{"id":55381,"date":"2023-12-20T14:22:38","date_gmt":"2023-12-20T07:22:38","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-attribution-va-7-bi-kip-giup-cmo-thang-hoa.html"},"modified":"2023-12-20T14:22:38","modified_gmt":"2023-12-20T07:22:38","slug":"marketing-attribution-va-7-bi-kip-giup-cmo-thang-hoa","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-attribution-va-7-bi-kip-giup-cmo-thang-hoa.html","title":{"rendered":"Marketing Attribution v\u00e0 7 b\u00ed k\u00edp gi\u00fap CMO th\u0103ng hoa"},"content":{"rendered":"<div id=\"test\">Marketing Attribution l\u00e0 qu\u00e1 tr\u00ecnh ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch v\u00e0 t\u1ed1i \u01b0u ho\u00e1 t\u1ea1i t\u1eebng \u0111i\u1ec3m ch\u1ea1m trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng. Trong b\u1ed1i c\u1ea3nh b\u00f9ng n\u1ed5 c\u00e1c k\u00eanh ti\u1ebfp th\u1ecb c\u0169ng nh\u01b0 thi\u1ebft b\u1ecb h\u1ed7 tr\u1ee3, qu\u00e1 tr\u00ecnh n\u00e0y ch\u01b0a khi n\u00e0o ph\u1ee9c t\u1ea1p v\u00e0 khi\u1ebfn c\u00e1c gi\u00e1m \u0111\u1ed1c ti\u1ebfp th\u1ecb \u0111au \u0111\u1ea7u \u0111\u1ebfn th\u1ebf.<\/p>\n<p>Tuy nhi\u00ean, n\u1ebfu ch\u01b0a hi\u1ec3u s\u00e2u v\u1ec1 v\u1ec1 Attribution hay c\u1ea3m th\u1ea5y lo l\u1eafng tr\u01b0\u1edbc kh\u00e1i ni\u1ec7m ho\u00e0n to\u00e0n m\u1edbi m\u1ebb n\u00e0y, ch\u1eafc ch\u1eafn b\u1ea1n kh\u00f4ng c\u00f4 \u0111\u01a1n b\u1edfi h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb kh\u00f4ng th\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u1eafc ch\u1eafn gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng k\u00eanh hay \u0111i\u1ec3m ch\u1ea1m trong h\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u \u0111\u00f3 c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c vai tr\u00f2 c\u1ee7a Attribution ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan trong khi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ch\u01b0a t\u00ednh to\u00e1n \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 c\u1ee7a ng\u00e2n s\u00e1ch \u0111\u00e3 chi ti\u00eau.<\/p>\n<p>D\u01b0\u1edbi \u0111\u00e2y l\u00e0 7 b\u00ed k\u00edp v\u1ec1 Attribution \u0111\u1ec3 t\u1eeb \u0111\u00f3 c\u00e1c gi\u00e1m \u0111\u1ed1c ti\u1ebfp th\u1ecb (CMO) c\u00f3 th\u1ec3 t\u1ea1o kh\u00e1c bi\u1ec7t v\u00e0 n\u00e2ng cao hi\u1ec7u qu\u1ea3 ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb c\u1ee7a m\u00ecnh.