Report Generation

---
context: fork
name: report-generation
description: "Creates structured marketing reports including executive summaries, performance reports, and data narratives with templates for weekly, monthly, and quarterly cadences. Use when user asks about report generation, executive summary, performance report, weekly report, monthly report, marketing report, 리포트, 성과 보고서, 주간 보고서, or 월간 보고서."
platforms: [claude-code, gemini-cli, codex-cli, cursor]
level: 3
triggers:
  - "report"
  - "generate report"
  - "analytics report"
  - "summary"
  - "insights report"
agents:
  - "data-analyst"
  - "doc-updater"
tokens: "~3K"
category: "analysis"
---

# Report Generation

## When This Skill Applies
- Creating marketing performance reports (weekly/monthly/quarterly)
- Writing executive summaries with actionable insights
- Building data narratives that tell a story
- Designing report templates for recurring use
- Consolidating multi-source data into unified reports

## Core Guidance

### 1. Report Creation Process
```
Define Audience -> Gather Data -> Structure Report -> Write Narrative -> Add Visualizations -> Add Recommendations -> Review -> Distribute
```

### 2. Report Types

| Type | Audience | Frequency | Length | Focus |
|------|----------|-----------|--------|-------|
| Executive Summary | C-suite | Monthly/Quarterly | 1-2 pages | High-level KPIs, strategic insights |
| Campaign Report | Marketing team | Per campaign | 3-5 pages | Campaign performance, learnings |
| Channel Report | Channel owners | Weekly/Monthly | 2-3 pages | Channel-specific metrics |
| Full Analytics | Marketing leadership | Monthly | 5-10 pages | Comprehensive cross-channel analysis |
| Board Report | Board/Investors | Quarterly | 2-3 pages | Growth metrics, market position |

### 3. Report Structure

#### Standard Report Template
```
1. EXECUTIVE SUMMARY (10% of report)
   - Key highlights (3-5 bullet points)
   - Overall performance vs targets
   - Critical actions needed

2. KPI SCORECARD (15%)
   - Primary metrics with period-over-period comparison
   - Status indicators (on-track, at-risk, behind)
   - Trend arrows and context

3. DETAILED ANALYSIS (40%)
   - Performance by channel/campaign/segment
   - Trend analysis with explanations
   - Anomaly identification and root causes

4. INSIGHTS (15%)
   - Data-driven findings
   - Pattern identification
   - Correlation analysis

5. RECOMMENDATIONS (15%)
   - Prioritized action items
   - Expected impact of each recommendation
   - Resource requirements

6. APPENDIX (5%)
   - Data sources and methodology
   - Definitions and formulas
   - Raw data tables
```

### 4. Executive Summary Framework

**The "So What?" Test**: Every data point must answer "so what does this mean for the business?"

| Component | Content | Length |
|-----------|---------|--------|
| Bottom Line | Most important takeaway upfront | 1-2 sentences |
| Performance | KPIs vs targets | 3-5 bullet points |
| Wins | What worked and why | 2-3 highlights |
| Concerns | What needs attention | 1-2 flags |
| Actions | Recommended next steps | 2-3 priorities |

### 5. Data Narrative Techniques

| Technique | When to Use | Example |
|-----------|------------|---------|
| Lead with insight | Most important finding first | "CAC dropped 23% due to organic growth" |
| Compare to context | Raw numbers need context | "40% CTR vs 25% industry average" |
| Explain the why | Don't just state what happened | "Revenue grew because of Q4 campaign launch" |
| Quantify impact | Make recommendations tangible | "Shifting $5K to email would generate ~200 more leads" |
| Flag anomalies | Highlight unexpected results | "Unusual traffic spike on Mar 15 from Reddit mention" |

### 6. KPI Scorecard Design

```
Metric          | Current  | Target   | Delta    | Trend  | Status
----------------|----------|----------|----------|--------|--------
Revenue         | $250K    | $200K    | +25%     | [up]   | ABOVE
CAC             | $85      | $100     | -15%     | [down] | GOOD
LTV:CAC         | 4.2:1    | 3.0:1   | +40%     | [up]   | ABOVE
MQLs            | 1,250    | 1,500   | -17%     | [down] | BELOW
Churn           | 3.2%     | 3.0%    | +0.2pp   | [flat] | AT RISK
```

**Status Rules**:
- ABOVE: >10% above target (green)
- ON TRACK: Within +/-10% of target (green)
- AT RISK: 10-20% below target (yellow)
- BELOW: >20% below target (red)

### 7. Report Distribution Matrix

| Audience | Format | Frequency | Delivery |
|----------|--------|-----------|----------|
| C-suite | 1-page PDF | Monthly | Email + meeting |
| VP Marketing | Full report | Monthly | Dashboard + email |
| Team leads | Channel reports | Weekly | Slack + dashboard |
| Stakeholders | Campaign summaries | Per campaign | Email |
| Board | Investor deck | Quarterly | Meeting + PDF |

### 8. Report Quality Checklist

- [ ] Executive summary is self-contained (readable alone)
- [ ] All metrics have comparison context (period, target, benchmark)
- [ ] Charts and tables are properly labeled
- [ ] Insights are actionable, not just descriptive
- [ ] Recommendations include expected impact
- [ ] Data sources and methodology documented
- [ ] Consistent formatting and terminology
- [ ] Proofread for accuracy and clarity

## Output Template

```
[REPORT TITLE]
===============
Author:    [agent/team]
Date:      [YYYY-MM-DD]
Audience:  [technical | executive | mixed]
Version:   [draft | final]

EXECUTIVE SUMMARY
─────────────────
[2-3 sentences: what was done, key finding, recommendation]

KEY FINDINGS (audience-adapted)
───────────────────────────────
Technical Language           -> User-Facing Language
-----------------------------   -----------------------------
"Latency P99 increased 40%" -> "Some users experienced slower load times"
"Memory leak in auth module" -> "Login reliability issue identified and fixed"
"API rate limit exceeded"    -> "High demand caused temporary service delays"

[1] [finding in audience-appropriate language]
[2] [finding]
[3] [finding]

DETAILED ANALYSIS
─────────────────
[Section 1 Title]
[Analysis with supporting data]

[Section 2 Title]
[Analysis with supporting data]

ACTION ITEMS
────────────
# | Action                | Owner    | Deadline   | Priority | Status
--|----------------------|----------|------------|----------|--------
1 | [action description] | [person] | [YYYY-MM-DD]| [P1-P3] | [OPEN|DONE]
2 | [action description] | [person] | [YYYY-MM-DD]| [P1-P3] | [OPEN|DONE]

APPENDIX
────────
[Supporting data, raw metrics, methodology notes]
```

## Quick Reference

**Report Structure**: Executive Summary -> KPI Scorecard -> Analysis -> Insights -> Recommendations -> Appendix
**"So What?" Test**: Every data point must explain business impact
**Status Rules**: ABOVE (>10% above), ON TRACK (+/-10%), AT RISK (10-20% below), BELOW (>20% below)

---

## References

- See `${CLAUDE_SKILL_DIR}/references/report-structure-template.md` for report structure template
- See `${CLAUDE_SKILL_DIR}/references/kpi-scorecard-design.md` for KPI scorecard design