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: Scorecard → What worked → What didn't → Surprises → Process review → Team callouts → Playbook/Brand Hub updates → Input campaign sau → Action items co owner.

Lien ket skill

• 07-bao-cao-marketing: report final la dau vao data cho scorecard.
• 60-launch-playbook: bai hoc execution update truc tiep vao playbook.
• 02-brief-chien-dich: muc "Bai hoc tu campaign truoc" trong brief moi lay tu retro nay.
• 34-ai-marketing-os: insight moi + benchmark thuc te cap nhat vao Brand Hub.
• 65-team-performance-review: team callouts va observations la input cho danh gia ca nhan cuoi ky.

Checklist chat luong

• Retro lam trong 5 ngay sau campaign end
• Scorecard day du KPI vs target, co verdict Success/Mixed/Miss
• Moi muc what worked / didn't co evidence bang so — khong co "cam giac"
• What didn't co root cause that, khong dung o hien tuong
• Co it nhat 1 update cho playbook va 1 update cho Brand Hub
• Moi action item co owner + deadline
• Co 3 thu dung lai + 3 thu lam khac + hypothesis cho campaign sau
• Khong co cau blame ca nhan trong document
• Doc duoc share trong 24h sau buoi retro va link vao brief campaign ke tiep