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Data preparation is the crucial first step in creating a robust marketing mix model. The data connector allows for an easy self-serve data upload as well as integration with third-party solutions, including Airbridge, to prepare data for marketing mix modeling.

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Self-Serve Data Upload

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Prepare file to upload

Using the MMM Studio’s data connector, you can easily upload a CSV or XSLX file to the data hub and store data for the following data types that must be readied for marketing mix modeling: analysis target, marketing activity, and context variables.
The following data sets must be prepared to perform marketing mix modeling.
The files you upload MUST adhere to the required file formats, which differ by the data type you choose for the upload. Refer to the following when preparing files for self-serve data upload.
You can refer to this sample file and the following table to understand how the file for the analysis target data should be formatted.
  • The required column header names MUST be included in the file, which are metric, value, and date. Make sure the column header names are input in lowercase letters without spaces.
  • The file must be less than 100 MB in size. The file name must be less than 80 characters.
  • All fields in the required columns MUST include values. Input 0 or none, depending on the input format of the column.
  • All metric column fields must contain the same value, meaning that each file can only contain data of a single metric.
  • Up to 9 columns can be included in the file, meaning that 6 more columns can be input in addition to the 3 required columns.
  • Make sure the word “column” is not included in any of the column header names. Duplicate column header names shall not be included.
  • It is recommended to enter column header names in lowercase and keep them within 60 characters.
You can refer to this sample file and the following table to understand how the file for the marketing activity data should be formatted.
  • The required column header names MUST be included in the file, which are metric, value, date, and channel. Make sure the column header names are input in lowercase letters without spaces.
  • The file must be less than 100 MB in size. The file name must be less than 80 characters.
  • All fields in the required columns MUST include values. Input 0 or none, depending on the input format of the column.
  • All metric column fields must contain the same value, meaning that each file can only contain data of a single metric.
  • Up to 10 columns can be included in the file, meaning that 6 more columns can be input in addition to the 4 required columns.
  • Make sure the word “column” is not included in any of the column header names. Duplicate column header names shall not be included.
  • It is recommended to enter column header names in lowercase and keep them within 60 characters.
You can refer to this sample file and the following table to understand how the file for the context variable data should be formatted.
  • The required column header names MUST be included in the file, which are metric, value, and date. Make sure the column header names are input in lowercase letters without spaces.
  • The file must be less than 100 MB in size. The file name must be less than 80 characters.
  • All fields in the required columns MUST include values. Input 0 or none, depending on the input format of the column.
  • All metric column fields must contain the same value, meaning that each file can only contain data of a single metric.
  • Up to 10 columns can be included in the file, meaning that 7 more columns can be input in addition to the 3 required columns.
  • Make sure the word “column” is not included in any of the column header names. Duplicate column header names shall not be included.
  • It is recommended to enter column header names in lowercase and keep them within 60 characters.

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Upload file

  1. Select [Data Connector] from the left menu bar and select “Self-serve.”
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  1. Click the “Upload data (CSV, XLSX)” button.
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  1. Select the data hub where you want to store the data you upload. Then, select the data set type.
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  1. Drag and drop your file to the upload box or click “Select file with a click” to select your file. Ensure your data is prepared in a file that adheres to the required format. Click “Change file” to replace the file. Then, click the “Next” button.
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  1. Configure the data mapping table.
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  1. Click the “Upload” button to complete the self-serve data upload. Confirm the data type and the metric.
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  1. The data upload status can be viewed on the [Data Connector]>[Self-Serve] page. The time for the data to be saved in the data hub varies depending on the file size. It takes about 10 minutes for a file of 10MB to be stored in the data hub.
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Basic feature support

Click the […] action icon and select “Download” to download the uploaded file.
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Click the […] action icon and select “See details” to see the file information, upload details, and data mapping table.
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The failed upload histories can be deleted. Click the […] action icon and select “Delete history” to delete.
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The following status messages will show in the [Status] column. Refer to this section to solve errors. If you have problems with uploading your file, contact us at dl_mmm@ab180.co.
Most of the problems occur because the file does not adhere to the required format. Check your file again and make sure your network connection is working.When the data upload fails, click the exclamation icon next to the “Failed” badge to find the cause of the error.
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Airbridge Data Integration

NoteThe data connector is available to paid plan users only. If you are considering a paid plan, contact the MMM Studio team at dl_mmm@ab180.co.If you want to explore the MMM Studio before contacting the team, you can use the demo data to create a sample marketing mix model. Select [Model Configuration] from the sidebar, click the “Create a new model” button, and select “Data Hub (Demo)” as the data hub.

