iTNG DUNG PHAN TICK CHUOI NHAP C H U O i HO TRO RA QUYET DINH MARKETING TRONG THOfI K i CHUYEN DOf SO - KHUYEN NGHI CHO
DOANH NGHIEP NHO VA V I T A CUA VIET NAM
Trdn Thi Song Minh Tru&ng Dgi hgc Kinh ti Quoc ddn
Email: minhts@,neu.edu.vn Ngay nh?Ln; 09/01/2020
Ngay nhan ban siia: 05/02/2020 Ng^y duyit dang: 05/8/2020
Tom tat
Ldn sdng cdng nghi m&i trong thai ki chuyen doi sd dang thay ddi can bdn cdch thuc cgnh tranh, van hdnh vd Marketing cua doanh nghiip. Phdn tieh chudi nhdp chudt - mgt ITnh vuc mang tinh liin ngdnh liin quan den die lieu l&n vd phdn tich web - Id mdt cdng cu mgnh giup doanh nghiep nam bat dugc xu the vd phdn tich sdu hdnh vi cua khdch hdng. Tuy nhiin, ddi v&i hdu het cdc doanh nghiep vica vd nhd & Viet Nam, viec dp dung cdng cu phdn tich ndy vdn cdn chua bat ddu hoac cdn rdt sa khai vi thiiu mdt nen tdng phu hgp cho vigc phdn tich dii: lieu chudi nhdp chugt vd tieh hgp ung dung phdn tieh vdo chudi gid tri cua doanh nghiip.
Vl vgy, trong bdi viet ndy, tdc gid thuc hiin mdt nghiin cuu tdng quan vi ung dung phdn tich ehudi nhdp chudt trong ho trg ra quyit dinh Marketing, ddng thai dua ra mgt sd khuyin nghi doi v&i cdc doanh nghigp nhd vd vira & Viet Nam ve vdn di trien khai ung dung ndy trong thai Id chuyen ddi sd.
Tir khda: Chuyen ddi sd; h§ ttp ra quydt dinh; Marketing; doanh nghidp nhd va viia; phan tich chuoi nhdp chudt; phan tich web.
Ma JEL: M31, C88.
Application of cUckstream analytics for marketing decision support in the digital transformation - Recommendation for small and medium-sized enterprises in Vietnam Abstract:
New wave of technology in the digital transformation is fundamentally changing the way enterprises compete, operate, and market themselves. CUckstream analytics - an inter- disciplinary area crossing big data and web analytics - is a powerful tool to help enterprises jump on the trend and deeply analyze customers' behaviors. However, the application of eliekstream analytics for most Vietnamese small and medium-sized enterprises remains in its infancy as there is a lack of the proper foundation to analyze eliekstream data, and to integrate it into enterprise's value chain. Therefore, this paper provided an in-depth and manager- friendly coverage on eliekstream analytics application for decision support in marketing and
at the same time, it concluded with recommendations to Vietnamese small and medium-sized enterprises in the matter of eliekstream analytics application in the digital transformation.
Keywords: CUckstream analytics; decision support; marketing: digital transformation; small and medium-sized enterprises; web analytics.
JEL code: M31, €88.
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Muc dich cua nghien ciiu Id tang cudng nang lyc itng dung phan tich chudi nhdp chudt hd tip ra quyet dinh Marketing ttong cac doanh nghidp nhd vd vua d Viet Nam ttong thdi ki chuydn ddi sd. Phan tich chudi nhap chudt la vide quan ly vd phan tich nhung khudn mdu an chiia ttong nhiing dii lieu chuoi nhdp chudt va nhiing dii Ueu lien quan - kit qua tuong tac ciia ngudi dimg vdi cac tai nguyen web. Ddy Id mot ling dyng cdng nghd ddy hiia hen, cho phep cac doanh nghidp nhd va vira tham gia mdt san choi binh dang ve cdng nghd va tang cudng nang lyc canh ttanh dya tien tri thiic phat hien dupe vd hanh vi khdch hdng - ttong xu the todn cdu hda (Wilmer, 2016). Kdt hpp vdi ki thugt phan tich dii lieu ldn, phan tich chudi nhdp chudt dang tid thdnh mdt cdng cy cd gid tti giiip doanh nghiep tang doanh sd bdng each tdi uu hda moi khia eanh Hen quan den tiai nghidm cua khdch hdng trye tuyen ttdn ttang web cua doanh nghiep: tir cii nhdp chudt dau tien cho din cii nhap chudt cudi cung cua khach hdng. Cd thd kd den mdt vdi img dyng phan tich chudi nhap chudt dien hinh tiong linh vuc Marketing nhu tdi uu hoa dudng ddn nhap chudt, phan bd tai nguyen tiang web kinh doanh, phan tich gid thi tmdng, phan khiic khach hang, dinh gia san phdm,... (Buckley, 2017).
Trong tiidi ki chuydn ddi sd, thdi ki ma van vat dupe ket ndi khdng gidi han - mpi liic, mpi noi va tir mpi thiet bi - dii lieu dupe vi nhu dau va phan tich dii hpu dupe vi nhu ddng co; khdng cd phan tich dij lidu ldn, doanh nghiep khdng cd ca hdi khai pha dCt lieu vd sir dyng lihiing tti thiic thu dupe dl hd ttp qud ttmh ra quyet dinh chiln lupc va tac nghidp (A4Everyone, 2016). Day la nhiing thdng diep ve gia tn chien lupc ciia dii lieu ldn va phan tich du lieu ldn. Su hpi tu ciia hai cdng nghe nay da lam thay ddi can ban each thirc canh tranh vd hoat ddng ciia doanh nghidp.
Vdi sy xuat hidn cia nhidu cdng nghp mang tinh dot phd cung xu the ket ndi ngay cdng tang, khach hdng cd nhieu thdng tin hon, nhidu su lya chpn hon vd nhidu quydn nang hon bao gid hit (Kotler & cdng sy, 2017). Khi truy cgp mdt ttang web, ngudi diing trye tuydn se tao ra mpt lupng ldn du lieu gpi Id "dii lidu nhdp ehupt" hoac "ddu chdn sd". Can hdi dat ra la lam thi nao de cd dupe cai nhin toan dien vd hdnh ttinh ciing nhu hanh vi cua khach hang tiiic tuyen?
Cdu tid ldi la ki tiiugt phan tich chudi nhdp chudt (CUckstream Analytics), mpt ITnh vuc lien nganh Udn quan din khai tfidc du Ueu ldn (Big Data) vd phan tich web (Web Analytics). Mdt ttong nhung gid tri khai thdc ldn nhdt cua dii Ueu chuoi nhdp chudt la tri thlic ma doanh nghipp trieh nit ra dupe vl trdi nghidm cua khach hdng tiirc tuyin (Svilar & cdng su, 2017). Tuy nhidn, phan tich chudi nhdp chudt van cdn la mdt Id thugt kha mdi me va it dupe bilt den ttong cde doanh nghiep cd tham gia kinh doanh vd thucmg mai true tuydn d Viet Nam. Ddy Id ly do tac gid thyc Men nghien ciiu "Ap dung phdn tich chudi nhdp chudt hd trg ra quyit dinh Marketing trong th&i ki chuyen ddi sd - Khuyen nghi eho doanh nghiep nhd vd vica ciia Viet Nam" nhdm giup cdc nha quan ly Marketing va chu cac doanh nghidp nhd va viia nang cao nhgn thirc va nang luc qudn ly triln khai img dung phan tich chudi nhap chudt hd ttp ra quyet dinh Marketing trong thdi ki chuyin ddi so.
Trong nghien ciru tdng quan ndy, tde gia sir dyng each tidp can he tiidng khi gidi quylt vdn dd kinh doanh bang cdng nghd thdng tin (A System Approach to Solving Business Problem Using Information Technology), ddng thdi vdn dung phuang phap nghidn ciiu tdng quan hudng he thdng thdng tin khi danh gid va tdng hpp cac kiln thitc co sd (IS-related literature review). Qua trinh thu thap, xir ly vd vidt nghien ciiu tdng quan dupe dp dyng nhieu lan dd dam bao rang cdc kidn thirc Uen quan da dupe thu tiiap ddy dii (Levy & EUis, 2006).
Ngodi phdn gidi thidu, bdi vilt dupe kit cdu thdnh bdn phan. Phan 2 gidi thieu ve ldu sdng cdng nghd mdi ttong thdi ki chuydn ddi sd va co hpi iing dung cac cdng nghd dd ttong ITnh vuc Marketing, phan 3 d l cap tdng quan vd ung dung phdn tich web/ chudi nhdp chudt hd tip ra quydt dinh Marketing vd mpt sd trudng hpp ling dung thanh cdng tidn thd gidi. Phdn 4 tiep can mdt cdch he thdng van de tridn khai iing dyng phan tich chudi nhdp chudt frong cac doanh nghidp nhd va vira. Phdn 5 dua ra khuyen nghj ddi vdi cac doanh nghiep nhd vd vira Viet Nara ttong van de iing dung phan tich chudi nhdp ehupt hd trp ra quyet dinh ttong Marketing.
2. Lan sdng c6ng nghp mdi trong thdi ki chuyen ddi sd va ung dyng trong Marketing
2.1. Ldn song cdng nghi m&i trong th&i ki chuyin ddi so
I
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Hinh 1: Qua trinh tien hoa cua Marketing trong xu thd phat trien cua CMCN
ThM dgi cdng nghi^
(LndustrialAge)
Thdi dai ket ndi (Connected Age)
Marketing 1.0 Nferketing2.0 Marketing 3.0 Marketing 4.0 Ngudn: Tde gid
Marketing cd qua trinh phat trien vd tidn hda tuong irag vdi Id tiinh phat ttidn cua bdn cupc each mang cdng nghidp (CMCN) - Hinh I. Giai dogn dau tidn dupe gpi la Marketing 1.0 (thai ki cua CMCN 1.0 va 2.0). Ddy la thdi ki ciia Marketing hudng sdn phdm, theo dd tat cd cdc hogt ddng deu Idy sdn phdm lam trung tdm va sdn xudt hdng loat vdi chi phi thap nhdt dupe lay ldm chiln lupc Marketing. Giai dogn thir hai duac gpi la Marketing 2.0, bat ddu vdo ddu CMCN 3.0 (eudi nhiing nam 1960). Marketing 2.0 lay ngudi tidu dung lam trung tdm. Giai dogn thu ba dupe gpi la Marketing 3.0, bdt ddu vdo ddu thdi dai kit ndi sd (cudi nhung nam 1970) va vdn dang tiep didn. Marketing 3.0 khdng chi tap trung vdo sdn phdm va/ hoac ngudi tidu dimg ma cdn tap tnmg vao eon ngudi (hudng din gid tn). Giai dogn Marketing 4.0 bat ddu vdo nhiing nam dau ciia cudc CMCN 4.0 (dau n h ^ g nam 2010). Marketing 4.0 la each tiep can Marketing toan dien cho phep kdt hpp eae kdnh tidp xue true tuydn va ngogi tuyen vdi ngudi tieu dung, cho phep khai thdc hidu qud ndng luc kdt ndi vd chia se cdc dii lieu vd dieh vu true tuydn tiong khi vdn dam bao sy can bang vdi sy tham gia ciia khach hang (Kotler & cdng su, 2017).
Cdc cdng nghe hang dau cua each mgng cdng nghidp 4.0 cd tac ddng quan ttpng nhdt vd mat kinh td bao gdm: Cloud Technology, the Intemet of Things, Mobile Internet. Social Media, Big Data &
Advanced Analytics, Artificial Intelligence, Virtual Reality, Automation of Knowledge Work, Advanced
Robotics, 3'D Printing, Blockchain Technology va nhidu cdng nghp khde ntta (Blackburn & epng su;
PWC, 2017). Cloud Technology da tid tiidnh xu hudng chil dao ddi vdi nhieu doanh nghidp. Intemet of Things dang thay ddi each thiic hoat dpng cua khdng chi cac nganh cdng nghipp ma cd edeh thiic kinh doanh eiia cac doanh nghidp tiong ngdnh hdng tidu dung. Big Data & Advanced Analytics da ttd thdnh nen tang cdt loi.
2.2. Tdc dpng cua cdc cdng ngh$ m&i trong th&i ki chuyin doi so doi v&i Marketing
Cdc edng nghd tien tien ttong thdi dgi ket ndi sd da tdc ddng manh vd gdp phan dinh hinh nganh Marketmg tiong nhieu thap ky vd tiong tuang lai.
Chung khdng chi thay ddi hdnh vi cua ngudi tidu dung, md thay ddi ed md hinh Marketing va kinh doanh cua doanh nghidp.
Thic nhdt, cde edng nghd mdi da tid thdnh mpt cdng cy quyen uy tiong vide tao ndn dnh hudng vd thay ddi hdnh vi ciia ngudi tidu diing, cy the cdc cdng cu ky thudt sd da dupe tich hpp rdt nhidu vao trai nghiem mua sam cua khdch hdng. Vdi xu hudng tiling nd cua Intemet van vgt, con ngudi dang chuyen hau hdt ede hogt dpng giao dich hang ngdy sang dipn thoai di dpng, mdy tinh bdng vd may tinh ed nhan; tu giai tri den giao tidp xa hpi vd mua sam.
Cdc nen tdng trye tuydn hien nay ddu cd cdc chirc nang cho phep lidn lac hai chidu: giiia ngudi tieu dung vd doanh nghidp.
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' I ' ; '!' . 1 ,' da lam thay ddi cac hoat dOng Marketing ca bdn bang each hd ttp thyc hien cac chirc ndng Marketing quan frpng trude nhung thay ddi nhanh chdng ciia mdi trudng kinh doanh. Nhidu ky thuat, giai phap, cdng cu vd md hinh Marketing ky thuat sd da dupe phdt trien ddnh cho mdi trudng doanh nghidp: ty dpng hda Marketing, Marketing tien mgng xa h^i. Marketing di ddng.
Marketing Ian tiuyen, Marketing dnh hudng,...
Thic ba, cdc cdng nghd mdi da thue day su ra ddi cac md hinh kinh doanh mdi. Nhieu cdng ty mdi da dupe thdnh Idp tiong thdi dgi ki thudt sd, nhu Google, Facebook, Uber, Airbnb, Italki, Tesia, v.v., Cac cdng ty ndy tap trung vao viec tim hieu mdi quan he ciia con ngudi ttong mdi trudng sd hda vd khai thdc cdc tri thirc ttich nit dupe. Cdng nghd dupe coi la chia khda cho vipc lam hdi long khdch hdng vd kinh doanh thdnh cdng. Tren co sd cac cdng nghd phdn tich dii lidu hidn dai, dir Ueu cd the thay con ngudi ndi len nhiing gi hp mudn va nhihig gi ho cdn (Trafiie4U, 2017).
Phan tiep theo cua bdi viet md td qud trinh phan tich chudi nhdp chudt vd mpt sd trudng hpp iing dyng thanh cdng phdn tich chudi nhdp chudt frong Marketing.
3. Ung dung phan tich chuoi nhap chuot hd t r p ra quydt dinh Marketing
3.1. Chudi gid tri phdn tich chudi nhap chugt Qud trinh phan tich dir lieu hd tip ra quydt dinh ndi chung cd the dupe md td bdng mdt chudi gia tri ndm thanh phdn, mdi thdnh phdn cua chudi cd mpt myc tieu va kit qud xac dinh, gdp phdn gia tang gid tri cho dau ra eiia ehuoi gid tri ndy (Stein, 2012).
Hinh 2 md td chudi gia tri ciia phan tich web/ ehudi nhap chudt dudi goc dp he thdng, nhdm ttieh nit tri thlic vd hanh vi ngudi su dung web (khdeh hdng true tuyen) tir dii Ueu chudi nhdp ehudt. Nhiing tri thirc tiich rut dupe cd the dupe sir dung cho nhieu mue dich khac nhau: tang gid tii khdch hdng, cai tien, nang cao chat lupmg ttang web hoac cdi thidn qua tthih tiln xit Iy dir lieu.
Bu&c I: Thu thdp dir ligu. Trong budc ndy.
Hinh 2: ChuSi gid tri phan tich chuSi nhdp ehupt Ngudi sii dyng
web/khdch hang trye tuydn
Thu tiiap diJ lipu chudi nhip ehupt
• D e p u chudi nhap ehupt
Tien xii ly_
dft lipu chudi nhap ehupt
• Thdng tin vd sii dyng web ciiangudi sii •^
dung web/khach hang trye tuyen
• Tri tinic ve hanh vi Phan tich ngudi sii dyng web/
tiidng tin sau thdch hang ttuc tidn xii ly tuydn
Didn giai • Khuyen nghj tri tinic khai Marketing dua tten
phd dupe tri thlic
Ra quylt dinh . Quylt djuh Marketing tiiong M^keting-
minh
Ngudn: Tdc gid long hap tic (Stein, 2012; Turban & cgng sir (2011); Varnagar & cgng sir (2013)
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cdc tirong tac khde nhau cua ngudi dung web vdi he thdng thuong mgi va kinh doanh didn tii dupe ghi nhgn lai. Tuy nhien, du lieu thd dupe thu thdp thudng rdt nhidu va chua dupe dinh dgng dd cd the khai thdc vd su dyng ngay cho phdn tich. Chinh vay nen, trude khi phan tich chudi nhdp chudt can thuc hidn budc chuan bi dii lieu.
Bu&c 2: Chudn bi dir lieu. Qua tiinh tiln xii ly dii Upu bao gdm thu thgp, hpp nhat, ldm sach va cdu tnic hda cac dii lieu thu thap dupe. Vi dy khi cdn phdn tich nhu cau vd mdt nhan hidu san pham gia dyng mdi, ngudi qudn ly phdi truy vet lai dii lieu ve xu thd tim kilm va mua sdn phdm nay tir tdp nhgt ky web vd chuyin chimg ve dinh dgng sao cho cd the su dyng dupe cho budc phan tich dii lidu. Ket qud ciia qud trinh tiln xir ly la thdng tin.
Bu&c 3: Phdn tieh die lieu sau tien xu ly. Trong bude ndy, thdng tin sau tien xit Iy dupe xii ly tilp bdng phdn mem phan tich (vdi cac thugt todn vd chuong trinh md hinh hda vd phan tich dii Udu) dd tgo ra tri thirc kinh doanh (xu hudng, khudn mdu giao dich ciia khach hdng true tuyen, hd so khdch hdng, hd so frang web, hd so truy cap tiang web hay gia fri khdch hdng).
Bu&c 4: Trinh bdy tri thicc kinh doanh. Budc ndy tiinh bay, didn dich cdc tii thiic kinh doanh thu thdp dupe va dua ra cdc khuydn nghi cua cdc nhd qudn ly.
Sy tham gia eua con ngudi ttong budc ndy la rdt can thilt: thd hien d khd nang didn dich va sir dung tri thlic kinh doanh thu dupe dd tang cudng hieu qud ra quyet dinh. Trong mdt sd trudng hpp, viec trinh bdy tri thlic kinh doanh cdn phai vgn dyng them nhidu chi sd vd thdng tin bd sung khac.
Bu&c 5: Ra quyit dinh. Cdc nhd quan Iy doanh nghiep cd the dua ttdn nhiing tri thdc kinh doanh da dupe trinh bdy vd didn gia dudi dgng khuydn nghi thdng minh vd cd y nghia, ddng thdi can eu vdo cac ngudn lyc hidn cd dd ra quydt dinh kinh doanh. Vide thyc thi cac quydt dinh ndy se tdc ddng ngupc trd lgi tuong tac cua ngudi su dyng web va bat dau lgi mpt chu trinh phan tich chudi nhap chudt mdi. Ndi ngdn gpn, du lieu web/ du lieu chudi nhap chudt lien tyc dupe sii dyng dd dinh hinh ede quylt dinh kinh doanh frong tuong lai.
3.2. Mpt so tru&ng hop thifc ti vi irng d^ng phdn tich chudi nhap ehupt trong Marketing
Sau ddy Id mpt sd nghien cuu tinh hudng vd thuc
td ling dung thdnh cong pnan utn vuu«..--:;''' '"-^v^
tiong lihh vuc Marketing. Bk cd dupe cdi nhin todn dien, bai vilt ndu bdn vi dy tuong ling vdi b d n ' Ps cua Marketmg hon hpp - Product (sdn phdm). Place (dia dilm). Price (gid ca), vd Promotion (khuyen mai).
P thic nhdt - Product (Sdnphdm). Co rdt nhidu vi du vd eae cdng ty da khai thdc thanh cdng du Ueu nhdp ehupt dl cdi tiiien cac sdn phdm hidn cd hoac de thong tin vl qud trinh phat trien san phdm mdi, nhd dd tang dupe ty Id thdnh cdng. Vi du, td Thdi bao Tdi chmh (Financial Time - FT) da tiiuc hien phdn tich chudi nhap ehupt cua doe gid dd do raiic dp quan tam tdi ede chu dd. Trdn co sd cac thdng tin ndy, FT dua ra quylt dinh vd vide nen dang nhung cau chuydn va tin tiic ndo de dap iing su quan tam ciia ddc gia (Amazon AWS, 2016). Tuang ty, dich vy phdt video trye tuydn Netflix sii dyng dir Upu hdnh vi cua khdch hdng dupe thu thap tir ngudi dung web vd ede ling dung di dpng de dinh hudng tgo npi dung goc, nhd do ma cd dupe hdng loat bp phim cyc ki thdnh cdng nhu House of Card (Carr, 2013).
P thic hai - Place (Dia diim). Trong khi dia diem kinh doanh truyin thdng la cdc eira hang, thi kinh doanh true tuydn lai Id mpt ciia hang true tuyen hoac mpt im% dung di dpng eua doanh nghipp. Ci ddy, phan tich nhap chudt dupe iing dung theo thdi gian thuc (ngay lap tiie), vi ngay nay cae trang web thudng thyc hidn vipc ca nhan hda nhimg npi dung md ngudi tuang tdc web se nhin thay dua tten chudi nhap chudt trude dd ciia hp. Gan day, cde nha nghidn ciiu d Vien Cdng nghp Massachusetts (Massachusetts Institute of Technology - MIT) da tien mpt budc xa han bang each ca nhan hda each thlic ma ndi dung frdn mpt frang web se dupe trinh bay. Bang each sir dung dir lieu nhap ehupt, cde nhd nghidn ciiu se nhdn ra each ngudi dung web xu ly thdng tin mpt edeh chi tidt thay vi chimg chung hoge mdt each trye quan thay vi bang ldi ndi. Dua tien dy dodn nay, vide trinh bdy npi dung trang web dupe tu dpng didu chinh theo cdch xii ly thdng tin eua ed nhdn ngudi sii dyng web. He thdng kidu ndy dupe gpi Id trang web biln hinh (Morphing Website) vd da dupe thu nghiem thdnh cdng cho mpt cdng ty vien thdng todn cau ldn vdi ti lp tang doanh thu ldn din 20% (Urban & cpng su, 2009).
P thic 3 - Price (Gid cd). Ca nhan hda gia ban
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nhgy cam vi khdeh hang thudng cdm thdy bi ddi xii bat cdng nlu hp phai ttd gid cao hon cho mpt sdn pham gidng hdt so vdi khdch hdng khde. Tuy nhidn, cac nha qudn 1^ Marketmg gidi quyet van dd nay bang each sit dyng cac chuong tiinh khuyen mai va philu gidm gia dupe ca nhan hda. Microsoft da thuc hidn vide nap thdng tin nhap chudt ciia ngudi dimg vao mdt hp thing dy doan cd kha nang tgo ra cdc quang cao email dupe ca nhdn hda. Ket qua la hang da dat dupe ty lp chuydn ddi cao hon tdi 70% so vdi cac chidn dich email thdng thudng (Davenport & cdng sy, 2011).
P thir 4- Promotion (khuyin mdi). Mpt khia cgnh img dung khae ciia phan tich dii lieu ehudi nhdp ehupt ttong Marketing Id khuyen mai. Dua tien hdnh vi tuong tdc trye tuydn trude day ciia ngudi diing, cdc md hinh dy doan cd the tidn hanh nhan dang mau hmh tuong tac ciia ngudi dung va su dyng kit qua du dodn de ra quydt dinh quang cao nhdm myc tidu (xde dinh ddi tupng quang cao va ca nhdn hda n$i dung qudng cdo). Kieu nhdm muc tidu dya tren hdnh vi nay da lam tang gdp ddi hidu qua quang cac so vdi hinh thiic quang cao khdng nhdm muc tieu (eMarketer, 2010). Do dd, ngay nay, each tilp can nham mye tidu theo hdnh vi dupe sir dung rdng rai ttong cac ngdnh cdng nghiep vd dupe tdt cd cdc hang quang eao ldn sit dyng.
Ngoai 4 Ps, cdn rat nhilu iing dung khac ciia phdn tieh dii lieu chudi nhap chudt ttong ITnh vuc Marketing. Ngay nay, nhieu cdng ty frong nd lue thiet lap mdi quan he vdi khach hang, da lua chpn sii dyng phan tieh chudi nhap chudt de tang hidu qua quan ly quan he khach hdng. Vi dy, dii lieu chudi nhap ehupt ed thd dupe sii dyng de phan tich ldn mua hang gdn nhat, tdn sudt va mirc dp chi tiln ciia khdch (Recency, Frequency, and Monetary value - RFM) ttong cdc lan tmy edp cua hang trye tuyen trude day cua ngudi diing dd udc tinh site mgnh cua moi quan h§ vdi khach hang ciing nhu gid tri vdng ddi cua khdch hang (Customer Lifetime Value - CLV) (Chen
& cpng sy, 2009).
4. IVien khai ung dung phan ti'ch chuoi nhap chu$t trong doanh nghiep
4.L Cdc chiin lupfc triin khai phan tich chuoi nhdp chugt
Trdn ca sd quy tiinh cac budc phan tich dii lieu
chudi nhdp chudt dupe md ^ d Hinh 2, can cii vdo cac tieu chi cua Chase (2018), cd ba chiln lupc tiien khai phdn tich chudi nhdp chudt ma cae doanh nghidp cd thd xem xet de lya chpn.
Chiin lugrc thic nhdt Tuyin dung ed hai bp phgn:
bp phdn cdng nghe thdng tin (CNTT) vdi nhidm vy phat tridn va bao tri cac phdn mim phdn tich dii Upu va bp phgn phan tich Marketing vdi ngudn nhdn lyc cd trinh dd, kinh nghidm va dupe dao tgo vd su dyng cdng cy phan tich dii lieu. Uu diem cua chiln lupc ndy la doanh nghiep todn quyen kidm soat ddi vdi cac bd phan va ludng cdng viec ciia cac bd phdn do, hidu qua hpp tdc giua cac bp phan cao hon so vdi hidu qud hpp tdc vdi bdn ngoai. Hgn chi eiia chiln lupc ndy Id can chi phi didu hanh vd ehi phi luong cho ede bd phgn dupe tuyen dyng, phdt sinh nhu cau tim kidm ngudn nhan lyc cd du ndng luc tham gia cdc nhdm tiidn khai dy an.
Chiin lugrc thic hai. Chi tuyen dyng nhdn sy phdn tich du lieu cdn nhan sy cdng nghp thdng tin dupe thud ngoai. Bd phdn phdn tich dii lipu cua doanh nghipp cd frach nhidm phdi hop thudng xuydn vdi bp phgn cdng nghd thdng tin de duy tri ddng thdng tin. Chidn lupc nay cd dupe hau het cac lpi the nhu ehien lupc thir nhdt, ttong khi doanh nghipp van duy tri dupe vide kidm sodt phan tich dir lieu. Nhupc didm cua ehidn lupc nay tuong ty nhu nhupc didm ciia chien lupc thii nhat nhung d miic dp thap hon do nhan sy cdng nghe thdng tin dupe thud ngodi.
Chien lugrc thu ba. Thud ngodi cd hai bp phgn cdng nghe thdng tin vd phan ti'ch Marketing. Cdng ty phdn tich Marketing se lay dii lieu theo ydu cdu ciia doanh nghiep, tien hanh xu Iy va trinh bdy tri thiic thu dupe tii qud trinh phan tich cho cde nhd qudn ly doanh nghiep vdi mdt chi phi cd dinh. Nhu vdy doanh nghidp chi can hinh thdnh bd phan Marketing truydn thdng md khdng can tuydn dung rieng chuyen gia phdn tich dii Udu. Day cd fhl coi Id gidi phdp don gian vd hidu qua danh cho cde doanh nghidp nhd vd vita do dich vy phan tich dii lieu mang tinh chuydn nghiep vd cd chdt Iupng cao, frong khi ehi phi dich vu phan tieh du lieu Id cd dinh. Tuy nhidn, doanh nghidp phdi phu thudc hoan todn vdo cdng ty phdn tich Marketing thud ngodi frong van dd phan tich dir lipu vd cd it quyen kidm sodt ban ve tidn dp va chat lupng ciia cac bdo cdo phan tich.
4.2. Ddnh gid vd lua chpn gidi phdp phdn mim
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phdn tich web phd hap
Vipc lya chpn can tipng gdi phan mem phan tich web anh hudng rdt Idn ddn su thanh cdng ciia ede doanh nghiep cd tham gia thuang mgi vd kinh doanh trye tuydn. Gidi phdp phdn mem phii hpp Id giai phap cho phep doanh nghidp do ludng nhung gi dupe coi la quan ttpng ddi vdi doanh nghipp, nhiing gl ddp ling nhu cdu kinh doanh vd nhung gi ddp iing dupe hoan canh kinh doanh. Bang cdch ddnh gid todn dipn vd lua ehpn gdi phdn mem phan tich web phu hpp nhdt, cde nhd qudn ly Marketing se cd dupe nhiing tti thirc ddng tin eay va ddy du vd hdnh vi eua ngudi dimg web, lam co sd ra cdc quydt dinh ehien lupc. Sau day la quy trinh ba bude giiip doanh nghiep danh gia va lya chpn mdt gidi phdp phan tich web/ chudi nhap chudt phii hpp.
Bu&c I: Ddng bo hda icng dung phdn tich web v&i chiin luf/c kinh doanh. Doanh nghiep can hieu ro each thirc ma cdng cu phdn tich du lieu web cd thi hd frp qudn ly ndi chung va Marketing ndi ridng. Dd chdc chdn vide tridn khai he thdng phan tich dii li^u web la mdt hudng di dimg dan, doanh nghiep can uu tien xac dinh cdc muc tidu chinh ma ngudi qudn Iy Marketing dang theo dudi (giii ehan khach hang, t^ Ip chuyen ddi,...) trong su ddng bd vdi myc tieu kinh doanh.
Bu&c 2: Xdc dinh nhu cdu vd thuc trgng kinh doanh. Vide lipt ke va xep hgng im tien nhu eau va thyc frgng kinh doanh ciia cac doanh nghidp la vide ldm phiic tgp. Cac yeu td can xem xet tiong qud trmh ndy cd the dupe chia thdnh 2 nhdm: nhdm yeu td nghiep vy va nhdm ydu td edng nghd. Nhdm yeu td nghiep vu thudng bao gdm nhu cdu vd chi sd hidu qua (Key Performance Indicator - KPT), nhu cdu tich hpp du lipu phdn tich web vdi cac ngudn dii lieu khde, quy md vd tdng ngan sach danh eho phdn tich dii lieu. Thupc nhdm yeu td cdng nghd cd the ke din CO chd xit ly dir lieu giao dich, ydu cau bdo mat vd quyen ridng tu, hay nhu cau hd tip vl mat cdng nghe cua nhd cung cap.
Bu&e 3: Ddnh gid vd chgn gidi phdp phdn mem phdn tich trang web phu hgp. Sau khi cd biic franh todn canh ve nhu cau vd thyc frang kinh doanh, vide tiep theo Id phdi tidn hanh xdp hang uu tidn cdc nhu cdu quan tipng can dupe ddp iing bang cdng cy phan tich web. Theo (Brown, 2013; CUckinsight, 2017), khi lua chpn mpt giai phdp phdn mdm phdn tich du
Udu web, can tnam emeu vao luui ui^u. -^-*" • -'' ''^"
td chirc ndng (kha nang lap bao cao, tinh ttrcmg thich vd khd nang md rdng) va ydu td phi chiic nang (che dp cdi dgt, tdng chi phi, dp tm cay cua nhd cung cap, vdn dl tdn trpng ede yeu cdu phap ly Udn quan ddn thu thgp va bdo vd dii lieu, kha ndng xii Iy du Upu theo thdi gian tiiyc, tmh sdn sang ciia tdi lieu tiong ngdn ngir ciia khach hang, khd nang ho frp khach hdng).
5. iTng dung phdn tich chudi nhap chuot trong cac doanh nghidp nhd va viia & Viet Nam - thyc trgng va khuyen nghi
Vide chuydn ddi ky thuat sd da md ra cdnh cua cho tdt cd cac logi hinh doanh nghidp, bao gdm cdc doanh nghidp nhd va cac cong ty khdi nghiep. Theo Korter & cdng su (2017), cac doanh nghidp nhd hon, tie hon va hogt dpng fren dia bdn npi dia se cd eo h^i canh franh vdi cdc doanh nghipp ldn hon, cd thdi gian hogt dpng lau hon va cd pham vi hoat ddng todn cdu. Dilu nay dac bidt cd gia tri dp dyng cho cac doanh nghipp nhd vd vira d Viet Nam, vi Vi|t Nam dupe ddnh gid la mdt frong nhirng qudc gia cd tiem nang cao nhdt dd xdy dyng ndn kinh td sd vdi van hda khdi nghipp manh me (thir 7 fren the gidi) (VDD, 2016). Theo Google Barometer, han mpt nira dan sd dupe kdt ndi vdi Intemet vd 43% giao dich mua hang ciia khach dupe bdt ddu vdi ttdi nghipm true tuydn. Bdng each dp dyng ehinh xac cdc cdng nghd tidn tidn mdi ndi, dac bipt Id Internet va nen tdng kdt ndi di ddng, cac doanh nghidp nhd vd vira d Vipt Nam hodn todn cd thi tiiln khai thdnh cdng thuong mai va kinh doanh didn tu.
Tir goc dp Marketing, doanh nghidp nhd va vira cd the tang kha nang canh tranh han nira ndu bilt each khai thac cac cdng nghd tien tidn de kdt noi vdi cdng ddng khach hdng va ddi tdc d l cung sdng tgo va ket ndi vdi cac doi thu canh franh dd cung canh franh hpp tde. Chii tich Tgp dodn FPT Tmong Gia Binh eung cho bidt, CMCN 4.0 mang den nhimg y tudng va cdng nghe mdi md cdc cdng ty khdi nghidp cd the khai thdc de tham nhgp vao cac thi tmdng ngdch mdi (StartupViet, 2017). Tuy nhien, tiieo Dave Chaffey & Mark Pafron (2012) nhung trd ngai Idn nhdt ddi vdi cdc td chiic cd kinh doanh trye tuydn trong vipe img dyng phdn tich dir lipu cho cac myc tidu nhu tdi uu hda ty Id chuyin ddi (cd bao nhieu ngudi dd mua hang sau khi truy cap ttang web
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n\vA ajiiuijci jifeDiL4:,i:i iu H\x uassa ?tyt cdc ngudn lyc tai ehinh vd chien lupc. Day ciing la nhimg vdn d l ma cdc doanh nghiep nhd va vira d Viet Nam dang gap phai. Sau ddy Id rapt sd khuyen nghi cho cdc doanh nghidp nhd vd vira Viet Nam trong vdn dd iing dyng phdn tich ehudi nhdp ehupt.
(1) Van de khdng ndm & dir lieu hay luang du lieu md doanh nghiep cd md ndm & nhicng gid tri hay tri thuc md doanh nghiep cd thi trich riit duac tu dir lieu vd cdch trieh rut cdc tri thue do. Sdn pham quan ttpng nhdt ciia qua frinh phdn tieh chudi nhap ehupt la tri thire kinh doanh phdn tich cdc mo hmh, xu hudng vd mdi quan he dl dua ra quyet dinh Marketmg chien lupc. Dl thu dupe tii thue kmh doanh ed ehdt lupng cao, doanh nghidp can cd mdt hp tiidng phan tich nhdp ehupt dupe tiiln khai mot edeh chuydn nghipp. Khuydn nghi cho van dd nay la cdc nha quan Iy cdn hilu ehinh xdc each ma he tiiong phdn tich nhap chu^t cd thd cung edp gid tti cho doanh nghipp, cdn nhde thdu ddo vl vdn de;
Doanh nghipp ed kha nang tiiln khai mdt hd tiidng phan tich nhdp chu^t hay khdng? Hp thdng nay cdn dupe tich hpp vao chiln lupc kinh doanh cung nhu myc tieu quan ly Marketing nhu thi nao?
(2) Trong qud trinh triin khai he thdng phdn tich chudi nhdp chugt, cdn cd su hgp tdc hieu qud giica bgphgn cdng ngh$ thdng tin vd bgphgn Marketing.
Doanh nghipp chi cd thi cd dupe hp tiidng phdn tich dtt lipu chat lupng cao ndu cd sy cpng tac mgnh me giua dpi ngu cdng nghp thdng tin va dpi ngu nghidp vy. Khuyen nghi cho vdn dd nay la phai ddm bao cd sy tham gia ciia ed bd phan cdng nghp thdng tin vd bp phgn Marketing khi ttidn khai he thdng phdn tich nhap ehupt. Hai bO phgn ndy edn song hanh vdi nhau ttong sudt qud tiinh phdt friln he thdng: tii phdn tieh den tiiiet kd, vgn hdnh va bdo tri h§ thdng;
(3) Thdch thuc l&n nhdt Id viec tich hgp vd chdp nhdn cdc eong cu phdn tich web/ chudi nhdp chudt trong doanh nghiep. Sau khi lya chpn gidi phap phdn mdm phdn tich web/ chuoi nhap chuOt phu hpp, vipc tich hpp he thdng phdn tich vdo thuc tidn kinh doanh va edeh de vupt qua su phan iing ciia ngudi sir dyng la hai van de ldn can dupe xem xet thda dang. Khuydn nghi cho van de nay Id doanh nghiep cdn cd ke hogch quan Iy sy thay ddi, xdc dinh nhimg thay ddi cdn thidt ve mgt td chtic dd ddm bdo h^ tiidng phan tich cd thi hogt dpng dupe. De gidm
tiiidu phdn iing cua ngudi dung, doanh nghidp cdn tim cdch hilu v l ngudi diing myc tieu ciia he thdng frong qua trinh phdt tiien cang sdm cang tot vd dua ra kd hoach dao tao ngucri diing;
(4) Khdng cd gidi phdp phdn tich web ndo phd hgp v&i moi doanh nghiip. Trdn thuc tl, cd rdt nhilu loai hinh doanh nghidp kbdc nhau vl Imh vyc, quy md vd dac thu nghidp vy tham gia kinh doanh true tuydn. Trong khi, ttdn thi tmdng lai ed rdt nhidu gidi phdp phdn tich web hoan hao vdi nhieu chiic nang khac nhau. Viec lua chpn doi tac phdn tich web cung rat khd khan. Khuyen ngM cho vdn dl nay Id doanh nghiep can phan tich mpt each todn dipn vd thda ddng cde yeu td va tieu chi lua chpn khi danh gid va lya chpn cdng eu phan tieh web;
(5) Chiin lugrc triin khai icng dung phdn tich web/
chudi nhdp chudt cdn dua trin yeu cdu dge thit ciia doanh nghiep. Co sd dl doanh nghiep lya chpn chiln lupe triln khai iing dung phan tich web/ ehudi nhdp chudt phu hpp la quy md kinh doanh, miie dp uu tidn cho cae boat ddng chinh ttong ehudi gia tri, vd ty Ip giiia ban hang ti^c tuydn va ban hdng tinayln tiidng.
Thir nhat, ddi vdi cdc doanh nghidp nhd, khdng nhdt thilt tuydn dung bd phan phan tich Marketing md nen sit dung cac dieh vy ttpn gdi cua cac cdng ty phan tich Marketing chuyen nghidp. Dieu nay dam bdo su hai hda vd chi phi va lpi ieh cua hogt dpng phdn tich du lieu. Thii hai, frong tiirdng hop mpt doanh nghidp cd dii ngudn lyc vd quy md nhung vdn cd nhu cau tap tmng vao vide xdy dyng cac hogt ddng cdt loi cua minh, thi chiln lupc myen dung nhan su phdn tich Marketing vd thud nhan sy cdng nghd thdng tin Id lya chpn tdt nhdt. Thii ba, frong trudng hpp doanh thu cua doanh nghiep chii ydu ddn tir kinh doanh trye tuyin thi du lieu web se rat nhilu va lpi ich tii vide sir dyng cdng cy phan tich web la vd cimg Idn, vdy ndn chien lupc tuydn dung ed hai bd phdn phdn tich web va cdng nghd thdng tin se Id ly tudng.
6. Ket luan
Bai viet nay da cung cap mdt each nhin todn didn v l ling dung phdn tich ehudi nhap ehupt hd trp ra quyet dinh Marketing tiong thdi ki chuydn ddi sd.
Phan gidi thidu tdng quan ve ldn sdng edng nghp mdi va tac dpng ddi vdi boat ddng Marketing dd ldm rd tdm quan tipng ciia chuydn ddi sd ddi vdi doanh nghidp frong vide ddng hdnh ciing khdch hdng trye
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tiiydn tiong sudt hanh trinh tir nhdn tiiiic cho tdi chudt hd ttp ra quyei omii iviaiivvi...t). -- "' . ' ^ hanh ddng. Cdch tilp can cua tac gia khi trinh bay didm ciia tac gid, kit qua nghidn ciiu ttong bai viet vdung dung phdn tich ehudi nhdp ehupt chuydn bidt ndy cd the dupe sir dung nhu mdt tdi lieu kham khao BBlTnh vuc Marketmg la tap tmng vao gde dp qudn cd gia tti cho nhiing nghien cim tiep theo ve ung ly thay vi edng nghd va di tir Iy thuyet din thue tidn dung phdn tich web/ chudi nhdp ehupt frong qudn tri ling dyng. Bai vilt dd dua ra dupe mdt so khuydn doanh nghidp, cy thd nhu iing dyng phdn tich web/
nghi cd tinh dinh hudng cho cac doanh nghiep nhd chudi nhap chudt tiong quan tii quan he khdch hang, vd vira cua Viet Nam ttong van dl ra quylt dinh vd quan tri quan hp nha cung cap hay quan tri nhan vien tien hdnh tridn khai ung dung phdn tich ehudi nhdp va ddi tac.
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