ChannelMix | Marketing & Media Mix Modeling Feature Importance Dataset
The ChannelMix Marketing & Media Mix Modeling Feature Importance Dataset is used to power the Feature Importance section of the MMM Dashboard. The dataset contains metrics produced while training the model.
The dataset is refreshed at the same cadence as the Marketing & Media Mix Model is refreshed - monthly by default. Only the most recently produced results are displayed in the dashboard.
| Field Name |
Field Type |
Description |
|
Channel |
TEXT |
Name of the marketing channel e.g. Display, Paid Search, Paid Social, Organic Search, etc. |
|
Feature Importance |
DOUBLE PRECISION |
Percentage indicating the importance of this channel in the model relative to other channels. |
|
Channel Average Spend |
DOUBLE PRECISION |
The average daily spend in this channel. |
|
Channel Total Spend |
DOUBLE PRECISION |
The total spend for this channel. |
|
Model Run Date |
DATE |
The date the model was trained. |
|
Conversion Name |
TEXT |
The name of the field the model is trained to predict. |
|
Average Conversion Value |
DOUBLE PRECISION |
Average value per conversion. |
|
Total Conversions |
DOUBLE PRECISION |
The total number of conversions in the dataset. |
|
Start Date |
DATE |
Earliest date in the dataset. |
|
End Date |
DATE |
Most recent date in the dataset. |
|
Min Daily Cost |
DOUBLE PRECISION |
Smallest amount spent in a single day summed across all channels. |
|
Max Daily Cost |
DOUBLE PRECISION |
Largest amount spent in a single day summed across all channels. |
|
Target Variable |
TEXT |
The name of the field the model is trained to predict. |
|
Target Variable Pretty |
TEXT |
A more descriptive name for the target variable to be displayed in the dashboard. |
|
Insert Date |
TIMESTAMP |
The date in which the record was loaded into the data warehouse |
|
Channelmix Profile |
TEXT |
The ChannelMix Profile associated to the data |
Version 2021.4