- 期刊
趣吧旅行社－數位行銷的選擇決策
Tripbaa Inc-The Decision Making in Digital Marketing
摘要
績效指標的選擇與績效量測為企業重要的決策問題，尤其是功能部門別的績效，必須與企業整體的績效目標一致。本研究討論趣吧行社股份有限公司，於電子商務網站內導入Google Analytics 4消費者行為追蹤資訊工具之個案，得到可以使用「行銷報酬率」做為數位行銷活動之績效評估指標的結論。行銷報酬率是指計算在行銷活動中投入的行銷成本與銷售的回報，以展示行銷活動為企業或品牌所產生的價值。採用行銷報酬率來做為績效指標，可以避免看似成功的行銷活動，在實際成本效益的部分卻是失敗的結果。本研究於解題分析後發現，採用「行銷報酬率」作為績效指標，相較於公司原本採用的銷售轉換率，更能夠反映公司的財務目標。研究的結果可作為企業在設定行銷活動績效指標時的準則，企業可以透過本個案來瞭解選擇績效指標的做法，以及如何蒐集用以評估行銷績效的必要資料，以作為未來從事行銷活動時進行改善的參考。
並列摘要
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.