07-marketing-report-global
This Claude Code skill generates executive-level marketing reports following an "insights first, numbers as proof" framework. It systematically gathers reporting period, available data, KPI targets, and active channels through structured questions, then delivers findings organized by performance summary, working elements, underperforming areas, and specific action items with assigned owners and deadlines. The tool compares metrics against targets, prior periods, and industry benchmarks to provide actionable intelligence suitable for rapid decision-making across global markets.
git clone --depth 1 https://github.com/minhnv0807/ai-business-skills /tmp/07-marketing-report-global && cp -r /tmp/07-marketing-report-global/skills/en/07-marketing-report-global ~/.claude/skills/07-marketing-report-globalSKILL.md
# Marketing Report (Global) ## Information gathering Ask up to 4 questions before reporting: 1. **Reporting period?** Week (which week, from-to dates) or month (month/year)? 2. **Available data?** Provide: ad spend, messages, leads, bookings, customers, revenue. If incomplete, note what's missing to ask. 3. **Targets set?** What KPIs were committed for this period? (revenue, leads, CPMess, ROAS). If none — use industry benchmarks. 4. **Channels running?** Meta Ads, TikTok Ads, Google Ads, Organic (TikTok, Facebook, Email/SMS). List all. --- ## Core principles ### "Read 5 minutes, know what to do next" Every report must answer these 4 questions in order: 1. **How were results?** — Did we hit targets? (1 sentence) 2. **What's working?** — Keep, scale up (2-3 points) 3. **What's not working?** — Fix, root cause (2-3 points) 4. **What to do next?** — Specific recs with deadlines and owners ### Order of presentation ``` Insight FIRST -> Numbers AS PROOF -> Action RECOMMENDATIONS ``` Never list numbers and let reader draw conclusions. Always state insight first, numbers as evidence. ### 3 comparison frames Each metric must compare against at least 1 of these 3 frames: | Frame | Meaning | Example | |-------|---------|---------| | vs Target | Hit or miss committed KPI | CPMess target $1.20 — actual $1.10 (hit) | | vs Previous Period | Up/down vs prior month/week | CPMess last month $1.40 -> this month $1.10 (-21%) | | vs Industry Benchmark | Better/worse than market average | Beauty industry CPMess $1.00-$1.60 — ours $1.10 (good) | --- ## Output structure ### Header ```markdown # Marketing Report — [Month X/YYYY] or [Week X: DD/MM-DD/MM] Author: [Name] Date: [YYYY-MM-DD] Status: [Hit Target / Missed Target / Exceeded Target] ``` --- ### 1. Executive Summary (read this section is enough) ```markdown ## 1. Executive Summary **Conclusion:** [1 sentence — hit/missed target, main reason] **Key metrics:** | Metric | Target | Actual | vs Target | vs Prior | |--------|--------|--------|-----------|----------| | Revenue | [X] | [X] | [+/-X%] | [+/-X%] | | Total MKT spend | [X] | [X] | [+/-X%] | [+/-X%] | | ROAS | [X] | [X] | [+/-X%] | [+/-X%] | | New customers | [X] | [X] | [+/-X%] | [+/-X%] | | Avg CPMess | [X] | [X] | [+/-X%] | [+/-X%] | **3 highlights:** 1. [Best thing this period — with data] 2. [Biggest issue — with data] 3. [Opportunity/risk to watch] ``` --- ### 2. Channel detail #### 2.1 Meta Ads ```markdown ### Meta Ads **Insight:** [1-2 sentences — channel doing well/poorly, reason] | Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Target | vs Prior Mo | vs Benchmark | |--------|------|------|------|------|-------|-----------|-------------|--------------| | Spend | | | | | | | | | | Impressions | | | | | | | | | | Clicks | | | | | | | | | | CTR | | | | | | | | | | Messages | | | | | | | | | | CPMess | | | | | | | | | | Leads | | | | | | | | | | CPL | | | | | | | | | **Top 3 high-performing ads:** | # | Ad name / Creative | Spend | Messages | CPMess | CTR | Note | |---|--------------------|-------|----------|--------|-----|------| | 1 | | | | | | | | 2 | | | | | | | | 3 | | | | | | | **Bottom 3 ads (turn off/fix):** | # | Ad name / Creative | Spend | Messages | CPMess | CTR | Issue | |---|--------------------|-------|----------|--------|-----|-------| | 1 | | | | | | | | 2 | | | | | | | | 3 | | | | | | | ``` #### 2.2 TikTok Ads _(Same structure as Meta Ads — replace CPMess with CPV if traffic, add Video Completion Rate)_ #### 2.3 Google Ads _(Same structure — replace Messages with Conversions, add Quality Score)_ #### 2.4 Organic (Natural content) ```markdown ### Organic **Insight:** [1-2 sentences] | Metric | Wk 1 | Wk 2 | Wk 3 | Wk 4 | Total | vs Prior Mo | |--------|------|------|------|------|-------|-------------| | Posts published | | | | | | | | Total reach | | | | | | | | Total engagement | | | | | | | | Avg ER | | | | | | | | New followers | | | | | | | | Top content (reach) | | | | | | | **Top 3 posts/videos:** | # | Content | Platform | Reach | ER | Saves | Shares | Note | |---|---------|----------|-------|-----|-------|--------|------| | 1 | | | | | | | | | 2 | | | | | | | | | 3 | | | | | | | | ``` #### 2.5 Email / SMS ```markdown ### Email / SMS | Metric | Actual | vs Benchmark | |--------|--------|--------------| | Campaigns sent | | | | Open rate | | [Industry avg: 15-25%] | | Click rate | | [Industry avg: 1-3%] | | Unsubscribe rate | | [<1% is good] | | Email revenue | | | ``` --- ### 3. Conversion funnel ```markdown ## 3. Conversion Funnel | Step | Volume | Conv rate | vs Prior | vs Benchmark | Rating | |------|--------|-----------|----------|--------------|--------| | Impression | [X] | — | [+/-X%] | — | | | Click | [X] | [X%] | [+/-X%] | [Avg: 1-2%] | [Good/Bad/Avg] | | Message / Lead | [X] | [X%] | [+/-X%] | [Avg: 15-25%] | | | Qualified Lead | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | | | Booking | [X] | [X%] | [+/-X%] | [Avg: 50-60%] | | | Customer | [X] | [X%] | [+/-X%] | [Avg: 30-40%] | | | Revenue | [X] | — | [+/-X%] | — | | **Bottleneck:** [Identify which step has lowest conversion — that's the issue to fix] ``` --- ### 4. Auto diagnosis ```markdown ## 4. Diagnosis: What's good — What's bad — Why ### Working well (KEEP + SCALE) | # | Finding | Numbers | Reason | Action | |---|---------|---------|--------|--------| | 1 | [e.g., UGC video creative low CPMess] | [CPMess $0.90 vs avg $1.20] | [Natural format, strong hook] | Scale: +30% budget, shoot 5 more UGC | | 2 | | | | | | 3 | | | | | ### Not working (FIX URGENTLY) | # | Issue | Numbers | Root cause | Severity | Action | |---|-------|---------|------------|----------|--------| | 1 | [e.g., Booking->Show low] | [28% vs target 40%] | [No 24h reminder, no deposit] | High | Auto reminder + collect $5 deposit | | 2 | | | | | | | 3 | | | | | | ### Unclear (MONITOR FURTHER) | # | Observation | Numbers | Hypothesis | Validation method | Timeline | |---|-------------|--------
Ke hoach Fullstack Marketing — master skill tong hop chien luoc, noi dung, trien khai, hieu suat, va timeline. Goi cac skill con de hoan thien output.
Use when the user needs an overall marketing plan for a period — objectives, segments, positioning, channel mix, content direction, budget, timeline, KPIs, and a risk matrix, adapted to US, EU, SEA, or LATAM. Trigger on 'marketing plan', 'marketing strategy for next year', 'go-to-market roadmap', 'plan for Q3', 'we have no marketing plan', 'where should we spend next quarter'. Also use when a founder only says the business needs to grow and has no idea which channel to start with. Not for — one specific campaign, see `02-campaign-brief-global`; working backward from a revenue goal to spend, see `10-reverse-kpi-global`; splitting a budget across channels and months, see `61-budget-planning-global`; taking a brand new product to market, see `59-go-to-market-global`.
Use when the user needs a monthly or weekly content calendar — posting schedule per channel, funnel ratio, content pillars, repurposing matrix, and an owner per slot. Trigger on 'content calendar', 'posting schedule', 'what should we post this month', 'editorial calendar', 'social media plan', 'we post randomly with no plan'. Also use when the user only says the team keeps running out of things to post. Not for — the brief for one specific post, see `36-content-brief-global`; the caption text itself, see `37-social-caption-global`; deciding next period content from last period data, see `40-next-content-plan-global`; a paid campaign timeline, see `02-campaign-brief-global`.
Lich noi dung thang — len lich dang bai da kenh voi ti le pheu, content pillar, repurposing matrix, va scoring tieu chi.
Brief chien dich marketing — 9 phan day du tu Context den Risk, bao gom creative direction, RACI, budget allocation theo phase, va auto-trigger cac skill lien quan.
Use when a specific campaign needs a brief the whole team can execute from — context, objective, audience, core message, creative direction, channels, deliverables, week-by-week timeline, approval gates, and risks. Trigger on 'campaign brief', 'creative brief', 'launch brief', 'brief the team on this campaign', 'we are running a promo next month', 'what is the plan for this campaign'. Also use when the user describes a promotion out loud and asks for something the team can actually run. Not for — the whole period plan, see `00-marketing-plan-global`; the list of design files needed, see `41-campaign-asset-list-global`; assigning work to one person, see `64-team-brief-global`; a new product launch sequence, see `59-go-to-market-global`.
Danh gia hieu suat marketing — audit performance ads va organic, chan doan root cause, de xuat toi uu voi action plan 48h va checklist hang tuan.
Use when marketing numbers look bad and the user needs to know WHY — layered root-cause diagnosis across tracking, delivery, creative, landing page, offer, and audience quality, 5-Whys, regional benchmarks for US, EU, SEA, and LATAM, and a 48-hour action plan. Covers dropshipping ROAS and BE-ROAS. Trigger on 'why is CPA so high', 'my ads are not converting', 'ROAS dropped', 'we are burning budget', 'performance is bad this month', 'diagnose the funnel'. Also use when the user pastes a screenshot of numbers with no question attached. Not for — auditing account configuration and scoring health, see `21-ads-audit-global`; writing a report someone else reads, see `07-marketing-report-global`; turning a raw export into insight, see `13-data-analysis-global`.