# Tagtoo (塔圖科技) — full text > Full-text export of tagtoo.com for AI answer engines. Tagtoo is an AI-driven, cross-platform digital advertising company for e-commerce (Meta/Facebook, Google, LINE, TikTok), focused on Taiwan and Southeast Asia. Content is primarily Traditional Chinese, with English and Bahasa Indonesia blog posts. See https://www.tagtoo.com/llms.txt for the concise index. --- # Pages ## 我們透過 AI 將廣告成效最佳化 URL: https://www.tagtoo.com/ ## 我們透過 AI 將廣告成效最佳化 ## 強大的廣告解決方案 ### 成效型廣告 為每一間電商量身打造適合的廣告方案 Tagtoo 團隊為各大電商平台提供專業廣告建議 依據各需求提出符合效益的廣告合作方案 ### 品牌型廣告 擁有更多元的廣告曝光形式 為每個品牌打造客製化的受眾目標 透過更好玩的廣告形式加強與消費者的互動 ## 遍佈每一個廣告渠道 ## Tagtoo 是這些客戶的強大後盾 ## 隱私權政策 根據隱私權政策的規定，塔圖科技可能會保留和使用您在使用本服務期間所提供的資料。塔圖科技除非取得您的明確同意使用您的客戶資料或取得相關第三方的同意，否則不會與任何第三方共享您的客戶資料或任何第三方的客戶資料。塔圖科技只會在符合法律規定或誠信原則的情況下，認為存取、保存或揭露客戶資料是保護塔圖科技、其使用者或大眾權益、財產或安全的合理必要行為時，才會進行相關操作。在某些特定情況下，塔圖科技可能會根據塔圖科技的指示向第三方提供客戶資料，但僅限於執行受嚴格限制的工作，並且必須遵守協議的規定，並采取適當的保密和安全措施。 ## 成功案例 URL: https://www.tagtoo.com/case-studies ## 成功案例 ## 焦點案例 ### 萬家福 #### 遇到困難點 相較於其他綜合性電商雖然產品價格具有競爭力，但大多數仍為舊客重複購買，在新客用戶上的推動仍然成效有限。 #### Tagtoo 解決方案 透過 Tagtoo 的 Product Feed 優化，抓取所有商品價格資料，並藉由交叉比對後選定較有價格優勢之產品進行廣告推播。 ### 成果 42% 新客轉換率提升 ### 小三美日 #### 遇到困難點 新客比例不斷減少，廣告成本卻不斷再增加。網站內引進更多元產品，但廣告操作上困難度提升。 #### Tagtoo 解決方案 增加 GSA 廣告形式，找到具有購買需求的消費者。搭配 Product Feed 分類與優化，讓全站商品有效提升曝光。 ### 成果 10% 新用戶比例提升 ### 60% GSA 新用戶比例高達 ### 18% 點擊成本下降 ### Chicco #### 遇到困難點 原只經營官網廣告，導致成長遇上了瓶頸。 #### Tagtoo 解決方案 利用 Tagtoo DPA 技術，為 Chicco 開發 Shopee 、 Lazada 等新的渠道。此外，提供專業廣告與素材策略建議，提升 Chicco 整體廣告成效。 ### 成果 ROAS 10 平均全站收益大提升 透過 Tagtoo 的協助，Chicco 平均 ROAS 成長至 10。 於雙 11 活動期間，ROAS 成長了 190%，Daily ROAS 更高達 75.72。 台灣 ### 台灣經典案例 前往查看 海外 ### 海外成功案例 前往查看 ## 海外案例 URL: https://www.tagtoo.com/case-studies/overseas-case ## 海外案例 ## 品牌客戶 ### 綜合電商 HaWooo、iQueen、Shopee ### 流行服飾 ALHUMAIRA、Ashh&Annas、Adelais、CARDI、DR.CARDIN、FANACouture、JONLIVIA、LOVEBITE、PANAZ、Pott Glasses、Sha Mirac、UNIQACCES、XES ### 美妝保養 Ayana Bali、Kecantikan Journal、MIRAE、Slimbig、The Body Shop、Watsons、Zoffya ### 更具備多元產業的專業經歷 電子產品、金融保險、食品餐飲、家居生活、母嬰用品、旅遊假期 ## 焦點案例 #### Dr. Cardin：馬來西亞的時尚品牌透過東南亞熱門平台 TikTok 實現80%銷售激增 這個時尚品牌以其50年來製作時尚且實惠的鞋子和包包的專業知識而著稱。憑藉其優質和現代設計所建立的聲譽，Dr. Cardin 已成為鞋類行業的信賴品牌。自2020年起，Dr. Cardin 一直與Tagtoo合作，以確保在時尚行業中實現可持續增長。 #### 1. 主要挑戰 主要挑戰是提高觀眾參與度和銷售額，旨在實現高效的廣告支出回報率（ROAS）。 #### 2. Tagtoo解決方案 Dr. Cardin 在TikTok上實施了全渠道數位行銷策略，在 Double Day 和超級品牌日等高流量促銷活動期間使用視頻購物廣告（VSA）和產品購物廣告（PSA）。 利用熱門主題並與關鍵意見客戶（KOCs）合作以提高廣告參與度。互動附加功能包括倒計時貼紙和展示卡，以建立緊迫感並突出促銷活動。 #### 3. 關鍵結果 這種方法顯著提高了品牌參與度和銷售額，利用TikTok相比其他平台較低的每次行動成本和較高的轉換率。Dr. Cardin 不僅達到而且超過了其ROAS和銷售目標，展示了針對特定平台、互動廣告策略的有效性。 #### 銷售收入 #### +80% #### 個人檔案瀏覽量 #### 9,000+ #### ROAS #### 8.41 #### 轉換率 #### +39% #### Careso：清真美妝品牌 Careso 通過 TikTok 使日均收入增長161% Careso 是一個知名的印尼本土品牌，以清真香水和身體乳產品而聞名，在 TikTok 上已累積了50.2k的大量追隨者。 #### 1. 主要挑戰 Careso 的主要目標是通過 TikTok Shop 廣告提升銷售，旨在維持5或以上的廣告支出回報率（ROAS）以優化盈利能力。這個目標源於品牌對 Shop 廣告的廣泛使用，以及其致力於通過 TikTok Shop 的娛樂購物方式提供卓越購物體驗的承諾。儘管做出了這些努力，Careso 仍然面臨著進一步擴大業務規模以滿足不斷變化的市場需求和願景的挑戰。 #### 2. Tagtoo解決方案 Tagtoo 為 Careso 提升了認知廣告以增加潛在消費者的曝光度，並根據過去的數據優化了 Shop 廣告。不僅如此，通過專注於通過認知廣告擴大我們的再行銷受眾，我們可以進一步提高 Shop 廣告的效果。我們還同時針對總收入和購買目標進行優化，以最大化整體收入和銷售。 #### 3. 關鍵結果 Careso 最近的 TikTok 廣告活動取得了令人印象深刻的成果，整體表現相比前幾個月顯示出顯著增長。這些舉措導致日均收入大幅增長，反映出強勁的消費者興趣和市場滲透。值得注意的是，無論是轉化導向還是再行銷活動都大幅超過了其廣告支出回報率目標，凸顯了它們的有效性。預算調整允許進一步優化這些活動，進一步推動其成功。 #### 每日收入 #### +161% #### ROAS #### +135% #### 再行銷ROAS #### +150% #### Umma：馬來西亞時尚品牌 UMMA 通過 TikTok 實現132%收入增長 UMMA 是一個專注於穆斯林時尚的知名本土品牌，提供多樣化的時尚和端莊服裝選擇。 #### 1. 主要挑戰 自2023年以來，現有的廣告渠道的 ROAS 出現下降，而替代渠道在擴張努力中面臨挑戰，這使得廣告方面的進展變得困難。 #### 2. Tagtoo解決方案 Tagtoo 建議在2023年第四季度暫停原有的廣告渠道，將重點轉移到 TikTok，然後優先優化廣告創意和互動附加功能，以針對用戶進行轉化優化。 #### 3. 關鍵結果 UMMA 轉向 TikTok 廣告的策略已證明非常成功。這個活動導致每日收入顯著增加，展示了強勁的市場接受度和消費者參與度。無論是轉換導向還是再行銷策略都超出了預期，實現了令人印象深刻的 ROAS 數字。對預算分配的調整使得這些活動能夠進一步微調，從而實現了最大化的回報。 #### 收入 #### +132% #### 平均ROAS #### 6.33 ## 台灣案例 URL: https://www.tagtoo.com/case-studies/tw-case ## 台灣案例 ## 品牌客戶 ### 綜合電商 momo購物網、樂天市場、屈臣氏、萬家福、燦坤 ### 流行服飾 Lativ、GU、NET、Grace Gift、三花棉業、迪卡儂、EDWIN、SUITANGTANG ### 美妝保養 小三美日、86小舖、寵愛之名、1028、Dr.CINK、ORBIS ### 更具備多元產業的專業經歷 旅遊假期、食品餐飲、生活驅動、遊戲娛樂、金融保險、 房產投資、寵物相關、母嬰用品、品牌形象 ## 案例成果 ### 萬家福 #### 遇到困難點 相較於其他綜合性電商雖然產品價格具有競爭力，但大多數仍為舊客重複購買，在新客用戶上的推動仍然成效有限。 #### Tagtoo 解決方案 透過 Tagtoo 的 Product Feed 優化，抓取所有商品價格資料，並藉由交叉比對後選定較有價格優勢之產品進行廣告推播。 ### 成果 42% 新客轉換率提升 ### 小三美日 #### 遇到困難點 新客比例不斷減少，廣告成本卻不斷再增加。網站內引進更多元產品，但廣告操作上困難度提升。 #### Tagtoo 解決方案 增加 GSA 廣告形式，找到具有購買需求的消費者。搭配 Product Feed 分類與優化，讓全站商品有效提升曝光。 ### 成果 10% 新用戶比例提升 ### 60% GSA 新用戶比例高達 ### 18% 點擊成本下降 ### 金石堂 #### 遇到困難點 網站產品數量過於龐大，無法有效的進行 Product Feed 生成與優化，導致電商網站成長有限。 #### Tagtoo 解決方案 Tagtoo 協助生成全站的 Product Feed，並依據各類商品進行分類與優化。 同時提供廣告策略上的建議，將廣告佈局於 Google Shopping 與 DPA 等類型廣告。 ### 成果 28% 全站營業額提升 ### 放心初蔬果網 #### 遇到困難點 放心初蔬果網的廣告表現一直以來都維持穩定成長，但仍期望能有效提升品牌的新客，並將投報率(ROAS)作為廣告衡量指標。 #### Tagtoo 解決方案 我們推薦將廣告活動加入塔圖的LTA受眾包，搭配使用其中5種不同類型的LTA受眾，包括關注美妝產業者的受眾、近期有比價廚房雜貨的受眾等。 ### 成果 1.8倍 轉換率比起Meta受眾 ### 2.2倍 投報率比起Meta受眾 ### 50% 轉換成本比起Meta受眾 ### 異軍互動 #### 遇到困難點 客戶期望有效提升遊戲註冊人數，並以使用者的註冊數量、轉換成本做為主要的成效衡量指標。 #### Tagtoo 解決方案 針對此目標我們推薦廣告活動可以加入塔圖的受眾包，搭配使用4種方向類型的塔圖受眾們，包括寵物受眾、金融投資受眾、購買力受眾、購買玩具、飛鏢受眾。 ### 成果 1.4倍 轉換數比起Meta受眾 ### 16% 轉換成本比起Meta受眾 ### 21% 轉換成本比起Meta寵物受眾 ### OB嚴選 #### 遇到困難點 OB 嚴選與塔圖合作，希望我們能提供更多廣告受眾上的選擇。 #### Tagtoo 解決方案 因此塔圖應用品牌站內的使用者數據，搭配我們的AI模型訓練，藉此預測出使用者未來的消費行為，並將這些受眾打包成為品牌的客製化受眾來投放廣告。 ### 成果 27% 廣告轉換數 ## 聯絡我們 URL: https://www.tagtoo.com/contact-us ## 聯絡我們 ## 讓 Tagtoo 解決你的痛點 Tagtoo 提供專業的技術後盾以及多元的廣告解決方案，幫助各大電商與品牌達成廣告目標。不論你需要什麼廣告方案或是目前希望透過廣告來突破各種階段的行銷困境，Tagtoo 服務團隊將為你的電商或品牌規劃適合的行銷方案，並協助你突破目前困境。 ### 歡迎與我們聯繫 姓名 * 公司名稱 * 職稱 * 電子郵件 * 聯絡電話 * 官網網址 * 接洽類型 * 您的回答 成效型廣告 品牌型廣告 小紅書廣告 智慧廣告投放系統 (Adchief) 數據交換平台 (DXP) 塔圖受眾包 資料串接服務 (Server to Server、即時GA4) 跨渠道廣告報表 (Dashboard) 廣告帳號代開 其他 廣告預算 * 您的回答 10萬以下 11~30萬 30萬以上 問題需求描述 * 提交 ## We use AI to optimize advertising performance URL: https://www.tagtoo.com/en ## We use AI to optimize advertising performance ## Powerful Advertising Solution ### Performance Advertising Tailor a suitable advertising plan for each e-commerce company Tagtoo’s team provides professional advertising suggestions for major e-commerce platforms Propose cost-effective advertising cooperation plans based on various needs ### Brand Advertising Have more diverse forms of advertising exposure Create customized audience targets for each brand Strengthen interaction with consumers through more interesting advertising formats ## Presence in Every Advertising Channel ## Tagtoo Is A Strong Backing For These Customers ## Privacy Policy In accordance with our privacy policy, Tagtoo may retain and use the data you provide during your use of our services. Tagtoo will not share your customer data or any third-party customer data with any third parties unless we obtain your explicit consent or the consent of the relevant third party. Tagtoo will only access, retain, or disclose customer data when it is reasonably necessary to protect the interests, property, or safety of Tagtoo, its users, or the public, in compliance with legal requirements or ethical principles. In specific cases, Tagtoo may share customer data with third parties as directed by Tagtoo, but only for the purpose of performing tightly restricted tasks and subject to contractual provisions that mandate confidentiality and security measures. ## Kami menggunakan AI mengoptimalkan kinerja iklan URL: https://www.tagtoo.com/id ## Kami menggunakan AI mengoptimalkan kinerja iklan ## Solusi Periklanan ### Perfomance Marketing Sesuaikan rencana periklanan yang sesuai untuk setiap e-commerce atau brand Tagtoo memberikan saran yang profesional terkait periklanan untuk platform e-commerce Mengusulkan rencana periklanan dengan biaya yang hemat, sesuai dengan kebutuhan dan rencana kerjasama. ### Iklan Brand Memiliki bentuk iklan eksposur yang lebih beragam Membuat target pasar yang sesuai untuk setiap brand Memperkuat interaksi dengan konsumen melalui konten yang lebih menarik ## Di Semua Channel Periklanan ## Tagtoo Adalah Pendukung Yang Kuat Untuk Pelanggan Ini ## Privacy Policy In accordance with our privacy policy, Tagtoo may retain and use the data you provide during your use of our services. Tagtoo will not share your customer data or any third-party customer data with any third parties unless we obtain your explicit consent or the consent of the relevant third party. Tagtoo will only access, retain, or disclose customer data when it is reasonably necessary to protect the interests, property, or safety of Tagtoo, its users, or the public, in compliance with legal requirements or ethical principles. In specific cases, Tagtoo may share customer data with third parties as directed by Tagtoo, but only for the purpose of performing tightly restricted tasks and subject to contractual provisions that mandate confidentiality and security measures. ## 產品服務 URL: https://www.tagtoo.com/products ## 產品服務 ## 塔圖特色 Tagtoo擁有自己獨家的數據資料庫，透過Tagtoo資料庫可以協助品牌做到更多元的受眾族群鎖定。 依據消費者曾在網路上的瀏覽行為分析，可以為品牌發掘出過去忽略的潛在受眾族群，同時搭配各大網站上的內容比對，能精準地將廣告觸及給目標消費者。 在與資料庫的輔助結合下，Tagtoo 不只能讓消費者加強對於品牌廣告的喜好程度，更能為品牌將廣告做到曝光極大化的效益。 ## 塔圖優勢 Tagtoo在電商廣告中已經有多年的投放經驗，不只擅長於各渠道的廣告形式，更能為各電商帶來漂亮的成本效益。 Tagtoo也致力於優化現有的廣告形式，透過Tagtoo的工程團隊能為電商需求打造客製化的 DPA (動態化產品廣告)以及各式的 Product Feed。 藉由Tagtoo的工程背景，我們也不斷在開發新的廣告版位與形式，讓各電商可以與消費者產生更高的黏著度。 ## AdChief 是否對於操作廣告感到陌生？是否不知道該如何為自己的電商產出 Product Feed 呢？ AdChief 是一個自動化廣告投放平台，只要輕鬆幾個步驟立即協助你做出自己的 Product Feed，更可以透過 AdChief 為你設定好客製化的商品推薦廣告，只需要輸入預算、目標，立即就由 AdChief 透過AI的方式來為你的電商帶來業績。 同時， AdChief 更可以讓你自行設計專屬的 DPA (動態化產品廣告)廣告模板，讓你的廣告獨一無二。 ## Dashboard 我們深刻理解廣告的數據是非常重要的，但在整理各大廣告平台的數據總是費時又費力。 透過 Dashboard，我們能幫助你在一個平台內快速整理出 Facebook、Google、Yahoo、Google Analytics 的相關數據，只需要預先設定好需要查看的指標，後續就可以快速彙整出你想觀看的數據，更可以設定每日自動更新讓你隨時掌握最新的廣告數據資料。 ## AdChief URL: https://www.tagtoo.com/products/adchief ## AdChief ## AdChief 讓廣告建立更快速創造更多可能性 透過 AdChief ，你可以更快速地建立出屬於自己的 DPA (動態化產品廣告)以及購物廣告。 AdChief 可以輕鬆解決產品目錄的制定與優化，同時提供多樣化的版型，讓你輕鬆設計又吸睛！ 並且藉由 Tagtoo 多年的廣告經驗下， AdChief 會自動在系統內的多種廣告投放方式中，為您的廣告找到最佳的廣告組合。 - ### 產品目錄制定及優化 輕鬆解決最麻煩的部分 - ### 多樣化版型 彈性設計更吸睛 - ### 即時更新 廣告迅速更新 - ### 人工智慧設定廣告 經驗與智慧的累積 ### 自由設定 DPA 版型 #### 在 AdChief 你可以自由設計 DPA (動態化產品廣告)的廣告樣式，也不用擔心產品圖大小不符合而被裁切！透過圖層疊加的方式，可以自由發揮你的創意，讓你的廣告更加一目瞭然也更吸引人。 - ### 原始產品圖 - ### 套用前 - ### 套用後 ### 設計一次即可套用到所有商品！ ### 解決繁瑣的 Product Feed AdChief 可以協助生成網站的 Product Feed，並且進行優化，藉由 Feed 優化功能，為你的商品進行更深層的商品分類與設定。 讓你的購物廣告獲得更高的曝光次數以及提升點擊率！ ### Product Attributes 產品屬性：商品名稱、商品描述、商品價格等等 ### Update Daily 每日更新 ### 透過優化 Feed 提高曝光次數、增加點擊率！ ### 自動化廣告架構 AdChief 將 24 小時不間斷的監控與持續優化 - AdChief 具有 Tagtoo 十年來的廣告操作經驗，更超過 1000 家的電商數據經驗，只需簡單設定期望的廣告效益，系統會自動從多種的廣告組合中尋找最適合的執行方式。 - 透過多種廣告投放方式的學習下，也能自動找到提升轉換量與降低廣告成本的最佳組合！讓你不必煩心廣告優化不即時的問題。 ### 自動找到 提升轉換量 與 降低廣告成本 的最佳組合！ - #### 產品目錄優化 排名更往前，提高曝光機會 - #### 廣告受眾自動學習 新客、舊客、高收益客，一網打盡 - #### 廣告活動預算智慧分組 提高 ROAS 與銷售總量 - #### 自動化調整廣告組合 依照全站的使用者行為和廣告投放結果來不斷學習 立即申請，專人服務！ ## AI 產品字 URL: https://www.tagtoo.com/products/ai-generic-keywords ## AI 產品字 ## 關鍵字廣告的盲點 - #### 廣告預算容易過於集中在品牌字 - #### 廣泛比對或 DSA 難以判定成效來源 - #### 商品數量眾多時，人工設定難以齊全 - #### 廣告文案不夠貼切對應的搜尋字詞 ### AI 產品字可以突破你的盲點 - #### 自動產出大量關鍵字組 透過機器學習，4000 個商品就可展開成 10 萬組關鍵字 - #### 自動排程增減關鍵字組 產出高相關關鍵字及文案後，透過排程更新可持續優化 - #### 自動生成高相關性文案 文案內容高度客製化，讓廣告能對應搜尋的字詞並且連動產品資訊 ## AI 產品字文案範例 - #### 套用前 - #### 套用後 與消費者實際搜尋字詞高度相關，並可動態產出折扣數 ### AI 產品字廣告優勢 - #### 獨家廣告架構設置 Tagtoo 將分析網站內容擬定廣告架構，用 AI、DSA 等廣告提高覆蓋率 - #### 自動產出網站產品字詞 透過 AI 辨識全站商品字，使廣告更有機會帶來更多新客流量 - #### 呼應字詞的客製化文案 AI 不只讓廣告文案更加符合關鍵字詞，同時也保有字詞廣度與文案通順 - #### AI 賦能持續更新及優化 藉由 Tagtoo AI 系統，可以每日定時更新商品字詞，並且依照廣告成效進行優化 立即申請，專人服務！ ## 品牌廣告 URL: https://www.tagtoo.com/products/brand-advertising ## 品牌廣告 ## 更多元的受眾選擇 除了基本的語言、裝置、地區...等等的設定，Tagtoo 提供更進階的受眾選擇我們透過更多方位的受眾設定，讓你的廣告能更有效地觸及到你的潛在消費者。不止如此，我們也能協助你增強你的品牌知名度。 ### 廣告聯播網 The Trade Desk 擁有強大的原生和第三方資料庫，可以更精準地鎖定世界各地的廣告市場，觸及在地的主流媒體平台。 - 規模最大第三方多媒體聯播網 - 整合全世界第三方消費者數據庫 - 聯播網覆蓋 Yahoo 原生、Google 聯播網等常見曝光版位 - ### YouTube #### 觸及規模 20億人 - ### Facebook #### 觸及規模 21億人 - ### The Trade Desk #### 觸及規模 40億人 ### 多元鎖定方式 ### ▪ 依照廣告需求指定投放受眾 語言、裝置型號、裝置類型、系統、時間及日期、地區、定位、網站、消費行為、信用卡、通路、頻率 ### ▪ 用戶瀏覽行為、網站內容分析 痞客邦文章類型劃分：旅遊類文章、美食類文章、母嬰類文章 ### 打開你對數據的想像 #### 客製化數據打包 ### 01 經常逛服飾電商、彩妝論壇 ### 02 查閱彩妝類別的部落格文章 ### 03 折扣、網購愛好者 ### 05 彩妝保養品購買紀錄 ### 04 經常造訪藥妝店 ### 消費類型分類 #### Tagtoo 可以透過消費者消費類型進行分類。我們將消費者的類型、週期性，甚至從高層級消費者進行分類，讓品牌廣告更能貼近在適合的消費者眼前。 ### 串接信用卡線上消費紀錄，針對消費行為進行投放 - 市場消費 - 週期性消費 - 頂級消費者 ### 透過電子發票 APP 分析消費數據 - ### 一年約 60 ~ 80 萬個相異裝置 - ### 全台約 10 萬家商店的銷售資料 - ### 累積了 600 多萬種相異商品 3C/電器、日用品、加工食品、生活百貨、生鮮食品、米酒/罐頭/泡麵/調味料、服飾/配件、菸酒、飲料、零食、餐飲、藥妝/保健 - ### 各式通路 - ### 精準時間 - ### 精確金額 - ### 各種商品 ### 我們可以做到 藥妝店常客 沒有特定品牌偏好 購買過他牌洗面乳 下午茶愛好者 ### 逛過屈臣氏實體店面 ### 他牌產品消費紀錄 ### 百貨公司刷卡紀錄 ### 定位鎖定 #### Tagtoo 可以鎖定多種的常見生活地點，同時也可以依據頻率排除非目標受眾，透過精確的地點鎖定，讓廣告更能接觸到符合的興趣受眾。不管是星巴克、麥當勞、便利商店、商場百貨、大賣場...等等，Tagtoo 都能輕鬆鎖定這些地點。 ### 根據用戶的實時位置精準投遞廣告 - 常見生活地點，如汽車百貨、麥當勞、中油、郵局等等 - 利用經緯度鎖定用戶感興趣的商店或是地點 - 最小可鎖定 50m 範圍內的用戶 - ### 指定地點 鎖定在某知名品牌咖啡店裡的受眾 - ### 生活圈與日常路徑 鎖定生活圈在某知名品牌咖啡店周圍或常上此品牌店面的族群 - ### 傳送客製化訊息 排除在某知名品牌咖啡店內上班的員工 ### 線下行為數據資料庫 - #### 根據用戶的實時位置精準投遞 利用經緯度精準定位用戶感興趣的商店或者地點，最小可鎖定 50m 範圍內的用戶。 *Google 與 Facebook 最小鎖定範圍 1km - #### 生活圈與日常路徑 常見生活地點。 *汽車百貨、麥當勞、中油、郵局、屈臣氏、便利商店、星巴克等等 - #### 頻率判定 排除掉一切非顧客的地理雜訊。 ### 文章興趣分類 #### 我們熟知現在消費者在網路上的瀏覽習慣，藉由鎖定各類型的文章分類進行全面性的廣告曝光，充分讓品牌的潛在受眾引起高度興趣，進而更加熟知品牌相關訊息。 ### 針對用戶文章喜好進行投放 舉凡美食、美妝、購物、科技、汽車、親子、旅遊、運動、財金、健康、嗜好、寵物。 立即申請，專人服務！ ## CPAS廣告 URL: https://www.tagtoo.com/products/cpas ## CPAS廣告 ### 關於蝦皮 CPAS 協作廣告 ### 想提升營業額？ - 使用蝦皮商城 商品目錄下廣告 - 消費者在FB/IG看到 更清楚的商品與價格 - 更流暢的廣告，消費者迅速下單 完成銷售目標 ### 廣告，不用再擔心！ - ### 最低預算門檻 預算不多 也可以開始 - ### ROAS有感提升 5-7倍 平均回報 - ### 商城業績滿滿 2-4倍 平均成長 ### 關於Tagtoo - ### 購物車再行銷 針對來訪用戶再行銷轉換率 上升5倍 - ### 專業團隊 Tagtoo專業代操團隊 10年 專業經驗 - ### ROAS最佳化 ROAS平均5以上， 投資越多賺越多 - ### 專業廣告顧問 分析每週廣告狀況 提供 廣告規劃與建議 ### 成功案例分享 - ### DR. CARDIN #### 透過 Tagtoo 投放 CPAS 廣告 從開發新客的導流廣告，到轉換目標的再行銷廣告。 達成目標 ROAS 成效大於 7 雙 11 節日成長近 200％ - ### MOOIMOM #### Tagtoo 運用 CPAS 的版位多樣性 藉由「精選集廣告」導入新客，再由「輪播廣告」進行再行銷。 達成目標 每月新客導入超過 60% 新客 ROAS 大於 4 - ### THIS IS APRIL #### CPAS 廣告長期穩定合作 平時以「輪播廣告」進行再行銷廣告，特殊檔期加碼投放新客廣告。 達成目標 ROAS長期平均6-8 雙11活動 新客廣告ROAS 4 ### 合作流程 01 ### 申請廣告合作 點選下方按鈕，前往表單填寫聯絡資訊 - 02 ### 討論合作方案 暸解合作方式與前置作業流程，並確認合作方式、合作預算以及廣告走期 - 03 ### 協作廣告帳戶串接 由 Tagtoo 協助申請帳戶並進行廣告設定串接 - 04 ### 確認廣告與細節 確認廣告文案與素材，並確認預計投放的受眾類型、預算配置等 - 05 ### 開始投放蝦皮xFB協作廣告！ 透過 Tagtoo 開始投放廣告 立即申請，專人服務！ ## Dashboard URL: https://www.tagtoo.com/products/dashboard ## Dashboard ## 一鍵整合廣告數據 Dashboard 是新一代的廣告數據整理工具 透過 Dashboard，你可以快速的整合四大平台的數據資料 Google Analytics、Facebook、Google Ads、Yahoo 省下過去需要到個別的後台取得數據以及整理的時間成本 讓你可以更專注於廣告成效優化 - ### 簡單匯整 ### 四大平台 - ### 自訂報表 ### 整合技術 - ### 立即掌握 ### 廣告價值 ### 可自由定義報表內容 #### 報表數字正確率 100%，一站整合多種後台來源 - ### Facebook - ### Google - ### Yahoo - ### Google Analytics ### FB、Google、Yahoo、GA 一次到位！ #### 想要的渠道數據在這裡皆可全部瀏覽 - ### 可以選擇想看的數據內容 直覺化使用設計，能夠讓你依照不同的需求來設定各種數據欄位 - ### 制定各種廣告層級來檢視數據 並且自由選擇合適的衡量指標 - ### 支援多人分享的功能 將報表內容儲存完成後，可立即直接將報表分享給其他人，亦可使用下載功能，使整理數據更加便利！ ### 亮眼特色 - ### 直覺設計 簡單拖曳 使用流程直接明暸 - ### 欄位呈現明確 數據隨手拉 報表輕鬆做 - ### 自定義報表 為不同分析需求 快速製作報表 - ### 報表分享功能 提升工作效率 交接無縫接軌 ### 設定簡單，立即上手 #### 只需要將個廣告平台分享給 Dashboard 專屬 email， #### 即可立即將數據彙整至 Dashboard！ ### 簡單兩步驟 #### 輕鬆串接所有數據 - 提供與分享權限 提供 Facebook、Google、Yahoo 帳號 ID，Google Analytics 分享權限給指定 email - 同意權限 在後台收到通知後同意權限 - 即可使用 Dashboard 立即申請，專人服務！ ## 塔圖數據交換平台 Data Exchange Platform (DXP) URL: https://www.tagtoo.com/products/data-exchange-platform ## 塔圖數據交換平台 Data Exchange Platform (DXP) ### 這是一個專為品牌打造的數據交換平台，塔圖憑藉14年的廣告經驗，我們透過全方位的數據分析與應用，協助品牌行銷策略更加精準。平台上提供包含品牌受眾的分析報告、產業受眾的分析報告以及廣告素材的靈感等。 ### DXP能為品牌提供什麼? #### 四大行銷關鍵優勢： #### 品牌受眾深入洞察 從站內到站外，全面了解自身品牌客戶輪廓，讓行銷方向更貼近客戶需求。 #### 更多元的受眾選擇 塔圖數據工程師透過精密規則，分析用戶行為並生成超過750種受眾包，協助廣告主精準鎖定目標受眾。 #### 指定客群輕鬆投廣 品牌能指定特定客群，打包該受眾直接運用到廣告後台，實現精準行銷。 #### 廣告靈感一網打盡 瀏覽多元廣告素材範例，快速掌握同業競爭者動態，精準打造受眾偏好的創意內容。 ### DXP 服務項目 #### 數據報告 #### 受眾投廣 #### 素材策略 ### 數據報告 #### 報告內容包括: 消費力分布、使用者輪廓描述、使用者輪廓圖像、熱門瀏覽商品關鍵字、熱門購買商品關鍵字。並可依據三種不同方式呈現報告內容: 月份報告、受眾比較、時間比較。 1. 第一方數據報告(品牌官網受眾報告) 第一方數據分析受眾分為兩大類別：塔圖八大分類受眾or品牌專屬客製化受眾 塔圖八大分類受眾 分析報告可以針對品牌官網受眾(第一方數據)，將品牌站內使用者有邏輯性的(根據進站日、連續造訪日、轉換次數計算)分為八大類別(NAPL+DCIU)，並針對各類別使用者做站內、站外行為的進一步分析。 新加入使用者 活躍使用者 潛在使用者 流失使用者 最高購買意圖使用者 高購買意圖使用者 低購買意圖使用者 無購買意圖使用者 品牌專屬客製化受眾 我們也可依照客戶的產業特性以及需求討論將網站受眾分群分類，客製化受眾包需要相對數據量龐大的電商更適合執行，可透過與塔圖顧問討論，制定出最適合你的解決方案。 2. 第二方數據報告(塔圖受眾包的受眾報告) 塔圖Data Partner計劃集結了眾多企業的力量，使數據得以共享，讓品牌在投廣上能擁有更精準的受眾選擇。目前我們合作的Data Partner包含母嬰產業、金融產業、新聞媒體以及電商比價網，這些Data Partner的數據內容都是塔圖的第二方數據。 我們的Data Partner: 第二方數據我們依據使用者行為將受眾分為三大類別: - #### 購買產品標籤 依據使用者曾購買過的產品進行分類 標籤範例： 會購買的產品 > 寵物用品 > 貓用品 會購買的產品 > 居家和庭園 > 浴室配件 會購買的產品 > 服飾與配件 > 衣著 > 婚禮/派對禮服 會購買的產品 > 食物、飲料和菸草 > 飲料 > 咖啡 - #### 關注產業標籤 依據使用者感興趣之產業有造訪過或購買過 標籤範例： 產業 > 電商 > 時尚精品產業拜訪者 產業 > 電商 > 母嬰親子產業購買者 產業 > 企業 > 度假旅遊產業拜訪者 產業 > 企業 > 金融保險產業轉換者 > 保險 > 人身保險 - #### 購買力標籤 找到確實有意願在網路上消費的族群 標籤範例： 網購購買力 > 產品單價大於 NT$500 網購購買力 > 客單價大於 NT$1,000 平台上的第二方數據受眾包(塔圖受眾包)總共擁有超過750種受眾選項，可以自行選擇你想查看的受眾分析報告，且受眾內容每日都會更新！ ### 受眾投廣 #### 受眾皆可選擇並直接投廣 平台上除了能看到各種受眾的分析報告外，還能將你想要使用的第一方數據受眾(品牌官網受眾)、第二方數據受眾(塔圖受眾包受眾)，直接分享到廣告後台，快速應用於行銷活動上！ ### 素材策略 #### 塔圖廣告素材資料庫 告別Ad Library雜亂無章的搜尋結果！我們將廣告素材精準劃分為28大產業類型，讓你輕鬆參考同產業競爭對手的廣告樣式，快速找到靈感。 產業包含： 進修教育 電子3C 運動健身 服飾配件 度假旅遊 藝文活動 房產相關 汽機車相關 政治社福 遊戲產業 居家生活 工商服務 網路服務 醫療保健 時尚精品 食品餐飲 寵物相關 綜合電商 母嬰親子 內容媒體 大眾流行 金融保險 成人相關 社群交友 書報雜誌 人力銀行 鞋類 養生美容 Meta的素材搜尋常因分類不明確、搜尋結果不精準而令人頭痛。而塔圖的素材庫不僅分類細緻、還針對內容進行深度分析，幫助你快速洞悉產業情報，輕鬆獲得第一手資料！ #### 基本資訊 掌握廣告的關鍵數據與目標 #### 圖片智慧分析 解構視覺元素，了解吸睛秘訣 #### 文案智慧分析 解析文案的溝通主軸、文案類型、開頭類型、口吻風格、消費者動機 立即申請，專人服務！ ## 塔圖受眾包及資料標籤 URL: https://www.tagtoo.com/products/label-target-project ## 塔圖受眾包及資料標籤 ### Tagtoo將電商數據資料庫，結合AI/ML技術的應用，將使用者及商品進行標籤分類，發展出塔圖資料標籤技術(Label Target Project)。 ### 什麼是資料標籤技術(Label Target Project) 資料標籤技術(Label Target Project)是一項由數據標籤(Data Labeling)延伸的系列服務，塔圖數據庫累積了龐大的電商數據，我們將這些數據進行標籤(Label)、分群(Segmentation)、用戶識別(User Unify)，並運用「消費者分群」及「商品分群」兩大分析方法，幫助電商業者深入洞察顧客的購物旅程。 ### 顧客標籤 塔圖數據資料庫每月都能蒐集到10億個不重複ID，透過將這些ID行為與電商站內使用者進行匹配、分群、標籤，電商能夠掌握自家顧客站內站外的購物旅程。藉由各式的顧客標籤，商家可精準發掘消費者的完整面貌，並藉由各種溝通渠道向消費者提供個人化的商品資訊，例如：透過EDM發送顧客感興趣的商品型錄、提供不同層級顧客專屬優惠等，促進行銷變現力。 ### 電商分析報告 深入了解使用者和商品狀態，提供寶貴的洞察與策略，以取得競爭優勢。兩大優勢：站內站外商品深度分析、使用者分群及行為傾向觀察。我們將為您產出一目了然的圖像化分析報告，包含：產業分析概況、熱銷商品文字雲、商品熱點圖等，使您能夠更輕鬆地解讀數據並做出明智的商業決策。 閱讀完整文章 ### 資料受眾包 將資料標籤、分類成不同群組的受眾包，提供更多廣告投遞受眾的選擇。塔圖運用三種AI運算模型，針對龐大資料庫進行受眾分析，數據橫跨約28種產業，超過300種受眾，讓廣告主能夠自由使用。 ### 資料受眾包的2大類別 塔圖聯播網受眾包 客製化受眾包 ### 塔圖聯播網受眾包 - #### 購買產品標籤 依據使用者曾購買過的產品進行分類 標籤範例： 會購買的產品 > 寵物用品 > 貓用品 會購買的產品 > 居家和庭園 > 浴室配件 會購買的產品 > 服飾與配件 > 衣著 > 婚禮/派對禮服 會購買的產品 > 食物、飲料和菸草 > 飲料 > 咖啡 - #### 關注產業標籤 依據使用者感興趣之產業有造訪過或購買過 標籤範例： 產業 > 電商 > 時尚精品產業拜訪者 產業 > 電商 > 母嬰親子產業購買者 產業 > 企業 > 度假旅遊產業拜訪者 產業 > 企業 > 金融保險產業轉換者 > 保險 > 人身保險 - #### 購買力標籤 找到確實有意願在網路上消費的族群 標籤範例： 網購購買力 > 產品單價大於 NT$500 網購購買力 > 客單價大於 NT$1,000 ### 客製化受眾包 我們也可依照客戶的產業特性以及需求討論將網站受眾分群分類，客製化受眾包需要相對數據量龐大的電商更適合執行，可透過與塔圖專員討論，制定出最適合您的解決方案。 ### 塔圖資料受眾包管理平台 塔圖資料受眾包管理平讓客戶可以快速、簡單使用這些受眾，平台上有超過600種受眾分類，並且一一標註群組及類別，只需要點選想要的受眾包，即可一鍵分享到廣告帳號使用。 立即申請，專人服務！ ## 成效廣告 URL: https://www.tagtoo.com/products/performance-advertising ## 成效廣告 ## 電商的強大武器 Tagtoo 除了現有的廣告模式外，也不斷強化原有的廣告形式，透過 Tagtoo 技術團隊的努力，加強並客製化商品的 Product Feed 讓你的廣告對消費者有更好的吸引力，同時也幫助你的廣告有更好的效益！ - ### Google 購物廣告 - ### 動態化產品廣告 - ### LINE DPA ### Google 購物廣告 #### Tagtoo 能將購物廣告中的 Product Feed 進行商品字詞的優化，讓你的消費者找到的商品更能符合需求，同時為所有商品資訊進行分析，依照產品族群分類後優化。 #### 透過 Tagtoo 使用 Content API 的方式串接，讓你的廣告更加即時、更有效益！ ### 資訊簡單明暸 消費者可直接看到關鍵字廣告 + 商品圖片 + 價格 + 來源網站 ### 引人入勝的商品圖 相較於普通關鍵字廣告，更能一把抓住消費者眼光 ### 智慧型購物廣告 ▪ 智慧型購物廣告 = 購物廣告 + 回應式多媒體（圖 & 文字廣告） ▪ 自動鎖定再行銷名單，提高轉換價值 - ### 商品字詞優化 最有效的會員回流工具 - ### 自動化分類 串接所有產品資訊後，並作分析，可依照產品群組做針對性的優化。 - ### 結構化處理 協助客戶將產品的尺寸與顏色展開，讓使用者搜尋體驗更好，曝光更多。 - ### 區隔投放策略 將全站商品依據價格區間、商品性質細分，並且依據其轉換率、點擊率、點擊成本進行出價上的管理。 ### 個人化動態廣告 #### DPA (動態化產品廣告)廣告一直都是再行銷最重要的一環，Tagtoo 可以協助製作客製化品牌形象的廣告模板。 #### 我們能在 DPA (動態化產品廣告)廣告上增加各式的產品資訊，不單單只是能讓你的 DPA 廣告與眾不同，更能有效地吸引消費者的眼光，讓你的廣告成效往上提升。 #### 同時，我們也能針對個別產品進行額外的優化與設定可將特殊商品進行排除，亦或是能針對部分產品進行加強，讓你的廣告能達到最高的效益！ ### 根據消費者行為，全自動化放送完整產品目錄 - 塔圖協助 product feed，每天自動更新 - 個人化動態廣告，推廣與用戶最相關的產品 - 廣告格式自動套用關鍵字與圖像 - 跨裝置追蹤、再行銷 - 容易造成尺寸錯誤破版問題 - 無法凸顯商品特色 - 無法標示活動優惠 - 不必擔心尺寸錯誤破版問題 - 依活動內容客製化 - 自動抓取網站優惠 - 素材可以自動輪播 ### LINE DPA #### Tagtoo 的 DPA (動態化產品廣告)不只是在 Facebook 與 Google，現在 LINE 也能為消費者提供客製化的 DPA (動態化產品廣告)了，而且不需要你額外花時間設定，我們一樣都會幫你完成。 #### Tagtoo 能夠追蹤消費者在網站上的瀏覽行為，並針對行為進行多元的受眾設定，透過 LINE OA 我們能在官方帳號內提供一對一客製化的廣告內容，讓你能更懂你的消費者，也讓消費者更喜歡你！ ### LAP DPA (動態化產品廣告) - 透過 Tagtoo 可以協助啟用LAP DPA功能 - 新客 CPA 優越於其他渠道 ### OA DPA 官方帳號 商品推薦廣告 - CPA & ROAS 等成效極佳 - 可分成商品推薦以及購物車提醒 - 可自訂發送條件和受眾 - 自動發送商品推薦 - 1:1商品推薦，減少擾人推播 立即申請，專人服務！ ## Server To Server 服務 URL: https://www.tagtoo.com/products/server-to-server ## Server To Server 服務 ## 關於第三方 Cookie 2020 & 2021 兩年的年初，網路廣告圈都有 ### 一顆震撼彈 - 2021 年 #### 廣告定位更難了！蘋果 iOS 14.隱私保護大升級 - 2020 年初 #### Chrome 宣布會逐步淘汰第三方 cookie 在 iOS 的隱私權政策發布後，iOS 會屏蔽掉或是主動清除第一方 cookie 的資料，甚至是在 APP 使用者端直接把發出的資料關閉，只要使用者不同意廣告追蹤，從「使用者手機端」就不會發出任何使用者資訊。 ### 廣告主該如何應對 廣告主可以從 Server 端送出廣告商所需的資料，這也是 Facebook 希望各廣告主能快速導入 Server to Server Conversions API 的原因。透過 server 後台將廣告主的廣告資料(也就是使用者行為)傳送給 Facebook，此作法即能繞過第三方 cookie 以及 iOS 的隱私權限制。 ### 需要滿高的技術門檻 對於各廣告主的技術負擔而言，是相對困難很多。 尤其一般的電商中小企業可能沒有這樣的技術能力，去一一串接 Google、Facebook、Google Analytics（GA）等，各大廣告平台的 Server to Server Conversions API。 ### Tagtoo Server to Server方案 Tagtoo 了解並不是所有廣告主都能實作上述的技術，所以 Tagtoo 自行開發出一個系統，可以快速協助各廣告主串接 Facebook 和 Google Server to Server API。 透過 Tagtoo Server to Server方案，廣告主不必再煩惱技術問題，只要交由 Tagtoo 的工程團隊，即可在短時間內完成 Server to Server 的串接。 Tagtoo 的 Server to Server 方案也讓廣告主不再需要額外花費高昂的開發費用，Tagtoo 只收取每月的伺服器費用。 使用 Tagtoo Server to Server 方案，Tagtoo 可協助廣告主額外在使用者上標記 Universal ID。 具有 Universal ID 可以讓廣告平台如 Google or Facebook 在未來 cookieless 的時代，能有額外辨認使用者的方式， 藉由 Universal ID 的標記，這些資料將由監管單位來監管廣告商是否有侵害使用者隱私，並能同時在提升廣告精準度又保護使用者的隱私。 ### Server to Server 合作流程 01 ### 填寫申請表單 點選下方按鈕，前往表單填寫聯絡資訊 - 02 ### 埋入追蹤碼，在 Facebook BM 分享 Pixel 給 Tagtoo - 03 ### 確認廣告追蹤事件 - 04 ### Tagtoo 設定 Server 串接 立即申請，專人服務！ ## /products/tiktok-shop URL: https://www.tagtoo.com/products/tiktok-shop products:tiktokShop.title products:tiktokShop.subtitle 聯絡我們 products:tiktokShop.whyTiktokShop.title - products:tiktokShop.whyTiktokShop.subtitles.0 - products:tiktokShop.whyTiktokShop.subtitles.1 - products:tiktokShop.whyTiktokShop.subtitles.2 products:tiktokShop.contactUs.caseStudyButton products:tiktokShop.keyFeatures.title ． products:tiktokShop.keyFeatures.subtitles.0 products:tiktokShop.keyFeatures.subcontents.0 ． products:tiktokShop.keyFeatures.subtitles.1 products:tiktokShop.keyFeatures.subcontents.1 ． products:tiktokShop.keyFeatures.subtitles.2 products:tiktokShop.keyFeatures.subcontents.2 ． products:tiktokShop.keyFeatures.subtitles.3 products:tiktokShop.keyFeatures.subcontents.3 products:tiktokShop.summary.title products:tiktokShop.summary.content_1 products:tiktokShop.summary.content_2 products:tiktokShop.contactUs.contactUsButton ## /products/xiaohongshu URL: https://www.tagtoo.com/products/xiaohongshu 小紅書廣告服務 塔圖是小紅書官方認證的海外首家廣告代理商，我們的專業團隊將攜手小紅書帶領品牌往更理想的未來邁進，期望品牌能透過小紅書發掘更多潛在客戶，並有效擴大自身的商業版圖。 聯絡我們 小紅書是什麼樣的平台? 看準了現代人對於美好生活的追求與嚮往，也造就了小紅書的出現。 小紅書的 slogan 是"標記我的生活"，就是希望大家能在平台上紀錄自己的生活，並且藉由這些分享的筆記內容去展現自己的生活態度，不僅如此也能分享自身在生活中的體驗感受，像是美妝產品的使用心得、餐廳的餐點測評等，在抒發個人想法之餘也能讓其他有需要的使用者，可以在平台上獲取自己想要的資訊，促使更多人能因為小紅書讓自己的生活朝著理想中的方向前進，完美形成一個正向循環。 平台上的用戶數及受眾類型? -   活躍用戶數 ### 每月超過2.6億 -   使用者年齡 ### 7成為30歲以下 -   使用者性別 ### 7成為女性 品牌進入小紅書的兩大優點? - 品牌成長及茁壯 ### 品牌無論大小，都能在小紅書上找到一塊專屬於自己的淨土，建立起你想要傳遞給消費者的品牌形象。     提升產品及品牌心佔率 ### 透過小紅書上濃厚的生活感氛圍，讓消費者最直接且真實的感受到產品特色。 什麼樣的品牌適合下小紅書廣告? ． 跨境電商 品牌如果想經營跨境電商，且目標是瞄準大陸市場，最直接有效的方式是透過當地平台深耕。小紅書絕做為理想的品牌經營平台，對於在大陸市場站穩腳步至關重要，因為平台上活躍用戶數及卓越的帶貨效果，形成了令人矚目的競爭優勢。 ． 陸客服務 對於想經營陸客來台生意或開拓大陸市場的旅遊、伴手禮、飯店等業者而言，小紅書無疑是值得投入資源的理想平台，因為該平台具備地理優勢且匯聚眾多旅遊筆記內容，因此是想打開境外市場的業者必須攻佔的平台。 ． 深耕台灣本地生意 根據data.ai最新的移動市場報告，2022年小紅書在台灣社交平台下載量排名第六，這一數據清晰地表明了小紅書在台灣市場的強勁發展趨勢。因此，對於台灣企業來說，選擇在小紅書上針對台灣在地受眾進行品牌商品的口碑種草，絕對會是一個新穎而極具潛力的策略。 小紅書上的廣告類型有哪些? 搜尋結果頁首屏位置展示，大畫幅展示品牌內容，支援多頁面跳轉 品牌專區 品牌為什麼要透過塔圖在小紅書下廣告? ． 探索品牌深度，解密成功行銷之道 我們將深入了解品牌的定位及產品理念，進行全方位的企業評估，為您提供完整的行銷解決方案。 ． 根據品牌差異性，量身打造廣告策略 依據品牌的獨特特質和需求，評估最適合的廣告投放類型，以確保品牌能夠精準實現行銷目標。 ． 輕鬆建立企業帳號，無痛開啟品牌商機 透過塔圖，品牌能毫不費力地克服複雜的小紅書官方帳號設置問題，不再需要因繁瑣的設定過程而感到困擾。 ． 發掘合適KOL，點燃全新品牌影響力 想要藉由小紅書上的KOL吸引更多潛在顧客?塔圖能依據品牌的業務要求，精準配對最適合的KOL，讓品牌快速從眾多選項中找到理想人選。 塔圖全方位佈局各階段廣告策略 ． 鎖定行銷方向 釐清各階段品牌廣告該主攻的行銷方向，使廣告投放的初步行動就朝正確方向邁進。 ． 精準拿捏廣告占比 我們將根據專業觀點，為品牌提供不同階段下廣告筆記與一般筆記的比例建議，以達到平衡並發揮最佳效果。 ． 廣告類型建議 根據不同階段的發展需求，提出相應的廣告類型建議及佈局，確保廣告在不同階段達到最大效益。 ． 筆記素材策略 透過系統性且有效的筆記策略規劃，打造高熱度的筆記內容。 想了解更多關於小紅書廣告的細節 歡迎與塔圖聯絡 聯絡我們 ## 服務據點 URL: https://www.tagtoo.com/service-points ## 服務據點 - 塔圖科技 - - 關於 Tagtoo - - 服務據點 台灣地區 - 查看地圖 - 台北市大安區信義路四段267號11樓 - Email：tagtoo@tagtoo.org - 傳真：+886 2 2706 9967 - 聯絡電話：+886 2 2706 8657 馬來西亞地區 - 查看地圖 - Tagtoo Technologh Sdn Bhd. H.Space, Level 18.02, KPMG Tower, 8, First Ave, Bandar Utama, 47800 Petaling Jaya, Selangor - Email：tagtoo@tagtoo.org - 聯絡電話：+6016-917 7009 印尼地區 - 查看地圖 - Werkspace Soho Capital, 19th Floor, Jl. Letjen. S. Parman Kav. 28, Tanjung Duren Selatan, Grogol Petamburan, Jakarta Barat 11470 - Email：tagtoo@tagtoo.org - 聯絡電話：+6221-5051-5007 ## 解決方案 URL: https://www.tagtoo.com/solutions ## 解決方案 ## 完整廣告策略規劃 ### Tagtoo 深耕於每一個廣告渠道以及每一種的廣告形式， 我們也更加了解可以透過什麼方式來發揮廣告的最大效益。 透過 Tagtoo 專業顧問，可為你檢視廣告規劃的完整性，進而找到可以強化的策略盲點。 同時，我們也會為你打造符合你的 Marketing Cycle，讓你的顧客產生最大的黏著度。 ## AI 解決方案 透過 Tagtoo 的 AI 數據庫，我們更能分析出每一個消費者的消費習慣以及購買意向。 我們致力於將廣告的效益達到最佳化，藉由數據庫的資料分析我們能找到最有機會完成購買的消費者、為消費者打造客製化的商品推薦以及預估消費者會購買的時段，能有效的提升廣告互動率以及轉換率。 ## 訂單轉換 Tagtoo 專為電商打造的廣告合作方案，我們深知每間電商最在意的問題。 運用 Tagtoo 自有的廣告技術為客戶打造成效型廣告。我們也將依據每個客戶的狀況提供恰當的合作方式，例如：CPA 合作、ROAS 合作...等等的合作模式，讓每個電商可在保有一定的利益下仍有繼續成長的機會。 ## 品牌曝光 Tagtoo 可提供的廣告曝光版位已遍佈各大類型網站。 結合各大網站的使用者數據，Tagtoo 不只可以客製化設定各種受眾類型、興趣導向，更可以鎖定每個平台媒體進行廣告曝光。除此之外，也可以結合多元有趣的廣告版位，讓消費者對於品牌的產品訊息擁有更高的記憶度。 ## AI 方案 URL: https://www.tagtoo.com/solutions/ai-case ## AI 方案 ## 我們用AI使廣告更精準 在常見的橫幅式圖片廣告外，我們希望有更聰明的方式廣告方式，所以我們將廣告與AI做結合尤其對於有大量商品的電商， 如何節省人力以及提高預算效益永遠是最大的課題。 而 Tagtoo 提供的解決方式就是「DPA - 動態產品廣告(Dynamic Product Ads) 」。 DPA (動態化產品廣告)，依據消費者在電商網站上的活動記錄（瀏覽，購買，加入購物車…etc)，串連 AI 的運算技術，投遞針對客戶的個人化廣告。 這一策略在 FB 與 Google 中早已被數據證實能夠提高成效！ ### 自定義受眾標籤 ### AI 分析 ### 傳送客製化訊息 ## 不只是傳統的DPA廣告 我們甚至增加了新的 AI 模型來增加廣告效果 Tagtoo 的系統將自動分析用戶在網站上的行為，且依據客戶的目標受眾進行細分，同時結合 Tagtoo 的數據庫資料，找出符合客戶條件的受眾類型 讓系統自動去尋找與目標用戶類似的受眾，並將在廣告中推薦合適的商品給消費者 ## 受眾分群，使廣告更加精準化 ### 造訪次數與頻率 ### 轉換動作 ### 網站行為 我們發現，每次測試新受眾所耗費的成本 高於現有受眾的2倍以上！ 再加上等待廣告系統機器學習的 3~5 天時間，讓新客嘗試變得不夠有效益 除了人為調查、直覺判斷，Tagtoo 找到更有效擴大受眾的系統化方法。 ### Tagtoo 透過大量的數據分析與學習， 找出消費者在網站的瀏覽行為 依據消費者平時的習慣，分辨出該消費者在網站上的輕重程度。藉由輕重程度的分析後，更能將廣告投放給真正高價值的消費者，達到高效益的廣告目標。 不止如此，Tagtoo 能找到更多類似行為的受眾，協助客戶發掘出更多的潛在受眾。 甚至我們能鎖定排除黏著度高、卻不曾完成轉換目標的廣告受眾，透過 AI 模型的數據分析，我們將使你的廣告達到更高的效益 立即申請，專人服務！ ## 品牌曝光 URL: https://www.tagtoo.com/solutions/branding-impression ## 品牌曝光 ### 品牌曝光廣告 Tagtoo 的龐大數據庫可以搭配各式的廣告版型與媒體版位將為每一個品牌客戶創造出令人印象深刻的廣告。我們也能為每位客戶提供客製化的廣告規劃，讓你的廣告更能精準鎖定給目標受眾。 - ## 數據 - ## 版型 - ### 串流節目 - ### 影音廣告 - ### 展示廣告 - ### 多媒體互動 - ### 音訊串流 - ### 原生廣告 - ## 媒體 ### 我們協助每個品牌的廣告目標進行專業廣告建議 為每個品牌規劃適合的媒體版位，幫助品牌廣告做到曝光效益的極大化，並且有效提升相關興趣受眾對於品牌的知名度。 ## Tagtoo 擁有多元的互動廣告 ### 讓品牌可以發揮各種創意多變的廣告內容 運用豐富趣味的形式讓消費者對你的廣告更加印象深刻，透過各種有趣的廣告形式了解消費者對商品的喜好，使品牌的廣告跟別人與眾不同。 - #### PULL UP #### 上拉滿版 可塑性高，豐富多變 - #### REVOLVER #### 旋轉衣櫥 華麗旋轉，視覺饗宴 - #### SPIN PLUS #### 俄羅斯羅盤 轉盤互動，樂趣無窮 - #### 3D POST #### 立體櫥窗 Facebook 貼文，快速上線 *可桌機 - #### 3D POST PLUS #### 立體櫥窗 2.0 文中立體，吸睛呈現 *可桌機 - #### UNDERLAY #### 行動滑蓋 視覺軌跡，文中滿版 - #### UNDERLAY STORY #### 行動滑蓋故事 Instagram 限時動態文中版 立即申請，專人服務！ ## 訂單轉換 URL: https://www.tagtoo.com/solutions/order-conversion ## 訂單轉換 ### 目標轉換廣告 我們專為電商提供成效型的廣告方案 以多元的廣告形式協助各式電商達到購買的轉換目標 除了常見的 DPA 以及下載廣告外，目前 Tagtoo 更提供了 LINE OA 的 DPA 以及蝦皮 CPAS 的廣告方案 能幫助電商更有效地觸及每一個廣告渠道，並提升消費者的黏著度 #### LINE OA DPA 最有效的會員回流工具 #### 動態化產品廣告 專屬客製化廣告內容 #### 安裝廣告 吸引消費者下載 #### 蝦皮 CPAS 自動輪播蝦皮商品直接導入商城頁面 ### 更符合電商效益的收費方式 ### 過去 在過去使用電視廣告、戶外看板、廣播媒體...等等的廣告時，是否總是很難衡量成效呢？ 在傳統媒體的最大困擾總是無法明確化曝光的數量，以及追蹤到最後完成購買的轉換價值，但電商最在意的仍是廣告花費投資後能帶來多少的收益。 所以在預算有限跟KPI的目標下，傳統媒體仍難以滿足電商的需求。 ### 現在 現在網路媒體的崛起，隨著網路趨勢的成熟，網路廣告也跟著蓬勃發展，電商透過各式的網路廣告來引起消費者的注目。 許多電商也會透過廣告商來合作投放廣告，一般常見的合作方式有服務費以及 CPC 的合作模式。但雖然已與廣告商合作，不過對於最終的成效仍無法保證或穩定，甚至有許多電商表示廣告投放後的效益仍無法達成損益平衡。 ### 未來 我們知道電商非常在意廣告的成效，所以 Tagtoo 提供的合作模式不止是服務費或 CPC，我們更提供了 CPA 以及 ROAS 的合作方式。 同時，即使是用服務費或 CPC 的合作方式，我們仍可以綁定目標 KPI，透過多元的合作模式並設定目標 KPI，我們希望能協助電商更容易達成期望的廣告效益。 立即申請，專人服務！ ## 團隊介紹 URL: https://www.tagtoo.com/teams ## 團隊介紹 ## 塔圖大家長 ### Teddy & Jerry - 2010 #### Tagtoo 成立 創立圖片標籤技術 - 2012 #### 廣告需求平台上線 廣告成效為業界平均值三倍 - 2014 #### 經濟部工業局開放資料創意競賽特優 線上廣告業務量10倍成長 - 2015 #### 進軍東南亞 協助廣告主找到跨國潛在使用者 - 2017 #### 成立東南亞總部 進軍印尼市場 - 2018 #### 榮獲Google精英合作夥伴大獎 Tagtoo 為大中華區唯一「購物廣告創新獎」得主 - 2019 #### 榮獲數位奇點【最佳數據科技創新獎】銅獎 - 2020 #### 東南亞營收成長6倍 ## 廣告業務部 業務們是 Tagtoo 與客戶溝通的窗口 也是站在第一線了解客戶需求的橋樑 不只是開發客戶，更要為客戶量身打造合適的行銷方案 ## 廣告操作部 操作們主要負責廣告投放的執行 細心以及洞察力更是操作們的必備條件 除了熟悉各個廣告平台外，更需要不斷的充實各種廣告資訊 ## RD RD 是擔任解決各種問題的幕後角色 不只擁有高度解決問題的處理能力外 面對各個新任務也有強大的應變能力 ## DATA DATA 負責 Tagtoo 資料整理最重要一環 平時需要搜集數據外，更要能系統化的整理數據 透過觀察資料數據來幫助廣告成效的提升 ## Tagtoo 精神 這三句不只是 Tagtoo 最重要的企業精神更是 Tagtoo 每位員工對於待人處事的基本原 則不論遇到什麼問題或困境，將秉持著上述三點的精神來完成目標！ 加入我們 ## 徵才資訊 URL: https://www.tagtoo.com/teams/careers ## 徵才資訊 ## 企業文化與願景 Tagtoo 塔圖科技專注於精準廣告投放技術，我們會串接不同廣告平台的 API 與應用, 譬如 Google 、Facebook 、Yahoo … 等，也開發出專門的應用平台 AdChief。 擁有動態廣告 (Dynamic Ads)的開發能力，也就是可以自動根據使用者的瀏覽行為推薦商品， 做到完全個人化的廣告。 Tagtoo 目前在馬來西亞、 印尼… 等地均有分公司，能因應不同的市場有不同的適應策略。 不僅是大中華區唯一【購物廣告創新獎】的數位廣告代理商，更經手上千家中大型客戶，包含樂天、小三美日、Lativ、迪卡儂、兩廳院等... 在投遞廣告技術上，使用者行為分析一直是我們的核心。目前每年擁有 100 億的使用者交易資料可以分析， 也有專門的 Machine Learning 團隊針對行為歷程做研發分析。無論是廣告業務或是廣告優化管理師，數據分析都會密切與 Tagtoo IT Team 合作，針對每一家電商做客製化的調整優化。 透過獨有的廣告技術，為客戶打造專屬 Full Funnel 精準行銷！ 我們是一群年輕又喜愛挑戰新事物的夥伴。 邀請對數位廣告有興趣的你，一起搭上塔圖這艘火箭 🚀 ### 員工福利 - 想睡再睡的彈性午休時間 - 努力絕對有回報的績效獎金 - 要胖一起胖的 Happy hour - 出門不怕風吹雨淋的計程車補助 - 新創必備，開放式且明亮的辦公環境 - 合作平台專屬訓練課程，由 Google 及 Facebook 團隊提供 - 吃不完的零食區、打到頭昏電動區、躺了就睡著懶骨頭區、三不五時的戶外陽台烤肉區 ### 工作環境 - 十點彈性上班時間讓你避開上班人潮 - 位於信義安和站旁，只要出捷運走路兩分鐘就到，附近還有多種公車讓你四通八達 - 樓下就有麥當勞，過馬路就到通化街，多種美食任你選擇 - Tagtoo 的成員年輕又有活力，遇到困難與問題都會一起討論跟解決 ## Tagtoo 職缺資訊 - ### 網路廣告業務 （Account Manager & Account Executive） 薪資32K ~ 55K TWD/月 ### 職缺描述 - 開發潛在陌生客戶、維繫既有客戶、跨部門溝通 - 針對不同產業銷售 Google、Yahoo、Facebook、Instagram、LINE 等線上廣告 - 與客戶共同面對問題、解決問題，臨危不亂的危機處理問題能力 - 協助客戶釐清廣告目標，為客戶擬定策略，於合作期間提供改善建議與規劃 - 本薪外另有每月業務獎金 ### 職務需求 - 大學以上學歷 - 一至兩年以上業務經驗 - 良好簡報製作、提案、表達與溝通技巧 - 自我管理、邏輯清晰、高抗壓性、不畏困難 - 勇於挑戰、積極樂觀、外向開朗、對數字有敏感度 - 具英文能力佳 - 具網路廣告媒體相關經驗者佳 - ### 技術支援工程師 薪資50K ~ 80K TWD/月 ### 職缺描述 - 編寫並維護網路爬蟲 - 搜集、串接使用者行為資料 - 協助業務和廣告優化師整合數據 【面談當天需準備事項】履歷 ### 職務需求 - 熟稔 JavaScript, jQuery, Python 【加分項目】 - 使用過 Google Analytics、Google Tag Manager - 熟悉 Chrome Dev Tools - 熟悉 Git - 撰寫過網路爬蟲 - 熟悉 Django，瞭解 MVC 架構 - 瞭解 Facebook Pixel、Google Ads Tag - 對 web 使用者行為搜集有經驗 - ### 後端工程師 薪資50K ~ 80K TWD/月 ### 職缺描述 - 維護管理網站後台系統 - 根據公司政策開發新需求、設計新架構 - 撰寫測試與設定自動化佈署流程 - 協助業務和優化師整合數據 ### 職務需求 - 能夠在 Unix-like 環境開發 - 有使用 Python / Django 開發網站的經驗 - 瞭解 SQL, NoSQL Database 基本觀念 - 有使用過 CI 的經驗 - 有撰寫過單元測試的經驗 - 瞭解 Git 開發流程，會基本的 GitHub 操作 - 瞭解基本 HTML, CSS, JavaScript - 良好的溝通與團隊合作能力 【加分項目】 - 熟悉 Google Cloud Platform (GAE, GCE, GKE, BigQuery...) - 熟悉 Docker（熟悉 K8S 更好） - 熟悉 Travis CI / Google Cloud Build - 熟悉任一 Python testing framework (pytest, unittest, nose) - 熟悉 MySQL/MariaDB/PostgreSQL - GitHub 重度使用者（請提供 GitHub 帳號） - 熱愛參與 Open Source 相關活動（Conf, Meetup, Hackathon, …) - 能主動學習並且不排斥新技術 - 使用過 Google Analytics、Google Tag Manager - 熟悉 Chrome Dev Tools - 撰寫過網路爬蟲 - 瞭解 Facebook Pixel、Google Ads Tag - 對 web 使用者行為搜集有經驗 - ### 前端工程師 薪資50K ~ 80K TWD/月 ### 職缺描述 - 修改與設計 AdChief 頁面 - 與設計師和 UX 人員合作開發 - 協助實作廣告版型 - 撰寫網站前端頁面 - 修改內部系統 dashboard 介面 ### 職務需求 - 熟悉 JavaScript, HTML, CSS - 對技術有一定的熱情且能主動學習 - 良好的溝通能力與團隊合作能力（要能與對技術不熟悉的夥伴們清楚溝通) - 熟悉 React.js / Vue.js / Angular.js 至少一種（React.js 尤佳） 【加分項目】 - 使用過 NEXT.js - 使用過 HTTP API、RESTful、GraphQL 與後端串接 - 瞭解 ECMAScript 6 / 7 - 能充分運用HTML5/CSS3特性 - 使用過雲端系統 (GCP 尤佳) - 使用過 Google Analytics、Google Tag Manager - 熟悉 Chrome Dev Tools - 熟悉 Safari Dev Tools - 撰寫過網路爬蟲 - 瞭解 FB pixel、AdWords remarketing tag - 對 web 使用者行為搜集有經驗 - 有使用過 Python / Django - ### 數位廣告優化管理師(廣告投放） 薪資32K ~ 50K TWD/月 ### 職缺描述 - 制定廣告目標與投放策略執行 - 市場資訊蒐集及新技術嘗試 - 廣告數據監控與分析 - 提出成效分析結果與優化方向 ### 職務需求 - 細心且對數字敏感度佳 - 能主動蒐集國外產業資訊 - 有數據統計經驗尤佳 - ### 資深廣告優化管理師 薪資40K ~ 70K TWD/月 ### 職缺描述 - 制定廣告目標與投放策略執行 - 市場資訊蒐集及新技術嘗試 - 廣告數據監控與分析 - 提出成效分析結果與優化方向 ### 職務需求 - 具有 Google & Facebook & Gemini 廣告操作經驗 - 業界經驗兩年以上 - 細心且對數字敏感度佳 - 能主動蒐集國外產業資訊 - 有數據統計經驗尤佳 如果你想加入Tagtoo這個大家庭，歡迎將履歷寄到 hr@tagtoo.com ## 卓越榮耀 URL: https://www.tagtoo.com/why-tagtoo ## 卓越榮耀 ## 頂級合作夥伴 ## 產品專家認證 - ### 搜尋廣告 此 Google 合作夥伴可協助您製作並最佳化要在 Google 搜尋上顯示的廣告，並提供關鍵字策略和預算規劃等實用建議。 - ### 多媒體廣告 此合作夥伴可協助您製作搶眼的多媒體廣告，讓您觸及超過 200 萬個網站和 65 萬個應用程式上的潛在客戶。 - ### 影片廣告 需要協助您在 YouTube 上導入並最佳化影片廣告活動嗎？交給這位合作夥伴吧。 - ### 購物廣告 此合作夥伴可協助您將產品刊登在 Google 搜尋上、在 Merchant Center 設定廣告空間，以及製作 Google 購物廣告活動。 ## 支援 #### 使用即時諮詢支援服務或預約「專家諮詢」服務，再配合成效衡量研究，一舉成為業界權威。 ## ## 一般合作夥伴 ## 進階合作夥伴 客戶支援 優先提供問題解決辦法 技術支援 ## Tagtoo 為 Facebook、Google 的商業夥伴 ### Tagtoo 的服務顧問皆受過嚴謹的專業訓練 更熟知可以透過何種的行銷策略可協助完成您的行銷目標。搭配工程團隊的技術支援，我們能夠將廣告目標更加明確化，以利提升廣告的精準度。 作為 Facebook 和 Google 的商業夥伴，Tagtoo 不只有官方夥伴的強力支援，更能在第一時間掌握最新資訊，以及掌握各種新形式廣告的趨勢！能為我們服務的客戶提供最佳的廣告建議。 ## 媒體報導 - 2020/12/23 ### 東南亞營收成長6倍 塔圖科技成功南向的關鍵是什麼？ - 2020/11/10 ### 新冠肺炎疫情下的危機與轉機： Tagtoo 在東南亞營收成長六倍 - 2019/10/09 ### 當「工程師」變成 CEO： 記住，永遠有比寫程式更重要的事情！ - 2018/12/25 ### 【過五關、斬六將】台灣新創榮獲印尼最佳品牌獎！數位廣告商 Tagtoo 的成功秘訣是什麼？ ## 得獎殊榮 2019-11-22 Fri ### 贏得 2019 DMA 數位奇點獎—最佳數據科技創新獎 殊榮 - 2018-11-21 Wed ### 台灣數位廣告界再添佳績 Tagtoo 贏得 Google 菁英合作夥伴大獎 - 2018-11-01 Thu ### 台灣新創勇闖新南向 Tagtoo 獲頒印尼最佳品牌獎 --- # Blog (202 posts) ## 強強聯手｜Vpon x Tagtoo打造亞洲跨境數位行銷新引擎 URL: https://www.tagtoo.com/blog/vpon-x-tagtoo | Date: 2026-05-22 Summary: 亞洲 AI 與跨境數據轉型領導者 Vpon 宣布，將台灣暨東南亞 AI 廣告科技公司 Tagtoo（塔圖科技）納入集團旗下，達成強強聯手的策略聯盟 。 ## Vpon x Tagtoo打造亞洲跨境數位行銷新引擎 結合 9億支不重複行動裝置用戶數據資產與 AI 廣告優化技術，為品牌出海提供一站式解決方案，釋放亞洲跨境行銷市場新增長動能 亞洲領先的 AI × 跨境數據數位轉型公司 Vpon Holdings Co., Ltd.（總部：日本，集團執行長：篠原好孝）5月22日正式宣布，將台灣暨東南亞 AI 廣告科技公司 - Tagtoo塔圖科技（總部：台灣，代表：楊長峯）納入集團旗下達成策略聯盟。 此次的整合是 Vpon 佈局亞洲跨境行銷生態系的重要里程碑。Vpon 擁有億級規模的月不重複行動裝置用戶的數據管理平台（DMP）及自主研發 AI 數據分析技術；Tagtoo掌握 AI 動態廣告優化與跨平台投放技術。兩者強強聯手、優勢互補，建構「AI 數據洞察 × AI 成效型廣告」的一體化跨境數位行銷閉環，一舉將服務版圖擴大至東南亞型塑更完整亞洲市場覆蓋。 ## Vpon × Tagtoo開啟品牌跨境日本與亞洲新局 Tagtoo 長期深耕台灣市場，並以東南亞為成長軸線，在泰國、馬來西亞、印尼等主要市場建立穩固的廣告技術佈局。在 Google、Meta、LINE及TikTok等主流平台均具備豐富實戰經驗，為電商、零售、旅遊等多個產業的品牌客戶提供優質的廣告服務。 此次整合後，Vpon 集團將日本深厚的產官界合作資源與跨國數據基礎設施，與 Tagtoo 在台灣及東南亞市場長期累積的廣告技術執行力正式合為一體。集團因此形成多重的核心競爭力：「亞洲數據資產 × 日本產官合作網絡 × 台灣技術根基 × 東南亞市場觸角」- 這成功打破了傳統數據跟廣告之間的界線，形成了單一類型的數據或廣告公司均難以複製的獨家優勢。 ## 核心應用：一站式解鎖品牌出海五大落地價值 對於有意拓展日本或東南亞市場的台灣品牌與觀光業者而言，雙方整合所帶來的服務，將協助破除跨境行銷的痛點： 1. **多維度數據洞察，告別盲目摸索：** 品牌不必再從零摸索異國市場。仰賴 Vpon 橫跨亞洲的強大 DMP，品牌在出海前即可獲得深度的日本與東南亞受眾數據洞察、精準的消費趨勢分析，用數據為出海航道引路。 2. **獨家產官協力資源引路，快速開拓市場：** Vpon 作為日本政府「酷日本（Cool Japan）」公私合作平台的秘書處委託管理單位。透過 Vpon 與日本 200 個以上地方政府及企業的深度合作關係，協助品牌串起「市場洞察、在地資源與廣告落地」的能力。 3. **AI** **自動化技術加持，預算效益極大化：** 導入 Tagtoo 的 AI 廣告引擎，能針對日本與東南亞各平台特性自動生成創意、優化投放策略，讓每一分預算都精準轉化。 4. **東南亞四國技術就位，無縫跨國投放：** 除了 Vpon AD Network（廣告聯播網）原有的覆蓋版圖，現在更可同步獲得泰國、馬來西亞、印尼等市場的在地廣告投放與技術支援，協助品牌快速在東南亞多國市場站穩腳跟。 5. **從市場調查到廣告投放，大幅縮短試錯週期：** 完整打通「市場洞察、受眾定向、自動化投放、成效轉換」的前後端全鏈路，最大程度壓縮品牌出海的溝通成本與時間，大幅提升品牌在亞洲市場快速突圍的成功率。 ## 數據廣告雙引擎：構築同業難以複製的技術壁壘 兩大企業聯手，之所以能對任何在亞洲尋求規模化突破的品牌帶來即時助力，關鍵在於雙方在底層技術上，共同構築了三個維度的結構性競爭難度： 1. **數據縱深：** Vpon DMP 擁有橫跨日本、台灣、香港及東南亞等亞洲主要市場的 9 億支月不重複行動用戶數據資產；Tagtoo 擁有台灣市場跨產業別的網頁追蹤技術，結合 AI 身份解析技術（Identity Graph），即使在後 Cookie 時代，仍能兼顧隱私安全與第一方數據整合能力。雙方數據能力整合後，可分別對應行動裝置與網頁瀏覽等不同使用場景，可全面的接觸網路消費者，實現更多元、更高精準度的受眾定向與廣告投放，形成持續累積且不易被複製的技術壁壘。 2. **執行廣度：** Tagtoo的AI SaaS廣告平台 (Tagtoo Agency Harness) 統一驅動 Google、Meta、LINE、TikTok等主流平台，AI 自動優化競價、預算分配與廣告創意；搭配 AI 動態廣告優化（DPA）技術，即時分析產品數據與用戶行為，自動生成並投放最優廣告。在電商與零售領域均有顯著提升廣告支出回報率（ROAS）的成功案例。 3. **多維洞察**： 在跨境場景，入境旅遊與出境電商的雙向數據流，讓品牌同時掌握「誰來買」與「誰出去賣」的完整視角。在數據收集場景，整合後的數據體系同時涵蓋「站內」與「站外」兩個維度：站內數據還原消費者在品牌自有平台的瀏覽、搜尋與購買行為；站外數據則捕捉消費者離開品牌觸點後，在外部網頁與行動端持續釋放的興趣信號與消費意圖 - 兩者合流，讓品牌得以看見完整的購買旅程，而非只是轉換瞬間的片段。 結合 Vpon 跨境數據資產與 Tagtoo 的在地化廣告策略，以更深度的服務對接，為品牌創造最佳的整合綜效。 ## 雙方領導人與投資方談合作願景 ") (圖片中人物由左至右分別為：塔圖科技 COO 張維峯 / 威朋 CEO 篠原好孝 / 塔圖科技 CEO 楊長峯) 此次整合後，Vpon 集團業務版圖正式擴展至泰國、馬來西亞與印尼，串聯東北亞與東南亞市場，形成橫跨亞洲主要消費區域的 AI 驅動跨境行銷網絡。透過 Vpon 自主研發的 AI 數據分析平台與 Tagtoo 的 AI 成效廣告引擎，集團建構出以「AI 數據分析 × AI 廣告優化」為核心的一站式數位行銷平台，實現從市場洞察、受眾分析到廣告投放與轉換成效的全鏈路整合，使企業能即時將市場數據轉化為行銷成果，並建立具規模化與可擴展性的跨境數據基礎設施。 *「本次的策略結盟，標誌著 Vpon 集團正式擴大在台灣與亞洲的 AI × Data DX 布局。我們將以更高精準度，協助企業以數據驅動的方式進入日本與亞洲市場，加速實現 100 兆日圓酷日本市場生態系的長期願景。」* *— Vpon Holdings 株式會社 總裁暨執行長 篠原好孝* *「透過與 Vpon 的合作，我們將全面加速在亞洲數據市場的業務擴展。我們深信，Tagtoo 與 Vpon 的整合，將乘上 AI 與數據創新的浪潮，成為亞洲市場的新標竿。」* *— Tagtoo塔圖科技 執行長 楊長峯* 此次整合同樣獲得共同投資方的高度肯定。Vpon 的跨境數據引擎與 Tagtoo 的 AI 廣告優化能力高度互補，整合後將形成從數據分析、受眾洞察到廣告轉換的一體化能力，建立短期內難以被複製的競爭優勢。 *「期待Vpon能夠透過促進入境旅遊及訪日觀光等途徑，進一步強化日本優質商品與服務的海外推廣，並成長為一個有助於開拓海外需求的強大數位平台。」* —   *株式会社海外需要開拓支援機構(酷日本基金)* *代表取締役社長 CEO兼COO　川﨑 憲一* *「作為 Vpon 與 Tagtoo 的共同投資人，我們樂見雙方整合。期待結合 Vpon 的 AI 數據能力與 Tagtoo 的 AI 廣告技術，打造亞洲領先的 AI 行銷平台，並成為台日新創合作的成功典範。」* —   *中華開發資本創新投資事業群主管 董事總經理 郭大經* *「此次整合，是亞洲科技產業的重要里程碑。兩家在各自領域具深厚實力的企業達成戰略性結合，將奠定AI數據驅動廣告平台的亞洲領導地位。展望未來，我們將給予合併後的全方位支持與推行，助力其成長為真正跨越亞洲的領導企業—不僅深耕日本與台灣，更進一步拓展至韓國市場。」* —   *STIC* *胡志明市辦公室負責人暨董事總經理 金泓禛* *「Tagtoo 是 AppWorks 加速器早期校友與投資案，團隊多年來在台灣及東南亞廣告技術領域持續努力。很高興看到此次與深耕日本的 Vpon 整合，體現區域生態圈中創業者各自發展後彼此整合進入下一段發展的趨勢。」* —   *AppWorks**之初加速器 合夥人 程九如* Vpon以「打造酷日本百兆日圓市場的領導者」為願景，以此次整合Tagtoo為起點，持續將併購策略列為集團核心發展主軸，進一步強化在亞洲全域的 AI × Data x 數位轉型的佈局。預計於2026年12月舉行的《酷日本DX峰會2026》上，將融入整合後的具體成果，以「淬鍊日本 IP」為主題，促進產業、政府與學術三方的深度跨域對話。 --- ## **公司簡介** **【Vpon****控股有限公司】** 地址：日本東京都澀谷區千馱谷3-15-7 AMBRE 6F 代表董事兼社長、集團執行長：篠原 好孝 提供服務： 利用專有人工智慧技術進行大數據分析業務，經營擁有 6000 萬用戶的 DMP，開發和提供人工智慧聊天機器人AIRA，跨境廣告平台業務，入境和出境數位轉型支援業務，酷日本 DX 峰會組織辦公室。 網址：https://www.vpon.com/zh-hant/vhi/   **【Vpon 威朋大數據集團】** 地址：台灣臺北市信義區松仁路97號四樓 代表董事兼社長、集團執行長：篠原 好孝 提供服務： Vpon是一家專注於數據技術的領導品牌，致力於以大數據與AI技術為企業提供數據驅動的行銷與決策解決方案。Vpon的核心服務包括數據整合、受眾分析、跨境行銷策略及智慧化商業解決方案並橫跨旅遊、零售、金融等多個產業，為合作夥伴創造更多價值與成長機會。 網址：https://www.vpon.com/zh-hant/   **【Tagtoo】** 公司：Tagtoo塔圖科技股份有限公司 地址：台灣台北市大安區信義路四段267號11樓 代表：楊長峯 提供服務： 人工智慧驅動的成效型數位廣告業務，經營Tagtoo DXP 數據交換平台，涵蓋實體零售、電商、財金、旅遊、母嬰、新聞、房產等領域逾 4,000 組台灣受眾包與輪廓分析。 主要市場：台灣、泰國、馬來西亞、印尼 網址: https://tagtoo.com/   **【媒體窗口】** Vpon控股有限公司市場推廣部 Email: mkt.tw@vpon.com ## Vpon × Tagtoo | Reshaping Asian Cross-Border Marketing with AI-First Intelligence URL: https://www.tagtoo.com/en/blog/vpon-x-tagtoo-en | Date: 2026-05-22 Summary: From Japan to Southeast Asia — Vpon and Tagtoo Combine Data Assets from 900 Million Unique Mobile Devices with AI-Driven Ad Optimization Technology to Build Asia’s Most Comprehensive One-Stop Cross-Border Marketing Platform ## Vpon × Tagtoo | Reshaping Asian Cross-Border Marketing with AI-First Intelligence From Japan to Southeast Asia — Vpon and Tagtoo Combine Data Assets from 900 Million Unique Mobile Devices with AI-Driven Ad Optimization Technology to Build Asia’s Most Comprehensive One-Stop Cross-Border Marketing Platform Vpon Holdings, Inc. (Headquarters: Shibuya, Tokyo; Group CEO: Yoshitaka Shinohara), Asia's leading AI × cross-border data DX company, officially announced on May 22 the strategic alliance through which Tagtoo, a Taiwan- and Southeast Asia-based AI advertising technology company (Headquarters: Taipei, Taiwan; Representative: Teddy Yang), has been brought under the Vpon Holdings Group umbrella. This integration marks a significant milestone in Vpon's effort to build a cross-border marketing ecosystem across Asia. Vpon operates a Data Management Platform (DMP) powered by data assets from 900 million unique mobile devices per month, alongside its proprietary AI-driven data analytics technology. Tagtoo, meanwhile, brings AI-driven dynamic ad optimization and cross-platform campaign delivery capabilities.  Together, the two companies combine complementary strengths to forge an integrated closed-loop cross-border digital marketing system built around "AI Data Insights × AI-driven Ad Optimization " — in one move extending the Group's service footprint into Southeast Asia and achieving broader coverage of the Asian market. ## Vpon × Tagtoo Opens a New Chapter for Cross-Border Expansion into Japan and Asia Tagtoo has long cultivated deep roots in the Taiwan market, with Southeast Asia as its growth axis. The company has established a solid advertising technology presence in key markets including Thailand, Malaysia, and Indonesia. With extensive hands-on experience across major platforms — including Google, Meta, LINE, and TikTok — Tagtoo has delivered high-quality advertising services to brand clients across e-commerce, retail, travel, and other sectors. Following this integration, the Vpon Group formally unifies Japan's deep-rooted government and business networks and cross-border data infrastructure with the advertising technology execution capabilities that Tagtoo has built up over years in Taiwan and Southeast Asian markets. The result is a multi-layered competitive advantage: "Asian Data Assets × Japan Government & Business Resources × Taiwan Technology Foundation × Southeast Asia Market Reach" — forging a proprietary advantage that single-type data or advertising agencies will find nearly impossible to replicate. ## Core Applications: One-Stop Access to Five Key Values for Overseas Expansion For Taiwanese brands and tourism operators seeking to expand into the Japanese or Southeast Asian markets, the integrated services delivered by this partnership will help overcome the most persistent pain points in cross-border marketing: 1. Multidimensional Data Insights — No More Navigating in the Dark: Brands no longer need to enter foreign markets from scratch. Leveraging Vpon's powerful DMP spanning Asia, brands can obtain in-depth audience insights and precise consumer trend analyses for Japan and Southeast Asian markets before they even begin their overseas journey — letting data chart the course.  2. Exclusive Government & Industry Network Access to Rapidly Open Markets: Vpon serves as the designated secretariat management organization for Japan's "Cool Japan" public-private partnership platform. Through Vpon's deep cooperative relationships with more than 200 Japanese local governments and corporations, brands gain the integrated ability to connect market insights, local resources, and advertising execution. 3. Empowered by AI Automation to Maximize Budget Efficiency: By deploying Tagtoo's AI advertising engine, brands can automatically generate creatives and optimize campaign strategies tailored to the specific characteristics of platforms in Japan and Southeast Asia — ensuring every dollar of budget translates into precise conversions. 4. Technical Readiness in Four Southeast Asian Nations for Seamless Multinational Distribution: In addition to the original footprint covered by the Vpon AD Network, brands can now simultaneously access on-the-ground advertising delivery and technical support across Thailand, Malaysia, and Indonesia — helping brands establish a firm foothold across multiple Southeast Asian markets with speed. 5. From Market Research to Ad Delivery, Drastically Shortening the Trial-and-Error Cycle: By fully connecting the entire end-to-end pipeline of "market insight, audience targeting, automated distribution, and performance conversion," the communication costs and time for brands expanding overseas are minimized to the greatest extent, significantly boosting the success rate for brands to rapidly break through in the Asian market. ## Data and Advertising Dual Engines: Constructing a Technological Barrier Hard for Peers to Replicate The key reason why this alliance between the two major enterprises can bring immediate leverage to any brand seeking scalable breakthroughs in Asia lies in their joint construction of a structural competitive moat across three dimensions at the underlying technology level: 1. Data Depth: The Vpon DMP possesses 900 million monthly unique mobile user data assets spanning major Asian markets including Japan, Taiwan, Hong Kong, and Southeast Asia. Tagtoo holds cross-industry web-tracking technologies in the Taiwan market, combined with AI Server-to-Server (Identity Graph) identity resolution technology. Even in the post-cookie era, it retains the ability to balance privacy security with first-party data integration. Once the data capabilities of both parties are integrated, they can respectively correspond to different usage scenarios such as mobile devices and web browsing, comprehensively reaching online consumers to achieve more diverse and higher-precision audience targeting and ad distribution. This forms a continuously accumulating technological barrier that is difficult to replicate. 2. Execution Breadth: Tagtoo’s AI SaaS advertising platform (Tagtoo Agency Harness) uniformly drives mainstream platforms including Google, Meta, LINE, and TikTok, utilizing AI to automatically optimize bidding, budget allocation, and ad creatives. Paired with AI Dynamic Product Ads (DPA) technology, it analyzes product data and user behavior in real time to automatically generate and distribute optimal advertisements. It boasts prominent success stories in significantly elevating Return on Ad Spend (ROAS) within the e-commerce and retail sectors. 3. Multidimensional Insights: In cross-border scenarios, the bidirectional data flow of inbound tourism and outbound e-commerce grants brands a complete perspective that simultaneously captures "who comes to buy" and "who goes out to sell." In data collection scenarios, the integrated data system encompasses both "on-site" and "off-site" dimensions: on-site data reconstructs consumer browsing, searching, and purchasing behaviors within the brand’s owned platforms; off-site data captures the interest signals and purchase intents continuously released by consumers across external webpages and mobile channels after leaving brand touchpoints. The convergence of both allows brands to visualize the complete purchasing journey rather than merely fragmented snapshots at the moment of conversion. By combining Vpon’s cross-border data assets with Tagtoo’s localized advertising strategies through deeper service integration, optimal synergistic effects are created for brands. ## Leaders and Investors Share Their Vision for the Partnership ") (Pictured from left to right: Tagtoo COO, Jarry Chang / Vpon CEO, Yoshitaka Shinohara / Tagtoo CEO, Teddy Yang) Following this integration, the Vpon Group's business footprint officially expands into Thailand, Malaysia, and Indonesia, linking Northeast and Southeast Asian markets to form an AI-driven cross-border marketing network spanning major consumer regions in Asia. Through Vpon’s proprietary AI data analytics platform and Tagtoo’s AI performance ad engine, the Group has constructed a one-stop digital marketing platform centered around "AI Data Analytics × AI Ad Optimization," achieving full-pipeline integration from market insight and audience analysis to ad distribution and conversion performance. This enables enterprises to transform market data into marketing outcomes in real time and establishes a scalable, expandable cross-border data infrastructure. *"This strategic alliance marks the Vpon Group's formal expansion of its AI × Data DX footprint across Taiwan and Asia. With greater precision, we will help companies enter the Japanese and Asian markets in a data-driven way — accelerating the realization of our long-term vision for the 100-trillion-yen Cool Japan market ecosystem." by Yoshitaka Shinohara, Group President & CEO,  Vpon Holdings, Inc.* *"Through our partnership with Vpon, we will fully accelerate our business expansion in Asia's data market. We firmly believe that the integration of Tagtoo and Vpon will ride the wave of AI and data innovation to become a new benchmark in the Asian market."   by Teddy Yang, CEO, Tagtoo Limited* This integration has also received high affirmation from mutual investors. Vpon’s cross-border data engine and Tagtoo’s AI ad optimization capabilities are highly complementary; post-integration, they will form an integrated capability spanning data analysis, audience insight, to ad conversion, establishing a competitive advantage that is difficult to replicate in the short term. "We look forward to seeing Vpon further strengthen the global promotion of Japan's compelling products and services — through initiatives such as inbound tourism promotion and attracting visitors to Japan — and grow into a robust digital platform that meaningfully contributes to the development of overseas demand." *by Kenichi Kawasaki, President, CEO and COO,  Cool Japan Fund Inc.* *“As a common investor in both Vpon and Tagtoo, we welcome this integration. We look forward to seeing Vpon’s AI-driven data capabilities and Tagtoo’s AI advertising technology come together to build a leading AI marketing platform in Asia and become a successful model of Taiwan-Japan startup collaboration." by Ryan Kuo, Managing Director,  Head of Venture and Innovation, CDIB Capital Group* *“As a long-standing investor in Vpon, we view this merger as a landmark event — one in which two companies of complementary strengths join forces to emerge as a leading AI data-driven advertising and platform company in Asia. Through this merger, we are fully committed to providing our support and resources to help the combined entity grow into a leading company across Asia — extending well beyond Japan and Taiwan, and into Korea as well.” by Hongjin Kim, Managing Director,  Representative of HCMC office, STIC Investments* *"Tagtoo is an early alumni and portfolio company of the AppWorks Accelerator. The team has worked tirelessly in Taiwan and Southeast Asia's advertising technology space for many years. We are delighted to see this integration with Vpon, a company deeply rooted in Japan — it embodies a broader trend in the regional ecosystem, where entrepreneurs develop independently before coming together to enter the next phase of growth." by Nice Cheng, Partner, AppWorks* With a bold vision to lead the creation of a 100-trillion-yen Cool Japan market, Vpon sees the Tagtoo integration as the first move in a larger strategic play — continuing to position M&A as a core pillar of the Group's growth strategy, while further strengthening its AI × Data DX footprint across Asia. At the Cool Japan DX Summit 2026, scheduled for December 2026, Vpon will showcase the tangible outcomes of this integration under the theme of "Sharpening Japan's IP" — driving deeper cross-sector dialogue across industry, government, and academia. --- About Vpon Holdings  Company: Vpon Holdings, Inc. Address: AMBRE 6F, 3-15-7 Sendagaya, Shibuya-ku, Tokyo, Japan Representative Director & President, Group CEO: Yoshitaka Shinohara Services: Big data analytics leveraging proprietary AI technology; operation of a DMP with 60 million users; development and provision of AI chatbot AIRA; cross-border advertising platform business; inbound and outbound digital transformation support; Cool Japan DX Summit organizing secretariat. Website: https://www.vpon.com/zh-hant/vhi/ About Vpon Big Data Group Company: Vpon Taiwan Inc. (威朋大數據股份有限公司) Address: 4F, No. 97, Songren Road, Xinyi District, Taipei, Taiwan Representative Director & President, Group CEO: Yoshitaka Shinohara Services: Vpon is a leading brand in data technology, dedicated to providing enterprises with data-driven marketing and decision-making solutions powered by big data and AI. Vpon's core services encompass data integration, audience analytics, cross-border marketing strategy, and intelligent business solutions, spanning industries including travel, retail, and finance — creating value and growth opportunities for partners. Website: https://www.vpon.com/en/ About Tagtoo Company: Tagtoo Limited (塔圖科技股份有限公司) Address: 11F, No. 267, Section 4, Xinyi Road, Da'an District, Taipei, Taiwan Representative: Teddy Yang Services: AI-driven performance digital advertising; operation of the Tagtoo Data Exchange Platform (DXP), encompassing more than 4,000 curated audience segments and profile analyses across Taiwan's retail, e-commerce, finance, travel, mother-and-baby, news, and real estate sectors; AI-powered dynamic ad auto-generation and optimization. Key Markets: Taiwan, Thailand, Malaysia, Indonesia Website: https://www.tagtoo.com/en Media Contact Vpon Holdings, Inc. — Marketing Department Email: [mkt.tw@vpon.com](mailto:mkt.tw@vpon.com) ## DSA 的終結與 AI Max 的崛起：為什麼這場 Google Ads 的升級是你 2026 年最重要的策略佈局？ URL: https://www.tagtoo.com/blog/dsa-ai-max-google-ads-2026 | Date: 2026-04-16 Summary: Google 於 2026 年宣佈 DSA 將於 9 月全面升級為 AI Max。這場從手動維護到 AI 驅動的典範轉移，非零售廣告主可藉此提升平均 7% 的轉換率。行銷人員該如何設定策略護欄並順利過渡？讓專業代理商帶您完整掌握。 ## 前言 在數位行銷的長河中，動態搜尋廣告（DSA）長期以來被廣告主視為不可或缺的「補網工具」。它透過掃描網站內容自動填補關鍵字策略的空白，為企業捕捉漏網流量。然而，隨著消費者搜尋行為演變為高度複雜且不可預測的非線性路徑，單純依賴「網頁內容」的匹配邏輯已顯露疲態。Google 於 2026 年 4 月 15 日正式宣佈，搜尋廣告將迎來重大的技術轉型：DSA 將全面升級為 AI Max。這不單是產品命名的更迭，更是一場從「手動維護」邁向「AI 驅動」的典範轉移。作為數位行銷策略專家，我認為這標誌著自動化廣告已從單純的內容匹配，進化為深層的意圖預測。 ## 數據背後的真相：非零售廣告主的 7% 效能躍升 在追求規模化效能的時代，數據是檢驗技術價值的唯一標準。Google 的最新內部數據顯示，AI Max 的導入並非僅僅是功能補強，而是帶來了實質的邊際效益遞增。 *「對於非零售類廣告主 (non-Retail advertisers) 而言，搜尋廣告中的 AI Max 在啟用完整功能套件（包括搜尋字詞比對、文字自訂及最終 URL 擴充）時，與僅使用搜尋字詞比對相比，在相似的 CPA/ROAS 水準下，轉換次數或轉換價值平均提升了 7%。」* *對於預算龐大的企業級廣告主，這 7% 的提升代表了極高的競爭門檻。在獲客成本（CPA）保持穩定的前提下，這意味著系統能更精準地識別出過去被 DSA 遺漏的高價值轉換機會。* ## 從「網頁內容」到「即時意圖」：AI Max 的核心進化 AI Max 與傳統 DSA 的本質差異在於「訊號整合 (Signal Integration)」的深度。DSA 運作受限於 Google 爬蟲的掃描頻率與網站自身的 SEO 品質，屬於被動式的內容匹配。而 AI Max 則是一個整合了 DSA、自動建立資產 (ACA) 與帳戶層級廣泛比對三大技術的綜合引擎。 - 多維度訊號整合： AI Max 不僅讀取網頁內容，更結合了豐富的即時意圖訊號。它能在用戶尚未完成查詢前，結合歷史行為與跨頻道訊號，預測其深層需求。 - 預測性建模： 透過將廣告主提供的素材（資產）與網站內容進行動態結合，AI Max 能夠挖掘出 DSA 無法觸及的潛在查詢字詞，確保廣告的相關性始終優於競標對手。 這種進化將廣告主從「追逐關鍵字」的傳統思維，解放至「捕捉即時意圖」的高階佈局。 ## 掌控權的再定義：AI 時代的「策略護欄」 許多廣告主擔心自動化程度提高會導致品牌失控。然而，身為轉型分析師，我觀察到 AI Max 實際上提供了更具策略價值的「控制項」，讓人類的角色從「執行者」轉變為「策展人」。AI Max 引入了更先進的導引機制： - 品牌設定 (Brand Settings)： 相比 DSA 時代繁瑣的排除 URL 方式，現在能更精確地定義品牌邊界，有效避免品牌詞流量的自相殘殺。 - 文字準則 (Text Guidelines)： 透過設定明確的文字規範，確保 AI 在自動生成的標題與敘述中，依然能維持品牌語調的一致性與安全性。 這並非失去掌控，而是透過設定「策略護欄」來引導 AI 在安全的範圍內極大化發揮性能。 ## 轉型倒數計時：兩階段升級的關鍵節點 這場轉型有著明確的時程表，廣告主必須在自動轉換啟動前，掌握數據遷移的主動權： **時間節點** **關鍵行動** **影響範圍** 第一階段 (現在) 自願升級 DSA 使用者可利用專屬工具將歷史設定與數據遷移至標準廣告群組；ACA 與廣泛比對使用者可透過介面橫幅直接升級。 第二階段 (9月) 自動升級與功能終止 系統將自動按舊有設定配置 AI Max（啟用搜尋字詞比對、文字自訂等）。 功能終止點 停止建立 9月起，將無法透過 UI、Editor 或 API 建立新的 DSA 廣告系列。 ***策略專家建議：** 強烈建議於 9 月截止日前採取「主動升級」。透過手動遷移，您能更細緻地檢視 AI Max 的配置是否完全符合業務需求，避免自動轉換時對數據穩定性產生非預期的干擾。* ## 專業心法：極大化 AI Max 效益的「Pro Tips」 要將 AI Max 的潛力發揮至極致，請遵循以下高階實踐建議： 1. 啟用完整功能鏈： 務必同時開啟「最終 URL 擴充」、「文字自訂」與「搜尋字詞比對」。這三位一體的配置是達成 7% 效能躍升的技術基礎。 2. 執行一鍵實驗 (One-click experiments)： 在全面轉換前，利用系統內建的實驗工具進行對照測試。這不僅是數據驅動的嚴謹做法，更是向企業內部證明 AI 轉型價值的重要依據。 3. 優化「數據餵養」品質： 在 AI 驅動的時代，競爭力取決於您輸入的數據。確保網站內容的結構化品質，以及文字準則的精確度，這將直接決定 AI 生成資產的成效上限。 ## 結語：迎接搜尋廣告的新紀元 從 DSA 到 AI Max 的升級，標誌著搜尋廣告正式進入「黑盒優化」與「人類策展」並行的時代。這不只是一次技術上的更新，更是一次行銷邏輯的重構。當 AI 已經展現出比人類更精準、更即時的意圖預測能力時，行銷人員的核心價值將不再是手動調整出價或挖掘關鍵字，而是如何定義企業的成長目標、設定精確的品牌邊界，並提供高品質的創意素材來「啟發」AI。 隨著廣告技術從手動維護正式轉向 AI 驅動的規模化成長，當 AI 接手了繁複的日常優化，**品牌行銷團隊的新價值將聚焦於『高階策略佈局』與『精準設定 AI 邊界』**。面對這場搜尋廣告新紀元的重大變革，品牌不需要單打獨鬥，[聯繫我們](https://www.tagtoo.com/contact-us)專業的塔圖團隊協助品牌順利過渡、掌握進階控制權，將 AI 的運算力轉化為您實質的業績轉換率！ --- 參考資料來源： [Google 官方部落格](https://blog.google/) ## Google AI Mode 廣告上線：電商與品牌如何搶佔 AI 購物新入口？ URL: https://www.tagtoo.com/blog/google-ai-mode-ai | Date: 2026-04-14 Summary: Google AI Mode 正式改變 2026 搜尋與廣告生態！當自然流量大幅下降，電商與品牌該如何利用 Performance Max、Direct Offers 即時優惠與 E-E-A-T 內容策略，成功打入 AI 對話式推薦版位？本文為您全面解析。 ## 前言 2026 年，Google 搜尋環境已正式進入「後關鍵字時代」。根據 BrightEdge 截至 2026 年 3 月的數據，AI Overviews（AI 摘要）已覆蓋約 48% 的 Google 搜尋查詢，較 2025 年底大幅成長 58%。搜尋行為已從傳統的「連結列表」演進為高度整合的「決策助理」。對品牌與電商主而言，這不僅是介面的更新，更是流量獲取路徑的重組。若品牌無法進入 AI 的推薦模型與生成式摘要中，將面臨流量枯竭與品牌失語的真實風險。 ## 深入核心：什麼是 Google AI Mode？ ### 從關鍵字到對話式搜尋 Google AI Mode 是結合生成式 AI 與多模態（Multimodal）體驗的全新搜尋介面，用戶可透過文字、圖像、PDF 上傳甚至即時影片搜尋（Search Live）進行互動。它能處理極度複雜的長尾意圖，例如：「幫我規劃適合 3 歲小孩、具備溫泉設施且靠近地鐵站的東京五天四夜行程」。AI Mode 不再只是比對字詞，而是透過語意理解提供即時且具脈絡的建議。 ### 核心技術：查詢擴散傳遞功能 (Query Fan Out) AI Mode 聰明回覆的底層邏輯在於「查詢擴散傳遞技術（Query Fan Out Technique）」。由 Gemini 2.5 Pro 模型驅動，該技術能將一個複雜問題拆解為數個子查詢，同步執行多路搜尋與比對，最終彙整出最精準的答案。這項技術同時支撐了 AI 的「代理能力（Agentic capabilities）」，使其能具備預訂餐廳、門票等實際執行的行為。 ## 警訊與挑戰：自然流量的版圖重組 ### 劇烈衰退的點擊率 (CTR) 根據 Optimyzee 與 Ahrefs 的最新觀測，AI Overviews 對自然搜尋造成了結構性的衝擊。以下為 2026 年核心流量數據對比： **指標項目** **數據表現** **戰略啟示** 自然搜尋點擊率衰退區間 42% - 68% 「零點擊搜尋」壓力遽增，傳統 SEO 流量急劇縮減 排名第一名 (Position 1) 點擊率 從 7.6% 降至 3.9% (跌幅 49%) 即使站上第一名，也無法保證獲得以往的點擊回報 廣告在 AI 摘要結果中的出現頻率 25.5% (年增長 394%) 廣告已成為進入 AI 推薦路徑最快速、最穩定的手段 ### 搜尋引擎變身交易平台 在 AI Agent 時代，Google 正在縮短「從發現到下單」的距離。隨著「零點擊搜尋」普及，品牌若無法提供讓 AI 理解的結構化數據，將直接在 AI 篩選階段被排除。這意味著品牌曝光的競爭已從「頁面排名」轉向「AI 引用率」。 ## 廣告版位大解析：廣告如何進入 AI 推薦流程 ### 廣告與 AI 的「同場競爭」 儘管搜尋環境劇變，Google 的廣告動能依舊強勁，其 2025 年 Q4 搜尋收入達 630 億美元（年增 17%）。在 AI Mode 中，廣告不再是孤立區塊，而是標示為「Sponsored」並整合進對話流程中。廣告的角色已從「中斷式行銷」轉型為「決策輔助建議」。 ### 三大核心廣告位置 - AI 摘要上方 (Above the AI Overview)： 攔截初步搜尋意圖，在用戶閱讀摘要前建立首位曝光 - AI 摘要下方 (Below the AI Overview)： 針對已閱讀完摘要、正處於深度評估階段的高意圖用戶 - AI 摘要內部 (Within the AI Overview)： 最具挑戰性的原生位置，廣告作為推薦產品直接嵌入 AI 內容。根據 Adthena 觀測，此版位目前出現頻率僅約 0.052%，Google 對此極其嚴謹，僅在高度相關時才會觸發 ## 電商致勝武器：Direct Offers 與 UCP ### Direct Offers 即時優惠：終結價格戰的良藥 Direct Offers 是解決「公開降價傷品牌」與「通路價格競爭」的關鍵戰略。它允許電商主在不改變官網公開定價（MSRP）的情況下，針對 AI 判定具備高購買意圖的特定用戶，提供「私有化即時優惠」。這能保護品牌資產，同時精準推動最後一哩路的轉轉。 ### UCP 通用商業協定與自動化功能 通用商業協定 (Universal Commerce Protocol, UCP) 是 AI 商務的底層框架。它整合了「看見、推薦、下單」的完整路徑，讓交易能直接在 AI 介面中發生。結合 Asset Studio 的 AI 影片生成與 Virtual Try-On（虛擬試穿） 功能，品牌能以極低的素材成本提供沉浸式購物體驗。 ## 實戰攻略：如何成功搶佔 AI Mode 版位？ ### 付費廣告策略：技術性工具全面升級 - Performance Max (PMax) 的核心地位： PMax 具備跨頻道結構，是 Google AI 推薦版位的首選載體。 - 廣泛比對 (Broad Match) + 智慧出價： 傳統 Manual CPC（手動出價）在 AI Mode 時代已失去競爭力與資格。唯有廣泛比對能捕捉 AI 生成的長尾口語化意圖。 - AI Max for Search： 這是 2026 年廣告主必須掌握的新型工具，專門針對傳統關鍵字無法覆蓋的複雜對話意圖進行動態匹配與網頁最佳化。 - Merchant Center 管理： 這是進入 AI 購物的「唯一門票」，確保商品資料（Feed）完整度、庫存與運費透明度是絕對核心任務。 ### 內容優化策略：讓 AI 願意引用你的 6 大法則 若要讓品牌在 AI Mode 的生成內容中被引用，需執行以下 SEO 轉向： 1. 結構化內容 (Structured Layout)： 使用明確的 H2/H3 標籤，段落開頭直述重點，便利 AI 抓取摘要。 2. 強化 E-E-A-T 信號： 標註專業作者、分享真實案例並引用權威來源。 3. 深挖「研究意圖」： 內容應解決痛點（例如：「小坪數空淨機比較」），而非單純陳述規格。 4. 結構化資料 (Schema) 佈局： 務必精準標註 Product、FAQ、Review 與 Offer 標籤。 5. 建立外部權威： 透過公關新聞稿與第三方媒體提及，建立 AI 模型中的品牌信任分。 6. 反向測試 (Reverse Testing)： 頻繁使用 Gemini 進行模擬查詢，分析被引用網站的共性並持續微調內容。 ## 結論：迎接「沒有排名」的新時代 在 2026 年的搜尋生態中，品牌經營者必須接受一個現實：傳統的「第一名」排名已不再是唯一的成功標準。取而代之的是品牌曝光率 (Brand Visibility) 與 AI 引用率 (Citation Rate)。面對智慧篩選時代，企業的當務之急是立即優化 Merchant Center 商品數據，並將內容策略轉向專業化與結構化。唯有成為 AI 願意信任並主動推薦的「最佳方案」，品牌才能在零點擊搜尋的浪潮中，穩健地轉化流量為銷量。 歡迎[聯繫我們](https://www.tagtoo.com/contact-us)，幫您審核帳戶結構開始，為這場 AI 驅動的搜尋變革做好萬全準備。 --- 參考資料來源： [Google 官方部落格](https://blog.google/)、[Ads in Google AI Overviews: What Changed in 2026 and What to Do Now](https://www.optimyzee.com/blog/ads-in-google-ai-overviews-2026?fbclid=IwY2xjawRNayJleHRuA2FlbQIxMQBicmlkETFIT1QwNGxoN3RESUU3a2Vjc3J0YwZhcHBfaWQQMjIyMDM5MTc4ODIwMDg5MgABHol6-LSAtV1ea6n_eAHpReZQnZ8Wh4v3DUPfjQsNIOp91u9ajW755d-XxHke_aem_z-0Wd_WZvaB8Vpp-p1Q-nw) ## 台灣鮮乳產業趨勢：四大龍頭穩市，特色小農品牌如何突圍？ URL: https://www.tagtoo.com/blog/026-milk-market-data-audience-targeting | Date: 2026-04-10 Summary: 這份報告指出，2026 年台灣鮮乳市場雖由四大品牌壟斷逾六成市佔，但數據顯示單純「價格戰」已對業績無效，品牌突圍的關鍵在於透過「購物籃分析」鎖定愛嚐鮮的小農客群與烘焙愛好者，並結合「數據受眾包」與「廣告代操」精準滲透高回購率的社區超市通路。 在健康意識抬頭的 2026 年，台灣鮮乳市場正經歷一場「大者恆大」與「特色化」的拉鋸戰，根據最新的市場數據報告 ，目前市場由四大傳統品牌主導，但新興的小農品牌正透過精準的客群經營，在細分市場中佔據一席之地。 ## 一、 市場競爭版圖：四大品牌奪下 60% 份額 目前的鮮乳市場呈現高度集中的態勢，前四大品牌的量販店市佔率合計超過 60% ： 林Ｘ營：以 22.16% 的市佔率位居榜首  瑞Ｘ：以 15.00% 緊隨其後，展現極強的品牌忠誠度  義Ｘ：市佔率 11.77%  光Ｘ：市佔率 11.25% 。 儘管大廠環伺，特色品牌如萬Ｘ (7.00%)、阿Ｘ (6.18%)、福ＸＸ沙 (4.60%) 及 鮮Ｘ坊 (3.27%) 仍靠著差異化定位，成功吸引特定消費者購買 。 ## 二、 銷售主力與定價策略：大容量與促銷的博弈 ***1\. 家庭號仍是消費者首選*** 數據顯示，台灣消費者在購買鮮乳時，最青睞大容量包裝 。目前熱銷榜的前三名分別為： 1. 品牌Ａ全脂鮮乳家庭號 (2728ml) 2. 品牌Ｂ全脂 (1858ml) 3. 品牌Ｃ 2 公升全脂鮮乳 ***2\. 品牌忠誠度 vs. 價格戰*** 有趣的是，市佔第二的品牌平均促銷率僅 0.46%，顯示其品牌溢價能力極強 。反觀新興品牌，促銷率普遍落在 24% 至 26% 之間，顯示小農品牌目前仍高度依賴折扣來吸引消費者「試喝」 。 ## 三、 深度解析：小農鮮乳的挑戰與機會 以特色品牌代表「小農鮮乳A」為例，其發展現況反映了小農品牌的生存縮影： - 通路集中度高：超過 56% 的業績來自北區，且高度依賴量販店（佔 56.72%） 。 - 社區超市的回購潛力：雖然量販店營收高，但數據發現「社區型超市」的顧客具備最高的回購率與黏著度 。 - 警訊：2026 年初數據顯示，單純提高折扣並未帶動業績。這顯示小農品牌若陷入價格戰，恐難以與大廠抗衡 ## 四、 購物籃分析：誰在買鮮乳？他們還買什麼？ 透過大數據分析消費者的「購物籃」，我們可以發現潛在的跨界商機 ： - 愛嚐鮮的族群：購買「小農鮮乳A」的消費者，有高機率重複購買其他小農鮮乳等品牌，**顯示這群人對「小農、獨立」有高度偏好**  - 關聯消費場景：消費者在購買鮮乳時，常同時購買**休閒娛樂票券、乾貨、餐飲食品及烘焙原料，**這顯示鮮乳已與「居家烘焙」與「家庭料理」深度綁定 **專家進階建議：如何將「購物籃數據」變現？** 策略一：場景化廣告投遞（Contextual Targeting） 既然數據顯示鮮乳常與「烘焙原料」一同購買 ，我們在廣告上可以找出搜尋過「生吐司食譜」、「手工蛋糕教學」或頻繁購買粉類原料的受眾，讓廣告出現在消費者「正需要用鮮奶」的時刻，而非只是「路過看一眼」。    策略二：跨界數據聯合促銷（Cross-Selling） 建議品牌主不需自掏腰包打折，而是與「休閒票券」或「烘焙品牌」進行數據互換或聯名推廣 。例如：在數位廣告中針對購買過烘焙材料的受眾，提供「小農鮮乳加價購」優惠券。這能有效跳脫價格戰泥淖，轉而切入受眾的生活剛需 。 策略三：社區超市的「高黏著」閉環行銷 報告指出，量販店雖然營收高，但「社區型超市」的顧客回購率與黏著度最強，我們能針對這些超市據點周邊的受眾，建立專屬的數位受眾包，定期推播「補貨提醒」廣告或「限時集點活動」，利用數據維持顧客的長期忠誠度 。 想要更近一步了解您的產業嗎？我們提供最專業的數據受眾包服務與廣告代操策略，協助您的品牌在零售戰場中精準找到對的顧客。 [\[立即與我們聯繫，獲取您的專屬數據行銷方案\]](https://www.tagtoo.com/contact-us) 資料時間： 2026/01/01 - 2026/02/28 數據範圍： 萬家福全台線上購物、線下量販及樂家康超市銷售數據 技術支援： Tagtoo DXP 數位廣告資料庫 免責聲明： 本報告內容經馬賽克處理，僅供市場趨勢分析與行銷策略參考，不代表特定品牌之實際營運績效 ## Google 廣告整合 Gemini AI：2026 數位行銷新趨勢與企業優化全攻略 URL: https://www.tagtoo.com/blog/google-gemini-ai-2026 | Date: 2026-03-25 Summary: 了解 Google 如何透過 Gemini AI 重塑廣告生態！本文深度解析語義比對、創意資產生成及 YouTube 創作者媒合等三大核心更新。若您的廣告成效遇到瓶頸，我們提供專業診斷，協助中小企業在 AI 浪潮中鎖定勝局。 ## 前言 隨著生成式 AI 進入深水區，數位廣告的運作邏輯正發生根本性的變革。Google 近期宣佈將其最強大的 AI 模型 Gemini 深度植入廣告生態系，這不單是功能的局部更新，更是宣告「AI 原生廣告時代」的正式到來。 對於長期專注於自家品牌經營、自行操作廣告的中小企業而言，理解這波技術巨變，將是決定未來兩年行銷投資報酬率（ROAS）的關鍵。 ## 核心驅動：Gemini 如何優化廣告自動化架構？ 過去，廣告自動化（Automation）多半基於歷史數據的預測；而現在，Gemini 帶來的是「語義理解」與「創意生成」的雙重飛躍，針對企業常見的行銷難題提供了三大核心解決方案： 1\. 語義層級的精準比對（Semantic Matching） **痛點：**傳統的關鍵字比對容易受限於字面意義，導致誤導流量。 **解決方案：**Gemini 強化了對使用者「搜尋意圖」的深層解析。即使消費者使用的字眼較為模糊，AI 也能精準媒合企業的產品優勢，大幅降低中小企業在關鍵字篩選上的技術門檻。 2\. 規模化的創意資產產出（Creative at Scale） **痛點：**素材疲乏（Ad Fatigue）是自行操作廣告時最常遇到的瓶頸。行銷人力有限，每天需產出大量文案與圖片以應對不同廣告格式。 **解決方案：**透過整合 Gemini，系統能根據品牌官網內容，自動生成具備高轉化潛力的標題、描述及視覺建議。這讓行銷人員能從繁瑣的文案撰寫中解放，轉而投入更高層級的品牌策略規劃。 3\. YouTube 創作者經濟的數據化媒合 **痛點：**想要進行影音合作卻不知如何篩選，面臨找錯網紅、投錯錢的風險。 **解決方案：**Google 透過 AI 強化了「YouTube 品牌連接器（BrandConnect）」，協助品牌主利用大數據精準鎖定與產品受眾高度重疊的創作者。這對於資源有限、無法負擔大規模市場調研的中小企業來說，是降低跨界合作風險的關鍵工具。 ## 企業面臨的挑戰：技術紅利下的隱形成本 儘管 Google 提供了強大的 AI 工具，但對中小企業行銷部門而言，仍面臨兩大挑戰： - 數據餵養的品質： AI 的產出取決於輸入的數據。若品牌網站結構不佳或品牌定位模糊，AI 生成的素材將缺乏競爭力。 - 策略判斷的缺位： AI 能優化執行，但無法替代「商業策略」。如何根據市場變動調整 AI 的跑動方向，仍需具備實戰經驗的判斷力。 ## 結語：在 AI 浪潮中鎖定勝局 Google 廣告與 Gemini 的整合，象徵著數位行銷已從「勞力密集」轉向「算力與策略密集」。對於自行操作廣告的品牌主來說，善用 AI 工具固然能提升效率，但如何在演算法的黑盒中，精準找出最適合自家的獲利公式，仍是企業成長的必修課。 ### 您的廣告成效是否遇到了瓶頸？ 即便有了最強大的 AI 助手，在多變的市場競爭中，廣告成效往往卡在「關鍵的 1%」優化點。如果您在操作自家品牌廣告時，遇到流量成本攀升、轉化率停滯不前，或是不確定如何將 Gemini AI 應用在您的行銷藍圖中，歡迎與[我們聯繫](https://www.tagtoo.com/contact-us)。 我們擁有豐富的產業實戰經驗，能針對您的品牌現狀進行深度診斷，協助您在 AI 時代找回精準的成長節奏。 --- 參考資料來源： Google 官方部落格 (The Keyword)： [Google Ads 整合 Gemini 之最新公告](https://blog.google/products/marketingplatform/360/gemini-models-advantage-google-marketing-platform/) YouTube Advertising： [利用 AI 強化創作者媒合與品牌連結](https://www.youtube.com/ads/) ## 當 Andromeda 演算法接管 Meta，為什麼你的品牌迫切需要 AI 產製海量素材？ URL: https://www.tagtoo.com/blog/meta-andromeda-ai | Date: 2026-03-24 Summary: Meta 在 2025 年推出了名為「Andromeda 」的全新機器學習檢索引擎，並配備 NVIDIA Grace Hopper 與自家的 MTIA 晶片 。它徹底改變了廣告投放邏輯：從過去依賴「廣告主手動設定精準受眾」，變成「由素材決定受眾」 。AI 會深度解析素材的視覺、文案與情緒，直接媒合最可能轉換的用戶 ## 前言 如果你最近在跑 Meta 廣告時，發現以前那套「精雕細琢一兩支完美影片，然後精準鎖定特定興趣受眾」的招式突然失靈，甚至轉換成本莫名飆高，請先別急著懷疑人生，這不是你的產品失去吸引力，而是 Meta 系統底層的遊戲規則已經被徹底改寫了。 2025 年底，Meta 全面部署了名為「Andromeda（仙女座）」的全新機器學習檢索引擎，這是一次高達 10,000 倍模型複雜度的升級，它宣告了一個新時代的到來：**「受眾設定」已經退居二線，現在是「素材」本身決定了你的廣告會投給誰。** 想要在 2026 年的廣告戰場上存活並勝出，我們必須重新理解這個新系統，並擁抱 AI 來解決前所未有的「素材飢渴症」。 **改變一：演算法長了眼睛，你的「素材」就是你的「受眾」** 過去，廣告系統像是個聽指令辦事的助理。你設定「25-40歲、喜歡瑜珈的女性」，它就乖乖把廣告派給這群人，至於這群人買不買單，那是另一回事。但 Andromeda 是一個極度聰明的 AI 媒合大師，它不再盲目依賴你設定的標籤，而是透過電腦視覺與語意分析，直接「看懂」你的廣告素材，它會拆解圖片裡的商品、色彩、影片的情緒、文案的切角，然後從龐大的數據庫中，即時推算出「當下最可能對這個畫面產生共鳴、甚至掏錢購買的人」。這意味著，**如果你只給系統一種視覺風格的素材，它就只能幫你找到同一種人，你給的創意越多元，系統能幫你觸及的潛在客群就越廣！** ## 改變二：微調「換皮」失效，Andromeda 只要「真・多樣性」 很多廣告投手過去喜歡玩一個小聰明：把同一張表現不錯的圖片，稍微換個背景顏色、改一句標題，就當作 10 支新廣告重新上線測試。在 Andromeda 面前，這招已經完全失效。新系統導入了「實體分群 (Entity Clustering)」的技術，那些視覺上高度相似的廣告，會被 AI 判定為「同一個實體」。換句話說，你費盡心思微調了 10 張圖，在系統眼中你其實只有「1 次」參與競價的機會。Andromeda 渴望的是截然不同的鉤子：它需要看見創辦人故事、UGC 開箱、純產品展示、甚至是不同排版比例的動態影片。 你需要在單一廣告組中放入 10-20 支具備「三切角矩陣」的多元素材，讓 AI 自己挑選配對： - **邏輯與規格型：** 主打價格、成分、Before/After 對比，專攻正在理性比價的客群 - **情感與生活型：** 使用第一人稱視角（POV）展示使用場景與生活品質提升，打動重視體驗的消費者 - **社會認同型：** 真實用戶開箱、KOC 評論。數據顯示，帶有生活溫度、不刻意精修的 UGC（使用者生成內容）短影音，轉換率甚至比高預算的品牌大片高出 3 倍 ## 改變三：素材消耗戰開打，人類設計師的極限就是 AI 的起點 這套強大的 AI 檢索系統帶來了一個殘酷的副作用：廣告素材的壽命被極度壓縮。過去一支好廣告可以跑上一兩個月，但現在，廣告通常在「第一週」就會達到成效巔峰，隨後迅速疲乏，因為系統太快就能找到最適合這支素材的人，一旦這群人被洗完，成效就會停滯。為了餵飽這個飢渴的演算法，**Meta 官方甚至建議每週要測試多達 20 支全新的創意素材**。數據更無情地指出，那些過去表現最好、但擁有繁瑣「人工審核流程」的大企業，在這次演算法更新中受創最深，投資報酬率（ROAS）甚至暴跌了 31%！因為人類的設計與審核速度，根本追不上 AI 消耗創意的速度。 **2026 致勝關鍵：用 AI 魔法打敗 AI 演算法** 頂尖廣告主已經開始全面擁抱 AI 與自動化工具，建立全新的素材生產線： - 運用生成式 AI 擴展創意： Meta 推出的 GEM (生成式參與模型) 是一個強大的基礎模型，能讓廣告主利用 AI 工具快速生成不同的廣告背景與文案變體。企業透過這些 AI 生成工具創建了超過 1,500 萬個廣告，不僅能突破人類發想的盲點，更有效提升了轉換率。 - 利用目錄廣告 (Catalog Ads) 實現幾何級的素材爆發： 將預算大幅轉移至目錄廣告是應對新演算法的最佳解方。透過設定「設計規則 (Design Rules)」，可以自動為數千個商品套用不同的視覺版型（如促銷標籤、節慶主題等），瞬間產生數以萬計的獨特創意實體，完美解決多樣性不足的問題。 - AI 影片自動生成： 影音目錄廣告 (Video Catalog Ads) 是頂尖廣告主的秘密武器。透過工具將靜態的產品圖片自動加上動態效果轉化為短影音序列，因為影片與靜態圖片會被視為完全不同的實體，這能直接讓該產品的曝光機會翻倍，進而獲得ROAS 的提升。 ## 總結來說 在 Andromeda 的統治下，**行銷的戰場已經從「誰的受眾鎖得準」轉移到了「誰能最高效地產出多元素材」**。這是一場創意的軍備競賽，單靠設計師爆肝加班已經無法解決問題，建立能快速迭代的「專屬素材兵工廠」，才是 2026 年唯一的正解。 如果您正苦惱於團隊設計量能不足，或是素材產出速度無法及時配合廣告策略的轉變，不妨尋求專業團隊的協助。塔圖除了可以幫您操作廣告，也有提供專屬的「廣告素材設計方案」，透過我們將「廣告投放」與「素材設計」緊密結合，讓我們在執行時能更敏銳地捕捉演算法的喜好，即時為您優化品牌的廣告成效，穩穩抓住這波新演算法帶來的流量紅利！歡迎與[我們聯繫](https://www.tagtoo.com/contact-us)！ ## 告別盲目投廣！2026 母親節如何用全漏斗行銷與 AI Max 創造成效高峰？ URL: https://www.tagtoo.com/blog/2026-mothers-day-full-funnel-aimax-marketing | Date: 2026-03-23 Summary: 2026 母親節行銷不能再靠單一投廣！當消費者越來越依賴多渠道評估，品牌必須透過「數據驅動」與「全漏斗行銷」雙軌並進。本文專為電商與品牌行銷人打造，深入解析從 Tagtoo DXP 擴展新客、AI 素材優化到第一方數據收網的數位廣告策略，助您精準掌握母親節送禮趨勢，全面提升 ROAS！ ## 前言 隨著多模態搜尋與消費者行為路徑碎片化的改變，導致傳統單一渠道的暴力投廣成效大幅下滑，獲客成本 (CAC) 飆升對策已成為所有電商老闆與行銷主管的當務之急。在台灣，高達 82% 的消費者日常生活離不開 Google 和 YouTube。更有 89% 的社群媒體使用者，會利用 Google 搜尋進一步查找並評估在社群媒體上發現的產品。最殘酷的現實是，有 71% 的台灣消費者曾在社群上發現特定品牌後，卻因為搜尋結果的資訊與評價，最終改買其他競爭品牌。這意味著 2026 年的母親節電商促銷，品牌必須仰賴數據驅動行銷與全漏斗行銷 (Full-Funnel Marketing) 策略才能成功收網。面對大環境與消費者心態的巨變，品牌該如何利用最新的 AI 廣告趨勢精準佈局？ ## 2026 母親節消費趨勢 - YouTube 成為重要靈感來源：母親節相關話題在 YouTube 上的觀看量持續成長，2025 年 5 月達到近 2,000 萬次觀看（年增 26%），各大品牌也積極透過 YouTube 進行宣傳。 - 虛實整合（O2O）是決勝關鍵：實體通路（如百貨公司）仍是母親節的重要戰場，品牌應善用數位廣告將線上消費者精準引流至線下門市。 - 保健食品（科學成分與品牌力決勝）： 泛品類字詞（如魚油）搜尋量衰退 35.4%，但科學成分（如 Omega）和品牌與字詞卻逆勢成長，消費者越來越傾向直接指名信任的品牌。 - 美妝與服飾（K-Beauty 與機能性爆發）： 韓國美妝通路 Olive Young 與居家科技美容儀 Medicube（搜尋量暴增 181.5%）正在瓜分傳統專櫃的關注度。服飾方面，兼具機能與潮牌屬性的品牌如 Hoka（搜尋量成長 65.14%）展現強勁的破圈成長 然而，最新數據也揭示了母親節檔期客群輪廓：母親節受眾中有 68% 為女性、32% 為男性。消費力道已從單純的「物慾補償」轉向「價值認同」與「品質生活追求」。 ## 痛點分析：母親節廣告成效下滑對策？消費者行為路徑的應對法則 許多品牌抱怨母親節廣告成效下滑，往往是因為錯估了決策時程。事實上，**母親節相關關鍵字（如母親節禮物、餐廳、優惠等）的點擊量從 3 月下旬即開始顯著攀升，且在節日過後仍會保持一定的流量熱度**。品牌必須依據三階段的消費者痛點擬定對策： 1. 第一階段：靈感蒐集期 (3 月中〜4 月初) 消費者處於迷茫期，尋求送禮方向與靈感，例如搜尋「3000 元實用禮物清單」，此時若只投遞強硬促銷，將流失搶佔「靈感入口」的機會。 2. 第二階段：比較決策期 (節日前 2 週) 消費者已鎖定品類，開始理性評估。他們需要詳細的產品比較、實測影片與優缺點分析來降低購買疑慮。 3. 第三階段：最後下單期 (節日前 7 天) 消費者時間焦慮升高，優先考慮物流與安心感。明確標示最後出貨時間與到貨承諾，是創造轉換的絕對關鍵。 ## 實務應用：品牌如何利用 Tagtoo 萬家福 DXP 與 Google AI 廣告優化全漏斗行銷？ 面對上述的三階段挑戰，品牌應如何結合最新的 Google AI 廣告工具落實全漏斗策略？以下是 Tagtoo 廣告專家給出的實戰解法： ### Top-Funnel (靈感蒐集期)：Tagtoo DXP 擴展新客與影音佈局 在消費者尚未明確知道要買什麼的 3 月中旬至 4 月初，品牌應主動出擊。透過導入 Tagtoo 萬家福 DXP ，品牌能精準捕捉在台灣量販龍頭萬家福（全通路）上近期頻繁瀏覽送禮或高潛力品類的受眾，在這個階段可以透過口碑行銷與內容行銷，提早佈局「實測」或「開箱」的內容影音。搭配 YouTube 的影音觀看廣告 (VVC) 進行廣泛觸及，這不僅只有帶來大量的品牌曝光，更可以藉由真實的實測內容建立消費者信任感。台灣有八成的觀眾認為，YouTube 創作者內容有助於在購物時研究和發掘產品，在漏斗頂端累積下來的這些「觀看再行銷」名單，將成為品牌後續轉換極高價值的專屬資產 ### Mid-Funnel (比較決策期)：需求開發廣告 (Demand Gen) 擊破猶豫 當消費者進入密集比較期，需求開發廣告 (Demand Gen) 是極佳的利器。台灣有 80% 的觀眾認同 YouTube 創作者在提供購物建議時最具公信力。 品牌可以運用 Demand Gen 的多元版位（包含 YouTube Shorts、Discover、Gmail），並結合創作者實測的視覺影音素材。同時，利用自訂區隔 (Custom Segments) 定向競品網站訪客，或針對過去三個月曾購買過的高價值會員名單進行 Lookalike (類似受眾) 擴展，精準找出潛在新客 ### Bottom-Funnel (最後下單期)：第一方數據收網與 AI Max / PMax 極致優化 進入最後 7 天的決戰期，購物車未結帳再行銷與猶豫客精準鎖定是成敗關鍵。 - PMax (最高成效廣告) 預算拆分： 建議將 PMax 分為新、舊客獨立廣告活動。針對新客，開啟「針對新顧客提高出價」功能；針對舊客，則將企業內部的第一方數據（如：加入購物車未購買者）匯入作為受眾信號 (Audience Signals) 強力收網 - 導入 AI Max 搜尋廣告活動： 面對多模態搜尋影響與全新的 AI 摘要廣告版位 (AI Overviews)，傳統關鍵字已不敷使用。啟動 AI Max 搜尋廣告活動，讓系統透過無關鍵字鎖定技術自動擷取官網亮點生成客製化文案。*數據顯示，在相似的 CPA 或 ROAS 下，AI Max 能帶來高達 +27% 的額外轉換量。知名品牌曼秀雷敦在導入 AI Max 後，更成功帶動了 114% 的銷售成長* ## 加碼實戰：OMO 虛實融合時代，用 Tagtoo 萬家福 DXP 串接離線轉換 針對現今消費者「線上搜尋比較、線下實體店購買」的 OMO 趨勢，如果品牌只追蹤線上的 ROAS，將會嚴重低估廣告的真實成效， 為了解決這個盲區，品牌可以運用 Tagtoo 萬家福 DXP 串接離線轉換 (Offline Conversions)。透過比對線上廣告點擊數據與實體通路的消費紀錄，品牌能夠清晰且精準地了解「數位廣告費實際帶來了多少線下轉換效益」，這不僅打破了線上線下的數據孤島，更是品牌在全漏斗行銷中，檢視真實投資報酬率 (ROI) 的終極武器。 ## 結語：數據與 AI，是品牌與消費者最溫暖的橋樑 2026 年的母親節戰役，已經從過去單純的「價格戰」，升級為「數據戰」與「AI 應用戰」。從洞察「悅己消費」的趨勢，到運用 Demand Gen 養魚、PMax 新舊客拆分與 AI Max 強力收網。這些強大的技術背後，最終目的都是為了在消費者最需要的時候，遞送最貼心、最安定的送禮承諾。 獲客成本不斷攀升，您的品牌準備好迎戰了嗎？ [立即諮詢 Tagtoo 塔圖科技](https://www.tagtoo.com/contact-us)，結合頂尖的 Google AI 廣告技術與全漏斗佈局策略，助您在 2026 母親節檔期突破成長瓶頸，創造營收新高峰！ 參考資料來源：\[External\]Q1'26 \[TW\] Accelerate with Google - Master Deck ## 為什麼 AI 工具盛行下，具備「數據分析能力」的廣告代理商反而更值錢？ URL: https://www.tagtoo.com/blog/ai-marketing-agency-value-data-analysis | Date: 2026-03-22 Summary: 面對 AI 工具（如自動化投放、生成式 AI）盛行，市場質疑代理商是否會被取代。本文主張：「會使用工具」不等於「能駕馭價值」，AI 的介入並非取代人力，而是**「技術精準」與「專業洞察」的深度結合 ## 前言 ***「既然市場上有這麼多 AI 工具，是不是代理商就要被取代了？」 「現在媒體平台都標榜全自動 AI 投放，那還需要人工操作嗎？」*** 隨著 2026 年 AI 技術全面滲透行銷產業，這些疑問出現在許多品牌主的心中。確實，AI 行銷 正在重塑規則，但我們深信：「會使用 AI 工具」與「能駕馭 AI 創造價值」，是兩件截然不同的事， 我們塔圖科技積極推動的人機協作模式下，AI 不是取代者，而是讓我們變得更精準的「最強副駕駛」。 ## 一、 從數據整理到預測趨勢：AI 數據分析如何精準控管成效？ 在傳統的廣告操作中，廣告成效優化 往往受限於人力整理資料的速度。現在，我們透過 AI 工具，實現了以下三大突破： 1. 跨平台數據自動化整合： 我們利用 AI 處理海量的日常行政與數據清洗工作，確保 Google、Meta 等各平台的報表即時且降低失誤。 2. 精準的異常偵測（Anomaly Detection）： 當廣告追蹤失效或獲客成本 (CPA) 飆升 時，AI 會預警，讓我們從「被動看報表」轉變為「主動攔截風險」。 3. 預測性佈局： 我們不再只看過去的數據，而是利用 AI 建立廣告預測模型，提前洞察市場流量波動，為客戶精準鎖定高潛力受眾。 ## 二、 痛點分析：為何「會操作 AI」不等於能應對市場突發狀況？ 許多品牌主嘗試自行操作 AI 工具，卻發現廣告失準怎麼辦？依然是個大難題。這是因為 AI 擅長處理「已知」的數據，但難以處理「未知」的人性與市場變局。 數位轉型策略的核心在於：省下的時間，我們為客戶處理更核心的事。 當 AI 幫我們省下了機械化的執行時間，我們的專家團隊能投入在： 1. 深度市場洞察（Human Insight）： AI 能看見數字的起伏，但我們能看見起伏背後的「人性」。我們會花更多時間研究競品動態，並解讀消費者情緒的細微轉變，提供更具戰略高度的建議。 2. 應對突發狀況與靈活變陣： 市場瞬息萬變，當突發性的社會議題或品牌危機發生時，AI 往往無法做出具備品牌高度的決策。而您的團隊——我們，會始終在第一線為您把關、即時應變。 3. 預測性佈局： 我們利用 AI 的機器學習來預測趨勢，並結合專業經驗，協助客戶在充滿噪音的市場中，提前佈局下一個季度的流量藍海。 4. 打破數據孤島： 協助品牌整合不同渠道的資訊，制定出具有高度的 跨平台策略佈局。 ## 三、 專業，在於「駕馭工具」的能力 就像同樣是一台頂級跑車，專業賽車手與一般駕駛開出的速度與穩定度截然不同。 代理商的價值，在於我們知道如何下對「指令（Prompt）」，知道如何校正 AI 的偏差，更知道如何將 AI 產出的生冷數據，轉化為具有商業溫度的溝通方案。我們利用 AI 來追求執行上的「極致精準」與「成效控制」，而我們也保留的人力專業，則是為了確保這些技術能服務於品牌的長期發展，這不僅是技術的升級，更是服務品質的升級。最後決定「方向盤往哪轉」的，依然是我們對您品牌的承諾，以及對市場累積多年的專業直覺。 ## 結語：技術領先，成效為先 我們相信，AI 不會取代代理商，但「懂得協作 AI 的代理商」將會為客戶創造前所未有的價值。 對我們而言，AI 是最強大的引擎，而塔圖科技的專業與責任感，則是掌握方向的領航員，我們不只是在幫您操作廣告，我們是在利用最先進的技術，為您的品牌守護每一分預算，並在數位浪潮中，精準地找到屬於您的忠實客戶。 想要了解最佳的廣告解決方案，[立即諮詢 Tagtoo 塔圖科技](https://www.tagtoo.com/contact-us)。 ## Cookieless 冰河期降臨：企業如何靠第一方數據與 CDP 突破廣告獲客困境？ URL: https://www.tagtoo.com/blog/first-party-data-cookieless-cdp-2026 | Date: 2026-03-19 Summary: 面對 2026 年 Apple ATT 與 Cookieless 政策帶來的廣告追蹤「冰河期」，獲客成本持續飆升。當第三方數據面臨失準與隱私法規雙重風險，第一方數據已成為企業不可或缺的「黃金資產」。本文由隱私科技顧問為您解析，如何透過 CDP 掌握高達 95% 精準度的第一方數據，並結合 BCG 權威研究，帶您用數據驅動重構全漏斗行銷策略，成功對抗廣告成本上升並帶動營收倍數成長！ ## 前言：2026 年，廣告追蹤的「冰河時期」正式降臨 時間來到 2026 年，數位行銷的生態已經發生了不可逆的板塊推擠。過去十幾年來，品牌行銷人員極度依賴的「第三方 Cookie」與跨站追蹤技術，正式迎來了終局。隨著 Apple 落實 ATT（App Tracking Transparency）政策，以及 Google Chrome 放棄強制封鎖、轉而實施類似於「全球同意提示（Global Consent Prompt）」的機制，市場已經做出了選擇。 數據顯示，高達 40% 的使用者在面臨選擇時會主動拒絕 Cookie 追蹤，導致平均同意率暴跌至 39%。這意味著，過去那種在網路上悄悄尾隨消費者、輕易掌握全網足跡的「廉價流量時代」已經徹底終結。這場被稱為「廣告追蹤冰河期」的巨變，讓許多未能提早轉型的企業面臨嚴峻挑戰：演算法失去訊號（Signal Loss）、獲客成本（CAC）飆升、行銷預算變成難以衡量回報的黑洞。在這樣殘酷的寒冬中，唯有擁有自家「第一方數據（First-party data）」的品牌，不僅能禦寒，更能將其轉化為驅動增長的唯一「黃金資產」。 ## 痛點分析：第三方數據為何不再可靠？ 在過去，第三方數據被視為行銷的捷徑，但在 2026 年的時空背景下，它已經成為企業的「負債」與「風險」。第三方數據之所以不再可靠，主要源於兩大痛點： **1\. 隱私法規的達摩克利斯之劍（法規風險）** 全球資料保護法規正以前所未有的力度緊縮。在歐洲，GDPR 的執法日益嚴格，法國 CNIL 甚至針對未經明確同意便投放廣告追蹤的行為，對科技巨頭開出了高達 3.25 億歐元的天價罰單。在美國，超過 20 個州實施了嚴格的隱私保護法案（如 CCPA/CPRA），而亞洲各國（如印度的 DPDP 法案）也紛紛跟進。企業若繼續依賴來源不明、未經消費者明確授權（Opt-in）的第三方數據池，將面臨極高的合規風險與商譽受損的危機。 **2\. 演算法的盲區與失真（精準度低）** 即使企業願意承擔法規風險，第三方數據的「品質」也已大打折扣。當主流瀏覽器與作業系統阻擋了跨站追蹤，第三方數據就成了破碎的拼圖。研究指出，因為缺乏穩定的跨站識別碼，高達 40% 到 60% 的廣告衡量數據正在流失。當廣告平台看不見消費者在其他網站的真實行為，受眾輪廓便淪為粗糙的「機率性推測（Probabilistic guessing）」，導致廣告投遞越發失準，品牌預算在無效曝光中白白燃燒。 ## 核心價值：拆解第一方數據高達 95% 精準度的秘密 面對第三方數據的崩壞，為什麼「第一方數據」能脫穎而出，成為 2026 年企業的護城河？答案在於其無可取代的「精準度」與「高度合規性」。第一方數據是品牌透過自身渠道（如品牌官網、APP、實體門市、CRM 系統、客服互動）直接向消費者收集而來的資料。因為消費者是在認知明確、且獲得價值交換（如專屬優惠、更好的服務體驗）的前提下主動提供（Zero-party data 與 First-party data），這使得其合規性幾乎無懈可擊。更驚人的是它的精準度。與第三方數據依賴「推測」不同，第一方數據記錄的是消費者與品牌之間最真實的互動行為。他瀏覽了哪些商品？放了什麼進購物車？歷史購買週期為何？這些基於第一方 Cookie 或登入身份（User ID）所串聯起來的資料，能讓客戶識別與預測的精準度高達 92% 至 95%（相較之下，第三方數據的準確率往往僅剩 65% 以下）。 *波士頓顧問集團（BCG）與 Google 的聯合研究更為此提供了強而有力的實證背書： 研究指出，那些「數據成熟度高」、能夠有效將第一方數據整合於行銷流程中的企業，其營收成長可達傳統經營模式的 2.9 倍，同時在行銷成本上還能節省 1.5 倍。紐約時報正是利用第一方數據策略，讓註冊用戶的轉換率比匿名用戶高出 40 倍，並在 5 年內實現了 1 億美元的數位廣告收入增長。這證明了第一方數據不僅是防禦法規的盾牌，更是創造營收的利劍。* ## 實務應用：品牌如何利用第一方數據優化全漏斗行銷？ 了解了第一方數據的價值，企業決策者更需要知道如何將其「變現」。在 2026 年，藉由導入顧客數據平台（CDP, Customer Data Platform），品牌可以打破內部數據孤島，利用第一方數據重構從頂層到底層的「全漏斗行銷（Full-Funnel Marketing）」： 1\. 頂端（Awareness）： 運用高價值受眾，精準尋找「超級新客」 既然第三方像素（Pixel）抓不到人，品牌就該交出自己的好牌。透過 CDP 篩選出「高 LTV（顧客終身價值）」的第一方客戶名單，將其加密（Hashing）後回傳給廣告平台。利用先進的 AI 機器學習訓練出「類似受眾（Lookalike Audience）」，品牌能在 Cookieless 的環境下，精準觸及與您最優質客戶具備相同特徵的潛在買家，有效降低前期的曝光與點擊成本。 2\. 中段（Consideration）： 打造千人千面的個人化體驗在考慮階段，消費者需要被「懂」。當一位潛在客戶第二次造訪官網時，第一方數據系統能瞬間辨識他上次將某款大衣加入追蹤清單。此時，網站可以自動替換首頁 Banner 為該產品的情境照，或者透過自動化行銷系統發送一封帶有專屬折扣碼的電子郵件。統計顯示，採用這種基於第一方數據的個人化行銷，能讓轉換率大幅改善高達 80%。 3\. 底端與忠誠度（Conversion & Loyalty）： 預測性召回與飛輪效應 將漏斗轉化為「飛輪」。第一方數據的終極應用在於「預測」。透過分析顧客的消費頻率與回購週期，品牌可以在消費者「即將用完產品」的前三天，主動透過 Web Push（網頁推播）或官方 LINE 發送補貨提醒。這種無需依賴外部廣告的「閉環式」溝通，不僅能將獲客成本降至最低，更能讓客單價與客戶留存率顯著攀升。 ## 專家結語：數據不是越多越好，而是要「能為你所用」 在 2026 年的數位戰局中，我們必須打破一個迷思：數據不是囤積得越多越好，而是要「能為你所用」。第三方 Cookie 的退場，本質上是把行銷的掌控權從「外部廣告平台」還給了「品牌自身」。這是一場洗牌，淘汰的是那些依賴廉價流量、缺乏顧客洞察的短視企業；而真正把第一方數據視為「黃金資產」，投入資源建立合規收集機制、導入 CDP 進行深度分析，並尊重消費者隱私的品牌，將在這場冰河期中迎來爆發性的成長。 立刻[聯繫我們](https://www.tagtoo.com/contact-us)，開始盤點您的第一方數據資產吧！在這個隱私至上、數據驅動的新時代，誰能掌握最真實的顧客互動，誰就能掌握下一個十年的獲利飛輪。 ## 2026 數位廣告洗牌：當「精準投放」失靈，品牌如何重構全漏斗策略？ URL: https://www.tagtoo.com/blog/2026-digital-marketing-trends-full-funnel-tagtoo | Date: 2026-03-16 Summary: 覺得廣告費太貴、廣告成效變差嗎？2026 年數位行銷趨勢正式洗牌！隨著隱私政策影響與 Cookieless 時代到來，單點式精準投放逐漸失靈。本文專為企業決策者解析，如何透過「全漏斗行銷」策略，並導入 Tagtoo 的 S2S 數據健檢、Tagtoo DXP 會員洞察與 Dashboard 數據整合，有效降低廣告獲客成本 (CAC)，打造專屬的長效獲利飛輪！ ## 引言：告別「流量紅利」的幻覺 過去十年，數位行銷的世界一直存在一個美好的承諾：只要把預算投入平台，演算法就會幫你找到最精準的買家。然而，到了 2026 年，那個依賴單一平台、享受廉價流量紅利的時代已經徹底結束。當企業主與行銷主管們紛紛抱怨「廣告費太貴」、「廣告成效變差」時，我們正在經歷一場結構性的數位廣告環境變革。要在此刻突圍，品牌必須摒棄破碎的單點投放思維，重新審視並建構全漏斗行銷 (Full-Funnel Marketing) 策略，這將是 2026 年企業保持增長的唯一解方。 ## 2026 年數位廣告的現狀：為何傳統的「精準投放」逐漸失靈？ 1. 隱私法規與 Cookieless 的全面衝擊 隨著消費者對資料保護意識抬頭，隱私政策影響已從理論變成實質的營收阻力。蘋果 iOS 政策與 Google 逐步落實的 Cookieless 政策，使得依賴第三方 Cookie 進行跨站追蹤的技術被大幅削弱。這直接導致了大家最有感的痛點：FB/Google 廣告不準了。品牌無法輕易拼湊消費者的數位足跡，傳統的精準投放面臨嚴峻挑戰。 2. 演算法黑箱與獲客成本（CAC）飆升 當平台失去精準追蹤的能力，自動化演算法的學習成本便會轉嫁到廣告主身上。許多品牌的廣告獲客成本 (CAC) 出現了雙位數飆升。如果品牌依然只執著於漏斗最底層的「轉換廣告」，無異於在日益枯竭的池塘裡與競爭對手爭搶最後幾條魚。 ## 全漏斗策略的重定義：從「捕魚」轉向「養魚」 面對挑戰，我們必須將消費者的旅程視為一個流動的生態池。在此過程中，擁有 10 年以上廣告技術累積、身為 Meta 最高級別認證與 Google 2025 年菁英合作夥伴的 Tagtoo 塔圖科技，正是協助品牌串聯全漏斗的最佳推手。 - **Awareness（頂層）：從 SEO 走向 GEO，搶佔 AI 搜尋時代的心智** 進入「零點擊時代」，消費者習慣在 AI 介面直接獲取答案。頂層漏斗的策略必須升級為生成式引擎優化 (GEO)。品牌需要創造具備權威性的內容，讓 AI 能夠理解並「願意引用」你的品牌，在消費旅程最前端成功佔據心智。 - **Consideration（中層）：長短影音共振與社群互動，縮短決策路徑** 在決策層，消費者在接觸業務或結帳前已完成大半評估。品牌需要透過跨平台的優質內容建立信任。Tagtoo 的專業成效廣告優化團隊能以豐富經驗打造高效策略，透過精準的受眾鎖定與素材建議，在最合適的渠道與消費者進行深度互動。 - **Conversion（底層）：擺脫第三方依賴，用 Server-to-Server 讓轉換廣告精準進化 **當消費者來到最關鍵的轉換階段，品牌絕對不能再盲目依賴傳統的網頁像素（Pixel）。在 Cookieless 與隱私法規的限制下，消費者的瀏覽器或行動裝置作業系統隨時可能阻擋資料發出。一旦廣告平台「看不到」實際發生的購買行為，演算法的學習就會中斷，導致轉換廣告越投越不準、獲客成本持續飆高。 Tagtoo 能協助品牌導入 Server-to-Server (S2S) 伺服器端追蹤（如 Meta Conversions API）以及最完整的 GA4 電子商務事件設定，透過 API，網頁上發生的每一個高價值事件（如加入購物車、完成購買）都能加密並不受阻擋地直接發送給 Google、Meta 等廣告平台。當轉換訊號得以回收，轉換廣告的優化才能真正發揮強大威力。 ## 2026 必備的三大核心解決方案： 要支撐起強大的全漏斗行銷，2026 年的關鍵在於「數據的真實度」與「AI 的預測深度」。Tagtoo 聯手萬家福，透過以下三大技術支柱，為品牌換上最強大的獲客引擎 **解決方案一：導入 Tagtoo DXP，實現第一方數據資產化** 擁有第一方數據只是基礎，結合萬家福的「實體交易數據」才是超車的關鍵。Tagtoo DXP 透過 AI 引擎，將品牌會員資料與萬家福全通路的真實購買行為進行 ID Mapping。 AI 不再只是「猜測」興趣，而是利用 NAPL（新客、活躍、沉睡、流失） 矩陣，結合站外高達 800 筆行為特徵標籤（如：金融理財傾向、高頻消費力分佈），精準識別每一位消費者的生命週期。 **解決方案二：RMN 2.0 —— 塔圖獨家「萬家福線下轉換報表」** 在 Cookieless 時代，最接近消費者購物底層的數據最為珍貴。Tagtoo 擁有強大的跨螢幕、跨平台網路廣告導向能力，服務橫跨綜合電商、美妝美容、房產投資等 23 個產業。無論是 Google、Meta、Taboola 還是新興的社群與零售平台，Tagtoo 都能協助品牌整合歸因，進行全網域的精準打擊。Tagtoo 協助品牌利用萬家福的零售媒體網路（RMN），打破線上與線下的黑盒子， 透過塔圖研發的技術，品牌現在能掌握「看過數位廣告後，走進萬家福購買」的真實數據。這份線下轉化報表讓 ROAS 的計算不再流於點擊，而是真實的收銀機聲響。 **解決方案三：透過 Tagtoo Dashboard 實現數據整合與 AI 廣告自動化** AI 數據驅動的即時決策： 行銷人員常面臨耗時的手動數據收集與複雜的跨平台整合痛點。Tagtoo Dashboard 能自動抓取並整合 Facebook、Google Ads、GA4、TikTok 等多平台數據，消除手動誤差，確保數據即時、準確且一致。 結合視覺化的 Looker Studio 圖表與 AI 預警機制，行銷團隊能將複雜數據一目了然地解讀，不僅解決了「報表延遲導致錯誤判斷」的風險，更釋放了行銷人員的時間，專注於AI 廣告自動化與高價值的商業策略決策。 Tagtoo AI 素材工具： 結合橫跨 29 個產業、累積超過 10 年的成效大數據，讓素材製作不再是漫長的等待。 針對不同受眾標籤（如：萬家福的高頻購買者 vs. 潛在首購族），AI 工具能自動生成最能觸發轉化的廣告文案與視覺組合。 ## **結論：贏家是那些「看得遠」的品牌** 2026 年的數位廣告市場正在經歷無情的洗牌。未來的贏家，將是那些投資建設全漏斗生態、深化第一方數據的品牌。透過與具備深厚數據與技術底蘊的合作夥伴攜手，才能在波譎雲詭的市場中穩步增長。 **專家建議：給品牌決策者的 3 個行動清單** 為了順利接軌 2026 年的數位行銷變革，建議企業立刻啟動以下三步： 1. 預約 Tagtoo 專業數據健檢，確保訊號不漏接： 立即檢視企業內部的追蹤機制。交由 Tagtoo 技術團隊協助導入 Server-to-Server (S2S) 追蹤與 GA4 完整設定，確保在第三方 Cookie 徹底退場前，不再流失任何珍貴的轉換訊號。 2. 啟用 Tagtoo 萬家福 DXP，活化您的第一方會員數據： 別讓會員資料只躺在 CRM 裡。透過 Tagtoo DXP 將品牌第一方數據與萬家福全台門市線下購買訊號進行 ID Mapping 。利用 AI 驅動的 NAPL x DCIU 矩陣進行動態價值分群 ，結合站外 800 筆行為特徵 ，精準鎖定具備真實購買力的受眾並同步至廣告平台，實現「貨架級」的精準攔截 。 3. 導入 Tagtoo Dashboard，打破跨平台數據孤島： 捨棄耗時的手工報表。利用 Tagtoo Dashboard 自動匯整四大廣告平台與 GA4 數據，建立統一的多觸點歸因與視覺化評估模型，讓您的行銷與決策團隊隨時掌握「全漏斗投資報酬率」，加速業績增長。 👉 準備好迎接 2026 的成長飛輪了嗎？ 立即造訪 [Tagtoo 官方網站](https://www.tagtoo.com/contact-us)，與我們經驗豐富的顧問團隊聯繫，為您的品牌量身打造數據驅動的精準獲客策略。 ## Tagtoo X 萬家福 | 萬家福ＤＸＰ數據閉環 URL: https://www.tagtoo.com/blog/tagtoo-x-PROSPERiTY | Date: 2025-08-12 Summary: 許多萬家福的供應商在行銷上面臨四大關鍵困境： 缺乏數據、輪廓、像素及線上線下轉換資訊，導致行銷如同摸黑操作。行銷策略無法根據精準的受眾包或會員分群執行。無法驗證行銷策略是否真的帶來線上線下轉換成效。缺少專業團隊或自操作工具，導致執行效率低落。 ## 客戶痛點 **許多萬家福的供應商在行銷上面臨四大關鍵困境：** 1. **缺乏數據、輪廓、像素及線上線下轉換資訊，導致行銷如同摸黑操作。** 2. **行銷策略無法根據精準的受眾包或會員分群執行。** 3. **無法驗證行銷策略是否真的帶來線上線下轉換成效。** 4. **缺少專業團隊或自操作工具，導致執行效率低落。** ## **解決方案** **Tagtoo 與萬家福合作，從根本解決品牌痛點：** - **提供會員輪廓分析，每月更新：精準揭露會員消費特徵，協助針對目標受眾制定策略。** - **提供像素、目錄、線上線下受眾包每日更新：即時同步廣告投放所需素材與受眾資料。** - **轉換數據每日上報：整合線上線下轉換資訊，方便驗證行銷成效。** - **專業團隊 + 自操作工具：可委託代操或由品牌自行靈活操作，提升廣告成效與效率。** ** ** **在現今零售與數位廣告環境中，數據的整合、分析與運用已成為品牌提升行銷效率與轉換成效的關鍵。Tagtoo 與萬家福合作，建立了萬家福DXP（Data Exchange Platform） 與 [數據閉環](https://liveramp.com/blog/what-is-closed-loop-measurement/)生態，透過多元數據來源與精準數據串接服務，協助品牌從數據洞察到廣告投放，形成完整的閉環流程。以下將從架構、數據來源、服務模組與閉環運作四個面向進行說明。** ## **一、整體架構** **萬家福DXP 核心是一個整合多方數據的數據交換平台（Data Exchange Platform）， 將不同來源的數據進行 [ID Mapping](https://www.hypers.com/content/archives/4536) 與 [Identity Graphs](https://www.richpanel.com/blog/what-is-an-identity-graph)建立，用以識別與連結消費者的跨平台行為資料。** **這個平台連結了三大核心服務模組：** 1. Tagtoo [DXP + LTA](https://www.tagtoo.com/products/data-exchange-platform)（Label Target Audience）：**會員輪廓與分群分析，幫助品牌找到新的潛在客群。** 2. **Tagtoo [AdChief](https://www.tagtoo.com/products/adchief)**：**整合並自動化廣告投放設定，串接 Google 與 Meta 的 Product feed 與 Pixel。** 3. **Tagtoo [Dashboard](https://www.tagtoo.com/products/dashboard)**：**即時回饋廣告數據與轉換成效，提供自動化報表服務。** ## **二、多元數據來源** **DXP 能發揮效能的關鍵在於數據來源的多樣性與完整性，主要包含：** 1. **萬家福線上資料：****來自萬家福官方網站與電商平台的消費行為資料。** 2. **萬家福線下資料：****如會員卡消費記錄、實體門市交易數據。** 3. **母嬰數據：****針對家庭與母嬰族群的消費與行為資料。** 4. **旅遊數據：****消費者在旅遊相關領域的興趣與交易記錄。** 5. **電信數據：****來自電信運營商的用戶行為與位置資料。** 6. **短網址數據：****透過短網址服務收集的點擊與互動行為。** 7. **電商數據：****包含跨品牌官網的瀏覽與互動行為。** 8. **新聞數據：****從新聞媒體收集的閱讀與興趣標籤。** 9. **財金數據：****來自金融交易與信用資料的消費輪廓。** **這些資料透過 DXP 彙整後，會與萬家福的 [ADH](https://www.indaru.com/what-is-ads-data-hub-adh/)（Advertising Data Hub）[RMN](https://www.acxiom.com/retail-media-networks/#:~:text=A%20simple%20definition%20of%20a,example%20%E2%80%93%20available%20as%20advertising%20space.)（Retail Media Network） 進行整合，形成可用於廣告投放與成效分析的高價值數據資產。** ** ** ## **三、數據閉環的運作流程** **從第二張圖可以清楚看到數據閉環的四大步驟：** 1. **會員輪廓洞察服務（DXP）** - **整合品牌會員數據、萬家福站內數據與塔圖第二方數據，透過數據分析揭露品牌用戶分群差異，幫助行銷團隊精準識別不同受眾特徵。** - **萬家福站內數據涵蓋全產業資料，能夠提供跨品類的洞察。** - **第二方數據則提供全台灣的站外資料庫，進一步擴大受眾規模。** 3. **數據串接服務（CPAS）** - **協助品牌取得萬家福 Pixel 與商品目錄，串接廣告投放平台。** - **讓客戶可以在Google & Meta廣告平台投放廣告可以以成效為目標。** 5. **受眾包服務（LTA）** - **將分析後的受眾分群推送至廣告渠道（如 Meta、Google Ads），建立精準的類似受眾（Lookalike Audience）。** - **LTA 能夠擴大品牌觸及，並確保廣告投放對象與品牌目標受眾高度相關。** 7. **自動報表服務（Dashboard）** - **廣告數據與線上線下轉換數據的自動整合與呈現。** - **讓品牌即時掌握投放成效與投資報酬率（ROI），並能快速調整行銷策略。** ## **四、廣告渠道與應用** **完成數據整合與受眾分群後，這些資料會被推送至主要廣告平台與合作媒體，包括：** - **Meta（Facebook、Instagram）** - **Google Ads** - **Bridgewell 聯播網（包含萬家福廣告版位）** **透過這些渠道，品牌能將精準受眾與最佳化的商品廣告結合，提高轉換率與投資效益。** ## **五、價值與優勢** **萬家福 DXP 與數據閉環生態系的最大價值在於：** - **數據多樣性與精準性：****整合線上、線下及多領域數據，建立全面的消費者輪廓。** - **全自動化流程：****從數據收集、分析、受眾建立到廣告投放與報表生成，減少人力成本與錯誤率。** - **廣告成效最大化：****透過精準分群與 LTA 擴展，讓廣告預算用在最有價值的受眾身上。** - **持續優化：****閉環機制確保每次投放的數據會回饋到分析系統中，形成不斷優化的循環。** **這套系統不僅是一個數據平台，更是一個完整的行銷解決方案，能夠讓品牌在競爭激烈的市場中，透過數據驅動的決策，精準找到目標客群、最佳化廣告投放，並持續追蹤與優化成效，形成真正意義上的「數據驅動成長」。** **更多相關參考文章:** [資料交換平台(DXP)服務的崛起：解讀市場現況與未來發展](https://www.tagtoo.com/blog/dxp-1) **[數據交換平台怎麼幫助品牌行銷?](https://www.tagtoo.com/blog/-1)** **[數據驅動未來 | 各產業數據交換平台的應用與影響](https://www.tagtoo.com/blog/-2)** **[廣告自操效果差?交給塔圖數據交換平台!](https://www.tagtoo.com/blog/-3)** ## 【成功案例】電商品牌 X 塔圖受眾包 URL: https://www.tagtoo.com/blog/success-lta-pets | Date: 2025-04-08 Summary: 某知名電商品牌透過廣告投放來獲取新客，然而近期，他們在數位廣告上的投資卻面臨以下挑戰 #### **背景與挑戰** **某知名電商品牌透過廣告投放來獲取新客，然而近期，他們在數位廣告上的投資卻面臨以下挑戰：** 1. **廣告轉換率低——雖然投入大量廣告預算，但新客獲取效果不如預期。** 2. **廣告成本過高——隨著市場競爭加劇，Meta 受眾的轉換成本逐漸升高，影響整體廣告投資報酬率 (ROAS)。** 3. **流量成長停滯——再行銷受眾已接近飽和，品牌難以拓展新的消費族群。** **面對這些挑戰，該品牌希望找到更精準的受眾，以提高廣告效益，優化新客開發策略。** #### **解決方案** **在評估後該品牌選擇在廣告中加入塔圖受眾包使用，透過 AI 預測技術，鎖定未來 14 天內最有可能購買的潛在消費者。** **塔圖的數據工程團隊利用站內外行為分析，建構精準的受眾模型，協助品牌找到較具購買意圖的新客，以提升廣告投資效益。** **塔圖受眾包的優勢包括：** - **省時省預算：直接提供經過 AI 運算所預測出的精準受眾，避免廣告商投入大量資源測試新受眾。** - **提升廣告投放精準度：透過大數據分析，精準預測近期有購買意圖的用戶，確保廣告投放精準度。** - **每日更新受眾數據：確保品牌使用的受眾包符合市場變化，提高行銷準確性。** #### **執行成效** **在廣告導入塔圖受眾包後，該品牌的廣告成效獲得明顯改善。**** 透過測試1個月後，從後台廣告數據發現：** - **廣告轉換成本降低 62%——塔圖受眾的平均轉換成本為 245 元，相較 Meta 新客受眾的 652 元，效益更為顯著。** - **新客開發更有效——相比於依賴再行銷受眾，塔圖受眾在新客轉換上的表現更優，助力品牌穩定拓展客源。** - **投資報酬率提升——由於轉換成本下降，該品牌能夠在相同預算下獲取更多客戶，整體 ROAS 明顯增長。** #### **結論與未來展望** **該品牌透過導入塔圖受眾包，不僅成功突破流量成長瓶頸，更顯著降低了廣告投放成本，使新客獲取策略更加高效。** **這一成功案例顯示，使用科學策略投放廣告，能有效提升品牌競爭力，並確保行銷資源發揮最大效益。** ## 塔圖科技榮獲2024 Meta代理商合作夥伴大獎三項殊榮 URL: https://www.tagtoo.com/blog/2024-meta-awards | Date: 2025-02-18 Summary: Meta代理商合作夥伴大獎是一項由Meta設立，旨在表揚頂尖代理商的獎項。該獎項涵蓋多個類別，從數據應用、創意策略到全方位解決方案等，致力於鼓勵代理商創新並幫助品牌在數位廣告領域取得卓越成效。這些獎項反映了代理商如何結合數據、技術與創意，為品牌提供精準、高效的行銷策略。 今年，塔圖科技在2024年Meta代理商合作夥伴大獎 (Meta Agency First Awards) 中，榮獲三個重量級獎項：Meta最佳數據夥伴、Meta最佳創意夥伴以及Meta最佳解決方案夥伴！這些獎項不僅是對我們團隊專業能力的肯定，也是客戶對我們信任與支持的最佳印證。 **Meta代理商合作夥伴大獎是一項由Meta設立，旨在表揚頂尖代理商的獎項。該獎項涵蓋多個類別，從數據應用、創意策略到全方位解決方案等，致力於鼓勵代理商創新並幫助品牌在數位廣告領域取得卓越成效。這些獎項反映了代理商如何結合數據、技術與創意，為品牌提供精準、高效的行銷策略。** **今年，塔圖科技在2024年Meta代理商合作夥伴大獎 (Meta Agency First Awards) 中，榮獲三個重量級獎項：Meta最佳數據夥伴、Meta最佳創意夥伴以及Meta最佳解決方案夥伴！這些獎項不僅是對我們團隊專業能力的肯定，也是客戶對我們信任與支持的最佳印證。** ## **塔圖科技榮獲的三大獎項** ### **📊 Meta最佳數據夥伴 (Best Data Partner)** **數據是數位行銷的核心，而塔圖科技始終致力於將數據轉化為實際行動力。我們與 #放心初蔬果網 攜手合作，深入研究目標受眾的行為模式，並運用這些洞察來打造精準的廣告投放方案。這次的獲獎證明了我們在數據分析與應用上的卓越能力，也讓我們更加堅定了透過數據賦能品牌的信念。** ### **🎨 Meta最佳創意夥伴 (Best Creative Partner)** **創意是吸引目標受眾的關鍵，而廣告創意策略更是塔圖成功的基石。我們與 #綠藤生機 合作，不斷突破傳統行銷框架，推出了一系列令人印象深刻的廣告內容。不僅成功吸引了消費者的注意，更有效提升了品牌的市場影響力。此次榮獲此獎，正是對我們創意策略能力的肯定。** ### **✨ Meta最佳解決方案夥伴 (Best Solution Partner)** **塔圖科技的使命是為品牌提供最適合的行銷解決方案。透過與 #MARS 的深度合作，我們利用數據分析和精準受眾定位技術，幫助品牌實現最佳廣告成效。我們的整合式解決方案不僅提升了廣告的轉化率，也讓品牌在市場競爭中脫穎而出。** **** ## **我們的成功秘訣** **塔圖科技能夠在競爭激烈的數位行銷領域中脫穎而出，歸功於以下三大核心：** 1. **數據驅動決策：通過深入的數據分析與洞察，我們能為每個客戶量身打造專屬行銷策略，確保廣告投放更具精準性與效果。** 2. **創意無界：我們始終相信創意是行銷的靈魂，透過不斷挑戰傳統框架，我們為客戶創造出兼具吸引力與說服力的廣告內容。** 3. **全方位解決方案：我們整合多元技術與資源，為客戶提供從策略規劃到執行落地的全方位支持，確保行銷目標的實現。** ## **展望未來** **這次獲獎不僅是對我們過去努力的肯定，更是激勵我們未來繼續追求卓越的動力。我們感謝所有合作夥伴的支持，期待未來能與更多品牌攜手，共同開創數位行銷的新篇章。** **如果您也希望透過數據、創意與解決方案實現品牌的成長與突破，歡迎隨時與塔圖科技聯絡。我們期待與您合作，共同創造令人驚艷的成果！** **更多文章參考:** 1. **[廣告自操效果差?行銷工具很重要!](https://tagtoo.com/blog/-3)** 2. **[資料交換平台(DXP)服務的崛起：解讀市場現況與未來發展](https://tagtoo.com/blog/dxp-1)** 3. **[數據交換平台怎麼幫助品牌行銷?](https://tagtoo.com/blog/-1)** 4. **[數據驅動未來|數據交換平台的應用與影響](https://tagtoo.com/blog/-2)** 5. **[塔圖受眾包代理商方案成功案例:異軍互動](https://tagtoo.com/blog/lta-success4)** ## TikTok下架引爆新潮流：小紅書成為品牌搶攻歐美市場的關鍵平台 URL: https://www.tagtoo.com/blog/tik-tok | Date: 2025-02-06 Summary: 根據七麥數據的分析顯示，小紅書在歐美多國的下載量穩居該國第一。僅在昨天的即時數據中，就有93個國家的小紅書下載量穩居榜首，進一步證明小紅書已經成為全球範圍內的熱門社交平台。這一成就不僅展現了小紅書在國際市場的吸引力，也為品牌和用戶提供了更多機會進行跨文化的交流與合作。 [Tiktok在美國的業務正式在這個月19號(2025/1/19)下線](https://tw.news.yahoo.com/%E5%A4%A7%E9%99%90%E5%B0%87%E8%87%B3-tiktok%E9%80%9A%E7%9F%A5%E7%BE%8E%E5%9C%8B%E7%94%A8%E6%88%B6%E5%B0%87%E6%9A%AB%E5%81%9C%E6%9C%8D%E5%8B%99-%E6%9C%8D%E5%8B%99%E5%95%86%E7%94%B2%E9%AA%A8%E6%96%87%E9%97%9C%E9%96%89%E4%BC%BA%E6%9C%8D%E5%99%A8-031928873.html)，蘋果、Google應用程式商店也已將TikTok下架。雖然美國總統川普宣布將TikTok禁令的執行延遲75天，但許多美國用戶因對TikTok未來的不確定性，紛紛轉向小紅書，讓小紅書瞬間成為一個受到全球矚目的社交平台。也因為此事件，使得小紅書在海外的用戶數量呈現爆炸式增長，尤其是美國用戶的湧入，為這一平台帶來了全新的互動動力，這一現象也促成了中美用戶之間意想不到的交流與互動。 **根據七麥數據的分析顯示，小紅書在歐美多國的下載量穩居該國第一。僅在昨天的即時數據中，就有93個國家的小紅書下載量穩居榜首，進一步證明小紅書已經成為全球範圍內的熱門社交平台。這一成就不僅展現了小紅書在國際市場的吸引力，也為品牌和用戶提供了更多機會進行跨文化的交流與合作。** **值得注意的是，大多數中國用戶對這些新來者表現出極大的熱情，不僅歡迎他們，還透過分享各種觀看教程影片，幫助新用戶快速熟悉這款應用，從而加強了平台內的互動。許多海外用戶在加入小紅書的第一、二天內，粉絲量便直衝萬人甚至更多，展現了他們在平台上的受歡迎程度。中國用戶也樂意與海外用戶互動，常常在他們的筆記底下留言，進一步促進了全球用戶之間的交流與聯繫。小紅書的用戶們正以創造性的方式突破語言和文化的障礙，實現了富有趣味且包容性的共存。** > **海外用戶剛上線粉絲量直衝萬人** > **海外用戶底下的評論量超越千則** ## **為什麼小紅書是2025年值得投資的媒體渠道？** 1. **用戶質量高，內容多樣化：小紅書以用戶生成內容為核心，平台上的觀點和推薦非常真實且具有創造力，因此吸引了大量年輕消費者，也為品牌提供了充滿潛力的市場。近期，由於TikTok在美國下線，大量美國用戶湧入小紅書，進一步提升了平台的國際影響力和內容多樣性。** 2. **高社群互動：小紅書擁有高度活躍的社群，用戶常透過留言和分享進行深入交流。隨著美國用戶的加入，社群的互動性變得更加豐富多元，品牌可以利用這些社群功能，跨越語言和地域限制，進行更有效的市場推廣。** 3. **精準推薦：小紅書的內容推薦策略非常精準，能有效連結消費者與品牌。美國用戶的湧入，使得平台的數據更為豐富，品牌可以更準確地觸及更多海外的目標用戶，大大提升宣傳效果和投報率。** ## **抓住歐美市場機遇：品牌在小紅書上的行銷策略** **隨著歐美受眾的快速增長，品牌在小紅書上的行銷策略可以更加針對這一群體。以下是品牌可以考慮的幾個方向：** 1. **跨文化內容創作：品牌應該創作能夠跨越文化差異的內容，強調全球化的品牌形象，同時也要融入當地文化元素，吸引歐美用戶的關注和共鳴。** 2. **與歐美KOL合作：與歐美地區有影響力的KOL合作，能夠幫助品牌更有效地進入這些市場，利用他們的影響力提高品牌的曝光度和可信度。** 3. **文案加入更多語言支援：為了更好地服務多元文化背景的用戶，品牌可以考慮提供多語言版本的內容，確保信息能夠被廣泛接受和理解。** ## **[塔圖如何協助品牌成功轉戰小紅書？](https://tagtoo.com/blog/xiaohongshu)** **塔圖深知品牌在新的數位平台上站穩腳跟的挑戰，特別是在像小紅書這樣迅速成長的平台上。因此，塔圖提供全方位的支援，協助品牌在小紅書上取得成功。** 1. **精準的行銷方案設計：塔圖擁有豐富的行銷經驗和廣泛的KOL資源，能夠為品牌量身訂製行銷方案。根據品牌的定位和目標受眾的需求，選擇最適合的KOL合作模式，從而提升品牌在小紅書上的曝光和互動效果。** 2. **廣告投放優化：塔圖幫助品牌精確定位目標用戶，提供最佳的廣告投放版位規劃。塔圖的專業團隊會不斷優化廣告投放策略，確保品牌的內容能在最恰當的時間和場景觸及目標消費者，進而提升廣告效果和投報率。** 3. **內容策略與創意支持：內容的質量和創意是小紅書經營的成功關鍵。塔圖的專業團隊會協助品牌開發具有吸引力的內容，並針對小紅書的用戶偏好進行調整，確保品牌的內容既具吸引力又符合平台的風格。** 4. **品牌形象塑造：小紅書用戶注重真實性和共鳴感，塔圖引導品牌建立一個真實且令人信任的形象，利用小紅書的社群互動性來加強品牌忠誠度，並透過消費者的口碑效應擴大品牌影響力。** **小紅書作為2025年不可忽視的數位媒體平台，為品牌提供了一個充滿活力的營銷環境。在塔圖的專業支持下，品牌可以更好地把握這一機遇，成功在新興市場中占據一席之地，開創更多的商機與發展空間。** **📢查看更多小紅書產品服務:[小紅書廣告服務](https://tagtoo.com/products/xiaohongshu)** ## 塔圖受眾數據報告準確嗎?如何得知品牌客戶的站外行為? URL: https://www.tagtoo.com/blog/data_report | Date: 2025-02-05 Summary: 數據準確性是廣告投放成功的關鍵，也是品牌主最關心的問題之一。塔圖堅持幫助品牌在不侵犯用戶隱私的前提下，精準了解客戶的行為，不僅掌握站內數據，還能追蹤到用戶在網站外的活動軌跡。 今天我們用最簡單的方式，帶你了解塔圖的數據報告為什麼準確，以及這些數據是如何得來的。 數據準確性是廣告投放成功的關鍵，也是品牌主最關心的問題之一。塔圖堅持幫助品牌在不侵犯用戶隱私的前提下，精準了解客戶的行為，不僅掌握站內數據，還能追蹤到用戶在網站外的活動軌跡。 **今天我們用最簡單的方式，帶你了解塔圖的數據報告為什麼準確，以及這些數據是如何得來的。** ## **1\. 塔圖的數據資料怎麼來的？** **塔圖與多家不同領域的企業成為數據夥伴(Data Partner)，我們運用數據分析技術將合作夥伴網站上的使用者行為分類，以此來幫助更多的品牌企業行銷，** ## **2\. 塔圖如何處理受眾的數據資料？** **塔圖利用 [Identity Graph](https://www.richpanel.com/blog/what-is-an-identity-graph) 的技術，把用戶在不同地方和不同設備上的行為，像拼圖一樣拼接起來。 這些行為數據包括：** - **用戶在網站內的操作：例如瀏覽商品、點擊按鈕或完成購買。** - **用戶在網站外的活動：例如他在其他網站上看了哪些類似商品或廣告。** - **來自多種設備的行為：比如他用手機看了商品，後來又用電腦完成購買。** **最重要的是，這些數據的收集都經過數據夥伴同意，並且符合法律規定，所以品牌主不需要擔心侵犯用戶隱私的問題。** ## 3\. 我們如何追蹤受眾的站外行為？ **用戶很多時候可能在自身品牌網站上瀏覽商品，卻沒完成購買，品牌會想知道原因的話可以透過使用者的站外行為去了解他的需求。 塔圖利用[Unify ID](https://www.publift.com/blog/unified-id-2-0)的技術幫助品牌了解使用者的站外行為：** - **獲取用戶在網路上的行為軌跡：即使用戶在不同的網站瀏覽，我們也能將這些行為關聯起來。例如，當用戶先在你的網站看了鞋子，後來又在其他網站上搜索類似的商品，我們能把這些行為統一到「同一個人」身上。** - **身份識別：無論他是用手機、平板還是電腦，我們都能判斷這是同一個人，而不會把他錯認為是三個不同的用戶。** **這就像給用戶貼上一個「專屬標籤」，無論他去哪裡、用什麼設備，都可以追蹤到他與品牌相關的行為。** ## 4\. 為什麼塔圖的受眾數據報告準確？ **塔圖的數據準確性來自三個關鍵因素：** #### **（1）[實時數據處理](https://www.gigaspaces.com/data-terms/real-time-data-processing)** **當用戶進行操作時，我們的系統會立刻記錄下來並進行處理，讓數據能即時反映他的行為。例如，用戶剛點擊了你的廣告，我們馬上就能知道這個行為，並將他整合到用戶的資料中。** #### **（2）數據整合像拼圖** **塔圖會將用戶在不同網站、不同設備上的行為整合起來，組成一個完整的畫像。這樣，品牌不會只看到用戶「一部分的行為」，而是看到他「完整的購物旅程」。** #### **（3）合法又安全** **我們的系統完全符合隱私規定，所有數據的收集都經過用戶的授權，而且會加密保存，確保安全。不用擔心數據被濫用或洩露。** ## **5\. 這些數據對品牌有什麼用？** **透過這些準確的數據，品牌可以做到以下幾件事：** - **更精準的廣告投放：當你了解用戶的興趣和需求後，就可以推送真正吸引他的廣告，而不是重複推送用戶已經買過的東西。** - **提升用戶體驗：當系統了解用戶喜歡什麼，網站和廣告就可以更個性化，讓用戶覺得方便又貼心。** - **掌握用戶完整的購物旅程：從用戶第一次點擊你的廣告，到他最終完成購買，我們的數據可以幫助品牌清楚看到每個步驟，優化廣告策略。** ## **數據準確性成就更好的廣告與用戶體驗** **塔圖的數據報告不僅準確，還能幫助品牌掌握用戶的站內外行為，實現精準廣告投放，提升用戶體驗。** **我們的技術雖然看起來複雜，但背後的原則很簡單，簡單來說就是幫助品牌用合法、安全的方式，真正了解用戶，讓廣告投放更有效。** **歡迎填寫以下表單了解更多服務內容!** ** 更多文章內容: 1. [資料交換平台(DXP)服務的崛起：解讀市場現況與未來發展](https://tagtoo.com/blog/dxp-1) 2. [數據交換平台怎麼幫助品牌行銷?](https://tagtoo.com/blog/-1) ** ## The Rise of Data Exchange Platform (DXP) Services: Decoding Market Trends and Future Development URL: https://www.tagtoo.com/en/blog/the-rise-of-data-exchange-platform-dxp-services-decoding-market-trends-and-future-development | Date: 2025-01-02 Summary: As the global economy becomes increasingly data-driven, Data Exchange Platforms (DXPs) are emerging as a critical foundation for inter-enterprise data sharing and collaboration. According to an analysis by MRFR, the market size of DXP services reached approximately $6.07 billion in 2022 and is expected to expand rapidly with a compound annual growth rate (CAGR) of 17.91% from 2024 to 2032. Meanwhile, Retail Media Networks (RMNs) have quickly gained traction as a new favorite in the media landscape. How do these two intersect? Additionally, what role does the less-discussed Data Clean Room (DCR) play in this ecosystem? This article explores the current market landscape from a DXP perspective, providing a detailed analysis and comparison of DXP, RMN, and DCR. **The Rising Demand for Data Exchange Platforms: A Market Analysis of DXP vs RMN vs DCR** **As the global economy becomes increasingly data-driven, Data Exchange Platforms (DXPs) are emerging as a critical foundation for inter-enterprise data sharing and collaboration. According to an analysis by MRFR, the market size of DXP services reached approximately $6.07 billion in 2022 and is expected to expand rapidly with a compound annual growth rate (CAGR) of 17.91% from 2024 to 2032.** **Meanwhile, Retail Media Networks (RMNs) have quickly gained traction as a new favorite in the media landscape. How do these two intersect? Additionally, what role does the less-discussed Data Clean Room (DCR) play in this ecosystem? This article explores the current market landscape from a DXP perspective, providing a detailed analysis and comparison of DXP, RMN, and DCR.** --- ### **Data Sharing: The Core Value of the Digital Economy** **The core value of Data Exchange Platforms (DXPs) lies in facilitating data sharing and collaboration, addressing the issue of data silos between enterprises. These platforms enable secure and efficient data exchanges, enhancing decision-making capabilities and driving innovation.** **Interestingly, Retail Media Networks (RMNs) also revolve around data exchange. Consider a scenario where Brand A purchases ad placements on Amazon. Essentially, Brand A is exchanging its customer data to target a similar audience on Amazon’s platform, buying exposure to advertising slots optimized for those shared data insights.** **Data Clean Rooms (DCRs), on the other hand, are another intuitive form of data exchange platform. The key distinction lies in their operational focus. While DXPs emphasize ongoing and consistent data exchange, DCRs prioritize data privacy and ephemerality. After completing a specific data-sharing task, DCRs ensure no residual data remains, highlighting their emphasis on maintaining confidentiality.** --- ### **Market Drivers for Data Exchange Platforms** **Several factors contribute to the growing demand for DXPs:** 1. **Increasing Need for Data-Driven Decisions Enterprises across industries are recognizing the value of data, especially for improving operational efficiency, gaining customer insights, and staying competitive. DXPs allow organizations to access integrated insights from multiple sources, helping them analyze business and market trends comprehensively.** 2. **The Rise of Cloud Computing Cloud-based deployment models have become mainstream due to their flexibility and cost efficiency. DXPs leverage cloud technology to enable on-demand access to data resources while reducing reliance on local infrastructure.** 3. **Integration of AI and Machine Learning Advanced technologies enhance the accuracy and efficiency of data processing. DXPs incorporate AI-driven analytics to promote automated operations and innovative applications.** ### **The Shift in Privacy Policies and the Increasing Importance of Data Exchange Platforms in the Post-Cookie Era** **In 2024, Google announced a delay in phasing out third-party cookies, instead promoting its Privacy Sandbox initiative. This shift has had a profound impact on the digital advertising market.** **As the two major browser giants intensify their "privacy" battle, user awareness of privacy has significantly increased. The absence and fragmentation of cookies have become a reality. Regardless of your stance, it is essential to move beyond cookie-dependent thinking and seek innovative technological solutions to address the information gaps created by the lack of cookies, ushering in a new era of digital advertising transformation.** **In this emerging "low-cookie world," Data Exchange Platforms (DXPs) are seen as effective tools to bridge the information void left by the gradual disappearance of third-party cookies.** ### **Applications of Data Exchange Platforms in Advertising** - **Precise Targeting: By integrating data, DXPs enable the creation of detailed consumer profiles.** - **Personalized Marketing: They facilitate highly customized advertising, enhancing user engagement.** - **Ad Measurement and Attribution: DXPs help analyze ad performance and optimize marketing strategies.** **Consequently, increased data sharing and collaboration between enterprises have become prominent market trends for DXP services. These platforms facilitate secure and efficient data exchange, empowering businesses to gain valuable insights, improve decision-making, and drive innovation.** **The key market drivers include the growing demand for data-driven decision-making, the rise of the data economy, and the proliferation of diverse data sources and formats. Organizations are increasingly recognizing the value of data and the necessity of leveraging it to gain a competitive edge. DXPs play a critical role in unlocking data potential by enabling secure and controlled exchanges.** **The following sections will provide a detailed analysis and comparison of DXP vs. RMN vs. DCR as discussed in this article.** ### **Comparison of Data Exchange Platforms (DEPs), Data Clean Rooms (DCRs), and Retail Media Networks (RMNs)** Project Data Exchange Platform, DXP Data Clean Room, DCR Retail Media Network, RMN Definition A cross-organizational data sharing and analytics platform that supports data exchange, integration, and application, delivering insights and value to enterprises. A privacy-centric data matching and analytics environment that enables secure intersection extraction and anonymized data applications. An advertising platform built by retailers, integrating first-party data to empower advertisers with precision targeting, enhancing marketing effectiveness and sales conversions. Core Features \-Data Exchange and Integration \-Multi-Source Data Analytics \-Data Monetization \-Cross-Organizational Collaboration and Insights \-Data Matching and Intersection Extraction \-Data Anonymization and Encryption \-Data Privacy Protection and Analysis \-Ad Inventory Sales \-Retail Data-Based Ad Targeting \-Product Promotion and Conversion Rate Optimization Privacy Protection Privacy protection is achieved through encryption and access control, but data storage involves more complex privacy rights management. Fully privacy-centric, with anonymized data that only provides aggregated results, and original data is deleted after matching. Utilizes retailers' proprietary first-party data without requiring cross-organizational data exchange, offering relatively higher data privacy. Data Characteristics Large data volume with diverse sources, including cross-industry public and private data origins. Relatively limited data scope, emphasizing intersection matching with results presented in group formats. Highly relevant to the retail industry, focusing on customer shopping behavior and product sales performance. Application Scenarios \-Data collaboration across industries such as finance, healthcare, and retail \-Data analysis and insights \-Data empowerment and monetization \-Ad campaign performance analysis \-Multi-party data matching \-Marketing insights and applications \-Product advertising and promotion \-Precise consumer targeting \-Retailers' advertising business expansion Technical Features Supports data cleaning, integration, and standardization processes, providing a technical framework for data exchange and analysis. Utilizes encryption and anonymization technologies, focusing on privacy protection and data intersection analysis. Offers technical solutions based on retailers' proprietary data to enable efficient ad placement and sales conversion. Operating Model Platform operators provide the infrastructure, enabling data suppliers and consumers to exchange data within the platform. Technology providers build clean rooms where brands and partners collaboratively upload data for matching and analysis. Retailers take the lead, allowing advertisers to purchase ad inventory through the platform and leverage retailers' data resources for marketing. Advantages \-Supports large-scale data sharing \-Emphasizes the potential for data monetization \-Broadly applicable across industries \-High level of privacy protection \-Focuses on data compliance \-Suitable for advertising and marketing analysis \-Fully based on first-party data \-Precise target identification \-Directly boosts product sales Limitations \-Requires addressing privacy and compliance challenges \-High complexity in data integration \-Processes only data intersections \-Limited data scope, unable to directly utilize complete datasets \-Applicability restricted to the retail industry \-Relies on retailer data, unable to meet the needs of other industries Representative Companies \- Snowflake \- Nielsen Marketing Cloud \- Tagtoo \- Google (BigQuery Data Clean Room) \- LiveRamp \- TNL Mediagene \- Aotter \- Amazon Advertising \- Walmart Connect \- Target Roundel \- cacafly \- Bridgewell \- avivid \- presco \- 91APP ** Future Outlook: The Impact of Data Exchange Platforms Fostering Industry Collaboration: - Data exchange platforms will further enhance cross-industry cooperation, driving the sharing and application of data resources. - Collaboration among governments, enterprises, and research institutions will become more integrated, promoting innovation and efficiency. Driving Digital Transformation: - With the integration of data exchange platforms, artificial intelligence, and IoT technologies, businesses can achieve smarter operations. - Data-driven insights will become a critical factor in boosting competitiveness. Expanding Application Scenarios: - The application of data exchange platforms will continue to grow across industries, from finance and healthcare to agriculture. - In the future, these platforms may play a greater role in areas such as environmental protection and smart cities. Conclusion Data exchange platforms are not only a technological innovation but also a key driver of a data-driven future. From addressing privacy challenges to enhancing industry efficiency, this technology offers businesses a new engine for growth in various aspects. With the introduction of more advanced technologies and the expansion of market demands, the potential of data exchange platforms is worth anticipating, as they are set to play an even more significant role in the future digital economy. Tagtoo is committed to helping Taiwan's online industry build a sustainable and healthy data exchange ecosystem. We welcome interested companies to connect and share insights with us. ** ## 廣告自操效果差?行銷工具很重要! URL: https://www.tagtoo.com/blog/-3 | Date: 2025-01-02 Summary: 在數位行銷的競爭中，許多品牌雖然投入了大量廣告預算，但常常面臨成效不佳的挑戰，例如： 無法鎖定適合的受眾。廣告素材創意枯竭，影響效果。廣告管理困難，策略無法精準執行。這些問題讓行銷成效難以提升，但透過正確的行銷工具，品牌可以扭轉局勢。 塔圖推出的數據交換平台（DXP），就是一個專為品牌解決廣告問題所設計的行銷利器。 廣告自操效果差？必備行銷工具提升投放效果！ **在數位行銷的競爭中，許多品牌雖然投入了大量廣告預算，但常常面臨成效不佳的挑戰，例如：** - **無法鎖定適合的受眾。** - **廣告素材創意枯竭，影響效果。** - **廣告管理困難，策略無法精準執行。** **這些問題讓行銷成效難以提升，但透過正確的行銷工具，品牌可以扭轉局勢。** **塔圖推出的[數據交換平台（DXP）](https://tagtoo.com/blog/dxp-1)，就是一個專為品牌解決廣告問題所設計的行銷利器。** --- 第一方數據報告(品牌受眾報告)：精準了解品牌受眾 **了解自身品牌受眾是行銷成功的關鍵。** **塔圖DXP透過品牌官網的第一方數據分析，將用戶依據行為模式分為八大類別：** 1. **新加入使用者：剛進站的全新訪客。** 2. **活躍使用者：頻繁互動、參與度高的用戶。** 3. **潛在使用者：有可能轉換的對象。** 4. **流失使用者：過去活躍但近期未互動的用戶。** 5. **最高購買意圖使用者：最有可能購買的目標。** 6. **高購買意圖使用者：有明顯轉換可能的用戶。** 7. **低購買意圖使用者：購買可能性較低的對象。** 8. **無購買意圖使用者：需要重新啟發的潛在受眾。** **並針對八種不同類別的使用者做站內、站外行為的進一步分析，幫助品牌掌握不同受眾的需求與偏好，進一步優化行銷策略。此外，也有提供客製化受眾包，品牌可以自行決定想要客製化的受眾，請塔圖幫忙打包!** **此功能能幫助自操客戶什麼?** **這些報告讓品牌在操作廣告時能快速聚焦於最重要的目標族群，觀察自身品牌的受眾輪廓、掌握顧客的需求，從而針對他們的需求擬定出專屬的行銷策略，精準激發他們的購買意願。** **例如，若發現大部分受眾是25-35歲的女性且喜愛戶外運動，則品牌可以針對她們推出聯名商品或專屬優惠，像是滿額贈運動水壺、運動毛巾，激發品牌受眾的購買意願。** **定位目標受種為什麼重要?[解鎖您的受眾：利用 AI 制定有針對性的行銷策略 |作者PC Social |中等](https://pcsocial.medium.com/understanding-and-connecting-with-your-target-audience-is-incredibly-important-in-todays-digital-46c27aea6964)** ### **第二方數據報告(塔圖受眾報告)：全面拓展行銷潛力** **除了第一方數據，塔圖DXP還整合了來自合作企業的數據，製作了第二方數據受眾包，幫助品牌拓展新的潛在客群，同時更了解各產業類型的受眾輪廓。** **塔圖受眾包的特點包括：** - **超過750種受眾包：透過使用者行為與機器學習技術進行精準分類，** - **受眾分類明確:受眾分類成購買過某些產品的使用者、關注某些產業的使用者，以及區分使用者的購買力。** - **受眾的更新頻率:受眾內容每日都會更新，所以能確保數據的即時、可靠。** - **促使廣告投放更精準: 告別毫無章法嘗試受眾的窘境，有效瞄準潛在客戶。** **此功能能幫助自操客戶什麼?** **幫助品牌在廣告行銷上能輕鬆瞄準潛在客戶，也能藉由數據報告內使用者站內站外的行為，深入了解關注不同產業的受眾分別有哪些喜好，實現更精準的行銷。** **例如，運動品牌可分析喜歡健身的消費者行為，並針對這些受眾的站外行為設定廣告關鍵字；美妝品牌也能透過發現女性站外行為的偏好來選擇廣告投放的目標，提升廣告效果。** **\-** **以上兩種數據報告(第一方數據報告、第二方數據報告)，品牌都可以自行選擇不同的報告形式，快速洞察市場動態：** - **月份報告：按月追蹤受眾行為，分析趨勢變化。** - **受眾比較：比較不同受眾群體在相同時間的行為特徵。** - **時間比較：分析相同受眾在不同時間段的表現。** --- 受眾皆可應用在廣告上： **平台上所有的受眾都可以直接分享到Meta廣告後台使用，無論是第一方數據受眾(品牌官網受眾)或是第二方數據受眾(塔圖受眾)，只需一鍵分享就能立刻使用在廣告上。** **** --- 塔圖廣告素材庫：靈感不再枯竭 **行銷創意不足是許多品牌面臨的挑戰。** **塔圖素材庫與Meta的廣告素材庫相比，我們提供更精準、更深入的資料分類，幫助品牌輕鬆洞察競爭情報。** **塔圖DXP推出的廣告素材庫，將成為品牌解決創意瓶頸的利器。** **素材庫的特色包括：** - **29大產業分類：精準對應各行業需求，讓品牌能快速找到靈感。** - **素材深入分析：** - **基本資訊：掌握廣告的目標。** - **圖片素材分析：解構視覺元素，了解吸睛秘訣。** - **文案分析：從溝通主軸到語調風格，全方位解析文案。** **此功能能幫助自操客戶什麼?** **自操客戶可以快速找到品牌競品的素材來參考，不僅能節省構想素材的時間、激發出夠多素材靈感，還能讓素材創作更符合市場的喜好。** --- 結語 **廣告自操成效不佳的問題，不在於品牌投入不足，而是缺乏合適的行銷工具。** **塔圖數據交換平台（DXP）以其強大的第一方與第二方數據分析功能、精準的受眾分類及分享機制，幫助品牌突破困境，讓廣告效益最大化。** **立即預約深入了解塔圖DXP，讓您的行銷策略更精準、更高效，助您在數位行銷競爭中脫穎而出！** **更多文章參考:** **[數據交換平台怎麼幫助品牌行銷?](https://tagtoo.com/blog/-1)** **[數據驅動未來|數據交換平台的應用與影響](https://tagtoo.com/blog/-2)** ## 資料交換平台(DXP)服務的崛起：解讀市場現況與未來發展 URL: https://www.tagtoo.com/blog/dxp-1 | Date: 2024-12-09 Summary: 隨著全球數據驅動經濟的發展，資料交換平台（Data Exchange Platform）的需求逐漸成為企業間數據共享與協作的重要基礎。根據 MRFR 的分析，2022 年資料交換平台服務市場規模約為 60.7 億美元，並預計在 2024 至 2032 年期間將以每年約 17.91% 的複合增長率迅速擴展。 隨著全球數據驅動經濟的發展，資料交換平台（Data Exchange Platform）的需求逐漸成為企業間數據共享與協作的重要基礎。根據 MRFR 的分析，2022 年資料交換平台服務市場規模約為 60.7 億美元，[並預計在 2024 至 2032 年期間將以每年約 17.91% 的複合增長率](https://www.marketresearchfuture.com/reports/data-exchange-platform-services-market-23989)迅速擴展。 **同時間，[零售媒體網路](https://advertising.amazon.com/zh-tw/blog/retail-media-networks)（Retail Media Network ）也快速的竄起成為新的媒體寵兒，這兩者有什麼相對應的關係？** **另外還有較冷門的[數據清理室](https://publishergroup.tw/shi-mo-shi-data-clean-room-dcr/)（Data Clean Room ）又是聚焦什麼服務呢？** **本文將從資料交換平台的觀點出發，分析解讀目前市場的現況，以及對三者DXP vs RMN vs DCR作出詳細的分析和比較。** ## **數據共享目前已經是網路產業的核心價值** **資料交換平台(DXP)的核心價值在於促進數據共享與合作，解決了企業之間數據孤島的問題。通過這些平台，企業能安全、高效地交換數據，進而提升決策能力與創新效率。** **而零售媒體網路(RMN)本質上也是在做數據交換，試想在Amazon上面的A廠商買了一個版位，其實也就是A廠商用他的會員數據在Amazon的平台上交換(購買)另外一群跟他會員相似的會員廣告曝光版位。** **[數據清理室(DCR)很直覺的更是數據交換平台](https://tagtoo.com/blog/data-clean-room)，他跟DXP的差異就是DCR在資料交換任務完成後並不會留下資料，在資料交換的過程更著重在資料的隱蔽性。而資料交換平台(DXP)則著重在資料交換的常態性，所以它的資料交換並不會有一個任務終止的時間，而是持續穩定的協助多方資料交易。** ## **資料交換平台的市場驅動因素** 1. **數據驅動的決策需求增加：** - **各行業愈發重視數據的價值，尤其在運營效率、客戶洞察和市場競爭中。** - **透過數據交換平台，企業可從多方來源獲取整合性見解，全面分析業務和市場趨勢。** 3. **雲端運算的普及：** - **雲端部署模型以靈活性和低成本優勢，成為資料交換平台的主流模式。** - **企業可藉此按需存取數據資源，減少對本地基礎設施的依賴。** 5. **人工智慧與機器學習的導入：** - **先進技術的應用提高了數據處理的準確性和效率。** - **資料交換平台能根據分析結果進一步推動自動化運營與創新應用。** ## **隱私政策轉變與資料交換平台的角色在低Cookie時代更為重要** **[Google 2024 年宣布延遲淘汰第三方 Cookie，轉而推動隱私沙盒技術，這一轉變對數字廣告市場產生深遠影響。](https://www.tagtoo.com/blog/google-cookie-cookie)** **[隨著兩大瀏覽器巨頭「隱私」之戰打響](https://www.tagtoo.com/blog/google-cookieless)，用戶「隱私」意識不斷增強，Cookie的缺失和碎片化已成事實。此時，無論你抱著什麼樣的立場，都需要跳出Cookie思維，尋找創新的技術手段完善Cookie缺失而帶來的信息空白，迎接新的數位廣告變革。** **隨著 "[低 Cookie 世界](https://www.tagtoo.com/blog/google-cookie-cookie)" 的到來，資料交換平台被視為填補第三方 Cookie 逐漸消失後信息空白的有效工具。** ## **數據交換平台在廣告中的應用** 1. **精準定位：通過整合數據，創建詳細的消費者輪廓。** 2. **個性化行銷：提供高度定制的廣告，提高用戶參與度。** 3. **廣告測量與歸因：分析廣告效果，優化營銷策略。** **所以企業和組織之間增加資料共享和協作是資料交換平台服務的一個突出市場趨勢。這些平台促進安全高效的數據交換，使企業能夠獲得有價值的見解、改善決策並推動創新。主要市場驅動因素包括對數據驅動決策的需求不斷增長、數據經濟的興起以及數據來源和格式的激增。組織越來越認識到數據的價值以及利用數據獲得競爭優勢的必要性。資料交換平台透過實現安全和受控的交換，在釋放資料潛力方面發揮著至關重要的作用。** **以下就本文提到的DXP vs RMN vs DCR作出詳細的分析和比較。** ## **資料交換平台 (Data Exchange Platform)、數據清理室 (Data Clean Room) 與 零售媒體網絡 (Retail Media Network, RMN) 的比較** 項目 資料交換平台  (Data Exchange Platform, DXP） 數據清理室  (Data Clean Room, DCR) 零售媒體網絡  (Retail Media Network, RMN) 定義 一個跨組織的數據共享與分析平台，支持數據交易、整合與應用，為企業提供洞察與價值。 一個以隱私為中心的數據匹配與分析環境，支持安全的交集提取和非個人化數據應用。 零售商建立的廣告平台，整合第一方數據，支持廣告商投放精準廣告，提升行銷效果與銷售轉化。 核心功能 \- 數據交易與整合 \- 多數據源分析 \- 數據貨幣化 \- 跨組織協作與洞察 \- 數據匹配與交集提取 \- 數據匿名化與加密 \- 數據隱私保護與分析 \- 廣告位銷售 \- 基於零售數據的廣告定向 \- 商品推廣與轉化率提升 隱私保護 通過加密、權限控制實現一定程度的隱私保護，但資料儲存會有較複雜的隱私權控制。 完全以隱私為核心，數據匿名化，僅提供聚合結果，且匹配後刪除原始數據。 使用零售商自有的第一方數據，無需跨組織數據交換，數據隱私性相對較高。 數據特點 數據量大，來源多元，可包括跨行業的公共與私營數據來源。 數據範圍相對有限，強調交集匹配，結果以群組形式呈現。 數據與零售業高度相關，聚焦於客戶購物行為與產品銷售表現。 應用場景 \- 金融、醫療、零售等行業的數據協作 \- 數據分析與洞察 \- 數據賦能與變現 \- 廣告投放效果分析 \- 多方數據匹配 \- 行銷洞察與應用 \- 商品廣告推廣 \- 精準消費者定位 \- 零售商廣告業務拓展 技術特點 支援數據清理、整合與標準化處理，提供數據交易與分析的技術框架。 使用加密與匿名化技術，專注於隱私保護和數據交集分析。 基於零售商自有數據，支持高效廣告投放與銷售轉化的技術解決方案。 運營模式 平台運營商提供基礎設施，數據供應商與需求方在平台內進行數據交換。 技術提供商負責搭建清理室，品牌商與合作方共同上傳數據進行匹配與分析。 零售商主導，廣告商通過平台購買廣告位並利用零售商的數據資源進行行銷。 優勢 \- 支持大規模數據共享 \- 強調數據貨幣化潛力 \- 適用行業廣泛 \- 高度隱私保護 \- 強調數據合規性 \- 適合廣告與行銷分析 \- 完全基於第一方數據 \- 精準目標定位 \- 能直接提升商品銷售 限制 \- 需解決隱私與合規挑戰 \- 數據整合難度較高 \- 僅處理數據交集 \- 數據範圍有限，無法直接應用完整數據 \- 適用範圍局限於零售業 \- 依賴零售商數據，無法涵蓋其他行業的需求 代表企業 \- Snowflake \- Nielsen Marketing Cloud \- Tagtoo塔圖科技 \- Google (BigQuery Data Clean Room) \- LiveRamp \- TNL Mediagene關鍵媒體評論網 \- 電獺Aotter \- Amazon Advertising \- Walmart Connect \- Target Roundel \- 聖洋科技cacafly \- 宇匯科技Bridgewell \- 禾多移動avivid \- 統一數網presco \- 91APP ## **未來展望：資料交換平台的影響力** 1. **促進行業合作：** - **資料交換平台將進一步加強跨行業的合作，推動數據資源的共享與應用。** - **政府、企業和研究機構間的協作將更緊密，推動創新和效率提升。** 3. **推動數字轉型：** - **隨著數據交換平台與人工智慧、物聯網技術的融合，企業可實現智慧化運營。** - **基於數據洞察的決策，將成為提升競爭力的關鍵。** 5. **擴展應用場景：** - **從金融、醫療到農業，資料交換平台的應用領域將持續拓展。** - **未來或許能在環境保護、智能城市等領域發揮更大作用。** ## 結語 **資料交換平台不僅是技術上的革新，更是數據驅動未來的重要推手。從解決隱私挑戰到提升行業效率，這項技術在多方面為企業提供了全新的成長動力。隨著更多先進技術的引入及市場需求的擴展，資料交換平台的潛力值得被期待，也將在未來數字經濟中扮演更加重要的角色。** **[Tagtoo塔圖科技](https://www.tagtoo.com/)致力於協助台灣網路產業建構健康永續的資料交換生態系，歡迎任何有興趣的公司交流與指教。** ## A Data-Driven Future: Applications and Impacts of Data Exchange Platforms (DXP) URL: https://www.tagtoo.com/en/blog/a-data-driven-future-applications-and-impacts-of-data-exchange-platforms-dxp | Date: 2024-10-16 Summary: In today’s data-driven era, data exchange platforms are becoming crucial tools for enhancing competitiveness across industries. By promoting data sharing, strengthening cross-departmental collaboration, and driving innovation, these platforms bring greater efficiency and deeper industry insights to sectors such as finance, healthcare, and manufacturing. This maximizes the utilization of data resources and accelerates smart decision-making. **In today’s data-driven era, data exchange platforms are becoming crucial tools for enhancing competitiveness across industries. By promoting data sharing, strengthening cross-departmental collaboration, and driving innovation, these platforms bring greater efficiency and deeper industry insights to sectors such as finance, healthcare, and manufacturing. This maximizes the utilization of data resources and accelerates smart decision-making.** **Here are some examples of data exchange platforms across six major sectors:** **1.Healthcare** **Data exchange platforms enable secure sharing of patient information among healthcare providers, fostering collaboration between medical teams. Real-time data sharing helps institutions manage patient care comprehensively, improving diagnosis and treatment precision.** ** 2.Agriculture Agdatahub, designed for the European agricultural community, allows organizations and farmers to securely share agricultural data to adapt to market shifts. With data on weather patterns, crop conditions, and soil metrics, this platform helps farmers and agribusinesses make informed decisions while supporting international data collaborations to maintain global competitiveness. 3.Transportation and Logistics Hub One DataTrust, a data exchange platform created for airport systems, facilitates data sharing among airport managers, suppliers, airlines, and partners. This enables airports and stakeholders to track passenger flow, flight schedules, and baggage management in real-time, enhancing the passenger experience and optimizing logistics. 4.Retail Afteriize, a platform designed for the automotive retail sector, enables retail companies to distribute, trade, and commercialize data products. Through data sharing, participants gain deep insights into consumer behavior and can use this data to boost competitiveness. Retailers can adjust inventory, accurately target customer demands, and strategize marketing efforts based on platform analytics. 5.Public Sector Japan’s JDEX (Japan Data Exchange) supports secure and compliant data exchange between public and private institutions, fostering the growth of Japan’s data market. JDEX enables the real-time sharing of data across all public services, traffic flow, and more, enhancing service efficiency and creating new business models to strengthen Japan's digital economy. 6.Financial Services DataMotion offers a data exchange platform specifically for financial institutions, focusing on secure data exchange to boost operational efficiency. Through this platform, financial institutions can legally share transaction data and risk assessment information, enhancing collaboration and transparency. The platform’s data processing capabilities improve customer experience and strengthen security in client interactions. These industry applications demonstrate the multifaceted value of data exchange platforms in cross-organizational collaboration: promoting data flow to enhance operational efficiency, strengthening supply chain relationships, and driving data-based innovation. By supporting industry transformations and boosting competitiveness, data exchange platforms play a key role in today’s evolving business landscape. ** ## How Can Data Exchange Platforms (DXP) Benefit Brand Marketing? URL: https://www.tagtoo.com/en/blog/how-can-data-exchange-platforms-dxp-benefit-brand-marketing | Date: 2024-10-16 Summary: Data exchange platforms play a crucial role in helping brand marketing in today's digital age, addressing fierce market competition and evolving consumer demands. Here are four key ways data exchange platforms can assist brand marketing: **Data exchange platforms play a crucial role in helping brand marketing in today's digital age, addressing fierce market competition and evolving consumer demands. Here are four key ways data exchange platforms can assist brand marketing:** 1. **Enhanced Customer Targeting** - **Precise Audience Segmentation: By integrating data from various sources, brands can create detailed customer profiles, enabling precise targeting of specific audience segments with personalized marketing campaigns.** - **Personalized Advertising: Insights from data exchange platforms allow brands to create highly personalized marketing campaigns, enhancing customer engagement and loyalty.** 3. **Data-Driven Decision Making** - **Access to Real-Time Market Information: Platforms provide up-to-date data, enabling brands to make informed decisions swiftly in response to market changes. This agility is crucial for optimizing marketing strategies.** - **Comprehensive Market Understanding: Analysis of aggregated data helps brands gain deep insights into market dynamics and customer preferences, optimizing current marketing directions.** 5. **Creating New Revenue Opportunities** - **Business Innovation: Brands can monetize valuable datasets or insights derived from data exchanges, creating new revenue streams such as selling market intelligence or providing data analytics services.** - **Partnership Potential: Understanding consumer profiles allows brands to collaborate with other businesses based on shared customer preferences, potentially boosting revenue.** 7. **Improving Operational Efficiency** - **Streamlined Data Sharing: Platforms simplify data acquisition and integration, reducing time and resources spent on traditional data-sharing methods. This efficiency allows marketers to focus more on strategic marketing initiatives.** - **Cost Reduction: By minimizing costs associated with data sharing, brands can allocate resources more effectively to other marketing projects.** **Data exchange platforms empower brands by enhancing customer targeting capabilities, promoting data-driven decision-making, improving operational efficiency, fostering collaboration, and opening new revenue streams—all crucial elements for successful brand marketing in today's competitive landscape.** **🎉 Exciting News! 🎉 Tagtoo is also launching a Data Exchange Platform (DXP) soon to help brands better understand industry trends and audience profiles. Contact us to learn more!** ## 數據交換平台怎麼幫助品牌行銷? URL: https://www.tagtoo.com/blog/-1 | Date: 2024-10-09 Summary: 在當今數位化的時代，品牌面臨著激烈的市場競爭和不斷變化的消費者需求。數據交換平台的出現正是解決這些難題的關鍵工具。以下歸類出數據交換平台能為品牌行銷做出的四大幫助： 數據交換平台可以如何幫助品牌行銷? 在當今數位化的時代，品牌面臨著激烈的市場競爭和不斷變化的消費者需求。[數據交換平台的出現](https://tagtoo.com/blog/data-clean-room-data-exchange-platform-cookie)正是解決這些難題的關鍵工具。以下歸類出數據交換平台能為品牌行銷做出的四大幫助： 一. 增強客戶定位 - **精準定位受眾：通過整合來自不同來源的數據，品牌可以創建更詳細的客戶輪廓。這使得品牌能夠更精準地定位目標受眾，開展個性化的營銷活動，增強與特定受眾群體的共鳴。**    - **傳遞更個性化的廣告：利用數據交換平台上數據所得出的洞察，品牌能夠創建更具個性化的行銷活動，個性化廣告有助於提高客戶的參與度並增強其忠誠度。** **二. 數據驅動的決策** - **最新的市場資訊：平台上擁有最新的數據資料，使品牌能夠因應市場變化快速做出明智的決策，這種即時性在應對市場趨勢和消費者行為變化時非常重要，品牌可以快速優化行銷策略。**    - **全面的市場理解：透過分析來自各方的匯總數據，品牌可以深入了解市場動態和客戶偏好，有助於優化現有的行銷方向。** **三. 創造營收新機會** - **創造新業務機會：品牌可以通過商業化有價值的數據集，或是從數據交換中得出的洞察來創造新的收入來源。包括了銷售市場情報或為其他企業提供數據分析服務。** ** - 業務合作可能性:了解消費者的輪廓後，品牌可以根據自身客戶的其他站外偏好，而去與其他企業合作，共同創造營收上的突破! 四. 提高運營效率 - 簡化數據共享困難度：數據交換平台簡化了獲取和整合數據的過程，減少了傳統數據共享方法所需的時間和人力資源。這種效率使營銷人員能夠專注於行銷策略，加快行銷活動的進行速度。    - 降低成本：透過減少傳統數據共享所需要花費的成本，品牌可以更有效地將資源分配給其他的行銷項目。 數據交換平台通過提升客戶定位能力、促進數據驅動決策、提高運營效率、促進合作以及開闢新的收入機會，為品牌提供許多有價值的資訊，而這些都是當今競爭激烈的市場中，能促使品牌行銷成功的關鍵組成要素! 🎉好消息🎉 塔圖也即將推出數據交換平台(DXP)，幫助品牌更了解產業現況及受眾輪廓，歡迎與我們聯繫了解更多! ** **\-----> ** **更多數據交換平台的相關文章:** **[Google放棄啟用第三方Cookie計劃 ，行銷人面對“低Cookie世界”做好準備了嗎？ (tagtoo.com)](https://tagtoo.com/blog/google-cookie-cookie)** **[蘋果“瀏覽器隱私”廣告直指Google，Cookieless終將到來，跳出Cookie思維的精準行銷怎麼做？ (tagtoo.com)](https://tagtoo.com/blog/google-cookieless)** **[數據清理室（Data Clean Room），讓個性化廣告和用戶隱私共存 (tagtoo.com)](https://tagtoo.com/blog/data-clean-room)** **參考資料:** **[https://www.dawex.com/en/why-data-exchange/business-benefits/](https://www.dawex.com/en/why-data-exchange/business-benefits/)** **[https://www.dawex.com/en/leveraging-data-exchange/](https://www.dawex.com/en/leveraging-data-exchange/)** **[https://www.lotame.com/back-basics-data-exchange-work/](https://www.lotame.com/back-basics-data-exchange-work/)** ## 數據驅動未來|數據交換平台的應用與影響 URL: https://www.tagtoo.com/blog/-2 | Date: 2024-10-09 Summary: 在數據驅動的時代，數據交換平台正成為各行各業提升競爭力的重要工具。透過促進數據共享、增強跨部門協作並推動創新，這些平台為金融、醫療、製造等多個領域帶來了更高的效率和更深的產業洞察力，從而實現數據資源的最大化利用以及智慧決策的加速推動。 **在數據驅動的時代，[數據交換平台](https://tagtoo.com/blog/data-clean-room-data-exchange-platform-cookie)正成為各行各業提升競爭力的重要工具。透過促進數據共享、增強跨部門協作並推動創新，這些平台為金融、醫療、製造等多個領域帶來了更高的效率和更深的產業洞察力，從而實現數據資源的最大化利用以及智慧決策的加速推動。** **以下為大家介紹數據交換平台在六大領域的應用案例:** 1. **醫療保健 數據交換平台允許醫療機構安全地共享患者資料，促進醫療團隊之間的協同合作。數據即時共享可以幫助不同的醫療機構對患者進行整體管理，提升診斷和治療的精準性。** 2. **農業 [Agdatahub](https://agdatahub.eu/en/) 是專為歐洲農業社區設計的數據交換平台，讓農業組織和農戶可以安全地透過此平台共享農業數據，應對市場變化。該平台提供的數據包括天氣模式、農作物狀況、土壤數據等，這些數據幫助農民和農產企業提高決策的精準度，同時也支持跨國企業數據合作以達到全球市場競爭力。** 3. **交通與物流 [Hub One DataTrust](https://www.hubone-datatrust.fr/en/) 是針對機場系統而產生的數據交換平台，透過機場管理者、供應商、航班公司及相關合作夥伴之間的數據共享，加強了機場運營上的合作。該平台允許機場及其合作方即時追蹤旅客流量、飛行時間和行李管理情況，以便進行即時調整，提升旅客體驗並優化物流效率。** 4. **零售 [Afteriize](https://www.afteriize.com/) 是一個針對汽車零售行業的數據交換平台，該平台支持零售公司分發、交易和商業化數據產品。參與者能夠通過數據分享獲取消費者行為的深入分析，並利用這些數據來提升企業競爭力。例如，零售商可以根據平台的數據分析來調整庫存，精確定位客戶需求，並進一步規劃特定的行銷活動。** 5. **公共部門 日本的 [JDEX (Japan Data Exchange)](https://www.service.jdex.jp/about.html) 是支持公共和私人機構進行數據交換的平台，致力於提供安全且合規的數據共享，促進日本國內的數據市場發展。透過 JDEX，政府和企業可以即時分享公共服務、交通流量等資料，有效提升服務效率並創造新的業務模式，增強日本在數位經濟中的競爭力。** 6. **金融服務 [DataMotion](https://datamotion.com/financial-services-solutions/) 提供的數據交換平台專為金融機構設計，致力於安全的數據資料交換，提升營運效率。金融行業通過此平台在合法的情況下共享交易數據、風險評估信息等，進一步增強了金融機構之間的協作和透明度。數據交換平台的數據處理技術使得客戶體驗變得更加流暢，並增強了客戶操作過程的安全性。** **這些行業案例顯示了數據交換平台在跨組織協作中的多方面價值：促進數據流通以提升運營效率、加強產業鏈上下游的合作關係，並推動基於數據的創新。通過這些應用，數據交換平台在推動業界轉型升級和增強競爭力方面發揮了關鍵作用。** ****🎉好消息🎉塔圖也即將推出數據交換平台(DXP)，幫助品牌更了解產業現況及受眾輪廓，歡迎與我們聯繫了解更多!** ** 更多數據交換平台的相關文章: **[Google放棄啟用第三方Cookie計劃 ，行銷人面對“低Cookie世界”做好準備了嗎？ (tagtoo.com)](https://tagtoo.com/blog/google-cookie-cookie)** **[蘋果“瀏覽器隱私”廣告直指Google，Cookieless終將到來，跳出Cookie思維的精準行銷怎麼做？ (tagtoo.com)](https://tagtoo.com/blog/google-cookieless)** **[數據清理室（Data Clean Room），讓個性化廣告和用戶隱私共存 (tagtoo.com)](https://tagtoo.com/blog/data-clean-room)** ## 塔圖受眾包代理商方案成功案例:異軍互動 URL: https://www.tagtoo.com/blog/lta-success4 | Date: 2024-10-04 Summary: 異軍互動是一家專注於遊戲代理的公司，秉持推動遊戲健康化與數位內容多樣化。做為全球最大繁體中文網頁遊戲服務商，異軍每年引進大量受玩家喜愛的遊戲，旗下遊戲種類繁多；如何透過眾多遊戲的廣告數據，分析玩家行為偏好、洞察玩家的輪廓畫像；透過這些用戶細分，將成功經驗借鑑到新上線的遊戲中，縮短新遊戲的廣告學期，是異軍互動在廣告投放中很重要的一環。 ### **客戶背景** **異軍互動是一家專注於遊戲代理的公司，秉持推動遊戲健康化與數位內容多樣化。做為全球最大繁體中文網頁遊戲服務商，異軍每年引進大量受玩家喜愛的遊戲，旗下遊戲種類繁多；如何透過眾多遊戲的廣告數據，分析玩家行為偏好、洞察玩家的輪廓畫像；透過這些用戶細分，將成功經驗借鑑到新上線的遊戲中，縮短新遊戲的廣告學期，是異軍互動在廣告投放中很重要的一環。 ** ### **為何選擇塔圖受眾包的「代理商模式」？** **異軍代理的遊戲類型多元，已上線的遊戲類型如策略、歷史和修仙這類主題，由於同類型的遊戲眾多而出現競爭激烈，在Meta投放時難以找到合適受眾；而新上線的遊戲又會面臨初始受眾的篩選問題，沒有前期數據積累而出現的較長廣告學習期，及較高的廣告花費，對於需要搶佔市場的新遊戲而言，是一個迫切需要解決的問題；而且異軍代理的遊戲數量眾多，需要推廣的遊戲也會根據公司目標進行調整。** ** 塔圖受眾包「代理商」模式，不僅提供了專業的顧問提供諮詢及客製化受眾包服務，同時還可以更換受眾包服務所綁定的廣告帳號，為不同的遊戲提供服務。因此，當異軍互動了解塔圖受眾包的「代理商模式」和「顧問服務」之後，對於受眾包的數據來源、AI運算邏輯、預測標籤的算法、更新頻率也做了進一步了解和肯定，便開始嘗試使用塔圖受眾包，以期待突破廣告投放的瓶頸。 ** ### **異軍互動的使用狀況** **在合作初期，由於沒有前期廣告數據的累積，受眾包的選擇方式，主要是依據遊戲屬性做區隔，例如策略型遊戲會鎖定年齡層較高的用戶作為主要受眾、修仙類的遊戲則鎖定便年輕的族群、結合了動物元素的遊戲選擇「寵物偏好」做為嘗試⋯以單個遊戲的成效來看，都取得了不錯的成績。其中成效最好的某款遊戲，通過塔圖受眾包投放後的註冊人數是Meta人群的1.4倍，而成本下降了16%；對於廣告投放中出現的成效波動狀況，塔圖顧問除了積極與異軍互動團隊探尋原因之外，也主動提供多種客製化受眾包服務。例如將異軍互動網站的用戶通過NAPL和DCIU模型進行細分，並將表現優異的人群創建成為塔圖種子人群受眾包，搭配Meta的類似受眾功能，提升以海外客群註冊為目標的投放成效等。** **當塔圖和異軍互動合作了3個月之後，塔圖顧問基於前期累積的多款遊戲的數據反饋，跨遊戲間的受眾包成效狀況分析，透過不同遊戲與受眾包的媒合率尋找共同的受眾包特徵和關聯性，以此推測玩家在站外的興趣偏好及基礎的輪廓畫像；基於分析結果，我們的建議，將玩家的興趣偏好及輪廓畫像特徵，應用於新上線的遊戲受眾包選擇中，同時解決了新上線遊戲的廣告學習期的問題。** **塔圖受眾包所帶來的成效** **塔圖和異軍互動合作期間，受眾包不僅對單款遊戲的廣告成效有了明顯提升，同時透過塔圖顧問團隊的協助，對玩家輪廓畫像也有了基本了解，並且解決了新上線遊戲的受眾選擇問題。** **——————————————————產品優勢介紹————————————————** ### **塔圖受眾包的優勢及使用策略** 1. **專屬受眾包提升轉換率 我們建議品牌商在其網站上安裝塔圖追蹤碼，這樣我們能夠蒐集更多客戶行為數據，進而創建更為精準的專屬受眾包。異軍互動正是通過選擇我們為其打造的特定行為受眾包，再基於這些受眾進行類似受眾的廣告投放，最終達到卓越的成效。** 2. **每日更新的受眾包，精準鎖定目標 在異軍其中一款遊戲中，使用Meta受眾時轉換成本不斷攀升，我們推測是由於Meta受眾包的更新頻率低，導致用戶疲乏而產生。相比之下，塔圖的受眾包每日更新，確保數據的即時性才能有效鎖定目標受眾，為異軍的廣告投放帶來更好的效果。** 3. **受眾對比：塔圖 vs Meta 異軍在一次廣告投放中，同時使用塔圖與Meta的女性相關受眾包，結果顯示塔圖的女性受眾轉換成本比Meta低了32%。這清楚表明塔圖受眾包在精準度與成本效益上的優勢!** ### **代理商為什麼該使用塔圖受眾包？** 1. **塔圖受眾包透過AI演算法，讓你無痛精準鎖定目標受眾** **塔圖的數據工程師建構出一套精密的分類判斷規則，針對使用者的站內外行為貼上特定標籤進行機器學習，並進一步針對資料演算分析，產出超過750種受眾包供廣告主們使用，內容包含未來有可能拜訪某產業的使用者，或是對某類商品感興趣的使用者。** 2. **產品類型多元時，塔圖受眾包可以大量節省廣告測試時間、花費** **透過塔圖精準的數據分析與受眾洞察，廣告主無需進行繁瑣的受眾測試，便能快速找到最適合的潛在客群。這不僅縮短了市場反應時間，還能有效提升廣告的投放效率和資源運用，讓廣告活動更具針對性和效果。** 3. **塔圖專業顧問服務，為你深入解析廣告操作問題** **我們有專屬的顧問可以協助廣告主解決受眾包問題。塔圖顧問會在接收到問題後，迅速對品牌的整體廣告架構進行重新檢視，並提供新的廣告策略方向，完全不用擔心受眾包操作上遇到困難卻無法排解的狀況發生!** **通過與異軍互動的合作，足以證明塔圖受眾包能有效幫助品牌代理商解決廣告投放的受眾定位問題。我們期待未來能夠繼續協助異軍及其他代理商在網路廣告上獲得更佳的成效，為品牌發展注入新的可能性。** ## Google Abandons Third-Party Cookie Rollout: Are Marketers Ready for a 'Low-Cookie World'? URL: https://www.tagtoo.com/en/blog/google-abandons-third-party-cookie | Date: 2024-09-10 Summary: On July 22, Google announced that it would abandon its plan to phase out third-party cookies in Chrome, instead proposing an alternative approach. This new approach allows users to make informed choices about their web browsing and to adjust those choices at any time. This policy shift was revealed by Anthony Chavez, Vice President of Privacy Sandbox, in a blog post. He also emphasized that \"it is still important for developers to have privacy-preserving alternatives, so we will continue to provide and invest in the Privacy Sandbox API to further enhance privacy and usability.\" **On July 22, Google announced that it would abandon its plan to phase out third-party cookies in Chrome, instead proposing an alternative approach. This new approach allows users to make informed choices about their web browsing and to adjust those choices at any time. This policy shift was revealed by [Anthony Chavez, Vice President of Privacy Sandbox](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/), in a blog post. He also emphasized that "it is still important for developers to have privacy-preserving alternatives, so we will continue to provide and invest in the Privacy Sandbox API to further enhance privacy and usability."** **In response to this major shift by Google, many speculate that the reason lies in the fact that Google's solution, the "Privacy Sandbox," is not yet ready. Privacy Sandbox, introduced by Google four years ago as an alternative to cookies, uses APIs to group users based on their browsing behavior and interests, creating "cohorts." Advertisers can then target these cohorts rather than individual users, thus protecting their privacy. [Google previously shared test results for the Privacy Sandbox](https://support.google.com/admanager/answer/15189422?hl=en): when cookies were removed without Privacy Sandbox, advertisers saw a 34% reduction in revenue, but with Privacy Sandbox, advertisers experienced a 13% growth. Google had hoped that by enhancing Privacy Sandbox, it could minimize the impact of phasing out cookies from the market. A premature removal of cookies could harm Google’s core business, which derives nearly 80% of its revenue from advertising. Clearly, cookies are still needed in the short term to fulfill their original role.** **With Google shelving the cookie phase-out and the Privacy Sandbox not yet fully launched, will the ad tech industry return to the era of third-party cookies? The answer is, No.