{"id":5458,"date":"2019-04-03T15:19:00","date_gmt":"2019-04-03T08:19:00","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=5458"},"modified":"2020-05-27T11:22:06","modified_gmt":"2020-05-27T04:22:06","slug":"case-study-nestle-dai-loan-su-dung-du-lieu-de-tiep-can-cac-ba-me-tuong-lai-nhu-the-nao","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/case-study-nestle-dai-loan-su-dung-du-lieu-de-tiep-can-cac-ba-me-tuong-lai-nhu-the-nao\/","title":{"rendered":"[CASE STUDY] Nestl\u00e9 \u0110\u00e0i Loan s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 ti\u1ebfp c\u1eadn c\u00e1c b\u00e0 m\u1eb9 t\u01b0\u01a1ng lai nh\u01b0 th\u1ebf n\u00e0o?"},"content":{"rendered":"

T\u1ea1i Ph\u00f2ng Dinh d\u01b0\u1ee1ng Tr\u1ebb em c\u1ee7a Nestl\u00e9 \u0110\u00e0i Loan, ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean d\u1eef li\u1ec7u \u0111ang \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 th\u00fac \u0111\u1ea9y s\u1ef1 gia t\u0103ng chung v\u1ec1 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 \u0111\u1ec3 t\u0103ng t\u1ed5ng \u0111\u01a1n h\u00e0ng v\u00e0 doanh thu.\u00a0\u0110i\u1ec1u \u0111\u00f3 c\u0169ng gi\u00fap Nestl\u00e9 \u0110\u00e0i Loan hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 con \u0111\u01b0\u1eddng chuy\u1ec3n \u0111\u1ed5i c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, tr\u00e1nh xa l\u1ed1i suy ngh\u0129 last-click v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing t\u1ed1t h\u01a1n \u0111\u1ec3 k\u1ebft n\u1ed1i v\u1edbi kh\u00e1n gi\u1ea3 th\u00edch h\u1ee3p nh\u01b0 cha m\u1eb9 t\u01b0\u01a1ng lai.<\/em><\/p>\n

H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng b\u1ea1n l\u00e0 cha m\u1eb9 t\u01b0\u01a1ng lai v\u1edbi \u0111\u1ee9a con \u0111\u1ea7u l\u00f2ng c\u1ee7a b\u1ea1n tr\u00ean \u0111\u01b0\u1eddng.\u00a0C\u00f3 l\u1ebd b\u1ea1n \u0111ang cho\u00e1ng ng\u1ee3p, lo l\u1eafng v\u00e0 h\u00e0o h\u1ee9ng nghi\u00ean c\u1ee9u c\u00e1ch chu\u1ea9n b\u1ecb cho em b\u00e9 m\u1edbi sinh c\u1ee7a m\u00ecnh.\u00a0B\u1ea1n c\u00f3 th\u1ec3 nh\u1edd cha m\u1eb9 ho\u1eb7c \u00f4ng b\u00e0 c\u1ee7a b\u1ea1n t\u01b0 v\u1ea5n, nh\u01b0ng internet c\u00f3 th\u1ec3 l\u00e0 ngu\u1ed3n th\u00f4ng tin c\u1ee7a b\u1ea1n.\u00a0B\u1ed9 ph\u1eadn Dinh d\u01b0\u1ee1ng Tr\u1ebb s\u01a1 sinh c\u1ee7a Nestl\u00e9 \u0110\u00e0i Loan \u0111ang th\u1ef1c hi\u1ec7n s\u1ee9 m\u1ec7nh gi\u00fap \u0111\u1ee1 nh\u1eefng b\u1eadc cha m\u1eb9 m\u1edbi n\u00e0y, cung c\u1ea5p cho h\u1ecd ngu\u1ed3n l\u1ef1c \u0111\u1ec3 h\u1ed7 tr\u1ee3 h\u1ecd trong su\u1ed1t thai k\u1ef3, v\u00e0 sau \u0111\u00f3, chuy\u1ec3n \u0111\u1ed5i h\u1ecd th\u00e0nh kh\u00e1ch h\u00e0ng c\u1ee7a Nestl\u00e9.\u00a0Nh\u01b0ng v\u1edbi\u00a0t\u1ef7 l\u1ec7 sinh gi\u1ea3m \u1edf \u0110\u00e0i Loan\u00a0, b\u1ed9 ph\u1eadn ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi m\u1ed9t th\u00e1ch th\u1ee9c khi c\u1ed1 g\u1eafng marketing cho th\u1ecb tr\u01b0\u1eddng b\u1ecb thu h\u1eb9p n\u00e0y.<\/p>\n

