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 |

---

## 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