Research & Knowledge
Research, retrieval, summarization, and knowledge work
Skills List
crm-data-governance
Design and operate CRM field-level governance - who owns each CRM field, which system is authoritative for it, how often it must be refreshed, and how the rules are enforced. Produces a field dictionary, per-field ownership, a system-of-record map with write-precedence and conflict rules, freshness SLAs, an enforcement plan, a field lifecycle, and a governance cadence. Use whenever the user mentions field ownership, single source of truth, system of record per field, data dictionary, stale CRM data, custom field sprawl, "which system wins", or "our CRM fields contradict each other" - even if they never say "governance". Covers B2B and B2C. Do NOT use for org-wide, object-level source-of-truth policy - use mbfinotti/revops-skills@revenue-data-governance-strategy instead.
mbfinottipaid-media-scaling
Decide when a proven paid campaign has earned a budget increase, how large each step should be, how the ramp sequences over weeks and months, and how to avoid performance collapse on the way up - including readiness gates, vertical vs horizontal scaling, and rollback triggers. Use whenever the user asks whether to scale a campaign, how fast ad spend can rise, mentions a budget ramp, a scaling ceiling, or says performance collapsed after the budget was raised - even if they never say 'scaling'. Covers B2B and B2C. Do NOT use to split a fixed total across campaigns (mbfinotti/advertising-skills@ad-spend-allocation) or to track daily spend against a set budget (mbfinotti/advertising-skills@ad-budget-pacing).
mbfinottiad-negative-keywords
Build and maintain negative keyword lists from search term reports to cut wasted ad spend in paid search - n-gram query mining to surface irrelevant search terms, the right negative match types and exclusion levels (account, shared list, campaign, ad group), and a review cadence that avoids overblocking queries that convert. Use whenever the user mentions a search term or search query report, irrelevant clicks, junk traffic, wasted ad spend, or wants to exclude or block keywords - even if they never say 'negative keywords'. Covers B2B lead gen and B2C/e-commerce; needs the account's query data. Do NOT use for account-wide underperformance with no query-level evidence - use mbfinotti/advertising-skills@ad-account-diagnostic instead.
mbfinottiad-budget-pacing
Track daily and weekly spend against a single campaign or account budget and flag under-pacing or over-pacing before it hurts results, reporting the pacing ratio, projected period spend, and the corrective daily spend behind every alert. Use whenever the user mentions budget pacing, spend tracking, burn rate, spend vs budget, projected month-end spend, underspending or overspending, or asks whether a campaign is on pace - even if they never say 'pacing'. Covers any ad platform, B2B and B2C, calendar-month or fixed-date flights. It flags and recommends; it never changes budgets or bids. Do NOT use to plan a scale-up (mbfinotti/advertising-skills@paid-media-scaling) or to set CAC/ROAS thresholds (mbfinotti/advertising-skills@ad-spend-guardrails).
mbfinottiadvertising-kickoff
Before starting any paid advertising work, before each recurring advertising review, and whenever routing is unclear, route the task to the right skill of the advertising-skills collection - or say plainly that none fits - and bootstrap or resume the project's shared context artifact. Use at every advertising project start, on later sessions of the same project to re-route without re-interviewing, and whenever the user mentions a new ad campaign or paid media project, asks which advertising skill they need, or wants a periodic advertising check-in - even if they name no skill at all. Prefer this whenever several skills could apply, since the collection has three colliding clusters - the hirer-vs-candidate pair, the budget cluster, the creative cluster - and it returns a short-list plus an ordered skill chain rather than a single guess. Do NOT use when the task already maps cleanly to one skill, such as a pure account audit - that is mbfinotti/advertising-skills@ad-account-diagnostic.
mbfinottiad-audience-targeting
Turn a business's ICP and buying signals into a layered ad audience targeting plan - cold/broad prospecting, interest and in-market behavioural segments, lookalike/similar, first-party lists, and retargeting pools - each sized against platform audience floors, budgeted to the learning threshold, and kept from overlapping by exclusion rules. Use whenever the user mentions ad targeting, who to target with ads, audience tiers or layers, broad vs. layered targeting, audience overlap between campaigns, or mapping an ICP onto ad audiences - even if they never say 'audience'. Covers B2B and B2C. Do NOT use to pick the seed customers behind a lookalike (mbfinotti/advertising-skills@lookalike-audience-seeds) or to sequence retargeting messages (mbfinotti/advertising-skills@retargeting-funnel).
mbfinottiad-buyer-group-mapper
Map the likely buying committee for an offer, deal size, and industry, and give each role a messaging angle plus the ad-targeting proxy - job function and seniority, account list, account-level intent - that actually reaches them, sequenced by buying stage. Use whenever the user mentions a buying committee or buying group, decision makers, influencers or blockers, who signs off, targeting the economic buyer or a champion, per-role ad messaging, or whether one broad message beats per-role targeting - even if they never say 'buying committee'. Covers B2B committees and multi-decider household purchases. Do NOT use to size or build the audiences themselves - use mbfinotti/advertising-skills@ad-audience-targeting instead.
mbfinotti