Category: technical

  • Adstock functions in MMM

    Two main groups of adstock functions: geometric: adstocki = adsi + 𝞭 * adstocki-1 convolution: adstock = 𝜮conv ⨂ ads check the example

  • MMM vs. linear model

    MMM is not just a linear model; we must make a few adjustments adstock saturation possible lag read more

  • Why do we need historical data?

    Why do we need historical data?

    one point if not enough function having only two dimensions to find a function that defines relation between media spend and sales we need enough points, one point is not enough