{"id":55858,"date":"2023-12-20T16:02:39","date_gmt":"2023-12-20T09:02:39","guid":{"rendered":"https:\/\/masterskills.org\/blog\/dung-theo-doi-click-hay-do-luong-nhung-thu-quan-trong-hon.html"},"modified":"2023-12-20T16:02:39","modified_gmt":"2023-12-20T09:02:39","slug":"dung-theo-doi-click-hay-do-luong-nhung-thu-quan-trong-hon","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/dung-theo-doi-click-hay-do-luong-nhung-thu-quan-trong-hon.html","title":{"rendered":"\u0110\u1eebng theo d\u00f5i \u201cclick\u201d, h\u00e3y \u0111o l\u01b0\u1eddng nh\u1eefng th\u1ee9 quan tr\u1ecdng h\u01a1n"},"content":{"rendered":"
Trong d\u1ecbp n\u00f3i chuy\u1ec7n v\u1edbi Steven Feiner, c\u1ef1u nh\u00e2n vi\u00ean Google, hi\u1ec7n \u0111ang l\u00e0 Th\u00e0nh vi\u00ean s\u00e1ng l\u1eadp ki\u00eam Gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh c\u00f4ng ty A Better Florist, \u00f4ng cho r\u1eb1ng nh\u1eefng th\u00e1ch th\u1ee9c \u0111\u1ed1i v\u1edbi marketing l\u00e0 hi\u1ec3u h\u1ebft \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 c\u1ee7a Digital Marketing v\u00e0 t\u1eadp trung v\u00e0o vi\u1ec7c t\u0103ng kh\u1ea3 n\u0103ng chuy\u1ec3n \u0111\u1ed5i Doanh thu (Conversion).<\/p>\n

Feiner th\u00e0nh l\u1eadp A Better Florist v\u00e0o n\u0103m ngo\u00e1i (2015) t\u1ea1i Singapore v\u1edbi m\u1ee5c \u0111\u00edch gi\u00fap cho vi\u1ec7c mua hoa \u0111\u01a1n gi\u1ea3n v\u00e0 nhanh h\u01a1n th\u00f4ng qua k\u00eanh b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn, \u0111\u1ed3ng th\u1eddi nh\u1ea5n m\u1ea1nh vi\u1ec7c x\u00e2y d\u1ef1ng quy tr\u00ecnh ph\u1ea3i ch\u00fa tr\u1ecdng v\u00e0o d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c. \u00d4ng cho bi\u1ebft nhi\u1ec1u c\u00f4ng ty \u0111\u00e3 b\u1ecb \u00e1m \u1ea3nh v\u1edbi vi\u1ec7c \u0111o l\u01b0\u1eddng t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 v\u00e0 l\u00fac n\u00e0o c\u0169ng \u0111\u00f2i h\u1ecfi \u0111\u1ed9 ch\u00ednh x\u00e1c 100%.<\/p>\n

\u0110o l\u01b0\u1eddng marketing hi\u1ec7u qu\u1ea3 l\u00e0 quan t\u00e2m t\u1edbi ng\u01b0\u1eddi c\u00f3 h\u00e0nh \u0111\u1ed9ng \"click\"<\/p>\n

\u0110\u1eebng quan t\u00e2m \u201cclick\u201d, h\u00e3y quan t\u00e2m \u0111\u1ebfn ng\u01b0\u1eddi c\u00f3 h\u00e0nh \u0111\u1ed9ng \u201cclick\u201d<\/p>\n<\/div>\n

\u201c\u0110i\u1ec1u quan trong nh\u1ea5t, ch\u00fang ta \u0111o l\u01b0\u1eddng ch\u00ednh x\u00e1c \u0111\u1ebfn \u0111\u00e2u c\u0169ng kh\u00f4ng c\u00f3 \u00fd ngh\u0129a g\u00ec n\u1ebfu kh\u00f4ng ai quan t\u00e2m. Thay v\u00e0o \u0111\u00f3, ch\u00fang ta ph\u1ea3i c\u00f3 nh\u1eadn th\u1ee9c r\u1ed9ng h\u01a1n v\u00e0 c\u00e1c b\u00ean li\u00ean quan ph\u1ea3i c\u00f3 c\u00f9ng m\u1ed9t \u0111\u1ecbnh h\u01b0\u1edbng v\u00e0 chung m\u1ed9t m\u1ee5c ti\u00eau\u201d \u00f4ng n\u00f3i.<\/p>\n

