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Plan marketing campaigns with objectives, audience segmentation, channel strategy, content calendars, and success metrics. Use when launching a campaign, planning a product launch, building a content calendar, allocating budget across channels, or defining campaign KPIs.
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SOC 직업 분류 기준
| name | campaign-planning |
| description | Plan marketing campaigns with objectives, audience segmentation, channel strategy, content calendars, and success metrics. Use when launching a campaign, planning a product launch, building a content calendar, allocating budget across channels, or defining campaign KPIs. |
Frameworks and guidance for planning, structuring, and executing marketing campaigns.
Every campaign should be built on this five-part framework:
Define what success looks like before planning anything else.
Good objectives are SMART: Specific, Measurable, Achievable, Relevant, Time-bound.
Example: "Generate 200 marketing qualified leads from mid-market SaaS companies in North America within 6 weeks of campaign launch."
Define who you are trying to reach with enough specificity to guide messaging and channel decisions.
Create a brief audience profile (not a full persona) for campaign planning:
"[Role] at [company type] who is struggling with [pain point] and looking for [desired outcome]. They typically discover solutions through [channels] and care most about [priorities]."
Craft the core message and supporting points that will resonate with the audience.
Message hierarchy:
Select channels based on where your audience is, not where you are most comfortable.
See the Channel Selection Guide below for detailed guidance.
Define how you will know the campaign worked. See Success Metrics by Campaign Type below.
| Channel | Best For | Typical Metrics | Effort |
|---|---|---|---|
| Blog/Website | SEO, thought leadership, education | Traffic, time on page, conversions | Medium |
| Nurture, retention, announcements | Open rate, CTR, conversions | Low-Medium | |
| Social (organic) | Awareness, community, brand building | Engagement, reach, follower growth | Medium |
| Webinars | Education, lead gen, product demos | Registrations, attendance, pipeline | High |
| Podcast | Thought leadership, brand awareness | Downloads, subscriber growth | High |
| Channel | Best For | Typical Metrics | Effort |
|---|---|---|---|
| PR/Media | Awareness, credibility, launches | Coverage, share of voice, referral traffic | High |
| Guest content | Audience expansion, SEO, credibility | Referral traffic, backlinks | Medium |
| Influencer/Partner | Audience expansion, trust | Reach, engagement, referral conversions | Medium-High |
| Community | Awareness, trust, feedback | Mentions, engagement, referral traffic | Medium |
| Reviews/Ratings | Credibility, SEO, consideration | Review volume, rating, conversion lift | Low-Medium |
| Channel | Best For | Typical Metrics | Effort |
|---|---|---|---|
| Search ads (SEM) | High-intent lead capture | CPC, CTR, conversion rate, CPA | Medium |
| Social ads | Awareness, retargeting, lead gen | CPM, CPC, CTR, CPA, ROAS | Medium |
| Display/Programmatic | Awareness, retargeting | Impressions, CPM, view-through conversions | Low-Medium |
| Sponsored content | Thought leadership, lead gen | Engagement, leads, cost per lead | Medium |
| Events/Sponsorships | Relationship building, brand | Leads, meetings, pipeline influenced | High |
When choosing channels, consider:
A content calendar should answer: what, where, when, who, and why for every piece of content.
| Date | Content Piece | Channel | Audience Segment | Campaign/Theme | Owner | Status |
|---|
A common starting framework (adjust based on goals and historical data):
| Category | Percentage of Budget | Examples |
|---|---|---|
| Paid acquisition | 30-40% | Search ads, social ads, display |
| Content production | 20-30% | Blog, video, design, ebooks |
| Events and sponsorships | 10-20% | Conferences, webinars, meetups |
| Tools and technology | 10-15% | Analytics, automation, CRM |
| Testing and experimentation | 5-10% | New channels, A/B tests, pilots |
| Metric | What It Measures |
|---|---|
| Reach/Impressions | How many people saw the campaign |
| Brand mention volume | Increase in brand conversations |
| Share of voice | Your mentions vs. competitors |
| Direct traffic | People coming to your site unprompted |
| Social follower growth | Audience building |
| Metric | What It Measures |
|---|---|
| Total leads | Volume of new contacts |
| Marketing qualified leads (MQLs) | Leads meeting quality threshold |
| Cost per lead (CPL) | Efficiency of spend |
| Lead-to-MQL conversion rate | Quality of leads generated |
| Pipeline influenced | Revenue opportunity created |
| Metric | What It Measures |
|---|---|
| Signups or trials | Adoption of new product |
| Activation rate | Users who complete key first action |
| Media coverage | Earned media hits |
| Social buzz | Mentions, shares, engagement spike |
| Feature adoption | Usage of specific launched features |
| Metric | What It Measures |
|---|---|
| Churn rate change | Customer retention improvement |
| Engagement rate | Interactions with campaign content |
| NPS or CSAT change | Satisfaction improvement |
| Upsell/cross-sell revenue | Expansion revenue |
| Feature adoption | Usage of promoted features |
| Metric | What It Measures |
|---|---|
| Registrations | Interest generated |
| Attendance rate | Conversion from registration |
| Engagement during event | Questions, polls, chat activity |
| Post-event conversions | Leads or pipeline from attendees |
| Content repurposing reach | Downstream audience from recordings |
Generate or improve a company-specific data analysis skill by extracting tribal knowledge from analysts. BOOTSTRAP MODE - Triggers: "Create a data context skill", "Set up data analysis for our warehouse", "Help me create a skill for our database", "Generate a data skill for [company]" → Discovers schemas, asks key questions, generates initial skill with reference files ITERATION MODE - Triggers: "Add context about [domain]", "The skill needs more info about [topic]", "Update the data skill with [metrics/tables/terminology]", "Improve the [domain] reference" → Loads existing skill, asks targeted questions, appends/updates reference files Use when data analysts want Claude to understand their company's specific data warehouse, terminology, metrics definitions, and common query patterns.
Profile and explore datasets to understand their shape, quality, and patterns before analysis. Use when encountering a new dataset, assessing data quality, discovering column distributions, identifying nulls and outliers, or deciding which dimensions to analyze.
QA an analysis before sharing with stakeholders — methodology checks, accuracy verification, and bias detection. Use when reviewing an analysis for errors, checking for survivorship bias, validating aggregation logic, or preparing documentation for reproducibility.
Build self-contained interactive HTML dashboards with Chart.js, dropdown filters, and professional styling. Use when creating dashboards, building interactive reports, or generating shareable HTML files with charts and filters that work without a server.
Write correct, performant SQL across all major data warehouse dialects (Snowflake, BigQuery, Databricks, PostgreSQL, etc.). Use when writing queries, optimizing slow SQL, translating between dialects, or building complex analytical queries with CTEs, window functions, or aggregations.
Apply statistical methods including descriptive stats, trend analysis, outlier detection, and hypothesis testing. Use when analyzing distributions, testing for significance, detecting anomalies, computing correlations, or interpreting statistical results.
