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