\u00d4ng nh\u1ea5n m\u1ea1nh r\u1eb1ng \u0111\u00f3 l\u00e0 v\u1ea5n \u0111\u1ec1 chuy\u1ec3n \u0111\u1ed5i cho c\u1ea3 m\u1ed9t t\u1ed5 ch\u1ee9c v\u00e0 m\u1ee5c ti\u00eau ch\u00ednh l\u00e0 ph\u1ea3i c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng \u0111\u00fang \u0111\u1eafn ngay t\u1eeb khi b\u1eaft \u0111\u1ea7u.<\/p>\n

\n

N\u1ebfu s\u1ebfp c\u1ee7a b\u1ea1n kh\u00f4ng hi\u1ec3u nh\u1eefng g\u00ec hi\u1ec7n \u0111ang x\u1ea3y ra m\u00e0 b\u1ea1n l\u1ea1i c\u00f2n l\u00e0m m\u1ecdi th\u1ee9 ph\u1ee9c t\u1ea1p h\u01a1n r\u1ea5t nhi\u1ec1u th\u00ec k\u1ebft qu\u1ea3 s\u1ebd \u0111i \u0111\u1ebfn \u0111\u00e2u?<\/p>\n<\/blockquote>\n

Trong khi n\u0103ng l\u1ef1c th\u1ef1c hi\u1ec7n digital \u1edf khu v\u1ef1c n\u00e0y \u0111ang \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n m\u1ed7i ng\u00e0y th\u00ec Feiner cho r\u1eb1ng \u0111a s\u1ed1 ch\u00fang ta v\u1eabn ch\u01b0a \u0111\u1ea1t \u0111\u1ebfn m\u1ee9c ph\u00e1t tri\u1ec3n \u0111\u00f3, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong c\u00e1c c\u00f4ng ty l\u1edbn, quan tr\u1ecdng l\u00e0 l\u00e0m sao gi\u1eef cho vi\u1ec7c th\u1ef1c hi\u1ec7n digital th\u1eadt s\u1ef1 \u0111\u01a1n gi\u1ea3n t\u1eeb khi b\u1eaft \u0111\u1ea7u.<\/p>\n

\u0110\u1eebng c\u1ea7m \u0111\u00e8n ch\u1ea1y tr\u01b0\u1edbc \u00f4 t\u00f4!<\/h2>\n

Feiner n\u00f3i r\u1eb1ng c\u00f3 r\u1ea5t nhi\u1ec1u c\u00f4ng c\u1ee5 \u0111\u1ec3 \u0111o l\u01b0\u1eddng marketing hi\u1ec7u qu\u1ea3 v\u00e0 th\u01b0\u1eddng ch\u00fang ta d\u1ec5 d\u00e0ng qu\u00ean m\u1ea5t \u0111i\u1ec1u g\u00ec l\u00e0 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi Doanh nghi\u1ec7p c\u1ee7a m\u00ecnh, nh\u1eefng g\u00ec c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c v\u00e0 kh\u00f4ng \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c. \u00d4ng n\u00f3i m\u1ecdi ng\u01b0\u1eddi th\u01b0\u1eddng s\u1ebd \u0111o l\u01b0\u1eddng l\u01b0\u1ee3ng \u201cclick\u201d \u0111\u1ea7u ti\u00ean cho m\u1ed7i chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd.<\/p>\n

\u201cM\u1ecdi ng\u01b0\u1eddi kh\u00f4ng n\u00ean \u0111o l\u01b0\u1eddng l\u01b0\u1ee3ng \u201cclick\u201d n\u1eefa\u201d, \u00f4ng n\u00f3i. Ch\u00fang t\u00f4i kh\u00f4ng bao gi\u1edd \u0111o l\u01b0\u1eddng \u201cclick\u201d.<\/p>\n

