Step one · what we read
We read your file. Here is what we think it says.
We found 104 weekly rows, 3 Jan 2022 to 25 Dec 2023, with 9 media channels and 5 other things that move sales. Check the three columns below. Everything after this screen is built on them being right.
Every column, and why we called it that
Your column
We think it is
Because
date
The week
104 of them, exactly 7 days apart, with nothing missing in between.
revenue
What you are trying to move
The series everything else is judged against. Runs $1.2M to $3.9M a week and never goes negative.
tv_broadcast_spend
TV — Broadcast
$5.1M over the window, never negative, and zero in 63 of 104 weeks — a channel that was switched off, not a gap.
tv_broadcast_impressions
TV — Broadcast impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
tv_cable_spend
TV — Cable
$2.8M over the window, never negative, and zero in 63 of 104 weeks — a channel that was switched off, not a gap.
tv_cable_impressions
TV — Cable impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
social_meta_spend
Social — Meta
$3.5M over the window, never negative, and never zero — this one never went dark.
social_meta_impressions
Social — Meta impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
social_tiktok_spend
Social — TikTok
$1.9M over the window, never negative, and never zero — this one never went dark.
social_tiktok_impressions
Social — TikTok impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
search_brand_spend
Search — Brand
$1.7M over the window, never negative, and never zero — this one never went dark.
search_brand_impressions
Search — Brand impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
search_nonbrand_spend
Search — Non-brand
$2.5M over the window, never negative, and never zero — this one never went dark.
search_nonbrand_impressions
Search — Non-brand impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
display_prog_spend
Programmatic Display
$1.8M over the window, never negative, and never zero — this one never went dark.
display_prog_impressions
Programmatic Display impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
video_ctv_spend
Video — CTV
$2.1M over the window, never negative, and never zero — this one never went dark.
video_ctv_impressions
Video — CTV impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
ooh_spend
Out of Home
$1.3M over the window, never negative, and zero in 62 of 104 weeks — a channel that was switched off, not a gap.
ooh_impressions
Out of Home impressions
Rises and falls with the spend above it, so we read it as the volume that money bought rather than as a second channel.
category_demand_index
Category demand index
Moves on its own, not with your spending, so it can carry the demand that was going to be there anyway.
price_index
Price index
Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.
promo_flag
Promotion
Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.
holiday_flag
Holiday
Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.
newsletter_sends
Newsletter sends
Not media, and it moves independently of what you spent — so it gets to explain sales that no channel should be credited with.
When each channel was on air
TV — Broadcast
39% · bursty
TV — Cable
39% · bursty
Social — Meta
100% · continuous
Social — TikTok
100% · continuous
Search — Brand
100% · continuous
Search — Non-brand
100% · continuous
Programmatic Display
100% · continuous
Video — CTV
100% · continuous
Out of Home
40% · bursty
3 channels go dark and come back — TV — Broadcast, TV — Cable, Out of Home. Those weeks are the most valuable data in the file, because a channel that stops is a channel whose effect can be seen separately from everything that was still running. Channels that never stop are the ones we usually cannot put a number on.
Your 2 years, totalled
Revenue
$259.3M
Media spend
$22.6M
Spend as a share of it
8.7%
Complete weeks
104