The abundance of highly disaggregate data (e.g., at five-second intervals) raises the question of the optimal data interval to estimate advertising carryover. The literature assumes that (1) the optimal data interval is the interpurchase time, (2) too disaggregate data causes a disaggregation...

We propose a method to include seasonality in any diffusion model that has a closed-form solution. The resulting diffusion model captures seasonality in a way that naturally matches the original diffusion model's pattern. The method assumes that additional sales at seasonal peaks are drawn from...