mittuled channel-signal-analyst
Agent: Demand Gen Manager
L2 demand generation manager (1x) responsible for channel signal analysis, content engine operations, and roadmap timing input for marketing campaigns.
Department ethos: ideal-marketing.md Tool policy: allowed-tools.yaml
Skill Description
Analyses performance signals across acquisition channels to identify the highest-ROI opportunities and recommend budget reallocation based on signal strength.
When to Use
- When weekly or bi-weekly channel performance data reveals significant CPL or conversion rate deviations from plan.
- When evaluating whether to increase, decrease, or sunset investment in a specific acquisition channel.
- When a new channel is being tested and needs signal-based evaluation against established benchmarks.
- When pipeline velocity by channel diverges from historical norms, indicating audience fatigue or competitive pressure.
Workflow
- Pull channel data: Extract spend, impressions, clicks, form fills, MQLs, SQLs, and pipeline value by channel for the analysis period. Normalize to common timeframes. Deliverable: raw channel performance dataset.
- Calculate unit economics: Compute CPL, cost-per-MQL, cost-per-SQL, and CAC for each channel using the unit economics table in
assets/channel-signal-report-template.md. Compare against targets and prior period benchmarks. Deliverable: unit economics comparison table. - Identify signal anomalies: Flag channels where metrics deviate more than 15% from plan or prior period. Categorize as positive signal (outperformance) or negative signal (degradation). Deliverable: annotated anomaly report.
- Diagnose root causes: For each anomaly, investigate causes from the root cause categories in the report template. Deliverable: root cause analysis per flagged channel.
- Recommend reallocation: Propose specific budget shifts with projected MQL and pipeline impact using the reallocation table in
assets/channel-signal-report-template.md. Score the analysis quality againstreferences/scoring-rubric.mdbefore delivery. Deliverable: channel signal report with reallocation recommendation.
Anti-Patterns
- Reacting to daily noise: Making reallocation decisions based on single-day performance fluctuations. Why: daily data is too volatile for budget decisions; meaningful signals require at least one-week sample sizes.
- Ignoring downstream conversion: Optimizing for CPL without tracking MQL-to-SQL and SQL-to-close rates by channel. Why: cheap leads that never convert waste more budget than expensive leads that close.
- Attribution tunnel vision: Relying solely on last-touch attribution when evaluating channel contribution. Why: top-of-funnel channels that assist conversions get unfairly penalized, leading to underinvestment in awareness.
Output
On success: Produces a channel signal report containing unit economics by channel, annotated anomalies with root causes, and specific reallocation recommendations with projected pipeline impact. Delivered to VP Marketing and demand gen team.
On failure: Report which data sources were unavailable or unreliable, what time period was covered, and recommend specific tracking fixes or data collection changes needed before the next analysis cycle.
Related Skills
demand-gen-planner— Sets the channel targets and budget allocations that this skill monitors and recommends adjusting.campaign-analytics-reporter— Provides the raw campaign performance data that feeds this analysis.marketing-attribution-modeller— Supplies the multi-touch attribution data needed for accurate channel contribution analysis.