{"id":"7a5f62b8-c509-4fd4-98f8-f640da6aeb98","shortId":"FC2DrR","kind":"skill","title":"13-phan-tich-du-lieu","tagline":"Doc data marketing tho va bien thanh insight hanh dong — phan tich theo kenh, chien dich, creative, doi tuong, thoi gian","description":"# Phan Tich Du Lieu Marketing\n\n> Insight truoc so lieu. Nhan dinh truoc, so lieu de minh hoa — khong liet ke so lieu roi.\n\n---\n\n## Thu thap thong tin\n\nHoi user toi da 4 cau:\n\n1. **Du lieu tu nguon nao?** Meta Ads, TikTok Ads, GA4, Google Sheets, hay ket hop nhieu nguon?\n2. **Khung thoi gian?** Tuan nay, thang nay, so sanh 2 giai doan (VD: thang 3 vs thang 4)?\n3. **Muc tieu kinh doanh hien tai?** Tang lead, giam CPL, tang ROAS, hay co van de cu the can xu ly?\n4. **Dan data vao day** — paste bang so lieu, hoac mo ta cac chi so chinh (spend, impression, click, lead, revenue).\n\n---\n\n## Nguyen tac phan tich\n\n### Thu tu doc data\n\n```\n1. DESCRIPTIVE   — Da xay ra gi? (so lieu, xu huong)\n2. DIAGNOSTIC    — Tai sao? (nguyen nhan goc)\n3. PREDICTIVE    — Se xay ra gi tiep? (du bao)\n4. PRESCRIPTIVE  — Can lam gi? (hanh dong cu the)\n```\n\n### Quy tac trinh bay\n\n| Quy tac | Giai thich |\n|---------|-----------|\n| Insight dau, so lieu sau | \"CPL tang 40% do creative exhaustion\" — khong phai \"CPL tu 50K len 70K\" |\n| So sanh, khong doc tuyet doi | Luon so sanh voi: tuan truoc (WoW), thang truoc (MoM), hoac benchmark nganh |\n| Flag bat thuong | Bat ky chi so nao thay doi > 20% so voi ky truoc → danh dau de dieu tra |\n| De xuat co thoi han | Moi de xuat phai co: lam gi, khi nao, ai lam, do bang gi |\n\n---\n\n## Framework phan tich theo nguon du lieu\n\n### Meta Ads\n\n| Cap do | Chi so chinh | Chi so bo tro |\n|--------|-------------|--------------|\n| Account | Spend, ROAS, CPA | Frequency, Reach |\n| Campaign | CPMess, CPL, Conv rate | Budget utilization |\n| Ad Set | CPC, CTR, CPM | Audience size, overlap |\n| Ad (Creative) | Hook rate (3s view), Hold rate, CTR | Engagement rate, save rate |\n\n**Cach doc Meta Ads:**\n\n```\nSpend cao + Impression thap → CPM cao → doi tuong qua hep hoac dang canh tranh cao\nImpression cao + Click thap → CTR thap → creative khong hap dan\nClick cao + Lead thap → Landing page co van de hoac form qua dai\nLead cao + Booking thap → Chat luong lead kem hoac quy trinh cham soc yeu\n```\n\n### TikTok Ads\n\n| Cap do | Chi so chinh | Chi so bo tro |\n|--------|-------------|--------------|\n| Account | Spend, CPA, ROAS | Total impression |\n| Campaign | CPMess, Cost per result | Campaign type performance |\n| Ad Group | CPC, CTR, Conv rate | Audience size, age/gender split |\n| Ad (Video) | 2s view rate, 6s view rate, completion rate | Like, comment, share |\n\n**Cach doc TikTok Ads:**\n\n```\n2s view rate thap → Hook yeu — 3 giay dau khong du manh\n6s view rate thap → Noi dung mat hap dan sau hook\nCompletion rate thap + CTR thap → Video khong dua den hanh dong\nCPV cao → Audience sai hoac video khong phu hop format TikTok\n```\n\n### Google Analytics 4\n\n| Nhom chi so | Chi so | Y nghia |\n|-------------|--------|---------|\n| Acquisition | Users, Sessions, Source/Medium | Nguon traffic |\n| Engagement | Engagement rate, Time on page, Pages/session | Chat luong traffic |\n| Conversion | Conv rate, Events (form submit, click CTA) | Hieu qua chuyen doi |\n| Retention | Returning users, User retention | Kha nang giu chan |\n\n**Cach doc GA4:**\n\n```\nTraffic tang + Engagement giam → Traffic rac, can loc nguon\nTraffic tang + Conv giam → Landing page co van de hoac traffic sai intent\nBounce rate cao (>70%) o 1 trang → Content khong khop voi quang cao hoac load cham\n```\n\n### Google