About custom media uploads
The MMM Setup Wizard supports custom media uploads for channels and data sources that Triple Whale cannot connect to directly.
This can include:
TV
Podcasts
Out-of-home advertising
Direct mail
Catalogs
Other online or offline media sources without a platform integration
Providing this data gives your Marketing Mix Model a more complete view of your media investment without requiring a platform integration.
Before you begin
Prepare a separate file for each custom media source you want to include.
Provide the data at a weekly cadence and include one or both of the following:
Spend
Impressions or an impressions-equivalent metric
The file should cover the historical period you want the model to analyze. Custom media is subject to the same history and data-quality requirements as connected channels.
For current guidance, see MMM data requirements and prerequisites.
Add custom media to a new model
Open Marketing Mix Modeling
In Triple Whale, expand Marketing Acquisition from the left navigation.
Select Marketing Mix Modeling.
Select Create New Model.
Select Create Production Model.
For the complete model-creation process, see Setting up your MMM model.
Upload your custom media file
Custom media is configured in Step 1: Basic Information of the MMM Setup Wizard.
To add a source:
Locate Custom Media.
Select + Add custom media.
Open Select a file in the new media entry.
Select the file containing the source’s weekly data.
The first custom media entry appears as Media #1.
After adding the necessary files, select Next and complete the remaining steps of the MMM Setup Wizard.
Remove a custom media source
To remove a source before submitting the model, select the trash icon next to its custom media entry.
Update custom media in an existing model
To add, replace, or remove custom media after creating a model:
Click Marketing Acquisition> Open Marketing Mix Modeling.
Locate the model on the Models page.
Open the model’s actions menu.
Select Update Model.
In Step 1: Basic Information, locate Custom Media.
Add a source, select a different file, or remove an existing entry.
Review and submit the updated configuration.
Updating the model’s media inputs may require a new model run before the revised results become available.
How custom media affects your model
Custom media uploads give the model additional information about media activity that would otherwise be missing from its inputs.
Including these sources can provide:
More complete media coverage: Evaluate offline and non-connected sources alongside connected advertising platforms.
A more representative channel mix: Include additional media investment when estimating channel contribution.
More complete model inputs: Give the model additional information when estimating media contribution and baseline revenue.
No additional platform integration: Provide the source’s historical data through an uploaded file.
Adding a custom media source does not guarantee that the model will identify a reliable contribution for it. Results depend on the source’s history, data quality, and variation in media activity.
Frequently asked questions
What format should the data use?
Provide weekly data containing spend, impressions, or an impressions-equivalent metric. It should include spend, impressions, or an impressions-equivalent metric.
How much historical data do I need?
Custom media sources are subject to the same history guidance as connected channels. See MMM data requirements and prerequisites for current requirements.
Can I add more than one custom media source?
Yes. Select + Add custom media for each source and upload a separate file for each entry.
Can I update custom media after setting up my model?
Yes. On the Models page, open the model’s actions menu and select Update Model. Return to Custom Media in Step 1 to update the model’s media inputs.
Does custom media affect Compass or only MMM?
Custom media is added directly to MMM. Because Compass incorporates MMM outputs, these sources may also be represented in Compass through their model-based results. However, sources that cannot be incrementality tested will not have incrementality-based confidence signals.
Can I remove a custom media source?
Yes. Select the trash icon next to the entry you want to remove, then submit the updated configuration.
Why might a custom media source have an unreliable estimate?
The model may have difficulty estimating the source’s contribution if:
The file contains limited historical data.
The data contains missing periods.
Spend or impressions remain nearly constant.
The source always increases or decreases alongside another channel.
The uploaded dates do not cover the selected model period.
For additional data-quality guidance, see MMM data requirements and prerequisites.