** ** We can reference Apple’s release of [Intelligent Tracking Prevention (ITP) 2.3](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/) on Safari in 2019, which allowed users to decide whether to accept cookies. According to a survey conducted in June 2021 by Statista in the U.S., [only 32% of users accepted cookies](https://www.statista.com/statistics/989896/users-consent-in-advertising-tracking/). Using this data, we can estimate that when trying to build a complete consumer profile across multiple websites for precise audience targeting, the tracking rate drops to 0.32 x 0.32… resulting in less than 10% of users, if not fewer. This creates significant data gaps, making it difficult to support most advertising applications. With the arrival of the “low-cookie world,” combined with the technical challenges and uncertainty of Privacy Sandbox, various ad tech and marketing industries have already started implementing solutions to reduce their reliance on cookies. Some brands have begun using Data Exchange Platforms to compensate for the loss of information caused by the reduction in cookies. This allows them to continue executing precise targeting, personalized marketing, and campaign measurement and attribution, previously enabled by third-party cookies. [Data Exchange Platforms](https://revelate.co/blog/what-is-a-data-exchange/) serve as centralized hubs, supporting a wide range of data sources and industries. They offer services such as data cleaning, enrichment, and analytics. Data consumers can discover and access curated datasets from various providers, and securely share data and insights across organizational boundaries using strong privacy and security frameworks. Currently, [there are many different Data Exchange Platforms available in the market](https://thectoclub.com/tools/best-data-exchange-platform/), each specializing in different functionalities. Companies can choose a platform based on their specific data needs. Here are some categories of Data Exchange Platforms: 1. Platform Providers: These are infrastructure providers set up specifically for data exchanges. They offer secure environments for data consumers, including servers, storage, networks, and other computing resources. They assist businesses that need to exchange data by ensuring data isolation and security controls while meeting the needs of different users and scenarios. They also offer a range of data management features, including data collection, cleansing, transformation, storage, querying, and visualization. Some features overlap with Data Clean Room technologies, but in practice, Data Exchange Platforms focus on large-scale data sharing across organizational boundaries, while Data Clean Rooms emphasize data privacy and security. 2. Data Exchange Platforms:  These are integrated platforms for various data exchange and sharing needs. Companies can share, access, and monetize data assets with other organizations while maintaining control over their data privacy and security. Examples include Nielsen Marketing Cloud, Dun & Bradstreet, and Experian. These platforms offer a wide range of data types, including demographic and psychographic information, consumer behavior and preferences, purchasing history, and credit data. They also provide value-added services like data enrichment and analysis, helping companies gain deeper insights and optimize their operations. Often, these companies also offer data trading services, where data vendors can sell their datasets to buyers, thus monetizing their data assets. Some service providers that offer Data Exchange Platforms provide both types of services. For example, [Snowflake](https://www.snowflake.com/en/) serves as both a platform provider and offers data exchange services. As the “low-cookie world” approaches, leveraging Data Exchange Platforms to enhance data accuracy will replace the broad data coverage of the cookie era, boosting marketing outcomes. ** ## Data Clean Room: Enabling the Coexistence of Personalized Advertising and User Privacy URL: https://www.tagtoo.com/en/blog/data-clean-room-enabling | Date: 2024-09-10 Summary: Third-party cookies have long been an essential tool for brands to collect and analyze user data, enabling them to track user behavior and preferences, allowing for more targeted marketing campaigns. Although Google announced on July 22, 2024, that it would no longer phase out third-party cookies, the new option allowing users to decide whether to be tracked by third-party cookies will still impact the volume of data collected. For reference, Apple's 2019 release of Intelligent Tracking Prevention (ITP) 2.3 in Safari, which lets users choose whether to accept cookies, led to data showing that only 32% of users in the U.S. accepted cookies, according to a June 2021 Statista survey. This trend has made it increasingly difficult to track user behavior across sites, leading to a decline in personalized marketing based on cookie data. As a result, integrating first-party data with second- and third-party data has become a key strategy to maintain data accuracy and marketing effectiveness. **Third-party cookies have long been an essential tool for brands to collect and analyze user data, enabling them to track user behavior and preferences, allowing for more targeted marketing campaigns. Although [Google announced on July 22, 2024, that it would no longer phase out third-party cookies](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/), the new option allowing users to decide whether to be tracked by third-party cookies will still impact the volume of data collected. For reference, Apple's 2019 release of Intelligent Tracking Prevention (ITP) 2.3 in Safari, which lets users choose whether to accept cookies, led to data showing that [only 32% of users in the U.S. accepted cookies](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/), according to a June 2021 Statista survey. This trend has made it increasingly difficult to track user behavior across sites, leading to a decline in personalized marketing based on cookie data. As a result, integrating first-party data with second- and third-party data has become a key strategy to maintain data accuracy and marketing effectiveness.** **In response to privacy regulations, businesses applying third-party data have begun utilizing [Data Clean Room (DCR)](https://publishergroup.tw/shi-mo-shi-data-clean-room-dcr/) technology to transform shared data into unified IDs in a trusted environment. This allows brands to enhance their understanding of target audiences by combining overlapping consumer and behavioral data and expanding their reach to similar audiences.** **Data Clean Rooms have emerged as a critical data exchange method in the advertising industry, offering brands and advertisers a secure environment to manage targeted ad campaigns while protecting user privacy. Unlike traditional data-sharing partnerships, where detailed user data is exchanged directly, Data Clean Rooms match and analyze aggregated datasets in a secure space without sharing sensitive, personally identifiable data (PII). Here's how DCRs work:** 1. **Data Ingestion: Advertisers and data providers input their data into the clean room.** 2. **Data Matching and Analysis: The DCR identifies similarities between data sets, such as email addresses, phone numbers, or mobile IDs, matches the data, and analyzes the grouped results. The data is then encrypted and access is restricted using privacy-enhancing technologies.** 3. **Marketing Applications: This data can be applied to targeted advertising, campaign measurement, and analysis.** ** Currently, there are three main types of Data Clean Room service providers: 1. Large Ad Tech Companies: These include Google, Amazon, and Facebook, which process data in a closed environment and provide anonymized, aggregated data to companies using their ad services. 2. Independent Ad Tech Companies (Platform Providers): These companies, such as Snowflake, LiveRamp, Aquiliz, and Decentriq, offer ready-made data spaces that can be used across various industries and digital ad platforms. InfoSum provides neutral platforms for these companies. 3. Companies with Large User Bases: Disney, Spotify, and TikTok are examples of companies leveraging their large user bases with their own data clean-up solutions. As digital advertising continues to evolve, the demand for Data Clean Rooms will likely grow among advertisers and large brands in the Taiwanese market, potentially providing a competitive data advantage. Brands that proactively plan their data strategies will be better equipped to navigate the challenges of the new cookie era and its impact on digital advertising. ** ## Will Data Clean Rooms (DCRs) and Data Exchange Platforms (DEPs) become the new alternatives to cookie policies? URL: https://www.tagtoo.com/en/blog/will-data-clean-rooms-dc-rs-and-data-exchange-platforms-de-ps-become-the-new-alternatives-to-cookie-policies | Date: 2024-09-10 Summary: On July 22, 2024, Google announced in a Privacy Sandbox blog post that after years of consideration, it has decided not to phase out third-party cookies. This announcement marks an official declaration after three delays since Google first announced plans to eliminate third-party cookies in 2020. Instead, Google plans to give users the option to choose whether to be tracked by third-party cookies in Chrome, allowing them to enhance their browsing experience and giving users the ability to adjust their tracking preferences at any time. Google will continue to invest in its Privacy Sandbox to address user privacy concerns. **On July 22, 2024, Google announced in a Privacy Sandbox blog post that after years of consideration, [it has decided not to phase out third-party cookies](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/). This announcement marks an official declaration after three delays since Google first announced plans to eliminate third-party cookies in 2020. Instead, Google plans to give users the option to choose whether to be tracked by third-party cookies in Chrome, allowing them to enhance their browsing experience and giving users the ability to adjust their tracking preferences at any time. Google will continue to invest in its Privacy Sandbox to address user privacy concerns.** **This news has provided some relief to many ad tech companies and brands, but does this mean that the use of third-party cookies will remain unaffected? To answer this, we can refer to Apple’s 2019 release of Intelligent Tracking Prevention (ITP) 2.3 in Safari, which allowed users to decide whether to accept cookies. According to a June 2021 survey in the U.S. by Statista, [only 32% of users agreed to accept cookies](https://www.statista.com/statistics/989896/users-consent-in-advertising-tracking/). Based on this data, when multiple websites are needed to create a complete consumer profile for precise audience targeting, the percentage of users that can be fully tracked drops to 0.32 x 0.32, which results in less than 10% or even lower. This creates significant data gaps, making it insufficient to support most advertising use cases. Some speculate that Google's approach of "requiring users to actively consent" may effectively lead to the gradual elimination of third-party cookies.** **Regardless of future developments, it is clear that the digital advertising landscape has undergone continual transformation in recent years. Many ad tech companies and brands are proactively seeking alternative technologies and strategies, using data collection and integration platforms such as Data Exchange Platforms and Data Clean Rooms. These platforms enable large-scale, secure data exchanges to fill the data gaps caused by the reduction in third-party cookies, allowing advertisers to continue delivering targeted ads, personalized marketing, campaign measurement, and attribution. Data Clean Rooms, in particular, provide a secure environment that ensures data privacy and transparency.** **[Data Exchange Platforms](https://revelate.co/blog/what-is-a-data-exchange/) are not a new concept, having been widely used across industries such as finance, healthcare, retail, and manufacturing. These platforms serve as centralized hubs that support multiple data sources and industries, offering services such as data cleaning, enrichment, and analysis. Data buyers can discover and access curated databases from various providers on these platforms, securely sharing data insights across organizational boundaries. [Different Data Exchange Platforms specialize in different functions](https://thectoclub.com/tools/best-data-exchange-platform/) allowing companies to select the one that best suits their data needs. The process for using these platforms varies depending on the specific platform’s setup.** ** [Data Clean Rooms](https://publishergroup.tw/shi-mo-shi-data-clean-room-dcr/) have risen in prominence amidst the growing demand for consumer privacy protections. They play a critical role in balancing effective marketing with privacy requirements. In a Data Clean Room, first-party data from multiple parties can be securely matched and aggregated in a privacy-focused environment. Unlike traditional methods that involve sharing sensitive information, Data Clean Rooms prioritize consumer privacy while providing advertisers with non-personally identifiable information (non-PII) for audience targeting, activation, measurement, and analysis. This reduces the risk of data breaches. Because Data Clean Rooms involve the matching of first-party data, security is a top priority. Both parties encrypt and upload their data to the Clean Room, where it identifies matching items (such as emails or mobile IDs) and removes sensitive information before using the results for targeted advertising, campaign performance measurement, and analysis. From the examples above, it is clear that both platforms allow organizations to exchange data and complete data analysis, insights, and applications. However, they differ in focus. Data Exchange Platforms emphasize large-scale data sharing across organizational boundaries, allowing companies to act as data buyers and select from a range of data lists for ongoing exchanges. These lists are typically long-standing and continuously available. Additionally, Data Clean Rooms emphasize privacy protection and data security. When a company requests a data exchange and uploads its data to a Clean Room, additional security measures are provided to ensure sensitive data remains protected. After the matching results are obtained, the data is not stored in the Clean Room. Some large Data Exchange Platforms also offer Data Clean Room services. For example, Google Analytics Hub, a Data Exchange Platform, also provides BigQuery’s Clean Room services. Companies can choose to use either platform based on their needs or run both simultaneously. ** ## Apple's \"browser privacy\" ad directly targets Google. With the inevitable arrival of a cookieless future, how can precision marketing be achieved beyond cookie-based thinking? URL: https://www.tagtoo.com/en/blog/apple-s-browser-privacy | Date: 2024-09-10 Summary: Apple recently released a new ad focusing on browser privacy, specifically targeting non-Safari browsers (such as Chrome) for their lower privacy levels. The ad boldly states, \"Your browsing is being monitored,\" and claims Safari is \"the most private browser you can find.\" This not only represents a declaration of privacy innovation for the entire browser market but also challenges Google directly. **Apple recently released a new ad focusing on browser privacy, specifically targeting non-Safari browsers (such as Chrome) for their lower privacy levels. The ad boldly states, "Your browsing is being monitored," and claims Safari is "the most private browser you can find." This not only represents a declaration of privacy innovation for the entire browser market but also challenges Google directly.** **Back in 2018, the European Union enacted the landmark General Data Protection Regulation (GDPR), raising standards for data privacy. In September 2019, Safari led the way by launching [Intelligent Tracking Prevention (ITP) 2.3](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/), giving users the choice to accept cookies and thus putting "privacy" back into the hands of users. In contrast, Google faced a class-action lawsuit in the U.S. in 2020, accusing Chrome of tracking users’ web activity even in "incognito" mode, infringing on consumer privacy.** **While these events are not necessarily connected, StatCounter's data shows that since 2020, Safari's market share has been on the rise, while Chrome's usage has declined. Although Chrome remains the leader in market share, this declining trend prompts a re-evaluation of the meaning of digital privacy.**  **With the "privacy" battle between the two major browser giants intensifying, user awareness of privacy continues to grow, and the absence and fragmentation of cookies has become a reality. Regardless of your stance, it's essential to move beyond cookie-based thinking and explore innovative technological solutions to fill the information gaps left by the loss of cookies, while embracing the new era of digital advertising.** ** The question here is: If the purpose of cookies is to obtain users behavioral labels, why not skip cookies and obtain these labels directly? Some pioneering advertising technology companies have started using [Data Exchange Platforms (DEPs)](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/) to assist brands in data exchange. By filling in data gaps with third-party data, DEPs can help maintain the accuracy of targeted advertising, personalized marketing, and the measurement and attribution of ad campaigns that cookies once provided. Data Exchange Platforms act as centralized hubs, supporting multiple data sources and industries, and offering data cleansing, enrichment, analysis, and insights. [Various DEPs on the market excel in different functionalities](https://thectoclub.com/tools/best-data-exchange-platform/). Brands can integrate existing CRM customer data, unify behavioral and profile information, and segment users into matrices for precise remarketing. Alternatively, they can unify customer, visitor, and ad data into a seamless whole, providing a comprehensive layout of brands' consumer data capabilities. ** ## 蘋果“瀏覽器隱私”廣告直指Google，Cookieless終將到來，跳出Cookie思維的精準行銷怎麼做？ URL: https://www.tagtoo.com/blog/google-cookieless | Date: 2024-08-21 Summary: 蘋果近期釋出了一則關於瀏覽器隱私的新廣告，這則廣告直指非 Safari 的瀏覽器（例如 Chrome）隱私性太低，並直接寫著「你的瀏覽正被監視」。並聲稱Safari是「真正最有隱私的瀏覽器」，這不僅是對整個瀏覽器市場「隱私」革新宣示，也是對Google發出挑戰。 **蘋果近期釋出了一則[關於瀏覽器隱私的新廣告](https://www.youtube.com/watch?v=0HjDpPnxcP0)，這則廣告直指非 Safari 的瀏覽器（例如 Chrome）隱私性太低，並直接寫著「你的瀏覽正被監視」。並聲稱Safari是「真正最有隱私的瀏覽器」，這不僅是對整個瀏覽器市場「隱私」革新宣示，也是對[Google](https://www.technice.com.tw/?s=Google)發出挑戰。** ** 早在2018年，歐盟就通過具里程碑意義的[《一般資料保護法規》（GDPR）](https://gdpr-info.eu/)，提高了對資料隱私的要求。Safari於2019年9月率先發布 [Intelligent Tracking Prevention (簡稱ITP) 2.3](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/)，宣布由用戶決定是否接受Cookie，以此將「隱私」交回到用戶自己手上；而Google 2020年在美國遭消費者提起集體訴訟，指控該公司的Chrome瀏覽器在「無痕」模式下，仍追蹤用戶的網路使用狀況，侵犯消費者隱私。** **這兩件事情並非必然連繫，但[Statcounter數據顯示](https://gs.statcounter.com/browser-market-share/all/taiwan/#yearly-2018-2024)，自2020年開始Safari市占率呈現上升趨勢，而對應的是Chrome的使用率下滑。雖然從目前市占率來看Chrome依然第一名且遙遙領先Safari，但連續下滑的趨勢會令人重新思考數位隱私的意義。** **台灣瀏覽器市場佔有率** **** ** 隨著兩大瀏覽器巨頭「隱私」之戰打響，用戶「隱私」意識不斷增強，Cookie的缺失和碎片化已成事實。此時，無論你抱著什麼樣的立場，都需要跳出Cookie思維，尋找創新的技術手段完善Cookie缺失而帶來的信息空白，迎接新的數位廣告變革。 在這裡，我們不妨思考一個問題：我們要Cookie的目的是取得瀏覽者的使用行為標籤，那麼我們為何不跳過Cookie而直接取得這些標籤呢？目前已經有些先行的廣告技術公司開始使用[數據交換平台（Data Exchange Platform）](https://revelate.co/blog/what-is-a-data-exchange/)協助品牌方進行數據交換，藉由第三方數據的填充，完善由Cookie減少而帶來的信息，以持續第三方Cookie所帶來的投放精準廣告、個人化行銷、廣告活動測量與歸因。 數據交換平台（Data Exchange Platform）做為一個集中式平台，支持多種數據源及多種產業的數據接入，並提供數據清理、數據豐富和數據分析和數據洞察。目前市場上有各種各樣的數據交換平台，[每個數據交換平台擅長的功能不同](https://thectoclub.com/tools/best-data-exchange-platform/)。品牌方可以結合既有的CRM客戶資料，把行為與輪廓做資訊統合，以會員矩陣進行用戶分群後，進行精準再行銷！或者把顧客數據、訪客數據、廣告數據做到三方面統一，數據無斷點，真正完整佈局品牌的消費數據力。 ** ## 【成功案例】異軍互動娛樂 X 塔圖受眾包 URL: https://www.tagtoo.com/blog/lta-success3 | Date: 2024-08-20 Summary: 異軍互動期待能透過網路廣告帶來更多的遊戲註冊人數，因此決定使用塔圖的受眾包，為廣告活動注入更精準的受眾目標，並希望藉由受眾包的力量，讓品牌能用科學的方式快速找到潛在客戶、大幅提升新客註冊數量，同時也能降低轉換成本! **客戶介紹** **[異軍互動娛樂](https://www.xforce-games.com.tw/game.php)成立近十年來，致力推動遊戲健康化與數位內容多樣化，免費提供數百款來自世界各國的優質遊戲，打造深受玩家推薦的網頁遊戲平台，提供玩家們精彩的遊戲體驗；更針對不同類型的玩家，給予他們喜歡的遊戲。不管使用者所屬的年齡層是什麼、喜愛的遊戲類型是什麼，在異軍旗下的平台上，都可以找到每個人各自喜歡的遊戲!** **挑戰與目標** **異軍互動期待能透過網路廣告帶來更多的遊戲註冊人數，因此決定使用[塔圖的受眾包](https://tagtoo.com/products/label-target-project)，為廣告活動注入更精準的受眾目標，並希望藉由受眾包的力量，讓品牌能用科學的方式快速找到潛在客戶、大幅提升新客註冊數量，同時也能降低轉換成本!** **廣告優化策略**  **在廣告目標的設定上，我們將以使用者的註冊數量、轉換成本做為主要的成效衡量指標。** **異軍互動打算宣傳的產品是關於貓咪元素的遊戲種類，並且品牌有觀察到他們的遊戲受眾都特別熱衷於財金相關議題，且年齡層普遍偏低；因此在受眾的選擇上除了原有的FB興趣受眾外，還打算搭配使用以下4種方向類型的塔圖受眾們，為遊戲有效提升註冊人數。** **✅寵物相關受眾:** **寵物相關產業的拜訪者、有極高機率購買寵物用品的使用者、近期有針對寵物用品比價過的使用者等** **✅金融投資相關受眾：** **近期關注全球金融相關文章的使用者、近期關注理財/投資/儲蓄文章相關文章的使用者** **✅購買力受眾:** **網購購買力客單價500元以上的受眾** **✅年輕購買相關受眾:** **有極高機率會購買飛鏢、露營產品、滑板、玩具等的使用者** **使用塔圖受眾包，達成行銷佳績!**  **我們統計出7月一整個月份的廣告表現，發現塔圖受眾的成效優於FB受眾。所帶來的新客註冊數量遠高於FB受眾，且轉換成本低於FB受眾!** - **塔圖受眾包的轉換數比起FB受眾高出1.4倍。** - **塔圖受眾包的轉換成本(CPA)比起FB受眾低16.39%。** - **若都以寵物受眾來做比較的話，塔圖寵物受眾的CPA比FB寵物受眾的CPA低了20.68%。** - **在所有受眾中，塔圖的購買力受眾表現最佳，不僅所獲得的轉換數最高且CPA最低。轉換數為1277，CPA為61.45。** **\>>從結果來看，使用塔圖受眾包不僅轉換數較高，廣告轉換成本也比起FB受眾來的低。這意味著，我們的受眾包能夠更有效地觸及目標市場，並促使更多潛在客戶完成購買或其他轉換行為。因此，對於品牌來說，選擇塔圖受眾包將有助於優化廣告效果，提升整體營銷效益。** **➡想了解塔圖資料受眾包？即刻填寫表單➡️[聯絡我們 (tagtoo.com)](https://tagtoo.com/contact-us)** **➡更多成功案例: [50% FIFTY PERCENT X塔圖受眾包](https://tagtoo.com/blog/50-fifty-percent-x)** ## 【成功案例】放心初蔬果網X塔圖受眾包 URL: https://www.tagtoo.com/blog/lta-success-funthingtrue | Date: 2024-08-16 Summary: 過去放心初的廣告成效一直都維持穩定成長的狀態，但塔圖仍然期待能透過廣告為客戶帶來更多的新客，而不僅是重複再行銷舊有客戶；因此我們向客戶推薦塔圖的LTA受眾包，期待能透過此受眾包幫助品牌大幅提升新客數量及新客購買力! **客戶介紹** **[放心初蔬果網](https://funthingtrue.com.tw/?utm_source=google&utm_source=google&utm_medium=post&utm_medium=ads&utm_campaign=231211_%E5%A1%94%E5%9C%96_%E5%B8%B8%E6%85%8B&gad_source=1&gclid=Cj0KCQjwzva1BhD3ARIsADQuPnWebVuz3Yh4jtOw0njDXZZwG0x4rKT-d0D66ph8TGhNhM90AfzKyPMaArNeEALw_wcB)是全台數一數二知名的生鮮蔬果網絡平台，勇於挑戰全台生鮮蔬果電商。期待能用物美價廉的理念，提供消費者更放心的生鮮蔬果購物體驗，並自信成為消費者生活「食」在的第一選擇，也能是伴大家日常採買食材的好夥伴!** ### **挑戰與目標** **塔圖與放心初蔬果網有著密切的廣告合作關係，我們希望透過數位廣告將客戶的商品曝光給正確的消費者們，為品牌帶來新客以及提升商品轉換率。** **過去放心初的廣告成效一直都維持穩定成長的狀態，但塔圖仍然期待能透過廣告為客戶帶來更多的新客，而不僅是重複再行銷舊有客戶；因此我們向客戶推薦塔圖的[LTA受眾包](https://tagtoo.com/products/label-target-project)，期待能透過此受眾包幫助品牌大幅提升新客數量及新客購買力!** ### **廣告優化策略**  **為了達成廣告目標幫助品牌增加新客，塔圖決定以投資報酬率(ROAS)為主要廣告目標，並將使用5種不同類型的LTA受眾包，為品牌更精準的找尋潛在客戶。** **我們的廣告策略是打算使用2種關注產業、購買產品受眾，並且搭配3種為品牌量身打造的客製化受眾包。期望能從原本就有關注跟品牌相關產業的消費者，以及與品牌活躍用戶有相似行為的受眾中，找到更多對品牌產品感興趣的潛在客戶。** **✅****2種關注產業、購買產品受眾分別為:** **(1) 關注產業標籤：美妝保養＋財經媒體** **(2) 購買產品標籤：購買意圖-食物／比價-食材廚房雜貨** **✅3種品牌客製化受眾分別為：** **(1) 近三個月第一次到品牌官網購物的受眾\_類似受眾5%** **(2) 近期頻繁在品牌官網互動的受眾\_類似受眾5%** **(3) 過去在品牌官網互動行為多，但近期頻率不高的受眾\_類似受眾5%。** ### **使用塔圖受眾包，達成行銷佳績!**  **廣告開跑後，我們統計出6月一整個月份的廣告表現，發現塔圖LTA的成效明顯優於FB受眾，換句話說，塔圖LTA受眾包找尋精準新客的能力遠高於FB受眾!** - **塔圖受眾包投資報酬率(ROAS)比起FB受眾高出2.2倍。以整體平均來計算，FB受眾 ROAS 為 8.8，LTA 受眾 ROAS 高達 19.38。** - **塔圖受眾包的轉換率(CVR)比起FB受眾高出1.8倍。以整體平均來計算，FB受眾 CVR為 13.23%，LTA 受眾CVR 為24.98%。** - **塔圖受眾包的轉換成本(CPA)比起FB受眾低50%。以整體平均來計算，FB受眾 CPA 為 206，LTA 受眾 CPA 為 104。** **➡從結果來看，使用塔圖受眾包不僅投報率(ROAS)、轉換率(CVR)較高，廣告轉換成本(CPA)也比FB受眾來的低。這也證明了塔圖運用邏輯概念及科學技術所建立的LTA受眾包是有效的，可以為品牌用最少的廣告成本獲得最大的商業利益，並有效提升品牌知名度。** **➡想了解塔圖資料受眾包？即刻填寫表單➡️[聯絡我們 (tagtoo.com)](https://tagtoo.com/contact-us)** ## 【成功案例】內衣品牌 X 塔圖受眾包 URL: https://www.tagtoo.com/blog/lta-success2 | Date: 2024-08-16 Summary: 對於從未使用過我們受眾包的廣告主來說，一定有很多疑問想問，像是用了之後成效不好怎麼辦，或是不知道到底該怎麼選受眾才對，以下案例帶你更加了解塔圖受眾包！ 不會用受眾包怎麼辦？ 我們有專屬的顧問可以協助廣告主解決受眾包問題。 **對於從未使用過我們受眾包的廣告主來說，一定有很多疑問想問，像是用了之後成效不好怎麼辦，或是不知道到底該怎麼選受眾才對，以下案例帶你更加了解塔圖受眾包！** ### **不會用受眾包怎麼辦？** **我們有專屬的顧問可以協助廣告主解決受眾包問題。** ### **加入顧問服務對成效會有幫助嗎？** **以下我們將以知名內衣品牌七月份使用受眾包的成效案例來說明，並針對七月份上半月（還未加入顧問服務）及七月份下半月（加入顧問服務後）的成效做分析比較，來證明顧問服務的有效性。** ### **內衣品牌面臨的挑戰與困境** **品牌遇到的主要問題是在使用塔圖受眾包進行廣告投放時，卻發現受眾包無法確實有效地觸及目標受眾，導致廣告活動無法獲得足夠的轉換。由於廣告投放的效果不佳，進階造成轉換成本且點擊成本持續上升，使得廣告效果大打折扣，無法達成預期中的營銷目標。** ### **廣告優化策略**  **塔圖顧問在接收到問題後，迅速對品牌的整體廣告架構進行了重新檢視，並提供新的策略方向。經過詳細分析後，我們發現品牌將Meta和LTA的極度相似受眾放在了同一個廣告活動下，這樣的策略可能導致受眾之間的互斥，從而使廣告無法有效地觸達目標受眾，最終導致成效不佳。因此顧問建議品牌重新規劃受眾分配，並且提供了以下的受眾建議。** - **廣告預算分配:將預算從放在廣告活動改成放在廣告群組，因為預算放活動的話容易被Meta內建興趣吃掉** - **擴大受眾範圍:將內衣受眾擴大成服飾相關受眾** - **增加其他塔圖受眾:綜合電商產業高頻轉換者、購物狂熱者、電商＆線上購物類受眾**  ### **使用塔圖受眾包，突破以往廣告成效** **當品牌調整廣告架構後，七月下半月的成效明顯好轉，且成效也提升許多:** - **7月下半月整體轉換成本(CPA)比起7月上半月低了50%** - **7月下半月整體點擊成本(CPC)比起7月上半月低了16%** - **7月整月份塔圖受眾的轉換成本(CPA)比起FB受眾低了24%** - **7月整月份塔圖受眾的點擊成本(CPC)比起FB受眾低了17%** **👉結果顯示，塔圖受眾的較低轉換成本（CPA）和點擊成本（CPC），反映了我們在受眾精準度和廣告投放有效性方面優於FB受眾；且7月下半月的成本比起上半月顯著降低，表明塔圖顧問所提出的廣告優化策略確實有效。也非常感謝品牌相信我們的判斷，願意嘗試調整策略方向，才能有最終的佳績!** ** ➡想了解塔圖資料受眾包？即刻填寫表單➡️[聯絡我們 (tagtoo.com)](https://tagtoo.com/contact-us)** ## 數據清理室（Data Clean Room）和數據交換平台（Data Exchange Platform）會是新的Cookie政策替代方案嗎？ URL: https://www.tagtoo.com/blog/data-clean-room-data-exchange-platform-cookie | Date: 2024-08-06 Summary: Google於2024年7月22日在Privacy Sandbox（隱私沙盒）的一篇文章中宣布，經過多年考量後，決定不再取消第三方Cookies！ **Google於2024年7月22日在Privacy Sandbox（隱私沙盒）的一篇文章中宣布，經過多年考量後，[決定不再取消第三方Cookies](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/)！ 這是Google自2020年首次宣布淘汰第三方Cookie至今，經歷3次延期之後的正式宣告。取而代之的計劃是在 Chrome 瀏覽器中，提供使用者自行決定是否被第三方 Cookie 追蹤以優化使用者網頁瀏覽，並保留使用者隨時可以反悔、調整先前的追蹤決定。同時持續投入隱私沙盒，以解決用戶隱私問題。** **這個消息讓很多廣告技術公司和品牌商都鬆了一口氣，但這個方案真的可以讓第三方Cookie的使用不受任何影響嗎？我們參考Apple於2019年在Safari發布 [Intelligent Tracking Prevention (簡稱ITP) 2.3](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/)，即由用戶決定是否接受Cookie之後的統計數據。Statista統計網於2021年6月在美國的一項調查中得出[只有32%的用戶會接受Cookie](https://www.statista.com/statistics/989896/users-consent-in-advertising-tracking/)。我們可以通過這個數據來推算，當我們需要多個網站來完善消費者輪廓，以進行我們的精準人群投放時，完整追蹤的比例就只剩下 0.32 x 0.32⋯  將是不到 10%甚至更低的使用者，這將造成大量的用戶信息空白，對於多數的廣告應用情境而言顯然不足以支撐。所以目前業界也有部分推測Google是透過「要求使用者積極同意」，來實質淘汰第三方 Cookies。** **無論後續態勢如何，大家都看到了近幾年數字廣告領域的不斷變革。部分廣告技術公司和品牌商開始主動積極尋求和創建替代技術和策略，運用數據收集整合平台，如[數據交換平台（Data Exchange Platform）](https://revelate.co/blog/what-is-a-data-exchange/)和[數據清理室（Data Clean Room）](https://publishergroup.tw/shi-mo-shi-data-clean-room-dcr/)，通過大量且安全的數據交換，填補第三方Cookie缺失所造成的信息空白，以持續第三方Cookie所帶來的投放精準廣告、個人化行銷、廣告活動測量與歸因等，並透過數據清理室的安全環境，確保了數據的隱私性和安全性。** **數據交換平台（Data Exchange Platform）並不是一個陌生的名詞，其已在各行各業中廣泛使用，包括金融、醫療保健、零售和制造業。數據交換平台做為一個集中式平台，支持多種數據源及多種產業的數據接入，並提供數據清理、數據豐富和數據分析等服務。數據需求方可以在這個平台上發現和訪問由各種數據提供商精選的數據庫，並在其強大的安全和隱私框架內跨組織邊界大規模共享數據和數據洞察。 目前市場上有各種各樣的數據交換平台，[每個數據交換平台擅長的功能不同](https://thectoclub.com/tools/best-data-exchange-platform/)，企業可以根據自己的數據需求做出相應的選擇。實際運用流程依照不同平台的設定完成即可。 數據清理室（Data Clean Room）則在這波消費者隱私浪潮中興起，在平衡高效營銷需求和隱私要求方面發揮著關鍵作用。數據清理室是在一個加密且以隱私為中心的環境中，允許多方使用第一方數據進行匹配和匯總，安全共享數據。與涉及共享敏感信息的傳統方法不同，數據清潔室優先保護消費者隱私，同時向廣告商提供非個人身份信息 (non-PII)的分析和洞察，以針對特定人群並進行激活和測量，同時降低與數據泄露相關的風險。 數據清理室因為會涉及到第一方數據的匹配，所以必須以資料安全為前提。雙方會將自己的資料加密上傳到數據清理室後，數據清理室尋找兩組資料之間的交集（如Email或行動ID等）找出匹配項並移除敏感資料後，將匹配結果用於針對性廣告、衡量活動效果和執行分析等。** **通過上述兩者的解釋，可以看出他們均可以讓企業和組織進行數據交換，完成數據分析、數據洞察及應用。但兩者在實際應用中，會有不同的重點。 數據交換平台強調跨組織邊界大規模的數據共享。企業或組織可以做為需求方，在平台上選擇自己所需要的數據列表進行數據交換。數據交換平台的數據列表通常是長期存在，且可持續進行的。 數據清理室強調數據的隱私保護及安全性。當企業或組織發出數據交換需求並上傳數據至數據清理室時，數據清理室會額外提供安全控制措施，以確保敏感且受保護的數據共享。當企業或組織的數據匹配需求完成並獲得匹配結果後，數據不保存於數據清理室。** **目前市場上的大型數據交換平台，同時也會提供數據清理室服務，如Google Analytics Hub做為數據交換平台，同時會提供BigQuery數據淨室服務。 企業可以根據自己的需求進行平台的選擇，或兩者同時運行。** ## 數據清理室（Data Clean Room），讓個性化廣告和用戶隱私共存 URL: https://www.tagtoo.com/blog/data-clean-room | Date: 2024-08-06 Summary: 第三方Cookie是品牌收集和分析用戶數據的重要工具之一，通過追蹤用戶行為和偏好，讓品牌更好的了解目標受眾，從而針對性的開展行銷活動；一直以來是品牌和行銷人員的重要的工具和數據來源。雖然Google於2024年7月22日宣布不再取消Cookies，但其提供由使用者自行決定是否被第三方 Cookies 追蹤的方式依然會對Cookie的蒐集量產生影響，參考Apple於2019年在Safari發布 Intelligent Tracking Prevention (簡稱ITP) 2.3 **第三方Cookie是品牌收集和分析用戶數據的重要工具之一，通過追蹤用戶行為和偏好，讓品牌更好的了解目標受眾，從而針對性的開展行銷活動；一直以來是品牌和行銷人員的重要的工具和數據來源。雖然[Google於2024年7月22日宣布不再取消Cookies](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/)，但其提供由使用者自行決定是否被第三方 Cookies 追蹤的方式依然會對Cookie的蒐集量產生影響，參考Apple於2019年在Safari發布 [Intelligent Tracking Prevention (簡稱ITP) 2.3](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/)，即由用戶決定是否接受Cookie之後的統計數據。Statista統計網於2021年6月在美國的一項調查中得出[只有32%的用戶會接受Cookie](https://www.statista.com/statistics/989896/users-consent-in-advertising-tracking/)，這使得跨站追蹤使用者行為和身分變得更加困難，對目標受眾進行個人化行銷也會逐漸失效。為了延續數據及行銷完整性，整合品牌自有數據及蒐集第二、第三方數據成為了主要的應對方法。** **基於隱私法規，進行第三方數據應用的企業開始使用[數據清理室（Data Clean Room）](https://publishergroup.tw/shi-mo-shi-data-clean-room-dcr/)技術，在可信任的環境中轉化為共同ID識別，整合重疊顧客的消費和行為等行銷用數據，使品牌方能夠豐富自家目標客群的認知，並採用這種做法來拓展更多類似客群。** **數據清理室（Data Clean Room）是近年來廣告產業日益重要的一種資料交換模式，也是品牌和廣告商的數據安全中心，可以管理有針對性的廣告工作，同時保護用戶隱私。數據清理室（Data Clean Room）運作方式不同於傳統的數據合作夥伴關係，後者會涉及和直接交換詳細的用戶數據，但數據清理室（Data Clean Room）不會在外部共享敏感的個資級數據，而是在安全的環境中匹配和分析聚合數據集。它的運作方式如下：** 1. **數據吸收：廣告商和其他數據提供方，將數據匯入數據清理室（Data Clean Room）；** 2. **清理和分析：數據清理室（Data Clean Room）會找到數據之間的相似性，例如Email地址、電話號碼、移動ID等，找到匹配項並對匹配成功的數據以群組的方式進行分析，最後將這些數據進行應用加密和限制訪問等隱私技術的處理；** 3. **行銷應用：可用於針對性的廣告、衡量活動效果和執行分析等。 ** **目前提供數據清理室（Data Clean Room）服務的廠商通常有三種類型：** 1. **大型廣告技術公司：例如Google、亞馬遜和Facebook等。這些公司利用封閉空間來處理數據，然後以匿名和把數據合併的形式提供給使用其廣告服務的企業。** 2. **獨立的廣告技術公司（提供平台/空間）：例如Snowflake、LiveRamp、Aquiliz和Decentriq。這些公司為企業提供現成的數據空間，可用於各個行業和數字廣告平台。這類公司都是由InfoSum等公司提供的一個中立平台。** 3. **擁有大量用戶的公司：例如迪士尼、Spotify、Tiktok等公司** **隨著數字廣告領域的不斷變革，數據清理室（Data Clean Room）需求在台灣市場廣告代理商及大型廣告之間，勢必會形成一種剛需甚至成為品牌競爭的數據裝備競賽。品牌方提前部署數據應用規劃，更好的應對全新Cookie時代數位廣告業的衝擊和挑戰。** ## Google放棄啟用第三方Cookie計劃 ，行銷人面對“低Cookie世界”做好準備了嗎？ URL: https://www.tagtoo.com/blog/google-cookie-cookie | Date: 2024-08-06 Summary: Google於7月22日宣布，將放棄在Chrome中逐步淘汰第三方Cookie計劃，而是提出了一种替代方案，即讓用戶在網頁瀏覽過程中能夠做出知情選擇，並隨時調整這種選擇。這個政策轉向是由隱私沙盒副總裁安東尼·查韋斯 (Anthony Chavez) 在部落格文章中透露。他同時還提到“開發者擁有隱私保護替代方案仍然很重要，所以將繼續提供隱私沙盒 API 並對其進行投資，以進一步提高隱私性和實用性”。 **Google於7月22日宣布，將放棄在Chrome中逐步淘汰第三方Cookie計劃，而是提出了一種替代方案，即讓用戶在網頁瀏覽過程中能夠做出知情選擇，並隨時調整這種選擇。這個政策轉向是由[隐私沙盒副总裁安东尼·查韦斯 (Anthony Chavez)](https://privacysandbox.com/intl/en_us/news/privacy-sandbox-update/) 在部落格文章中透露。他同時還提到“開發者擁有隱私保護替代方案仍然很重要，所以將繼續提供隱私沙盒 API 並對其進行投資，以進一步提高隱私性和實用性”。** **對於Google這一大轉變，外界推測主要是Google的解決方案「隱私沙盒」還沒有準備好。[隱私沙盒](https://privacysandbox.com/intl/zh_tw/)是Google在4年前提出的取消Cookie時的替代方案，是利用 API 的方式，將用戶根據瀏覽行為、興趣分組，創建「群體」，廣告商可以對整個群體而不是單一用戶進行定位，藉此保護個人隱私。[Google曾公佈過隱私沙盒的使用測試成績](https://support.google.com/admanager/answer/15189422?hl=en)：在沒有使用隱私沙盒的情況下移除 Cookie，廣告商收入減少34%；但加入隱私沙盒後，為廣告商帶來13%的成長 ，當初就是希望藉由隱私沙盒技術的提升，降低Cookie退場對市場的衝擊。若貿然讓 Cookie 退場，很可能傷及 Google 核心事業，也就是占比將近 8 成的廣告收入 ，顯然短期內還是需要 Cookie 繼續做好它原本的工作。** **Google放棄了Cookie淘汰計劃，隱私沙盒暫未啟動，廣告技術業是否會恢復之前的第三方Cookie應用時代呢？答案是否定的。** **我們參考Apple於2019年在Safari發布 [Intelligent Tracking Prevention (簡稱ITP) 2.3](https://webkit.org/blog/9521/intelligent-tracking-prevention-2-3/)，即由用戶決定是否接受Cookie之後的統計數據。Statista統計網於2021年6月在美國的一項調查中得出[只有32%的用戶會接受Cookie](https://www.statista.com/statistics/989896/users-consent-in-advertising-tracking/)。我們可以通過這個數據來推算，當我們需要多個網站來完善消費者輪廓，以進行我們的精準人群投放時，完整追蹤的比例就只剩下 0.32 x 0.32⋯  將是不到 10%甚至更低的使用者，這將造成大量的用戶信息空白，對於多數的廣告應用情境而言顯然不足以支撐。** **“低Cookie世界”的到來，加上隱私沙盒的技術難度和政策的不確定性，各種廣告科技和行銷業已經在啟動各種解決方案，協助品牌降低對Cookie的依賴。目前已經有些品牌開始使用[數據交換平台（Data Exchange Platform）](https://revelate.co/blog/what-is-a-data-exchange/)進行數據交換，藉由第三方數據的填充，完善由Cookie減少而帶來的信息缺失，以持續第三方Cookie所帶來的投放精準廣告、個人化行銷、廣告活動測量與歸因等。** **數據交換平台（Data Exchange Platform）做為一個集中式平台，支持多種數據源及多種產業的數據接入，並提供數據清理、數據豐富和數據分析等服務。數據需求方可以在這個平台上發現和訪問由各種數據提供商精選的數據庫，並在其強大的安全和隱私框架內跨組織邊界大規模共享數據和數據洞察。目前市場上有各種各樣的數據交換平台，[每個數據交換平台擅長的功能不同](https://thectoclub.com/tools/best-data-exchange-platform/)。企業可以根據自己的數據需求做出相應的選擇。這裡我們列舉幾類數據交換平台給大家參考：** 1. **平台供應商：做為為數據交換而設立的平台設施，為需求方提供安全可靠的環境，包含服務器、存儲、網絡和其他計算資源，協助需要進行數據交換的企業實現數據隔離和安全控制，滿足不同用戶和場景的需求。同時提供多種數據管理功能，包括數據采集、數據清洗、數據轉換、數據存儲、數據查詢和數據可視化等。部分功能和數據清理室（Data Clean Room）技術有些類似，但實際應用中數據交換平台強調跨組織邊界大規模的數據共享，數據清理室強調數據的隱私保護及安全性。** 2. **數據交換平台：是各種數據交換和共享需求的集成平台。在這裡公司可以與其他組織共享、訪問和貨幣化數據資產，同時保持對其數據隱私和安全的控制。例如 Nielsen Marketing Cloud、Dun & Bradstreet 和 Experian，這些平台提供廣泛的數據類型，包括人口統計和心理統計信息、消費者行為和偏好、購買歷史和信用信息等，並提供數據豐富和數據分析等增值服務，以幫助公司獲得更深入的洞察力並優化業務運營。通常這類公司同時會提供數據交易業務，即擁有數據的廠商以[數據賣家](https://www.datacommercecloud.com/glossary/data-seller)的身分提供銷售其數據以供市場內數據買家購買，將自己的數據資產化。** **部分提供數據交換平台（Data Exchange Platform）的服務商，會同時提供以上兩種服務類型。例如[Snowflake](https://www.snowflake.com/en/)，既是平台提供商，也提供數據交換服務。** **當“低Cookie世界”來臨，通過數據交換平台（Data Exchange Platform）的信息，以數據精准度取代Cookie時代的數據廣度，助力行銷成果提升。** ## 讓廣告不再是問題：專業產品協助品牌有效達成行銷目標 URL: https://www.tagtoo.com/blog/cyberbizmarket | Date: 2024-05-09 Summary: 品牌都希望能透過廣告大量曝光，進而達成理想的銷售目標，但如果只停留在過去傳統的廣告投放模式，那勢必無法讓廣告達到理想的成效。在AI日漸成熟的時代下，若能適時借助工具的力量，想必能讓品牌廣告朝更好的方向發展。塔圖也發現了市場的問題，並因應需求開發了兩款廣告產品，期望能幫助品牌在廣告上抓住潛在客戶以及提升投放效率。 **品牌都希望能透過廣告大量曝光，進而達成理想的銷售目標，但如果只停留在過去傳統的廣告投放模式，那勢必無法讓廣告達到理想的成效。在AI日漸成熟的時代下，若能適時借助工具的力量，想必能讓品牌廣告朝更好的方向發展。塔圖也發現了市場的問題，並因應需求開發了兩款廣告產品，期望能幫助品牌在廣告上抓住潛在客戶以及提升投放效率。** ## **電商常見問題一：如何透過廣告精準找到目標TA？** **透過AI和機器學習，現在的廣告策略像為每位潛在客戶量身定做的西裝一樣，能完美擊中客戶心中的痛點。網路廣告服務已不僅是關注如何觸及更多受眾，而是如何「高效地」、「精準地」觸及潛在客戶，節省行銷成本的同時提高銷售業績。** **[資料標籤受眾包（Label Target Audience, 以下簡稱為LTA）](https://www.tagtoo.com/blog/lta)就是塔圖透過消費者行為分析開發的一款 [MarTech](https://www.tagtoo.com/blog/mar-tech-ad-tech) 產品，我們導入ML機器學習、NLP自然語言分析，運算出網站商品及使用者的各種標籤，並根據四種不同的標籤方法將受眾分為不同的群體，以利各品牌廣告投放時使用，接下來我們將分別介紹這四種不同的標籤受眾。** **1\. 購買產品標籤： 精準定位產品** **假設我們不僅能根據用戶的購買行為分析，還能根據他們購買的具體產品進行更細緻的分類。通過LTA的 「購買產品標籤 」，可以實現消費者具體購買過哪些產品進行分類，這樣做的好處在於企業可以根據這些標籤決定要將廣告投遞給哪些受眾。** **2\. 關注產業標籤： 引導用戶興趣** **在當今多樣化的網絡環境中，了解用戶關注的行業和網站有助於品牌容易聚焦在有效的用戶上。LTA 的 「產業標籤 」根據消費者看過、消費過的網站進行產業分類。無論用戶是科技博客、時尚網站還是綜合電商平台的常客，這項功能都能讓廣告商根據用戶的興趣創建有針對性的廣告活動。** **3\. 購買力標籤： 揭示消費潛力** **「購買力標籤」不僅僅是追蹤客戶的單次購買，還通過分析客戶在電商網站上的消費頻率和消費金額來評估其消費潛力。這種洞察力使廣告商能夠區分休閒購物者和高價值客戶。確定客戶的購買能力能幫助品牌更精準選擇適合廣告的受眾，品牌可以最大限度提高投資回報率，並培養長期的客戶關係。** **4\. 客製化標籤： 滿足您的獨特需求** **有時，標準標籤無法滿足所有客戶的需要，Tagtoo另提供了「客製化標籤」的服務，透過與您的業務討論出符合您需求與條件的受眾定義標準，您將與Tagtoo團隊密切溝通合作，以確保客製化專案的可行性，並且確保您的目標與我們一致，以協助您達成預期成果。** **Data Partner的加入使塔圖數據資料更多元** **Tagtoo近期也與眾多數據廠商成為合作夥伴(Data Partner)，包括三立新聞網、CMoney、商業週刊、Babyhome、Mommyguide、飛比價格、Amiko，因此塔圖數據庫中的資料變得更加多元且豐富，從金融數據到母嬰產品數據再到發票數據，都能在資料庫中找到並提供品牌在廣告上使用!我們也會持續透過Data Partner的計劃集結更多企業的力量，使數據得以共享，並幫助企業在業務上能有更深入的洞察。** **LTA資料標籤受眾包對電商而言有什麼作用?** 1. **實現精準定位： 向更精準的廣告用戶提供符合期待的產品或服務，提高轉化率。** 2. **增強廣告受眾相關性： 提供符合廣告用戶興趣和購買力的內容，從而提高參與度。** 3. **最大化投資報酬： 通過聚焦高潛力受眾，有效分配廣告資源，期待提供廣告ROAS。** ## **電商常見問題二：品牌商品眾多如何選擇對的廣告形式並有效率的投放？** **動態商品廣告（Dynamic Product Ads,DPA）在電商經營中扮演著關鍵角色，其技術優勢使其成為吸引潛在客戶的強大工具。塔圖自動化廣告產品——AdChief，主要特點在於協助電商自動投遞DPA廣告，以個人化方式呈現商品資訊，系統能自動辨識受眾看過的商品，並在廣告中再次推播商品給客戶。** **在技術的層面上，AdChief展現出以下優勢：** 1. **相較於傳統Banner廣告，轉換率提高45％，同時降低廣告花費35％。** 2. **DPA廣告能自動對焦再行銷客群的類似受眾，自動將適當的商品推薦給潛在消費者。** 3. **自動生成廣告版位的技術省去了手動設定的繁瑣步驟，系統根據提供的基本素材自動生成廣告版位，節省時間及人力成本。** **AdChief協助電商解決了哪些廣告難題？** **DPA廣告帶給電商許多便利，但是在執行過程中電商最常碰到以下3種問題，而這些問題只要有AdChief就能夠解決。** 1. **商品目錄建立及管理耗時又費力** **商品目錄(Product Feed)的建立與維護對於產品數量多，或庫存頻繁變動的電商來說可能成為繁瑣且耗時的任務，透過AdChief，商品目錄的建置與維護工作得以自動化處理，且支援每天多次商品資訊更新，有效協助中小型電商解決商品資訊管理上的複雜性。** 2. **沒有工程師無法完成像素安裝及事件追蹤** **透過像素安裝及事件追蹤，才能深入瞭解消費者在網站上的行為，進而執行再行銷或個性化商品推薦，而AdChief提供了簡易的程式碼嵌入方式，解決了電商需具備程式端的技術煩惱，使得像素與事件的安裝更加輕鬆實現。** 3. **大量廣告圖片製作需求** **廣告素材一直是廣告主面臨的一大難題，因為需要定期定量製作，非常耗費時間及人力。AdChief提供了專業的「廣告模板編輯器」，例如為圖片增添外框、Logo、特價活動資訊等，讓電商可直接在AdChief進行廣告模板編輯，並自動將模板套用至每張商品圖片，有效節省人力成本。** **Adchief能幫助品牌什麼?** **總括而言，雖然DPA廣告對提升電商銷售極具效益但卻需要一定的技術門檻，而AdChief的解決方案進一步克服了中小型電商在商品目錄、事件追蹤、廣告圖片後製等方面的技術挑戰，使其能夠更加專業且輕鬆地善用DPA廣告的諸多優點。** **現在開始試用Tagtoo X Cyberbiz App Market產品** **LTA與AdChief這兩款廣告產品不僅有效幫助品牌捕捉潛在客戶，更能極大提升廣告投放的效率。透過AI技術的引領，品牌不再只是被動地曝光，而是能精準鎖定目標受眾，使廣告效果發揮到極致。** **如果您對以上兩樣產品有興趣或有任何疑惑，都歡迎隨時與塔圖聯繫，我們非常樂意回答您的問題，以及提供更多關於產品服務的資訊，期待共同創造雙贏的機會！** ## 美妝保養數據分析報告 URL: https://www.tagtoo.com/blog/cosmetic-report | Date: 2023-12-27 Summary: 過去幾年由於新冠疫情的影響，美容產業的生態已經產生變化。從消費模式來看，疫情迫使消費習慣由線下轉線上、實體轉虛擬；從經濟層面來看，2022年後的疫情復甦，使得市場受到通膨、產品供應鏈緊張及單位價格上漲等因素影響。 ## Data Partner介紹：BabyHome URL: https://www.tagtoo.com/blog/data-partner-baby-home | Date: 2023-12-15 Summary: 網路時代造就了新一代的時尚媽咪，媽媽們對於育兒知識的分享不再僅限於茶餘飯後的閒聊，而是逐漸形成線上討論社群，這種轉變促使親子社群平台的崛起，這些平台不僅提供了一個分享經驗、尋求支持的空間，更成為了媽媽們之間建立深厚連結的橋樑。我們今天所要介紹的數據夥伴，便是如今最主流的母嬰親子社群平台。 **前言介紹** **網路時代造就了新一代的時尚媽咪，媽媽們對於育兒知識的分享不再僅限於茶餘飯後的閒聊，而是逐漸形成線上討論社群，這種轉變促使親子社群平台的崛起，這些平台不僅提供了一個分享經驗、尋求支持的空間，更成為了媽媽們之間建立深厚連結的橋樑。我們今天所要介紹的數據夥伴，便是如今最主流的母嬰親子社群平台。** **塔圖的Data Partner計劃希望可以集結眾多企業的力量，藉由數據共享，來幫助企業在制定行銷策略前能有更深入的洞察。今天就要來介紹計劃中其中一位數據夥伴：BabyHome。** **Data Partner簡介** **BabyHome是華人最大的育兒與親子社群平台，也是台灣流量最高的母嬰親子網站。BabyHome期待將女性「育兒、家庭、愛自己」滿滿的溫暖能量傳遞至世界每一個角落，透過持續創造優質內容與議題，滿足爸爸媽媽們的需求。** **數據特色介紹** - **全台最主流的家庭親子網，擁有龐大用戶數** **BabyHome是台灣最大的親子類網路社群平台，每日日均活躍人數高達15萬人次、每月的網站瀏覽量更高達1000萬次，反映出使用者們在平台上的活躍程度，也充分展現了BabyHome作為一個親子社群平台的熱度和吸引力；BabyHome還擁有超過130萬個實名制會員人數，代表了該平台在滿足用戶需求、建立平台文化和促進互動方面的卓越表現，能有效協助品牌接觸潛在顧客。** - **社群經營有成吸引大量粉絲** **BabyHome的核心價值是提供媽媽在育兒及家庭經營的資訊，除此之外，更鼓勵女性實現自我價值與展現女力，期待透過溫暖的社群平台能陪伴媽媽們度過家庭生活中的喜怒哀樂。秉持著這些理念，BabyHome在社群上擁有龐大的粉絲基數，在Facebook及Line上分別擁有27萬粉絲及8萬個追蹤者，代表著其在社交媒體上擁有巨大的影響力，且內容及訊息能被快速傳播，透過社群貼文的分享使網站文章能被更多人觸及。** - **受眾輪廓清晰且數據資料品質高** **BabyHome的社群平台上大多是育兒與親子相關主題的分享，也因此網站上的受眾傾向非常明確，主打的用戶類型大部分是媽媽們。這也代表著BabyHome的受眾包數據資料非常適合各類母嬰品牌使用，若使用此受眾包投放網路廣告，便可以精準鎖定家中有小孩的親子客群，讓廣告預算花在刀口上。** **我們很榮幸能邀請BabyHome成為塔圖Data Partner計劃的一份子，為塔圖數據資料庫注入更多新血。通過共享數據資源、技術和知識，相信在未來我們的合作能協助更多商家獲益。** ## Tagtoo Data Partner: BabyHome URL: https://www.tagtoo.com/en/blog/tagtoo-data-partner-baby-home | Date: 2023-12-15 Summary: The internet era has given rise to a new generation of fashionable moms, where the sharing of parenting knowledge extends beyond casual conversations to form online discussion communities. This transformation has led to the emergence of parenting community platforms, providing spaces not only for sharing experiences and seeking support but also serving as bridges to establish strong connections among moms. The data partner we are introducing today is the most mainstream mother-infant parenting community platform. **Introduction** **The internet era has given rise to a new generation of fashionable moms, where the sharing of parenting knowledge extends beyond casual conversations to form online discussion communities. This transformation has led to the emergence of parenting community platforms, providing spaces not only for sharing experiences and seeking support but also serving as bridges to establish strong connections among moms. The data partner we are introducing today is the most mainstream mother-infant parenting community platform.** **Tagtoo's Data Partner Program aims to harness the power of multiple companies by facilitating data sharing and offering deeper insights to assist businesses in formulating marketing strategies. In this program, we will introduce one of the data partners: BabyHome.** **Data Partner Overview** **BabyHome is the largest Chinese parenting and parenting community platform, and ranks as Taiwan's highest-trafficked mother-infant parenting. BabyHome aspires to transmit the warm energy of "parenting, family, and self-love" to every corner of the world, meeting the needs of moms and dads through the continuous creation of high-quality content and discussions.** **Data Feature Introduction** - **The Largest and Most Popular Family Parenting Website in Taiwan, Boasting a Massive User Base** **BabyHome stands as Taiwan's largest online community platform for parents, with a staggering daily average of 150,000 active users and monthly website traffic exceeding 10 million visits. These numbers reflect the high level of user engagement on the platform, showcasing the popularity and appeal of BabyHome as a parenting community platform. Additionally, BabyHome has garnered over 1.3 million verified members, highlighting the platform's outstanding performance in meeting user needs, establishing a platform culture, and fostering interaction. This significant user base effectively assists brands in reaching potential customers.** ** - Successful Community Management Attracts a Large Fan Base BabyHome's core value lies in providing mothers with information on parenting and family management. Beyond that, it encourages women to rediscover their self-worth and showcase their feminine power. The platform aims to accompany mothers through the ups and downs of family life, creating a warm community space. Upholding these principles, BabyHome has cultivated a massive fan base on social media platforms. With 270,000 followers on Facebook and 80,000 followers online, the platform demonstrates significant influence in the realm of social media. This not only allows for the rapid dissemination of content and messages but also ensures that website articles reach a broader audience through the sharing of community posts. - Clear Audience Profile and High-Quality Data The majority of content on BabyHome's social community platform revolves around parenting and family-related topics, resulting in a clear and distinct audience profile. The platform primarily caters to mothers, making it evident that the main user demographic consists of moms. This specificity implies that the audience data on BabyHome is suitable for various mother-infant brands. By utilizing this audience data for online advertising, brands can precisely target the parenting audience, ensuring that their advertising budget is spent effectively and reaches the intended audience of children in their households. We are honored to invite BabyHome to be a part of the Tagtoo Data Partner Program, injecting new vitality into the Tagtoo data database. Through the sharing of data resources, technology, and knowledge, we believe that our collaboration can assist more businesses in benefiting in the future. ** ## Award Announcement: Tagtoo Honored with 2023 HKTW Meta Agency First Awards URL: https://www.tagtoo.com/en/blog/en-meta-agency-first-award-2023 | Date: 2023-12-01 Summary: In November 2023, Tagtoo proudly received recognition with the HKTW Meta Agency First Awards for Best Solution Partner: Full Funnel Solution. **In November 2023, Tagtoo proudly received recognition with the HKTW Meta Agency First Awards for Best Solution Partner: Full Funnel Solution.** ** ** **As the world's largest social media platform with over 3.8 billion monthly active users, Meta is an indispensable marketing channel for all brands and enterprises. Tagtoo have closely collaborated with Meta for over a decade, brings a wealth of experience in executing advertising strategies. In 2023, we proudly attained the status of a [Meta Certified Company](https://www.facebook.com/business/learn/certification), the highest level of certification from Meta, affirming Tagtoo's expertise and progressive approach as an advertising agency. This award recognizes the ongoing efforts of the Tagtoo team in refining digital expertise, and we look forward to assisting more clients in creating more effective marketing campaigns in the future.** **The submitted project for this award was a collaborative advertising campaign executed by Tagtoo's overseas business development team and Herbal Farmer, our valued client.** **Herbal Farmer is Malaysia's first modern Traditional Chinese Medicine store based on "Innovative Industry Standards." Adapting to the challenges posed by the Covid-19 pandemic, Herbal Farmer transitioned its business from offline to an online platform. Through a strategic partnership with Meta's business partner, Tagtoo Technology, Herbal Farmer's online revenue grew sixfold in the past year.** **Post-pandemic, Herbal Farmer faced challenges in brand promotion and online lead generation due to the thriving development of live advertising and business platforms in Southeast Asia, coupled with the impact of iOS 14 privacy policies. This led to difficulties in data tracking, resulting in a decline in advertising performance and increased CPA costs. Additionally, intense competition in the market saw consumers shifting towards other e-commerce platforms, leading to a decline in overall site performance.** **To address these issues, Tagtoo redefined Herbal Farmer's marketing objectives and budget allocation, establishing a comprehensive marketing funnel strategy with three main goals:** 1. **Enhance brand awareness.** 2. **Expand the base of new customers and consolidate existing customers.** 3. **Help Herbal Farmer increase overall site sales.** ** The full-funnel marketing strategy targets consumers at every level of the sales funnel, ensuring a comprehensive approach to each touchpoint. Considering the varying levels of brand awareness among consumers at each stage, the strategy involves a tailored approach for optimal brand exposure. For those seeking steady growth in both site traffic and revenue, we welcome collaboration to devise a brand-specific full-funnel marketing strategy! We extend our gratitude to all our clients for their trust and support. It is through this trust that we have the opportunity to excel. In the future, we commit to accompanying our clients on longer and more successful journeys, continuously refining our capabilities to deliver even greater value. For more information on Tagtoo's advertising solutions, please fill out [the contact form](https://www.tagtoo.com/en/contact-us) below. ** ## 【得獎資訊】塔圖科技榮獲2023 Meta 香港台灣代理商合作夥伴大獎 URL: https://www.tagtoo.com/blog/meta-agency-first-awards-2023 | Date: 2023-12-01 Summary: 2023年11月，塔圖科技很榮幸獲得 Meta 香港台灣代理商合作夥伴大獎的青睞，在強者環伺之中，塔圖今年也成功突破重圍，獲得了Meta 香港台灣代理商合作夥伴大獎——最佳方案應用夥伴：全漏斗策略的殊榮。 **2023年11月，塔圖科技很榮幸獲得 Meta 香港台灣代理商合作夥伴大獎的青睞，在強者環伺之中，塔圖今年也成功突破重圍，獲得了Meta 香港台灣代理商合作夥伴大獎——最佳方案應用夥伴：全漏斗策略的殊榮。** ** ** **Meta作為全球最大的社交媒體平台，月活躍流量超過38億，是所有品牌企業都不可忽視的行銷渠道。而塔圖科技作為與Meta密切合作超過10年的數位廣告代理商，擁有豐富的廣告策略執行經驗，同時我們也是2023年[Meta Certified Company媒體認證公司](https://www.facebook.com/business/learn/certification)，這是Meta最高級別的認證，證明塔圖為具備 Meta 媒體專業知識且與時俱進的廣告代理商！這個獎項肯定了塔圖團隊持續精進數位專業知識的努力，期待未來協助更多客戶打造更有效的行銷活動。** **這次的參賽項目為塔圖海外商業開發團隊與客戶——Herbal Farmer一同執行的廣告專案。** **Herbal Farmer是馬來西亞第一家基於「創新行業標準」的現代健康中藥店。由於Covid-19大流行，Herbal Farmer將其業務從線下轉向線上平台，並且透過與Meta 企業合作夥伴——塔圖科技的合作，Herbal Farmer的線上收入在過去一年內增長了6倍。** **疫情過後，因東南亞直播廣告和商務平台的蓬勃發展以及 iOS 14隱私權政策的影響，Herbal Farmer面臨了品牌宣傳及線上導購的困境，像是因數據追蹤困難而導致的廣告表現下降，CPA成本提升；以及由於競爭激烈的大環境，消費者轉向其他電商消費，導致全站業績下滑。** **為解決此問題，塔圖提Herbal Farmer重新規劃了行銷目標及預算分配，建立起完整行銷漏斗策略，主要有3大目標：** 1. **提升客戶品牌知名度** 2. **擴大新客基礎及鞏固既有客戶** 3. **幫助客戶提升全站銷售量** **[全漏斗行銷策略](https://www.facebook.com/TagtooFans/posts/pfbid02QeVwPMe8gtMd8Sp8eEA132Tzb2BnCoT7ysZkNME9MZJJDUZPpLbA7Si9f212ugDMl)意即針對銷售漏斗中每一層級的消費者，進行全盤的佈局。由於每一層級的消費者對於品牌的認知狀況都不同，品牌應針對各個與消費者的接觸點執行完整佈局。若想促使全站流量及收益皆能穩定成長，歡迎與塔圖團隊合作制定品牌專屬的全漏斗行銷策略！** ** ** **在此，塔圖要感謝所有客戶的信任與支持，也因為客戶願意給予信任，才讓我們有非常大的發揮空間。未來我們也將致力於陪伴客戶走得更遠更長，共創精彩成績！我們也將不斷地精進，期望能為客戶們帶來更多價值！**  ** 想了解更多塔圖廣告解決方案，請填寫以下[聯絡表單](https://www.tagtoo.com/contact-us)。** ## 小紅書企業號該怎麼申請？ URL: https://www.tagtoo.com/blog/xiaohongshu | Date: 2023-11-07 Summary: 塔圖是小紅書官方認證的海外首家廣告代理商，我們的專業團隊將攜手小紅書帶領品牌往更理想的未來邁進，期望品牌能透過小紅書發掘更多潛在客戶，並有效擴大自身的商業版圖。 **塔圖是小紅書官方認證的海外首家廣告代理商，我們的專業團隊將攜手小紅書帶領品牌往更理想的未來邁進，期望品牌能透過小紅書發掘更多潛在客戶，並有效擴大自身的商業版圖。** # ****小紅書是什麼樣的平台?**** ****看準了現代人對於美好生活的追求與嚮往，也造就了小紅書的出現。**** ****小紅書的slogan 是"標記我的生活"，就是希望大家能在平台上紀錄自己的生活，並且藉由這些分享的筆記內容去展現自己的生活態度，不僅如此也能分享自身在生活中的體驗感受，像是美妝產品的使用心得、餐廳的餐點測評等，在抒發個人想法之餘也能讓其他有需要的使用者，可以在平台上獲取自己想要的資訊，促使更多人能因為小紅書讓自己的生活朝著理想中的方向前進，完美形成一個正向循環。**** # ****品牌進入小紅書的兩大優點?**** ### ****品牌成長及茁壯**** ****品牌無論大小，都能在小紅書上找到一塊專屬於自己的淨土，建立起你想要傳遞給消費者的品牌形象。**** ### ****提升產品及品牌心佔率**** ****透過小紅書上濃厚的生活感氛圍，讓消費者最直接且真實的感受到產品特色。**** **** **** # ****什麼樣的品牌適合下小紅書廣告?**** ### ****跨境電商**** ****品牌如果想經營跨境電商，且目標是瞄準大陸市場，最直接有效的方式是透過當地平台深耕。小紅書絕做為理想的品牌經營平台，對於在大陸市場站穩腳步至關重要，因為平台上活躍用戶數及卓越的帶貨效果，形成了令人矚目的競爭優勢。**** ### ****陸客服務**** ****對於想經營陸客來台生意或開拓大陸市場的旅遊、伴手禮、飯店等業者而言，小紅書無疑是值得投入資源的理想平台，因為該平台具備地理優勢且匯聚眾多旅遊筆記內容，因此是想打開境外市場的業者必須攻佔的平台。**** ### ****深耕台灣本地生意**** ****根據data.ai最新的移動市場報告，2022年小紅書在台灣社交平台下載量排名第六，這一數據清晰地表明了小紅書在台灣市場的強勁發展趨勢。因此，對於台灣企業來說，選擇在小紅書上針對台灣在地受眾進行品牌商品的口碑種草，絕對會是一個新穎而極具潛力的策略。**** **** # 品牌為什麼要透過塔圖在小紅書下廣告? ### 探索品牌深度，解密成功行銷之道 我們將深入了解品牌的定位及產品理念，進行全方位的企業評估，為您提供完整的行銷解決方案。 ### 根據品牌差異性，量身打造廣告策略 依據品牌的獨特特質和需求，評估最適合的廣告投放類型，以確保品牌能夠精準實現行銷目標。 ### 輕鬆建立企業帳號，無痛開啟品牌商機 透過塔圖，品牌能毫不費力地克服複雜的小紅書官方帳號設置問題，不再需要因繁瑣的設定過程而感到困擾。 ### 發掘合適KOL，點燃全新品牌影響力 想要藉由小紅書上的KOL吸引更多潛在顧客?塔圖能依據品牌的業務要求，精準配對最適合的KOL，讓品牌快速從眾多選項中找到理想人選。 # 塔圖全方位佈局各階段廣告策略 ### 鎖定行銷方向 釐清各階段品牌廣告該主攻的行銷方向，使廣告投放的初步行動就朝正確方向邁進。 ### 精準拿捏廣告占比 我們將根據專業觀點，為品牌提供不同階段下廣告筆記與一般筆記的比例建議，以達到平衡並發揮最佳效果。 ### 廣告類型建議 根據不同階段的發展需求，提出相應的廣告類型建議及佈局，確保廣告在不同階段達到最大效益。 ### 筆記素材策略 透過系統性且有效的筆記策略規劃，打造高熱度的筆記內容。 **** ### **✅想了解更多關於小紅書廣告方案以及筆記經營策略，歡迎填寫下方表單，與塔圖預約免費專業顧問諮詢服務！** ### ## Transforming Online Advertising with Audience Behavioral Targeting URL: https://www.tagtoo.com/en/blog/lta-3-en | Date: 2023-10-26 Summary: Picture this: Your online advertising strategy becomes a tailor-made suit, impeccably fitted to each potential customer. How? We're diving headfirst into the world of personalizing ad experiences, where we seamlessly integrate AI systems into the mix. It's not just about reaching your audience; it's about doing so efficiently, saving those precious marketing dollars while cranking up the effectiveness of your campaigns. **Picture this: Your online advertising strategy becomes a tailor-made suit, impeccably fitted to each potential customer. How? We're diving headfirst into the world of personalizing ad experiences, where we seamlessly integrate AI systems into the mix. It's not just about reaching your audience; it's about doing so efficiently, saving those precious marketing dollars while cranking up the effectiveness of your campaigns.**  **Behavioral analytics is the systematic tracking and analysis of user interactions with digital content, including websites, mobile apps, and advertisements. Unlike traditional analytics that primarily focus on numerical data, behavioral analytics dives into the "why" behind user actions. It examines not only what users do but also why they do it.** **Among these innovations, one standout feature is the ability to label audience behaviors, ensuring your advertising efforts are finely tuned and laser-focused. [Label Target Audience](https://www.tagtoo.com/en/blog/label-target-audience), a [MarTech’s](https://www.tagtoo.com/en/blog/mar-tech-ad-tech-en) product we developed based on consumer behavioral analysis, categorizes audiences into groups based on four different labeling methods, and we'll introduce each of these four different labeled audiences next.** **Learn more about behavioral targeting >> [A Guide to Behavioral Targeting](https://www.tagtoo.com/en/blog/behavioral-targeting-en)** # **1\. Purchase Product Labeling: Precision in Product Targeting** **Imagine having the capability to categorize users not only by their purchase behavior but also by the specific products they've bought. This level of granularity is made possible through Martech's "Purchase Product Labeling" feature. By tagging users based on the products they've purchased, businesses can tailor their advertising campaigns to match individual preferences. Whether it's a pair of running shoes or a new smartphone, this feature enables advertisers to deliver highly relevant content, leading to increased engagement and conversions.** # **2\. Focus on Industry Labeling: Navigating User Interests** **Understanding the industries and websites users engage with is crucial in today's diverse online landscape. Martech's "Focus on Industry Labeling" empowers businesses to categorize users based on their online behavior. Whether users are frequent visitors to tech blogs, fashion websites, or e-commerce platforms, this feature allows advertisers to create laser-focused campaigns that align with users' interests. It's the key to delivering content that resonates and drives action.** # **3\. Purchasing Power Labeling: Unveiling Buying Potential** **Determining a user's purchasing power is a game-changer in online advertising. Martech's "Purchasing Power Label" goes beyond tracking individual purchases—it evaluates a user's buying potential by analyzing the frequency and amount spent on e-commerce sites over time. This insight allows advertisers to differentiate between casual shoppers and high-value customers. By tailoring their messaging and offers accordingly, businesses can maximize their ROI and nurture long-term customer relationships.** # **4\. Customized Labels: Tailoring to Your Unique Needs** **Sometimes, standard labels just won't cut it. Martech's "Customized Labels'' feature provides the flexibility to define audience categorization criteria based on your unique requirements. What sets this apart is the collaboration with Tagtoo's Executive Director, who works closely with your team to ensure feasibility. This bespoke approach ensures that your audience targeting is aligned precisely with your business goals.** **You may be interested >> [Enhancing Machine Learning Accuracy and Efficiency through Data Labeling](https://www.tagtoo.com/en/blog/data-labeling-en)** # **The Benefits: Precision, Relevance, and Results** **The benefits of label target audience are undeniable. By utilizing those features businesses can:** - **Achieve Precision Targeting: Reach the right users with the right products or services, increasing the likelihood of conversions.** - **Enhance Relevance: Deliver content that matches users' interests and purchasing power, resulting in higher engagement.** - **Maximize ROI: Allocate advertising resources efficiently by focusing on high-potential audiences, ultimately improving return on investment.** ** Corporations Must Accelerate the Adoption of AI Technology for Digital Advertising The future of advertising lies in the integration of behavioral analytics with emerging technologies and trends. As AI and machine learning advance, advertisers will have even more powerful tools at their disposal, allowing for unprecedented levels of personalization and predictive advertising.The label target audience, empowered by these labeling features, takes online advertising to the next level. It's a game-changing approach that ensures your advertising efforts are not only seen but also acted upon by the most relevant and high-potential audiences. ** ## 你真的了解目標TA嗎？4種方法描繪消費者輪廓，輕鬆掌握更精準的廣告受眾！ URL: https://www.tagtoo.com/blog/lta-3 | Date: 2023-10-26 Summary: 想象一下：你的廣告策略就像為每位潛在客戶量身定做的西裝，完美擊中客戶心中的痛點！這在從前是沒辦法做到的事，但隨著AI人工智能與機器學習的進步，讓我們踏入個性化廣告體驗的世界。如今無論任何商品服務、行銷策略都更講求精準貼合消費者需求。網路廣告服務也不僅僅只是思考如何觸及更多受眾，而是如何「高效地」、「精準地」觸及受眾，節省寶貴的行銷成本，同時提高銷售業績。 **想象一下：你的廣告策略就像為每位潛在客戶量身定做的西裝，完美擊中客戶心中的痛點！這在從前是沒辦法做到的事，但隨著AI人工智能與機器學習的進步，讓我們踏入個性化廣告體驗的世界。如今無論任何商品服務、行銷策略都更講求精準貼合消費者需求。網路廣告服務也不僅僅只是思考如何觸及更多受眾，而是如何「高效地」、「精準地」觸及受眾，節省寶貴的行銷成本，同時提高銷售業績。**  **消費者行為分析是針對用戶（包含網站、應用程式及廣告的用戶）的行動與互動進行追蹤及分析。與數據分析不同的是，行為分析更深入研究用戶行動背後的原因，比如某用戶近期瀏覽了「掃地機器人」這項商品，行為分析並不會單純滿足於這項行為，而是會進一步去蒐集這個用戶近期在各種渠道（例如：社交媒體、新聞網、Google搜尋等等）還看過哪些內容，進而找出他瀏覽「掃地機器人」的真正原因。** **消費者行為分析其中最顯著的特點就是能夠針對受眾進行標籤（Label），藉此將受眾分群分眾。[資料標籤受眾包（Label Target Audience, 以下簡稱為LTA）](https://www.tagtoo.com/blog/lta)是我們根據消費者行為分析開發的一款 [MarTech](https://www.tagtoo.com/blog/mar-tech-ad-tech) 產品，它根據四種不同的標籤方法將受眾分為不同的群體，接下來我們將分別介紹這四種不同的標籤受眾。** **更多關於消費者行為分析的內容>> [消費者行為定位指南：掌握關鍵特徵，精準描繪消費者輪廓](https://www.tagtoo.com/blog/behavioral-targeting)** # **1\. 購買產品標籤： 精準定位產品** **假設我們不僅能根據用戶的購買行為分析，還能根據他們購買的具體產品進行更細緻的分類。通過LTA的 「購買產品標籤 」，可以實現消費者具體購買過哪些產品進行分類，這樣做的好處在於企業可以根據這些標籤決定要將廣告投遞給哪些受眾。** # **2\. 關注行業標籤： 引導用戶興趣** **在當今多樣化的網絡環境中，了解用戶關注的行業和網站有助於品牌跟容易聚焦在有效的用戶上。LTA 的 「產業標籤 」根據消費者看過、消費過的網站進行產業分類。無論用戶是科技博客、時尚網站還是綜合電商平台的常客，這項功能都能讓廣告商根據用戶的興趣創建有針對性的廣告活動。** # **3\. 購買力標籤： 揭示消費潛力** **「購買力標籤」不僅僅是追蹤客戶的單次購買，還通過分析客戶在電商網站上的消費頻率和消費金額來評估其消費潛力。這種洞察力使廣告商能夠區分休閒購物者和高價值客戶。確定客戶的購買能力能幫助品牌更精準選擇廣告適合的受眾，品牌可以最大限度提高投資回報率，並培養長期的客戶關係。** # **4\. 客制標籤： 滿足您的獨特需求** **有時，標準標籤無法滿足所有客戶的需要，Tagtoo另提供了「客製化標籤」的服務，透過與您的業務討論出符合您需求與條件的受眾定義標準，您將於Tagtoo團隊密切溝通合作，以確保客製化專案的可行性，並且確保您的目標與我們一致，以協助您達成預期成果。** **你可能感興趣的內容>> [數據標籤(Data Labeling): 推動機器學習效能與市場策略的引擎](https://www.tagtoo.com/blog/data-labeling)** # **了解消費者行為有什麼優勢：廣告受眾的精確性、相關性和結果** **無論是數位媒體、社群經營、電商開拓等等，如今都離不開AI技術賦能，其中廣告科技更是最常運用到AI技術的領域。Tagtoo憑藉累積超過十年經驗在成效型廣告，深知了解客戶旅程對廣告優化的重要性。導入ML機器學習、NLP自然語言分析，運算出網站商品及使用者的各種標籤，透過LTA資料標籤受眾品牌能夠：** **實現精準定位： 向更精準的廣告用戶提供符合體驗與期待的產品或服務，提高轉化率。** **增強廣告受眾相關性： 提供符合廣告用戶興趣和購買力的內容，從而提高參與度。** **最大化投資報酬： 通過聚焦高潛力受眾，有效分配廣告資源，期待提供廣告ROAS。** **企業必須加速AI技術在數位廣告上的應用** **廣告業的未來在於將行為分析與AI技術結合，AI科技在商業應用的實例也將隨著人工智能和機器學習的發展，在業內越來越趨近普遍。廣告商將擁有更強大的工具，實現個性化和預測性廣告，這是一種改變廣告遊戲規則的方法，讓您的品牌在AI時代能夠拔得頭籌，成為新贏家。** **若想進一步了解 Tagtoo LTA 資料受眾包解決方案，歡迎立即填寫以下諮詢表單，將有 Tagtoo 專業顧問為您服務。** ## Tagtoo Data Partner: SETN URL: https://www.tagtoo.com/en/blog/tagtoo-data-partner-setn | Date: 2023-10-11 Summary: In exploring consumer behavior, abundant behavioral data plays a crucial role in helping us gain a deeper understanding of consumer behavior patterns. In addition to having reliable and effective data sources, the ability to integrate and analyze data is equally critical to accurately describing the process consumers go through before making a purchase decision. In exploring consumer behavior, abundant behavioral data plays a crucial role in helping us gain a deeper understanding of consumer behavior patterns. In addition to having reliable and effective data sources, the ability to integrate and analyze data is equally critical to accurately describing the process consumers go through before making a purchase decision.   Tagtoo's Data Partner program aims to harness the collective power of numerous businesses through data sharing to provide businesses with deeper insights when formulating marketing strategies. Today, we will introduce one of the data partners in the program: SETN.   ## **Data Partner Introduction**   SETN is one of Taiwan's top three news websites and the first to comprehensively integrate content from its television channels into an online news platform. It combines elements of live streaming, multimedia, interactivity, and social media to provide real-time updates on significant national and international news, political analysis, global affairs, societal focal points, entertainment, financial insights, and a wealth of other content.   SETN aggregates the most-discussed articles from various social media platforms and features contributions from experts in various fields, enabling users to analyze trends and access diverse perspectives.   ## **Data Features Introduction**   **1.**   **A Strong Presence on Social Media and News Impact** SETN boasts exceptional news production capabilities alongside its diverse and rich content. It has a successful presence on social media platforms like Facebook and YouTube, with over 2 million followers and subscribers. This substantial and well-defined user base provides a solid foundation. Moreover, SETN's news content is widely distributed across major news platforms, including Facebook, Google, Yahoo, LINE TODAY, MSN News, and more. This means that its news content effectively covers a wide range of platforms, ensuring extensive exposure to a vast and diverse audience.   **2.**   **Numerous and Well-Defined User Bases** SETN provides a vast amount of daily news and current affairs content, resulting in over 12 million unique monthly visitors to the website, a total of 1.48 billion news page views, and a peak news viewing time of 7.9 billion minutes. These data points continue to accumulate, reflecting a high level of user engagement on the platform. The website's audience is evenly split between males and females, with over 70% falling within the 25-45 age group. This rich data and clear audience profile can effectively assist brands in identifying potential customers on a large scale.   **3.** **Diverse Data Types** SETN covers a wide range of content topics, from serious social issues to lighthearted pet discussions, making it possible to quickly find relevant information on the website. Consequently, the website's audience is highly diverse. Tagtoo categorizes and packages audiences based on common characteristics derived from user behavior, such as browsing and clicking on platforms. For instance, individuals who have recently viewed travel-related articles or real estate-related content will be bundled into distinct audience segments. This allows brands to choose the desired audience based on their needs and precisely target marketing campaigns to potential customers.   We are honored to have invited SETN to be a part of the Tagtoo Data Partner Program, injecting fresh insights into the Tagtoo data database. Through the sharing of data resources, technology, and knowledge, we believe that our collaboration will benefit even more businesses in the future. ## Data Partner介紹：SETN三立新聞網 URL: https://www.tagtoo.com/blog/data-partner-setn | Date: 2023-10-11 Summary: 前言介紹 在探究消費者行為的過程中，充足的行為數據扮演著至關重要的角色，能協助我們深入瞭解消費者的行為模式。除了擁有可信且有效的數據來源之外，可靠的資料整合與分析能力也是同樣關鍵，如此一來才能確實描繪出消費者在做出購物決策前的完整過程。 ## **前言介紹** 在探究消費者行為的過程中，充足的行為數據扮演著至關重要的角色， 能協助我們深入瞭解消費者的行為模式。除了擁有可信且有效的數據來源之外， 可靠的資料整合與分析能力也是同樣關鍵， 如此一來才能確實 描繪出消費者在做出購物決策前的完整過程。 塔圖的 Data Partner 計劃希望可以集結眾多企業的力量， 藉由數據共享， 來幫助企業在制定行銷策略前能 有更深入的洞察。今天就要來介紹計劃中其中一位數據夥伴： SETN 三立新聞網。 **Data Partner** **簡介** 三立新聞網是台灣前三大新聞網之一，也是台灣第一個全面整合旗下電視頻道內容的網路新聞平台，結合直播、影音、互動、社群等網路媒體元素，即時更新每日國內外重大新聞、政治剖析、國際局勢、社會聚焦、娛樂八卦、財經解盤等豐富內容 ，網羅各社群網站中討論度最高的熱門文章，加上各領域專業的名家特稿，為網友解析趨勢、提供多元觀點。 ## **數據特色介紹** - ** 社群平台及新聞影響力大 ** 三立新聞網擁有卓越的新聞製作能力，其內容豐富多元，並在社群媒體平台如 Facebook 、 Youtube 上 經營有成，追蹤訂閱用戶數均超過 200 萬， 本身即握有十分充足且形象鮮明的客群基數；不僅如此 ， 三立新聞網的新聞內容廣泛分布於各大新聞平台，包括 Facebook 、 Google 、 Yahoo 、 LINE TODAY 、 MSN News 等 ，代表在多個平台上其新聞內容能夠有效覆蓋及大量曝光，所觸及到的受眾自然不計其數。 - ** 網站上的使用者人數眾多且輪廓清晰 ** 三立新聞網每日提供大量的新聞時事內容，因此網站上每月的不重複造訪人數超過 1200 萬人次、新聞總瀏覽次數高達 1.48 億次、新聞總瀏覽時間最高曾經達 7.9 億分鐘，這些數據資料至今都仍在持續累積中，反映出訪客互動上的活躍程度；網站上受眾的男女比例十分平均， 且 7 成以上為 25~45 歲的青年族群。豐富的數據資料及清晰的受眾輪廓，可以有效幫助各品牌大規模找到潛在客戶。 - ** 數據資料類型多元 ** 三立新聞網所提供的內容主題範圍廣泛，無論是嚴肅的社會議題或是輕鬆的寵物話題，都能在網站上快速找到相關資訊 ，因此該網站上的受眾群體呈現極大的多樣性。塔圖會根據使用者在平台上的瀏覽、點擊等行為，將受眾依據共同的特點分群分類打包，像是近期有瀏覽過旅遊相關文章的人或房產相關文章的人，我們會分別打包成不同的受眾包，讓品牌可以根據自己的需求選擇想要的受眾，精準地將行銷活動投放給潛在客戶。 我們很榮幸能邀請三立新聞網成為塔圖 Data Partner 計劃的一份子，為塔圖數據資料庫注入更多新血。通過共享數據資源、技術和知識，相信在未來我們的合作能協助更多商家獲益。 ## 數據標籤(Data Labeling): 推動機器學習效能與市場策略的引擎 URL: https://www.tagtoo.com/blog/data-labeling | Date: 2023-09-15 Summary: 機器學習(Machine Learning)已徹底改變了計算機在處理數據分析、影像辨識、自然語言處理等問題的方式。透過龐大的數據量，機器學習演算法可以有效檢測數據模式，作出有用的預測。但是從大量數據到機器學習的過程中，有一項常被忽略，卻又至關重要的環節，那就是——數據標籤（Data Labeling）。 **機器學習(Machine Learning)已徹底改變了計算機在處理數據分析、影像辨識、自然語言處理等問題的方式。透過龐大的數據量，機器學習演算法可以有效檢測數據模式，作出有用的預測。但是從大量數據到機器學習的過程中，有一項常被忽略，卻又至關重要的環節，那就是——數據標籤（Data Labeling）。** **雖然並不是所有的機器學習方法都需要加入被標籤的數據，但是以預測精準度來說，數據標籤能夠幫助不斷優化及提升機器學習的精確率，是[監督式機器學習](https://www.tagtoo.com/blog/AI-1)(Supervised Machine Learning)的重要過程。** **你可能感興趣的內容>> [消費者行為定位指南：掌握關鍵特徵，精準描繪消費者輪廓](https://www.tagtoo.com/blog/behavioral-targeting)** ## **什麽是數據標籤？** **數據標籤的核心是在原始數據和對其進行理解的算法之間架起一座橋梁。資料科學家利用他們的領域知識和專業技能，對數據進行細致的標注和分類，確保演算法能夠有效地被掌握和解釋。為了保證準確性和精確性，數據公司會實施嚴格的質量管控，並聘用訓練有素的機器學習工程師。** ## **增強機器學習應用的能力** **數據標籤的強大之處在於它能夠增強各種[機器學習應用](https://www.tagtoo.com/blog/DL)。從圖像識別——情感分析——內容分類——用戶分析，數據標籤構成了這些流程的支柱。通過機器學習自動進行內容分析，可以簡化行銷人員的工作難度，並有效獲得新興趨勢的寶貴見解。此外，還可以向客戶提供個性化體驗，使企業能夠建立更深層次的客戶聯繫並提高客戶忠誠度。有了唾手可得的數據驅動決策，廣告商和行銷人員就能預先針對行銷策略進行優化，以獲得最大化的效益。** ** ## 有標籤與無標籤的數據 雖然有標籤數據（Labeled Data)和無標籤數據( Unlabeled Data）在機器學習中都有用武之地，但了解兩者之間對於機器學習的結果有很大的影響。 有標籤的數據是監督學習的關鍵要素，在監督學習中，演算法從帶有預定義標籤且定義明確的數據集中學習，這種類型的數據在獲取和存儲方面更具挑戰性，因為它需要人工標籤，成本相對高。然而，從標籤數據中獲得的洞察力非常寶貴，可使企業根據機器學習模型生成的模式和預測採取明智的行動。 塔圖數據資料庫中所有的預測數據，都是以監督式學習演算法完成的，這麼做的目的在於確保預測結果的精確度。我們知道消費者的購買訊號是非常複雜的，因此透過預先大量的數據標籤，能夠找出真正具有購買力的族群，對於電商而言也是比起大海撈針更有效的作法。 你可能感興趣的內容>> [怎麼讓品牌數據資料創造出最大價值?](https://www.tagtoo.com/blog/lta-1) 另一方面，無標籤數據在非監督學習中也很有用。在非監督學習中，演算法分析數據時沒有預定義標籤。雖然這種類型的數據更容易獲得，但它缺乏標籤數據所提供的上下文信息。盡管如此，非監督學習在發現隱藏模式、數據聚類和發現新見解方面發揮著重要作用，是對從有標籤數據中獲得的知識的補充。 ## 數據標籤的好處 首先，準確的數據標籤可保證機器學習演算法的質量，使模型能夠有效訓練並生成預期輸出。通過為數據提供必要的上下文和結構，帶有標籤的數據集讓演算法能夠做出更精確的預測和明智的判斷。 此外，數據標籤還能提高模型中數據變量的可用性。通過對變量進行深思熟慮的分類和再分類，可以優化數據以便機器學習算法使用。例如，將分類變量轉換為二進制變量可簡化建模過程，降低複雜性，並可納入控制變量。通過這種方式聚合數據，模型變得更加高效，並能產生更多可操作的見解。 無論您是在構建需要圍繞對象建立邊界框的AI視覺模型，還是在構建用於情感分類的NLP模型，利用高品質的數據都是至關重要的。數據標籤是創建可靠、準確模型的基石，為AI視覺化、自然語言處理和其他眾多人工智能驅動的應用取得突破的可靠道路。 ## 數據標籤在市場中的應用  訓練機器學習模型： 數據標籤對於資料科學家在訓練機器學習模型已進行使用者行為預測上非常有用。在廣告的使用者識別(User Unify)中，數據標籤有助於識別和標註使用者的特征、行為等，幫助機器學習的預測更加精準。例如，塔圖資料工程師在預測資料受眾包(Label Target Audience)上就大量採用數據標籤，針對過去14天的資料進行數據標籤，讓模型能透過大量資料的學習，預測未來7天消費者的購買行為。 你可能感興趣的內容>> [如何用深度學習(Deep Learning)實現自動預測廣告受眾？簡單範例教你看懂深度學習！](https://www.tagtoo.com/blog/deep-learning) 資料歸類和數據洞察： 數據標籤有助於對文章、產品或媒體內容等進行分類。數據分析師可以使用標籤數據自動進行內容分類、分析趨勢，並根據特定類別或主題提供個性化內容。例如，塔圖資料受眾包同樣以數據標籤針對龐大資料庫進行受眾分析，數據橫跨約28種產業，超過300種受眾，讓廣告主能夠自由使用。 ## 結論 隨著機器學習、自然語言處理和語音識別等新興技術的突破，準確數據標籤將變得更加重要。善用數據標籤功能的企業將獲得競爭優勢，因為他們可以獲得可操作的洞察力，優化內容策略，並提供吸引目標受眾的個性化體驗。通過採用數據標籤，企業可以在當今數據驅動的世界中做出決策，並與客戶建立有意義的溝通聯繫。 ** ## Enhancing Machine Learning Accuracy and Efficiency through Data Labeling URL: https://www.tagtoo.com/en/blog/data-labeling-en | Date: 2023-09-15 Summary: In the rapidly evolving field of technology, where machine learning algorithms play a crucial role in driving business growth, the importance of data labeling cannot be overstated. Data labeling, a process of assigning predefined tags or annotations to data for training machine learning models, holds the key to unlocking the true potential of AI-driven solutions. **In the rapidly evolving field of technology, where machine learning algorithms play a crucial role in driving business growth, the importance of data labeling cannot be overstated. Data labeling, a process of assigning predefined tags or annotations to data for training machine learning models, holds the key to unlocking the true potential of AI-driven solutions.** **While not all machine learning methods require labeled data, data labeling plays a vital role, especially in enhancing predictive accuracy. It contributes to the continuous optimization and improvement of machine learning accuracy, particularly in the context of [supervised machine learning.](https://www.tagtoo.com/en/blog/AI-1-EN)** **You may be interested >> [A Guide to Behavioral Targeting](https://www.tagtoo.com/en/blog/behavioral-targeting-en)** ** ## What is Data Labeling? At its core, data labeling serves as a bridge between raw data and the algorithms that make sense of it. It involves expert annotators, leveraging their domain knowledge and expertise, to meticulously tag and categorize data points, ensuring that algorithms can grasp and interpret the information effectively. In order to guarantee accuracy and precision, reputable data labeling companies or platforms implement rigorous quality control measures and employ highly trained annotators. ## Empowering Machine Learning Applications The power of labeled data lies in its ability to enhance a wide range of [machine learning](https://www.tagtoo.com/en/blog/AI-EN) applications. From image recognition and sentiment analysis to content categorization and user profiling, labeled data forms the backbone of these processes. By automating content sorting, marketers can streamline their operations and gain valuable insights into emerging trends. Furthermore, personalized experiences can be delivered to customers, enabling businesses to forge deeper connections and drive customer loyalty. With data-driven decisions at their fingertips, advertisers and marketers can optimize their campaigns for maximum impact. ## Labeled Data vs Unlabeled Data While both labeled and unlabeled data have their place in machine learning, it is essential to understand the distinction between the two. Labeled data is a key ingredient in supervised learning, where algorithms learn from a well-defined dataset with predefined labels. This type of data is more challenging to acquire and store, as it requires human effort and is often cost-intensive. However, the insights derived from labeled data are invaluable, enabling businesses to take informed actions based on the patterns and predictions generated by machine learning models. On the other hand, unlabeled data finds its utility in unsupervised learning, where algorithms analyze data without predefined labels. Although this type of data is easier to obtain, it lacks the contextual information that labeled data provides. Nonetheless, unsupervised learning plays a vital role in discovering hidden patterns, clustering data, and uncovering new insights, complementing the knowledge gained from labeled data. You may be interested >> [How to maximize the value generated by brand data?](https://www.tagtoo.com/en/blog/lta-2) ## Benefits of Data Labeling Data labeling brings forth an array of benefits for users, teams, and companies alike, revolutionizing the way machine learning models are trained and deployed. Firstly, accurate data labeling ensures the quality assurance of machine learning algorithms, allowing models to train effectively and generate the expected output. By providing the necessary context and structure to the data, labeled datasets empower algorithms to make precise predictions and informed decisions. Moreover, data labeling enhances the usability of data variables within a model. Through thoughtful classification and reclassification of variables, data can be optimized for consumption by machine learning algorithms. For instance, transforming a categorical variable into a binary variable streamlines the modeling process, reducing the complexity and enabling the inclusion of control variables. By aggregating data in this manner, models become more efficient and can generate more actionable insights. Whether you are building computer vision models that require bounding boxes around objects or NLP models for sentiment classification, the utilization of high-quality data is paramount. Data labeling serves as the bedrock for creating reliable and accurate models, paving the way for breakthroughs in computer vision, natural language processing, and a multitude of other AI-driven applications. ## The Utilizes of Data Labeling in Marketing  Training Machine Learning Models: Data labeling is essential for training machine learning models used in various marketing applications. For example, in user recognition for ad targeting, data labeling helps identify and annotate user’s features. In natural language processing for sentiment analysis, data labeling involves labeling text data with sentiment categories (positive, negative, neutral). Content Categorization and Classification: Data labeling assists in categorizing and classifying content, such as articles, product descriptions, or social media posts. Marketers can use labeled data to automate content sorting, analyze trends, and deliver personalized content based on specific categories or topics. User Profiling and Personalization: Labeled data on user behaviors, preferences, and demographics can be used to create user profiles and segments. Marketers can leverage this information to deliver targeted advertisements, product recommendations, or personalized experiences tailored to specific user groups. You may be interested >> [How Deep Learning for Buying Behavior Prediction](https://www.tagtoo.com/en/blog/deep-learning-en) ## The Verdict In conclusion, data labeling has become an integral part of modern marketing strategies. From training machine learning models to content categorization and user profiling, data labeling empowers marketers to leverage the full potential of their data. By embracing data labeling, businesses can make data-driven decisions, stay ahead of the curve, and create meaningful connections with their customers in today's data-driven world. ** ## Extending Second-Party Data: How to Utilize It for Your Own Benefit? URL: https://www.tagtoo.com/en/blog/second-party-en | Date: 2023-09-07 Summary: What is second-party data? Second-party data refers to data obtained not from one's own company but from a collaborating business entity. In other words, the data was data acquired from a partner company. For instance, when two companies have data sharing and exchange agreements, they collaborate mutually. Through this cooperative approach, Company A can provide the audience data it collects to Company B, making this data classified as second-party data for Company B. ### **What is second-party data?** **Second-party data refers to data obtained not from one's own company but from a collaborating business entity. In other words, the data was data acquired from a partner company. For instance, when two companies have data sharing and exchange agreements, they collaborate mutually. Through this cooperative approach, Company A can provide the audience data it collects to Company B, making this data classified as second-party data for Company B.** ### **[Why is second-party data important?](https://permission.io/blog/second-party-data/)** **In 2018, the Big Data company reported a 460% increase in participants in the second-party data market. This means that more and more companies are recognizing the value brought to their organizations and are willing to invest in and engage in this field. Here are three key reasons why second-party data is important:** - **Enriched Data: Second-party data can enhance a company's existing data assets by providing more valuable customer data. This enables companies to reach a larger pool of potential customers and effectively expand their customer base.** - **Higher Data Quality: Second-party data is often more accurate and trustworthy compared to third-party data because the source of the data is clear. This higher data quality can lead to more reliable insights and decision-making.** - **Cost Efficiency: Acquiring large-scale data is typically a time-consuming and costly endeavor for most businesses. Collaborating with other companies for second-party data can be a cost-effective way to access valuable data resources.** ### **How can second-party data be applied?** **Second-party data can be used by brands to gain access to valuable data that can benefit their business development. By leveraging data from other companies, brands can identify consumers who may be interested in their products. They can then target these audiences precisely through advertising or email marketing campaigns. This data-driven approach increases the likelihood of acquiring new customers and expanding the brand's reach in a scientifically logical manner.** ### **Tagtoo's efforts in second-party data:** **Tagtoo has recently partnered with different companies from different industries as data partners. The primary focus of these collaborations is to share second-party data. We use data analysis techniques to categorize user behaviors on partner websites and package them into audience segments that help with marketing activities. This helps brands identify the specific audience types they are looking for and fully harness the power of data. Examples of audience segments include consumers with recent purchase intent for curtains/shower curtains and consumers with recent purchase intent for athletic shoes.** **Our current data partners include [4gamers](https://tagtoo.com/en/blog/tagtoo-data-partner-4-gamers), SET News Network, Cmoney, and Price-comparison websites such as Feebee. These partnerships span across many different industries, including Gaming Lifestyle media, news websites, financial and wealth management companies, and price-comparison websites. This diversity in data types allows us to assist multiple brands in reaching their target audiences effectively.** ### **How can brands benefit from second-party data?** **While second-party data is valuable, many businesses in Taiwan may not have a clear understanding of how to utilize this type of data cooperation to benefit their brands. Tagtoo's audience segments are created using machine learning, which categorizes, labels, and packages a data partner's data into audience segments. Each audience segment represents consumer interests across multiple industries and products. Brands can choose the audience segments they want and use them in their advertising campaigns, effectively targeting potential customers.** **For example, if you are a manufacturer of bathroom products, you can extract an audience segment from a price comparison website that consists of consumers with recent purchase intent for toilets/toilet seats. You can then use this audience segment for Facebook advertising to attract consumers who are currently interested in purchasing bathroom products.** **Second-party data is undoubtedly important, but the key lies in how it is effectively utilized. Only by appropriately processing and applying this data can its true value be realized. Otherwise, valuable data may remain untapped because no one understands how to properly handle and apply it, leaving it as dust that could have been refined into gold.** **📌 More Related Articles for Reference:** **✅ [Zero, First, Second, and Third-Party Data: What are the Differences? How Should Marketing Apply Them?](https://tagtoo.com/en/blog/zero-first-second-and-third-party-data-en)** **✅ [What is Second-Party Data?](https://tagtoo.com/en/blog/tagtoo-data-partner-4-gamers)** **✅ [Emerging Uses and Functions of Second-Party Data](https://www.epsilon.com/us/insights/blog/the-emerging-use-and-function-of-second-party-data)** ## 第二方數據延伸：如何將它站資料化為己用？ URL: https://www.tagtoo.com/blog/second-party | Date: 2023-09-07 Summary: 第二方數據是什麼? 不是由自身企業所取得的數據，而是從合作企業方獲得的數據，就是第二方數據。舉例來說，兩家公司之間有數據共享及數據交換的協議，透過這樣互利共生的合作方式，使A公司可以將收集到的受眾數據，給予合作中的B公司使用，對於B公司來說這樣的數據資料就是第二方數據。 ### **第二方數據是什麼?** **不是由自身企業所取得的數據，而是從合作企業方獲得的數據，就是第二方數據。舉例來說，兩家公司之間有數據共享及數據交換的協議，透過這樣互利共生的合作方式，使A公司可以將收集到的受眾數據，給予合作中的B公司使用，對於B公司來說這樣的數據資料就是第二方數據。** ### **第二方數據為什麼重要?** **2018年，一家大型的數據公司表示在第二方數據市場方面的參與者數量增長了460%，這也代表了越來越多的公司意識到它可以為自身組織帶來價值，因此願意投入並參與到這個領域中。以下是第二方數據的三大重要原因:** - **數據更佳豐富：第二方數據可以豐富公司現有的數據資料，提供更多有效的客戶數據，讓公司可以獲得更多潛在顧客，並有效擴大自己的客戶規模。** - **數據品質較佳：第二方數據通常比第三方數據更精準、值得信賴，因為可以清楚知道數據的來源。** - **成本效益問題：一般企業想要獲得大規模的數據資料並不容易，需要花費大量時間累積資料，因此與其他公司合作會是最符合成本的方法。** ### ****[第二方數據可以怎麼應用？](https://permission.io/blog/second-party-data/)**** ****第二方數據可以讓品牌得到更多益於企業發展的數據，像是透過其他公司的數據資料可以讓品牌找到那些可能對自身產品有興趣的消費者，並透過廣告或EDM等行銷方式對這些受眾精準出擊，以這樣有科學邏輯性的方式來找客戶，能大機率提升品牌獲得新客的機會，並進一步擴大企業規模。**** ### ****塔圖在第二方數據上的努力？**** ****塔圖近期與多家不同領域的企業成為數據夥伴(data partner)，這項合作的主要內容就是關於共享第二方數據，我們運用數據分析技術將合作夥伴網站上的使用者行為分類，並打包成有利於行銷活動的受眾包，以此來幫助更多的品牌企業找到他們想要的受眾類型，完整發揮數據的力量。受眾包範例：近期對拉門/浴簾有購買意圖的消費者、近期對運動鞋有購買意圖的消費者。**** **** 我們目前合作中的data partner有[三立新聞網](https://www.tagtoo.com/blog/data-partner-setn)、[Cmoney](https://www.tagtoo.com/blog/data-partner-c-money)、[飛比價格](https://www.tagtoo.com/blog/data-partner-feebee)等，這些企業跨越了產業的限制，從Gaming Lifestyle媒體、新聞網、金融理財公司到比價網站都有，也代表了我們擁有的數據資料類型十分多元，能幫助到各種品牌類型。 品牌如何透過第二方數據獲益？ 雖然第二方數據很重要，但在台灣還是很多商家對於這類型數據合作沒有太多概念，甚至也不知道該怎麼應用來實際幫助品牌自身。塔圖的受眾包是透過機器學習將data partner的數據分類、標籤、打包成一包包的受眾包，每一包的受眾包都是對不同產業類型、不同產品感興趣的消費者，可以讓品牌自行選擇想要的受眾並運用在廣告投放中，有效幫助廣告活動精準曝光給潛在客戶。 舉例：如果你是一家衛浴用品的廠商，你可以從比價網的受眾中，提取近期對馬桶/馬桶座有購買意圖的消費者，拿這個受眾包來投FB廣告，便可以吸引到最近有意圖想購買衛浴用品的消費者。 第二方數據固然重要，但如何妥善運用才是重中之重，唯有將這些數據資料適當的處理並應用，才能發揮屬於他真正的價值；否則這些數據只會因為沒有人懂得該怎麼做後續的處理及應用，而成為有價值卻無法被提煉成黃金的塵土。 ** ** **📌更多相關文章參考:** **✅[【零方，第一方，第二方和第三方數據：有什麼不同？行銷該如何應用？】](https://tagtoo.com/blog/Zero-First-Second-Third-Party-Data)** ✅[【什麼是第二方數據？】](https://www.acxiom.co.uk/second-party-data/)[ ](https://www.acxiom.co.uk/second-party-data/) **✅[【第二方數據的新興用途和功能】](https://www.epsilon.com/us/insights/blog/the-emerging-use-and-function-of-second-party-data)** ## What is data lake? URL: https://www.tagtoo.com/en/blog/what-is-data-lake | Date: 2023-08-25 Summary: Data is highly valuable for businesses as it provides objective insights to facilitate informed decision-making. However, large enterprises confront the challenge of managing and harnessing the influx of vast amounts of data. In this context, the concept of a \"data lake\" has emerged as a solution, offering businesses a flexible, scalable, and powerful data architecture. This article delves into what a data lake is and how it assists enterprises in achieving their objectives. **Data is highly valuable for businesses as it provides objective insights to facilitate informed decision-making. However, large enterprises confront the challenge of managing and harnessing the influx of vast amounts of data. In this context, the concept of a "data lake" has emerged as a solution, offering businesses a flexible, scalable, and powerful data architecture. This article delves into what a data lake is and how it assists enterprises in achieving their objectives.** **What is a Data Lake?** **A data lake is a repository for storing extensive volumes of data. It can house a wide variety of data from different sources within an enterprise. This allows for easy retrieval of data when needed, facilitating efficient analysis and informed decision-making.** **Having a data lake not only enables internal storage of diverse data within a business but also fosters information flow and sharing across departments. This prevents businesses from encountering data silos. Employees at all levels of the organization can access relevant data from other departments based on their operational needs, conduct in-depth analysis, and formulate effective strategies.** **Data Warehouse vs. Data Lake:** **Data Warehouse and Data Lake are both storage solutions, although they exhibit significant differences in terms of usage.** **Data Warehouse: Due to system constraints, data stored in a data warehouse must adhere to strict structuring requirements. This implies that only data with consistently structured formats can be stored in a data warehouse. Not all types of data can be accommodated in a data warehouse.** **Application: Since the data in a data warehouse is pre-organized, it can be directly utilized in data visualization software (e.g., Looker Studio) for analysis.** ** Data Lake: The system does not impose any specific format requirements for data, enabling storage of data with varying structures. Data can be ingested into a data lake without the need for prior organization or cleaning, accommodating the diverse forms of structured and unstructured data. Application: As any type of data can be stored in a data lake, it serves as an extensive repository. This is advantageous for data scientists who can access data from the data lake for activities such as machine learning and data analysis. Both storage spaces have their own strengths and distinct applications. They complement each other, and there isn't a straightforward "better than the other" determination; rather, they serve different purposes in a complementary manner. Advantages of a data lake: 1. Effective Business Operations Management: Data lakes enable more efficient management of company operations through better utilization of data. 2. Predictive Models for Customer Segmentation: By employing predictive models based on purchasing behavior, customers with similar preferences can be categorized, increasing the effectiveness of targeted advertising efforts. 3. Risk Management and Fraud Detection: Utilizing the vast volume of data in a data lake can lead to the training of models that assist businesses in risk management and detection of potential fraud. 4. Breaking Data Silos: Different data sets can be consolidated within a single data repository, breaking down data silos and facilitating better cross-functional insights. Disadvantages of a data lake: 1. Data Disorder Impeding Utilization: Due to the unstructured nature of the data often stored in data lakes, it can be challenging to effectively use the data. The disorderly internal data may leave technical personnel unsure about where to start when attempting to utilize. 2. Requirement for Technical Expertise: Since the nature of analysis varies depending on the content, individuals must identify and adopt the appropriate technologies to organize and analyze data according to their specific goals. 3. Cost Implications: If an enterprise has extensive data storage needs, it might incur additional costs associated with maintaining and managing the data lake. In summary, data is an indispensable storage space for modern businesses. When utilized effectively, the data within a data lake can facilitate internal data circulation within an enterprise and allow for the extraction of specific data for algorithms and analyses that reveal complex business insights not easily discoverable by humans. However, these promising visions depend on a company's ability to harness the data lake's information. Given the diverse and intricate nature of the data, failure to organize and apply it effectively could relegate the data lake to a mere repository of data, succumbing to the "garbage in, garbage out" principle. Without the ability to differentiate the valuable from irrelevant data, inputting meaningless information will only yield meaningless results, failing to provide any meaningful assistance to the enterprise. ** ## 大數據時代下必須了解的數據湖 URL: https://www.tagtoo.com/blog/datalake | Date: 2023-08-25 Summary: 數據對企業來說非常重要，因為它能提供客觀的訊息洞察力，幫助企業做出明智的決策。但是龐大企業面臨著大量數據的湧入，如何有效地管理和利用這些數據成為了一項關鍵挑戰。在這個背景下，「數據湖」概念應運而生，為企業提供了一種靈活、擴展性強且功能強大的數據架構。這篇文章將帶你深入了解什麼是數據湖以及它如何幫助企業實現目標。 **數據對企業來說非常重要，因為它能提供客觀的訊息洞察力，幫助企業做出明智的決策。但是龐大企業面臨著大量數據的湧入，如何有效地管理和利用這些數據成為了一項關鍵挑戰。在這個背景下，「數據湖」概念應運而生，為企業提供了一種靈活、擴展性強且功能強大的數據架構。這篇文章將帶你深入了解什麼是數據湖以及它如何幫助企業實現目標。** **數據湖是什麼?** **數據湖是一個儲存大量數據資料的地方，他可以存放企業各式各樣的資料，讓未來有需要這些資料時，能夠從資料庫中找到資料並在有效分析後做出最佳決策。** **擁有數據湖不僅能讓企業內部儲存各類的數據資料，還能促進跨部門間的資訊流通及共享，讓企業免於面臨數據孤島的狀況，且企業上下人員都能根據自己的業務需求，去找到其他部門相對應的數據資料進行深入分析，並擬定出有效的策略。** ## **數據倉庫v.s.數據湖?** **數據倉庫是一個跟數據湖極相似的存在，雖然都是儲存資料的地方，但是在使用上卻有不小的差異!** ** 數據倉庫:由於系統的關係，所以所儲存的資料都需具備嚴格的架構，這也代表數據倉庫要求只能允許相同結構化的數據儲存，並不是所有資料都能放進數據倉庫中。 應用:因為是已經整理好的資料，所以能直接將數據倉庫中的資料，放入數據視覺化軟體中(例如：Looker Studio)進行分析。 數據湖:系統並沒有要求資料的形式，因此任何結構的資料都可以放入數據湖中，不須預先針對要放入的資料做整理或清潔，數據湖都可以包容各種架構類型的資料。 應用:由於任何資料都能放入數據湖中，因此數據湖是一個極為龐大的數據資料庫，這也有利於數據科學家在數據湖中找資料，去進行機器學習、資料分析。 兩種儲存空間都有各自的優點，也有不同的應用方式，可以說是相輔相成的關係，並沒有誰優於誰的問題。 ## 數據湖的優點? - 能夠利用數據更有效的管理公司業務營運。 - 使用購買行為的預測模型，將喜歡同一類商品的客戶分類出來，並藉此改善廣告投放的方向。 - 利用數據湖大量數據資料可以訓練出模型，幫助企業進行風險管理、詐欺可能性檢測。 - 將不同的數據內容放到單個資料儲存庫中來打破數據孤島。 ## 數據湖的缺點? - 數據雜亂無法有效利用。因為放入的大多是未經整理的數據，當要使用時可能會因為內部資料雜亂無章，而導致技術人員不知道該從哪裡開始使用。 - 需要自行找到技術去分析資料。因為想要分析的內容不同，所以必須依照各自的目標，去找到相對應的技術去整理並分析資料。 - 費用問題。如果企業對於數據的存放需求過大，那麼可能會需要花一筆錢去額外付數據湖的錢。 ## 總結 數據湖是現代企業必不可少的數據儲存空間，如果能妥善運用數據湖中的數據資料，不僅能幫助企業內部資料流通，還能在有需要時提取出特定數據進行演算，並分析出很難透過人類發現的業務觀點，不過這些美好的願景都取決於企業需要懂得使用數據湖的資料，畢竟其中的資料型式複雜多樣，如果無法有效整理並應用這些資料，那麼數據湖最終只會淪為數據的垃圾場，而數據分析最害怕的就是garbage in garbage out，當無法辨別哪些數據有用或無用時，輸入無意義的資料也只會輸出無意義的結果，沒辦法為企業提供助力! ** ## Data Partner Introduction: Feebee URL: https://www.tagtoo.com/en/blog/data-partner-introduction-feebee | Date: 2023-08-17 Summary: In the context of consumer behavior analysis, having consistent shopping behavior data is a crucial key to understanding consumer behavior. In addition to possessing robust data integration and analytical capabilities, gaining insight into the process leading up to consumer shopping decisions requires reliable and effective sources of data. **In the context of consumer behavior analysis, having consistent shopping behavior data is a crucial key to understanding consumer behavior. In addition to possessing robust data integration and analytical capabilities, gaining insight into the process leading up to consumer shopping decisions requires reliable and effective sources of data.** **The Data Partner Program by Tagtoo aims to harness the collective strength of numerous businesses to facilitate data sharing, enabling companies to gain deeper insights when formulating marketing strategies. In the following, we will introduce one of the data partners within the program: Feebee.** ## **Data Partner Introduction** **Feebee is Taiwan's largest online product search engine, centered around cutting-edge technologies such as advanced search, big data, and AI. The platform aggregates product information from branded shopping and auction websites. Leveraging its proprietary personalized recommendation algorithm system and comprehensive price comparison capabilities covering millions of products across the entire web, Feebee assists consumers in quickly and conveniently finding the products they need.** ## **Data Feature Introduction** - **Platform with a Large User Base** **The platform boasts a substantial user base, with approximately 8 million unique visitors per month engaging in product price comparisons and searches. Moreover, downloads of the Feebee app across both platforms have surpassed 3.3 million, achieving an impressive year-over-year growth rate of 10%. Feebee is not only an indispensable component of the decision-making process for general consumers in their online shopping endeavors but has also been recognized with the Google Innovation Award for its distinguished price comparison and search technology services.** ** - Consumer Decision Data: Closest to Checkout Shopping Behavior Consumer decision data, particularly centered around price comparisons, plays a pivotal role in the final stages of the checkout process. Whether it be for everyday items or high-value products, consumers prioritize the best shopping experience during this phase, considering factors like discounts, loyalty points, and shipping services. This behavior highlights an opportunity for brands to enhance their differentiation and cater to consumer preferences, ultimately influencing their purchasing decisions. - Wide-Range Audience Appeal, Suitable for Various Advertisers With an extensive dataset covering over 30 categories and 276 product classifications, the Feebee accommodates a diverse audience interested in specific. Leveraging de-identified behavioral tags and AI-driven audience data, advertisers can refine their marketing strategies and allocate resources more precisely, facilitating efficient and targeted communication across desired audience segments. We are delighted to have Feebee join the Tagtoo Data Partner Program, providing fresh insights into the Tagtoo data repository. By sharing data resources, technology, and knowledge, we believe that our collaboration will not only enhance partnerships but also benefit a wider range of businesses in the future. ** ## Data Partner介紹：飛比 URL: https://www.tagtoo.com/blog/data-partner-feebee | Date: 2023-08-17 Summary: 對於消費者行為分析而言，充足的購物行為數據是理解消費者行為的重要關鍵。掌握消費者在購物決策前的歷程，除了要擁有強大資料統整與分析能力之外，更需要可靠、有效的數據來源。 ## ****前言介紹**** ****對於消費者行為分析而言，充足的購物行為數據是理解消費者行為的重要關鍵。掌握消費者在購物決策前的歷程，除了要擁有強大資料統整與分析能力之外，更需要可靠、有效的數據來源。**** **** 塔圖的Data Partner計劃希望可以集結眾多企業的力量，使數據得以共享，幫助企業在制定行銷策略前有更深入的洞察。以下就要來介紹計劃中其中一位數據夥伴：飛比價格(Feebee)**** ## **Data Partner簡介** **飛比價格是台灣最大的商品搜尋引擎，以研發搜尋、大數據及AI等先進網路技術為核心，收錄來自品牌官網、購物平台及拍賣網站的商品資訊。藉由自主開發的個人化推薦演算法系統，與全網數億件商品的比價功能，幫助消費者更快速、便利找到自己需要的商品。** ## **數據特色介紹** - **平台使用者眾多** **每月不重複訪客約800萬進站搜尋商品進行比價，且飛比 APP 雙平台的下載次數已突破330萬次、YoY達10%。飛比價格不僅是大眾消費者在網購決策中不可或缺的一環，比價與搜尋技術服務更獲得 Google 創新大獎的肯定。** ** - 消費者決策數據最接近結帳前的購物行為 虛實交錯的渾沌歷程已成為當今消費者購物的常態。但不論是決策程度較低的日常用品，抑或是需要來回評估的高單價商品，比價是對價格與評論敏感的消費者在結帳前的最後一個步驟。這個階段的消費者選擇焦點已聚焦在「獲得最佳購物體驗」，包含信用卡優惠、消費點數、運送服務...等。因此對特定類別商品有比價行為的消費者，可能正開始嘗試使用或已經養成使用的習慣。這意味著品牌在行銷佈局上僅需加強形塑品牌差異化即能爭取消費者的偏好。 - 受眾廣泛，適合各類型廣告主 飛比價格所收錄的破數億件商品，橫跨超過30種類型、共276種分類產品，這代表透過飛比的數據能有效接觸對特定商品感興趣的受眾。經過去識別化行為標籤及AI模型運算後的受眾資料，能幫助廣告主更精準規劃行銷策略並配置資源，更有效率與目標分眾溝通。 我們很榮幸能邀請飛比價格成為塔圖Data Partner計劃的一份子，為塔圖數據資料庫注入更多新血。通過共享數據資源、技術和知識，相信在未來我們的合作能協助更多商家獲益。 ** ## Tagtoo數據合作夥伴：CMoney URL: https://www.tagtoo.com/blog/data-partner-c-money | Date: 2023-08-09 Summary: CMoney以技術創新為核心，開發了先進的高速回測系統和決策分析工具，支援國內外400多家法人投資機構，協助其更有效率地提升交易績效，目前市佔率已超過九成。 **隨著科技的高速發展，金融投資產業也越來越普及，面向的受眾廣泛。如今無論收入高低、年齡長幼，民眾的投資理財意識都越來越高。我們今天所要介紹的數據夥伴，他們在這個領域中扮演著重要的角色，引領著理財革命的潮流。** **塔圖的Data Partner計劃希望可以集結眾多企業的力量，使數據得以共享，幫助企業在業務上有更深入的洞察。以下就要來介紹計劃中其中一位數據夥伴：CMoney** **CMoney簡介** **CMoney以技術創新為核心，開發了先進的高速回測系統和決策分析工具，支援國內外400多家法人投資機構，協助其更有效率地提升交易績效，目前市佔率已超過九成。此外，CMoney也同時面向消費者，旗下開發多款理財、投資、金融相關軟體，提供豐富多樣的金融資訊，包含投資理財課程、講座、股市消息等，每月吸引大量使用者造訪網站。** **CMoney數據資料優勢** ** - 龐大的會員數及市佔率 CMoney網站至今會員人數已突破600萬人次，每月APP活躍用戶約350萬，是全台規模最大的理財軟體公司。公司秉持解決用戶問題的原則，不斷努力提供優質的金融資訊和服務，以滿足用戶的需求。CMoney提供了大量投資理財相關知識、課程及講座，並致力於建立一個活躍的投資社群，讓用戶可以分享知識、交流經驗，共同成長和提升投資能力。 - 海量數據資料分析 CMoney財經網站每日免費提供最新的財經股市資訊，每月有超過8000萬次的龐大流量，頻繁的數據更迭非常有助於資料分析工作。塔圖資料分析師根據CMoney網站上的內容進行分類，由於使用者行為數據量龐大，因此分析出來的受眾也相當可觀。 - 聚焦於理財投資需求 CMoney專門為大眾提供便利的投資理財資訊及服務，也因此網站上的受眾傾向非常明確，非常適合金融投資業相關的企業。同時，這也意味著網站受眾是相對更有消費力的族群，廣告主不需要擔心廣告費花費在不正確的對象身上。此外，我們能夠根據網站內容將受眾分群分眾，幫助廣告做出更明確的決策。 我們很榮幸能邀請CMoney成為塔圖Data Partner計劃的一份子，為塔圖數據資料庫注入更多新血。CMoney以技術創新、綜合金融服務和用戶導向的經營理念為基石，不斷引領著金融領域的發展，並在投資理財領域中為廣大用戶提供價值和便利，相信在未來我們的合作同樣也能協助更多商家達成目標。 ** ## Tagtoo Data Partner: CMoney URL: https://www.tagtoo.com/en/blog/en-data-partner-c-money | Date: 2023-08-09 Summary: Nowadays, regardless of income level or age, people's awareness of investment and financial management is on the rise. The data partners we are introducing today play a crucial role in this field, leading the wave of financial revolution. Tagtoo's Data Partner Program aims to harness the power of numerous enterprises, enabling data sharing and providing deeper insights into their operations. In this spotlight, we proudly present one of our esteemed data partners: CMoney. **Nowadays, regardless of income level or age, people's awareness of investment and financial management is on the rise. The data partners we are introducing today play a crucial role in this field, leading the wave of financial revolution.** **Tagtoo's Data Partner Program aims to harness the power of numerous enterprises, enabling data sharing and providing deeper insights into their operations. In this spotlight, we proudly present one of our esteemed data partners: CMoney.** **Introduction to CMoney** **CMoney supports over 400 domestic and international corporate investment institutions, holding a market share of over 90%. Furthermore, CMoney also offers a range of financial software for wealth management, investment, and finance. It provides diverse financial information, including investment and financial courses, lectures, stock market news, etc., attracting a significant number of users to its website on a monthly basis.** ** ### Advantages of the CMoney x Tagtoo Data Partnership Large Membership and Market Share: CMoney's website has surpassed 6 million members to date, with approximately 3.5 million active users on the app each month. It stands as Taiwan's largest financial software company. Holding a user-centric approach, CMoney continuously strives to provide high-quality financial information and services to meet user needs. CMoney offers extensive investment and financial knowledge, courses, and lectures. It is dedicated to building an active investment community, allowing users to share knowledge, exchange experiences, and collectively grow and enhance their investment capabilities. Massive Data for Analysis: CMoney's financial website offers daily free access to the latest economic and stock market information, generating over 80 million visits per month. The frequent data updates greatly aid data analysis work. Tagtoo's data analysts categorize the content from CMoney's website. Due to the substantial amount of user behavioral data, the resulting audience analysis is substantial. Focused on Financial and Investment Needs: CMoney specifically provides convenient investment and financial information and services for the general public. It means their data are highly focused and suitable for companies in the financial investment industry. Additionally, it signifies that the website's audience belongs to a relatively affluent demographic, alleviating concerns about ad spending on the wrong targets. Moreover, we can segment and target the audience based on the website content, enabling advertisers to make more informed decisions. We are honored to have CMoney as a part of Tagtoo's Data Partner Program, injecting new vitality into our database. In the realm of investment and financial management, CMoney provides value and convenience to a wide audience. We believe our collaboration will similarly assist more businesses in achieving their goals in the future. ** ## 消費者行為定位指南：掌握關鍵特徵，精準描繪消費者輪廓 URL: https://www.tagtoo.com/blog/behavioral-targeting | Date: 2023-08-02 Summary: 當你有了一家網路商店，以及一筆行銷預算，你會怎麼做？你知道如何讓你的預算發揮最大價值，幫助你定位最有潛力的客群嗎？消費者行為定位可以幫助你區隔以及衡量哪些受眾最有可能購買你的商品，以提供受眾針對性及客製化的內容。 **當你有了一家網路商店，以及一筆行銷預算，你會怎麼做？你知道如何讓你的預算發揮最大價值，幫助你定位最有潛力的客群嗎？消費者行為定位可以幫助你區隔以及衡量哪些受眾最有可能購買你的商品，以提供受眾針對性及客製化的內容。 ** **要執行行為定位，首先必須利用各種數據來了解用戶行為，例如：訪問網站的時間頻次、使用的搜尋字詞、點擊鏈接、網頁停留時間、購買歷史紀錄以及人口統計資訊等等。這些數據可以透過cookies、追蹤像素或者其他追蹤技術來取得。** ** 你可能感興趣的內容>>[怎麼讓品牌數據資料創造出最大價值?](https://www.tagtoo.com/blog/lta-1) 廣告主可以透過這些蒐集到的數據創建用戶檔案及細分市場，根據個人的興趣、偏好、行為進行分組分群。這些資料將是廣告主的重要資產，能夠幫助優化行銷策略，為品牌帶來更多轉換機會。 消費者行為定位為何重要？ 行為定位無論對商家或使用者而言都有一定的好處。對商家而言，消費者行為定位可以幫助他們更容易精準定位已經對商品感興趣的消費者，這有助於更有效應用廣告預算，將成效最大化。對使用者而言，可以避免觀看過多不必要的廣告，影響到個人社群媒體的使用體驗。 你可能感興趣的內容>>[數據科學為什麼對品牌來說很重要?](https://www.tagtoo.com/blog/data-science) 消費者行為定位是一門技術嗎？需要具備哪些條件？ 消費者行為定位最重要的元素包含：數據蒐集、數據分析、受眾細分以及成效衡量，一家數據公司必須具備這些能力，才能確保消費者行為定位的有效性。 行爲定位可能由各種機構來執行，包括廣告商、第二方數據機構以及一些媒體平台。這些機構通常必須具備以下收集和分析用戶數據的技術： 數據分析： 數據分析的熟練程度對於解釋和提取所收集的用戶數據的洞察力至關重要。這包括統計分析、數據挖掘和機器學習技術。 定位技術： 目標技術和工具的知識對於準確收集、跟蹤和分析用戶數據非常重要。這可能涉及使用cookies、跟蹤像素、分析平臺和客戶關係管理（CRM）系統。 隱私合規： 對隱私法規和最佳做法的認識對於確保行爲定位活動符合法律和道德標準至關重要。各實體應瞭解並遵守通用數據保護條例（GDPR）和其他適用的數據保護法等準則。 廣告優化： 掌握廣告活動優化技術是持續改進目標受眾定位的必要條件。這包括積極嘗試A/B測試，性能監測和數據驅動的決策，以優化廣告創意和目標參數。 作爲一家廣告數據公司，Tagtoo在消費者行為定位技術方面有許多寶貴經驗，我們推出了以消費者行為定位為基礎的[LTP(Label Targrt Project)服務](https://www.tagtoo.com/products/label-target-project)，除了將龐大使用者資料分組、分群、貼標以外，還運用AI/ML模型運算，發展出消費者預測的技術。意即我們除了針對過去的使用者進行分析之外，還會額外訓練模型預測未來的消費者取向，提升品牌廣告主接觸新受眾的機會。 消費者行為定位 VS 消費者預測定位 消費者預測定位建立在消費者行爲定位的基礎上，使用相同的數據，並加入[AI/ML模型的應用](https://www.tagtoo.com/blog/AI)，根據過去的數據預測未來的購買行爲。 消費者預測定位側重於未來的行爲，目的是在用戶的行爲或偏好發生之前預測它們。它利用真實的數據和模型演算法來預測和鎖定用戶，幫助商家鎖定更精準的受眾，並提供預計與他們未來需求或興趣相關的內容。 你可能感興趣的內容>>[如何用深度學習(Deep Learning)實現自動預測廣告受眾？簡單範例教你看懂深度學習！](https://www.tagtoo.com/en/blog/deep-learning) 如何選擇目標定位方式？ 消費者預測定位與消費者行爲定位，這兩種策略都有各自的優勢，在不同的場景下都能發揮出有效的作用，廣告主應該根據具體的行銷目標和情況來選擇目標定位方式。 消費者行爲定位利用現有的用戶偏好數據，使廣告主能夠用相關的內容鎖定特定族群。對於那些目標是吸引已經對某一特定產品或服務表現出興趣的用戶的活動來說是非常有效的。然而，對於接觸處於客戶旅程早期階段的用戶，或針對過去數據有限的新客戶，它可能不那麼有效。 反之，消費者預測定位可以利用模型預測模擬出潛在客戶的輪廓，幫助商家有機會接觸更多未知的新客，這對於市場開發以及漏斗上層的行銷就特別有用。 結論 無論行為數據或是預測數據都能夠有效幫助廣告主實現更精準的廣告定位，同時讓使用者體驗到更加個人化的社群媒體服務。更重要的是，身為廣告主請務必了解自身的需求，以及懂得運用數據分析為品牌帶來更高的價值。 ⬇️如果你對消費者行為定位技術感興趣，請填寫以下表單與我們聯繫！ ** ## A Guide to Behavioral Targeting URL: https://www.tagtoo.com/en/blog/behavioral-targeting-en | Date: 2023-08-02 Summary: You have an online shop, you also have an ad budget. But how do you target the most potential customers, to make sure that you have maximized your budget? Behavioral targeting is a way to segment and measure which audiences that are most likely to purchase your products, to deliver targeted advertisements and personalized content. **A Guide to Behavioral Targeting** **You have an online shop, you also have an ad budget. But how do you target the most potential customers, to make sure that you have maximized your budget? Behavioral targeting is a way to segment and measure which audiences that are most likely to purchase your products, to deliver targeted advertisements and personalized content.** **Behavioral targeting utilizes various data points to understand user behavior, such as websites visited, search terms used, links clicked, time spent on certain pages, purchase history, and demographic information. This data is collected through cookies, tracking pixels, or other tracking technologies.** **You may be interested >>[How to maximize the value generated by brand data?](https://www.tagtoo.com/en/blog/lta-2)** ** By analyzing the collected data, advertisers and marketers can create user profiles or segments, grouping individuals based on their similar interests, preferences, or behaviors. These profiles are then used to deliver advertisements that are more likely to resonate with users, increasing the chances of engagement and conversion. What are the benefits of behavioral targeting? Behavioral targeting can be beneficial for both advertisers and users. Advertisers can optimize their advertising budgets by reaching a more relevant audience, potentially increasing conversion rates and return on investment. Users, on the other hand, may benefit from seeing advertisements that align with their interests, leading to a more personalized and engaging online experience. You may be interested >> [Why is Data Science important for brands?](https://www.tagtoo.com/en/blog/data-science-en) What techniques about behavioral targeting? The key components of behavioral targeting involve data collection, data analysis, users segmentation and measurement. A data company must have these abilities to ensure the effectiveness of behavioral targeting efforts. Behavioral targeting can be performed by various entities, including advertisers, marketing agencies, and online platforms. These entities typically employ specific techniques and technologies to gather and analyze user data for behavioral targeting purposes.You can measure whether these entities are able to implement behavioral targeting effectively by using the following techniques: Data Analytics: Proficiency in data analysis is crucial for interpreting and extracting insights from the collected user data. This includes statistical analysis, data mining, and machine learning techniques to identify patterns and preferences. Targeting Technology: Knowledge of targeting technologies and tools is important to collect, track, and analyze user data accurately. This may involve using cookies, tracking pixels, analytics platforms, and customer relationship management (CRM) systems. Privacy and Compliance: Awareness of privacy regulations and best practices is essential to ensure that behavioral targeting activities align with legal and ethical standards. Entities should understand and adhere to guidelines such as the General Data Protection Regulation (GDPR) and other applicable data protection laws. Campaign Optimization: Proficiency in campaign optimization techniques is necessary to continually improve the targeting efforts. This includes A/B testing, performance monitoring, and data-driven decision-making to optimize ad creatives, and targeting parameters. As an advertising & data agency, Tagtoo has a lot of valuable experience in consumer behavioral targeting technology. We have launched the Label Targrt Project (LTP) service based on consumer behavioral targeting, which not only groups, clusters, and labels the huge amount of user data, but also develops consumer prediction technology by applying AI/ML model algorithms. Behavioral targeting v.s. Predictive targeting Predictive targeting is the next level of behavioral targeting. Predictive targeting uses the same data with behavioral targeting, and applies [AI/ML power](https://www.tagtoo.com/en/blog/DL-1) to predict future buying behavior based on the past data. Predictive targeting focuses on future behavior and aims to anticipate users' actions or preferences before they occur. It leverages real-time data and algorithms to predict and target users with content that is expected to be relevant to their future needs or interests. You may be interested >> [How Deep Learning for Buying Behavior Prediction](https://www.tagtoo.com/en/blog/deep-learning-en) How to choose the targeting way? Marketers can choose the targeting way depending on the specific goals and circumstances. Both strategies have their advantages and can be effective in different scenarios.  Behavioral targeting leverages existing data on user preferences, allowing marketers to target specific segments with relevant content. It can be effective for campaigns where the objective is to engage users who have already shown interest in a particular product or service. However, it may not be as effective for reaching users who are in the early stages of their customer journey or for targeting new or niche markets where historical data is limited. By leveraging real-time and historical data, predictive models can identify potential customers who are most likely to engage in desired behaviors, helping marketers reach users at critical decision-making moments. It is particularly useful for reaching new or untapped markets and for launching proactive marketing initiatives. Conclusion Marketers may find that a combination of both strategies can be beneficial, leveraging behavioral data for immediate personalization and predictive modeling to anticipate future behaviors. It's important to evaluate the unique requirements and objectives of each marketing campaign to determine which strategy aligns best with the desired outcomes. ⬇️ If you are interested in behavioral targeting technology, please fill out the form below to contact us! ** ## 電商分析報告(下)：用戶分組以觀察行為傾向 URL: https://www.tagtoo.com/blog/ec-report-2 | Date: 2023-07-21 Summary: 電商分析數據報告分成三大區塊: (一)客戶數據v.s.產業平均、(二)站內站外商品分析、(三)用戶分組以觀察行為傾向，這篇內容會以【用戶分組以觀察行為傾向】的介紹為主。 ### **塔圖電商分析數據報告：用戶分群助您深入洞察消費者行為！** > 電商分析數據報告分成三大區塊: (一)客戶數據v.s.產業平均、(二)站內站外商品分析、(三)用戶分組以觀察行為傾向，這篇內容會以【用戶分組以觀察行為傾向】的介紹為主。 > #### **在【用戶分組以觀察行為傾向】的區塊中我們會幫品牌做以下分析內容:** - ** 透過【造訪次數與頻率、轉換動作、網站行為】將用戶分成五大群。 ** > 品牌唯有了解客戶的組成結構，才能知道該怎麼制定行銷方向。塔圖依據客戶的行為過程，將網站上的客戶分類成五大群體:VIP組、主力組、潛力組、猶豫組、路人組，品牌就可以清楚知道自己網站上各類型客戶的占比，並找出可以突破的客群進一步擬定行銷策略。 - **將五大群體依據【瀏覽量、購買量將其分類於四大象限】。** > 藉由象限圖可以很直觀的看出各個群體不同的性質，例如:潛力組的顧客雖然瀏覽量不高，但購買量卻高、猶豫組的顧客雖然瀏覽量高，購買量卻低。品牌依據這樣的圖表可以很清楚各族群各自的優缺點，並針對不同客群該加強的方向對症下藥。 - **分析五大群體【各別的全產業購買力、站內消費力】。** > 顧客黏著度是品牌長期都會關注的一個重點，在電商報告中我們也分析了五大族群的全產業購買力(與品牌同類型的產業)、站內的消費力，讓品牌清楚各族群的人是比較偏好購買你品牌的商品，又或是購買其他同類型品牌的商品。 #### **針對VIP客戶深入分析:** - **VIP客戶站內、站外商品偏好分析** > 透過分析VIP客戶最喜愛瀏覽及購買哪些電商的商品，而知道某些電商的產品深受VIP客戶的喜愛，那麼品牌也能與這些電商進行合作，擴展這些電商網站內的其他客戶，因為他們有高機率也將會成為你的客戶! 除此之外，根據這份電商報告的內容，可以發現某綜合電商也是品牌VIP客戶喜愛購買商品的地方，因此進駐該家綜合電商販售商品，也會是可能的行銷策略之一。 - **VIP客戶喜歡在站內購買的商品** > 可以針對VIP客戶，將他們喜愛的商品做定期的優惠活動或加價購，這樣能一定程度增加這些產品的銷售量，還能帶動其他商品的買氣；同理而言，我們也能幫品牌做其他客群的站內購買分析，讓品牌可以進行參考。 除此之外，也能重點將這些VIP客戶喜愛的產品再行銷給舊客，這樣如果廣告打到這些舊客時，轉換的機率可能會更高，因為VIP客戶對於這些產品的回購率相當高。 - **VIP喜歡在站外購買的商品類別** > 了解忠實客戶平常的興趣愛好，針對有這些喜好的人投放廣告，因為有這些興趣愛好的人很大機率也會對你的產品感興趣，善用品牌VIP客戶站外分析所得出的受眾興趣傾向來投廣告，相比自己毫無頭緒的亂嘗試各種受眾來投廣告，會更佳準確! - **VIP喜歡在站外瀏覽、購買的皮膚保養商品為何?** > 此份報告不只能知道VIP在站外最喜歡瀏覽、購買哪些類別的商品，甚至還能分析出他們具體細項主要瀏覽、購買了哪些商品，讓品牌能更細緻化的知道自己的忠實客戶最喜愛的商品是什麼(例如:VIP客戶站外最喜歡的購買類別:皮膚保養類，VIP客戶站外最喜歡購買皮膚保養類的商品:面膜。) > #### **結語** > 塔圖電商分析數據報告是一項能為企業提供深入洞察、制定更有效商業策略的服務。無論你是剛起步的新創電商還是已經在市場上佔有一席之地的大型企業，我們的報告都將為你揭示在行業中的競爭優勢和潛在機會。藉由了解客戶網站數據、使用者行為和商品表現，電商能夠做出更明智的商業決策，提高客戶忠誠度、增加轉化率並提升營收。 > 如果您對塔圖電商分析報告感興趣，想了解如何合作，歡迎填寫以下聯絡表單，讓我們助你在競爭激烈的電商市場中脫穎而出吧！ > ## 塔圖電商分析數據報告(上)：提升您的線上業務成功關鍵！ URL: https://www.tagtoo.com/blog/analytics-report | Date: 2023-07-20 Summary: 作為一家有十幾年廣告投放經驗的廣告數據代理商，蒐集了超過600家網域，約28種產業的數據。自隱私權政策落實後，我們也積極數據轉型，由第三方cookies資料蒐集，轉向第一、第二方數據。 **在現代數位時代，數據已成為企業成功的關鍵元素之一。隨著電商市場的蓬勃發展，了解並善用您的數據資源，對於提升業績、瞭解客戶需求以及制定更有利的商業策略而言都非常重要。** ** ** **作為一家有十幾年廣告投放經驗的廣告數據代理商，蒐集了超過600家網域，約28種產業的數據。自隱私權政策落實後，我們也積極數據轉型，由第三方cookies資料蒐集，轉向第一、第二方數據。隨著我們User Unify與AI/ML技術的突破，塔圖推出了一項全新服務，即塔圖電商分析數據報告，協助您深入了解您的網站、使用者和商品，並為您提供寶貴的洞察與策略，以取得競爭優勢。** **接下來，我們將一一介紹電商分析數據報告究竟包含了哪些內容？電商能夠透過這份數據報告得到哪些insight？** **電商分析數據報告主要分成三大區塊: (一)客戶數據v.s.產業平均、(二)站內站外商品分析、(三)用戶分群以觀察行為傾向。本篇文章將分享我們如何協助客戶作出電商與整個產業的比較分析，以及如何透過站內站外商品分析，為電商客戶更多有價值的觀點與策略。** **客戶網站數據對比全產業數據：** **我們將幫助您分析網站內的數據，並將其與整個產業進行對比。這將使您能夠深入了解您在市場中的表現如何，進而調整您的營銷策略以提高網站用戶的造訪頻次、商品瀏覽次數和購買次數。舉個例子，假設您是一家服裝時尚電商平台，我們將比較您的網站與同業的瀏覽量，並找出您在特定產品類別上的優勢和機會，以協助您針對該類別制定更精確的行銷策略。** **使用者行為分析與預測：** **透過我們反覆驗證與研究的AI/ML模型，我們將根據使用者的行為進行標籤、分群和打包受眾。此外，我們能夠預測未來14天可能在您的網站上發生購買行為的使用者。這將使您能夠更有針對性地制定個性化行銷計劃，吸引潛在客戶並提高轉化率。假設您是一家傢俱電商平台，我們可以透過分析使用者網站行為，將他們區分為尋找辦公室傢俱的專業人士、家庭裝潢愛好者或著重於環保性能的消費者等等。藉由深入了解您的目標受眾，您將能夠以更精準的方式與他們互動。** **商品分析與優化策略：** **我們將協助您分析網站內的商品，並根據商品的瀏覽次數、加入購物車次數和購買次數等事件進行分群，這將使您能夠針對不同商品制定更具針對性的銷售策略。我們將為您將商品進行細緻的歸類，例如：銷量Top50的商品、註冊後首次購買的商品以及被放棄的購物車商品，以協助您找出更有利的商品開發策略。以一個食品電商為例，我們可以幫助您識別最受消費者歡迎的食品類別，並根據購買趨勢提供您新產品開發的建議。** **一目了然的數據圖像化報告：** **我們知道數據分析對於非專業人士來說可能有些棘手，因此我們的電商分析數據報告會將數據圖像化，以更直觀的方式呈現報告。我們將為您產出時間序列分析圖、熱銷商品文字雲、熱銷商品熱點圖等等，讓您一目了然地看到關鍵數據和趨勢。這將使您能夠更輕鬆地解讀數據並做出明智的商業決策。** **下一篇內容，我們將著重在「用戶分群分析」，告訴大家我們如何在這份電商分析報告中將使用者依照不同指標分群，以及電商可以如何用來洞察消費者行為。** ## 2023-Q1保健食品數據分析報告 URL: https://www.tagtoo.com/blog/2023-q1 | Date: 2023-07-15 Summary: 哪一類保健食品的購買量最高?哪一個銷售渠道的購買力最驚人? 點擊查看完整保健食品產業的相關資訊! ## How to maximize the value generated by brand data? URL: https://www.tagtoo.com/en/blog/lta-2 | Date: 2023-07-14 Summary: Customer data has become a critical asset for businesses. To effectively utilize this data for marketing strategies, Tagtoo LTA (Label Target Audience) can help you solve data application challenges. ### **Customer data has become a critical asset for businesses. To effectively utilize this data for marketing strategies, Tagtoo LTA (Label Target Audience) can help you solve data application challenges.**  > Every day, thousands of users visit branded websites, and the cumulative behavioral data from each user is immense. By appropriately categorizing and analyzing this data, and applying insights that are beneficial for business development, these insights will undoubtedly become a key factor in outperforming other brands. > Tagtoo assists brands in categorizing on-site customers based on their purchasing behavior, user attributes, specific on-site behaviors, off-site behaviors, consumer power, and much more. This allows brands to develop their own customized audience packs and utilize them based on specific marketing campaign objectives. > We will label users based on the products they have browsed or purchased. For example, if a user has browsed pet products, baby products, and read articles on financial products, they will be labeled with relevant tags such as "pets," "baby products," and "finance." So, when a brand wants to target an audience interested in pet products, those users who have been tagged with the "pets" label will be the brand's target audience for advertising purposes! ### **Website data is no longer limited to traditional remarketing advertisements.** > Based on past marketing experiences, website data is most commonly used for traditional remarketing advertisements, which typically involve casting a wide net and targeting all customers who have previously clicked or made purchases of your products. While this approach is not necessarily ineffective, it would be even better if you could identify users within your existing customer base who are specifically interested in certain products and focus on targeting them with relevant product advertisements. This increases the likelihood of higher click-through rates and helps reduce costs. Tagtoo LTA aims to help you achieve this goal! ### **What can customized audience packs accomplish? How should they be used?** - **Segment customers to identify hidden high-value customers.** > Based on our experience with past testing experiments, we have developed a professional customer classification formula. Using this formula, we categorize brand users into different segments, including new customers, active customers, potential customers, lost customers, and returning customers. This classification method allows the brand to identify high-value customers that may have been overlooked or ignored based on their specific characteristics. By recognizing these customers, brands can create targeted marketing strategies and plans tailored to each segment's unique needs and behaviors. > For example, if a brand considers potential customers to be an important segment, it can launch exclusive promotional activities specifically targeting groups. For instance, offering a 50% discount by entering a unique discount code or running a buy-one-get-one-free promotion. These customers have previously visited the brand's website and have a certain level of brand awareness. However, they may not have visited the site for some time. Advertising efforts aim to re-engage these existing customers and encourage them to make a purchase or take the next step, ultimately transforming them into returning customers. - **Customer On-Site Behavior Packaging** > If you want to target customers with specific behavioral characteristics for advertising, you can also customize audience packs based on data that is available to you. For example, when collaborating with a well-known clothing brand, we created a tailored audience pack for them. Through data analysis, we discovered that the top 50 best-selling products were the ones most likely to be purchased by consumers. We packaged "people who recently viewed the top 50 best-selling products from the previous day" and delivered targeted advertisements to them. The results of this advertising campaign even surpassed traditional remarketing audiences (such as audiences who added items to their shopping carts). - **Combining Customer Off-Site Behavior Packaging** > Tagtoo can also create audience packs based on customers' off-site behavior. For example, we can help identify customers of a brand who have also browsed similar products on other websites. The benefit of targeting this group is that it indicates a strong demand for products in that category. If customers are continuing to visit websites offering similar products, it suggests a high level of interest. Brands can leverage this opportunity by targeting their customers and promoting their own products. There is a high probability of achieving favorable conversion rates since these customers have a clear need for the products in question. - **On-Site Consumer Power** > We can help you identify the top 10% of customers with high on-site consumer power, allowing your brand to take the next steps. For example, a client discovered that 80% of their revenue came from the top 10% of VIP customers. They wanted to look for similar potential, so we packaged the top 10% of customers that would be utilized in their advertising efforts. The brand then targeted its advertisements to a lookalike audience resembling its VIP customers. This approach allowed them to tap into the power of customers who share similar profiles to their VIP clientele, thus driving revenue growth for the brand. ### **Conclusion** > Data is considered redundant waste for businesses that don't understand how to utilize it, but it is a precious treasure for those who know how to harness its power. Businesses that understand how to use data can uncover key consumer insights and develop corresponding marketing strategies based on those acquired insights. This enables them to prompt potential customers to take further purchasing actions; this is the power of data! > ## 怎麼讓品牌數據資料創造出最大價值? URL: https://www.tagtoo.com/blog/lta-1 | Date: 2023-07-14 Summary: 客戶數據已成為企業的關鍵資產，如何利用這些數據來做出有效的行銷策略? 塔圖LTA(Label Target Audience)受眾包幫你解決數據應用的難題! ### **客戶數據已成為企業的關鍵資產，如何利用這些數據來做出有效的行銷策略? 塔圖LTA(Label Target Audience)受眾包幫你解決數據應用的難題!** > 每一天都會有成千上萬的使用者進入品牌網站中，而每一個使用者的行為數據加起來更是不計其數，如果能妥善分類、分析這些資料，並從數據中找到一些有利於業務發展的觀點加以應用，絕對會成為你贏過其他品牌的致勝關鍵! > 塔圖幫助品牌將站內客戶依照購買行為、使用者屬性、特定站內行為、站外行為、消費力等來分類，讓品牌擁有自己的客製化受眾包，也能根據不同行銷活動目的來使用這些受眾包。 > 我們會以使用者瀏覽過或購買過的產品來幫使用者貼標籤，例如某位使用者瀏覽過寵物商品、母嬰用品以及觀看過理財文章，那麼這位使用者就會被貼上寵物、母嬰用品及理財的相關標籤，那麼當品牌可能想要使用對寵物用品有興趣的受眾時，這些有被貼上寵物標籤的人就會是品牌的投放受眾！ ### **網站資料不再只局限於做傳統的再行銷廣告** > 以過往的行銷經驗來說，網站內的數據資料大部分都會用來投放傳統再行銷廣告為主，但傳統再行銷廣告主要是以撒大網的方式，針對所有曾經點擊過或購買過你產品的客戶投遞廣告，這樣的方式沒有不好，但如果能從舊客中更精準的找到對某些產品較有興趣的使用者們，並主攻這群人來投放特定產品廣告的話，這樣不僅能大機率提高廣告的點擊率還能連帶使花費下降，而塔圖LTA正是希望能幫你達成這個目標! ### **客製化受眾包可以做到哪些事?又該怎麼使用?** - **將客戶分類讓你找到不明顯的高價值客戶** > 我們依據過去的測試經驗，總結出專業的客戶分類公式，並透過公式將品牌使用者分類成新客、活躍客、潛在客、遺失客以及回頭客，這樣的分類方式能使品牌依據客戶的不同性質，發覺出原本沒有意識到或忽略的高價值客戶，去做出不同的行銷策略規劃。 > 舉例來說，如果品牌覺得潛在客是一群值得重視的對象，那麼品牌可以針對這群人打出專屬優惠活動，像是輸入專屬折扣碼就能享有5折優惠，又或是商品買一送一的活動，因為這些人以前是有進入你的網站過的也就是對你的品牌有一定的了解程度，只是有一段時間沒有再進站過，投廣告就是為了讓曾經的舊有客戶再次回想起你，甚至進行下一步的購買動作，讓潛在客有機會成為回頭客。 - **客戶站內行為打包** > 如果想要針對有特定行為的客戶下廣告，我們也能根據數據資料替品牌客製化打包這群受眾!舉例來說，我們有與某知名服裝品牌合作廣告，當時就有為他們量身客製化專屬受眾包，我們發現該品牌Top50熱銷商品是消費者最有可能完成購買的商品，因此我們將"近期觀看過前一日Top50熱銷商品的人"打包並投放廣告，最後廣告成效的結果甚至超越傳統再行銷的受眾(例如:加入購物車的受眾)。 - ** 搭配客戶站外行為打包 ** > 塔圖也能根據客戶的站外行為進行受眾打包；舉例來說像是我們能幫忙抓出品牌的客戶中，也在其他網站瀏覽過與你品牌相似類型產品的客戶，找到這群人的好處是能明確知道他們對該類別商品有極大的需求，才會不斷的進出同類型商品的網站，因此品牌可以趁勢把握住這群客戶，將商品主推給這些有明確需求的客戶，便有高機率得到不錯的轉換成效。 - **站內消費力** > 我們可以幫助你找出站內消費力為前10%的人，讓品牌能執行下一步動作。舉例來說，有一位客戶發現自己品牌80%的營收都來自前10%的VIP客人，所以他們希望可以找到更多類似的潛在受眾，於是我們就幫品牌打包這10%的人讓他們能應用在廣告上，而品牌就將廣告投放給這群前10%VIP客戶的lookalike受眾，讓這些與VIP客戶擁有相似輪廓的人也能成為帶動品牌營收成長的力量! ### **結論** > 數據資料對不懂的使用他的企業來說是多餘的棄物，對懂得妥善使用他的企業來說是珍貴的寶物，懂得使用數據的企業能從中挖掘出關鍵的消費者洞察，並根據獲得的論點想出一套對應的行銷策略，讓潛在客戶能進一步完成購買的動作，這就是數據資料的力量! > ## Tagtoo Label Target Audience(LTA): Purpose and Advantages URL: https://www.tagtoo.com/en/blog/label-target-audience | Date: 2023-07-05 Summary: When brand owners advertise on Facebook, they often face a dilemma of limited audience selection options available within the FB backend. They fear that choosing unrelated audiences may result in targeting the wrong target audience. However, at times, selecting audiences with very similar interests can lead to significant overlap, depleting the advertising budget. The introduction of the Tagtoo LTA aims to address this issue by enabling brand advertisers to discover a wider range of potential new customers for their product advertisements. LTA allows you to break free from the constraints of relying solely on the audience options provided by the FB backend. When brand owners advertise on Facebook, they often face a dilemma of limited audience selection options available within the FB backend. They fear that choosing unrelated audiences may result in targeting the wrong target audience. However, at times, selecting audiences with very similar interests can lead to significant overlap, depleting the advertising budget. The introduction of the Tagtoo LTA aims to address this issue by enabling brand advertisers to discover a wider range of potential new customers for their product advertisements. LTA allows you to break free from the constraints of relying solely on the audience options provided by the FB backend. ### **The main feature of the LTA is to help brands identify potential new customers.** - **The purpose of LTA is not to increase conversions but to assist brands in their top-of-funnel marketing efforts targeting new customers.** > Our primary objective with the LTA is to aid brands in developing potential new customers. It allows audiences who have an interest in your product category but are not yet familiar with your brand to learn about your brand. However, since these individuals are still in the early stages of getting to know your brand, our main focus is not on pursuing conversion numbers. - **While the effectiveness of acquiring new customers may not be as high as that of remarketing to existing customers, it is still an excellent tool for expanding your customer base.** > Based on past experience, although remarketing to existing customers may result in higher conversion rates compared to targeting new customers, in the long run, if you want to have more customers for remarketing, you need to start by developing new customers. Specifically, you should focus on identifying potential new customers who are most likely to purchase your product. These individuals are more likely to become repeat customers in the future, thus increasing the chances of successful remarketing. As such, the LTA serves as an effective tool for acquiring new customers. - #### **New customers acquired through LTA are likely to eventually progress down the marketing funnel and become the brand's own remarketing audience.** > Brands often tend to focus excessively on conversions while overlooking the importance of expanding their customer base. However, it is crucial to recognize that developing new customers is a vital and integral part of business growth. By actively expanding the pool of potential customers, there is a greater likelihood that they will become viable candidates for remarketing in the future. Furthermore, acquiring new customers also contributes to increasing brand awareness, thus benefiting the overall brand reputation. ### **The benefits of using the LTA: Acquire New Customers and Retain Existing Customers.** - #### **Acquiring New Customers: (External Audience Analysis)** > By utilizing the TAP in your advertising campaigns, you can target new potential audiences. This allows your advertisements to reach a broader range of unique traffic, helping you tap into untapped markets and quickly increase brand and product awareness while simultaneously attracting new customers. > **\-The difference between the LTA and the audience classification in the Facebook backend is as follows:** 1. > **Basis of Audience Classification:** There is no clear understanding of how Facebook precisely categorizes the interests of its advertising audience. In contrast, TAP has a well-defined set of rules and judgment logic for audience classification. We analyze users' off-platform behavior by assigning specific tags and audience segments. 2. > **Audience selection based on purchasing power:** Unlike the Facebook backend, which primarily allows selection based on audience interests and behaviors, LTA goes a step further by analyzing the average unit price of products that customers typically purchase when shopping online. This analysis provides brands with additional insights for making informed choices. By considering the purchasing power of potential customers, brands can better tailor their marketing strategies and offerings to align with the preferences and budgets of their target audience, ultimately enhancing their decision-making process. - **Retaining Existing Customers: (On-site Analysis)** > Through years of data analysis, LTA employs advanced techniques to categorize on-site consumers into five major groups: new customers, active customers, potential customers, lost customers, and returning customers (NAPL+R). This allows brands to customize marketing strategies based on the behavioral patterns of different audience segments. By effectively segmenting existing customers, brands can set more precise remarketing goals and tailor their campaigns accordingly. ## LTA受眾包的使用目的+優勢 URL: https://www.tagtoo.com/blog/lta | Date: 2023-07-05 Summary: 品牌主們在投放FB廣告時，常常面臨一個窘境就是想選的廣告受眾總是只有FB後台的那幾個，因為怕選擇其他不相干的受眾會投到不對的TA，但有時候選到太類似的興趣受眾又可能發生受眾大幅重疊的狀況，導致廣告預算無限消耗；塔圖受眾包的出現就是為了讓品牌廣告主們，可以找到更多潛在的新客投放自家產品廣告，讓你的選擇不再侷限於FB廣告後台的受眾! 