coreyhaines31/marketingskills v2.10.0

v2.10.0 — attribution (new, 1.1.0): models, reconciliation, and first-party attribution (incl. Tessa Kriesel's production feedback)

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attribution (new, 1.1.0): a dedicated skill for the hardest question in marketing — which efforts actually drive conversions and revenue. Fills a real gap: attribution was scattered across analytics (UTM setup), ads (platform pixels), revops (pipeline), and ai-seo (the AI blind spot), but no skill owned the models or the reconciliation problem. Two pillars. (A) Interpretation — the six attribution models and when each lies; MTA vs. MMM vs. incrementality and how to choose; self-reported attribution; reconciling the platform-vs-GA-vs-CRM-vs-survey disagreement (never sum across platforms; pick one source of truth; read directional trends); and the direct / branded-search / dark-social / AI blind spots. (B) Own your attribution (first-party) — a build runbook for instrumenting attribution yourself when you control the site/app: the identity graph, closing the identify() gap (adapted from Tessa Kriesel's PostHog approach), stitching conversions on third-party domains you don't own (SavvyCal/Calendly/Stripe) via metadata passthrough + webhook identity-merge, fail-closed anonymity guards, and first-touch data-quality cleanup — distilled from real production builds (Conversion Factory + Truelist). Four references (attribution-models.md, measurement-paradigms.md, by-business-type.md with B2B/DTC playbooks, first-party-tracking.md) and 7 evals covering reconciliation, model choice, the third-party stitch, ROAS incrementality, the direct/branded blind spot, the analytics boundary, and the DTC measurement stack. Pillar B also folds in production feedback from Tessa Kriesel (credited): the CRM last mile (sync a source field with confidence + basis and a paid-vs-non-paid read onto the account → revops), storing the full ordered touch path so the build track can run Pillar A's multi-touch models on real data, the "expect ~zero until the cross-subdomain stitch is verified in prod" window with a narrowly-scoped campaign-window fallback + pre-stitch backfill, and account-level rollup (excluding free-mail domains) for B2B.
analytics (2.0.0 → 2.0.1): description now hands off attribution modeling and reconciliation to the new attribution skill, keeping analytics scoped to tracking setup, event taxonomy, and UTMs.