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
You can also include context variables which 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 like clicks, impressions, etc, aside from cost, can also be added as context variables.
Each context variable should be listed in a separate column.
KPI
You can include a KPI (Key Performance Indicator) column or select one metric (KPI) from the Upload Data section.
To learn more about the Upload Data section, please refer to this article.
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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