{
  "markdown": "# Dataslayer Marketing Skills\n\n**Marketing analysis skills with a real analysis engine.** Audit paid campaigns, find SEO opportunities, detect churn signals, and generate branded PDF reports — powered by 113 tested functions that handle the math deterministically.\n\nWorks with any data: connect the [Dataslayer MCP](https://dataslayer.ai/mcp) for automatic data fetching from 50+ platforms, or paste your own CSV/JSON manually.\n\nCompatible with [Claude Desktop](https://claude.ai/download) (Cowork), [Claude Code](https://code.claude.com), Cursor, Windsurf, and any agent that supports the [Agent Skills spec](https://agentskills.io).\n\n---\n\n## Table of contents\n\n- [Installation](#installation) — plugin vs individual skills, where and how\n  - [Plugin install (Cowork)](#option-1--full-plugin-cowork-only)\n  - [Individual skills (any plan)](#option-2--individual-skills-any-plan)\n  - [Claude Code (terminal)](#option-3--claude-code-terminal)\n- [Two ways to use](#two-ways-to-use-these-skills)\n- [What is Dataslayer](#what-is-dataslayer)\n- [Why this is different](#why-this-is-different-from-every-other-marketing-skills-repo)\n- [Skills overview](#skills-overview)\n- [ds-brain](#ds-brain)\n- [ds-report-pdf](#ds-report-pdf)\n- [ds-paid-audit](#ds-paid-audit)\n- [ds-channel-report](#ds-channel-report)\n- [ds-seo-weekly](#ds-seo-weekly)\n- [ds-content-perf](#ds-content-perf)\n- [ds-churn-signals](#ds-churn-signals)\n- [Business context](#business-context-optional-but-recommended)\n- [Quick start](#quick-start)\n- [Supported platforms](#supported-platforms)\n- [Contributing](#contributing)\n\n---\n\n## Installation\n\n### Plugin vs individual skills — what's the difference?\n\n| | **Plugin** (1 file, everything included) | **Individual skills** (1 file per skill) |\n|---|---|---|\n| **What you get** | All 7 skills + 4 agents + analysis engine | One skill at a time |\n| **File** | [`dataslayer-marketing-skills.zip`](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/dataslayer-marketing-skills.zip) | See table below |\n| **Where it works** | Claude Desktop with **Cowork** plan | claude.ai web, Claude Desktop (any plan) |\n| **Upload path** | Customize → **Personal plugins → + → Upload plugin** | Customize → **Skills → + → Upload skill** |\n\n> Don't know which to choose? If you have Cowork, use the **plugin** — it's one download and you get everything. If not, install the **individual skills** you need.\n\n---\n\n<a id=\"option-1\"></a>\n\n### Option 1 — Full plugin (Cowork only)\n\n**Requires:** Claude Desktop with a [Cowork](https://claude.ai/cowork) plan.\n\n1. **Download** [`dataslayer-marketing-skills.zip`](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/dataslayer-marketing-skills.zip)\n2. Open Claude Desktop → click **Customize** in the left sidebar\n3. Under **Personal plugins**, click the **+** button → **Upload plugin**\n\n   ![Customize panel — click + next to Personal plugins](assets/plugin-install-personal-plugins.png)\n\n4. Select the `.zip` file and click **Upload**\n\nDone — all 7 skills, 4 agents, and the analysis engine are ready.\n\n> **Note:** The file must have a `.zip` extension — `.plugin` is not accepted ([known issue](https://github.com/anthropics/claude-code/issues/28337)).\n\n---\n\n<a id=\"individual-install\"></a>\n<a id=\"option-2\"></a>\n\n### Option 2 — Individual skills (any plan)\n\n**Works on:** claude.ai web and Claude Desktop — **no Cowork required**.