analytics-marketing

name	analytics-marketing
description	Marketing analytics, attribution models, KPI tracking, dashboards, and data-driven decision making.
allowed-tools	Read, Glob, Grep

Marketing Analytics

Transform data into actionable marketing insights.

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1. Analytics Framework

Layer	Focus	Tools
Collection	Tracking, tagging	GA4, GTM, Segment
Storage	Data warehouse	BigQuery, Snowflake
Analysis	Insights, patterns	Looker, Tableau
Action	Optimization	A/B tools, personalization

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2. Key Marketing Metrics

Acquisition Metrics

Metric	Formula	Benchmark
CAC	Total acquisition cost / New customers	Industry varies
CPL	Ad spend / Leads generated	$5-$50 B2B
CPC	Ad spend / Clicks	$1-$5 avg
CPM	(Ad spend / Impressions) × 1000	$5-$15 avg

Engagement Metrics

Metric	Formula	Good
Bounce rate	Single-page sessions / Total sessions	< 40%
Pages/session	Pageviews / Sessions	> 2
Avg session duration	Total duration / Sessions	> 2 min
Engagement rate	Engaged sessions / Total sessions	> 50%

Conversion Metrics

Metric	Formula	Good
Conversion rate	Conversions / Visitors	2-5%
Lead-to-customer	Customers / Leads	10-20%
Cart abandonment	Abandonments / Carts created	< 70%
Checkout abandonment	Abandonments / Checkouts started	< 50%

Revenue Metrics

Metric	Formula
LTV	ARPU × Customer lifetime
LTV:CAC	LTV / CAC (target > 3:1)
ROAS	Revenue / Ad spend
MER	Revenue / Total marketing spend

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3. Attribution Models

Common Models

Model	How It Works	Best For
Last click	100% to final touchpoint	Direct response
First click	100% to first touchpoint	Awareness
Linear	Equal across all touchpoints	Long cycles
Time decay	More weight to recent	B2B
Position-based	40-20-40 first/mid/last	Balanced
Data-driven	ML-based allocation	High volume

Multi-Touch Attribution

Stage	Touchpoint Credit
Awareness	First-touch heavy
Consideration	Mid-touch matters
Decision	Last-touch heavy

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4. Google Analytics 4 (GA4)

Key Differences from UA

UA	GA4
Sessions	Events
Bounce rate	Engagement rate
Goals	Conversions
Views	Data streams

Essential Events

Event	Purpose
page_view	Page tracking
purchase	Revenue tracking
generate_lead	Lead capture
sign_up	Registration
begin_checkout	Funnel start
add_to_cart	E-commerce

Custom Dimensions

Dimension	Use Case
user_id	Cross-device
membership_tier	Segmentation
content_group	Content analysis
experiment_id	A/B testing

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5. Dashboard Design

Marketing Dashboard Structure

Section	Metrics
Overview	Revenue, sessions, conversions
Acquisition	Traffic sources, CAC, new users
Engagement	Bounce rate, time on site
Conversion	Conversion rate, funnel
Revenue	ROAS, LTV, AOV

Visualization Best Practices

Metric Type	Best Visual
Trend over time	Line chart
Comparison	Bar chart
Composition	Pie/stacked bar
Distribution	Histogram
Relationship	Scatter plot
KPIs	Big numbers

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6. Funnel Analysis

Standard Marketing Funnel

Stage	Metrics
Awareness	Impressions, reach
Interest	Clicks, site visits
Consideration	Lead form starts, cart adds
Intent	Form completions, checkouts
Purchase	Transactions, revenue
Loyalty	Repeat purchases, referrals

Funnel Metrics

Metric	Formula
Stage conversion	Next stage / Current stage
Overall conversion	Final stage / First stage
Drop-off rate	1 - Stage conversion
Funnel velocity	Avg time between stages

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7. Cohort Analysis

Cohort Types

Type	Example
Acquisition	Users by signup month
Behavioral	Users by first action
Demographic	Users by segment

Retention Cohort Table

Cohort	Week 0	Week 1	Week 2	Week 3
Jan W1	100%	45%	30%	25%
Jan W2	100%	42%	28%	22%
Jan W3	100%	48%	32%	27%

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8. Marketing Mix Modeling (MMM)

Purpose

• Measure channel effectiveness
• Optimize budget allocation
• Account for external factors

Variables

Type	Examples
Media	TV, digital, OOH
Base	Brand, distribution
External	Seasonality, economy
Competition	Competitor activity

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9. A/B Test Analysis

Statistical Significance

Sample	Min Detectable Effect
1,000	20%+
10,000	5-10%
100,000	2-5%

Test Metrics

Metric	Purpose
Conversion rate	Primary metric
Revenue/user	Revenue impact
Confidence	Statistical validity
P-value	< 0.05 for significance

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10. Reporting Cadence

Report Types

Report	Frequency	Audience
Real-time	Live	Operations
Daily	Every day	Marketing team
Weekly	Every week	Marketing leads
Monthly	Every month	Leadership
Quarterly	Every quarter	Executive

Report Structure

Section	Content
Summary	Key highlights, changes
Performance	Metrics vs goals
Insights	Why it happened
Actions	What to do next

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Remember: Data without action is just noise. Always tie analytics to decisions and outcomes.