{"id":4872,"date":"2016-08-25T08:56:19","date_gmt":"2016-08-25T01:56:19","guid":{"rendered":"http:\/\/news.appota.com\/?p=4872"},"modified":"2021-04-13T17:19:28","modified_gmt":"2021-04-13T10:19:28","slug":"4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing","status":"publish","type":"post","link":"https:\/\/news.appota.com\/en_US\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/","title":{"rendered":"4 l\u01b0u \u00fd quan tr\u1ecdng khi s\u1eed d\u1ee5ng d\u1eef li\u1ec7u trong marketing"},"content":{"rendered":"

CEO to\u00e0n c\u1ea7u c\u1ee7a H\u00e3ng t\u01b0 v\u1ea5n ti\u1ebfp th\u1ecb \u0111a qu\u1ed1c gia Gain Theory – B\u00e0 Manjiry Tamhane kh\u1eb3ng \u0111\u1ecbnh: \u201cD\u1eef li\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi k\u1ec3 chuy\u1ec7n gi\u1ecfi\u201d. Trong n\u1ed9i dung b\u00e0i chia s\u1ebb d\u01b0\u1edbi \u0111\u00e2y b\u1ea1n \u0111\u1ecdc c\u00f9ng News Appota t\u00ecm hi\u1ec3u v\u1ec1 nh\u1eefng l\u01b0u \u00fd quan tr\u1ecdng khi s\u1eed d\u1ee5ng d\u1eef li\u1ec7u Marketing nh\u00e9.<\/p>\n

S\u1eed d\u1ee5ng d\u1eef li\u1ec7u trong marketing<\/h2>\n

Trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb, m\u1ed7i d\u1eef li\u1ec7u k\u1ec3 m\u1ed9t c\u00e2u chuy\u1ec7n r\u1ea5t ri\u00eang. Th\u1eadm ch\u00ed m\u1ed9t ngu\u1ed3n d\u1eef li\u1ec7u c\u00f3 th\u1ec3 cho nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u1ea7y m\u1eabu thu\u1eabn. N\u1eafm b\u1eaft \u0111\u01b0\u1ee3c \u0111i\u1ec3m c\u1ed1t l\u00f5i v\u00e0 t\u00ecm ra s\u1ef1 th\u1eadt, \u0111\u00f3 l\u00e0 vi\u1ec7c c\u1ee7a c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb. D\u1eef li\u1ec7u l\u00e0 n\u1ec1n t\u1ea3ng cho c\u00e1c k\u1ebf ho\u1ea1ch truy\u1ec1n th\u00f4ng hay k\u00edch ho\u1ea1t th\u01b0\u01a1ng hi\u1ec7u. V\u1eady khi nghi\u00ean c\u1ee9u d\u1eef li\u1ec7u, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ph\u1ea3i theo d\u00f5i lo\u1ea1i d\u1eef li\u1ec7u n\u00e0o? V\u00e0 s\u1ef1 th\u1eadt n\u1eb1m \u1edf \u0111\u00e2u?<\/p>\n

D\u1eef li\u1ec7u b\u1ecb l\u1ed7i c\u00f3 th\u1ec3 do r\u1ea5t nhi\u1ec1u l\u00fd do, m\u1ed9t trong s\u1ed1 \u0111\u00f3 l\u00e0 m\u1eabu kh\u00f4ng \u0111\u1ea1i di\u1ec7n. Khi d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c l\u1ea5y t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau, nhi\u1ec1u kh\u1ea3 n\u0103ng ch\u00fang ta s\u1ebd th\u1ea5y nh\u1eefng c\u00e2u chuy\u1ec7n \u0111\u1ea7y m\u00e2u thu\u1eabn. Tr\u00ean th\u1ef1c t\u1ebf, \u0111\u00f3 ch\u1ec9 \u0111\u01a1n thu\u1ea7n do l\u1ed7i \u0111\u1ecbnh d\u1ea1ng b\u00e1o c\u00e1o l\u1ec7ch. Trong tr\u01b0\u1eddng h\u1ee3p \u0111\u00f3, c\u1ea7n k\u1ebft h\u1ee3p c\u00e1c ngu\u1ed3n d\u1eef li\u1ec7u n\u00e0y m\u1ed9t c\u00e1ch t\u01b0\u01a1ng x\u1ee9ng v\u00e0 thu\u00ea b\u00ean th\u1ee9 ba c\u00f3 kinh nghi\u1ec7m ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 ph\u00e2n lo\u1ea1i to\u00e0n b\u1ed9 d\u1eef li\u1ec7u, \u0111\u1ed3ng th\u1eddi \u0111\u01b0a ra b\u1ea3n b\u00e1o c\u00e1o c\u00f3 th\u1ec3 k\u1ec3 chuy\u1ec7n m\u1ed9t c\u00e1ch m\u1ea1ch l\u1ea1c v\u00e0 ch\u00e2n th\u1ef1c.<\/p>\n

