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:
À propos de l'auteur
Cyril Noirot
Lead Data Scientist
Data scientist freelance. Je conçois et déploie des systèmes de décision — prévision, pricing, marketing measurement, optimisation.
En pratique
Études de cas anonymisées où ces idées ont été appliquées à de vrais problèmes de décision.