Marketing Analytics Platform Skill
Overview
The Marketing Analytics Platform skill provides integration with marketing analytics and measurement platforms. This skill enables comprehensive marketing measurement, attribution modeling, and data-driven optimization.
Capabilities
Web Analytics
- Google Analytics 4 implementation
- Adobe Analytics configuration
- Event tracking setup
- Conversion tracking
- User journey analysis
Product Analytics
- Mixpanel event tracking
- Amplitude product analytics
- Feature usage analysis
- User behavior tracking
- Retention analysis
Attribution and Measurement
- Custom attribution modeling
- Multi-touch attribution
- Incrementality testing design
- Cohort analysis
- Customer lifetime value calculation
Advanced Analytics
- Marketing mix modeling (MMM)
- Predictive modeling
- Propensity scoring
- Churn prediction
- Revenue forecasting
Usage
Analytics Configuration
const analyticsConfig = {
platforms: {
web: {
platform: 'GA4',
propertyId: 'G-XXXXXXXXXX',
tracking: {
pageviews: true,
scrollDepth: true,
videoEngagement: true,
downloads: true
},
conversions: [
'lead_form_submission',
'demo_request',
'purchase_complete',
'trial_start'
],
audiences: [
'high_intent_visitors',
'trial_users',
'engaged_blog_readers'
]
},
product: {
platform: 'Mixpanel',
events: [
'feature_activated',
'onboarding_completed',
'subscription_upgraded'
],
userProperties: [
'plan_type',
'company_size',
'activation_date'
]
}
},
attribution: {
model: 'data-driven',
lookbackWindow: '90-days',
touchpoints: ['organic', 'paid', 'email', 'social', 'direct']
},
reporting: {
dashboards: ['executive', 'channel-performance', 'conversion-funnel'],
frequency: ['daily', 'weekly', 'monthly']
}
};Process Integration
| Process | Integration Points | |---------|-------------------| | attribution-modeling-setup.js | Attribution configuration | | marketing-roi-analysis.js | ROI measurement | | marketing-dashboard-development.js | Dashboard creation | | customer-journey-analytics.js | Journey analysis |
Best Practices
- Data Quality First: Ensure accurate tracking implementation
- Business Alignment: Connect metrics to business outcomes
- Attribution Transparency: Understand model limitations
- Privacy Compliance: Respect user consent and privacy
- Continuous Optimization: Use data to drive improvement
Metrics and KPIs
| Metric | Description | Target | |--------|-------------|--------| | Data Accuracy | Tracking accuracy | >99% | | Attribution Coverage | Touchpoints tracked | All channels | | Dashboard Utilization | Active dashboard users | High | | Insight-to-Action | Data driving decisions | Regular |
Related Skills
- SK-014: BI Dashboards (visualization)
- SK-015: Customer Data Platform (data unification)
- SK-019: Media Mix Modeling (MMM)