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Bao cao marketing theo nguyen tac "doc 5 phut, biet lam gi tiep" — nhan dinh truoc, so lieu minh hoa, de xuat co thoi han va nguoi phu trach
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Based on SOC occupation classification
| name | 07-bao-cao-marketing |
| description | Bao cao marketing theo nguyen tac "doc 5 phut, biet lam gi tiep" — nhan dinh truoc, so lieu minh hoa, de xuat co thoi han va nguoi phu trach |
| argument-hint | <period + channels + metrics> |
| metadata | {"version":"2.0.0","category":"operations"} |
| triggers | ["bao cao marketing","tong ket thang","tong ket tuan","ket qua thang nay","monthly report","bao cao hieu suat"] |
| 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"] |
Hoi toi da 4 cau truoc khi lam bao cao:
Moi bao cao phai tra loi 4 cau hoi nay theo thu tu:
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.
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) |
# Bao Cao Marketing — [Thang X/YYYY] hoac [Tuan X: DD/MM–DD/MM]
Nguoi lap: [Ten]
Ngay lap: [YYYY-MM-DD]
Trang thai: [Dat muc tieu / Chua dat muc tieu / Vuot muc tieu]
## 1. Executive Summary
**Ket luan:** [1 cau — dat/chua dat muc tieu, ly do chinh]
**So lieu chinh:**
| Chi so | Muc tieu | Thuc te | vs Muc tieu | vs Ky truoc |
|--------|---------|---------|-------------|-------------|
| Doanh thu | [X] | [X] | [+/-X%] | [+/-X%] |
| Tong chi phi MKT | [X] | [X] | [+/-X%] | [+/-X%] |
| ROAS | [X] | [X] | [+/-X%] | [+/-X%] |
| So khach moi | [X] | [X] | [+/-X%] | [+/-X%] |
| CPMess TB | [X] | [X] | [+/-X%] | [+/-X%] |
**3 diem noi bat:**
1. [Dieu tot nhat ky nay — co so lieu]
2. [Van de lon nhat — co so lieu]
3. [Co hoi/rui ro can chu y]
### Meta Ads
**Nhan dinh:** [1–2 cau — kenh nay dang tot/chua tot, ly do]
| Chi so | Tuan 1 | Tuan 2 | Tuan 3 | Tuan 4 | Tong thang | vs Muc tieu | vs Thang truoc | vs Benchmark |
|--------|--------|--------|--------|--------|-----------|-------------|---------------|-------------|
| Chi phi | | | | | | | | |
| Impression | | | | | | | | |
| Click | | | | | | | | |
| CTR | | | | | | | | |
| Tin nhan | | | | | | | | |
| CPMess | | | | | | | | |
| Lead | | | | | | | | |
| CPL | | | | | | | | |
**Top 3 ads hieu suat cao:**
| # | Ten ad / Creative | Chi phi | Tin nhan | CPMess | CTR | Ghi chu |
|---|------------------|--------|---------|--------|-----|--------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |
**Top 3 ads hieu suat kem (can tat/sua):**
| # | Ten ad / Creative | Chi phi | Tin nhan | CPMess | CTR | Van de |
|---|------------------|--------|---------|--------|-----|--------|
| 1 | | | | | | |
| 2 | | | | | | |
| 3 | | | | | | |
(Cung cau truc nhu Meta Ads — thay CPMess bang CPV neu chay traffic, them Video Completion Rate)
(Cung cau truc — thay Tin nhan bang Conversion, them Quality Score)
### Organic
**Nhan dinh:** [1–2 cau]
| Chi so | Tuan 1 | Tuan 2 | Tuan 3 | Tuan 4 | Tong thang | vs Thang truoc |
|--------|--------|--------|--------|--------|-----------|---------------|
| So bai dang | | | | | | |
| Reach tong | | | | | | |
| Engagement tong | | | | | | |
| ER trung binh | | | | | | |
| Follower moi | | | | | | |
| Top content (reach) | | | | | | |
**Top 3 bai post/video hieu suat cao:**
| # | Noi dung | Nen tang | Reach | ER | Save | Share | Ghi chu |
|---|---------|---------|-------|-----|------|-------|--------|
| 1 | | | | | | | |
| 2 | | | | | | | |
| 3 | | | | | | | |
### Email / Zalo OA
| Chi so | Thuc te | vs Benchmark |
|--------|---------|-------------|
| So chien dich gui | | |
| Open rate | | [TB nganh: 15–25%] |
| Click rate | | [TB nganh: 1–3%] |
| Unsubscribe rate | | [<1% la tot] |
| Doanh thu tu email | | |
## 3. Pheu Chuyen Doi
| Buoc | So luong | Ti le chuyen doi | vs Ky truoc | vs Benchmark | Danh gia |
|------|---------|-----------------|-------------|-------------|---------|
| Impression | [X] | — | [+/-X%] | — | |
| Click | [X] | [X%] | [+/-X%] | [TB: 1–2%] | [Tot/Kem/TB] |
| Tin nhan / Lead | [X] | [X%] | [+/-X%] | [TB: 15–25%] | |
| Lead qualified | [X] | [X%] | [+/-X%] | [TB: 50–60%] | |
| Booking | [X] | [X%] | [+/-X%] | [TB: 50–60%] | |
| Khach hang | [X] | [X%] | [+/-X%] | [TB: 30–40%] | |
| Doanh thu | [X] | — | [+/-X%] | — | |
