TERMINAL ATTRIBUTE ESTIMATION APPARATUS AND TERMINAL ATTRIBUTE ESTIMATION METHOD

摘要

PROBLEM TO BE SOLVED: To solve a problem in which a business unit conducting business on a Web page throws away an opportunity of acquiring attribute information on a reader becoming a customer candidate since attribute information on many 'guests' readers doing no log-in can not be acquired.

SOLUTION: A terminal attribute estimation apparatus is provided which compares the reading history of a terminal where attribute information on a terminal user is found with the reading history of a terminal where no attribute information is found, thereby estimates the attribute information on a person whose attribute information is not found from the similarity of the compared reading history. In this way, by estimating the attribute information on the 'guests', an advertisement activity and marketing activity in conformity with the individual attributes of the 'guests' which has not been done before can be performed, and thus an more effective e-commerce site operation can be done.

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