minhnv0807/13-phan-tich-du-lieu
Doc data marketing tho va bien thanh insight hanh dong — phan tich theo kenh, chien dich, creative, doi tuong, thoi gian
npx skills add https://github.com/minhnv0807/ai-business-skills --skill 13-phan-tich-du-lieu> Insight truoc so lieu. Nhan dinh truoc, so lieu de minh hoa — khong liet ke so lieu roi.
Hoi user toi da 4 cau:
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 | 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 |
| 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
| 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
| 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
Khi user dan data tu Google Sheets:
| 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:
| Chi so | Thang truoc | Thang nay | Thay doi | vs Benchmark nganh |
|--------|------------|---------|----------|-------------------|
| [Chi so] | [Gia tri] | [Gia tri] | [+/- %] | [Tren/Duoi TB nganh] |
| 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 |
Khi 1 chi so bat thuong, dieu tra theo cay nguyen nhan:
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
├── 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
├── Reach giam? → Thuat toan de-prioritize
│ ├── Content nhieu quang cao? → Tang ti le giao duc/giai tri
│ └── Tan suat dang qua nhieu? → Giam xuong
├── Reach binh thuong + ER giam? → Content khong hap dan
│ ├── Format cu? → Thu format moi (carousel, POV, duet)
│ └── Noi dung lap lai? → Doi goc do theo content-angles.md
└── Reach tang + ER giam? → Traffic sai doi tuong
| Cohort (thang tham gia) | Thang 1 | Thang 2 | Thang 3 | Thang 6 | Thang 12 |
|--------------------------|---------|---------|---------|---------|----------|
| T1/2025 (100 khach) | 100% | [X%] con hoat dong | [X%] | [X%] | [X%] |
| T2/2025 (120 khach) | 100% | [X%] | [X%] | [X%] | — |
| T3/2025 (95 khach) | 100% | [X%] | [X%] | — | — |
Cach doc:
| Nguon | So khach | CAC | LTV 90 ngay | LTV:CAC |
|-------|---------|-----|------------|---------|
| Meta Ads | [X] | [X] | [X] | [X:1] |
| TikTok Ads | [X] | [X] | [X] | [X:1] |
| Organic | [X] | [X] | [X] | [X:1] |
| Referral | [X] | [X] | [X] | [X:1] |
| Mo hinh | Cach tinh | Dung khi |
|---------|----------|----------|
| Last Click | 100% credit cho diem cham cuoi | Mac dinh, don gian, pheu ngan |
| First Click | 100% credit cho diem cham dau | Danh gia kenh TOFU, xay awareness |
| Linear | Chia deu cho moi diem cham | Pheu dai, nhieu kenh, can cai nhin cong bang |
Template so sanh attribution:
| Kenh | Last Click | First Click | Linear | Nhan xet |
|------|-----------|-------------|--------|----------|
| Meta Ads | [X don] | [X don] | [X don] | [Vai tro chinh: TOFU/BOFU?] |
| TikTok Ads | [X don] | [X don] | [X don] | [Vai tro chinh?] |
| Google Search | [X don] | [X don] | [X don] | [Vai tro chinh?] |
| Organic | [X don] | [X don] | [X don] | [Vai tro chinh?] |
Khuyen nghi:
# Bao Cao Phan Tich Du Lieu — [Ten thuong hieu/Chien dich]
Khung thoi gian: [Tu ngay] — [Den ngay]
Nguon du lieu: [Meta Ads / TikTok Ads / GA4 / Google Sheets / ...]
Ngay phan tich: [YYYY-MM-DD]
---
## 1. Tom tat (Executive Summary)
**3 insight quan trong nhat:**
1. [Insight 1 — viet dang nhan dinh, khong liet ke so]
2. [Insight 2]
3. [Insight 3]
