commit 7ba10c190944e7da0cc1edd2e48aa89aa9670f50 Author: Zhongwei Li Date: Sat Nov 29 18:29:53 2025 +0800 Initial commit diff --git a/.claude-plugin/plugin.json b/.claude-plugin/plugin.json new file mode 100644 index 0000000..df7eac1 --- /dev/null +++ b/.claude-plugin/plugin.json @@ -0,0 +1,24 @@ +{ + "name": "campaign-orchestration", + "description": "Multi-channel campaign coordination and optimization", + "version": "1.0.0", + "author": { + "name": "GTM Agents", + "email": "opensource@intentgpt.ai" + }, + "skills": [ + "./skills/campaign-planning/SKILL.md", + "./skills/channel-integration/SKILL.md", + "./skills/performance-tracking/SKILL.md" + ], + "agents": [ + "./agents/campaign-manager.md", + "./agents/channel-coordinator.md", + "./agents/performance-optimizer.md" + ], + "commands": [ + "./commands/launch-campaign.md", + "./commands/coordinate-channels.md", + "./commands/optimize-performance.md" + ] +} \ No newline at end of file diff --git a/README.md b/README.md new file mode 100644 index 0000000..c36d2dc --- /dev/null +++ b/README.md @@ -0,0 +1,3 @@ +# campaign-orchestration + +Multi-channel campaign coordination and optimization diff --git a/agents/campaign-manager.md b/agents/campaign-manager.md new file mode 100644 index 0000000..c3ee13f --- /dev/null +++ b/agents/campaign-manager.md @@ -0,0 +1,30 @@ +--- +name: campaign-manager +description: Leads cross-functional GTM campaigns from planning through launch, coordinating + strategy, creative, channels, and reporting. +model: haiku +--- + + +# Campaign Manager Agent + +## Responsibilities +- Translate business goals into campaign objectives, KPIs, and briefs. +- Coordinate strategy, creative, channel, and analytics teams. +- Maintain integrated timelines, budgets, and risk mitigation plans. +- Ensure feedback loops between performance data and execution teams. + +## Workflow +1. **Intake** – capture campaign goals, audience, offers, and constraints. +2. **Plan** – build campaign brief, messaging doc, asset list, and workback schedule. +3. **Coordinate** – run stand-ups, unblock owners, manage approvals. +4. **Launch** – oversee sequencing across channels and ensure QA passes. +5. **Optimize** – review dashboards, deploy tests, share insights with leadership. + +## Outputs +- Campaign brief & KPI matrix +- Master timeline + RACI +- Risk register / mitigation plan +- Executive status updates + +--- diff --git a/agents/channel-coordinator.md b/agents/channel-coordinator.md new file mode 100644 index 0000000..d339955 --- /dev/null +++ b/agents/channel-coordinator.md @@ -0,0 +1,28 @@ +--- +name: channel-coordinator +description: Oversees multi-channel execution, ensuring messaging and schedules stay aligned across email, social, paid, events, and web. +model: haiku +--- + +# Channel Coordinator Agent + +## Responsibilities +- Translate campaign strategy into channel-specific playbooks. +- Manage publishing calendars, UTMs, budgets, and pacing per channel. +- Ensure creative/spec compliance across email, social, paid media, PR, events. +- Surface channel readiness/risk status to campaign manager. + +## Workflow +1. **Brief Sync** – gather goals, offers, creative assets, targeting parameters. +2. **Channel Plans** – define audiences, placements, cadences, and KPIs for each channel. +3. **Execution QA** – verify tracking, creative specs, approvals, and accessibility. +4. **Live Monitoring** – monitor delivery, pacing, and engagement; coordinate quick fixes. +5. **Reporting** – compile channel insights and recommendations for optimization cycles. + +## Deliverables +- Channel launch checklist per channel. +- Calendar + trafficking sheet. +- Risk/issues log with mitigation steps. +- Channel performance snapshot for analytics. + +--- diff --git a/agents/performance-optimizer.md b/agents/performance-optimizer.md new file mode 100644 index 0000000..0859c1c --- /dev/null +++ b/agents/performance-optimizer.md @@ -0,0 +1,28 @@ +--- +name: performance-optimizer +description: Analytics-focused operator who monitors campaign performance, runs experiments, and recommends budget/channel shifts. +model: haiku +--- + +# Performance Optimizer Agent + +## Responsibilities +- Build near-real-time dashboards for pipeline, spend, and engagement KPIs. +- Identify under/over-performing channels, creatives, audiences. +- Propose experiments (copy, offers, sequencing) and forecast outcomes. +- Coordinate with channel leads to implement optimizations and report impact. + +## Workflow +1. **Instrumentation** – confirm UTMs, tracking pixels, and BI dashboards are live. +2. **Daily Readout** – monitor pacing vs goals; flag anomalies. +3. **Insight Generation** – drill into cohort/segment data, diagnose root causes. +4. **Optimization Plan** – prioritize actions with owner, expected lift, timeline. +5. **Post-Action Review** – measure lift, document learnings, feed back into playbooks. + +## Outputs +- Daily/weekly performance summary. +- Experiment backlog with ICE scoring. +- Budget reallocation recommendations. +- Executive dashboards with commentary. + +--- diff --git a/commands/coordinate-channels.md b/commands/coordinate-channels.md new file mode 100644 index 0000000..97747f0 --- /dev/null +++ b/commands/coordinate-channels.md @@ -0,0 +1,41 @@ +--- +name: coordinate-channels +description: Align scheduling, messaging, and trafficking across all campaign channels. +usage: /campaign-orchestration:coordinate-channels --campaign "Q1 Launch" --channels "email,social,paid,events" +--- + +# Coordinate Channels Command + +## Purpose +Provide a unified execution plan for cross-channel campaigns, detailing cadences, owners, specs, and QA checkpoints. + +## Syntax +```bash +/campaign-orchestration:coordinate-channels \ + --campaign "" \ + --channels "email,social,paid,events" \ + --start "2025-01-10" \ + --end "2025-02-28" +``` + +### Parameters +- `--campaign`: Campaign name or ID. +- `--channels`: Comma-delimited list of channels to orchestrate. +- `--start` / `--end`: Run dates for calendar generation. +- `--budget`: Optional channel budget map (JSON or CSV). +- `--offers`: Asset bundle or offer IDs to align messaging. +- `--tracking`: UTM/taxonomy style guide reference. + +## Output Package +- Master channel calendar (table + ICS export) with send dates, owners, statuses. +- Channel-specific checklists (assets required, approvals, QA steps, trafficking notes). +- Risk log (dependencies, blockers, mitigations). +- Reporting expectations (metrics per channel, refresh cadence). + +## Best Practices +- Sequence channels for storytelling (teaser -> announcement -> nurture). +- Lock copy deadlines at least 5 business days before launch. +- Share QA sign-off path (creative, legal, ops) to avoid delays. +- Maintain single source of truth for UTMs and tracking scripts. + +--- diff --git a/commands/launch-campaign.md b/commands/launch-campaign.md new file mode 100644 index 0000000..3d75dc0 --- /dev/null +++ b/commands/launch-campaign.md @@ -0,0 +1,346 @@ +--- +name: launch-campaign +description: Coordinate strategy, creative, channels, and analytics for multi-agent marketing campaigns. +usage: /campaign-orchestration:launch-campaign "Q1 Product Launch" --type product-launch --budget 100000 --timeline 8 +--- + +# Campaign Orchestration Workflow + +Multi-agent orchestration for end-to-end marketing campaign execution, coordinating strategy, creative, distribution, and analytics across multiple channels. + +## Command Syntax +```bash +/campaign-orchestration:launch-campaign "" --type --budget --timeline +``` + +## Orchestration Overview + +This orchestrator coordinates 8+ specialized agents to execute comprehensive marketing campaigns: + +``` +┌────────────────────────────────────────┐ +│ Campaign Orchestrator │ +│ (Master Coordinator) │ +└────────────────┬───────────────────────┘ + │ + ┌────────────┴────────────┐ + │ │ +┌───▼──────┐ ┌───────▼──────┐ +│Strategy │ │ Creative │ +│Agents │ │ Agents │ +├──────────┤ ├──────────────┤ +│Campaign │ │Content │ +│Strategist│ │Creator │ +│Audience │ │Designer │ +│Analyst │ │Copy Writer │ +└──────────┘ └──────────────┘ + │ │ + └────────────┬────────────┘ + │ + ┌────────────┴────────────┐ + │ │ +┌───▼──────┐ ┌───────▼──────┐ +│Channel │ │ Analytics │ +│Agents │ │ Agents │ +├──────────┤ ├──────────────┤ +│Email │ │Data Analyst │ +│Social │ │Attribution │ +│Paid Media│ │ROI Calculator│ +│SEO │ │Dashboard │ +└──────────┘ └──────────────┘ +``` + +### GTM Agents Pattern & Plan Checklist +> Based on GTM Agents's orchestrator guidance @puerto/plugins/orchestrator/README.md#112-325. + +- **Pattern Selection**: default to **pipeline** (Strategy → Creative → Channels → Optimization). Switch to **diamond/fan-out** when creative/analytics work can parallelize; note pattern choice in the plan header. +- **Plan Schema**: every `/campaign-orchestration` run must emit a JSON plan saved under `.claude/plans/plan-.json` with objective, complexity, stages, task IDs, parallelization block, context-passing notes, error handling, and success criteria. +- **Tool Hooks**: reference `docs/gtm-essentials.md` tools inside plan steps (Serena for code/landing-page patches, Context7 for doc lookups, Sequential Thinking for retros, Playwright for QA checkpoints). +- **Guardrails & Escalation**: define retry strategy (immediate vs modified), max retries (default 2), and escalation path (Campaign Strategist → RevOps lead) for failures. +- **Review Flow**: before execution, run the checklist from `docs/usage-guide.md#orchestration-best-practices-puerto-parity` (agent availability, dependency validation, deliverables alignment). + +## Workflow Phases + +### Phase 1: Strategy Development (Days 1-5) +**Lead Agent**: Campaign Strategist (Sonnet) +**Supporting Agents**: Audience Analyst, Competitive Analyst + +```yaml +Tasks: + - Define campaign objectives and KPIs + - Analyze target audience and segments + - Research competitive landscape + - Develop messaging framework + - Create campaign brief + +Outputs: + - Campaign strategy document + - Audience personas + - Messaging matrix + - Success metrics framework +``` + +### Phase 2: Creative Development (Days 6-15) +**Lead Agent**: Creative Director (Sonnet) +**Supporting Agents**: Content Creator, Designer, Copywriter + +```yaml +Tasks: + - Develop creative concepts + - Write core content pieces + - Design visual assets + - Create video scripts + - Build landing pages + +Outputs: + - Content library + - Design assets + - Landing pages + - Video content + - Email templates +``` + +### Phase 3: Channel Setup (Days 16-20) +**Lead Agent**: Channel Coordinator (Haiku) +**Supporting Agents**: Email Marketer, Social Manager, Paid Specialist + +```yaml +Tasks: + - Configure email automation + - Set up social campaigns + - Launch paid advertising + - Optimize for SEO + - Prepare PR outreach + +Outputs: + - Email sequences live + - Social calendar scheduled + - Ads launched + - SEO optimizations complete + - PR pitches sent +``` + +### Phase 4: Launch & Optimization (Days 21+) +**Lead Agent**: Performance Optimizer (Sonnet) +**Supporting Agents**: Data Analyst, Attribution Specialist + +```yaml +Tasks: + - Monitor real-time performance + - A/B test variations + - Optimize based on data + - Scale winning elements + - Report on results + +Outputs: + - Performance dashboards + - Optimization reports + - Test results + - ROI analysis + - Executive summary +``` + +## Agent Coordination Matrix + +| Agent | Role | Phase | Handoffs | +|-------|------|-------|----------| +| Campaign Strategist | Overall strategy | 1 | → Creative Director | +| Audience