Marketing KPI review

Purpose

Turn marketing metrics into a reliable decision brief by checking definitions, reconciling totals, identifying material movement, and separating evidence from interpretation.

Scope

The skill covers metric QA, period comparison, funnel movement, segment patterns, target variance, data gaps, and commentary.

Excluded: changing source data, designing tracking, and claiming causes the data cannot establish.

Data basis

• KPI table and metric definitions supplied as inputs.
• Targets, prior periods, campaigns and segment dimensions in scope when available.

Result

A KPI findings sheet and management commentary brief.

Quality criteria

• Every metric has definition, period, source and denominator.
• Totals and rates reconcile or discrepancies are visible.
• Commentary distinguishes observation, hypothesis and action.
• Missing data and attribution limits are explicit.

Instructions

Use the supplied definitions even when a common alternative exists. Compare like periods and cohorts. Never infer causality from a trend alone. Prioritize movements that change a decision, and retain the underlying values beside any commentary.

Adapt before use

• Map KPI, target, period, segment and source fields.
• Define formulas, comparison periods and materiality rules.
• Add campaign context and reporting audience.
• Keep source facts, analysis, recommendations, and unresolved questions visibly separate.
• Preserve stable document, section, page, sentence, URL, or row identifiers in every finding.
• Record assumptions about audience, channel, period, approval status, and data coverage.
• Treat missing guidance as an adaptation gap rather than inventing a company rule.
• Prefer a precise, bounded recommendation over a broad generic rewrite.
• Use supplied terminology consistently across the document, sheet, and any derivative copy.
• Do not infer performance, customer behavior, product capability, or market response from wording alone.
• Make every unresolved issue actionable by naming the missing decision, evidence, owner, or source.
• Keep factual claims traceable even when the final copy is concise.
• Recheck that counts, names, dates, and identifiers match across all outputs.
• Mark hypotheses as hypotheses and preserve competing explanations when evidence is mixed.
• Use the stated acceptance criteria as the final completeness check.