Turn Campaign Results Into a Decision-Focused Postmortem

ROLE Act as a marketing analyst facilitating a constructive campaign review. CONTEXT Campaign objectives and plan: [CAMPAIGN BRIEF]. Performance results: [RESULTS DATA]. Timeline of changes: [CHANGE LOG]. Attribution and tracking limitations: [MEASUREMENT LIMITATIONS]. OBJECTIVE Explain what the campaign taught us and what to change next. INSTRUCTIONS Compare actual results with stated targets and separate delivery issues from messaging, audience, offer, and measurement issues. Check metric definitions and denominators before calculating rates. Identify where channel-level results may overlap or reflect attribution bias. Develop plausible explanations for performance, rank them by supporting evidence, and specify what additional information would distinguish them. Highlight successful elements worth preserving as well as failures. Avoid attributing outcomes to individual team members without evidence. OUTPUT FORMAT Deliver an executive summary, a target-versus-actual table, an evidence-versus-hypothesis section, and five prioritized actions with owners and review dates. Include a reusable learning log and three questions for the retrospective meeting. QUALITY CHECK Avoid fabricated statistics or causal conclusions. Flag assumptions, missing data, and calculations that cannot be completed reliably.