07-bao-cao-marketing
This Claude Code skill generates structured marketing reports following the "read in five minutes, know what to do next" principle. It systematically gathers key metrics across advertising channels (Meta Ads, TikTok, Google Ads, organic, email), compares performance against targets and benchmarks, then presents findings with assessment first, supporting data second, and specific action items with deadlines and owners last. Use this template when preparing weekly or monthly marketing performance reviews that require stakeholders to quickly understand what worked, what needs improvement, and concrete next steps.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/07-bao-cao-marketing && cp -r /tmp/07-bao-cao-marketing/skills/vi/07-bao-cao-marketing ~/.claude/skills/07-bao-cao-marketingSKILL.md
# Bao Cao Marketing ## Thu thap thong tin Hoi toi da 4 cau truoc khi lam bao cao: 1. **Ky bao cao?** Tuan (tuan may, tu ngay nao den ngay nao) hay thang (thang may/nam)? 2. **Du lieu co san?** Cung cap so lieu: chi phi ads, so tin nhan, so lead, so booking, so khach, doanh thu. Neu khong co du — ghi ro thieu gi de hoi lai. 3. **Muc tieu da dat ra?** KPI muc tieu cua ky nay la gi? (doanh thu, so lead, CPMess, ROAS). Neu khong co — dung benchmark nganh. 4. **Kenh nao dang chay?** Meta Ads, TikTok Ads, Google Ads, Organic (TikTok, Facebook, Zalo), Email. Liet ke tat ca. --- ## Nguyen tac cot loi ### "Doc 5 phut, biet lam gi tiep" Moi bao cao phai tra loi 4 cau hoi nay theo thu tu: 1. **Ket qua the nao?** — Dat hay khong dat muc tieu? (1 cau) 2. **Cai gi dang hoat dong tot?** — Giu nguyen, nhan rong (2–3 diem) 3. **Cai gi chua tot?** — Can sua, nguyen nhan goc (2–3 diem) 4. **Lam gi tiep?** — De xuat cu the, co thoi han va nguoi phu trach ### Thu tu trinh bay ``` Nhan dinh TRUOC → So lieu MINH HOA → De xuat HANH DONG ``` Khong bao gio liet ke so lieu roi de nguoi doc tu ket luan. Luon nhan dinh truoc, so lieu la bang chung. ### 3 khung so sanh Moi chi so phai so sanh voi it nhat 1 trong 3 khung: | Khung so sanh | Y nghia | Vi du | |---------------|---------|-------| | vs Muc tieu | Dat hay chua dat KPI da cam ket | CPMess muc tieu 30K — thuc te 28K (dat) | | vs Ky truoc | Tang hay giam so voi thang/tuan truoc | CPMess thang truoc 35K → thang nay 28K (giam 20%) | | vs Benchmark nganh | Tot hay kem so voi trung binh thi truong | CPMess TB nganh Beauty 25–40K — ta 28K (tot) | --- ## Cau truc ket qua ### Header ```markdown # Bao Cao Marketing — [Thang X/YYYY] hoac [Tuan X: DD/MM–DD/MM] Nguoi lap: [Ten] Ngay lap: [YYYY-MM-DD] Trang thai: [Dat muc tieu / Chua dat muc tieu / Vuot muc tieu] ``` --- ### 1. Executive Summary (doc doan nay la du) ```markdown ## 1. Executive Summary **Ket luan:** [1 cau — dat/chua dat muc tieu, ly do chinh] **So lieu chinh:** | Chi so | Muc tieu | Thuc te | vs Muc tieu | vs Ky truoc | |--------|---------|---------|-------------|-------------| | Doanh thu | [X] | [X] | [+/-X%] | [+/-X%] | | Tong chi phi MKT | [X] | [X] | [+/-X%] | [+/-X%] | | ROAS | [X] | [X] | [+/-X%] | [+/-X%] | | So khach moi | [X] | [X] | [+/-X%] | [+/-X%] | | CPMess TB | [X] | [X] | [+/-X%] | [+/-X%] | **3 diem noi bat:** 1. [Dieu tot nhat ky nay — co so lieu] 2. [Van de lon nhat — co so lieu] 3. [Co hoi/rui ro can chu y] ``` --- ### 2. Chi tiet theo kenh #### 2.1 Meta Ads ```markdown ### Meta Ads **Nhan dinh:** [1–2 cau — kenh nay dang tot/chua tot, ly