Phan Tich Du Lieu Marketing

> Insight truoc so lieu. Nhan dinh truoc, so lieu de minh hoa — khong liet ke so lieu roi.

Thu thap thong tin

Hoi user toi da 4 cau:

1. Du lieu tu nguon nao? Meta Ads, TikTok Ads, GA4, Google Sheets, hay ket hop nhieu nguon?
2. Khung thoi gian? Tuan nay, thang nay, so sanh 2 giai doan (VD: thang 3 vs thang 4)?
3. Muc tieu kinh doanh hien tai? Tang lead, giam CPL, tang ROAS, hay co van de cu the can xu ly?
4. Dan data vao day — paste bang so lieu, hoac mo ta cac chi so chinh (spend, impression, click, lead, revenue).

Nguyen tac phan tich

Thu tu doc data

1. DESCRIPTIVE   — Da xay ra gi? (so lieu, xu huong)
2. DIAGNOSTIC    — Tai sao? (nguyen nhan goc)
3. PREDICTIVE    — Se xay ra gi tiep? (du bao)
4. PRESCRIPTIVE  — Can lam gi? (hanh dong cu the)

Quy tac trinh bay

| Quy tac | Giai thich | |---------|-----------| | Insight dau, so lieu sau | "CPL tang 40% do creative exhaustion" — khong phai "CPL tu 50K len 70K" | | So sanh, khong doc tuyet doi | Luon so sanh voi: tuan truoc (WoW), thang truoc (MoM), hoac benchmark nganh | | Flag bat thuong | Bat ky chi so nao thay doi > 20% so voi ky truoc → danh dau de dieu tra | | De xuat co thoi han | Moi de xuat phai co: lam gi, khi nao, ai lam, do bang gi |

Metric phu phiem vs metric hanh dong

Khong phai so nao cung dang dua vao bao cao. Phan loai truoc khi phan tich — bao cao 50 chi so thi khong ai ra duoc quyet dinh nao.

| | Metric phu phiem (vanity) | Metric hanh dong (actionable) | |---|---|---| | Vi du | Reach, Impression, Like, Follower, View, So bai dang | CPL/CPMess, CTR, CVR tung buoc, Close rate, ROAS, CAC, LTV, Frequency, Watch time % | | Dac diem | Chi tang, hiem khi giam; khong gan voi tien | Gan truc tiep voi doanh thu hoac chi phi | | Doc xong lam duoc gi | Thuong la khong lam gi — chi de bao cao cho dep | Ra duoc 1 quyet dinh cu the: tang / giam / doi / dung | | Khi nao van huu ich | Khi so sanh voi chinh minh ky truoc, hoac lam mau so cho ti le (VD: Share / Reach) | Luon huu ich |

Quy tac chon chi so: moi ky bao cao chi giu 3-4 chi so chinh + 5-6 chi so ho tro. Nhieu hon la loang, khong ai hanh dong.

Cau hoi loc: "Neu con so nay xau di 30%, minh se lam gi khac di?" — khong tra loi duoc = metric phu phiem, bo khoi bao cao chinh.

3 loi doc so hay gap:

1. Chi track lead, khong track sale → 1,000 lead nhung 10 khach ma khong biet nghen o ads hay o sale. Phai track full funnel: impression → lead → sale → mua lai.
2. Benchmark voi nganh thay vi voi chinh minh → CPL 25K (nganh 15K) nen tat camp, trong khi thang truoc chinh minh la 30K, tuc la dang tot len.
3. Doc so tuyet doi khong doc trend → 1 ngay xau khong noi len gi; toi thieu 5-7 ngay voi chi so performance.

