| name | 13-data-analysis-global |
| description | Use when raw data exists — Meta, Google, TikTok, GA4, Shopify, a CRM export, or a spreadsheet — and has to become insight and decisions: descriptive, diagnostic, predictive, and prescriptive layers, cuts by channel, campaign, creative, audience, and time, cohorts, and a decision log. Trigger on 'analyze this data', 'read these numbers for me', 'what does this export say', 'pull insight from GA4', 'cohort analysis', 'here is the spreadsheet'. Also use when the user pastes a table and asks what it means. Not for — diagnosing ad root cause, see `03-performance-eval-global`; writing the report a stakeholder reads, see `07-marketing-report-global`; auditing account setup, see `21-ads-audit-global`. |
| metadata | {"version":"2.5.1","category":"performance","language":"en"} |
| triggers | ["data analysis","analyze data","marketing analytics","Meta Ads analysis","TikTok Ads analysis","GA4 report","performance analysis","Triple Whale","Hyros","Northbeam"] |
| output | A .md report structured as Descriptive, Diagnostic, Predictive, Prescriptive — with tables and concrete recommendations |
| related | ["03-performance-review-global","07-marketing-report-global","10-reverse-kpi-calc-global","12-landing-page-brief-global"] |
Marketing Data Analysis (Global)
Insight before numbers. Lead with judgment, illustrate with data — never list numbers without interpretation.
Information Gathering
Ask up to 4 questions:
- Data source? Meta Ads, TikTok Ads, GA4, Shopify, Triple Whale/Hyros/Northbeam, Google Sheets — single source or combined?
- Time window? This week, this month, A vs B (e.g. March vs April)?
- Current business goal? Increase leads, lower CPL, raise ROAS, or a specific issue to fix?
- Paste data here — drop a table, or describe core metrics (spend, impressions, clicks, leads, revenue).
Analysis Principles
Reading Order
1. DESCRIPTIVE — What happened? (numbers, trends)
2. DIAGNOSTIC — Why? (root cause)
3. PREDICTIVE — What's next? (forecast)
4. PRESCRIPTIVE — What to do? (concrete actions)
Presentation Rules
| Rule | Explanation |
|---|
| Insight first, numbers second | "CPL up 40% due to creative fatigue" — not "CPL went from $5 to $7" |
| Compare, don't quote absolutes | Always compare with: prior week (WoW), prior month (MoM), or industry benchmark |
| Flag anomalies | Any metric moving > 20% vs prior period → flag for investigation |
| Recommendations have deadlines | Each recommendation specifies: action, when, owner, success metric |
Analysis Frameworks by Source
Meta Ads
| Level | Primary metrics | Secondary metrics |
|---|
| Account | Spend, ROAS, CPA | Frequency, Reach |
| Campaign | CPM, CPL, Conv rate | Budget utilization |
| Ad Set | CPC, CTR, CPM | Audience size, overlap |
| Ad (Creative) | Hook rate (3s view), Hold rate, CTR | Engagement rate, save rate |
Reading Meta Ads:
High spend + low impressions → CPM high → audience too narrow or auction-pressured
High impressions + low clicks → CTR low → creative not compelling
High clicks + low leads → LP problem or form too long
High leads + low bookings → poor lead quality or weak nurture
