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技能 市场营销 营销分析与归因建模

营销分析与归因建模

v20260310
analytics-attribution
专注于营销绩效衡量、归因模型构建和投资回报率（ROI）分析。适用于搭建详细的营销效果追踪系统、分析各个渠道的转化表现，以及生成包含CAC、LTV等关键指标的商业报告，实现数据驱动决策。
营销 分析 归因 ROI LTV 报告 关键指标 追踪
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概览

Analytics & Attribution

Performance measurement and attribution modeling for data-driven marketing decisions.

Language & Quality Standards

CRITICAL: Respond in the same language the user is using. If Vietnamese, respond in Vietnamese. If Spanish, respond in Spanish.

Standards: Token efficiency, sacrifice grammar for concision, list unresolved questions at end.

When to Use This Skill

Apply analytics expertise when:

  • Setting up marketing tracking and measurement
  • Analyzing campaign or channel performance
  • Building attribution models
  • Creating dashboards and reports
  • Calculating marketing ROI and CAC/LTV
  • Troubleshooting data discrepancies

Core Concepts

Analytics Framework

Dimensions (What you're measuring by):

  • Channel, campaign, source/medium
  • Device, geography, time period
  • Audience segment, persona
  • Content type, landing page

Metrics (What you're measuring):

  • Traffic: Sessions, users, pageviews
  • Engagement: Time on site, bounce rate, pages/session
  • Conversion: Goal completions, conversion rate
  • Revenue: Transaction value, ROAS, ROI
  • Cost: CPC, CPL, CAC

Key Marketing Reports

Report Questions Answered Frequency
Acquisition Where do visitors come from? Weekly
Behavior What do they do on site? Weekly
Conversion Do they complete goals? Daily
Attribution What drove the conversion? Monthly
Funnel Where do they drop off? Weekly
Cohort How do segments perform over time? Monthly

Attribution Models

Model Credit Distribution Best For
Last Click 100% to final touchpoint Short cycles, direct response
First Click 100% to first touchpoint Brand awareness, TOFU
Linear Equal across all Understanding full journey
Time Decay More to recent touches Long sales cycles
Position-Based 40/20/40 first-mid-last Balanced view
Data-Driven ML-based distribution High volume, mature programs

Marketing KPIs by Funnel Stage

TOFU (Awareness)

  • Impressions, reach, traffic
  • CPM, cost per visitor
  • Brand search volume

MOFU (Consideration)

  • Leads, MQLs, engagement
  • CPL, cost per MQL
  • Content downloads, webinar registrations

BOFU (Decision)

  • SQLs, opportunities, customers
  • CAC, cost per opportunity
  • Demo requests, trial signups

Retention

  • NPS, retention rate, churn
  • LTV, expansion revenue
  • Referrals, advocacy

Best Practices

Setup Excellence

  1. UTM Discipline: Consistent naming convention across all campaigns
  2. Goal Hierarchy: Primary conversions > secondary > micro-conversions
  3. Cross-Domain Tracking: Proper setup for checkout/payment flows
  4. Event Taxonomy: Clear naming for custom events

Reporting Excellence

  1. Context Always: Never report numbers without comparison (vs target, vs previous)
  2. Action-Oriented: Every insight should suggest an action
  3. Visualization: Use appropriate chart types (trends=line, comparison=bar)
  4. Segmentation: Break down by meaningful dimensions

Attribution Excellence

  1. Window Matching: Attribution window matches sales cycle
  2. Model Selection: Choose model based on marketing maturity
  3. Multi-Touch Visibility: Track full journey, not just last touch
  4. Offline Integration: Include phone, events, direct sales

Agent Integration

Agent How They Use This Skill
researcher Compiling performance data, competitive benchmarks
lead-qualifier Funnel conversion analysis, lead source quality
planner Budget allocation based on channel ROI
project-manager Campaign performance tracking

Anti-Patterns to Avoid

Anti-Pattern Why It's Wrong Do This Instead
Vanity metrics only Impressions ≠ impact Focus on conversion metrics
Last-click bias Ignores awareness touchpoints Use multi-touch attribution
No control groups Can't prove causation A/B test when possible
Siloed data Missing full picture Integrate CRM + analytics
Report without action Wastes time and attention Include recommendations

Workflow Integration

  • crm-workflow.md - Lead stage definitions, scoring thresholds
  • sales-workflow.md - SQL criteria, deal velocity metrics

Related Commands

  • /report/weekly - Weekly performance report
  • /report/monthly - Monthly strategic report
  • /checklist/analytics-monthly - Monthly analytics review
  • /analytics/roi - Campaign ROI calculation
  • /analytics/funnel - Funnel performance analysis

References

  • references/google-analytics.md - GA4 setup and usage
  • references/search-console.md - SEO performance tracking
  • references/attribution-models.md - Attribution deep dive
  • references/dashboards.md - Reporting best practices
  • references/reporting-templates.md - Client-ready report templates
信息
Category 市场营销
Name analytics-attribution
版本 v20260310
大小 13.04KB
Source aitytech/agentkits-marketing
更新时间 2026-05-13
语言
简体中文
English