/13-phan-tich-du-lieu

name: 13-phan-tich-du-lieu
description: "Dung khi co data tho tu Meta, TikTok, GA4, CRM hay Google Sheet va can bien thanh insight ra quyet dinh duoc — kem decision log ghi quyet dinh, can cu, tac dong ky vong va ngay review lai. Kich hoat khi user nhac 'phan tich du lieu', 'doc so lieu nay', 'export data ra insight', 'so nay noi len dieu gi', 'lam decision log', 'cohort analysis'. Khong dung cho — chan doan tai sao ads kem thi dung skill 03-danh-gia-hieu-suat; viet bao cao trinh bay thi dung skill 07-bao-cao-marketing."
metadata:
  version: 2.1.2
  category: performance
triggers:
  - "phan tich du lieu"
  - "phan tich so lieu"
  - "doc data"
  - "data analysis"
  - "phan tich Meta Ads"
  - "phan tich TikTok Ads"
  - "xem bao cao GA4"
  - "ra quyet dinh tu data"
  - "decision log"
  - "nhin so xong khong biet lam gi"
output: File .md chua bao cao insight co cau truc — descriptive, diagnostic, predictive, prescriptive — voi bang bieu va de xuat cu the
related:
  - 03-danh-gia-hieu-suat
  - 07-bao-cao-marketing
  - 10-tinh-kpi-nguoc
  - 12-brief-landing-page
  - 21-audit-ads-performance
  - 39-content-audit
  - 40-next-content-plan

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 |

Metric phu phiem vs metric hanh dong

Khong phai so nao cung dang dua vao bao cao. Phan loai truoc khi phan tich — bao cao 50 chi so thi khong ai ra duoc quyet dinh nao.

| | **Metric phu phiem (vanity)** | **Metric hanh dong (actionable)** | |---|---|---| | Vi du | Reach, Impression, Like, Follower, View, So bai dang | CPL/CPMess, CTR, CVR tung buoc, Close rate, ROAS, CAC, LTV, Frequency, Watch time % | | Dac diem | Chi tang, hiem khi giam; khong gan voi tien | Gan truc tiep voi doanh thu hoac chi phi | | Doc xong lam duoc gi | Thuong la khong lam gi — chi de bao cao cho dep | Ra duoc 1 quyet dinh cu the: tang / giam / doi / dung | | Khi nao van huu ich | Khi so sanh voi chinh minh ky truoc, hoac lam mau so cho ti le (VD: Share / Reach) | Luon huu ich |

**Quy tac chon chi so:** moi ky bao cao chi giu **3-4 chi so chinh + 5-6 chi so ho tro**. Nhieu hon la loang, khong ai hanh dong.

**Cau hoi loc:** "Neu con so nay xau di 30%, minh se lam gi khac di?" — khong tra loi duoc = metric phu phiem, bo khoi bao cao chinh.

**3 loi doc so hay gap:** 1. Chi track lead, khong track sale → 1,000 lead nhung 10 khach ma khong biet nghen o ads hay o sale. Phai track full funnel: impression → lead → sale → mua lai. 2. Benchmark voi nganh thay vi voi chinh minh → CPL 25K (nganh 15K) nen tat camp, trong khi thang truoc chinh minh la 30K, tuc la dang tot len. 3. Doc so tuyet doi khong doc trend → 1 ngay xau khong noi len gi; toi thieu 5-7 ngay voi chi so performance.

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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