Here you’ll test your grasp of decay mechanics and lag structures used to model delayed media effects. Expect questions on half‑life, lambda, and practical implications.
Adstock transforms apply a ______ factor to past spend before adding it to current effect.
decay
step
growth
random
A half‑life of 2 weeks means ad impact declines by ______ every 14 days.
50 %
100 %
10 %
25 %
The exponential adstock formula is **Sₜ = Xₜ + λ·Sₜ₋₁** where λ must be between ______.
1 and 2
0 and 1
‑1 and 0
>1
Weibull adstock allows for ______ build‑up before decay.
random
instant
delayed peak
negative
2025 MMM toolkits default λ initialisation to 0.5 to speed up ______ convergence.
SQL query
Bayesian sampler
CSV import
Excel solver
If channel half‑life is estimated as 0 days, the model essentially reverts to ______ transformation.
no adstock
carry‑over
square root
Weibull
Seasonal TV typically shows ______ half‑lives than always‑on search.
shorter
same
unpredictable
longer
Lag functions are applied after adstock to shift media impact by ______ periods.
CTR
lead time (e.g., shipping)
Budget phasing
CPC
When adstock λ is near 1, cumulative spend can create multicollinearity with the ______ variable.
device
trend
rand
weather
Choice of adstock function should reflect channel reality; for burst campaigns analysts sometimes prefer ______ decay.
infinite
step or geometric
negative
Log‑normal
Starter
Review the basics.
Solid
Nice work—refine the details.
Expert!
Exceptional command of the topic.
Boost your interview prep for Adstock & Lag Functions Interview Questions by exploring our Attribution & Marketing-Mix Modelling interview questions to see how decay patterns affect spend. Next, tackle the incrementality versus ROI interview MCQs to sharpen your profit impact analysis. Afterward, dive into the geo lift testing interview guide for hands-on practice with regional experiment setups. Finish strong by reviewing the saturation curves interview resource to master modeling diminishing returns.
