / Not click
    Import
    ը૾ग़య: Icons8
    

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39. Ϩίϝϯσʔγϣϯ
    wڠௐϑΟϧλϦϯά
    wϢʔβʔߦಈ͔Β࡞ՈΛಘ఺෇͚
    w5SFBTVSF%BUBͷػցֶशϥΠϒϥϦ)JWFNBMMΛར༻
    
    Activity
    Filter and shuffle
    Users
    fav, follow etc…
    Matrix Factorization
    Recommendation
    import
    DB
    ը૾ग़య: Icons8
    

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40. ཭୤Ϣʔβʔ΁ͷϦςϯγϣϯ
    wߦಈϩά͔Β཭୤ϢʔβʔΛநग़
    w࡞඼ΛΧʔτʹೖΕ͕ͨങΘͳ͔ͬͨϢʔβʔ
    wಉ͡࡞඼ΛԿ౓΋ݟ͍ͯΔϢʔβʔ
    wϓογϡ௨஌΍ϝʔϧΛ഑৴
    wߴ͍։෧཰ͱ஫จ཰
    HiveQL
    Re-targeting
    ը૾ग़య: Icons8
    

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41. ܭըతΦʔτεέʔϦϯά
    wॲཧੑೳΛอͪͭͭඞཁ࠷খݶ਺ͷαʔόͰӡ༻͢Δ
    wΫϥ΢υαʔϏεར༻ྉۚͷ཈੍
    wߦಈϩά͔ΒΞΫηε܏޲ΛϞσϧԽͯࣗ͠ಈ੍ޚ
    
    

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42. #JHGPPUΛߏஙɾӡ༻ͯ͠
    
    

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43. #JHGPPUΛߏஙɾӡ༻ͯ͠
    w׆༻ஈ֊ʹ͓͍ͯσʔλۦಈϚʔέςΟϯάʹΑΔ

    ࢪࡦ͕Մೳͱͳͬͨ
    wͲͷΑ͏ͳࢪࡦΛ࣮ࢪ͢Δ΂͖͔͸

    ༷ʑͳσʔλιʔεͱ༷ʑͳ੾Γޱ͔Β

    ਓ͕ࢥߟ൑அ͢Δඞཁ͕͋Δ
    
    

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44. ՝୊ʹର͢ΔͭͷΞϓϩʔν
    
    wߦಈϩάج൫z#JHGPPUz
    wߦಈϩάͷऩू෼ੳΛߦ͏
    wγεςϜͱ࿈ܞͨ͠ߦಈϩάͷ׆༻Λߦ͏
    w,1*؅ཧج൫l1FQBMZUJDTz
    wσʔλͷؔ࿈ΛఆࣜԽͯ͠෼ੳΛ༰қʹ͢Δ
    

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45. ϖύϘͷ,1*؅ཧج൫
    l1FQBMZUJDTz
    
    

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46. 1FQBMZUJDT
    
    ྫʣྲྀ௨ֹ ஫จֹ
    Ωϟϯηϧֹ
    w෼ੳΛิॿ͢ΔͨΊσʔλͷؔ࿈Λ,1*πϦʔͰදݱ
    

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47. ໨ࢦͨ͠΋ͷ
    wैདྷͷ,1*؅ཧͷ՝୊Λղܾͯ͠Ϛʔέλʔ͕,(*ʹ
    ରͯ͠د༩౓ͷߴ͍ࢪࡦʹઐ೦Ͱ͖Δ؀ڥΛ࡞Δ
    w,1*ಉ࢜ͷؔ܎ੑͷ੔ཧ
    wఆٛ΍؅ཧํ๏͔ΒଐਓੑΛഉআ
    wσʔλநग़΍ूܭʹ͔͔Δ޻਺ͷ࡟ݮ
    
    

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48. ,1*πϦʔ
    w࿦ཧߏ଄Ͱ,1*ΛҰཡ
    w,(*,1*ͷ஋
    w,(*,1*ͷมಈ͠΍͢͞
    w,(*ʹର͢ΔӨڹ౓
    w໿ϊʔυΛੜ੒
    wྲྀೖݩ·ͰḪΕΔ
    

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49. σΟϝϯγϣϯ
    wෳ਺ͷσΟϝϯγϣϯͱ
    ୯Ґ࣌ؒΛࢦఆՄೳ
    wάϥϑԽΫϩεूܭ
    wଐੑ৘ใͱߦಈϩάΛɹ
    σΟϝϯγϣϯԽ
    wϢʔβʔଐੑ ஫จ৘ใ
    wӾཡ؀ڥ
    

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50. Ξγετίϯόʔδϣϯ
    wΞτϦϏϡʔγϣϯϞσϧΛಋೖ
    wίϯόʔδϣϯʹର͢Δηογϣϯͷߩݙ౓Λࢦఆ
    
    ໊শ આ໌
    ऴ఺ ࠷ޙͷࢀরݩʹߩݙ౓͕100%ׂΓৼΒΕΔ
    ࠷ޙͷؒ઀ΫϦοΫ ௚઀ࢀরΛআ͘࠷ޙͷࢀরݩʹߩݙ౓͕100%ׂΓৼΒΕΔ
    ى఺ ࠷ॳͷࢀরݩʹߩݙ౓͕100%ׂΓৼΒΕΔ
    … …
    

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51. ෼ੳஈ֊ʹ͓͚Δ
    σʔλۦಈϚʔέςΟϯά΋
    ਐΜͰ͖ͨ
    
    

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52. ·ͱΊ
    
    

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53. ·ͱΊ
    w#JHGPPUʹΑͬͯಈతͳ

    σʔλۦಈϚʔέςΟϯά͕Մೳͱͳͬͨ
    w1FQBMZUJDTʹΑͬͯਓؒͷߴ࣍ͳ൑அΛ

    ิॿ͢Δ͜ͱ͕Մೳͱͳͬͨ
    wγεςϜ͕ࣗಈతʹࢪࡦΛܾఆɾ࣮ࢪ͢Δ

    ׬શಈతσʔλۦಈϚʔέςΟϯάΛ໨ࢦ͢
    
    

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54. ͓ΘΓ
    
    

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55. ݚڀһɺੵۃతʹืूதʂ
    https://rand.pepabo.com/
    

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