Tri\u1ec3n khai DDA \u0111\u1ec3 tham gia v\u1edbi c\u00e1c b\u00e0 m\u1eb9 t\u01b0\u01a1ng lai tr\u00ean to\u00e0n ph\u1ed5<\/h1>\n

“\u0110\u1ec3 x\u00e1c \u0111\u1ecbnh r\u00f5 h\u01a1n v\u1edbi c\u00e1c b\u00e0 m\u1eb9 m\u1edbi, ch\u00fang t\u00f4i \u0111\u00e3 l\u00e0m vi\u1ec7c v\u1edbi Nestl\u00e9 \u0110\u00e0i Loan \u0111\u1ec3 tri\u1ec3n khai m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean d\u1eef li\u1ec7u (data-driven attribution – DDA)<\/strong> \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n h\u01a1n v\u1ec1 h\u00e0nh tr\u00ecnh ti\u00eau d\u00f9ng c\u1ee7a h\u1ecd, x\u00e1c \u0111\u1ecbnh gi\u00e1 tr\u1ecb th\u1ef1c c\u1ee7a t\u1eebng \u0111i\u1ec3m ti\u1ebfp x\u00fac v\u00e0 t\u1ed1i \u0111a h\u00f3a chuy\u1ec3n \u0111\u1ed5i tri\u1ec3n v\u1ecdng.\u00a0\u0110\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi machine learning, DDA \u0111\u00e3 gi\u00fap th\u01b0\u01a1ng hi\u1ec7u hi\u1ec3u gi\u00e1 tr\u1ecb nh\u1ea5p chu\u1ed9t th\u1ef1c s\u1ef1 c\u1ee7a t\u1eebng t\u1eeb kh\u00f3a trong c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh, \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng hi\u1ec3u bi\u1ebft to\u00e0n di\u1ec7n h\u01a1n v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 tr\u00e1nh nh\u1eefng \u0111i\u1ec3m m\u00f9 li\u00ean quan \u0111\u1ebfn m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 last-click”<\/p>\n

>>> Xem th\u00eam: Data-driven marketing \u2013 marketing d\u1ef1a tr\u00ean d\u1eef li\u1ec7u<\/a><\/p>\n

Hi\u1ec7n t\u1ea1i, h\u01a1n 90% c\u00e1c nh\u00e0 marketing c\u1ee7a \u0110\u00e0i Loan v\u1eabn s\u1eed d\u1ee5ng ph\u00e2n b\u1ed5 m\u1ed9t ch\u1ea1m, t\u1eadp trung v\u00e0o last-click \u0111\u1ec3 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t chi\u1ebfn d\u1ecbch.\u00a0Tuy nhi\u00ean, trung b\u00ecnh ph\u1ea3i m\u1ea5t \u00edt nh\u1ea5t 3,5 l\u1ea7n nh\u1ea5p, tr\u01b0\u1edbc khi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh, \u0111i\u1ec1u n\u00e0y l\u00e0m cho vi\u1ec7c \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t marketing c\u1ee7a chi\u1ebfn d\u1ecbch ch\u1ec9 s\u1eed d\u1ee5ng \u0111i\u1ec3m ch\u1ea1m cu\u1ed1i c\u00f9ng g\u00e2y hi\u1ec3u l\u1ea7m – \u0111\u1eb7c bi\u1ec7t l\u00e0 khi c\u1ed1 g\u1eafng tham gia v\u1edbi c\u00e1c b\u00e0 m\u1eb9 t\u01b0\u01a1ng lai.1 Nh\u1eefng ph\u1ee5 n\u1eef n\u00e0y c\u00f3 th\u1ec3 \u1edf c\u00e1c giai \u0111o\u1ea1n kh\u00e1c nhau trong nghi\u00ean c\u1ee9u mang thai c\u1ee7a h\u1ecd v\u00e0 c\u00f3 th\u1ec3 tham gia v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u theo nh\u1eefng c\u00e1ch kh\u00e1c nhau t\u00f9y thu\u1ed9c v\u00e0o nh\u1eefng g\u00ec h\u1ecd \u0111ang t\u00ecm ki\u1ebfm.<\/p>\n

