ChannelMix | Marketing & Media Mix Modeling Optimization
The ChannelMix Marketing & Media Mix Modeling Optimization Dataset is used to power the Optimization section of the MMM Dashboard. The dataset contains recommended spend per channel to optimize conversions for a given budget and date range. The recommendations are provided for multiple budgets and date ranges at once.
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. |
|
Spend |
DOUBLE PRECISION |
Recommended spend for this channel. |
|
Conversions |
DOUBLE PRECISION |
Predicted number of conversions for optimized spend. |
|
Base Conversions |
DOUBLE PRECISION |
Actual number of conversions that occurred for the same time period last year. |
|
Budget Fraction |
DOUBLE PRECISION |
Fraction of the base budget to use in optimization. |
|
Base Budget |
DOUBLE PRECISION |
Actual budget for the same time period last year. |
|
Budget |
DOUBLE PRECISION |
The budget used for optimization. Base Budget * Budget Fraction. |
|
Scenario Name |
TEXT |
The name for this date scenario e.g. Next Month, Next Nine Months, etc. |
|
Start Date |
DATE |
Starting date for optimization period. |
|
End Date |
DATE |
End date of optimization period. |
|
Baseline Start Date |
DATE |
Start date for calculating budget from previous year. |
|
Baseline End Date |
DATE |
End date for calculating budget from previous year. |
|
Optimization ID |
TEXT |
ID to uniquely identify a Model ID, Scenario Name, Budget Fraction grouping. |
|
Run Date |
DATE |
Date the optimization was performed. |
|
Model ID |
TEXT |
ID to identify the trained model used for optimization. |
|
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