<\/p>\n<div id=\"attachment_15558\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-15558 size-full\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/mo-hinh-marketing-attribution.jpg\" alt=\"marketing attribution\" width=\"800\" height=\"484\" title=\"mo-hinh-marketing-attribution\"><\/p>\n<p class=\"wp-caption-text\">M\u1ed9t m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch \u0111a \u0111i\u1ec3m ch\u1ea1m trong ti\u1ebfp th\u1ecb<\/p>\n<\/div>\n<h2 id=\"1-1-attribution-khong-qua-kho-de-thuc-hien\">1. Attribution kh\u00f4ng qu\u00e1 kh\u00f3 \u0111\u1ec3 th\u1ef1c hi\u1ec7n<\/h2>\n<p>Gi\u1ea3 s\u1eed ch\u01b0a t\u1eebng ngh\u0129 t\u1edbi nh\u01b0ng c\u00e1ch c\u00e1c CMO \u0111\u1eb7c bi\u1ec7t quan t\u00e2m t\u1edbi \u0111\u00e1nh gi\u00e1 hi\u1ec7u su\u1ea5t c\u1ee7a c\u00e1c k\u00eanh ti\u1ebfp th\u1ecb nh\u01b0 Facebook, Google, Twitter, v.v th\u00ec khi \u0111\u00f3, tri\u1ec3n khai Attribution th\u1ef1c s\u1ef1 kh\u00f4ng qu\u00e1 kh\u00f3. D\u00f9 tin hay kh\u00f4ng, c\u00e1c CMO hi\u1ec7n \u0111ang n\u1eafm trong tay r\u1ea5t nhi\u1ec1u c\u00f4ng c\u1ee5 \u0111\u1ec3 th\u1ef1c hi\u1ec7n ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch, quen thu\u1ed9c nh\u1ea5t ph\u1ea3i k\u1ec3 t\u1edbi Google Analytics v\u00e0 tracking d\u1eef li\u1ec7u theo t\u1eebng k\u00eanh.<\/p>\n<p>Ch\u1eb3ng h\u1ea1n v\u1edbi t\u1eebng k\u00eanh, theo d\u00f5i, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 theo nh\u1eefng KPI c\u1ee5 th\u1ec3 c\u0169ng nh\u01b0 theo d\u00f5i c\u00e1ch ng\u01b0\u1eddi d\u00f9ng t\u01b0\u01a1ng t\u00e1c v\u1edbi website \u2013 v\u1ecb tr\u00ed h\u1ecd v\u00e0o, n\u01a1i tho\u00e1t trang hay m\u1ea5t bao l\u00e2u \u0111\u1ec3 chuy\u1ec3n \u0111\u1ed5i tr\u00ean Google Analytics.<\/p>\n<p>V\u1edbi m\u00f4 h\u00ecnh B2B, s\u1ef1 h\u1ed7 tr\u1ee3 c\u1ee7a CRM (qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng) ho\u1eb7c c\u01a1 s\u1edf d\u1eef li\u1ec7u kh\u00e1c c\u00f3 th\u1ec3 gi\u00fap CMO th\u1ea5y \u0111\u01b0\u1ee3c m\u1ed1i quan h\u1ec7 gi\u1eefa \u0111\u1ea9y m\u1ea1nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb v\u00e0 m\u1ee9c t\u0103ng doanh thu \u0111\u1ec3 t\u1eeb \u0111\u00f3 c\u00f3 k\u1ebf ho\u1ea1ch ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n<p>Hay khai th\u00e1c d\u1eef li\u1ec7u \u1edf c\u00e1c c\u00f4ng c\u1ee5 s\u1eb5n c\u00f3 s\u1ebd gi\u00fap CMO hi\u1ec3u r\u00f5 vai tr\u00f2 c\u1ee7a t\u1eebng k\u00eanh trong h\u00e0nh tr\u00ecnh mua h\u00e0ng. Li\u1ec7u click chu\u1ed9t v\u00e0o qu\u1ea3ng c\u00e1o Google c\u00f3 tr\u1ef1c ti\u1ebfp t\u1ea1o