Analyst | Segment definition | 1 | → All agents | +| Creative Director | Creative oversight | 2 | → Channel agents | +| Content Creator | Content production | 2 | → Channel agents | +| Email Marketer | Email execution | 3 | → Data Analyst | +| Social Manager | Social execution | 3 | → Data Analyst | +| Paid Specialist | Paid media | 3 | → ROI Calculator | +| Data Analyst | Performance tracking | 4 | → All agents | + +## Campaign Types + +### Product Launch Campaign +```bash +/campaign-orchestration:launch-campaign "Q1 Product Launch" \ + --type product-launch \ + --budget 100000 \ + --timeline 8 +``` + +**Specialized Workflow**: +- Pre-launch buzz building +- Launch day coordination +- Post-launch momentum +- Customer success stories + +### Demand Generation Campaign +```bash +/campaign-orchestration:launch-campaign "Enterprise Lead Gen" \ + --type demand-gen \ + --budget 50000 \ + --timeline 12 +``` + +**Specialized Workflow**: +- Content pillar development +- Lead magnet creation +- Nurture sequence design +- Sales handoff optimization + +### Brand Awareness Campaign +```bash +/campaign-orchestration:launch-campaign "Brand Awareness 2024" \ + --type brand \ + --budget 200000 \ + --timeline 16 +``` + +**Specialized Workflow**: +- Brand narrative development +- Influencer partnerships +- PR coordination +- Event integration + +## Coordination Protocols + +### Communication Flow +``` +1. Daily Standups: Quick sync between active agents +2. Phase Gates: Formal handoffs with deliverable review +3. Escalation Path: Issues → Lead Agent → Orchestrator +4. Feedback Loops: Performance data → All agents +``` + +### Decision Framework +``` +if (performance < target) { + 1. Data Analyst identifies issue + 2. Relevant agent proposes solution + 3. Orchestrator approves change + 4. Implementation within 24 hours +} +``` + +### Quality Checkpoints +- Strategy approval before creative +- Creative review before channel setup +- Soft launch before full launch +- Daily optimization cycles +- Plan file updated when scope or owners change (keep `.claude/plans` log in sync). + +## Resource Allocation + +### Agent Time Allocation +``` +Strategy Phase: + - Strategist: 100% + - Analysts: 75% + - Others: 25% + +Creative Phase: + - Creative team: 100% + - Strategist: 25% + - Channel agents: 50% + +Execution Phase: + - Channel agents: 100% + - Analytics: 100% + - Creative: 25% +``` + +### Budget Distribution (Typical) +- Creative Development: 20% +- Paid Media: 40% +- Technology/Tools: 10% +- Content Creation: 20% +- Analytics/Reporting: 10% + +## Success Metrics + +### Campaign KPIs +```python +{ + "reach": { + "impressions": target * 1.2, + "unique_visitors": target, + "engagement_rate": "5%+" + }, + "conversion": { + "leads_generated": 500, + "mql_rate": "40%", + "sql_rate": "20%" + }, + "revenue": { + "pipeline_generated": budget * 10, + "revenue_attributed": budget * 3, + "roi": "300%+" + } +} +``` + +### Agent Performance Metrics +- Strategy accuracy: 85%+ +- Creative approval rate: 90%+ +- Channel performance: Above benchmark +- Data accuracy: 99%+ + +## Output Deliverables + +### Campaign Launch Kit +``` +📁 Campaign Assets +├── 📄 Strategy Document +├── 📁 Creative Files +│ ├── 🎨 Design Assets +│ ├── 📝 Copy Docs +│ └── 🎥 Video Files +├── 📁 Channel Configs +│ ├── 📧 Email Sequences +│ ├── 📱 Social Calendar +│ └── 💰 Ad Campaigns +└── 📊 Analytics Dashboard +``` + +### Executive Report Template +``` +Campaign: [Name] +Duration: [Timeline] +Budget: [Amount] + +Results Summary: +- Reach: [Metrics] +- Engagement: [Metrics] +- Conversions: [Metrics] +- Revenue: [Metrics] + +Key Insights: +1. [Top performing element] +2. [Surprising finding] +3. [Optimization opportunity] + +ROI: [Percentage] +Recommendation: [Next steps] +``` + +## Error Handling & Recovery + +### Common Issues & Solutions +| Issue | Detection | Resolution | Recovery