Agent-Skills.md

Agent Skills: Performance Analytics Skill

Analyze marketing performance with key metrics, trend analysis, and optimization

UncategorizedID: vamseeachanta/workspace-hub/performance-analytics

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vamseeachanta/workspace-hub
vamseeachanta
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pnpm dlx add-skill https://github.com/vamseeachanta/workspace-hub/tree/HEAD/.claude/skills/business/marketing/performance-analytics

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.claude/skills/business/marketing/performance-analytics/SKILL.md

Skill Metadata

Name
performance-analytics
Description
Analyze marketing performance with key metrics, trend analysis, and optimization

Performance Analytics Skill

Frameworks for measuring, reporting, and optimizing marketing performance across channels and campaigns.

Key Marketing Metrics by Channel

Email Marketing

| Metric | Definition | Benchmark Range | |--------|-----------|----------------| | Delivery rate | Emails delivered / emails sent | 95-99% | | Open rate | Unique opens / emails delivered | 15-30% | | Click-through rate (CTR) | Unique clicks / emails delivered | 2-5% | | Click-to-open rate (CTOR) | Unique clicks / unique opens | 10-20% | | Unsubscribe rate | Unsubscribes / emails delivered | <0.5% | | Conversion rate | Conversions / emails delivered | 1-5% |

Paid Advertising (Search and Social)

| Metric | Definition | |--------|-----------| | Click-through rate (CTR) | Clicks / impressions | | Cost per click (CPC) | Total spend / clicks | | Conversion rate | Conversions / clicks | | Cost per acquisition (CPA) | Total spend / conversions | | Return on ad spend (ROAS) | Revenue / ad spend | | Quality Score (search) | Google's relevance rating (1-10) |

SEO / Organic Search

| Metric | Definition | |--------|-----------| | Organic sessions | Visits from organic search | | Keyword rankings | Position for target keywords | | Organic CTR | Clicks / impressions in search results | | Domain authority | Third-party authority score | | Backlinks | Number of external sites linking to you | | Organic conversion rate | Organic conversions / organic sessions |

Overall Marketing / Pipeline

| Metric | Definition | |--------|-----------| | Marketing qualified leads (MQLs) | Leads meeting marketing qualification criteria | | MQL to SQL conversion rate | SQLs / MQLs | | Pipeline generated | Dollar value of opportunities created | | Customer acquisition cost (CAC) | Total marketing + sales cost / new customers | | Marketing-sourced revenue | Revenue from marketing-originated deals |

Reporting Templates

Weekly Marketing Report

  • Top 3 metrics with week-over-week change
  • What worked this week (1-2 bullet points with data)
  • What needs attention (1-2 bullet points with data)
  • This week's priorities (3-5 action items)

Monthly Marketing Report

  1. Executive summary (3-5 sentences)
  2. Key metrics dashboard (table with MoM and target comparison)
  3. Channel-by-channel performance summary
  4. Campaign highlights and results
  5. What worked and what did not (with hypotheses)
  6. Recommendations and next month priorities
  7. Budget spend vs. plan

Trend Analysis and Forecasting

Trend Identification

  1. Directional trends over 4+ periods
  2. Inflection points and what caused them
  3. Seasonality patterns
  4. Anomalies and their causes
  5. Leading indicators

Simple Forecasting Approaches

  • Linear projection: extend the current trend line forward
  • Moving average: smooth noise by averaging last 3-6 periods
  • Year-over-year comparison: use last year's pattern as baseline
  • Funnel math: forecast outputs from inputs
  • Scenario modeling: best case, expected case, worst case

Attribution Modeling Basics

| Model | How It Works | Best For | |-------|-------------|----------| | Last touch | 100% credit to last interaction | Understanding final conversion triggers | | First touch | 100% credit to first interaction | Understanding top-of-funnel effectiveness | | Linear | Equal credit to all touchpoints | Fair representation of all channels | | Time decay | More credit closer to conversion | Balanced view favoring recent interactions | | Position-based (U-shaped) | 40% first, 40% last, 20% middle | Valuing both discovery and conversion | | Data-driven | Algorithmic credit | Most accurate (requires high volume) |

Optimization Recommendations Framework

Optimization Levers by Funnel Stage

| Funnel Stage | Problem Signal | Optimization Levers | |-------------|---------------|---------------------| | Awareness | Low impressions, low reach | Budget, targeting, channel mix, creative format | | Interest | Low CTR, low engagement | Ad creative, headlines, content hooks, audience targeting | | Consideration | High bounce rate, low time on page | Landing page content, page speed, content relevance, UX | | Conversion | Low conversion rate | Offer, CTA, form length, trust signals, page layout | | Retention | High churn, low repeat engagement | Onboarding, email nurture, product experience, support |

Prioritization Framework

Priority order:

  1. High impact, low effort (do immediately)
  2. High impact, high effort (plan and resource)
  3. Low impact, low effort (do if capacity allows)
  4. Low impact, high effort (deprioritize)

Testing Best Practices

  • Test one variable at a time
  • Define success metric before launching
  • Calculate required sample size before starting
  • Run tests for minimum one full business cycle
  • Document all tests and results regardless of outcome

Continuous Optimization Cadence

  • Daily: monitor paid campaigns for budget pacing and anomalies
  • Weekly: review channel performance, pause underperformers, scale winners
  • Bi-weekly: refresh ad creative and test new variants
  • Monthly: full performance review, identify new optimization opportunities
  • Quarterly: strategic review of channel mix, budget allocation, and targeting