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Sales data in Marketing Mix Modeling (MMM)
K
Written by Konsta Mustasilta
Updated over a week ago

Sales data might be located in custom formats in various locations, like data warehouses or CRM system. Sellforte can use your sales data, if it's available according to below standards in one table, or several tables that can be merged using unique key.

Importance

Label

1

Must have

2

Highly important

3

Important

4

Optional

Dimensions

Importance

Field

Rationale

1

Date

Must-have. Timeseries data used in modelling.

1

Web order ID

To link sales data to Google Analytics 4 reported orders

2

Order ID

For general use cases and linking different sales data tables together

2

Item ID

Used if modeling is done on item/brand/category level. Highly importanta if mapping products by Item ID to product table.

2

Product category 1

Important. Used if modeling is done on item/brand/category level

2

Sales channel

Important. Used if modelling is done on different sales channels.

3

Location ID

Important if location mapping is done by Locationa ID to locations table. Optional data for visualisation in revenue dashboard.

3

Loyalty card

Important. Used if modelling is done on different customer groups.

3

Campaign ID

Important if campaign mapping is done by Campaing ID to campaign table.

4

Order row ID

Used to validate sales.

4

Item name

Used if modeling is done on item/brand/category level

4

Item brand

Used if modeling is done on item/brand/category level

4

EAN

SKU info. Used if product mapping done on EAN basis.

4

Customer type

Optional data for visualisation in revenue dashboard. Important if filtering out specific customer types.

4

Add to cart order number

If we want to understand what was the item driving the purchase

4

Product category 2

Used if modeling is done on item/brand/category level

4

Product category 3

Used if modeling is done on item/brand/category level

4

Product category 4

Used if modeling is done on item/brand/category level

4

Location name

Optional data for visualisation in revenue dashboard

4

Campaign name

Optional data for visualisation in revenue dashboard

Metrics

Importance

Field

Rationale

1

Turnover

Must-have. Used as the target KPI in modeling

2

Margin

Must-have. Used as the target KPI in modeling

2

Granted discounts

Important. Used to model discount impact.

3

Volume

Must-have. Used as the target KPI in modeling

3

COGS

Optional target KPI to "Margin" in modelling.

4

Average order value

Used to validate sales.

4

Currency

Used to validate currency. Must have if multiple currenicies used.

4

VAT

Used to validate sales.

4

Unit price with VAT

Used to validate sales.

4

Base unit price with VAT

Used to validate sales.

4

Unit Price

Used to validate sales.

4

Base unit price

Used to validate sales.

4

Unit Cost

Used to validate sales.

4

Unit

Optional data for visualisation in revenue dashboard

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