{"id":57103,"date":"2023-12-20T20:50:40","date_gmt":"2023-12-20T13:50:40","guid":{"rendered":"https:\/\/masterskills.org\/blog\/dmp-la-gi-vai-tro-cua-he-thong-quan-ly-du-lieu-dmp-doi-voi-doanh-nghiep.html"},"modified":"2023-12-20T20:50:40","modified_gmt":"2023-12-20T13:50:40","slug":"dmp-la-gi-vai-tro-cua-he-thong-quan-ly-du-lieu-dmp-doi-voi-doanh-nghiep","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/dmp-la-gi-vai-tro-cua-he-thong-quan-ly-du-lieu-dmp-doi-voi-doanh-nghiep.html","title":{"rendered":"DMP l\u00e0 g\u00ec? Vai tr\u00f2 c\u1ee7a h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p"},"content":{"rendered":"
\n

Trong th\u1eddi \u0111\u1ea1i s\u1ed1 h\u00f3a hi\u1ec7n nay, d\u1eef li\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p. Vi\u1ec7c thu th\u1eadp, qu\u1ea3n l\u00fd v\u00e0 s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 d\u1eef li\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng. V\u1edbi vai tr\u00f2 l\u00e0 trung t\u00e2m qu\u1ea3n l\u00fd d\u1eef li\u1ec7u, Data Management Platform (DMP) tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng, gi\u00fap doanh nghi\u1ec7p thu th\u1eadp, t\u1ed5 ch\u1ee9c, qu\u1ea3n l\u00fd v\u00e0 \u1ee9ng d\u1ee5ng d\u1eef li\u1ec7u hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

DMP l\u00e0 g\u00ec?<\/b><\/h2>\n

DMP (Data Management Platform) l\u00e0 h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u. N\u00f3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 t\u1ed5 ch\u1ee9c, qu\u1ea3n l\u00fd v\u00e0 ph\u00e2n t\u00edch th\u00f4ng tin t\u1eeb nhi\u1ec1u ngu\u1ed3n d\u1eef li\u1ec7u kh\u00e1c nhau. DMP th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong l\u0129nh v\u1ef1c qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1 \u0111\u1ec3 hi\u1ec3u v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau. H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP gi\u00fap c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3ng c\u00e1o c\u00f3 c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 ph\u00e2n lo\u1ea1i kh\u00e1ch h\u00e0ng, t\u1ea1o ra nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, v\u00e0 t\u00f9y ch\u1ec9nh th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o \u0111\u1ec3 t\u0103ng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb.\u00a0<\/span><\/p>\n

Xem th\u00eam:\u00a0Ph\u00e2n bi\u1ec7t ph\u1ea7n m\u1ec1m CDP v\u1edbi CRM v\u00e0 DMP<\/strong><\/em><\/p>\n

\"DMP<\/p>\n

DMP l\u00e0 g\u00ec?<\/p>\n<\/div>\n

DMP ho\u1ea1t \u0111\u1ed9ng nh\u01b0 th\u1ebf n\u00e0o?<\/b><\/h2>\n

H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP (Data Management Platform) ho\u1ea1t \u0111\u1ed9ng b\u1eb1ng c\u00e1ch t\u1ed5ng h\u1ee3p, qu\u1ea3n l\u00fd v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 quy tr\u00ecnh ho\u1ea1t \u0111\u1ed9ng c\u01a1 b\u1ea3n c\u1ee7a m\u1ed9t DMP:<\/span><\/p>\n

Giai \u0111o\u1ea1n m\u1ed9t: Thu th\u1eadp d\u1eef li\u1ec7u<\/b><\/h3>\n

Ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u1ed9t h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb c\u00e1c ngu\u1ed3n d\u1eef li\u1ec7u b\u00ean th\u1ee9 nh\u1ea5t, d\u1eef li\u1ec7u b\u00ean th\u1ee9 hai v\u00e0 d\u1eef li\u1ec7u b\u00ean th\u1ee9 ba \u0111\u1ec3 t\u1ea1o ra h\u1ed3 s\u01a1 kh\u00e1ch h\u00e0ng chi ti\u1ebft. C\u00e1c th\u00f4ng tin \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p, qu\u1ea3n l\u00fd \u0111\u1ec3 gi\u00fap c\u00e1c doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau.<\/span><\/p>\n

