Long-term advertising effects: the Adstock illusion
By Peter Cain | | Blog
Quantifying both the short-term activation and long-term brand-building effects of advertising is a central part of commercial marketing mix modelling (MMM). To address this issue, we recently introduced a new peer-reviewed modelling framework for estimating long-term effects, building on our previously published research. Given the growing adoption of this approach by industry vendors, we have produced a peer-reviewed prequel paper ...
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