Framework phan tich theo nguon du lieu

Meta Ads

| Cap do | Chi so chinh | Chi so bo tro | |--------|-------------|--------------| | Account | Spend, ROAS, CPA | Frequency, Reach | | Campaign | CPMess, CPL, Conv rate | Budget utilization | | Ad Set | CPC, CTR, CPM | Audience size, overlap | | Ad (Creative) | Hook rate (3s view), Hold rate, CTR | Engagement rate, save rate |

Cach doc Meta Ads:

Spend cao + Impression thap → CPM cao → doi tuong qua hep hoac dang canh tranh cao
Impression cao + Click thap → CTR thap → creative khong hap dan
Click cao + Lead thap → Landing page co van de hoac form qua dai
Lead cao + Booking thap → Chat luong lead kem hoac quy trinh cham soc yeu

TikTok Ads

| Cap do | Chi so chinh | Chi so bo tro | |--------|-------------|--------------| | Account | Spend, CPA, ROAS | Total impression | | Campaign | CPMess, Cost per result | Campaign type performance | | Ad Group | CPC, CTR, Conv rate | Audience size, age/gender split | | Ad (Video) | 2s view rate, 6s view rate, completion rate | Like, comment, share |

Cach doc TikTok Ads:

2s view rate thap → Hook yeu — 3 giay dau khong du manh
6s view rate thap → Noi dung mat hap dan sau hook
Completion rate thap + CTR thap → Video khong dua den hanh dong
CPV cao → Audience sai hoac video khong phu hop format TikTok

Google Analytics 4

| Nhom chi so | Chi so | Y nghia | |-------------|--------|---------| | Acquisition | Users, Sessions, Source/Medium | Nguon traffic | | Engagement | Engagement rate, Time on page, Pages/session | Chat luong traffic | | Conversion | Conv rate, Events (form submit, click CTA) | Hieu qua chuyen doi | | Retention | Returning users, User retention | Kha nang giu chan |

Cach doc GA4:

Traffic tang + Engagement giam → Traffic rac, can loc nguon
Traffic tang + Conv giam → Landing page co van de hoac traffic sai intent
Bounce rate cao (>70%) o 1 trang → Content khong khop voi quang cao hoac load cham

Google Sheets (Data thu cong)

Khi user dan data tu Google Sheets:

1. Xac dinh cac cot chinh: ngay, kenh, chi phi, so luong (impression/click/lead/don), doanh thu
2. Tinh cac chi so phat sinh: CPL, CPA, ROAS, conversion rate
3. Sap xep theo thoi gian de phat hien xu huong
4. Nhom theo kenh/chien dich de so sanh

Phat hien xu huong

Week over Week (WoW)

| Chi so | Tuan truoc | Tuan nay | Thay doi | Trang thai | |--------|-----------|---------|----------|-----------| | Chi so] | Gia tri] | Gia tri] | +/- %] | Binh thuong / Canh bao / Nguy hiem] |

Nguong canh bao:

• Thay doi 10–20% → Theo doi, chua can hanh dong
• Thay doi 20–40% → Dieu tra nguyen nhan, chuan bi phuong an
• Thay doi > 40% → Hanh dong ngay

Month over Month (MoM)

| Chi so | Thang truoc | Thang nay | Thay doi | vs Benchmark nganh | |--------|------------|---------|----------|-------------------| | Chi so] | Gia tri] | Gia tri] | +/- %] | Tren/Duoi TB nganh] |

Yeu to mua vu (Seasonality) — Vietnam

| Thoi diem | Tac dong | Dieu chinh | |-----------|---------|-----------| | Tet Nguyen Dan (T1–T2) | CPM +30–50%, traffic giam | Tang ngan sach 30%, chay truoc Tet 2 tuan | | 8/3, 20/10 | CPM +15–25% (beauty, qua tang) | Chay chien dich truoc 1 tuan | | Back to school (T8–T9) | CPM +10–15% (giao duc) | Len ke hoach tu T7 | | Black Friday (T11) | CPM +20–30% | Chay remarketing la chinh | | He (T6–T7) | CPM giam 10–15% (nhieu nganh) | Co hoi test creative moi, scale kenh moi |

Phat hien bat thuong (Anomaly Detection)

Khi 1 chi so bat thuong, dieu tra theo cay nguyen nhan:

CPL tang dot bien

CPL tang
├── CTR giam? → Creative exhaustion → Thay creative moi
├── CTR binh thuong + Conv rate giam? → Landing page co van de
│   ├── Load cham? → Kiem tra PageSpeed
│   ├── Form loi? → Test form tren mobile
│   └── Traffic sai intent? → Kiem tra audience targeting
└── CPM tang? → Canh tranh cao hoac mua vu
    ├── Mua Tet/sale? → Tang ngan sach hoac tam dung
    └── Doi thu tang spend? → Doi audience hoac kenh

