Marketing Analytics

Set up marketing analytics frameworks that connect marketing activities to business outcomes. Covers attribution, measurement, reporting, and data-driven optimization.

Usage

Provide your marketing channels, tools, current tracking setup, and business goals. The skill delivers:

• Measurement Framework: What to measure at each funnel stage
• Attribution Model: How to credit channels for conversions (first-touch, last-touch, multi-touch, data-driven)
• UTM Strategy: Naming conventions for campaign tracking
• Dashboard Design: Key reports for different stakeholders
• Reporting Templates: Weekly, monthly, quarterly report structures
• Tool Integration: How to connect your analytics stack

Examples

1. Multi-Channel: "Design an analytics framework for a B2B SaaS running Google Ads, LinkedIn Ads, content marketing, and outbound email. Using GA4, HubSpot, and Looker."

1. E-commerce: "Set up marketing analytics for a DTC brand on Shopify. Channels: Facebook Ads, Google Shopping, email, influencer marketing. Need to understand true ROAS per channel."

1. Content ROI: "Create a framework to measure content marketing ROI. We publish 12 blog posts/month and want to connect content to pipeline and revenue."

1. Executive Reporting: "Design a monthly marketing report template for the CEO. They want to see: spend, leads, pipeline, revenue attributed to marketing, and efficiency metrics."

Guidelines

• Start with business goals and work backward to metrics — don't measure everything
• Choose an attribution model that matches your sales cycle (last-touch for short cycles, multi-touch for long)
• Establish a consistent UTM naming convention BEFORE launching campaigns
• Track leading indicators (MQLs, pipeline) alongside lagging indicators (revenue, ROAS)
• Segment data by channel, campaign, audience, and creative to find what actually works
• Report on trends and insights, not just numbers — executives want "so what?" and "now what?"
• Audit tracking quarterly — broken pixels and misconfigured events silently corrupt your data