{"id":10782,"date":"2025-07-31T14:16:50","date_gmt":"2025-07-31T07:16:50","guid":{"rendered":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/?p=10782"},"modified":"2026-03-27T17:20:19","modified_gmt":"2026-03-27T10:20:19","slug":"cohort-la-gi","status":"publish","type":"post","link":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/goc-ky-nang\/cohort-la-gi","title":{"rendered":"Cohort l\u00e0 g\u00ec? Kh\u00e1m ph\u00e1 c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch h\u00e0nh vi theo th\u1eddi gian"},"content":{"rendered":"\n

M\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u1ec1u mang theo nh\u1eefng h\u00e0nh vi, ph\u1ea3n \u1ee9ng v\u00e0 gi\u00e1 tr\u1ecb kh\u00e1c nhau theo th\u1eddi gian. Thay v\u00ec nh\u00ecn b\u1ee9c tranh d\u1eef li\u1ec7u d\u01b0\u1edbi d\u1ea1ng t\u0129nh, nhi\u1ec1u doanh nghi\u1ec7p \u0111ang t\u00ecm c\u00e1ch kh\u00e1m ph\u00e1 chuy\u1ec3n \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng theo t\u1eebng giai \u0111o\u1ea1n c\u1ee5 th\u1ec3. Cohort l\u00e0 g\u00ec<\/strong> tr\u1edf th\u00e0nh \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u \u0111\u1ec3 hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 h\u00e0nh vi, t\u1ed1i \u01b0u chi\u1ebfn l\u01b0\u1ee3c v\u00e0 t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh d\u00e0i h\u1ea1n.<\/p>\n\n\n\n

\"Cohort<\/figure>\n\n\n\n

Cohort l\u00e0 g\u00ec ?<\/h2>\n\n\n\n

Cohort l\u00e0 thu\u1eadt ng\u1eef d\u00f9ng \u0111\u1ec3 ch\u1ec9 m\u1ed9t nh\u00f3m ng\u01b0\u1eddi c\u00f3 chung m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m trong c\u00f9ng m\u1ed9t kho\u1ea3ng th\u1eddi gian nh\u1ea5t \u0111\u1ecbnh. \u0110\u1eb7c \u0111i\u1ec3m n\u00e0y c\u00f3 th\u1ec3 l\u00e0 th\u1eddi \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u s\u1eed d\u1ee5ng d\u1ecbch v\u1ee5, ng\u00e0y \u0111\u0103ng k\u00fd t\u00e0i kho\u1ea3n, th\u1eddi gian mua h\u00e0ng \u0111\u1ea7u ti\u00ean ho\u1eb7c b\u1ea5t k\u1ef3 s\u1ef1 ki\u1ec7n n\u00e0o c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c.<\/p>\n\n\n\n

\n

M\u1ed9t cohort \u0111\u01b0\u1ee3c theo d\u00f5i t\u1ed1t c\u00f3 th\u1ec3 h\u00e9 l\u1ed9 l\u00fd do th\u00e0nh c\u00f4ng ho\u1eb7c th\u1ea5t b\u1ea1i.<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Kh\u00e1i ni\u1ec7m \u201ccohort\u201d th\u01b0\u1eddng xu\u1ea5t hi\u1ec7n trong c\u00e1c l\u0129nh v\u1ef1c nh\u01b0 th\u1ed1ng k\u00ea, y h\u1ecdc v\u00e0 \u0111\u1eb7c bi\u1ec7t ph\u1ed5 bi\u1ebfn trong marketing, ph\u00e2n t\u00edch d\u1eef li\u1ec7u s\u1ea3n ph\u1ea9m. M\u1ee5c ti\u00eau ch\u00ednh c\u1ee7a vi\u1ec7c nh\u00f3m theo cohort l\u00e0 gi\u00fap theo d\u00f5i v\u00e0 so s\u00e1nh h\u00e0nh vi ho\u1eb7c k\u1ebft qu\u1ea3 c\u1ee7a t\u1eebng nh\u00f3m ng\u01b0\u1eddi d\u00f9ng theo th\u1eddi gian, thay v\u00ec nh\u00ecn to\u00e0n b\u1ed9 t\u1eadp d\u1eef li\u1ec7u m\u1ed9t c\u00e1ch t\u1ed5ng th\u1ec3.<\/p>\n\n\n\n

Cohort l\u00e0 n\u1ec1n t\u1ea3ng quan tr\u1ecdng \u0111\u1ec3 tri\u1ec3n khai c\u00e1c ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch h\u00e0nh vi, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 v\u00e0 t\u1ed1i \u01b0u ho\u00e1 tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng theo d\u00f2ng \u0111\u1eddi.<\/p>\n\n\n\n

