{"id":4831,"date":"2019-02-23T22:50:48","date_gmt":"2019-02-23T15:50:48","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4831"},"modified":"2022-09-17T09:23:56","modified_gmt":"2022-09-17T02:23:56","slug":"data-driven-marketing-marketing-dua-tren-du-lieu","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/data-driven-marketing-marketing-dua-tren-du-lieu\/","title":{"rendered":"Data-driven marketing – marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u"},"content":{"rendered":"

Nh\u1eafc \u0111\u1ebfn th\u1eddi \u0111\u1ea1i C\u00f4ng ngh\u1ec7 4.0<\/strong>, kh\u00f4ng kh\u1ecfi nh\u1eafc \u0111\u1ebfn Big data – D\u1eef li\u1ec7u l\u1edbn<\/strong>, c\u00e1i kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn l\u00e0 m\u1ed9t xu h\u01b0\u1edbng kh\u00f4ng th\u1ec3 tr\u00e1nh kh\u1ecfi. Ng\u01b0\u1eddi l\u00e0m marketing ng\u00e0y nay c\u1ea7n ph\u1ea3i bi\u1ebft c\u00e1ch s\u1eed d\u1ee5ng d\u1eef li\u1ec7u m\u1edbi th\u1ef1c s\u1ef1 \u0111\u00fang nh\u01b0 vai tr\u00f2 c\u1ee7a h\u1ecd – ng\u01b0\u1eddi d\u1eabn \u0111\u01b0\u1eddng, ch\u1ec9 l\u1ed1i.
\nD\u1eef li\u1ec7u trong doanh nghi\u1ec7p: b\u1ed9 ph\u1eadn b\u00e1n h\u00e0ng, kho ch\u1ee9a h\u00e0ng, nh\u00e0 m\u00e1y s\u1ea3n xu\u1ea5t, \u0111\u1ed1i t\u00e1c,…; d\u1eef li\u1ec7u b\u00ean ngo\u00e0i doanh nghi\u1ec7p: \u0111\u1ed1i th\u1ee7, th\u1ecb tr\u01b0\u1eddng, v\u0103n h\u00f3a, x\u00e3 h\u1ed9i,…<\/p>\n

Marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/strong> h\u00e0m \u00fd vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing d\u1ef1a v\u00e0o d\u1eef li\u1ec7u v\u00e0 bao g\u1ed3m\/nh\u1ea5n m\u1ea1nh c\u00e1c c\u00f4ng vi\u1ec7c thu th\u1eadp, ph\u00e2n t\u00edch d\u1eef li\u1ec7u ph\u1ee5c v\u1ee5 cho c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing, v\u00e0 th\u1ef1c hi\u1ec7n ho\u1ea1t \u0111\u1ed9ng marketing th\u00f4ng qua insights thu \u0111\u01b0\u1ee3c t\u1eeb d\u1eef li\u1ec7u c\u00f3 c\u1ea5u tr\u00fac (structured-data) v\u00e0 d\u1eef li\u1ec7u \u0111a c\u1ea5u tr\u00fac (multi-structured data), v\u1edbi kh\u1ed1i l\u01b0\u1ee3ng d\u1eef li\u1ec7u ng\u00e0y c\u00e0ng nhi\u1ec1u, c\u00e0ng l\u1edbn, th\u1eadm ch\u00ed v\u01b0\u1ee3t qua kh\u1ea3 n\u0103ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p\/c\u00e1ch th\u1ee9c x\u1eed l\u00fd truy\u1ec1n th\u1ed1ng m\u00e0 c\u00f2n g\u1ecdi l\u00e0 Big Data m\u00e0 ch\u00fang ta hay nh\u1eafc \u0111\u1ebfn.<\/p>\n

V\u00ec c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing \u0111\u01b0\u1ee3c \u0111\u01b0a ra d\u1ef1a tr\u00ean d\u1eef li\u1ec7u v\u00e0 insights thu \u0111\u01b0\u1ee3c, Marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u s\u1ebd t\u1ea1o ra nh\u1eefng k\u1ebft qu\u1ea3 v\u00e0 th\u00e0nh t\u00edch marketing t\u1ed1t h\u01a1n v\u00e0 th\u00fac \u0111\u1ea9y nh\u1eefng n\u1ed7 l\u1ef1c \u0111o l\u01b0\u1eddng, \u0111\u00e1nh gi\u00e1 th\u00e0nh t\u00edch t\u1eeb kh\u00e2u l\u00ean k\u1ebf ho\u1ea1ch \u0111\u1ebfn tri\u1ec3n khai k\u1ebf ho\u1ea1ch marketing. Vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn v\u00e0 cung c\u1ea5p th\u00f4ng tin cho c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c nhi\u1ec1u \u0111i\u1ec1u h\u01a1n vi\u1ec7c ch\u1ec9 l\u00e0 gia t\u0103ng tr\u1ea3i nghi\u1ec7m t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

