Marketscience Research Challenges Adstock: New Framework for Accurate Long-Term Ad Effects
Marketscience's Executive Partner, Dr. Peter Cain, has just published a new peer-reviewed paper in Applied Marketing Analytics titled "Long-term Advertising Effects: The Adstock Illusion."
This groundbreaking research challenges the common dual-Adstock approach in marketing mix modeling (MMM), arguing it can overestimate long-term ad impact and skew ROI. The paper introduces a more robust time-series framework, helping marketers accurately differentiate between short-term sales boosts and true, lasting brand-building. This is vital for optimizing media spend and achieving sustainable growth.
