M\u1ed7i n\u0103m, c\u00e1c marketer chi h\u00e0ng t\u1ef7 \u0111\u00f4 la cho c\u00e1c chi\u1ebfn d\u1ecbch nh\u1eb1m thu h\u00fat, gi\u1eef ch\u00e2n v\u00e0 b\u00e1n th\u00eam s\u1ea3n ph\u1ea9m cho kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, b\u1ea5t ch\u1ea5p s\u1ef1 \u0111\u1ea7u t\u01b0 l\u1edbn n\u00e0y, vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a nh\u1eefng s\u00e1ng ki\u1ebfn n\u00e0y th\u1ef1c s\u1ef1 l\u00e0 r\u1ea5t kh\u00f3 kh\u0103n v\u00e0 ch\u00fang c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c c\u1ea3i thi\u1ec7n nh\u01b0 th\u1ebf n\u00e0o? M\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ph\u1ed5 bi\u1ebfn \u0111\u1ec3 \u0111o l\u01b0\u1eddng L\u1ee3i t\u1ee9c \u0111\u1ea7u t\u01b0 (ROI) c\u1ee7a chi\u1ebfn d\u1ecbch l\u00e0 ch\u1ea1y A\/B testing: C\u00e1c marketer s\u1ebd nh\u1eafm m\u1ee5c ti\u00eau kh\u00e1ch h\u00e0ng b\u1eb1ng hai c\u00e1ch kh\u00e1c nhau, sau \u0111\u00f3 so s\u00e1nh k\u1ebft qu\u1ea3 gi\u1eefa hai nh\u00f3m. V\u1edbi c\u00e1ch ti\u1ebfp c\u1eadn ph\u00f9 h\u1ee3p \u0111\u1ec3 ph\u00e2n t\u00edch, c\u00e1c A\/B testing n\u00e0y c\u00f3 th\u1ec3 cung c\u1ea5p th\u00f4ng tin chi ti\u1ebft h\u1eefu \u00edch – nh\u01b0ng ch\u00fang c\u0169ng c\u00f3 kh\u1ea3 n\u0103ng g\u00e2y hi\u1ec3u l\u1ea7m cao.<\/p>\n
\u0110\u1ec3 hi\u1ec3u nh\u1eefng thi\u1ebfu s\u00f3t v\u1ec1 c\u00e1ch A\/B testing th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng, h\u00e3y xem qua m\u1ed9t v\u00ed d\u1ee5 gi\u1ea3 \u0111\u1ecbnh sau \u0111\u00e2y:<\/p>\n
H\u00e3y t\u01b0\u1edfng t\u01b0\u1ee3ng b\u1ea1n l\u00e0m vi\u1ec7c cho m\u1ed9t t\u1ed5 ch\u1ee9c ngh\u1ec7 thu\u1eadt l\u1edbn \u0111ang lo ng\u1ea1i v\u1ec1 vi\u1ec7c gi\u1ea3m t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n c\u00e1c th\u00e0nh vi\u00ean. B\u1ea1n \u0111ang ngh\u0129 \u0111\u1ebfn vi\u1ec7c g\u1eedi m\u1ed9t m\u00f3n qu\u00e0 nh\u1ecf c\u00f9ng v\u1edbi th\u00f4ng b\u00e1o gia h\u1ea1n cho nh\u1eefng th\u00e0nh vi\u00ean c\u00f3 kh\u1ea3 n\u0103ng b\u1ecb h\u1ee7y t\u01b0 c\u00e1ch th\u00e0nh vi\u00ean cao, nh\u01b0ng v\u00ec \u0111i\u1ec1u \u0111\u00f3 c\u00f3 s\u1ef1 m\u1ea1o hi\u1ec3m cao, n\u00ean b\u1ea1n mu\u1ed1n \u0111\u1ea3m b\u1ea3o r\u1eb1ng c\u00e1ch l\u00e0m n\u00e0y c\u00f3 hi\u1ec7u qu\u1ea3 tr\u01b0\u1edbc khi tri\u1ec3n khai n\u00f3 ra m\u1ed9t c\u00e1ch r\u1ed9ng r\u00e3i h\u01a1n. V\u00ec v\u1eady, b\u1ea1n quy\u1ebft \u0111\u1ecbnh ch\u1ea1y m\u1ed9t chi\u1ebfn d\u1ecbch th\u1eed nghi\u1ec7m nh\u1ecf, ch\u1ecdn ng\u1eabu nhi\u00ean m\u1ed9t nh\u00f3m g\u1ed3m c\u00e1c th\u00e0nh vi\u00ean \u201cc\u00f3 nguy c\u01a1\u201d \u0111\u1ec3 nh\u1eadn qu\u00e0 v\u00e0 m\u1ed9t nh\u00f3m kh\u00f4ng nh\u1eadn, \u0111\u1ec3 xem li\u1ec7u nh\u1eefng ng\u01b0\u1eddi nh\u1eadn \u0111\u01b0\u1ee3c qu\u00e0 c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng gia h\u1ea1n kh\u00f4ng.<\/p>\n
