Methods and apparatus to incorporate saturation effects into marketing mix models
AssigneeThe Nielsen Company (US), LLC
InventorsNathan Brixius, Ross Link
Life of this patent
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Abstract
Methods and apparatus to incorporate saturation effects into marketing mix models are disclosed. A disclosed method includes calculating adstocked gross rating points associated with an advertising campaign during segments of a period of time. The adstocked gross rating points are based on raw gross rating points corresponding to the advertising campaign. The raw gross rating points are delivered during the segments of the period of time. The example method further includes calculating an effective reach realized during the segments of the period of time for the advertising campaign. The effective reach realized is based on the adstocked gross rating points.
Claims27
A method comprising:
- calculating adstocked gross rating points associated with an advertising campaign during segments of a period of time, the adstocked gross rating points based on raw gross rating points corresponding to the advertising campaign, the raw gross rating points delivered during the segments of the period of time;
- and
- calculating an effective reach realized during the segments of the period of time for the advertising campaign, the effective reach realized based on the adstocked gross rating points.
An apparatus comprising:
- a reach calculator to convert adstock data associated with an advertising campaign into reach data, the adstock data corresponding to adstocked gross rating points generated from marketing mix input data, the marketing mix input data comprising sales data associated with sales over a period of time and advertising data associated with the advertising campaign during the period of time;
- and
- a regression engine to determine an impact of the advertising campaign on the sales during the period of time based on the reach data analyzed relative to the sales data.
A tangible machine readable storage medium comprising instructions, which when executed, cause a machine to at least:
- calculate adstocked gross rating points associated with an advertising campaign during segments of a period of time, the adstocked gross rating points based on raw gross rating points corresponding to the advertising campaign, the raw gross rating points delivered during the segments of the period of time;
- and
- calculate an effective reach realized during the segments of the period of time for the advertising campaign, the effective reach realized based on the adstocked gross rating points.
Dependencies are inferred from the claim text.