{"id":12409,"date":"2026-07-24T08:53:35","date_gmt":"2026-07-24T01:53:35","guid":{"rendered":"https:\/\/microsoft.cmctelecom.vn\/microsoft-lo-trinh-ai-3-giai-doan-cho-cmo-de-toi-uu-hoa-marketing\/"},"modified":"2026-07-24T14:43:43","modified_gmt":"2026-07-24T07:43:43","slug":"microsoft-lo-trinh-ai-3-giai-doan-cho-cmo-de-toi-uu-hoa-marketing","status":"publish","type":"post","link":"https:\/\/microsoft.cmctelecom.vn\/ja\/microsoft-lo-trinh-ai-3-giai-doan-cho-cmo-de-toi-uu-hoa-marketing\/","title":{"rendered":"Microsoft: L\u1ed9 tr\u00ecnh AI 3 giai \u0111o\u1ea1n cho CMO \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a marketing"},"content":{"rendered":"

Ng\u00e0y 16\/01\/2025, Microsoft \u0111\u00e3 c\u00f4ng b\u1ed1 m\u1ed9t l\u1ed9 tr\u00ecnh chi\u1ebfn l\u01b0\u1ee3c d\u00e0nh cho c\u00e1c Gi\u00e1m \u0111\u1ed1c Marketing (CMO), gi\u00fap h\u1ecd t\u1eadn d\u1ee5ng AI kh\u00f4ng ch\u1ec9 \u0111\u1ec3 th\u1eed nghi\u1ec7m m\u00e0 c\u00f2n \u0111\u1ec3 t\u1ea1o ra l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng. L\u1ed9 tr\u00ecnh n\u00e0y g\u1ed3m ba giai \u0111o\u1ea1n “Mua – M\u1edf r\u1ed9ng – X\u00e2y d\u1ef1ng” (Buy-Extend-Build), h\u01b0\u1edbng d\u1eabn doanh nghi\u1ec7p t\u00edch h\u1ee3p s\u00e2u AI v\u00e0o c\u00e1c quy tr\u00ecnh c\u1ed1t l\u00f5i nh\u01b0 s\u00e1ng t\u1ea1o n\u1ed9i dung v\u00e0 t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ed1i \u01b0u chi ph\u00ed v\u00e0 th\u00fac \u0111\u1ea9y t\u0103ng tr\u01b0\u1edfng.<\/p>\n

AI, bao g\u1ed3m c\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 copilot, agent v\u00e0 tr\u1ee3 l\u00fd \u1ea3o, \u0111ang tr\u1edf th\u00e0nh c\u00f4ng c\u1ee5 c\u01a1 b\u1ea3n cho c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb. Tuy nhi\u00ean, \u0111\u1ec3 t\u1ea1o ra t\u00e1c \u0111\u1ed9ng kinh doanh l\u1edbn h\u01a1n, c\u00e1c CMO c\u1ea7n nh\u00fang AI s\u00e2u h\u01a1n v\u00e0o quy tr\u00ecnh c\u1ee7a t\u1ed5 ch\u1ee9c v\u00e0 tr\u00ean nhi\u1ec1u ph\u00f2ng ban. \u0110\u00e2y l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 \u0111\u00f2i h\u1ecfi t\u1ea7m nh\u00ecn v\u00e0 chi\u1ebfn l\u01b0\u1ee3c d\u00e0i h\u1ea1n.<\/p>\n

\"C\u00e1c<\/figure>\n

L\u1ed9 tr\u00ecnh AI m\u1edbi cho CMO: Mua – M\u1edf r\u1ed9ng – X\u00e2y d\u1ef1ng<\/h2>\n

Microsoft \u0111\u1ec1 xu\u1ea5t m\u1ed9t l\u1ed9 tr\u00ecnh g\u1ed3m ba giai \u0111o\u1ea1n (Buy-Extend-Build) \u0111\u1ec3 c\u00e1c CMO c\u00f3 th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0 AI ph\u00f9 h\u1ee3p v\u1edbi k\u1ebft qu\u1ea3 kinh doanh, t\u1eeb vi\u1ec7c \u00e1p d\u1ee5ng c\u01a1 b\u1ea3n \u0111\u1ebfn chuy\u1ec3n \u0111\u1ed5i to\u00e0n di\u1ec7n.<\/p>\n

