I have to calculate half life of an advertisement using Kalman filter in R. The paper 'Estimating the Half-life of Advertisements' (Naik, 1999[1]) provides the base but am unable to understand how exactly the estimation is being done and since a lot of parameters that go in as the input to the kalman filters are unknown i am unable to move forward with my project.
Any suggestion as in how to go forward?
[1]: Naik, P.A. (1999),
"Estimating the Half-life of Advertisements,"
Marketing Letters 10:3, 351-362
