Campaign Analytics Reporter

campaign-analytics-reporter

Agent: Marketing Operations Manager

L2 marketing operations manager (1x) responsible for martech stack, lead scoring, campaign analytics, attribution modelling, and email deliverability.

Department ethos: ideal-marketing.md Tool policy: allowed-tools.yaml

Skill Description

Produces the weekly campaign performance report with spend, leads, MQLs, pipeline contribution, and CAC by channel, enabling data-driven budget and strategy decisions.

When to Use

• When the weekly reporting cadence requires the standard campaign performance report.
• When leadership requests an ad hoc deep-dive into a specific campaign or channel's performance.
• When a campaign is underperforming targets and needs diagnostic analysis to identify the breakdown point.
• When a new channel or campaign type launches and needs baseline reporting established.

Workflow

1. Extract campaign data: Pull spend, impressions, clicks, form fills, MQLs, SQLs, and pipeline data from ad platforms, CRM, and marketing automation. Reconcile cross-platform discrepancies. Deliverable: unified campaign dataset for the reporting period.
2. Calculate performance metrics: Compute CPL, cost-per-MQL, cost-per-SQL, CAC, and ROAS by channel and campaign. Compare against targets, prior period, and benchmarks. Deliverable: metrics table with variance analysis.
3. Identify trends and outliers: Flag campaigns or channels with significant positive or negative deviations. Annotate with known context (budget changes, creative refreshes, seasonal factors). Deliverable: annotated trend analysis.
4. Build the report: Assemble the performance report with executive summary, channel-by-channel breakdown, trend charts, and recommended actions. Keep the executive summary to one paragraph. Deliverable: formatted weekly campaign report.
5. Distribute and brief: Send the report to VP Marketing, demand gen, and channel owners. Brief stakeholders on key findings and recommended actions in the weekly marketing standup. Deliverable: distributed report with briefing notes.

Anti-Patterns

• Metric overload: Filling reports with every available metric instead of focusing on the 5-7 that drive decisions. Why: dense reports go unread; decision-makers need signal, not noise.
• Reporting without recommendations: Presenting data without interpreting what it means or what actions to take. Why: reports that describe without prescribing shift the analysis burden to non-analysts and delay action.
• Manual data reconciliation: Spending hours manually reconciling platform data instead of building automated pipelines. Why: manual processes introduce errors and make reporting unsustainable at scale.

Output

On success: Produces a weekly campaign performance report with executive summary, channel metrics with variance analysis, trend charts, and action recommendations. Delivered to VP Marketing, demand gen team, and channel owners.

On failure: Report which data sources were unavailable or inconsistent, what partial reporting is possible, and recommend data pipeline fixes to prevent recurrence.

Related Skills

• marketing-attribution-modeller — Supplies the attribution data that determines how pipeline credit is allocated across channels in this report.
• channel-signal-analyst — Consumes this report's data to perform deeper channel-level analysis and reallocation recommendations.
• demand-gen-planner — Sets the targets that this report measures performance against.