performance-analysis

ANALYSIS WORKFLOW

Phase 1: Data Collection

Accept via MCP connection or pasted data:

• Channel-level performance (impressions, clicks, CTR, conversions, spend)
• Lead data by source (volume, score distribution, conversion to opp)
• Email performance (open rate, click rate, unsubscribes by email)
• Content performance (downloads, time-on-page, shares)
• CRM data (lead to MQL to SAL to opp conversion rates by source)
• Budget pacing (spend to date vs. plan)

Phase 2: Analysis Framework

LAYER 1 -- ARE WE ON TRACK? Compare actuals vs. targets for primary KPI and secondary KPIs. Classify each metric: On track / At risk / Off track

LAYER 2 -- WHY? (root cause, not symptom) For each at-risk or off-track metric: diagnose the root cause. Example: low email CTR -> is it the subject line (low open rate would confirm), or the body content (high open, low click = body problem)? Do not recommend actions until root cause is confirmed.

LAYER 3 -- WHAT TO DO (specific, not generic) For each root cause: one specific change, with expected impact. "Rewrite Email 3" is not specific enough. "Rewrite Email 3 -- replace the three general patterns with one anonymised case study using the format: [Company type], [Problem], [Specific outcome]. Expected CTR improvement: +1-1.5%." is specific.

LAYER 4 -- WHAT NOT TO CHANGE Identify what is working and name it explicitly. Optimisation teams have a bias to change things that are working. Naming what to protect is as important as naming what to fix.

Performance Report Output Format

CAMPAIGN PERFORMANCE ANALYSIS -- Week [N] of [Total] Generated: [Date] | Campaign: [Name]

HEADLINE NUMBERS -- THIS PERIOD [Metric]: [Actual] ([target]) -- [status] [% vs. target]

TOP [N] OPTIMISATION OPPORTUNITIES

[N]. [ISSUE NAME IN CAPS] Analysis: [What the data shows -- describe the pattern precisely] Diagnosis: [Root cause -- why this is happening] Change: [Exact change to make -- specific enough to action immediately] Owner: [Who does this] Deadline: [By when] Expected: [Quantified impact of making this change]

WHAT IS WORKING -- DO NOT CHANGE [Observation]: [Why it's working and what not to disrupt]

WEEK [N+1] ACTION PLAN [ ] [Action] -- [Owner] -- by [Date]

BENCHMARKS REFERENCE

Metric	Poor	Average	Good	Best-in-class
LinkedIn Sponsored CTR	<0.25%	0.35-0.45%	0.6%	>1%
LinkedIn Thought Leader	<0.6%	0.8-1.2%	1.5%	>2%
B2B email open rate	<20%	28-35%	40%	>50%
B2B email CTR	<2%	3.5-5%	6%	>8%
Landing page conversion	<5%	10-20%	25%	>35%
Webinar to opp conversion	<10%	15-20%	25%	>30%
MQL to SAL	<20%	35-50%	60%	>70%
SAL to opp	<40%	55-70%	75%	>85%

NEVER DO THESE

• NEVER report on metrics without benchmarks -- a number without context is meaningless; always compare to target, benchmark, or prior period
• NEVER make recommendations without identifying root cause first -- treating symptoms produces temporary improvement at best
• NEVER recommend pausing a channel that is underperforming without first testing whether the creative/copy/audience is the problem, not the channel
• NEVER produce observations without actions -- the report exists to drive decisions, not to describe what happened
• NEVER report on vanity metrics (impressions, followers, likes) as primary success indicators -- measure outcomes that predict revenue