Cohort analysis l\u00e0 g\u00ec<\/h2>\n\n\n\n

Cohort analysis l\u00e0 ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch d\u1eef li\u1ec7u theo nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 c\u00f9ng \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u trong m\u1ed9t kho\u1ea3ng th\u1eddi gian c\u1ee5 th\u1ec3, nh\u1eb1m theo d\u00f5i h\u00e0nh vi, hi\u1ec7u su\u1ea5t ho\u1eb7c k\u1ebft qu\u1ea3 c\u1ee7a h\u1ecd theo th\u1eddi gian. Thay v\u00ec xem to\u00e0n b\u1ed9 ng\u01b0\u1eddi d\u00f9ng nh\u01b0 m\u1ed9t kh\u1ed1i \u0111\u1ed3ng nh\u1ea5t, ph\u01b0\u01a1ng ph\u00e1p n\u00e0y chia h\u1ecd th\u00e0nh c\u00e1c nh\u00f3m cohort \u0111\u1ec3 quan s\u00e1t v\u00e0 so s\u00e1nh s\u1ef1 thay \u0111\u1ed5i gi\u1eefa c\u00e1c nh\u00f3m theo t\u1eebng giai \u0111o\u1ea1n.<\/p>\n\n\n\n

Ph\u00e2n t\u00edch cohort cho ph\u00e9p ph\u00e1t hi\u1ec7n s\u1ef1 kh\u00e1c bi\u1ec7t trong h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng d\u1ef1a tr\u00ean th\u1eddi \u0111i\u1ec3m ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Qua \u0111\u00f3, c\u00e1c t\u1ed5 ch\u1ee9c c\u00f3 th\u1ec3 theo d\u00f5i xu h\u01b0\u1edbng d\u00e0i h\u1ea1n, nh\u1eadn di\u1ec7n m\u00f4 h\u00ecnh t\u01b0\u01a1ng t\u00e1c v\u00e0 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 hi\u1ec7u qu\u1ea3 c\u1ee7a nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c \u0111\u00e3 tri\u1ec3n khai.<\/p>\n\n\n\n

Cohort analysis \u0111\u1eb7c bi\u1ec7t h\u1eefu \u00edch trong l\u0129nh v\u1ef1c marketing, s\u1ea3n ph\u1ea9m, d\u1eef li\u1ec7u h\u00e0nh vi v\u00e0 v\u1eadn h\u00e0nh h\u1ec7 th\u1ed1ng. \u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p gi\u00fap chuy\u1ec3n d\u1eef li\u1ec7u t\u1eeb t\u0129nh sang \u0111\u1ed9ng, t\u1eeb t\u1ed5ng th\u1ec3 sang c\u00f3 chi\u1ec1u s\u00e2u, t\u1ea1o n\u1ec1n t\u1ea3ng cho c\u00e1c quy\u1ebft \u0111\u1ecbnh ch\u00ednh x\u00e1c v\u00e0 b\u1ec1n v\u1eefng h\u01a1n trong kinh doanh.<\/p>\n\n\n\n

\u1ee8ng d\u1ee5ng c\u1ee7a cohort trong th\u1ed1ng k\u00ea, y h\u1ecdc v\u00e0 marketing<\/h2>\n\n\n\n

Cohort l\u00e0 kh\u00e1i ni\u1ec7m \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i trong nhi\u1ec1u l\u0129nh v\u1ef1c kh\u00e1c nhau, m\u1ed7i ng\u00e0nh \u00e1p d\u1ee5ng theo m\u1ed9t m\u1ee5c ti\u00eau ri\u00eang nh\u01b0ng \u0111\u1ec1u d\u1ef1a tr\u00ean nguy\u00ean t\u1eafc theo d\u00f5i nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng trong th\u1eddi gian li\u00ean t\u1ee5c.<\/p>\n\n\n\n

Trong th\u1ed1ng k\u00ea, cohort \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u theo nh\u00f3m d\u00e2n s\u1ed1 c\u00f3 \u0111i\u1ec3m chung nh\u01b0 n\u0103m sinh, v\u00f9ng mi\u1ec1n, ho\u1eb7c th\u1eddi \u0111i\u1ec3m tham gia nghi\u00ean c\u1ee9u. M\u1ee5c ti\u00eau l\u00e0 theo d\u00f5i v\u00e0 so s\u00e1nh c\u00e1c xu h\u01b0\u1edbng ho\u1eb7c h\u00e0nh vi theo th\u1eddi gian nh\u1eb1m \u0111\u01b0a ra k\u1ebft lu\u1eadn ch\u00ednh x\u00e1c h\u01a1n so v\u1edbi quan s\u00e1t t\u1ed5ng th\u1ec3.<\/p>\n\n\n\n

