Ch\u1ecdn ch\u1ec9 s\u1ed1 n\u00e0o \u0111\u1ec3 \u0111o l\u01b0\u1eddng?<\/h1>\r\n
Ph\u1ea7n quan tr\u1ecdng nh\u1ea5t c\u1ee7a \u0111\u1eb7t KPIs l\u00e0 ch\u1ecdn ch\u1ec9 s\u1ed1 n\u00e0o \u0111\u1ec3 \u0111o l\u01b0\u1eddng. B\u1ea1n s\u1ebd th\u1ef1c s\u1ef1 kh\u00f4ng mu\u1ed1n ph\u1ea1m ph\u1ea3i sai l\u1ea7m \u1edf b\u01b0\u1edbc n\u00e0y, nh\u01b0ng \u0111\u1eebng lo, n\u00f3 th\u1ef1c s\u1ef1 \u0111\u01a1n gi\u1ea3n – ch\u1ec9 c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng b\u1ea1n \u0111o l\u01b0\u1eddng nh\u1eefng y\u1ebfu t\u1ed1 m\u00e0 s\u1ebd t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn c\u00e1c m\u1ee5c ti\u00eau m\u00e0 t\u1ed5 ch\u1ee9c h\u01b0\u1edbng t\u1edbi.<\/p>\r\n
Th\u01b0\u1eddng th\u00ec c\u00e1c KPIs li\u00ean k\u1ebft v\u1edbi m\u1ed9t chuy\u1ec3n \u0111\u1ed5i tr\u1ef1c tuy\u1ebfn. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh b\u1edfi b\u1ea5t c\u1ee9 t\u01b0\u01a1ng t\u00e1c tr\u1ef1c tuy\u1ebfn n\u00e0o m\u00e0 ng\u01b0\u1eddi d\u00f9ng th\u1ef1c hi\u1ec7n. \u0110i\u1ec1u \u0111\u00f3 ph\u1ee5 thu\u1ed9c v\u00e0o vi\u1ec7c b\u1ea1n x\u00e1c \u0111\u1ecbnh nh\u1eefng g\u00ec c\u1ea7n chuy\u1ec3n \u0111\u1ed5i ph\u1ee5 thu\u1ed9c v\u00e0o nh\u1eefng g\u00ec b\u1ea1n mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c. Theo nguy\u00ean t\u1eafc chung th\u00ec c\u00e1c chuy\u1ec3n \u0111\u1ed5i ph\u1ea3i c\u1ee5 th\u1ec3 v\u00e0 c\u00f3 l\u01b0\u1ee3ng \u0111\u00e1ng k\u1ec3.<\/p>\r\n
![\"X\u00e2y](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/xay-dung-cac-chi-so-kpi.jpg\")
X\u00e2y d\u1ef1ng KPIs<\/p><\/div>\r\n
B\u1ea1n n\u00ean \u0111o c\u00e1i g\u00ec?<\/h2>\r\n\r\n- S\u1ed1 li\u1ec7u c\u00f3 th\u1ec3 \u0111\u1ecbnh l\u01b0\u1ee3ng ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau c\u1ee7a t\u1ed5 ch\u1ee9c c\u1ee7a b\u1ea1n. \u0110\u00e2y th\u01b0\u1eddng s\u1ebd l\u00e0 b\u00e1n h\u00e0ng ho\u1eb7c kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. N\u1ebfu b\u1ea1n l\u00e0m vi\u1ec7c cho m\u1ed9t c\u00f4ng ty kh\u1edfi nghi\u1ec7p, c\u00f3 l\u1ebd qu\u00e1 s\u1edbm \u0111\u1ec3 \u0111o l\u01b0\u1eddng kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng nh\u01b0ng b\u1ea1n lu\u00f4n c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 ti\u1ebfp c\u1eadn v\u00e0 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c.<\/li>\r\n
- Ch\u1ec9 s\u1ed1 h\u00e0ng \u0111\u1ea7u. M\u1ed9t ch\u1ec9 s\u1ed1 h\u00e0ng \u0111\u1ea7u \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c nh\u00e0 kinh t\u1ebf \u0111\u1ec3 \u0111\u01b0a ra m\u1ed9t d\u1ea5u hi\u1ec7u cho th\u1ea5y n\u1ec1n kinh t\u1ebf \u0111ang \u0111i theo h\u01b0\u1edbng n\u00e0o. M\u1ed9t ch\u1ec9 s\u1ed1 h\u00e0ng \u0111\u1ea7u r\u1ea5t h\u1eefu \u00edch trong marketing v\u00ec n\u00f3 c\u00f3 th\u1ec3 cho th\u1ea5y r\u1eb1ng th\u1eddi gian v\u00e0 n\u1ed7 l\u1ef1c c\u1ee7a b\u1ea1n \u0111ang b\u1eaft \u0111\u1ea7u c\u00f3 t\u00e1c \u0111\u1ed9ng ngay c\u1ea3 khi n\u00f3 ch\u01b0a c\u00f3 k\u1ebft qu\u1ea3 quan tr\u1ecdng. V\u00ed d\u1ee5: b\u1ea1n c\u00f3 th\u1ec3 \u0111o xem c\u00f3 bao nhi\u00eau ng\u01b0\u1eddi \u0111\u00e3 d\u00e0nh h\u01a1n 3 ph\u00fat tr\u00ean trang web c\u1ee7a b\u1ea1n ngay c\u1ea3 khi h\u1ecd kh\u00f4ng \u0111i\u1ec1n v\u00e0o bi\u1ec3u m\u1eabu li\u00ean h\u1ec7.<\/li>\r\n<\/ul>\r\n
Nh\u1eefng g\u00ec b\u1ea1n kh\u00f4ng n\u00ean \u0111o<\/h2>\r\n\r\n- Nh\u1eefng \u0111i\u1ec1u b\u1ea1n kh\u00f4ng th\u1ec3 t\u00e1c \u0111\u1ed9ng. N\u1ebfu nh\u01b0 b\u1ea1n kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i n\u00f3, kh\u00f4ng c\u00f3 l\u00fd do g\u00ec \u0111\u1ec3 n\u00f3 tr\u1edf th\u00e0nh KPIs c\u1ee7a b\u1ea1n c\u1ea3.<\/li>\r\n
- S\u1ed1 li\u1ec7u ph\u00f9 phi\u1ebfm. V\u00ed d\u1ee5 kinh \u0111i\u1ec3n l\u00e0 gi\u00e1m \u0111\u1ed1c mu\u1ed1n trang web \u0111\u1ee9ng top 1 Google cho m\u1ed9t t\u1eeb kh\u00f3a kh\u00f4ng \u0111em l\u1ea1i m\u1ed9t ch\u00fat chuy\u1ec3n \u0111\u1ed5i n\u00e0o.<\/li>\r\n<\/ul>\r\n
C\u00e1ch \u0111\u1eb7t KPIs theo k\u00eanh c\u1ee5 th\u1ec3<\/h1>\r\n
M\u1ed9t s\u1ed1 KPIs ph\u1ea3i theo c\u00e1c k\u00eanh c\u1ee5 th\u1ec3 v\u00e0 s\u1ed1 kh\u00e1c th\u00ec ph\u1ea3i li\u00ean quan \u0111\u1ebfn m\u1ee5c ti\u00eau chung c\u1ee7a to\u00e0n doanh nghi\u1ec7p. Nhi\u1ec1u t\u1ed5 ch\u1ee9c s\u1ebd c\u1ea7n KPIs \u1edf c\u1ea3 2 d\u1ea1ng n\u00e0y \u0111\u1ec3 \u0111o l\u01b0\u1eddng c\u1ea3 hi\u1ec7u su\u1ea5t k\u00eanh v\u00e0 t\u00e1c \u0111\u1ed9ng c\u1ee7a n\u00f3 t\u1edbi doanh nghi\u1ec7p. \u1ede c\u00e1c t\u1ed5 ch\u1ee9c l\u1edbn h\u01a1n, nh\u1eefng c\u00e1 nh\u00e2n kh\u00e1c nhau hay nh\u1eefng nh\u00f3m kh\u00e1c nhau c\u00f3 th\u1ec3 ch\u1ea1y nh\u1eefng k\u00eanh kh\u00e1c nhau, do \u0111\u00f3 c\u00e1c k\u00eanh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng m\u1ed9t c\u00e1ch ri\u00eang bi\u1ec7t.<\/p>\r\n
