What is AdstockITSA?
- In marketing science, two forces often run in parallel but rarely meet:
- Adstock – the memory effect of advertising, how impressions linger and decay over time.
- Interrupted Time Series Analysis (ITSA) – A technique for identifying the true effect of interventions.
- At Aryma Labs, we have fused the two, Adstock + ITSA = AdstockITSA.
- Why is this a game changer?
- Because interventions (campaign launches, price changes, new product launches) don’t happen in a vacuum. Their effects are sticky. Advertising doesn’t just stop impacting when the campaign ends, it decays. ITSA by default assumes sharp interventions. Adstock smooths that, giving us a more realistic lens into how interventions actually play out in the market.
Key Use Case of AdstockITSA
- Measure impact where awareness is built via campaigns that linger in consumer memory.
- Understanding promotion effectiveness where halo/adstock effects stretch beyond the promo window.
- Understand the effect of launching new product ranges on sales.
- Evaluating brand-building campaigns that have long-tail effects not captured by naïve pre-post comparisons.
- Disentangling seasonality vs true intervention lift when carryover effects overlap.
Why AdstockITSA is a Game Changer?
Self Serve App
The Campaign windows
Real marketing campaigns often follow a start-stop pattern. With campaign windows feature, identify if the campaigns had an effect in that particular time period.
Measure impact of Adstock
Evaluate the lingering impact of marketing campaigns. The tool automatically and intelligently selects the best adstock method (Weibull or Geometric or Hill) based on data.
Intuitive visualization:
Auto-generated plots show treated vs. control series with shaded intervention zones. Effect-significance annotated right on the timeline.
Layman Summaries
Don't have statistics / Econometrics background, don't worry. Our Layman explanation provides you with enough details without getting into the nitty gritty.
Expert Summaries
If you are a statistician / Econometrician, the tool provides in-depth report of the analysis which you can verify and draw insights from.
One-Click Export
Instantly download model summaries and charts as PDFs — perfect for reports, decks and importantly quick decision making.
Audit-Ready Assumption Checklists
Displays and documents key ITSA assumptions that goes into each experiment:Linearity within segments, No concurrent interventions, Consistent measurement, Independent residuals and Sufficient pre/post data.
ITSA – The Technical Features and Details
Interactive trend plots
Visualize pre- and post-intervention trends with a dynamic chart. Easily spot divergence after campaign launch and inspect window- level effect insights with annotated significance markers.
Combined Model Summary
DiDective translates regression outputs into simple explanations—perfect for stakeholder presentations.
Window specific treatment effects
Supports multiple, custom-defined intervention windows. Each window is analyzed independently for:
Possible Use Cases
Impact Measurement Without Control Groups
Measure campaign impact even when test/control setups aren't possible.
- Works with national campaigns or full-funnel bursts
- Uses baseline + intervention modeling
- Ideal for TV, digital, and omni-channel pushes
Capture Carry-Over & Decay Effects
Model delayed and long-tail effects of advertising.
- Understand ad memory beyond the campaign duration
- Quantify post-campaign uplift
- Perfect for brand-building & awareness campaigns
Promo & Price Change Impact Analysis
Evaluate short promotions with lingering demand effects.
- Measures immediate promo lift
- Captures repeat-purchase spillover
- Great for retail, e‑commerce & FMCG
Creative & Messaging Change Evaluation
See whether a new creative or message truly worked.
- Track pre- and post-creative KPIs
- Quantify incremental performance
- Capture long-tail effects of improved creatives
Fast, Low-Setup Time-Series Measurement
Get reliable incrementality insights without experiments.
- No need for control groups or geo splits
- Works with historical time-series data
- Ideal for rapid campaign readouts
Complement to MMM & Experimentation
Fill the gap between long-term MMM and controlled experiments.
- Measures mid-term impact
- Great when MMM is too aggregated
- Strong alternative when experiments aren't feasible
True Channel ROI & Contribution
Know what’s really driving your business.
• See base vs incremental impact
• Compare channel contributions
• Understand true ROI and MROAS across platforms
Saturation & Diminishing Returns
Stop overspending. Scale the right channels.
• Detect saturation points instantly
• Avoid diminishing returns
• Find the efficient spend level for each channel
Scenario Planning & What-If Simulations
Test strategies before spending a rupee.
• Simulate budget shifts
• Forecast performance outcomes
• Compare aggressive vs conservative plans
Unified Marketing + Finance Decisions
Give every team the same source of truth.
• Transparent MMM outputs
• Shared insights for Marketing, Finance & Growth
• Faster, aligned budget decisions
MMM at Scale for Enterprises
One platform for all markets, brands, and channels.
• Multi-brand and multi-market MMM
• Automated data ingestion & refresh
• Enterprise-grade planning at scale
Validate Strategic Shifts
Prove what works at the strategic level.
• Measure impact of media mix changes
• Evaluate new channels or creative strategies
• Quantify ROI of big marketing decisions
Pricing
Standard Plan
$ 99 / month
- Evaluate unlimited number of models.
- Upto 5 seats provided.
- 24/7 support
- Detailed explanation and rationale provided for each metric.
Standard Plan
$ 999 / year
- Evaluate unlimited number of models.
- Upto 5 seats provided.
- 24/7 support
- Detailed explanation and rationale provided for each metric.