Nhi\u1ec1u b\u1ea1n inbox page c\u00f3 h\u1ecfi v\u1ec1 chia s\u1ebb ki\u1ebfn th\u1ee9c li\u00ean quan \u0111\u1ebfn big data nh\u01b0ng b\u00e2y gi\u1edd ch\u00fang t\u00f4i m\u1edbi \u0111\u01b0a \u0111\u1ebfn cho m\u1ecdi ng\u01b0\u1eddi l\u00e0 b\u1edfi m\u1ee5c \u0111\u00edch \u0111\u1ea7u ti\u00ean ch\u00fang t\u00f4i l\u1eadp page l\u00e0 hy v\u1ecdng m\u1ed7i c\u00e1 nh\u00e2n c\u00f3 th\u1ec3 hi\u1ec3u m\u1ed9t c\u00e1ch \u0111\u00fang \u0111\u1eafn vai tr\u00f2 c\u1ee7a marketing v\u00e0 c\u00f3 th\u1ec3 c\u00f3 m\u1ed9t t\u1ea7m nh\u00ecn t\u1ed5ng quan h\u01a1n, xa h\u01a1n (t\u1ea7m nh\u00ecn chi\u1ebfn l\u01b0\u1ee3c) b\u00ean c\u1ea1nh c\u00e1c chi\u1ebfn thu\u1eadt, xu h\u01b0\u1edbng hi\u1ec7n nay. B\u1edfi n\u1eafm \u0111\u01b0\u1ee3c n\u1ec1n t\u1ea3ng v\u1eefng ch\u1eafc ta m\u1edbi hi\u1ec3u \u0111\u01b0\u1ee3c b\u1ea3n ch\u1ea5t c\u1ee7a c\u00e1c v\u1ea5n \u0111\u1ec1 xoay quanh v\u00e0 ph\u00e1t tri\u1ec3n t\u1eeb n\u1ec1n t\u1ea3ng \u0111\u00f3.<\/p>\n

V\u00e0 trong c\u00e1c b\u00e0i vi\u1ebft ti\u1ebfp theo, sau khi \u0111\u01b0a ra \u0111\u01b0\u1ee3c c\u00e1c kh\u00e1i ni\u1ec7m v\u00e0 v\u1ea5n \u0111\u1ec1 c\u01a1 b\u1ea3n m\u00e0 doanh nghi\u1ec7p, c\u00e1 nh\u00e2n t\u1ea1i Vi\u1ec7t Nam \u0111ang v\u01b0\u1edbng m\u1eafc th\u00ec ch\u00fang t\u00f4i s\u1ebd \u0111\u1ec1 c\u1eadp \u0111\u1ebfn v\u1ea5n \u0111\u1ec1 “Data – d\u1eef li\u1ec7u” m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing<\/p>\n

