analytics-marketing
starsforks
How to install analytics-marketing?
nguyenphp/antigravity-marketing/analytics-marketing
$npx -y skills add nguyenphp/antigravity-marketing --skill analytics-marketingMarketing analytics, attribution models, KPI tracking, dashboards, and data-driven decision making.
SKILL.md
| 1 | # Marketing Analytics |
| 2 | |
| 3 | > Transform data into actionable marketing insights. |
| 4 | |
| 5 | --- |
| 6 | |
| 7 | ## 1. Analytics Framework |
| 8 | |
| 9 | | Layer | Focus | Tools | |
| 10 | |-------|-------|-------| |
| 11 | | **Collection** | Tracking, tagging | GA4, GTM, Segment | |
| 12 | | **Storage** | Data warehouse | BigQuery, Snowflake | |
| 13 | | **Analysis** | Insights, patterns | Looker, Tableau | |
| 14 | | **Action** | Optimization | A/B tools, personalization | |
| 15 | |
| 16 | --- |
| 17 | |
| 18 | ## 2. Key Marketing Metrics |
| 19 | |
| 20 | ### Acquisition Metrics |
| 21 | |
| 22 | | Metric | Formula | Benchmark | |
| 23 | |--------|---------|-----------| |
| 24 | | **CAC** | Total acquisition cost / New customers | Industry varies | |
| 25 | | **CPL** | Ad spend / Leads generated | $5-$50 B2B | |
| 26 | | **CPC** | Ad spend / Clicks | $1-$5 avg | |
| 27 | | **CPM** | (Ad spend / Impressions) × 1000 | $5-$15 avg | |
| 28 | |
| 29 | ### Engagement Metrics |
| 30 | |
| 31 | | Metric | Formula | Good | |
| 32 | |--------|---------|------| |
| 33 | | **Bounce rate** | Single-page sessions / Total sessions | < 40% | |
| 34 | | **Pages/session** | Pageviews / Sessions | > 2 | |
| 35 | | **Avg session duration** | Total duration / Sessions | > 2 min | |
| 36 | | **Engagement rate** | Engaged sessions / Total sessions | > 50% | |
| 37 | |
| 38 | ### Conversion Metrics |
| 39 | |
| 40 | | Metric | Formula | Good | |
| 41 | |--------|---------|------| |
| 42 | | **Conversion rate** | Conversions / Visitors | 2-5% | |
| 43 | | **Lead-to-customer** | Customers / Leads | 10-20% | |
| 44 | | **Cart abandonment** | Abandonments / Carts created | < 70% | |
| 45 | | **Checkout abandonment** | Abandonments / Checkouts started | < 50% | |
| 46 | |
| 47 | ### Revenue Metrics |
| 48 | |
| 49 | | Metric | Formula | |
| 50 | |--------|---------| |
| 51 | | **LTV** | ARPU × Customer lifetime | |
| 52 | | **LTV:CAC** | LTV / CAC (target > 3:1) | |
| 53 | | **ROAS** | Revenue / Ad spend | |
| 54 | | **MER** | Revenue / Total marketing spend | |
| 55 | |
| 56 | --- |
| 57 | |
| 58 | ## 3. Attribution Models |
| 59 | |
| 60 | ### Common Models |
| 61 | |
| 62 | | Model | How It Works | Best For | |
| 63 | |-------|--------------|----------| |
| 64 | | **Last click** | 100% to final touchpoint | Direct response | |
| 65 | | **First click** | 100% to first touchpoint | Awareness | |
| 66 | | **Linear** | Equal across all touchpoints | Long cycles | |
| 67 | | **Time decay** | More weight to recent | B2B | |
| 68 | | **Position-based** | 40-20-40 first/mid/last | Balanced | |
| 69 | | **Data-driven** | ML-based allocation | High volume | |
| 70 | |
| 71 | ### Multi-Touch Attribution |
| 72 | |
| 73 | | Stage | Touchpoint Credit | |
| 74 | |-------|-------------------| |
| 75 | | **Awareness** | First-touch heavy | |
| 76 | | **Consideration** | Mid-touch matters | |
| 77 | | **Decision** | Last-touch heavy | |
| 78 | |
| 79 | --- |
| 80 | |
| 81 | ## 4. Google Analytics 4 (GA4) |
| 82 | |
| 83 | ### Key Differences from UA |
| 84 | |
| 85 | | UA | GA4 | |
| 86 | |----|-----| |
