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Bài 10/13

Analytics & Reporting với AI

Xây dựng dashboards, tạo reports tự động và extract insights từ marketing data với AI

📈 Analytics & Reporting với AI

Analytics Dashboard

Data không có nghĩa gì nếu không được phân tích và trình bày đúng cách. AI giúp bạn biến raw data thành actionable insights.

Analytics Foundation

Marketing Metrics Hierarchy:

📊 NORTH STAR METRICS PYRAMID
LevelMetricFocus
🎯 TOPREVENUEUltimate goal
👥 L2CUSTOMERSAcquisition
📋 L3LEADSPipeline
🌐 L4TRAFFICAwareness

Mỗi tầng metrics hỗ trợ tầng phía trên. Track từ dưới lên để optimize toàn bộ funnel.

Key Metrics by Channel:

ChannelPrimary MetricsSecondary
OrganicSessions, RankingsBounce, Time
Paid SocialROAS, CPACTR, CPM
Paid SearchROAS, Conv RateQuality Score
EmailRevenue, OpensCTR, Unsubs
SocialEngagement, ReachGrowth, Saves

Data Collection Setup

Tracking Checklist:

✅ ANALYTICS SETUP CHECKLIST
  • ☑️ Google Analytics 4 installed
  • ☑️ Conversion events configured
  • ☑️ UTM parameters standardized
  • ☑️ Goals/conversions set up
  • ☑️ E-commerce tracking (if applicable)
  • ☑️ Cross-domain tracking (if needed)
  • ☑️ Form submissions tracked
  • ☑️ Phone call tracking
  • ☑️ Chat/chatbot tracking
  • ☑️ CRM integration

UTM Convention:

🏷️ STANDARDIZED UTM PARAMETERS
ParameterMeaningExample
utm_sourceplatformfacebook, google, email
utm_mediumchannel typecpc, organic, email
utm_campaigncampaign namespring_sale_2024
utm_contentad variationvideo_1, image_2
utm_termkeyword(for search)

📝 Example URL:

minai.com.vn/course?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_2024&utm_content=testimonial_video

AI-Powered Data Analysis

Data Analysis Prompt:

Prompt phân tích marketing data

"Analyze this marketing data:

[Paste data - traffic, conversions, revenue, etc.]

Please:

  1. 📊 Calculate key metrics (list what's calculable)
  2. 📈 Identify trends (up/down/stable)
  3. 🔗 Find correlations between metrics
  4. ⚠️ Highlight anomalies or outliers
  5. 📉 Compare to benchmarks (provide if available)
  6. 🏆 Rank channels by efficiency
  7. 💡 Provide 5 specific insights
  8. ✅ Recommend 3 action items

Format as executive summary first, then details."

Example Data Analysis:

📊 EXECUTIVE SUMMARY
MetricValueChange
Traffic45,230 sessions+12% MoM
Conversions892 leads+8% MoM
Revenue$23,450+15% MoM
CAC$26.28✅ improved from $29.12

💡 TOP INSIGHTS:

  1. Email driving 40% of revenue at lowest CAC
  2. Paid social CTR dropped 20% (creative fatigue)
  3. Organic traffic up but conversion down
  4. Mobile conversion 50% of desktop
  5. Wednesday-Thursday best performing days

✅ RECOMMENDED ACTIONS:

  1. Increase email frequency by 1/week
  2. Refresh paid social creatives
  3. A/B test mobile checkout flow

Trend Analysis Prompt:

Prompt phân tích xu hướng

"Here's 3 months of weekly data:

[Week | Traffic | Leads | Revenue] [data rows]

Analyze trends:

  1. 📊 Overall direction for each metric
  2. 📈 Week-over-week growth rates
  3. 🗓️ Seasonal patterns
  4. 🔗 Correlation between metrics
  5. 🔮 Forecast next 4 weeks
  6. 📍 Identify inflection points
  7. 💡 Explain likely causes

Visualize with ASCII charts if helpful."

Dashboard Design

Dashboard Structure:

📊 MARKETING DASHBOARD LAYOUT

🔝 TOP ROW: KPI SUMMARY BAR

Revenue | Leads | CAC | ROAS

📊 MIDDLE ROW:

Left PanelRight Panel
TRAFFIC TRENDCONVERSION FUNNEL
[Line Chart][Funnel Chart]

📈 BOTTOM ROW:

Left PanelRight Panel
CHANNEL BREAKDOWNTOP CAMPAIGNS
[Pie Chart][Table]

📉 FOOTER: TREND VS TARGET

[Combo Chart - Actual vs Target over time]

Dashboard Elements Prompt:

Prompt thiết kế Dashboard

"I need to create a marketing dashboard.

Audience: [CEO/Marketing team/Client] Goals: [what decisions should it inform?] Data available: [list data sources] Update frequency: [real-time/daily/weekly]

Suggest:

  1. 🎯 Top 5 KPIs to display
  2. 📊 Best chart types for each
  3. 🔍 Filter/segment options
  4. 📉 Benchmark comparisons
  5. ⚠️ Alert thresholds
  6. 📐 Layout recommendation"

Report Writing với AI

Weekly Report Prompt:

Prompt viết báo cáo tuần

"Write weekly marketing report from this data:

[Paste key metrics with WoW comparisons]

Include sections:

  1. 📋 Executive Summary (3 bullet points)
  2. ⭐ Performance Highlights
  3. 📊 Channel Breakdown (table)
  4. 🏆 Wins of the Week
  5. ⚠️ Challenges/Concerns
  6. ✅ Actions Taken
  7. 🎯 Next Week Focus

Keep under 1 page, focus on insights not just numbers. Tone: [professional/casual] Audience: [executive/team/client]"

Monthly Report Template:

📊 Monthly Marketing Report Template

# 📊 Monthly Marketing Report
[Month Year]

## Executive Summary

  • Overall performance: [up/down X%]
  • Key win: [highlight]
  • Key challenge: [issue]

## Key Metrics

MetricThis MonthLast MonthYoYTarget
Revenue$X$X+X%$X
LeadsXX+X%X
CAC$X$X-X%$X

## Channel Performance [Analysis per channel]

## Campaign Highlights [Top performing campaigns]

## Insights & Learnings

  1. [Insight with data support]
  2. [Insight with data support]
  3. [Insight with data support]

## Recommendations

  1. [Action item + expected impact]
  2. [Action item + expected impact]

## Next Month Priorities

  • Priority 1
  • Priority 2
  • Priority 3

Insight Generation Prompt:

Prompt tạo insights theo SO WHAT Framework

"From this marketing data: [paste data]

Generate insights using the "So What?" framework:

For each finding:

  1. 📊 WHAT: State the observation
  2. 🤔 SO WHAT: Why does this matter?
  3. ✅ NOW WHAT: What action should we take?

Give me 5 insights in this format."

Automated Reporting

Google Sheets + AI Workflow:

🔄 AUTOMATED REPORTING WORKFLOW

1️⃣ DATA COLLECTION (Auto)

Connect sources to Sheets

  • Google Analytics → Sheets
  • Ad platforms → Supermetrics
  • CRM → Zapier

2️⃣ DATA PROCESSING (Auto)

Formulas calculate metrics

  • Week-over-week changes
  • Running averages
  • Target vs actual

3️⃣ VISUALIZATION (Auto)

Charts update automatically

  • Dashboard in Looker Studio
  • Embedded charts in Sheets

4️⃣ NARRATIVE (AI)

AI writes insights

  • Weekly summary prompt
  • Copy to doc/email
  • Human review 5 mins

5️⃣ DISTRIBUTION (Auto)

Scheduled delivery

  • Email reports
  • Slack notifications
  • Stakeholder access

Automation Prompt:

Prompt thiết kế automation báo cáo

"I want to automate my marketing reports.

Current process: [describe manual steps]

Data sources: [list all sources]

Report recipients: [who needs what]

Help me design automation:

  1. 🔗 Data pipeline setup
  2. ⚙️ Required integrations
  3. 📊 Calculation formulas
  4. 🤖 AI insight generation
  5. 📅 Distribution schedule
  6. 🛠️ Tools needed (prioritize free)"

Advanced Analytics Concepts

Attribution Analysis:

📊 ATTRIBUTION MODELS EXPLAINED
ModelHow It Works
First Touch100% to first interaction
Last Touch100% to final interaction
LinearEqual credit to all touches
Position-based40/20/40 split
Time DecayMore credit to recent
Data-drivenAI-weighted by impact

💡 Prompt: "Analyze this customer journey data and recommend the best attribution model for our business: [paste data]"

Cohort Analysis Prompt:

Prompt phân tích Cohort

"Create cohort analysis from this data:

Users by signup date: [data] Retention by week: [data] Revenue by cohort: [data]

Analyze:

  1. 📈 Retention curves by cohort
  2. ⭐ Best/worst performing cohorts
  3. 🔍 What might explain differences
  4. 💰 Revenue per cohort over time
  5. 📊 Customer lifetime value estimates
  6. 💡 Recommendations to improve retention"

Funnel Analysis:

📊 MARKETING FUNNEL ANALYSIS
StageCountConv %Drop %
Impressions100K100%-
Clicks2K2%98%
Landing Page1.8K90%10%
Form Start40022%78%
Form Complete20050%50%
Sale4020%80%

💡 Prompt: "Analyze this funnel and identify: 1) Biggest drop-off points, 2) Potential causes, 3) Optimization recommendations, 4) Expected impact of improvements"

Data Visualization Best Practices

Chart Selection Guide:

Data TypeBest ChartWhen to Use
Trend over timeLineTraffic, revenue trends
ComparisonBarChannel comparison
Part of wholePie/DonutBudget allocation
CorrelationScatterSpend vs revenue
DistributionHistogramLead scores
FunnelFunnelConversion stages
GeographyMapRegional performance

Visualization Prompt:

Prompt chọn visualization phù hợp

"I have this data to visualize: [describe data]

Audience: [who will see it] Goal: [what decision to inform]

Recommend:

  1. 📊 Best chart type and why
  2. ⭐ Key elements to highlight
  3. 🎨 Color scheme suggestions
  4. 📝 Annotations to add
  5. ⚠️ Common mistakes to avoid"

Tools Stack

ToolUse CasePricing
Google AnalyticsWeb analyticsFree
Looker StudioDashboardsFree
SupermetricsData pipeline$99/mo
TableauAdvanced viz$70/user/mo
Power BIMicrosoft users$10/user/mo
MixpanelProduct analyticsFree tier
AmplitudeUser analyticsFree tier

Bài Tập Thực Hành

Analytics Project

Build your analytics system:

  1. Audit current tracking setup
  2. Create UTM naming convention
  3. Build dashboard in Looker Studio
  4. Write first AI-assisted report
  5. Set up automated data pulls
  6. Present insights to team

Data-driven marketers win! 📈

Key Takeaways

Remember
  • 📊 Track what matters - Not everything, just decisions
  • 🎯 Insights over data - Numbers need context
  • 🤖 Automate reports - Save time for analysis
  • 📈 Visualize wisely - Right chart for right data
  • 🔄 Iterate constantly - Dashboards evolve

Tiếp Theo

Bài tiếp theo: Personal Branding với AI - Xây dựng thương hiệu cá nhân mạnh mẽ trên digital platforms với AI support.