Formula
Geometric adstock: A(t) = x(t) + θ × A(t-1)
Why it matters
It needs at least one to two years of weekly data. Results guide budget shifts across channels and complement platform reporting and incrementality tests.
Glossary // M / Pharmacokinetics
What is Media mix modeling?
Definition
Media mix modeling uses historical spend and sales data to estimate how much each channel contributes, including carryover and saturation effects.