Dashboard | Cái Lò Nướng

Period

Compare

Attribution

Channels (8)

Revenue

13.4 tỷ

↑ 8.3% vs prev

Spend

643M

↑ 4.1% vs prev

Blended ROAS

20.8x

↑ 4.0%

Orders

39,652

↑ 6.7%

AOV

338K

↑ 1.5%

CAC khách mới

102K

↓ 8.7%

CTR avg

2.4%

↑ 0.3pt

CR avg

3.8%

↑ 0.4pt

Khách mới capture

4,820

↑ 12.3%

Capture Rate

62%

↑ 18pt

Revenue by Channel

Donut · % phân bổ

Spend by Channel

Donut · % phân bổ

Orders by Channel

Donut · % phân bổ

Marketing Funnel

Aggregate · 6 stages

Funnel by Channel

Stacked horizontal

Revenue Trend · 12 months

Stacked area · per channel

Cost vs Revenue

Grouped bar

ROAS Ranking

Sorted desc

Channel Performance · Master Table

All metrics

Channel	Spend	Revenue	ROAS	Orders	AOV	CAC	CTR	CPC	CR	% Rev

Performance by Day-of-Week

7 ngày · revenue · orders · AOV

Thứ	Orders	Revenue	AOV	CR	% Week
Thứ 2	4,820	1.45 tỷ	301K	3.2%	10.8%
Thứ 3	4,250	1.28 tỷ	301K	3.4%	9.5%
Thứ 4	4,520	1.36 tỷ	301K	3.5%	10.1%
Thứ 5	5,180	1.55 tỷ	299K	3.6%	11.6%
Thứ 6	6,420	1.92 tỷ	299K	4.1%	14.3%
Thứ 7	7,850	2.65 tỷ	338K	4.8%	19.8%
Chủ nhật	6,612	2.18 tỷ	330K	4.5%	16.3%

📌 Peak: Thứ 7 (19.8% DT tuần). Cuối tuần gấp 1.8x ngày thường.

Performance by Hour

Peak hours

Giờ	Orders	% Day
6–9h (sáng sớm)	2,840	7.2%
10–13h (trưa)	9,520	24.0%
14–17h (chiều)	5,280	13.3%
18–21h (tối)	14,820	37.4%
22–24h (khuya)	7,192	18.1%

📌 Peak: tối 18–21h (37%) → boost ads giờ này.

Geographic Breakdown · HCM Districts

By order origin (delivery + store)

Quận	Orders	Revenue	AOV	% Total	Top Channel	Insight
Q.1	7,820	2.95 tỷ	377K	22.0%	Store Offline + FB	Trung tâm, VP, expat
Q.7 (PMH)	5,420	2.18 tỷ	402K	16.3%	Store + FB Ads	Phú Mỹ Hưng cao cấp
Thủ Đức	4,820	1.45 tỷ	301K	10.8%	Food App + Store	Gia đình trẻ
Bình Thạnh	4,250	1.28 tỷ	301K	9.5%	FB Ads + Food App	Khu dân cư
Phú Nhuận	3,850	1.15 tỷ	299K	8.6%	Store + Zalo	VP, kết nối trung tâm
Tân Bình	3,420	1.03 tỷ	301K	7.7%	Store + WOM	HQ, sân bay, KCN
Gò Vấp	2,980	0.89 tỷ	299K	6.7%	Store + Food App	Dân cư đông
Q.3, Q.5, Q.10	3,520	1.05 tỷ	298K	7.8%	FB + Food App	Khu trung tâm
Khác (Q.2/4/6/8/12)	3,572	1.42 tỷ	397K	10.6%	FB + TikTok	Tiềm năng mở store

📌 Q.1 + Q.7 = 38.3% DT (đúng vị trí store premium). Bình Tân/Q.11 chưa khai thác.

Top 10 Campaigns · Cross-Channel

All channels combined

Campaign	Channel	Spend	Revenue	ROAS	Orders	Period
Trung Thu B2B 2025	Direct + Zalo	28M	1.85 tỷ	66.1x	2,420	T8–T9/2025
Anniversary nhóm 40K	Zalo	35M	1.20 tỷ	34.3x	2,400	Always-on
Champions WOM referral	WOM	15M	620M	41.3x	1,240	Always-on
8/3 Sweetbox Carousel	FB & IG	42M	620M	14.8x	1,840	T2–T3/2025
Live Mousse 8/3 Special	TikTok	8M	320M	40.0x	920	T3/2025
Retargeting · Web 30d	FB & IG	38M	590M	15.5x	1,750	Always-on
Sắp lên hạng nudge	Zalo	12M	280M	23.3x	559	Always-on
Branded Search Protect	Google	8M	176M	22.0x	462	Always-on
Sample 199K TikTok	TikTok	15M	362M	24.1x	1,820	Always-on
Mother's Day Mousse	FB + Zalo	22M	285M	13.0x	820	T5/2025