ROAS giam dot bien

ROAS giam
├── Revenue giam + Spend giu nguyen? → Van de chuyen doi
│   ├── Lead chat luong kem? → Kiem tra audience
│   ├── Sales team cham? → Kiem tra response time
│   └── Gia ban thay doi? → Kiem tra pricing
├── Revenue giu + Spend tang? → Over-spending
│   ├── Scale qua nhanh? → Giam lai, tang 20%/ngay max
│   └── Kenh moi chua toi uu? → Dung scale, toi uu truoc
└── Ca hai giam? → Van de toan dien
    ├── Doi thu co khuyen mai lon? → Phan tich doi thu
    └── Mua thap diem? → Kiem tra seasonality

Engagement giam dot bien

Engagement giam
├── Reach giam? → Thuat toan de-prioritize
│   ├── Content nhieu quang cao? → Tang ti le giao duc/giai tri
│   └── Tan suat dang qua nhieu? → Giam xuong
├── Reach binh thuong + ER giam? → Content khong hap dan
│   ├── Format cu? → Thu format moi (carousel, POV, duet)
│   └── Noi dung lap lai? → Doi goc do theo content-angles.md
└── Reach tang + ER giam? → Traffic sai doi tuong

Phan tich nhom (Cohort Analysis)

> Template cohort theo thang (kem 3 quy tac doc duong retention) va template cohort theo nguon traffic (CAC, LTV 90 ngay, LTV:CAC): doc references/cohort-va-attribution.md muc "Phan tich nhom (Cohort Analysis)".

Attribution Model

> Bang so sanh 3 mo hinh (Last Click, First Click, Linear) kem template doi chieu don theo tung kenh va khuyen nghi chon mo hinh theo do dai pheu: doc references/cohort-va-attribution.md muc "Attribution Model".

Template ket qua

> Khung markdown day du 5 muc theo dung thu tu doc data (Tom tat · Descriptive · Diagnostic · Predictive · Prescriptive), gom bang tong quan chi so, hieu suat theo kenh, top 5 chien dich, top 3 creative, du bao 3 kich ban va 3 bang hanh dong theo moc thoi gian: doc references/template-bao-cao-phan-tich.md va copy nguyen khung de dien so lieu.

Chan doan tu dong

Khi phan tich, tu dong kiem tra cac tinh huong sau:

| Tinh huong | Kiem tra | Hanh dong | |-----------|---------|----------| | CPL tang > 30% WoW | Creative co chay qua 14 ngay khong? Frequency > 3? | Thay creative moi, refresh audience | | CTR giam < 0.8% | Hook 3 giay co manh khong? Hinh anh co noi bat khong? | A/B test hook moi, doi hinh dau | | ROAS < 2x lien tuc 7 ngay | Audience co dung khong? Landing page conv rate bao nhieu? | Thu hep audience, kiem tra landing page | | Conv rate landing page < 3% | Load time bao lau? Form may truong? CTA co ro khong? | Goi skill 12-brief-landing-page | | Frequency > 4 | Audience da bao hoa | Mo rong audience hoac doi kenh | | Spend < 70% ngan sach | Audience qua hep hoac bid qua thap | Mo rong audience, tang bid | | 1 kenh chiem > 60% spend | Phu thuoc 1 kenh — rui ro cao | Phan bo lai, test kenh moi |

Tu data den quyet dinh — quy trinh 4 buoc

Data khong tu ra quyet dinh. Ba cau hoi duy nhat can tra loi: (1) Dang xay ra gi? (2) Tai sao? (3) Minh lam gi tiep?

Buoc 1 — Data snapshot

| Chi so | Target | Thuc te | Trang thai | vs ky truoc | |--------|--------|---------|-----------|-------------| | Doanh thu | | | | | | Lead | | | | | | CPL | | | | | | ROAS | | | | |

Flag ngay chi so bat thuong — tot hon HOAC xau hon dang ke so voi baseline. Tot bat thuong cung phai dieu tra: co the do tracking sai.

