---
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: 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