Understanding the uploaded local file format in Morpheus

The data you upload must follow a specific format to ensure your model is correctly built. In this article, you'll learn how to automatically upload your data into Morpheus.

One of the major challenges in Marketing Mix Modeling (MMM) is data extraction and preparation, which can often be complex, time-consuming, and error-prone. Morpheus simplifies and accelerates this process by providing an automated data upload feature, allowing you to efficiently organize and classify your historical data.

However, manual data uploads to Morpheus provide greater control over the data you include. For instance, you can select offline media such as TV, enrich your model with different contextual variables, or integrate data from connectors like CRMs that are not yet available on Dataslayer.

To ensure a successful manual data upload, please follow these guidelines:

Date

The most critical requirement is the date format. The date must be in a single column, formatted according to one of the accepted formats listed below.

Additionally, your data should be aggregated either by week or day, as MMM primarily operates with weekly data.

While monthly data can also be uploaded, it may cause less accuracy in the model when converted into weekly data.


The accepted date formats are:

Year|Week Week-Year Month-Year-Day Year, Month, Day Day/Year/Month
Year|Month Month-Year Month-Day-Year Year, Day, Month Day/Month/Year
Year-Week Week, Year Day-Year-Month Month, Year, Day Year\Month\Day
Year-Month Month, Year Day-Month-Year Month, Day, Year Year\Day\Month
Year, Week Week/Year Year|Month|Day Day, Year, Month Month\Year\Day
Year, Month Week/Year Year|Day|Month Day, Month, Year Month\Day\Year
Year/Week Year\Month Month|Year|Day Year/Month/Day Day\Year\Month
Year/Week Year\Month Month|Day|Year Year/Day/Month Day\Month\Year
Week|Year Year-Month-Day Day|Year|Month Month/Year/Day  
Month|Year Year-Day-Month Day|Month|Year Month/Day/Year  

Media Channel

These represent the channels where your marketing budget is spent, such as digital ads, TV, print, etc. Ensure that each media channel, whether online or offline, is listed in separate columns.

For each media channel, the primary metric to include is the spending amount (cost).

Context Variables

These are external factors that may influence your KPI, such as seasonality, holidays, competitors' data, economic conditions, or social media metrics. I.e., metrics related to media channels, aside from cost, can also be added as context variables.

Each context variable should be listed in a separate column.

KPI

You must include a KPI (Key Performance Indicator) column. Choose KPIs that directly align with your goals and are easy to interpret, as this will help you gain valuable insights and make data-driven decisions to optimize your marketing strategies.

Based on your goals, identify the relevant metrics to measure success. For example:

Business Type  Potential KPIs
Retail Sales Revenue, Conversion Rate, Market Share
Online Services Customer Acquisition Cost, ROI, User Retention
B2B Lead Generation Rate, Sales Revenue, CAC
E-commerce Cart Abandonment Rate, Conversion Rate, ROI
Advertising Click-Through Rate (CTR), Cost Per Click (CPC), ROI, Ad Engagement Rate

Note: You can only select one KPI per model. This KPI must be in a single column.

 

Once you've uploaded your local file, you can classify each column as a Media Channel, Context Variable, or KPI within Morpheus.

 

If you have any questions or need assistance, feel free to contact us via website chat or email. We are here to help!

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