FB & IG Ads

Paid social · Awareness + Retargeting + Conversion

Spend

228M

↑ 5.2%

Revenue

2.85 tỷ

↑ 11.4%

ROAS

12.5x

↑ 5.9%

Conversions

8,420

↑ 8.5%

Impressions

2.85M

Reach unique

1.37M

CTR

1.09%

↑ 0.15pt

CPC

7,308đ

↓ 8.2%

CPM

80K

↓ 2.1%

Frequency

2.08

↑ 0.2

CR (visit→buy)

56.9%

Cost/Order

27K

FB Funnel

7 stages

Daily Spend vs Revenue

Last 30d

Audience · Age

Audience · Gender

Placement

Top Campaigns

Sorted by ROAS

Campaign	Spend	Revenue	ROAS	CTR	CR
Retargeting · Web 30d	38M	590M	15.5x	2.10%	6.8%
8/3 Sweetbox Carousel	42M	620M	14.8x	1.45%	4.2%
Geo-targeting Q1/Q7	28M	350M	12.5x	1.32%	3.6%
Lookalike Champions 1%	35M	420M	12.0x	0.95%	3.5%
Mousse Reels Prospect	32M	380M	11.9x	1.20%	2.8%
Healthy Line Prospect	25M	290M	11.6x	0.88%	3.1%
Brand Awareness Video	28M	200M	7.1x	0.65%	1.8%

Top Creatives

By CTR

Creative	Format	CTR	Revenue
Mousse 360° slow-mo	Reels	3.20%	180M
Sweetbox unbox 8/3	Carousel	2.85%	220M
Kem Bắp ASMR	Reels	2.60%	150M
Quà Mother's Day	Image	1.95%	120M
Healthy box review	Video	1.65%	85M

Audience Type Performance

Lookalike · Interest · Retargeting · Broad

Audience Type	Reach	Spend	CR	CPA	ROAS	% Revenue
Retargeting · Web 30d	85K	38M	6.8%	14K	15.5x	20.7%
Lookalike · Champions 1%	320K	35M	3.5%	22K	12.0x	14.7%
Lookalike · Diamond 2%	580K	42M	3.2%	26K	11.5x	17.0%
Interest · F&B HCM	820K	52M	2.4%	35K	9.8x	17.9%
Interest · Mom & Family	450K	33M	2.1%	38K	9.2x	10.7%
Broad · Prospecting	1.2M	28M	1.1%	52K	7.1x	7.0%

Funnel Stage Spend Mix

TOFU · MOFU · BOFU

Stage	Spend	% Mix	ROAS	Target
TOFU · Awareness	68M	30%	7.5x	25-30% ✓
MOFU · Consideration	85M	37%	11.8x	35-40% ✓
BOFU · Conversion	75M	33%	17.2x	30-35% ✓

Day-Part Performance · FB Ads

Best hours for delivery

Khung giờ	Impressions	CTR	CR	CPM	Revenue	Recommend
06:00 – 09:00 (sáng)	285K	0.85%	2.1%	68K	220M	Brunch creative
11:00 – 14:00 (trưa)	520K	1.18%	3.2%	75K	520M	Push hard ★
14:00 – 17:00 (chiều)	380K	0.95%	2.4%	72K	320M	Snack/coffee
18:00 – 22:00 (tối)	980K	1.32%	4.1%	88K	1.42 tỷ	Prime time ★★
22:00 – 02:00 (đêm)	420K	0.78%	1.8%	62K	240M	Awareness only
02:00 – 06:00 (rạng)	265K	0.42%	0.9%	45K	110M	Cắt budget

SEO + Google Ads

Organic search + Paid intent capture

Spend

68M

↑ 3.1%

Revenue

1.45 tỷ

↑ 8.9%

ROAS

21.3x

↑ 5.5%

Organic traffic

82,450

↑ 18.2%

Paid clicks

12,800

Avg position

4.2

↓ 1.1

Quality Score avg

8.1

↑ 0.4

Branded share

38%

↑ 5pt

Top 3 ranking

8 KW

Backlinks

395

↑ +30

Organic vs Paid

Branded vs Non-branded

SERP Position Distribution

30 keywords tracked

Top Keywords (Organic)