\n\n1. Download the skill you need from the table below\n2. Go to **Customize → Skills → +** → **Upload skill**\n\n   ![Skills section — click + then Upload skill](assets/skill-install-skills-menu.png)\n\n3. Select the `.zip` file and click **Upload**\n4. Repeat for each skill you want\n\n| Skill | What it does | Download |\n|---|---|---|\n| **ds-brain** | Cross-functional strategic analysis across all channels | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-brain.zip) |\n| **ds-paid-audit** | Audit Google Ads, Meta Ads, LinkedIn Ads campaigns | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-paid-audit.zip) |\n| **ds-seo-weekly** | Weekly SEO performance and ranking opportunities | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-seo-weekly.zip) |\n| **ds-content-perf** | Blog and content performance vs conversions | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-content-perf.zip) |\n| **ds-channel-report** | Channel-by-channel performance report | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-channel-report.zip) |\n| **ds-churn-signals** | Detect accounts at risk of churning | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-churn-signals.zip) |\n| **ds-report-pdf** | Generate branded PDF reports for clients | [Download .zip](https://github.com/Dataslayer-AI/Marketing-skills/raw/main/individual-skills/ds-report-pdf.zip) |\n\n> **Tip:** Each `.zip` contains exactly one skill. The \"Upload skill\" dialog only accepts one `SKILL.md` per file.\n\n---\n\n<a id=\"option-3\"></a>\n\n### Option 3 — Claude Code (terminal)\n\n**Works on:** [Claude Code](https://code.claude.com), Cursor, Windsurf.\n\n<details>\n<summary><strong>Install with --plugin-dir (recommended for development)</strong></summary>\n\n```bash\ngit clone https://github.com/Dataslayer-AI/Marketing-skills.git\nclaude --plugin-dir ./Marketing-skills\n```\n\nSkills are available immediately. Use `/reload-plugins` if you make changes.\n\n</details>\n\n<details>\n<summary><strong>Install via marketplace</strong></summary>\n\n```bash\n/plugin marketplace add Dataslayer-AI/Marketing-skills\n/plugin install dataslayer-marketing-skills@dataslayer-ai-marketing-skills\n```\n\nRun `/reload-plugins` after installing. Skills are namespaced — try `/dataslayer-marketing-skills:ds-paid-audit`.\n\n</details>\n\n<details>\n<summary><strong>Manual copy (Claude Code / Cursor / Windsurf)</strong></summary>\n\n```bash\ngit clone https://github.com/Dataslayer-AI/Marketing-skills.git .marketing-skills-tmp\n\ncp -r .marketing-skills-tmp/skills/*  .claude/skills/\ncp -r .marketing-skills-tmp/agents/*  .claude/agents/\ncp .marketing-skills-tmp/scripts/ds_utils.py .claude/scripts/\n\nrm -rf .marketing-skills-tmp\n```\n\nRestart Claude Code. Skills are auto-discovered — try `/ds-paid-audit`.\n\n</details>\n\n---\n\n## Two ways to use these skills\n\n### ⚡ Automatic mode — with Dataslayer MCP (recommended)\n\nConnect the [Dataslayer MCP](https://dataslayer.ai/mcp) and the skills\nfetch your live data automatically. No exports, no copy-pasting.\n\n```\nYou:    \"Audit my Google Ads campaigns\"\nClaude: [fetches live data from Google Ads, Meta, GA4...]\n        \"Your Europe campaign has a CPA of €84 vs your €52 target.\n         Here are 3 specific actions to fix it this week.\"\n```\n\n**Setup:** [dataslayer.ai/mcp](https://dataslayer.ai/mcp) — takes ~5 minutes.\nRequires a Dataslayer Advanced plan or higher.\n\n### 📋 Manual mode — without any MCP\n\nDon't have Dataslayer yet? The skills still work. Paste your data\n(CSV, TSV, JSON, or a table in the chat) and get the same analysis,\nsame benchmarks, same recommendations.\n\n```\nYou:    \"Audit my Google Ads campaigns\"\nClaude: \"I don't detect a Dataslayer MCP. You can set one up at\n         dataslayer.ai/mcp for automatic data fetching.\n\n         For now, paste or upload your campaign data and I'll\n         run the same analysis. Required columns: campaign name,\n         impressions, clicks, cost, conversions.