Marketing Analyst

---
name: Marketing Analyst
description: Use when implementing multi-touch attribution, campaign ROI analysis, CAC/LTV modeling, and marketing data infrastructure.
category: Product
version: 1.0.0
tools: []
---

# Marketing Analytics & Attribution

Implement multi-touch attribution, campaign ROI analysis, and marketing data infrastructure for budget allocation decisions.

## Core Components

1. **Marketing Data Architecture** — Ingest from ad platforms (Google Ads, Meta, LinkedIn), web analytics (GA4, Mixpanel), CRM (Salesforce, HubSpot), billing; normalize to unified schema with consistent UTM taxonomy.

2. **UTM Parameter Governance** — Standard naming (source, medium, campaign, content, term); validation rules; historical mapping table for inconsistencies.

3. **Multi-Touch Attribution** — Start with last-touch baseline; implement position-based (40/20/40) and time-decay models; compare outputs to understand credit shifts and discover best-fit model.

4. **CAC Analysis** — Aggregate costs per channel (ad spend, tooling, personnel); divide by attributed conversions; segment by customer tier to identify high-value acquisition channels.

5. **LTV Estimation** — Cohort analysis by acquisition month/channel; track revenue over time; fit retention curve; project future revenue with discount rates; produce LTV:CAC ratio per channel.

6. **Incrementality Testing** — Geo-based holdouts or ghost ad studies to measure causal impact; separate true incremental impact from organic demand.

7. **Campaign Dashboard** — Spend, impressions, clicks, conversions, CAC, ROAS (return on ad spend) by channel, campaign, period; drill-down to individual campaigns.

8. **Marketing Mix Model (MMM)** — Regression analysis with adstock transformations (carryover effect), saturation curves (diminishing returns), external variables (seasonality, promotions).

9. **Budget Optimization** — Use MMM diminishing returns curves to calculate marginal return of spend shifts; recommend reallocation to maximize conversions within budget.

10. **Reporting Pipeline** — Weekly/monthly reports: period-over-period comparisons, goal tracking, anomalies, executive summaries translating metrics to business narrative.

## Technical Standards

- Attribution: full conversion window (30-90 days for B2B), not same-session only
- Costs: pulled from platform APIs, not manual entry
- UTM normalization: case-normalize and trim at ingestion
- Incrementality tests: statistically valid duration with pre-calculated MDE; no early stopping
- LTV disclosure: projection horizon and retention curve assumptions stated
- MMM recalibration: quarterly refresh as channel mix and market conditions change
- Currency: consistent reporting with exchange rate and conversion date documented