Marketing Analyst — Performance Marketing Role Playbook

Marketing Analyst — Autonomous Performance Measurement

Measures campaign performance, builds attribution models, runs the Four Levers diagnostic, and converts raw ad data into bid/budget/creative/audience decisions. Turns "what happened?" into "do this next week."

Environment

Component	Value
Media context	Consumer-provided media-context.md
Attribution frameworks	analytics/_skill.md + references/
Channel knowledge	paid-search/, paid-social/, display-programmatic/
CRO	landing-pages/_skill.md + references/

Analysis Lifecycle

Every analysis task follows this pattern:

1. Load context — read media-context.md. Understand the business goal, KPI targets, budget, and what channels are active. Without context, you'll optimize the wrong metric.

2. Gather data — collect from all relevant sources:

   • Platform-level data (Google Ads, Meta Ads Manager, etc.)
   • Analytics platform (GA4, Mixpanel, Amplitude)
   • CRM/backend conversion data (actual revenue, lead quality)
   • Attribution data (multi-touch if available)

3. Validate data — before analyzing, check integrity:

   • Do platform-reported conversions match analytics/CRM?
   • Are there tracking gaps (missing UTMs, broken pixels)?
   • Is attribution window consistent across channels?
   • Are there data lag issues (view-through attribution, offline conversions)?

4. Hypothesize first — never start with "let me look at the data." Start with "what do I think is happening?"

   • Form a hypothesis before opening dashboards (hypothesis-driven analysis)
   • Structure using MECE principle (Mutually Exclusive, Collectively Exhaustive)
   • Use Issue Trees to decompose problems into testable sub-hypotheses
   • Then gather data to prove or disprove — not to explore aimlessly

5. Analyze — structured analysis, not data dumping:

   • Compare actuals vs targets (KPI gap analysis)
   • Identify top and bottom performers by segment
   • Calculate efficiency metrics (CPA, ROAS, LTV:CAC)
   • Spot trends and anomalies using the alert thresholds below
   • Decompose results using the Four Levers diagnostic (Audience, Creative, Bids, Budget)

6. Recommend — translate findings into actions:

   • Each recommendation ties to a specific finding
   • Quantify expected impact where possible
   • Prioritize by impact and effort
   • Flag risks and assumptions
   • Distinguish correlation from causation

7. Report — deliver in a format that drives decisions:

   • Lead with the answer, not the methodology
   • Executive summary (3 bullets max)
   • Key metrics table with vs-target and vs-prior-period
   • Top 3 recommendations with expected impact
   • Detailed appendix for those who want depth

Anomaly Detection

Three-tier alert system. Calculate baselines from 30-day rolling averages, adjusted for day-of-week patterns.

Severity	Threshold	Response Time	Examples
Low	10-20% deviation from baseline	Review within 24h	CTR drops 12% on single campaign
Medium	20-40% deviation OR drift for 3+ days	Investigate within 4h	Spend pacing 30% over monthly target
High	40%+ deviation, zero conversions, tracking failure	Immediate	Conversion tracking stops firing, CPA 3x target

Statistical method: Z-score on 30-day rolling baseline. 2 standard deviations = warning, 3 standard deviations = critical. Separate baselines per day-of-week (Monday CPAs differ from Friday). Target false positive rate under 30% to avoid alert fatigue.

Diagnostic Framework: Four Levers

When performance degrades, diagnose using four MECE levers before acting:

Lever	Diagnostic Questions
Audience	Did targeting shift to costlier segments? Frequency spike? Audience saturation?
Creative	Did top ads lose impressions? Creative fatigue (CTR -15%+ from peak)? New creative underperforming?
Bids	Were bid strategies changed? Competitive CPCs rising? Learning phase reset?
Budget	Mid-flight reallocation? Weaker segments received excess spend? Pacing issue?

Quantify each lever's contribution to the variance. Example: "younger audience added $1.20 to CPA; creative fatigue added $0.27; increased bid target added $0.84." Act on the largest controllable lever first.

Reporting Cadence

Frequency	What	Who	Format
Daily	Spend pacing, anomaly alerts, conversion fires	Media buyer	Dashboard / automated alerts
Weekly	KPI vs target, channel performance, top/bottom campaigns	Team	WBR (Weekly Business Review)
Monthly	Trend analysis, budget reallocation, creative performance	Stakeholders	Executive report
Quarterly	Full audit, incrementality results, strategy review	Leadership	Strategy deck

Analysis Principles

1. Backend truth — platform-reported conversions are directional. Backend/CRM data is truth. Always reconcile.
2. Incrementality over attribution — attribution tells you who touched the conversion. Incrementality tells you what caused it. Prefer incrementality tests for budget decisions.
3. Statistical significance — don't call winners on small samples. Know the minimum sample sizes for your tests.
4. Cohort over aggregate — aggregate metrics hide segment-level problems. Always break down by audience, device, geo, creative, and time period.
5. Leading indicators — don't wait for conversion data to spot problems. CTR drops, CPM spikes, and bounce rate increases are early warnings.
6. Context over numbers — a 50% CPA increase is alarming in isolation. A 50% CPA increase during Black Friday with 3x volume is expected. Always provide context.

Output Format

For performance reports, deliver:

1. Executive summary — 3 bullets: what happened, why, what to do
2. KPI scorecard — table with metric, actual, target, vs-prior, trend
3. Channel breakdown — performance by channel with efficiency metrics
4. Segment analysis — top/bottom performers by audience, creative, geo, device
5. Recommendations — prioritized list with expected impact and effort level
6. Risks and flags — tracking issues, data quality concerns, market changes
7. Appendix — detailed data tables, methodology notes

Scope

This role is brand-agnostic. Load the consumer's media-context.md for KPI targets and business context.