{"id":8167,"date":"2019-11-12T20:20:19","date_gmt":"2019-11-12T13:20:19","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=8167"},"modified":"2020-06-09T15:14:24","modified_gmt":"2020-06-09T08:14:24","slug":"nghien-cuu-insight-khach-hang-tu-nhan-hieu-sua-noi-dia-tro-thanh-san-pham-xa-xi-tren-toan-cau","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-insight-khach-hang-tu-nhan-hieu-sua-noi-dia-tro-thanh-san-pham-xa-xi-tren-toan-cau\/","title":{"rendered":"[Case study] L\u1ed9t x\u00e1c nh\u1edd n\u1eafm b\u1eaft Insights kh\u00e1ch h\u00e0ng"},"content":{"rendered":"

Oatly ch\u1ec9 l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u201cn\u1ed9i \u0111\u1ecba\u201d Th\u1ee5y \u0110i\u1ec3n. Nh\u01b0ng ch\u1ec9 sau 5 n\u0103m, Oatly \u0111\u00e3 tr\u1edf th\u00e0nh hi\u1ec7n t\u01b0\u1ee3ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng \u00c2u-M\u1ef9, m\u1edf ra v\u00e0 d\u1eabn \u0111\u1ea7u xu h\u01b0\u1edbng \u201cs\u1eefa y\u1ebfn m\u1ea1ch\u201d \u0111ang l\u00e0m lung lay \u201c\u0111\u1ebf ch\u1ebf s\u1eefa b\u00f2\u201d 16 t\u1ef7 USD.<\/p>\n

Thay \u0111\u1ed5i khi h\u00e0nh vi kh\u00e1ch h\u00e0ng thay \u0111\u1ed5i<\/h1>\n

\u0110\u01b0\u1ee3c th\u00e0nh l\u1eadp t\u1ea1i Th\u1ee5y \u0110i\u1ec3n v\u00e0o n\u0103m 1994, tuy c\u00f3 l\u1ee3i th\u1ebf l\u00e0 nh\u00e3n hi\u1ec7u s\u1eefa y\u1ebfn m\u1ea1ch \u0111\u1ea7u ti\u00ean c\u1ee7a Ch\u00e2u \u00c2u nh\u01b0ng Oatly ch\u1ec9 duy tr\u00ec \u0111\u01b0\u1ee3c th\u1ecb ph\u1ea7n v\u00e0 doanh thu khi\u00eam t\u1ed1n. Sau g\u1ea7n 2 th\u1eadp k\u1ef7, Ishen Paran, gi\u00e1m \u0111\u1ed1c Oatly Anh Qu\u1ed1c m\u1edbi nh\u1eadn ra: “H\u00e0nh vi ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong> tr\u00ean to\u00e0n th\u1ebf gi\u1edbi \u0111ang c\u00f3 s\u1ef1 chuy\u1ec3n d\u1ecbch. Xu h\u01b0\u1edbng n\u1ed5i b\u1eadt nh\u1ea5t l\u00e0 \u01b0u ti\u00ean s\u1ea3n ph\u1ea9m \u1ea3nh h\u01b0\u1edfng t\u1ed1t t\u1edbi m\u00f4i tr\u01b0\u1eddng.” \u0110\u1ec3 “\u0111\u00f3n \u0111\u1ea7u” s\u1ef1 d\u1ecbch chuy\u1ec3n n\u00e0y, t\u1ed5ng gi\u00e1m \u0111\u1ed1c s\u00e1ng t\u1ea1o John Schoolcraft \u0111\u01b0\u1ee3c m\u1eddi v\u1ec1 v\u00e0o n\u0103m 2012, v\u00e0 vi\u1ec7c \u0111\u1ea7u ti\u00ean \u00f4ng l\u00e0m l\u00e0\u2026 sa th\u1ea3i to\u00e0n b\u1ed9 ph\u00f2ng marketing c\u1ee7a Oatly v\u00e0o th\u1eddi \u0111i\u1ec3m \u0111\u00f3.<\/p>\n

