This is a fascinating read:
https://alp.org.au/media/2046/alp-campa ... w-2019.pdf
I've never read a document of this type. But it's hilarious in its own way. Looking at the summary of findings, they might be improved by further precis, as follows:
Chapter 1: "The ALP ran a bad campaign. It didn't pay attention to internal messaging telling it that the campaign was bad. Bill was a bit of a liability. Scott worked that out and made it a choice of idiot. Our idiot was bigger."
Chapter 2: "The policy platform was an incoherent mess. It pandered to specific interest groups in an unfocused way. It conveyed no compelling argument about why the ALP should be elected."
Chapter 3: "Hubris. Also, nobody noticed - or, frankly, cared, that the LNP had a new leader".
Chapter 4: "Bill wasn't too bad, really, all things considered. A stupid strategy of announcing new spending policies every day clouded the airwaves and created more opportunity for the LNP's new leader (whoever he was) to kick Bill."
Chapter 5: "Queensland hated us a lot. Victoria quite liked us. Poor people in marginal, outer metropolitan seats particularly disliked us. Smart people with good jobs liked us better. We should say something about the Senate, so here's something - it might be a bit of a non sequitur."
Chapter 6: "Our scatter-gun approach to policy confused and bewildered people. There were so many spending plans, people in marginal jobs thought we might break the economy and ruin them. Our climate policy is great - unfortunately, only young voters - who mostly vote for us anyway - and rich old people - who are not our target demographic - liked it. None of the people we needed to get to vote for us liked it. By the way, Clive and Pauline were mean to us."
Chapter 7: "Most of the polling was stuffed. We didn't really pay attention to the bits of internal polling that kept telling us Bill was probably going to lose."
Chapter 8: "Our advertising campaign was useless. We missed the point of having an enhanced digital media capacity, too."
Chapter 9: "Our internal administrative arrangements were dysfunctional."
Chapter 10: "We went 9 chapters without mentioning women. Women are really important. There should be more of them involved in whatever it is that we think we do."
Some of the recommendations are real side-slappers. I particularly liked 6: "Without compromising existing support, Labor should broaden its support base by improving its standing with economically insecure, low-income working families, groups within the Christian community and Australians living in regional and rural Australia."
Enjoy.