Giai \u0111o\u1ea1n 1: Mua (Buy)<\/h3>\n

Giai \u0111o\u1ea1n “Mua” mang l\u1ea1i hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng nhanh ch\u00f3ng th\u00f4ng qua c\u00e1c gi\u1ea3i ph\u00e1p c\u00f3 s\u1eb5n, kh\u00f4ng c\u1ea7n t\u00f9y ch\u1ec9nh. \u0110\u00e2y l\u00e0 b\u01b0\u1edbc \u0111\u1ec7m quan tr\u1ecdng, gi\u00fap nh\u00e2n vi\u00ean l\u00e0m quen v\u1edbi vi\u1ec7c s\u1eed d\u1ee5ng AI. C\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 Microsoft 365 Copilot<\/a> gi\u00fap gi\u1ea3m b\u1edbt c\u00e1c c\u00f4ng vi\u1ec7c th\u1ee7 c\u00f4ng, gi\u1ea3i ph\u00f3ng s\u1ee9c s\u00e1ng t\u1ea1o cho \u0111\u1ed9i ng\u0169 marketing.<\/p>\n

Ph\u00e2n t\u00edch g\u1ea7n \u0111\u00e2y c\u1ee7a ch\u00fang t\u00f4i cho th\u1ea5y nh\u00e2n vi\u00ean \u0111ang ti\u1ebft ki\u1ec7m \u0111\u01b0\u1ee3c \u00edt nh\u1ea5t 15 ph\u00fat, n\u1ebfu kh\u00f4ng mu\u1ed1n n\u00f3i l\u00e0 30 ph\u00fat m\u1ed7i ng\u00e0y b\u1eb1ng c\u00e1ch s\u1eed d\u1ee5ng Copilot. Ch\u00fang t\u00f4i \u0111ang ch\u1ee9ng ki\u1ebfn m\u1ed9t s\u1ef1 thay \u0111\u1ed5i \u0111\u00e1ng k\u1ec3 trong c\u00e1ch h\u1ecd s\u1eed d\u1ee5ng c\u00f4ng ngh\u1ec7, d\u00e0nh \u00edt th\u1eddi gian h\u01a1n cho c\u00e1c cu\u1ed9c h\u1ecdp, email, cu\u1ed9c g\u1ecdi ho\u1eb7c tr\u00f2 chuy\u1ec7n, v\u00e0 d\u00f9ng th\u1eddi gian \u0111\u00f3 \u0111\u1ec3 t\u1eadp trung v\u00e0o c\u00f4ng vi\u1ec7c chuy\u00ean s\u00e2u m\u00e0 kh\u00f4ng b\u1ecb gi\u00e1n \u0111o\u1ea1n v\u00e0 \u0111\u1ec3 \u0111\u1ea7u t\u01b0 v\u00e0o \u0111\u1ed9i nh\u00f3m c\u1ee7a m\u00ecnh.
\n\u2013 Kate Slade<\/strong>, Director of Emerging Technology Enablement, dentsu<\/p><\/blockquote>\n

Giai \u0111o\u1ea1n 2: M\u1edf r\u1ed9ng (Extend)<\/h3>\n

Khi doanh nghi\u1ec7p tr\u01b0\u1edfng th\u00e0nh h\u01a1n trong vi\u1ec7c \u1ee9ng d\u1ee5ng AI, h\u1ecd c\u1ea7n t\u00edch h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5 AI t\u1ea1o sinh, d\u1eef li\u1ec7u n\u1ed9i b\u1ed9 v\u00e0 c\u00e1c m\u00f4 h\u00ecnh t\u1eeb Microsoft ho\u1eb7c m\u00e3 ngu\u1ed3n m\u1edf \u0111\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c giao di\u1ec7n ng\u01b0\u1eddi d\u00f9ng tr\u1ef1c quan v\u00e0 d\u1ecbch v\u1ee5 c\u00e1 nh\u00e2n h\u00f3a mang \u0111\u1eadm d\u1ea5u \u1ea5n th\u01b0\u01a1ng hi\u1ec7u. Giai \u0111o\u1ea1n n\u00e0y cho ph\u00e9p c\u00e1c nh\u00e0 ti\u1ebfp th\u1ecb mang l\u1ea1i tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n h\u00f3a s\u00e2u s\u1eafc h\u01a1n v\u00e0 \u0111o l\u01b0\u1eddng hi\u1ec7u su\u1ea5t ch\u00ednh x\u00e1c h\u01a1n. Th\u00e0nh c\u00f4ng \u1edf giai \u0111o\u1ea1n n\u00e0y \u0111\u00f2i h\u1ecfi vi\u1ec7c training<\/em> v\u00e0 fine-tuning<\/em> m\u00f4 h\u00ecnh AI li\u00ean t\u1ee5c, c\u0169ng nh\u01b0 duy tr\u00ec d\u1eef li\u1ec7u ch\u1ea5t l\u01b0\u1ee3ng cao v\u00e0 ph\u00f9 h\u1ee3p.<\/p>\n

