Methods and apparatus to incorporate saturation effects into marketing mix models

An apparatus to reduce a computational burden on a processor used to generate a marketing mix model, the apparatus comprising:

• a reach calculator to convert adstock data associated with an advertising campaign into effective reached realized (ERR) data based on a first saturation curve, the adstock data corresponding to adstocked gross rating points generated from marketing mix input data;
• and
• a regression engine to:
• identify the first saturation curve from among a plurality of plausible curves based on a fit of different ones of the plurality of plausible curves to the marketing mix input data, the first saturation curve to define a relationship indicative of saturation effects of the advertising campaign on a target audience of the advertising campaign;
• and
• determine an impact of the advertising campaign on sales during a period of interest based on a regression analysis of the ERR data relative to sales data included in the marketing mix input data, the sales data used to generate the marketing mix model, the computational burden on the processor reduced by incorporation of the saturation effects of the advertising campaign into the regression analysis, the incorporation of the saturation effects based on the converting of the adstock data into the ERR data using the first saturation curve, at least one of the reach calculator or the regression engine implemented by the processor.

An apparatus to reduce a computational burden on a processor

• used to generate a marketing mix model, the apparatus comprising:
• memory to store computer readable instructions;
• and
• the processor to execute the computer readable instructions to at least:
• convert adstock data associated with an advertising campaign into effective reached realized (ERR) data based on a first saturation curve, the adstock data corresponding to adstocked gross rating points generated from marketing mix input data;
• identify the first saturation curve from among a plurality of plausible curves based on a fit of different ones of the plurality of plausible curves to the marketing mix input data, the first saturation curve to define a relationship indicative of saturation effects of the advertising campaign on a target audience of the advertising campaign;
• and
• determine an impact of the advertising campaign on sales during a period of interest based on a regression analysis of the ERR data relative to sales data included in the marketing mix input data, the sales data used to generate the marketing mix model, the computational burden on the processor reduced by incorporation of the saturation effects of the advertising campaign into the regression analysis, the incorporation of the saturation effects based on the converting of the adstock data into the ERR data using the first saturation curve.