In this article you'll find general requirements for your offline media data, if wanted to be used in Sellforte MMM.
1. Minimum data requirements
General rule and the minimum requirement to add your offline media data to Sellforte MMM is to provide
media investments (net)
modelled metric (depends on the data source)
on daily level!
Without fulfilling the three points, the data cannot be used in modelling.
Example of minimum requirements (for TV spots data)
Date (daily level) | Investment (net, per day) | GRP30 (modelled metric, per day) |
1.7.2023 | 1.55 € | 0.03 |
2.7.2023 | 1.23 € | 0.19 |
3.7.2023 | 1.80 € | 0.35 |
The minimum requirements, thus "must-haves" for each offline data source are listed in Sellforte's Offline Data Template. You'll access the template through your Sellforte contact (firstname@sellforte.com)!
2. Additional data
In addition to the minimum requirements, there are plenty of different data that can be used in the modelling for example to optimise the model and categorise results to gain deeper insights from the results of your MMM. Some examples of additional data include
Campaign ID
Campaign name
Media type
Media group
Media channel
Target audience
etc...
on daily level!
Again, you must provide the additional data on the same granularity level as the minimum data above so that it can be used.
Example of TV spots data with additional data fields
Date | Campaign ID | Campaign name | Media type | Media group | Media channel | Target audience | Investment | GRP30 |
1.7.2023 | 54321 | Summer sales 2022 | Offline | TV | TV Spots | All ages | 1.55 € | 0.03 |
2.7.2023 | 98765 | Sneaker sale July | Offline | TV | TV Spots | All 18-25 | 1.23 € | 0.19 |
3.7.2023 | 76543 | T-shirts promo | Offline | TV | TV Spots | All 18-25 | 1.80 € | 0.35 |
The additional data you can add is specified in Sellforte's Offline Data Template. You'll access the template through your Sellforte contact (firstname@sellforte.com)!