Marketing Science8 min read
Understanding Hill functions in marketing mix modeling
A comprehensive guide to saturation curves and their application in media optimization. Learn why Hill functions can be concave or convex and how they're used in Google Meridian.
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.
Seen in practice
Anonymized case studies where these ideas were applied to real decision problems.