report-generation

context	fork
name	report-generation
description	Executive summaries and data narratives with templates for weekly, monthly, and quarterly cadences. Use when user asks about executive summary, performance recap, weekly digest, monthly rollup, marketing report, 리포트, 성과 보고서, 주간 보고서, 월간 보고서, 성과 리포트 만들어줘, 이번 달 마케팅 보고서 써줘, or 임원 요약 만들어줘.
lang	["en","ko"]
platforms	["claude-code","gemini-cli","codex-cli","cursor"]
level	3
triggers	["report","generate report","analytics report","summary","insights report"]
agents	["code-reviewer","doc-updater"]
tokens	~3K
category	analysis
source_hash	6968f6ed
whenNotToUse	Real-time dashboards, ad-hoc data exploration, or developer log inspection — use data-analysis or observability skills instead when the goal is investigation rather than a structured report deliverable.

Report Generation

When This Skill Applies

• Creating marketing performance reports (weekly/monthly/quarterly)
• Writing executive summaries with actionable insights
• Building data narratives that tell a story
• Designing report templates for recurring use
• Consolidating multi-source data into unified reports

Core Guidance

1. Report Creation Process

Define Audience -> Gather Data -> Structure Report -> Write Narrative -> Add Visualizations -> Add Recommendations -> Review -> Distribute

2. Report Types

Type	Audience	Frequency	Length	Focus
Executive Summary	C-suite	Monthly/Quarterly	1-2 pages	High-level KPIs, strategic insights
Campaign Report	Marketing team	Per campaign	3-5 pages	Campaign performance, learnings
Channel Report	Channel owners	Weekly/Monthly	2-3 pages	Channel-specific metrics
Full Analytics	Marketing leadership	Monthly	5-10 pages	Comprehensive cross-channel analysis
Board Report	Board/Investors	Quarterly	2-3 pages	Growth metrics, market position

3. Report Structure

Standard Report Template

1. EXECUTIVE SUMMARY (10% of report)
   - Key highlights (3-5 bullet points)
   - Overall performance vs targets
   - Critical actions needed

2. KPI SCORECARD (15%)
   - Primary metrics with period-over-period comparison
   - Status indicators (on-track, at-risk, behind)
   - Trend arrows and context

3. DETAILED ANALYSIS (40%)
   - Performance by channel/campaign/segment
   - Trend analysis with explanations
   - Anomaly identification and root causes

4. INSIGHTS (15%)
   - Data-driven findings
   - Pattern identification
   - Correlation analysis

5. RECOMMENDATIONS (15%)
   - Prioritized action items
   - Expected impact of each recommendation
   - Resource requirements

6. APPENDIX (5%)
   - Data sources and methodology
   - Definitions and formulas
   - Raw data tables

4. Executive Summary Framework

The "So What?" Test: Every data point must answer "so what does this mean for the business?"

Component	Content	Length
Bottom Line	Most important takeaway upfront	1-2 sentences
Performance	KPIs vs targets	3-5 bullet points
Wins	What worked and why	2-3 highlights
Concerns	What needs attention	1-2 flags
Actions	Recommended next steps	2-3 priorities

5. Data Narrative Techniques

Technique	When to Use	Example
Lead with insight	Most important finding first	"CAC dropped 23% due to organic growth"
Compare to context	Raw numbers need context	"40% CTR vs 25% industry average"
Explain the why	Don't just state what happened	"Revenue grew because of Q4 campaign launch"
Quantify impact	Make recommendations tangible	"Shifting $5K to email would generate ~200 more leads"
Flag anomalies	Highlight unexpected results	"Unusual traffic spike on Mar 15 from Reddit mention"

