diegosouzapw 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:
| Category | Metrics |
|---|---|
| Acquisition | CAC, CPL, Traffic |
| Engagement | CTR, Time on Site, Bounce |
| Conversion | CVR, ROAS, Revenue |
| Retention | LTV, Churn, NPS |
Reporting Cadence:
- Daily: Spend, impressions, clicks
- Weekly: Conversions, ROI by channel
- Monthly: Full funnel, trends
- Quarterly: Strategic review
Workflow
Campaign Analysis
- Define success metrics
- Pull data from sources
- Calculate key ratios
- Compare to benchmarks
- Identify patterns
- Generate insights
- Recommend actions
A/B Test Analysis
- Check sample size
- Calculate statistical significance
- Compare conversion rates
- Determine winner
- 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
| Script | Purpose |
|---|---|
scripts/ga-config-loader.cjs |
Load credentials from .claude/secrets |
scripts/ga-list-accounts.cjs |
List GA4 accounts & properties |
scripts/ga-run-report.cjs |
Run custom reports |
scripts/ga-auth-setup.cjs |
OAuth authentication setup |
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
- Track leading indicators, not just lagging
- Compare apples to apples (same timeframes)
- Statistical significance before conclusions
- Attribution ≠ causation
- Report insights, not just numbers
- Automate recurring reports