D\u1eef li\u1ec7u b\u00ean th\u1ee9 nh\u1ea5t l\u00e0 d\u1eef li\u1ec7u m\u00e0 doanh nghi\u1ec7p s\u1edf h\u1eefu v\u00e0 thu th\u1eadp tr\u1ef1c ti\u1ebfp t\u1eeb kh\u00e1ch h\u00e0ng, bao g\u1ed3m d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp tr\u1ef1c ti\u1ebfp t\u1eeb kh\u00e1ch h\u00e0ng v\u1edbi s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a h\u1ecd, t\u1eeb h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd quan h\u1ec7 kh\u00e1ch h\u00e0ng (CRM) v\u00e0 t\u1eeb d\u1eef li\u1ec7u \u0111\u0103ng k\u00fd. Ngo\u00e0i ra, c\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u mi\u1ec5n ph\u00ed t\u1eeb c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn v\u00e0 ph\u1ea3n h\u1ed3i t\u1eeb kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

D\u1eef li\u1ec7u d\u1eef li\u1ec7u b\u00ean th\u1ee9 hai bao g\u1ed3m d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c mua t\u1eeb m\u1ed9t c\u00f4ng ty kh\u00e1c \u0111ang n\u1eafm gi\u1eef, s\u1edf h\u1eefu v\u00e0 thu th\u1eadp th\u00f4ng tin c\u00e1c kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u1ef1 kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p.<\/span><\/p>\n

D\u1eef li\u1ec7u d\u1eef li\u1ec7u b\u00ean th\u1ee9 ba l\u00e0 d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c mua t\u1eeb c\u00e1c c\u00f4ng ty thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u trang web v\u00e0 n\u1ec1n t\u1ea3ng kh\u00e1c nhau. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, c\u00e1c c\u00f4ng ty n\u00e0y l\u00e0 nh\u1eefng ng\u01b0\u1eddi t\u1ed5ng h\u1ee3p d\u1eef li\u1ec7u ch\u1ee9 kh\u00f4ng ph\u1ea3i ng\u01b0\u1eddi thu th\u1eadp ban \u0111\u1ea7u.<\/span><\/p>\n

\"Quy<\/p>\n

Quy tr\u00ecnh ho\u1ea1t \u0111\u1ed9ng c\u1ee7a h\u1ec7 th\u1ed1ng DMP g\u1ed3m 3 giai \u0111o\u1ea1n: thu th\u1eadp, ph\u00e2n \u0111o\u1ea1n v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/p>\n<\/div>\n

Giai \u0111o\u1ea1n hai: Ph\u00e2n \u0111o\u1ea1n d\u1eef li\u1ec7u<\/b><\/h3>\n

Trong giai \u0111o\u1ea1n n\u00e0y, c\u00e1c doanh nghi\u1ec7p s\u1eed d\u1ee5ng h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP \u0111\u1ec3 chia v\u00e0 nh\u00f3m c\u00e1c d\u1eef li\u1ec7u t\u01b0\u01a1ng t\u1ef1 d\u1ef1a tr\u00ean c\u00e1c tham s\u1ed1 kh\u00e1c nhau \u0111\u1ec3 n\u00e2ng cao ho\u1ea1t \u0111\u1ed9ng. D\u1eef li\u1ec7u \u0111\u01b0\u1ee3c DMP t\u1ed5 ch\u1ee9c v\u00e0 qu\u1ea3n l\u00fd m\u1ed9t c\u00e1ch c\u00f3 c\u1ea5u tr\u00fac \u0111\u1ec3 thu\u1eadn ti\u1ec7n cho vi\u1ec7c s\u1eed d\u1ee5ng v\u00e0 ph\u00e2n t\u00edch. DMP s\u1eed d\u1ee5ng c\u00e1c ph\u01b0\u01a1ng ph\u00e1p v\u00e0 c\u00f4ng c\u1ee5 \u0111\u1ec3 ti\u00eau chu\u1ea9n ho\u1eb7c g\u1ed9p nh\u1ea5t c\u00e1c ngu\u1ed3n d\u1eef li\u1ec7u kh\u00e1c nhau, lo\u1ea1i b\u1ecf d\u1eef li\u1ec7u kh\u00f4ng h\u1ee3p l\u1ec7 ho\u1eb7c tr\u00f9ng l\u1eb7p.<\/span><\/p>\n

