营销活动投入与转化分析

Channel Performance Comparison#

Period: [Start Date] - [End Date] Compared Against: [Previous period / Industry benchmarks / Both] Prepared By: [Name]

---

Summary#

[1-2 sentence overview: which channels are performing best, which need attention, and the overall channel mix health.]

---

Channel Scorecard#

Channel	Spend	Revenue	Profit	ROI	ROAS	CTR	CPA	CPL	Grade
Email	$	$	$	%	x	%	$	$	[A-F]
Paid Search	$	$	$	%	x	%	$	$	[A-F]
Paid Social	$	$	$	%	x	%	$	$	[A-F]
Display	$	$	$	%	x	%	$	$	[A-F]
Organic Search	$	$	$	%	x	%	$	$	[A-F]
Organic Social	$	$	$	%	x	%	$	$	[A-F]
Referral	$	$	$	%	x	%	$	$	[A-F]
Direct	$	$	$	%	x	%	$	$	[A-F]
Total	$	$	$	%	x	%	$	$

Grading Scale:

• A: Exceeds all benchmarks
• B: Meets or exceeds target benchmarks
• C: Between low and target benchmarks
• D: Below low benchmark on 1+ key metrics
• F: Underperforming on multiple metrics or unprofitable

---

Channel Deep Dives#

[Channel Name]#

Performance Summary: [1-2 sentences]

Metric	Actual	Target	Benchmark	vs. Target	vs. Benchmark
Spend	$	$	-	%	-
Revenue	$	$	-	%	-
ROI	%	%	%	pp	pp
ROAS	x	x	x	%	%
CTR	%	%	%	pp	pp
CPA	$	$	$	%	%
CPL	$	$	$	%	%
CPC	$	$	$	%	%

Trend (Last 3 Periods):

Period	Spend	Revenue	ROI	ROAS	Key Event
[Period 1]	$	$	%	x	[Note]
[Period 2]	$	$	%	x	[Note]
[Current]	$	$	%	x	[Note]

Assessment: [Improving / Stable / Declining]

Action Items:

1. [Specific action for this channel]
2. [Specific action for this channel]

---

[Repeat deep dive section for each channel]

---

Attribution View#

How each channel is valued under different attribution models:

Channel	First-Touch	Last-Touch	Linear	Time-Decay	Position-Based
[Channel 1]	$ (X%)	$ (X%)	$ (X%)	$ (X%)	$ (X%)
[Channel 2]	$ (X%)	$ (X%)	$ (X%)	$ (X%)	$ (X%)
[Channel 3]	$ (X%)	$ (X%)	$ (X%)	$ (X%)	$ (X%)

Insight: [Which channels are over/undervalued by single-touch models?]

---

Funnel Performance by Channel#

Stage	[Ch 1]	[Ch 2]	[Ch 3]	[Ch 4]	Overall
Awareness	[Count]	[Count]	[Count]	[Count]	[Count]
Interest	[Rate]%	[Rate]%	[Rate]%	[Rate]%	[Rate]%
Consideration	[Rate]%	[Rate]%	[Rate]%	[Rate]%	[Rate]%
Intent	[Rate]%	[Rate]%	[Rate]%	[Rate]%	[Rate]%
Purchase	[Rate]%	[Rate]%	[Rate]%	[Rate]%	[Rate]%
Overall	[Rate]%	[Rate]%	[Rate]%	[Rate]%	[Rate]%

Best Funnel: [Channel with highest overall conversion rate] Biggest Bottleneck: [Channel + stage transition with worst drop-off]

---

Budget Allocation Analysis#

Current vs. Optimal Allocation#

Channel	Current %	Current $	Recommended %	Recommended $	Rationale
[Channel]	%	$	%	$	[Why]
[Channel]	%	$	%	$	[Why]
[Channel]	%	$	%	$	[Why]
[Channel]	%	$	%	$	[Why]
Total	100%	$	100%	$

Reallocation Impact Estimate#

Scenario	Projected Revenue	Projected ROI	Change vs Current
Current allocation	$	%	-
Recommended allocation	$	%	+%
Aggressive growth	$	%	+%
Cost optimization	$	%	+%

---

Competitive Context#

Metric	Our Performance	Industry Average	Gap
Channel Mix Diversity	[X channels active]	[X channels]
Overall ROAS	[X]x	[X]x
Paid vs Organic Split	[X/X]%	[X/X]%
Digital vs Traditional	[X/X]%	[X/X]%

---

Recommendations#

Immediate Actions (This Week)#

1. [Action] -- [Expected impact], [Owner]
2. [Action] -- [Expected impact], [Owner]

Short-Term (This Month)#

1. [Action] -- [Expected impact], [Owner]
2. [Action] -- [Expected impact], [Owner]

Strategic (This Quarter)#

1. [Action] -- [Expected impact], [Owner]
2. [Action] -- [Expected impact], [Owner]

---

Template from campaign-analytics skill. Populate with data from attribution_analyzer.py, funnel_analyzer.py, and campaign_roi_calculator.py.