Sheets (Data thu cong)\n\nKhi user dan data tu Google Sheets:\n\n1. Xac dinh cac cot chinh: ngay, kenh, chi phi, so luong (impression/click/lead/don), doanh thu\n2. Tinh cac chi so phat sinh: CPL, CPA, ROAS, conversion rate\n3. Sap xep theo thoi gian de phat hien xu huong\n4. Nhom theo kenh/chien dich de so sanh\n\n---\n\n## Phat hien xu huong\n\n### Week over Week (WoW)\n\n| Chi so | Tuan truoc | Tuan nay | Thay doi | Trang thai |\n|--------|-----------|---------|----------|-----------|\n| [Chi so] | [Gia tri] | [Gia tri] | [+/- %] | [Binh thuong / Canh bao / Nguy hiem] |\n\n**Nguong canh bao:**\n- Thay doi 10–20% → Theo doi, chua can hanh dong\n- Thay doi 20–40% → Dieu tra nguyen nhan, chuan bi phuong an\n- Thay doi > 40% → Hanh dong ngay\n\n### Month over Month (MoM)\n\n| Chi so | Thang truoc | Thang nay | Thay doi | vs Benchmark nganh |\n|--------|------------|---------|----------|-------------------|\n| [Chi so] | [Gia tri] | [Gia tri] | [+/- %] | [Tren/Duoi TB nganh] |\n\n### Yeu to mua vu (Seasonality) — Vietnam\n\n| Thoi diem | Tac dong | Dieu chinh |\n|-----------|---------|-----------|\n| Tet Nguyen Dan (T1–T2) | CPM +30–50%, traffic giam | Tang ngan sach 30%, chay truoc Tet 2 tuan |\n| 8/3, 20/10 | CPM +15–25% (beauty, qua tang) | Chay chien dich truoc 1 tuan |\n| Back to school (T8–T9) | CPM +10–15% (giao duc) | Len ke hoach tu T7 |\n| Black Friday (T11) | CPM +20–30% | Chay remarketing la chinh |\n| He (T6–T7) | CPM giam 10–15% (nhieu nganh) | Co hoi test creative moi, scale kenh moi |\n\n---\n\n## Phat hien bat thuong (Anomaly Detection)\n\nKhi 1 chi so bat thuong, dieu tra theo cay nguyen nhan:\n\n### CPL tang dot bien\n\n```\nCPL tang\n├── CTR giam? → Creative exhaustion → Thay creative moi\n├── CTR binh thuong + Conv rate giam? → Landing page co van de\n│   ├── Load cham? → Kiem tra PageSpeed\n│   ├── Form loi? → Test form tren mobile\n│   └── Traffic sai intent? → Kiem tra audience targeting\n└── CPM tang? → Canh tranh cao hoac mua vu\n    ├── Mua Tet/sale? → Tang ngan sach hoac tam dung\n    └── Doi thu tang spend? → Doi audience hoac kenh\n```\n\n### ROAS giam dot bien\n\n```\nROAS giam\n├── Revenue giam + Spend giu nguyen? → Van de chuyen doi\n│   ├── Lead chat luong kem? → Kiem tra audience\n│   ├── Sales team cham? → Kiem tra response time\n│   └── Gia ban thay doi? → Kiem tra pricing\n├── Revenue giu + Spend tang? → Over-spending\n│   ├── Scale qua nhanh? → Giam lai, tang 20%/ngay max\n│   └── Kenh moi chua toi uu? → Dung scale, toi uu truoc\n└── Ca hai giam? → Van de toan dien\n    ├── Doi thu co khuyen mai lon? → Phan tich doi thu\n    └── Mua thap diem? → Kiem tra seasonality\n```\n\n### Engagement giam dot bien\n\n```\nEngagement giam\n├── Reach giam? → Thuat toan de-prioritize\n│   ├── Content nhieu quang cao? → Tang ti le giao duc/giai tri\n│   └── Tan suat dang qua nhieu? → Giam xuong\n├── Reach binh thuong + ER giam? → Content khong hap dan\n│   ├── Format cu? → Thu format moi (carousel, POV, duet)\n│   └── Noi dung lap lai? → Doi goc do theo content-angles.md\n└── Reach tang + ER giam? → Traffic sai doi tuong\n```\n\n---\n\n## Phan tich nhom (Cohort Analysis)\n\n### Template cohort theo thang\n\n| Cohort (thang tham gia) | Thang 1 | Thang 2 | Thang 3 | Thang 6 | Thang 12 |\n|--------------------------|---------|---------|---------|---------|----------|\n| T1/2025 (100 khach) | 100% | [X%] con hoat dong | [X%] | [X%] | [X%] |\n| T2/2025 (120 khach) | 100% | [X%] | [X%] | [X%] | — |\n| T3/2025 (95 khach) | 100% | [X%] | [X%] | — | — |\n\n**Cach doc:**\n- Ti le giam deu qua cac thang → Churn tu nhien, can chuong trinh retention\n- Ti le giam manh o thang 