\u201cClick\u201d, \u201cImpression\u201d ho\u1eb7c l\u01b0\u1ee3t \u201cView\u201d kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t s\u1ed1 li\u1ec7u quan tr\u1ecdng,\u201d. Feiner l\u1eadp lu\u1eadn r\u1eb1ng \u0111i\u1ec1u quan tr\u1ecdng \u0111\u1ed1i v\u1edbi m\u1ed9t doanh nghi\u1ec7p l\u00e0 kh\u1ea3 n\u0103ng chuy\u1ec3n th\u00e0nh Doanh s\u1ed1 (Conversion), v\u00e0 m\u1ed9t s\u1ed1 y\u1ebfu t\u1ed1 kh\u00e1c \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn qu\u00e1 tr\u00ecnh mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\u201cCh\u00fang ta ph\u1ea3i thi\u1ebft l\u1eadp m\u1ee5c ti\u00eau cho nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ed1i v\u1edbi m\u1ed7i k\u00eanh truy\u1ec1n th\u00f4ng \u0111\u1ec3 c\u00f3 th\u1ec3 c\u00f3 quy\u1ebft \u0111\u1ecbnh ph\u00f9 h\u1ee3p nh\u1ea5t\u201d, \u00f4ng n\u00f3i. A Better Florist s\u1eed d\u1ee5ng Mixpanel \u0111\u1ec3 \u0111o l\u01b0\u1eddng m\u1ed7i \u201cConversion\u201d v\u00e0 m\u1ed7i platform trong th\u1ef1c t\u1ebf.<\/p>\n

V\u1ec1 vi\u1ec7c x\u00e2y d\u1ef1ng \u201cM\u00f4 h\u00ecnh tr\u00ean nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng\u201d, A Better Florist t\u1eadp trung v\u00e0o M\u00f4 h\u00ecnh U-shaped, trong \u0111\u00f3 h\u1ecd t\u0103ng tr\u1ecdng s\u1ed1 \u0111\u1ed1i v\u1edbi nh\u1eefng t\u01b0\u01a1ng t\u00e1c \u0111\u1ea7u v\u00e0 cu\u1ed1i, v\u00e0 tr\u1ecdng s\u1ed1 trong qu\u00e1 tr\u00ecnh t\u01b0\u01a1ng t\u00e1c s\u1ebd th\u1ea5p h\u01a1n.<\/p>\n

Feiner cho r\u1eb1ng U-Shaped l\u00e0 ph\u01b0\u01a1ng th\u1ee9c t\u1ed1t nh\u1ea5t trong th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111\u1ec3 \u00e1p d\u1ee5ng tr\u00ean di\u1ec7n r\u1ed9ng nh\u01b0ng nhi\u1ec1u t\u1ed5 ch\u1ee9c v\u1eabn s\u1eed d\u1ee5ng nh\u1eefng m\u00f4 h\u00ecnh click \u0111\u1ea7u v\u00e0 cu\u1ed1i m\u1eb7c d\u00f9 \u0111\u00e3 l\u1ed7i th\u1eddi ch\u1ee7 y\u1ebfu b\u1edfi v\u00ec n\u00f3 \u0111\u01a1n gi\u1ea3n v\u00e0 \u0111\u00f2i h\u1ecfi n\u1ed7 l\u1ef1c \u00edt h\u01a1n nh\u1eb1m c\u00f3 \u0111\u01b0\u1ee3c l\u01b0\u1ee3ng \u201cVisits\u201d v\u00e0 \u201cLead Conversion\u201d.<\/p>\n

\"U-Shaped<\/p>\n

U-Shaped l\u00e0 ph\u00f9 h\u1ee3p cho Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed trong t\u01b0\u01a1ng lai.<\/p>\n<\/div>\n

C\u00e1ch th\u1ee9c n\u00e0y c\u00f3 v\u1ebb ph\u1ed5 bi\u1ebfn nh\u01b0ng v\u1ec1 l\u00e2u d\u00e0i th\u00ec s\u1ebd c\u00f3 m\u1ed9t v\u1ea5n \u0111\u1ec1 l\u1edbn trong vi\u1ec7c x\u00e2y d\u1ef1ng gi\u00e1 tr\u1ecb b\u1ec1n v\u1eefng c\u0169ng nh\u01b0 gi\u1eef \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng l\u00e2u d\u00e0i.<\/p>\n

