Use when someone asks for the weekly marketing report or why a marketing number changed, or when the Monday read comes due: fix the period, check which sources you actually have, find the biggest moves, trace each to its cause, and say plainly when the numbers cannot explain themselves.
Instructions your experts follow when using this skill.
Use this for the weekly report, for any question about why a marketing figure moved, and whenever the Monday read routine runs.
Before any number, write both windows with their dates: the week under review and the week it is measured against. Both must be complete and equal. If an export ends early, trim the other window to match or flag the missing days in the headline, so a short week never passes for a down week.
List the sources you have and the days each one covers. A source that came back empty still appears, marked empty, so nobody reads silence as a zero. With one source, build from it and carry the absent ones into the gaps.
Currency to the whole unit, percentages to one decimal place.
Published all-industry averages from the big email providers (roughly a third of recipients opening, a low single-digit click rate, and a fraction of a percent unsubscribing, with wide spread by industry and drift year to year) are a sanity check, not a target; cite the report and year if you quote one. Mail privacy features preload images and inflate opens, so score clicks, conversions and replies instead. Cold, warm and customer sends each get their own target.
Each headline figure against its plan target: engagement at the top, conversion in the middle, pipeline and revenue at the bottom. Check the four-week rolling average before you call anything a trend. Attribution windows of 7 to 14 days distort the most recent week of ROAS and CPA, so flag those figures as preliminary.
Put each figure beside last week's and show the change twice, as a raw difference and as a percentage: a 40% jump on a tiny base can matter less than a 5% slide in spend. Start from the largest move and take it apart with the columns you hold. CPA equals CPC divided by the click-to-conversion rate, so a CPA change came from one of those two or both; name which carried it and by roughly how much. Then anchor it to an event you can point at: a campaign switched on or off, a send that went out, a page that went live.
If your data cannot account for a move, say so in a sentence and name the single input that would settle it. Seasonality and algorithm updates are not explanations unless the numbers show them.
Below roughly 30 conversions for a source in the period, CPA and conversion rate swing on chance alone. Call the move noise and build no story on it.
Roll the weeks into one read against plan: the trend per headline metric, what compounded, and what to change. Read the quarter the same way.
Every claim carries its number and that number's source. A suggestion to raise or cut a budget names the metric behind it, and the named approver decides. Ad platforms count conversions under their own attribution windows, so never set one against another unless the windows match. A figure the export lacks stays blank; never estimate it. Label every line FACT, INFERENCE or UNKNOWN.
The headline (the period and its biggest move), the table with last week beside every figure, the top movers with their causes, what shipped and what is stuck on the calendar, what to look at next, and the gaps. A quiet week gets the headline, the table, one line saying so, and the stuck list. Save the read dated, add this week to the metrics history, and compare against the previous saved read. Nothing reaches a channel or an inbox until they say yes; stage it as a draft.
Phrases that help your experts find this skill.
When the user wants to create or update their product marketing context document. Also use when the user mentions 'product context,' 'marketing context,' 'set up context,' 'positioning,' 'who is my target audience,' 'describe my product,' 'ICP,' 'ideal customer profile,' or wants to avoid repeating foundational information across marketing tasks. Use this at the start of any new project before using other marketing skills — it creates `.agents/product-marketing.md` that all other skills reference for product, audience, and positioning context.
When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.
When the user wants to conduct, analyze, or synthesize customer research. Use when the user mentions "customer research," "ICP research," "talk to customers," "analyze transcripts," "customer interviews," "survey analysis," "support ticket analysis," "voice of customer," "VOC," "build personas," "customer personas," "jobs to be done," "JTBD," "what do customers say," "what are customers struggling with," "Reddit mining," "G2 reviews," "review mining," "digital watering holes," "community research," "forum research," "competitor reviews," "customer sentiment," "PMF survey," "product/market fit survey," "customer interview questions," "interview outreach," "Sales Safari," or "find out why customers churn/convert/buy." Use for analyzing existing research assets, mining online sources, AND running primary research (interviews and surveys). For writing copy informed by research, see copywriting. For acting on research to improve pages, see cro.