Simba documentation

Data Preparation — Cleaning and Formatting Best Practices

Good data preparation is the foundation of a reliable marketing mix model. This guide covers best practices for cleaning, formatting, and structuring your data before uploading it to Simba.

Data preparation workflow The four key steps for preparing your data before uploading to Simba.

Before You Start

Simba’s Data Validator can detect many data quality issues after upload. It is not automatic — you trigger it by clicking Start Validator Agent in the Warehouse configuration screen. However, addressing obvious problems beforehand leads to faster model setup and better results.

Step 1: Consolidate Your Data Sources

Marketing data typically lives across multiple platforms. Gather data from:

Ad platforms — Google Ads, Meta Ads Manager, TikTok Ads, DV360
TV buying systems — GRP or spend data from your media agency
OOH platforms — Out-of-home spend or impression data
Business systems — Revenue, sales, or conversion data from your CRM, ERP, or analytics platform
External data — Pricing, weather, economic indicators

Combine everything into a single CSV file with consistent time periods. Simba accepts CSV format only (10 MB max). Excel (.xlsx) is not supported — export to CSV before uploading.

Step 2: Align Time Periods

All variables must share the same time granularity:

If your revenue data is weekly, aggregate all media data to weekly totals.
Simba auto-detects periodicity (daily, weekly, monthly) from the date column spacing. Any weekly alignment is accepted — there is no requirement to use Monday-start weeks.
YYYY-MM-DD format is recommended for dates, but Simba supports 10 date formats and will auto-parse. See Data Requirements for the full list.

Common Pitfalls

Media platforms may report on different day boundaries (e.g., Facebook uses PST).
TV data may come in 4-week periods — convert to weekly.
Don’t mix calendar months with ISO weeks.

Step 3: Handle Missing Values

The model does not auto-fill missing values. All NaN/blank cells must be resolved before model fitting. The Data Validator will flag missing data with severity based on percentage: >50% missing = error, 10–50% = warning, <10% = info.

How to handle missing values Zero spend should be entered as 0, not left blank. Genuinely missing data must be imputed or resolved before fitting. Never fill missing spend with averages — zero/low spend periods are valuable signal.

Scenario	Recommended Action
Channel had zero spend	Enter 0 (not blank)
Data is genuinely missing	Impute (fill in missing values) using an appropriate method (e.g., median for spend, forward-fill for controls) or remove the affected rows
Channel didn’t exist yet	Enter 0 for periods before launch
Temporary data gap (1–2 periods)	Interpolate (estimate values between known data points) if reasonable, or impute

Never fill missing values with averages — this distorts the model’s ability to measure impact during low/zero activity periods. Zero-spend weeks are valuable signal because they show what happens when a channel is “off.”

Step 4: Standardize Units and Check for Errors

Units

Use a single currency for all spend data (convert if needed). Simba does not perform currency conversion — this is your responsibility.
Keep impression data in consistent units (thousands, millions, or raw counts — just be consistent).
Use the same revenue metric throughout (gross vs net — pick one).

Negative Values

Negative values are flagged as errors by the Data Validator in these columns:

Media spend — cannot be negative
Price / distribution — cannot be negative
Multiplier — cannot be negative

If your revenue data includes returns or refunds that produce negative values, consider netting them against gross revenue to produce a non-negative series.

Required Columns

Remember that multiplier and hierarchy columns are always required:

Multiplier: If your KPI is already revenue, set the multiplier column to all 1s.
Hierarchy: For single-brand models, use a single repeated value (e.g., your brand name).

See Data Requirements for full details.

Step 5: Check for Anomalies

Before uploading, manually inspect your data for:

Spikes — Unusually high spend or revenue periods (are they real or data errors?). The Data Validator’s outlier check uses IQR-based spike detection.
Zeros — Unexpected zero values that should have data.
Duplicates — Overlapping time periods.
Structural breaks — Sudden level shifts in your data that might indicate a data collection change rather than a real business event.

Step 6: Add Context Variables

Enrich your model with non-media variables that explain business outcomes:

Promotions — Binary flags (0/1) for sale periods or use discount depth.
Pricing — Price index or actual prices.
Distribution changes — New store openings, distribution expansions.
External shocks — Supply chain disruptions, competitor launches.

Note: Holiday and event effects can be configured directly in Simba’s model setup using the holiday selector (with country-based lookup), so you do not need to include them as columns in your data. See Seasonality.

Final Checklist

Before uploading to Simba:

What Happens Next

After uploading your data, click Start Validator Agent in the Warehouse configuration screen to run the Data Validator. You can choose between two validation depths:

Fast validation (2–3 min) — Standard analysis for typical datasets.
Deep analysis (4–6 min) — Comprehensive analysis for complex datasets.

The Data Validator runs 10 specialized checks covering schema integrity, frequency diagnostics, alignment, multiplier logic, controls, coverage, outlier detection, multicollinearity, leakage, and documentation quality — then provides categorized findings and actionable recommendations.

Next Steps

Data Validation — Deep dive into the Data Validator results.
Data Requirements — What data you need and supported formats.
Supported Channels — Full list of channel types Simba recognizes.

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