Marketing Analytics

Marketing Analytics Platform Skill

Overview

The Marketing Analytics Platform skill provides integration with marketing analytics and measurement platforms. This skill enables comprehensive marketing measurement, attribution modeling, and data-driven optimization.

Capabilities

Web Analytics

• Google Analytics 4 implementation
• Adobe Analytics configuration
• Event tracking setup
• Conversion tracking
• User journey analysis

Product Analytics

• Mixpanel event tracking
• Amplitude product analytics
• Feature usage analysis
• User behavior tracking
• Retention analysis

Attribution and Measurement

• Custom attribution modeling
• Multi-touch attribution
• Incrementality testing design
• Cohort analysis
• Customer lifetime value calculation

Advanced Analytics

• Marketing mix modeling (MMM)
• Predictive modeling
• Propensity scoring
• Churn prediction
• Revenue forecasting

Usage

Analytics Configuration

const analyticsConfig = {
  platforms: {
    web: {
      platform: 'GA4',
      propertyId: 'G-XXXXXXXXXX',
      tracking: {
        pageviews: true,
        scrollDepth: true,
        videoEngagement: true,
        downloads: true
      },
      conversions: [
        'lead_form_submission',
        'demo_request',
        'purchase_complete',
        'trial_start'
      ],
      audiences: [
        'high_intent_visitors',
        'trial_users',
        'engaged_blog_readers'
      ]
    },
    product: {
      platform: 'Mixpanel',
      events: [
        'feature_activated',
        'onboarding_completed',
        'subscription_upgraded'
      ],
      userProperties: [
        'plan_type',
        'company_size',
        'activation_date'
      ]
    }
  },
  attribution: {
    model: 'data-driven',
    lookbackWindow: '90-days',
    touchpoints: ['organic', 'paid', 'email', 'social', 'direct']
  },
  reporting: {
    dashboards: ['executive', 'channel-performance', 'conversion-funnel'],
    frequency: ['daily', 'weekly', 'monthly']
  }
};

Process Integration

Best Practices

1. Data Quality First: Ensure accurate tracking implementation
2. Business Alignment: Connect metrics to business outcomes
3. Attribution Transparency: Understand model limitations
4. Privacy Compliance: Respect user consent and privacy
5. Continuous Optimization: Use data to drive improvement

Metrics and KPIs

Related Skills

• SK-014: BI Dashboards (visualization)
• SK-015: Customer Data Platform (data unification)
• SK-019: Media Mix Modeling (MMM)