Keyword	Pos	Volume	Clicks	CTR
cái lò nướng	1	4,500	3,820	84.9%
bánh sinh nhật hcm	5	8,200	820	10.0%
mousse cake	3	2,400	620	25.8%
bánh trung thu cao cấp	7	3,100	280	9.0%
kem bắp	2	1,800	510	28.3%
entremet là gì	4	1,200	240	20.0%

Google Ads Campaigns

Campaign	Spend	CR	ROAS
Branded protection	8M	8.5%	22.0x
Search · bánh sinh nhật	18M	5.2%	14.5x
Search · trung thu	15M	4.8%	13.8x
Performance Max	12M	3.6%	11.2x
Display Retargeting	15M	2.1%	8.5x

Top Landing Pages

Page	Sessions	Bounce	CR
/banh-sinh-nhat	18,500	32%	4.8%
/menu	15,600	40%	2.8%
/mousse	12,400	28%	5.2%
/trung-thu	9,800	35%	3.9%
/sweetbox	8,200	30%	4.5%

Backlink Growth

TikTok Shop

Live commerce + Short video + KOC affiliate

GMV

1.92 tỷ

↑ 12.5%

Spend

82M

↑ 8.0%

ROAS

23.4x

↑ 4.2%

Orders

6,150

↑ 14.0%

AOV

312K

Live sessions

↑ +1

Avg viewers/live

512

↑ 18%

Active KOC

↑ +6

Engagement rate

9.2%

Avg view/video

52K

GMV by Source

Live Performance · 4 weeks

Top Live Sessions

Session	Date	Viewers	GMV
Mousse 8/3 Special	04/03	2,150	320M
Trung Thu Pre-launch	15/07	1,820	285M
Kem Bắp Signature Day	22/02	1,450	180M
Valentine Couple Box	13/02	1,280	165M
Healthy Bar Launch	08/04	950	92M

Top KOC

KOC	Followers	GMV	Commission
@food_with_minh	185K	125M	6.25M
@an_uong_saigon	120K	92M	4.60M
@banh_ngot_review	78K	78M	3.90M
@hcm_foodie	95K	65M	3.25M
@dessert_lover	52K	48M	2.40M

Top Products

Product	Units	GMV	Repeat
Sample Box 199K	1,820	362M	—
Mousse Cacao Đắng	980	312M	22%
Kem Bắp signature	520	278M	18%
Flan Gato Caramel	720	220M	15%

Engagement Metrics

Metric	Value	Benchmark
Avg view/short video	52K	≥50K ✓
Engagement rate	9.2%	≥8% ✓
Live concurrent peak	815	≥500 ✓
Click-to-product	3.6%	≥3% ✓
Add-to-cart rate	2.1%	≥2% ✓
Cart-to-order CR	68%	≥65% ✓

Food App · Grab + Shopee + Be

Daily impulse delivery from 7 stores

Total GMV

1.08 tỷ

↑ 9.2%

Orders

9,820

↑ 11.5%

Rating avg

4.72★

↑ 0.08

Accept rate

85%

↑ 3pt

AOV

110K

Avg prep time

11 phút

↓ 1p

Cancel rate

2.8%

↓ 0.4pt

Commission paid

162M

GMV by Platform

Orders by Hour

Daily GMV · 30d

Performance per CN (7 stores)

CN	Orders	GMV	Rating	Accept
Q.1 · NTMK	2,180	240M	4.85★	92%
Q.1 · NTH	1,890	210M	4.78★	88%
Q.7 · PMH	1,650	185M	4.82★	90%
Phú Nhuận	1,420	155M	4.65★	82%
Tân Bình	1,180	125M	4.58★	78%
Gò Vấp	980	105M	4.62★	83%
Thủ Đức	520	60M	4.55★	75%

Top Items

Item	Units	GMV
Bánh mì Bơ Tỏi	3,200	96M
Croissant Phô mai	1,850	148M
Combo "for 2"	1,420	128M
Sweetin Trial Box	980	235M
Granola Healthy	720	108M
Sample 99K app-only	1,250	124M