D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 cho KPIs cho m\u1ed9t trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1eadp trung v\u00e0o chuy\u1ec3n \u0111\u1ed5i v\u00e0 doanh s\u1ed1.<\/p>\r\n
![\"KPIs](\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\")
KPIs cho web th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/p><\/div>\r\n
Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh \u0111\u1ec1u c\u00f3 chung ch\u1ec9 s\u1ed1 h\u00e0ng \u0111\u1ea7u (Primary KPI). \u0110i\u1ec1u n\u00e0y l\u00e0 do, trong v\u00ed d\u1ee5 n\u00e0y, kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh \u0111\u1ec1u c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh thu \/ chuy\u1ec3n \u0111\u1ed5i.<\/p>\r\n
Trong v\u00ed d\u1ee5 tr\u00ean, KPI ch\u00ednh cho PPC – pay per click<\/a> l\u00e0 chi ph\u00ed cho m\u1ed7i l\u1ea7n mua thay v\u00ec doanh thu v\u00ec doanh thu s\u1ebd ch\u1ec9 cho ch\u00fang ta m\u1ed9t ph\u1ea7n c\u1ee7a b\u1ee9c tranh. B\u1ea5t k\u1ef3 thay \u0111\u1ed5i l\u1edbn n\u00e0o trong ng\u00e2n s\u00e1ch PPC s\u1ebd c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn doanh thu nh\u01b0ng \u0111i\u1ec1u n\u00e0y s\u1ebd kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u cho th\u1ea5y ho\u1ea1t \u0111\u1ed9ng c\u1ee7a PPC \u0111ang di\u1ec5n ra t\u1ed1t \u0111\u1eb9p. T\u1ed1t h\u01a1n h\u1ebft l\u00e0 \u0111o l\u01b0\u1eddng chi ph\u00ed cho m\u1ed7i l\u1ea7n mua v\u00ec \u0111i\u1ec1u n\u00e0y s\u1ebd thay \u0111\u1ed5i ng\u00e2n s\u00e1ch kh\u1ecfi t\u00ednh to\u00e1n.<\/p>\r\nXem th\u00eam>> Chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng mua l\u1ea1i (CAC) so v\u1edbi gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (CLV)<\/a><\/strong><\/p>\r\nThi\u1ebft l\u1eadp ng\u00e2n s\u00e1ch cho KPIs<\/h1>\r\n
KPIs th\u01b0\u1eddng ho\u00e0n to\u00e0n ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e2n s\u00e1ch cho n\u00f3. Th\u01b0\u1eddng th\u00ec kh\u00e1ch h\u00e0ng hay s\u1ebfp c\u1ee7a b\u1ea1n s\u1ebd \u0111\u01b0a ra c\u00e1c KPI m\u00e0 h\u1ecd mu\u1ed1n v\u00e0 \u0111\u01b0a ra m\u1ee9c ng\u00e2n s\u00e1ch m\u00e0 h\u1ecd c\u00f3 th\u1ec3 chi tr\u1ea3. \u0110i\u1ec1u n\u00e0y c\u00f3 l\u1ebd kh\u00f4ng th\u1ef1c t\u1ebf cho l\u1eafm b\u1edfi v\u00ec KPI c\u1ea7n \u0111\u01b0\u1ee3c r\u00fat ra t\u1eeb th\u1ef1c t\u1ebf.<\/p>\r\n
M\u1ed9t v\u00ed d\u1ee5:<\/p>\r\n
S\u1ebfp c\u1ee7a b\u1ea1n y\u00eau c\u1ea7u 20 chuy\u1ec3n \u0111\u1ed5i v\u1edbi chi ti\u00eau \u00a3 500 nh\u01b0ng t\u1eeb kh\u00f3a m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n c\u00f3 gi\u00e1 \u00a3 5 m\u1ed9t l\u1ea7n nh\u1ea5p v\u00e0 trang web c\u00f3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 4%.<\/p>\r\n
500 [\u00a3 chi] \u00f7 5 [\u00a3 CPC] = 100 [l\u01b0\u1ee3t truy c\u1eadp] x 0,04 [t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 4%] = 4 [chuy\u1ec3n \u0111\u1ed5i]<\/p>\r\n
Trong t\u00ecnh hu\u1ed1ng n\u00e0y, b\u1ea1n s\u1ebd \u0111\u1eb7t KPI kho\u1ea3ng 4 chuy\u1ec3n \u0111\u1ed5i cho chi ti\u00eau n\u00e0y v\u00e0 sau \u0111\u00f3 gi\u1ea3i th\u00edch nh\u1eefng g\u00ec b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m \u0111\u1ec3 gi\u1ea3m chi ph\u00ed m\u1ed7i l\u1ea7n nh\u1ea5p v\u00e0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng l\u00ean. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1eb7t KPI tham v\u1ecdng h\u01a1n m\u1ed9t ch\u00fat d\u1ef1a tr\u00ean kinh nghi\u1ec7m c\u1ee7a m\u00ecnh v\u00e0 c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1c chi\u1ebfn d\u1ecbch tr\u01b0\u1edbc \u0111\u00f3. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 h\u1ecfi s\u1ebfp c\u1ee7a m\u00ecnh xem h\u1ecd c\u00f3 s\u1eb5n s\u00e0ng t\u0103ng chi ti\u00eau l\u00ean 2.500 b\u1ea3ng \u0111\u1ec3 mang l\u1ea1i 20 chuy\u1ec3n \u0111\u1ed5i m\u00e0 h\u1ecd y\u00eau c\u1ea7u ban \u0111\u1ea7u kh\u00f4ng.<\/p>\r\n
SMART cho KPIs c\u1ee7a b\u1ea1n<\/h1>\r\n
KPIs v\u00e0 c\u00e1c m\u1ee5c ti\u00eau chung c\u1ea7n t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi li\u00ean quan c\u00f3 th\u1ec3 n\u1eafm r\u00f5. V\u00ec v\u1eady, c\u00e1c KPIs c\u1ea7n tu\u00e2n theo m\u00f4 h\u00ecnh SMART<\/a><\/strong>:<\/p>\r\n\r\n- Specific (c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh)<\/li>\r\n
- Measurable (\u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c)<\/li>\r\n
- Achievievable (c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c)<\/li>\r\n