Giai \u0111o\u1ea1n 3: X\u00e2y d\u1ef1ng (Build)<\/h3>\n

\u1ede giai \u0111o\u1ea1n cu\u1ed1i c\u00f9ng, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 khai ph\u00e1 ti\u1ec1m n\u0103ng t\u0103ng tr\u01b0\u1edfng cao nh\u1ea5t b\u1eb1ng c\u00e1ch t\u00e1i \u0111\u1ecbnh ngh\u0129a ho\u00e0n to\u00e0n c\u00e1c quy tr\u00ecnh kinh doanh. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi c\u00e1c m\u00f4 h\u00ecnh AI ti\u00ean ti\u1ebfn, qu\u1ea3n l\u00fd thay \u0111\u1ed5i, t\u00e1i \u0111\u00e0o t\u1ea1o k\u1ef9 n\u0103ng v\u00e0 c\u00e1c m\u00f4 h\u00ecnh v\u1eadn h\u00e0nh m\u1edbi. C\u00e1c gi\u1ea3i ph\u00e1p \u1edf giai \u0111o\u1ea1n n\u00e0y t\u1eadn d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd nh\u01b0 Microsoft Azure OpenAI<\/a> v\u00e0 c\u00e1c v\u00f2ng l\u1eb7p ph\u1ea3n h\u1ed3i d\u1eef li\u1ec7u t\u1ef1 \u0111\u1ed9ng t\u1eeb nhi\u1ec1u kho ch\u1ee9a kh\u00e1c nhau. B\u1eb1ng c\u00e1ch li\u00ean k\u1ebft d\u1eef li\u1ec7u v\u1eadn h\u00e0nh (nh\u01b0 doanh s\u1ed1, t\u1ed3n kho) v\u1edbi h\u1ec7 th\u1ed1ng marketing v\u00e0 insight kh\u00e1ch h\u00e0ng, giai \u0111o\u1ea1n “X\u00e2y d\u1ef1ng” t\u1ea1o ra m\u1ed9t l\u1ee3i th\u1ebf c\u1ea1nh tranh k\u00e9p, cho ph\u00e9p doanh nghi\u1ec7p li\u00ean t\u1ee5c m\u1edf r\u1ed9ng v\u00e0 ph\u00e1t tri\u1ec3n c\u00f9ng AI.<\/p>\n

\"L\u1ed9<\/figure>\n

\u1ee8ng d\u1ee5ng th\u1ef1c ti\u1ec5n: S\u00e1ng t\u1ea1o n\u1ed9i dung v\u00e0 tr\u1ea3i nghi\u1ec7m mua s\u1eafm<\/h2>\n

