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63-campaign-retrospective

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.

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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

KPITargetActual% Achievedvs 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 workedEvidence (so lieu)Why it workedAp 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 failedEvidenceRoot causeDecision: 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 mucDanh giaVan de gapCai 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 updateThay doi giOwnerDeadline
Launch playbook (60-launch-playbook)Them/sua step: [X]Leader
Campaign brief templateDieu chinh section: [Y]Leader
Brand Hub — Customer InsightThem insight moi tu campaign: [Z]
Brand Hub — KPI Framework / benchmark noi boCap nhat benchmark thuc te (CPL, CVR dat duoc)
Winning creative libraryLuu 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

レビュー

まだレビューはありません。使ってみた感想をお寄せください。

同じリポジトリのスキル

概要と使いどころ

Dung khi can ke hoach marketing tong the cho mot ky — muc tieu, phan khuc, kenh, ngan sach, timeline, KPI va ma tran rui ro. Co ca che do ban day du va che do ke hoach 1 trang cho chu doanh nghiep nho. Kich hoat khi user nhac 'lap ke hoach marketing', 'ke hoach MKT', 'marketing plan', 'chien luoc marketing nam', 'plan quy toi', 'ke hoach 1 trang'. Khong dung cho — tinh nguoc ngan sach tu doanh thu thi dung skill 10-tinh-kpi-nguoc; phan bo ngan sach chi tiet theo kenh thi dung skill 61-budget-planning; brief mot chien dich cu the thi dung skill 02-brief-chien-dich.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can lich dang bai cho ca thang — chot content pillar va ti le, xep bai theo ngay va khung gio, ma tran tai su dung noi dung, va gan muc tieu cho tung tru cot. Kich hoat khi user nhac 'lich noi dung', 'content calendar', 'thang nay dang gi', 'len lich dang bai', 'ke hoach content thang', 'phan bo noi dung'. Khong dung cho — brief tung bai truoc khi viet thi dung skill 36-content-brief; viet caption thanh pham thi dung skill 37-caption-social; lap plan ky sau tu data thi dung skill 40-next-content-plan.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Dung khi can brief mot chien dich cu the cho ca team thuc thi — muc tieu, thong diep, deliverable, timeline phan cong theo tuan, gate duyet va ma tran rui ro. Kich hoat khi user nhac 'brief chien dich', 'ke hoach campaign', 'len brief cho team', 'chien dich thang toi', 'phan cong campaign', 'timeline chien dich'. Khong dung cho — ke hoach marketing ca ky thi dung skill 00-ke-hoach-mkt; danh sach asset can thiet ke thi dung skill 41-campaign-asset-list; giao viec cho tung nguoi thi dung skill 64-team-brief.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.

日本語の概要は準備中です。原文の説明を表示しています。

minhnv0807/ai-business-skills6132026年9月12日 更新

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