Analysis / Marketing performance and attribution
Separate branded demand from nonbrand discovery
Use Proforma to separate branded demand from nonbrand discovery. Produce branded and nonbrand search table and ambiguous-query review list from your business data.
Marketing leader · Growth analyst
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Your starting prompt.
Separate branded and nonbrand search demand for [period] using our approved brand terms and ambiguity rules. Calculate clicks, impressions and tracked conversion rates by group, showing uncertain classifications separately. Compare changes with [baseline period] and identify landing pages gaining discovery traffic. Keep brand demand distinct from search optimization outcomes and do not infer that organic search generated all branded interest.
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Method and review
Keep the assumptions visible.
Align attribution windows, conversion definitions and currencies. Compare observed costs and outcomes; use a suitable experiment before describing an effect as causal.
For this task, check
Product names that are common words require reviewed classification rules rather than simple substring matches.
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