Giai \u0111o\u1ea1n ba: Ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/b><\/h3>\n

Ph\u00e2n t\u00edch d\u1eef li\u1ec7u bao g\u1ed3m vi\u1ec7c x\u00e2y d\u1ef1ng m\u00f4 h\u00ecnh d\u1eef li\u1ec7u \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh th\u00f4ng tin c\u00f3 th\u1ec3 h\u1eefu \u00edch cho quy\u1ebft \u0111\u1ecbnh kinh doanh. Trong giai \u0111o\u1ea1n n\u00e0y, DMP s\u1eed d\u1ee5ng d\u1eef li\u1ec7u \u0111\u00e3 thu th\u1eadp v\u00e0 ph\u00e2n lo\u1ea1i c\u00e1c ho\u1ea1t \u0111\u1ed9ng tr\u01b0\u1edbc \u0111\u00e2y c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u00ean trang web nh\u01b0 nh\u1ea5p chu\u1ed9t, s\u1edf th\u00edch v\u00e0 ph\u1ea3n \u1ee9ng \u0111\u1ed1i v\u1edbi qu\u1ea3ng c\u00e1o, \u2026 \u0111\u1ec3 t\u1ea1o ra th\u00f4ng tin h\u1ed3 s\u01a1 c\u1ee5 th\u1ec3 v\u1ec1 kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

Giai \u0111o\u1ea1n b\u1ed1n: Chuy\u1ec3n d\u1eef li\u1ec7u<\/b><\/h3>\n

Sau khi thu th\u1eadp, ph\u00e2n \u0111o\u1ea1n v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u, DMP chuy\u1ec3n d\u1eef li\u1ec7u \u0111\u00f3 \u0111\u1ebfn c\u00e1c s\u00e0n qu\u1ea3ng c\u00e1o, n\u1ec1n t\u1ea3ng b\u00ean c\u1ea7u (Demand-Side Platform- DSP) v\u00e0 n\u1ec1n t\u1ea3ng b\u00ean cung c\u1ea5p (Supply-Side Platform \u2013 SSP) \u0111\u1ec3 tri\u1ec3n khai s\u1eed d\u1ee5ng.\u00a0<\/span><\/p>\n

Trong \u0111\u00f3, DSP (Demand-Side Platform) l\u00e0 m\u1ed9t n\u1ec1n t\u1ea3ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi nh\u00e0 qu\u1ea3ng c\u00e1o \u0111\u1ec3 mua v\u00e0 qu\u1ea3n l\u00fd c\u00e1c qu\u1ea3ng c\u00e1o tr\u1ef1c tuy\u1ebfn. DSP gi\u00fap nh\u00e0 qu\u1ea3ng c\u00e1o t\u00ecm ki\u1ebfm v\u00e0 mua c\u00e1c l\u01b0\u1ee3t hi\u1ec3n th\u1ecb qu\u1ea3ng c\u00e1o t\u1eeb c\u00e1c ngu\u1ed3n kh\u00e1c nhau nh\u01b0 Ad Exchange v\u00e0 c\u00e1c m\u1ea1ng qu\u1ea3ng c\u00e1o kh\u00e1c. DSP cho ph\u00e9p nh\u00e0 qu\u1ea3ng c\u00e1o \u0111\u1ecbnh r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng v\u00e0 ti\u00eau ch\u00ed qu\u1ea3ng c\u00e1o, t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed v\u00e0 hi\u1ec7u qu\u1ea3 qu\u1ea3ng c\u00e1o th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u v\u00e0 thu\u1eadt to\u00e1n.<\/span><\/p>\n