Trong y h\u1ecdc, cohort \u0111\u1eb7c bi\u1ec7t ph\u1ed5 bi\u1ebfn trong nghi\u00ean c\u1ee9u d\u1ecbch t\u1ec5. C\u00e1c nh\u00e0 khoa h\u1ecdc theo d\u00f5i m\u1ed9t nh\u00f3m b\u1ec7nh nh\u00e2n c\u00f3 c\u00f9ng y\u1ebfu t\u1ed1 nguy c\u01a1 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a b\u1ec7nh ho\u1eb7c ph\u1ea3n \u1ee9ng v\u1edbi \u0111i\u1ec1u tr\u1ecb trong d\u00e0i h\u1ea1n.<\/p>\n\n\n\n

Trong marketing v\u00e0 kinh doanh, cohort gi\u00fap doanh nghi\u1ec7p ph\u00e2n t\u00edch h\u00e0nh vi kh\u00e1ch h\u00e0ng theo th\u1eddi gian \u0111\u0103ng k\u00fd, l\u1ea7n mua \u0111\u1ea7u ti\u00ean ho\u1eb7c c\u00e1c s\u1ef1 ki\u1ec7n t\u01b0\u01a1ng t\u00e1c kh\u00e1c \u0111\u1ec3 t\u1ed1i \u01b0u ho\u00e1 chi\u1ebfn l\u01b0\u1ee3c gi\u1eef ch\u00e2n v\u00e0 t\u0103ng tr\u01b0\u1edfng.<\/p>\n\n\n\n

V\u00ed d\u1ee5: Trong nghi\u00ean c\u1ee9u d\u1ecbch t\u1ec5 h\u1ecdc, m\u1ed9t nh\u00f3m 2.000 ng\u01b0\u1eddi h\u00fat thu\u1ed1c \u0111\u01b0\u1ee3c theo d\u00f5i trong 10 n\u0103m \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 nguy c\u01a1 m\u1eafc ung th\u01b0 ph\u1ed5i \u2013 \u0111\u00e2y l\u00e0 m\u1ed9t cohort y t\u1ebf \u0111i\u1ec3n h\u00ecnh.<\/p>\n\n\n\n

C\u00e1c lo\u1ea1i cohort th\u01b0\u1eddng d\u00f9ng<\/h2>\n\n\n\n

Vi\u1ec7c ph\u00e2n nh\u00f3m cohort c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n theo nhi\u1ec1u ti\u00eau ch\u00ed kh\u00e1c nhau t\u00f9y v\u00e0o m\u1ee5c ti\u00eau ph\u00e2n t\u00edch. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 ba nh\u00f3m ph\u1ed5 bi\u1ebfn nh\u1ea5t th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng trong c\u00e1c h\u1ec7 th\u1ed1ng theo d\u00f5i h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng v\u00e0 d\u1eef li\u1ec7u kinh doanh.<\/p>\n\n\n\n

Cohort theo th\u1eddi gian tham gia (Acquisition cohort) l\u00e0 lo\u1ea1i ph\u1ed5 bi\u1ebfn nh\u1ea5t. Ng\u01b0\u1eddi d\u00f9ng \u0111\u01b0\u1ee3c nh\u00f3m l\u1ea1i d\u1ef1a tr\u00ean th\u1eddi \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5, ch\u1eb3ng h\u1ea1n nh\u01b0 ng\u00e0y \u0111\u0103ng k\u00fd t\u00e0i kho\u1ea3n ho\u1eb7c l\u1ea7n mua h\u00e0ng \u0111\u1ea7u ti\u00ean. M\u1ee5c ti\u00eau l\u00e0 theo d\u00f5i h\u00e0nh vi c\u1ee7a t\u1eebng nh\u00f3m k\u1ec3 t\u1eeb th\u1eddi \u0111i\u1ec3m ti\u1ebfp c\u1eadn ban \u0111\u1ea7u.<\/p>\n\n\n\n