chuy\u1ec3n \u0111\u1ed5i hay \u0111\u00e2y l\u00e0 c\u00e1ch hi\u1ec7u qu\u1ea3 v\u1ec1 chi ph\u00ed \u0111\u1ec3 t\u1ea1o lead \u1edf \u0111\u1ea7u ph\u1ec5u? Qu\u1ea3ng c\u00e1o Facebook tr\u00ean thi\u1ebft b\u1ecb di \u0111\u1ed9ng c\u00f3 hi\u1ec7u qu\u1ea3 v\u1edbi c\u00e1c li\u00ean h\u1ec7 tr\u1ef1c ti\u1ebfp c\u1ee7a kh\u00e1ch h\u00e0ng t\u1edbi th\u01b0\u01a1ng hi\u1ec7u?<\/p>\n<p>C\u00e1c m\u00f4 h\u00ecnh ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch \u0111\u01a1n gi\u1ea3n nh\u01b0 first-click, last-click, th\u1eadm ch\u00ed m\u1edf r\u1ed9ng b\u1eb1ng vi\u1ec7c k\u1ebft h\u1ee3p c\u00e1c m\u00f4 h\u00ecnh n\u00e0y sao cho ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c \u0111\u00edch c\u1ee7a doanh nghi\u1ec7p c\u0169ng l\u00e0 m\u1ed9t s\u1ed1 g\u1ee3i \u00fd cho nh\u1eefng ng\u01b0\u1eddi m\u1edbi b\u1eaft \u0111\u1ea7u.<\/p>\n<div id=\"attachment_15555\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-15555\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/google-analytics.jpg\" alt=\"Khai th\u00e1c th\u00eam m\u1ed9t vai tr\u00f2 c\u1ee7a m\u1ed9t c\u00f4ng c\u1ee5 h\u1ebft s\u1ee9c quen thu\u1ed9c v\u1edbi c\u00e1c CMO - Google Analytics\" width=\"800\" height=\"606\" title=\"google-analytics\"><\/p>\n<p class=\"wp-caption-text\">Khai th\u00e1c th\u00eam m\u1ed9t vai tr\u00f2 c\u1ee7a m\u1ed9t c\u00f4ng c\u1ee5 h\u1ebft s\u1ee9c quen thu\u1ed9c v\u1edbi c\u00e1c CMO \u2013 Google Analytics<\/p>\n<\/div>\n<h2 id=\"2-2-attribution-hoan-toan-co-the-trien-khai-mien-phi\">2. Attribution ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 tri\u1ec3n khai mi\u1ec5n ph\u00ed<\/h2>\n<p>CMO ho\u00e0n to\u00e0n c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng Attribution theo nh\u1eefng c\u00e1ch hay c\u00f4ng ngh\u1ec7 v\u00e0 m\u00f4 h\u00ecnh ho\u00e0n to\u00e0n mi\u1ec5n ph\u00ed, d\u00f9 m\u1ecdi th\u1ee9 khi b\u1eaft \u0111\u1ea7u tri\u1ec3n khai tr\u00f4ng kh\u00e1 ph\u1ee9c t\u1ea1p v\u00e0 r\u1ea5t t\u1ed1n k\u00e9m.<\/p>\n<p>T\u1eeb d\u1eef li\u1ec7u t\u1ed5ng h\u1ee3p theo c\u00e1c k\u00eanh, c\u00e1c gi\u00e1m \u0111\u1ed1c ti\u1ebfp th\u1ecb c\u00f3 th\u1ec3 b\u01b0\u1edbc \u0111\u1ea7u thi\u1ebft l\u1eadp c\u00e1c \u0111i\u1ec3m ch\u1ea1m cho ph\u1ec5u chuy\u1ec3n \u0111\u1ed5i theo t\u1eebng k\u00eanh; x\u00f3a chuy\u1ec3n \u0111\u1ed5i tr\u00f9ng l\u1eb7p (ch\u1eb3ng h\u1ea1n qu\u1ea3ng c\u00e1o Google v\u00e0 Facebook c\u00f9ng t\u1ed1n chi ph\u00ed cho c\u00f9ng m\u1ed9t chuy\u1ec3n \u0111\u1ed5i) v\u00e0 