These questions dig into carry‑over decay, half‑life priors, and pitfalls in estimating persistence.
Baseline decay half‑life refers to time it takes for carry‑over effect to drop by ______ %.
50
1
25
100
Longer half‑life values increase modelled incremental lift for ______ media.
paid search
SEO title
flash sale
brand TV
Gamma‑distributed priors bias half‑life towards shorter tails if shape parameter is ______.
=100
negative
>5
<1
Estimating half‑life jointly with saturation requires strong priors to prevent ______.
macro drift
identifiability issues
cookie errors
creative bias
Carry‑over for price promos often shows near‑zero half‑life because demand is ______.
delayed
static
pulled forward
hidden
Robyn flags half‑life estimates >180 days as a warning for potential ______.
over‑fit
creative
multicollinearity
good fit
In LightweightMMM, decay input is expressed as retention rate λ where half‑life = ln(0.5)/ln(λ); λ close to 1 means ______ half‑life.
zero
short
negative
long
Baselines with holiday spikes can confound decay estimation; analysts include holiday ______ to isolate persistent effects.
pixels
formats
dummies
cookies
Half‑life is applied after adstock transform for media but before ______ projection.
saturation curve
CPC bid
CPA calc
AMP
Decay parameter bounds generally restrict half‑life between 0 and ______ weeks.
104
1
26
260
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
Nailing Baseline Decay Half-Life Interview Questions means knowing how quickly past marketing spend loses its effect. Kick off your prep by checking out these attribution and marketing mix modelling interview questions for a solid foundation in decay modelling. Then challenge yourself with the privacy attribution practice MCQs to spot hidden referral paths. Next, deepen your skills by exploring the cross-device identity interview guide and master linking users across platforms. Finish strong by working through the digital vs traditional media lags interview questions to see how timing differences shift your decay calculations.