Ng\u01b0\u1ee3c l\u1ea1i, SSP (Supply-Side Platform) l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c nh\u00e0 ph\u00e1t h\u00e0nh (nh\u01b0 c\u00e1c trang web, \u1ee9ng d\u1ee5ng) \u0111\u1ec3 qu\u1ea3n l\u00fd v\u00e0 b\u00e1n c\u00e1c qu\u1ea3ng c\u00e1o tr\u00ean n\u1ec1n t\u1ea3ng c\u1ee7a h\u1ecd. SSP gi\u00fap c\u00e1c nh\u00e0 ph\u00e1t h\u00e0nh t\u1ea1o ra m\u1ed9t kh\u00f4ng gian qu\u1ea3ng c\u00e1o c\u00f3 s\u1eb5n \u0111\u1ec3 b\u00e1n v\u00e0 li\u00ean k\u1ebft v\u1edbi c\u00e1c DSP v\u00e0 Ad Exchange. SSP cho ph\u00e9p c\u00e1c nh\u00e0 ph\u00e1t h\u00e0nh qu\u1ea3ng c\u00e1o \u0111\u1ecbnh r\u00f5 c\u00e1c t\u00e0i nguy\u00ean qu\u1ea3ng c\u00e1o, \u0111\u1eb7t m\u1ee9c gi\u00e1 v\u00e0 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn t\u1eeb vi\u1ec7c b\u00e1n qu\u1ea3ng c\u00e1o cho c\u00e1c nh\u00e0 qu\u1ea3ng c\u00e1o th\u00f4ng qua s\u00e0n giao d\u1ecbch qu\u1ea3ng c\u00e1o.<\/span><\/p>\n

C\u00e1c ch\u1ee9c n\u0103ng c\u1ee7a h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP<\/b><\/h2>\n

Ch\u1ee9c n\u0103ng v\u00e0 vai tr\u00f2 ch\u00ednh c\u1ee7a DMP (Data Management Platform) l\u00e0 qu\u1ea3n l\u00fd, t\u1ed5 ch\u1ee9c v\u00e0 t\u1eadn d\u1ee5ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u1ec3 h\u1ed7 tr\u1ee3 trong qu\u1ea3ng c\u00e1o, ti\u1ebfp th\u1ecb v\u00e0 t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c ch\u1ee9c n\u0103ng v\u00e0 vai tr\u00f2 quan tr\u1ecdng c\u1ee7a DMP:<\/span><\/p>\n

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  • Thu th\u1eadp d\u1eef li\u1ec7u: DMP thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau nh\u01b0 website, \u1ee9ng d\u1ee5ng di \u0111\u1ed9ng, m\u1ea1ng x\u00e3 h\u1ed9i, h\u1ec7 th\u1ed1ng CRM v\u00e0 c\u00e1c ngu\u1ed3n d\u1eef li\u1ec7u b\u00ean ngo\u00e0i. D\u1eef li\u1ec7u n\u00e0y bao g\u1ed3m th\u00f4ng tin kh\u00e1ch h\u00e0ng, h\u00e0nh vi tr\u1ef1c tuy\u1ebfn, quan t\u00e2m, s\u1edf th\u00edch, l\u1ecbch s\u1eed mua h\u00e0ng v\u00e0 nhi\u1ec1u th\u00f4ng tin kh\u00e1c.<\/span><\/li>\n<\/ul>\n
    \"DMP<\/p>\n

