Harmonize datasets overview

The data in Mix Modeler is of different nature depending on the source of data. The data can be:

• aggregate or summary data, for example collected from walled garden data sources or offline advertising data gathered (like spend) from running a billboard campaign, an event, or a physical ad campaign,
• event data, for example from first party data sources. This event data can be data collected through the Adobe Analytics source connector from Adobe Analytics, or through the Experience Platform Web or Mobile SDK or Edge Network API, or data ingested using source connectors.

The harmonization service of Mix Modeler assimilates the aggregate and event data into a consistent data view. This data view, combined with internal and external factors data, is the source for the models in Mix Modeler. The service uses the highest granularity across the different datasets. For example, if one dataset has a granularity of monthly and remaining datasets do have weekly and daily granularity, the harmonization service creates a data view using monthly granularity.

Factors

Factors are key to model building and you want to understand what impacts the business holistically. Factors might not be related to marketing data.

• Internal factors are specific to your organization and can impact your conversions. For example, your sale season, promotions, and more.

• External factors are factors outside the control of your organization but which can still impact the conversions you achieve. Examples are CPI, S&P 500, and more.

An example of harmonized data

Imagine you have the following datasets available for Mix Modeler.

Dataset 1

Contains marketing effort dataset from YouTube, with a granularity of the aggregate data set to daily.

Dataset 2

Contains marketing effort dataset from Facebook, with a granularity of the aggregate data set to weekly.

Dataset 3

A conversion dataset, with a granularity of the aggregate data set to daily.

Dataset 4

A sample experience event dataset (Web SDK events) from the customer.

You want to build a harmonized dataset, with a granularity set to weekly. The event data is aggregated to week granularity and added to the harmonized dataset. The result is:

Harmonized dataset

Setup harmonized data

To build a harmonized dataset, like in the simplified example, you must follow these steps:

1. Define additional harmonized fields that you want to use beyond the global harmonized fields already available.
2. Set up dataset rules to map fields from your aggregate or experience event datasets to harmonized fields.
3. Define marketing touchpoints using the standard and additional harmonized fields that you defined.
4. Define conversions using the standard and additional harmonized fields that you defined.

View harmonized data

To see your harmonized data, in the Mix Modeler interface:

1. Select Harmonized datasets from the left rail.

2. Select Harmonized Data from the top bar. Aa recap of your harmonized data is shown based on the fields, dataset rules, marketing touchpoints and conversions you have defined.

   1. To redefine the period on which the recap of harmonized data is based, enter a date range for Date range or use to select a data range.

   2. To modify the harmonized field columns displayed for the Harmonized data table, use to open the Column settings dialog.

      1. Select one or more columns from AVAILABLE COLUMNS and use to add these columns to SELECTED COLUMNS.

      2. Select one or more columns from SELECTED COLUMNS and use to remove the selected columns and return these columns back to AVAILABLE COLUMNS.

      3. Select a column from DEFAULT SORT and toggle between Ascending or Descending.

      4. To change the order of columns displayed, you can move a column in SELECTED COLUMNS up and down through drag and drop .

   3. Select Submit to submit your column setting changes. Select Close to cancel any changes you made.

3. If more pages are available, use or at Page x of x to move between pages.