DDA cho ph\u00e9p Nestl\u00e9 \u0110\u00e0i Loan t\u00ecm hi\u1ec3u nh\u1eefng t\u1eeb kh\u00f3a n\u00e0o trong h\u00e0nh tr\u00ecnh ti\u00eau d\u00f9ng c\u1ee7a nh\u1eefng b\u00e0 m\u1eb9 t\u01b0\u01a1ng lai n\u00e0y \u0111\u1ec3 cung c\u1ea5p gi\u00e1 tr\u1ecb chuy\u1ec3n \u0111\u1ed5i b\u1ed5 sung.\u00a0V\u00ed d\u1ee5, nghi\u00ean c\u1ee9u h\u00e0nh tr\u00ecnh c\u1ee7a nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 \u0111\u0103ng k\u00fd B\u1ed5 sung dinh d\u01b0\u1ee1ng cho b\u00e0 m\u1eb9 Nestl\u00e9 c\u00f3 th\u1ec3 c\u00f3 kh\u1ea3 n\u0103ng ph\u00e1t hi\u1ec7n ra nh\u1eefng c\u01a1 h\u1ed9i m\u1edbi.<\/p>\n

Gi\u1ea3 s\u1eed c\u00f3 m\u1ed9t \u0111\u01b0\u1eddng d\u1eabn t\u00ecm ki\u1ebfm cho th\u1ea5y t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 2% t\u1eeb nh\u1eefng ng\u01b0\u1eddi ti\u00eau d\u00f9ng b\u1eaft \u0111\u1ea7u v\u1edbi c\u00e1c t\u1eeb kh\u00f3a chung nh\u01b0 m\u1eb9 mang thai v\u00e0 m\u1eb9 cho con b\u00fa v\u00e0 sau \u0111\u00f3 nh\u1ea5p v\u00e0o t\u1eeb kh\u00f3a th\u01b0\u01a1ng hi\u1ec7u.\u00a0V\u00e0 m\u1ed9t con \u0111\u01b0\u1eddng th\u1ee9 hai s\u1eed d\u1ee5ng c\u00e1c t\u1eeb kh\u00f3a chung kh\u00e1c nhau, ch\u1eb3ng h\u1ea1n nh\u01b0 \u0103n g\u00ec khi mang thai, c\u00f3 th\u1ec3 mang l\u1ea1i t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 3%.\u00a0B\u1eb1ng c\u00e1ch so s\u00e1nh hai con \u0111\u01b0\u1eddng n\u00e0y, Nestl\u00e9 c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng DDA \u0111\u1ec3 kh\u00e1m ph\u00e1 ra gi\u00e1 tr\u1ecb b\u1ed5 sung m\u00e0 thu\u1eadt ng\u1eef \u0103n g\u00ec trong khi mang thai.<\/p>\n

Th\u00f4ng qua DDA, c\u00e1c ph\u00e2n b\u1ed5 chuy\u1ec3n \u0111\u1ed5i ch\u00ednh x\u00e1c h\u01a1n n\u00e0y \u0111\u00e3 c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng c\u1ee7a Nestl\u00e9 \u0110\u00e0i Loan trong vi\u1ec7c tham kh\u1ea3o h\u00e0nh tr\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u1eb7t gi\u00e1 th\u1ea7u cho c\u00e1c t\u1eeb kh\u00f3a mang l\u1ea1i nhi\u1ec1u gi\u00e1 tr\u1ecb h\u01a1n, gi\u00fap gi\u1ea3m CPA v\u00e0 t\u0103ng t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i.<\/p>\n

Nh\u1edd c\u00f3 s\u1ef1 h\u1ee3p t\u00e1c c\u1ee7a ch\u00fang t\u00f4i v\u1edbi Google, ch\u00fang t\u00f4i \u0111\u00e3 tri\u1ec3n khai th\u00e0nh c\u00f4ng machine learning v\u00e0 th\u1ea5y \u0111\u01b0\u1ee3c gi\u00e1 tr\u1ecb c\u1ee7a n\u00f3 \u0111\u1ed1i v\u1edbi ho\u1ea1t \u0111\u1ed9ng kinh doanh. ED – Sheeny Liao, gi\u00e1m \u0111\u1ed1c marketing k\u1ef9 thu\u1eadt s\u1ed1, B\u1ed9 ph\u1eadn Dinh d\u01b0\u1ee1ng Tr\u1ebb em Nestl\u00e9 \u0110\u00e0i Loan.<\/p>\n