品牌主們在投放FB廣告時，常常面臨一個窘境就是想選的廣告受眾總是只有FB後台的那幾個，因為怕選擇其他不相干的受眾會投到不對的TA，但有時候選到太類似的興趣受眾又可能發生受眾大幅重疊的狀況，導致廣告預算無限消耗；塔圖受眾包的出現就是為了讓品牌廣告主們，可以找到更多潛在的新客投放自家產品廣告，讓你的選擇不再侷限於FB廣告後台的受眾! ### **塔圖受眾包最大特點:幫助品牌找到潛在新客** - #### **塔圖受眾包的目的不是增加轉換，而是幫助品牌做上層漏斗(新客)的行銷** > 我們受眾包的主要目的是希望幫品牌開發潛在新客，讓那些對你產品類型有興趣但卻還不認識你的受眾可以了解你的品牌，但由於這些人都還處於初步認識你品牌的階段，因此追求轉換數並不是我們的最大目的。 - #### **新客的成效雖然不如再行銷好，但是他是可以幫助開拓新客很好的工具** > 根據過往經驗來說，雖然再行銷舊客所帶來的轉換確實會比行銷新客來的高，但長遠來看，想要有更多再行銷的客戶，那就必須先從開發新客開始，而且是開發最有可能購買你產品的潛在新客，這些人未來才會有較大機率購買你的產品並成為回頭客，而LTA就是開發新客很好的工具。 - #### **LTA的新客最終大機率會流向漏斗下層，成為品牌自己的再行銷受眾** > 品牌往往會太專注於轉換，卻忽略了開拓新客其實也是十分重要的一環，因為唯有拓展更多潛在的客戶，在未來他們就會有大機率也成為再行銷的對象，同時也能為品牌增加知名度! ### **使用塔圖受眾包的好處:讓你掌握新客、守住舊客** - #### **掌握新客:（站外分析）** > 廣告活動使用塔圖受眾包，精準鎖定新的潛在受眾，讓你的廣告增加更多不一樣的流量，並在挖掘新客的同時也能倍速提升品牌及產品知名度。 > **\-塔圖的受眾與FB後台受眾的差別?** 1. **受眾分類方式有依據:**沒有人明確知道FB究竟是怎麼分類廣告後台受眾的興趣；而塔圖的受眾分類規則是存在完整的判斷邏輯，我們會根據使用者站外行為分析來為使用者貼上特定標籤並演算。 2. **購買力受眾選擇:**有別於FB後台只有受眾的興趣、行為可選，塔圖還分析了客戶通常在網路購物時平均購買產品的單價，提供品牌做選擇。 - #### **守住舊客:（站內分析）** > 經由塔圖多年的數據分析技術，替品牌將站內消費者分類成5大群體，包括新客、活躍客戶、潛在客戶、遺失的客戶、回訪客戶(NAPL+R)，讓品牌能依據不同的受眾群體習性，進一步客製化專屬的行銷策略，有效針對舊客進行分群，幫助品牌設定更精準的再行銷目標。 > ### **確定使用塔圖受眾包後，我們會為你做的事：根據品牌性質以及塔圖數據資料庫的演算，推薦適合的受眾給品牌使用** > 當確定使用塔圖的受眾包後，我們會請數據團隊針對您品牌的特性，去演算出最適合您投放廣告活動時使用的受眾，讓品牌不用再花冤枉錢試各種受眾，而是毫不費力就能找到潛在受眾投放產品廣告! > **\-推薦投放的受眾真的準確嗎?怎麼演算的?** > 我們會根據客戶網站商品類型、網站客群的輪廓，以及進站的使用者的站外行為去分析並推薦受眾給品牌使用，因此推薦的受眾都存在一定的可靠性。 > > \=>歡迎點擊查看我們的貼文 > [【FB廣告投放誤區(上)】](https://www.facebook.com/TagtooFans/posts/pfbid02URVjo5SeUXPDmzAfHC57PDgXpUR9FfWrJ66BV1MZuNyabWi9cupdvLmZqdNcgZQ6l) > [【FB廣告投放誤區(下)】](https://www.facebook.com/TagtooFans/posts/pfbid08bqo3acD824mNtC9Fm3Df5L7iYwud8DoU3xfhQwZXeDXKCcyYLnDjnD1vHsFtmKzl) > ## What is synthetic data? URL: https://www.tagtoo.com/en/blog/what-is-synthetic-data | Date: 2023-06-29 Summary: The emergence of machine learning models is primarily aimed at helping humans solve many problems in their lives and even discovering new insights from data. Training models require a significant amount of data to be inputted. However, collecting real-life data on behavior is becoming increasingly challenging as privacy concerns increase. Therefore, the assistance of synthetic data is necessary to obtain more data for training and improve the accuracy of the models. Experts estimate that by 2024, up to 60% of the training data will be synthetic, and by 2030, the majority of the training data will be synthetic. This highlights the importance of synthetic data in the future. ### **What is synthetic data?** > The emergence of machine learning models is primarily aimed at helping humans solve many problems in their lives and even discovering new insights from data. Training models require a significant amount of data to be inputted. However, collecting real-life data on behavior is becoming increasingly challenging as privacy concerns increase. Therefore, the assistance of synthetic data is necessary to obtain more data for training and improve the accuracy of the models. Experts estimate that by 2024, up to 60% of the training data will be synthetic, and by 2030, most will be synthetic. This highlights the importance of synthetic data in the future. ### **What are the methods for generating synthetic data?** > Synthetic data is generated based on the features and structure of the original data in order to simulate a similar data distribution. However, the resulting data did not deviate significantly from the original data. Models trained on artificially synthesized data also exhibit similar accuracy to models trained on the original data. > reference:https://dataingovernment.blog.gov.uk/ ### Why is synthetic data important? - > **Addressing data scarcity or insufficiency:** In situations where training models are limited to emerging technology domains or rare disease research, actual data may be challenging to collect or insufficient in quantity. Synthetic data can be used to simulate and generate data that closely resembles the real world, filling in the gaps and providing a more comprehensive dataset. - > **Resolving data privacy and security issues:** Real data often contains sensitive information such as personal identities or financial data. To protect privacy and data security, the use of synthetic data can eliminate privacy concerns and provide a large volume of high-quality and useful data. - > **Removing biases from data:** Real-world data can sometimes contain biased or skewed content, which can lead to models learning incorrect information and subsequently making inaccurate judgments or predictions. Using synthetic data can help reduce data biases and improve the fairness and impartiality of models. ### **What are the advantages of synthetic data?** - > **Customization of desired data:** Collecting high-quality real-time data can be difficult, expensive, and time-consuming. However, synthetic data techniques allow users to quickly and easily generate the desired data, customized according to specific needs. - > **Full control over data variables for improved accuracy:** Synthetic data provides complete control over all data variables, including the level of data separation, sample size, and noise within the dataset. This control allows for fine-tuning and optimization to enhance the accuracy of the models. - > **Reduction in data collection time:** Since synthetic data does not require collecting data from real-world events, it can be rapidly created using appropriate techniques, saving time in the data collection process. - > **Mitigation of privacy concerns:** Synthetic data is not derived from real data, which eliminates concerns related to user privacy and the potential disclosure of sensitive information, especially when dealing with sensitive health data. ### **Application of synthetic data** - > **Financial services data:** Financial institutions may need to build models for assessing customer creditworthiness using machine learning. However, using real customer data for model training can raise privacy concerns. Synthetic data techniques can be applied to simulate real data, providing a solution when actual data is unavailable while ensuring privacy protections. - > **Healthcare data:** When developing models to analyze the probability of a rare disease, a large amount of data from patients who have had the disease in the past may be required. However, accessing and using the health care data of these patients may involve compliance with medical regulations, and the number of individuals with these rare mutations may be limited. Synthetic data can overcome data scarcity issues by providing large quantities of privacy-preserving data for training models in healthcare applications. ### **Summary** > Synthetic data is expected to be a major trend in data applications in the future. It eliminates privacy concerns associated with real data and allows for the acquisition of large volumes of data for model training quickly and at a low cost. While synthetic data offers many advantages, there are also challenges and limitations to consider. One challenge is ensuring that synthetic data accurately replicates the features and structure of complex real-world data. Additionally, accurately assessing the quality and effectiveness of synthetic data is another important task to address. These are the key issues that need to be addressed as synthetic data becomes more prevalent in data applications. ## 什麼是合成數據? URL: https://www.tagtoo.com/blog/synthetic-data | Date: 2023-06-29 Summary: 機器學習模型的誕生，主要是為了幫助人類解決生活中的許多問題，甚至是幫助人類從資料中找出新的見解。訓練模型首先必須要有大量的數據資料投入，然而隨著隱私權意識的高漲，要收集到真實生活中的數據行為越來越困難，因此必須要有合成數據的協助，才能擁有更多的資料可以投入訓練並提高模型的準確性。有專家預估，2024年模型訓練數據中將會有高達60%都是合成數據，而到了2030年更可能絕大多數的模型訓練資料都會是合成數據，可以看出合成數據在未來的重要性! ### **合成數據是什麼?** > 機器學習模型的誕生，主要是為了幫助人類解決生活中的許多問題，甚至是幫助人類從資料中找出新的見解。訓練模型首先必須要有大量的數據資料投入，然而隨著隱私權意識的高漲，要收集到真實生活中的數據行為越來越困難，因此必須要有合成數據的協助，才能擁有更多的資料可以投入訓練並提高模型的準確性。有專家預估，2024年模型訓練數據中將會有高達60%都是合成數據，而到了2030年更可能絕大多數的模型訓練資料都會是合成數據，可以看出合成數據在未來的重要性! ### **合成數據的製造方式?** > 合成數據會根據原始數據的特徵和結構，去模擬出類似的數據分布情況，所以生產出來的數據並不會與原始數據有極大的落差，而使用人工合成的數據所訓練出的模型，也會與使用原始數據來訓練的模型會有相似的準確度! > 圖片來源:https://dataingovernment.blog.gov.uk/ > ### **合成數據為什麼重要?** - **改善數據缺失或數據不足問題：**當要訓練關於新興技術領域、罕見疾病研究等方面的模型時，在這些情況下，真實數據可能會有無法收集或資料量不足的狀況發生，這時就可以透過模擬和生成與真實世界非常相似的數據，來填補這些缺失的資料，提供更全面的數據集。 - **解決數據隱私和安全問題：**真實數據可能包含敏感信息，例如個人身份、財產資料等，為了保護隱私和數據安全，使用合成數據就可以免除隱私的問題，提供大量品質好又有用的數據。 - **能去除較偏頗的數據資料：**真實的數據資料可能存在一些偏倚的內容，這將導致模型在學習這些不正確的資訊後，之後在判斷資料上會變得不精準，而使用合成數據則可以減少資料偏見並提高模型的公正性。 ### **合成數據的優勢?** - **客製化想要的數據:**收集高品質的真實數據資料既困難、花錢又費時，但合成數據技術能使用戶快速、輕鬆地生成想要的數據，並能依據特定需求進行定製。 - **完全控制數據資料的變因提高精準度:**合成數據可以完全控制各個方面，包括控制數據集裡的數據分離程度、採樣大小和雜訊。 - **減少蒐集數據資料的時間:**由於合成數據不需要從真實發生的事件中收集資料，因此可以使用正確的技術快速的創建你需要的數據集。 - **讓數據免於受到隱私權問題影響:**合成數據因為不是真實數據的關係，所以不用擔心數據中可能會涉及到用戶個資問題，特別是在處理敏感的健康數據時。 ### **合成數據的應用?** - **金融服務數據:**金融機構可能需要透過機器學習，去建置一個可以評判客戶信用良好與否的模型，但如果是拿取過往客戶的資料去讓模型學習，那麼這些資料可能會觸及到客戶個人隱私問題，但現在透過合成資料技術來模擬真實資料，就可以徹底解決沒有資料可用的問題。 - **醫療保健數據:**當需要開發模型來分析得某個罕見疾病的機率時，那就會需要大量過去得過該罕見疾病病人的資料，並讓模型去學習這些病人的資料，從中得出可能會得該罕見疾病的規律，但是要使用這些病人的健康狀況資料也都涉及到醫療法規規定，且得到罕見疾病的人本身就不多，因此在訓練模型時也可能會面臨到資料量體不足的問題，這時合成資料就能發揮其優勢提供大量不會涉及隱私的數據資料，提供有需要的人去使用。 ### **總結** > 在數據應用上合成數據會是未來的大趨勢，且擁有合成數據後就不用在應用數據時去擔心資料中可能存在的隱私問題，又能在短時間內以低成本獲得龐大的數據資料來訓練模型；儘管合成數據具有許多優勢，但仍然存在一些挑戰和限制，像是如何確保在遇到較複雜的數據資料時，合成數據也能精準地模仿真實數據的特徵和結構，而又該如何準確評估數據的品質和有效性，都會是需要面對的課題! ## 什麼是MarTech?和AdTech又有甚麼差異? URL: https://www.tagtoo.com/blog/mar-tech-ad-tech | Date: 2023-06-08 Summary: 對於行銷人員來說，需要對品牌有一定了解才能制定出好的行銷策略，但是要靠人工的方式去挖掘品牌有用的潛在資訊，就會需要專業分析人才的協助才能完成。在科技的進步下，許多對於行銷有極大幫助的工具陸續出現，也稱做為MarTech，讓企業主或行銷人員能擁有更多輔助資源可以利用，在需要幫助時能快速找到解方! > 對於行銷人員來說，需要對品牌有一定了解才能制定出好的行銷策略，但是要靠人工的方式去挖掘品牌有用的潛在資訊，就會需要專業分析人才的協助才能完成。在科技的進步下，許多對於行銷有極大幫助的工具陸續出現，也稱做為MarTech，讓企業主或行銷人員能擁有更多輔助資源可以利用，在需要幫助時能快速找到解方! ### **MarTech是甚麼?** > MarTech=Marketing+Technology，也就是說Martech是將行銷結合科技技術，讓品牌可以透過技術的力量進行策略規劃來達成行銷目標，這樣的方式讓行銷人員可以花費較少的時間在策略分析上，卻可以獲得有用的洞察觀點幫助到品牌行銷活動。 ### **MarTech主要分為六大領域:** > 1.廣告與推廣 2.內容及使用者體驗 3.社群與客戶關係管理 4.商業與銷售 5.數據應用 6.整合管理。 > 其中廣告與推廣、數據應用，這兩類別與塔圖在做的事情很相關，我們以廣告投放起家，無論是關鍵字廣告、直播廣告等廣告類型都可以協助客戶投放，並且擅長成效型廣告操作。而數據應用方面，則是將數據化為可以利用的資料，有效幫助企業從中獲取有用資訊，應用於各種類別領域上，例如我們將數據資料有邏輯性的分析並為受眾貼標，打包成多種不同產業、特徵的廣告受眾，讓客戶能將其應用於廣告投放上。 ### **MarTech v.s. AdTech?** > MarTech是用來管理行銷活動的技術或工具，包括了像是CRM的工具可以協助品牌管理客戶關係、電子郵件行銷等，透過行銷技術的輔助幫品牌改善與客戶之間的溝通行為，讓他們能依據不同客戶的行為屬性，去打造個人化的行銷活動，後續還能依據他們的需求，將適合的自家產品推薦給該客戶。MarTech重視內部潛在客戶挖掘、行銷策略規劃及分析客戶行為，主要用來了解客戶需求為品牌管理既有客戶。 > AdTech則是用來管理廣告的技術或工具，包括了像廣告交易平台就是AdTech的一種，可以藉由比較各家廣告主的競價，讓出價高的人從中獲得該版位，透過廣告平台自動競價的方式來協助品牌投放廣告，並將廣告內容有效傳遞給潛在客戶，使他們在接收到產品資訊後進一步做出行動。AdTech希望藉由科技技術的方式協助廣告運行，有效管理廣告活動的同時，也衡量廣告轉換率、點擊率等指標做為優化依據，讓品牌能藉由廣告獲得最大投資報酬率，主要用來為品牌拓展新客戶。 ### **MarTech能為品牌帶來甚麼好處?** > **1.深入了解品牌的潛在受眾:** MarTech透過數據分析的方式，為品牌分析其內部客戶的樣貌，包含他們的興趣、喜好、行為模式等，在品牌下廣告時也能針對主要的這群受眾去做曝光。 > **2.提高轉換率:** 因為MarTech工具能有效分析客戶行為，使品牌能針對不同客戶制定客製化行銷方式，這樣的方式能間接帶動提升產品轉換率及營業額。 > **3.提高效率:** 在沒有MarTech工具前，管理客戶資料及維護客戶關係需要花費行銷人員大量時間，但是現在只需透過系統自動化的方式，就能快速管理各類行銷活動，讓品牌用最少的金錢和時間解決問題。 ### **塔圖在MarTech上的努力?** > 塔圖曾經應用數據分析及AI/ML技術幫助許多企業製作電商分析報告，像是透過分析網站受眾的網站行為，例如：造訪次數與頻率、購買行為，將站內客戶分群，讓品牌能清楚知道各族群在網站上的佔比，幫助品牌覺察消費者痛點，並進一步做出決策來改善品牌可能面臨的問題。除此之外，我們也幫助品牌分析出各族群站內平均消費力、購買量最多的商品等，讓品牌能加以瞭解各族群間的差別以對症下藥。 ### **MarTech和AdTech可以怎麼相輔相成?** > MarTech和AdTech都需要使用數據來優化行銷策略，MarTech的數據分析工具可以幫助AdTech更了解目標受眾的模樣，進一步規劃更精準的廣告策略，像是廣告要鎖定哪些受眾族群等；不僅如此，透過從AdTech找新的潛在顧客，以這樣的開源方式來擴大企業業績成長，並同時搭配MarTech的工具技術來維繫舊客，才能使企業有健全的客戶結構永續發展。 ### **塔圖的定位屬於何者?** > 塔圖正逐漸從AdTech公司轉型成MarTech公司，致力於數據的收集與應用，期望能將產品加入數據方法的配合，透過分析數據資料所洞察出的觀點，進一步幫助品牌主在行銷上有卓越的表現。 ## What is MarTech? How does it differ from AdTech? URL: https://www.tagtoo.com/en/blog/mar-tech-ad-tech-en | Date: 2023-06-08 Summary: For marketers, it is necessary to have a certain understanding of the brand in order to develop effective marketing strategies. However, relying on manual methods to uncover useful insights about the brand requires the assistance of professional analysts to complete the task. With advancements in technology, many tools that are highly beneficial for marketing have emerged, collectively known as MarTech, which stands for Marketing Technology. MarTech allows business owners and marketers to have access to more resources that can assist them, enabling them to quickly find solutions when needed. > For marketers, it is necessary to have a certain understanding of the brand in order to develop effective marketing strategies. However, relying on manual methods to uncover useful insights about the brand requires the assistance of professional analysts to complete the task. With advancements in technology, many tools that are highly beneficial for marketing have emerged, collectively known as MarTech, which stands for Marketing Technology. MarTech allows business owners and marketers to have access to more resources that can assist them, enabling them to quickly find solutions when needed. ### **What is MarTech?** > MarTech combines marketing with technological advancements, enabling brands to utilize the power of technology in strategic planning to achieve marketing goals. This approach allows marketers to spend less time on strategy analysis while gaining valuable insights that can aid in brand marketing activities. ### **MarTech is primarily divided into six major domains:** > 1\. Advertising and Promotion 2. Content and User Experience 3. Social and Customer Relationship Management 4. Business and Sales 5. Data Analytics 6. Integration Management > The categories of Advertising and Promotion, as well as Data Analytics, are highly relevant to what Tagtoo is doing. We started with ad delivery and were proficient in several different types of ads, such as keyword ads and live ads, to assist clients in their ad campaigns. We specialize in performance-based advertising operations. > Using data analytics, we transform data into actionable information that effectively helps businesses extract valuable insights applicable across many different domains. We analyze data logically and label the audience, packaging them as different audience segments based on industry characteristics. This allows clients to add data to their ad campaigns. ### **MarTech v.s. AdTech?** > MarTech, short for Marketing Technology, refers to the technologies and tools used to manage marketing activities. This includes tools like CRM (Customer Relationship Management) systems that assist brands in managing customer relationships, email marketing, and more. MarTech helps improve communication between brands and customers by leveraging marketing technology. It allows brands to create personalized marketing campaigns based on individual customer behavior and attributes. Additionally, MarTech enables brands to recommend suitable products to customers based on their needs. MarTech focuses on prospecting potential customers, planning marketing strategies, and analyzing customer behaviors. Its primary goal is to understand customer needs and manage existing customers. > AdTech, short for Advertising Technology, refers to the technologies and tools used to manage advertising campaigns and marketing campaigns. This includes platforms for ad exchanges, where advertisers bid for ad placements, and the highest bidder gets the placements. AdTech assists brands in delivering ads effectively to potential customers. By leveraging automatic bidding on ad platforms, brands can target potential customers and encourage them to take action after receiving product information. AdTech aims to optimize advertising operations by leveraging technology and measuring metrics such as conversion rates and click-through rates. Its goal is to help brands achieve maximum return on investment (ROI) from their advertising efforts and primarily focuses on acquiring new customers. ### **How do MarTech and AdTech complement each other?** > MarTech and AdTech both rely on data to optimize marketing strategies. MarTech's data analytics tools can assist AdTech in gaining a better understanding of the target audience, allowing for more precise ad targeting and strategy planning. This includes determining which audience segments to focus on for advertising campaigns. Additionally, AdTech can utilize MarTech tools to discover new potential customers, expanding their business performance through this open approach. Simultaneously, leveraging MarTech tools and techniques can help maintain and nurture existing customers, leading to a sustainable and robust customer structure for the business. ### **What is Tagtoo's positioning?** > Tagtoo is gradually transitioning from an AdTech company to a MarTech company. It focuses on data collection and application development. Tagtoo aims to incorporate data-driven methods into its products, utilizing insights obtained from data analysis to assist brand owners in achieving outstanding performance in the marketplace. ## 【Success Case】Ayo Makan Seafood TikTok’s followers grow up 10x! URL: https://www.tagtoo.com/en/blog/ayomakanseafood-overseascasestudy-en | Date: 2023-06-05 Summary: Our Client_Ayo Makan Seafood Ayo Makan Seafood is a company that produces various frozen seafood brands, including Fiesta Seafood, Champ, Shifudo, Frosh & Golden Seafood. **Our Client\_Ayo Makan Seafood** **Ayo Makan Seafood is a company that produces various frozen seafood brands, including Fiesta Seafood, Champ, Shifudo, Frosh & Golden Seafood.**  **Campaign Goal** **AMS wants to strengthen its brand awareness on social media platforms by getting more impressions and engagement from their TA. In addition, they also want to bring more traffic to their E-Commerce platform.** **Tagtoo’s Strategy** **Tagtoo helps AMS to run Awareness and Engagement campaigns on both Facebook and TikTok, and also run FB CPAS to their E-commerce. We tested both B2B and B2C target audiences to find out which creatives are suitable for each target audience. Ams also actively collaborating with content creators and hosting live streaming to boost brand presence.**  ** Result By the end of the campaign, we are able to find the ideal audience from advertising, which further helps AMS in curating social media content. In addition, AMS sales on E-commerce also reached all time high on the 2nd month of the campaign. ** ## 【海外成功案例】Ayo Makan Seafood TikTok粉絲增長10倍！ URL: https://www.tagtoo.com/blog/ayomakanseafood-overseascasestudy | Date: 2023-06-05 Summary: 客戶簡介_Ayo Makan Seafood Ayo Makan Seafood是一家生產各種冷凍海鮮的食品公司，包括Fiesta海鮮、Champ、Shifudo、Frosh & Golden海鮮。 **客戶簡介\_Ayo Makan Seafood** **Ayo Makan Seafood是一家生產各種冷凍海鮮的食品公司，包括Fiesta海鮮、Champ、Shifudo、Frosh & Golden海鮮。** **挑戰與目標** **客戶希望通過社群平台廣告，尤其是TikTok提升大眾對品牌的印象，由於客戶售賣的產品是冷凍海鮮，可經由網路通路進行宣傳，因此我們協助運用廣告加強TA對品牌的印象。此外，客戶也希望我們為其電商平台帶來更多的流量。** ** Tagtoo的策略 Tagtoo幫助Ayo Makan Seafood在Facebook和TikTok上規劃品牌知名度和品牌互動廣告活動，同時也為他們的電商執行FB CPAS廣告。我們測試了B2B和B2C的目標受眾，找出適合每個目標受眾的廣告創意。客戶也積極與其他內容創作者合作，透過網紅直播提高品牌影響力。 結果 在廣告活動結束時，我們成功從廣告中找到理想受眾，進一步幫助AMS策劃社交媒體內容。此外，AMS在電子商務上的銷售也在活動的第二個月達到了歷史新高。 ** ## 【海外成功案例】Mooimom成功增加118%廣告營收 URL: https://www.tagtoo.com/blog/mooimom-overseascasestudy | Date: 2023-05-26 Summary: 客戶簡介-印尼Mooimom Mooimom母嬰品牌在印尼擁有線下和線上通路，Tagtoo與客戶緊密合作超過3年，持續為客戶優化廣告策略，成功實現了客戶的期望達成的KPI。 **我們的客戶-印尼Mooimom** **Mooimom母嬰品牌在印尼擁有線下和線上通路，Tagtoo與客戶緊密合作超過3年，持續為客戶優化廣告策略，成功實現了客戶的期望達成的KPI。** **活動目標：** **Tagtoo與Mooimom長期合作，目標就是為客戶提高整體渠道轉換率，保持ROAS績效。** **Tagtoo的策略：** **我們隨時調整預算分配，以確保投遞的廣告受眾群健康。當發現廣告流量提升，我們會加強上層漏斗（Up funnel）行銷幫助品牌提升知名度以最大化廣告成效。** ** 此外，我們也密切關注客戶各個產品的表現，我們會根據網站瀏覽&購買數據找出客戶的熱賣商品，並向客戶建議投遞價值較高的產品以達到更高的廣告營收。 結果： Tagtoo一直都能夠在客戶要求的ROAS範圍內保持成效。客戶的年度銷售也呈上升趨勢，並且每月都在持續增加，其中一項最顯著的成就就是客戶的年度銷售額增長了118％，年度交易次數也增長了120％。 ** ## 【Success Case】Mooimom successfully increase 118% ads revenue URL: https://www.tagtoo.com/en/blog/mooimom-overseascasestudy-en | Date: 2023-05-26 Summary: Our Client_Mooimom Indonesia A maternity brand that have offline and online stores in Indonesia. Tagtoo have closely work with client for 3+ years for ads performance and successfully achieved client’s KPI. **Our Client\_Mooimom Indonesia** **A maternity brand that have offline and online stores in Indonesia.**  **Tagtoo have closely work with client for 3+ years for ads performance and successfully achieved client’s KPI.** **Campaign Goal:** **Increase overall channel conversion and maintain ROAS performance.** **Tagtoo’s Strategy:** **We adjust budget allocation for upper and lower funnel objective to ensure client’s audience pool is healthy. On days where the traffic is high, we’ll emphasize on running upper funnel**  **to maximize the performance.** **We also closely monitor client’s product performance and suggest to run higher value product to capture higher sales revenue, which is also client’s highlight product.** **Result** **Tagtoo are able to maintain ROAS within client’s requested KPI. Client’s YOY sales revenue have shown an upward trend and always increasing monthly, hence, one of the achievement is getting a 118% increase in YOY Revenue and 120% increase in YOY number of transactions.** ## 【Success Case】Arter Indonesia dips into omnichannel ads to raise brand awareness URL: https://www.tagtoo.com/en/blog/arter-overseascasestudy-en | Date: 2023-05-23 Summary: Our Client_Arter Blanket A weighted-blanket that benefits on sleeping quality. Arter has been Tagtoo’s client right from the birth of the brand and have successfully maintain a sustainable partnership with client. **Our Client\_Arter Blanket** **A weighted-blanket that benefits on sleeping quality. Arter has  been Tagtoo’s client right from the birth of the brand and have successfully maintain a sustainable partnership with client.** **Campaign Goal:** **Brand Awareness: The main goal is to become top-of-mind in blanket category and  communicate its brand value and product benefit through brand awareness campaign.** **Conversion: Client objective is for client to purchase through website (in marketplace dominant country), as well as increase overall purchase and GMV. Tagtoo’s Strategy: We implement full-funnel marketing strategy (Meta, YouTube, Native Ads) to target potential customers based on where they fall within the funnel. For awareness, we target different segment of interest in different channel to reach as many people in Indonesia. For conversion campaign, we separate the product catalog to several product specification to achieve  accurate targeting, data compilation and better ad visualization.  Result We get a high number of monthly impression to ensure brand stays relevant. Brand also got several messages from famous artist and KOL, meaning that our target audience is accurate segment. Other than that, ads revenue increased by 127%, but the overall GMV and direct conversion increased up to 98%.** ## 【海外成功案例】印尼Arter善用全渠道廣告提升品牌知名度 URL: https://www.tagtoo.com/blog/arter-overseascasestudy | Date: 2023-05-23 Summary: 客戶簡介_Arter Blanket 印尼公司Arter以推出改善顧客睡眠品質的優質被單而聞名。Arter從品牌成立初期就與Tagtoo合作，是Tagtoo在海外分公司非常重要的合作客戶。 **客戶簡介\_Arter Blanket** **印尼公司Arter以推出改善顧客睡眠品質的優質被單而聞名。Arter從品牌成立初期就與Tagtoo合作，是Tagtoo在海外分公司非常重要的合作客戶。** **挑戰與目標** **品牌知名度：客戶希望我們協助達成的主要目標是提升品牌知名度，希望Arter成為家居床褥用品類別中的消費者首選，並通過品牌知名度廣告活動傳達品牌價值和產品優勢。** **轉換：同時客戶也希望透過轉換目標廣告來提升網站購買，並增加整體購買和GMV。** ** Tagtoo的策略： 我們實施了全漏斗營銷策略，並且透過多元渠道幫助客戶達成目標（Google搜索、YouTube、Facebook&Instagram原生廣告），根據潛在客戶在行銷漏斗中的位置來定位目標客戶。在品牌知名度廣告活動中，我們在不同渠道上針對不同的興趣受眾進行定位，以盡可能覆蓋印尼的消費者。在轉換廣告活動中，我們將產品目錄分成多個產品規格，以實現準確定位、數據編制和更好的廣告視覺體驗。 結果 經過一段時間的廣告投遞，我們獲得了大量的廣告曝光，確保品牌保持一定的曝光量來提升知名度。品牌還收到了幾則來自知名藝人和KOL的私訊詢問，這意味著我們所投遞的目標受眾是準確的。最終我們幫助Arter的廣告收入增加了127％，整體GMV和轉換率也增加了98％。 ** ## 【成功案例】50% FIFTY PERCENT X塔圖受眾包 URL: https://www.tagtoo.com/blog/50-fifty-percent-x | Date: 2023-05-16 Summary: 50% FIFTY PERCENT是一家連鎖服飾品牌，目前全台已有超過30家分店，品牌秉持著「優質產品，也要有合理價位」的理念，深受台灣一般消費者喜愛，讓消費者以最實惠的價格享受到高品質的服裝體驗。 ### **客戶介紹** > 50% FIFTY PERCENT是一家連鎖服飾品牌，目前全台已有超過30家分店，品牌秉持著「優質產品，也要有合理價位」的理念，深受台灣一般消費者喜愛，讓消費者以最實惠的價格享受到高品質的服裝體驗。 ### **挑戰與目標** > 塔圖與50% FIFTY PERCENT有著密切的廣告合作關係，我們希望透過數位廣告將客戶的商品曝光給正確的TA，為品牌提升網站流量以及商品轉換率。 > 「再行銷」一直都是廣告策略中很重要的一環，根據塔圖多年來的廣告投放經驗，再行銷舊客所帶來的轉換率比行銷新客還要高45%；且總廣告花費能減少35%，因此我們決定從再行銷方面著手為客戶進行廣告優化，期望能加以利用再行銷策略，讓品牌官網數據發揮更大的價值！ ### **廣告優化策略**  再行銷策略就是鎖定曾造訪過網站的客戶，針對其瀏覽過的商品進行客製化廣告投放，目的是為了喚醒消費者對品牌及產品的印象，吸引消費者再次進入網站內消費。一般再行銷廣告會鎖定瀏覽官網商品、加入購物車的受眾來投放廣告，**塔圖則是在基礎上加入大數據分析，利用「近期觀看過前一日Top50熱銷商品的人」成功提高銷售量！** #### **✅優化前的狀況：** > 原本在投放的廣告受眾上，我們只加入了兩個再行銷受眾，分別是最近1天內將商品加入購物車的受眾(cart1)，以及最近3天內將商品加入購物車的受眾+最近7天進入準備結帳流程的使用者(cart3)。 #### **✅解決方式：** > 透過大數據分析，我們發現Top50熱銷商品是消費者最有可能完成購買的商品，以此推斷出瀏覽過這些商品的消費者可能是轉換率最高的一群TA。因此我們增加了一項再行銷受眾，針對瀏覽過Top50商品的受眾投放廣告，以期望提升商品轉換率。塔圖資料庫每日會自動更新這包客製化受眾包，篩出1天前瀏覽Top50熱銷商品的受眾，並自動連動到FB廣告後台，因此每天投放的廣告受眾都是根據最新數據運算而來的。 ### **使用塔圖客製化受眾包，突破再行銷以往成效!**  > 廣告施行一個月後，塔圖再行銷受眾包與其他再行銷受眾的成效相比： - > 塔圖受眾包CPC比起Cart1受眾下降530%；比起Cart 3受眾下降230% - > 塔圖受眾包CPA比起Cart1受眾下降19%；比起Cart 3受眾下降137% - > 塔圖受眾包ROAS高於Cart 3受眾136% > 👉結果明顯顯示，使用塔圖受眾包不只廣告轉換成本(CPA)最低、廣告點擊成本(CPC)也比其他再行銷受眾來的低。這也說明了運用數據資料分析技術優化再行銷策略，比起直接打包官網瀏覽商品及加入購物車的受眾來得更加有效，可以為品牌用最少的廣告成本獲得最大的商業利益，並有效提升品牌知名度。 > ➡想了解塔圖資料受眾包？即刻填寫表單➡️[聯絡我們 (tagtoo.com)](https://tagtoo.com/contact-us) ## 【Success case】50% FIFTY PERCENT X Tagtoo LTA URL: https://www.tagtoo.com/en/blog/success-case-50-fifty-percent-x | Date: 2023-05-16 Summary: 50% FIFTY PERCENT is a chain fashion brand with over 30 branches throughout Taiwan. The brand adheres to the concept of \"high-quality products at reasonable prices\" and is deeply loved by the average Taiwanese consumer, allowing them to enjoy a high-quality clothing experience at the most affordable prices possible. ### **Client Introduction** > 50% FIFTY PERCENT is a chain fashion brand with over 30 branches throughout Taiwan. The brand adheres to the concept of "high-quality products at reasonable prices" and is deeply loved by the average Taiwanese consumer, allowing them to enjoy a high-quality clothing experience at the most affordable prices possible. ### **Challenges and Goals** > Tagtoo has a close advertising partnership with 50% FIFTY PERCENT. We hope to use digital advertising to expose our client's products to the right target audience, increase website traffic, and improve product conversion rates for the brand. > "Remarketing" has always been an important part of an advertising strategy. Based on Tagtoo's years of advertising experience, remarketing to existing customers can result in a 45% higher conversion rate than targeting new customers, while reducing total advertising costs by 35%. As such, we have decided to optimize our client's advertising through remarketing and hope to utilize this strategy to bring greater value to the brand's website data. ### **Advertising Optimization Strategy** > The remarketing strategy customized ads based on the products they browsed. The goal is to awaken consumers' impressions of the brand and product by encouraging them to revisit the website for further purchases. Typically, remarketing ads target audiences who have browsed the website's products or added items to their shopping cart. Tagtoo has added big data analysis to this basic strategy and successfully increased sales by targeting audiences who have recently viewed the Top 50 best-selling products from the previous day. > **✅Before optimization:** We only included two remarketing audiences in our ad targeting: those who added items to their cart within the last day (cart1) and those who added items to their cart within the last 3 days and entered the checkout process within the last 7 days (cart3). > **✅The solution:** Through big data analysis, we found that the Top 50 best-selling products are the ones that consumers are most likely to purchase. Therefore, we added a remarketing audience targeting those who have browsed these products, assuming that this group of customers would have the highest conversion rate. Tagtoo’s database automatically updates its customized audience daily, screening users who made the Top 50 best-selling products and automatically linking them to the Facebook Ads Manager. As a result, the ad audience we target each day is calculated based on the latest data. > > > 👉The results clearly show that using Tagtoo LTA not only results in the lowest cost per conversion (CPA)； but also a lower cost per click (CPC) compared to other remarketing audiences. This demonstrates that optimizing remarketing strategies using data analysis techniques is more effective than targeting audiences who only browse the brand's official website or add items directly to their shopping cart. By using the least amount of advertising revenue available, brands can achieve maximum business value and effectively enhance brand awareness. > > ➡Interested in learning more about Tagtoo's LTA? Fill out the form now and [contact us](https://tagtoo.com/en/contact-us). ## 零方，第一方，第二方和第三方數據：有什麼不同？行銷該如何應用？ URL: https://www.tagtoo.com/blog/Zero-First-Second-Third-Party-Data | Date: 2023-05-05 Summary: 數據收集能夠幫助品牌分析客戶行為、偏好和興趣。這些數據可以來自各種來源，例如客戶與企業網站或應用程序的互動、購買歷史和人口統計信息。當企業擁有這些數據時，可以用它來定位特定的受眾並個性化的營銷資訊。 **數據收集能夠幫助品牌分析客戶行為、偏好和興趣。這些數據可以來自各種來源，例如客戶與企業網站或應用程序的互動、購買歷史和人口統計信息。當企業擁有這些數據時，可以用它來定位特定的受眾並個性化的營銷資訊。** **零方數據、第一方數據、第二方數據和第三方數據是用於營銷和廣告的不同數據類型。讓我們來看看不同種類的數據，以及如何在您的活動中有效地使用它們。** # **零方數據&第一方數據** **零方數據是指客戶通過投票、意願調查、網站活動、客戶資料等來源自願和主動與企業分享的數據。零方數據往往比第一方數據更加個性化和具體，因為它是客戶選擇與企業分享的信息。** ** 第一方數據是商家透過與客戶的互動收集的數據，例如網站活動、購買記錄和客戶反饋。這些數據可以用於改善網站的易用性、個性化的營銷信息，以及重新定位已放棄購物車的客戶。 零方數據和第一方數據有什麽區別？ 這兩種類型的數據都可以用於改善客戶體驗並創建個性化的營銷策略。然而，零方數據通常用於創建高度定位和個性化的體驗，而第一方數據則可用於更廣泛的受眾細分和分析。 總的來說，零方數據和第一方數據都是企業可以用來更好地理解和服務其客戶的有價值的信息來源。然而，零方數據更具有客戶驅動性，往往更加個性化，而第一方數據是由企業收集的，可能更為普遍或廣泛。 # 第二方數據 第二方數據並不是自己收集的，而是透過企業間的合作達成數據共享。例如，如果兩家公司互相共享客戶數據，它們就是在交換第二方數據。或者是一家公司跟代理商合作以銷售自己的產品，可能會與代理商分享第一方數據。第二方數據對於企業擴大受眾並吸引新客戶是很有用的。 企業可以通過與互補的公司建立夥伴關係來獲得第二方數據。例如，健身公司可以與健康食品店合作，共享客戶數據，並瞄準對健康和健身感興趣的客戶。 # 第三方數據 這是由第三方公司收集並不直接與第一方公司相關聯的數據。第三方數據可以包括興趣、瀏覽行為和購買歷史等信息，通常用於廣告定位和個性化。 儘管第三方數據在廣告的定向和個性化方面很有用，但使用它也存在一些風險。由於這些數據是由第一方公司以外的公司收集的，因此它可能不總是準確或可靠。此外，使用第三方數據可能會引起隱私問題，因為顧客可能不知道他們的數據被收集和用於廣告目的。 總的來說，零方數據和第一方數據是最可靠和有價值的，而第三方數據可以用於擴大業務的受眾或改進廣告定位，但可能引起隱私權問題。二方數據是一種不常見但仍然有價值的選擇，適用於與其他公司建立合作夥伴關係的企業。 # 企業如何在行銷和廣告中使用零方、第一方數據和第二方數據？ 我們知道在後cookie時代，第三方數據將會退場，因此如何轉向應用零方、第一方數據以及第二方數據創造商業價值是所有行銷科技業的重要課題， 以下我們就一起來看看企業如何在行銷和廣告中使用零方、第一方數據以及第二方數據的一些例子： 零方&第一方數據： - 個性化：企業可以使用第一方數據為客戶提供個性化的內容和消息。例如，服裝零售商可以根據客戶的購買歷史發送個性化的電子郵件促銷活動。 - 重新定位：企業可以使用第一方數據重新定位之前訪問過他們的網站或進行過購買的客戶。例如，一家網上零售商可以向在其網站上放棄購物車的客戶展示廣告。 - 深度洞察：收集第一方數據可以深入了解你的用戶情況，通過技術平台，如DMP整合來自不同來源（網站、調查、應用程序、遊戲）的用戶數據，以創建一個關於客戶的完整視圖。 第二方數據： - 受眾擴展：企業可以使用二方數據擴展其受眾，通過接觸具有與合作夥伴公司的顧客相似的興趣或行為的顧客。例如，一家汽車製造商可以與汽車經銷商合作，以接觸有興趣購買新車的顧客。 - 定位：企業可以使用二方數據根據共同特徵定位特定的客戶群體。例如，健身公司可以使用從健康食品商店獲得的數據來定位對健康和健身感興趣的顧客。 # 結論 隨著技術的不斷發展，數據已經成為數位行銷領域的重要元素。然而隱私權政策的改變使廣告商很難歸因行銷活動目標及實現個人化體驗，但是危機總會帶來轉機，企業總能找到更好的解決方案來克服這些挑戰。 整合第一方和第二方數據就是其中最重要的方式之一，透過與其他公司建立信任與合作關係，結合多方數據，即能為企業擴大受眾、改善廣告定位，並提供更好的客戶體驗。此外，數據整合還能幫助商家收集寶貴的客戶行為，使公司能隨時針對廣告策略進行調整，做出更明智的決定。 在未來Cookieless的世界，企業間的數據合作是至關重要的，因為這讓大家都能合規地獲取數據，並且善加運用以成功創新盈利模式。 下一篇我們將與大家討論第二方數據可以如何化為己用？以及如何與AI技術結合？ ** ****如果你對我們如何串接數據感興趣，歡迎[聯繫我們](https://www.tagtoo.com/contact-us)預約專業顧問諮詢。**** ## Zero, First, Second & Third Party Data: What’s the Difference? How to use it in marketing? URL: https://www.tagtoo.com/en/blog/zero-first-second-and-third-party-data-en | Date: 2023-05-05 Summary: Data is information that is collected and analyzed to understand customer behavior, preferences, and interests. This data can come from a variety of sources, such as customer interactions with a business's website or app, purchase history, and demographic information. When a business has access to this data, it can use it to target specific audiences and personalize marketing messages. **Data is information that is collected and analyzed to understand customer behavior, preferences, and interests. This data can come from a variety of sources, such as customer interactions with a business's website or app, purchase history, and demographic information. When a business has access to this data, it can use it to target specific audiences and personalize marketing messages.** **Zero-party data, First-party data, second-party data, and third-party data are terms that refer to different types of data used in marketing and advertising. Let’s take a look at different kinds of data, and find out how to effectively use them in your campaign.** # **Zero-party & First-party data:** **Zero-party data is that which a customer voluntarily and proactively shares with businesses through quizzes, polls, website activity, customer profiles, and other sources. Zero-party data tends to be more personalized and specific than first-party data since it is information that customers have chosen to share with a business.**  ** First-party data is data that a business collects directly from its customers through their interactions with the business, such as website activity, purchase history, and customer feedback. This data can be used to improve website usability, personalize marketing messages, and retarget customers who have abandoned their shopping cart. What’s the difference between Zero-party data & First-party data? Both types of data can be used to improve customer experiences and create personalized marketing strategies. However, zero-party data is often used to create highly targeted and individualized experiences, while first-party data may be used for broader audience segmentation and analysis. Overall, zero-party data and first-party data are both valuable sources of information that businesses can use to better understand and serve their customers. However, zero-party data is more customer-driven and tends to be more personalized, while first-party data is collected by the business and may be more general or broad. # Second-party data:  Second party data is information you didn't collect yourself but is shared with the first party by collaborating with another company. For example, if two companies share their customer data with each other, they are exchanging second-party data. Otherwise, a company working with an agency partner to sell its products might share its first party data with the agency. Second-party data can be useful for businesses to expand their audience and reach new customers. Businesses can acquire second-party data through partnerships with complementary companies. For example, a fitness company can partner with a health food store to share customer data and target customers who are interested in health and wellness. # Third-party data: This is the data that is collected by a third-party company that is not directly affiliated with the first party. Third-party data can include information such as interests, browsing behavior, and purchase history. It is often used for targeting and personalization in advertising. While third-party data can be useful for targeting and personalization in advertising, there are some risks associated with using it. Since this data is collected by companies outside of the first party, it may not always be accurate or reliable. Additionally, using third-party data can raise privacy concerns, as customers may not be aware that their data is being collected and used for advertising purposes. Overall, zero-party data & first-party data is the most reliable and valuable, while third-party data can be useful for businesses looking to expand their audience or improve their targeting but may raise privacy concerns. Second-party data is a less common but still valuable option for businesses that are able to form partnerships with other companies. # How do businesses use zero-party data, first-party data & second party data in marketing and advertising? In the post-cookie era, third-party data is on the way out, so the shift to using zero-party, first-party and second-party data to create business value is an important issue for all of marketing technology. Let's take a look at some examples of how companies are using zero-, first- and second-party data in their marketing and advertising: Zero-party & First-party data: - Personalization: A business can use first-party data to personalize the content and messaging it delivers to its customers. For example, a clothing retailer can send personalized email promotions based on a customer's purchase history. - Retargeting: A business can use first-party data to retarget customers who have previously visited their website or made a purchase. For example, an online retailer can show ads to customers who have abandoned their shopping cart on their website. - Deep insights: Collecting first-party data provides insight into your users, integrating user data from different sources (websites, surveys, apps, games) through technology platforms such as DMPs to create a complete picture of your customers. Second-party data: - Audience extension: A business can use second-party data to expand its audience by reaching customers who have similar interests or behaviors as the partner company's customers. For example, a car manufacturer can partner with a car dealership to reach customers who are interested in buying a new car. - Targeting: A business can use second-party data to target specific groups of customers based on shared characteristics. For example, a fitness company can use data from a health food store to target customers who are interested in health and wellness. # Conclusion As technology continues to evolve, data has become a critical component in the world of advertising. However, recent changes in privacy regulations have made it more difficult for advertisers to target and personalize their campaigns, leading to concerns about the profitability of the industry.  Integrating first-party and second-party data can provide advertisers with numerous benefits. By combining their own data with data from a trusted partner, companies can expand their audience, improve targeting efforts, and deliver a more personalized experience to their customers.  As advertisers continue to grapple with a world without cookies, it's essential to consider the role of data collaboration. By partnering with trusted sources and leveraging the power of first-party and second-party data, advertisers can unlock new levels of success and profitability in the digital advertising landscape. In the next article, we will discuss how second-party data can be put to use. And how to combine it with AI technology? ** **If you want to learn more about how we use data in marketing, please [contact us](https://www.tagtoo.com/en/contact-us) for consultation.** ## OpenAI推出GPT-4，升級版ChatGPT有哪些過人之處？ URL: https://www.tagtoo.com/blog/gpt-4 | Date: 2023-03-23 Summary: GPT-4語言模型與ChatGPT究竟有什麼不同？哪些方面升級了？今天我們就來帶大家一起了解GPT-4與ChatGPT的差異。 **OpenAI剛剛發佈了最新的GPT-4語言模型，目前在ChatGPT Plus版本上已經可以使用文本輸入功能，API則是需要加入候補名單等待消息。** **GPT-4語言模型與ChatGPT究竟有什麼不同？哪些方面升級了？今天我們就來帶大家一起了解GPT-4與ChatGPT的差異。** 1. # **更準確地處理文本問題** **如果你已經嘗試過與Chat GPT對話，這是一款建立在GPT-3.5語言模型的AI聊天工具，它在普通對話當中都能產出語句通順、敘述自然的文本，讓人不敢相信這是AI說出的話。** **但是根據OpenAI最新發佈在官網的說明：** **“GPT-4 is more creative and collaborative than ever before. It can generate, edit, and iterate with users on creative and technical writing tasks, such as composing songs, writing screenplays, or learning a user’s writing style.”** **意思是說，GPT-4比起GPT-3.5更具創造性與合作性，它可以與使用者一起生成創意與技術相關的內容，像是創作歌曲、編寫劇本甚至是學習使用者的寫作風格。根據官方資料，GPT-4處理文本的能力將更強大，文本輸入與輸出的量是ChatGPT的8倍，它可以處理超過25,000個單詞的文本。** **此外，以往ChatGPT被詬病邏輯推理能力弱，在GPT-4中也得到了改善，官方給出的例子是讓ChatGPT及GPT-4都針對同一段內容去給出結論，找出3人都適合的會議時間：** ** ** **來源：OpenAI** **在這項測驗中，ChatGPT給出了錯誤的答案，而GPT-4給出了正確的推斷。其實ChatGPT與GPT-4都有能力分析出3人個別的空閒時間，證明兩者的文本分析能力是差不多的，但是在推測結果的階段，GPT-4比ChatGPT略勝一籌，由此可見GPT-4的邏輯能力是優於原版的。** 2. # **支援圖像輸入** **GPT-4也比ChatGPT多了圖像輸入的功能，並且能針對圖像進行分類、分析，給予說明。原版ChatGPT只接受輸入文字內容，並不支援上傳圖像，這項新功能可說是令人非常驚喜！** **OpenAI在官網說明文件以及線上Demo影片都向大家演示了GPT-4在圖像解析方面的能力，除了可以說出圖片上有的元素，也可以針對使用者的提問給出答案。** ** 更驚人的是，圖像辨識功能可以延伸到透過圖像生成HTML與Javascript的網站。在[GPT-4開發者現場直播影片](https://www.youtube.com/live/outcGtbnMuQ?feature=share)中他們演示了將一張網頁前端設計圖餵給GPT-4，要求它完成一個可以自動生成笑話的網站，GPT-4還真的做到了！ 但是，目前圖像辨識功能依然處在研究階段，並未公開給大家使用。 來源：OpenAI\_GPT-4 Developer Livestream 3. # 可操縱性更高，更能投入於不同角色 無論是ChatGPT或是GPT-4都是可以透過API串接到自己的應用程序上使用的。API使用者在使用時需要填寫 “系統信息”(system message)，這可以用來給ChatGPT設定一個角色或方向，目的是為了限制ChatGPT在回答問題時遵循特定的風格或條件。 過去OpenAI也提到GPT-3.5對於「系統信息」沒那麼重視，即便設定了「系統信息」，ChatGPT還是有可能直接忽略。但是現在GPT-4會更加重視「系統信息」，這樣未來開發者就可以直接指定GPT-4的風格並接到自己的App中。 4. # 減少胡說八道的機率 ChatGPT在回答問題時容易產生「幻覺」，這是因為其訓練機制是基於大量的文本數據，透過預測下一個字或下一個句子來生成文本，而這樣的訓練方式容易導致ChatGPT缺乏對現實世界的理解和推論能力，因此有時候會產生與事實不符合的答案，產生所謂的「幻覺」。好消息是GPT-4在「對抗事實性評估」(adversarial factuality evaluation)的結果比ChatGPT高出40%，意味著GPT-4比起ChatGPT的可靠度多了百分之四十。 即便如此，GPT-4依然無法避免「幻覺」發生，這也是語言模型發展的一個挑戰，如何讓模型更好地理解和推論現實世界的知識和邏輯關係，是目前研究的重點之一。 5. 在處理英語以外的語言表現更佳 GPT-4在處理26種語言當中，有24種語言的表現都比ChatGPT和其他語言模型來更好。意味著GPT-4的應用不僅限於英語，其他語言的表現力也許也值得期待。大家不妨也試試看ChatGPT與GPT-4針對中文的處理能力是否有明顯的落差？ # 什麼是GPT？超強的自然語言處理背後是什麼秘密？ GPT是專門處理自然語言的模型，GPT的完整名稱是基於轉換器的生成式預訓練模型(Generative Pre-training Transformer)，它通過預先訓練一個大型的神經網絡模型，使其學習自然語言的統計模式和語義信息，然後再利用這個預訓練模型來進行各種任務的微調。 GPT模型會通過在預訓練模型的基礎上對部分參數進行微調，以滿足特定任務的需求。以下是針對不同任務進行訓練的例子： 📌語言生成任務：GPT模型可以用於理解輸入文本並生成文本。例如，給定一個開頭 "今天天氣很"，GPT模型可以自動產生 "晴朗"、"陰天"、"雨天" 等不同的結尾。 📌文本分類任務：GPT模型可以被用於文本分類，例如情感分析。模型可以預測一段文本的情感（如正面、負面、中性），從而對文本進行分類。 📌命名實體識別任務：GPT模型可以用於識別文本中的命名實體並標記出來，例如人名、地名、時間等。 目前OpenAI公司內部已經廣泛地使用GPT-4，無論是對銷售、內容審核、程式編碼等都造成很大的影響，甚至它能夠幫助人類評估AI的輸出，也就是說，GPT-4已經可以用來評估其他AI的表現了。 # Chat GPT問世讓Google陷入紅色警報(code red)？Meta緊隨其後推出語言模型「LLaMA」？ Chat GPT爆紅的速度之快，讓成立至今從未發出過紅色警報的Google首次感受到威脅，就在今年2月微軟公司宣佈將Chat GPT與旗下的Bing瀏覽器結合，結果這項功能一推出就讓Bing的單日下載量超越了Google。 因此Google總裁隔天就在推特上宣佈即將推出全新對話型人工智能服務「Bard」，然而Bard尚未正式推出就引起了爭議，未來走向仍然是個謎。Meta也透露準備推出自家的語言模型「LLaMA」，並且聲稱這款語言模型將是一套「更小、性能更好」的模型，專門開放給AI研究人員。 曾經人類以為AI統領的世界不會那麼快到來，但是Chat GPT的出現向大家展現AI技術正在以驚人的速度突破革新！未來將會是AI技術的競爭，誰能夠將AI運用得越好誰就會是下一個市場贏家。 # 比人類更聰明的人工智慧會取代人類嗎？AI之於人類究竟是敵是友？ Chat GPT出現後，業界紛紛預測未來有部分職業將會被AI取代，像是：文字工作者、客服人員以及電腦程序員等。但AI並非無所不能，已經有一些使用者在測試中發現Chat GPT依然會給出一些錯誤資訊，像是[把鳥類說成是哺乳類動物](https://twitter.com/itstimconnors/status/1599544717943123969)。 “Chat GPT不會扼殺「寫作」，但會扼殺「內容」” Medium上有一位作家，Dan Kay，發表了一篇題為[「Chat GPT不會扼殺『寫作』，但會扼殺『內容』」](https://thisisyouth.medium.com/chatgpt-wont-kill-writing-but-it-will-kill-content-d3d2fe3af3cd)的文章，文中提到他認為人類今天所處的互聯網世界就是由「內容」所構成的，我們每天在Google搜尋、在社交平台瀏覽都是為了獲取資訊。 無可否認Chat GPT的出現讓人類獲取資訊的方式變得更加簡單粗暴，人人都有可能成為下一個愛因斯坦。在Chat GPT推出不到半年的時間內，網路上已經開始出現許多AI生成內容（無論任何領域、媒介），未來當越來越多AI系統佔滿整個市場時，的確，也許你已經無法分辨今天看見的內容是由「人」寫的，還是由「機器人」寫的。 但是唯一可以確定的是，AI對於人類而言是一個最佳輔助工具，而不是為了「取代」，懂得善用AI的力量，才能夠在未來社會中佔有一席之地。 官方文件： [https://openai.com/blog/chatgpt](https://openai.com/blog/chatgpt)  [https://openai.com/research/gpt-4](https://openai.com/research/gpt-4)  參考資料： [https://www.pentalog.com/blog/tech-trends/chatgpt-fundamentals/](https://www.pentalog.com/blog/tech-trends/chatgpt-fundamentals/)  [https://www.makeuseof.com/openai-chatgpt-biggest-probelms/](https://www.makeuseof.com/openai-chatgpt-biggest-probelms/)  \- Tagtoo即將推出基於ChatGPT相關的產品，[關注我們](https://www.facebook.com/TagtooFans)以追蹤最新消息，敬請期待。** ## OpenAI launches GPT-4, what are the advantages of the upgraded ChatGPT? URL: https://www.tagtoo.com/en/blog/gpt-4-en | Date: 2023-03-23 Summary: What is the difference between the GPT-4 and ChatGPT? What has been upgraded? Today we will take you through the differences. **OpenAI has just released the latest GPT-4 language model, and it is now available on ChatGPT Plus, while the API requires to be joined to the waitlist.** **What is the difference between the GPT-4 and ChatGPT? What has been upgraded? Today we will take you through the differences.** 1. # **More Accurate Text Processing** **If you've tried chatting with ChatGPT, you must know that the ability of ChatGPT to process text has become very natural. It is able to produce sentences that are smooth and narratively natural in general conversation that you wouldn't believe was done by AI.** **But according to OpenAI's latest announcement on their official website:** **“GPT-4 is more creative and collaborative than ever before. It can generate, edit, and iterate with users on creative and technical writing tasks, such as composing songs, writing screenplays, or learning a user’s writing style.”** **Means GPT-4 can work better than GPT-3.5.** **According to official data, GPT-4 will be more powerful in processing text, with eight times the amount of text input and output than ChatGPT, and it can process over 25,000 single words of text.** **In addition, in the past, ChatGPT was criticized for its weak logical reasoning, which has been improved in GPT-4. An example provided by the official is to let ChatGPT and GPT-4 give conclusions based on the same content and find a meeting time suitable for three people.** ** ** **Source: OpenAI** **The conclusion shows that GPT-4 is more accurate than ChatGPT. In fact, ChatGPT and GPT-4 both can analyze the free time of 3 people individually, but in the stage of inferring the result, GPT-4 is slightly better than ChatGPT, which shows that the ability of GPT-4 is better than the original version.** ** 2. # Support Visual Inputs GPT-4 can accept an image input, and even classify, analyze or give descriptions for the image. This is an important breakthrough that distinguishes it from ChatGPT. OpenAI has demonstrated its image analysis techniques in the official documentation and [the Developer Livestream Video](https://www.youtube.com/live/outcGtbnMuQ?feature=share), which not only can list the elements on the image, but also give a description based on the users' prompt. What's even more amazing is that it can be extended to generate HTML and Javascript websites from images. In the live video, they demonstrated feeding a web front-end design to GPT-4 and asking it to complete a website that can automatically generate jokes. However, image inputs are still a research preview and not publicly available. Source: OpenAI\_GPT-4 Developer Livestream 3. # Steer ability Both ChatGPT and GPT-4 can be used through an API. API users are required to fill in a "system message", which can be used to set a role or direction for ChatGPT in order to restrict its style when answering questions. OpenAI has mentioned that ChatGPT may still ignore the "system information" even if it is set. But now GPT-4 will pay more attention to "system information", so that future developers can directly specify the style of GPT-4 and connect it to their own apps. 4. # Reducing the nonsense talk ChatGPT tends to produce "hallucinations" when answering questions, due to its training mechanism based on a large amount of text data, where it generates text by predicting the next word or sentence. This training method can lead ChatGPT to lack understanding and reasoning ability in the real world, resulting in answers that do not match the facts, producing so-called "hallucinations". The good news is that GPT-4 outperforms ChatGPT by 40% in "adversarial factuality evaluation", indicating higher reliability. However, GPT-4 still cannot avoid the occurrence of "hallucinations", which is a challenge in the development of language models. One of the current research focuses is how to improve the model's understanding and reasoning ability for knowledge and logical relationships in the real world. 5. # Better performance in other languages GPT-4 outperforms ChatGPT and other language models in 24 out of 26 languages. This means that GPT-4 proficiency does not stop at English, but at other languages as well.  # What is GPT and what is the secret behind the superb natural language processing? GPT is a model dedicated to natural language processing. The full name of GPT is Generative Pre-training Transformer, which pre-trains a large neural network model to learn the statistical patterns and semantic information of natural language, and then uses this pre-trained model to fine-tune various tasks. The GPT model can fine-tune some of its parameters based on a pre-trained model to meet the specific requirements of certain tasks.  Below are examples of training for different tasks: 📌 Language generation task: The GPT model can be used to understand input text and generate text. For example, given a starting phrase "The weather today is very", the GPT model can automatically generate different endings such as "sunny", "cloudy", "rainy", and so on. 📌 Text classification task: The GPT model can be used for text classification, such as sentiment analysis. The model can predict the sentiment (positive, negative, neutral) of a piece of text, thereby classifying the text. 📌 Named entity recognition task: The GPT model can be used to identify named entities in text and tag them, such as names of people, places, and times. GPT-4 is now widely used within OpenAI, and it has a great impact on sales, content review, program coding, etc. It can even help to evaluate the performance of other AI. # Chat GPT triggers a “Code Red” for Google! Meta followed by the launch of "LLaMA"? Since Microsoft has brought ChatGPT to its search engine Bing, this feature allows Bing to surpass Google in daily downloads.  As a result, Google is launching an AI powered chatbot called Bard to rival ChatGPT. Meta also revealed that they are preparing to launch a new language model called "LLaMA". We always thought that the world led by AI wouldn’t come, but ChatGPT shows us that AI is breaking through at an alarming rate! The future is in the hands of those who are experts in using AI. # Is AI an enemy or a friend to humanity? Many people predicted that ChatGPT will replace certain professions, such as copywriters, customer service and programmers. However, AI is not perfect, and some users have found that ChatGPT still gives wrong information, such as [referring to birds as mammals.](https://twitter.com/itstimconnors/status/1599544717943123969) ChatGPT won’t kill ‘writing’, but it WILL kill ‘content’ On Medium, writer Dan Kay recently published an article titled ["Chat GPT Won't Kill 'Writing,' But It Will Kill 'Content.'"](https://thisisyouth.medium.com/chatgpt-wont-kill-writing-but-it-will-kill-content-d3d2fe3af3cd) He said that the internet world is made up of "content," and that we search Google or  obtain information from social media. Chat GPT has made it easier for humans to obtain information, and everyone can become the next Einstein. There are many AI-generated content that have been created on the internet since ChatGPT was born. In the future, it may be very hard to distinguish whether the content you see today was written by a "person" or a "robot." However, the only thing that can be certain is that AI is the best tool for us, rather than replace. Therefore, the issue we are facing will be how to more effectively work with AI, rather than fearing it. Official Documents: [https://openai.com/blog/chatgpt](https://openai.com/blog/chatgpt)  [https://openai.com/research/gpt-4](https://openai.com/research/gpt-4)  Refferences: [https://www.pentalog.com/blog/tech-trends/chatgpt-fundamentals/](https://www.pentalog.com/blog/tech-trends/chatgpt-fundamentals/)  [https://www.makeuseof.com/openai-chatgpt-biggest-probelms/](https://www.makeuseof.com/openai-chatgpt-biggest-probelms/) \- Tagtoo will soon launch products related to ChatGPT. [Follow us](https://www.linkedin.com/company/tagtoo/) to stay updated on the latest news and stay tuned.** ## 數據科學為什麼對品牌來說很重要? URL: https://www.tagtoo.com/blog/data-science | Date: 2023-03-14 Summary: 近年來，數據科學、Big Data、AI人工智慧等這些詞彙被高度利用，但品牌主你知道能怎麼有效利用他們來幫助品牌業務上的成效嗎?  數據科學在不同產業上有不同的用途，例如在金融和行業中能預測信用風險、管理投資組合風險；在製造業中能幫助企業有效提升產量、減少不必要的花費等；甚至能幫助物流公司優化貨車送貨路線，以確保更快地交付產品並提高運營效率。 ### **前言** 近年來，數據科學、Big Data、AI人工智慧等這些詞彙被高度利用，但品牌主你知道能怎麼有效利用他們來幫助品牌業務上的成效嗎?  數據科學在不同產業上有不同的用途，例如在金融和行業中能預測信用風險、管理投資組合風險；在製造業中能幫助企業有效提升產量、減少不必要的花費等；甚至能幫助物流公司優化貨車送貨路線，以確保更快地交付產品並提高運營效率。 過去在還沒有數據科學的年代，品牌主想了解問題的原因只能透過猜測的方式；現在只要透過數據科學就能用科學的方式找到問題真正的答案。 ### **甚麼是數據科學?** 數據科學主要是透過科學的方法幫助品牌解決業務上會遇到的問題，先去理解問題並找出其相對應的資料，在整理完數據資料後將資料全部放入模型中去訓練，最後得出這些資料的相同規律及模式，幫助品牌發掘新市場觀點，並改善及優化業務上的不足。 ### **數據科學對電商品牌來說為甚麼重要?** 現今市場上雖然很多品牌主知道數據很重要，卻不知道如何運用，所以品牌往往不會特別發展數據運用這一塊，導致眾多的數據資料沒有被發揮該有的價值，對品牌來說絕對是一大損失。數據科學的應用範圍其實無遠弗屆，而這一股力量也同樣能運用於電商品牌上，例如當品牌需要了解自己的客戶喜歡什麼類別的產品時，就能透過機器學習大量學習數據資料讓它具備對資料的思考判斷能力後，幫助品牌從數據中找到重要的見解；甚至還能進階從數據中預測出未來可能完成購買的消費者，精準鎖定高潛力消費者進行行銷! ### **針對數據科學，品牌能怎麼去應用數據科學來幫助業績成效、知名度、消費者好感度上做成長和提升?** 你一定曾在使用社群軟體時，滑到許多讓你感興趣的廣告，這正是數據科學運用在行銷上最好的例子。機器透過學習使用者的個人行為軌跡去判讀這個人的興趣喜好，藉此推薦他可能會有好感的廣告活動，這樣的方式不但能打到最適合你品牌廣告的使用者，達成廣告行銷目的，且這些使用者有極大的機率會停留看完你的廣告，又能大幅提升廣告的傳達度。不僅如此，還能讓這些對你所屬產業有興趣的潛在客戶趁機認識你的品牌。當廣告投到對的人時，便能用最低的廣告花費大大提升你的品牌知名度甚至是產品轉換率！ ### **在Data Science上塔圖做了甚麼?** 因應第三方cookie的消失與淘汰，我們也不斷在第一方數據追蹤機制上做努力，期望能將使用者旅程進行整合與交互作用，讓品牌能跨網域、跨裝置追蹤用戶行為。 過去品牌在下廣告時總會面臨找不到正確TA的問題，現在只要透過數據科學的方法便能從中找到解方，而塔圖LTA受眾包正是希望藉由數據科學去解決這項困擾已久的難題。我們將塔圖聯播網上所有使用者們的行為數據資料，進一步用機器學習的方式來分析這些使用者的行為模式，並打包成500多個不同興趣行為的受眾包，讓廣告主們不用再侷限於Facebook上的受眾選擇，還能精準鎖定近期可能對你商品感興趣的潛在受眾，幫助廣告主有效提升轉換率，充分發揮出數據行為該有的價值。 ### **總結** 數據科學已經成為未來必然的趨勢，無論電商產業或傳統產業都不可忽視數據的重要性，該如何運用品牌的數據資料，將會是考驗品牌的一大課題！ **更多數據相關應用： >> 想了解如何運用數據進行深度學習(Deep Learning)實現自動預測廣告受眾嗎？**[https://www.tagtoo.com/blog/deep-learning](https://www.tagtoo.com/blog/deep-learning)  想了解完整的數據解決方案，歡迎填寫[聯絡表單](https://tagtoo.com/contact-us)洽詢！ ## Why is Data Science important for brands? URL: https://www.tagtoo.com/en/blog/data-science-en | Date: 2023-03-14 Summary: In recent years, terms such as Data Science, Big Data, and AI artificial intelligence have been highly utilized, but do you know how to effectively use them as a brand owner to help improve your business performance? In recent years, terms such as Data Science, Big Data, and AI artificial intelligence have been highly utilized, but do you know how to effectively use them as a brand owner to help improve your business performance? Data Science has different applications in various industries. For example, in finance and banking, it can be used to predict credit risks and manage investment portfolio risks. In manufacturing, it can help businesses improve production efficiency and reduce unnecessary costs. It even helps logistics companies optimize delivery routes to ensure faster product delivery and improve operational efficiencies. In an era of no Data Science, brand owners can only guess at problems they have to solve. But now, they can use a scientific approach to find the true answers to problems. ### **What is Data Science?** Data Science primarily uses scientific methods to help brands solve business problems. The process involves understanding the problem, finding the relevant data, organizing the data, training it on a model, and deriving patterns and insights. These insights can help brands discover new market perspectives and optimize their business operations. ### **Why is Data Science important for brands?** Although many brands in the market today recognize the importance of data, they often do not know how to use it. As a result, brands often do not develop data utilization strategies, resulting in a significant loss in the potential value of their data. However, the scope of application for Data Science is virtually limitless and can also be applied to electronic brands. For example, when a brand needs to understand what types of products their customers prefer, they can use machine learning to learn from a large amount of data and help the brand find important insights. Data Science can even predict potential customers who are likely to make a purchase, enabling precise targeting of high-potential consumers for marketing purposes! ### **How can brands apply Data Science to drive growth and improve performance, brand awareness, and consumer sentiment?** A prime example of the use of Data Science in marketing is the personalized advertisements that appear on social media platforms based on user behavior. By learning about a user's personal preferences and interests, machines can recommend advertising campaigns that the user is likely to have a positive reaction to. This approach not only targets the appropriate audience for your brand's advertising campaign, but it also increases the likelihood that users will stop and view your advertisements, greatly enhancing the reach of your marketing efforts. It also allows potential customers who are interested in your industry to become acquainted with your brand. By targeting the right people, you can significantly boost your brand's awareness and product conversion rates with the lowest possible advertising costs. ### **What has Tagtoo done in Data Science?** In response to the disappearance and elimination of third-party cookies, Tagtoo is continually working to improve first-party data tracking mechanisms, integrating and interacting with user experiences, and allowing brands to track users across domains and devices. Tagtoo also aims to collaborate and exchange benefits with various ecosystems to create a more complete user journey. In the past, brands have always faced the problem of not being able to find the right target audience when advertising their products. Now, with the help of data science, solutions can be found. The Tagtoo LTA Audience Package aims to use data science to solve this long-standing problem. We gather behavioral data from all users on the Tagtoo network and use machine learning to analyze their behavioral patterns. This information is packaged into more than 500 different audience packages based on different interests, allowing advertisers to target potential audiences who may be interested in their products. This helps advertisers improve conversion rates and fully recognize the value of data behavior without being restricted to audience selection on Facebook. ### **Conclusion:** Data science has become an inevitable trend for the future, and both e-commerce and traditional industries cannot ignore the importance of data. Using brand data has become a major challenge for brands. **More data-related applications:** Want to learn how to use data for deep learning to achieve automatic prediction of ad audiences? Check out: [https://www.tagtoo.com/blog/deep-learning](https://tagtoo.com/blog/deep-learning-en) If you want to learn more about complete data solutions, please fill out the [contact form](https://www.tagtoo.com/en/contact-us) for inquiries! ## Is Facebook's advertising backend data inaccurate? We can help you solve this by using S2S. URL: https://www.tagtoo.com/en/blog/s2s-success-1 | Date: 2023-02-22 Summary: Brands have encountered incomplete data collection when running Facebook ads due to iOS privacy policies and browser blocking of third-party cookies. ## **Problems and Challenges**  Brands have encountered incomplete data collection when running Facebook ads due to iOS privacy policies and browser blocking of third-party cookies.  The Facebook Ads Manager relies on the browser to receive website events in order to understand consumer behavior, but the blocking of third-party cookies means that actions taken on the website after clicking on an ad cannot be tracked. Many e-commerce businesses are not aware of this issue, as they do not receive notifications if website events are incorrectly collected. However, these missing data points can quietly impact the effectiveness of your ads. **Q:** Why do e-commerce websites need to collect complete data? Why is event data so important? **A:** Incomplete website event data can cause advertisers to have biased ad insights and execute incorrect ad strategies. For example, if a difference of 50 events is found, it can add up to a significant amount of data over time. One common mistake made by marketers is to close poorly performing ads without confirming event integration, which can result in increased ad conversion costs, and the brand may have no idea about the consumer's behavior.  plan their marketing strategies accurately and target their older customers with customized re-marketing campaigns. According to Tagtoo's experience, the conversion rate of remarketing audiences is often higher than that of new customers. **→Therefore, maintaining a stable collection of accurate advertising performance data is a critical and necessary task for advertisers.** ## **Solution** Tagtoo's Server-To-Server solution is designed to help advertisers solve the problem of incomplete Facebook ad event tracking. By using server-to-server integration, the website can directly send the "events" received by the server to Facebook's server, thus effectively avoiding the loss of website events due to some users using browsers that block third-party cookies. **→Using a server to receive data can effectively help advertisers increase the number of events received by the ad backend, making the ad data more accurate.** ## **Achievements** Since collaborating with us and integrating Server-To-Server with their website, the Taiwanese parent-child clothing e-commerce business has seen a significant increase in server events received compared to browser events. Through monitoring the web server events received from the Facebook Ads Manager, we have observed that the number of events received by the server is approximately 11% higher than that received by the browser per day. In other words, based on the backend event data of this client, integrating Server-To-Server has resulted in an additional 200 events received per day on average, and accumulated at least thousands of additional event data in a month! **Lastly, we would like to remind brand advertisers who have not yet integrated Server-To-Server to act quickly to avoid data issues becoming a stumbling block on their advertising journey.** **👉 Please feel free to fill out the form and contact us for integration:** [**Contact Us (tagtoo.com)**](https://tagtoo.com/en/contact-us) ## Facebook廣告後台數據與實際落差大?透過塔圖S2S技術為你解決 URL: https://www.tagtoo.com/blog/s2s-success | Date: 2023-02-22 Summary: 近年來越來越多品牌在下Facebook廣告時，受到iOS隱私權政策及瀏覽器阻擋第三方cookie，致使數據收集不完整。 ## **問題與挑戰** 近年來越來越多品牌在下Facebook廣告時，受到iOS隱私權政策及瀏覽器阻擋第三方cookie，致使數據收集不完整。 Facebook廣告後台必須透過瀏覽器來接收網站事件以掌握消費者動態，然而第三方cookie的阻擋，使消費者經由廣告進入網站後發生的行為無法被追蹤。許多電商都不會意識到這個問題，因為即便網站事件收集不完整，你也不會獲得通知，但是這些缺失的數據其實已經悄悄的影響著你的廣告成效。 **Q：**電商網站為什麼需要收集完整的數據？為什麼這些事件數據這麼重要？ **A：**不完整的網站事件數據，會使廣告主在廣告洞察力上產生偏差並執行錯誤的廣告策略。假設一天就落差了50個事件，每天累積下來將會是十分龐大的數據。行銷人員常犯的錯誤就是在沒有確認事件串接前就把成效不好的廣告關閉，這樣其實容易造成廣告轉換成本上升，品牌主卻依然對消費者一無所知。唯有收集正確的使用者數據，才能精準規劃行銷策略並鎖定舊客行為進行客製化的再行銷。根據塔圖廣告經驗，再行銷受眾的轉單率往往比新客還來得高。 **→因此穩定收集精準的廣告成效數據，對廣告主來說是一件基本且必須完成的事情!** ## **解決方案** 塔圖的Server-To-Server解決方案，是為了幫助廣告主解決Facebook廣告事件收集不完全而出現的解決方案，透過伺服器和伺服器的串接， 網站可以將伺服器接收到的「事件」直接傳給Facebook的伺服器，這樣就可以有效避免因某些用戶使用阻擋第三方cookie的瀏覽器而無法傳輸網站事件的缺失。 **→廣告主利用伺服器來接收數據，有效幫助廣告後台提升接收到的事件數，使廣告的數據成效變得更加精準。** ## **成果** 台灣某親子服飾電商自從與我們合作，將該網站串接Server-To-Server後，我們從Facebook廣告後台觀察到網站所接收到的伺服器事件，對比原本的瀏覽器事件數來看，伺服器一天所接收到的事件數比瀏覽器多了11%左右；換句話說，以該客戶的後台事件數來看，串接Server-To-Server後所接收到的事件數比過去平均每天多了200件左右，一個月的時間至少多累積了上千件的事件數據! **最後，還是要提醒還沒有串接Server-To-Server的品牌廣告主們，該加緊腳步進行串接的動作，才不會讓數據問題成為你廣告路上的絆腳石!** **👉歡迎填表聯絡我們進行串接:**[**聯絡我們 (tagtoo.com)**](https://tagtoo.com/contact-us) ## GA4報表功能大解析 URL: https://www.tagtoo.com/blog/ga4-report | Date: 2023-02-15 Summary: 2023年7月1日起Google Analytics 4將完全取代通用版GA(GA3)，品牌主是否還對於這個Google新的數據分析工具感到很陌生，本篇文章我們將一步步帶你從報表架構、報表內容，逐步重新認識GA4報表。 ## **前言** 2023年7月1日起Google Analytics 4將完全取代通用版GA(GA3)，品牌主是否還對於這個Google新的數據分析工具感到很陌生，本篇文章我們將一步步帶你從報表架構、報表內容，逐步重新認識GA4報表。  ## **大綱** 1.介紹GA4報表架構。 2.介紹生命週期集合:獲客主題/參與主題/營利主題/回訪率主題。 3.介紹使用者集合:客層主題/科技主題。 4.介紹即時報表。 5.總結。 ## **GA4報表架構** - GA4主要分成2大報表集合:✅生命週期集合、✅使用者集合。 - 這2大報表集合下分成不同主題，而不同主題下也細分成不同指標的報表內容，提供品牌在做商業決策時能參考。 **🔶生命週期集合:** 幫助品牌了解web+app從獲得新客到顧客回訪的過程中，各個階段的客戶歷程。 - **生命週期集合分成了4大主題:**獲客、參與度、營利、回訪率。(各主題下會有相對應的報表) **🔶使用者集合:** 幫助品牌了解web+app上的使用者資訊。 - **使用者集合分成了2大主題:**客層、科技。(各主題下會有相對應的報表) ## **⭐報表集合-生命週期集合⭐** 透過生命週期集合，品牌能了解是如何在web+app中獲取新客和回訪者、使用者在上面的行為、所獲得的收益、以及留住使用者的成效。 ### **主題一:獲客** 從獲客主題能了解到客戶是從哪個管道來的。 同時也可以了解到哪個廣告帶來最多新的使用者。 **⚡獲客主題分成以下3個報表:**  **✔獲客總覽報表 ✔使用者開發報表 ✔流量開發報表。** - **獲客總覽報表:**顯示使用者和新使用者人數、過去30分鐘的使用者人數變化、新使用者最初是從哪個管道來的、各管道所帶來的工作階段數、透過Google Ads所帶來的工作階段數、過去120天新使用者所帶來的收益平均值。 **獲客\_獲客總覽報表** 圖片來源:www.cardinalpath.com - **使用者開發報表:**能讓品牌主了解新使用者是如何發現你的web或app。 **獲客\_使用者開發報表** 圖片來源：www.google.com - **流量開發報表:**可以讓品牌主了解是什麼媒介將新使用者、回訪者帶回你的web或app，讓使用者能開始新的工作階段。 **獲客\_流量開發報表** 圖片來源：www.google.com **舉例說明:** - 使用者透過廣告到你的web或app，並且輸入Email來訂閱電子(使用者最初是從廣告來的，這就是使用者開發報表會顯示的) - 使用者到Email中找到你寄給他的信件，並且點擊信中的網址回到你的web或app。(使用者是從信件中回到你的web或app的，這就是流量開發報表會顯示的) ### **主題二:參與** 從參與主題能了解來到你的web+app上的客戶都在上面做了什麼! **⚡參與主題分成了4種報表內容:**  **✔參與狀況總覽報表 ✔ 事件報表 ✔轉換報表 ✔網頁和畫面報表 。** - **參與狀況總覽報表:**顯示使用者平均參與時間、每位使用者互動工作階段數、過去30分鐘的使用者熱門的瀏覽網頁、瀏覽和事件總數、按事件名稱劃分事件計數、按網頁標題劃分瀏覽數、顯示過去30 天、7 天、1 天內使用web+app的人數、使用者黏著度。 **參與\_參與狀況總覽報表** 圖片來源:www.cardinalpath.com - **事件報表:**提供消費者在你web+app上所做的行為數據報告。(例如:消費者的參與度、瀏覽你的網頁的深度。) **參與\_事件報表** 圖片來源：www.google.com - **轉換報表:**提供能為商家帶來業績成效的事件報告。(例如:開始結帳、購買。) **參與\_轉換報表** 圖片來源：www.google.com - **網頁和畫面報表:**提供每一個網頁、畫面的瀏覽人數。 **參與\_網頁和畫面報表** 圖片來源：www.google.com ### **主題三:營利** 從營利主題能了解到客戶實際帶來的收益! **⚡營利主題分成了4種報表內容:**  **✔營利總覽報表 ✔電子商務購買報表 ✔應用程式內購報表 ✔發布商廣告報表。** - **營利總覽報表:**顯示總收益、web收益變化、購買者總人數變化、每位使用者的平均購買收益、依照商品名稱/優惠卷/促銷活動顯示購買的人數以及帶來的收益。 **營利\_營利總覽報表** 圖片來源:www.cardinalpath.com - **電子商務購買報表:**消費者在品牌web上的購買行為。 **營利\_電子商務購買報表** 圖片來源：www.google.com - **應用程式內購報表:**消費者在品牌app中的購買行為。 **營利\_應用程式內購報表** ****圖片來源：www.google.com - **發布商廣告報表:**商家透過廣告所獲得的各項商品收益。 **營利\_發布商廣告報表** 圖片來源：www.google.com ### **主題四:回訪率** 從回訪率主題能了解到使用者第一次造訪你的web+app後，與您互動的頻率和時間長度。可以看出使用者對你網站的眷戀程度! **⚡回訪率主題分成了以下6個重點摘要部分:**  **✔新使用者和回訪者 ✔使用者留存變化趨勢✔使用者參與度變化趨勢✔使用者留存✔使用者參與✔生命週期價值。** - **新使用者和回訪者:**可以自行點選要看新使用者或回訪者的變化趨勢。 **回訪率\_新使用者和回訪者** 圖片來源:www.optizent.com - **使用者留存變化趨勢:**新使用者在第一次踏入你web或app後，30天內回訪率的報表。(有分成3條線顯示:分別為踏入web或app後的「第 1 天」、「第 7 天」、「第 30天」的折線。) **回訪率\_使用者留存變化趨勢** **** 圖片來源：www.google.com - **使用者參與度變化趨勢:**新使用者在30天內再次到你的web或app上的平均停留時間。(有分成3條線顯示:分別為踏入web或app後的「第 1 天」、「第 7 天」、「第 30天」的折線。) **回訪率\_使用者參與度變化趨勢** 圖片來源：www.google.com - **使用者留存:**紀錄新使用者到你web+app後的42天內，每天回訪的使用者百分比。 **回訪率\_使用者留存** **** 圖片來源：www.google.com - **使用者參與:**42天內回訪的使用者們平均在你web+app待的時間。 **回訪率\_使用者參與** 圖片來源：www.google.com - **生命週期價值:**新使用者前 120 天內帶來的平均收益。 **回訪率\_生命週期價值** 圖片來源：www.google.com ## **⭐報表集合-使用者集合⭐** 透過使用者集合，品牌能了解到過web+app的使用者，他們的位置、年齡、性別、興趣等資訊，以及所使用的科技技術是甚麼(例如:瀏覽器版本、應用程式版本)。 ### **主題一:客層** 從客層主題能了解使用者的身分資訊! 這邊要特別注意，客層報表需開啟Google Signal才能看到使用者的性別、興趣、年齡資訊! **⚡客層主題分成了2種報表內容:** **✔客層總覽報表✔客層詳情報表。** - **客層總覽報表:**顯示web+app上流量最高的國家、近30分鐘內最即時的資訊(例如: 每分鐘web上的使用者數、流量最高的國家)、使用者最多的城市、各個性別的流量表現、不同興趣的流量表現、不同年齡層的流量表現、不同語言的流量表現。 **客層\_客層總覽報表** 圖片來源：www.google.com - **客層詳情報表:** (以不同方式來查看不同國家、城市、語言、年齡、性別、興趣的流量表現) 1.以長條圖的方式顯示流量表現。 2.以散布圖的方式來顯示流量表現，並以X、Y軸來區分原有的使用者、新使用者。 3.以表格的方式來顯示工作階段、事件等表現。 **客層\_客層詳情報表** **** 圖片來源：www.google.com ### **主題二:科技** 從科技主題能了解使用者用甚麼平台和系統來和web+app進行互動! **⚡科技主題分成了2種報表內容:** **✔技術總覽報表 ✔技術詳情報表。** - **技術總覽報表:**可以知道到你web+app上的使用者分布，以及他們所使用的裝置類別、作業系統、瀏 覽器、螢幕解析度、應用程式版本等分別為何，還有他們各自的流量表現。 **科技\_技術總覽報表** ** ** 圖片來源:www.theegg.com - **技術詳情報表:** (以不同方式來查看不同瀏覽器、裝置類別、螢幕解析度、作業系統的流量表現) 1.以折線圖的方式來顯示近期每日的表現。 2.以長條圖的方式來顯示流量表現。 3.以表格的方式來顯示工作階段、事件等表現。 **科技\_技術詳情報表** ** ** 圖片來源：www.google.com ## **👉更多報表:即時報表** 在GA4的報表介面中，你會發現有一個獨立的即時報表，從即時報表能夠看到web+app上使用者的最近30分鐘的使用情況，立即且持續地監控網站活動或變更對流量的影響。 **⚡即時報表分成了以下6個重點摘要部分:** - **過去 30 分鐘內每分鐘的使用者人數** - **按來源、媒介或廣告活動劃分使用者：**得知使用者是來自什麼管道。 - **按目標對象劃分使用者或新使用者：**得知使用者的身分。 - **按網頁標題或畫面名稱劃分使用者：**得知使用者瀏覽了哪些內容。 - **按事件名稱劃分事件計數：**得知使用者觸發哪些事件。 - **按事件名稱劃分轉換：**得知使用者完成哪些轉換。 **即時報表\_總覽** ** ** 圖片來源:www.kristaseiden.com ## **總結** 以上內容是關於GA4報表的簡單介紹，新版的GA4報表介面比起GA3加入了更多視覺化選項，讓使用者可以更快速理解資訊，並且能更容易將這些資訊運用到品牌決策上，如果還沒有GA4或還未升級成GA4的品牌要注意了，提早升級才能讓GA4收集到更多關於使用者的資訊! 👉想串接、升級GA4或想知道更多細節，歡迎[點此](http://www.tagtoo.com/contact-us?fbclid=IwAR0ytXQeocv3YjVpVLrmxrctQkmJF0uKIgQurTXzi5F_YsiUli3MHA5Qe5s)留下聯絡資料，我們將盡速安排專人為您服務! ## GA4 Report Feature Decoded URL: https://www.tagtoo.com/en/blog/ga4-report-En | Date: 2023-02-15 Summary: Starting on July 1, 2023, Google Analytics 4 will be fully replaced by UA. If you are still unfamiliar with this new data analysis tool, this article will step by step introduce the GA4 report, to help you get reacquainted with it. Starting on July 1, 2023, Google Analytics 4 will be fully replaced by UA. If you are still unfamiliar with this new data analysis tool, this article will introduce the GA4 report step by step, to help you get reacquainted with it. ## **Outline** 1. Introduction of the GA4 reports structure 2. Introduction of the life cycle collection: Acquisition theme/Engagement theme/Monetization theme/Retention theme 3. Introduction of the user collection: Demographics theme/Technology theme 4. Introduction of Real-Time reports 5. Conclusion ## **GA4 Reports Structure** GA4 is mainly divided into 2 main report collections:  ✅ Life cycle collection ✅ User collection The collections are further divided into different themes, and the themes are further divided into different indicator reports, providing references for brands in making business decisions. **🔶Life cycle collection:** This helps brands understand the customer journey from acquiring new customers to customer retention during the web + app process and the customer journey at each stage. - **The Life cycle collection is divided into 4 main themes:**  ✅Acquisition ✅Engagement ✅Monetization ✅Retention (Each theme will have corresponding reports.) **🔶User collection:** This helps brands understand user information on the web + app. - **The User collection is divided into 2 main themes:**  ✅Demographics ✅Technology (Each theme will have corresponding reports.) ## **Report collections - Life cycle collection** Through the Life cycle collection, brands can understand how to acquire new customers and retainers in the web + app, user behavior, revenue generated, and the effectiveness of retaining users. ### **Theme 1: Acquisition** From the Acquisition theme, you can see where customers are coming from. At the same time, you can also find out which advertisement brings the newest users. **⚡Acquisition theme is divided into the following 3 reports:** - **Acquisition Overview:** Displays the number of new users, the change in the number of users in the past 30 minutes, the initial number of new users, the number of sessions brought in by each channel, the number of sessions brought in by Google Ads, and the average value of the revenue brought in by new users in the past 120 days. **Acquisition\_Acquisition Overview** Reference:www.cardinalpath.com - **The User acquisition report:** Allows the brand to understand how new users discover the web or app. **Acquisition\_User acquisition** ** ** Reference：www.google.com - **The Traffic acquisition Report:** Allows the brand owner to understand what media brought new users and return visitors back to your web or app, enabling users to start a new session. **Acquisition\_Traffic acquisition** ** ** Reference：www.google.com **For example:** - A user visits your web or app through an advertisement and enters their email to subscribe to your newsletter. (This is what the user acquisition report will show as the user's first source of acquisition.) - The user then finds your email in their inbox and clicks on a link in the email to return to your web or app. (This is what the traffic development report will show as the source that brought the user back to your web or app.) ### **Theme 2: Engagement** From the Engagement theme, you can understand what customers who come to your web + app have done on it! **⚡Engagement theme is divided into 5 report contents:** - **Engagement overview report:** Displays average user engagement time, number of user interaction sessions per user, popular web pages viewed by users in the past 30 minutes, total number of views and events, event counts broken down by event name, number of views broken down by web page title, number of users using web+app in the past 30 days, 7 days, and 1 day, user stickiness. **Engagement\_Engagement overview** Reference:www.cardinalpath.com - **Events report:** Provide a consumer behavior data report for your web+app.(e.g. consumer engagement, depth of web page browsing.) **Engagement\_Events** ** ** Reference：www.google.com - **Conversions report:** Provides event reports that can help bring revenue results for merchants. (e.g. starting checkout, purchasing.) **Engagement\_Conversions** Reference：www.google.com  - **Pages and screens report:** Provides the number of visitors to each page and screen. **Engagement\_Pages and screens** Reference：www.google.com ### **Theme 3: Monetization** From the topic of monetization, you can understand the actual revenue brought by customers! **⚡Monetization theme reports are divided into 4 types of content:** - **Monetization overview report:** Displays total revenue,  revenue changes, the total number of buyer changes, average purchase revenue per user, number of purchases, and revenue generated based on product name/coupon/promotion. **Monetization\_Monetization overview** Reference:www.cardinalpath.com - **Ecommerce purchases report:** Consumer purchase behavior on the brand's website. **Monetization\_Ecommerce purchases** Reference：www.google.com - **In-app purchases report:** Consumer purchase behavior within the brand's app. **Monetization\_In-app purchases** Reference：www.google.com - **Publisher ads report:** Revenue from various products is obtained from merchants through advertisements. **Monetization\_Publisher ads** Reference：www.google.com ### **Theme 4: Retention** Using the Retention theme, you can now understand the frequency and duration of user interaction with your web + app after their first visit. It shows the user's attachment to your website! **⚡The Retention theme is divided into the following 6 key summary sections:** - **New and returning users:** You can select it to view trend changes for new or returning users. **Retention\_New and returning users** Reference:www.optizent.com - **User retention by cohort:** A report of the return rate within 30 days of a new user's first visit to your web or app, with 3 lines showing the trend: the 1 day, the 7’s day, and the 30’s days after the user first visits the web or app. **Retention\_User retention by cohort** Reference：www.google.com - **User engagement by cohort:** The average time a new user spends on your web or app within 30 days, shown in 3 lines indicating the trend for the 1 day, the 7’s day, and the 30’s days after the user's first visit. **Retention\_User engagement by cohort** Reference：www.google.com - **User retention:** A record of the percentage of new users who return to your web and app within 42 days of their first visit, showing the daily return rate. **Retention\_User retention** Reference：www.google.com - **User engagement:** Record the percentage of users who revisit your web+app every day within 42 days after a new user arrives. **Retention\_User engagement** Reference：www.google.com - **Lifetime value:** The average revenue brought in by new users within the first 120 days. **Retention\_Lifetime value** Reference：www.google.com ## **Report collections - User collection** Through a user collection, the brand can identify users who have been using the web+app, including their location, age, gender, interests, and what technology they use. (e.g. browser version, app version) ### **Theme 1:Demographics** Through Demographics, the brand can understand users' identity information. Please note that the gender, interests, and age information of users can only be seen with Google Signal enabled in the Demographics report! **⚡The Demographics are divided into 2 types of report content:** - **Demographics overview report:** Displays the country with the highest traffic on web+app, real-time information within the past 30 minutes (e.g. number of users on the web per minute, the country with the highest traffic), cities with the most users, traffic performance by gender, traffic performance by interest, traffic performance by age group, and traffic performance by language. **Demographics\_Demographics overview** Reference：www.google.com - **Demographics details report:**(Views traffic performance by country, city, language, age, gender, and interest in different ways) 1. Displays traffic performance in bar chart format. 2. Shows traffic performance in scatter chart format and separates existing users and new users using X and Y axes. 3. Displays performance in table format for sessions, events, etc. **Demographics\_Demographics details** Reference：www.google.com ### **Theme 2:Technology** From the technology theme, the brand can understand what platform and system the user uses to interact with web+app. **⚡ Technology theme is divided into 2 report contents:** - **Technology overview report:** You can learn about the distribution of users across your web+app, the types of devices, operating systems, browsers, screen resolutions, app versions they use, and their respective traffic performance. **Technology\_Technology overview** Reference:www.theegg.com - **Technology details report:**(Viewing traffic performance for different browsers, device types, screen resolutions, and operating systems in different ways) 1. Display the performance of recent daily performance using line charts. 2. Display traffic performance using bar charts. 3. Display performance during work sessions and events using tables. **Technology\_Technology details** Reference：www.google.com ## **More reports: Realtime report** In the GA4 reporting interface, you will find a dedicated real-time report that allows you to see the last 30 minutes of user activity on your web + app. You can immediately monitor website activity for any changes to traffic impact. **The Realtime report is divided into the following 6 key summary sections:** **⚡ The number of users during the last 30 minutes (per minute)** **⚡ Divide users by source, medium, or advertising campaigns:** Learn which channel the user is coming from. **⚡ Divide users or new users by target audience:** Identify the user's identity. **⚡ Divide users by page title or screen name:** Find out what content a user has browsed. **⚡ Divide event count by event name:** Learn what events the user triggers. **⚡ Divide conversions by event name:** Find out what conversions the user completes. **Realtime\_Realtime overview** Reference:www.kristaseiden.com ## **Conclusion** The above is a simple introduction to the GA4 report. The GA4 report interface has added more visualization options compared to UA, allowing users to understand information more quickly and easily apply it to brand decisions. Brands that have not yet upgraded to GA4 should check back early to allow GA4 to collect more information about their users. 👉 For more details about GA4, click [here](https://www.tagtoo.com/en/contact-us?fbclid=IwAR0ytXQeocv3YjVpVLrmxrctQkmJF0uKIgQurTXzi5F_YsiUli3MHA5Qe5s) to leave your contact information and our specialist will assist you as soon as possible! ## ChizUP! Mother's Day Marketing Strategies: Full-funnel marketing increase 142% conversion rate growth URL: https://www.tagtoo.com/en/blog/study-case-chizup-en | Date: 2023-02-08 Summary: Our Client_ChizUP! Founded in October 2015, Taiwan's leading American style cheesecake store. A dessert chef, a designer and a marketing publicist, three men with different careers but similar tastes, discussed \"the best cheesecake\" at a gathering where the spark of ChizUP! was born. ## **Our Client\_[ChizUP!](https://www.chizup.com/)** **Founded in October 2015, Taiwan's leading American style cheesecake store. A dessert chef, a designer and a marketing publicist, three men with different careers but similar tastes, discussed "the best cheesecake" at a gathering where the spark of ChizUP! was born.** ## **Challenges and Goals** **Tagtoo has been working with ChizUP! since December 2021. During our first few months of cooperation, ChizUP! faced the dilemma of interruption of accumulated data and zero traffic due to the change of website opening system, which not only affected the SEO of their website, but also the effectiveness of advertising . Therefore, our primary goal is to assist in rebuilding website data, restoring the website traffic to its previous state. After that,  lowering the CPA and increasing the number of conversions.** ## **What We Did in Advertising Strategy?** 1. **Search Engine Results Page Optimization**  **Due to the traffic and data interruption, the Google search results were not as good as before. In order to increase website traffic, we did a comprehensive optimization of the search engine results page(which is also called “SERPO”).**  **First of all, we set a lot of brand words in search ads to prevent competitors from splitting our traffic. “Brand word” campaigns can effectively improve the quality score of ads and reduce CPA, and drive traffic for new websites at the beginning, allowing the advertising system to accumulate more data to speed up the completion of machine learning, and also help us quickly identify more potential keywords. Besides, we also launched a “product word” campaign to reach prospectors who are interested in cheesecake, accumulating a pool of traffic across the website.** ** We recommend businesses adopt a holistic advertising strategy when running search ads, even if your final goal is conversions, you still can’t ignore the importance of brand awareness and traffic.  2. Full-funnel marketing to accumulate a large traffic pool Based on the rules of the marketing funnel, we wanted to reach the audience at the upper funnel, so we could obtain traffic from the lower CPCs by running display ads. We then use different creative advertising ideas to communicate with potential consumers, while retargeting people who have visited the website on a high frequency. We also encourage our clients to try new advertising formats and channels. Google launched the Performance Max in 2021, and we've had multiple experiences running PMAX. Based on our experience, we believe that PMAX is very effective in driving the growth of ChizUP's revenue, and that we provide support for our clients to deliver PMAX ads, search ads and display ads at the same time to build a healthy marketing funnel cycle. 3. Allocate advertising budget effectively In the year-end e-commerce peak season, we observed that the market was fiercely competitive, resulting in relatively high ad diversion and conversion costs, so we decided to cut down the budget during this period, focusing on accumulating traffic and training machine learning data. Until the Lunar New Year’s Eve, the advertising account had gradually accumulated enough data, and then we increased the overall advertising budget and added and adjusted all visual and creative materials accordingly. This vital step has successfully brought us a large number of potential customers. During the Mother's Day period, we anticipate that the market demand will increase greatly, so we boldly increase the ads budget by two times. ## Peak Revenue During The Festive Season The advertising strategy of Mother's Day successfully increased ChizUP!'s overall conversion rate by 142%, lowered CPA by 33%, and achieved a ROAS of 6.2, reaching its revenue peak. Among all advertising channels, keyword ads brought in the most conversions at 64%, followed by PMAX at about 30%, with the rest of conversions coming from Bing keyword ads and Facebook banner ads. With the successful experience of the Mother's Day campaign, we replicated this advertising method to Father's Day and Mid-Autumn Festival, and adjusted the bidding strategy and ads banner according to the seasonal activities and offers, successfully creating online sales peaks in each festival and meeting the expectations of customers! ## 2022 Google Premier Partner Awards The project of our partnership with ChizUP! also won 2022 Google Premier Partner Awards for online business growth. We are honored to receive the support and recognition from Google, and we will continue to work together with a customer-focused mindset to achieve great results in the future! [Book](https://www.tagtoo.com/en/contact-us) your online advertising consultation now and create business opportunities with us! Email: [tagtoo@tagtoo.org](mailto:tagtoo@tagtoo.org) Tel: +886 2 2706 8657 Follow us to get more marketing tips! [Tagtoo LinkedIn](https://www.linkedin.com/company/tagtoo/) [Tagtoo TW](https://www.facebook.com/TagtooFans) [Tagtoo Global](https://www.facebook.com/TagtooAD) ** ## ChizUP! 全漏斗行銷策略，母親節轉換率突破性成長142% URL: https://www.tagtoo.com/blog/study-case-chizup | Date: 2023-02-08 Summary: 客戶介紹 ChizUP!成立於2015年10月，是台灣本土知名的美式起司蛋糕專賣店，出自紐約百年私房配方。一位甜點主廚、一位設計人、一位行銷公關，三個不同職業但具相同品味的大男人，在某次聚會中談論起「最好吃的起司蛋糕」因而擦出了ChizUP! 誕生的火花。 ## **客戶介紹** **[ChizUP!](https://www.chizup.com/)成立於2015年10月，是台灣本土知名的美式起司蛋糕專賣店，出自紐約百年私房配方。一位甜點主廚、一位設計人、一位行銷公關，三個不同職業但具相同品味的大男人，在某次聚會中談論起「最好吃的起司蛋糕」因而擦出了ChizUP! 誕生的火花。** ## **挑戰與目標** **塔圖在2021年12月開始與ChizUP!合作。當時ChizUP!因轉換網站開店系統，面臨過去積累數據中斷、全站流量歸零的困境，除了影響網站SEO以外，廣告成效也受到很大影響。因此，客戶希望我們可以協助重新積累網站數據，讓新網站流量恢復到過去的狀態，並且儘可能降低廣告CPA、提高轉換數量。** ## **廣告優化策略** 1. **搜尋結果頁優化，關鍵字廣告全面佈局** **由於更換新網站，導致流量與數據中斷，客戶的Google搜尋成績不如過往。為了解決網站流量下降的問題，我們透過關鍵字廣告做到搜尋結果頁的全面佈局與優化，即所謂SERPO(Search Engine Results Page Optimization)。首先，我們利用Google Adword的品牌字廣告呈現節慶活動等資訊，同時防止競品對手瓜分品牌字的流量。品牌字能夠有效改善廣告的品質分數和降低CPA，在廣告開跑初期可為新站有效帶動轉換，讓系統累積更多的數據加速完成學習，也能幫助我們快速找出有潛力的非品牌關鍵字。** **除了品牌字，我們也投遞了產品字廣告活動，吸引對起司蛋糕或乳酪蛋糕有興趣的受眾點擊廣告，累積全站的流量受眾池，同時還針對ChizUP蛋糕的最大的產品特色——「可在蛋糕上烙印生日日期」設定專屬的「日曆字」搜尋廣告活動，成功提升廣告點擊率，穩定為新官網導流。** **塔圖一直以來強調的關鍵字廣告策略即是「全盤佈局」，即便最終目標是提升轉換，也不可忽略前期曝光、導流的重要性。品牌字廣告活動能夠打中精準客群；產品字廣告活動則能夠觸及新客、擴大品牌影響力，雙管齊下才能長期為品牌帶來穩定收益。** 2. **開啟全漏斗行銷，累積官網流量池** **除了提升銷售業績，我們也必須將網站流量重新撐起，才有辦法恢復到過往的業績和廣告成效。考慮到行銷漏斗規則，我們希望能接觸各漏斗層級的消費者，因此除了Google Adword，我們也使用多媒體廣告獲取CPC較低的流量，打開上層漏斗(Upper Funnel)，累積一定的全站流量池後，再用不同切角的圖文素材與造訪過網站的潛在消費者(再行銷受眾)進行高頻次且精準的溝通。** **此外，我們也鼓勵客戶多方嘗試新的廣告形式與渠道。Google於2021年上線「最高成效廣告」(Performance Max)，有了先前幾位客戶的使用經驗後，我們一致認為PMAX能有效帶動ChizUP業績收益的成長，因此我們也幫客戶投遞了PMAX廣告，並持續搭配關鍵字和多媒體廣告，使網站有一個健康的行銷漏斗循環。** ** 3. 配合節慶檔期有效分配預算 ChizUP!廣告上線初期恰逢年末電商的購物大季，廣告市場競價激烈，導致當時的廣告導流與轉換成本都相對較高，因此我們決定這段期間採取較為保守的廣告策略，先把目標放在累積廣告帳戶的機器學習數據，等待烘焙業旺季——春節禮盒大季開跑，廣告帳戶已逐漸累積足夠的數據，這時候再加大整體廣告預算，並將所有視覺與文案素材都做了相對應的新增與調整。這一步全渠道的廣告投遞為ChizUp!導入了越來越多潛在顧客，讓全站流量穩定提升。 此外，我們也提前佈署母親節活動，在2-4月間建議客戶提供更多的廣告投遞素材，降低PMAX廣告CPA。母親節檔期間，我們預估市場需求量將大增，加上前期全渠道投遞已經累積足夠流量，因此在徵求客戶同意後，大膽將預算增加2倍，搭配廣告策略精準投放，動態優化。 ## 節慶檔期創下收益高峰 母親節檔期的操作，成功讓ChizUP!的整體轉換率提升142%，CPA降低33%，全站ROAS達6.2，後台業績收益達到最高峰。所有廣告渠道中，以關鍵字廣告帶來的轉換佔比最大64%，其次是PMAX廣告約佔30%，其餘轉換源自Bing關鍵字廣告以及Facebook貼文廣告。 有了母親節活動的成功經驗，我們將這套廣告心法複製到父親節、中秋節，並根據當季活動及優惠調整廣告出價策略與素材，成功在每檔節慶創造線上銷售業績的高峰，達成客戶的期待！ ## 2022年菁英合作夥伴大獎 與ChizUP!合作的成功不僅止於此，同時這項專案也讓塔圖榮獲了2022年度Google菁英合作夥伴大獎的線上業績增長獎項。我們很榮幸得到Google團隊的支持與肯定，未來也將繼續帶著以客戶為本的心，一起共創佳績！ [立即預約](https://www.tagtoo.com/contact-us)網路廣告諮詢，與塔圖一起共創商機！ Email: [tagtoo@tagtoo.org](mailto:tagtoo@tagtoo.org) 聯絡電話：+886 2 2706 8657 關注我們的社群，獲得更多行銷心法： [Tagtoo LinkedIn](https://www.linkedin.com/company/tagtoo/) [Tagtoo TW](https://www.facebook.com/TagtooFans) [Tagtoo Global](https://www.facebook.com/TagtooAD) ** ## What is Deep Learning? URL: https://www.tagtoo.com/en/blog/DL-1 | Date: 2022-12-21 Summary: The human brain produces intelligence through the connection of millions of neurons. Can machines also mimic the structure of the human brain to produce their own intelligence for learning and operation? The human brain produces intelligence through the connection of millions of neurons. Can machines also mimic the structure of the human brain to produce their own intelligence for learning and operation? The term "Deep Learning" may seem difficult to many people, but most people have come into contact with Deep Learning without realizing it. For example, chatbots, autonomous driving systems, voice assistants, and facial recognition are all examples of Deep Learning being applied in real-life. These tools may not be controlled by humans, but they have the same sensitive response-ability as humans. Today's article will take you to explore the mysteries of Deep Learning, and how machines can mimic human behavior through their own methods for making judgments and decisions. Let's learn about this powerful force in 5 minutes! **What is Deep Learning?** Deep learning is actually a functional formula. We give it a bunch of data, and it analyzes it through the layers of the neural network to come up with various answers and find the best solution closest to the standard answer. **The Basic Concept of Deep Learning** Deep Learning is composed of multi-layered neural networks that are similar in structure to the human brain. The 'depth' in Deep Learning refers to the many hidden layers in the model, and each hidden layer is capable of performing complex operations. Artificial neural networks are composed of three layers: the input layer, the hidden layer, and the output layer. This is because when a model is identifying an object, it needs to go through many stages and layers to make a judgment. - **Input layer:** The first layer of a neural network, responsible for transmitting data to other layers without performing any calculations on the data. - **Hidden layer:** Each model has a different number of hidden layers depending on the difficulty, the more hidden layers there are, the more complex the calculation and the more time it takes. A hidden layer is composed of several neurons, and learning begins here. The model primarily judges the data through a series of hidden layers and then obtains answers based on the different weights of each layer. - **Output layer:** receives data from the last hidden layer, which gets the desired response. **How does Deep Learning work?** The operating model of Deep Learning is divided into three steps: Forward Propagation, calculation of intermediate loss, and Back Propagation. - **Forward Propagation:** Data is input into the Deep Learning model and after each layer, a numerical response is obtained. - **Calculation of intermediate loss:** Compare the model's answer with the standard answer to determine how much the intermediate deviation(loss) is. - **Back Propagation:** In order to reduce the difference between the model's predicted answer and the correct answer, the predicted answer is pushed back into the model to adjust and optimize the proportion of hidden layers that can be used to predict the answer. According to the DNN/MLP model architecture mentioned in this article, increasing the number of hidden layers can help solve problems of higher complexity and difficulty because it allows the model to better fit the data. At this point, you may be wondering if more layers in a neural network always mean more accurate judgments by the model, or if every model should try to increase its hidden layers as much as possible? The following will provide some answers. - **Is it true that the more layers a neural network has, the more accurate it will be?** Not necessarily, due to the vanishing gradient problem. - **What is a gradient?** The update value and error value of the weights in a neural network should be proportional to each other. We call this phenomenon a gradient. In the model, the gradient is used to optimize the weight ratios for each layer of the model. The training process usually occurs during the Back Propagation process. - **Why does the vanishing gradient problem occur?** In some cases, the gradient value almost disappears, usually when the number of layers in the neural network is increased, and when combined with certain activation functions, such as sigmoid and tanh, this can cause the vanishing gradient problem. (\* An activation function is applied to the output of each layer in a neural network. The activation function allows the network to understand complex and nonlinear functions. Without an activation function, the network can only perform basic linear calculations, limiting the information it can learn and affecting the accuracy of the model.) - **What happens when the vanishing gradient problem occurs?** The model updates its weights based on the gradient to make more accurate predictions. However, when the model goes through more layers of judgment, the gradient becomes smaller and may even disappear, preventing the model from effectively updating the weights in each layer based on the gradient. If the model is unable to update its weights based on the gradient, it can result in a significant deviation between the predicted values and the corrected responses. - **How do we determine the optimal number of layers for our model?** In general, having more hidden layers typically leads to higher accuracy on the training data, but having too many layers can cause the model to overfit, resulting in high accuracy on the training data but low accuracy on actual predictions. Therefore, when determining the number of layers for a model, it is common to experiment with different numbers of layers and use the one that produces the highest accuracy on a test dataset. **What are the practical applications?** Deep Learning is most commonly used in speech and image recognition because speech and images are complex in terms of recognition and judgment. To illustrate the actual processes behind Deep Learning, we will use a model of how Deep Learning judges the items in an image. When it comes to judging items in an image, Deep Learning will read the pixels in the image and convert those pixels into meaningful information through filters, which is ultimately the answer we want from the image processing algorithm.  If this explanation is too abstract, Deep Learning is about mimicking the way the human brain works. When the brain reads an image, it starts by judging the outermost lines of the image, then processes the shape of the image, and finally derives the meaning of the image. For example, when judging a picture of a cat and a dog, the model uses filters to process the data from the image and extracts the edge lines, object contours, and prominent parts of the object. Based on these extracted features, the model can reasonably determine whether the probability of an object being a dog is higher or the probability of it being a cat is higher. Reference: [https://youtu.be/6M5VXKLf4D4](https://youtu.be/6M5VXKLf4D4) [https://www.simplilearn.com/tutorials/deep-learning-tutorial/what-is-deep-learning](https://www.simplilearn.com/tutorials/deep-learning-tutorial/what-is-deep-learning) [https://www.techtarget.com/searchenterpriseai/definition/deep-learning-deep-neural-network](https://www.techtarget.com/searchenterpriseai/definition/deep-learning-deep-neural-network) [https://panx.asia/archives/53209](https://panx.asia/archives/53209) ## 什麼是深度學習? URL: https://www.tagtoo.com/blog/DL | Date: 2022-12-21 Summary: 人腦透過數百萬個神經元連結來產生智慧，機器是否也能模仿人類大腦的結構，來產生自己的智慧進行學習與運作呢? 人腦透過數百萬個神經元連結來產生智慧，機器是否也能模仿人類大腦的結構，來產生自己的智慧進行學習與運作呢? 相信深度學習這個詞對很多人來講，會覺得看起來很困難，但其實大多數人在生活中都曾接觸過深度學習，只是我們並未意識到而已，舉例來說常應用在客服上的聊天機器人、近年最有話題熱度的自動駕駛系統、動口不動手超級方便的語音助理，以及臉部辨識等等...，這些都是深度學習實際應用在生活中的例子，以上提到的工具雖然都沒有真人進行操控，但卻都能擁有人類靈敏的反應能力；今天這篇文章就是帶你來探討深度學習的奧妙，機器是如何透過自身的方法，去模仿人類的行為並且去下判斷和決策的，透過5分鐘來了解一下這個即將改變人類生活型態的力量吧! **深度學習是甚麼?** 深度學習其實就是一個函數公式，我們丟一堆資料給他，他再透過神經網路中的層層結構進行分析，得出各種答案，並且從中找出離標準答案最近的最佳解。 **深度學習的基本概念** 深度學習是由類似於人腦結構的多層神經網路組成的，深度代表模型中的隱藏層很多，而其中每一個隱藏層都能執行複雜的操作。人工神經網路由:輸入層、隱藏層、輸出層，三種類別層級所組成，因為模型在識別物體的時候，需要經過很多階段和層級才能進行判斷。 - **輸入層:**神經網路的第一層，負責將資料傳輸到其他層，資料在這層不會進行任何運算。 - **隱藏層:**每個模型根據難易度擁有不同數量的隱藏層，隱藏層越多代表計算上越複雜、需要花費的時間也越多，一個隱藏層由數個神經元所組成，從這裡開始進行學習。模型主要透過一層層的隱藏層來判斷資料，再根據每一層不同的權重配置得出解答。 - **輸出層:**接收來自最後一個隱藏層的資料，藉由它我們能得到理想的答案。 **深度學習的運作模式?** 深度學習的運作模式分成三個步驟:正向傳播、計算中間的loss、反向傳播。 - **正向傳播:**資料輸入到深度學習的模型中，並經過層層判斷後，會得出一個數值答案。 - **計算中間的loss:**將模型得出的答案與標準答案做比較，得到中間的落差(loss)有多少。 - **反向傳播:**為了要減少模型預測的答案與正確答案之間的差異，會將預測出的答案回推到模型中，透過這個過程調整、優化各個隱藏層判斷答案的權重比例。 **該如何建立一個準確率高的模型架構?** 如果以我們本篇文章所提到的，藉由模仿神經系統而建構出的DNN/MLP模型架構來說，想要解決的問題複雜度、難度越高，則可以透過增加隱藏層數來解決，因為可以使模型更加擬合資料，那看到這裡相信很多人就會開始有疑問，是不是只要神經網路中的層數越多，模型在判斷上就會變得更加精準?是不是每個模型都盡可能地增加其中的隱藏層會最好?以下就來為你解答。 - **神經網路只要越多層就絕對會越精準嗎?** 不一定，有可能會遇到梯度消失問題（Vanishing gradient problem）。 - **什麼是梯度?** 神經網路中權重的更新值和誤差值應該成比例，我們將這種現象稱作梯度，在模型中梯度是用來優化模型裡各層的權重比例，通常發生在反向傳播的訓練過程中。 - **為甚麼會發生梯度消失的狀況?** 在某些情況下，梯度值會幾乎消失，通常是在神經網路層數越多的時候，並且搭配某些激活函數時，例如：sigmoid、 tanh ，會發生梯度消失的問題。 (\*激活函數:每一層的運算後都會加上一個激活函數，激活函數的存在能讓神經網路理解非常複雜和非線性的函數；如果沒有激活函數的話，就只能做最原始的線性計算，這樣的話神經網路能學習到的東西就非常有限，會影響模型的精準度!) - **梯度消失會發生甚麼狀況?** 模型是透過梯度去更新權重才能讓預測越來越精準，但當模型經過越多層的判斷時，梯度就會變得越來越小、甚至消失，導致模型無法有效根據梯度去針對每一層進行權重的更新。如果沒辦法再根據梯度去更新權重時，會導致模型所預測出的數值跟正確答案之間會有很大的落差。 - **該如何去決定模型的最佳層數?** 總而言之，通常隱藏層數越多，在預測訓練資料上正確率確實會越高；但層數過多也會造成我們所訓練的資料正確率很高，但實際預測的資料正確率很低的情況，所以一般在訂定模型層數時，會先大量嘗試各種不同的層數，最後使用在測試資料時正確率最高的層數。 **實際應用案例?** 深度學習最常應用於語音辨識、圖像辨識上，因為語音、圖像在辨識判斷上面較繁雜的關係，以下以深度學習如何判斷圖像中的物品為例，來說明他的實際運作過程。 如果以判斷圖像中的物品來說，深度學習會針對圖片中的像素(pixels)進行判讀，將圖片上的像素透過濾波器來轉換為有意義的資訊，最終就能輸出成我們想要得到的答案，如果這樣的說法太過抽象，那就簡單來說，深度學習其實就像在模仿人類大腦的運作模式，當人腦在讀一張圖的時候我們會先從最外圍的線開始判斷起，緊接著再去處理圖形的形狀，最後便能得出這個圖形的意義；以判斷貓跟狗的圖片為例子來說，透過濾波器將影像中的圖形做數據處理，並從中擷取出物體的邊緣線條、物件輪廓、突出部分，模型根據這些種種萃取出的特徵，就能合理判斷這個物體到底是狗的機率比較高還是貓的機率較高。 **塔圖又是如何應用深度學習呢?** 查看提升商品銷售量的秘訣👉[AI、機器學習、深度學習有什麼關聯或差異? (tagtoo.com)](https://www.tagtoo.com/blog/AI) [ ](https://www.tagtoo.com/blog/AI) [ ](https://www.tagtoo.com/blog/AI) 參考連結: [https://youtu.be/6M5VXKLf4D4](https://youtu.be/6M5VXKLf4D4) [https://www.simplilearn.com/tutorials/deep-learning-tutorial/what-is-deep-learning](https://www.simplilearn.com/tutorials/deep-learning-tutorial/what-is-deep-learning) [](https://www.simplilearn.com/tutorials/deep-learning-tutorial/what-is-deep-learning)[https://www.techtarget.com/searchenterpriseai/definition/deep-learning-deep-neural-network](https://www.techtarget.com/searchenterpriseai/definition/deep-learning-deep-neural-network) [](https://www.techtarget.com/searchenterpriseai/definition/deep-learning-deep-neural-network)[https://panx.asia/archives/53209](https://panx.asia/archives/53209) ## How to Generate Long-Tail Keywords Automatically? Here’s the AI Solution! URL: https://www.tagtoo.com/en/blog/Search-Engine-Marketing-en | Date: 2022-11-23 Summary: Did you know that SEM (Search Engine Marketing), a common marketing method used by marketers, can also be optimized with natural language processing (NLP) technology? We once helped a women's footwear e-commerce company to operate Google Search Ads with Tagtoo’s \"AI Keyword\" solution, and successfully increased the website’s traffic by 60%, bringing more new customers to the brand. Did you know that SEM (Search Engine Marketing), a common marketing method used by marketers, can also be optimized with natural language processing (NLP) technology? We once helped a women's footwear e-commerce company to operate Google Search Ads with Tagtoo’s "AI Keyword" solution, and successfully increased the website’s traffic by 60%, bringing more new customers to the brand. How do we optimize keyword advertising through NLP? What are the significant changes in the effectiveness of the optimized keyword ads? Before we get into this topic, you need to understand “Natural Language Processing” (NLP). # What is Natural Language Processing? Natural Language Processing (NLP) refers to the branch of AI. Just as the ultimate goal of all AI-related research, the goal of NLP is to enable machines to understand text and spoken words in much the same way human beings can. # **What is Natural Language?** Natural language is "natural" as opposed to a programming language. Natural language is born of the ability of people to communicate with each other, and it carries human cultural, thought, and emotional needs. There are many irregularities in grammar and sentence structure that take humans years to learn. How does a computer accurately understand human language from the start? We usually start with the smallest unit of language, a word. Just as the human brain can process that input, computers also have a program to process their respective inputs. Before the computer starts the processing, we have to convert the input, possibly a sentence, into a form which is easily comprehensible by the computer. The first requirement for a computer to process natural language is learning how to break down a sentence and understand the meaning of words. Suppose we want the computer to understand a sentence: "I'm happy today". First, the computer must break down the sentence into its constituent words. Second, the computer must learn to understand what each of these three words means. Natural language processing uses a combination of machine learning, deep learning and neural networks to keep repeating the processing and learning, until the computer can understand language like human beings. ## **When do we need NLP?** NLP has a wide range of applications like: **Simple applications:** Spell checking (Grammarly), Keyword search (Google Search Engine) **Moderate applications:** Information extraction from websites **Difficult applications:** Machine Translate, Semantic Analysis, Question Answering You may be interested in this article 👉[What Is The Difference Between AI, Machine Learning, Deep Learning?](https://www.tagtoo.com/blog/AI-EN) You may be interested in this article 👉[What is Machine Learning?](https://www.tagtoo.com/blog/AI-1-EN) # How does NLP work in keyword search ads? "AI Keyword" is a solution that combines the application of NLP to generate thousands of "long-tail keywords" based on all the content on your website, expanding the potential consumers with keyword ads. When the "AI Keyword" campaign starts, the system will also automatically optimize "long-tail keywords" based on each search volume, and automatically turn off the keywords that are not effective, extending more "long-tail keywords" based on those that are effective. This may sound a little bit complicated, but we only need to focus on one thing, that is, "AI Keyword" helps you save the time of brainstorming, and through NLP processing we make the task more efficient, comprehensive and accurate. It is not easy to generate thousands of "long-tail keywords" by setting manually, e-commerce sites always sell a wide variety of products, and will be based on the attribute name of the product. Users may also hope when they are searching for products, the result will better meet their expectations. However, if your keyword ads just focus on a few product words, you may lose a lot of opportunities. For example, if your website sells children's clothing, whenever you think about keywords, you may associate them with some assumptions. The people who will buy children's clothing may be mothers, and mothers may care more about the material of the clothes, so the keywords must be “pure cotton”, “soft and skin-friendly”. But there may be other products on your website with different functions and materials, different collections in different seasons, and various seasonal promotions. All of the information is important for consumers' decisions. Additionally, there may be more potential consumers than we expect, so the behavior of these consumers and the keywords they may search for will become a leak. That’s why we need AI help. # Which e-commerce are suitable for "AI Keyword"? NLP needs a lot of data to keep repeating the process and learning. Therefore, e-commerce who want to implement "AI Keyword" must meet several conditions. It is recommended that the number of products on your website should be at least 20, the more types of products the better for algorithm optimization.  In addition, the diversification of the product names is helpful for the computer to generate more “long-tail keywords”. For example, shoes are divided into: sandals, rain shoes, heels, and boots, the more diverse the product names will allow AI to generate more different keywords to enhance the exposure of the advertisement. "AI Keyword" can help monitor your advertising campaign 24 hours a day and adjust the strategy according to the situation of the campaign at any time, so you don't need to worry about missing the opportunities or spending unnecessary advertising budget. Are you still struggling with the performance of keyword ads? We hope "AI Keywords" can be your best partner in your marketing journey, feel free to [contact us](https://www.tagtoo.com/en/contact-us) for more details. # # References: **[Natural Language Processing (NLP)](https://www.ibm.com/cloud/learn/natural-language-processing)** **[natural language processing (NLP)](https://www.techtarget.com/searchenterpriseai/definition/natural-language-processing-NLP)** **[YT\_Natural Language Processing In 5 Minutes](https://youtu.be/CMrHM8a3hqw)** ## 想要設定關鍵字廣告，但是想不出好的關鍵字？有AI輕鬆搞定！ URL: https://www.tagtoo.com/blog/Search-Engine-Marketing | Date: 2022-11-23 Summary: 你知道原來行銷人員常用到的行銷方法，SEM(Search Engine Marketing)，也可以借助自然語言處理(NLP)技術來優化廣告成效嗎？我們曾協助一家女鞋電商操作Google關鍵字廣告(Google Search Ads)，透過塔圖的「AI產品字」解決方案成功提升了該網站60%的曝光量，關鍵字廣告也不再只依賴品牌字，而是將大部分預算都轉移到產品字，讓廣告因為客戶主動搜尋需求而出現，為品牌帶來更多新客群。 你知道原來行銷人員常用到的行銷方法，SEM(Search Engine Marketing)，也可以借助自然語言處理(NLP)技術來優化廣告成效嗎？我們曾協助一家女鞋電商操作Google關鍵字廣告(Google Search Ads)，透過塔圖的「AI產品字」解決方案成功提升了該網站60%的曝光量，關鍵字廣告也不再只依賴品牌字，而是將大部分預算都轉移到產品字，讓廣告因為客戶主動搜尋需求而出現，為品牌帶來更多新客群。 我們如何將關鍵字廣告與NLP技術結合？優化後的關鍵字廣告有什麼顯著的成效變化？本篇文章將一一帶你解析，正式進入這個議題前，你得先瞭解什麼是自然語言處理(NLP)？ # 什麼是自然語言處理(NLP)？ 人工智慧的研究領域中，有一項特別有趣的研究就是「自然語言處理」(Natural Language Processing，簡稱NLP)。如同所有AI相關研究的終極目標都是希望機器可以有人類一樣的思考邏輯，NLP的原理也相同，只是它聚焦在如何讓機器學會人類的溝通語言。 ## **什麼是自然語言(Natural Language)？** 自然語言所謂的「自然」，是相較於電腦的程式語言而言。程式語言是人類為了與電腦溝通而創造的；自然語言是人們之間溝通時自然形成的，人類的語言包含了文化背景、個人意志、情緒感情，甚至還有很多文法或句子結構之間的不規則情況，因此想讓機器學會人類的語言可不簡單，畢竟連聰明的人類都容易誤解語言的意義，那麼只懂「0」和「1」的電腦要如何學習呢？ 如果要讓電腦理解一串文字在說什麼，我們不能將文字直接扔給電腦，而是要轉換成它熟悉的形式，也就是符號，一般會以語言的最小單位——單詞，來讓電腦開始學習語言。 假設我們要讓電腦理解「我今天很快樂。」 首先得先讓電腦知道「我」、「今天」和「快樂」是3個代表不同意義的詞； 其次要讓電腦學會理解這三個詞分別是什麼意思； 也就是說電腦處理自然語言的首要條件，就是要學會如何「斷詞」與「理解詞義」。 ## **什麼情況下需要NLP？** NLP的應用非常廣泛，依照難易度來歸類分別有： **簡單的應用：**拼音檢查(Grammarly)、關鍵字搜尋(Google Search Engine) **中等的應用：**從網站或文件中解析內容 **困難的應用：**語言翻譯(Language Translate)、語譯分析(Semantic Analysis)、自動問答系統(ChatBox) 你可能對這篇文章感興趣👉[AI、機器學習、深度學習有什麼關聯或差異?](https://www.tagtoo.com/blog/AI) 你可能對這篇文章感興趣👉[你知道機器學習有哪些學習方式嗎?](https://www.tagtoo.com/blog/AI-1) # NLP如何在關鍵字搜尋廣告中發揮作用？ 關鍵字廣告的優點在於可以為品牌增加流量，只要你下的關鍵字夠精準，基本上你的廣告就會出現在可能對你商品感興趣的客群眼前。但是關鍵字組合有那麼多，我們要怎麼保證設定的關鍵字一定是消費者會搜尋的字詞呢？ 曾經設定過關鍵字廣告的你一定知道，手動設定關鍵字群組是非常有限的，可以想出幾十種關鍵字組合已經非常不容易(其中又包含品牌字、競品字和產品字)，並且還需要耗費非常多的時間。但是很多電商網站售賣的商品非常多元，並且會根據商品的屬性命名，使用者也有可能會根據自己的目標去搜尋更符合自己期待的商品，這個時候如果你的關鍵字廣告還是只有幾組產品字，那可能會讓你錯失很多與準TA接觸的機會。 舉個栗子🌰，假設你的網站所販售的商品是童裝，當你在發想關鍵字時，可能會根據一些假設來進行聯想，例如會買童裝的可能是媽媽，媽媽們可能最在乎衣服的材質，因此關鍵字需要出現：純棉、柔軟親膚等字詞。 但你網站上也許還有其他不同功能、材質的商品，不同的季節也會推出不同系列，還會有各種檔期的優惠活動，這些對於消費者來說都是非常重要的商品資訊。並且在我們預料之外，也許還有更多潛在消費者，這些消費者的行為、可能會搜索的關鍵字詞豈不就成了漏網之魚？ **要把這些資訊通通都安排進關鍵字廣告中，究竟該怎麼做呢？** 塔圖的「AI產品字」是一項結合了NLP的解決方案，它可以根據你網站上所有內容推斷出上千組「長尾關鍵字」組合，拓展關鍵字廣告可觸及的潛在消費者。當「AI產品字」的廣告活動開跑後，系統也會根據每組「產品長尾字」的搜索量自動優化，將成效不顯著的產品字自動關閉，再根據成效好的延伸出更多「產品長尾字」。 這樣聽起來好像有點複雜，但其實你只需要知道一件事，**那就是「AI產品字」幫助你省去了腦力激盪想文案、想關鍵字的時間，透過NLP處理讓發想關鍵字變得更高效、更全面、更精準。** # 哪些電商適合透過「AI產品字」優化關鍵字廣告？ 「AI產品字」對於關鍵字廣告而言是一種非常好的優化方案，但是想要執行這項技術還是需要達到一定的門檻，原因在於必須有足夠的資料量才能讓AI進行自主學習(NLP也是其中一種AI技術)。 因此，想要執行「AI產品字」，首先你網站上的商品數建議不少於20種，商品種類越多越有利於「AI產品字」的優化。此外，由於「AI產品字」是透過電腦運算生成各種「長尾關鍵字」的組合，因此網站上的商品名稱越多元也越好，例如鞋類產品又分為：涼鞋、雨鞋、跟鞋、靴子，多元的商品名稱可以讓AI產出更多不同的關鍵字組合，提升廣告的曝光度。 一般手動操作關鍵字廣告不可能無時無刻都在注意廣告的狀態，但是「AI產品字」能夠全天候24小時協助監視你的廣告活動，隨時因應廣告活動的情況調整策略，因此不需要擔心錯失商機，或是花費不必要的廣告預算。 你還在苦思關鍵字詞以及廣告文案嗎？我們希望「AI產品字」能夠成為你行銷路上的最佳夥伴，歡迎聯繫我們瞭解[更多詳情](https://www.tagtoo.com/contact-us)🔎 參考文章： **[Natural Language Processing (NLP)](https://www.ibm.com/cloud/learn/natural-language-processing)** **[natural language processing (NLP)](https://www.techtarget.com/searchenterpriseai/definition/natural-language-processing-NLP)** **[斷開中文的鎖鍊！自然語言處理 (NLP)是什麼？](https://aiacademy.tw/what-is-nlp-natural-language-processing/)** **[\[魔法小報\] 深度學習在自然語言處理（NLP）的技術與應用](https://ithelp.ithome.com.tw/articles/10209418)** **[YT\_Natural Language Processing In 5 Minutes](https://youtu.be/CMrHM8a3hqw)** ## Cookieless Solution: How should enterprises thrive without cookies? URL: https://www.tagtoo.com/en/blog/cookieless-solution-en | Date: 2022-11-09 Summary: With privacy awareness on the rise, third-party cookies have been gradually phased out of the market. But without cookies to track consumer behavior data, how can marketers continue to understand consumer needs and provide a personalized experience? Fortunately, dozens of the cookieless solutions have been rolled out, helping to go down the impact of third-party cookies. **With privacy awareness on the rise, third-party cookies have been gradually phased out of the market. But without cookies to track consumer behavior data, how can marketers continue to understand consumer needs and provide a personalized experience? Fortunately, dozens of the cookieless solutions have been rolled out, helping to go down the impact of third-party cookies.** **Each of the advertising channels has its own cookieless solution. What are the differences between them? Let’s find out about their technologies!** # **1.Meta Conversions API** **Meta has launched its Conversion API solution since 2021 which helps marketers to collect accurate data. Merchants collect user’s data by pixel in the past, which allows merchants to know exactly who has entered your website, which products they have viewed or which products they have added to their shopping cart. But now if users install ad blockers or use browsers that block third-party cookies (such as: Safari, FireFox, Brave), or even use iOS, the amount of data the pixel receives will be cut down, which may seriously affect the accuracy of data collected by advertisers.** **The Conversion API is a solution to solve the losing data, unlike pixels that send data from a browser-side, the Conversion API is a server-side tool, it can send events to Facebook's server through a server, it is also called “server-to-server”. The same way of server-side tool is also available for Enhanced Conversions in Google Ads, and Google Analytic 4.** **💡You should know about “Server-to-server”** **“Server-to-server” is a data streaming method that does not rely on cookies, but transmits data through an API on the web server side, which is not affected by the browser. Although “server-to-server” is not a panacea that can solve all the problems that will be faced in the future cookieless era, it can ensure that the data collected by the website is more complete for the subsequent optimization of advertising strategies.** **If you would like to learn how to connect server-to-server to your website, please [contact us](https://www.tagtoo.com/en/contact-us) and we are more than happy to discuss with you.** # **2.Google Enhanced Conversions** **Google emphasizes that brands should focus on first-party data and integrating machine learning to marketing strategies. Like Meta's Conversions API, Enhanced Conversions is Google's solution for advertisers, which compares a brand's first-party data with Google's third-party data to fill in the missing data while ensuring user privacy.** **Google says, "Enhanced conversion is a feature that improves the accuracy of your conversion measurement. It complements missing conversions by sending hashed first-party conversion data from your website to Google in a private-safe way.**  ** In fact, the principle behind "sending hashed first-party conversion data" is the same with “Server-to-server” data connection, which sends the conversion behavior of your website to Google for data comparison through the server side, so that your data can be more accurate. Enhanced conversion also has the following features. - Gives you a more complete view of your customer journeys - Provides you with more accurate conversion data so you know which strategies are really working - Provides more data to facilitate remarketing campaigns If you want to learn more about how you can string together Enhanced Conversions for your website, [contact us now](https://www.tagtoo.com/en/contact-us)!  # 3.The Trade Desk Unified ID 2.0 Unified ID 2.0 was launched by The Trade Desk (TTD), the world's largest advertising demand-side platform, to provide an open identity solution for the entire advertising ecosystem. It is identified through the user's email, and to protect the user's privacy, it encrypts all user information and generates a set of random codes, allowing advertisers and marketers to continue understanding their consumers, while providing a personalized advertising experience without using third-party cookies. Hundreds of companies have already become UID 2.0 partners, including publishers, SSPs and data & measurement. The reason why this solution is so well accepted by businesses is that TTD provides a fair trade solution for all advertisers outside the “walled garden” constructed by Google and Meta. It allows merchants to retain their autonomy and allows internet users to keep their privacy. UID 2.0 is not only applicable to websites, but also cross-platform to mobile apps and television networks. Recently, Disney+ has officially announced that it will cooperate with TTD in the future to launch a membership program that includes advertising, and LINE TV in Taiwan will also become one of the UID 2.0 partners, which shows that the industry is very confident of the future development of this program. You may be interested in this article 👉[What Do Enterprises Do with Expired Cookies?](https://www.tagtoo.com/blog/UID2.0-en) # 4.TikTok Events API TikTok has also launched the Events API solution. The solution is based on the same principle as the Facebook Conversions API, which also uses server-side data transfer to make advertising data more accurate. However, TikTok focuses on the high stickiness of platform users and encourages brands to produce more original content to attract the users in order to obtain more organic traffic, so even though there may be a lack of data without third-party cookies, it is still worthwhile for brands to obtain high exposure. In addition, TikTok also encourages brands to start live streams on the platform, combining their shopping ads to generate revenue. Given the current trend of TikTok ads, the platform is very suitable for getting low-cost traffic, especially in Southeast Asia, but the actual conversion benefits are yet to be tested. You may be interested in this article 👉[The rise of TikTok over Generation Z](https://www.tagtoo.com/blog/blog-id-101-tiktok-en) # 5.Yahoo ConnectID & Next-Gen Solution Yahoo has a high usage rate in Taiwan, with over 17 million active users every month, and also has its own online shopping platform. In order to help advertisers to measure the effectiveness of advertising, Yahoo has launched the ConnectID solution, which is through the encrypted Email as a way to identify users, so that advertisers can fully grasp the customer data. Next-Gen Solution is an advertising tool for identifying and targeting consumers, it combines machine learning and artificial intelligence algorithms, which can across Yahoo's search engine, mobile apps, and media platforms.  # 6.LINE Ads Platform(LAP) The advantage of LINE advertising is that it is not affected by the browser environment therefore they don’t worry about the Cookieless. The LAP advertising platform connects various LINE services, providing advertisers with a variety of audience categories, as well as personalized ad recommendations for different levels of membership, which can be very effective in practice, but may not be suitable for brands that want to reach a large number of people at once. # The Verdict: Server-to-server tracking solution is essential First-party data is essential in the cookieless era. The most direct solution is streaming the server-side tool to transfer data. We have found in many cases that 20-30% of data is lost on the browser-side, while “server-to-server” doesn’t collect accurate data immediately, so it is better to accumulate data sooner rather than later. “Server-to-server” is more like a monitor for your website, helping you to record all events that have occurred in your website, and it would become your most powerful database. The industries are now expanding into other MarTech approaches, with modular services, all to help marketers gain more insight into consumers. We can’t guarantee the effectiveness of advertising, but when everything is in place, success is not far away! If you have questions about “server-to-server”, or if you would like to learn more about our tech, feel free to [contact us](https://www.tagtoo.com/en/contact-us)! We are more than happy to discuss the best solution with you!** ## Cookieless時代企業該如何應戰？盤點各家解決方案！ URL: https://www.tagtoo.com/blog/cookieless-solution | Date: 2022-11-09 Summary: 隨著消費者隱私權意識抬頭，第三方cookies已經逐漸被市場淘汰，但是少了最直接追蹤消費者行為數據的管道，企業該如何持續瞭解消費者的喜好，提供個人化的消費體驗？所幸愈漸成熟的MarTech與人工智慧技術已經能夠幫助企業解問題，不會因為第三方cookies的退場而受到太大打擊。 **隨著消費者隱私權意識抬頭，第三方cookies已經逐漸被市場淘汰，但是少了最直接追蹤消費者行為數據的管道，企業該如何持續瞭解消費者的喜好，提供個人化的消費體驗？所幸愈漸成熟的MarTech與人工智慧技術已經能夠幫助企業解問題，不會因為第三方cookies的退場而受到太大打擊。** **各個廣告數據產業的龍頭都有自己的第三方cookies解決方案，究竟具體有哪幾種方式？他們之間有何不同？今天塔圖就帶大家盤點各家所提出的技術吧！** # **1.Meta Conversions API** **Meta自2021起就推出了Conversion API方案，以解決第三方cookies被淘汰的問題。使用Facebook投遞過廣告的商家們都知道，想知道消費進入網站的瀏覽數據，就必須設定像素(pixel)，它讓商家可以明確地知道誰進入過你的網站、瀏覽了哪些商品或是將哪些商品加入購物車，這些數據可以幫助商家針對個別潛在客戶進行廣告投放。但是現在如果使用者安裝了廣告攔截工具或是阻擋第三方cookies的瀏覽器(Safari, FireFox, Brave)，甚至使用iOS系統的用戶數據都將會流失，那可能嚴重影響廣告主收集的數據的準確度。** **Conversion API是為了解決數據缺失而出現的方案。有別於像素(Pixel)透過網站瀏覽器來傳送數據，Conversion API透過網站伺服器來發送事件到Facebook的伺服器，因此這種資料串接的方式又稱為「server-to-server」，同樣可以按照「server-to-server」的方式串接資料的還有Google Ads中的Enhanced Conversions，以及Google Analytic 4。** **💡你應該知道的「S2S」常識** **Server-to-server是一種資料串接的方法，它不需要依賴cookies，而是透過網站伺服器端的API傳遞數據，它不會因為使用者使用的瀏覽器而受到影響。雖然server-to-server不是萬靈丹，可以解決未來隱私權時代將面對的所有問題，但它能確保網站蒐集的數據更加完整，以利後續的廣告策略優化。** **想瞭解如何為您的網站串接「server-to-server」？[歡迎與我們聯繫](https://www.tagtoo.com/contact-us)，我們非常樂意與您分享並討論出適合您的方法！** # **2.Google Enhanced Conversions** **面臨Cookieless時代，Google強調品牌應該著重於整合第一方數據資料，並且結合機器學習以創造更高價值。如同Meta推出Conversions API，強化轉換(Enhanced Conversions) 是Google針對Cookieless提供給廣告主的解決方案，在確保用戶隱私權的情況下，將品牌的第一方數據與Google的第三方數據進行比對，以填補缺失的資料。** ** Google表示：「強化轉換是一項可以提高品牌方衡量廣告轉換準確性的功能。它可以補足缺失的轉換，以保有隱私權的方式從你的網站向Google傳送第一方轉換數據。」此外，Google也提出了「S.P.A.D.E.」的智慧行銷方案，內容包含所有Google主要的廣告方案與自動化服務，有興趣的朋友歡迎參考[這篇文章](https://www.thinkwithgoogle.com/intl/zh-tw/marketing-strategies/automation/2022-google-%E5%8F%B0%E7%81%A3%E6%95%B8%E4%BD%8D%E8%B6%A8%E5%8B%A2%E5%B3%B0%E6%9C%83-%E5%BE%9E%E5%83%B9%E6%A0%BC%E5%88%B0%E5%83%B9%E5%80%BC-%E5%96%84%E7%94%A8spade%E6%89%BE%E5%88%B0%E5%B0%8D%E5%93%81%E7%89%8C%E6%9C%89%E9%AB%98%E8%B3%BC%E8%B2%B7%E5%8A%9B%E7%9A%84%E6%B6%88%E8%B2%BB%E8%80%85/)。 其實，Google所說的「傳送第一方轉換數據」背後的原理就是Server-to-server資料串接，透過伺服器端，將你網站的轉換行為加密處理後傳送給Google進行資料比對，從而讓你所收集到的數據更準確，並且能確保用戶隱私權。強化轉換還有以下特點： - 讓你更完整地瞭解客戶旅程 - 提供你更準確的轉換數據，以便分析出哪些策略是有效的 - 提供更多有利於再行銷廣告活動的數據 想瞭解如何為您的網站串接強化轉換(Enhanced Conversions)？[歡迎與我們聯絡](https://www.tagtoo.com/contact-us)  # 3.The Trade Desk Unified ID 2.0 [Unified ID 2.0](https://www.thetradedesk.com/us/about-us/industry-initiatives/unified-id-solution-2-0)是由全球最大的廣告需求方平台The Trade Desk(TTD)推出，目的是為了提供整個廣告生態圈一個開放統一的解決方案。它透過使用者的電子郵件來認證，為了保護使用者的隱私權，它會將所有使用者資料加密並且隨機產生一組代碼，讓廣告商、品牌方能夠在不使用第三方cookies的情況下繼續提供消費者個人化的廣告體驗。 目前已有上百家企業成為UID 2.0的合作夥伴，包括出版商(Publishers)、供應商平台(SSP)以及數據提供商(Data & Measurement)。這個方案之所以備受廣大商家接納，是因為TTD在Google、Meta所築構的花園圍牆外提供了一個所有廣告使用者可公平交易的方案。它讓商家保留了自主權，也讓網路使用者保有隱私權。 UID 2.0不僅適用於網站，還可以跨平台到手機應用程式(moble app)、串流影音服務(CTV)，最近Disney+也正式宣布未來將與TTD合作推出含廣告的會員方案，LINE TV台灣也宣布將導入UID 2.0，可見業界非常看好此方案未來的發展。 你可能對這篇文章感興趣👉[沒有Cookie的網路世界，身為商家的你該有哪些準備？](https://www.tagtoo.com/blog/UID2.0) # 4.TikTok Events API TikTok也推出了[Events API方案](https://redtrack.io/blog/how-to-track-tiktok-ads-tiktok-pixel-vs-custom-tracking-solution/)，解決方案的原理與Facebook Conversions API相同，也是藉由伺服器端傳送資料，讓廣告數據可以更加準確。但TikTok主打平台用戶黏著度高，鼓勵品牌方多製作原創內容來吸引平台用戶的目光，以獲取更多自然流量，因此Events API的串接取決於商家認為是否有必要性。該平台非常值得品牌獲取高品質的的曝光，TikTok也鼓勵品牌方在平台上直播，結合他們推出的購物廣告以創造營利。 以TikTok廣告目前的趨勢來看，該平台非常適合獲取低成本流量，尤其是在東南亞地區，但實際轉換效益還有待進一步測試。 你可能對這篇文章感興趣👉[TikTok坐擁流量藍海，成為Z世代社群新星！](https://www.tagtoo.com/blog/blog-id-100-tiktok) # 5.Yahoo ConnectID 和 Next-Gen Solution Yahoo搜索引擎在台灣也有相當高的使用率，每月都有超過1,700萬活躍用戶，並且還擁有自己的購物商城。為了幫助廣告主進行成效衡量，Yahoo推出了ConnectID方案，透過加密Email識別用戶，當網站發生購買行為時，瀏覽器會自動回傳加密Email到Yahoo，讓廣告主可以完整掌握客戶數據。 Next-Gen Solution則是用在辨識及鎖定消費者的廣告工具，結合機器學習和人工智慧演算法，可跨Yahoo搜索引擎、手機應用程式以及Yahoo的媒體平台。如果對於Yahoo廣告投放有需求的品牌，可參考他們[一站式的廣告服務](https://promo.campaign.yahoo.com.tw/b2b/b2bmarketing/page.php?u=0d0931af-86d7-4692-901b-948bc24e2f35)。 # 6.LINE Ads Platform(LAP) LINE近年來也發展越來越多廣告服務，LINE廣告的優勢在於不受瀏覽器環境的影響，因此不擔心Cookieless的問題。LINE擁有屬於自己的生態圈，從新聞、追劇、支付功能、叫車等等都可以在app中完成，他們透過提供各種讓消費者感到便利的服務，讓消費者願意主動交換第一方數據，有利於廣告主針對有效消費者進行行銷。LAP廣告平台串連了各種LINE服務，除了有各種不同受眾可提供廣告主選擇，也可以精準針對不同級別的會員進行個人化廣告推薦，實際轉換效益非常可觀，但對於想要一次觸及大量新客的品牌來說或許沒那麼合適。 # 總結：Server-to-server的資料串接方式必不可少 看到這裡不知道大家有沒有發現，在未來Cookieless的時代，第一方數據必不可少，而最直接的方式就是使用「server-to-server」伺服器端傳送資料，我們在與客戶合作的許多案例中發現，目前透過cookies傳遞資料的瀏覽器端已經遺失了20-30%的資料，並且server-to-server並非一串接就可保證資料百分之百準確，因此資料的累積宜早不宜遲。Server-to-server像是網站的監視器，幫你把網站中發生的所有事件都記錄下來，當你有需要時，它就會成為你最有力的數據資料庫。 除了第三方cookies的解決方案，如今業界也開始拓展其他MarTech方式，越來越多模組化服務可讓企業導入，都是為了能夠幫助企業更入微地洞察消費者喜好。在瞬息萬變的市場中，沒有人能百分百保證廣告成效，但是當你已經把一切準備妥當，相信成功也已經離你不遠！ 如果你的網站在串接server-to-server上遇到困難，或者你想要更了解這項資料串接技術，歡迎你[聯繫我們](https://www.tagtoo.com/contact-us)預約免費的諮詢，我們非常樂意與您討論出最佳解決方案！** ## 你知道機器學習有哪些學習方式嗎? URL: https://www.tagtoo.com/blog/AI-1 | Date: 2022-10-26 Summary: 機器是透過什麼樣的方式學習資料並進一步去訓練模型? 🔸機器學習可以分為三大類學習方法： 1.監督式學習、2.非監督式學習 、3.強化式學習。 機器是透過什麼樣的方式學習資料並進一步去訓練模型? 🔸機器學習可以分為三大類學習方法： 1.監督式學習 2.非監督式學習 3.強化式學習 (接下來我們將以分辨老鼠和貓為例子，解釋三種機器學習運作模式) 🔸**監督式學習:**事前需要依靠大量的人工作業，先將我們要交給機器學習的物件資料，一一標籤出我們的預測目標(老鼠/貓)，而機器依據不同標籤內的特徵進行學習，不斷優化及提升模型的準確率(因為是透過人工分類，所以對於物件的判別精準度高，等同模型對照正確答案進行學習)。 【缺點】:因為監督式學習需要先進行標籤，所以當資料量大時，如果不能用有效的方法將資料標記上標籤，就會導致人工耗費大量的時間在標記上面! 【實際應用】:將標籤有老鼠的所有特徵資料、標籤有貓的所有特徵資料交給機器，讓機器根據標籤去學習老鼠和貓個別的特徵，再建造出用來判別兩者的模型。 【其他應用】:股價預測、文字情緒判斷。 🔸**非監督式學習:**只要給機器學習的資料中沒有標籤，那就是非監督式學習，機器會透過特徵資料之間的相似度來分群，會將特徵較相似的分群在一起，將他們歸為一類。 