\u201cN\u1ebfu ch\u00fang ta ch\u1ec9 t\u1eadp trung v\u00e0o m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 gi\u1ed1ng nh\u01b0 first-click v\u00e0 last-click th\u00ec ch\u00fang ta ch\u1ec9 m\u1edbi k\u1ec3 ch\u01b0a \u0111\u1ebfn m\u1ed9t n\u1eeda c\u00e2u chuy\u1ec7n,\u201d \u00f4ng n\u00f3i.<\/p>\n

\n

N\u1ebfu t\u00f4i ch\u1ec9 b\u00e1n hoa cho kh\u00e1ch h\u00e0ng th\u00ec \u0111\u00f3 s\u1ebd ho\u00e0n to\u00e0n l\u00e0 m\u1ed9t th\u1ea5t b\u1ea1i. T\u00f4i h\u1ee9ng th\u00fa t\u00ecm hi\u1ec3u v\u00ec sao kh\u00e1ch h\u00e0ng t\u00ecm \u0111\u1ebfn ch\u00fang t\u00f4i v\u00e0 l\u00e0m sao gi\u1eef h\u1ecd v\u1ec1 l\u00e2u d\u00e0i.<\/p>\n<\/blockquote>\n

H\u01b0\u1edbng t\u1edbi vi\u1ec7c hi\u1ec3u bi\u1ebft gi\u00e1 tr\u1ecb tr\u1ecdn \u0111\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng (Customer Lifetime Value) l\u00e0 v\u00f4 c\u00f9ng c\u1ea7n thi\u1ebft v\u00e0 n\u00f3 s\u1ebd gi\u00fap A Florist Better bi\u1ebft \u0111\u01b0\u1ee3c h\u1ecd c\u1ea7n chi tr\u1ea3 bao nhi\u00eau ti\u1ec1n \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed7i kh\u00e1ch h\u00e0ng.<\/p>\n

\u201cV\u1edbi m\u1ed9t m\u1ee9c gi\u00e1 nh\u1ea5t \u0111\u1ecbnh th\u00ec s\u1ebd c\u00f3 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi d\u00f9ng t\u01b0\u01a1ng \u1ee9ng. \u0110\u1ebfn cu\u1ed1i c\u00f9ng th\u00ec b\u1ea1n c\u1ea7n bi\u1ebft b\u1ea1n c\u00f3 th\u1ec3 tr\u1ea3 bao nhi\u00eau ti\u1ec1n \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng d\u1ef1a tr\u00ean kh\u1ea3 n\u0103ng kinh t\u1ebf c\u1ee7a c\u00f4ng ty. Ch\u00fang t\u00f4i s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t kh\u00e1ch h\u00e0ng n\u1ebfu LTV (Lifetime Value) c\u1ee7a ch\u00fang t\u00f4i \u0111\u1ee7 cao \u0111\u1ec3 sau khi \u0111\u1ea7u t\u01b0 (nh\u1eb1m c\u00f3 \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng \u0111\u00f3) ch\u00fang t\u00f4i v\u1eabn c\u00f3 l\u1ee3i nhu\u1eadn.\u201d<\/p>\n

Feiner cho bi\u1ebft c\u00e1c c\u00f4ng ty b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn \u0111ang l\u00e0m r\u1ea5t t\u1ed1t v\u1ec1 m\u1eb7t n\u00e0y. \u00d4ng nh\u1eafc \u0111\u1ebfn Rocket Group nh\u01b0 v\u00ed d\u1ee5 c\u1ee5 th\u1ec3, nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u Zalora v\u00e0 Lazada d\u1eabn \u0111\u1ea7u trong vi\u1ec7c t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd v\u00e0 x\u00e1c \u0111\u1ecbnh nh\u1eefng y\u1ebfu t\u1ed1 g\u00ec \u0111\u1ec3 \u0111o l\u01b0\u1eddng c\u1ea3 v\u1ec1 Online v\u00e0 Offline.<\/p>\n