- Relevant (li\u00ean quan)<\/li>\r\n
- Time-bound (th\u1eddi gian)<\/li>\r\n<\/ul>\r\n
Xem th\u00eam>>\u00a0 S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Marketing objectives, Marketing goals v\u00e0 c\u00e1c lo\u1ea1i m\u1ee5c ti\u00eau kh\u00e1c\u00a0<\/a><\/strong><\/p>\r\nL\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u00e0m ph\u00e1n khi \u0111\u01b0a ra KPIs<\/h1>\r\n
Thi\u1ebft l\u1eadp v\u00e0 \u0111\u1ed3ng \u00fd v\u1edbi KPI \u0111\u00f4i khi c\u00f3 th\u1ec3 y\u00eau c\u1ea7u m\u1ed9t s\u1ed1 k\u1ef9 n\u0103ng \u0111\u00e0m ph\u00e1n. Gi\u1ed1ng nh\u01b0 h\u1ea7u h\u1ebft c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n, b\u1ea1n s\u1ebd c\u1ea7n h\u1ecdc c\u00e1ch gi\u1eef b\u00ecnh t\u0129nh. C\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1ed3ng \u00fd v\u1edbi m\u1ed9t con s\u1ed1 m\u00e0 b\u1ea1n kh\u00f4ng ngh\u0129 r\u1eb1ng m\u00ecnh s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ec3 r\u1ed3i k\u1ebft th\u00fac m\u1ed9t cu\u1ed9c tr\u00f2 chuy\u1ec7n kh\u00f3 x\u1eed v\u00e0 ti\u1ebfp t\u1ee5c l\u00e0m vi\u1ec7c nh\u01b0ng \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch h\u00e0nh \u0111\u1ed9ng t\u1ed1t nh\u1ea5t.<\/p>\r\n
Ng\u01b0\u1eddi m\u00e0 b\u1ea1n \u0111ang \u0111\u00e0m ph\u00e1n c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y b\u1ea1n th\u1ef1c hi\u1ec7n KPI, do \u0111\u00f3 b\u1ea1n s\u1ebd c\u1ea7n ph\u1ea3i chu\u1ea9n b\u1ecb. Trong cu\u1ed1n s\u00e1ch ‘Getting to Yes: Negotiating Agreement Without Giving In” c\u1ee7a Roger Fisher v\u00e0 William L. Ury, h\u1ecd \u0111\u1ec1 ngh\u1ecb r\u1eb1ng vi\u1ec7c th\u00eam m\u1ed9t nh\u00e2n t\u1ed1 m\u1edbi c\u00f3 th\u1ec3 gi\u00fap ph\u00e1 v\u1ee1 b\u1ebf t\u1eafc trong c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n. Thay v\u00ec c\u1ea3 hai b\u00ean c\u1ed1 g\u1eafng di chuy\u1ec3n m\u1ed9t con s\u1ed1 l\u00ean ho\u1eb7c xu\u1ed1ng, b\u1ea1n c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u m\u1ed9t y\u1ebfu t\u1ed1 m\u1edbi m\u00e0 c\u1ea3 hai b\u1ea1n c\u00f3 th\u1ec3 c\u00f3 xu h\u01b0\u1edbng \u0111i\u1ec1u ch\u1ec9nh nhi\u1ec1u h\u01a1n.<\/p>\r\n
Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t ng\u00e2n s\u00e1ch cao h\u01a1n hay th\u1eddi gian d\u00e0i h\u01a1n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPIs ban \u0111\u1ea7u.<\/p>\r\n
\u0110o l\u01b0\u1eddng ti\u1ebfn \u0111\u1ed9<\/h1>\r\n
S\u1eed d\u1ee5ng m\u00f4 h\u00ecnh SMART, t\u1ea5t c\u1ea3 c\u00e1c KPI chi\u1ebfn d\u1ecbch digital marketing c\u1ee7a b\u1ea1n s\u1ebd b\u1ecb r\u00e0ng bu\u1ed9c theo th\u1eddi gian \u0111\u1ec3 b\u1ea1n s\u1ebd bi\u1ebft nh\u1eefng g\u00ec b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 khi n\u00e0o. B\u1ea1n c\u0169ng s\u1ebd c\u00f3 th\u1ec3 th\u1ea5y b\u1ea1n \u0111ang ti\u1ebfn tri\u1ec3n t\u1ed1t nh\u01b0 th\u1ebf n\u00e0o tr\u01b0\u1edbc khi KPI th\u1ef1c s\u1ef1 \u0111\u1ebfn h\u1ea1n. N\u1ebfu b\u1ea1n kh\u00f4ng ngh\u0129 r\u1eb1ng b\u1ea1n s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPI c\u1ee7a m\u00ecnh, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean cho s\u1ebfp hay kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u0111\u1ec3 h\u1ecd kh\u00f4ng g\u1eb7p ph\u1ea3i kh\u00f3 ch\u1ecbu b\u1ea5t ng\u1edd v\u00e0o th\u1eddi kh\u1eafc cu\u1ed1i c\u00f9ng.<\/p>\r\n
Nh\u01b0 b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u c\u1ea7n xem x\u00e9t khi thi\u1ebft l\u1eadp KPI cho chi\u1ebfn d\u1ecbch digitak marketing c\u1ee7a b\u1ea1n nh\u01b0ng d\u00e0nh th\u1eddi gian l\u00ean k\u1ebf ho\u1ea1ch tr\u01b0\u1edbc l\u00e0 m\u1ed9t \u0111i\u1ec1u n\u00ean l\u00e0m. C\u00f3 th\u1ec3 ch\u1ecdn KPI ph\u00f9 h\u1ee3p l\u00e0 m\u1ed9t k\u1ef9 n\u0103ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c marketer v\u00e0 c\u1ea7n c\u00f3 m\u1ed9t s\u1ed1 th\u1ef1c h\u00e0nh \u0111\u1ec3 ho\u00e0n thi\u1ec7n. B\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng l\u00e0m \u0111\u00fang nh\u01b0ng d\u00e0nh th\u1eddi gian \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n nh\u1eefng g\u00ec b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 sau \u0111\u00f3 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t c\u1ee7a b\u1ea1n s\u1ebd gi\u00fap b\u1ea1n ph\u00e1t tri\u1ec3n t\u1ed1t h\u01a1n.<\/p>\r\n
N\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y h\u01a1i m\u00f4ng lung khi \u0111\u1ecdc hi\u1ec3u nh\u1eefng ch\u1ec9 s\u1ed1 tr\u00ean th\u00ec \u0111\u1eebng lo l\u1eafng, \u0111\u00f3 l\u00e0 \u0111i\u1ec1u b\u00ecnh th\u01b0\u1eddng marketer c\u1ea7n ph\u1ea3i th\u1ef1c h\u00e0nh m\u1edbi c\u00f3 th\u1ec3 hi\u1ec3u v\u00e0 th\u1ef1c h\u00e0nh, r\u00e8n luy\u1ec7n nhi\u1ec1u s\u1ebd t\u1ea1o th\u00e0nh k\u1ef9 n\u0103ng.<\/p>\r\n
