marketing-analyticslisted

# Marketing Analytics ## When This Skill Applies - Building marketing KPI dashboards - Analyzing channel performance and attribution - Measuring campaign ROI and ROAS - Creating marketing forecasts and projections - Benchmarking performance against industry standards ## Core Guidance ### 1. Analytics Process ``` Define KPIs -> Instrument Tracking -> Collect Data -> Analyze Performance -> Attribute Results -> Generate Insights -> Recommend Actions -> Forecast ``` ### 2. Marketing Metrics Hierarchy ``` Level 1 (Business): Revenue, Profit, Market Share | Level 2 (Marketing): CAC, LTV, LTV:CAC, Marketing ROI | Level 3 (Channel): Channel ROAS, Channel CAC, Channel CVR | Level 4 (Campaign): Campaign CPA, Campaign CTR, Campaign Revenue | Level 5 (Tactical): Ad CTR, Email Open Rate, Page Bounce Rate ``` ### 3. Channel Performance Framework | Channel | Key Metrics | Benchmarks | Attribution Role | |---------|-----------|-----------|-----------------| | Organic Search | Traffic, rankings, conversions | 2-5% CVR | Awareness + Conversion | | Paid Search | CPC, CTR, ROAS, quality score | 3-5% CTR | Conversion | | Social Organic | Engagement, reach, followers | 1-3% engagement | Awareness | | Social Paid | CPM, CPC, CPA, ROAS | $5-$15 CPM | Awareness + Conversion | | Email | Open rate, CTR, revenue per email | 20-30% open | Nurture + Conversion | | Content | Traffic, time on page, leads | 2-5% CTR | Awareness + Nurture | | Referral | Referral traffic, CVR | 3-7% CVR | Conver