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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:	[Executive Master of Business Administration] Theses

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