Khi c\u00f3 s\u1ef1 s\u00e2u thu\u1eabn gi\u1eefa c\u00e1c d\u1eef li\u1ec7u, c\u00e1c marketer ph\u1ea3i l\u1eb7p \u0111i l\u1eb7p l\u1ea1i m\u1ed9t qu\u00e1 tr\u00ecnh nh\u1eb1m lo\u1ea1i b\u1ecf c\u00e1c th\u00f4ng \u0111i\u1ec7p g\u00e2y hi\u1ec3u nh\u1ea7m. C\u00f3 4 \u0111i\u1ec1u c\u1ea7n l\u01b0u \u00fd trong su\u1ed1t qu\u00e1 tr\u00ecnh n\u00e0y:<\/p>\n

\"4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing-2\"<\/p>\n

Nh\u00ecn xa h\u01a1n:<\/h2>\n

C\u1ea7n \u0111\u01b0a b\u1ed1i c\u1ea3nh l\u1ecbch s\u1eed v\u00e0o c\u00e1c d\u1eef li\u1ec7u m\u00e0 b\u1ea1n \u0111ang nghi\u00ean c\u1ee9u. V\u00ec c\u00f3 ng\u1eef c\u1ea3nh, b\u1ea1n m\u1edbi c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh h\u01b0\u1edbng c\u1ee7a d\u1eef li\u1ec7u v\u00e0 \u00fd ngh\u0129a c\u1ee7a c\u00e1c s\u1ed1 li\u1ec7u m\u1edbi trong m\u1ed1i li\u00ean h\u1ec7 v\u1edbi qu\u00e1 kh\u1ee9. Trong gi\u1edbi marketing, c\u00f3 r\u1ea5t nhi\u1ec1u b\u00e1o c\u00e1o ng\u00e0y ho\u1eb7c tu\u1ea7n. V\u00ed d\u1ee5 nh\u01b0 b\u00e1o c\u00e1o t\u1ef7 l\u1ec7 nh\u1ea5p chu\u1ed9t (click-through-rate) h\u1eb1ng ng\u00e0y. B\u00e1o c\u00e1o n\u00e0y kh\u00f4ng th\u1ec3 \u0111\u01b0a ra \u0111\u01b0\u1ee3c b\u1ee9c tranh to\u00e0n c\u1ea3nh v\u1ec1 nh\u1eefng \u0111i\u1ec1u \u0111ang di\u1ec5n ra. V\u00ec th\u1ebf c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb n\u00ean tr\u00e1nh t\u1eadp trung qu\u00e1 nhi\u1ec1u v\u00e0o ngu\u1ed3n d\u1eef li\u1ec7u h\u1ea1n ch\u1ebf \u0111\u00f3.<\/p>\n

Nh\u00ecn s\u00e2u h\u01a1n:<\/h2>\n

C\u1ea7n \u0111\u00e1nh gi\u00e1 c\u00e1i g\u00ec l\u00e0 hi\u1ec7u qu\u1ea3 v\u00e0 c\u00e1i g\u00ec kh\u00f4ng. B\u1ea1n n\u00ean c\u1eadp nh\u1eadt nh\u1eefng g\u00f3c nh\u00ecn m\u1edbi nh\u1ea5t v\u1ec1 t\u00e1c \u0111\u1ed9ng c\u1ee7a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. V\u00ed d\u1ee5, chuy\u00ean gia trong ng\u00e0nh hay c\u00e1c h\u1ecdc gi\u1ea3 ngh\u0129 g\u00ec v\u1ec1 \u1ea3nh h\u01b0\u1edfng c\u1ee7a video theo y\u00eau c\u1ea7u (Video-On-Demand) l\u00ean doanh s\u1ed1? R\u00fat kinh nghi\u1ec7m t\u1eeb th\u00e0nh c\u00f4ng v\u00e0 sai l\u1ea7m c\u1ee7a ng\u01b0\u1eddi kh\u00e1c – nghi\u00ean c\u1ee9u nh\u1eefng \u0111i\u1ec1u \u0111\u00f3 c\u1ea3 trong d\u1eef li\u1ec7u l\u1eabn trong cu\u1ed9c s\u1ed1ng.<\/p>\n

