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Author: 吳玫燕
MEI-YEN WU
Thesis Title: 轉換率優化的流程建立 - 以數位行銷公司為例
Conversion rate optimization process is established by taking digital marketing companies as an example
Advisor: 葉穎蓉
Ying-Jung Yeh
Committee: 王孔政
Kung-Jeng Wang
陳正綱
Cheng-Kang Chen
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2018
Graduation Academic Year: 106
Language: 中文
Pages: 38
Keywords (in Chinese): 數位行銷轉換率優化CRO數據分析
Keywords (in other languages): Digital marketing, Conversion rate optimization, CRO, Data analysis
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  • 有效的轉換優化率流程在廣告經費日益上升的今日,是數位行銷是否成功的核心關鍵。但現今數位科技快速進化中,數據蒐集已不再是困難的問題,困難的是如何從眾多數據中,留存有效改善成果所需行銷決策的數據,是轉換率流程是否有效的核心要克服的問題。
    本研究探討個案公司在數位廣告產業以數百家操作經驗演化出,以質化結合數據分析方式,建構出有效轉換率成長的作業流程,研究探討對於未來企業開始進入數位行銷操作或建立自有的電子商務通路,提升數位廣告績效有實務面的指導意義。


    The effective conversion rate optimization process is the core of the success of digital marketing in today's increasingly high advertising costs. However, in today's rapid evolution of digital technology, data collection is no longer a difficult problem. The difficulty is how to retain the data of the marketing decisions needed to effectively improve the results from many data. It is the core problem to be overcome if the conversion rate process is effective.
    This study explores the case company's evolution in the digital advertising industry with hundreds of operational experience, and combines qualitative and data analysis methods to construct an effective conversion rate growth process, research and discussion for future enterprises to enter digital marketing operations or establish their own The e-commerce channel has a practical guiding significance for improving the performance of digital advertising.

    摘要 ................................................................................................................. I Abstract .......................................................................................................... II 致謝 ............................................................................................................... III 圖目錄 ............................................................................................................ V 表目錄 ........................................................................................................... VI 第一章 緒論 .................................................................................................. 1 1.1 研究動機 .......................................................................................................... 1 1.2 研究目的 .......................................................................................................... 1 第二章 文獻探討 ........................................................................................... 2 2.1 行銷管理相關文獻 ........................................................................................... 2 2.2 行銷的變化 ...................................................................................................... 7 第三章 研究方法 ......................................................................................... 12 3.1 研究方法 ........................................................................................................ 12 3.2 資料分析 ........................................................................................................ 15 第四章 個案分析 ......................................................................................... 16 4.1 個案公司的介紹 ............................................................................................. 16 4.2 建立數位廣告轉換優化的操作流程 ............................................................... 17 第五章 結論 ................................................................................................ 26 5.1 研究結論 ........................................................................................................ 26 5.2 研究貢獻 ........................................................................................................ 27 5.3 研究限制: .................................................................................................... 27 參考資料 ...................................................................................................... 28

    中文文獻
    1. 季晶晶(譯)(2016)。成長駭客行銷:引爆集客瘋潮的新實戰力。台北:天下雜誌。(萊恩.霍利得,2014)
    2. 徐世同、楊景博(譯)(2017)。行銷管理(15版)。台北:華泰。( Philip Kotler, Kevin Lane Keller, 2016)
    3. 周海濤、李永賢、張蘅(譯)(2009)。個案研究:設計與方法。台北:五南圖書。( Robert K. Yin, 2009)
    4. 陳曉萍、徐淑英、樊景立、鄭伯壎(2014)。組織與管理研究的實證方法(2版),台北:華泰。
    5. 陳尚永(譯)(2016)。廣告學(10版),台北:華泰。( Sandra Moriarty, Nancy Mitchell & William Wells, 2016)
    中文網路文獻
    1. 維基百科『PDCA』(https://zh.wikipedia.org/wiki/PDCA)
    2. Google AdWords說明中心,『轉換定義』 (https://support.google.com/adwords/answer/6365?hl=zh-Hant)
    3. Google AdWords說明中心,『轉換率定義』(https://support.google.com/adwords/answer/2684489?hl=zh-Hant)
    4. Google AdWords說明中心,『轉換追蹤簡介』(https://support.google.com/adwords/answer/1722022?hl=zh-Hant)
    5. Google AdWords說明中心,『轉換追蹤定義』(https://support.google.com/adwords/answer/6308?hl=zh-Hant)
    6. Google AdWords說明中心,CPC『最高單次點擊出價定義』(https://support.google.com/adwords/answer/6326?hl=zh-Hant)
    7. Google AdWords說明中心,CPA『關於目標單次客戶開發出價』(https://support.google.com/adwords/answer/6268632?hl=zh-Hant)
    8. Google AdWords說明中心,『多媒體廣告聯播網定義』(https://support.google.com/adwords/answer/117120?hl=zh-Hant&ref_topic=24937)
    9. Analytics (分析)說明中心,『認識 Analytics (分析) 使用介面 』(https://support.google.com/analytics/answer/2604608?hl=zh-Hant&ref_topic=3544906)
    10. Analytics (分析)說明中心,『追蹤程式碼』(https://support.google.com/analytics/answer/6086097?hl=zh-Hant&ref_topic=6083659)
    11. Analytics (分析)說明,『轉換』(https://support.google.com/analytics/answer/6086209?hl=zh-Hant&ref_topic=6083659)
    12. Analytics (分析)說明中心,『功勞歸屬模式』(https://support.google.com/analytics/answer/6086214?hl=zh-Hant&ref_topic=6083659)
    13. Analytics (分析)說明中心,『目標』(https://support.google.com/analytics/answer/6086076?hl=zh-Hant&ref_topic=6083659)
    14. Analytics (分析)說明中心,『目標對象』(https://support.google.com/analytics/topic/1007027?hl=zh-Hant&ref_topic=3544907)
    15. Analytics (分析)說明中心,『歸屬模式總覽』(https://support.google.com/analytics/answer/1662518)
    16. Analytics (分析)說明中心,『以數據為準歸屬模式檢視工具』(https://support.google.com/analytics/answer/3264219?hl=zh-Hant)
    17. Wikipedia『Conversion rate optimization』(https://en.wikipedia.org/wiki/Conversion_rate_optimization)
    18. MOZ『Conversion rate optimization』
    (https://moz.com/learn/seo/conversion-rate-optimization)
    19. VTO『What Is Conversion Rate Optimization?』
    (https://vwo.com/guides/what-is-conversion-rate-optimization)

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