ph\u00e1t tri\u1ec3n, ki\u1ec3m tra c\u00e1c gi\u1ea3 thuy\u1ebft v\u1ec1 c\u00e1ch th\u1ee9c v\u00e0 v\u1ecb tr\u00ed m\u00e0 ng\u01b0\u1eddi d\u00f9ng t\u01b0\u01a1ng t\u00e1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n<h2 id=\"3-3-tuong-tac-hieu-qua-la-chia-khoa-thanh-cong\">3. T\u01b0\u01a1ng t\u00e1c hi\u1ec7u qu\u1ea3 l\u00e0 ch\u00eca kh\u00f3a th\u00e0nh c\u00f4ng<\/h2>\n<p>D\u00f9 \u0111\u1ed9i ng\u0169 ti\u1ebfp th\u1ecb c\u00f3 ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed9c l\u1eadp theo c\u00e1c k\u00eanh\/ thi\u1ebft b\u1ecb hay kh\u00f4ng, m\u1ed9t trong nh\u1eefng y\u00eau c\u1ea7u kh\u00f4ng th\u1ec3 b\u1ecf qua khi thi\u1ebft l\u1eadp ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb \u0111\u00f3 ch\u00ednh l\u00e0 t\u1ea5t c\u1ea3 c\u00e1c th\u00e0nh vi\u00ean ph\u1ea3i \u0111\u1ed3ng thu\u1eadn v\u1ec1 ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 m\u1ee5c ti\u00eau, c\u00e1c th\u00f4ng s\u1ed1 quan tr\u1ecdng c\u00f3 li\u00ean quan c\u0169ng nh\u01b0 m\u00f4 h\u00ecnh s\u1ebd \u0111\u01b0\u1ee3c th\u1eed nghi\u1ec7m.<\/p>\n<p>M\u1ee5c ti\u00eau cao nh\u1ea5t c\u1ee7a Attribution ch\u00ednh l\u00e0 t\u0103ng doanh thu cao h\u01a1n b\u1eb1ng c\u00e1ch chi ti\u00eau hi\u1ec7u qu\u1ea3 nh\u01b0ng n\u1ebfu thi\u1ebfu th\u00f4ng tin hay s\u1ef1 k\u1ebft n\u1ed1i, m\u1ed9t s\u1ed1 nh\u00f3m c\u00f3 th\u1ec3 hi\u1ec3u l\u1ea7m v\u00e0 lo s\u1ee3 r\u1eb1ng s\u1ebd b\u1ecb c\u1eaft gi\u1ea3m ng\u00e2n s\u00e1ch truy\u1ec1n th\u00f4ng.<\/p>\n<div id=\"attachment_15556\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-15556\" src=\"https:\/\/masterskills.org\/blog\/wp-content\/uploads\/\/12\/ket-noi-trong-phan-bo-ngan-sach.jpg\" alt=\"S\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c ph\u00f2ng ban khi tri\u1ec3n khai ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch l\u00e0 h\u1ebft s\u1ee9c quan tr\u1ecdng\" width=\"800\" height=\"543\" title=\"ket-noi-trong-phan-bo-ngan-sach\"><\/p>\n<p class=\"wp-caption-text\">S\u1ef1 k\u1ebft n\u1ed1i gi\u1eefa c\u00e1c ph\u00f2ng ban khi tri\u1ec3n khai ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch l\u00e0 h\u1ebft s\u1ee9c quan tr\u1ecdng<\/p>\n<\/div>\n<h2 id=\"4-4-gan-ket-cac-phong-ban-trong-qua-trinh-trien-khai\">4. G\u1eafn k\u1ebft c\u00e1c ph\u00f2ng ban trong qu\u00e1 tr\u00ecnh tri\u1ec3n khai<\/h2>\n<p>Attribution kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 m\u1ed9t v\u1ea5n \u0111\u1ec1 c\u1ee7a ti\u1ebfp