Step one · what we read
We read your file. Here is what we think it says.
We found 156 weekly rows, 3 Jan 2022 to 23 Dec 2024, with 6 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
156 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 $1.6M to $5.2M a week and never goes negative.
tv_broadcast_spend
TV — Broadcast
$10.6M over the window, never negative, and zero in 93 of 156 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.
social_paid_spend
Paid Social
$7.3M over the window, never negative, and never zero — this one never went dark.
social_paid_impressions
Paid Social 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_paid_spend
Paid Search
$6.3M over the window, never negative, and never zero — this one never went dark.
search_paid_impressions
Paid Search 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
$4.1M 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.
affiliate_spend
Affiliate
$2.2M over the window, never negative, and never zero — this one never went dark.
affiliate_impressions
Affiliate 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.
retail_media_spend
Retail Media
$1.4M over the window, never negative, and zero in 98 of 156 weeks — a channel that was switched off, not a gap.
retail_media_impressions
Retail Media 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
40% · bursty
Paid Social
100% · continuous
Paid Search
100% · continuous
Programmatic Display
100% · continuous
Affiliate
100% · continuous
Retail Media
37% · started late
2 channels go dark and come back — TV — Broadcast, Retail Media. 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 3 years, totalled
Revenue
$476.6M
Media spend
$31.8M
Spend as a share of it
6.7%
Complete weeks
156