2021 Google DMT Whitepaper

2021

2021

2

1Chapter 2Chapter 3Chapter 4

Chapter 5

08

15

21

46

27

32

42

Chapter

3

Google

2020

Tina Lin

“

4

“Google Cloud

Tony Hsieh

5

“

6

“

2021

1 3/4

37

2 Google BCG

2.0/4.02019

8

1

台灣企業出口概況

台灣 B2B 企業跨境業態與趨勢

台灣 B2B 企業數位化程度差異

台灣 B2B 企業智慧跨境發展藍圖


Google Search 01/01/2010 - 13/12/2020 「Digital Transformation」) 9

2010 2017 2020

Digitization e Digital Transformation

Digital Transformation






10

●

●

●

●

●

●

● IoT / 5G

● 3D printing

●

● AI / ML

● AR / VR●






資料來源: SI Thoughtlab, 2020 (AI); Gartner research, 2021 (Cloud); Juniper research, 2020 (IoT); 11






12

⚫

⚫

⚫

⚫

⚫

( Direct to Consumer )

⚫

⚫

⚫

⚫






13






Google BCG Ipsos 50

14

2021 2021

Google Ipsos

51 Google

Google BCG Ipsos

70 Google

15

2






16

98% 56%

3

46%

[1]

2021 n=51[1]






2021 n=51 17

88%

88%

84%






2021 n=51

72% 69%

18






2021 n=51

48%

46%

44%

42%

32%

38%

28%

40%

19






8

2021 n=51

49%

42%

32%

28%

36%

22%

22%

20%

82%

20

21

3






22

( Organization )

( Attribution ) ( Asset ) ( Audience ) ( Access ) ( Automation )






23

( Multi-moment )

( Emerging )

( Connected ) ROI

programmatic buying

( Nascent )






2.0 2019

2019 n=392021 n=70 24

2.0 / 4.0

0

20%

40%

60%

(2-3)

33%

44%

(1-2)

54%

41%

(3-4)

3%7%

20212019

(0-1)

10%7%






25

0

2.0

3.0

1.0

2021 n=70

4.0

Organization Access Audience Attribution Automation Asset

2.4 2.3 2.3

1.71.8 1.7






2021 n=51 n=25 n=26first-party data

+11%

26

27

4






2021 n=51 28

58%

58%

54%

40%

40%

40%

36%

34%

32%

70%






2021 n=51 n=25 n=26 40%

[1] EDM App

App

[1]

96100

96

7784

88

72

7356

85

5832

10096

92

9280

92

76

7372

92

5860

29






App

2021 n=51[1] [2] EDM App

[1]

55% 53%

App

43%

[2]

49%

51 % 51 % 43% 43%

76%

30






2021 n=51 n=25 n=26first-party data 31

66%

46%

＝1.5X

＝2.2X

32

4






5

33

( Data Analytics )( Infra Modernization ) ( App Modernization ) ( Machine Learning )( Productivity & Collaboration )

API






342021 n=51 n=25 n=26

0

25%

50%

75%

100%

( Data Analytics )

84% 85%

( Infra Modernization )

52%

69%

( App Modernization )

36%

50%

( Machine Learning )

32%

54%

( Productivity & Collaboration )

80%85%






3

資料來源：Forrester - The Total Economic Impact of Google Workspace 35

$240

$2210

$1160

( Productivity & Collaboration )






36

IT

0

20%

40%

80%

60%

61%52% 52%

46%

98%

IT

$130

( Infra Modernization )

2021 n=512020 Business Value of Google Cloud for SAP Environments, IDC






372021 n=512021 IT Leaders Research Report, Google Cloud x IDG

77%

65%

65%

62%

58%

68%

2,000 IT

84%

56%

48%

48%

36%

79%

77%

65%

一Google Cloud x IDG IT Leaders Report

( Data Analytics )






API DevOps

2021 n=51Forrester - The Total Economic Impact of Google Workspace

38

( Top 3 )

55 %68 % 55 %

DevOps

API 28%

20%

12%

50%

31%

31%

60% ~ 96%

23% ~ 38%

Forrester

$1,530 ~ $4,280

( App Modernization )






392021 n=51

( Data Analytics )

0%

25%

50%

75%

100%

( App Modernization ) ( Infra Modernization ) ( Productivity & Collaboration )

54%

35%

23%

7523%

% 68%

36%

20% 20%

( Machine Learning )

50%

24%






AIOps

運用機器學習優化既有流程、預測市場

40資料來源：2021 台灣企業數位轉型調查, n=51Google Cloud’s AI Adoption Framework

0

20%

40%

60%

59%

50%46%

36% 36%

機器學習技術 (ML) 可使數據驅動的決策

3

5

2

機器學習 ( Machine Learning )






41

On-prem Cloud

Cloud-native apps

Legacy apps

AI

Data AI/ML

API

Time to Market

42

4






2021 n=47 n=22 n=25) 43

[1]

41% 72%

48%27%

41% 40%

44%

44%

36%

32%






2021 n=51 44

58%

50%

28%

64%

25%






DNA

2021 n=67 n=34 n=33[1] 45

[1]

+27% +32%

46

5






47

Be Digital

Be Digitized

Mobile App, Cloud, IoT, BlockChain, AI

IT

ERP, CRM, POS

IT IT

ERP, CRM, POS

C-Suite

App

CEOC-Suite

C-Suite

MIT Management - How to master two different digital transformations






C-Suite

48

●

●

●

●

● offline website app

●

●

●

●

●

●

●

●

●

●

uptime●

●

●

●

● IT●

●

●

●

CHRO CTO CFO CMO Sales VP / COO

●

● silo ●

● C-Suite●

●

●

CEO






49

Attribution OrganizationAutomationAccessAudience Asset

(First Party data)

(Marketing funnel)(Upper funnel)(Lower funnel)

(persona)

(Middle level)

(First and third party data)

(LTV, Lifetime value)

(Video ad sequencing)(Dynamic

Remarketing)

(Responsive Ad)

1 2

(User Experience)

(Banner)

(Programmatic buy)

(DSA, Dynamic Search Ad)

(DSP, Demand-side platform)(Ad server)

(Programmatic buy)

(Manual bidding)

(Product data)

(Shopping Ad)

(Auto-bidding rules)

(feed)

(Shopping Ad)

(feed)

(online & offline)

(pLTV, Predicted lifetime value)

(feed)

(Online & offline)

(BLS, Brand lift survey)

(Micro-conversion) A/B

(A/B Testing)

(Viewability / audibility)

(Non-last click model)

(Deduplication measurement)

(Omni-channel measurement)

(DDA, Data-driven attribution)A/B

(Incrementality)

(Silo Effect)

IT(Silo)

(Test and Learn)

IT

(Test and Learn)

(Agile)

50(Digital Maturity Benchmark)

https://digitalmaturitybenchmark.withgoogle.com/zh-hant/advertisers/

2021

51

https://www.thinkwithgoogle.com/intl/zh-tw/future-of-marketing/digital-transformation/%E6%95%B8%E4%BD%8D%E8%BD%89%E5%9E%8B%E8%A1%8C%E5%8B%95%E6%8C%87%E5%8D%97%E7%A7%98%E7%AC%88%E5%9C%A8%E6%89%8B%E5%8D%B3%E5%88%BB%E5%95%9F%E7%A8%8B/

52(ifermi.com)

Google

Google

Google 台灣重點客戶經理

Google

Google

Google

Google Google 台灣市場研究經理

Google

Google

Google Cloud

http://ifermi.com

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2021 Google DMT Whitepaper