th\u1ecb. Ch\u1eb3ng h\u1ea1n, vi\u1ec7c thi\u1ebft l\u1eadp c\u00e1c m\u00f4 h\u00ecnh ph\u1ee9c t\u1ea1p h\u01a1n s\u1ebd c\u1ea7n c\u00f3 s\u1ef1 tham gia c\u1ee7a IT v\u00e0 \u1edf c\u1ea5p cao h\u01a1n, b\u1ed9 ph\u1eadn T\u00e0i ch\u00ednh \u2013 K\u1ebf to\u00e1n n\u00ean n\u1eafm r\u00f5 m\u1ee5c ti\u00eau c\u1ee7a ch\u01b0\u01a1ng tr\u00ecnh ngay t\u1eeb giai \u0111o\u1ea1n \u0111\u1ea7u.<\/p>\n<p>M\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u hi\u1ec3u r\u1eb1ng, v\u01b0\u1ee3t h\u1ea1n m\u1ee9c chi ti\u00eau \u1edf ph\u1ea7n cu\u1ed1i c\u1ee7a ph\u1ec5u chuy\u1ec3n \u0111\u1ed5i kh\u00f4ng c\u00f3 ngh\u0129a b\u1eaft bu\u1ed9c ph\u1ea3i th\u1eaft ch\u1eb7t chi ti\u00eau c\u1ee7a c\u00e1c k\u00eanh\/ giai \u0111o\u1ea1n tr\u01b0\u1edbc \u0111\u00f3.\u00a0Thay v\u00e0o \u0111\u00f3, n\u1ebfu Marketing c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng Attribution \u0111\u1ec3 ch\u1ec9 ra ti\u1ec1m n\u0103ng c\u1ee7a c\u00e1c k\u00eanh t\u01b0\u01a1ng t\u00e1c, b\u1ed9 ph\u1eadn T\u00e0i ch\u00ednh \u2013 K\u1ebf to\u00e1n s\u1ebd c\u00f3 nh\u1eefng c\u0103n c\u1ee9 thuy\u1ebft ph\u1ee5c h\u01a1n \u0111\u1ec3 n\u1edbi l\u1ecfng chi ti\u00eau v\u00e0 b\u00f9 \u0111\u1eafp cho ph\u1ea7n d\u00f4i ra \u1edf cu\u1ed1i ph\u1ec5u.<\/p>\n<p>V\u00e0 \u0111\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111\u00f3, b\u1ed9 ph\u1ea7n T\u00e0i ch\u00ednh bu\u1ed9c ph\u1ea3i hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng c\u1ee7a vi\u1ec7c tri\u1ec3n khai ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch \u0111\u1ec3 t\u1eeb \u0111\u00f3 hi\u1ec3u \u0111\u01b0\u1ee3c t\u1ea7m quan tr\u1ecdng trong c\u00e1c quy\u1ebft \u0111\u1ecbnh li\u00ean quan \u0111\u1ebfn \u0111i\u1ec1u ch\u1ec9nh hay thay \u0111\u1ed5i ng\u00e2n s\u00e1ch c\u1ee7a CMO.<\/p>\n<h2 id=\"5-5-gia-tri-vong-doi-khach-hang-rat-quan-trong\">5. Gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng r\u1ea5t quan tr\u1ecdng<\/h2>\n<p>Trong s\u1ed1 c\u00e1c th\u01b0\u1edbc \u0111o m\u00e0 ph\u00f2ng Marketing c\u1ea7n hi\u1ec3u, quan tr\u1ecdng nh\u1ea5t v\u00e0 l\u00e0 \u0111i\u1ec3m t\u1ef1a c\u1ee7a m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh Attribution hi\u1ec7u qu\u1ea3 ch\u00ednh l\u00e0 gi\u00e1 tr\u1ecb v\u00f2ng \u0111\u1eddi c\u1ee7a m\u1ed9t kh\u00e1ch h\u00e0ng (CLV).