Marketing Analytics

Marketing Analytics

Performance measurement, reporting, and data-driven optimization.

When to Use

• Campaign performance analysis
• KPI dashboard creation
• Attribution modeling
• ROI calculation
• A/​B test analysis
• Funnel optimization
• Report generation

Core Capabilities

KPI Framework

Load: references/​marketing-kpis.md

Reporting Templates

Load: references/​report-templates.md

Attribution Models

Load: references/​attribution-models.md

Analysis Workflows

Load: references/​analysis-workflows.md

Quick Reference

Core Marketing KPIs:

Reporting Cadence:

• Daily: Spend, impressions, clicks
• Weekly: Conversions, ROI by channel
• Monthly: Full funnel, trends
• Quarterly: Strategic review

Workflow

Campaign Analysis

1. Define success metrics
2. Pull data from sources
3. Calculate key ratios
4. Compare to benchmarks
5. Identify patterns
6. Generate insights
7. Recommend actions

A/​B Test Analysis

1. Check sample size
2. Calculate statistical significance
3. Compare conversion rates
4. Determine winner
5. Document learnings

Report Output

Activate: assets-organizing skill for report file paths

Reports go to assets/​reports/​analytics/ with naming {date}-{report-type}.md

Template: references/​report-templates.md

Reports include:

• Mermaid.js charts (pie, bar, flowchart)
• Prioritized recommendations table
• Actionable next steps with owners

Google Analytics 4 API

Setup

npm install @google-analytics/​admin @google-analytics/​data

Credentials: .claude/​secrets/​ga_service_account.json or google_client_secret.json

Scripts

Quick Usage

# List accounts
node .claude/​skills/​analytics/​scripts/​ga-list-accounts.cjs --summaries

# Run report
node .claude/​skills/​analytics/​scripts/​ga-run-report.cjs \
  --property=PROPERTY_ID \
  --dimensions=country,city \
  --metrics=activeUsers,sessions

API References

• references/​ga-admin-api.md - Admin API (property config)
• references/​ga-data-api.md - Data API (reporting)

Agent Integration

Primary Agents: data-analyst, campaign-manager, growth-specialist

Data Sources: GA4, Ads platforms, CRM, Email tools

Best Practices

1. Track leading indicators, not just lagging
2. Compare apples to apples (same timeframes)
3. Statistical significance before conclusions
4. Attribution ≠ causation
5. Report insights, not just numbers
6. Automate recurring reports