【缺點】:機器自行將相似的資料進行分類，但人類其實並不知道他的分類依據是甚麼，所以都是透過人工去自行猜測解讀；也有可能分出來的類別並不是我們所期待的! 【實際應用】:將一組含有老鼠、貓的所有資訊全部交給機器，讓機器靠著資訊中的特徵差異，自行去分類出老鼠、貓。 【其他應用】:資料分類。 🔸**強化式學習:**機器完全根據使用者給予的正反面反饋做學習，並做模型上的修正與調整! 【缺點】:當訓練的整體環境和實際應用的環境差異過大時，會使模型喪失準確度。 【實際應用】:使用者給予一個老鼠或貓的資訊，讓機器先給予他的答案，使用者再針對答案給予正、反回饋，機器會針對回饋進行調整。 【其他應用】:自動駕駛中自助停車的功能(不斷嘗試錯誤的停車方式，並從中調整得出正確的停車方法)。 ✅塔圖的廣告產品使用哪種機器學習的方式來訓練模型呢? - **廣告產品:**塔圖LTA資料受眾包 - **機器學習方式:**透過監督式學習訓練目標:我們希望透過過去使用者的行為資料，去預測未來使用者的行為(ex:會購買/不會購買)，並將預測出的受眾打包成受眾包，供廣告主在投放FB廣告時能選擇想要的受眾進行運用，不僅讓廣告受眾選擇上可以有更多的選擇，不局限於FB原有的興趣受眾，還能使投放上變得更加精準! - **受眾包更新頻率:**每日都會透過模型運算來更新受眾包中的受眾，並自動和FB後台進行連動。 - **運作模式:**我們發現消費者從點擊商品、加入購物車到最後完成購買，其實都存在著一定的規律，因此我們整理出這些購買行為的特徵，透過機器學習的演算法將這些購買行為的特徵進行演算，藉此預測出消費者未來的行為。 - **模型上的優化:**會不斷去比對我們所預測出會完成目標行為的受眾、實際有完成目標行為的受眾，並從中找出可以優化和改善的地方再去做模型上的調整，讓預測出的受眾能變得更加精準! 如果你的品牌想使用我們的LTA資料受眾包，或是有任何的廣告需求都歡迎與塔圖聯絡，我們專注於精準廣告投放技術，並以數據應用來優化廣告成效，為你提供最優質的廣告解決方案! 塔圖LTA受眾包產品介紹:[Tagtoo 資料受眾包](https://tagtoo.com/products/audience-material-package) 聯絡我們: [www.tagtoo.com/contact-us](https://tagtoo.com/en/contact-us)  Email📩: tagtoo@tagtoo.org 參考資料: [三大類機器學習：監督式、強化式、非監督式 – 工程師。日常 (wordpress.com)](https://ai4dt.wordpress.com/2018/05/25/%E4%B8%89%E5%A4%A7%E9%A1%9E%E6%A9%9F%E5%99%A8%E5%AD%B8%E7%BF%92%EF%BC%9A%E7%9B%A3%E7%9D%A3%E5%BC%8F%E3%80%81%E5%BC%B7%E5%8C%96%E5%BC%8F%E3%80%81%E9%9D%9E%E7%9B%A3%E7%9D%A3%E5%BC%8F/) [什麼是機器學習？| Oracle 台灣](https://www.oracle.com/tw/artificial-intelligence/machine-learning/what-is-machine-learning/) [伊雲谷eCloudvalley](https://www.google.com/url?q=https://www.ecloudvalley.com/tw/blog/machine-learning/&sa=D&source=docs&ust=1666759619722827&usg=AOvVaw3xOJSbPkc8Apx3sJCgivgR) [技術文章-強化學習(Reinforcement Learning)：入門指南--MATLAB, Simulink, Rational 專業技術服務盡在鈦思科技 (terasoft.com.tw)](https://www.terasoft.com.tw/support/tech_articles/reinforcement_learning_a_brief_guide.asp) ## What is Machine Learning? URL: https://www.tagtoo.com/en/blog/AI-1-EN | Date: 2022-10-26 Summary: 🔸Machine learning can be divided into three main categories: 1.Supervised machine learning 2.Unsupervised machine learning 3.Reinforcement learning 🔸Machine Learning can be divided into three main categories: 1\. Supervised Machine Learning 2\. Unsupervised Machine Learning 3\. Reinforcement Learning In this article, we will use examples of distinguishing between mice and cats to explain the three types of machine learning modes. 🔸**Supervised Machine Learning:** Supervised Machine Learning use labeled datasets to train models. First, we need to label the data with our target prediction(mice/cats). Machines are trained on labeled datasets and are able to predict the outcomes based on the training data. (Due to the model learning from labeled data, it can classify data or predict outcomes accurately.) 【Challenges】: Spending a lot of time on labeling data manually. 【Application】: Give the model a large amount of labeled data about 'mice and cats', the model will learn their characteristics and distinguish them. 【Other Applications】: Stock forecast, NLP. 🔸**Unsupervised Machine Learning:** The machine is trained by using unlabeled datasets, and it will sort the data into groups based on their similarities.  【Challenges】: Humans have no idea what the classification of Machine Learning is, so it's all interpreted by humans. Additionally, the results may not meet our expectations. 【Application】: Give the model the unlabeled data about ‘mice and cats’ and the model will sort them according to their characteristics. 【Other Applications】: Data classification. 🔸**Reinforcement Machine Learning:** Reinforcement learning is learning based on positive and negative feedback given by the user. 【Challenges】: The information provided by humans will have a major impact on model identification. 【Application】: The user gives information about ‘mice or cats’ while the model gives the answer; the user gives positive and negative feedback again, and the model will be adjusted for feedback. 【Other Applications】: Parking system in automatic driving. 🔸Tagtoo's products also incorporate a Machine Learning approach! - **Advertising products:** Label Target Audiences Solution - **Machine Learning methods:** Supervised Machine Learning product - **Functions:** We hope to predict buying behavior by using the behavior data. Enables advertisers to use those audiences in advertising. - **Operation mode:** We found that there is a common pattern in the consumer buying process. We therefore compiled those characteristics of purchasing behavior to predict the future behavior of consumers. Tagtoo consistently optimizes advertising effectiveness through data. We provide the best online ad experience for both advertisers and audiences.   If you have any advertising requirements, we are glad to have you contact us! Tagtoo’s official website: [Tagtoo Technology - Cross-platform Online Advertising](https://tagtoo.com/en) Email📩: tagtoo@tagtoo.org References: [三大類機器學習：監督式、強化式、非監督式 – 工程師。日常 (wordpress.com)](https://ai4dt.wordpress.com/2018/05/25/%E4%B8%89%E5%A4%A7%E9%A1%9E%E6%A9%9F%E5%99%A8%E5%AD%B8%E7%BF%92%EF%BC%9A%E7%9B%A3%E7%9D%A3%E5%BC%8F%E3%80%81%E5%BC%B7%E5%8C%96%E5%BC%8F%E3%80%81%E9%9D%9E%E7%9B%A3%E7%9D%A3%E5%BC%8F/) [什麼是機器學習？| Oracle 台灣](https://www.oracle.com/tw/artificial-intelligence/machine-learning/what-is-machine-learning/) [伊雲谷eCloudvalley](https://www.ecloudvalley.com/tw/blog/machine-learning/) [技術文章-強化學習(Reinforcement Learning)：入門指南--MATLAB, Simulink, Rational 專業技術服務盡在鈦思科技 (terasoft.com.tw)](https://www.terasoft.com.tw/support/tech_articles/reinforcement_learning_a_brief_guide.asp) ## How Deep Learning for Buying Behavior Prediction URL: https://www.tagtoo.com/en/blog/deep-learning-en | Date: 2022-10-14 Summary: Deep Learning is a subset of Machine Learning, which is also known as artificial neural networks(ANNs), it is an algorithm inspired by the structure of human’s brain. To explain \"deep learning\" in a simple way, it is to find out a function to solve a very specific problem. Due to the complexity of the function, we can’t find out on our own, that’s the reason we need Deep Learning to help humans solve the problem. ****Deep Learning is a subset of Machine Learning, which is also known as [artificial neural networks(ANNs)](https://www.techopedia.com/definition/5967/artificial-neural-network-ann), it is an algorithm inspired by the structure of human’s brain. To explain "deep learning" in a simple way, it is to find out a function to solve a very specific problem. Due to the complexity of the function, we can’t find out on our own, that’s the reason we need Deep Learning to help humans solve the problem.**** ** Deep Learning is widely utilized in businesses, solving the problem of human inability, which can analyze large amounts of data in a short period of time, and even extend to more applications, such as automatic copywriting, optimizing user experience, providing visual data analysis, and making consumer behavior prediction.** **The main value of deep learning in advertising is making consumer behavior predictions. We expect the "Deep Learning Model" can be trained to identify the outline of the buyer and the result may be verified in the future.** **In this article, we are going to show you how to scientifically measure the performance of deep learning models, even explain how we train deep learning models and how to predict consumers' purchase intent.** # **What’s the importance of data?**  **Today, understanding the needs of the consumers is very important for marketers. How much are consumers willing to pay for your products? How much time are they willing to spend on your store? Will they repurchase on your store? The more you know about your consumers, the more you can interact with them and fulfill them in a more effective way. How do you bring your brand closer to consumers? It all depends on the collected data.** **Flexible data for best decision** **The deep learning model makes the buying behavior prediction based on the past 7 days’ data, and predicts the audience’s action in the next 14 days. The prediction result will classify the audience as "will buy" and "won't buy", in order to evaluate classification models, we need to verify it with the real data.** # **Evaluating Deep Learning Models: Precision, Recall and F1-score** ## **Precision** **Precision is a measure of models’ positive predictions made are correct. It wants to find out the percentage of people who are actually buying. For example, if the model predicts that 100 people will purchase, but only 20 people have actually purchased, then the model's precision is 20%.** ## **Recall** **Recall is a measure of how many of the positive cases the model correctly predicted, over all the positive cases in the data. It gives a clear picture on how many people actually did purchase. According to the last example, if the total number of people who actually purchase is only 40, and the model has predicted 20 people of them, then the recall is 50%.** ## **F1-score** **F1-score is a measure combining both precision and recall. It helps balance the two metrics(precision and recall), requiring both to have a higher value for the F1-score value to rise. We can more intuitively evaluate the deep learning models through F1-score.** **📓Learning more about Precision, Recall & F1-score? Read an [article](https://towardsdatascience.com/a-look-at-precision-recall-and-f1-score-36b5fd0dd3ec) by Teemu Kanstrén.** **From past experiences, increasing in the precision rate is usually lower the recall rate, which means that we might miss out on a portion of potential consumers. That's why we bring in F1-score to balance it out.** **Tagtoo AI prediction results vs. Remarketing audience results** **In digital marketing, "remarketing" is the most common strategy out there. For e-commerce, "Products Page View" and "Add To Cart" are by far the easiest way in getting potential audiences for "remarketing".** **The results above shown that the precision rate of "Add to Cart" is higher than "Products Page View", but the recall rate is much lower, which means the number of audience is too few and the number of people who actually purchase is also relatively less. On the contrary, the recall rate of "Products Page View" is much higher than "Add to cart", but the precision rate is very low, which means that even though the number of audience is large, most of them don’t purchase.** **Q: Why is there a very large gap in both precision rate and recall rate between "Products Page View" and "Add to Cart" audience? What is the relationship between the two?** **First, we must understand the definition of the two types of audience mentioned above. It is the classification based on the users’ action on your website.** **There may be hundreds of thousands or even millions of people browsing your website every day, but how many of them will add items to their cart? Based on [the survey by databox](https://databox.com/improve-add-to-cart-conversion-rate), the average add-to-cart rate is 3-4%.** **** **You can imagine that the "Products Page View" and "Add to Cart" audience are like a funnel that filters out users who are more likely to purchase, with fewer and fewer audience in the lower stage. The results of "Tagtoo Deep Learning Model" shown a much higher precision and recall rate compare to "remarketing audience" with a F1-score of 29%. This indicates that the predicted audience has doubled the conversion rate of "remarketing".** **Creating a new type of audience** **We hope to offer our clients more choices on advertising, so we applied the data from our clients, OB Design, with deep learning models to make the buying behavior prediction. The predicting audience has a wide usage, not only in advertising, but also in membership marketing or email marketing.** # **Training for Tagtoo Deep Learning Models** **Step1: Website Data Processing** **E-commerce websites have an average of 5 million data per day. In order to improve the efficiency of the deep learning model, we must compress the data and decide which features to train the model.** **Step2: Deep learning model optimization** **The characteristic of e-commerce data is chronological, each consumer has a series of purchase signals that must be linked sequentially. Thus, we use Recurrent Neural Networks (RNN) and Long Short-term Memory (LSTM) to train the model, it can be interpreted as a "memory neural network" that allows the model to distinguish the pattern in which each purchase occurs.** **Step3: Verify with real data** **The results of the deep learning model need to be verified with the real data. As mentioned earlier, the deep learning model will use the past 7 days’ data to predict the buying behavior in the next 14 days, so we need to prove the result and find out the error of the deep learning model. We always want to lower our error when training a model, optimizing a model until it reaches a lowest error rate.** **** **Customized models for different industries** **We do not use a single model in every situation or industry. Instead, we train different models accordingly. By extracting the right data, we'll able to predict the buying behavior accurately.** # **What are the benefits of using deep learning models?** **1\. Extensive data insight** **AI can provide an extremely broad view of massive amounts of data exactly and quickly.** **2\. Truly understand your customer** **Marketers have more beneficial clues, such as customer profiles and product preferences, to adjust marketing strategies.** **3\. Targeting more precise audiences** **AI can identify audiences with higher conversion rather than searching blindly.** **4\. Customized audience** **Flexible adjustment according to particular industries and customer needs.** # **The Verdict** **Big data analytics can bring infinite possibilities for enterprises, nevertheless, only the proper analysis can deduce beneficial information from the data. We believe marketers who know how to use data will be able to stand out in the future.** ** If you are interested in learning more about how we use deep learning in digital marketing, please [contact us](https://www.tagtoo.com/en/contact-us) for consultation.** ## 如何用深度學習(Deep Learning)實現自動預測廣告受眾？簡單範例教你看懂深度學習！ URL: https://www.tagtoo.com/blog/deep-learning | Date: 2022-10-14 Summary: 深度學習(Deep Learning)是機器學習(Machine Learning)的一個子領域，由於這是受到人類大腦結構所啟發的一種演算法，因此又稱為人工神經網絡。用一句話簡單解釋「深度學習」，那就是為了找到解決某個問題的函式(Function)。由於這組函式非常複雜，人類沒辦法靠自己找到，所以我們希望訓練機器來幫助人類解決問題。 **深度學習(Deep Learning)是機器學習(Machine Learning)的一個子領域，由於這是受到人類大腦結構所啟發的一種演算法，因此又稱為人工神經網絡。用一句話簡單解釋「深度學習」，那就是為了找到解決某個問題的函式(Function)。由於這組函式非常複雜，人類沒辦法靠自己找到，所以我們希望訓練機器來幫助人類解決問題。** **深度學習被廣泛地被應用在商業活動中，它解決了人腦無法短時間針對海量資料進行全面分析的問題，甚至能延伸出更多應用，像是自動撰寫文案內容、強化使用者經驗、提供視覺化的資料分析、做未來的消費預測。** **在廣告應用層面，深度學習最主要的貢獻就是進行消費行為的預測，我們期待深度學習模型能夠找出購買者輪廓，進而預測未來可能發生消費行為的「潛在客戶」。這篇文章除了帶大家瞭解如何科學衡量深度學習模型的好壞，也將解析塔圖如何訓練深度學習模型，究竟如何才能提前預測消費者的購買意圖？** # **數據有多重要？** **如果可以知道使用者對哪些商品感興趣？使用者對你的商品願付價格是多少？使用者願意在你的網站花費多少時間？使用者下次進入你的網站會不會購買商品？廣告主是否就能更快速瞭解客戶、以更有效的方法與他們互動呢？究竟要如何達成以上目標，拉近品牌與消費者的距離呢？那就要靠數據幫你尋找答案！** ## **更靈活運用網站數據資料、掌握消費者輪廓** **我們根據網站使用者資料進行未來消費行為預測，以網站過去 7 天的「行為數據」來預測未來 14 天他們是否會消費。深度學習模型的預測結果將使用者分爲「會消費」及「不會消費」，想知道深度學習模型的預測究竟準不準確，那就要與真實結果進行驗證。IT 界最常見的兩種衡量指標就是 — 精確率 (Precision) 及召回率 (Recall)。** **如何評估深度學習模型：精確率、召回率、F1-score** **** ## **什麼是精確率 (Precision) ？** **精確率是為了驗證 AI 模型預測的結果中，實際上有消費的人數比例。假設塔圖 AI 預測了 100 人會消費，而這 100 人當中就有 20 人實際上有消費，那 AI 的精確率就是 20%。** ## **什麼是召回率 (Recall)？** **召回率是為了驗證所有實際上有消費的人數中，塔圖 AI 成功預測的比例。假設實際總消費人數只有 40 人，塔圖 AI 就預測到其中的 20 人，那召回率就是 50%。** ## **F1-score** **精確率 (Precision) 和召回率 (Recall) 能算出一個值 — F1-score，是為了方便我們更直觀地判斷深度學習模型的學習成果，當模型的精確率和召回率越高，表示預測的結果越準，F1-score 也會隨之上升。** **📓想更了解Precision, Recall, F1-score的定義？請參考這篇來自[辛西亞的技能樹的文章](https://cynthiachuang.github.io/Common-Evaluation-MetricAccuracy-Precision-Recall-F1-ROCAUC-and-PRAUC/)。** **在過去廣告投放的案例中，我們發現受眾的精確率和召回率很難同時提升，當精確率很高，召回率就會變低 (表示預測結果雖然準確，但是受眾人數不夠多)；而當召回率提升，精確率又會明顯降低 (表示預測的受眾人數變多了，但預測錯誤的比例提升)。** ******** # ****塔圖 AI 預測結果 VS 再行銷受衆結果**** ****「再行銷」是電商最常用的行銷策略，其中「瀏覽官網商品」以及「加入購物車」是兩種最容易接觸潛在消費者的方式。**** ****從上方的統計圖中我們發現，「加入購物車」的精確率相較於「瀏覽官網商品」的精確率要高，但召回率下降很多，這表示「加入購物車」能匡列的受眾人數太少，實際上會消費的人數也相對少。反之，「瀏覽官網商品」的召回率相較於「加入購物車」的召回率要高很多，但精確率卻非常低，這表示即便匡列的受眾人數很多，但大部分都不會消費。**** ****Q: 大家可以想想看，為什麼「加入購物車」和「瀏覽官網商品」的精確率與召回率之間的落差那麼大？這兩者之間到底存在怎樣的關係？**** ****首先我們必須理解上述2種受眾的定義是什麼？它們是根據使用者在你網站上的執行的動作而判斷的。每天可能有幾十萬，甚至幾百萬人瀏覽你網站的商品，但是會將商品加入購物車的人也許就沒那麼多了，因此根據「瀏覽商品」這個行為可以匡列的受眾會遠比「加入購物車」要多。但是哪種受眾的購買意圖會更加強烈呢？答案當然是後者。**** ** ** ******「瀏覽官網商品」和「加入購物車」就像是漏斗，一層一層篩選出更有機會消費的使用者，漏斗下層的人數也會越來越少。「塔圖深度學習模型」的預測結果顯示精確率與召回率都比「再行銷受眾」更高，F1-score 可提升至 29%，表示 AI 預測的受眾有機會取得「再行銷受眾」 2倍以上的轉換率！****** **** **** # ****塔圖攜手OB嚴選創造嶄新的廣告投放受眾**** ****我們希望幫助客戶在廣告投放時可以有更多選擇，不再只仰賴再行銷、新客、興趣愛好受眾，因此我們應用 OB 嚴選站內的數據，搭配深度學習模型，預測使用者未來的消費行為，預測受眾在經過10週的 Facebook 廣告投放後，我們效果比起直接打包會員名單來得更加有效，成功為品牌提升了27%的轉換率。AI 模型預測受眾的應用非常廣泛，除了能在各個媒體上投放，還能用在會員行銷、電子郵件行銷等。**** # ****塔圖深度學習模型的訓練方法**** ****Step1: 網站資料處理**** ****一間電商每天平均有 500 萬筆資料，為了提升 AI 的運算效率，我們必須先將資料壓縮整理，並且決定要使用哪些特徵 (Features)來訓練模型。**** ****Step2: 深度學習模型的運算及優化**** ****電商資料是有時間順序的，因為每位消費者在最終購買前都會有一系列的購買訊號，這些訊號必須按照時間順序串連在一起，因此在訓練深度學習模型時必須運用遞歸神經網路 (Recurrent Neural Networks，RNN) 及長短期記憶模型 (Long Short-term Memory，LSTM) ，我們可以理解為「有記憶的神經網路」，它能讓模型分辨每個購買行為發生的先後順序。**** ****Step3: 與真實資料進行驗證**** ****深度學習模型的預測結果需要與真實資料進行比對，前面提到深度學習模型會以網站過去 7 天的數據來預測未來 14 天的購買行為，因此當預測結果出爐，我們會與實際上在未來14天有消費的受眾進行比對，以找出AI模型預測的誤差。誤差越小表示模型訓練越成功，反之就需要再進一步優化模型。**** ******** ****因應不同產業可客製化的塔圖 AI**** ****塔圖 AI 不侷限於將一種模型套用在所有情境身上，而是根據不同的產業、撈取不同的資料、訓練不同的模型，並且每天根據最新數據重新預測未來 14 天的使用者消費行為。當模型學習更多數據時，我們就能更了解特定產業消費者的面貌，意味著AI的預測會變得越來越好。**** # ****使用 AI 深度學習模型預測受眾對電商而言有什麼好處？**** ****1.廣泛且細微的數據洞察**** ****AI 能比人工更精確且快速地針對海量數據進行極度廣泛的觀察。**** ****2.掌握更多消費者線索**** ****行銷人員可掌握更多有利線索，例如：顧客輪廓、產品喜好，以調整行銷策略。**** ****3.篩選更精準的受眾**** ****比起大海撈針或盲目選擇受眾，AI 預測能匡列出轉換機率較高的受眾。**** ****4.可提供客製化的受眾包**** ****根據產業特徵與客戶需求彈性調整，比起一般數據庫更具獨特性。**** # ****總結**** ****大數據分析能夠帶給企業無限的可能，然而唯有精確且恰當的分析才能從數據中推測出對自己有利的訊息，AI就是一種可以讓數據發揮更大效益的方法，市面上出現越來越多以AI主導的數據分析平台證明了這一點。我們相信懂得充分運用數據的企業一定能夠在未來的市場中佔有一席之地。**** **** 如果你有興趣了解更多我們的深度學習技術，歡迎[聯繫我們](https://www.tagtoo.com/contact-us)預約免費顧問諮詢。**** ## What Is The Difference Between AI, Machine Learning, Deep Learning? URL: https://www.tagtoo.com/en/blog/AI-EN | Date: 2022-10-07 Summary: Netflix and YouTube’s personalized video recommendations algorithm, AlphaGo and automated driving, all of these are AI technology. In the process of understanding the field of AI, you would often see the terms\"Machine Learning\" and \"Deep Learning\". So what do they really mean? What are their connections with AI? Let's find out! Netflix and YouTube’s personalized video recommendations algorithm, AlphaGo and automated driving, all of these are AI technology. In the process of understanding the field of AI, you would often see the terms"Machine Learning" and "Deep Learning". So, what do they really mean? What are their connections with AI? Let's find out! 🔸AI is actually a large collection of Machine Learning, and Machine Learning includes Deep Learning, so it can be said that both Machine Learning and Deep Learning are a kind of AI. **1\. Artificial Intelligence (AI):** In a broad sense, a computer that mimics the behavior of a human would be Artificial Intelligence. **2\. Machine Learning (ML):** A model is trained on a large amount of data so that the questions can be answered by the model itself. Machine Learning is a series of algorithms that use algorithmic processes to analyze data and make decisions. Mainly applied when judging things that are not complicated. (Ex: buy or not buy.) **3\. Deep Learning (DL):** Deep Learning is a subset of Machine Learning, but it performs better than Machine Learning when the data is complex, and the content of a judgment is images, audio, and text! Deep Learning is a technique that uses the way a human brain filters information.  Mainly applied to things that are more complex in judgment. (Ex: chatbot) 🔸**Artificial Intelligence (AI) is restructuring the way advertising works!** Many automated advertising platforms have used AI techniques in their product offerings. Using an algorithm to analyze the effectiveness of advertising data, and learning audience optimization. The system can effectively analyze valuable information through a large amount of learning over a long period of time so that the maximum benefit can be obtained with the least cost placement! Tagtoo has been working on AI technology for a long time, and we use Deep Learning to predict potential audiences! Based on the behavioral data in the past 7 days, we can predict the consumption behavior of the user in the next 14 days. The result can further be used in digital advertising. By targeting the specific consumer, we are able to increase conversion while decreasing the marketing budget. References:  [什麼是人工智慧、機器學習和深度學習?. 人工智慧/人工智能（Artificial Intelligence, AI… | by Tommy Huang | Medium](https://chih-sheng-huang821.medium.com/%E4%BB%80%E9%BA%BC%E6%98%AF%E4%BA%BA%E5%B7%A5%E6%99%BA%E6%85%A7-%E6%A9%9F%E5%99%A8%E5%AD%B8%E7%BF%92%E5%92%8C%E6%B7%B1%E5%BA%A6%E5%AD%B8%E7%BF%92-587e6a0dc72a) [Artificial Intelligence vs. Machine Learning vs. Deep Learning | Built In](https://builtin.com/artificial-intelligence/ai-vs-machine-learning) [https://www.google.com/url?q=https://www.opensourceforu.com/2022/08/ai-ml-and-dl-whats-the-difference/&sa=D&source=docs&ust=1665134896838810&usg=AOvVaw0omL-nsQ10E3GHBU1zdq3\_](https://www.opensourceforu.com/2022/08/ai-ml-and-dl-whats-the-difference/) ## AI、機器學習、深度學習有什麼關聯或差異? URL: https://www.tagtoo.com/blog/AI | Date: 2022-10-07 Summary: Netflix&Youtube個人化的影片推薦、AlphaGo在圍棋上戰勝人類、以及汽車自動駕駛等，這些都是透過AI技術所達成的，也因為這些功能日益壯大，才讓AI逐漸被人們所認識及熟知!在了解AI領域的過程中，不知道你會不會常常看到機器學習(ML)、深度學習(DL)這2個專業術語，究竟他們跟AI存在著甚麼樣的關係呢?本篇文章就來為你解答他們之間的差異! Netflix&YouTube個人化的影片推薦、AlphaGo在圍棋上戰勝人類、以及汽車自動駕駛等，這些都是透過AI技術所達成的，也因為這些功能日益壯大，才讓AI逐漸被人們所認識及熟知!在了解AI領域的過程中，不知道你會不會常常看到機器學習(ML)、深度學習(DL)這2個專業術語，究竟他們跟AI存在著甚麼樣的關係呢?本篇文章就來為你解答他們之間的差異! 🔸AI其實是一個大集合，當中包含了機器學習，而機器學習中又包含了深度學習，因此可以說機器學習和深度學習都是AI的一種(如圖所示)；簡單來說AI是一個很廣泛的領域，涵蓋了有關機器學習的一切! - **人工智慧(Artificial Intelligence):**廣義來說，讓電腦模擬人類會做的行為，就可以被稱為是人工智慧；而機器學習跟深度學習就是讓機器做出那些行為、判斷的方法。 - **機器學習(Machine Learning):**需要透過大量的資料去訓練出一個模型，讓問題能通過該模型得出解答。 可以將機器學習視為一系列的演算法，藉由演算過程來分析數據並做出決策。 (主要是應用在判斷相對沒那麼複雜的事物上。Ex:判斷購買/不購買) - **深度學習(Deep Learning):**需要透過比機器學習更龐大的資料去訓練出一個模型，讓問題能通過該模型得出解答。 深度學習可以說是機器學習的子領域，但演算法上更加精密複雜，是以人腦神經系統的結構發展而來的，因此又稱為「人工神經網路」，透過多層次的複雜結構概念來提升模型能力，因此適合用在資料量大且複雜的內容像是圖像、音訊與語譯分析上，表現都比機器學習來的好。 (主要是應用在判斷結構複雜的事物上。Ex:聊天機器人) 總結來說，機器學習在應用上面主要以較容易判斷的事物為主；而深度學習相對來說比機器學習更加聰明，在應用上也可以處理比較複雜的事物! **🔸如何將AI應用在廣告上?** 許多自動化投放廣告的平台，其實也都加入了AI的機器學習與深度學習技術，透過演算法分析廣告的成效數據，並從學習出的資訊去做廣告受眾的優化調整，讓廣告投放也能加入科學方法運行。系統透過長時間大量的學習，能有效分析出有價值的資訊，並針對所得到的資訊做進一步的廣告調整，讓投放上能用最少的成本得到最大的效益。 塔圖也長期致力於AI的技術上，我們透過深度學習的方式來預測未來可能會購買的潛在受眾，根據過去7天有進站過的使用者進行行為數據分析，藉此預測出未來14天這些使用者的消費行為，並進一步打包出專屬受眾包應用於廣告投放上，讓廣告主能針對最有可能發生轉換的消費者投放商品廣告；而我們的模型也有通過科學方法的實際驗證，證實所預測出的受眾有機會取得比「再行銷受眾」還要多1~3倍的轉換率! 參考文獻: [什麼是人工智慧、機器學習和深度學習?. 人工智慧/人工智能（Artificial Intelligence, AI… | by Tommy Huang | Medium](https://chih-sheng-huang821.medium.com/%E4%BB%80%E9%BA%BC%E6%98%AF%E4%BA%BA%E5%B7%A5%E6%99%BA%E6%85%A7-%E6%A9%9F%E5%99%A8%E5%AD%B8%E7%BF%92%E5%92%8C%E6%B7%B1%E5%BA%A6%E5%AD%B8%E7%BF%92-587e6a0dc72a) [Artificial Intelligence vs. Machine Learning vs. Deep Learning | Built In](https://builtin.com/artificial-intelligence/ai-vs-machine-learning) [AI, ML and DL: What’s the Difference? (opensourceforu.com)](https://www.opensourceforu.com/2022/08/ai-ml-and-dl-whats-the-difference/) ## 5分鐘帶你快速了解GA4 URL: https://www.tagtoo.com/blog/GA4 | Date: 2022-07-26 Summary: 2023 年 7 月 1 日起，Google將淘汰Universal Analytics(簡稱UA，上一代的Analytics)改版成GA4，也就是明年UA版本裡原有的分析功能將完全停止運作，由新一代GA4的分析功能取代。這對原本熟悉於UA分析功能及介面的行銷人員而言，將會是一個巨大的改變。 在2020年Google的一份調查中，營銷人員表示，很難透過現有的UA功能去全面了解客戶，並且UA所提供的數據分析也難以協助企業達成業務上的目標，因此改善分析的指標是一件迫在眉睫的事情。過去，UA主要針對工作階段和用戶在網頁上的瀏覽時間來獲得資訊；而如今新一代的GA4將改變以往的做法，透過使用者和事件來作為分析的指標，整合舊版本的工作階段、瀏覽、畫面、事件、社交互動、交易次數等維度，結合成以「事件」來定義，幫助行銷人員更好的做決策分析! 2023 年 7 月 1 日起，Google將淘汰Universal Analytics（簡稱UA是上一代的Analytics，也可稱GA3）改版成GA4，也就是明年UA版本裡原有的分析功能將完全停止運作，由新一代GA4的分析功能取代。這對原本熟悉於UA分析功能及介面的行銷人員而言，將會是一個巨大的改變。 在2020年Google的一份調查中，營銷人員表示，很難透過現有的UA功能去全面了解客戶，並且UA所提供的數據分析也難以協助企業達成業務上的目標，因此改善分析的指標是一件迫在眉睫的事情。過去，UA主要針對工作階段和用戶在網頁上的瀏覽時間來獲得資訊;而如今新一代的GA4將改變以往的做法，透過使用者和事件來作為分析的指標，整合舊版本的工作階段、瀏覽、畫面、事件、社交互動、交易次數等維度，結合成以「事件」來定義，幫助行銷人員更好的做決策分析！ ## **GA4主要的五大改變** - #### **舊版只能收集web的數據，新版升級串連web和app數據** 過去當使用者的行為跨越不同平臺時，舊版UA收集到的資料會發生分散和收集不完全的問題，現在GA4可以串聯web和app數據，讓企業能夠跨越網站和應用程式查看使用者連貫的使用過程（我們稱為生命週期），全面了解客戶的完整活動軌跡，徹底改善過去UA無法連動web和app之間所生的資料缺失問題。 GA4能收集到使用者橫跨web和app端的操作過程和行為，得知他們是否有跨平台的瀏覽紀錄。透過掌握使用者的完整行為和旅程，有助於了解客戶的瀏覽習慣和行為模式，以此當作基準做出精準的決策判斷，改善企業整體的策略規劃。 - #### **事件追蹤功能增加為4個層級！** 舊版的UA更專注在工作階段，新版的GA4更專注使用者的行為（事件）！ GA4的追蹤事件分成四類： 1. 建議事件： Google會依據你的產業特性給予追蹤事件的建議。 2. 自訂事件： 用戶可以根據網站的需求自訂事件。 3. 自動收集事件：page\_view、first\_visit等這些事件都不需要依靠任何程式碼就能收集，並且會自動更新。 4. 加強型評估事件 ：新增以往沒有的事件收集，包括頁面滾動、站內搜尋和影片參與等。（\*\*GA4新增加的\[[加強型評估事件](https://support.google.com/analytics/answer/9216061?hl=zh-Hant)\]，更加細分使用者的瀏覽行為，當中包括頁面滾動深度、檔案下載、出站點擊、站內搜尋和影片互動等，這些資訊GA4會自動收集並預設開啟，同時也能根據自己的需求增加特定事件，如果你完全不需要這些功能時，也能自由選擇要關閉或開啟這些資訊，但額外要注意的是目前這項功能只支援web不包含app！） - #### **利用機器學習，預測未來7天可能購買或流失的受眾！** GA4透過機器學習，可以預測使用者的行為，能以近28天活躍的使用者來預測未來7天可能會完成特定轉換的用戶，並且系統預測出來可能購買的受眾只要完成與Google Ads的串聯，就能輕鬆導出到Google Ads，將這些受眾做為廣告投放的目標對象，並且連結至您資源的任何 Google Ads 帳戶都可自動共用「預測目標對象」;另外，系統也能根據過去一周的活躍使用者，幫你預測出未來一周可能會流失的眾受 ，並提供建議讓你知道該怎麼去改善銷行活動策略！ 香港麥當勞使用預測受眾-「可能七天的購買者」來增加訂單數量，並將其預測的受眾直接導出到Google Ads進行廣告投放，使麥當勞應用程式的訂單暴增了六倍以上、投資報酬率提高了 2.3 倍、收入增加了 5.6 倍以及每次操作成本甚至降低了 63%。 - #### **報表功能更簡化，讓使用者一讀就懂** GA4針對報表方面進行大規模整理，大幅簡化了報表內容，並讓報表資料增加更多視覺化的呈現方式，讓品牌能一看就懂；另外也增加了探索報表的功能，可以更深入了解使用者的瀏覽歷程。 - **結合BigQuery讓資料長久保存、數據分析更加精準** GA4資料最長只能保留14個月，如果想要永久保存就必須串聯[BigQuery](https://www.optimizesmart.com/how-to-connect-google-analytics-4-with-bigquery/)，所以相比UA來說，不會再被限制儲存資料的筆數;過去當UA資料過大或要看很細微的維度時，數據就會面臨被抽樣化的情況，導致數據的結果並不是那麼精準，現在結合BigQuery後不但可以看到更精確的數字、利用廣大的資料庫做更多不同的資料分析，還可以讓資料保存得更久！ ## **串接GA4的困難點?** 對於程式方面沒有一定底子的人來說，[串連基礎的設定](https://www.optimizesmart.com/how-to-connect-google-analytics-4-with-google-data-studio/)（ex：網頁瀏覽人數、曝光），並不是一件困難的事情，但是若要做更進一步的特定行為事件追蹤，在串聯上就會有一定的困難度，因為需要設定並嵌入特定的程式碼才能進行特定事件的追蹤，這方面就會有一定的技術門檻，因此建議可以找工程師幫忙執行，或是請有相關經驗的廣告代理商協助串接！ 雖然目前為止UA還可以運行，但提早串接GA4能讓新系統盡早開始收集到電商的資料，幫助提升未來整體分析結果的精準度，要注意的是現在UA中的資料是無法直接導入到GA4中繼續用作數據分析的，因此現在開始串聯GA4是有其必要性的，越早執行資料的累積和收集，當明年UA被淘汰後，就不會面臨數據平台突然的轉換所造成的窘境！我們建議商家可以同時使用UA和GA4進行數據分析，因為現階段GA4的分析功能還沒有完全成熟。另外對於行銷人員操作面而言，未來也不會因為一時不習慣Ga4的分析介面及模式而手忙腳亂！ 還有不到一年的時間可以準備GA4的到來，如果能把握這段過渡期累積使用者的資料，並且習慣這個與UA不同的數據分析模式，想必在今年7月UA正式被淘汰後，對品牌整體帶來的衝擊會比起完全沒準備小很多！ 👉想串接、升級GA4或想知道更多細節，歡迎[點此](https://tagtoo.com/contact-us)留下聯絡資料，我們將盡速安排專人為您服務! 參考文章：[](https://propelyourcompany.com/google-analytics-4-guide/) [https://propelyourcompany.com/google-analytics-4-guide/](https://propelyourcompany.com/google-analytics-4-guide/) [https://www.trafiki-ecommerce.com/marketing-knowledge-hub/new-google-analytics-4-ga4-what-is-it-how-it-helps-business/](https://www.trafiki-ecommerce.com/marketing-knowledge-hub/new-google-analytics-4-ga4-what-is-it-how-it-helps-business/) [https://www.growthspot.io/zh-hk/blog/introduction-to-google-analytics-4/](https://www.growthspot.io/zh-hk/blog/introduction-to-google-analytics-4/) [https://searchengineland.com/what-digital-marketers-should-know-about-google-analytics-4-375863](https://searchengineland.com/what-digital-marketers-should-know-about-google-analytics-4-375863) [https://www.searchenginejournal.com/ga4-starter-tips/](https://www.searchenginejournal.com/ga4-starter-tips/) ## 5 Minutes To Get You Know GA4 URL: https://www.tagtoo.com/en/blog/GA4-EN | Date: 2022-07-26 Summary: Starting July 1, 2023, Google will eliminate Universal Analytics (UA, the previous generation of Analytics) and replace it with GA4, which means that next year UA will be completely replaced by the new generation of GA4. This will be a huge change for marketers who are familiar with UA's analytics features and interface. Starting July 1, 2023, Google will eliminate Universal Analytics (UA, the previous generation of Analytics) and replace it with GA4, which means that next year UA will be completely replaced by the new generation of GA4. This will be a huge change for marketers who are familiar with UA's analytics features and interface. In a survey conducted by Google in 2020, marketers said that it is difficult to understand customers comprehensively through the existing UA functions, and that data analysis provided by UA is difficult to help companies achieve their business goals, so it is an urgent issue to improve the metrics of analysis. In the past, UA focused on work sessions and the user's browsing time on the web to get information; but now the new generation of GA4 will use users and events as analysis metrics, integrating the old version of work sessions, browsing, screen events, social interaction, transaction times and other aspects, combined with the definition of "events" to help marketers make better decision analysis and more efficient decision making. ## **Five Major Changes In GA4** - #### **The old version only supports web data, but the new version has been upgraded to connect web and app data!** > In the past, when the user's behavior crossed different platforms, the data collected by the old UA version would be spread out and collected not entirely. Now GA4 can combine web and app data, so that enterprises can view the user's continuous use processes (we call it the “life cycle”) across websites and applications, and fully understand the complete activity traces of customers, completely solving the problem that UA could not connect web and app data in the past. > GA4 can collect the user's operating process and behavior across web and app platforms, and know whether they have cross-platform browsing records. By grasping the complete behavior and journey of users, it helps to understand the browsing habits and behavioral patterns of customers, which can be used as a benchmark to make accurate decisions and improve the overall strategic planning of enterprises. - #### **The event tracking function is increased to 4 levels!** > The previous version of UA focused more on the work sessions, and the new version of GA4 focuses more on the user's behavior (events)! > GA4's event tracking is divided into four categories: 1. > Suggested events: Google will provide suggestions for tracking events according to your industry characteristics.  2. > Custom events: Users can customize events according to the needs of the website.  3. > Automatic collection of events: “page\_view”, “first\_visit”, etc. These events can be collected without relying on any code and will be updated automatically.  4. > Enhanced evaluation events: New events that were not available in the past will be collected, including page scrolling, site search, and video participation, among other things. (\*\* GA4's new \[enhanced evaluation events\] more detailed user’s browsing behavior, including page scrolling depth, file downloads, outbound clicks, site search, video interaction, etc. This information GA4 will automatically collect and pre-set to turn on but you can follow your own requirements to add specific events. If you do not need these functions at all, you can also freely choose to turn it off or on, but it should be noted that this feature is currently only supported by the web and not the app!) - #### **Using machine learning to [predict the audience](https://support.google.com/analytics/answer/9846734?hl=en) likely to buy or lose in the next 7 days!** > GA4 can predict user behavior through machine learning; and uses the active users of the past month to predict which users are likely to complete a specific conversion in the coming week. The system will also help you identify potential lost audiences and provide suggestions on improving your marketing campaign strategy! > McDonald's Hong Kong used predicted audiences - "likely seven-day buyers" - to increase orders and exported their predicted audiences directly to Google Ads for advertising, resulting in a more than six times increase in orders, 2.3 times increase in ROI, 5.6 times increase in revenue, and an even 63% reduction in cost per operation for the McDonald's app. - #### **The report function is simplified to make it easy for users to understand.** > GA4 has undergone a major restructuring of its report functionality, greatly simplifying the content and adding more visual presentations of data, making it easier for brands to understand. Additionally, the ability to explore reports has been added, allowing for a deeper understanding of users' browsing history. - #### **Combine with Bigquery for long-term data storage and more accurate data analysis!** > GA4 data can only be kept for a maximum of 14 months.If you want to keep it permanent, you have to combine it with [BigQuery](https://www.optimizesmart.com/how-to-connect-google-analytics-4-with-bigquery/). You are no longer limited to store the number of data compared to UA. The combination of BigQuery not only allows you to see more accurate numbers, but also allows you to use the vast database to do more data analysis, and to keep the data for a longer period of time! ## **What Are The Difficulties In Connecting To GA4?** Image Source: Tagtoo For those who do not have a lot of experience in programming, it is not difficult to [connect to basic settings](https://www.optimizesmart.com/how-to-connect-google-analytics-4-with-google-data-studio/) (ex: number of visitors, exposure). But if you want to do further tracking of specific behaviors, it will be difficult to connect because you need to set and insert specific code to track specific events, so there is a certain technical barrier. Therefore, it is recommended to get the help of an engineer or ask an advertising agency with relevant experience to help with the connection. Although UA is still running at this point.An early connection to GA4 will help the new system to start collecting data from e-commerce as soon as possible, which will help to improve the accuracy of the overall analysis results in the future. When UA is eliminated next year, you will not face the dilemma caused by the sudden change of data platforms! We suggest that companies use both UA and GA4 for data analysis; as the analysis function of GA4 is not fully mature at this stage. Marketers may be confused by the Ga4's analysis interface and mode in the future. You still have one year to prepare for the arrival of GA4. If you can effectively grasp this one-year transition period to build up e-commerce data and get used to this new data analysis model from UA, I believe that after UA is officially eliminated in July next year, the overall impact on merchants will be much smaller than if they were not prepared at all! Reference: [https://propelyourcompany.com/google-analytics-4-guide/](https://propelyourcompany.com/google-analytics-4-guide/) [https://www.trafiki-ecommerce.com/marketing-knowledge-hub/new-google-analytics-4-ga4-what-is-it-how-it-helps-business/](https://www.trafiki-ecommerce.com/marketing-knowledge-hub/new-google-analytics-4-ga4-what-is-it-how-it-helps-business/) [https://searchengineland.com/what-digital-marketers-should-know-about-google-analytics-4-375863](https://searchengineland.com/what-digital-marketers-should-know-about-google-analytics-4-375863) [https://www.searchenginejournal.com/ga4-starter-tips/](https://www.searchenginejournal.com/ga4-starter-tips/) ## 沒有Cookie的網路世界，身為商家的你該有哪些準備？ URL: https://www.tagtoo.com/blog/UID2.0 | Date: 2022-06-23 Summary: 自從Safari帶頭抵制第三方cookies後，Firefox、Edge等紛紛跟上，連市佔率最高的Chrome也公開聲明將在2023年終結第三方cookies。隱私權提升對消費者而言是好事，但是對於原本仰賴第三方Cookie追蹤使用者行為的廣告技術商而言卻是沈重一擊。 **Cookie消失對廣告技術商的影響** **自從Safari帶頭抵制第三方cookies後，Firefox、Edge等紛紛跟上，連市佔率最高的Chrome也公開聲明將在2023年終結第三方cookies。隱私權提升對消費者而言是好事，但是對於原本仰賴第三方Cookie追蹤使用者行為的廣告技術商而言卻是沈重一擊。** **但是，第三方Cookie消失了，不表示廣告會就此消失，而是廣告商在收集消費者數據方面會變得更具挑戰性。對廣告商而言，這可能會造成廣告CPM飆升以及廣告成效大幅降低等問題；對消費者而言，未來Web端很多有價值的內容可能都需要另外註冊才能瀏覽，質量越高的網站越有機會轉成付費機制。** ## **Cookie很危險嗎？** **Cookie本身不危險，只是暫存資料的區域，但是廣告商通過「第三方Cookie」能跨Domain追蹤個人在網絡上的瀏覽歷史記錄，這些資料會在互聯網當中與未知的群體分享，而被追蹤者沒有主控權，因此牽涉到了個人隱私權問題。** **消費者很少會思考自己與互聯網之間的[交換關係](https://www.connellypartners.com/what-is-the-quid-pro-quo-for-the-internet-and-how-are-cookies-evolving/)(the quid pro quo of the internet)，我們之所以能在網路上獲取免費的資訊，並不是因為有人在背後為消費者買單，而是因為我們交出了個人訊息，以換取內容。****社群平台、新聞網站和大多數網路服務通常都不向用戶收費，這些免費網站最大的收入來源是「廣告」，過去他們透過第三方Cookie直接收集到的使用者信息定位目標受眾，例如地理位置及人口統計、當前或過去的瀏覽或購買行為、消費者的偏好調查等信息，用於精準廣告投放。** **舉個例子，假設你在特定的服飾網頁瀏覽過商品，那你可能在滑FB或者其他媒體新聞網的時候就會看見瀏覽過的商品廣告，就是因為廣告商可以透過「第三方Cookie」知道你看過哪些商品。如今沒有了數據來源，無論對出版商、技術商或投放廣告的商家而言，都會造成很大影響。** **據[Google調查](https://services.google.com/fh/files/misc/disabling_third-party_cookies_publisher_revenue.pdf)在第三方Cookie被禁止以後，出版商的平均收入下滑了64%。也因此越來越多廣告商開始尋求替代第三方Cookie的解決方案。** **\>> 想了解更多不同Cookie的用途可以參考[這篇文章](https://termshub.io/learn/cookies)** ## **未來有沒有解決方案？** **許多大型廣告數據商已經推出自己的解決方案，像是The Trade Desk的UID2.0，但無論你選擇加入哪種方案，唯一確定的是未來不會再有「未經用戶允許」的追蹤方式，因此建議所有商家都必須未雨綢繆，將您網站的目光從第三方數據轉移至第一方數據。** ### **第一方數據** **第一方數據的好處在於它建立在「用戶同意授權」的基礎上，尤其是用戶電子郵件的登錄數據，UID2.0就是基於電子郵件識別用戶而衍生的解決方案，這些用戶資料都有助於未來廣告投放或站內行銷，因此各企業應該專注於更有戰略性地利用第一方數據創造更多可能性。****第一方數據收集對於用戶而言也更佳安全，不用再擔心自己的行蹤被「第三方監視」，在雙方協議的情況下，出版商和廣告商都必須遵循數據隱私管理。** **根據美國Statista針對營銷人員及出版商調查，截止2020年第四季度為止，將取代第三方Cookie的數據類型有：** **** **Source: [Statista 2022](https://www.statista.com/statistics/1222339/data-replace-third-party-cookies-usa/)** **統計顯示最可能取代第三方cookie的前三個標識符分別是用戶Email、第一方數據以及Universal ID(中文稱「統一ID」)。這表示擁有用戶註冊資料的網站，例如：串流影音平台、遊戲平台、社群平台等，能夠得到最準確的數據庫。但是，僅有用戶Email資料不足以串連整個互聯網，因此需要出版商與廣告商之間互相合作，以創造一個龐大的用戶數據資料庫。** **我們建議無論你屬於大型或小型企業，都必須儘可能獲取您忠實客戶的資料以利未來的廣告優化。很多商家也許面臨技術上的困難無法解決，這時候也可以選擇尋找第一方數據的合作夥伴以保持您廣告的成效。** **接下來要為大家介紹在眾多取代第三方Cookie方案中聲量最高，且最有望成為數位廣告圈新標準的UID2.0。** ### **Unified ID 2.0** **所有第三方cookie的替代方案中，The Trade Desk推動的Unified ID 2.0(簡稱UID 2.0)最有望成為廣告業界新標準。TTD作為全球最大的需求方平台（Demand-Side Platform，簡稱DSP），其目標是整合所有的數位媒體商，在Google或Facebook創造的圍牆花園以外建立全新的數位廣告生態。** **UID2.0像是一張網路世界的通用身分證，可以收集單一使用者跨Domain的資料。它是基於加密用戶電子郵件的一種追蹤方式，用戶在瀏覽網站前必須先登入電子郵件，並且網站有義務向用戶解釋數據的用途，由用戶決定是否接受以換取免費的內容。** **此外，UID2.0 是能夠跨廣告渠道運行的，廣告商可以依據每個使用者的識別證來了解不同廣告渠道（例如：串流電視、瀏覽器、行動裝置或其他影音平台）的廣告效果，從而提高廣告投放的精準度與效益。** **UID2.0保留了開放互聯網的關鍵價值，它與第三方Cookie最大的不同在於「使用者主控權」，前者所收集的資料都是經過使用者同意的「第一方數據」；後者則是直接在使用者的瀏覽器中強行置入「第三方Cookie」來獲取資料。** **但是只有這張身分證並不足以取代原本第三方cookie可以做的事情，因為透過各個網站而來的「第一方數據」必須經過比對才能被辨識為屬於同一人，因此必須加上User Unify才能把分散的數據串接起來，最終完成廣告商可利用的數據依據。** **Universal ID + User Unify = 原本第三方cookie可以做的事**  ** 如果你想了解更多有關UID2.0的官方說明，可以點[這裡觀看](https://www.thetradedesk.com/us/news/in-human-terms-episode-15-unified-id-2-0)由The Trade Desk CEO, Jeff Green解說的影片，內容簡單且詳細地介紹了這項計劃。 Jeff Green在影片當中強調了UID2.0的4個重點： 1. Unified ID是一組隨機的編碼，這組編碼是經過加密並且無規律的 2. 使用者驗證同意UID2.0的流程非常簡單且快速 3. 使用者可以掌控主導權，可選擇在特定的裝置上同意(ex:Chrome及iOS不會連動） 4. 每一個網站只需要驗證一次Email，無需重複動作 ** **Source: [The Trade Desk](https://www.thetradedesk.com/us/news/in-human-terms-episode-15-unified-id-2-0)** ## **Google終於同意ID識別方案！** #### **Google新推出的共用加密信號功能[(Encrypted Signals Program，簡稱ESP)](https://support.google.com/admanager/answer/10488752)，接受廣告商使用基於電子郵件的 ID(例如：UID2.0)進行交易。** ### **共用加密信號功能 Encrypted Signals Program** **今年3月，共用加密信號功能(ESP)進入試用階段，其中The Trade Desk及Mediavine等15家廠商的解決方案共同合作測試，表示Google已同意未來出版商可以用任意加密方法跟任何第三方廣告商溝通，並且不受Google限制。也就是說只要雙方知道怎麼交換就好，Google不會干涉也不會看到這些數據。加密後的數據不可逆，可以防止資料遭盜竊或洩露，無論對出版商、廣告主或用戶而言都更加安全。** **目前UID2.0的發展前景可說非常明朗，已經陸續有許多SSP、媒體、串流影音及廣告數據商都加入行列，如今Google Ad Manager也同意，可說是錦上添花。無論如何，這個方案究竟能不能無痛取代第三方Cookie，也許還是需要更多實際操作的成果才能下定論。** ## **台灣廣告產業目前的發展趨勢** **面對即將到來的Cookieless時代，台灣數位廣告圈也正在著手應對，除了配合Google及Facebook推出的相關解決方案，替各行各業的廣告主解決技術操作上的困難，部分技術商也開始發展自己的技術，也包括塔圖(Tagtoo)。** **塔圖擁有專業RD團隊，並且在廣告圈深耕十幾年，積累了龐大數據庫。下一步，我們將全力發展User Unifiy技術，未來將專注於第一方數據分析，結合人工智能和機器學習，將數據擴大及預測到更多可能轉換的受眾，目的在於協助我們的客戶在投放廣告時有更多接觸有效受眾的機會。** **參考文章：** **[What the Tech is Unified ID 2.0?](https://www.thetradedesk.com/us/news/what-the-tech-is-unified-id-2-0)** **[In Human Terms, Episode 15: Unified ID 2.0](https://www.thetradedesk.com/us/news/in-human-terms-episode-15-unified-id-2-0)** **[What is the Quid Pro Quo for the Internet and How Are Cookies Evolving?](https://www.connellypartners.com/what-is-the-quid-pro-quo-for-the-internet-and-how-are-cookies-evolving/)** **[Top 4 Cookieless Targeting Solutions](https://showheroes-group.com/2021/07/top-4-cookieless-targeting-solutions/)** **[Google’s Encrypted Signals Program Just Entered Open Beta, And Here’s What You Need To Know About It](https://www.adexchanger.com/ad-exchange-news/googles-encrypted-signals-program-just-entered-open-beta-and-heres-what-you-need-to-know-about-it/)** **[Unified ID 2.0 —— 程式化廣告的分水嶺之戰](https://www.inside.com.tw/article/23303-the-future-without-3rd-party-cookies-and-device-id)** ## What Do Enterprises Do with Expired Cookies? URL: https://www.tagtoo.com/en/blog/UID2.0-en | Date: 2022-06-23 Summary: Since Safari took the lead in boycotting third-party cookies, Firefox and Edge have followed, and even Chrome, which has the highest market share of browsers, has publicly stated that it will end third-party cookies by 2023. # **The impact of the disappearance of cookie**  **Since Safari took the lead in boycotting third-party cookies, Firefox and Edge have followed, and even Chrome, which has the highest market share of browsers, has publicly stated that it will end third-party cookies by 2023.**  **The phase out of third-party cookies doesn't mean that advertising will go away, but rather that advertisers will become more challenged in collecting the data of consumer’s behavior.**  **For advertisers, this may result in a spike in CPMs and a significant reduction in advertising effectiveness; for consumers, we need to pay the price in order to obtain the valuable content on the Web, and the higher quality of the content, the more likely it needs to be paid.** ## **Are cookies dangerous?** **Cookies are only temporary storage areas for data, but advertisers can track individuals' browsing history on the Internet across domains through "third-party cookies", which are shared with unknown groups on the Internet, and the tracked person has no control over them, thus involving the issue of personal privacy.** **Consumers rarely think about [the quid pro quo for the Internet](https://www.connellypartners.com/what-is-the-quid-pro-quo-for-the-internet-and-how-are-cookies-evolving/). We get free information on the Internet not because someone is behind the bill for the consumer, but because we use our personal information in exchange for content.** **Social media platforms, news sites and most online services usually do not charge users. The largest revenue for these free sites is "advertising". In the past, they tracked users through third-party cookies,  such as geographic location and demographics, current or past browsing or purchasing behavior, which are used to target the advertising audiences.** **For example, if you have browsed products on a specific clothing page, you may see the ads of products you have browsed when you are on FB or other websites, because advertisers know which products you have seen through "third-party cookies".Thus, the death of third-party cookies has a significant impact on publishers, technology providers and advertisers.**  **According to [Google's research](https://services.google.com/fh/files/misc/disabling_third-party_cookies_publisher_revenue.pdf), publishers' average revenue dropped by 64% after third-party cookies were banned. As a result, more and more advertisers are looking for the solution to replace third-party cookies.** **\>> To learn more about the use of different cookies, please refer to [this article](https://termshub.io/learn/cookies).** # **Is there a solution?** **Multiple major ad data vendors have already launched their own solutions, such as The Trade Desk's UID 2.0, but no matter which solution you join, the only thing that's certain is that there will be no more "unauthorized" tracking, so it's important to plan ahead and shift your attention from third-party data to first-party data.** ## **First Party Data** **First-party data is based on "user authorization", especially the user email login data, and UID2.0 is a solution based on email identification of users, which can help future advertising or brand remarketing. So you should focus on being more strategic by using first-party data to create more possibilities.** **First-party data collection is also safer for users, who no longer have to worry about their whereabouts being "watched by a third party," as publishers and advertisers are required to follow privacy policy under mutual agreement.** ** Statista have survey the type of data that would replace third-party cookies according to marketers and publishers: ** **Source: [Statista 2022](https://www.statista.com/statistics/1222339/data-replace-third-party-cookies-usa/)** **The statistics show that the top three identifiers that are most likely to replace third-party cookies are user’s email, first-party data, and Universal ID. This means that websites with user registration data, such as streaming video platforms, game platforms, and social networking platforms, can get the most accurate database.**  **However, we can’t connect the whole Internet by only relying on the user's email, so it is necessary for the cooperation between publishers and advertisers to create a huge database of user data.** **We recommend that whether you are a large or small business, it is important to obtain as much information as possible about your loyal customers for the future. Many businesses may face technical problems that cannot be solved and may start to seek your first-party data partners to maintain the effectiveness of your advertising.** **Next, we would like to introduce UID2.0, the most popular solution to replace third party cookies in the future!** ## **Unified ID 2.0** **Among the replacements of cookies, The Trade Desk’s original Unified ID 2.0 (UID 2.0) is perhaps one of the best known and has become an industry standard. The Trade Desk(TTD), as the world's largest Demand-Side Platform (DSP), aims to unite their digital advertising partners and create a new digital advertising ecosystem outside of Google or Facebook.** **UID2.0 can provide a privacy-compliant identifier to power the advanced data targeting coveted by advertisers. It is like an ID card on the Internet that can collect information from a single user across domains. Unlike cookies, UID2.0 will require users to directly provide consent to a publisher by providing their email address before a publisher can create a UID2.0 identifier.**  **Users must log in to the email before browsing a website, and publishers will need to explain to the user the value-exchange of the open Internet and why creating a universal identifier for the ad tech ecosystem is crucial, and users will decide whether to accept in exchange for free content.**  **In addition, UID2.0 is able to run across ad channels, so advertisers can understand the effectiveness of ads across different ad channels (e.g. streaming TV, browser, mobile devices or other audio/video platforms) based on each user's identification card, thus improving the accuracy and effectiveness of ad delivery.** **However, this ID card cannot replace what third-party cookies can do, because the "first-party data'' coming from various websites must be identified as belonging to the same person, in this case User Unify must be added to connect the scattered data and finally complete the database that advertisers can use.**  ** Universal ID + User Unify = Third-party cookie could have done If you would like to learn more about the official UID 2.0 description, watch [this video](https://www.thetradedesk.com/us/news/in-human-terms-episode-15-unified-id-2-0) by The Trade Desk CEO, Jeff Green, that provides a brief and detailed overview of the program here. Jeff Green highlights four key points of UID 2.0 in the video. 1. Unified ID is a random set of codes that are encrypted and unregulated 2. The process of user verification of consent to UID 2.0 is a simple and fast 3. Users are in control and can choose to consent on specific devices (ex: Chrome and iOS are not linked) 4. Only one Email verification is required per website, no duplication of actions ** **Source: [The Trade Desk](https://www.thetradedesk.com/us/news/in-human-terms-episode-15-unified-id-2-0)** # **Google finally supports an identity solution!** **Google‘s newly launched Encrypted Signals Program (ESP) finally allows publishers to share encrypted first-party signals with their partner,  including Unified ID 2.0 identifiers.** ## **Encrypted Signals Program** **In March, the Encrypted Signals Program (ESP) entered the trial stage, in which 15 vendors' solutions such as TTD and Mediavine cooperated in the test, indicating that Google has agreed that publishers can use any encryption method to communicate with any third-party advertisers in the future, and are not restricted by Google. That’s being said, the transaction is between you and I, Google will not interfere or see the data. The encrypted data is irreversible and can prevent data theft or breach, which is more secure for publishers, advertisers or users.** **The future of UID2.0 is clear, TTD has found support from multiple ad tech players who have signed on, such as LiveRamp, Nielsen and Criteo. Whether this solution can replace third-party cookies without significant impact, perhaps more results are needed before we make a conclusion.** # **The development of Taiwan's advertising industry** **In the face of the upcoming Cookieless era, Taiwan's advertising industry is also responding to it. In addition to cooperating with the relevant solutions launched by Google and Facebook to solve the technical operational problems for advertisers, some technology vendors have also started to develop their own identity solution, including Tagtoo.** **We have been working in the advertising industry for more than a decade, accumulating a huge database of data. Our Research & Development Team focuses on first-party data analysis, combining artificial intelligence and machine learning technology.** **Our next step is to develop User Unify, with the goal of helping our clients in sustaining the efficiency of ad targeting!** **Reference:** **[What the Tech is Unified ID 2.0?](https://www.thetradedesk.com/us/news/what-the-tech-is-unified-id-2-0)** **[In Human Terms, Episode 15: Unified ID 2.0](https://www.thetradedesk.com/us/news/in-human-terms-episode-15-unified-id-2-0)** **[What is the Quid Pro Quo for the Internet and How Are Cookies Evolving?](https://www.connellypartners.com/what-is-the-quid-pro-quo-for-the-internet-and-how-are-cookies-evolving/)** **[Top 4 Cookieless Targeting Solutions](https://showheroes-group.com/2021/07/top-4-cookieless-targeting-solutions/)** **[Google’s Encrypted Signals Program Just Entered Open Beta, And Here’s What You Need To Know About It](https://www.adexchanger.com/ad-exchange-news/googles-encrypted-signals-program-just-entered-open-beta-and-heres-what-you-need-to-know-about-it/)** **[](https://www.adexchanger.com/ad-exchange-news/googles-encrypted-signals-program-just-entered-open-beta-and-heres-what-you-need-to-know-about-it/)**[Unified ID 2.0 —— 程式化廣告的分水嶺之戰](https://www.inside.com.tw/article/23303-the-future-without-3rd-party-cookies-and-device-id)**** ## TikTok坐擁流量藍海，成為Z世代社群新星！ URL: https://www.tagtoo.com/blog/blog-id-100-tiktok | Date: 2022-05-13 Summary: 流量的聚集地，就是品牌建立形象、轉換變現的最佳機會！近幾年「TikTok行銷」成為炙手可熱的話題，品牌方都開始嘗試在這個「流量新星」上曝光，究竟TikTok為何能坐擁強大流量？本篇文章為你詳細解析： 流量的聚集地，就是品牌建立形象、轉換變現的最佳機會！近幾年「TikTok行銷」成為炙手可熱的話題，品牌方都開始嘗試在這個「流量新星」上曝光，究竟TikTok為何能坐擁強大流量？本篇文章為你詳細解析： Source: Data Reportal, [](https://datareportal.com/reports/digital-2022-taiwan?rq=digital%202022%20taiwan) 無論在社群或廣告領域中，影片素材往往更能吸引大眾目光，為品牌帶來更多效益，這也是為何TikTok能憑藉「短影音」在全球掀起一股熱潮。截至 2022 年初，TikTok在台灣擁有416 萬18 歲及以上用戶，廣告受眾也達到所有成年人的20.6% 。 ## TikTok成為流量藍海的5大原因 - 平台用戶爆炸性成長 根據市場分析平台Data.ai的年度報告，TikTok是2021年下載量最大的應用程式，平均每天新增超過65萬新用戶，相當於每秒就新增8個用戶，儘管失去了印度這個龐大市場，依然無法阻擋TikTok在世界竄起。此外，平台使用者每月平均使用時間為19.6小時，僅次於YouTube，平台在短時間內的用戶成長幅度與黏著度皆十分驚人，是個不容小覷的社群新力量。 - 透過UGC模式成功引起使用者迴響 Z世代的用戶不僅喜歡上網瀏覽資訊，也有豐富的表現欲及互動性，熱愛透過社群媒體分享生活。TikTok以UGC(User Generated Content，指用戶原創內容)的社群營銷策略，成功吸引了大批用戶捧場。這些內容簡單有趣、製作門檻低並且互動性高，例如：向周圍朋友發起舞蹈挑戰，讓所有用戶都能夠參與其中。 - 自帶強大剪輯功能讓你一玩上癮 TikTok之所以受到大眾喜愛，除了有趣的內容以外，也因為官方推出的免費剪輯軟體——CapCut非常容易上手，就算是剪輯小白也能輕鬆製作有趣的短影片。軟體提供不同音源和特效以及影片製作模板，只需要將拍攝好的素材加入就會自動生成影片，還可以調整影片時長、放慢或加快等。 - 不再只是年輕人的舞台 根據TikTok的18歲及以上廣告受眾數據統計顯示，許多東南亞國家，像是泰國、馬來西亞、越南的18歲及以上使用者已佔所有成年人口的50%以上，預計該平台的成年使用者未來將持續增長。 Source: Data Reportal, [](https://datareportal.com/reports/digital-2022-global-overview-report?rq=digital%202022%20global%20overview%20report) - 強大的導購能力 根據字節跳動發佈的最新統計，TikTok的廣告觸及數在90天內達到6000萬，截至2022年初平台的全球廣告覆蓋率達到8.85億，並且廣告受眾持續成長中，表示未來TikTok將是社群廣告不可忽視的競爭者之一。[eMarketer](https://www.emarketer.com/content/tiktok-commerce-2022#page-report)針對TikTok用戶在該平台上的購物行為進行統計，發現有71%的用戶在無意間滑到產品內容時會在TikTok上購物，這些資料都證明了TikTok在未來的電商行銷中扮演著極重要的角色。 ## 想嘗試TikTok投放廣告，卻不知道如何下手？ 隨著TikTok日漸高漲的流量和人氣，各類產業也將觸角延伸到了TikTok，你可以在平台上看見各大電商的廣告，例如運動品牌Puma、綜合電商momo等。 Source: TikTok Source: TikTok 透過Tiktok來投放廣告，可以使廣告呈現的方式與傳統廣告不同，跳脫以往圖片式廣告或是長影片廣告，TikTok上的短影音廣告往往能以創新幽默的方式重新演繹品牌形象，讓觀眾更容易買單。 ## TikTok廣告形式 - Top View Top View Ads顧名思義就是用戶每次打開TikTok應用程式時跳出的廣告，這類廣告會出現在「For You」的頂部，影片長度可達60秒。這類廣告的好處是能保證覆蓋用戶範圍以及更多的曝光，適合用於建立品牌知名度，但導購能力則相對較低。 - In-Feed Ads 原生動態影片會被嵌入在「For You Feed」中自動播放，In-Feed廣告的最佳影片時常是15秒，透過內容與音樂的搭配讓觀眾產生共鳴，並且可透過設定CTA將用戶導向您的目標。由於這類廣告看起來就像是原生內容，因此更容易被用戶接納。 - Branded Hashtag Challenge Hashtag Challenge是近幾年非常夯的社群行銷方式，通過鼓勵使用者共同創作來吸引受眾，以提升品牌知名度。品牌挑戰賽的好處是由創作者來創作有趣內容，再邀請群眾一起模仿、分享，容易引起大眾共鳴且具有強大的渲染力。 - Branded Effects 品牌也可以透過製作專屬的貼紙或濾鏡，讓用戶可以在自己的影片中使用，品牌濾鏡可以同時與挑戰賽一起互相搭配形成品牌效應，這類廣告的優勢在於提升參與度，讓用戶擁有更有趣的廣告體驗，非常適合熱愛分享的年輕受眾。 Source: [TikTok For Business](https://www.tiktok.com/business/en) Tagtoo自2016年起進入東南亞市場，目前在馬來西亞、新加坡和印尼都有分公司，並且在2021年與TikTok母公司——字節跳動新加坡分部合作，服務東南亞當地的客戶。我們觀察到TikTok在東南亞近年來爆發性的成長，因此進一步與字節跳動簽訂了代理商合約，期待協助更多客戶使用TikTok廣告解決方案。 雖然TikTok目前在台灣還不是最主流的社群平台，但無可否認的是它驚人的成長速度，在歐美、東南亞等國家都已經成為最夯社群，因此身為行銷人也必須儘早了解這個平台，提前佈局，才能確保未來品牌能夠跟上市場腳步。如果你現在正在為品牌策劃數位行銷，不妨將TikTok一併納入規劃吧！ ## The rise of TikTok over Generation Z URL: https://www.tagtoo.com/en/blog/blog-id-101-tiktok-en | Date: 2022-05-13 Summary: TikTok marketing has become a hot topic in recent years, brands are trying to get exposure on this new advertising platform. How did TikTok manage to get so much traffic? This article will explore the reasons behind it. TikTok marketing has become a hot topic in recent years, brands are trying to get exposure on this new advertising platform. How did TikTok manage to get so much traffic? This article will explore the reasons behind it. Source: DataReportal, [](https://datareportal.com/reports/digital-2022-taiwan?rq=digital%202022%20taiwan) Whether in the social or advertising space, video clips are often more attractive and bring more benefits to brands compared to static images, which is why TikTok has created a global buzz with "short videos". As of early 2022, TikTok has 4.16 million users aged 18 and above in Taiwan, and the platform's advertising reaches 20.6% for all adults. ## 5 Reasons Why You Should Be on TikTok - The explosive growth of platform users According to the annual report of Data.ai, TikTok is the most downloaded app in 2021, adding an average of more than 650,000 new users every day, which equates to almost eight new users every second. In addition, the average time spent by platform users is 19.6 hours per month, which is second only to YouTube. The growth and stickiness of the platform's users are both impressive, making it a new force in social media. - Success of the UGC strategy TikTok has successfully attracted a large number of users through UGC (User Generated Content) marketing strategy, which not only likes to browse online, but also loves to share their lives through social media. This content is interesting, easy to produce, and highly interactive, such as dance challenges, so that all users can join in. - Addictive video clips app TikTok is loved by the public not only for its interesting content, but also because the official free editing software, CapCut, is very convenient and easy to use, so that even a novice editor can easily make interesting short videos. The software provides different soundtrack and effects as well as video templates, which can automatically generate a video. Users can also adjust the length of the video, slow down or speed up. - TikTok isn't just for teens anymore Ad audience data for TikTok users aged 18 and above indicates that more than 50% of all adults in many Southeast Asian countries such as Thailand, Malaysia, and Vietnam already use the platform, and the platform's adult user base is expected to continue to grow in the future. Source: DataReportal, [](https://datareportal.com/reports/digital-2022-global-overview-report?rq=digital%202022%20global%20overview%20report) - High conversion rate According to the latest statistics released by ByteDance, TikTok's ad reach reached 60 million in 90 days, and the platform's worldwide ad-reach is roughly 885 million by the start of 2022. An analysis of social shopping behaviors on TikTok by eMarketer indicates that 71% of users will shop on TikTok once they’ve inadvertently slid into product content, which proves that TikTok will be one of the undeniable competitors in social advertising in the future. ## How e-commerce started TikTok advertising? With the growing traffic and popularity of TikTok, many brands have extended their reach to TikTok, such as Puma & momo. Source: TikTok Source: TikTok Advertisements on TikTok can be presented in a different way than traditional advertisements. Instead of single picture or long video advertisements, short video advertisements on TikTok can often reinterpret the brand image in a more innovative and humorous way, making it easier for viewers to buy. ## Types of TikTok ads - Top View Top View Ads are ads that pop up every time you open TikTok, they appear at the top of "For You" and can be up to 60 seconds. The advantage of these ads is that they can guarantee a wider reach and more exposure, and are suitable for building brand awareness, but have relatively low purchasing power. - In-Feed Ads In-Feed Ads are embedded in the "For You Feed". They are often less than 15 seconds and resonate with viewers through a combination of content and music, and can be set up with CTAs to direct users to your target. These ads are more likely to be accepted because they look like a native content. - Branded Hashtag Challenge Hashtag Challenge is very popular in recent years, which encourages engagement and brand awareness building. The benefit of a branded challenge is that the creator creates the interesting content and then invites the crowd to imitate and share it. - Branded Effects Brands can also create stickers or filters that users can use in their own videos. Branded effects can be used in conjunction with the hashtag challenge, it is a great and fun way to enable users to engage with your business. Source: [TikTok For Business](https://www.tiktok.com/business/en) Tagtoo has been developed in Southeast Asia since 2016 and now has branches in Malaysia, Singapore and Indonesia. We are also partnering with TikTok Singapore, to serve local customers in 2021. We have observed the explosive growth of TikTok in Southeast Asia in recent years, so we further signed the agency contract with ByteDance, looking forward to helping more customers use TikTok advertising solutions. Although TikTok is not the main social media platform in Taiwan, there is no denying that it is rising at a phenomenal rate and has become the most popular community in Europe, America and Southeast Asia. So let’s start planning TikTok’s digital marketing before it’s too late! ## Case study of generating leads for your business URL: https://www.tagtoo.com/en/blog/case-study-of-generating-leads-for-your-business | Date: 2021-06-29 Summary: When it comes to generating leads, there may be two ways that pop to your mind. One is to collect leads through Facebook lead ads, the other is to drive users to a landing page and fill out a form... **When it comes to generating leads, there may be two ways that pop to your mind. One is to collect leads through Facebook lead ads, the other is to drive users to a landing page and fill out a form.** **Facebook lead ads** **Many businesses will utilize Facebook lead ads to generate leads. It is an easy way for businesses to connect with people who may be interested in their products and services. Facebook lead ads are mobile-friendly and can reduce drop-offs. When people tap on ads, an instant form will pop up, which is already prepopulated with Facebook contact information. With the instant form, businesses can easily collect information from potential customers, and meet the goal of lead generation by setting up custom questions.** **For example, Mecan trade is one of our clients that is willing to expand business by increasing the number of their ambassadors and brand sellers. To recruit new ambassadors, Tagtoo helps Mecan trade run Facebook lead ads to generate leads and invite potential ambassadors to sign up for webinars. Gaining higher-quality leads by creating custom questions in Facebook instant forms, and reaching the right audiences, Tagtoo eventually generated 480 leads in a month with an average CPL of 2.5 USD.**  **Custom landing page** **Besides Facebook lead ads, some businesses will tend to create a one-page landing page for lead generation. From the user’s perspective, the conversion path seems to be long. After interacting with your business through Facebook, people are required to abandon the things they are doing and leave Facebook to fill out a form on the other website. However, the advantage is that people who are willing to go through the process may be higher-quality leads for your business.** **To generate leads through a custom landing page, there are different ad objective settings that Tagtoo would like to share. In the following statement, Tagtoo will demonstrate how Shapee Malaysia successfully generated leads through a custom landing page and show you few tips that you can utilize for your lead ad campaigns.** **Case study - Shapee Malaysia** **Shapee Malaysia is a brand that sells maternity and nursing products. In January 2021, Shapee aims to collect pregnant women leads to join their parenting group and do future marketing communication via group and emails. Engaged with Tagtoo, Tagtoo help Shapee Malaysia run a three-month campaign to collect leads by directing people to their custom landing page. The process of ad testing and optimization is following below.** **1.Create custom events for the lead form landing page** **Before we start to run ads, we have to ensure that the landing page has embedded Tagtoo’s code, and our internal team has finished creating custom events in the lead form. The process is important because, with the custom events, we can collect the data of users who triggered the events and do future ad optimization.** **2.Start the campaign with traffic objective** **We ran traffic objective at the beginning of the campaign, targeting pregnant women and optimized with page views. The reason why we started the campaign with traffic objective but not conversion objective is because we need time for the custom events to accumulate enough events for optimization. We recommend that events accumulated with 3k and above will be better for Facebook algorithm learning. Although we started the campaign with traffic objective, the upcoming performance is surprisingly great! In January 2021, Tagtoo achieved 1978 leads in two weeks with avg. CPL 0.15 USD. We assumed the performance with cheap CPL could be credited to the incentive Shapee provided, if people sign up for the lead form can get a pregnancy E-book for free.**  **3.Test different audience and distribute the cost** **At the end of January 2021, we saw a slight increase in CPL and a decrease in CTR. We have tried new interest audiences due to the increasing CPL. However, the client requested to target pregnant women only and run lead ads for two weeks with a limited budget. The audience size of pregnant women is small and the CPL varied each day so that we decided to continuously run lead campaigns in a small amount of daily budget to distribute the cost. In February 2021, Tagtoo achieved 2249 leads with avg. CPL 0.23USD.** **4.Change campaign objective from traffic to conversion**  **In the middle of March 2021, we ran campaign with conversion objective for 10 days, setting the custom event as the optimizing conversion event. We also tested new audiences, daddy-to-be audience, and custom event lookalike audience. The avg. CPL during the period is 0.29 USD. During 2/3-7/3 and 19/3-24/3, we also ran campaign with traffic objective and the average CPL is 0.22 USD and 0.4 USD, respectively. The audience remained the same in the two periods, however, we can see the CPL had a 35% growth.** **The lead ad campaign ended at the end of March, and the number of leads that Tagtoo achieved in March is 1403 with avg. CPL 0.29 USD. For future optimization, we suggest running conversion objectives to optimize for lead conversion events instead of running traffic objectives to optimize for page views.** **5.Conclusion** **If generating leads with a custom landing page, you can start running ads with traffic objectives to accumulate custom events. If the CPL is getting high, we suggest changing the objective to conversion. Moreover, providing incentives such as promo codes and producing different types of creatives are also important tips that may benefit your campaigns of lead generation.** ## A brief introduction of setting up Facebook AEM and Server to Server API URL: https://www.tagtoo.com/en/blog/a-brief-introduction-of-setting-up-facebook-aem-and-server-to-server-api | Date: 2021-05-24 Summary: Tagtoo has up to 80% of clients who are vertical E-businesses, and we have successfully assisted our clients to complete the setting process. Today, Tagtoo has organized the complicated process and will show you the important steps to set up AEM and Server to Server API. Since the beginning of 2021, Facebook has continuously educated advertisers to cascade data with AEM and Server to Server API. Many advertisers are not aware of the relevance between AEM and Server to Server and do not know how to set them up properly. Luckily, Tagtoo has up to 80% of clients who are vertical E-businesses, and we have successfully assisted our clients to complete the setting process. Today, Tagtoo has organized the complicated process and will show you the important steps to set up AEM and Server to Server API. First of all, AEM is the abbreviation of [Aggregated Event Measurement.](https://www.facebook.com/business/help/721422165168355) Setting up AEM has two main steps below: 1.Verify domain Facebook suggests that advertisers with one domain have to apply to one Business Manager. \- Login your Business Manager as Administrator \- Go to “Brand Safety” and click “Domains” \- Click “Add” and enter your domain in the following box \- Embed corresponding code in your domain website then the verification will be completed **** 2.Set up Web Events \- Go to “Events Manager” and select your pixel \- Click “Aggregated event measurement” and start to configure web events \- Set up the most important eight events **** According to the traffic each event brings, Tagtoo suggests setting up the most important event, bringing the least traffic as the highest priority. If you set the event with the least traffic such as “purchase” as the lowest priority, it is possible that the event may not be recorded. The reason is only the highest priority event will be sent whenever a customer takes multiple actions during a conversion window. If you place the top event with the most traffic, for example, “view content”, the following actions and conversion events the customers take, such as “add to cart”, “initiate checkout”, and “purchase” will then not be recorded. In addition, Tagtoo also suggests turning on the “value optimization” while setting up events. Turning on the “value optimization” will cost you four event spots. However, if you decide not to do so, you may not be able to calculate the ROAS of your campaigns in the future.  Following the steps mentioned above, the setting process of AEM is basically done. Besides AEM, Facebook also educates advertisers to implement Server to Server conversion API. When Apple conducts iOS 14.5 privacy changes, the user side will not send out any data from mobile apps if users disapprove of the privacy policy. This means that iOS 14.5 will block and delete the first-party cookies data actively, and can even turn off the data transmission from Apps at the user’s side. Server to Server conversion API is the solution for the iOS 14.5 privacy change. If Apple does not update iOS14.5 or if the privacy policy will not restrict first-party cookies, implementing Server to Server API will not be a necessity. However, we can expect Apple to conduct iOS 14.5 privacy change in May 2021. We suggest advertisers can start to implement Server to Server API. [\-Information for Conversions API](https://developers.facebook.com/docs/marketing-api/conversions-api/) [\-Information for iOS 14.5 will block and delete the first-party cookies data](https://tagtoo.com/blog/Tagtoo-s-solutions-for-the-post-cookie-era) Briefly speaking, third-party cookies and first-party cookies will be restricted by browsers and operating systems shortly. Implementing Server to Server API can avoid the limitation from third-party cookies and the iOS 14.5 privacy policy, and deliver user’s data to advertising platforms through Conversion API. The data delivery process can be referred to on the picture below. **** When completing the implementation of Server to Server API, we can see that pixel events will have a new source named “Server” in “Events Manager”. **** Businesses that sell products through shopping platforms can check out if the shopping platforms have completed the implementation of Server to Server API or not at the “Events Manager”. The event quality score has to be between four and six to be in the appropriate range for the delivery of the events. Currently, browser events are not restricted by iOS so that we can see the majority of pixel events are still sent from browsers. The server side will compare the events with the browser side, and automatically delete the duplicated events. Only the unique events that the server received will be added to the total events. According to Tagtoo’s experience, we have received 2% to 6% of unique events from the server. In other words, there are 2% to 6% of events that are already blocked by the browser. It is predictable that when Apple introduces iOS 14.5, the events sent from browsers will decrease significantly. Luckily, if you have implemented Server to Server API, the delivery of the events will not be affected. The server will compensate for the events that are blocked by browsers. Tagtoo believes that it would be difficult for small and medium businesses to have the technical expertise to integrate Server to Server API between advertising platforms. The good news is that Tagtoo has built a system that can easily assist e-commerce businesses and advertisers in imtegrating Facebook Server to Server API. Since February 2021, Tagtoo has assisted more than 30 e-commerce businesses to complete the implementation. Currently, the most important thing is to set up Facebook AEM. However, we also suggest advertisers start implementing Conversion API to avoid the decrease in pixel events and eventually affect the ad delivery when iOS 14.5 is introduced. In our next article, we will discuss the trends of the cookieless digital advertising world. ## How to plan a good keyword structure for SEM? URL: https://www.tagtoo.com/en/blog/how-to-plan-a-good-keyword-structure-for-sem | Date: 2021-04-20 Summary: Search Engine Marketing (SEM) has been an important marketing tool since people nowadays deeply rely on search engines. If managing SEM well and your ads appear when people are doing product searches, it will be likely to affect their buying decisions. Search Engine Marketing (SEM) has been an important marketing tool since people nowadays deeply rely on search engines. With a smartphone on hand all the time, people can get information about the products they are interested in, and compare with different brands before they do the purchase. Therefore, if managing SEM well and your ads appear when people are doing product searches, it will be likely to affect their buying decisions. When launching an SEM campaign, many people will meet difficulties in planning a keyword structure. For instance, having no idea where to start and do not know how to distribute products into different campaigns. Today, Tagtoo will show you how to plan a good keyword structure and few tips to create your search campaigns. **Structure your Google Ads Search Campaigns** **1.Campaign level** The main objective at the campaign level is to control the campaign budget and the bid strategy. We suggest creating at least two campaigns, one for brand keywords and the other for product keywords. If you have enough budget, you can create a third campaign for common keywords. As for budget allocation, we suggest allocating a maximum of 50% on brand keywords campaigns, 30% to 70% on product keywords campaigns, and 10% to 20% on common keywords campaigns. If you are creating your first search campaign, it is better to select Manual CPC for the bid strategy. Until your campaigns generate enough conversions, then you can change the bid strategy to an automated bid strategy, such as Target CPA and Target ROAS. **2.Ad group level** The main objective at the ad group level is to organize the keywords. According to the products on your websites, we suggest creating ad groups by categories. You can start from the contents in your website, classified by brand, products, and service. If you have enough budget, you can apply the relevant content such as competing products, brands, and industry. In each ad group, we suggest setting up five to twenty keywords. The keywords are the items that bid in auctions. Keywords has three matching types listed below, exact match, phrase match, and broad match. If you are limited with the budget, you can start with creating exact match keywords. The search term people search has to be highly relevant to your exact match keyword will the keyword be triggered to participate in the auctions. If needed, you can also add negative keywords to exclude the irrelevant keywords that you do not want people to search. **3.Ad level** At the ad level, we recommend creating at least three ads in one ad group, two expanded text ads, and one responsive search ad for system learning. The main objective here is to create appealing contents that catch people’s attention. To get people’s interests, the ads have to be highly related to the terms they search for. You can write the copywriting and decide the landing pages according to the categories of ad groups and integrate keywords into ad headlines to improve the ad relevance. There are also few elements for you to reference while creating ads, consider adding heuristics, authority bias, and social proof in the copywriting. Mentioning gifts, discounts, cash backs, and express shipping are also helpful to attract potential customers. Setting up extensions can also make your ads stand out and attract more people to click on them. You can set up basic information such as site link extensions, callout extensions, and structured snippet extensions. We also recommend setting up call extensions, location extensions, and promotion extensions as well to improve the ad performance. **Tools that help to generate keywords** Having no idea about the terms people search? The tools listed below may help while generating keywords. **1.Google Keyword Planner** Google has provided free tools to come up with keyword ideas. In Google Ads, you can use keyword planner to discover new keywords. By entering products or services closely related to your business and entering your website domain. Google keyword planner will filter out the products you do not offer, and generate a list of keywords that are relevant to your business. Just keep in mind to not be too specific or general when using the keyword planner. For instance, entering “meal delivery” is better than ”meals” for a food delivery business. **2.SEMrush** SEMrush is a paid software that can help with keyword research, you can get the list of keywords people usually search for before they are directed into the website. Also, SEMrush can provide references of search volume, potential clicks, cost per click, and other specific data for each keyword on the list. **Google DSA and Tagtoo’s AI Dynamic Search Ads system**  Even though doing a lot of research on keywords, there are still chances to miss relevant searches. Therefore, Google Ads provides an ad type named Dynamic Search Ads (DSA). When people search with terms closely related to the titles and frequently used phrases on your website, Google Ads will use the titles and phrases to select a landing page from your website and generate a clear and relevant headline for your ad. All you have to do is to add creative descriptions, and DSA will do the rest for you. Dynamic Search Ads are convenient and time-saving which can easily generate relevant ads for you. However, there are still some restrictions on DSA. Firstly, the headlines are generated from website titles and phrases that can not be adjusted. Secondly, you can not assign specific keywords to be triggered on DSA. The restrictions limit the optimization for ads. Luckily, Tagtoo is launching an AI Dynamic Search Ads system that can customize the ad content instead of using titles on the website. At the same time, Tagtoo’s AI system can generate a large number of related keywords that can be managed manually which can solve the inefficiency of DSA. Tagtoo’s AI Dynamic Search Ads system is an advanced technology compared to Google Ads’ regular dynamic search ads. If you are interested in our latest technology, please feel free to contact us! ## A brief overview of Collaborative Ads (CPAS) URL: https://www.tagtoo.com/en/blog/A-brief-overview-of-Collaborative-Ads-CPAS | Date: 2021-03-19 Summary: Collaborative ads, which is also known as Collaborative Performance Advertising Solutions (CPAS) is an advertising solution that Facebook offered brands to collaborate with retailers on dynamic advertising campaigns. Brands can create dynamic ads easily with the retailer’s product catalogs, and directly drive sales to online retailers and marketplaces such as Shopee and Lazada. # **What are Collaborative Ads (CPAS)?** Collaborative ads, which is also known as Collaborative Performance Advertising Solutions (CPAS) is an advertising solution that Facebook offered brands to collaborate with retailers on dynamic advertising campaigns. Brands can create dynamic ads easily with the retailer’s product catalogs, and directly drive sales to online retailers and marketplaces such as Shopee and Lazada.  Before the launch of Collaborative ads, brands that sell products on marketplaces are not able to track down user’s data because of the inability to embed code on marketplaces. The restriction turns out that brands can not apply Dynamic Product Ads, the solution which can personalize product feeds to fit each user based on their interest and behavior. Luckily, with the help of Collaborative ads, brands on marketplaces nowadays can deliver conversion campaigns, track down user data, optimize ad performance, and create Dynamic Product Ads.  The Collaborative Performance Advertising Solutions is the first time that online retailers and marketplaces willing to open their purchase data and provide the most targeted audience to brands. Brands can find out the source of users’ end-to-end customer journey through the solution. Getting know more about customer behavior, brands can analyze the ad performance and adjust it in the first place.  CPAS creates the e-commerce ecosphere, where brands can directly drive traffic to the retailer sites, gain more potential leads, and eventually boost more sales to help grow GMV (Gross Merchandise Value) on the Internet. # **How to apply Collaborative Ads and create Dynamic Product Ads?** First of all, brands have to collaborate with an agency to create a CPAS account by providing marketplace information listed below, Brand Shopee Shop ID, Brand Shopee Username, Brand Shopee Link, Shopee Account manager, and Shopee Account manager email. Then, brands can start to create Dynamic Product Ads and run performance marketing campaigns with their product feed which is shared by the marketplace. If brands would like to run other ad formats, such as video and banner ads, brands should apply for Marketing Solution Platform (MSP) access, which can generate UTM and get the full report of ad performance. To create Dynamic Product Ads, brands should go to Commerce Manager to create product sets. The shared catalog in Commerce Manager contains all products available on the retailer’s sites. According to different product types and upcoming promoting campaigns, brands can create a product set that they would like to advertise by filtering the products by category, price. etc or selecting them manually. Here we recommend that brands should avoid creating too many product sets with few items, but starting with a broader set to efficient ad delivery and performance. After setting up product sets, brands should go to Ads Manager to create a campaign. The set-up process is listed below: 1\. Create a campaign and set an objective to catalog sales. 2\. Select the catalog and product set that you would like to advertise. 3\. Create an Audience to define who you want to see your ads. - We recommend that brands should both target prospecting and retargeting audiences. While targeting broad audiences by interests can generate demand from people beyond website visitors, targeting people who have visited sites can help generate sales. - While setting up the prospecting audience, we suggest that brands should not exclude website visitors to make sure ads leverage the information to personalize product recommendations. Also, avoid excluding all purchasers which may eliminate the potential of repeat purchases. - While setting up the retargeting audience, we suggest starting with people who viewed or added to carts but not purchased in the last 14 days. We do not recommend narrowing down the time frame to 3 days or 7 days because it may decrease the audience size and affect ad delivery and performance. 4\. Select the placements to show your ad.  We recommend selecting Automatic placements to maximize your budget and help show your ads to more people. The delivery system will allocate your budget across multiple placements based on where ads are likely to perform best. 5\. Decide the conversion event and the conversion window that you want the system to optimize the results.  - Brands can set up conversion windows based on respective sales cycles. Here we recommend selecting the “7 days click or 1-day view” conversion window for FMCG brands and businesses. 6\. Start to create ads by choosing the ad formats. - We suggest using carousel and collection ad formats to run dynamic product ads. - For carousel ad format, you can add a card mentioned brand information at the front, and the system will dynamically generate the rest of the cards with products from the product set. - For collection ad format, you can create a custom instant experience, a fast-loading, mobile-optimized experience that captures people’s attention instantly when they interact with your ad. 7\. Fill in attractive copywriting and headlines, and select the destination for your ad.  8\. Finally, click the “Publish” button to publish your ad. With all the process done, brands can start to run performance marketing campaigns. Brands can measure sales and other conversion events, and do upsell and cross-sell to retarget users who have purchased similar products. With well-planned strategy and optimization methods, brands and retailers can see the impact of their collaborative ads on sales! # **Key guidelines to prepare CPAS campaigns for Mega Sale Days** When it comes to the end of the year, brands will face several mega sale shopping seasons. For instance, 9/9, 11/11, 12/12, Christmas, and New Year. The mega sale days make the fourth quarter the busiest season for e-commerce businesses all over the world, and no brands and retailers would be glad if they miss the opportunity to grow their revenue during this time. To help brands perform the best during the mega sale days, we provide 5 key guidelines to enhance your strategy on CPAS campaigns: 1\. Start activating your campaigns two weeks earlier before the mega sale days. 2\. During the pre-teasing period (14 days to 8 days before sale day), we suggest reaching board audiences and optimizing for View Content to drive awareness for your mega sale campaign. 3\. When it comes to the teasing period (7 days to 1 day before sale day), we suggest adding retargeting audiences (view content 14 days) to drive shoppers’ consideration to add products to carts and do the initiate checkouts. 4\. We suggest running pre-teasing and teasing campaigns continuously until the sale day. You can also drive conversions from past visitors (view content 14-180 days) during sale day by adding the audience to your retargeting campaign. 5\. As for the budget plan for the mega sale media plan, we suggest allocating 20% on the pre-teasing period, 50% on the teasing period, and 30% on the sale day. Planning Mega Sale Days in advance can help to boost sales on D-day. As a leading advertising solution provider for e-commerce businesses in Asia, Tagtoo has successfully assisted e-commerce businesses to hit their revenue targets and reach high ROAS on mega sale days. # **Case studies on Mega Sale Days** 1\. Chicco Malaysia Chicco is an Italian manufacturer of children’s clothing and toys with retail outlets worldwide. Tagtoo collaborates with Chicco Malaysia since July 2020, and take over Taiwan and Singapore digital ads campaigns due to outstanding performance. In November 2020, Tagtoo helped Chicco run Shopee and Lazada CPAS campaigns for the 11/11 mega sale day, which increased 189.74% on purchase ROAS for shared items and reached daily ROAS to up to 75.72. 2\. This Is April This Is April is a leading woman fashion industry that has over 70 stores all over Indonesia. Tagtoo has taken over This Is April digital marketing ads since March 2020, and helped This Is April run Shopee CPAS campaigns on 11/11 Sale and Payday Sale. During the sale campaigns, Tagtoo contributed to the ROAS by increasing it up to 21, assisting This Is April to hit their revenue targets. Collaborative Ads create great opportunities for brands and retailers. If you are interested in applying Collaborative Ads and do not know how to begin, please feel free to contact us! Reference: [https://www.facebook.com/business/m/collaborative-ads](https://www.facebook.com/business/m/collaborative-ads) ## Tagtoo's solutions for the post cookie era URL: https://www.tagtoo.com/en/blog/Tagtoo-s-solutions-for-the-post-cookie-era | Date: 2021-02-16 Summary: In 2020 and 2021, two important announcements significantly impact the digital marketing world. In 2020, Google announced that Chrome will start to restrict third-party cookies. And in 2021, Apple conducted the new version of iOS 14 which enhances the protection of user’s privacy. Suddenly, the whole digital advertising world was descending into chaos. Some people start to question whether digital advertising marketers can still track down the user’s digital footprints in the future. In 2020 and 2021, two important announcements significantly impact the digital marketing world. [In 2020, Google announced that Chrome will start to restrict third-party cookies.](https://www.theverge.com/2020/1/14/21064698/google-third-party-cookies-chrome-two-years-privacy-safari-firefox)  And in 2021, [Apple conducted the new version of iOS 14 which enhances the protection of user’s privacy.](https://techcrunch.com/2020/06/22/apple-ios-14-ad-tracking/) Suddenly, the whole digital advertising world was descending into chaos. Some people start to question whether digital advertising marketers can still track down the user’s digital footprints in the future.  Fortunately, digital advertising marketers can still track down the user’s digital footprints. If you feel that digital advertisements seem to have a good knowledge of what you are interested in, then the feelings will continue even after the adjustments from Google and Apple. Then, what are the significant impacts two announcements bring? How user privacy protection has changed the current situation of digital advertising? First of all, it is well-known that a third-party cookie is an unsafe technology that has the risk to be manipulated by people with bad intentions. Due to the concern, Safari and Firefox have already blocked the third-party cookies in an early stage. However, since Google Chrome has dominated the browser market by over 66%, the news of blocking third-party cookies on Chrome is highly regarded. As a matter of fact, blocking is not the correct wording. The browser will still send out third-party cookies, but the cookies will be different for each session so that digital advertisers can not precisely track down the user’s digital footprints.  image source: [https://conceptionseo.com/thirdpartycookie/](https://conceptionseo.com/thirdpartycookie/) Being Google’s main revenue source, Google will not admit Chrome to affect the income from digital advertising. In fact, Google and Facebook have upgraded the tracking technology of first-party cookies. The results showed that the tracking technology of first-party cookies is way back safer than third-party cookies, which means it is much protective when it comes to user’s privacy protection. However, it brings a big challenge to digital advertisers. Since the first-party cookie is difficult and impracticable to conduct cross-site tracking, digital advertisers have to come up with new solutions to adapt to the trend. Based on first-party cookies, Google and Facebook suggest media and e-commerce businesses connect other user’s data to maintain the ad performance. For instance, hashing email addresses and phone numbers. Hashing email addresses and phone numbers are encrypted, de-identified, and irreversible. E-commerce businesses can provide the data to Google and Facebook to optimize the ads performance. To provide customer data to Google and Facebook, e-commerce businesses have updated their privacy policy. Nowadays, no matter at media or e-commerce websites, people have to confirm twice with the privacy policy. When users agree with the privacy policy, the tracking method and results that first-party cookies can do are nearly the same as third-party cookies can. The hashing data that e-commerce businesses provide will be displayed at the Facebook backend as Advanced Matching. In addition to hashing email addresses and phone numbers, utilizing Universal IDs is another way to assist first-party cookies to conduct cross-site tracking. In the meantime, Tagtoo believes utilizing Universal IDs is a better solution because personal data may be miswritten by users. As a result, to protect user’s privacy and maintain the operation of the digital advertising industry, Tagtoo believes the first-party cookies and the tracking technology of Universal IDs are the future trends that worth considering. However, at the end of 2020, Apple has an important announcement about the conduct of the latest privacy policy of iOS 14, which made Facebook rebound strongly in the first place. Facebook even ran full-page newspaper ads to attack iOS 14 privacy changes. The policy change will hugely affect the advertisers who relied on Facebook SDK to run traffic ads. Since users usually disapprove of the privacy policy, the user side will not send out any data from mobile apps. This means that iOS 14 will block and delete the first-party cookies data actively, and can even turn off the data transmission from Apps at the user’s side.  image source: [https://www.cultofmac.com/715366/ios-14-privacy-protections-ipados-14-tracking/](https://conceptionseo.com/thirdpartycookie/) Even though Apple conducted iOS 14 privacy changes, e-commerce businesses can still send out data through a server. This is the reason why many businesses got Facebook’s notification about introducing Server to Server conversion API. Facebook expected that businesses can directly send out advertising data to Facebook through the server, which could avoid the limitation from third-party cookies and the iOS 14 privacy policy.  Server to Server conversion API is a secure tracking method, however, the introduction requires high technical skills. While users agree with e-commerce websites’ privacy policies, e-commerce businesses can send out user’s data through the server, which includes de-identified and hashing data to advertising platforms, such as Google and Facebook. When it comes to user’s privacy protection, introducing Server to Server conversion API is a much secure method to collect user’s data. However, when it comes to high technical skills, it would be a big challenge to e-commerce businesses and advertisers. To sum up, Tagtoo believes that if e-commerce businesses expect to maintain the performance of the ads and track down users efficiently, introducing Server to Server conversion API and conducting Universal ID technology would be a must. (The technology can replace current IDFA to some extent.) Tagtoo also believes that it would be a difficult task for small and medium businesses to have the high technical expertise to connect Server to Server API between advertising platforms, like Google, Facebook, and Google Analytics, etc. However, the excellent news is Tagtoo built a system that can assist e-commerce businesses and advertisers to connect Google and Facebook server to server API with Tagtoo’s self-developed Universal IDs.  Tagtoo is confident in solving the problems of the current cross-site tracking situation that businesses have met. If you are interested in Tagtoo’s system, please fill out the form below and we will contact you shortly. **[https://forms.gle/JMYEv9raL8Twfwuh9](https://forms.gle/JMYEv9raL8Twfwuh9)** ## 第三方 Cookie 屏蔽，iOS 14 隱私權更新，後 Cookie 時代的廣告主應對方案 URL: https://www.tagtoo.com/blog/Cookie-iOS-14-Cookie | Date: 2021-01-11 Summary: 2020 & 2021 兩年的年初，網路廣告圈都有一顆震撼彈。 2020 年初 Chrome宣布會逐步淘汰第三方cookie， 2021 年初 Apple正式發佈iOS 14加強了隱私權保護， 一時之間，網路廣告圈都好像如臨大敵，似乎大眾認為未來網路廣告不能再追蹤使用者行為了。 2020 & 2021 兩年的年初，網路廣告圈都有一顆震撼彈。 2020 年初 [Chrome宣布會逐步淘汰第三方cookie](https://www.bnext.com.tw/article/56288/google-phase-out-third-party-cookies)， 2021 年初 [Apple正式發佈iOS 14加強了隱私權保護](https://kknews.cc/zh-tw/tech/m9nv5yz.html)， 一時之間，網路廣告圈都好像如臨大敵，似乎大眾認為未來網路廣告不能再追蹤使用者行為了。 先講結論：答案是沒有的，如果你覺得現在網路廣告有追著你的興趣跑，那麼未來這樣的感覺還是會持續著。那麼連續這兩年的廣告圈大頭條，到底改變了什麼事情？究竟隱私權高漲會如何改變網路廣告圈呢？ 首先，第三方 Cookie 確實是一個網路追蹤較不安全的技術，且也確實有被濫用的風險，所以相對於 Chrome，Safari & Firefox 早就屏蔽了第三方 cookie。然而，Chrome 占了網路使用 70% 以上的市場，屏蔽第三方 cookie 的新聞則受到高度重視。嚴格來說，屏蔽也不是正確的用詞，瀏覽器還是會發出第三方 cookie，只是每一次都發出不同的 cookie，導致廣告商已經不能用 cookie 去追蹤使用者行為。 圖片來源：[https://conceptionseo.com/thirdpartycookie/](https://conceptionseo.com/thirdpartycookie/) 網路廣告身為 Google 的主要收入，Google 不可能讓 Chrome 政策去傷害自己的本業。實際上，Google 和 Facebook 已經實做了第一方 cookie 的廣告追蹤技術。結果也表示，第一方 cookie 技術確實比第三方 cookie 來的安全。如今，廣告商要做到跨網站追蹤，在技術上是較為困難、不可行的。由此可知，第一方 cookie 相較第三方 cookie 來說，對使用者的隱私是較有保護作用的。 基於第一方 cookie，Google 與 Facebook 也要求媒體商及電商要串接 cookie 以外的更多資料來維持廣告的成效。譬如：雜湊 (Hash) 過後的 Email and phone number 等資料。雜湊過後的值確實是去識別化的，其也不可逆，端看廠商要不要提供這樣的資料給 Google 和 Facebook。當然廠商也為提供這些資料給 Google 與 Facebook，也更新了隱私權條款。目前，在許多網站，不管是媒體還是電商，都需再多按一次隱私權條款。 總結而言，在使用者都同意隱私權條款的狀況下，即使是使用第一方 cookie 追蹤方法，Google & Facebook 在追蹤使用者上，與過去第三方 cookie 可以做到的其實是差不多的。而有提供 Facebook 雜湊後的資料，會在後台有顯示 Advance Matching。即便不是使用 Hash 過後的 email and phone number，也可以用 Universal IDs 當作類似 email 的值來協助第一方 cookie 做到跨站追蹤。但在此，我們認為 Universal IDs 是更好的解法，因為使用者的 email 和 phone number 有可能是隨意填寫的。所以，在兼顧隱私權以及網路廣告這產業的運作，我們相信第一方 cookie 和 Universal IDs 的追蹤技術是未來的趨勢。 然而，2021 年初 iOS 的隱私權政策一發布，引起 Facebook 大力反彈，甚至發動 廣告主在美國登報 反對此一政策。這個政策表示，iOS 會屏蔽掉或是主動清除第一方 cookie 的資料，甚至是在 APP 使用者端直接把發出的資料關閉。在 APP 端，這樣的隱私權政策對靠著 Facebook SDK 去做導流的廠商造成極大的影響。只要使用者不同意這些條款，從「使用者手機端」就不會發出任何使用者資訊。 圖片來源: [https://www.cultofmac.com/715366/ios-14-privacy-protections-ipados-14-tracking/](https://www.cultofmac.com/715366/ios-14-privacy-protections-ipados-14-tracking/) 即便如此，廠商仍然可以從 Server 端送出廣告商所需的資料，這也是最近有一些廠商收到 Facebook 通知，希望能快速導入 Server to Server conversion API 的原因。簡單來說，Facebook 希望廣告主從 server 後台直接把 Facebook 的廣告資料傳送給 Facebook，此作法即能繞過第三方 cookie 以及 iOS 的隱私權限制。 這的確是比較安全的做法，但技術的難度也相對來的高。其基本的運作方式是使用者同意網站的隱私權，網站主即能從後端，把廣告商所需的資料，包含去識別化、雜湊過後或者選擇性的，傳送給廣告平台如 Google or Facebook。這樣的模式對使用者來說，隱私權保護是比較嚴謹的，但對於各廣告主的技術負擔而言，是相對大很多的。一般的中小企業可能沒有這樣的技術能力，去一一串接 Google & Facebook & GA…等各大廣告平台的 Server to Server conversion API。 總結而言，未來廣告主如果要繼續維持目前廣告的成效，以及有效的追蹤使用者，則 必須導入 Server to Server 的廣告 API 串接，並且實做 Universal IDs 的技術 (其某種程度可以取代目前的 IDFA)。 當然，Tagtoo 了解並不是所有廣告主都能實作上述的技術，所以我們開發出一個系統，可以快速協助各廣告主串接 Facebook 和 Google server to server API，並且利用 Tagtoo 自行開發的 Universal IDs ，期望可以解決跨平台追蹤的問題。如果您對這樣的技術有興趣，歡迎填寫下面的表單，我們將有專人跟您聯繫。 [https://forms.gle/6eDvra5DZXo1GXme6](https://forms.gle/6eDvra5DZXo1GXme6) ## Southeast Asia's rapidly accelerating digital economy during the Covid-19 pandemic URL: https://www.tagtoo.com/en/blog/Southeast-Asia-s-rapidly-accelerating-digital-economy-during-the-Covid-19-pandemic | Date: 2020-12-28 Summary: Due to the Covid-19 pandemic, the move from offline to online has taken off faster than expected. Today, 85% of people worldwide are now shopping online. Among all the countries, we can keep an eye on the digital economy development of Southeast Asia. Due to the Covid-19 pandemic, the move from offline to online has taken off faster than expected. Today, 85% of people worldwide are now shopping online. Among all the countries, we can keep an eye on the digital economy development of Southeast Asia.  Two factors make Southeast Asia unique: A. The number of Internet users in SEA continues to rise exponentially. B. The basket sizes of online buyers in SEA tend to increase each passing year. There are very few regions in the world where these two trends are occurring simultaneously and this makes SEA a potential area for growth. # **The customer behavior during the Covid-19 pandemic in Southeast Asia** The Covid-19 pandemic accelerates shoppers’ online purchase behavior. A previous study expected that Southeast Asia would have 310 million digital consumers by 2025. However, this number has been reached in the year 2020. It means that 5 years of digital adoption has happened in 1 year and 70% of people in Southeast Asia aged 15 and above are purchasing goods and services online. In many aspects, SEA sees more consumption moving online, whether it is groceries, food, FMCG goods, online sources of information, entertainment, or even banking and payments. Touchless payments and digital payments such as e-wallets were getting popular in SEA. For example, in 2020, more than 45% of Shopee’s orders in Indonesia were paid with their e-wallet service. Covid-19 not only impacted the way people purchase, the way people discover what they like gradually become relying on social media and short videos. Adapting to the trend, a new way to gain traffic on social media was adopted by many sellers. By going live and talking about the products with passion, live streaming offers sellers a new way to promote their products and increase sales. # **The prosperity of conversational commerce in Southeast Asia** Once people started to face Covid-19 locked down rules, the usage of Messaging apps and Messenger went up considerably. According to studies, 65% of people prefer messaging over calls and emails and the number is continuing to grow. While messaging becomes a common behavior, people start to value the development of conversational commerce. Southeast Asia is leading globally when it comes to conversational commerce. Especially in Thailand and Vietnam, C-commerce is the core of how people shop. Reports showed that 36%-40% of people surveyed in Thailand and Vietnam are already buying via chat and more than 85% of people are fully aware of conversational commerce. People in Thailand now can browse products on Facebook, chat with sellers and transfer deposits on messenger, and eventually close the transaction within 5 minutes. Using conversational commerce platforms can help to scale up businesses. There are 2 out of 3 people surveyed in the Asia-Pacific Region claim that they’re more likely to buy from businesses they can message. This means having one-on-one conversations to build relationships with shoppers gives more opportunities to convert them into buyers. Moreover, messaging can help businesses respond quickly in a personalized manner to customers, and it is easy to use that businesses are capable of attracting new users and remarketing to the users that they already have. # **Facebook innovation of making a smoother and more straightforward road for purchases in SEA.** In Thailand, Facebook announced the reliability of secure payments via Messenger. With Facebook pay, businesses can accept credit cards, bank transfers, and other popular means of payment in Thailand from any device, and it truly makes a smoother purchase for customers.  People do not need to hop to another app and enter a bank account, then complete transactions and take a screenshot and go back to the chat app to finish a purchase. Now, people could do this all within Messenger, very seamlessly, and pay directly through Facebook Pay. With innovation, businesses can remove the friction out of the purchasing transaction and increase conversion rates by providing a better shopping experience. Besides, due to the trend of live streaming, Facebook is working on Facebook Live Shopping, a commerce tool that people do not have to jump out of the lifestream to do the transactions. Shortly, when sellers are using live streams to interact with customers, customers can directly do the transactions with financially protected payments during the Facebook live. # **Conclusion** Undoubtedly, Covid-19 accelerates the development of the digital economy in SEA. Today, 20 billion messages are exchanged with businesses on Messenger every month. And that’s a whopping 1000% increase from 2016. Furthermore, over 40% of people surveyed say they will continue to shop online more frequently even after the pandemic. This trend extends across SEA where online spending has seen an increase of 32%. Following this trajectory, consumers are expected to spend three times of average online spending in 5 years. And the overall online spending in this region is set to triple from an average spend of more than 100 USD in 2018 to nearly 400 USD in 2025. We can see an exponential growth of the digital economy development during the new normal in SEA, and the new future is believed to be optimistic when the Covid-19 pandemic passes. References: Facebook Summit Malaysia 2020 ## Tagtoo’s exponential growth under the pandemic of Covid-19 in Southeast Asia URL: https://www.tagtoo.com/en/blog/Tagtoo-s-exponential-growth-under-the-pandemic-of-Covid-19-in-Southeast-Asia | Date: 2020-12-03 Summary: Tagtoo is a leading Dynamic Product Ads (DPA) platform in Asia, providing the best online ads experience for both advertisers and the audience. With over 10 years of experience, Tagtoo’s solutions have assisted thousands of e-commerce businesses to get the most return on investment. Most importantly, the effectiveness is also proven by markets in Southeast Asia and Taiwan. Tagtoo is a leading Dynamic Product Ads (DPA) platform in Asia, providing the best online ads experience for both advertisers and the audience. With over 10 years of experience, Tagtoo’s solutions have assisted thousands of e-commerce businesses to get the most return on investment. Most importantly, the effectiveness is also proven by markets in Southeast Asia and Taiwan.                                            The difference between Banner and Dynamic Product Ads (DPA) Dynamic Product Ads are very suitable for e-commerce businesses. E-commerce businesses have up to hundreds of products, some of which even have up to thousands. With the traditional banner format, it is difficult and time-consuming for e-commerce businesses to upload all the products manually. However, with the help of Tagtoo’s solution, DPA, products could be automatically uploaded by our system. Tagtoo’s solution can personalize product feeds to fit each user based on their interests and behavior, and all the products will have the opportunity to make an impression on the right users.    DPA is a mature product in Taiwan, almost all the e-commerce businesses and advertising agencies apply it on a regular basis. Nevertheless, Tagtoo’s DPA solution has the following four advantages that make Tagtoo superior in the industry.   # **A. Tagtoo’s DPA solution has the most complete channel** 1\. Facebook DPA - The most commonly used channel. 2\. Google Shopping Ads - Products’ URL can be seen when appearing on Google search results. 3\. Google GDN - It can be customized to match the corporate’s identity due to its highly adjustable UI.  4\. Yahoo Gemini - This is not well-known in Taiwan’s advertising industry. However, the ROAS is much higher than expected. 5\. Line OA - It can conduct DPA automatically, and its ROAS is also quite impressive.                                                                  Five channels of Tagtoo’s DPA solution # **B. The challenge of maintaining five different channels** Not only would you have to maintain different product feeds, but also have to build up a large number of pixels. Imagine there are three different kinds of pixels on Facebook, and its corresponding Landing page (website), which distributes into the home page, product page, and checkout page. They need to be built up with different events and eventually applied to five different channels. Frankly speaking, it is a difficult task for e-commerce businesses to handle the whole process, so Tagtoo built solutions to solve these problems and it has helped us become a leading advertising solution for e-commerce in SEA. Tagtoo’s DPA solution has built a unique automatic web crawler system.Clients only have to embed a tracking code on their website, which can be done within five minutes. Then, Tagtoo’s web crawler can build up five different formats of product feeds automatically which correspond with all the pixels and events in different channels.   Tagtoo’s DPA solution has assisted thousands of e-commerce businesses. Many e-commerce businesses require less effort to deal with a variety of product feeds and pixels. Utilizing a third-party platform may lead to complications on the initial stage of generating these feeds and pixels. With the help of Tagtoo’s DPA solution, e-commerce businesses can increase the efficiency on initial stages and direct all of their focus primarily on growing revenue, scaling reach, and optimizing the growth marketing of the business.  # **C. Achieve high conversion rate must have an accurate product recommendation** Tagtoo applies “Collaborative Filtering’’ in Tagtoo’s DPA solution. There is a brief example of “Collaborative Filtering’’ below. While User A bought a swimming cap and swimming suit, User B bought a swimming cap, swimming suit, and fins, Tagtoo’s system tracked down their digital footprint and discovered that User A and B are highly-similar users. According to the insight, Tagtoo recommends fins to User A. Utilizing “Collaborative Filtering’’ in Tagtoo’s DPA solution, **ROAS successfully went up by 20%!** # **D. Highly personalized format among all ads - DPA** After finishing audience-targeting, product feeds will personalize product recommendations that refer to users' behavior and interests. You would only have to make sure that product feeds and pixels are updated continuously, and DPA will always target the users with the highest conversion rate.  This also means that DPA can be processed by automated bidding. Tagtoo’s DPA solution can upload hundreds of Ad sets. By testing the target audience from the smallest group, finding out which Ad sets have the best performance on ROAS, then keeping them to deliver continuously. To conduct the process, we can utilize Tagtoo’s system to improve efficiency. DPA has been popular in Taiwan for several years. However, the development of DPA in Southeast Asia is at an early age and just starting to prosper. It is well-known that the e-commerce market in Southeast Asia has flourished rapidly in the past three years. Especially Indonesia and Vietnam, these two are successful cases of the digital economy transformation. Tagtoo has presenced the trend of digital economy transformation in Southeast Asia since 2016. During 2016-2020, Tagtoo has put great effort by means of investment in the Malaysian and Indonesian market, continuously educating the e-commerce industry. Today, Tagtoo has established itself as a leading advertising solution provider with exclusive service and products in Southeast Asia. With a great reputation, Tagtoo was granted the **Indonesia Best Brand Awards 2018 by CMO Asia.** **In 2020, under the pandemic of Covid-19, Tagtoo saw exponential growth with a six-times increase in our revenue from SEA.**  Looking back ten months ago, we were terrified. At the time of the Covid-19 outbreak, we worried for the safety of our global employees. We moved fast and accurately by sending our staff back to their country of origin. As for the locally hired employees in Malaysia and Indonesia, we sourced them with enough hand sanitizers and face masks to help reduce the chances of contraction.  **When the Covid-19 pandemic slows down, Tagtoo’s advantages are clear.** In the past, it was a difficult task to visit clients in Southeast Asia. It was time-consuming and inefficient because of the heavy traffic jam. Due to the influence of Covid-19, online video conference calls have become the new norm. Today, we can contact, pitch and close deals through online meetings. It is way beyond our expectations! Moreover, while many foreign competitors decided to withdraw from the market in Southeast Asia due to the lockdown rules, Tagtoo’s sales teams actively developed new prospects. **With our great team effort, Tagtoo’s revenue hit new highs month by month during the Covid-19 pandemic.**   Undoubtedly, global pandemic accelerated the development of the e-commerce industry in Southeast Asia. Due to the restricted movements and self-isolation, the usage of the Internet and the demands of digital advertising increased significantly.  In my opinion, I believe now is the perfect timing for companies that have invested in Southeast Asia to yield good results. Although the global market was closed for the moment, the internal market of Southeast Asia is still full of potential. The market size is bigger than Taiwan's by many times. With fully-developed digital advertising technology, I have a foreground prospect of Taiwanese companies that have successfully invested in Southeast Asia. In spite of the inconvenience that the pandemic of Covid-19 caused, the development of the digital transformation of Southeast Asia was successfully accelerated. **About Tagtoo** Tagtoo specialized in managing Facebook Ads, and Google Ads with data-driven strategies and proprietary technology. Over 80% of Taiwan e-commerce has adopted Tagtoo’s solutions to drive sales. ## 在 COVID-19 下，是危機，也是轉機 URL: https://www.tagtoo.com/blog/COVID-19 | Date: 2020-11-09 Summary: Tagtoo 是一間專注於電商成效轉換的廣告代理商，在業界 10 多年來，我們超過 9 成的客戶都是電商客戶，我們的主力產品是個人化的商品推薦廣告 (Dynamic Product Ads)，就是業界俗稱的 DPA，如下圖右邊就是 DPA。 # **Tagtoo 東南亞疫情之下營收 6 倍的成長之路** Tagtoo 是一間專注於電商成效轉換的廣告代理商，在業界 10 多年來，我們超過 9 成的客戶都是電商客戶，我們的主力產品是個人化的商品推薦廣告 (Dynamic Product Ads)，就是業界俗稱的 DPA，如下圖右邊就是 DPA。 個人化商品推薦廣告特別適合電商客戶，電商客戶少則幾百件商品，多則幾萬件商品，如果用傳統的 Banner 形式，是沒有辦法以人工方式一一完成，但是利用商品圖，就可以自動化的，針對不同使用者推薦最合適的商品組合，讓所有的商品都有機會曝光給正確的使用者。  DPA 在台灣已經是很成熟的產品，幾乎所有的電商都會使用，大部分的廣告代理商也都會做，但相較於業界，Tagtoo DPA 的解決方案有以下 ABCD 四項優點：   **A.Tagtoo DPA 的露出渠道最完整，總共有以下 5 種：** 1\. Facebook DPA：這是最多人使用及熟悉的渠道。 2\. Google Shopping Ads：類似 DPA 原理，露出於 Google 搜尋結果時可以直接露出商品連結。 3\. Google GDN 聯播網：能夠露出DPA，它的 UI 自由度較高，可以客製化符合企業形象。 4\. Yahoo Gemini：能夠投放 DPA，這點許多台灣的廣告商就不知道了，且它所帶來的 ROAS 比預期高很多呢！ 5\. Line OA：可以自動化推播 DPA，且它的 ROAS 根本是 bug 般的存在。 上述 5 種渠道如下圖所示： **B.覆蓋完整的渠道所面臨的極大挑戰** 除了需要維護不同的商品目錄 (Product Feed) 還需串接大量的像素 (Pixel)，試想光是 FB 就有 3 種不同的 Pixel，要再區分首頁、商品頁及結帳頁，根據每一頁還需處理不同的事件，再乘上 5 個不同渠道。一般的電商網站根本無法串接這麼多的 DPA 渠道，而這也是 **Tagtoo 相對於業界的第 2 項優勢。** Tagtoo 有自動化的爬蟲系統，客戶只需在全站埋一次追蹤碼 (Tracking code)，全站同一套，安裝只需要 5 分鐘，及可以自動產生 5 種不同格式的產品目錄對應不同的渠道，系統會自動把 5 種渠道的所有像素和事件串接完成。 這一點解決許多中小客戶的痛點，一般客戶在辛苦運營電商之餘很難有心力處理各種不同渠道的產品目錄和像素。如果是使用第三方平台，根本就無法決定要如何產生目錄及串接像素，而產品目錄和像素的正確性，大大的影響了 DPA 的威力。 **C.轉換率要高，商品推薦就要準** 最簡單的方式是使用者瀏覽過什麼就推薦什麼商品，但是事情總是沒這麼單純。Tagtoo 系統實作了「協同過濾法」的演算法，意思是使用者 A 買了泳帽和泳衣，使用者 B 買了泳帽、泳褲和蛙鞋。經過系統追蹤所有人的數位足跡後發現，使用者 A 與 B 是非常類似的使用者，我們就可以根據這一點向使用者 A 推薦蛙鞋 (因為使用者 B 有購買)。 Tagtoo 將這套推薦演算法置於廣告系統內，足足**提升 ROAS 達 20% 左右呢！** **D.所有廣告中最高度格式化的產品：DPA** 設定好受眾後，推薦商品會因個人喜好而異。只要商品目錄和像素持續更新，廣告永遠可以鎖定最有轉換率的那群人。這也代表 DPA 廣告可以實現 Auto bidding 的演算法，我們可以利用程式把 Ad set 展開至上百組，從最小組的受眾一個個去測試成效，直到找到 ROAS 最高的幾組 Ad set 留下來持續跑即可。像這樣的流程，我們可以用程式化的方式來提高執行的效率。 個人化商品推薦廣告 (DPA) 在台灣已經盛行多年了，但在東南亞市場卻是剛要起飛而已。相信大家都知道這 3 年東南亞的電商市場蓬勃發展，尤其是印尼及越南，這兩個國家都是數位經濟轉型的成功案例。 Tagtoo 在 4 年前及看準這個趨勢，先後前往馬來西亞和印尼蹲點，從 0 開始重新創業。不過，這次我們是帶著成熟的產品有備而來，我們默默的耕耘市場、教育市場，甚至榮獲了 **2018 CMO Best Brand Awards Indonesia** 這項殊榮。 # **今年 2020 年，在疫情爆發、各地封城的困難危機下，Tagtoo 卻意外地迎來了 6 倍的成長！** 回首過去的 10 個月可謂心驚膽顫，首先是 2 月疫情爆發之時，我們便在煩惱，是否要將海外的台灣員工撤回台灣，假如他們在當地染疫，公司又該如何處理？我們很快地決定將海外的台灣夥伴們撤回，而在撤回的隔週，馬來西亞和印尼就相繼封城了。由於在當地深耕，我們在馬來西亞和印尼也有當地的員工。我們也想盡辦法，為夥伴們尋找可能的口罩儲備量，希望他們都能安然度過疫情。 當疫情稍緩之時，Tagtoo 的優勢就顯現出來了。 過去在東南亞拜訪客戶是件非常辛苦的事情。網路廣告這類型服務沒有透過面對面介紹是很難拿下客戶預算的，而東南亞地區又因為交通壅擠，導致大部分的時間都消耗在路程上，這是件非常沒有效率的方式。 在疫情的迫使下，我們與客戶端都漸漸習慣了視訊開會。視訊會議結束後甚至可以直接 Close Deal，這完全是我們意料之外的事！此外，封城的緣故，使得許多國外廠商都在此時撤出了東南亞市場，我們的競爭對手也在一夕之間少了許多。加上 Tagtoo 優秀的產品和業務團隊的努力，在疫情苦哈哈之時，Tagtoo 東南亞的業績每月都攀出了新高！無庸置疑地，疫情加速了東南亞電商的發展，也推升了中小型客戶對於網路廣告的需求，在限制行動的情況下，網路曝光量也大大的提升了。 筆者認為，現在開始佈局東南亞市場已經有些晚了，但若已經佈局完畢，現在正是等待驗收的最佳時刻！雖然目前市場封閉，但東南亞的內需市場是非常可觀的，其甚至比台灣大上好幾倍。在台灣的網路廣告技術相對領先下，筆者非常看好已經在東南亞落地成功的台灣團隊。即便疫情是一場百年難得一見的災難，卻也是成功帶動東南亞數位轉型最甜蜜的動能。 關於 Tagtoo 創立於2011年，Tagtoo 是專精於成效型行銷的電子商務解決方案平台，擁有亞洲最大的電子商務資料庫，提供全方位的廣告技術支援，獲選為 Google 與 Facebook 的指定合作夥伴。 ## A brief overview on 2019 Indonesia's adtech from an industry insider URL: https://www.tagtoo.com/en/blog/A-brief-overview-on-2019-Indonesia-s-adtech-from-an-industry-insider | Date: 2019-07-23 Summary: Digital advertising in Indonesia is growing rapidly. 2019 Global Digital Ad Trends Report not only predicted that Indonesia’s digital advertising spend would reach US$ 2.6 billion in 2019 but also pointed out its amazing growth rate, 26%, dwarfed other ASEAN countries such as Thailand. ## While all statistics showed an amazing growth in Indonesia’s adtech, the current status in fact isn’t quite optimal. ## \--Tagtoo Digital advertising in Indonesia is growing rapidly. [2019 Global Digital Ad Trends Report](https://pubmatic.com/wp-content/uploads/2018/12/2019-Global-Digital-Ad-Trends.pdf?fbclid=IwAR1Gq4JoJVaeXxeDAgDfdumgMk-meFvu8ibYBl5pJtlgIegxXVvXJM5tL9o) not only predicted that Indonesia’s digital advertising spend would reach US$ 2.6 billion in 2019 but also pointed out its amazing growth rate, 26%, dwarfed other ASEAN countries such as Thailand. In terms of programmatic advertising, a supernova category in adtech, Indonesia market also performed extremely well and the growth is in line with global trends. It is estimated in the report that the total advertising spends on programmatic advertising in Indonesia will achieve 89% growth rate as compared to the previous year. This renders the archipelagic state the fastest growing country in the world. While the aforementioned statistics sounds extremely amazing, the reality doesn’t seem quite exciting and optimal. After compiling our years of hand-on experience in Indonesia’s digital advertising, Tagtoo team concluded 3 points on the current overview of adtech in Indonesia 2019. # **Adtech landscape in Indonesia remains fragmented** Indonesia's market hasn’t seen any major adtech players in the field of programmatic advertising acquire any significant market share as Indonesia just pivoted its development focus to the digital economy. The industry landscape remains fragmented with international and local adtech companies competing with one another. The fragmented landscape in fact comes with a reason. International players find it difficult to gain a strong foothold in Indonesia due to the existing under-the-table business culture and government’s strict regulation on the advertising industry for foreign ownership. Meanwhile, local contenders are striving to catch up with foreign companies by developing top-notch technology. # **Knowledge gap of digital advertising becomes huge** As Indonesia moves towards the new digital era, business owners and entrepreneurs are becoming more tech- savvy and open-minded towards new technology. The power of performance-oriented adtech quickly wins favors of theirs and plays an indispensable role in the development of the digital economy. With that said, Indonesia is encountering the enlarging gap in terms of digital advertising knowledge. Large corporations along with local unicorns startups continue adopting the latest adtech products and services thanks to the strong backup of capital. On the contrary, small and medium enterprises struggle to make ends meet and do not possess the extra energy to master digital advertising, lagging behind day by day. # **Immature infrastructure holds back the industry advancement** While Indonesia possesses a whopping 145 million internet user population in 2017, according to The Association for Internet Service Provider in Indonesia, the imperfect internet infrastructure continues to be the major hindrance for adtech to unfold its actual and full strength. Take conversion rate, a common metric to measure the performance of digital advertising, for example. Slow page loading times, instead of wrong audience targeting, is oftentimes the driving factor for the downturn in conversion rate. No matter how effectively adtech can help with audience targeting, conversion undoubtedly won't happen when viewers lose their patience and leave the page before the website content is fully loaded. # **Conclusion** The landscape of digital advertising is ever-changing in Indonesia. With more companies and startups trying to strengthen their strong online presence and boost their online sales, the demand for digital advertising is certainly going to be much larger in the coming years. Most importantly, following the digital advertising boom, Indonesia’s adtech ecosystem is becoming an exciting game to watch; who will be able to survive until the end and win the throne? \- Author: Edison Chen, Business Development Manage at Tagtoo. ## 3 advices from a startup insider on how to succeed and grow yourself in a startup URL: https://www.tagtoo.com/en/blog/3-advices-from-a-startup-insider-on-how-to-succeed-and-grow-yourself-in-a-startup | Date: 2019-06-17 Summary: Startup life is full of twists and turns. One moment a startup is making a huge breakthrough, the next moment the team might be collapsing from the peak due to many possible causes such as management, investor, and etc. ## ***Startup life is chaotic sometimes and this is the fact you have to accept.