Data Requirements for Marketing Mix Modeling
Data Requirements
A comprehensive guide to the data needed for building robust marketing mix models.
Minimum Data Requirements
- Time series length: At least 2 years of weekly data (104+ observations)
- Dependent variable: Sales, revenue, or conversions at weekly granularity
- Media spend: Weekly spend per channel
- Promotional data: Promotion flags, discount depths
Recommended Additional Data
- Pricing: Average selling price over time
- Distribution: Store count, availability metrics
- Competitive data: Competitor spend or SOV
- External factors: Weather, holidays, economic indicators