B\u00e2y gi\u1edd, gi\u1ea3 s\u1eed b\u1ea1n kh\u00f4ng t\u00ecm th\u1ea5y b\u1ea5t k\u1ef3 s\u1ef1 kh\u00e1c bi\u1ec7t n\u00e0o v\u1ec1 t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n gi\u1eefa c\u00e1c th\u00e0nh vi\u00ean nh\u1eadn \u0111\u01b0\u1ee3c qu\u00e0 t\u1eb7ng v\u00e0 nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng \u0111\u01b0\u1ee3c nh\u1eadn. N\u1ebfu b\u1ea1n k\u1ebft th\u00fac ph\u00e2n t\u00edch c\u1ee7a m\u00ecnh \u1edf \u0111\u00f3, c\u00f3 kh\u1ea3 n\u0103ng b\u1ea1n s\u1ebd h\u1ee7y ch\u01b0\u01a1ng tr\u00ecnh qu\u00e0 t\u1eb7ng, v\u00ec d\u1eef li\u1ec7u d\u01b0\u1eddng nh\u01b0 cho th\u1ea5y r\u1eb1ng vi\u1ec7c g\u1eedi qu\u00e0 t\u1eb7ng kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n. Nh\u01b0ng khi ki\u1ec3m tra k\u1ef9 h\u01a1n d\u1eef li\u1ec7u, b\u1ea1n c\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng \u0111\u1ed1i v\u1edbi m\u1ed9t nh\u00f3m nh\u1ecf kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh – ch\u1eb3ng h\u1ea1n nh\u01b0 nh\u1eefng ng\u01b0\u1eddi \u0111\u00e3 gh\u00e9 th\u0103m \u0111\u1ecba \u0111i\u1ec3m v\u00e0o n\u0103m ngo\u00e1i – tr\u00ean th\u1ef1c t\u1ebf, m\u00f3n qu\u00e0 \u0111\u00e3 l\u00e0m t\u0103ng \u0111\u00e1ng k\u1ec3 c\u01a1 h\u1ed9i gia h\u1ea1n c\u1ee7a h\u1ecd, trong khi \u0111\u1ed1i v\u1edbi nh\u1eefng kh\u00e1ch h\u00e0ng ch\u01b0a \u0111\u1ebfn th\u0103m \u0111\u1ecba \u0111i\u1ec3m trong m\u1ed9t th\u1eddi gian d\u00e0i, m\u00f3n qu\u00e0 th\u1ef1c s\u1ef1 khi\u1ebfn h\u1ecd \u00edt c\u00f3 kh\u1ea3 n\u0103ng gia h\u1ea1n h\u01a1n, c\u00f3 l\u1ebd v\u00ec n\u00f3 l\u00e0 m\u1ed9t l\u1eddi nh\u1eafc nh\u1edf n\u1ed5i b\u1eadt h\u01a1n v\u1ec1 m\u1ee9c \u0111\u1ed9 hi\u1ebfm khi h\u1ecd s\u1eed d\u1ee5ng t\u01b0 c\u00e1ch th\u00e0nh vi\u00ean c\u1ee7a m\u00ecnh. S\u1eed d\u1ee5ng A\/B testing \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 trung b\u00ecnh c\u1ee7a m\u1ed9t ch\u01b0\u01a1ng tr\u00ecnh c\u00f3 th\u1ec3 che \u0111\u1eady nh\u1eefng th\u00f4ng tin chi ti\u1ebft quan tr\u1ecdng v\u1ec1 vi\u1ec7c kh\u00e1ch h\u00e0ng c\u00f3 kh\u1ea3 n\u0103ng ti\u1ebfp nh\u1eadn chi\u1ebfn d\u1ecbch \u0111\u00f3 nhi\u1ec1u h\u01a1n ho\u1eb7c \u00edt h\u01a1n (cho d\u00f9 ph\u00e2n t\u00edch cho th\u1ea5y ch\u01b0\u01a1ng tr\u00ecnh c\u00f3 t\u00edch c\u1ef1c, ti\u00eau c\u1ef1c hay nh\u01b0 trong v\u00ed d\u1ee5 n\u00e0y, m\u1ed9t \u1ea3nh h\u01b0\u1edfng kh\u00f4ng \u0111\u00e1ng k\u1ec3), khi\u1ebfn c\u00e1c marketer \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m v\u1ec1 vi\u1ec7c ch\u1ea1y chi\u1ebfn d\u1ecbch n\u00e0o v\u1edbi kh\u00e1ch h\u00e0ng n\u00e0o.<\/p>\n
