dataset creation

[mahewashabdi]

Hi

I have a question regarding the dataset. My dependent variable is Revenue and my indpendent var are bing, fb,google, and linkedin.. I am considering the cost spend and impression/clicks for these channels. To model the revenue corresponding to each day , do i need to take into account the revenue generated by the organic channels because in that impressions and cost are 0 so i can add that as a separate feature but then do i need to consider that revenue in my dependent variable

[pabloduque0]

Hello @mahewashabdi ! Great question!

Short answer is yes, you can include your full revenue in your dependent variable. The model will estimate a "non media" baseline that accounts for the part of the revenue that is not coming from your media investment.

As for wether and how to include organic channels there are a few options, refer to my other answer for some of them but let me know if there are any outstanding questions.

[mahewashabdi]

Thank you @pabloduque0