Google MMM Data Platform gives you access to a variety of data, including data for Google Query Volume (GQV) and YouTube reach and frequency. Although Meridian does not require GQV data, including GQV as a control variable can reduce bias in your model.
Note the following:
YouTube reach and frequency data: Reach and frequency data is available only for YouTube campaigns. It is pulled for Google Ads and de-duped across Display & Video 360 (DV360) YouTube data.
GQV data: The GQV report contains both brand and generic keywords. The brand terms included in the GQV report are based on the Keyword Graph Entities associated with the brand names submitted in the data request. The generic terms include all terms from the PASCAT categories associated with the submitted brand names. Generic terms are generated automatically without customer input.
Query volume data is indexed. Raw query counts are scaled by a common randomly generated index value. (The same index value is used for all geographic regions within a country.) From a Meridian modeling perspective, it makes no difference that indexed values are used in place of raw values. Query volume is a control variable, and scaling a control variable has no influence on model fit.
Access and use MMM Data Platform
Google gives access to a primary user to enable other users at your organization to request data. If you are the primary user and did not previously have access, your credentials are included in the email sent to you for this project trial.
If you are not the primary user, contact your organization's primary user for access to MMM Data Center.
All users with MMM Data Platform access can create a project and request data.
To use MMM Data Platform:
(Primary user only) If needed, grant access to others by clicking the Open Invite icon in the top-right-corner of the screen. Add the user's corporate email address. An automated email will be sent with a link to grant them access.
(All users) Sign in to your organization's unique instance of the MMM Data Platform landing page. This information is found in the email that is generated when your primary user grants your access.
To request data, create a new project, click Create Project. The Create Project dialog opens, where you enter information about your project.
To download data from an existing project, click a project from the list of previously created projects.
On the Project information tab, edit the fields to define your project scope and click Next.
- Project Name: Include the brand and country.
- Advertiser: Enter the parent or holding company, not the specific brand.
- Country: Submit one country per request. To request data for multiple countries, fill out a separate request form for each country.
- Brand Names: Include all brands and subbrands that you would like data broken down by. To separate individual brands and subbrands, you can add a comma or click Enter.
On the Data format tab, enter the data format details that you want to use:
- Select the modeling data range, time granularity (Daily or Weekly), and the data sources.
- For Do you want automated deliveries for this data?, select the frequency you want the data delivered (No repeat, Monthly, or Quarterly).
Click Next.
On the Data sharing permissions tab, enter your organization's Google Ads account owner information.
Click Review > Submit. The confirmation screen appears.
Click Done. Google requests data sharing permission from the account owner.
From your workspace, select the Standards projects or Recurring projects tab to access the approved data. Click Access data in the row for your project. (Click the image to enlarge.)
Data taxonomies for MMM Data Platform
Google Ads
The following image shows a high-level data feed taxonomy for Google Ads. (Click the image to enlarge.)
The following image shows the in-depth data formats for Google Ads VVC, VRC, Masthead, and Demand Gen. (Click the image to enlarge.)
Display & Video 360
The following image shows a high-level data feed taxonomy for Display & Video 360. (Click the image to enlarge.)
The following image shows the in-depth data formats for Display & Video 360 Shorts, VAC, VRC, and VVC. (Click the image to enlarge.)
