{"id":8854,"date":"2015-12-12T12:54:00","date_gmt":"2015-12-12T12:54:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8854"},"modified":"2026-04-14T07:20:28","modified_gmt":"2026-04-14T07:20:28","slug":"building-for-the-marketing-scientist","status":"publish","type":"post","link":"https:\/\/tenjin.com\/vi\/blog\/building-for-the-marketing-scientist\/","title":{"rendered":"X\u00e2y d\u1ef1ng cho Nh\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb"},"content":{"rendered":"

Khi ti\u1ebfp th\u1ecb chuy\u1ec3n sang h\u00ecnh th\u1ee9c k\u1ef9 thu\u1eadt s\u1ed1, l\u0129nh v\u1ef1c n\u00e0y b\u1eaft \u0111\u1ea7u c\u00f3 nhi\u1ec1u \u0111i\u1ec3m chung v\u1edbi khoa h\u1ecdc d\u1eef li\u1ec7u. T\u1ea1i Th\u1ea7n Tenjin<\/a>, ch\u00fang ta \u0111ang ch\u1ee9ng ki\u1ebfn nh\u1eefng ng\u01b0\u1eddi c\u00f3 n\u1ec1n t\u1ea3ng chuy\u00ean m\u00f4n trong hai l\u0129nh v\u1ef1c t\u01b0\u1edfng ch\u1eebng nh\u01b0 ho\u00e0n to\u00e0n kh\u00e1c bi\u1ec7t n\u00e0y \u2013 ti\u1ebfp th\u1ecb v\u00e0 khoa h\u1ecdc d\u1eef li\u1ec7u \u2013 xu\u1ea5t hi\u1ec7n v\u1edbi m\u1ed9t vai tr\u00f2 m\u1edbi: \u201cNh\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb\u201d.<\/p>\n\n\n\n

C\u00f3 hai y\u1ebfu t\u1ed1 ch\u00ednh th\u00fac \u0111\u1ea9y s\u1ef1 tr\u1ed7i d\u1eady c\u1ee7a ngh\u1ec1 \u201cNh\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb\u201d:<\/p>\n\n\n\n

    \n
  1. C\u00f4ng ngh\u1ec7 m\u1edbi \u0111\u00e3 l\u00e0m gi\u1ea3m r\u00e0o c\u1ea3n gi\u1eefa c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u1edbi s\u1ef1 ph\u1ed5 bi\u1ebfn ng\u00e0y c\u00e0ng r\u1ed9ng r\u00e3i c\u1ee7a \u0111i\u1ec7n tho\u1ea1i th\u00f4ng minh v\u00e0 c\u00e1c thi\u1ebft b\u1ecb \u0111eo \u0111\u01b0\u1ee3c, ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1edd \u0111\u00e2y lu\u00f4n mang theo b\u00ean m\u00ecnh v\u00f4 s\u1ed1 k\u00eanh ti\u1ebfp th\u1ecb<\/li>\n\n\n\n
  2. D\u1eef li\u1ec7u l\u1edbn v\u00e0 nh\u1eefng th\u00f4ng tin chi ti\u1ebft t\u1eeb n\u00f3 ng\u00e0y c\u00e0ng tr\u1edf n\u00ean d\u1ec5 ti\u1ebfp c\u1eadn v\u00e0 c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng v\u00e0o th\u1ef1c ti\u1ec5n. Tr\u01b0\u1edbc \u0111\u00e2y, vi\u1ec7c s\u1eed d\u1ee5ng kho d\u1eef li\u1ec7u th\u01b0\u1eddng \u0111\u00f2i h\u1ecfi c\u00e1c h\u1ee3p \u0111\u1ed3ng quy m\u00f4 l\u1edbn v\u00e0 cam k\u1ebft k\u00e9o d\u00e0i nhi\u1ec1u n\u0103m. Gi\u1edd \u0111\u00e2y, b\u1ea5t k\u1ef3 c\u00f4ng ty kh\u1edfi nghi\u1ec7p n\u00e0o c\u0169ng c\u00f3 th\u1ec3 tri\u1ec3n khai m\u1ed9t c\u1ee5m Redshift v\u00e0 b\u1eaft \u0111\u1ea7u x\u1eed l\u00fd h\u00e0ng terabyte d\u1eef li\u1ec7u ch\u1ec9 v\u1edbi v\u00e0i c\u00fa nh\u1ea5p chu\u1ed9t.<\/li>\n<\/ol>\n\n\n\n

