Using spend as variable

[Jakobhenningjensen]

Expected Behavior

In your guide here is it correct that you have the spend for some channel as a set_mediaVarName variable e.g that tv_S is the spend for tv ?

set_mediaVarName <- c("tv_S"    ,"ooh_S",   "print_S"   ,"facebook_I"   ,"search_clicks_P")
set_mediaSpendName <- c("tv_S"  ,"ooh_S",   "print_S"   ,"facebook_S"   ,"search_S")

What is the impact/purpose of having/not having the spend e.g tv_S as a mediaVar? Is it when we don't know the "outcome" say impressions, clicks etc. but we do know our spend?

Furthermore you write that it's a naming convention to let the spend-variables end with _S e.g tv_S. Do they all have to do that or could we call it e.g tv_spend instead?

[gufengzhou]

Hi, thanks for using this! The reason behind using exposure metrics (imps, clicks, GRP etc.) instead of spend is that we believe exposures better represent your paid media pressure at the audience, whereas spend has different efficiency across channels, or sometimes even within one channel. For example, 1 dollar spend on channel A might yield different reach as 1 dollar on channel B. Or FB retargeting campaigns and FB prospecting campaigns might very likely have different CPMs. We think that it makes sense intuitively. However, we can't quantify and verify this claim with numbers yet because we don't posses real client data. Hope it makes sense.

Regarding the naming convension with "_S", it's an old information and not necessary anymore. We'll update the guide soon.

[Jakobhenningjensen]

Thanks a lot!