Zalo OA + Email

ZNS engine for 9 RFM segments

ZNS sent

279K

↑ 5.2%

Revenue

2.95 tỷ

↑ 8.5%

ROAS

21.1x

↑ 3.1%

Spend

140M

Open rate

38.2%

↑ 1.5pt

Click rate

10.5%

↑ 1.2pt

Conv. rate

2.1%

↑ 0.3pt

Voucher redemption

28%

↑ 4pt

Revenue by RFM Group

ZNS Volume by Tier

9 RFM Groups Performance

Group	TA	Sent	Open	Click	Orders	Revenue	ROAS
Champions & Không thể mất	2,008	2,008	52%	22%	100	50M	49.8x
Trung thành	6,118	6,118	48%	18%	245	122.5M	40.0x
Khách mua cùng kỳ	40,000	40,000	42%	14%	1,200	600M	30.0x
Tiềm năng trung thành	11,174	22,348	40%	12%	559	279.5M	25.0x
Khách mới	22,928	45,856	38%	9%	917	458.5M	20.0x
Cần chú ý	5,440	10,880	35%	8%	218	109M	20.0x
Triển vọng	12,513	12,513	32%	7%	188	94M	15.0x
Sắp ngủ đông	55,162	110,324	28%	5%	1,324	662M	12.0x
Winback	29,084	29,084	22%	4%	291	145.5M	10.0x

Welcome Sequence

Touchpoint	Sent	Open	Click	Conv
D+1: Cảm ơn	5,950	52%	15%	—
D+7: Voucher đơn 2	5,820	45%	12%	9.2%
D+30: Reminder	4,250	32%	8%	4.5%

Top ZNS Templates

Template	Sent	Open	Conv
BẤT NGỜ CHO BẠN (Anniversary)	40,000	42%	3.0%
WELCOME đơn 2	5,820	45%	2.0%
SẮP LÊN HẠNG	11,174	50%	2.5%
WE MISS YOU (winback)	29,084	22%	1.0%

Send-Time Optimization

Open + Conv rate theo khung giờ

Khung giờ	Sent	Open	Click	Conv	Recommend
07:00 – 09:00	42K	48%	14%	2.8%	Best ★ welcome
10:00 – 11:30	38K	42%	12%	2.4%	Promo flash
12:00 – 13:30	55K	38%	11%	2.2%	Lunch order
16:00 – 18:00	62K	45%	13%	3.1%	Best ★★ AOV cao
19:00 – 21:00	58K	40%	12%	2.6%	Reminder
21:30 – 23:00	24K	28%	6%	1.1%	Avoid

Channel Mix (Zalo vs Email)

Channel	Sent	Open	Conv	ROAS
Zalo ZNS	218K	42%	2.4%	24.5x
Zalo OA Broadcast	38K	22%	1.2%	14.2x
Email Newsletter	18K	28%	1.8%	12.0x
Email Trigger (cart)	5.2K	52%	8.5%	38.5x

Conversion Lag · Time-to-Order sau khi nhận ZNS

Lag bucket	Orders	% Mix	AOV	Revenue	Insight
< 2 giờ	1,420	24%	485K	689M	Impulse · CTA mạnh
2 – 24 giờ	2,180	37%	510K	1.11 tỷ	Same-day · sweet spot
1 – 3 ngày	1,520	26%	498K	757M	Consideration · cần nhắc lại
3 – 7 ngày	580	10%	462K	268M	Voucher expire reminder
> 7 ngày (voucher dài)	190	3%	425K	81M	Anniversary/birthday

WOM + Referral

Champions/Diamond mang về KH mới · CAC thấp nhất

Referrals

1,240

↑ 22%

Revenue gen

620M

↑ 18%

ROAS

41.3x

↑ 5.2%

Active referrers

312

↑ +28

CR referrals

32%

↑ 3pt

Commission paid

15M

CAC referrals

12K

↓ 15%

Avg refs/referrer

4.0

↑ 0.6

Referrals by Tier

Referrals Trend · 12 months

Top 10 Referrers

Customer	Tier	Refs	Conv	Rev gen	Commission
Chị Hương · CLN00231	Diamond	18	14	32M	1.6M
Anh Trung · CLN00541	Diamond	15	11	28M	1.4M
Chị Lan Anh · CLN01823	Gold	12	9	22M	1.1M
Chị Mai · CLN00892	Gold	10	8	18M	0.9M
Anh Quang · CLN03124	Gold	9	6	14M	0.7M
Chị Phương · CLN02156	Silver	8	6	12M	0.6M
Anh Hùng · CLN04822	Silver	7	5	10M	0.5M
Chị Ngọc · CLN05214	Silver	6	4	8M	0.4M

Referral Source Mix

Method	Refs	%
Word-of-mouth direct	485	39%
Share Sweet Club link	320	26%
Social media share	245	20%
Champions program	190	15%

Referral Lifecycle

Stage	Count	%
Đã refer	1,240	100%
Đăng ký Sweet Club	820	66%
Đơn 1	397	32%
Đơn 2 (→ Member)	178	14%
≥3 đơn (Loyal)	62	5%

