Marketing Mix Modeling Part 4: Seasonality, Fourier Terms, and the Calendar Effect
Marketing Mix Modeling Part 4: Seasonality, Fourier Terms, and the Calendar Effect Part 4 of 6. PRE-READ: Part 1 (OLS) | Part 2 (Ridge) | Part 3 (Bayesian + Adstock) Part 3 ended with a problem I could not solve. Three problems, actually. Adstock fixed the carryover. Saturation fixed the diminishing returns. But the third problem, confounded trends, was still eating the model alive. Print spend declined $1,570 per year. Revenue grew $3,630 per year. The model saw “Print down, revenue […]













