Adstock
Adstock (also known as carryover effect or advertising decay) is a marketing measurement concept that quantifies how advertising effects persist and diminish over time after an advertisement is shown. …
Hierarchical Bayesian Modeling
Hierarchical Bayesian modelling is a statistical approach that handles complex data structures by organizing parameters into multiple levels or layers, allowing for more sophisticated analysis of rela …
Bayesian Statistics
Bayesian statistics is a statistical approach that uses Bayes' theorem to update the probability of a hypothesis as new evidence becomes available. Unlike traditional frequentist statistics, Bayesian …
Causal Inference
Causal inference is the process of determining cause-and-effect relationships between variables, distinguishing between correlation and true causation. In marketing and business contexts, causal infer …