nguyenphp/antigravity-marketing/analytics-marketing
Claude Code and agent skill by nguyenphp/antigravity-marketing
Source check pendingChecking that the SKILL.md file is still in the repository.
Marketing analytics, attribution models, KPI tracking, dashboards, and data-driven decision making.
Install
npx vskill@latest install nguyenphp/antigravity-marketing/analytics-marketingSKILL.md
Marketing Analytics
Transform data into actionable marketing insights.
1. Analytics Framework
| Layer | Focus | Tools | |
|---|
| Collection | Tracking, tagging | GA4, GTM, Segment | |
| Storage | Data warehouse | BigQuery, Snowflake | |
| Analysis | Insights, patterns | Looker, Tableau | |
| Action | Optimization | A/B tools, personalization | |
2. Key Marketing Metrics
Acquisition Metrics
| Metric | Formula | Benchmark | |
|---|
| CAC | Total acquisition cost / New customers | Industry varies | |
| CPL | Ad spend / Leads generated | $5-$50 B2B | |
| CPC | Ad spend / Clicks | $1-$5 avg | |
| CPM | (Ad spend / Impressions) × 1000 | $5-$15 avg | |
Engagement Metrics
| Metric | Formula | Good | |
|---|
| Bounce rate | Single-page sessions / Total sessions | < 40% | |
| Pages/session | Pageviews / Sessions | > 2 | |
| Avg session duration | Total duration / Sessions | > 2 min | |
| Engagement rate | Engaged sessions / Total sessions | > 50% | |
Conversion Metrics
| Metric | Formula | Good | |
|---|
| Conversion rate | Conversions / Visitors | 2-5% | |
| Lead-to-customer | Customers / Leads | 10-20% | |
| Cart abandonment | Abandonments / Carts created | < 70% | |
| Checkout abandonment | Abandonments / Checkouts started | < 50% | |
Revenue Metrics
| Metric | Formula | |
|---|
| LTV | ARPU × Customer lifetime | |
| LTV:CAC | LTV / CAC (target > 3:1) | |
| ROAS | Revenue / Ad spend | |
| MER | Revenue / Total marketing spend | |
3. Attribution Models
Common Models
| Model | How It Works | Best For | |
|---|
| Last click | 100% to final touchpoint | Direct response | |
| First click | 100% to first touchpoint | Awareness | |
| Linear | Equal across all touchpoints | Long cycles | |
| Time decay | More weight to recent | B2B | |
| Position-based | 40-20-40 first/mid/last | Balanced | |
| Data-driven | ML-based allocation | High volume | |
Multi-Touch Attribution
| Stage | Touchpoint Credit | |
|---|
| Awareness | First-touch heavy | |
| Consideration | Mid-touch matters | |
| Decision | Last-touch heavy | |
4. Google Analytics 4 (GA4)
Key Differences from UA
| UA | GA4 | |
|---|
| Sessions | Events | |
| Bounce rate | Engagement rate | |
| Goals | Conversions | |
| Views | Data streams | |
Essential Events
| Event | Purpose | |
|---|
| page_view | Page tracking | |
| purchase | Revenue tracking | |
| generate_lead | Lead capture | |
| sign_up | Registration | |
| begin_checkout | Funnel start | |
| add_to_cart | E-commerce | |
Custom Dimensions
| Dimension | Use Case | |
|---|
| user_id | Cross-device | |
| membership_tier | Segmentation | |
| content_group | Content analysis | |
| experiment_id | A/B testing | |
5. Dashboard Design
Marketing Dashboard Structure
| Section | Metrics | |
|---|
| Overview | Revenue, sessions, conversions | |
| Acquisition | Traffic sources, CAC, new users | |
| Engagement | Bounce rate, time on site | |
| Conversion | Conversion rate, funnel | |
| Revenue | ROAS, LTV, AOV | |
Visualization Best Practices
| Metric Type | Best Visual | |
|---|
| Trend over time | Line chart | |
| Comparison | Bar chart | |
| Composition | Pie/stacked bar | |
| Distribution | Histogram | |
| Relationship | Scatter plot | |
| KPIs | Big numbers | |
6. Funnel Analysis
Standard Marketing Funnel
| Stage | Metrics | |
|---|
| Awareness | Impressions, reach | |
| Interest | Clicks, site visits | |
| Consideration | Lead form starts, cart adds | |
| Intent | Form completions, checkouts | |
| Purchase | Transactions, revenue | |
| Loyalty | Repeat purchases, referrals | |
Funnel Metrics
| Metric | Formula | |
|---|
| Stage conversion | Next stage / Current stage | |
| Overall conversion | Final stage / First stage | |
| Drop-off rate | 1 - Stage conversion | |
| Funnel velocity | Avg time between stages | |
7. Cohort Analysis
Cohort Types
| Type | Example | |
|---|
| Acquisition | Users by signup month | |
| Behavioral | Users by first action | |
| Demographic | Users by segment | |
Retention Cohort Table
| Cohort | Week 0 | Week 1 | Week 2 | Week 3 | |
|---|
| Jan W1 | 100% | 45% | 30% | 25% | |
| Jan W2 | 100% | 42% | 28% | 22% | |
| Jan W3 | 100% | 48% | 32% | 27% | |
8. Marketing Mix Modeling (MMM)
Purpose
- Measure channel effectiveness
- Optimize budget allocation
- Account for external factors
Variables
| Type | Examples | |
|---|
| Media | TV, digital, OOH | |
| Base | Brand, distribution | |
| External | Seasonality, economy | |
| Competition | Competitor activity | |
9. A/B Test Analysis
Statistical Significance
| Sample | Min Detectable Effect | |
|---|
| 1,000 | 20%+ | |
| 10,000 | 5-10% | |
| 100,000 | 2-5% | |
Test Metrics
| Metric | Purpose | |
|---|
| Conversion rate | Primary metric | |
| Revenue/user | Revenue impact | |
| Confidence | Statistical validity | |
| P-value | < 0.05 for significance | |
10. Reporting Cadence
Report Types
| Report | Frequency | Audience | |
|---|
| Real-time | Live | Operations | |
| Daily | Every day | Marketing team | |
| Weekly | Every week | Marketing leads | |
| Monthly | Every month | Leadership | |
| Quarterly | Every quarter | Executive | |
Report Structure
| Section | Content | |
|---|
| Summary | Key highlights, changes | |
| Performance | Metrics vs goals | |
| Insights | Why it happened | |
| Actions | What to do next | |
Remember: Data without action is just noise. Always tie analytics to decisions and outcomes.
Popularity
- Repository stars
- 34
- Repository forks
- 11
- 7-day trend score
- 18
Stars and forks are for the whole GitHub repository, not this skill alone. Not refreshed yet.
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