\"4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing-3\"<\/p>\n

\u0110\u1eb7t c\u00e2u h\u1ecfi:<\/h2>\n

\u0110\u1ec3 th\u1ea5y \u0111\u01b0\u1ee3c s\u1ef1 th\u1eadt trong m\u1edb d\u1eef li\u1ec7u \u0111\u1ea7y m\u00e2u thu\u1eabn, c\u1ea7n nh\u00ecn nh\u1eadn m\u1ed9t c\u00e1ch v\u00f4 c\u00f9ng t\u1ec9 m\u1ec9. H\u00e3y t\u1eadp trung v\u00e0o c\u00e1c ngu\u1ed3n d\u1eef li\u1ec7u m\u00e2u thu\u1eabn. Ch\u00fang k\u1ec3 c\u00e2u chuy\u1ec7n g\u00ec? Li\u1ec7t k\u00ea ra t\u1ea5t c\u1ea3 c\u00e1c l\u00fd do c\u00f3 th\u1ec3 g\u00e2y ra m\u00e2u thu\u1eabn v\u00e0 sau \u0111\u00f3 nghi\u00ean c\u1ee9u t\u1eebng l\u00fd do m\u1ed9t. T\u1eeb \u0111\u00f3 c\u1ed1 g\u1eafng lo\u1ea1i tr\u1eeb sai l\u1ea7m \u0111\u1ec3 \u0111i \u0111\u1ebfn s\u1ef1 th\u1eadt.<\/p>\n

Lu\u00f4n c\u1ea9n tr\u1ecdng:<\/h2>\n

N\u1ebfu t\u1ea5t c\u1ea3 c\u00e1c c\u00e1ch tr\u00ean kh\u00f4ng gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c v\u1ea5n \u0111\u1ec1, t\u1ed1t nh\u1ea5t b\u1ea1n n\u00ean th\u1eadn tr\u1ecdng. H\u00e3y trung th\u1ef1c th\u1eeba nh\u1eadn r\u1eb1ng c\u00f3 m\u00e2u thu\u1eabn trong vi\u1ec7c di\u1ec5n gi\u1ea3i d\u1eef li\u1ec7u. \u0110\u00f3 s\u1ebd l\u00e0 l\u1ef1a ch\u1ecdn an to\u00e0n h\u01a1n nhi\u1ec1u so v\u1edbi vi\u1ec7c \u0111\u01b0a ra k\u1ebft lu\u1eadn sai l\u1ea7m.<\/p>\n

\"4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing-4\"<\/p>\n

Ch\u00fang ta th\u01b0\u1eddng \u0111\u01b0\u1ee3c nghe v\u1ec1 ki\u1ec3m tra v\u00e0 h\u1ecdc h\u1ecfi (Testing and Learning), vi\u1ec7c n\u00e0y \u0111\u1eb7c bi\u1ec7t th\u00edch h\u1ee3p trong vi\u1ec7c t\u00ecm ki\u1ebfm s\u1ef1 th\u1eadt t\u1eeb kh\u1ed1i d\u1eef li\u1ec7u. Khi kh\u00f4ng ch\u1eafc ch\u1eafn m\u1ed9t ph\u1ea7n n\u00e0o \u0111\u00f3 c\u00f3 hi\u1ec7u qu\u1ea3 hay kh\u00f4ng, h\u00e3y gi\u1ea3m \u0111\u1ea7u t\u01b0 xu\u1ed1ng m\u1ee9c c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c v\u00e0 xem x\u00e9t hi\u1ec7u qu\u1ea3 ra sao.<\/p>\n

Ng\u01b0\u1eddi ta hay n\u00f3i r\u1eb1ng c\u00e2u chuy\u1ec7n n\u00e0o c\u0169ng c\u00f3 ba m\u1eb7t: M\u1eb7t b\u00ean n\u00e0y, m\u1eb7t b\u00ean kia v\u00e0 s\u1ef1 th\u1eadt. L\u1ecdc \u0111\u00e1m d\u1eef li\u1ec7u th\u1eddi gian th\u1ef1c (real-time) kh\u1ed5ng l\u1ed3 b\u00e0y ra tr\u01b0\u1edbc m\u1eaft l\u00e0 nhi\u1ec7m v\u1ee5 h\u1ebft s\u1ee9c n\u1eb7ng n\u1ec1 cho c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb, \u0111\u1eb7c bi\u1ec7t khi nh\u1eefng g\u00ec h\u1ecd th\u1ea5y sau khi ph\u00e2n t\u00edch l\u1ea1i tr\u00e1i ng\u01b0\u1ee3c nhau. Tuy nhi\u00ean, \u0111i \u0111\u1ebfn t\u1eadn c\u00f9ng c\u1ee7a s\u1ef1 tr\u00e1i ng\u01b0\u1ee3c cu\u1ed1i c\u00f9ng l\u1ea1i gi\u00fap ta ti\u1ebft ki\u1ec7m \u0111\u01b0\u1ee3c m\u1ed9t l\u01b0\u1ee3ng ti\u1ec1n r\u1ea5t l\u1edbn.<\/p>\n