Cohort theo h\u00e0nh vi (Behavioral cohort) ph\u00e2n nh\u00f3m d\u1ef1a tr\u00ean nh\u1eefng h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3 m\u00e0 ng\u01b0\u1eddi d\u00f9ng \u0111\u00e3 th\u1ef1c hi\u1ec7n, nh\u01b0 nh\u1ea5p v\u00e0o m\u1ed9t t\u00ednh n\u0103ng, xem video ho\u1eb7c th\u1ef1c hi\u1ec7n giao d\u1ecbch. C\u00e1ch ph\u00e2n lo\u1ea1i n\u00e0y cho ph\u00e9p doanh nghi\u1ec7p hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 t\u01b0\u01a1ng t\u00e1c th\u1ef1c t\u1ebf thay v\u00ec ch\u1ec9 d\u1ef1a tr\u00ean m\u1ed1c th\u1eddi gian.<\/p>\n\n\n\n

Ngo\u00e0i ra, cohort c\u0169ng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e1c \u0111\u1ecbnh theo ngu\u1ed3n truy c\u1eadp, lo\u1ea1i thi\u1ebft b\u1ecb, khu v\u1ef1c \u0111\u1ecba l\u00fd ho\u1eb7c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng. T\u00f9y theo l\u0129nh v\u1ef1c \u1ee9ng d\u1ee5ng, vi\u1ec7c ch\u1ecdn lo\u1ea1i cohort ph\u00f9 h\u1ee3p s\u1ebd \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 hi\u1ec7u qu\u1ea3 ph\u00e2n t\u00edch.<\/p>\n\n\n\n

L\u1ee3i \u00edch khi s\u1eed d\u1ee5ng cohort analysis<\/h2>\n\n\n\n

Cohort analysis kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch d\u1eef li\u1ec7u, m\u00e0 c\u00f2n l\u00e0 c\u00f4ng c\u1ee5 chi\u1ebfn l\u01b0\u1ee3c gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng theo th\u1eddi gian. M\u1ed9t trong nh\u1eefng l\u1ee3i \u00edch l\u1edbn nh\u1ea5t l\u00e0 kh\u1ea3 n\u0103ng theo d\u00f5i t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng (retention rate) qua t\u1eebng giai \u0111o\u1ea1n sau khi h\u1ecd ti\u1ebfp c\u1eadn s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. \u0110i\u1ec1u n\u00e0y cho ph\u00e9p ph\u00e1t hi\u1ec7n th\u1eddi \u0111i\u1ec3m ng\u01b0\u1eddi d\u00f9ng b\u1eaft \u0111\u1ea7u gi\u1ea3m t\u01b0\u01a1ng t\u00e1c ho\u1eb7c r\u1eddi b\u1ecf, t\u1eeb \u0111\u00f3 c\u00f3 gi\u1ea3i ph\u00e1p can thi\u1ec7p k\u1ecbp th\u1eddi.<\/p>\n\n\n\n

Ph\u00e2n t\u00edch cohort c\u0169ng h\u1ed7 tr\u1ee3 \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch marketing m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c h\u01a1n. Thay v\u00ec ch\u1ec9 nh\u00ecn v\u00e0o k\u1ebft qu\u1ea3 t\u1ed5ng th\u1ec3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 so s\u00e1nh hi\u1ec7u su\u1ea5t gi\u1eefa c\u00e1c nh\u00f3m ng\u01b0\u1eddi d\u00f9ng ti\u1ebfp c\u1eadn \u1edf nh\u1eefng th\u1eddi \u0111i\u1ec3m kh\u00e1c nhau. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7c bi\u1ec7t h\u1eefu \u00edch trong vi\u1ec7c th\u1eed nghi\u1ec7m A\/B ho\u1eb7c \u0111\u00e1nh gi\u00e1 t\u00e1c \u0111\u1ed9ng c\u1ee7a t\u1eebng phi\u00ean b\u1ea3n s\u1ea3n ph\u1ea9m.<\/p>\n\n\n\n

B\u00ean c\u1ea1nh \u0111\u00f3, cohort analysis gi\u00fap t\u1ed1i \u01b0u h\u00f3a v\u00f2ng \u0111\u1eddi kh\u00e1ch h\u00e0ng (customer lifecycle), x\u00e1c \u0111\u1ecbnh c\u00e1c nh\u00f3m mang l\u1ea1i gi\u00e1 tr\u1ecb cao nh\u1ea5t \u0111\u1ec3 t\u1eeb \u0111\u00f3 ph\u00e2n b\u1ed5 ng\u00e2n s\u00e1ch, ngu\u1ed3n l\u1ef1c v\u00e0 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n ph\u00f9 h\u1ee3p.<\/p>\n\n\n\n