*** ## ***\-- Tagtoo*** Startup life is full of twists and turns. One moment a startup is making a huge breakthrough, the next moment the team might be collapsing from the peak due to many possible causes such as management, investor, and etc. Staying at a startup for several years is also not easy, especially in a society where young fresh graduates are told to work for corporate because of more satisfactory salary and less risky career path. However, accepting the offer from my current company, Tagtoo, 4 years ago was actually the best decision I’ve ever made. This decision allowed me to closely observe how our CEO managed an organization and finally win the opportunity to take on more responsibility. Working in a startup is challenging. With that said, there are actually a few tips that can help you get through all the difficulties and succeed in any assigned mission. Here are 3 takeaways I learned on as a senior employee in a startup. **1) Be versatile and collaborative** In most cases, there is no clear functional structure in a startup organization. One moment you are approaching potential clients as a salesperson, the next moment you may be designing the next seasonal campaigns as a marketer with other team members. This is exactly how startup life looks like. To be able to succeed in the aforementioned scene, being a master in a specific field is not necessary. In fact, being versatile and collaborative is the key. A startup employee should be versatile to support any incoming projects and be collaborative to work with colleagues coming from diverse backgrounds to achieve a greater goal together. As far as I was concerned, my previous position was about managing clients’ advertising account and optimizing their digital ads to reach the target ROI. Little did I figured out was I was also required to handle customer service on behalf of the sales team sometimes due to the manpower shortage. Actually, I didn’t think the startup company I work for didn’t appreciate my specialties. Instead, I was more than happy to support other teams in any way I could. I strongly agreed with the company’s mission and extremely valued the togetherness created by everyone in the organization. Startup life is not as glamorous as other thinks and sometimes is kind of messy. Consequently, an ideal startup employee should be able to tolerate the chaos and contribute all of his innate talents with other teammates to help the assigned projects meet the deadline. # **2) Be independent and self-taught** In a startup, your manager might not be able to give you clear instructions every time, not to mention, pay all of his attention to you. Chances are he has several ongoing projects at hands and is supporting different functional teams. Considering common situations like this, being independent and self-taught become extremely critical for a startup employee to get on the right track and not to be lost in the middle. You can not expect others to give you a hand every time you are handling a hot potato. Take me as an example. There wasn’t anyone possessing the experience of market research at Tagtoo when I took the position of Market Analyst. My assigned research reports continuously didn’t meet my CEO’s expectation. For the first 3 months, I was almost lost and not sure how to step ahead. Thankfully, I bounced back after realizing the sense of loss didn’t help at all. I changed the way I worked and started to utilize available online resources such as eMarketer and SimilarWeb to make reports look more professional. I also learned that I should see obstacles ahead as opportunities to improve my problem-solving skill and try to become a reliable guy that can take on greater responsibilities. While it took me another 3 months to recover my morale, the process had enabled me to become more independent and deepened my skill of self-learning. **3) Be confident and ambitious** Startups are not like big corporates that have abundant resources to sustain. Any potential opportunity that possibly enables your startup company to grow, such as strategic partnership, should be all seized tightly and taken into consideration carefully. To contribute your effort in helping a startup gain a strong foothold in a market, being confident and ambitious is the cornerstone to approach success. The former allows you to take on more challenges and responsibilities while the latter leads you to see a bigger picture on a startup’s future development. In my case, I was given numerous opportunities to engage with senior executives and convince them to adopt our services when I was promoted to oversee the business development in Jakarta. However, I found it hard to eliminate my fear to give decent sale presentations among experienced industry insiders and thereby failed to close any deal. Only when I came across several student entrepreneurs who seemed naive but confidently approached me did I learn that one’s confidence level can be increased through intentional practices. Subsequently, as the confidence level goes up, the way you see things will dramatically change and that's when your ambition starts at play. This may be the most difficult part to practice. It requires you to step out of your comfort zone and get rid of your nervousness to believe in yourself that you can do a great job. It’s never easy from scratch, but I am pretty sure it’s rewarding. \- Author: Edison Chen, Business Development Manager at Tagtoo If you like this article, please give us a like and share with your friends! Feel free to comment below. We’d like to hear your voice. ## 決戰東南亞遊戲市場 台灣團隊該如何借力使力？ URL: https://www.tagtoo.com/blog/2019-05-04 | Date: 2019-05-24 Summary: 東南亞是全世界遊戲產業發展最快速的區域，急速飆升的網路滲透率與逐漸成長的支配收入等都是重要的驅動力，其中手機遊戲（手遊）更可能成為繼電商之後，東南亞的下一個激烈廝殺戰場。 ***電競賽事以及訂閱式內容都會如雨後春筍般在東南亞出現。*** \-- 東南亞是全世界遊戲產業發展最快速的區域，急速飆升的網路滲透率與逐漸成長的支配收入等都是重要的驅動力，其中手機遊戲（手遊）更可能成為繼電商之後，東南亞的下一個激烈廝殺戰場。 事實上，由於外國遊戲公司（歐美日韓中）擁有更多成功的開發經驗與強力的資本支持，東南亞的遊戲市場現今多半被國外遊戲作品給主宰，儼然形成一股難以突破的進入門檻，使得東南亞的遊戲公司無法匹敵生存，更別說是透過遊戲開發來好好賺一筆錢。 經過深入的產業分析後，Tagtoo 團隊總結了 3 點結論，幫助台灣遊戲公司更了解東南亞遊戲產業的現況與未來走向，進而了解如何在激烈的競爭之中找到重新找回利基市場。 **為不一樣的玩家創造不一樣的遊戲** 在遊戲世界裡，一款能夠成功吸引不同年齡群玩家的遊戲作品非常少見，倘若試圖創造出ㄧ款以廣泛大眾為玩家的遊戲，勢必將因為遊戲作品主題不夠強烈而無法在市場上造成玩家迴響。 由於不同的年齡群玩家早已發展出獨特的偏好以及使用者行為，在遊戲產業裡早也不存在著一體適用的遊戲作品，因此遊戲公司必須針對不同的玩家族群設計出更具吸引力的特色。 舉例來說， 與其針對全部的男性遊戲玩家進行遊戲開發，遊戲公司應該將人口節結構區分成特定的群體，並根據每一個群體的內心渴望進而創造一個獨一無二的遊戲作品。 儘管遊戲公司可以藉由開發老少咸宜的遊戲作品來觸及到更廣大的遊戲玩家族群，只是甚少所被考慮到的事實是，這些所觸及到的使用者可能不是黏著度高的最忠實的玩家，而是一群在幾天之後發現更有趣的遊戲時，就把遊戲給刪除掉的一般使用者。 「一個最容易被遊戲廣告主所忽略的數據便是『使用者留存率』，許多使用者可能只是不小心下載了App，而不是真的內心喜歡這款遊戲。」 Tagtoo 的商業開發經理分享。 遊戲公司應該製作遊戲給特定玩家族群，不單單是因為這群忠實的玩家更容易對喜歡的遊戲掏出錢來，而是在未來隨著玩家對於遊戲越來越挑惕的情況之下，倘若繼續推出一般普羅大眾且沒有辨識度的遊戲，幾乎是不可能在激烈競爭的未來生存下去。 **加入電競元素** 電競的極大潛力早已被重視，隨著日益成長的電競收視人口以及逐漸壯大的玩家影響力，電競的操作得以讓遊戲公司將旗下的作品再次推向高峰，為原本逐漸走下坡的成長率逆勢創造出更多的成長動力。 以Garena在2017年獨自開發的Free Fire（台譯：我要活下去！） 為例，Free Fire便被認為是透過Garena在泰國曼谷所舉辦的年度電競大賽 「Garena World 2019」，重新在東南亞市場拾回成長動力，在30萬的與會玩家面前奠定Free Fire為經典代表作 遊戲作品的品質一直是建立成功電競運動的關鍵，因此，遊戲公司應該專注在如何提供遊戲玩家友善的使用者介面，設計出公平且沒有漏洞的遊戲競爭，最後，創造出容易上手卻難以熟稔的遊戲設定，讓遊戲作品保有一定的挑戰性。 儘管舉辦電競賽事等實體活動需要耗費龐大的資本投入，不可否認地，除了數位廣告之外，線下活動仍然是提升遊戲作品的銷售表現以及成長使用者數至今最有效率的行銷手法。 **發展訂閱模式** 如何有效率地將遊戲作品給變現一直是令遊戲公司感到挫折且急迫的議題，即使東南亞（排除新加坡）的遊戲玩家人口不斷的成長，東南亞整體的每用戶平均收入（ARPU） 依舊無法令人滿意。 根據產業研究大廠Statista數據，在東南亞各國遊戲產業的「每用戶平均收入」排行裡，印尼至今仍是倒數第二低， 僅僅只有美金10.09元，發展較先進的泰國也只有美金21.40元，距離成熟市場等級的新加坡（美金78.15元）仍然有好大一段路需要追趕。 話雖如此，我們將會看到越來越多訂閱式內容如雨後春筍般出現在東南亞，隨著Netflix和Spotify迅速且成功地在這個區域佔有一席之地，訂閱式模式將會逐漸被大眾所接受，更多的東南亞的使用者將會願意透過小額付款來交換更優質的內容服務，遊戲產業也不例外。 從訂閱模式所產生的週期性收入將會幫助遊戲公司取得更穩定的收益流，這樣做不僅能夠顯著地降低研發與出版遊戲作品的風險，同時讓遊戲公司能夠更加專注在產品開發上，減少因為市場不確定而犧牲遊戲品質的可能性發生。 \-- \-- 原文： [What can Southeast Asia’s gaming companies do to stay ahead of foreign competitors?](https://www.tagtoo.com/blog/what-can-southeast-asia-s-gaming-companies-do-to-stay-ahead-of-foreign-competitors) 作者：Edison Chen ## FinTech亞洲吊車尾 台灣為什麼無法擁有金融獨角獸？ URL: https://www.tagtoo.com/blog/FinTech | Date: 2019-05-11 Summary: 台灣有著得天獨厚的商業環境，像是網路使用率與信用卡滲透率世界領先，平均消費力強勢增長，再加上完善的基礎建設以及在東亞重要的戰略地理位置，台灣儼然成為新興商業模式的最佳場域測試地點，變成國際公司以及區域新創擴展至其他鄰近亞洲國家的第一站。 ***儘管擁有眾多的發展優勢，台灣目前在發展FinTech創新上，仍面臨眾多的挑戰與困難，無法建立起一個完整的生態系統。*** \-- 台灣有著得天獨厚的商業環境，像是網路使用率與信用卡滲透率世界領先，平均消費力強勢增長，再加上完善的基礎建設以及在東亞重要的戰略地理位置，台灣儼然成為新興商業模式的最佳場域測試地點，變成國際公司以及區域新創擴展至其他鄰近亞洲國家的第一站。 對於金融科技（FinTech）來說，似乎卻不是如此。儘管台灣擁有上述的眾多優勢，台灣市場在發展FinTech上遇到了極大的阻礙與困難，難以規劃出一個能夠全力支持FinTech創新的健全生態系。因此，在這篇文章中，Tagtoo 團隊將會帶領你一窺FinTech在台灣發展的現狀，剖析造成FinTech在台灣裹足不前的主要原因。 **1\. 政府當局持續猶豫** 台灣政府以往便因爲對於金融法規過度保守廣遭批評，無法在金融穩定性與金融創新化上取得良好平衡，任何未經政府當局所核准的創新金融服務都視為違法，團隊無法正常營運下去，因此極大抑制了FinTech團隊的成長動力。 事實上，政府當局至今仍傾向扮演著產業監督者的角色，關注FinTech新創團隊是否違反法律，而非扮演著生態系的提倡者，鼓勵金融科技創新的發展。 舉例來說，僅管金融監理沙盒（允許新創團隊在一定的規範內可以大膽的測試）已經被推出，整體的商業環境依舊對於FinTech團隊非常不利，原因不外乎是政府當局缺乏主動性，沒有提供稅務優惠以及具體的實質獎勵來促進更多人投入。 再者，為了降低新創公司不健全的管理與營運所帶來的潛在風險，政府當局更傾向FinTech團隊與大型金融機構一起合作開發。 只是這樣做卻可能造成兩造因為工作文化所衍生出的衝突，金融機構可能透過大量的資金支持來狹持公司決策過程，使得新創團隊無法擁有更高的靈敏度，失去了培養出一個真正的FinTech 獨角獸的可能性。 簡言之，台灣政府現在所應該重視的是如何透過金融法規以及台灣所擁有的豐沛資源，建立起一個能夠容納高度創新且促進不同點子發展的商業環境，一個讓FinTech能夠確實成長茁壯的活絡生態系。 **2\. 金融機構過分謹慎** 儘管FinTech將會大幅度的簡化傳統金融服務，並帶給顧客前所未有的便利性，事實上，眾多台灣的金融機構依舊將FinTech視為一個燙手山芋，多半不願意採取更積極的改變措施。 有趣的是，即使部分金融機構宣稱他們已經將”FinTech“導入現時的金融服務，真相卻是僅僅將服務與內容數位化至網路銀行和手機App，而非擁抱FinTech的真實力量來提供更多更客製化的金融服務，進而讓未曾享受到優質金融服務的人們能夠有機會嘗試。 多數金融機構對於由FinTech所發展出的全新金融服務，仍然抱持著過度謹慎的態度且不願擔任產業的領導角色，這也是為什麼大眾普遍認為台灣的銀行家們沒有負起應有的責任，社會對於FinTech往後在台灣的發展多半抱持著悲觀的心態。 當大多數的台灣金融機構還正在擔心FinTech所帶來的潛在衝擊時，他們往往早已忽略FinTech背後的巨大機會以及可能帶來的潛在利益。FinTech確實可能會減少現存的獲利來源，但是毫無義問的將會為金融產業發展出更多高獲利的產品與服務。 台灣的FinTech發展已經落後其他國家（如，新加坡）數年之久，高度管制與保護的金融商業環境顯然是個需要突破的阻礙，更重要的是，所有利益關係人（銀行、金融機構、政府當局）的守舊思維都應該要負起台灣已經丟落領先地位事實的責任。 **3\. 金融服務成熟完善** 相較於地大物博的美國總共有4800家金融機構據點服務3.3億人口，在台灣卻擁有高達5000家金融機構據點來服務2400萬人口，由此可知台灣的金融覆蓋率顯然高出非常多。 事實上，台灣的金融服務系統相當完整與成熟，除了為數眾多且分散在全台各地的實體銀行外，網路銀行或是行動App也相當普及方便，讓消費者可以輕輕鬆鬆透過網路完成全部的銀行服務，像是轉帳、換匯等。 申請信用卡也非常快速，通常花費不到七天的時間；投保保險一樣輕鬆容易，許多的保險業務員早已被指派來服務特定的地區，隨時隨地都能夠預約拜訪；再加上先前金融法規所通過的行動支付，以上總總基本上已滿足大多數使用者的需求，足夠應付日常所需的活動。 因此，大眾對於要求加速FinTech發展的動機便變得無法和其他國家一樣強烈，其他FinTech所衍生的服務，如P2P借貸、機器人理財等，也甚少被大眾所關心與討論，最後，發展FinTech獨角獸的成長動力便逐漸的停了下來，慢慢變成了無生機。 台灣是否有機會重新登上FinTech的領先地位？目前看來是不大可能了。 \-- 作者： Edison Chen ## What are the hurdles hindering Taiwan's FinTech from becoming the No.1 in Asia ? URL: https://www.tagtoo.com/en/blog/What-are-the-hurdles-hindering-Taiwan-s-FinTech-from-becoming-the-No-1-in-Asia | Date: 2019-05-11 Summary: With high penetration of Internet, cellphone, and credit card, and well-established infrastructure, Taiwan is a mature and ideal market for field-testing of the new business model. ***Even until now, the entire environment in Taiwan remains unfavorable for FinTech teams to grow.*** ***\--Tagtoo*** With high penetration of Internet, cellphone, and credit card, and well-established infrastructure, Taiwan is a mature and ideal market for field-testing of the new business model. The strategic geographical location in East Asia and high spending power also make Taiwan a desirable first stop for global companies and regional startups to enter before boldly marching to other neighboring countries like China, Korean, and Japan. This is, however, not a case for FinTech. Despite the aforementioned advantages, Taiwan is encountering great difficulties in developing a sound and holistic environment that fully supports FinTech’s innovation. In this article, Tagtoo team will lead you to have an inside look at the status quo of FinTech in Taiwan and dissect the possible cause of hindering Taiwan’s FinTech from moving forward. **Government authorities continue hesitant** The Taiwanese government has been criticized for being overly conservative in terms of financial regulation and prioritizing financial stability much over financial innovation. Any newly-launched financial services without authorities' approval are considered illegal, which greatly suppress the growth momentum of FinTech teams. Instead of playing the role of ecosystem promoters to encourage the development of FinTech, the government authorities tend to act as industry regulators to oversee if startup teams break laws. For example, while a regulatory sandbox allowing startups to test innovative financial products or services without violating the existing regulation has been initiated, the entire environment remains unfavorable for FinTech teams because of the lack of proactiveness in providing tax incentives and other substantial perks from the government. Moreover, government authorities prefer FinTech startups to work together with financial institutions to lower down the potential risk of poor management and operation. This way, however, possesses the possible collision between two parties due to diverse working culture and couldn’t nurture real financial disruptors because financial institution would hold more power of decision-making with the strong backup of capitals. What the Taiwanese government should look at right now is how to leverage the financial regulation and the abundant resource Taiwan possesses to build up a vibrant ecosystem that is able to accommodate and boost different ideas of FinTech to flourish. **Major banks remain extremely cautious** Despite the fact that FinTech will bring customers unprecedented convenience by significantly simplifying the traditional process of financial service, most Taiwanese banks, in fact, consider FinTech as a hot potato to handle and are unwilling to make changes. Even though some banks argue that they have utilized “FinTech” in their existing financial service, the truth is they are not embracing the real power of FinTech to provide better and customized banking service, but only digitalizing their service to mobile apps and websites. Most banks remain extremely cautious to launch brand-new financial products powered by FinTech and are hesitant to take a leading role. That’s why the public find the traditional banks disappointing and hold a pessimistic attitude toward the future development of FinTech in Taiwan. When Taiwanese banks are concerned about the huge impact coming from FinTech, little do they figure out is the potential benefit deriving from the tremendous opportunity. While FinTech might cut down the existing revenue stream, such as payment income fees, it will undoubtedly create another more profitable services and products. Taiwan’s FinTech development is lagging behind other countries like Singapore for several years. The highly regulated and protected environment is an obvious obstacle to overcome. More importantly, the conventional mentality of current stakeholders, banks and government authorities, should take the major responsibility of the fact that Taiwan has collapsed from the leading position in FinTech. **The existing financial service system is mature** Compared to 5,000 locations of financial institutions across the US to serve 330 million population, there are more than 6,200 financial institutions in Taiwan with the total population being only 24 million. The coverage of financial service is obviously much higher in Taiwan. In fact, Taiwan’s financial service system is complete and mature. In addition to the huge number of physical banks, most Taiwanese banks have developed the online banking or mobile banking that allows customers to deal with nearly all the banking service, such as balance check, money transfer, and etc. The application for credit cards in Taiwan is fast with waiting time less than 7 days. Taking out an insurance policy is also easy as many insurance brokers have been designated to service specific locations and are available to meet up. The incentive for customers to urge for accelerating the development of FinTech seems not as strong as other countries. Coupled with the prior approval of mobile payment, one that catches most people’s attention when it comes to FinTech, the current advancement of financial service has already satisfied most customers and is quite enough for daily activities. Consequently, the general public’s impetus for the other areas in FinTech, such as P2P lending and Robo-advisor, is not widely discussed and concerned, except for the industry insider. The momentum of developing FinTech disruptors somehow slows down. \- Author: Edison Chen, Business Development Manager at Tagtoo ## What brands can do when paid traffic gets ridiculously high URL: https://www.tagtoo.com/en/blog/What-brands-can-do-when-paid-traffic-gets-ridiculously-high | Date: 2019-05-03 Summary: The golden age of the traffic dividend has almost come to an end. Most brands will be facing the growth stagnation of website traffic soon. Meanwhile, as Internet giants like Tokopeida and Shopee in Indonesia dominate the major traffic source, the competition is becoming increasingly adverse and unreasonably expensive. ***Traffic monetizing is not as easy as it was*** ***\-- Tagtoo*** The golden age of the traffic dividend has almost come to an end. Most brands will be facing the growth stagnation of website traffic soon. Meanwhile, as Internet giants like Tokopeida and Shopee in Indonesia dominate the major traffic source, the competition is becoming increasingly adverse and unreasonably expensive. To overcome the rising difficulty of traffic monetization and the growing cost of paid traffic, the Tagtoo team cherrypicked and proposed 3 feasible approaches, in no particular order, for brand marketers to tackle the issue. Here’s how. **Burgeon the power of branding** Branding is one of the most cost-efficient ways to increase traffic organically. Although it takes time to develop the reputation and build popularity in the market, the word-of-mouth effect from customers enables a brand to acquire a stable source of traffic. The stronger the power of branding a brand possess, the more competitive it will be in any given harsh situation. Below are three things brand marketers should look at to ensure a brand’s power of branding is strong enough. Unless the inbound traffic is enormous and there is no sign of decreasing, considering pivoting to other options or changing a brand’s essence is oftentimes necessary. **a) Brand positioning** In general, there are 3 recommended types of brand positioning for internet business. The **competitive** type refers to competition-oriented positioning in a saturated market. This type targets the market leader’s positioning by emphasizing superior differentiation a brand has. For example, a newly-born ride-hailing business could position themselves as a much safer ride than the market leader. Next, the **unique selling proposition** (USP) type, on the other hand, means emphasizing on the outstanding features of a product or service and convincing customers with their distinctiveness. For example, OPPO’s “5 minutes charge for 2 hours talk”. Thirdly, the **demand-created** type describes the positioning of creating a new blue ocean market. This type takes the battlefield to a higher level where competitors cannot easily enter. Especially suitable for a brand-new product. For example, Xiaomi defined its new product line as Internet-based smart TV when entering the traditional TV industry. **b) Brand semiotics** Brand semiotics looks at the non-verbal elements of communication. They are those elements such as logos and slogans that we are less conscious of but have a huge influence on the customer’s subconsciousness. Semiotic elements are usually the key to remembering and identifying a brand. Great semiotic elements help brand building easier and faster. They provide a strong connection for customers to recall a brand. A desirable outcome would be for customers to be able to recall immediately whenever coming across a brand’s non-verbal element. For example, people would be reminded of Starbucks when seeing a white coffee cup with a green icon. **c) Consistency between brand and product** Product development must proceed in parallel with brand positioning. A product itself is equivalent to a brand. The word-of-mouth effect will be amplified once the user experience of products is consistent with what a brand conveys. Otherwise, a negative image would emerge in the customers’ mind and discourage them to have further interaction with your brand. **Apply viral marketing** It’s understandable that a company has a limited budget for paid traffic. The cost is soaring at an incredible pace. However, under no circumstance has a company applied for viral marketing to acquire traffic. The comprehensive and logical tips to carry out viral marketing campaigns have been discovered early on and implemented extensively. As opposed to traditional marketing, viral marketing focuses more on sharing. It allows a brand to acquire new customers at a much cheaper cost if done properly. Most importantly, the expense happens only after new customers are acquired. Not only does this approach offer substantial incentives for both new and returning customers but it also has lower risks than paid traffic, which require a brand to pay upfront. Below are 3 defining factors for a successful viral marketing campaign. There are other few things to pay attention to but these 3 are the most fundamental ones. **1) Acquisition of seed users** Seed users aren’t necessarily the initial users. Instead, they are those loyal users who have a decent influence on others and are highly active in your products or services. They provide precious feedback for further products or service optimisation and are willing to introduce to other people. The quality of seed users is far more important than quantity. **2) Provision of incentive** A subsidy is the most common incentive. It could be free shipping, free samples, and a special discount. In addition to that, creative content and innovative scenario also play an important role as an incentive. For example, the ice bucket challenge became viral on social networks from July to August in 2014. The intriguing campaign provides a strong incentive for participants to join and called on others to take the challenge. **3) Design of gaming environment** If the acquisition of seed users and provision of incentives are the backbone of viral marketing campaigns, the design of the gaming environment will be acting as fuel to sustain the growth momentum. Point earning, badges collecting, and medal rankings are all the possible and feasible designs to keep customers proactive. These designs provide another way to build up social status and help develop a personal image. For example, Taiwan’s e-bike startup Gogoro initiate badge collection campaign. The more badges you are awarded, the more senior rider and the more eco-friendly you are. **Turn to performance advertising** Performance advertising refers to an advanced pricing plan where advertisers pay only when there are measurable results. This new type of advertising takes paid traffic to another level by guaranteeing the success and taking the risks of profit loss. The result is obvious and comes fast. Performance advertising is based on a data-driven strategy and proprietary technology to perform accurate targeting and discover potential customers with conversion intent. It provides strong protection for a brand’s benefit and interest when the cost of paid traffic is getting ridiculously high. Wonderful as performance advertising sounds, there are 3 things a brand should delve into to make the ad performance even better and significantly lower the cost of customer acquisition. **1) Search engine optimization (SEO)** While SEO has existed for so long, its long-standing importance remains the same. It is the foundation and the beginning of all digital advertising. What’s more, it can save more effort but lead to better results. SEO allows a brand to acquire traffic for free and attract internet users with strong interest. However, only the top three search results have the possibility to win users’ click. In order to rank among the top, a brand should constantly optimize the entire website in a way that users find the content reverent and can easily navigate. In spite of existing tons of resource about improving SEO on the internet, SEO is oftentimes the technique brand marketers easily neglect. **2) Search engine marketing (SEM)** Despite the increasingly high cost, SEM is still one of the best investment to make. It helps create more effective and targeted campaigns with keywords that a brand doesn’t originally rank for. More importantly, SEO and SEM become more powerful than either is working alone. A great example to demonstrate is that when users see two similar search results from the same brand on the top, one from SEO effort and the other from SEM, they are more likely to click on either one. A brand’s multiple appearances on search result would significantly provide strong credibility. **3) Cost per acquisition model (CPA model)** CPA is a pricing model of online advertising. Advertisers pay for a specified acquisition, such as a sale, form submit, or app installs. It focuses on driving the final conversion and bringing a substantial result, as opposed to exposure and click, for a brand. In most cases, the CPA will be unacceptably expensive if a brand boldly jumps into. It is never recommended to do so. Even for an industry-leading digital agency, they oftentimes couldn’t help but propose a stunning figure for CPA. However, with the meticulous effort on SEO and SEM, a brand can expect to see the significant decrease in CPA. As the website quality improves, the barrier of entry for users to complete conversions become much easier, ultimately making a positive impact on CPA. **Conclusion** When traffic becomes hard and costly to get, rather than spending more on that, brand marketers should turn around and look at the brand itself, figuring out if they have done all the things right. \- Author: Edison Chen, Business Development Manager at Tagtoo ## What can Southeast Asia’s gaming companies do to stay ahead of foreign competitors? URL: https://www.tagtoo.com/en/blog/What-can-Southeast-Asia-s-gaming-companies-do-to-stay-ahead-of-foreign-competitors | Date: 2019-04-21 Summary: Southeast Asia is the fastest growing region of the gaming industry in the world. Increasing internet penetration and rising disposable income give rise to the rapid development of mobile games. Mobile games undoubtedly will soon become the next fierce battlefield. ***While the gaming industry in Southeast Asia is dominated by foreign titles, there is still room for local gaming companies to survive and grow.*** ***\-- Tagtoo*** Southeast Asia is the fastest growing region of the gaming industry in the world. Increasing internet penetration and rising disposable income give rise to the rapid development of mobile games. Mobile games undoubtedly will soon become the next fierce battlefield. However, the entire gaming market in Southeast Asia is dominated by foreign titles as foreign gaming companies possess more successful experience of expansion and strong backup of capitals. The harsh environment makes it hard for Southeast Asia’s gaming companies to compete and survive, not to mention to make a mint for the games they developed. Here, Tagtoo team concluded 3 important takeaways after conducting in-depth research on what the market will be in the coming future and how local gaming companies should react in response to the competition with foreign contenders. **Cater to what gamers really want** There are no one-size-fits-all games across different demographics of gamers. Creating titles that vaguely fit the majority’s interest can not guarantee success nowadays. Each demographical segment has developed its unique preference for games and different user behaviors. For example, rather than targeting the entire male gamers, gaming companies should segment the population into specific groups and create exclusive titles based on each segment’s desires. While gaming companies may acquire a huge number of app installments instantly by launching titles appealing to widest variety of gaming population, little do they figure out is that those users acquired are not the loyal gamers who will stick to games but regular users who are very likely to delete games few days later once there is more interesting and attractive one coming up. “One of the important metrics advertisers of mobile games easily ignore is the retention rate,” Tagtoo’s business development Manager Edison Chen says. “Many users actually download games accidentally. Not because they like the game deep down” Gaming companies should make games for real gamers. It is a lot easier to get gamers to purchase when games truly appeal to what they are longing for. Any titles targeting a broad audience, instead of a particular group of gamers, are less likely to survive. **Include the element of e-sports** The huge potential of e-sports has been recognized. With the increasing popularity and ever stronger influence on gamers, it allows gaming companies to push their titles to another peak and create more momentum to fuel the growth that is once considered slowing down. Take Free Fire, a mobile game developed independently by Garena in 2017, for example. Free Fire was believed to be able to continue its growth momentum in Southeast Asia through being featured in Garena World 2019, a gaming tournaments event in Bangkok Thailand that attracted nearly 300K attendees. The quality of titles is the key to building up a successful e-sports. Gaming companies should stay focused on how to offer a gamer-friendly user interface, how to design a fair and bug-free competition, and how to create an easy-to-learn but hard-to-master gaming setting in titles. In spite of the large investment in hosting offline events like e-sports, it remains one of the effective marketing approaches, in addition to digital advertising, to grow sales performance of titles and advance the number of the user base. **Develop the subscription model** How to effectively monetize titles has been a struggling and pressing issue for gaming companies. Despite the growing population of gamers in Southeast Asia, excluding Singapore, the overall average revenue per user (ARPU) is not satisfactory enough. Indonesia, according to Statista, has the second lowest ARPU, USD 10.09. For Indonesia gaming industry, there is a long way to go to reach the same level of market maturity as Singapore, USD 77.40. With that said, Southeast Asia will see more subscription-based content mushrooming up. As Netflix and Spotify swiftly and successfully hold their strong foothold in this region, the subscription model will be gradually accepted. More Southeast Asian will soon be willing to pay a small amount in exchange for better quality content services. The gaming industry is no exception. The recurrent revenues derived from subscriptions could help gaming companies acquire a more predictable revenue flow. This way, it not only significantly lowers the risks of launching and publishing titles but also greatly enables gaming companies to focus more on product development and less likely to sacrifice the quality of titles. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Series No.3 |What should brand marketers do when paid traffic is getting ridiculously high? URL: https://www.tagtoo.com/en/blog/Series-No-3-What-should-brand-marketers-do-when-paid-traffic-is-getting-ridiculously-high | Date: 2019-03-07 Summary: Performance advertising refers to an advanced pricing plan where advertisers pay only when there are measurable results. This new type of advertising takes paid traffic into another level by guaranteeing the success and taking the risks of profit loss. The result is obvious and comes fast. ***Performance advertising provides strong protection for a brand’s benefit and interest when the cost of paid traffic is getting ridiculously high.*** ***\-- Tagtoo*** **Turn to performance advertising** Performance advertising refers to an advanced pricing plan where advertisers pay only when there are measurable results. This new type of advertising takes paid traffic into another level by guaranteeing the success and taking the risks of profit loss. The result is obvious and comes fast. Performance advertising is based on data-driven strategy and proprietary technology to perform accurate targeting and discover potential customers with conversion intent. It provides strong protection for a brand’s benefit and interest when the cost of paid traffic is getting ridiculously high. Wonderful as performance advertising sounds, there are 3 things a brand should dive into to make the ad performance even better and significantly lower the cost of customer acquisition. **a) Search engine optimization (SEO)** While SEO has existed for so long, its long-standing importance remains the same. It is the foundation and the beginning of all digital advertising and can save more effort but lead to better results. SEO allows a brand to acquire traffic for free and attract internet users with strong interest. However, only the top 3 search result has the possibility to win users’ click. In order to rank among the top, a brand should constantly optimize the entire website in a way that users find the content reverent and can easily navigate. In spite of existing tons of resource about improving SEO on the internet, SEO is oftentimes the technique brand marketers easily neglect. **b) Search engine marketing (SEM)** Despite the increasingly high cost, SEM is still one of the best investment to make. It helps create more effective and targeted campaigns with keywords that a brand doesn’t originally rank for. More importantly, SEO and SEM become more powerful than either is working alone. A great example to demonstrate is that when users see two similar search results from the same brand on the top, one from SEO effort and the other from SEM, they are more likely to click on either one. A brand’s multiple appearances on search result would significantly provide strong credibility. **c) Cost per acquisition model (CPA model)** CPA is an online advertising pricing model where advertisers pay for a specified acquisition, such as a sale, form submit, or app installs. It focuses on driving the final conversion and bringing a substantial result, as opposed to exposure and click, for a brand. In most cases, the CPA will be unacceptably expensive if a brand boldly jumps into. It is never recommended to do so. Even for an industry-leading digital agency, they oftentimes couldn’t help but propose a stunning figure for CPA. However, with the meticulous effort on SEO and SEM, a brand can expect to see the significant decrease in CPA. As the website quality improves, the barrier of entry for users to complete conversions become much easier, ultimately making a positive impact on CPA. **Conclusion** When traffic becomes hard and costly to get, rather than spending more on that, brand marketers should turn around and look at the brand itself, figuring out if they have done all the things right. After all, paid traffic is not essentially the only way to grow a company and a website. \- This is the end of the “What should brand marketers do when paid traffic is getting ridiculously high?” series. Thanks for your reading. If you like this article, please give us a like or share with your friends! ## Series No.2 | What should brand marketers do when paid traffic is getting ridiculously high? URL: https://www.tagtoo.com/en/blog/Series-No-2-What-should-brand-marketers-do-when-paid-traffic-is-getting-ridiculously-high | Date: 2019-03-04 Summary: It’s understandable that a company has a limited budget for paid traffic. The cost is soaring at an incredible pace. However, under no circumstance have not a company apply viral marketing to acquire traffic. The comprehensive and logical tips to carry out viral marketing campaigns have been discovered early on and implemented extensively. ***Viral marketing allows a brand to acquire new customers at a much cheaper cost if done properly.*** ***\-- Tagtoo*** **Apply viral marketing** It’s understandable that a company has a limited budget for paid traffic. The cost is soaring at an incredible pace. However, under no circumstance have not a company apply viral marketing to acquire traffic. The comprehensive and logical tips to carry out viral marketing campaigns have been discovered early on and implemented extensively. As opposed to traditional marketing, viral marketing focuses more on sharing. It allows a brand to acquire new customers at a much cheaper cost, if done properly. Most importantly, the expense happens only after new customers are acquired. Not only does this approach offer substantial incentives for both new and returning customers but it also has lower risks than paid traffic, which require a brand to pay upfront. Below are 3 defining factors for a successful viral marketing campaign. There are other few things to pay attention to but these 3 are the most fundamental ones. **a) Acquisition of seed users** Seed users aren’t necessarily the initial users. Instead, they are those loyal users who have a decent influence on others and are highly active to your products or services. They provide precious feedback for further product or service optimization and are willing to introduce to other people. The quality of seed users is far more important than quantity. **b) Provision of Incentive** A subsidy is the most common incentive. They could be free shipping, free samples, and a special discount. In addition to that, creative content and innovative scenario also play an important role as an incentive. For example, the ice bucket challenge became viral on social networks during July–August 2014. The intriguing campaign provides a strong incentive for participants to join and called on others to take the challenge. **c) Design of gaming environment** If the acquisition of seed users and provision of incentives are the backbone of viral marketing campaigns, the design of the gaming environment will be acting as fuel to sustain the growth momentum. Point earning, badges collecting, and medal rankings are all the possible and feasible designs to make customers keep active. These designs provide another way to build up social status and help develop a personal image. For example, Taiwan’s e-bike startup Gogoro initiate badge collection campaign. The more badges you are awarded, the more senior rider and the more eco-friendly you are. \- In addition to Branding and Viral Marketing, do you know what the last possible approach is to overcome the growing cost of paid traffic? Stay tuned for our final series! If you like this article, please give us a like or share with your friends! ## Series No.1 | What should brand marketers do when paid traffic is getting ridiculously high? URL: https://www.tagtoo.com/en/blog/Series-No-1-What-should-brand-marketers-do-when-paid-traffic-is-getting-ridiculously-high | Date: 2019-03-02 Summary: Traffic monetizing is not as easy as it was. The golden age of traffic dividend has almost come to an end. Most brands will be facing the growth stagnation of website traffic soon in the future. ***The word-of-mouth effect from customers enables a brand to acquire a stable source of traffic.*** ***\-- Tagtoo*** Traffic monetizing is not as easy as it was. The golden age of traffic dividend has almost come to an end. Most brands will be facing the growth stagnation of website traffic soon in the future. Meanwhile, as Internet giants, Tokopeida and Shopee in Indonesia for example, dominate the major traffic source, the competition for traffic is becoming increasingly adverse and unreasonably expensive. To overcome the rising difficulty of traffic monetization and the growing cost of paid traffic, Tagtoo team cherrypick and propose 3 feasible approaches, in no particular order, for brand marketers to tackle the issue. Here’s how. **Burgeon the power of branding** Branding is one of the most cost-efficient ways to increase traffic organically. Although It takes time to develop the reputation and build popularity in the market, the word-of-mouth effect from customers enables a brand to acquire a stable source of traffic. The stronger the power of branding a brand possess, the more competitive it will be in any given harsh situation. Below are 3 things brand marketers should look at to ensure a brand’s power of branding is strong enough. Unless the inbound traffic is enormous and there is no sign of decreasing, considering pivoting to other options or changing a brand’s essence is oftentimes necessary. **a) Brand Positioning** In general, there are 3 recommended types of brand positioning for internet business — competitive type, Uninterruptible Power Supply (UPS) Type, and demand-created type. The **competitive type** refers to competition-oriented positioning in a saturated market. This type targets the market leader’s positioning by emphasizing superior differentiation a brand has. For example, a newly-born ride-hailing business could position themselves as a much safer ride than the market leader. The **UPS type**, on the other hand, means emphasizing on the outstanding features of a product or service and convincing customers with their distinctiveness. For example, OPPO’s “5 minutes charge for 2 hours talk”. The **demand-created type** describes the positioning of creating a new blue ocean market. This type takes the battlefield to a higher level where competitors cannot easily enter. Especially suitable for a brand-new product. For example, Xiaomi defined its new product line as Internet-based smart TV when entering the traditional TV industry. **b) Brand Semiotics** Brand semiotics looks at the non-verbal elements of communication. They are those elements, such as logo, slogan, and etc, we are less conscious of but have a huge influence on customer’s subconsciousness. Semiotic elements are usually the key to remembering and identifying a brand. Great semiotic elements help brand building easier and faster. They provide a strong connection for customers to think of a brand. A desirable outcome would be customers are able to recall immediately whenever coming across a brand’s non-verbal element. For example, people would be reminded of Starbucks when seeing a white coffee cup with a green icon. **c) Consistency between brand and product** Product development must be proceeded in parallel with brand positioning. A product itself is equivalent to a brand. The word-of-mouth effect will be amplified once the user experience of products is consistent with what a brand conveys. Otherwise, a negative image would emerge in customers’ mind and discourage them to have further interaction with your brand. \- Wonder what might be the next feasible approach to combat ridiculously high traffic cost? Stay tuned for our series No. 2! If you like this article, please give us a like or share with your friends! ## 廣告預算沒成效？ 行銷人該懂的三大操作要領 URL: https://www.tagtoo.com/blog/2019-01-28 | Date: 2019-01-28 Summary: 廣告主們在剛踏入數位廣告之際，多半對於數位廣告所帶來的效益有所誤解，期待在數位廣告啟動之後，馬上就能見識到扎實且顯著的成效表現。 只是當他們看到第一個月的廣告報表時，態度隨即一百八十度轉變，開始質疑數位廣告是否有如專家所說的必要，甚至認為將資源投至在數位廣告上相當浪費行銷資源。 ***數位廣告的力量從來就沒有讓廣告主失望過，倘若有，便是在操作的某個環節出了差錯，像是(1)不了解銷售漏斗的概念、(2)挑選錯誤的廣告形式、(3)沒有遵守測試、觀察、優化三步驟。*** \-- 廣告主們在剛踏入數位廣告之際，多半對於數位廣告所帶來的效益有所誤解，期待在數位廣告啟動之後，馬上就能見識到扎實且顯著的成效表現。 只是當他們看到第一個月的廣告報表時，態度隨即一百八十度轉變，開始質疑數位廣告是否有如專家所說的必要，甚至認為將資源投至在數位廣告上相當浪費行銷資源。 我們認為阻止這些廣為流傳的迷思至關重要，也期待透過分享我們自身的實際經驗，幫助更多企業家更有效益的花費廣告預算，進一步解釋為什麼數位廣告是個長期的投資，而不是銷售會立即成長的萬靈藥。 **了解銷售漏斗** 倘若能夠了解由 Elmo Lewis 在1898年所引入的銷售漏斗概念，便不難理解為什麼數位廣告在初期的成效往往差強人意，同時也能夠知曉數位廣告大致的運作模式。 根據 Elmo Lewis 的銷售漏斗，將訪客轉換成顧客需要歷經四個階段，分別是曝光（Awareness）、發現（Interest）、思考（Desire）、轉換（Action），每個環節都有各自所扮演的重要角色而且缺一不可。 廣告主經常所犯的錯，便是不經意的忽略上述四個階段，武斷地只專注在像是名單產生、App下載、訂單出現等等的最後「轉換」階段。 並沒有任何一種方式能夠省略銷售漏斗中的每個環節而逕自直接達到終點，更遑論是立即得到亮麗的成效表現，即使發生，也是非常極端的案例，如曇花一現。 在數位廣告開始的前幾個月（又被稱為「測試期」），網站銷售並不會有預期般的高漲，在實務上非常普遍，也是每一個成功案例所必經的過程。 廣告主應該為各個不同的銷售階段，規劃一系列彼此緊緊相扣的文案與素材，謹慎小心地將每個階段的網站訪客逐漸轉換至下一個階段，最後達到最終理想的轉換，更重要的是認知操作數位廣告是筆長期投資，無法短線操作。 **挑選合適的廣告形式** 無獨有偶，Facebook在前一陣子將不同的廣告形式（如影音廣告、貼文廣告等）導入銷售漏斗，並且透過數據加以證實有效性，幫助更多廣告主留住潛在客戶，達到行銷漏斗中每個不同階段的目標。 舉例來說，如果想要增加品牌意象，從影音廣告或是貼文廣告便是個非常好的開始，因為他們能夠有效吸引瀏覽者的眼球運動，進而引起好奇心與興趣。至於已經有基本流量的電商網站，可以選擇動態多物件廣告（Dynamic Product Ad），透過演算法推薦最適宜的產品，進而加強網站銷售表現。 儘管如此，如果品牌商還沒有累積足夠的信任與商譽，直接投遞索求使用者資訊的名單廣告是絕對不推薦的，因為這個極大膽的作法幾乎不會產生任合滿意的結果。 「一個成功的數位廣告不存在任何捷徑，也沒有一體適用的做法可以複製」目前在 Tagtoo 印尼擔任市場開發經理的 Edison Chen 指出。「每個廣告主都應該訂定實際的廣告目標，而不是一昧的追求銷售立即成長」 廣告主應該選擇合適的廣告形式，根據公司目前的狀況設定可實現的數位廣告 KPI。任何不正確的判斷與猜想（如，期待銷售馬上成長），都有可能導致整個廣告活動的崩塌。 **測試、觀察、優化** 事實上，單是了解銷售漏斗的概念與挑選廣告形式重要性，還無法保證一個數位廣告活動的成功，唯有透過大量的 A/B 測試來找到最佳的廣告受眾，並且不斷的觀察與優化，才能離成功更進一步。 根據 Tagtoo 操作優化的經驗，在每一次數位廣告上線之後，都會遭遇到三個不同的時期，分別是「測試期」、「成長期」、「穩定期」，隨著預算高低的不同，各個時期的長短也有所差異。 「測試期」指的是尋找到對的廣告受眾的過程，通常耗費一至兩個月的時間來搜集足夠的使用者數據，此時的廣告成效起伏不定。這個時期將會耗費可觀精力與時間，再加上無法有穩定的轉換產生，許多廣告主因此中途放棄。 基本上，如果成功撐過最令人厭煩的「測試期」，便代表著成功的到來，因為在接下來的「成長期」、「穩定期」都會非常平穩度過，不再需要投入諾大的精力從頭調整。 同樣的，即使在數位廣告剛上線的時候，投資報酬率的數字可能無法令人忍受，廣告主也應該抱持著強烈的信念，堅信這持續的赤字終將完結，迎來穩定的業務增長。 畢竟，數位廣告的力量從來就沒有讓廣告主失望過，除非在上述的某個環節出了差錯（如，選錯廣告樣式、沒有稱過「測試期」）。 **總結** 從銷售漏斗中所學習到的經驗法則，確實可以幫助廣告主創造更多可能性，我們多年來的實務經驗也幫助我們在廣告上線後，避免不必要的曲折與挫折。 我們誠摯的希望閱讀這篇的每一位，能夠更理解數位廣告中的箇中奧妙，更重要的是，能夠更有效率的花費每一筆廣告預算！ \-- 作者：Edison Chen ## 為什麼電商創業家應該避免選擇拍賣市集？ URL: https://www.tagtoo.com/blog/2019-01-06 | Date: 2019-01-06 Summary: 身為一個電商創業家，選擇拍賣市集(Marketplace)作為販售商品的第一站是個直覺的決定，原因不外乎是簡單易用且配套完整的功能，舉凡線上支付系統和物流配合廠商等，使得拍賣市集對於創業家而言，非常具有吸引力且難以抗拒。 ***創業的第一步該選擇拍賣市集還是獨立電商網站？如果你的答案是前者，讓我們來為你破解迷思！*** ***\--*** 身為一個電商創業家，選擇拍賣市集(Marketplace)作為販售商品的第一站是個直覺的決定，原因不外乎是簡單易用且配套完整的功能，舉凡線上支付系統和物流配合廠商等，使得拍賣市集對於創業家而言，非常具有吸引力且難以抗拒。 儘管拍賣市集提供了眾多的便利性與擁有龐大的使用群眾，鮮少為人知的事實是從拍賣市集出發並不是個一體適用的方法，對於長期的發展目標而言，拍賣市集並不是個最佳的起點。 許多人談論選擇拍賣市集的[優點](https://www.elancreativeco.com/selling-in-an-online-marketplace/?fbclid=IwAR3r4AigYlBtgVhulP5b7op0xC8Flwa-kFrp-b8mlKheVQENa4NbelFy85Y)，然而我們今天決定逆其道而行，揭露出創業家可能尚未注意到的關鍵議題，以及為什麼在可能的狀況之下，你應該要避免選擇採用拍賣市集。 **價格競爭** 拍賣市集以往便以使用者友善的介面著稱，只是這個友善的介面對於賣家而言，不見得友善，甚至可能讓賣家的網路商店面臨快速的崩塌。 一般的拍賣市集仰賴產品分類來幫助消費者快速找到他們搜尋的產品，然而這個機制卻迫使賣家的商品在每次的搜尋之中，面臨與相似競品的價格比較。 除非賣家所販售的商品獨樹一幟且絕無僅有，否則將商品陳列在拍賣市集上不可否認地只會導致更激烈的價格戰，使得原本就已低廉的毛利空間越來越低。 更糟糕的是，隨著越來越多的中國製造商加入，這個價格戰並沒有露出暫緩的趨勢，在價格上與中國製造的產品做競爭，幾乎是不可能成功的挑戰，他們龐大的生產力可以用更低廉的價格，同時或許更好的品質，輕易地擊潰任何微型、小型的賣家。 「中國工廠是個令人夢魘的兢爭者，這從來就不是個公平的競爭。」Tagtoo的一位市場開發經理強調。 「思考販售產品的特色，避免與任何中國製造的產品正面兢爭，特別是你的產品並沒有特別的賣點。」 **數據搜集** 利用數據輔助公司成長的重要性已經被廣為認定，儘管如此，選擇線上拍賣市集可能迫使賣家讓出使用者資料的所有權，放棄探索出更多消費者洞見的權利。 這樣的現象相當普遍，相較於獨立電商網站（Independent E-commerce Website），拍賣市集僅為個別的線上商店提供有限的使用者行為數據。 一般Google Analytics及其他成效追蹤軟體的報表數據，如跳出率（Bounce Rate）與平均頁面停留時間（Average Page Duration）等，在大部分的拍賣市集並未被提供，使得賣家無法了解公司是否在正確軌道上，不得不根據交易數以及其他無法反應市場現況的數據來評估線上商店未來的發展，進而做出錯誤的決策。 隨著賣家在拍賣市集的線上商店擁有越來越多的消費者，這個令人擔憂的議題後果將會越來越顯著且巨大，缺少數據支持的決策，無庸置疑將會使得賣家永遠無法辨識出眼前真正的問題。 **擴展性** 倘若公司的擴展性並非急迫的議題，在拍賣平台上開設線上商店相當合適新手賣家，或是執行市場接受度測試，然而如果賣家有更大的願景，拍賣平台就不是個值得繼續發展的地方。 事實上，由於方才所述的兩點，當賣家開始嘗試公司擴展時，將會面臨到一個幾乎不可能突破的無形天花板。其一，價格競爭之下導致賣家無法有獲取足夠的毛利來擴展現有的產品線；其二，數據搜集的缺少使得賣家無法設想出相對應的策略。兩者結合之後成為公司向前邁進與向上擴展的極大阻力。 根據 Tagtoo 多年來對於東南亞電商的觀察，儘管在拍賣平台的前期經歷高速的成長，隨著公司規模逐漸變大，大部分新設立的線上商店將會發現公司整體成長的軌跡以越來越快的速度衰弱，日益減少。 「這是一個拍賣市集無法否認且與生俱來的缺陷。」Tagtoo 的一位市場開發經理在採訪中指出。 「在拍賣市集上停滯成長的階段是每個線上商店都無法避免的，這也是為什麼多數在拍賣市集上成功的公司，往往最後轉軸至開設自己的獨立電商網站。」 舉例而言，台灣的領先皮鞋電商Life8正是從拍賣市集轉軸至獨立電商網站的[最佳案例](https://www.bnext.com.tw/article/45584/life8?fbclid=IwAR2wOlRxnHkTh4ssErNqioG36GpV3adwb7a-U6479YqJz4s-HlLwDgm_AIA)。他們預視了緊接而來的瓶頸並且迅速的跳出。 事實上，轉換至獨立電商網站的[現象](https://smallbusiness.co.uk/selling-through-your-own-website-2545419/?fbclid=IwAR0MUawtLfcb5kS2mCsHRpj8MCCDTYFtL47f7GW3Ms6S04wmG_BDmOct72g)確實在許多電商發展成熟的國家被觀察到，歷史無庸置疑將會再次重複，而這一次將會發生在東南亞。 公司成長率是長期發展的重要指標之一，然而，隱藏在拍賣市集後的有限擴展性正是許多創業家鮮少在早期開店階段察覺到，導致在開店的後期面臨到是否留下或軸轉的兩難。 **總結** 拍賣市集和獨立電商網站各有優缺點，在任何的情況之下，創業家都不應該因為眾多賣家的慷慨激昂推薦而選擇擁抱拍賣市集，更遑論這些言詞一致的背書多半可疑且無法驗證。 從獨立電商網站開始可能會比在拍賣市集上開設線上商店更艱辛，創業家應該要抱持的強烈的信念，相信投入的時間與努力終將在未來得到豐收的成果，成為你創業之中做過最好的決定之一。 \- 作者：Edison Chen ## 4 key marketing trends to watch on Indonesia 2019 URL: https://www.tagtoo.com/en/blog/4-key-marketing-trends-to-watch-on-Indonesia-2019 | Date: 2018-12-12 Summary: The year 2018 has almost come to an end. It is a year full of twists and turns for Tagtoo. We stumbled along, almost failing but never giving up. Finally, after working hard, we got a grasp on how we could make a breakthrough in Indonesia. ***Prepare yourself for the upcoming challenges and opportunities in Indonesia.*** ***\--Tagtoo*** The year 2018 has almost come to an end. It is a year full of twists and turns for Tagtoo. We stumbled along, almost failing but never giving up. Finally, after working hard, we got a grasp on how we could make a breakthrough in Indonesia. We have been paying close attention to the digital marketing development in Indonesia since entering. As an ad-tech company, we are fortunate to receive much first-hand information of future growth trajectory through clients we collaborate and approached. Coupled with insights learned from several interviews with marketing professionals, we cherrypicked and concluded four key marketing trends to watch for 2019. We hope this can help more companies well prepared themselves for the upcoming challenges. **1\. The strong growth of digital advertising** The demand for digital advertising, banner ads, video ads, and native ads, will become stronger as more Indonesian have access to internet service through either desktop and mobile devices. Despite the [internet penetration is only 54.68% in 2017](https://e27.co/internet-user-penetration-indonesia-reaches-143m-people-report-20180220/?fbclid=IwAR2E2sIe_VD7kBonJaf-Vt4FUgC-3iDNq-4IraRxoOaCtHbv-S2ZzM3BNnM), according to The Association for Internet Service Provider in Indonesia, the total number of internet user, nearly 144 million, in Indonesia signifies a lucrative opportunity for digital advertising. The outlay for [mobile ads will account for nearly 50% of total digital ads spend in 2019](https://www.iab.com/news/ad-spending-southeast-asia/?fbclid=IwAR2kHVVbOte_GBgbDVGQh3uWBTr_TZ3rPo8KsxArbEOoqGZXf8s8AkBwKd0), reaching USD 312 million. As buying a decent smartphone is no longer a luxurious choice, mobile ads become the very first touchpoint for advertisers to enter Indonesian user’s personal space. The emergence of more personalized ads on mobile devices is anticipated. More Internet user data will be collected from smartphone use. The next problem for Indonesian e-commerce to solve would be how to harness the user data to drive more conversions. In addition, ads targeting is going to shift from traditional demographic targeting to advanced behavior targeting. The transformation of targeting approaches will significantly increase the effectiveness of digital ads and drive more transaction. **2\. More transparent reports are needed** [Indonesia’s digital advertising is at a nascent stage.](https://www.techinasia.com/talk/ad-tech-desperately-reality-check-southeast-asia) Many companies are just beginning their online presence and have a limited understanding of digital advertising. This situation somehow creates a gray area, or a loophole, to be exploited. [Transparency and reliability in digital advertising remain a serious issue in Indonesia.](https://www.thedrum.com/news/2017/08/17/clarity-and-transparency-mean-everything-digital-marketing-says-iab-singapore-s) Fake report and incorrect data are frequently disclosed after advertisers outsource digital advertising to some traditional agencies. It’s hard to judge the campaign performance. Most advertisers don’t know if their ads are properly displayed and the post-campaign reports are authentic. Many are mislead by the incorrect data and falsely believe their advertising campaign perform well. “That’s why we highly encourage our clients to set up Google Analytics,” Mick Lu, head of Indonesia, Tagtoo, shared. As more advertisers become tech-savvy, the use third-party tracking tool, such as Google Analytics, becomes popular, and more professional ad-tech companies show up, this long-standing problem might be solved soon. “Learning how to interpret their own data in a correct way is critical for the business operation. That way, it helps clarify the performance attribution between agencies and clients, avoiding unnecessary trust issues,” Mick Lu continued. A report that fully reflects the real performance is what Indonesia market desperately needs. In the coming year of 2019, we are optimistic to see digital advertising becomes more transparent. **3\. Agencies offer more strategic values** There’s a huge gap in terms of digital marketing in Indonesia. Top and big internet businesses have built relatively competitive digital advertising teams and are well-equipped with the latest digital marketing skills while SMEs and budding startups are trying to catch up at full steam. Indonesia will see this gap becoming bigger in the coming years as more capital is instilled to cooperates and unicorn startups. Most digital placements are tightly grasped and leave no room for small players. To make it through the difficulties, for both startups and SMEs, digital agencies play an important role. They could provide strategic value through strategy, campaign execution, and scale, helping smaller companies competing with big names. By collaborating with professional agencies and leverage their expertise, smaller companies can stay focused on their core business and product optimization with limited resource in hand. This way could create more chances for small companies to survive and transition to the next stage where more resources and capitals are available to assembly a competent team. **“Most Indonesian entrepreneurs haven’t realized the importance of data collection while many international companies have been utilizing data for product optimization for so long,”** shared Kent Kang, marketing director of Wellcomm, Indonesia’s largest electronic gadgets retailer. **“With more new methodologies and marketing tools brought by agencies, I strongly believe it would help radically change the way Indonesian entrepreneur does business,”** Kong continued in the exclusive interview with Tagtoo. 4\. Micro-Influencer marketing becomes popular [Influencer marketing is the next holy grail for Indonesia companies](https://www.emarketer.com/Article/Influencers-Indonesia-Have-Ton-of-Followersand-Power-Drive-Sales/1015069?fbclid=IwAR18OJ0inJNIMeLdPOEIMaAP06auzGTvFpY-HxLkPiJJwnbx9IzG_EwMU9g) to push sales to another level. By leveraging celebrities’ influence on their huge fanbase, companies have one more secret weapon to stimulate the stagnant growth of revenue. However, not every company, especially for SMEs, can pay a celebrity millions of dollars simply for a one-time campaign. [This amount of money](https://www.digitalmarketing.org/blog/how-much-does-influencer-marketing-cost) is enough for a startup or small company to run the operation for several months. Actually, turning to a micro-influencer, those owning 50K followers or below, in a specific field are more realistic and more cost-effective. While these micro-influencers may not possess as many followers as popular celebrities, [their fanbase is far more focused and more likely to make conversions.](https://martinhiesboeck.com/2018/11/30/micro-influencer-marketing-the-ins-and-outs/) Unlike megastars, these micro-influencers seem much closer to our daily life. The grassroots spirit they represent shows greater authenticity and reliability, which people can easily resonate with. Exactly like friend’s recommendation is always more powerful than what TV stars boast of. The importance of Influencer marketing is well recognized. With more micro-influencers mushrooming up in major platforms, such as Instagram and Vigo, it’s widely believed micro-influencers will soon become the mainstream in 2019. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 【快訊】台灣數位廣告界再添佳績 Tagtoo贏得Google菁英合作夥伴大獎 URL: https://www.tagtoo.com/blog/Tagtoo-Google | Date: 2018-11-21 Summary: 專注於成效表現的台灣廣告科技新創 Tagtoo 贏得 2018 Google 菁英合作夥伴大獎香港和台灣賽區「購物廣告創新獎」，從眾多跨國廣告商脫穎而出，為台灣數位廣告界再拿下另一殊榮。 專注於成效表現的台灣廣告科技新創 Tagtoo 贏得 2018 Google 菁英合作夥伴大獎香港和台灣賽區「購物廣告創新獎」，從眾多跨國廣告商脫穎而出，為台灣數位廣告界再拿下另一殊榮。 由於中國區獎項從缺，Tagtoo 乃是大中華區唯一「購物廣告創新獎」得主，肯定 Tagtoo 在購物廣告的精實表現，為此領域成效最佳的數位廣告代理商。 Google 菁英合作夥伴大獎的設立，乃為了表彰數位行銷代理商在搜尋、行動、影音、多媒體、購物廣告等領域，以及拓展線上商機方面的創新之舉，僅有授與最高等級勳章（菁英夥伴）的代理商擁有參與資格。 Tagtoo 以專精於成效導向的電子商務解決方案著稱，領先業界的廣告科技為眾多廣告主提供更精準的廣告投遞 ，成功在台灣競爭激烈的數位廣告圈中佔有一席之地。 Tagtoo 在購物廣告在台灣正式推出之前，便開發相關技術來加速購物廣告的設定流程，配合人工智慧圖片辨識系統協助產品正確分類，大幅度地降低購物廣告的使用門檻，協助更多廣告主投遞的購物廣告。 根據 Tagtoo 大數據資料庫顯示，購物廣告能夠有效提升新客（第一次消費的顧客）轉換率，有效提升訂單數目，其成效乃為其他廣告類型之中表現最優異，能夠為停滯不前的電子商務網站注入新活水。 Tagtoo 執行長暨創辦人楊長峰指出：「我們們一步步累積，終於在成效型電商廣告建立起專業。」 「這個獎項是對整個團隊努力的肯定，感謝每一位廣告主的信任與支持，Tagtoo 會繼續努力，繼續向前邁進，謝謝！ 」 **關於 Tagtoo** 創立於2011年，Tagtoo 是專精於成效型行銷的電子商務解決方案平台，擁有亞洲最大的電子商務資料庫，提供全方位的廣告技術支援，獲選為Google與Facebook的指定合作夥伴。 ## Breaking News| Tagtoo won Shopping Innovation in 2018 Google Premier Partner Awards URL: https://www.tagtoo.com/en/blog/Breaking-News-Tagtoo-won-Shopping-Innovation-in-2018-Google-Premier-Partner-Awards | Date: 2018-11-21 Summary: Tagtoo, a Taiwan-based digital advertising agency, won “Shopping Innovation” in 2018 Google Premier Partner Awards in Greater China region. Tagtoo successfully stood out by defeating international agencies and local players. It makes one of the important milestones for Taiwan digital advertising scene. ***Expanding from Taiwan, Tagtoo is the only award receiver in “Shopping Innovation” category.*** ***\-- Tagtoo*** Tagtoo, a Taiwan-based digital advertising agency, won “Shopping Innovation” in 2018 Google Premier Partner Awards in Greater China region. Tagtoo successfully stood out by defeating international agencies and local players. It makes one of the important milestones for Taiwan digital advertising scene. The establishment of Google Premier Partner Awards aims to honor digital agencies that make an innovative contribution to the category of Search, Mobile, Display, Video and, Shopping. Only digital agencies that have reached the top notch badge, also known as Google Premier Partners, are entitled to participate in the annual competition. Tagtoo has been famous for performance-based e-commerce solution in the Taiwan market. Our industry-leading advertising technology enables more precise ads delivery. The innovative solution cements our leading position In the increasingly competitive digital landscape of Greater China. Prior to the public launch of Google Shopping Ads in Asia, Tagtoo had accordingly been developing auxiliary technology to accelerate the preliminary setting process, inventing an artificial intelligence-powered visual system to sort millions of items by categories. These technologies developed greatly shorten the barrier of entry of using Google Shopping Ads. According to Tagtoo’s self-built database, advertisers who used Google Shopping Ads see a significant growth in both transaction counts of the entire website and conversion rate of new visitors, namely those never purchased before. The performance of Google Shopping Ads is one of the best among other types of ads. it creates new momentums for e-commerce that is experiencing stagnant growth and is at a staggering development stage. “We come to this stage step by step and eventually build up our reputation as a performance-based solution provider, ” indicated Teddy Yang, Founder, and CEO of Tagtoo. “This award is the recognition of the entire team. We appreciate every advertisers’ trust and support. Tagtoo will keep moving forward. ” **About Tagtoo** Tagtoo specialized in managing Facebook Ads, and Google Ads with data-driven strategies and proprietary technology. Over 80% of Taiwan e-commerce has adopted Tagtoo’s solutions to drive sales. ## 3 tips that help a Taiwan startup won Indonesia Best Brand Awards 2018 URL: https://www.tagtoo.com/en/blog/3-tips-that-help-a-Taiwan-startup-won-Indonesia-Best-Brand-Awards-2018 | Date: 2018-11-14 Summary: Recently, the company I’m working for- Tagtoo, was granted Indonesia Best Brand Awards 2018 by CMO Asia, a prestigious marketing community in Asia, at the 27th World Brand Congress in Jakarta Indonesia. ***All the difficulties and the obstacles we have encountered only made us stronger and lead us to where we are now.*** ***\-- Tagtoo*** Recently, the company I’m working for- Tagtoo, was granted Indonesia Best Brand Awards 2018 by CMO Asia, a prestigious marketing community in Asia, at the 27th World Brand Congress in Jakarta Indonesia. As one of their earlier employees, I am fortunate enough to witness the transformation of Tagtoo from its early stages where we were struggled to maintain clients in Taiwan to its current stage. Now, we have successfully expanded to several locations in Southeast Asia. However, this small achievement we have today did not come easily. We stumbled along, almost failing but never giving up. Finally, after working hard together, we got a grasp on how we could make a breakthrough. This award represents the team’s great resilience and remarkable perseverance despite the uncertainties and hardships ahead. How did we reach this point after struggling to find our way? I hope this piece may give some guidance to those who are striving to find a way out for their startups as we were before. **Client-centric mindset** While this might sound cliché and straightforward, it took Tagtoo several years to figure out what clients deeply cared about. What advertisers look for is whether the budget they spend is going to make a positive influence on their business and ultimately drive more sales. That is why we boldly proposed a performance-based pricing plan, such as cost per lead and cost per order. We even accepted ROI-based advertising campaign, which most agencies refused to do. Authentic reporting also matters to clients. To ensure our data is transparent and reliable, we adopted third-party tracking tools. For instance, we use Google Analytics to better protect client benefits and interests, avoiding unnecessary trust issues. “We deeply believe only when we solve client’s undiscovered pain point can we become stronger,” shared Teddy Yang, CEO and founder of Tagtoo. “We are willing to take the risk of losing money and help them stay focused on their core business.” Cutting-edge technology and a well-designed banner are not enough to maintain clients nowadays. How your company can significantly add value to the client’s advertising strategy is more important. In any advertising campaign, a guaranteed performance with authentic reporting is the key to winning a client’s confidence. This is a costly lesson we learned during a brief period of time in the beginning. However, we learned quickly and returned to the market with a more powerful and competitive solution. **Pixel-level localization** An effective localization strategy doesn’t simply mean hiring local talents and translating website content to local languages. Instead, it should be recruiting a local management team to be decision-makers to run each branch based on experience. Tagtoo has complied with this idea since expanding to Southeast Asia in 2015. We respect the local management’s strategy and allowed them full control on the local business operation—a strategy considered controversial and risky back then. Some people doubted local talents, claiming they lacked a comprehensive understanding of the company’s core competitiveness and future growth direction. Critics even argued that there needed to be a native supervisor to oversee each branch. Actually, the first problem can be solved by a comprehensive educational training, regular two-way communication, and a devised incentives system. The latter critique, similarly, isn’t an excellent move, which might bring about the intense tension and undesired restriction for both parties, namely the local management team and the headquarter. “Locals know their market way better than we do. It would never work if you put your stereotypical ideas on the expansion plan and ask the local team to execute,” continued Teddy Yang. “Take our Indonesia team for example. The solution package they came up with for the Indonesia market is something we couldn’t have easily found out.” Surprisingly, the result of our counterintuitive strategy is beyond our expectation. The local management team not only successfully launched each branch but also swiftly gained a strong foothold in the increasingly competitive market. **Industry-leading technology** To stand out in the ad-tech scene, adopting the right strategies and assembling a competent squad aren’t enough to maintain a leading position. The secret recipe remains lies in how to better utilize the power of technology and subsequently offer matchless services and products. What has long been the backbone of Tagtoo’s core competency lies in years of development of proprietary technology to significantly shorten the entry barrier of adopting the latest advertising technology for advertisers. Tagtoo’s one-stop solution powered by data-driven technology allows advertisers to deliver ads to major advertising networks, such as Facebook and Google, more effectively-- depending on their performance. In addition, the same budget can be used for different advertising channels, which avoid huge hassles for advertisers. The support for Dynamic Product Ads, proven to be effective in driving sales, in different platforms also put us ahead of other industry competitors. Our self-built e-commerce database possesses 6 billion USD transaction data enables new advertisers to discover audiences with a similar purchase intent. Actually, there is a huge gap in terms of digital advertising in Southeast Asia. Most small and medium enterprises (SMEs) are only beginning their online presence and have limited understanding of digital advertising. Thus, Tagtoo’s innovative and leading solution helped to solve these difficulties for SMEs. We helped them enjoy and harness the unprecedented convenience brought by digital advertising. To wrap up, the recognition of this award means we, Tagtoo, are on the right path to success. We appreciate all the difficulties and the obstacles we have encountered and know there are only more ahead. However, they only made us stronger and lead us to where we are now. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 新聞稿｜台灣新創勇闖新南向 Tagtoo獲頒印尼最佳品牌獎 URL: https://www.tagtoo.com/blog/Tagtoo | Date: 2018-11-01 Summary: 【台北訊】成效型行銷廣告商塔圖科技（以下稱Tagtoo）今（1）日宣布榮獲亞洲知名行銷社群 CMO Asia 評選為2018年印尼最佳品牌獎，獎項已於第二十七屆 World Brand Congress 活動中授與。 Tagtoo 深耕東南亞，為台灣唯一入選的數位廣告商 【台北訊】成效型行銷廣告商塔圖科技（以下稱Tagtoo）今（1）日宣布榮獲亞洲知名行銷社群 CMO Asia 評選為2018年印尼最佳品牌獎，獎項已於第二十七屆 World Brand Congress 活動中授與。 成立於2010年的 CMO Asia 為全球唯一致力於高階經理人知識與領導力交流的社群，擁有超過12,500會員，並掌握5,000億美元的年度行銷與營運總預算。 該獎項獲選者乃由亞洲區任職的營運長（COO）、行銷長（CMO）與行銷營運高層主管所組成的評選委員會所票選出來，Tagtoo藉由領先業界的「自動化廣告投放技術」與「成效保證的電商解決方案」脫穎而出，成為入選者中唯一的數位廣告投放商。 其他獲獎公司包括：歐珀移動（OPPO）、肯德基（KFC）、星展銀行（DBS）等知名企業。台灣的女性影音平台 C Channel 也同樣獲得殊榮，總計僅兩家台灣企業上榜。 觀察到東南亞數位廣告趨勢以及龐大的電子商務潛力，Tagtoo 於2015年起深耕於東南亞各國，積極參與並贊助各地大小活動，如亞洲唯二最大科技論壇 Tech in Asia 和 Echelon，與 Google 和 Facebook 舉辦多場數位廣告講座，並提供一對一數位行銷諮詢服務，快速在東南亞電商圈中佔有一席之地，目前於馬來西亞與印尼皆設有辦公室。 Tagtoo 的成效型解決方案提供廣告主全自動化的「動態多物件廣告」投放經驗，一站式技術支援大幅度降低中小型企業的使用門檻，第三方數據追蹤（如，Google Analytics）作為成效認定讓廣告主更有保障。 然而，適用於台灣的經驗未必能夠成功複製在東南亞上，以印尼為例，當地數位廣告由於網路基礎建設尚未全面更新，多數廣告主仍然停留在SEO與SEM需求階段，並發展出以Instagram為主的社群電商，相較於台灣穩定成熟的電子商務市場，需要更多客製化的基礎服務支援與合作模式調整，方可融入當地市場。 Tagtoo 執行長暨創辦人楊長峰指出：「在東南亞，唯有落地才能察覺當地的商業生態，才能更進一步提供更好的服務。這一次能夠獲得獎項的肯定，代表 Tagtoo 正走在正確的道路上，我們會持續努力。」 —結束— 關於 Tagtoo 創立於2011年，Tagtoo 是專精於成效型行銷的電子商務解決方案平台，擁有亞洲最大的電子商務資料庫，提供全方位的廣告技術支援，獲選為Google與Facebook的指定合作夥伴。 ## Raih Indonesia Best Brand Awards 2018, Tagtoo Siap Matangkan Perikanan Digital Indonesia URL: https://www.tagtoo.com/id/blog/Raih-Indonesia-Best-Brand-Awards-2018-Tagtoo-Siap-Matangkan-Perikanan-Digital-Indonesia | Date: 2018-11-01 Summary: Jakarta – Setelah masuk dalam nominasi brand terbaik pada sebuah perhelatan World Brand Congress yang ke-27, Tagtoo, sebuah agensi periklanan digital asal Taiwan, membawa pulang gelar Indonesia Best Brand Awards 2018 dalam acara yang diadakan pada Sheraton Grand Jakarta pada tanggal 24 Oktober lalu. Jakarta – Setelah masuk dalam nominasi brand terbaik pada sebuah perhelatan World Brand Congress yang ke-27, Tagtoo, sebuah agensi periklanan digital asal Taiwan, membawa pulang gelar Indonesia Best Brand Awards 2018  dalam acara yang diadakan pada Sheraton GrandJakarta pada tanggal 24 Oktober lalu.   World Brand Congress sendiri merupakan sebuah acara yang dicetuskan oleh sebuah organisasi bernama CMO ASIA. Berdiri sejak tahun 2018, CMO Asia adalah satu-satunya komunitas di dunia yang didedikasikan untuk interaksi dan sosialisasi kepemimpinan antar para manajer dunia di kelas senior. Dengan anggota mencapai 12.500 orang, CMO Asia memiliki anggaran pemasaran dan operasi tahunan sebesar US$500 miliar.   Lolos dari tahap seleksi professional oleh berbagai marketing experts dan manager dari berbagai belahan Asia Pasifik, Tagtoo merupakan yang satu-satunya finalis yang berasal dari industri periklanan digital. Dengan menawarkan solusi pemasaran digital efektif seperti “Dynamic Product Ads” dan “One-stop-solution periklanan E-commerce”, Tagtoo kemudian membawa pulang nominasi Indonesia Best Brand Awards 2018  bersama beberapa brand lokal dari industri lain seperti Oppo, Matahari, KFC, dan Telkom Indonesia.   Sejak menapakkan kaki di Asia Tenggara (khususnya Malaysia dan Indonesia) pada tahun 2015, Tagtoo telah aktif mengikuti berbagai acara yang berkaitan dengan pengembangan industri periklanan digital. Mulai dari dari konferensi Start up terbesar di asia seperti TechInAsia dan Echelon, hingga kolaborasi seminar periklanan digital bersama Google dan Facebook, Tagtoo kini selangkah lebih maju untuk mematangkan periklanan digital di Indonesia.   Melihat adanya senjang pengetahuan mengenai pemasaran digital di Indonesia, Tagtoo berupaya hadir untuk menjadi solusi bagi para pebisnis UKM yang ingin memasuki dunia digital. Selain itu, Tagtoo juga menyediakan servis otomatisasi Dynamic Product Ads yang ampuh bagi para E-commerce disertai analisa data yang efektif dan transparan.    Setelah 8 tahun bertumbuh bersama periklanan digital di negeri Formosa, Tagtoo yakin dapat menduplikasikan keberhasilan ini pada negara-negara lain di Asia Tenggara. Pada pasar Indonesia sendiri misalnya, kebanyakan periklanan digital masih berhenti pada tahap SEO maupun SEM, kemudian pada beberapa tahun terakhir ini melebar ke platform Instagram. Terbatasnya pengetahuan akan periklanan digital membuat para marketers tidak dapat menentukan formasi integrasi marketing digital yang tepat bagi produk mereka.    “Dalam pasar Asia Tenggara sendiri, hanya dengan terjun lansung kita dapat melihat permasalahan dan kendala yang dihadapi marketers, baru setelah itu dapat selangkah lebih maju untuk memberikan solusi yang lebih baik. Dengan penghargaan dari CMO Asia kali ini, Tagtoo yakin telah berada di jalan yang tepat, kami akan terus berjuang kedepannya.” Ujar CEO sekaligus pendiri dari Tagtoo. —Selesai— Tentang Tagtoo,   Tagtoo, didirikan pada tahun 2010, merupakan sebuah performance marketing agency terkemuka asal Taiwan yang kini juga hadir untuk menyalurkan solusi pemasaran digital di Indonesia dan Malaysia. Dengan strategi berbasis data dan teknologi periklanan terkemuka, kami membantu klien kami melakukan pemasaran melalui Facebook, Google Ads, dan portal periklanan lainnya. ## Tagtoo won Indonesia Best Brand Awards 2018 in World Brand Congress URL: https://www.tagtoo.com/en/blog/Tagtoo-won-Indonesia-Best-Brand-Awards-2018-in-World-Brand-Congress | Date: 2018-11-01 Summary: Tagtoo, a Taiwan-based performance marketing platform, was granted Indonesia Best Brand Awards 2018 by CMO Asia, a prestigious marketing community in Asia, at 27th World Brand Congress in Jakarta Indonesia. ***Tagtoo is the only digital advertising agency receiving the award.*** ***\-- Tagtoo*** Tagtoo, a Taiwan-based performance marketing platform, was granted Indonesia Best Brand Awards 2018 by CMO Asia, a prestigious marketing community in Asia, at 27th World Brand Congress in Jakarta Indonesia. Founded in 2010, CMO Asia is the only global marketing network specifically dedicated to high-level knowledge exchange and thought leadership. The CMO Asia’s 12,500+ members control more than $500 billion in aggregated annual marketing expenditures and operation budget. The awards recipients are nominated and voted by an international committee that consists of COOs, CMOs and senior executives from different fields in Asia. Tagtoo is the only digital advertising agency among the award recipients. The leading advertising technology of full automation and performance-based total solution for e-commerce made Tagtoo stand out from other competitors and won the committee’s endorsement. Other award winners included OPPO Indonesia, KFC Indonesia, DBS, and etc, most of them being famous and giant corporates. Taiwan-based woman video platform C Channel was granted the award as well. Overall, only two Taiwanese companies were selected. Noticed the growing trend of digital advertising and the huge potential of e-commerce in Southeast Asia, Tagtoo has branched out to this region, attended and sponsored tech conferences, such as Echelon and Tech in Asia, and organized several intense workshops targeting local entrepreneurs with Google and Facebook since 2015. Until now, Tagtoo has set up offices in Kuala Lumpur Malaysia and Jakarta Indonesia. Tagtoo’s one-stop solutions for e-commerce significantly shorten the entry barrier of adopting the latest advertising technology for advertisers, especially for small and medium enterprises. Performance-based pricing plan and the use of third-party tracking tool, such as Google Analytics, can further protect advertiser’s benefit and interest. The winning formula in Taiwan, however, is not necessarily viable in other regions. Southeast Asia advertisers need more customized technology support and corporation model, according to Tagtoo’s operation experience. Take Indonesia for example. Indonesia’s digital advertising remains at a nascent stage. Most of the digital infrastructure is not fully updated. The need for SEO and SEM support is in great demand. Furthermore, the development of Instagram-based social commerce makes it more challenging to track customer’s online behavior. In the light of this, Tagtoo initiated partnerships with several local communities to create synergy, hired local talents with a global mindset to devise workable strategies, and, more importantly, dived into each market to have a comprehensive understanding of client’s pain point. **“In Southeast Asia, only when you get grounded can you identify the nuance of the local business landscape and provide better service and products,”** shared Teddy Yang, Founder and CEO of Tagtoo. **“The recognition of this award means we, Tagtoo, are on the right path to success. We will keep going.”** —End— **About Tagtoo** Tagtoo specialized in managing Facebook, Google Ad with data-driven strategies and proprietary technology. Very recently, Tagtoo was selected as the Top 3 Google agencies in Hong Kong/Taiwan market among hundreds of competitors. Currently, over 80% of e-commerce has adopted Tagtoo’s solutions to drive sales in Taiwan. ## 5 Alarming facts about Indonesia startup ecosystem URL: https://www.tagtoo.com/en/blog/5-Alarming-facts-about-Indonesia-startup-ecosystem | Date: 2018-10-23 Summary: Indonesia is an exciting market. The demographic composition has great economic potential. The large and young population as well as the growing consuming power of the middle class make this archipelagic state a perfect market to enter and start their startup adventure. ***Statistics and reality are totally different matters.*** ***—Tagtoo*** Indonesia is an exciting market. [The demographic composition has great economic potential.](https://www.indonesia-investments.com/culture/population/item67?fbclid=IwAR0YXAKU1HNOTL-5GGAfIarrIqd7CU-Bn3pul11Qii8HJhPkyThE7aELAjE) The large and young population as well as the growing consuming power of the middle class make this archipelagic state a perfect market to enter and start their startup adventure. Ideal and desirable as it sounds, that is not entirely correct. Statistics and reality are totally different matters. We, thereby, would like to share some hidden truth behind the statistics and, hopefully, help more entrepreneurs understand the real Indonesia startup scene. **1\. Foreign investors are hesitant to invest** Given the huge market potential and increasing spending power, it’s undeniable that Indonesia is one of the final gold rush sites that catch tons of international investors’ attention. Fresh capital is instilled to the startup arena and awaiting potential investment targets. Surprisingly, the lucrative opportunity in Indonesia is not as ideal as widely imagined. [Indonesia disappoints foreign investors with ever-changing business regulations](https://www.reuters.com/article/indonesia-economy-regulations/indonesias-haphazard-rules-keep-foreign-investors-away-investment-chief-idUSL4N1PS35H?fbclid=IwAR1LfnqYDqY68NqY15LSmm_V8qrlhUVhFtxIgtc4Eqbw7IMBRi7wS2TxFI8) and ongoing instability of labor. Despite possessing many amazing budding startups, [the extensive uncertainty makes foreign investors becoming indecisive and hesitant.](https://www.indonesia-investments.com/news/todays-headlines/indonesia-among-least-attractive-markets-for-startup-venture-capital/item8677?fbclid=IwAR3rGWtfZtuGkIYrAzdLghPpGr1iMjSPCZlbOYLSFiQZKJZS-fSg8dVTIn8) Worse still, [Chinese investors have marched to Indonesia much earlier and come with a higher magnitude of capital than other foreign investors](https://www.consultancy.asia/news/181/indonesian-startup-scene-draws-over-3-billion-in-venture-capital?fbclid=IwAR2mzrYcKc7ptazBVq6EKg5E6XegIz5TwiCQuHeBWO6gRHOdsv36yfC5uR0). They have infiltrated massively and hold a strong control over the Indonesia startup ecosystem, leveraging their influence on the entire nation to favor Chinese companies. Undoubtedly, the ever greater risks originated from the Indonesia government and Chinese capital pose a huge threat to foreign investors. **2\. Lack of talents becoming a serious issue** While the entire startup ecosystem in Indonesia is experiencing the fast-growing period with foreign capital continuously coming to this region, [looking for the right talent, especially with engineering background and sophisticated marketing professional,](https://www.nytimes.com/2016/12/18/world/asia/indonesias-dire-need-for-engineers-is-going-unmet.html?fbclid=IwAR0x0oswV5DnKt-bg8jsROzF4vptZfzm_6aAL2TpIH6C7PJpFk0GSvzSKGw) becomes the harsh difficulties to handle. Noticing this issue beforehand, [local unicorns and big corporates have deployed their network and capitals to start recruitment](https://www.techinasia.com/indonesia-wont-see-new-unicorns-investors?fbclid=IwAR3xgJu-BIKFEK1VtkxHXYidyKtqgZv92pcJFe0h3KBOix4KMXeC10dR4aM) in response to today’s situation, which makes it harder for budding startups without strong capital backup to compete with. Consequently, startups that can’t offer equivalent perks as decent as big companies might be unable to survive in the increasingly competitive market. This issue, inarguably, poses a huge threat to the coming future of those budding startups in Indonesia. **“Hiring the right and satisfactory talent is way harder than you think,”** said Edison Chen, business development manager of Tagtoo. **“Something just can't be obtained as you wish. it may take several months to find the right one, based on our experience in Indonesia.”** **3\. Blockchain technology remains the buzzword** Blockchain is one of the emerging and promising technology that is expected to bring a revolutionary impact on the entire startup ecosystem. [Many Indonesian teams have been working on discovering potential utilization in different fields since the beginning.](https://www.forbes.com/sites/chynes/2018/04/20/four-industries-poised-for-blockchain-disruption-in-indonesia/?fbclid=IwAR2c8KWlo8ON65LVpEVcGqjPKkRK91EZR4cdAyX3tk3Lh4v2-kZa8krdsRg&sh=6ca158d878c4) While the topic of Blockchain is getting ever popular and there are several associated communities constantly advocating, nearly all of the solutions on a variety of issues haven’t got tractions in the market or doesn’t have problem-solution fit. Blockchain becomes the buzzword that everybody talks about to attract investor’s and public attention, exactly like artificial intelligence awhile back. With that said, it wouldn’t be fair if we blame the stagnation of blockchain utilization in Indonesia on startup teams. [This issue has a lot to do with the blockchain infrastructure and user base.](https://www.computradetech.com/blog/5-challenges-of-adopting-blockchain-technology/?fbclid=IwAR17LFMqKOVh6bQ9lqIT7Oz27elurWRqorBnWcz6j6FC-v9RwrAiI_il8D8) Indonesia and this blockchain-based startup just haven’t had reached the critical mass point where their product can function properly and ideally. **4\. Indonesian startups are competing in the Red Ocean** Indonesia startup ecosystem is becoming increasingly vibrant and diversified. It’s exciting to see more Indonesian enthusiast and entrepreneurs joining the harsh journey with determination. Nevertheless, Indonesian entrepreneurs aren’t the only one striving to dominate the huge market. [Foreign startups coming from around the worlds, such as Singapore and Korea](https://www.techinasia.com/international-startups-tiajakarta2018?fbclid=IwAR1SqoosPIOX5-igbmXj3QH83Tc0j8n7cMj-52UaIV1qH792bnUuG77YudU), are swiftly mushrooming up and leading the startup ecosystem with their successful experience in other countries. The topic these foreign startups present include [native advertising networks that provide better user experience](https://dable.io/en/?fbclid=IwAR3_K8SHo6XTQBTHcZgrS8QyDF0jwVwRlyyq1_FioI7dQ6djjLpMzGKWQHo), [integrated platform that allows clients to track offline behavior,](https://www.owox.com/?fbclid=IwAR1v4e0iiSuSnmsznEHLY772QyWxzJ8vblyMOF4RM_ZQEz33eoM2dU8x_dM) and other creative innovation that is possibly able to disrupt the startup scene. Indonesian startups, on the other hand, seem to be staying at the early stage where most startup founders competed with one another on the same common topic and tried to build up a two- or multi-side platform, which the pioneer advantage has disappeared long before. **5\. E-commerce development is lagging behind** E-commerce growth in Indonesia shows no sign of stop. [Revenue is expected to perform an annual growth rate (CAGR 2018-2022) of 13.0% and user penetration is expected to hit from 40.0% in 2018 to 48.3% by 2022](https://www.statista.com/outlook/243/120/ecommerce/indonesia?fbclid=IwAR0CwTJW-vf9gOXII1zyVRHFB8NGnIb0BC0042365dDqCkL6bILeQ1b8Ku4), according to Statista. In spite of the amazing forecast of growth, it’s widely believed online marketplace, such as Tokepedia and Bukalapa, account for the majority of the figure. [Indonesian e-commerce will remain the battlefield for the big names only](https://ecommerceiq.asia/indonesia-ecommerce-landscape-2017/?fbclid=IwAR3-V3zSpFIyexR50qZUpfZc-AixP-GZptv7X0Q0261zxqMV3efM05IX1C0) and leave no rooms for vertical e-commerce in the following years. Launching shops on online marketplaces is a good start but never a wise decision for the long m term goal. The inherent disadvantages of price competition, data collection, and scalability would significantly crash entrepreneur’s business badly at some points. Most entrepreneurs, instead of allocating resources to build up their own vertical e-commerce and eying on the future, continue paying all the attention to online marketplaces, which barely creates desirable margin and develops longstanding brand loyalty. Indonesia, undoubtedly, is no longer where people perceive as an underdeveloped region. In the startup ecosystem, however, there is still a long way to go. The aforementioned hurdles is what you can not easily find out based on the statistics of reports. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Press Release| Performance marketing agency Tagtoo launch AdChief in Indonesia URL: https://www.tagtoo.com/en/blog/Press-Release-Performance-marketing-agency-Tagtoo-launch-AdChief-in-Indonesia | Date: 2018-10-19 Summary: Jakarta, Indonesia: On 23 October, Tagtoo will be launching AdChief, a total solution platform for dynamic product ads in major advertising networks, such as Yahoo, Google, and Facebook, at Tech in Asia Jakarta 2018. ***AdChief aims to significantly shorten the entry barrier of adopting dynamic product ads and transform the way how conventional digital advertising works.*** ***\-- Tagtoo*** **Jakarta, Indonesia:** On 23 October, Tagtoo will be launching AdChief, a total solution platform for dynamic product ads in major advertising networks, such as Yahoo, Google, and Facebook, at Tech in Asia Jakarta 2018. This powerful platform allows advertisers, e-commerce, in particular, to create hundreds of thousands vibrant and beautiful banners of different formats in 5 minutes without the need of objects upload. Most importantly, advertisers can allocate their original budget and deliver ads to different advertising networks all in AdChief. “Most Indonesian e-commerce are underserved in terms of digital marketing planning. Many can’t afford one-stop service, either,” said Mick Lu, head of Indonesia, Tagtoo. “The reason behind AdChief is exactly to help more entrepreneurs embrace the power of dynamic product ads at lower cost by integrating all the functions into a single platform. There’s no need to turn to agencies anymore.” Dynamic products ads is able to strikingly improve digital ads campaign performance. According to Tagtoo self-built database, which accumulates 6 billion USD transaction data, clients adopting dynamic product ads see 35% decrease in ads cost and 45% increase in conversion counts, as compared to traditional static banners on average. Moreover, dynamic product ads helps get 30% higher return on ad spend (ROAS) overall. **AdChief’s main features** - No service charge. Only pay how much the ads costs. - Automatically update ads information from websites, including products that are sold out - Compare campaigns performances from different advertising networks in the same platform - Apply dynamic product ads without respectively embedding Facebook and Google code on websites - Create customized templates for the different target audience and apply to hundreds of thousands of products instantly **About the company** Tagtoo, founded in 2011, is a performance marketing company that's based in Taiwan and has offices in Malaysia and Indonesia. We specialize in managing Facebook, Google Ad with data-driven strategies and proprietary technology. Tagtoo is selected as the Top 3 Google agencies in Hong Kong/Taiwan market among hundreds of competitors. Currently, over 80% of e-commerce has adopted Tagtoo’s solutions to drive sales in Taiwan. **More information** Tagtoo: [https://www.tagtoo.com.tw/index\_en.html](https://www.tagtoo.com.tw/index_en.html) AdChief: [https://www.adchief.com/](https://www.adchief.com/) Case Study: [http://bit.ly/AdChief\_CaseStudy](http://bit.ly/AdChief_CaseStudy) ## Tagtoo’s secret recipe and product launch for Indonesian e-commerce at e2eCommerce 2018 URL: https://www.tagtoo.com/en/blog/Tagtoo-s-secret-recipe-and-product-launch-for-Indonesian-e-commerce-at-e2eCommerce-2018 | Date: 2018-10-04 Summary: On October 17 2018, Tagtoo will be launching Tagtoo Dynamic Product Ads Platform, presenting the hands-on experience of 8 years on digital advertising, and debunking the popular myths on choosing online marketplaces exclusively with e2eCommerce participants. ***Tagtoo will be attending e2eCommerce 2018 to share tips on how to spend ad budget wisely. Come to join us and let’s conquer Indonesia e-commerce.*** ***\-- Tagtoo*** On October 17 2018, Tagtoo will be launching **Tagtoo Dynamic Product Ads Platform**, presenting the hands-on experience of 8 years on digital advertising, and debunking the popular myths on choosing online marketplaces exclusively with e2eCommerce participants. Tagtoo Dynamic Product Ads Platform, also known as Tagtoo DPA platform, is the total solution of digital advertising for e-commerce to spend budget more wisely. The proprietary technology allows advertisers to automatically make beautiful and amazing dynamic banners on all major media platforms in just 10 minutes, as compared to 3-5 days in most cases. **“In the e-commerce scene, it’s either make it or break it, which is especially true in Indonesia. Only when entrepreneurs have a comprehensive understanding and practical approaches can entrepreneurs become the remaining winner in the battlefield,”** shared Mick Lu, Head of Indonesia, Tagtoo, who will deliver a keynote speech and share more secret recipes for e-commerce growth. **“Making the right judgement call with right technology is the key. You need to be smart and fast to catch up the world trend. Thereby, we are humble and honored to introduce Tagtoo DPA Platform to Indonesia,”** Mick Lu continued. Below are the key points and common dilemmas for e-commerce entrepreneurs that Mick Lu will go through on stage. In addition, he will offer more detailed explanations with corresponding answers to each scenario. **Disclose Indonesian digital marketing status** There’s a huge gap in terms of digital marketing knowledge in Indonesia. Top and big internet businesses have built relatively competitive digital advertising teams and are well-equipped with the latest digital marketing skills while small and medium enterprises (SMEs) just start their online presence and have the limited understanding of digital advertising. Consequently, entrepreneurs of SMEs who just start their first few advertising campaigns tend to have a misunderstanding about digital marketing. They expect substantial results and significant changes in their business immediately, which is unrealistic in practices. Moreover, most of the advertising agencies in Indonesia offer a wide variety of, but superficial, solutions, meaning business can enjoy delivering ads on all existing channels but the package offered actually favors agencies and is not flexibly customizable. For example, advertising performance is unstable and often is not guaranteed. Not transparent advertising reports, i.e. Google Analytics, provided is commonly encountered as well. Most importantly, high entry barrier of using Dynamic Product Ads (DPA), an ad format that’s proven efficient to drive online sales, and incomplete support from agencies make it even harder for advertisers, especially SMEs, to embrace the real power of digital advertising. **Choose between Facebook and Instagram** Indonesian younger generations increasingly find Facebook old-fashioned and, therefore, shift to Instagram nowadays. Entrepreneurs and marketers, consequently, tend to hold a negative perspective toward Facebook Ads and think allocating more budget to Instagram is the best cost-effective approach. While this concept seems true, little do most understand is that [Facebook continues being the most popular social site](https://www.statista.com/statistics/279776/preferred-netizen-social-media-in-indonesia-by-age/?fbclid=IwAR1oBTZ8SjqhZiGM2ExxRSiUXcjkgoE2ARAZ9YwCOlNJkBzHe53H_FGXwv0) and has proven to be the best channel, according to Tagtoo’s self-built database, to bring quality traffic from new visitors and drive transactions. According to Statista, a prestigious statistics portal, [Facebook was ranked as the second leading social network with 41% penetration rate](https://www.statista.com/statistics/284437/indonesia-social-network-penetration/?fbclid=IwAR3-C-DKjBgr2dsKwismqTBPqc-0KKHo8Owh0munbeQOFYuR3X3a1vnpmXk) as compared to Instagram, which was the fourth, in the the social network penetration in Indonesia in 3rd quarter 2017. Given the characteristic of Instagram, entrepreneurs should use this picture-based social platform to engage with potential customers and adopt Facebook as a supplement to drive additional online sales and acquire more transactions. Both channels, Facebook and Instagram, are equally beneficial to marketing campaigns. Each platform has its irreplaceable role in boosting sales. Under no circumstance should entrepreneurs focus on a single platform only. **Debunk popular myths on marketplaces** As a merchant, choosing online marketplaces as the first stop to sell products is an intuitive decision. The easy-to-use and well-organized functions, such as payment systems and logistics delivery, make online marketplaces appealing and irresistible to most entrepreneurs. While online marketplaces seem to be providing tremendous convenience and [possessing a huge customer base](https://ecommerceiq.asia/indonesia-b2c-traffic-2017/?fbclid=IwAR1sedcWjoQpAEKoSRjS88Kqz1K87oqVdeg6vSROGxXcKJbhtFXGlyzYH9c), little do many figure out is that starting at online marketplaces is not an one-size-fit-all approach. They might not be the best place to start if entrepreneurs’ long terms goal is to grow big. Generally, entrepreneurs will be faced with 3 difficulties: price competition, data collection, scalability, which is seldom mentioned and is a critical issue for business development in the long run. Take price competition for example. Online marketplaces rely on product categorization to help potential customers quickly discover what they are looking for. This mechanism, however, makes seller’s products experience price comparison with similar substitutes in every item search. This fierce battle in online marketplace never shows a sign of stop as more Chinese manufacturers jumping into, which is widely observed in Indonesia. It is almost impossible to compete with China-manufactured products in terms of price. Their huge scale of productivity can easily beat any micro or small sellers down with lower price but the same, perhaps better, quality. **“launching online shops on marketplaces is suited to beginners or for testing purpose prior to soft launch. When it comes to running a sustainable business, online marketplaces shouldn’t be your priority,”** stressed Mick Lu. **Tagtoo’s next move** Tagtoo strongly believes Indonesia e-commerce should be served with better services and products. SMEs, most are underserved in term of marketing planning and digital advertising, should likewise have the equal right to experience the unprecedented convenience brought by digital advertising. [In collaboration with Cocowork](https://www.beritasatu.com/ekonomi/488734/pasar-jenuh-startup-taiwan-incar-indonesia) and UnionSPACE, two of the leading co-working space provider in Indonesia, [Tagtoo has helped over 100 startups and 500+ Indonesian entrepreneurs](https://www.beritasatu.com/ekonomi/502085/kebanyakan-umkm-di-indonesia-belum-menguasai-pemasaran-digital) embrace the real power of digital marketing by launching intense training workshops and hosting e-commerce seminar with Google and Facebook speakers. From the general introduction of digital marketing to the advanced methodology of driving transactions, Tagtoo will continue presenting Indonesian entrepreneurs community with the top-notch digital marketing knowledge and, hopefully, significantly shortening the gap of the business landscape in Indonesia. Tagtoo’s mission is to empower entrepreneurs with the right tools, such as Tagtoo DPA platform, and correct knowledge to build a sustainable e-commerce business and grow their companies. Everything we do, whether online free consultation on digital marketing to offline training workshop and seminar, goes back to our core. **This mission is our boss, and on account of this, we are committed to helping more aspirational entrepreneurs to change the Indonesian e-commerce scene.** —End— **For media enquires and interview requests, please contact** Edison Chen | Business Development Manager | Tagtoo Email: [guanwei1210@tagtoo.org](guanwei1210@tagtoo.org) **About Tagtoo** Tagtoo, founded in 2011, is a performance marketing company that's based in Taiwan and has offices in Malaysia and Indonesia. We specialize in managing Facebook, Google AdWords and other portals for clients with data-driven strategies and proprietary technology. ## 3 reasons why entrepreneurs should quit marketplaces URL: https://www.tagtoo.com/en/blog/3-reasons-why-entrepreneurs-should-quit-marketplaces | Date: 2018-09-23 Summary: As a merchant, choosing marketplaces as your first stop to sell products is an intuitive decision. The easy-to-use and well-organized functions, such as payment systems and logistics delivery, make marketplaces appealing and irresistible to most entrepreneurs. ***Running business on e-commerce websites or marketplaces? If your answer is the latter, let’s debunk the myths.*** ***— Tagtoo*** As a merchant, choosing marketplaces as your first stop to sell products is an intuitive decision. The easy-to-use and well-organized functions, such as payment systems and logistics delivery, make marketplaces appealing and irresistible to most entrepreneurs. While marketplaces seem to be providing tremendous convenience and possessing [a huge customer base](https://www.similarweb.com/website/tokopedia.com?fbclid=IwAR2Icn-dmBOlXGw-AQaBWPwxlNa9-sRvAFSLMZ-Rh4HFZb85PFvFypHAu_w), little do many figure out is that starting at marketplaces is not an one-size-fit-all approach. They might not be the best place to start depending on your long terms goal. [Many talked about the advantages of choosing marketplaces](https://www.elancreativeco.com/selling-in-an-online-marketplace/). We, thereby, decided to disclose critical and serious issues that entrepreneurs may not beware of and why you should avoid adopting marketplaces, if possible. **Price competition** What makes marketplaces stand out from e-commerce websites can make your online business collapse instantly. A customer-friendly interface may not be friendly to sellers. General marketplaces rely on product categorization to help potential customers quickly discover what they are looking for. This mechanism, however, makes seller’s products experience price comparison with similar substitutes in every item search. Unless the products you are selling are one of the kind and remain unique in marketplaces, listing products on marketplaces indisputably brings you into a fiercer battlefield of price war, which is inevitable in most cases and make the product margin ever lower. Worse still, the battlefield never shows a sign of stop as more Chinese manufacturers jumping into. It is almost impossible to compete with China-manufactured products in terms of price. Their huge scale of productivity can easily beat any micro or small sellers down with lower price but the same, perhaps better, quality. **“Chinese factory is a nightmarish competitor. it is never a fair competition,”** stressed Edison Chen, who is experienced in analyzing e-commerce development in depth and now working as Tagtoo business development manager. Think twice about the features of your products and avoid direct conflict with any of them especially if your products are not amazingly outstanding. **Data collection** The importance of utilizing data for company growth is widely recognized. With that said, adopting marketplaces may force you to yield the ownership of user data and give up the right to discover more customer insight. It happens in most general marketplaces. As opposed to e-commerce websites, limited amount of data regarding user behaviors on individual online shops is publicly available to sellers. Common reporting metrics, such as bounce rate and average page duration, on Google Analytics and other digital tracking tools are not provided in most general marketplaces, which makes entrepreneurs easily get lost on the track of company growth and make a wrong judgment call. Furthermore, sellers can not help but evaluate the online shop’s development based on transaction counts and other irrelevant data that don’t reflect the current circumstance and overall market status. The consequence of this concerning issue would become increasingly enormous and significant as the business possesses more and more customer base. The problem of lacking data undoubtedly would make sellers blind and never be able to identify real problems, if there’s any. **Scalability** [launching online shops on marketplaces is suited to beginners or for testing purpose prior to soft launch](https://www.businessinsider.com), where scalability is not a pressing issue. If there is a bigger vision toward your online shop deep down, however, online marketplace is not where you should settle down. In fact, there exists the invisible ceiling that is almost impossible to overcome, when sellers try to expand, due to the the aforementioned two. The price competition deters sellers from earning enough margin to extend existing product lines and the data collection prevents them from gathering enough and significant user insight to come up with corresponding strategies. The combination of the two factors becomes the major restriction from moving forward and scaling up. In spite of experiencing rapid growth at the beginning, most newly-launched online shops of marketplaces would find the trajectory of growth rate slumps in an ever faster speed as the company size become bigger, according to Tagtoo’s years of observation on Southeast Asia e-commerce. “This is an undeniable and inherent flaw of marketplaces.” Edison Chen pointed out in the interview. “The stagnant stage is what every online shop would encounter, which outlines reasons why most successful players on marketplaces chose to pivot to running their own e-commerce websites.” Life 8, a leading leather shoes e-commerce in Taiwan, for example, is exactly the brilliant case of shifting from online marketplaces to e-commerce website. [They saw the coming of the bottleneck and swiftly jumped out.](https://www.bnext.com.tw/article/45583/jsstore?fbclid=IwAR2XkqU3pEzqrmtsE43CLm9axyG1Fcz5WrfJMvNTgXMUDUyhuAwIupsfmxI) Actually, [this phenomenon of shifting to e-commerce website](https://smallbusiness.co.uk/selling-through-your-own-website-2545419/?fbclid=IwAR1OMFY2YRMYp7VyxycUWUtphgsyssK-TWrhandt-kSEB_0oJsidXmIV_yw) is decidedly observed in many countries, the US, the UK, Japan, for example, where e-commerce development is mature. History undoubtedly will be repeating itself again. This time in Indonesia. Growth rate is one of the key indicators of a business’ potential in the long run. The limited scalability underlying marketplaces, nevertheless, is what entrepreneurs are seldom conscious of in the early stage of launching and may incur undesirable dilemma of whether to stay or leave later on. **Conclusion** Marketplaces and e-commerce websites both respectively have pros and cons. Under no circumstance should sellers embrace marketplaces because of the glowing testimonials among other online sellers. Not to mention the consistent endorsements is unverifiable and suspicious. Starting e-commerce websites may be harder than launching online shops on marketplaces. You should hold a strong belief that the time and effort invested will become the bumper harvest in the long run and the best decision you have ever made. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Tagtoo initiating Facebook Ads workshop with UnionSPACE for Indonesian entrepreneurs URL: https://www.tagtoo.com/en/blog/Tagtoo-initiating-Facebook-Ads-workshop-with-UnionSPACE-for-Indonesian-entrepreneurs | Date: 2018-09-14 Summary: Following the previous Google Analytics workshop, Tagtoo collaborated with UnionSPACE and IDEC in September to present Tagtoo’s secret recipe for Facebook Ads and host an intense workshop for startups community and company representatives. ***Tagtoo continues working with UnionSPACE to present one more workshop and help more Indonesian entrepreneurs embrace the real power of digital marketing.*** ***\-- Tagtoo*** Following the previous Google Analytics workshop, Tagtoo collaborated with UnionSPACE and IDEC in September to present Tagtoo’s secret recipe for Facebook Ads and host an intense workshop for startups community and company representatives. The Facebook Ads workshop, entitled “From zero to advanced on Facebook and Instagram Ads”, was held in Satrio Tower, South Jakarta, a newly launched UnionSPACE community, where several companies, such as Fintech Indonesia, Pawoon, and DBS Digibank, have set their foot and stationed. “Tagtoo is a very amazing and reliable partner. We are more than excited to see Tagtoo bringing another awesome digital advertising workshop to our entrepreneur community,” shared Albert Got, co-founder of UnionSpace. Hosted by Edison Chen, Tagtoo business development manager and formerly ads optimization specialist, the workshop aimed at providing Indonesian entrepreneurs and small and medium enterprises with the correct advertising knowledge. “We’re extremely thrilled to see many marketing enthusiasts coming to this workshop,” said Edison Chen while receiving the interview. “This undeniably represent Indonesian’s growing appetite for the power of digital marketing.” Not limited to e-commerce only, there are over 40 companies and startups from different industries coming to join the event, including fintech companies, media platforms, integrated marketing providers, and etc. Moreover, several University of Indonesia students signed up for the workshop to prepare themselves for the coming entrepreneurial journey. “Tagtoo’s training is intense but very helpful. It changes the way I think about digital advertising,” said one of the participants who works in the property management industry and is about to expand their business lines but requests for anonymity. “Edison’s explanation is very clear and does solve several questions I have for so long.” The workshop covered the basic concept of Facebook Ads and advanced methodologies of Facebook Pixel with several cherrypicked case studies, guiding first-time advertisers to start first ad campaigns and advanced marketers to optimize in the right direction. For example, Facebook advertisers should separate ad campaigns based on different advertising platforms due to the fact that each platform posses divergent user behaviors. The bidding for ad delivery varies with user characteristics. Meanwhile, this workshop focused on the difference between Google Analytics, a commonly used tracking tool in the internet scene. Edison Chen’s personal hands-on experience on campaign optimization was also shared publicly. According to Edison Chen, the statistics on Facebook reporting is overestimated in most cases. Google analytics report, on the other hand, is often underestimated. Relying on any single report doesn’t give advertisers a clear picture of campaign performance. Before wrapping up the workshop, Edison Chen shared 6 precious tips that he wished he learned earlier on Facebook Ads — patience, efficiency, agility, focus, background, and perseverance. He indicated the aforementioned could significantly avoid unnecessary twists and turns in the learning journey for Facebook Ads beginners. “Mastering Facebook Ads is a long journey. It takes countless trials and errors to have a decent performance campaign. We should be perseverant and make it to the end,” Edison Chen stressed. “That’s the pricey lesson I learned. I wish you all could never forget this.” ## 3 tips to help entrepreneurs spend ads budget more wisely URL: https://www.tagtoo.com/en/blog/3-tips-to-help-entrepreneurs-spend-ads-budget-more-wisely | Date: 2018-08-24 Summary: Entrepreneurs who just start their first few advertising campaigns oftentimes have a misunderstanding about digital marketing —expect substantial results and significant changes in their business immediately. ***The power of advertising never fails advertisers unless there’s something wrong in the middle.*** ***\-- Tagtoo*** Entrepreneurs who just start their first few advertising campaigns oftentimes have a misunderstanding about digital marketing —expect substantial results and significant changes in their business immediately. They soon hold a skeptical belief about the power of digital advertising and, worse still, think the advertising spend is an wasting expense when reading the report of advertising campaigns. We, thereby, think it’s imperative to stop this widespread misconception and share our hands-on experience to help entrepreneurs manage advertising campaign and, most importantly, spend their budget wisely. **Understand sales funnel** Sales funnel, first introduced by Elmo Lewis in 1898, provides a perfect explanation for terrible results in advertising campaigns and offer an important clue to follow to make advertising work. To acquire customers, there are, according to Elmo Lewis, four phases to go through — awareness, interest, desire, and action. Each stage has its unique role in driving sales. What mistakes entrepreneurs often make is unintentionally neglect the necessity of the aforementioned four phases to convert potential customers and dogmatically focus on action, the last phase, solely, such as transactions, leads and, installs. There is no way to leap across the phases in the middle to the destination and reap a bumper harvest instantly. Even if it does happen, that is the very extreme case. More precisely, the performance of the first few campaigns is usually not as good as expected. it’s common in practice and something one should experience before making success stories. Entrepreneurs should plan a series of well-connected campaigns that deliver different, but tailored to each phase, messages to carefully convert potential customer and, more importantly, see digital advertising as an investment, rather than an elixir that take effect at once. **Choose the right ads type** Facebook a while ago developed a similar advertising funnel, that has been experimented, with recommended advertising types attached to each stage. This greatly helps better retain potential customers and achieve different stage’s goal. For example, businesses should go for video ads or banner ads if they would like to burgeon brand power. An well-established e-commerce should choose dynamic product ads to drive sales if they have acquired popularity among shoppers. With that said, under no circumstance should a budding internet business directly deliver lead ads if the brand itself hasn’t accumulated enough trust and establish decent reputation. That is a bold move and seldom brings about satisfactory results. **“There are no shortcuts to a successful advertising campaign, nor are there one-size-fits-all approaches to replicate,”** Edison Chen, Business Development Manager of Tagtoo and formerly Ads Optimization Specialist, Indicated. **“Business should think carefully about their objective in an advertising campaign and never go with the flow”** Entrepreneurs should choose the right ads types and set a realistic goal based on businesses’ current situation. Any incorrect judgment would lead to the collapse of advertising campaigns and loss of marketing budget, which can be prevented beforehand. **Test, monitor and optimize** Making correct decisions and choosing the right ads types is not the guarantee of successful advertising campaigns. It’s the start of another chapter that requires tons of A/B tests to find the best target audience and tremendous focus to monitor and optimize. There are, according to our practical experience, three stages of digital advertising every advertiser would encounter — testing, growing, and stable stage — when managing advertising campaigns. Testing stage, usually last for a month, refers to the period of time that looks for the right audience and the performance fluctuates randomly. It’s the most exhausting stage where most entrepreneurs quit and are overwhelmed with the huge investment of time and effort. However, little do people figure out getting through the testing stage signifies the halfway to the success. Everything would go smoothly if entrepreneurs can make it to the end in the testing stage. Likewise, the return on investment may seem intolerable at the beginning. Entrepreneurs should hold a strong belief that the ongoing deficit would eventually come to an end. After all, the power of advertising never fails advertisers unless there’s something wrong in the middle. The rule of thumb in sales funnel does enable us to create more possibility and our years of hands-on experience helps avoid unnecessary twists and turns when launching a new campaign. We sincerely hope entrepreneurs who have a read of this article could understand the dynamics behind digital advertising and spend advertising budget more efficiently. ## Facebook and Instagram are equally beneficial to marketing campaigns, expert indicated URL: https://www.tagtoo.com/en/blog/Facebook-and-Instagram-are-equally-beneficial-to-marketing-campaigns-expert-indicated | Date: 2018-08-09 Summary: From the general introduction of digital marketing to the advanced methodology of driving transactions, Tagtoo invited senior marketing experts and a Facebook speaker to share their hands-on experience on Indonesian user behavior and help conquer Indonesia market. ***While more and more are shifting to Instagram, Facebook remains the most popular social network in Indonesia.*** ***— Tagtoo*** From the general introduction of digital marketing to the advanced methodology of driving transactions, Tagtoo invited senior marketing experts and a Facebook speaker to share their hands-on experience on Indonesian user behavior and help conquer Indonesia market. This comprehensive seminar taken place in late July aimed at offering a complete training in digital marketing for small and medium internet-based business, which either just start their online business or have limited resource to afford digital marketing. Most of them are underserved in term of marketing planning and digital advertising. Several tips and methodologies were introduced within this event, such as burgeoning the brand power for business with limited budgets and adopting full funnel strategy to increase conversion and retention rate. “It is actually my first time to have the close interaction with marketing experts and Facebook speaker. It totally changed the way I think about digital marketing agency, ” said a participant who is running a blockchain-based platform but requested for anonymity. “I’ve attended several seminars in Jakarta but found most of them promotional and sales-oriented. They barely introduce the latest knowledge and technology. ” According to the Facebook’s official statistics, nearly half of Indonesian respondents have a preference for e-commerce platforms they trust and use frequently and will continue coming back if there’s loyalty program provided. More importantly, the survey indicates that Indonesian finds an online business with offline presences more trustable than online-only business. This represents the importance of developing trust among customers and the necessity of building a well-devised customer loyalty program remain the top priority, which is what most Indonesian businesses neglect. Customer relationship management undoubtedly would become the next new battlefield to determine the remaining winners. More precisely, price is no longer the most contributing factor for customers to hit the purchase button. The era of price war might come to an end soon. “Customer is the key. It’s impossible to make a good business without making your customers happy. Everybody knows this issue but nobody actually takes it seriously, ” shared Mick Lu, head of Tagtoo Indonesia, within his presentation. Based on the attendee breakdown, nearly 60% of the participants come from non-ecommerce industries, property management and private school, for example. This number signifies the growing trend among entrepreneurs, in addition to e-commerce merchants, to recognize the huge influence of Facebook on sales and their individual’s brand image. With that said, the younger generation increasingly finds Facebook old-fashioned and shifts to Instagram nowadays in Indonesia. Entrepreneurs and marketers, consequently, tend to hold a negative perspective toward Facebook Ads and think allocating more budget to Instagram is the best cost-effective approach. While this concept seems true, little do most understand is that Facebook continues being the most popular social site and has proven to be the best channel, according to Tagtoo’s self-built database, to bring quality traffic from new visitors and drive transactions. Both channels, Facebook and Instagram, are equally beneficial to marketing campaigns. Each platform has its irreplaceable role in boosting sales. Under no circumstance should one focus on a single platform only. “The relationship of Facebook and Instagram is exactly like siblings. Only when they work together can the stronger synergy be created, ” said JC Chang, Media Director of Tagtoo, with a soft chuckle before closing the digital marketing seminar. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Digital Marketing: Harus Mulai Dari Mana? URL: https://www.tagtoo.com/id/blog/Digital-Marketing-Harus-Mulai-Dari-Mana | Date: 2018-08-06 Summary: Berbicara soal memulai digital marketing, kebanyakan marketers selalu datang dan bertanya kepada kami darimana harus memulai melakukan digital marketing dan dengan cara seperti apa. Banyaknya ragam dalam mengekspresikan dan memasarkan produk melalui media sosial justru membuat banyak marketers kemudian kehilangan arah dalam mengolah konten dan kampanye mereka. Lantas, adakah tips-tips untuk memulai digital marketing dengan efektif? Berbicara soal memulai digital marketing, kebanyakan marketers selalu datang dan bertanya kepada kami darimana harus memulai melakukan digital marketing dan dengan cara seperti apa. Banyaknya ragam dalam mengekspresikan dan memasarkan produk melalui media sosial justru membuat banyak marketers kemudian kehilangan arah dalam mengolah konten dan kampanye mereka. Lantas, adakah tips-tips untuk memulai digital marketing dengan efektif? Berdasarkan marketing funnel atau corong pemasaran, strategi pemasaran dapat diklasifikasikan kedalam beberapa tahap yang berkesinambungan yaitu Brain Awareness, Engagement, Discovery, dan Remarketing. Berikut ini beberapa tips yang dapat kamu aplikasikan kedalam strategi digital marketing sesuai dengan tahap corong pemasaran yang kamu lalui.    Brand Awareness: Tak Kenal Maka Tak Sayang Selamat! Kamu telah siap memasuki level pertama dalam digital marketing. Menurut The Marketing Rules of 7, seorang baru akan terstimulasi untuk membeli sebuah brand asing setelah melihat brand tersebut 6 hingga 7 kali. Oleh karena itu, dalam tahap Brand Awareness kamu dapat terus berusaha menjangkau orang sebanyak mungkin untuk memperkenalkan produk dan brandmu.   Berbicara soal peningkatan brand awareness di dunia digital, hal ini dapat kamu lakukan dengan menggunakan Banner ads atau Video ads. Banner ads merupakan iklan berbentuk poster yang dapat disebarluaskan di media seperti Facebook, Instagram, dsb. Bentuk periklanan seperti ini relatif efisien karena hanya dikenakan biaya apabila seseorang meng-klik banner tersebut (cost per click). Selanjutnya, menurut Facebook sendiri, Video ads merupakan alat yang sangat kuat untuk meningkatkan Brand Awareness di jaman sekarang. Selain dapat ditayangkan di berbagai platform, video juga memiliki kemampuan untuk memikat perhatian para audiens dalam waktu yang singkat.   Engagement: Yuk Mulai PDKT! Setelah para audiens mulai mengenali brand dan produkmu, kini tiba saat nya bagi kamu untuk melakukan interaksi dengan mereka dan membuat mereka terlibat dalam kampanye iklanmu. Hal ini dapat dilakuakan dengan menggabungkan promo dan kegiatan kampanye iklanmu secara bersama-sama. Sebagai contoh jika kamu memiliki Facebook Page, kamu mungkin dapat langsung meluncurkan post ads dengan kegiatan seperti “tag 3 temanmu dalam comment dibawah dan menangkan hadiah menarik berupa produk xxx.”. Dengan cara seperti ini, kampanye iklanmu akan tersebar lebih luas dan dapat mengundang lebih banyak melibatkan masyarakat diluar sana tanpa memerlukan biaya tambahan.    Selain itu, kamu juga dapat mencoba untuk langsung melakukan pendekatan personal dengan mengirimkan EDM (Email Direct Marketing) dimana kamu dapat langsung menawarkan produk pada para pelanggan melalui email.    Discovery: Bantu Mereka Temukan Produkmu Pada Brand Awareness dan Engagement, kita memasarkan iklan pada pelanggan yang sebelumnya tidak mengenal atau tidak membutuhkan produk kita, mereka dapat kita sebut dengan “Passive Audience”. Namun harus selalu diingat bahwa di saat yang bersamaan, mungkin terdapat juga beberapa pelangganmu yang sudah mengenal dan sedang aktif mencari tentang produkmu. Oleh karena itu dalam tahap discovery, kamu dapat membantu para “Active Audience” untuk menemukan produk dan brand kamu. Pada tahap ini dapat dilakukan berbagai macam strategi seperti memperbaiki SEO agar website kamu dapat muncul di halaman pertama dalam mesin pencari, atau menggunakan keyword ads agar iklan kamu dapat muncul saat pelanggan melakukan pencarian akan keyword yang relevan dengan produkmu.   Remarketing: Personalisasi Iklan Pernahkah kamu mengamati munculnya iklan promo liburan setelah kamu mengunjungi situs travel, misalnya Traveloka atau Agoda? Rekomendasi iklan tersebut tentu tidak muncul secara acak. Browsing history kamu menuju situs travel tersebut telah diolah oleh Google untuk memberi sinyal bahwa kamu merupakan salah satu konsumen yang pernah mengunjungi website terkait dan berpotensi untuk melakukan pembelian. Hal ini kemudian memungkinkan kamu untuk melihat iklan-iklan liburan lainnya dari situs travel yang bersangkutan.    