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

 

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