    Hai xu h\u01b0\u1edbng n\u00e0y \u0111ang b\u1eaft \u0111\u1ea7u t\u00e1c \u0111\u1ed9ng l\u1eabn nhau theo nh\u1eefng c\u00e1ch th\u00fa v\u1ecb:<\/p>\n\n\n\n

    Th\u1ee9 nh\u1ea5t, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u00f3 tr\u00e1ch nhi\u1ec7m ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t c\u00f3 th\u1ec3, t\u1eeb \u0111\u00f3 n\u00e2ng cao nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u, t\u1ea1o ra nhi\u1ec1u c\u01a1 h\u1ed9i b\u00e1n h\u00e0ng h\u01a1n v\u00e0 t\u0103ng c\u01b0\u1eddng s\u1ef1 t\u01b0\u01a1ng t\u00e1c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng. Tr\u01b0\u1edbc \u0111\u00e2y, vi\u1ec7c \u0111o l\u01b0\u1eddng hi\u1ec7u qu\u1ea3 ti\u1ebfp th\u1ecb ch\u1ec9 l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh mang t\u00ednh t\u1ea1m th\u1eddi, ch\u1ee7 y\u1ebfu d\u1ef1a v\u00e0o tr\u1ef1c gi\u00e1c v\u00e0 c\u00e1c ch\u1ec9 s\u1ed1 KPI kh\u00f4ng r\u00f5 r\u00e0ng. C\u00f4ng ngh\u1ec7, \u0111\u1eb7c bi\u1ec7t l\u00e0 d\u1eef li\u1ec7u l\u1edbn, \u0111\u00e3 thay \u0111\u1ed5i \u0111i\u1ec1u n\u00e0y. C\u00e1c ch\u1ec9 s\u1ed1 nh\u01b0 ROAS (l\u1ee3i nhu\u1eadn tr\u00ean chi ph\u00ed qu\u1ea3ng c\u00e1o) v\u00e0 m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u gi\u1edd \u0111\u00e2y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111o l\u01b0\u1eddng m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c v\u00e0 chi ti\u1ebft, gi\u00fap d\u1ef1 \u0111o\u00e1n hi\u1ec7u qu\u1ea3 c\u1ee7a c\u00e1c chi\u1ebfn d\u1ecbch ti\u1ebfp th\u1ecb trong t\u01b0\u01a1ng lai m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i th\u1ef1c hi\u1ec7n ch\u00fang.<\/p>\n\n\n\n

    Th\u1ee9 hai, c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb c\u0169ng c\u00f3 tr\u00e1ch nhi\u1ec7m x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u00e2n kh\u00fac kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng \u0111\u1ec3 nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 t\u00e1i nh\u1eafm m\u1ee5c ti\u00eau. Tr\u01b0\u1edbc \u0111\u00e2y, vi\u1ec7c x\u00e1c \u0111\u1ecbnh ai l\u00e0 nh\u1eefng kh\u00e1ch h\u00e0ng t\u1ed1t nh\u1ea5t c\u1ee7a b\u1ea1n r\u1ea5t kh\u00f3 kh\u0103n, khi ph\u1ea3i d\u1ef1a v\u00e0o tr\u1ef1c gi\u00e1c v\u00e0 c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t ho\u1eb7c hai cu\u1ed9c kh\u1ea3o s\u00e1t. V\u1edbi d\u1eef li\u1ec7u l\u1edbn \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c khoa h\u1ecdc, b\u1ea1n c\u00f3 th\u1ec3 ra m\u1eaft \u1ee9ng d\u1ee5ng, th\u1ef1c hi\u1ec7n m\u1ed9t truy v\u1ea5n \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eefng ng\u01b0\u1eddi d\u00f9ng t\u1ed1t nh\u1ea5t c\u1ee7a m\u00ecnh, v\u00e0 y\u00eau c\u1ea7u b\u1ea5t k\u1ef3 n\u1ec1n t\u1ea3ng n\u00e0o: \u201cH\u00e3y t\u00ecm cho t\u00f4i th\u00eam nh\u1eefng ng\u01b0\u1eddi d\u00f9ng gi\u1ed1ng nh\u01b0 h\u1ecd\u201d.<\/p>\n\n\n\n

