07 bao cao marketing skill

Bao Cao Marketing

Thu thap thong tin

Hoi toi da 4 cau truoc khi lam bao cao:

1. Ky bao cao? Tuan (tuan may, tu ngay nao den ngay nao) hay thang (thang may/nam)?
2. Du lieu co san? Cung cap so lieu: chi phi ads, so tin nhan, so lead, so booking, so khach, doanh thu. Neu khong co du — ghi ro thieu gi de hoi lai.
3. Muc tieu da dat ra? KPI muc tieu cua ky nay la gi? (doanh thu, so lead, CPMess, ROAS). Neu khong co — dung benchmark nganh.
4. Kenh nao dang chay? Meta Ads, TikTok Ads, Google Ads, Organic (TikTok, Facebook, Zalo), Email. Liet ke tat ca.

---

Nguyen tac cot loi

"Doc 5 phut, biet lam gi tiep"

Moi bao cao phai tra loi 4 cau hoi nay theo thu tu:

1. Ket qua the nao? — Dat hay khong dat muc tieu? (1 cau)
2. Cai gi dang hoat dong tot? — Giu nguyen, nhan rong (2–3 diem)
3. Cai gi chua tot? — Can sua, nguyen nhan goc (2–3 diem)
4. Lam gi tiep? — De xuat cu the, co thoi han va nguoi phu trach

Thu tu trinh bay

Nhan dinh TRUOC → So lieu MINH HOA → De xuat HANH DONG

Khong bao gio liet ke so lieu roi de nguoi doc tu ket luan. Luon nhan dinh truoc, so lieu la bang chung.

3 khung so sanh

Moi chi so phai so sanh voi it nhat 1 trong 3 khung:

Khung so sanh	Y nghia	Vi du
vs Muc tieu	Dat hay chua dat KPI da cam ket	CPMess muc tieu 30K — thuc te 28K (dat)
vs Ky truoc	Tang hay giam so voi thang/tuan truoc	CPMess thang truoc 35K → thang nay 28K (giam 20%)
vs Benchmark nganh	Tot hay kem so voi trung binh thi truong	CPMess TB nganh Beauty 25–40K — ta 28K (tot)

---

4 che do bao cao — chon dung che do truoc khi viet

Hoi user bao cao cho ai va ky nao, roi chon che do. Sai che do = bao cao dung so nhung sai nguoi doc.

Che do	Nguoi doc	Ky	Do dai	Thoi diem gui	Trong tam
A — Weekly CEO	CEO / Founder	Tuan	< 300 chu, doc 2 phut	Thu 6 truoc 18h (hoac thu 2 truoc 9h)	Da lam gi, dang vuong gi, can duyet gi
B — Monthly day du	Leader + team + CEO	Thang	Doc 5 phut phan tom tat, chi tiet de tra cuu	Trong 3 ngay dau thang moi	Ket qua vs muc tieu, chan doan, ke hoach thang toi
C — Strategy quy	Ban lanh dao	Quy	Executive summary 1 trang + full report	Truoc buoi hop it nhat 24h	Huong di, dieu chinh chien luoc, ngan sach
D — Content & community	Content lead / client	Thang / chien dich	Trung binh	Cuoi ky	Top content, suc khoe cong dong, dieu chinh

Cau truc chung cua ca 4 che do

TL;DR  →  SO vs TARGET  →  INSIGHT (vi sao)  →  DECISION CAN DUYET  →  NEXT

Che do nao cung theo dung thu tu nay, chi khac do sau. Neu bo mat khoi "DECISION CAN DUYET" thi bao cao chi la thong bao, khong phai bao cao.

---

Che do A — Weekly report cho CEO (1 trang)

Muc dich khong phai chung minh minh dang lam viec — ma de CEO luon co du context ra quyet dinh. Ngan hon dai. Cu the hon mo ho. So that hon so dep.