do] | Chi so | Tuan 1 | Tuan 2 | Tuan 3 | Tuan 4 | Tong thang | vs Muc tieu | vs Thang truoc | vs Benchmark | |--------|--------|--------|--------|--------|-----------|-------------|---------------|-------------| | Chi phi | | | | | | | | | | Impression | | | | | | | | | | Click | | | | | | | | | | CTR | | | | | | | | | | Tin nhan | | | | | | | | | | CPMess | | | | | | | | | | Lead | | | | | | | | | | CPL | | | | | | | | | **Top 3 ads hieu suat cao:** | # | Ten ad / Creative | Chi phi | Tin nhan | CPMess | CTR | Ghi chu | |---|------------------|--------|---------|--------|-----|--------| | 1 | | | | | | | | 2 | | | | | | | | 3 | | | | | | | **Top 3 ads hieu suat kem (can tat/sua):** | # | Ten ad / Creative | Chi phi | Tin nhan | CPMess | CTR | Van de | |---|------------------|--------|---------|--------|-----|--------| | 1 | | | | | | | | 2 | | | | | | | | 3 | | | | | | | ``` #### 2.2 TikTok Ads _(Cung cau truc nhu Meta Ads — thay CPMess bang CPV neu chay traffic, them Video Completion Rate)_ #### 2.3 Google Ads _(Cung cau truc — thay Tin nhan bang Conversion, them Quality Score)_ #### 2.4 Organic (Noi dung tu nhien) ```markdown ### Organic **Nhan dinh:** [1–2 cau] | Chi so | Tuan 1 | Tuan 2 | Tuan 3 | Tuan 4 | Tong thang | vs Thang truoc | |--------|--------|--------|--------|--------|-----------|---------------| | So bai dang | | | | | | | | Reach tong | | | | | | | | Engagement tong | | | | | | | | ER trung binh | | | | | | | | Follower moi | | | | | | | | Top content (reach) | | | | | | | **Top 3 bai post/video hieu suat cao:** | # | Noi dung | Nen tang | Reach | ER | Save | Share | Ghi chu | |---|---------|---------|-------|-----|------|-------|--------| | 1 | | | | | | | | | 2 | | | | | | | | | 3 | | | | | | | | ``` #### 2.5 Email / Zalo OA ```markdown ### Email / Zalo OA | Chi so | Thuc te | vs Benchmark | |--------|---------|-------------| | So chien dich gui | | | | Open rate | | [TB nganh: 15–25%] | | Click rate | | [TB nganh: 1–3%] | | Unsubscribe rate | | [<1% la tot] | | Doanh thu tu email | | | ``` --- ### 3. Pheu chuyen doi ```markdown ## 3. Pheu Chuyen Doi | Buoc | So luong | Ti le chuyen doi | vs Ky truoc | vs Benchmark | Danh gia | |------|---------|-----------------|-------------|-------------|---------| | Impression | [X] | — | [+/-X%] | — | | | Click | [X] | [X%] | [+/-X%] | [TB: 1–2%] | [Tot/Kem/TB] | | Tin nhan / Lead | [X] | [X%] | [+/-X%] | [TB: 15–25%] | | | Lead qualified | [X] | [X%] | [+/-X%] | [TB: 50–60%] | | | Booking | [X] | [X%] | [+/-X%] | [TB: 50–60%] | | | Khach hang | [X] | [X%] | [+/-X%] | [TB: 30–40%] | | | Doanh thu | [X] | — | [+/-X%] | — | | **Nut that co chai:** [Chi ra buoc nao co ti le chuyen doi thap nhat — do la van de can xu ly] ``` --- ### 4. Chan doan tu dong ```markdown ## 4. Chan Doan: Cai gi tot — Cai gi chua tot — Tai sao ### Dang hoat dong tot (GIU + NHAN RONG) | # | Phat hien | So lieu | Ly do | Hanh dong | |---|----------|--------|-------|----------| | 1 | [VD: Creative video UGC dang cho CPMess thap] | [CPMess 22K vs TB 30K] | [Format tu nhien, hook manh] | Nhan rong: tang budget 30%, quay them 5 video UGC | | 2 | | | | | | 3 | | | | | ### Chua tot (CAN SUA GAP) | # | Van de | So lieu | Nguyen nhan goc (Root cause) | Muc do | Hanh dong | |---|--------|--------|---------------------------|--------|----------| | 1 | [VD: Ti le Booking→Show
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.