Theo\u00a0Forbes<\/p>\n","protected":false},"excerpt":{"rendered":"

CEO to\u00e0n c\u1ea7u c\u1ee7a H\u00e3ng t\u01b0 v\u1ea5n ti\u1ebfp th\u1ecb \u0111a qu\u1ed1c gia Gain Theory – B\u00e0 Manjiry Tamhane kh\u1eb3ng \u0111\u1ecbnh: \u201cD\u1eef li\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi k\u1ec3 chuy\u1ec7n gi\u1ecfi\u201d. Trong n\u1ed9i dung b\u00e0i chia s\u1ebb d\u01b0\u1edbi \u0111\u00e2y b\u1ea1n \u0111\u1ecdc c\u00f9ng News Appota t\u00ecm hi\u1ec3u v\u1ec1 nh\u1eefng l\u01b0u \u00fd quan tr\u1ecdng khi s\u1eed d\u1ee5ng d\u1eef li\u1ec7u […]<\/p>\n","protected":false},"author":9,"featured_media":4876,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[887],"tags":[746,103],"yoast_head":"\n4 l\u01b0u \u00fd quan tr\u1ecdng khi s\u1eed d\u1ee5ng d\u1eef li\u1ec7u trong marketing<\/title>\n<meta name=\"description\" content=\"CEO to\u00e0n c\u1ea7u c\u1ee7a H\u00e3ng t\u01b0 v\u1ea5n ti\u1ebfp th\u1ecb \u0111a qu\u1ed1c gia Gain Theory - B\u00e0 Manjiry Tamhane kh\u1eb3ng \u0111\u1ecbnh: \u201cD\u1eef li\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi k\u1ec3 chuy\u1ec7n gi\u1ecfi\u201d.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.appota.com\/vi\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 l\u01b0u \u00fd quan tr\u1ecdng khi s\u1eed d\u1ee5ng d\u1eef li\u1ec7u trong marketing\" \/>\n<meta property=\"og:description\" content=\"CEO to\u00e0n c\u1ea7u c\u1ee7a H\u00e3ng t\u01b0 v\u1ea5n ti\u1ebfp th\u1ecb \u0111a qu\u1ed1c gia Gain Theory - B\u00e0 Manjiry Tamhane kh\u1eb3ng \u0111\u1ecbnh: \u201cD\u1eef li\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 ng\u01b0\u1eddi k\u1ec3 chuy\u1ec7n gi\u1ecfi\u201d.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/news.appota.com\/vi\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Appota News\" \/>\n<meta property=\"article:published_time\" content=\"2016-08-25T01:56:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-04-13T10:19:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/news.appota.com\/wp-content\/uploads\/2016\/08\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"313\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ng\u00f4 Cay\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ng\u00f4 Cay\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/news.appota.com\/vi\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/\",\"url\":\"https:\/\/news.appota.com\/vi\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/\",\"name\":\"4 l\u01b0u \u00fd quan tr\u1ecdng khi s\u1eed d\u1ee5ng d\u1eef li\u1ec7u trong marketing\",\"isPartOf\":{\"@id\":\"https:\/\/news.appota.com\/vi\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/news.appota.com\/vi\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/news.appota.com\/vi\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/news.appota.com\/wp-content\/uploads\/2016\/08\/4-luu-y-quan-trong-khi-su-dung-du-lieu-trong-marketing-1.jpg\",\"datePublished\":\"2016-08-25T01:56:19+00:00\",\"dateModified\":\"2021-04-13T10:19:28+00:00\",\"author\":{\"@id\":\"https:\/\/news.appota.com\/vi\/#\/schema\/person\/1d838da25327f86aa7b036bcdf019b8d\"},\"description\":\"CEO to\u00e0n c\u1ea7u c\u1ee7a H\u00e3ng t\u01b0 v\u1ea5n ti\u1ebfp th\u1ecb \u0111a qu\u1ed1c gia Gain Theory - 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