English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113822/144841 (79%)
Visitors : 51826427      Online Users : 312
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/149494


    Title: 行銷科技發展與應用之個案分析
    A Case Study on the MarTech Developments and Applications
    Authors: 林毓聲
    Lin, Yu-Sheng
    Contributors: 邱奕嘉
    林毓聲
    Lin, Yu-Sheng
    Keywords: 行銷科技
    數位轉型
    顧客數據平台
    人工智慧
    敏捷開發
    最小可行性產品
    產品與市場相契合
    MarTech
    Digital Transformation
    CDP
    AI
    Agile
    MVP
    PMF
    Date: 2024
    Issue Date: 2024-02-01 11:03:18 (UTC+8)
    Abstract: 遊戲個案公司面臨第三方cookie即將失效，導致廣告花費上升，增加了招募玩家的成本。進而注重第一方數據，運用行銷科技中的顧客數據平台，透過標籤勾畫出玩家360度樣貌，進而用預測、分群、旅程來頗析玩家，有效減少玩家流失，留住現有客戶，降低行銷成本和增加營收。

    在個案成功導入行銷科技的過程中，公司中的組織變革、敏捷開發，和由上而下的支持與推動至關重要。本文也提供顧客數據平台的平台架構和完整的功能說明，作為有意自行開發或導入顧客數據平台的公司之參考。
    The gaming case company is facing the impending expiration of third-party cookies, leading to a rise in advertising costs and an increase in the recruitment expenses for acquiring players. Consequently, there is a shift towards prioritizing first-party data, leveraging Customer Data Platforms (CDP) within MarTech. Through tagging, a comprehensive 360-degree profile of players is outlined, enabling the analysis of players through prediction, segmentation, and customer journey mapping. This approach effectively reduces player churn, retains existing customers, and lowers marketing costs while increasing revenue.

    In the successful implementation of MarTech in this case, organizational change, agile development, and top-down support and promotion are crucial within the company. This article also provides the platform architecture and a comprehensive explanation of functionalities of the CDP, serving as a reference for companies intending to develop or adopt CDP.
    Reference: Frederick F. Reichheld and W. Earl Sasser, Jr. (September – October 1990). Zero Defections_ Quality Comes to Services. 擷取自Harvard Business Review - Ideas and Advice for Leaders: https://hbr.org/1990/09/zero-defections-quality-comes-to-services
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932073
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932073
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

    Files in This Item:

    File Description SizeFormat
    207301.pdf3544KbAdobe PDF0View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback