Bài 7: Analytics & Data-Driven Marketing

# E-commerce Marketing Analytics Dashboard

## Dashboard Overview: TechStore.vn Performance Dashboard

### Section 1: Traffic & Acquisition Metrics

#### Traffic Sources (Last 30 days)
**Organic Search:** 45% (18,000 users)
- YoY Growth: +25%
- Top Landing Pages: Product categories
- Avg. Session Duration: 3:45
- Bounce Rate: 35%

**Paid Search:** 25% (10,000 users)  
- Cost: $15,000
- CPC: $1.50
- Quality Score: 7.2/10
- ROAS: 4.2x

**Social Media:** 15% (6,000 users)
- Facebook: 60% of social traffic
- Instagram: 25%
- TikTok: 15%
- Social Commerce Revenue: $45,000

**Direct Traffic:** 10% (4,000 users)
**Email Marketing:** 3% (1,200 users)
**Referral:** 2% (800 users)

### Section 2: Conversion Funnel Analysis

#### E-commerce Funnel Performance
1. **Homepage Views:** 40,000
2. **Product Page Views:** 28,000 (70% of homepage visitors)
3. **Add to Cart:** 8,400 (30% of product viewers)
4. **Checkout Started:** 4,200 (50% of add to cart)
5. **Purchase Completed:** 2,100 (50% of checkout started)

**Overall Conversion Rate:** 5.25%
**Cart Abandonment Rate:** 75%

#### Conversion Rate by Traffic Source
- **Email:** 8.5% (highest converting)
- **Organic Search:** 6.2%
- **Direct:** 5.8%
- **Paid Search:** 4.1%
- **Social Media:** 2.3%

### Section 3: Revenue & ROI Metrics

#### Revenue Breakdown (Monthly)
**Total Revenue:** $420,000
- **Organic:** $189,000 (45%)
- **Paid Ads:** $126,000 (30%) 
- **Social Commerce:** $45,000 (11%)
- **Email:** $36,000 (9%)
- **Direct:** $24,000 (5%)

#### Marketing ROI by Channel
- **Email Marketing:** 1,200% ROI ($36k revenue / $3k cost)
- **SEO:** 945% ROI ($189k revenue / $20k cost)
- **Paid Search:** 320% ROI ($126k revenue / $39k cost)
- **Social Ads:** 180% ROI ($45k revenue / $25k cost)

### Section 4: Customer Behavior Analysis

#### Top Performing Products
1. **iPhone 15 Pro:** $85,000 revenue (340 units)
2. **Samsung Galaxy S24:** $62,000 revenue (310 units)  
3. **MacBook Air M2:** $58,000 revenue (145 units)
4. **iPad Pro:** $45,000 revenue (225 units)
5. **AirPods Pro:** $32,000 revenue (640 units)

#### Customer Segmentation
**New Customers:** 65% of transactions
- Average Order Value: $180
- Lifetime Value: $320

**Returning Customers:** 35% of transactions  
- Average Order Value: $240
- Lifetime Value: $850

### Section 5: Content Performance

#### Blog Content ROI
**Top Performing Articles:**
1. "iPhone 15 vs iPhone 14 Comparison" - 45,000 views, 340 conversions
2. "Best Smartphones Under $500" - 32,000 views, 280 conversions
3. "MacBook Buying Guide 2024" - 28,000 views, 145 conversions

**Content Attribution Revenue:** $125,000 (30% of total)

### Section 6: Key Performance Indicators

#### Monthly Targets vs Actual
- **Revenue Target:** $400,000 | **Actual:** $420,000 ✅ (+5%)
- **Traffic Target:** 35,000 users | **Actual:** 40,000 ✅ (+14%)
- **Conversion Rate Target:** 5% | **Actual:** 5.25% ✅ (+5%)
- **Customer Acquisition Cost Target:** $25 | **Actual:** $22 ✅ (-12%)

### Section 7: Actionable Insights & Recommendations

#### Quick Wins (Implementation: 1-2 weeks)
1. **Cart Abandonment Email Campaign** 
   - Current: No automation
   - Opportunity: Recover 15% of abandoned carts = $15,750 additional revenue

2. **Product Page Optimization**
   - Add more product reviews (current: 3.2 avg reviews)
   - Implement size guides for accessories
   - Expected: +10% conversion rate improvement

#### Medium-term Optimizations (1-3 months)  
1. **Expand High-ROI Channels**
   - Increase email marketing frequency từ 2x/week to 3x/week
   - Double SEO content production (4 articles/month to 8)
   - Expected: +25% revenue growth

2. **Improve Low-Performing Channels**
   - Redesign social media strategy focusing on product tutorials
   - A/B test paid search ad copy và landing pages
   - Expected: +30% social commerce conversion rate

#### Strategic Initiatives (3-6 months)
1. **Customer Retention Program**
   - Implement loyalty program
   - Personalized product recommendations
   - Expected: +40% customer lifetime value

2. **Mobile App Development**
   - 70% of traffic is mobile, but mobile conversion is 40% lower
   - Native app could improve mobile experience
   - Expected: +20% mobile conversion rate

### Reporting Schedule:
- **Daily:** Traffic, revenue, ad spend monitoring
- **Weekly:** Conversion funnel, top products, campaign performance  
- **Monthly:** Full dashboard review, strategy adjustments
- **Quarterly:** Customer segmentation analysis, channel attribution modeling