<\/p>\n<p>N\u1ebfu m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng c\u1ee7a CMO ch\u1ec9 l\u00e0 c\u00e1c chuy\u1ec3n \u0111\u1ed5i \u0111\u01a1n l\u1ebb \u0111i\u1ec1u \u0111\u00f3 c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi nh\u1eefng click \u1edf giai \u0111o\u1ea1n tr\u01b0\u1edbc s\u1ebd b\u1ecb \u0111\u00e1nh gi\u00e1 th\u1ea5p. Trong khi \u0111\u00f3, l\u01b0\u1ee3ng truy c\u1eadp \u0111\u01b0\u1ee3c t\u1ea1o ra \u1edf ph\u1ea7n \u0111\u1ea7u ph\u1ec5u s\u1ebd quan tr\u1ecdng h\u01a1n r\u1ea5t nhi\u1ec1u n\u1ebfu k\u1ebft qu\u1ea3 cu\u1ed1i c\u00f9ng \u0111\u01b0\u1ee3c \u0111o theo th\u1eddi gian thay v\u00ec ch\u1ec9 t\u00ednh theo t\u1eebng l\u1ea7n mua.\u00a0\u0110i\u1ec1u n\u00e0y c\u0169ng t\u01b0\u01a1ng t\u1ef1 trong B2B hay th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed, ngay c\u1ea3 nh\u1eefng ng\u01b0\u1eddi ch\u1ec9 mua m\u1ed9t l\u1ea7n c\u0169ng c\u00f3 th\u1ec3 t\u0103ng gi\u00e1 tr\u1ecb khi tham gia v\u00e0o ch\u01b0\u01a1ng tr\u00ecnh gi\u1edbi thi\u1ec7u kh\u00e1ch h\u00e0ng.<\/p>\n<h2 id=\"6-6-khong-co-gi-dem-lai-hieu-qua-cao-hon-viec-kiem-tra\">6. Kh\u00f4ng c\u00f3 g\u00ec \u0111em l\u1ea1i hi\u1ec7u qu\u1ea3 cao h\u01a1n vi\u1ec7c ki\u1ec3m tra<\/h2>\n<p>Ngay c\u1ea3 khi b\u1eb1ng c\u00e1ch n\u00e0o \u0111\u00f3 b\u1ea1n c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t k\u1ecbch b\u1ea3n ph\u00e2n b\u1ed5 ho\u00e0n h\u1ea3o, trong \u0111\u00f3 m\u1ed7i l\u1ea7n click v\u00e0 hi\u1ec3n th\u1ecb (qu\u1ea3ng c\u00e1o) \u0111\u01b0\u1ee3c chuy\u1ec3n t\u1ea3i m\u1ed9t c\u00e1ch k\u1ef3 di\u1ec7u th\u00e0nh m\u1ed9t gi\u00e1 tr\u1ecb ch\u00ednh x\u00e1c, cung c\u1ea5p th\u00f4ng tin h\u1eefu \u00edch cho vi\u1ec7c ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch ti\u1ebfp th\u1ecb, CMO v\u1eabn c\u00f3 nhi\u1ec1u vi\u1ec7c ph\u1ea3i l\u00e0m thay v\u00ec ng\u1ee7 qu\u00ean trong chi\u1ebfn th\u1eafng.<\/p>\n<p>T\u01b0\u01a1ng t\u1ef1 m\u1ecdi ho\u1ea1t \u0111\u1ed9ng trong ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, kh\u00f4ng c\u00f3 g\u00ec c\u00f3 th\u1ec3 thay th\u1ebf Testing. Nh\u1edd \u0111\u00f3, click \u0111\u00f3 c\u00f3 th\u1ec3 s\u1ebd gi\u00e1 tr\u1ecb h\u01a1n v\u1edbi m\u1eabu qu\u1ea3ng c\u00e1o ph\u00f9 h\u1ee3p h\u01a1n; t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i t\u1eeb click tr\u00ean thi\u1ebft b\u1ecb di \u0111\u1ed9ng sang t\u00ecm ki\u1ebfm tr\u00ean m\u00e1y t\u00ednh \u0111\u1ec3 b\u00e0n c\u00f3 th\u1ec3 t\u0103ng l\u00ean v\u1edbi h\u00ecnh \u1ea3nh s\u1ea3n ph\u1ea9m s\u1eafc n\u00e9t h\u01a1n ho\u1eb7c s\u1eafp x\u1ebfp h\u1ee3p l\u00fd h\u01a1n.