Understanding the Basics of Morpheus: Dataslayer's Marketing Mix Modeling Platform

In this article, we will explain the basics of Morpheus, a Dataslayer's Marketing Mix Modeling Platform

Morpheus is our Marketing Mix Modeling (MMM) platform at Dataslayer.ai, designed to help businesses identify the best marketing channels for long-term sales growth.

How to Work with Morpheus

Using Morpheus involves four key stages:

1. Upload Data

To begin, prepare your historical sales and marketing data in CSV format and upload it to the platform. After uploading, you can view statistics for each column at the top of your data table. Then you can customize date and time settings as needed.

2. Insights

Once your data is uploaded, navigate to the Insights tab. Here, you need to configure and train a model. This involves:

• Selecting the KPI column
• Adding extra context features
• Choosing columns to ignore
• Setting the training quality

After training the model, you can view visual graphs that highlight your current data. These graphs answer key questions such as: "What has happened so far?" and "Which media channel has influenced my sales the most?"

3. Optimization

The Optimization tab answers the question, "What could have happened if I had followed the recommendations it gives me?" Here, you can compare your current situation with the projected outcome after implementing budget optimization suggestions. Graphs will illustrate the expected ROI outcomes, helping you understand the potential impact of the recommendations.

4. Planning

The Planning tab assists you in building a long-term budget allocation strategy. You can set specific budgets and time frames, and then model the predicted ROI before spending any money.

Additionally, you will see insights on diminishing returns and a weekly investment plan for each channel.

For more information on getting started with MMM and the Morpheus platform, please contact us via website chat or email.