Connect Data

Connecting data to Sellforte is fast and easy.

Our in-built data connectors support all major online media and ecommerce platforms. We also take in offline media data, and can connect to a data warehouse if that's where you have your sales data.

Sellforte data connectors

Three ways to Connect Data with Sellforte

1. Data Connectors

Sellforte has built-in data connectors to more than 500 data sources. Use them to connect ad platforms, eCommerce platforms and other data sources with a simple authenticating process. After the authentication has been done, data starts flowing automatically to Sellforte.

Sellforte data connectors

2. Data Warehouse Connection

Sellforte can also connect directly to a data warehouse. This is often needed if your sales data is not available on an e-commerce platform, such as Shopify. The most typical data warehouses we connect to include:

  • Google Cloud (e.g., Google Bucket, BigQuery)
  • AWS (e.g., S3, RDS)
  • Microsoft Azure (e.g., Blob, Azure SQL)
  • Snowflake
Data warehouse logos

3. Data Platform for file uploads

If there's other important data that is not available via in-built data connectors or in a data warehouse, don't worry, we've got you covered! You can use Sellforte's Data Platform in such cases. Data Platform is often used for:

  • Offline media data (TV, OOH, Print, Radio, Leaflet..)
  • Local digital media (that doesn't have a connector)
  • Data related tonon-media variables
Sellforte Data Platform

What data do we typically use?

1. Sales data

Sellforte estimates how each media channel drives sales of a business. This means that high quality sales data is the foundation for the model.

If you are an eCommerce business, it's typically easiest to transfer your sales data to Sellforte by establishing a direct connection to your eCommerce platform with in-built connectors. eCommerce platforms contain a rich set of data that can be used in modeling, such as sales split to new and returning customers, data on promotions and given discounts, and margin information.

If you are an omnichannel retailer or a DTC brand, we recommend including all of your sales channels in the model, including eCommerce sales, store sales, and sales via marketplaces. In these cases, consolidated sales data can reside in a data warehouse, such as Snowflake. We can connect directly to the data warehouse to set up automated data flows to Sellforte.

Sales data connectors to Sellforte

2. Digital Media Data

To measure the ROI of each digital channel, the model needs high quality data on digital marketing activities.

Best practice is to collect the data directly from ad platforms with Sellforte's in-built connectors. This allows Sellforte to access all the relevant data for high quality modeling, including imperssions, clicks, conversions and so on.

Ad Platforms

3. Offline Media Data

If you use offline media, we need data on those as well. We have standard offline media-specific templates that help you connect all the relevant data needed for accurate modeling. We'll help you navigate media-specific metrics, such as TRPs, GRPs, Circulation, and set up smooth data flows to Sellforte. Here are typical offline media that our customers connect to Sellforte:

  • TV and Connected TV
  • OOH, DOOH, Cinema
  • Print, Leaflet, Radio
Offline media data

4. Analytics Data

Connecting Google Analytics 4, Adobe Analytics, or other analytics platforms to Sellforte brings you additional insights and makes modeling more accurate. Connecting to them is easy with Sellforte's in-built data connectors. Benefits:

  • Compare MMM-reported ROI to Attribution-reported ROAS
  • Understand incrementality of attributed conversions by channel
  • Attribution data, such as Last-Click attribution, can be used in model calibration
Analytics platforms

5. Data on non-media factors

In addition to marketing, your sales might be affected by non-marketing factors that are important to include in the model. By default, we incorporate things like seasonality, holidays, promotions & granted discounts, but there could be other factors as well. We will work with you to understand what external data to include. These could be for example weather, or data on industry-specific effects.

Non-media data is typically transferred to Sellforte from a data warehouse, or with data templates via Data Platform.

Data on non-media factors

FAQ: Data and Data integrations

How much historical data is needed for the modeling?

We typically use at least 2 years of historical data to give the model as many datapoints as possible to learn from. This amount of data is also often needed so that the model can accurately learn seasonal effects. However, sometimes for eCom and DTC brands it is enough to have only one year of historical data.

In which format should I deliver the data to Sellforte?

The data you connect with data connectors comes to Sellforte automatically with a Sellforte defined data schema.

For sales data coming through data integrations, we will jointly agree on the data format to request or read from the tables. Typically, it's enough to have daily-level, product category sales data, including gross and net price for promotional prices.

For other data sets like offline media data, we will deliver you a Sellforte Global Data Standards data sheet to see all relevant information for modeling.

Are promotions and discounts taken into account?

Yes, we typically include promotions and discounts in the model. For most companies, promotions and discounts often drive a fair amount of sales, and it's important to capture their contribution, so that the impact is not attributed to media. Promotion-driven sales are visualized in the MMM dashboard.

The data on promotions and discounts typically from an e-commerce platform or data warehouse that contains the sales data.

How often is modeling data updated?

This depends on the pricing package you choose. For some customers we have daily updates, for some monthly updates. The data deliveries should be matched to the modeling update rhythm.

There's one exception. If the customer has daily updates in use, we can still agree to have the offline data updated only monthly to limit the burden on data collection on the customer's end. Results will still be updated daily, but they will be more accurate after all the data is in place.

Can we include external data as part of the modeling?

Yes, you can.

We just need to agree on this before starting service as it makes the modeling a bit more complex. We will also ask you to deliver the data in a pre-defined timeseries format.

Why do we think that the expansion of the Universe is accelerating?

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