Data processing is one of the most important steps in the marketing mix flow. This stems from the variables that need to be transformed before being ingested into the model. In this video we explore the following processors:
1. Decay/AdStock: it describes the percentage of the message that is lost period on period.
2. Diminishing Returns: it depicts the fact that as spend increases, the sales generated will increase as well, but at a decreasing pace until it reaches full saturation.
00:00 Introduction
1:43 Decay/AdStock Transformation
4:47 Diminishing Returns
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