Sau 2 n\u0103m chu\u1ea9n b\u1ecb, Oatly m\u1ed9t l\u1ea7n n\u1eefa khi\u1ebfn truy\u1ec1n th\u00f4ng x\u00f4n xao khi xu\u1ea5t hi\u1ec7n v\u1edbi m\u1ed9t di\u1ec7n m\u1ea1o ho\u00e0n to\u00e0n m\u1edbi: “Ch\u00fang t\u00f4i \u0111\u00e3 bi\u1ebfn Oatly th\u00e0nh m\u1ed9t s\u1ea3n ph\u1ea9m “nh\u00e0 l\u00e0m”, v\u1edbi bao b\u00ec c\u00f3 c\u1ea3m gi\u00e1c nh\u01b0 \u0111\u01b0\u1ee3c in \u1ea5n b\u1eb1ng tay d\u01b0\u1edbi t\u1ea7ng h\u1ea7m.”<\/p>\n

\"Th\u00edch<\/p>\n

S\u1ea3n ph\u1ea9m Oatly gi\u1edd \u0111\u00e2y ch\u1ec9 c\u00f3 \u0111\u00fang 3 m\u00e0u tr\u00ean m\u1ed7i bao b\u00ec, tuy \u0111\u01a1n gi\u1ea3n nh\u01b0ng l\u1ea1i c\u1ef1c k\u1ef3 n\u1ed5i b\u1eadt so v\u1edbi nh\u1eefng nh\u00e3n hi\u1ec7u s\u1eefa v\u1edbi m\u00e0u tr\u1eafng ch\u1ee7 \u0111\u1ea1o. Thay \u0111\u1ed5i nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e3 xong, vi\u1ec7c ti\u1ebfp theo m\u00e0 Oatly c\u1ea7n l\u00e0m l\u00e0 \u0111\u01b0a s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh t\u1edbi nh\u1eefng th\u1ecb tr\u01b0\u1eddng ti\u1ec1m n\u0103ng. Nh\u01b0ng thay v\u00ec th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn d\u1ecbch ph\u00e2n ph\u1ed1i, khuy\u1ebfn m\u00e3i hay h\u1ee3p t\u00e1c v\u1edbi chu\u1ed7i b\u00e1n l\u1ebb nh\u01b0 th\u01b0\u1eddng l\u1ec7, Oatly l\u1ea1i bi\u1ebfn nh\u1eefng ti\u1ec7m c\u00e0 ph\u00ea “sang ch\u1ea3nh” nh\u1ea5t Ch\u00e2u \u00c2u v\u00e0 Ch\u00e2u M\u1ef9 th\u00e0nh n\u01a1i tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m t\u1edbi kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng. M\u1ed9t nh\u00e2n vi\u00ean marketing c\u1ee7a Oatly cho hay: “C\u00e1c t\u1eadp \u0111o\u00e0n FMCG (h\u00e0ng ti\u00eau d\u00f9ng nhanh) ch\u1ec9 bi\u1ebft xu\u1ea5t hi\u1ec7n t\u1ea1i \u0111\u1ecba \u0111i\u1ec3m b\u00e1n l\u1ebb trong b\u1ed9 vest c\u1ee9ng nh\u1eafc, \u0111\u01b0a cho ng\u01b0\u1eddi b\u00e1n m\u1ed9t th\u00f9ng s\u1ea3n ph\u1ea9m th\u1eed nghi\u1ec7m v\u00e0 h\u1eb9n g\u1eb7p l\u1ea1i l\u1ea7n sau \u0111\u1ec3 ti\u1ebfn h\u00e0nh giao d\u1ecbch. Oatly th\u00ec kh\u00e1c, ch\u00fang t\u00f4i v\u01b0\u01a1n t\u1edbi kh\u00e1ch h\u00e0ng th\u00f4ng qua nh\u00e2n vi\u00ean pha c\u00e0 ph\u00ea (Barista), kh\u00f4ng nh\u1eefng am hi\u1ec3u v\u1ec1 s\u1eefa, h\u1ecd c\u00f2n \u0111\u1ea1i di\u1ec7n cho m\u1ed9t l\u00e0n s\u00f3ng ti\u00eau th\u1ee5 m\u1edbi \u0111\u01b0\u1ee3c gi\u1edbi tr\u1ebb \u0111\u00f3n nh\u1eadn. Oatly \u0111i k\u00e8m v\u1edbi m\u1ed9t ly Cappuccino hay Latte “sang ch\u1ea3nh” l\u00e0 c\u00e1ch qu\u1ea3ng c\u00e1o t\u1ed1t nh\u1ea5t.” “C\u1eeda h\u00e0ng c\u00e0 ph\u00ea s\u1ebd l\u1ea5y \u00fd t\u01b0\u1edfng t\u1eeb c\u1eeda h\u00e0ng c\u00e0 ph\u00ea”.<\/p>\n

