13-phan-tich-du-lieu

Phan Tich Du Lieu Marketing

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

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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).

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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

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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

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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

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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

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Phan tich nhom (Cohort Analysis)

Template cohort theo thang

Cohort (thang tham gia)	Thang 1	Thang 2	Thang 3	Thang 6	Thang 12
T1/2025 (100 khach)	100%	[X%] con hoat dong	[X%]	[X%]	[X%]
T2/2025 (120 khach)	100%	[X%]	[X%]	[X%]	—
T3/2025 (95 khach)	100%	[X%]	[X%]	—	—

Cach doc:

• Ti le giam deu qua cac thang → Churn tu nhien, can chuong trinh retention
• Ti le giam manh o thang 2 → Trai nghiem dau tien kem, can cai thien onboarding
• Ti le on dinh tu thang 3 → Da dat "retention floor", tap trung vao nhom nay

Cohort theo nguon traffic

Nguon	So khach	CAC	LTV 90 ngay	LTV:CAC
Meta Ads	[X]	[X]	[X]	[X:1]
TikTok Ads	[X]	[X]	[X]	[X:1]
Organic	[X]	[X]	[X]	[X:1]
Referral	[X]	[X]	[X]	[X:1]

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Attribution Model

So sanh 3 mo hinh

Mo hinh	Cach tinh	Dung khi
Last Click	100% credit cho diem cham cuoi	Mac dinh, don gian, pheu ngan
First Click	100% credit cho diem cham dau	Danh gia kenh TOFU, xay awareness
Linear	Chia deu cho moi diem cham	Pheu dai, nhieu kenh, can cai nhin cong bang

Template so sanh attribution:

Kenh	Last Click	First Click	Linear	Nhan xet
Meta Ads	[X don]	[X don]	[X don]	[Vai tro chinh: TOFU/BOFU?]
TikTok Ads	[X don]	[X don]	[X don]	[Vai tro chinh?]
Google Search	[X don]	[X don]	[X don]	[Vai tro chinh?]
Organic	[X don]	[X don]	[X don]	[Vai tro chinh?]

Khuyen nghi:

• Pheu ngan (1–3 ngay): dung Last Click
• Pheu trung binh (7–14 ngay): dung Linear
• Pheu dai (30+ ngay): dung First Click cho TOFU, Last Click cho BOFU

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Template ket qua

# Bao Cao Phan Tich Du Lieu — [Ten thuong hieu/Chien dich]
Khung thoi gian: [Tu ngay] — [Den ngay]
Nguon du lieu: [Meta Ads / TikTok Ads / GA4 / Google Sheets / ...]
Ngay phan tich: [YYYY-MM-DD]

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## 1. Tom tat (Executive Summary)

**3 insight quan trong nhat:**
1. [Insight 1 — viet dang nhan dinh, khong liet ke so]
2. [Insight 2]
3. [Insight 3]

**Trang thai tong:** [Xanh = on dinh | Vang = can theo doi | Do = can hanh dong gap]

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## 2. Descriptive — Da xay ra gi?

### Tong quan chi so

| Chi so | Ky nay | Ky truoc | Thay doi | Benchmark nganh | Trang thai |
|--------|--------|---------|----------|----------------|-----------|
| Spend | [X] | [X] | [+/- %] | — | [icon] |
| Impression | [X] | [X] | [+/- %] | — | [icon] |
| Click | [X] | [X] | [+/- %] | — | [icon] |
| CTR | [X%] | [X%] | [+/- %] | [X%] | [icon] |
| Lead | [X] | [X] | [+/- %] | — | [icon] |
| CPL | [X] | [X] | [+/- %] | [X] | [icon] |
| ROAS | [Xx] | [Xx] | [+/- %] | [Xx] | [icon] |

### Hieu suat theo kenh

| Kenh | Spend | Lead | CPL | ROAS | % Ngan sach | Nhan xet |
|------|-------|------|-----|------|------------|----------|
| Meta Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |
| TikTok Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |
| Google Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |

### Top 5 chien dich

| Chien dich | Spend | Lead | CPL | ROAS | Nhan xet |
|-----------|-------|------|-----|------|----------|
| 1. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 2. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 3. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 4. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 5. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |

### Top 3 creative

| Creative | Format | Hook rate | CTR | CPL | Thoi gian chay | Nhan xet |
|----------|--------|----------|-----|-----|----------------|----------|
| 1. [Ten/Mo ta] | [Video/Image/Carousel] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |
| 2. [Ten/Mo ta] | [Format] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |
| 3. [Ten/Mo ta] | [Format] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |

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## 3. Diagnostic — Tai sao?

### Dieu tot — tai sao thanh cong?
- [Nguyen nhan 1 + bang chung so lieu]
- [Nguyen nhan 2 + bang chung so lieu]

### Dieu chua tot — tai sao chua dat?
- [Nguyen nhan 1 + bang chung so lieu + giai phap]
- [Nguyen nhan 2 + bang chung so lieu + giai phap]

### Bat thuong can chu y
- [Chi so bat thuong 1 — mo ta + nguyen nhan kha nang + de xuat dieu tra]
- [Chi so bat thuong 2]

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## 4. Predictive — Du bao

### Du bao tuan/thang toi (3 kich ban)

| Chi so | Xau | Co so | Tot |
|--------|-----|-------|-----|
| Spend | [X] | [X] | [X] |
| Lead | [X] | [X] | [X] |
| CPL | [X] | [X] | [X] |
| ROAS | [Xx] | [Xx] | [Xx] |
| Revenue | [X] | [X] | [X] |

### Yeu to anh huong du bao
- [Yeu to 1: mua vu, doi thu, thay doi thuat toan, ...]
- [Yeu to 2]

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## 5. Prescriptive — Can lam gi?

### Hanh dong ngay (trong 48h)
| # | Hanh dong | Ai lam | Deadline | Do bang |
|---|----------|--------|----------|---------|
| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |

### Hanh dong tuan nay
| # | Hanh dong | Ai lam | Deadline | Do bang |
|---|----------|--------|----------|---------|
| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |

### Hanh dong thang nay
| # | Hanh dong | Ai lam | Deadline | Do bang |
|---|----------|--------|----------|---------|
| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |

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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

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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

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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