Churn rate \u2013 T\u1ef7 l\u1ec7 Churn<\/strong> (\u0111\u00f4i khi \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 t\u1ef7 l\u1ec7 ti\u00eau hao): theo ngh\u0129a r\u1ed9ng nh\u1ea5t, l\u00e0 th\u01b0\u1edbc \u0111o s\u1ed1 l\u01b0\u1ee3ng c\u00e1 nh\u00e2n ho\u1eb7c v\u1eadt ph\u1ea9m di chuy\u1ec3n ra kh\u1ecfi nh\u00f3m t\u1eadp th\u1ec3 trong m\u1ed9t kho\u1ea3ng th\u1eddi gian c\u1ee5 th\u1ec3. \u0110\u00e2y l\u00e0 m\u1ed9t trong hai y\u1ebfu t\u1ed1 ch\u00ednh x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 \u1ed5n \u0111\u1ecbnh c\u1ee7a kh\u00e1ch h\u00e0ng m\u00e0 m\u1ed9t doanh nghi\u1ec7p s\u1ebd h\u1ed7 tr\u1ee3.<\/em><\/p><\/blockquote>\n
\u0110\u00e2y kh\u00f4ng ch\u1ec9 l\u00e0 gi\u1ea3 thuy\u1ebft – tr\u00ean th\u1ef1c t\u1ebf, v\u00ed d\u1ee5 n\u00e0y d\u1ef1a tr\u00ean m\u1ed9t t\u1ed5 ch\u1ee9c th\u1ef1c t\u1ebf m\u00e0 t\u00f4i \u0111\u00e3 l\u00e0m vi\u1ec7c c\u00f9ng trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u c\u1ee7a m\u00ecnh. Khi \u0111\u1ec1 c\u1eadp \u0111\u1ebfn vi\u1ec7c t\u0103ng t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n, c\u00e1c c\u00f4ng ty th\u01b0\u1eddng x\u00e1c \u0111\u1ecbnh nh\u1eefng kh\u00e1ch h\u00e0ng “r\u1ee7i ro cao” – t\u1ee9c l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng c\u00f3 h\u00e0nh vi g\u1ea7n \u0111\u00e2y ho\u1eb7c c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m kh\u00e1c cho th\u1ea5y h\u1ecd \u0111\u1eb7c bi\u1ec7t c\u00f3 kh\u1ea3 n\u0103ng h\u1ee7y \u0111\u0103ng k\u00fd ho\u1eb7c ng\u1eebng mua s\u1ea3n ph\u1ea9m c\u1ee7a c\u00f4ng ty – v\u00e0 sau \u0111\u00f3 ch\u1ea1y A\/B testing \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem c\u00e1c chi\u1ebfn d\u1ecbch gi\u1eef ch\u00e2n c\u1ee7a h\u1ecd c\u00f3 hi\u1ec7u qu\u1ea3 v\u1edbi nh\u00f3m n\u00e0y hay kh\u00f4ng. M\u1eb7c d\u00f9 \u0111\u00e2y l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c d\u1ec5 hi\u1ec3u, nghi\u00ean c\u1ee9u c\u1ee7a t\u00f4i cho th\u1ea5y r\u1eb1ng n\u00f3 c\u00f3 th\u1ec3 ph\u1ea3n t\u00e1c d\u1ee5ng nghi\u00eam tr\u1ecdng, v\u00ec n\u00f3 c\u00f3 th\u1ec3 khi\u1ebfn c\u00e1c marketer \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh sai l\u1ea7m m\u00e0 th\u1ef1c s\u1ef1 l\u00e0m gi\u1ea3m t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n t\u1ed5ng th\u1ec3 v\u00e0 ROI tr\u00ean chi ti\u00eau marketing.<\/p>\n
