Marketing & Media Mix Modeling Optimization Dataset (version 2021.4)

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

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