Overview of KPIs in Ecommerce with Data Science

Let’s get an overview of all the different types of KPIs that you can include in your market mix model.

Remember that almost 300-500 variables go into a market mix model. These include:

1. All the variables individually
2. Their interactions (2 variables, 3 variables, 4 variables,...)
3. The lagged values of each of them (lag1, lag2, lag3,…)
4. Other engineered variables such as reference pricing

Even if you start with only five individual variables, this can blow up to 100 variables very easily. Thus, it becomes difficult to understand all kinds of impacts at a time. So, you should build the model in stages and then try some manual permutation and combination of the KPIs based on the marketing hypothesis, and test the accuracy and robustness of each model.