\"\"<\/p>\n

Sau khi ch\u1ee9ng minh \u0111\u01b0\u1ee3c h\u01b0\u01a1ng v\u1ecb v\u00e0 kh\u1ea3 n\u0103ng t\u1ea1o b\u1ecdt, Oatly \u0111\u00e3 tr\u1edf th\u00e0nh “m\u00f3n h\u00e0ng hot”, \u0111\u01b0\u1ee3c Barista truy\u1ec1n tai nhau v\u00e0 nhanh ch\u00f3ng xu\u1ea5t hi\u1ec7n t\u1ea1i h\u01a1n 2.500 c\u1eeda ti\u1ec7m kh\u1eafp Ch\u00e2u \u00c2u v\u00e0 Ch\u00e2u M\u1ef9. Kh\u00f4ng nh\u1eefng th\u1ebf, Oatly c\u00f2n li\u00ean t\u1ee5c xu\u1ea5t hi\u1ec7n t\u1ea1i c\u00e1c s\u1ef1 ki\u1ec7n, l\u1ec5 h\u1ed9i\u2026 n\u01a1i m\u00e0 ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng tr\u1ebb \u0111ang t\u1eadn h\u01b0\u1edfng cu\u1ed9c s\u1ed1ng. Oatly h\u1ea1n ch\u1ebf tr\u01b0ng b\u00e0y c\u0169ng nh\u01b0 cho kh\u00e1ch h\u00e0ng d\u00f9ng th\u1eed t\u1ea1i si\u00eau th\u1ecb trong th\u1eddi gian n\u00e0y, m\u1ed9t chuy\u00ean vi\u00ean marketing gi\u1ea3i th\u00edch r\u1eb1ng do m\u00f4i tr\u01b0\u1eddng si\u00eau th\u1ecb “qu\u00e1 nh\u00e0m ch\u00e1n so v\u1edbi s\u1ea3n ph\u1ea9m Oatly”.<\/p>\n

>>> Xem th\u00eam: B\u1ea1n c\u00f3 th\u1ef1c s\u1ef1 bi\u1ebft kh\u00e1ch h\u00e0ng c\u1ea7n g\u00ec?<\/a><\/p>\n

T\u1ef1 tin trong qu\u1ea3ng c\u00e1o<\/h1>\n

Oatly li\u00ean t\u1ee5c “khoe” tri\u1ebft l\u00fd v\u00e0 gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ed1i v\u1edbi m\u1ecdi ng\u01b0\u1eddi, kh\u00f4ng ch\u1ec9 \u0111\u01a1n thu\u1ea7n l\u00e0 cung c\u1ea5p, Oatly t\u1ef1 h\u00e0o mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng m\u1ed9t s\u1ea3n ph\u1ea9m thay th\u1ebf s\u1eefa b\u00f2 v\u00e0 nhanh ch\u00f3ng t\u1ea1o \u0111\u01b0\u1ee3c \u1ea5n t\u01b0\u1ee3ng v\u1edbi kh\u00e1ch h\u00e0ng qua th\u00f4ng \u0111i\u1ec7p c\u1ee7a ch\u00ednh m\u00ecnh.<\/p>\n

