# Cong Thuc Tinh KPI Marketing

> Tat ca cong thuc tinh nguoc va tinh xuoi cho ke hoach marketing.

---

## 1. Tinh nguoc tu doanh thu

```
Doanh thu muc tieu
  ÷ Gia tri don trung binh (AOV)
  = SO DON CAN
  ÷ Ti le Booking → Customer (30–50%)
  = SO BOOKING CAN
  ÷ Ti le Lead → Booking (50–60%)
  = SO LEAD CAN
  ÷ Ti le Mess → Lead (50–60%)
  = SO TIN NHAN CAN
  × CPMess trung binh (25–35K)
  = NGAN SACH CAN
```

### Vi du cu the

```
Muc tieu: 200 trieu/thang
AOV: 500K
→ Can 400 don
÷ 40% (Booking→Customer) = 1,000 booking
÷ 60% (Lead→Booking)     = 1,667 lead
÷ 60% (Mess→Lead)        = 2,778 tin nhan
× 30K (CPMess)           = 83.3 trieu ngan sach ads
```

---

## 2. Tinh xuoi tu ngan sach

```
Ngan sach
  ÷ CPMess trung binh
  = SO TIN NHAN DU KIEN
  × Ti le Mess → Lead (50–60%)
  = SO LEAD DU KIEN
  × Ti le Lead → Booking (50–60%)
  = SO BOOKING DU KIEN
  × Ti le Booking → Customer (30–50%)
  = SO KHACH DU KIEN
  × AOV
  = DOANH THU DU KIEN
```

---

## 3. ROAS & ROI

```
ROAS = Doanh thu / Chi phi quang cao
  > 3x: Tot
  > 5x: Xuat sac
  < 2x: Can toi uu gap

ROI = (Doanh thu - Tong chi phi) / Tong chi phi × 100%
  Tong chi phi = Ads + Content + Nhan su + Tool + UGC
```

---

## 4. Chi so kenh

### CPMess (Chi phi / Tin nhan)
```
CPMess = Tong chi phi quang cao / So tin nhan nhan duoc
```

### CPL (Chi phi / Lead)
```
CPL = Tong chi phi / So lead qualified
    = CPMess / Ti le Mess→Lead
```

### CPA (Chi phi / Khach hang)
```
CPA = Tong chi phi / So khach hang moi
    = CPL / (Ti le Lead→Booking × Ti le Booking→Customer)
```

### CAC (Chi phi thu khach)
```
CAC = (Chi phi MKT + Chi phi Sales) / So khach moi
```

### LTV (Gia tri vong doi)
```
LTV = AOV × So lan mua TB × Thoi gian quan he (nam)
LTV:CAC > 3:1 → Mo hinh ben vung
```

---

## 5. Chi so noi dung

### Engagement Rate
```
ER = (Like + Comment + Share + Save) / Reach × 100%
```

### Video Completion Rate
```
VCR = So nguoi xem het video / So nguoi bat dau xem × 100%
```

### Content Efficiency Score
```
CES = (So lead tu content) / (So gio san xuat content)
```

---

## 6. Chi so email

### Email Revenue per Send
```
ERPS = Doanh thu tu email / So email gui
```

### List Growth Rate
```
LGR = (Subscriber moi - Unsubscribe) / Tong subscriber × 100%
```

---

## 7. Break-even Analysis

```
Break-even don = Chi phi co dinh / (AOV - Chi phi bien doi/don)
Break-even ngay = Break-even don / So don TB/ngay
```

---

## 8. Bang tinh nhanh 3 kich ban

| Chi so | Xau (pessimistic) | Co so (base) | Tot (optimistic) |
|--------|-------------------|-------------|------------------|
| CPMess | +30% vs TB | TB nganh | -20% vs TB |
| Lead→Booking | -15% vs TB | TB nganh | +15% vs TB |
| Booking→Customer | -10% vs TB | TB nganh | +10% vs TB |

Luon trinh bay 3 kich ban de stakeholder hieu duoc bien do rui ro.