C\u1ee5 th\u1ec3, t\u00f4i \u0111\u00e3 ti\u1ebfn h\u00e0nh th\u1eed nghi\u1ec7m th\u1ef1c \u0111\u1ecba v\u1edbi hai c\u00f4ng ty l\u1edbn \u0111ang tri\u1ec3n khai chi\u1ebfn d\u1ecbch gi\u1eef ch\u00e2n ng\u01b0\u1eddi d\u00f9ng. Trong ph\u1ea7n \u0111\u1ea7u ti\u00ean c\u1ee7a nghi\u00ean c\u1ee9u c\u1ee7a t\u00f4i, c\u1ea3 hai c\u00f4ng ty \u0111\u1ec1u ph\u00e1t tri\u1ec3n c\u00e1c bi\u1ec7n ph\u00e1p can thi\u1ec7p gi\u1ea3m \u201cchurn rate\u201d v\u00e0 sau \u0111\u00f3 ch\u1ea1y th\u1eed nghi\u1ec7m A\/B theo d\u00f5i \u201cchurn rate\u201d cho t\u1ed5ng s\u1ed1 h\u01a1n 14.000 kh\u00e1ch h\u00e0ng, trong \u0111\u00f3 m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c ch\u1ec9 \u0111\u1ecbnh ng\u1eabu nhi\u00ean nh\u1eadn \u0111\u01b0\u1ee3c c\u00e1c bi\u1ec7n ph\u00e1p can thi\u1ec7p v\u00e0 nh\u00f3m c\u00f2n l\u1ea1i th\u00ec kh\u00f4ng. Ti\u1ebfp theo, t\u00f4i \u0111\u00e3 thu th\u1eadp m\u1ed9t t\u1eadp d\u1eef li\u1ec7u phong ph\u00fa v\u1ec1 th\u00f4ng tin kh\u00e1ch h\u00e0ng, bao g\u1ed3m ho\u1ea1t \u0111\u1ed9ng g\u1ea7n \u0111\u00e2y v\u00e0 s\u1ef1 g\u1eafn b\u00f3 v\u1edbi c\u00f4ng ty, th\u1eddi gian l\u00e0m kh\u00e1ch h\u00e0ng c\u1ee7a c\u00f4ng ty, v\u1ecb tr\u00ed v\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 kh\u00e1c \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 d\u1ef1 \u0111o\u00e1n r\u1ee7i ro r\u1eddi \u0111i c\u1ee7a ng\u01b0\u1eddi d\u00f9ng v\u00e0 ki\u1ec3m tra nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m n\u00e0o trong s\u1ed1 n\u00e0y t\u01b0\u01a1ng quan v\u1edbi ph\u1ea3n \u1ee9ng t\u00edch c\u1ef1c \u0111\u1ed1i v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch gi\u1eef ch\u00e2n ng\u01b0\u1eddi d\u00f9ng.<\/p>\n
Tr\u00ean c\u1ea3 hai c\u00f4ng ty, t\u00f4i nh\u1eadn th\u1ea5y r\u1eb1ng nh\u1eefng kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh l\u00e0 c\u00f3 nguy c\u01a1 r\u1eddi \u0111i cao nh\u1ea5t kh\u00f4ng nh\u1ea5t thi\u1ebft l\u00e0 m\u1ee5c ti\u00eau t\u1ed1t nh\u1ea5t cho c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh duy tr\u00ec – tr\u00ean th\u1ef1c t\u1ebf, c\u00f3 r\u1ea5t \u00edt m\u1ed1i t\u01b0\u01a1ng quan gi\u1eefa m\u1ee9c \u0111\u1ed9 r\u1ee7i ro r\u1eddi \u0111i c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1ea1y c\u1ea3m c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi c\u00e1c bi\u1ec7n ph\u00e1p can thi\u1ec7p . D\u1eef li\u1ec7u cho th\u1ea5y r\u1eb1ng c\u00f3 