\"\n```\n\nSame analysis engine. Same quality. Just less automation.\n\n---\n\n## What is Dataslayer\n\n[Dataslayer](https://dataslayer.ai) is a marketing data integration platform trusted by 2,000+ companies worldwide. It connects 50+ marketing platforms — Google Ads, Meta Ads, LinkedIn Ads, GA4, Search Console, TikTok Ads, and more — to destinations like Google Sheets, Looker Studio, BigQuery, Snowflake, and Excel.\n\nBuilt by [Softpoint](https://dataslayer.ai/about-us), Dataslayer is ISO 27001 and ISO 27701 certified, independently audited for security and privacy.\n\nThe [Dataslayer MCP](https://dataslayer.ai/mcp) is what makes these skills different: it gives Claude direct, live access to your marketing data — no exports, no copy-pasting, no stale CSVs.\n\n---\n\n## Why this is different from every other marketing skills repo\n\nOther marketing skills repos give Claude generic instructions. These skills\ninclude a tested analysis engine — `ds_utils.py` with 113 tests — that\nhandles UTM stripping, page classification, MRR calculation, campaign\npause detection, CPA sanity checks, and period comparison deterministically.\n\n**The analysis is the product.** Whether data comes from Dataslayer MCP\nautomatically or from a CSV you paste manually, the same engine runs:\nsame benchmarks, same classifications, same actionable output.\n\nWith the Dataslayer MCP connected, it goes from good to effortless:\n```\n# Without Dataslayer MCP (still works):\nYou:    \"Audit my Google Ads campaigns\"\nClaude: \"Paste your campaign data — I need: campaign, spend, clicks, conversions\"\nYou:    [pastes CSV]\nClaude: \"Your Europe campaign has a CPA of €84 vs your €52 target...\"\n\n# With Dataslayer MCP (zero friction):\nYou:    \"Audit my Google Ads campaigns\"\nClaude: [fetches live data automatically]\n        \"Your Europe campaign has a CPA of €84 vs your €52 target...\"\n```\n\n---\n\n## Skills overview\n\n| Skill | What it does | Output |\n|-------|-------------|--------|\n| [`ds-brain`](#ds-brain) | Full marketing intelligence — 4 parallel agents, all channels at once | Analysis |\n| [`ds-report-pdf`](#ds-report-pdf) | Branded client PDF report, generated and executed automatically | PDF file |\n| [`ds-paid-audit`](#ds-paid-audit) | Paid media deep-dive: CPA, audiences, budget waste, creative fatigue | Analysis |\n| [`ds-channel-report`](#ds-channel-report) | Weekly cross-channel digest with anomaly detection | Analysis |\n| [`ds-seo-weekly`](#ds-seo-weekly) | SEO opportunities: quick wins, CTR problems, ranking drops | Analysis |\n| [`ds-content-perf`](#ds-content-perf) | Content that converts vs content that just gets traffic | Analysis |\n| [`ds-churn-signals`](#ds-churn-signals) | Accounts about to cancel — before they hit the button | Analysis |\n\nThe repo also includes three development/QA tools (`ds-lint`, `ds-eval`, `ds-audit`) used for validating and testing skills. See [CONTRIBUTING.md](./CONTRIBUTING.md) for details.\n\n---\n\n## ds-brain\n\n> **No other marketing skills repository does this today.**\n\n`ds-brain` launches four specialized subagents simultaneously. While every other skill analyzes one channel at a time, `ds-brain` runs paid, organic, content, and retention in parallel — and then finds the connections between them.\n```\nYou: \"Give me the full picture\"\n\nClaude launches 4 agents at once:\n├── ds-agent-paid     → Google Ads, Meta, LinkedIn data\n├── ds-agent-organic  → Search Console, GA4 organic\n├── ds-agent-content  → Blog performance, conversions by page\n└── ds-agent-retention → At-risk accounts, MRR at risk\n\nClaude synthesizes all four and finds cross-channel patterns:\n\n\"Your paid CPA improved 18% this month — but retention data shows\naccounts acquired in the same period have a 34% lower activation rate.