Analyzing Marketing Campaign

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% |

| Email | 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.