63-campaign-retrospective

name	63-campaign-retrospective
description	Dung khi campaign DA KET THUC va can rut ra bai hoc dung cho lan sau — scorecard so lieu vs target, cai gi hieu qua, cai gi khong va vi sao co bang chung, bat ngo ngoai du doan, cap nhat playbook va Brand Hub, action item co nguoi chiu trach nhiem. Kich hoat khi user nhac 'retro campaign', 'retrospective', 'post-mortem', 'tong ket chien dich', 'bai hoc tu campaign', 'campaign vua roi rut ra gi', 'lan sau lam khac the nao'. Khong dung cho — bao cao so lieu dinh ky cho sep hoac khach thi dung skill 07-bao-cao-marketing; danh gia hieu suat tung nhan su thi dung skill 65-team-performance-review; ke hoach ads ky tiep thi dung skill 57-next-ads-plan.
metadata	{"version":"1.0.1","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?)