S\u1ea3n xu\u1ea5t n\u1ed9i dung linh ho\u1ea1t:<\/strong> C\u00e1c CMO c\u00f3 th\u1ec3 h\u00ecnh dung vi\u1ec7c giao cho m\u1ed9t tr\u1ee3 l\u00fd AI th\u1ef1c hi\u1ec7n c\u00e1c quy tr\u00ecnh ph\u1ee9c t\u1ea1p m\u1ed9t c\u00e1ch t\u1ef1 ch\u1ee7\u2014t\u1eeb t\u1ef1 \u0111\u1ed9ng g\u1eafn th\u1ebb metadata \u0111\u1ebfn thay \u0111\u1ed5i n\u1ec1n cho m\u1ed9t qu\u1ea3ng c\u00e1o hi\u1ec3n th\u1ecb. V\u00ed d\u1ee5, Sitecore \u0111ang h\u1ee3p t\u00e1c v\u1edbi Microsoft<\/a> \u0111\u1ec3 h\u1ed7 tr\u1ee3 Nestl\u00e9 trong vi\u1ec7c \u0111\u1ed3ng s\u00e1ng t\u1ea1o m\u1ed9t AI Brand Assistant<\/a>. C\u00f4ng c\u1ee5 n\u00e0y gi\u00fap \u0111\u01a1n gi\u1ea3n h\u00f3a vi\u1ec7c truy c\u1eadp ki\u1ebfn th\u1ee9c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 danh m\u1ee5c, \u0111\u1ea3m b\u1ea3o t\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m do AI t\u1ea1o ra\u2014t\u1eeb b\u1ea3ng m\u00e0u, th\u00f4ng \u0111i\u1ec7p \u0111\u1ebfn xu h\u01b0\u1edbng th\u1ecb tr\u01b0\u1eddng\u2014\u0111\u1ec1u nh\u1ea5t qu\u00e1n v\u00e0 trung th\u1ef1c v\u1edbi th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Tr\u1ea3i nghi\u1ec7m mua s\u1eafm v\u1edbi AI h\u1ed9i tho\u1ea1i:<\/strong> Th\u01b0\u01a1ng m\u1ea1i \u0111i\u1ec7n t\u1eed \u0111ang \u0111\u01b0\u1ee3c t\u00e1i \u0111\u1ecbnh h\u00ecnh nh\u1edd c\u00e1c agent AI h\u1ed9i tho\u1ea1i. Theo nghi\u00ean c\u1ee9u c\u1ee7a Accenture, kho\u1ea3ng 51% ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u00e3 s\u1eb5n s\u00e0ng s\u1eed d\u1ee5ng c\u00e1c gi\u1ea3i ph\u00e1p AI h\u1ed9i tho\u1ea1i. V\u00ed d\u1ee5, ASOS t\u1eadn d\u1ee5ng c\u00f4ng ngh\u1ec7 n\u00e0y<\/a> \u0111\u1ec3 tinh ch\u1ec9nh c\u00e1c \u0111\u1ec1 xu\u1ea5t s\u1ea3n ph\u1ea9m v\u00e0 cung c\u1ea5p tr\u1ea3i nghi\u1ec7m si\u00eau c\u00e1 nh\u00e2n h\u00f3a nh\u01b0 AI Stylist. Tr\u1ea3i nghi\u1ec7m n\u00e0y \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng tr\u00ean Azure OpenAI, gi\u00fap kh\u00e1ch h\u00e0ng kh\u00e1m ph\u00e1 phong c\u00e1ch m\u1edbi th\u00f4ng qua m\u1ed9t giao di\u1ec7n h\u1ed9i tho\u1ea1i d\u1ec5 s\u1eed d\u1ee5ng.<\/p>\n

\u0110\u1ec3 th\u00e0nh c\u00f4ng, c\u00e1c v\u00f2ng l\u1eb7p ph\u1ea3n h\u1ed3i d\u1eef li\u1ec7u li\u00ean t\u1ee5c l\u00e0 r\u1ea5t quan tr\u1ecdng. C\u00e1c gi\u1ea3i ph\u00e1p AI ho\u1ea1t \u0111\u1ed9ng t\u1ed1t nh\u1ea5t khi \u0111\u01b0\u1ee3c l\u00e0m gi\u00e0u b\u1eb1ng d\u1eef li\u1ec7u th\u1eddi gian th\u1ef1c t\u1eeb c\u00e1c h\u1ec7 th\u1ed1ng li\u00ean ch\u1ee9c n\u0103ng. C\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y th\u01b0\u1eddng \u0111\u00f2i h\u1ecfi m\u1ed9t n\u1ec1n t\u1ea3ng d\u1eef li\u1ec7u h\u1ee3p nh\u1ea5t nh\u01b0 Microsoft Fabric<\/a>, \u0111\u1ea3m b\u1ea3o d\u1eef li\u1ec7u \u0111\u01b0\u1ee3c t\u1ed5ng h\u1ee3p trong m\u1ed9t l\u1edbp duy nh\u1ea5t v\u00e0 cung c\u1ea5p cho c\u00e1c m\u00f4 h\u00ecnh AI theo th\u1eddi gian th\u1ef1c.<\/p>\n