Tr\u00ean bao b\u00ec, Oatly c\u00f2n \u0111\u00f9a gi\u1ee1n v\u1edbi kh\u00e1ch h\u00e0ng khi g\u1ecdi m\u1eb7t ghi ch\u00fa c\u00e1c th\u00f4ng tin v\u1ec1 th\u00e0nh ph\u1ea7n, m\u00e3 v\u1ea1ch, c\u00e1c th\u00f4ng s\u1ed1\u2026 l\u00e0 “The boring side – Ph\u1ea7n ch\u00e1n ph\u00e8o”. Th\u1eeba nh\u1eadn r\u1eb1ng ch\u1eb3ng ai r\u1ea3nh r\u1ed7i m\u00e0 \u0111\u1ecdc nh\u1eefng th\u00f4ng tin k\u1ef9 thu\u1eadt, Oatly bi\u1ebfn m\u00ecnh th\u00e0nh m\u1ed9t s\u1ea3n ph\u1ea9m v\u1eeba th\u00e2n thi\u1ec7n, v\u1eeba s\u1eb5n s\u00e0ng \u0111\u00f9a vui v\u00e0 hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng h\u01a1n b\u1ea5t k\u1ef3 nh\u00e3n hi\u1ec7u c\u1ea1nh tranh n\u00e0o. Tuy lu\u00f4n s\u1eed d\u1ee5ng nh\u1eefng chi\u1ebfn thu\u1eadt marketing “kh\u00e1c ng\u01b0\u1eddi”, Oatly l\u1ea1i r\u1ea5t th\u00edch s\u1eed d\u1ee5ng b\u1ea3ng qu\u1ea3ng c\u00e1o ngo\u00e0i tr\u1eddi, \u0111\u01b0\u1ee3c gi\u00e1m \u0111\u1ed1c marketing g\u1ecdi l\u00e0 “k\u00eanh qu\u1ea3ng c\u00e1o kh\u00f4ng th\u1ec3 n\u00e0o n\u00e9 tr\u00e1nh \u0111\u01b0\u1ee3c”, Oatly ch\u1ee7 \u0111\u1ed9ng mua l\u1ea1i to\u00e0n b\u1ed9 m\u1ed9t khu v\u1ef1c \u00edt c\u00f3 s\u1ef1 hi\u1ec7n di\u1ec7n c\u1ee7a c\u00e1c nh\u00e3n hi\u1ec7u kh\u00e1c \u0111\u1ec3 th\u00e2u t\u00f3m s\u1ef1 quan t\u00e2m c\u1ee7a kh\u00e1ch h\u00e0ng. Nh\u01b0ng \u0111\u00f3 l\u00e0 y\u1ebfu t\u1ed1 truy\u1ec1n th\u1ed1ng duy nh\u1ea5t trong chi\u1ebfn d\u1ecbch “l\u1ed9t x\u00e1c” c\u1ee7a Oatly, th\u01b0\u01a1ng hi\u1ec7u s\u1eefa y\u1ebfn m\u1ea1ch li\u00ean t\u1ee5c tung ra nh\u1eefng c\u00e2u qu\u1ea3ng c\u00e1o “tr\u1eddi \u01a1i” nh\u01b0: “C\u0169ng l\u00e0 s\u1eefa nh\u01b0ng \u0111\u01b0\u1ee3c l\u00e0m cho ng\u01b0\u1eddi” , “H\u00e3y b\u1ecf s\u1eefa \u0111i”, “Ai l\u1ea1i u\u1ed1ng s\u1eefa t\u1ea1i s\u1ef1 ki\u1ec7n \u00e2m nh\u1ea1c?” \u2026<\/p>\n