Buoc 2 — Chan doan bang 5-Why

Chi ap dung cho chi so da flag. Dung dung o Why 1 — nguyen nhan goc thuong nam o Why 3-4 va thuong khac han trieu chung ban dau.

Trieu chung : [Chi so X tang/giam Y%]
Why 1       : [Ly do nhin thay ngay]
Why 2       : [Dao sau vao ly do 1]
Why 3       : [...]
Why 4       : [...]
Nguyen nhan goc: [...]

Buoc 3 — Nhan dien pattern

| Pattern | Y nghia | Hanh dong | |---------|---------|----------| | CPM tang nhung CTR giu nguyen | Tep dang bao hoa, khong phai creative hong | Mo rong targeting | | Organic ER cao nhung ads CTR thap | Message tot chua duoc dua vao paid | Dua content organic thang len ads | | Email open rate giam | Subject line kem hoac list met | A/B test subject, lam sach list | | Cuoi tuan tot hon ngay thuong | Tep hoat dong cuoi tuan | Doi lich va tang ngan sach cuoi tuan | | Lead nhieu nhung close rate giam | Van de o chat luong lead hoac o sale | Siet tieu chi lead, xem lai kich ban tu van | | Creative moi luon thua creative cu | Cach viet brief dang loi, khong phai nguoi lam | Xem lai 36-content-brief |

Buoc 4 — Decision matrix

| Tinh huong | Nguong | Quyet dinh | Thoi han | |-----------|--------|-----------|---------| | CPL < 70% target, on dinh >= 5 ngay | CPL < 70% | Tang ngan sach +30% | Ngay | | CPL 70-100% target | On track | Giu nguyen, theo doi | — | | CPL 100-150% target | Canh bao | Audit creative + tep | Trong 48h | | CPL > 150% target sau 5 ngay | Nghiem trong | Pause + dieu tra | Ngay | | ROAS > 5x va frequency < 2 | Rat tot | Scale ngan sach | Ngay | | Frequency 2.0-2.5 | Bat dau fatigue | Chuan bi creative moi | Trong tuan | | Frequency > 2.5 | Fatigue | Pause creative do | Ngay | | Close rate giam vs tuan truoc | — | Van de o sale, KHONG phai o ads | Trong tuan |

Nguyen tac ra quyet dinh

1. Toi thieu 5-7 ngay du lieu voi chi so performance. Khong quyet dinh tu 1-2 ngay.
2. Doi 1 bien moi lan. Doi tep + creative + ngan sach cung luc = khong hoc duoc gi.
3. "Chua du data" khong phai ly do de khong quyet dinh. Quyet dinh voi data hien co, dat moc review lai.
4. Quyet dinh sai co ghi chep van tot hon khong quyet dinh vi so sai.

Decision Log va Learning Log

Hai bang nay la tai san tich luy. Sau 3-6 thang, pattern trong log dang gia hon bat ky benchmark nganh nao.

Decision Log — ghi ngay khi ra quyet dinh

| # | Quyet dinh | Can cu (data nao dan den) | Hanh dong cu the | Nguoi chiu trach nhiem | Deadline | Expected impact | Ngay review lai | |---|-----------|--------------------------|-----------------|----------------------|---------|----------------|----------------| | 1 | | | | | | | | | 2 | | | | | | | |

Bat buoc 7 cot — thieu cot nao thi quyet dinh do khong tinh:

• Can cu: chi so nao, ky nao, lech bao nhieu. Khong duoc ghi "thay no khong on".
• Expected impact: du doan so se thay doi the nao (VD: "CPL giam tu 30K ve 24K trong 14 ngay"). Ghi truoc, khong ghi sau.
• Ngay review lai: mac dinh sau 5-7 ngay voi quyet dinh ve ads, 30 ngay voi quyet dinh ve offer/gia.