<\/p>\n<p>M\u1ee5c ti\u00eau c\u1ee7a Attribution, m\u1ed9t l\u1ea7n n\u1eefa, l\u00e0 \u0111\u00e1nh gi\u00e1 gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng \u0111i\u1ec3m ch\u1ea1m trong h\u00e0nh tr\u00ecnh kh\u00e1ch h\u00e0ng \u0111\u1ec3 c\u00f3 th\u1ec3 qu\u1ea3n l\u00fd, theo d\u00f5i v\u00e0 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng chi ti\u00eau hi\u1ec7u qu\u1ea3 h\u01a1n.<\/p>\n<h2 id=\"7-7-hoan-hao-khong-phai-la-muc-tieu-cuoi-cung\">7. Ho\u00e0n h\u1ea3o kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng<\/h2>\n<p>Sau t\u1ea5t c\u1ea3, \u0111i\u1ec1u c\u00e1c CMO h\u01b0\u1edbng t\u1edbi li\u1ec7u c\u00f3 ph\u1ea3i m\u1ed9t k\u1ecbch b\u1ea3n ho\u00e0n h\u1ea3o v\u1ec1 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch? H\u00e3y ch\u1ea5p nh\u1eadn s\u1ef1 th\u1eadt r\u1eb1ng s\u1ebd kh\u00f4ng bao gi\u1edd \u0111\u1ea1t \u0111\u01b0\u1ee3c \u0111i\u1ec3m ho\u00e0n h\u1ea3o \u2013 ho\u1eb7c \u00edt nh\u1ea5t c\u0169ng kh\u00f4ng ph\u1ea3i trong t\u01b0\u01a1ng lai g\u1ea7n (n\u00ean c\u1ea9n th\u1eadn v\u1edbi qu\u1ea3ng c\u00e1o t\u1eeb c\u00e1c nh\u00e0 cung c\u1ea5p gi\u1ea3i ph\u00e1p c\u00f4ng ngh\u1ec7). M\u1ed7i m\u00f4 h\u00ecnh, cho d\u00f9 ti\u00ean ti\u1ebfn nh\u01b0 th\u1ebf n\u00e0o, \u0111\u1ec1u c\u00f3 sai s\u00f3t.<\/p>\n<p>Nh\u1eefng m\u00f4 h\u00ecnh nh\u01b0 L\u00fd thuy\u1ebft tr\u00f2 ch\u01a1i, Kinh t\u1ebf l\u01b0\u1ee3ng, \u0110\u1ed9 tr\u1ec5 th\u1eddi gian, v.v. \u0111\u1ec1u mu\u00f4n h\u00ecnh v\u1ea1n tr\u1ea1ng v\u00e0 v\u00f4 c\u00f9ng ph\u1ee9c t\u1ea1p nh\u01b0ng kh\u00f4ng m\u00f4 h\u00ecnh n\u00e0o c\u00f3 th\u1ec3 v\u1ebd n\u00ean m\u1ed9t b\u1ee9c tranh ch\u00ednh x\u00e1c v\u1ec1 gi\u00e1 tr\u1ecb c\u1ee7a m\u1ed7i \u0111i\u1ec3m t\u01b0\u01a1ng t\u00e1c trong b\u1ee9c tranh t\u1ed5ng th\u1ec3. Do \u0111\u00f3, \u0111i\u1ec3m kh\u00e1c bi\u1ec7t gi\u1eefa c\u00e1c CMO trong \u1ee9ng d\u1ee5ng Attribution ch\u00ednh l\u00e0 s\u1ef1 th\u00e0nh th\u1ea1o \u2013 bi\u1ebft khi n\u00e0o l\u00e0 \u0111\u1ee7 v\u00e0 n\u00ean d\u1eebng l\u1ea1i \u0111\u00fang l\u00fac.<\/p>\n<p>Hy v\u1ecdng khi \u0111\u1ecdc \u0111\u1ebfn nh\u1eefng d\u00f2ng n\u00e0y, c\u00e1c CMO c\u00f3 th\u1ec3 d\u1ea7n h\u00ecnh dung r\u00f5 n\u00e9t h\u01a1n v\u1ec1 Attribution so v\u1edbi tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u. V\u00e0 \u0111i\u1ec3m th\u00fa v\u1ecb ch\u1eafc ch\u1eafn kh\u00f4ng th\u1ec3 kh\u00f4ng nh\u1eafc t\u1edbi ch\u00ednh l\u00e0: gi\u1ed1ng nh\u01b0 m\u1ecdi th\u1ee9 kh\u00e1c trong ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1, Attribution c\u0169ng thay \u0111\u1ed5i theo m\u1ed7i tu\u1ea7n khi c\u00f4ng ngh\u1ec7 hay c\u00e1c k\u00eanh m\u1edbi xu\u1ea5t hi\u1ec7n.