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I the example of designing a database from a spreadsheet, you say that you have to choose between a vertical and a horizontal mapping to the table. You show the Horzontal option correctly, but the vertical table would be have these columns:
DMA
Daypart
M1
M2
M3
M4
M5
and it's sample data would look like:
DMA=Los Angeles, Daypart=EE, M1=12% M2=12% M3=12% M4=12% M5=12%
DMA=Los Angeles, Daypart=PR, M1=56% M2=56% M3=56% M4=56% M5=56%
What you call vertical is what I would call a Cross design, which breaks down the data to the next level. This type is flexible vertically and horizontally. Querying on Module or Daypart becomes easy, so this would usually be my preferred design.
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