V\u00ed d\u1ee5: M\u1ed9t doanh nghi\u1ec7p SaaS ph\u00e1t hi\u1ec7n nh\u00f3m ng\u01b0\u1eddi d\u00f9ng \u0111\u0103ng k\u00fd trong th\u00e1ng 1 c\u00f3 t\u1ef7 l\u1ec7 duy tr\u00ec sau 3 th\u00e1ng cao g\u1ea5p \u0111\u00f4i so v\u1edbi nh\u00f3m th\u00e1ng 3, t\u1eeb \u0111\u00f3 \u0111i\u1ec1u ch\u1ec9nh l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c onboarding.<\/p>\n\n\n\n

C\u00e1ch th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch cohort hi\u1ec7u qu\u1ea3<\/h2>\n\n\n\n

\u0110\u1ec3 th\u1ef1c hi\u1ec7n ph\u00e2n t\u00edch cohort hi\u1ec7u qu\u1ea3, c\u1ea7n tu\u00e2n theo m\u1ed9t quy tr\u00ecnh b\u00e0i b\u1ea3n t\u1eeb x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau \u0111\u1ebfn tr\u00ecnh b\u00e0y k\u1ebft qu\u1ea3. B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean l\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c \u0111\u00edch ph\u00e2n t\u00edch: doanh nghi\u1ec7p mu\u1ed1n \u0111o retention, ph\u00e2n t\u00edch h\u00e0nh vi mua h\u00e0ng, \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 chi\u1ebfn d\u1ecbch hay c\u1ea3i thi\u1ec7n onboarding. Vi\u1ec7c n\u00e0y s\u1ebd quy\u1ebft \u0111\u1ecbnh c\u00e1ch chia cohort v\u00e0 th\u1eddi \u0111i\u1ec3m theo d\u00f5i.<\/p>\n\n\n\n

Ti\u1ebfp theo l\u00e0 b\u01b0\u1edbc thu th\u1eadp v\u00e0 x\u1eed l\u00fd d\u1eef li\u1ec7u. Ng\u01b0\u1eddi ph\u00e2n t\u00edch c\u1ea7n l\u00e0m s\u1ea1ch d\u1eef li\u1ec7u, lo\u1ea1i b\u1ecf nh\u1eefng y\u1ebfu t\u1ed1 g\u00e2y nhi\u1ec5u v\u00e0 x\u00e1c \u0111\u1ecbnh ch\u00ednh x\u00e1c c\u00e1c m\u1ed1c th\u1eddi gian nh\u01b0 ng\u00e0y \u0111\u0103ng k\u00fd, ng\u00e0y mua h\u00e0ng \u0111\u1ea7u ti\u00ean ho\u1eb7c ng\u00e0y k\u00edch ho\u1ea1t t\u00ednh n\u0103ng.<\/p>\n\n\n\n

Sau \u0111\u00f3, x\u00e2y d\u1ef1ng b\u1ea3ng cohort v\u1edbi c\u00e1c d\u00f2ng \u0111\u1ea1i di\u1ec7n cho t\u1eebng nh\u00f3m ng\u01b0\u1eddi d\u00f9ng (th\u01b0\u1eddng theo tu\u1ea7n ho\u1eb7c th\u00e1ng) v\u00e0 c\u00e1c c\u1ed9t th\u1ec3 hi\u1ec7n kho\u1ea3ng th\u1eddi gian sau \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u (ng\u00e0y th\u1ee9 1, tu\u1ea7n th\u1ee9 2, th\u00e1ng th\u1ee9 3,…). D\u1eef li\u1ec7u trong b\u1ea3ng th\u01b0\u1eddng bi\u1ec3u th\u1ecb t\u1ef7 l\u1ec7 ng\u01b0\u1eddi d\u00f9ng c\u00f2n ho\u1ea1t \u0111\u1ed9ng, t\u1ef7 l\u1ec7 mua l\u1ea1i ho\u1eb7c doanh thu t\u00edch l\u0169y theo th\u1eddi gian.<\/p>\n\n\n\n

B\u01b0\u1edbc cu\u1ed1i c\u00f9ng l\u00e0 \u0111\u1ecdc v\u00e0 ph\u00e2n t\u00edch k\u1ebft qu\u1ea3 \u0111\u1ec3 \u0111\u01b0a ra nh\u1eadn \u0111\u1ecbnh c\u1ee5 th\u1ec3. T\u1eeb b\u1ea3ng cohort, c\u00f3 th\u1ec3 x\u00e1c \u0111\u1ecbnh r\u00f5 th\u1eddi \u0111i\u1ec3m s\u1ee5t gi\u1ea3m t\u01b0\u01a1ng t\u00e1c, ph\u00e1t hi\u1ec7n nh\u00f3m c\u00f3 h\u00e0nh vi n\u1ed5i b\u1eadt, ho\u1eb7c so s\u00e1nh hi\u1ec7u su\u1ea5t gi\u1eefa c\u00e1c chi\u1ebfn d\u1ecbch kh\u00e1c nhau.<\/p>\n\n\n\n