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Add a connection

  1. Select [Data Connector] from the sidebar in the MMM Studio and select “Airbridge.”
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  1. Click the “+Add connection” button.
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What is a connection?A connection is an element required for importing Airbridge data to the MMM Studio. When adding a connection, you can configure the connection details and the data you want to import. Multiple connections can be added.

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Enter connection info

  1. Enter the connection name. The connection name must be unique and consist of fewer than 32 characters.
  2. Select the data hub where you want to save the data you import.
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Connect the app

CautionOnly Owner and In-house Marketer users have access to the API token of the app registered to Airbridge in the Airbridge dashboard.
  1. Sign in to your Airbridge account and navigate to [Settings]>[Tokens] in the Airbridge dashboard to find the app name and the API token. For more details, refer to this article.
You can easily open the [My Apps] page list in your Airbridge account by clicking “Airbridge” to find the app name and API token.
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  1. Enter the app name and the API token into the respective fields in the MMM Studio.

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Define data to import

  1. Switch on the toggles to define the data you want to import from Airbridge for marketing mix modeling. Airbridge data from 2 days before the time the data integration is complete will be imported. Data from up to the last 180 days can be imported. For marketing mix modeling, the following two data sets are required:
    • Analysis target: Conversion or metrics that measure the business outcome
    • Marketing activity: Metrics that measure the marketing activities
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  1. Select the metrics and GroupBys of the data you want to import and decide under what names to save them in the data hub.
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  • Metric: At least 1 metric must be selected. Click “+Add metric” to add metrics and the [minus] icon to delete metrics.
  • GroupBy: Event Date, Country, and Platform are selected by default and can’t be deleted. Click “+Add GroupBy” to add GroupBys and the [minus] icon to delete GroupBys that have been added.
  • Metric: Clicks, Impressions, Clicks (Channel), Impressions (Channel), and Cost (Channel) are selected by default and can’t be deleted. No other metric can be added.
  • GroupBy: Event Date, Country, Platform, and Channel are selected by default and can’t be deleted. Click “+Add GroupBy” to add GroupBys and the [minus] icon to delete GroupBys that have been added.
  • Metric
    • Analysis Target metrics: Installs, Revenue, Order Complete
    • Marketing activity metrics: Clicks, Cost, Impressions
If you want to add a new metric, enter the metric name in the search bar and click “Add.”
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  • GroupBy
    • Event Date: Automatically mapped to the Airbridge GroupBy, Event Date
    • Channel: Automatically mapped to the Airbridge GroupBy, Channel
    • Country: Automatically mapped to the Airbridge GroupBy, Country
    • Platform: Automatically mapped to the Airbridge GroupBy, Platform
    • Custom 1, Custom 2, Custom 3, Custom 4: Can be mapped to any Airbridge GroupBy
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  1. When clicking the “Open Airbridge for data preview” button, you can view data of the last 7 days with the selected metrics and GroupBys applied to the Actuals Report in the Airbridge dashboard that will open in a separate tab.
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  1. Once the configuration is complete, click the “Add connection” button.
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The added connections are listed in the [Active Connections] tab.
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Manage connections

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Connection details

Click the [Arrow] icon on the right of each connection to view the connection details.
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Data info

Select the [Data Info] tab to view the details of the data imported via the connection, including the event mapping list.
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Connection info

Select the [Connection Info] tab to view the details of the connection, including the connection name, the data hub where the data is saved, and more.
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Duplicate connection

Click the “Settings” button and select “Duplicate” to copy the connection details. The connection details will be copied to create a new connection where you can make further adjustments.
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Archive connection

Click the “Settings” button and select “Archive” to archive the connection. In the popup window, enter the connection name into the field to confirm your intention to archive the connection.
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The archived connections are listed in the [Archived Connections] tab, where you can view when the connection was created and archived. The archived connections can’t be reactivated but duplicated. Click “Duplicate” to copy the connection details for creating a new connection. Data pulled from Airbridge before the connection is archived remains in the data hub even after the connection is archived.
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Connection status

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