Deciphering the Time & Scale of Marketing Impact.
Our framework moves beyond snapshots. We model how marketing energy decays over time (Adstock) and where additional investment reaches the point of diminishing returns (Saturation).
The Adstock Effect: The Echo of Exposure
Marketing doesn't just work the moment it's seen. Adstock represents the prolonged impact of an advertisement on consumer behavior. It accounts for the "lag" and "memory" of your brand in the marketplace.
Geometric Decay
We utilize a non-linear decay function to calculate the half-life of every dollar spent. This ensures your baseline is never underestimated.
The Formula
Aₜ = Xₜ + λAₜ₋₁Where λ represents the retention rate of memory over time.
Saturation: Finding the Breaking Point
Every channel has a ceiling. Saturation modeling identifies the exact point where each additional dollar spent yields less revenue than the previous one. We use Hill functions to map this "S-curve" behavior.
The Ceiling (K)
The maximum potential contribution of a channel regardless of spend.
Slope Shape (S)
How quickly a channel reaches peak efficiency vs. saturation.
Identifying the "Sweet Spot"
Our methodology synthesizes Adstock and Saturation to locate the high-efficiency zone for your specific business model.
Architecture
Scaling below the "S-curve" inflection point leads to inefficient overhead and lost market share potential. We rebuild your foundation.
Scalability
Where the marginal contribution per dollar is at its highest. This is the goal of every profit-optimized BuildMMM deployment.
Privacy First
Our causal inference models respect user privacy while identifying the point where CAC exceeds LTV in an cookieless world.