Methods and apparatus to generate electronic mobile measurement census data

An apparatus to correct media measurement data generated by a server, comprising:

• means for generating electronic mobile measurement data based on network communications received from client devices, the network communications corresponding to media accessed at the client devices;
• means for generating an assignment model to:
• select attributes associated with the electronic mobile measurement data to include in a model;
• generate the model based on the attributes and a first portion of the electronic mobile measurement data;
• and
• determine a percentage of a second portion of the electronic mobile measurement data that the model correctly associates with corresponding users of the client devices;
• and
• means for correcting impressions to, when the percentage satisfies a threshold:
• determine:
• (a) when a user operating a client device is a primary user based on the model, and (b) when the user operating the client device is one of a plurality of secondary users based on the model;
• and
• associate demographic information of the user with the electronic mobile measurement data to reduce a misattribution error generated by the impression logging means when generating the electronic mobile measurement data.

An apparatus for generating electronic media measurement census data, comprising:

• at least one processor;
• and
• first memory comprising computer readable instructions that, when executed, cause the at least one processor to:
• log an impression in second memory at an audience measurement entity based on a communication received from a computing device, the logged impression corresponding to media accessed at the computing device by a user operating the computing device;
• determine that a primary user of the computing device is not the user operating the computing device when a first probability score for the primary user does not satisfy a threshold, the first probability score indicative of a probability that the primary user is an audience member of the media accessed at the computing device, the primary user being a household member of a household;
• and
• in response to determining that the primary user is not the user operating the computing device, identify one of a plurality of secondary users as the user operating the computing device by:
• determining probability scores for corresponding ones of the secondary users, the secondary users being household members residing in the household with the primary user, the probability scores indicative of probabilities that corresponding ones of the secondary users are the user operating the computing device;
• and
• identifying the one of the plurality of secondary users corresponding to a highest probability score as being the user operating the computing device;
• and
• store demographic information of the user operating the computing device in the second memory in association with the logged impression associated with the media.