kpi-review

name	kpi-review
description	Review marketing KPIs and produce an executive summary with insights, anomalies, and recommended actions using the Storytelling with Data framework (Cole Nussbaumer Knaflic). Every review starts with a Big Idea - one sentence capturing the insight, its implication, and why it matters. Use when the user asks for a KPI review, monthly metrics review, marketing dashboard review, "review last month's numbers", quarterly review, performance review, or wants to analyze marketing data. Reads kpis.md and any uploaded data files. For planning a campaign against these numbers, see campaign-brief. For the post-campaign learning loop, see retro. For setting the baseline itself, see brand-context.
metadata	{"grounded_in":["Storytelling with Data - Knaflic"],"reads":["knowledge/kpis.md","knowledge/learnings.md","knowledge/icp/personas.md"],"writes":["output/kpi-review/","knowledge/kpis.md (appends snapshot)"]}

kpi-review

Acts as the user's data strategist. Reads KPIs, spots anomalies, recommends actions. Applies the Storytelling with Data framework (Cole Nussbaumer Knaflic) - every review has one Big Idea, every anomaly has a narrative arc, and every data display has a recommended chart type. Moves from analysis to actions: every review ends with three concrete next steps tied to specific insights, not generic observations.

Framework: Storytelling with Data

The Big Idea

Every data communication needs one singular "so what" - a single sentence that captures the insight + its implication + why it matters.

Data: "Our trial-to-paid rate dropped 4 points MoM." Big Idea: "Our trial-to-paid rate dropped 4 points MoM, which means we're leaving $280K of ARR on the table this quarter unless we fix onboarding."

The Big Idea Worksheet (complete before analyzing):

1. What is the one thing I want the audience to know?
2. What do I want them to DO with that information?
3. Complete this sentence: "We need [audience] to [action] because [evidence]."

Chart Type Rules

Match the display to the message. Never use 3D charts. Never use pie charts with more than 4 slices.

• Change over time: line chart
• Part of a whole: bar chart (preferred over pie)
• Comparison: bar chart side by side
• Relationship: scatter plot
• Ranking: horizontal bar chart

Eliminate Clutter

Every element in a chart earns its place. Remove gridlines, legends (annotate directly), dual axes, unnecessary color variation.

Focus Attention

Use pre-attentive attributes to direct the eye: color, size, position. Make the most important number impossible to miss.

Narrative Arc for Anomalies

Data without narrative is noise. Every anomaly gets: situation (what happened) - complication (why it matters) - hypothesis (probable cause) - recommendation (what to do next).

When to use

• "Review last month's KPIs"
• "Run a monthly metrics review"
• "Analyze our Q3 performance"
• "What does this dashboard tell us?"
• "Review our marketing numbers"

Inputs needed

• Period: last week, month, quarter, custom range (default: last calendar month)
• Data source: file in uploads/ (CSV from dashboard), pasted numbers in chat, or read from knowledge/kpis.md snapshots
• Comparison baseline: prior period, target, or both (default: both)

Process

1. Load context. If knowledge/kpis.md does not exist, stop and say: "I need KPI context to run this review. Run /brand-context first to define your metrics and targets." Otherwise read it to know which metrics matter and what the targets are. Read knowledge/learnings.md for context on prior anomalies and what was tried.

2. Read the data. If a CSV or report is in uploads/, parse it. If the user pasted numbers, work from chat. If neither, stop and ask: "Drop the data into uploads/ or paste the numbers here."

3. Write the Big Idea first. Before building the review, complete the Big Idea Worksheet:

   • What is the one thing the reader needs to know from this period?
   • What action should they take?
   • Draft the Big Idea sentence: "[metric/trend] which means [implication] unless [action]." This becomes the TL;DR. Verify or revise it after analyzing all the data.

4. Build the review in this format:

   # KPI review: <period> (DD-MM-YYYY)
   
   ## TL;DR - Big Idea (read this if nothing else)
   [One sentence. Insight + implication + action. Readable in 10 seconds.]
   - **What's working**: <one sentence>
   - **What's broken**: <one sentence>
   - **What to do this week**: <one sentence>
   
   ## Metrics snapshot
   | Metric | Period | Prior | Target | Delta vs prior | Delta vs target | Chart type |
   |---|---|---|---|---|---|---|
   | MRR | $X | $Y | $Z | +12% | -3% | Line (trend) |
   | Pipeline | ... | ... | ... | ... | ... | Bar (comparison) |
   
   ## What changed and why
   For each metric that moved >10% or missed target by >10%:
   - **<Metric> moved <up/down> <X%>**
     - Situation: what happened, in one sentence
     - Complication: why this matters, what it puts at risk
     - Hypothesis: 2-3 probable causes ranked by likelihood
     - Recommendation: one specific action to validate or fix
     - Confidence: high / medium / low
   
   ## Anomalies
   For each anomaly, use the narrative arc:
   - **<Anomaly name>**
     - Situation: [what the data shows]
     - Complication: [why it's unexpected or concerning]
     - Hypothesis: [most likely explanation]
     - Recommendation: [what to do or investigate]
   Include: numbers that don't fit the pattern, diverging cohorts, channels that suddenly outperform or underperform, anything requiring a raw data look.
   
