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Data Request Checklist
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https://www.saxifrage.xyz/post/data-request-checklist
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At least 3 months data needed, but please provide 3 years if possible
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Provide daily data wherever you can, otherwise weekly or monthly
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Date format should be YYYY-MM-DD
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Weeks go from Monday to Sunday
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Data should be split by country or grouped into important regions
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Data should be in tabular format, one column per variable, one row per date
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Please put all data into one Google Drive or Dropbox folder
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CategoryMetricDescriptionSharedNotes
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Target Variable
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RevenueSales revenue, split by new / existing customers
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LeadsThe number of new leads, split by qualified / not qualified
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CustomersThe number of new and existing customers by product
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ConversionsThe number of conversion actions taken by potential customers
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Website VisitsBroken down by new versus returning, and source / medium
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App UsersDaily, weekly and monthly active users split by funnel stage
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Marketing Campaigns
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FacebookFacebook ad spend and Impressions served, broken down by campaign name, and split by prospecting vs retargeting
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GoogleGoogle ad spend and Impressions served, broken down by campaign, and split by brand vs generics, search vs display
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Other Ad ChannelsBing, Twitter, LinkedIn, Snapchat, etc – ad spend and impressions broken down by campaign name and type (prospecting, retargeting, etc)
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TV & OOHAny offline campaigns on TV or Billboards, Print, or similar
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Radio / AudioRadio and podcast advertising campaigns by feature and estimated reach
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CreativeAny major changes to creative strategy across or within campaigns, as well as the number of new creative ads tested per week or month by channel
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SEOSearch impressions and clicks for your most significant generic keywords. Also blog content publishing schedule categorized by topic
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PR / LinksNumber of press features with estimated reach, and number of backlinks with estimated authority (DR)
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Social MediaPublishing schedule by social channel, with reach and engagement
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Webinars / EventsList of events by date and topic, as well as the number of attendees
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AffiliatesSpend on affiliates as well as promotions and onboarding of new affiliates
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EmailsEmails sent and number of recipients broken down by campaign
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OtherAny other key marketing initiatives or important channels?
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Product & Ops
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Customer ServiceNumber of tickets, speed to close and severity of tickets
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Website ChangesAny notable changes to the website, significant rollouts or a/b tests
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Sales TeamHeadcount and role type of sales team and SDRs, cold emailing activity
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Promotions / DiscountsSale or promotional periods, value of discount, period start and end dates
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Feature ReleasesMajor new features or functionality for the website or mobile app
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Inventory AvailabilityAvailability of inventory by product, and any major shortages, delivery issues
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Store OpeningNew stores opening, or changes in store opening hours
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Product LinesNew products being launched or existing products being discontinued
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Product PricesAverage price by product category, and any notable price changes
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Conversion DriversAny research or experiments that indicate what drives conversions
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External Factors
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Unemployment RateEmployment rates and number of claimants
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GDP GrowthGrowth rate and other economic indicators
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Exchange RatesImportant to any business impacted by foreign travel, or import / export
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COVID MobilityMovement patterns around work, home and leisure by region
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WeatherTemperature, rainfall, sunlight hours and adverse conditions
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SeasonalityCalendar events, sports, school terms, seasons
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Market TrendsTrend data specific to your industry or market
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Holidays / EventsMajor public holidays and other improtant events
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Competitor ActivityList of competitors and dates of major initiatives or impactful changes
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