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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/82847


    Title: 運用GA 分析改善數位廣告之研究
    Authors: 何祚鈐;Ho, Tso-Chieh
    Contributors: 高階主管企管碩士班
    Keywords: 數位廣告;Google 搜尋;Google Analytics;Digital Advertising;Google Search;Google Analytics
    Date: 2020-05-15
    Issue Date: 2020-06-05 17:24:02 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 隨著全球電子商務的蓬勃發展,網路購物已成為每人的日常。加上網路開店工具與一頁式商店的不斷更新與優化; 在網上開設商店已經是非常便利操作的簡單程序。新進的小品牌電商因為規模較小、資金預算也有限的情況下,如何善用數位廣告與追蹤衡量工具,建立數量化的指標拓展商機變得非常的重要。

    目前透過Google搜尋引擎服務的使用流量超過2兆以上,這個概念是指每天有50億次的搜尋。這也代表有需求的人正在透過Google 搜尋引擎尋找任何可以提供問題解決方案的廠商或是產品。如果在Google 的平台裡投放廣告,代表我們可能和競爭者有同樣機會在尋找這項商品與服務的人面前展示我們的商品和服務。

    本論文在研究過程中以“剖析Google Analytics從報表理解到實作”一書做為工具,從GA的操作概念建立到數據報表的說明與教學,同時結合了作者的顧問經驗提出報表觀察重點,讓初學者可以建立正確觀念,協助企業利用數據進一步進行商業決策。 研究過程則是採用自行架設電子商務網站各項廣告指標數據加以記錄,分析,修正後的一連串執行與反饋的流程。透過GA數據來評估最有效的數位廣告,並針對如何提高流量與提高轉換率提出優化的建議。 

    在實作記錄過程中發現一個可以做為日後廣告追蹤分析的指標觀察洞見。但真正有效的廣告投放是來自於不斷反覆的練習與修正及從客戶思維出發的所有商業模式。;With the vigorous development of global e-commerce, online shopping has become everyday for everyone. Coupled with the continuous update and optimization of online shop tools and one-page shops; opening a shop online is already a very simple procedure for easy operation. Due to the small scale and limited capital budget of newly entered small-brand e-commerce, how to make good use of digital advertising and tracking and measurement tools, and establish quantitative indicators to expand business opportunities become very important.

    The current use of Google search engine service traffic exceeds 2 trillion, this concept refers to 5 billion searches per day. This also means that people in need are looking for any manufacturer or product that can provide a solution to the problem through the Google search engine. If you put ads on Google’s platform, it means that we may have the same opportunity as competitors to show our products and services in front of people looking for this product and service.

    In the research process, this paper uses the book "Analysis of Google Analytics from Report Understanding to Implementation" as a tool, from the establishment of GA′s operation concept to the description and teaching of data reports, and combines the author′s consultant experience to put forward the key point of report observation. Allow beginners to establish correct concepts and assist companies to use data to make further business decisions. The research process is to use the self-built e-commerce website to record, analyze, and amend a series of execution and feedback processes. Use GA data to evaluate the most effective digital ads and make optimization suggestions on how to increase traffic and increase conversion rates.

    During the implementation of the recording process, I found an observation insight that can be used as an indicator for future advertising tracking analysis. But the really effective advertising placement comes from repeated practice and revision and all business models based on customer thinking.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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