Service description – Marketing Mix Modeling service for Sellforte’s Digital and Growth offerings
This service description document provides a general description of Sellforte’s Marketing Mix Modeling service for Sellforte’s Digital and Growth offerings. Sellforte reserves the right to change and modify features of the service over time based on users’ feedback and needs without separate notice. An updated version of this service description may be requested from Sellforte.
Sellforte’s Service consists of software-as-a-service platform (Online Service), and separately agreed upon professional services.
OVERALL USE-CASE AND FUNCTIONALITY OF THE ONLINE SERVICE
Common business questions that the Online Service can help users analyse are following:
- How are marketing activities impacting target KPIs? (such as subscriptions, purchases, sales, margins)
- How do different media and marketing campaigns differ in their effectiveness of driving target KPIs?
To enable users to analyze these questions, the Online Service generates a statistical estimate, which splits the target KPI to several components:
- Base: the outcome that would be achieved without marketing activities
- Increment due to each marketing activity: the increase to the target KPI resulting from conducting marketing
Based on this breakdown, the Online Service may be used to estimate financial return for each marketing investment (ROI).
GENERATION OF ANALYSIS RESULTS
Online Service generates analysis results (Analysis Results) once per day. Unless separately agreed, generation of Analysis Results is scheduled to happen between 22:00 (10pm) and 06:00 (6am) in Customer’s time zone. After the Analysis Results have been generated, they shall be made available for review to the Customer in Online Service’s user interface. In case the generation is delayed by technical problems, the Analysis results shall be generated and made available as soon as possible.
The abovementioned regular generation of Analysis Results starts after the Customer has been given access to the first analysis results in Sellforte’s Online Service after onboarding.
When generating Analysis Results, Online Service uses only data that is available to Sellforte at the time of generating the Analysis Results.
Customer is responsible for ensuring that Sellforte has been provided the data (or access to the data) in the correct way, format, and quality that is required for generating Analysis Results in accordance with the scope that has been agreed on an applicable Order Form or Statement of Work document. If Sellforte does not receive data (or access to the data) required to generate Analysis Results in accordance with the scope that has been agreed on an applicable Order Form or Statement of Work document, Sellforte is not required to generate new Analysis Results, and shall not be considered to be in breach of the Agreement, Order Form or its service delivery commitments. However, the previous Analysis Results shall remain accessible to the Customer.
Sellforte only accepts data from data sources agreed upon in the applicable Order Form or Statement of Work document. When delivering data from such data sources, Customer shall follow Sellforte’s instructions regarding using such data sources.
To be usable in modelling, all data sent to Sellforte to be (i) of high quality (e.g. accurate, valid, consistent), (ii) in time-series format, (iii) machine-readable, and (iv) have a suitable time granularity (daily).
QUALITY OF THE ANALYSIS RESULTS
The analytics engine of the Online Service incorporates statistical methods that the users can leverage to generate analysis results. As such, the quality of the analysis results depends on several factors, including but not limited to (i) quality (e.g. validity, accuracy, and consistency) of the data provided by the Customer, (ii) completeness of the dataset provided by the Customer, (iii) nature of Customer’s business and industry, (iv) major external events. Sellforte is not responsible for the reduced quality of the Analysis Results caused by low quality or incomplete data.
USER-INTERFACE OF THE ONLINE SERVICE
The user-interface of the online service has following features:
- Connecting data to the service:
- Reviewing Analysis Results
- Finding optimal budget allocations
ONBOARDING TO THE SERVICE
Before the daily generation of Analysis Results starts, onboarding is conducted. During the onboarding, Sellforte is responsible for
- Providing instructions how to connect data and chosen data sources to Sellforte;
- Generating Analysis Results once.
During the onboarding, the Customer is responsible for delivering required data to Sellforte in accordance with Sellforte’s instructions. Onboarding shall be considered done, when the customer has been given access to the analysis results for the first time.
ACTIVITIES THAT ARE NOT PART OF THE SERVICE
Following activities are not part of the service described in this service description, unless specifically so agreed in writing between the Parties:
- Cleaning, maintaining or preparing Customer’s data;
- Professional services, such as
- interpreting the analysis results;
- conducting additional analyses based on the data or analysis results.