m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng kh\u00e1c bi\u1ec7t ph\u1ea3n \u1ee9ng m\u1ea1nh m\u1ebd v\u1edbi m\u1ed7i s\u1ef1 can thi\u1ec7p (kh\u00e1ch h\u00e0ng c\u00f3 \u0111\u1eb7c \u0111i\u1ec3m h\u00e0nh vi ho\u1eb7c nh\u00e2n kh\u1ea9u h\u1ecdc c\u1ee5 th\u1ec3 li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u00edt c\u00f3 kh\u1ea3 n\u0103ng r\u1eddi \u0111i sau khi nh\u1eadn \u0111\u01b0\u1ee3c c\u00e1c bi\u1ec7n ph\u00e1p can thi\u1ec7p), nh\u01b0ng nh\u00f3m \u201cnh\u1ea1y c\u1ea3m cao\u201d \u0111\u00f3 c\u00f3 h\u1ea7u nh\u01b0 kh\u00f4ng c\u00f3 s\u1ef1 tr\u00f9ng l\u1eb7p v\u1edbi nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh l\u00e0 \u201cnguy c\u01a1 r\u1eddi \u0111i cao\u201d. V\u00e0 \u0111i\u1ec1u n\u00e0y c\u00f3 \u00fd ngh\u0129a nghi\u00eam tr\u1ecdng \u0111\u1ed1i v\u1edbi ROI: Ph\u00e2n t\u00edch c\u1ee7a t\u00f4i cho th\u1ea5y r\u1eb1ng n\u1ebfu hai c\u00f4ng ty chi ti\u00eau c\u00f9ng m\u1ed9t l\u01b0\u1ee3ng ng\u00e2n s\u00e1ch marketing nh\u1eafm m\u1ee5c ti\u00eau v\u00e0o nh\u00f3m \u201cnh\u1ea1y c\u1ea3m cao\u201d h\u01a1n l\u00e0 nh\u00f3m \u201cnguy c\u01a1 r\u1eddi \u0111i cao\u201d, th\u00ec t\u1ef7 l\u1ec7 b\u1ecf cu\u1ed9c c\u1ee7a h\u1ecd s\u1ebd gi\u1ea3m th\u00eam L\u1ea7n l\u01b0\u1ee3t l\u00e0 5% v\u00e0 8%.<\/p>\n
T\u1ea5t nhi\u00ean, c\u00e1c y\u1ebfu t\u1ed1 c\u1ee5 th\u1ec3 khi\u1ebfn kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng d\u1ec5 ti\u1ebfp nh\u1eadn chi\u1ebfn d\u1ecbch gi\u1eef ch\u00e2n h\u01a1n s\u1ebd kh\u00e1c nhau gi\u1eefa t\u1ed5 ch\u1ee9c v\u1edbi t\u1ed5 ch\u1ee9c v\u00e0 th\u1eadm ch\u00ed t\u1eeb chi\u1ebfn d\u1ecbch n\u00e0y sang chi\u1ebfn d\u1ecbch kh\u00e1c, nh\u01b0ng vi\u1ec7c ch\u1ea1y th\u1eed nghi\u1ec7m nh\u01b0 m\u00f4 t\u1ea3 \u1edf tr\u00ean c\u00f3 th\u1ec3 gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m s\u1ebd l\u00e0 y\u1ebfu t\u1ed1 d\u1ef1 \u0111o\u00e1n t\u1ed1t nh\u1ea5t m\u1ee9c \u0111\u1ed9 nh\u1ea1y c\u1ea3m c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3.<\/p>\n
V\u00ed d\u1ee5: m\u1ed9t trong nh\u1eefng t\u1ed5 ch\u1ee9c trong nghi\u00ean c\u1ee9u c\u1ee7a t\u00f4i l\u00e0 c\u00f4ng ty vi\u1ec5n th\u00f4ng c\u00f3 quy\u1ec1n truy c\u1eadp v\u00e0o d\u1eef li\u1ec7u chi ti\u1ebft v\u1ec1 c\u00e1c ch\u1ec9 s\u1ed1 h\u00e0nh vi nh\u01b0 s\u1ed1 l\u01b0\u1ee3ng cu\u1ed9c g\u1ecdi m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00e3 th\u1ef1c hi\u1ec7n trong th\u00e1ng tr\u01b0\u1edbc, s\u1ed1 l\u01b0\u1ee3ng tin nh\u1eafn h\u1ecd \u0111\u00e3 g\u1eedi, gigabyte d\u1eef li\u1ec7u \u0111\u00e3 t\u1ea3i xu\u1ed1ng, v.v. . \u0110\u1ed1i