V Skill HF-D8.3-005 cross-sector 11 skills
Marketing analytics and attribution
Measures the effect of marketing efforts with dashboards and models and attributes revenue and leads to channels and campaigns.
How hrmforce measures this
- Assessment method
- Work sample test · rho 0.33 (SD 0.09)
- hrmforce instrument
- Work sample test, Knowledge test (client-specific)
- Competency (50-framework)
- Problem Analysis
- Trainability
- high
- Demand outlook 2026 to 2030
- rising
The candidate performs a representative work sample under standardised conditions.
Behavioural anchors
| Level | Behaviour at this level |
|---|---|
| N1 Guided | Pulls the standard reports from the analytics tool and puts the key figures into the weekly overview. works under supervision and follows instruction · routine, one variable at a time · own task |
| N3 Proficient | Builds a dashboard per channel, checks the measurement setup and explains which campaign delivered which result. sets own approach and seeks input proactively · several variables, some ambiguity · own team or process |
| N5 Leading | Chooses the attribution model for the organisation, weighs its limitations and steers budget allocation on the outcomes. sets the standard and the policy · strategic, under high uncertainty · organisation, value chain or profession |
N2 and N4 are deliberately not anchored. Raters place them between the anchors, following the O*NET convention.
Underlying skills
These skills inherit the assessment route and the behavioural anchors of this construct.
| T | Skill | Definition | Demand outlook 2026 to 2030 |
|---|---|---|---|
| T | Reading Google Analytics 4 | Extracts traffic, behaviour and conversions from Analytics and explains what the figures mean. | rising |
| T | Building a Looker Studio dashboard | Connects marketing sources in Looker Studio and builds a dashboard stakeholders read themselves. | rising |
| V | Choosing an attribution model Attribution modelling | Chooses and justifies how conversions are attributed to channels and touchpoints. | rising |
| V | Carrying out conversion optimisation Conversion rate optimisation | Improves pages and forms step by step so a larger share of visitors converts. | rising |
| V | A/B testing a landing page A/B testing | Runs two variants of a page against each other, sets the sample and assesses the difference. | rising |
| V | Measuring the marketing funnel Funnel measurement | Measures per step from reach to customer how many visitors continue and where loss occurs. | rising |
| V | Calculating return on ad spend Return on ad spend | Sets advertising cost against revenue per campaign and determines the return per channel. | rising |
| V | Setting up UTM tagging UTM tagging | Builds a fixed naming convention for campaign parameters so sources stay recognisable in reports. | rising |
| T | Using Google Search Console | Reviews impressions, positions and indexing issues in Search Console and initiates actions. | rising |
| V | Marketing reporting to management Marketing reporting | Summarises marketing results in a short report with conclusion and proposal for adjustment. | rising |
| V | Setting up cookieless measurement Cookieless measurement | Configures measurement that works without third party cookies, using consent management and server tagging. | rising |