digital-marketing-performance

name

digital-marketing-performance

description

Digital marketing e performance marketing operativo. SEO on-page/technical/off-page, SEM Google Ads (Quality Score, bidding strategies, match types), keyword research (volume, KD, intent), content SEO pillar+cluster, E-E-A-T. Email marketing lifecycle (welcome/cart/winback), deliverability (SPF/DKIM/DMARC), automation lead scoring, drip campaigns. Performance advertising: Meta Ads, TikTok, LinkedIn B2B, programmatic DSP/SSP/RTB, retargeting. AARRR pirate metrics, North Star, growth loops, PLG, ICE/RICE experimentation. Content strategy pillar+cluster, CRO A/B testing rigor, funnel TOFU/MOFU/BOFU, attribution multi-touch. Usa per: "fare SEO", "ottimizzare Google Ads", "email marketing automation", "growth hacking", "A/B test", "ROAS benchmark", "Meta Ads strategy", "landing page CRO", "funnel conversion", "attribution digital".

Digital Marketing e Performance Marketing

Skill operativo per professionisti del digital marketing con esperienza BEMACS. Copertura completa da SEO/SEM fino a growth hacking, automation, e modelli di attribuzione multi-touch. Ogni modulo fornisce formule concrete, benchmark industriali certificati, e decision framework pronti all'uso.

---

Routing Table: Seleziona per Tema

Tema	Reference File	Contenuti Chiave
SEO on-page & technical	references/seo-sem-fundamentals.md	Title/meta/H1-H6, Core Web Vitals (LCP/FID/CLS), sitemaps, robots.txt, schema.org
SEM Google Ads	references/seo-sem-fundamentals.md	Account structure, match types, Quality Score formula, bidding strategies
Keyword research	references/seo-sem-fundamentals.md	Ahrefs/SEMrush, search volume, KD, CPC, intent classification, audit checklist
Email marketing lifecycle	references/email-marketing-automation.md	Welcome series, abandoned cart, post-purchase, win-back, re-engagement
Deliverability email	references/email-marketing-automation.md	SPF/DKIM/DMARC, sender reputation, spam triggers, inbox placement
Marketing automation	references/email-marketing-automation.md	Lead scoring, drip campaigns trigger-based, segmentation, A/B testing email
Performance advertising	references/performance-advertising.md	Google Ads (Search/Display/Shopping/Performance Max), Meta Ads, TikTok, LinkedIn B2B
Programmatic & RTB	references/performance-advertising.md	DSP/SSP/DMP/CDP, header bidding, brand safety, viewability, fraud detection
Retargeting & attribution	references/performance-advertising.md	Cart abandonment, product viewed, cross-device challenges, ROAS benchmark per industry
AARRR & North Star	references/growth-hacking-content.md	Pirate Metrics, metriche per fase, North Star Metric framework, viral K-factor
Growth loops & experimentation	references/growth-hacking-content.md	Content loops, paid loops, PLG (freemium, free trial), ICE/RICE scoring
Content strategy	references/growth-hacking-content.md	Pillar+cluster, content mix (40/30/30), editorial calendar, SEO-driven planning
CRO & A/B testing	references/digital-funnel-conversion.md	Hypothesis framework, statistical rigor (95% sig, 80% power), heatmaps, form analytics
Landing page optimization	references/digital-funnel-conversion.md	Above-fold, social proof, trust signals, CTA placement, micro vs macro conversions
Funnel TOFU/MOFU/BOFU	references/digital-funnel-conversion.md	Content/channel mix per fase, E-commerce (checkout, product page, upsell)
Attribution modeling	references/digital-funnel-conversion.md	Last-click, first-click, linear, time decay, position-based U-shape, data-driven

---

Operative Instructions

1. Quando inizi una nuova strategia digital:

• Parti dalla keyword research (volume, KD, intent) → mappa su TOFU/MOFU/BOFU
• Scegli canali primari (SEO, SEM, Email, Social Ads) in base a intent
• Defini il North Star Metric e AARRR sub-metriche per fase

2. Per campagne performance (SEM/Meta/LinkedIn):

• Valuta Quality Score (CTR + Relevance + LP Experience) → target >6/10
• Scegli bidding strategy in base a conversioni disponibili (tCPA/tROAS se dati sufficienti)
• A/B testa match types, copy, landing page con rigore statistico (95% sig, 80% power)

3. Per email marketing:

• Segmenta per comportamento (acquisti, engagement, tempo da ultimo contatto)
• Implementa lifecycle (welcome → post-purchase → win-back se >90d inattivo)
• Monitora deliverability (SPF/DKIM/DMARC), Open Rate (target 20-30%), CTR (2-5%)

4. Per growth hacking:

• Identifica growth loop primario (viral K-factor, content loop, paid loop)
• Priorizza con ICE score (Impact × Confidence × Ease)
• Misura retention (D1, D7, D30) e payback period

