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最近リリースが発表されて市場を沸かせているGoogle Adwordsの新機能「カスタマーマッチ」。
自社が保有しているメールアドレスと、Googleが保有しているしているアドレスを突き合わせて、一致すればそのユーザに対して広告を出すことが出来るというプロダクトになります。
使い方の例としては、過去に商品を購入してくれたお客さんを、金額や購入してくれた商品カテゴリごとに分割し、メールアドレスのリストを作成します。
その後、Adwordsのカスタマーマッチを使い、そのリストに対して広告を配信することで、購入金額別や買った商品カテゴリ別で訴求を分けたリピートを促す広告を配信出来ます。
目次
カスタマーマッチの不安な点
そんなことが出来るようになるの！？便利！！
という思いと裏腹に、セキュリティは大丈夫なのか？という不安も湧き上がります。
なんせ、顧客のメールアドレスを使うのですから。
しかし、そのあたりはGoogle先生。
しっかりと方策が示されています。
それはメールアドレスを”ハッシュ化”という手法を用いて暗号のようにし、その暗号でメールアドレスの突き合わせを行うというもの。
例えば「example@gmail.com」というアドレスは「264e53d93759bde067fd01ef2698f98d1253c730d12f021116f02eebcfa9ace6」という文字列に暗号化されます。
ハッシュ化された文字列からメールアドレスに復号化することは難しいので、もしハッシュ化された文字列を見られても「example@gmail.com」という情報を扱っているとは思われないでしょう。
何を作ったのか？
カスタマーマッチを利用するためには、上記のようにメールアドレスをハッシュ化する必要があります。
そのハッシュ化を簡単にするGoogleスプレッドシートを作成しました。
↓↓↓ テンプレートはこちら ↓↓↓
「ファイル→コピーを作成」でご自身の環境にコピーして使って下さい。
元のアイデアはsem insight様の下記記事で、それをスプレッドシートに移植した形となります。
sem insight様、素敵なアイデアをありがとうございます。
機能
- メールアドレスの一致チェック（変なアドレスを排除する）
- メールアドレスのハッシュ化
の2点です。
間違ったメールアドレスを入れても仕方が無いため、メールアドレスの形式が正しいかのチェックを行ない、メールアドレスの書式でなければハッシュ文字列を出力しないようにしています。
使い方
使い方はカンタン！
- B列（背景黄色）の部分にハッシュ化したいメールアドレスを入力。
- そうすると、C列でメールアドレスの形式として正しいかの判定が出てきます。
メールアドレスとして正しければ「TRUE」、誤っていれば「FALSE」となります。 - メールアドレスとして正しい場合のみ、メールアドレスをハッシュ化を行ない、その結果がD列に出力されます。
何故スプレッドシートで作ったのか
何よりも自分が使いたい！という思いがあったのが一番です。
というのも、私は普段Linuxを利用しており、Microsoft Excelが動かず、カスタマーマッチに登録するために別OSを立ち上げるのが面倒だからです。←
こんな人にオススメ
- 普段Linuxで広告管理をしている
- MacなどでExcelマクロが動かない
- 少数のアドレスでいちいちExcelを立ち上げるのが面倒
- Excelを持っていない
そんな人がどれだけ居るのかわかりませんが、もし気に入ればご利用いただければ幸いです。
逆に数万行など非常に大きなデータを取り扱う場合は、上記のsem insight様のExcelを使うのが良いでしょう。
最後に
技術の進歩とともに、広告手法も進化してきました。
昨今の流れとして、より「ひとりひとり」に対してターゲティングをした広告に傾いてきています。
それ自身は欲している人に欲しているタイミングで広告を提供しやすいということであり、非常に良いことだと思います。
しかし、それと同時に我々が扱うデータの量や、質も高まってきています。
今回のような顧客の個人情報を扱う広告も今後は増えていくでしょう。
その際に、我々広告マンはセキュリティ意識をきちんと持ち、ユーザに寄り添った広告を届けていく必要があるでしょう。