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Quy tr\u00ecnh 5 b\u01b0\u1edbc x\u00e2y d\u1ef1ng marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/h1>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
\n
\u0110\u1eebng s\u1ee3 hay lo l\u1eafng khi ph\u1ea3i c\u1ed1 g\u1eafng x\u00e2y d\u1ef1ng marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u, n\u00f3 v\u1eabn gi\u1eef \u0111\u00fang b\u1ea3n ch\u1ea5t v\u00e0 t\u00ednh ch\u1ea5t c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing truy\u1ec1n th\u1ed1ng. N\u1ebfu b\u1ea1n \u0111\u00e3 n\u1eafm r\u00f5 c\u00e1c v\u1ea5n \u0111\u1ec1, kh\u00eda c\u1ea1nh quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c marketing n\u00f3i chung th\u00ec vi\u1ec7c b\u1ea1n ti\u1ebfn h\u00e0nh nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c, chi\u1ebfn thu\u1eadt mang t\u00ean “marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u” s\u1ebd d\u1ec5 d\u00e0ng v\u00e0 \u0111\u01a1n gi\u1ea3n h\u01a1n r\u1ea5t nhi\u1ec1u.
\nNg\u00e0y nay, t\u1ea5t c\u1ea3 c\u00e1c b\u1ed9 ph\u1eadn marketing hi\u1ec7n \u0111\u1ea1i \u0111\u1ec1u c\u00f3 chung m\u1ed9t n\u1ec1n t\u1ea3ng \u0111\u1ec3 h\u1ecd d\u1ef1a v\u00e0o: c\u00f4ng ngh\u1ec7, tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng v\u00e0 d\u1eef li\u1ec7u. D\u00f9 mang t\u00ean g\u1ecdi kh\u00e1c hay th\u00eam nh\u1eefng b\u1ed9 ph\u1eadn kh\u00e1c th\u00ec h\u1ecd v\u1eabn ph\u1ea3i \u00e1p d\u1ee5ng d\u1eef li\u1ec7u v\u00e0 c\u00f4ng ngh\u1ec7 \u0111\u1ec3 t\u1ea1o v\u00e0 gia t\u0103ng gi\u00e1 tr\u1ecb cho kh\u00e1ch hanfgm t\u1eeb \u0111\u00f3 thu l\u1ea1i l\u1ee3i nhu\u1eadn.
\nTheo Lisa Arthur, c\u00f3 5 b\u01b0\u1edbc ch\u00ednh \u0111\u1ec3 h\u01b0\u1edbng d\u1eabn b\u1ea1n ti\u1ebfn h\u00e0ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u:
\n1. T\u01b0 duy c\u00f3 t\u1ea7m chi\u1ebfn l\u01b0\u1ee3c
\n2. T\u00ecm ki\u1ebfm v\u00e0 ph\u00e1 b\u1ecf nh\u1eefng t\u00e1ch bi\u1ec7t t\u1eeb h\u1ec7 th\u1ed1ng c\u0169
\n3. G\u1ee1 r\u1ed1i c\u00e1c b\u00fai d\u1eef li\u1ec7u (data hairball – m\u1ed9t m\u1edb h\u1ed7n \u0111\u1ed9n c\u00e1c t\u01b0\u01a1ng t\u00e1c, \u1ee9ng d\u1ee5ng, th\u00f4ng tin v\u00e0 c\u00e1c quy tr\u00ecnh kh\u00f4ng \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c c\u00f3 h\u1ec7 th\u1ed1ng d\u1eabn \u0111\u1ebfn vi\u1ec7c l\u00e0m ph\u1ee9c t\u1ea1p quy tr\u00ecnh v\u00e0 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u)
\n4. D\u00f9ng c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng l\u00e0m kim ch\u1ec9 nam
\n5. \u00c1p d\u1ee5ng quy tr\u00ecnh (process)
\nTrong c\u00e1c ph\u1ea7n ti\u1ebfp theo ch\u00fang t\u00f4i s\u1ebd \u0111\u01b0a ra chi ti\u1ebft n\u1ed9i dung cho t\u1eebng ph\u1ea7n, bao g\u1ed3m c\u1ea3 t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c l\u1eabn c\u00e1c k\u1ef9 thu\u1eadt chi\u1ebfn thu\u1eadt, t\u00e1c nghi\u1ec7p.<\/span><\/div>\n
Xem th\u00eam>> Chi ti\u1ebft Quy tr\u00ecnh marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/a><\/strong><\/div>\n
<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

Marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u h\u00e0m \u00fd vi\u1ec7c \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing d\u1ef1a v\u00e0o d\u1eef li\u1ec7u v\u00e0 bao g\u1ed3m\/nh\u1ea5n m\u1ea1nh c\u00e1c c\u00f4ng vi\u1ec7c thu th\u1eadp, ph\u00e2n t\u00edch d\u1eef li\u1ec7u ph\u1ee5c v\u1ee5 cho c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing<\/p>","protected":false},"author":4,"featured_media":5096,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74,127],"tags":[652],"class_list":["post-4831","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","category-trend","tag-phan-tich-du-lieu-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4831","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=4831"}],"version-history":[{"count":5,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4831\/revisions"}],"predecessor-version":[{"id":15157,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4831\/revisions\/15157"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/5096"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}