5. Per CRO:

• Mappa micro-conversioni (click, add-to-cart) + macro-conversioni (purchase)
• Formula ipotesi A/B test basate su heatmap/session recording
• Garantisci significance 95% e power 80% prima di rollout

6. Per attribuzione:

• Inizia con last-click (default), esplora first-click e linear
• Usa position-based U-shape (40/20/40) per comparare con data-driven se disponibile
• Riconcilia con CLV per validare model

---

Quick Reference: Key Formulas & Benchmarks

Performance Metrics

Formula	Descrizione	Benchmark
CTR	Clicks / Impressions	2-5% (SEM), 0.5-2% (Display), 3-8% (Email)
CPC	Spesa / Clicks	Varia per industria, ~€1-5 Search, ~€0.50-2 Display
CPA	Spesa / Conversioni	Target dipende da LTV
CPM	Spesa / (Impressions / 1000)	€5-20 Display, €10-50 Premium
ROAS	Revenue / Ad Spend	E-commerce 3-5x, SaaS 4-6x, Retail 4x
CAC Payback	CAC / (ARPU × Gross Margin)	<12 mesi ideale

Google Ads Quality Score

Quality Score (1-10) = f(CTR, Ad Relevance, LP Experience)
Obiettivo: >6/10
CTR atteso per parola chiave / CTR effettivo = CTR component
Ad Relevance: Poor/Fair/Good/Excellent
LP Experience: Poor/Fair/Good/Excellent

Growth & Viral Metrics

Metrica	Formula	Interpretazione
K-factor (viral)	(invites per user) × (conversion rate)	>1 = crescita esponenziale
D1 Retention	Active users day 1 / Cohort size	Target >30% consumer app
D7 Retention	Active users day 7 / Cohort size	Target >15-20%
Payback Period	CAC / (ARPU × Gross Margin %)	<6 mesi SaaS B2B

Email Marketing

KPI	Benchmark B2C	Benchmark B2B
Open Rate	20-30%	15-25%
CTR	2-5%	1.5-3%
Conversion Rate	1-3%	0.5-2%
Unsubscribe	<0.5%	<0.3%
Spam Complaint	<0.1%	<0.1%

E-E-A-T Framework (Google Search Quality)

• Experience: Dimostra esperienza diretta
• Expertise: Qualifiche / credenziali autore
• Authoritativeness: Riconoscimento industria, backlink autorevoli, citazioni
• Trust: Trasparenza, GDPR compliance, SSL certificate, author bio, contact info

ICE Score per Priorizzazione Esperimenti

ICE = Impact (1-10) × Confidence (0-1) × Ease (1-10)
Esempio: [Impact:8 × Confidence:0.7 × Ease:6] = 33.6
Priorità: ICE >30 = alta, 15-30 = media, <15 = bassa

A/B Testing Rigor

• Significance level (α): 95% (p-value <0.05)
• Statistical power (1-β): 80% (β=0.20)
• Minimum Detectable Effect (MDE): Defini prima del test
• Sample size formula: n = 2[(Z_α/2 + Z_β)σ / MDE]²

Funnel Rates

Fase	Metrica	Target Ragionevole
TOFU (Awareness)	Impressions → Click	CTR 0.5-2% (Display)
MOFU (Consideration)	Landing → Form submission	5-15%
BOFU (Decision)	Cart add → Purchase	2-4% (e-commerce)
Complessivo	Impression → Purchase	0.1-0.5% (e-commerce)

---

Cross-Skill References

• Combina con marketing-analytics per modelli quantitativi (CLV, attribution avanzata, cohort analysis)
• Combina con marketing-strategico per STP (Segmentation/Targeting/Positioning), brand strategy, competitive positioning
• Combina con marketing-settori-creativi per contenuti (copy, visual, storytelling) in industrie creative

---

Come Usare Questo Skill

Scenario 1: Lancio campagna SEM → Consulta seo-sem-fundamentals.md → Crea account structure → Impostare Quality Score target (>6) → Configura bidding strategy (tCPA se conversion data sufficienti) → A/B testa copy e landing page

Scenario 2: Ottimizzare email marketing → Consulta email-marketing-automation.md → Definisci lifecycle stage (welcome, post-purchase, win-back) → Implementa segmentazione comportamentale → Monitora KPI (Open, CTR, spam complaint) → A/B testa subject line e CTA

Scenario 3: Accelerare growth con experimentation → Consulta growth-hacking-content.md → Identifica North Star Metric → Mappa AARRR per la tua fase → Formula ipotesi con ICE score → Esegui con rigore statistico 95% sig / 80% power

Scenario 4: Migliorare conversion rate landing page → Consulta digital-funnel-conversion.md → Esegui heatmap/session recording → Formula ipotesi per CRO A/B test → Calcola sample size per MDE → Monitora micro + macro conversions

Scenario 5: Modellare attribuzione digital → Consulta digital-funnel-conversion.md → Scegli modello iniziale (last-click, linear, position-based U) → Valida con CLV → Itera verso data-driven se dati sufficienti