Understanding Adstock and Carryover Effects
How adstock transformations capture the lingering effect of advertising on consumer behavior over time.
Knowledge Base
In-depth articles and guides on analytics concepts
Introduction to Marketing Mix Modeling
A comprehensive overview of Marketing Mix Modeling — what it is, why it matters, and how it helps businesses optimize marketing spend.
Partial Least Squares (PLS) Regression in Food Analysis
Understanding PLS regression — the workhorse of quantitative chemometric analysis in food science.
NIR Spectroscopy for Food Quality Assessment
How near-infrared spectroscopy combined with chemometrics enables rapid, non-destructive food quality testing.
Introduction to Principal Component Analysis (PCA)
Learn the fundamentals of PCA and how it reduces dimensionality in spectroscopy data for food analysis.