Store Offline · 7 cửa hàng HCM

Walk-in + Captured customers · POS integration

Foot traffic

52,400

↑ 8.5%

Revenue

1.85 tỷ

↑ 10.1%

Capture Rate

62%

↑ 18pt

CR visit→buy

54.7%

↑ 3.2pt

Transactions

28,650

AOV in-store

765K

Returning %

80%

↑ 5pt

Avg basket items

2.4

Revenue per CN

Capture Rate per CN

Target ≥80%

7 Stores Master

CN	Foot traffic	Trans	CR	Revenue	AOV	Capture	NPS
Q.1 · NTMK	9,800	5,820	59%	385M	662K	78%	62
Q.7 · PMH	8,200	4,920	60%	365M	742K	72%	58
Q.1 · NTH	7,500	4,250	57%	320M	753K	68%	55
Thủ Đức	7,200	3,820	53%	275M	720K	65%	52
Tân Bình	6,800	3,520	52%	248M	705K	58%	50
Phú Nhuận	6,500	3,420	53%	175M	512K	55%	48
Gò Vấp	6,400	2,900	45%	82M	283K	48%	45

Capture Rate Trend · 12M

Sampling Events

Event	Visitors	Captured	Convert
SC Vincom Q.7	820	520	82
Vivo City Q.7	680	420	65
Aeon Tân Phú	650	385	58
Crescent Mall	520	312	48
Saigon Centre	480	295	52

Hourly Foot Traffic · Avg ngày thường

Khung giờ	Foot traffic	Trans	CR	AOV	% Revenue	Staffing
07:00 – 09:00	8,420	5,280	62.7%	185K	14.2%	3 staff
09:00 – 11:30	6,820	3,520	51.6%	320K	15.4%	2-3 staff
11:30 – 13:30	7,520	4,280	56.9%	520K	22.8%	4 staff ★
13:30 – 17:00	5,420	2,820	52.0%	680K	15.5%	2 staff
17:00 – 20:00	12,820	8,420	65.7%	820K	27.5%	5 staff ★★
20:00 – 22:00	11,400	4,330	38.0%	450K	4.6%	3 staff

Capture Drop-off Reasons

Why 38% không capture

Reason	%	Fix
Khách vội, từ chối quét QR	42%	QR tự động POS
Staff quên hỏi	28%	SOP + training
Khách không có Zalo	15%	Phone capture
Đã là thành viên	10%	POS sync
Khác	5%	—

Top Cashier · Capture Rate Champions

Performance benchmark

Cashier	CN	Shifts/m	Trans	Capture %	Upsell %	AOV gen	Status
Linh.NTM	Q.1 NTMK	22	1,820	89%	42%	748K	Coach ★
Hà.PMH	Q.7 PMH	22	1,620	85%	38%	812K	Coach ★
Trang.NTH	Q.1 NTH	20	1,480	78%	35%	780K	Top
Mai.TĐ	Thủ Đức	22	1,280	72%	28%	695K	Solid
Hùng.TB	Tân Bình	22	1,150	58%	22%	680K	Train
Nga.PN	Phú Nhuận	20	1,020	52%	18%	485K	Train
Quân.GV	Gò Vấp	22	890	42%	12%	265K	PIP

Direct + Brand

Web direct + Branded search + Repeat customers

Direct sessions

32,400

↑ 15.2%

Revenue

680M

↑ 10%

Orders

1,900

↑ 12.5%

Branded searches

12,800

↑ 22%

AOV

358K

CR direct

5.9%

↑ 0.8pt

Returning %

85%

↑ 4pt

Bounce rate

28%

↓ 3.5pt

Traffic Source Mix

Branded Search · 12M

Top Entry Pages

Page	Sessions	Bounce	CR
/ (homepage)	12,800	22%	6.8%
/menu	8,200	28%	5.5%
/sweet-club	5,400	15%	—
/dat-banh	3,800	32%	8.2%
/stores	2,200	40%	2.1%

New vs Returning

Type	Sessions	Orders	CR
Returning (85%)	27,540	1,615	5.9%
New (15%)	4,860	285	5.9%

