Marketing Science3 min read

Adstock Calculator: Model Marketing Carryover and Decay Rates

Explore geometric adstock decay with our interactive calculator. Model how your marketing spend creates lasting impact through carryover effects.

Cyril Noirot

Lead Data Scientist

May 17, 2024

About the author

Cyril Noirot

Lead Data Scientist

Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization — for teams making high-stakes calls.

Consumer healthcare marketing mix model & budget optimizer

Proprietary Marketing Mix Model with budget optimization replacing intuitive allocation with data-driven decision making across multiple countries and touchpoints.

Read the case study

Adstock Calculator: Model Marketing Carryover and Decay Rates

Cyril Noirot

Consumer healthcare marketing mix model & budget optimizer

ROI Is Not Enough. You Need Time-to-ROI.

From Propensity Scores to Learning Systems: What Most CRM Teams Get Wrong

Your MMM Should Not Predict Revenue