Capability standard · Marketing
Analytics and Reporting
v1.0Turning what happened in a channel into numbers a colleague can act on.
Turning what happened in a channel into numbers someone can make a decision with.
Reference CAP-MKT-001
What each level asks of you
A verifier marks against these descriptors. Level 1 is free and self-directed; Levels 2 and 3 use credits and a human verifier.
L1
You can pull the standard metrics for a channel and say which ones moved.
L2
You build a report that answers the business question, marks its caveats, and recommends the next move.
L3
You define the measurement framework others report into, and can say what the numbers cannot tell you.
What counts as evidence at L2
A report or dashboard you built, and the decision it changed.
Evidence has to be work you did. It is attached to the request and read by the verifier — it is never published.
Role models that ask for this capability
Data Analyst
Desirable for the role
L2 CaterpillarMarketing Analyst
Essential to the role
L2 CaterpillarPerformance Marketing Executive
Essential to the role
L2 CaterpillarSEO Specialist
Desirable for the role
L2 CaterpillarContent Strategist
Desirable for the role
L1 LarvaMarketing Executive
Essential to the role
L1 LarvaStandard due for review 2027-06-30. Levels are issued against the version current on the day they are earned.