2 → Trai nghiem dau tien kem, can cai thien onboarding\n- Ti le on dinh tu thang 3 → Da dat \"retention floor\", tap trung vao nhom nay\n\n### Cohort theo nguon traffic\n\n| Nguon | So khach | CAC | LTV 90 ngay | LTV:CAC |\n|-------|---------|-----|------------|---------|\n| Meta Ads | [X] | [X] | [X] | [X:1] |\n| TikTok Ads | [X] | [X] | [X] | [X:1] |\n| Organic | [X] | [X] | [X] | [X:1] |\n| Referral | [X] | [X] | [X] | [X:1] |\n\n---\n\n## Attribution Model\n\n### So sanh 3 mo hinh\n\n| Mo hinh | Cach tinh | Dung khi |\n|---------|----------|----------|\n| Last Click | 100% credit cho diem cham cuoi | Mac dinh, don gian, pheu ngan |\n| First Click | 100% credit cho diem cham dau | Danh gia kenh TOFU, xay awareness |\n| Linear | Chia deu cho moi diem cham | Pheu dai, nhieu kenh, can cai nhin cong bang |\n\n**Template so sanh attribution:**\n\n| Kenh | Last Click | First Click | Linear | Nhan xet |\n|------|-----------|-------------|--------|----------|\n| Meta Ads | [X don] | [X don] | [X don] | [Vai tro chinh: TOFU/BOFU?] |\n| TikTok Ads | [X don] | [X don] | [X don] | [Vai tro chinh?] |\n| Google Search | [X don] | [X don] | [X don] | [Vai tro chinh?] |\n| Organic | [X don] | [X don] | [X don] | [Vai tro chinh?] |\n\n**Khuyen nghi:**\n- Pheu ngan (1–3 ngay): dung Last Click\n- Pheu trung binh (7–14 ngay): dung Linear\n- Pheu dai (30+ ngay): dung First Click cho TOFU, Last Click cho BOFU\n\n---\n\n## Template ket qua\n\n```markdown\n# Bao Cao Phan Tich Du Lieu — [Ten thuong hieu/Chien dich]\nKhung thoi gian: [Tu ngay] — [Den ngay]\nNguon du lieu: [Meta Ads / TikTok Ads / GA4 / Google Sheets / ...]\nNgay phan tich: [YYYY-MM-DD]\n\n---\n\n## 1. Tom tat (Executive Summary)\n\n**3 insight quan trong nhat:**\n1. [Insight 1 — viet dang nhan dinh, khong liet ke so]\n2. [Insight 2]\n3. [Insight 3]\n\n**Trang thai tong:** [Xanh = on dinh | Vang = can theo doi | Do = can hanh dong gap]\n\n---\n\n## 2. Descriptive — Da xay ra gi?\n\n### Tong quan chi so\n\n| Chi so | Ky nay | Ky truoc | Thay doi | Benchmark nganh | Trang thai |\n|--------|--------|---------|----------|----------------|-----------|\n| Spend | [X] | [X] | [+/- %] | — | [icon] |\n| Impression | [X] | [X] | [+/- %] | — | [icon] |\n| Click | [X] | [X] | [+/- %] | — | [icon] |\n| CTR | [X%] | [X%] | [+/- %] | [X%] | [icon] |\n| Lead | [X] | [X] | [+/- %] | — | [icon] |\n| CPL | [X] | [X] | [+/- %] | [X] | [icon] |\n| ROAS | [Xx] | [Xx] | [+/- %] | [Xx] | [icon] |\n\n### Hieu suat theo kenh\n\n| Kenh | Spend | Lead | CPL | ROAS | % Ngan sach | Nhan xet |\n|------|-------|------|-----|------|------------|----------|\n| Meta Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |\n| TikTok Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |\n| Google Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |\n\n### Top 5 chien dich\n\n| Chien dich | Spend | Lead | CPL | ROAS | Nhan xet |\n|-----------|-------|------|-----|------|----------|\n| 1. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |\n| 2. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |\n| 3. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |\n| 4. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |\n| 5. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |\n\n### Top 3 creative\n\n| Creative | Format | Hook rate | CTR | CPL | Thoi gian chay | Nhan xet |\n|----------|--------|----------|-----|-----|----------------|----------|\n| 1. [Ten/Mo ta] | [Video/Image/Carousel] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |\n| 2. [Ten/Mo ta] | [Format] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |\n| 3. [Ten/Mo ta] | [Format] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |\n\n---\n\n## 3. Diagnostic — Tai sao?