diminishing returns | MarketingIQ – Marketing Attribution and Media Effectiveness

Adstock and Diminishing Returns: non-linear advertising effects

June 7, 2020By Simon FosterMarketing Effectiveness, Marketing Training, Media Planning

Adstock is an important concept in marketing effectiveness. It was first quantified by Simon Broadbent in the 1970s. Its value lies in helping make marketing and media mix models more accurate by recognising that advertising and media investments have non-linear “carryover” response effects. These non-linear effects are normally grouped into two areas: the delayed effect … Read More

Advertising Frequency and Diminishing Marginal Utility

December 1, 2008By Simon FosterAdvertising Evaluation, Media Evaluation, Media Planning

Economists have a concept called Diminishing Marginal Utility. This means that each additional time a consumer consumes something they get less satisfaction from consuming it. So, if I have one coffee, I find it very satisfying, two could be OK, but by the time I get to three I’m not getting much additional satisfaction, infact, … Read More

I currently work at m/SIX a media agency within the WPP Group as Global Head of Analytics and Data Science At m/SIX, we use analytics to help our clients increase their media and marketing investment effectiveness. We do this using a range of statistcal techniques ranging from the simple – excel charts, to the more complex – machine learning. In the last four years our team has won three MediaWeek Awards (a gold and two silvers) for Best use of Econometrics, and a Silver and Special Award for Attribution in the 2019 WARC global Best use of Data awards.

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