N\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y m\u00ecnh kh\u00f3 m\u00e0 v\u1eadn d\u1ee5ng nh\u1eefng ki\u1ebfn th\u1ee9c l\u00fd thuy\u1ebft tr\u00ean v\u00e0o c\u00f4ng vi\u1ec7c th\u1ef1c ti\u1ec5n nh\u01b0 l\u00ean k\u1ebf ho\u1ea1ch, \u0111\u1ecdc c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch v\u00e0 t\u1ed1i \u01b0u h\u00f3a k\u00eanh th\u00ec xem ngay l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch trong digital marketing<\/a><\/strong><\/p>\r\nNgu\u1ed3n: Smart Insights<\/p>\r\n\r\n
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Nh\u1eefng g\u00ec b\u1ea1n kh\u00f4ng n\u00ean \u0111o<\/h2>\r\n\r\n- Nh\u1eefng \u0111i\u1ec1u b\u1ea1n kh\u00f4ng th\u1ec3 t\u00e1c \u0111\u1ed9ng. N\u1ebfu nh\u01b0 b\u1ea1n kh\u00f4ng th\u1ec3 thay \u0111\u1ed5i n\u00f3, kh\u00f4ng c\u00f3 l\u00fd do g\u00ec \u0111\u1ec3 n\u00f3 tr\u1edf th\u00e0nh KPIs c\u1ee7a b\u1ea1n c\u1ea3.<\/li>\r\n
- S\u1ed1 li\u1ec7u ph\u00f9 phi\u1ebfm. V\u00ed d\u1ee5 kinh \u0111i\u1ec3n l\u00e0 gi\u00e1m \u0111\u1ed1c mu\u1ed1n trang web \u0111\u1ee9ng top 1 Google cho m\u1ed9t t\u1eeb kh\u00f3a kh\u00f4ng \u0111em l\u1ea1i m\u1ed9t ch\u00fat chuy\u1ec3n \u0111\u1ed5i n\u00e0o.<\/li>\r\n<\/ul>\r\n
C\u00e1ch \u0111\u1eb7t KPIs theo k\u00eanh c\u1ee5 th\u1ec3<\/h1>\r\n
M\u1ed9t s\u1ed1 KPIs ph\u1ea3i theo c\u00e1c k\u00eanh c\u1ee5 th\u1ec3 v\u00e0 s\u1ed1 kh\u00e1c th\u00ec ph\u1ea3i li\u00ean quan \u0111\u1ebfn m\u1ee5c ti\u00eau chung c\u1ee7a to\u00e0n doanh nghi\u1ec7p. Nhi\u1ec1u t\u1ed5 ch\u1ee9c s\u1ebd c\u1ea7n KPIs \u1edf c\u1ea3 2 d\u1ea1ng n\u00e0y \u0111\u1ec3 \u0111o l\u01b0\u1eddng c\u1ea3 hi\u1ec7u su\u1ea5t k\u00eanh v\u00e0 t\u00e1c \u0111\u1ed9ng c\u1ee7a n\u00f3 t\u1edbi doanh nghi\u1ec7p. \u1ede c\u00e1c t\u1ed5 ch\u1ee9c l\u1edbn h\u01a1n, nh\u1eefng c\u00e1 nh\u00e2n kh\u00e1c nhau hay nh\u1eefng nh\u00f3m kh\u00e1c nhau c\u00f3 th\u1ec3 ch\u1ea1y nh\u1eefng k\u00eanh kh\u00e1c nhau, do \u0111\u00f3 c\u00e1c k\u00eanh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng m\u1ed9t c\u00e1ch ri\u00eang bi\u1ec7t.<\/p>\r\n
D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 cho KPIs cho m\u1ed9t trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1eadp trung v\u00e0o chuy\u1ec3n \u0111\u1ed5i v\u00e0 doanh s\u1ed1.<\/p>\r\n
KPIs cho web th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/p><\/div>\r\n
Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh \u0111\u1ec1u c\u00f3 chung ch\u1ec9 s\u1ed1 h\u00e0ng \u0111\u1ea7u (Primary KPI). \u0110i\u1ec1u n\u00e0y l\u00e0 do, trong v\u00ed d\u1ee5 n\u00e0y, kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh \u0111\u1ec1u c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh thu \/ chuy\u1ec3n \u0111\u1ed5i.<\/p>\r\n
Trong v\u00ed d\u1ee5 tr\u00ean, KPI ch\u00ednh cho PPC – pay per click<\/a> l\u00e0 chi ph\u00ed cho m\u1ed7i l\u1ea7n mua thay v\u00ec doanh thu v\u00ec doanh thu s\u1ebd ch\u1ec9 cho ch\u00fang ta m\u1ed9t ph\u1ea7n c\u1ee7a b\u1ee9c tranh. B\u1ea5t k\u1ef3 thay \u0111\u1ed5i l\u1edbn n\u00e0o trong ng\u00e2n s\u00e1ch PPC s\u1ebd c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn doanh thu nh\u01b0ng \u0111i\u1ec1u n\u00e0y s\u1ebd kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u cho th\u1ea5y ho\u1ea1t \u0111\u1ed9ng c\u1ee7a PPC \u0111ang di\u1ec5n ra t\u1ed1t \u0111\u1eb9p. T\u1ed1t h\u01a1n h\u1ebft l\u00e0 \u0111o l\u01b0\u1eddng chi ph\u00ed cho m\u1ed7i l\u1ea7n mua v\u00ec \u0111i\u1ec1u n\u00e0y s\u1ebd thay \u0111\u1ed5i ng\u00e2n s\u00e1ch kh\u1ecfi t\u00ednh to\u00e1n.<\/p>\r\nXem th\u00eam>> Chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng mua l\u1ea1i (CAC) so v\u1edbi gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (CLV)<\/a><\/strong><\/p>\r\nThi\u1ebft l\u1eadp ng\u00e2n s\u00e1ch cho KPIs<\/h1>\r\n
KPIs th\u01b0\u1eddng ho\u00e0n to\u00e0n ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e2n s\u00e1ch cho n\u00f3. Th\u01b0\u1eddng th\u00ec kh\u00e1ch h\u00e0ng hay s\u1ebfp c\u1ee7a b\u1ea1n s\u1ebd \u0111\u01b0a ra c\u00e1c KPI m\u00e0 h\u1ecd mu\u1ed1n v\u00e0 \u0111\u01b0a ra m\u1ee9c ng\u00e2n s\u00e1ch m\u00e0 h\u1ecd c\u00f3 th\u1ec3 chi tr\u1ea3. \u0110i\u1ec1u n\u00e0y c\u00f3 l\u1ebd kh\u00f4ng th\u1ef1c t\u1ebf cho l\u1eafm b\u1edfi v\u00ec KPI c\u1ea7n \u0111\u01b0\u1ee3c r\u00fat ra t\u1eeb th\u1ef1c t\u1ebf.<\/p>\r\n
M\u1ed9t v\u00ed d\u1ee5:<\/p>\r\n
