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:
- Campaign nao, timeline nao? Ten, ngay bat dau/ket thuc, objective goc.
- 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.) - Ai tham gia retro? Content, Performance, Design, Sales, Leader?
- Campaign ket thuc bao lau roi? Retro phai lam trong 5 ngay sau khi end — memory con tuoi.
Nguyen tac
- Bat buoc sau moi campaign lon — khong "bo qua vi ban". Khong retro = tra tien hoc phi ma khong nhan bai hoc.
- 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.
- Khong blame ca nhan — chi noi ve system va process. Moi nguoi deu co quyen len tieng.
- Moi bai hoc → 1 thay doi cu the — update playbook, template, Brand Hub, hoac quy trinh; co owner va deadline.
- 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