\u0110\u1ec3 h\u1ed7 tr\u1ee3 quy tr\u00ecnh n\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng nhi\u1ec1u c\u00f4ng c\u1ee5 kh\u00e1c nhau. V\u1edbi ph\u00e2n t\u00edch th\u1ee7 c\u00f4ng, Excel v\u00e0 Google Sheets l\u00e0 l\u1ef1a ch\u1ecdn ph\u00f9 h\u1ee3p \u0111\u1ec3 t\u1ea1o b\u1ea3ng \u0111\u01a1n gi\u1ea3n. Trong khi \u0111\u00f3, c\u00e1c n\u1ec1n t\u1ea3ng n\u00e2ng cao nh\u01b0 Google Analytics 4, SQL, Tableau, Mixpanel cho ph\u00e9p t\u1ef1 \u0111\u1ed9ng ho\u00e1 qu\u00e1 tr\u00ecnh, tr\u1ef1c quan h\u00f3a d\u1eef li\u1ec7u v\u00e0 ph\u00e2n t\u00edch s\u00e2u theo ng\u1eef c\u1ea3nh c\u1ee5 th\u1ec3.<\/p>\n\n\n\n

Template & h\u01b0\u1edbng d\u1eabn t\u1ef1 t\u1ea1o cohort chart<\/h2>\n\n\n\n

Cohort chart l\u00e0 c\u00f4ng c\u1ee5 tr\u1ef1c quan h\u00f3a d\u1eef li\u1ec7u gi\u00fap ng\u01b0\u1eddi ph\u00e2n t\u00edch d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n xu h\u01b0\u1edbng theo th\u1eddi gian trong t\u1eebng nh\u00f3m ng\u01b0\u1eddi d\u00f9ng. \u0110\u1ec3 t\u1ea1o bi\u1ec3u \u0111\u1ed3 n\u00e0y, c\u1ea7n b\u1eaft \u0111\u1ea7u b\u1eb1ng vi\u1ec7c t\u1ed5 ch\u1ee9c d\u1eef li\u1ec7u d\u01b0\u1edbi d\u1ea1ng b\u1ea3ng c\u00f3 c\u1ea5u tr\u00fac r\u00f5 r\u00e0ng.<\/p>\n\n\n\n

H\u00e0ng ngang c\u1ee7a b\u1ea3ng \u0111\u1ea1i di\u1ec7n cho t\u1eebng cohort \u2013 th\u01b0\u1eddng l\u00e0 nh\u00f3m ng\u01b0\u1eddi d\u00f9ng theo ng\u00e0y, tu\u1ea7n ho\u1eb7c th\u00e1ng \u0111\u0103ng k\u00fd. C\u1ed9t d\u1ecdc th\u1ec3 hi\u1ec7n c\u00e1c m\u1ed1c th\u1eddi gian ti\u1ebfp theo k\u1ec3 t\u1eeb th\u1eddi \u0111i\u1ec3m b\u1eaft \u0111\u1ea7u, nh\u01b0 ng\u00e0y th\u1ee9 1, tu\u1ea7n th\u1ee9 2, th\u00e1ng th\u1ee9 3,… N\u1ed9i dung trong c\u00e1c \u00f4 c\u1ee7a b\u1ea3ng l\u00e0 ch\u1ec9 s\u1ed1 c\u1ea7n theo d\u00f5i, th\u01b0\u1eddng l\u00e0 t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n, t\u1ef7 l\u1ec7 mua l\u1ea1i ho\u1eb7c gi\u00e1 tr\u1ecb t\u00edch l\u0169y theo t\u1eebng giai \u0111o\u1ea1n.<\/p>\n\n\n\n

Sau khi c\u00f3 b\u1ea3ng d\u1eef li\u1ec7u, ng\u01b0\u1eddi ph\u00e2n t\u00edch c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng \u0111\u1ecbnh d\u1ea1ng t\u00f4 m\u00e0u (color scale) \u0111\u1ec3 t\u1ea1o hi\u1ec7u \u1ee9ng heatmap. M\u00e0u s\u1eafc s\u1ebd gi\u00fap l\u00e0m n\u1ed5i b\u1eadt s\u1ef1 t\u0103ng gi\u1ea3m theo th\u1eddi gian, t\u1eeb \u0111\u00f3 ph\u00e1t hi\u1ec7n c\u00e1c m\u1eabu h\u00e0nh vi n\u1ed5i b\u1eadt ho\u1eb7c b\u1ea5t th\u01b0\u1eddng m\u1ed9t c\u00e1ch tr\u1ef1c quan.<\/p>\n\n\n\n