>>> Xem th\u00eam: C\u00e1ch \u0111\u1ecdc hi\u1ec3u c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 trong chi\u1ebfn d\u1ecbch digital marketing<\/a><\/p>\n

B\u1ecf m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5\u00a0last click \u0111\u1ec3 t\u0103ng chuy\u1ec3n \u0111\u1ed5i<\/h1>\n

Sau khi tri\u1ec3n khai DDA, c\u00e1c chi\u1ebfn d\u1ecbch marketing c\u1ee7a Nestl\u00e9 \u0110\u00e0i Loan \u0111\u00e3 th\u1ea5y t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng 19%, t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng 7% v\u00e0 gi\u1ea3m 10% chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i.\u00a0Quan tr\u1ecdng h\u01a1n, Nestl\u00e9 \u0110\u00e0i Loan \u0111\u00e3 c\u00f3 th\u1ec3 tho\u00e1t kh\u1ecfi t\u01b0 duy last-click, hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 con \u0111\u01b0\u1eddng chuy\u1ec3n \u0111\u1ed5i c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing t\u1ed1t h\u01a1n \u0111\u1ec3 t\u00ecm c\u01a1 h\u1ed9i chuy\u1ec3n \u0111\u1ed5i m\u1edbi cho B\u1ed9 ph\u1eadn Dinh d\u01b0\u1ee1ng Tr\u1ebb s\u01a1 sinh.<\/p>\n

Xu h\u01b0\u1edbng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111ang \u1edf trong t\u00ecnh tr\u1ea1ng thay \u0111\u1ed5i li\u00ean t\u1ee5c v\u00e0 c\u00e1c nh\u00e0 marketing ng\u00e0y nay ph\u1ea3i h\u1ecdc c\u00e1ch thu nh\u1eadn nh\u1eefng hi\u1ec3u bi\u1ebft c\u00f3 gi\u00e1 tr\u1ecb t\u1eeb c\u01a1n l\u0169 d\u1eef li\u1ec7u.\u00a0C\u00f3 th\u00f4ng tin ph\u00f9 h\u1ee3p cho ph\u00e9p c\u00e1c nh\u00e0 marketing \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t chi\u1ebfn d\u1ecbch m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c v\u00e0 hi\u1ec7u qu\u1ea3, v\u00e0 n\u1eafm b\u1eaft v\u00e0 th\u1eed nghi\u1ec7m c\u00e1c c\u00f4ng ngh\u1ec7 m\u1edbi c\u00f3 th\u1ec3 cho ph\u00e9p c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u1ea1o ra k\u1ebft qu\u1ea3 hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n

Theo : Alice Lee<\/p>\n

Tr\u01b0\u1edfng nh\u00f3m \u0110o l\u01b0\u1eddng v\u00e0 Ghi c\u00f4ng, Google H\u1ed3ng K\u00f4ng v\u00e0 \u0110\u00e0i Loan<\/p>\n

Ng\u00f4 Eleanor<\/p>\n

Gi\u00e1m \u0111\u1ed1c c\u00f4ng nghi\u1ec7p, CPG, Ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, Google \u0110\u00e0i Loan<\/p>\n

Ngu\u1ed3n: thinkwithgoogle.com<\/p>","protected":false},"excerpt":{"rendered":"

T\u1ea1i Ph\u00f2ng Dinh d\u01b0\u1ee1ng Tr\u1ebb em c\u1ee7a Nestl\u00e9 \u0110\u00e0i Loan, ph\u00e2n b\u1ed5 d\u1ef1a tr\u00ean d\u1eef li\u1ec7u \u0111ang \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 th\u00fac \u0111\u1ea9y s\u1ef1 gia t\u0103ng chung v\u1ec1 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i v\u00e0 \u0111\u1ec3 t\u0103ng t\u1ed5ng \u0111\u01a1n h\u00e0ng v\u00e0 doanh thu.\u00a0\u0110i\u1ec1u \u0111\u00f3 c\u0169ng gi\u00fap Nestl\u00e9 \u0110\u00e0i Loan hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 con \u0111\u01b0\u1eddng chuy\u1ec3n \u0111\u1ed5i […]<\/p>","protected":false},"author":4,"featured_media":5459,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[654],"class_list":["post-5458","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-case-study",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5458","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=5458"}],"version-history":[{"count":3,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5458\/revisions"}],"predecessor-version":[{"id":11340,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/5458\/revisions\/11340"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/5459"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=5458"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=5458"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=5458"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}