When multiple explanatory variables are automatically created, a huge amount of output suggestions causes a heavy burden on selecting the suggestion. A marketing support system is configured to include a suggestion extraction unit that accepts purchase data and analyzes a correlation between the purchase data to output a composite variable, a restriction filtering unit that accepts the composite variable and a restriction table to exclude the composite variable based on a restriction condition defined in the restriction table, and a result filtering unit that uses a measure result defined in the past to estimate an anticipated effect when a measure based on the composite variable is performed, and selects a plurality of explanatory variables.