    DMP h\u1ed7 tr\u1ee3 c\u00e1c doanh nghi\u1ec7p qu\u1ea3n l\u00fd d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng \u0111\u1ec3 s\u1eed d\u1ee5ng qu\u1ea3ng c\u00e1o, ti\u1ebfp th\u1ecb hi\u1ec7u qu\u1ea3<\/p>\n<\/div>\n

      \n
    • X\u1eed l\u00fd v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u: H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP ti\u1ebfn h\u00e0nh x\u1eed l\u00fd v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ec3 t\u1ea1o ra th\u00f4ng tin gi\u00e1 tr\u1ecb v\u1ec1 kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m vi\u1ec7c x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1ch h\u00e0ng, nh\u00f3m kh\u00e1ch h\u00e0ng, quan t\u00e2m v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng. Ph\u00e2n t\u00edch d\u1eef li\u1ec7u gi\u00fap hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp th\u1ecb.<\/span><\/li>\n
    • L\u01b0u tr\u1eef v\u00e0 qu\u1ea3n l\u00fd d\u1eef li\u1ec7u: DMP l\u01b0u tr\u1eef d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch an to\u00e0n v\u00e0 c\u00f3 c\u1ea5u tr\u00fac. DMP s\u1eafp x\u1ebfp v\u00e0 t\u1ed5 ch\u1ee9c d\u1eef li\u1ec7u theo c\u00e1c ti\u00eau ch\u00ed nh\u01b0 th\u00f4ng tin c\u00e1 nh\u00e2n, s\u1edf th\u00edch, nh\u00f3m kh\u00e1ch h\u00e0ng v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng. Qu\u1ea3n l\u00fd d\u1eef li\u1ec7u \u0111\u1ea3m b\u1ea3o t\u00ednh to\u00e0n v\u1eb9n v\u00e0 b\u1ea3o m\u1eadt c\u1ee7a th\u00f4ng tin kh\u00e1ch h\u00e0ng.<\/span><\/li>\n
    • T\u00edch h\u1ee3p v\u00e0 chia s\u1ebb d\u1eef li\u1ec7u: DMP cho ph\u00e9p t\u00edch h\u1ee3p v\u00e0 chia s\u1ebb d\u1eef li\u1ec7u v\u1edbi c\u00e1c b\u00ean li\u00ean quan nh\u01b0 nh\u00e0 qu\u1ea3ng c\u00e1o, \u0111\u1ed1i t\u00e1c ti\u1ebfp th\u1ecb v\u00e0 nh\u00e0 cung c\u1ea5p d\u1ecbch v\u1ee5. Vi\u1ec7c chia s\u1ebb d\u1eef li\u1ec7u n\u00e0y gi\u00fap c\u00e1c b\u00ean th\u1ee9 ba t\u1eadn d\u1ee5ng th\u00f4ng tin \u0111\u1ec3 t\u1ea1o ra chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb, qu\u1ea3ng c\u00e1o v\u00e0 t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a hi\u1ec7u qu\u1ea3.<\/span><\/li>\n<\/ul>\n

      L\u1ee3i \u00edch khi doanh nghi\u1ec7p s\u1eed d\u1ee5ng h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP<\/b><\/h2>\n

      S\u1eed d\u1ee5ng h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u DMP (Data Management Platform) mang l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch cho doanh nghi\u1ec7p nh\u01b0:<\/span><\/p>\n

