Create a Model
The model functionality in Mix Modeler allows you to configure, train, and score AI/ML models specific to your business objectives and supported by AI-driven transfer learning between multitouch attribution and marketing mix modeling.
The models are based on the harmonized data that you create as part of the Mix Modeler application workflow.
A model in Mix Modeler is a machine learning model employed to measure and / or predict a specified outcome based on a marketer’s investments. Marketing touchpoints and summary-level data can be used as an input. Mix Modeler allows you to create variants of models based on different sets of variables, dimensions, and outcomes, such as revenues, units sold, leads.
Create a Model
- Navigate to Models in the Mix Modeler UI.
- Click on Open model canvas.
- You will need to provide a name for your model.
Name = All Orders Performance + {{participant initials}}
- Click Next.
- Now you will be able to configure your conversion evernt (target feature) and the marketing actions (features) that have been defined in the process of Harmonizing the data.
- For the Conversion goal select All Orders Event.
- For the Marketing touchpoints make sure that the following are selected:
- Affiliate Impressions
- Emails Sends
- Organic Search Clicks
- Organic Social Clicks
- Paid Search Impressions
- Paid Social Impressions
- Once you have slected your marketing touchpoints you will set an eligible Eligible data Population. Set this to Batch equals A1.
- Leave everything else as default and click on Next.
- There is flexibility here to fine tune the model based the portion of a marketing touchpoint and the confidence in the portion of the data. Leave everything as default and click on Finish.
Congratulations! You have completed creating your first model.