\u0110\u1ed1i v\u1edbi Feiner, m\u1ed9t khi b\u1ea1n thi\u1ebft l\u1eadp \u0111\u01b0\u1ee3c n\u1ec1n t\u1ea3ng c\u01a1 b\u1ea3n v\u00e0 t\u1ed5 ch\u1ee9c b\u1ea1n \u0111\u1ed3ng thu\u1eadn v\u1edbi nh\u1eefng g\u00ec c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng, b\u1ea1n c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n d\u1ea7n d\u1ea7n d\u1ef1a tr\u00ean vi\u1ec7c bi\u1ebft \u0111\u01b0\u1ee3c m\u1ee9c \u0111\u1ed9 ph\u00f9 h\u1ee3p gi\u1eefa c\u00e1c bi\u1ebfn gi\u00e1 tr\u1ecb, kh\u00e1ch h\u00e0ng v\u1edbi kh\u1ea3 n\u0103ng \u0111o l\u01b0\u1eddng tr\u1ef1c tuy\u1ebfn.<\/p>\n

\u201cT\u1ea1i A Better Florist, l\u1ee3i \u00edch c\u1ee7a m\u1ed9t t\u1ed5 ch\u1ee9c nh\u1ecf l\u00e0 ch\u00fang t\u00f4i c\u00f3 s\u1ef1 \u0111\u1ed3ng nh\u1ea5t h\u01a1n v\u1ec1 kh\u1ea3 n\u0103ng l\u00e0m digital. V\u00ec v\u1eady m\u1ecdi chuy\u1ec7n c\u0169ng tr\u1edf n\u00ean d\u1ec5 d\u00e0ng h\u01a1n \u0111\u1ec3 c\u00f9ng b\u00e0n v\u1ec1 c\u00e1c b\u01b0\u1edbc ti\u1ebfp theo\u201d.<\/p>\n

\u201c\u0110\u00f3 l\u00e0 c\u00e2u h\u1ecfi gi\u00fap m\u1edf ra gi\u00e1 tr\u1ecb. \u0110\u1ea7u ti\u00ean, b\u1ea1n ph\u1ea3i hi\u1ec3u ch\u00ednh x\u00e1c \u00fd ngh\u0129a c\u1ee7a t\u1eebng gi\u00e1 tr\u1ecb v\u1ec1 l\u00e2u d\u00e0i. Ch\u00fang ta t\u1eadp trung v\u00e0o l\u1ee3i nhu\u1eadn nh\u01b0ng ch\u00fang ta ch\u1ec9 t\u0103ng tr\u01b0\u1edfng khi m\u00e0 ch\u00fang ta bi\u1ebft v\u1eadn d\u1ee5ng nh\u1eefng y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng v\u00e0 kh\u1ea3 n\u0103ng ph\u00e2n t\u00edch nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0y.<\/p>\n

Ngu\u1ed3n\u00a0Marketing Interactive\u00a0\u2013\u00a0R3 Vi\u1ec7t Nam chuy\u1ec3n ng\u1eef<\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Feiner th\u00e0nh l\u1eadp A Better Florist v\u00e0o n\u0103m ngo\u00e1i (2015) t\u1ea1i Singapore v\u1edbi m\u1ee5c \u0111\u00edch gi\u00fap cho vi\u1ec7c mua hoa \u0111\u01a1n gi\u1ea3n v\u00e0 nhanh h\u01a1n th\u00f4ng qua k\u00eanh b\u00e1n h\u00e0ng tr\u1ef1c tuy\u1ebfn, \u0111\u1ed3ng th\u1eddi nh\u1ea5n m\u1ea1nh vi\u1ec7c x\u00e2y d\u1ef1ng quy tr\u00ecnh ph\u1ea3i ch\u00fa tr\u1ecdng v\u00e0o d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c. \u00d4ng cho bi\u1ebft nhi\u1ec1u c\u00f4ng ty \u0111\u00e3 b\u1ecb \u00e1m \u1ea3nh v\u1edbi vi\u1ec7c \u0111o l\u01b0\u1eddng t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 v\u00e0 l\u00fac n\u00e0o c\u0169ng \u0111\u00f2i h\u1ecfi \u0111\u1ed9 ch\u00ednh x\u00e1c 100%.<\/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\/55858"}],"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=55858"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/55858\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=55858"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=55858"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=55858"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}