Ba b\u00e0i h\u1ecdc cho c\u00e1c CMO<\/h2>\n
    \n
  1. Ngh\u0129 l\u1edbn:<\/strong> \u0110\u1eebng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c t\u1ef1 \u0111\u1ed9ng h\u00f3a c\u00e1c t\u00e1c v\u1ee5 nh\u1ecf\u2014h\u00e3y t\u00e1i t\u01b0\u1edfng t\u01b0\u1ee3ng to\u00e0n b\u1ed9 quy tr\u00ecnh \u0111\u1ec3 khai ph\u00e1 gi\u00e1 tr\u1ecb l\u1edbn h\u01a1n t\u1eeb c\u00e1c kho\u1ea3n \u0111\u1ea7u t\u01b0. H\u1ee3p t\u00e1c ch\u1eb7t ch\u1ebd v\u1edbi b\u1ed9 ph\u1eadn IT \u0111\u1ec3 t\u1ea1o ra c\u00e1c b\u00e1nh \u0111\u00e0 d\u1eef li\u1ec7u (data flywheels) cho t\u01b0\u01a1ng lai.<\/li>\n
  2. H\u1ee3p t\u00e1c s\u1edbm v\u00e0 th\u01b0\u1eddng xuy\u00ean:<\/strong> \u0110\u1ea3m b\u1ea3o s\u1ef1 \u0111\u1ed3ng thu\u1eadn trong ban l\u00e3nh \u0111\u1ea1o v\u00e0 v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c b\u00ean ngo\u00e0i \u0111\u1ec3 th\u00fac \u0111\u1ea9y vi\u1ec7c \u00e1p d\u1ee5ng v\u00e0 t\u1ed1i \u0111a h\u00f3a k\u1ebft qu\u1ea3.<\/li>\n
  3. \u0110\u1ed5i m\u1edbi l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh l\u1eb7p l\u1ea1i:<\/strong> Th\u00e0nh c\u00f4ng v\u1edbi AI kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t s\u1ef1 ki\u1ec7n di\u1ec5n ra m\u1ed9t l\u1ea7n\u2014\u0111\u00f3 l\u00e0 m\u1ed9t h\u00e0nh tr\u00ecnh h\u1ecdc h\u1ecfi v\u00e0 tinh ch\u1ec9nh li\u00ean t\u1ee5c.<\/li>\n<\/ol>\n

    C\u00e1c CMO h\u00e0nh \u0111\u1ed9ng nhanh ch\u00f3ng s\u1ebd n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c l\u1ee3i th\u1ebf c\u1ee7a ng\u01b0\u1eddi \u0111i \u0111\u1ea7u trong k\u1ef7 nguy\u00ean marketing \u0111\u01b0\u1ee3c v\u1eadn h\u00e0nh b\u1edfi AI. B\u1eb1ng c\u00e1ch t\u01b0 duy l\u1ea1i c\u00e1c quy tr\u00ecnh t\u1ed1n nhi\u1ec1u ngu\u1ed3n l\u1ef1c nh\u01b0 s\u00e1ng t\u1ea1o n\u1ed9i dung v\u00e0 t\u01b0\u01a1ng t\u00e1c kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n h\u00f3a, c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 khai ph\u00e1 hi\u1ec7u qu\u1ea3 m\u1edbi, mang l\u1ea1i c\u00e1c t\u01b0\u01a1ng t\u00e1c \u00fd ngh\u0129a v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c th\u00e0nh c\u00f4ng l\u00e2u d\u00e0i.<\/p>","protected":false},"excerpt":{"rendered":"

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AI, bao g\u1ed3m c\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 copilot, agent v\u00e0 tr\u1ee3 l\u00fd \u1ea3o, \u0111ang tr\u1edf th\u00e0nh c\u00f4ng c\u1ee5 c\u01a1 b\u1ea3n cho c\u00e1c…<\/p>","protected":false},"author":15,"featured_media":12406,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-12409","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ms-blogs"],"acf":[],"yoast_head":"\nMicrosoft: L\u1ed9 tr\u00ecnh AI 3 giai \u0111o\u1ea1n cho CMO \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a marketing | CMC Telecom<\/title>\n<meta name=\"description\" content=\"\u0110\u1ed1i t\u00e1c Tier-1 Solutions Provider c\u1ee7a Microsoft t\u1ea1i Vi\u1ec7t Nam\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" 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