        \n
      • T\u1ed1i \u01b0u h\u00f3a qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp th\u1ecb: DMP cho ph\u00e9p \u0111\u1ecbnh r\u00f5 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng v\u00e0 nh\u1eafm m\u1ee5c ti\u00eau qu\u1ea3ng c\u00e1o d\u1ef1a tr\u00ean th\u00f4ng tin kh\u00e1ch h\u00e0ng chi ti\u1ebft, t\u1eeb \u0111\u00f3 t\u0103ng c\u01b0\u1eddng hi\u1ec7u su\u1ea5t qu\u1ea3ng c\u00e1o v\u00e0 ti\u1ebfp th\u1ecb. Theo AdRoll (2018), vi\u1ec7c s\u1eed d\u1ee5ng DMP gi\u00fap c\u1ea3i thi\u1ec7n t\u1ef7 l\u1ec7 chuy\u1ec3n \u0111\u1ed5i qu\u1ea3ng c\u00e1o l\u00ean \u0111\u1ebfn 70% v\u00e0 gi\u1ea3m chi ph\u00ed chuy\u1ec3n \u0111\u1ed5i l\u00ean \u0111\u1ebfn 49%.<\/span><\/li>\n
      • T\u0103ng c\u01b0\u1eddng t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a: DMP cung c\u1ea5p kh\u1ea3 n\u0103ng t\u1ea1o ra tr\u1ea3i nghi\u1ec7m t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a cho kh\u00e1ch h\u00e0ng. Theo b\u00e1o c\u00e1o c\u1ee7a Evergage (2020), 88% kh\u00e1ch h\u00e0ng th\u1ea5y t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a l\u00e0 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi tr\u1ea3i nghi\u1ec7m mua h\u00e0ng v\u00e0 63% kh\u00e1ch h\u00e0ng mong mu\u1ed1n nh\u1eadn \u0111\u01b0\u1ee3c n\u1ed9i dung c\u00e1 nh\u00e2n h\u00f3a. DMP gi\u00fap doanh nghi\u1ec7p cung c\u1ea5p n\u1ed9i dung, qu\u1ea3ng c\u00e1o v\u00e0 th\u00f4ng \u0111i\u1ec7p ph\u00f9 h\u1ee3p v\u1edbi t\u1eebng kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3, t\u0103ng c\u01b0\u1eddng s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u00e0 t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a.<\/span><\/li>\n<\/ul>\n
        \"H\u1ec7<\/p>\n

        H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd d\u1eef li\u1ec7u \u0111em l\u1ea1i nhi\u1ec1u l\u1ee3i \u00edch to l\u1edbn cho doanh nghi\u1ec7p<\/p>\n<\/div>\n

          \n
        • Hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng: S\u1eed d\u1ee5ng DMP, doanh nghi\u1ec7p c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng c\u01b0\u1eddng hi\u1ec3u bi\u1ebft v\u1ec1 h\u1ecd. Theo b\u00e1o c\u00e1o c\u1ee7a Forrester Consulting (2018), 92% c\u00e1c chuy\u00ean gia ti\u1ebfp th\u1ecb tin r\u1eb1ng hi\u1ec3u bi\u1ebft kh\u00e1ch h\u00e0ng l\u00e0 y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ec3 th\u00e0nh c\u00f4ng trong ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1. DMP cung c\u1ea5p th\u00f4ng tin chi ti\u1ebft v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m c\u00e1 nh\u00e2n, quan t\u00e2m, s\u1edf th\u00edch, l\u1ecbch s\u1eed mua h\u00e0ng v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng, gi\u00fap doanh nghi\u1ec7p n\u1eafm b\u1eaft nhu c\u1ea7u kh\u00e1ch h\u00e0ng v\u00e0 t\u1ea1o ra chi\u1ebfn l\u01b0\u1ee3c ti\u1ebfp th\u1ecb ph\u00f9 h\u1ee3p.<\/span><\/li>\n
        • C\u1ea3i thi\u1ec7n ROI v\u00e0 t\u0103ng doanh thu: S\u1eed d\u1ee5ng DMP \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a qu\u1ea3ng c\u00e1o, ti\u1ebfp th\u1ecb v\u00e0 t\u01b0\u01a1ng t\u00e1c c\u00e1 nh\u00e2n h\u00f3a, doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u0103ng doanh thu v\u00e0 c\u1ea3i thi\u1ec7n ROI (Return on Investment: T\u1ef7 l\u1ec7 l\u1ee3i nhu\u1eadn tr\u00ean chi ph\u00ed \u0111\u1ea7u t\u01b0).<\/span><\/li>\n
        • T\u0103ng t\u00ednh hi\u1ec7u qu\u1ea3 c\u1ee7a chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb \u0111a k\u00eanh: DMP cho ph\u00e9p t\u00edch h\u1ee3p d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau v\u00e0 cung c\u1ea5p th\u00f4ng tin li\u00ean quan \u0111\u1ebfn kh\u00e1ch h\u00e0ng tr\u00ean nhi\u1ec1u k\u00eanh ti\u1ebfp th\u1ecb kh\u00e1c nhau. Theo b\u00e1o c\u00e1o c\u1ee7a Winterberry Group (2018), 87% c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb cho bi\u1ebft vi\u1ec7c t\u00edch h\u1ee3p d\u1eef li\u1ec7u t\u1eeb nhi\u1ec1u ngu\u1ed3n kh\u00e1c nhau th\u00f4ng qua DMP \u0111\u00e3 c\u1ea3i thi\u1ec7n hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb \u0111a k\u00eanh c\u1ee7a h\u1ecd.<\/span><\/li>\n<\/ul>\n