S\u1ebfp c\u1ee7a b\u1ea1n y\u00eau c\u1ea7u 20 chuy\u1ec3n \u0111\u1ed5i v\u1edbi chi ti\u00eau \u00a3 500 nh\u01b0ng t\u1eeb kh\u00f3a m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n c\u00f3 gi\u00e1 \u00a3 5 m\u1ed9t l\u1ea7n nh\u1ea5p v\u00e0 trang web c\u00f3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 4%.<\/p>\r\n
500 [\u00a3 chi] \u00f7 5 [\u00a3 CPC] = 100 [l\u01b0\u1ee3t truy c\u1eadp] x 0,04 [t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 4%] = 4 [chuy\u1ec3n \u0111\u1ed5i]<\/p>\r\n
Trong t\u00ecnh hu\u1ed1ng n\u00e0y, b\u1ea1n s\u1ebd \u0111\u1eb7t KPI kho\u1ea3ng 4 chuy\u1ec3n \u0111\u1ed5i cho chi ti\u00eau n\u00e0y v\u00e0 sau \u0111\u00f3 gi\u1ea3i th\u00edch nh\u1eefng g\u00ec b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m \u0111\u1ec3 gi\u1ea3m chi ph\u00ed m\u1ed7i l\u1ea7n nh\u1ea5p v\u00e0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng l\u00ean. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1eb7t KPI tham v\u1ecdng h\u01a1n m\u1ed9t ch\u00fat d\u1ef1a tr\u00ean kinh nghi\u1ec7m c\u1ee7a m\u00ecnh v\u00e0 c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1c chi\u1ebfn d\u1ecbch tr\u01b0\u1edbc \u0111\u00f3. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 h\u1ecfi s\u1ebfp c\u1ee7a m\u00ecnh xem h\u1ecd c\u00f3 s\u1eb5n s\u00e0ng t\u0103ng chi ti\u00eau l\u00ean 2.500 b\u1ea3ng \u0111\u1ec3 mang l\u1ea1i 20 chuy\u1ec3n \u0111\u1ed5i m\u00e0 h\u1ecd y\u00eau c\u1ea7u ban \u0111\u1ea7u kh\u00f4ng.<\/p>\r\n
SMART cho KPIs c\u1ee7a b\u1ea1n<\/h1>\r\n
KPIs v\u00e0 c\u00e1c m\u1ee5c ti\u00eau chung c\u1ea7n t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi li\u00ean quan c\u00f3 th\u1ec3 n\u1eafm r\u00f5. V\u00ec v\u1eady, c\u00e1c KPIs c\u1ea7n tu\u00e2n theo m\u00f4 h\u00ecnh SMART<\/a><\/strong>:<\/p>\r\n\r\n- Specific (c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh)<\/li>\r\n
- Measurable (\u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c)<\/li>\r\n
- Achievievable (c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c)<\/li>\r\n
- Relevant (li\u00ean quan)<\/li>\r\n
- Time-bound (th\u1eddi gian)<\/li>\r\n<\/ul>\r\n
Xem th\u00eam>>\u00a0 S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Marketing objectives, Marketing goals v\u00e0 c\u00e1c lo\u1ea1i m\u1ee5c ti\u00eau kh\u00e1c\u00a0<\/a><\/strong><\/p>\r\nL\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u00e0m ph\u00e1n khi \u0111\u01b0a ra KPIs<\/h1>\r\n
Thi\u1ebft l\u1eadp v\u00e0 \u0111\u1ed3ng \u00fd v\u1edbi KPI \u0111\u00f4i khi c\u00f3 th\u1ec3 y\u00eau c\u1ea7u m\u1ed9t s\u1ed1 k\u1ef9 n\u0103ng \u0111\u00e0m ph\u00e1n. Gi\u1ed1ng nh\u01b0 h\u1ea7u h\u1ebft c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n, b\u1ea1n s\u1ebd c\u1ea7n h\u1ecdc c\u00e1ch gi\u1eef b\u00ecnh t\u0129nh. C\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1ed3ng \u00fd v\u1edbi m\u1ed9t con s\u1ed1 m\u00e0 b\u1ea1n kh\u00f4ng ngh\u0129 r\u1eb1ng m\u00ecnh s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ec3 r\u1ed3i k\u1ebft th\u00fac m\u1ed9t cu\u1ed9c tr\u00f2 chuy\u1ec7n kh\u00f3 x\u1eed v\u00e0 ti\u1ebfp t\u1ee5c l\u00e0m vi\u1ec7c nh\u01b0ng \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch h\u00e0nh \u0111\u1ed9ng t\u1ed1t nh\u1ea5t.<\/p>\r\n
Ng\u01b0\u1eddi m\u00e0 b\u1ea1n \u0111ang \u0111\u00e0m ph\u00e1n c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y b\u1ea1n th\u1ef1c hi\u1ec7n KPI, do \u0111\u00f3 b\u1ea1n s\u1ebd c\u1ea7n ph\u1ea3i chu\u1ea9n b\u1ecb. Trong cu\u1ed1n s\u00e1ch ‘Getting to Yes: Negotiating Agreement Without Giving In” c\u1ee7a Roger Fisher v\u00e0 William L. Ury, h\u1ecd \u0111\u1ec1 ngh\u1ecb r\u1eb1ng vi\u1ec7c th\u00eam m\u1ed9t nh\u00e2n t\u1ed1 m\u1edbi c\u00f3 th\u1ec3 gi\u00fap ph\u00e1 v\u1ee1 b\u1ebf t\u1eafc trong c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n. Thay v\u00ec c\u1ea3 hai b\u00ean c\u1ed1 g\u1eafng di chuy\u1ec3n m\u1ed9t con s\u1ed1 l\u00ean ho\u1eb7c xu\u1ed1ng, b\u1ea1n c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u m\u1ed9t y\u1ebfu t\u1ed1 m\u1edbi m\u00e0 c\u1ea3 hai b\u1ea1n c\u00f3 th\u1ec3 c\u00f3 xu h\u01b0\u1edbng \u0111i\u1ec1u ch\u1ec9nh nhi\u1ec1u h\u01a1n.<\/p>\r\n
Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t ng\u00e2n s\u00e1ch cao h\u01a1n hay th\u1eddi gian d\u00e0i h\u01a1n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPIs ban \u0111\u1ea7u.<\/p>\r\n
\u0110o l\u01b0\u1eddng ti\u1ebfn \u0111\u1ed9<\/h1>\r\n
