臺灣博碩士論文加值系統

本研究旨在探討以程序化購買為基礎，有無利用 DMP 數據管理平台分析消費者資料並投放再行銷廣告是否會對廣告效果有顯著之影響。隨著廣告投放產業的進步與推演，程序化廣告的發展也越趨成熟。相比於傳統廣告投放，程序化廣告的優勢可以在每一個展示機會下將「對的廣告」在「對的時間」提供給「對的消費者」，這對雙方都是非常良好的廣告模式，消費者可以只看到本身有需求的廣告資訊，品牌廣告主可以只對目標使用者規畫預算投遞廣告，提高數位行銷的投資報酬率，得到更高的收益。
本研究採用實際廣告投放所得的回饋數據。結合「程序化購買」與「大數據」兩大議題，探討以程序化廣告為基礎時，加入 DMP 數據管理平台的協助，將使用者數據經過 DMP 分析優化廣告投放策略。比較有無此廣告投放操作手法其廣告效果的差異。因此，本研究建立兩個廣告活動，分別為「Campaign A-運用 DMP分析後的資料」與「Campaign B-無運用 DMP 分析後的資料」，並同時間進行投放再行銷廣告。利用敘述性統計與獨立樣本 T 檢定統計方法分析數據。進而說明有無透過DMP 分析的廣告活動中，對廣告效果是否會有顯著的影響。
研究結果顯示，「Campaign A-運用DMP分析後的資料」中，其「點擊率CTR」、「轉換率 CR」有顯著提升，「每次點擊成本 CPC」、「每次轉換成本 CPA」則顯著降低。因此，我們推測利用 DMP 數據管理平台分析消費者數據後優化廣告投放策略，可以有效提升廣告效果。

This study presents a investigation of whether the use of the Data Management Platform based on programmatic advertising will have significant impact on advertising effect or not. With the advancement of the advertising industry, the development of programmatic buying advertising has become more mature. Compared to traditional advertising, the advantage of programmatic advertising can provide "right advertisements" to "right consumers" at the right time for each display opportunity. This is a very good advertising model for both parties. Consumers can only see advertising information to their own needs. Brand advertisers can only plan a budget for targeted users, increase the return on investment for digital marketing. This research uses the feedback data obtained from the actual advertising campaign. This study combined “programmatic buying” and “big data” and discuss the use of the Data Management Platform based on programmatic advertising. After analyzing user data via DMP, we can optimize the advertising strategy and then launch retargeting ads. Furthermore, the study compare the difference in advertising effect of this ad delivery method. Therefore, this study established two advertising campaigns, "Campaign A – the data after DMP analysis" and "Campaign B – the data without DMP analysis" , and both the campaigns were delivered at the same time. The obtained data were analyzed by using descriptive statistics and Independent-Sample T Test verification statistical methods. Whether there is a significant impact on advertising effect in advertising campaigns through DMP analysis. The study results show that in "Campaign A – the data after DMP analysis", both CTR and CR were promoted significantly, moreover, CPC and CPA decreased significantly. Therefore, the study show that using Data Management Platform analyze consumer data to optimize the advertising strategy can promote the advertising effect.

中文摘要 I
ABSTRACT II
誌謝 III
目錄 IV
表目錄 VI
圖目錄 VII
第一章 緒論 1
1.1. 研究背景 1
1.2. 研究動機與目的 7
1.3. 研究流程 8
第二章 文獻探討 9
2.1. 程序化購買廣告 10
2.2. 大數據應用於數位廣告投放 20
2.3. 再行銷廣告 26
2.4. 廣告效果 32
2.5. 網路廣告效果衡量 40
第三章 研究方法 42
3.1. 研究架構 42
3.2. 研究假說 43
3.3. 研究變數的操作型定義與衡量 44
3.4. 研究設計與分析方法 47
3.5. 研究資料分析方法 48
第四章 資料分析 49
4.1. 敘述性分析 49
4.2. 獨立樣本T檢定分析與假說驗證 53
第五章 結論與建議 54
5.1. 研究結論 54
5.2. 管理意涵 56
5.3. 研究限制 57
5.4. 後續研究方向 57
參考文獻 59

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