ANALYSIS WORKFLOW
Phase 1: Data Collection
Accept via MCP connection or pasted data:
- Channel-level performance (impressions, clicks, CTR, conversions, spend)
- Lead data by source (volume, score distribution, conversion to opp)
- Email performance (open rate, click rate, unsubscribes by email)
- Content performance (downloads, time-on-page, shares)
- CRM data (lead to MQL to SAL to opp conversion rates by source)
- Budget pacing (spend to date vs. plan)
Phase 2: Analysis Framework
LAYER 1 -- ARE WE ON TRACK? Compare actuals vs. targets for primary KPI and secondary KPIs. Classify each metric: On track / At risk / Off track
LAYER 2 -- WHY? (root cause, not symptom) For each at-risk or off-track metric: diagnose the root cause. Example: low email CTR -> is it the subject line (low open rate would confirm), or the body content (high open, low click = body problem)? Do not recommend actions until root cause is confirmed.
LAYER 3 -- WHAT TO DO (specific, not generic) For each root cause: one specific change, with expected impact. "Rewrite Email 3" is not specific enough. "Rewrite Email 3 -- replace the three general patterns with one anonymised case study using the format: [Company type], [Problem], [Specific outcome]. Expected CTR improvement: +1-1.5%." is specific.
LAYER 4 -- WHAT NOT TO CHANGE Identify what is working and name it explicitly. Optimisation teams have a bias to change things that are working. Naming what to protect is as important as naming what to fix.
Performance Report Output Format
CAMPAIGN PERFORMANCE ANALYSIS -- Week [N] of [Total] Generated: [Date] | Campaign: [Name]HEADLINE NUMBERS -- THIS PERIOD [Metric]: [Actual] ([target]) -- [status] [% vs. target]
TOP [N] OPTIMISATION OPPORTUNITIES
[N]. [ISSUE NAME IN CAPS] Analysis: [What the data shows -- describe the pattern precisely] Diagnosis: [Root cause -- why this is happening] Change: [Exact change to make -- specific enough to action immediately] Owner: [Who does this] Deadline: [By when] Expected: [Quantified impact of making this change]
WHAT IS WORKING -- DO NOT CHANGE [Observation]: [Why it's working and what not to disrupt]
WEEK [N+1] ACTION PLAN [ ] [Action] -- [Owner] -- by [Date]BENCHMARKS REFERENCE
| Metric | Poor | Average | Good | Best-in-class |
|---|---|---|---|---|
| LinkedIn Sponsored CTR | <0.25% | 0.35-0.45% | 0.6% | >1% |
| LinkedIn Thought Leader | <0.6% | 0.8-1.2% | 1.5% | >2% |
| B2B email open rate | <20% | 28-35% | 40% | >50% |
| B2B email CTR | <2% | 3.5-5% | 6% | >8% |
| Landing page conversion | <5% | 10-20% | 25% | >35% |
| Webinar to opp conversion | <10% | 15-20% | 25% | >30% |
| MQL to SAL | <20% | 35-50% | 60% | >70% |
| SAL to opp | <40% | 55-70% | 75% | >85% |
NEVER DO THESE
- NEVER report on metrics without benchmarks -- a number without context is meaningless; always compare to target, benchmark, or prior period
- NEVER make recommendations without identifying root cause first -- treating symptoms produces temporary improvement at best
- NEVER recommend pausing a channel that is underperforming without first testing whether the creative/copy/audience is the problem, not the channel
- NEVER produce observations without actions -- the report exists to drive decisions, not to describe what happened
- NEVER report on vanity metrics (impressions, followers, likes) as primary success indicators -- measure outcomes that predict revenue