          Data Management Platform (DMP) \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng trong l\u0129nh v\u1ef1c ti\u1ebfp th\u1ecb v\u00e0 qu\u1ea3ng c\u00e1o, gi\u00fap c\u00e1c doanh nghi\u1ec7p thu th\u1eadp, qu\u1ea3n l\u00fd v\u00e0 s\u1eed d\u1ee5ng d\u1eef li\u1ec7u kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3. Qua vi\u1ec7c ph\u00e2n \u0111o\u1ea1n d\u1eef li\u1ec7u v\u00e0 ph\u00e2n t\u00edch, DMP gi\u00fap c\u00e1c doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh ti\u1ebfp th\u1ecb th\u00f4ng minh, t\u1ea1o ra tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a v\u00e0 n\u00e2ng cao \u0111\u1ed9 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

          Xem th\u00eam:<\/em><\/strong><\/p>\n

          CRM l\u00e0 g\u00ec? V\u00ec sao l\u1ea1i ph\u1ea3i d\u00f9ng CRM?<\/em><\/strong><\/p>\n

          H\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd n\u1ed9i dung \u2013 CMS l\u00e0 g\u00ec? T\u1ed5ng h\u1ee3p c\u00e1c CMS th\u00f4ng d\u1ee5ng hi\u1ec7n nay<\/em><\/strong><\/p>\n

          \u00a0<\/em><\/strong><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

          Trong th\u1eddi \u0111\u1ea1i s\u1ed1 h\u00f3a hi\u1ec7n nay, d\u1eef li\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t t\u00e0i s\u1ea3n qu\u00fd gi\u00e1 \u0111\u1ed1i v\u1edbi c\u00e1c doanh nghi\u1ec7p. Vi\u1ec7c thu th\u1eadp, qu\u1ea3n l\u00fd v\u00e0 s\u1eed d\u1ee5ng hi\u1ec7u qu\u1ea3 d\u1eef li\u1ec7u \u0111\u00e3 tr\u1edf th\u00e0nh m\u1ed9t y\u1ebfu t\u1ed1 quy\u1ebft \u0111\u1ecbnh th\u00e0nh c\u00f4ng. V\u1edbi vai tr\u00f2 l\u00e0 trung t\u00e2m qu\u1ea3n l\u00fd d\u1eef li\u1ec7u, Data Management Platform (DMP) tr\u1edf th\u00e0nh m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng, gi\u00fap doanh nghi\u1ec7p thu th\u1eadp, t\u1ed5 ch\u1ee9c, qu\u1ea3n l\u00fd v\u00e0 \u1ee9ng d\u1ee5ng d\u1eef li\u1ec7u hi\u1ec7u qu\u1ea3.<\/span><\/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\/57103"}],"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=57103"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/57103\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=57103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=57103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=57103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}