MMM - Including Non-Spend Features
This guide outlines how Rockerbox can incorporate additional non-spend features into Marketing Mix Modeling (MMM) and the specific metrics needed for inclusion. For details on spend-related features, go here.
Key Requirements for All Features
Each feature should be described using the following:
- Date (precise dates preferred)
- Numeric Metric (e.g., spend, sends, likes, clicks, engagements, or binary values like 1/0)
- Optional: Additional dimensions such as audience or campaign type.
General Guidelines
- Date Alignment: Features are most effective in MMM when the reported date aligns with the date of impact (e.g., the date customers were exposed to the feature).
- Specificity: Precise dates are preferred over aggregated time frames like weeks or months.
- Upper Funnel Metrics: Metrics like views typically provide more insight than lower-funnel metrics (e.g., site visits).
- Binary Values: Although easy to generate, binary metrics are less informative. If possible, prioritize more descriptive metrics, though they may require more effort to collect.
- Unlisted Features: If the feature you wish to include is not listed below, please contact Rockerbox. We can help you determine how to include it.
- Prioritization: Focus on features with a significant impact on your KPI. If a feature is operationally challenging to track and has low priority, consider excluding it.
Feature | Description | Key Metric | Additional Dimensions |
Email campaigns (including triggered emails like cart abandonment and promotional emails like discounts or new products). | Sends | Campaign/Campaign Type, Audience | |
SMS | Similar to Email campaigns. | Sends | Campaign/Campaign Type, Audience |
Influencers | Influencer content promoting the brand. | Views, Likes, Clicks, or Engagements | Influencer Name, or Micro vs. Macro influencer |
Organic Social Posts | Organic social media posts (Facebook, TikTok, Pinterest, Snap, etc.). | Views, Likes, Clicks, or Engagements | Social Platform |
Blog Posts - by Views | Blog posts on your website, measured by views. | Views | |
Blog Posts - Binary | Indicator for blog posts published on specific dates. | 1 (Blog present) / 0 (No blog) | |
Press Release - by Views/Impressions | Press activity measured by views or impressions. | Views/Impressions | |
Press Release - Binary | Indicator for major press releases on specific dates. | 1 (Press release) / 0 (No press release) | |
Promotions - by Percentage | Percentage discount offered per day. | Percent Discount | |
Promotions - by Dollar Amount | Dollar discount offered per day (indicate non-USD if applicable). | Dollar Discount | |
Promotions - Binary | Indicator for promotional activity on specific dates. | 1 (Promotion present) / 0 (No promotion) | |
Key Dates | Special dates with spikes in KPI (holidays, Amazon Prime Day, etc.). | 1 (Key date) / 0 (Other dates) | |
Retail Store Launch - DMA size | Estimate of the share of the US audience where a new store was launched. | % of US Audience for the DMA the store was launched | |
Retail Store Launch - Binary | Indicator for retail store launches on specific dates. | 1 (Store launched) / 0 (No launch) | |
Product Launch - Binary | Indicator for major product launches on specific dates. | 1 (Product launched) / 0 (No launch) | |
Customer Sentiment | Measures brand or product sentiment. | Average sentiment score (e.g., NPS) |