Data Smoothing Methods For Marketing Mix Models

Sep 7, 2023 | By Mass Analytics

Smoothing makes data less noisy and thus easier to model. Raw data often contain random fluctuations and irregularities that can obscure underlying trends. Smoothing techniques help filter out this noise, making it easier to identify meaningful patterns like long-term trends, seasonality, and other variations that might be hidden in noisy data.

When applying data smoothing techniques in Marketing Mix Modeling, it’s essential to strike a balance between reducing noise and maintaining the integrity of the original data.

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