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Overview

Radio is one of the custom and non-conforming marketing sources Provalytics can ingest when there is no native platform connector. This is a strong fit for:
  • terrestrial radio campaigns
  • satellite radio buys
  • local station activity
  • agency-managed radio schedules
Provalytics was built to organize structured client data into usable data layers, so Radio can be modeled alongside the rest of your media mix. Best practice is to send Radio data in a consistent hierarchy:
  • Channel
  • Station Name
  • Creative
If daypart detail is available, Provalytics will take that as well. Recommended fields:
  • Date
  • Impressions or the closest available exposure metric
  • Channel
  • Station Name
  • Creative
Helpful optional fields:
  • Daypart
  • Campaign Name
  • Spend
  • Market
  • Program

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Why this structure matters

This structure gives Provalytics enough detail to:
  • separate Radio from the rest of the media mix
  • evaluate performance by station
  • distinguish creative-level differences when that detail exists
  • analyze how Radio contributes alongside search, social, digital video, and other channels
When dayparts are included, the platform can preserve more placement context and make the data more useful for modeling and reporting.

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Historical backfill and cadence

If historical data is available, best practice is to backfill it before the feed goes live in production. That allows the model to train on the data before it begins appearing in the live dashboard. After setup, the data should continue arriving on the same cadence as the rest of your reporting inputs so the dashboard and model outputs stay current.

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How teams usually send it

Radio data can be delivered through any of Provalytics’ custom-data intake methods, including:
  • recurring email feeds
  • Google Sheets
  • SharePoint
  • S3 bucket delivery
  • Snowflake delivery
  • manual uploads
  • BigQuery delivery
If you want to enable Radio ingestion, work with your CSR or email help@provalytics.com.