資訊管理學報
楊昇翰;王耀德;
頁: 333-357
日期: 2024/07
摘要: 趣吧旅行社股份有限公司為銷售旅遊行程之平台，許多提供旅遊行程的供應商都在趣吧旅行社的平台上銷售行程，趣吧為了增加行程的銷售亦自行安排許多行銷活動，根據不同的季節搭配事件或節慶來安排相關的行銷活動。趣吧的行銷活動均為在網際網路上進行的數位行銷，因此趣吧決定使用新版本的Google Analytics 4這套資訊工具，來追蹤消費者在網站上的瀏覽行為，以及消費者從哪個管道來到趣吧的網站。 本個案討論趣吧旅行社在導入消費者行為追蹤的資訊工具後，要如何根據資訊工具所蒐集得到的數據進行分析，並且深入探討趣吧在分析數據後，選擇採用轉換率做為行銷決策的參考是否合理，若不適合的話應該要如何分析才能符合趣吧想要提升行銷績效的目的。 企業不能認為只要有導入資訊工具，就必定會對公司有幫助，而是應該要瞭解如何正確的分析並使用這些資訊工具所得到的資料，才能對公司能有幫助。本個案透過行銷報酬率的計算方式，來確定不同行銷活動的績效，以幫助企業在從事行銷活動時，對於數據的應用，能有參考的做法。
關鍵字: 電子商務;數位行銷;消費者行為;數位轉型;行銷科技;
Abstract: Selecting performance indicators and measuring performance are crucial decision-making aspects for businesses, especially regarding the performance of functional departments. These metrics must align with the company's overarching performance objectives. Our study examines Tripbaa Inc.'s implementation of Google Analytics 4 on its e-commerce website to track consumer behavior. We discovered that "Marketing Return on Investment(ROI)" is a viable metric for assessing digital marketing efforts. Marketing ROI calculates the cost of marketing investments against the returns from sales, showcasing the value these marketing efforts add to a company or brands. Utilizing marketing ROI as a performance metric helps companies avoid seemingly successful marketing activities that fail cost-effectively. Through our analysis of Tripbaa Inc., we determined that marketing ROI more accurately reflects the company's financial objectives compared to the previously used sales conversion rate. Our findings offer a roadmap for businesses to establish performance metrics for their marketing activities. Companies can use our research as a guideline for gathering the necessary data to effectively assess and enhance their marketing performance.
Keywords: E-commerce, Digital marketing, Consumer behavior, Digital transformation, Performance evaluation;
瀏覽次數: 22478 下載次數: 641
引用 導入Endnote
頁: 333-357
日期: 2024/07
摘要: 趣吧旅行社股份有限公司為銷售旅遊行程之平台，許多提供旅遊行程的供應商都在趣吧旅行社的平台上銷售行程，趣吧為了增加行程的銷售亦自行安排許多行銷活動，根據不同的季節搭配事件或節慶來安排相關的行銷活動。趣吧的行銷活動均為在網際網路上進行的數位行銷，因此趣吧決定使用新版本的Google Analytics 4這套資訊工具，來追蹤消費者在網站上的瀏覽行為，以及消費者從哪個管道來到趣吧的網站。 本個案討論趣吧旅行社在導入消費者行為追蹤的資訊工具後，要如何根據資訊工具所蒐集得到的數據進行分析，並且深入探討趣吧在分析數據後，選擇採用轉換率做為行銷決策的參考是否合理，若不適合的話應該要如何分析才能符合趣吧想要提升行銷績效的目的。 企業不能認為只要有導入資訊工具，就必定會對公司有幫助，而是應該要瞭解如何正確的分析並使用這些資訊工具所得到的資料，才能對公司能有幫助。本個案透過行銷報酬率的計算方式，來確定不同行銷活動的績效，以幫助企業在從事行銷活動時，對於數據的應用，能有參考的做法。
關鍵字: 電子商務;數位行銷;消費者行為;數位轉型;行銷科技;
Tripbaa Inc.: The Decision Making in Digital Marketing
Abstract: Selecting performance indicators and measuring performance are crucial decision-making aspects for businesses, especially regarding the performance of functional departments. These metrics must align with the company's overarching performance objectives. Our study examines Tripbaa Inc.'s implementation of Google Analytics 4 on its e-commerce website to track consumer behavior. We discovered that "Marketing Return on Investment(ROI)" is a viable metric for assessing digital marketing efforts. Marketing ROI calculates the cost of marketing investments against the returns from sales, showcasing the value these marketing efforts add to a company or brands. Utilizing marketing ROI as a performance metric helps companies avoid seemingly successful marketing activities that fail cost-effectively. Through our analysis of Tripbaa Inc., we determined that marketing ROI more accurately reflects the company's financial objectives compared to the previously used sales conversion rate. Our findings offer a roadmap for businesses to establish performance metrics for their marketing activities. Companies can use our research as a guideline for gathering the necessary data to effectively assess and enhance their marketing performance.
Keywords: E-commerce, Digital marketing, Consumer behavior, Digital transformation, Performance evaluation;
瀏覽次數: 22478 下載次數: 641
引用 導入Endnote