v\u1edbi c\u00f4ng ty n\u00e0y, d\u1eef li\u1ec7u cho th\u1ea5y c\u00e1ch kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng t\u00e1c g\u1ea7n \u0111\u00e2y nh\u1ea5t v\u1edbi c\u00f4ng ty d\u1ef1 \u0111o\u00e1n m\u1ee9c \u0111\u1ed9 r\u1ee7i ro ng\u1eebng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a h\u1ecd, nh\u01b0ng kh\u00f4ng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ee9c \u0111\u1ed9 nh\u1ea1y c\u1ea3m c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi s\u1ef1 can thi\u1ec7p c\u1ee7a h\u1ecd. \u0110i\u1ec1u g\u00ec \u0111\u00e3 l\u00e0m d\u1ef1 \u0111o\u00e1n \u0111\u1ed9 nh\u1ea1y l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng d\u1eef li\u1ec7u c\u1ee7a h\u1ecd – cho th\u1ea5y r\u1eb1ng \u0111\u1ec3 t\u1ed1i \u0111a h\u00f3a ROI, c\u00f4ng ty n\u00ean xem x\u00e9t nh\u1eafm m\u1ee5c ti\u00eau chi\u1ebfn d\u1ecbch gi\u1eef ch\u00e2n c\u1ee7a h\u1ecd kh\u00f4ng ph\u1ea3i v\u00e0o nh\u1eefng kh\u00e1ch h\u00e0ng \u0111\u00e3 kh\u00f4ng tham gia trong m\u1ed9t th\u1eddi gian d\u00e0i, m\u00e0 l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng \u0111\u00e3 s\u1eed d\u1ee5ng nhi\u1ec1u d\u1eef li\u1ec7u nh\u1ea5t.<\/p>\n
Chuy\u1ec3n t\u1eeb D\u1ef1 \u0111o\u00e1n sang K\u00ea \u0111\u01a1n<\/h2>\n
V\u1eady \u0111i\u1ec1u n\u00e0y c\u00f3 \u00fd ngh\u0129a g\u00ec \u0111\u1ed1i v\u1edbi c\u00e1c marketer? Th\u00f4ng tin chi ti\u1ebft ch\u00ednh l\u00e0 c\u00e1c chi\u1ebfn d\u1ecbch marketing n\u00ean \u0111\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau d\u1ef1a tr\u00ean ph\u1ea3n \u1ee9ng d\u1ef1 ki\u1ebfn c\u1ee7a m\u1ed7i kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi chi\u1ebfn d\u1ecbch \u0111\u00f3, ch\u1ee9 kh\u00f4ng ph\u1ea3i d\u1ef1a tr\u00ean nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng d\u1ef1 ki\u1ebfn s\u1ebd l\u00e0m khi kh\u00f4ng c\u00f3 chi\u1ebfn d\u1ecbch. Theo m\u1ed9t ngh\u0129a n\u00e0o \u0111\u00f3, c\u00e1c marketer c\u0169ng gi\u1ed1ng nh\u01b0 c\u00e1c b\u00e1c s\u0129: C\u00e1c b\u00e1c s\u0129 kh\u00f4ng ch\u1ec9 \u0111\u01b0a ra c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb ng\u1eabu nhi\u00ean cho nh\u1eefng b\u1ec7nh nh\u00e2n c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng t\u1eed vong – h\u1ecd k\u00ea c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb c\u1ee5 th\u1ec3 cho nh\u1eefng b\u1ec7nh nh\u00e2n c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng ph\u1ea3n \u1ee9ng t\u00edch c\u1ef1c nh\u1ea5t v\u1edbi c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111i\u1ec1u tr\u1ecb \u0111\u00f3.<\/p>\n
