Table of contents

Introduction Info

To build your marketing mix model, the first goal is to obtain a dataset that encompasses all data that might impact your business. To achieve a robust model, it's crucial to think about and gather all the data that could impact the KPI you intend to measure.

The data you may need includes:

• Business KPI: The value Cassandra will forecast and optimize through its models (e.g. revenue, conversions)
• Marketing Campaigns: Paid Media activities with associated Spend (e.g. Facebook, Google) or Offline/other Paid activities with associated Spend (e.g. TV, radio, influencer)
• Organic activities: Both Offline and Online marketing activities with no spendings (e.g. Organic search impressions, email)
• Contextual Variables: Organization-level internal factors influencing sales (e.g. Promotions/discounts, price changes, product modifications, new releases, etc.) or external factors beyond our control that may affect our business (e.g. Exchange Rates, COVID, Weather, Unemployment Rate, Market Trends, etc.)

Mandatory Data Requirements

Optional Data Requirements

How to collect the data

You can do this in two ways (or combining both methods):

• API Connectors in Cassandra: Integrate with all of your platforms directly in minutes and forget about it
• Uploading your CSVs: You can manually export CSVs from each and every platforms and upload in Cassandra one by one or create your dataset by yourself and upload just that one

Let's look at the two methods in more detail:

API Connectors in Cassandra

Uploading your CSV Files