BI and Reporting Skill Skill

BI and Reporting Skill

Overview

The BI and Reporting skill provides comprehensive capabilities for business intelligence dashboard development, data visualization, and automated marketing reporting across major BI platforms. This skill enables creation of insightful marketing performance dashboards, custom metric calculations, and automated report distribution.

Capabilities

Looker Dashboard Development

LookML model creation
Explore configuration
Dashboard tile design
Filter and parameter setup
Scheduled delivery configuration
Embedding and API access
User permission management
Data freshness monitoring

Tableau Visualization Creation

Workbook and dashboard design
Calculated field creation
Parameter and filter configuration
Data source connections
Dashboard actions setup
Tableau Server publishing
Subscription configuration
Mobile optimization

Power BI Report Building

Report page design
DAX measure creation
Data model relationships
Slicers and filters
Power BI Service publishing
Workspace management
Row-level security
Dataflow configuration

Google Data Studio (Looker Studio)

Report template creation
Data source configuration
Calculated fields
Date range controls
Filter controls
Chart customization
Report sharing
Scheduled email delivery

Supermetrics Data Connector

Multi-platform data extraction
Query configuration
Scheduled data refresh
Data destination setup
Custom field mapping
API quota management
Error handling
Historical data backfill

Custom Metric Calculations

Blended metrics across sources
Cohort-based calculations
Attribution-weighted metrics
YoY and MoM comparisons
Rolling averages
Benchmark calculations
Goal tracking metrics
Forecast vs actual

Automated Report Scheduling

Daily/weekly/monthly reports
Conditional alerting
Stakeholder distribution lists
Format customization (PDF, CSV, Excel)
Timezone handling
Holiday scheduling
Failure notifications
Report versioning

Data Blending and Joins

Cross-source data blending
Key field matching
Left/right/inner joins
Union operations
Data type harmonization
Null handling
Duplicate management
Performance optimization

Alert Configuration

Threshold-based alerts
Anomaly detection alerts
Trend deviation alerts
Budget pacing alerts
Goal completion alerts
Multi-channel delivery
Escalation rules
Alert history tracking

Usage

Dashboard Configuration

const dashboardConfig = {
  name: 'Marketing Performance Dashboard',
  platform: 'looker-studio',
  dataSources: [
    {
      name: 'Google Analytics 4',
      connector: 'ga4',
      refreshSchedule: 'daily'
    },
    {
      name: 'Google Ads',
      connector: 'google-ads',
      refreshSchedule: 'daily'
    },
    {
      name: 'Meta Ads',
      connector: 'meta-ads',
      refreshSchedule: 'daily'
    },
    {
      name: 'CRM Data',
      connector: 'salesforce',
      refreshSchedule: 'daily'
    }
  ],
  pages: [
    {
      name: 'Executive Summary',
      charts: ['kpi-scorecard', 'trend-chart', 'channel-breakdown']
    },
    {
      name: 'Paid Media',
      charts: ['spend-by-channel', 'roas-trend', 'campaign-table']
    },
    {
      name: 'Organic',
      charts: ['organic-traffic', 'seo-rankings', 'content-performance']
    },
    {
      name: 'Conversion',
      charts: ['funnel-visualization', 'conversion-rate', 'revenue-attribution']
    }
  ],
  filters: [
    {
      name: 'Date Range',
      type: 'date-range',
      default: 'last-30-days'
    },
    {
      name: 'Channel',
      type: 'dropdown',
      allowMultiple: true
    },
    {
      name: 'Campaign',
      type: 'search'
    }
  ]
};

Custom Metric Definitions

const customMetrics = {
  blendedROAS: {
    formula: '(ga4_revenue + offline_revenue) / total_ad_spend',
    dataSources: ['ga4', 'crm', 'google-ads', 'meta-ads'],
    description: 'Blended ROAS including offline conversions'
  },
  customerAcquisitionCost: {
    formula: 'total_marketing_spend / new_customers',
    dataSources: ['all-paid-media', 'crm'],
    description: 'Cost to acquire one new customer'
  },
  marketingEfficiencyRatio: {
    formula: 'total_revenue / total_marketing_spend',
    dataSources: ['crm', 'all-paid-media'],
    description: 'Revenue generated per marketing dollar spent'
  },
  leadToCustomerRate: {
    formula: 'new_customers / marketing_qualified_leads',
    dataSources: ['crm'],
    description: 'Percentage of MQLs that become customers'
  },
  pipelineVelocity: {
    formula: '(opportunities * avg_deal_size * win_rate) / avg_sales_cycle',
    dataSources: ['crm'],
    description: 'Expected revenue flow through pipeline'
  }
};