\"Qu\u1ea3ng \"\"<\/p>\n

Tuy nhi\u00ean, v\u00e0o n\u0103m 2014, chi\u1ebfn d\u1ecbch “C\u0169ng l\u00e0 s\u1eefa nh\u01b0ng \u0111\u01b0\u1ee3c l\u00e0m cho ng\u01b0\u1eddi” \u0111\u00e3 g\u1eb7p kh\u00f4ng \u00edt r\u1eafc r\u1ed1i, Hi\u1ec7p h\u1ed9i S\u1eefa Th\u1ee5y \u0110i\u1ec3n \u0111\u00e3 l\u00ean \u00e1n v\u00e0 \u0111\u00e2m \u0111\u01a1n ki\u1ec7n th\u01b0\u01a1ng hi\u1ec7u Oatly, c\u00e1o bu\u1ed9c chi\u1ebfn d\u1ecbch tr\u00ean khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng ngh\u0129 r\u1eb1ng s\u1eefa b\u00f2 kh\u00f4ng t\u1ed1t cho s\u1ee9c kh\u1ecfe, g\u00e2y \u1ea3nh h\u01b0\u1edfng x\u1ea5u \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u kh\u00e1c. Nh\u01b0ng Oatly nhanh ch\u00f3ng ph\u1ea3n bi\u1ec7n, kh\u1eb3ng \u0111\u1ecbnh r\u1eb1ng chi\u1ebfn d\u1ecbch c\u1ee7a h\u1ecd ch\u1ec9 \u0111\u01a1n thu\u1ea7n “khuy\u1ebfn kh\u00edch” ng\u01b0\u1eddi d\u00f9ng tham gia tranh lu\u1eadn v\u1ec1 l\u1ee3i \u00edch gi\u1eefa s\u1eefa b\u00f2 v\u00e0 s\u1eefa th\u1ef1c v\u1eadt \u0111\u1ed1i v\u1edbi con ng\u01b0\u1eddi, c\u00e2u qu\u1ea3ng c\u00e1o \u0111\u01a1n thu\u1ea7n ch\u1ec9 l\u00e0 m\u1ed9t “c\u00e2u n\u00f3i \u0111\u00f9a”. Tuy l\u1eadp lu\u1eadn tr\u00ean \u0111\u00e3 gi\u00fap Oatly “tho\u00e1t n\u1ea1n” t\u1ea1i qu\u00ea nh\u00e0 Th\u1ee5y \u0110i\u1ec3n, nh\u01b0ng \u0111\u1ebfn th\u00e1ng 11 n\u0103m 2015, T\u00f2a \u00e1n Th\u1ecb tr\u01b0\u1eddng Stockholm \u0111\u00e3 ra l\u1ec7nh c\u1ea5m Oatly ti\u1ebfp t\u1ee5c \u0111\u01b0a ra nh\u1eefng ch\u01b0\u01a1ng tr\u00ecnh qu\u1ea3ng c\u00e1o khi\u1ebfn ng\u01b0\u1eddi d\u00f9ng l\u1ea7m t\u01b0\u1edfng v\u1ec1 s\u1eefa b\u00f2, gi\u1edbi h\u1ea1n lu\u00f4n t\u00ean g\u1ecdi c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ec3 tr\u00e1nh g\u00e2y hi\u1ec3u l\u1ea7m cho ng\u01b0\u1eddi mua.<\/p>\n

>>> Xem th\u00eam: L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u00ecm \u0111\u01b0\u1ee3c insights t\u1ed1t?<\/a><\/p>\n

