{
  "status": "illustrative",
  "measure": "iROAS",
  "assumption": "prior and experiment approximated by independent normal distributions",
  "mmm_prior": {
    "mean": 2.4,
    "std_dev": 0.65,
    "displayed_interval": [
      1.2,
      3.8
    ]
  },
  "experiment": {
    "mean": 1.3,
    "std_dev": 0.25,
    "displayed_interval": [
      0.81,
      1.79
    ]
  },
  "posterior": {
    "mean": 1.4418,
    "std_dev": 0.2334,
    "displayed_interval": [
      0.98,
      1.9
    ]
  },
  "formulas": {
    "precision": "1 / std_dev^2",
    "posterior_mean": "(prior_mean * prior_precision + experiment_mean * experiment_precision) / (prior_precision + experiment_precision)",
    "posterior_std_dev": "sqrt(1 / (prior_precision + experiment_precision))"
  },
  "warning": "Calibration must keep the effect definition, the time window and the test population."
}