Before you begin
Before creating your model:
Confirm that the sales platforms you want to analyze are connected to Triple Whale.
Confirm that the advertising platforms you want included have sufficient historical data.
Decide which KPI the model should evaluate.
Identify major promotions or events that may have influenced performance.
Prepare a file for any media source you need to add through custom media upload.
For historical data guidance, see MMM Data Requirements and Prerequisites.
Open Marketing Mix Modeling
To access your MMM models:
In Triple Whale, expand Marketing Acquisition from the left navigation.
Select Marketing Mix Modeling.
The Models page displays existing models and their current statuses.
Start a production model
Select Create New Model in the upper-right corner.
Select Create Production Model.
The menu also displays options to create an experimentation model or generate a model using AI. This article covers the production-model workflow.
Step 1: Basic Information
Use the first step to define the model’s KPI, sales scope, features, and custom media.
Enter a model name
Enter a descriptive name in Model Name.
The model name is required. If you leave the field empty, the wizard displays the message Model name is required.
Select a KPI
Open the KPI menu and select the business result the model should evaluate.
Revenue
NC Revenue (New-customer revenue)
Orders
NC Orders (New-customer orders)
The KPI field is required.
Select your sales platforms
Open Sales Platforms and select the platforms whose sales data should be included.
Amazon
Shopify
TikTok Shop
Select All Sales Platforms to include every available platform.
Configure per-platform attribution
Enable Per-platform attribution model to display additional cross-platform sharing and prior settings.
When this setting is enabled, you'll find the following:
Cross-platform sharing
Soft prior strength
Soft prior baseline
The available Cross-platform sharing options shown are:
Independent
Moderate sharing
Strong sharing
Flat
Select model features
Under Features, choose the additional factors the model should include.
Include Discount Percent
Include Email/SMS
Run Geo Model
Add custom media
Use Custom Media to include a source that does not have a direct Triple Whale integration.
Select + Add custom media.
Open Select a file in the new media entry.
Select the file containing the source’s data.
Repeat these steps to add additional custom media sources.
To remove an entry, select its trash icon.
The first entry appears as Media #1.
When the Basic Information configuration is complete, select Next.
Step 2: Time & Events
Use this step to define the model period and add relevant historical events.
Select the time granularity
Open Time Granularity and select:
Daily
Weekly
Monthly
Select the model start date
Use Model Start Date to choose the beginning of the historical period the model should analyze.
For reliable outputs, the selected period should contain sufficient historical data and include meaningful changes in channel investment.
Set data lag days
Use Data Lag Days to account for a delay between the most recent available data and the period the model should analyze.
Add special events
Expand Special Events to add events that may have influenced the selected KPI during the model period.
Select Next to continue.
Step 3: Categorization
Use this step to choose how media should be grouped, review subcategory data quality, and configure model priors.
Select a category
Open Category and select the categorization level the model should use.
Campaign Type
Channel Type
Funnel Stage
Product
Region
Tactic
Unified Measurement
The Category field is required.
Choose whether to include GeoLift experiments as priors
Use Include geolift experiments as priors to determine whether connected GeoLift results should inform the model.
Wait for the data-quality analysis
After you select a category, Triple Whale analyzes the available subcategory data.
After the analysis finishes, the wizard displays counts for:
Included
Excluded
Flagged
Review subcategory settings
Review each subcategory before continuing.
The table allows you to:
Review data-quality indicators
Exclude a subcategory
Enter or adjust its Prior ROAS
Fill priors from Pixel attribution
The wizard includes an option to Fill priors from pixel attribution.
The controls shown allow you to select:
An attribution type
An attribution window
The rows that should be filled
Review Advanced Settings
Expand Advanced Settings to access additional statistical model controls.
Saturation Function
Saturation Rate (k)
Adstock Max Lag
Yearly Seasonality
Yearly Seasonality Amplitude
Likelihood
Time-Varying Intercept (TVP)
Time-Varying Media Effectiveness
Select Next to continue.
Step 4: Review Configuration
Review the model configuration before submitting it.
The review page groups the selections into sections that include:
Basic Information
Features
Subcategory Settings
Special Events
Sales Platforms
If something needs to be corrected, return to the relevant step and update the configuration.
Create the model
When the configuration is complete:
Select Create Model.
Wait for the model to be submitted.
Confirm that the message Model created successfully! appears.
Locate the new model at the top of the Models table.
After creating the model
Use the actions menu on the model row to manage the model.
View Settings
Set As Primary
Update Model
Edit Priors
Duplicate Model
Duplicate as Experimentation
Delete Model
Frequently asked questions
Which model-creation option should I select?
Select Create Production Model to follow the process documented in this article.
Can I add custom media while creating a model?
Yes. Add it under Custom Media in Step 1.
For file preparation and upload requirements, see Upload Custom Media in the MMM Setup Wizard.
What happens after I create the model?
The model appears in the Models table with a processing status. Once processing is complete, open the model to review its fit and channel-level results.
Should I change the Advanced Settings?
Advanced Settings control the model’s statistical configuration. Retain the default or recommended values unless your Triple Whale team or an approved internal guide directs you to change them.