Anthropic's Marketing Ops on Using Claude for Campaign Reporting - and How I Do the Same for Small Businesses. Notes on Skills.

Published: July 9, 2026

Anthropic's marketing ops team just shared how they are using Claude Cowork to campaign reporting & builds .. and the details show exactly how to move from chat to actual coworker runs.

What Anthropic is doing - weekly metrics reporting cut from days to hours using Sunday runs, and campaign ops triggered via Slack, routed to specialists, and verified by an audit agent. Everything controlled via skills.

The attached deck is a summary of the Anthropic setup.

Anthropic's full post here: claude.com/blog - how Anthropic's marketing operations team uses Claude Cowork to automate reporting and campaign builds

My practical experience with campaign ops for small businesses

• No slack on my client side.. its all calls, emails and whatsapp.
• The core setup revolves around four skills: list creation, list validation, response modeling, and campaign measurement.
• The most important things that the skills include = business context and business rules very specific to that domain and client requirements.
• Skills also have pointers to baseline Python scripts that the agent modifies...
• List output goes to the client as CSV with an HTML audit report. Not fully automated yet.
• Modeling & measurement: the response model skill is to build and refresh the model incorporating business specific stuff with outputs and iterations ... the way I want it done - model validations, decile tables, Gini .. ROC charts in exactly the format i want .. nearly all outputs as HTML nowadays.
• Measurement skill includes business specific rules (what's to be considered as an attributable conversion, etc.) plus pointers to baseline codes.

Important tips about skills

• Every recurring task = skill.
• Skill is business specific context and how you want it done, rather than code... your AI agents don't need to learn Python or how to build a ML model, they need to learn how you want it done ... coding they can do blindfolded.
• Code - create baseline scripts and keep pointers from the skills..
• Update the skills immediately after every task, campaign and session with new learnings.
• Skills tend to pile up and get messy... every few weeks open a new session and run a reorg - combine / split where it makes sense .. delete what is not required... (i also have a skill reorg skill)

Worth reading

Anthropic's own guide to skill creation. Worth the read:
The Complete Guide to Building Skills for Claude (PDF)

Their doc pages for skills:
platform.claude.com → agents-and-tools → agent-skills → overview

From my side:

• Claude Cowork guide: tigzig.com/post/working-with-claude-cowork-claude-code-jun2026
• Claude for Analytics, my hub for all of this: tigzig.com/ai-in-excel

A few more tips on skills

Claude Skills are what make it powerful for your specific tasks and workflows. Few more tips on skills:-

Names carry more weight than you'd expect

Had a doc called working-style.txt, different some sessions read it as "how the AI should behave", some as "how I work". Renamed it amar-user-profile.txt, added a line on what it's not for. Ambiguity gone. Same for skills.

Skills vs. CLAUDE.md

Any procedural workflow, "when this comes up, do these 5 steps," belongs in a skill, rather than a CLAUDE.md pointer to a doc. The skill's description IS the pointer.

Live code pointers most important

Point to the live code that already does it: a script, a component, a config line. Agents open the real code and use it.

Description does the triggering, body does the doing

The description lists the phrases that should trigger the skill, in addition to what the skill actually does. The body is the full recipe. Also put YOUR actual trigger words in the description. A few of mine, sound weird but work well for me:

• "do the cache warmer thing" - how I actually talk
• "bat it" - what I say after an HTML draft, for PDF conversion
• "break it" - fact-check skill, 50+ point checklist
• "do the SEO thing" - my SEO / AEO checklist

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Working on something similar? How I work covers the rates, the availability and what I take on.