WEEKLY MARKETING UPDATE
Tuan [N] | [DD/MM] - [DD/MM]
Nguoi lap: [Ten]

## SO TUAN NAY
| KPI | Target | Thuc te | Trang thai |
|-----|--------|---------|-----------|
| Lead | | | |
| CPL | | | |
| Spend | | | |
| Doanh thu (neu do duoc) | | | |
| Reach content tot nhat | | | |

## DA LAM (DONE)
- [Ket qua + so cu the — KHONG mo ta cong viec. "Ra 42 lead voi CPL 23K" chu khong phai "chay ads"]
- ...

## DANG LAM (IN PROGRESS)
- [Viec X: dang o buoc nao, du kien xong ngay nao]

## DANG VUONG (BLOCKED)
- [Van de cu the → can CEO lam gi → deadline]
- (Neu khong co: "Khong co blocker tuan nay")

## UU TIEN TUAN TOI
1. [Uu tien 1 — cu the]
2. [Uu tien 2]
3. [Uu tien 3]

## CANH BAO / CAN BIET
- [So dang xau, doi thu co dong thai moi, thay doi thi truong, rui ro]
- (Neu khong co: "Khong co gi khan")

## CAN CEO QUYET
| # | Quyet dinh can | Cac phuong an | De xuat cua nguoi lap | Han chot |
|---|---------------|--------------|----------------------|---------|
| 1 | | | | |
- (Neu khong co: "Tuan nay khong can quyet dinh gi")

Cach gui che do A

• Dan thang vao email hoac tin nhan nhom — khong gui file dinh kem. File dinh kem = khong ai mo.
• Tieu de email: [Weekly] Marketing Update Tuan [N] — [DD/MM]
• Van phong thang, khong viet van bao cao hanh chinh. Nhu dang update voi dong nghiep tin nhau.
• Deu dan quan trong hon hoan hao. Tuan khong co gi dac biet van gui — "khong co blocker" cung la thong tin co gia tri.
• So xau thi bao that, kem gia thuyet nguyen nhan va hanh dong — khong giau, khong to hong.
• 4 weekly report cua thang = nguyen lieu dau vao cho bao cao thang (che do B).

---

Che do C — Strategy report quy

Executive summary phai dung doc lap — doc xong 1 trang do la nam duoc buc tranh, khong can doc phan chi tiet.

Phan 1 — Executive summary (1 trang)

# [Quy X/YYYY] — Bao Cao Chien Luoc Marketing
Nguoi lap: [Ten] | Ngay: [YYYY-MM-DD]

## KPI SCORECARD
| KPI | Target | Thuc te | Trang thai | vs ky truoc |
|-----|--------|---------|-----------|-------------|
| Doanh thu tu marketing | | | | |
| Tong lead moi | | | | |
| CPL trung binh | | | | |
| ROAS tong | | | | |
| CAC | | | | |
| LTV : CAC | | | | |

Danh gia tong: [Dung huong / Hon hop / Duoi muc tieu]

## HEADLINE INSIGHT (dung 3 cau)
1. [Ky nay marketing dat / khong dat muc tieu tong the — kem so cu the]
2. [Ly do chinh — yeu to thuc day hoac yeu to keo lui]
3. [Ky toi se lam khac di dieu gi]

## CAN BAN LANH DAO QUYET
| # | Quyet dinh | Cac phuong an | De xuat | Han chot |
|---|-----------|--------------|---------|---------|
| 1 | | | | |

Phan 2 — Chi tiet

Dieu gi da hieu qua (Top 3): moi muc ghi du 3 dong — Data cu the · Vi sao no hieu qua · Ky toi nhan ban bang cach nao.

Dieu gi chua hieu qua (Top 3): moi muc ghi du 3 dong — Data cu the · Nguyen nhan goc · Quyet dinh: DUNG hay SUA (sua cu the the nao).

Dieu chinh chien luoc ky toi:

Hang muc	Ky nay	Ky toi	Ly do thay doi
Phan bo ngan sach
Kenh trong tam
Huong creative
Offer / gia

Doi chieu ngan sach (bat buoc co o bao cao quy):

Hang muc	Ke hoach	Thuc chi	Chenh lech	Giai thich
Ads
San xuat content
Agency / tool
KOL / seeding
Tong

Chenh lech > 15% o bat ky hang muc nao deu phai co giai thich — khong duoc de trong.

Nguyen tac che do C

• Gui truoc buoi hop it nhat 24 gio de nguoi doc kip doc.
• Khong ve buc tranh mau hong: so that + nhan dinh that + ke hoach that.
• Moi muc "chua hieu qua" phai ket thuc bang 1 quyet dinh (DUNG hoac SUA), khong duoc de lung.

---

Che do D — Bao cao content & community

Dung khi bao cao rieng mang noi dung / cong dong (cho content lead hoac client).

Bang KPI theo kenh

Chi so	Muc tieu	Thuc te	% dat	So ky truoc
Facebook — Reach
Facebook — ER%	>= 3%
Facebook — Follower moi
TikTok — View trung binh
TikTok — Follower moi
Email — Open rate	25-35%
Email — CTR	>= 3%
Email — Unsubscribe	< 0.5%
Zalo OA — Read rate	60-80%
Lead tu content

Suc khoe cong dong

Chi so	Ky nay	Nhan xet
Comment chat luong (thao luan that, khong phai "hay qua")
Sentiment tong	Tich cuc / Trung tinh / Tieu cuc
Phan nan / phan hoi tieu cuc
Brand mention tu nhien

Ket luan che do D

• Top 3 content ky nay: kenh · chi so noi bat · ly do no hieu qua (bat buoc, khong duoc bo trong).
• Content khong hieu qua: van de · bai hoc rut ra.
• 3 dieu tiep tuc — 3 dieu dieu chinh — 1-2 gia thuyet moi can test (kem cach do).
• Sau bao cao nay chay ngay 40-next-content-plan.

---

Cau truc ket qua

Header

# Bao Cao Marketing — [Thang X/YYYY] hoac [Tuan X: DD/MM–DD/MM]
Nguoi lap: [Ten]
Ngay lap: [YYYY-MM-DD]
Trang thai: [Dat muc tieu / Chua dat muc tieu / Vuot muc tieu]

---

1. Executive Summary (doc doan nay la du)

## 1. Executive Summary

**Ket luan:** [1 cau — dat/chua dat muc tieu, ly do chinh]

**So lieu chinh:**
| Chi so | Muc tieu | Thuc te | vs Muc tieu | vs Ky truoc |
|--------|---------|---------|-------------|-------------|
| Doanh thu | [X] | [X] | [+/-X%] | [+/-X%] |
| Tong chi phi MKT | [X] | [X] | [+/-X%] | [+/-X%] |
| ROAS | [X] | [X] | [+/-X%] | [+/-X%] |
| So khach moi | [X] | [X] | [+/-X%] | [+/-X%] |
| CPMess TB | [X] | [X] | [+/-X%] | [+/-X%] |

**3 diem noi bat:**
1. [Dieu tot nhat ky nay — co so lieu]
2. [Van de lon nhat — co so lieu]
3. [Co hoi/rui ro can chu y]

---

2. Chi tiet theo kenh

Template chi tiet cho 5 kenh (Meta Ads, TikTok Ads, Google Ads, Organic, Email/Zalo OA) — bang chi so tuan-by-tuan, top 3 ads tot, top 3 ads kem, top 3 bai organic: doc references/cau-truc-bao-cao-chi-tiet.md muc "2. Chi tiet theo kenh".

---

3. Pheu chuyen doi

Bang pheu 7 buoc (Impression → Doanh thu) voi ti le chuyen doi, benchmark tung buoc va o "nut that co chai": doc references/cau-truc-bao-cao-chi-tiet.md muc "3. Pheu chuyen doi".

---

4. Chan doan tu dong

Ba bang chan doan (Dang hoat dong tot — GIU + NHAN RONG · Chua tot — CAN SUA GAP · Chua ro — CAN THEO DOI THEM) kem vi du dien mau: doc references/cau-truc-bao-cao-chi-tiet.md muc "4. Chan doan tu dong".

---

5. De xuat hanh dong

Bang de xuat hanh dong (hanh dong · muc tieu · deadline · nguoi phu trach · trang thai) kem vi du va quy tac danh so uu tien: doc references/cau-truc-bao-cao-chi-tiet.md muc "5. De xuat hanh dong".

---

6. Ke hoach thang toi

Ba bang cua ke hoach thang toi (Muc tieu theo chi so co kem co so · Ke hoach theo tuan · Ngan sach phan bo theo hang muc): doc references/cau-truc-bao-cao-chi-tiet.md muc "6. Ke hoach thang toi".

---

7. Dac ta bieu do (cho team design)

Dac ta 5 bieu do (loai, truc X, truc Y, mau sac) cho stakeholder + tool khuyen dung: doc references/cau-truc-bao-cao-chi-tiet.md muc "7. Dac ta bieu do (cho team design)".

---

Template bao cao tuan (rut gon)

Bao cao tuan ngan gon hon bao cao thang — chi giu phan 1, 4, 5:

# Bao Cao Tuan [X]: [DD/MM–DD/MM/YYYY]

## Ket qua nhanh
| Chi so | Muc tieu tuan | Thuc te | vs Tuan truoc | Danh gia |
|--------|-------------|---------|---------------|---------|
| Chi phi | | | | |
| Tin nhan | | | | |
| CPMess | | | | |
| Lead | | | | |
| Booking | | | | |
| Khach | | | | |
| Doanh thu | | | | |

## Tot / Chua tot
- TOT: [1–2 diem]
- CHUA TOT: [1–2 diem]

## Hanh dong tuan toi
| # | Viec | Nguoi | Deadline |
|---|------|-------|---------|
| 1 | | | |
| 2 | | | |
| 3 | | | |

---

Lien ket skill lien quan

• 03-danh-gia-hieu-suat — Dung de phan tich sau tung kenh truoc khi tong hop vao bao cao
• 10-tinh-kpi-nguoc — Tinh lai muc tieu thang toi dua tren ket qua thang nay
• 00-ke-hoach-mkt — Ke hoach thang toi la ban cap nhat cua ke hoach tong
• 13-phan-tich-du-lieu — Khi can di sau vao du lieu de tim root cause
• 39-content-audit — Nguyen lieu cho che do D (bao cao content & community)
• 40-next-content-plan — Chay ngay sau che do D
• 57-next-ads-plan — Chay ngay sau che do B, C (mang paid)
• 63-campaign-retrospective — Khi bao cao ket thuc 1 chien dich, khong phai bao cao dinh ky
• 64-team-brief — Bien "can quyet dinh" trong bao cao thanh viec giao cho team

---

Checklist chat luong

Kiem tra truoc khi giao bao cao:

• Co executive summary — doc 1 phut la hieu tinh hinh
• Nhan dinh TRUOC, so lieu MINH HOA — khong liet ke so lieu roi
• Moi chi so co it nhat 1 khung so sanh (vs muc tieu / vs ky truoc / vs benchmark)
• Co du lieu tuan-by-tuan (khong chi co tong thang)
• Co top 3 ads tot + top 3 ads kem (voi so lieu cu the)
• Co pheu chuyen doi — chi ro nut that co chai
• Chan doan co nguyen nhan goc (root cause), khong chi mo ta hien tuong
• De xuat hanh dong co deadline va nguoi phu trach — khong chung chung
• Co ke hoach thang toi voi muc tieu va ngan sach
• Khong co so lieu khong nguon (moi so lieu phai tu dashboard hoac bao cao cu the)
• Bieu do (neu co) co dac ta ro rang de team design tao
• Do dai toan bao cao: doc het trong 5 phut — cat bo phan du thua
• Da chon dung che do (A weekly CEO / B monthly / C strategy quy / D content) truoc khi viet
• Theo dung thu tu TL;DR → so vs target → insight → decision can duyet → next
• Co muc "Can quyet dinh" — kem phuong an va de xuat cua nguoi lap (hoac ghi ro "khong can quyet dinh gi")
• Che do A: duoi 300 chu, dan thang vao email/chat, khong gui file dinh kem
• Che do C: executive summary dung doc lap duoc; co doi chieu ngan sach; chenh lech >15% co giai thich
• So xau duoc bao that kem gia thuyet nguyen nhan — khong to hong, khong giau
• Moi muc "chua hieu qua" ket thuc bang 1 quyet dinh DUNG hoac SUA