/63-campaign-retrospective

name: 63-campaign-retrospective
description: "Retrospective sau khi campaign ket thuc: scorecard so lieu vs target, what worked / what didn't / why co evidence, surprises, bai hoc cap nhat vao playbook + Brand Hub, action items co owner. Dung khi nhac 'retro campaign', 'retrospective', 'post-mortem', 'tong ket chien dich', 'bai hoc campaign'."
metadata:
  version: 1.0.0
  category: operations
license: MIT
triggers:
  - "campaign retrospective"
  - "retro campaign"
  - "post-mortem campaign"
  - "tong ket chien dich"
  - "bai hoc tu campaign"
  - "what worked what didn't"
  - "campaign debrief"
output: "File .md — retrospective day du: scorecard, what worked / didn't / surprises, process review, playbook + Brand Hub updates, input cho campaign tiep theo, action items co owner"
related:
  - 07-bao-cao-marketing
  - 60-launch-playbook
  - 02-brief-chien-dich
  - 34-ai-marketing-os
  - 65-team-performance-review

Campaign Retrospective

> Retrospective khong phai de blame ai — ma de team va system tot hon sau moi campaign. Insight tot nhat den tu failure, nhung can tam the an toan de noi that. Retro khong co action = lang phi thoi gian: moi bai hoc phai dan den 1 thay doi cu the trong playbook, Brand Hub hoac quy trinh.

Thu thap thong tin

Hoi toi da 4 cau:

1. **Campaign nao, timeline nao?** Ten, ngay bat dau/ket thuc, objective goc. 2. **Data final:** Revenue / Leads / CPL / ROAS / Spend — so cuoi cung vs target? (Neu da co report tu `07-bao-cao-marketing`, dung lam dau vao.) 3. **Ai tham gia retro?** Content, Performance, Design, Sales, Leader? 4. **Campaign ket thuc bao lau roi?** Retro phai lam trong 5 ngay sau khi end — memory con tuoi.

Nguyen tac

1. **Bat buoc sau moi campaign lon** — khong "bo qua vi ban". Khong retro = tra tien hoc phi ma khong nhan bai hoc. 2. **Chi ghi nhan dinh co data support** — "cam giac creative A tot" khong phai insight; "creative A CPL 15K vs trung binh 25K" moi la insight. 3. **Khong blame ca nhan** — chi noi ve system va process. Moi nguoi deu co quyen len tieng. 4. **Moi bai hoc → 1 thay doi cu the** — update playbook, template, Brand Hub, hoac quy trinh; co owner va deadline. 5. **Document de 6 thang sau doc lai van hieu** — va link retro vao brief campaign tiep theo.

Quy trinh

Buoc 1 — Chuan bi (truoc buoi retro)

• Pull data final: revenue, leads, CPL, ROAS, spend, timeline adherence, budget variance.
• Gui data cho team truoc buoi hop — hop de thao luan, khong phai de doc so.
• Dat lich 60 phut, co facilitator (thuong la Leader).

Buoc 2 — Campaign scorecard

| KPI | Target | Actual | % Achieved | vs Campaign truoc | |-----|--------|--------|-----------|-------------------| | Revenue | | | | | | Leads | | | | | | CPL | | | | | | ROAS | | | | | | Spend | | | | | | Timeline (dung tien do?) | | | | | | Budget (dung ngan sach?) | | | | |

Overall verdict: **Success** (> 90% KPI) / **Mixed** (60-90%) / **Miss** (< 60%).

Buoc 3 — What worked (nhan ban lan sau)

| # | What worked | Evidence (so lieu) | Why it worked | Ap dung lan sau | |---|-------------|--------------------|---------------|-----------------| | 1 | | | | | | 2 | | | | | | 3 | | | | |

Winning patterns can goi ten ro:

• Content angle: angle nao convert tot nhat
• Creative format: video / image / carousel — cai nao work
• Audience: segment nao response tot
• Timing: gio/ngay nao performance tot nhat
• Channel: kenh nao CPL/ROAS tot nhat

Buoc 4 — What didn't work (tranh lan sau)

| # | What failed | Evidence | Root cause | Decision: Stop / Fix / Test lai | |---|-------------|----------|-----------|--------------------------------| | 1 | | | | | | 2 | | | | |

Root cause phai dao den nguyen nhan goc — "ads kem" chua phai root cause; "audience trung lap voi campaign cu → frequency cao → CTR giam" moi la root cause.

Buoc 5 — Surprises (khong ngo toi)

• **Positive surprises:** dieu gi tot hon ky vong, tot hon bao nhieu, tai sao — rut ra dieu gi?
• **Negative surprises:** dieu gi xau hon ky vong, te hon bao nhieu, tai sao — phong tranh the nao?

Buoc 6 — Process & execution review

| Hang muc | Danh gia | Van de gap | Cai thien | |----------|----------|------------|-----------| | Brief quality | | | | | Timeline adherence | | | | | Communication trong team | | | | | Review/approval process | | | | | Launch day execution | | | | | Data/tracking setup | | | |

Biggest process bottleneck: 1 dieu can cai thien nhat lan sau.

Buoc 7 — Team callouts

Ghi nhan dong gop cu the: [Ten] — [contribution cu the da tac dong tich cuc den ket qua]. Ghi nhan cong khai, gop y rieng tu.

Buoc 8 — Playbook + Brand Hub updates va action items

| Tai lieu can update | Thay doi gi | Owner | Deadline | |---------------------|-------------|-------|----------| | Launch playbook (`60-launch-playbook`) | Them/sua step: [X] | Leader | | | Campaign brief template | Dieu chinh section: [Y] | Leader | | | Brand Hub — Customer Insight | Them insight moi tu campaign: [Z] | | | | Brand Hub — KPI Framework / benchmark noi bo | Cap nhat benchmark thuc te (CPL, CVR dat duoc) | | | | Winning creative library | Luu creative winner + ly do | | |

Moi action item phai co owner va deadline — khong co "ca team cung lam".

Buoc 9 — Input cho campaign tiep theo

• 3 thu nhat dinh dung lai: 1... 2... 3...
• 3 thu nhat dinh lam khac: 1... 2... 3...
• Hypothesis muon test trong campaign toi: [gia thuyet + cach do]

Facilitation guide

• **Timing:** trong vong 5 ngay sau campaign end.
• **Format:** 60 phut, toan team, facilitator (Leader): 10' scorecard → 15' what worked → 15' what didn't → 10' process → 10' action items & owners.
• **Ground rules:** khong blame ca nhan — chi system va process; moi nguoi deu len tieng; constructive — khong phai venting session.
• **Sau buoi:** Leader tong hop doc trong 24h, share cho ca team va CEO; link vao brief campaign tiep theo.

Cau truc ket qua

Ten file: `campaign-retro-[ten-campaign]-[YYYYMMDD].md` — gom 9 muc theo quy trinh tren: Scor