Thay v\u00ec c\u1ed1 g\u1eafng d\u1ef1 \u0111o\u00e1n nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng s\u1ebd l\u00e0m (t\u1ee9c l\u00e0 c\u1ed1 g\u1eafng x\u00e1c \u0111\u1ecbnh nguy c\u01a1 b\u1ecf cu\u1ed9c c\u1ee7a h\u1ecd), c\u00e1c marketer n\u00ean t\u1eadp trung v\u00e0o c\u00e1ch c\u00e1c lo\u1ea1i kh\u00e1ch h\u00e0ng kh\u00e1c nhau s\u1ebd ph\u1ea3n \u1ee9ng v\u1edbi c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3 v\u00e0 sau \u0111\u00f3 thi\u1ebft k\u1ebf c\u00e1c chi\u1ebfn d\u1ecbch c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng hi\u1ec7u qu\u1ea3 nh\u1ea5t \u0111\u1ec3 gi\u1ea3m t\u00ecnh tr\u1ea1ng gi\u00e1n \u0111o\u1ea1n gi\u1eefa m\u1ed9t nh\u00f3m kh\u00e1ch h\u00e0ng nh\u1ea5t \u0111\u1ecbnh. C\u00e1c c\u00f4ng ty n\u00ean t\u1eadn d\u1ee5ng d\u1eef li\u1ec7u A\/B testing kh\u00f4ng ch\u1ec9 \u0111\u1ec3 c\u1ed1 g\u1eafng \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 t\u1ed5ng th\u1ec3 c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch trong s\u1ed1 t\u1ea5t c\u1ea3 c\u00e1c kh\u00e1ch h\u00e0ng, m\u00e0 \u0111\u1ec3 kh\u00e1m ph\u00e1 lo\u1ea1i kh\u00e1ch h\u00e0ng n\u00e0o s\u1ebd nh\u1ea1y c\u1ea3m nh\u1ea5t v\u1edbi c\u00e1c bi\u1ec7n ph\u00e1p can thi\u1ec7p nh\u1ea5t \u0111\u1ecbnh. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 k\u1ebft h\u1ee3p d\u1eef li\u1ec7u nh\u00e2n kh\u1ea9u h\u1ecdc v\u00e0 giao d\u1ecbch l\u1ecbch s\u1eed c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c thu th\u1eadp th\u00f4ng qua c\u00e1c A\/B testing \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh c\u00e1c h\u00e0nh vi v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m khi\u1ebfn kh\u00e1ch h\u00e0ng c\u00f3 nhi\u1ec1u kh\u1ea3 n\u0103ng ph\u1ea3n \u1ee9ng v\u1edbi m\u1ed9t chi\u1ebfn d\u1ecbch c\u1ee5 th\u1ec3 nh\u1ea5t. May m\u1eafn thay, nhi\u1ec1u c\u00f4ng ty \u0111\u00e3 thu th\u1eadp t\u1ea5t c\u1ea3 d\u1eef li\u1ec7u n\u00e0y – v\u1ea5n \u0111\u1ec1 ch\u1ec9 l\u00e0 t\u1eadn d\u1ee5ng n\u00f3 theo m\u1ed9t c\u00e1ch m\u1edbi.<\/p>\n
———————————————–<\/p>\n
Kh\u00e1i ni\u1ec7m v\u1ec1 c\u00e1c chi\u1ebfn d\u1ecbch marketing \u0111\u01b0\u1ee3c nh\u1eafm m\u1ee5c ti\u00eau kh\u00f4ng c\u00f3 g\u00ec m\u1edbi – nh\u01b0ng \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i suy ngh\u0129 k\u1ef9 v\u1ec1 c\u00e1ch b\u1ea1n th\u1ef1c hi\u1ec7n c\u00e1c quy\u1ebft \u0111\u1ecbnh nh\u1eafm m\u1ee5c ti\u00eau \u0111\u00f3. Thay v\u00ec ch\u1ec9 \u0111o\u00e1n xem nh\u1eefng y\u1ebfu t\u1ed1 n\u00e0o c\u00f3 th\u1ec3 ch\u1ec9 ra r\u1eb1ng ai \u0111\u00f3 l\u00e0 