<\/p>\n<p>Tuy nhi\u00ean, CMO c\u00f3 th\u1ec3 ch\u1eafc ch\u1eafn r\u1eb1ng nguy\u00ean l\u00fd giao ti\u1ebfp t\u1ed1t gi\u1eefa c\u00e1c b\u1ed9 ph\u1eadn, th\u1ecfa thu\u1eadn v\u1ec1 ti\u00eau ch\u00ed \u0111\u00e1nh gi\u00e1 c\u1ee7a c\u00e1c gi\u00e1 tr\u1ecb c\u0103n b\u1ea3n c\u0169ng nh\u01b0 nh\u1ea5t qu\u00e1n c\u1ee7a c\u00e1c m\u1ee5c ti\u00eau s\u1ebd r\u1ea5t quan tr\u1ecdng gi\u00fap c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb ho\u1ea1t \u0111\u1ed9ng hi\u1ec7u qu\u1ea3.<\/p>\n<p style=\"text-align: right\"><i>Theo Marketing Land<\/i><\/p>\n<p style=\"text-align: left\"><em>B\u00e0i li\u00ean quan:<\/em><\/p>\n<ul>\n<li style=\"text-align: left\"><em>Marketing \u0111a k\u00eanh \u2013 Xu h\u01b0\u1edbng gia t\u0103ng chuy\u1ec3n \u0111\u1ed5i kh\u00e1ch h\u00e0ng nhanh ch\u00f3ng<\/em><\/li>\n<li style=\"text-align: left\">Ti\u1ebfp th\u1ecb b\u1eb1ng bi\u1ec3u t\u01b0\u1ee3ng c\u1ea3m x\u00fac<\/li>\n<\/ul>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tuy nhi\u00ean, n\u1ebfu ch\u01b0a hi\u1ec3u s\u00e2u v\u1ec1 v\u1ec1 Attribution hay c\u1ea3m th\u1ea5y lo l\u1eafng tr\u01b0\u1edbc kh\u00e1i ni\u1ec7m ho\u00e0n to\u00e0n m\u1edbi m\u1ebb n\u00e0y, ch\u1eafc ch\u1eafn b\u1ea1n kh\u00f4ng c\u00f4 \u0111\u01a1n b\u1edfi h\u1ea7u h\u1ebft c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb kh\u00f4ng th\u1ec3 x\u00e1c \u0111\u1ecbnh ch\u1eafc ch\u1eafn gi\u00e1 tr\u1ecb c\u1ee7a t\u1eebng k\u00eanh hay \u0111i\u1ec3m ch\u1ea1m trong h\u00e0nh tr\u00ecnh mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u \u0111\u00f3 c\u0169ng \u0111\u1ed3ng ngh\u0129a v\u1edbi vi\u1ec7c vai tr\u00f2 c\u1ee7a Attribution ng\u00e0y c\u00e0ng tr\u1edf n\u00ean quan trong khi c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb ch\u01b0a t\u00ednh to\u00e1n \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 c\u1ee7a ng\u00e2n s\u00e1ch \u0111\u00e3 chi ti\u00eau.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/55381"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=55381"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/55381\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=55381"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=55381"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=55381"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}