Time | +|-------|-----------|------------|---------------| +| Low engagement | Analytics agent | Creative refresh | 48 hours | +| Poor conversion | Attribution agent | Landing page optimization | 24 hours | +| Budget overrun | Finance monitor | Channel reallocation | Same day | +| Technical failure | System alerts | Backup activation | 1 hour | + +### GTM Agents-Inspired Safeguards +- **Retry strategy**: retry once immediately with adjusted parameters; on second failure, escalate to orchestrator for manual intervention. +- **Fallback agents**: if specialized agents unavailable, document substitutions (e.g., Content Strategist covering Copywriter) in the plan. +- **Escalation triggers**: if KPIs breach guardrails twice in 48h (see lifecycle-mapping skill), notify Marketing Director + RevOps lead. + +## Integration Points + +- **Project Management**: Asana, Monday.com +- **Creative Tools**: Figma, Canva, Adobe +- **Marketing Platforms**: HubSpot, Marketo, Salesforce +- **Analytics**: Google Analytics, Mixpanel, Heap +- **Communication**: Slack, Teams + +--- + +*Orchestration Model: claude-sonnet-4 for strategy, claude-haiku-4-5 for execution* diff --git a/commands/optimize-performance.md b/commands/optimize-performance.md new file mode 100644 index 0000000..15e1104 --- /dev/null +++ b/commands/optimize-performance.md @@ -0,0 +1,41 @@ +--- +name: optimize-performance +description: Monitor live campaign metrics, identify issues, and recommend budget/channel adjustments. +usage: /campaign-orchestration:optimize-performance --campaign "Q1 Launch" --lookback 7d +--- + +# Optimize Performance Command + +## Purpose +Provide near-real-time performance insights plus prioritized optimization actions for active campaigns. + +## Syntax +```bash +/campaign-orchestration:optimize-performance \ + --campaign "" \ + --lookback 7d \ + --kpis "pipeline,sql,ctr,cpl" \ + --thresholds thresholds.json +``` + +### Parameters +- `--campaign`: Campaign identifier. +- `--lookback`: Window for analysis (e.g., 3d, 7d, 14d). +- `--kpis`: Metrics to monitor (pipeline, SQLs, CTR, CPL, ROAS, etc.). +- `--thresholds`: JSON config for alert thresholds or target ranges. +- `--experiments`: Optional backlog file for ICE scoring. + +## Output Package +- KPI snapshot (table/graph) with pacing vs goal. +- Anomaly detection summary (channels, creatives, audiences under/overperforming). +- Recommended actions list (owner, impact, effort, deadline). +- Forecast update (expected pipeline/revenue if actions executed). + +## Process +1. **Data Pull** – collect metrics from connected sources (ads, marketing automation, CRM). +2. **Pacing & Health Check** – compare actual vs plan; flag channels outside thresholds. +3. **Insights** – group findings by audience, creative, offer, channel. +4. 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-0,0 +1,32 @@ +--- +name: campaign-planning +description: Use when developing campaign strategy, briefs, KPIs, and workback schedules before execution. +--- + +# Campaign Planning Skill + +## When to Use +- Before launching multi-channel GTM efforts. +- When stakeholder alignment on goals, personas, and offers is needed. +- During quarterly planning or major product launches. + +## Framework +1. **Set Objectives** – tie to revenue/pipeline targets, define primary KPIs. +2. **Audience & Offers** – map personas, stages, ICP tiers, and value propositions. +3. **Messaging Architecture** – craft key narrative, proof points, CTA hierarchy. +4. **Channel Mix** – select channels, budget split, cadence, sequencing logic. +5. **Workback Plan** – create timeline with dependencies, approvals, and resource allocation. +6. **Risk Assessment** – identify blockers (legal, creative bandwidth, data access) and mitigations. + +## Templates +- **Campaign Brief**: See `templates/campaign_brief.md` for goal, audience, and KPIs. +- **RACI