Monday week-start dates with continuous, unique weekly rows.
Data Contract
Governed weekly inputs for marketing effectiveness modeling.
The lab is built around explicit schemas rather than loose spreadsheets. Weekly marketing data, platform exports, source diagnostics, and final MMM-ready tables are validated before dashboarding or modeling.
Shopify or equivalent order export reconciles revenue and orders.
Current prototype parses uploaded CSVs without persisting private files.
Weekly MMM Schema
| Column | Description |
|---|---|
week_start | Monday date for the reporting week. |
revenue_gbp | Weekly ecommerce revenue in GBP. |
orders | Weekly ecommerce orders. |
new_customers | Weekly first-time customers. |
average_order_value_gbp | Weekly average order value in GBP. |
paid_search_spend_gbp | Weekly paid search media spend in GBP. |
paid_social_spend_gbp | Weekly paid social media spend in GBP. |
display_spend_gbp | Weekly display media spend in GBP. |
affiliates_spend_gbp | Weekly affiliate channel spend in GBP. |
email_spend_gbp | Weekly email or CRM campaign spend in GBP. |
influencer_spend_gbp | Weekly influencer marketing spend in GBP. |
organic_search_sessions | Weekly organic search sessions. |
promotion_depth_pct | Average weekly promotional discount depth. |
promotion_flag | Whether a major promotion ran that week. |
holiday_flag | Whether the week contains a major UK retail holiday period. |
season_spring_summer | Spring/summer seasonal collection flag. |
season_autumn_winter | Autumn/winter seasonal collection flag. |
consumer_confidence_index | Consumer confidence control placeholder. |
inflation_rate_pct | Inflation control placeholder. |
Connector Templates
GA4
Traffic, users, purchases, purchase revenue, and organic source/medium sessions.
Google Ads
Campaign, campaign type, cost, impressions, clicks, conversions, and conversion value.
Meta Ads
Campaign, objective, spend, reach, impressions, link clicks, purchases, and purchase value.
Shopify or Ecommerce
Gross sales, discounts, returns, net sales, orders, new-customer orders, and AOV.
CRM and Lifecycle
Sends, delivered, opens, clicks, orders, revenue, and platform or incentive cost.
Display
Campaign, platform, spend, impressions, clicks, and view-through or click-through conversions.
Affiliates
Partner, attributed orders, revenue, commission, and network fees.
Influencer
Creator fees, usage rights, paid boosting, impressions, engagements, tracked orders, and revenue.
External Controls
Consumer confidence and inflation controls aligned to the weekly modeling grain.
Assembly Mapping
| Source | Output Fields |
|---|---|
| Shopify or ecommerce | revenue_gbp, orders, new_customers, average_order_value_gbp, promotion fields, season defaults, holiday defaults |
| Google Ads | paid_search_spend_gbp |
| Meta Ads | paid_social_spend_gbp |
| CRM and lifecycle | email_spend_gbp |
| GA4 | organic_search_sessions from organic source/medium rows |
| Display ads | display_spend_gbp |
| Affiliates | affiliates_spend_gbp from commission plus network fees |
| Influencer | influencer_spend_gbp from creator fees, usage rights, and paid boosting |
| External controls | consumer_confidence_index, inflation_rate_pct |
Validation Rules
Week Starts
Dates must be Mondays, unique, and continuous.
Required Fields
All required schema or connector columns must be present.
Numeric Values
Numeric columns must parse cleanly and non-negative fields cannot be below zero.
Flags
Promotion, holiday, and season flags must be binary.
Source Diagnostics
The connector workflow reports weekly history, schema status, outcome quality, media channel coverage, organic availability, zero-default channels, and connector coverage before the dataset is used for modeling.