performance-analytics

Frameworks for measuring, reporting, and optimizing marketing performance across channels and campaigns. Quick-scan format for team standups: Standard stakeholder report: Strategic review for leadership: When analyzing performance data, look for: Attribution determines which marketing touchpoints get credit for a conversion. This matters because buyers typically interact with multiple channels before converting. Rank optimization ideas on two dimensions: Impact (how much will this move the metric?): Effort (how hard is this to implement?): Priority order: - Top 3 metrics with week-over-week change - What worked this week (1-2 bullet points with data) - What needs attention (1-2 bullet points with data) - This week's priorities (3-5 action items) - Executive summary (3-5 sentences) - Key metrics dashboard (table with MoM and target comparison) - Channel-by-channel performance summary - Campaign highlights and results - What worked and what did not (with hypotheses) - Recommendations and next month priorities - Budget spend vs. plan - Quarter performance vs. goals - Year-to-date trajectory - Channel ROI analysis - Campaign performance summary - Competitive and market observations - Strategic recommendations for next quarter - Budget request and allocation plan - Key experiments and learnings - Lead with the metrics that map to business objectives (not vanity metrics) - Show...