S\u1eed d\u1ee5ng m\u00f4 h\u00ecnh SMART, t\u1ea5t c\u1ea3 c\u00e1c KPI chi\u1ebfn d\u1ecbch digital marketing c\u1ee7a b\u1ea1n s\u1ebd b\u1ecb r\u00e0ng bu\u1ed9c theo th\u1eddi gian \u0111\u1ec3 b\u1ea1n s\u1ebd bi\u1ebft nh\u1eefng g\u00ec b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 khi n\u00e0o. B\u1ea1n c\u0169ng s\u1ebd c\u00f3 th\u1ec3 th\u1ea5y b\u1ea1n \u0111ang ti\u1ebfn tri\u1ec3n t\u1ed1t nh\u01b0 th\u1ebf n\u00e0o tr\u01b0\u1edbc khi KPI th\u1ef1c s\u1ef1 \u0111\u1ebfn h\u1ea1n. N\u1ebfu b\u1ea1n kh\u00f4ng ngh\u0129 r\u1eb1ng b\u1ea1n s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPI c\u1ee7a m\u00ecnh, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean cho s\u1ebfp hay kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u0111\u1ec3 h\u1ecd kh\u00f4ng g\u1eb7p ph\u1ea3i kh\u00f3 ch\u1ecbu b\u1ea5t ng\u1edd v\u00e0o th\u1eddi kh\u1eafc cu\u1ed1i c\u00f9ng.<\/p>\r\n
Nh\u01b0 b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u c\u1ea7n xem x\u00e9t khi thi\u1ebft l\u1eadp KPI cho chi\u1ebfn d\u1ecbch digitak marketing c\u1ee7a b\u1ea1n nh\u01b0ng d\u00e0nh th\u1eddi gian l\u00ean k\u1ebf ho\u1ea1ch tr\u01b0\u1edbc l\u00e0 m\u1ed9t \u0111i\u1ec1u n\u00ean l\u00e0m. C\u00f3 th\u1ec3 ch\u1ecdn KPI ph\u00f9 h\u1ee3p l\u00e0 m\u1ed9t k\u1ef9 n\u0103ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c marketer v\u00e0 c\u1ea7n c\u00f3 m\u1ed9t s\u1ed1 th\u1ef1c h\u00e0nh \u0111\u1ec3 ho\u00e0n thi\u1ec7n. B\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng l\u00e0m \u0111\u00fang nh\u01b0ng d\u00e0nh th\u1eddi gian \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n nh\u1eefng g\u00ec b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 sau \u0111\u00f3 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t c\u1ee7a b\u1ea1n s\u1ebd gi\u00fap b\u1ea1n ph\u00e1t tri\u1ec3n t\u1ed1t h\u01a1n.<\/p>\r\n
N\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y h\u01a1i m\u00f4ng lung khi \u0111\u1ecdc hi\u1ec3u nh\u1eefng ch\u1ec9 s\u1ed1 tr\u00ean th\u00ec \u0111\u1eebng lo l\u1eafng, \u0111\u00f3 l\u00e0 \u0111i\u1ec1u b\u00ecnh th\u01b0\u1eddng marketer c\u1ea7n ph\u1ea3i th\u1ef1c h\u00e0nh m\u1edbi c\u00f3 th\u1ec3 hi\u1ec3u v\u00e0 th\u1ef1c h\u00e0nh, r\u00e8n luy\u1ec7n nhi\u1ec1u s\u1ebd t\u1ea1o th\u00e0nh k\u1ef9 n\u0103ng.<\/p>\r\n
N\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y m\u00ecnh kh\u00f3 m\u00e0 v\u1eadn d\u1ee5ng nh\u1eefng ki\u1ebfn th\u1ee9c l\u00fd thuy\u1ebft tr\u00ean v\u00e0o c\u00f4ng vi\u1ec7c th\u1ef1c ti\u1ec5n nh\u01b0 l\u00ean k\u1ebf ho\u1ea1ch, \u0111\u1ecdc c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch v\u00e0 t\u1ed1i \u01b0u h\u00f3a k\u00eanh th\u00ec xem ngay l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch trong digital marketing<\/a><\/strong><\/p>\r\nNgu\u1ed3n: Smart Insights<\/p>\r\n\r\n
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C\u00e1ch \u0111\u1eb7t KPIs theo k\u00eanh c\u1ee5 th\u1ec3<\/h1>\r\n
M\u1ed9t s\u1ed1 KPIs ph\u1ea3i theo c\u00e1c k\u00eanh c\u1ee5 th\u1ec3 v\u00e0 s\u1ed1 kh\u00e1c th\u00ec ph\u1ea3i li\u00ean quan \u0111\u1ebfn m\u1ee5c ti\u00eau chung c\u1ee7a to\u00e0n doanh nghi\u1ec7p. Nhi\u1ec1u t\u1ed5 ch\u1ee9c s\u1ebd c\u1ea7n KPIs \u1edf c\u1ea3 2 d\u1ea1ng n\u00e0y \u0111\u1ec3 \u0111o l\u01b0\u1eddng c\u1ea3 hi\u1ec7u su\u1ea5t k\u00eanh v\u00e0 t\u00e1c \u0111\u1ed9ng c\u1ee7a n\u00f3 t\u1edbi doanh nghi\u1ec7p. \u1ede c\u00e1c t\u1ed5 ch\u1ee9c l\u1edbn h\u01a1n, nh\u1eefng c\u00e1 nh\u00e2n kh\u00e1c nhau hay nh\u1eefng nh\u00f3m kh\u00e1c nhau c\u00f3 th\u1ec3 ch\u1ea1y nh\u1eefng k\u00eanh kh\u00e1c nhau, do \u0111\u00f3 c\u00e1c k\u00eanh c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng m\u1ed9t c\u00e1ch ri\u00eang bi\u1ec7t.<\/p>\r\n
D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 cho KPIs cho m\u1ed9t trang th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed t\u1eadp trung v\u00e0o chuy\u1ec3n \u0111\u1ed5i v\u00e0 doanh s\u1ed1.<\/p>\r\n
![\"KPIs](\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/09\/digital-marketing-kpis.png\")
KPIs cho web th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed<\/p><\/div>\r\n
Kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh \u0111\u1ec1u c\u00f3 chung ch\u1ec9 s\u1ed1 h\u00e0ng \u0111\u1ea7u (Primary KPI). \u0110i\u1ec1u n\u00e0y l\u00e0 do, trong v\u00ed d\u1ee5 n\u00e0y, kh\u00f4ng ph\u1ea3i t\u1ea5t c\u1ea3 c\u00e1c k\u00eanh \u0111\u1ec1u c\u00f3 th\u1ec3 c\u00f3 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn doanh thu \/ chuy\u1ec3n \u0111\u1ed5i.<\/p>\r\n
