From fullstack-mkt-skills
Analyzes marketing data from Meta Ads, TikTok Ads, GA4 into actionable insights by channel, campaign, creative, audience, time. Structures as descriptive, diagnostic, predictive, prescriptive MD reports with tables and recommendations.
npx claudepluginhub minhnv0807/fullstack-mkt-skills --plugin fullstack-mkt-skillsThis skill uses the workspace's default tool permissions.
> Insight truoc so lieu. Nhan dinh truoc, so lieu de minh hoa — khong liet ke so lieu roi.
Audits marketing performance for ads (Meta, TikTok, Google) and organic channels, diagnoses root causes with decision trees, generates 48h action plan and weekly checklist.
Generates marketing performance reports with executive summaries, key metrics tables, trend analysis, wins/misses, and prioritized optimizations for campaigns or channels.
Analyzes marketing performance via attribution models, ROI/CAC/LTV metrics, tracking setup, campaign reports, and dashboards for data-driven decisions.
Share bugs, ideas, or general feedback.
Insight truoc so lieu. Nhan dinh truoc, so lieu de minh hoa — khong liet ke so lieu roi.
Hoi user toi da 4 cau:
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 | 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 |
| 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
| 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
| 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
Khi user dan data tu Google Sheets:
| 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:
| Chi so | Thang truoc | Thang nay | Thay doi | vs Benchmark nganh |
|---|---|---|---|---|
| [Chi so] | [Gia tri] | [Gia tri] | [+/- %] | [Tren/Duoi TB nganh] |
| 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 |
Khi 1 chi so bat thuong, dieu tra theo cay nguyen nhan:
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
├── 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
├── 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
| 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:
| 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] |
| 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:
# 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]
---
## 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]
---
## 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] |
---
## 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]
---
## 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]
---
## 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] |
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 |
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 stakeholder10-tinh-kpi-nguoc — tinh lai KPI va ngan sach dua tren du lieu thuc te12-brief-landing-page — khi phat hien landing page co van de chuyen doi05-copy-quang-cao — khi phat hien creative can lam moi15-social-listening — bo sung du lieu dinh tinh (cam xuc, xu huong) ben canh du lieu dinh luong