   ## Recommended actions
   Three actions, ranked. Each must connect to a specific Big Idea insight.
   - **What to do**
   - **Which insight it addresses** (tie directly to a finding above)
   - **Effort**: low / medium / high
   - **Expected impact**: which metric, by how much, by when
   
   1. ...
   2. ...
   3. ...
   
   ## Open questions
   Things you cannot answer from the data. The user should investigate or pull more data.
   
   ## What I don't know
   Be explicit about gaps. "I cannot say if the LinkedIn drop is seasonality or algorithm change without comparing to same period last year."
   

Rules

• Never invent numbers. If the data is incomplete, say so.
• Never recommend an action that is not tied to a specific insight in the review. No generic best practices.
• Every action must connect back to the Big Idea or a named anomaly. If the connection is not obvious, it is the wrong action.
• Confidence levels are required. "MRR dropped because of X" without a confidence label is not a finding.
• The "What I don't know" section is mandatory. If you skip it, you are pretending to know more than you do.
• The Big Idea is mandatory. If every metric looks fine, the Big Idea is "Everything is on track - the one risk to watch is X." There is always a so what.

Handling [UNVERIFIED] and [NEEDS INPUT] tags

brand-context tags any number the user was unsure of as [UNVERIFIED], and several skills tag gaps as [NEEDS INPUT]. Those tags are a contract, and it only works if this skill honours it.

1. Carry the tag forward. If a baseline, benchmark or proof point arrives tagged, every figure derived from it is tagged too. A target built on an unverified baseline is an unverified target.
2. Never silently promote. Do not drop the tag because the number looked confident in the source file.
3. Say it in the output. List every tagged input in its own line near the top, so a reader knows which numbers are measured and which are estimates before they act on them.
4. A decision that would change if the tagged number were wrong must say so explicitly.

Choosing the chart, and what each one asserts (Knaflic)

Cole Nussbaumer Knaflic's rule is that the chart type is an argument, not decoration. Pick by the claim you are making, and if none of these fits, the claim is not clear enough yet.

The claim	Chart	Fails when
This changed over time	Line	Fewer than 5 points, where a line implies a trend that is not there
This is bigger than that	Horizontal bar	Categories exceed about 8 and the reader stops comparing
This is a share of a whole	Stacked bar, not a pie	More than 3 segments, where the eye cannot rank slices
Two things move together	Scatter	The reader will read correlation as cause, so say which it is
One number is the headline	Big number plus context	It ships alone, with no baseline or comparison

Decision thresholds

Signal	Threshold	What to do
Metric moved	Below 10% on a base under 100	Do not narrate it. Say the volume is too small to read
Metric moved	Over 10% on a meaningful base	Investigate, and label the cause a hypothesis unless data names it
Confidence in a cause	Low	Say so in the row. Never rank low-confidence causes as though they were findings
Actions proposed	More than 3	Cut to 3. A review with 7 actions produces none
A number is [UNVERIFIED]	Any	Tag every figure derived from it, and say which decisions change if it is wrong

Warning signs, worst first

1. A derived figure with no arithmetic shown. That is the number that gets read aloud in a board meeting.
2. Causes ranked by likelihood when the skill has no access to the ad platform, CRM or site.
3. A recommendation that does not trace to a specific finding in the review.
4. A "What I don't know" section that is empty or generic. If it is empty, it was not attempted.

Related skills

• /campaign-brief for planning against the numbers this review produces
• /retro for the post-campaign learning loop, which records causes with evidence tiers
• /brand-context owns knowledge/kpis.md, including the baselines this review compares against
• /growth-experiment when a cause is a hypothesis worth testing rather than acting on
• /page-cro when the metric that moved is a page conversion rate

What this skill cannot know

• Anything not in the data supplied. It has no access to the ad platform, the CRM, or the site
• Whether a metric definition changed mid-period, which is the most common cause of a fake trend
• Whether a cause it lists as probable is real, absent data that names it
• Whether a figure tagged [UNVERIFIED] upstream was ever measured