Dengan strategi remarketing, kamu dapat menunjukkan iklanmu secara berulang kali kepada orang-orang yang berpotensi menjadi pelangganmu. Contohnya dengan pemasaran remarketing melalui Google Adwords, kamu dapat menjangkau kembali orang yang sebelumnya pernah berkunjung ke halaman websitemu, atau pelanggan yang sebelumnya pernah membeli produkmu. Pemasaran iklan dengan strategi remarketing akan terkesan lebih personal dan relevan di mata penerima karena sesuai dengan hal yang pernah mereka lihat atau pernah mereka beli. Disamping itu, kedua audiens diatas(yang pernah mengunjungi website/membeli produk) tentunya lebih memiliki potensi untuk istilahnya “dihasut” membeli produk atau servismu dibandingkan menarget audiens yang baru.   What’s Next? Congratulation! Kamu telah sukses memulai digital marketing perdanamu. Setelah sampai pada tahap ini kamu tentunya dapat melakukan evaluasi pada seluruh kampanye yang kamu lakukan sebelumnya antara lain: -       Target Audiens apa yang paling efektif?  \-       Channel apa yang dapat mendatangkan traffic paling banyak? \-       Konten seperti apa yang paling menarik? Konten apa yang tidak menarik bagi audiens? \-       Interaksi seperti apa yang terjadi berdasarkan promo yang kamu terapkan? Setelah melakukan evaluasi terhadap pemasaranmu kali ini, kamu dapat dengan mudah memutuskan strategi apa yang ingin kamu pertahankan dan apa yang perlu kamu kembangkan dalam kampanye digital marketingmu yang selanjutnya. Selamat mencoba! ## Jangan Berani Memulai Pemasaran Digital Jika Belum Tau 6 Hal Berikut URL: https://www.tagtoo.com/id/blog/Jangan-Berani-Memulai-Pemasaran-Digital-Jika-Belum-Tau-6-Hal-Berikut | Date: 2018-08-02 Summary: Penggunaan social media yang semakin marak di kalangan masyarakat membuat marketers semakin gencar melakukan pemasaran digital akhir-akhir ini. Pemasaran digital memang terlihat mudah dan instan, namun dibalik itu terdapat banyak persiapan yang harus dilakukan untuk mendatangkan hasil pemasaran yang sepadan. Oleh karena itu, jangan berani memulai pemasaran digital jika memahami 6 hal berikut ini. *Pemasaran digital bukan hanya sekedar menyebarkan informasi ke social media. Sebagai marketer yang cerdas, kita harus tau bagaimana menyampaikan informasi yang tepat ke audiens yang tepat, melalui medium yang tepat, dan dengan cara yang tepat.*   *\--Tagtoo*     Penggunaan social media yang semakin marak di kalangan masyarakat membuat marketers semakin gencar melakukan pemasaran digital akhir-akhir ini. Pemasaran digital memang terlihat mudah dan instan, namun dibalik itu terdapat banyak persiapan yang harus dilakukan untuk mendatangkan hasil pemasaran yang sepadan. Oleh karena itu, jangan berani memulai pemasaran digital jika memahami 6 hal berikut ini.   1.     Business Overview: Kenali Bisnismu Dalam memulai pemasaran digitalmu yang pertama, alangkah baiknya jika kamu memahami terlebih dahulu perkembangam bisnis dan marketingmu sampai hari ini. Pemahaman akan budget yang siap kamu keluarkan, kampanye marketing yang terakhir kamu buat, hingga kekuatan daya saingmu di pasar untuk menemukan titik start yang tepat dalam memulai kampanye digital. Beberapa pertanyaan yang dapat kamu jawab adalah, \-  Berapa banyak traffic menuju websitemu per harinya? Berapa conversion rate yang dihasilkan? \-       Perencanaan marketing apa yang terakhir kali kamu eksekusi? Bagaimana hasilnya? \-      Berapa banyak budget yang siap kamu keluarkan untuk kampanye digital marketing kali ini? \-      Kegiatan marketing apa yang dilakukan oleh para kompetitormu saat ini? Setelah menjawab beberapa pertanyaan diatas, kamu dapat lebih terarah untuk merencakan kampanye digital yang sesuai dengan kebutuhan dan perkembangan bisnismu.   2.     Goals: Apa tujuan bisnismu? Setelah lebih jauh memahami kondisi bisnismu, kamu kini dapat merancang beberapa goals atau tujuan dalam jangka waktu pendek(1-3 bulan mendatang). Mengapa dalam jangka waktu pendek? Karena dengan memandang singkat kedepan, kamu dapat merencanakan strategi pemasaran digital yang lebih terperinci dan pelaksanaannya pun akan lebih akurat dan efektif.   Goals jangka pendekmu dapat berupa: \-       Mendatangkan x pelanggan baru ke website di bulan ini \-       Meningkatkan conversion rate x% di bulan ini \-       Mendatangkan x klik ke dalam website \-       Menyebarkan promosi produk terbaru   Ada peribahasa yang mengatakan “A long journey of a thousand miles begins with a single step”. Mempersiapkan goals jangka panjang juga merupakan hal yang baik untuk dilakukan, namun goals itu hanya dapat tercapai ketika kita memiliki persiapan yang tepat disetiap langkah pendek yang kita ambil.   3.     Target Audience: Kenali Pelangganmu Sejak Dini! Target Audiens merupakan sekelompok orang yang hendak kamu target sebagai penerima iklan yang akan kamu sebarkan. Oleh karena itu, pemilihan target audiens yang akurat akan membantumu menemukan pelanggan yang berpotensi untuk membeli produk/servis yang kamu tawarkan.   Pengaturan demografi dari target audiens sering kali dibedakan dalam lokasi, jenis kelamin, hobby/interest, serta profesi.   4.     Advertising Channel: Marketers Yang Cermat Memilih Medium Yang Tepat Advertising Channel merupakan medium tempat dimana marketers/promoters menawarkan barang mereka. Dulunya, channel tradisional yang menjadi pilihan dan terkadang masih digunakan hingga hari ini antara lain koran/majalah, TV, papan iklan di jalan raya, radio, telepon hingga bertatap muka secara langsung (face-to-face). Namun kehadiran internet telah menghadirkan beberapa pilihan channel online yang baru antara lain Google, Facebook, Instagram, hingga Youtube.   Channel-channel baru ini diduga dapat menjangkau audiens dalam lingkup yang lebih luas dan akurat. Laporan digital tahunan oleh We Are Social dan Hootsuite melaporkan bahwa pengguna Facebook di Indonesia hingga Januari 2018 telah mencapai angka 130juta orang. Dengan angka pengguna sebanyak ini, Facebook tentunya dapat menjadi platform pilihan para marketers untuk melakukan pemasaran guna mengjangkau target audiens yang lebih luas dalam waktu yang singkat.   Namun pemilihan channel pemasaran juga harus mempertimbangkan keberadaan target audiens dan konten yang akan kamu sebarkan. Jika sebagian besar target audiensmu merupakan para remaja, mungkin Instagram merupakan salah satu channel yang patut kamu coba karena penggunaan Instagram story yang sedang beken dikalangan anak muda jaman sekarang.   5.     Creative Content: Si Pemikat Hati Creative Content merupakan istilah yang digunakan untuk menggambarkan berbagai macam text, video, gambar, audio atau elemen interaktif lainnya yang terdapat dalam sebuah iklan. Setiap harinya, setiap individu rata-rata akan melihat 2000-3000 brand dan iklan yang berbeda. Dengan angka sebanyak ini, tentunya hanya konten yang menarik yang dapat meninggalkan kesan yang berbeda dalam memori setiap audiensnya.   Konten yang menarik juga akan menimbulkan rasa penasaran akan produk dan brand yang ditawarkan. Comscore, sebuah perusahaan yang bergerak dalam penelitian iklan dan kebiasaan konsumen, memaparkan bahwa separuh dari dampak iklan terhadap penjualan berasal dari kekuatan konten kreatif iklan tersebut. Dengan kata lain, konten yang kreatif dan menarik akan memikat lebih banyak konsumen dan mendatangkan conversion rate yang lebih tinggi.   Berikut ini beberapa tips dalam mempersiapkan konten kreatif: \-       Urutan efektivitas konten dari paling efektif: Video   Gambar  Tulisan \-       Ciptakan unsur yang senada (warna, pola desain, dsb) \-       Naskah (copywriting) yang singkat, padat, dan jelas \-       Ciptakan slogan yang menarik (dapat menggunakan variasi #hashtag)   6.     Promotion: Kunci Menuju Transaksi Tidak jarang kita melihat kampanye digital dengan disertakan promo seperti “Tag 3 teman kamu dan dapatkan giveaway IDR xxx secara gratis!”, atau “Jangan lewatkan kesempatan untuk mendapatkan kupon sebesar IDR XXX setiap pembelian 2 produk apapun!”, lantas apa khasiat dibalik promo-promo tersebut?   Hasil statistik dari VoucherCloud menyatakan bahwa 57% pembeli akan termotivasi untuk melakukan pembelian pertama apabila mereka dapat menggunakan promo/kupon, serta 91% pembeli yang menggunakan promo/kupon tersebut untuk melakukan pembelian mengaku bersedia mengunjungi toko tersebut di kemudian hari. Hal ini menunjukkan bahwa promo merupakan senjata ampuh tidak hanya untuk memikat para pelanggan baru namun dapat juga merubah mereka untuk menjadi pelanggan setia kedepannya. Jadi, promo apa yang akan kamu luncurkan untuk pemasaran digital perdanamu?     Pengguna social media yang terus meningkat memang terlihat menggiurkan oleh para marketers. Namun tanpa persiapan yang matang, pemasaranmu tidak akan menggerakkan hati para audiens untuk mengenal atau bahkan melakukan transaksi dari produk/servis yang kamu tawarkan. Pemasaran digital bukan hanya sekedar menyebarkan informasi ke social media. Sebagai marketer yang cerdas, kita harus tau bagaimana menyampaikan informasi yang tepat ke audiens yang tepat, melalui medium yang tepat, dan dengan cara yang tepat. ## UnionSpace collaborating with Tagtoo to help entrepreneurs embrace the digital power URL: https://www.tagtoo.com/en/blog/UnionSpace-collaborating-with-Tagtoo-to-help-entrepreneurs-embrace-the-digital-power | Date: 2018-07-18 Summary: Launching off the first ever digital marketing workshop in the middle of July, Taiwan-based performance marketing agency Tagtoo collaborated with UnionSpace, a leading regional co-working space across Southeast Asia, to help Indonesian entrepreneurs and startups founders have a deeper understanding of business analytics and online advertising. ***Tagtoo will have more workshops coming up with UnionSpace to help startup founders and marketers learn the latest digital marketing strategy.*** ***\-- Tagtoo*** Launching off the first ever digital marketing workshop in the middle of July, Taiwan-based performance marketing agency Tagtoo collaborated with UnionSpace, a leading regional co-working space across Southeast Asia, to help Indonesian entrepreneurs and startups founders have a deeper understanding of business analytics and online advertising. This workshop is also co-organized by Indonesia Entrepreneur Center (IDEC), an initiative to create an entrepreneur community to support and encourage the growth of entrepreneurship in Indonesia. While all tickets were sold out in 10 days, there were more participants than planned attending the workshop as walk-ins. According to one of the attendees, he decided to take one day off right after knowing there would be a digital marketing workshop coming up that afternoon in the morning. Undoubtedly, this represents Indonesian’s tremendous desire to educate themselves and the huge eagerness for digital marketing strategy. In fact, there’s a huge gap in terms of digital marketing knowledge in Indonesia. Top and big internet businesses have built relatively competitive digital advertising teams and are well-equipped with the latest digital marketing skills while small and medium enterprises just start their online presence and have the limited understanding of digital advertising “Most of the agencies inactively impart clients with the right and correct knowledge,” Mick Lu, Head of Tagtoo Indonesia, indicated. “For example, nearly 50% of reports on Google Analytics are not what business really need to dig in.” In spite of being a powerful data tracking tool for every internet business, the entry barrier of reading Google Analytics report may be too high for beginners. Even some experienced marketers may be unconfident of interpreting the entire Google Analytics reports because some reports are specifically designed for different purposes, such as website configuration optimization and product strength examination. “Most Indonesian SMEs haven’t embraced the real power of digital marketing. We are very happy to have Tagtoo share such an awesome insight,” said Singgih Akbar Prakoso, Event Manager of UnionSpace. “ By holding more events like this with Tagtoo, we hope to create a strong momentum in the Indonesian entrepreneur community. ” Based on the after-event survey, participants gave an average of 4.6 out of 5 stars when asked if the workshop is helpful for their business. Most importantly, all of the participants indicated they would like to join similar workshops in the coming future. “We feel very thankful for anyone attending our workshop. We’re very humble and honored and will continue work with UnionSpace and IDEC to share more digital marketing knowledge, ”Mick Lu proceeded before ending the interview. ## Tagtoo’s takeaways on Echelon Asia Summit 2018 URL: https://www.tagtoo.com/en/blog/Tagtoo-s-takeaways-on-Echelon-Asia-Summit-2018 | Date: 2018-07-16 Summary: As one of the selected Asia Top 100 startups, Tagtoo is humble and honored to attend Echelon Asia Summit with other excellent startup founders and serial entrepreneurs. The two-day event is like a sweet memory that remains vivid in our mind even though the event is finished. ***The startup ecosystem in Southeast Asia is growing at an ever-faster pace, becoming more and more diverse and advanced.*** ***—Tagtoo*** As one of the selected Asia Top 100 startups, Tagtoo is humble and honored to attend Echelon Asia Summit with other excellent startup founders and serial entrepreneurs. The two-day event is like a sweet memory that remains vivid in our mind even though the event is finished. If you didn’t have the chance to attend, don’t worry at all. We’ve written down some insights based on our observation and interaction with other entrepreneurs. Below are the key takeaways **The vibrant startup ecosystem in Southeast Asia** During the two-day event, we came across hundreds of amazing startup trying to solve issues of all kinds and several government- or university- backed incubators with awesome perks and incentives, which were seldom seen in the past years. Topics include health checkup, mobile entertainment, finance management and more, representing an amazing transformation of the entire Southeast Asian ecosystem from the previous nascent stage where most startup founders competed with one another and chased after the same topic. Undoubtedly, Southeast Asian startup ecosystem is on the right way to catch up Silicon Valley. The growth trajectory in the future is exciting. **The adoption of the cutting-edge technology** At first glance, you might find some of the topics these startups are trying to solve familiar and outdated but solutions they come up with are innovative and often come with the cutting-edge technology. For example, an agriculture marketplace uses blockchain technology to ensure farmers have a stable income and adopts artificial intelligence to enable customers to enjoy the freshest produce. In spite of not dealing with a fancy topic, such as autonomous car, these Southeast Asian entrepreneurs are using their own ways and the best technology to create a better solution. **More and more foreign startups entering** According to the official statistics, there are over 30 nations coming to attend the summit. The attendees you run into might come from the Russia, Australia, and even all the way from the US. At the venue, there are also special pavilions exclusively designated for Korean and Taiwanese startups to showcase their products and services, signifying the increasingly growing number of foreign startups focusing on Southeast Asia. Indisputably, Southeast Asia is no longer where people oftentimes perceive as an underdeveloped region. It’s become more and more internationalized as well as catching the world’s attention with his strong and huge potential. **Lack of talent becoming a serious issue** While the entire startup ecosystem in Southeast Asia is experiencing the fast-growing period with foreign capital continuously coming to this region, looking for the right talent, especially with engineering background, becomes the hot potato to handle. Being aware of that, local unicorns and big corporates has deployed their network and capitals to recruit top talents in the early days, which make it harder for budding startups to swiftly optimize their products and services. Consequently, startups that can’t give the pay as decent as big companies might be unable to survive in the increasingly competitive market. This issue, inarguably, poses a huge threat to the coming future of those budding startups in Southeast Asia. We learn a lot and will never forget any terrific conversation we had. We are sincerely thankful for your visit to our booth. We will keep going and continue optimizing our product and service to reach the best ROI for our every client. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Breaking News| We are going to Echelon Asia Summit ! URL: https://www.tagtoo.com/en/blog/Breaking-News-We-are-going-to-Echelon-Asia-Summit | Date: 2018-06-22 Summary: Hi folks, we are extremely thrilled to announce that Tagtoo is featured among the Top 100 Asia Startup in Echelon Asia Summit. It comes with no ease but indeed shows our team’s incredible strength and resilience toward the challenges we’ve overcome in the past. Well appreciated your trust and choice. ***If you will be in Singapore, seize on this opportunity to ask us anything on digital advertising and e-commerce. We will provide on-site consultation that’s for free !*** ***\--Tagtoo*** Hi folks, we are extremely thrilled to announce that Tagtoo is featured among the Top 100 Asia Startup in Echelon Asia Summit. It comes with no ease but indeed shows our team’s incredible strength and resilience toward the challenges we’ve overcome in the past. Well appreciated your trust and choice. In fact, there’s a huge gap in terms of digital marketing knowledge in Southeast Asia. Top and big internet businesses have built relatively competitive digital advertising teams and are well-equipped with the latest digital marketing skills while small and medium enterprises just start their online presence and have the limited understanding of digital advertising. Most of the advertising agencies in Southeast Asia offer a wide variety of, but superficial, solutions, meaning business can enjoy delivering ads on all existing channels but the package offered actually favors agencies and is not flexibly customizable. For example, performance is unstable and often is not guaranteed. Not transparent advertising reports, i.e. Google Analytics, provided is commonly encountered as well. Most importantly, high entry barrier of using Dynamic Product Ads (DPA) and incomplete support from agencies make it even harder for advertisers, especially SMEs, to embrace the real power of digital advertising. We strongly believe Southeast Asian e-commerce should be served with better services and products. SMEs should likewise have the equal right to experience the unprecedented convenience brought by digital advertising. That’s why we launch “Tagtoo DPA Platform”, which is a one-stop solution for DPA on Google, Facebook, and Instagram, to help transform SMEs e-commerce. Echelon Asia Summit 2018 will be held at the Singapore Expo from the 28th to the 29th June. Our booth will be located in 48 RED. Come to join us and ask any question you may have with digital advertising and e-commerce. We are more than happy to help. We are also going to give out some vouchers for anyone coming to support us. Don’t miss out the precious opportunity! We never compromise our principles providing the best service for our clients. Our priority is to maximize your budget and earns the highest ROAS. We make the impossible probable. We make the probable achievable. We hack it until we make it. We are **TAGTOO.** ## Learn how AdChief enables you to deliver beautiful DPA in just 5 mins URL: https://www.tagtoo.com/en/blog/Learn-how-AdChief-enables-you-to-deliver-beautiful-DPA-in-just-5-mins | Date: 2018-05-21 Summary: Dynamic Product Ads (DPA) is an ad format that’s proven to be effective to boost sales because it can showcase products that instantly catches visitors’ attention. Its power has been widely recognized. ***Building*** ***a great product to help e-commerce boost online sales is what Tagtoo has been doing so long. Now, we’ve just launched something revolutionary to change the way digital ads works!*** ***\-- Tagtoo*** Dynamic Product Ads (DPA) is an ad format that’s proven to be effective to boost sales because it can showcase products that instantly catches visitors’ attention. Its power has been widely recognized. However, optimizing DPA is totally another matter. It not only requires tons of knowledge on how digital ads works but also needs tremendous preparation for quality creatives and the automation of feed production, which are not typical e-commerce lacking an in-house IT team can afford and take care of. This technology-intense ad format, therefore, deters the majority away because of all the complexity, especially the creative part. **Key finding** Supported by most of the marketers interviewed, the performance of ad campaigns has a lot to do with creatives. While knowing the fact, most marketers find the lack of time is the core problems to make better banners and optimize ad campaigns. They, thereby, turn to the help of some software. However, according to our comprehensive survey, most software developed only focus on solving specific problems, which doesn’t create a real solution, rather than the overall issue. **Reason behind AdChief** Given that the pain has become the hindrance for advertisers to make use of DPA to the fullest and there are not any one-stop solution provided for e-commerce in the market, the existence of AdChief, Tagtoo’s latest solution for e-commerce, is exactly to solve this urgent issue for e-commerce. In addition to that, while Tagtoo has helped hundreds of vertically integrated e-commerce customize and manage DPA, most small and medium e-commerce haven’t embraced the power of DPA or haven’t figured out how to harness the amazing power. We, therefore, think there’s a need to create a platform to duplicate more successful stories and share more resources with the public. AdChief enables advertisers, especially digital ad beginners, to build DPA more swiftly and create more possibility, which are what we’ve been always doing since the company was founded. As a whole, you would get the following features to make your ads management more effective with the use of AdChief. **Three features of this amazing solution** **Feed production** Feed production has already been a headache in the eyes of most business. But we are here to help! Ahead of other solution providers, we are among the first providing the hassle-free approach for feed production. What It takes is only a step, embedding a snippet of tracking code to your website, and we’ll take care of the rest. Automatically completing and updating product feed helps avoid unnecessary time on the troubleshooting, which requires a certain level of programming background, and, more importantly, allows business to stay more focused on strategy execution. **Creative editing** Editing the creatives after they are uploaded is not an easy job. It‘s required to repeat the “collecting and uploading” process again to make any changes to the product feed. However, we have made it easier and significantly simplified the process with the use of technology. On AdChief, we provide a friendly environment that allows advertisers to edit products pictures crawled by our tracking code and add on any relevant information to produce an amazing banner in just 5 minutes. Just like any other editing software and the only limit is your imagination! Afterward, you can apply the changes, or so-called templates, to hundreds of thousands of product feeds in real time, making carrying out A/B test much easier and the banners look more professional. **Ad trading** The final step after editing is to start delivering your ads to the audience. Undoubtedly, you can do that on AdChief as well without logging to any advertising platform again. Connected to Google Adwords and Facebook Ads, AdChief enables you to display ads with beautiful creatives in major platforms by simply completing the basic setting, such as the budget and target devices. Of course, you can further narrow down your target audience by going to details setting. With that said, starting delivering ads is also another beginning. A good ad campaign requires constant monitoring and optimization. But don’t worry at all. Tagtoo Engine, our self-built database that consists of past 8 years ad delivery data, and our account managers will provide real-time support to help optimize to the best result. **Case Study** According to our very recent finding, UV100, a sun protective clothing e-commerce, saw the dramatic changes in online sales. Within only two weeks, the performance of transaction count grew by 380% and conversion rate rose by 60% on average on Facebook Ad campaigns. **Discover how Dynamic Product Ads and AdChief will help you sell more!** AdChief simplifies banner design into a hassle-free approach and helps apply the well-crafted template to hundreds of thousands of products. This one-stop solution is especially helpful for e-commerce that lacks organized design teams. Fill out the forms below to sign up for AdChief Beta. Be the early bird to experience what the real e-commerce solution is and you can transform your online sales to the next level. Only 100 accounts opens for the public. **Sing up Now!** Signup form: https://goo.gl/Mxcs8Z ## Secrets behind Google and how to make best use of Google AdWords URL: https://www.tagtoo.com/en/blog/Secrets-behind-Google-and-how-to-make-best-use-of-Google-AdWords | Date: 2018-05-03 Summary: In this April, Tagtoo and Google organized an event that talks about common misconception on digital ads and shares several tips on managing Google AdWords in Kuala Lumpur Malaysia. The sharing was presented by two speakers: Max Tsai, Taiwan Market Manager of Google, and JC Chang, Media Director of Tagtoo. Below is the highlight of their precious sharing. ***Starting Google AdWords seems easy but mastering it is totally another matter.*** ***\-- Tagtoo*** In this April, Tagtoo and Google organized an event that talks about common misconception on digital ads and shares several tips on managing Google AdWords in Kuala Lumpur Malaysia. The sharing was presented by two speakers: Max Tsai, Taiwan Market Manager of Google, and JC Chang, Media Director of Tagtoo. Below is the highlight of their precious sharing. **Google is successful because they help business make money** As one of the most valuable companies, Google's success never comes with the sheer luck but choosing the right strategy to collaborate with other enterprises. Google's stock price that rose from around 400 to over 1000 is exactly the proof of their right tactics. The infrastructure Google has built for the past years is not only what makes Google still stands out in the increasingly competitive landscape that's encroached by other tech giants but also the critical backbone that supports million of business around the world to thrive and make money. Similar strategies can also be observed in other tech giants. The same philosophy, being reciprocal, could be applied to any fields to make your business successful. **You need an expert for AdWords campaigns** Google AdWords is a very powerful tool to help advertisers make money but meanwhile too complicated to manage for small and medium enterprises. There are up to 100 product updates on Google AdWords every year, which might make managing ad campaigns a challenging job if you don't keep yourself updated. Not to mention most of the e-commerce can afford extra time to take care of ad campaign. Looking for the assistance from experts, like Tagtoo, to manage is the best idea. Even Southeast Asian e-commerce behemoth Lazada turned to Google team for help on Google AdWords. It's more like a win-win and is never a wrong move and the decision that you're going to regret. **Google Shopping Ads turns new visitors into quality customers easier** As a certified and trusted partner of Google, Tagtoo is humble and honored to launch Google Shopping Ads(GSA) service before it was officially open to the public. After intensive experiments and thousands of hours effort, we’ve found out amazing performance of GSA. According to Tagtoo engine, our self-built database, we see conversion rate rise 31% and cost per acquisition drop 38% in the fashion industry with the use of GSA in their AdWords campaigns. More importantly, GSA helps earn more transactions from new visitors, 1.8 times than Facebook DPA and 2.2 times of Yahoo Native Ads, by significantly shortening online shopping journey. Undeniably, GSA is proofed to be very powerful to convert new visitors into customers. **Dynamic Product Ads can help maximize ROAS** Dynamic Product Ads (DPA), on the other hand, is the best type of ad to make returning visitors finish purchases because DPA can show the real product that catches visitors’ attention. More precisely, it can help maximize your ROAS if used correctly. As compared to the performance of typical banner ads, we discover that DPA helps save nearly 40% of ad spends and increase the number of returning visitors by 34%. What’s more, 92% of our clients have embraced the power of DPA to help them bring their business to another level. In short, adopting DPA is more likely to make returning visitors purchase and ultimately maximize ROAS. **AdChief significantly simplifies the process of banner designs** While GSA and DPA are powerful, a better design will make their performance more outstanding. AdChief, Tagtoo’s latest product that aims to provide friendlier design environment for non-professionals, is exactly the thing to help. The adoption of AdChief greatly simplifies banner design in a hassle-free way and helps apply the well-crafted template to hundreds of thousands of products in a second. This is especially helpful for e-commerce that lacks organized design teams. Statistics don’t lie. Our client’s ad performance sees 24% increase in click-through rate and 57% decrease in CPA. Video Link: https://www.facebook.com/TagtooAD/videos/2278592839035062/ \-- ***Don’t feel frustrated if you couldn’t join our event. There will be more coming up. Like our page to keep yourself posted!*** ## Taiwan startup Tagtoo expanding to Indonesia in collaboration with local co-working space EV HIVE URL: https://www.tagtoo.com/en/blog/Taiwan-startup-Tagtoo-expanding-to-Indonesia-in-collaboration-with-local-co-working-space-EV-HIVE | Date: 2018-04-02 Summary: Tagtoo, a digital advertising company backed by AppWorks Ventures, announced the expansion plan to Indonesia in Taiwan Expo 2018 In Indonesia and is reported to cooperate with EV-HIVE, one of the leading co-working space in Jakarta, to serve local e-commerce. ***After entering Malaysia, Tagtoo, a Taiwan-based digital advertising company, announced expansion plan to Indonesia.*** ***\-- Tagtoo*** Tagtoo, a digital advertising company backed by AppWorks Ventures, announced the expansion plan to Indonesia in Taiwan Expo 2018 In Indonesia and is reported to cooperate with EV-HIVE, one of the leading co-working space in Jakarta, to serve local e-commerce. Taiwan Expo, a roadshow led by the Taiwanese government to showcases technology and product developed by Taiwanese companies, is initiated in response to Taiwan president’s New Southbound Policy, which aims to burgeon collaboration between Taiwan and Southeast Asia, and has been held in Malaysia in 2017 previously. **Market saturation in Taiwan** Digital advertising is currently a popular topic for Taiwan startup. Many startups have secured funding and tried to provide a better solution with the use of technology. For example, AI startup Appier raised $33M series C from Softbank Group and other investors in the middle of 2017 to accelerate its product development to simplify ad optimization process. The expansion to Indonesia, coupled with the previous office launch in Malaysia, might reveal the change of Tagtoo’s core strategy, but Tagtoo is not the only one making such a move. Southeast Asia will increasingly see more Taiwan startup popping out in the coming years and it’s generally believed to be the cause of market saturation and change in Taiwan. While Taiwan is a mature market in terms of e-commerce development, the demand for digital marketing is limited and the market size is small as compared to neighboring countries like Japan and China. Most Taiwan startups have pivoted and decided to target Southeast Asia as the first priority. **Tremendous opportunity in Indonesia** “Honestly, there are more opportunities in Indonesia,” explained Mick Lu, who noticed the change of Taiwan market in early times and decided to work overseas and is now Managing Director of Tagtoo Indonesia when interviewed. “ Expanding to Southeast Asia may be a risky move because of the difference in culture and language. However, it’s the only way to sustain ongoing growth for Taiwanese companies.” Indonesia is believed to be one of the largest mobile-first countries in Southeast Asia, with nearly 70 million smartphone users, over 90 percent of internet owners surfing the internet through smartphones, and spending an average of 5.5 hours every day. More notably, this archipelagic nation is expected to see huge growth in e-commerce up to US$130 billion before 2020 according to Ismail Cawidu, the previous spokesperson for the Indonesian tech ministry. “While the private sector plays an important role in the growth momentum, the Indonesian government is also working on building a better business environment for foreign companies. It’s exactly the right moment to enter,” Mick continued with a determined look. Undeniably, e-commerce and related industries, such as logistics and marketing, are budding in an ever-faster pace with more and more capital instilled and regional corporations entering. **Creating synergy** At first glance, the increasingly harsh competition between regional and local players may make it hard for those who haven’t expanded to. It is, however, not really the case since the market size of Indonesia is big and there are many untapped fields in and beyond first-tier cities. It’s more like collaborations between different parties, according to Mick, to educate and tap the greenfield, making not only the startup scene but also the entire internet landscape become more vibrant. “Of course, there are existing competitors who've been there around awhile at this moment,” Mick continued the rationale before ending the interview. “However, I’m inclined to see them as our potential partners because we each possess our respective advantages and that could create a strong synergy. ” “I’m very positive toward our expansion to Indonesia. It’s not merely a strategic move but more like destination we must reach.” \- Author: Edison Chen, Business Development Manager at Tagtoo ## 5 things to check when your Facebook Ad conversion rate drops URL: https://www.tagtoo.com/en/blog/5-things-to-check-when-your-Facebook-Ad-conversion-rate-drops | Date: 2018-03-26 Summary: Being able to accurately and swiftly identify the cause of dipping conversion on Facebook Ad is the core to maintain stable conversion rate. While some of the troubleshooting tips may require deep knowledge of ads optimization and years of experience, most of the problems causing conversion to plummet can be boiled down to five common themes listed following. ***This is a brief guide for beginners who’d like to master Facebook Ad and become a professional digital marketer.*** ***\-- Tagtoo*** Being able to accurately and swiftly identify the cause of dipping conversion on Facebook Ad is the core to maintain stable conversion rate. While some of the troubleshooting tips may require deep knowledge of ads optimization and years of experience, most of the problems causing conversion to plummet can be boiled down to five common themes listed following. **Checkout process** To begin with, if your conversion rate has dropped but the overall website traffic remains the same, the very first thing you need to do it to reexamine the checkout process in environments of different kinds, such as different browser and operating systems, and test every link to double check if they all work normally. In most cases I have handled, either the links that fail to redirect to the product page or the checkout page that doesn’t run fast enough is reported frequently. Basically, you would find the bugs within the examination process and fix it. Actually, it’s a safe bet to assume that any change that you do to your website will influence the conversion rate, either positively or negatively. Simply put, the reexamination process offers you a great opportunity to ensure the entire checkout process is as streamlined as what customers prefer even if you don’t find any errors. **Ad creatives and audience** Suppose there’s not a major issue found in the checkout process, checking ad creatives and the target audience is what you should do next. Is it because you haven’t updated the ad creative and copy for a while and, consequently, viewers click on your ad with outdated information? Or the group of audience you target is not as precise as you imagine and don't find the ad delivered appealing? Undoubtedly, these are issues that may impact conversion drastically. We all understand conversion only happens when visitor’s expectations, which are set before landing on websites, are met or exceeded. Keeping the ad updated with the website content and making ad copy persuasive therefore is the key to catching their attention and fundamentally altering their expectations. Given that Facebook ads might be the first touchpoint for potential customers, it’s important to update ad creatives and copies regularly. Along with adjusting the target audience, it’s certain that your conversion rate will bounce back to its previous status. **Tracking and software glitch** However, identifying the causes for plummeting conversion rate is not an easy job in some cases as the problem lies in the backend especially. Therefore, making sure all the technology is working properly is also on the checklist. Let either yourself, if you have the knowledge of coding, or web engineers take 10 minutes to make sure tracking codes, Facebook Pixel and GA code, for example, is installed correctly. In addition to that, if you are an e-commerce retailer who relies on web crawler to update product feed daily for Facebook Dynamic Product Ads, the software errors in that might also impact the conversion rates as bad as it could be. One of the ad accounts I manage happened to encounter this technical issues. I couldn’t explain why conversion rate dropped 50% overnight until I ran a quick tracking and web crawler test. It turned out that the web crawler wasn’t updated to fit our client’s website which had been changed. Unsurprisingly, the product feed the web crawler sent to Facebook was entirely wrong— delivering irrelevant and wrong ads. Thankfully, the conversion rate went up to the level it was supposed to be after immediate troubleshooting. **Seasonality** Understanding your business’ seasonality is another key to explaining why your conversion rate drops (or rises) and avoiding necessary overhaul to your website. For example, a boutique shop may experience an unprecedented peak prior to Chinese New Year because people following Chinese culture want to refresh themselves by wearing new clothes in the new year. However, you may find that customers are less willing to spend money right after the holiday. Similarly, this phenomenon can be observed after special sales. While you might see the same amount of traffic coming to your website, conversion rate somehow drops strikingly as compared to the previous days when the promotion is still proceeding. It’s important to take seasonal effect into account so that you won’t feel confused and overwhelmed toward the decline in conversion rate next time. **Competitors** Competitor changes could be difficult to diagnose but it definitely strikes conversion rate a lot than you think. Thanks to the advancement of search engines, it’s increasingly convenient to search similar substitutes or even same products, enabling customers to compare product and price in a more hassle-free way. One of the classic cases is the launch of Google Shopping, which significantly shortens shopping journey and inadvertently let customers make the comparison with the same product from different marketplace easier. The conversion rate will be impacted if the price of your offering is not competitive at all. You may find conversion decrease immediately when your competitors offer better promotion of price-cut. But, under no circumstance does it mean price is the only major factor influencing conversion rate. Better fulfillment service and shorter delivery time might also pull your customer away. That’s why you should always pay attention to your competitor’s every move and improve your business in terms of quality and competitiveness. **Conclusion** For a starter who’d like to master Facebook Ad, the must-equipped ability is not managing and delivering ads to the right audience but understanding where the problem is and knowing how to fix it in real time. Mastering Facebook Ad is a long journey. If you can’t solve the problem you face, need not feel frustrated. There are tons of resources on the internet and I’m always here to help. \- Author: Edison Chen, Business Development Manager at Tagtoo ## How to transform your e-commerce to another level in Southeast Asia? URL: https://www.tagtoo.com/en/blog/How-to-transform-your-e-commerce-to-another-level-in-Southeast-Asia | Date: 2018-02-02 Summary: “E-commerce Adventure: how to stand out in Southeast Asia” is a book that is 35 pages long, consisting of an entire year's observation and practical experience in Southeast Asian e-commerce. ***Our latest e-book about e-commerce is now available for anyone!*** ***\-- Tagtoo*** Download Link: [https://goo.gl/7jxhEB](https://goo.gl/7jxhEB) “E-commerce Adventure: how to stand out in Southeast Asia” is a book that is 35 pages long, consisting of an entire year's observation and practical experience in Southeast Asian e-commerce. This book is especially suitable for those who have a strong passion for e-commerce and would like to transform their business into another level. The contents in this book not only cover the great sharing from serial entrepreneurs but also share how you should embrace the power of digital ads in a more meaningful way. ## 6 tips I wish I learned earlier when starting managing Facebook Ads URL: https://www.tagtoo.com/en/blog/6-tips-I-wish-I-learned-earlier-when-starting-managing-Facebook-Ads | Date: 2018-01-14 Summary: While there is a great number of online resources about Facebook Ads available, most lectures only focus on specific approaches one should follow to repeat the success instead of offering a more broad and general idea of individual’s optimization experiences. ***The mistakes I made could help Facebook Ads beginners avoid unnecessary twists and turns when getting started.*** ***\-- Tagtoo*** While there is a great number of online resources about Facebook Ads available, most lectures only focus on specific approaches one should follow to repeat the success instead of offering a more broad and general idea of individual’s optimization experiences. In fact, the headlines of those Facebook Ads tutorials, such as “How I turn $5 into $10K in revenue with Facebook Ads”, are very likely to misguide learners. Beginner, in particular, may lose their ways in tons of tutorials designed for the advanced and believe all of the amazing figures they see from videos can be replicated overnight. The amazing outcome of each successful ad campaign, however, is the result of countless trials and errors, which is what people usually don’t emphasize. Therefore, I believe there exists a need to share my personal experience with beginners if they’d like to transform into an advanced Facebook Ads manager. **1\. Patience** First and foremost, patience is one of the factors determining whether a Facebook Ads campaign would take off or not. However, losing patience to wait for the learning process in display system completed is the most common mistake. People often unrealistically expect to see a substantial return soon after an ad campaign is launched. In most cases, beginners tend to change the ads setting dogmatically by the time Facebook Ads gather enough viewer’s data and subsequently report the ads performance that is statistically significant. The more frequently the setting is changed, the longer it would take for the system to optimize and ultimately the more likely an incorrect strategy may be made. In other words, a group of the right audience might, therefore, be classified as a wrong target audience. Usually, the system requires 5-7 days to go through the optimization cycle, but you can decrease to 3-5 days if you are not limited to the budget. Another well-known issue related, on the other hand, is spending little time on discovering another best ad sets. While it’s an annoying process to keep looking for a different potential target audience, the outcome is oftentimes surprisingly fantastic if beginners stay proactive to test out any other possibility. For example, even if you have known who’s likely to make purchases, in the case of e-commerce, they may soon lose interests due to ad fatigue, which occasionally happens. At this moment, the impact wouldn’t strike your business so fiercely if you’ve found another group of audience. **2\. Efficiency** While being patient with the optimization cycle is paramount, under no circumstance does it mean beginners could stay inefficient for any other tasks in the middle. Actually, what beginners would face in managing ads is a series of processes containing audience exclusion, tracking parameter setting, and so on, which might greatly complicate the optimization process if they are not familiar with those user interfaces or the correct way to carry out split tests. On top of that, data interpretation might significantly lower working efficiency as well, especially if you have to compare Facebook Ads data with different tracking tools, such as Google Analytics, to deduce the real performance of Facebook Ads, which often overreport. Now that most of the time will be spent on those tedious things, there is no doubt that it would be smarter and helpful to accelerate this process. It’s easy said than done. However, intentional practice will make an improvement. In my previous experience, the more time you can save from the above two, the more time you’re able to have better decision-making quality and consequently produce more desirable results. **3\. Agility** Despite the fact that digital ads, including Facebook Ads, empower advertisers to target more precisely, there’s no guarantee that these systems would function well every time. The operating principle of digital ads nowadays basically relies on tracking codes, a snippet of javascript code, to capture visitors’ data and send back to individuals’ servers. Any unexpected errors taking place during the process will have a drastic influence on the ad displayed. In most cases I encountered, either the Javascript code embedded underneath websites is cracked or the parameter captured is wrong. It’s important to contact Facebook representatives or agencies in charge at once if you can’t find any bugs on your own. The other issue worth noting is regular changes of banners and copies. This part, forgotten or neglected unintentionally by the beginners sometimes, is essential to sustain the outstanding performance of existing ads campaigns. Generally speaking, a week or two is a suitable period. With that said, it is too late to let a graphics designer or a copy writer design and draft a new one because the ideation takes time and can’t respond to the ad fatigue in real time. Obviously, by the time the ads are updated, you might miss some business already. Consequently, an independent ads managers should be well equipped with the ability to design a simple but eye-catching banner and come up with interesting copy swiftly. More importantly, it is necessary to stay agile and alert to the reporting figures and troubleshoot or update in the shortest time. **4\. Focus** When I, still a beginner then, first navigated to Facebook Ads, there were many different metrics and statistics popping out to my eyes immediately. Honest speaking, I was confused and didn’t know where to start or which metrics should I pay attention to. it took longer than I expected to eventually figure out the figures and metrics that matter about optimization process. Actually, staying focused on the end goal, say low CPA, and its related metrics is basically good enough to go. Common metrics that I look into on Facebook reporting include click-through rate (CTR), cost per click (CPC), relevance score, and cost per acquisition (CPA). I would also include other metrics, such as cost per add to cart, into consideration if there is a need to decide whether the ad campaign should be off or not. Along with reports from Google Analytics, which helps track and measure ads performance, you’ve already held a great amount of data of traffic quality and had enough user information to optimize the ad campaign in the following rounds. Nevertheless, reports from either Google Analytics or Facebook Ads alone doesn’t reveal the real performance since the former are found to underreport whilst the latter overreport usually. Simply put, the statistics would not be significant until combining both together. Ultimately, let’s say you would like to calculate the real link CPC of a banner ad, you should first take Google Analytics’s session figure generated from that banner ad, and then divided the figure by how much that ad cost on Facebook Ads. Only by doing so can beginners optimize in the right and meaningful way. This is also what we call performance-based optimization approach, which let you not only greatly simplify the ads managing process but also concentrate on the end result. **5\. Background knowledge** When I, still a beginner then, became comfortable with the entire optimization process, lacking statistics to gauge my optimizing adjustments made me lose sight of the shore and didn’t know how far I could and should go. In fact, it is quite helpful if you can actively acquire them through either the internet or the sharing from other advanced ad managers. The earlier you have the entire picture of the industry average of some metrics, the better the quality of your tactics, such as budget allocation and placement selection would be. More importantly, the budget would not be aimlessly overspend on constant experimenting since you have known if the ad campaign performance surpasses benchmarks or still lags behind. Of course, you would have more distinct understanding about industry benchmarks as you accumulate more practical experience in managing ads campaign, but it’s never too early to start off. In addition to the aforementioned, understanding how the Facebook Ads bidding system and attribution model works is of great help at the start. For example, the higher bid on Facebook Ads doesn’t necessarily eat up more of your budget since your bid only determines whether winning the placement auction or not. This way, you are able to better allocate resource to the right ad set. In general, the more background knowledge and some rule of thumb you discover, the more and faster you figure out where and what the right way of optimization is. **6\. Perseverance** Perseverance, finally, is the core to determine how close you are to the success of an ad campaign but is also what most beginners neglect. While it may be true that 80% of the effects come from 20% of the causes, what most people forget is that 20% of the causes usually take you 80% of the time to discover. Consistent with the introduction, a great ad campaign oftentimes is the outcome of hundreds or even thousands times tests. More precisely, there is not a shortcut to the summit. The secret of enjoying the taste of success, nevertheless, is extremely simple: constantly iterate the optimization process as much as you could until bumping into the right and best one. Last but not least, despite the fact that all the points listed above may not provide a clear guidance to become a Facebook Ads master, they do help with building a right mindset to smoothly walk you through every optimization process you are within, which is insipid. For now, I still bump into the wall most of the time at the beginning whenever handling a new client. But, I don’t panic because I’ve realized that’s the only way which must be passed. Since the quick rise of Facebook in 2004, Facebook Ads has been proven to be the best alternative channel to AdWord. The power of social community not only earns tons of money for the social media giant but also creates more opportunities for advertisers and opens a new era for digital ads. Facebook Ads is indispensable to every walk of life nowadays. The more you discover how their algorithm behind works and observe the nuance of each optimizing adjustment, the better you can take Facebook Ads campaigns to a higher level and bring explosive growth for your company or clients. \- Author: Edison Chen, Business Development Manager at Tagtoo ## The influence of AI on the digital ad industry is tremendous but the impact is limited URL: https://www.tagtoo.com/en/blog/The-influence-of-AI-on-the-digital-ad-industry-is-tremendous-but-the-impact-is-limited | Date: 2017-12-08 Summary: With the huge potential of AI being proven during Google DeepMind Challenge Match where a computer program beat the best Go player in Korea, AI is suddenly one of the hottest topics and believed to be the critical element in the next industrial revolution. ***Complete automation powered by AI may be possible but there still exists the need for people to supervise the AI’s work.*** ***\-- Tagtoo*** With the huge potential of AI being proven during Google DeepMind Challenge Match where a computer program beat the best Go player in Korea, AI is suddenly one of the hottest topics and believed to be the critical element in the next industrial revolution. Also, the advent of AI raises hopes in every industry that desperately desires for immediate transformation: one of the many being the digital ad industry. **The excitement** Most people in the digital ad scene are excited about AI’s emergence, thinking it might be the single most important innovation changing the future of the ad industry. A simple and practical use of AI on digital ads could be detecting fraudulent ad clicks and removing ads conveying sexual or violent message based on the click patterns and ad contents. In more advanced cases, AI can even turn real-time feedback into actionable campaign adjustments to help advertisers avoid unnecessary ad display. At first glance, the application on digital ad are everywhere. For example, there are creative development, data management, dynamic personalization, performance measurement, ad optimization and more. But, there, in fact, exists limitations in the use of AI. As powerful and versatile as AI seems to be, the scenarios of full automation powered by it in Hollywood movies could only appear in the future; or at least, not in the near future. **The myth** While it is undeniable that the massive adoption of AI may bring the entire industry to a higher level, the opinion that it may take all jobs away is widespread as it becomes increasingly popular. Nevertheless, this assumption may be partially correct. It is commonly believed that AI are capable of automating previously manual and time-consuming tasks, such as media buying and audience targeting. However, what it cannot replace is the emotional intelligence and strategic reasoning of human beings, which is the real difficulty. Campaign planning, creative designing, and copy producing are all the jobs that require advanced and complex thinking and involve an emotional element that is critical in stimulating desired actions. Even in applying today’s best technology, AI is still unable to produce a perfect and acceptable copy, not to mention a well-organized ad campaign. Therefore, it’s a false myth and unnecessary overreaction to boycott AI. **The fact** Nowadays, there is more smoke than fire in the application of AI in the digital ad industry. It is often an empty catchphrase media used to acquire people’s attention or a public relations stunt to emphasize companies’ abilities in propaganda campaigns. Those cases oftentimes happen when third-party AI vendors claim they can totally solve clients’ problems themselves. The truth is, however, for AI products to work, they need to be tailored to the client’s specific use. Simply put, the application of AI is the result of a program that receives the massive and intensive training through the use of machine learning. There is no one-fits-all AI. On the other hand, the term AI and machine learning are often misunderstood and are not interchangeable. To be more clear, AI is the broad concept that feeds machines with correct data and develops abilities to finish tasks in a more efficient way while machine learning is the training technique for AI that uses algorithms to process a great amount of data to make predictions. **The lesson** Despite the fact that AI is overly advertised for its outstanding competence, the application based on its current development is still extremely helpful, however limited, in terms of boosting productivity. For instance, ad performance calculation and multi-platform data integration and the likes of which take a tremendous amount of time and effort, would be greatly improved and optimized. Those scenes that marketers spend entire days on spreadsheets and manually type calculation formulas may become a thing of past. Now that the work efficiency greatly increases, marketers can better allocate their time for something more important and complicated, such as online to office campaign integration. These usually require meticulous analysis and ongoing brainstorming. With that said, the premise is built on the correctness of the data imported. Any biased data, no matter how serious the extent is, would have huge influences on the results AI deduces. Another unavoidable challenge, when embracing the power of AI, is the need for human supervision. One notable example is Tay, an AI chatbot released by Microsoft via Twitter. Originally, Tay was designed to hold normal conversations with online users and further train its communication intelligence through the interaction with human users. However, some users tried to guide Tay by intentionally starting to tweet politically incorrect phrases or racist-oriented message. Before long, Tay began to post inflammatory and offensive tweets. Consequently, Microsoft learned this cruel lesson the hard way and suspended Tay only 16 hours after its launch, realizing they had not provided Tay with a detailed understanding of inappropriate behavior and language. Whenever coming out with a new AI product in the market, it is wise to ensure no invisible loopholes exist. **The future** In short-term, AI won’t be taking jobs away in at least 5 to 10 years. In addition, we can be certain that many intelligent tools would be built on AI and would combine with creative teams to produce more desirable results. However, at some point in the future, complete automation powered by AI may be possible and the execution can be 100 percent robot. Even so, there still exists the need for people to come up with strategies and supervise the AI’s work. Humans still play a paramount role in decision-making. After all, an AI can’t think humanly and no AI, even with the best algorithm in machine learning, will ever match the intuition of a human’s thought. There is still a long way to go when it comes to AI’s complete displacement of human jobs. **The conclusion** Based on the thesis surveyed and experts interviewed, the impact of AI may remain limited at this moment. But, under no circumstance does it mean digital ad agencies can neglect the trend. What agencies should do instead is to boldly embrace AI and contemplate any other fields AI can be applied to. AI’s full potential will never be fully realized until agencies take more risks to experiment with technologies more aggressively. For now, it is unnecessary to think that your job may be replaced with the emergence of AI. Improving yourself by continuously learning new skills that AI is incapable of sounds more solid and practical. \- Author: Edison Chen, Business Development Manager at Tagtoo ## The reasons why I downloaded dating apps but no longer used them afterward URL: https://www.tagtoo.com/en/blog/The-reasons-why-I-downloaded-dating-apps-but-no-longer-used-them-afterward | Date: 2017-10-27 Summary: While dating apps was first introduced to Asia a few years ago, they have fundamentally changed the ways Millennials and Generation Z make friends. More and more that feature appealing functions of interaction spring up in an ever-faster pace. ***The underground culture developed by users is diverting dating apps away from their initial value propositions.*** ***\--Tagtoo*** While dating apps was first introduced to Asia a few years ago, they have fundamentally changed the ways Millennials and Generation Z make friends. More and more that feature appealing functions of interaction spring up in an ever-faster pace. Nevertheless, an underground culture that might undermine and distort the true value of dating apps is forming. **Making friends in a more effortless way** “I downloaded Tinder when I was studying in the U.S. Many of my close friends were using it, and it’s just so amazing that you can meet so many people who share similar habits with you,” Sarah, a vibrant and witty girl who has over 1,000 matches on her current Tinder account, shared with chuckles. ”I found Tinder very helpful in several ways also. For example, I could find someone to talk to whenever I was not in a good mood. I even met a guy who is a chemistry graduate and helped me finish my homework.” In fact, Sarah had three Tinder accounts and nearly 6,000 matches in total when interviewed. More importantly, that figure doesn’t include other dating apps, such as OkCupid and Paktor, based on her sharing. Unsurprisingly, she was also expecting to meet her Mr. Right when asked the purpose of wandering among those apps. But, she laughed awkwardly and emphasized that that was not the major reason. On the other hand, the answer provided by Andrew, who has several years of online dating experience, was much more straightforward and undisguised. He told me that dating apps were enticing because they take away the barriers of approaching girls and save a tremendous amount of time coming up with inoffensive jokes. “Those apps allowed me to have the chance to start conversations with those girls I didn’t dare to approach in person,” he continued. “ I had much more dating opportunities than before, which is something I could never imagine.” **Something goes wrong** Despite the fact that dating apps seem to deliver a positive message of meeting someone who fits your expected characteristics easily, the reality is not entirely true based on Sarah and Andrew’s experience. “Although there are some hot and nice guys on those apps, there are much more weirdos that start conversations with boring and old-fashioned openers. They boasted of the amount of money they have and which school they went. What’s more, I even met a couple of guys who started conversations by asking me out for hookup, ” Sarah explained with a frown. On top of that, she pointed out that the user compositions in Taiwan and other Asia countries are becoming similar to the U.S in terms of intention. More and more males download dating apps simply because of looking for hookup. Matching a genuine guy without sexual intention seems to be precious and rare to be found. With that said, there exist disturbing issues for male users as well: one of them being the fact that guys oftentimes are unintentionally neglected because girls are bumped with tons of messages and don’t have time to answer back each by each. According to Andrew’s past experience, he could only get one reply out of three girls he matched. Worse still, the fraction would become lower if you exclude those short and non-verbal responses, such as an emoticon or a sticker conveying confusing messages, or the surprising replies that consist of sexual trades. “No matter how hard I tried to make my bio and pictures look appealing and perfect, the likelihood of getting girls’ response is roughly the same, ” he said with a shrug of his shoulders. “ I can not help but feel that some of those girls I matched are not human beings but robots created by dating apps.” **The spread of distorted values** As far as Sarah is concerned, the quality of the dating community is the main cause that held her back. In fact, Sarah did make a boyfriend on dating apps and still used them to make new friends when she was in a relationship. But, increasingly, guys only have sexual intentions in mind and, less and less of them are willing to spend time having casual talks and hanging out like a normal date. That phenomenon is exactly the reason why she has thousands of matches but still feels extremely empty. Hookup boys, all of a sudden, become the dominant majority in dating apps. “In the beginning, I only thought that matching hookup guys might rarely happen in Asia because Asian culture is relatively conservative in terms of sex. But, I was totally wrong. More and more were looking for that solely…. Honestly speaking, that has become oral harassment and offended me,” Sarah said. As to Andrew, the reason that makes him leave away from dating apps lies in the appearance-based competition. More precisely, it is a lot like “winner-takes-all” game. Only guys with handsome faces and six packs abs are qualified to become remaining players. That is, although those apps significantly remove the barriers and shorten the gaps between guys and girls, the essence of winning the favors of girls remain unchanged and is not quite different from real society. “I hate to say this but that’s true story. In the virtual world, dating apps, the way you look is the major criteria for girls to hang out with you,” he continued. “Basically, humor and jokes that make girls laugh don’t work well either.” **Accept the unfairness to see a bigger picture** Even though they both have the unpleasant experience on dating apps, they still acknowledged the innovation and convenience brought by dating apps. More notably, Andrew further shared insightful and valuable lessons learned from his years of online dating experience before I wrapped up the interview. He told me that many males were addicted to dating apps because of unrealistic expectations for getting-many-date or -hookup things. The only way out for them, including precious himself, is to realize the the nature of biology. “In terms of evolution, girls just have the inherent power to choose whom she’d like to continue conversations, ” he said at ease. “It’s unfair but that’s how evolution works. The essence of approaching girls wouldn’t change even though the scene is moved to the virtual world.” “We, males, should take dating apps as a supplement, rather than the only source to meet and approach girls,” he pointed out. **A glittering but collapsing community** Actually, what happened to Andrew and Sarah might become a vicious cycle for dating apps, or the whole online dating ecosystem, to paralyze their business. Girls get scared away because of non-stop sexual harassment and guys quit dating apps due to the indifference of girls. There is no doubt that their cases are not the single contingency but the microcosm of the dating community. Given that dating apps have long been rumored that none of the existing players have come up with proper ways of monetizing, that situation might become worse if there are more competitors emerging and the sex-oriented culture keep developing in an unstoppable way. All of a sudden, making genuine friends online become more complicated and no longer easy. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Why is subscription model a double-edged sword for e-commerce retailers? URL: https://www.tagtoo.com/en/blog/Why-is-subscription-model-a-double-edged-sword-for-e-commerce-retailers | Date: 2017-10-18 Summary: In the past, subscription e-commerce seems to be exclusive to a select few. Netflix and Amazon Prime, for instance, are the two of the most notable pioneers in this concept. Their backup of tons of resources accumulated in the past decades smoothly assisted in transitioning to this business model. ***While subscription seems to be a lifesaver, the devil is in the detail.*** ***\-- Tagtoo*** In the past, subscription e-commerce seems to be exclusive to a select few. Netflix and Amazon Prime, for instance, are the two of the most notable pioneers in this concept. Their backup of tons of resources accumulated in the past decades smoothly assisted in transitioning to this business model. The scenario, however, has changed dramatically nowadays with massive shifts in consumer behaviors and increasing maturity in e-commerce development. Subscription economy, all of a sudden, is becoming the future of e-commerce and is no longer an exclusive club. While there are some obvious and irresistible advantages of adopting the subscription model, there are also downsides and pitfalls when you look closely into the details. **Focusing on the wrong metrics** The subscription model is a great pricing structure for overall development on company growth. The benefit of foreseeable recurring revenue, better stock management, and predictable shipping cost all offers a strong power to maintain financial stability, not to mention the upfront payment on forward renewal is great for cash flow if you’re looking for future investors. But, that is a common pitfall if you are enticed to the subscription model simply due to the aforementioned benefit. Oftentimes, e-commerce retailers only focus on the metrics that have direct relation to revenue, such as the number of subscribers and the amount of money generated from each subscription. Nevertheless, none of them have significant insights on the long-term growth trajectory but the superficial representation of short-term surge in revenue only. To be more precise, the real metrics you should be looking into carefully are customer lifetime value (CLV) and churn rate since subscription model has certain purchase period and is highly correlated with the quality of subscribers. A great group of subscribers obviously has higher CLV and lower churn rate. In other words, how long customers are willing to stay subscribed is a lot more meaningful than the number of trial customers. **Products attributes matters** Low entry barrier, in terms of product offering, is another advantage of adopting the subscription model. With products ranging from daily necessities to fresh produce, subscription-based e-commerce has been proven lucrative for a wide range of offerings. There is unlimited potential because there still new niches waiting to be discovered. Simply put, the idea can almost apply to any product of different kinds. But, under no circumstance does it mean every products category can work well with this model. Actually, considering the essence of product attribute is the key and avoid unnecessary mistakes. Product accessibility and exclusivity, for example, are two critical points. The former decides how much extent the product offerings fit the subscription model and the latter determines how customers would feel when receiving the products. A good balance of both will make the product more likely to become viable and successful. The massive emergence and closure of beauty box is the best case study. In terms of accessibility, since people can effortlessly reach a batch of free quality samples in any of cosmetic and drug stores nearby, It may seem unwise to pay extra money via the subscription route. In addition, in terms of , the cosmetics and skin care product in the beauty box is not unique at all. Unsurprisingly, most recipients of the beauty box don’t find it worthwhile nor special. Ultimately, it turned out most of them died off or were bought off. **Subscribers have more power** Combining the rising concept of owning outcomes rather than assets also help grow subscription model rapidly. Moreover, the use of credit card on the subscription model is a great power of facilitation as well because everyone is now happier and more comfortable to use credit cards online. You don’t have to place an order all the time— it just turns up. The redefinition of purchasing, with the introduction of subscription to e-commerce, greatly alleviates the burden of ownership and quickly strikes the current business landscape. It is especially true for millennials because they care more about experience and convenience. However, the water that bears the boat is the same that swallows it up. What makes subscription popular is exactly what makes it vulnerable. A viable subscription e-commerce is highly based on customer-centric strategy— in most practical case, giving customers the liberty and right to cancel anytime they would like to. In other words, this somehow makes it unfavorable for e-commerce business because much more effort and resources might be required to instill into customer relationship management as compared to the transactional economy. While some may claim they can maintain customer’s subscription by intentionally playing tricks on general terms of purchase or automatically extending the service without notification, all of them are extremely short-sighted and could become the sparking point that leads to the rapid collapse. **Customers are pickier** The element of surprise and uniqueness is what keeps subscribers coming back. They are the cornerstone and the value proposition for the vast majority of subscription e-commerce. Although some common tactics often include handpicked selections and exclusive curations, what most subscription e-commerce business are trying to do, to be fair, is manifest the exclusiveness and elaborateness of their offerings and make subscribers feel being cared. On top of that, elaborate education and knowledge on the product is another driving factor, a great plus, to retain customers because most customers rely on professional guidance to understand the science and art behind the products. Besides, the learning process can make customer stay more engaged and, further, develop loyalty to your brand. But that is not always the case. Most of the time, it is easier said than done. The truth is that customers are extremely hard to be pleased. A successful subscription e-commerce not only requires the excellent vision on subscribers’ taste of different kinds but also the ability to boldly make a right judgement call that ultimately would win the customers’ favor. It is a lot like gambling— every move matters. You will be one of the remaining winners as long as placing your bets on the right side, otherwise an overnight failure is a matter of common occurrence. That is a true story for too many startups that was ready to scale but was forced to shut down then. **Roles changed** All in all, moving from one-off transactions to a subscription model means you move from a selling relationship to a service relationship. Since you and your customers are much closer than ever, traditional ways of customer relationship management may not work well here. Your customers will have a greater expectation on what you will be delivering to and you are no longer just a product seller but a well trusted and professional supplier. You are more like a friend who understands their demands and unfulfilled needs. Making them feel satisfied and happy when receiving the product is always your first priority. After all, a successful subscription e-commerce is built on a long-term relationship with customers. But, what makes you jump into could also be the poison that paralyzes the entire business. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Why startup is not as glamorous as you think? URL: https://www.tagtoo.com/en/blog/Why-startup-is-not-as-glamorous-as-you-think | Date: 2017-09-01 Summary: There is a growing trend in media and press that only talk about the bright side of startups. They love covering the romanticism of the start, new milestone of expansion, or latest fundraising round. The finish is also the eye-catching topic with merger and acquisition deal( M&A), initial public offering( IPO), and bankruptcy frequently hitting headlines. As a result, the majority of the coverage attract thousands of, or even more, young enthusiasts to join the startup scene that is challenging and unpredicted. ***Chasing the wonderful dream of startups and the overnight success is unrealistic.*** ***—Tagtoo*** **Pithy headlines that mislead** There is a growing trend in media and press that only talk about the bright side of startups. They love covering the romanticism of the start, new milestone of expansion, or latest fundraising round. The finish is also the eye-catching topic with merger and acquisition deal( M&A), initial public offering( IPO), and bankruptcy frequently hitting headlines. As a result, the majority of the coverage attract thousands of, or even more, young enthusiasts to join the startup scene that is challenging and unpredicted. While it is fantastic to see new faces with energy instilling into the startup scene which is reaching the plateau, most of those freshmen do not fully realize what the road ahead looks like. More precisely, they jump into startups mainly because of pursuing the get-rich-quick dream, desiring for working for themselves, and craving for being under the spotlight. All that is just like a modern gold rush but, this time, the circumstance is far harsher. Unsurprisingly, most of them can not grapple with overwhelming challenges due to the lack of clear mission toward their company, empathy with customers they serve, and, most importantly, the commitment to risk, let alone perseverance and resiliency. Their failure can all be attributed to “the messy middle”. **The messy middle in every startup** The messy middle which, in startup language, refers to untold stories and unreported difficulties in the process of building a startup. There are a great number of obstacles and struggles of different kinds deterring founders from making the correct decisions and moving forward to the right track. Notable examples include internal conflict with co-founders, missing the product-market fit, and etc. Despite the fact that some of the mistakes are avoidable, there is something unexpected more or less catching off startup founder guard randomly. In other words, the messy middle is a stage in a startup where every founder must experience. According to Scott Belsky, an early-stage investor of Uber and Pinterest, in an interview with Business Insider, there are two critical factors determining whether a startup can survive from the stage: endurance and optimization. Building a startup is always lonely. It requires remarkable endurance. In most cases, nobody really understands what you are doing and busy with. It is an incredibly long path with criticism and hassle showing no sign of stopping. The lack of financial reward and spiritual compliment and the disorientation in finding the right trajectory is a common situation to meet. That is, the strength of your mind, in essence, is the defining factor of the startup lifespan. Constant optimization, on the other hand, is the key to accelerating the process of the messy middle. Making what does not work working, optimizing the good to become better, introducing productive ideas to stimulate superior approaches are classical examples that showcase startup founders’ effort to transform the current development to a higher level. The optimization does not refer to a concept all. Instead, It represents a series of persistent executions. **Cases Study 1: Tinder** Sean Rad, the founder of Tinder, experienced similar issues while developing the most successful dating app. Incredible and outstanding as the company’s growth curve was under the lead of him, a young and ambitious entrepreneur, Sean Rad was asked to step down from CEO role due to the board’s suspicion toward his capability of running an increasingly big company and his experience of making the right judgment call. In addition to that, he was just bumped by a series of awkward conflicts with respect to increasingly blurry line of accountability with other co-founders previously. This two undesirable incidents made him fall into depression and doubt himself about his entrepreneurship and leadership. Thankfully, he recovered shortly after resetting himself back to the beginning of building Tinder. Most importantly, he realized that what really matters is not the title and money but the love and passion for what he is doing. An adverse situation turns out becoming the best harvest. Although he is no longer the man running the ship, he now helps run parts of the company as chairman with a better understanding of original intention. **Case study 2: Buzzfeed** Buzzfeed, a social news and entertainment company, had trouble generating steady revenue from native content at the beginning. While their branded content, such as news and quizzes, is extremely quality, it was not going viral as planned most of the time. Take videos content for example. Those appealing video didn’t perform very well on both Buzzfeed site and Youtube to generate enough revenue. After much effort and resource was dedicated to inspecting the cause, they discovered there was a shift in user behavior— audience is moving from the traditional channel to social networks. More explicitly, online users prefer to read content on Facebook or Twitter. What is more, they found the very critical disadvantages of banner advertisement— relatively interruptive in mobile devices and requiring getting users to another site. On top of that, with more and more people becoming addicted to mobile phones, there was no reason to work against consumers’ desire of digesting content in a user-friendly way. Therefore, they started putting content on Facebook to see if there was any magic happening. Of course, it was a very wise decision, making Buzzfeed the first to capitalize on Facebook in a really meaningful way and helping them receive billions of content views on the social platforms since then. **The truth of building startups** Startup is hard and certainly not glamorous. It is a lot like video games. It would not be fun if the video games are not challenging and difficult at all. The hardship and struggle are the best part of the startup and undoubtedly the greatest reminder of why you are doing this startup and what the most paramount value is. You should not jump into startup scene if you can not endure and withstand the overwhelming stress. The process of actually building a company with viable product and services can take a really long time and paralyze you. It is an ongoing journey and never ends. Only when you are extremely passionate about what you are doing can you enjoy the process and have that little chance to exit. Chasing the wonderful dream of startup is unrealistic. All of existing startups, whether have existed or remain struggling to find a niche, have countless untold stories that full of sweat, tears, and mix of all kinds of emotion behind the limelight. Are you considering building a startup? Think twice! \- Author: Edison Chen, Business Development Manager at Tagtoo ## How does digital marketing strategy enable you to find a true love? URL: https://www.tagtoo.com/en/blog/How-does-digital-marketing-strategy-enable-you-to-find-a-true-love | Date: 2017-08-01 Summary: Looking for the Mr/Ms. Right is hard. The complicated process requires favorable climatic geographical and, the most importantly, human conditions. The process also takes a series of stages. To the vast majority, it seems that one can only meet the aforementioned by praying for God and relying on the sheer luck. ***Building a relationship is never easy. But there is a way to accelerate the process.*** ***\--Tagtoo*** Looking for the Mr/Ms. Right is hard. The complicated process requires favorable climatic geographical and, the most importantly, human conditions. The process also takes a series of stages. To the vast majority, it seems that one can only meet the aforementioned by praying for God and relying on the sheer luck. Full funnel marketing, on the other hand, is easy to understand and carry out. The new and rising digital marketing strategy simplifies the way to accomplish a sustainable ad campaign and segment the process into different part of the funnel, providing a clear directional guidance. At first glance, they are seemingly unrelated. But, they may spark off the best match when meeting each other. More precisely, the implementation of full funnel marketing might be able to help accelerate the lengthy process of building a relationship. **Pre-campaign management** The necessities one must know before jumping into the process are to have a realistic plan and rational understanding. Setting up clear goals for different stages is the first priority and a must. For example, you would probably fail if you ask a girl out whom you haven’t spoken any words with. You should prioritize catching her attention in the first place rather than dating. The same theory is also similar to managing the digital ad campaign. It’s better to start with a CPM campaign to build up brand image and increase brand awareness when advertisers just start an ad campaign. It may sound unrealistic and unsophisticated if advertisers ask for CPA pricing model but the collected data has not accumulated to a level where system algorithm can effectively optimize. The second thing is to understand the very critical essence of two elements that lead to a viable ad campaign: ad score and bid strategy. Ad score, which has a high-degree relation with quality of creative, is a metric that allows advertisers to identify the overall audience’s acceptance. Only by improving the quality of the banner photo and the copy can ad campaigns deliver an impressive and persuasive message to viewers. Likewise, one should pay more attention to choose the right outfit and learn different ways of seeking in order to leave a great impression and stand out. Bid, the amount of money advertisers can afford to buy the placement, is equivalent to the time one willing to spend on each stage. Placing a bid at a relatively high price is definitely not the thing advertisers would like to see while they can not win the auction if the bidding price is not competitive at all. In other words, the key is to consider how much your commitment and resource is and stop if the prospect ahead is not favorable. **Qualified lead** The very first step in the strategy of full funnel marketing is to filter out the qualified lead or, more clearly, candidates. Feasible approaches include eliminating people who don’t fit your demographic profile, people who are already in relationships, not within your geographic area, and acceptable age range. The right audience will determines whether you can make it or not. Audience matters. Soon after acquiring the group of qualified candidates, the game just starts. The way of sending out your message is different in each stage. On the top of the funnel, these are usually broader messages that align with your values and beliefs, make them feel impressed, and quickly catch their interests. After all, the first impression counts. Notably, at the onset of the interaction with these qualified candidates, you should leave more space for them. Under no circumstance is focusing on your features and personal life a wise tactic. Instead, paying attention to their individual obstacles, desires, dreams, wants or fears can lead to more ongoing conversations. Meanwhile, you have the better chance to understand them more and figure out how to get closer to them. **Homepage visitors** Congratulation to you if you have found the audience who are interested in interacting with you! Entering to this stage also means you are on the half way to get a conversion or, in my language, build a real relationship. Once they become homepage visitors, your entire goal is actually simple: getting your prospect interested enough to respond back. That is it. You will keep trying to impress and seeing what each other have in common. Just iterate until they are ready and become more serious with you. However, you should know what makes them tick before taking any practical action. While a sense of humor, most of the time, is one of the best ways to stay engaged, it doesn’t work every time. Neither does those cliched topics, such as pets or favorite books, would make them feel enjoyable in every conversation. There is no one-fits-all approach. Moreover, over-actively sending out messages is totally not a great way, nor is talking like a robot. On top of that, one fact that you should bear in mind is that we tend to go extremely formal when texting on social networks, which significantly reduces the emotional element that makes talk livelier. Of course, we have no issue of speaking in a causal tone when talking face to face. But this problem is becoming extremely frequent when the majority of our interactions happen in the virtual world. **Product visitors** It is another big milestone if you turn homepage visitors to product visitors. Keep going! At this moment, they see you more like a friend rather than a stalker since this group of the audience knows who you are and respond well to your messages. Clearly, they have shown a strong interest in you and subconsciously want to go further a little, which creates an excellent opportunity to flirt with them and ask them out. In the practice of full funnel marketing, advertisers can deepen the relationship and accelerate the process by offering special giveaways or limited promotions. This approach is similar in love. Long walks at a leisure park, deep talks with mental exchanges, and home-made dinner are all the classical and adoptable means. Exciting as it may sound, this is, in fact, the make-it or break-it moment. Actually, there are many micro-stages behind. Initiate-checkout and add-to-cart, for example, are one of them. Nevertheless, it is because of this stage that makes it the most challenging. Anything wrong in that micro-stages can all become the last straw that breaks the camel's back. They may feel annoyed and lose interest rapidly once your intention is disclosed too obviously. Consequently, taking charge of the developing circumstances and controlling the tempo of the game is the key. Usually, this stage often repeats(in terminology, it refers as remarketing). Despite the fact that you might date multiple people at the same time or multiple people in your lifetime, it’s all part of the qualification process. It takes tremendous effort and time to close the deal. **Clients** Finally, here comes the final stage when the deal is done. Yes, you make it! But, under no circumstance does it mean it comes to an end. Instead, it’s another start. A successful advertiser should always stay engaged, so should those who would like to build a real relationship. More specifically, a long-term relationship with either customers or your love all needs extra care and more energy to manage. After all, they know about your value and story than any one else and have higher tendency to make a purchase again. At full funnel marketing, we can not help identify who your true love is. What it can offer is to help you capture the necessary marketing metrics you need to be measuring through the entire sales cycle and, furthermore, tightly connect each different stages to become a consistent process. It is powerful in digital advertising, so is in building a relationship. \- Author: Edison Chen, Business Development Manager at Tagtoo ## How does Facebook Live that melds with shopping work in Taiwan ? URL: https://www.tagtoo.com/en/blog/How-does-Facebook-Live-that-melds-with-shopping-work-in-Taiwan | Date: 2017-07-02 Summary: It has already been more than a year since Facebook Live was launched. The coming of live streaming doesn’t merely mean a new feature for celebrities or journalists to engage with their fans or followers. It actually creates an opportunity for people who desire to become influential and make an impact on their online community. ***While live streaming is now the most popular channel to reach audience, what the spark will be like when Facebook Live melds with shopping?*** ***\--Tagtoo*** It has already been more than a year since Facebook Live was launched. The coming of live streaming doesn’t merely mean a new feature for celebrities or journalists to engage with their fans or followers. It actually creates an opportunity for people who desire to become influential and make an impact on their online community. As for traditional retailers, on the other hand, it means more than that. Despite the fact that most of their business doesn't catch up with the coming of digital age and most of them don’t even know how to manage fan pages well, the easy-to-use feature of Facebook Live is exactly what they desperately need to reconnect their business to picky customers, assisting themselves to get to the second summit in their career. **Game rules** Based on the way audience purchase their wanted items on Facebook Live, there are two types that become increasingly popular among online sellers: bidding system and direct purchase. Bidding system, as what it means literally, indicates audience can purchase items by winning the bid. Putting a bid, due to the inherent limitation on Facebook live video, is through making a comment with numbers representing their bid. Unprofessional as compared to real auction houses as it might be, it allows anyone to join the auction regardless of the social status and income level. More importantly, it evokes the audience’s memory, mostly older millennials, toward street auctioneers in traditional markets and night markets in early times. Direct purchase, on the other hand, means audience on live streaming can buy products at a fixed price without bidding. As features of products are lively and detailedly stated by the channel host, it further encourages the happening of impulse purchase\[BB2\] . More precisely, since some prospects might not be willing to join bidding process, this purchasing method provides them with an easier and faster access to make purchases. A mixed type of the both aforementioned is also widely adopted, depending on what kinds of product are being auctioned. **Product categories** Up to now, there is a great assortment of products presented in front of audience’s eyes. From fashion and beauty products in the early stage to the emergence of high-end furniture collection and luxury jewelry currently, almost everything can be sold through live streaming. Most notably, high-class seafood and meat, such as hairy crabs and Angus rib-eye steak, are becoming increasingly sought-after products catching the public’s attention. Broadly speaking, these products can be roughly classified into two categories based on profit margin. High-profit-margin products, premium designer handbags, for example, are sold mainly in the means of bidding. Surprisingly, these luxury goods awaiting auction are rarely ended with nobody bidding due to the fact that most products are auctioned at an extremely affordable price, rapidly attracting thousands of online viewers to join the bidding. Sometime, the audience can even ask for more additional bonus, such as free shipping and delicate packaging. “We didn’t lose anything even though those Rolex’s stainless steel watch and Prada’s leather handbags were sold only at half of its original price,” said an insider with the knowledge in running live streaming auction business and requested anonymity. “We can easily break even by selling other less premium products. Also, the most important thing is both of our online and offline sales see tremendous growth in revenue thanks to Facebook’s live streaming.” Low-profit margin product, alternatively, is sold in the approach of direct purchase oftentimes. In fact, live streaming furnishes sellers with a brand new channel to engage the audience. More explicitly, the special and amazing interaction experience brought by live streaming is what traditional infomercials couldn't compete with. Live streaming a products' demo and unboxing is undoubtedly taken to another level and significantly augment purchasing enthusiasm. Within a short time, these live streaming sellers, usually ordinary and not famous, became the hottest star on social media platform, aggregating a huge number of loyal fans and followers in a blink of an eye. **Key elements to stand out** With the climate of live streaming forming an invincible momentum, several indispensable elements resulting in an impactful and successful live shopping campaign gradually become clear. Influencers, referring to online celebrities or experts in a certain field, play a paramount role in the live streaming process. Given the trust the public has in them and their positive and professional public image, their words carries enormous weight. On top of that, their fame and popularity allow product sellers to reach a very large audience across online community, creating a striking synergy that contributes to a successful live streaming propaganda. On the contrary, suppose product sellers need to host campaign alone and be the mainstay because of limited budget, creating an appealing and vibrant interaction is the key to triumph. One of the most compelling examples is the reappearance of street auction; this time, however, it appears on the stage of Facebook Live. Traditional street auctioneers, with their hilarious way to entertain audience and dumbfounding skill of speech, catch the waves at a perfect timing and meet their long-awaited career peak, resurrecting the long-lost street auction. Exclusive giveaways and limited-time offer, widely carried out in sales strategies, are another common but integral element. By doing so, it not only relatively accelerates the process of live streaming, since audience is not patient usually, but also significantly decrease time spent on thinking whether buy or not, giving rise to the conception of “I’ll kick myself later if I don’t buy it now”. Simple and straightforward as the element is, the outcome is exceptionally fantastic sometimes. The exclusive and limited-time offer is exactly a perfect illustration. Last but not the least is the arrangement of sleeping cells, who remain active during the entire campaign and pretend to be an enthusiastic audience. Outstanding and impressive as some of the live streaming performances are, the majority of campaign results don’t come out as strikingly and prominently as planed. Most streaming viewers are passive, timid, and are inclined not to be the first one putting in a bid or starting conversation. Consequently, such an arrangement of spies, sleeping cells, that infiltrate into audience can effectively invigorate the beginning of live streaming and avoid occasional awkward silence. **The advantages** In fact, the rise of live streaming shopping comes with some reasons, physical cost reduction being one of the most decisive factors. Owing to the inherent advantage of live streaming, online sellers are able to do live streaming with their smartphone camera almost everywhere as long as there is access to the internet. Moreover, this advantage of convenience greatly reduces the entry barrier for the traditional physical store owners, who merely focus on offline sales only, to show up their online presence and create their own online community with a click on the live button. Some even claim preparation for everyday business hour in the physical store seems redundant and taking much effort but gaining little avail in terms of profit. Furthermore, the real-time online interaction between sellers and viewers is another benefit of adopting live streaming in shopping. In contrast to most recorded product video clips that are static and unable to make changes in response to viewer’s reaction swiftly, the audience-oriented feature of real-time online interaction gives more flexibility to make adjustments to meet viewers' ever-changing and diversified taste and creates an unprecedented entertainment experience. More specifically, this advantage just exactly makes up for what it lacks in the regular ads videos and infomercial. Finally yet importantly, leveraging live streaming well, especially on Facebook, gives followers a better understanding of seller’s business, helps build customer loyalty, and demonstrate seller’s unique value proposition. It is also reported that viewers spend more time on Facebook Live than any other type of Facebook content. Despite the fact that not every viewer would buy products showcased, they may someday make their first purchase ultimately and become loyal fans as long as sellers stay creatives and appealing in running live streaming campaign. Perhaps, “15 minutes of fame” will come true soon and extended to even longer times. “It’s unbelievable that our sales revenue has almost doubled since the use of Facebook Live,” said a toy retailer in the interview, chuckling to himself. “Live streaming is such a powerful platform that I’m even considering shut down my physical store and focus on Live streaming auction.“ He continued to share that the biggest reason why he loves Facebook Live so much is that there exists no temporal and spatial restriction. **Issues** While the use of live streaming in selling product seems flawless, there actually exist issues regarding tax, fraudulence and potential shopping dispute. Tax evasion is one of the frequently reported issues. Thanks to the lack of payment gateway on Facebook Live and the fact that most transactions are carried out behind the scene, conducting a tax investigation become a thorny problem to handle for taxation bureau. In addition, the incomplete regulatory system leaves a gray area for people with a bad intention to seize the opportunity to take advantage on. Even until now, the administrative unit has not come up with a better solution and can only solely rely on taxpayer volunteering to file tax returns to levy the necessary tax. Fraudulence, similarly, appears in live streaming shopping occasionally. The emergence of knockoff and counterfeit, luxury items, in particular, shows now signs of stopping due to tempting profit margins and advanced and mature manufacturing techniques that make unauthorized products look extremely genuine. Customers may fall into the trick easily when coming across the fake product on auction at an irresistible price. Most importantly, buyers don’t realize the ugly and appalling truth until the deception is disclosed. The appearance of shopping disputes, additionally, comes out as a result of the inherent defect in Facebook Live. That is, the incompleteness in the payment gateway on live streaming shopping. Although Facebook launched a new feature allowing users to transfer money on Messenger in 2015, this payment system currently is not open to Taiwan. The underlying imperfection forces retailer to turn to traditional payment methods, such as cash on delivery and bank transfer service, which possibly cause shopping dispute because the transaction is not completed at once. Customers may regret their purchase and refuse to finish the payment, causing consumer disputes, one after another. **Other existing players** Apart from Facebook Live, there are two other local live streaming platforms, LIVEhouse and Funoo, that are popular in Taiwan and are targeting different segments of client respectively. LIVEhouse, founded in 2013, is the biggest local live streaming platform in terms of scale. Special Services, including studios rental with filming equipment and consultation on content planning with support from groups of professional, are exclusively served for clients, based on their official website. Currently, they tried to expand their presence in the live auction by cooperating with one of the most famous jewelry appraisers, A Bang Shih, in Taiwan. Even though the performance was not revealed, their ambition toward live streaming shopping is obvious. Funoo, another Taiwan-based live streaming platform, was officially launched in this April. In comparison with Facebook Live and LIVEhouse, Funoo is the first platform aiming for providing one-stop service for clients by integrating payment gateway, logistical system, and other necessary services. So far, they have built a partnership with several large corporations, actively holding public lectures to build brand awareness. **Future** While the development of live streaming shopping moves forward at an ever-increasing pace, the entire industry is still fragmented and under formation. We are not sure whether it is just a short-term fad or a revolutionary progress or not. But, live streaming shopping will undoubtedly spark another fierce battle in retailing. \- Author: Edison Chen, Business Development Manager at Tagtoo ## A brief overview and dissection of DSP and programmatic buying -- past, present and, future URL: https://www.tagtoo.com/en/blog/A-brief-overview-and-dissection-of-DSP-and-programmatic-buying-past-present-and-future | Date: 2017-06-17 Summary: Although there were twists and turns in the development of DSP and programmatic buying, it’s undeniable that their appearance opens up more opportunities for advertisers. ***Although there were twists and turns in the development of DSP and programmatic buying, it’s undeniable that their appearance opens up more opportunities for advertisers.*** ***\-- Tagtoo*** **Period of technology triggers** The rise of demand side platform (DSP), a system that allows the management of multiple ad campaigns in different channels through one interface, and programmatic buying in Asia started a few years ago. It was a time when digital ad industry saw the sophistication in ad techniques and people desperately chased the best ad techniques. However, those widely adopted ad techniques no longer satisfied advertisers' huge appetite for greater profit. They were craving for something more powerful and more attractive. Surprisingly, the emergence of DSP and programmatic buying came at a perfect timing and, in the wink of an eye, became the star of tomorrow in the digital ad industry. More precisely, it created a win-win situation. In terms of publishers, they could monetize the surplus inventory by connecting to previously unreachable advertisers. On the other hand, unlike traditional media buying, programmatic buying focuses on audience-oriented targeting methods to avoid unnecessary and inefficient ads display, which strongly found favor in the eyes of advertisers. This outstanding solution fixed the longstanding defects existing in other ad techniques, revolutionizing the entire industry. While DSP and programmatic buying seem perfect and flawless, the overall development actually didn’t go smoothly as planned. **Peak of inflated expectation** The opportunity of creating higher profit determined where a new company might be. In such an increasingly competitive industry, more and more companies scrambled for a piece of the action. Companies boldly claiming the capability of programmatic buying sprang up like mushrooms, signifying a bright picture and a vibrant ecosystem. Nevertheless, the problem worth noting is that not every advertiser or advertising company fully understands what programmatic buying is. For example, an ad network could fake itself as a DSP by segmenting placements inventory it owns based on media attribute. Worse still, there are more recklessly asserting their authenticity of DSP even without any resources or connection with Ad Exchange or ad network. In a broad perspective, the great prosperity of DSP seemed a bubble in the ad industry. While the advent of DSP and programmatic buying make advertiser believe the new techniques would bring ad performance to another level, there indeed exists common misunderstanding and misconception toward this ad technique. **Appearance of hat potato** In the past few years, tracking online ad campaign was a piece of a cake. The static display placement made it easier to check where advertisers’ ads had appeared. The total transparency not only significantly reduce suspicion toward undesirable traffic but also burgeoned mutual trust for publishers and advertisers. However, ad tracking becomes a hot potato to handle with the coming of programmatic buying. Despite the fact that the striking versatility to different platforms and massive reachability to millions of websites are mostly highlighted, the lack of visibility is challenged and castigated. That is, advertisers can only rely on post-campaign reports to identify where their ads had gone. Now that real-time tracking is inaccessible, it somehow leaves room for deception to creep up and it allows people with vicious intention to take advantage of this situation. To be more precise, non-human traffic, including scrapers and spammers, is commonly observed. Massive traffic from online gambling website or adult website is also frequently reported, which is not what advertisers would like to anticipate. Unsurprisingly, the endless duplicitous incident rapidly cast a shadow over the entire ad industry, causing a big loss in advertising companies' reputation and devastating advertisers’ long-standing confidence. **Misconception of precise targeting** One of the popular misconceptions toward programmatic buying is precise targeting, a term often exaggerated excessively. Precise as it is called, under no circumstance does it mean ads can be delivered to audiences who is extremely likely to make a purchase right away, nor does it indicate performances of every ad campaign would absolutely exceed the ones with non-programmatic buying. More clearly, precise targeting theoretically only guarantee audience seeing advertisers’ ad is basically selected under specific conditions, such as particular interests and certain age segment. Whether the audience is likely to buy products or download apps are another matter obviously. In addition to that, even performance-based ad campaign can’t target every audience showing a strong affinity for advertiser’s products or services precisely. The performance-based model requires a series of steps involving machine learning to optimize ad campaign by trial and error and further target the most possible audience. **Future forward trajectory** Programmatic buying is powered by data. The amount of data will not only determine how precisely you are able to target potential audience but also decide the remaining winner at the end of the fierce competition. The big picture, however, is never complete without the data from the offline world in terms of precise targeting. That’s especially true when most major advertising companies nowadays are holding nearly equal amount of data at the same level. In other words, the determining factor leading to the success will lie on the solution of data onboarding, the process of linking offline data with online attributes. In reality, there are many conflicting issues regarding data onboarding. Privacy dispute and data integration from different technology systems, such as ibeacon and wifi, and cross advertisers are all the thorny hindrance awaiting removal. More importantly, that is the area where every advertising company should work on in a short term in order to cement the leading position. **The potential transformation** The business model of DSP and programmatic buying is attributed to the information asymmetry. Their existence simplifies the complex process of ad auction and, furthermore, reduces the entry barrier for advertisers. But, there’s something undeniable all DSP companies need to face in the coming years. Sooner or later, all the campaign setting in programmatic buying can be done by advertiser alone. As more advertisers embrace the power of this ad technique and become familiar with it, the advantage, the so-called information asymmetry, would no longer exist. As such, it is expected that the business model would not be viable soon in the market. While it may look pessimistic ahead with respect to the future of DSP company, there might be one possible way out — the self-serve model might be the best replacement. With the developed infrastructure and established resources, advertising companies could take less effort to pivot to become solution providers, which also offers more flexibility and transparency for clients. **Looking forward** Notorious as DSP and programmatic buying might have become due to the aforementioned problem, the capability of delivering ads across platforms and to millions of websites should never be neglected. As both of them are progressing and transforming into undefeatable force, we can expect the DSP and programmatic buying will become the star of advertising undoubtedly. \- Author: Edison Chen, Business Development Manager at Tagtoo ## The boom of digital ads in Taiwan reveals a great prosperity in digital industry URL: https://www.tagtoo.com/en/blog/The-boom-of-digital-ads-in-Taiwan-reveals-a-great-prosperity-in-digital-industry | Date: 2017-05-12 Summary: 2016 was an amazing year full of surprises in the digital ads industry. For the first half of the year, according to a comprehensive survey conducted by a Taiwan-based Digital Marketing Association (DMA), digital ads spends statistically surpassed traditional TV ads expenses for the first time in Taiwan, hitting the history record and becoming the top ads display channel in terms of ads expenses. ***Taiwan’s strategic position is becoming more valuable for startups and ventures coming from the SE Asia and developed countries.*** ***\-- Tagtoo*** 2016 was an amazing year full of surprises in the digital ads industry. For the first half of the year, according to a comprehensive [survey](https://drive.google.com/file/d/0B_o2GwbW3-B_TVRCck1XR3dSc0k/view?fbclid=IwAR1NGCvk6SfMIGdbpTJUq6GLCaUfkaDhG-uNod55EMnhk-1EopHU3PMfoJU&resourcekey=0-WLSrKgadkLg1ZBkFL9pl7Q) conducted by a Taiwan-based [Digital Marketing Association](https://www.dma.org.tw) (DMA), digital ads spends statistically surpassed traditional TV ads expenses for the first time in Taiwan, hitting the history record and becoming the top ads display channel in terms of ads expenses. **The decline of TV and growth of mobile social** In the past few decades, traditional TV ads have predominantly dominated the marketing budget across almost every industry and have been the major channel to reach prospects. The surprising and overwhelming news of displacement struck the traditional media industry fundamentally, signifying the rapid advent of a new digital era. Traditional TV ads nowadays are increasingly notorious for the unspecific targeting methods and, especially in Taiwan, the unsatisfying and absurd TV series content. The ineffectiveness forces ventures to search for more productive solutions and, meanwhile, the low-quality content makes people turn to online content and seldom watching TV. With that said, the recession in traditional TV ads spends, plummeted by 12.5 % compared to last year’s statistics according to Nielsen Holdings PLC, comes as no surprise for some in the digital ad scenes. More precisely, the phenomenon is associated with the unusual affinity for mobile devices and social media. Take Facebook and smartphones for example. Taiwan has the highest Facebook penetration rate and nearly 95% of Taiwanese use Facebook, which obviously makes it a comparatively better channel to display ads. Accordingly, Taiwan has the highest smartphone user penetration of any country according to eMarketer’s search —73.4% of Taiwan's population use smartphones. From the astonishing statistics alone, Taiwan, undoubtedly, has become one of the leading “mobile social” countries in the world. The shift of the audience’s eye movement determines where marketers’ resource goes. Inevitably, the aforementioned results encourage marketers to allocate a relatively big amount of advertising budget to these two fields, social media, and mobile ads. They account for 31.2% and 68.5% of total digital ads spend, respectively, and are expected to keep growing in the following years. To be fair, digital ads spend flowing to video ads, which takes up 19.4% of the overall expenditure and is ranked third place followed by social media and display ads, actually shifts mainly from the displacement of traditional TV media. On top of that, the rising audience’s favor for video type content is also one of the defining factors leading to the growth of digital ads. Until now, the ad spends on videos is growing at an unprecedented pace, outpacing any other ad types. **The ongoing progression in programmatic buying** The rise of programmatic media buying, on the other hand, excites digital ads advocates as well. In DMA’s Annual Digital Ads Report 2016, programmatic buying accumulatively accounts for 26% of overall digital ad spend, showing a strong potential and momentum to rapidly dominate digital display markets in the future. Notably, the growth does not solely suggest the increase in figures nominally. In contrast, it implies the rising popularity and developing trustability toward the audience-centric advertising techniques enabling both advertiser and publisher to more efficiently buy and sell their favorable and desirable placements. What is more, with Google and Facebook sparing no effort in launching and updating new products, such as dynamic product ads, to optimize ads performance, the entry barrier to managing ads campaign is becoming relatively lower. More and more ventures and e-commerce alike are believed to embrace programmatic buying soon in Taiwan. **The underlying hindrance** Despite the fact that digital ads industry seems flourishing and progressing, there, in fact, exists a series of challenges awaiting for overcoming, one of them being post-campaign management. As reported by [insightXplorer](https://www.ixresearch.com/?fbclid=IwAR3fcUycP_f4xbzZuGPEj8mHdeay1Ru4TsKYINDY8IQYJFtC6b56J_zcG80), a market research consulting company based in Taiwan, nearly 50% of Taiwanese surveyees would do online research for the ads right after the content and information were exposed to them. The findings actually indicate advertisers should not only focus on the metrics in ads display results but also put comprehensive effort to create worth-staying navigation environment after audience clicks on ads. More explicitly, a complete ad campaign never ends until the audience becomes loyal customers. That being said, most Taiwanese advertiser do not manage the post-campaign well, making conversion rate remain stagnant. Another challenge worth noting is the increasingly widespread adoption of intrusive standalone interstitial and intrusive pop-up on digital mobile ads in Taiwan. This type of ad mostly compels website visitors to engage with ads that the close button is intentionally hidden and, most importantly, makes the website content inaccessible by covering almost the entire screen, greatly disrupting visitor experience. In fact, a few famous online portals and popular publishers are commonly observed to use intrusive standalone interstitial and are frequently reported to destroy the interfere with website navigation. Worse still, some with evil intentions direct visitors to an irrelevant website compulsorily by faking the close button when visitors try to dismiss. A majority of audience members all expressed these types of ads made them feel they were one more step away from the content they were looking for. Such feelings may deteriorate more if the ad content is not appealing and not what they are interested in. Some even launched a Facebook event to repeal the torrent of adopting intrusive standalone interstitial and intrusive pop-up. Needless to say, the above-mentioned cases which are unfriendly and extortionate are obviously shortsighted and deceptive. Thankfully, as Google confirmed rolling out the mobile intrusive interstitials penalty by lowering website rankings earlier in January, the foregoing situation may greatly alleviated and are anticipated to enforce websites manager to eliminate the use of those ad types eventually. **Laying a foundation in Taiwan** Located in the transitional territory between the developed countries, the U. S. and Japan, for example, and Southeast Asia, Taiwan’s strategic position is extremely paramount in terms of business expansion. As far as startups and ventures from the developed countries are concerned, taking Taiwan as a cornerstone to consolidate essential resources for expanding to Southeast Asia is a perfect idea because of desirable market size and high disposable income. Likewise, Southeast Asian startups can regard Taiwan as a field-testing site before boldly entering bigger and more mature markets due to Taiwan’s great similarity and tendency in industry progression with developed countries. The ups and downs in the Ad industry, to some extents, represent the current performance of entire industries. As digital ads growth continues showing no sign of slowing, digital-related industries, e-commerce, for example, inarguably will manifest a similar growing pattern, becoming the mainstream industry of the future. Indisputably. having a deep understanding of Taiwan’s digital ads industry will be the key to gaining a foothold in Asia and determine the final remaining winners in the fierce competition. \- Author: Edison Chen, Business Development Manager at Tagtoo ## KKday expands to Vietnam in a timing of Taiwanese Visa amendment enabling smoother interaction URL: https://www.tagtoo.com/en/blog/KKday-expands-to-Vietnam-in-a-timing-of-Taiwanese-Visa-amendment-enabling-smoother-interaction | Date: 2017-04-07 Summary: In September 2016, Taiwanese government passed a visa amendment based on President Tsai's Pedoman New Southbound Policy, aiming to partner with ASEAN to increase Taiwan’s international recognition and boost domestic economy. ***The sharp downturn in Taiwan travel industry are expected to recover again due to the modified Taiwan Visa Amendment.