How is data collection different for UMAP vs. MTA?

Convertro will continue to implement site and marketing tags to collect user-level online data as we do today for MTA.  In addition, UMAP requires the collection of historical time-series data at the aggregate (aka “market”) level.  Typically, we will request three years of historical data at weekly granularity for the initial model build.  Then, feeds will need to be set up to collect aggregate-level data on an ongoing basis for data refreshes, ideally at either a weekly or monthly cadence.