A PKPD model (Pharmacokinetic-Pharmacodynamic model)
in a clinical trial is a mathematical framework that combines pharmacokinetics (PK, how the body absorbs, distributes, metabolizes, and excretes a drug) with pharmacodynamics (PD, the drug's effects on the body, such as efficacy or toxicity).
A Paradigm Shifting Architecture of Modern Bayesian MMM
Exploring hierarchical priors and causal inference techniques to accurately attribute marketing ROI across channels while accounting for saturation and adstock effects.