Models

Last update: 2024-01-19
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  • Models
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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.

A model requires:

  • one conversion,
  • one or more marketing touchpoints (channels) comprised of summary-level data, marketing touchpoint data (event data) or both,
  • a configurable lookback window for
  • a configurable training window.

A model can optionally include:

  • external factors,
  • internal factors,
  • so-called ‘priors’ (probability distribution representing knowledge or uncertainty of data prior or before observing that data), which indexes prior conversions by channel,
  • spend share, which uses relative spend share as a proxy when marketing data is sparse.

Create a model

To create a model, use the Mix Modeler step-by-step guided model configuration flow available when you select Open model canvas. See Create a model for more details.

Manage models

To view a table of your current models, in the Mix Modeler interface:

  1. Select Models from the left rail.

  2. You see a table of the current models.

    The table columns specify details about the model.

    Column name Details
    Name Name of the model
    Description Description of the model
    Conversion event The conversion you have selected for the model.
    Run frequency The running frequency of training the model.
    Last run The date and time of the last training of the model.
    Status The status of the last run of the training of the model.
    Success
    Training issue
    Awaiting training
    Failed
    _ (when a last run is in progeress)
  3. To change the columns displayed for the list, select Column settings and toggle columns on Check or off.

View details of a model

To view more details of a model:

  1. Select Info for a model to show a pop-up with details.

Model insights

To view insights of a model, in the Mix Modeler interface:

  1. Select Models from the left rail.

  2. Select the name of a model with a Last run status of Success from the Models table. Model insights is only available on successfully trained models.

  3. From the context menu, select Model Insights. You are redirected to Model Insights.

Re-score

To re-score a model, in the Mix Modeler interface:

  1. Select Models from the left rail.

  2. Select the name of a model with a Last run status of Success from the Models table. Re-score is only available on successfully trained models.

  3. From the context menu, select Re-score. It may take a few minutes to show an updated status for the model.

Delete a model

To delete a model:

  1. Select the name of the model that you want to delete.

  2. From the context menu, select Delete to delete the model.

    WARNING

    The model is deleted immediately.

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