\n\n### Dieu tot — tai sao thanh cong?\n- [Nguyen nhan 1 + bang chung so lieu]\n- [Nguyen nhan 2 + bang chung so lieu]\n\n### Dieu chua tot — tai sao chua dat?\n- [Nguyen nhan 1 + bang chung so lieu + giai phap]\n- [Nguyen nhan 2 + bang chung so lieu + giai phap]\n\n### Bat thuong can chu y\n- [Chi so bat thuong 1 — mo ta + nguyen nhan kha nang + de xuat dieu tra]\n- [Chi so bat thuong 2]\n\n---\n\n## 4. Predictive — Du bao\n\n### Du bao tuan/thang toi (3 kich ban)\n\n| Chi so | Xau | Co so | Tot |\n|--------|-----|-------|-----|\n| Spend | [X] | [X] | [X] |\n| Lead | [X] | [X] | [X] |\n| CPL | [X] | [X] | [X] |\n| ROAS | [Xx] | [Xx] | [Xx] |\n| Revenue | [X] | [X] | [X] |\n\n### Yeu to anh huong du bao\n- [Yeu to 1: mua vu, doi thu, thay doi thuat toan, ...]\n- [Yeu to 2]\n\n---\n\n## 5. Prescriptive — Can lam gi?\n\n### Hanh dong ngay (trong 48h)\n| # | Hanh dong | Ai lam | Deadline | Do bang |\n|---|----------|--------|----------|---------|\n| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |\n| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |\n\n### Hanh dong tuan nay\n| # | Hanh dong | Ai lam | Deadline | Do bang |\n|---|----------|--------|----------|---------|\n| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |\n| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |\n\n### Hanh dong thang nay\n| # | Hanh dong | Ai lam | Deadline | Do bang |\n|---|----------|--------|----------|---------|\n| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |\n| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |\n```\n\n---\n\n## Chan doan tu dong\n\nKhi phan tich, tu dong kiem tra cac tinh huong sau:\n\n| Tinh huong | Kiem tra | Hanh dong |\n|-----------|---------|----------|\n| CPL tang > 30% WoW | Creative co chay qua 14 ngay khong? Frequency > 3? | Thay creative moi, refresh audience |\n| CTR giam < 0.8% | Hook 3 giay co manh khong? Hinh anh co noi bat khong? | A/B test hook moi, doi hinh dau |\n| ROAS < 2x lien tuc 7 ngay | Audience co dung khong? Landing page conv rate bao nhieu? | Thu hep audience, kiem tra landing page |\n| Conv rate landing page < 3% | Load time bao lau? Form may truong? CTA co ro khong? | Goi skill 12-brief-landing-page |\n| Frequency > 4 | Audience da bao hoa | Mo rong audience hoac doi kenh |\n| Spend < 70% ngan sach | Audience qua hep hoac bid qua thap | Mo rong audience, tang bid |\n| 1 kenh chiem > 60% spend | Phu thuoc 1 kenh — rui ro cao | Phan bo lai, test kenh moi |\n\n---\n\n## Lien ket skill\n\n- **`03-danh-gia-hieu-suat`** — danh gia tong the hieu suat marketing (rong hon data analysis)\n- **`07-bao-cao-marketing`** — bien ket qua phan tich thanh bao cao thang/quy trinh bay stakeholder\n- **`10-tinh-kpi-nguoc`** — tinh lai KPI va ngan sach dua tren du lieu thuc te\n- **`12-brief-landing-page`** — khi phat hien landing page co van de chuyen doi\n- **`05-copy-quang-cao`** — khi phat hien creative can lam moi\n- **`15-social-listening`** — bo sung du lieu dinh tinh (cam xuc, xu huong) ben canh du lieu dinh luong\n\n---\n\n## Checklist chat luong\n\n### Truoc khi giao bao cao\n\n- [ ] Moi insight co so lieu minh hoa cu the\n- [ ] Moi so lieu co so sanh (WoW, MoM, hoac vs benchmark)\n- [ ] Chi so bat thuong (thay doi > 20%) da duoc flag va giai thich\n- [ ] De xuat hanh dong co: ai lam, khi nao, do bang gi\n- [ ] Du bao co 3 kich ban (xau, co so, tot)\n- [ ] Khong liet ke so lieu ma khong co nhan dinh di kem\n- [ ] Nguon du lieu va khung thoi gian ghi ro rang\n- [ ] So lieu da doi chieu cheo — spend tren platform khop voi spend thuc 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