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
No column splits the panel into a geo cross-product, so this is read as a single national series.
| Column | Range or sample | Role | Why |
|---|---|---|---|
| date | 2022-01-03, 2022-01-10 | you mapped it | |
| revenue | 1,566,941 – 5,222,888 | you mapped it | |
| tv_broadcast_spend | 0.00 – 436,531 | you mapped it | |
| tv_broadcast_impressions | 0.00 – 31,125,325 | you mapped it | |
| social_paid_spend | 18,159 – 101,344 | you mapped it | |
| social_paid_impressions | 2,106,812 – 12,017,707 | you mapped it | |
| search_paid_spend | 5,997 – 118,311 | you mapped it | |
| search_paid_impressions | 135,604 – 2,469,632 | you mapped it | |
| display_prog_spend | 9,493 – 55,924 | you mapped it | |
| display_prog_impressions | 3,032,649 – 18,990,124 | you mapped it | |
| affiliate_spend | 13,583 – 14,529 | you mapped it | |
| affiliate_impressions | 1,409,269 – 2,428,227 | you mapped it | |
| retail_media_spend | 0.00 – 50,852 | you mapped it | |
| retail_media_impressions | 0.00 – 2,748,015 | you mapped it | |
| category_demand_index | 71.53 – 132.11 | you mapped it | |
| price_index | 91.00 – 102.86 | you mapped it | |
| promo_flag | 0.00 – 1.00 | you mapped it | |
| holiday_flag | 0.00 – 1.00 | you mapped it | |
| newsletter_sends | 240,376 – 787,015 | you mapped it |
When each channel was on air
Tv Broadcast
40% · bursty
Social Paid
100% · continuous
Search Paid
100% · continuous
Display Prog
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