playbook-reference

DTC Growth Playbook — Reference Skill

Modular marketing science playbook. Load only relevant chunks from ${CLAUDE_PLUGIN_ROOT}/references/.

Chunk Routing

Task Type	Load These Files
Full client audit	tof-strategy, creative-testing, benchmarks, email-sms, channel-allocation, measurement
Meta Ads analysis	andromeda, tof-strategy, creative-testing, scaling-frequency
CRO / conversion audit	benchmarks, creative-testing, post-purchase
Amazon audit	benchmarks
Email / Klaviyo audit	email-sms, list-building, benchmarks
New client onboarding	mat-testing, tof-strategy, channel-allocation, list-building
Scaling / frequency issues	scaling-frequency, andromeda, tof-strategy
Creative review	creative-testing, andromeda
Quick benchmark check	benchmarks

AOV modifiers: $200+ → also high-ticket | <$100 → also low-ticket

Usage

1. Match task to routing table
2. Read listed .md files from ${CLAUDE_PLUGIN_ROOT}/references/
3. Apply frameworks and benchmarks when analyzing data
4. Cite playbook in recommendations (e.g., "Per the three-layer framework...")

Available Chunks

tof-strategy (three-layer campaign framework), creative-testing (Hook/Body/CTA, 3:2:2, 70/20/10), mat-testing (VP testing, messaging architecture), andromeda (Meta algorithm, creative diversity, learning phase), scaling-frequency (frequency thresholds by AOV, scaling sequence), high-ticket (AOV $200+), low-ticket (AOV <$100), email-sms (flows vs campaigns, Klaviyo benchmarks), benchmarks (funnel targets with sources), measurement (attribution, incrementality, cross-validation), channel-allocation (channel roles, seasonal budgets), list-building (popups, first-party data, segmentation), post-purchase (retention, cross-sell, flows)