\nThe algorithm found cheaper traffic. It's the wrong audience.\nEvery euro saved in acquisition is being lost twice in churn.\n\nThis week's priority: pause the Europe PMax campaign and audit\naudience signals before reactivating.\"\n```\n\nOne command. Four agents running simultaneously. One clear priority for the week.\n\n---\n\n## ds-report-pdf\n\n> **Turn any analysis into a client-ready PDF with a single command.**\n\n`ds-report-pdf` fetches real data, analyzes it, writes Python code, executes it, and delivers a professional branded PDF — all automatically.\n\n### Fully customizable in plain English\n\nYou never touch a config file unless you want to. Just tell Claude what you need:\n```\n\"Generate the monthly report for Acme Corp.\nUse their logo from https://acmecorp.com/logo.png,\nbrand color #1B2F6E, report in Spanish,\nfooter should say Prepared by Agency XYZ.\"\n```\n```\n\"Make it darker blue\"\n\"Remove the retention section, not relevant for this client\"\n\"Shorter — just 2 pages with the key numbers\"\n\"Save these settings for Acme Corp\"\n```\n\nEvery preference is applied immediately and remembered for the rest of the session.\n\n### What the PDF includes\n\n- **Cover page** — client logo, brand colors, report period, agency footer\n- **Executive summary** — top-line metrics in a scannable card grid\n- **Channel performance** — tables with current vs previous period, color-coded changes\n- **Key findings** — max 3, each with what happened, why it matters, what to do\n- **Recommended actions** — numbered, prioritized, with expected impact\n- **Page headers and footers** — client name, agency name, page numbers\n\n### What you can customize\n\n| Element | How to change it |\n|---------|-----------------|\n| Logo | \"Use logo from [URL or file path]\" |\n| Brand color | \"Use color #FF6B35\" or \"make it navy blue\" |\n| Language | \"In Spanish\" / \"En français\" / \"Auf Deutsch\" |\n| Client name | \"This report is for Acme Corp\" |\n| Agency name | \"Prepared by Agency XYZ\" |\n| Date range | \"Last month\" / \"Q1 2026\" / \"Last 30 days\" |\n| Channels | \"Only Google Ads and organic\" / \"Add TikTok\" |\n| Sections | \"Without the appendix\" / \"Add an executive summary\" |\n| Length | \"Make it shorter\" / \"2 pages only\" |\n| Targets | \"Our CPA target is €45\" — shown as benchmark in tables |\n\n### The agency workflow\n```\nStep 1: \"Give me the full picture\"\n        → ds-brain analyzes everything in parallel\n\nStep 2: \"Generate the client report for Acme Corp\"\n        → ds-report-pdf produces the branded PDF\n\nStep 3: Send the PDF directly to your client.\n```\n\nTwo commands. Zero manual work. One PDF ready to send.\n\n### Saving client settings\n\nOnce you have the right setup for a client, say:\n```\n\"Save these settings for Acme Corp\"\n```\n\nClaude writes `dataslayer-config.json` automatically. Next month:\n```\n\"Monthly report for Acme Corp\"\n```\n\nThat's it. Logo, colors, language, channels — all remembered.\n\n---\n\n## ds-paid-audit\n\nDeep-dive into paid media campaigns. Detects budget traps, audience mismatches, creative fatigue, and conversion tracking issues.\n```\nYou: \"Audit my paid campaigns\"\n\nClaude: [fetches Google Ads + Meta + LinkedIn via MCP]\n\n\"AUDIENCE MISMATCH IN PMAX EUROPE · Severity: High\n\nWhat is happening: 'Pet Food & Supplies' audience is generating 39% of\nconversions at a CPA of €124, vs your target of €52.