    R\u00f5 r\u00e0ng l\u00e0 hai l\u0129nh v\u1ef1c n\u00e0y \u2013 ti\u1ebfp th\u1ecb v\u00e0 khoa h\u1ecdc d\u1eef li\u1ec7u \u2013 c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec3m giao thoa. Ch\u00fang t\u00f4i k\u1ef3 v\u1ecdng trong nh\u1eefng n\u0103m t\u1edbi, c\u00e1c \u201cnh\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb\u201d s\u1ebd d\u1eabn d\u1eaft ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb k\u1ef9 thu\u1eadt s\u1ed1 t\u1ea1i c\u00e1c c\u00f4ng ty c\u00f3 t\u1ea7m nh\u00ecn ti\u00ean phong. V\u00e0 b\u1edfi v\u00ec ch\u00fang t\u00f4i tin t\u01b0\u1edfng m\u1ea1nh m\u1ebd v\u00e0o \u0111i\u1ec1u n\u00e0y, ch\u00fang t\u00f4i \u0111\u00e3 x\u00e2y d\u1ef1ng Tenjin \u0111\u1ec3 h\u01b0\u1edbng t\u1edbi t\u01b0\u01a1ng lai \u0111\u00f3.<\/p>\n\n\n\n

    T\u1ea1i Tenjin, s\u1ee9 m\u1ec7nh c\u1ee7a ch\u00fang t\u00f4i l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t n\u1ec1n t\u1ea3ng d\u1ef1a tr\u00ean d\u1ecbch v\u1ee5 d\u00e0nh cho c\u00e1c chuy\u00ean gia ti\u1ebfp th\u1ecb. Trong th\u1eddi gian l\u00e0m vi\u1ec7c t\u1ea1i Tapjoy v\u00e0 Playnomics, t\u00f4i \u0111\u00e3 ch\u1ee9ng ki\u1ebfn nh\u1eefng kh\u00f3 kh\u0103n m\u00e0 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb g\u1eb7p ph\u1ea3i khi ph\u1ea3i s\u1eafp x\u1ebfp d\u1eef li\u1ec7u l\u1edbn trong c\u00e1c b\u1ea3ng t\u00ednh. T\u00f4i v\u00e0 Amir, \u0111\u1ed3ng s\u00e1ng l\u1eadp vi\u00ean c\u1ee7a t\u00f4i, \u0111\u00e3 x\u00e2y d\u1ef1ng Tenjin \u0111\u1ec3 c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb di \u0111\u1ed9ng c\u00f3 th\u1ec3 d\u00e0nh th\u1eddi gian c\u1ee7a m\u00ecnh ph\u00e2n t\u00edch<\/em> d\u1eef li\u1ec7u, ch\u1ee9 kh\u00f4ng ph\u1ea3i vi\u1ec7c x\u1eed l\u00fd d\u1eef li\u1ec7u. N\u1ebfu b\u1ea1n l\u00e0 m\u1ed9t nh\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb (ho\u1eb7c \u0111ang tr\u00ean con \u0111\u01b0\u1eddng tr\u1edf th\u00e0nh m\u1ed9t nh\u00e0 khoa h\u1ecdc ti\u1ebfp th\u1ecb), ch\u00fang t\u00f4i r\u1ea5t mong nh\u1eadn \u0111\u01b0\u1ee3c tin t\u1eeb b\u1ea1n.<\/p>\n\n\n\n

    Ngu\u1ed3n \u1ea3nh: M\u1ed9t l\u01b0\u1ee3ng d\u1eef li\u1ec7u kh\u1ed5ng l\u1ed3<\/a> b\u1edfi anh ch\u00e0ng nh\u00e0m ch\u00e1n<\/a>, \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng theo CC BY<\/a> \/ \u0111\u01b0\u1ee3c c\u1eaft ra t\u1eeb b\u1ea3n g\u1ed1c<\/em><\/p>","protected":false},"excerpt":{"rendered":"

    As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the \u201cMarketing Scientist\u201d. There are two main drivers for the rise of the Marketing Scientist: These two…<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-8854","post","type-post","status-publish","format-standard","hentry","category-mobile-marketing-trends"],"acf":[],"yoast_head":"\nBuilding for Marketing Scientists | Tenjin<\/title>\n<meta name=\"description\" content=\"Learn how data infrastructure empowers marketing scientists with scalable analytics, reliable attribution, and actionable mobile insights.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/vi\/blog\/building-for-the-marketing-scientist\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" 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