Cohort chart c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng \u0111\u01a1n gi\u1ea3n b\u1eb1ng Google Sheets ho\u1eb7c Excel, ho\u1eb7c t\u00edch h\u1ee3p s\u1eb5n trong c\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 Google Analytics, Mixpanel.<\/p>\n\n\n\n

V\u00ed d\u1ee5: Trong b\u1ea3ng cohort theo tu\u1ea7n, h\u00e0ng ngang \u0111\u1ea1i di\u1ec7n cho t\u1eebng nh\u00f3m ng\u01b0\u1eddi d\u00f9ng theo tu\u1ea7n \u0111\u0103ng k\u00fd, c\u00f2n c\u1ed9t d\u1ecdc th\u1ec3 hi\u1ec7n t\u1ef7 l\u1ec7 quay l\u1ea1i sau 1, 2, 3 tu\u1ea7n\u2026, gi\u00fap d\u1ec5 d\u00e0ng theo d\u00f5i m\u1ee9c \u0111\u1ed9 gi\u1eef ch\u00e2n theo th\u1eddi gian.<\/p>\n\n\n\n

So s\u00e1nh cohort analysis v\u1edbi segmentation<\/h2>\n\n\n\n

Cohort analysis v\u00e0 segmentation \u0111\u1ec1u l\u00e0 ph\u01b0\u01a1ng ph\u00e1p ph\u00e2n t\u00edch d\u1eef li\u1ec7u ng\u01b0\u1eddi d\u00f9ng, nh\u01b0ng kh\u00e1c nhau v\u1ec1 ti\u00eau ch\u00ed ph\u00e2n nh\u00f3m v\u00e0 m\u1ee5c ti\u00eau s\u1eed d\u1ee5ng. Cohort ph\u00e2n t\u00edch nh\u00f3m theo th\u1eddi gian kh\u1edfi \u0111i\u1ec3m ho\u1eb7c h\u00e0nh vi trong ti\u1ebfn tr\u00ecnh, c\u00f2n segmentation ph\u00e2n lo\u1ea1i ng\u01b0\u1eddi d\u00f9ng theo \u0111\u1eb7c \u0111i\u1ec3m t\u0129nh nh\u01b0 \u0111\u1ed9 tu\u1ed5i, gi\u1edbi t\u00ednh, v\u1ecb tr\u00ed \u0111\u1ecba l\u00fd. Vi\u1ec7c hi\u1ec3u \u0111\u00fang s\u1ef1 kh\u00e1c bi\u1ec7t gi\u00fap l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau ph\u00e2n t\u00edch.<\/p>\n\n\n\n

Ti\u00eau ch\u00ed<\/strong><\/td>Cohort analysis<\/strong><\/td>Segmentation<\/strong><\/td><\/tr><\/thead>
C\u00e1ch ph\u00e2n nh\u00f3m<\/td>Theo th\u1eddi gian ho\u1eb7c h\u00e0nh vi x\u1ea3y ra trong qu\u00e1 tr\u00ecnh<\/td>Theo \u0111\u1eb7c \u0111i\u1ec3m c\u1ed1 \u0111\u1ecbnh nh\u01b0 nh\u00e2n kh\u1ea9u h\u1ecdc, h\u00e0nh vi<\/td><\/tr>
M\u1ee5c ti\u00eau ch\u00ednh<\/td>Theo d\u00f5i s\u1ef1 thay \u0111\u1ed5i theo th\u1eddi gian<\/td>So s\u00e1nh nh\u00f3m t\u1ea1i c\u00f9ng m\u1ed9t th\u1eddi \u0111i\u1ec3m<\/td><\/tr>
D\u1eef li\u1ec7u \u0111\u1ea7u v\u00e0o<\/td>S\u1ef1 ki\u1ec7n theo d\u00f2ng th\u1eddi gian<\/td>Th\u00f4ng tin h\u1ed3 s\u01a1 ng\u01b0\u1eddi d\u00f9ng<\/td><\/tr>
\u1ee8ng d\u1ee5ng \u0111i\u1ec3n h\u00ecnh<\/td>Retention, h\u00e0nh vi theo giai \u0111o\u1ea1n<\/td>Marketing c\u00e1 nh\u00e2n h\u00f3a, ph\u00e2n t\u00edch th\u1ecb tr\u01b0\u1eddng<\/td><\/tr>
T\u00ednh ch\u1ea5t<\/td>\u0110\u1ed9ng (thay \u0111\u1ed5i theo th\u1eddi gian)<\/td>T\u0129nh (\u00edt thay \u0111\u1ed5i)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Gi\u1ea3i \u0111\u00e1p nhanh c\u00e1c th\u1eafc m\u1eafc li\u00ean quan \u0111\u1ebfn Cohort<\/h2>\n\n\n\n

