Before starting a new trial with the Morpheus MMM Platform, it's helpful to review this guide to ensure you upload all data correctly and fully understand the insights Morpheus provides.
What is Morpheus?
Morpheus, developed by Dataslayer.ai, is an MMM platform that helps businesses determine which marketing channels to invest in for long-term sales growth.
Marketing Mix Modeling is a statistical approach used to analyze historical data. It helps identify which marketing efforts drive sales most effectively. You can read more about it in our detailed article.
Unlike multi-touch attribution, Marketing Mix Modeling employs a set of statistical techniques that do not rely on tracking information, ensuring accurate results even without cookie data.
To resume, by applying MMM to your historical data, you can identify how different channels and variables contribute to your sales.
How to start with Morpheus
1. Activate Your Free Trial: Log in to the Dataslayer app, then click the "Start Trial" button for Morpheus to activate your 7-day free trial.
2. Begin Setup: After activating your trial, click "Get Started" on the next screen to begin.
3. Connect Your GA4 Account: To create an accurate model, start by connecting your Google Analytics 4 (GA4) account. This will import data from your digital channels.
Important: You cannot change your GA4 account once it’s connected, so ensure you select the correct one, and it has at least 1 year’s worth of data.
4. Upload Offline Data (Optional but Recommended): If you want to include offline channels, you can upload a CSV file. This step helps Morpheus take a more comprehensive view, integrating both online and offline data to assess the overall impact on your KPIs.
Note: This CSV is limited to a maximum of three columns and 12 months of data.
5. Select Location (Optional but Recommended): To further improve accuracy, you can select a specific location. Morpheus uses public data, such as weather, holidays, and regional events, to enhance the precision of your model.
6. Choose Your KPI: Next, select a KPI from the dropdown list. Choose the key metric that aligns with your business goals, whether it's tracking Total Revenue, Key Events, or another important metric.
7. Confirm Your GA4 Account: Once you’ve selected your data and KPI, Morpheus will remind you that the GA4 account cannot be changed after model training begins. Click "Finish" to confirm.
8. Morpheus Starts Analyzing: Once set up, Morpheus will begin analyzing your data and providing insights to identify which marketing channels yield the highest ROI and areas for optimization.
To gain a deeper understanding of each graph presented in this section, check out the detailed explanations provided in this article.
What’s Next?
Morpheus will present a series of detailed graphs that help you understand the influence of different variables on your selected KPI. These insights can guide future marketing optimizations and strategy planning.
As always, please do not hesitate to contact us via our live chat on our website or via e-mail if you still have doubts or questions. We are happy to help!