**Trang thai tong:** [Xanh = on dinh | Vang = can theo doi | Do = can hanh dong gap]
---
## 2. Descriptive — Da xay ra gi?
### Tong quan chi so
| Chi so | Ky nay | Ky truoc | Thay doi | Benchmark nganh | Trang thai |
|--------|--------|---------|----------|----------------|-----------|
| Spend | [X] | [X] | [+/- %] | — | [icon] |
| Impression | [X] | [X] | [+/- %] | — | [icon] |
| Click | [X] | [X] | [+/- %] | — | [icon] |
| CTR | [X%] | [X%] | [+/- %] | [X%] | [icon] |
| Lead | [X] | [X] | [+/- %] | — | [icon] |
| CPL | [X] | [X] | [+/- %] | [X] | [icon] |
| ROAS | [Xx] | [Xx] | [+/- %] | [Xx] | [icon] |
### Hieu suat theo kenh
| Kenh | Spend | Lead | CPL | ROAS | % Ngan sach | Nhan xet |
|------|-------|------|-----|------|------------|----------|
| Meta Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |
| TikTok Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |
| Google Ads | [X] | [X] | [X] | [Xx] | [X%] | [1 cau] |
### Top 5 chien dich
| Chien dich | Spend | Lead | CPL | ROAS | Nhan xet |
|-----------|-------|------|-----|------|----------|
| 1. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 2. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 3. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 4. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
| 5. [Ten] | [X] | [X] | [X] | [Xx] | [1 cau] |
### Top 3 creative
| Creative | Format | Hook rate | CTR | CPL | Thoi gian chay | Nhan xet |
|----------|--------|----------|-----|-----|----------------|----------|
| 1. [Ten/Mo ta] | [Video/Image/Carousel] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |
| 2. [Ten/Mo ta] | [Format] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |
| 3. [Ten/Mo ta] | [Format] | [X%] | [X%] | [X] | [X ngay] | [1 cau] |
---
## 3. Diagnostic — Tai sao?
### Dieu tot — tai sao thanh cong?
- [Nguyen nhan 1 + bang chung so lieu]
- [Nguyen nhan 2 + bang chung so lieu]
### Dieu chua tot — tai sao chua dat?
- [Nguyen nhan 1 + bang chung so lieu + giai phap]
- [Nguyen nhan 2 + bang chung so lieu + giai phap]
### Bat thuong can chu y
- [Chi so bat thuong 1 — mo ta + nguyen nhan kha nang + de xuat dieu tra]
- [Chi so bat thuong 2]
---
## 4. Predictive — Du bao
### Du bao tuan/thang toi (3 kich ban)
| Chi so | Xau | Co so | Tot |
|--------|-----|-------|-----|
| Spend | [X] | [X] | [X] |
| Lead | [X] | [X] | [X] |
| CPL | [X] | [X] | [X] |
| ROAS | [Xx] | [Xx] | [Xx] |
| Revenue | [X] | [X] | [X] |
### Yeu to anh huong du bao
- [Yeu to 1: mua vu, doi thu, thay doi thuat toan, ...]
- [Yeu to 2]
---
## 5. Prescriptive — Can lam gi?
### Hanh dong ngay (trong 48h)
| # | Hanh dong | Ai lam | Deadline | Do bang |
|---|----------|--------|----------|---------|
| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
### Hanh dong tuan nay
| # | Hanh dong | Ai lam | Deadline | Do bang |
|---|----------|--------|----------|---------|
| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
### Hanh dong thang nay
| # | Hanh dong | Ai lam | Deadline | Do bang |
|---|----------|--------|----------|---------|
| 1 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
| 2 | [Mo ta cu the] | [Vai tro] | [Ngay] | [Chi so] |
Khi phan tich, tu dong kiem tra cac tinh huong sau:
| Tinh huong | Kiem tra | Hanh dong |
|-----------|---------|----------|
| CPL tang > 30% WoW | Creative co chay qua 14 ngay khong? Frequency > 3? | Thay creative moi, refresh audience |
| CTR giam < 0.8% | Hook 3 giay co manh khong? Hinh anh co noi bat khong? | A/B test hook moi, doi hinh dau |
| ROAS < 2x lien tuc 7 ngay | Audience co dung khong? Landing page conv rate bao nhieu? | Thu hep audience, kiem tra landing page |
| Conv rate landing page < 3% | Load time bao lau? Form may truong? CTA co ro khong? | Goi skill 12-brief-landing-page |
| Frequency > 4 | Audience da bao hoa | Mo rong audience hoac doi kenh |
| Spend < 70% ngan sach | Audience qua hep hoac bid qua thap | Mo rong audience, tang bid |
| 1 kenh chiem > 60% spend | Phu thuoc 1 kenh — rui ro cao | Phan bo lai, test kenh moi |
03-danh-gia-hieu-suat — danh gia tong the hieu suat marketing (rong hon data analysis)07-bao-cao-marketing — bien ket qua phan tich thanh bao cao thang/quy trinh bay stakeholder10-tinh-kpi-nguoc — tinh lai KPI va ngan sach dua tren du lieu thuc te12-brief-landing-page — khi phat hien landing page co van de chuyen doi05-copy-quang-cao — khi phat hien creative can lam moi15-social-listening — bo sung du lieu dinh tinh (cam xuc, xu huong) ben canh du lieu dinh luongTake minhnv0807/13-phan-tich-du-lieu from the repository into ~/.claude/skills for personal
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