Breadcrumbs

Scenario Planner Data Requirements


Executive Summary

Alli’s Scenario Planner requires clean, structured media and revenue data, along with brand and competitive inputs, to build a stable and reliable forecasting and optimization model.

The model combines:

  • Brand Equity signals (market + competitive context)

  • Media performance data (spend + revenue)

This allows Scenario Planner to balance short-term performance with long-term brand impact.


1. Brand Equity — Core Requirements

To enable Brand Equity modeling, the following inputs are required:


Competitor Information (Up to 5)

  • Competitor Name

  • Website URL

  • Stock Ticker (if publicly traded)

Brand Information

  • Primary Brand Name

  • Website URL

  • Market / Country

  • Public vs Private (and ticker if applicable)

Amazon Presence

  • Whether the brand sells on Amazon (Yes/No)

  • Amazon-specific competitors (if different from above)


Here is the spreadsheet with the details


2. Media & Revenue Data — Must-Haves

In addition to Brand Equity inputs, Alli’s Scenario Planner relies on detailed historical media performance data to model how spend translates into business outcomes. This dataset serves as the core signal for forecasting, optimization, and scenario simulation

Required Fields

Each row must include:

  • Date (daily granularity)

  • Channel

  • Platform

  • Media Spend

  • Revenue (see revenue section below)


Data Requirements

  • Minimum 2 years of historical data

  • Consistent formatting across the dataset

  • Daily granularity strongly preferred


Revenue Requirements

Preferred

  • Daily total business revenue (cross-channel)

Fallback (Not Ideal)

  • Platform-reported revenue

    • Used only if total revenue is unavailable

    • May reduce model accuracy

Accepted Formats

  • Included in the same dataset as spend
    OR

  • Separate time series dataset with matching Date


Channel Guidelines

  • Any Existing naming conventions are acceptable

  • We recommended aligning with preferred naming where possible.

  • Ensure to exclude any ambiguous channel name like “dsp fee”, “channel fee”

  • Each Channel must have at least one Platform mapped


Examples (Preferred)

  • Social / Paid Social

  • Search / Paid Search (SEM)

  • Display / Programmatic

  • Video

  • CTV / OTT / Linear TV

  • Audio / Radio

  • Outdoor

  • Affiliate

Platform Naming Guidelines

  • Any Existing naming conventions are acceptable

  • We recommended aligning with preferred naming where possible.

  • Ensure to exclude any ambiguous channel name like “dsp fee”, “platform fee”

  • Each Platform must be mapped to a Channel

Examples (Preferred)

  • facebook, instagram, tiktok, pinterest, reddit

  • google, bing, amazon, apple_search_ads, waze

  • teads, sojern, dotdash, the_bump, the_knot

  • roku, hulu, peacock, youtube, vimeo, spotify