應用迴歸分析探討數位廣告投資與電商營收之關係 ─以A公司為例

Abstract

隨著數位行銷逐漸取代傳統媒體，企業在廣告預算配置上愈加依賴數據分析，以提升資源運用效率。對以電商通路為主要營收來源的品牌而言，數位廣告的實際成效已成為重要課題。然而，若僅以單一績效指標評估不同平台與廣告型態對營收的貢獻，往往難以全面呈現其真實價值與行銷功能。 本研究以 A 品牌為個案，蒐集其於特定期間內在 Google、YouTube 與 Meta 三大平台上的廣告支出與官網營收資料，並運用複迴歸分析法，探討各類廣告型態對營收表現之影響方向與統計顯著性。 研究結果顯示，轉換導向的廣告（如關鍵字與銷售型投放）對短期營收具顯著正向影響，適用於直接導購任務；而品牌建構型廣告（如 YouTube 影音與曝光型投放）則展現出時間遞延效應，雖短期效益有限，卻能在中長期促進品牌聲量累積與潛在需求啟動。 本研究透過迴歸模型驗證數位廣告與電商營收之關聯性，並確認時間遞延與助攻效益的存在，進一步強調廣告應依任務屬性進行分層分類，以協助品牌更有效進行資源配置與策略規劃。整體而言，研究結果不僅具理論啟發性，亦為企業數位行銷資源管理與跨平台成效評估提供實務參考依據。

As digital marketing becomes more dominant, companies increasingly rely on data analysis to allocate advertising budgets efficiently. For brands that depend on e-commerce sales, understanding the true impact of digital advertising is essential. However, using a single performance metric often fails to capture the full value of different platforms and ad formats. This study examines Brand A by collecting advertising spend and media data from Google, YouTube, and Meta, along with Direct-to-consumer website revenue over a defined period. Multiple regression analysis is used to assess the direction and significance of each ad format’s influence on sales. Results show that conversion-focused ads, such as search and sales-driven campaigns, significantly improve short-term revenue. In contrast, brand-building formats—like YouTube videos and impression-based ads—have limited short-term impact but show lagged effects that support long-term brand awareness and demand activation. The study confirms the link between digital advertising and e-commerce revenue and highlights both delayed and assistive effects. It emphasizes the importance of aligning ad strategies with campaign goals to support smarter resource allocation and planning. The findings offer practical and theoretical insights for digital marketing management and cross-platform performance evaluation.