Online Channels · Overall

FB & IG + SEO + Google + TikTok Shop + Zalo + Direct · 5 kênh digital

Total Revenue

9.85 tỷ

↑ 9.8%

Total Spend

539M

↑ 5.5%

ROAS Online

18.3x

↑ 4.1%

Orders

26,180

↑ 8.2%

% DT toàn Online

73.5%

AOV online avg

376K

CTR avg

2.4%

5 channels active

5/5

Revenue Breakdown · 5 Online Channels

Spend Breakdown · 5 Online Channels

Online Revenue Trend · 12 months

5 Online Channels Comparison

Channel	Spend	Revenue	ROAS	Orders	AOV	CTR	% Online Rev
Zalo + Email	140M	2.95 tỷ	21.1x	5,890	500K	—	29.9%
FB & IG Ads	228M	2.85 tỷ	12.5x	8,420	338K	1.09%	28.9%
TikTok Shop	82M	1.92 tỷ	23.4x	6,150	312K	1.40%	19.5%
SEO + Google	68M	1.45 tỷ	21.3x	3,820	380K	—	14.7%
Direct + Brand	21M	680M	32.4x	1,900	358K	—	6.9%

Offline Channels · Overall

Store Offline (7 CN) + WOM Referral · Physical touchpoints

Total Revenue

2.47 tỷ

↑ 11.2%

Total Spend

46M

↑ 2.5%

ROAS Offline

53.7x

↑ 8.5%

Orders + Refs

3,652

↑ 15.0%

% DT toàn Offline

18.4%

Foot traffic

52,400

Capture Rate

62%

Active referrers

312

Revenue Split

Store vs WOM

Offline Trend · 12 months

Offline Channels Comparison

Channel	Spend	Revenue	ROAS	Orders	AOV	Notes
Store Offline (7 CN)	31M	1.85 tỷ	59.7x	2,412	765K	Foot traffic 52K, AOV cao
WOM + Referral	15M	620M	41.3x	1,240	500K	312 referrers, CAC 12K

Per Store Performance

CN	Foot	Trans	Revenue	AOV	Capture	Rating
Q.1 · NTMK	9,800	5,820	385M	662K	78%	4.85★
Q.7 · PMH	8,200	4,920	365M	742K	72%	4.82★
Q.1 · NTH	7,500	4,250	320M	753K	68%	4.78★
Thủ Đức	7,200	3,820	275M	720K	65%	4.55★
Tân Bình	6,800	3,520	248M	705K	58%	4.58★
Phú Nhuận	6,500	3,420	175M	512K	55%	4.65★
Gò Vấp	6,400	2,900	82M	283K	48%	4.62★

Audience Overview

Tổng quan 449,850 khách hàng · Mix New vs Current · LTV per segment

Tổng KH có data

449,850

↑ 12.3K vs tháng trước

Khách hiện hữu (≥2 đơn)

125,039

↑ 28% YoY

Customer 1 đơn

324,811

↑ 72.2% pool

LTV avg (12M)

357K

↑ 6.5%

Capture Rate

62%

↑ 18pt

Churn rate (12m)

22%

↓ 3pt

Repeat đơn 1→2

18%

↑ 4pt (chưa đạt 25%)

NPS

↑ +6

% DT khách hiện hữu

50%

% DT khách mới

50%

Customer Pyramid · 5 tiers

Phân bổ theo hạng

Revenue Mix

New vs Current

Customer Mix

By count

Customer Growth · 12 tháng

New + Current cohort

9 RFM Groups Distribution

LTV by Tier

12 tháng

Tier Performance Master

Tier	Count	% pool	Revenue/năm	LTV avg	Orders/year	% DT đóng góp	Đặc quyền
DIAMOND	5,311	1.2%	31.5tỷ	5.93M	8.5	19.6%	Freeship 15%, VIP Service, Cá nhân hoá quà
GOLD	11,276	2.5%	81.7tỷ	7.25M	6.2	50.9%	Tasting Day, Quà vật lý, Voucher 18-30%
SILVER	20,673	4.6%	57.9tỷ	2.80M	4.5	36.0%	Freeship 8%, Sample bánh mới, Voucher 17%
MEMBER	87,779	19.5%	103tỷ	1.17M	3.2	64.1%	Freeship 5%, Voucher 15%/tháng
CUSTOMER	324,811	72.2%	80.3tỷ	247K	1.0	50%	(chưa có hạng)

Audience · New (Khách mới)

Acquisition · Capture · Activation đơn 1→2 · Repeat rate

Khách mới/tháng

5,950

↑ 8.5%

Capture Rate

62%

↑ 18pt

CAC blended

95K

↓ 8.7%

Repeat đơn 1→2

18%

↑ 4pt

Time to 2nd order

22 ngày

↓ 3d

DT khách mới

6.7 tỷ

DT/KH mới

247K

% Walk-in vô danh

38%

↓ 18pt

Welcome ZNS open

52%

Customer chưa hạng

324,811

Acquisition by Source

Khách mới đến từ đâu

Capture Funnel

Visit → Buy → Capture data

Activation Funnel (Đơn 1 → Member)

