Advertising carryover suggests that the impact of an advertising campaign extends beyond its immediate timeframe, creating lasting effects that decay over time. Understanding and quantifying this carryover effect is crucial for optimal marketing budget allocation and campaign planning.
Geometric adstock models how marketing effects persist and decay over time using a simple mathematical framework:
Where: - A(t) = Current period media spend - λ (lambda) = Decay parameter (0 adstock(t) = Total adstock effect including carryover
Use this tool to explore how different decay rates affect your marketing carryover:
About the author
Cyril Noirot
Lead Data Scientist
Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization.
Seen in practice
Anonymized case studies where these ideas were applied to real decision problems.