6. KPI Scorecard Design

Metric          | Current  | Target   | Delta    | Trend  | Status
----------------|----------|----------|----------|--------|--------
Revenue         | $250K    | $200K    | +25%     | [up]   | ABOVE
CAC             | $85      | $100     | -15%     | [down] | GOOD
LTV:CAC         | 4.2:1    | 3.0:1   | +40%     | [up]   | ABOVE
MQLs            | 1,250    | 1,500   | -17%     | [down] | BELOW
Churn           | 3.2%     | 3.0%    | +0.2pp   | [flat] | AT RISK

Status Rules:

• ABOVE: >10% above target (green)
• ON TRACK: Within +/-10% of target (green)
• AT RISK: 10-20% below target (yellow)
• BELOW: >20% below target (red)

7. Report Distribution Matrix

Audience	Format	Frequency	Delivery
C-suite	1-page PDF	Monthly	Email + meeting
VP Marketing	Full report	Monthly	Dashboard + email
Team leads	Channel reports	Weekly	Slack + dashboard
Stakeholders	Campaign summaries	Per campaign	Email
Board	Investor deck	Quarterly	Meeting + PDF

8. Report Quality Checklist

• Executive summary is self-contained (readable alone)
• All metrics have comparison context (period, target, benchmark)
• Charts and tables are properly labeled
• Insights are actionable, not just descriptive
• Recommendations include expected impact
• Data sources and methodology documented
• Consistent formatting and terminology
• Proofread for accuracy and clarity

Output Template

[REPORT TITLE]
===============
Author:    [agent/team]
Date:      [YYYY-MM-DD]
Audience:  [technical | executive | mixed]
Version:   [draft | final]

EXECUTIVE SUMMARY
─────────────────
[2-3 sentences: what was done, key finding, recommendation]

KEY FINDINGS (audience-adapted)
───────────────────────────────
Technical Language           -> User-Facing Language
-----------------------------   -----------------------------
"Latency P99 increased 40%" -> "Some users experienced slower load times"
"Memory leak in auth module" -> "Login reliability issue identified and fixed"
"API rate limit exceeded"    -> "High demand caused temporary service delays"

[1] [finding in audience-appropriate language]
[2] [finding]
[3] [finding]

DETAILED ANALYSIS
─────────────────
[Section 1 Title]
[Analysis with supporting data]

[Section 2 Title]
[Analysis with supporting data]

ACTION ITEMS
────────────
# | Action                | Owner    | Deadline   | Priority | Status
--|----------------------|----------|------------|----------|--------
1 | [action description] | [person] | [YYYY-MM-DD]| [P1-P3] | [OPEN|DONE]
2 | [action description] | [person] | [YYYY-MM-DD]| [P1-P3] | [OPEN|DONE]

APPENDIX
────────
[Supporting data, raw metrics, methodology notes]

Quick Reference

Report Structure: Executive Summary -> KPI Scorecard -> Analysis -> Insights -> Recommendations -> Appendix "So What?" Test: Every data point must explain business impact Status Rules: ABOVE (>10% above), ON TRACK (+/-10%), AT RISK (10-20% below), BELOW (>20% below)

---

References

• See ${CLAUDE_SKILL_DIR}/references/report-structure-template.md for report structure template
• See ${CLAUDE_SKILL_DIR}/references/kpi-scorecard-design.md for KPI scorecard design

Rationalizations

The following table captures common excuses agents make to skip the rigor of this marketing practice, paired with factual rebuttals.

Excuse	Rebuttal
"Just dump the data, the reader will interpret it."	Raw data dumps force cognitive load and hide the insight; every report must lead with a 3-sentence executive summary.
"Screenshots of dashboards are enough."	Screenshots lose context, annotations, and drill-down; summarize findings in text with the chart as evidence, not the reverse.
"No need for confidence levels on forecasts."	Single-point forecasts masquerade as certainty; always include low/mid/high bands with assumption notes.
"We'll mention caveats in the meeting."	Caveats spoken but not written get lost when the deck is forwarded; data quality notes must live in the report itself.
"Weekly reports can reuse last week's template verbatim."	Static templates hide anomalies; each report must call out delta vs. prior period and flag statistical outliers explicitly.