Customer chưa hạng · 4 segments

Theo recency

Khách mới Trend · 12 tháng

4 Customer Recency Segments

Recency	TA size	% pool	CR dự kiến	Orders/wave	Promotion
< 30 ngày	30,000	9.2%	8–12%	2,400 – 3,600	First Order Voucher 15%
30–90 ngày	40,000	12.3%	5–8%	2,000 – 3,200	Flash Sale 20% 48h
90–180 ngày	30,000	9.2%	3–5%	900 – 1,500	Sample tại store
> 180 ngày	20,000	6.2%	2–4%	400 – 800	Win-back 25% + Freeship
TỔNG	120,000	36.9%	—	5,700 – 9,100	—

Top First-Purchase Products

Product	First buyers	Repeat %
Bánh mì Bơ Tỏi	1,820	28%
Sample Box 199K	1,250	35%
Croissant Phô mai	950	22%
Mousse Cacao	720	42%
Granola Healthy	580	38%

Source × First Product Matrix

Kênh acquisition nào mang về sản phẩm nào

Source ↓ / Product →	Bánh mì Bơ Tỏi	Sample Box	Croissant	Mousse	Bánh sinh nhật	Other	Total
Store Walk-in	820	120	280	95	180	325	1,820
FB Ads	220	320	180	185	110	85	1,100
TikTok Shop	85	480	62	150	25	148	950
Food App	580	85	360	45	12	218	1,300
SEO Organic	62	120	42	75	185	66	550
WOM Referral	28	82	15	145	35	42	347
Total	1,795	1,207	939	695	547	884	6,067

Capture Funnel Drop-off · 4 stages

Visit → Buy → Capture → Activate

Stage	Count	CR vs prev	CR vs top	Drop-off reason	Fix priority
1. Foot traffic + Web visit	52,400	—	100%	—	—
2. Mua hàng (transaction)	28,650	54.7%	54.7%	Window shopping, giá	Sample/upsell
3. Capture data (QR/phone)	17,763	62.0%	33.9%	Khách vội, staff quên	SOP + auto QR ★
4. Active in Zalo OA	13,890	78.2%	26.5%	Mute, không follow OA	Welcome quà
5. Đơn 2 trong 60 ngày	2,500	18.0%	4.8%	Chưa đủ động lực	Voucher D+7 ★★
6. Lên hạng Member (3 đơn)	1,420	56.8%	2.7%	Lag time, thiếu nudge	Up-tier ZNS

Audience · Current (Khách cũ)

Retention · 9 RFM groups · Tier engagement · Champions WOM

Active customers (≥2 đơn)

125,039

↑ 28% YoY

DT khách cũ

6.7 tỷ/th

↑ 50% mix

ROI ZNS

21.1x

↑ 16% (target 22x)

Avg orders/year

4.2

↑ 0.5

LTV avg (cũ)

642K/năm

NPS

↑ +6

Champions count

1,708

Diamond count

5,311

Churn rate

22%

↓ 3pt

WOM referrals/th

1,240

↑ 22%

9 RFM Groups Performance

Revenue by group

Tier Distribution

LTV by Tier · 12 tháng

Repeat Rate by Tier

9 RFM Master Table

RFM Group	Tier	TA	ROI ZNS	Revenue/th	DT/KH	Status
Champions & Không thể mất	Diamond	2,008	49.8x	50M	5.9M	VIP
Trung thành	Silver+	6,118	40.0x	122.5M	2.81M	Active
Khách mua cùng kỳ	Mix	40,000	30.0x	600M	450K	Seasonal
Tiềm năng trung thành	Member	11,174	25.0x	279.5M	1.17M	Up-tier
Cần chú ý	Silver+	5,440	20.0x	109M	1.0M	Warning
Triển vọng	Member	12,513	15.0x	94M	600K	Up-tier
Sắp ngủ đông	Mix	55,162	12.0x	662M	685K	Risk
Winback (At Risk + Lost >500K)	Mix	29,084	10.0x	145.5M	2.5M lifetime	Lost

Tier Benefit Usage

% KH dùng đặc quyền

Đặc quyền	Diamond	Gold	Silver	Member
Freeship	92%	85%	72%	58%
Voucher hàng tháng	88%	82%	68%	42%
Sample bánh mới	75%	68%	62%	—
Tasting Day	45%	38%	—	—
Quà cá nhân hoá	72%	—	—	—

Top Champions (referrers)

Customer	Tier	Refs	Rev gen
Chị Hương · CLN00231	Diamond	18	32M
Anh Trung · CLN00541	Diamond	15	28M
Chị Lan Anh · CLN01823	Gold	12	22M
Chị Mai · CLN00892	Gold	10	18M
Anh Quang · CLN03124	Gold	9	14M