Trong v\u00ed d\u1ee5 tr\u00ean, KPI ch\u00ednh cho PPC – pay per click<\/a> l\u00e0 chi ph\u00ed cho m\u1ed7i l\u1ea7n mua thay v\u00ec doanh thu v\u00ec doanh thu s\u1ebd ch\u1ec9 cho ch\u00fang ta m\u1ed9t ph\u1ea7n c\u1ee7a b\u1ee9c tranh. B\u1ea5t k\u1ef3 thay \u0111\u1ed5i l\u1edbn n\u00e0o trong ng\u00e2n s\u00e1ch PPC s\u1ebd c\u00f3 t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn doanh thu nh\u01b0ng \u0111i\u1ec1u n\u00e0y s\u1ebd kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u cho th\u1ea5y ho\u1ea1t \u0111\u1ed9ng c\u1ee7a PPC \u0111ang di\u1ec5n ra t\u1ed1t \u0111\u1eb9p. T\u1ed1t h\u01a1n h\u1ebft l\u00e0 \u0111o l\u01b0\u1eddng chi ph\u00ed cho m\u1ed7i l\u1ea7n mua v\u00ec \u0111i\u1ec1u n\u00e0y s\u1ebd thay \u0111\u1ed5i ng\u00e2n s\u00e1ch kh\u1ecfi t\u00ednh to\u00e1n.<\/p>\r\n Xem th\u00eam>> Chi ph\u00ed thu h\u00fat kh\u00e1ch h\u00e0ng mua l\u1ea1i (CAC) so v\u1edbi gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (CLV)<\/a><\/strong><\/p>\r\n KPIs th\u01b0\u1eddng ho\u00e0n to\u00e0n ph\u1ee5 thu\u1ed9c v\u00e0o ng\u00e2n s\u00e1ch cho n\u00f3. Th\u01b0\u1eddng th\u00ec kh\u00e1ch h\u00e0ng hay s\u1ebfp c\u1ee7a b\u1ea1n s\u1ebd \u0111\u01b0a ra c\u00e1c KPI m\u00e0 h\u1ecd mu\u1ed1n v\u00e0 \u0111\u01b0a ra m\u1ee9c ng\u00e2n s\u00e1ch m\u00e0 h\u1ecd c\u00f3 th\u1ec3 chi tr\u1ea3. \u0110i\u1ec1u n\u00e0y c\u00f3 l\u1ebd kh\u00f4ng th\u1ef1c t\u1ebf cho l\u1eafm b\u1edfi v\u00ec KPI c\u1ea7n \u0111\u01b0\u1ee3c r\u00fat ra t\u1eeb th\u1ef1c t\u1ebf.<\/p>\r\n M\u1ed9t v\u00ed d\u1ee5:<\/p>\r\n S\u1ebfp c\u1ee7a b\u1ea1n y\u00eau c\u1ea7u 20 chuy\u1ec3n \u0111\u1ed5i v\u1edbi chi ti\u00eau \u00a3 500 nh\u01b0ng t\u1eeb kh\u00f3a m\u1ee5c ti\u00eau c\u1ee7a b\u1ea1n c\u00f3 gi\u00e1 \u00a3 5 m\u1ed9t l\u1ea7n nh\u1ea5p v\u00e0 trang web c\u00f3 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 4%.<\/p>\r\n 500 [\u00a3 chi] \u00f7 5 [\u00a3 CPC] = 100 [l\u01b0\u1ee3t truy c\u1eadp] x 0,04 [t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i 4%] = 4 [chuy\u1ec3n \u0111\u1ed5i]<\/p>\r\n Trong t\u00ecnh hu\u1ed1ng n\u00e0y, b\u1ea1n s\u1ebd \u0111\u1eb7t KPI kho\u1ea3ng 4 chuy\u1ec3n \u0111\u1ed5i cho chi ti\u00eau n\u00e0y v\u00e0 sau \u0111\u00f3 gi\u1ea3i th\u00edch nh\u1eefng g\u00ec b\u1ea1n c\u00f3 th\u1ec3 l\u00e0m \u0111\u1ec3 gi\u1ea3m chi ph\u00ed m\u1ed7i l\u1ea7n nh\u1ea5p v\u00e0 t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u0103ng l\u00ean. B\u1ea1n c\u00f3 th\u1ec3 \u0111\u1eb7t KPI tham v\u1ecdng h\u01a1n m\u1ed9t ch\u00fat d\u1ef1a tr\u00ean kinh nghi\u1ec7m c\u1ee7a m\u00ecnh v\u00e0 c\u00e1ch b\u1ea1n c\u00f3 th\u1ec3 t\u1ed1i \u01b0u h\u00f3a c\u00e1c chi\u1ebfn d\u1ecbch tr\u01b0\u1edbc \u0111\u00f3. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 h\u1ecfi s\u1ebfp c\u1ee7a m\u00ecnh xem h\u1ecd c\u00f3 s\u1eb5n s\u00e0ng t\u0103ng chi ti\u00eau l\u00ean 2.500 b\u1ea3ng \u0111\u1ec3 mang l\u1ea1i 20 chuy\u1ec3n \u0111\u1ed5i m\u00e0 h\u1ecd y\u00eau c\u1ea7u ban \u0111\u1ea7u kh\u00f4ng.<\/p>\r\n KPIs v\u00e0 c\u00e1c m\u1ee5c ti\u00eau chung c\u1ea7n t\u1ea5t c\u1ea3 nh\u1eefng ng\u01b0\u1eddi li\u00ean quan c\u00f3 th\u1ec3 n\u1eafm r\u00f5. V\u00ec v\u1eady, c\u00e1c KPIs c\u1ea7n tu\u00e2n theo m\u00f4 h\u00ecnh SMART<\/a><\/strong>:<\/p>\r\n Xem th\u00eam>>\u00a0 S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa Marketing objectives, Marketing goals v\u00e0 c\u00e1c lo\u1ea1i m\u1ee5c ti\u00eau kh\u00e1c\u00a0<\/a><\/strong><\/p>\r\n Thi\u1ebft l\u1eadp v\u00e0 \u0111\u1ed3ng \u00fd v\u1edbi KPI \u0111\u00f4i khi c\u00f3 th\u1ec3 y\u00eau c\u1ea7u m\u1ed9t s\u1ed1 k\u1ef9 n\u0103ng \u0111\u00e0m ph\u00e1n. Gi\u1ed1ng nh\u01b0 h\u1ea7u h\u1ebft c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n, b\u1ea1n s\u1ebd c\u1ea7n h\u1ecdc c\u00e1ch gi\u1eef b\u00ecnh t\u0129nh. C\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1ed3ng \u00fd v\u1edbi m\u1ed9t con s\u1ed1 m\u00e0 b\u1ea1n kh\u00f4ng ngh\u0129 r\u1eb1ng m\u00ecnh s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111\u1ec3 r\u1ed3i k\u1ebft th\u00fac m\u1ed9t cu\u1ed9c tr\u00f2 chuy\u1ec7n kh\u00f3 x\u1eed v\u00e0 ti\u1ebfp t\u1ee5c l\u00e0m vi\u1ec7c nh\u01b0ng \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1ch h\u00e0nh \u0111\u1ed9ng t\u1ed1t nh\u1ea5t.<\/p>\r\n Ng\u01b0\u1eddi m\u00e0 b\u1ea1n \u0111ang \u0111\u00e0m ph\u00e1n c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y b\u1ea1n th\u1ef1c hi\u1ec7n KPI, do \u0111\u00f3 b\u1ea1n s\u1ebd c\u1ea7n ph\u1ea3i chu\u1ea9n b\u1ecb. Trong cu\u1ed1n s\u00e1ch ‘Getting to Yes: Negotiating Agreement Without Giving In” c\u1ee7a Roger Fisher v\u00e0 William L. Ury, h\u1ecd \u0111\u1ec1 ngh\u1ecb r\u1eb1ng vi\u1ec7c th\u00eam m\u1ed9t nh\u00e2n t\u1ed1 m\u1edbi c\u00f3 th\u1ec3 gi\u00fap ph\u00e1 v\u1ee1 b\u1ebf t\u1eafc trong c\u00e1c cu\u1ed9c \u0111\u00e0m ph\u00e1n. Thay v\u00ec c\u1ea3 hai b\u00ean c\u1ed1 g\u1eafng di chuy\u1ec3n m\u1ed9t con s\u1ed1 l\u00ean ho\u1eb7c xu\u1ed1ng, b\u1ea1n c\u00f3 th\u1ec3 gi\u1edbi thi\u1ec7u m\u1ed9t y\u1ebfu t\u1ed1 m\u1edbi m\u00e0 c\u1ea3 hai b\u1ea1n c\u00f3 th\u1ec3 c\u00f3 xu h\u01b0\u1edbng \u0111i\u1ec1u ch\u1ec9nh nhi\u1ec1u h\u01a1n.