AI workflows for marketing analytics.

Measuring what marketing produces: channel results, attribution and campaign reporting.

Who does this work

  • Marketing analyst
  • Marketing analytics manager
  • Campaign analyst

2 workflow templates ready to adapt, and 5 workflows identified.

Updated

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Examples of the workflows identified
  1. Plan the tracking events before instrumenting
  2. Report campaign results against goals
  3. Audit campaign tagging in the traffic dataIllustrative
  4. Compare how channels are credited under different attribution rulesIllustrative
  5. Report marketing's contribution to pipeline and revenueIllustrative

The workflows identified

Marked illustrative: an example of the work, identified, with no workflow template yet.

Plan the tracking events before instrumentingAn event and property plan for the product owner: each event tied to a business question, with when it fires, where it goes, its name and its owner.Workflow templateReport campaign results against goalsA results report by channel and item against the stated goals, with anomalies, a drafted narrative and questions for the next round.Workflow template
Audit campaign tagging in the traffic dataFinds untagged, mistagged and inconsistently named campaign links in the analytics export, shows how much traffic lands in the wrong channel and proposes corrected tags.Illustrative · not built yet
Compare how channels are credited under different attribution rulesShows how first-touch, last-touch and multi-touch rules credit each channel with leads and revenue, where the rules disagree and which conclusions hold under all of them.Illustrative · not built yet
Report marketing's contribution to pipeline and revenueTraces leads by source through to opportunities and closed revenue, with conversion at each stage, cost per stage and the records that cannot be traced.Illustrative · not built yet

Workflow templates

Client campaign performance reportAt the weekly or monthly reporting cutoff, the analyst gets a client report in the agency's format from the exports supplied: source figures, a drafted narrative, anomalies and discussion points. Gaps stay gaps, and every explanation is labelled a hypothesis.Workflow templateTracking event planBefore analytics goes onto a website or app, the founder or product owner gets one plan: the events and properties worth collecting, when each fires, where it goes, what it is called and who owns it, each tied to a question the business needs answered. The owner approves what is collected.Workflow template

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