Response curves are fundamental to understanding how marketing investments translate into business outcomes. The choice between S-curve and C-curve models can significantly impact your optimization decisions.
Response curves model the relationship between marketing input (spend, impressions, GRPs) and output (sales, conversions, awareness). The two most common forms are:
Start steep and gradually flatten, representing immediate but diminishing returns.
Immediate Response: The first dollar spent generates measurable returns No Threshold Effect: No minimum investment required for impact Continuous Diminishing Returns: Each additional unit provides less benefit
About the author
Cyril Noirot
Lead Data Scientist
Freelance data scientist. I design and ship decision systems — forecasting, pricing, marketing measurement, optimization.