*** ***\-- Tagtoo*** In September 2016, Taiwanese government passed a visa amendment based on President Tsai's Pedoman New Southbound Policy, aiming to partner with ASEAN to increase Taiwan’s international recognition and boost domestic economy. A visa amendment is part of this policy. The amendment states that any Southeast Asian country with visas to developed countries such as Korea and Japan would no longer require visa to enter Taiwan. The policy relaxation is expected to stimulate a slumping tourism industry, which is largely due to a decrease in Chinese visitors, by attracting travelers from Southeast Asia. In the past decades, applying for Taiwanese visa was extremely difficult for most Southeast Asian citizens, except for Singaporeans, because of ingrained concerns about the illegal stay and unpermitted work. The stereotypical prejudice towards the weak economical development in Southeast Asia resulted in the longstanding stagnation in the mutual interaction for Taiwanese and those Southeast Asian countries, and Vietnam is no exception. "Most of Vietnamese hold a positive image toward Taiwanese and Taiwan. We love Taiwanese culture and desire to have a trip in some of the spectacular national park. The visa amendment just comes as a perfect timing," said Viet Tu Nguyen, Brand Manager of KKday Vietnam, in an exclusive interview. Before the policy amended the visa requirement, a Vietnamese citizen would have to go through a complex process in order to obtain a Taiwanese visa. The steps required official document, health statement, and labor contracts. And even if one followed all the steps, showed a strong financial background, and submitted all the paperwork, getting a visa was far from a guarantee. In most cases, these applicants would still be rejected. Notably, the number of Vietnamese visitors outbound to Taiwan increases significantly. The surge in the growth of Taiwan travel, in fact, starts with the appearance of local budget airlines, Vietject Air, more precisely, and the increasing expansion of regional airlines, prominently assisting in the transportation with other countries. Moreover, with more and more affordable flight tickets available, people begin documenting their travel experience online and writing blogs which share the invaluable tips and disclose inaccessible information resulting from the language barrier. With that said, it's believed that the visa amendment and new government's policy are the primary reasons leading the travel trend to an even higher level. Due to the loose visa regulations, Vietnamese visitors traveling to Taiwan has broken the historical record. Currently, planning a vacation to Taiwan is becoming one of the major choices and a sought-after experience for Vietnamese in terms of outbound travel, according to an insider with knowledge of Vietnamese tourism. Likewise, more and more Taiwanese travels to Vietnam, owing to the implement of visa on arrival in Vietnam and other policies aiming to attract international visitors. "One of the reasons why KKday choose Vietnam as a part of expansion plans lie in the great extent of similarity between Taiwanese and Vietnamese cultures. There are about ten thousand of Vietnamese immigrants living in Taiwan, acting like an evangelist preaching the amazingness and wonder of Vietnam,” she continued sharing the rationale. “In addition to that, the young demographics and attractive psychographics in Vietnam are the important determinants as well.” According to a research conducted by Google and Temasek Holdings, online travel spend in Southeast Asia will account for $76 billion. More than 70% of the population are younger than 40. Vietnam, of course, is within one of them, plus an amazing characteristic that juniors are more technology adept and craving for convenience brought by new technologies and creative business models. Nowadays, traditional packaged tours offered by travel agencies could no longer satisfy young people, millennial and Generation Z in particular. Also, the notoriously hidden cost and compulsory shopping activities in unbelievably cheap tour packages are often reported. What’s more, with the emergence of growing number of independent backpackers, which is made up of young adult mostly, across this region, the inflexibility in packaged tours deters young customers away and may become the last straw that breaks the camel's back -- lose trust in the traditional travel agency. Unsurprisingly, new types of travel agency springs up like mushrooms in response to the aforementioned phenomenon. Bold pioneers and the incoming entrants have been working on the innovation in trip preparation and information discovery, trying to make customer journey of travel closer to their real needs and optimizing their offering. The travel industry, in essence, is a cut-throat industry which scale and cost are the major factors determining the remaining winners. Nevertheless, under no circumstances does it mean small startup can not stand out in the fiercely competed market. With innovated product and differentiated service, there are still niche markets for startups to survive in the overcrowded space. "As a startup holding limited capital, we deeply understand the only way to be outstanding is to have an unfair advantage in your products and services. That's how you could compete with global enterprise or deep-pocket players. I have a strong faith in our offering and our unbreakable team." KKday's strength comes from its localization strategies. Firstly. KKday recruits local talents into its local management team to deal with all the business development. Next, the localized content is also something KKday take pride in. Even though creating unique and localized content for different countries costs more budget, KKday is determined to implement a real localization tactic by producing what local customers like rather than simply making a direct translation from the original content, which is not appealing to readers at all most of the time. From January 2016 to March 2017, KKday's fans number derived from Vietnamese on Facebook has accounted for nearly 10% of the total number, growing from 15k to 60k. The Vietnamese customers using KKday's platform has also increased by approximately sixfold during this period of time. "While everything ahead looks wonderful, I know we shouldn't feel satisfied. We will try our best to maintain the momentum and provide the best travel experience to our customer," told Ms. Viet Tu Nguyen in the end of the interview. ## 8 trends travel companies need to watch this year URL: https://www.tagtoo.com/en/blog/8-trends-travel-companies-need-to-watch-this-year | Date: 2017-02-17 Summary: While 2017 will see a slight change in the travel market, such as the emergence of new types of tourism, standing out in such a competitive landscape is still imperative. ***While 2017 will see a slight change in the travel market, such as the emergence of new types of tourism, standing out in such a competitive landscape is still imperative.*** ***\--Tagtoo*** Here are eight trends the travel industry needs to look into: **1\. Millennials desire flexibility** Raised in a world where social networks and easy-to-access digital content fill our daily lives, millennials, the largest generation to date, are hard to cater to. They desire more flexibility and more options, posing a thorny challenge to businesses and making product costs higher. They are not easily influenced by both traditional and digital advertisements, making it more difficult for marketers to come up with adequate marketing campaigns. They trust user-generated content more than advertising messages. In travelling, they are eager to engage in every step of travel planning. Traditional packages, then, don’t work well. Online travel operators should consider these behaviors more before launching new tour packs. **2\. Seniors crave for simplicity** Baby boomers are another group that’s worth our attention. They have stable incomes and have been working diligently throughout their lives. Most of them do not worry about travel expenses because they seek comfort and entertainment when they tour. In particular, travelling seniors is a market that has a huge potential and needs to be taken care of. According to a [report by AAPR](https://www.aarp.org/research/topics/life/info-2016/2017-travel-trends.html), nearly 99 percent of seniors are expected to take at least one trip in 2017. Compared to millennials, seniors are more easy-going with travel experiences. They tend to choose bucket-list tours and destinations because they want hassle-free service, simple information, and easily accessible options. Travel planners therefore should take these unique characteristics into consideration when creating travel packs aimed at boomers. **3\. Travelers take unique photos** Then and now, photos and videos are always the two main means to document special travel experiences. But with social networks today, this practice has been brought to a new level. It is not surprising anymore to see travelers craving to take unique and special photos that they can share with their circles of influence online. Therefore, travel operators should look out for unique locations and take amazing photos before tourists visit them. Creating a community, a company’s official blog, or an Instagram account to encourage travelers to upload and share photos would also make their experiences more vibrant and special. The user-generated photos could also become valuable pieces of content that could generate more traffic to a travel operator’s website. **4\. Travelers need a personal travel consultant** According to [Expedia](https://advertising.expedia.com/blog/research/how-marketers-can-reach-travel-bookers-across-the-consumer-funnel/), one of the largest online travel conglomerates around the world, travelers browse up to 38 websites before booking a trip. A plethora of choices due to the competition among travel operators makes it difficult to find the best deal. Moreover, while there is a wealth of product information which should help travelers in making decisions, there are contents that are unnecessary and only baffle customers. Travelers need professional advice on which options would best fit their needs. Thus, providing free consultation services through personal consultants or administering guided tests to find the most suitable travel product online or offline can become a key to selling travel packages. **5\. Sustainability becomes the focus** With the rise of environmental awareness around the world, more people are becoming conscious of the pollution they are causing and are trying to reduce their carbon footprint by taking public transportation. Some are trying to influence more people to become environmentally aware by choosing a company that pushes for environmental protection. People are trying to evoke a sense of responsibility and sustainability in their day-to-day activities. Travel, as an integral part of our lives, is no exception. The growing number in voluntourism, a combination of volunteering and tourism, is exactly the best proof. People want to not only leave a long-term positive impact but also contribute as much effort as they could to the local community when they are traveling. Thus, involving sustainability or anything beneficial to our environment into tour activities is necessary if tour agencies want to catch the surging wave. **6\. Food makes an impression** Food experience contributes to travel satisfaction. More precisely, some travelers tend to judge a tourist attraction based on its local dishes. But food tourism doesn’t exclusively refer to eating. Vegetable farms, produce markets, tasting sessions, and the like are everything travelers would like to experience. Pub crawls and food hopping are some classic examples travel agencies can get into their product lists. Indisputably, the rise of food tourism is forming a huge trend and needs more attention. **7\. Travel isn’t just for fun but also for wellness** With work environments getting more stressful, people are pursuing wellness travel (or tourism promoting health and well-being through physical, psychological, or spiritual activities) as a way to take a break and get away from the noise. Wellness travel is not new but it recently became massively popular. According to [Booking.com](https://news.booking.com/8-travel-predictions-for-2017), 48 percent of travelers are willing to take holidays as a moment to “reflect and make better life choices”, and nearly 40 percent are interested in health or well-being travel experiences. People want to recharge by going on a trip. Undeniably, the growing demand discloses an unprecedented opportunity for travel agencies to diversify their product lines and discover a niche in the outstandingly competitive landscape. **8\. Experiential travel is the best alternative** As the demand for new travel destinations increases, many of the popular and so-called must-see attractions may no longer stand out to travelers. Authentically local and, sometimes, off the beaten tracks are becoming the best alternatives (for example, a metropolitan museum in New York City vs ancient ruins or historical landscapes). The burgeoning tourism in South East Asia, which was not the first choice for international visitors in the past, is a manifest example. This increasingly popular type of travel, also called experiential travel, highlights the connection with the historical and cultural context. Travelers crave to learn and understand something new and different by immersing themselves into new cultures. The firsthand experience in the whole process of tea production in Vietnam, for example, may become a sought-after experience to satisfy what travelers are looking for nowadays. \- Author: Edison Chen, Business Development Manager at Tagtoo ## After Uber’s pullout, where’s the next hope in Taiwanese startup ecosystem? URL: https://www.tagtoo.com/en/blog/After-Uber-s-pullout-where-s-the-next-hope-in-Taiwanese-startup-ecosystem | Date: 2017-02-13 Summary: In the middle of 2013, a year for rapid expansion, Uber cheerfully announced its official launch in Taiwan, desperately preaching the advantages of the sharing economy. The coming of Uber hit the headlines of every major media channel. In the name of embracing creativity and innovation, a series of propaganda campaigns effectively caught people’s attention. Within a short time, more and more people chose to take Uber instead of hailing a local taxi. ***Taiwan used to be the strongest economy among the Asian tigers. What could now be holding Taiwan back, in terms of startup innovation?*** ***\--Tagtoo*** In the middle of 2013, a year for rapid expansion, Uber cheerfully announced its official launch in Taiwan, desperately preaching the advantages of the sharing economy. The coming of Uber hit the headlines of every major media channel. In the name of embracing creativity and innovation, a series of propaganda campaigns effectively caught people’s attention. Within a short time, more and more people chose to take Uber instead of hailing a local taxi. In July 2014, however, Uber’s conspicuous appearance raised the suspect of its legality. The Taiwanese government began to investigate whether Uber’s business fit its original registration as an information service industry. Unsurprisingly, Uber was categorised under the transportation industry, requiring licensed drivers and paying more tax. What’s worse, Uber’s viewpoints on categorising its own drivers as contractors — but not company staff — also diverged from the government’s findings, unveiling the prelude of a fierce battle between two parties. After getting fined nearly US$7.5 million in total because of law violations, the astronomical figure made everyone worried and finally pushed the startup to deliberate over existing strategies. On February 10, the debates and ongoing disputes eventually came to a temporary end, with Uber deciding to suspend operation in Taiwan and looking forward to coming back when its legality is confirmed. While Uber’s launch in Taiwan triggered harsh conflicts between supporters and opponents, its tremendous popularity and pressing pause, to a certain extent, are warning signals. It temporarily highlighted internationally ignored facts about stagnation, not just in the taxi industry. It also brought up points about government regulations and, more importantly, the entire startup scene. **Urge transformation in the taxi industry** Taiwan has always been famous for its comprehensive transportation system with subway, buses, and taxis forming thorough networks connecting one another. Nevertheless, among the three options, taking taxi might not be the top choice for travellers. It is not because of the higher fare compared to other options, but because of the uneven quality of services, such as absurd attitude and messy seats, along with occasional dispute regarding deliberate overcharging and intentional detours. Despite the fact that there exists a local taxi-hailing app called TaiwanTaxi, its user experience throughout the riding journey makes passengers extremely unsatisfied and annoyed. Problems including imprecise GPS location, abrupt ads placement, and inefficient customer service. Worse still, some drivers were found trying to save transaction fees absorbed by themselves by pretending incapable of using credit card machines or procrastinating until passengers change their minds and, then, pay in cash. Even though Uber pulled out from Taiwan, Uber drivers have come up with a solution in response to the absence of Uber’s platform. By letting passenger post information of pick-up and drop-off destinations on exclusive groups created on either Facebook or Line, the replacement, also called underground service, is becoming more and more vibrant. Although the responding service is still illegal and may face suspension, passengers surveyed mostly claimed they were no longer able to tolerate traditional taxi services and were forced to look for alternatives. **Fear of blocking innovations from international players** In fact, there was a traceable precedent before Uber’s striking withdrawal. In September 2015, PayPal, one of the world’s largest Internet payment companies, announced service suspension in domestic transactions due to compliance with government’s e-payment regulations, which requires the establishment of a subsidiary and registered capital of US$16.1 million. Although PayPal claimed it was a strategical program update, what PayPal did, indisputably, was terminate its service in Taiwan. The abrupt pause surprised and shocked the general public, online buyers, casting a shadow over Taiwan’s e-payment development. The originally lagging-behind industry became unbelievably devastated and extremely uncompetitive when one compares how fast the progression is in China and Japan. When delving deeper into the whole context behind these developments, the undeniable truth lies in the unfavourable market size and outdated administrative orders in the country. Even though the level of consumption in Taiwan is almost the same as developed countries, the smaller population base, only 23.5 million, makes this market relatively unappealing. The conservative legal framework, which was criticised for being overprotective for domestic industry, could also deter incoming merchants from entering. Coupled with PayPal’s pullout and other international companies’ withdrawal, people are becoming afraid of losing global recognition. The blizzard might become strong enough to stop any ventures from coming in after Uber’s announcement of its pullout. **Worry about stagnation in Taiwanese startups** Uber’s pullout also evokes increasing concern for Taiwan’s startup ecosystem. While Garena and GrabTaxi were hatched in Singapore and Malaysia respectively, there isn’t existing any local unicorn startups in Taiwan. Those Taiwanese startups trying to expand to China or Southeast Asia have mostly failed in an increasingly competitive environment — or are struggling to discover a niche to survive. Their expansions, wherever they are heading, seem extremely tough and face a bleak prospect. Some pointed out that the Taiwanese government’s vague regulations and the lack of practical executions should be blamed. With that said, the mindset of being complacent and the overindulgence of “little happiness” — referring to how its satisfaction with the status quo and lack of ambition and motivation to pursuing better — could be the contributing factors, as well. Thirty years ago, Taiwan used to be the strongest economy among Four Asian Tigers, the other ones being Singapore, Hong Kong, and South Korea. With the rise of massive manufacturing capability, Taiwan’s economical development was accelerated to one of the top industrialised nations, creating a big picture of thriving prospect. The bright and promising signs, nevertheless, had a dramatic change in a short time with the other three countries becoming even more prosperous and tremendously surpassing Taiwan in terms of GDP per capita. Taiwan’s overall development, including startups, is no longer shining and, more precisely, is stepping backward. Taiwanese pride has become a thing of the past. However, under no circumstance does it mean Taiwan will permanently collapse and will be unable to ascend to the summit. As a Taiwanese in the startup scene, I still strongly hold on to the belief that Taiwan will become great someday again. I look forward to that day’s coming. \- Author: Edison Chen, Business Development Manager at Tagtoo ## These 4 new types of tourism will redefine the entire travel industry URL: https://www.tagtoo.com/blog/These-4-new-types-of-tourism-will-redefine-the-entire-travel-industry | Date: 2017-01-23 Summary: Despite that the emergence of new types of tourism may create an unique opportunity for travel operators, it also poses an unknown challenge ahead of the future. Despite that the emergence of new types of tourism may create an unique opportunity for  travel operators,  it also poses an unknown challenge ahead of the future. \-- Tagtoo ### 1\. Sustainable tourism With the rise of environmental awareness around the world, more and more people are becoming conscious of the impact and pollution they cause on the planet. Consumer desire to reduce carbon footprint by taking public transportation and strive to deliver social influence by choosing a company featuring environmental protection. Simply put, all they are trying to do is evoke the senses of responsibility and sustainability in every daily activity. Travel, as an integral part of our life, is no exception. The growing number in voluntourism, a combination of volunteering and tourism, is exactly the best proof. People not only want to leave a long-term positive impact but also contribute as much effort as they could to the local community when they are traveling. As such, it is expected that involving sustainability or anything beneficial to our environment into tour activities become necessary if tour agencies desire to catch the surging wave. ### 2\. Food tourism Within the building blocks of best travel experience, food is one of the defining factors leading to an unforgettable memory. Food experience determines the travel’s satisfaction level toward destinations. More precisely, travelers might judge an tourist attraction based on the local dishes because food is tightly bound to the corresponding tourist spot. With that said, the “food tourism” we mention here doesn’t exclusively refer to eating only. Vegetable farm, produce market, tasting session, and so on, are all the destinations and events travelers would like to visit and give it a try, providing an opportunity to create a unique experience. Pub crawl and food hopping are also the classical examples travel agencies should involve into their product lists. Indisputably, the rise of food tourism is forming a huge trend and need more attention to managing detailedly and carefully. ### 3\. Wellness tourism Due to the increasingly stressful working environment and highly burgeoning peer competition, pursuing wellness travel as a temporary break becomes a good way to stay away from the secular noisiness. While wellness travel, referring to tourism promoting health and well-being through physical, psychological, or spiritual activities, has come into existence for a while, it’s only recently that becomes massively popular. According to a travel column conducted by booking.com, 48% of travelers are willing to take holidays as a moment to “reflect and make better life choices”, and nearly 40% are interested in health or well-being travel experience. Obviously, recharging themselves by going for wellness travels would become one of the most desirable choices. Undeniably, the growing demand discloses an unprecedented opportunity for travel agencies to diversify product line and discover a niche in the outstandingly competitive landscape. ### 4\. Experiential tourism With the growing trend demanding new travel destination, those popular and must-go tourist attractions, metropolitan museum of art in NYC, for instance, may no longer be the stand-out choice for some travelers. An authentically and locally, sometimes off the beaten tracks, ancient ruins or historical landscapes become the best alternative instead. The burgeoning tourism in Southeast Asia, which was not the first choice for international visitors in the past, is a manifest example. This increasingly popular type of travel, also called experiential travel, highlighting the connection with the historical and cultural context. Travelers crave to learn and understand something new and different by immersing themselves into new cultures. The first-hand experience in the whole process of tea production in Vietnam, for example, may become a sought-after experience to satisfy those travelers’ desires for something alternative. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Figuring out these 5 facts could help position your company well in 2017 URL: https://www.tagtoo.com/blog/Figuring-out-these-5-facts-could-help-position-your-company-well-in-2017 | Date: 2017-01-01 Summary: While Southeast Asia’s e-commerce is at a nascent stage, it actually proceeds forward at a rapid pace in an ever-changing landscape. While Southeast Asia’s e-commerce is at a nascent stage, it actually proceeds forward at a rapid pace in an ever-changing landscape. \-- Tagtoo Digital customer composition ### 1\. Huge tapping potential for e-commerce It is reported there are over 600 million people living in Southeast Asia. The formation of ASEAN leads this region to become more united and prosperous. Some even boldly claim this newly founded organization could ascend to the fourth biggest economy, following U.S., China, and EU, by 2030. In terms of e-commerce, which is widely practiced in developed countries, Southeast Asia seems remaining at a nascent stage and far left behind — only one-fourth has actually made the first purchase. However, everything is changing at a swift pace and e-commerce is at a tipping point in many categories, such as clothing, footwear, and travel. With more and more promising company and startup boosting the advancement of e-commerce, this region will see a drastically explosive growth in the following years. Mobile devices use between cities and outlying areas ### 2\. The domination of cellphone use in outlying area Due to the insufficient infrastructure in most areas and the higher cost of getting desktops, acquiring the access to Internet through mobile phone seems the best and affordable option. Hence, the increasing accessibility of mobile phone plays a major role in lifting e-commerce growth. This phenomenon is especially significant in outlying areas which, in some extreme cases, lack the proper support of electricity. Rural residents increasingly rely on mobile devices to obtain the latest news and interact with e-commerce websites. Thailand and Indonesia, for example, are two countries where the heavy reliance on cellphone use for product search and ordering were observed, 85% and 79% of the total outlying population respectively. As such, mobile interface optimization and mobile marketing could grow into decisive factors for the remaining winners. The acquisition and application of mobile data would become extremely valuable for companies’ growth. Customer preference for different retail platforms ### 3\. Fragmented channels for online purchase The fragmentation of online purchase channels is something we need to beware of. Nowadays, there is no any predominantly preferred e-commerce marketplace in every individual country. Singapore, the most developed country in Southeast Asia, for instance, is encroached by 12 different retail platforms. None of these retail platforms is the customer’s first preference for more than 20%. Undoubtedly, the phenomenon also takes place in other countries, causing more chaos and requiring more attention. Therefore, it’s integral to come up with comprehensive strategies to handle the baffling and fragmented channels, one of the best way being showing up your presence in the all top platforms. Having said that, you should consider the attribute of products and study the difference of every platform before hitting the shelves. Quantization of customer perference ### 4\. Local and regional players dwarf global giants Even though having the sufficient silver bullets and successful business models proved in other regions, global players, such as Amazon and eBay, are not performing very well, unable to win the trust of online buyers. In contrast, local and regional players are, from the statistics, the top and first choices in the eyes of Southeast Asian and secure higher Net Promoter Score, standing out from the intense competition. The reason why global players don’t win the favor and stand out are, in large part, because those local and regional players have more understanding about their fellows and are able to stand in their shoes. As a result, the better-tailored experience becomes the unique advantage to defeat global entrants. Notes: The Net Promoter Score is calculated by subtracting the percentage of detractors (those with a score of zero to 6) from the percentage of promoters (those with a score of 9 or 10). - cited from Bain & Company Customer insights ### 5\. Ever-changing landscape While the aforementioned facts are clearly observed, the e-commerce landscape may become dramatically different one in the near future with more and more resources instilled. More precisely, even if local and regional players are among people’s first choice, the rank could be changed in the wink of an eye. Moreover, it is expected that global players are going to allocate more budgets on the fiercely harsh competition in order to reclaim oversea market. The influences they bring will highly stimulate the innovation in many ways, such as fulfillment and delivery system, making huge progress in e-commerce and benefiting more people. Finally, it is believed that new business model which is developed based on social commerce will come into existence soon with social media companies, Line, for instance, joining this harsh battle. Even if there are more experiments and field-testings to be carried out, the impacts toward the existing e-commerce can never be neglected. You should always keep the power of the social network in mind. \-- Source : Can Southeast Asia Live Up to Its E-commerce Potential? , b2y Florian Hoppe, Sebastien Lamy and Alessandro Cannarsi ## 10 tips you should adopt to boost your e-commerce growth URL: https://www.tagtoo.com/blog/10-tips-you-should-adopt-to-boost-your-e-commerce-growth | Date: 2016-12-18 Summary: Even though most of sales techniques are widely adopted, some of them are easily ignored and can be the missing piece of the whole picture. Even though most of sales techniques are widely adopted, some of them are easily ignored and can be the missing piece of the whole picture. \-- Tagtoo Upsell offers ### Upsell offers A more quality product can catch customers attention and, sometimes, have a significant influence on their initial decisions. This is particularly true when upsell offers are applied during checkout —not only saving time for customers but also simplifying the shopping journey. It is therefore expected that customers’ average order value will be raised up. Amazon, a retail giant, is experienced in carrying out this sales technique. The auto-recommendation with premium product list will show up when someone selects a specific category, incentivizing buyers to change their mind and choosing the high price one. Newsletter opt-in popup ### Newsletter opt-in popup Acquiring visitors’ emails is a good start to build a relationship with prospects, engaging them with any event information and discount promotion. Usually, these opt-in popups are on the corner of the company’s website in order not to interrupt customer experience and the design of landing page, making customers feel more comfortable in browsing. In most cases, these popups contain coupons to prompt website visitors’ action. For example, Zalora, the biggest fashion e-commerce in Southeast Asia, offer 15% off discount to encourage visitors to become members and make their fist purchase. Abandoned cart emails ### Abandoned cart emails We don’t know why customers exited the site before making a purchase. The reasons behind are diverse. There is, however, one thing for certain — the significant correlation between customers’ desires and items they select. Hence, by reminding customers of abandoned carts and coupling with the auto-recommendation of related products, customers may make a purchase on impulse. The notable instance is Amazon. As one of the largest marketplace in the world, Amazon carries out abandoned cart emails flawlessly, reaching to its ultimate. Those personalized mails powerfully lure customers into purchasing and taking actions. Referral offers ### Referral offers There’s nothing more compelling than friends’ endorsement. Starting from the existing customers and transforming customers into brand ambassadors are indisputably brilliant strategy, creating a reciprocal ecosystem for both customers and e-commerce business. More importantly, this sales technique brings more new customers in costs less in terms of the marketing budget. Airbnb, a P2P homestay marketplace, is one of the incredible ventures making use of referral offers well and enabling its customer network to become more considerable, benefiting both givers and recipients. Without a doubt, that’s of the key elements making Airbnb stand out. Exit-intent popups ### Exit-intent popups Staying longer on the site means more convertible opportunities and monetizing chances. Therefore, e-commerce seller should endeavor as much as possible to delay their leaving because exit-intent popups may be the last moment to get your depressed customer back. And Yes, undoubtedly, it is integral to deliver a heart-moving message. Knowing the strategy already, Dallas Cowboys, a professional American football team, set up the popups with extremely attractive discount about free shipping. Even though we have no idea how much it improves the sales, the message, at least, provides one more opportunity for conversion. Retargeting ### Retargeting With more and more people using Adblock, a browser extension blocking any advertising banner, delivering Ads through Facebook to potential customers seems the only channel that works. As a result, the adoption of Facebook pixels is becoming another critical key to boost e-commerce growth. For those unfamiliar with how Facebook pixels works, the lines of snippet code might be an entry barrier, distracting one from his core business. Thankfully, there are some solution providers one can turn to — of course, Tagtoo is one of them. Customer loyalty programs ### Customer loyalty programs Transforming prospects into frequent customers is the goal we desperately desire to reach. It is largely because regular buyers have more potential to place bigger orders and furthermore become company’s ambassador, promoting one’s e-commerce. The loyalty programs are exactly the sales techniques to develop unbreakable bonds with customers, improving returning customer rates. The example worth mentioning is NBA.come. Once you attend one of the games during regular season or playoffs, you will become the one enjoying the latest and unique discount news. All they are striving to do is build an one-to-one conversation, making every game experience special and remarkable. Newsletter emails ### Newsletter emails There are so many e-commerce businesses nowadays. Garnering customers’ attention among all contenders is an indispensable step toward business continuous growth. Keeping customers updated and engaged with product updates and offers are one of the critical steps. However, by no means should one send a newsletter every day — It is recommended to do so once a week instead. Netflix, an American streaming media company, sends subscribers recommended television and film series based on customers’ interest and watch history. Without a doubt, they are doing a well-done job by leveraging the content in newsletter mail and frequency in distributing content in order not to interfere with customer experience. Satisfaction letter ### Satisfaction letter Customer shopping journey never ends when they finish purchasing. After-sales service is as paramount as other shopping processes. More precisely, satisfaction letters are one of the essential tips to win the customers’ favors and present your gratitude and sincerity for their orders on the behalf of companies. Carrying out for a long time, Amazon always puts customers into first priority. The customer-centric culture can be observed in the post-sales letter when placing orders from the site. The satisfaction letter makes customers feel cared and loved, more willing to buy more. Direct Comparison ### Direct Comparison Customers tend to compare similar types of products before finalizing their purchase. Nevertheless, products comparison is time-consuming and exhausting. In most of the time, customers need to go back and forth among different sites and marketplaces to ensure the lowest price or the most satisfying features. The inconvenience deters buyers from moving forward and having the courage to place orders. It is not easy as expected because you might irritate your competitors. However, FUGOO, a Bluetooth speaker e-commerce, boldly makes the direct comparison between their product and speakers made by other companies, listing the advantageous features to manifest their strengths. ### Conclusion The essence and quality of product determine the majority of game consequence. The aforementioned tips are not major scorers but solely assistant players. Only when the product strength is consolidated and enhanced do the above tips take effect and have a positive influence on business growth. \- Author: Edison Chen, Business Development Manager at Tagtoo ## The future of e-commerce: The road ahead for online and offline retail URL: https://www.tagtoo.com/blog/The-future-of-e-commerce-The-road-ahead-for-online-and-offline-retail | Date: 2016-12-07 Summary: The future of e-commerce will see a drastic change in every aspect. Customers, and the whole industry itself, are evolving. However, this might send tidings of catastrophe for every e-commerce merchant, because it could interrupt their initial deployment and growth plans. Technology is transforming the retail and shopping experience in many ways. What does the future hold for online and offline commerce? \-- Tagtoo The future of e-commerce will see a drastic change in every aspect. Customers, and the whole industry itself, are evolving. However, this might send tidings of catastrophe for every e-commerce merchant, because it could interrupt their initial deployment and growth plans. With that said, e-commerce outfits can make the cut as long as one swiftly catches up with the latest trends and become agile. Here are some thoughts. ### The expectation of shipping delivery is changing Thanks to the advancement in technology, customers in the future will be able to enjoy a variety of convenient delivery approaches. Some retail giants or major technology companies have been working on the revolution of delivery, such as Amazon’s drone and Otto’s driverless car for some time now. They have made significant inroads into alternative delivery methods, also offering more diverse, cross-channel pickup options. On the contrary, the current harsh race in shipping products within shorter shipping times or lower cost would be transformed into another level, because instant access to products with free shipping is going to become the norm. In other words, pursuing delivery speed will lo longer be the difference that solves customer demand. More creativity in solving buyers’ convenience will be the next battlefield in e-commerce. ### Online shopping becomes more interactive Even if customers just place orders with either mobile devices or laptops, as usual, they actually want more entertaining interactions and engaging experiences. Online shopping will not maintain the traditional concept of buying and selling at all. More and more interactive elements will be involved in the next generation of e-commerce. Take Augmented Reality (AR) for example. With fashion and retail e-commerce platforms, customers can easily visualize what they will look like with the clothes they are choosing before they actually check out. AR provides a more stimulating shopping environment, especially if it can simulate the feeling of being in the changing room, trying on outfits virtually without leaving the comfort of one’s home or office. Next, e-commerce will also integrate social impact. For instance, this can include charity donations, which can help increase engagement among customers, especially those who want to make a small difference for others, in their own way. Thus, even if an e-commerce purchase only contributes a few cents or dollars to a good cause, it can bring out a sense of personal and societal fulfillment. If e-commerce owners can manage and design campaigns with a social element, there’s no doubt that doing business with their platforms will be more attractive in the eyes of customers, making online shopping more interesting and appealing. ### Contextual marketing is emerging The internet-of-things is upon us, and this includes various devices and sensors that send and receive data across a wide variety of applications. For example, Bluetooth Low Energy beacons (BLE beacons) is becoming pervasive, which can deliver real-time, well-suited, and occasion-oriented marketing messages. Such a targeted approach makes it easy to connect the online with the offline worlds. In the following years, companies will be able to set up specific messages broadcast to customers through BLE beacons, which will incentivize impulse purchases. Businesses can further provide a seamless and contextual brand experience to customers for an effective omni-channel marketing approach. IoT will dramatically enhance the effectiveness of contextual marketing, enabling customers to engage with brands and businesses through more and more touch points. This only means one thing: The retail and shopping journey are no longer linear. With multiple channels and mediums, the path for e-commerce platforms is full of twists and turns. Technology will help e-commerce platforms stand out from the crowd, though. ### The subversion in retail is happening Business selling infrequently used or non-personal products would feel a hit in the following years due to the growing mindset in the sharing economy. For example, the launch of Airbnb dealt with idle and rarely used rooms or properties. The emergence of different types but with similar concepts of business models thrives all around, dramatically disrupting several industries and facilitating innovative ways to deliver services or products. Customers simply pay for the usage rather than ownership of the product. Unsurprisingly, this trend will cause a huge impact on e-commerce and interfere with existing models. Another notable trend is the growing power of manufacturers. Nowadays, the majority of manufacturers are considering or launching private labels to get a higher profit margin as a way of business transformation. More and more manufacturers or ODMs will join this increasingly harsh battle, fundamentally changing how brands compete for user attention. ### The concept of the physical store will be redefined As retail business owners turn to e-commerce to expand their reach, users will also get more used to online shopping. Will this mean that users will be less willing to visit brick-and-mortar stores due to some inconvenience? Frankly, we do not know the correct answer, but what’s sure is that physical stores will need some transformation, in order to enhance the customer experience. The role of physical stores will be changed according to their purpose and location. In essence, physical stores situated in premium locations will mostly be used to showcase products and let customers immerse themselves with the actual product and inventory. On the other hand, store sin isolated areas might require a different logic. Most of the inventory is best kept at major distribution centers, with the store only acting as an additional touch point for customer engagement. One possible scenario is that physical stores will become fulfillment centers for item pickups. The click-and-collect model has been relatively common in the UK and is expected to keep growing elsewhere. One of the famous examples is the partnership between Argos and eBay, which allows eBay buyers to pick up their items at any one of Argos’ 750 stores, offering an alternative to shipping or postal service. There is no doubt that physical stores, whether in metropolis or suburbs, will still sell products. However, the boundary between the online marketplace and the offline physical store is becoming blurry. \-- Resource : The future of E-commerce: The Road to 2026, Ovum \- Author: Edison Chen, Business Development Manager at Tagtoo ## Why Lazada's acquisition of RedMart is a win-win? URL: https://www.tagtoo.com/blog/Why-Lazada-s-acquisition-of-RedMart-is-a-win-win | Date: 2016-11-17 Summary: Two weeks ago, Lazada confirmed the acquisition of RedMart. The striking news hit the headline of every major media, evoking concerns for the viability of grocery offering services. Some even pointed out that the Domino Effect is going to happen in Southeast Asia, meaning that more and more startups could collapse soon. ## As the prospect of Amazon’s entry in Southeast Asia looms, a Lazada-Redmart teamup might be the best strategy just yet. ## \-- Tagtoo Two weeks ago, Lazada confirmed the acquisition of RedMart. The striking news hit the headline of every major media, evoking concerns for the viability of grocery offering services. Some even pointed out that the Domino Effect is going to happen in Southeast Asia, meaning that more and more startups could collapse soon. While there are some negative comments, personally I think the deal creates a win-win situation all around. ### For Lazada Expansion of items categories. As far as a marketplace is concerned, the variety of products determines customer’s loyalty. Which is, coincidentally, what RedMart is good at. For instance: perishable food and fresh produce delivery — this is exactly the missing piece for Lazada, making the acquisition a perfect deal to expand Lazada’s current product offering. More precisely, with more diverse products listed on its own marketplace, Lazada will be able to cater to all walks of life and satisfy different populations’ needs, developing a stronger online e-commerce ecosystem. Acquisition of existing infrastructures. RedMart has been well-known for its excellence in superior logistics networks and warehousing management. The perfect layout of supply chain just dwarfs other competitors and is the envy of them. Therefore, by acquiring RedMart, Lazada can take all the advantages of logistical facilities and even come up with better logistics design, replicating them into the other Southeast Asian countries. More importantly, it helps Lazada become more efficient and stronger than other local regional competitors. Preparation for the incoming battle. It is reported that Amazon has set its eyes on Southeast Asia, and is about to launch Amazon Fresh in Singapore soon in 2017 Q1. Even though Lazada was ranked the No.1 player among most of Southeast Asia in terms of market share, the coming of the world’s biggest e-commerce economy, Amazon, could make the result of years of effort and millions of capital nowhere to be found. Not surprisingly, in order to compete with the American e-commerce giant, Lazada needs to get everything ready beforehand and fix its shortcomings in any way to cement its leading position. Alibaba’s Southeast Asia deployment. It’s clear that Alibaba is ready to build up another e-commerce empire in Southeast Asia by putting together all the acquisition and investment, logistics and payment, in particular, that they made. Two of the current investments in capital flow solution, M-DAQ and Ascend Money, are perfect examples of Alibaba’s ambition in Southeast Asia, not to mention the notable buyout with Lazada, which was announced this April. Although all the acquired or invested companies indicated that they would continue to operate independently after the transaction, they are actually acting as Alibaba’s shadow representatives, forming a huge Ally community. ### For RedMart Fresh capital. Despite the fact that a profitable online grocery offering service has not come into existence, it is, by no means, not a promising and lucrative industry. Generally speaking, it is a new type of service that needs a vast amount of effort and capital to educate customers and change the existing market. RedMart, unfortunately, is unable to become profitable before burning out the cash it holds. However, with the acquisition by Lazada, RedMart can be resurrected again, garnering enough resources to keep moving on and possibly reclaim an area from this unfavored but potential jungle. Connection to Alibaba. Having a connection, whether it is direct or indirect, to conglomerates with deep pocket makes everyone envious. In RedMart’s case, even though it is acquired by Lazada, the indirect connection to Alibaba makes it stand out from other competitors and delivers a positive message to the public — the support and recognition of Alibaba. While some people claim the acquisition represents RedMart’s outstanding failure and unstoppable collapse, it is, from my perspective, too early to make such a judgment because with the assistance from Lazada and Alibaba, RedMart, perhaps, can subvert everyone’s dogmatic view. After all, no one knows, right? Integration with Lazada’s customer base. With 15 million visitors per month and over 2.7 million app downloads, it is unexaggerated to say that Lazada has the largest customer base in Southeast Asia. By integrating, if possible, with Lazada’s user data, RedMart is capable of having more user insight and making more accurate predictions about customer behavior, exposing its product to Lazada’s users who might have needs of quality fresh food and household essentials. In other words, Lazada is garnering more orders and further increasing revenue than what it had previously seemed achievable, leading its business into another ground. This is particularly true in Singapore, where both Lazada and RedMart operates its business. Regional expansion to other countries. Currently, RedMart’s appearance is only limited to Singapore due to the huge asset cost, such as warehouses, self-owned fleet, etc. However, this phenomenon might be changed fundamentally with the coming of Lazada, which is experienced in setting up logistics infrastructure across Southeast Asia. Undoubtedly, by learning from Lazada’s past experience and receiving opinions from those sagely advisors, RedMart’s regional expansion is expectable and attainable. Maybe we will see RedMart’s van running through Bangkok’s road very soon? \- Author: Edison Chen, Business Development Manager at Tagtoo ## What initiatives has the Malaysian government introduced to boost startups? URL: https://www.tagtoo.com/en/blog/What-initiatives-has-the-Malaysian-government-introduced-to-boost-startups | Date: 2016-11-11 Summary: Driven by the growth of high Internet usage and the disposable income in recent years, e-commerce is becoming a hot topic among all the nations. Furthermore, supported by hitherto unexploited and favourable business environments, the Southeast Asian region is attracting thousands of international companies to set up branches in order to offset the slowdown in their growth revenue. ## The Malaysian tech ecosystem is seeing no lack of state initiatives—and will continue to see more—to support its growth. ## \--Tagtoo ## Driven by the growth of high Internet usage and the disposable income in recent years, e-commerce is becoming a hot topic among all the nations. Furthermore, supported by hitherto unexploited and favourable business environments, the Southeast Asian region is attracting thousands of international companies to set up branches in order to offset the slowdown in their growth revenue. However, it seems that most of the local e-commerce players in countries, except in Singapore, did not catch the first waves to expand and become stronger. The numbers were not comparable to those from western countries or Japan and, truth to be told, their performances were also not outstanding. Although these startups are lagging behind fiercer competitors, governments can help them catch up. They have launched several projects aimed at developing a full fledged e-commerce environment. This include incubators attracting promising startup-teams to boost national competitiveness– and more importantly, assisting local business to compete on the global stage. In Malaysia, there are several prestigious institutes that help grow young startups and grow the e-commerce space. Notable ones include “Selangor Information Technology and E-Commerce Council” (SITEC) and “Malaysian Global Innovation and Creativity Centre” (MaGIC) in Malaysia, focussing on e-commerce and startups respectively. Source :  www.asiapay.com.vn Selangor Information Technology and E-Commerce Council “We aim to boost the development of e-commerce ecosystem of in Selangor and we know Selangor has the potential,” said Teng Chang Khim, member of Selangor state legislative assembly, Malaysia Launched at July 2015, SITEC has always strived to make local business, bricks-and-mortar stores in particular, flourishing with the adoption of e-commerce, facilitating the growth of revenue and increase in brand exposure. SITEC also provides several programs for freshman entrants in e-commerce scope since most of local business lacks the knowledge of operating online business. The program consists of “Online 100”, “App 100”, ”E-Commerce Education”, “Top ECM 2016” and mutually-related events. For “Online 100” and “App 100”, SITEC helps small or medium enterprise build websites and mobile apps under three popular marketplaces, Youbeli, 11street and , Logon,my, dedicated to assisting over 100 enterprises. SITEC also organizes a competition, “Top ECM 2016”, to augment the motivation of entering into e-commerce and design classes with different levels to acquaint more people with the concept of e-commerce. The free photo booth Photo Studio@SDCC allows one to create videos and photos to be used for their website materials. SITEC also offers a place called Maker Studio for teams to make prototypes and a co-working space. “We have reached the goal of Online 100 and are preparing ourselves to reach another 100. We are very honor and surprised to see the number goes up continuously. But we are not satisfied with the number. We have to keep progressing”, said Bryan Lau, a digital marketing expert told me. Source : www.thestar.com.my Malaysian Global Innovation and Creativity Centre MaGIC, founded by the central government in April 2015, is a bigger organisation seeking to build a vibrant community from every region of Malaysia and endow entrepreneurs with the ability to create something sustainable and to take pride in. Furthermore, MaGIC aims to catalyse entrepreneurship and help startups grow globally by matching venture capitalists with those startups. It even collaborated with Stanford University, one of the best and prestigious universities in the world, to experience world-class courses and some companies in Silicon Valley to inspire creativity and entrepreneurship. Currently, MaGIC has nurtured numerous excellent startups shinning across the Southeast Asian region and even the globe. RecomN and FlexiRoam are two of the publicly known examples. The former one provides guaranteed service to helps users find service providers by using algorithms to match users with providers and personal interviews before dispatching. The latter one, on the other hand, is an app designed for travelers with free calls and texting worldwide. Right now, this app has served people across over 55 countries and is available on both Android and IOS. MaGIC, from my perspective, is quite a strong startup enabler in Malaysia even though it’s not as good as those in developed countries. The resources a startups team can use ranges from co-working spaces, training rooms with proper hardware and software, and even 3D Printers, plus valuable connections one can potentially make. All of them are critical to the survival of startups and, obviously, Malaysian government has made efforts to its commitment to the public — make Malaysia the startup capital of Asia. In a nutshell, the support from governments may seem indispensable but that’s not always the case. Their roles are merely assistants at most but not the scorers. Regardless of the company’s classification, the core lies in the product it offers or the service it provides. Only when the product and services are improved can one truly win the trust from customers and sustain his business in a long term. \- Author: Edison Chen, Business Development Manager at Tagtoo ## How to do content marketing from scratch? URL: https://www.tagtoo.com/blog/How-to-do-content-marketing-from-scratch | Date: 2016-11-04 Summary: Instead of interrupting people with annoying and irrelevant ads, content marketers create valuable works that audience enjoys and desires to know more about. *photo source: [https://edubirdie.com/blog/college-majors-that-arent-worth-it](https://edubirdie.com/blog/college-majors-that-arent-worth-it)* Instead of interrupting people with annoying and irrelevant ads, content marketers create valuable works that audience enjoys and desires to know more about. \-- Tagtoo ## Introduction to Content Marketing “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content \[…\]” \-- Cited from Content Marketing Institute. Clearly, based on the above definition, the goal of content marketing is to build a strong relationship with prospects and deliver highly valuable content which is relevant to potential customers. More precisely, content marketing helps prospects pay more attention to messages carried in the content and stimulate their curiosity to understand your products. Hence, by the time prospects finish transactions, they have been educated about products you sell, and are more likely to have an affinity or loyalty to your brand over other existing competitors. When taking a close look below, undoubtedly, you will find that content marketing is one of today’s best marketing approaches. ## Why do you need content marketing? The current environment, especially in social media, is filled with interruptive and annoying banners. Something even worse is people nowadays get used to them and act as if nothing showed up. Moreover, direct mail, trade shows, and telemarketing are yielding less new business. In order word, the effectiveness of traditional push-in marketing approach is declining. On the other hand, it is reported that[content marketing costs 62% less than traditional marketing and generates more than three times as many leads](https://l.facebook.com/l.php?u=http%3A%2F%2Fcontentmarketinginstitute.com%2F2016%2F08%2Fcontent-marketing-stats%2F&h=ZAQECOqDn). More and more companies, small and medium enterprises in particular, find that creating quality content on video platforms, blogs, and social media brings new business at higher rates. Although some may claim that content marketing is expensive, the fact is that it’s much cheaper than traditional marketing approaches. For example, in terms of total spend for desired actions, content marketing is more effective, easier to begin, and, more importantly, popular with consumers because of highly relevant and specifically designed content. Content marketing not only make use of marketing budgets maximally but also reduce the money spent on traditional advertising drastically. ## How to increase content quality ? Compelling content always attracts customers to the business. The content, without a doubt, must be useful to customers and not just a promotional message. There is, however, no one-size-fits-all and universal copy formula, not to mention that there are several types of content, live video on Facebook and podcast for example, you can make use of. With that said, some fundamental principles discovered by professional marketers has been well-known and implemented thoroughly. First of all, starting with a story, whether it is a funny plot or heart-stirring scenario, is a desirable hook. The story must be relevant to customers. It could be customer’s personal experience or, more precisely, customer’s pain points in their daily life. By doing so, the audience will be enticed to pay attention to your works. Secondly, creating a series of episodes (or event) featuring similar proposition with the end of the content slightly overlapped the beginning of the next one and pulling all the threads together to form a complete big picture. These series of episodes stimulate audience’s curiosity and, at the same time, make them tightly close to the message you desire to deliver. The last but not the least, always make the audience feel that you stand on their side and you are their confidant. The content should, once again, be emotionally useful or even authentically professional to gain audience’s trust. After all, as a friend of your audience, is it ethically right to lie your friend? ## How to increase the value of content ? With the quality content in your business, the next step is to distribute content and make it easily found by prospective customers using either search engines, which required a sophisticated understanding of search engine optimization (SEO), or social media. One of the easy ways to increase exposure opportunities is to show your appearance in every different channel , Snapchat or Instagram or Twitter for instance, because some audience may only be active on certain social media or communities. Having said that, under no circumstance do I emphasize that you should create different content for different channels. Instead, you should make your content replicable and ensure consistency in every platform. This not only significantly reduces your effort managing accounts on different platforms but also creates a common topic even if they are audience from different platforms. Lastly, adding audience’s thoughts to an ongoing dialogue can nurture an active audience and gain credibility in the marketplace because it is exactly the support of an audience conferring expertise in a particular area. ## Selected Example Through inviting buyers to share their reviews via unboxing videos and articles, S3 Beauty Store, a cosmetics shop based in Taiwan, takes the advantage of user-generated content to swiftly accumulate customers trust. On top of that, It also makes use of videos featuring useful and professional methods for how to apply cosmetics in social media marketing, causing word of mouth and viral effect. ([Video](https://www.facebook.com/s3beauty/videos/1383795901652497/)) ## The takeaway The underlying goal of content marketing is to turn visitors into customers and further make customers become evangelists of your company. The power of content marketing, nevertheless, won’t take effect right after you just publish your first blog or finish editing video clips. By and large, It takes a certain amount of time and needs the accumulation of contents. More significantly, despite that some may claim outsourcing content marketing is the best way in terms of focusing core business, the cost, on average, is usually not cheap and is another financial burden for companies just getting off the ground. Running your own content marketing not only train yourself to produce original and quality creation but also make yourself understand your audience better, figuring out prospective customer’s habit. ## Looking ahead By no means should a company invest all the resource into content marketing. Traditional outbound and paid marketing, such as Facebook ads, is still necessary. Content marketing is designed to pull in only those customers who are interested in the product. It is not an elixir. Only when leveraging both well can you lead a company to another business milestone. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 【Trend】Future Imagination of Ecommerce & Retail URL: https://www.tagtoo.com/blog/Trend-Future-Imagination-of-Ecommerce-Retail | Date: 2016-11-04 Summary: It has been 20 years since eCommerce developed in Taiwan, from feeling it doubtful firstly, till now there have been many brands which are forced to go online, and the government has also started to focus eCommerce as one of the industry strategies. So far the percentage of eCommerce among whole retail industry market share has already been around 10%. It has been 20 years since eCommerce developed in Taiwan, from feeling it doubtful firstly, till now there have been many brands which are forced to go online, and the government has also started to focus eCommerce as one of the industry strategies. So far the percentage of eCommerce among whole retail industry market share has already been around 10%. 　　That’s it? Do you think that the next step of eCommerce, is just continuously pulling retailers online and expanding the market share? ### Mobile as Media of Clicks and Mortar > By utilizing mobile, let eCommerce and retailing become one same thing. ——Said by 91APP CEO. 　　Speaking of eCommerce, while the web traffic gradually transfers from PC to mobile, the mobile traffic concentrates on APP but not mobile-web. 　　Furthermore, on the physical retailing side, 91APP CEO also found that the combination of APP and the offline store can not only help retailing industry integrate the original fragmented information, but also merge the online and offline membership system to release coupons precisely. Through APP, we could guide consumers to the store that suitable for them, and also decrease time-wasting in the shopping process. ### ZALORA experience sharing: Eye-catching plays a vital role, especially the environment where eCommerce’s still immature 　　ZALORA operating director, Giulio Xiloyannis, shared that, because of the complexity of Southeast Asia market, we can’t compare to Europe, North-America, even South-America, which can be told as one country one market. Especially, though the mobile usage in many SEA countries is high, the eCommerce development is still limited because of logistics and payment technology haven’t been completed enough to link together . 　　Therefore, ZALORA has launched the O2O “pop up store”, each store will run for 3-6 months. While “pop up store” displaying products, there will also have QR codes to let consumers scan by ZALORA APP and link to the online purchasing page. 　　Besides, he also said that TV actually is an easy-to-use promotion channel. To fashion eCommerce like ZALORA, as long as they sponsored fashion related TV programs, it could completely bring higher conversion rate than only did digital marketing. ### Only Omni-Channel Development Winner Gets All 　　He also shared about his observation of mobile eCommerce. Usually, while eCommerce in that country is well-developed, their customers always started approaching Internet and eCommerce through PC, thus their mobile eCommerce hasn’t caught up yet. 　　On the contrary, eCommerce in the country that is slow-developed, their mobile eCommerce will have more potential to be well-developed. Besides, on the mobile side, because it’s still necessary to key-in credit card number when purchasing, it’s quite troublesome to most of the people, so the percentage will be higher on the customers who paid cash. ## 【Event】IMPACT Forum Review－Speech of Lalamove Director URL: https://www.tagtoo.com/blog/Event-IMPACT-Forum-Review-Speech-of-Lalamove-Director | Date: 2016-10-28 Summary: Sharply said by Blake Larson, Lalamove execution director, ＂the main point is to provide the highest efficiency.＂ 　　Actually many small and medium enterprises in Asia are having the needs of delivery, but because of funds limits, it’s difficult to own logistic system itself. Outsourcing becomes an option, but still not perfect on efficiency. > “ Logistics isn’t a cool business at all. ” Sharply said by Blake Larson, Lalamove execution director, ＂the main point is to provide the highest efficiency.＂ 　　Actually many small and medium enterprises in Asia are having the needs of delivery, but because of funds limits, it’s difficult to own logistic system itself. Outsourcing becomes an option, but still not perfect on efficiency. 　　As Blake’s observation, 20% of GDP in most of Southeast Asia countries are from logistics, which is a great market obviously. And on the other hand, he also found that most of the drivers that appoint by logistics company aren’t working efficiently. They might have work for more than 10 hours per day, but actually didn’t make enough deliveries. 　　He thinks that if supply and demand can happen on the same platform, with the fastest speed, reasonable price, and better user experience, may create business opportunities. And this is how Lalamove being founded. 　　Lalamove started in Hong Kong, setting up the technology mechanism in only 10 weeks, and expanded to Singapore, Thailand, Taiwan, China, and other 29 countries, with over 50 thousand driver partners, 500 thousand users, and growth 30% in profit. 　　When it comes to how Lalamove succeed, Blake thinks that sustainable managing is one of the key factors. ＂Most people say that entering China market is cash burning, conversely, we don’t want to do that.＂Rather than cash burning, he thinks that Lalamove should focus on its biggest advantage: fast. 　　Take developing Kuala Lumpur market as an example, originally the products need at least three days to deliver, Lalamove can make it in an hour. Thanks to the efficiency, they easily earned word of mouth without any advertisements; Obviously, with the bigger market, they can provide the lower price to benefit their customers. 　　Through technology, stores can not only directly call the nearest carrier, but also equip Internet of things devices to help automatically deliver what customers have bought right after they finish their purchasing. 　　While expanding the territory in Asia, Lalamove also made good use of local alliance strategies, such as cooperation with Google in Hong Kong, with IKEA in Singapore, with “Lineman” in Thailand, etc. These cases all help Lalamove rooted their logistics service locally. 　　Starting from the side of consumers needs, Lalamove is thinking of the possibility of cross-border delivery, and from “point to point shipping” to “one to many shipping”. ＂Among 220 cities in Southeast Asia, we hope we can bring the changing of whole economic ecosystem through the development of logistics system!＂ ## 【KnowHow】5 Tips to Start Your eCommerce Business URL: https://www.tagtoo.com/blog/KnowHow-5-Tips-to-Start-Your-eCommerce-Business | Date: 2016-10-28 Summary: When first starting your eCommerce business, you will definitely encounter tons of challenges and barriers. You may ask yourself, “why I need to establish an online store? How can I get my first order?” Here we provide 5 tips for your first 10 orders, hope that you’ll be clearer about the future path, and completely set up your marketing strategies. When first starting your eCommerce business, you will definitely encounter tons of challenges and barriers. You may ask yourself, “why I need to establish an online store? How can I get my first order?” Here we provide 5 tips for your first 10 orders, hope that you’ll be clearer about the future path, and completely set up your marketing strategies. ### 1\. Join meet clubs and fairs to obtain sales. 　　Before your eCommerce website started, you can absorb some feedback from those success selling experiences by focusing a specific group of people on lots of fairs and meetups. Lots of creative fairs, such as PMQ in Hong Kong, Huashan1914 Creative Park in Taiwan, are becoming the starting point of some brands. Your fans can see your products with their eyes personally by attending those fairs, designer clubs, entrepreneur meetups, etc. 　　Through the hustle and bustle of large crowds, you can put your name cards in front of your booth, and observe which age group, gender and characteristic of people will stop and ask for more information. Simultaneously, you will understand which kind of product attract the right people most, in order to emphasize the most popular product in the following sale opportunities. ### 2\. Start to spend on FaceBook Ads and set Google Adwords 　　Next, you can try to spend a little amount of advertising budget on your online shop, products or posts. FaceBook Ad is the most accurate Ad exchange platform, so every eCommerce shouldn’t miss this chance. Of course, although FaceBook provides an extremely precise system, online retailers still need to observe their target audience about their lifestyle and what they care continuously, in order to create an Ad that meets their hobby. 　　The most important thing is that FaceBook Ads is not for earning profit at first, it’s for repeated testing your advertising strategy and turning potential audiences into your fans. 　　The other most scalable online advertising method is Google Adwords, its exposure basis comes from existing advertisement of your goods. Especially for the brand-new product without much reputation, Google Adwords is an appropriate way to enter the market because you can easily control budget and target market. ### 3\. Collect a list of your target audiences 　　Create a special topic with your potential audiences, in order to build a list of your target audiences. This list may come from your past customers, fans that follow your fan page, and in your Facebook groups. These groups of audiences are the most likely to become early adopters for your online business. After created the list, you can prepare to send newsletters to them through Email. ### 4\. Become part of minority community 　　In America, eCommerce usually use Reddit to connect their potential audience. Reddit create a space for audiences with different kinds of specialties and hobbies to connect and interact. You can imagine it as Hong Kong or Taiwan’s online forum website. The number of users isn’t high, but they absolutely can be called as “die-hard fan” with a high degree of attention, passion, and stickiness. You can first try to build a reputation by giving feedback, discussing or reviewing. After they became a part of your brand, the selling goal will be more easily to achieve. ### 5\. Operate another platform or channel to express who your brand is 　　With audiences’ attention degree dropped, operating multiple social platforms has been necessary to eCommerce owners. Take Instagram as an example, the more followers you own, the higher exposure you have. To obtain high exposure, first you need to find out some accounts which are massively followed by more than a hundred thousands of people, then pay for advertisement show off on these specific accounts. The criteria of billing depend on how many followers this account owns, and this method is usually cost-effective. 　　When it comes to conversion rate, the other one we must mention is blogging. If pursuing high reach rate and conversion rate, you must quote the most popular current event or public figure. You can also build relationships between celebrities through writing an article, they may share your works and introduce you to him/her fans. 　　Back to blogging, the first step is to make sure the objective of your blog. “What value or meaning you’ll provide to your audience?” Once you make up your mind, then start with the issue related to your products or quote other’s words. But remember to start from a small community rather than directly tag any celebrities, for fear of considering as pretending to be familiar with him/her. Express your passion or your feelings towards the seniors in the same area. Last but not least, SEO(Search Engine Optimization) plays a vital role, by setting meta tag and description to optimize web page ranking. ### ＊Conclusion 　　To sum up, the first 10 selling experiences are really important to your eCommerce, it may be the biggest challenge in the beginning of your business, but if you can conquer them, they’ll not only make you find out where your early adopters are but also develop a skilled model on operating and online marketing. ## A brief introduction to Performance Marketing URL: https://www.tagtoo.com/blog/A-brief-introduction-to-Performance-Marketing | Date: 2016-10-26 Summary: In today’s digital marketing industry, CPM campaigns are recommended for massive exposure to increase brand awareness while, on the other hand, cost-per-click (CPC) campaigns is expected to bring in more traffic for websites. Indisputably, everything seems reasonable and logical. However, the underlying crisis is emerging in a way we barely notice. Even though performance marketing has come into existence for a while, the neglected value and importance just awaken marketers’ attention currently. \-- Tagtoo ## What is the problem of traditional digital marketing ? In today’s digital marketing industry, CPM campaigns are recommended for massive exposure to increase brand awareness while, on the other hand, cost-per-click (CPC) campaigns is expected to bring in more traffic for websites. Indisputably, everything seems reasonable and logical. However, the underlying crisis is emerging in a way we barely notice. It is reported that more than 50% of the paid online display Ads over the past years have never appeared or pop out on internet users’ screen. In other words, even if there is an apparently excellent marketing performance, it actually exists a certain portion of fraudulent Ads impressions which are possibly manipulated by bot traffic or, even worse, not viewable at all. Hence, it is urgent to stop the reliance on traditional approaches, CPM model in particular. Right now, what an e-commerce business needs is Performance Marketing. What can Performance Marketing bring with you ? While there are many different definitions about Performance marketing, the majority of them, in fact, talks about exactly the same concept — advertising campaigns with the objective of driving specific actions. More precisely, advertisers pay only when a specific action is completed, such as a sale, lead or even download. Therefore, however much the amount of performance marketing budget a marketer will allocate into, the marketing campaign has been proven to be both efficient and profitable. Moreover, performance marketing can create win-win opportunities for both parties, advertisers, and publishers, if it is carried out in a right way by an experienced company. For one, the transparent pricing model and measurable performance provide a dispassionate report with trackable statistics for advertisers. Also, by boldly guaranteeing a certain number of return on investment (ROI), which is almost impossible in traditional marketing campaigns, performance marketing has successfully reversed the traditional value proposition of advertising. ## What is the technique used in Performance Marketing ? Generally speaking, the way how performance marketing achieves those incredible jobs is through the use of data-driven technology, one of them being Dynamic Personalized Ads (DPA). DPA, from my perspective, is one of the most powerful derivations from performance marketing and is pervasively applied into the marketing campaign nowadays. More importantly, the digital banner is configured by program algorithms to automatically recommend the most relevant and heart-moved items based on several metrics, such as time spent on each page and the item selected in shopping carts. In addition to that, a great number of related products can be listed in a single banner at the same time, greatly stimulating customers desire. Another message, a good news for social media marketers, worths mentioning is that this technique is launched by Facebook and Instagram recently. Although the way it does is slightly different from Ads networks we are familiar with, DPA also plays an important role in social media marketing and instantly intrigues potential customer to glimpse at the banner. ## How does it work ? Due to the fact that every performance marketing company has diverse approaches to fit the aforementioned criteria, the early-stage preparation in advance to start carrying out performance marketing is different as well. Nevertheless, there is a commonly critical step — place a snippet of code on your website’s page. Take Facebook Pixel, a term of what we call snippet of code, for example. After marketers add the tracking code collecting data from mobile phones, tablets, and desktop computers on websites, all of of visitors’ footprint will be sent to carry out centralized computational analysis. The more user habits the database accumulates, the more accurate and powerful performance marketing is. Later on, Ads will only display to people who are most likely to convert and eventually brings stable revenue for your business. ## Looking Forward In a nutshell, most e-commerce business carries high risk. Something going wrong in either inventory or fulfillment or delivery could make a competitively well-functioning company collapse in the blink of an eye.  The advantages brought by performance marketing are exactly what professional marketers should consider and need. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 5 Steps to create a successful e-commerce based on Lean Startup URL: https://www.tagtoo.com/blog/5-Steps-to-create-a-successful-e-commerce-based-on-Lean-Startup | Date: 2016-10-16 Summary: As Steve Blank wrote in Harvard Business Review -- the lean start-up movement hasn’t gone totally mainstream, however, and we have yet to feel its full impact, what we should do right now is to take the power of Lean Startup and apply the concept into e-commerce business. What Lean Startup enlightens us are more about the spirt than methodologies. \-- Tagtoo As Steve Blank wrote in Harvard Business Review -- the lean start-up movement hasn’t gone totally mainstream, however, and we have yet to feel its full impact, what we should do right now is to take the power of Lean Startup and apply the concept into e-commerce business. ## 1\. Use of existing resource One of the spirits of Lean Startup, from my perspective, is never spending any penny until knowing each step well. To one’s relief, with more and more free-trial softwares or online resources one has the access to efficiently and affordably, building a mockup website consisting essential functions and modules to collect customer feedback is no longer a mammoth project. These resources include Wordpress for websites, Dreamstime for quality photos and PayPal for payment gateway. Of course, there is another way to test if the product will become popular and make customers take out their pockets, one of them being joining marketplaces, Amazon for example. Nevertheless, both aforementioned ideas are the same in essence — by eliminating those unnecessary expenses and wasted time spent on building a complete website, one will retain more energy and financial resource to make changes in the middle of the path. ## 2\. Hypothesis test Another point worth mentioning is that one tends to dogmatically hold on to his assumption toward customers’ sentiment. In term of empathy, standing in one’s shoes is relatively hard. It takes time to receive professional program to cultivate. As a result, in order to take efficient movement, one can make use of Split Test, or so-called A/B Test which has long been adopted in marketing campaigns, to gradually understand what customers really desire for and what their preference are. There is no shortcut to fully understand customers. Under no circumstance do I indicate that one can figure out customers’ shopping habit and favorable selection thoroughly. Only when carefully but boldly putting the puzzle pieces together can one see the first draft and, then, work on to garner another more clear picture. It takes time as well. However, when it comes to efficiency, Split Test dwarfs the approach of becoming an empathy master. ## 3\. Customer development Customer-centricity is one of the defining factors leading to a successful e-commerce. However, again, it not that easy to understand what customers are thinking about. Thankfully, nowadays there are some methodologies or software assisting with accumulating customer insight. For one, Google Analytics aim to provide a comprehensive customer journey on one’s website and offer more insightful data to accurately predict customer behavior. Another commonly used technique is “Get Out Of The Building”. It does sounds weird but It is literally getting out of your building to survey potential future prospects according to your product types and features. It is simple but powerful. More importantly, the benefit of having face-to-face conversations is that the information is all first-hand materials which is much more trustworthy than a secondary one. Lastly, by focusing customer development, one can start accumulating the power of word-of-mouth, increase customer retention rate, and further boost customer lifetime value. At the end, create a better customer experience. ## 4\. Incremental buildups Instead of designing a complete but untested product, one should incrementally build up products (or website) based on customer feedback and, then, apply the feedback immediately into next version of design. While this concept has been adopted in the software development for a while, it is still not common in building an e-commerce business. In the past experience, we always tried to present a perfect product with all the features we subjectively think customers will love it. The truth is, however, most of the feature or function does not solve customers’ pain points. In other words, they are not willing to pay any dollar even if there is a fancy and cool product provided. In order to solve this difficulty, minimum viable product, also termed MVP, is an idea worth carrying out -- using the existing resources to design preliminary products (or website) with primary values you’d like to present to customers and discarding redundant functional design if any. ## 5\. Iterations The last but not the least, how much patience and passion one has to continuously start over will determine the remaining winners. Although something unexpected could cruelly ruin one’s effort in a second, the best way to deal with it is to embrace the failure until you make it. Nothing special, just do it again and again. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 【Event】IMPACT Forum Review－Speech of Garena Nick Nash URL: https://www.tagtoo.com/blog/Event-IMPACT-Forum-Review-Speech-of-Garena-Nick-Nash | Date: 2016-10-14 Summary: ＂In China, there’s half chance to meet a person has the habit of playing mobile games, it’s gradually normal just like watch a movie or TV.＂Said by Garena Nick Nash, ＂although there aren't many mobile games players in Southeast Asia now, it’ll probably increase from 15% to 50% in short period of time.＂Nash predicted. ＂In China, there’s half chance to meet a person has the habit of playing mobile games, it’s gradually normal just like watch a movie or TV.＂Said by Garena Nick Nash, ＂although there aren't many mobile games players in Southeast Asia now, it’ll probably increase from 15% to 50% in short period of time.＂Nash predicted. 　　Furthermore, Nash spotted that mobile games need a portal, so Garena aim to develop itself as the biggest game platform in Taiwan and Southeast Asia, with 300 gaming competitions in a year, not only attended by so many people but also attracted more than 1.6 million people watching online, which is almost as well as the ratings of NBA and FIFA. 　　Let’s take a closer look, Garena’s main operation area are digital content, eCommerce, and payment. In eCommerce, Nash shared his philosophy about starting Shopee with C2C model. He separated products into CCC (such as PC, mobile device, camera, etc.) and non-CCC (clothing, toy, cosmetic, etc.), Most of eCommerce selling CCC products, but the products left in stock are not easy to manage and usually losing money. ＂In comparison, non-CCC products have a higher profit around 6–7 times rather than CCC-product.＂Said by Nash, and this is also similar to the path of Alibaba. 　　And in payment, Garena owns＂Airpay.＂According to Nash’s observation, in the past 30 or 40 years, there’s totally no perfect financial system. Lacking of checks and savings account services, especially to eCommerce, it’s an inefficient operating model. 　　Airpay emphasis＂ATM reverse,＂customers don’t need a bank account or credit card, just have to pay cash and transfer it into a number in accounts to pay games and eCommerce fee. Besides, Airpay utilizes the GPS positioning to find local ATMs and get to know where are sellers and buyers on Shopee. 99% of consumers in Thailand are living within 3km from the nearest Airpay counters, and the next goal for Airpay is 0.5km. 　　＂In the next 5 to 10 years, the Eco-system in Asia will be gradually completed, both Taiwan and Southeast Asia are going to be integrated into this eco-system,＂Nash continued, ＂just these regions we have more than 5 hundred million consumers, so there are many chances waiting for us.＂ 　　＂Take Indonesia as an example, with more than 2 hundred million population and penetration of mobile usage, additionally 4G mobile network configuration, even now trying to reach 5G; That’s why Indonesia can develop faster than others with huge business. 　　The key reason of Garena’s fast growing is that they’re really good at scouting talents. No matter which region, the appointment always focuses on localizing.＂We formed great local teams in every place.＂Nash emphasize, ＂customer-oriented, put all effort in and humble are our criteria to select talents.＂ ## According to Amazon, here’s how you should improve your eCommerce website URL: https://www.tagtoo.com/blog/According-to-Amazon-here-s-how-you-should-improve-your-eCommerce-website | Date: 2016-10-01 Summary: A more quality product can catch customers attention and, sometimes, have a significant influence on their initial decisions. This is particularly true when upsell offers are applied during checkout —not only saving time for customers but also simplifying the shopping journey. It is therefore expected that customers’ average order value will be raised up. Even though most of sales techniques are widely adopted, some of them are easily ignored and can be the missing piece of the whole picture. \-- Tagtoo Upsell offers ### Upsell offers A more quality product can catch customers attention and, sometimes, have a significant influence on their initial decisions. This is particularly true when upsell offers are applied during checkout —not only saving time for customers but also simplifying the shopping journey. It is therefore expected that customers’ average order value will be raised up. Amazon, a retail giant, is experienced in carrying out this sales technique. The auto-recommendation with premium product list will show up when someone selects a specific category, incentivizing buyers to change their mind and choosing the high price one. Newsletter opt-in popup ### Newsletter opt-in popup Acquiring visitors’ emails is a good start to build a relationship with prospects, engaging them with any event information and discount promotion. Usually, these opt-in popups are on the corner of the company’s website in order not to interrupt customer experience and the design of landing page, making customers feel more comfortable in browsing. In most cases, these popups contain coupons to prompt website visitors’ action. For example, Zalora, the biggest fashion e-commerce in Southeast Asia, offer 15% off discount to encourage visitors to become members and make their first purchase. Abandoned cart emails ### Abandoned cart emails We don’t know why customers exited the site before making a purchase. The reasons behind are diverse. There is, however, one thing for certain — the significant correlation between customers’ desires and items they select. Hence, by reminding customers of abandoned carts and coupling with the auto-recommendation of related products, customers may make a purchase on impulse. The notable instance is Amazon. As one of the largest marketplace in the world, Amazon carries out abandoned cart emails flawlessly, reaching to its ultimate. Those personalized mails powerfully lure customers into purchasing and taking actions. Referral offers ### Referral offers There’s nothing more compelling than friends’ endorsement. Starting from the existing customers and transforming customers into brand ambassadors are indisputably brilliant strategy, creating a reciprocal ecosystem for both customers and e-commerce business. More importantly, this sales technique brings more new customers in costs less in terms of the marketing budget. Airbnb, a P2P homestay marketplace, is one of the incredible ventures making use of referral offers well and enabling its customer network to become more considerable, benefiting both givers and recipients. Without a doubt, that’s of the key elements making Airbnb stand out. Exit-intent popups ### Exit-intent popups Staying longer on the site means more convertible opportunities and monetizing chances. Therefore, e-commerce seller should endeavor as much as possible to delay their leaving because exit-intent popups may be the last moment to get your depressed customer back. And Yes, undoubtedly, it is integral to deliver a heart-moving message. Knowing the strategy already, Dallas Cowboys, a professional American football team, set up the popups with extremely attractive discount about free shipping. Even though we have no idea how much it improves the sales, the message, at least, provides one more opportunity for conversion. Retargeting ### Retargeting With more and more people using Adblock, a browser extension blocking any advertising banner, delivering Ads through Facebook to potential customers seems the only channel that works. As a result, the adoption of Facebook pixels is becoming another critical key to boost e-commerce growth. For those unfamiliar with how Facebook pixels works, the lines of snippet code might be an entry barrier, distracting one from his core business. Thankfully, there are some solution providers one can turn to — of course, Tagtoo is one of them. Customer loyalty programs ### Customer loyalty programs Transforming prospects into frequent customers is the goal we desperately desire to reach. It is largely because regular buyers have more potential to place bigger orders and furthermore become company’s ambassador, promoting one’s e-commerce. The loyalty programs are exactly the sales techniques to develop unbreakable bonds with customers, improving returning customer rates. The example worth mentioning is NBA.come. Once you attend one of the games during regular season or playoffs, you will become the one enjoying the latest and unique discount news. All they are striving to do is build an one-to-one conversation, making every game experience special and remarkable. Newsletter emails ### Newsletter emails There are so many e-commerce businesses nowadays. Garnering customers’ attention among all contenders is an indispensable step toward business continuous growth. Keeping customers updated and engaged with product updates and offers are one of the critical steps. However, by no means should one send a newsletter every day — It is recommended to do so once a week instead. Netflix, an American streaming media company, sends subscribers recommended television and film series based on customers’ interest and watch history. Without a doubt, they are doing a well-done job by leveraging the content in newsletter mail and frequency in distributing content in order not to interfere with customer experience. Satisfaction letter ### Satisfaction letter Customer shopping journey never ends when they finish purchasing. After-sales service is as paramount as other shopping processes. More precisely, satisfaction letters are one of the essential tips to win the customers’ favors and present your gratitude and sincerity for their orders on the behalf of companies. Carrying out for a long time, Amazon always puts customers into first priority. The customer-centric culture can be observed in the post-sales letter when placing orders from the site. The satisfaction letter makes customers feel cared and loved, more willing to buy more. Direct Comparison ### Direct Comparison Customers tend to compare similar types of products before finalizing their purchase. Nevertheless, products comparison is time-consuming and exhausting. In most of the time, customers need to go back and forth among different sites and marketplaces to ensure the lowest price or the most satisfying features. The inconvenience deters buyers from moving forward and having the courage to place orders. It is not easy as expected because you might irritate your competitors. However, FUGOO, a Bluetooth speaker e-commerce, boldly makes the direct comparison between their product and speakers made by other companies, listing the advantageous features to manifest their strengths. ### Conclusion The essence and quality of product determine the majority of game consequence. The aforementioned tips are not major scorers but solely assistant players. Only when the product strength is consolidated and enhanced do the above tips take effect and have a positive influence on business growth. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Marketers, here are 8 points why you should choose programmatic buying URL: https://www.tagtoo.com/blog/Marketers-here-are-8-points-why-you-should-choose-programmatic-buying | Date: 2016-09-18 Summary: The online display advertising industry has been completely revolutionized in recent years due to the introduction and rise of programmatic media buying. As long as enough and right data is applied to the algorithm, programmatic buying makes the transaction easier and more effective, significantly improving marketing campaign. Programmatic buying is becoming not only the mainstream but also the only hope in next generation of marketing. \--Tagtoo Statistics credit : eMarketer The online display advertising industry has been completely revolutionized in recent years due to the introduction and rise of programmatic media buying. As long as enough and right data is applied to the algorithm, programmatic buying makes the transaction easier and more effective, significantly improving marketing campaign. According to statistics from eMarketer, it is reported that programmatic buying already accounted for nearly 60% of all US digital display advertising in 2015. The report further indicates that the percentage could rise to 72% in 2017. Unsurprisingly, with increasing budget allocation into programmatic buying, it continues to represent the future of digital advertising. Here, we list 8 main advantages of adopting programmatic buying, making it easier for readers to better understand how powerful it. ### 1\. More efficient Thanks to the data-driven technology in programmatic buying, precisely targeting customer is no longer a daydream. The centralized process in a single platform significantly reduces hassle in watching Ads campaigns in different channels. Moreover, programmatic advertising is capable of rapidly carrying out efficient exposure and a great amount of conversion, making good use of every dollar you spends. ### 2\. More relevant The advertiser is not the only one gaining the benefit. Consumers get the benefit as well. Since the algorithms applied in programmatic buying keep optimizing and updating itself as the database becomes stronger and more complete, there is a greater relevance in the content the algorithms produce for consumers. In other words, programmatic can satisfy customer’s subconscious needs without creating any annoyingness and disrupting user experiences. ### 3\. More extensive Apart from targeting existing users, the scope of programmatic buying is way beyond that by adopting a technique called “Look-like”. It allows advertisers to tap more extensive audience who shares not essentially the same, but similar interests with the existing target audience, exploiting those once unreachable and untapped customer segments. Lastly, discover another niche customers. ### 4\. More democratized The ecosystem of programmatic buying is open to any advertiser and publishers regardless of company's’ size or marketing budget. Everyone is welcome and free to participate in selling and buying media placements in this marketplace. Undoubtedly, this is a good news for smaller advertisers, agencies and publishers. ### 5\. More connected The advertising display on cross-devices is becoming highly connected. Programmatic buying selectively delivers the best suitable Ads to users not only based on demographics, but also psychographics, precisely predicting users’ behavior and the devices they are holding or using in different time. More importantly, the cross-devices display makes digital marketing campaign more consistent and appealing to internet users. ### 6\. More versatile As compared to traditional display approach, standard banners, for instance, programmatic advertising nowadays is able to deliver more versatile and interactive banners. The multiple functionalities are the feature that make it outstanding. Take Dynamic Product Advertising, for example. The algorithm programmatically chooses a series of product user might be interested based on their website footprint and purchase history and, then, automatically produce a well-designed product list banner. Without a doubt, this highly stimulates purchase desire and makes a banner not just a banner. ### 7\. More viewable Even though programmatic buying is sometimes notorious for malicious fraud and unreliable transparency, there actually exists an advanced technology assisting with this ongoing problem and creating more viewable space for Ads. It also significantly helps catch the attention of internet user and get the access to acquiring the top 10% of placement viewed for the longest time. ### 8\. More opportunities The last but not the least, programmatic buying will see a huge potential to grow in the near future. There is no sign of slowing down. With more and more resource invested into this field, there is no doubt that a next-generation technology applied to programmatic marketing is coming soon. There would be much more chances for both advertiser and publisher to carry programmatic buying. The future in this area is just beyond imagination and is limitless. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 【Trend】Logistics Evolution You Must Know in Southeast Asia URL: https://www.tagtoo.com/en/blog/Trend-Logistics-Evolution-You-Must-Know-in-Southeast-Asia | Date: 2016-09-03 Summary: Before the eCommerce giant LAZADA tackled the payment and logistics bottleneck, occupying Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, 6 main SEA markets in 4 years with 40 thousand sellers and a transaction of 1.3 billion, these countries’ logistics services hadn’t been ready yet in early 2012. ### Introduction 　　Before the eCommerce giant LAZADA tackled the payment and logistics bottleneck, occupying Singapore, Malaysia, Indonesia, Philippines, Thailand, Vietnam, 6 main SEA markets in 4 years with 40 thousand sellers and a transaction of 1.3 billion, these countries’ logistics services hadn’t been ready yet in early 2012. 　　So what has logistics been developed during this period of time? ### SEA Evolution starts from LAZADA 　　All the stories must speak from LEX（Lazadaexpress）, which is the subsidiary company to empower LAZADA the ability of last mile distribution. With 60 distribution centers, 8 warehouses, and sourcing hub set, supporting over half of LAZADA’s orders and gradually sweep across each main city in Southeast Asia. 　　Furthermore, LAZADA cooperates with 62 logistics partners to control the distribution in suburbs; at that time, over 60 percent of orders could finally arrive no later than the second day. *3PL: Third party logistics. Independent from both sellers & buyers and providing professional logistics services. 　　There’s another logistics solution called “LGS (LAZADA Global Shipping)”, which is more suitable for cross-border sellers. ### Specialization Services Developing 　　As you can see, in response to the regional restriction, logistics industry chain has developed specialization services that better overcome the obstacle and generate revenue. Here we pick two of all that are frequently discussed by online retailers, “Last-mile delivery” and “First-mile delivery”. 　　The first mile refers to the movement of products from a retailer to a courier service or to anyone who will take these goods to their end users; Amazon once said that it’s a way to increase control over the end-to-end customer experience, as well as to stem rising delivery costs. The representatives are such as, DHL, Lalamove .etc 　　And the last-mile is a metaphor used to describe the movement of goods from a fulfillment center to their final destination. Last-mile delivery is also called “the moment that matters”, which means “when the package arrives.”For eCommerce companies, owning the moment that matters is an important long term strategy, because that is how you build a loyal customer base. The representatives are such as, Ninja Van, Zyllem, Bringg .etc 　　Actually, there are plenty of small last mile delivery companies around Southeast Asia, and both of these aspects involve many processes including storage, transportation, etc and can be addressed by an efficient logistics industry. ### Existing Some Crucial Bottlenecks 　　Although logistics services have been improved in decades, in today’s age there is still some crucial problem exist: (excerpts from [Bringg Blog](https://l.facebook.com/l.php?u=http%3A%2F%2Fbringg.com%2Fblog%2Finsights%2F4-challenges-of-last-mile-delivery-for-ecommerce%2F&h=1AQHF-p0p&s=1)) ### 1\. Control Cost 　Do you know that [28%](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.beverageworld.com%2Fuserfiles%2Fdocuments%2FTelogis-FourTacticstoImproveLastMileDeliveryEfficiency_WP.pdf&h=VAQG9X-Yx&s=1) of the total delivery cost to a business comes from the last-mile? Especially the same-day/on-demand delivery has put a greater strain on budgets. Take Amazon for example, their largest cost was fulfillment and their biggest challenge was last-mile delivery. Therefore, owning the entire supply chain turned out to be the solution to handling the challenges of last-mile delivery. ### 2\. Increase Transparency 　In the modern on-demand era, customers want to have full, real-time visibility over their deliveries. That is, they want to see the entirety of the last-mile. Take Uber for example, their customers can follow the driver through a real-time map to know exactly when they arrive. ### 3\. Increase Efficiency 　On-demand has penetrated every industry and business, and online retail is no exception. To increase the efficiency, Technology is the key. Such as automatically dispatching to the right delivery person, in the right area, at the right time can help decrease the delivery time. ### 4\. Reduce Friction 　A frictionless delivery experience helps streamline efficiency and cut costs, and it requires technology that enables open communication between the customer and the delivery person to actually understand what customer needs in advance. 　　Upcoming first and last mile startups are attempting to create an ecosystem where better improving the imperfect situation now still faced in SEA. In spite of those challenges, same-day delivery, on-demand delivery, last-mile/first-mile delivery are definitely trend solutions for online retailers. References: [https://lazadamypsc.zendesk.com/hc/en-us/articles/217922398-What-is-Lazada-Global-Shipping-LGS-](https://business.facebook.com/l.php?u=https%3A%2F%2Flazadamypsc.zendesk.com%2Fhc%2Fen-us%2Farticles%2F217922398-What-is-Lazada-Global-Shipping-LGS-&h=hAQHbsvJ8&s=1)[http://wiki.mbalib.com/wiki/%E7%AC%AC%E4%B8%89%E6%96%B9%E7%89%A9%E6%B5%81](https://l.facebook.com/l.php?u=http%3A%2F%2Fwiki.mbalib.com%2Fwiki%2F%25E7%25AC%25AC%25E4%25B8%2589%25E6%2596%25B9%25E7%2589%25A9%25E6%25B5%2581&h=TAQESoYsI&s=1)[https://lastmile.sg/](https://business.facebook.com/l.php?u=https%3A%2F%2Flastmile.sg%2F&h=DAQGL7SIZ&s=1)[http://blog.datafox.com/last-mile-logistics/](https://l.facebook.com/l.php?u=http%3A%2F%2Fblog.datafox.com%2Flast-mile-logistics%2F&h=SAQGsjVIq&s=1)[http://www.iamwire.com/2015/11/mile-mile-delivery-startups-revolutionize-logistics-ecosystem/126392](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.iamwire.com%2F2015%2F11%2Fmile-mile-delivery-startups-revolutionize-logistics-ecosystem%2F126392&h=wAQGJyBWv&s=1)[https://prospress.com/what-is-the-last-mile/](https://business.facebook.com/l.php?u=https%3A%2F%2Fprospress.com%2Fwhat-is-the-last-mile%2F&h=7AQGAdp2u&s=1)[http://bringg.com/blog/insights/4-challenges-of-last-mile-delivery-for-ecommerce/](https://l.facebook.com/l.php?u=http%3A%2F%2Fbringg.com%2Fblog%2Finsights%2F4-challenges-of-last-mile-delivery-for-ecommerce%2F&h=zAQFcyKws&s=1) ## Marketers, it’s time to shift to programmatic marketing URL: https://www.tagtoo.com/en/blog/Marketers-it-s-time-to-shift-to-programmatic-marketing | Date: 2016-08-26 Summary: Programmatic marketing can be complex but it, at the same time, opens up a series of opportunities. Programmatic marketing can be complex but it, at the same time, opens up a series of opportunities. \-- Tagtoo As a marketer, coming up with resource-efficient and, meanwhile, cost-effective marketing campaign has always been the dream one pursues. The difficulties, in fact, lie in the baffling deductive process about searching for right target audience and the complicated calculation toward budget allocation. These obstacles prior to a successful marketing campaign just become terrible nightmares and make one breathless. With that said, programmatic marketing, which is on the rise, could greatly assist with alleviating the phenomenon and potentially being the elixir to cure all the symptom. The buzzword, nevertheless, is used widely among the marketing agencies and marketers while it can be confusing for the vast majority of beginner having little understanding in marketing area. The definition acquired from [Smart Insights](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.smartinsights.com%2Finternet-advertising%2Finternet-advertising-targeting%2Fwhat-is-programmatic-marketing%2F&h=ATNIu9wmyn629he-Z3S2vCGyhYBuj03oJkRziRpO-WwfdRPc3v6evVmuss0b3_aT4XrMY-W8CrWcrmciio1q8_-G4O0a6A5pZ4wf0bDSIu3QwpiUoIgBhleK_q3rdTyuP3UVY5mTWV9o&s=1) is written as below. “Programmatic marketing is automated bidding on advertising inventory in real time, for the opportunity to show an ad to a specific customer, in a specific context.” To better illustrate the importance of programmatic marketing in such a fast-paced internet society and the trend in future marketing campaign, let’s delve into the carefully selected infographics about the global growth in programmatic marketing, alongside the statistics in leading e-commerce market, the US. ## Global Overview First and foremost, the buzzword is nowadays popularly implemented by companies and the statistical figures is rapidly rising without any sign showing any slowdown. Expense on programmatic marketing last year, 2015, alone takes nearly one-third of total digital spend, which is roughly 14 billion USD, demonstrating a large portion of marketing budget is allocated in to digital channel. In addition to that, the forecast of all the major regions around the world accordingly sees the tremendous positive two-digit growth while, on the other hand, traditional marketing approach loses the the favor of marketer and even will see the negative growth rate in Europe, the Middle East and Africa region. (EMEA) Undoubtedly, the role of programmatic marketing is no longer a conceptual idea but a practical mean to boost individual’s business. Lastly, when one compares the programmatic spending among countries, the US outstandingly takes the first place and sees the followers at a distant level— huge difference from others. Clearly, as one of the early pioneers, US sets eyes on programmatic marketing field already and takes the advantages efficiently, waiting for its capability and potential of transforming the entire industry profoundly. Statistics Credit : AppNexus ## US Market As aforementioned, the statistics in US market could further disclose signs of importance by breaking down into different components. One of the most notable examples is the revenue growth rate of advertising spend. When taking a close look at any of digital segment, whether it is “online video ads” or “search”, the fast-growing digital marketing channels, “mobile” in particular, signifies that excess reliance of traditional channel rather than in favor of digital one could plummet the earning revenue. Even though there is positive growth in traditional channels, it somewhat pale in comparison and could become overall negative rate within the following years. Following the breakdown of the ad revenue growth, 70% of the figures, in fact, are contributed by programmatic methods — Real time bidding. The traditional methods are gradually replaced with more advanced and efficient approaches, the one able to target customer more extensively and accurately. Without a doubt, the figure is expected to rise continuously in the future. The other statistic worth mentioning is the advertising outspending in mobile banner. In this case, the North American region was spent 6% more as compared to world’s average, revealing the fact that mobile is truly the next focusing point and the essential channel to customers. Similarly, Southeast Asia nowadays sees the increasing use of mobile devices and the consequences of no-tail effect, causing the leap from the supposed internet development. Apart from that, with the rising popularity on social media, Facebook and Twitter for example, and the availability of cellphone, people in this two regions potentially share the same internet habit. Perhaps, the future trajectory of marketing shift in this region might likely resemble what the US is experiencing currently. In conclusion, programmatic marketing opens up a series of opportunities. With the cases and statistics we learn from the US and the world’s average, the future development of Southeast Asia seems much clear and, providing a right path ahead of us. ## 【Trend】The Collaboration Between Southeast Asia & Taiwan Ecommerce is NOW Or NEVER. URL: https://www.tagtoo.com/en/blog/Trend-The-Collaboration-Between-Southeast-Asia-Taiwan-Ecommerce-is-NOW-Or-NEVER | Date: 2016-08-25 Summary: Take LAZADA as an example, with more than 15,000 seller on their platform, its volume of transaction has reached 1.4 billion in 2014, which is almost 4 times greater than 2013. Along with the steady increasing of Internet and mobile usage penetration rate, Southeast Asia can be gradually regarded as entering the mobile eCommerce era officially. LAZADA 　　Take LAZADA as an example, with more than 15,000 seller on their platform, its volume of transaction has reached 1.4 billion in 2014, which is almost 4 times greater than 2013. 　　Although the total retail sales show high potential in Southeast Asia eCommerce growth, there’s still great room for improvement on online retail penetration rate. Because of the locals are not familiar also not trust with the online payment system, most of consumers are used to cash on delivery. 　　In contrast, though Taiwan’s population is much less than Southeast Asia, eCommerce economy of Taiwan should not be neglected. It keeps grow in magnitude from 15 to 30 percent, which account for 70 percent of total retail transaction amount. 　　When it comes to eCommerce transaction amount, Taiwan owns a scale of 20 billion and is ranked tenth whole world, which is larger than India and also the total volume of Southeast Asia. 　　Briefly, there are balance of strength and weakness between these two country and region, and the result of collaboration will probably create a contend situation between America, China, Taiwan&Southeast Asia. 　　