<\/p>\r\n Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ec1 xu\u1ea5t ng\u00e2n s\u00e1ch cao h\u01a1n hay th\u1eddi gian d\u00e0i h\u01a1n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPIs ban \u0111\u1ea7u.<\/p>\r\n S\u1eed d\u1ee5ng m\u00f4 h\u00ecnh SMART, t\u1ea5t c\u1ea3 c\u00e1c KPI chi\u1ebfn d\u1ecbch digital marketing c\u1ee7a b\u1ea1n s\u1ebd b\u1ecb r\u00e0ng bu\u1ed9c theo th\u1eddi gian \u0111\u1ec3 b\u1ea1n s\u1ebd bi\u1ebft nh\u1eefng g\u00ec b\u1ea1n c\u1ea7n ph\u1ea3i \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 khi n\u00e0o. B\u1ea1n c\u0169ng s\u1ebd c\u00f3 th\u1ec3 th\u1ea5y b\u1ea1n \u0111ang ti\u1ebfn tri\u1ec3n t\u1ed1t nh\u01b0 th\u1ebf n\u00e0o tr\u01b0\u1edbc khi KPI th\u1ef1c s\u1ef1 \u0111\u1ebfn h\u1ea1n. N\u1ebfu b\u1ea1n kh\u00f4ng ngh\u0129 r\u1eb1ng b\u1ea1n s\u1ebd c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c KPI c\u1ee7a m\u00ecnh, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i c\u1eadp nh\u1eadt th\u01b0\u1eddng xuy\u00ean cho s\u1ebfp hay kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n \u0111\u1ec3 h\u1ecd kh\u00f4ng g\u1eb7p ph\u1ea3i kh\u00f3 ch\u1ecbu b\u1ea5t ng\u1edd v\u00e0o th\u1eddi kh\u1eafc cu\u1ed1i c\u00f9ng.<\/p>\r\n Nh\u01b0 b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u c\u1ea7n xem x\u00e9t khi thi\u1ebft l\u1eadp KPI cho chi\u1ebfn d\u1ecbch digitak marketing c\u1ee7a b\u1ea1n nh\u01b0ng d\u00e0nh th\u1eddi gian l\u00ean k\u1ebf ho\u1ea1ch tr\u01b0\u1edbc l\u00e0 m\u1ed9t \u0111i\u1ec1u n\u00ean l\u00e0m. C\u00f3 th\u1ec3 ch\u1ecdn KPI ph\u00f9 h\u1ee3p l\u00e0 m\u1ed9t k\u1ef9 n\u0103ng quan tr\u1ecdng \u0111\u1ed1i v\u1edbi c\u00e1c marketer v\u00e0 c\u1ea7n c\u00f3 m\u1ed9t s\u1ed1 th\u1ef1c h\u00e0nh \u0111\u1ec3 ho\u00e0n thi\u1ec7n. B\u1ea1n c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng l\u00e0m \u0111\u00fang nh\u01b0ng d\u00e0nh th\u1eddi gian \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n nh\u1eefng g\u00ec b\u1ea1n c\u00f3 th\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 sau \u0111\u00f3 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t c\u1ee7a b\u1ea1n s\u1ebd gi\u00fap b\u1ea1n ph\u00e1t tri\u1ec3n t\u1ed1t h\u01a1n.<\/p>\r\n N\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y h\u01a1i m\u00f4ng lung khi \u0111\u1ecdc hi\u1ec3u nh\u1eefng ch\u1ec9 s\u1ed1 tr\u00ean th\u00ec \u0111\u1eebng lo l\u1eafng, \u0111\u00f3 l\u00e0 \u0111i\u1ec1u b\u00ecnh th\u01b0\u1eddng marketer c\u1ea7n ph\u1ea3i th\u1ef1c h\u00e0nh m\u1edbi c\u00f3 th\u1ec3 hi\u1ec3u v\u00e0 th\u1ef1c h\u00e0nh, r\u00e8n luy\u1ec7n nhi\u1ec1u s\u1ebd t\u1ea1o th\u00e0nh k\u1ef9 n\u0103ng.<\/p>\r\n N\u1ebfu b\u1ea1n c\u1ea3m th\u1ea5y m\u00ecnh kh\u00f3 m\u00e0 v\u1eadn d\u1ee5ng nh\u1eefng ki\u1ebfn th\u1ee9c l\u00fd thuy\u1ebft tr\u00ean v\u00e0o c\u00f4ng vi\u1ec7c th\u1ef1c ti\u1ec5n nh\u01b0 l\u00ean k\u1ebf ho\u1ea1ch, \u0111\u1ecdc c\u00e1c ch\u1ec9 s\u1ed1 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch v\u00e0 t\u1ed1i \u01b0u h\u00f3a k\u00eanh th\u00ec xem ngay l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch trong digital marketing<\/a><\/strong><\/p>\r\n Ngu\u1ed3n: Smart Insights<\/p>\r\n\r\n <\/p>","protected":false},"excerpt":{"rendered":" <\/p>","protected":false},"author":4,"featured_media":12258,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[655],"class_list":["post-7468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-marketing-skill",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7468","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=7468"}],"version-history":[{"count":8,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7468\/revisions"}],"predecessor-version":[{"id":10629,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/7468\/revisions\/10629"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/12258"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=7468"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=7468"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=7468"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Thi\u1ebft l\u1eadp ng\u00e2n s\u00e1ch cho KPIs<\/h1>\r\n
SMART cho KPIs c\u1ee7a b\u1ea1n<\/h1>\r\n
\r\n
L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u0111\u00e0m ph\u00e1n khi \u0111\u01b0a ra KPIs<\/h1>\r\n
\u0110o l\u01b0\u1eddng ti\u1ebfn \u0111\u1ed9<\/h1>\r\n