/13-phan-tich-du-lieu

name: 13-phan-tich-du-lieu
description: Doc data marketing tho va bien thanh insight hanh dong — phan tich theo kenh, chien dich, creative, doi tuong, thoi gian
metadata:
  version: 2.1.1
  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 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

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Phat hien xu huong

Week over Week (WoW)

| Chi so | Tuan truoc | Tuan nay | Thay doi | Trang thai | |--------|---