Automated Report Configuration

const reportSchedule = {
  name: 'Weekly Marketing Report',
  frequency: 'weekly',
  dayOfWeek: 'monday',
  time: '08:00',
  timezone: 'America/New_York',
  recipients: [
    {
      email: 'marketing-team@company.com',
      format: 'pdf'
    },
    {
      email: 'executives@company.com',
      format: 'pdf',
      summaryOnly: true
    },
    {
      email: 'analytics-team@company.com',
      format: 'csv',
      includeRawData: true
    }
  ],
  conditionalSend: {
    enabled: true,
    condition: 'data-updated'
  },
  alerts: {
    onFailure: ['admin@company.com'],
    onDataIssue: ['data-team@company.com']
  }
};

Alert Configuration

const alertConfig = {
  alerts: [
    {
      name: 'Budget Pacing Alert',
      metric: 'daily_spend',
      condition: 'exceeds',
      threshold: 'daily_budget * 1.1',
      frequency: 'realtime',
      channels: ['email', 'slack']
    },
    {
      name: 'ROAS Drop Alert',
      metric: 'roas_7day',
      condition: 'drops_below',
      threshold: 2.0,
      comparedTo: 'previous_period',
      frequency: 'daily',
      channels: ['email']
    },
    {
      name: 'Conversion Anomaly',
      metric: 'conversions',
      condition: 'anomaly_detected',
      sensitivity: 'high',
      frequency: 'hourly',
      channels: ['slack']
    },
    {
      name: 'Monthly Goal Tracking',
      metric: 'monthly_revenue',
      condition: 'pacing_below',
      threshold: 0.9,
      frequency: 'daily',
      channels: ['email']
    }
  ]
};

Process Integration

This skill integrates with the following digital marketing processes:

| Process | Integration Points | |---------|-------------------| | marketing-performance-dashboard.js | Dashboard creation, metric definitions, automated reporting | | attribution-measurement.js | Attribution visualization, ROI reporting | | competitive-intelligence.js | Competitive benchmarking dashboards |

Best Practices

Data Freshness: Clearly display data refresh timestamps on all dashboards
Metric Definitions: Document all custom metric calculations and data sources
Performance: Optimize queries and use aggregated data for large datasets
Mobile First: Design dashboards to be readable on mobile devices
Consistent Naming: Use standardized naming conventions across all reports
Access Control: Implement appropriate permissions for sensitive data
Version Control: Maintain version history for dashboard changes
Testing: Validate data accuracy before distributing reports
User Training: Provide documentation and training for dashboard users
Feedback Loop: Regularly gather user feedback to improve dashboards

Dashboard Design Principles

Executive Dashboards

Focus on KPIs and high-level trends
Use scorecards and summary visualizations
Include goal progress and benchmarks
Keep interactions minimal
Enable drill-down for interested users

Operational Dashboards

Include detailed performance data
Enable filtering and segmentation
Provide export capabilities
Show real-time or near-real-time data
Include actionable insights

Analyst Dashboards

Allow complex filtering and segmentation
Include raw data access
Enable custom date ranges
Support ad-hoc analysis
Provide data download options

Metrics and KPIs

| Metric | Description | Target | |--------|-------------|--------| | Report Accuracy | Data matches source systems | 100% | | Dashboard Load Time | Time to render dashboard | <5 seconds | | Data Freshness | Time since last update | <24 hours | | User Adoption | Active dashboard users | >80% of stakeholders | | Alert Accuracy | True positive rate for alerts | >95% | | Report Delivery | Successful scheduled deliveries | >99% |

Related Skills

SK-003: Google Analytics 4 (GA4 data integration)
SK-016: CRM Integration (CRM data for reporting)
SK-001: Google Ads Management (paid media data)
SK-002: Meta Ads Management (social data)

Agent Skills: BI and Reporting Skill

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