North Star → Strategic KPIs → Pillar KPIs → Channel KPIs. Cấp độ nào dùng cho ai.
| KPI | Target T6 | Target T12 | Cadence | Owner |
|---|---|---|---|---|
| Capture Rate offline (per store) | ≥60% | ≥80% | Daily | Store Manager |
| Capture Rate online (web checkout) | 100% | 100% | Daily | Founder |
| CRM size growth | 550K SĐT | 700K SĐT | Weekly | CRM Manager |
| Food App SĐT match rate | 40% | 60% | Weekly | Founder |
| Sample QR scan capture | 200/event | 500/event | Per event | Brand |
| KPI | Target T6 | Target T12 | Cadence | Owner |
|---|---|---|---|---|
| Welcome ZNS open rate | ≥35% | ≥40% | Weekly | CRM Manager |
| Welcome ZNS click rate | ≥8% | ≥12% | Weekly | CRM Manager |
| Repeat đơn 1→2 (30 ngày) | ≥20% | ≥25% | Weekly | Performance MM |
| Customer → Member conversion | +25K KH | +60K KH | Monthly | CRM Manager |
| Wave activation success rate | 15% | 20% | Per wave | CRM Manager |
| Voucher đơn 2 redemption | 30% | 40% | Monthly | Performance MM |
| KPI | Target T6 | Target T12 | Cadence | Owner |
|---|---|---|---|---|
| ROI ZNS tổng | ≥20x | ≥22x | Monthly | Loyalty MM |
| LTV cohort 12 tháng | +10% | +20% | Quarterly | CRM Analyst |
| Repeat rate khách cũ | 3.5/năm | 4/năm | Monthly | Loyalty MM |
| WOM-generated KH mới | 15K/năm | 30K/năm | Monthly | Loyalty MM |
| NPS score | ≥50 | ≥60 | Quarterly | CMO |
| Champions/Diamond engagement | ≥80% | ≥90% | Quarterly | VIP Manager |
| Anniversary buyer activate rate | 3% | 5% | Per event | CRM Manager |
Audience: CEO, CMO, Board
Cadence: Realtime + Monthly summary
Metrics: North Star (DT) + 3 Strategic KPIs + Budget actual vs plan + ROI
Audience: Pillar leads
Cadence: Daily/Weekly
Metrics: Sub-KPIs từng pillar (5-8 mỗi pillar) + trends + alerts
Audience: Channel managers
Cadence: Daily
Metrics: CPC, CTR, ROAS, GMV, Capture per channel
Audience: Specialists
Cadence: Realtime
Metrics: A/B test results, creative performance, campaign drill-down