/07-bao-cao-marketing

name: 07-bao-cao-marketing
description: "Dung khi can viet bao cao marketing cho nguoi khac doc — weekly 1 trang cho CEO, monthly day du, hoac strategy report theo quy. Cau truc TL;DR, so vs target, insight, quyet dinh can duyet, viec tiep theo. Kich hoat khi user nhac 'bao cao marketing', 'report thang', 'weekly update cho sep', 'tong ket quy', 'lam bao cao cho khach hang', 'bao cao content'. Khong dung cho — chan doan tai sao so xau thi dung skill 03-danh-gia-hieu-suat; bien data tho thanh insight thi dung skill 13-phan-tich-du-lieu."
argument-hint: "<period + channels + metrics>"
metadata:
  version: 2.1.2
  category: operations
triggers:
  - "bao cao marketing"
  - "tong ket thang"
  - "tong ket tuan"
  - "ket qua thang nay"
  - "monthly report"
  - "bao cao hieu suat"
  - "weekly report cho CEO"
  - "bao cao chien luoc quy"
  - "report cho ban lanh dao"
  - "bao cao content"
output: file .md gom executive summary, du lieu tuan/thang, chan doan tu dong, de xuat hanh dong, ke hoach thang toi
related:
  - 03-danh-gia-hieu-suat
  - 10-tinh-kpi-nguoc
  - 00-ke-hoach-mkt
  - 13-phan-tich-du-lieu
  - 39-content-audit
  - 57-next-ads-plan
  - 63-campaign-retrospective
  - 64-team-brief

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.

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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) |

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4 che do bao cao — chon dung che do truoc khi viet

Hoi user bao cao cho **ai** va **ky nao**, roi chon che do. Sai che do = bao cao dung so nhung sai nguoi doc.

| Che do | Nguoi doc | Ky | Do dai | Thoi diem gui | Trong tam | |--------|----------|-----|--------|--------------|----------| | **A — Weekly CEO** | CEO / Founder | Tuan | < 300 chu, doc 2 phut | Thu 6 truoc 18h (hoac thu 2 truoc 9h) | Da lam gi, dang vuong gi, can duyet gi | | **B — Monthly day du** | Leader + team + CEO | Thang | Doc 5 phut phan tom tat, chi tiet de tra cuu | Trong 3 ngay dau thang moi | Ket qua vs muc tieu, chan doan, ke hoach thang toi | | **C — Strategy quy** | Ban lanh dao | Quy | Executive summary 1 trang + full report | Truoc buoi hop it nhat 24h | Huong di, dieu chinh chien luoc, ngan sach | | **D — Content & community** | Content lead / client | Thang / chien dich | Trung binh | Cuoi ky | Top content, suc khoe cong dong, dieu chinh |

Cau truc chung cua ca 4 che do

TL;DR  →  SO vs TARGET  →  INSIGHT (vi sao)  →  DECISION CAN DUYET  →  NEXT

Che do nao cung theo dung thu tu nay, chi khac do sau. Neu bo mat khoi "DECISION CAN DUYET" thi bao cao chi la thong bao, khong phai bao cao.

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Che do A — Weekly report cho CEO (1 trang)

> Muc dich khong phai chung minh minh dang lam viec — ma de CEO luon co du context ra quyet dinh. Ngan hon dai. Cu the hon mo ho. So that hon so dep.

WEEKLY MARKETING UPDATE
Tuan [N] | [DD/MM] - [DD/MM]
Nguoi lap: [Ten]

## SO TUAN NAY
| KPI | Target | Thuc te | Trang thai |
|-----|--------|---------|-----------|
| Lead | | | |
| CPL | | | |
| Spend | | | |
| Doanh thu (neu do duoc) | | | |
| Reach content tot nhat | | | |

## DA LAM (DONE)
- [Ket qua + so cu the — KHONG mo ta cong viec. "Ra 42 lead voi CPL 23K" chu khong phai "chay ads"]
- ...

## DANG LAM (IN PROGRESS)
- [Viec X: dang o buoc nao, du kien xong ngay nao]

## DANG VUONG (BLOCKED)
- [Van de cu the → can CEO lam gi → deadline]
- (Neu khong co: "Khong co blocker tuan nay")

## UU TIEN TUAN TOI
1. [Uu tien 1 — cu the]
2. [Uu tien 2]
3. [Uu tien 3]

## CANH BAO / CAN BIET
- [So dang xau, doi thu co dong thai moi, thay doi thi truong, rui ro]
- (Neu khong co: "Khong co gi khan")

## CAN CEO QUYET
| # | Quyet dinh can | Cac phuong an | De xuat cua nguoi lap | Han chot |
|---|---------------|--------------|----------------------|---------|
| 1 | | | | |
- (Neu khong co: "Tuan nay khong can quyet dinh gi")

Cach gui che do A

• Dan thang vao email hoac tin nhan nhom — **khong gui file dinh kem**. File dinh kem = khong ai mo.
• Tieu de email: `[Weekly] Marketing Update Tuan [N] — [DD/MM]`
• Van phong thang, khong viet van bao cao hanh chinh. Nhu dang update voi dong nghiep tin nhau.
• **Deu dan quan trong hon hoan hao.** Tuan khong co gi dac biet van gui — "khong co blocker" cung la thong tin co gia tri.
• So xau thi bao that, kem gia thuyet nguyen nhan va hanh dong — khong giau, khong to hong.
• 4 weekly report cua thang = nguyen lieu dau vao cho bao cao thang (che do B).

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Che do C — Strategy report quy

> Executive summary phai **dung doc lap** — doc xong 1 trang do la nam duoc buc tranh, khong can