K\u1ebft qu\u1ea3<\/h1>\n

Th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i b\u1eadt, th\u00f4ng \u0111i\u1ec7p \u1ea5n t\u01b0\u1ee3ng v\u00e0 scandal ch\u1ec9 gia t\u0103ng s\u1ef1 n\u1ed5i ti\u1ebfng, Oatly li\u00ean t\u1ee5c ch\u00e1y h\u00e0ng v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t hi\u1ec7n t\u01b0\u1ee3ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng \u00c2u-M\u1ef9. Nhi\u1ec1u th\u01b0\u01a1ng nh\u00e2n “kh\u00f4n l\u1ecfi” \u0111\u00e3 t\u00edch tr\u1eef h\u00e0ng \u0111\u1ec3 \u0111\u1ea5u gi\u00e1 tr\u00ean eBay v\u00e0 Amazon v\u1edbi gi\u00e1 t\u1eadn 200 USD cho m\u1ed9t th\u00f9ng, v\u00e0 \u0111i\u1ec1u b\u1ea5t ng\u1edd l\u00e0 nhi\u1ec1u th\u00f9ng \u0111\u00e3 b\u00e1n th\u00e0nh c\u00f4ng v\u1edbi gi\u00e1 t\u1eadn 226 USD (h\u01a1n 5,2 tri\u1ec7u VN\u0110). T\u00ecnh h\u00ecnh ch\u1ec9 tr\u1edf n\u00ean \u1ed5n \u0111\u1ecbnh h\u01a1n khi Oatly xu\u1ea5t hi\u1ec7n t\u1ea1i h\u01a1n 1.500 si\u00eau th\u1ecb, bao g\u1ed3m c\u1ea3 Whole Foods v\u00e0 Wegmans. Sau khi thi\u1ebft l\u1eadp \u0111\u01b0\u1ee3c m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i v\u1edbi 5.000 \u0111\u1ecba \u0111i\u1ec3m, doanh thu c\u1ee7a Oatly nh\u1ea3y v\u1ecdt t\u1eeb 1,5 tri\u1ec7u USD l\u00ean 15 tri\u1ec7u USD trong giai \u0111o\u1ea1n 2017 \u0111\u1ebfn 2018. V\u1edbi doanh thu \u1ea5n t\u01b0\u1ee3ng, ngay trong n\u0103m 2018, m\u1ed9t nh\u00e0 m\u00e1y s\u1ea3n xu\u1ea5t tr\u1ecb gi\u00e1 15 tri\u1ec7u USD \u0111\u00e3 \u0111\u01b0\u1ee3c m\u1edf t\u1ea1i New Jersey. Oatly v\u1eabn ch\u01b0a c\u00f3 d\u1ea5u hi\u1ec7u d\u1eebng l\u1ea1i v\u1edbi d\u1ef1 b\u00e1o doanh thu 38,3 tri\u1ec7u USD v\u00e0o cu\u1ed1i n\u0103m 2019 \u2013 m\u1ed9t k\u1ef7 l\u1ee5c t\u1eeb khi th\u00e0nh l\u1eadp, v\u00e0 l\u00e0 m\u1ed9t minh ch\u1ee9ng cho chi\u1ebfn d\u1ecbch thay \u0111\u1ed5i nh\u1eadn di\u1ec7n th\u00e0nh c\u00f4ng nh\u1ea5t ng\u00e0nh s\u1eefa.<\/p>\n

Theo Thanh Sang – tr\u00ed th\u1ee9c tr\u1ebb<\/p>","protected":false},"excerpt":{"rendered":"

Oatly ch\u1ec9 l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u \u201cn\u1ed9i \u0111\u1ecba\u201d Th\u1ee5y \u0110i\u1ec3n. Nh\u01b0ng ch\u1ec9 sau 5 n\u0103m, Oatly \u0111\u00e3 tr\u1edf th\u00e0nh hi\u1ec7n t\u01b0\u1ee3ng t\u1ea1i th\u1ecb tr\u01b0\u1eddng \u00c2u-M\u1ef9, m\u1edf ra v\u00e0 d\u1eabn \u0111\u1ea7u xu h\u01b0\u1edbng \u201cs\u1eefa y\u1ebfn m\u1ea1ch\u201d \u0111ang l\u00e0m lung lay \u201c\u0111\u1ebf ch\u1ebf s\u1eefa b\u00f2\u201d 16 t\u1ef7 USD. Thay \u0111\u1ed5i khi h\u00e0nh vi kh\u00e1ch h\u00e0ng thay \u0111\u1ed5i […]<\/p>","protected":false},"author":4,"featured_media":8174,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[654,656],"class_list":["post-8167","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-case-study","tag-insights-khach-hang",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/8167","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=8167"}],"version-history":[{"count":6,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/8167\/revisions"}],"predecessor-version":[{"id":11478,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/8167\/revisions\/11478"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/8174"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=8167"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=8167"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=8167"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}