Creating AdStocks in Ecommerce with Data Science

You have seen that advertising KPIs were used in all the previous models. But various advertising metrics can be used as input to the models as well. These are:

Reach, which is the number or percentage of different homes or persons exposed at least once to an advertising schedule over a specific period of time. Reach generally excludes duplication.

Frequency, which is the number of times an average household or person is exposed to the schedule among the persons reached in the specific period of time.

GRP or Gross Rating Points, which is the number of households that your message can reach, as a percentage of the total population of television viewers. Essentially, GRP is a cumulative measure of the impressions that your campaign earns. Expressed as a percentage, GRP is calculated as:

Audience reached × Frequency of advertisement = Gross rating points (GRP)

You can read more about AdStock from the link below:

• Advertising Adstock – Concept and formula