Tier Transition Matrix · 12 tháng qua

From → To · % di chuyển hạng

From ↓ / To →	Diamond	Gold	Silver	Member	Customer (downgrade)	Churn (≥180d)	Stayed
Diamond (5.3K)	78%	12%	2%	—	—	8%	78%
Gold (11.3K)	15%	62%	14%	2%	—	7%	62%
Silver (20.7K)	2%	18%	55%	12%	—	13%	55%
Member (87.8K)	—	1%	10%	52%	12%	25%	52%
Customer (324.8K)	—	—	—	8%	—	62%	30%

LTV Cohort by Acquisition Month

Revenue / KH theo tháng nhập đoàn

Cohort	M0	M3	M6	M9	M12	LTV (12M)
T11/24	320K	485K	620K	735K	820K	820K
T12/24	285K	442K	588K	692K	762K	762K
T01/25	298K	450K	580K	680K	—	680K*
T02/25	315K	478K	595K	—	—	595K*
T03/25 (8/3)	425K	580K	695K	—	—	695K*
T04/25	295K	425K	—	—	—	425K*
T05/25	285K	—	—	—	—	285K*

Anniversary Cohort · Birthday/Member-day

Sự kiện	TA	Conv	AOV
🎂 Sinh nhật KH	12,500/th	18%	485K
🗓 Member 1 năm	8,420/th	22%	520K
🥇 Member 2 năm	3,250/th	28%	680K
💎 Member 3+ năm	1,580/th	35%	820K
🎁 Sweetclub Day	125K	8%	320K

Repeat Order Pattern · Frequency Distribution

Bao nhiêu khách mua bao nhiêu đơn

Số đơn/năm	Customers	% Active pool	Revenue	AOV	% DT	Segment
2 đơn	45,820	36.6%	12.4 tỷ	135K	15.6%	Casual
3 – 4 đơn	38,250	30.6%	18.8 tỷ	142K	23.6%	Regular
5 – 8 đơn	24,180	19.3%	21.5 tỷ	158K	27.0%	Loyal
9 – 15 đơn	12,520	10.0%	17.2 tỷ	175K	21.6%	Devoted ★
≥ 16 đơn (heavy)	4,269	3.4%	9.7 tỷ	220K	12.2%	Champions ★★

Dashboard Demo

Revenue by Channel

Spend by Channel

Orders by Channel

Marketing Funnel

Funnel by Channel

Revenue Trend · 12 months

Cost vs Revenue

ROAS Ranking

Channel Performance · Master Table

Performance by Day-of-Week

Performance by Hour

Geographic Breakdown · HCM Districts

Top 10 Campaigns · Cross-Channel

FB & IG Ads

FB Funnel

Daily Spend vs Revenue

Audience · Age

Audience · Gender

Placement

Top Campaigns

Top Creatives

Audience Type Performance

Funnel Stage Spend Mix

Day-Part Performance · FB Ads

SEO + Google Ads

Organic vs Paid

Branded vs Non-branded

SERP Position Distribution

Top Keywords (Organic)

Google Ads Campaigns

Top Landing Pages

Backlink Growth

TikTok Shop

GMV by Source

Live Performance · 4 weeks

Top Live Sessions

Top KOC

Top Products

Engagement Metrics

Food App · Grab + Shopee + Be

GMV by Platform

Orders by Hour

Daily GMV · 30d

Performance per CN (7 stores)

Top Items

Zalo OA + Email

Revenue by RFM Group

ZNS Volume by Tier

9 RFM Groups Performance

Welcome Sequence

Top ZNS Templates

Send-Time Optimization

Channel Mix (Zalo vs Email)

Conversion Lag · Time-to-Order sau khi nhận ZNS

WOM + Referral

Referrals by Tier

Referrals Trend · 12 months

Top 10 Referrers

Referral Source Mix

Referral Lifecycle

Store Offline · 7 cửa hàng HCM

Revenue per CN

Capture Rate per CN

7 Stores Master

Capture Rate Trend · 12M

Sampling Events

Hourly Foot Traffic · Avg ngày thường

Capture Drop-off Reasons

Top Cashier · Capture Rate Champions

Direct + Brand

Traffic Source Mix

Branded Search · 12M

Top Entry Pages

New vs Returning

Online Channels · Overall

Revenue Breakdown · 5 Online Channels

Spend Breakdown · 5 Online Channels

Online Revenue Trend · 12 months

5 Online Channels Comparison