\n\nWhy it matters: You are spending €1,800/month on users unlikely to be\nyour ICP, inflating your blended CPA by ~35%.\n\nWhat to do: Add 'Pet Food & Supplies' as a negative audience signal.\nMonitor for 7 days.\"\n```\n\n---\n\n## ds-channel-report\n\nWeekly cross-channel digest. Scans for anomalies (any metric moving ±25% week over week), forms hypotheses about the cause, and delivers a concise report with one clear \"signal of the week.\"\n\n---\n\n## ds-seo-weekly\n\nClassifies your Search Console data into four buckets before writing anything:\n\n- **Quick wins** — queries ranking 4–15 with >200 impressions. One content update away from page 1.\n- **CTR problems** — ranking 1–10 but CTR below 3%. Fix the title, not the content.\n- **Ranking drops** — positions lost >5 places. Immediate investigation needed.\n- **Conversion gaps** — high traffic pages with conversion rate below 0.5%.\n\n---\n\n## ds-content-perf\n\nSeparates content into four categories: stars (high traffic + high conversion), traffic without conversion, conversion without traffic (hidden gems), and neither. Tells you exactly what to publish next based on what the data shows actually converts.\n\n---\n\n## ds-churn-signals\n\nRed / Amber / Green risk scoring for every active paid account. Surfaces MRR at risk before accounts cancel. Distinguishes between stated cancellation reason and real reason based on usage data.\n```\n\"Stated reason: Too expensive\nUsage data: 3 queries in 90 days, never ran a report\nReal reason: Never got value. Price was the excuse, not the cause.\"\n```\n\n---\n\n## Business context (optional but recommended)\n\nEvery skill tries to load `.agents/product-marketing-context.md` automatically. This file tells Claude about your product, targets, and channels — so it can give relevant analysis instead of asking you setup questions every time.\n\nTo set it up (from the repo root):\n```bash\ncp .agents/product-marketing-context.example.md .agents/product-marketing-context.md\n# Edit the file with your details\n```\n\nWithout this file, skills still work — they'll just ask a fallback question on the first run.\n\n---\n\n## Quick start\n```\n\"Give me the full picture\"\n→ ds-brain (4 parallel agents, all channels)\n\n\"Generate the monthly report for my client\"\n→ ds-report-pdf (branded PDF, ready to send)\n\n\"Audit my paid campaigns\"\n→ ds-paid-audit\n\n\"Weekly marketing summary\"\n→ ds-channel-report\n\n\"What are my best SEO opportunities this week?\"\n→ ds-seo-weekly\n\n\"Which blog posts are driving the most trials?\"\n→ ds-content-perf\n\n\"Which accounts are about to cancel?\"\n→ ds-churn-signals\n```\n\n---\n\n## Supported platforms\n\n**Paid media (full audit support):** Google Ads, Meta Ads (Facebook/Instagram), LinkedIn Ads\n\n**Paid media (basic metrics in cross-channel reports):** TikTok Ads, Reddit Ads\n\n**Analytics:** Google Analytics 4, Google Search Console\n\n**Retention:** Stripe (subscription health, payment failures, churn signals)\n\n**Destinations:** Google Sheets, Looker Studio, BigQuery, Snowflake, Excel\n\nDataslayer connects 50+ platforms — the skills above cover the channels with dedicated analysis logic. Other channels connected via Dataslayer will appear in raw data fetches but won't have skill-specific audit logic.\n\nFull connector list at [dataslayer.ai/connectors](https://dataslayer.ai/connectors)\n\n---\n\n## Contributing\n\nFound a bug or want to add a skill? PRs and issues welcome.\n\nSee [CONTRIBUTING.md](./CONTRIBUTING.md) for guidelines.\n\n---\n\n## License\n\nMIT — use freely.\n\n---\n\n*Built by [Dataslayer](https://dataslayer.ai) — the marketing data platform for teams that run on data.*",
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