Index
As this ebook edition doesn't have fixed pagination, the page numbers below are hyperlinked for reference only, based on the printed edition of this book.
A
A/A testing 380
A/B testing
channel worth 338
versus lift analysis 338, 339
versus MMM 338, 339
versus MTA 338, 339
ACF features 130
diff1_acf1 131
diff1_acf10 131
diff2_acf1 131
diff2_acf10 131
Seasonal ACF 131
x_acf1 131
x_acf10 131
acquisition, expansion, and retention (AER) 94
adstock effect
measuring 345
adstock first, rule of thumb 352
adstock model 345, 346
types 346
advanced forecasting methods 144
ARIMA models 149
ETS models 146
model selection 153-155
Prophet model 152
regression models, extending to time series 144-146
Advocacy Loyalty Index (ALI) 282
Akaike information criterion (AIC) 143
algorithm
versus model 77
algorithmic attribution models 317
Fractribution 326
Shapley value...