Like Jamie, Appworks CEO said, ＂Nowadays, as global economy growth has shifted to digital-oriented, > this will probably be the last chance for both Southeast Asia and Taiwan to turn it over.＂ ZALORA 　　Take ZALORA as an example, the biggest e-commerce platform and website that provides fashion and footwear products in Southeast Asia, which founded in 2012 from Rocket Internet. With grand total number of customers beyond 2.7 million, though facing selling of Thailand and Vietnam operations, ZALORA still owns endless possibility to keep as a giant in online fashion industry. PChomePay 支付連 　　And let’s see another case from Taiwan. PChome, the biggest eCommerce website founded in 2000, which also joined venture with ebay to establish [Ruten.com](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.ruten.com.tw%2F&h=QAQF1gAyS&s=1) and became Skype’s agent in Taiwan. Early in 2007, PChome has already sounded the horn of eCommerce era in Taiwan. With more and more rising stars recent years, with no doubt, PChome has created a stable basis for the following eCommerce prospect. 91APP 　　Aside from the cases we’ve mentioned, there’s already numerous retailer brands going online in Southeast Asia eCommerce marketplace. And we cannot fail to mention 91APP in Taiwan, which devoted themselves to be the backup force for cross-border eCommerce, providing the omni-channel online store operating system, in order to support retailers into the market rapidly. 　　Therefore, the possibility and improvement of collaboration prospect between Taiwan and Southeast Asia is considerable. Furthermore, the eCommerce giants we just mentioned above are going to gather and hold the eCommerce strategy summit, together with other prime leaders from both sides this year in September. It’ll definitely be a great opportunity to talk more about common future. For more information you can enter [IMPACT 2016](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.gvm.com.tw%2FIMPACT2016%2F&h=CAQFIZE8E&s=1). ## As an entrepreneur, finding a M&A exit is not as difficult as you thought. URL: https://www.tagtoo.com/en/blog/As-an-entrepreneur-finding-a-M-A-exit-is-not-as-difficult-as-you-thought | Date: 2016-08-17 Summary: The appearance of M&A in SE Asia is always strategic, never hasty. As a startup entrepreneur in Southeast Asia, merger and acquisition(M&A), apart from initial public offering(IPO), is becoming a popular exit option and one of the best ways to harvest their hard working in the company they created. Usually, there are several factors at play but the most essential and key causes are the consequences of capital inflow from foreign conglomerate, Japanese company for example, into Southeast Asia and the policies restricting the portion of ownership of international company desiring to set up companies in this region. Due to the fact that acquiring a local company brings more efficiency than circumventing regulations from individual countries, both aforementioned factors significantly boost the continuously happening deals in Southeast Asia, further accumulate enough momentum for more potential M&A within Southeast Asia startup scene in the following years. With the increasing opportunities to collaborate with those deep-pocket players or sell out one’s company, catching the attention of the international companies and proving the strategic value of one’s company become the priorities for startup entrepreneurs. Nevertheless, the way to do that is often obscure and complicated due to the limited information and mysterious tactics of acquirers and investors. Thankfully, by delving to two of the indicative M&A cases in Asia, Didi-Uber deal and Alibaba-Lazada deal, there is a glimpse of some takeaways which may assist with the goal of future M&A progress. ## Didi-Uber deal Over the past few months, the majority of the public would never anticipate that the world largest mobile taxi-hailing company, Uber, sold its biggest subsidiary, Uber China, to the local fiercest rival, Didi Chuxing. This deal, however, comes as no surprise if one takes a close look at both parties’ strategy — Overspending on driving subsidy to increase driver number and further to augment market share in order to defeat remaining competitors. With that said, the reasons why both Uber and Didi accept the acquisition deal have far more global strategic deployment than merely financial issues even though both have burned out billions of dollars. For Uber, the acquisition by Didi, under no circumstances, is such a tremendous failure. Instead, it brings Uber into another unprecedented ground, focusing more on developing new techniques, such as self-driving, and operating business in other developing countries. In Didi’s case, on the other hand, combining the two companies alone, the percentage of market share could amount up to 95%, indicating that the fusion of two parties would have prominent influences over pricing, marketing campaign and even the growth direction of the entire industry. Obviously, from this deal alone, it discloses the truth that the appearance of M&A within the same industry contains tactical strategies as well as future profitability. For a startup company, from the case above, occupying certain amount of market share (like Uber China does) is indispensable in order to earn a favorable deal. Next, brand image is also the key. Didi’s acquisition over Uber potentially paves the way to expand internationally due to the burgeoning opportunities to get recognition from counterpart’s investors, eliminating the obstacles ahead of global expansion. ## Alibaba-Lazada deal Taking place a couple of months ago, the striking new of the acquisition by Alibaba in Southeast Asia just hit the headlines on most of media coverage. As a B2C and C2C marketplace giant in China, Alibaba has never given up any chances of showing presence in every corner of the region. After reclaiming Southeast Asia for several years, the shadow of the Chinese giant remains not big enough and maintains several steps behind those leading players, such as Lazada. On the contrary, as one of the leading B2C marketplaces in Southeast Asian region, Lazada makes great effort to build complete logistics system and fulfillment service, transforming itself from a notoriously Alibaba’s duplicate into a remarkable benchmark marketplace. Obviously, Lazada has step by step overcome the problems of culture difference, segmented geography and is equipped with a deeper sense toward diversified shopping habit across Southeast Asia region. In order to gain the advantage of what Lazada has built, Alibaba spent 1 billion to acquire the buyout stakes in order to accelerate the operational progress in Southeast Asia. In other words, by acquiring Lazada, Alibaba could not only save unnecessary financial resources to squeeze out those leading players but also maintain essential energy to come up with comprehensive strategies to build another marketplace empire in this region. From a startup’s perspective, the significant strength of a company over one’s competitors, whether in infrastructure or customer relationship, would highly boost the value of the company, increasing the opportunities of being acquired from larger conglomerate. In Lozada’s case, even though one of the critical reasons why Lazada accepts the deal offered by Alibaba is the shortage in cash flow, it has shown the public about Rocket Internet’s capability and retrieve a big amount of money back. In conclusion, most of the M&A case take place with strategic considerations. As an entrepreneur, no matter which industry one is in, desiring to find an exit for startup journey, only by enhancing company’s capability and cultivating unique strength could bring one to the exit with the bumper harvest. ## 【Analysis】Will Grab, like CEO Anthony said, make Uber lose again in SEA? URL: https://www.tagtoo.com/en/blog/Analysis-Will-Grab-like-CEO-Anthony-said-make-Uber-lose-again-in-SEA | Date: 2016-08-06 Summary: After Uber sold China operation to rival Didi Chuxing, Uber now shifting its focus away from China to other overseas markets ensued. Southeast Asia become the next region for Uber that may better overcome local occupants. ＂After Uber sold China operation to rival Didi Chuxing, Uber now shifting its focus away from China to other overseas markets ensued. Southeast Asia become the next region for Uber that may better overcome local occupants. ＂ 　　Yesterday, Grab CEO Anthony Tan, which plays the biggest competitor of Uber and also invested by Didi last year, timely [sent a memo to all his employees](https://www.facebook.com/l.php?u=https%3A%2F%2Ftechcrunch.com%2F2016%2F07%2F31%2Fgrab-ceo-didi-victory-shows-we-can-beat-uber-in-southeast-asia%2F&h=rAQFW1jp3&s=1), “Uber lost once, and we will make them lose again.” It’s about the triumph of Didi showing that localized solutions can probably beat offshore companies like Uber in Southeast Asia. 　　And in the same day [Uber also said](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.bloomberg.com%2Fnews%2Farticles%2F2016-08-02%2Fuber-said-to-plan-boosting-resources-for-southeast-asia-india&h=bAQED7O2m&s=1) that they will rearrange their engineers from China to Southeast Asia. The transaction simultaneously make Uber reorganize internal resources to revise the focus market. Therefore, entrepreneur networks in Asia may be curious and predicting that which of them will prevail in SEA market? 　　In order to investigate the winning possibility of each other, in the following chapter we’re going to compare them in different aspects. ## ▒ Internal & External Situation ▒ 　　In general, the ride-hailing market in Southeast Asia is forecast to grow to $13.1 billion by 2025 from $2.5 billion in 2015, which will be over 6 times growth. 　　Both Uber and Grab have bumped into [authorities regulation restrictions](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.thejakartapost.com%2Fnews%2F2016%2F03%2F14%2Ftransportation-ministry-requests-uber-grab-taxi-ban.html&h=BAQH63Zfb&s=1) in several Asia countries, and have already [stopped motorbike services temporarily](https://www.facebook.com/l.php?u=https%3A%2F%2Fwww.techinasia.com%2Fthailand-bans-grabs-ubers-motorbike-taxi-operations&h=2AQG7xngO&s=1) in Thailand. 　　Separately, Uber now has operating their services in over 58 countries, across 16 cities in SEA, valued over $50 Billion. Since last year it has been quietly expanding its transport business across Southeast Asia; [First entering Asia via Singapore](https://www.facebook.com/l.php?u=https%3A%2F%2Fwww.techinasia.com%2Fuber-problems-asia&h=2AQG7xngO&s=1) in Oct. 2012. 　　And Grab was launched in 2012 and now offers private-car, taxi and motorcycle rides, operates in 30 Southeast Asian cities across Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam, with 7 bookings per second. 　　＂It’s the best of external situation, but also the worst. To Uber, there’s still a lot of spot to develop, although they might be “wealthy” enough to redeem, but it’s under the premise that they can deeply understand the market. To Grab, though now it’s winning on city numbers, the following market strategy plays the vital role to ensure sustain advantage.＂ ### ## ▒ [Pros & Cons](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.demystifyasia.com%2Fuber-vs-grabcar%2F&h=dAQEzXnMm&s=1) ▒ ### Uber ▽ Pros ▽ 1. Allow [users to pay in cash](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.demystifyasia.com%2Fuber-announces-cash-payments-in-singapore%2F&h=9AQG1GJIi&s=1) recently 2. Savings on local booking charges and extra charges in the CBD or evening fares 3. Free ride promotions ▼ Cons ▼ 1. Competition from cheap and safe taxi services, making Uber one of the many option, not the go-to option. 2. Car renting fees significantly eats int the driver’s profits. 3. Higher driver churn because of the unexpected workload. 4. Surging pricing policy to ensure supply and demand, but creates a frustration among customers 5. Inaccurate maps also create confusion about best routes to estimates of distances of drivers. ### Grab ▽ Pros ▽ 1. Allow users to pay in cash in the very beginning. 2. More reliable and knowledgeable taxi drivers than independent drivers. 3. Fixed fares: after setting pickup and drop-off routes, it shows you a set price for the ride. ▼ Cons ▼ 1. Less optimal algorithm creates inefficiency 2. Accessibility or car renting costs cut into the driver’s profits. 3. Inferior technology than Uber with inaccurate problems. 　　＂To summarize, Uber owns more capital and R&D resources to utilize and Grab do well on customer experience optimizing; On the other hand, Uber and Grab both not do well on drivers treatment and map accuracy, Uber’s surge price often cause confusion.＂ ### ## ▒ Business Models ▒ ### [Uber](https://l.facebook.com/l.php?u=http%3A%2F%2Fnextjuggernaut.com%2Fblog%2Fhow-uber-works-business-model-revenue-uber-insights%2F&h=9AQG1GJIi&s=1)｜ (photo from Juggernaut: http://nextjuggernaut.com/blog/how-uber-works-business-model-revenue-uber-insights/) ▽ Revenue Generation Model ▽ 1. Different cab models to meet different people’s needs 2. Surge Pricing Technology to balance supply & demand 3. New Kinds of Transportation or Service Providing ▽ Customer Growth Model ▽ 1. Lot of money for giving both drivers and customers incentives. 2. Already known brand that gets early curious adopters. ▽ Key Issue Facing Now ▽ 1. Chicken & Egg problem (New city Launch): It’s talking about “acquisition of customers and partnering with new drivers.” To solve it, by first reaching out to professional drivers in the new city and release discounts to woo customers. 2. Passenger Safety: Especially for female riders. ### [Grab](https://www.facebook.com/l.php?u=https%3A%2F%2Fplus.google.com%2F117525976935389859942%2Fposts%2FaJBLEUAGLq8&h=nAQFIp3gx&s=1)｜ (photo from Google+: https://plus.google.com/117525976935389859942/posts/aJBLEUAGLq8) ▽ Revenue Generation Model ▽ 1. Advertising 2. Profit share 3. Sale big data & information ▽ Customer Growth Model ▽ 1. money for giving both drivers and customers incentives. 2. being popular in Asian cities, word of mouth worked a lot. ▽ Key Issue Facing Now ▽ 1. Passenger Safety: Especially for female riders. ## ▒ Expansion Strategy ▒ ### [Uber: from San Francisco to all over the world](https://www.clickz.com/clickz/conference/2432344/how-uber-thinks-locally-to-expand-globally) 1. Brand the product and tell inspiring story. 2. Sex is in the product: Uber not only invests heavily in technology to maintain its competitive edge, but also tries new kinds of transportation, food delivery services.etc. 3. Localization: Begins with hiring local people. 4. Growth Hack: Uber use data to be familiar with target audience behavior and needs. For example, in India, Uber develops events related to the cricket, which is the pulse of the country; Furthermore, when developing new markets, Uber invites local celebrity to be rider zero for that city. ### [Grab: localized in SEA and being part of Didi’s global strategy](https://www.facebook.com/l.php?u=https%3A%2F%2Fe27.co%2F4-strategies-grabtaxi-using-make-grabcar-competitive-se-asia-20150612%2F&h=eAQFy9y0X&s=1) 1. Qualified Customer Service: By improving data transparency, not only set passengers’ mind at rest, but also build up customer loyalty. 2. Tap into large pool of customers: With market share in six countries (Singapore, Malaysia, Philippines, Thailand, Vietnam and Indonesia) and integrated Apps designed, Grab maximized its current customer base. 3. Meet individual needs with different levels of vehicles. 4. deeply understand and focus the market: It’s also an unique position of Grab to make it invested by SoftBank. Partnering with consumer brands also brings local reputation. 　　＂Obviously, Uber focused more on product & technology, but Grab cultivated deeper on SEA markets with different tonality and combination of customers. The former one is for creating a product to spread globally, the latter one has planned to root in local market for being the most suitable solution.＂ ▒ Add on:[\[Relationship between main ride-hailing companies\]](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.wsj.com%2Farticles%2Fuber-rival-grab-set-to-raise-1-billion-1470212430&h=hAQGRsrPT&s=1) ▒ (photo from Wall Street Journal: http://www.wsj.com/articles/uber-rival-grab-set-to-raise-1-billion-1470212430) 1. → Didi bought Uber's China business while taking a minority stake 2. → Uber is taking an 18% stake in Didi 3. → Didi owns a minority stake in Grab, and is participating in the $1 billion fundraising round 4. → Didi owns a minority stake in Ola (India) 5. → Didi owns a minority stake in Lyft (US) 6. → Competitor Obviously. > The deal with Uber “does change the dynamics” between Didi and its existing ride-sharing partners such as Grab and Ola, said by a Didi investor. ### ## Conclusion 　　To sum up, our SEA expert, Grab, owns the higher probability of winning. If Uber try to increase its market share by giving more discounts as incentive, once Grab joined, it’ll become price competition which is repeating what happened in China before. 　　And there’s still a variable might affect the result, that is Didi Chuxing, who was taken an 18% stake by Uber. It shows that Uber might sightly have influence on Didi’s decision making, not ruling out the possibility of the broken of the ride-hailing alliance in Asia. ## 【Strategy】What may be Uber’s next core business to earn steady profit? URL: https://www.tagtoo.com/en/blog/Strategy-What-may-be-Uber-s-next-core-business-to-earn-steady-profit | Date: 2016-08-04 Summary: After the mounting losses battle with lucrative commissions and deep discounts offered in China Market, the ride-hailing giants warfare ended with a M&A deal. Although it stopped almost $1B losses in Uber per year, the origin revenue model is still not steady and appropriate. After the mounting losses battle with lucrative commissions and deep discounts offered in China Market, the ride-hailing giants warfare ended with a M&A deal. Although it stopped almost $1B losses in Uber per year, the origin revenue model is still not steady and appropriate. 　　Imagine one day if ride-hailing company are no longer provide any discount, then what’ll happen? Facts are original drivers and consumers will absolutely decrease. So, what may be the next business area to earn steady profit for ride-hailing companies? ### Sharing Economy 　　Let’s start from the essence of ride-hailing companies business model——sharing economy, which means sharing the idle resources in society. In spite of the one-sided explanation, another key value is by connecting (IoT) Internet of Technology to link supply and demand more effectively; Forming a dealing model with new type resources and services. 　　Sharing economy should not be “free economy” but “effective economy”, thanks to some ride-hailing giants increase the usage of idle vehicles by innovation of mobile IoT. ### Take UberRush for Example 　　Online vehicle renting platform as a core, Uber continuously enrich its business types. Logistics and express delivery services as main direction, it has tried food delivery, goods transporting,.etc. After a few month, Uber even launched “UberRush API” and provide to some companies to take delivery orders from their clients. ### Comparison: ride-hailing vs. logistics companies ### 1.Driver’s working attitude 　　Under traditional logistics system, the relationship between courier and customer is unfair, therefore, couriers may not make any effort on interacting with customers but just wanna finish the job as soon as possible; While under sharing economy system, the couriers’ attitude might be better because of their autonomous engaging. 2\. Effectiveness 　　Traditional logistics system originally owns fixed delivery routes, especially the packages have to be grouped at least once in delivery center and distribute to each stops before arriving destination; While if ride-hailing service directly leave out this center node and save time for customers. 3\. Insurance 　　Traditional logistics system can promise our clients to protect their goods arrived safe and sound; While sharing economy system can’t constraint the drivers seamlessly, no wonder that it’s often being concerned. ### Why not? Because It’s still Immature. 　　In consideration for the humanity and user experience, ride-hailing giants that represent sharing economy model, making effort to be disinter-mediation. But when it comes to “quality”, “order intensity” and “vehicle dispatching”, in short term, ride-hailing service cannot cover whole user base but focus on high-class delivery. - “Quality”: If there’s some complicated and professional problem involved, how will we control our service quality?　　 - “Order intensity”: If there isn’t enough orders to tie each delivery costs, then that’s no sense to develop logistics service from ride-hailing.　　 - "Vehicle dispatching”: Even if we get enough orders, how will we divide the orders and dispatch our vehicles by accurate computing to handle the operation? ### Conclusion: Revise the Percentage to Balance 　　So should ride-hailing companies with sharing economy system develop logistics service, in order to reach steady revenue sources? The answer is, yes, but enough is enough. 　　We can judge it by deleting law. Consider that Uber, Didi, Grab, Ola, Lyft,.etc, continuously operating their ride-hailing business only and forever, it’ll probably end with price war which isn’t worth it at all. As we all know, when transferring core business, we should put appropriate percentage to the former and the latter, in order to balance the new operation costs. 　　 With partial logistics service corporate with online retailer or brand eCommerce giants, and stabilized the original ride-hailing business, not only find steady revenue sources, but also may suspend the endless price war around the corner and draw a new way worth trying. ## 【Infographic】Knowing Your Customer Well is the Key to Success：Southeast Asia Mobile Behavior URL: https://www.tagtoo.com/en/blog/Infographic-Knowing-Your-Customer-Well-is-the-Key-to-Success-Southeast-Asia-Mobile-Behavior | Date: 2016-07-29 Summary: According to a questionnaire survey by Market Intelligence & Consulting Institute in Taiwan (MIC), in connection with the problem faced while operating cross-border e-commerce, statistics show that obstacles within the top ranks such as, normal payment or logistics problems, information flow problem including customer profile analysis and after-sales service, and so on. Data Source: Market Intelligence & Consulting Institute／photo: made by Tagtoo Columnist 　　According to a questionnaire survey by Market Intelligence & Consulting Institute in Taiwan [(MIC)](https://l.facebook.com/l.php?u=http%3A%2F%2Fmic.iii.org.tw%2Fenglish%2F&h=EAQHgGVAE&s=1), in connection with the problem faced while operating cross-border e-commerce, statistics show that obstacles within the top ranks such as, normal payment or logistics problems, information flow problem including customer profile analysis and after-sales service, and so on. 　　Thanks to the agreement on cross-border payments formed through alliance by several traditional financial business including VISA, Master, and the P2P payment tools including [PayPal](https://www.facebook.com/PayPal/), [Alipay Global](https://www.facebook.com/alipayglobal/); Those classical conditions are no longer set limitations to cross-border e-commerce industry. 　　But there’s still some tough bottleneck exist. 　　Let’s focus on information flow problems. Do cross-border e-commerce truly understand what local customer needs? How will they behave on their mobile devices? Why over 90% of users drop out the store page before they ordered anything? 　　How can cross-border e-commerce grasp the local customer profile without having an expedition to Southeast Asia? The main solution must be “digital advertising.” Statistics from IAB (Interactive Advertising Bureau) show that “online advertisement with Ad tech” has already exceeded “television commercial” and become the biggest single media worldwide which intensely changing customer behavior. 　　To support brilliant eCommerce companies better penetrate different markets in each SEA countries, Tagtoo Media consolidate key points of customer behavior from several survey report, and present as Info-graphic to easily understand. We first pick Indonesia for deep observation and summary. ### 【Indonesian】Customer Behavior: Mobile Usage Data Source: Report from GfK & Google 　　According to survey result from [GfK](https://www.facebook.com/gfk.market.research/) and [Google](https://www.facebook.com/Google/), we can strongly feel the “Mobile Only” phenomenon happening in Indonesia. With 61% usership of smartphone, comparing to 17% usership of PC, Tagtoo strongly advise that eCommerce who are aiming to penetrate Indonesia marketplace, “First Mobile” online experience design absolutely plays a necessary role. Data Source: JAKPAT Mobile Apps and GfK reports 　　Then how about customer behavior on devices? 　　Statistics show that Indonesians spends an average of 5.5 hours per day on mobile, and the using peak happens at noon and evening. So your marketing campaign can publish both at noon and evening before 30 minutes, in order to expose your service or product to enough potential audiences. 　　Furthermore, the top three frequent activities on mobile are social networking, searching, and gaming. One of survey on [JakPat](https://www.facebook.com/games/?fbs=-1&app_id=513652492078783) Mobile Apps indicate that, 85.32% users will have social networking at least once each day on mobile. By the way, [Facebook](https://www.facebook.com/facebook/) owns the highest access(72.96%) as usual in Indonesia. 　　So considering how to engage in customers social networking activities to having more word of mouth, enhance search engine optimization for official websites, and seamless integrate entertaining elements with your service or product to make consumers interested and perhaps, share or purchase it. ### 【Indonesian】Customer Behavior: Online Shopping Physically and Mentally Observation Data Source: Nielsen Global Survey of E-Commerce, Q1 2014 　　In the following info-graphic, let’s zoom in to “online shopping behavior”, which eCommerce Industry care the most. As you can see, travel services are the most commonly purchased items online in Indonesia. So Indonesians might also have more purchase intentions when browsing travel accessories. Data Source: Nielsen Global Survey of E-Commerce, Q1 2014 　　After taking a look at external influences, how mentally factors deeper affecting customer behavior. Indonesia digital consumers enjoy going online to shop especially when it comes to read online reviews and product research, as a means of checking out products to inform their offline purchases. Therefore, make sure your brand provides seamless online-to-offline experiences, in order to convert more royal customers. 　　On the other hand, Indonesian consumers are really cautious when it comes to providing credit card information and having shipping costs online. Appropriate customer service may turn the tables to win loyalty and trusts from them. 　　To summarize, understanding local customers has been more and more important in recent years. As smartphone widely popularize to Southeast Asia, eCommerce definitely can’t miss “Mobile First” thinking. In the modern age where information explodes every minute, the one who can accurately grasp what consumers thinks & needs, expose brand messages to the right people at the precise timing, revenue is in the bag. ## By studying Garena’s moves, what are the key issues we should beware in SE Asia? URL: https://www.tagtoo.com/en/blog/By-studying-Garena-s-moves-what-are-the-key-issues-we-should-beware-in-SE-Asia | Date: 2016-07-22 Summary: Garena’s achievements are refined from countless failures and lessons. Focusing on the giant’s move could know where the right direction is. Garena’s achievements are refined from countless failures and lessons. Focusing on the giant’s move could know where the right direction is. \-- Tagtoo Starting with gaming platform in 2009, Garena steadily adds featuring extensions on its original platform by continuously making incredible breakthroughs in e-commerce, messaging and payment. Garena, a Singapore-based startup, has demonstrated both its outstanding capability and the non-negligible position to all the other peer companies in Southeast Asia. The substantial robustness and competitiveness, however, come as no surprise. By learning from the previously accidental mistakes and costly lessons, Garena gradually geared its business lines toward the right track within years of operation in the market. Based on the talks delivered by Garena’s Nick Nash, there are four key issues of importance, being internal consolidation, pixel-level localization, pursuit of profit growth and integration of data, Garena is working on to strengthen the business structure and complete a sustainable ecosystem. ## Internal consolidation Instead of blindly diversifying your business lines to unrelated business, tightly threading the existing products is the top priority. Undoubtedly, immersing in such a competitive landscape in Southeast Asia, creating a coherent differentiation plays a vital role. The source of differentiation, nevertheless, should expand from augmenting and adding extra value to one’s core business rather than launching a new but orthogonal product line and distract one away from core missions of business. Garena, for instance, has no plans to launch new products since it has reached the maximum number it is able to handle, largely paying attention to the optimization of existing business. The strategic focus, in fact, is to deepen its business in a compelling way and create synergy effect. “Nowadays, you don’t find many families with four children or more \[….\] It’s challenging to have a lot of children and to give each of them your attention, your respect, and your love,” Nick shared in a way of metaphor at RISE Conference. Pixel-level localization Due to segmented geography and complicated historical issue, the alliance of Southeast Asian nations doesn’t significantly alleviate and ease the burdens of operating business across countries. There, in fact, exists diverse differences in whether cultures, living styles, and even shopping habits among not only countries but also neighbor cities. As a result, it becomes a thorny challenge to appeal to customers from different countries. Most notably, the low-resolution strategy, termed internally in Garena to describe the superficial understanding about a market, will not work efficiently in Southeast Asia and could lead to the fact of spending more effort and getting fewer results. Rather, resorting to a high-solution strategy, the ability to meticulously pinpoint the invisible distinctions, makes marketing campaigns more productive and discover the potential demand. Inevitably, the latter is costly in the short term as compared to the former. When taking a look in the long-term, however, that could be the only way to capture the customer’s heart and cultivate loyal consumers. Obviously, noticing these obstacles already, the Southeast Asia conglomerate has taken corresponding move. See Also : [Ten years later, Southeast Asia Could See The Domination Of Shopee In C2C Marketplace](https://www.facebook.com/notes/tagtoo-southeast-asia/weekly-column-ten-years-later-southeast-asia-could-see-the-domination-of-shopee-/1856050937955923) ## Pursuit of profit growth Revenue and GMV are typically conventional measures that indicate the performance of a business and are often used by investors as key indicators for investment. As a result, there forms a trend blindly chasing after the sheer volume of either revenue or GMV. This two metrics, in the eyes of Garena, does not necessarily represent the translation of cash flow and profitability for company’s future projection. In other words, a company’s real progression is only reflected in profit growth. Nick, shared at InnovFest unBound 2016, further drew an analogy between the arguable conception and geography distortion in Mercator projection. Greenland, for example, looks enormous but it is, in reality, not as big as shown on the map; Papua New Guinea, on the hand, is relatively large but rather small under the Mercator projection. Surprisingly, the simple idea just explains how the revenue- and GMV-basis management could evoke the illusion of unrealistic bubble. Integration of data As a technology company, one of the most valuable assets is data itself. This is largely because the application of data could assist a company with getting a deeper understanding about the market and developing what exactly customers want. Furthermore, it could lead to the expeditious and comprehensive decision-making process, equipping one’s company with more advantages to defeat incoming or leading players. With the huge amount of user data acquired from its platforms, Garena+ and Shopee for instance, Garena now has the potential to precisely and accurately predict consumer behaviors. What is more, the integration of data could accelerate the product development and company growth owing to a more accurate simulation of a user profile, cementing its leading position ahead of other technology around Southeast Asia. “If you think about a person that has just only one eye, you can not actually see in 3D. It isn’t stereotypical, ” Nick says in an exclusive interview with Tagtoo. By following the future trajectory of the SE Asian giant, I strongly believe every startup could benefit from it and come up with better tactics to occupy a place in the increasingly harsh environment. Right now, the giant hawk is ready to soar overhead at a great height, ambitiously setting eyes on the global landscape. \- Author: Edison Chen, Business Development Manager at Tagtoo ## What factors lead to the closure of Ensogo? URL: https://www.tagtoo.com/en/blog/What-factors-lead-to-the-closure-of-Ensogo | Date: 2016-06-30 Summary: Founded in 2010, Ensogo was one of the most promising e-commerce startups around Southeast Asia. Accompanied with increasing popularity and stable financials, the agile and smooth expansion to Philippines and Indonesia further marked its outstanding performance. Everything seemed bright and clear for the regional consolidation of Ensogo. ## **Ensogo’s closure sounds the horn for the beginning of an e-commerce battle: One that will weed out most existing players from the battlefield.** ## **\--Tagtoo** ## ## Founded in 2010, Ensogo was one of the most promising e-commerce startups around Southeast Asia. Accompanied with increasing popularity and stable financials, the agile and smooth expansion to Philippines and Indonesia further marked its outstanding performance. Everything seemed bright and clear for the regional consolidation of Ensogo. However, no one would ever anticipate that the shining supernovae was actually trapped into mire until the debacle went out of their control and was disclosed publicly in May this year, due to intentionally delayed payments and abruptly terminated hotlines. The unexpected suspension affects thousands of sellers’ business and buyers’ rights and interests, leaving Ensogo in irrecoverable situation. The once valuable vouchers were just changed into pieces of useless as well as unwanted paper. The causation behind this is complicated. Nevertheless, the factors leading to the closure can be roughly broken down into three distinctions —the essence of discounted deals, the decision of business model pivot and the hasty layoff of employees. The essence of discounted deals ## With the launch of Groupon in 2008, the service of daily-deal offering brought up the insane trend of group buying into everywhere it stepped on. Theoretically, this service benefits both shoppers and sellers, creating a win-win situation. For customers, they could get a significant amount of discount on expensive products or services. For sellers, on the other hand, the annoying problem of keeping excess inventory or old-fashioned products would be solved, with additional revenue and brand promotion concurrently. However, a [Rice University](http://news.rice.edu/2010/09/29/rice-university-study-finds-groupon-is-more-beneficial-for-consumers-than-businesses/) study conducted in 2011 revealed a warning signal attached to this business model. The researcher found that this model was potentially harmful to a business because those shoppers rarely become regular and loyal customers. Seldom did they make a full-price purchase after using vouchers. Simply put, it only created one-time transactions for business. The discounts neither burgeoned customer base nor augmented any profit. Therefore, less and less merchants were willing to use the model. It wasn’t until September 2015 did the negative effects impact Groupon. It was reported that the giant cut 1,100 jobs and exit seven countries in order to stem continuously financial deficit. More resources indicated the augmented pieces of complaint about terrible experience in using Groupon greatly influenced Groupon business. Undoubtedly, the scenario is similar to what Ensogo is experiencing in 2016 under a much worse circumstance. The decision of business model pivot ## The adoption of B2C model was not a good idea for Ensogo. It is a field characterised by capital-intensive investment, winner-take-all outcome and long-term war of attrition. On top of that, major powers were already existing, either local or global one, occupying this region. All of them are supported by plenty of silver bullets and have accumulated a great number of customer base and incomparable infrastructure. Even though Ensogo has the backup from Chinese discounted retail giant Vipshop, the decision seemed too reckless and unwise. A notable example is Rocket-Internet-backed Lazada, which becomes much more powerful after the buyout from Alibaba. Clearly, Ensogo overestimated its capability in the transformation process, and underestimated the opportunity cost and potential loss in the transition from a service middleman to a marketplace platform. More importantly, Ensogo should have adopted a blue ocean strategy —discover niche market and avoid potential competition— to facilitate and augment corporate growth. Moreover, the sellers that they targetted in the new business model exacerbate the situation. Ensogo’s B2C marketplace was focussed only on Chinese and Korean sellers due to their ability to deliver product cross over 50 countries. Nevertheless, this model couldn’t differentiate Ensogo from other e-commerce players as they have already involved Korean and Chinese sellers into their platform to cater various and diverse demands. As such, this strategy somehow weakened the substantial collaboration and connection with regional merchants it has developed in Southeast Asia, rebounding on both parties. The hasty layoff of employees ## Customer service plays an indispensable and integral role in e-commerce business. The quality of customer service and service attitude, whether to shoppers or sellers, determine if a company could win the heart and support of local people. It is especially applicable in Southeast Asia due to the region’s distinctive shopping habit: customers tend to make a phone call to check before placing an order. However, the way Ensogo treats shoppers and buyers were not appealing, let alone friendly, during the time of pivoting. The unanticipated disemployment across the region and inappropriate recourse in handling customer complaint irritated numerous merchants. Hence, it further drew the public’s attention to this deteriorating reputation. It is understandable that by reconstructing the labour force, Ensogo tried to accelerate product development and retrench company’s expense at the same time. Unsurprisingly, Ensogo didn’t make the cut. The overwhelming changes and rapid moves just caught off the customers’ guard, becoming the last straw that breaks the camel’s back. In a nutshell, the e-commerce environment in Southeast Asia is becoming much more rigorous and harsher than ever. It is believed that mergers and acquisition are going to be more frequent in the following years. Only those leading and those with deep-pocket players could have the opportunity to remain behind. The shutdown of Ensogo perhaps is the fanfare of the beginning. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Embrace the coming of 1 year anniversary, Honestbee continues delivering social impact to the public URL: https://www.tagtoo.com/en/blog/Embrace-the-coming-of-1-year-anniversary-Honestbee-continues-delivering-social-impact-to-the-public | Date: 2016-06-13 Summary: As a mother with young kids to take care of, finding a part-time job seems to be the best choice to ease the burden of one’s household expense. However, it isn’t as easy as one expects. A typical part-time job usually requires more than four hours in a regular shift. Additionally, bringing kids to the workplace is usually not allowed. The rigidity of the job compels most mothers to quit, forcing them to become isolated from society. Honestbee is trying to bring up the awareness of equality in public and more importantly give it's best back to the society, employees and stockholders in every possible way. \-- Tagtoo The problems occurring in our society As a mother with young kids to take care of, finding a part-time job seems to be the best choice to ease the burden of one’s household expense. However, it isn’t as easy as one expects. A typical part-time job usually requires more than four hours in a regular shift. Additionally, bringing kids to the workplace is usually not allowed. The rigidity of the job compels most mothers to quit, forcing them to become isolated from society. Surprisingly, a similar scenario also takes place for retired individuals as well. Even though they have plenty of free time and their health condition is relatively stable, their older age and conceivable health risks concerns prospective employers. They are afraid that these problems will give rise to inefficiencies in carrying out tasks and potential on-the-job safety risks. As a result, for the elderly who have a desire to work, finding a job is almost impossible. Start a company with the social mission Given that these ubiquitous problems are entrenched in society, honestbee, a grocery delivery startup headquartered in Singapore, started with the social mission to assist jobseekers who are only available in flexible time slots. These workers have the opportunity to become grocery shopper or deliverers in the company. Moreover, they try to combat these prejudices and drive positive change by reintegrating mothers and the elderly into the workforce. One of the most notable examples is the case of a single mother, Miss Christabel Koh. She has an adorable daughter born with no left hand. In order to keep her daughter company and earn a living at the same time, this single mother chose to work at honestbee as a grocery shopper. To everyone's surprise, Miss Koh did well and was promoted to a superior status in the team. The scheduling flexibility creates a win-win for both parties. “Everything we do is based on sharing economy… people can contribute one or two hours into work and translate that into money for family, “ says Mr Shane Chiang, Head of Marketing and communication of honestbee “There’s no other company providing such a flexible work slot…we pay a decent wage which is above market rate.” The entry requirements for the two jobs are not high. Nevertheless, some expertise is required. For example, in grocery shopping one must be able to choose products of good quality and condition. In order to equip jobseekers with food-picking know how, honestbee has launched a series of courses to cultivate excellent sight toward fresh, quality foods. This ensures the delivery of the best quality of products and services. This significantly shortens the gap for those who know little about grocery and fresh food. Most importantly, it creates a sense of fulfillment for jobseekers and further increases their value in the company. The co-existence of corporate profitability and social impact Within the highly fierce startup scene in Southeast Asia, creating an outstanding business containing the spirit of social enterprise is a rarity. This is largely because profitability in a company is always top priority and is an important criteria in the eyes of investors. While other startup companies focus only on the pursuit of revenue and growth, honestbee decided to do more for society. It strikes a perfect balance among various aspects. Even though honestbee takes a bold move in rapid expansion across Asia and Southeast Asia, it still stick to their original mission. In turn, they have built on this mission, working with local charity institutions and NGO’s to expand the project. With its successful launch in Hong Kong, Taipei and Niseko, honestbee has undoubtedly proven the co-existence of profitability and social impact in its business model. They are revolutionizing the definition of the workforce and empowered those forgotten groups and disconnected individuals. \-- (1) Her daughter is her hero (Hariz Baharudin, 2016) from [http://www.tnp.sg/http://www.tnp.sg⋯⋯](http://www.tnp.sg/http://www.tnp.sg/news/singapore-news/her-daughter-her-hero) ## Ten years later, Southeast Asia could see the domination of shopee in C2C marketplace URL: https://www.tagtoo.com/en/blog/Ten-years-later-Southeast-Asia-could-see-the-domination-of-shopee-in-C2C-marketplace | Date: 2016-05-29 Summary: “In such a highly connected and competitive landscape today, we believe that innovation is key for companies to stay ahead of the game,” says Shopee CEO Chris Feng. As the buyout of Lazada by Chinese giant Alibaba struck the tentative balance in Southeast Asia, many are desperately wondering what the future of e-commerce in this region would be. Among all the predictions, there is only one thing for certain —the B2C marketplace, undoubtedly, is going to be under the control of the alliance. “In such a highly connected and competitive landscape today, we believe that innovation is key for companies to stay ahead of the game,” says Shopee CEO Chris Feng. As the buyout of Lazada by Chinese giant Alibaba struck the tentative balance in Southeast Asia, many are desperately wondering what the future of e-commerce in this region would be. Among all the predictions, there is only one thing for certain —the B2C marketplace, undoubtedly, is going to be under the control of the alliance. The striking news also disclosed an undeniable fact of increasingly saturated B2C marketplace in the near future and a clear declaration of the potential dominance of Alibaba in Southeast Asia. What about C2C marketplaces? With those existing contenders competing each other, the crowded space seems obscure and unclear. The battlefield remains comparatively fierce and awaiting time to demonstrate who would become the major power. **The amazing performance doesn’t come from sheer luck** Shopee, a Singapore-based company founded in 2015, from my perspective, could become the one standing out among other leading players and the future helmsman steering the C2C marketplace in Southeast Asia. Within only one year of operation, Shopee had agilely and smoothly expanded into most of Southeast Asian nations and Taiwan by intensive but appealing marketing campaign, accounting a significant market share in individual market. Nevertheless, the amazing performance doesn’t come from sheer luck or accidental gift because there are first-movers such as Carousell, woking on this area to break up new ground several years ahead of Shopee. Noticing this disadvantage, Shopee still maintains their stable pace and rigorous mindset to ensure that it doesn’t blindly follow the unrealistic and unnecessary expansion in order to cater for the right taste of customers and pursue the best quality of products. Shopee is currently on the right track where Taobao used to experience On the other hand, the lesson they learn from Taobao’s expansion in China assists in figuring out better strategies to build a complete marketplace ecosystem. More importantly, avoiding the failure predecessors made before and boosting brand strength by adopting business model manifested to be viable. These features could be clearly found in “Shopee University”, a programme Shopee launched to endow sellers with essential business knowledge, and “Shopee Guarantee”, an escrow function eliminating frauds to protect buyers. Unsurprisingly, both are used to guarantee the consistent customer shopping journey and create reliable and trustworthy environment. Since the development of e-commerce lags behind China for several years, Shopee has envisioned the circumstance in future and taken corresponding actions by looking at the launching history of Taobao. Coincidentally, if one takes Taobao as a comparison, both of them, arguably, are equivalent to “Taobao University” and “Alipay” which brought a revolution in the development of e-commerce in China. Without a doubt, Shopee is currently on the right track where Taobao used to experience before, trying to duplicate the successful business model with highly localised content into Southeast Asia. **The whole marketplace could form a virtuous circle to power itself** On top of that, content-oriented marketplace, which Shopee adopts, plays a critical role in the company deployment in Southeast Asia. As far as a marketplace concerned, generating authentic and decent content could highly optimise customer experience and incentivise more to come. However, in the short term, the costly project may be overwhelming because Southeast Asian customers’ lack of willingness seems in the pipeline and require great effort to make changes, with exception of Singaporean customers. But, when the fruit become ripe to be harvested in the long term, the whole marketplace could form a virtuous circle to power itself, creating more diverse ways to monetise marketplace as compared to in the early stage. It is for certain that Shopee’s ambition is to focus on bigger pictures rather than improvident business. Besides, Shoppee is creating network effect by bringing more innovative ideas into the product. For example, in order to create a similarity with Facebook to lower the entry barrier, Shopee has come up with a series of appealing user interface and encouraged seller and buyers to build communities. This not only facilitates the enhancement of customer experience but also to augment customer loyalty toward sellers. The network effect just differentiates Shopee from others and transforms themselves into an e-commerce giant. ### **Crack  the “chicken and egg” strategic problem with backup of Garena** The capital support from Garena is another factor leading to the future domination of Shopee. While some may hold suspicions toward the statement by indicating the thorny existence of “chicken and egg” strategic problem (it occurs when the value proposition of two separate groups is dependent on the penetration of each other) in any marketplace, Shopee has come up with a strategy to overcome this problem rigorously — Shopee Free Shipping. Although the solution is not a creative one, it is, truth to be told, the most efficient method. The economics incentive significantly attracts buyer and sellers together, creating liquidity in the circle. Afterward, as soon as the gear start rotating, the chain reaction is at play. In conclusion, the e-commerce in Southeast Asia remain partially tapped, the growth rate is forecast to be two-digit in the following years. Coupled with innovation and rigorous strategies, Shopee is absolutely one of the bellwethers leading Southeast Asian e-commerce into another ground, creating another milestone for Garena. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Effectiveness of Lazada’s marketing strategy in Southeast Asia URL: https://www.tagtoo.com/en/blog/Effectiveness-of-Lazada-s-marketing-strategy-in-Southeast-Asia | Date: 2016-05-11 Summary: Although Lazada is widely criticized by some entrepreneurs because of uncreative strategies — implement viable business model in unreclaimed regions, it is undeniable that the milestones it made are really surprising and exciting. Although Lazada is widely criticized by some entrepreneurs because of  uncreative strategies — implement viable business model in unreclaimed regions, it is undeniable that the milestones it made are really surprising and exciting. Moreover, despite the fact that Lazada is dubbed as a notorious company, numerous venture capitalists continue investing rounds of funding for regional expansion, setting up more and more subsidiaries in Southeast Asia. With the total amount of funding it raised, US$ 647 million, needless to say, Lazada is one of the iconic unicorn in Southeast Asian startup community. Hence, I believe it would be helpful to write an analysis report about Lazada based on the preliminary data which is available on the internet. Source: SimilarWEb ; sorted by RTB-SEA First of all, let’s get started with the performance of website across six countries -- Thailand, Vietnam, Malaysia, Philippine, Singapore and Indonesia, respectively.   Bounce rate, referring to user behavior that click the leave button without taking a close look, in these countries is not as good as an E-Commerce leader shall be. The numbers in Vietnam, Philippine and Indonesia, most notably, exceed 50%. In addition, Lazada’s performance, whichever the variable is,  in Vietnam is relatively awful as compared to other five. Lazada should put more effort in Vietnam and considered performance in Vietnam as its corporate priority in terms of website optimization. Next, the rising concern would point to Philippine when combining the Total Visit, pi-chart , together with other three bar-chart variables. Even though Lazada’s website in Philippine takes roughly 36% of Total Visit, it does not generate anticipated results with respect to website acceptance. Based on the aforementioned primary analyses , the poor and undesirable numbers manifest the huge improvement in Lazada’s website in Vietnam and Philippine. The loss in revenue is expected to be higher in these two countries if Lazada can not fix this urgent issue. The best performance (see the bar-chart only) among all, on the other hand, happened in Malaysia with higher website acceptance. Malaysian, unlike other Southeast Asian, are more willing to spend time browsing and shopping, meaning Lazada’s localization strategies in Malaysia is doing relatively well. Source: SimilarWeb; sorted by RTB-SEA When we move on to the Traffic Source chart, paid Ads (see Display) is one of the main marketing channels in all Southeast Asia, except for Singapore, which shows amazing result in Organic Search. In addition, based on the previous performance in each individual country, one can claim that Lazada performs the best in Malaysia and Thailand. The budget allocated for digital marketing campaigns turned out very outstanding, receiving effective impression with fairly good result in Time On Site and Page Views. Indisputably, the spending went effectively to the right visitors through accurate channels, generating amazing outcomes. At the same time, the data in Traffic Source also manifest that Lazada’s strategies for Philippine is the worst -- the paid Ads didn’t receive expected result proportionally.  Even though Direct traffic doesn’t look terrible, it could be attributed to the lower language barrier and familiarity with the searching box. The data in Singapore section, to one’s surprise, looks subtly strange because of the unusually outstanding Organic Search. The consequence, perhaps, is related to the timing Lazada entered Singapore -- Lazada started operation since 2014. Singaporean gets acquainted well with Lazada earlier and, therefore, it is unnecessary to spend much on paid Ads, which is the reason why the ratio is significantly lower than rest of other five. Source : RTB-SEA Finally,  from the statistics above, one can understand Lazada’s penetration in Southeast Asia. Insignificant as the figures like Google and Facebook are, Lazada has garnered a striking position in the competitive online community with nearly 1.7 out of 100 people reaching Lazada daily. With  logistic and mobile infrastructures gradually being set up, these figures are thought higher and could even become the landing page of every internet user in the coming future. ## In Thailand, how does Lazada compare to five of its competitors? URL: https://www.tagtoo.com/en/blog/In-Thailand-how-does-Lazada-compare-to-five-of-its-competitors | Date: 2016-05-03 Summary: With many e-commerce options Thailand, but we dove into some data points for six of them to compare and contrast. ## **With many e-commerce options Thailand, but we dove into some data points for six of them to compare and contrast.** ## **\-- Tagtoo** ## Since the alliance of Southeast Asian countries a few years ago, the huge domestic demands in these emerging markets has caught the attention from all over the world. This phenomenon has been compounded by the increase in mobile penetration and an addiction to social networks such as Facebook and Instagram. Southeast Asia, nowadays, is absolutely no longer as undeveloped previous stereotypical prejudices.  One of the biggest benefactors recently has been the e-commerce industry and one of the largest countries in the region is Thailand. While, there are a great number of e-commerce platforms in Thailand, we chose six companies to be our pinpoint for an in-depth investigation. Hopefully the data is helpful and offers further insights to assist e-commerce players and readers better understand future growth directions. Most of the companies are listed as top ten websites on [SimilarWeb](https://www.facebook.com/l.php?u=https%3A%2F%2Fwww.similarweb.com%2Fcountry_category%2Fthailand%2Fshopping&h=DAQHZ8bSK&s=1). By looking into the data, we are trying to better understand their strategies implemented in Southeast Asia and deduce the survival model for e-commerce players in Thailand. Source : SimilarWeb ; Sorted by RTB-SEA Source : SimilarWeb ; Sorted by RTB-SEA To begin with, let’s get started with Lazada, a Rocket Internet-backed startup. This brand should be extremely familiar to most readers because of the astonishing media coverage it enjoys.    Unsurprisingly, the total visit stats amount to 25 million, the highest number among six companies. Also, the bounce rate is fairly good as compared with the other five companies. However, when we move on to ‘time spent on the website’ and page numbers browsed by user, the performance of Lazada falls below expectations. In addition, the same phenomenon coincidentally happens on Facebook. Ladaza has the most fans on its Facebook page while, at the same time, the engagement rate is only 0.33 percent. This reflects the same adverse situation in its official website, suggesting there is room for improvements in the maintenance of customer loyalty and brand awareness. Source : SimilarWeb ; Sorted by RTB-SEA Most notably, as we take a look at the graph of ‘Percentage of Traffic Source’, it discloses more insights to a companies strategies. In contrast to the other five companies, the percentage of Lazada ‘Display Ad’ and ‘Referral’ go up to 19.04 and 29.85 respectively. It implies the budget allocation into online marketing campaign occupy most of its traffic source. Moreover, the scarce number of organic search is evidence as well. As a result, by this data alone, one can catch a glimpse at the strategy being implemented by Lazada. Source : SimilarWeb ; Sorted by RTB-SEA On the other hand, the second player, Kaidee, is doing relatively well as compared to the performance of Lazada. Although there is a huge gap between the total visits — nearly half — between the top-two brands, it is obvious its internet users are more willing to embrace the design and the information provided by Kaidee. Apart from that, the low Bounce Rate along with higher Time On Site and excellent Page Views verifies our speculation. In other words, Kaidee customers appear more loyal which can lead to them spending more money Let’s turn to the Percentage of Traffic Source. It clearly explains our earlier assumption by showing an outstanding number in Direct and Organic Search, which trumps Lazada by over 32.4 percent. However, on Facebook low Engagement Rate shows Kaidee does not make enough effort in social marketing. Poor and unoriginal content could play a decisive role.  Now, it must be noted this is based on the limited access to data available SimilarWeb, but, I believe the sorted and graphed information is helpful for brand comparison.  Note: The data came from SimilarWeb is only based on desktop.  There may be difference if one include the mobile-based data.\- Author: Edison Chen, Business Development Manager at Tagtoo ## So what, exactly, are the differences between grocery startups? URL: https://www.tagtoo.com/en/blog/So-what-exactly-are-the-differences-between-grocery-startups | Date: 2016-04-29 Summary: Due to changes in lifestyle in urban areas across Southeast Asia, more local residents are becoming conscious of the importance of a healthy lifestyle. But, it comes with a stressful lifestyle and a working environment which deters them from eating consistently healthy. ## There exist two fundamentally different business models; we break down the distinctions. ## \-- Tagtoo Due to changes in lifestyle in urban areas across Southeast Asia, more local residents are becoming conscious of the importance of a healthy lifestyle. But, it comes with a stressful lifestyle and a working environment which deters them from eating consistently healthy. Also, rising disposable income, the value of time obviously outweighs product price, suggesting that groups of people are willing to spend more in exchange for saving precious time. As a result, it has lead to a surge in fiercely harsh competition for a new niche market in ASEAN: grocery e-commerce. As the use of the internet and support from governments continue the development of e-commerce, the average citizen getting used to placing orders on the internet. This phenomenon starts with the sale of fashion and electronic products and gradually increases the consumer’s desire for more diverse categories. Therefore, new categories, including groceries and fresh produce, become widely available through the internet nowadays. ### Expensive, but worth it Grocery e-commerce is one of the most capital-intensive spaces in the tech game. That said, right now, there are some leading companies achieving recognition from the general public in Southeast Asia and Taiwan. Most of them are young startups founded a few years ago. They often come with innovative business models and the current bunch consistently scale-up and enter into other unexploited but mature countries (especially in capital cities). While of course they have differences, all have loyal proponents using their product. But what exactly is the difference between the honestbees, HappyFreshes and RedMarts of Southeast Asia? Generally speaking, these supernovas can be roughly categorized into two-types of business model based on internal operating models — supermarket-oriented or warehouse-oriented. Let’s have a look and figure out how they work. ### Supermarket-oriented A supermarket-oriented grocery e-commerce typically need not worry about the problems of product inventory. The reason is because the hot potatoes are handled by supermarkets that partner with the startups. The most important job of the startup is bringing the product from the partner supermarkets to customers by their own fleet of vehicles — usually in the form of motorbikes. Also important is designing the best algorithms to assist with finding shortcuts for couriers, making a profit by charging delivery fees or sharing the revenue from products bought via the startup platform. In most cases, they guarantee customers that the delivery will likely arrive within hours and can even choose substitutes if the desirable products are out of stock. The delivery of fresh but perishable food, such as meat and dairy, is also a feature and the differentiator from other grocery e-commerce because of the specially designed and heat-insulated box installed on motorbikes. HonestBee and HappyFresh are the two of the notable examples for this model. In essence, they are so-called ‘asset light’ companies, implying the facts of loose cost-structure, most expenses in labor and an easily scalable model. Take HappyFresh and HonestBee for example. They expanded their business into Bangkok, Manila, Hong Kong and Japan respectively within only two years. The astonishing expansion pace is because they can duplicate a viable business model into other markets quickly and efficiently with slight changes to account for localisation. ### Warehouse-oriented On the other hand, the concept of a warehouse-oriented model is much easier to understand though the business model is far more difficult to establish. As the name suggests, the key difference is the use of warehouses as the core of the company’s strategy. More precisely, it is purely an online supermarket without any physical store. The grocery merchandise they sell are selected internally, then, stored in said warehouses as transfer stations. Merchants who adopt this model can offer highly competitive prices as compared to others because they save money on labour costs by delivering from the warehouse directly to the customer without any middlemen. Moreover, they are able to control the stocks and in-case stock runs low ensure every customer can buy any product without any substitutes. In addition, by consistently delivering quality product, they win consumer trust to their supermarket; not the delivery service. The self-owned fleet of logistics is also a critical component as this helps fill the gaps in last-mile delivery between e-tailers and customer. However, the high overhead from its warehouse and logistics system makes it difficult to expand into other countries. For instance, Redmart, founded in Singapore in 2011, finally got on the track to set up overseas branches after over four-years of effort and learning. That said, this business model is definitely not an easy one to be imitated, which helps current players because potential rivals may not present themselves for awhile. To sum up, it is inevitable for traditional retailers to move online or in collaboration with those marketplaces to reach more potential customer and create better user experience. Merchants with an understanding of how to onboard the best business model for their company can change the adversities into a positive turning point. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 10 Facts you should know before starting business in Southeast Asia URL: https://www.tagtoo.com/en/blog/10-Facts-you-should-know-before-starting-business-in-Southeast-Asia | Date: 2016-04-14 Summary: This week, there was a gathering event in Taiwan. The topic was focused on business and cross-border e-commerce in Southeast Asia. The attendees could be roughly categorized into logistics providers, platform owners and product in charge. Most of them have more than five-year experience in running business there. Southeast Asia presents good opportunities for businesses seeking new markets to tap into, but it can be also tricky to navigate \-- Tagtoo This week, there was a gathering event in Taiwan. The topic was focused on business and cross-border e-commerce in Southeast Asia. The attendees could be roughly categorized into logistics providers, platform owners and product in charge. Most of them have more than five-year experience in running business there. They were well versed in regulations, rules, operational know-how and even secrets — they shared these information freely, to remind others of the potential crisis ahead. From my perspective, these discussions were relatively interesting and helpful. While, they do not present official statistics — or “solid knowledge” — they are, in a way, more useful and easily understandable. I believe that those ideas are worth sharing, so here they are: 1\. Choose smaller cities to avoid potentially fierce competition Based on the fact that new entrants often choose the largest cities to start their business or places entrenched with international companies, it could be harmful to businesses’ development in the preliminary stages if they are not backed up by huge sums of funding or powerful connections. 2\. Online-shopping marketplaces are the stages for youths and young adults As far as the young demographics in Southeast Asia is concerned, it’s a good idea to target young ladies and gentlemen by presenting apparels or electronics goods because those kind of products attract them. 3\. A viable business model in developed countries could be applied in Southeast Asia The business development and infrastructures in Southeast Asia significantly lag behind Taiwan. However, the SEA seems to follow the same path Taiwan once walked through. The infrastructure and policy of SEA reflect the exact situation in Taiwan ten years ago. Hence, for those who lack in understanding about e-commerce’s future, Taiwan could be a good case study before entering SEA. 4\. Local connections are the top priority For businesses seeking to expand into new markets, backup from the locals with strong connections could help with simplifying the costly registration procedures, and also, accelerate their ascend to the top position in the market. In other words, connections plays a crucial role and should never be neglected. 5\. The best and efficient way to understand Southeast Asia is to do product analyses Businesses should conduct their research on SEA market research well in advance. Although Southeast Asia has formed an economic union, there still exists cultural differences — and fragmented geographies. Both are hot potatoes and hard to deal with. Comprehensive research of the whole market in six countries could be overwhelming. So, instead, start with a simple product survey – it can help you rapidly understand each market, yielding more productive results. 6\. Take Singapore as the first stop to enter SEA According to the lectures shared by experienced SEA merchants, one should start his or her business in Singapore in order to cater to more people in SEA region. Based on their experiences, brands that do not come from Western countries perform poorly because Southeast Asian people still believe that domestic products are inferior and thus, show more preference for Western products. With Singapore having close and favourable connections to the West, setting up your office there would help facilitate the brand image in the eyes of customers. 7\. Only creative business model can draw the attention of venture capitalist Right now, the imitated business models (Tencent and Alibaba for instance) are already outdated. Venture capitalists aren’t excited about the business models which are too similar in appearance and essence  to Tencent and Alibaba ones. It is the innovative ideas that are able to bring you to the meeting with venture capitalists. 8\. Cross-border e-commerce players should focus on B2B One of the senior merchants indicated, unexaggeratedly, that the risk in B2C e-commerce is beyond our imagination. You should only venture into B2C if you are extremely sure about the demands of the customers and have the right marketing strategies. Otherwise, you could burn through your money in a blink of an eye. 9\. Cross-border e-commerce is not a means to make a fortune but a tool instead Although cross-border e-commerce could become the mainstream in several years, one should look before you leap. Needless to say, the core of retailing is the product. A right and good product would help you attract countless customers to come in but a fake or wrong product could wreck your business dream. After all, it is the quality of the products that counts in the end. 10\. The biggest challenge is infrastructure Take Indonesia for example, it is consists of a spread of thousands of islands, some far apart from the mainland, making some of the residents unreachable via traditional vehicles. Also the transportation is not convenient. Some even joked that only the adoption of drones can solve the problems. Aside from that, the payment is a serious problem as well. The cash transaction alone accounts for 89 per cent of total transaction across Southeast Asia because of the lack of reliable payment tool. The room for improvement is still huge. \- Author: Edison Chen, Business Development Manager at Tagtoo ## What factors lead to the success of Garena ? URL: https://www.tagtoo.com/en/blog/What-factors-lead-to-the-success-of-Garena | Date: 2016-04-09 Summary: On March 31, a balmy sunny day, Garena, one of the most promising and Singapore-based startups, made an announcement of $170M series D funding from Malaysian government’s strategic investment fund. It’s estimated that the valuation of the internet company reaches nearly 3.80 billion, a conservative projection figure. Unsurprisingly, these continuously instilling funding help Garena squeezed out other startups to become the most valuable unicorn in Southeast Asia. ## **Both business models of Tencent and Alibaba have not implemented the viable business models in China much better than Garena. \-- Tagtoo** On March 31, a balmy sunny day, Garena, one of the most promising and Singapore-based startups, made an announcement of $170M series D funding from Malaysian government’s strategic investment fund. It’s estimated that the valuation of the internet company reaches nearly 3.80 billion, a conservative projection figure. Unsurprisingly, these continuously instilling funding help Garena squeezed out other startups to become the most valuable unicorn in Southeast Asia. Broadly speaking, this amazing unicorn consists of several major products, Garena+, Beetalk, Shopee, Airplay respectively. More specifically, they represent future blueprint and core tactics Garena tries to achieve. They are all so-called platforms internally for different purposes:game portal, social network, c2c marketplace and digital payment respectively. Each of them plays a critical role in the corporate deployment in Southeast Asia, assisting in coming up with more diverse and integrated strategies to cement its leading position. None of the existing companies implemented the viable business models much better than Garena. Currently, Garena has speeded up the product development in order to cater to more Southeast Asian. Those moves are widely associated with the new investment from Tencent, an Internet giant in China. Moreover, from its main products alone, one can clearly notice the similarity with Tencent (QQ and WeChat) and Alibaba (Alipay and Taobao). This, without a doubt, is the proof that Garena is desperately trying to build a complete ecosystem which is equivalent to the synthesis of its two big brothers, Tencent and Alibaba. In the talk at “Tech in Asia 2015”, Garen president Nash even boldly admitted the inference and further disclosed the internal information of decision-making (See[video](https://www.facebook.com/l.php?u=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DNYAop7kYWUM&h=QAQEalu6k&s=1)). Source : Tech in Asia Although both Tencent and Alibaba’s business models are commonly imitated and adapted, the undeniable truth is nobody implements the viable business models in China much better than Garena. Some may claim the huge success of Garena lies only in the acquisition of exclusive license of League of Legend, (publicly known as “LOL”) one of the hottest online-multiplayer games, whilst some hold the perspective that the perfect location and support within startups-friendly country  -- Singapore -- is the key. The truth is, when one delves deeply enough, both of the arguments are partially true. None of them are the real defining factor. The previous failure lead to the present success . First and foremost, let’s start with running an online platform, a difficult topic for freshman startups. Although the launch of GG, a short-lived platform created by previous team which the founder of Garena was one of the team members, failed to keep the team on the right and sustainable track, it was, from my perspective, more akin to a minimum viable product (MVP), making the founder figure out and realize where the true niche market was and how to prepare themselves to catch the waves again as soon as the right timing approached them. Afterwards, it turned out the precious lessons from the past helped them come up with a terrific business idea -- a free game portal featuring communication and clan system --  because the founder has already known what those game players desired for. Besides that, the concept of social gaming was a new business model that hadn’t been discovered among startup firms in 2010. Hence, all of these factors contribute to the successful launch of the early stage of Garena. Source : Official Website of Garena Incomparable content localization strategies make Garena stand out The highly-localized content on platforms is also a key point worth mentioning. While the alliance of Southeast Asia region shape a perfect unity following behind European Union, the drastic difference within each country is the deterrent for e-commerce entrants. Taking the notice already, Garena regarded it as a kind of differentiator from other tech firms to promote its product. The move, frankly speaking, created a locally consistent gaming environment, not just language but also the content itself,  for game players from numerous countries, plus reducing its internal efforts to modify the game content. As a result, those published games smoothly attracted game players from different regions to become loyal users, significantly increasing the traffic flowing into platforms and burgeoning the capability of focusing on the user demands. The backup of its big brother, Tencent, is a critical assistance. Furthermore, diversification growth strategies and specific expanding directions find favor in VC’s eyes. While Garena’s president refused to speak publicly on the behalf of those investors, he did imply that the scalable business model of Garena -- every product comprises the huge potential to go to global stage --could be one of the reasons why these VCs are willing to invest the team. In addition, the backup of its big brother, Tencent, is a critical assistance one cannot neglect. With the connection built by Tencent, it is much easier to leave a good impression and win the trust from other existing investors who are suspicious of Garena’s capability. The supports from Tencent reduce annoying stumbling rocks and obstacles ahead of the expanding path, pushing the unicorn to the position of top one startup in Southeast Asia eventually.   Finally, the triumph of Garena by no means should be credited to the sheer luck or any other single factor. As long as these aforementioned factors come all together and are at play, the chemical reaction goes wild. Despite the fact that Garena is the most valuable company, it is possible that its position could be replaced someday in the increasingly competitive environment. Whether the phenomenon is a bubble or not, time will tell everything. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Demand side platform will be the best solution for digital ads URL: https://www.tagtoo.com/en/blog/Demand-side-platform-will-be-the-best-solution-for-digital-ads | Date: 2016-04-01 Summary: Marketing campaigns, whether the online and offline ones, is a critical way to deliver company message to potential prospects and, then, turn them into frequent customers. While the offline marketing campaign is well studied and practiced, the online one seems ignored and lack of attention. **While there is no elixir for merchants to effectively pivot to the right track, making good use of this platform can help take less effort while achieving more positive result.** **\-- Tagtoo** Marketing campaigns, whether the online and offline ones, is a critical way to deliver company message to potential prospects and, then, turn them into frequent customers. While the offline marketing campaign is well studied and practiced, the online one seems ignored and lack of attention. The unique internet development in Southeast Asia What makes Southeast Asia unique is associated with the internet evolution. As explained in a book The Long Tail: Why the Future of Business Is Selling Less of More, the emergence of social networks, Facebook in particular, led the entire internet landscape to leapfrog to an unprecedented scene. The scarcity in the number of active websites publishers also brought blizzard to the internet community. The traditional online impression could not trigger the expected result it should score. Advertiser, on the other hand, could not find any value in spending any penny on doing traditional exposure. Therefore, monetizing original content from blog and self-own website became extremely hard, causing vicious cycle to both parties.    With that said, the one of the solutions advertisers can resort to is Demand Side platform. The introduction of Demand Side Platform Work flow of RTB ; Source: Tagtoo.com.tw A Demand Side Platform, usually acronymized as DSP, company should have the following features (P. Kluge, 2014 ): 1. Real-time bidding(RTB) and audience buying : manage cost effectively and target potential customer accurately 2. Centralized campaign management : easily understandable and mutually comparable data 3. Global controls : change any settings within the same place 4. Unified campaign tracking and reporting : performance report match third-party data exactly 5. Optimization to meet the advertiser’s objective : customized advertising based on one’s goal. Lack of performance-oriented DSP company A performance-oriented DSP, an advanced level one, is a much more effective platform as compared to typical DSP. Apart from basic functions, the additional features, such as highly flexible pricing model and comprehensive visibility of Ads spending, make monitoring campaigns as easy as one can imagine. The swift adjustment regarding the real-time performance further result in more online conversions. Moreover, it is reported that in US market alone, nowadays, accounts for nearly 55% of marketing budget for display Ads. Nevertheless, it is not ubiquitous everywhere. Common as it is in most of western countries, a DSP company providing performance-oriented solution is rare to be found in Southeast Asia. The reason for this phenomenon, perhaps, is because a DSP requires cutting-edge techniques, huge database, and, experienced platform operators. Needless to say, there is a long way to walk when it comes to the growth of DSP companies. Tagtoo, A leading solution provider in Asia While lagging behind western markets, under no circumstance does it mean there is no excellent solution provider in Southeast Asia. Tagtoo, a solution provider specialized in e-commerce, is one of them. Unlike traditional DSP company only providing Cost Per Click (CPC), Tagtoo dares to offer Cost Per Order (CPO), which is a more desirable and realistic choice, to clients. Until now, Tagtoo has helped many e-commerce ventures manage their Ads campaigns and, then, increase overall revenues.    Among all the brilliant case studies, Tagtoo successfully assisted i3fresh, a Taiwanese fresh food e-commerce, with cementing its leading position in extremely competitive environment by increasing 70% new customers and 4.5% conversion rate, which is 50% and 1.8% in industry average respectively. While there is no elixir for merchants to effectively pivot to the right track, making good use of platform can help take less effort while achieving more positive result. Be ready to embrace the power of DSP ! ## 5 reasons why HappyFresh stands out among grocery delivery startups URL: https://www.tagtoo.com/en/blog/5-reasons-why-HappyFresh-stands-out-among-grocery-delivery-startups | Date: 2016-03-31 Summary: “What we are doing is to put a supermarket, Costco for example, just inside your house. We know our customers need this service and that’s why we are here,” says Ronald Chan, Managing Director of HappyFresh Taiwan. ## **Grocery delivery services may become ubiquitous in the near future** ### **\-- Tagtoo** “What we are doing is to put a supermarket, Costco for example, just inside your house. We know our customers need this service and that’s why we are here,” says Ronald Chan, Managing Director of [HappyFresh](https://www.happyfresh.com/) Taiwan. Grocery shopping is integral to our lives. Within supermarkets house the repository of our daily essentials — such as shampoo, spices, shaving cream, M&M bars, family planning kits, etcetera. But, what if we could buy those products without stepping out ? There are many-e-commerce disrupting the grocery space, one of them being HappyFresh. I interviewed Ronald Chan, Managing Director of HappyFresh Taiwan, to figure out the survival strategies of HappyFresh in this increasingly saturated area of commerce. During the interview with him, he spoke little on the company’s financials, but expounded on HappyFresh’s value proposition — both from a business and consumer standpoint, and how it differentiates from its competitors and could potentially gain the increasing popularity among public. Here are five key takeaways from the interview which I believe will ensure HappyFresh’s continuing success. ### 1\. Regional teams focus on expansion while headquarter takes the rest of jobs ### Division of labour is a key component of success in any industry, especially for those startups trying to expand rapidly to gain significant market share. HappyFresh, needless to say, has applied this methodology into their team by leaving research-and-develop teams in headquarters to deal with and support and technical problems. This not only helps regional teams focus on marketing and educating customers but also allows these teams to be lean — reducing labour costs. In other words, these teams can concentrate on their specialisations and not be distracted by other areas of the company’s business. ### **2\. Asset light and highly localised model facilitate the growth of users** ### HappyFresh is one of well-known for being asset light. And that permits for a loose cost structure — mostly labour cost — and easily scalable model. By thinning the budget on assets, the regional team can invest most of its capital in providing discounts to attract users and organise more marketing campaign to bring in first-time user. Furthermore, since every individual market has diverse criteria toward “good food and fruit”, HappyFresh has launched HappyFresh academy to instruct shoppers on the fine art of fresh food and fruit selection. The partnered supermarkets are also the ones which are locally popular among customers rather than high-end and premium supermarkets. ### **3\. One hour delivery brings supermarkets to be just around the corner** ### For some, the distance to the supermarkets stretch a little too far for comfort. Also, the traffic can be a pain in the arse (think of the number of “tsk” you have to endure while bringing a big 10kg bag of rice ontpo a crowded bus). With the introduction of one-hour grocery delivery services , however, these two problems may soon be a distant past. For some, a few dollars is a small price to be pay for the time that could be saved. As these distant supermarket become easily reachable, customers may be incentivised to shop more frequently and spend more. ### HappyFresh Personal Shopper ### **4\. The niche market they targeted is the one with high spending power** ### Some may doubt the feasibility of the grocery delivery service based on the irreplaceable personal  touch in mortar-and-brick — specifically mom-and-pop local produce — stores. Also, since HappyFresh usually charges delivery fee and other expenses to customer ( HappyFresh plays a middleman between customer and supermarket), the total shopping expense could be even higher than shopping in physical stores. Indeed, it is undoubtedly true for majority of customers, but it not applicable to people with high spending power. Even though this group of people is only 1 per cent of the total population, the profit they bring to companies is still a substantial figure. ### **5. Collaboration with competitors to reclaim this new market** ### There exist numerous grocery players trying to enjoy the first-mover advantages. Technically, they may be contenders but actually they are partners working together to educate customers and markets. This strategy is borne out of the need to change ingrained shopping habit — requiring both intensive capital and great patience. Therefore, embracing incoming competitors to work on these historically epochal projects becomes necessary and could accelerate changes in shopping habit. To sum up, with the previous experience in FoodPanda (Ronald was the founder of FoodPanda Taiwan before), I strongly believe that Ronald is able to lead HappyFresh Taiwan to dominate and successfully revolutionise the grocery delivery industry. \- Author: Edison Chen, Business Development Manager at Tagtoo ## Five must-learned tips for e-commerce entrants to Vietnam URL: https://www.tagtoo.com/en/blog/Five-must-learned-tips-for-e-commerce-entrants-to-Vietnam | Date: 2016-03-24 Summary: While some claims Southeast Asia is a confusing region with segmented geographical and complicated cultural issues, it is actually not as difficult as one imagines to understand Internet user’s behavior. Southeast Asian, like any other people in different corner of the world, crave for cheaper price and better customer experience. ## **In order to keep up the pace with the world, the Vietnamese government has made efforts to boost the development and even set up a new institute to handle.** ## **\--Tagtoo** ### While some claims Southeast Asia is a confusing region with segmented geographical and complicated cultural issues, it is actually not as difficult as one imagines to understand Internet user’s behavior. Southeast Asian, like any other people in different corner of the world, crave for cheaper price and better customer experience. Vietnam, so-called Eastern France, has vast market potential with internet penetration growing rapidly. The huge population base is also the tempting factors in the eyes of incoming merchants. Hence, having a basic understanding about this nation become a must. **1\. The restrictive and changing regulations and rules.** As compared to other countries in Southeast Asia, it seems the appropriate regulations for retailing in Vietnam is still in the pipeline. Vietnamese government, nevertheless, is trying to fix this issue by launching a new institute to handle e-commerce in order to catch up the pace with the world. With that said, the ever-changing rules is a stumbling rock if one doesn’t stick to the updated information carefully. One of the notable examples is the case taking place in November 2014. It was reported that 17 local e-commerce website in charge were unexpectedly fined for breaking the regulations the commission just initiated. This shocking incident, perhaps, was because of  the communist ruling party. While we see the downside of doing business in Vietnam yet, it is undeniable that Vietnam is one of the promising supernovas with bright future. **2\. Lower rate in credit card use.** Source : VIETA According to the survey conducted by VIETA (Vietnam E-commerce and Information Technology Agency), one of the reasons Vietnamese are not willing to make online purchase is “Not having credit card”, accounting for 42%. Other obstacles, such as trustability, are already well-known. Holding the belief of believing what you actually hear, I try to make inquiries about customer behaviors with my Vietnamese friends. Unsurprisingly, what they spoke exactly is consistent with the result of the survey — it’s rare to see a credit card in one’s wallet. The reason behind is related to the rigorous censorship. Hence, COD (Cash On Delivery) remains widely practiced among people. **3\. The limited access to western brands or product types.** Source : official website of Lazada Even though there are numerous e-commerce marketplaces, they offerings are unable to cater to the increasing demand of local customers. The unavailability in product motivates people to come up with solutions to satisfy their desire. That is, people get the items they want by relying on individual retailers who import products from China marketplace, Taobao in particular. This special phenomenon unveils a problem -- the product variety is limited even in the leading marketplace, Lazada. Obviously, the recruitment of new sellers and flagships brands is the first priority of e-commerce marketplaces. **4\. Websites and social networks triggers the most effective sales.** - Source : VIETA From the charts above, one can clearly see the effectiveness of each main channel. Website and Social Network performed the best and second best of all, getting 61% and 56% of moderate-to-high satisfaction respectively from surveyed local e-commerce players. It also shows e-commerce merchants focus more and have a great reliance on the two channels. As compared to the aforementioned, Mobile Apps and E-marketplace seems to lose the favor of online merchants because of the higher low satisfaction rate. More precisely, it tells that Vietnamese do not get used to the message from both, clearly indicating the budget should not be spent to them in terms. **5\. The best marketing budget should be directed to “Search Engines”** Source : VIETA Among four types of advertising channel, traffic from Search Engines, also called paid search, results in the most desirable result with the respect to marketing effectiveness, triggering nearly 40% of high Effectiveness. Coincidentally, the statistical figure in Social Network is right behind Search Engine with high satisfaction reaching 28%. The effectiveness in SMS and Mobile Apps, on the other hand, is far from being acceptable and significantly beyond desirable satisfaction, indicating the budget reduction in this marketing channel is expected and should be avoided.   Finally, the Vietnamese startup community and E-commerce are as vibrant as one can imagine. Based on the above surveyed result, one should keep them all in mind and take it as cornerstones to develop strategically accurate statics, marching to the bright future in Vietnam. ## 【KnowHow】Five Tips For eCommerce Players in Malaysia URL: https://www.tagtoo.com/en/blog/KnowHow-Five-Tips-For-eCommerce-Players-in-Malaysia | Date: 2016-03-17 Summary: Since the alliance of Southeast Asia countries a few years ago, the huge domestic demands in these emerging markets has caught the attention from all over the world. This phenomenon is even lifted with increasing mobile penetration and an addiction on social networks, such as Facebook and Instagram. Southeast Asia, nowadays, is absolutely no longer as undeveloped as one’s stereotypical bias. Since the alliance of Southeast Asia countries a few years ago, the huge domestic demands in these emerging markets has caught the attention from all over the world. This phenomenon is even lifted with increasing mobile penetration and an addiction on social networks, such as Facebook and Instagram. Southeast Asia, nowadays, is absolutely no longer as undeveloped as one’s stereotypical bias. (See [Weekly Column:Insights on Rakuten closedown in Southeast Asia](https://www.facebook.com/notes/rtb-southeast-asia/weekly-columninsights-on-rakuten-closedown-in-southeast-asia/1805660159661668) ) However, there are unprecedented challenges ahead of those merchant pioneers trying to enjoy the first-mover advantages. To be honest, no one has come up with a good strategy to conquer this region. Even for those ambitious pioneers, it’s still a headache. The segmented islands, culture difference, religions and diverse races do cause a burden on one’s business layout, making Southeast Asia a gold rush but, in the meantime, a mysterious Bermuda Triangle. By no means should one gives up simply because of harsh environment and unpredictability. Nor did I encourage those reckless moves. One should keep going and, the most importantly, learn from the previous lessons and current trends in case one makes the same mistakes predecessors had again. Consequently, this week we are going to go through crucial tips helping with business development by surveying numerous columns and business reports. The focus this week is on Malaysia. #1. The demand for 3C product, apparel and cosmetics reach historical height. Source : www.specommerce.com The initial e-commerce development is largely boosted by airline ticket booking. Right now, people get used to go online shopping and are reliant on the internet to acquire exotic product and the latest fashion trend, Taiwanese and American culture in particular. This partially influences their choice and desire about making product purchase. Moreover, with increasing disposable income for an adult, sense toward quality outweighs price itself. They longer buy usable appliance or wearable clothes but brand image and better customer experience. #2. Metropolis and cities as a starting point for expansion. Without a doubt, the infrastructures in big cities are comparable to those in western world. Good transportation system, reliable logistics, trusted fulfillment, various payments, urban dwellers enjoy these convenience and get accustomed to it already. Company need not make huge efforts to educate customer and, instead, is able to focus more on the product and market. As a result, it is a wise idea to start one’s business in big cities. On the other hand, if you are lack of critical resources, collaborating with existing e-commerce player isn’t a bad idea either. This not only reduces the risk but also builds connections with locals, waiting for good opportunities to step out. #3. Cross border e-commerce is dominant. It is reported that cross border transaction takes forty percent of whole online shopping sales. This suggests that the non-domestic product is as competitive as local ones. It is even not exaggerated to say that people are eager for exotic product. Apart from that, the loose regulations about cross border are also the key points, making it easy for e-commerce players to enter in. Perhaps, it’s exactly the right time. #4. More and more numbers in platforms but less in sellers. More and more people are conscious of the coming of e-commerce era. They create a plenty of platforms to catch the wave and use different strategies to cater to more seller to march into. Things, however, do not go as smoothly as they forecast. People are still hesitating and wandering off to get involved. The main reasons could be complex procedures or high entry barrier. Hence, recruiting new and more sellers could be the radical issue for the following year. There exists huge gap between platforms and online sellers #5. Customer service is a key winning point. People tend to make a phone call to check the product they want to buy before they make an online purchase. It’s inevitable that the quality of a phone call possibly has an impact on whether an item is put into cart, this is especially true within Southeast Asia. In addition, language barrier is also the the problem for a foreign e-commerce player. Thus, customer service should always be one of a company’s priority if they are struggling to win a position. Southeast Asia is the last spot for e-commerce to grow. Truth to be told, there exist several similarities within the whole Southeast Asia region even though the backgrounds behind countries are quite complicated. Especially for purchasing behavior, they are all afraid of fraud, the trustability of online shopping. The current situation in this region also happens to be similar. Mobile first phenomenon, unsaturated and potential e-commerce markets, social networks addiction, longer internet use and gaps in smaller cities all are the features. Finally, we all admit that one should make the analyses of Southeast Asia respectively for the e-commerce layout. The thing is, unsurprisingly, the core value of e-commerce still lies in retailing. The quality of one’s product determines half of the winning possibility to become successful. As long as one is able to make it, you’re going to make it for certain. This is the end of Weekly Column. Hope you enjoy reading it! If you have any questions, please leave a comment below and I will try me best to answer. See ya next week. For more details of E-Commerce in Southeast Asia, 1. [Weekly Column : The Analysis of E-Commerce Development in Thailand](https://www.facebook.com/notes/rtb-southeast-asia/weekly-column-the-analysis-of-e-commerce-development-in-thailand/1808611382699879) 2. [Weekly Column : Verification of Marketing Strategy Adopted by Lazada and Kaidee in Thailand](https://www.facebook.com/notes/rtb-southeast-asia/weekly-column-verification-of-marketing-strategy-adopted-by-lazada-and-kaidee-in/1811632015731149) 3. [Weekly Column : Case Study of Lazada’s Marketing Strategy in Id, Th, Vn, Sg,Ph ,My.](https://www.facebook.com/notes/rtb-southeast-asia/weekly-column-case-study-of-lazadas-marketing-strategy-in-id-th-vn-sgph-my/1814716188756065) Reference : [https://insideretail.asia/](https://business.facebook.com/l.php?u=https%3A%2F%2Finsideretail.asia%2F&h=0AQFaefUE&s=1) [http://info.taiwantrade.com.tw/CH/](https://l.facebook.com/l.php?u=http%3A%2F%2Finfo.taiwantrade.com.tw%2FCH%2F&h=dAQGz1f1n&s=1) [http://www.trade.gov.tw/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.trade.gov.tw%2F&h=PAQHdERHU&s=1) [http://www.7headlines.com/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.7headlines.com%2F&h=nAQHxi6_-&s=1) [http://www.e-volunteer.org.tw/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.e-volunteer.org.tw%2F&h=yAQGgpMSw&s=1) ## These 3 points will determine the future of grocery e-commerce in Southeast Asia URL: https://www.tagtoo.com/en/blog/These-3-points-will-determine-the-future-of-grocery-e-commerce-in-Southeast-Asia | Date: 2016-03-07 Summary: With boutique e-commerce overcoming logistical and customer behaviour barriers and building credibility years ago, people are becoming accustomed to place orders digitally and gaining desire for more convenience with a single click on the mouse. More categories ranging from electronic devices to groceries are available in the market; even fresh food experiences growing popularity among businesses with supporting infrastructures such as insulated storing box. ## The local market has been proven to be a tough nut to crack and there are some irreplaceable experiences while one shops in a physical store. ## \-- Tagtoo With boutique e-commerce overcoming logistical and customer behaviour barriers and building credibility years ago, people are becoming accustomed to place orders digitally and gaining desire for more convenience with a single click on the mouse. More categories ranging from electronic devices to groceries are available in the market; even fresh food experiences growing popularity among businesses with supporting infrastructures such as insulated storing box. Despite rapid growth in grocery e-commerce sector, it is undoubtedly one of the most capital-intensive spaces in the tech game. But with the potential to give rise to another peak in e-commerce growth, startups and companies fearlessly make a huge bet on this battlefield, eagerly trying to become the one of the remaining winners in this fierce, armed competition. Clearly, in order to defeat rivals and maintain leading position at the same time, it’s extremely crucial to understand what factors could potentially help company thrive and what decision could lead to its potential failure. As a result, this week, we are going to look into the latest trend and conclude critical points for e-tailers. ### 1\. Millennials and Generation Z are the driver of grocery-business growth Source : Nielsen Report, other two types are not shown here People born in the digital era enjoy the unprecedented convenience of tech than any other generations. They embrace innovation and are willing to give it a try even when a new function was just launched. This phenomenon is exactly reflected in the survey carries out by Nielsen in 2015. The two age segments, 15 to 20 and 21 to 34, are among the second-highest and the highest rates in four different types of e-commerce options (Home Delivery, Automatic Subscription, Virtual Supermarket and Click-and-Pick-Up). Also, since these two segments are going to shape the future economy for decades and have huge influence on the waiting list of winners, merchants should definitely focus on their interests and optimise customer experience to effectively catch their eyes. ### 2\. Home delivery is the most used option Source : Nielsen Report In Asia Pacific, where the Internet penetration is the highest, it is no surprise that Home Delivery becomes the most popular e-commerce subsector due to its convenience for those who spend most time at work. This can be credited to the fact that rapid urbanisation in Asia has brought forth economic development and, at the same time, creates demand for Home Delivery. On the contrary, the use of Virtual Supermarket is at a much lower rate (only 18 per cent) compared to Home Delivery. The lack of the virtual supermarket in Asia, especially Southeast Asia, and customers’ preference toward physical supermarket could be the explanation. As a result, no matter what type of product they sell, e-commerce grocers should not ignore the importance of Home Delivery and how it can increase revenue by fulfilling customers’ needs — speed and quality. ### 3\. Brick-and-mortar store is still dominant in markets Source : Mathew Sanders The local market has been proven to be a tough nut to crack and there are, without doubt, some irreplaceable experiences while one shops in a physical store. Take fresh food for example. The smell and real look of the food you choose is something that cannot be expressed on the website, even with lively and beautiful photographs. Furthermore, even though online shopping greatly affected convenience, the engaging experience with tangible object in a supermarket is a much more enjoyable moment for some individuals and families. The main idea is not to take over the position a physical retail store, but to create a newly cooperative way to bring customer in. It offers merchants opportunities to make use of the existing channels to come up with a brand-new revenue model without having to make much effort in educating customer. It’s not really a bad thing. It is reported that grocery e-commerce is about to grow tremendously around the world for certain. The growth rate will remain in two digit. However, since there exist huge differences in lifestyle among regions, merchants should know the market well before taking actions. Especially in Southeast Asia, where demographics, operating costs, competitive landscape and consumer preferences are much more complicated than any other markets. The points I concluded above from numerous reports is particularly applicable to Southeast Asia, and could potentially send you warning signs for the move you are going to take. \- Author: Edison Chen, Business Development Manager at Tagtoo ## 【Analysis】The Analysis of eCommerce Development in Thailand URL: https://www.tagtoo.com/en/blog/Analysis-The-Analysis-of-eCommerce-Development-in-Thailand | Date: 2016-02-25 Summary: When it comes to Thailand, what is the first thing coming out your mind? Well, it could be the prosperous tourism, sacred buddha and spicy but tasty street food. Unsurprisingly, that is our stereotypical thoughts. However, there is one thing one often neglect — the potential to be a hot spot of E-Commerce in Southeast Asia. When it comes to Thailand, what is the first thing coming out your mind? Well, it could be the prosperous tourism, sacred buddha and spicy but tasty street food. Unsurprisingly, that is our stereotypical thoughts. However, there is one thing one often neglect — the potential to be a hot spot of E-Commerce in Southeast Asia. Although the development is not as advanced as Singapore and Malaysia, government has already allocated budget to invest in the infrastructure, hoping to transform domestic industries into unique specialities. In addition, with its strategic location, which refers to “One Belt and One Road” issued by China, the crosse border business is expected to grow by a significant number. Hence, the future of this religious country is promising and bright. Source : http://www.aseanthai.net/english Here, we choose Thailand as our fist stop to unveil the journey which will cover other five countries, presenting critical perspectives about the E-Commerce and Advertising. - First, Thai shoppers have come up with a set of special online auction business. Unlike any countries in the world, the so-called “shadow marketplace” is quite common among sellers and buyers. The term implies that using Instagram as a platform to showcase their product and communicate with the seller via Line. Thanks to emergence of social network and online communication app, there has been a rise of C2C e-commerce in Thailand, popping out an innovative and creative business model. Source : https://www.smartm.com.tw - Second, mobile devices are dominant but online sales are still made on desktop. As we concluded earlier in the article, ([Weekly Column : Insights on Rakuten closedown in Southeast Asia](https://www.facebook.com/notes/rtb-southeast-asia/weekly-columninsights-on-rakuten-closedown-in-southeast-asia/1805660159661668)), Southeast Asia is a region where people are accustomed to use cellphone to browse websites. However, this, by no means, is relevant to the shopping behavior. According to a statistics, 70% online shopper click the buying button on desktop rather than mobile devices. Although there is a higher rate in cellphone, one should contemplate into the meaning of numbers. Desktop still plays a critical assistant to market one’s product. - Third, there are more and more cases of corporate cooperation, squeezing out player with little funding. Apart from international e-commerce players which have the backup from a bunch of investors, top three local players, TARAD.com, weloveshopping.com and sabuy.com, are all financially supported as well by corporations with huge amounts of capital. It’s inevitable that the environment become extremely rigorous than ever for new startups. Without perfect preparation, failure is expected to be very soon. Source : https://www.smartm.com.tw - Fourth, cash on delivery (COD) is the major and trusted way for payment. There are pros and cons with the development of internet. It brings the convenience for people but, on the other side, it may risk people’s trust at the same time. The fraud and spam are common in online shopping. As a result, even though there are excellent solutions for online shopping, such as third-party payment, fear for scam could still hover one’s mind. Source : https://www.techinasia.com/ - Fifth, traditional Ad-driven monetization do not work because of no-tail effect(see [definition](https://business.facebook.com/l.php?u=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2FLong_tail&h=jAQHtClwM&s=1)). Startups or Internet companies usually have a tendency to go with advertising as their default monetization strategy but not for ones in Southeast Asia. This can apply in Thailand without a doubt. Nowadays, companies often generate revenue by value added service. There is no space for traditional monetization channel to survive. Source : TechCrunch - Sixth, the logistics system remains a stumbling block for e-commerce. The product delivery in metropolitan areas has been improved greatly. However, when sending products between cities, the problems is still unsolved. This could be the cause by traffic congestion and lack of delivery service provider. Although DHL has made an investment and build a partnership with local logistics company(see the news : [DHL eCommerce Launches Domestic Delivery Service in Thailand](https://www.facebook.com/rtbsea/posts/1806002922960725)), the room for growth is believed to be a long way to overcome. - Seventh, the demand for fresh food would gradually increase. Due to the changes of lifestyle in urban areas, people are becoming aware of body health. The consciousness makes them willing to afford better quality at a higher price. Previously, e-commerce players focused on fashion and cosmetics product but new players may shift to the new and unexploited business. In a nutshell, the competition in e-commerce is fierce. With the full support from government aiming to put emphasis on e-commerce, however, some of the adverse circumstances one meet would disappear within a short time. For next stop, we are going to have a trip in Malaysia. Please stay tuned in our Weekly Column! Source : [http://www.bnext.com.tw/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.bnext.com.tw%2F&h=PAQHdERHU&s=1) [https://www.clickz.com/](https://business.facebook.com/l.php?u=https%3A%2F%2Fwww.clickz.com%2F&h=yAQGgpMSw&s=1) [http://techcrunch.com/](https://l.facebook.com/l.php?u=http%3A%2F%2Ftechcrunch.com%2F&h=VAQG9X-Yx&s=1) [https://www.smartm.com.tw/](https://business.facebook.com/l.php?u=https%3A%2F%2Fwww.smartm.com.tw%2F&h=AAQEpIdyM&s=1) [http://www.dealstreetasia.com/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.dealstreetasia.com%2F&h=vAQECLOoE&s=1) [http://www.acommerce.asia/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.acommerce.asia%2F&h=JAQGabPGQ&s=1) ## 【Analysis】Insights on Rakuten closedown in Southeast Asia URL: https://www.tagtoo.com/en/blog/Analysis-Insights-on-Rakuten-closedown-in-Southeast-Asia | Date: 2016-02-15 Summary: One of the most shocking news this week should be the “Shutter of Rakuten in Southeast Asia ” , causing a stream of suspicion and critiques. In an official statement, Rakuten didn’t explain too detailed about the decision, simply indicating this was part of the corporate vision which is externally known as “Vision 2020”. One of the most shocking news this week should be the “[Shutter of Rakuten in Southeast Asia](https://www.zdnet.com/article/rakuten-to-shutter-online-marketplaces-in-singapore-malaysia-indonesia/) ” , causing a stream of suspicion and critiques. In an official statement, Rakuten didn’t explain too detailed about the decision, simply indicating this was part of the corporate vision which is externally known as “Vision 2020”. Although the statement is obscure, a message was left and perhaps the key to the board’s decision, leaving an imagination for most of us. > “In SE Asia, as the market itself changes and adapts, we are looking toward C2C and mobile business models for e-commerce and other businesses.” Yes, you’re right. The key words are “C2C” and “mobile”. When taking a close look at the ecosystem built by Rakuten, you may notice that a mobile app coincidentally suited to the hint. It’s [Rakuma](https://business.facebook.com/l.php?u=https%3A%2F%2Frakuma.rakuten.co.jp%2F&h=mAQE83ZJu&s=1). It is reported that in order to avoid possible conflict between the old and new business scope, the original online marketplace and Rakuma, Rakuten is forced to make the decision to quit one of them. However, this is not the end. After making a comprehensive survey (see references), one can find out the reasons behind the closedown are far more complex. Here, we conclude some points. - First, B2C E-Commerce is a capital-based and scale-based business. Since almost every platform is similar to each other, including the package service they provide, the decisive factor will at length depend on the scale. Scale decides the final winner. Meanwhile, E-commerce is a winner-takes-all market where the rich get even richer. It suggests that one has to increase customer number at the cost of profitability and this is going to cause a huge investment in the long term. Obviously, the risk is overwhelming to take. - Second, a year delay in E-Commerce development could mean several years late in business scale. Although Rakuten entered into Southeast Asia almost at the same time as Lazada did, Rakuten seems to be less adventurous and expand slowly. It may be credited to Japanese culture(which is also related to first point), a serious attitude toward decisions they are going to make. In contrast, the counterpart is more ambitious. As a result, although Lazada hasn’t won the game yet, they have defeated some players and take first place in most of the countries. In other words, Rakuten will somehow lose the game and throw itself into the shade. - Third, there is no any proven business model that exists in the competitive market for a long period. Whenever talking about a successful E-Commerce business model in Southeast Asia, this is a complicated question beyond understanding and even its opponent, Lazada, is still working on coming up with a wining strategy to attract customers and increase the market share. Some players may want to copy the model implemented in China by Alibaba, but is it applicable in Southeast Asia as well? It is worth being discussed and need time to prove. Although Rakuten has successful experience applied in Taiwan and its domestic region, those would not totally fit in all Southeast Asia. Since Rakuten can not make a change to differentiate itself, it going to be an enduring war. Corresponding to the first point, the challenge they are taking on is like hot potato which is hard to handle. - Fourth, unlike other matured market, such as US, UK and Japan, Southeast Asian use more mobile devices than desktop. People get used to use cellphone and it is far cheaper for a local to reach the internet via cellphone. Without a doubt, cellphone becomes a mainstream to target customers. That’s largely why Rakuten turns its focus on the C2C mobile commerce. Although there exist established players, such as Shopee and Carousell, in C2C mobile platform, the battle is not as harsh as one in B2C. It is still a potential market to be exploited. Also, with the current acquisition of Viber, a cross- platform communication app, this could be a further cornerstone for the deployment of mobile C-Commerce.  Source : Customer Barometer In the graph above, it is hard not to notice the high penetration rate of smartphone in Southeast Asia countries. In Thailand alone, the number is up to 70%, indicating the huge difference of life style as compared to those developed countries. In all, the uncertainty in the Southeast Asia potentially influence board’s decision and could be the last straw that breaks the camel. Although there is a saying that the commerce in Southeast Asia is the current gold rush site, the segmented islands, language barrier and cultural differences are all the obstacles which are needed to overcome. The strategy of Rakuten seems to be reckless in the short term. When putting your vision in 2020, this move could be the best way for Rakuten, a Japanese E-commerce giant, to expand and flourish in Southeast Asia. Source: [http://www.ecommercemilo.com/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.ecommercemilo.com%2F&h=qAQF_SmDS&s=1) [http://www.marketing-interactive.com/⋯⋯](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.marketing-interactive.com%2F&h=5AQG20e5c&s=1) [http://www.zdnet.com/](https://l.facebook.com/l.php?u=http%3A%2F%2Fwww.zdnet.com%2F&h=NAQGcDst8&s=1) [https://www.techinasia.com/](https://business.facebook.com/l.php?u=https%3A%2F%2Fwww.techinasia.com%2F&h=aAQFlyBnK&s=1) [http://techcrunch.com/](https://l.facebook.com/l.php?u=http%3A%2F%2Ftechcrunch.com%2F&h=0AQFaefUE&s=1) [https://www.smartm.com.tw/](https://business.facebook.com/l.php?u=https%3A%2F%2Fwww.smartm.com.tw%2F&h=hAQHbsvJ8&s=1)