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TERM
Impact Time
Delay between an action and its full effect.
Definition
Impact time is the lag before a tactic such as media or price change shows peak results.
How to Calculate
Estimate with time-series models or distributed lags.
Why it Matters
Improves timing of read and optimization.
Key Advantages
Prevents premature calls on results.
Example
TV peaks two weeks after airing.
Use it to
Identify how long after a marketing or pricing action its effect persists in sales. Use the timing to select evaluation windows that capture full impact without contamination from later events.