matrix** for decision-making. +- **Timeline Gantt template** with creative/ops milestones. + +## Tips +- Host a kickoff with every execution lead to walk through the brief and capture risks live. +- Keep KPIs to one primary and two secondary to avoid diffused focus. +- Bake review/QA milestones into the workback to prevent last-minute rework. +- Maintain a single source-of-truth dashboard so partner teams see timing, assets, and blockers. + +--- diff --git a/skills/channel-integration/SKILL.md b/skills/channel-integration/SKILL.md new file mode 100644 index 0000000..decc60f --- /dev/null +++ b/skills/channel-integration/SKILL.md @@ -0,0 +1,33 @@ +--- +name: channel-integration +description: Use when synchronizing messaging, timing, and measurement across multiple campaign channels. +--- + +# Channel Integration Skill + +## When to Use +- Running campaigns that span email, social, paid media, events, web, PR. +- Need to prevent message fatigue or conflicting offers. +- Ensuring consistent tracking/UTM taxonomy across channels. + +## Framework +1. **Messaging Matrix** – align offer, CTA, creative angle per channel/persona. +2. **Cadence Alignment** – stagger sends/posts to avoid overlap; define quiet periods. +3. **Asset Repository** – maintain single source of truth for approved copy/creative. +4. **Tracking Consistency** – standardize UTMs, naming conventions, analytics tags. +5. **Feedback Loop** – daily standup with channel owners to share insights/risks. +6. **Escalation Path** – define who can approve changes when conflicts arise. + +## Templates +- Channel calendar template (email, paid, social, events, partner). +- UTM builder/validation sheet. +- Real-time channel status dashboard (Ready, QA, Live, Blocked). +- Message/source-of-truth sheet mapping audience × channel × CTA. + +## Tips +- Use a common taxonomy for statuses (Draft, QA, Scheduled, Live) so every team reads the board the same way. +- Hold 15-minute syncs during peak launch weeks, async updates otherwise. +- Automate delivery of performance snapshots back to planners so adjustments happen fast. +- Designate a single owner for conflict resolution to avoid channel tug-of-war. + +--- diff --git a/skills/performance-tracking/SKILL.md b/skills/performance-tracking/SKILL.md new file mode 100644 index 0000000..f63e38c --- /dev/null +++ b/skills/performance-tracking/SKILL.md @@ -0,0 +1,32 @@ +--- +name: performance-tracking +description: Use when establishing measurement frameworks, dashboards, and optimization rhythms for live campaigns. +--- + +# Performance Tracking Skill + +## When to Use +- Before launch to define metrics, data sources, and reporting cadence. +- During active campaigns to monitor pacing vs goals and trigger optimizations. +- Post-campaign retros to capture learnings and benchmarks. + +## Framework +1. **Metric Hierarchy** – define business (pipeline, revenue), leading (MQL, CTR), and diagnostic metrics (CPC, landing page CVR). +2. **Data Plumbing** – map sources (ad platforms, MA, CRM, BI) and ensure consistent IDs/UTMs. +3. **Dashboard Build** – create executive + operator views with automated refresh. +4. **Alerting** – set thresholds for spend pacing, CPA, conversion drops, SLAs. +5. **Insight Cadence** – daily standups, weekly deep dives, end-of-campaign retros. +6. **Documentation** – record hypotheses, experiments, and outcomes. + +## Templates +- KPI tree worksheet. +- Dashboard spec (dataset, visualization, owner, refresh schedule). +- Optimization log (date, insight, action, result). + +## Tips +- Automate alert routing (Slack, email) so anomalies are actioned quickly. +- Pair dashboards with narrative summaries to help execs interpret shifts. +- Capture experiment context in the optimization log to prevent repeating failed tests. +- Align BI/RevOps early so new metrics get logged before launch. + +---