Modeling adstock in media mix modeling using Weibull transformations
In the research paper hosted on this repository, we examine the use of Weibull transformations for modeling adstock in media mix modeling. This paper is the result of a research collaboration with Facebook's marketing science department and was fully funded by Facebook. The project substantive work was done by Annalect Netherlands, using sales and media data from two OmnicomMediaGroup (OMG) clients. The authors of this paper are Jonathan de Melker Worms, Alexander Oude Elferink and Sean de Hoon.