| 87 | | Sessions | Events | |
| 88 | | Bounce rate | Engagement rate | |
| 89 | | Goals | Conversions | |
| 90 | | Views | Data streams | |
| 91 | |
| 92 | ### Essential Events |
| 93 | |
| 94 | | Event | Purpose | |
| 95 | |-------|---------| |
| 96 | | **page_view** | Page tracking | |
| 97 | | **purchase** | Revenue tracking | |
| 98 | | **generate_lead** | Lead capture | |
| 99 | | **sign_up** | Registration | |
| 100 | | **begin_checkout** | Funnel start | |
| 101 | | **add_to_cart** | E-commerce | |
| 102 | |
| 103 | ### Custom Dimensions |
| 104 | |
| 105 | | Dimension | Use Case | |
| 106 | |-----------|----------| |
| 107 | | **user_id** | Cross-device | |
| 108 | | **membership_tier** | Segmentation | |
| 109 | | **content_group** | Content analysis | |
| 110 | | **experiment_id** | A/B testing | |
| 111 | |
| 112 | --- |
| 113 | |
| 114 | ## 5. Dashboard Design |
| 115 | |
| 116 | ### Marketing Dashboard Structure |
| 117 | |
| 118 | | Section | Metrics | |
| 119 | |---------|---------| |
| 120 | | **Overview** | Revenue, sessions, conversions | |
| 121 | | **Acquisition** | Traffic sources, CAC, new users | |
| 122 | | **Engagement** | Bounce rate, time on site | |
| 123 | | **Conversion** | Conversion rate, funnel | |
| 124 | | **Revenue** | ROAS, LTV, AOV | |
| 125 | |
| 126 | ### Visualization Best Practices |
| 127 | |
| 128 | | Metric Type | Best Visual | |
| 129 | |-------------|-------------| |
| 130 | | **Trend over time** | Line chart | |
| 131 | | **Comparison** | Bar chart | |
| 132 | | **Composition** | Pie/stacked bar | |
| 133 | | **Distribution** | Histogram | |
| 134 | | **Relationship** | Scatter plot | |
| 135 | | **KPIs** | Big numbers | |
| 136 | |
| 137 | --- |
| 138 | |
| 139 | ## 6. Funnel Analysis |
| 140 | |
| 141 | ### Standard Marketing Funnel |
| 142 | |
| 143 | | Stage | Metrics | |
| 144 | |-------|---------| |
| 145 | | **Awareness** | Impressions, reach | |
| 146 | | **Interest** | Clicks, site visits | |
| 147 | | **Consideration** | Lead form starts, cart adds | |
| 148 | | **Intent** | Form completions, checkouts | |
| 149 | | **Purchase** | Transactions, revenue | |
| 150 | | **Loyalty** | Repeat purchases, referrals | |
| 151 | |
| 152 | ### Funnel Metrics |
| 153 | |
| 154 | | Metric | Formula | |
| 155 | |--------|---------| |
| 156 | | **Stage conversion** | Next stage / Current stage | |
| 157 | | **Overall conversion** | Final stage / First stage | |
| 158 | | **Drop-off rate** | 1 - Stage conversion | |
| 159 | | **Funnel velocity** | Avg time between stages | |
| 160 | |
| 161 | --- |
| 162 | |
| 163 | ## 7. Cohort Analysis |
| 164 | |
| 165 | ### Cohort Types |
| 166 | |
| 167 | | Type | Example | |
| 168 | |------|---------| |
| 169 | | **Acquisition** | Users by signup month | |
| 170 | | **Behavioral** | Users by first action | |
| 171 | | **Demographic** | Users by segment | |
| 172 | |
| 173 | ### Retention Cohort Table |
| 174 | |
| 175 | | Cohort | Week 0 | Week 1 | Week 2 | Week 3 | |
| 176 | |--------|--------|--------|--------|--------| |
| 177 | | Jan W1 | 100% | 45% | 30% | 25% | |
| 178 | | Jan W2 | 100% | 42% | 28% | 22% | |
| 179 | | Jan W3 | 100% | 48% | 32% | 27% | |
| 180 | |
| 181 | --- |
| 182 | |
| 183 | ## 8. Marketing Mix Modeling (MMM) |
| 184 | |
| 185 | ### Purpose |
| 186 | |
| 187 | - Measure channel effectiveness |
| 188 | - Optimize budget allocatio |
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