m\u1ee5c ti\u00eau m\u1ea1nh m\u1ebd ho\u1eb7c t\u1eadp trung v\u00e0o nh\u00f3m \u0111\u01b0\u1ee3c coi l\u00e0 \u01b0u ti\u00ean cao (ch\u1eb3ng h\u1ea1n nh\u01b0 kh\u00e1ch h\u00e0ng c\u00f3 nguy c\u01a1 r\u1eddi \u0111i cao), c\u00e1c c\u00f4ng ty n\u00ean nh\u1eafm m\u1ee5c ti\u00eau \u0111\u1ebfn nh\u1eefng kh\u00e1ch h\u00e0ng nh\u1ea1y c\u1ea3m nh\u1ea5t v\u1edbi c\u00e1c can thi\u1ec7p c\u1ee5 th\u1ec3. h\u1ecd \u0111ang tri\u1ec3n khai. \u0110\u1ec3 t\u1ed1i \u0111a h\u00f3a ROI, c\u00e1c marketer c\u1ea7n ng\u1eebng h\u1ecfi, “Li\u1ec7u s\u1ef1 can thi\u1ec7p n\u00e0y c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng?” v\u00e0 b\u1eaft \u0111\u1ea7u h\u1ecfi, “S\u1ef1 can thi\u1ec7p n\u00e0y hi\u1ec7u qu\u1ea3 nh\u1ea5t cho ai?” – v\u00e0 sau \u0111\u00f3 nh\u1eafm m\u1ee5c ti\u00eau c\u00e1c chi\u1ebfn d\u1ecbch c\u1ee7a h\u1ecd cho ph\u00f9 h\u1ee3p.<\/p>\n
Eva Ascarza<\/em><\/strong> l\u00e0 Ph\u00f3 Gi\u00e1o s\u01b0 Qu\u1ea3n tr\u1ecb Kinh doanh t\u1ea1i Tr\u01b0\u1eddng Kinh doanh Harvard.<\/em><\/p>","protected":false},"excerpt":{"rendered":"
M\u1ed7i n\u0103m, c\u00e1c marketer chi h\u00e0ng t\u1ef7 \u0111\u00f4 la cho c\u00e1c chi\u1ebfn d\u1ecbch nh\u1eb1m thu h\u00fat, gi\u1eef ch\u00e2n v\u00e0 b\u00e1n th\u00eam s\u1ea3n ph\u1ea9m cho kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, b\u1ea5t ch\u1ea5p s\u1ef1 \u0111\u1ea7u t\u01b0 l\u1edbn n\u00e0y, vi\u1ec7c x\u00e1c \u0111\u1ecbnh m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a nh\u1eefng s\u00e1ng ki\u1ebfn n\u00e0y th\u1ef1c s\u1ef1 l\u00e0 r\u1ea5t kh\u00f3 kh\u0103n v\u00e0 ch\u00fang […]<\/p>\n","protected":false},"author":1,"featured_media":22356,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"wpai_generated_summary":"","footnotes":""},"categories":[177],"tags":[192,197],"class_list":["post-22239","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-quang-cao","tag-kinh-doanh","tag-mang-xa-hoi"],"acf":[],"_links":{"self":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22239","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/comments?post=22239"}],"version-history":[{"count":0,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/posts\/22239\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media\/22356"}],"wp:attachment":[{"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/media?parent=22239"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/categories?post=22239"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gudjob.net\/en\/wp-json\/wp\/v2\/tags?post=22239"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}