Learning Log — dien vao dung ngay review

| Ngay | Quyet dinh | Ly do luc do | Ket qua thuc te | Khop du doan? | Bai hoc | |------|-----------|-------------|----------------|--------------|---------| | | | | | Dung / Lech / Nguoc | |

Cach dung: moi thang doc lai Learning Log, dem so quyet dinh Nguoc du doan. Nhieu quyet dinh nguoc trong cung 1 chu de = gia dinh nen dang sai, phai sua o 10-tinh-kpi-nguoc hoac 09-insight-khach-hang, khong phai sua tiep o tang ads.

Doc data content (organic)

3 cau hoi phai tra loi moi tuan:

1. Content nao dang tot nhat? → Nhan ban pattern, khong nhan ban noi dung.
2. Content nao dang kem? → Dung hoac sua.
3. Format / goc nhin nao nen test tiep? → Dua vao 40-next-content-plan.

Content Win / Lose

Mot content duoc tinh la WIN khi dat >= 2 trong 3 tieu chi:

1. ER cao hon trung binh kenh toi thieu 2 lan
2. Dan den hanh dong cu the (DM, click, share, luu)
3. Nhan phan hoi tich cuc tu dung tep (khong phai tu nguoi ngoai tep)

Moi thang: lay Top 5 content WIN → tim pattern chung (format / goc nhin / pillar / hook / khung gio) → nhan ban pattern do.

Chi so organic dang doc

| Kenh | Chi so quan trong nhat | Nguong tot | |------|----------------------|-----------| | TikTok / Reels | Watch time % (thuat toan xep hang chu yeu dua vao day) | > 50% | | TikTok / Reels | Completion rate | > 30% | | TikTok / Reels | Share / views | > 1% | | Facebook / Threads | Engagement rate | > 3% | | Facebook / Threads | Comment that (co noi dung) | Quan trong hon Like |

Gan content voi doanh thu (cach lam cho SME)

1. UTM tren moi link → biet traffic tu content nao.
2. Hoi truc tiep trong form: "Ban biet den chung toi qua dau?"
3. Cohort: khach inbox sau khi xem video nao — doi chieu ngay inbox voi ngay dang.
4. Tuong quan: content nao dang len thi DM tang trong 24-48h sau.

Khong co he thong attribution hoan hao cho SME — dung 2-3 cach tren cung luc va doc theo xu huong, khong doc theo con so tuyet doi.

Lien ket skill

• 03-danh-gia-hieu-suat — danh gia tong the hieu suat marketing (rong hon data analysis)
• 07-bao-cao-marketing — bien ket qua phan tich thanh bao cao thang/quy trinh bay stakeholder
• 10-tinh-kpi-nguoc — tinh lai KPI va ngan sach dua tren du lieu thuc te
• 12-brief-landing-page — khi phat hien landing page co van de chuyen doi
• 05-copy-quang-cao — khi phat hien creative can lam moi
• 15-social-listening — bo sung du lieu dinh tinh (cam xuc, xu huong) ben canh du lieu dinh luong

Checklist chat luong

Truoc khi giao bao cao

• ] Moi insight co so lieu minh hoa cu the
• ] Moi so lieu co so sanh (WoW, MoM, hoac vs benchmark)
• ] Chi so bat thuong (thay doi > 20%) da duoc flag va giai thich
• ] De xuat hanh dong co: ai lam, khi nao, do bang gi
• ] Du bao co 3 kich ban (xau, co so, tot)
• ] Khong liet ke so lieu ma khong co nhan dinh di kem
• ] Nguon du lieu va khung thoi gian ghi ro rang
• ] So lieu da doi chieu cheo — spend tren platform khop voi spend thuc te
• ] Bao cao chi giu 3-4 chi so chinh + 5-6 chi so ho tro — khong liet ke 50 so
• ] Moi chi so trong bao cao chinh deu tra loi duoc "neu xau di 30% thi lam gi khac"
• ] Chi so da flag deu da chay 5-Why den nguyen nhan goc
• ] Co Decision Log du 7 cot, gom expected impact va ngay review lai
• ] Khong ra quyet dinh tu duoi 5 ngay du lieu performance
• ] Moi hanh dong de xuat chi doi 1 bien
• ] Da doi chieu voi chinh minh ky truoc, khong chi doi chieu benchmark nganh