Marketing Campaign Analysis
Automated analysis of multi-channel marketing campaign data.
Input Requirements
Expects campaign data in CSV format with these columns:
- •date: Campaign date
- •campaign_name: Campaign identifier
- •channel: Marketing channel
- •segment: Customer segment
- •impressions: Ad impressions (empty for Email channel)
- •clicks: Number of clicks
- •conversions: Number of conversions
- •spend: Marketing spend in dollars
- •revenue: Revenue generated in dollars
- •orders: Number of orders
Data Quality Check
- •Check for missing values and empty cells (Email channel won't have impressions)
- •Verify no negative values in numeric columns
- •Flag anomalies (e.g., conversions without clicks)
Funnel Analysis
Calculate per channel:
- •Click Through Rate (CTR) = clicks / impressions × 100
- •Conversion Rate (CVR) = conversions / clicks × 100
Compare to user-provided benchmarks, report difference in percentage points and provide brief interpretation for each channel. If benchmarks are not provided, use these historical values:
| Channel | CTR | CVR |
|---|---|---|
| Facebook_Ads | 2.5% | 3.8% |
| Google_Ads | 5.0% | 4.5% |
| TikTok_Ads | 2.0% | 0.9% |
| 15.0% | 2.1% |
Efficiency Analysis
Calculate per channel:
- •Return On Ad Spend (ROAS) = revenue / spend
- •Cost Per Acquisition (CPA) = spend / conversions
- •Net Profit = revenue - Total Costs
- •Total Costs = spend + (orders × Shipping Cost) + (revenue × Product Cost %)
- •Unless user specifies different values, use:
- •Shipping Cost: $8 per order
- •Product Cost: 35% of revenue
Compare to user-provided targets. If not provided, use these defaults:
- •Target ROAS: 4.0x minimum
- •Max CPA: $50
Output Format
Present results as tables with status indicators:
Funnel Analysis Table: | Channel | CTR Actual | CTR Benchmark | CTR Diff | CVR Actual | CVR Benchmark | CVR Diff |
Efficiency Analysis Table: | Channel | ROAS | Status | CPA | Status | Net Profit | Status |
Status indicators:
- •ROAS: "[OK] Above" if >= target, "[X] Below" if < target
- •CPA: "[OK] Below" if <= max, "[X] Above" if > max
- •Net Profit: "[OK] Positive" if > 0, "[X] Negative" if <= 0
Follow each table with brief channel-by-channel interpretation highlighting key insights and recommended actions.
Budget Reallocation
If user asks about budget reallocation, read references/budget_reallocation_rules.md for the complete decision framework including eligibility rules, performance-based actions, and constraints.