Marketing Mixed Modelling

Ruler's MMM uses a variety of data sources, including first-party data, to show the impact of different marketing touchpoints and can identify the point at which additional investment in a marketing channel will no longer result in a proportional increase in sales or revenue.

What data is required to run a Ruler benchmark model?

Ruler typically requires up to 2 years of historical spend and revenue data to build your initial benchmark model. This allows for accurate trend analysis and more reliable performance insights.

What types of data are included in the model?

We include:

• Marketing spend data
• Revenue data
• Any key additional variables, such as promotions, campaigns, or major events that may influence performance

How is online spend data collected?

Ruler connects directly to your advertising platforms via API. This enables:

• Automatic syncing of historical spend data
• Standardised formatting
• Weekly aggregation for modelling purposes

How do I provide offline marketing spend data?

For offline channels (e.g. TV, radio, print), you can provide data via an API integration, or Manual upload using a CSV file.

How is revenue and sales data integrated?

Depending on your systems, revenue data can be connected via API for automatic syncing, or uploaded manually using a CSV file. We will work with you during onboarding to decide the best way to get your data.

What format does my data need to be in?

Ruler’s model operates at a weekly level, so all data should be broken down to at least daily or weekly granularity.

Do you provide templates for manual uploads?

Ruler provides pre-formatted templates to make it easy to upload any manual data correctly and efficiently.

What happens if my data isn’t in the required format?

Our team will guide you on how to restructure your data. Using our templates ensures compatibility and speeds up the onboarding process, but we are able to offer flexibility as long as the required data is available.

Why is historical data important for the MMM?

Historical data enables the model to Identify trends and seasonality and understand the impact of different marketing activities. It gives us a benchmark before we begin tracking your new data via the MTA JavaScript.

If you need help preparing or integrating your data, the Ruler team is available to support you at every step.