**Nut that co chai:** [Chi ra buoc nao co ti le chuyen doi thap nhat — do la van de can xu ly]
## 4. Chan Doan: Cai gi tot — Cai gi chua tot — Tai sao
### Dang hoat dong tot (GIU + NHAN RONG)
| # | Phat hien | So lieu | Ly do | Hanh dong |
|---|----------|--------|-------|----------|
| 1 | [VD: Creative video UGC dang cho CPMess thap] | [CPMess 22K vs TB 30K] | [Format tu nhien, hook manh] | Nhan rong: tang budget 30%, quay them 5 video UGC |
| 2 | | | | |
| 3 | | | | |
### Chua tot (CAN SUA GAP)
| # | Van de | So lieu | Nguyen nhan goc (Root cause) | Muc do | Hanh dong |
|---|--------|--------|---------------------------|--------|----------|
| 1 | [VD: Ti le Booking→Show thap] | [28% vs muc tieu 40%] | [Khong nhac nho truoc 24h, khong co deposit] | Cao | Thiet lap nhac nho tu dong + thu deposit 100K |
| 2 | | | | | |
| 3 | | | | | |
### Chua ro (CAN THEO DOI THEM)
| # | Quan sat | So lieu | Gia thuyet | Cach kiem chung | Thoi gian |
|---|---------|--------|-----------|----------------|----------|
| 1 | [VD: CTR giam dan qua 4 tuan] | [2.1% → 1.4%] | [Ad fatigue] | Doi creative moi, theo doi 1 tuan | 7 ngay |
## 5. De Xuat Hanh Dong
| # | Hanh dong | Muc tieu | Deadline | Nguoi phu trach | Trang thai |
|---|----------|---------|----------|----------------|-----------|
| 1 | [VD: Quay 5 video UGC moi cho Meta Ads] | Giam CPMess xuong <25K | [DD/MM] | [Ten] | Chua bat dau |
| 2 | [VD: Thiet lap nhac nho tu dong truoc 24h] | Tang Booking→Show len 40% | [DD/MM] | [Ten] | Chua bat dau |
| 3 | [VD: Test TikTok Ads voi budget 5M/tuan] | Mo kenh moi, CPMess <35K | [DD/MM] | [Ten] | Chua bat dau |
| 4 | | | | | |
| 5 | | | | | |
**Uu tien:** Danh so thu tu theo muc do anh huong — lam 1 + 2 truoc, 3 + 4 + 5 tuan sau.
## 6. Ke Hoach Thang [X+1]
### Muc tieu
| Chi so | Thang nay (thuc te) | Thang toi (muc tieu) | Muc tang | Co so |
|--------|--------------------|---------------------|---------|-------|
| Doanh thu | [X] | [X] | [+X%] | [Giai thich tai sao dat duoc muc nay] |
| Chi phi MKT | [X] | [X] | [+/-X%] | |
| ROAS | [X] | [X] | [+X] | |
| So khach moi | [X] | [X] | [+X%] | |
| CPMess | [X] | [X] | [-X%] | |
### Ke hoach theo tuan
| Tuan | Trong tam | Ngan sach | KPI chinh |
|------|----------|----------|----------|
| Tuan 1 | [VD: Launch creative moi + test A/B] | [X] | [CPMess <30K] |
| Tuan 2 | [VD: Nhan rong ads tot + cat ads kem] | [X] | [ROAS >3x] |
| Tuan 3 | [VD: Push BOFU + retarget] | [X] | [Ti le chot >40%] |
| Tuan 4 | [VD: Tong ket + chuan bi thang sau] | [X] | [Dat muc tieu doanh thu] |
### Ngan sach phan bo
| Hang muc | So tien | Ti le | Ghi chu |
|----------|--------|-------|--------|
| Meta Ads | [X] | [X%] | |
| TikTok Ads | [X] | [X%] | |
| Google Ads | [X] | [X%] | |
| Content production | [X] | [X%] | UGC, quay video, thiet ke |
| Tool & software | [X] | [X%] | |
| **Tong** | **[X]** | **100%** | |
Neu bao cao can trinh bay cho stakeholder (sep, khach hang), tao bieu do:
| # | Bieu do | Loai | Truc X | Truc Y | Ghi chu |
|---|---|---|---|---|---|
| 1 | Doanh thu vs Chi phi theo tuan | Line chart (2 duong) | Tuan 1–4 | VND | 2 mau: xanh (doanh thu), do (chi phi) |
| 2 | Pheu chuyen doi | Funnel chart | Buoc pheu | So luong | Tu Impression → Khach hang |
| 3 | CPMess theo tuan | Bar chart | Tuan 1–4 | VND | Them duong muc tieu (dashed line) |
| 4 | Phan bo ngan sach | Pie chart | — | % | Theo kenh (Meta, TikTok, Google, Content) |
| 5 | So sanh thang nay vs thang truoc | Grouped bar chart | Chi so | Gia tri | 2 mau: xanh (thang nay), xam (thang truoc) |
Tool khuyen dung: Google Sheets/Looker Studio (mien phi), Canva (trinh bay dep).
Bao cao tuan ngan gon hon bao cao thang — chi giu phan 1, 4, 5:
# Bao Cao Tuan [X]: [DD/MM–DD/MM/YYYY]
## Ket qua nhanh
| Chi so | Muc tieu tuan | Thuc te | vs Tuan truoc | Danh gia |
|--------|-------------|---------|---------------|---------|
| Chi phi | | | | |
| Tin nhan | | | | |
| CPMess | | | | |
| Lead | | | | |
| Booking | | | | |
| Khach | | | | |
| Doanh thu | | | | |
## Tot / Chua tot
- TOT: [1–2 diem]
- CHUA TOT: [1–2 diem]
## Hanh dong tuan toi
| # | Viec | Nguoi | Deadline |
|---|------|-------|---------|
| 1 | | | |
| 2 | | | |
| 3 | | | |
Kiem tra truoc khi giao bao cao:
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