If you want to make your unified marketing modeling work, we need data from you.
But what kind of data?

1) A 2-year history of organic traffic by day and channel (direct, SEO, Paid Search Brand)

2) Channel specific data


Historic Traffic data

The historic traffic data is needed to feed the model and the calculation of a baseline which is a crucial part when it comes to the calculation of uplifts.

The data needs to be delivered only once.

CSV Header:
date,channel,users

Format
date (YYYY-MM-DD)
channel (direct, seo, paid search brand)
users (number)

Channel specific data

For the calculation of the performance impact of a marketing action (radio, TV, vouchers aso.) we need data for all actions you want to integrate in your UMM.

The data should be delivered regularly on a S3 bucket provided by Adtriba.

We only accept data which is delivered in the following format and exact column names.

Please provide 1 file per marketing channel using the following columns (depends on the marketing channel) :

Format:
date (YYYY-MM-DD)

{{Channel}}_spend

OR

{{Channel}}_impressions

OR

{{Channel}}_reach

Please only include one of the metrics above depending on the channel.


EXAMPLES:

FOR FACEBOOK

date,facebook_impressions

2020-01-01,1000

FOR RADIO

date,radio_spend

2020-01-01,200


FOR TV

date,tv_reach

2020-01-01,2.000.000

TARGET DATA

In advance to the data above we need click data per day and channel:

Again please provide 1 file per channel only, using the following header:

date,{{Channel}}

EXAMPLE

FOR DIRECT

Header: date,direct

ROW: 2020-01-01,200


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