Cohort analysis c\u00f3 d\u00f9ng v\u1edbi A\/B testing kh\u00f4ng?<\/em><\/strong>
C\u00f3. Cohort gi\u00fap theo d\u00f5i hi\u1ec7u qu\u1ea3 t\u1eebng nh\u00f3m th\u1eed nghi\u1ec7m theo th\u1eddi gian, thay v\u00ec ch\u1ec9 nh\u00ecn k\u1ebft qu\u1ea3 t\u1ee9c th\u00ec.<\/em><\/p>\n\n\n\n

Ch\u1ec9 s\u1ed1 cohort l\u00e0 g\u00ec?<\/em><\/strong>
L\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 theo nh\u00f3m nh\u01b0 t\u1ef7 l\u1ec7 gi\u1eef ch\u00e2n, t\u1ef7 l\u1ec7 r\u1eddi b\u1ecf, doanh thu t\u00edch l\u0169y ho\u1eb7c m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c theo th\u1eddi gian.<\/p>\n\n\n\n

Cohort trong h\u1ecdc t\u1eadp l\u00e0 g\u00ec?<\/em><\/strong>
L\u00e0 nh\u00f3m h\u1ecdc vi\u00ean b\u1eaft \u0111\u1ea7u kh\u00f3a h\u1ecdc c\u00f9ng th\u1eddi \u0111i\u1ec3m. Ph\u00e2n t\u00edch cohort gi\u00fap theo d\u00f5i ti\u1ebfn \u0111\u1ed9 v\u00e0 c\u1ea3i thi\u1ec7n ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o.<\/p>\n\n\n\n

Kh\u00f4ng ph\u1ea3i m\u1ecdi d\u1eef li\u1ec7u \u0111\u1ec1u k\u1ec3 chuy\u1ec7n, nh\u01b0ng cohort th\u00ec c\u00f3. Khi hi\u1ec3u \u0111\u00fang Cohort l\u00e0 g\u00ec<\/strong>, ta kh\u00f4ng ch\u1ec9 ph\u00e2n t\u00edch con s\u1ed1, m\u00e0 c\u00f2n nh\u00ecn th\u1ea5y chuy\u1ec3n \u0111\u1ed9ng \u00e2m th\u1ea7m b\u00ean trong h\u00e0nh vi ng\u01b0\u1eddi d\u00f9ng. \u0110\u00f3 l\u00e0 c\u00e1ch t\u01b0 duy theo ti\u1ebfn tr\u00ecnh, kh\u00f4ng \u0111o l\u01b0\u1eddng \u0111\u1ec3 bi\u1ebft, m\u00e0 \u0111\u1ec3 h\u00e0nh \u0111\u1ed9ng \u0111\u00fang l\u00fac, ch\u00ednh x\u00e1c v\u00e0 \u0111\u1ee7 s\u00e2u \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t. C\u1ea3m \u01a1n c\u00e1c b\u1ea1n \u0111\u00e3 theo d\u00f5i b\u00e0i vi\u1ebft t\u1eeb Mb668s.com<\/strong>.<\/p>\n\n\n\n

Tr\u00ed Nh\u00e2n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

M\u1ed7i nh\u00f3m kh\u00e1ch h\u00e0ng \u0111\u1ec1u mang theo nh\u1eefng h\u00e0nh vi, ph\u1ea3n \u1ee9ng v\u00e0 gi\u00e1 tr\u1ecb kh\u00e1c nhau theo th\u1eddi gian. Thay v\u00ec nh\u00ecn b\u1ee9c tranh …<\/p>\n","protected":false},"author":59,"featured_media":10783,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-10782","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-goc-ky-nang"],"_links":{"self":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts\/10782","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/users\/59"}],"replies":[{"embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/comments?post=10782"}],"version-history":[{"count":2,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts\/10782\/revisions"}],"predecessor-version":[{"id":15616,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/posts\/10782\/revisions\/15616"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/media\/10783"}],"wp:attachment":[{"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/media?parent=10782"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/categories?post=10782"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mb668s.com\/cam-nang-7mb66-xoc-dia\/wp-json\/wp\/v2\/tags?post=10782"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}