Competitor Media

Competitor media data tracks investments in advertising and media channels by your competitors, including groupings by product, media type, and other criteria. This includes spends on channels like Display, Facebook, Google, TV, or print. Media groupings allow for segmentation to analyze specific campaigns or strategies.

Sourced from market intelligence tools, ad tracking services, or third-party reports, this data helps Alviss AI model how competitors' advertising affects market dynamics, your sales, KPIs, and competitive positioning. For example, it can reveal how a rival's increased digital spend impacts your demand, enabling better attributions, simulations, predictions, and optimizations. Note: Only monetary investments are supported—convert metrics like GRPs (Gross Rating Points), Reach, Clicks, or Impressions to equivalent investment values before upload.

Data Requirements

The Competitor Media Data file must include the following columns (headers). All columns are required unless marked as optional:

• Country (string, required): A three-letter country code per ISO 3166 standard (e.g., "SWE" for Sweden), indicating where the media investment occurred.
• Region (string, optional, defaults to "all"): The region within the country (e.g., "all" for nationwide or a specific ISO 3166-2 code like "SE-AB" for Stockholm County in Sweden).
• Date (date, required): The date of the media investment in ISO 8601 format (YYYY-MM-DD).
• Product (string, optional, defaults to "all"): The name or identifier of the product associated with the investment (e.g., "Brand", "Pc", "Life").
• Media (string, optional, defaults to "all"): The media type or channel (e.g., "Display", "Facebook", "Google", "TVConventional").
• Investment (float, required): The investment amount in local currency (e.g., 107204). Use a period (.) as the decimal separator. Handle missing or zero values explicitly—Alviss AI will flag inconsistencies during upload.
• Grouping (string, optional, defaults to "all"): For additional segmentation, such as product categories, demographics, or sales territories.
• Competitor (string, required): The name or identifier of the competitor company (e.g., "Competitor1").
• Campaign (string, optional, defaults to "all"): The campaign name or identifier associated with the media investment (e.g., "Campaign-2018").
• Channel (string, optional, defaults to "Other"): A higher-level channel grouping for the media. Must be one of the following values (exact text): "TV", "Radio", "Paid Search", "Paid Branded Search", "Paid Generic Search", "Social Media", "Display Ads", "Print", "Outdoor (OOH)", "Email", "Influencer", "Affiliate", "Organic Search", "Video Ads", "Direct Mail", "Partnerships", "Podcast", "Streaming Audio", "Mobile In-App", "Native Ads", "Events Sponsorship", "Content Marketing", "Cinema", "Magazine", "Connected TV", "Video On Demand", "Other".

Supported Formats

Data can be uploaded in long (tidy) or wide (pivoted) format. Choose based on your data pipeline:

• Long Format (Recommended for flexibility): Each row represents a single observation (one investment per competitor, product, media, date, etc.).

• Wide Format (Useful for spreadsheets): Columns represent combinations of Product and Media, with rows as dates. The first rows define fixed attributes (e.g., Country, Region, Competitor, Campaign, Channel).

Best Practices

• Consistency: Ensure dates align with your project's periodicity (e.g., weekly data if the project is set to weekly granularity). Mismatched granularity will cause upload errors.
• Data Quality: Check for outliers, missing values, or inconsistencies before upload. Use the Activities dashboard to visualize and validate post-upload.
• Granularity Alignment: All data in a project must match the chosen periodicity (set during project creation). For details, see Projects.
• Competitor Tracking: Include multiple competitors, products, and media types for comprehensive analysis. Use clear, consistent naming for Competitor, Product, and Media fields to enable easy filtering and comparison.
• Currency and Units: Investments should be in local currency. If converting from other currencies, apply consistent exchange rates. Normalize non-investment metrics (e.g., GRPs) using standard industry formulas or estimates.

For uploading instructions, see Upload Data. If you encounter issues, contact support or refer to the API for programmatic uploads.