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attribution skill

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/plugins/partner-co-marketing-orchestration/skills/attribution

This skill helps plan measurement, align data sharing, and report joint campaign ROI using a structured attribution framework.

npx playbooks add skill gtmagents/gtm-agents --skill attribution

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md

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---
name: attribution
description: Use to define measurement, data sharing, and ROI reporting for joint
  campaigns.
---

# Co-marketing Attribution Playbook Skill

## When to Use
- Planning measurement strategy for joint campaigns or events.
- Reconciling attribution discrepancies between partner analytics stacks.
- Preparing executive or partner reports on shared pipeline/revenue impact.

## Framework
1. **Taxonomy Alignment** – agree on UTM structure, campaign IDs, stages, and conversion definitions.
2. **Data Exchange** – determine cadence, format, security requirements, and normalization rules.
3. **Attribution Models** – select methods (first/last/multi-touch, split attribution, weighted models) and document assumptions.
4. **Governance** – define owners for metric updates, dispute resolution, and audit trails.
5. **Storytelling** – package dashboards and narratives for stakeholders, highlighting joint impact and next steps.

## Templates
- Attribution worksheet (source → partner → funnel stage → revenue).
- Data sharing checklist (fields, format, frequency, security).
- Reporting deck outline (KPIs, insights, actions).

## Tips
- Run attribution dry-runs before launch to catch data gaps.
- Include qualitative context (partner reach, brand lift) alongside quantitative metrics.
- Pair with `track-source` command to keep reports consistent across cycles.

---

Overview

This skill defines measurement, data sharing, and ROI reporting for joint campaigns and co-marketing programs. It codifies taxonomy, data exchange rules, attribution models, and governance so partners can produce consistent, auditable outcomes. Use it to align analytics stacks, reconcile discrepancies, and produce executive-ready revenue stories.

How this skill works

The skill inspects campaign metadata and mapping rules to enforce a shared taxonomy (UTMs, campaign IDs, funnel stages, conversions). It guides specification of data exchange formats, cadence, and normalization so partner pipelines can be joined reliably. It also captures chosen attribution models, governance roles, and reporting templates to produce repeatable ROI reports and dashboards.

When to use it

Planning measurement strategy for a new joint marketing campaign or event
Reconciling differences between partner analytics or CRM pipelines
Preparing partner-facing or executive reports on shared pipeline and revenue
Defining data sharing terms, security, and cadence before launch
Running a pre-launch dry run to validate tracking and mapping

Best practices

Agree on taxonomy first: UTM structure, campaign IDs, conversion definitions
Document attribution assumptions (first/last/multi-touch, splits, weights)
Run dry-runs to catch missing fields and normalization edge cases
Define owners, dispute resolution, and an audit trail for metric changes
Include qualitative context (partner reach, brand signals) alongside metrics

Example use cases

Two vendors co-host a webinar and need a single reconciled pipeline view
A channel partner and product team align tracking to report shared revenue
Marketing ops builds a repeatable handoff for quarterly joint campaigns
Revenue ops standardizes partner data exchange and security checklist
A cross-company executive report that shows joint impact and next steps

FAQ

Which attribution models should we pick?

Choose the model that best reflects your partnership goals; document the trade-offs and consider reporting multiple views (first, last, multi-touch or weighted) for transparency.

How do we handle data format mismatches?

Define a normalization layer in the data exchange spec: agreed field names, types, timezone, and currency rules, plus a reconciliation cadence and error handling policy.

What governance is required?

Assign metric owners, set a dispute resolution workflow, keep versioned specs, and log changes so audits and rollbacks are possible.