Carryover effects

Carryover effects,

Definition of Carryover effects:

  1. Two types of effect a current marketing expenditure has on future sales revenue: (1) delayed response effect, caused by the time gap between marketing expense and sales revenue generated, and (2) holdover effect, caused by the new customers who continue to buy. Carryover effect is equal to the difference between customer retention rate and customer decay rate..

Meaning of Carryover effects & Carryover effects Definition